营销策划实务(第3版)

绪论 ........................................................................................................................ 1
项目1 整体认知营销策划 ..................................................................................... 3
1.1 认知营销策划 ........................................................................................................ 3
1.2 营销策划创意的方法与技巧 .............................................................................. 15
项目2 品牌营销策划 .......................................................................................... 34
2.1 认知品牌营销策划 .............................................................................................. 34
2.2 品牌营销策划的操作程序与方法 ...................................................................... 39
项目3 服务营销策划 .......................................................................................... 49
3.1 认知服务营销策划 .............................................................................................. 49
3.2 服务营销策划的操作程序与方法 ...................................................................... 52
项目4 情感营销策划 .......................................................................................... 60
4.1 认知情感营销策划 .............................................................................................. 60
4.2 情感营销策划的操作程序与技巧 ...................................................................... 63
项目5 会员营销策划 .......................................................................................... 71
5.1 认知会员营销策划 .............................................................................................. 71
5.2 会员营销策划的操作程序与方法 ...................................................................... 74
项目6 事件营销策划 .......................................................................................... 82
6.1 认知事件营销策划 .............................................................................................. 82
6.2 事件营销策划的操作程序与方法 ...................................................................... 86项目7 文化营销策划 .......................................................................................... 93
7.1 认知文化营销策划 .............................................................................................. 93
7.2 文化营销策划的操作程序与策略 ...................................................................... 96
项目8 会议营销策划 ........................................................................................ 102
8.1 认知会议营销策划 ............................................................................................ 102
8.2 会议营销策划的操作程序与技巧 .................................................................... 106
项目9 体验营销策划 ........................................................................................ 113
9.1 认知体验营销策划 ............................................................................................ 113
9.2 体验营销策划的操作程序与模式 .................................................................... 118
项目10 软文营销策划 ...................................................................................... 123
10.1 认知软文营销策划 .......................................................................................... 123
10.2 软文营销策划的操作程序与技巧................................................................... 125
项目11 社群营销策划 ...................................................................................... 134
11.1 认知社群营销策划 .......................................................................................... 134
11.2 社群营销策划的操作程序与方法 ................................................................... 140
项目12 网络营销策划 ...................................................................................... 147
12.1 认知网络营销策划 .......................................................................................... 147
12.2 网络营销策划的操作程序 .............................................................................. 150
12.3 网络营销策划应注意的问题 .......................................................................... 154
项目13 新媒体营销策划 .................................................................................. 157
13.1 微信营销策划 .................................................................................................. 157
13.2 直播营销策划 .................................................................................................. 169
13.3 视频营销策划 .................................................................................................. 173
项目14 营销策划管理 ...................................................................................... 179
14.1 营销策划书的写作、完善与推介................................................................... 179
14.2 营销策划的实施、控制与评价 ...................................................................... 186
附录 “营销活动策划方案分析研讨”工学结合团队项目任务化实战培养模式 .... 197
参考文献 ............................................................................................................. 201