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一、营销企划的含义:营销企划(Marketing Planning)就是在考虑现有资源的情况下,激发创意,制定出有目标的、可能实现的、解决问题的一套策略规划。营销管理总体活动的核心主要包括营销目标、营销定位、营销策略及一定时期内的短期营销战术(Short Time Marketing Tactics)企划等主要内容。因此,营销企划应该尽可能兼备明确及可定位的营销目标。例如营销企划可能是要提高市场营销量10%,增强市场渗透力5%,亦或减少营销量下跌的倾向等,这些目标均要配合公司总体目标、公司资源条件及营销经理对市场的感觉加以拟订。
First, the meaning of marketing planning: Marketing Planning (Marketing Planning) is to consider the existing resources, stimulate ideas, to develop a set of objectives, possible realization of a set of strategic planning. The core of the overall marketing management activities mainly includes marketing objectives, marketing positioning, marketing strategies, and short-term marketing tactics (Short Time Marketing Tactics) planning and other major contents. Therefore, marketing plans should be as clear as possible and targetable marketing goals. For example, the marketing plan may be to increase the marketing volume by 10%, increase the market penetration by 5%, or reduce the tendency of the marketing volume to decline. These objectives must be consistent with the company’s overall goals, company resource conditions, and the marketing manager’s perception of the market. Elaboration.