SME Operations Manual
市场营销 MARKETING
公司识别
Corporate Identity
商标
Trademarks
商标是用于企业之间进行区别的标志、名称或一件艺术形象。商标极具价值。企业拥有许多商标，细列如下：
A trademark is a symbol, name or piece of artwork that is used to distinguish one business from another. Trademarks are extremely valuable. The business has a number of trademarks as detailed below: 1. [输入商标的详细资料]
[Enter details of trademarks] 2. 3. 4.
所有员工都有负责确保这些商标只用于授权的商业用途，并遵从以下指示：
All team members are responsible for ensuring that these trademarks are only used for authorised business use and that the following guidelines are followed: 1．使用精确标准的企业标记，不得作任何改变和扭曲。
Always use our logo in the precise and standard form, without any variation or distortions. 2．不改变标志的比例、颜色或表现形式，或者标记中的任何其他部分。
Do not change the proportions, colour or appearance of our logo, or any other part of it. 3. 不缩写企业使用的任何口号，或者对其作任何添加。
Do not abbreviate any slogans we use, or add any words to them.
4. 不在未授权的任何产品上使用企业的标记或商标。
Do not use our logo or trademark on any products, which are not authorised.
IFC-CPDF
Page 45 of 81
SME Operations Manual
营销战略
Strategic Marketing
市场营销战略计划
Strategic Marketing Plan
企业应每年完成一份市场营销战略计划，确保企业的营销和促销活动与企
业的目的和目标相一致。
A Strategic Marketing Plan is prepared annually for the business to ensure that the marketing and promotional activities of the business are aligned to the goals
and objectives of the business.
在完成市场营销战略计划时，应考虑到企业的各个职能领域。
Each functional area of the business is consulted in the process of documenting the Strategic Marketing Plan.
在适当的时候，要投入一定的管理层人员和员工到该程序中。
Where appropriate, management and team member input is sought in this process. 请参阅：
Please refer to:
“市场营销战略计划模板”
“Marketing Strategic Plan Template.”
市场营销和促销日历
Marketing and Promotions Calendar
每年，作为年度战略计划的一部分，企业会准备一个市场营销和促销日历。该文件详细列出了该年度内的营销活动。这份文件对所有员工开放。要鼓励所有员工经常参阅此文件，以便获取最新的企业市场营销活动。 Each year as part of the annual strategic planning process the business will prepare a Marketing and Promotions Calendar. This document details the marketing activities of the business for the year. This document is available to all team members. All team members are encouraged to frequently review this document in order to have current information on the businesses marketing
Page 46 of 81
IFC-CPDF
SME Operations Manual
activities. 请参阅：
Please refer to:
“市场营销和促销日历”
“Marketing and Promotions Calendar”
IFC-CPDF
Page 47 of 81
SME Operations Manual
公共关系
Public Relations
媒体发布
Press Releases
企业有时会向本地媒体发布消息。这些消息发布总的来说是关于技术或产品开发，扩张计划或一般成功事迹报道。
From time to time the business will issue press releases to the local media. These releases will generally be on topics such as technology or product development, expansion plans or general success stories.
如果你认为有一个话题有向媒体发布的价值，请与你的经理讨论。 If you believe you have a topic which could form the basis of an interesting press release please discuss the matter with your Manager.
如果经理批准你的申请，他将与你一起制定媒体消息发布工作。
If your Manager approves your idea they will work with you to develop the Press Release. 请参阅：
Please refer to:
“新闻发布前期检查清单”
“Creating A Press Release Checklist”
一旦完成了媒体消息发布内容，就必须转呈市场部进行评估、批准，然后向本地媒体发布。市场部经理会评估并批准媒体发布活动。
Once you have completed the press release it must be forwarded to the
Marketing Department for review, approval and release to the local media. The Marketing Manager will review and approve the press release. 请参阅：
Please refer to:
“新闻发布前检查清单”
“Pre-Release Press Release Checklist” 关于企业的报道文章副本要装祯，并展示在整个经营场所中。
Copies of press articles about our business are framed and displayed throughout
IFC-CPDF
Page 48 of 81