項(xiàng)目一 充分了解市場(chǎng)·······················1
任務(wù)一 市場(chǎng)和市場(chǎng)營(yíng)銷···············2
一、市場(chǎng)的定義····················3
二、市場(chǎng)營(yíng)銷學(xué)的定義···········3
三、市場(chǎng)營(yíng)銷學(xué)中的市場(chǎng)········3
任務(wù)二 需要、欲望和需求············4
一、需要······························4
二、交換和交易····················6
三、營(yíng)銷觀念的演變··············6
任務(wù)三 市場(chǎng)的分類·····················9
一、按照供應(yīng)與需求之間的關(guān)系······························9
二、按照購(gòu)買者的購(gòu)買目的和身份························.10
三、按產(chǎn)品或服務(wù)供給方的狀況···························.10
任務(wù)四 學(xué)會(huì)市場(chǎng)分析···············.10
一、宏觀環(huán)境分析··············.10
二、微觀環(huán)境分析··············.11
三、SWOT 分析法··············.12
項(xiàng)目二 講好產(chǎn)品···························.16
任務(wù)一 產(chǎn)品整體概念···············.17
一、產(chǎn)品概念····················.18
二、產(chǎn)品整體概念的意義·····.18
任務(wù)二 FABE 產(chǎn)品介紹法··········.19
一、產(chǎn)品特征····················.19
二、產(chǎn)品的獨(dú)特功能···········.20
三、帶給客戶的利益···········.20
四、利益的相關(guān)證據(jù)···········.20
任務(wù)三 組合策略·····················.21
一、產(chǎn)品組合的概念···········.21
二、產(chǎn)品組合的性質(zhì)···········.21
三、產(chǎn)品的組合策略···········.22
四、優(yōu)化產(chǎn)品組合··············.23
任務(wù)四 制定產(chǎn)品的包裝策略······.25
一、常見(jiàn)的包裝策略···········.25
二、制定包裝策略的依據(jù)·····.26
三、優(yōu)化包裝策略··············.26
任務(wù)五 產(chǎn)品的定位與STP 營(yíng)銷··.27
一、產(chǎn)品的定位·················.27
二、STP 產(chǎn)品營(yíng)銷··············.29
三、品牌差異化·················.31
任務(wù)六 產(chǎn)品介紹在新媒體平臺(tái)的運(yùn)用···························.34
一、新媒體平臺(tái)的選擇········.34
二、產(chǎn)品介紹的策略···········.34
三、新媒體平臺(tái)的運(yùn)用技巧··.35
四、操作步驟····················.35
項(xiàng)目三 用好價(jià)格策略····················.37
任務(wù)一 價(jià)格的形成機(jī)制············.39
一、選擇定價(jià)目標(biāo)··············.39
二、確定需求····················.40
三、估計(jì)成本····················.41
四、分析競(jìng)爭(zhēng)者的產(chǎn)品及價(jià)格··························.41
五、選擇定價(jià)方法··············.41
六、選定最終價(jià)格··············.44
任務(wù)二 價(jià)格策略·····················.45
一、常見(jiàn)的價(jià)格策略···········.45
二、產(chǎn)品組合的定價(jià)···········.49
任務(wù)三 產(chǎn)品生命周期中的價(jià)格策略···························.51
一、產(chǎn)品生命周期··············.51
二、導(dǎo)入期的價(jià)格策略········.51
三、成長(zhǎng)期的價(jià)格策略········.52
四、成熟期的價(jià)格策略········.52
五、衰退期的價(jià)格策略········.52
任務(wù)四 顧客和競(jìng)爭(zhēng)者對(duì)調(diào)價(jià)的
反應(yīng)···························.53
一、顧客對(duì)調(diào)價(jià)的反應(yīng)········.53
二、競(jìng)爭(zhēng)者對(duì)調(diào)價(jià)的反應(yīng)·····.54
任務(wù)五 新媒體平臺(tái)中產(chǎn)品定價(jià)
策略···························.55
一、動(dòng)態(tài)定價(jià)與實(shí)時(shí)調(diào)價(jià)·····.56
二、數(shù)據(jù)驅(qū)動(dòng)的心理定價(jià)·····.56
三、互動(dòng)式定價(jià)策略···········.57
四、內(nèi)容營(yíng)銷提升價(jià)值感知··.57
五、競(jìng)爭(zhēng)導(dǎo)向的敏捷響應(yīng)·····.57
項(xiàng)目四 運(yùn)用成本最優(yōu)化的渠道體系··.59
任務(wù)一 認(rèn)識(shí)分銷渠道···············.60
一、分銷渠道的概念···········.60
二、分銷渠道的特征···········.60
三、分銷渠道的功能···········.61
四、分銷渠道的流程···········.62
五、分銷渠道的成員···········.63
六、分銷渠道的類型與層級(jí)··.66
七、分銷渠道的系統(tǒng)模式·····.67
任務(wù)二 分銷渠道的建立············.69
一、選擇分銷渠道的原則·····.69
二、分銷渠道建立的步驟·····.70
任務(wù)三 分銷渠道管理···············.72
一、選擇渠道成員··············.72
二、評(píng)價(jià)與激勵(lì)渠道成員·····.74
三、調(diào)整分銷渠道··············.75
項(xiàng)目五 繽紛出彩的促銷策略···········.77
任務(wù)一 促銷及促銷組合············.78
一、促銷及促銷組合的概念··.78
二、促銷的作用·················.79
三、促銷的基本策略···········.80
任務(wù)二 打好廣告·····················.81
一、廣告的定義·················.81
二、廣告的作用·················.81
三、廣告的類型·················.82
四、廣告媒體的選擇···········.83
五、廣告效果的測(cè)定···········.84
任務(wù)三 人員推銷·····················.86
一、人員推銷的概念和基本形式··························.86
二、人員推銷的步驟···········.87
三、人員推銷的方法···········.88
四、推銷人員的管理···········.89
任務(wù)四 公共關(guān)系·····················.90
一、公共關(guān)系的含義···········.90
二、公共關(guān)系的作用···········.91
三、公共關(guān)系的促銷方式·····.92
四、公共關(guān)系的工作程序·····.93
任務(wù)五 營(yíng)業(yè)推廣·····················.94
一、營(yíng)業(yè)推廣的概念與特點(diǎn)··.94
二、營(yíng)業(yè)推廣的種類和具體形式··························.95
任務(wù)六 促銷活動(dòng)在新媒體平臺(tái)的運(yùn)用···························.99
一、新媒體平臺(tái)開(kāi)展促銷活動(dòng)的具體步驟和策略········.99
二、運(yùn)用新媒體平臺(tái)開(kāi)展促銷活動(dòng)的優(yōu)勢(shì)················.100
三、運(yùn)用新媒體平臺(tái)開(kāi)展促銷活動(dòng)的注意事項(xiàng)··········.100
項(xiàng)目六 服務(wù)迅速優(yōu)質(zhì)的物流保障·····102
任務(wù)一 物流的選擇··················103
一、物流基礎(chǔ)知識(shí)··············104
二、市場(chǎng)營(yíng)銷與物流的關(guān)系···106
三、物流與快遞的區(qū)別········107
四、運(yùn)輸合理化·················108
五、市場(chǎng)營(yíng)銷物流模式的選擇···························110
任務(wù)二 倉(cāng)儲(chǔ)機(jī)制·····················112
一、倉(cāng)儲(chǔ)的基礎(chǔ)知識(shí)···········113
二、倉(cāng)庫(kù)的選址與布局········115
三、倉(cāng)儲(chǔ)作業(yè)流程··············117
四、倉(cāng)儲(chǔ)管理合理化機(jī)制·····122
任務(wù)三 利用新媒體獲客············125
一、內(nèi)容重構(gòu)····················126
二、場(chǎng)景融合····················128
三、數(shù)據(jù)驅(qū)動(dòng)····················129
項(xiàng)目七 品牌塑造升級(jí)的競(jìng)爭(zhēng)策略·····130
任務(wù)一 品牌的內(nèi)涵及其分類······131
一、品牌的內(nèi)涵················.132
二、品牌的構(gòu)成要素··········.133
三、品牌的分類················.134
任務(wù)二 講好品牌故事··············.137
一、品牌傳播的內(nèi)涵··········.138
二、品牌傳播的原則··········.139
三、品牌傳播的策略··········.140
任務(wù)三 熟悉品牌競(jìng)爭(zhēng)策略········.143
一、品牌推廣···················.143
二、品牌創(chuàng)新···················.145
項(xiàng)目八 營(yíng)銷新理念······················.151
任務(wù)一 理解綠色營(yíng)銷··············.152
一、綠色營(yíng)銷的定義··········.152
二、綠色營(yíng)銷的意義··········.153
三、綠色營(yíng)銷的策略··········.155
任務(wù)二 人工智能營(yíng)銷··············.157
一、人工智能營(yíng)銷的定義····.157
二、人工智能營(yíng)銷的能力····.158
三、人工智能營(yíng)銷的策略····.159