Planning, as the name suggests, is a strategic plan. Marketing planning is a strategic plan for marketing. Adopting the definition of Baidu Encyclopedia: Marketing planning means to make systematic and scientific predictions about what will happen in the future and formulate feasible plans based on sufficient market research and following certain methods or rules in order to achieve a certain goal.
This definition reminds us:
(1) Marketing planning must have clear goals, which come from marketing concepts and judgments on the current market situation. (2) Marketing planning should be based on market research. It is not planning if it is done behind closed doors. Planning is generated in a competitive environment.
(3) Marketing planning must follow scientific methods.
(4) Marketing planning needs to abide by some rules, namely general business rules and industry conventions.
(5) Marketing planning is future-oriented and is a prediction or design for the future.
(6) Marketing planning must ultimately deliver a planning plan, and the planning plan must be systematic, scientific and feasible.
This definition does not remind us, but in practice:
(1) Marketing planning places special emphasis on innovation and creativity, especially specific marketing activities. It must be said that innovation is based on solid basic skills and rich industry experience. The focus is on these basic skills and a small amount of cross-border e-commerce industry experience. There is no
in-depth discussion on how to innovate, but readers should pay special attention to the learning and training of innovative methods.
(2) The goal of marketing planning is to enhance the core competitiveness of the enterprise. The final delivery cannot stop at the planning scheme, but to achieve intangible brand image enhancement and (or) pragmatic sales growth. These two indicators are the basis for judging the quality of marketing planning.