What qualities should a marketing plan have?

Basic qualities and abilities necessary for marketing planners.

Planning is an interdisciplinary behavior, so as a planner, you should have comprehensive ability. This includes: creativity, innovation, market research, organization, insight, integration and execution.

Creative ability

Under the current socialist economic conditions, the market is the source of all wealth. Whoever doesn't study the market will lose in the commercial war, and the biggest magic weapon in the commercial war is creativity.

Creativity is the creative thinking of brain power, and it is the thinking process that people carry out when facing a specific problem, which is different from others and leads to novel and effective solutions. Creativity is a bright pearl embedded in the crown of creativity, investment, thinking, management, prediction and psychology. In modern economic life, the flowers of creativity are full of beauty and fragrance. If you want to know how to plan, you must know how to create.

Creativity as creative thinking is not a single form of thinking, but the sum of various forms of thinking. It is not a general thinking activity, but an inheritance and development of general thinking. It is a more systematic, deeper, more comprehensive and more novel discovery, understanding and grasp of the essential development, development law and interconnection of things.

Creativity is the highest embodiment of enterprise planners' mind and the comprehensive ability of enterprise planners to control knowledge and information. Creative ability requires planners to describe the overall framework of enterprise planning with image thinking, and then describe the outline of enterprise planning with concise language, and can fully grasp the changing trend and development trend of human resources, material resources, financial resources, social resources and various available resources.

Creativity, like the frame structure in architecture, is an important factor in enterprise planning. Whether the creativity is reasonable or not will determine the success or failure of the enterprise. For example, in 1998, Microsoft injected1500,000 US dollars into Apple Computer Company in crisis, which eased the danger of its former competitors, and this idea shocked colleagues all over the world. So, bill. What's the significance of Gates' practice?

First of all, his idea is to let Microsoft seek new energy supplement in business competition. After all, Apple was once a brilliant computer overlord. Although the damage is serious, its potential strength cannot be underestimated. In addition, many computer companies seek cooperation with Apple when it is in a weak position. And some of Microsoft's main competitors, such as IBM, Oracle, Sun, especially Netscape, compete with Microsoft by cooperating with Apple. So, bill. This idea of Gates may improve the security of Microsoft's operation.

Secondly, if Apple collapses completely, the market share of Microsoft operating system software will reach about 92%. According to American anti-monopoly law, if the market share of enterprises exceeds a certain standard and there is no corresponding balanced product in the market, they will face anti-monopoly investigation. Once Apple does not exist, according to the anti-monopoly law, Microsoft will be questioned by the US judicial department and the US Federal Trade Commission. If so, the cost Microsoft will pay for this lawsuit will greatly exceed the profit it can earn from Apple's market share.

Third, in terms of web browsers, because Netscape beat us to the top and occupied most of the market, Microsoft has been secretly looking for opportunities to try to regain its advantages in network computers. Now, thanks to the joint efforts with Apple, Microsoft can attach its own Internet search engine to the box of every Apple computer. If users want to use Netscape browser, they have to buy and install the software themselves, which is very inconvenient. This has increased the chips for Microsoft's Internet search engine to win the competition.

Finally, Bill? Gates' creativity also lies in pulling Apple into his arms to reduce the threat of Java programming language jointly developed by other big software companies.

It can be seen that as a planner, creative ability is the most basic quality.

Innovation capacity

Planning and innovation are like a pair of inseparable twins, and any clever planning is inseparable from innovation.

The market is unpredictable and the competition is increasingly fierce. Modern planners must be good at proceeding from reality, dare to take risks and innovate constantly. Only by grasping problems in time, solving problems and working creatively can we be in an invincible position. An arrogant and conformist person can't be a good planner. Even if you are not a very creative planner, you should be good at discovering and using other people's ideas. Therefore, it can be said that innovation consciousness is the basic consciousness of modern planners, and innovation ability is the most essential ability of modern planners. Innovation is not a fantasy, nor can it be achieved by thinking hard behind closed doors. It pays attention to creative thinking.

Although creative thinking is a complex and advanced mental activity, it is by no means mysterious and unattainable, and only belongs to a few geniuses.

According to the characteristics and requirements of modern planning, as an excellent planner, if you want to plan an extraordinary classic planning, the most important thing is to get rid of the influence of outdated concepts and habits, especially the following negative factors:

1. Break the fear

People's innovative activities are traditional in nature, and traditional things are always more powerful. This requires planners to overcome their fears, fight bravely and win a place in the planning field with strong hands.

2. The power to overcome habits

The positive aspect of mindset lies in maintaining the stability and consistency of thinking activities, which is manifested in the accumulation of knowledge and experience and the fluency of thinking; On the negative side, it hinders the flexibility of human thinking, embodies the inertia and rigidity of thinking activities, and is manifested in the old and narrow thinking. Only by using its positive side and overcoming its negative side can planners easily form a positive judgment and produce a surprise effect.

3. Believe in yourself and dispel your inferiority complex

Faced with creative problems, people will feel inferior, mainly because they lack a correct understanding of the nature of creation, overestimate the difficulty of creative activities, and trust existing principles or conclusions too much.

In real innovation activities, there is no distinction between high and low, and there is no insurmountable gap. As long as you believe in yourself, dare to challenge authority and reality, be good at thinking and not be afraid of failure, you will certainly receive unexpected miraculous effects.

4. Get rid of laziness and work hard.

Historically, innovation has always been accompanied by diligence and courage. Those who covet comfort and refuse to suffer hardships and lack the indomitable spirit of not giving up until they reach their goals have never succeeded. For planners, while admiring the brilliant achievements of innovators, don't forget the hardships of the process. You know, every progress and success of an innovator is bought with blood and sweat. Only when planners bravely accept the challenges of life with courage and perseverance, are not afraid of setbacks and failures, and participate in social competition wholeheartedly can they make their due contributions to the progress of human society.

Louis, president of IBM, praised by western media as "the savior of the blue giant"? Guo Shina's innovative ability enabled IBM to regain its glory and achieve brilliant results.

IBM, nicknamed "Blue Giant", rose in the 1980s and once ranked second in Fortune magazine's list of the world's top 500 companies. For a long time, IBM occupied the leading position in the world computer industry and was regarded as a symbol of American scientific and technological strength and a bastion of national competition. However, in the 1990s, great changes have taken place in the competition pattern of the whole computer industry. In the past, the beauty of monopolizing technology and dividing up the market by a few big companies has disappeared, and the technology of personal computers and workstations has developed rapidly. However, IBM did not innovate in time, and still stubbornly adhered to the business strategy with mainframe system as the core, and missed the opportunity. Since 199 1, it has suffered serious losses for three consecutive years, and 1993 has set an astronomical figure of the annual operating loss of American enterprises of 8 1 billion dollars. Shareholders' confidence was seriously damaged, and the stock price plummeted from 175 USD of 1987 to the lowest point of 1993 of 4/kloc-0 USD. American public opinion called it a "national disaster". Shortly after Lian Gang took office, President Clinton deeply regretted it. At this point, IBM has reached the most critical moment. Former President Axe resigned, Louis? Guo Shina was appointed as president of IBM.

This man, who started with cigarettes and fast food, is a layman to computers. It is through continuous innovation that IBM regained its former glory.

He believes that what IBM needs most is a vision, which comes from innovation. After he took over as president, he made innovations in personnel, technology, marketing and cooperation. After four years' efforts, IBM's turnover in 1997 was $78.5 billion, its after-tax net profit was $6.8 billion (IBM's loss in 1993 was $8 100 billion), and its share price reached an unprecedented 185, compared with/kloc-. This explains the difference between innovation and non-innovation. Planners should be able to capture information and constantly use it to innovate.

Market research ability

The living soul of a planner is that he can accurately predict and grasp the opportunity of historical development and lose no time to become a leader leading the market trend.

Market research ability refers to the planner's ability to analyze the current market situation and then predict the future trend. It requires planners to have foresight and strategic vision for a rainy day. The ability of market research will directly affect the planning results.

organizing ability

Organizational ability refers to the ability of planners to organically combine planning resources according to the requirements of planning itself. Including the search for planning talents, the collection of planning data and the formulation of planning schemes. , that is, the overall arrangement of people, things and facts. Therefore, the planning manager's organizational ability is not strong, which will directly affect the results of enterprise planning.

Specifically, the organizational ability of the planning manager includes internal organization deployment and external organization coordination, so as to achieve the purpose of * * * planning, production and execution.

In addition to strong organizational discipline and teamwork spirit, organizational ability also requires enterprise planners to have strong organizational leadership ability-command ability. In the planning activities of any enterprise, the ability of any individual can never replace the ability of everyone; Moreover, no matter how strong the individual ability is, it is difficult to play a role without the cooperation of the team, and sometimes it even plays the opposite role. It can be seen that enterprise planning is a collective activity, which requires the full cooperation of every planner in the planning team to form a planning benefit-an effective planning result.

insight

Insight ability refers to the planner's ability to comprehensively, correctly and deeply analyze and understand objective phenomena. The insight of enterprise planners directly affects the quality of planning results.

A planner should have the ability to look at the overall situation and analyze comprehensively, as well as the judgment ability and scientific foresight ability to grasp the essence through phenomena and focus on development. Only in this way can the planner ensure the pertinence of the plan, find the key to solve the problem and achieve the success of the plan.

"Seeing people but not seeing people" is a concrete description of the planner's insight requirements, and the planner should be good at finding important materials with creative planning from past and present documents.

Insight is sometimes called sensitivity and analysis of the development and change of things, or observation. This is the most basic accomplishment that a planner should have.

Integration ability

The planner is not better than others, but should integrate various resource elements, coordinate the forces of all parties, form a joint force, and achieve the planning purpose. We should learn to use the sharp weapon of "integration" to win the final victory.

I remember a planner once gave a definition of planning: planning is to use other people's money, products and information for yourself with his own mind. Just like John, the American department store tycoon who is known as the "God of Planning"? Warner Card summed up the successful planning equation in practical experience as follows:

Successful planning = other people's mind+other people's money.

This also shows that as a planner, you should have the ability of integration.

The planner's integration ability is based on his rational thinking ability, that is, systematic thinking under the guidance of certain theories, and also lies in the planner's massive, reasonable and efficient possession of information and intellectual resources. Therefore, the planner's integration ability is presupposed. Only when he has enough information and makes reasonable choices through rational analysis can the planning activities be innovative and creative.

executive capability

As the saying goes, it is impossible to talk without practice. After the planner conceives, it is natural to put it into practice. Planners should not only be diligent in thinking, but also be sensitive to action. Sometimes the practical operation ability even becomes the ultimate key to the success of the planning scheme, not to mention that planning is not only to formulate the planning scheme, but also to design the actual operation process and methods, especially the grass-roots planners should command, supervise and even carry out specific operations when necessary.

If you are the chief planner or chief planner, your main job is to solve the qualitative and positioning problems and consider the overall strategic issues; Then, as the master planner, I mainly consider quantitative tactics and specific problems, and also participate in many practical operation processes, such as market research, information collection and feedback, advertising production and monitoring, media combination, sales team training, marketing combination and promotion. Therefore, "it's too shallow to talk on paper and never know what to do." You can't be a successful planner just by talking empty words. ..