Principles of writing planning book.
In order to improve the accuracy and scientificity of the planning book, we must first grasp several main principles of its preparation;
1) The principle of logical thinking. The purpose of planning is to solve the problems in enterprise marketing and prepare the planning book according to the thinking of logical thinking. The first is to set the situation, explain the planning background, analyze the current situation of the product market, and then come clean about the purpose of the planning center; Secondly, the specific planning content is elaborated in detail; The third is to clearly put forward the countermeasures to solve the problem.
Second, the principle of simplicity and clarity. We should pay attention to highlight key points, grasp the core problems to be solved in enterprise marketing, deeply analyze and put forward feasible corresponding countermeasures, which are highly targeted and have practical guiding significance.
Third, the operating principle. The prepared plan is to guide the marketing activities, and its guidance involves everyone's work and the handling of the relationship between various links in the marketing activities. So its operability is very important. No matter how good the scheme idea is, it has no value. If it is not easy to operate, it will inevitably consume a lot of people, money and things, and the management is complicated and the effect is low.
4) The principle of originality. The "idea" (creativity) that requires planning is new, the content is new, and the expression method is also new, giving people a brand-new feeling. Novel originality is the core content of the planning book. Some of these elements are the same.
Therefore, we can discuss some basic contents and writing format of marketing project plan. ? Cover? 6? 1 The cover of the proposal can provide the following information: ① the name of the proposal; 2 plan customers; (3) The name of the planning organization or planner; (4) Planning completion date and planning applicable time period. Because the marketing project planning has certain timeliness, the market situation in different time periods is different, and the marketing implementation effect is also different.
The main body of the project plan mainly includes:
1) planning purpose.
It is necessary to establish a clear point of view on the goals and objectives to be achieved in this marketing plan, as the driving force for the implementation of this plan or to emphasize the significance of its implementation, so as to require all employees to unify their thinking, coordinate their actions, and work together with Qi Xin to ensure the high-quality completion of the plan.
There are many problems in enterprise marketing, but in a word, there are only six aspects:
6? 1 At the beginning of the business, there was no systematic marketing strategy, so it was necessary to plan a marketing plan according to the market characteristics.
6? With the development of 1 enterprise, the original marketing scheme has not adapted to the new situation and needs to be redesigned.
6? 1 Enterprises need to adjust their marketing strategies accordingly.
6? 1 The original marketing plan of the enterprise is seriously wrong and can no longer be used as the marketing plan of the enterprise.
6? The market of 1 has changed, and the original distribution scheme has not adapted to the changed market.
6? Under the general marketing plan, 1 enterprises need to design new phased plans in different time periods according to market characteristics and market changes.
2) Analyze the current marketing environment.
Have a clear understanding of the market, competition and macro environment of similar products. It provides a basis for formulating corresponding marketing strategies and adopting correct marketing methods. "Know yourself and know yourself", so this part needs planners to know more about the market. This part mainly analyzes:
1, current market situation and market prospect analysis:
Second, the basic content of the project plan.
It stands to reason that there is no fixed format for the planning book. According to the different requirements of products or marketing activities, the planning content and format have also changed the marketability, actual market and potential market conditions of products.
(2) Market growth, which stage of the market life cycle the product is currently in. What is the marketing focus of product companies in different market stages, the effect of corresponding marketing strategies, and the impact of demand changes on product markets.
Consumer acceptance, which requires planners to use their own information to analyze the development prospects of the product market.
2. Analyze the influencing factors of product market.
This paper mainly analyzes the uncontrollable factors that affect the product, such as macro-environment, political environment and residents' economic conditions, such as consumer income level, consumption structure change and consumption psychology. For some products that are greatly influenced by technological development, such as computers, household appliances and other products, the influence of technological development trends should be considered in marketing planning.
3) Analysis of market opportunities and problems.
Marketing planning is the grasp of market opportunities and the application of strategies, so the analysis of market opportunities has become the key to marketing planning. Only by finding the right market opportunity, planning is half the battle.
1. Analyze the current marketing situation of products. The specific problems existing in general marketing are manifested in many aspects:
6? 1 The company's reputation is not high and its image is poor, which affects product sales.
6? 1 The product quality is not up to standard and the function is not complete, which has been ignored by consumers.
6? 1 The packaging of the product is so poor that consumers are not interested.
6? 1 Improper product price positioning.
6? 1 Poor sales channels or wrong channel selection hinder sales.
6? The promotion method of 1 is useless, and consumers don't understand the products of the enterprise.
6? The service quality of 1 is too poor and consumers are dissatisfied.
. However, from the general law of marketing planning activities, the lack of after-sales protection and the worries of consumers after buying may be problems in marketing.
2. Analyze the advantages and disadvantages according to the product characteristics. Discover the disadvantages from the problems to be overcome, the opportunities from the advantages, and explore its market potential. Analyze the characteristics of each target market or consumer group, segment the market, try to meet different consumer needs, focus on major consumer groups, find out the gap with competitors, and make good use of market opportunities.
4) Marketing objectives. ? The marketing target is the specific target that the company will achieve on the basis of the above objectives and tasks, that is, the economic benefit target to be achieved in the implementation of the marketing planning scheme: the total sales volume is.
V) Marketing strategy (specific marketing plan)
1, marketing purpose:
General enterprises can pay attention to the following aspects:
6? 1 Successfully expand the market with a strong advertising campaign, and adopt differentiated marketing strategies to accurately position products and highlight product features.
6? 1 Focus on the main consumer groups of products.
6? 1 Establish a wide range of sales channels and continuously expand the sales area.
2. Product strategy: Through the analysis of the opportunities and problems in the previous product market, put forward reasonable product strategy suggestions, form an effective 4P combination, and achieve the best results.
1) product positioning. The key to product market positioning is to find the vacancy in customers' hearts and let the products start the market quickly.
2) Product quality function scheme. Product quality is the market life of products. Enterprises should have a perfect product quality assurance system.
3) Product brand. To form a certain popularity and reputation and establish a well-known brand in the minds of consumers, we must have a strong sense of brand creation.
4) product packaging. As the first impression of products to consumers, packaging needs a packaging strategy that can cater to consumers' satisfaction.
5) Products and services. Attention should be paid to the improvement and improvement of product service mode and service quality in planning.
3. Price strategy. Only a few general principles are emphasized here:
6? 1 widened the price difference between wholesale and retail, and mobilized the enthusiasm of wholesalers and middlemen.
6? 1 Give an appropriate quantity discount to encourage more purchases.