Everything will accumulate a lot of experience from exploration to innovation, which needs people to summarize and reuse, and sublimate with the changes and development of the times. Website planning is such a profession.
Before we talk about website planning, Civic should first talk about its origin, so we have to talk about business planning. In fact, website planning is a branch of business planning. Just because the Internet is developing too fast, website planning is technically independent.
From the emergence of "Idea Company" in 1980s, to the proliferation of "information consulting" and "market research" companies, and then to the large-scale entry of foreign professional planning companies into China, planning gradually became a climate. After China's entry into WTO, the planning industry has a broad development prospect, and planning institutions and planners are gradually becoming professional.
Many people always ask: I am very interested in the profession of website planning, but how can I enter this profession? What qualities does this profession need? Today I would like to take this opportunity to give you a relatively clear concept.
Professional definition of website planning: a person who applies scientific thinking methods, systematically and scientifically creates ideas, plans and designs overall social and economic activities for profit, and carries out website design, website construction, website promotion and website operation. , in order to achieve the best results.
Core skills: planning, positioning, planning, diagnostic investigation, planning, creative conception, planning, scheme demonstration, planning, implementation, operation, planning and evaluation services around the Internet.
Market demand: According to conservative estimates, there are more than 10000 professional planning companies in China, and there are more than 65438+ 10,000 enterprises engaged in independent website management. The information departments of various enterprises also urgently need professional website planners. However, at present, there is no training system related to website planning in China, so some institutions show that 65% of enterprises urgently need to recruit website planners, but 90% of enterprises cannot recruit relevant talents.
Professional planners with excellent professional knowledge, familiarity with China's Internet development pattern, familiarity with China's national conditions and practical experience in planning will become a shortage of talents in the market.
Briefly describe the main process of website planning.
Planning cases in 2005
Amway 2005 Public Welfare Activities Planning
Global brand network Tianhua
composite catalog
I. Overall Plan of Amway (China) Sichuan Public Welfare Activities in 2005.
Secondly, it puts forward the plan of Amway (China) Sichuan public welfare activities in 2005.
-Singing in spring. Campus Square Art Week
3. Amway (China) Program Marketing of Sichuan Public Welfare Activities in 2005 (China)
-shushan (emeishan) on sword and the first national marketing summit (jinding)
Four. Amway (China) put forward the "1+ 1= 1 Love Journey" in the planning of public welfare activities in Sichuan in 2005.
-Amway special train "unite every love and ignite every heart"
Amway (China) Sichuan 2005 Red Tour Public Welfare Activities Planning Proposal.
-revisit the trip to the Long March Road and the hometown of the general.
Cost budget of intransitive verb series activities
1. The name and significance of this activity.
Change the theme of the activity to "Sincere and Infinite Pursuit in Fengxian"
The activity planning fully mobilizes the enthusiasm of all parties with big gestures, involving all sectors of society, especially all Amway people, paying attention to people's livelihood and serving the public, and establishing the concept of national marketing. Everyone has the same heart and the same reason. It shows that Amway pursues altruism rather than egoism in service consciousness and service concept, which is not the victory of competition, but the reputation of a century-old shop, which is recognized by culture, society and people. All business activities must establish a harmonious and honorable relationship with society, culture, history and tradition, which is the fine tradition of national business and the theoretical basis of Amway's advocacy of services, and a humanistic feeling of Amway people that "there is an endless building to cover the world and make the poor smile".
Therefore, this series of public welfare activities have far-reaching development and practical significance.
2. Purpose and purpose of the activity
The purpose and purpose of the activity is to mobilize social forces to the maximum extent through a series of best combination activities, enhance the social public image and brand image of the brand, and improve the visibility and reputation of the enterprise. Vigorously publicize and advocate the Amway belief of "sincere dedication".
3. Activity orientation
Through the combination of a series of activities, this activity is not only a simple publicity and public welfare activity, but also an opportunity to enhance the brand image and reputation through a series of activities and effectively realize the double harvest of social and economic benefits.
4. Carry out a series of support activities in coordination with the realization of the objectives.
(1)-Singing in Xichun. Campus Square Art Week
By inviting Chengdu 12 universities, key primary and secondary schools, Chengdu mainstream media and well-known brand enterprises, it is a grand event to show campus art and culture, urban characteristics, Chengdu folk customs and western campus characteristics by means of song and dance performances, special topics and exhibitions.
(2) On Sword in Shushan (Emei Mountain) and the First National Marketing Summit (Jinding)
By supporting and initiating the first national marketing summit (Jinding) in Shushan (Emei Mountain), we will spread the advanced marketing management of direct selling and Amway, advocate the national marketing concept, and market Sichuan and China. ...
(3) Support the launching of "1+ 1= 1 Love Journey"
-Amway's love journey of "uniting every love and igniting every heart"
Organize a love train to send love along the way, so that Amway people's love can be spread all over the land of abundance, and one person can contribute a love to create a better society.
5. Attach various combination schemes.
6. Attach the budget estimate.
The songs of spring. Campus Square Art Week
catalogue
I. Background and characteristics of the event
Two. Guest introduction and scale specification
Second, the form of activities
Third, activity control.
Four. Implementation of activities
Verb (abbreviation of verb) activity cost
I. Introduction to the background and characteristics of the activity
(1. 1) Activity Background Introduction
From May 7, 2005 to May 1 1 day, the "Haruka Amway Cup Campus Square Art Week" will be held in Chengdu, which is a grand event to display the folk customs of Chengdu and the characteristics of the western campus on a large scale.
During the activity, Rong 12 universities, key primary and secondary schools in the jurisdiction, mainstream media in Rong and famous brand enterprises will be invited to show campus art and culture and city features in the form of song and dance performances, special topics and exhibitions.
Since the reform and opening up for more than 20 years, especially since the implementation of the western development and the strategy of "rejuvenating the country through science and education", education in the western region and Chengdu's economy have achieved rapid and considerable development. As the core business circle of Chengdu, Chunxi Road has always been a battleground for businesses. The event was held in Chunxi Road, which was popular and had many business opportunities, and its significance and business opportunities attracted people's attention.
(1.2) activity characteristics
First, the venue is extraordinary:
As a famous commercial street in Chengdu, the west and even the whole country, Chunxi Road Pedestrian Street is the most historic golden business district in Chengdu, and is known as "the first commercial center pedestrian street in Southwest China" and "Nanjing Road" in Chengdu! The daily flow exceeds 300,000.
B, a wide range of people:
The activity takes the form of open air, and citizens can participate in the activity and watch it completely freely! Realize the real biggest and most popular.
C, elegance:
This activity was led by the Propaganda Department of the Municipal Party Committee, served by various government functional departments in Jinjiang District, joined hands with major universities and key primary and secondary schools in Chengdu, and chose the most popular Chunxi Road, with the help of mainstream media!
D, various forms and rich contents:
This activity will profoundly interpret the beauty of Chengdu, the beauty of campus and the beauty of youth, and publicize the corporate image and product brands of participating businesses through song and dance parties, media topics and product displays. This will build a platform for cities, schools, enterprises (products) and citizens to display and communicate.
Two. Guest introduction and scale specification
(2. 1) Introduction of participants
Government leaders and celebrities; 20 representatives of well-known enterprises; Chengdu mainstream media, representatives of Chengdu university students and the public audience.
(2.2) Introduce the supporting organizations of activities.
This activity will be supported by all the co-organizers and supporting institutions.
A) Supporting organizations: (TBD)
The Central Committee of the Communist Party of China Chengdu Municipal Committee
Chengdu people's government
B) Organizer: (draft)
Publicity Department of Chengdu Municipal Committee
China Jinjiang District Committee
Jinjiang District People's Government
C) Organizer: (to be determined)
* * * Chengdu Committee of the Communist Youth League
chengdu city bureau of education
China jinjiang district Wei publicity department
Jinjiang district culture sports bureau
Jinjiang district branch bureau of public security
Amway Sichuan branch
Chunxilu sub-district office
Chengdu universities and key middle and primary schools Youth League Committee
D) Co-organizer: (to be determined)
Sichuan lanniao corporation planning co., ltd
(2.3) Introduction of activity scale and specifications
A) activity scale specification
The event was held in Chunxi Road, the most prosperous commercial street in the west, with the participation of major universities in Chengdu, which was remarkable in terms of time, place, popularity and participation.
B) media support (draft)
Xinhua News Agency Sichuan Branch, China News Service Sichuan Branch, CCTV, china national radio, Sichuan Daily, sctv, Huaxi Daily, Tianfu Morning Post, Chengdu Daily, Chengdu Business Daily, Chengdu Evening News and other Chengdu media.
Third, support (intervention) implementation details
3. 1 Support (intervention) mode
A) full title
Press conference, opening ceremony, closing ceremony, party scene, TV (newspaper) column, etc. , special co-organizers, co-organizers, designated sponsors, etc.
B) in kind
Sponsor a series of promotional materials.
C) financial sponsorship
Provide financial support for activities.
3.3 the return and significance of sponsoring public welfare
Through sponsorship and support activities to achieve the purpose of image publicity and promotion, you will get the following returns:
A) advertising and services
A. press releases:
Hold a press conference in due course, meet with major media, publicize the overall image of the enterprise and introduce its future development prospects.
B. publicity activities:
From the end of April, we will carry out a series of publicity activities in relevant support media and websites to introduce the arrangement of activities, which is equivalent to doing a series of publicity activities for our sponsors.
C. promotional materials for the event:
Make a series of products with Amway image logo and publicize the logo of this series.
B) the meaning of support (intervention):
No matter from the level of participating units or the scale of the event, this event will attract widespread attention from the mainstream media, and it is undoubtedly the most valuable participation as a participant. The activity is not only conducive to showing the rapid and considerable economic development of western universities and Chengdu since the reform and opening up for more than 20 years, especially since the implementation of the western development, but also conducive to showing the folk customs of Chengdu, showing the brand image of enterprises in key industries in the west, and showing rich and peaceful folk customs.
This activity is aimed at Chunxi Road, a "golden commercial street". In addition, the participation of universities and primary and secondary schools in Chengdu and the full attention of mainstream media are of great significance to the cultivation of corresponding products (enterprises) or the formation and stability of target markets, as well as the media effect and brand image enhancement of corresponding products (enterprises)!
3.4 Specific publicity and expression
1, with the overall naming rights of Singing in Spring. Voice of campus series of large-scale square activities ",and advertising in each publicity column;
2. As the organizer of the event;
3. The conference will be named as the exclusive sponsor, and the MC will give a special oral thank you. All the publicity about this event will be accompanied by the image publicity of the sponsors, and the sponsors and government leaders will attend together and enjoy the speech for about 5 minutes.
4. Strive for an exclusive interview with Chengdu Business Daily, Huaxi Dushi Bao or Sichuan Satellite TV, a 3-second clip of CCTV Golden Tower, and relevant reports and follow-up reports of mainstream media in Sichuan-free of charge;
5. Make relevant links and publicity on the event website;
6. Relevant layout of the event site (including advertising umbrellas, cartoon airplane models and paper cups that can be marked with corporate advertisements);
7. You can organize employee phalanx.
Plan II of Amway (China) Sichuan Public Welfare Activities in 2005;
-shushan (emeishan) on sword and the first national marketing summit (jinding)
catalogue
I. Purpose and significance of the activity
Second, the content of the activity
Three. Implementation of activities
Fourth, activity control.
Verb (abbreviation of verb) cost budget
I. Purpose and significance of the activity
The purpose of this activity is to spread the marketing concept and the significance of marketing, especially efficient marketing, to individuals, enterprises (consortia), regional economies and countries by supporting the launch of the Sword of Shu Mountain (Emei Mountain) and the first National Marketing Summit (Jinding), and formally put forward the concept of national marketing through the activity.
Second, the form of activities
A. Launching ceremony and press conference
B. Marketing Summit (Jinding Forum, Everyone Competition-Live TV)
C. Jinding Declaration "Marketing China (Sichuan) by the whole people to achieve a great social and economic leap in Sichuan" → "Marketing China (Sichuan) by the whole people to achieve a great national rejuvenation"
Three. Implementation of activities
Invite well-known industry forums
Mainstream media follow-up reports and live TV broadcasts.
It is suggested that famous politicians be invited to give a speech.
The seal cutting of the declaration remains in Jinding.
Fourth, activity control.
It was planned by Chengdu Bluebird Enterprise Planning Co., Ltd. and executed by Amway (China) Sichuan Branch and Chengdu Bluebird Enterprise Planning Co., Ltd.
May to complete the activities related operations (leadership inscription, guest invitation).
Implemented in June.
July assessment
Verb (abbreviation of verb) cost budget
Plan III of Amway (China) Sichuan Public Welfare Activities in 2005;
-"Cohesing every love and igniting every heart 1+ 1= 1 Love Journey"
catalogue
I. Purpose and significance of the activity
Second, the content of the activity
Three. Implementation of activities
Fourth, activity cost.
I. Purpose and significance of the activity
Through the love and dedication (contact in advance) to the poor mountainous areas and old revolutionary areas along the Sichuan train, the interpretation of "1+ 1= 1" is given.
Gather a little love, light a sleeping heart and build a beautiful society. Let the love of Amway people spread throughout the land of abundance.
Second, the content of the activity
1, the activity starts when the love train leaves.
2. Amway's "heart" travels to the land of abundance (media follow-up report)
3. Love Journey Achievement Exhibition and Media Briefing
Three. Implementation of activities
In mid-May, the love train set off and the activity began.
The journey of love ends in late May.
This activity was planned and docked by Bluebird Enterprise Planning Co., Ltd., and jointly implemented by Amway (China) Sichuan Branch and Bluebird Enterprise Planning Co., Ltd..
Four. Activity cost (omitted)
Amway (China) Sichuan 2005 Public Welfare Activities Planning Proposal IV Red Tour;
-Long March trip, general trip
I. Purpose and significance of the activity
Second, the content of the activity
Three. Implementation of activities
Fourth, activity cost.
I. Purpose and significance of the activity
This year coincides with the 60th anniversary of the victory of the Long March and the anniversary of the victory of War of Resistance against Japanese Aggression. The country has just passed a series of big Beijing laws, such as the anti-secession law. By organizing employees to relive the Long March trip, we can reflect the national consciousness of an enterprise, get rich, think about the source and never forget the national history. It will have a very sensational effect!
Second, the content of the activity
1. Organize employees to travel on the Long March.
2. Organize employees to revisit the general's hometown.
3. "Remember the national history" oath ceremony
Three. Implementation of activities
Around Tomb-Sweeping Day in April, employees were organized to revisit the general's hometown in three ways (south Sichuan, north Sichuan and east Sichuan).
In May, organize employees to relive the Long March trip.
At the same time, the media reported that the event was planned and docked by Bluebird Enterprise Planning Co., Ltd., and was jointly implemented by Amway (China) Sichuan Branch and Bluebird Enterprise Planning Co., Ltd.
Four. Activity cost (omitted)
Disclaimer: The property right belongs to Chengdu Bluebird Enterprise Planning Co., Ltd., please do not steal or reprint it without permission or cooperation!
The initiator of this case
Tian Hua: Director, registered planner in China (CertificateNo.: 00023 1). He used to be a director of the World Famous Enterprise Alliance (WUVE) and consulted many well-known enterprises such as Wuliangye Group, Delixi Group, Han Jie Science and Technology, Malata Group and Reciprocal Business. Participated in and presided over a number of influential planning activities, including the 2 1 century U.S-China economic and trade science and technology forum, the overseas listing forum of private enterprises in the west, the development summit of Shu merchants' culture and private enterprises, the 2003 Spring Festival shopping festival in Chengdu, China, and the promotion of Sichuan Taichang Industry and Sichuan Jutao Enterprise Group CIS.