毕博管理咨询工具strategicmarketingplantemplate-chinese

毕博管理咨询工具strategicmarketingplantemplate-chinese内容摘要：

xist?  它们的存在对于该行业起到什么样的影响。 How does this affect the industry?  客户如果要更换产品或服务，需要付出什么样的代价。 What are the customer switching costs in choosing a substitute product or service? 行动及主要业绩指标 Actions and Key Performance Indicators  行动包括： Actions could include: 寻找新的供应商 Seeking new suppliers。 提高行业进入壁垒 （ 以保护企业的运作 ） Raising barriers to entry into the industry (in order to protect the business)。 寻找新的目标市场 Seeking new target markets。 市场营销战略规划（模板） STRATEGIC MARKETING PLAN (TEMPLATE) IFCCPDF c08652558dc8c9c4fce6bef927012203 Page 13 of 45 产品与服务 PRODUCTS AND SERVICES  介绍企业销售的产品与服务 Describe the products and services that the business sells.  明确企业的知识产权（如何有的话），包括专利等 Identify all intellectual property (if any exists) including patents.  介绍每一项产品和服务的利润率 What is the profitability of each product and service category?  每一项产品和服务是处于其生命周期的哪一阶段。 At what stage in the product life cycle are the products and services? 产品与服务的独特性 Product and Service Differentiation  与竞争对手相比 ， 企业的产品与服务情况如何。 How do the products and services pare to those of the petitors?  在市场与促销战略方面 ， 企业应当如何将自 己的产品和服务与竞争对手的产品与服务进行区分。 How can the business differentiate their products and services from petitors through marketing and promotional strategies?  在将产品与服务推向市场的过程中，怎样实施独特性战略。 How can the differentiation strategy focus on the process in which products and services are delivered?  以下是一些产品或服务独特性的例子： Examples of product / service differentiation may include: 优质的客户服务 Excellence in customer service。 市场营销战略规划（模板） STRATEGIC MARKETING PLAN (TEMPLATE) IFCCPDF c08652558dc8c9c4fce6bef927012203 Page 14 of 45 产品和服务担保 Guarantees。 and / or 企业结构 Business structure. 销售额的历史表现 Sales History  提供企业销售额变化趋势的简要说明 Provide a brief explanation regarding any sales trends.  在过去 23年时间里 ， 企业销售的业绩表现如何。 How has the level of sales turnover performed over the past 2 – 3 years?  提供未来 12个月的销售额预测 What does the business project the sales forecast to be in the next 12 months? 产品开发的历史表现 Product Development History  就目前所拥有的产品与服务的演变过程进行说明 Describe how the current product and service range evolved.  企业的产品是否在不断地更新与发展。 Are products continuously being updated and developed?  产品的更新与发展是如何在市场营销活动中得以体现的。 How is the business marketing these updates and developments? 企业的主要促销活动都针对新产品或更新产品 Major promotional drive for new products or updates。 您是如何使现有客户与新客户了解公司产品的更新与发展。 How are you informing existing and new customers of these updates and developments? 市场营销战略规划（模板） STRATEGIC MARKETING PLAN (TEMPLATE) IFCCPDF c08652558dc8c9c4fce6bef927012203 Page 15 of 45 产品发展部门 Product Development Facilities  企业进行了什么样的产品研发工作。 What product research and development activities are undertaken?  企业的产品研发工作中，有一些是否是由外包关系企业完成来。 Are any of the research and development activities outsourced? 产品改善与发展战略 Product Improvement and Development Strategies  企业是否制定产品改善与发展战略。 Does the business have any product improvement or development strategies?  企业是否拥有知识产权、专利、商标等。 Does the business have any intellectual property, patents, trademarks etc?  企业产品与服务的未来发展方向。 In the future, how does the business intend to approach product and service development? 在该项工 作中，企业有哪些资源可以利用。 What resources will the business allocate to this activity? 行动与主要业绩指标 Actions and Key Performance Indicators  主要业绩指标可以包括 ： Key Performance Indicators could include: 新产品与新服务项目占销售总额的百分比 % of revenue achieved through the sale of new products and services。 产品与服务的研发数 Number of products and services in development。 市场营销战略规划（模板） STRATEGIC MARKETING PLAN (TEMPLATE) IFCCPDF c08652558dc8c9c4fce6bef927012203 Page 16 of 45 产品研发工作的投入金额 Product research and development investment。 新产品与更新产品的成功率 Success rate of new products and updates。 and 购买新产品的签约率（根据市场营销战略对此进行衡量） Conversion rates of purchase of new products (measure this against marketing strategy). 市场营销战略规划（模板） STRATEGIC MARKETING PLAN (TEMPLATE) IFCCPDF c08652558dc8c9c4fce6bef927012203 Page 17 of 45 市场分析 MARKET ANALYSIS  完成对目标市场的概述 Provide a brief overview of the target market. 客户分析 Customer Analysis  企业目标客户的类型。 What types of customers does the business target?  企业的客户总数。 How many customers does the business have? 描述典型客户的特性 Describe the characteristics of the typical customer 企业客户的忠诚度。 Are customers loyal? 客户每年的交易数 How many times a year do they purchase products or services from the business?  是否将客户按照其对企业所创造的价值进行分类。 Are customers categorised according to the value that they provide the business?  企业是否有客户选择标准。 如果有，请列出这些标准。 Does the business have customer selection criteria? If so identify what it is.  达到客户选择标准的客户占总客户量的百分比。 What percentages of customers meet the customer selection criteria?  对于那些没有达 到客户选择标准的客户，企业是否制定有相应的退出战略。 Does the business have an exit strategy for those customers who do not meet customer selection criteria? 市场营销战略规划（模板） STRATEGIC MARKETING PLAN (TEMPLATE) IFCCPDF c08652558dc8c9c4fce6bef927012203 Page 18 of 45 市场分析 Market Analysis  目标市场的容量。 What is the target market size?  市场发展趋势如何。 Are there any market trends?  明确目标市场的市场分类 Identify the market segments that exist within the target market.  目前与所预测的市场需求情况。 What is the current and projected level of demand? 你需要就该领域进行一些调查了解。 有用的信息包括：行业基准数（可从行业协会处获得），市场调查 (及其结果的归纳 )， 政府部门的统计（例如人口普查信息等），以及你自身所拥有的行业经验 You may need to undertake some research in this area. Sources that may be helpful include industry benchmarks (from industry associations), market surveying (and e。