For many marketers, what they do in their actual work is more about some links in marketing activities. As a marketer, it is very important to have a macro grasp of marketing. In the process of doing things, we must constantly think about the significance of what we do. And marketing planning is a process that needs to think and grasp market activities from the overall situation. Step 1: Determine the goal. Everything must have a goal, especially marketing planning. If there is no goal, it is impossible to work out what to do next. In reality, we often find a lot of marketers doing things, and suddenly say, I want to advertise, I want to do EDM, I want to do Weibo and so on. The problem is that we haven't figured out the purpose of doing these things, and what kind of purpose we want to achieve by spending so much energy and money. This is the first thing to think clearly before doing things. For marketing planning, your goal is to increase brand awareness, whether to increase sales leads or finally get sales, you should think clearly at the beginning of planning. Step 2: After the environmental analysis determines the target, the next step is to analyze the environment according to this target. The analysis includes social wind direction, economic situation, policy trend and so on. , and the micro includes its own advantages and disadvantages, competitors and so on. A common model is SWOT analysis, which lists the company's strengths, weaknesses, opportunities and threats in four quadrants, and then considers how to make the best use of its strengths and opportunities, at the same time make up for its weaknesses and avoid the corresponding threats. The third step: strategic formulation strategy is a plan on how to achieve the goals set in the first step under the current situation. Taking the goal as the core, the process of making a strategy is like drawing a map. You stand at the starting point and watch the finish line. There are various foreseeable and unpredictable factors in it. You should consider how to reach your destination with the lowest cost and the highest quality. Compared with means, the height of strategic station is higher. For example, in order to improve brand awareness, we will consider using advertising, public relations, conferences or online marketing to achieve this goal. Step 4: Planning must conform to strategic planning. The strategy points out the direction, and the plan is a more detailed action plan than the strategy. In practice, plans often involve details of various ways. For example, advertising, in the scheme, it is necessary to determine the time and media of advertising; For meetings, you need to determine the schedule, location, customers, etc. Meeting; For online marketing, it is necessary to determine the target audience and the means used (DM/EDM/ mobile newspaper/webinar /SEM, etc.). ), timetable and so on. The plan must be executable and in line with the strategic plan. Step 5: Budget Control In an enterprise, budget is the basis for determining whether a strategy is feasible. When making a plan, we should comprehensively consider the budget factors and make maximum use of the limited budget, especially for some small and medium-sized enterprises. Insufficient budget is a problem that market people often face. In this case, how to better balance various means and how to get the maximum output with the lowest budget is a problem that must be considered in the plan. Step 6: Plan execution and strict monitoring are important factors for the success of the plan. In the process of implementation, it is necessary to summarize and adjust in time. When it is obvious that some methods are not well implemented, or some better methods are found, or even some methods deviate from the target in implementation, adjustments must be made in time. Regular monitoring and summary is a very necessary part in the implementation process, which can effectively avoid the irreversible situation. Step 7: Summarize and promote. After a marketing plan is implemented, there will always be gains and losses in this process. In reality, marketers are more eager to show the good side of the activity to their superiors and hope to get their approval. But it is more important to summarize the shortcomings in the whole process, record them and share them with other colleagues, so as not to make similar mistakes in the next planning and continue to improve. PS: In the process of work, you should always think about your work according to the above seven steps, which will definitely improve your ability to grasp the macro and make your work more systematic. With specific ideas, how did a standard and perfect marketing plan come into being? 1. Principles of marketing planning In order to improve the accuracy and scientificity of planning, we must first master several main principles of planning: 1. The purpose of planning with the principle of logical thinking is to solve the problems existing in enterprise marketing and plan according to the conception of logical thinking. The first is to set the situation, explain the planning background, analyze the current situation of the product market, and then tell the whole story in the planning; Secondly, the specific planning content is elaborated in detail; The third is to clearly put forward the countermeasures to solve the problem. 2) The principle of simplicity should focus on the key points, grasp the core problems to be solved in enterprise marketing, make in-depth analysis, and put forward feasible corresponding countermeasures, which are highly targeted and have practical guiding significance. 3) According to the operating principle, the scheme is designed to guide marketing activities, and its guidance involves everyone's work in marketing activities and the handling of the relationship between each link. 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 requires that the planned "ideas" (creativity) should be new, the content should be new, and the expression method should be new, giving people a brand-new feeling. Innovative ideas are the core content of the planning book. Second, the basic content of the marketing planning plan has no fixed format. According to the different requirements of products or marketing activities, the planning content and compilation format have changed. However, from the general law of marketing planning activities, some elements are the same. Therefore, we can discuss some basic contents and writing format of marketing plan. The cover of the cover plan book can provide the following information: ① the name of the plan book; 2 plan customers; (3) the name of the planning institution or planner; (4) Planning completion date and planning applicable time period. Because marketing planning has certain timeliness, the market situation in different time periods is different, and the marketing execution effect is also different. The main body of the plan mainly includes: 1) The purpose of the plan is to establish a clear view of 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, thus requiring all employees to unify their thinking, coordinate their actions and work together 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: at the beginning of enterprise opening, there is no systematic marketing strategy, and a marketing plan needs to be planned according to market characteristics. With the development of enterprises, the original marketing plan has not adapted to the new situation, and it is necessary to redesign a new marketing plan. Enterprises need to adjust their marketing strategies accordingly and reform their business direction. The original marketing plan of the enterprise has made serious mistakes and can no longer be used as the marketing plan of the enterprise. The market situation has changed, and the original distribution scheme has not adapted to the changed market. Under the general marketing plan, enterprises need to design new phased plans in different time periods according to market characteristics and market changes. 2) Analyze the current marketing environment and 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, and you will win every battle", so this part needs planners to know more about the market. This part mainly analyzes: 1, market status and market prospect analysis: 1) the marketability, actual market situation and potential market situation of the product. 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) Consumer acceptability, which requires planners to analyze the product market development prospects with their own information. 2. Analyze the influencing factors of product market. This paper mainly analyzes the uncontrollable factors that affect products, such as macro-environment, political environment, and residents' economic conditions, such as consumers' income level, changes in consumption structure, 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 also 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 becomes 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: the low visibility and poor image of enterprises affect product sales. The product quality is not up to standard, the function is not complete, and it is left out by consumers. The packaging of this product is too poor to arouse consumers' interest in buying. Improper product price positioning. Poor sales channels or wrong channel selection hinder sales. Promotion means are useless, and consumers don't understand the products of enterprises. Poor service quality makes consumers dissatisfied. Insufficient after-sales protection and worries of consumers after purchase 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 Target Marketing target is the specific target that the company will achieve on the basis of the previous tasks, that is, the economic benefit target to be achieved during the implementation of the marketing planning scheme: the total sales volume is ×××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××× Pay attention to the main consumer groups of products. Establish a wide range of sales channels and continuously expand sales areas. 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 eyes of consumers, we must have a strong sense of brand creation. 4) product packaging. As a product, packaging gives consumers the first impression and 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: widening the price difference between wholesale and retail, and mobilizing the enthusiasm of wholesalers and middlemen. Give appropriate discounts and encourage more purchases. Based on cost, with the price of similar products as reference. Make the product price more competitive. If the enterprise takes product price as its marketing advantage, it should pay more attention to the formulation of price strategy. 4. Sales channels: What are the sales channels of products at present? What are the plans for the expansion of sales channels? Take some practical policies to encourage the sales enthusiasm of middlemen and agents or formulate appropriate incentive policies. 5. advertising. 1) principle: ① obey the overall marketing strategy of the company, establish the product image, and pay attention to establish the company image at the same time. (2) Long-term: the individuality of advertising products should not be changed, but should be multifunctional. Consumers will not know about the products, but they will make their old customers feel strange. Therefore, it is necessary to put consistent advertisements in a certain period of time. ③ Summary: While choosing diversified advertising media, we should pay attention to the ways with good publicity effect. (4) Cooperate with regular promotion activities from time to time, seize the appropriate opportunity, and conduct them flexibly at the right time, such as major holidays and commemorative activities of the company. 2) The implementation steps can be carried out in the following ways: ① Putting product image advertisements in the early stage of the planning period. (2) After the sale, timely launch the advertisement of wanted agent. (3) put promotional advertisements before holidays and major events. ④ Seize the opportunity to conduct public relations activities and reach out to consumers. ⑤ Make active use of news media, be good at creating and using news events, and improve the popularity of enterprise products. 6. Specific action plan. According to the characteristics of each time period in the planning period, various specific action plans are put forward. The action plan should be detailed, comprehensive, operational and flexible. We should also consider the cost, do what we can, and try our best to achieve good results at a lower cost. Pay special attention to the marketing focus of seasonal products in off-season and peak season, and seize the marketing advantage in peak season. 6) The cost budget of the planning scheme records the expenses in the whole marketing scheme promotion process, including total expenses, stage expenses, project expenses, etc. Its principle is to get the best effect with less investment. The cost budgeting method is not discussed in detail here, and enterprises can make specific analysis and formulation based on experience. 7) This part of the scheme adjustment is a supplementary part of the planning scheme. During the implementation of the plan, there may be places that are not suitable for the actual situation, so the plan must be adjusted in time according to the feedback from the market at any time. The preparation of marketing plan generally consists of the above contents. Different products and marketing objectives of enterprises can also be selected in detail. ————————END———————— At present, with the development of the Internet, all-media, holographic media, all-staff media and full-effect media have appeared, and the era when information is everywhere, everywhere and everyone is using it has become a major trend! Enterprises and market development must keep pace with the times, boldly use new technologies, new mechanisms and new models, accelerate the pace of integrated development, and maximize and optimize the publicity effect. As an important carrier of information, media is widely used in all aspects. Micro will Mobile, an interactive marketing operation service platform for "WeChat+"event scenes, continues to maintain the original interactive marketing operation service function of the platform event scenes, conforms to the development trend of digital technology and media communication, and comprehensively upgrades the platform service system at the beginning of 20 19 to create a three-dimensional service system of "all-media strategy+WeChat live interaction+marketing transformation engine", striving to provide assistance for the conference and exhibition activities in 1-2 months. Yuan Shuai, founder of Micro-Will Mobile Platform, said: "Due to its fast speed, wide coverage and far-reaching influence, the new media communication mode has been increasingly accepted and relied on by the event organizers, and with the general trend of all-media development, the event itself will become a huge media platform. Although the role of media varies from activity to activity, for most activities, media communication should be regarded as an extremely important part of the activity itself, which plays an important role in brand communication, influence diffusion, project investment promotion, sponsorship cooperation and so on. And in accordance with the regulations or practices of the activity industry, contact in advance before the activity, receive and coordinate during the activity, return the manuscript after the activity, and maintain the key cooperative partnership at ordinary times. The traditional role of news media communication is declining, and its value significance mainly focuses on the endorsement of the credibility of events. It is inevitable for the event industry to give play to its own advantages, build its own influence on Internet and mobile Internet media communication, and build its own traffic pool and data pool. " The times are changing, and enterprises that conform to the trend have room for development. Operator: Yuan Shuai, an expert in the field of informatization and digitalization of convention and exhibition industry, PMP project management division, background of network marketing and search engine marketing operation, data analyst, professional manager of e-commerce in China, CEAC national information computer education certification: network marketer, SEM search engine marketer, seo engineer. He is currently the co-founder and executive director of Beijing Xinhuiyou Technology Co., Ltd., the co-founder of Xinshehui Platform, the founder and chief marketing consultant of Weiyuan Mobile Platform, the online operation of Jinghua source boutique series B&B, the business partner of Beijing Hongyu Interactive Technology Co., Ltd., and the marketing partner of TAS blockchain traceability project. The initiator of the comprehensive service solution of double-line closed-loop digital operation of o2o activity scene and the comprehensive implementation scheme of digital information operation of activity scene, and the co-founder of micro-dynamic service.