Model essay on marketing planning scheme

5 model articles on marketing planning scheme

In the new era of rapid development, whoever seizes the opportunity will finally gain a foothold in the market, adopt correct competitive strategies in view of environmental changes, and continuous innovation is the magic weapon to win. Below I bring you a model essay on marketing planning scheme, I hope you like it!

Marketing planning scheme 1 1. Market analysis

Our county has a total population of 238,000, and the town has a population of 78,000. The rest of the population is distributed in Wujiazi Town, Xinlin Town, Tongbu Town, Dayingzi Township, Guandi Town, Dajing Town and Xinchengzi Town. There are nearly 200 enterprises and institutions in Linxi Town, with a relatively concentrated population. Linxi county Mongolian Chinese Medicine Hospital is a second-class first-class hospital, and Jincheng Hospital is a private hospital with 1 community service center and 16 community service station. Private hospitals mainly advertise and ask experts for consultation and treatment. Community service centers and community service stations mainly provide community services, and also enjoy medical insurance, social security and new rural cooperative medical system projects. In recent years, the health industry has developed rapidly, and the participation rate of the permanent population in the new rural cooperative medical system has reached 94.9%. The problems of difficult and expensive medical treatment for farmers have been initially solved. The 6,800-square-meter comprehensive building of China-Mongolia Hospital was relocated as a whole, and the medical room of township hospitals was expanded. In the face of increasingly fierce competition in the medical market, hospitals are likely to face the loss of customers because of passively waiting for customers (patients) to come to the door. All these have brought great pressure to the survival and development of the hospital. The development of the hospital depends on management, which is about strategy, and the essence of management is to find ways to attract patients. In order to be in an invincible position, we must establish a harmonious doctor-patient relationship, establish a good social image and win the trust of the people on the basis of constantly improving comprehensive management and improving professional level through various subtle publicity.

Second, the status quo of the hospital

(1) Our hospital has taken a big step in its operation since it moved, but there are still many details that have not yet reached the benefits matching the hospital scale. At present, the management and data collection of hospital marketing are poor. As a department of the hospital, the establishment of social service department must give full play to its functions, including internal understanding and publicity, external marketing research, attracting patients and tapping potential customers.

(2) There are too few internal publicity contents, and there are too few tangible publicity contents such as publicity columns and publicity columns in various departments. Facing the increasingly fierce competition in the medical market, it is necessary to build a media publicity platform. However, in recent years, because of false advertisements, the curative effect is inconsistent, which has buried a crisis of distrust of many patients. Hospitals can use many existing resources and methods to publicize the internal image of hospitals. Media publicity is only an external means. The long-term development and daily operation of hospitals mainly depend on correct market positioning, advanced service concept and advanced management mode.

(3) The hospital didn't take good care of its customers, and some customers lost and never came back. Hospital management and service need to be improved, and the service concept of "patient-centered" has not been implemented. For example, a few days ago, I met an old lady who asked a staff member what floor the pathology department was on. The staff member said impatiently, "I don't know, ask the consulting nurse." In fact, I was thinking at that time: as a hospital employee, how could I not know which floor the pathology department was on! And the attitude is very stiff! It is because of this attitude that it is possible to lose this customer forever, or even more. Patients can live without our hospital, but our hospital can never live without patients.

Third, the marketing plan

(A) marketing philosophy

Under the guidance of the overall working idea and hospital development planning, we adhere to the concept of "strengthening management quality internally and expanding the market externally". On the one hand, taking Linxi town community as the main direction, we will gradually expand to township hospitals and village clinics, strengthen the characteristic brand of "linxi county Hospital", increase brand promotion, and attract patients through brand strategy. On the other hand, it focuses on the towns and villages with relatively backward medical conditions in Linxi area, and attracts the majority of patients through the publicity and introduction of hospital characteristic departments.

(2) Specific implementation plan

1. According to the medical characteristics of "linxi county Hospital", gradually open up the medical market targeting various communities in linxi county. Taking the promotion of specialties and special diseases as the breakthrough point, we will increase the promotion of superior departments in our hospital and promote the development of other departments at the same time. Through holding health talks, health checkups, community free clinics, square free clinics and other activities as channels, we will strengthen external publicity and contact and deliver medical services directly to customers, thus attracting more patients to the hospital for further diagnosis and treatment and expanding the medical market.

2. Turn the eyes of the medical market to the countryside, directly establish cooperative relations with township hospitals and village clinics, upgrade the business platform on the premise of mutual benefit, share resources and complement each other, so that farmers can enjoy the diagnosis and treatment level of secondary hospitals at their doorsteps, which can indirectly deepen their understanding of the brand of linxi county hospitals.

3. Establish a perfect service system. Just like the hospital's marketing strategy, all kinds of service activities always revolve around one center, which is to satisfy customers, truly embody "patient-centered", constantly improve service quality, standardize service behavior and improve service attitude.

(1) The hospital should set up a complaint reception desk to receive and handle patients' complaints. Effectively solving patients' complaints will have an impact on patients' satisfaction, loyalty and trust, and then turn it into the credibility and profit of the hospital.

(2) Improve differentiated services. In order to attract more customers, we should provide them with some services different from other hospitals, so that their different needs can be met accordingly and exceed their expectations, so as to achieve high satisfaction and win by differences. For example, to ensure the convenience and speed of hospital medical services, and strive to eliminate the phenomenon of "three long and one short" (long registration fee, long waiting time, long time for taking medicine and short time for diagnosis and treatment), so as to facilitate the majority of patients to seek medical treatment. With the development of society and the continuous improvement of civilization, people have higher and higher requirements for environmental quality. Maintaining the health of hospital medical environment and providing comfortable, clean, warm and unobstructed medical space for patients are the needs of hospital survival and development. Carry out smiling service, pay attention to patients' feelings, and call patients by their full names or respectful names, instead of calling them by their first names.

Bed number. These intimate services will make patients realize the humanistic care of the hospital and improve customer satisfaction.

(3) Establish a satisfaction survey with patients as the core, quality as the key, service as the focus and marketing as the purpose. Regularly investigate the satisfaction of inpatients and outpatients, and collect the information of discharged patients in the whole hospital for customer telephone return visit. Statistics, analysis and publication of the satisfaction survey results are made, and suggestions for improvement are put forward, so as to continuously improve the medical quality and service level, expand the patient receiving capacity of the hospital and realize the sustained and healthy development of the hospital.

4. Enter the sub-health market. According to the data report organized by the Ministry of Health, only 5% are healthy people, 20% are people with diseases that need treatment, and 75% of them are in sub-health state. With the increasing awareness of people's health, people know their physical condition through physical examination, so that prevention is the main thing and treatment is the auxiliary thing. In the form of discount cards, the physical examination center of our hospital plans to launch a series of physical examination cards from single physical examination of employees in the unit to community and rural areas, and all items on the cards will be given certain discounts according to the price stipulated by the hospital. Set different names, physical examination contents and prices for different groups of people, such as routine physical examination for ordinary people, health examination for the elderly, health examination for women, health examination for working-class people, etc. Physical examination results are interpreted by senior doctors, and health suggestions are written in writing. If the physical examinees are found to have potential diseases, the hospital will assign experts or specialists to help them formulate personalized health care and treatment programs, so as to attract huge social groups, expand hospital business, and improve hospital economic benefits and brand benefits.

5. Do some targeted publicity. Publicity is essential for any company or hospital to develop steadily for a long time. Build a media publicity platform, establish a good relationship with the media in Linxi area, and use different publicity methods such as media reports, billboards, brochures, videos, etc. to vigorously promote the hospital's characteristic specialties, brand services, new technologies, new projects and famous doctors. Use large-scale activities and social welfare behaviors to publicize the hospital, standardize the production of publicity columns in departments, guide patients to seek medical treatment conveniently, constantly shape the hospital's good social image and enhance its core competitiveness.

Marketing planning scheme 2 I. Market background

(A) Samsung brand introduction

Nokia, Samsung, Motorola, Lenovo and other brands shine brilliantly in the high-end market. At the same time, they have a high degree of brand recognition and a large number of loyal consumers, and they have also fully occupied the domestic first-line mobile phone market. Among them, Samsung brand, as one of the influential brands, has won a large number of consumers with its "persistence in science and technology, better life", personalized products and perfect quality.

(B) Festival background

Under the global financial crisis, international brand mobile phones have been severely hit. In China, high-tech development has always been highly valued. The state has invested trillions of dollars and implemented a proactive consumption policy, which has greatly stimulated the domestic economic development. In this case, it also falls on Labor Day, and Labor Day, as an international festival, has been deeply rooted in the hearts of the general public. Of course, shopping has become people's first choice at this time.

Second, the activity objectives

With the help of this marketing activity, we will increase the sales of Samsung mobile phone counters, tap potential customers, increase market share, make Samsung's brand value deeply rooted in people's hearts, let people have a deeper understanding of Samsung's mission, Samsung's personalized products and perfect quality, and improve Samsung's customer loyalty.

At the same time, the concept of practical value of Samsung mobile phone is vague, which makes Samsung a noble, fashionable and elegant brand like other high-end brands in the mobile phone market.

Third, the theme of the event

"Samsung, you come with me."

Fourth, the activity time

May, 1-3, 7: 30- 17: 30.

Verb (abbreviation of verb) activity concept

(A) creative, foil the festive atmosphere

Festivals are dynamic days and happy days. We should grasp people's holiday consumption psychology, make entertainment sales and create hot spots, and finally realize holiday marketing. In view of the theme of Labor Day and shaping Labor Day activities, Samsung Yichang specially held the Samsung Show. In addition, it is necessary to create a festive atmosphere in the counters, attract the most customers to their own counters, create a scene atmosphere, and achieve the purpose of holiday sales.

(B) differentiated promotions to stimulate sales potential

The protagonists of festival marketing are "price war", advertising war and promotion war. Whether the price war can be done well is a deep knowledge. Many businesses rigidly believe that the low-cost methods of holiday marketing, such as "full-court specials" and "buy a few and get a few free" sensational advertisements, are commonplace and stereotyped, and have little impact on consumers.

Marketing measures of intransitive verbs

(1) discount promotion

For ordinary consumers, the most attractive shopping season of the Labor Day in the Year of the Ox is the recruitment of "OhSale" on the streets. During Labor Day, discount is a magic weapon for retailers all over the world.

(B) limited sales, scrambling to snap up

Taking advantage of consumers' consumption psychology during festivals, limiting sales is an effective way to increase sales. Limited sales only benefit some consumers, so it can often form a sales situation of snapping up.

(3) buying and creating climax

It is a powerful measure to push holiday promotion activities to a climax by dividing them into different levels for purchase. Due to the limited time, many people who are hesitant decide to buy. Of course, if the sales situation is hot, it must be more effective with other preferential measures.

(4) Gift-giving, sales doubled.

Using festivals to attract consumers, the activists only provide gifts or some gifts and preferential services, and consumers must continue to spend until they meet the conditions set by the activities. This method often makes people want to stop, just like fishing with long lines to catch consumers' appetite step by step.

Seven. Profit and loss analysis

(1) cost.

Because Samsung is a first-line international brand, it basically adopts aristocratic and civilian promotion methods in promotion. In the promotion activities, no matter how discounted, consumers obviously feel that they are taking advantage of the brand, which will not affect the actual income of the brand and the cost is not high, so the profit is greater than the cost.

(3) the flow of people

With the improvement of life, people begin to spend money on ordinary holidays, and the atmosphere of Labor Day in shops is getting stronger and stronger. The source is all under the slogan of labor day carnival. Of course, people will not stay at home during holidays, so they will want to take the opportunity of promotion to see if there are any cheap things to buy and feel the joy of Labor Day. So during the festival, the flow of people will be great. At the same time, it will also be affected by the surrounding environment. When everyone is shopping like crazy, they are not to be outdone. As long as there are many people, it will increase sales.

However, there are also some risks, such as bad weather conditions during the period, which will affect people's travel and directly affect sales. It may also be because of the large number of people traveling and inconvenient transportation, so that consumers do not have enough time to enjoy shopping. Therefore, we should adjust the plan at any time according to the actual situation.

Marketing planning scheme 3 I. Purpose of the activity

The Mid-Autumn Festival is over. Because people visit relatives and friends during festivals, there are a lot of gifts at home. Therefore, during the National Day, the sales ideas of our shopping malls should be on daily consumer goods. Therefore, we can organize a "strike hard on ultra-low-priced goods" again during the Eleventh Period, and launch a wave of buying ultra-low-priced goods in the Eleventh Period to attract people again and drive the crowds and sales peaks of shopping malls.

Second, the theme of the event

Wonderful birthday, the whole country celebrates.

Third, the activity time

September 30-65438+1October 7 (According to this newspaper, the Golden Week holiday may change, so the activity time may be adjusted at any time according to the situation).

Four. Activity content

1, the National Day is full of joy, and the wonderful drama looks at you.

On September 30th-10.7, Huiwanjia invited you to a wonderful Nanyang cultural performance with elegant performance style and various literary forms, so that you can feast your eyes on the National Day!

2. I'm from China, with the national flag.

On the National Day, anyone who shops in 38 yuan on the second floor of this supermarket can get a small flag at the service desk on the first floor with a receipt. (Limited to 500 noodles while stock lasts)

3, autumn clothing listed, famous clothing exhibition.

10- 1, the fashion clothing hall on the third floor, famous autumn clothes will be listed grandly, and new famous products such as casual clothes, business clothes and professional suits will be beautifully presented. There is always one suit for your taste among hundreds of clothes. Please come to Jinshanghua 20__ Autumn Dress Exhibition.

4, famous summer clothes, seasonal discounts, ultra-low specials, and finally clearance.

Activity time: 65438+1October 1 -7 (7 days)

From 10, 1, famous summer clothes for men and women are held in the _ _ square on the third floor, and seasonal discounts are held. The ultra-low price will make you feel excited at home, bring your family and come to Taobao at the _ _ famous clothing sale!

Department stores will arrange all the counters on the third and fourth floors, and if there are takeout, they will arrange them in a unified way.

5. Seven-day National Day Music, Happy and Affordable Ode

During the 7-day National Day holiday, super shocking prices are launched every day. Let customers feel the tangible benefits. In addition to the price of vegetables, the departments with shocking prices are: catering, drinks, washing, department stores, knitting, catering and drinks on the second floor. When selecting goods, according to Huiwanjia's recent activities, it is necessary to select goods in a targeted manner, in principle, it is flat gross profit. Negative gross profit can be made under special circumstances. During the activity, the old lady who buys food in the early morning must go around site run.

6, shopping has scratch music, surprise prizes are overwhelming.

On June 5438+00. 1-5, anyone who shopped in 38 yuan on the second floor of our shopping mall or shopped in 58 yuan at one time on the first, third and fourth floors can take part in the National Day prize scraping activity with the shopping receipt, get a scratch card, and scrape off the coating to get the corresponding prize:

First prize: a 29-inch color TV;

Second prize: _ _ a washing machine.

Third prize: a rice cooker;

Participation prize: a bag of washing powder or a bottle of vinegar.

100% wins the prize!

National day, shopping, and by the way, you can win the grand prize!

7. Golden Week, wedding season, romantic and sweet.

Once, because of that heartache, now, I want to realize mine for you, that is, give me a chance and be good to you for a lifetime! Honey, let's get married! Let Jin He witness * * * for us, this love will last forever!

Couples who get married during the Golden Week and shop all over 500 yuan in our shopping mall will receive a 20-inch art photo provided by a well-known wedding photography shop for free.

I will give you a gift when you come shopping.

Customers and friends who shopped in 48 yuan on the second floor of this mall or 88 yuan on the first, third and fourth floors on June 7th 10 can get a bottle of detergent from the service desk with the receipt. (Receipts are not cumulative, and each receipt is limited to one item. )

Verb (abbreviation of verb) advertisement

Do a good job in promoting activities through various media.

Marketing Plan 4 I. Background

20__ Valentine's Day is coming, and the campus love atmosphere is strong. Valentine's Day has always been a good opportunity for catering industry to promote sales, and it is also a good opportunity to stimulate consumers and stimulate consumption.

Second, the theme of the event

Join hands with friends to make love sweeter.

III. Purpose of the activity

With the coming of Valentine's Day, we will attract consumers to our restaurant, improve sales performance and expand the brand's popularity and reputation among consumers.

Fourth, the active object.

Mainly _ _ college students, as well as teachers and their families.

Verb (abbreviation of verb) I-word duration

65438 February 2003 to 65438 February 2005

Location of intransitive verbs

_ _ University Erzu Friends Restaurant

Seven. Activity mode

Discount; Gifts; draw for a prize

1. During the promotion period, you can enjoy a 15% discount when you spend all your money in 50 yuan in this restaurant.

2. During the promotion period, designate a series of steak packages in our store, and get one for every three.

3. During the activity, anyone who dines in this restaurant can take part in the lucky draw and get a free snapshot when it reaches 100 yuan. (limited to 100 sheets)

Eight, advertising cooperation

1. Make an activity banner that says "Join hands with friends to make love sweeter" and hang it in a conspicuous place on campus.

2. Distribute leaflets.

3. Online publicity, post it in _ _ College, use Weibo marketing, and forward it to five friends with Weibo, so it is possible for 50 yuan to get a credit card.

Nine. Activity arrangement

(1) Preliminary preparation

Personnel arrangement:

1. One week before the start of the activity, the participants must be determined.

2. All employees involved should receive training before the activity.

3. Reasonably divide the work of relevant personnel.

Prepare corresponding publicity materials in advance, such as product leaflets, publicity banners, gifts, etc.

(2) Mid-term operation

1. Relevant personnel must be present on time.

2. Smile when facing customers.

The general manager should coordinate all aspects of work.

4. Maintain order at the scene.

(3) Late continuation

Investigate the questionnaires sent by customers, find problems in time and improve services.

X. Activity cost budget

Budget unit of promotion expenses: yuan

Serial number item amount

1 leaflet 40

2 Banner 50

3 photo 100

4 Questionnaire 20

5 Gift 200

Total (in figures): 4 10

XI。 accident prevention

Maintain the order at the scene and the problems caused by weather changes.

Twelve. Activity effect and forecast

This promotion is based on a comprehensive analysis of the arrival of Valentine's Day and the comprehensive advantages of friends' restaurants. Its implementation will certainly establish a good brand image of the theme restaurant of _ _ College, occupy the whole market of _ _ College, win the trust and recognition of the majority of students, and achieve the purpose of long-term commercial prosperity.

Marketing planning scheme 5 I. Promotion theme

Live young, young or never young!

Second, the promotion time

_ _ _ _ _ _ _ _ _ _ _

Third, the promotion location

Sange Campus _ Campus Business Hall

Fourth, promote information dissemination.

_ _ Business hall SMS to inform campus telecom mobile phone users:

Dear students:

Hello!

College _ _ business hall will hold _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _

Users who participate in the event will have the opportunity to draw a grand prize-one black and one white mobile phone, and look forward to your arrival.

Verb (abbreviation of verb) promotion plan

1. During the activity, all campus users who buy _ _ mobile phones will be given portable travel speakers.

2. During the activity, all campus users who charge the phone bill of 50 yuan in the business hall can receive a beautiful gift with the bill for their own use only.

3. During the activity, users in the new campus will have the opportunity to draw a grand prize-a black and white mobile phone.

During the activity, users can get 1999 yuan for purchasing _ _ version of _ _ mobile phone at the terminal retail price of 1999 yuan, and then pre-deposit 1999 yuan for 200 yuan, in which the pre-stored 200 yuan phone bill will be returned in the month when they access the network, and the donated phone bill will be returned from the second month of the month when they access the network.

_ _ Version _ _ Mobile phone users can choose to enjoy 3G package or fly to Young39 yuan package. Then the campus telecom business hall is closed to the sale of _ _ mobile phones, and users who need to buy _ _ mobile phones can go to the electronic channels of _ _ manufacturers.

Intransitive verb promotion budget

Gift quantity and price:

The price of gifts is controlled at 10 yuan/copy, and the number of gifts is 1 1,000 copies.

Apple _ _ mobile phones are available in black and white, each with a market price of 4999 yuan.

According to preliminary statistics, the cost of gift money is about 20 thousand yuan.