市场营销案例分析大赛参赛指南
一、赛事宗旨
“市场营销案例分析大赛”（以下简称大赛）旨在提高学生在营销环节中的问题意识、解决问题的创新精神和理论联系实际的学习理念，培养具有较强的商务英语话语实践能力和较高人文素养的应用性复合型人才。大赛重点考察学生的创新思维能力和高端思维能力。大赛通过基于现代技术创建的赛事平台提高教学与学习的有效性，推动商务英语专业实践教学环节的发展与完善，促进实证研究性学习，满足新时期国家与社会对应用性外语人才的需求。
二、赛事细则
（一）参赛方式
- 在线报名
本项赛事为团体赛事。参赛院校负责组队，每个团队由3-5名学生组成，参赛团队可自行选择1名本校相关专业指导教师。。团队在大赛官方网站（bec.pigai.org）注册成功后（参见附件1）须在线填写《参赛团队及项目登记表》。经审核后符合参赛资格的团队可以参加比赛。参赛团队必须严格遵守大赛组委会规定的赛程安排，逾期者视为自动放弃。为便于大赛评选及表彰，大赛组委会鼓励院校多组队参赛，但不允许学生跨校或跨专业组队参赛。
- 作品提交与修改
参赛团队须根据大赛流程的规定，在每个环节规定的截止日期前,将参赛作品上传至赛事平台。每个团队的上传文件容量为50MB（包括报告的电子文档、音视频及图片等全部辅助性材料），超过容量上限将无法完成作品提交。该环节结束后将不能进行修改与提交。
3．咨询方式
大赛组委会联系电话：0451-86604611；0451-86604207 0451-86604968
大赛官方网站：bec.pigai.org
大赛咨询及投诉邮箱：bec_hlj@pigai.org
大赛QQ交流群： 244868178
（二）赛程安排
本届大赛时间为2014年9月10日至2014年11月10日，赛事流程如下：
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项目 |
时间 |
内容 |
|
注册报名 |
2014.9.10-2014.9.15 |
1.赛事平台发布参赛命题 2.参赛团队在大赛官方网站报名注册报名 3.参赛团队在线填写《参赛团队及项目登记表》 |
|
概述提交 |
2014.9.16-2014.9.25 |
1.参赛团队提交《市场营销案例概述》 2.参赛团队提交案例分析甘特图（参见附件2及术语表） 3.参赛团队提交《项目进程报告》 4.指导教师提交《指导纪要》 |
|
报告提交 |
2014.9.26-2014.10.15 |
1.参赛团队提交《市场营销案例分析报告》 2.参赛团队提交《项目进程报告》 3.指导教师提交《指导纪要》 4.参赛团队提交全部辅助性材料（可选项） |
|
PPT和演示视频 |
2014.10.16-10.21 |
|
|
结果公布 |
2014.11.5 |
公布获奖名单 |
（三）比赛内容
- 大赛主要考察选手以创新思维能力和高端思维能力为核心的商务英语话语实践能力，试题范围涉及市场营销学的相关理论及案例分析的方法与规范等。
- 大赛包括一个阶段性任务和一个最终任务。参赛团队围绕赛事主题依据命题要求自选题目，按照赛事流程安排依次完成《市场营销案例概述》和《市场营销案例分析报告》的写作任务并在赛事平台提交（PDF格式）。其中，《市场营销案例概述》正文长度为英文800-1000词，《市场营销案例分析报告》正文长度为英文1000-1500词。
- 每个阶段参赛团队必须提交一份用中文填写的《项目进程报告》（参见附件3），内容包括本阶段的分工情况、项目完成情况、问题及解决方案和本阶段反思4部分内容。
- 参赛团队提交的参赛作品必须为原创性作品。如有剽窃行为，一经查实，大赛组委会将取消该团队的参赛资格。
（四）指导教师要求
- 指导教师必须为参赛团队所在院校的正式在职教师。指导教师的职责是为参赛团队提供与比赛内容有关的辅导与帮助。指导教师与参赛团队根据自愿原则进行双向选择。
- 大赛组委会将在参赛团队报名结束后，将向各参赛院校核对指导教师身份。经核对指导教师身份无效者，大赛组委会将取消团队和该教师的参赛资格，并在大赛网站予以公布。
- 指导教师必须对参赛团队进行全程指导。指导教师须根据赛事流程的规定提交《指导纪要》（参见附件4）至赛事网络平台，内容包括时间、地点、参与人及指导内容摘要等。
三、命题原则与评分规则
（一）命题原则
在公平公正的原则下，大赛采用开放式命题方式，只公布赛事命题的主题和相关背景介绍。参赛选手需要围绕赛事主题，结合自身特点自行确定案例分析的题目。
（二）评分规则
大赛采用过程性评价与终结性评价相结合的原则，每个比赛项目均包括整体评分和分项评分。
1．市场营销案例概述评分量表
（1）市场营销案例概述整体评分量表
|
五档 |
有效完成任务，语言流畅得体，主题明确，思路清晰，要点概括全面。 |
|
四档 |
较好完成任务，语言较为流畅得体，主题较为明确，思路较为清晰，要点概括较为全面。 |
|
三档 |
完成任务，语言基本流畅，主题基本明确，思路基本清晰，能够概括基本要点。 |
|
二档 |
完成部分任务，语言不够流畅，思路不清晰，要点概括不足。 |
|
一档 |
不能完成任务。 |
（2）市场营销案例概述分项评分量表
|
维度
分档 |
要点概括 |
体裁规范 |
|
五档 |
源文理解深刻，主题明确，要点概括全面，信息整合充分。
|
语言的使用符合体裁规范和语篇功能要求，组织清晰，逻辑性强。 |
|
四档 |
源文理解较为深刻，主题较为明确，要点概括较为全面，信息整合较为充分。 |
语言的使用较为符合体裁规范和语篇功能要求，组织较为清晰，逻辑性较强。 |
|
三档 |
源文理解正确，主题基本明确，能够概括基本要点，信息整合不全面。 |
语言的使用基本符合体裁规范和语篇功能要求，组织基本清晰，具有逻辑性。 |
|
二档 |
源文理解不正确，主题不明确，不能够概括基本要点，信息整合差。 |
语言的使用不符合体裁规范和语篇功能要求，组织混乱，逻辑性差。 |
|
一档 |
不描述 |
不描述 |
2市场营销案例分析报告评分量表
（1）市场营销案例分析报告整体评分量表
|
五档 |
有效完成任务，语言流畅得体，分析深刻，观点鲜明，具有较强的说服力 |
|
四档 |
较好完成任务，语言较为流畅得体，分析较为深刻，观点较为鲜明，具有说服力。 |
|
三档 |
完成任务，语言流畅，有一定的分析，观点基本明确，具有一定的说服力。 |
|
二档 |
完成部分任务，语言不够流畅，分析不充分，观点不明确，不具有说服力。 |
|
一档 |
不能完成任务。 |
（2）市场营销案例分析报告分项评分量表
|
维度
分档 |
分析问题 |
解决问题 |
体裁规范 |
内容 |
||
|
理论 |
框架 |
方法 |
||||
|
五档 |
运用相关理论深刻理解和分析案例，准确把握问题实质，条理清晰，论证充分。 |
解决方案合理，论据充分，见解深刻，具有较高可行性。 |
语言的使用符合体裁规范和语篇功能要求，组织清晰，逻辑性强。 |
5 |
5 |
5 |
|
4 |
4 |
4 |
||||
|
3 |
3 |
3 |
||||
|
2 |
2 |
2 |
||||
|
1 |
1 |
1 |
||||
|
四档 |
运用相关理论较为深刻地理解和分析案例，较为准确地把握问题实质，条理较为清晰，论证较为充分。 |
解决方案较为合理，论据较为充分，见解较为深刻，具有可行性。 |
语言的使用较为符合体裁规范和语篇功能要求，组织较为清晰，逻辑性较强。 |
5 |
5 |
5 |
|
4 |
4 |
4 |
||||
|
3 |
3 |
3 |
||||
|
2 |
2 |
2 |
||||
|
1 |
1 |
1 |
||||
|
三档 |
运用相关理论理解和分析案例，能够把握问题实质，条理基本清晰，论证基本充分。 |
解决方案基本合理，能够提供必要的论据，有基本的见解，具有一定可行性。 |
语言的使用基本符合体裁规范和语篇功能要求，组织基本清晰，具有逻辑性。 |
5 |
5 |
5 |
|
4 |
4 |
4 |
||||
|
3 |
3 |
3 |
||||
|
2 |
2 |
2 |
||||
|
1 |
1 |
1 |
||||
|
二档 |
不能运用相关理论理解和分析案例，不能准确把握问题实质，条理不清晰，论证不充分。 |
解决方案不合理，缺乏论据，见解浅显，可行性差。 |
语言的使用不符合体裁规范和语篇功能要求，组织混乱，逻辑性差。 |
5 |
5 |
5 |
|
4 |
4 |
4 |
||||
|
3 |
3 |
3 |
||||
|
2 |
2 |
2 |
||||
|
1 |
1 |
1 |
||||
|
一档 |
不描述 |
不描述 |
不描述 |
不描述 |
||
四、奖项设置与奖励机制
（一）奖项设置
|
奖项分类 |
参选范围 |
荣誉 |
|
一等奖 |
赛事成绩第一名 |
证书及奖品 |
|
二等奖 |
赛事成绩第二名至第三名 |
证书及奖品 |
|
三等奖 |
赛事成绩第四名至第六名 |
证书及奖品 |
|
佳作奖 |
赛事成绩第七名至第十一名 |
证书 |
|
最佳指导教师奖 |
一等奖获奖选手的指导教师 |
证书 |
| 优秀指导教师奖 | 二等奖、三等奖、佳作奖获奖选手指导教师 | 证书 |
（二）奖励机制
为鼓励学生积极参与，大赛组委会决定设立以下奖励机制：
向参与3项以上（含3项）系列赛事，并经大赛组委会评定成绩合格者颁发《商务英语专业专修证书》。
五、补充说明
对于本参赛指南及任何参与本届大赛有关的未尽事宜，大赛组委会均保留最终解释权。
附件1报名流程图
附件2甘特图样本
注：1. 将要完成的阶段性任务按照任务名称、开始时间、结束时间、持续时间和负责人的顺序制定出完整的计划。
2. 推荐的甘特图制作工具为Microsoft Office Project或GanttProject。
3. 甘特图文档命名方式为“国际商务案例分析流程甘特图 + 学校 + 团队名称”。
附件3项目进程报告
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项目名称 |
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报告填写人 |
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填写日期 |
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项目计划 与分工情况 |
（个人项目仅填写项目计划情况） |
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项目完成情况 |
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问题及解决方案 |
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本阶段反思 |
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指导教师意见 |
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附件4指导纪要
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指导日期 |
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指导地点 |
|
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指导教师姓名 |
|
指导人数 |
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指导方式 |
□当面指导 □电子邮件沟通 |
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指导内容 |
理论指导： |
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方法指导： |
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资料辅助： |
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指导学生反馈 |
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注： 1. 提供理论及方法指导的，需要详细说明指导教师具体的指导内容。
2. 提供资料辅助的，需要提交资料清单，并以附件的形式上传至赛事平台。
3. 指导方式中选择电子邮件的，请提交邮件记录，并以附件的形式上传至赛事平台。
附件5市场营销案例概述框架样本
Outline of Case Summary
Case summary Very briefly expresses the background of the story in the case.
Main body Illustrates business and management theories and concepts you are studying in a course and/or presents a problem or series of problems for you to solve. In this part you have to make clear what the context is. Ideally, you should give an idea of the state-of-the art of the field the proposal is about.
Question Ends with a dilemma faced by a particular character in the case.
Bibliography A list of the scholarly references cited in the proposal
附件6市场营销案例分析报告框架样本
Outline of Case Analysis
Summary Briefly identify the major problems facing the key person.
Summarize the recommended plan of action and include a brief justification of the recommended plan.
Problem analysis State the problems facing the key person.
Identify and link the symptoms and root causes of the problems.
Provide a detailed analysis of the problems identified in the summary.
In the analysis, apply theories and/or models from the text and/or readings.
Support conclusions and /or assumptions with specific references to the case and/or the readings.
Recommended Solution Identify who, when, and how in your recommended plan of action
Solution and implementation should address the problems and causes identified in the previous section.
The recommended plan should include a contingency plan(s) to back up the ‘ideal’ course of action.
Using models or theories, identify why you chose the recommended plan of action – why it’s the best and why it would work
Conclusion
Bibliography A list of the scholarly references cited in the proposal
附件7术语表
Glossary
Gantt charts: Gantt charts are named for Henry Gantt, a management pioneer of the early 1900s. He proposed the use of a visual aid for loading and scheduling. Appropriately, this visual aid is known as a Gantt chart. This Gantt chart is used to organize and clarify actual or intended use of resources within a time framework. Generally, time is represented horizontally with scheduled resources listed vertically. Managers are able to use the Gantt chart to make trial-and-error schedules to get some sense of the impact of different arrangements.
There are a number of different types of Gantt charts, but the most common ones, and the ones most appropriate to our discussion, are the load chart and schedule chart. A load chart displays the loading and idle times for machines or departments; this shows when certain jobs are scheduled to start and finish and where idle time can be expected. This can help the scheduler redo loading assignments for better utilization of the work centers. A schedule chart is used to monitor job progress. On this type of Gantt chart, the vertical axis shows the orders or jobs in progress while the horizontal axis represents time. A quick glance at the chart reveals which jobs are on schedule and which jobs are on time.
Gantt charts are the most widely used scheduling tools. However, they do have some limitations. The chart must be repeatedly updated to keep it current. Also, the chart does not directly reveal costs of alternate loadings nor does it consider that processing times may vary among work centers.
Market description Describing the targeted segments in detail provides context for the marketing strategies and detailed action programs discussed later in the plan.
Market development: A strategy for company growth by identifying and developing new market segments for current company products.
Market offerings: Some combination of products, services, information, or experiences offered to a market to satisfy a need or want.
Market penetration: A strategy for company growth by increasing sales of current products to current market segments without changing the product.
Market potential: The upper limit of market demand.
Market segment: A group of consumers who respond in a similar way to a given set of marketing efforts.
Market segmentation: Dividing a market into distinct groups of buyers who have different needs, characteristics, or behaviors, and who might require separate products or marketing programs.
Market share: Company sales divided by market sales.
Market targeting (targeting): The process of evaluating each market segment's attractiveness and selecting one or more segments to enter.
Marketing channel (or distribution channel): A set of interdependent organizations that help make a product or service available for use or consumption by the consumer or business user.
Marketing channel design: Designing effective marketing channels by analyzing consumer needs, setting channel objectives, identifying major channel alternatives, and evaluating them.
Marketing channel management: Selecting, managing, and motivating individual channel members and evaluating their performance over time.
Marketing concept: The marketing management philosophy that holds that achieving organizational goals depends on knowing the needs and wants of target markets and delivering the desired satisfactions better than competitors do.
Marketing control: The process of measuring and evaluating the results of marketing strategies and plans and taking corrective action to ensure that objectives are achieved.
Marketing environment: The actors and forces outside marketing that affect marketing management's ability to build and maintain successful relationships with target customers.
Marketing implementation: The process that turns marketing strategies and plans into marketing actions in order to accomplish strategic marketing objectives.
Marketing information system (MIS): People and procedures for assessing information needs, developing the needed information, and helping decision makers to use the information to generate and validate actionable customer and market insights.
Marketing intermediaries: Firms that help the company to promote, sell, and distribute its goods to final buyers.
Marketing logistics (or physical distribution): Planning, implementing, and controlling the physical flow of materials, final goods, and related information from points of origin to points of consumption to meet customer requirements at a profit.
Marketing management: The art and science of choosing target markets and building profitable relationships with them.
Marketing mix: The set of controllable tactical marketing tools-product, price, place, and promotion-that the firm blends to produce the response it wants in the target market.
Marketing myopia: The mistake of paying more attention to them specific products a company offers than to the benefits and experiences produced by these products.
Marketing organization: The marketing department may be organized by function, as in this sample, by geography; by product, or by customer (or some combination).
Marketing research: The systematic design, collection, analysis, and reporting of data relevant to a specific marketing situation facing an organization.
Marketing return on investment (or marketing ROI): A measure of the marketing productivity of a marketing investment calculated by dividing net marketing contribution by marketing expenses.
Marketing return on sales (or marketing ROS): The percent of net sales attributable to the net marketing contribution-calculated by dividing net marketing contribution by net sales.
Marketing strategy development: Designing an initial marketing strategy for a new product based on the product concept.
Marketing strategy: The marketing logic by which the company hopes to create customer value and achieve profitable customer relationships.
Marketing tools: These sections summarize the broad logic that will guide decisions made about the marketing tools to be used during the period covered by the plan.
Marketing Web site: A Web site that engages consumers in interactions that will move them closer to a direct purchase or other marketing outcome.
Marketing: The process by which companies create value for customers and build strong customer relationships in order to capture value from customers in return.
Market-penetration pricing: Setting a low price for a new product in order to attract a large number of buyers and a large market share.
Market-skimming pricing: Setting a high price for a new product to skim maximum revenues layer by layer from the segments willing to pay the high price; the company makes fewer but more profitable sales.
