何謂行銷?如何企劃?
何謂行銷軟體(Marketing)
簡單來說,行銷軟體是發掘消費者的需求,以最適時、最適地、最適價格,以最有效率、更合乎效能的方式,滿足目標市場的需求與慾望,進而創造新的需求。
更進一步的說,行銷軟體即是為達成個人或企業的目標,所採取一連串的動態過程;目的在於徹底了解消費者,並尋求出適合他們的產品或服務,使這些產品或服務能自我銷售,而使銷售成為多餘。因此行銷軟體可說是把產品或服務從生產者轉移至消費者或使用者的間的相互活動。
行銷軟體所包含之範圍
凡是企業和顧客間的接觸與交易都屬於行銷軟體所關心的範圍,舉凡一句口號,一個動作,一件商品,一種行為,都算是行銷軟體的方式。如果說推銷是一種戰鬥行為,那促銷就是戰術的支援,而行銷軟體就是戰略的企劃。
評估商品的流程
1、 市場分析
a. 同質性商品比較/差異性商品比較
b. 市場區隔/市場融合
c. 商品定位/目標市場鎖定
2、 產品分析
a. 特點
b. 賣點
c. 賣相
d. 價格
3、 SWOT分析
a. 產品優勢(Strength)
b. 產品劣勢(Weakness)
c. 機會點(Opportunity)
d. 威脅點(Threat)
商品行銷軟體的流程
1、 鎖定目標市場
a. 市場調查
b. 市場定位
2、 產品策略(Product Strategy)
a. 品牌決策(Brand)
b. 包裝決策(Package)
c. 標示決策(Label)
d. 服務決策(Service)
3、 價格策略(Price Strategy)
a. 市場評估/競爭者產品價格分析
b. 成本評估
seo
c. 通路評估
4、 通路策略(Place Strategy)
a. 零售商
b. 批發商
c. 代理商/經銷商
d. 傳統通路/一般商店
e. 加盟連鎖體系
f. 大型量販店
g. 超市/超商
h. 物流/倉儲
5、 推廣策略(Promotion Strategy)
a. 廣告(Advertising)
b. 活動(Activity)
c. 公關(Public relationship)
d. 促銷(Sales Promotion)
e. 人員推銷(Personal selling)
6、 行銷軟體診斷
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