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市場營銷策劃(第2版) 版權信息
- ISBN：9787301346808
- 條形碼：9787301346808 ; 978-7-301-34680-8
- 裝幀：平裝
- 冊數：暫無
- 重量：暫無
- 所屬分類：>
市場營銷策劃(第2版) 本書特色
本書結構清晰、邏輯性強，從理論、實務、案例三維視角展開論述，將營銷實戰中的
經驗、成功策劃案例與每章的重要原理結合。與第1 版相比，本書增加了原創案例，融“原
理、實戰原則以及案例”于一體，力求突出教材的理論性、科學性及實踐性特征。另外，
本書還在寫作團隊方面進行了適當的調整，吸收運城職業技術大學、唐山學院、陜西服裝
工程學院的教師參與編寫。優秀的營銷策劃實戰團隊對本書的結構和內容提出了很好的建
議，使得本書更適合作為高等院校市場營銷專業教材，也能夠供其他經管類專業本專科生
使用，還可供企業管理人員和營銷策劃人員在實際工作中使用。
市場營銷策劃(第2版) 內容簡介
本書根據高等院校營銷策劃人才培養及企業營銷策劃團隊建設的需要，適應企業營銷策劃專業化、規范化、個性化的要求，依據營銷策劃的基本原理，結合國內外營銷策劃的實踐，從營銷策劃的起源與發展、營銷策劃基本原理、營銷策劃調研、營銷策劃的思維與創意、營銷戰略策劃、4P(產品、定價、渠道和促銷)策劃、營銷策劃書的編制、營銷策劃管理等方面展開系統論述。本書結構清晰，邏輯性強，將營銷實戰中的經驗、成功策劃案例優化結合在每章節的重要原理中，融“原理、實戰原則以及案例”為一體，力求突出教材的理論性、科學性及實踐應用性的特征。本書既適合作為高等院校市場營銷專業教材，也可供其他經管類專業學生使用，還可供企業經營管理和營銷策劃人員在實際工作中參考及自學使用。
市場營銷策劃(第2版) 目錄
第1 章 營銷策劃概述 ····························1
1.1 營銷策劃的發展 ····························3
1.1.1 我國營銷策劃的發展 ·············3
1.1.2 國外營銷策劃的發展 ·············6
1.2 營銷策劃的內涵與特點 ···················6
1.2.1 營銷策劃的內涵 ···················6
1.2.2 營銷策劃的特點 ···················9
1.3 營銷策劃的作用與內容 ················· 10
1.3.1 營銷策劃的作用 ················· 10
1.3.2 營銷策劃的內容 ················· 12
1.4 營銷策劃的基本原則與方法 ··········· 16
1.4.1 營銷策劃的基本原則 ··········· 16
1.4.2 營銷策劃的方法 ················· 19
1.5 營銷策劃程序 ····························· 23
1.5.1 國外對策劃程序的界定 ········ 23
1.5.2 營銷策劃的一般程序 ··········· 26
第2 章 營銷策劃原理 ·························· 33
2.1 策劃的基本原理及其在營銷中的
應用 ········································· 35
2.1.1 奇正原理 ·························· 35
2.1.2 系統原理 ·························· 38
2.1.3 博弈原理 ·························· 40
2.1.4 裂變原理 ·························· 42
2.2 營銷策劃基本原理 ······················· 43
2.2.1 整合原理 ·························· 43
2.2.2 人本原理 ·························· 45
2.2.3 差異原理 ·························· 46
2.2.4 效益原理 ·························· 46
2.2.5 簡易原理 ·························· 46
2.2.6 法理原理 ·························· 46
第3 章 營銷策劃調研 ·························· 51
3.1 營銷策劃調研概述 ······················· 53
3.1.1 營銷策劃調研的含義 ··········· 53
3.1.2 營銷策劃調研的特征 ··········· 53
3.1.3 營銷策劃調研的作用 ··········· 56
3.1.4 營銷策劃調研的流程 ··········· 57
3.2 營銷策劃調研的內容、原則與方法 ··· 58
3.2.1 營銷策劃調研的內容 ··········· 58
3.2.2 營銷策劃調研的原則 ··········· 62
3.2.3 營銷策劃調研的方法 ··········· 62
3.3 營銷策劃調研計劃書與調研報告的
編制 ········································· 66
3.3.1 營銷策劃調研計劃書的
編制 ································ 66
3.3.2 營銷策劃調研報告的編制 ····· 68
第4 章 營銷策劃思維與創意 ··············· 72
4.1 營銷策劃思維 ····························· 74
4.1.1 營銷策劃思維特點 ·············· 74
4.1.2 營銷策劃思維方法 ·············· 76
4.2 營銷策劃創意 ····························· 80
4.2.1 創意理論與規律 ················· 80
4.2.2 營銷策劃創意的特點 ··········· 85
4.2.3 營銷策劃創意的方法 ··········· 87
4.2.4 營銷策劃創意意識的培養、
營銷策劃創意的思維原則與
開發途徑 ·························· 93
第5 章 營銷戰略策劃 ·························102
5.1 市場細分策劃 ····························104
5.1.1 市場細分策劃的作用和
基礎 ·······························104
5.1.2 市場細分策劃的標準 ··········107
5.1.3 市場細分策劃的方法 ··········109
5.2 目標市場選擇策劃 ······················111
5.2.1 目標市場營銷策略策劃 ·······111
5.2.2 目標市場進入策劃 ·············112
5.3 市場定位策劃 ····························114
5.3.1 市場定位步驟策劃 ·············115
5.3.2 市場定位策略策劃 ·············117
5.3.3 市場定位策劃的*佳途徑 ····119
5.4 市場競爭策劃 ····························120
5.4.1 市場競爭戰略策劃 ·············120
5.4.2 市場競爭策略策劃 ·············124
第6 章 產品策劃 ································128
6.1 產品策劃概述 ····························130
6.1.1 產品策劃的含義及意義 ·······130
6.1.2 產品策劃的思路 ················133
6.2 新產品開發策劃 ·························135
6.2.1 新產品的種類 ···················135
6.2.2 新產品開發的風險 ·············136
6.2.3 新產品開發的要求、形式及
方向 ·······························138
6.2.4 新產品上市與推廣策劃 ·······139
6.3 品牌策劃 ··································143
6.3.1 品牌策劃概述 ···················143
6.3.2 品牌設計策劃 ···················144
6.3.3 品牌延伸策劃 ···················147
6.4 產品包裝策劃 ····························150
6.4.1 產品包裝概述 ···················151
6.4.2 產品包裝策劃的內容 ··········152
6.4.3 產品包裝策劃應注意的
問題 ·······························155
第7 章 定價策劃 ································157
7.1 定價策劃概述 ····························159
7.1.1 定價策劃的含義 ················ 159
7.1.2 影響定價策劃的因素 ·········· 159
7.1.3 定價策劃的原則 ················ 163
7.1.4 定價策劃的風險防范 ·········· 164
7.2 新產品定價策劃 ························· 166
7.2.1 撇脂定價 ························· 166
7.2.2 滲透定價 ························· 168
7.2.3 滿意定價 ························· 169
7.3 價格調整策劃 ···························· 170
7.3.1 提價策劃 ························· 171
7.3.2 降價策劃 ························· 172
7.3.3 價格折扣策劃 ··················· 173
第8 章 營銷渠道策劃 ························· 176
8.1 渠道策劃概述 ···························· 178
8.1.1 影響渠道策劃的因素 ·········· 178
8.1.2 渠道設計策劃 ··················· 180
8.2 招商策劃 ·································· 183
8.2.1 商業伙伴的選擇標準 ·········· 183
8.2.2 商業客戶的考察評價 ·········· 184
8.2.3 招商方式的選擇 ················ 185
8.2.4 供應鏈關系策劃 ················ 187
8.3 物流運作策劃 ···························· 190
8.3.1 物流概述 ························· 190
8.3.2 物流運作策劃 ··················· 194
8.4 渠道風險防范策劃 ······················ 199
第9 章 促銷策劃 ································ 202
9.1 促銷策劃概述 ···························· 204
9.1.1 促銷策劃的含義與作用 ······· 204
9.1.2 促銷策劃的類型和原則 ······· 205
9.1.3 促銷策劃的步驟 ················ 206
9.2 人員促銷策劃 ···························· 207
9.2.1 人員促銷組織設計 ············· 208
9.2.2 人員促銷程序策劃 ············· 209
9.2.3 推銷人員薪酬與績效管理
策劃 ······························· 218
9.3 廣告策劃 ·································· 221
9.3.1 廣告策劃概述 ··················· 221
9.3.2 廣告策劃的一般過程 ··········224
9.3.3 廣告創意策劃 ···················229
9.4 營業推廣策劃 ····························231
9.4.1 營業推廣形式策劃 ·············232
9.4.2 營業推廣控制策劃 ·············233
9.4.3 展會營銷策劃 ···················234
9.5 企業形象策劃 ····························236
9.5.1 企業形象整體系統構成
分析 ·······························236
9.5.2 企業理念識別系統策劃 ·······239
9.5.3 企業行為識別系統策劃 ·······242
9.5.4 企業視覺識別系統策劃 ·······242
第10 章 營銷策劃書的編制 ················248
10.1 營銷策劃書概述 ·······················252
10.1.1 營銷策劃書的含義及
作用 ·····························252
10.1.2 營銷策劃書的種類 ···········253
10.1.3 營銷策劃書的編制原則 ·····254
10.2 營銷策劃書的基本模式 ··············255
10.3 營銷策劃書的內容結構 ··············256
10.4 營銷策劃書的編寫要求與
編寫技巧 ·································· 261
10.4.1 營銷策劃書的編寫要求 ····· 261
10.4.2 營銷策劃書的編寫技巧 ····· 262
第11 章 營銷策劃管理 ······················· 266
11.1 營銷策劃人員的素質要求 ··········· 268
11.1.1 營銷策劃人員應具備的
知識 ····························· 268
11.1.2 營銷策劃人員應具備的
素養 ····························· 269
11.1.3 營銷策劃人員應具備的
能力 ····························· 270
11.2 營銷策劃組織與營銷策劃的
實施 ······································ 274
11.2.1 營銷策劃組織 ················· 275
11.2.2 營銷策劃的實施 ·············· 278
11.3 營銷策劃控制與效果評估 ··········· 282
11.3.1 營銷策劃控制 ················· 283
11.3.2 營銷策劃效果評估 ··········· 288
參考文獻 ·············································· 293
1.1 營銷策劃的發展 ····························3
1.1.1 我國營銷策劃的發展 ·············3
1.1.2 國外營銷策劃的發展 ·············6
1.2 營銷策劃的內涵與特點 ···················6
1.2.1 營銷策劃的內涵 ···················6
1.2.2 營銷策劃的特點 ···················9
1.3 營銷策劃的作用與內容 ················· 10
1.3.1 營銷策劃的作用 ················· 10
1.3.2 營銷策劃的內容 ················· 12
1.4 營銷策劃的基本原則與方法 ··········· 16
1.4.1 營銷策劃的基本原則 ··········· 16
1.4.2 營銷策劃的方法 ················· 19
1.5 營銷策劃程序 ····························· 23
1.5.1 國外對策劃程序的界定 ········ 23
1.5.2 營銷策劃的一般程序 ··········· 26
第2 章 營銷策劃原理 ·························· 33
2.1 策劃的基本原理及其在營銷中的
應用 ········································· 35
2.1.1 奇正原理 ·························· 35
2.1.2 系統原理 ·························· 38
2.1.3 博弈原理 ·························· 40
2.1.4 裂變原理 ·························· 42
2.2 營銷策劃基本原理 ······················· 43
2.2.1 整合原理 ·························· 43
2.2.2 人本原理 ·························· 45
2.2.3 差異原理 ·························· 46
2.2.4 效益原理 ·························· 46
2.2.5 簡易原理 ·························· 46
2.2.6 法理原理 ·························· 46
第3 章 營銷策劃調研 ·························· 51
3.1 營銷策劃調研概述 ······················· 53
3.1.1 營銷策劃調研的含義 ··········· 53
3.1.2 營銷策劃調研的特征 ··········· 53
3.1.3 營銷策劃調研的作用 ··········· 56
3.1.4 營銷策劃調研的流程 ··········· 57
3.2 營銷策劃調研的內容、原則與方法 ··· 58
3.2.1 營銷策劃調研的內容 ··········· 58
3.2.2 營銷策劃調研的原則 ··········· 62
3.2.3 營銷策劃調研的方法 ··········· 62
3.3 營銷策劃調研計劃書與調研報告的
編制 ········································· 66
3.3.1 營銷策劃調研計劃書的
編制 ································ 66
3.3.2 營銷策劃調研報告的編制 ····· 68
第4 章 營銷策劃思維與創意 ··············· 72
4.1 營銷策劃思維 ····························· 74
4.1.1 營銷策劃思維特點 ·············· 74
4.1.2 營銷策劃思維方法 ·············· 76
4.2 營銷策劃創意 ····························· 80
4.2.1 創意理論與規律 ················· 80
4.2.2 營銷策劃創意的特點 ··········· 85
4.2.3 營銷策劃創意的方法 ··········· 87
4.2.4 營銷策劃創意意識的培養、
營銷策劃創意的思維原則與
開發途徑 ·························· 93
第5 章 營銷戰略策劃 ·························102
5.1 市場細分策劃 ····························104
5.1.1 市場細分策劃的作用和
基礎 ·······························104
5.1.2 市場細分策劃的標準 ··········107
5.1.3 市場細分策劃的方法 ··········109
5.2 目標市場選擇策劃 ······················111
5.2.1 目標市場營銷策略策劃 ·······111
5.2.2 目標市場進入策劃 ·············112
5.3 市場定位策劃 ····························114
5.3.1 市場定位步驟策劃 ·············115
5.3.2 市場定位策略策劃 ·············117
5.3.3 市場定位策劃的*佳途徑 ····119
5.4 市場競爭策劃 ····························120
5.4.1 市場競爭戰略策劃 ·············120
5.4.2 市場競爭策略策劃 ·············124
第6 章 產品策劃 ································128
6.1 產品策劃概述 ····························130
6.1.1 產品策劃的含義及意義 ·······130
6.1.2 產品策劃的思路 ················133
6.2 新產品開發策劃 ·························135
6.2.1 新產品的種類 ···················135
6.2.2 新產品開發的風險 ·············136
6.2.3 新產品開發的要求、形式及
方向 ·······························138
6.2.4 新產品上市與推廣策劃 ·······139
6.3 品牌策劃 ··································143
6.3.1 品牌策劃概述 ···················143
6.3.2 品牌設計策劃 ···················144
6.3.3 品牌延伸策劃 ···················147
6.4 產品包裝策劃 ····························150
6.4.1 產品包裝概述 ···················151
6.4.2 產品包裝策劃的內容 ··········152
6.4.3 產品包裝策劃應注意的
問題 ·······························155
第7 章 定價策劃 ································157
7.1 定價策劃概述 ····························159
7.1.1 定價策劃的含義 ················ 159
7.1.2 影響定價策劃的因素 ·········· 159
7.1.3 定價策劃的原則 ················ 163
7.1.4 定價策劃的風險防范 ·········· 164
7.2 新產品定價策劃 ························· 166
7.2.1 撇脂定價 ························· 166
7.2.2 滲透定價 ························· 168
7.2.3 滿意定價 ························· 169
7.3 價格調整策劃 ···························· 170
7.3.1 提價策劃 ························· 171
7.3.2 降價策劃 ························· 172
7.3.3 價格折扣策劃 ··················· 173
第8 章 營銷渠道策劃 ························· 176
8.1 渠道策劃概述 ···························· 178
8.1.1 影響渠道策劃的因素 ·········· 178
8.1.2 渠道設計策劃 ··················· 180
8.2 招商策劃 ·································· 183
8.2.1 商業伙伴的選擇標準 ·········· 183
8.2.2 商業客戶的考察評價 ·········· 184
8.2.3 招商方式的選擇 ················ 185
8.2.4 供應鏈關系策劃 ················ 187
8.3 物流運作策劃 ···························· 190
8.3.1 物流概述 ························· 190
8.3.2 物流運作策劃 ··················· 194
8.4 渠道風險防范策劃 ······················ 199
第9 章 促銷策劃 ································ 202
9.1 促銷策劃概述 ···························· 204
9.1.1 促銷策劃的含義與作用 ······· 204
9.1.2 促銷策劃的類型和原則 ······· 205
9.1.3 促銷策劃的步驟 ················ 206
9.2 人員促銷策劃 ···························· 207
9.2.1 人員促銷組織設計 ············· 208
9.2.2 人員促銷程序策劃 ············· 209
9.2.3 推銷人員薪酬與績效管理
策劃 ······························· 218
9.3 廣告策劃 ·································· 221
9.3.1 廣告策劃概述 ··················· 221
9.3.2 廣告策劃的一般過程 ··········224
9.3.3 廣告創意策劃 ···················229
9.4 營業推廣策劃 ····························231
9.4.1 營業推廣形式策劃 ·············232
9.4.2 營業推廣控制策劃 ·············233
9.4.3 展會營銷策劃 ···················234
9.5 企業形象策劃 ····························236
9.5.1 企業形象整體系統構成
分析 ·······························236
9.5.2 企業理念識別系統策劃 ·······239
9.5.3 企業行為識別系統策劃 ·······242
9.5.4 企業視覺識別系統策劃 ·······242
第10 章 營銷策劃書的編制 ················248
10.1 營銷策劃書概述 ·······················252
10.1.1 營銷策劃書的含義及
作用 ·····························252
10.1.2 營銷策劃書的種類 ···········253
10.1.3 營銷策劃書的編制原則 ·····254
10.2 營銷策劃書的基本模式 ··············255
10.3 營銷策劃書的內容結構 ··············256
10.4 營銷策劃書的編寫要求與
編寫技巧 ·································· 261
10.4.1 營銷策劃書的編寫要求 ····· 261
10.4.2 營銷策劃書的編寫技巧 ····· 262
第11 章 營銷策劃管理 ······················· 266
11.1 營銷策劃人員的素質要求 ··········· 268
11.1.1 營銷策劃人員應具備的
知識 ····························· 268
11.1.2 營銷策劃人員應具備的
素養 ····························· 269
11.1.3 營銷策劃人員應具備的
能力 ····························· 270
11.2 營銷策劃組織與營銷策劃的
實施 ······································ 274
11.2.1 營銷策劃組織 ················· 275
11.2.2 營銷策劃的實施 ·············· 278
11.3 營銷策劃控制與效果評估 ··········· 282
11.3.1 營銷策劃控制 ················· 283
11.3.2 營銷策劃效果評估 ··········· 288
參考文獻 ·············································· 293
展開全部
市場營銷策劃(第2版) 作者簡介
楊勇
----------------------------
楊勇，現為運城學院經濟管理系教授、運城學院非公有經濟研究中心主任。中國高校市場學研究會理事、山西商業經濟學會常務理事及學術委員會委員、運城市工商聯（總商會）企業管理咨詢顧問、運城市人社局公務員面試考官、鹽湖區政協委員、運城市商業聯合會副會長、運城市企業家商會副會長、晉陜豫黃河金三角文化旅游協會副會長。
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