市場(chǎng)運(yùn)作：原則與工具

1.從公司戰(zhàn)略到市場(chǎng)運(yùn)作
從戰(zhàn)略營(yíng)銷到運(yùn)作營(yíng)銷的方法，關(guān)鍵步驟
從市場(chǎng)細(xì)分到運(yùn)作細(xì)分
業(yè)務(wù)營(yíng)銷的行動(dòng)范圍

2.線上與線下的市場(chǎng)計(jì)劃的成功
線上與線下市場(chǎng)運(yùn)作計(jì)劃的各個(gè)步驟
溝通策略
對(duì)象、目標(biāo)、信息、 支持
明確運(yùn)作營(yíng)銷計(jì)劃的結(jié)構(gòu)

3.構(gòu)建有吸引力的信息
信息的組成部分：言語(yǔ)，可視化圖片，圖標(biāo)，視頻……
使用論據(jù)與各類信息為顧客創(chuàng)造價(jià)值
適應(yīng)顧客的新增購(gòu)買動(dòng)機(jī)：定位
將產(chǎn)品/服務(wù)特點(diǎn)詮釋為對(duì)顧客的實(shí)際利益

4.為銷售創(chuàng)建輔助手段
銷售論據(jù)
七項(xiàng)關(guān)鍵原則

其他工具
產(chǎn)品檔案、產(chǎn)品目錄、可視化輔助材料

市場(chǎng)宣傳手冊(cè)

5.銷售促銷
促銷活動(dòng)：類型和規(guī)則
各種促銷技巧：優(yōu)勢(shì)與局限
游擊營(yíng)銷與街頭營(yíng)銷
小成本營(yíng)銷

展銷會(huì)
商業(yè)與促銷行動(dòng)協(xié)同合作

6.多渠道直接營(yíng)銷使用的媒介
多渠道直接營(yíng)銷活動(dòng)
不同媒介的運(yùn)用
電子郵件，傳統(tǒng)郵件，傳真，郵購(gòu)廣告，優(yōu)惠券，ISA
（網(wǎng)絡(luò)安全服務(wù)器），郵件捆綁廣告，郵件訂閱列表……
郵件技巧：正確的做法

7.網(wǎng)絡(luò)在業(yè)務(wù)營(yíng)銷計(jì)劃中的角色
網(wǎng)站成功的關(guān)鍵要素
自然排名與競(jìng)價(jià)排名
Web 2.0與市場(chǎng)營(yíng)銷
規(guī)模傳播管理

廣告客戶與品牌參與的四條方針
運(yùn)用社交網(wǎng)絡(luò)和公司博客
圍繞公司產(chǎn)品與品牌開(kāi)展病毒營(yíng)銷

8.線上與線下的廣告?zhèn)鞑?/strong>
廣告戰(zhàn)中的關(guān)鍵點(diǎn)
戰(zhàn)略副本和創(chuàng)造性工作計(jì)劃

媒體的選擇
優(yōu)勢(shì)、局限和表現(xiàn)指標(biāo)

多渠道媒體投放方案和高效措施

9.業(yè)務(wù)營(yíng)銷計(jì)劃中的公共關(guān)系
公關(guān)關(guān)系運(yùn)作的五個(gè)關(guān)鍵階段
媒體關(guān)系
會(huì)見(jiàn)記者的方式及工具

10.衡量與控制結(jié)果
成功的衡量標(biāo)準(zhǔn)
衡量行動(dòng)與目標(biāo)的關(guān)鍵指標(biāo)

從行動(dòng)總結(jié)中做業(yè)務(wù)方面的挖掘
管理指標(biāo)及信號(hào)


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
Emailing, mailing, fax, busmailing, 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