Analysis of Current Situation of China's planning industry

With the development of China's economy and the joining of multinational corporations after the WTO, various planning, PR, and consulting companies have sprung up. According to conservative estimates, there are currently more than 10 thousand professional planning companies in China, about 1.5 million employees. These practitioners are mainly composed of the following groups: first, the media and reporters. Second, "haigui ". Third, a group of staff from well-known domestic enterprises or large foreign companies. 4. People from universities and research institutions. Fifth, individual and non-professional planners scattered across all social classes. Among these planners, marketing planning is the main factor. Some people divide the planners into five schools based on their respective characteristics: Western School with standardized management, academic school with solid theoretical foundation, and Apsara school with good reputation, there are also practical revolutionary teams that use conventional methods to carry out practical operations. It can be said that the flowers are everywhere, and the competition is everywhere.

From the perspective of the development phase of planning, it has roughly gone through the following stages: first, the initial stage. At the end of the 1980s s and the beginning of 1990s, the main representative of the Project was he Yang, he created a myth of selling 0.4 million yuan of ideas; he used a vehicle-leather backlog to replace a plane; Wang Li, he created the sub-Asian myth; and the second was the initial stage. In the middle and late 1990s s, dr. Yu mingyang, the Representative, used public relations to create a brilliant enterprise. Wang Zhigang opened the door to real estate planning. The biguiyuan incident triggered real estate marketing planning. The third was the development stage, from the end of the last century to the beginning of this century, the main representatives were ye maozhong, who brought new marketing ideas with creative film and TV advertisements; Zhu Yutong, who planned the entire product market marketing; Chen Fang, and large-scale passionate creative activities. At present, the planning has entered the fourth phase, the integration phase, the main representatives of Yuan Yue, the first person in the research industry in China, Liang China, known as the world's first CBO Chief Brand Officer; Chen Guoqing, the executive director of the China Planning and Research Institute, of course, has a group of outstanding talents.

It should be acknowledged that China's planning industry has made great progress in its exploration in recent years, especially in marketing planning, but it also has many potential problems. Practitioners are mixed, and the quality of planners is uneven. Li GUI and Li Miao coexist. There are a lot of abuse and abuse. For example, the author has been concerned with one person in the industry for "Disguise" in his education background, his or her degree has jumped three-level in more than a year, from a secondary school to a junior college to a master's degree in business administration today. He uses money to pack himself and buy honors and titles, for example, "planning experts" and "Researchers". They use the method of challenging "Celebrities" to create momentum and leverage opportunities to increase their awareness. Of course, the crisis and undesirable phenomena in China's planning industry are inseparable from the impact of the overall environment. The current economy is in a transitional period. Many things are unpredictable and uncertain, but people have high expectations for the future. Therefore, they will have an impetuous mood of quick success and quick success. China's planning industry also has this kind of impetuous mentality, specifically: lack of professional technical skills, self-styled masters, and blind commitment to services that are far from enough; planning companies and planners attack each other in different stages; disorderly competition; not doing much, blow yourself up first; Everyone enters the planning industry ....... As a result, there are endless battles in the nest. Although there are only a few of these phenomena, the impact is extremely bad, causing many enterprises to lose confidence in planning. The development of this phenomenon will inevitably impede the pace of China's planning industry, this industry is even ruined.

There are a series of problems in policy demarcation, mainly because of the low entry threshold and lack of norms and self-discipline. In fact, in the future development process, enterprises have higher and higher requirements on planners. Because the quality of employees of an enterprise is improving, planners must surpass others and be more creative and innovative; second, the serious phenomenon of homogeneity forces planners to keep pace with the times, globalization, localization, and integration of resources; 3. The emergence of many alternative and similar industries and the entry of foreign companies have intensified competition in the planning industry. Therefore, planners are required to possess higher quality and quality.

To break through the current planning environment, the key lies in the improvement of the quality of the planners themselves. It lies in the cultivation of the creative and innovative abilities of the planners, in their thinking and ideas, and in the integration and empathy of resources, seeking for differentiation and external power lies in the transformation of ideas and innovation of thinking. For example, innovation in the market concept, from satisfying customer needs to guiding and creating customer needs; the market positioning concept changes from traditional product users to pursuing the "knowledge management" Field of enterprises from competition; the concept of market possession has shifted from focusing on market share to seeking to increase the value share of customers and the ability of enterprises to take the lead in the market. The concept of competition has evolved from survival to symbiosis and win-win; the concept of talent has changed from focusing on Cultivating professionals to cultivating creative compound talents. The idea of marketing resources has shifted from creating marketing benefits for internal and external resources to creating marketing benefits. As some people have said, the cultivation of creative planners must go through the "four realms". The first is the preparation process. Last night, the west wind withered the green trees and the tall buildings stood alone; the second is the brewing process, with the clothes gradually getting wider and no regrets. The third is the epiphany process. The crowd looked for him and looked back, but the man was in the dark. The fourth is the verification process, we need to make bold assumptions and be careful when verifying.

In short, the current situation of China's planning industry is characterized by disorder, disorder, and disorder. The current situation can be either adapted or changed. However, for planners, they rely on their mental power to think and survive, relying on experience and innovation capabilities, relying on keen insight and analysis capabilities. With the continuous development of society, the planning industry will face competition from different aspects, such as competition in the same industry, competition in the consulting and advertising industries, and competition in foreign companies, the customer competes for bargaining for higher quality. The competition is becoming increasingly fierce, but the planning will develop towards regionalization and specialization. The planners should make corresponding transformations and reposition, and with the improvement of the overall quality and strength of the customers, the threshold is also higher. It is hoped that the planning industry will eliminate the coexistence and full-scale phenomenon of Li GUI and Li Yun, with less deception and more pragmatism and innovation, so as to truly increase the value of customers and create value, healthy, orderly, and benign development.

Make life more exciting for planning, and change life for planning.