Product marketing planning program 5 articles

#Planning # Introduction Time passes quickly, the hard work has come to an end, and ushered in a new starting point and new goals, is not the need to write a good planning program? The following is Organized product marketing plan, welcome to read!

1. Product marketing plan

1, change the concept of

Set up a "no off-season" idea "there is no off-season market, there is only off-season thinking! ". Shopkeepers want to improve performance in the sales off-season, first of all, to change the business philosophy of the clothing stores, to establish "no off-season sales" awareness. Can not see the whole industry business is very cold, they are disheartened. In fact, will make money or not the deciding factor is the owner himself. Only to establish a "no off-season" idea, in order to give themselves a boost in spirit, do business is also motivated.

2, maintenance of old customers

Actively develop new customers in the clothing sales off-season is approaching, we must focus on communication with customers, the old customers do a good job of pre-sales settlement and follow-up sales service work, and at the same time to do a good job of follow-up sales service work. The loyalty of old customers in the off-season, more able to bring enough profit to the clothing business. At the same time to actively develop their new customers, and constantly expand their sales channels.

3, incentivize the sales staff

The arrival of the off-season, the sudden drop in sales often make many sales staff lack of enthusiasm for the work, produce lazy mentality, no spirit to guide more customers. In such an environment, you can increase the incentives for salespeople in the off-season, such as increasing incentives to encourage salespeople to take the initiative and sell more.

4, timely update of clothing styles

The frequency of summer clothing update is very fast, there is its for women's clothing store owners, it is necessary to stock a small number of models, to keep the store clothing styles updated. At the same time a small amount of goods in favor of timely clearance to ensure the operation of funds. From the point of view of the trend, can strengthen the brand of the clothing store in the minds of local consumers, for the limited marketing budget of the clothing store, with limited advertising and promotion and the right amount of new products can be achieved a good impact. If you do not enter the new models in the off-season, it will greatly weaken the image in the consumer, then in the peak season comes, your old customers will be lost!

5, diverse promotions

Off-season discounts tend to be more than the peak season, when discounts, promotions are commonplace, consumers will appear "aesthetic fatigue". Therefore, store owners in the off-season promotional tools need to diversify, for the customer base to carry out a variety of marketing activities to increase the attractiveness of the store.

For example, the recent Universiade and so on, clothing promotions can be combined with these social hotspots, to find their own promotional methods. Some original way of consumption, such as buying clothes to send dry cleaning, buy clothes to send ice-cream and so on preferential sales, can often produce the effect of surprise, these are clothing stores off-season marketing innovation model.

6, timely charging

Since it is not easy to free time more up, why not make good use of this time to recharge their own batteries for the arrival of the peak season to do a good job on the knowledge reserves. Many clothing store owners are usually busy with business, very little quiet to read, this time is a good opportunity to charge. At the same time, in order to keep abreast of trends, or business skills, store owners can go to visit the major clothing industry websites and forums, and those successful businessmen to communicate more, to make up for their own shortcomings. Perhaps, you will find unique sales techniques in the exchange.

2. Product marketing plan

I. Competition

Product marketing plan.

Second, the purpose of the competition

1, mobilize students to learn actively, strengthen the relevance of student learning.

2, improve students' marketing planning ability.

Third, the competition arrangements

1, the contestants for the marketing college 1201 class all students, other classes voluntarily participate.

2, the awards set a first prize, second prize 1, third prize 2, award certificates and prizes.

3, the organization of 18 weeks Wednesday afternoon at 2:30 p.m. to start the final, by the management of the teaching and research department is responsible for the final of the specific work of the organization and implementation.

Fourth, the content of the competition

Including the development of marketing planning program, on-site PPT presentation and defense of the two parts. Specific content of the competition is as follows:

1, the development of marketing planning program

The marketing planning competition project designated as a fast moving consumer goods as the competition goods. Participants independently selected the real market of a fast-moving consumer goods, contact the production and distribution enterprises to investigate, understand the product market situation, stand in the enterprise point of view to develop product marketing plan, and in the specified time to submit the marketing plan to the competition organizing committee. See the appendix for specific requirements of the marketing plan.

2, on-site PPT presentation and defense

On-site PPT presentation and defense of the marketing plan. Contestants in the specified time on the pre-tournament marketing plan submitted on-site PPT presentations and statements, while answering questions from the judges.

3, the competition

① competition using the team team competition, each team consists of two players.

② competition in two stages. The first stage to complete the product marketing plan, and the second stage before the submission; the second stage of the competition site, PPT presentation of the marketing plan and defense, the time is 12 minutes, of which the PPT presentation time 7 minutes, 5 minutes of defense. The order of the two parts of the second stage of the competition is determined by the teams before the game draw.

4, the results of the judging and ranking methods

The competition adopts a sub-scoring, cumulative total points scoring method. Each project 100 points, take the average of the judges' scores for the team score; cumulative total score for the product marketing planning program score 70%, the site PPT presentation and defense score 30%, the sum of the two scores for the team's final score. According to the total score of the ranking after the ranking, if the total score is the same, the second stage of the two total score and the high ranking of the first.

V. Note to the players

(a) the equipment provided by the competition point

The site of the PPT presentation and defense of the venue and facilities: a multimedia classroom, a multimedia projector, a computer, which PPT using Powerpoint2003 version.

(B) players prepare their own tools

The teams must prepare a U disk, the marketing plan and PPT presentation of the electronic version of the courseware copy to the competition team, and to ensure that it can be used normally.

(C) Note to the contestants

1, the teams must carefully develop their own marketing plan, if found to have a large area of plagiarism, the results of the score for zero points.

2, the teams must submit two marketing plan on time paper materials, electronic script and PPT courseware to the competition team.

3, on-site PPT presentation and defense links have a specified time, in the last minute of the specified time and the end of the time, the staff will give tips, overtime will be based on the situation of discretionary deductions.

4, after the end of the statement, the judges put forward the defense of the topic, the team can prepare their own, the next team for the statement; when the next team after the end of the statement, the last team on the stage to answer the questions raised by the judges, and so on.

3. Product Marketing Plan

I. Characteristics of Tourism Consumers

1. The ratio of provincial tourists and tourists from the near region is significant.

2, from near and far, the near-distance flow is more, the long-distance flow is relatively less (more domestic tourism, less international tourism).

3, more flow to scenic spots and political, economic and cultural centers.

4, in a special relationship between the two countries or regions flow. For example, every year, a large number of Hong Kong, Macao, Taiwan compatriots, overseas Chinese and overseas Chinese to Sichuan to visit their relatives and sightseeing.

5, mainly group tours, supplemented by casual tours.

6, tourists choose tourism products are price, quality-oriented, followed by the requirements of product differentiation, that is, more interested in special tourism.

7, tourists do not have a high level of consumption, more tourists participate in the standard and economic tours, luxury tours less tourists.

Second, the main characteristics of tourism products

1, tourism products to the regular route, supplemented by special routes.

2, travel agency services to the team services, supplemented by casual services. As the needs of modern tourists are gradually personalized, so the service for casual customers can not be ignored.

3, four boutique tourist routes, a center and two ring road (North Ring Road and South Ring Road) development is more mature.

4, tourism products are mainly sightseeing tourism products.

Third, market competition

1, quality and price competition. At present, Sichuan travel agency product quality and price competition can be said to have reached a white-hot degree. Overall view of the travel agency products in Sichuan Province, a low quality and price is not high, although low quality and low price but there is a market for its existence. Secondly, after the "SARS" in order to restore the tourism market as soon as possible, travel agency product quality is high and the price is not high. So the positioning of the price of the travel agency is particularly important issue.

2, travel agency brand competition. How to establish brand awareness in order to compete with the old travel agency.

3, group competition. Faced with the imminent full opening of the market, grouping, scale competition will be more and more intense.

4. Product Marketing Plan

In 1999, a seminar on "Human Resource Accounting Theory and Methods" was held at the Capital University of Economics and Business, which pushed the research on human resource accounting to a high tide. There are a lot of articles on human resource accounting, in which there is also the phenomenon of mixed quality. Prof. Li Shicong summarized four problems in China's human resource accounting research in his article "Comparison and Inspiration of the Measurement Methods of Human Resource Value at Home and Abroad": lack of group research; few original research results; diversification of measurement models; and neglect of science and applicability.

(I) The problem of recognizing human resources.

Whether to regard human resources as an asset is the key to whether human resources accounting can be established. The traditional view that human resources are different from accounting assets, it is with great uncertainty, it is also difficult to measure it in monetary terms, can not be fully controlled by the enterprise. In addition, dollarizing the value of human beings is detrimental to human dignity. In contrast, Professor Zhang Huizhong believes that human resources are resources that can be controlled and utilized by the enterprise, can be measured in monetary terms, and can bring expected benefits to the enterprise, which meets the definition of an asset, and thus can be recognized as an asset. Regarding the specific attributes of human resources: some scholars believe that it can be recognized as an intangible asset; some scholars believe that human resources are dependent on the existence of human beings, unlike the independence of intangible assets, can not be occupied and used by different enterprises at the same time, and thus are different from tangible and intangible assets, should be recognized as a separate human asset.

(ii) the measurement of human resources.

The direct cause of the development dilemma of human resources accounting is the difficulty of measuring human resources assets. Regardless of which measurement method, ultimately still fall back to a point in time and a certain scenario of human resources asset measurement of this difficult point, there is no substantial breakthrough, the measurement of human resources value, whether by market value, salary compensation, a variety of other methods of estimation (goodwill, scoring, regression) there are large defects.

(C) the amortization of human resources.

As in traditional accounting, the purpose of owning assets is to bring an inflow of economic benefits to the enterprise in the future. With the use and consumption of assets, the value of the assets is gradually transferred to the cost of the enterprise's products and period expenses. For example, raw materials are transformed into product costs and period expenses as they are received by each department, and the valuation of received materials can be based on the first-in-first-out method, the weighted-average method, and so on. Another example, fixed assets over time will occur tangible and intangible losses, accounting depreciation method gradually transferred to the cost of products and period expenses, the specific methods used in the average life method, accelerated depreciation method. Intangible assets must also be amortized over a certain period of time.

And human resources "assets" are with the above general assets with different specificity: on the one hand, the value of human resources is the main body of knowledge, skills of the timeliness of the time, so with the passage of time, the value of its gradual decrease, so to carry out the appropriate amortization; on the other hand, the value of human resources can be due to the value of the knowledge and skills of the main body of the time. On the other hand, the value of human resources can also increase due to the improvement of the knowledge and skills contained in the subject. If the subject of human resources passively or actively realizes "learning by doing", then the value of human resources may have an upward trend. Based on the above two considerations, not only is it difficult to measure human resources as an asset, but also the method of amortization and the determination of the marketing period is an obstacle that affects the practice.

(d) The presentation of human resources in the accounting statements.

On how human resources should be presented in the accounting statements, many models are only a few figures in the balance sheet, which is naturally far from meeting the needs of decision-making. Especially in the general concept, complete information must be reflected in the three major statements of accounting, and people also want to get the corresponding human resources information from the three statements, only a few figures in the balance sheet will only lead to insufficient supply of information. If the human resources accounting report is only reflected in the balance sheet, then in a sense, the human resources accounting is not necessary.

Because companies can disclose in the notes to the statement of the employee's education, title and other non-monetary information, in lieu of the figures in the table, which is not only less costly, but also provides information is relevant. Therefore, in order to justify its existence, human resource accounting must be proactive in providing more information such as earnings and cash flows created by human assets. In response to this problem, some researchers have redesigned the income statement in an attempt to present the earnings and expenses of human assets separately. This motivation is good, but its difficulty is conceivable: the earnings and cash flows of an enterprise are the product of the simultaneous action of human and material resources***, and it is theoretically impossible to distinguish the earnings and cash flows created by human assets. So the reporting of human resources accounting seems to be caught in a dilemma: theoretically should be disclosed in the three major statements of the relevant information, but in reality can not provide comprehensive information.

5. Product Marketing Plan

I. Preface

With the development and progress of social civilization, people are more concerned about the topic of health, nature, "green, health, environmental protection" has become the basic concept of modern society. Based on this concept, Jiangsu Hongdou company launched a series of natural textiles with bamboo fiber as the raw material. In line with the "create a healthy and elegant life" purpose, with a unique all-round marketing approach and multi-channel business system, and gradually realize the development of bamboo fiber textiles in Zhengzhou and even Henan market, growth.

Hongdou bamboo fiber textiles cover children's clothing, home furnishings, handicrafts, men's and women's underwear and other mid-range and high-grade products, "green, natural, sustainable" ecological civilization purpose, to take their own characteristics of the road. With natural, healthy and recyclable products, we care for consumers' life with all our heart, and integrate health into life with poetry. "Your health, our happiness", in line with this purpose, to develop the Zhengzhou market.

Second, the environmental analysis

Bamboo fiber eco-textile has a huge market potential and brilliant prospects. As a new type of textile fabrics, the emergence of bamboo fiber, its significance is for the entire textile industry and exists, rather than a single product system. China's textile market is up to 1,500 billion yuan of market share each year, bamboo fiber is comprehensively cut into this huge market area, which corresponds to the downstream market covers all the textile industry, through the bamboo fiber we can see is a three-dimensional, multilevel, multi-plates of the market space.

There has never been an innovative technology, like bamboo fiber, to health and antibacterial as the entry point, the underwear market, bra market, bedding market, towel market, hosiery market, home apparel market, pregnancy, baby and child market and other major markets into one, the implementation of vertical and horizontal diversified development. Because of the health characteristics, in any of the above areas, can cause enough market impact.

The product value of bamboo fiber shapes the consumer's identity and grade, it is a blank market, it has trillion business opportunities.

Third, SWOT analysis

(a) product advantages

1, special health care function: the concentration of negative ions in the bamboo fiber is up to 6,000 / cubic centimeter, equivalent to the concentration of negative ions in the countryside fields, so that the human body feels refreshing and comfortable.

2, regulating the balance of humidity: bamboo fiber porous structure, has a good moisture absorption, moisture function, environmental humidity can be quickly absorbed and storage of water, environmental humidity can be quickly released when the water, so as to automatically regulate the balance of human humidity.

3, antibacterial and antimicrobial function: the original cultivation of good E. coli, staphylococcus and other harmful bacteria on the bamboo fabric for an hour, the bacteria disappeared 48%. The same number of bacteria observed under the microscope, bacteria in cotton, wood fiber products can be a large number of reproduction, and bamboo fiber products on the bacteria in 24 hours was killed about 75%, bamboo fiber antibacterial ability is incomparable to other textile raw materials.

4, strong adsorption capacity: bamboo fiber inside the special ultra-fine microporous structure so that it has a strong adsorption capacity, can adsorb formaldehyde, benzene, toluene, ammonia and other hazardous substances in the air, and to eliminate the undesirable odors

5, heat preservation and warmth: Bamboo fiber far-infrared emissivity as high as 0.87, can be stored heat preservation and warmth, the sunshine warming speed is much faster than the traditional fiber fabrics.

6, softer and more comfortable: bamboo fiber has a unit of fine fineness, soft touch; good whiteness, bright colors; toughness and abrasion resistance, with a unique rebound; strong longitudinal and transverse strength, and stability and uniformity, good drape.

(B) product disadvantages

In the processing technology, regenerated bamboo fiber production process is too long, there are different degrees of environmental pollution, environmental issues into the development of regenerated bamboo fiber drawbacks, and its processing of bamboo raw material characteristics of the destruction is not negligible. Therefore, the processing technology of regenerated bamboo fiber also needs to be improved. For the production of natural bamboo fiber there are two main difficulties: one is the bamboo single fiber is too short to spinning; the second is the lignin content in the fiber is very high, it is difficult to get rid of. Conventional chemical degumming method process is long, long cycle, need to consume a lot of energy, and equipment corrosion is more serious, the environmental pollution is extremely serious, the quality of processed fiber is not stable enough. The biological degumming method also has considerable difficulty, by the bamboo material itself has a close structure, density is very large, and there is a large amount of air in the cellular organization, impregnating solution is difficult to penetrate, is bound to extend the degumming time, and bamboo itself has a variety of anti-bacterial substances, the selection of strains of bacteria is also difficult, so it is necessary to be further researched and explored. In the weaving process, due to the bamboo fiber is easy to absorb moisture, wet elongation, as well as plastic deformation of the characteristics of the large, very easy to brittle break. Clothing manufacturing in 100% bamboo fiber has not been a good solution to the problem of shrinkage, feel and drape also needs to be improved. Fiber identification and testing technology is relatively lagging behind, and still can not find a proven method to distinguish between bamboo fiber and hemp fiber, therefore, there is no shortage of the phenomenon of hemp instead of bamboo on the market. How to overcome the above shortcomings, and further promote the industrialization of bamboo fiber will be the focus of future research. Bamboo fiber products are not durable is the shortcomings of the price is high with the complexity of the processing technology, focus on the development of bamboo fiber products!

Bamboo fiber products are emerging products, due to consumer awareness and understanding of the degree is not high, its unique features and characteristics are not very familiar, coupled with the lack of maturity of the production technology, resulting in slightly higher costs and prices, a moment can not compete with the traditional textiles, the preliminary publicity costs are relatively high, and has a certain risk.

(C) Opportunity

When the global market is more and more product segmentation, many industrial markets have shown increasing white-hot competition; and with the development of science and technology, the global economic integration, a variety of industrial market space is also increasingly being squeezed, so how to find the market, "the new world! Therefore, how to find the market "new continent", how to successfully use the new technology to establish a monopoly "original ecological market" has become the reality of the global enterprises to diligently seek. Whoever has the first opportunity in this field will be able to take the lead in the future market. As Bill Gates said: "Innovate a standard, own the whole world.

Hongdou Bamboo Fiber upholds the new concept of eco-health, fully integrates new technology, and successfully develops eco-home textile products represented by bamboo fiber, which creates a new generation of textile products following the development of human civilization with cotton ＼ linen ＼ silk ＼ wool; and promotes a new revolution in the home textile industry of human beings. The market born out of this revolution has also opened up a new blank market that is closely related to people's lives. This blank market in Japan purely from the number of estimates, it will have trillion market capacity; if then from the concept of space and time, it is a global, extended century.

Hongdou bamboo fiber using international technology, through the mature technology, successfully developed a series of bamboo fiber finished products, including clothing, apparel, sanitary ware, bedding, underwear, home and so on; innovative design makes the product unique fashion, taste and elegance. Once the product is put on the market, it immediately causes a rush, and this phenomenon fully confirms the unlimited market prospects after the market gap.