市场营销策划（Marketing planning）.doc

市场营销策划（Marketing planning） Marketing planning,.Txt Marketing planning Department of management, Hebei Institute of Finance First, marketing planning overview First, the concept of marketing planning (I) planning Planning refers to people in order to achieve some desired goal, With the aid of scientific, systematic methods and creative thinking The environmental factors of the object are analyzed, and the resources are recombined The investigation, analysis, creativity, design, and optimization of the configuration The act of formulating a plan of action. Modern planning consists of three elements First, there must be new ideas - something new, Especially； Second, there must be directional originality - - around the eye Standard; Third, there must be the possibility of human, material and resources, financial (two) marketing planning Marketing planning refers to the inner and outer rings of an enterprise To accurately analyze and effectively utilize the base of business resources On the basis of a certain stage of enterprise marketing activities Policies, objectives, strategies and implementation plans and concrete measures Design and plan. Scientific connotation of marketing planning 1, the essence of marketing planning is planning 2, the object of marketing planning is the future marketing activities 3, the basic task of marketing planning is to promote commodity exchange 4, the purpose of marketing planning is to improve efficiency 5, marketing planning is based on information 6, the core content of marketing planning is operation, planning and design 7, the soul of marketing planning is creativity 8, the result of marketing planning is marketing activities program 9, the successful implementation of the marketing plan is the guarantee of constant adjustment Two, marketing planning basis, principles, procedures, content (1) the basis of marketing planning: comprehensive and detailed market analysis; (two) the principle of marketing planning; 1, overall planning 2,