“企划”一词,首先出现在60年代的日本,近年来身价与日俱增,在日本,一些企业家甚至提出:“没有企划,就没有企业。” 什么是企划?简单讲是企业为了实现目标的策划。而对其实质内涵,至今尚没有完全一致的认识,有代表性的见解,大致有以下几种: 1、企划就是出主意,俗称点子,即为解决某一问题的创意思维。 2、企划就是规划、计划,即从方案构思实施到评价的规范程序和科学方法。 3、企划就是执行导演职能,要利用各种方法,制造轰动效应,取得大众的支持和欢迎。 4、企划就是杰出创意×实现可能性=最大的期待效果。 以上四种见解分别侧重于:创意性、技 The term “planning” first appeared in the 1960s in Japan, and its worth has been increasing in recent years. In Japan, some entrepreneurs even proposed: “There is no enterprise without planning.” What is planning? Simply speaking, the planning of an enterprise in order to achieve its goal . However, the essence of it is still not completely understood and representative. There are basically the following opinions: 1. Planning is the idea, commonly known as idea, which is the creative thinking to solve a certain problem. 2, planning is planning, planning, that is, from the concept of program design to evaluate the normative procedures and scientific methods. 3, planning is the implementation of the director’s function, we must use various methods to create a sensational effect, to obtain the public’s support and welcome. 4, planning is outstanding creativity × probability of realization = the maximum expected effect. The above four views are focused on: creativity, technology