3M37圖解式成功撰寫行銷企劃案第三版

www.wunan.com.
tw (02)2705-5066
www.wunan.com.tw (02)2705-5066
Contents
iii
1 4
1 2 28 3 15 4 8
iv
hope88@xuite.net
Contents
Part
1
3 14 15 19 21
6W/2H/1E 26 32 35 42 49 66 72 74 87 94 128
vi
21 20 188 195 197 203 136 147 155 171 181
Part
2
209 210 211
2 3
213 214
Contents 6 216 218 220
vii
7 8 9
221
10 223 11 225
12 226 13 231 14 Party 232 15 16 Show 17
234 237 238
18 242 19 20 250 251
viii
21 288 22 1,000
253 254
23 256 24 25 26 27 257 259 262 264
28 Brand Audit 269
Part
3
277 278 279 281
2 3
Contents 5 6 282 283 288 290 291 293 294
ix
7 8 9
10 3C 11 50
12 297 13 297
14 299 15 299
Part
4
360 305 326
100 100 HIGH 333 342 362 371 375 387
3 4 5 6 7 8
Part
Part 1
( ) 1. Sales 2. 1. 2. ( )
PM 1. PM (1) (2) (3) (4) (5) PM 2. (1) (2) (3) (4) (5) (6) (7) (8) (9) (10) (11) (12) BM 1. Brand Manager 2. P&G
Part 1
( )

VIP
( )

Part 1
1. (1) (2) (3) (4) (5) (6)
(7) (8) (9) 2. (1) (2) (3) (4) VIP (5) P&G 6 (6)
Part 1
3. (1) (2) (3) (4) 4. (1) (2) POP (3) (4)
10
(5) SP 5.
(1) (2) (3) (4) (5) (6) (7) (8) (9)
1.
2.
(1) (2) (3) (4) (5) (6)
3.
(1) (2) (3) (4) (1) (2) (3) (4) (5) SP
4.
5.
Part 1
11
( )
1. 2.

3.
4.
5.
6.
( )
1.

2. 3. 4.
12
1. 2.

3. 4. 5. 6.
( )
1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14.

1. 2. 3. 4. 5. 6. 7.
R&D
Part 1
13
( )
1. Thinking
2. Insighting
3. Information

4. Strategy
5. Reporting
6. Decision-Making
7. Implementing
8. Coordinating 9. Making MoneyMaking Profit
14
SWOT
6W/3H/1E (1) (2) (3) (4)(5)(6) (7) TVCF NP MG RD OOH In-Store Internet PR Event CRM Slogan VIP
U. S. P.
1-1
Part 1
15
1-2 5 6 10 S-T-P 8P/1S/1C 8P/1S/1C
16

(1) (2) (3) (4) (1) (Product) (2)(Price) (3) (Place) (4) (Promotion) (5)(PR) (6) (Physical Environment) (7) (Personal Sales) (8) (Process) (9) (Service) (10) (CRM) 3 4 5 (1) (2) (1) (2) (3) (4) (5) (6) (7) (8) (9) (1) (Customer Satisfaction) (1)
S-T-P 8P/1S/1C (C. S) (Loyalty)
(1)SWOT (2)3C (Consumer CompetitorCompany) (3) (4)
(1) S (2) T (3) P
(1) (2) (3) (4) (5) (6) (7) (8) (9) (10)
R&D
1-2
Part 1
17
18
R&D
Part 1
19
VIP
Slogan Logo Run Down
20
Part 1
21
22
How to do (1) (2) Cost & Effect VIP EPS
Part 1
23
6W/3H/1E Who Whom Why Where When What How to do How much How long Effectiveness
1. 2. 3. 4. 5. K. S. F. All of Dimension
24
(1) Why (2) How to do (3) Effect (4) How to do
(1) (2) Why (3) (4) How to do (5)
(1) (2) (3)
. , 2012. 02 ISBN 978-986-121-699-7 1. 2. 496 100014941
3M37
(445) 106 339 4 (02)2705-5066 http://www.wunan.com.tw (02)2706-6100
shuchuan@shuchuan.com.tw 01303853 (04)2223-0891 (07)2358-702 (02)2695-4083 169 27 8 (04)2223-3549 (07)2350-236 6 290
2006 10 2007 10 2008 9 2009 10 2010 8 2012 2

www.wunan.com.tw 400 (02)2705-5066

3M37圖解式成功撰寫行銷企劃案第三版

Uploaded by

Document Information

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

3M37圖解式成功撰寫行銷企劃案第三版

Uploaded by

Copyright:

Available Formats

www.wunan.com.

21 20 188 195 197 203 136 147 155 171 181

Contents 6 216 218 220

12 226 13 231 14 Party 232 15 16 Show 17

234 237 238

18 242 19 20 250 251

23 256 24 25 26 27 257 259 262 264

28 Brand Audit 269

Contents 5 6 282 283 288 290 291 293 294

100 100 HIGH 333 342 362 371 375 387

1. (1) (2) (3) (4) (5) (6)

3. (1) (2) (3) (4) 4. (1) (2) POP (3) (4)

(1) (2) (3) (4) (5) (6)

(1) (2) (3) (4) (1) (2) (3) (4) (5) SP

8. Coordinating 9. Making MoneyMaking Profit

1-2 5 6 10 S-T-P 8P/1S/1C 8P/1S/1C

S-T-P 8P/1S/1C (C. S) (Loyalty)

(1)SWOT (2)3C (Consumer CompetitorCompany) (3) (4)

(1) S (2) T (3) P

How to do (1) (2) Cost & Effect VIP EPS

(1) Why (2) How to do (3) Effect (4) How to do

(1) (2) Why (3) (4) How to do (5)

(1) (2) (3)

. , 2012. 02 ISBN 978-986-121-699-7 1. 2. 496 100014941

(445) 106 339 4 (02)2705-5066 http://www.wunan.com.tw (02)2706-6100

shuchuan@shuchuan.com.tw 01303853 (04)2223-0891 (07)2358-702 (02)2695-4083 169 27 8 (04)2223-3549 (07)2350-236 6 290

2006 10 2007 10 2008 9 2009 10 2010 8 2012 2

You might also like