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Enterprise marketing plan, a logistics enterprise marketing plan in Chengdu

In general, the content and format of a complete marketing plan are generally composed of four parts: Preface-text-end-Appendix. 1. Preface can also be called introduction, which is the beginning of the planning case. Its contents include: planning topics (introducing the origin, background and significance of the topics), guiding ideology (clarifying the theoretical basis, behavioral motivation, basic requirements and ultimate goals of planning) and key points, difficulties and key points (key points refer to the main problems to be solved in the planning operation; Difficulties refer to possible difficulties and obstacles in the planning process; the key is the most important and decisive factor for planning. The general requirements are: highlight the key points, clarify the difficulties and grasp the key points.) 2. The main body of the text is the main body of the planning case, and its contents mainly include: ① start and end time. Explain the implementation of this plan from which year, month, and date to which year, month, and day to end. The time arrangement should be calculated scientifically, which can not only leave room, but also pay attention to work efficiency. ② location environment. Clarify the operating region, scope, and internal and external environment of this solution. And analyze and explain. ③ content object. Specify the development projects, specific tasks, main ideas and Operation points of this topic, and put forward relevant requirements. ④ methods and means. Clarify the mode and method of operation of this topic, select scientific means of operation, and implement specific measures for implementation. The choice of methods and means should be determined according to the contents and objects of planning, and should be based on the reasons and strive to be scientific and effective. ⑤ procedure steps. Arrange the planning process of this topic, divide the operation stages, and specify the starting and ending time, specific tasks and main objectives of each stage to ensure the orderly implementation of the planning case. ⑥ statistical analysis. Analyze the basic situation of manpower, material resources and financial resources needed in the process of planning and implementation, count the standard usage, and try our best to be thrifty, careful in calculation, make full use of it, and invest less efficiently. ⑦ personnel responsibility arrangement. The organizers, commanders, participants, responsible persons and other specific arrangements in each stage of the project planning and implementation process will be clearly defined and the responsibilities and rights will be implemented to the head. Procedure steps, statistical analysis, and personnel arrangement can be displayed in a list. 3. The end is the summary, prediction and suggestion of the planning case. The main contents include: ① make a brief summary of the full text of the planning case; ② predict the possible problems and final effects during the implementation of the planning case, and propose countermeasures; ③ put forward opinions and suggestions on matters related to the planning case and its operation. 4. APPENDIX APPENDIX is an attachment to the plan, which includes the problems and displayed materials attached to the plan. Its contents mainly include: indicate the literature cited in this topic; List the bibliography and experience materials required in the implementation of the plan; Point out other matters needing attention; Show the planning operation schedule and organization, etc. Finally, the names of the planning design unit and the writer and the time when the final case is finalized should be indicated.

How to Write marketing planning Book I. Principles of compiling marketing planning book. In order to improve the accuracy and scientificity of planning book writing, we should first grasp several main principles of planning book writing; First), the principle of logical thinking. The purpose of planning is to solve the problems in enterprise marketing and compile planning books 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 fully explain the purpose of the Planning Center; Secondly, elaborate the specific planning content in detail; Thirdly, clearly put forward the countermeasures to solve the problem. Ii) the principle of simplicity and simplicity. Attention should be paid to highlighting key points, grasping the core problems to be solved in enterprise marketing, making in-depth analysis, proposing feasible corresponding countermeasures, with strong pertinence and practical operation guiding significance. Iii) operational principles. The prepared planning book is intended to guide marketing activities, and its guidance involves the work of everyone in marketing activities and the handling of the relationship between each link. Therefore, its operability is very important. Solutions that cannot be operated are of no value even if they are good. It is not easy to operate, and it will inevitably cost a lot of people, money and things. The management is complex and the effect is low. IV). Innovative principles. It is required that the planned “ideas” (creativity) should be new, the content should be new, and the expression methods should also be new, giving people a brand new feeling. Novel creativity is the core content of the planning book. II. The basic content of the marketing plan book. According to the principle, there is no fixed format in the planning book. According to the different requirements of products or marketing activities, there are also changes in the planning content and compilation format. However, from the general rules of marketing planning activities, some of the elements are common. Therefore, we can discuss some basic contents and compilation formats of marketing planning books together. Cover · The cover of the planning book can provide the following information: ① the name of the planning book; ② the planned customer; ③ the name of the planning organization or planner; ④ the planning completion date and the applicable time period of this planning. Because marketing planning has certain timeliness, different market conditions in different time periods have different marketing execution effects. The main body of the planning book mainly includes: 1) planning purpose. It is necessary to make a clear vision of the goals and purposes to be achieved in this marketing plan (Reprinted from the first fan wen.com, Keep this tag.) The true point of view, as the driving force for the implementation of this plan or emphasizing the significance of its implementation, requires all members to unify their thinking, coordinate their actions and make joint efforts to ensure the high-quality completion of the plan. There are many problems in enterprise marketing, but in general, there are no more than six aspects: · At the beginning of the enterprise’s opening, there is no system marketing strategy, therefore, it is necessary to plan a marketing plan according to the characteristics of the market. · With the development and expansion of the enterprise, the original marketing plan has not adapted to the new situation, so it is necessary to redesign the new marketing plan. The direction of enterprise reform and operation needs to be adjusted accordingly. · The original marketing plan of the enterprise is seriously wrong and can no longer be used as the marketing plan of the enterprise. · The market situation has changed, and the original distribution plan is no longer suitable for the changed market. Under the overall marketing plan, enterprises need to design new phased plans at different time periods according to market characteristics and market changes. For example, in the copywriting of “Great Wall Computer Marketing Planning Book”, the purpose of the planning book is very specific. First of all, it emphasizes that “9000b’s marketing is not only an ordinary the marketing of products of the company”, and then it explains the importance of 9000b’s marketing success or failure to the company’s long-term and short-term benefits to Great Wall series, leaders at all levels and departments in all links of the company are required to reach a consensus and complete the task. This part makes the goal direction of the whole program very clear and prominent. Ii) analyze the current marketing environment. We should have a clear understanding of the market situation, competition situation and macro environment of similar products. It provides the basis for drawing up corresponding marketing strategies and adopting correct marketing methods. “Knowing the Enemy and knowing the other can fight a hundred battles”, so this part requires planners to have a better understanding of the market. This part mainly analyzes: 1. Current market situation and market prospect analysis: ① the marketability of products, real market and potential market conditions. (2) Market Growth status, which stage of the product is currently in the market life cycle. What are the marketing priorities of product companies in different market stages, what are the effects of corresponding marketing strategies, and the impact of demand changes on product market. ③ consumer acceptance, this content requires planners to analyze the development prospect of product market by virtue of the information they have mastered. For example, the planner’s analysis of the market risk of Denai in the mouthwash “Denai” marketing and advertising planning case “of a brand in Taiwan, the judgment of the product market is quite wonderful. For example, the analysis of product market growth points out: ① the good performance of similar products “Listerine” indicates that the risk of “Germany” entering the market is small. ② other products of the same category are generally accepted, indicating that “Listerine” is defective. ③ mouthwash belongs to family members to make supplies, and the market is large. ④ the improvement of living standards and the increase of middle and upper classes show its future market growth. 2. Analyze the influencing factors of product market. It mainly analyzes uncontrollable factors that affect products, such as macro environment, political environment, residents’ economic conditions, such as consumer income level, changes in consumption structure, consumption psychology, etc, in the marketing planning of some products that are greatly influenced by the development of science and technology, such as computers, household appliances and other products, the influence of technological development trend direction should also be considered. Iii) analysis of market opportunities and problems. Marketing plan is the grasp of market opportunities and the application of strategies. Therefore, analyzing market opportunities becomes the key to marketing planning. Only by identifying market opportunities, the planning was half successful. 1. Analyze the current marketing situation of products. The specific problems existing in general marketing are manifested in many aspects: the low popularity of the enterprise and the poor image affect product sales. · The product quality is not good, the function is incomplete, and it is neglected by consumers. · The product packaging is too poor to raise consumers’ interest in buying. · Improper product price positioning. · Sales channels are not smooth, or channel selection is wrong, which hinders sales. · The promotion method is not good, and consumers do not know the enterprise products. · Poor service quality makes consumers dissatisfied. · The lack of after-sales warranty, and consumers’ concerns after purchase can all be problems in marketing. 2. For production (Reprinted from the first fan wen.com, please keep this mark.) Quality Analysis advantages and disadvantages. Find disadvantages from problems to overcome, find opportunities from advantages and explore their market potential. Analyze the characteristics of each target market or consumer group for market segmentation, try to meet different consumer demands, seize the main consumer groups as the marketing focus, find out the gap with competitors, and grasp the market opportunities. IV) marketing objectives. The marketing goal is the specific goal that the company wants to achieve based on the previous goals and tasks, that is, during the implementation of the marketing planning plan, the economic benefit goal is reached: the total sales volume is ×××10 thousand pieces, expected Gross profit ×××10 thousand yuan, market share to achieve ××. V) marketing strategy (specific marketing plan) 1. Marketing purpose: General enterprises can pay attention to such aspects: · expand the market smoothly with a strong advertising campaign to accurately position products, highlight product features and adopt differentiated marketing strategies. · Focus on product marketing with the main consumer groups. · Establish a wide range of sales channels from the starting point and continuously expand the sales area. 2. Product strategy: Through the analysis of previous product market opportunities and problems, reasonable product strategy suggestions are put forward to form an effective 4p combination to achieve the best effect. 1) product positioning. The key to product market positioning is to find a vacancy in customers’ minds so that products can start the market quickly. 2) product quality function plan. Product quality is the market life of products. Enterprises should have a perfect quality assurance system for products. 3) product brand. To form a certain popularity, reputation and establish a well-known brand in consumers’ minds, we must have a strong sense of brand creation. 4) product packaging. Packaging, as the first impression of products to consumers, needs packaging strategies that can cater to consumers’ satisfaction. 5) product service. Attention should be paid to the improvement and improvement of product service mode and service quality during planning. 3. Price strategy. Only a few universal principles are emphasized here: · increase the price difference and mobilize the enthusiasm of wholesalers and middlemen. · Give appropriate quantity discounts and encourage more purchases. · Take cost as the basis and price of similar products as the reference. Make the product price more competitive. If enterprises take product price as marketing advantage, they should pay more attention to the formulation of price strategy. 4. Sales channels. How do the current sales channel situation of products have any plans for the expansion of sales channels, adopt some affordable policies to encourage the sales enthusiasm of middlemen and agents or formulate appropriate incentive policies 5. Advertising. 1) principle: ① obey the company’s overall marketing propaganda strategy, establish the product image, and pay attention to establish the company image at the same time. ② long-term: the personality of advertising products should not be changed. If it becomes multi-functional, consumers will not know the products, which will make regular customers feel strange. Therefore, consistent advertising should be launched in a certain period of time. (3) extensive: When choosing advertising media, pay attention to the way of good publicity effect at the same time. ④ cooperate with periodical promotion activities irregularly, grasp the appropriate time and carry out timely and flexibly, such as major holidays and commemorative activities of the company. 2) The implementation steps can be carried out in the following ways: ① the product image advertisement will be launched in the early stage during the planning period. (2) timely launch the advertisement of recruitment agent after sales. ③ push before holidays and major events (Reprinted from the first fan wen.com, please keep this mark.) Create promotional ads. ④ seize the opportunity to conduct public relations activities and contact consumers. ⑤ actively use the news media and be good at creating and utilizing news events to improve the popularity of enterprise products. 6. Specific action plan. According to the characteristics of each time period during the planning period, various specific action plans are launched. The action plan should be meticulous and thorough, with strong operability and flexibility. We should also consider the expense, do everything we can, and try our best to achieve good results at a lower cost. In particular, we should pay attention to the light seasonal products, the focus of peak season marketing, and seize the advantages of peak season marketing. VI) plan various cost budgets of the plan. This part records the cost investment in the whole marketing plan promotion process, including the total cost, stage cost, project cost, etc. in the marketing process. Its principle is to obtain the optimal effect with less investment. The cost budget method will not be discussed in detail here. Enterprises can rely on experience to make specific analysis and formulation. Vii) plan adjustment. This part is a supplementary part of the planning plan. In the implementation of the plan, there may be places that are not suitable for the actual situation. Therefore, the implementation of the plan must be adjusted in time according to the feedback from the market. The compilation of marketing planning book generally consists of the above contents. Different enterprise products and different marketing objectives can also focus on detailed choices in the compilation.

In general, the content and format of a complete marketing plan are generally composed of four parts: Preface-text-end-Appendix. 1. Preface can also be called introduction, which is the beginning of the planning case. Its contents include: planning topics (introducing the origin, background and significance of the topics), guiding ideology (clarifying the theoretical basis, behavioral motivation, basic requirements and ultimate goals of planning) and key points, difficulties and key points (key points refer to the main problems to be solved in the planning operation; Difficulties refer to possible difficulties and obstacles in the planning process; the key is the most important and decisive factor for planning. The general requirements are: highlight the key points, clarify the difficulties and grasp the key points.) 2. The main body of the text is the main body of the planning case, and its contents mainly include: ① start and end time. Explain the implementation of this plan from which year, month, and date to which year, month, and day to end. The time arrangement should be calculated scientifically, which can not only leave room, but also pay attention to work efficiency. ② location environment. Clarify the operating region, scope, and internal and external environment of this solution. And analyze and explain. ③ content object. Specify the development projects, specific tasks, main ideas and Operation points of this topic, and put forward relevant requirements. ④ methods and means. Clarify the mode and method of operation of this topic, select scientific means of operation, and implement specific measures for implementation. The choice of methods and means should be determined according to the contents and objects of planning, and should be based on the reasons and strive to be scientific and effective. ⑤ procedure steps. Arrange the planning process of this topic, divide the operation stages, and specify the starting and ending time, specific tasks and main objectives of each stage to ensure the orderly implementation of the planning case. ⑥ statistical analysis. Analyze the basic situation of manpower, material resources and financial resources needed in the process of planning and implementation, count the standard usage, and try our best to be thrifty, careful in calculation, make full use of it, and invest less efficiently. ⑦ personnel responsibility arrangement. The organizers, commanders, participants, responsible persons and other specific arrangements in each stage of the project planning and implementation process will be clearly defined and the responsibilities and rights will be implemented to the head. Procedure steps, statistical analysis, and personnel arrangement can be displayed in a list. 3. The end is the summary, prediction and suggestion of the planning case. The main contents include: ① make a brief summary of the full text of the planning case; ② predict the possible problems and final effects during the implementation of the planning case, and propose countermeasures; ③ put forward opinions and suggestions on matters related to the planning case and its operation. 4. APPENDIX APPENDIX is an attachment to the plan, which includes the problems and displayed materials attached to the plan. Its contents mainly include: indicate the literature cited in this topic; List the bibliography and experience materials required in the implementation of the plan; Point out other matters needing attention; Show the planning operation schedule and organization, etc. Finally, the names of the planning design unit and the writer and the time when the final case is finalized should be indicated.

I. Project Profile

One. Project Introduction II. Overview of market objectives III. Brief introduction of Project advantages and features IV. Feasibility of project operation V. Website construction purpose and business model 6. Website development planning and construction progress 7. Marketing and Sales 8. Risk prediction and avoidance are roughly these eight contents! If you have any questions, go to my blog!

One. Project Introduction II. Overview of market objectives III. Brief introduction of Project advantages and features IV. Feasibility of project operation V. Website construction purpose and business model 6. Website development planning and construction progress 7. Marketing and Sales 8. Risk prediction and avoidance are roughly these eight contents! If you have any questions, go to my blog!

One. Project Introduction II. Overview of market objectives III. Brief introduction of Project advantages and features IV. Feasibility of project operation V. Website construction purpose and business model 6. Website development planning and construction progress 7. Marketing and Sales 8. Risk prediction and avoidance are roughly these eight contents! If you have any questions, go to my blog!

One. Project Introduction II. Overview of market objectives III. Brief introduction of Project advantages and features IV. Feasibility of project operation V. Website construction purpose and business model 6. Website development planning and construction progress 7. Marketing and Sales 8. Risk prediction and avoidance are roughly these eight contents! If you have any questions, go to my blog!

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