Marketing planning related papers.
Analysis of factors that should be considered in enterprise marketing planning
With the rapid development of market economy, enterprise marketing planning has attracted more and more attention from the society. For a long time, although Chinese enterprises have generally made some achievements in marketing planning, there are still many problems that restrict the effective operation of enterprise marketing planning, and many factors need to be considered in the operation of enterprise marketing planning. Therefore, at this stage, the relevant managers of enterprises should fully realize the importance of marketing planning in order to take effective measures to realize the scientificity, reliability and rationality of marketing planning. This paper mainly expounds the factors that need to be considered in enterprise marketing planning, as well as the present situation of enterprise marketing planning and how to improve enterprise marketing planning so as to make the enterprise develop better and faster.
Keywords: marketing; Planning; factor
Foreword:
With China's entry into the World Trade Organization and the rapid development of economic globalization, enterprises must make scientific and reasonable marketing plans if they want to occupy a favorable position in the fierce market competition. However, due to various factors, there are still many defects in the process of making marketing plans. Therefore, the relevant managers of enterprises should fully consider the factors that affect the marketing planning of enterprises, so as to minimize the production cost of enterprises and obtain more economic benefits for enterprises.
First, the basic definition of marketing planning
If the relevant managers of enterprises want to make scientific and reasonable marketing planning, they must be familiar with and understand the basic definition of marketing planning. Most people's understanding of marketing planning is one-sided and simplistic, only based on their own subjective wishes, lacking theoretical basis. In essence, marketing planning refers to the whole process of planning specific goals and problems. From the perspective of modern enterprise management, the essence of planning belongs to a procedure. In the planning process, according to the reality of market economy development, formulate reasonable countermeasures [1].
Second, the main factors affecting marketing planning
(A) the certainty of the goal
Because the essence of planning is the process of carrying out the whole activity for specific goals and problems, planning has a certain purpose. If an enterprise wants to formulate a scientific and reasonable planning scheme, it is necessary to gradually concretize the following objectives. If it is the long-term development goal of the enterprise, the relevant managers should break it down into short-term goals at all stages, organically combine the goals with the economic benefits of employees, and constantly mobilize the enthusiasm of employees.
(B) the uniqueness of creativity
First of all, the key factor affecting enterprise marketing planning is creativity. In fact, planning is the core of creativity. Through long-term accumulation, the source of creativity is formed, information is continuously accumulated, and information is integrated and processed, thus constantly inspiring the inspiration of business planners. Secondly, enterprise planners should give full play to their imagination and creativity, constantly expand the knowledge level of enterprise marketing strategy, be good at observation and discovery, and then make breakthroughs and innovations [2].
(C) the operability of creativity
There are many factors that affect the planning, which should be innovative, operable and likely to be implemented. Operability means that according to the human, material and financial resources of the enterprise itself, the probability of planning and implementation is relatively high, and there must be a scientific and reasonable action plan.
Marketing planning is a comprehensive and systematic arrangement and planning of the upcoming marketing activities of enterprises. In essence, it is a process in which enterprises adopt modern marketing concepts, marketing thinking and marketing methods in order to quickly achieve the expected business objectives and enable enterprises to survive and develop better in the fierce market competition. Constantly look for opportunities for enterprise development, with the main purpose of satisfying consumers to the maximum extent, adjust and optimize enterprise resource allocation, comprehensively and systematically plan future marketing-related activities, and then formulate scientific and reasonable marketing plans [3].
To sum up, the main factors affecting marketing planning are clear goals, innovation and operability. Without specific goals, marketing planning has no direction; Lack of creativity, can not quickly attract the attention and attention of consumers; The lack of an operational scheme is only a formal existence, and its implementation is weak. Therefore, if the relevant managers of enterprises want to formulate scientific and reasonable marketing plans, they must have these three elements at the same time.
Third, the origin of marketing planning
In the development process of many enterprises, if they want to succeed, they must have a reasonable marketing plan to adapt to the fierce market competition. Marketing has a long history. At the beginning of the 20th century, the market marketing ideas came into being. 1823, Americans founded the first professional market research company, marking the beginning of rational marketing activities. 1905, marketing entered the university classroom teaching for the first time. 19 1 1 year, the world's first formal market research department was established in Curtis Publishing Company [4].
Since then, market research and marketing information system have played an important role in marketing activities. Judging from the development of economics in the past, marketing has gradually turned into the research scope of management, which is the main symbol of the era of marketing management. Around 1970s, the process of marketing development was accelerating, and in 1990s, the marketing concept of enterprises changed. For the past marketing activities, enterprises can conduct a comprehensive and systematic analysis. In the process of marketing, enterprises should not only meet the changing needs of consumers, but also analyze the relationship between consumers and social and economic development from a long-term perspective. The goal of enterprises should not be to maximize economic benefits, but to meet the long-term development of consumers and enterprises.
Therefore, in the face of exciting market competition, if enterprises want to achieve long-term development, they must constantly innovate and develop in marketing planning. Enterprises can effectively cope with financial risks by making scientific and reasonable marketing plans, and then develop steadily.
Fourth, the status quo of marketing planning
(A) the marketing concept of enterprises is relatively backward.
At present, with the rapid development of economic globalization, enterprises must have modern marketing concepts if they want to develop better. Modern marketing concept emphasizes the dominant position of consumers, but at present most business leaders can't adapt to modern marketing concept. In the process of making marketing plan, we can't take the change and development of the market as the principle, but make decisions according to our own subjective will, which leads to the unbalanced demand for goods in the market and the inability to carry out production and business activities smoothly. In addition, for the buyer's market, some enterprise managers can't effectively deal with it, and constantly promote their own products, resulting in a large backlog of goods, which can't effectively operate funds, thus leading to the suspension of production.
(B) Enterprise marketing management system is not perfect
At present, with the rapid development of socialist market economy, most enterprises can realize the important role of marketing in enterprise management, and gradually attach importance to marketing planning management. However, due to the influence of various factors, there are still many problems in the process of marketing management, which makes the marketing management order of enterprises chaotic. In the process of market development, due to the lack of careful planning, sales strategy and sales plan can not be organically combined, and the sales process can not be monitored in real time. Therefore, the problems existing in the sales process can not be solved in time and effectively, which makes the marketing performance of enterprises decline and the enthusiasm of employees decrease.
In addition, in the process of enterprise development, other departments except the marketing department do not realize their marketing responsibilities, which makes all employees of the enterprise unable to participate in the marketing management process, thus unable to maximize the benefits of marketing activities. Due to the imperfect management mechanism, the marketing decision of the enterprise is not reasonable enough. In the face of fierce market competition, the marketing activities of the enterprise lack certain direction, which hinders the smooth operation of the enterprise.
(C) Backward marketing methods
In the process of enterprise development, the marketing methods of most enterprises are relatively simple, and the development of enterprises is maintained by reducing prices. In fact, from the practice of enterprise development, we can see that innovation is the key factor of enterprise survival and development, and modern marketing concept emphasizes the important role of market. Therefore, if enterprises want to achieve long-term development, they must constantly develop new products and new markets, so that enterprises can develop better in the fierce market competition. With the gradual deepening of economic globalization, the previous management mode of enterprises can no longer meet the needs of modern development. Therefore, enterprises should constantly expand their own development market and change their marketing methods from simplification to diversification [5].
(D) the marketing network mechanism is backward
With the gradual deepening of the network era, information office has been gradually applied to the process of enterprise marketing. In the process of enterprise marketing, a perfect marketing network should be established. Through the marketing network, enterprises can realize the whole process of selling products and promote the rapid development of logistics industry. At present, enterprise marketing has become global marketing, and the development of marketing network can make enterprises occupy a larger market share. Therefore, enterprises should realize the importance of marketing. However, in the process of development, enterprise managers ignore the construction of marketing network, which makes enterprises unable to make full use of their own resources and leads to a gradual decline in marketing performance. Therefore, the establishment and improvement of enterprise marketing network can make enterprises develop steadily.
(E) Evaluation of marketing planning
In the process of enterprise decision-making, it should be based on marketing planning, and the evaluation of marketing planning involves a lot. If enterprises can't establish a scientific and reasonable evaluation system, they can't correctly evaluate the marketing planning scheme. In the market, there is a lack of professional evaluation enterprises. Therefore, in the evaluation process, enterprises mainly rely on the personal wishes of enterprise leaders and related managers.
Five, strengthen the marketing planning should consider the main problems
(1) Establish a marketing organization, improve and perfect the marketing concept. The establishment of a marketing organization can improve the efficiency of enterprise marketing management, which is mainly reflected in the following aspects: the speed of product sales, the market reflection mechanism, and the satisfaction of consumers. The establishment of an efficient marketing plan should make all departments of the enterprise organically combine and communicate constantly, so that all employees of the enterprise can actively participate in the marketing management process [6].
(2) Strengthen the sense of innovation and constantly explore new markets.
Innovation is the key factor for the survival and development of enterprises, and it is also the main factor that determines the marketing planning of enterprises. The innovation of marketing planning mainly includes the following aspects, such as market environment, marketing thinking and marketing methods. With the continuous development and change of the marketing environment, if enterprises want to develop in the fierce marketing environment, they should pay constant attention to the development and change of the market environment and gradually develop new markets. In the process of developing new markets, relevant managers should do the following:
First of all, subdivide the market and seek more development opportunities, so that enterprises can obtain new markets with their own characteristics. Secondly, enterprises should carry out technological innovation, and then gradually realize product and structure innovation, constantly update products, meet the needs of market development and change to the maximum extent, and constantly develop new markets on the basis of existing markets, so as to win more space for the survival and development of enterprises. Finally, in the process of making marketing plans, enterprises should formulate marketing methods suitable for exploring new markets. Because of the different market regions, consumers' ideas and abilities are also very different. Therefore, in the process of developing new markets, enterprises should formulate corresponding marketing models according to different regions to continuously improve the popularity of products [7].
(C) improve and perfect the marketing network
With the increasingly fierce market competition, enterprises can only improve marketing efficiency by constantly innovating marketing channels. In the process of enterprise marketing network operation, they can integrate and innovate channels, give full play to the function of marketing network itself, and then realize the basic goal of enterprise marketing. In the course of business operation, enterprises can deeply subdivide enterprises according to factors such as region, population, consumers' psychology and behavior, select specific target markets according to the characteristics of the market itself and the business objectives of enterprises, make full use of various resources of enterprises, gradually allocate resources to various sub-markets, and constantly communicate with sub-markets, thus accelerating the development process of marketing networks [8].
Conclusion of intransitive verbs
To sum up, by analyzing the factors that need to be considered in enterprise marketing planning, we can see the importance of marketing planning to enterprise development. However, influenced by many factors, there are still many defects in the process of enterprise marketing planning, which affects the development process of marketing planning. Therefore, at this stage, the relevant managers of enterprises should fully realize the importance of marketing planning to meet the needs of market economy development, which requires the relevant managers of enterprises to establish and improve the marketing planning mechanism, improve and perfect marketing methods, make full use of the advantages of online marketing, attach importance to the important role of brands, and strengthen the innovative consciousness of enterprise employees, so as to make enterprises develop better and faster.
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