5 product marketing planning scheme

# Planning # The reading time is fleeting, and the efforts have come to an end, welcoming a new starting point and new goals. Is it necessary to write a good planning plan? The following is the product marketing planning scheme, welcome to read!

1. Product marketing planning scheme

1, change the concept and establish the idea of "no off-season" and "no off-season market, only off-season concept". Shops mainly want to improve their performance in the off-season. First, they should change the business philosophy of clothing stores and establish the consciousness of "no off-season sales". I can't see that the business of the whole industry is very deserted and disheartened. In fact, the decisive factor in making money is the owner himself. Only by establishing the idea of "no off-season" can we cheer ourselves up spiritually and have the motivation to do business.

2. Maintain old customers

Actively develop new customers When the off-season of clothing sales comes, we must pay attention to communication with customers, do a good job in pre-sales settlement and follow-up sales services for old customers, and do a good job in follow-up sales services. The loyalty of old customers in off-season can bring enough profits to clothing merchants. At the same time, we should actively develop new customers and constantly expand sales channels.

3. Encourage sales staff

With the arrival of the off-season, the sudden drop in sales often makes many salespeople lack enthusiasm for work, have lazy psychology and have no spirit to guide more customers. In such an environment, we can increase incentives for sales staff in the off-season, such as increasing rewards and encouraging sales staff to actively sell more goods.

4. Update clothing styles in time.

Summer clothes are frequently updated, so for women's clothing shopkeepers, it is necessary to purchase a small amount of items to keep the style of clothes in the store updated. At the same time, a small amount of goods is conducive to timely clearance and ensure the operation of funds. From the perspective of creating momentum, it can strengthen the position of clothing store brands in the eyes of local consumers. For clothing stores with limited marketing budget, limited advertising and appropriate new products can achieve good influence. If you don't buy new models in the off-season, your image among consumers will be greatly reduced, so when the peak season comes, your old customers will also be lost!

5. Diversified promotion

Discounts in the off-season often exceed those in the peak season. When discount promotion is commonplace, consumers will have "aesthetic fatigue". Therefore, shopkeepers need to diversify their promotional methods in the off-season and carry out various marketing activities for customer groups to increase the attractiveness of the store.

For example, the recent Universiade and so on, clothing promotion can be combined with these social hotspots to find out the suitable promotion methods. Some ingenious consumption methods, such as buying clothes for dry cleaning, buying clothes for ice cream and other preferential sales, can often produce amazing results, which is an innovative marketing model of clothing stores in the off-season.

6, timely charging

Now that we finally have more free time, why not make good use of this time to recharge ourselves and make a good knowledge reserve for the arrival of the peak season. Many clothing store owners are usually busy with business and rarely settle down to read. This time is a good opportunity to recharge. At the same time, in order to keep abreast of fashion trends or business skills, shopkeepers can visit major clothing industry websites and forums to communicate with those successful businesses and make up for their own shortcomings. Perhaps, you will find unique sales skills in communication.

2. Product marketing planning scheme

First, the product marketing planning of the competition project.

Second, the purpose of the competition

1, arouse students' learning enthusiasm and strengthen students' learning pertinence.

2. Improve students' marketing planning ability.

Third, the competition arrangement

1. The contestants are all students of Marketing College 120 1 class, and other classes participate voluntarily.

2. There will be a first prize 1 name, a second prize 1 name and two third prizes, and award certificates and bonuses will be awarded.

3. 18 Organize the finals at 2: 30 pm on Wednesday, and the management teaching and research section is responsible for organizing and implementing the specific work of the finals.

Fourth, the content of the competition

Including the formulation of marketing planning scheme, on-site PPT display and defense. The specific contents of the competition are as follows:

1, make the marketing plan.

This marketing planning competition project has designated a fast-moving consumer goods as a competition commodity. Participants independently choose a certain fast-moving consumer goods in the real market, contact production and circulation enterprises for investigation, understand the product market situation, formulate product marketing plan from the perspective of enterprises, and submit the marketing plan to the competition organizing Committee within the specified time. Please refer to the attachment for the specific requirements of the marketing planning scheme.

2. On-site PPT presentation and defense

On-site PPT demonstration and defense of marketing planning scheme. Contestants are required to make on-site PPT presentations and statements on the marketing plan submitted before the competition within the specified time, and answer questions from the judges.

3. Competition mode

(1) The competition is organized as a team competition with 2 players in each team.

The competition is divided into two stages. Complete the first stage product marketing plan and submit it before the second stage; The second stage will be held at the competition site. PPT demonstrates the marketing plan and makes a reply, with a time of 12 minutes, including 7 minutes for PPT presentation and 5 minutes for reply. The order of the two stages of the second stage is decided by the teams drawing lots before the game.

4, performance evaluation and ranking method

The competition adopts the scoring method of sub-item scoring and the cumulative total score of each project 100, and the average score of the judges is taken to score each team; The cumulative total score of product marketing plan is 70%, and the total score of on-site PPT presentation and defense is 30%. The sum of the two scores is the final score of each team. Ranked by total score. If the total score is the same, the highest sum of the two total scores in the second stage will be the first.

Verb (abbreviation for verb) notes for players

(1) Equipment provided by the match point

Site and facilities for PPT presentation and defense: a multimedia classroom, a multimedia projector and a computer, using Powerpoint2003 version.

(2) Players bring their own tools

Each team must prepare a USB flash drive, copy the electronic version of the marketing plan and the courseware of PPT demonstration to the competition team, and ensure that it can be used normally.

(3) Notes for players

1. Each team must elaborate its own marketing plan. If plagiarism is found in a large area, the score is zero.

2. Each team must submit 2 copies of marketing plan paper, 2 copies of electronic draft and 2 copies of PPT courseware to the competition team on time.

3.PPT presentation and defense have stipulated time. At the end of the last 1 minute of the specified time, the staff will give a prompt and deduct overtime pay as appropriate.

4, after the presentation, the judges put forward the defense topic, the group can prepare, the next group to make a presentation; After the presentation of the next team, the previous team came on stage to answer the questions raised by the judges, and so on.

3. Product marketing planning scheme

First, the characteristics of tourism consumers 1, the proportion of tourists in the province and tourists in the vicinity is significant.

2. From near to far, there are more short-distance flows and less long-distance flows (more domestic tourism and less international tourism).

3. Most of them flow to scenic spots and political, economic and cultural centers.

4. Flowing between two countries or regions with special relations. For example, every year, a large number of Hong Kong, Macao and Taiwan compatriots and overseas Chinese visit relatives and tourists in Sichuan.

5. Give priority to group tourism, supplemented by individual tourism.

6. Tourists' choice of tourism products is guided by price and quality, followed by the requirement of product differentiation, that is, they are interested in characteristic tourism.

7. The consumption level of tourists is not high. There are more tourists participating in standard groups and economic groups, but fewer tourists participating in luxury groups.

Second, the main characteristics of tourism products

1. Tourism products are mainly conventional routes, supplemented by characteristic routes.

2. Travel agency services are mainly team services, supplemented by individual services. With the demand of modern tourists becoming more and more personalized, the service for individual travelers can not be ignored.

3. Four boutique tourist routes, one center and two ring roads (North Ring Road and South Ring Road) are relatively mature.

4. Tourism products are mainly sightseeing products.

Third, the market competition situation

1. Competition between quality and price. At present, the competition between product quality and price of Sichuan Travel Agency is fierce. Generally speaking, the products of Sichuan travel agencies are of low quality and low price. Although they are of poor quality and low price, there is a market. Second, after SARS, in order to restore the tourism market as soon as possible, the quality of travel agency products is high and the price is not high. Therefore, price positioning is a particularly important issue for travel agencies.

2. Travel agency brand competition. How to establish brand awareness to compete with established travel agencies?

3. Group stage. Facing the market that is about to be fully opened, the collectivization and scale competition will become more and more fierce.

4. Product marketing planning scheme

1999 capital university of economics and business held a seminar on "theory and methods of human resource accounting", which pushed the research of human resource accounting to a climax. There are many articles about human resource accounting, among which there are also mixed phenomena. Professor Li Shicong summed up four problems in the research of human resource accounting in China in the article "Comparison and enlightenment of domestic and foreign human resource value measurement methods": lack of group research; There are few original research results; Diversification of measurement modes; Ignore science and applicability. (1) Confirmation of human resources.

Whether human resources are regarded as an asset is the key to the establishment of human resources accounting. Traditionally, human resources are different from accounting assets, with great uncertainty, difficult to measure in money, and enterprises can't completely control them. In addition, monetizing people's value also harms people's dignity. On the contrary, Professor Zhang Huizhong believes that human resources can be controlled and utilized by enterprises, can be measured in money, can bring expected benefits to enterprises, and conform to the definition of assets, so they can be recognized as assets. On the specific attributes of human resources: some scholars believe that it can be recognized as intangible assets; Some scholars believe that human resources depend on people, which is different from the independence of intangible assets and cannot be occupied and used by different enterprises at the same time. Therefore, it is different from tangible assets and intangible assets and should be recognized as human assets separately.

(b) Measurement of human resources.

The direct cause of the development dilemma of human resource accounting is that human resource assets are difficult to measure. No matter which measurement method, it will eventually fall back to the measurement difficulty of human resources assets at a certain time and in a certain scene, and there is no substantive breakthrough. Whether using market value, salary or other estimation methods (goodwill, scoring, regression) to measure the value of human resources has great defects.

(3) amortization of human resources.

Like traditional accounting, the purpose of owning assets is to bring economic benefits to enterprises in the future. With the use and consumption of assets, the value of assets is gradually transferred to the cost and period expenses of enterprise products. For example, raw materials are converted into product costs and period expenses with the use of various departments, and the valuation of used materials can be based on FIFO method and weighted average method. For another example, fixed assets will suffer tangible and intangible losses over time, and the method of depreciation will gradually be transferred to the cost of products and period expenses in accounting. The specific methods used are average life method and accelerated depreciation method. Intangible assets should also be amortized within a certain period of time.

The "assets" of human resources are different from the above-mentioned general assets: on the one hand, the value of human resources lies in the timeliness of the knowledge and skills contained in its main body, so its value gradually decreases with the passage of time, so it should be amortized appropriately; On the other hand, the value of human resources can also be increased by improving the knowledge and skills contained in its disciplines. If the subject of human resources passively or actively realizes "learning by doing", the value of human resources may rise. Based on the above two considerations, it is not only difficult to measure human resources as an asset, but also an obstacle to determine what method to use for amortization and promotion years in actual operation.

(d) Presentation of human resources in accounting statements.

As for how human resources should be presented in accounting statements, many models only list a few figures in the balance sheet, which naturally cannot meet the needs of decision-making. Especially in the general concept, complete information must be reflected in the three major accounting statements, and people also hope to obtain corresponding human resources information from these three major statements. Just listing a few figures in the balance sheet will only lead to insufficient information supply. If the human resource accounting report is only reflected on the balance sheet, then in a sense, human resource accounting is unnecessary.

Because enterprises can completely disclose non-monetary information such as employees' academic qualifications and professional titles in the notes to the statements, rather than the figures in the statements, this is not only low in cost, but also relevant in information provided. Therefore, in order to prove its significance, human resource accounting must actively provide more information, such as income and cash flow created by human assets. In order to solve this problem, some researchers redesigned the income statement, trying to list the income and expenses of human assets separately. This kind of incentive is good, but its difficulty can be imagined: the income and cash flow of an enterprise are the products of the interaction between manpower and material resources, and theoretically it is impossible to distinguish the income and cash flow created by human assets. Therefore, the report of human resource accounting seems to be in a dilemma: in theory, relevant information should be disclosed in the three major statements, but in fact, it cannot provide comprehensive information.

5. Product marketing planning scheme

I. Preface With the development and progress of social civilization, people pay more attention to the topic of health and nature. "Green, healthy and environmental protection" has become the basic concept of modern society. Based on this concept, Jiangsu Hongdu Company has specially launched a series of natural textiles with bamboo fiber as raw material. With the aim of "creating a healthy and elegant life" and a unique all-round marketing method and multi-channel management system, the development and growth of bamboo fiber textiles in Zhengzhou and even Henan markets will be gradually realized.

Red bean bamboo fiber textiles cover high-end products such as children's wear, household goods, handicrafts, underwear for men and women, and take the "green, natural and sustainable" ecological civilization as its purpose and take its own characteristic road. Use natural, healthy and recyclable products to care for consumers' lives and integrate health into life with poetry. "Your health, our happiness", in line with this purpose, open up Zhengzhou market.

Second, environmental analysis

Bamboo fiber ecological textiles have great market potential and bright prospects. As a new textile fabric, bamboo fiber is aimed at the whole textile industry, not a single product system. China textile market has an annual market share of 654.38+0.5 trillion, and bamboo fiber has cut into this huge market field in an all-round way, and its corresponding downstream market covers all textile industries. Through bamboo fiber, we can see a three-dimensional, multi-level and multi-field market space.

There has never been an innovative technology that can integrate underwear market, bra market, bedding market, towel market, socks market, domestic service market, pregnant and baby market with health and antibacterial as the breakthrough point, and implement vertical and horizontal diversified development. Because of health characteristics, in any of the above areas, it can cause enough market impact.

The product value of bamboo fiber shapes the identity and taste of consumers. This is a blank market with trillions of business opportunities.

Third, SWOT analysis

(A) product advantages

1, special health care function: the negative ion concentration in bamboo fiber is as high as 6000 /cm3, which is equivalent to the negative ion concentration in suburban fields, making people feel fresh and comfortable.

2. Adjustment of humidity balance: The porous structure of bamboo fiber has good moisture absorption and release functions, which can quickly absorb and store water when the environmental humidity is high, and can quickly release water when the environmental humidity is low, thus automatically adjusting the humidity balance of human body.

3. Antibacterial and bacteriostatic function: Put harmful bacteria such as Escherichia coli and Staphylococcus on bamboo fabric for one hour, and the bacteria will disappear by 48%. The same number of bacteria can reproduce in cotton and wood fiber products under microscope, while the bacteria on bamboo fiber products are killed by about 75% after 24 hours. The antibacterial ability of bamboo fiber is unmatched by other textile raw materials.

4. Super adsorption capacity: The special ultra-fine micropore structure inside bamboo fiber makes it have strong adsorption capacity, which can adsorb formaldehyde, benzene, toluene, ammonia and other harmful substances in the air and eliminate odor.

5. Thermal storage and warmth retention function: the far infrared emissivity of bamboo fiber is as high as 0. 87, can store heat and keep warm, and the sunshine heating rate is much faster than that of traditional fiber fabrics.

6, softer and more comfortable: bamboo fiber unit fineness is fine, soft to the touch; Good whiteness and bright color; Strong toughness and wear resistance, unique toughness; It has strong longitudinal and transverse strength, stability and uniformity, and good drape.

(b) product shortcomings

In terms of processing technology, the production process of recycled bamboo fiber is too long, which also has different degrees of impact on environmental pollution. Environmental protection has become a drawback of developing recycled bamboo fiber, and its processing process can not be ignored. Therefore, the processing technology of recycled bamboo fiber needs to be improved. There are two main difficulties in the preparation of natural bamboo fiber: first, bamboo single fiber is too short to spin; Secondly, the lignin content in the fiber is very high and it is difficult to remove. The traditional chemical degumming method has long process flow, long cycle, large energy consumption, serious equipment corrosion, great harm to the environment and unstable fiber quality. The method of biological degumming is also quite difficult, because bamboo itself has a dense structure and high density, and there is a lot of air in the cell tissue, so it is difficult to soak in the impregnating solution, which will inevitably prolong the degumming time. Moreover, bamboo itself has a variety of antibacterial substances, and the selection of strains is also difficult, which needs further research and exploration. In the weaving process, bamboo fiber is easy to break because of its characteristics of easy moisture absorption, large wet elongation and large plastic deformation. The shrinkage problem of 100% bamboo fiber in garment manufacturing has not been well solved, and the handle and drape need to be improved. Fiber identification and detection technology is relatively backward, and there is no effective method to distinguish bamboo fiber from hemp fiber at present. Therefore, there are many phenomena of replacing bamboo with hemp in the market. How to overcome the above shortcomings and further promote the industrialization of bamboo fiber will be the focus of future research. Bamboo fiber products are not durable and the high price is related to the complex processing technology. Attach importance to the development of bamboo fiber products!

Bamboo fiber products are emerging products. Because consumers don't know much about its unique functions and characteristics, the production technology is not mature enough, the cost and price are slightly higher, so they can't compete with traditional textiles for a while, and the pre-publicity cost is high, which has certain risks.

(3) Opportunities

When the global market is subdivided by more and more products, many industrial markets have shown increasingly fierce competition; Moreover, with the development of science and technology and the integration of global economy, the market space of various industries is increasingly squeezed, so how to find the "new continent" of the market and how to successfully use new technologies to establish a monopolistic "original ecological market" has become a reality that global enterprises are striving for. Whoever can lead in this field will be the leader of the future market. As Bill Gates said: innovate a standard and have the whole world.

Red bean bamboo fiber adheres to the new concept of ecological health, fully integrates new technical means, successfully develops ecological home textile products represented by bamboo fiber, and creates a new generation of textiles after the development of human civilization. It has promoted a new revolution in the human home textile industry. The market spawned by this revolution has really opened a brand-new blank market closely related to people's lives. This blank market, Japan, is estimated purely by numbers, and it will have a market capacity of trillions of dollars; If we look at the concept of time and space again, it is global and extends for a hundred years.

Red bean bamboo fiber has successfully developed a series of bamboo fiber products including clothing, clothing, bathroom, bedding, underwear, home and so on by using international technology and mature technology. Innovative design makes the products unique, fashionable and tasteful. As soon as the product was put on the market, it immediately caused a rush to buy, which fully confirmed the infinite market prospect after the market blank.