1、SOSTAC PLANNING SYSTEM / 運用 SOSOTAC 系統撰寫策略性營銷傳播策劃方案Stage/步驟Section of plan/策劃階段Which answers / 所解決的問題SSituation/ 現狀Where are we now? /我們現在在哪里？OObjectives/ 目標Where do we want to bd /我們準備去哪里？SStrategy/策略How do we get there- broad steps) /我們如何到達那里-主要的步驟是哪些？E 1TTactics/戰術How do we get there individual s

2、teps? /我們如何達到那里-每一個詳細步驟是哪些？1AAction/ 行動What are the specific actions required for each individual tactical step? How do we get people to do them? /每一個詳細的戰術步驟需要采取哪些具體行動？如何安排人力資 源去完成任務？*CControl/ 控制How do we know we have arrived ? /我們如何知道是否已經到達目標？SOSTAC Stage 1：Situation Analysis (Internal) 1.1 perfor

3、mance, Competencies And PoliciesSOSTAC 步驟 1 :現狀分析 (內部)1.1 業績，競爭能力和競爭方針Key Result Area關鍵參數Specific area具體參數Past/present performance過去/現在的業績參數Strength優勢Weakness弱勢Trend improving or趨勢，改善或.Performance業績Profits /利潤Sales /銷售額Market ' s sha/e 市場份額Market segments/ 市場細化Positioning/市場定位Product portfolio/

4、產品組成Return/trend利潤率/趨勢Turnover trend營業額趨勢Leader/follower市場領導/跟隨者Market spread市場覆蠱舉N0.1 or No.10?第一或第十位Single or spread單一或系列產品Competencies競爭能力Marketing市場營銷Production生產Financial資金Technology技術Human resource 人力資源Management管理Particularly good or bad?很差或好？Operating efficiency生產效率Profitability利潤率Leading ed

5、ge or follower?領先或跟隨？Skill base management? 技能管理？Policy競爭方針Risk seeker/averse冒險/回避冒險Discontinuous/continuous間斷/連續innovations/extensions創新/擴張SOSTAC Stage (contd.)Situation Analysis (Internal) 1.2 Marketing Mix and Service mixSOSTAC 步驟 1 (續)： 現狀分析(內部)1.2市場營銷組合和服務組合Key Result Area關鍵參數Specific area具體參數P

6、ast/present performance過去/現在的業績參數Strength優勢Weakness弱勢Trend improving or趨勢，改善或.Marketing Mix營銷組合Product 產品Price 價格Place 通路 Promotion 促銷Quality產品質量Product portfolio產品組成Costs成本Prices價格Distribution penetration 分銷網絡建設 Integrated Communication audit整合傳播審核Mix促銷組成Positioning促銷定位Service Mix服務組合People人員Proces

7、ses 流程Physicals 標識系統Skill base and motivation技能和干勁Staff turnover人均宮業額Front counter and back全程®務流程Office processesPhysical evidence標識物(buildings/uniforms)(建筑 / 制服)SOSTAC Stage (contd.)Situation Analysis (Internal) 1.3 Customer MixSOSTAC步驟1 （續） :現狀分析 （內部）1.3客戶組合Customers客戶分類Segments市場區隔Size of se

8、gment區隔規模Potential目標市場潛 力Profitability (high, medium or low)禾【J潤率(高、中、 低)Distribution channels （accessible through ？）鋪貨渠道（通過何種 渠道到達市場終 端？）Media （trough which target market can be reached）媒體運用（通過何種 媒體傳播到目標市 場受眾）Rank (each market ' attractive-ness in terms of profitability)排序(按照各目標市場的 利潤率排序)Target

9、 market 1目標市場1Define/specify the target market:定義/確認目標市場Target market 2目標市場2Define/specify the target market: 定義/確認目標市場Target market 3目標市場Define/specify the target market: 定義/確認目標市場sSOSTAC Stage (contd.)Situation Analysis (Internal) 1.4 Customer RetentionSOSTAC 步驟 1 :現狀分析 （內部）1.4客戶維護Target market目標市

10、場Profile工作內容Customer satisfactionTrendCurrent score compared to: a. previous year' sb. industry average c. industry best d. any other industry best客戶的滿意來自 趨勢當前客戶滿意程度與。比較：a.去年b.同行業平均水平 c.同行業最好水平 d.各行業最好水平Loyalty levelsTrendCurrent score Compared to: a. previous year' sb. industry average c. i

11、ndustry best d. any other industry best客戶的忠誠度 趨勢當前客戶滿忠誠度與。比較： a.去年b.同行業平均水平 c.同行業最好水平d.各行業最好水平Intention to repurchaseTrendCurrent score compared to: a. previous year' sb. industry average c. industry best d. any other industry best客戶的重復購買率 趨勢當前各戶重復購買度與。比 較：a.去年b.同行業平均水平 c.同行業最好水平d.各行業最好水平Pareto

12、principleTrendBecoming more dependent on few customers ( eggs in one basket/pareto principle)20/80原理趨勢變得愈加依賴少數客戶(把 所有雞蛋放在一個籃子里，20/80原理)Target market 1目標市場1Define/ specify the target market: 定義/確認目標巾 場Target market 2目標市場2Define/ specify the target market: 定義/確認目標巾 場Target market3 目標市場3Define/ specify

13、 the target market:定義/確認目標巾 場SOSTAC Stage (contd.) 1: Situation Analysis (Internal) 1.5 Customer DMUs and Opinion FormersSOSTAC步驟 1:現狀分析 （內部）1.5客戶決策者和提議者Target market目標市場Segments市場細化DMU(DecisionMakingUnit)Who are the key players in the decision making unit?決策力誰是決策層中的關鍵人物？Access to DMUDefine how to r

14、each the DMU接觸決策者(DMU)確定如何與決策者接觸Opinion Formers (OF)Define OF for reach target提議者(OF)確定各市場的提議者Access to OFDefine how to reach the OF in each target marketTarget market 1目標市場1Define/ specify the target market:定義/確認目標市場Target market 2目標市場2Define/ specify the target market:定義/確認目標市場Target market3 目標市場3

15、Define/ specify the target market:定義/確認目標市場SOSTAC Stage (contd.)Situation Analysis (External) 1.6 External Analysis of Uncontrollable VariablesSostac步驟 1:現狀分析 （外部）1.6市場不可控制因素的外部分析Key Result Area項目Specific area特定區域Future uncontrolled/、口控制的未來因素Impact-opportunity機會的影響Impact-threat威脅的影響Step 1 Near or co

16、mpetitive environment 步驟1近期或微觀競 爭環境Structure/market結構/市場T rends in market市場的趨勢Economics （micro）經濟（微觀方面）Power forces外來力量SOSTAC Stage 1 (contd.)：Situation Analysis (Internal) 1.7 External Analysis of Uncontrollable VariablesSOSTAC 步驟 1 (續)：現狀分析(外部)1.7市場不可控制因素的外部分析Key Result Area項目Specific area特定區域Futu

17、re uncontrolled/、口控制的未來因素Impact-opportunity機會的影響Impact-threat威脅的影響Step 2Far or wide environment 步驟2遠期或宏觀競 爭環境Sociological社會因素T echnological技本因素Economics (macro)經濟因素(宏觀)Political政治因素SO STAC Stage 2:Objectives 2.1 Marketing and Developing Marketing Communications ObjectivesSO STAC步驟2:目標 2.1營銷和確定營銷傳播目標

18、Hierarchy of objective目標金字塔組成Involves包括內容Specific items found in each type of objectives (complete this section) 每一層目標包括的具體項目(完成本部分)Business業務Over all vision and direction 理念和發展方向Corporate positioning, leadership and vales (including ethics)公司定位，領先地位和價值觀(包括職業道德。OOO)Business objectives業務目標All departm

19、ents within the organization 組織內所有部門Survival; growth; ROL; acquisitions生存，成長，收購。Marketing objectives eg Ansoff營銷目標如：Ansoff矩陣分析Market penetration市場滲透Grow sales; market; share; distribution penetration增加銷售；市場份額；鋪貨渠道的滲透發展Market development市場發展Enter new markets; new market segments進入新市場；進入新市場的新區隔。00Prod

20、uct development產品發展Develop and launch new products; expand range開發或推出新產品；擴大產品線Diversification多元化Move into new product / services and markets生產新產品或提供新服務，開發新市場。00Marketing communications objectives eg AIDA營銷傳播目標如，AIDAAttention注思Increase awareness.增力口知名度。Interest興趣Liking, attitudes, preference 喜歡，態度，偏愛

21、。Desire渴望Intentions to purchase, likelihood to 后意購買；可能購買。Action購買Repurchase, enquiries, trial purchase重復購買，詢問，試買SOSTAC Stage 2:Objectives 2.2 Quantifying ObjectivesSOSTAC步驟2:目標 2.2 量化目標ToSpecific aspectTarget marketFromToWhen為了確定的行動目標市場從到何時Eg to increaseawarenessamong ABC1 womenfrom 20%to 30%within

22、12 monthsEg to increasesalesamong ABC1 womenfrom 15mto 16.5mwithin 12 months比如，在ABC1婦女中的認知度，在12月內從20%提高到30%制定目標應該有數字和具體細節制定目標應該遵循SMART原則特定 可測 可達 相關 定時比如，在ABC1婦女中的銷售額，在12月內從1500萬增加到1650萬Objectives should have numbers and detailsObjectives should be SMARTSpecificM easurableAchievableRelevantTimedSOSTA

23、C Stage 3: Strategy (How to get there )3.1 Strategic OptionsSoStAC步驟3:策略（如何到達那里）3.1可供選擇的各種策略方案Strategic option number供選擇的各種 策略方案編號Generate alternative strategiesTaking the objectives specified on previous page, now determine how you are going to achieve them. Write a strategy which basically summari

24、es' how you are going to get there' . Then develop at least three optional strategies. Write dothree different strategies or strategic options. Then rank them on the next page.編寫各種策略：參照前頁所述之目標，決定你如何達到目標。圍繞“你如何到達那里”，總結、編寫策略。然后，至少編寫三種可供選擇的策略方案。編寫、并比較三種/、同的策略或策略性方案，然后在下一頁排序列出。123wn and comp;NB

25、Remember strategy must fulfil a specific objective.When the strategic options have generated, use the checklist on the next page to rank them and choose.注釋：記住策略必須完成一個特定的目標。當完成策略性方案后，使用下一頁的檢核表，把各種方案逐一列出并作出選擇。soStac Stage 3：Strategy 3.2 Choosing the Best Strategy Using a Strategic Dimensions Checklist

26、soStac步驟3: 策略 3.2 運用策略綜合評估檢核表選擇最佳策略方案A Checklist To Help The Development Of Marketing Communications Strategies.Tick which dimensions are covered by each strategy. This should help you to choose which strategy is the best one.下面是輔助編寫市場營銷傳播策略的檢核表。檢查每一策略是否涉及下述所列的內容并打鉤，可幫助您選擇最佳策略性方案Strategic Option num

27、ber策略序號Segmentation (Does the strategy break up the market)區隔化(該策略是否 把市場細 化？)Targeting (Does it select specific targets including stakeholders and DMUS?)目標市場確定 (是否選擇諸如 持股人和決策 人在內的特定 目標?)Objectives (Will the strategy succeed, it will it fulfil the objectives? will it beat Competition?) 目標(策略能否成功， 并實現

28、目標？贏 得競爭?)Postitioning (Is there a clear Positioning?)定位(定位是否清 晰？)Exploit sustainable competitive advantage? (cost leader/ differentiate focus/niche)是否存在持續性 的競爭優勢？(成本優勢/差異化 賣點/特殊地位?)Buying Process (Does it cater for the buying stages (high involve/low involve) mulsta ge strategy?)購買行為過程特征 (是否考慮購買步驟

29、(深度介入/低度介 入)多步引導驟策 略？)Tools (Range of communications tools to be used)采用的工具 (打算采用的各 類傳播工具種 類和范圍)Sequence (And timing of tools to be used?)時間計劃 (打算采用的各類 工具的實施時間 表?)IntegrationAre all the communications tools integrated?整合是否整合所有的傳播 工具？Global or local?全球或地 方性？Rank/ score?排名/得分？123SOST AC Stage 4: Tacti

30、cs (The Details of Strategy) 4.1 Developing TacticsSOSTAC步驟4: 戰術(實現策略的具體步驟)4.1制定戰術Strategy Does the tactic fit with the over all strategy?策略 戰術是否適應 整體策略？Target market Definetargetmarkets, DMUS, stakeholders目標市場 確定目標市場，決 策人，持股人。Method Communications tools (eg adverts, sales promotion, exhibitions and

31、 salesforce, internet ) 方法各類傳播工具的運 用(比如:廣告， 促銷和個人銷 售。網上銷售)MediaFor each tool, Eg adverts-TV, press and sales promotion-coupons , competions媒體運用充分運用每一種媒體， 比如，電視廣告，平向 廣告，有獎促銷，競爭MessageWhat is the message?銷售信息準備傳遞何種信息給 受眾？TimingAny particular sequence of methods and media?時間進度統籌運用的方法和媒體啟元統籌 考慮時間順序計劃？SO

32、ST AC Stage 4：Tactics (The Details of Strategy) 4.2 Gantt Charts-What Tactics W川 Happen WhenSOsTaC步驟4:戰術（策略的具體細節）4.2甘特圖-完成策略細節進度表Communications Tool傳播工具運用內容Jan一月Feb二月Mar三月Apr四月May五月Jun六月Jul七月Aug八月Sep九月Oct十月Nov月Dec十二月Cost成本Market research 市場研究Packaging redesignt!裝設計POS preparation 售點建設Advertising 廣告T

33、V電視Press報紙/平間Poster海報 Cinema照片Radio廣播Sales promotion 促銷活動Press launc麗聞發布Direct mail直郵銷售Sales conference!肖售會議Sales drive銷售獎勵Exhibitions 展覽會Website網上銷售Total spend 總費用SOStAc Stage 5 :Action (The Implementation Details of Tactics) 5.1 Action Plan-Gantt GhartsSOStAc步驟5:戰術(具體戰術細節的執行)5.1甘特圖-行動計劃執行進度表Each t

34、actical communications tool needs to be planned as a mini project, eg direct mail campaign ,每一次戰術性傳播工具的運用應該把她作為一個小型項目來對待，比如直郵銷售運動Stage of production制作流程內容Who responsible ?誰負責？Wk 1 周一Wk 2 周二Wk 3 周三Wk 4 周四Wk 5 周五Wk 6 周六Wk 7 周七Wk 8 周八Wk 9 周九Wk 10 周十Wk 11 周4-Wk 12 周十二Cost成本Creative and media briefing創意和

35、媒介簡報Database list Preparation數據準備處理Laser printing 激光打印Print production (brochure, envelopes)印刷生產(如宣傳手冊)Lettershop(collating, folding, packing)直郵信函印刷(裝訂，折疊，包 裝)Mailing由B 寄Response monitoring收集反饋意見Response action 工作改進Follow-up sales call跟蹤拜訪Evaluate mailshot 效果評估Total spend 總費用sostaC Stage 6: Control6

36、.1 Control ChecklistSOSTAC 步驟6:控制 6.1控制檢核表Quantified objectives State each Quantified Objective and its time period 量化目標闡述每一經量化的目標 和其完成的時間期限Means of measuring How will it be measured: survey, sales?衡量方式如何衡量是否已實現目 標，市場調研或銷售 額？Frequency of measurement Quarterly, weekly, daily?衡量的頻率 每季度，每周， 每天?Accounta

37、bility- who does it?誰負責做？How much does it cost to measure?花費多少，完成 前述衡量工作ActionWho needs to be alerted if significant variances are found?工作安排若出現較大差錯，誰負責糾正？SOSTAC Stage 6：Control6.3 The 3M Resource CheckSOSTAC Stage 6：Control6.2 The 7-Level Integration ChecklistSOSTaC步驟6:控制 6.2七層整合性控制檢核表Type of integ

38、ration整合類型Check控制檢核Yes/No是/否How do you ensure integration?What action do you need to take?如何確保整合性？你準備采取何種措施？1Vertical integration縱向整合性Do the communications objectives fit with the marketing objectives and the over all corporate objective?傳播目標是否與營銷目標和企業目辰-致？2Horizontal/functional mix橫向/功能性組合Do differ

39、ent departments and business functions incorporate marketing communications, eg trucks with logos? Finance invoices with messages? Etc.各部門和業務職能是否與營銷傳播目標配合默契，比如，卡車是否印有企業標志？財務發票是否有視覺系統要求的信息？等等3Marketing mix營銷工具運用組合Is the marketing mix consistent with required messages, eg low price versus top quality

40、image?4Communications mix傳播工具運用組合Are all the communications tools being used to guide the buyer through each stage of the buying process? Do they all give the same over all messages (eg consistent positioning?) 所采用的引導消費者的各類傳播工具是否貫穿每一步購買過程？消費者是否接受到全面一致的信息(如，一致的定位信息?)5Creative design mix 創意設計表現組合Is the logo, typeface, pantone colors used in a consistent manner? 標志，字體，色標的運用是否保持一致？6External/internal creative departments 內/外部各創意部門Do all the external agencies (advertising, direct mail, PR) and all internal departm