商科Marketing Plan的写作攻略分析
Marketing plan市场营销计划，几乎是商学院学生一定会遇到的作业，但是绝大部分中国留学生没有接触这类作业，对格式也不熟悉，写作难度颇大。在实际工作中，marketing plan对于市场营销部门也是家常便饭。今天小编来介绍一下商科marketing plan的写作攻略。
Marketing plan is almost the homework that business school students will encounter.However,most Chinese students do not have access to this kind of homework and are not familiar with the format,which makes it difficult to write.In practical work,marketing plan is also common for the marketing department.Today,I'd like to introduce the writing strategy of the marketing plan for business.
首先：Marketing plan的作用
First,the role of marketing plan
Marketing plan应该是可以指导你很好地实践市场营销战略的参考文件。它设定出清晰的目标，并向你解释怎么样做才能实现这些目标。尽管单凭市场营销并不能保证销售业绩，但是一个建立在深入研究基础上的、并且写作条理清晰的marketing plan，长远来说对于公司的发展是有利的。
The marketing plan should be a reference document that can guide you to practice your marketing strategy well.It sets clear goals and explains how to achieve them.Although marketing alone cannot guarantee sales performance,a marketing plan based on in-depth research and clear writing is beneficial to the company's development in the long run.
其次：Marketing Plan的结构、内容及写作要领
Second,the structure,content and writing essentials of the Marketing Plan
一篇合格的marketing plan一般需要包含以下6个部分：
A qualified marketing plan generally includes the following six parts:
Marketing plan summary and introduction市场营销计划概要和简介
External and internal analysis for your marketing plan外部及内部分析
Your marketing objective市场营销目标
Marketing strategy for your marketing plan市场营销战略
Plan your marketing tactics市场营销策略战术
Implementation of your marketing plan市场营销计划的执行
（1）Marketing plan summary and introduction市场营销计划概要和简介
一篇合格的marketing plan应该以执行概要executive summary开篇，概述计划的要点。尽管执行概要是出现在整个计划的开头，但是在写作时，却应该放到最后再写。写作执行概要也是一个检验你的计划是否合理、以及是否遗漏任何要点的好机会。
A qualified marketing plan should start with an executive summary,which outlines the key points of the plan.Although the executive summary appears at the beginning of the whole plan,it should be written at the end.Writing an executive summary is also a good opportunity to check whether your plan is reasonable and whether you missed any points.
紧接着，在开头段落中，也要提到整体的商业战略business strategy，包括：
Then,in the opening paragraph,the overall business strategy should also be mentioned,including:
–你的公司企业是做什么的（公司企业使命）
–What does your company do(corporate mission)
–主要的商业目标
–Key business objectives
–为实现这些目标采用的整体战略
–The overall strategy adopted to achieve these goals
在开篇简要叙述商业战略，能够确保你的市场营销计划marekting plan、营销战略markeing strategy以及整个商业战略business strategy相辅相成。
A brief description of the business strategy at the beginning can ensure that your marketing plan,marketing strategy and the entire business strategy complement each other.
（2）External and internal analysis for your marketing plan外部及内部分析
(2)External and internal analysis for your marketing plan
接下来要叙述分析外部及内部环境。深刻理解你的公司企业所处的大的市场环境，是营销计划的关键一环，让你能够清晰地认识到你的商业领域存在的机遇（opportunities）与威胁（threats）。
Next,we will describe and analyze the external and internal environment.Deeply understanding the big market environment your company is in is a key part of your marketing plan,so that you can clearly understand the opportunities and threats in your business field.
这里采用STEEPLE分析法进行外部分析：
Here,STEEPLE analysis method is used for external analysis:
—Social factors社会因素，例如态度和生活方式的改变、老龄化的人口
—Technological factors技术因素，例如新材料、互联网使用的增加
—Economic factors经济因素，例如利率、汇率、消费者信心
—Environmental factors环境因素，例如顾客、监管者和员工在可持续发展上期望值的改变
—Political factors政治因素，例如企业税收、贸易关系或者政府补助等的改变
—Legal factors法律因素，例如劳工法、行业法规的改变
—Ethical factors伦理道德因素，例如制约政策和事件的伦理道德标准
除了外部环境之外，你还需要理解公司企业内部的优势（strengths）和劣势（weaknesses），也就是进行内部分析。
In addition to the external environment,you also need to understand the strengths and weaknesses within the company,that is,conduct internal analysis.
其实外部分析和内部分析合在一起，也就是通常大家说的SWOT分析，即总结你的公司企业内部的优势（Strengths）和弱点（Weaknesses），及外部的机遇（Opportunities）和威胁（Threats）。
In fact,external analysis and internal analysis are combined,which is commonly referred to as SWOT analysis,that is,to summarize your company's internal Strengths and Weaknesses,as well as external Opportunities and Threats.
（3）Your marketing objectives市场营销目标
完成SWOT分析后，Assignment写作需要开始叙述市场营销目标markeing objectives。市场营销目标其实正是建立在你对内部优势和弱点、以及外部机遇与威胁的理解上而做出的，而且需要与整个商业战略方向一致。
After completing the SWOT analysis,Assignment needs to start describing the marketing objectives.Marketing objectives are actually based on your understanding of internal strengths and weaknesses,as well as external opportunities and threats,and need to be consistent with the overall business strategic direction.
营销目标制定应该具有的特点可概括为SMART：
—Specific具体的
—Measurable可量化的：在最后复盘总结时，你应该能够测量检验你的目标是否实现
—Achievable可达到的：为此你需要拥有实现目标的资源。通常最关键的资源是人力和资金
—Realistic现实的：目标应该促使你全力以赴，而不能因为不现实而让你丧失斗志
—Time-bound有时间限制的：你应该设置达成目标的截止日期
以上便是小编为大家整理的marketing plan作业的写作攻略，希望可以帮大家学会写这类作业论文。
The above is the marketing plan homework writing strategy compiled by the small editor for everyone.I hope it can help you learn to write such homework papers.