一份书面的市场营销计划.ppt

* * Business Plan - Budget for Sales Marketing A written marketing plan is the back cloth against which operational decisions are taken on an on-going basis. Consequently too much detail should not be attempted. Its major function is to determine where the company is now, where it wants to go, and how to get there.一份书面的市场营销计划是整个酒店持续营运决策中不可缺少的基础和支柱。不要尝试做到面面俱到。它的主要功能是决定本酒店目前的定位和今后发展的方向及如何达到这个目标。 市场营销计划 - 营销部的预算 It lies at the heart of a company’s revenue-generating activities and from it flow all other corporate activities, such as timing of the cash flow, the size and character of the labor force, and so on.它是依赖于酒店为取得最大收益所采取的行为方式以及由此而产生的辅助方式， 例如现金流周期、劳动力成本的范围和特征等等 Why Business Plan is Important 市场营销计划的重要性 Business Plan is a goal 计划是目标 No Business Plan means can not evaluate 没有计划意味着不可能进行有效评估 Business Plan is one of a way to motivate staff 计划是激励员工的有效措施之一 “ A team without goals is just another ineffective committee” “一个没有目标的团体只是一群没有效率的团队” Business Plan Include 市场营销计划的内容 Overview 概述 Analysis 分析 Marketing Plan 市场计划 Supporting Program 支撑体系 Business Plan Include 市场营销计划的内容 Overview 概述 Overview 概述 Executive Summary 行政小结 Market Condition 市场环境 SWOT Positioning Statement 定位描述 Executive Summary 行政小结 Current Situation 目前状况 Changes Planned 可预见的变动 Anticipated for the Plan Year 对下一年的展望 Executive Summary should be a brief summary of the detailed findings that are to follow 行政小结是对需要执行的具体细节的简短描述 Market Condition 市场环境 External Factors 外部因素 Internal Factors 内部因素 Changes in the supply and demand for hotel accommodation 酒店住宿的供求变化 Competitive advantage and disadvantage 竞争的有利和不利条件 SWOT S – Strength 强项 W – Weakness 弱项 O – Opportunity 机会 T - Threat 威胁 Positioning Statement 定位描述 A single, simple message 单一、简单的信息 Sets you ap