The difference between enterprise planning and brand planning, how to build product planning, Chengdu brand planning company

Many enterprises confuse enterprise planning with brand planning, or confuse their own authority with management authority; Here is a brief introduction to the difference between enterprise planning and brand planning, as well as their respective responsibilities and management authority. The Enterprise planning department is the operation supervision organization of the enterprise, and it is the unit that makes overall planning and cooperation for the progress of the enterprise according to the integration of capital chain, information content chain, freight logistics chain and its excellent talent chain. For example, the overall goal of an enterprise is divided into overall goal and regional overall goal by region; According to the length of time, it is divided into long-term direction and short-term overall goal. The task of the enterprise planning department is to make plans, and achieve the goals in a coordinated manner and supervise all departments to achieve the goals. Brand planning is based on market research, and uses strategies such as goods, prices, methods and marketing to generate cognition in consumers' minds. The function and authorization of brand planning department have different main performances in the period of enterprise differentiation exhibition. The development trend of an enterprise can be divided into creation, development trend, maintenance, decline and closure. Here is a brief list of issues that should be fully considered when planning commodities, prices, methods and marketing strategies: planning specific content marketing strategies, pricing strategies such as commodity entity line (quality), products and services, types and product packaging design. Basically, the marketing strategies such as price, discount and payment method, and the marketing strategies such as marketing channels, transportation equipment, warehousing control, advertising, business promotion, shop assistant marketing promotion, public relations and other brand planning are mainly manifested in the mutual cooperation in the rapid development of enterprises. The task of brand planning at this stage is to refer to the data given by the sales unit in terms of goods, prices, methods and marketing according to the investigation of market positioning. For example, if an enterprise wants to join a sales market, it must first set the overall goal and guarantee standard by planning a part of the enterprise. Well-known brands should accurately locate the equipment and prices to join a sales market according to the company's logo and market research, and choose the marketing channels and strategies to enter the market, which will provide data for the marketing department to enter the sales market. After entering the city, immediately give suggestions to the marketing promotion unit from the aspects of goods, prices, methods and marketing. The reason is that the rapid development of enterprises has not caused brand awareness in the hearts of consumers. At this time, the enterprise's capital chain, information content chain, freight logistics chain and excellent talent chain can not spread brand value faster. Brand planning department and marketing department have the same influence on maintaining enterprises. Because the marketing channel of the enterprise has been basically stable at this time, the key task of the marketing department at this time is customer maintenance. At this time, the brand planning department can use the current capital chain, information content chain, freight logistics chain and excellent talent chain to shape and improve consumers' brand awareness. At this time, enterprises sell non-commodities, consciousness and ideas, just like Lenovo computers, Mengniu milk and Haier household appliances. Consumers who want to buy laptops will think of Lenovo computers, and those who want to buy pure milk will think of Mengniu. In the recession of enterprises, the role of brand planning has become even greater. Because at this time, the enterprise's capital chain, information content chain, freight logistics chain and excellent talent chain have all been perfected, and the marketing strategies such as goods, prices and channels in marketing promotion are a foregone conclusion, and marketing is the lifeblood of enterprise survival. It can only obtain the profit of the enterprise according to the marketing strategy. The obligation of brand planning is higher.