The planning scheme is the manifestation of the planning results, which is usually carried by words or pictures. The planning scheme originates from the original idea of the proposer and ends atprogrammeThe purpose of the implementer's hand reference is to present the planning idea and content objectively, clearly and vividly, and guide the practical action efficiently.
According to the characteristics of each time period in the planning period, specific action plans will be launched.The action plan should be detailed, thorough, operational and flexible.We should also consider the cost expenditure and do everything according to our ability, and try our best to achieve good results at a lower cost.In particular, we should pay attention to the marketing emphasis of seasonal products in light and peak seasons, and seize the marketing advantages in peak seasons.The purpose of planning is to sell. The production and management of enterprises should focus on sales.The main body of sales is the market, and the main body of the market is people;People all have different thinking habits and aesthetic standards, grasp the subject of good people, meet their purchase needs, and provide good services.Only then can the enterprise image be established.Therefore, only by thinking from the perspective of consumers and doing a good job in relevant sales services can we retain customers.Only then can we obtain more shares and maximize the benefits.The key to do a good job in the market lies in clear positioning, establishing and improving a set of pre-sales, in-process and after-sales systems that meet the market demand, ensuring that our corporate image and product brand get an effective and healthy operation, paving a golden marketing avenue for us to open the door to the market, and forging a solid foundation for corporate image, brand building, and consumer satisfaction.
According to its different purposes and prominent contents, the planning scheme is divided into three stages, namelyCustomer proposal（Business Proposal）、Feasibility plan(Feasibility Report) andImplementation plan(Action Program), described as follows:
Proposal Phase
Customer proposal(Business Proposal), also known as“Planning proposal”It is the stage of preliminary conception and suggestion, and also the first step for the planning scheme to be recognized by customers, superior departments or other objects.In this work, the proposer transmits the general content of the proposal through simple written communication, and hopes to get a positive reply from the proposal object, so as to facilitate in-depth planning and enter the stage of feasibility scheme design.Mr. Wei Tao divided the planning proposal at this stage into two directions, namely "proposal to customers" and "proposal to internal organizations".
1. Propose to target customers
To targetcustomerFor example, service agencies provide customers with "industrial engineering design proposal", "government project planning and design proposal", "advertising design and media release proposal", etc., which generally have the nature of business liaison and service product promotion.
The proponents at this stage hope to impress customers with well planned ideas, strategies and contents, but they are also worried about being rejected by customers and going back without success. Therefore, SMEs generally use a common format, called "customer proposal template". The content of the template is mostly formatted and routinized, and does not provide personalized and detailed explanation.The customer proposal template is mostly in the form of paper text and electronic text《recommendation》The Proposal explains business suggestions to customers.
2. Propose to internal organizations
Proposals to internal organizationsenterpriseThere are many internal applications, such as the "Company" submitted by the Information Office to the head of the enterpriseoffice automation Upgrade improvement proposal ",Human Resources DepartmentSubmit the "annual new employees and evaluation proposal" jointly submitted to the general manager with the marketing department.
This kind of proposal has a wide range of categories and tends to be formatted. It does not deliberately focus on creativity, but rather clearly and reasonably describes the significance, feasibility, basic ideas and effectiveness estimates of the proposal.There are many templates and templates of this kind of proposal circulating on the Internet, which can be downloaded from relevant writing and secretarial websites, and can be applied with a little modification.
With the increasing demands of the society on the proposer, the homogenization and rejection of the general model is becoming more and more intense, so in some high-level and difficult projects, ordinary solutionsmodelThe template downloaded from the network will become invalid.The proponents of most companies are not professional planners, and the proposals also appear to be stereotyped and lack of innovation. The research, summary and analysis before the proposal, verbal rhetoric, format expression in the proposal, and psychological guessing skills of the proposal object are weak.
Feasible stage
Demonstration and presentation is an important part of proposal realization
Feasibility planThe Feasibility Report is the planning result issued in the form of a written report when the planning work enters the feasibility study and analysis stage, and is also the second step of the planning process.In general, "feasibility" is the goal expected by any scheme proposer and proposed object.
After the customer's proposal is approved, the feasibility plan gives a detailed explanation of the goal and content of the proposal. The feasibility plan roughly includes the following aspects: 1. Overview of the proposal (introduction, goal, purpose and relevant information)
2. Environmental analysis (external macro environment and internal micro environment)
3. Selection and analysis of organizational relationship establishment
4. Selection and analysis of operation mode
5. Feasibility analysis of operation cycle, stage plan, etc. 6. Income estimation (financial data, intangible assets income and others)
The feasible scheme with scientific and reasonable framework, original ideas and remarkable effects willIt is the sublimation of customer's proposal。Depending on the planning content, the length of the feasibility plan varies from thousands of words to tens of thousands of words, and its main form of expression is generally“Graphic report”Add "summary PPT (or video)".In addition to the text, the vivid explanation of the feasibility plan by the narrator is also a very important aspect.
For non professionalPlannerOr only enterprises with general level planners，The planning and writing of the feasibility plan is a big problem, and the template downloaded from the Internet is of no help.It is worth mentioning that in theCustomer proposal（Business Proposal）In addition, the application of customer analysis tools and multimedia technology to the success of the proposal is also a skill that the proposer must master and a very important work.
Implementation phase
Organize feasibility analysis demonstration meeting for customers
Implementation plan(Action Program)It is the plan statement that the planning work enters the project establishment and implementation stage after the customer proposal stage and the feasibility plan is unanimously approved.The difference between the implementation plan and the former two is that it has a very strong planning and practicality, that is, it explains the steps and styles of work very specifically, and breaks down the overall objectives one by one, which is the only reference book for the implementation of the plan.
Compared with customer proposals and feasible plans,Implementation planFocus on planning“How to implement efficiently”On the one hand, it should not only avoid the content being too theoretical to be applied concretely, but also avoid the form being dull and insipid. More importantly, it should also integrate the corresponding evaluation system, marketing model and management regulations of the enterprise into it, and publicize the meaning and implementation method of the scheme to every executor.
It can be said that the implementation scheme is completely personalized and does not have universality. The same enterprise adopts different implementation paths at different times and places. Therefore, the design of the implementation scheme must be targeted.
In addition, the planning scheme also includes book review scheme.
format
Announce
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1、 Preface
2、 Market analysis/market background
3、 Analysis of advantages and disadvantages of products/services
4、 Marketing strategy/promotion strategy/advertising or promotion strategy
5、 Advertising or promotion copy
6、 Media launch analysis/plan
7、 Expense budget
8、 Prospect prediction/effect evaluation
9、 Market resource creation
10、 Publicity planning
Attention should be paid to the multiple use of data, which is authoritative.CCTV Sofrui, AC Nielsen, CMC Consumer Yearbook, etc. are good, and some data from survey companies can be quoted.However, some are charged and some are free (maybe earlier), such as Horizon survey, which is easy to find online.
Note that a good planning book does not necessarily follow a certain format. Maybe a good copy itself is a good planning book.After all, the purpose of planning is to help customers solve problems.As long as the customer's problem is solved, it is a good plan.
Planning Sanxiong
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Ye Maozhong, famous Chinese marketing planning experts and brand management experts, andLi Guangdou、Xu DaweiAnd known as the 21st century Chinese advertising industry“Planning Sanxiong”。Ye Maozhong is as masculine as fire, good at advertising positioning, and can be called the mastermind of planning.He is one of the top ten celebrities in China's marketing planning and advertising, advertising strategy consultant of CCTV, distinguished professor of Tsinghua University, and master's supervisor. In 2006, he won the "25 years outstanding contribution award in China's advertising".In 2004, he was selected as one of the 25 celebrities who influenced the marketing process in China, and in 2003, he was selected as one of the top ten advertising company managers.Representative works: Notes of Advertisers, New Planning Concept《Creativity is power》。
Li Guangdou, the first Chinese brand, is a famous brand strategy expert of CCTV brand consultant, and the founder of Huasheng Zhiye · Li Guangdou brand marketing organization.Since 1990, he has been engaged in marketing and brand planning, and successively served as Yili GroupMengniu Dairy, Guangri Elevator, Minsheng Pharmaceutical, Guyue Longshan, China Merchants Bank, Changhong, Delhui, Xilinmen Group and other dozens of well-known enterprises throughout the country have experienced the development of Chinese brands after the reform and opening up. They have rich experience in brand building and marketing, and won the Outstanding Merit Award in China's planning industry.Beijing University, Tsinghua UniversityShanghai Jiaotong University, Xiamen University and other distinguished professors of EMBA brand science.Li Guangdou graduated fromSchool of Journalism, Fudan University, formerFudan University Graduate AssociationVice Chairman, representing Chinese college students, attended the Asian Junior College Debate held in Singapore in 1988 and won the championship.
Xu Dawei, a native of Yantai, Shandong Province, a famous contemporary marketing planning expert, the chairman of Beijing Xu Dawei Advertising Co., Ltd., a person recommended by Sina Blog business elites, a hero of "three heroes of planning" in China's advertising industry, one of China's top ten marketing planners in 2010Private mobile libraryChang, one of the top ten marketing planners in China, the winner of the gold medal of the top ten planning cases in China, one of the "four talents of Chinese culture" in Beijing, the member of the expert committee of the Brand China Industry Alliance, the growth consultant of our website (Kaifu Student Network), and known by the media as "public opinion expert", "advertising conscience", and "public welfare planning pioneer".His personal monographs: "Lao Xu's 100 Schemes" and "Lao Xu's 100 Creations" were regarded as mandatory courses for marketing planning by industry insiders.
In 2005,Xu DaweiHe presided over and planned the Haier Pharmaceutical Hemingway National Liver Disease Prevention and Treatment Charity Rescue China Tour, which was honored by Market Circle, China Planning Research AssociationChina Planning NetworkJointly rated as a classic planning case in 2005.Thus, it created a new chapter of charity marketing in China.
