An overview of marketing planning in theoretical articles

Module 1 Connotation and principles of marketing planning. Planning and marketing planning 1. The connotation of planning 1) The definition and elements of planning are widely used in various occasions and media in today's society, but what is the original intention of planning? In ancient China, planning was nominal, which was close to the meaning of current planning, strategy, tactics and countermeasures. For example, Xin Qiji said in "Training the Militia to Defend Huai Shu": "Things should not be rushed, and soldiers should not win without a plan." He defined planning as thinking ahead about what to do. Another example is the Biography of Emperor Gaozu in Historical Records: "In strategic planning, the winner is thousands of miles away." Planning is defined here as the strategy that determines the battle of a thousand miles. For another example, the ancients said: "Everything is established in advance, and it is abolished if it is not foreseen." Plan is to comprehensively consider all kinds of situations, fully estimate every possibility, judge the development trend of things, and design and choose the action mode that can produce the expected effect. In short, it is planning. The word "planning" is interpreted as a plan and scheme in Ci Hai. Plan and plan according to the explanation of Modern Chinese Dictionary. The word "planning" is frequently used in western developed countries, just like the "planning" in our country. Harvard Business Management Series holds that "planning is a procedure, which is essentially a rational behavior using brain power." Americans call planning soft science, also called consulting industry, consulting industry or information service, public relations communication. Well-known planning consulting companies such as RAND Corporation and McKinsey & Company. At the end of the 20th century, McKinsey & Company of the United States made a comprehensive plan for the development strategy of China Group today. Its planning report is "Building a Leader in the Non-carbonated Beverage Market", which is 300 pages long. Today, the group has invested120,000 yuan for this purpose. Today's group believes that the McKinsey report is characterized by practicality. Now the group operates according to this plan, and the sales in 1998 reached 3 billion yuan, an increase of more than 100% over previous years. The Japanese call planning planning. Junichiro Koizumi pointed out in the Practical Handbook of Planning Books: "In a sense, everyone's thinking can be regarded as a generalized planning. But the planning referred to today is a special content, that is, highly planned and purposeful planning. " Tian Chuang, an expert who has been engaged in business planning research for a long time, believes that planning has many definitions from different angles. For example, ask "what is a good plan", where the plan refers to wisdom and creativity; When it comes to "planning must be carried out from now on", planning becomes "the act of creating wisdom". Therefore, planning can show different contents at different times and occasions. Hetian Chuang defines planning as: planning is an act of wisdom or wisdom creation that obtains better results through practical activities. Almost all companies and enterprises with a certain scale in Japan have their own special planning departments, and enterprises attach great importance to planning work. For example, in the 1970s, Japanese car companies entered the China market on a large scale. Considering that domestic people may have the sentiment of boycotting Japanese goods, Toyota Motor Corporation planned an advertisement that imitated Tang poetry: "There will be a Toyota car one day." Since then, the image of Japanese Toyota, together with this advertisement, has been widely publicized and known in the streets of major cities in China. The above definition and planning examples illustrate a truth: planning is a very complicated activity, which is different from general "suggestions" and not just "ideas". In fact, it is a kind of planning that contains creativity. Therefore, planning is a comprehensive innovation activity to solve the existing problems, achieve specific goals, put forward novel ideas and countermeasures, and formulate concrete and feasible plans to achieve the expected results. From the definition of planning, we can see that planning includes the following elements. First, there must be a clear theme goal. If there is no theme goal in the planning, it will become a patchwork of aimless ideas. Not only is it not a successful plan, but it can't solve the problem. Second, be innovative. The content and means of planning must be novel, peculiar, exciting and touching. Third, there must be the possibility of realization. It should be achievable under the existing human, financial, material and technical conditions, otherwise even the best planning is empty talk. 2) The difference between planning and planning. "Planning" is similar to "strategy" plus "plan" in English, and "plan" has similar meaning to "plan" in English. Planning is to study "what to do" and carry out brand-new and creative design around the set goals. Planning is to study "how to do it", and it is a specific arrangement for organizing and implementing the designed design. See table 1- 1 for the difference between "planning" and "planning". Table 1- 1 Difference between "planning" and "planning" Table 2. The connotation of marketing planning Marketing planning is referred to as marketing planning, which can be said to be one of the main activities of enterprises. In the late 1980s, Hulbeart, Laermann and Honegger in the United States once conducted a survey, and the results showed that among the top leaders in charge of marketing, more than 90% managers participated in specific marketing planning every year. In terms of time, they spend an average of 45 days a year on marketing planning. In other words, excluding rest days in a year, marketing planning time accounts for 20% of the working time of the whole year. Marketing planning is based on the analysis and prediction of marketing environment and market development trend, planning the future marketing activities of enterprises, and forming a certain action plan to achieve the predetermined marketing goals. Based on the analysis of market environment and full possession of market competition information, this kind of planning comprehensively considers external opportunities and threats, its own resource conditions, advantages and disadvantages, competitors' strategies and market change trends, and finally formulates a standardized and procedural action plan, including conception, analysis, induction and judgment, until strategy formulation, plan implementation, tracking, adjustment and evaluation. Marketing planning also includes three elements: creativity, goal and operability. It is not a unique and refreshing marketing strategy and cannot be called marketing planning; Without specific marketing objectives, planning cannot be implemented; However, the unworkable scheme, no matter how ingenious and outstanding the idea is and how specific and inspiring the goal is, has no practical value. This so-called planning can only be a waste of resources. In a newspaper with a large circulation in Australia, an eye-catching advertisement was published one day, which meant to airdrop a watch in a square and give it to the person who found it for free. This suddenly aroused widespread concern in Australia. On the day of the airdrop, helicopters arrived as scheduled and thousands of watches fell from the sky. People in all directions who have been waiting for a long time are boiling Those lucky enough to find the watch falling from a height of 100 meters are excited when they find that the watch is still intact and accurate. This great pioneering work of Citizen Company has become a hot topic reported by various news media. Since then, Citizen watches have enjoyed a worldwide reputation, and the quality of Citizen watches is even more impressive! The marketing planning goal of Citizen Watch is to expand the popularity of Citizen Watch, so all planned activities serve to achieve this goal. Television advertisements and other means could have achieved this goal, but ordinary television advertisements are not creative and will not cause such a huge sensation. The planners of Citizen watches put their creativity into the promotion activities, and proved the quality of their products with watches falling from the sky. This is an unprecedented planning scheme. This kind of planning was feasible under the conditions at that time. The difference between marketing plan and marketing plan. Marketing planning is different from marketing planning. Marketing planning is the arrangement and balance of people, money and things involved in enterprise marketing activities according to experience and convention, while marketing planning emphasizes creativity, initiative, pertinence and operability, and does not stick to previous experience. In the face of a problem to be solved, always plan first and then plan. For example, in order to solve the marketing problem of "how to expand the influence of Citizen watches", the think tank department first carries out marketing planning. After a period of investigation, we chose the helicopter to launch the watch, and chose this magical land of Australia as the launch point, and made a marketing plan. The marketing plan is finished here, and the next work is the marketing plan. Relevant personnel handle every detail in the implementation of the planning scheme according to the marketing planning scheme. For example, the first step is to negotiate with Australian officials and obtain permission to airdrop in a square in the Australian capital; The second step is to rent several helicopters at an airport; The third step is to entrust an Australian newspaper to publish an advertisement about airdrop watches. It can be seen that the planning here is the specific work after marketing planning, that is, how to put the planning results into action step by step. Planning is a process of grasping the direction, summarizing and sorting out ideas, forming a written plan and putting it into practice. Second, the basic characteristics of marketing planning As a new branch discipline and new practical activities in the field of marketing, marketing planning has the following main characteristics. 1. Marketing planning is a subject of innovative thinking. Marketing planning is essentially a management philosophy and marketing methodology, so it is a subject of innovative thinking. Marketing planning is a dialectical, dynamic, systematic and divergent thinking, which integrates all kinds of explicit and implicit resources owned and available by marketing planning objects from a new perspective, and under the guidance of new arrangement and combination, makes all kinds of production factors form the greatest economic benefits in the input-output process of production and operation. It mainly includes the choice of innovative thinking route, the design of business philosophy, the integration of resources and the supervision and management of marketing operation process. As a subject of innovative thinking, marketing planning especially emphasizes the change from single linear thinking to compound thinking, from closed thinking to divergent thinking, from isolated static thinking to dialectical dynamic thinking, and from "living within our means" thinking with a strong color of small-scale peasant economy to "living within our means" thinking in market economy. The ultimate goal of marketing planning is to make the object of marketing planning appear in the market with a brand-new look by integrating various resources of enterprises, and it is unique, exclusive and authoritative in the market under specific time and space conditions. Only by achieving these "three characteristics" can we make excellent marketing planning, which can not only meet the innovative needs of market competition, but also make the objects of marketing planning produce "first Mover effect" and "fission effect" in market competition, so as to seize market opportunities, have the nuclear fission energy of the market, expand broad market space for enterprises and realize the goal of maximizing comprehensive economic benefits of enterprises. In short, no matter what project, innovative thinking is based on the originality of marketing planning, guiding marketing planners to use the method of system engineering to scientifically analyze, summarize and synthesize various production factors, market resources and social resources put into production and operation from the height of management philosophy, thus producing greater overall functional effects. 2. Marketing planning is a marketing system engineering. In essence, marketing planning is to build a new marketing system project by using the resources owned and available in the marketing process of enterprises, and arrange and combine all aspects of the system according to the new business philosophy and business philosophy. In the design of this marketing system engineering, the design of business philosophy is always in the core and primary position. In marketing planning, the design of marketing idea is the premise and shadow of all other marketing activities, and marketing activity is the prototype of marketing idea. The design of marketing concept is the core force to command, guide and standardize the engineering design of other marketing systems, which permeates the whole marketing planning process. Marketing conceptual design is the soul of the whole marketing planning, which not only endows the planning object with colorful external images, but more importantly injects the essence and soul of modern social culture into it. For example, in the classic case of marketing planning-The Myth of Country Garden, Wang Zhigang clearly pointed out that real estate ≠ reinforced concrete is to create a new lifestyle, comfortable living and a community lifestyle and social and cultural environment conducive to the development of its consumers, so that piles of reinforced concrete have a living soul, which is the conceptual design of marketing planning. It aims at consumer satisfaction, puts forward new social values and new lifestyles, arouses consumers' demand and desire to buy, fully satisfies this demand and desire, and creates new markets. Marketing planning is a systematic engineering design. Its main task is to help enterprises make use of various rich resources in the open economy, namely, regional resources, domestic resources and global resources, explicit resources and hidden resources, controllable resources and uncontrollable resources. And integrate them in a systematic way, so that they have a huge "nuclear fission" effect in the marketing process. Marketing planning is to analyze, create, design and integrate the marketing activities of enterprises with scientific, thorough and orderly systematic analysis methods, and systematically form a logical thinking process and action plan with highly unified objectives, means, strategies and actions. Therefore, marketing creativity, as a spark of wisdom, can not be said to be marketing planning, but can only be said to be creativity in marketing planning. Marketing planning emphasizes the integration of existing resources and available resources. Integration is a basic category and important principle of system theory. System theory is a scientific theory developed in the middle of the 20th century, which holds that the whole consisting of interrelated and interacting factors with specific functions is a system. Any system is not a simple addition of its constituent factors, but an organic whole formed by these factors under specific contact methods and quantitative proportions. Groups have new functions different from constituent elements or subsystems, which are "greater than" the simple set of isolated attributes of each constituent element. Marketing planning is to seek the input-output ratio of "1+ 1 > 2" in marketing activities according to the integration principle of system theory. Marketing planning is the integration of a series of ideas and strategies, and it is a systematic project based on the integration of various elements, resources, disciplines and processes. Therefore, as a theory, marketing planning is a systematic science; As a practice, marketing planning is a systematic project. 3. Marketing planning is a highly practical subject with maneuverability. Marketing planning is a practical subject. Marketing is not an empty theoretical sermon, but a solution to various intractable diseases raised by enterprises in real marketing activities. The marketing plan that enterprises need most is not only to answer the question that enterprises should explore the market and make money, but more importantly, how to explore and build the market and how to obtain rich profits in the fierce market competition. Under the guidance of innovative thinking, marketing planning is to draw up a feasible marketing planning scheme for enterprises, and put forward the time, place, steps and systematic strategies and measures for developing and building the market, which must also be highly feasible under specific resource constraints. Marketing planning should not only put forward the idea of opening up the market, but more importantly, make a marketing action plan on the basis of innovative thinking. In order to improve the accuracy and scientificity of enterprise marketing planning, the following basic principles generally need to be followed. First, the strategic principle of marketing planning is generally to plan and design the marketing objectives and marketing methods of enterprises in advance from a strategic perspective. Once the marketing plan is completed, it will become a marketing guide for enterprises for a long time. In other words, the whole marketing work of the enterprise must be carried out according to this plan. Therefore, when carrying out enterprise marketing planning, we must look at it from the height of enterprise marketing strategy in order to be meticulous, thorough and perfect. It is very important to plan from the height of marketing strategy. The development of Boeing Company is a successful example. Before 1952, Boeing had almost no foothold in the commercial aircraft market, and previous attempts by manufacturers to use aircraft ended in failure. Then, under the strategic guidance of being the market leader of commercial aircraft, Boeing has carried out a series of related marketing plans, and its strong sense of innovation has enabled Boeing to gain the upper hand in the fierce competition, surpassing Douglas Aircraft Company. It can be said that Boeing's later glory is really inseparable from the strategic principles of their marketing planning. Second, the information principle enterprise marketing planning is based on mastering a large number of effective marketing information. Without this information, it will lead to blindness and misleading marketing planning. At the same time, in the process of implementing the marketing plan, there will be differences between the plan and reality. The adjustment plan should also be carried out on the basis of fully investigating the existing information, and occupying a large amount of market information is the guarantee for the success of marketing planning and implementation. In the late 1960s, Lin Biao stationed 65,438+million troops, eyeing the Shenzhen River. At that time, people in Hong Kong panicked and land prices plummeted. At this time, Li Ka-shing calmly judged that China would not send troops based on the information he collected, so Li Ka-shing began to buy real estate. Facts have proved that Li Ka-shing's judgment is correct. Since 1970s, Hong Kong's economy has developed rapidly and eventually became one of the "Four Little Dragons" in Asia. At the same time, land prices soared, making Li Ka-shing the richest man in Hong Kong. Therefore, accurate information and a cool head are the keys to successful planning. Third, the systematic principle enterprise marketing planning is a systematic project, and its systematic concrete performance is two points. First of all, marketing planning is a part of all business activities of an enterprise. The completion of marketing planning depends on the support and cooperation of other departments of the enterprise, which cannot be solved by one marketing department, such as product quality, product style, payment collection and so on. The production department, design department and finance department should cooperate with each other. Second, when marketing planning, we should systematically analyze the influence of macro-environmental factors, competition, consumer demand, our products, market conditions and many other factors, and make full use of the favorable aspects of these factors to serve the marketing planning of enterprises. Fourth, the principle of timing enterprise marketing planning should be both "timely" and "heavy machine". In other words, we should pay attention to the important role of "time" and "space" in marketing planning. For example, the planning of "rice" under the "pot" in Sundiro is a "clever pen" in marketing planning. In the motorcycle war of 1999, Sundiro Co., Ltd. and Construction Group launched a noble and elegant antique car, which was deeply favored by urban car lovers. However, in the strategy of marketing planning, Sundiro Corporation and Construction Group adopted two different ways. Construction Group exposed its model car to the market for the first time at the auto show, and carried out huge advertising in TV, newspapers, magazines and other media, which caused a temporary sensation effect and laid a good foundation for subsequent product sales. The same car, Sundiro did not join the fierce advertising campaign, but made intensive production preparations. Starting with supporting parts, Sundiro invested a lot of money in prenatal technical preparation. In just three months, the monthly output of this new car reached 5,000, and the monthly output at the peak period was nearly 10,000. Because the new car of Construction Group is similar to that of Sundiro Company, Sundiro Company put its "Roman Holiday" antique car on the market before the construction group launched the new car, and succeeded in the marketing war by means of "pot" and "rice". Five, the principle of flexibility, the market is the battlefield, competition is like war. The competition in modern market economy is fierce, and the principle of flexibility has become an indispensable thinking factor in the plan. Let's take a look at the case of Kodak's "fool machine" manufacturing technology. 1February 28th, 963-An epoch-making day in the world photography history, Kodak Company invented and marketed a new camera (alias Fool Machine). But when Kodak's "fool machine" was very popular, Kodak made an unexpected and amazing move. The company declared: "We don't want to monopolize the patent of the fool machine, and all its technologies can be provided to every manufacturer in the world." In fact, Kodak's open "fool machine" technology is the embodiment of the company's planning power change. It turns out that Kodak's turnover exceeded $2 billion, its net profit exceeded $300 million, and the development fee of $6 million spent brought huge profits. At the same time, there are tens of millions of cameras in the world, and the "fool machine" independently developed by Japan will soon come out. Even if its technology is not made public, other companies have imitated and developed similar products. On the other hand, cameras are durable goods and can be reused, while film is reusable, and its market demand is growing. In view of the above considerations, Kodak Company took emergency measures and announced the manufacturing technology of the fool machine. The published results make Japan's independent development and other companies' imitation development worthless, and it is easy for companies that have not invested in research and development to have the technology provided by Kodak. More importantly, the more fool machines produced by other companies, the greater the demand for film. At this point, Kodak can concentrate on producing high-quality films for the market, and the company will still make money. There is no doubt that Kodak's fool machine manufacturing technology is the best example of the flexibility of enterprise marketing planning. Because the market is fluctuating and changing at any time, enterprise marketing planning must have the right to change. Only in this way can enterprises win in the competition without market environment. The principle of intransitive verb operation enterprise marketing planning should be used to guide marketing activities, and its guidance involves everyone's work and every link in marketing activities, so its operability is very important. No matter how good the scheme creativity is, it will inevitably consume a lot of manpower, financial resources and material resources, and the management is complicated and the effect is poor. For example, in the early 1980s, the relevant departments of China planned the project of "Sichuan gas flowing out of Sichuan", that is, the natural gas that had been mined in Sichuan at that time was transported out of Sichuan through pipelines to supply gas energy for Hubei and Hunan. Its planning scheme is not novel, and its benefits are not attractive. However, due to the shortage of natural gas reserves in Sichuan, the natural gas export project is huge, and it is difficult to continue planning, resulting in losses of hundreds of millions of yuan. Subsequently, the project ended in suspension. This profound lesson urges every planner to follow the principle of operability when planning. Seven. The principle of innovation Enterprise marketing planning needs new "ideas" (creativity), new contents and new expressions, giving people a brand-new feeling. Novel creativity is the core content of planning. For example, the opening of Shenzhen Junan Gold Bank takes public relations, business promotion, advertising and other integrated means of communication into account around the "place where true feelings shine", especially the touching series of advertisements of "true feelings service", which greatly strengthens the corporate image of Junan Gold Bank, shortens the psychological distance between enterprises and consumers, and consumers feel the sincerity of enterprises and the continuous feelings of enterprises wholeheartedly considering consumers. The opening of Jun 'an Jinxing has gained huge profits with minimal investment, and it is a successful enterprise marketing plan. Eight, the principle of benefit, Uber Ross, a talented management master, used the concept of running the Olympic Games to make the 1984 Los Angeles Olympic Games the first profitable Olympic Games in history. Ueberroth has made new moves in hosting the Los Angeles Olympic Games, which fully proves the benefit principle of marketing planning. Ueberroth's outstanding contribution is to hold the Olympic Games in the way of running an enterprise, and he explored "increasing revenue and reducing expenditure". For example, when he sold the TV broadcasting rights, he provoked the competition among broadcasting companies with excellent marketing methods and sold the ideal price; In terms of the right to use special commodities, the price has also increased due to competition; Cleverly sold the torch relay right, calculated at $ per kilometer; Boldly increase the ticket price for the opening and closing ceremonies for the first time; Distribute national medals, the full set price is as high as $6.5438+million, there is no major construction, but the student dormitory of a university is borrowed as the residence of athletes; In order to reduce labor costs, Ueberroth greatly increased the number of volunteers to 40,000, including many professionals. Due to the full implementation of Ueberroth's concept of managing the Olympic Games, the profit of this Olympic Games is $65.438+0.5 billion. At the closing ceremony, IOC President Samaranch also presented Ueberroth with a special gold medal. If the Olympic Games not only saved more than 500 million dollars for the US government and the Los Angeles city government, but also made a profit of 65.438+0.5 billion dollars, adding up to nearly 700 million dollars, this is the economic benefit of the Ueberroth plan; The social benefits of the Olympic movement and the development of the United States are even more difficult to calculate.