《市场营销策划》实训指导书

popular innovation, the much anticipated entrepreneurial atmosphere. Six is to highlight the strong comprehensive and strict guarantees, constantly consolidate the basis of the party building. As the biggest achievement in grasping party building, fully strictly administering the party achieved remarkable results. Cast soul guben caught idea. Adhere to the important mission of inspiring, gather the people with common ideals, with development achievements inspired people, conscientiously study the party's latest theoretical achievements, further carry out various types of mass selecting mode selection, multiple trees nd carrying forward the righteousness of fresh air, and constantly promote the development of positive energy together. Strict management of cadres. Developed has new promoted section cadres evaluation and debriefing approach, and township section cadreattendance report informed system and leaders talk talk approach, perfect has Township morning will system, specification has Township cadres management; according to \s\d selection cadres, set has heavy conduct, and heavy performance, and heavy grass-roots, and heavy public of oriented; research developed party work supervision and grass-roots party assessment evaluation approach, formed has three level Secretary linkage caught party of pattern. Wind Su JI caught style. Carry out \-three\cial education and strictly investigate and called upon to inform the name violates the Central \ople and things, concentration and control of frivolity and not as style, as issues such as cadres ' style continuous improvement. Responsibility to catch the independent Commission against corruption. Strictly implement the \y, and fully cooperate with inspections of municipal party Committee, listen to the people's congresses, Governments, CPPCC Committee, the County party Committee Standing Committee, Township departments mainly responsible for the implementation of responsibility briefing, step by step to carry out interviews, layers of conductive pressure, clean system continuously. 2015 work go hand in hand, with remarkable results, marked \ctor of development success. In five years, the County in accordance with the \ning four support and further development of the five industries, accelerate the construction of three major patterns\nd promoting the rapid, sustained and healthy development of economy and society, becoming the fastest-accelerating the adjustment of the economic structure, enhance comprehensive strength, significant infrastructure improvements, urban and rural ... For five years, wrote on the event in the history of jingchuan brilliant chapter. The practice shows that in five years, must adhere to the development the first priority is not shaken, must adhere to the project driven strategy up, must adhere to the deep development does not stop, must adhere to a comprehensive reform does not retreat, must adhere to the strengthening work style building do not slack off, 《市场营销策划》实训指导书

一、实训目的

市场营销策划是实践性很强的一门课程，通过营销策划实践，培养学生运用营销学理论知识解决企业营销实践问题的能力，掌握营销策划的流程，学会撰写策划书。 二、实训对象

市场营销专业 三、实训内容

以“创业项目”为策划实训内容，使学生掌握策划的流程和方法，完成具有可操作性的营销策划方案，培养学生的创业意识和创业精神。

具体实训内容根据创业方案策划要求，分九个项目进行。全班分成4人一组，以组为单位完成实训任务。

实训项目一：团队CIS策划

（一）实训目的：掌握CIS策划内容和方法，通过团队CIS策划，加强实训团队建设。 （二）实训内容和要求

1、内容：组建团队，给出CIS定位、导入思路和策略，进行团队CIS设计。 2、要求：按营销策划公司要求进行CIS策划

（三）实训组织：把全班分成4--6人一组，以组为单位完成实训任务。 （四）实训操作步骤 1、进行团队组建 2、进行CIS设计开发 3、设计CIS导入方案 （五）实训考核

1、考核策划书，从策划书的格式、方案创意、可行性、完整性等方面进行考核。（70%） 2、考核个人在实训过程中的表现（30%） （六）实训课时：4学时

实训项目二：市场调研策划、执行及调研报告撰写 （一）实训目的

通过实训，使学生了解市场调研的全过程，掌握市场调研方案策划、调研执行及调研报告的撰写等三大环节的具体程序、技巧和方法。 （二）实训内容和要求

1、内容：市场调研策划方案的具体框架内容、策划的步骤；调研执行管理细则；完整的调研报告文案。

2、要求：通过实训，要求学生掌握具体调研方案的策划、调研过程的管理、执行及调研报告撰写

popular innovation, the much anticipated entrepreneurial atmosphere. Six is to highlight the strong comprehensive and strict guarantees, constantly consolidate the basis of the party building. As the biggest achievement in grasping party building, fully strictly administering the party achieved remarkable results. Cast soul guben caught idea. Adhere to the important mission of inspiring, gather the people with common ideals, with development achievements inspired people, conscientiously study the party's latest theoretical achievements, further carry out various types of mass selecting mode selection, multiple trees and carrying forward the righteousness of fresh air, and constantly promote the development of positive energy together. Strict management of cadres. Developed has new promoted section cadres evaluation and debriefing approach, and township section cadres attendance report informed system and leaders talk talk approach, perfect has Township morning will system, specification has Township cadres management; according to \s\d selection cadres, set has heavy conduct, and heavy performance, and heavy grass-roots, and heavy public of oriented; research developed party work supervision and grass-roots party assessment evaluation approach, formed has three level Secretary linkage caught party of pattern. Wind Su JI caught style. Carry out \-three\cial education and strictly investigate and called upon to inform the name violates the Central \ople and things, concentration and control of frivolity and not as style, as issues such as cadres ' style continuous improvement. Responsibility to catch the independent Commission against corruption. Strictly implement the \y, and fully cooperate with inspections of municipal party Committee, listen to the people's congresses, Governments, CPPCC Committee, the County party Committee Standing Committee, Township departments mainly responsible for the implementation of responsibility briefing, step by step to carry out interviews, layers of conductive pressure, clean system continuously. 2015 work go hand in hand, with remarkable results, marked \ctor of development success. In five years, the County in accordance with the \ning four support and further development of the five industries, accelerate the construction of three major patterns\nd promoting the rapid, sustained and healthy development of economy and society, becoming the fastest-accelerating the adjustment of the economic structure, enhance comprehensive strength, significant infrastructure improvements, urban and rural ... For five years, wrote on the event in the history of jingchuan brilliant chapter. The practice shows that in five years, must adhere to the development the first priority is not shaken, must adhere to the project driven strategy up, must adhere to the deep development does not stop, must adhere to a comprehensive reform does not retreat, must adhere to the strengthening work style building do not slack off, 的格式要求。

（三）实训组织：以策划团队为单位完成实训任务。 （四）实训操作步骤

根据所选策划项目进行调研策划 （1）设计调研方案 （2）进行市场调研 （3）撰写调研报告 （五）实训考核

1、考核调研策划方案，从方案的完整性、可行性两方面考核。（40%） 2、考核调研报告，从报告的格式、内容两方面进行考核。（60%） （六）实训课时：12学时

实训项目三：市场定位策划 （一）实训目的

通过实训，使学生了解、掌握市场定位策划方案的框架构成、具体的内容、格式要求，重点掌握市场定位策划的程序、方法、技巧和重点。 （二）实训内容和要求

1、内容：市场定位策划的程序、步骤，市场细分与定位方案设计。 2、要求：掌握市场定位策划的程序、方法、技巧。 （三）实训组织：以策划团队为单位完成实训任务。 （四）实训操作步骤

1、对实训项目进行市场分析和SWOT分析 2、设计目标市场进入策略和市场定位方案 3、撰写市场定位策划书 （五）实训考核

1、考核市场定位策划书，从策划书的格式、方案创意、可行性、完整性等方面进行考核。（70%） 2、考核个人实训表现（30%） （六）实训课时：4学时

实训项目四：产品策划 （一）实训目的：

通过实训，使学生了解、掌握产品策划的框架构成、具体的内容、格式要求，重点掌握策划的程序、方法、技巧和重点。 （二）实训内容和要求 1、内容：产品组合方案设计

2、要求：产品策划的程序、方法和技巧，产品组合方案的格式

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popular innovation, the much anticipated entrepreneurial atmosphere. Six is to highlight the strong comprehensive and strict guarantees, constantly consolidate the basis of the party building. As the biggest achievement in grasping party building, fully strictly administering the party achieved remarkable results. Cast soul guben caught idea. Adhere to the important mission of inspiring, gather the people with common ideals, with development achievements inspired people, conscientiously study the party's latest theoretical achievements, further carry out various types of mass selecting mode selection, multiple trees and carrying forward the righteousness of fresh air, and constantly promote the development of positive energy together. Strict management of cadres. Developed has new promoted section cadres evaluation and debriefing approach, and township section cadres attendance report informed system and leaders talk talk approach, perfect has Township morning will system, specification has Township cadres management; according to \s\d selection cadres, set has heavy conduct, and heavy performance, and heavy grass-roots, and heavy public of oriented; research developed party work supervision and grass-roots party assessment evaluation approach, formed has three level Secretary linkage caught party of pattern. Wind Su JI caught style. Carry out \-three\cial education and strictly investigate and called upon to inform the name violates the Central \ople and things, concentration and control of frivolity and not as style, as issues such as cadres ' style continuous improvement. Responsibility to catch the independent Commission against corruption. Strictly implement the \y, and fully cooperate with inspections of municipal party Committee, listen to the people's congresses, Governments, CPPCC Committee, the County party Committee Standing Committee, Township departments mainly responsible for the implementation of responsibility briefing, step by step to carry out interviews, layers of conductive pressure, clean system continuously. 2015 work go hand in hand, with remarkable results, marked \ctor of development success. In five years, the County in accordance with the \ning four support and further development of the five industries, accelerate the construction of three major patterns\nd promoting the rapid, sustained and healthy development of economy and society, becoming the fastest-accelerating the adjustment of the economic structure, enhance comprehensive strength, significant infrastructure improvements, urban and rural ... For five years, wrote on the event in the history of jingchuan brilliant chapter. The practice shows that in five years, must adhere to the development the first priority is not shaken, must adhere to the project driven strategy up, must adhere to the deep development does not stop, must adhere to a comprehensive reform does not retreat, must adhere to the strengthening work style building do not slack off,jp

（三）实训组织：以策划团队为单位完成实训任务。 （四）实训操作步骤

1、根据实训项目资料或企业实际，进行市场背景分析 2、竞争者产品策略调查 3、产品描述及核心利益分析 4、产品组合设计 5、撰写产品方案策划书 （五）实训考核

1、考核策划书，从策划书的格式、方案创意、可行性、完整性等方面进行考核。（70%） 2、考核个人在实训过程中的表现（30%） （六）实训课时：6学时

实训项目五：价格策划 （一）实训目的

通过实训，使学生掌握企业定价策略与定价方法，价格策划的流程与方法，策划书的内容与格式要求。

（二）实训内容和要求

1、内容：制定企业价格方案，撰写价格策划方案。

2、要求：掌握企业定价策略与方法，进行定价方案设计，掌握价格策划的流程方法，学会撰写策划书。

（三）实训组织：以策划团队为单位完成实训任务。 （四）实训操作步骤

1、对实训项目中的企业产品状况进行分析 2、结合企业实际和竞争状况，选择定价策略 3、根据定价策略，选择定价方法，进行定价 4、撰写定价策划书 （五）实训考核:

1、考核策划书，从策划书的格式、方案创意、可行性、完整性等方面进行考核。（70%） 2、考核个人在实训过程中的表现（30%） （六）实训课时：2学时

实训项目六：分销渠道策划 （一）实训目的

通过实训，使学生了解、掌握分销渠道的选择、设计和管理。 （二）实训内容和要求

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popular innovation, the much anticipated entrepreneurial atmosphere. Six is to highlight the strong comprehensive and strict guarantees, constantly consolidate the basis of the party building. As the biggest achievement in grasping party building, fully strictly administering the party achieved remarkable results. Cast soul guben caught idea. Adhere to the important mission of inspiring, gather the people with common ideals, with development achievements inspired people, conscientiously study the party's latest theoretical achievements, further carry out various types of mass selecting mode selection, multiple trees and carrying forward the righteousness of fresh air, and constantly promote the development of positive energy together. Strict management of cadres. Developed has new promoted section cadres evaluation and debriefing approach, and township section cadres attendance report informed system and leaders talk talk approach, perfect has Township morning will system, specification has Township cadres management; according to \s\d selection cadres, set has heavy conduct, and heavy performance, and heavy grass-roots, and heavy public of oriented; research developed party work supervision and grass-roots party assessment evaluation approach, formed has three level Secretary linkage caught party of pattern. Wind Su JI caught style. Carry out \-three\cial education and strictly investigate and called upon to inform the name violates the Central \ople and things, concentration and control of frivolity and not as style, as issues such as cadres ' style continuous improvement. Responsibility to catch the independent Commission against corruption. Strictly implement the \y, and fully cooperate with inspections of municipal party Committee, listen to the people's congresses, Governments, CPPCC Committee, the County party Committee Standing Committee, Township departments mainly responsible for the implementation of responsibility briefing, step by step to carry out interviews, layers of conductive pressure, clean system continuously. 2015 work go hand in hand, with remarkable results, marked \ctor of development success. In five years, the County in accordance with the \ning four support and further development of the five industries, accelerate the construction of three major patterns\nd promoting the rapid, sustained and healthy development of economy and society, becoming the fastest-accelerating the adjustment of the economic structure, enhance comprehensive strength, significant infrastructure improvements, urban and rural ... For five years, wrote on the event in the history of jingchuan brilliant chapter. The practice shows that in five years, must adhere to the development the first priority is not shaken, must adhere to the project driven strategy up, must adhere to the deep development does not stop, must adhere to a comprehensive reform does not retreat, must adhere to the strengthening work style building do not slack off, 1、内容：分销渠道模式、渠道设计、渠道发展

2、要求：掌握影响分销渠道因素的分析方法，分销渠道的选择模式及管理方法。 （三）实训组织：以策划团队为单位完成实训任务。 （四）实训操作步骤

1、调查了解项目竞争者目前的渠道状况 2、找出目前营销渠道的问题 3、设计渠道模式 4、撰写渠道设计策划书 （五）实训考核

1、考核策划书，从策划书的格式、方案创意、可行性、完整性等方面进行考核。（70%） 2、考核个人在实训过程中的表现（30%） （六）实训课时：2学时

实训项目七：促销活动策划 （一）实训目的

通过实训，使学生掌握促销策划的流程与内容，学会进行促销方案设计及实施。 （二）实训内容和要求

1、内容：促销策划的程序、活动方案的设计、促销主题设计及促销策划案的具体内容和格式。2、要求：掌握促销活动策划和方案的实施。 （三）实训组织：以策划团队为单位完成实训任务。 （四）实训操作步骤 1、明确促销的目的或必要性 2、进行市场状况分析和促销效果调查 3、设计促销目标 4、促销策略组合设计 5、行动方案或具体活动安排 6、促销预算 7、撰写促销策划书 8、促销方案的实施 （五）实训考核

1、考核策划书，从策划书的格式、方案创意、可行性、完整性等方面进行考核。（70%） 2、考核个人在实训过程中的表现（30%） （六）实训课时：4学时

实训项目八：广告策划

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