商务策划课外阅读
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商务策划(精选10篇)
商务策划商务策划是商业中不可或缺的一环。
它是为了达成公司目标，并在市场中获得成功而制定的计划。
在商业竞争的现实中，商务策划变得越来越重要，因为它充分利用了公司在市场上的优势，同时也能帮助公司因应各种市场变化的挑战。
在商务策划方面，以下是几个基本的观点和策略，有助于公司在市场上取得成功。
一、树立公司的核心价值观念首先，商务策划必须体现公司核心价值观念的重要性。
它是公司长期以来所追求的目标和理念，也代表着公司的目标和使命。
在商务策划中，核心价值观念的明确定义有助于公司确保自身与其他竞争对手的差异化，从而建立起更具有竞争力的品牌形象。
同时，核心价值观念也为公司提供了一个长期稳定的方向，有助于实现公司目标的长期持续性。
二、明确公司的目标和发展战略除了核心价值观念之外，明确公司的目标和发展战略也是商务策划中必不可少的一部分。
实现这些目标需要明确的计划和关键性指标来评估成功与否。
在制定公司的目标和发展战略时，应该根据公司的优势和市场需求来制定计划，并考虑到有可能发生的外部环境变化。
此外，公司的目标和战略必须得到高层管理层的支持，因为这些目标和战略是整个公司的方向和目标。
三、了解市场和客户需求商务策划需要对市场和客户的需求有透彻的了解。
首先，需要了解市场趋势和标准，因为这些因素都对公司产生影响。
而其次，需要了解客户需求，包括产品功能、价格、服务和交付等方面。
这些信息能够帮助公司确定产品和服务的具体方向，更好地满足客户需求，并建立良好的客户关系。
四、制定营销策略在了解市场和客户需求之后，制定营销策略是商务策划中最重要的一部分。
在竞争激烈的市场环境中，制定营销策略是确保公司在市场中获得成功的关键。
在制定营销策略时，应该考虑到目标客户和市场趋势，同时确保公司产品和服务的差异化。
另外，制定营销计划需要清晰明确的预算和目标，以便判断营销计划的成功与否。
五、提高效率和流程为了实现目标和发展战略，商务策划需要优化公司的流程和提高效率。
商务策划原理练习题四
商务策划原理练习题四一、“红高粱”挑战“麦当劳”乔赢，“红高粱”的创始人，1961年出生，老家在河南许昌。
76年参军入伍，80年如军校学习，获得了哲学、经济学双学士学位。
1987年到河南的一所高校任教。
90年专业到郑州杜康大酒店任副总经理，然后又投奔河南省著名的亚细亚集团有限公司。
由于受到冷落，1994年辞职。
有感于“麦当劳”快餐的火暴，也源于强烈的民族自尊心，乔赢立志创造出一个中式快餐品牌。
经过调查，乔赢选中了营养丰富、味道鲜美的河南食品——羊肉烩面。
凭借自己的专业背景，善于借势、造势，乔赢很快将羊肉烩面与走红世界的张艺谋的电影《红高粱》联系起来，把自己的快餐店命名为“红高粱”。
1995年4月25日，第一家“红高粱”快餐店在郑州最繁华的闹市区二七广场开业。
学习“麦当劳”的方式，店堂明亮、员工统一着装、使用快餐的桌椅和收银机（当时这也代表了先进的经营方式。
）……生意出乎意料地红火。
开业之后，不足100平方的小店营业额从2000元不久就冲上了3万元，预计8个月才能收回投资，3个月就完成了投资回收！接着，乔赢又在郑州先后开了7家“红高粱”的分店。
8个月的时间，44万元的启动资金就滚动发展到了500多万。
迅猛发展的形势，令人兴奋。
为此，乔赢决定不再局限于郑州这个小地方，他要轰轰烈烈的大干一场，他要创造中国的快餐名牌，要成为中国的快餐大王。
作为全国政治经济中心的北京，一直以来是商业的制高点。
为了自己梦想，在创业不到一年的时间里，乔赢就力排众议，决定要拿下这个制高点。
他选择了北京的王府井，要叫板快餐大王“麦当劳”。
北京店的选址显示了乔赢的战略眼光和策略智慧：尽管租金昂贵，达到每平方米近7美元，但距离北京“麦当劳”只有22米，可以直接获得难以获得的新闻效应。
“哪怕我一年亏100万元，我占了这个要地，相当于做了个1000万元的广告。
”要知道，当时山东秦迟酒的姬长孔可以花三个多亿争夺中央电视台的标板广告，“自己为中央电视台开进一辆桑塔那，就能换回一辆奔驰车”。
商务阅读Chapter 10
• 2. He does it through sheer force of personality, coupled with an unbridled passion for winning the game of business: (p.211) • Through the sheer force means because of his capacity for affecting the minds or behavior of others. She succeeded through hard work. 她努力工作取得了成功。 Unbridled means being unrestrained or uncontrolled. 不羁的,无法控制的.
6.If the hierarchy that Welch inherited, with its nine layers of management, hasn't been completely nuked, it has been severely damaged. (p.212)
• Hierarchy means the classification of a group of people according to their statuses and in the text refers to GE’s management levels in an organizational hierarchy. In a large American company, managers’ jobs are arranged in a typical hierarchical structure, consisting of three major levels. Top managers are at the top of the hierarchy and include such titles as president, chairperson, executive director, chief executive officer (CEO) and executive vicepresident. Below the top managers are middle managers or business unit heads, including general managers , administrator and department managers. Next come the first-line managers, including production, sales and R&D supervisors and MIS, HRM and accounting supervisors. At the bottom of the hierarchy are non-managerial employees, including line jobs and staff jobs. The verb to nuke in the text means to destroy and deconstruct. .
第三章商务策划的思考方法
方法一：要不断检查，看看自己是否对所有证据都给予了同样严 格的考察，要避免 不经质疑就接受有利证据的倾向。
方法二：去请一些你尊重的人来唱反调、反对你正在考虑制定的 决策。当然，如果 你能自己提出一些反对意见那就更好了。开放地
进行思考：选择其他方案最强有力 的理由是什么?第二有力的理由 是什么?第三有力的理由又是什么?
营销人员在预测下一年度的 产品销售情况时通常会先参考 前几年的销量。这时，过往数据就成了参照点，预测 者在这个 参照点基础之上再根据其他因素作出适当调整。
这种方法虽然可能让决策 者作出相当准确的估计，但弊病 是对过去的事件赋予了太多权重，而对其他因素的 重视不够。 在瞬息万变的市场环境下，以历史数据、历史事件为参照可能 会导致预 测结果与实际情况相差万里，进而误导我们的决策。
第三章商务策划的思考方法
6
第一节 商务策划的思考陷阱
一、策划人常见的思维陷阱
（一）、参照点陷阱
由于“参照点”可构成决策所依据的基础条件，因此它常 被精明的谈判者当做讨价还价的手段。
案例：一家正在旧金山寻找新办公场所的大型咨询公司的经历。 这家公司的合伙人与一位商业地产经纪人共同圈定了一幢完全 符合他们标准的商务楼，于是他们安排与业主会谈。
第三章商务策划的思考方法
2
第一节 商务策划的思考陷阱
制定决策是每一位策划人员的重要工作，也是最艰 难和风险 最大的工作。糟糕的决策会给企业或个人的职 业发展造成危害， 有时甚至是无法挽回的危害。
那么，错误的决策究竟是怎么产 生的呢?在很多情 况下，错误决策的根源都可以追溯到做出决策 的方式
上——
没有清楚地界定备选方案;
方法三：坦然承认自己的动机。你是真的在搜集信息以便作出明 智的决策，还只是 在寻找有利证据支持你想做的事情?
商务活动策划A卷
1渠道冲突生产的根本原因：目标错位。
观点差异。
角色差异。
期望差异。
2服务的特性有哪些：服务的无形性。
服务的异质性。
服务的同步性。
服务的易逝性。
3售后服务技巧有哪些：免费送货上门、免费安装。
提供良好的商品包装。
承诺“三包”服务。
设立免费热线电话。
建立档案，提供售后跟踪服务。
建立售后服务质量监控体系。
4提高客户满意度的方法有哪些：建立全面客户服务体系。
客户满意度指标改进。
组建高效的客户服务团队。
建立良好的反馈系统。
5客户忠诚度如何衡量：客户的重复购买次数。
客户购买的挑选时间。
客户对价值的敏感程度。
客户对竞争产品的态度。
客户对质量问题的承受能力。
1.客户满意度：客户向企业购买产品或服务的接触过程中由于期望与实际感知的差距所形成的态度。
2.客户忠诚度：客户对于企业员工、产品或服务的满意或依恋的感情，或是对某一品牌因长久的喜爱而重复选择。
3.经济人：专门为供销双方起促进作用的中间商。
4.销售:销售是指企业将生产和经营的产品或服务出售给顾客的一种活动，是买卖双方在一定的社会经济环境下达成的一种契约或协议。
5.销售促进:企业在某一段时期内采取特殊的手段对顾客实行强烈的刺激，以促进企业销售迅速增长的一种策略6.客户关系管理:通过培养企业的最终客户、分销商和合伙伙伴对企业及其产品更积极的偏爱或偏好，留住它们并以此提升业绩的一种营销策略。
1.销售管理的含义:销售管理就是通过计划、人员配备、培训、领导以及对组织资源的控制，以一种高效的方式完成组织的销售目标2.销售管理的职能:制定销售规划设计销售组织指导和协调销售活动控制销售活动3.直接分销渠道的优点:有利于及时了解目标顾客的需求及时销售易于控制销售过程可以在销售过程中直接进行促销4.直接分销渠道的缺点:产品很难在短期内广泛分销，迅速占领和巩固市场。
企业目标顾客需要不能得到及时的满足导致企业失去目标顾客以及市场占有率的降低。
分散企业力量，资金周转缓慢经济效益较难提高。
商务策划书范文4篇
商务策划书范文4篇一、活动意义：为了增强大一新生的课外知识，特别是为了提高学生会新干事的综合素质。
二、活动主题：发扬欧亚学子商务热情展示当代青年礼仪风采三、主办单位：信息工程学院电子二系学生会公管部四、主讲人：朱晓艳(信息工程学院二系学生会公寓管理部部长)五、活动时间：xx年11月9日下午4：00—5：30六、活动地点：4号教学楼303教室七、活动参与人员：1、信息工程学院电子二系公寓管理部全体干事2、信息工程学院电子二系纪律部全体干事3、信息工程学院电子二系外联部全体干事4、部分大一新生(统专电商07级学生)八、活动流程：4：30准时开始讲座，中途提问学生一些常规的礼仪问题，对学生的回答进行分析。
在讲到领带的问题时由学生现场系领带，然后对领带的打法进行评价、讲解。
九、策划人员：策划人：活动背景：刚刚结束，同学们对此次军训感受非常深刻。
活动目的：培养同学们的吃苦耐劳的精神，提高同学们团体合作的工作态度。
活动名称：军训感受大赛。
主办单位：人文与艺术系学习部。
活动对象：全体大一新生。
活动日期：xx年10月10日7:30——9:00活动计划：一、向学校申请次此讲座。
二、宣传工作。
在校园张贴横幅，挂海报，发传单，通知我系的各班班长，向他们介绍次此活动，并让班长通知各班同学。
三、报名方式。
在人文与艺术系办公室、食堂门口。
报名时注明所在系、班级、姓名、联系方式。
四、布置活动场地。
活动流程：1、活动开始前播放背景音乐。
2、主持人介绍作文大赛的要求和时间。
3、学生会成员对此大赛进行监考。
活动评选：学习部对参赛文章进行评阅，评出获奖名单，对其公布。
活动主题：“创新、创意、创业”大学生电子商务大赛一、竞赛目的：为弘扬中原工学院加强内涵建设、强化特色、提高教育质量的精神，建立以赛促学的机制，增强学生的“三创”意识、训练学生的动手和协作能力，推动学校实践课程体系和内容的改革特举办本次大赛。
二、竞赛组织机构：主办单位：中原工学院教务处、学生处协办单位：北京中鸿网络教育技术有限公司策划承办单位：中原工学院经济管理学院信管系三、参赛内容及要求（1）技术类作品：主要是指在电子商务应用、服务和支撑环境中开发形成的具有一定独立性的软件或硬件技术成果。
商务策划参考答案
商务策划参考答案商务策划参考答案商务策划是指为了实现商业目标而制定的一系列计划和策略。
在如今竞争激烈的商业环境中，一个成功的商务策划对于企业的发展至关重要。
本文将从市场分析、目标设定、策略制定和实施执行等方面探讨商务策划的参考答案。
市场分析是商务策划的第一步。
在市场分析阶段，企业需要了解市场的需求、竞争对手、潜在客户以及市场趋势等信息。
通过市场分析，企业可以明确自己的竞争优势，找出市场机会，并制定相应的策略。
例如，一家电子产品公司在市场分析中发现，消费者对于智能家居产品的需求日益增长，而竞争对手在该领域并不强大。
因此，该公司可以制定策略，加大研发智能家居产品，并在市场上推广。
目标设定是商务策划的核心。
企业需要确定明确的目标，以便能够有针对性地制定策略和行动计划。
目标应该是可衡量的、具体的和实际可行的。
例如，一家新开设的餐厅可以设定目标为在一年内实现每月平均销售额增长20%。
通过设定明确的目标，企业可以更好地指导自己的行动，同时也能够评估自己的进展。
策略制定是商务策划的关键。
企业需要根据市场分析和目标设定，制定相应的策略来实现目标。
策略制定应该考虑到企业的资源、竞争环境和市场趋势等因素。
例如，一家服装品牌在市场分析中发现，年轻消费者对于可持续发展和环保的关注度越来越高。
因此，该公司可以制定策略，推出一系列环保材料制作的服装，并加大对环保理念的宣传。
实施执行是商务策划的最后一步，也是最为关键的一步。
策略再好，如果无法有效地实施和执行，也只是空谈。
企业需要明确责任分工，制定详细的行动计划，并确保执行过程中的监控和评估。
例如，一家新开设的酒店可以制定行动计划，包括市场推广活动、员工培训和服务质量监控等。
通过实施执行，企业可以将策略转化为实际的业绩。
总结起来，商务策划是企业实现商业目标的重要手段。
通过市场分析、目标设定、策略制定和实施执行等步骤，企业可以找到市场机会，制定相应的策略，并将其转化为实际的业绩。
策划商务计划书（精选5篇）
策划商务计划书策划商务计划书（精选5篇）时间流逝得如此之快，我们又将续写新的诗篇，展开新的旅程，该好好计划一下接下来的工作了！相信大家又在为写计划犯愁了吧？以下是小编帮大家整理的策划商务计划书（精选5篇），欢迎大家分享。
策划商务计划书1一、前言这里是心灵自由高翔的天空，这里是思想尽情展示的舞台，这里是才智纵横的原野，这里就是书的世界。
书承载着无尽的智慧与经典，书始终是我们生活的一部分。
近年来，掀起了出书热潮，加上娱乐，影视，体育事业的高速发展，吸引了广大青年男女的眼球，各类杂志备受他们的青睐，面对如此庞大的消费群体，无疑是给了各大书店无限的商机，就是那些小型书店也尝到了甜头。
为此，在我们学校缺少一个书店的良好契机下，开一家书店是一种明智之举。
二、项目简介音乐休闲书店的环境与一般个体书店有明显的区别，整洁、明亮，具有时尚气息和文化氛围，优雅的购书环境，以及创造符合气氛的室内音乐背景，让顾客的视觉和听觉获得超值享受，并且书店设立了主题书架。
主题书架是书店在沿用传统的图书分类的同时，有意识地将与某一主题相关的图书整合到一起的销售方式。
可根据不同的节日设立不同的主题。
休闲书店集图书馆、书店、咖啡馆的优点于一身，可以让人们在喝咖啡聊天的时候翻翻时尚杂志或流行小说，也可以让人们在舒缓的音乐中，缓解工作中的疲劳和学习的压力，放松身心，同时也是个交流聚会的好去处。
休闲书店的核心就是服务，主要目的是放松休闲，除了书以外，店里提供各式的冷热饮（碳酸类除外）、果盘、甜点，咖啡等。
为来书店休闲的顾客提供免费的宽带服务，为各学习小组或社团提供会议室服务，并且提供期末复习订座服务。
三、市场分析从全国范围内来看，随着社会经济的迅速发展和国民财富的增长，市民消费已从以物质为主的消费框架中跳出，转向了更多的精神文化生活消费。
人们开始关注消费产品的品质、知名度、文化含量、个性化等要素。
而这些对于竞争日益激烈的企业来讲，就意味着它要提供更多的个性化服务，个性化的产品，并不断地增加产品的“文化（或精神）含量”。
商务策划书行动计划3篇
商务策划书行动计划3篇篇一商务策划书行动计划一、行动计划背景在当今竞争激烈的商业环境中，商务策划书已经成为企业和组织取得成功的重要工具。
商务策划书可以帮助企业明确目标、制定战略、评估风险和机会，以及协调各方面的资源和行动。
然而，仅有一份优秀的商务策划书是不够的，关键在于如何有效地执行和实施行动计划。
二、行动计划目标本行动计划旨在为商务策划书的实施提供具体的步骤和时间表，确保各项任务的顺利完成，以实现商务策划书的目标。
三、行动计划内容1. 任务分解：将商务策划书中的目标和策略分解为具体的任务，并为每个任务分配负责人和完成时间。
2. 资源分配：根据任务的需要，分配人力、物力、财力等资源，并确保资源的及时到位。
3. 沟通协调：建立有效的沟通机制，确保各部门和各成员之间的信息畅通，及时协调解决问题。
4. 监控评估：建立监控评估机制，对任务的完成情况进行定期评估，及时发现问题并采取措施进行调整。
5. 风险预警：对可能出现的风险进行预警和分析，制定应对措施，降低风险对行动计划的影响。
6. 调整优化：根据监控评估的结果，对行动计划进行调整和优化，确保行动计划的有效性和适应性。
四、行动计划时间表1. 任务分解：在商务策划书定稿后的[X]个工作日内完成。
2. 资源分配：在任务分解完成后的[X]个工作日内完成。
3. 沟通协调：贯穿整个行动计划的始终。
4. 监控评估：每月进行一次，在每月的[X]日前完成上月的监控评估。
5. 风险预警：在商务策划书执行过程中，随时进行风险预警和分析。
6. 调整优化：根据监控评估的结果，在每月的[X]日前完成对行动计划的调整和优化。
五、本行动计划将通过明确任务、分配资源、建立沟通协调机制、监控评估、风险预警和调整优化等措施，确保商务策划书的有效实施。
在行动计划的执行过程中，我们将密切关注市场动态和环境变化，及时调整和优化行动计划，以确保企业或组织能够适应不断变化的竞争环境，实现商务策划书的目标。
商务策划试题及答案
商务策划试题及答案一、单项选择题（每题1分，共10分）1. 商务策划的核心目标是：A. 降低成本B. 提高利润C. 增加市场份额D. 满足客户需求2. 以下哪项不是商务策划的基本原则？A. 目标明确B. 创新思维C. 风险规避D. 资源优化配置3. 商务策划中，SWOT分析主要用来：A. 确定目标市场B. 分析竞争对手C. 识别内部优势和劣势D. 预测市场趋势4. 以下哪个不是商务策划的常见步骤？A. 确定目标B. 收集信息C. 制定计划D. 执行计划5. 商务策划中，PEST分析主要关注：A. 政治、经济、社会和技术因素B. 产品、价格、地点和促销C. 人口、环境、社会和技术因素D. 政策、经济、社会和科技因素6. 商务策划中，市场细分的目的是：A. 增加产品种类B. 提高产品价格C. 确定目标市场D. 扩大市场份额7. 商务策划中，4P营销理论包括以下哪些要素？A. 产品、价格、地点、促销B. 产品、价格、促销、公共关系C. 产品、地点、促销、公共关系D. 产品、价格、地点、公共关系8. 商务策划中，以下哪个不是市场调研的方法？A. 调查问卷B. 深度访谈C. 焦点小组D. 直接销售9. 商务策划中，以下哪项不是制定营销策略的依据？A. 市场调研结果B. 竞争对手分析C. 企业资源状况D. 企业历史业绩10. 商务策划中，以下哪个不是风险管理的策略？A. 风险规避B. 风险转移C. 风险接受D. 风险消除二、多项选择题（每题2分，共10分）11. 商务策划中，以下哪些因素可能会影响市场定位？A. 产品特性B. 消费者需求C. 竞争对手策略D. 企业资源12. 商务策划中，以下哪些属于市场推广策略？A. 广告宣传B. 公共关系C. 价格战D. 直接销售13. 商务策划中，以下哪些是制定营销组合的考虑因素？A. 产品定位B. 价格策略C. 渠道选择D. 促销活动14. 商务策划中，以下哪些是制定价格策略的依据？A. 成本分析B. 竞争对手定价C. 市场需求D. 消费者心理15. 商务策划中，以下哪些是风险评估的步骤？A. 识别风险B. 评估风险C. 制定应对措施D. 实施风险管理三、简答题（每题5分，共20分）16. 简述商务策划中市场调研的重要性。
商务策划方案范文
商务策划方案范文
一、商业策划内容
1、产品定位
目标产品是一款婴幼儿玩具，结合多种游戏功能，让孩子在玩中学习，弥补孩子学习过程中的缺陷，在让孩子们快乐的同时了解知识。
2、市场研究
我们对销售目标群体和竞争对手进行了深入的市场调研，相关市场数
据表明，婴幼儿游戏市场仍有较大的潜力，但是在竞争激烈的今天，我们
必须采取有效的市场营销措施来引起消费者的关注，以满足投资的期望回报。
3、营销策略
（1）产品定价：根据目标群体的实际情况，结合市场定价及竞争对
手的定价情况，将其定位为中档产品，以实惠的价格吸引婴幼儿消费者；
（2）投放广告：在社交媒体平台、电视媒体、英语学习课件等广告
投放，加强产品影响力；
（3）宣传渠道：同时，我们也会加大渠道建设方面的力度，拓宽营
销渠道，优化供应链，实现标准化、规模化的供应。
4、经营管理
（2）服务保障：确保售后服务质量，提供有效的售后服务，做到及时、及时、及时的响应，确保消费者满意；。
商务策划原理范文
商务策划原理范文一、确定目标商务策划的第一步是确定明确的目标。
通过分析市场和企业状况，确定可以实现的目标。
这些目标必须是明确、可量化和可达到的。
只有明确的目标才能指导下一步的策略和方案的制定。
二、制定策略确定了目标之后，商务策划需要制定相应的策略。
策略是指达到目标的一系列方法和途径。
制定策略要考虑市场、竞争对手、消费者等多个因素，选择最适合的路径。
同时，策略要具备可行性和可持续性，考虑到企业整体资源的利用情况。
三、制定方案方案是指策略的具体实施手段。
制定方案需要详细考虑具体的实施步骤、资源配备、时间计划等因素。
方案要具备可操作性和可控性，考虑到商务活动中的各种变动因素，制定相应的预案和备选方案。
四、实施和推进商务策划的实施和推进是指方案的具体实施和落地。
实施要考虑各种因素的协调与管理，确保实施的顺利进行。
同时，要及时进行反馈和监控，对实施过程进行调整和优化，确保实施效果达到预期。
五、评估和改进商务策划的评估和改进是指对实施过程和结果进行评估和反思，发现问题并进行改进。
评估要考虑策略的有效性、方案的执行情况、市场反馈等多个因素，通过评估结果进行合理的调整和改进，提升商务活动的效果和效率。
商务策划原理强调系统思维和全过程管理。
商务活动涉及市场、竞争对手、供应链、客户等多个方面，需要系统思维来进行整体把握和解决问题。
同时，商务策划是一个动态的过程，需要全过程的监控和管理，及时发现问题和改进。
在商务策划中，还需要注重团队合作和沟通。
商务策划往往涉及多个部门和人员的协作，需要有效的沟通和团队合作来推动策划的实施。
同时，商务策划也需要考虑利益相关方的利益，与供应商、合作伙伴、客户等建立良好的合作关系。
总之，商务策划原理是指商务活动中确定目标、制定策略、方案、实施和评估的全过程方法和原则。
商务策划的成功实施对企业的发展至关重要，需要系统思维、合作沟通和全过程管理的支持。
只有合理运用商务策划原理，才能在激烈的市场竞争中取得优势并实现持续发展。
商务策划基础
内容简介
《商务策划基础》内容包括：商务策划正在成为未来收入最高、就业稳定的热门职业之一，商务策划类创 新人才最容易向经营高层跃升，最容易转化为新的资本所有者。
媒体评论
凡事预则立，不预则废。 ——《礼记·中庸》 促进策划事业发展，切实搞好人才培养工作。 ——李鹏 这个世界本是一个大金矿，我们需要的是点金术——金点子。市场竞争说到底就是点子的竞争，谁能策划出 好点子，谁就能赢得市场获得财富。 ——东方策划咨询中心 策划本身就是一种创新，就是运用知识的一个过程，它的目的在于提高生产效率，从这个意义上讲，策划也 是一种生产力。不是每个成功的策划都有好的结果，但每个好的结果肯定都有一个好的策划。 ——中国生产力学会策划专家委员会秘书长雷鸣雏 主宰21世纪商业命脉的将是策划，因为资本时代已经过去，策划时代已经来临! ——著名的未来学家托夫勒
商务策划基础
东北财经大学出版社出版的图书
01 作者简介
03 媒体评论
目录
02 内容简介 04 目录
《商务策划基础》是2009年东北财经大学出版社出版的图书，作者是王彤宙。
作者简介
王彤宙，山西人，43岁，经济学博士，高级工程师（教授级），高级经济师，英国皇家特许建造师（CIOB）。 现任中国水利水电建设集团副总经理．中华全国青年联合会常务委员会委员。出版《税务会计》（内蒙古大学出 版社．1996）、《建设工程合同纠实务指南》（知识产权出版社．2002）、《建设工程法律法规选编》（中国建 筑工业出版社，2008）等教材、专著4部，发表论文10余篇。
谭焕忠，辽宁人，45岁．经济学硕士，编审，图书出版策划人。曾获大连市优秀图书编辑．辽宁省优秀图书 编辑。出版《企业经营决策》（大连理工大学出版社，1991）、《股市统计与分析》（农村读物出版社，1993）、 《市场调查设计与操作》（内蒙古大学出版社．1995）、《房地产应用写作》（东北财经大学出版社，2002）、 《经济数学》（经济科学出版社，2005）等教材、专著8部，发表论文30余篇，参加省级课题2项。
商务策划(精选10篇)
商务策划商务策划文档引言：商务策划是指企业为实现经营目标和发展战略，制定相应的商务计划和实施方案的过程。
在现代商业环境中，商务策划对企业的成长和成功起到至关重要的作用。
本文将介绍商务策划的重要性，以及商务策划的步骤和要素。
一、商务策划的重要性商务策划对企业发展至关重要。
首先，商务策划有助于企业明确经营目标和战略。
企业需要明确自己的长期和短期目标，并制定相应的战略来实现这些目标。
商务策划的过程可以使企业对自身的资源和市场环境进行深入分析，从而找到适合自己的发展方向。
其次，商务策划有助于企业实施管理和控制。
商务策划将企业的目标和战略转化为具体的行动计划和时间表，帮助企业明确责任和任务，并指导企业实施管理和控制。
最后，商务策划有助于企业应对风险和挑战。
商务策划可以预测市场变化和行业趋势，帮助企业在竞争激烈的市场环境中保持竞争优势。
二、商务策划的步骤商务策划一般由以下步骤组成：确定目标、分析环境、制定战略、制定计划、实施控制和评估。
首先，确定目标是商务策划的起点。
企业需要明确自己的长期和短期目标，并设定相应的目标指标来衡量自己的进展。
其次，分析环境是商务策划的核心环节。
企业需要分析内外部环境，包括市场竞争、消费者需求、技术变革和法律规定等各种因素，从而找到适合自己的发展方向。
然后，制定战略是商务策划的重要步骤。
企业需要根据自己的目标和环境分析结果制定相应的战略，包括市场定位、产品定价、销售渠道、营销推广等。
接下来，制定计划是商务策划的落实环节。
企业需要将战略转化为具体的行动计划和时间表，明确责任和任务，并制定相应的资源和预算。
然后，实施控制是商务策划的管理环节。
企业需要进行实施控制，监控进展和结果，及时调整计划和策略，确保目标的实现。
最后，评估是商务策划的总结环节。
企业需要对自己的商务策划进行评估，总结经验教训，并进行持续改进。
三、商务策划的要素商务策划包括许多要素，如市场分析、产品定位、销售策略、客户关系管理、团队建设等。
商务策划(二)
好，继续我们的话题，。
美国一个富翁挣了钱，想做点慈善事业。
做什么慈善事业呢？他有想搞一个基金，这个基金支持心脏病的研究。
因此心脏病的治疗。
成立基金是非常严格的，非常苛刻的。
在美国，要通过州的议会，要进行认证的。
于是组织了听证会。
这个富翁精心安排了6位专家，到听证会上去发言，这些专家有律师，也医生，有著名的医生，有科学家，生物学院，他们精心准备了材料，但是在听证会上，那些议员非常挑剔，首先对资格考察一下，你是不是真的律师，是不是真的医生。
反复检查他们的资格。
看着他们准备得非常详实的材料，还要问一问这材料是不是你亲自准备的？这些语言是很挑剔的。
前面6位专家学者答辩完以后，最后轮到这个富翁上场，这富翁本来准备了非常厚的资料，准备在这儿读了，他心想，我在这读，没有什么意义？因为这些议员太苛刻了。
他上来干脆不按这个资料讲了。
他这样讲，说，各位女士各位先生，前面6位专家已经讲得非常充分了，他们是他们本行业的著名专家，我怎么能跟他们比呢？因此，我准备放弃我准备的详实的资料。
我在这里只讲一件事，就是建立这个心脏病基金以后，谁最有利。
大家想想谁最有利？显然是那些患心脏病的人最有利。
哪些人最容易患心脏病呢？他们年龄上有什么特征？显然应该是50岁以上的人容易患。
他们工作上有什么特征？繁忙。
工作重要性上有什么特征？当然是重要。
往往是重要工作的人容易得心脏病。
从事业成功度上有什么特征？显然那些事业成功繁忙的人，50多岁的人，忙了一辈子，成功了，准备享受了，突然心脏病来了。
他们最容易得心脏病。
他们最容易收益。
那么，这些人是谁呢？这个富翁讲，在座各位就是这些人。
他一口气讲了40分钟。
台上静悄悄的没有一个人在职责。
进完了以后，似乎这些人还没听够。
很快，那个心脏病基金获得通过。
因为打动了他们的心。
这就是利益的诱导。
他们要从这里受益。
这么一件小事，就让他受益了。
我再讲一个例子，可能更是潜在的，大家可以更能感觉到这种利益诱导的重要性。
《商务策划原理》
商务策划原理商务策划是企业在不断变迁的环境条件下，为达到企业资源与市场机会的良好配合，使企业处于竞争优势而进行的策略系统设计的专业活动。
商务策划原理主要研究企业在市场活动中的基本策略思想，探索企业在策略设计、策略评价和策略实施控制方面的基本规律。
本课程是策划专业的专业核心课。
在教学计划中，该课程的先行课程为《市场营销学》、《企业管理原理》等；其后续课程有《项目策划》、《市场发展策划》《公关策划》、《广告策划》等。
通过本课程的学习，要求学员理解策略的实质和在商务活动中的意义，掌握策略构思、策略选择、策略评价和策略实施控制的基本理论和基本技巧。
本课程的主要参考书目有：大前研一的《策略家的智慧》、迈克尔•波特的《竞争战略》和《竞争优势》、苏拾忠的《如何策略规划》、威廉•金•克里兰的《战略规划与政策》、苏珊的《现代策划学》、陈放的《策划学》和屈云波主编的《企划案》与《企划力》等。
第一讲商务策划概述一、策划起源策，在《辞源》中有八个意项。
其中有作名词用的，如“马鞭”、“杖”、“简”、“策书”、“一种文体”、“占卜用的蓍草”等；作动词用的有“以鞭击马”，后来演化为谋略的意思，这也成为“策”，最重要的意项，也是其用得最多的意思。
划，在《辞源》中主要是“割开”、“谋划”等意思。
“策”与“划”一般联系起来作筹划、谋略、计策、对策等意思解释。
策划古时也称策画，《辞海》、《汉语大辞典》对其所作解释主要是出谋划策之意，故策划又称为策略规划。
策划一词的复兴在于日本企划的风行。
企划一词大约在1965年由日本传到台湾，80年代开始逐渐流行，90年代初由台湾传到中国大陆。
在美国，策划一般称为咨询，在日本大多使用企划，在中国台湾也与日本相仿，使用企划居多，在大陆，企划与策划并用。
二、商务策划理解（一）策划定义目前对策划一词的理解可谓众说纷纭，一般说来，主要有以下几种观点：1．事前设计说——策划是策划者为实现特定的目标，在行动之前进行的相应行动设计。
商务英语阅读理解(精选5篇)
商务英语阅读理解（精选5篇）1.商务英语阅读理解第1篇Questions 1-7Look at the statements below and the article about the development of future business leaders on the oppositeWhich section of the article (A, B, C or D) does each statement (1-7) refer to?For each statement (1-7), mark one letter (A, B, C or D) on your Answer You will need to use some of these letters more than1 Managers need to take action to convince high-flyers of their value to the2 Organisations need to look beyond the high-flyers they are currently3 There is a concern that firms investing in training for high-flyers may not gain the benefits4 Managers need expert assistance from within their own firms in developing5 Firms currently identify high-flyers without the support of a guidance6 Managers are frequently too busy to deal with the development of7 Firms who work hard on their reputation as an employer will interest The Stars of the FutureA Existing management research does not tell us much about how to find and develop high-flyers, those people who have the potential to reach the top of an As a result, organisations are left to formulate their own A more effective overall policy for developing future leaders is needed, which is why the London Business School has launched the Tomorrow's Leaders Research Group (TLRG). The group contains representatives from 20 firms, and meets regularly to discuss the leadership development of the organisations'B TLRG recognises just how significant line managers are in the process of leadership Unfortunately, with today's flat organisations, where managers have functional as well as managerial responsibilities, people development all too often falls victim to heavy One manager in the research group was unconvinced by the logic of sending his best people away on development courses, 'only to see them poached by another department or, worse still, another firm'. This fear of losing high-flyers runs deep in the organisations that make up the researchC TLRG argues that the task of management is not necessarily about employee retention, but about creating 'attraction centres'. 'We must help line managers to realise that if their companies are known as ones that develop their people, they will have a greater appeal to high-flyers,' said one Furthermore, selecting people for, say, a leadership development programme is a sign of commitment from management to an Loyalty can then be more easily demanded inD TLRG has concluded that a company's HR specialists need to take action and engage with line managers individually about their role in the development of Indeed, in order to benefit fully from training high-flyers as the senior managers of the future, firms must actually address the development of all managers who will be supporting the Without this, managers will not be in a position to give appropriate And when eventually the high-flyers do move on, new ones will be needed to replace The next challenge will be to find a new generation of2.商务英语阅读理解第2篇give speech to 演说[例] address audience on a business projectadjourn (v) to stop (a court case, a meeting , )for a time before beginning again 延期，休会[例] The board meeting has been adjourned to an uncertain[同义词] postponeadjust (v) to settle an insurance claim 理算保险索赔[例] After the car accident, he made an insurance claim that will be adjustedadministration () organization and control of a company经营、管理[例] The administration power of a company also shows the internal control of the[同义词] managementadmin () abbreviation for administration 经营、管理administer () organize, control: 管理[同义词] manageadopt () choose, decide on采用[例] We adopted a newadvance () money paid before it is due, or for work only partially completed 预付款[例] Yesterday I received an advance on my monthly(v) to increase 提高[例] On bull market , shares are advancing[同义词] increase3.商务英语阅读理解第3篇《Staff appraisals》，员工评估。
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Tip 1: The Early Years of Entrepreneurship: A Step-by-Step Approach to Surviving and Thrivingby Caron_Beesley, Community ModeratorEntrepreneur and founder of The Body Shop Anita Roddick once said: ―Nobody talks about entrepreneurship as survival, but that's exactly what it is and what nurtures creative thinking.‖The first few years of small business ownership are undoubtedly the toughest, a huge test of entrepreneurial character. And data proves that getting it right is as challenging as ever. According to the SBA Office of Advocacy (PDF), the survival rate for new employer firms stacks up asfollows:∙Seven out of 10 new employer firms survive at least two years∙Half survive at least five years∙ A third last 10 years∙ A quarter stay in business for 15 years or moreSo, what strategies and tactics can you employ as you venture through the early years of business ownership? Below are some year-by-year approaches to consider:Year 1 – Be Prepared for the UnexpectedWhatever your field of business, one of the first things you’ll probably encounter in your first year is that things rarely go as planned. While you can do a lot to set up your business carefully (like these 10 Steps to Starting a Business), be prepared for the unexpected.You may find you need to diversify your product line or that your true niche is something else. Maybe demand for your product goes through the roof and you can’t cope or you find your suppliers aren’t as reliable as you’d hoped.Predicting shifts in market forces and business strategy isn’t easy, but you can p repare by having a plan and sufficient cash reserves to allow adjustments to your year one strategy. Many of us put off writing a business plan until we need to secure financing. However, a well-prepared plan that is revisited often will help you steer your business on its course, and help you navigate bumps in the road. Try to think of your business plan as a living, breathing project, not a one-time term paper.SBA guest blogger and planning expert Tim Berry calls this the ―plan-as-you-go‖ approach and he offers advice in these two blogs: 10 Quick and Easy ways to Start Planning Better and 4 Steps to Keep Your Business Planning Simple and UsefulPart of your planning strategy should focus on maintaining cash flow and having reserves. The following tips from SCORE offer good advice for building a six month cash reserve:∙Add up all your monthly expenses, so you know what your true personal expenses are.∙Still in a day job? Set aside five percent of your net pay each paycheck and build savings.∙Sound like too much? Start with a goal of setting aside $100 week equals $5,200 a year, a nice cushion.∙As an entrepreneur, you want to be sure that whenever you take a cash draw from the company, you set aside money to pay taxes. Don't be surprised by a nasty tax bill.∙Start now. The most important thing is to create a habit of saving each week.Year 2 – Reflect On and Advocate Your BusinessAt the end of year one, reflect back on your first year in business – your successes, failures and shortcomings. What would you have done differently? For tips on how to take stock of your business performance, read Taking Stock of the Business Year - How to Conduct a Year-End Review & Plan for the Year Ahead.Year two is also the time to work ON your business, as opposed to working IN it. Becoming a fulfilled and successful business owner involves positioning yourself as a true advocate for your business, not just a salesperson. Some of the most successful brands in the world are where they are today because the entrepreneur behind the brand is out front advocating its products, its successes, and its core values – think Richard Branson or Steve Jobs.Becoming an advocate isn't difficult, but it involves relinquishing control of some day-to-day business operations that you have gotten used to as a startup. This blog offers more tips: Five Tips for Building your Small Business Brand Using its Best Advocate - You!Year 3 – Grow your FormulaYear three is often when small business owners really feel they’ve found a formula and a niche that works. Business fluctuations still happen, but by now you likely have a good view of your financial projections, so you can better prepare for market and seasonal fluctuations.If your niche is working for you, keep focused and stay true to it. Stay customer-centric, look for opportunities to grow in that niche, and refine your business and marketing strategy to stay ahead of the curve.Tip 2: Why Your Business Needs an Elevator Pitch (and Tips on How to Target it to your Audience)by Caron_Beesley, Community ModeratorWhether you are on a trade show floor, making a sales pitch, or seeking investment, perfecting your elevator pitch can be one of the most important things your business can do. From the moment you start-up (when no one has ever heard of you), having a well rehearsed and compelling elevator pitch can help buyers, clients and potential investors get to know you quickly.More than simply explaining your product, industry, or "big idea" a business elevator pitch is essentially how you speak about your business to others in a way that engages and excites. Asbusiness expert Chris O'Leary states, "...an effective elevator pitch is designed to give the audience just enough information that they will have a sense of what you are talking about and want to know more." (*)Adapt Your Elevator Pitch to Suit Specific AudiencesA savvy entrepreneur should be prepared to develop and modify their elevator pitch to meet the needs of the audience they are engaging. If, for example, you are pitching your product to a passerby at a tradeshow booth, you will need to craft quite a different pitch than the one you would deliver to a potential lending institution or investor who will quickly weed out ill-prepared and poorly planned business ideas or propositions based on an elevator pitch alone.Three Elements of an Effective Elevator PitchTo help prepare your elevator pitch (whether to secure investment for your business or to communicate your sales proposition) you need to take a three-step approach and address these key elements of your business:1. "What is the problem or "pain" in the marketplace that your business addresses?"A good way to address this element is to ask a question. For example:Did you know that the average small business wastes approximately $1,250 in energy costs each month simply because electronic assets are left to operate on maximum power 24 hours a day?2. "How does your business or its product solve this problem?"And, in this case, the (purely hypothetical) answer might be:With our patented energy usage monitoring system - ElecTrack - business owners can monitor energy consumption across all their electronic assets and remotely deactivate non-business critical equipment and applianceswhen not in use.3. If you are developing an elevator pitch to help communicate your sales proposition, you should ask yourself: "What is the main benefit you give?"For example:ElecTrack can help you save thousands of dollars a year on your business utility bills.Alternatively, if you are seeking investment in your business the third element should be - "What do you need to bring your solution to reality?"For example:We need $1.2 million in funding to get to the point where the company is self-sustaining. This should happen during the third quarter of our second year. For the purposes of start-up, we're seeking $500,000 of initial funding. I am the CEO with 12 years senior sales and business development experience in the energy efficiency sector. Our Technology Director has 20 years of electrical engineering and software development experience and has led the development and patenting of ElecTrack. If we hit our numbers, we expect to expand our market base into Europe and Asia, within three years.For specific help on creating your elevator pitch for investors, take a look at this You Tube *video clip from business planning expert Tim Berry. He provides tips on how to craft your pitch, what your goals should be, and perhaps most importantly, what your investors want to hear.Get Feedback and Practice Your PitchAnother element in the process is to get feedback on your pitch from fellow stakeholders, employees, or someone not as close to the business as you are. Modify your pitch based on this feedback, and then rehearse and familiarize yourself with it. This absolutely involves reading it out loud. As a goal, aim for delivering your pitch in 30-45 seconds, longer than that and you'll need to head back to the drawing board.You could also try writing key words or phrases from your elevator pitch on a prompt card that you can pull out before meetings to refresh your memory.Tip 3 : Five Ways to Find the Right Niche and Target Market for Your Small Business by Caron_Beesley, Community ModeratorOne of the first steps in the business planning process is determining who your target market is and why they would want to buy from you.It sounds simple, but do you really know what you are selling and to whom? Is the market you serve the best one for your product or service? Are the benefits of dealing with your business clear and are they aligned with those or your target customers?If you aren’t sure about the answers to any of these questions t hen you need to step back and revisit the foundation of your business plan.The following tips can help you be clear about what your business has to offer, identify the right target market for it and build a niche for yourself there.Be Clear about What you Have to OfferSounds obvious, but more than just a product or service, what are you really selling? Think about it. Your town probably has several restaurants all selling one fundamental product—food. But I’ll bet one sells drive-thru fast food, perhaps another sells pizza in a rustic Italian kitchen, and maybethere’s also a fine dining seafood restaurant that specializes in wood-grilled fare. All these restaurants sell meals, but they sell them to targeted clientele that is looking for the unique benefits each has to offer. What they are really selling is a combination of product, value, ambience (or not), and brand experience.So, if you are starting a business, be sure you understand why anyone would buy from you. What needs does it fulfill? What benefits and differentiators will you bring to the table that will help you stand out from the crowd? This article offers tips on how you can develop and capitalize on these elements of value: Six Tips for Creating a Customer Experience that Embodies Your Unique Business ValueDon’t Become a Jack of All Trades, use Strategy to FocusOne of the pitfalls of not defining what you have to offer is that you can quickly become a jack of all trades and master of none and this can have a negative impact on business growth.Think about it from the perspective of a consumer. How often do you see marketing flyers promoting the service of a local handy man who claims to be an expert in everything from drywall installation to plumbing repairs, and so on? Now, this handyman may get some business out of his efforts, but he’d win a lot more if he specialized in doing one or two things well, building a reputation for himself, and fine tuning his marketing message. This is why you need a strategy: it will focus you.Identify Your NicheThe flip side of being a jack of all trades is finding your niche and playing to your strengths within that niche. Creating a niche for your business is essential to success. For example, say you want to quit your day job and become a freelance writer. You know there’s a need in the market for a trustworthy, reliable, and consistently good technical writer – and clients are willing to pay a certain price point for that quality and value.Now you could simply advertise your services on an online freelance marketplace, as many do, and hope to pick up any business from any customer anywhere on the map. But by identifying your niche and choosing to attract customers who will value your services, you will quickly build on that niche and be on the path towards business success.Finding Your Target CustomerIdentifying and finding your ideal target customer is a process few businesses can afford to get wrong. A few simple steps can help get you along the way and are covered here in this SBA guide: Identifying Your Target Market.Tailor your Business Message to Your MarketNow that you’ve identified your target market you’ll need to craft a message that reaches and speaks to that market while reinforcing your brand identity. It should explain what you have to offer, why you’re different, and why anyon e should buy from you.Tip 4 : Six Tips for Creating a Customer Experience that Embodies your Unique Business Valueby Caron_Beesley, Community ModeratorWritten by Caron BeesleyDespite the fact that we live in a budget-conscious, coupon-clipping, recession-bruised culture, customer experience still counts for a lot. A good customer experience resonates with our challenges and needs, makes us feel warm and fuzzy, and ultimately, it generates repeat customers.For example, I’m a dog owner and I want th e best for my dogs. The best food, treats, toys, and so on. I’m also practical and budget conscious.So when it comes to purchasing products for my dogs, I have two options. I can either make a visit to the numerous national chain pet stores in my community, or I can make a stop at my local independent whole food pet store.Nine times out of 10, I visit the independent store. Why?It is not the cheapest option and is located in a part of town that I have no other reason to visit, however, they provide me with a customer experience that is second to none. The staff remembers me, they go out of their way to be helpful, and most importantly, they have gained my trust.Small businesses are in a unique position to create valuable customer experiences. Their products and services are often niche, the target customer is very defined, and business operations are agile and unconstrained by corporate rules and processes. When was the last time you called a small business and got put through to an automated call center?These seemingly small things come together to create a hugely competitive value proposition.Here are some things you can do to focus your sales, marketing and operational efforts to create a unique customer experience and capitalize on the catalog of value that your small business embodies.1. Understand your DifferentiatorsKey to delivering a unique and memorable customer experience is understanding what differentiates you from your competition, and framing your future marketing around thesedifferentiators. These ―5 Tips for Getting to Know Your Competition and using it to Your Advantage‖ offers pointers o n competitive research.Talk to your employees – what are they hearing from customers about why they do business with you? Don’t be afraid to solicit feedback from your customers too. What about your business partners?2. Nurture your ValuesWhat are your core values and how are you carrying these through your business operations and customer experience? This is an important one because your values steer how you do business and what your customers can come to expect of you. Whether you are a freelancer who is driven by a consistent commitment to excellence, or a restaurateur who believes every employee should participate in the success of the business, don’t underestimate the role that your values play in your customer’s experience.3. Develop “Your” Brand a s Business OwnerYour brand is so much more than your logo, signage, and font choices. Your brand is embodied by your products, services, marketing, and a body of brand advocates including you, your team and your happy customers. Don’t ignore all these ele ments that come into play to create your customer experience.These insights can help: ―Five Tips for Building your Small Business Brand Using its Best Advocate – You!‖4. Educate your StaffWhatever you sell, educate every single member of staff on its features and benefits. Also train them on how to identify what a customer is looking for or needs with some basic qualification question cheat sheets. Every single time anyone in your business communicates with a prospect or customer, it counts.5. Motivate your StaffTo ensure your team are as equally invested and publicly passionate about your business as you are, go one step further than equipping them with basic training. Consider setting employee goals that focus performance around your key business objectives and values. For example, if your goal is prove the continued agility of your business, set goals that focus individuals and teams on providing service that is ―one-step-ahead‖ of the customer’s expectations such as delivering a service sooner than anticipated (who doesn’t love it when a job gets completed ahead of sc hedule).You might also consider some basic employee incentive programs to encourage a collective participation in the success of your business. For tips read Get More from Your Team - 5 Employee Incentive Program Ideas that Pay Off.6. Tell the World!While your existing customers know how great you are, don’t forget to craft a marketing message that tells potential customers about your company, what it does, and why they should do business with you. More than just an ―About Us‖ statement, your marketing message should be about your customers and the experience they can expect when they do business with you.Read 7 Tips for Creating a Marketing Message that Sticks for help in developinga marketing message that grabs the attention of your customers, speaks to them, and promotes action.How do you create a positive customer experience? Share your thoughts below.Tip 5 : Five Tips for Getting to Know Your Competition and using it to Your Advantageby Caron_Beesley, Community ModeratorCreated: August 19, 2010, 7:41 amUpdated: January 31, 2011, 4:15 pmThere are many reasons why a business needs to keep an eye on the competition. From pricing your products competitively, to gauging how similar businesses are reacting to market forces, to understanding where you stand in the highly competitive space of online search rankings.But how do you effectively sneak a peek at the competition, or even snuggle up to it? Here are five tips for researching and getting to know your competition.1. Use the Web to Your AdvantageThe easiest way to check out the competition, as well as what custome;s think of them, is to go online.A surefire way of doing this is to conduct a search on popular local online business listings such as *Yahoo Local, *Google Maps, and *Yelp. Enter keywords about your business together with the zip code of the area you serve, e.g.-landscape services, 22182Focus on the top 10 businesses from each search engine result and start your competitive research by checking out their Web sites for information on products, pricing, service areas, etc. Assess how your offerings stack up' what do you offer that is unique, and how can you work that into your marketing plan to set you apart from the competition?2. Gauge Customer OpinionGoing back to your search engine results, take a look at the customer reviews posted against your competito's business listing. This information can provide valuable insight into why a customer chooses one business over another (even yours).In addition to standard Web search tools, industry-specific sites such as *ServiceMagic, *Angi's List,*, and *OpenTable, among others, can help you narrow down your opinion-based research.3. Get to Know Your CompetitionI's very rare that any two businesses are exactly the same, which makes it a good idea to get to know, and even network with, your competition' in person.The rewards can include referrals (if you offer something that they do't, or they are simply unable to take on additional customers for whatever reason' very common in the freelance/consulting world), as well as potential joint business opportunities. Sometimes going after the same clients can prove more fruitful if you tag team with or outsource to a sub-contractor or partner who can round out your offering.It's best to meet and get to know your competition on neutral turf. Associations, chambers of commerce, and other local business networking groups are a great place to do this.4. Don't Get Hung Up on PriceWhile you do want to make sure that your pricing is in line with the market, don't run the risk of selling your offerings short by focusing on price as your main differentiator 'you'll never win and you'll end up destroying all your margins in an effort to stay ahead. Instead focus on value' and selling that value effectively. This often comes down to customer service, read 'Get the Customer Service Edge' from small business professional, Rieva Lesonsky, for tips on competing and winning business through great customer service.5. Keep it UpStaying on top of the competitive landscape is an ongoing effort; however, there are many online tools that can help you automate the process. Sign up for your competitor's newsletters and use *Google Alerts to track what's said about your competition on the Web.It's a good idea to monitor social media sites too. Follow your closest competitors on Twitter and Facebook, or if you wish to be more discreet, monitor them using tools such as *Hootsuite.Tip 6: Stand Out from the Crowd; Seven Tips for Creating a Marketing Message that Sticksby Caron_Beesley, Community Moderator∙Created: June 24, 2010, 7:53 am∙Updated: April 29, 2013, 10:05 amWhat is your business marketing message? What do you tell your customers about your company, what it does, and why they should do business with you?The fact is that many small businesses are confused about what their marketing message is and how they should communicate it to the outside world.You only need to look at the home page headlines or-About U- sections of many business web sites and you'll see countless instances of mission statements and business profiles being mistaken for marketing messages, for example:'XYZ company has provided ABC products and services in the state of Florida since 198'or:'W've been in business since 1996 and it is our mission toWhile there is nothing inherently wrong with these messages, they tend to have one thing in common - they are all about the business and not about the most important asset to that business - its customers.Here are seven steps you can take to develop a marketing message that grabs the attention of your customers, speaks to them, and promotes action.1) Identify Your Target MarketKnowing your market is the first step to crafting a message that speaks to understanding your market's needs. Every business has a target market, even if you stumbled into that market by accident. So don't be afraid to define your business marketing message by the market you serve best and most profitably. There is nothing more baffling to a consumer than a business who is trying to be all things to all people - it simply dilutes your message and undermines your core value.2) Describe your Product - Briefly!Many marketing messages become unstuck because they focus exclusively on product. Instead, your product should be considered only one piece of your overall message. For the purposes of a concise marketing message, consider the features of your product or service in the light of what they mean to the customer. For every feature there is a customer need met and a benefit realized.3) Identify Customer Pain Points, Issues, Needs and Wants and Determine How Your Business Addresses ThemTo move your prospects into action you need to step back and identify their problems, issues, needs, and wants, and ultimately define how your business addresses each of these.Each business and customer is unique, and while some customer pain points are obvious and easily aligned to your products and services, others aren't quite so obvious. For example, if you operate a seafood bar/restaurant in a suburban neighborhood - what problem or pain point are you addressing? Well no great pain really, but you can certainly weave a benefit statement around the fact that you are overcoming a geographical issue and meeting an emotional need.For example, our hypothetical restaurant may have chosen to position itself as providing a big-city dining experience in a suburban community. So the issue addressed and corresponding message here could be that no longer do customers need to travel miles or wait for their next business trip to experience the dining ambience that they enjoy so much in the big city - it's now available right on their doorstep.4) Build Your Proof PointsWhatever your product or service, it's vital that you demonstrate how your business has solved the problems of others. This part of your messaging development is about documenting proof points•.Testimonials and case studies are an excellent way of doing this, and they needn't be pages long - just a few quotes or paragraphs can help encapsulate the challenge your customer was facing, the solution you presented, and the results obtained. These proof points can act as stand-alone testimonials in your marketing collateral, but you should also step back and look at common themes that you can build into your wider marketing message.5) Define What Makes You DifferentNow that you have a sense of who your target market is, what their pain points are and how they have used your business services - you'll need to communicate what you do differently than your competition. Try to tie those differences to perceived value - i.e. why should your customer care about what you do or provide?6) What Should Your Message Look Like?Your basic marketing message (often called a messaging platform), while consistent, needs to be flexible. You want to be able to slice and dice it for various marketing collateral (brochures, email marketing, advertising, web site copy, etc.). A practical approach to developing your standard marketing message is to build a 150, 100, 75 and 50 word version of it.While the 50 word version is useful as a high-level elevator pitch message, the longer versions can be used to introduce more specific benefits, value statements, and proof points across your marketing communications.The point here is that although the final message will straddle all your outreach activities - you still have the flexibility to combine it with promotional statements, advertising call to actions, and so on.7) Deliver Your Message with One VoiceOnce developed, your marketing message needs to be delivered consistently and with one voice. From your sales team to your receptionist, from your web site to your brochures - the more times your prospects hear it, the more likely it is to register in their minds and they'll want to know more. So be sure to do a sweep of all your customer touch points and update your business voice accordingly.For more marketing tips, take a look at this Small Business Marketing Guide which includes information and resources about conducting market research, writing a marketing plan, developing an online marketing strategy, etc.。