楚晓晖《企业全局营销管理沙盘模拟课程介绍》

楚晓晖老师介绍

老师介绍 : 沙盘模拟专家，中国企业教育百强“沙盘模拟”专业十大培...

主讲课程 : 《企业全面经营管理沙盘模拟课程》《非财务人员的财务管理沙盘模拟课程》《企业战略与决策沙盘模拟课程》《企业全局营销管理沙盘模拟课程》《银行版企业经营管理沙盘模拟课程》《总经理的...

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楚晓晖《企业全局营销管理沙盘模拟课程介绍》

企业全局营销管理沙盘模拟课程介绍

主讲老师：楚晓晖

课程背景
企业全局营销管理沙盘模拟课程是面向营销人员设计的训练课程，是基于在全面经营管理企业背景下让学员从事战略性的营销活动，演练、认识、理解营销管理，感悟营销部门与企业整体以及各部门的关系。每个训练班由24—42名学员组成，每5—7名学员组成一个公司，分别担任总经理、营销总监、市场总监、商业间谍、财务总监、生产总监、采购主管等职务，形成6个相互竞争的团队，从事4-6期（四-六年）的企业经营活动。
训练一开始，各公司首先进行市场调研，分析市场信息及竞争者情况，制定总体战略和营销战略，然后由各部门经理制定计划并实施。销售部根据市场、产品等要素进行广告策略的制定，投放广告费，进行销售订单竞标，各部门协同作战，互相配合。每个公司对市场信息大数据分析挖掘的能力和准确性以及市场定位、产品定位的策略均不同，从而导致各公司产品销售额及销售利润出现很大差距。有的公司严重亏损，甚至会倒闭，他们的失败体验会永生不忘。培训师会帮助他们分析失败的原因，避免在现实中犯同类错误。
课程涉及的理论包括：产业分析、市场定位、产品定位、竞争策略、SWOT分析、BOSTUN矩阵分析、营销费用效益、成本分摊、现金流与应收款管理团队合作等。

课程目标

培养在统观全局和系统思考的基础上思考营销管理的能力。
认识收集、整理和分析商业信息以及了解竞争对手在营销战略中的重要性。
分辨竞争对手，做相对竞争对手的关键竞争因素分析。
对营销中的市场定位策略、市场资源配置、广告策略等形成直观认识。
提升营销战略决策能力及长期规划能力。
亲身体验一个企业管理的完整流程，包括：物流、资金流和信息流的协同，体验应收账款的回收对企业的重要性。
理解企业实际运做中各个部门和管理人员的相互配合，跳出部门局限，加强各部门之间的沟通。
学习如何提高赢利能力和降低运营成本。

课程形式
沙盘推演+角色扮演+情景模拟+小组讨论+软件分析工具+动态数据分析+点评讲解
课程对象
企业中高层、市场总监、营销总监、营销管理人员等24-42人
课程时间
2 天—3天

课程大纲
市场营销概述:

互动；市场营销的内涵
市场营销理念的变迁
企业战略与营销战略
营销在企业的地位变迁
营销管理步骤和分析框架

透过企业经营本质看营销

认识财务报表，理解资本与资产的关系，企业资产与负债和权益的结构
企业经营的本质 --- 利润与销售和成本的关系、增加企业利润的关键因素
影响企业利润的因素 --- 成本控制需要考虑的因素
影响企业利润的因素 --- 扩大销售需要考虑的因素
头脑风暴：如何增加企业的利润？

分析营销机会

宏观环境分析——PEST工具
消费者需求分析与市场大数据挖掘分析
竞争者分析和分析要点
合作者分析
自身资源分析
内外分析结合——SWOT分析工具
演练:结合营销机会分析制定总体经营战略和规划。

制定营销战略（STP）

市场细分
选择目标市场
市场定位
演练: 结合模拟进行STP运用

设计营销战术（4P营销组合策略）

产品策略
价格策略
渠道策略
促销策略
营销组合策略的变迁：从4P、4C、4R到4V
产品生命周期理论
波士顿矩阵
互动：结合模拟企业分析如何制定促销策略（广告策略）以获得最大产出？

市场竞争策略

根据模拟经营形势，灵活运用领导者、挑战者、追随者、补缺者战略
进攻战原则
防御战原则。
侧翼战原则
游击战原则
运用营销竞争策略谋求市场竞争优势

营销团队绩效评估：

基于成本控制的关键岗位评估——木桶原理应用
基于“岗位胜任符合度”的度量评估
团队总体绩效360度雷达测评

课程表

日期	时间	内容
第一日上午	08:15-08:30	签到
	08:30-08:45	开场：领导致辞/培训基本情况介绍等
	08:45-09:50	引言、沙盘模拟规则介绍、公司组建
	10:00-12:00	教学年企业业务模拟经营（讲师带领学员模拟操作一年沙盘）
	12:00-14:00	午餐
第一日下午	14:00-14:30	学员进行战略规划
	14:30-16:00	学员进行模拟企业第一年业务经营
	16:00-16:30	讲师对第一年进行点评和讲解、
	16:30-17:30	学员进行模拟企业第二年业务经营
	17:30-	结束或晚餐（晚间交流）
第二日上午	08:30-09:20	讲师对第二年进行点评和讲解
	09:30-11:00	学员进行模拟企业第三年业务经营
	11:00-11:30	讲师对第三年进行点评和讲解
	11:30-12:00	进行模拟企业第四年广告竞标
	12:00-14:00	午餐
第二日下午	14:00-15:30	学员进行模拟企业第四年业务经营
	15:30-16:00	讲师对第四年进行点评和讲解
	16:00-17:00	各组总结讨论
	17:00	颁发优胜奖（如需则请贵单位自拟奖品）、结束

注：以上课程表为2天的课程表，模拟运行到第四年，如果是3天的课程，则模拟运行到第六年。由于沙盘模拟课程时间进度具有不确定性，课程表时间安排为参考，具体进度根据实际情况调整。

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楚晓晖 老师介绍

楚晓晖《企业全局营销管理沙盘模拟课程介绍》

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