How to write the enterprise plan? For the better development of the enterprise, the enterprise plan will be prepared to plan the future development of the enterprise in detail. How to write the enterprise plan? These are two model essays I have carefully prepared for you. Let's take a look at it together, hoping to help you.
How to write a business plan 1
I. marketing opportunities's analysis
1, manage marketing information and measure market demand.
(1), Marketing Intelligence and Research
(2), forecast overview and demand measurement
2. Evaluate the marketing environment
(1), analyze the demand and trend of macro environment.
(2) Identify and respond to the major macro-environmental factors (including human statistics environment, economic environment, natural environment, technical environment, political and legal environment, social and cultural environment).
3. Analyze the consumer market and buying behavior.
(1), consumer buying behavior pattern
(2) The main factors that affect consumers' buying behavior (including cultural factors, social factors, personal factors, psychological factors, etc. )
(3), the purchase process (including the role involved in the purchase, purchase behavior, purchase decision-making stages).
4. Analyze the behavior of group buying market and group buying (including the comparison between group buying market and consumer market, participants, institutions and government markets in the process of group buying).
5. Analyze industries and competitors.
(1), identify the company's competitors (industry competition concept, market competition concept)
(2) the strategy of identifying competitors.
(3), determine the competitors' goals
(4) Evaluate the strengths and weaknesses of competitors.
(5) Evaluate the reaction mode of competitors.
(6) Choose competitors to attack and evade.
(7) Balance between customer orientation and competitor orientation.
6. Determine the market segments and select the target market.
(1), determine the level, mode and procedure of market segmentation, the basis of consumer market segmentation, the basis of merchant market segmentation and the requirements of effective segmentation;
(2) Selection of target market, evaluation of market segments and selection of market segments.
Second, the development of marketing strategy
1, marketing differentiation and positioning
(1), product differentiation, service differentiation, channel differentiation, image differentiation.
(2), the development of positioning strategy-how many differences, introduce that kind of difference.
(3) the positioning of communication companies
2. Develop new products
(1), the challenge of new product development, including external environment analysis (opportunity and threat analysis)
(2) Effective organizational arrangement and architecture design
(3) Manage the new product development process, including marketing strategy formulation, business analysis, market testing and commercialization.
3. Management life cycle strategy
(1), the product life cycle includes requirements, technology life cycle and all stages of the product life cycle.
(2) The marketing strategies of product life cycle, introduction period, growth period, maturity period and decline period, and the induction and comments on the concept of product life cycle.
4. Self-positioning-designing marketing strategies for market leaders, challengers, followers and job seekers.
(1), market leader strategy, including expanding the total market, protecting market share and expanding market share.
(2) Market Challenger Strategy: determine strategic objectives and competitors, choose offensive strategy, and choose specific offensive strategy.
(3) Market follower strategy
(4) Market strategy.
5. Design and manage global marketing strategy.
(1), and decide whether to enter the international market.
(2) Decide which markets to enter.
(3) Decide how to enter the market, including direct export, indirect export, license trade, joint venture direct investment and internationalization.
(4), about the marketing plan decision (4p)
Third, the marketing plan
1. Manage product lines, brands and packaging.
(1), product line combination decision
(2) Product line decision, including product line analysis, product line length, product line modernization, product line specialization and product line reduction.
(3), brand decision
(4), packaging and labeling decisions
2. Design pricing strategy and scheme.
(1). Pricing includes selecting pricing targets, determining demand, estimating costs, analyzing competitors' costs, prices and quotations, selecting pricing methods and selecting final prices.
(2) Revised price, regional pricing, price discounts and concessions, promotion pricing, differential pricing and product portfolio pricing.
3. Select and manage marketing channels.
(1), channel design decision
(2) channel management decisions
(3), channel dynamics
(4) Cooperation, conflict and competition of channels.
4. Integrate the design and management of marketing communication (develop effective communication, including determining the target audience, determining communication objectives, designing information, selecting communication channels, compiling the general promotion budget, and integrating the management and coordination of marketing communication).
5. Manage advertising, promotion and public relations.
(1) Formulate and manage advertising plans, including determining advertising objectives, making advertising budget decisions, selecting advertising information, making media decisions, and evaluating advertising effects.
(2) Promotion
(3), open * * * relationship
Step 6 manage the sales team
(1), sales team design, including sales team objectives, sales team strategies, sales team structure, sales team size and sales team salary)
(2) Sales team management, including the selection of signboards and sales representatives, the training of sales representatives, the supervision of sales representatives, the efforts of sales representatives and the evaluation of sales representatives.
Fourth, management marketing.
1. Marketing organization, evolution of marketing department, methods of organizing marketing department, relationship between marketing department and other departments, and establishment of a company-wide marketing-oriented strategy.
2. Monitor marketing execution to ensure the effectiveness of marketing.
3. Control market activities, annual plan control, profitability control and efficiency control.
4, according to the information of the marketing department for strategic control.
The "Tianyi Panoramic Multimedia Teaching Series Software" developed by Beijing Lairuan Electronic Technology Co., Ltd., a Sino-US joint venture, will be put into the market in XX. In order to successfully introduce this product, Beijing Zhicheng AIA Information Consulting Co., Ltd. (AIA Consulting Company) is specially entrusted to do marketing planning for it. The planning scheme analyzes the market environment and opportunities of teaching software, locates the target market and target consumers of Tianyi software, and puts forward the XX annual marketing plan.
As early as May 1999, AIA Consulting Company has conducted an in-depth investigation and research on the educational software channel market, entrusted by Laisoft Company. This planning scheme is to formulate product marketing strategy and marketing promotion strategy on the basis of previous research.
How to write a business plan? Strengthen business management and build a high-quality and standardized underwriting service system. Underwriting is the source of insurance company's operation, the important basis of risk management and control, and the basic guarantee of insurance company's survival. Therefore, in 20xx, the company will pay close attention to business management and improve its risk management and control capabilities.
1. Review underwriting business in time, control underwriting risk by using risk management technology and pricing system, determine underwriting rate and ensure underwriting quality. Conduct a preliminary review of the underwriting business beyond the company's authority, sign opinions and submit them for approval to ensure the strict underwriting of this business.
2. Strengthen the management of information technology departments, improve all kinds of insurance business processing platforms, establish a perfect underwriting basic database through the construction and use of electronic underwriting business processing system, and prepare relevant reports and underwriting analysis. At the same time, do a good job in market research and regularly prepare medium and long-term business plans.
3. Establish and improve the risk assessment system of major subject matter business and special risk business to ensure reasonable risk control, and at the same time implement relevant reinsurance or reinsurance management regulations according to the risk status of the business to ensure the reasonable dispersion of underwriting risks.
4. Strengthen underwriting and underwriting norms, strictly implement the clause rate system, master the operation of the new core business system, conduct comprehensive and systematic training for underwriting and underwriting personnel of China Branch, improve their comprehensive business skills and quality, and provide a good guarantee for the company's business development. Good articles are easy to record.
Second, improve the quality of customer service and build a first-class customer service platform.
With the increasing number of competitors in the insurance market, all insurance companies have strengthened their competition for market business, but insurance companies are not engaged in tangible products, but in services to avoid risks or venture capital. Therefore, it is extremely important to build a high-quality customer service platform. When service becomes the core content and competition of insurance companies, customer service becomes a service culture with unique ideas. After 20 15 efforts, our company has occupied a certain share in the market and has a huge customer base. With the deepening of business development, the importance of customer service will be particularly prominent. Therefore, in 20 15 years, China tobacco will strictly regulate customer service and put the first-class customer service management platform into use and implementation.
1. Establish and improve the voice service system, increase the publicity of the hotline, and push the hotline to the society in various forms, so that many customers can fully understand the powerful supporting functions of the company's voice service system, thus improving their market competitiveness and maximizing customer satisfaction.
2. Strengthen the training of customer service personnel, improve the comprehensive skills and quality of customer service personnel, strictly follow the service tenet of "enthusiasm, thoughtfulness, high quality and high efficiency", adhere to the principle of "initiative, quickness, accuracy and reasonableness", and do a good job in receiving reports, surveying and determining losses, explaining terms, and making claims and complaints in strict accordance with post responsibilities and business operation procedures.
3. Set up full-time and part-time branches with the central branch as the center, covering the whole region. In the initial stage, China Branch will set up three full-time survey and loss assessment personnel, and at the same time, cooperate with part-time survey personnel to improve the overall quality of business personnel of China Branch, effectively improve the quality of survey and loss assessment claims, and realize accurate survey, reasonable loss assessment and quick claims settlement.
4.20xx years ago, the extension of 15 Marketing Service Department and YY Marketing Service Department was completed. At this point, the construction of service outlets in the whole region is basically perfect, providing efficient and convenient insurance after-sales service for corporate customers.
3. Accelerate business development, increase market share and make the company's insurance brand bigger and stronger.
Based on the income of 20xx premium of 65,438+0,565,438+0.5 million yuan, the proportions of various types of insurance are: motor vehicle insurance 85%, non-auto insurance 65,438+00% and personal insurance 5% respectively. The business development plan drawn up by 20xx Central Branch is to realize the annual premium income of 65,438+0,565,438+0.5 million yuan, and the proportion of various types of insurance is planned to be 75% for motor vehicle insurance, 65,438+0.5% for non-auto insurance and 65,438+0% for personal insurance. The realization of the plan will be completed from the following aspects.
1. Motor vehicle insurance is the top priority of our business. Therefore, it is still the focus of our work to vigorously develop motor vehicle insurance business, give full play to the company's auto insurance advantages, and fight a tough battle for auto insurance business. In 20 15 years, the auto insurance business should consolidate old customers, strive for new customers, focus on the development of fleet business and new car business underwriting, and make the auto insurance business reach a new level.
2. Do a good job in non-auto insurance exhibition industry, choose to visit some large and medium-sized enterprises, focus on public relations with enterprises with good benefits and low risks, establish good relations with enterprises, strive for a package of insurance coverage for property, personnel and vehicles, and at the same time, do a good job in market development of non-auto insurance benefits, so as to form a new pattern of non-auto insurance business development in 20 15 years.
3. Actively do a good job in agency business with banks. 20xx 10, after active efforts, our company has signed concurrent agency cooperation agreements with China Bank, China Construction Bank, China Industrial and Commercial Bank, China Agricultural Bank and Fujian Industrial Bank. 20xx focuses on strengthening business communication with major banks, so that banks can fully understand the brand and advantages of China Insurance, strive to increase the support and policy inclination of banks for agency business, strive for new breakthroughs in bank agency business, and realize the strategic goal of the company's insurance structure adjustment.