目錄 項(xiàng)目一　樹立市場(chǎng)營(yíng)銷理念....................................................................................001 任務(wù)一　市場(chǎng)與市場(chǎng)營(yíng)銷概述................................................................................003 知識(shí)點(diǎn)一　市場(chǎng)的基本內(nèi)容 ..................................................................................003 知識(shí)點(diǎn)二　市場(chǎng)營(yíng)銷的含義與功能....................................................................... 005 任務(wù)二　市場(chǎng)營(yíng)銷觀念的演變與發(fā)展....................................................................006 知識(shí)點(diǎn)一　傳統(tǒng)觀念階段.......................................................................................006 知識(shí)點(diǎn)二　市場(chǎng)營(yíng)銷觀念階段...............................................................................008 知識(shí)點(diǎn)三　社會(huì)市場(chǎng)營(yíng)銷觀念階段.......................................................................008 知識(shí)點(diǎn)四　市場(chǎng)營(yíng)銷傳統(tǒng)觀念與現(xiàn)代觀念的異同...............................................011 任務(wù)三　市場(chǎng)營(yíng)銷的組合與創(chuàng)新...........................................................................012 知識(shí)點(diǎn)一　市場(chǎng)營(yíng)銷組合的基本內(nèi)容...................................................................012 知識(shí)點(diǎn)二　市場(chǎng)營(yíng)銷組合的產(chǎn)生與發(fā)展...............................................................012 知識(shí)點(diǎn)三　市場(chǎng)營(yíng)銷策略創(chuàng)新...............................................................................014 任務(wù)四　市場(chǎng)營(yíng)銷的道德與責(zé)任...........................................................................015 知識(shí)點(diǎn)一　市場(chǎng)營(yíng)銷道德的概念...........................................................................015 知識(shí)點(diǎn)二　市場(chǎng)營(yíng)銷活動(dòng)中的道德問(wèn)題...............................................................015 知識(shí)點(diǎn)三　提高市場(chǎng)營(yíng)銷道德和社會(huì)責(zé)任意識(shí)的對(duì)策.......................................018 項(xiàng)目二　市場(chǎng)調(diào)查...................................................................................................025 任務(wù)一　市場(chǎng)調(diào)查的基本內(nèi)容...............................................................................026 知識(shí)點(diǎn)一　市場(chǎng)調(diào)查的概念、特征及作用...........................................................027 知識(shí)點(diǎn)二　市場(chǎng)調(diào)查的內(nèi)容與類型.......................................................................030 知識(shí)點(diǎn)三　市場(chǎng)調(diào)查的原則與局限性...................................................................032 任務(wù)二　市場(chǎng)調(diào)查的方法與步驟...........................................................................034 知識(shí)點(diǎn)一　市場(chǎng)調(diào)查的方法...................................................................................034 知識(shí)點(diǎn)二　市場(chǎng)調(diào)查的步驟...................................................................................036 項(xiàng)目三　 尋找市場(chǎng)機(jī)會(huì).........................................................................................042 任務(wù)一　市場(chǎng)營(yíng)銷宏觀環(huán)境的基本內(nèi)容...............................................................043 知識(shí)點(diǎn)一　市場(chǎng)營(yíng)銷宏觀環(huán)境的定義...................................................................043 知識(shí)點(diǎn)二　市場(chǎng)營(yíng)銷宏觀環(huán)境包含的因素...........................................................044 任務(wù)二　市場(chǎng)營(yíng)銷微觀環(huán)境的基本內(nèi)容...............................................................047 知識(shí)點(diǎn)一　市場(chǎng)營(yíng)銷微觀環(huán)境的定義...................................................................047 知識(shí)點(diǎn)二　市場(chǎng)營(yíng)銷微觀環(huán)境包含的因素...........................................................047 任務(wù)三　SWOT 分析法 ........................................................................................049 知識(shí)點(diǎn)一　SWOT 分析模型的含義 ....................................................................049 知識(shí)點(diǎn)二　SWOT 分析模型的方法 ....................................................................050 知識(shí)點(diǎn)三　SWOT 分析步驟 ................................................................................050 任務(wù)四　消費(fèi)者市場(chǎng)...............................................................................................053 知識(shí)點(diǎn)一　消費(fèi)者市場(chǎng)的含義...............................................................................053 知識(shí)點(diǎn)二　消費(fèi)品的分類.......................................................................................054 任務(wù)五　消費(fèi)者購(gòu)買行為.......................................................................................055 知識(shí)點(diǎn)一　消費(fèi)者購(gòu)買行為的定義.......................................................................056 知識(shí)點(diǎn)二　消費(fèi)者購(gòu)買行為的內(nèi)容.......................................................................056 知識(shí)點(diǎn)三　消費(fèi)者購(gòu)買決策過(guò)程...........................................................................058 任務(wù)六　影響消費(fèi)者購(gòu)買行為的因素...................................................................060 項(xiàng)目四　STP 戰(zhàn)略..................................................................................................068 任務(wù)一　市場(chǎng)細(xì)分的基本內(nèi)容...............................................................................069 知識(shí)點(diǎn)一　市場(chǎng)細(xì)分的概念、方式與意義...........................................................070 知識(shí)點(diǎn)二　市場(chǎng)細(xì)分的標(biāo)準(zhǔn)與步驟.......................................................................071 知識(shí)點(diǎn)三　市場(chǎng)細(xì)分的方法與原則.......................................................................074 任務(wù)二　目標(biāo)市場(chǎng)的選擇及評(píng)估...........................................................................075 知識(shí)點(diǎn)一　目標(biāo)市場(chǎng)選擇的定義及標(biāo)準(zhǔn)...............................................................075 知識(shí)點(diǎn)二　目標(biāo)市場(chǎng)的評(píng)估及選擇策略...............................................................076 任務(wù)三　市場(chǎng)定位的基本內(nèi)容...............................................................................077 知識(shí)點(diǎn)一　市場(chǎng)定位的定義...................................................................................077 知識(shí)點(diǎn)二　市場(chǎng)定位的步驟、原則與方法...........................................................077 知識(shí)點(diǎn)三　市場(chǎng)定位策略.......................................................................................079 項(xiàng)目五　選擇市場(chǎng)競(jìng)爭(zhēng)戰(zhàn)略...................................................................................085 任務(wù)一　分析競(jìng)爭(zhēng)對(duì)手...........................................................................................087 知識(shí)點(diǎn)一　競(jìng)爭(zhēng)對(duì)手的概念及重要性...................................................................087 知識(shí)點(diǎn)二　確認(rèn)競(jìng)爭(zhēng)對(duì)手類型...............................................................................088 知識(shí)點(diǎn)三　企業(yè)競(jìng)爭(zhēng)力分析...................................................................................089 任務(wù)二　成本領(lǐng)先戰(zhàn)略...........................................................................................090 知識(shí)點(diǎn)一　成本領(lǐng)先戰(zhàn)略的基本內(nèi)容...................................................................090 知識(shí)點(diǎn)二　成本領(lǐng)先戰(zhàn)略的優(yōu)勢(shì)與風(fēng)險(xiǎn)...............................................................092 任務(wù)三　差異化戰(zhàn)略...............................................................................................093 知識(shí)點(diǎn)一　差異化戰(zhàn)略的基本內(nèi)容.......................................................................093 知識(shí)點(diǎn)二　差異化戰(zhàn)略的適用條件.......................................................................094 知識(shí)點(diǎn)三　差異化戰(zhàn)略的優(yōu)勢(shì)與劣勢(shì)...................................................................095 任務(wù)四　挑戰(zhàn)者戰(zhàn)略...............................................................................................096 知識(shí)點(diǎn)一　挑戰(zhàn)者戰(zhàn)略的基本內(nèi)容.......................................................................096 知識(shí)點(diǎn)二　挑戰(zhàn)對(duì)象與策略...................................................................................097 知識(shí)點(diǎn)三　挑戰(zhàn)者的品牌策略...............................................................................098 任務(wù)五　市場(chǎng)追隨者戰(zhàn)略.......................................................................................099 知識(shí)點(diǎn)一　市場(chǎng)追隨者戰(zhàn)略的基本內(nèi)容...............................................................099 知識(shí)點(diǎn)二　市場(chǎng)追隨者戰(zhàn)略的特征與類型...........................................................100 知識(shí)點(diǎn)三　市場(chǎng)追隨者的品牌策略.......................................................................100 項(xiàng)目六　制定產(chǎn)品開發(fā)策略...................................................................................105 任務(wù)一　產(chǎn)品整體與產(chǎn)品開發(fā)概述.......................................................................106 知識(shí)點(diǎn)一　產(chǎn)品整體概述.......................................................................................107 知識(shí)點(diǎn)二　產(chǎn)品開發(fā)的基本內(nèi)容...........................................................................108 任務(wù)二　產(chǎn)品生命周期...........................................................................................110 知識(shí)點(diǎn)一　產(chǎn)品生命周期的基本內(nèi)容...................................................................110 知識(shí)點(diǎn)二　產(chǎn)品生命周期的市場(chǎng)特征...................................................................111 任務(wù)三　產(chǎn)品組合...................................................................................................113 知識(shí)點(diǎn)一　產(chǎn)品組合的基本內(nèi)容...........................................................................114 知識(shí)點(diǎn)二　產(chǎn)品組合策略.......................................................................................114 任務(wù)四　新產(chǎn)品開發(fā)戰(zhàn)略.......................................................................................115 知識(shí)點(diǎn)一　新產(chǎn)品的概念和分類...........................................................................116 知識(shí)點(diǎn)二　新產(chǎn)品開發(fā)的原則和程序...................................................................116 知識(shí)點(diǎn)三　新產(chǎn)品開發(fā)戰(zhàn)略的類型.......................................................................118 任務(wù)五　品牌與包裝策略.......................................................................................119 知識(shí)點(diǎn)一　品牌策略...............................................................................................119 知識(shí)點(diǎn)二　包裝策略...............................................................................................120 項(xiàng)目七　實(shí)施價(jià)格策略...........................................................................................130 任務(wù)一　影響企業(yè)定價(jià)的因素...............................................................................132 知識(shí)點(diǎn)一　影響企業(yè)定價(jià)的內(nèi)部因素...................................................................132 知識(shí)點(diǎn)二　影響企業(yè)定價(jià)的外部因素...................................................................134 任務(wù)二　定價(jià)程序與定價(jià)策略...............................................................................135 知識(shí)點(diǎn)一　定價(jià)程序...............................................................................................135 知識(shí)點(diǎn)二　定價(jià)策略...............................................................................................137 任務(wù)三　價(jià)格變動(dòng)策略...........................................................................................139 知識(shí)點(diǎn)一　價(jià)格變動(dòng)的原因及策略.......................................................................140 知識(shí)點(diǎn)二　價(jià)格變動(dòng)幅度分析...............................................................................141 知識(shí)點(diǎn)三　價(jià)格變動(dòng)履行與限制...........................................................................142 項(xiàng)目八　建立渠道策略...........................................................................................148 任務(wù)一　分銷渠道的基本模式...............................................................................150 知識(shí)點(diǎn)一　分銷渠道的含義和特征.......................................................................151 知識(shí)點(diǎn)二　分銷渠道的功能和作用.......................................................................151 知識(shí)點(diǎn)三　分銷渠道的類型及系統(tǒng)結(jié)構(gòu)...............................................................153 任務(wù)二　分銷渠道的中間商...................................................................................155 知識(shí)點(diǎn)一　中間商的定義及類型...........................................................................155 知識(shí)點(diǎn)二　中間商的作用及選擇條件...................................................................156 任務(wù)三　分銷渠道的設(shè)計(jì)與管理...........................................................................157 知識(shí)點(diǎn)一　分銷渠道的設(shè)計(jì)...................................................................................158 知識(shí)點(diǎn)二　分銷渠道的管理...................................................................................160 項(xiàng)目九　整合促銷策略...........................................................................................168 任務(wù)一　 整合促銷.................................................................................................169 知識(shí)點(diǎn)一　整合促銷的基本內(nèi)容...........................................................................170 知識(shí)點(diǎn)二　整合促銷的層次、特點(diǎn)及優(yōu)勢(shì)...........................................................171 任務(wù)二　整合促銷戰(zhàn)略...........................................................................................173 知識(shí)點(diǎn)一　整合促銷戰(zhàn)略的基本內(nèi)容...................................................................173 知識(shí)點(diǎn)二　整合促銷的表現(xiàn)形式...........................................................................175 任務(wù)三　整合促銷策略的實(shí)施流程.......................................................................178 參考文獻(xiàn)...................................................................................................................184目錄 項(xiàng)目一　樹立市場(chǎng)營(yíng)銷理念....................................................................................001 任務(wù)一　市場(chǎng)與市場(chǎng)營(yíng)銷概述................................................................................003 知識(shí)點(diǎn)一　市場(chǎng)的基本內(nèi)容 ..................................................................................003 知識(shí)點(diǎn)二　市場(chǎng)營(yíng)銷的含義與功能....................................................................... 005 任務(wù)二　市場(chǎng)營(yíng)銷觀念的演變與發(fā)展....................................................................006 知識(shí)點(diǎn)一　傳統(tǒng)觀念階段.......................................................................................006 知識(shí)點(diǎn)二　市場(chǎng)營(yíng)銷觀念階段...............................................................................008 知識(shí)點(diǎn)三　社會(huì)市場(chǎng)營(yíng)銷觀念階段.......................................................................008 知識(shí)點(diǎn)四　市場(chǎng)營(yíng)銷傳統(tǒng)觀念與現(xiàn)代觀念的異同...............................................011 任務(wù)三　市場(chǎng)營(yíng)銷的組合與創(chuàng)新...........................................................................012 知識(shí)點(diǎn)一　市場(chǎng)營(yíng)銷組合的基本內(nèi)容...................................................................012 知識(shí)點(diǎn)二　市場(chǎng)營(yíng)銷組合的產(chǎn)生與發(fā)展...............................................................012 知識(shí)點(diǎn)三　市場(chǎng)營(yíng)銷策略創(chuàng)新...............................................................................014 任務(wù)四　市場(chǎng)營(yíng)銷的道德與責(zé)任...........................................................................015 知識(shí)點(diǎn)一　市場(chǎng)營(yíng)銷道德的概念...........................................................................015 知識(shí)點(diǎn)二　市場(chǎng)營(yíng)銷活動(dòng)中的道德問(wèn)題...............................................................015 知識(shí)點(diǎn)三　提高市場(chǎng)營(yíng)銷道德和社會(huì)責(zé)任意識(shí)的對(duì)策.......................................018 項(xiàng)目二　市場(chǎng)調(diào)查...................................................................................................025 任務(wù)一　市場(chǎng)調(diào)查的基本內(nèi)容...............................................................................026 知識(shí)點(diǎn)一　市場(chǎng)調(diào)查的概念、特征及作用...........................................................027 知識(shí)點(diǎn)二　市場(chǎng)調(diào)查的內(nèi)容與類型.......................................................................030 知識(shí)點(diǎn)三　市場(chǎng)調(diào)查的原則與局限性...................................................................032 任務(wù)二　市場(chǎng)調(diào)查的方法與步驟...........................................................................034 知識(shí)點(diǎn)一　市場(chǎng)調(diào)查的方法...................................................................................034 知識(shí)點(diǎn)二　市場(chǎng)調(diào)查的步驟...................................................................................036 項(xiàng)目三　 尋找市場(chǎng)機(jī)會(huì).........................................................................................042 任務(wù)一　市場(chǎng)營(yíng)銷宏觀環(huán)境的基本內(nèi)容...............................................................043 知識(shí)點(diǎn)一　市場(chǎng)營(yíng)銷宏觀環(huán)境的定義...................................................................043 知識(shí)點(diǎn)二　市場(chǎng)營(yíng)銷宏觀環(huán)境包含的因素...........................................................044 任務(wù)二　市場(chǎng)營(yíng)銷微觀環(huán)境的基本內(nèi)容...............................................................047 知識(shí)點(diǎn)一　市場(chǎng)營(yíng)銷微觀環(huán)境的定義...................................................................047 知識(shí)點(diǎn)二　市場(chǎng)營(yíng)銷微觀環(huán)境包含的因素...........................................................047 任務(wù)三　SWOT 分析法 ........................................................................................049 知識(shí)點(diǎn)一　SWOT 分析模型的含義 ....................................................................049 知識(shí)點(diǎn)二　SWOT 分析模型的方法 ....................................................................050 知識(shí)點(diǎn)三　SWOT 分析步驟 ................................................................................050 任務(wù)四　消費(fèi)者市場(chǎng)...............................................................................................053 知識(shí)點(diǎn)一　消費(fèi)者市場(chǎng)的含義...............................................................................053 知識(shí)點(diǎn)二　消費(fèi)品的分類.......................................................................................054 任務(wù)五　消費(fèi)者購(gòu)買行為.......................................................................................055 知識(shí)點(diǎn)一　消費(fèi)者購(gòu)買行為的定義.......................................................................056 知識(shí)點(diǎn)二　消費(fèi)者購(gòu)買行為的內(nèi)容.......................................................................056 知識(shí)點(diǎn)三　消費(fèi)者購(gòu)買決策過(guò)程...........................................................................058 任務(wù)六　影響消費(fèi)者購(gòu)買行為的因素...................................................................060 項(xiàng)目四　STP 戰(zhàn)略..................................................................................................068 任務(wù)一　市場(chǎng)細(xì)分的基本內(nèi)容...............................................................................069 知識(shí)點(diǎn)一　市場(chǎng)細(xì)分的概念、方式與意義...........................................................070 知識(shí)點(diǎn)二　市場(chǎng)細(xì)分的標(biāo)準(zhǔn)與步驟.......................................................................071 知識(shí)點(diǎn)三　市場(chǎng)細(xì)分的方法與原則.......................................................................074 任務(wù)二　目標(biāo)市場(chǎng)的選擇及評(píng)估...........................................................................075 知識(shí)點(diǎn)一　目標(biāo)市場(chǎng)選擇的定義及標(biāo)準(zhǔn)...............................................................075 知識(shí)點(diǎn)二　目標(biāo)市場(chǎng)的評(píng)估及選擇策略...............................................................076 任務(wù)三　市場(chǎng)定位的基本內(nèi)容...............................................................................077 知識(shí)點(diǎn)一　市場(chǎng)定位的定義...................................................................................077 知識(shí)點(diǎn)二　市場(chǎng)定位的步驟、原則與方法...........................................................077 知識(shí)點(diǎn)三　市場(chǎng)定位策略.......................................................................................079 項(xiàng)目五　選擇市場(chǎng)競(jìng)爭(zhēng)戰(zhàn)略...................................................................................085 任務(wù)一　分析競(jìng)爭(zhēng)對(duì)手...........................................................................................087 知識(shí)點(diǎn)一　競(jìng)爭(zhēng)對(duì)手的概念及重要性...................................................................087 知識(shí)點(diǎn)二　確認(rèn)競(jìng)爭(zhēng)對(duì)手類型...............................................................................088 知識(shí)點(diǎn)三　企業(yè)競(jìng)爭(zhēng)力分析...................................................................................089 任務(wù)二　成本領(lǐng)先戰(zhàn)略...........................................................................................090 知識(shí)點(diǎn)一　成本領(lǐng)先戰(zhàn)略的基本內(nèi)容...................................................................090 知識(shí)點(diǎn)二　成本領(lǐng)先戰(zhàn)略的優(yōu)勢(shì)與風(fēng)險(xiǎn)...............................................................092 任務(wù)三　差異化戰(zhàn)略...............................................................................................093 知識(shí)點(diǎn)一　差異化戰(zhàn)略的基本內(nèi)容.......................................................................093 知識(shí)點(diǎn)二　差異化戰(zhàn)略的適用條件.......................................................................094 知識(shí)點(diǎn)三　差異化戰(zhàn)略的優(yōu)勢(shì)與劣勢(shì)...................................................................095 任務(wù)四　挑戰(zhàn)者戰(zhàn)略...............................................................................................096 知識(shí)點(diǎn)一　挑戰(zhàn)者戰(zhàn)略的基本內(nèi)容.......................................................................096 知識(shí)點(diǎn)二　挑戰(zhàn)對(duì)象與策略...................................................................................097 知識(shí)點(diǎn)三　挑戰(zhàn)者的品牌策略...............................................................................098 任務(wù)五　市場(chǎng)追隨者戰(zhàn)略.......................................................................................099 知識(shí)點(diǎn)一　市場(chǎng)追隨者戰(zhàn)略的基本內(nèi)容...............................................................099 知識(shí)點(diǎn)二　市場(chǎng)追隨者戰(zhàn)略的特征與類型...........................................................100 知識(shí)點(diǎn)三　市場(chǎng)追隨者的品牌策略.......................................................................100 項(xiàng)目六　制定產(chǎn)品開發(fā)策略...................................................................................105 任務(wù)一　產(chǎn)品整體與產(chǎn)品開發(fā)概述.......................................................................106 知識(shí)點(diǎn)一　產(chǎn)品整體概述.......................................................................................107 知識(shí)點(diǎn)二　產(chǎn)品開發(fā)的基本內(nèi)容...........................................................................108 任務(wù)二　產(chǎn)品生命周期...........................................................................................110 知識(shí)點(diǎn)一　產(chǎn)品生命周期的基本內(nèi)容...................................................................110 知識(shí)點(diǎn)二　產(chǎn)品生命周期的市場(chǎng)特征...................................................................111 任務(wù)三　產(chǎn)品組合...................................................................................................113 知識(shí)點(diǎn)一　產(chǎn)品組合的基本內(nèi)容...........................................................................114 知識(shí)點(diǎn)二　產(chǎn)品組合策略.......................................................................................114 任務(wù)四　新產(chǎn)品開發(fā)戰(zhàn)略.......................................................................................115 知識(shí)點(diǎn)一　新產(chǎn)品的概念和分類...........................................................................116 知識(shí)點(diǎn)二　新產(chǎn)品開發(fā)的原則和程序...................................................................116 知識(shí)點(diǎn)三　新產(chǎn)品開發(fā)戰(zhàn)略的類型.......................................................................118 任務(wù)五　品牌與包裝策略.......................................................................................119 知識(shí)點(diǎn)一　品牌策略...............................................................................................119 知識(shí)點(diǎn)二　包裝策略...............................................................................................120 項(xiàng)目七　實(shí)施價(jià)格策略...........................................................................................130 任務(wù)一　影響企業(yè)定價(jià)的因素...............................................................................132 知識(shí)點(diǎn)一　影響企業(yè)定價(jià)的內(nèi)部因素...................................................................132 知識(shí)點(diǎn)二　影響企業(yè)定價(jià)的外部因素...................................................................134 任務(wù)二　定價(jià)程序與定價(jià)策略...............................................................................135 知識(shí)點(diǎn)一　定價(jià)程序...............................................................................................135 知識(shí)點(diǎn)二　定價(jià)策略...............................................................................................137 任務(wù)三　價(jià)格變動(dòng)策略...........................................................................................139 知識(shí)點(diǎn)一　價(jià)格變動(dòng)的原因及策略.......................................................................140 知識(shí)點(diǎn)二　價(jià)格變動(dòng)幅度分析...............................................................................141 知識(shí)點(diǎn)三　價(jià)格變動(dòng)履行與限制...........................................................................142 項(xiàng)目八　建立渠道策略...........................................................................................148 任務(wù)一　分銷渠道的基本模式...............................................................................150 知識(shí)點(diǎn)一　分銷渠道的含義和特征.......................................................................151 知識(shí)點(diǎn)二　分銷渠道的功能和作用.......................................................................151 知識(shí)點(diǎn)三　分銷渠道的類型及系統(tǒng)結(jié)構(gòu)...............................................................153 任務(wù)二　分銷渠道的中間商...................................................................................155 知識(shí)點(diǎn)一　中間商的定義及類型...........................................................................155 知識(shí)點(diǎn)二　中間商的作用及選擇條件...................................................................156 任務(wù)三　分銷渠道的設(shè)計(jì)與管理...........................................................................157 知識(shí)點(diǎn)一　分銷渠道的設(shè)計(jì)...................................................................................158 知識(shí)點(diǎn)二　分銷渠道的管理...................................................................................160 項(xiàng)目九　整合促銷策略...........................................................................................168 任務(wù)一　 整合促銷.................................................................................................169 知識(shí)點(diǎn)一　整合促銷的基本內(nèi)容...........................................................................170 知識(shí)點(diǎn)二　整合促銷的層次、特點(diǎn)及優(yōu)勢(shì)...........................................................171 任務(wù)二　整合促銷戰(zhàn)略...........................................................................................173 知識(shí)點(diǎn)一　整合促銷戰(zhàn)略的基本內(nèi)容...................................................................173 知識(shí)點(diǎn)二　整合促銷的表現(xiàn)形式...........................................................................175 任務(wù)三　整合促銷策略的實(shí)施流程.......................................................................178 參考文獻(xiàn)...................................................................................................................184