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<h2 align="center" style="MARGIN: 5pt 0cm; TEXT-INDENT: 32pt; TEXT-ALIGN: center;"><span style="FONT-FAMILY: 黑体; mso-hansi-font-family: 宋体;">第三节<span lang="EN-US"><span style="mso-spacerun: yes;"> </span></span>策划的主要类别<span lang="EN-US"><p></p></span></span></h2><h2 style="MARGIN: 5pt 0cm; TEXT-INDENT: 32pt;"><span style="FONT-FAMILY: 宋体;">一、战略策划<span lang="EN-US"><p></p></span></span></h2><p class="MsoBodyTextIndent" style="MARGIN: 0cm 0cm 0pt;"><span style="FONT-FAMILY: 宋体;">战略策划即制定企业长期的发展新方案。战略策划方案是一个包括市场机会、根本目的、主要手段、竞争手段、行动步骤的思想体系。在既有优势的支持下,市场机会使企业确保首战告捷,体现出新优势;竞争手段是把已经奠定的优势保持到目标实现时的工具,独特的资源、组织文化、经营技术、专利技术等都是典型的竞争手段;目的是组织的终极价值观,如实现社会大同等;目标的目的具体实现程度的指标,如达到小康水平;目标与目的有时候一样有时候不一样;行动是向目标迈进的各阶段划分,便于分清轻重缓急,便于认识战略的逻辑关系。<span lang="EN-US"><p></p></span></span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 21pt; mso-char-indent-count: 2.0;"><span style="FONT-FAMILY: 宋体;">企业战略或称企业发展战略是企业为实现各种特定目标,以求自身发展而设计的行动纲领或方案,它涉及到企业发展中带有全局性、长远性和根本性的问题。这种方案是企业根据当前和未来市场环境变化,所提供的市场机会出现的限制因素,考虑如何更有效地利用自身现有的以及潜在的资源能力,去满足目标市场的需求,从而实现企业既定的发展目标。<span lang="EN-US"><p></p></span></span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 21pt; mso-char-indent-count: 2.0;"><span style="FONT-FAMILY: 宋体;">应当指出,有效的企业战略是目标与手段的有机统一体。没有目标,就无从制订战略;没有手段,目标就无法实现了,也就无所谓战略,所以,企业战略既要规定企业的任务和目标,更要着重国民经济计划既定的任务和目标,纵观全局地确定所要解决的重点问题,经过的阶段,采取的力量布置以及相应的重大政策措施。还应当强调,有效的企业战略应能适应市场变化的环境,并对变化的环境做出正确、系统、配套的反应,充分利用环境变化所带来的新的市场机会,以保证企业的有效的经营和发展。因此,企业战略应当具有很强的应变能力。企业战略的实质是:预计和评价市场营销环境中即将来临的发展,并预先决定怎样最好地去处理,并从这种处理中获取尽可能多的利益。下图表达一个完整的企业战略策划过程。<span lang="EN-US"><span style="mso-spacerun: yes;"> </span></span></span><b><span lang="EN-US" style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体;"><p></p></span></b></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 24.1pt; mso-char-indent-count: 2.0;"><b><span lang="EN-US" style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体;"><p> </p></span></b></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 20pt; mso-char-indent-count: 2.0;"><shapetype id="_x0000_t202" path="m,l,21600r21600,l21600,xe" ospt="202" coordsize="21600,21600"><stroke joinstyle="miter"></stroke><path oconnecttype="rect" gradientshapeok="t"></path></shapetype><shape id="_x0000_s1026" type="#_x0000_t202" style="MARGIN-TOP: 7.8pt; 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TEXT-ALIGN: center;"><b><span style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体;">图<span lang="EN-US">1-1</span>战略策划分类图</span></b><span lang="EN-US" style="FONT-FAMILY: 宋体;"><p></p></span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt;"><span lang="EN-US" style="FONT-FAMILY: 宋体;"><p> </p></span></p><h2 style="MARGIN: 5pt 0cm; TEXT-INDENT: 32pt;"><span lang="EN-US"><span style="mso-tab-count: 1;"> </span><br clear="all" style="AGE-BREAK-BEFORE: always;"/></span><span style="FONT-FAMILY: 宋体; mso-hansi-font-family: Arial; mso-ascii-font-family: Arial;">二、管理策划</span><span lang="EN-US" style="mso-fareast-font-family: 宋体;"><p></p></span></h2><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 21pt; mso-char-indent-count: 2.0; tab-stops: 348.0pt;"><span style="FONT-FAMILY: 宋体;">管理策划是制定非人力资源与人力资源相配合的新方案。管理策划方安是一个包括机构设置、岗位设置、岗位标准、业务流程、保证机制等方面的操作系统。策划与管理分属决策和执行两个过程,但负责执行的管理也有一个不断创新的问题。管理策划产生的新方案是战略策划方案中的重要战略手段,是调整企业生态的重要工具,是消化与转化非人力资源为企业新价值的过程。<span lang="EN-US">1991</span>年泰勒的管理科学的出版,标志着管理科学的产生,管理学作为<span lang="EN-US">21</span>世纪的热门科学,已成为企业发展中一门重要的学问,管理策划是企业发展中不可缺少的一个重要内容,事实上,企业管理策划也是企业管理的一个重要方面,不同的企业有不同的管理策划背景,企业管理策划是企业在追求利益最大化的条件下,采取的企业发展的具体计划、创意、创新,日常具体的实施步骤,人力资源管理、财务管理、质量管理、销售管理、客户管理公共关系处理等。只有管理科学的企业才能实现企业的战略目标,下图表达一个完整的企业管理策划过程。<span lang="EN-US"><p></p></span></span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 21pt; mso-char-indent-count: 2.0;"><span lang="EN-US" style="FONT-FAMILY: 宋体;"><p> </p></span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 21pt; mso-char-indent-count: 2.0;"><span lang="EN-US" style="FONT-FAMILY: 宋体;"><p> </p></span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 20pt; mso-char-indent-count: 2.0;"><shape id="_x0000_s1045" type="#_x0000_t202" style="MARGIN-TOP: 2.1pt; Z-INDEX: 20; LEFT: 0px; MARGIN-LEFT: 162pt; WIDTH: 63pt; TEXT-INDENT: 0px; POSITION: absolute; HEIGHT: 23.4pt; TEXT-ALIGN: left;"><textbox style="mso-next-textbox: #_x0000_s1045;"></textbox></shape><span style="Z-INDEX: 20; LEFT: 0pt; POSITION: absolute; mso-ignore: vglayout;"><table cellspacing="0" cellpadding="0" width="100%"><tbody><tr><td style="BORDER-RIGHT: #ece9d8; BORDER-TOP: #ece9d8; BORDER-LEFT: #ece9d8; BORDER-BOTTOM: #ece9d8; BACKGROUND-COLOR: transparent;"><div class="shape" vshape="_x0000_s1045" style="ADDING-RIGHT: 7.95pt; PADDING-LEFT: 7.95pt; 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WIDTH: 99pt; TEXT-INDENT: 0px; POSITION: absolute; HEIGHT: 23.4pt; TEXT-ALIGN: left;"><textbox style="mso-next-textbox: #_x0000_s1065;"><table cellspacing="0" cellpadding="0" width="100%"><tbody><tr><td style="BORDER-RIGHT: #ece9d8; BORDER-TOP: #ece9d8; BORDER-LEFT: #ece9d8; BORDER-BOTTOM: #ece9d8; BACKGROUND-COLOR: transparent;"><div><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 10.5pt; mso-char-indent-count: 1.0;"><span style="FONT-FAMILY: 宋体; mso-hansi-font-family: "Times New Roman"; mso-ascii-font-family: "Times New Roman";">经营管理策划</span></p></div></td></tr></tbody></table></textbox></shape><line id="_x0000_s1066" to="189pt,143.4pt" from="189pt,127.8pt" style="Z-INDEX: 41; LEFT: 0px; POSITION: absolute; TEXT-ALIGN: left;"><font size="3"></font></line><line id="_x0000_s1067" to="189pt,23.4pt" from="189pt,0" style="Z-INDEX: 42; LEFT: 0px; POSITION: absolute; TEXT-ALIGN: left;"><font size="3"></font></line><font size="3"><img class="shape" height="110" alt="文本框: 战略管理策划" src="file:///C:/DOCUME~1/xchy/LOCALS~1/Temp/msohtml1/01/clip_image010.gif" width="42" vdpi="96" vshapes="_x0000_s1049"/><img class="shape" height="110" alt="文本框: 营销管理策划" src="file:///C:/DOCUME~1/xchy/LOCALS~1/Temp/msohtml1/01/clip_image011.gif" width="42" vdpi="96" vshapes="_x0000_s1050"/><img class="shape" height="110" alt="文本框: 广告管理策划" src="file:///C:/DOCUME~1/xchy/LOCALS~1/Temp/msohtml1/01/clip_image012.gif" width="42" vdpi="96" vshapes="_x0000_s1051"/><img class="shape" height="110" alt="文本框: 公关管理策划" src="file:///C:/DOCUME~1/xchy/LOCALS~1/Temp/msohtml1/01/clip_image013.gif" width="42" vdpi="96" vshapes="_x0000_s1052"/><img class="shape" height="110" alt="文本框: 形象管理策划" src="file:///C:/DOCUME~1/xchy/LOCALS~1/Temp/msohtml1/01/clip_image014.gif" width="42" vdpi="96" vshapes="_x0000_s1053"/><img class="shape" height="110" alt="文本框: 品牌管理策划" src="file:///C:/DOCUME~1/xchy/LOCALS~1/Temp/msohtml1/01/clip_image015.gif" width="42" vdpi="96" vshapes="_x0000_s1054"/><img class="shape" height="110" alt="文本框: 文化管理策划" src="file:///C:/DOCUME~1/xchy/LOCALS~1/Temp/msohtml1/01/clip_image016.gif" width="42" vdpi="96" vshapes="_x0000_s1055"/></font><span lang="EN-US" style="FONT-FAMILY: 宋体;"><p> </p></span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 20pt; mso-char-indent-count: 2.0;"><span lang="EN-US" style="FONT-FAMILY: 宋体;"><p> </p></span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt;"><span lang="EN-US" style="FONT-FAMILY: 宋体;"><p> </p></span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt;"><span lang="EN-US" style="FONT-FAMILY: 宋体;"><p> </p></span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt;"><span lang="EN-US" style="FONT-FAMILY: 宋体;"><p> </p></span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt;"><span lang="EN-US" style="FONT-FAMILY: 宋体;"><p> </p></span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt;"><span lang="EN-US" style="FONT-FAMILY: 宋体;"><p> </p></span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt;"><span lang="EN-US" style="FONT-FAMILY: 宋体;"><p> </p></span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt;"><span lang="EN-US" style="FONT-FAMILY: 宋体;"><p> </p></span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt;"><span lang="EN-US" style="FONT-FAMILY: 宋体;"><p> </p></span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt;"><span lang="EN-US" style="FONT-FAMILY: 宋体;"><p> </p></span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt;"><span lang="EN-US" style="FONT-FAMILY: 宋体;"><p> </p></span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt;"><span lang="EN-US" style="FONT-FAMILY: 宋体;"><p> </p></span></p><p><br clear="all" style="mso-ignore: vglayout;"/></p><p class="MsoNormal" align="center" style="MARGIN: 0cm 0cm 0pt; TEXT-ALIGN: center;"><span lang="EN-US" style="FONT-FAMILY: 宋体;"><span style="mso-tab-count: 1;"> </span><p></p></span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt;"><span lang="EN-US" style="FONT-FAMILY: 宋体;"><p> </p></span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; tab-stops: 363.75pt;"><span lang="EN-US" style="FONT-FAMILY: 宋体;"><span style="mso-tab-count: 1;"> </span><p></p></span></p><p class="MsoNormal" align="center" style="MARGIN: 0cm 0cm 0pt; TEXT-ALIGN: center; tab-stops: 363.75pt;"><b><span lang="EN-US" style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体;"><p> </p></span></b></p><p class="MsoNormal" align="center" style="MARGIN: 0cm 0cm 0pt; TEXT-ALIGN: center; tab-stops: 363.75pt;"><b><span lang="EN-US" style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体;"><p> </p></span></b></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 132.25pt; mso-char-indent-count: 10.98; tab-stops: 363.75pt;"><b><span style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体;">图<span lang="EN-US">1-2</span>管理策划分类图</span></b><span lang="EN-US" style="FONT-FAMILY: 宋体;"><p></p></span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; tab-stops: 363.75pt;"><span lang="EN-US" style="FONT-FAMILY: 宋体;"><p> </p></span></p><p><span lang="EN-US" style="FONT-SIZE: 16pt; LINE-HEIGHT: 172%; FONT-FAMILY: 宋体; mso-bidi-font-weight: bold; mso-font-kerning: 1.0pt; mso-bidi-font-family: "Times New Roman"; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;"><br clear="all" style="AGE-BREAK-BEFORE: always;"/></span></p><h2 style="MARGIN: 5pt 0cm; TEXT-INDENT: 32pt;"><span style="FONT-FAMILY: 宋体;">三、营销策划<span lang="EN-US"><p></p></span></span></h2><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 21pt; mso-char-indent-count: 2.0; tab-stops: 363.75pt;"><span style="FONT-FAMILY: 宋体;">营销策划是制定关于产品、形象等组织价值在市场上实现的新方案。营销策划方案是一个包括产品定位、价格定位、渠道定位、市场定位、促销手段等方面的操作系统。是企业发展的重要手段之一,是企业与外部环境相连接的界面,是企业融资的目的,是管理策划质量的最终检验。目前许多策划人主要集中在营销策划这一领域。营销策划是中国策划人最活跃的领地,通俗的讲,战略策划管企业过程,生态策划管企业现状和状态,融资策划管企业吃入营养,管理策划管企业消化吸收资源,营销策划管企业输出由营养转化来的动力。营销策划是营销管理总体活动的核心,时间是营销策划中的一个重要因素,营销策划主要包括营销目标、营销定位、营销策略及短期营销战术等主要内容,营销的目的也是为了实现企业的管理目标。下图表达一个完整的企业营销策划过程。<span lang="EN-US"><p></p></span></span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; 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<textbox style="LAYOUT-FLOW: vertical-ideographic; mso-next-textbox: #_x0000_s1073;"></textbox></font></shape><font face="Times New Roman"><img class="shape" height="110" alt="文本框: 品牌营销策划" src="file:///C:/DOCUME~1/xchy/LOCALS~1/Temp/msohtml1/01/clip_image027.gif" width="42" vdpi="96" vshapes="_x0000_s1073"/></font><line id="_x0000_s1082" to="279pt,31.2pt" from="279pt,7.8pt" style="Z-INDEX: 57; LEFT: 0px; POSITION: absolute; TEXT-ALIGN: left; mso-position-horizontal-relative: text; mso-position-vertical-relative: text;"></line><line id="_x0000_s1081" to="234pt,31.2pt" from="234pt,7.8pt" style="Z-INDEX: 56; LEFT: 0px; POSITION: absolute; TEXT-ALIGN: left; mso-position-horizontal-relative: text; mso-position-vertical-relative: text;"><font face="Times New Roman"></font></line><span lang="EN-US" style="FONT-FAMILY: 宋体;"><p></p></span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt;"><span lang="EN-US" style="FONT-FAMILY: 宋体;"><p> </p></span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt;"><span lang="EN-US" style="FONT-FAMILY: 宋体;"><p> </p></span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt;"><span lang="EN-US" style="FONT-FAMILY: 宋体;"><p> </p></span></p><p class="MsoNormal" align="center" style="MARGIN: 0cm 0cm 0pt; TEXT-ALIGN: center;"><span lang="EN-US" style="FONT-FAMILY: 宋体;"><span style="mso-tab-count: 1;"> </span><p></p></span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt;"><span lang="EN-US" style="FONT-FAMILY: 宋体;"><p> </p></span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; tab-stops: 363.75pt;"><line id="_x0000_s1097" to="279pt,39pt" from="279pt,15.6pt" style="Z-INDEX: 72; LEFT: 0px; POSITION: absolute; TEXT-ALIGN: left;"></line><line id="_x0000_s1096" to="234pt,39pt" from="234pt,15.6pt" style="Z-INDEX: 71; LEFT: 0px; POSITION: absolute; TEXT-ALIGN: left;"></line><line id="_x0000_s1095" to="189pt,39pt" from="189pt,15.6pt" style="Z-INDEX: 70; LEFT: 0px; POSITION: absolute; TEXT-ALIGN: left;"></line><line id="_x0000_s1090" to="324pt,39pt" from="54pt,39pt" style="Z-INDEX: 65; LEFT: 0px; POSITION: absolute; TEXT-ALIGN: left;"></line><line id="_x0000_s1093" to="99pt,39pt" from="99pt,15.6pt" style="Z-INDEX: 68; LEFT: 0px; POSITION: absolute; TEXT-ALIGN: left;"></line><line id="_x0000_s1092" to="324pt,39pt" from="324pt,15.6pt" style="Z-INDEX: 67; LEFT: 0px; POSITION: absolute; TEXT-ALIGN: left;"></line><line id="_x0000_s1091" to="54pt,39pt" from="54pt,15.6pt" style="Z-INDEX: 66; LEFT: 0px; POSITION: absolute; TEXT-ALIGN: left;"></line><line id="_x0000_s1094" to="2in,39pt" from="2in,15.6pt" style="Z-INDEX: 69; LEFT: 0px; POSITION: absolute; TEXT-ALIGN: left;"></line><span lang="EN-US" style="FONT-FAMILY: 宋体;"><span style="mso-tab-count: 1;"> </span><p></p></span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt;"><span lang="EN-US" style="FONT-FAMILY: 宋体;"><p> </p></span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt;"><shape id="_x0000_s1088" type="#_x0000_t202" style="MARGIN-TOP: 27pt; Z-INDEX: 63; LEFT: 0px; MARGIN-LEFT: 153pt; WIDTH: 81pt; POSITION: absolute; HEIGHT: 25.95pt; TEXT-ALIGN: left;"><textbox style="mso-next-textbox: #_x0000_s1088;"><table cellspacing="0" cellpadding="0" width="100%"><tbody><tr><td style="BORDER-RIGHT: #ece9d8; BORDER-TOP: #ece9d8; BORDER-LEFT: #ece9d8; BORDER-BOTTOM: #ece9d8; BACKGROUND-COLOR: transparent;"><div><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 10.5pt; mso-char-indent-count: 1.0;"><span style="FONT-FAMILY: 宋体; mso-hansi-font-family: "Times New Roman"; mso-ascii-font-family: "Times New Roman";">价格策划</span></p></div></td></tr></tbody></table></textbox></shape><line id="_x0000_s1098" to="189pt,27.6pt" from="189pt,7.8pt" style="Z-INDEX: 73; LEFT: 0px; POSITION: absolute; TEXT-ALIGN: left;"><font size="3"></font></line><shape id="_x0000_s1087" type="#_x0000_t202" style="MARGIN-TOP: 79.2pt; Z-INDEX: 62; LEFT: 0px; MARGIN-LEFT: 153pt; WIDTH: 81pt; POSITION: absolute; HEIGHT: 27.6pt; TEXT-ALIGN: left;"><textbox style="mso-next-textbox: #_x0000_s1087;"><table cellspacing="0" cellpadding="0" width="100%"><tbody><tr><td style="BORDER-RIGHT: #ece9d8; BORDER-TOP: #ece9d8; BORDER-LEFT: #ece9d8; BORDER-BOTTOM: #ece9d8; BACKGROUND-COLOR: transparent;"><div><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 10.5pt; mso-char-indent-count: 1.0;"><span style="FONT-FAMILY: 宋体; mso-hansi-font-family: "Times New Roman"; mso-ascii-font-family: "Times New Roman";">促销策划</span></p></div></td></tr></tbody></table></textbox></shape><line id="_x0000_s1099" to="189pt,76.2pt" from="189pt,57pt" style="Z-INDEX: 74; LEFT: 0px; POSITION: absolute; TEXT-ALIGN: left;"><font size="3"></font></line><line id="_x0000_s1100" to="189pt,124.8pt" from="189pt,109.2pt" style="Z-INDEX: 75; LEFT: 0px; POSITION: absolute; TEXT-ALIGN: left;"><font size="3"></font></line><span lang="EN-US" style="FONT-FAMILY: 宋体;"><p> </p></span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt;"><span lang="EN-US" style="FONT-FAMILY: 宋体;"><p> </p></span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt;"><span lang="EN-US" style="FONT-FAMILY: 宋体;"><p> </p></span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt;"><span lang="EN-US" style="FONT-FAMILY: 宋体;"><p> </p></span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt;"><span lang="EN-US" style="FONT-FAMILY: 宋体;"><p> </p></span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt;"><span lang="EN-US" style="FONT-FAMILY: 宋体;"><p> </p></span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt;"><span lang="EN-US" style="FONT-FAMILY: 宋体;"><p> </p></span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt;"><span lang="EN-US" style="FONT-FAMILY: 宋体;"><p> </p></span></p><p><br clear="all" style="mso-ignore: vglayout;"/></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; tab-stops: 269.25pt;"><shape id="_x0000_s1089" type="#_x0000_t202" style="MARGIN-TOP: 4.2pt; Z-INDEX: 64; LEFT: 0px; MARGIN-LEFT: 153pt; WIDTH: 90pt; POSITION: absolute; HEIGHT: 25.05pt; TEXT-ALIGN: left;"><textbox style="mso-next-textbox: #_x0000_s1089;"></textbox></shape><span style="Z-INDEX: 64; LEFT: 0pt; POSITION: absolute; mso-ignore: vglayout;"><table cellspacing="0" cellpadding="0" width="100%"><tbody><tr><td style="BORDER-RIGHT: #ece9d8; BORDER-TOP: #ece9d8; BORDER-LEFT: #ece9d8; BORDER-BOTTOM: #ece9d8; BACKGROUND-COLOR: transparent;"><div class="shape" vshape="_x0000_s1089" style="PADDING-RIGHT: 7.95pt; PADDING-LEFT: 7.95pt; PADDING-BOTTOM: 4.35pt; PADDING-TOP: 4.35pt;"><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 10.5pt; mso-char-indent-count: 1.0;"><span style="FONT-FAMILY: 宋体; mso-hansi-font-family: "Times New Roman"; mso-ascii-font-family: "Times New Roman";">市场推广策划</span></p></div></td></tr></tbody></table></span><span lang="EN-US" style="FONT-FAMILY: 宋体;"><span style="mso-tab-count: 1;"> </span><p></p></span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; tab-stops: 269.25pt;"><span lang="EN-US" style="FONT-FAMILY: 宋体;"><p> </p></span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; tab-stops: 269.25pt;"><span lang="EN-US" style="FONT-FAMILY: 宋体;"><p> </p></span></p><p class="MsoNormal" align="center" style="MARGIN: 0cm 0cm 0pt; TEXT-ALIGN: center; tab-stops: 269.25pt;"><b><span style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体;">图<span lang="EN-US">1-3</span>营销策划分类图</span></b><span lang="EN-US" style="FONT-FAMILY: 宋体;"><p></p></span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; tab-stops: 269.25pt;"><span lang="EN-US" style="FONT-FAMILY: 宋体;"><p> </p></span></p><p><span lang="EN-US" style="FONT-SIZE: 16pt; LINE-HEIGHT: 172%; FONT-FAMILY: 宋体; mso-bidi-font-weight: bold; mso-font-kerning: 1.0pt; mso-bidi-font-family: "Times New Roman"; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;"><br clear="all" style="PAGE-BREAK-BEFORE: always;"/></span></p><h2 style="MARGIN: 5pt 0cm; TEXT-INDENT: 32pt;"><span style="FONT-FAMILY: 宋体;">四、广告策划<span lang="EN-US"><p></p></span></span></h2><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 21pt; mso-char-indent-count: 2.0; tab-stops: 269.25pt;"><span style="FONT-FAMILY: 宋体;">企业广告策划是指广告人通过周密的市场调查和系统的分析,利用已经掌握的知识、情报和手段,合理而有效地谋划具有两方面的特征,一是事前的行为,二是行为本身具有全局性。因而,企业广告策划是对广告活动所进行的事前性的和全局性的筹划和布局。企业广告策划在整个广告活动中处于指导地位,贯穿于广告活动的各个阶段,涉及广告活动的各个方面。企业广告策划使广告调查、广告目标的确定、广告对象的确定、广告媒介的确定、广告创作、广告发布、广告效果测定等各项工作如何开展,运用什么策略,如何达到预定的目标有了系统全面的规划,避免了广告行为的盲目性。 <span lang="EN-US"><p></p></span></span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 21pt; mso-char-indent-count: 2.0; tab-stops: 269.25pt;"><span style="FONT-FAMILY: 宋体;">企业广告策划一般有两种形式。一种单独性的,即为一个或几个单一性的广告进行策划;单个广告策划,可以使个别的广告活动或设计产生说服力,提高广告效果;另一种是系统性的,即为规模较大的,一连串的、为达到同一目标所做的各种不同的广告组合而进行的策划,称为整体广告策划。但不论是单个广告策划还是整体广告策划,都要服从企业整体营销目标,只有站在企业整体经营的高度,从整体广告活动出发,对其进行规划、设计与部署,才能有效地达到广告预期的目的,广告是实现营销目标很重要的手段。下图表达一个完整的企业广告策划过程。<span lang="EN-US"><p></p></span></span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; tab-stops: 269.25pt;"><span lang="EN-US" style="FONT-FAMILY: 宋体;"><p> </p></span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 152.85pt; mso-char-indent-count: 12.69; tab-stops: -27.0pt;"><b><span lang="EN-US" style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体;"><p> </p></span></b></p><p class="MsoNormal" align="center" style="MARGIN: 0cm 0cm 0pt; TEXT-ALIGN: center; tab-stops: 269.25pt;"><b><span lang="EN-US" style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体;"><p> </p></span></b></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt;"><span lang="EN-US" style="FONT-FAMILY: 宋体;"><p> </p></span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt;"><shape id="_x0000_s1101" type="#_x0000_t202" style="MARGIN-TOP: 106.2pt; Z-INDEX: 76; LEFT: 0px; MARGIN-LEFT: 36pt; WIDTH: 27pt; POSITION: absolute; HEIGHT: 78pt; TEXT-ALIGN: left;"><textbox style="LAYOUT-FLOW: vertical-ideographic; mso-next-textbox: #_x0000_s1101;"></textbox></shape><shape id="_x0000_s1102" type="#_x0000_t202" style="MARGIN-TOP: 106.2pt; Z-INDEX: 77; LEFT: 0px; MARGIN-LEFT: 81pt; WIDTH: 27pt; POSITION: absolute; HEIGHT: 78pt; TEXT-ALIGN: left;"><textbox style="LAYOUT-FLOW: vertical-ideographic; 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TEXT-ALIGN: left;"></line><line id="_x0000_s1112" to="135pt,106.2pt" from="135pt,82.8pt" style="Z-INDEX: 87; LEFT: 0px; POSITION: absolute; TEXT-ALIGN: left;"></line><line id="_x0000_s1113" to="189pt,106.2pt" from="189pt,82.8pt" style="Z-INDEX: 88; LEFT: 0px; POSITION: absolute; TEXT-ALIGN: left;"></line><line id="_x0000_s1114" to="234pt,106.2pt" from="234pt,82.8pt" style="Z-INDEX: 89; LEFT: 0px; POSITION: absolute; TEXT-ALIGN: left;"></line><line id="_x0000_s1115" to="279pt,106.2pt" from="279pt,82.8pt" style="Z-INDEX: 90; LEFT: 0px; POSITION: absolute; TEXT-ALIGN: left;"></line><shape id="_x0000_s1116" type="#_x0000_t202" style="MARGIN-TOP: 45pt; Z-INDEX: 91; LEFT: 0px; MARGIN-LEFT: 153pt; WIDTH: 81pt; POSITION: absolute; HEIGHT: 23.4pt; TEXT-ALIGN: left;"><textbox style="mso-next-textbox: #_x0000_s1116;"><table cellspacing="0" cellpadding="0" width="100%"><tbody><tr><td style="BORDER-RIGHT: #ece9d8; BORDER-TOP: #ece9d8; BORDER-LEFT: #ece9d8; BORDER-BOTTOM: #ece9d8; BACKGROUND-COLOR: transparent;"><div><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt;"><span style="FONT-FAMILY: 宋体; mso-hansi-font-family: "Times New Roman"; mso-ascii-font-family: "Times New Roman";">广告整合策划</span></p></div></td></tr></tbody></table></textbox></shape><line id="_x0000_s1117" to="189pt,83.4pt" from="189pt,67.8pt" style="Z-INDEX: 92; LEFT: 0px; POSITION: absolute; TEXT-ALIGN: left;"><font size="3"></font></line><shape id="_x0000_s1118" type="#_x0000_t202" style="MARGIN-TOP: 0px; Z-INDEX: 93; LEFT: 0px; MARGIN-LEFT: 162pt; WIDTH: 63pt; POSITION: absolute; HEIGHT: 23.4pt; TEXT-ALIGN: left;"><textbox style="mso-next-textbox: #_x0000_s1118;"><table cellspacing="0" cellpadding="0" width="100%"><tbody><tr><td style="BORDER-RIGHT: #ece9d8; BORDER-TOP: #ece9d8; BORDER-LEFT: #ece9d8; BORDER-BOTTOM: #ece9d8; BACKGROUND-COLOR: transparent;"><div><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt;"><span style="FONT-FAMILY: 宋体; mso-hansi-font-family: "Times New Roman"; mso-ascii-font-family: "Times New Roman";">广告策划</span></p></div></td></tr></tbody></table></textbox></shape><line id="_x0000_s1119" to="189pt,46.2pt" from="189pt,22.8pt" style="Z-INDEX: 94; LEFT: 0px; POSITION: absolute; TEXT-ALIGN: left;"><font size="3"></font></line><font size="3"><img class="shape" height="110" alt="文本框: 广告战略策划" src="file:///C:/DOCUME~1/xchy/LOCALS~1/Temp/msohtml1/01/clip_image032.gif" width="42" vdpi="96" vshapes="_x0000_s1101"/><img class="shape" height="110" alt="文本框: 广告管理策划" src="file:///C:/DOCUME~1/xchy/LOCALS~1/Temp/msohtml1/01/clip_image012.gif" width="42" vdpi="96" vshapes="_x0000_s1102"/><img class="shape" height="110" alt="文本框: 广告营销策划" src="file:///C:/DOCUME~1/xchy/LOCALS~1/Temp/msohtml1/01/clip_image023.gif" width="42" vdpi="96" vshapes="_x0000_s1103"/><img class="shape" height="110" alt="文本框: 广告公关策划" src="file:///C:/DOCUME~1/xchy/LOCALS~1/Temp/msohtml1/01/clip_image033.gif" width="42" vdpi="96" vshapes="_x0000_s1104"/><img class="shape" height="110" alt="文本框: 广告形象策划" src="file:///C:/DOCUME~1/xchy/LOCALS~1/Temp/msohtml1/01/clip_image034.gif" width="42" vdpi="96" vshapes="_x0000_s1105"/><img class="shape" height="110" alt="文本框: 广告品牌策划" src="file:///C:/DOCUME~1/xchy/LOCALS~1/Temp/msohtml1/01/clip_image035.gif" width="42" vdpi="96" vshapes="_x0000_s1106"/><img class="shape" height="110" alt="文本框: 广告文化策划" src="file:///C:/DOCUME~1/xchy/LOCALS~1/Temp/msohtml1/01/clip_image036.gif" width="42" vdpi="96" vshapes="_x0000_s1107"/></font><span lang="EN-US" style="FONT-FAMILY: 宋体;"><p> </p></span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt;"><span lang="EN-US" style="FONT-FAMILY: 宋体;"><p> </p></span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt;"><span lang="EN-US" style="FONT-FAMILY: 宋体;"><p> </p></span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt;"><span lang="EN-US" style="FONT-FAMILY: 宋体;"><p> </p></span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt;"><span lang="EN-US" style="FONT-FAMILY: 宋体;"><p> </p></span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt;"><span lang="EN-US" style="FONT-FAMILY: 宋体;"><p> </p></span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt;"><span lang="EN-US" style="FONT-FAMILY: 宋体;"><p> </p></span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt;"><span lang="EN-US" style="FONT-FAMILY: 宋体;"><p> </p></span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt;"><span lang="EN-US" style="FONT-FAMILY: 宋体;"><p> </p></span></p><p><br clear="all" style="mso-ignore: vglayout;"/></p><p class="MsoNormal" align="center" style="MARGIN: 0cm 0cm 0pt; TEXT-ALIGN: center;"><span lang="EN-US" style="FONT-FAMILY: 宋体;"><span style="mso-tab-count: 1;"> </span><p></p></span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt;"><span lang="EN-US" style="FONT-FAMILY: 宋体;"><p> </p></span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; tab-stops: 363.75pt;"><line id="_x0000_s1130" to="189pt,54.6pt" from="189pt,39pt" style="Z-INDEX: 105; LEFT: 0px; POSITION: absolute; TEXT-ALIGN: left;"></line><line id="_x0000_s1129" to="279pt,39pt" from="279pt,15.6pt" style="Z-INDEX: 104; LEFT: 0px; POSITION: absolute; TEXT-ALIGN: left;"></line><line id="_x0000_s1128" to="234pt,39pt" from="234pt,15.6pt" style="Z-INDEX: 103; LEFT: 0px; POSITION: absolute; TEXT-ALIGN: left;"></line><line id="_x0000_s1127" to="189pt,39pt" from="189pt,15.6pt" style="Z-INDEX: 102; LEFT: 0px; POSITION: absolute; TEXT-ALIGN: left;"></line><line id="_x0000_s1122" to="324pt,39pt" from="54pt,39pt" style="Z-INDEX: 97; LEFT: 0px; POSITION: absolute; TEXT-ALIGN: left;"></line><line id="_x0000_s1125" to="99pt,39pt" from="99pt,15.6pt" style="Z-INDEX: 100; LEFT: 0px; POSITION: absolute; TEXT-ALIGN: left;"></line><line id="_x0000_s1124" to="324pt,39pt" from="324pt,15.6pt" style="Z-INDEX: 99; LEFT: 0px; POSITION: absolute; TEXT-ALIGN: left;"></line><line id="_x0000_s1123" to="54pt,39pt" from="54pt,15.6pt" style="Z-INDEX: 98; LEFT: 0px; POSITION: absolute; TEXT-ALIGN: left;"></line><line id="_x0000_s1126" to="2in,39pt" from="2in,15.6pt" style="Z-INDEX: 101; LEFT: 0px; POSITION: absolute; TEXT-ALIGN: left;"></line><span lang="EN-US" style="FONT-FAMILY: 宋体;"><span style="mso-tab-count: 1;"> </span><p></p></span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt;"><span lang="EN-US" style="FONT-FAMILY: 宋体;"><p> </p></span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt;"><span lang="EN-US" style="FONT-FAMILY: 宋体;"><p> </p></span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt;"><shape id="_x0000_s1120" type="#_x0000_t202" style="MARGIN-TOP: 27pt; Z-INDEX: 95; LEFT: 0px; MARGIN-LEFT: 162pt; WIDTH: 63pt; POSITION: absolute; HEIGHT: 23.4pt; TEXT-ALIGN: left;"><textbox style="mso-next-textbox: #_x0000_s1120;"><table cellspacing="0" cellpadding="0" width="100%"><tbody><tr><td style="BORDER-RIGHT: #ece9d8; BORDER-TOP: #ece9d8; BORDER-LEFT: #ece9d8; BORDER-BOTTOM: #ece9d8; BACKGROUND-COLOR: transparent;"><div><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt;"><span style="FONT-FAMILY: 宋体; mso-hansi-font-family: "Times New Roman"; mso-ascii-font-family: "Times New Roman";">广告制作</span></p></div></td></tr></tbody></table></textbox></shape><shape id="_x0000_s1121" type="#_x0000_t202" style="MARGIN-TOP: 1in; Z-INDEX: 96; LEFT: 0px; MARGIN-LEFT: 162pt; WIDTH: 63pt; POSITION: absolute; HEIGHT: 23.4pt; TEXT-ALIGN: left;"><textbox style="mso-next-textbox: #_x0000_s1121;"><table cellspacing="0" cellpadding="0" width="100%"><tbody><tr><td style="BORDER-RIGHT: #ece9d8; BORDER-TOP: #ece9d8; BORDER-LEFT: #ece9d8; BORDER-BOTTOM: #ece9d8; BACKGROUND-COLOR: transparent;"><div><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt;"><span style="FONT-FAMILY: 宋体; mso-hansi-font-family: "Times New Roman"; mso-ascii-font-family: "Times New Roman";">广告发布</span></p></div></td></tr></tbody></table></textbox></shape><line id="_x0000_s1131" to="189pt,27.6pt" from="189pt,4.2pt" style="Z-INDEX: 106; LEFT: 0px; POSITION: absolute; TEXT-ALIGN: left;"><font size="3"></font></line><line id="_x0000_s1132" to="189pt,72.6pt" from="189pt,49.2pt" style="Z-INDEX: 107; LEFT: 0px; POSITION: absolute; TEXT-ALIGN: left;"><font size="3"></font></line><span lang="EN-US" style="FONT-FAMILY: 宋体;"><p> </p></span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt;"><span lang="EN-US" style="FONT-FAMILY: 宋体;"><p> </p></span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt;"><span lang="EN-US" style="FONT-FAMILY: 宋体;"><p> </p></span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt;"><span lang="EN-US" style="FONT-FAMILY: 宋体;"><p> </p></span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt;"><span lang="EN-US" style="FONT-FAMILY: 宋体;"><p> </p></span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt;"><span lang="EN-US" style="FONT-FAMILY: 宋体;"><p> </p></span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt;"><span lang="EN-US" style="FONT-FAMILY: 宋体;"><p> </p></span></p><p><br clear="all" style="mso-ignore: vglayout;"/></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; tab-stops: 269.25pt;"><span lang="EN-US" style="FONT-FAMILY: 宋体;"><span style="mso-tab-count: 1;"> </span><p></p></span></p><p class="MsoNormal" align="center" style="MARGIN: 0cm 0cm 0pt; TEXT-ALIGN: center; tab-stops: 269.25pt;"><span style="FONT-FAMILY: 宋体;">图<span lang="EN-US">1-4</span></span><b><span style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体;">广告策划分类图</span></b><span lang="EN-US" style="FONT-FAMILY: 宋体;"><p></p></span></p><p><span lang="EN-US" style="FONT-SIZE: 16pt; LINE-HEIGHT: 172%; FONT-FAMILY: 宋体; mso-bidi-font-weight: bold; mso-font-kerning: 1.0pt; mso-bidi-font-family: "Times New Roman"; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;"><br clear="all" style="PAGE-BREAK-BEFORE: always;"/></span></p><h2 style="MARGIN: 5pt 0cm; TEXT-INDENT: 32pt;"><span style="FONT-FAMILY: 宋体;">五、公关策划<span lang="EN-US"><p></p></span></span></h2><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 21pt; mso-char-indent-count: 2.0; tab-stops: 269.25pt;"><span style="FONT-FAMILY: 宋体;">公关策划是企业在经营管理中,运用各种传播沟通媒介,促进企业与相关公众之间的双向了解、理解、信任与合作,为企业树立良好的公众形象。它对树立企业的形象和声誉有着举足轻重的作用,它还是企业塑造良好形象的前提和过程,又是企业具有良好形象的标志和结果。<span lang="EN-US"><p></p></span></span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 21pt; mso-char-indent-count: 2.0; tab-stops: 269.25pt;"><span style="FONT-FAMILY: 宋体;">公共关系活动模式是公关工作的方法系统,是由一定的公关目标与任务,以及这种目标与任务所决定的数种具体方法和技巧构成的有机体系。因此,公关活动的类型划分以及不同类型的模式选择,来源于特定的公关目标与任务,也来源于在实现公关活动的目标任务中,构成公关活动的相关要素的不同组合方式。广告往往是公关的外在表现,而公关却是广告的内在表现,公关活动与广告活动有时难以区分,而公关往往是广告最重要的补充形式,它是用活动完成广告的任务。下图表达一个完整的企业公关策划过程。<span lang="EN-US"><p></p></span></span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; tab-stops: 269.25pt;"><span lang="EN-US" style="FONT-FAMILY: 宋体;"><p> </p></span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 143.9pt; mso-char-indent-count: 10.24; tab-stops: -45.0pt;"><b><span lang="EN-US" style="FONT-SIZE: 14pt; FONT-FAMILY: 宋体; mso-bidi-font-size: 12.0pt;"><p> </p></span></b></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; tab-stops: 269.25pt;"><span lang="EN-US" style="FONT-FAMILY: 宋体;"><p> </p></span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt;"><span lang="EN-US" style="FONT-FAMILY: 宋体;"><p> </p></span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt;"><shape id="_x0000_s1133" type="#_x0000_t202" style="MARGIN-TOP: 106.2pt; 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