Write a planning book on how to make the Spring Festival more meaningful.

Article 1: format and model text of activity plan (1)

First, the name of the plan.

Write the planning name as concretely as possible, such as "year, month, day, information department, activity planning book" and put it in the center of the page.

Second, the activity background:

This part should be elaborated in the following items according to the characteristics of the plan. Specific projects include: basic introduction, main implementation targets, recent situation, organization department, activity reasons, social impact, and related purpose motives. Secondly, it is necessary to explain the environmental characteristics of the problem, mainly considering the internal advantages, disadvantages, opportunities and threats of the environment, making a comprehensive analysis (SWOT analysis), focusing on various factors of environmental analysis, describing the past and present situation in detail, and making plans through forecasting the situation. If the environment is unknown, it should be analyzed and supplemented through investigation and study.

Third, the purpose and significance of the activity:

The purpose and significance of the activity should be clearly expressed in concise and clear language; When stating the main points of the purpose, it is necessary to write clearly the core composition of the activity or the originality of the planning and the resulting significance.

Four. Name of the event:

According to the specific content, influence and significance of the activity, draw up a name that can comprehensively summarize the activity.

Verb (abbreviation for verb) activity target:

This part needs to clearly point out the goals and key points to be achieved (the choice of goals needs to meet the importance, feasibility and timeliness).

Activity of intransitive verbs:

As the main body of the plan, the expression should be concise and easy to understand. In this part, not only words, but also statistical charts can be added. The planned work items should be arranged in chronological order, and drawing the implementation schedule is helpful to the verification of the plan. In addition, the organizational configuration of personnel, the object of activities, the corresponding rights and responsibilities, time and place should also be explained in this part, and the emergency procedures to be implemented should also be considered in this part.

Seven. Budget:

The activity expenses are listed in a clear form after detailed calculation according to the actual situation.

Eight, the activities should pay attention to the problems and details:

The change of internal and external environment will inevitably bring some uncertain factors to the implementation of the plan. Therefore, whether there are contingency measures when the environment changes, what is the probability of loss and how much loss will be caused should also be explained in the planning.

Nine, the person in charge of the event and the main participants:

Indicate the name and unit of the organizer and participant (if it is a group plan, indicate the name and person in charge of the group). Basic mode of activity planning book of information department

In order to guide students to write professional and standardized planning books and effectively carry out various activities, the following basic planning books are provided:

1. The planning book must be covered, and the binding should start from the long side of the paper; 2. Plans at or above the division level shall be submitted in electronic and printed form according to the above format.

Part II: Format and model essay of activity plan (2)

Foreword: Taifeng Liquor Co., Ltd. is a newly registered company. At present, the company mainly deals in liquor, beer, fruit wine and other alcoholic products. With the continuous development of the company, there will be some other concurrent products. II. Objectives and tasks:

It is necessary to expand the influence of this wine tasting, enhance the market share of this wine tasting, and constantly learn and introduce advanced production technology and advanced management concepts, improve the quality of this wine tasting, gradually integrate with the international market, and finally achieve the goal of surpassing international standards.

3 To establish a national brand, we should "establish national ambition and create a world brand". Increase the company's profits through scientific management and reasonable planning. Three: situation analysis; 1, market situation: (1): At present, there are all kinds of high, middle and low-grade alcoholic products on the market. It is estimated that it will increase. (2) The competitive situation will be fierce. With the "financial storm" that swept through, the phenomenon of "more than enough porridge" will not be significantly improved, and sales promotion will continue through price reduction competition; (3): General mid-range wine competes with this tasting; (4) There are quite a few competitors in team market and individual market; (5): Forecast: With the emergence of new wine varieties, the team competition will be more intense, the overall personal market will remain stable, and the conference market has great potential; 2 competitive advantage and disadvantage analysis:

(1) According to China's national conditions and the rising living standards of the people, mid-range wines sell well and have a wide range.

Market prospect;

(2) China's customs and various traditional cultures provide a strong guarantee for the development of liquor industry;

(3) Although the new wine will do a lot of meticulous work in quality and price, it is still better than some old brands.

There is a certain gap;

(4) The company will invest heavily to improve the quality and after-sales service level of the product wine;

Market positioning: As a mid-range product wine, this wine should give full play to its price advantages, its own quality advantages (good taste and strong safety performance) and after-sales service advantages, aiming at the mid-range consumer groups. 1, division of tourist market;

(1) Hotels and guesthouses with large groups of tourists (these groups may come from developed areas such as Beijing, Shanghai, Guangdong, Southeast Asia, Japan and South Korea);

(2) Hotels and guesthouses that receive a large number of individual tourists are relatively stable tourists (these individual tourists may come from Haikou and surrounding areas, or from commercial companies in big cities such as Beijing, Shanghai and Guangzhou); (3) accepting hotels, guest houses, etc. The number of meetings is relatively large (this is also a growing source of tourists. These meetings may come from various government departments, enterprises, institutions and domestic and foreign commercial companies in Qiong); (4) Stores and supermarkets at all levels. 2. Division of sales season;

(1) Peak season: February and May, and 10 is the golden month; 1, 3, 4, 1 1, 65438+February is also good (during which the liquor sales volume is relatively large) (2) Normal season: July and August (but the beer demand is relatively large, so the production ratio can be revised in time) (3) Off-season: June and September 5, market opportunities.

Based on the market survey of this medium-sized product, this paper analyzes the sales status of various medium-sized products and wines. The specific factors of poor sales in general marketing are as follows: 1. Low visibility and poor image of enterprises affect product sales; 2. The product quality is not up to standard and the variety is incomplete, which is ignored by consumers;

3. The product packaging is poor, the bottle design is not beautiful enough, consumers are not interested in buying, and the product price positioning is improper (right

Understand the dialectical truth of the influence of low-priced and high-priced promotions on consumers in marketing); 4. Poor sales channels or wrong channel selection hinder sales; 5. The promotion method is improper, and consumers still don't understand the enterprise products;

6. The quality of after-sales service is too poor, and the salesman or salesman is not enthusiastic enough to make consumers dissatisfied; Therefore, in view of this kind of mid-range liquor (liquor, beer and fruity flavor), we should analyze its advantages and disadvantages from the aspects of price, quality and after-sales service, find out the disadvantages from the problems, overcome them, and find opportunities from the advantages to tap its market potential. In addition, before or during work, it is necessary to analyze the characteristics of each target market or consumer group, meet different consumer needs, focus on major consumer groups, find out the gap with competitors, and make good use of market opportunities (this is a non-programmed decision, which can not be solved by digital models in management, because human and social environmental factors are more complicated) VI. Marketing strategy:

1, the company's macro marketing strategy (this is the marketing concept that the company will always adhere to)

(1) Take the lead in introducing advanced production technology and advanced management concepts to produce high-quality and excellent-tasting product wine.

Continuously improve production technology and improve production efficiency. In addition, it is necessary to train marketing personnel, serve customers enthusiastically and enhance the image of the company and products. (Because the good reputation and image of an enterprise is the intangible property of the company);

(2) Make good use of the influence of high-priced and low-priced promotions on consumers (price elasticity must be analyzed);

(3) There are two ways of competition in the market: competitive access and non-competitive access. However, our company is mainly trying to do well.

A little face is to implement the strategy of "not making enemies"-"separation * * *; Stop participants; Coordinated action "(this strategy is called one of the most classic strategies in the monograph" Internal Logic of Business Strategy "by Japanese management scientist Yin).

(4) The company will always adhere to the integrity management and handle the relationship between "compensation" in the immediate future and "earning" in the long run.

(5) The company will make scientific decisions, not blindly follow the market, and correctly handle "small profits but quick turnover" and "favoring one over the other" when stimulating consumption.

The relationship between profit and less sales (and the key to this is the price elasticity analysis of products in different periods and places);

(6) The company will resolutely regard "quality" and "variety" as two wings of development, and both are indispensable. No matter how good the quality is, there are more varieties.

Outdated or single, products are unsalable immediately, which is most obvious in the century-long quality war between the United States and Japan in this century.

(7) The company will focus on creating the market, supplemented by tracking the market. Only in this way can the company take the initiative in the market.

Yes, at the same time, I understand the truth of "winning first" and "winning later". The advantage of the former is to take the initiative, and the advantage of the latter is to sum up the experience and lessons of the former.

(8) For the country, rapid economic development may not be a good thing, but there will be hidden dangers behind it, so for the public,

So is our company. "Melamine" is the most convincing example, so our company will correctly handle the relationship between "promotion" and "sales" according to the market and the company's own development. This is the most distinctive marketing strategy of our company.

2. Specific marketing strategies (different marketing strategies in different seasons): (1) Peak season: 1, 2, 3, 4, 5, 10,1,1February (especially

But the price must be acceptable to consumers, and at the same time increase the output of products;

A:65438+ 10 month: (a) Strengthen the market survey of the Spring Festival, formulate the promotion plan for the Spring Festival, and book the Spring Festival group and individual customers;

(b) Strengthen the publicity of the conference;

(c) Strengthen business promotion and conference signing; (d) Strengthening the promotion of wedding banquets;

B: February: At this time of the Spring Festival, the plan is generally similar to 1 month. However, because the time of Spring Festival, Lantern Festival and Valentine's Day is similar, we can take corresponding measures to run through it, and we will get good benefits. C: March: (a) We will also strengthen the promotion of conferences, business and wedding banquets.

(2) Plan the "May Day" Golden Week in advance, formulate the promotion plan in advance, and sign an agreement with the tourist representatives.

(c) Promotion on March 8th (fruit wine can be sold at this time); D: April: (a) Strengthen the promotion of business, conferences and weddings. (b) Plan Mother's Day activities and carry out promotional activities (the second Sunday in May). E: May: (a) Adjust flexibly according to market changes, strengthen holiday promotion, and strengthen wedding banquets, business,

Conference, government promotion, etc.

(b) Make a promotion plan for Father's Day in June. F:65438+ 10 month: (a) The plan is basically the same as that in May; At the same time, step up contact with various intermediaries and agents and sign agreements; (b) Making a Christmas promotion plan;

(c) Carry out the design scheme and environmental layout scheme of advertising, promotion and lottery games, and gradually carry out various tasks.

Expand.

G:11~ 65438+February: (1) Strengthen the investigation of Spring Festival travel rush in advance;

(b) Strengthen business, conference, wedding publicity and signing agreements. (2) Normal peak season: July-August: (a) Strengthen the promotion of conferences, businesses and wedding banquets.

(2) Formulating the "Teacher Appreciation Banquet" plan, Mid-Autumn Festival activities plan and promotion plan; (c) Summer outreach programme

(d) Investigate and study the National Day in advance, and make a promotion plan; (3) Off-season: June-September: (a) This month is the off-season of sales, so we should pay attention to appropriate price reduction and promotion;

(b) A "Thanksgiving Activity" promotion plan can be organized, and a large reward can be provided; (c) A new price increase plan can be formulated according to the psychological changes of consumers. (For example:

The price starts to be sold at the lowest price in the off-season, and then rises at the price of 1 yuan every day, and gradually restores the original price in the normal season, attracting consumers to buy, which is also conducive to the rapid withdrawal of funds).

3. Publicity plan:

(1) External promotion: (a) Strengthen cooperation with news media, seize the opportunity, and use the opportunity of cooperation with advertisements and columns to improve the popularity and reputation of this product wine;

(two) to strengthen the publicity of public transport;

(c) Personnel promotion, trade fair promotion, publicity through travel agencies, e-mail and other media, etc.

Attract customers through the above methods

(2) Establish an internal publicity network. As our company has just registered, many customers (intermediaries, agents, etc. ) will come to visit and want to know more about our company. So, I think we can make some pictures, special DVDs and so on. Let customers have a more detailed understanding of our company, thus increasing the chances of signing an agreement with our company.

(3) You can make a discount card (Note: There are many discount cards in society, such as optical shops. In view of this situation, we can take corresponding measures to prevent this kind of situation from happening, so that customers with discount cards can get tangible benefits. 4. Keep the guests.

The main purpose of our promotion is to attract and stabilize customers, generate transactions with customers, sign agreements and orders (of course, the premise is accurate price positioning). Besides its own hardware facilities, it should also have software facilities (including services, product quality and high-standard services of business departments, etc.). ). At the same time, some gifts or discounts are needed-for example, the implementation of "points cards", that is, consumers can enjoy gifts or discounts after spending reaches a certain level, and they can also apply for VIP gold cards, silver cards or cards to obtain entertainment consumption.

5. Learn to use marketing skills related to career; This marketing skill requires the company to cooperate with non-profit organizations (especially non-profit organizations), take love as the theme, and use indirect fundraising to improve the company's popularity and reputation, which not only helps the donated areas. It also achieved the "win-win" goal that the company wanted. 6. Internal work:

(1) If the audit procedures are not conducted regularly, the sales loopholes will be blocked;

(2) Further strengthen the training of sales personnel and improve their quality and professional level. (3) Adjust the department level setting to reduce the sales cost.

(4) Target assessment, formulate internal and external incentive mechanisms to mobilize the enthusiasm of all employees.

VII: Budget: (1) The estimated expenditure of various morning and evening newspapers is 200,000 yuan;

(2) All kinds of TV media advertisements are expected to spend 8 million yuan;

Eight: Precautions (see the effect of the advertisement)-After the advertisement is issued, it should be measured by means of questionnaires and symposiums.

Modify the advertising plan at any time.

1: newspaper: once every three weeks or once a month. 2. Symposium: held every three months. (The project's popularity 100%, trust and reputation 90%, market share 20% ~ 30%);