市场营销策划（第2版）

本书根据高等院校营销策划人才培养及企业营销策划团队建设的需要，适应企业营销策划专业化、规范化、个性化的要求，依据营销策划的基本原理，结合国内外营销策划的实践，从营销策划的起源与发展、营销策划基本原理、营销策划调研、营销策划的思维与创意、营销战略策划、4P(产品、定价、渠道和促销)策划、营销策划书的编制、营销策划管理等方面展开系统论述。本书结构清晰，逻辑性强，将营销实战中的经验、成功策划案例优化结合在每章节的重要原理中，融“原理、实战原则以及案例”为一体，力求突出教材的理论性、科学性及实践应用性的特征。本书既适合作为高等院校市场营销专业教材，也可供其他经管类专业学生使用，还可供企业经营管理和营销策划人员在实际工作中参考及自学使用。

杨勇 ---------------------------- 杨勇，现为运城学院经济管理系教授、运城学院非公有经济研究中心主任。中国高校市场学研究会理事、山西商业经济学会常务理事及学术委员会委员、运城市工商联（总商会）企业管理咨询顾问、运城市人社局公务员面试考官、盐湖区政协委员、运城市商业联合会副会长、运城市企业家商会副会长、晋陕豫黄河金三角文化旅游协会副会长。

第1 章 营销策划概述 ····························1 1.1 营销策划的发展 ····························3 1.1.1 我国营销策划的发展 ·············3 1.1.2 国外营销策划的发展 ·············6 1.2 营销策划的内涵与特点 ···················6 1.2.1 营销策划的内涵 ···················6 1.2.2 营销策划的特点 ···················9 1.3 营销策划的作用与内容 ················· 10 1.3.1 营销策划的作用 ················· 10 1.3.2 营销策划的内容 ················· 12 1.4 营销策划的基本原则与方法 ··········· 16 1.4.1 营销策划的基本原则 ··········· 16 1.4.2 营销策划的方法 ················· 19 1.5 营销策划程序 ····························· 23 1.5.1 国外对策划程序的界定 ········ 23 1.5.2 营销策划的一般程序 ··········· 26 第2 章 营销策划原理 ·························· 33 2.1 策划的基本原理及其在营销中的 应用 ········································· 35 2.1.1 奇正原理 ·························· 35 2.1.2 系统原理 ·························· 38 2.1.3 博弈原理 ·························· 40 2.1.4 裂变原理 ·························· 42 2.2 营销策划基本原理 ······················· 43 2.2.1 整合原理 ·························· 43 2.2.2 人本原理 ·························· 45 2.2.3 差异原理 ·························· 46 2.2.4 效益原理 ·························· 46 2.2.5 简易原理 ·························· 46 2.2.6 法理原理 ·························· 46 第3 章 营销策划调研 ·························· 51 3.1 营销策划调研概述 ······················· 53 3.1.1 营销策划调研的含义 ··········· 53 3.1.2 营销策划调研的特征 ··········· 53 3.1.3 营销策划调研的作用 ··········· 56 3.1.4 营销策划调研的流程 ··········· 57 3.2 营销策划调研的内容、原则与方法 ··· 58 3.2.1 营销策划调研的内容 ··········· 58 3.2.2 营销策划调研的原则 ··········· 62 3.2.3 营销策划调研的方法 ··········· 62 3.3 营销策划调研计划书与调研报告的 编制 ········································· 66 3.3.1 营销策划调研计划书的 编制 ································ 66 3.3.2 营销策划调研报告的编制 ····· 68 第4 章 营销策划思维与创意 ··············· 72 4.1 营销策划思维 ····························· 74 4.1.1 营销策划思维特点 ·············· 74 4.1.2 营销策划思维方法 ·············· 76 4.2 营销策划创意 ····························· 80 4.2.1 创意理论与规律 ················· 80 4.2.2 营销策划创意的特点 ··········· 85 4.2.3 营销策划创意的方法 ··········· 87 4.2.4 营销策划创意意识的培养、 营销策划创意的思维原则与 开发途径 ·························· 93 第5 章 营销战略策划 ·························102 5.1 市场细分策划 ····························104 5.1.1 市场细分策划的作用和 基础 ·······························104 5.1.2 市场细分策划的标准 ··········107 5.1.3 市场细分策划的方法 ··········109 5.2 目标市场选择策划 ······················111 5.2.1 目标市场营销策略策划 ·······111 5.2.2 目标市场进入策划 ·············112 5.3 市场定位策划 ····························114 5.3.1 市场定位步骤策划 ·············115 5.3.2 市场定位策略策划 ·············117 5.3.3 市场定位策划的最佳途径 ····119 5.4 市场竞争策划 ····························120 5.4.1 市场竞争战略策划 ·············120 5.4.2 市场竞争策略策划 ·············124 第6 章 产品策划 ································128 6.1 产品策划概述 ····························130 6.1.1 产品策划的含义及意义 ·······130 6.1.2 产品策划的思路 ················133 6.2 新产品开发策划 ·························135 6.2.1 新产品的种类 ···················135 6.2.2 新产品开发的风险 ·············136 6.2.3 新产品开发的要求、形式及 方向 ·······························138 6.2.4 新产品上市与推广策划 ·······139 6.3 品牌策划 ··································143 6.3.1 品牌策划概述 ···················143 6.3.2 品牌设计策划 ···················144 6.3.3 品牌延伸策划 ···················147 6.4 产品包装策划 ····························150 6.4.1 产品包装概述 ···················151 6.4.2 产品包装策划的内容 ··········152 6.4.3 产品包装策划应注意的 问题 ·······························155 第7 章 定价策划 ································157 7.1 定价策划概述 ····························159 7.1.1 定价策划的含义 ················ 159 7.1.2 影响定价策划的因素 ·········· 159 7.1.3 定价策划的原则 ················ 163 7.1.4 定价策划的风险防范 ·········· 164 7.2 新产品定价策划 ························· 166 7.2.1 撇脂定价 ························· 166 7.2.2 渗透定价 ························· 168 7.2.3 满意定价 ························· 169 7.3 价格调整策划 ···························· 170 7.3.1 提价策划 ························· 171 7.3.2 降价策划 ························· 172 7.3.3 价格折扣策划 ··················· 173 第8 章 营销渠道策划 ························· 176 8.1 渠道策划概述 ···························· 178 8.1.1 影响渠道策划的因素 ·········· 178 8.1.2 渠道设计策划 ··················· 180 8.2 招商策划 ·································· 183 8.2.1 商业伙伴的选择标准 ·········· 183 8.2.2 商业客户的考察评价 ·········· 184 8.2.3 招商方式的选择 ················ 185 8.2.4 供应链关系策划 ················ 187 8.3 物流运作策划 ···························· 190 8.3.1 物流概述 ························· 190 8.3.2 物流运作策划 ··················· 194 8.4 渠道风险防范策划 ······················ 199 第9 章 促销策划 ································ 202 9.1 促销策划概述 ···························· 204 9.1.1 促销策划的含义与作用 ······· 204 9.1.2 促销策划的类型和原则 ······· 205 9.1.3 促销策划的步骤 ················ 206 9.2 人员促销策划 ···························· 207 9.2.1 人员促销组织设计 ············· 208 9.2.2 人员促销程序策划 ············· 209 9.2.3 推销人员薪酬与绩效管理 策划 ······························· 218 9.3 广告策划 ·································· 221 9.3.1 广告策划概述 ··················· 221 9.3.2 广告策划的一般过程 ··········224 9.3.3 广告创意策划 ···················229 9.4 营业推广策划 ····························231 9.4.1 营业推广形式策划 ·············232 9.4.2 营业推广控制策划 ·············233 9.4.3 展会营销策划 ···················234 9.5 企业形象策划 ····························236 9.5.1 企业形象整体系统构成 分析 ·······························236 9.5.2 企业理念识别系统策划 ·······239 9.5.3 企业行为识别系统策划 ·······242 9.5.4 企业视觉识别系统策划 ·······242 第10 章 营销策划书的编制 ················248 10.1 营销策划书概述 ·······················252 10.1.1 营销策划书的含义及 作用 ·····························252 10.1.2 营销策划书的种类 ···········253 10.1.3 营销策划书的编制原则 ·····254 10.2 营销策划书的基本模式 ···