现状分析英文

Marketing Strategy vs. Marketing Plan 市场战略VS市场计划Sometimes there is confusion between a marketing strategy and a marketing plan. 有时大家会混淆市场战略和市场计划While a marketing strategy focuses on increasing sales and achieving a sustainable competitive advantage, a marketing plan is the practical application of the marketing strategy.市场战略着眼于增长营业额和保持市场竞争中的优势，市场计划则为市场战略的执行者。It details the actions a company will implement to sell a product or service. 市场计划为公司销售一件产品或服务提供了细节性行为策略。The marketing strategy provides the goals for the marketing plan and it provides the direction for the marketing initiatives in order to meet the objectives of the firm. 市场战略为市场计划提供了目标，并为市场执行者完成公司目标提供了方向。The simplest way to clarify the confusion between the marketing strategy and the marketing plan is to see that the marketing strategy is just one step in the development of the marketing planning process. 澄清两者间界限的最简易方法是，把市场战略看作市场计划过程的发展中的一个步骤。The first step is to understand the marketing climate, customers and competitors through research and data analysis. 第一步是通过研究和数据分析来理解市场气候，理解顾客和对手。The second step is the development of a marketing strategy. The marketing plan is third and is built upon the marketing strategy. 第二步是市场战略的发展。市场计划是第三步但它建立在市场战略之上 。The fourth step is the implementation of the marketing plan and the fifth step is the monitoring of the plan. 第四步是市场计划的实施，第五步是计划的观察监督。Though this five-step-process may appear straightforward, many companies demonstrate a great deal of confusion about developing a marketing strategy. 尽管这五步很明显是层层向前发展的，但不少企业对于制定市场战略还是模糊不清。The marketing plan is a written document that can be used for such initiatives as obtaining funding, helping the marketing department focus on their marketing initiatives, and providing direction to the firm by setting future goals. 市场计划是一个文件，能用于罗列出市场活动诸如筹集资金等，能帮助市场部关注他们所采取的市场活动，并为公司未来目标的制定提供方向。Marketing planning is generally undertaken as part of an annual or bi-annual business process, to facilitate the launch of new products or services or as a component of a business plan.Most marketing plans include six main sections. 市场计划担当着一年或半年的商业进程中的一部分，促进新产品或服务的开发，或作为商业计划的一部分。大多数市场计划包含6个主要部分。Part 1: Purpose and Mission 第一部分：目标和任务Part 2: Situational Analysis 第二部分：环境分析• Product, Market Analysis 产品，市场分析• Distribution Analysis 配送分析• Competitor Analysis 竞争对手分析• Financial Analysis 财务分析• Other Analysis 其他分析Part 3: Marketing Strategy and Objectives 第3部分：市场战略和目标• Financial Objectives 财务目标• Marketing Objectives 市场目标Part 4: Tactical Programs 第四部分：战略计划• Markets 市场• Product 产品• Promotion 推广• Distribution 配送• Pricing 价格• Others 其他Part 5: Budgets, Performance Analysis, Implementation 第5部分：预算，实操分析• Budgeting and Analysis 预算和分析• Implementation 实操Part 6: Additional Considerations 第6部分：其他考虑因素This plan is aimed at individual products and product lines, however, it can be adapted fairly easily for use in planning one or more strategic business units (SBU).这个计划着眼于单个产品或单个产品系列，非常便于运用于计划一个或多个策略业务单位（SBU）。