For marketing, it refers to the process that enterprises discover or explore the needs of prospective consumers, so that consumers can understand products and then buy products. The following is how to do the marketing planning scheme (5 articles) I brought to you for your reference!
How to make a marketing plan? Selected Papers 1 I. Preface
In the near future, driving will be a life skill that people generally master, and cars will no longer be a symbol of privileged people, but a means of transportation for people to go out. Then when people have a car of their own, they will undoubtedly care a lot. In the past twenty years, the development of automobile industry has obviously accelerated. The automobile market has a bright future, and automobile consumption will inevitably become people's daily consumption content.
Second, the main body
1, market conditions
① Audi entered China earlier, and people have a good reputation for its performance, safety and comfort. Because people's life is getting better and better, and the social economy is developing rapidly, with people's understanding of the automobile industry, Audi will gradually approach the homes of ordinary people, which has great prospects anyway.
(2) The Audi car market is growing rapidly. At present, the car is in the development stage. Companies need to find potential customers, and should focus on those potential customers, followed by publicity. In the next few years or even ten years, the demand will increase a lot. The increase in demand shows that Audi cars have good performance in all aspects and are accepted by people.
2. Consumer demand and opinion survey
For consumers, people's dependence on cars will be enhanced in the future, people's quality of life will be greatly improved, and safer and more comfortable cars will be chosen in transportation, and Audi will be their first choice because of its safety, comfort and affordable price. Audi car market has a bright future.
3. Market strategy
① product strategy
Take some preferential and price reduction strategies at the right time to sell cars according to product mix.
② Price strategy
The price strategy is mainly embodied in price reduction and various preferential promotions. In the modern housing market environment, we should emphasize the consumer's point of view, so we all adopt the pricing from the outside to the inside, that is, first consider the psychological acceptance of consumers. When our price is higher than a certain limit, it is difficult for consumers to accept it. If it is below a certain limit, it is not tasteful enough and is not favored by consumers. After considering the acceptance of consumers, we should also consider the competition factor, and finally the cost factor.
③ Publicity strategy
Can be divided into long-term advertising and short-term advertising. Long-term advertising can be done outdoors. On the website, where people flow heavily, billboards can be set up, advertisements can be made on the website, and publicity can be made on well-known domestic automobile websites. Combined with baidu promotion, users can access the company website simply and quickly. Short-term advertisements on TV subtitles, TV movie advertisements, radio advertisements, newspapers and magazines, and short-term advertisements on SMS platforms are flexible and the cost of content change is low. It can play a very good role before large-scale auto shows and promotional activities. In addition to long-term and short-term advertisements, there are invisible advertisements, visits, leaflets, large-scale holiday promotions and internal advertisements. You can do public welfare activities, brand alliances, time speculation, improve the company's influence and popularity, establish a positive influence, provide differentiated and personalized services, and attract customers' attention.
④ service strategy
It is necessary to improve employees' service awareness, advocate humanized service, sincerely care about customers, understand their actual needs, integrate family and friendship into sales service, innovate constantly, exceed customers' expectations, make the whole service full of "human touch", take serving others as fun, have one more heartfelt greeting and one more smile, and let customers feel the care like relatives, the warmth like friends, and firmly attract customers with the charm of service. In addition, it is necessary to implement the service quality assessment and incentive mechanism, establish a service model, guide employees to realize humanized service, and improve service items from nuances.
4. Staffing
Equipped with high-quality talents with serious and responsible working attitude and customer satisfaction.
5. Budget
Media promotion: 3 million related activities promotion: 500,000 4S in-store promotion: 6.5438+10,000 other expenses: 6.5438+10,000.
6. Benefit analysis
The omni-directional and large-scale advertising of Audi 4S store has an immediate effect on the promotion of Audi brand and brings an intangible value chain, which is difficult to estimate.
7. Emergency plan
In the face of various difficulties and dangers, effectively deal with the harm of various economic crises to the company and reduce losses as much as possible.
Third, the end.
If we can predict the future, we can wait. If you can't, you must prepare in advance.
Through market research and comprehensive investigation on the development of Audi automobile market, we have reason to believe that Audi automobile market has great market potential.
For Audi's marketing planning, we will share weal and woe.
How to make a marketing plan? 2. The purpose of network marketing planning
It is necessary to establish a clear view of the goals and objectives to be achieved in marketing planning, as the driving force for the implementation of this planning or to emphasize the significance of its implementation, so as to require all employees to unify their thinking, coordinate their actions, and work together with Qi Xin to ensure the high-quality completion of the planning.
There are many problems in enterprise marketing, but in a word, there are only seven aspects:
At the beginning of the business, there is no systematic network marketing plan, so it is necessary to plan the network marketing plan according to the market characteristics.
With the development of enterprises, the original network marketing scheme has not adapted to the new situation, and it is necessary to redesign a new network marketing planning scheme.
Enterprises need to adjust their network marketing strategies accordingly and reform their business direction.
There are serious mistakes in the original enterprise network marketing scheme, which can no longer be used as the enterprise network marketing scheme.
The market situation has changed, and the original network marketing scheme has not adapted to the changed market.
Under the general network marketing scheme, enterprises need to design new phased schemes in different time periods according to market characteristics and market changes.
When launching a new product, design an exclusive network marketing plan for the product.
Second, the analysis of the network marketing environment
1, industry external environment analysis
2. Analysis of political environment and economic environment.
3. Industry internal environment analysis
4, consumer demand analysis, web analysis
Third, the goal of network marketing
The goal of network marketing is the specific goal that the company will achieve on the basis of the above objectives and tasks, that is, in the process of implementing the network marketing plan, the economic benefit goal to be achieved is the total sales volume of _× 10000 pieces and the estimated gross profit of _× 10000 yuan, so as to achieve market share.
Fourth, the specific network marketing program.
When writing a specific network marketing plan, the following points should be considered:
1, web analytics, mainly including: website traffic analysis, website page analysis, website application technology and design analysis, network marketing basic analysis, website operation analysis, etc.
2. Website optimization, mainly including website structure optimization, webpage label optimization, webpage weight reduction and compression, hyperlink optimization and page content optimization.
3. Website promotion, mainly including: search engine ranking, related link exchange and online advertising.
How to advertise verbs (short for verb)
1) principle:
(1) Obey the company's overall marketing strategy, establish the product image, and pay attention to establish the company image at the same time.
(2) Long-term: the individuality of advertising products should not be changed, but should be multifunctional. Consumers will not know about the products, but they will make their old customers feel strange. Therefore, it is necessary to put consistent advertisements in a certain period of time.
③ Summary: While choosing diversified advertising media, we should pay attention to the ways with good publicity effect.
(4) Cooperate with regular promotion activities from time to time, seize the appropriate opportunity, and carry out them flexibly at the right time, such as major holidays and commemorative activities of the company.
2) The implementation steps can be as follows:
(1) product image advertising in the early planning period.
(2) After the sale, timely launch the advertisement of wanted agent.
(3) put promotional advertisements before holidays and major events.
④ Seize the opportunity to conduct public relations activities and reach out to consumers.
⑤ Make active use of news media, be good at creating and using news events, and improve the popularity of enterprise products.
According to the characteristics of each time period in the planning period, write the network marketing plan and launch various specific action plans. The action plan should be detailed, comprehensive, operational and flexible. We should also consider the cost, do what we can, and try our best to achieve good results at a lower cost. Pay special attention to the marketing focus of seasonal products in off-season and peak season, and seize the marketing advantage in peak season.
How to make a marketing plan? 3. Analysis of network marketing environment
At present, the overall online marketing level of feed additive industry in China is still in the primary stage. The reason is that most enterprises do not have a systematic and strategic understanding of the online marketing project of feed additives and do a good job in the overall pre-planning of the project. Looking at the whole feed additive industry in China, the effect of online marketing of feed additive enterprises still has a lot of room for improvement.
Few people in China know about Xiamen Meierji Biotechnology Co., Ltd., and of course they know little about its products. In view of this main problem, we implement the network marketing plan, the most fundamental purpose is to publicize the enterprise online! Establish a brand-new website in a short time (about a month) and put it into use quickly. It will take one year to raise the popularity of the enterprise website to the forefront of the same industry in China, and finally improve the sales performance of the enterprise.
Strategic focus: focus on the network, supplemented by other relevant media for advertising and market expansion, in order to accurately locate products, highlight corporate image and product characteristics, and adopt differentiated online marketing competition strategies.
Second, the profit model of network marketing
(1) marketing
target
1, project benefit
With the help of the network, quickly improve your company's brand awareness in the domestic feed industry, increase website traffic, thereby improving traffic conversion rate and promoting sales performance growth.
With the help of the internet, we can quickly bring enough interested customers to recruitment agents.
Quickly obtain the customer information of the main purchasing companies of feed additives with the help of the network.
The final sales need to rely on offline.
2. Holistic thinking
Plan and establish a marketing website for purchasing customers and agent customers.
Based on search engines, bidding and SEO are two ways to maintain the network channels of target groups. Assist to actively spread to the target group through industry websites, forums, groups and other related network circles.
3. Target customers
Feed additive enterprises are at the upstream end of the feed industry chain, and the customers of feed additive enterprises are mostly feed production enterprises, large-scale breeding companies, large provincial and municipal distributors and small and medium-sized farmers.
4, product positioning
Health care promotes growth, safety and environmental protection.
(B) Channel strategy
In view of the fact that the online sales of feed additives in China are not ideal at present, and the online payment of feed additives is large, which requires high network security, most consumers still prefer to buy them in the traditional way. We will focus our strategy on establishing an official website for publicity and promotion.
1, business process
Website planning and construction, website promotion, information acquisition by target customers, website visit, online or telephone consultation, offline interview and after-sales service.
The network only brings initial communication to customers, and at the same time successfully shortlists customers and obtains customer information. Offline interviews are more important.
2. Website information planning
The website mainly consists of seven parts, namely: home page, company profile, product center, technology center, industry trends, customer service center and contact us.
Website home page-company profile, industry trends, product center and technology center
Company profile-company profile, management introduction, organization chart, corporate culture (corporate strategy, business philosophy, honor recognition), contact information, links to various related websites, recruitment training (recruitment information, training, human resources email).
Product center-product features, product ingredients, product efficacy and price introduction
Technical center-production equipment and technicians
Industry trends-comprehensive finance, feed additive market, website announcements, industry topics, market analysis, professional comment customer service center-user registration and authorization, echo column (consultation and answer), complaints and suggestions, general manager's email address, contact us.
Contact us-company name, company address, telephone number, fax number, email address and website address.
(3) 400 telephone calls (completed by your company)
400 telephone can enhance corporate image, improve advertising effect, increase trust, strengthen customer satisfaction and avoid the loss of customer resources. It is an upgraded version of 800 toll-free telephone and has become one of the necessary marketing tools for many enterprises and companies.
400 calls should be successfully applied before the website is completed.
Third, the website promotion strategy
Take targeted network communication and promotion. Goal: let the industry spread all over the company's product information, and think of your company as soon as there is demand. The main network promotion and communication strategies are as follows:
1, Baidu
Baidu bidding, SEO optimizing natural ranking, Baidu understanding, Baidu Post Bar, Baidu Encyclopedia, etc.
2. Industry websites
Feed additives and related websites and community forums.
3. News portal
Put news on Sina, Netease, Sohu, Tencent and other portals to establish a brand image and seize the entrance of Baidu's home page.
4.B2B platform
In Ali, HC network and other large and small B2B platforms for promotion.
5, other auxiliary
Do regular daily promotion through other forums, classified information and wholesale website platforms.
Fourth, the website promotion effect evaluation
After 3 months of website operation, it is preliminarily estimated that the daily IP will be above IP400 and the daily consultation will be above 20. Whether the transaction can finally be completed depends mainly on offline communication, which cannot be measured at present. But according to our previous project experience, if we consult 20 people every day, at least 50% of them will leave their contact information. In other words, after 6 months, the website can accumulate 10 deep intention customers every day, with more than 200 customers every month.
At the same time, whether wholesale or procurement, the transaction amount is relatively large, so the final transaction is relatively slow.
How to make a marketing plan? 4. The purpose of this case planning
China is the hometown of tea and the birthplace of tea culture. The discovery and utilization of tea has a history of 4,000 to 5,000 years in China, and it has a long history and is spread all over the world. Tea has become a popular, popular and most beneficial green drink in the world. Tea integrates heaven and earth, and advocates "a family of tea people in the world". The purpose of tea network marketing planning is to make tea products and brands win in the increasingly fierce market competition. Through the analysis of the marketing situation of tea products, combined with their own advantages and disadvantages, plan their own strategic methods. In the fierce market competition, break out of your own world, strive to occupy the market to the maximum extent, and better promote the sales of products.
Second, the network marketing environment analysis
1, market conditions
China is the country of origin and the largest producer and consumer of tea. It has a history of drinking tea for thousands of years, and tea has been integrated into people's lives. Drinking tea has become the living habit of most people in China. Tea has become an indispensable healthy drink and spiritual drink in social life. And with the popularization of people's healthy consumption concept, tea is being accepted, loved and pursued by more and more people.
The competition in the tea market is fierce and there are many varieties, but there are also many defects. First, the construction of tea production standard system and health and safety system lags behind; Second, tea is abundant, with large output and small brand. For example, the public knows Pu 'er tea, but they don't know which brands there are. There are many brands in the whole Pu 'er tea market, but they are not strong, which makes Pu 'er tea with better brands such as Dayi, Xinyi and Laocang, which are sold online, popular only online.
At present, the domestic tea market seems calm, but in fact it is undercurrent, and many tea enterprises need to break through the cocoon urgently. However, at present, the characteristics of the tea industry are too many, chaotic and weak, which leads to disorderly competition and low-level competition in the whole industry, and consumers lack the basis and direction for buying. It can be said that the domestic tea industry is "famous tea, no". Therefore, it is very important to promote our tea brand quickly through online marketing.
2. Product analysis
Pu 'er tea, its brands are: Yunshangpin, Dayi, Xiaguan, Long Yuan, and Icelandic Hu. "Yunshangpin" is unique and different. Other brands are not exclusive to us, and consumers can also find similar products in other stores.
3. Consumer analysis
Pu 'er tea can reduce blood fat, blood sugar and blood pressure; Improving eyesight, resolving phlegm and relieving cough; Can lose weight and fat, especially the fat accumulation in the lower abdomen; It can warm and protect the stomach.
Different effects also have different consumer groups.
White-collar workers: Drinking Pu 'er tea can reduce radiation and relieve physical and mental stress.
Man: Drinking Pu 'er tea can sober up, improve eyesight and soothe the nerves.
Female: Drinking Pu 'er tea can beautify, slim down, clear fire and detoxify.
Middle-aged and elderly people: Drinking Pu 'er tea can reduce three highs and resist aging.
Third, the network marketing strategy
(1) product strategy:
We have many products, which are divided into two categories, one is our own products, and the other is the products of other merchants. Our products are "cloud top products", which are unique and have great potential for future development. Every product has a certain life cycle, and consumers can easily get tired of using a product for a long time. Developing new products can keep old customers and attract new customers.
Other merchants' products include Dayi, Shimonoseki, Long Yuan, and Icelandic Hu. These products help consumers enter when searching for similar products, increase popularity and sales, and quickly improve our credit rating.
According to the different functions and consumer groups of Pu 'er tea, we sell all kinds of Pu 'er tea to meet the needs of different consumers. For example, the target consumer group of daughter tea is white-collar workers; Mini Tuocha is for the convenience of office white-collar workers.
Product mix sales: product mix sales can stimulate consumption and promote the sales of other products while deducting part of the price.
(2) Price strategy:
Consumers' spending power is different, and prices are of great significance to consumers.
1. Discount pricing: Some products with long sales time and low cost can be priced at a discount in the later period or holidays, which makes consumers feel that they are taking advantage of it.
2, mantissa pricing: the price figures do not carry, keep the decimal, so that consumers have a low price mentality. A commodity with a price of about 100 yuan is designated as 1 10 yuan, and a commodity with a price of more than 100 yuan is designated as 98.
3, ultra-low price: choose a suitable tea, the price is relatively low, consumers can easily find it when searching for products, and then enter the store, which increases popularity and promotes the sales of other products.
(3) Promotion strategy:
1, online advertising strategy:
According to different consumer groups, you can advertise on different websites or shop homepages to attract consumers.
2. Promotion strategy:
① Special promotion: For consumers, special promotion can attract more consumers' attention. Special sales can be used in festivals to attract customers to buy through low prices.
2 Gift-giving strategy: Many consumers like cheap goods, and giving small gifts can easily make them feel good about the store. Of course, there can also be other activities such as "buy one get one free" and "add one yuan to send other products".
Software strategy: Taobao has a lot of software that can be put in stores to promote consumption. For example, "Daily Special" can launch a kind of tea every once in a while. Consumers are easily influenced by "special price". The "group purchase" software has a countdown. Many consumers follow suit, and everyone buys it, so buy it yourself, especially at the end of the countdown.
Fourth, website promotion.
(A) network advertising strategy:
1. through train: the baby promoted from Taobao to through train can be seen by anyone who wants to buy this kind of baby from Taobao, which greatly improves the exposure of the baby and brings high traffic and sales to the store.
2. E-mail: Send e-mail to consumers or groups who often look after the store.
3. Store advertisements:
(1) product image advertising in the early planning period.
(2) put promotional advertisements before holidays and major events.
(b) search engine marketing:
1, Keywords: consumers generally use search engines in the purchase process, enter the approximate name of products, and search by category. The set keywords help consumers find their own products.
2. SEO in the station:
① Intra-site connection: Make use of the content correlation of each section and the website map to establish a large number of intra-site connections and increase the number of views throughout the day.
② Website structure: Use static HTML pages to design the homepage, reducing the use of frames and dynamic elements.
(c) Sports marketing strategy:
There are many activities of Taobao service, so try to participate in the activities to increase the exposure of the store. Such as: trial center activities, gold panning, group buying with good results, etc. Choose the activities you can take part in.
(four) soft text promotion:
Soft articles are written, published and promoted in a planned way from the perspective of users, industries and media, so that every soft article can be translated and published by various websites and achieve good results. Soft articles should be written so that users can gain something from reading them, and the titles should be written so as to attract website editors and achieve the publicity effect.
Verb (abbreviation for verb) budget
Recruitment 1 personnel: 1000~ 1500 yuan;
2 market research: 800~ 1500 yuan;
3 website optimization: 500~ 1200 yuan;
4 network publicity: 8000~ 15000 yuan;
5. Miscellaneous expenses:1500 ~ 20 yuan;
Total:11800 ~19200 yuan.
How to make a marketing plan? 5. Current marketing situation
In China, everyone thinks that online marketing is a new online marketing model, which is a bit reluctant in view of the current situation in China and the quality and popularity of netizens. However, we should stand high and see far. In fact, there is still a lot of room for online marketing and great potential. Enterprises can greatly reduce investment and get quick results, which is the first choice for enterprises to do marketing.
Second, the market demand analysis
Feasibility analysis:
1, the competitive advantage of online bookstore with high quality and low price.
2. Online bookstores spread rapidly.
The online bookstore faces 80 million customers.
Analysis of website design requirements;
1. Establish a perfect product information display system.
2. Establish a corporate image of honest management.
3. Maintain market position.
4. Attract more customers, provide short-term discounts, update information regularly, get to know customers, implement discounts, and engage in promotional activities.
5. Provide more effective services for existing customers.
6. Develop new business opportunities, such as various audio products, various software and hardware, learning CDs and so on.
7, establish a perfect online service system, realize the combination of online and offline.
Third, the promotion plan
1, brand building, establishment of bookstores and chain stores.
2. In addition to personnel promotion, non-personnel promotion includes advertising, public relations and business promotion.
3. Search engine promotion.
4. Release of commercial information platform: With global resources and various large-scale commercial platforms, the new products of our online bookstore will appear in front of our customers in a timely and effective manner.
5. Industry Links: Search the websites of some peers related to this website extensively on the Internet, and make industry links with them to increase the popularity of various industries.
6. Promotion of business software: Using online marketing business software, the information and product information of online bookstore in University Town will be released to the supply and demand platforms of major industries.
7. Use holidays and weekends to carry out campus publicity and recruitment activities to raise awareness.
8. Implement the membership system.
Fourth, network security management.
In view of the security risks on the Internet, in order to effectively prevent websites from being illegally invaded, ISP should strengthen the security management of websites. Network security management is mainly divided into four aspects:
1. Prevent unauthorized access.
2. Prevent leakage.
3. Prevent users from rejecting the management of the system.
4. Prevent the loss of system integrity.