The purpose of planning is to solve the problems in enterprise marketing and prepare the planning book according to the thinking of logical thinking.
Firstly, set the situation, explain the planning background, analyze the current situation of clothing products market, and then tell the whole story of the purpose of the planning center; Secondly, the specific planning content is elaborated in detail; The third is to clearly put forward the countermeasures to solve the problem.
(2), the principle of simplicity
We should pay attention to highlight key points, grasp the core problems to be solved in enterprise marketing, deeply analyze and put forward feasible corresponding countermeasures, which are highly targeted and have practical guiding significance.
(iii) Operational principles
The prepared plan is to guide the marketing activities, and its guidance involves everyone's work and the handling of the relationship between various links in the marketing activities.
So its operability is very important.
No matter how good the scheme idea is, it has no value.
Bad operation will inevitably consume a lot of people, money and materials, complicated management and low efficiency.
(4) the principle of originality and novelty
The "idea" (creativity) that requires planning is new, the content is new, and the expression method is new, giving people a brand-new feeling.
Novel originality is the core content of the planning book.
Second, the basic content of the clothing product marketing plan. According to the clothing market research, there is no fixed format for the marketing plan book model of clothing stores. According to the different requirements of products or marketing activities, it also changes in planning content and compilation format.
However, from the general law of clothing product marketing planning activities, some elements are the same.
Therefore, we can discuss some basic contents and writing formats of clothing product marketing plan.
Cover > the cover of the plan book can provide the following information: ① the name of the plan book; 2 plan customers; (3) The name of the planning organization or planner; (4) Planning completion date and planning applicable time period.
Because the marketing planning of clothing products has certain timeliness, the market situation in different time periods is different, and the marketing execution effect is also different.
The main body of clothing store marketing plan mainly includes: (1) The purpose of clothing product marketing plan is to establish a clear view of the goals and objectives to be achieved by this clothing product marketing plan (such as: improving market share; Expand product awareness; Set up a good image of scale, high quality, professionalism and service), as the driving force for the implementation of this plan or emphasize the significance of its implementation, so as to require all employees to unify their thinking and coordinate their actions, and Qi Xin will work together to ensure the high-quality completion of the plan.
There are many problems in enterprise marketing, but in a word, there are only six aspects: at the beginning of enterprise opening, there is no systematic marketing strategy, and it is necessary to plan a marketing plan for clothing products according to market characteristics
With the development of enterprises, the original marketing scheme has not adapted to the new situation, so it is necessary to redesign a new marketing scheme for clothing products.
Enterprises need to adjust their marketing strategies accordingly and reform their business direction.
The original marketing plan of the enterprise is seriously wrong and can no longer be used as the marketing plan of the enterprise.
The market situation has changed, and the original distribution scheme has not adapted to the changed market.
Under the general marketing plan, enterprises need to design new phased plans in different time periods according to market characteristics and market changes.
For example, firstly, it is emphasized that "the marketing of clothing products is not just the marketing of an ordinary product of the company", and then it is explained that the success or failure of clothing product marketing is very important for the company's long-term and short-term interests to influence the Great Wall series, requiring all levels of personnel and departments of the company to reach a * * * understanding and complete the task well, making the goal direction of the whole scheme very clear and prominent.
(2) Analyze the current marketing environment of clothing products, and have a clear understanding of the market, competition and macro environment of similar products.
It provides a basis for formulating corresponding marketing strategies and adopting correct marketing methods.
"Know yourself and know yourself, and you will win every battle", so this part needs planners to know more about the market. This part mainly analyzes: 1, market status and market prospect analysis: ① marketability, actual market situation and potential market situation of products.
(2) Market growth, which stage of the product life cycle is the market at present?
What is the marketing focus of product companies in different market stages, what is the effect of corresponding marketing strategies, and what is the impact of demand changes on product markets?
(3) Consumer acceptance, which requires planners to analyze the product market development prospects with their own information.
2. Analysis of the factors that affect the product market: mainly analyze the uncontrollable factors that affect the product, such as macro-environment, political environment, and residents' economic situation, such as consumer income level, changes in consumption structure, and consumer psychology. Marketing planning of some products (such as computers and household appliances). ) Those who are greatly influenced by the development of science and technology also need to consider the influence of the development direction of science and technology.
(3) Analysis of Market Opportunities and Problems The marketing planning of clothing products is the grasp of market opportunities and the application of strategies, so the analysis of market opportunities has become the key to the marketing planning of clothing products.
Only by finding the right market opportunity, planning is half the battle.
1. Analyze the marketing status of clothing products.
2. Analyze the advantages and disadvantages according to the product characteristics.
Find disadvantages from problems to be overcome, opportunities from advantages, and explore their own market potential.