How to make a good marketing plan for the bookstore?

Undoubtedly, nowadays, how to market has attracted the attention of bookstores. Bookstores try to hold various marketing activities every year, and the patterns are constantly being refurbished, which is really fascinating. In the interview, we also found that making a detailed, complete and reasonable marketing plan has become a necessary homework for bookstores before each marketing activity. At the beginning of each year or even earlier, the planning department or office of the bookstore will go back and forth between the business department, the purchasing department and relevant leaders to collect information and make the annual marketing plan for the new year. Some insiders even said that the annual marketing plan is a guide for enterprises to engage in marketing activities, and it is a comprehensive short-term plan closest to the implementation level, which directly affects the sales performance of that year. Bookstore marketing activities can and should be carried out rhythmically and continuously around the plan. It can also be said that whether many bookstores can achieve their corporate goals depends largely on whether their annual marketing plans are professional and practical. ?

What is the process of making the annual marketing plan? So, how to make the annual marketing plan both professional and practical? Obviously, in the process of making the annual marketing plan, whether it is the bookstore planning department, the office or the bookstore manager himself, the first thing to do is to get the support of senior leaders of market research department, sales department, purchasing department, finance department and other departments and enterprises. For example, the sales department is closest to readers, and they will know which activities may be more appetizing to readers, while the purchasing department is the guarantee of effective supply. ? Regarding the formulation of the plan, Li Jiang, director of the planning department of Shanghai Book City, believes that before making the annual marketing plan, we should sum up the situation last year, find out the possible hot spots in the new year, and fully understand the market changes so as to make corresponding adjustments. In terms of content selection, we must first grasp the key points, grasp the possible peak sales periods, such as winter and summer vacations, holidays and exam peaks, and consider the off-season period. At the same time, it is necessary to give consideration to promotional activities, theme activities and public welfare activities, new supporting support, new sales support points and sales methods, especially the "change and invariability" of activities, the proportion of public welfare activities and promotional activities, and the quantification of various indicators, which need to be carefully selected. Liu Ying, the office of Zhengzhou Xinhua Bookstore, also believes that the factors that need to be considered first in making the annual marketing plan are: book hotspots, social hotspots, marketing peak season and off-season, current business conditions of enterprises, existing problems in enterprise marketing, forms of marketing activities that have been carried out at present, successful cases of marketing activities, characteristics of close relationship between marketing activities and book sales, marketing ideas, publicity scope and methods, marketing expenditure and so on. According to her introduction, the annual marketing plan of the store is generally written and drafted by the editor-in-chief of the marketing planning department, with the assistance of the office. The steps can be roughly divided into: submit the analysis report of last year's marketing plan (including the main methods, main marketing activities, activity locations, sales effects, existing problems, detailed publicity methods, influences and functions, key points and core points, etc.). ); Analyze the changes and possible hot spots of the book market this year; Analyze the current bookstore operation and book sales structure (the sales of bestsellers and general books, the list of centralized publishers with good sales, the categories of books with good sales, the number of albums sold annually and the best books in the world); Draft the annual marketing plan; Submit it to the office for analysis, induction and summary; Report instructions and modifications to the general manager; Determine the formal draft of the annual marketing plan; Cooperate with responsible comrades in stores and departments to communicate and assign tasks.

Tip:? The formulation process of annual marketing plan can be summarized as: data collection and analysis (sales data, financial data, market data, competitive data, etc. ), communication with relevant departments, description of existing business conditions, analysis of existing problems, systematic summary of pre-marketing work, description and analysis of market conditions, description and analysis of competitive situation, determination of overall marketing ideas and objectives, and marketing 4Ps (products, prices, channels and promotions). ? Five reviews on making annual marketing plan? After collecting relevant information from house to house, shouldn't our planners also sit down and sort out their thoughts? There is a good saying, "Take history as a mirror", in other words, this is called "learning from the past". Review the development of pre-marketing work, summarize the implementation of the marketing plan in the previous year, and focus on the impact of overall marketing activities on relevant marketing indicators. For example, what kind of promotional activities have a greater impact on sales, which activities were successful at that time, which areas need to be improved, which internal links are not coordinated enough, how much influence does media advertising have on market sales, how to evaluate channel efficiency to choose a more efficient channel, when, where and how to promote new books, and what is the effect? What are the shortcomings, etc. At the same time, it is necessary to compare products, prices, channels and promotions with competitors in detail, find out the differences between them and determine the reasons for the sales differences. There is no doubt that in this review, our planners will also find problems such as marketing personnel, promotion methods, marketing resources, marketing logistics, departmental cooperation and even organizational systems, so we might as well try to understand the ins and outs of each problem and the relationship between them. Perhaps the problem itself hides the solution. ?

Review and analysis of sales performance? Of course, it is not a short break for planners to sit down, but to plunge into a pile of information that may be "old sesame rotten millet". The first thing to do is to review the sales performance of previous years in order to find out various factors that increase or decrease bookstore sales. Generally speaking, this link mainly lists the annual cumulative sales, the proportion of sales by products, the monthly sales curve, the comparison of sales in each quarter, the annual sales completion rate, the annual sales increase and decrease rate and so on. At the same time, it provides three sets of data of the same period last year, the actual year and the expected year, and then compares them to calculate and analyze the growth rate and the target achievement rate. If possible, you can make the target data into graphs, column charts and pie charts, so that you can more intuitively see the off-season, monthly sales trends, the reasons for quarterly sales differences and the reasons for annual sales increases and decreases. ?

Review and analysis of expenses and profits. For many bookstore owners, especially private bookstores, there is still a concern, that is, what is the sales cost of that store to achieve the above sales performance? Is it reasonable? What is the ratio of input to output? Therefore, planners have to consult the financial department about the overall marketing expenses, marketing classification expenses (media expenses, advertising expenses, business expenses, product promotion expenses, promotion expenses, promotional materials expenses, transportation expenses, etc.). ), comparison of marketing expenses of various products, personnel expenses (salary, commission and welfare), rental expenses, travel expenses, communication expenses, commodity breakage and other expenses. Use indicators such as the increase or decrease rate of total marketing expenses, the ratio of marketing expenses to sales, and the increase or decrease rate of various types of marketing expenses to analyze whether the above expenses are reasonable, evaluate the efficiency of expenses, and analyze the reasons for the increase or decrease of various marketing expenses to see if we can find ways to save expenses or how to use expenses more effectively. ?

Product sales review and analysis? Nowadays, the variety of bookstores is quite rich, from tens of thousands to hundreds of thousands. According to the principle of February 28th, it is necessary to pay attention to and understand the sales situation of each variety, and start with the overall sales situation of different varieties, compare the sales situation of different varieties in each month, compare it with the sales situation of the same period in history, and the expense rate of different varieties. Carry out ABC analysis, cost-benefit analysis and qualitative analysis on product sales, so as to grasp the proportion of different varieties in sales and profits, the development trend of various varieties and their respective utilization efficiency of resources, remove uncompetitive varieties, and concentrate resources on varieties that can bring the greatest benefit or development.

? Review and analysis of operation and management? On the other hand, the coordination between departments will also greatly affect the implementation of marketing plans, such as the cooperation between planning departments and sales departments, the cooperation between sales departments and purchasing departments, and the cooperation between planning departments and purchasing departments, and the most important thing is to see whether the main business processes are smooth. Need to evaluate the internal organizational structure, workflow, inter-departmental communication, settlement speed, expense approval process, return and exchange process, etc. Understand the time and length of key business processes, the number of communication links between different departments, the speed of marketing policy implementation, the time of marketing promotion, the speed of response to market changes and the speed of market information flow, and whether the government public relations, news public relations, customer public relations and consumer communication of external departments are effective. ?

Competitor performance evaluation? As the saying goes: "Knowing people and being good at their duties is invincible". With the increasing phenomenon of many large bookstores in the same city, even if they are close to each other, it is common to review and observe the existing market, because only by deeply understanding the market and carefully analyzing the market data, especially the sales situation, sales policies, promotion efforts, market promotion, business operation and market management of competitors, can we make a more correct market forecast. ?

What are the six major contents of the annual marketing plan? At this point, it is reasonable to believe that the planners of the bookstore have a good understanding of the marketing work in previous years. Turning it into a summary of previous marketing work as the first part of the annual marketing plan, it is imperative to analyze the current marketing situation to determine the overall marketing strategy and objectives of the bookstore, and turn this strategy into a specific marketing plan action plan, which is also the core content of the annual marketing plan. Of course, we must make a financial analysis of the marketing plan, so as to know how much the budget in the plan is, how much each activity needs, where to fight for the insufficient part, and evaluate and monitor the implementation of the marketing plan. ? Market analysis? As the saying goes, the market is changing rapidly and the market situation is changing with each passing day. If you don't understand the current market situation, your plan is likely to fall short because it is unrealistic. In order to understand the current marketing situation, it is necessary to provide background data and information related to the market, products or services, industries and competition, distribution and macro-environment. For example, we must first understand the domestic economic situation and policy direction in the macro-business environment, such as GDP growth, macro-control of financial policies, national policies to stimulate consumption growth, national policies to encourage industry development, the increase and decrease of unemployment rate and residents' income, and the occurrence of some major events; When deciding the direction of bookstore resources investment, it is necessary to analyze the market capacity and market characteristics of the industry according to the market capacity curve of the industry over the years. If we want to know the demand of consumers, we must analyze the development trend of products, so as to understand the internal and external attributes and market manifestations of products, so as to know the most essential demand of consumers; What can't be relaxed is the competitive situation analysis, whose function is to set the enterprise benchmark, find out the essential difference between ourselves and competitors through detailed comparison with all aspects of the marketing activities of competitive brand enterprises, make targeted adjustments to the marketing activities of this enterprise, and finally win the competitive advantage. ?

SWOT Analysis However, after understanding the current marketing situation, the most important thing is to conduct a careful SWTO analysis, so as to understand the main advantages (S), disadvantages (W), opportunities (O) and threats (T) of bookstores, such as analyzing the advantages of bookstores from the aspects of marketing organization, management, resources, products, prices, channels, promotions and brands, so as to compete with the disadvantages or advantages of competitors. And explore opportunities from the changes in the industry environment and the blind spots of competitive brands in the market, and strive to turn them into real competitive advantages or interests. At the same time, after careful comparison with competitors in all aspects, we should analyze the great pressure caused by competitors, find the weaknesses of competitive brands from threats and seize the opportunity to change the situation. ?

Annual marketing target? Then, we will work out the overall corporate goals to be achieved in the future 1 year in terms of sales volume, market share, profit, brand development and customer service, as well as the goals classified according to different standards, including monthly and quarterly sales targets and sub-product sales targets, so as to ensure that the goals can be achieved as gradually as possible. After all, there is a goal worth looking forward to. ?

Marketing strategy? Marketing strategy is a directional description of how to achieve the goal, which implies the main marketing measures that need to be taken, but it should be related to all aspects of marketing mix, such as effective market segmentation, definition of target market, product positioning and product category combination in target market, and corresponding price strategy, channel strategy and promotion strategy. Of course, in order to make the strategy really work, it must be transformed into concrete and operational methods. The key point is to make the enterprise achieve the effect required by the strategy through creative means, and do the right thing and do the right thing.

At present, the marketing methods of action plan and budget are also varied, and integration has become a very key factor. The effective completion of integration must grasp the key points. The most important thing is to determine the expansion stages and specific goals of the market, then determine the promotion focus of each stage, then determine the promotion theme of each stage, and then select the main marketing promotion methods under the theme and integrate other marketing forms with it as the center. Determine the proportion of media advertising, consumer promotion, theme promotion activities and terminal promotion activities in the overall promotion activities, as well as the promotion focus at different stages of market expansion, thus forming an overall promotion plan. In other words, work out in detail what should be done, who will do it, how to do it and when. How much does it cost, how to make the marketing budget and how to allocate it? ?

Execution and control? It should be said that the core content of the annual marketing plan is basically clear. At this time, the marketing department should convey the overall marketing plan to all relevant departments, make detailed provisions on the contents that each department should be responsible for, and report to the leaders of each department for approval and determination. According to the assessment basis determined in the marketing plan report, regularly evaluate the implementation of the marketing plan, and be responsible for communicating and coordinating with relevant departments to solve various problems in the implementation process in time to ensure the smooth progress of the marketing plan. In the whole implementation process of the plan, we should also establish a supervision mechanism, that is, relying on the feedback system, we can take effective corrective measures in time. At the same time, financial analysis includes cost analysis, sales analysis, profit and loss analysis and its balance analysis. ? I recommend it carefully.