目 录 

第一章 商务策划概述 ······································································································ 1 

第一节 概念，属性，要素·························································································· 3 

一、策划的概念 ·········································································································· 3 

二、策划的属性 ·········································································································· 5 

三、策划的要素 ·········································································································· 6 

第二节 形成历史与当代发展······················································································ 7 

一、交换产生“商务” ······························································································ 7 

二、竞争产生“策划” ······························································································ 8 

三、策划的起源和发展 ······························································································ 9 

四、策划的当代发展趋势 ························································································ 11 

第三节 商务策划的基本原理···················································································· 15 

一、策划的奇正原理 ································································································ 16 

二、策划的系统原理 ································································································ 17 

三、策划的博弈原理 ································································································ 18 

四、策划的裂变原理 ································································································ 19 

五、策划的整合原理 ································································································ 19 

六、策划的简易原理 ································································································ 20 

第四节 商务策划特征与原则···················································································· 21 

一、商务策划的4大特征 ·························································································· 21 

二、商务策划的5大原则 ·························································································· 23 

第五节 商务策划功能与运用···················································································· 26 

一、策划的主要功能 ································································································ 26 

二、策划的商务作用 ································································································ 27 

三、商务策划的运用领域 ························································································ 28 

第六节 商务策划与大学生的市场生存力································································ 30 

第二章 人脑与思维 ······································································································· 33 

第一节 人脑的结构与功能························································································ 35 

一、人脑的功能 ········································································································ 35 

二、左脑与右脑 ········································································································ 36 

三、右脑的开发 ········································································································ 38

商务策划学(第IV 3版) 

四、右脑能力自我测试 ···························································································· 38 

第二节 思维的概念与形态························································································ 43 

一、思维的概念 ········································································································ 43 

二、思维的形态 ········································································································ 44 

三、思维力的提升 ···································································································· 45 

第三节 创新思维及其特点························································································ 45 

一、创新思维 ············································································································ 45 

二、培养创新思维 ···································································································· 46 

三、商性思维 ············································································································ 49 

第四节 智力、智商与智慧························································································ 49 

一、智力 ···················································································································· 49 

二、智商 ···················································································································· 51 

三、智慧 ···················································································································· 52 

第五节 创新思维能力提升训练················································································ 53 

一、发散思维 ············································································································ 57 

二、聚敛思维 ············································································································ 57 

三、逆向变通思维 ···································································································· 58 

四、形象联想思维 ···································································································· 58 

第三章 创新思维的特征与形式 ····················································································· 61 

第一节 创新与创新思维···························································································· 63 

一、创新的概念 ········································································································ 63 

二、知识创新及其特点 ···························································································· 63 

三、“创新”与“发现”“发明” ········································································ 64 

第二节 创新思维与策划思维···················································································· 65 

一、创新思维的概念 ································································································ 65 

二、创新思维的基本特征 ························································································ 65 

三、创新思维的作用 ································································································ 66 

四、策划思维就是创新思维 ···················································································· 67 

第三节 策划思维的能力培养···················································································· 70 

一、发散思维的培养 ································································································ 70 

二、形象思维、直觉思维和逻辑思维的培养 ························································ 71 

三、辩证思维的培养 ································································································ 71 

四、横纵思维的培养 ································································································ 73 

第四节 策划思维的基本过程···················································································· 73 

一、创新思维的4大阶段 ·························································································· 74 

二、典型的“思维过程说” ···················································································· 77 

第五节 创新思维类型与技法···················································································· 79

目 录 V 

第四章 创意原理与基本规律 ························································································· 83 

第一节 创意的原理与特性························································································ 85 

一、创意是什么 ········································································································ 85 

二、创意的理论 ········································································································ 86 

第二节 创意的基本规律···························································································· 88 

一、创意的基本规律 ································································································ 88 

二、创意实现的原则 ································································································ 89 

第三节 创意程序与技法···························································································· 92 

一、创意产生的3要素 ······························································································ 93 

二、创意的过程 ········································································································ 93 

三、创意的典型技法 ································································································ 95 

第四节 创意经济与产业发展·················································································· 101 

一、创意产业的概念 ······························································································102 

二、创意产业的特点 ······························································································103 

三、创意产业的发展 ······························································································104 

四、我国创意产业发展现状 ··················································································106 

第五章 策划思维分析与运用 ······················································································· 109 

第一节 策划思维的结构形态·················································································· 111 

一、思维结构 ·········································································································· 111 

二、思维程序 ·········································································································· 112 

第二节 思维导图及其运用······················································································ 113 

一、思维导图 ·········································································································· 113 

二、其他脑图 ·········································································································· 115 

三、思维导图运用方法 ·························································································· 116 

第三节 商务策划思维模型······················································································ 118 

一、思维策划模型的含义 ······················································································ 119 

二、四维策划模型定性分析 ··················································································120 

三、四维策划模型定量分析 ··················································································121 

第四节 商务策划实战案例······················································································ 123 

一、个人生涯策划 ··································································································123 

二、项目经营策划 ··································································································125 

三、产品经营策划 ··································································································128 

四、企业经营策划 ··································································································132 

五、资本经营策划 ··································································································136 

第六章 商务策划的方法 ······························································································ 143 

第一节 方法的特性与策划意义·············································································· 145

商务策划学(第VI 3版) 

一、方法的特性 ······································································································145 

二、方法论的策划意义 ··························································································146 

第二节 策划的一般方法·························································································· 148 

一、系统分析法 ······································································································149 

二、综合分析法 ······································································································151 

三、逻辑分析法 ······································································································152 

四、人文法 ··············································································································153 

五、体式法 ··············································································································153 

第三节 商务策划的方法·························································································· 154 

一、罗列细分法 ······································································································155 

二、重点强化法 ······································································································155 

三、整合求异法 ······································································································156 

四、借势增值法 ······································································································157 

五、逆向变通法 ······································································································159 

六、连环伏笔法 ······································································································162 

七、模板模仿法 ······································································································164 

八、策划的特殊方法 ······························································································165 

第四节 策划方法整合运用案例·············································································· 166 

一、策划思路 ··········································································································166 

二、策划过程 ··········································································································167 

三、方法解析 ··········································································································171 

第七章 商务策划书的写作 ·························································································· 173 

第一节 策划书的结构与类型·················································································· 175 

一、策划书的结构与内容 ······················································································175 

二、商务策划书的主要类型 ··················································································177 三、商务策划书的写作 ··························································································177 

四、策划书的评价标准 ··························································································178 

第二节 产品营销策划案·························································································· 179 

第三节 广告策划案·································································································· 187 

第四节 大型活动策划案·························································································· 193 

第五节 求职策划案·································································································· 202 

一、营销自我的策划案 ··························································································202 

二、个人简历 ··········································································································203 

第八章 商务策划执行与沟通 ······················································································· 205 

第一节 商务策划的执行实施·················································································· 207 

一、执行之难 ··········································································································207

目 录 VII 

二、执行之本 ··········································································································208 

第二节 商务策划与商务沟通·················································································· 209 

一、沟通实现策划 ··································································································209 

二、商务沟通的步骤与原理 ··················································································212 

第三节 商务策划实施原则······················································································ 213 

一、“3个一致” ····································································································213 

二、“5个必须” ····································································································214 

第四节 策划产品的营销·························································································· 216 

一、业务流程 ··········································································································216 

二、策划项目样本 ··································································································217 

三、销售业务谈判 ··································································································220 

第九章 商务策划人才与培训 ······················································································· 223 

第一节 基本素养与知识结构·················································································· 225 

一、心态大于技巧 ··································································································225 

二、习惯强于知识 ··································································································226 

三、商务策划师的基本立场 ··················································································227 

四、商务策划师的思维素质 ··················································································229 

五、商务策划师的知识结构 ··················································································230 

第二节 基本能力与潜能开发·················································································· 232 

一、观察能力 ··········································································································232 

二、表达能力 ··········································································································232 

三、沟通能力 ··········································································································234 

四、“商能” ··········································································································237 

五、潜能开发 ··········································································································238 

第三节 职业生涯发展与提升·················································································· 239 

一、商务策划师的3种类型 ····················································································239 

二、商务策划师资质认证 ······················································································240 

三、创新潜能自测 ··································································································241 

四、必读书 ··············································································································244 

第四节 商务策划师资质标准·················································································· 245 

一、《商务策划师资质评价标准》(2005版)························································245 

二、商务策划师资质认证业绩评价办法 ······························································249 

参考文献 ······················································································································· 251