Planners, what do you think of planning?

Planners, what do you think of planning? Simply put, planning is a creative process of making use of the existing manpower, material resources and financial resources of an enterprise to formulate an implementation plan for achieving the established purpose.

Generally speaking, there are two kinds of planning: general planning and advanced planning.

The master plan is mainly to plan some activities (sales targets, etc. ); Advance planning is a strategic planning, and it is the embodiment of high wisdom. This determines that planners should have high requirements. I summed up three points: (1) keen observation, (2) comprehensive knowledge framework and (3) continuous innovation ability.

Planning is based on execution and feasibility. It is not only the summary of creativity and inspiration, but also the reprocessing and filling of creativity and inspiration. That is, when planning, based on the planning objectives, using certain means, combining the existing resources of the enterprise mentioned above, understanding the external factors such as the market, reflecting the creativity and inspiration.

Planning is different from planning.

A plan is to make specific arrangements for established facts. And planning is facing an abstract goal, which is to be creative.

There are two kinds: one is to plan the decisions and goals made by enterprise executives; The second is the phased strategic planning for the long-term development of enterprises, that is, planners need to plan their own strategies, and then plan in stages to achieve strategic goals. Obviously, this belongs to advanced planning.

Planning emphasizes the effect after implementation, that is, if the implementation result does not reach a certain planning effect, then the planning is unsuccessful. In addition, it is also very important to reflect the program planning. Even if the planner is not on the scene, the person in charge can implement the planning project well, provided that the planning is feasible.

In addition, we say that planning is a place where brain concentration camps are implemented, where planners must have amazing physical strength and super perseverance. Because sometimes for a planning case, planners often fight for days without sleep.

Master: What do you think of real estate planning? I think planning is a means of integrating resources to achieve my expected goal. As far as real estate is concerned, planning is from the inside out, from part to whole, carefully packaging the project, supplemented by clever publicity means, so as to achieve high sales!

It used to be the era of planned economy, and many employees in enterprises could enjoy welfare housing allocation. Even if this policy was cancelled later, it was still the real estate market. Developers will not research the market in advance, build houses according to the needs of consumers, and there are no concepts such as community environment, supporting facilities and property management. At that time, property buyers did not have these concepts and felt that as long as they had a house to live in. However, with the reform of the economic system, the dominant position of the market has changed, and the seller's market in the real estate industry has changed into a buyer's market. The demand of buyers is not only reflected in the level of "having a house to live in", they are increasingly pursuing the quality of life, demanding perfect supporting facilities, perfect residential environment and intimate property management. The industry of real estate planning comes at the right time. From the moment of land acquisition to the final property management, the basic needs of buyers are connected in series like needles. In the 1990s, there was a big market in Panyu, which attracted the attention of all peers-Country Garden. The villa project was a great success because someone planned it from the beginning and made a correct judgment on the needs of the market and consumers in advance. Wang Zhigang was the first person to build the school next to the community. It is precisely because of this epoch-making initiative that Country Garden has made great achievements and laid the foundation for real estate planning. Nowadays, after years of development, the real estate planning industry has almost developed from a single planning stage to a creative planning stage. From the concept, planning, planning, design, construction, marketing, property management, there are creative aspects. It is not luck that Star River Bay in Pudong, Shanghai can create a sales myth of 6 hours and 4 billion yuan. Before the opening of Star River Bay, Huang Wenzai led the team to carefully plan and design the land, apartment type, architectural style, building materials and living environment, and the success of Star River Bay was based on the planning. But planning is not everything, and not all planned projects can be successful. Known as "the first mansion in China", "Tomson Yipin" persisted for 280 days and finally surrendered at a reduced price. Why? I think it is because the research on market segmentation is insufficient and there is a blind overestimation of its own advantages. First, the first prerequisite for the effectiveness of market segmentation is that the capacity of the market segment should be large enough. Obviously, Tomson Yipin does not have enough production capacity to support the sales of the project. The customer level in its market segment is too high, which leads to insufficient production capacity and unsalable project sales. Secondly, the second prerequisite for effective market segmentation is the accessibility of sales channels. Because the customer segmentation positioning of Tomson Yipin is too high, it may exceed the accessibility of its own resources, which is also a major reason for the unsalable project. Tomson Yipin failed to reach its customers in channel positioning, resulting in failure. Third, another prerequisite for the effectiveness of market segmentation is that the differences should be obvious enough. Judging from the feedback from the market, the market does not recognize the product differentiation of Tomson Bianjian.

Therefore, I think market segmentation and research are the basis of planning and the top priority. If the object of buying a house is wrong at first, then even if the propaganda means are exquisite, it is difficult to achieve twice the result with half the effort! From market research to real estate project positioning, real estate project investment planning, real estate project integrated marketing planning, and then to real estate project after-sales service and property management, only by doing a good job in market research can we carry out follow-up work step by step.

Also, I think the planning of successful projects is inseparable from creative marketing methods. How can we attract buyers' attention and arouse their desire to buy? Here, I still want to give an example of Star River Bay. The house in Xinghewan can be sold together with world-class luxury goods such as sports cars, gold and silver jewelry, which can not only highlight its noble value, but also share customers in other industries and achieve a win-win effect. This is a classic case of cross-border marketing!

Therefore, I think that successful projects, market research is the foundation, marketing creativity is the means, and both are indispensable!

Talk about your views on social planning model. Social planning mode is the second working mode in community work, also known as social planning mode. It is not only the development strategy of community and society, but also the planning and management of specific development projects. Social planning mode emphasizes rationality and meticulous design. In order to solve the relevant substantive problems, the focus is not on community capacity building or promoting fundamental changes in the community, but on establishing, arranging and providing goods and services to those in need. In addition, the community planning model emphasizes the participation of professionals and experts. The importance of analysis, judgment and opinions holds that only professional planners can use their professional knowledge to make reasonable plans, provide effective services for community residents and solve practical social problems. It can be said that the social planning mode is a process of collecting information purposefully and making a service plan according to the actual problems of the community and the opinions of experts, and then providing services to the community according to the rationally selected optimal plan. It is a top-down intervention method to guide social change, mainly through education, publicity and decision-making to persuade community residents to accept the planning objectives, thus coordinating regional organizations, assisting in the allocation of resources and providing professional services. Talk about my views on game planning. You should be good at communicating with people. You should play some famous games instead of more. You should know something about this game. The most basic thing is to use the most basic functions of word and photoshop. The more proficient excel is, the more script planning is needed for text planning. Good logical thinking and lua scripting skills require good communication skills and meticulous logical thinking. System planning is not trained, but gradually improved through practice and accumulation.

What does Wang Rui, the mastermind of 8090, do? Name: Wang Rui.

Gender: male

Age: 27 years old

Current residence: Changsha, Hunan

Self-orientation: Man Show, a moderately shy and occasionally sighing Gemini elderly braces media person.

Major: auditing (I haven't worked since I graduated from college)

My first job was writing a sports column. Officially, I am a commentator, and I am especially good at scolding China football. After a long time, my saliva gradually dried up, and then I told the national football dead mouse not to feel cold, so I stopped playing with them. * Later, I became an entertainment reporter (note: I am not a paparazzi, and my buddy is not interested in the private lives of people who love to meet tomorrow today). I am good at digging the hidden emotions and accidental feelings of the interviewee, holding the attitude that it is the last interview for anyone, and dare to ask some sharp questions, so I consider myself a shameless first-class entertainment reporter. * I have also worked as a social reporter, interviewing private detectives, drug dealers, Laoshan war heroes, sex workers, tattered kings, professional petitioners, crazy artists, posturing civil servants, goddamned corrupt officials and other strange people. * I have been an editor, director and director, and now I am planning. I don't know what I will do in the future. Anyway, a gentleman loves money and can use his own ability and efforts to get back the corresponding returns. * Write articles on art and literature for a long time (music, movies, fashion, modern art, etc.). ) in a number of music and urban leisure life publications; * Love rock music and devote to the promotion and dissemination of rock music. * Love traditional arts such as opera and folk art, and can tell fortune (but according to people who don't know the truth: not at all! ), awe of traditional culture. * Love reading. I think reading is the least bad thing in the world. * Tiger balm, know a little about everything, nothing is refined. But Zhuge Liang in teacher Wu Yusen's book "Red Cliff" said: Knowing a little about everything makes life more exciting!

Young artist. I like all kinds of sound forms, but I keep my distance from fast food music, saliva songs, electronic music and experimental noise. I like watching movies, but I hide something from the so-called avant-garde and new wave movies. * Writing plays in my spare time. There seems to be no job introduction online. If it is planning, it should also be column planning. ....

Talk about your views on TV shopping in combination with advertising planning, which shows that you have not studied hard. I only said what I knew, so don't take it personally.

In my opinion, TV shopping is a very big knowledge, involving psychology, visual communication, eloquence and copywriting and so on. This is a very complicated matter. Most people can't handle this thing and need a strong team to operate it. Use psychology to give viewers a sense of urgency, because TV shopping time is limited, and give customers an illusion. If you don't buy it now, it will soon be gone. Visual communication is to highlight the most beautiful products, such as the XXXX watch which was very popular a few years ago. The host population inside is very powerful, and the copywriter uses psychology to repeat a sentence and scream loudly. This advertisement left a deep impression on me. If you search Youku now, you should be able to find it. I don't know, but the expression is clear.

I haven't done advertising planning, I don't know if it's right. However, I think that if we plan TV shopping advertisements, we need to combine consumers' psychology of bargain hunting, and then time. Because TV stations charge by the second, we should repeat the selling points as much as possible in a limited time to deepen the impression of customers, and there should be voice actors, who should perform impassioned performances, not afraid of exaggeration, but should exaggerate the products; Enlarge the advantages without mentioning the disadvantages at all. Give a chestnut, introduce someone to her, a beautiful woman with good self-cultivation, good looks and quick tongue. These are all in front of outsiders, but I believe you won't know what she looks like in front of her family, even if she likes to pinch her feet and pick her nose for dinner. The same goes for selling things. If you exaggerate, don't mention the shortcomings. The advantage is that repeated reminders, less and less time causes a sense of urgency and value, so that you will unconsciously take the bait and pull out your gun.

Maybe that's all I know. I don't know if it's right. I hope it helps you.

On the Innovation of Advertising Planning