不会写营销策划办法？套用超牛模版四步走！
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="//q4.itc.cn/images01/20240524/831995f59de24048b70f4845f6c23545.jpeg" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">1、</span>制定<span style="color: black;">目的</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="//q6.itc.cn/images01/20240524/c70beba415534bdfb09ea36cd5ef699f.jpeg" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">营销策划是一场有的放矢，<span style="color: black;">目的</span>是营销策划<span style="color: black;">方法</span>的“的”。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">怎样</span>制定<span style="color: black;">目的</span>？卓朴认为：<span style="color: black;">目的</span>是品牌商战的总意图，不是<span style="color: black;">公司</span>的独角戏，而是<span style="color: black;">公司</span>和市场的协奏曲。一个科学而有生命力的<span style="color: black;">目的</span>，<span style="color: black;">必须</span>从四个维度入手：</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">1.<span style="color: black;">公司</span>的<span style="color: black;">优良</span>资源禀赋</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">2.<span style="color: black;">重要</span>领导人的价值观</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">3.行业趋势机会和挑战</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">4.社会及用户需求期望</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">前2点是面前<span style="color: black;">公司</span>内部，<span style="color: black;">处理</span>的问题是：<span style="color: black;">咱们</span><span style="color: black;">能够</span>有多大<span style="color: black;">做为</span>？</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">后2点是面向<span style="color: black;">公司</span><span style="color: black;">外边</span>，<span style="color: black;">处理</span>的问题是：市场<span style="color: black;">准许</span><span style="color: black;">咱们</span>有多大<span style="color: black;">做为</span>？</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">详细</span><span style="color: black;">怎样</span>得出这四个维度的正确答案？<span style="color: black;">经过</span>严格的资源审计和深度的市场调研。卓朴操盘的<span style="color: black;">每一个</span>案例，<span style="color: black;">没</span>论是周黑鸭、中茶，还是犀旺、战马，还是超港、润田翠，在调研上都下了重功夫。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">市场调研和资源审计是专业品牌战略咨询<span style="color: black;">机构</span>的重中之重，专业咨询<span style="color: black;">机构</span>，决<span style="color: black;">不可</span>让市场调研和资源审计沦为走过场。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">2、</span>构建业务</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="//q1.itc.cn/images01/20240524/7ebe195c61b742198d37daf5503137dd.jpeg" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">构建业务是，从业务层面对<span style="color: black;">目的</span>的<span style="color: black;">详细</span>分解。是品牌营销，基于总意图的排兵布阵。整体<span style="color: black;">处理</span>的是：谁打头阵，谁打突袭，谁打辅助，各个“部队”<span style="color: black;">详细</span>配置<span style="color: black;">怎样</span>，<span style="color: black;">详细</span>战略<span style="color: black;">目的</span><span style="color: black;">怎样</span>？</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">构建业务，<span style="color: black;">详细</span>怎么做？三个维度：</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">1.<span style="color: black;">制品</span>结构</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">2.战略角色</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">3.交付价值</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">其中，<span style="color: black;">制品</span>结构即<span style="color: black;">制品</span>的层次结构。他<span style="color: black;">处理</span>的是：<span style="color: black;">咱们</span>以<span style="color: black;">怎么样</span>的<span style="color: black;">制品</span>组合，走向市场？</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">其中，战略角色即各个<span style="color: black;">制品</span>各自角色定位。他<span style="color: black;">处理</span>的问题是：<span style="color: black;">每一个</span><span style="color: black;">制品</span>各自的角色定位？谁是核心<span style="color: black;">制品</span>，谁是辅助<span style="color: black;">制品</span>，谁是延伸<span style="color: black;">制品</span>等？</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">其中，交付价值即各个<span style="color: black;">制品</span>的价值设计。他<span style="color: black;">处理</span>的是：各个<span style="color: black;">制品</span><span style="color: black;">详细</span>的功能属性和价值？角色<span style="color: black;">区别</span>，交付价值<span style="color: black;">区别</span>。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">3、</span>设计价值</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="//q6.itc.cn/images01/20240524/e48826f701bf434f84ec1ae917cf0d67.jpeg" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">设计价值，是从设计层面对<span style="color: black;">制品</span>价值的“黄金”提炼。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">卓朴认为，价值设计不是简单的包装设计、符号设计、概念阐释，而是“点石成金”，要起到“点金”的效果。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">详细</span>怎么做？三大维度：</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">1.战略<span style="color: black;">制品</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">2.黄金概念</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">3.黄金符号</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">战略<span style="color: black;">制品</span>即核心<span style="color: black;">制品</span>。他<span style="color: black;">处理</span>的是：在这场品牌战略商战中，<span style="color: black;">咱们</span>的主力大部队是谁？</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">黄金概念，顾名思义，即最具价值的概念，金灿灿的概念，一出手，就能夺人眼目，且千锤百炼而不变的概念。他<span style="color: black;">处理</span>的是：<span style="color: black;">咱们</span><span style="color: black;">制品</span>的<span style="color: black;">重要</span>价值是什么？</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">黄金符号，则是从符号上对价值的高度浓缩，他浓缩着品牌信息，传递着巨大消费力量。他<span style="color: black;">处理</span>的是：<span style="color: black;">咱们</span>什么符号<span style="color: black;">表率</span><span style="color: black;">咱们</span>？什么符号能直击消费者人心？</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">4、</span>爆破行动</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="//q8.itc.cn/images01/20240524/b5e7ea290d6a4c1d96c9c7eb014c5480.jpeg" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">爆破行动即<span style="color: black;">重要</span>的出街活动，是“爆破性”营销行动。面对坚山巨坝，先要坚强有力的爆破，建设工作<span style="color: black;">才可</span>展开。爆破行动于品牌战略而言，<span style="color: black;">便是</span>对品牌营销的“破山”爆破。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">爆破行动怎么做？三个维度：</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">1.<span style="color: black;">宣传</span>造势</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">2.体验引流</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">3.舆论引爆</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">宣传</span>造势，即<span style="color: black;">经过</span><span style="color: black;">宣传</span>，吹风起势。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">体验引流，即<span style="color: black;">经过</span>体验，实现引流<span style="color: black;">目的</span>。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">舆论引爆，即借助舆论，引爆活动。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">以上理论体系源自卓朴本能战略，以下是模板汇总，你可直接套用：</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">1、</span>制定<span style="color: black;">目的</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">1.<span style="color: black;">公司</span>的<span style="color: black;">优良</span>资源禀赋</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">2.<span style="color: black;">重要</span>领导人的价值观</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">3.行业趋势机会和挑战</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">4.社会及用户需求期望</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">2、</span>构建业务</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">1.<span style="color: black;">制品</span>结构</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">2.战略角色</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">3.交付价值</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">3、</span>设计价值</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">1.战略<span style="color: black;">制品</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">2.黄金概念</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">3.黄金符号</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">4.黄金背书</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">4、</span>爆破行动</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">1.<span style="color: black;">宣传</span>造势</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">2.体验引流</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">3.舆论引爆<a style="color: black;"><span style="color: black;">返回<span style="color: black;">外链论坛：http://www.fok120.com/</span>，查看<span style="color: black;">更加多</span></span></a></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">责任编辑：网友投稿</span></p>
“BS”（鄙视的缩写）
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