How to plan marketing strategy? What problems should we pay attention to?

Just as Professor Li once wrote, "You may only make a marketing outline, but you can't make a marketing plan", an effective marketing plan lies in helping customers solve problems, not an outline wish list. When we talk about planning again, we are essentially talking about solutions to marketing problems. With this understanding, I believe everyone has a basic understanding of what is a good marketing plan. Let me talk about my understanding based on personal experience:

1. Enter the customer's perspective and clarify the customer's demands. The customer's perspective is to enter the customer's brain and understand what he likes, hates and wants. At the same time, through communication, he can understand the current situation of customers, clarify their needs, and more importantly, let him feel that you can help him solve the problem.

2. The logic of strict prohibition. Here is to share with you a tried-and-true logic routine-SCQA. SCQA is McKinsey's writing routine, in which s stands for background-it can be used for target macro-market analysis; C stands for conflict-a conclusion that can be used for target market analysis, self-brand analysis and competitor analysis; Q stands for problem (leading to the key problem to be solved through contradiction), and A stands for answer (making enterprise strategy, strategy and sub-strategy).

3. What to do, how to do it, how to do it, how to do it, and how to do it better.

The first is "what to do", that is, to clarify customer demands and formulate marketing objectives. Here we need to explain what a reliable marketing goal is. Specifically, a reliable marketing goal is not simply exposure, but you want to change consumers' thoughts, attitudes and behaviors, so as to make the situation more powerful for you.

Then there is "how to do it". "How to do it" lies in strategy and marketing rhythm. Strategy is an action strategy aimed at changing customers' cognitive problems. For example, for some new brands, we want to be a "community" and a "brand virus video", but the question is how these strategies can help us solve user problems ~ ~, and excellent strategies are usually the main direction of strategies selected after competitive product research, market analysis, customer base analysis and capacity reserve analysis.

The second is how to do it. How to do it is to put forward targeted solutions according to the status quo and problems. For example, through analysis, we know that the brand product strength is not enough, so should we improve the product strength? For example, the channel efficiency is too low, how to improve the channel efficiency; For example, is the lack of advertising conversion a presentation problem or a media problem? How to do this is to refine the problem and provide targeted solutions to the problem.

Finally, how to do it better. Doing better requires two core skills-refined thinking and keen insight. Fine thinking lies in details, isn't there a saying? Details determine success or failure. Although the market is unpredictable, I always feel that the details of the plan can always minimize the variables. Sharp insight is to cultivate your own insight, insight into the needs of customers, insight into competitors. Insight is the beginning of all market opportunities. This requires constant exploration and accumulated experience.

Well, this is my understanding of a good marketing plan, and I hope it can help you.

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