1.从公司战略到市场运作 * 从战略营销到运作营销的方法，关键步骤 * 从市场细分到运作细分 * 业务营销的行动范围 2.线上与线下的市场计划的成功 * 线上与线下市场运作计划的各个步骤 * 沟通策略 - 对象、目标、信息、 支持 * 明确运作营销计划的结构 3.构建有吸引力的信息 * 信息的组成部分：言语，可视化图片，图标，视频…… * 使用论据与各类信息为顾客创造价值 * 适应顾客的新增购买动机：定位 * 将产品/服务特点诠释为对顾客的实际利益 4.为销售创建辅助手段 * 销售论据 - 七项关键原则 * 其他工具 - 产品档案、产品目录、可视化辅助材料 * 市场宣传手册 5.销售促销 * 促销活动：类型和规则 * 各种促销技巧：优势与局限 * 游击营销与街头营销 - 小成本营销 * 展销会 - 商业与促销行动协同合作 6.多渠道直接营销使用的媒介 * 多渠道直接营销活动 * 不同媒介的运用 - 电子邮件，传统邮件，传真，邮购广告，优惠券，ISA （网络安全服务器），邮件捆绑广告，邮件订阅列表…… * 邮件技巧：正确的做法 7.网络在业务营销计划中的角色 * 网站成功的关键要素 * 自然排名与竞价排名 * Web 2.0与市场营销 - 规模传播管理 * 广告客户与品牌参与的四条方针 * 运用社交网络和公司博客 * 围绕公司产品与品牌开展病毒营销 8.线上与线下的广告传播 * 广告战中的关键点 - 战略副本和创造性工作计划 * 媒体的选择 - 优势、局限和表现指标 * 多渠道媒体投放方案和高效措施 9.业务营销计划中的公共关系 * 公关关系运作的五个关键阶段 * 媒体关系 - 会见记者的方式及工具 10.衡量与控制结果 * 成功的衡量标准 - 衡量行动与目标的关键指标 * 从行动总结中做业务方面的挖掘 - 管理指标及信号 1. From strategy to marketing operations * From strategic marketing to operational marketing: process and critical stages * From market segments to operation segments * Action scope of operational marketing 2. Succeeding in marketing plan online and offline * Stages of marketing plan online and offline * Communication strategy - Target audiences, objectives, messages, supports * Clarifying structures of operational marketing plans 3. Elaborating attractive messages * Components of message: presentation, visuals, logo, video… * Creating value for customers through arguments and messages * Adapting to new purchasing motivation of customers: positioning * Interpreting characters of products / services into actual benefits of customer 4. Setting up secondary supports for sales * Sales arguments - 7 key principles * Other tools - Product files, catalogues, visual aids * Promotion manual 5. Sales promotion * Promotion campaigns: type and rule * Various promotion techniques: advantages and limits * Guerilla marketing and street marketing - Low budget promotions * Trade fair - Coordinating business with promotion activities 6. Medias for multichannel direct marketing * Multichannel direct marketing campaigns * Using different medias - E-mailing, mailing, fax, bus-mailing, couponing, ISA, asilage, newsletter... * Art of mail: best practices 7. Web in operational marketing plan * Key factors for successful website * Natural listing or paid listing * Web 2.0 and marketing - Influential communication management * 4 guides of advertiser and brand engagement * Using social networks and corporate blogs * Developing viral marketing for your products and brands 8. Advertising communication online and offline * Key points of commercial campaign - Copy strategy and creative work plan * Selection of media - Advantages, limits and performance indicators * Multichannel media release plan and efficient measurement 9. Public relations in operational marketing plan * 5 key stages of PR operation * Press relationships - Tools and methods of meeting with journalists 10. Monitoring and measuring results * Successful measurement criteria - Key indicators of action and goal measurement * Exploring business from action debrief - Managing indicators and signals
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课程大纲
* 从战略营销到运作营销的方法，关键步骤
* 从市场细分到运作细分
* 业务营销的行动范围
2.线上与线下的市场计划的成功
* 线上与线下市场运作计划的各个步骤
* 沟通策略
- 对象、目标、信息、 支持
* 明确运作营销计划的结构
3.构建有吸引力的信息
* 信息的组成部分：言语，可视化图片，图标，视频……
* 使用论据与各类信息为顾客创造价值
* 适应顾客的新增购买动机：定位
* 将产品/服务特点诠释为对顾客的实际利益
4.为销售创建辅助手段
* 销售论据
- 七项关键原则
* 其他工具
- 产品档案、产品目录、可视化辅助材料
* 市场宣传手册
5.销售促销
* 促销活动：类型和规则
* 各种促销技巧：优势与局限
* 游击营销与街头营销
- 小成本营销
* 展销会
- 商业与促销行动协同合作
6.多渠道直接营销使用的媒介
* 多渠道直接营销活动
* 不同媒介的运用
- 电子邮件，传统邮件，传真，邮购广告，优惠券，ISA
（网络安全服务器），邮件捆绑广告，邮件订阅列表……
* 邮件技巧：正确的做法
7.网络在业务营销计划中的角色
* 网站成功的关键要素
* 自然排名与竞价排名
* Web 2.0与市场营销
- 规模传播管理
* 广告客户与品牌参与的四条方针
* 运用社交网络和公司博客
* 围绕公司产品与品牌开展病毒营销
8.线上与线下的广告传播
* 广告战中的关键点
- 战略副本和创造性工作计划
* 媒体的选择
- 优势、局限和表现指标
* 多渠道媒体投放方案和高效措施
9.业务营销计划中的公共关系
* 公关关系运作的五个关键阶段
* 媒体关系
- 会见记者的方式及工具
10.衡量与控制结果
* 成功的衡量标准
- 衡量行动与目标的关键指标
* 从行动总结中做业务方面的挖掘
- 管理指标及信号
1. From strategy to marketing operations
* From strategic marketing to operational marketing: process and critical stages
* From market segments to operation segments
* Action scope of operational marketing
2. Succeeding in marketing plan online and offline
* Stages of marketing plan online and offline
* Communication strategy
- Target audiences, objectives, messages, supports
* Clarifying structures of operational marketing plans
3. Elaborating attractive messages
* Components of message: presentation, visuals, logo, video…
* Creating value for customers through arguments and messages
* Adapting to new purchasing motivation of customers: positioning
* Interpreting characters of products / services into actual benefits of customer
4. Setting up secondary supports for sales
* Sales arguments
- 7 key principles
* Other tools
- Product files, catalogues, visual aids
* Promotion manual
5. Sales promotion
* Promotion campaigns: type and rule
* Various promotion techniques: advantages and limits
* Guerilla marketing and street marketing
- Low budget promotions
* Trade fair
- Coordinating business with promotion activities
6. Medias for multichannel direct marketing
* Multichannel direct marketing campaigns
* Using different medias
- E-mailing, mailing, fax, bus-mailing, couponing, ISA, asilage, newsletter...
* Art of mail: best practices
7. Web in operational marketing plan
* Key factors for successful website
* Natural listing or paid listing
* Web 2.0 and marketing
- Influential communication management
* 4 guides of advertiser and brand engagement
* Using social networks and corporate blogs
* Developing viral marketing for your products and brands
8. Advertising communication online and offline
* Key points of commercial campaign
- Copy strategy and creative work plan
* Selection of media
- Advantages, limits and performance indicators
* Multichannel media release plan and efficient measurement
9. Public relations in operational marketing plan
* 5 key stages of PR operation
* Press relationships
- Tools and methods of meeting with journalists
10. Monitoring and measuring results
* Successful measurement criteria
- Key indicators of action and goal measurement
* Exploring business from action debrief
- Managing indicators and signals
本课程名称： 市场运作：原则与工具
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