新經(jīng)濟環(huán)境下的營銷創(chuàng)新

課程類別：	企業(yè)內(nèi)訓
授課語言：	中文
授課顧問：
審核時間：	我要報名2009-03-06 16:32:31

　　

學習對象

課程目標

Course Introduction 課程概覽 As the world economy getting worse and worse, companies are facing bigger and bigger challenges; one side, the costs and expenses are fixed, on the other side, company incomes and profits shrink rapidly. According to the media reports, over 6
,


companies have been bankrupted in the past year, and more companies are going towards that direction. How to deal such difficult situation? We wait to die or work actively to overcome the difficulties? In the new economy environment, the company needs to be more creatively to do marketing, with lower costs, to achieve better results. In this course, the tutor will bring a creative thinking system to the students, and help the students to learn how to think marketing in a different angle and do marketing in an innovative way. 受美國次貸危機影響，全球經(jīng)濟形勢迅速惡化：一方面，原油、鐵礦石等原材料價格居高不下，大大增加了企業(yè)經(jīng)營成本；另一方面，市場消費疲軟，需求不旺盛，企業(yè)無力提升產(chǎn)品價格。在原材料供應和市場銷售的雙重壓力之下，企業(yè)的利潤受到了極大的擠壓。據(jù)媒體報道，最近一年來，中國已有六萬多家中小企業(yè)被迫倒閉，還有更多的企業(yè)在經(jīng)濟寒冬中瑟瑟發(fā)抖。面對如此惡劣的環(huán)境，面對進一步加劇的市場競爭，企業(yè)應該何去何從？是消極等待，還是積極應對？ 困難時刻，企業(yè)更需要珍惜營銷資源，以更低的成本獲得更大的營銷效果。只有比別人更有效的進行市場活動，才能占有更多的市場份額，企業(yè)才能堅持到經(jīng)濟好轉(zhuǎn)的時刻。新的經(jīng)濟形勢下，企業(yè)迫切需要以創(chuàng)新的手法加強營銷水平，以更少的營銷成本，獲得更大的效果。 本次課程將引進中國最新的營銷方法和手段，使得學員系統(tǒng)的學習如何以創(chuàng)新的營銷手法進行市場競爭，以最小的市場投入博得最大的市場份額。

課程內(nèi)容

A. Challenges in the new economy environment

i. Changes of China economy environment

ii. Challenges that marketing managers are facing

iii. Traditional marketing theories

iv. Pros and Cons of traditional marketing theories

一、 新經(jīng)濟環(huán)境下營銷管理人員面臨的挑戰(zhàn)

b) 中國企業(yè)經(jīng)濟環(huán)境的變遷

c) 當今營銷經(jīng)理面臨的挑戰(zhàn)

d) 傳統(tǒng)營銷理論與方法匯總

e) 傳統(tǒng)營銷方法的弊端與不足


B. Marketing innovations

i. Essence of marketing

ii. How to develop customers economic value

iii. Look marketing in a different angle

iv. Analysis of marketing process

v. 5 channels for marketing innovation

vi. Discussion: how to market creatively for the company?

二、 營銷創(chuàng)新的思想源泉

f) 營銷的本質(zhì)

g) 如何深入挖掘客戶的經(jīng)濟價值

h) 換個角度看營銷

i) 營銷流程分析

j) 營銷創(chuàng)新的5種渠道

k) 討論與思考：企業(yè)如何利用營銷創(chuàng)新的5種渠道進行創(chuàng)新？


C. Evaluation of marketing innovations

i. How to judge the effectiveness of marketing innovation

ii. What kind of innovation is hard to imitate?

iii. Market test of marketing innovation

iv. Effect analysis of test market

v. Implementation of marketing innovation

三、 營銷創(chuàng)新的評估

l) 如何判定營銷創(chuàng)新的有效性？

m) 什么樣的營銷創(chuàng)新是競爭對手難以模仿的？

n) 營銷創(chuàng)新的市場測試

o) 測試市場的效果反饋分析

p) 營銷創(chuàng)新的推廣與實施



D. How to improve the effectiveness of marketing

i. How to influent your customer

ii. Finding out your selling points

iii. 1
rules of effective advertisement

iv. Discussion: how to improve your marketing effectiveness

四、 如何提高營銷的有效性

q) 如何有效打動你的客戶

r) 營銷賣點的提煉與包裝

s) 有效廣告的1
大原則

t) 討論：企業(yè)如何提升營銷的有效性？



E. Integrated Marketing

i. Introduction to new marketing methods

ii. 3rd party marketing

iii. Precise marketing

iv. Virus marketing

v. Internet marketing

vi. How to balance traditional marketing methods and new marketing methods

vii. A systematical thinking to successful marketing

五、 成功營銷的基礎(chǔ)：整合營銷傳播

u) 新型營銷方法介紹

i. 第三方營銷

ii. 精準營銷

iii. 病毒營銷

iv. 網(wǎng)絡營銷

v) 如何平衡使用傳統(tǒng)與新型營銷方法

w) 全方位視野、系統(tǒng)性思考對于成功營銷的重要作用

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