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1、 (海量营销管理培训资料下载)此资料来自 台商信息网(大量管理资料下载)顾问咨询指南Consulting Guide本企业发展顾问咨询指南适用于顾问咨询公司。它为顾问咨询公司实施咨询项目提供了详尽的指导。This Business Planreport is the Business Development Consulting guide to be used by the BSPs. It sets out the Modules for BSPs to implement the consulting programa proposed package of assistance for
2、 SMEs the Eastern Indonesian regions to be .目录TABLE OF CONTENTS背 景 BACKGROUND64了解本指南 UNDERSTANDING THIS GUIDE106八模块企业发展阶梯 THE 8 MODULE BUSINESS DEVELOPMENT LADDER149模块一：了解你的企业 MODULE 1: UNDERSTANDING WHAT BUSINESS YOU ARE IN1610概述 Overview1610主要学习目标 Key Learning Objectives1911工具 Tools2112典型的模块一程序 Ty
3、pical Module 1 Program2313需完成的任务 Tasks to Be Completed2514模块二:了解顾客、市场和产品 MODULE 2: UNDERSTANDING THE CUSTOMERS， MARKETS AND PRODUCTS5429概述 Overview5429主要学习目标 Key Learning Objectives5730工具 Tools5931典型模块二程序 Typical Module 2 Program6233需完成的任务 Tasks to Be Completed6434模块三:确定商业模式 MODULE 3: DEFINING THE B
4、USINESS MODEL9650概述 Overview9650主要学习目标 Key Learning Objectives9851工具 Tools10052典型的模块三程序 Typical Module 3 Program10354需完成的任务 Tasks to Be Completed10454需完成的任务 Tasks to Be Completed10555模块四:员工授权 MODULE 4: TEAM EMPOWERMENT13771对企业业绩进行管理 Managing Organisational Performance13972主要学习目标 Key Learning Objecti
5、ves14073工具 Tools14274需完成的任务 Tasks to Be Completed14777模块五:市场营销战略计划 MODULE 5: STRATEGIC MARKETING PLAN17993概述 Overview17993主要学习目标 Key Learning Objectives18194工具 Tools18395典型的模块五程序 Typical Module 5 Program18797需完成的任务 Tasks to Be Completed18998模块六:企业系统化 MODULE 6: BUSINESS INDEPENDENCE219114概述 Overview2
6、19114主要学习目标 Key Learning Objectives222116工具 Tools224117典型的模块六程序 Typical Module 6 Program227119需完成的任务 Tasks to Be Completed229120模块七:组织结构， 知识，环境管理和技术应用战略 MODULE 7: ORGANISATIONAL STRUCTURE， KNOWLEDGE， ENVIRONMENTAL MANAGEMENT AND TECHNOLOGY STRATEGIES261136概述 Overview261136主要学习目标 Key Learning Objecti
7、ves264138工具 Tools242139典型的模块七程序 Typical Module 7 Program244141需完成的任务 Tasks to Be Completed272142模块八:反馈和持续改善 MODULE 8: FEEDBACK AND CONTINUOUS IMPROVEMENT303158概述 Overview303158学习目标 Learning Objectives305159工具 Tools306160典型的模块八程序 Typical Module 8 Program310162需完成的任务 Tasks to Be Completed311162需完成的任务
8、Tasks to Be Completed312163注NOTES343179注NOTES344180注NOTES345181注NOTES346182349IFC-CPDF (海量营销管理培训资料下载) “Delivering Solutions For Prosperity”Page of 349背 景Background本指南旨在为咨询顾问公司和其它商业服务机构提供技术和方法，使他们能够成功地为中小企业提供咨询服务。This guide is designed to provide consultants and other service providers with technique
9、s and methodologies that will enable them to embark on successful consulting engagements with small/medium size enterprises (SMEs).这里提供的资料旨在帮助咨询顾问公司能够与中小企业建立互惠的关系。 这些方法不仅可以获得 “快速取胜”的效果， 还能够促进咨询顾问与客户之间建立长期的关系-这是一种让咨询顾问获得 “受信任的顾问”的地位的关系， 是一种使双方的知识和资源汇集成一个 “知识和资源库”的关系。 The materials provided， aim to en
10、able the consultant to engage with SMEs in a mutually beneficial relationship. While the methodologies used will provide “quick wins，” the materials are designed to facilitate a long-term relationship between consultant and client a relationship where the consultant earns the status of “trusted advi
11、sor” and where the knowledge and resources of both parties are used to create a “pool of knowledge and resources.”该项目的目的是改善企业在财务和运营这两方面的业绩。 这是通过在企业中实施许许多多小的措施后达到的结果。 普通和优秀企业的区别总是体现在这些小事情之中!The purpose of the program is to improve the performance of the business both financially and operationally. Th
12、is will be achieved as a result of the many， many little things that you implement in your business. The difference between and ordinary and extra-ordinary business always lies in these little things!本项目分为八个模块The program is split into 8 Modules;1. 了解你的企业Understanding What Business You Are In;2. 了解你的
13、客户，产品和市场Understanding Your Customers， Products and Markets;3. 商业模式The Business Model;4. 员工授权Team Empowerment;5. 市场营销战略计划The Strategic Marketing Plan;6. 企业系统化Business Independence;7. 组织结构，知识， 环境管理和技术应用战略Organizational Structure， Knowledge， Environment Management and Technology Strategies; and8. 反馈与持续
14、改善Feedback and Continuous Improvement.我们建议你在按月收取客户咨询费的前提上， 全面实施本项目。 但是， 在某些情况下， 先提供本项目的部分内容可能更合适， 例如， “客户咨询会”， 或 “优质服务争创第一”的客户服务培训。We recommend that you implement the program in its entirety based on the client paying a fixed monthly fee for your services. However in some instances it may be more ap
15、propriate to offer just a few aspects of the program， for example， the Customer Advisory Session or the “Exceptional Service Leading The Pack” customer service training.本项目旨在了解企业， 提出和实施改进措施， 提供对企业所有者和员工都有实际意义的培训。 本项目旨在使企业业绩得到长期, 显著的改善。The program is based on exploring the business， generating and im
16、plementing improvements and providing practical meaningful training to both the business owners and the team members. It is based on achieving significant long-term business performance improvements.了解本指南Understanding This Guide本指南旨在概述经营业绩改善项目的八个模块。This guide aims to provide an overview of the 8 Mod
17、ule Business Performance Improvement Program.经营业绩改善项目共分为八个模块:The Business Performance Improvement Program has been split into 8 distinct Modules:1. 了解你的企业Understanding What Business You Are In;2. 了解你的客户，产品和市场Understanding Your Customers， Products and Markets;3. 商业模式The Business Model;4. 员工授权Team Emp
18、owerment;5. 市场营销战略计划The Strategic Marketing Plan;6. 企业系统化Business Independence;7. 组织结构，知识， 环境管理和技术应用战略Organisational Structure， Knowledge， Environment Management and Technology Strategies; and8. 反馈与持续改善Feedback and Continuous Improvement本指南接下来的部分对每个模块进行了概述。 每个模块都由8个步骤组成。 本指南中还提供有图表, 以帮助咨询顾问学习和理解这一流程
19、。此外, 有工具提供的步骤也标注有专门的符号。针对每个模块， 我们都已提供了以下的内容:The following sections of this guide will provide an overview of each of these Modules. Each Module is broken down into an eight stage process. Where possible， throughout the guide， diagrams have been used to facilitate the learning and understanding proce
20、ss. In addition， symbols have been used to identify the tools used in each stage of the process. For each Module of the process， we have provided: 该模块的概述 An overview of the Module; 主要学习目标(以表示) Key Learning Objectives (denoted by ); 该模块中提供的工具(以?表示) A list of the available tools for that Module (denot
21、ed by ?); 以图示方法列出八个步骤 A diagrammatic representation of the 8 stages involved; and “需完成的工作” 清单， 与工具相互参照 ( 以表示) A list of “Things to Do，” cross-referenced to the tools (denoted by )战略性经营业绩改善模式The Strategic Business Performance Improvement Model了解你的企业企业宗旨和目标Understanding what business you are in Your M
22、ission and Goals了解你的客户，市场和产品Understanding your customers， markets and products员工授权-建立标准和文化Team Empowerment -Developing standards and culture商业模式The Business Model市场营销战略计划The Strategic Marketing Plan组织结构， 知识， 环境管理和技术应用战略Organisational Structure， Knowledge， Environmental Management and Technology Stra
23、tegies企业系统化-建立制度和规则Business Independence Creating systems and manuals反馈和不断改进Feedback and Continuous Improvement八模块企业发展阶梯The 8 Module Business Development Ladder结构， 知识， 技术和环境管理战略Structure， Knowledge， Technology and Environmental Management Strategies31657482了解你的客户，市场和产品-制定竞争力性战略Understanding Customer
24、s， Markets & Products defining the competitive strategy商业模式-结构， 业务和财务计划The Business Model structure， business & financial plan员工授权-建立标准，文化和人力资源Team Empowerment developing standards， culture & Human Resource strategies监督和持续改进-保持该过程持续进行Monitoring & Continuous Improvement 企业系统化-建立制度和规则Business Independ
25、ence creating systems and manuals市场营销战略计划-制定和实施 The Strategic Marketing Plan documentation and execution了解你的企业Understanding what business you are in 模块一：了解你的企业Module 1: Understanding What Business You Are In概述Overview任何咨询业务的开始阶段都是非常重要的。 作为咨询顾问， 你所负责的是过程-这是需要特别引起你注意的，你几乎不太可能控制结果。 你和你的客户一起开始了一个令人兴奋的旅程
26、。 在这个旅程中， 客户和咨询顾问之间要进行双方向互动的知识交流。 这种信息的交流过程本身同信息一样有价值。The initial stage of any consulting assignment is particularly important. As the consultant you are responsible for the process it is important to note， that it is almost impossible for you to control the outcome. You and your client are embarkin
27、g on an exciting journey together. During this journey， knowledge will be transferred between both parties - the client and the consultant. The process of this information transfer is as valuable as the information itself. 各方都要了解自己在这一关系中所扮演的角色-你只是咨询项目的推动人， 而不是客户业务的专家! All parties must understand you
28、r role in the relationship you are the facilitator of the program， you are not an expert in your clients business! 一般来讲， 在项目的第一阶段， 你要收集关于客户及其业务的信息。 你还要召开你的第一次战略计划会议。 第一阶段的目的是建立客户和咨询顾问之间的关系， 并开始经营业绩改善项目的 “计划” 阶段。 Typically， during this first stage of the program you will gather information regarding
29、your client and their business. You will also hold your 1st Strategic Planning Session. This first stage of the program is designed to develop the relationship between client and consultant and begin the “planning” stage of the Business Performance Improvement Program.主要学习目标Key Learning Objectives下面
30、的清单详细列举了模块一- “了解你的企业”主要学习目标的一些内容:The following list details some of the Key Learning Objectives of Module 1 Understanding What Business You Are In: 了解企业所有者 (或主要股东)的个人和企业目标， 并开始以所有者的个人目标为基础制定企业宗旨和/或远景；To understand the personal and professional goals of the business owners (or key stakeholders)， and
31、begin to develop the Mission and/ or Vision for the business based on the personal objectives of the owners； 了解企业当前财务和非财务方面的业绩情况概况；To obtain an overview of the current financial and non-financial performance of the business； 了解企业所服务的市场，及其产品在各自生命周期中所处的位置；To understand where the business and each mark
32、et is in its product life cycle； 了解如何评估企业的价值和系统化会给企业价值带来的影响；To understand how businesses are valued and the impact that systematisation can have on the value of the business； 确认企业的战略优势，劣势，以及当前所面临的机会和威胁；To identify the strategic strengths， weaknesses， opportunities and threats currently facing the bu
33、siness； 明确改善企业表现的立即行动点(IAPs)；To identify Immediate Action Points (IAPs) to improve the performance of the business； 明确企业面临的困境和通过实施BPIP来解决这些问题的方法；To identify the frustrations of the business and ways in which the BPIP can assist to resolve those issues； and 建立咨询顾问和客户合作的基础一种持续的关系To establish the basis
34、 on which the consultant and client will work together the on-going relationship.工具Tools下列工具为你提供工作帮助。 这些工具与” 需完成的任务” 部分相互参照( 用表示)。 The following Tools have been provided to assist you. These Tools arecross-referenced throughout the “Tasks to Be Completed” section (denoted by ). 第一次战略计划会议邀请函1st Strat
35、egic Planning Session Invitation 第一次战略计划会议准备清单1st Strategic Planning Session Checklist 战略需求分析问卷 (SNAQ)Strategic Needs Analysis Questionnaire (SNAQ) 客户服务重点问卷Customer Service Focus Questionnaire 利润潜力 (表格)Profit Possibilities (Spreadsheet) 第一次战略计划会议议程1st Strategic Planning Session Agenda 第一次战略计划会议Power
36、Point演示稿1st Strategic Planning Session PowerPoint Presentation 第一次战略计划会议报告模本1st Strategic Planning Session Report Template 合作意向书模本Engagement Letter Template 小组计划会情况汇报议程Team Planning Session Debrief Agenda典型的模块一程序Typical Module 1 Program制定今后12个月的工作安排Schedule client program for 12 months87与小组成员交流工作结果C
37、ommunicate outcome to team members建立持续的客户关系基础，并向客户提交合作意向书Establish basis of on-going relationship and send Engagement Letter to client information from client65准备提交给客户的包含IAPs的计划讨论会报告Prepare Planning Session Report for client with IAPs assigned4召开第一次战略性计划讨论会， 确保自己明确 “立即行动点(IAPs )Hold 1st Strategic Pl
38、anning Session ensure you identify the “Immediate Action Points” (IAPs)3分析客户信息， 确定第一次计划会的日程明确 “热点” 和 “ E-DAY”Analyse client information and set your agenda for the 1st Planning Session identify the “hot spots” and “E-Day”2从客户处收集信息Collect information from client1安排第一次(共两次)战略计划会议的后勤事宜Arrange logistics
39、 for 1st (of 2) Strategic Planning Session需完成的任务Tasks to Be Completed1.1安排第一次战略计划会议的后勤事宜Arrange logistics for 1ST Strategic Planning Session 第一次战略计划会议大约进行3-4个小时。 在此期间， 你将教给企业的所有者如何分析他们所从事行业的性质和评估他们在每个市场上的竞争地位。 你们还要一起研究SNAQ和完成一份立即行动点的清单。The 1st Strategic Planning Session will take approximately 3-4 h
40、ours. During this time you will teach the business owners how to analyse the nature of the industry in which they operate and evaluate their competitive positioning within each market. Together you will also review the SNAQ and compile a list of Immediate Action Points. 这个会议还会给你提供更好地了解你的客户的机会。 你应当利用
41、这次会议来获得他们的信任和建立你们之间的合作关系。The session also gives you the opportunity to get to know your clients better. You should use the session to gain their trust and build your working relationship. 确定会议的日期和时间。Set the date and time for the session. 邀请客户-用信函/传真/电子邮件的形式确认这些安排。 请参见 “第一次战略计划会议邀请函”Invite the client
42、 use a letter/fax/email to confirm arrangements. Please refer to “1st Strategic Planning Session” Invitation 向客户发出 “ 战略需求分析问卷”。Send the “Strategic Needs Analysis Questionnaire“ to the client. 安排会议地点-尽量使用中立性的地点-会议场所必须确保无干扰。Arrange venue try to use a neutral venue there must to be no distractions. 餐饮事
43、项-应准备午餐和上下午茶。Refreshments lunch， morning and afternoon tea should be arranged. 会议设施-白板， 白板笔， 电脑 (供PowerPoint演示之用)， 纸， 笔， 投影仪。 请参见 “第一次战略计划会议” 准备清单。Equipment whiteboard， marker pens， computer (for PowerPoint presentations)， paper， pens， projector. Please refer to “1st Strategic Planning Session” Chec
44、klist1.2从客户处收集信息Collect information from client 在第一次战略计划会议之前， 你需要从客户处收集大量信息。You will need to gather plenty of information on the client prior to the 1st Strategic Planning Session. 如果客户有网站的话， 你应当浏揽其网站。If applicable you should view the business web-site. 请客户提供给你他们所有的企业介绍和广告材料。Ask the clients to send
45、you any brochures or advertising material that they have. 你还需要客户的3年财务报表 (盈亏表， 资产负债表和现金流量表)。 还要请客户给你提供他们通常使用的管理报告.You will also need 3 years of financial statements (Profit and Loss， Balance Sheet and Cash-Flow statements). Ask the client to also send you copies of any management reports that they ro
46、utinely use. 你需要客户填写SNAQ问卷，并在会议前的至少4-5天把它交给你。 这样， 你才会有充足的时间来分析问卷，并为第一次战略计划会议作准备。You will need the client to complete the SNAQ and return the information to you at least 4 5 days prior to your meeting. This will give you enough time to analyse the completed questionnaires and make some notes for your 1st Strategic Planning Session. 客户还应当完成并交给你 “客户服
