202 1 Model essay on enterprise marketing planning scheme

When making plans, enterprises usually make a marketing plan in advance to make future marketing more thoughtful. So how to write a good marketing plan? The following is the "202 1 Model Enterprise Marketing Planning Scheme" compiled by me for your reference only. Welcome to reading.

202 1 Model of Enterprise Marketing Planning Scheme I. Preface of Meat Food Marketing Planning Scheme

With the increasingly fierce market competition, the means of competition are becoming more and more diversified. Advertising plays an increasingly important role in market competition. Through advertising, we can constantly enhance consumers' confidence and guide their ideas. With the increasing diversification of media methods, there are more and more choices for enterprises, and it is difficult for many enterprises to choose one or more media methods to effectively publicize and promote their products and enterprises.

At present, China's meat processing and production market is still in the development stage, with many production enterprises, mixed fish and dragons, immature legal environment and market order affected to varying degrees; Many manufacturers do whatever it takes to make a profit, and xx's poisonous ham is a good example.

Xx Company is a well-known company that produces and processes meat products in Island City. In the market competition, the company has improved its competitiveness through resource integration and gradually formed a relatively complete product series. On the basis of traditional products, barbecue products are added. When "returning to nature and enjoying life" becomes the pursuit of more and more city people, unique barbecue products will be favored or even sought after by people. At the same time, in the market competition, enterprises constantly use television and newspapers to improve their visibility and publicize their corporate image; At present, enterprises in xx and its vicinity are developing well. With the development of the company, its market is also expanding, so it needs to enter new fields. In the new market, pre-advertising is more important. In general, its main function is to cultivate self-brand awareness and popularity in the target market, not to increase its sales. Trains are the media connecting various regions and an important way of information dissemination. In addition, in order to adapt to the characteristics of train sales, the packaging should be improved to make the products more easily understood by the passengers on the train, so as to effectively use this unique sales channel and ensure the sales volume to the maximum extent. At the same time, this brand-new exclusive sales model also shows the super strength and unique market expansion strategy of the enterprise, which is conducive to promoting products and enhancing the market appeal of the enterprise.

At this moment, we solemnly and sincerely recommend a new media method-train TV media, which can bring you unexpected results.

Second, the feasibility analysis of meat food marketing planning scheme

1, competitor analysis: At present, the meat market in xx is fiercely competitive, and brands such as xx also have the necessary market share in xx. They have improved their market competitiveness and market share through continuous advertising and promotion activities, and xx is facing a huge test.

Xx has a long history of production, established a huge sales network, built more than 400 monopoly chain stores, and established sales cooperation relations with many shopping malls and supermarkets at home and abroad. The sales volume and reputation of X low-temperature meat products rank first in all sales areas; Enthusiastic about social welfare undertakings, praised by all walks of life.

Xx, which integrates acquisition, processing and sales, has total assets of over 400 million yuan and won many honors. It ranks 15 among the top 50 enterprises in the meat industry in China, and is a leading enterprise in agricultural industrialization in Shandong Province. Have your own farm; Our annual production capacity is strong, and our products are of high quality, which are trusted by consumers. Especially recently, we have stepped up our publicity and market expansion.

Xx, the scientific concept of digesting and absorbing foreign meat-eating nations' "low-temperature meat products", has a great influence on China's low-temperature meat food industry. In Shandong Satellite TV and other TV media, they vigorously promote their products and culture, and their slogan "Wish others a long time and accompany Delis" is even more well known. Strive to create a modern corporate image, fully introduce CIS image integration system, and carry out "5S" activities.

In 2003, it was controlled by Xx Agricultural Products Co., Ltd., and its financial strength was greatly enhanced; At the same time, "xx" brand raw meat products are the only registered "assured meat" brand in xx city. It has a large customer base and influence in xx.

The survival of enterprises must be realized in competition, and only competition can promote them. The gathering of products such as xx in xx market not only shows the potential of xx market, but also shows the fierce market competition. They have strong strength in the industry, whether it is capital or technology. In order to survive in such cruel competition, they must develop themselves, publicize themselves and improve the competitiveness of enterprises.

2, enterprise competitiveness analysis:

In xx, fierce market competition tells Bo Gernert that it needs to go out and seek better and broader development space, but going out needs strong enterprise competitiveness.

Strong marketing efforts. Through the broadcast of Qingdao media such as newspapers and TV, improve the market position and brand awareness and reputation; Hold promotional activities from time to time to take the initiative in market competition; The recent public solicitation of enterprise logos, on the other hand, also shows the desire of enterprises to break through geographical restrictions and better participate in competition and expansion in other regions.

Differentiated market positioning. Market-oriented, constantly increase new products and profit growth points, increase market share, and gradually form a relatively complete product category.

Advanced production technology. Strive to learn from foreign advanced experience and introduce and develop advanced production technology; The appearance of barbecue products fills the blank of meat food in China.

Quality service guarantee. Its own logistics system can deliver the freshest products to consumers in the shortest time, which is undoubtedly very competitive for the meat industry with high preservation requirements.

Strong capital strength. Strong skills in production, equipment, market investment and fund raising and application; Have rich experience in risk assessment.

Good talent mechanism. Pay attention to the cultivation and reserve of talents, ensure that the enterprise has the right people in the right positions in the process of expansion, and ensure the normal operation of the whole system; Strong technical research and development personnel and strong product development capabilities.

Enterprise competitiveness is a comprehensive measure of various indicators, which requires enterprises to achieve effective coordination and balance in all aspects in the development process. To sum up, Bo Gernert has the conditions to develop to a higher goal in terms of capital, technology and talents. In development, the most important thing is to fully integrate existing resources and turn them into advantages, and deliver them to customers and consumers in a timely and effective manner. This requires us to build a new and broader information dissemination platform, stimulate consumers' desire for consumption, enhance consumers' confidence in consumption and grasp the market initiative through brand-new communication experience.

3. Marketing strategy analysis: Any enterprise needs to have a clear marketing strategy and develop gradually under the guidance of its market positioning. At present, the target market of xx is mainly xx and its vicinity, but with the development of enterprises and the change of market situation, we need to go out and find new profit growth space. We should choose the target market according to the comprehensive conditions. GDP is an important measure. Because the north prefers livestock food, while the south prefers poultry and wildlife food, and the food culture in the south is very different from that in the north, it is necessary to focus on the northern market. Because of the special relationship between xx and xx, X has a large amount of xdp. Our preferred target market should be xx market, and the main markets in xx province should be those towns with developed economy. At the same time, we should also give consideration to learning and gradually explore the surrounding areas such as xx, so we should focus on these aspects when choosing advertising time. When choosing marketing methods in new fields, we must first understand that advertising is an intangible investment and needs a long process of adaptation and influence. In the early stage of the market, we should fully study the input-income ratio; Secondly, in the market competition, the effect of competing with the media is not a dream, and foreign media generally have a sense of protection, which has a great influence on our marketing methods and effects; Moreover, competitors have the necessary market share in the local area, and local protectionism is more serious; Finally, due to the massive investment of CCTV, provincial satellite TV and other national TV media,

Moreover, the purpose is not strong, which is very effective in shaping the brand image, but its influence in the target market is not great. Therefore, the investment in advertising should cooperate with brand building and product promotion to win. It is this feature that train media can combine brand building with the promotion of products in the target market.

Third, the market demand of meat food.

As an indispensable part of public life, meat food is closely related to people's lives. Xx grasped this point well. In terms of product quality, the software and hardware are constantly improved, and the accuracy of quality inspection is improved through the improvement of hardware facilities. Through the implementation of quality management software, it provides a reliable guarantee for the quality of "xx" brand and establishes a good brand image. At present, with more and more attention paid to the quality of life, "green environmental protection" is still a major complaint point in our publicity. To serve people, products must first have the most popular features, and then they can be treated with features. Therefore, all walks of life have played the banner of "green environmental protection", which is a life concept. We can't go against the background, but we still have to play the banner of "green environmental protection" so that consumers dare to buy first.

Four, meat food marketing planning scheme

According to the characteristics of the train, we have formulated a product marketing plan for you, which consists of two parts:

1, train supermarket. Using the environment of the train itself, we study moving the supermarket to the train. The passenger flow of trains is huge, about 20 million passengers a year. The routes we operate cover about 300 million people in coastal open areas, so the market space is huge. We can offer you the sale of meat products on the train. There are various forms of sales on the train. There are not only fixed restaurants and sales points on the train, but also multi-frequency mobile dining cars for sale, which can get close to every potential consumer and greatly improve the possibility of consumption. We can also plan and organize some interactive programs for product promotion and publicity according to the needs of market development through oral sales and ribbon promotion by train staff. At the same time, broadcast the delicious package advertisement made by xx food during meal time and set up advertising language (xx reminds you that it is lunch and dinner time, please eat on time, wish you good health and a pleasant journey), which can further stimulate consumers' appetite and desire to buy.

On the other hand, in the trains we operate, most passengers have strong purchasing power, and they generally have a distinct concept of life and health awareness. Therefore, under the condition that we reduce the price of food on the train, our sales volume will be greatly improved than before.

In the end, based on the principle of cost saving, the packaging requirements for food consumed on the train are simple, convenient and quality-guaranteed. Therefore, we can reduce the packaging cost and increase the profit; For most high-quality consumers, their awareness of environmental protection and hygiene is relatively good, so we can provide paper towel service when supplying food. The outer packaging of paper towels can attract foreign investment through advertising, which can not only establish good customer relations and establish a good image, but also reduce the total cost.

2. advertising. Our advertisements are monitored by closed-circuit television system to ensure the broadcast quality; Because it is broadcast on the train, it is easier to count and measure the arrival rate and benefit of advertisements. Based on a comprehensive study of all aspects, we have designed 30-second and 5-second TV advertisements for you. The 30-second advertisement was caught and displayed to shape the brand image. The broadcast time is once in the morning, once at noon, once at noon and once at night. According to different time, different seasons, specific festivals, the length of the journey, and the number of passengers, the insertion of advertisements is specifically arranged through different advertising forms, and it is recognized by the final customers. This 5-second TV advertisement, with beautiful pictures and friendly tips, is played during meal time (noon and evening) to stimulate people's appetite.

202 1 model text of enterprise marketing planning scheme 2 1. Planning purpose

The plan mainly focuses on marketing financial products, including online banking, micro-credit cards and low-carbon credit cards. Its purpose is to expand the social influence of xx Bank, enhance its market position, raise its popularity and broaden its business scope.

Second, the marketing environment analysis

(1) Macro-environmental analysis:

1. Political environment. At present, the political environment in China is relatively stable, and there are no serious economic and political conflicts and problems. The management of the country guarantees the credibility of the bank for our residents, which makes our residents more comfortable to participate in online banking transactions, and Alipay cartoons also have a broader distribution space; China strongly supports innovation and entrepreneurship, which provides good conditions for the development of micro-credit cards.

2. Natural environment. With the development of economy, human activities have brought great burden to the natural environment. The greenhouse effect caused by the massive emission of carbon dioxide makes people pay more attention to environmental protection. In order to implement Scientific Outlook on Development, it is an effective way to save energy and reduce emissions by adhering to the road of "sustainable development" and establishing "personal green files" for low-carbon credit card customers.

3. Economic environment. At present, the overall economic situation in the world is still grim. The international financial crisis poses a great threat to the world economic growth, and China's economy also has great resistance. However, the domestic macro-economy is in a steady growth trend, the continuous development of the capital market and the change of residents' charging structure and financial management concept bring good opportunities, and the government's support for banks is still very strong. Online trading and encouraging entrepreneurship have greatly promoted the economic development of China.

4. Competitive environment. After China's entry into WTO, with the influx of international banking giants, xx and other world-renowned big banking groups have set up branches in China. Their good reputation and excellent service have brought considerable strength to some domestic banks. Our banking industry must explore new development space, so at this time we started the development of online banking, micro-credit cards and low-carbon credit.

(B) SWORT analysis of financial products

1. Advantages

(1) information advantage. The postal bank is located in xx. Because of its long-term service to the local market, the Postal Savings Bank has a close relationship with the local government and customers, is familiar with the economic and social situation within its jurisdiction, and has a good environment and market advantage.

(2) Policy advantages. The government should increase investment and preferential policies in rural areas to meet the requirements of new rural construction. Banks take it as their responsibility to support the development of agriculture, countryside and farmers and local economy, with clear principles and clear market objectives, and are easy to get local government support.

(3) Environmental advantages. The sustained and high-speed economic growth, environment and urbanization process in xx city.

(4) its own advantages. Since the reform and opening up, China's financial industry has developed rapidly. In the whole organizational system of financial institutions, small and medium-sized banks are the fastest growing and most dynamic groups. They are active in the economic field with unique vitality and vitality, and their role cannot be underestimated. The rapid development of small and medium-sized banks' business scale, good economic benefits and gradual expansion of their business scope are their own development advantages.

2. Deficiencies

(1) popularity. A large number of interviews, questionnaires, telephone surveys and other forms show that the general public and small and medium-sized enterprises know little about xx Bank. Small scale and poor convenience will also lead to the postal savings bank not being the first choice.

(2) consciousness. Xx bank officially opened in x month, and its market awareness is very low. Compared with the four major state-owned banks, their competitiveness is at a disadvantage. Many citizens' understanding of xx Bank has only reached the level of "rural cooperative credit cooperatives", and they do not understand the transformation from "postal savings" to "commercial banks".

(3) form. The business field is narrow, the product innovation ability is poor, it is impossible to make personalized and differentiated products for customers, and the business update to attract customers is not timely.

(4) the level of employees. Compared with other banks, the overall comprehensive quality of employees in xx Bank is not high, and the level of specialization is relatively weak.

(5) service level. Lack of effective marketing service system, after-sales service is not in place.

3. Opportunities.

(1). Increase the promotion of products and services, and expand market share. For example, interactive publicity can be conducted in schools, entertainment places and public places, so that more people can understand and come into contact with relevant financial products.

(2) The breaking of policy barriers has given small and medium-sized financial institutions in rural areas a huge development space.

(3) The world ecological environment is deteriorating day by day, and the development of low-carbon economy has become a global consciousness. Carrying out carbon trading is the only way for people to use market mechanism to lead the development of low-carbon economy. Under the background of low-carbon economy, China commercial banks should actively respond to the opportunities and challenges brought by economic transformation, constantly promote financial product innovation, actively participate in the construction of China carbon trading market, and gradually establish and improve a low-carbon financial system to meet the challenges of the new global low-carbon economy.

(4) In recent years, the banking industry in China has achieved rapid development. Under the situation of economic globalization, China's banking industry is facing great opportunities: the opportunities brought by macro-control to commercial banks; Opportunities brought by the transformation of economic development model to commercial banks; In addition, many commercial banks take real estate development loans and mortgage loans as their main investment directions. Commercial banks should constantly look for new core customers in the process of enterprise development model transformation, which may include new materials and new energy, and these industries will have better prospects in the future.

threaten

(1). Under the influence of the world financial crisis, the world economy is still not out of the trough.

(2) With the entry of foreign banks, the market competition of many newly established small and medium-sized banks is more intense.

(3) Limited by the current policies in some places, the expansion to other areas is restricted.

(3) Analysis of market competition

(1). China's commercial banks are an important pillar of national economic development, the market foundation of financial macro-control, and play a decisive role in the national economy. With the accelerated development of economic globalization and financial integration, commercial banks in China will be more and more impacted by foreign banks and the global economic crisis.

(2) State-owned commercial banks occupy an absolute monopoly position in China's financial system, which makes small and medium-sized banks face realistic market competition pressure. Unfair competition is bound to occur in a highly monopolized market, and the small and medium-sized banking system is facing great challenges. In recent years, due to insufficient market share, weak capital and low electronic level, domestic small and medium-sized banks have three major ills: the proportion of their own funds is seriously insufficient; The quality of credit assets is low; The business variety is single and the profit level is low. How to improve the living environment of small and medium-sized banks in time and properly solve these diseases will directly affect their survival.

(3) In order to maintain competitive advantage, we must make clear the state of competitiveness, diagnose, cultivate and consolidate competitiveness with the changes of environmental factors, and maintain and expand the distance between the owners of competitiveness and competitors. Otherwise the competitiveness will be imitated or even surpassed. Therefore, the premise of doing this work well is to establish a scientific and reasonable evaluation index system and make a timely and correct evaluation of comprehensive competitiveness. Not only will the public understand the characteristics and advantages of various businesses of small and medium-sized banks, but banks themselves can also clarify their competitive advantages and market position.

(D), corporate image analysis

Xx Bank was formerly known as Linfen Postal Savings. Adhering to the fine tradition of people's post and serving the people, the bank gives full play to its geographical advantages, popularity and mechanism, takes it as its own responsibility to support the development of agriculture, rural areas and farmers and local economy, closely revolves around the business philosophy of "market-oriented and customer-centered", establishes and improves the modern enterprise system, clarifies the market positioning, and relies on modern scientific and technological means to accelerate the innovation of financial products and services, highlight personal business and retail business, and fully serve the people.

Three. Analysis of the problems faced by the market

(1) Strong competitiveness:

In addition to state-owned banks, there are many small and medium-sized banks in China, such as Bank X, and some large foreign banks, such as xx. In contrast, xx Bank has great shortcomings in popularity, product innovation ability and service system.

(2) poor innovation ability:

One of the main challenges facing China's banking industry at present is product innovation and service innovation. In the survey, it is found that financial products such as online banking and micro-loan cards of xx Bank are common in many banks, but not unique.

Fourth, the market opportunity analysis

V. Objectives of marketing planning

First, improve its popularity, pave the way for the bank's better development in the future and realize its ultimate goal of "becoming a national rural cooperative bank".

Second, follow its mission of "basing on local conditions, supporting agriculture, countryside and farmers and serving the community".

Three, establish a good corporate image, full of social responsibility, adhere to Scientific Outlook on Development, take the road of sustainable development.

Fourth, the concept of green bank is deeply rooted in people's hearts.

Six, marketing strategy

1. An online banking channel that provides financial services such as account inquiry, transfer and remittance to individual customers of Hangzhou United Bank through the Internet, with the brand of "Harvest E-Net". By advertising in crowded places such as buses, schools, hospitals and commercial streets. During the promotion period, the minimum inter-bank transfer fee is 1 yuan, and the transfer in the system is free of certificate and annual fee, and the USBKEY is given free of charge, so that more people can understand the special business of Hangzhou United Bank.

2. Opening online banking will reduce certain fees, such as U shield cost and password renewal fee. At the same time, free online banking will be given during the promotion period, and extra points will be earned for promoting online banking services.

3. Online banking can be bound with family members. If one of the family members is short of cash in the online payment card after handling the family card, they can jump directly to other family cards for accumulation without charging any handling fee. At the same time, mobile banking can be bound at the same time.

202 1 Corporate Marketing Planning Fan Wensan Modern people worry that big fish and big meat will cause diseases such as high cholesterol, high blood pressure and stroke. Therefore, people urgently need natural, healthy, convenient and accessible food, and fresh canned fruit juice is one of them. At present, most fruit juices on the market are only 10%-30%, and 100% pure fruit juices are few.

First, the beverage market competition situation

1. Market leader: xx pure juice

2. Market challenger: xx juice

3. Market followers: xx Orchard

4. Market replacement: xx products of our company.

Second, the target market of beverage marketing

Office workers who eat out: Most office workers solve their lunch outside or bring their own lunch boxes, or order lunch boxes collectively or eat out. It is inconvenient to eat fruit, so canned fruit is a healthy and convenient choice for them.

The second stage will be extended to primary and secondary school students and eventually to all health-oriented families.

Third, the beverage market segmentation.

1. Gender: female (majority) male (minority)

2. Income: the monthly income is more than X yuan.

3. Consumption habits: I like cheap and convenient items.

4. Lifestyle: Pay attention to health, beauty and beauty.

5. Region: A highly urbanized region -XX

Fourth, commodity positioning.

1. Commodity: "xx" is a fruit plan, but the name denies "plan" because "dew" gives people a more precious feeling than "juice", which means concentration and careful refining.

2. Brand: freshbar means fresh bar. Although it is homophonic with Sanba Festival, it is also homophonic with samba, which can deepen the impression of consumers and has a tropical feeling, which meets the demand of tropical fresh juice.

3. Packaging: 150cc aluminum foil packaging, limited appetite after meals, 150cc is just right, you can drink it all at once, and the aluminum foil packaging is light in weight and convenient to carry.

Five, beverage marketing planning scheme

Pricing strategy of intransitive verbs

1. Purpose:

Strive for market share, reaching 30% within one year.

2. Other brands:

(l)xx Xiaobaoji: 125cc, aluminum foil packaging 10 NT.

(2)xx juice: 250cc, pop-top cans 20 yuan NT.

(3)xx fruit garden: 250cc, aluminum foil packaging 16 NT.

3. Pricing:

In order to gain the market share of Yimei Xiaobaoji, the price is determined as NT 10, 150cc, and it is packed in aluminum foil.

Seven, access strategy

(1) Advertising: