In fact, "planning" is equivalent to "planning", which generally refers to all acts of planning, creativity, design and implementation in business.
Planning is to provide a scheme designed according to the principle of benefit for rational decision-making. Avoiding risks and pursuing maximum benefits are two major functions of planning.
Planning originated in Japan and took shape in Taiwan Province Province. It was the enterprises in Taiwan Province that brought the planning to Chinese mainland. However, the real source of traceability planning should be traced back to enterprise consultants or enterprise consulting institutions in Europe and America.
Planning is a strategic system, which widely involves the development strategy and brand strategy of enterprises. In a narrow sense, it involves marketing management, advertising strategy and market management of enterprises.
Harvard defines planning as a procedure, which is essentially a rational behavior using brain power. It is an immediate decision on what will happen in the future, that is, planning is to decide in advance what to do, when to do it, how to do it, and who to do it.
Planning is the most basic element of management function, the engine to start an enterprise, the whole process from conception to planning to fact, and the basis of enterprise management, marketing and brand management, and planning is to provide a scheme designed according to the principle of efficiency for rational decision-making. If an enterprise lacks planning power, it will inevitably decline. The strength of planning power is the key condition to determine success or failure, and avoiding risks and pursuing maximum benefits are the two basic functions of planning!
Planning includes: market research planning, marketing planning, market positioning planning, corporate image planning, product planning, brand planning, price planning, marketing channel planning, promotion planning, advertising planning, integrated marketing communication planning, service planning, network marketing planning and relationship marketing planning.
1, market research and planning
Marketing research is the premise of marketing planning, and the results of research are the important basis of planning scheme.
2. Sales plan
Marketing planning is an enterprise's behavior of analyzing, judging, reasoning, forecasting, facts and making a marketing plan for the whole marketing or a certain aspect of marketing in order to achieve the predetermined marketing objectives, grasp the interests of the target market and customer groups in an all-round and multi-angle way, so as to optimize the allocation of human, financial and material resources of the enterprise.
3. Market positioning planning
(1) Market positioning planning is conducive to enhancing the core competitiveness and long-term competitive advantage of enterprises, as well as the intangible assets of enterprises. Marketing planning is the premise and foundation of enterprise marketing planning.
(2) Market positioning planning is conducive to establishing corporate image and corporate brand image, improving product visibility and reputation, and enhancing customer satisfaction.
(3) Market positioning planning is the basis of enterprise integrated marketing planning. Market integration, marketing planning and the basic means to build core competitiveness.
(4) Market positioning planning is conducive to the establishment and improvement of enterprises' markets at all levels, and is conducive to reducing business risks, thus ensuring the realization of long-term strategic objectives of enterprises.
4. Corporate image planning
CIS (Enterprise Identification System) refers to an act of transferring enterprise management and enterprise spirit culture to the public through professional operation, thus shaping enterprise personality, displaying enterprise spirit, making the public feel a sense of identity with the enterprise, and building enterprise core competitiveness and long-term competitive advantage. CI design is a part of the work, but it is mainly the final comprehensive behavior.
5. Product planning
The ultimate goal of product planning is not how to make consumers accept the products of enterprises, but how to meet the various needs of consumers to the greatest extent.
6. Brand planning
Brand planning includes: brand positioning, brand cognition, brand loyalty and brand naming.
7. Price planning
Price planning is an activity that helps enterprises to deal with various price relationships in order to achieve certain marketing goals. It is conducive to achieving the long-term business objectives of enterprises, creating long-term competitive advantages and alleviating the great pressure of price competition.
8. Marketing channel planning
Marketing channel planning bureau is an effective link between manufacturers, middlemen and consumers.
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9. Promotion planning
Promoting sales is called promotion, which helps consumers understand the benefits that products or services bring to buyers, and promotes and influences people's buying behavior and consumption patterns.
10, advertising planning
Advertising planning is the operation planning of advertising communication activities, which is an activity process of predicting the development law of the market on the premise of obtaining market information from different points, and scientifically formulating the overall advertising strategy on the basis of meeting the marketing rate of advertisers in order to pursue the best advertising effect. The production of artists, POP and DM is only a way to achieve it.
1 1, integrated marketing communication planning
Integrated marketing communication planning is the advanced planning and design of communication behavior by enterprises in consumer communication, in order to provide a unified future plan of enterprise communication, which integrates public relations, promotion, advertising and specific action measures.
12, service plan
Service planning is a planned and effective implementation of activities, benefits or satisfaction related to selling or selling products.
13, Relationship Marketing Planning
Relationship marketing regards marketing activities as an interactive process between enterprises and customers, suppliers, distributors, competitors, government agencies, communities and other public, and its core is to establish and develop good relations with these public. In this process, the analysis, judgment, conception, design, arrangement, deployment and other work done by marketers to customers is relationship marketing planning.
14, network marketing planning
Network marketing planning refers to the advanced decision-making of the whole marketing activity based on electronic information technology and computer network.
Business plan (or business plan) is a concrete idea to realize the plan. A successful project usually needs to go through the following planning process:
1. Ask questions or strategies
Step 2 Collect existing information
3. Conduct market research
4. Analysis and statistics
5. Discuss and stimulate creativity
6. Choose a feasible scheme
7. Implementation and ex post review