項目一 充分了解市場·······················1
任務一 市場和市場營銷···············2
一、市場的定義····················3
二、市場營銷學的定義···········3
三、市場營銷學中的市場········3
任務二 需要、欲望和需求············4
一、需要······························4
二、交換和交易····················6
三、營銷觀念的演變··············6
任務三 市場的分類·····················9
一、按照供應與需求之間的關系······························9
二、按照購買者的購買目的和身份························.10
三、按產(chǎn)品或服務供給方的狀況···························.10
任務四 學會市場分析···············.10
一、宏觀環(huán)境分析··············.10
二、微觀環(huán)境分析··············.11
三、SWOT 分析法··············.12
項目二 講好產(chǎn)品···························.16
任務一 產(chǎn)品整體概念···············.17
一、產(chǎn)品概念····················.18
二、產(chǎn)品整體概念的意義·····.18
任務二 FABE 產(chǎn)品介紹法··········.19
一、產(chǎn)品特征····················.19
二、產(chǎn)品的獨特功能···········.20
三、帶給客戶的利益···········.20
四、利益的相關證據(jù)···········.20
任務三 組合策略·····················.21
一、產(chǎn)品組合的概念···········.21
二、產(chǎn)品組合的性質···········.21
三、產(chǎn)品的組合策略···········.22
四、優(yōu)化產(chǎn)品組合··············.23
任務四 制定產(chǎn)品的包裝策略······.25
一、常見的包裝策略···········.25
二、制定包裝策略的依據(jù)·····.26
三、優(yōu)化包裝策略··············.26
任務五 產(chǎn)品的定位與STP 營銷··.27
一、產(chǎn)品的定位·················.27
二、STP 產(chǎn)品營銷··············.29
三、品牌差異化·················.31
任務六 產(chǎn)品介紹在新媒體平臺的運用···························.34
一、新媒體平臺的選擇········.34
二、產(chǎn)品介紹的策略···········.34
三、新媒體平臺的運用技巧··.35
四、操作步驟····················.35
項目三 用好價格策略····················.37
任務一 價格的形成機制············.39
一、選擇定價目標··············.39
二、確定需求····················.40
三、估計成本····················.41
四、分析競爭者的產(chǎn)品及價格··························.41
五、選擇定價方法··············.41
六、選定最終價格··············.44
任務二 價格策略·····················.45
一、常見的價格策略···········.45
二、產(chǎn)品組合的定價···········.49
任務三 產(chǎn)品生命周期中的價格策略···························.51
一、產(chǎn)品生命周期··············.51
二、導入期的價格策略········.51
三、成長期的價格策略········.52
四、成熟期的價格策略········.52
五、衰退期的價格策略········.52
任務四 顧客和競爭者對調價的
反應···························.53
一、顧客對調價的反應········.53
二、競爭者對調價的反應·····.54
任務五 新媒體平臺中產(chǎn)品定價
策略···························.55
一、動態(tài)定價與實時調價·····.56
二、數(shù)據(jù)驅動的心理定價·····.56
三、互動式定價策略···········.57
四、內(nèi)容營銷提升價值感知··.57
五、競爭導向的敏捷響應·····.57
項目四 運用成本最優(yōu)化的渠道體系··.59
任務一 認識分銷渠道···············.60
一、分銷渠道的概念···········.60
二、分銷渠道的特征···········.60
三、分銷渠道的功能···········.61
四、分銷渠道的流程···········.62
五、分銷渠道的成員···········.63
六、分銷渠道的類型與層級··.66
七、分銷渠道的系統(tǒng)模式·····.67
任務二 分銷渠道的建立············.69
一、選擇分銷渠道的原則·····.69
二、分銷渠道建立的步驟·····.70
任務三 分銷渠道管理···············.72
一、選擇渠道成員··············.72
二、評價與激勵渠道成員·····.74
三、調整分銷渠道··············.75
項目五 繽紛出彩的促銷策略···········.77
任務一 促銷及促銷組合············.78
一、促銷及促銷組合的概念··.78
二、促銷的作用·················.79
三、促銷的基本策略···········.80
任務二 打好廣告·····················.81
一、廣告的定義·················.81
二、廣告的作用·················.81
三、廣告的類型·················.82
四、廣告媒體的選擇···········.83
五、廣告效果的測定···········.84
任務三 人員推銷·····················.86
一、人員推銷的概念和基本形式··························.86
二、人員推銷的步驟···········.87
三、人員推銷的方法···········.88
四、推銷人員的管理···········.89
任務四 公共關系·····················.90
一、公共關系的含義···········.90
二、公共關系的作用···········.91
三、公共關系的促銷方式·····.92
四、公共關系的工作程序·····.93
任務五 營業(yè)推廣·····················.94
一、營業(yè)推廣的概念與特點··.94
二、營業(yè)推廣的種類和具體形式··························.95
任務六 促銷活動在新媒體平臺的運用···························.99
一、新媒體平臺開展促銷活動的具體步驟和策略········.99
二、運用新媒體平臺開展促銷活動的優(yōu)勢················.100
三、運用新媒體平臺開展促銷活動的注意事項··········.100
項目六 服務迅速優(yōu)質的物流保障·····102
任務一 物流的選擇··················103
一、物流基礎知識··············104
二、市場營銷與物流的關系···106
三、物流與快遞的區(qū)別········107
四、運輸合理化·················108
五、市場營銷物流模式的選擇···························110
任務二 倉儲機制·····················112
一、倉儲的基礎知識···········113
二、倉庫的選址與布局········115
三、倉儲作業(yè)流程··············117
四、倉儲管理合理化機制·····122
任務三 利用新媒體獲客············125
一、內(nèi)容重構····················126
二、場景融合····················128
三、數(shù)據(jù)驅動····················129
項目七 品牌塑造升級的競爭策略·····130
任務一 品牌的內(nèi)涵及其分類······131
一、品牌的內(nèi)涵················.132
二、品牌的構成要素··········.133
三、品牌的分類················.134
任務二 講好品牌故事··············.137
一、品牌傳播的內(nèi)涵··········.138
二、品牌傳播的原則··········.139
三、品牌傳播的策略··········.140
任務三 熟悉品牌競爭策略········.143
一、品牌推廣···················.143
二、品牌創(chuàng)新···················.145
項目八 營銷新理念······················.151
任務一 理解綠色營銷··············.152
一、綠色營銷的定義··········.152
二、綠色營銷的意義··········.153
三、綠色營銷的策略··········.155
任務二 人工智能營銷··············.157
一、人工智能營銷的定義····.157
二、人工智能營銷的能力····.158
三、人工智能營銷的策略····.159