How to make a marketing plan

How to do a marketing plan (5 articles)

For marketing, it refers to the process by which a company discovers or explores the needs of prospective consumers, so that they can understand the product and then buy it. Here is how to do marketing planning program (5 articles) that I bring to you for your reference!

Marketing plan how to do a selection of 1

First, the preamble

In the near future, driving will be a universal mastery of life skills, sedans are no longer the sign of the privileged, but will be the people out of the mobility tool. Then when people have a car of their own, there is no doubt that the care will be doubled. The development of the automobile industry in the last two decades has been significantly accelerated trend. The automobile market has a bright future, the consumption of automobiles is bound to become people's daily consumption.

Second, the main

1, the market situation

① Audi automobile earlier into China, people on its performance, safety, comfort, etc. have a good reputation, because people's lives are getting better and better, the social and economic development of the fast, with the slow understanding of the automotive industry, Audi cars will slowly approach the ordinary people's homes, Audi automobile outlook anyway.

② Audi car market is growing rapidly, the car is currently in the development period, the company needs to find potential customers, marketing should focus on those potential customers, followed by publicity, in the next few years or even more than ten years, the demand will increase a lot, the increase in demand shows that Audi cars in all aspects of the performance of the good, accepted by the people.

2, consumer research

For consumers, in the coming time, people's dependence on the car increased, people's quality of life has improved greatly, in the transportation will choose a safer and more comfortable car, and Audi car safety and comfort, affordable, it will become their first choice, Audi car market development prospects.

3, marketing strategy

① Product strategy

Timely adoption of some preferential and price reduction strategy, the use of a combination of products to sell cars.

② price strategy

Price strategy is mainly reflected in the price cuts and various ways of promotional offers, in the modern market environment, to emphasize the consumer point of view, and therefore are used from the outside in pricing, that is, the first to take into account the consumer's heart to accept the ability to when our prices are higher than a certain limit, consumers are difficult to accept, if lower than a certain limit, it is not enough to taste, the same is not favored by consumers, and the price of the car is not the same as the price of the car. The same does not get the favor of consumers, after considering the acceptability of consumers, and then consider the competitive factors, and finally consider the cost factor.

③ Publicity strategy

Can be divided into long-term advertising and short-term advertising. Long-term advertising can be in the outdoor, website, outdoor advertising can be set up in the place where there is a lot of traffic flow billboards, advertising on the website, in the domestic well-known automotive website to do publicity, and combined with the Baidu promotion, so that users can simply and quickly enter the company's website. Short-term can be on the TV subtitles, TV movie ads, radio advertising, newspapers and magazines, SMS platform radio advertising and SMS platform publicity flexibility, low cost of content change, in the large auto shows, promotional activities before the placement can play a better effect. In addition to long-term advertising and short-term advertising, there are invisible advertising, visits, distribution of leaflets, large-scale holiday promotions, internal advertising. You can do public service activities, brand association, time hype to improve the company's influence and visibility, can set up a positive positive impact, can provide differentiated, personalized service, to attract the attention of customers.

④ Service Strategy

To improve staff service awareness, advocate humane service, sincere concern for customers, to understand their actual needs, the family and friendship into the sales service, and constantly innovate, beyond the customer's expectations, so that the entire service is full of "humane" to serve others as a pleasure! In order to make the whole service full of "human touch" and make serving others as a pleasure, we should give more greetings and smiles from the bottom of our heart, so that customers can feel the love and care of their relatives and the warmth of their friends, and attract them with the charm of the service. Also, the implementation of the service quality assessment and incentive mechanism, establish a service model, guide employees to achieve humanized service, starting from the smallest, perfect service projects.

4, staffing

Equipped with a work ethic, conscientious and responsible, to customer satisfaction of high-quality personnel.

5, the funding budget

Media publicity: 3 million related activities publicity: 500,000 4S store publicity: 100,000 other costs: 100,000

6, the benefit of the analysis

The Audi 4S store of the full range of large areas of publicity and advertising, Audi's entire brand enhancement to play an immediate effect, which brings intangible value chain. It is difficult to estimate.

7, contingency plan

In all kinds of difficulties and dangers before the effective response to a variety of economic crisis on the company's harm, as far as possible to reduce losses.

Third, the end

If we can predict the future, we can wait, if we can not do, we must prepare in advance.

Through market research and overview of the development of the Audi automobile market, we have reason to believe that: the Audi automobile market has a huge market potential.

For Audi's marketing plan, we will do our best, honor and disgrace with ****.

How to do the marketing plan selected article 2

First, the purpose of network marketing planning

To set up a clear point of view on the goals and objectives to be achieved by the marketing plan, as a driving force for the implementation of this plan or to emphasize its implementation of the significance of the requirements of the whole staff to unify the thinking, coordinated action, *** with efforts to ensure that the planning of the high quality of completion.

Enterprise marketing problems are diverse, but in a nutshell, there are no more than seven aspects:

At the beginning of the enterprise, there is no set of systematic network marketing program, and thus the need to plan a set of network marketing plan according to the characteristics of the market.

Business development and growth, the original network marketing program has not adapted to the new situation, and therefore need to redesign the new network marketing plan.

Reform of the business direction of the enterprise, the need to adjust the network marketing strategy.

The original network marketing program of the enterprise is a serious failure, and can no longer be used as the enterprise's network marketing plan.

Market conditions have changed, the original network marketing program is not adapted to the changed market.

Enterprises in the total network marketing program, you need to be in a different time, according to the characteristics of the market and market changes, the design of new phases of the program.

The launch of new products, the product design for the exclusive network marketing plan

Second, the analysis of the network marketing environment

1, the industry's external environmental analysis

2, the political environment analysis, the economic environment analysis

3, the industry's internal environmental analysis

4, the analysis of consumer demand, web page analysis

Third, the network marketing objectives

Network marketing objectives are based on the tasks of the previous purpose of the company to achieve specific goals, that is, the network marketing plan program implementation period, the economic benefits of the target to achieve: total sales volume of _ × million pieces, the expected gross profit of _ × million yuan, the market share to achieve _.

Fourth, the specific network marketing program

Writing a specific network marketing plan, the following points should be considered:

1, site analysis, including: site traffic analysis, site page analysis, site use of technology and design analysis, analysis of the basis of network marketing, analysis of the operation of the site.

2, website optimization, including: website structure optimization, webpage label optimization, webpage weight loss compression, hyperlink optimization, page content optimization.

3, website promotion, mainly including: search engine ranking, related link exchange, network advertising.

V. How to advertise

1) Principle:

① Obedience to the company's overall marketing and publicity strategy, to establish the product image, while focusing on establishing the company's image.

② long-term: advertising and publicizing the personality of the goods should not change, change the multi-functional, consumers will not recognize the goods, but rather make the old patron also feel strange, so, in a certain period of time should be launched a consistent advertising campaign.

③ Extensive: the choice of advertising media diversification at the same time, focusing on catching the publicity effect of a good way.

④ From time to time with the stage of promotional activities, grasp the appropriate time, timely and flexible, such as major holidays, the company has commemorative activities.

2) Implementation steps can be carried out in the following manner:

① planning period before the launch of the product image advertising.

② after the sale of the timely launch of the advertisement to recruit agents.

③ holidays, major events before the launch of promotional advertising.

④ seize the opportunity to conduct public relations activities to reach consumers.

⑤ Actively use the news media, good at creating the use of news events to improve the visibility of enterprise products.

According to the planning period of the characteristics of the time period to write a network marketing plan, the launch of the specific action program. The action program should be detailed, thorough, operational and not lack of flexibility. Also consider the cost of expenditure, everything within their means, as far as possible to lower costs to achieve good results as a principle. Particular attention should be paid to seasonal products off-season, peak season marketing focus, seize the peak season marketing advantage.

Marketing plan how to do selected 3

First, the network marketing environment analysis

Currently, China's feed additives industry, the overall level of network marketing is still in the primary stage, the reason for this is still most of the enterprises on the feed additives network marketing project does not have a systematic, strategic understanding, do not do a good job of the project's overall pre-planning, a look at the entire feed additives industry, feed additives enterprises network marketing, the feed additives industry, the feed additives industry, the feed additives enterprise network marketing focus on the principle of the peak season marketing advantage. The feed additives industry, the effect of network marketing of feed additives enterprises still have a lot of room for improvement.

Few people in the country understand Xiamen Meier Ji Biotechnology Co. According to the existence of this major problem we implement network marketing program, the most fundamental purpose is to promote the enterprise network! In the short term (about a month) to establish a new website and quickly put into use, with a year's time to increase the visibility of the enterprise website to the domestic industry's top few, and ultimately improve the sales performance of enterprises.

Strategic focus: the network as the focus supplemented by other related media advertising, expanding the market for the accurate positioning of the product, highlighting the corporate image and product features, to take the differentiation of the network marketing competition strategy.

Second, the network marketing profit model

(a) Marketing

Objectives

1, the benefits of the project

With the help of the network to rapidly enhance your company's brand awareness in the domestic feed industry, enhance the website traffic, and then increase the conversion rate of traffic, and promote the growth of sales performance.

Rapidly bring enough intentional customers to recruit agents through the network.

Rapid access to the customer data of the main purchasing companies of feed additives through the network.

The final sale needs to be offline.

2, the overall idea

For purchasing customers and agents customers of the two groups to plan and build a marketing website.

Based on the search engine to take bidding and SEO two ways to guard the target group of the network must pass through the channel. Aided by industry websites, forums, groups and other relevant network circles, to the target group active dissemination.

3, the target customers

Feed additive enterprises in the feed industry chain at the end of the upper reaches of the feed industry, feed additive enterprise customers constitute most of the feed manufacturers, large-scale breeding companies, provincial and municipal level distributors and small and medium-sized farmers.

4, product positioning

Health care for growth, safe and green.

(B) channel strategy

Feed additives in view of the domestic online online sales is not ideal, and feed additives online payment amount is large, the network of high security requirements, the majority of consumers still prefer to buy the traditional way of the specific situation, we will focus on the strategy to establish a publicity official website as well as the site to promote the promotion of promotions.

1, the business process

website planning and construction, "website promotion" target customers to obtain information "visit the site" online or telephone consultation "offline interviews," the transaction "after-sales service," referrals

The network is just to bring the initial communication with customers, screening customers at the same time smoothly shortlisted customers to select the list, and access to 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, contact us.

Home page - company profile, industry trends, product center, technology center

Company profile - company profile, management, organization chart, corporate culture (corporate strategy, business philosophy, honorary recognition), contact information, links to various related websites, and the company's website. Production equipment, technical personnel

Industry News - comprehensive financial, feed additives market, site notices, industry topics, market analysis, professional comments Customer Service Center - user registration and permission to give, echo bar (consultation and answer), Complaints and recommendations, general manager e-mail, contact us.

Contact us - company name, company address, contact phone, fax, e-mail, web site

(C) 400 phone (completed by your company)

400 phone can enhance the corporate image, improve the effectiveness of advertising, increase the degree of trust, strengthen customer satisfaction, to avoid the loss of Customer resources, is an upgraded version of the 800 toll-free number, has become one of the necessary marketing tools for many companies.

400 phone to apply for success before the completion of the site.

Third, the site promotion strategy

Take targeted network communication promotion. Goal: to let the industry throughout the company's product information, a need to immediately think of your company. The main network promotion and dissemination strategies are as follows:

1, Baidu

Baidu bidding, SEO optimization, natural ranking, Baidu understand, Baidu bar, Baidu encyclopedia.

2, industry websites

Feed additives and related websites, community forums.

3, news portals

In Sina, NetEase, Sohu, Tencent and other portals to put the news, establish brand image at the same time to seize the Baidu home page entrance.

4, B2B platform

In Ali, Huicong network and other large and small B2B platform to do promotion.

5, other auxiliary

Through other such as forums, classified information, wholesale website platform to do regular daily promotion.

Fourth, the site to promote the effect of assessment

3 months after the site on-line operation, initially expected to be able to do more than 400 daily IP, the daily consultation of more than 20 people. And ultimately whether the transaction mainly depends on the offline communication, which can not be measured at present. But according to our previous project experience, the day consulting 20 people, that must be at least 50% of both 10 people to leave contact information. That is to say, after 6 months, the site can accumulate 10 deep intentional customers every day, which is more than 200 per month.

At the same time, whether it is the agent wholesale or purchase, the transaction amount is relatively large, so the final transaction is relatively slow.

Marketing planning program how to do selected article 4

First, the purpose of this case planning

China is the hometown of tea, but also the birthplace of tea culture. The discovery and utilization of tea in China has a history of four or five thousand years, and has flourished, spread around the world. Tea has become the world's congregation, welcome, the most beneficial to the physical and mental health of the green drink. Tea integration of heaven and earth in one, advocating "the world of tea is a family". The purpose of the tea network marketing plan is to make tea products and brands in the increasingly fierce competition in the market. By analyzing the marketing situation of their own tea products, combined with their own strengths and weaknesses to plan their own strategic approach. In the fierce competition in the market to fight their own piece of heaven and earth, and strive to limit the occupation of the market, and better promote the sale of products.

Second, the network marketing environment analysis

1, the market situation

China is the origin of tea and the first production and consumption of large countries, there are thousands of years of history of tea drinking, tea has been integrated into people's lives. Drinking tea has become a habit of most Chinese people, tea has become an indispensable health drink and spiritual drink in social life, and, with the popularization of the concept of healthy consumption, tea is being more and more people accept, love and pursuit.

Tea market competition is fierce, many types, but there are many defects. First, the standard system of tea production and the construction of health and safety systems lagging behind; the second is a rich tea, production, brand is not big, for example: the public know that there is Pu'er tea, but do not know what some of the brand. The entire Pu-erh tea market brand more but not strong, so that the network sales of better Daiyi, Xinyi, the old warehouse and other brands of Pu-erh tea its visibility is only in the network is more red.

Now the domestic tea market seems to be unruffled, in fact, it is surging, many tea companies need to break out of the cocoon. But the tea industry is currently more, chaotic, weak characteristics of the entire industry has led to disorderly competition and low-level competition, consumers buy the lack of basis and direction. It can be said that the domestic tea industry is "famous tea, no". Therefore, it is very important to quickly promote our tea brand through online marketing.

2, product analysis

Pu-erh tea, its brands are: Yunshangpin, Daiyi, Xiaguan, Longyuan, Meng Dai, Icelandic Hu and so on. "Yun Shangpin", with uniqueness, there is something different, other brands are not our proprietary, consumers can search for similar products in other stores.

3, consumer analysis

Pu-erh tea lowering blood lipids, blood sugar, blood pressure; bright eyes, phlegm and cough; can be slimming to go to fat, especially the accumulation of fat in the belly; can warm the stomach and protect the stomach.

Different effects also have different consumer groups.

White-collar workers: drinking Pu-erh tea can reduce radiation, relieve physical and mental stress.

Men: Drinking Pu-erh tea can wake up the enemy smoke, eyesight and tranquility.

Women: drinking Pu-erh tea can beautify and slim down, clear the fire and detoxification.

Drinking Pu-erh tea can reduce the three highs and anti-aging.

Third, the network marketing strategy

(a) product strategy:

We have a large number of products, divided into two categories, one of which is our own products, a class of other business products. Our products are "cloud products", which are unique and have great potential for development in the future. Each product has a certain life cycle, consumers are easily bored with a product for a long time, the development of new products can retain old customers, while attracting new customers.

Other merchants have products such as Daiyi, Xiaguan, Longyuan, Mengdai and Icelandic Hu. These products help consumers enter when searching for similar products, increase popularity and sales, and quickly mention our credit rating.

According to the different effects and consumer groups of Pu-erh tea, we sell various types of Pu-erh tea to meet the needs of different consumers. For example, the target consumer group of Daughter Tea is white-collar workers; Mini Tuo Tea is for the convenience of white-collar workers in the office.

Product combination sales: product matching sales, at the same time part of the price, can stimulate consumption, while driving the sales of other products.

(ii) price strategy:

Consumers are not the same spending power, the price is very important to consumers.

1, discount pricing: part of the sale has been a long time and lower cost of goods, you can use discount pricing in the later stages or holidays to make consumers feel that they take advantage of a great bargain.

2, tail number pricing: the price figures do not enter the bit, and keep the zero, so that consumers have a low-priced psychology. Priced at about 100 dollars of goods, set at 110 yuan, consumers think it is more than 100 yuan of products, set at 98.

3, ultra-low price: choose a suitable tea, the price is set relatively low, consumers are searching for products easy to find, and then into the store, increase popularity, but also promote the consumption and sale of other products.

(C) promotional strategies:

1, network advertising strategy:

According to different consumer groups, you can advertise on different websites, but also in the store's home page to advertise to attract consumers.

2, sales promotion strategy:

① Special promotions: for consumers, special promotions can attract more consumer attention. You can use special promotions in the holiday season, through low prices to attract customers to buy.

② gift strategy: many consumers like a little cheap, give a small gift easy to make them feel good about the store. Of course, there can also be "buy one get one free" or "add a dollar to give away other products" and other activities.

③ software strategy: Taobao has a lot of software can be put into the store to promote consumption, such as: "daily specials" can be launched at regular intervals a tea. Consumers are susceptible to the "special" influence, "group buying" software, there is a countdown, many consumers have to follow the trend of behavior, we all buy, then buy their own, especially when the countdown to the end of the time.

Fourth, the site promotion

(a) network advertising strategy:

1, through train: Taobao through train promoted baby, as long as you want to come to Taobao to buy this baby can see, greatly improving the baby's exposure to the store to bring high traffic and sales.

2, mail: every once in a while to frequent shoppers or groups of consumers to send mail.

3, store advertising:

① planning period before the launch of the product image advertising.

② holidays, major events before the launch of promotional advertising.

(B) search engine marketing:

1, keywords: consumers in the purchase process is generally the same as through the search engine, enter the approximate name of the product, in accordance with the classification to find. A good set of keywords will help consumers find their own products.

2, the station's SEO:

① station connection: the use of each section of the content relevance, as well as the site map, to build a large number of station connection, to improve the page views throughout the day.

② site structure: the use of HTML static page design home page, reduce the frame and the use of dynamic elements.

(C) activity marketing strategy:

Taobao service has a lot of activities, try to participate in the activities, increase store exposure. Such as: trial center activities, Amoy gold, bargaining group buying. Choose the activities you can participate in to participate.

(D) soft promotion:

Soft respectively stand to the user's point of view, stand to the industry point of view, stand to the media point of view to write and publish a plan to promote, prompting each soft to be able to be a variety of sites to be published in order to achieve the effect. Soft text should be written so that users can read the harvest, the title should be written to attract website editors, so as to achieve the effect of publicity.

V. Budget

1 personnel recruitment: 1000 ~ 1500 yuan;

2 market research: 800 ~ 1500 yuan;

3 website optimization: 500 ~ 1200 yuan;

4 network publicity: 8000 ~ 15,000 yuan;

5 miscellaneous expenses: 1500 ~ 20___ yuan. ;

Total: 11800~19200 yuan.

Marketing plan how to do selected article 5

First, the current situation of marketing

In China, we all think that network marketing is just emerging as a network marketing model for the status quo in China, the quality of netizens and the popularization of it is a little reluctant, but we have to stand high and look far, in fact, the space of network marketing is still very large, very promising, the enterprise to carry out Network marketing can greatly reduce investment, fast results, is the first choice of enterprises to do marketing.

Second, the market demand analysis

Feasibility analysis:

1, online bookstores of high quality and low price competitive advantage.

2, online bookstores spread fast.

3, the online bookstore facing the purchase of the customer base of 80 million people.

Website design needs analysis:

1, the establishment of a perfect product information display system.

2, to establish the integrity of the business image.

3, to maintain the status of the market.

4, to attract more customers, provide short-term concessions, regularly update information, understanding of customers, the implementation of discounts, promotional activities.

5, Provide more effective services to existing customers.

6, develop new business opportunities, such as: a variety of audio products, a variety of software, hardware, learning CD-ROM, etc..

7, the establishment of a perfect online service system, the realization of online and down together.

Third, the promotion program

1, branding, the establishment of bookstores and chain stores.

2, in addition to personnel promotional tools, non-personnel promotion includes three forms: advertising, public **** relations and business promotion.

3, search engine promotion.

4, business information platform release: the use of global resources and various large-scale business platforms, our book bar online bookstore's new products in a timely and effective appearance in front of the eyes of the majority of customers.

5, industry links: in the online search for some of the site and the site related to the peer site, and their industry links, which can increase the visibility of various industries.

6, business software promotion: the use of network marketing business software, the university book bar online bookstore information and product information released to the major industry supply and demand platform.

7, the use of holidays, weekends, campus promotions and recruitment activities to improve visibility.

8, the implementation of membership.

Fourth, network security management

In response to the security risks on the Internet, in order to effectively prevent the site from being illegally invaded, ISPs should strengthen the security management of the site. Network security management is divided into four main aspects:

1, to prevent unauthorized access.

2, to prevent leakage.

3, to prevent users from rejecting the management of the system.

4. Prevent loss of system integrity.