Who has the concept of a strategic marketing plan and what is a marketing strategic plan?

Marketing strategy: based on the established strategic objectives of the enterprise, to the market.

In the process, we must pay attention to the "determination of customer needs, the analysis of market opportunities, the analysis of their own advantages, the reflection of their own disadvantages, the consideration of market competition factors, possible problems, team training and promotion and other comprehensive factors, and finally determine the growth, defense, reversal, comprehensive marketing strategy, as a guide to the direction and guidelines of the enterprise to transform the established strategy into the market.

Marketing strategy is the process of determining the target market, selecting the corresponding marketing strategy combination, and burying it for effective implementation and control on the basis of strategic planning, on the basis of comprehensive consideration of external market opportunities and internal resource conditions.

The overall marketing strategy includes: product strategy, marketing channel strategy, marketing channel strategy, etc.

The development of a marketing strategy plan is an interactive process; It is a created and repeated bending buried destroyer.

Modern enterprise marketing strategy generally includes strategic thinking, strategic objectives, strategic actions, strategic priorities, strategic stages, etc. Marketing strategic thinking is the concept and way of thinking that guides enterprises to formulate and implement strategies, and is the code of action to guide enterprises to make strategic decisions.

It should conform to the requirements of the socialist system and the market economy for the thinking of enterprise management, and establish the concept of system optimization, the concept of limited resources, the concept of reform, and the concept of focusing on the future. The strategic goal of the enterprise is the basis of the marketing strategy and business strategy of the enterprise, and it is an issue related to the development direction of the enterprise. Strategic action is guided by strategic objectives, and appropriate strategic priorities, strategic phases and strategic models are selected.

The strategic focus refers to the major and weak projects and departments that are related to whether the strategic goals can be achieved, and are the key factors that determine the realization of the strategic goals. Due to the long-term relative stability of the strategy, the realization of the strategic goal needs to go through several stages, and each stage has its own specific strategic tasks, and the overall goal can be finally achieved through the completion of the strategic tasks of each stage.

1) Determine the company's mission and goals.

The company's tasks and goals refer to the goals and expectations of the company's marketing efforts within a certain period of time. It is the basis and starting point of the company's marketing strategy, to develop the company's marketing strategy, we must first determine the company's tasks and goals, only under the premise of clear tasks and goals, all marketing decisions and strategies have a clear direction and practical significance.

2) Analysis of the company's operating conditions and strength.

This step is mainly to analyze the internal situation of the company. Analysis of business conditions, including product sales, production and sales rate, cost and profit level, market share, product characteristics, ** level, sales prospects, etc. Analysis of the company's strength, including the company's finance, raw materials, factory facilities, technical strength, goodwill and quality of management personnel.

The purpose of this analysis is to identify and evaluate the strengths and weaknesses of the company, as well as the problems of poor business performance, so that it can be used to identify opportunities and develop new strategies.

3) Environmental and situation analysis.

The analysis of the market environment and situation is the objective basis for formulating the company's market strategy. The research and analysis of the company's economic environment is mainly carried out from the following aspects:

First, the study of the general social environment (including the socio-political situation, economic situation, and socio-cultural situation, etc.);

second, the analysis and research of relevant scientific and technological development (mainly including the level, direction, development trend and speed of scientific and technological development of disciplines related to the company's products or materials, processes, equipment, etc.);

Third, the investigation and study of the situation of resources (such as the remaining generations and channels of human, financial and material resources, etc.);

Fourth, the research on market demand (including the total amount of market demand, potential market capacity, market share, consumer purchase behavior characteristics, product life cycle rules, etc.);

fifth, the study of competitive factors;

Sixth, the analysis of the media environment in which enterprises operate. Through the analysis of the external environment, it is possible to identify favorable opportunities or unfavorable threats for the enterprise.

4) Select your target market.

Based on the new opportunities identified by the above analysis that are suitable for the company's conditions, the marketing executive can further identify or select the target market.

5) Design a marketing mix.

After the target market is determined, the marketing executive can design a marketing group according to the characteristics and needs of the target market.

Marketing needs strategy, and doing a good job in strategic marketing can ensure the sustainable development of enterprises.

What is Strategic Marketing?

Strategic marketing is mainly for the long-term survival of the enterprise, with competition as the driving force for the development of the enterprise, with the goal of obtaining the value of the final customer, integrating various marketing resources, marketing capabilities and marketing execution of the enterprise, and making the most suitable strategic decision for the development of the enterprise.

How to do strategic marketing for enterprises?

Strategic marketing is a refined marketing model based on accurate customer segmentation.

Three ways to do strategic marketing well:

1.Customer segmentation.

The contemporary market has truly transitioned from the traditional economic era to the Internet economic era, becoming a buyer-led market, and the needs of consumers are no longer limited to basic organizational needs, but upgraded to personalized customization needs. Therefore, strategic influence should be refined to subdivide customers, the standard of segmentation is customer needs, and the vertical customer base is divided according to demand.

2.Customer Spotlight.

Resources are always scarce, and the integration of resources is a necessary function of the company's return. To acquire more customers with the least amount of resources, every employee should be involved in the planning to make the company's strategy more efficient.

A successful business is one in which all employees, not limited to their positions, are involved in customer segmentation, so that they know which customers they are working on and which customers they are working for. There is only one point of focus, and that is the customer. Leaky stool.

That is to say, on the basis of customer segmentation, define customer value, and at the same time integrate the company's marketing management system, establish a customer-oriented reorganization, and strengthen the customer awareness of employees.

3.Add value to your customers.

Customer value-added is to provide customers with services that exceed expectations in order to improve customer satisfaction and customer stickiness.

The content of marketing strategy is mainly composed of three parts, including target market strategy, marketing mix strategy, and marketing expense budget. From the perspective of the marketing management process, marketing strategy can also be divided into three stages, namely, marketing strategy planning, marketing strategy execution and marketing strategy control.

Among them, there are generally three types of marketing strategy control: annual plan control, profit control and strategic control.

On the basis of the research and analysis of the marketing environment of the enterprise, formulate the clear provisions and detailed descriptions of the marketing objectives of the enterprise and each business unit and the strategies, measures and steps that should be taken to achieve this goal. A marketing plan is a tactical plan for a business, a marketing strategy is "doing the right thing" for a business, and a marketing plan is "doing things right".

In the actual operation process of the enterprise, the marketing plan often encounters the situation that can not be effectively implemented, one situation is that the marketing strategy is incorrect, and the marketing plan can only "make matters worse" and accelerate the decline of the enterprise; On the other hand, the marketing plan cannot be implemented and the marketing strategy cannot be translated into effective tactics.

The basis for the full functioning of the marketing plan is the right strategy, a perfect strategy can not rely on perfect tactics, and from another point of view, the correct execution of the marketing plan can create perfect tactics, and perfect tactics can make up for the lack of strategy, and can also be transformed into strategy to a certain extent.

Categories: Business Financial >> Advertising & Marketing.

Problem description: What is the core of the marketing plan?Tell me how to sell it?

How to write a marketing plan for a bank's card business?

What do they want?

10 points will be added for satisfactory answers.

Analysis: Develop a marketing plan.

In order to accomplish the tasks and objectives set forth in the strategic planning of the enterprise, it is necessary to develop a marketing plan guided by the strategic planning.

On the basis of a full investigation of the marketing environment, it is formulated on an annual basis, generally including eight aspects, including content summary, current marketing situation, risks and opportunities, objectives and topics, marketing strategy, marketing activity procedures, marketing budget, and marketing control.

1) Executive Summary: This is the beginning of the marketing plan and is a brief overview of the main marketing objectives and measures.

2) Current marketing status: This part is a brief and clear analysis of the current marketing status of the product.

3) Risks and opportunities: This part analyzes the favorable and unfavorable factors in the corporate marketing environment.

4) Objectives and topics: On the basis of analyzing the current situation and future opportunities and threats of marketing activities, it is necessary to determine the marketing objectives of the current period and the topics to be solved, which is the core content of the marketing plan.

5) Marketing strategy: In order to achieve marketing goals, certain ways or means must be adopted. These ways or means are marketing strategies, including the selection of target market bridges and market positioning strategies, marketing mix strategies, and marketing expense strategies.

6) Marketing Campaign Procedures: What to Do?When will it start and when will it be done?Who is responsible?How much does it cost?Detailed procedures have been developed for each activity based on the above questions in order to carry out the inspection.

7) Marketing budget: budget revenue, expenditure, profit.

8) Marketing control: the control of the implementation process of the marketing plan becomes marketing control, which is often to decompose the objectives and budgets specified in the plan on a monthly basis, supervise and inspect at any time, and make corresponding corrections according to market changes.

1. Analyze marketing opportunities, manage marketing information and measure market demand, evaluate the marketing environment, analyze the consumer market and purchase behavior, analyze the market and purchase behavior, analyze the industry and competitors, and determine the market segment and select the target market.

2. Develop marketing strategies, analyze marketing differentiation and positioning, develop new products, manage life cycle strategies, design marketing strategies for market leaders, challengers, followers and fillers, and design and manage global marketing strategies.

3. Create marketing plans, focusing on managing product lines, brands and packaging.