第一篇：自我鑒定內容與結構

自我鑒定內容與結構

寫自我鑒定大多數人都是在網上直接搜索一篇與本人相近的范文，然后照抄。其實網上的一些范文格式并不標準，一份好的自我鑒定的標準模式應由標題、正文和落款三部分構成。

（1）標題。自我簽定的標題有兩種形式：

1）性質內容加文種構成，如《學年教學工作自我鑒定》。

2）用文種“自我鑒定”作標題。如果是填寫自我鑒定表格，不寫標題。

（2）正文。正文由前言、優點、缺點、今后打算四部分構成。

1）前言。概括全文，常用“本學年個人優缺點如下：”“本期業務培訓結束了，為發揚成績，克服不足，以利今后工作學習，特自我鑒定如下：”等習慣用語引出正文主要內容。

2）優點。一般習慣按政治思想表現、業務工作、學習等方面的內容逐一寫出自己成績長處。

3）缺點。一般習慣從主要缺點寫到次要問題或只寫主要的，次要一筆帶過。

4）今后打算。用簡潔明了的語言概括今后的打算，表明態度，如“今后我一定×××，爭取進步”等。

自我鑒定的正方行文，可用一段式，也可用多段式。要實事求是，條理清晰，用語準確。

（3）落款。

在右下方署明鑒定人姓名；并在下面注明年、月、日期

你的自我鑒定是否符合此標準呢？

來源于：http://xiexiebang.com/ziwojianding/

第二篇：市場營銷策劃書的結構與內容

市場營銷策劃書的結構與內容

市場營銷策劃書沒有一成不變的格式，它依據產品或營銷活動的不同要求，在策劃的內容與編制格式上也有變化。但是，從營銷策劃活動一般規律來看，其 中有些要素是共同的。營銷策劃書的基本結構可分為以下幾項。

封面

策劃書的封面可提供以下信息：1.策劃書的名稱；2.專業、班級、小組及小組成員的名稱；3.策劃完成日期及本策劃適用時間段。

前言

簡單介紹此次營銷策劃的產品，策劃實施的時間、范圍，以及策劃的概略情況。

目錄

目錄的內容也是策劃書的重要部分，是務必讓人讀后了解策劃的全貌。目錄具有與標題相同的作用，同時也應使閱讀者能方便地查尋營銷策劃書的內容。

正文

正文是營銷策劃書中最重要的部分，具體包括以下幾個方面內容：

1、策劃書概述。

（1）產品簡介

（2）營銷策劃目的部分主要是對本次營銷策劃所要實現的目標進行全面描述，它是本次營銷策劃活動的原因和動力。如《長城計算機市場營銷企劃書》文案中，對企劃書的目的說明得非常具體。首先強調“9000B的市場營銷不僅僅是公司的一個普通產品的市場營銷”，然后說明9000B營銷成敗對公司長遠、近期利益和長城系列產品重要性，要求公司各級領導及各環節部門達成共識，高質量完成任務。這一部分使整個方案的目標方向非常明確、突出。

2、市場狀況分析。著重分析以下因素：

(1)宏觀環境分析。著重對與本次營銷活動相關的宏觀環境進行分析，包括政治、經濟、文化、法律、科技等。

(2)產品分析。主要分析本產品的優勢、劣勢、在同類產品中的競爭力、在消費者心目中的地位、在市場上的銷售力等。

(3)競爭者分析。分析本企業主要競爭者的有關情況，包括競爭產品的優勢、劣勢，競爭產品營銷狀況，競爭企業整體情況等。

(4)消費者分析。對產品消費對象的年齡、性別、職業、消費習慣、文化層次等進行分析。

以上市場狀況的分析是在市場調研取得第一手資料的基礎上進行的。

3、市場機會與問題分析。營銷方案是對市場機會的把握和策略的運用，因此分析市場機會就成了營銷策劃的關鍵。只要找準了市場機會，策劃就成功了一半。

(1)營銷現狀分析。對企業產品的現行營銷狀況進行具體分析，找出營銷中存在的具體問題點，并深入分析其原因。

(2)市場機會分析。根據前面提出的問題，分析企業及產品在市場中的機會點，為營銷方案的出臺做準備。

（3）戰略規劃。通過市場機會與問題的分析，對如何發揮產品優勢、市場機會以及如何規避產品劣勢、市場威脅進行總結性的描述。

4、確定具體行銷方案。針對營銷中問題點和機會點的分析，提出達到營銷目標的具體行銷方案。行銷方案主要由市場定位和4P’s組合兩部分組成，具體體現兩個主要問題：

(1)本產品的市場定位是什么？

(2)本產品的4P’s組合具體是怎樣的？具體的產品方案、價格方案、分銷方案和促銷方案是怎樣的？

5、營銷預算

這一部分記載的是整個營銷方案推進過程中的費用投入，其原則是以較少投入獲得最優效果。用列表的方法標出營銷費用也是經常被運用的，其優點是醒目易讀。

6、行動方案

把策劃活動起止全部過程擬成時間表，具體到何日何時要做什么都標注清楚，作為策劃進行過程中的控制與檢查。進度表應盡量簡化，在一張紙上擬出。人員分配及場地此項內容應說明具體營銷策劃活動中各個人員負責的具體事項及所需物品和場地的落實情況。

附錄

附錄的作用在于提供策劃客觀性的證明。因此，凡是有助于閱讀者對策劃內容理解、信任的資料都可以考慮敖附錄。但是，可列可不列的資料還是以不列為宜，這樣可以更加突出重點。

附錄的另一種形式是提供原始資料，如消費者問卷的樣本、座談會原始照片等圖像資料。附錄也要標明順序，以便閱讀者查找。

第三篇：營銷策劃書結構與內容專題

營銷策劃書的結構與內容

營銷策劃書的基本結構可分為以下十項。

1、封面

策劃書的封面可提供以下信息:

a.策劃書的名稱

b.被策劃的客戶

c.策劃機構或策劃人的名稱

d.策劃完成日期及本策劃適用時間段

e.編號

2、前言

前言或序言是策劃書正式內容前的情況說明部分，內容應簡明扼要，最多不要超過500字，讓人一目了然。其內容主要是:

a.本次策劃的重要性與必要性。

b.策劃的概況，即策劃的過程及達到的目的。

3、目錄

目錄的內容也是策劃書的重要部分。封面引人注目，前言使人開始感興趣，那么，目錄就務必讓人讀后了解策劃的全貌。目錄具有與標題相同的作用，同時也應使閱讀者能方便地查尋營銷策劃書的內容。

4、概要提示

閱讀者應能夠通過概要提示大致理解策劃內容的要點。概要提示的撰寫同樣要求簡明扼要，篇幅不能過長，一般控制在一頁紙內。另外，概要提示不是簡單地把策劃內容予以列舉，而是要單獨成一個系統，因此其遣詞造句等都要仔細斟酌，要起到一滴水見大海的效果。

5、正文

正文是營銷策劃書中最重要的部分，具體包括以下幾方面內容:

(1)營銷策劃的目的。營銷策劃目的部分主要是對本次營銷策劃所要實現的目標進行全面描述，它是本次營銷策劃活動的原因和動力。這一部分使整個方案的目標方向非常明確、突出。

(2)市場狀況分析。著重分析以下因素:

a.宏觀環境分析。著重對與本次營銷活動相關的宏觀環境進行分析，包括政治、經濟、文化、法律、科技等。

b.產品分析。主要分析本產品的優勢、劣勢、在同類產品中的競爭力、在消費者心目中的地位、在市場上的銷售力等。

c.競爭者分析。分析本企業主要競爭者的有關情況，包括競爭產品的優勢、劣勢，競爭產品營銷狀況，競爭企業整體情況等。

d.消費者分析。對產品消費對象的年齡、性別、職業、消費習慣、文化層次等進行分析。

以上市場狀況的分析是在市場調研取得第一手資料的基礎上進行的。

(3)市場機會與問題分析。營銷方案是對市場機會的把握和策略的運用，因此分析市場機會就成了營銷策劃的關鍵。只要找準了市場機會，策劃就成功了一半。a.營銷現狀分析。對企業產品的現行營銷狀況進行具體分析，找出營銷中存在的具體問題點，并深人分析其原因。

b.市場機會分析。根據前面提出的問題，分析企業及產品在市場中的機會點，為營銷方案的出臺做準備。

(4)確定具體行銷方案。針對營銷中問題點和機會點的分析，提出達到營銷目標的具體行銷方案。行銷方案主要由市場定位和4P's組合兩部分組成，具體體現兩個主要問題:

a.本產品的市場定位是什么?

b.本產品的4P's組合具體是怎樣的?具體的產品方案、價格方案、分銷方案和促銷方案是怎樣的?

6、預算

這一部分記載的是整個營銷方案推進過程中的費用投人，包括營銷過程中的總費用、階段費用、項目費用等，其原則是以較少投人獲得最優效果。用列表的方法標出營銷費用也是經常被運用的，其優點是醒目易讀。

7、進度表

把策劃活動起止全部過程擬成時間表，具體到何日何時要做什么都標注清楚，作為策劃進行過程中的控制與檢查。進度表應盡量簡化，在一張紙上擬出。

8、人員分配及場地

此項內容應說明具體營銷策劃活動中各個人員負責的具體事項及所需物品和場地的落實情況。

9、結束語

結束語在整個策劃書中可有可無，t主要起到與前言的呼應作用，使策劃書有一個圓滿的結束，不致使人感到太突然。

10、附錄

附錄的作用在于提供策劃客觀性的證明。因此，凡是有助于閱讀者對策劃內容理解、信任的資料都可以考慮列人附錄。但是，可列可不列的資料還是以不列為宜，這樣可以更加突出重點。附錄的另一種形式是提供原始資料，如消費者問卷的樣本、座談會原始照片等圖像資料。附錄也要標明順序，以便閱讀者查找。

第四篇：臨床研究總結報告結構與內容

兆科藥業（合肥）有限公司

文件編號：

版本號：V4.0 SOP-MW-006 Relevant File NO.1 Structure and Content of Clinical Study Summary Report

Structure and Content of Clinical Study Summary Report:

? Page 1（the contents of each title in page 1 should be listed in separate page）1.Title Page Title page should includes：Generic name of investigation product, drug registration applicant(with seal), research type, research number, study initiation date, study termination date, principal investigator(with signature), study site(with seal), signature of responsible leader of statistics and seal of statistical company, contact information of application, report date, source information retaining site.2.Table of Contents Present the table of contents and corresponding page number of clinical trial summary report.3.Synopsis of Study Report Briefly introduce the accomplished study, and describe the results with meaningful data rather than written description and P-value.4.Ethics-related Information Declare that this completed clinical trial is conducted in compliance with the ethical principles of medical research of human that have their origin in the Declaration of Helsinki, and that has received independent ethics committee/institutional review board approval, as well as the revision application.The approval document of ethics committee, the clinical trial information which is provided to subjects and the sample of subjects’ informed consent form should be provided.5.Clinical Investigators The clinical trial principal investigator’s name, site, duty in this study and CV(is given in appendix)should be provided, as well as the principal investigators, participants, director of statistical analysis and the writer of clinical study final report.6.Abbreviations The full names of abbreviations in study final report.? Main text 1.Introduction

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兆科藥業（合肥）有限公司

文件編號：

版本號：V4.0 Introduce the background, foundation, appropriateness, target population of the investigational product, along with the current therapies and therapeutic efficacy.To document the basic of the conduct of this study, and the cooperation between declarer and clinical study site.2.Trial Objectives The objectives to achieve of this clinical study.3.Trial Management Description of the management structure, management process and the status of conducting in accordance with GCP, should include the information of the training for the participants as well as monitoring/audit, regulations of reporting adverse events, quality control of laboratories, statistics/data management, appropriate action for the problems occur during this study.4.Trial Design

4.1 Description of the Trial Design and Protocol

The description should be concise and clear, if required, relevant graphs can be used to describe directly.A description of the trial design should include: treatment(drug, dose and use), subjects and the sample size, blinding（un-blinded, single-blinded, double-blinded）, control types, trial design(parallel and crossover)，methods of assigning(random, stratified), duration of the trial and the sequence(the time period between pre-randomization to termination of treatment;the time of treatment interrupting., single-blinding or double-blinding, randomization;to illustrate time arrangement directly by schematic diagram as possible), processing plan and interim analysis for data auditing, problems of safety or special cases.4.2 Consideration of Trial Design and Choosing Control Group d To describe the deterministic accordance and rationality of setting the control group.If control group has not been set, an explanation should be provided;detailed explanations for overcoming selection bias should be provided if without using randomization.To declare the rational consideration of trial-related drug washout period and dose interval.4.3 Selection of Subjects

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兆科藥業（合肥）有限公司

文件編號：

版本號：V4.0 Illustrate the indications, inclusion criteria, exclusion criteria and deletion criteria.4.4 Trial Process Describe the applicable process and related information of the investigational product in detail.The name, specification, dosage form, source(s), batch number(should record each batch number of the investigational product(s)if more than one batch number is used), date of expiration and preservation condition of the investigational product should be provided, as well as the detailed description for the investigational product administration(includes reference(s)for dose determination, route of administration, dosage and administration time).Provide detailed description of the method and procedure of random assignment.To describe the procedure of blinding(label, blind table, emergency document, double-dummy technique), situation of emergent unblinding.Appropriate measures should be taken to prevent distinguishing the investigational product and comparator, and to insure blinding could be administrated during data auditing or interim analysis.A specific statement of control bias should be provided, if blinding is inappropriate or permitted.In addition to the investigational product, information of the other drug should be provided, including administration, prohibition, record and guidelines, as well as the evaluation for the regarding results of any effects on investigational product.Provide the details of actions to secure compliance of the subjects, such as investigational products accountability, subjects’ diaries.4.5 Parameters of Efficacy and Safety Detailed information should be provided about the parameters of efficacy and safety, laboratory examination, examination scheduling, examination methods, responsible staffs, flow chart, notes, definition of parameters and the tests results(including ECG, EEG, imaging tests and laboratory tests).The way of receiving adverse events data, criteria and handling of adverse events, should be provided.The primary criteria of endpoint for evaluating therapeutic effect should be illustrated clearly, the

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兆科藥業（合肥）有限公司

文件編號：

版本號：V4.0 relevant evidence for determination(such as literatures, guidelines)should be provided, also, relevant evidence should be provided if substituted criteria is use，When measuring drug concentration, should specifies the sampling time of biological samples and the interval administration time, and the possible influence of diet, drug combination, cigarette, alcohol, coffee during the time the subjects receiving investigational product and sampling.Sample processing and measurement should be gone through by method validation, and explanation for special cases should be provided.4.6 Quality Assurance for Data Brief description of quality assurance procedure for guaranteeing the data is accurate and reliable should be provided, including the condition of monitoring/auditing, consistency of entered data, range of the values, logical checking, and the procedure of blind reviewing.When necessary, quality-control-related document should be provided, such as the source documents of consistency checking, range of values, rationality checking, blind reviewing, and the record of the communication of investigator(s)and monitor(s).4.7 Proposal of Statistics Handling and Sample Size Determination

Should clearly describe the definition of analysis set(including Fully Analysis Set, Per Protocol Set(PPS), Safety Database Set, which are all determined by Intention To Treat Principle), types of trial(superiority, equivalence or non-inferiority), definition of primary indicator and secondary indicator, statistical analysis method for all kinds of parameters(the method and software should be recognized worldwide), the methods of evaluating therapeutic effects and safety.Should provide description which is focused on the way of analysis, comparison and statistical tests, and the handling of outliers and missing data, including descriptive analysis, parameter estimation, hypothesis testing, analysis of covariate(including the handling of central effect during multicentre trials).Should describe for the hypothesis of testing and treatment effect to be estimated, methods of statistical analysis and relevant statistical model.Treatment effect estimating should be provided with confidence interval along with calculation method.About the hypothesis testing, should specify to use whether one-side test or two-side test, the reasons for using one-side test should be provide.4 / 10

兆科藥業（合肥）有限公司

文件編號：

版本號：V4.0 The definition of all kinds of primary and secondary indicators should be described clearly as well as the exclusion of some cases, along with reasons and detailed description.Calculation method of sample size, calculation procedure, the estimated value of statistics during calculating and its source.4.8 Amendment during Study Trial It is inadvisable to amend study protocol, if amendment is required, any amendments(such as changes of treatment groups, inclusion criteria, dosage, sample size), should be explained and has the approval of ethics committee.The amending time, reasons, procedure and whether it has filed should be described in detailed, as well as to demonstrate the effects for the evaluation for the results of the study.4.9

Interim Analysis To illustrate whether it has interim analysis, if has, should conduct in accordance with the definite study protocol and explain the calculation method of alpha spending function.5.Results 5.1 Subjects 5.1.1 Inclusion of Subjects The number of the subjects involved could be described by chart, including the number of screening, randomization, subject completion and subject incompletion(including those withdraw, be removed, interrupt, and drop out).For the reasons of exclusion, incompletion(including visit missing, adverse effect, poor compliance), whether continue to visit after withdrawing, whether to conduct unblinding when withdrawing, should be analyzed and described.Meanwhile, subjects’ demographic information and the other situation of drug combination should be described.5.1.2 Deviations From the Study Protocol Should describe all the deviations from inclusion criteria, exclusion criteria, subject management, subject evaluation and study procedure.Below should be listed in the report, summarized and analyzed: ? ?

The subject(s)who is/are involved but not be eligible for inclusion in this study.The subject(s)who is/are eligible for the exclusion criteria but not yet to be excluded.5 / 10 兆科藥業（合肥）有限公司

文件編號：

版本號：V4.0

? ? The subject(s)who has/have received incorrect treatment or dosage.The subject(s)who take(s)prohibited medication(s)contemporarily.5.2 Evaluation of Efficacy 5.2.1 Effects Analysis Data Set

Should provide specific definition for the subjects who are involved in effects analysis, including the subjects who have received investigational product, completed the study in accordance with study protocol，or all the subjects who have specific compliance.Should analyze the fully analysis set in general.Should provide detailed description for those subjects who have received investigational product but not yet to be involved to effects analysis data set.5.2.2 Demography and the other Baseline Data To conduct comparable analysis between the trial group by demographic parameter and baseline characteristic data, in general, including the analysis of the fully analysis set which is confirmed by Intention to Treat Principle, and the analysis which is in accordance with protocol set.In multicentre trial, the comparability of each center should be compared.The analysis should includes, age, gender, human race, target disease inclusion criteria, disease progress, severity, clinical specific symptoms, laboratory examination, important prognostic indicator, diseases combined, past history, the other trial-influent factors(such as weight, antibody level)and the other relevant index(such as smoking, alcohol, special diet and menstruation).5.2.3 Compliance To summarize and analyze the measured compliance of each subject(對每個受試者依從性測量的總結及分析。)Should describe the methods/parameters of assurance and recording compliance, such as calculation of medication administration, daily diary card.5.2.4 Analysis of Effects To compare the difference by comparing primary effect index, secondary effect index, pharmacokinetic parameter.Should conduct benefit/risk assessment on each subject when necessary.6 / 10

兆科藥業（合肥）有限公司

文件編號：

版本號：V4.0 To perform FAS analysis and PP analysis according to the protocol as stipulated in trial design.Should analyze the classification indicator and numerical index of protocol, provide description of definition basic for newly-setting classification indicator, and if possible, time process which is produced by effect also should be provided.Each branch center of multicentre trial should provide descriptive analysis results(brief summary of branch center), and hypothesis testing may not need to conduct if the sample size is limited.Branch center brief summary should be written by its principal investigator, along with the seal of that branch center and writer’s signature in the title page.The contents should include the relevant information of that center, situation of subject inclusion, deviations from trial protocol, baseline of e.g., demography, descriptive analysis of data, statistical description of primary therapeutic effect index and secondary therapeutic effect index, handling and descriptive statistics of generated adverse effects, comments for the clinical trial of the principal investigator from corresponding branch center.5.2.5 Brief Summary of Efficacy Briefly summarize the efficacy and clinical significance of investigation product by analyzing the primary and secondary therapeutic effect index.5.3 Evaluation of Safety

The subject, who has received investigational products at least once, should be included into safety analytic set.Evaluation of safety has three parts, Part 1: subjects’ level of administering investigational product/exposure, which refers to the dosage, treatment period(s), and number of receiving investigational product;Part 2: to classify the common adverse event and laboratory index in a rational way, compare the difference between each group by using appropriate statistical analysis method, and analyze the possible factors(such as time dependence, dosage, concentration, demographic characteristics)of affecting the frequency of adverse effects/events;Part 3, serious adverse events and the other important adverse event(refer to those adverse events which need clinical procedure, such as stop to receive investigation product, reduce dosage and the other medical treatment)are determined by analyzing the subject(s)who withdraw the trial because of adverse event(s).The causal relationship between all the adverse events and investigational

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兆科藥業（合肥）有限公司

文件編號：

版本號：V4.0 product should be specified.The present adverse event can be summarized by chart, for the adverse events that need to focus on, should provide detailed description.The adverse events of investigational product and control drug should be reported.5.3.1 Level of Administering Investigational Product/Exposure Administering investigational product/exposure time may be described by mean and median, and the number of subjects in some specific period, meanwhile the number of subjects of each sub-group may be listed by the items, such as age, gender, disease, etc.Dose of administering investigational product/exposure may be described by mean and median, also can be expressed as the number of subjects of daily average dose.Administering investigational product/exposure time and dose may be described conjunctively(e.g., the number of subjects in a dose group if the administering investigational product time is at least one month), in the mean time the number of subjects of each sub-group should be listed by the items, such as age, gender, disease.The drug concentration which is related to adverse events or laboratory testing abnormalities should be provided.5.3.2 Analysis of Adverse Event Should analyze all the adverse events of investigational product and control drug, and be illustrated directly by using graphs and charts, which should reveal the frequency, severity of adverse events, also the causal relationship of adverse events and drug administration, adverse events of each system.To compare the frequency of adverse events of treatment group and control group, preferably to compare separately in combination with the severity and causal judgment, if necessary, should analyze the relevance between adverse events and dose of administration, time of administration, feature of baseline and demographic characteristic, respectively.Serious adverse event and the important adverse event that principal investigator consider need to be reported, should be reported and analyzed additionally and attached with case report..The attachment would provide the case report of each subject who has serious adverse event and important adverse event, including case number, demographic characteristic, details of the occurrence of adverse event(initiation time, duration, severity, treatment and the result)and judgment for causal relationship, etc.8 / 10

兆科藥業（合肥）有限公司

文件編號：

版本號：V4.0 5.3.3 Safety-related Laboratory Examination According to professional judgment, it would eliminate the non-significant abnormalities that have not relationship with safety, besides, description for significant abnormalities of laboratory examination will be provided.Also, it would supply abnormal items list and the form for the analysis and statistics of treatment group and control group, and the discussion of the changing clinical significance as well as the relationship with investigational product.5.3.4 Brief Summary of Safety Provide overall summary to safety of investigational product, and focus on the adverse event that results in dose adjustment, requiring other treatments, investigational product discontinuation or death.Would present the possible significance of safety for the widely use in clinic of investigational product.5.4 Discussion and Conclusion

Summarize the result of safety and efficacy of clinical study, also, discuss and measure the risk and benefit of investigation product.Briefly and repeatedly report the results are not permitted, as well as raise new result(s).The conclusion should provide evaluation of its significance and possible problems, description for the individual or population obtained benefits during treatment of and problems need to be noticed, and the significance for further study.5.5 Statistical Analysis Report Statistical analyses report, which is provided in appendices, includes, 1.Brief description for the information collection and arrangement of the procedure of the whole clinical trial, which includes objectives, study design, randomization, blinding, blinding review, definition of primary object and secondary objective, regulations of statistical analyses set, handling for missing values and outliers.2．Accurate and complete description of statistical model, which includes, choosing statistical analysis software(should provide the full name and version of the statistical analysis software), the contents of statistical description, regulation for significant level, the choice its reasons for conducting hypothesis testing and establishing confidential interval.If data transformation has been conducted during the process of statistical analyses, rationale of data transformation, and explanation for the assessment of treatment response(base on the transformational data), would be provided.3.Description of the characteristics of baseline for subject inclusion of each group, also the results of statistical tests.4.Statistical description for

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兆科藥業（合肥）有限公司

文件編號：

版本號：V4.0 each observation index(primary index, secondary index and composite index, index of comprehensive evaluation and substituted index)for each group and the results of hypothesis testing.Statistical description results of each observation time;also the test statistics and p-value of hypothesis testing would be provided;for instance, the results of t-test(which can be used to determine if two sets of data are significantly different form each other)should include the case number of each sample, mean value, minimum value, maximum value, t-value and p-value.When conducing analysis of variance for efficiently analyzing the primary index, at least should includes mean value and standard deviation of each site and analysis of covariance form(which would take each treatment, the factor of each site and baseline into analyzing).For the information of crossover design, including the information of treatment sequence and its number of subjects, each baseline at the beginning of each phase, washout period and its duration, the situation of drop-out in each phase and ANOVA table(for analyzing treatment, phase and the interaction of treatment and phase).5.The safety evaluation of each group is mainly described by statistical description, including situation of administrating medication(duration, dosage and medication concentration), adverse event rate, detailed description of adverse event, the changes of laboratory tests results before and after the trial, abnormal changes and its relationship with investigational product.The results above should be indicated by statistical table and chart as much as possible, and the conclusion of statistical analyses should be illustrated by accurate statistics glossary.All the statistical calculation procedure should be save as a file so as to audit.6.References Relevant references should be listed in accordance with Vancouver Style, and the copy of principal references should provide in appendix.10 / 10

第五篇：市場營銷策劃書的結構與內容

2.3.1 市場營銷策劃書的結構與內容(1)封面

策劃書的封面可提供以下信息: a.策劃書的名稱； b.被策劃的客戶；

c.策劃機構或策劃人的名稱；

d.策劃完成日期及本策劃適用時間段； e.編號。(2)前言

前言或序言是策劃書正式內容前的情況說明部分，內容應簡明扼要，最多不要超過500字，讓人一目了然。其內容主要是: a.接受委托的情況；如:×公司接受×公司的委托，就××的廣告宣傳計劃進行具體策劃； b.本次策劃的重要性與必要性；

c.策劃的概況，即策劃的過程及達到的目的。(3)目錄

目錄的內容也是策劃書的重要部分。封面引人注目，前言使人開始感興趣，那么，目錄就務必讓人讀后了解策劃的全貌。目錄具有與標題相同的作用，同時也應使閱讀者能方便地查尋營銷策劃書的內容。(4)概要提示

閱讀者應能夠通過概要提示大致理解策劃內容的要點。概要提示的撰寫同樣要求簡明扼要，篇幅不能過長，一般控制在一頁紙內。另外，概要提示不是簡單地把策劃內容予以列舉，而是要單獨成為一個系統，因此其遣詞造句等都要仔細斟酌，要起到一滴水見大海的效果。(5)正文

1)營銷策劃的目的。

2)市場狀況分析。著重分析以下因素: a.宏觀環境分析。著重對與本次營銷活動相關的宏觀環境進行分析，包括政治、經濟、文化、法律、科技等。

b.產品分析。主要分析本產品的優勢、劣勢、在同類產品中的競爭力、在消費者心目中的地位、在市場上的銷售力等。swot c.競爭者分析。分析本企業主要競爭者的有關情況，包括競爭產品的優勢、劣勢，競爭產品營銷狀況，競爭企業整體情況等。

d.消費者分析。對產品消費對象的年齡、性別、職業、消費習慣、文化層次等進行

分析。

以上市場狀況的分析是在市場調研取得第一手資料的基礎上進行的。3)市場機會與問題分析。a.營銷現狀分析。對企業產品的現行營銷狀況進行具體分析，找出營銷中存在的具體問題點，并深入分析其原因。

b.市場機會分析。根據前面提出的問題，分析企業及產品在市場中的機會點，為營銷方案的出臺做準備。

4)確定具體行銷方案。針對營銷中問題點和機會點的分析，提出達到營銷目標的具體行銷方案。行銷方案主要由市場定位和4Ps組合兩部分組成，具體體現兩個主要問題: a.本產品的市場定位是什么? b.本產品的4P′s組合具體是怎樣的?具體的產品方案、價格方案、分銷方案和促銷方案是怎樣的?(6)預算

這一部分記載的是整個營銷方案推進過程中的費用投入，包括營銷過程中的總費用、階段費用、項目費用等，其原則是以較少投入獲得最優效果。用列表的方法標出營銷費用也是經常被運用的，其優點是醒目易讀。(7)進度表

把策劃活動起止全部過程擬成時間表，具體到何日何時要做什么都標注清楚，作為策劃進行過程中的控制與檢查。進度表應盡量簡化，在一張紙上擬出。(8)人員分配及場地

此項內容應說明具體營銷策劃活動中各個人員負責的具體事項及所需物品和場地的落實情況。

(9)結束語

結束語在整個策劃書中可有可無，它主要起到與前言的呼應作用，使策劃書有一個圓滿的結束，不致使人感到太突然。(10)附錄

附錄的作用在于提供策劃客觀性的證明。因此，凡是有助于閱讀者對策劃內容理解、信任的資料都可以考慮列入附錄。但是，可列可不列的資料還是以不列為宜，這樣可以更加突出重點。附錄的另一種形式是提供原始資料，如消費者問卷的樣本、座談會原始照片等圖像資料。附錄也要標明順序，以便閱讀者查找。