Model essay on enterprise marketing planning scheme in 221

When making plans, enterprises usually make a marketing plan in advance, so as to make future marketing more thoughtful. So how to write a good marketing plan? The following is the "221 enterprise marketing planning model essay" compiled by me for everyone, for reference only, and you are welcome to read it. 221 enterprise marketing plan Fan Wenyi < P > I. Preface of meat food marketing plan < P > The market competition is becoming increasingly fierce, and the means of competition are becoming increasingly diversified. Advertising plays a more and more important role in market competition. Through advertising, it can continuously enhance consumers' confidence and guide consumers' ideas. With the increasing diversification of media methods, there are more and more choices for enterprises, which makes it difficult for many enterprises to choose one or several media methods to effectively publicize and promote products and enterprises.

At present, China's meat processing and production market is still in a period of development, with many manufacturers, mixed fish and dragons, immature legal environment and market order affected to varying degrees; Many manufacturers do whatever it takes to make profits, and xx's poisonous ham is a good example.

xx Company is a well-known company that produces and processes meat products in the island city. In the market competition, the company has improved its competitiveness through resource integration, and gradually formed a relatively complete product series. On the basis of traditional products, it has added grilled products. When "returning to nature and enjoying life" has become the pursuit of more and more city people, the unique grilled products will be favored or even sought after by people. At the same time, in the market competition, enterprises constantly use TV and newspapers to improve their popularity and publicize their corporate image; At present, enterprises are doing well in xx and its nearby areas. With the development of the company, its market is constantly expanding, so it is necessary to enter new areas. In new markets, pre-advertising is more important. Under normal circumstances, its main role is to cultivate self-brand awareness and popularity in the target market, not to increase its sales. Trains are the media connecting various regions and an important way of information dissemination. In addition, in order to adapt to the characteristics of train sales, the packaging should be improved to make the products more understandable to passengers on the train, so as to effectively use this unique sales channel and ensure the sales volume to the maximum extent. At the same time, this brand-new exclusive sales model also shows the super strength and unique market expansion strategy of the enterprise, which is conducive to promoting products and enhancing the market appeal of the enterprise.

at this moment, we solemnly and sincerely recommend a new media method-train TV media, which can bring you surprising results.

2. Feasibility analysis of meat marketing planning scheme

1. Competitor analysis: At present, the competition in the meat market in xx is fierce, and brands such as xx also have the necessary market share in xx. They have improved their market competitiveness and market share through continuous advertising and promotion activities, and xx is facing a huge test.

xx has a long production history, established a huge sales network, built more than 4 monopoly chain stores, and established sales cooperation relations with many domestic and foreign shopping malls and supermarkets. The sales volume and reputation of X low-temperature meat products rank first in all sales areas; Enthusiastic about social welfare undertakings, praised by all walks of life.

xx, integrating acquisition, processing and sales, with total assets of over 4 million yuan, has won many honors, ranking 15th among the top 5 enterprises in the meat industry in China, and is a leading enterprise in agricultural industrialization in Shandong Province. A farm with its own self; Our annual production capacity is strong, and our products are of high quality, which is trusted by consumers. Especially recently, we have stepped up our publicity and the pace of market expansion.

xx, digesting and absorbing the scientific concept of "low-temperature meat products" of foreign meat-eating nations, has great influence in China's low-temperature meat food industry. In Shandong Satellite TV and other TV media, it vigorously promotes its own products and culture, and its slogan "I wish people a long time and accompany Delis" is even more well known. Strive to create a modern corporate image, introduce the CIS image integration system in an all-round way, and carry out the "5S" activities.

xx, which was controlled by xx Agricultural Products Co., Ltd. in 23, has greatly enhanced its financial strength; At the same time, "xx" brand raw meat products are the only registered "assured meat" brand in xx city. It has a large customer base and influence in xx.

The survival of enterprises must be achieved in competition, and only when there is competition can they be improved. The gathering of products such as xx in the xx market not only shows the potential of the xx market, but also shows the fierce competition in the market. They have strong strength in the industry, both in capital and technology. In order to survive in such cruel competition, they must develop themselves, publicize themselves and improve their corporate competitiveness.

2. Analysis of enterprise competitiveness:

In xx, fierce market competition tells Pognat that it needs to go out and seek better and broader development space, but it needs strong enterprise competitiveness to go out.

strong marketing efforts. Through newspapers and TV broadcast media in Qingdao, improve the market position and brand awareness and popularity; Hold promotional activities from time to time to occupy the initiative of market competition; Recently, the public solicitation of corporate logos, on the other hand, shows the desire of enterprises to break through regional limitations and better participate in competition and expansion in other regions.

differentiated market positioning. Market-oriented, constantly increasing new products and profit growth points, improving the market share, and gradually forming a relatively complete product category.

advanced production technology. Strive to learn from foreign advanced experience and introduce and develop advanced production technology; The appearance of grilled products has filled the blank of meat food in China.

excellent service guarantee. Self-owned logistics system can deliver the freshest products to consumers in the shortest time, which is undoubtedly very competitive for the meat industry with high fresh-keeping requirements.

strong capital strength. Strong skills in production, equipment, marketing investment, as well as fund raising and application; Have rich experience in risk assessment.

a good talent mechanism. Pay attention to the cultivation and reserve of talents, ensure that the enterprise has the right people in the right positions in the process of expansion, and ensure the normal operation of the whole system; Strong technical research and development personnel and strong product development skills.

the competitiveness of an enterprise is a comprehensive measure of various indicators, which requires the enterprise to achieve effective coordination and balance in all aspects in the development process. To sum up, Pognat already has the conditions to develop to a higher goal in terms of capital, technology and talents. In the development, the most important thing is to fully integrate the current resources and turn them into an advantage, and deliver them to customers and consumers in a timely and effective manner. This requires us to build a new and broader information dissemination platform, stimulate consumers' desire for consumption, enhance their confidence in consumption and take the initiative in the market through a brand-new communication experience.

3. Analysis of marketing strategy: Any enterprise needs to have a clear marketing strategy and develop gradually under the guidance of its market positioning. At present, the target market of xx is mainly xx and its nearby areas, but with the development of enterprises and the change of market situation, we need to go out and find new profit growth space. We should select the target market based on comprehensive conditions. GDP is an important measure. Because the north prefers livestock food, while the south prefers poultry and wildlife food, and the food culture in the south is very different from that in the north, we should focus on the northern market. Because of the special relationship between xx and xx, and the large amount of xGDP in X, our preferred target market should be xx market, and the main markets in xx province should be those towns with developed economies. At the same time, we should also give consideration to the study and gradually explore the surrounding areas such as xx, so when we choose advertising time, we should focus on these aspects. When choosing the marketing methods in new areas, we should first understand that advertising is an intangible investment and needs a long process of adaptation and influence. In the early stage of the market, we should fully study the input-income ratio; Secondly, in the market competition, the effect of competitive publicity in the same media is not a dream, and foreign media generally have a sense of protection, which has a great impact on our marketing methods and effects; Moreover, competitors have the necessary market share in the local area, and local protectionism is more serious; In the end, due to the large investment in CCTV, provincial satellite TV and other national TV media, < P > and the lack of purpose, it has strong effectiveness in shaping the brand image, but its influence in the target market is not great. Therefore, the investment in advertising should cooperate with brand building and product promotion to achieve * * * win; The train media, precisely with this feature, can combine brand building with the promotion of products in the target market.

third, the marketing appeal of meat food

As an indispensable part of public life, meat food is closely related to people's lives. Xx has grasped this point well. In terms of product quality, software and hardware have been continuously improved, and the accuracy of quality inspection has been improved through the improvement of hardware facilities. Through the implementation of quality management software, it has provided reliable guarantee for the quality of the brand "xx" and established a good brand image. At present, under the condition of paying more and more attention to the quality of life, "green environmental protection" is still a major complaint point in our propaganda. To serve people, products must first have the most popular characteristics, and then they can be treated with characteristics. Therefore, all walks of life have launched the banner of "green environmental protection", which is a concept of life. We can't go against the big background, but we should still launch the banner of "green environmental protection" and let consumers dare to buy it first.

Fourth, the meat food marketing planning scheme

According to the characteristics of the train, we have formulated a product marketing scheme for you, which consists of two parts:

1. Train supermarket. Taking advantage of the environment of the train itself, we study moving the supermarket to the train. Trains have a huge passenger flow, about 2 million passengers a year. The routes we operate cover about 3 million people in coastal open areas, so there is a huge market space. We can provide you with the sale of meat products on the train. There are various forms of sales on the train. The train not only has fixed restaurants and sales points, but also has a multi-frequency mobile dining car for sale, and it can get close to every potential consumer, which greatly improves the possibility of consumption. We can also plan and organize some interactive programs for product promotion and publicity according to the needs of market development through oral sales promotion and ribbon promotion by train staff. At the same time, the advertisement of delicious set meal made of xx food is broadcast during meal time, and the advertising language is set (xx reminds you that it is lunch and dinner time, please eat on time, and wish you good health and a pleasant journey), which can further stimulate consumers' appetite and desire to buy.

on the other hand, most of the passengers on the trains we operate have strong purchasing power, and they generally have a clear life concept and health awareness. Therefore, under the situation that we reduce the food price on the trains, our sales volume will be greatly improved compared with before.

finally, based on the principle of cost saving, the packaging requirements for food consumed on the train are simple, convenient and quality-guaranteed. Therefore, we can reduce the cost in packaging, thus increasing the profit; For most consumers with high quality, their awareness of environmental protection and hygiene is relatively good, so we can supply paper towel service when we supply food, and the outer packaging of paper towel can attract foreign investment by advertising, which not only can establish good customer relationship and establish a good image, but also can reduce the total cost.

2. Advertising. Our advertisements are monitored by CCTV system to ensure the quality of broadcasting; Because it is broadcast on the train, it is easier to count and measure the arrival rate and benefit of the advertisement. Based on comprehensive research in all aspects, we have designed 3-second and 5-second TV advertisements for you. The 3-second advertisements have been grasped and displayed to shape the brand image. The broadcast time is once in the morning, at noon, at noon and at night. According to different times, different seasons, specific festivals, the length of the journey and the amount of passenger flow, the advertisements are specifically arranged to be inserted and approved by the final customers through different advertising forms. The 5-second TV advertisement, with exquisite pictures and friendly tips, is played at mealtimes (noon and evening) to stimulate people's appetite. 221 enterprise marketing planning plan Fan Wener

I. Planning purpose

This planning mainly focuses on marketing financial products, including online banking, micro-credit card and low-carbon credit card. Its purpose is to expand the social influence of xx Bank, enhance its market position, raise its popularity and broaden its business scope.

second, analysis of marketing environment

(1), macro-environment analysis:

1. Political environment. At present, China's political environment is relatively stable, and there are no serious economic and political conflicts and problems. The management of the country guarantees the credibility of the bank for our residents, which makes our residents more comfortable to participate in online banking transactions, and Alipay cartoons have a wider distribution space; China strongly supports innovation and entrepreneurship, which provides a good condition for the development of micro-credit cards.

2. Natural environment. Human activities have brought great burden to the natural environment at the same time of economic development. The greenhouse effect caused by the massive emission of carbon dioxide makes people pay more attention to environmental protection. In order to implement Scientific Outlook on Development, adhere to the road of "sustainable development" and establish "personal green files" for customers with low-carbon credit cards, which is an effective method of energy saving and emission reduction.

3. Economic environment. At present, the overall economic situation in the world is still grim. The international financial crisis poses a great threat to the growth of the world economy, and China's economy also has great resistance. However, the domestic macro-economy is in a steady growth trend, the continuous development of the capital market and the change of the resident fee structure and financial management concept bring good opportunities, and the government's support for banks is still strong. Online trading and encouraging entrepreneurship have greatly promoted the development of China's economy.

4. competitive environment. After China's accession to the WTO, with the influx of international banking giants, world-renowned big banking groups such as xx have opened branches in China, which have a good reputation and excellent service, which has caused considerable strength to some domestic banks. Our banking industry must open up new development space, so at this time we started the development of online banking, micro-credit cards and low-carbon credit.

(2) SWORT analysis of financial products

1. Advantages

(1) Information advantages. The Postal Bank is located in xx. Due to its long-term service to the local market, the Postal Bank has a close relationship with local governments and customers, and is familiar with the economic and social conditions within its jurisdiction, which has a good environment and market advantage.

(2) policy advantages. The government should build a new