Network planning is the trend and need of Internet development. At present, professional network planning in China has just started. Because the network is different from mature newspapers, radio, television and other media, the network is developing rapidly, and the demand of netizens is numerous, so the publicity of the network is becoming more and more important. Where there is marketing and publicity, there is a need for strategy and planning, which leads to network planning. In addition to the daily business development needs, more personal needs are also highlighted. According to the relevant reality and demand, the planner packages some things, products and people in many ways, involving soft articles, pictures, video clips, photos, cartoons and other forms to show related things in detail, and carries out publicity and speculation with the help of various platforms, planning a series of topics to attract hot attention and discussion, so as to achieve the purpose of wide influence.
[Edit this paragraph] 2. Network planning and other planning requirements
Network planning is a new profession in the Internet age. It is different from the traditional planning. It takes the network as the media channel, conforms to the tastes and characteristics of netizens, and carries out network marketing planning, activity planning, image planning, public relations planning, activity planning, brand planning and other planning activities around commercial purposes and personal fame and hype purposes to achieve the purpose of influencing target netizens. Network planners are more advanced and adapt to the development trend of modern internet. They have more forms, wider channels and greater influence. They know how to promote and apply the Internet, understand relevant technologies, master advertising planning, and have the ability to think and plan events from a global perspective to create influence. In this era of eyeball economy, they introduce the products of enterprises in the most ingenious and subtle way, publicize their personal brands, establish a network image, and make plans for enterprises and individuals with special requirements with the most dedicated and serious heart. At present, the professional organization of the first network planner in China is the Golden Network Planning Organization.
Network planning can be summarized as: born for the needs of network propaganda, necessary for the development of network marketing, promoting the systematization of network hype strategy, upgrading and consolidating the position of network promoters, affecting the emergence and future of network public relations, being an active thinking force in cyberspace and a true embodiment of the virtual space of wisdom and strategy!
[Edit this paragraph] III. Form of network plan
There are many forms of network planning, such as blog planning, QQ group planning, video planning, picture planning, question and answer planning, network news planning, network event planning, network soft text planning and so on.
[Edit this paragraph] 4. Network planning talents
At present, there is a serious shortage of network planning talents in China, which is rooted in three important reasons: First, China's entry into the Internet age is relatively short compared with western countries; Second, there is almost no network planning major in higher education in China; Third, the cognition of small and medium-sized enterprises to network planning in society is still in a hazy stage. Regarding the cultivation of network planning talents, Zheng Junya, CEO of Eternal Technology, summed up his many years of experience in network planning and put forward four suggestions: First, take the network as the origin and cultivate horizontal ability. For example, network planners should not only understand network operation, but also understand market operation, planning ideas, resource integration, model innovation and so on. The second is to cultivate vertical ability. Network planners should not only know the current situation of network planning, but also know its past and dare to predict its future. The third is to cultivate the ability of system integration between tradition and network. Without the network, talking about tradition will be complacent, without tradition, talking about the network will be unconstrained and unrealistic. Fourth, strengthen actual combat drills. Zheng Junya, an expert in network marketing, found in dozens of successful cases that network planning cannot be separated from actual combat. Only by actual combat can network planners think from the perspective of market, network and network experts.
[Edit this paragraph] V. Development prospect of network planning
The development prospect of network planning is very good. In fact, in the later stage of informatization, especially in the post-80s, post-90s and 2 1 century, if people don't understand network planning, they will be illiterate and subject-blind in the new era. Everyone needs planning, and everyone needs network planning, which is the requirement for future college students. The most basic course that college students should study is network planning. College students who can't use the internet are not college students who keep pace with the times. Enterprises that can't use network planning are sluggish and backward enterprises. Individuals who can't use the network plan will certainly find it difficult to succeed. Governments and countries that can't use network planning will also be backward and conservative, deviating from science and technology and people. Therefore, in the next few years, a group of people will specialize in network planning, network planning will become an industry, and network planning will also become a professional course in schools.
After all, network planning is the product of popularization and technology. Therefore, people engaged in this kind of work are generally not too old, but they are rich in knowledge and cannot be too low in education. Influenced by various factors, there is a shortage of talents in this field at present, but there are still some outstanding talents born after 1980s who are doing very well in this field, and Pan Liping Studio is the representative in this respect. He has considerable experience and successful cases in personal network packaging and enterprise network publicity.