Plan and customer name, plan organization or planner name, plan completion time, plan execution time, classification and number, page number.
Second, the preface
On the one hand, the preface is a highly generalized expression of the planning content, on the other hand, it should attract readers' attention and interest.
The preface is short, and the number of words should be controlled within 1000 words, preferably no more than one page. The information density of the frontier is high, so we should choose words carefully, and the language should be concise and accurate, so as to be concise and to the point.
General specific contents include
1, briefly explain the situation of accepting the entrustment of marketing planning. For example, a marketing planning company accepts the entrustment of company B to undertake the marketing planning work for XX years.
2. Planning reasons. That is to express the importance and necessity of this marketing plan clearly, so as to attract readers to read the text further.
3. The purpose of the plan and the ideal state to be achieved after the implementation of the plan.
4. The characteristics of the plan and the plan book, the general introduction of the planning process, the situation of the participants, thanks, etc.
Three. content
Is the table of contents a list of topics for all parts of the planning book? It is to make it easier for readers to read the marketing plan book, so that readers can quickly and comprehensively understand the cover of the book and find relevant content conveniently.
Generally speaking, there must be a catalogue of marketing planning, but if it is short, it can be juxtaposed with the preface.
Four. abstract
This is a simple and general explanation of marketing planning projects.
What should be explained is: the nature of the plan, the problems to be solved and the main conclusions of the plan. By summing up, readers can get a general idea of the main points of the planning content.
Analysis of verb (Verb's abbreviation) Environment
1, macro environment
2. Microenvironment
Sixth, SWOT analysis
SWOT analysis is a comprehensive analysis and evaluation of the strengths, weaknesses, opportunities and threats of the external environment.
Through the analysis, we can determine the places that must be paid attention to in the enterprise and supply.
Seven, marketing objectives
Marketing objectives usually include: profit rate, sales growth rate, market share increase, distribution network increase, risk diversification, product innovation and so on. When determining marketing objectives, we must pay attention to the following points.
1, the target is determined layer by layer.
2, where possible, the target should use quantitative indicators.
3. The goal is feasible.
4. Marketing objectives should be coordinated.
Eight, marketing strategy
Marketing objectives explain the development direction of enterprises in marketing, while marketing strategies explain how to achieve marketing objectives.
Marketing strategy includes target market strategy, product development strategy, competition strategy and international marketing strategy.
Nine, marketing mix strategy
Mainly 4P marketing mix.
X. Action plan
Mainly include
1, organizational structure
It is necessary to clarify the organizational structure and corresponding responsibilities.
2, marketing action plan arrangement
3. Marketing budget
XI。 planning scheme
1, convention
Check the realization of the planned objectives in detail every month or quarter.
Find out why it didn't happen.
The specific evaluation scheme of marketing effect implementation includes business philosophy, overall organization, smooth information circulation, strategic orientation and work efficiency.
2. Emergency plan
List all possible special moments and what to do when they happen.
Twelve. Concluding remarks
Generally, the main points of the whole planning are summarized, on the one hand, the main points of the planning are highlighted; On the other hand, it also echoes the preface.
Thirteen. appendix
The function of the appendix is, on the one hand, to explain the investigation and analysis techniques used in the planning, and on the other hand, to provide proof for the objectivity of the planning.
Therefore, anything with strong technology will arouse people's interest in reading the planning book, and materials that will help readers understand and trust the planning content can be placed in the appendix, such as questionnaires, analysis models, more complicated analysis processes, original photos, video materials and so on.
Writing procedure of marketing plan
First, make an outline.
Second, refine the outline and list the specific content categories of each part in the outline.
Three, check the outline framework and the specific content of each part is appropriate.
Four, adjust and determine the content of each part
Verb (abbreviation of verb) Write a SWOT analysis report and list the analysis results.
Six, according to the analysis results, write the single planning content of the core part of the planning from the point of view.
Seven, write a plan summary, so as to determine the overall composition of the plan.
Eight, write the implementation plan of the planning book, and plan the control measures of the plan.
Nine, the lack of other parts
Ten, write the whole draft, polish the final draft.