In practice, the cross-border e-commerce marketing planning framework always affects our work, either explicitly or implicitly. The key to the problem is not whether to build a framework, but how to discover and apply it. Readers are advised to pay attention to the following points.
(1) Suitable for the enterprise. There is no absolute optimal solution for the framework, only the most suitable one. This is the most interesting part. The framework that is suitable for enterprise A may not be suitable for enterprise B. This is related to the macro and micro environment of the enterprise, the original intention of the enterprise, and the development stage of the enterprise.
(2) Simplification. In order to adapt to the rapidly changing market, the model should be simplified as much as possible. For example, at the tactical level, we simplify it into three tasks: people, goods, and a field. The responsible person at this level does not need to consider the specific details of the combat level tasks, but must truly dig deep into customer needs and select the most convenient channel to provide the most suitable products to customers and meet their needs. In addition, a quantitative mathematical model is given to evaluate the marketing effect. In fact, these models are very difficult to build and always have loopholes. They must be simplified to be operational. Therefore, the subsequent quantitative model is easily questioned in terms of scientificity and needs to be further optimized.
(3) Highlight the key points. Before a systematic approach is formed, do not seek perfection, but make breakthroughs one by one. For example, some stores have not yet started marketing, but they have begun to use search engine marketing to attract traffic to the store. This may bring a certain amount of traffic to the store, but it may also attract traffic to the platform, that is, the platform uses product associations to guide users to better stores. Therefore, at a certain stage, the enterprise should focus on a certain key point in the framework. Emphasizing systematicity is by no means a one-size-fits-all approach. After the basic framework is built, gradual improvements should be made.
(4) Optimization in application. The framework must be continuously tried, tested and optimized in application. Planning is often implemented on paper (Planning Scheme), but special attention should be paid. Planning work will become worthless if it remains on paper.
In summary, when building a framework, we should neither be perfectionist and pursue the best solution, nor be unchanging. When using the same set of frameworks at different stages of enterprise development, we should find the framework that is most suitable for the current stage of the enterprise. When building a framework, we should strive to simplify the model and not complicate the problem. Even if it is not rigorous, we should ensure operability. Highlighting the key points is one of the simplification methods. It is feasible and necessary to focus on only one task at a certain stage and weaken or even ignore other tasks. As long as we persist in continuous optimization in the application, I believe we can build a suitable marketing planning framework to guide us to do a good job in marketing.