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市場(chǎng)營(yíng)銷策劃(第2版)

市場(chǎng)營(yíng)銷策劃(第2版)

作者：楊勇 主編
出版社：北京大學(xué)出版社出版時(shí)間：2024-02-01
開(kāi)本： 16開(kāi) 頁(yè)數(shù)： 302
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市場(chǎng)營(yíng)銷策劃(第2版) 版權(quán)信息

  • ISBN：9787301346808
  • 條形碼：9787301346808 ; 978-7-301-34680-8
  • 裝幀：平裝
  • 冊(cè)數(shù)：暫無(wú)
  • 重量：暫無(wú)
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市場(chǎng)營(yíng)銷策劃(第2版) 本書(shū)特色

本書(shū)結(jié)構(gòu)清晰、邏輯性強(qiáng)，從理論、實(shí)務(wù)、案例三維視角展開(kāi)論述，將營(yíng)銷實(shí)戰(zhàn)中的
經(jīng)驗(yàn)、成功策劃案例與每章的重要原理結(jié)合。與第1 版相比，本書(shū)增加了原創(chuàng)案例，融“原
理、實(shí)戰(zhàn)原則以及案例”于一體，力求突出教材的理論性、科學(xué)性及實(shí)踐性特征。另外，
本書(shū)還在寫(xiě)作團(tuán)隊(duì)方面進(jìn)行了適當(dāng)?shù)恼{(diào)整，吸收運(yùn)城職業(yè)技術(shù)大學(xué)、唐山學(xué)院、陜西服裝
工程學(xué)院的教師參與編寫(xiě)。優(yōu)秀的營(yíng)銷策劃實(shí)戰(zhàn)團(tuán)隊(duì)對(duì)本書(shū)的結(jié)構(gòu)和內(nèi)容提出了很好的建
議，使得本書(shū)更適合作為高等院校市場(chǎng)營(yíng)銷專業(yè)教材，也能夠供其他經(jīng)管類專業(yè)本專科生
使用，還可供企業(yè)管理人員和營(yíng)銷策劃人員在實(shí)際工作中使用。

市場(chǎng)營(yíng)銷策劃(第2版) 內(nèi)容簡(jiǎn)介

本書(shū)根據(jù)高等院校營(yíng)銷策劃人才培養(yǎng)及企業(yè)營(yíng)銷策劃團(tuán)隊(duì)建設(shè)的需要，適應(yīng)企業(yè)營(yíng)銷策劃專業(yè)化、規(guī)范化、個(gè)性化的要求，依據(jù)營(yíng)銷策劃的基本原理，結(jié)合國(guó)內(nèi)外營(yíng)銷策劃的實(shí)踐，從營(yíng)銷策劃的起源與發(fā)展、營(yíng)銷策劃基本原理、營(yíng)銷策劃調(diào)研、營(yíng)銷策劃的思維與創(chuàng)意、營(yíng)銷戰(zhàn)略策劃、4P(產(chǎn)品、定價(jià)、渠道和促銷)策劃、營(yíng)銷策劃書(shū)的編制、營(yíng)銷策劃管理等方面展開(kāi)系統(tǒng)論述。本書(shū)結(jié)構(gòu)清晰，邏輯性強(qiáng)，將營(yíng)銷實(shí)戰(zhàn)中的經(jīng)驗(yàn)、成功策劃案例優(yōu)化結(jié)合在每章節(jié)的重要原理中，融“原理、實(shí)戰(zhàn)原則以及案例”為一體，力求突出教材的理論性、科學(xué)性及實(shí)踐應(yīng)用性的特征。本書(shū)既適合作為高等院校市場(chǎng)營(yíng)銷專業(yè)教材，也可供其他經(jīng)管類專業(yè)學(xué)生使用，還可供企業(yè)經(jīng)營(yíng)管理和營(yíng)銷策劃人員在實(shí)際工作中參考及自學(xué)使用。

市場(chǎng)營(yíng)銷策劃(第2版) 目錄

第1 章 營(yíng)銷策劃概述 ····························1
1.1 營(yíng)銷策劃的發(fā)展 ····························3
1.1.1 我國(guó)營(yíng)銷策劃的發(fā)展 ·············3
1.1.2 國(guó)外營(yíng)銷策劃的發(fā)展 ·············6
1.2 營(yíng)銷策劃的內(nèi)涵與特點(diǎn) ···················6
1.2.1 營(yíng)銷策劃的內(nèi)涵 ···················6
1.2.2 營(yíng)銷策劃的特點(diǎn) ···················9
1.3 營(yíng)銷策劃的作用與內(nèi)容 ················· 10
1.3.1 營(yíng)銷策劃的作用 ················· 10
1.3.2 營(yíng)銷策劃的內(nèi)容 ················· 12
1.4 營(yíng)銷策劃的基本原則與方法 ··········· 16
1.4.1 營(yíng)銷策劃的基本原則 ··········· 16
1.4.2 營(yíng)銷策劃的方法 ················· 19
1.5 營(yíng)銷策劃程序 ····························· 23
1.5.1 國(guó)外對(duì)策劃程序的界定 ········ 23
1.5.2 營(yíng)銷策劃的一般程序 ··········· 26
第2 章 營(yíng)銷策劃原理 ·························· 33
2.1 策劃的基本原理及其在營(yíng)銷中的
應(yīng)用 ········································· 35
2.1.1 奇正原理 ·························· 35
2.1.2 系統(tǒng)原理 ·························· 38
2.1.3 博弈原理 ·························· 40
2.1.4 裂變?cè)?·························· 42
2.2 營(yíng)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(jiǎn)易原理 ·························· 46
2.2.6 法理原理 ·························· 46
第3 章 營(yíng)銷策劃調(diào)研 ·························· 51
3.1 營(yíng)銷策劃調(diào)研概述 ······················· 53
3.1.1 營(yíng)銷策劃調(diào)研的含義 ··········· 53
3.1.2 營(yíng)銷策劃調(diào)研的特征 ··········· 53
3.1.3 營(yíng)銷策劃調(diào)研的作用 ··········· 56
3.1.4 營(yíng)銷策劃調(diào)研的流程 ··········· 57
3.2 營(yíng)銷策劃調(diào)研的內(nèi)容、原則與方法 ··· 58
3.2.1 營(yíng)銷策劃調(diào)研的內(nèi)容 ··········· 58
3.2.2 營(yíng)銷策劃調(diào)研的原則 ··········· 62
3.2.3 營(yíng)銷策劃調(diào)研的方法 ··········· 62
3.3 營(yíng)銷策劃調(diào)研計(jì)劃書(shū)與調(diào)研報(bào)告的
編制 ········································· 66
3.3.1 營(yíng)銷策劃調(diào)研計(jì)劃書(shū)的
編制 ································ 66
3.3.2 營(yíng)銷策劃調(diào)研報(bào)告的編制 ····· 68
第4 章 營(yíng)銷策劃思維與創(chuàng)意 ··············· 72
4.1 營(yíng)銷策劃思維 ····························· 74
4.1.1 營(yíng)銷策劃思維特點(diǎn) ·············· 74
4.1.2 營(yíng)銷策劃思維方法 ·············· 76
4.2 營(yíng)銷策劃創(chuàng)意 ····························· 80
4.2.1 創(chuàng)意理論與規(guī)律 ················· 80
4.2.2 營(yíng)銷策劃創(chuàng)意的特點(diǎn) ··········· 85
4.2.3 營(yíng)銷策劃創(chuàng)意的方法 ··········· 87
4.2.4 營(yíng)銷策劃創(chuàng)意意識(shí)的培養(yǎng)、
營(yíng)銷策劃創(chuàng)意的思維原則與
開(kāi)發(fā)途徑 ·························· 93
第5 章 營(yíng)銷戰(zhàn)略策劃 ·························102
5.1 市場(chǎng)細(xì)分策劃 ····························104
5.1.1 市場(chǎng)細(xì)分策劃的作用和
基礎(chǔ) ·······························104
5.1.2 市場(chǎng)細(xì)分策劃的標(biāo)準(zhǔn) ··········107
5.1.3 市場(chǎng)細(xì)分策劃的方法 ··········109
5.2 目標(biāo)市場(chǎng)選擇策劃 ······················111
5.2.1 目標(biāo)市場(chǎng)營(yíng)銷策略策劃 ·······111
5.2.2 目標(biāo)市場(chǎng)進(jìn)入策劃 ·············112
5.3 市場(chǎng)定位策劃 ····························114
5.3.1 市場(chǎng)定位步驟策劃 ·············115
5.3.2 市場(chǎng)定位策略策劃 ·············117
5.3.3 市場(chǎng)定位策劃的*佳途徑 ····119
5.4 市場(chǎng)競(jìng)爭(zhēng)策劃 ····························120
5.4.1 市場(chǎng)競(jìng)爭(zhēng)戰(zhàn)略策劃 ·············120
5.4.2 市場(chǎng)競(jìng)爭(zhēng)策略策劃 ·············124
第6 章 產(chǎn)品策劃 ································128
6.1 產(chǎn)品策劃概述 ····························130
6.1.1 產(chǎn)品策劃的含義及意義 ·······130
6.1.2 產(chǎn)品策劃的思路 ················133
6.2 新產(chǎn)品開(kāi)發(fā)策劃 ·························135
6.2.1 新產(chǎn)品的種類 ···················135
6.2.2 新產(chǎn)品開(kāi)發(fā)的風(fēng)險(xiǎn) ·············136
6.2.3 新產(chǎn)品開(kāi)發(fā)的要求、形式及
方向 ·······························138
6.2.4 新產(chǎn)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(shè)計(jì)策劃 ···················144
6.3.3 品牌延伸策劃 ···················147
6.4 產(chǎn)品包裝策劃 ····························150
6.4.1 產(chǎn)品包裝概述 ···················151
6.4.2 產(chǎn)品包裝策劃的內(nèi)容 ··········152
6.4.3 產(chǎn)品包裝策劃應(yīng)注意的
問(wèn)題 ·······························155
第7 章 定價(jià)策劃 ································157
7.1 定價(jià)策劃概述 ····························159
7.1.1 定價(jià)策劃的含義 ················ 159
7.1.2 影響定價(jià)策劃的因素 ·········· 159
7.1.3 定價(jià)策劃的原則 ················ 163
7.1.4 定價(jià)策劃的風(fēng)險(xiǎn)防范 ·········· 164
7.2 新產(chǎn)品定價(jià)策劃 ························· 166
7.2.1 撇脂定價(jià) ························· 166
7.2.2 滲透定價(jià) ························· 168
7.2.3 滿意定價(jià) ························· 169
7.3 價(jià)格調(diào)整策劃 ···························· 170
7.3.1 提價(jià)策劃 ························· 171
7.3.2 降價(jià)策劃 ························· 172
7.3.3 價(jià)格折扣策劃 ··················· 173
第8 章 營(yíng)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(shè)計(jì)策劃 ··················· 180
8.2 招商策劃 ·································· 183
8.2.1 商業(yè)伙伴的選擇標(biāo)準(zhǔn) ·········· 183
8.2.2 商業(yè)客戶的考察評(píng)價(jià) ·········· 184
8.2.3 招商方式的選擇 ················ 185
8.2.4 供應(yīng)鏈關(guān)系策劃 ················ 187
8.3 物流運(yùn)作策劃 ···························· 190
8.3.1 物流概述 ························· 190
8.3.2 物流運(yùn)作策劃 ··················· 194
8.4 渠道風(fēng)險(xiǎn)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(shè)計(jì) ············· 208
9.2.2 人員促銷程序策劃 ············· 209
9.2.3 推銷人員薪酬與績(jī)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(guò)程 ··········224
9.3.3 廣告創(chuàng)意策劃 ···················229
9.4 營(yíng)業(yè)推廣策劃 ····························231
9.4.1 營(yíng)業(yè)推廣形式策劃 ·············232
9.4.2 營(yíng)業(yè)推廣控制策劃 ·············233
9.4.3 展會(huì)營(yíng)銷策劃 ···················234
9.5 企業(yè)形象策劃 ····························236
9.5.1 企業(yè)形象整體系統(tǒng)構(gòu)成
分析 ·······························236
9.5.2 企業(yè)理念識(shí)別系統(tǒng)策劃 ·······239
9.5.3 企業(yè)行為識(shí)別系統(tǒng)策劃 ·······242
9.5.4 企業(yè)視覺(jué)識(shí)別系統(tǒng)策劃 ·······242
第10 章 營(yíng)銷策劃書(shū)的編制 ················248
10.1 營(yíng)銷策劃書(shū)概述 ·······················252
10.1.1 營(yíng)銷策劃書(shū)的含義及
作用 ·····························252
10.1.2 營(yíng)銷策劃書(shū)的種類 ···········253
10.1.3 營(yíng)銷策劃書(shū)的編制原則 ·····254
10.2 營(yíng)銷策劃書(shū)的基本模式 ··············255
10.3 營(yíng)銷策劃書(shū)的內(nèi)容結(jié)構(gòu) ··············256
10.4 營(yíng)銷策劃書(shū)的編寫(xiě)要求與
編寫(xiě)技巧 ·································· 261
10.4.1 營(yíng)銷策劃書(shū)的編寫(xiě)要求 ····· 261
10.4.2 營(yíng)銷策劃書(shū)的編寫(xiě)技巧 ····· 262
第11 章 營(yíng)銷策劃管理 ······················· 266
11.1 營(yíng)銷策劃人員的素質(zhì)要求 ··········· 268
11.1.1 營(yíng)銷策劃人員應(yīng)具備的
知識(shí) ····························· 268
11.1.2 營(yíng)銷策劃人員應(yīng)具備的
素養(yǎng) ····························· 269
11.1.3 營(yíng)銷策劃人員應(yīng)具備的
能力 ····························· 270
11.2 營(yíng)銷策劃組織與營(yíng)銷策劃的
實(shí)施 ······································ 274
11.2.1 營(yíng)銷策劃組織 ················· 275
11.2.2 營(yíng)銷策劃的實(shí)施 ·············· 278
11.3 營(yíng)銷策劃控制與效果評(píng)估 ··········· 282
11.3.1 營(yíng)銷策劃控制 ················· 283
11.3.2 營(yíng)銷策劃效果評(píng)估 ··········· 288
參考文獻(xiàn) ·············································· 293
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市場(chǎng)營(yíng)銷策劃(第2版) 作者簡(jiǎn)介

楊勇
----------------------------
楊勇，現(xiàn)為運(yùn)城學(xué)院經(jīng)濟(jì)管理系教授、運(yùn)城學(xué)院非公有經(jīng)濟(jì)研究中心主任。中國(guó)高校市場(chǎng)學(xué)研究會(huì)理事、山西商業(yè)經(jīng)濟(jì)學(xué)會(huì)常務(wù)理事及學(xué)術(shù)委員會(huì)委員、運(yùn)城市工商聯(lián)（總商會(huì)）企業(yè)管理咨詢顧問(wèn)、運(yùn)城市人社局公務(wù)員面試考官、鹽湖區(qū)政協(xié)委員、運(yùn)城市商業(yè)聯(lián)合會(huì)副會(huì)長(zhǎng)、運(yùn)城市企業(yè)家商會(huì)副會(huì)長(zhǎng)、晉陜?cè)S河金三角文化旅游協(xié)會(huì)副會(huì)長(zhǎng)。

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