Summary of marketing planning training refers to analyzing the experience of a certain stage of work and making written materials with conclusions. The following is a summary of the marketing planning training I have carefully arranged for you, hoping to help you. Oh, welcome to browse.
Marketing planning training summary 1 Four years in college, fleeting. After studying marketing related knowledge for four years, I generally feel that I have mastered half of the marketing knowledge, because many theoretical knowledge was not learned at the beginning, and it has not been applied to practice after learning, that is to say, I have just studied for four years, but I don't need it.
This is a disadvantage for our students majoring in marketing. Marketing is a major that needs to be able to speak and use. After learning the theoretical knowledge, it is most important to use it in time and master the skills. In the future work, enterprises also need capable talents, not knowledgeable talents.
We have done a lot of course practice in four years and learned some operational skills from it, but it is far from enough. We only need to personally experience the operation process of the enterprise and communicate with consumers.
It will take me a long time to learn the negotiation between middlemen and manufacturers, and then I can master the relationship between market and marketing skillfully. We are about to graduate, facing the challenge of going to the post and going to the enterprise. How to learn to package yourself and then sell it to enterprises is very important. In this case, we professionally conducted a two-week marketing planning training.
This internship is mainly to let students personally participate in the actual marketing activities of enterprises (or the theme of self-employment), plan some marketing activities according to the actual situation of enterprises, form a plan or plan book, and comprehensively improve students' marketing planning ability.
Make students master the specific methods and procedures of marketing planning; Skillfully master and use the method of planning creativity; Further improve students' market research skills; Cultivate students' ability to analyze the market, find market opportunities and optimize the target market of enterprises;
Cultivate students' product planning ability; Cultivate students' ability to use pricing strategy and design and develop distribution channels;
Cultivate students' ability to formulate promotion combination plan and prepare marketing plan budget;
The most important thing is to cultivate students' innovative consciousness, and then have certain planning book writing ability. It will lay a certain foundation for students to enter the society and take up their jobs soon.
Topic selection idea
This kind of training requires students to choose their own enterprises, products or services and then write marketing plans for them. I chose the campus promotion of "M-Zone". Why did I choose this topic? The reason for this is the following：
1 "m-zone" is closer to our life. I think it is more realistic to write about commodity enterprises that are completely embedded in our life than those that are too far away.
2 "M-Zone" holds preferential card-handling activities in colleges and universities every September, mainly for freshmen, which is a good planning opportunity;
3 "M-Zone" is convenient for investigation and market research, because users are basically all over the campus and the outlets are close to us, saving a lot of travel time;
Based on the above three points, I chose "M-Zone". After determining the topic, I read a lot of materials and visited many dormitories, and the number of users reached over 90%, so the materials were extensive and numerous. After sorting out the collected data, I initially set my own topic "Power Storm, Sailing Dream". The first "professional" growth training camp for college students in Changchun is also a campus promotion activity. Through this activity, on the one hand, it plans the study career of college students for freshmen who have just entered the university campus, on the other hand, it promotes the campus card of "M-Zone".
Training process
After the training mobilization meeting, everyone was thinking about what theme to choose, and everyone entered the training preparation stage one after another. After selecting the topic, I began to investigate everywhere, inquire about relevant information on the Internet, collect all kinds of information I need, and edit and print questionnaires. My topic is "Power Storm, Sailing Dream", the first "professional" growth training camp for college students in Changchun. It is necessary to make a complete and feasible plan for this activity.
Analysis of market background environment
The enterprise and the external environment form a large system. The internal and external environment of an enterprise are two systems in this big system, and they must cooperate with each other to produce systematic effects. But from the perspective of enterprises, the external environment is an objective condition that enterprises can't control, and it is constantly changing. Therefore, enterprises must constantly adjust their systems to adapt to changes in the external environment. Just like the relationship between organisms and the external environment in ecology, it also follows the principle of "survival of the fittest, survival of the fittest".
The influence of external environment changes on any enterprise can be analyzed from three aspects. First, it is the favorable factor of enterprise marketing, that is, the environmental opportunity of enterprise marketing; Second, the unfavorable factors to enterprise marketing are environmental threats to enterprise marketing; Third, enterprises can be regarded as neutral factors that have no influence on enterprise marketing. For opportunities and threats, enterprises must take corresponding measures to survive in environmental changes.
Characteristic analysis of dynamic region
The brand positioning of M-Zone is "fashion, fun and exploration", which is designed for young consumers who advocate individuality, pursue fashion and keep up with the trend. M-Zone creates a personalized, innovative and interesting home for young people. I believe that the M-Zone will be able to better explore the post-modern consumption concept, so as to get more people's recognition and support. American brand master David? Iger once said, "Brand is product". Indeed, a well-known brand is a guarantee of high quality. M-zone is also well aware of this truth, aiming at the young market dominated by college students and white-collar workers in the company, focusing on shaping the brand characteristics belonging to M-zone and striving to gain public recognition. After several years of publicity and promotion, what are the brand characteristics of M-Zone at present?
After environmental analysis and characteristic orientation, I integrated the information I needed, and then formally drafted the planning case. The specific content has been elaborated in the planning book, so I won't explain it in detail here. Almost all the training process depends on us to find, write and think. After writing the planning case and report, we should make a simple reply, that is, answer some questions and our own ideas encountered in the training process.
planning scheme
(1), marketing target strategy
First choice: 16-30 years old, young students, young white-collar workers.
The second goal: 22-40 years old, young people, office workers.
To understand the characteristics of the target audience, and elaborate. The employment problem of college students is more prominent. According to the latest survey data of the Ministry of Personnel in 20 15, the number of college graduates nationwide was 5120,000 in 20 15, and it exceeded 6 million in 20 15, an increase of 880,000 over last year, with a growth rate of 24%, while the national demand for college graduates is expected to be about 256. 50,000 people, 22% less than the actual employment last year, which means that 60% of the fresh graduates will face the embarrassment of adventure island, which has aroused great concern of the whole society.
Price, quality and fashion are the main factors to attract college students' consumption. Judging from the survey results, practical and rational consumption is still the main consumption concept of college students at present. It is understood that college students first consider the factors of price and quality when purchasing goods. This is because college students in China are different from those abroad. Their financial resources mainly come from the support of their parents, and they don't earn much from part-time jobs. This makes our disposable money fixed every month, about 300-800 yuan, and generally less than 3,000 yuan for a better family, which is mainly used to pay for food and daily necessities. Due to the limited spending power, college students are often very cautious when spending money, striving for "value for money", and we will try our best to search for products with good quality and low price. Whether on campus or off campus, there are more and more social activities of college students today. Coupled with the influence of urban life atmosphere, early love and many other factors, we will not consider those cheap but not beautiful products. Instead, they pay more attention to their own image and pursue taste and grade. Although we don't necessarily buy famous brands, quality is obviously what we care about very much.
(2), planning themes and objectives
"Dynamic Storm, Dream of Sailing" —— The First "Professional" Growth Training Camp for College Students in Changchun
The main business of M-Zone is mobile communication. The selected universities in Changchun 10 are representative and basically meet the coverage requirements. It will be held in September next year, mainly to promote freshmen.
Enter the brand of "M-Zone" into the new group.
Through this activity, freshmen can learn more about the M-Zone, especially all the businesses they run, and let them know that it is useful for them. It can be seen that the M-Zone is closely related to the campus life of our college students. Reflect China Mobile's sense of social responsibility, so as to enhance the brand influence of China Mobile. Establish a brand-new campus marketing channel system, so that target customers and enterprises are closely linked.
At present, universities have begun to introduce "career planning" education. As the next link of "education", "career growth" has become the iconic mainstream culture on campus. This activity provides internship opportunities and a more scientific career growth platform for college students' employment from the perspective of "difficult employment" and lack of work experience. Strengthen the cultivation of professional ability to make up for the important link missing in the process of college students' identity transformation from students to company employees. Grasp yourself in practice, learn to survive in the competition, and comprehensively improve the comprehensive quality for the future. Development provides a clear goal orientation and quality foundation.
(3), media planning
The activity of "Dynamic Storm, Dream of Sailing" is based on the campus, making full use of the propaganda of network communication and cooperating with traditional media, which has aroused widespread concern in society. It is mainly divided into social propaganda, campus propaganda and network interaction.
Social Publicity-Changchun Daily, University Newspaper and Radio Station
Campus publicity
Publish news of activities through campus radio, school newspaper, campus website and community.
Put up posters on the main publicity boards on campus.
Distribute activity leaflets in libraries, dormitories and other places where students have intensive activities.
Network interaction
1. Publish relevant information through the network (such as QQ group, intranet and Tian Jian). Com, douban, class 4, grade 5) arouse students' interest and concern;
2. Scroll and play the latest information of activities on the company website;
3. Open an employment forum on the company website. After registering as a member, students can post words and photos here to provide a platform for college students to communicate.
4. Establish QQ group in the "M-Zone" of campus, where students can speak freely and discuss employment-related topics.
practical experience
I think the most headache in the whole training process is to write a planning case. Although the information has been collected, it is not so simple to integrate the information into a complete and feasible planning case. Almost half of the training time is spent on writing reports and planning cases. Therefore, if you want to complete a feasible and operable planning case, you must have solid theoretical knowledge while making full preparations.
Through this training, I know how to complete a plan from the vague impression of marketing planning before to the deep impression now. Preparation is necessary, investigation is necessary, interview is necessary, everything is necessary. Without one of them, planning is incomplete or infeasible. In the process of writing, clear thinking is the key to decide whether you can write a good planning case, and it is also a backbone that runs through the planning case, and all work is carried out around this backbone. Marketing planning: an enterprise wants to transform the environment to conquer customers and is ready to put it into practice. In this era of fierce competition, to seize customers is to seize the market. How to grasp customers? Then you need to get close to customers and communicate with them. This activity needs a perfect plan to know that you are going to do it. this
Marketing planning training summary 2 marketing planning training experience 1:
In a blink of an eye, the week's marketing training is over, leaving me with endless aftertaste and profound experience. The theme of this training is "Campus Economy". Campus economy is a regional economy based on campus and developed for students. Its main body is college students, and its development field mainly comes from campus. This is a practical training in line with our current situation. Now we are faced with the choice of finding a job or starting a business. Through this training, we can see our own good ideas for starting a business and open another door to success.
This is a group assignment. There are five people in our group. When we know the theme of this training, we will express our opinions and see where to start our business. Finally, according to the characteristics and opinions of five people in our group, we decided that our selling point was breakfast. Maybe breakfast is not new to us. But as a college student living on campus, every day we are faced with the same breakfast as the canteen or the breakfast that we think is unhealthy outside. Another point is that college students now have the habit of sleeping late and will ignore breakfast. But breakfast is very important to everyone and can't be ignored. According to these opinions, our "come early" breakfast shop came into being. One of the most important functions of our breakfast shop is to deliver breakfast to consumers in person.
sales planning
Before making the planning book, we planned the daily tasks of training. According to the plan, we are working hard every day and finishing the task seriously. First, we analyzed the marketing environment. Only by analyzing the marketing environment first can we make a good marketing strategy. When analyzing the marketing environment, the five of us will consider it together, and everyone will express their opinions, whether it is correct or not, and then reach an agreement. After the environmental analysis, we also have a better understanding of the identified market. The next step is the investigation and prediction, mainly the questionnaire design, and then the questionnaire analysis is carried out according to the filling opinions of the questionnaire. Questionnaire design is mainly to determine whether we have a market and whether everyone is interested in such a market. According to the opinions of the interviewees, we can improve our products and see the market clearly. In the face of the collected questionnaires, we saw many sincere opinions. We are full of confidence in our own market, and some students even ask us if we really want to open a shop. When we heard the inquiry, we felt confident at the beginning. Our idea was feasible. Everyone attached great importance to breakfast, but sometimes we gave up eating breakfast because of time. From one questionnaire after another, we have seen a potential big market with optimistic prospects. Then we made our target market and subdivided it. In this way, we can better determine the next action according to the market. Secondly, the marketing strategy combination, which is the most critical step, needs to be analyzed from the aspects of products, prices, distribution channels and promotion. Every analysis should proceed from reality in order to better market our products. In the "4PS" analysis, five people in our group are trying their best to open up our market. Only by working together with Qi Xin can we play better. Of course, in order to make a good plan, we need to budget our business. Although we have never really come into contact with the business, nor have we read the financial statements and financial analysis of the enterprise, we have made a budget for our funds according to our existing market. Finally, it is a summary. By summing up, we can see where to start facing the market and what our shortcomings are.
This training applied written knowledge to practice, which not only deepened our understanding of marketing, consolidated our theoretical knowledge, but also improved our marketing ability. Through group cooperation, we understand the importance of cooperation and how to cooperate with a group, which lays the foundation for us to face the society in the future. This kind of practical experience has benefited us for life, accumulated experience for us and enabled us to face the future better.
Marketing planning training experience 2:
After two weeks of planning practice, I deeply feel that enterprise planning is an effective behavior to improve market share. If it is a business planning case with outstanding creativity and good enforceability and operability, it will play a positive role in improving the visibility of enterprises and the reputation of brands.
In the process of planning, I realized that planning includes: creative planning. Give an idea, give an idea, come up with a good idea Public relations planning. Plan one thing, from beginning to end, make a plan and implement it step by step. Market planning. Through thinking and operation, with the help of media, tools and relationships, we create a new thing and make it widely popular. Strategic planning. Through long-term investigation and study, the ideas of science, business and politics are collected to make predictions, plans and plans, and provide overall information consultation, information collection, decision-making plans and implementation plans for major events. Strategic planning. Provide general ideas, operational methods, implementation criteria and operational means for creative planning, public relations planning, market planning and strategic planning.
In order to write an excellent plan, there are high requirements for the planner's knowledge level and working ability: first, the knowledge ability requires the enterprise planner to have relevant knowledge in planning, advertising, economy, literature, politics and ideology. Scientifically analyze and judge various situations and information, and make an accurate evaluation of the changing trend of things. Have foresight and creativity, and dare to put forward a business plan with rigorous conception, unique design and reasonable choice. Second, the actual ability requirements. Planning is a science, but also a hard creative thinking activity and mental work, so enterprise planners should have strong practical work ability. First, master the production methods and writing skills of the planning book. Be able to unify the cover, preface, purpose, content, budget, planning progress, work distribution table of relevant personnel, items and venues needed for planning, planning related materials and so on. The core secret of enterprise planning cannot be revealed in the planning. Two, fully grasp the basic procedures and requirements of enterprise planning, can independently complete the problem (subject) and goal setting, environmental analysis, organization and implementation, effect evaluation, feedback planning and other work. In product planning, we can start from creativity, through evaluation, selection, continuous testing and modification, and finally get competitive new products and so on.
After this period of study, I deeply feel that it takes great efforts to make a good business plan, and I will constantly improve myself in my future study and life!
Marketing planning training summary 3 marketing planning training experience 1
One of the necessary external conditions for enterprises to sell goods is that there is market demand for goods. People call goods with this condition marketable. Only when there is market demand can goods be sold. The market demand of a commodity refers to the number of potential customers who have purchasing power for the commodity in a certain period of time. If the market demand for a commodity does exist, enterprises can sell the commodity smoothly if they know who and where the customers are. Through today's marketing training, I deeply understand: "How can I become a successful marketer?" Marketing is a comprehensive and flexible subject. It allows us to fully tap our potential. At first, the teacher gave a brief introduction to today's content. The whole operation made us interested in today's learning content, got an overall outline, and collected relevant information and materials.
At first, I chose Northeast China as my target market, and combined with 30 million start-up funds, I conducted market research and analysis. Through questionnaire survey, combined with the population characteristics of this area, this paper makes an overall analysis of the supply and demand market of mobile phones, and makes competition analysis and swot analysis. All marketing is for profit. Now I am not a person, but a leader of an enterprise. Sales strategy is of great significance to the survival of an enterprise, through pricing strategy, sales strategy and product strategy. For example, controlling the development of enterprises. At first, I met with great difficulties. Due to the low market share of enterprises, enterprises are in trouble. I found the importance of sales channels. I chose to explore East China as a new target market and adopted an advertising strategy. However, the production cost of mobile phones is high, and the budget is not well prepared, which leads to the enterprise falling into a desperate situation again. Later, with the help of my classmates, I finished this training. Although there were many mistakes and the enterprise was not profitable, I still summed up my experience and the following training.
In the second simulation test, I took preventive measures. First of all, I no longer limit the company's products to low-grade products, and produce high-grade products. I use advertising revenue to increase market share. I pay attention to grasping the market and giving play to its potential. I found that an operator should accurately grasp the market, make a good marketing plan, absolutely bid farewell to the theory on paper and seize the experience. An entrepreneurial operator should have a certain plan. If he blindly produces or sells, it will only be counterproductive.
1. Making decisions in the process of change requires its decision makers to have strong ability, insight, discrimination and determination like entrepreneurs.
2. Pay attention to market research and collect and analyze a large amount of information. Only in this way can we make correct decisions under the circumstances of great uncertainty of environment and market changes;
3. From a long-term perspective, considering how to effectively defeat opponents is conducive to being invincible.
4. It is necessary to make a long-term strategic plan, determine the development direction and objectives of the enterprise, and have a specific marketing plan to implement the strategic objectives.
The marketing of an enterprise is not a matter of one person, but needs a team. Give full play to the overall strength.
The above is a brief summary of my actual marketing.
A week's training has benefited me a lot, although it is difficult. I deeply understand the difficulties of every entrepreneur and have experienced tremendous pressure and unremitting efforts. If you want to succeed, you must be fully prepared. We must also have insight into the market, innovative consciousness and management ability to seize every opportunity.
Marketing planning training experience II
Our training finally ended this week. Since the date of writing, our courses are really few, but I personally feel particularly tired these days, but there is a saying called "tired and happy." Although bitter, these days have been very fulfilling, and I have the opportunity to apply what I have learned from books to practice, and I have also learned a lot of things that I can't learn from books. This training has also greatly improved the cohesion of our class and made us pay more attention to team spirit.
We determine the theme, plan, discuss with the store, design and modify the questionnaire, sort out and analyze the data and write the investigation report, as well as our later planning scheme. This series of activities is a real investigation activity conducted by a group of eight people, which gives full play to my initiative and enthusiasm in learning and exercises my organizational and practical abilities.
In fact, when we decided on our theme, there was a lot of controversy. Some people think this product is better. During this period, we used to be a patriot T70, and later found that we could not communicate with the manufacturers. Later, through the discussion and analysis of all our staff, we finally decided on the theme of our training, that is, strange shops. We all agree that this is not only instructive, but also humorous and has a market prospect. After the theme was determined, we gradually began to do our training.
Although we encountered many nails in the process of practice, we didn't have a clue about the content of the practice and didn't know how to start the production process. Our classmates and teachers comment and criticize us. . All kinds of problems bother us, and sometimes I don't even know what's wrong. At this time, my team came and provided me with inspiration. From them, I saw the other side of the problem Of course, I believe other players do the same. Really appreciate each other's good.
Of course, apart from the tacit cooperation between our players, there are also some problems that make us blush, and there are always ways to make the other side understand their opinions and agree. Although there are different views on the problem, we will soon reach a consensus and work hard for this group's homework.
In addition, we also communicate with teachers, who help us analyze our situation and how we should start to do these things. Of course, teachers should also know what we think and see what our opinions are. Analyze and explain, of course, during this period, we are also arguing over a simple question, and we are red-faced.
In addition to some difficulties brought by our team, we also face the incomprehension of consumer groups. I remember when I sent out the previous questionnaires, I was always hit by a nail. They all rejected me for various reasons, but later, even those who didn't want to fill in the questionnaire, I could get the questionnaire results I wanted from them. My own questionnaire is getting smoother and smoother, and almost nothing happens. From this, I know that sending questionnaires is also a deep knowledge. How to make others not refuse you, you need to give full play to your adaptability and social skills. My social skills in it have also been greatly improved.
These are all the difficulties and problems we face in this training, but we are not discouraged by them. On the contrary, let us cheer up and deal with the problems. I understand the evaluation and criticism of teachers and classmates for us to make a more perfect actual investigation.
This time, the teaching practice of marketing planning training is applied and created by using the platform provided by theory and teachers, giving full play to our advantages and enriching our teaching. After this challenging and opportunity-filled teaching practice, we have exercised our practical working ability, improved my social skills, writing skills and even improved my organizational skills. I also learned how to face and solve difficulties and improved my analytical ability. Besides, I also consolidated my professional knowledge and learned how to combine theory with practice. In addition, we used and analyzed spss again. Spss has become very strange to most of us, but this time, many of us have re-studied and reviewed the spss software we learned last semester. This kind of data analysis has become more professional than before, and we also know how to analyze these data tables better. My study and application in this field have been greatly improved, so it seems that we are more accurate and more directional than the last application. Know where to go.
After the analysis and summary of the previous report, we found out what the market is like. We have a better grasp of the strange shops we choose and know where to start. We know some problems of our consumers from our questionnaires and market reports. Of course, we have also conducted special research and analysis on a series of problems. Later, faced with some problems, we explained our report to the teacher.
Later, it entered our key link, that is, the planning of our plan. Of course, this project can't be completed by one or two of us. At this time, our team will work together, and we will work together and synthesize. We divided the scheme into sections, and with the efforts of our team, our planning scheme came out. Finally, we had a collective comment and exchange in a classroom.
In short, after this practice, I have learned a lot of knowledge that I haven't learned before. Let me use my brains and devote myself to this survey, which has actively exerted our professional advantages and greatly improved my personal ability. Although the training is hard, I like it very much.