SOSTAC PLANNING SYSTEM / 运用SOSOTAC系统撰写策略性营销传播策划方案Stage/步骤Section of plan/策划阶段Which answers/所解决的问题SSituation/现状Where are we now？/我们现在在哪里？OObjectives/目标Where do we want to be？/我们准备去哪里？SStrategy/策略How do we get therebroad steps？/我们如何到达那里-主要的步骤是哪些？TTactics/战术How do we get thereindividual steps？/我们如何达到那里-每一个详细步骤是哪些？AAction/行动What are the specific actions required for each individual tactical step？How do we get people to do them？/每一个详细的战术步骤需要采取哪些具体行动？如何安排人力资源去完成任务？C Control/控制How do we know we have arrived？/我们如何知道是否已经到达目标？SOSTAC Stage 1: Situation Analysis (Internal) 1.1 performance, Competencies And PoliciesSOSTAC步骤1: 现状分析（内部）1.1 业绩，竞争能力和竞争方针Key Result Area关键参数Specific area具体参数Past/present performance过去/现在的业绩参数Strength优势Weakness弱势Trend improving or 趋势，改善或.Performance 业绩Profits / 利润Sales / 销售额Markets share/ 市场份额Market segments/市场细化Positioning/ 市场定位Product portfolio/产品组成Return/trend 利润率/趋势Turnover trend 营业额趋势Leader/follower 市场领导/跟随者Market spread 市场覆盖率N0.1 or No.10? 第一或第十位Single or spread 单一或系列产品Competencies竞争能力Marketing 市场营销Production 生产Financial 资金Technology 技术Human resource 人力资源Management 管理Particularly good or bad? 很差或好？Operating efficiency 生产效率Profitability 利润率Leading edge or follower?领先或跟随？Skill base management? 技能管理？Policy 竞争方针Risk seeker/averse冒险/回避冒险Discontinuous/continuous 间断/连续innovations/extensions 创新/扩张SOSTAC Stage (contd.) 1: Situation Analysis (Internal) 1.2 Marketing Mix and Service mixSOSTAC步骤1（续）: 现状分析（内部）1.2 市场营销组合和服务组合Key Result Area关键参数Specific area具体参数Past/present performance过去/现在的业绩参数Strength优势Weakness弱势Trend improving or 趋势，改善或.Marketing Mix营销组合Product 产品Price 价格Place 通路Promotion 促销 Quality 产品质量Product portfolio 产品组成Costs 成本Prices 价格Distribution penetration 分销网络建设Integrated Communication audit 整合传播审核Mix 促销组成 Positioning 促销定位Service Mix服务组合People 人员Processes 流程Physicals 标识系统Skill base and motivation 技能和干劲Staff turnover 人均营业额Front counter and back 全程服务流程Office processesPhysical evidence 标识物(buildings/uniforms) （建筑/制服） SOSTAC Stage (contd.) 1: Situation Analysis (Internal) 1.3 Customer Mix SOSTAC步骤1（续）: 现状分析（内部）1.3 客户组合Customers 客户分类Segments市场区隔Size of segment区隔规模Potential目标市场潜力Profitability (high, medium or low)利润率（高、中、低）Distribution channels (accessible through?)铺货渠道（通过何种渠道到达市场终端？）Media (trough which target market can be reached)媒体运用（通过何种媒体传播到目标市场受众）Rank (each markets attractive-ness in terms of profitability)排序（按照各目标市场的利润率排序）Target market 1 目标市场1Define/specify the target market:定义/确认目标市场Target market 2 目标市场2 Define/specify the target market:定义/确认目标市场Target market 3 目标市场Define/specify the target market:定义/确认目标市场SOSTAC Stage (contd.) 1: Situation Analysis (Internal) 1.4 Customer RetentionSOSTAC步骤1: 现状分析（内部）1.4 客户维护Target market目标市场Profile 工作内容Customer satisfaction Trend Current score compared to:a. previous yearsb. industry averagec. industry best d. any other industry best 客户的满意来自趋势当前客户满意程度与。比较：a. 去年b. 同行业平均水平c. 同行业最好水平d. 各行业最好水平Loyalty levels TrendCurrent score Compared to:a. previous yearsb. industry averagec. industry bestd. any other industry best客户的忠诚度趋势当前客户满忠诚度与。比较：a. 去年b. 同行业平均水平c. 同行业最好水平d. 各行业最好水平Intention to repurchaseTrend Current score compared to: a. previous yearsb. industry average c. industry best d. any other industry best 客户的重复购买率趋势当前客户重复购买度与。比较：a. 去年b. 同行业平均水平c. 同行业最好水平d. 各行业最好水平Pareto principleTrend Becoming more dependent on few customers ( eggs in one basket/pareto principle)20/80原理趋势变得愈加依赖少数客户（把所有鸡蛋放在一个篮子里，20/80原理）Target market 1 目标市场1 Define/ specify the target market:定义/确认目标市场Target market 2 目标市场2Define/ specify the target market:定义/确认目标市场Target market3 目标市场3Define/ specify the target market:定义/确认目标市场SOSTAC Stage (contd.) 1: Situation Analysis (Internal) 1.5 Customer DMUs and Opinion FormersSOSTAC步骤1: 现状分析（内部）1.5 客户决策者和提议者Target market目标市场Segments市场细化DMU(Decision Making Unit)Who are the key players in the decision making unit?决策者谁是决策层中的关键人物?Access to DMUDefine how to reach the DMU接触决策者(DMU)确定如何与决策者接触Opini