Marketing planning plays a particularly important role in the survival and development of enterprises:
(A), marketing planning can be clear about the future goals that enterprises should achieve. Through marketing planning, enterprises can establish clear marketing objectives. It can not only accelerate the leap of enterprise marketing from the real state, but also reduce the ineffective labor caused by repeated detours to find goals. With the goal, the marketing activities of enterprises will have a direction, so as to optimize the allocation of manpower, material resources and financial resources, take measures to mobilize the enthusiasm and creativity of employees, and make continuous efforts towards the goal.
(2) Marketing planning defines the future development direction and business framework for enterprises. Since the marketing plan defines the business development direction and business framework of the enterprise, what are the core business, growth business and seed business of the enterprise? With a clear definition, therefore, enterprise leaders and management have reduced the difficulty of enterprise decision-making. Marketing planning makes enterprises understand that all business choices that are beneficial to the realization of strategic objectives are truly valuable and should be made, and all business choices that have nothing to do with the realization of enterprise development strategy, especially the development of new business, should be avoided and denied.
(3) Through the formulation and implementation of marketing planning, all employees of the enterprise can also deeply realize that the work of all employees in various departments must be carried out closely around the company's marketing planning, and the work of all employees must serve the realization of strategic objectives. Therefore, marketing planning can make all employees of the enterprise understand that the enterprise is a complete large system, and to achieve the goal better and faster, all employees of all departments of the enterprise must earnestly perform their duties and closely cooperate and coordinate with other members of the enterprise. Stability, any change at the slightest sign of trouble will inevitably lead to a huge waste of marketing resources; Thirdly, a complete marketing plan is based on a comprehensive understanding and investigation of market situation, product situation, management situation and production situation. , is the basis for enterprises to make marketing decisions in the future, and will play a guiding role in enterprise marketing for a long time to come. It can be seen that marketing planning is a highly intelligent mental work and a strategic design related to the future and destiny of enterprises. It must follow the strategic principles, and its operation must be serious, meticulous, thorough and perfect. Once the operation is wrong, it may affect the development of the enterprise and even destroy it.
(d) Marketing planning can also help enterprises make better use of resources. Because marketing planning defines the goals that enterprises should achieve in a long period of time, it is beneficial for enterprises to organize and allocate their limited resources in a forward-looking way according to strategic needs, so that resources can be used in the most needed and appropriate places, and finally the same amount of resources can play a greater role, which is of great help to enhance the comprehensive competitiveness of enterprises. After careful planning, enterprise marketing activities can achieve better results with less expenses. Because marketing planning should make a careful expense budget for future marketing activities and make an optimal arrangement of expenses, so as to effectively avoid the huge waste caused by blind actions. According to the statistics of American Brown Market Research Company, enterprises with systematic marketing planning save 2/5 ~ 1/2 of marketing expenses compared with those without systematic marketing planning, which shows the role of marketing planning.
(5) Marketing planning can also help enterprises win market competition better. Because the strategy is holistic and forward-looking, the formulation of marketing planning will fully consider the industry situation and the competitive situation of competitors in the industry, and formulating competitive strategic measures against competitors in marketing planning will help enterprises gain competitive advantages in the market competition with competitors.
What is the significance of marketing planning?
Marketing planning is to design and plan the code of conduct, objectives, strategies, implementation plans and specific measures of marketing activities of enterprises in a certain period on the basis of accurate analysis of the internal environment of enterprises and effective use of business resources.
Marketing planning, we must first determine the marketing concept, and then plan on the basis of the marketing concept. Marketing planning is to design and plan the products, services, ideas, prices, channels and promotions of the enterprise according to the marketing objectives of the enterprise, so as to realize the exchange process between individuals and organizations. Marketing planning is based on the existing marketing situation of enterprises, with the help of scientific methods and innovative thinking, to change the current situation of enterprises, achieve marketing goals, and make strategic decisions and guidance for the future marketing development of enterprises, which is forward-looking, overall, innovative and systematic. Marketing planning is applicable to any product, including intangible services. It requires enterprises to make corresponding plans according to the changes of market environment and their own resources in order to improve product sales and obtain profits. The content of marketing planning includes four aspects: market segmentation, product innovation, marketing strategy design and marketing combination 4P strategy.
The main contents of marketing planning are as follows:
1. Marketing strategic planning. 2. National marketing of products. 3. First-line marketing team building. 4. Promotion policy formulation. 5. Create a special sales model such as monopoly system. 6. Terminal sales performance improved. 7. Demonstration market construction. 8. Establishment of distribution system. 9. Channel construction. 10. Construction of direct selling system. 1 1. Construction of price system. 12. Investment promotion. 13. New product launch planning. Product planning. 15. Market positioning. 16. Marketing diagnosis. 17 establishment of network marketing platform, etc.
Marketing planning process
Philip kotler believes that marketing begins before the business planning process. Different from the viewpoint of manufacturing and sales, business process consists of value creation and subsequent delivery, including three stages.
The first stage is to choose value. Marketing "homework" must be done well before any product is produced. The marketing process is market segmentation, targeting and positioning)-STP, which is the essence of strategic marketing.
Once a business unit chooses the value it will provide to the target market, it is ready to provide value work. Tangible products and services must be specific, target prices must be established, and products must be manufactured and put on the market. In the second stage, the performance, price and distribution of specific products are formulated, which is also the content of tactical marketing.
The task of the third stage is to spread the value. Tactical marketing is expanding: organizing sales force, promotion, advertising and other promotional work to make the supply known to the market. The marketing process begins before the product and continues in the product development, and should continue after the product is sold.
Note: With regard to marketing planning, at present, European countries divide positioning, marketing and planning very carefully, and each has its own professional operating company. In China, many marketing planning agencies are still pursuing the whole case operation, and the integration process from positioning to design promotion will inevitably affect their professionalism. In recent years, subdivided marketing planning companies, such as professional positioning, professional design and professional marketing trust, have gradually emerged in Shanghai and Guangzhou, which is bound to be the general trend of the marketing industry.
-Excerpted from philip kotler's Marketing Management. (New Millennium Edition, tenth edition. Renmin University of China Press)
The purpose and significance of writing marketing plan.
1. The purpose of planning marketing is to maximize the social value of an enterprise and the market value of its products or services.
2. There are two main contents of enterprise planning and marketing: one is the overall image of the enterprise; The second is the products or services produced by the enterprise.
There are differences and connections between them. The purpose of establishing the overall image of an enterprise is to improve its social status, social value and influence in the market. The ultimate goal of establishing the overall image of the enterprise is to better and longer-term market the products or services produced by the enterprise.
4. There are a series of means and tools to establish the overall image of the enterprise and market the products or services of the enterprise. At the same time, there are also their common means and tools. I. Planning and marketing of enterprise products or services (I. Tasks of enterprise product planning and marketing First, determine the main objectives of enterprise product or service marketing; Secondly, determine the market positioning of enterprise products or services, that is, the orientation to be spread in the market! Thirdly, determine the all-round positioning of enterprise product or service marketing; Finally, determine the best mode to realize all-round marketing positioning. Generally, there are three main objectives of enterprise product or service marketing: (1) increasing market share-planning with increasing market share as the main objective; (2) Pursuing profit maximization-putting immediate interests in the first place, and taking the safe recovery of funds and ideal prices as the starting point; (3) Beat the competitors-spare no effort to beat the competitors. (2) To determine the market positioning of an enterprise's products or services, we must first clarify the following four questions: (1) Region-where are the potential customers; (2) Population-how many potential customers there are; (3) Psychology-the internal psychological characteristics of potential customers; (4) Behavior-the external behavior of potential customers. After clarifying the above four questions, the system can master the terminal market environment of the product. (3) The omni-directional positioning of enterprise product or service marketing mainly includes four aspects, namely, the traditional marketing 4P positioning theory: (1) Product positioning An enterprise, based on its own conditions such as technology, talents, supply, production and investment, determines the positioning that best meets the enterprise's interest expectations from the aspects of product efficacy, quality and competitiveness, so as to clarify the connotation and content of the product. Product positioning can be understood as the intersection of three lines: sufficient market demand, allowable enterprise capacity and weak competitors. (2) The price positioning enterprise determines the current price, price realization method and price change direction of listed products according to the customer's affordability, product cost and price positioning of competitive products. (3) channel positioning's marketing channel positioning refers to drawing up the way of product distribution or distribution, that is, determining the tangible and intangible links through which products or services are transferred from producers to consumers. (4) Promotion Positioning In order to open up market space and level and expand product sales, it is necessary to determine a systematic plan in advance, aiming at conveying products, enterprises and their market information to target customers or channels, stimulating customers' enthusiasm for buying or buying goods through channels, and promoting customers' buying or buying behavior through channels. (D) Determining the best mode to realize all-round marketing positioning refers to combining various applicable promotion concepts with the actual situation of the enterprise to realize the planned marketing positioning scheme. The typical marketing concept is as follows: (1) Integrated marketing communication is a marketing model centered on establishing a long-term, interactive and immediate business-customer communication mechanism. The development of Internet technology promotes the application of this marketing model. (2) Service marketing provides customers with excess value by attaching intangible services to products, thus producing better sales results. (3) Relationship marketing promotes sales by establishing and maintaining good relationships between enterprises and customers, * * *, other enterprises and other social sectors. (4) Brand Marketing Establish and use the influence of corporate brands or product brands to market products or services. Second, corporate image planning The task of corporate image planning and marketing is to give consideration to the realistic market interests and long-term strategic interests of the enterprise, improve the visibility of the enterprise to a certain extent, improve the reputation of the enterprise to a certain extent, and improve the loyalty of customers to a certain extent.
What is the goal and function of marketing?
The purpose is to achieve the sales target of the enterprise. Every enterprise has a sales task. Without an excellent sales team, the sales task is like a castle in the air, which is difficult to achieve.
Form a high team fighting capacity and provide sufficient guarantee for marketing activities. Only when the sales team has cohesion and combat effectiveness can it win the battle in marketing activities and make fruitful efforts for enterprise marketing.
Raise the awareness of the marketing team. Only when the understanding of the marketing team is improved can we have a further understanding and insight into the market and customers, capture the pulse of the market and the internal texture of marketing, and truly combine marketing activities with brand building.
The role is to improve the morale of the marketing team. By establishing a high-quality marketing team, the morale of team members can be improved and their work enthusiasm and attitude can be better.
Improve the marketing team's business development ability. Through the construction of marketing team, the business expansion ability of marketing team members can be improved to a certain extent, making their work more fruitful;
Improve brand awareness and marketing organization ability. Through the team's training and learning, through the conscious condensation of * * * knowledge, the brand awareness of the marketing team will be gradually improved, the brand awareness will be improved, and the brand promotion ability will be improved. Of course, in the marketing organization, we can also get a moderate ability improvement.
What is the function of marketing planning?
Nowadays, the smell of wine is not afraid of the depth of the alley, which is no longer feasible. Good product quality also needs marketing. Of course, there are many marketing methods. Marketing is to let more people know the existence of this product, what is its purpose and characteristics (Tian Yun. com is good at marketing).
What role does marketing play?
1. Discover the demand group and customer group of your own products.
Let more people know about their company's products.
On the Function of Advertising in Marketing
Therefore, these enterprises pay more attention to expanding sales channels than paying for advertising activities. For enterprises with product ideas, "good wine is not afraid of the depth of the alley" is a very representative mentality. They believe that good products will naturally be bought by consumers, and there is no need to attract and persuade them through advertising. Therefore, they pay more attention to product improvement than advertising, but the result is often that even if the product can really meet the needs of customers, it is difficult for enterprises to obtain ideal market share because customers don't understand the product. For enterprises with the concept of promotion, the promotion of personnel and stores is as important as advertising, but they often pay attention to highlighting the advantages of products in advertisements and try their best to buy them, and rarely consider whether the information conveyed by advertisements has received good results. For real marketing, it has gone through a slow process, and in different stages of this process, advertising plays different roles. 1. Marketing is advertising, promotion and publicity. In the late 1950s, marketing entered most enterprises that realized the importance of marketing. These enterprises did not enter with the concept of "marketing" but with the concept of "advertising and promotion". They promise more advertisements and promotions than their competitors, and give consumers more attractive promises in advertisements. It can be said that due to the lack of experience in product concept, marketing channels and pricing, the marketing of enterprises depends largely on advertising. 2. Marketing is a smiling and friendly atmosphere. Marketers who rely on advertising soon find that competitors have adopted the same strategy, which makes their promotion and advertising effect obviously not as obvious as before. Therefore, they actively look for ways to attract and retain customers, and find it important to smile at customers and create a friendly atmosphere between them. 3. Marketing is innovation. While advertising and improving services, some enterprises realize that different consumers have different needs, and they should produce different products and provide different services to meet these needs. Therefore, they began to improve products according to customers' needs, increase product varieties and provide customers with more choices. Successful innovators quickly achieved results, but there are also many stalkers. 4. Marketing is market positioning. When most enterprises begin to pay attention to advertising, sales promotion, promotion, communication with customers, and innovative products on demand, they are faced with another difficulty: they are very similar to competitors and seem to have nothing special. As a result, they began to pay attention to discovering and publicizing the difference between this enterprise and other enterprises, so the idea of market positioning appeared. 5. Marketing is market analysis, planning, execution and control. With the progress of marketing concept, enterprises began to contact the essence of marketing concept-marketing is analysis, planning, execution and control. Analysis is to better understand the needs of the market and consumers, planning is to find a better strategy combination to meet this demand, implementation is a systematic process of actually implementing marketing, and control is to ensure that marketing obtains the expected ideal effect.
What is the function of marketing blog?
1. Blog can directly bring the blog content of potential users to blog hosting websites, etc. These websites often have a large number of users, and valuable blog content will attract a large number of potential users to browse, thus achieving the purpose of transmitting marketing information to potential users. Developing network marketing in this way is the basic form of blog marketing and the most direct value expression of blog marketing. 2. The value of blog marketing lies in reducing the cost of website promotion, which is the basic content of enterprise network marketing. After a large number of enterprise websites are built, there are no effective promotion measures, so the number of website visits is too low, which reduces the actual value of the website. Through the way of blog, the information of enterprise website (such as the link of a popular product, the link of online coupon download website, etc. ) appropriately added to the blog content to achieve the purpose of website promotion. Such "blog promotion" is also a very low-cost website promotion method, which reduces the general paid promotion expenses or increases the number of visits to the website without increasing the website promotion expenses. 3. The content of blog articles provides users with the opportunity to obtain information through search engines. Multi-channel information transmission is the guarantee of the effectiveness of network marketing. Through blog posts, users can increase the chances of discovering enterprise information through search engines. The main reason is that, generally speaking, blog websites with large visits are more friendly to search engines than general enterprise websites, and users can find these enterprise blog contents more conveniently through search engines. The so-called search engine visibility here means that as many web pages as possible are included by major search engines. When users use related keywords to search, the location and summary information of these web pages are more likely to attract users' attention, thus achieving the purpose of promoting websites by search engines. 4. Blog articles can easily increase the number of links on corporate websites. It is a common way to promote websites by getting links to other related websites. However, when an enterprise website is not well-known and has low visits, it is often difficult to find valuable websites to link to. It is natural to link to the company website through your own blog post. Having the qualification to publish blog articles increases the initiative and flexibility of website links, which may not only bring new visits to the website, but also increase the advantage of the website in the ranking of search engines, because some major search engines, such as others, take the number and quality of links of a website by other websites as one of the factors to calculate its ranking. 5. Low-cost research on readers' behavior. When blog content is popular, blog websites also become places to communicate with users. What questions can be put forward in a blog post? Readers can make comments, so as to understand readers' views on the content of the blog post, and the author can also reply to readers' comments. Of course, you can also set up a link to the online questionnaire in your blog post to facilitate interested readers to participate in the survey, so as to expand the scope of the online questionnaire on the website, and at the same time, you can directly communicate the questions in the survey with readers, making the online survey more interactive. Therefore, the effect of online survey is improved, which means that the research cost is reduced. 6. Blog is one of the ideal ways to establish the brand effect of authoritative websites. As a personal blog, if you want to be an expert in a certain field, one of the best ways is to set up your own blog. If you insist on blogging, the information resources you create will bring you considerable visits, including various valuable articles, website links, practical tools and so on. These resources will help you write more articles continuously, thus forming a virtuous circle. In fact, the accumulation of such resources does not require too much investment, but its return is considerable. The same is true for corporate blogs. As long as we insist on in-depth research in a certain field and strengthen multi-level communication with users, it will provide an effective way to gain brand recognition and loyalty of users. 7. Blogging reduces the potential loss of being surpassed by competitors. In 2004, blog has become one of the hottest words in the world. Not only the number of users participating in blog writing has increased rapidly, but also the number of netizens browsing the content of blog websites has increased dramatically. In fact, the time cost spent on blogs has been compensated by other saved costs, such as the content written for blog websites, which can also be used to update the content of enterprise websites or published in other media with marketing value. On the other hand, if because ......
What benefits can Weibo's marketing promotion bring?
First, Weibo can make communication between buyers and sellers better and more convenient. Second, Weibo can promote advertisements with strong timeliness and fast communication speed for sellers.