模塊一 走進(jìn)市場(chǎng)營(yíng)銷(xiāo)沙盤(pán)的世界 ...........................................................................................1 任務(wù)一 認(rèn)識(shí)市場(chǎng)營(yíng)銷(xiāo)沙盤(pán) .........................................................................................................1 任務(wù)二 組建團(tuán)隊(duì) .........................................................................................................................5 任務(wù)三 經(jīng)營(yíng)模擬企業(yè) ...............................................................................................................11 【思考與探究】 ...............................................................................................................................16 模塊二 市場(chǎng)營(yíng)銷(xiāo)沙盤(pán)操作基礎(chǔ) ............................................................................................17 任務(wù)一 學(xué)習(xí)經(jīng)營(yíng)規(guī)則 ...............................................................................................................17 任務(wù)二 企業(yè)經(jīng)營(yíng)基本操作 ......................................................................................................41 任務(wù)三 特殊任務(wù)工具運(yùn)用 .......................................................................................................73 任務(wù)四 分析企業(yè)經(jīng)營(yíng)數(shù)據(jù) .......................................................................................................79 【思考與探究】 ...............................................................................................................................88 模塊三 制定經(jīng)營(yíng)戰(zhàn)略 ...........................................................................................................89 任務(wù)一 經(jīng)營(yíng)環(huán)境分析 ...............................................................................................................89 任務(wù)二 市場(chǎng)定位 .....................................................................................................................104 任務(wù)三 經(jīng)營(yíng)策略制定 .............................................................................................................110 【思考與探究】 .............................................................................................................................126 模塊四 市場(chǎng)營(yíng)銷(xiāo)沙盤(pán)實(shí)戰(zhàn)模擬 ..........................................................................................127 任務(wù)一 計(jì)劃管理，謀而后動(dòng)——第一年經(jīng)營(yíng) .....................................................................127 任務(wù)二 差異競(jìng)爭(zhēng)，多元發(fā)展——第二年經(jīng)營(yíng) .....................................................................142 任務(wù)三 決戰(zhàn)勝負(fù)，智者為王——第三年經(jīng)營(yíng) .....................................................................155 任務(wù)四 經(jīng)營(yíng)總結(jié) .....................................................................................................................170 模塊五 解密市場(chǎng)營(yíng)銷(xiāo)沙盤(pán)經(jīng)營(yíng) ..........................................................................................175 任務(wù)一 戰(zhàn)略——我們想成為什么樣的企業(yè) .........................................................................175 任務(wù)二 財(cái)務(wù)——誰(shuí)吸走我們的流動(dòng)資金 .............................................................................182 附錄A 教師指導(dǎo)平臺(tái) .........................................................................................................187