Planning is a procedure, which is essentially a rational behavior using brain power and a current decision on what will happen in the future, that is, planning is to decide in advance what to do, when to do it, how to do it and who to do it.
Generalized planning involves the development strategy and brand strategy of enterprises; In a narrow sense, it involves marketing management, advertising strategy and market management of enterprises. ?
Planning includes: market research planning, marketing planning, market positioning planning, corporate image planning, product planning, brand planning, price planning, marketing channel planning, promotion planning, advertising planning, integrated marketing communication planning, service planning, network marketing planning, relationship marketing planning and micro-marketing planning. Making the development strategy of an enterprise is the core issue of enterprise planning.
Extended data:
Classification:
1, survey:
Market research is a purposeful activity, a systematic process, an activity of judging, collecting, recording and sorting out information, a market information work, and a process of designing, collecting, analyzing and reporting.
In other words, the concept of market research is defined as follows: market research is an activity that systematically, comprehensively, accurately and timely collects, sorts out and analyzes all kinds of information about market phenomena by using scientific methods in an organized and planned way. (Baidu Planning Bar has special training knowledge)
2. Marketing
Marketing planning is to grasp the interests of the target market and customer groups in an all-round and multi-angle way in order to achieve the predetermined marketing goals and combine the results of market research.
So as to optimize the allocation of human, financial, material and other resources of the enterprise, and analyze, judge, reason, predict, fact and make a marketing plan for the whole marketing or a certain aspect of marketing.
3. Market positioning
(1) Market positioning planning is conducive to enhancing the core competitiveness and long-term competitive advantage of enterprises, as well as the intangible assets of enterprises. Marketing planning is the premise and foundation of enterprise marketing planning.
(2) Market positioning planning is conducive to establishing corporate image and corporate brand image, improving product visibility and reputation, and enhancing customer satisfaction.
(3) Market positioning planning is the basis of enterprise integrated marketing planning. Market integration, marketing planning and the basic means to build core competitiveness.
(4) Market positioning planning is conducive to the establishment and improvement of enterprises' markets at all levels, and is conducive to reducing business risks, thus ensuring the realization of long-term strategic objectives of enterprises.
4. Corporate image
CIS (Enterprise Identification System) refers to an act of transferring enterprise management and enterprise spirit culture to the public through professional operation, thus shaping enterprise personality, displaying enterprise spirit, making the public feel a sense of identity with the enterprise, and building enterprise core competitiveness and long-term competitive advantage. CI design is a part of the work, but it is mainly the final comprehensive behavior.
5. Products
The ultimate goal of product planning is not how to make consumers accept the products of enterprises, but how to meet the various needs of consumers to the greatest extent.
6. Brand
Brand planning includes: brand positioning, brand cognition, brand loyalty and brand naming.
7. Price
Price planning is an activity that helps enterprises to deal with various price relationships in order to achieve certain marketing goals. It is conducive to achieving the long-term business objectives of enterprises, creating long-term competitive advantages and alleviating the great pressure of price competition.
8. Marketing channels
Marketing channel planning is to effectively connect manufacturers, middlemen and consumers.
9. Promotion
Promoting sales is called promotion, which helps consumers understand the benefits that products or services bring to buyers, and promotes and influences people's buying behavior and consumption patterns.
10, advertising
Advertising planning is the operation planning of advertising communication activities, which is an activity process of predicting the development law of the market on the premise of fully obtaining market information, and scientifically formulating the overall advertising strategy on the basis of conforming to the advertiser's marketing strategy in order to pursue the best advertising effect. The production of artists, POP and DM is only a way to achieve it.
1 1, integration
Integrated marketing communication planning is the advanced planning and design of communication behavior by enterprises in consumer communication, in order to provide a unified future plan of enterprise communication and a concrete action measure integrating public relations, promotion and advertising.
12, service
Service planning is a planned and effective implementation of activities, benefits or satisfaction related to selling or selling products.
13, Relationship Marketing
Relationship marketing regards marketing activities as an interactive process between enterprises and customers, suppliers, distributors, competitors, government agencies, communities and other public, and its core is to establish and develop good relations with these public. In this process, the analysis, judgment, conception, design, arrangement, deployment and other work done by marketers to customers is relationship marketing planning.
14, network marketing
Network marketing planning refers to the advanced decision-making of the whole marketing activity based on electronic information technology and computer network.
15, generator
Business plan (or business plan) is a concrete idea to realize the plan. A successful project usually needs to go through the following planning process:
1. Ask questions or strategies
Step 2 Collect existing information
3. Conduct market research
4. Analysis and statistics
5. Discuss and stimulate creativity
6. Choose a feasible scheme
7. Implementation and ex post review
References:
Baidu encyclopedia-planning