商业计划书：市场策略

分析了市场情况之后，就要开始制定营销策略了。这是关系成败的一步。

第七讲：市场策略(marketing strategy)

市场营销策略极富挑战性，投资者希望了解公司的产品从生产到大最终用户手中的全过程，因此这部分应该包括以下内容：

1． 营销机构和营销队伍；

2． 营销渠道的选择和营销网络的构建；

3． 广告策略和促销策略；

4． 价格策略；

5． 市场渗透与开拓计划；

6． 市场营销中意外情况的应急对策等。

价格制定策略，例如：

The prices for our products /services are determined first and foremost by XXX (competition, costs, suppliers, manufacturers, package deals).

关于折扣，例如：

We can take advantage of volume purchases by XXX.

关于直销，例如：

The majority of sales will be through direct sales by the (Company) sales staff. (Company) anticipates hiring XXX additional sales representatives to (cover additional territories, retailers, distributors, markets, sell specific products /services).

销售渠道，例如：

By operating within these distribution channels in this manner we feel that we can maintain control of our market. In addition, we can generate growth at a reasonable pace and obtain excellent sales results.

关于顾客服务，例如：

Another service to add value is to provide warehousing of customer inventory. This allows us to book larger orders and provide faster order response.