Please accept it, thank you!
Question 2: How to write 10 for the target and expected effect in the marketing plan? Objectives: How much sales can you bring from the planned activities, how to help the enterprise, how to meet the expectations of customers, how to market the employees of this enterprise, etc.
The expected effect is the same: sales volume, advertising effect, customer satisfaction,
In your marketing activities, it is not difficult to write whatever you want, and there is no right or wrong.
Question 3: How to write a good marketing creative plan, just like a delicacy. In addition to fresh materials and good texture, you need to add seasonings such as oil, salt, sauce and vinegar to control the temperature. Only in this way, delicious food is delicious. But why are there not many good marketing schemes? This actually reflects that consumers have low evaluation of marketing methods, product quality and service level, lack of trust, and more concerns and complaints.
Now the products of many enterprises are very good. But why don't consumers buy it? The reason is very simple, just like the root cause of a bad dish is mostly not the material problem, but the seasoning problem. Grasping condiments is a great skill in Chinese and western cooking. The advantage of Chinese food is that it is easy to cook delicious rice, but it is not necessarily nutritious, such as soup mixed with pimples or oily noodles. The advantage of western food is that it is not fragrant but rich in nutrition, such as sandwiches. At present, many domestic enterprises are marketing for the sake of marketing, maximizing benefits, boasting too much seasoning and too many conceptual ideas. So if you compare marketing to cooking, how can you make a delicious, nutritious and healthy dish?
Good marketing planning needs to study market trends, consumer behavior and data to support marketing plans and communication plans. The most important thing of good marketing is creativity, and good creative marketing has a value chain: creativity-research-consultation-communication. The four points in this value chain are the seasoning functions of edible oil, salt, sauce and vinegar. Creativity is like oil. You can fry it when it is hot, and you can touch it. It can arouse hundreds of flavors and sparks. Generate * * *. Research is like salt, too salty and too commercialized; Less is too light and lacks research taste; Consultation is like sauce, adding flavor and color, turning ideas into actions and data into methods. Spread like vinegar, the key point is to promote metabolism in the body. Although the taste is sour, the effect is obvious, which quickly dilutes the marketing plan and content. If there are detailed and powerful data and facts to support creativity, it will be just right and delicious.
Creativity is a broad word in marketing, which is unique in giving ideas, ideas, directions and ideas. Creativity does not come out of thin air, but from innovative ways of thinking, from the normal state of being fond of denying oneself, from the desire to dare to adopt early adopters, and from the courage to exceed customers' expectations. In short, creativity first is just a bright spot, an idea, an outline, an interest and a vision of marketing planning, which gives this planning a platform and direction for brainstorming.
Creativity should be emboldened. With the initial creativity, we need to learn, demonstrate and support to increase our confidence, and then carry out the second creativity. The previous thinking is an idea, thinking, system, direction or platform to guide thinking. The second idea behind is to promote idea idea to the creative implementation of the action plan. For example, Zero Group first advocated non-governmental forces to participate in the evaluation of public management. At first, it was just an idea. Later, through research, it was found that there is a great demand for social management, which is the general trend of development. Then they designed a series of activities such as "Listening to Public Opinion Award" and "Golden Bell Award" through negotiation, and then fixed the communication result as an annual routine. In this era of more and more attention to people, it is particularly important for explorers to keep up with the development of new media and make marketing more emboldened, based on research and beyond research data and facts.
Original text: CRM118/article-788-1
Creativity is to turn ideas into actions and research into methods. Your actions and methods are qualitative changes, and you need to provide a series of complete plans, including goals, objectives, milestones, market positioning, marketing positioning, customer orientation, price positioning, brand positioning, service positioning, communication positioning and so on. It is a dish in the same pot as creativity and research, and it is a brother, not a stranger, so its coherence, integrity, innovation and feasibility should be consistent, reflecting the core elements of the creative marketing value chain that we have always emphasized.
Question 4: How to write the marketing plan? Content and format of marketing plan
1. Executive Summary and Key Points of Marketing Plan
Trademark/pricing/important promotion means/target market, etc.
2. Current marketing situation
(1) Market situation: current product market/scale/advertising/market price/profit rate, etc.
(2) Product status: varieties/features/prices/packaging currently on the market.
(3) Competition: the main competitors in the current market and their basic situation.
(4) Distribution status: sales channels, etc.
(5) Macro-environmental conditions: consumer groups and demand conditions.
3. Situation analysis
Advantages: Advantages in sales, economy, technology, management and policy.
Disadvantages: Disadvantages in sales, economy, technology, management and policy (such as policy restrictions such as industrial control).
Probability: Market probability and assurance.
Threat: the biggest threat and risk factor in market competition.
To sum up: how to develop strengths and avoid weaknesses, give full play to your strengths, and avoid weaknesses and risks.
4. Marketing planning to achieve the goal
Financial objectives:
The company's sales revenue forecast for the next 3 or 5 years (if the financing is successful):
(Unit: 10,000 yuan)
Marketing objective: What is the gross profit margin of sales cost?
5. Marketing strategies adopted in marketing planning
Target market:-
Positioning:-
Product line:-
Pricing: the composition of product sales cost and the basis for setting sales price, etc.
Distribution: distribution channels (including agency channels, etc. ).
Sales team: formation and incentive mechanism, etc.
Service: after-sales customer service.
Advertising: the form of advertising.
Promotion: promotion method.
R & ampd: product improvement and new product development plan.
Market research: the main means and methods of market research.
6. Action plan
Marketing activities (time) arrangement.
7. Expected income statement and other important financial planning statements:-
8. Risk control: risk sources and control methods.
Marketing plan step directory 1. Overview 2. Analysis of market conditions. Goal 4. Marketing strategy. 4P combination strategy 6. Action plan. Cover? The cover of the plan can provide the following information:
(1) Name of the plan; 2 plan customers; (3) The name of the planning organization or planner; (4) Planning completion date and planning applicable time period.
The main body of the planning book mainly includes:
1) planning purpose. At the beginning of the opening of the industry, there was no systematic marketing strategy, and it was necessary to plan the marketing plan according to the market characteristics.
2) Analyze the current marketing environment.
1, current market situation and market prospect analysis:
① 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.
(3) the acceptability of consumers, which requires planners to use their own information to analyze the market development prospects of products.
For example, the planner's risk analysis of a brand mouthwash in Taiwan Province Province, and the case of marketing advertising planning in Diana made a wonderful judgment on the product market. As pointed out in the product market growth analysis:
(1) the good performance of similar products, Li Shidelin shows that Germany has little risk of entering the market. ② The widespread acceptance of another similar product in the market shows that Li Shidelin has defects. (3) Mouthwash belongs to family members' products and has a great market.
(4) The improvement of living standards and the increase of the middle and upper classes indicate its future market growth.
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 plan is ... >>
Question 5: How to write the marketing plan? How to write marketing plan?
What is a marketing plan,
How to write marketing plan? What are the basic components of a complete marketing plan?
today
Let's start with the simplest format and learn to write marketing plans step by step.
Marketing plan copy or marketing plan,
It is a written report form of marketing planning.
Marketing planning copy should be standardized in form,
Distinctive features, concrete and vivid, and strong operability. How to write a marketing plan before typing?
What's touching? First of all, copywriting.
The length should be consistent with the complexity of the planning content.
The form of the copy should be explained,
The language of the copy should be simple,
Smooth,
Vivid,
Vivid and vivid, the structure of the copy should be rigorous, perfect and hierarchical.
Into, interlocking, take care of each other. Generally speaking, one
Preface to a complete marketing planning case
――
main body
――
final result
――
The appendix consists of four parts.
1
foreword
Also known as introduction,
Is the beginning of the planning case.
The function of preface is to attract readers' attention and interest.
Camping here
How to write a brilliant and eye-catching marketing plan is more demanding, not only concise,
The theme is clear. exist
The preface mainly includes the following parts: planning special topics.
(
Introduce the origin, background and significance of the topic.
)
, guide
think
(
Clear theoretical basis, behavioral motivation, basic requirements and the most
end-all
)
And the key points, difficulties and emphases.
(
the point is
Refers to the main problems to be solved in the planning and operation;
Difficulties refer to the difficulties and obstacles that may occur in the planning process;
The key is to be right.
Planning is the most critical and decisive factor.
Sue.
)
The emphasis is on describing why such a plan should be implemented.
That is, to put this policy
Clearly expressed the importance and necessity of planning.
This will attract readers to read the text further.
If this goal is achieved,
So the preface
This role will be brought into full play.
2
. text
Text is the main body of the planning case, and its contents mainly include:
①
Start and end times. Explain the year, month and day when the plan was implemented and the year, month and day when it ended. Time security
The arrangement should be scientifically calculated, which can leave room and pay attention to work efficiency.
②
Location and environment. Explain the operation area, scope and internal and external environment of this scheme. And give an analysis and explanation.
③
Content object. Indicate the development project, specific tasks, main ideas and operation points of this topic, and put forward relevant requirements.
④
Methods and means. Make clear the operation methods of this topic, choose scientific operation means and implement specific measures. square
The choice of legal means should be scientific and effective according to the content and object of the plan and local conditions.
⑤
Program steps. Arrange the planning process of this project, divide the operation stages, and indicate the start and end time, specific tasks and main objectives of each stage to ensure the orderly implementation of the planning case.
⑥
Statistical analysis. Analyze the basic situation of manpower, material resources and financial resources needed in the implementation of the plan, count its standard dosage, and do everything possible.
It is possible to be thrifty, careful and careful, make full use of it, invest less and have high efficiency.
⑦
Personnel responsibility arrangement. Organizer, commander, participant, person in charge, etc. Plan and equip tools for each stage in the implementation of this special project.
Body arrangement, clear responsibility and rights, and implement it to people. In the text, we can see the marketing plan.
How to write a book directly
Determine the actual program steps,
So when writing, you can't just treat it as an armchair strategist.
Each link should be arranged in depth.
After careful consideration, every detail must be implemented.
three
finally
The conclusion is the summary, prediction and suggestion of the planning case. Its contents mainly include:
①
Briefly summarize the full text of the planning case;
②
Predict the possible problems and final impact in the implementation of planning cases, and put forward countermeasures;
③
Put forward opinions and suggestions on matters related to the planning scheme and its operation.
four
appendix
The appendix is the questions and materials accompanying the planning case.
This is the attachment of the plan.
The purpose of the appendix is to provide planners with.
Observation proves that,
Such as a sample of consumer questionnaires,
The original photos and other video materials of the symposium and so on.
Finally, it is necessary to point out the planning cases.
The name of the design unit and the author, and the last time.
Format is the beginning of learning to write marketing plan.
But in the actual market operation,
How to write a marketing plan is by no means simple.
The format standard is so simple that ... >>
Question 6: How to write the general structure of the marketing plan;
1. Scheme description (why did you order a scheme, and what kind of problems should this scheme solve)
2. Market analysis (who are your consumer groups, what are their characteristics and how to divide them)
3. Marketing strategy (what marketing strategy to adopt, which consumer groups to target respectively, how to catch the eye and how to build marketing channels).
4, media/promotion strategy (in order to realize your marketing strategy, what kind of method do you need to take? Whether to advertise or promote, list detailed methods, budget and cost accounting)
5. Effect evaluation (evaluating the social and economic benefits generated by the marketing plan)
6. Risk assessment (possible risks and solutions in the process of scheme implementation)
7. Conclusion (conclusion, etc.)
Question 7: How to write the benefit evaluation of marketing planning? The so-called relative market share refers to the ratio of the market share of each product of the enterprise to the market share of the biggest competitor in the same industry. Relative market share is an important index to analyze the competitive situation of enterprises, and it is also a comprehensive economic index to measure the marketing situation of enterprises. The high relative market share shows that the enterprise is in good marketing condition, strong competitiveness and in a favorable position in the market; On the other hand, it shows that the marketing status of enterprises is poor, their competitiveness is weak and they are at a disadvantage in the market. The consultant team marketing team is the evaluation of the sales effect by the sales team in the sales planning. In consultative selling, there are three main ways to evaluate team performance. (1) The life cycle assessment strategy of the sales team evaluates the team members after each customer's sales activities. This strategy has three advantages: first, the sales activities have ended, which can comprehensively measure the task completion and work output of team members and improve the accuracy of performance evaluation. Secondly, timely evaluation and incentive measures after evaluation can improve the incentive effect for team members. Third, the information needed for performance appraisal is easy to collect, team members remember their work achievements and mistakes clearly, and the evaluation opinions are easy to reach agreement. The disadvantage of this strategy is that team performance evaluation is more frequent and takes more time when there are more customers. (II) Performance Appraisal Scheme The post standard strategic appraisal scheme is the carrier of appraisal work, which stipulates the content, appraiser, appraisee, appraisal index and weight of performance appraisal, and its core content is to formulate a reasonable appraisal index system according to the characteristics of different posts. Team consultative selling is a temporary organization whose goal is to complete a sales activity. Although the composition of different sales teams is slightly different, the key positions and responsibilities of the team are relatively fixed. For example, the position of technical consultant is responsible for technical communication with customers and writing technical solutions; Business consultants are responsible for the preparation of bidding documents, contract negotiation and signing, etc. Because the position is relatively stable, a set of standardized and universal evaluation schemes can be set up according to different job responsibilities. This scheme is not only a tool to evaluate each sales team, but also the direction of team members' efforts. In a small-scale sales team, there may be a phenomenon that one person holds multiple positions at the same time, and it is necessary to assess all the positions he undertakes. (III) Value contribution of team members Post-driven strategy The performance of a team is not only related to the remuneration the team receives, but also related to the process and method of performance measurement. However, it is difficult to accurately measure the value contribution of team members to sales activities, and people tend to adopt a subjective and qualitative evaluation method. Although the evaluation system of marketing planning effect is still incomplete. But as long as the planning goal and direction are established, the planning effect can also be evaluated correctly.
Question 8: How to write the marketing plan of WeChat public platform? Wechat public platform marketing, I hope this article will help you.
First of all, as an official WeChat account, you must have something that can make people live. You are attractive, but when others see it, your official WeChat account has no content, and fans won't stay for long.
The so-called content includes the following points:
1. Selling products, product pictures don't need to be exquisite, but at least people will have the urge to take a look. At the same time, the product details page should be as complete as possible. If you have the time and energy, you can make several main products into beautiful videos and make a link. If customers who want to buy see the video, they will feel more practical and the probability of buying will be at least 50% higher.
2. Have your own unique style. Whether it's color or overall style, you have to do it with your heart. Don't bring some messy pictures casually to lower your level. If you need to know more about WeChat operation,
3. There are regular preferential activities. Fans are willing to stay, and there must be certain benefits. If you don't do anything for ten and a half months, fans' interest will decrease until they stop paying attention.
4. Respond to every message in time and seriously. Since a fan sends you a message, he is at least an active fan. If these fans interact well, they will become loyal fans and it is difficult to run away. If you need to know more about WeChat operation,
5. Don't let your page scare away "users with difficult choices". You have done all the previous points, but the page is too "fancy". For example, the main interface is usually three first-level menus, and five second-level menus can be set below each first-level menu. Then the problem is coming. Some people make their secondary menu very confusing. For example, fans can't find the entrance to the homepage of your store; For example, put the pages of service class and interactive class in a menu item; For another example, the acquisition of menu names makes people unable to understand what it is for at a glance. At the same time, the pages should be classified page by page, and don't be messy. It introduces products and enterprises, belonging to the same category; Interacting with fans belongs to another category; It is prompted by some shopping help and belongs to the same category. Otherwise, when fans see those menu items that only you can understand, they will be at a loss and think that the content of your official WeChat account is very confusing and have a bad feeling.
Do your basic content first, and then promote adding powder. Don't believe the myth that the circle of friends sells things with a monthly income of tens of thousands or even millions. Why? Because it is really a myth, haha. So, how to add powder? How to promote it? It's actually the same thing. First of all, talk about QQ group plus powder. I want to say that this method is simply weak. QQ group promotion, like brushing the screen in a circle of friends, will only lead to three results: 1.qq group sends a link or is directly kicked out after QR code. Basically, the probability of someone clicking in or sweeping you is less than one in ten thousand, and you will be despised by others. Swiping the screen in the circle of friends makes friends visually tired (they already know that you are promoting, so the latter is basically ineffective except for the first and second time) 2. Tired 3. Waste of time 4. Affect the feelings between friends.
The available and effective methods are as follows:
Offline promotion:
1. Promotion of offline cooperation.
This needs to be done in combination with product characteristics. For example, if you work in women's clothing, you can make good use of the resources of nearby universities. If you think that college students are not the main consumers, you are wrong. Just search the latest spending power survey. College students generally have financial support from their families, have enough spare time and are very willing to accept new things. If you cooperate with some school clubs to do some activities, such as talent contests, welcome parties, provide some clothes, do a fashion show, and enjoy code scanning discount (this discount can give full play to your intelligence). In short, this college is finished, and there is another college. This school is finished, and there is another school. For example, when I make home appliances, I usually cooperate with some large shopping malls or supermarkets and send small gifts after scanning the code. Such fans are generally of high quality, and the input cost can increase or decrease in time with the effect, which is very flexible. For those who sell other products, please use the method of drawing inferences from others. This is just to provide an idea. I believe that as long as you find the right target consumers, use the right way, meet the tastes of fans, and the method that suits you can be copied continuously. If you need to know more about WeChat operation,
2. Other offline promotion methods.
In addition, going to parks, playgrounds and other places and doing some recreational activities will also make a difference ... >>
Question 9: How to write the standard format of marketing planning scheme?
First of all, the cover
Second, the directory
Third, the content of the program.
(1) Planning target environment
1. Macro environment (political environment, legal environment and economic environment) of the planning object.
2, the local planning environment (social and cultural environment, science and technology environment, natural environment, population environment).
3. Opportunities and threats provided by the above environmental conditions and trends.
(2) Basic information of competitors
1. competitor profile: past sales, market share, sales volume, profit and other economic indicators.
2. Sales concept and culture: company concept, common values, business policy, business style, corporate mission and objectives.
3. Overview of planning project.
(3) Market analysis
1, market research
2. Market research: research topics, research methods and research results (data and charts).
3. Market planning.
4. Market characteristics.
5. Competitor queuing-superior, peer and subordinate competitors (based on market share or sales).
6, competition pattern identification-whether to form a market leader, challenger, follower, vacancy.
7. Market performance, marketing plan, competitive strategy and competitive advantage of major competitors.
8. marketing opportunities of this project.
9. Market analysis of similar projects around (market size and trend of specific regional industries, market structure of specific regional industries, market environment of specific regional industries).
10, distribution map of similar planning objects around.
1 1. Comprehensive market analysis of the project (market statistics of industries such as market share and sales).
12, project advantages and disadvantages analysis (overall advantages and disadvantages; Advantages and disadvantages in marketing. The best and worst aspects in marketing, the best and most successful aspects or fields in marketing. )
13, Market Opportunities and Obstacles
(D) Project Positioning
1, project location and theoretical support
2. Project requirements and theoretical support
(V) Market positioning
1, main market (target market) positioning and theoretical support point
2. Positioning and theoretical support of the secondary market (auxiliary market)
(6) Owner's information
1. Classification/distribution of owners.
2. Characteristics of the owners (What are these owners like? How do they live and receive services and related services? )
3. How many owners are there?
4, the owner's consumption behavior/psychology (why decoration, decoration process to pursue what characteristics? Decoration process, influencing factors before decoration).
5. Decoration incentive measures.
(vii) Developing marketing activities
1, the target of the marketing campaign.
2. Target market.
3. Face the problem.
4. Competitive strategy, competitive advantage and core competitiveness.
5. Marketing positioning (determination of differences in differentiated competition).
(8) Marketing strategy
1, planning strategy: (1) planning concept; (2) Brand and packaging planning.
2. Price strategy: (1) pricing ideas and price determination methods; (2) price policy; (3) the management of the price system.
3. Channel strategy: (1) channel selection; (2) channel system construction/management; (3) Channel support and cooperation; (4) Channel conflict management.
4. Promotion strategy:
(1) The general idea of promotion;
(2) Selection of promotion means/methods;
(3) the concept and theme of promotion;
(4) Promotion objectives
(5) Original promotion scheme/plan, advertising planning, advertising strategy and advertising script;
(6) Promotion process;
(7) the effect of promotional activities;
(8) Promotion expenses.
5. Development strategy of planning activities (1) Timing of activities (2) Countermeasures (3) Effect prediction
(9) Marketing/sales management
1, marketing/sales plan management.
2. Marketing/sales organization management:
(1) Organizational functions, job responsibilities and working procedures;
(2) Personnel recruitment, training, assessment and remuneration;
(3) sales area management;
(4) Marketing >>
Question 10: How are the publicity plan and marketing plan written? . . . I didn't understand it the first time. This is really difficult for others to answer, and the unreasonable scheme of the product is different; First of all, we need to understand the products, package and publicize them, and now we need to choose the appropriate publicity or sales methods. First, determine the goal to be achieved and the expected preparation (including the expected cost, resources, manpower, etc.). ), the implementation plan (implementation process) and the expected effect (expected effect) are basically done from these points.