B2B 市场营销工作:发掘市场潜在机会增长点

企业收益

l 整体 B2B市场营销目的、职能模块与架构,更好地了解各层级之间关系

l 深入了解客户的三个层级需求,探索B2B 市场营销中的商业价值与个人价值

l 利用市场细分工具,挖掘潜在的市场机会增长点

学员收益

l 探索客户真正关心的驱动因子与我们的优劣势

l 切合客户需求与我们的产品优势,寻求差异化共同点

l 针对差异化共同点,以客户的利益点出发,制定更有说服力的产品与沟通策略

l 利用分析的结果,整合完成

适合对象

市场运营、销售、产品、技术支持、服务等相关人员

课时

2天

课程大纲

l B2B 市场营销工作的整体工作与逻辑

Ø B2B市场营销包含哪些工作

Ø B2B 市场营销的定义与共同目标

Ø B2B营销工作的五个环节

l Needs and Insight 了解商业用户需求

Ø 显性的需求,与隐性的需求

Ø 了解客户的产业需求

Ø 了解客户商业流程需求

Ø 我们在满足需求的产业链中所扮演的角色

Ø 对应需求到4P and 4C

Ø 其实我懂你的心 – 需求的三个层级

Ø 需求的趋势与变化

Ø 挖掘需求的方法

Ø (客户的三个层级需求练习)

l Where are we now? 分析竞争态势

Ø 利用驱动力因子分析工具,找到客户真正在意的驱动因子与我们的优劣势

Ø 分析我们需要保持与改善的机会点

Ø SWOT 的深度应用

Ø (驱动因子练习)

Ø (优势,劣势 分析练习)

l Where could we be? 锁定目标市场

Ø 整体市场与目标市场

Ø 产品定位与品牌定位

Ø 目标市场的机会大小

Ø 市场细分的维度与工具

Ø 差异化的竞争优势增长机会市场

Ø (市场细分维度与挖掘潜在市场练习)

Ø (潜在机会市场大小预估练习)

l How can we get there? 制定营销战略之定位篇

Ø 四个维度的市场定位与策略

Ø 从产品到品牌

Ø 品牌力和市场力。品牌建设还是市场推广,推与拉的工作

Ø 价值需求

Ø 寻找差异化的共同点

Ø 需求与产品特性的契合点

Ø (四个维度的策略练习)

Ø (需求与产品契合练习)

Ø (市场力与品牌力讨论)

l How can we get there? 制定营销战略之营销策略篇

Ø 机会增长点的三个方向:Operational growth, Innovative growth, Strategic growth

Ø 利用创新思维来发掘潜在机会增长点

Ø 工具介绍: Innovative thinking 的工具与方法

Ø 心智图法

Ø 联想移植

Ø 列名法

Ø (针对潜在机会点,利用创新思维工具,激发市场营销点子的练习)

l How and What to Communicate? 制定营销战略之沟通策略与要素

Ø 从了解客户的商业目标与他们的困难点出发

Ø 了解商业价值与个人价值

Ø 机会,挑战与解决方案

Ø 从客户的角度剖析项目成功要素

Ø 从客户的职务差异,了解需求与沟通差异化。

Ø (利用 Tesla 的产品发布会,讨论 B2B 市场营销与客户沟通的逻辑)

Ø (练习:用一页纸展现令人印象深刻的差异化优势。)

l 小组整体回顾汇报与点评






B2B Marketing: Explore market Potential Opportunity Growth points

Benefits to Enterprises

l Understand the overall objectives of B2B marketing, functional modules and architecture, and the relationship between the various levels.

l In-depth understanding of the three levels of customer needs, explore the commercial value and personal value in B2B marketing

l Use market segmentation tools to explore potential market growth opportunities

Benefits to Participants

l Explore the real drivers of the customers and our advantages and disadvantages.

l Match customer needs with our product advantages, seek common interests in differentiation.

l Based on customer’s interests, develop convincing products and communication strategy

l Complete the Marketing Strategy and Action Plan using the result of the analysis

Target Participants

Marketing, Sales, Product, Technical Support and Service related Staff.

Duration

2 Days

Course Outline

l Definition and Logic of B2B Marketing

Ø Tasks and functions included in B2B marketing

Ø The Definition and common goal of B2B marketing

Ø 5 stages in B2B marketing

l Needs and Insight: Understand business customer needs

Ø Explicit and Implicit needs

Ø Understand the customer’s industry needs

Ø Understand the customer’s business process needs

Ø Our role in the industry value chain

Ø Match needs to 4P and 4C

Ø Understand the three levels of need

Ø Trends and changes in need

l Methods of exploring customer needs

Ø (Exercise: 3 levels of customer need)

l Where are we now? Competitor Analysis

Ø Use incentive factor analysis tool to identify motivation factors that the customer cares about and our advantages and disadvantages

Ø Analyze the opportunities we need to maintain and improve

Ø Apply SWOT analysis

Ø (Exercise: incentive factor analysis)

Ø (Exercise: Advantages and Disadvantages Analysis)

l Where could we be? Lock the target market)

Ø Overall market and target market

Ø Product propositioning and brand proposition

Ø Opportunities in the target market

Ø Dimensions and tools for market segmentation

Ø Differentiated competitive advantage increases market opportunity

Ø (Exercise: dimensions of market segmentation and explore potential market)

Ø Exercise: evaluate potential market opportunity and project market size)

l How can we get there? Develop a marketing strategy - Proposition

Ø 4 dimensions of market proposition and strategy

Ø From product to brand

Ø Brand power and market force. Brand building or marketing? Push or Pull?

Ø The need of value

Ø Seek the common ground from differentiation

Ø Match the needs with product characteristics

Ø Exercise: 4 dimensional strategy

Ø Exercise: need and product fit

Ø Discussion: market force and brand power

l How can we get there? Develop a marketing strategy

Ø Three directions of growth opportunity: Operational growth, Innovative growth, and Strategic growth

Ø Explore potential growth opportunities through innovative thinking

Ø Tools and Methods of innovative thinking

Ø Mind Mapping

Ø Associative transplantation

Ø Nominal Group Technique

Ø (Exercise: stimulate marketing ideas for growth opportunities using innovative thinking)

l How and What to Communicate? Develop a Communication Strategy and its key elements

Ø Start from understanding the customer’s business objectives and difficulties Understand the commercial value and individual value

Ø Opportunities, Challenges and Solutions

Ø Analyze the key success factors of the project from the customer’s perspective

Ø Understand the differences in demand and communication based on the different responsibilities of the customer

Ø (Exercise: Use the case of Tesla product launch, discuss the logics behind B2B marketing and customer communication)

Ø (Exercise: demonstrate an impressive differentiation advantage on a piece of paper)

Group review, present and comment


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