The basic procedure of Network marketing planning

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

Herbert, American administrator and Nobel laureate in economics A Simon believes that the enterprise marketing and management process is the planning process, this process can be divided into 4 stages:

From the perspective of the production of network marketing planning, its basic procedures can be summed up in the following 5 steps:

First step: Define the problem, clear the goal.

Planning is a highly purposeful activity. Enterprise marketing activities are not to integrate and use resources, in order to meet consumer demand and profitability. Defining the problem is the first step of planning, that is, to face complex problems in-depth analysis, to identify the key points, so as to clarify the objectives of action, to achieve targeted. Only by defining the problem can we define the goal, and then we can plan the plan around the target. There are two main items of this work:

(1) Defining the problem. The problem is that in the constantly developing and changing marketing environment, the contradiction between the internal resources and the external market is also the crisis and opportunity that the enterprise seeks to develop. Defining the problem is to analyze the type, nature and cause of the problem and find the key point of the problem. Enterprise Network Marketing often encountered the main problems are: How to attract netizens online shopping? How does network marketing integrate with traditional marketing to form competitive advantage? How to recommend products online? How to determine the price of online product sales? How to implement the strategy of customer service.

(2) Clear objectives. After the problem is defined, the problems to be solved should be taken as the aim and direction of the enterprise network marketing activities, and the specific action plan should be designed according to the target.

Step Two: Collect the information and analyze the data.

Information is the basis of planning, no information, planning thinking can not start; the quality of the information determines the feasibility and correctness of the planning scheme, and the feedback of the information can revise the target and the plan in time, so the marketing manager must put the information in the important position in the planning process, and do the work of information collection, analysis and feedback.

Analysis of data refers to the collection of information, classification, collation, comparison, screening process. On the one hand, to examine the integrity of information, on the other hand to judge the authenticity of information. It is necessary to use computer technology to improve the efficiency and quality of the classification and collation of information, and to exert the function of the human brain, to analyze and extract valuable information, so as to provide basis for enterprises to set up network marketing goals and strategies.

The third step: the idea of creative, design plan.

After the goal is set, we should begin to think about the specific plan, and the most important question is what kind of idea or theme to use. Creativity is based on the goals and changes in the market environment, thinking about marketing activities of the theme and program. The main tasks of this phase are:

① idea theme. The theme embodies the goal of enterprise marketing activities, is the core of planning. Creativity is through creative thinking, the concept of the realization of business marketing goals of the action points and solutions, which include can be applied to the planning, practical, new ideas, good strategy.

② programming. In the process of analysis of creativity, the choice of a good idea can be adopted, and then the appropriate extension, will form a workable plan. The plan includes the objectives, themes, strategies, human resources, technical support, financial budget and action plan of the Enterprise Network marketing.

③ argumentation scheme, Network marketing scheme design, should evaluate its feasibility, demonstration, to involve a wide range of large scale of the scheme, but also in a certain scope of the pilot to avoid the loss caused by subjectivity. There are 4 kinds of methods used in the program argumentation: (1) Experience judgment. A subjective assessment of the feasibility of the designed scheme has been made with the help of experienced individuals. (2) Logical reasoning. With the aid of logic principle, the scheme which needs to be proved is properly deduced to judge the feasibility of the scheme. (3) Expert argumentation. The project is submitted to experts with rich knowledge and experience to evaluate the feasibility of the scheme with the help of experts ' knowledge and experience. (4) Selecting the selected points for trial. For a wide range of projects involved, the selection of pilot, in a certain range of trial run, with the help of the test run feedback effect to determine the feasibility of the scheme.

④ to write a plan. When the designed scheme is fully demonstrated or tested to be feasible, it enters the final stage of the scheme design-the writing stage of the planning book. The main task of this phase is to enrich and edit the designed scheme, and to express it in the form of words and graphs, and to write specific and operable planning books to guide the work of the planning and implementation process.

The fourth step: to launch the plan.

After the plan is written, it should be submitted to the supervisor or entrust the client for consideration and approval. This stage, the main task is to the superior or the client to explain, demonstrate, recommend the plan. A good plan is too wasteful if it cannot be understood and adopted by the other party. Therefore, the introduction of planning program is also an important part of planning.

First of all to choose a good plan for the referral people, the condition is that they are familiar with the planning scheme and persuasive. Second, the preparation of the project before the launch, including the prior communication with the review, the design of the introduction of the way, simulation exercises and so on. Finally, we should pay attention to the skills of persuasion, use various methods to enhance persuasion, such as the use of graphics, film and television, data, examples, evidence and so on.

Fifth step: The implementation of the program, effectiveness evaluation.

Once the programme is established, it should be fully implemented and not arbitrarily changed. The good plan must have the strong action to carry out, otherwise will because implements not to be in place and naught. In addition, any programme in the implementation process may occur with the reality of the Earth, therefore, the implementation of the programme must be constantly feedback to decision makers also should be based on feedback on the timely adjustment of the deficiencies of the programme. This requires the implementation of the program, the use of specific standards and methods to detect and evaluate its effectiveness. Through the implementation of the results of testing and evaluation, timely enrichment plan or adjust the strategy, so that planning activities gradually improve, into a benign state of operation.