本教材以“理論+實(shí)踐+思政”三位一體為核心，系統(tǒng)構(gòu)建市場營銷知識體系，聚焦市場分析、產(chǎn)品解析、價格策略、渠道優(yōu)化、促銷策略、物流保障、品牌塑造及營銷新理念八大核心模塊。教材采用任務(wù)驅(qū)動教學(xué)法，融入SWOT 分析、STP 定位、FABE 介紹法等經(jīng)典工具，結(jié)合新媒體平臺實(shí)戰(zhàn)、渠道方案策劃等技能實(shí)訓(xùn)，強(qiáng)化市場調(diào)研與策略制定，特別融入中國傳統(tǒng)營銷智慧以及“誠信經(jīng)營”“綠色營銷”等思政元素，宣講中國品牌故事，培養(yǎng)職業(yè)素養(yǎng)與社會責(zé)任感。教材緊跟數(shù)字化趨勢，覆蓋AI 營銷、新媒體營銷等前沿領(lǐng)域，兼顧傳統(tǒng)與創(chuàng)新，助力學(xué)習(xí)者掌握4P、SWOT 等核心模型，提升崗位勝任力，成長為“懂市場、精技能、有擔(dān)當(dāng)”的復(fù)合型營銷人才。

鄧承忠，廣東財(cái)貿(mào)職業(yè)學(xué)院市場學(xué)副教授，畢業(yè)于中央財(cái)經(jīng)大學(xué)，從事市場營銷專業(yè)教學(xué)和研究20多年，主要代表作有論文《如何構(gòu)建綜合的營銷專業(yè)實(shí)訓(xùn)體系》主編教材《市場營銷綜合實(shí)訓(xùn)》，參編教材《售后業(yè)務(wù)》、《會展?fàn)I銷》、《服務(wù)營銷技能實(shí)訓(xùn)》等。社會職務(wù)有清遠(yuǎn)市鄉(xiāng)村振興農(nóng)業(yè)專家，先后任廣東省市場營銷技能大賽評委、清遠(yuǎn)互聯(lián)網(wǎng)營銷師考評專家等。主持負(fù)責(zé)完成了清遠(yuǎn)市社科聯(lián)課題《數(shù)字經(jīng)濟(jì)與農(nóng)村農(nóng)業(yè)經(jīng)濟(jì)融合發(fā)展的障礙與路徑突破——基于清遠(yuǎn)模式》。

項(xiàng)目一 充分了解市場·······················1
任務(wù)一 市場和市場營銷···············2
一、市場的定義····················3
二、市場營銷學(xué)的定義···········3
三、市場營銷學(xué)中的市場········3
任務(wù)二 需要、欲望和需求············4
一、需要······························4
二、交換和交易····················6
三、營銷觀念的演變··············6
任務(wù)三 市場的分類·····················9
一、按照供應(yīng)與需求之間的關(guān)系······························9
二、按照購買者的購買目的和身份························.10
三、按產(chǎn)品或服務(wù)供給方的狀況···························.10
任務(wù)四 學(xué)會市場分析···············.10
一、宏觀環(huán)境分析··············.10
二、微觀環(huán)境分析··············.11
三、SWOT 分析法··············.12
項(xiàng)目二 講好產(chǎn)品···························.16
任務(wù)一 產(chǎn)品整體概念···············.17
一、產(chǎn)品概念····················.18
二、產(chǎn)品整體概念的意義·····.18
任務(wù)二 FABE 產(chǎn)品介紹法··········.19
一、產(chǎn)品特征····················.19
二、產(chǎn)品的獨(dú)特功能···········.20
三、帶給客戶的利益···········.20
四、利益的相關(guān)證據(jù)···········.20
任務(wù)三 組合策略·····················.21
一、產(chǎn)品組合的概念···········.21
二、產(chǎn)品組合的性質(zhì)···········.21
三、產(chǎn)品的組合策略···········.22
四、優(yōu)化產(chǎn)品組合··············.23
任務(wù)四 制定產(chǎn)品的包裝策略······.25
一、常見的包裝策略···········.25
二、制定包裝策略的依據(jù)·····.26
三、優(yōu)化包裝策略··············.26
任務(wù)五 產(chǎn)品的定位與STP 營銷··.27
一、產(chǎn)品的定位·················.27
二、STP 產(chǎn)品營銷··············.29
三、品牌差異化·················.31
任務(wù)六 產(chǎn)品介紹在新媒體平臺的運(yùn)用···························.34
一、新媒體平臺的選擇········.34
二、產(chǎn)品介紹的策略···········.34
三、新媒體平臺的運(yùn)用技巧··.35
四、操作步驟····················.35
項(xiàng)目三 用好價格策略····················.37
任務(wù)一 價格的形成機(jī)制············.39
一、選擇定價目標(biāo)··············.39
二、確定需求····················.40
三、估計(jì)成本····················.41
四、分析競爭者的產(chǎn)品及價格··························.41
五、選擇定價方法··············.41
六、選定最終價格··············.44
任務(wù)二 價格策略·····················.45
一、常見的價格策略···········.45
二、產(chǎn)品組合的定價···········.49
任務(wù)三 產(chǎn)品生命周期中的價格策略···························.51
一、產(chǎn)品生命周期··············.51
二、導(dǎo)入期的價格策略········.51
三、成長期的價格策略········.52
四、成熟期的價格策略········.52
五、衰退期的價格策略········.52
任務(wù)四 顧客和競爭者對調(diào)價的
反應(yīng)···························.53
一、顧客對調(diào)價的反應(yīng)········.53
二、競爭者對調(diào)價的反應(yīng)·····.54
任務(wù)五 新媒體平臺中產(chǎn)品定價
策略···························.55
一、動態(tài)定價與實(shí)時調(diào)價·····.56
二、數(shù)據(jù)驅(qū)動的心理定價·····.56
三、互動式定價策略···········.57
四、內(nèi)容營銷提升價值感知··.57
五、競爭導(dǎo)向的敏捷響應(yīng)·····.57
項(xiàng)目四 運(yùn)用成本最優(yōu)化的渠道體系··.59
任務(wù)一 認(rèn)識分銷渠道···············.60
一、分銷渠道的概念···········.60
二、分銷渠道的特征···········.60
三、分銷渠道的功能···········.61
四、分銷渠道的流程···········.62
五、分銷渠道的成員···········.63
六、分銷渠道的類型與層級··.66
七、分銷渠道的系統(tǒng)模式·····.67
任務(wù)二 分銷渠道的建立············.69
一、選擇分銷渠道的原則·····.69
二、分銷渠道建立的步驟·····.70
任務(wù)三 分銷渠道管理···············.72
一、選擇渠道成員··············.72
二、評價與激勵渠道成員·····.74
三、調(diào)整分銷渠道··············.75
項(xiàng)目五 繽紛出彩的促銷策略···········.77
任務(wù)一 促銷及促銷組合············.78
一、促銷及促銷組合的概念··.78
二、促銷的作用·················.79
三、促銷的基本策略···········.80
任務(wù)二 打好廣告·····················.81
一、廣告的定義·················.81
二、廣告的作用·················.81
三、廣告的類型·················.82
四、廣告媒體的選擇···········.83
五、廣告效果的測定···········.84
任務(wù)三 人員推銷·····················.86
一、人員推銷的概念和基本形式··························.86
二、人員推銷的步驟···········.87
三、人員推銷的方法···········.88
四、推銷人員的管理···········.89
任務(wù)四 公共關(guān)系·····················.90
一、公共關(guān)系的含義···········.90
二、公共關(guān)系的作用···········.91
三、公共關(guān)系的促銷方式·····.92
四、公共關(guān)系的工作程序·····.93
任務(wù)五 營業(yè)推廣·····················.94
一、營業(yè)推廣的概念與特點(diǎn)··.94
二、營業(yè)推廣的種類和具體形式··························.95
任務(wù)六 促銷活動在新媒體平臺的運(yùn)用···························.99
一、新媒體平臺開展促銷活動的具體步驟和策略········.99
二、運(yùn)用新媒體平臺開展促銷活動的優(yōu)勢················.100
三、運(yùn)用新媒體平臺開展促銷活動的注意事項(xiàng)··········.100
項(xiàng)目六 服務(wù)迅速優(yōu)質(zhì)的物流保障·····102
任務(wù)一 物流的選擇··················103
一、物流基礎(chǔ)知識··············104
二、市場營銷與物流的關(guān)系···106
三、物流與快遞的區(qū)別········107
四、運(yùn)輸合理化·················108
五、市場營銷物流模式的選擇···························110
任務(wù)二 倉儲機(jī)制·····················112
一、倉儲的基礎(chǔ)知識···········113
二、倉庫的選址與布局········115
三、倉儲作業(yè)流程··············117
四、倉儲管理合理化機(jī)制·····122
任務(wù)三 利用新媒體獲客············125
一、內(nèi)容重構(gòu)····················126
二、場景融合····················128
三、數(shù)據(jù)驅(qū)動····················129
項(xiàng)目七 品牌塑造升級的競爭策略·····130
任務(wù)一 品牌的內(nèi)涵及其分類······131
一、品牌的內(nèi)涵················.132
二、品牌的構(gòu)成要素··········.133
三、品牌的分類················.134
任務(wù)二 講好品牌故事··············.137
一、品牌傳播的內(nèi)涵··········.138
二、品牌傳播的原則··········.139
三、品牌傳播的策略··········.140
任務(wù)三 熟悉品牌競爭策略········.143
一、品牌推廣···················.143
二、品牌創(chuàng)新···················.145
項(xiàng)目八 營銷新理念······················.151
任務(wù)一 理解綠色營銷··············.152
一、綠色營銷的定義··········.152
二、綠色營銷的意義··········.153
三、綠色營銷的策略··········.155
任務(wù)二 人工智能營銷··············.157
一、人工智能營銷的定義····.157
二、人工智能營銷的能力····.158
三、人工智能營銷的策略····.159