英国曼切斯特大学dissertation

任何企业必须是一个拥有清晰远见的组织，因为这能巩固企业在全球市场的地位。远见由三个基本要素组成，即使命、目的和目标，这些将定义目标如何实现。正是这三部分组成了业务的核心战略方向，而其他部分就成为了它的一个增量部分。这就好像一个乐团。有一个指挥官（首席执行官）负责很重要的部分如弦乐，打击乐，黄铜等。当他们演奏和谐悦耳的音乐时（战略实施），每一个人都会有一个带领他们的演奏者（主管人）。乐团就像一个组织，像一个活的有机体，不断发展和成形。用系统软件发表关于远见的声明。
 

在完成众多战略方面dissertation后，我发现了一个清晰的远见，公司的使命与基本目标是支撑企业运行下去的关键。最近几年，这已被改编为“平衡计分卡”的方法。自从在许多不同的场合使用这个方法后，我发现这是一个用来明确公司更全面的远见的有效方法。
 

Within any business it is essential to have a clear vision of the organization that states both its purpose and position within the global market place. The vision has three essential components to it i.e. The Mission, The associated Goals and the Objectives that define how those goals shall be achieved. It is these three components that make up the core strategic direction of the business and all of the other components become an incremental part of it. The best analogy is that of an Orchestra. You have a Conductor (Chief Executive Officer) who has very musical sections e.g. strings, percussion, brass, base etc. Each of these has a lead player (Directors), when harmonized they make sweet music (strategy implementation). Like the Orchestra an Organization is a living organism that continues to evolve and take shape. Use of QAD software for building vision statements.
 

Having completed numerous strategy papers I have discovered that having a clearly articulated vision, company mission and underpinning goals and objectives is key towards understanding your business. In more recent years this has been adapted to that of a ‘Balanced Scorecard’ approach. Having used this on a number of different occasions I have found this to be a powerful means of gaining a more holistic vision of the Company.
 

The mission statement defines the reason for the Organizations existence. A clear sense of purpose and direction and the ethical boundaries in which it operates. It can be a short statement or a longer more detailed definition. My experience indicates that this is either done very well or extremely poorly. Examples of good robust mission statements are often found or associated with successful businesses i.e. Omnicom [1] “Omnicom's branded networks and numerous specialty firms provide advertising, strategic media planning and buying, digital and interactive marketing, direct and promotional marketing, public relations and other specialty communications services to more than 5,000 clients in more than 100 countries.” (Omnicom Group 2011)#p#分页标题#e#
 

目的———The Goals
 

The goals each have their own set of policies, programs and tactical recommendations. Goals are best described as aspirations and in themselves may not be measurable. For example a goal may be to have 10 new clients in the year (an aspiration); the way you go about getting these new clients will be through performance objectives and these will be measurable statements i.e. we may conduct an intensive advertising campaign based upon three major regions. This is an objective and progress can be measured.
 

目标———The Objectives
 

These are measurable statement that will relate to one or more goals. Objectives can be related to Tasks and Activities within an organization and can be both planned for and measured i.e. they are quantifiable. It is the progress of these that define how successful or not, as the case may be, of goal attainment. The actual summation of the goals reflects the mission or sense of purpose of the company. A well prepared set of objectives helps with Programme and Project Management for provision of dealing with those projects that achieve the goals of the firm. Experience indicates that many firms pay little attention to the importance of strategic planning and in particular the defining of goals and objectives. “The death knell for strategic planning began when General Electric chairman Jack Welch significantly downsized the GE operating units' planning departments. “ (Mendenhall 2011)
 

咨询———CONSULTING
 

Social Network consulting is an option that can be utilized in order to both optimize and leverage brand online platforms. This may be used to create increased media awareness in client brands. A knowledgeable Consultant can assist you in the mapping out of a social media strategy. Essentially providing you a mindset that that helps in formulating the best ways in order to communicate with customers. The concept of engagement and transparency in operations. In addition, consultants may be used in order to help the definition of social context in the approach to marketing. There is a vast array of social content pages available to support the business. The key is getting the best level of integration between these and linking to search engine optimization. Consultants have had a bad time in recent years. This mainly due to the fact of the cost in engaging their services and the variable quality in their output. My experience has illustrated that if you find a good Consultant that understands your business then the savings can be immense. John Harvey Jones the ex-Chairman of ICI demonstrated this in his TV series the Trouble-shooter.
 

社会媒体———SOCIAL MEDIA
 

This essentially embraces concepts of text, images, audio and video. It is the emergence of new social media applications that has opened up the communications thereby enabling a geographical disperse population to communicate with one another about products and services that a business provides. (Mangold, W.G. 2009). the concept of social media really took off in the 1990’s and businesses began to understand the power of this medium in their marketing and advertising campaign. The most popular brands of social media are Facebook, Twitter, Linked-in and the use of blogs. Another key advantage is that of cost as most advertisements through social media sites are free, however it is important for these to be effective and as such both presentation and content is vital to the degree of success expected. Key tips in adopting this approach include:#p#分页标题#e#
 

Answer readers queries by e-mail – provide filters to avoid spam and nuisance calls;

Where possible try to speak with the potential clients;

Ensure that all of your content is original, fresh and has something unique to offer;

High quality presentation and design is essential for an eye catching performance;
 

Focus groups in the Company could be established in order to examine what the customer needs and the type of information that they require. This feedback will help in the determination of the content design. Equally to what level of depth in detail and content will need to be provided. (Narus, J.C 1998). Social media now has to be an integral part of any Company’s marketing and advertising strategy. It has become the medium of reaching the widest possible audience. Virtually major media companies are adopting this approach; including conservative organizations like the BBC who use both Facebook and Twitter for their BBC News World Services engagement with the public.
 

网站———WEBSITE
 

Given the size and population of people using the internet, it is hardly surprising that most businesses look towards their website for generating business income. When looking at the strategic objectives, the following elements rank high in strategic direction setting:
 

内容发展———Content Development
 

This is really key in terms of reaching both existing and new customers. There should be sufficient information on a product or service in order to answer your customers’ needs and most importantly the ability to reach a purchase decision. There should be an easy means for the customer to place an order, request additional information and have consumer reports or attestations to the value of products and services. One common mistake is being overly helpful and placing informative links to other sites. Once a person has jumped from your site to somewhere else they often do not return.
 

When building a website you can incorporate a wide variety of content that might include such items as: Company background, photographs, video streams, testimonials, product specifications and virtually anything that that relates to the business products or services offered. The key is that it must be compelling to your audience. Hence design of the website is of paramount importance. Media websites need to be fresh, exciting, high quality and have certain panache. It is worth spending money on the development of a quality website and ensuring that it is well designed and reflects the image of the Company. Even a small Company can make an impression with a well-designed site. See Blue Beetle Publishers as an example of a well-designed site: http://www.bluebeetlebooks.com/ note how this encapsulates virtually all aspects of social media.#p#分页标题#e#
 

搜索引擎和链接———Search Engines and Links
 

It is important to develop quality links to other sites and leverage relationships with complimentary high quality sites. This assists in your own search engine optimization. In addition the development of key word saturation in your site. Key words assist in your ranking in terms of how high you appear in a person’s key word search. Low ranking will not ensure that you have the visibility required to your products and services.
 

Key word search gives you market advantage and helps you to find new customers and business opportunities. In order to analyse traffic to the site you can utilize such tools as ‘google analyzer’ to understand the type and volume of traffic being directed to your site. Low frequency is an indicator of insufficient key words, tags and lack of optimization. The webmaster is a key person in maintaining the site in order to ensure it has adequate key words, tags, Meta descriptions and suitable links. (Patel, D. 2011).
 

Procedure for search engine optimization
There are four major steps involved in search engine optimization:

Examination of keyword search and competition analysis

Use of page and meta tag optimization

Search Engine Submission

Building of links via off page optimization
 

Keyword Search: Identify those words that will increase the ranking of your site on search engines like Google. The need to identify a sufficient number of words to drive traffic to the website

Page and Metatags: This means placing key words in the title as this will be a prime search criteria. Keywords are placed in the URL address. The placement of key words in website heading content and in <alt> tags. Placement of key words in Meta tags when writing the page description
 

Search Engine submission: Four major players i.e. Google, MSN, Yahoo and Ask. These account for the bulk of traffic. You should index to each of these search engines. Firms like A1 Affordable services offer a one tome submission to all major search engines.Off-page Optimization: Linking to other sites helps to improve your search engine ranking.

 

Pay per click
 

This strategy is where you have an advertisement on another host site and you only pay the host when there is a click on the advert i.e. the advert is viewed on the host site. This usually works on key word search. The cost of this type of advertising campaign is computed via the amount of times a prospect clicked on your advertisement. The advertisements normally show on the right hand side of the search engine result under the title of “Sponsored Links”.
 

在线研究———Online Research#p#分页标题#e#
 

Online research can be conducted online in order to obtain consumer reports and feedback on the product or service being offered. This can also be an added component to the website allowing the customers to respond on their experience with the Company in terms of service or the product being sold. Another technique is to create online focus groups which are an inexpensive way in the determination of customer feedback. Online outreach is another means where you promote your website on business cards, company stationery, and literature and blog entries. A useful tip that I have discovered is to use Meta search engines as these increase the power of your search by optimizing the search over a number of different search engines.
 

注意———Listen
 

This means using the internet to determine what people are saying about you in social media sites like Facebook, Twitter, Linked-in etc. Other places are chat forums and blog entries. By tapping into these conversations you can feel the mood in terms of what customers are saying about your product or service. It also provides an opportunity for you to place responses where inaccurate, false or misleading information is being distributed about the Company. Although a democracy there is a need to be concerned about defamation which may have legal consequences.
 

评价———Evaluation
 

It is important to evaluate your website outreach by completion of demographic analysis and surveys. Look at attendances of selling and marketing events. Did increased attendance occur as a result of promotions through the website, e-mail and e-marketing campaigns? Examine both negative and positive feedback and provide plans for remedial action on negative feedback and promote the strengths on positive feedback.
 

移动电话网络———Mobile Phone Networks
 

Owing to the advancement in broadband technology mobile phones have become an incremental part of a firm’s communications strategy. This facilitates e-mail, social networking via Facebook and Twitter. Because of the relatively inexpensive nature of these devices they have become the prime interface in South East Asia. This therefore becomes an important part of the marketing strategy for that reason.
 

电子邮件链接———E-Mail links
 

E-Mail is now the globalized communication media of choice. E-Mail links should be used on all important communication media for the business i.e. websites, business cards, newsletters, communication links etc.
 

广告———ADVERTISING
 

This is one of the most important tools for business growth. No marketing strategy is complete without planning your advertising campaign. A great advertising strategy works on the basis of brand development and getting the customer to recognise that brand and consider it the product of choice. Brands need to consider what the customer will place against that hallmark. It may be quality of goods or services, value for money, green policies, reliability, customer service etc. For example looking at Wallmart – They appeal to the mass of working class people and have been associated as providing reasonable quality goods, at inexpensive prices but with a high degree of service and customer satisfaction. Harrods in London might be at the opposite end providing high quality goods, at expensive prices because they are dealing with a more affluent client base. [See Bob Morell video talking about the power of Advertising at Times Square New York City.#p#分页标题#e#
 

Hence in advertising it is important to recognize your target audience and provide the style that meets that customer’s needs. It is the question of identification with the customers and understanding your product in the way the customer will want to perceive it. It is important to develop a unique advertising message this covers the marketing objectives and makes you stand out against the competition. This needs to be catchy and visually appealing. This has often been associated with music. For example a Jeweller might have diamonds as the main product sale and use the catchphrase ‘Diamonds are Forever’ as associated with Ian Flemings James Bond character. The song was sung by Shirley Bassey and was aimed at the cool sophisticated suave ladies. Market identity of the customer is essential when developing advertising catch phrases.