Planners are generally divided into: business plan, business plan, advertising plan, activity plan, marketing plan, website plan, project plan, public relations plan, wedding plan, medical plan and so on. Each kind of plan is written in a different way, do you know how to write? If you do not know, do not hesitate to hurry to come to understand, the following is the planning book network I collected the relevant content of the book, welcome to come to understand.
Section I from the cultural products to the cultural industry marketing analysis
In the past two decades the cultural products industry has been developing rapidly, but the scale of enterprises, product grade compared to foreign enterprises is still a big gap in a business rules and platform for competition, our cultural products industry in the situation is serious. after the WTO, a variety of trade barriers are gradually broken, the gift market will face greater challenges. After the WTO, a variety of trade barriers are gradually broken, the gift market will face greater opportunities and challenges for China's cultural products industry to identify the direction and trend to find a response is the most critical. At present, the international cultural products industry marketing *** with the same characteristics are:
a) continuous innovation, and constantly increase the added value
cultural products industry, the pursuit of personalization of other industries is particularly worse, there is no difference in the personality of the industry is very difficult to survive, short-sighted imitation of following the trend of the same as a suicidal act. Personalization is not only embodied in the performance of the subject matter, material selection, development direction, relying on the industry, but also the embodiment of the customer's personalized consumption, the only way to meet, exceed, guide the customer's personalized consumption, the industry's personalized enterprise charm will be embodied, rich in a certain sense of aesthetics and humanistic pursuit of personalization is a weapon to fight with foreign enterprises, and innovation should be embodied in the consciousness, products, means of publicity, services, etc. to start.
This is the first time that we have seen this.
Second, from a single product to the integration of industrial chain
Without extensive industry-industry exchanges, state-owned enterprises and foreign enterprises to communicate with the industry and outside the industry to communicate with the industry will not be able to find a higher pivot point of competition, but also is not conducive to transcend themselves. Finding a higher starting point and grasping the direction. We need to develop more detailed and diversified marketing channels, update the marketing concept, the traditional wholesale, agency needs to be further improved and scientifically, combined with other industries, integrated marketing, are cultural products industry should be seriously considered, try to try to solve the problem, which is to improve the competitiveness of the industry is an important issue.
(C) to establish the concept of customer loyalty, to sell customers a pleasant experience
Loyalty is a psychological state, is a subjective concept. Customer loyalty in a business environment is defined as the persistence of customer behavior. Customer loyalty stems from multiple enjoyable buying experiences that increase the customer's sense of comfort, trust, and loyalty. The marketing actions of a company should be reflected in: creating a pleasant atmosphere, grasping the needs of customers and giving them joy.
IV) Product life cycle: from popular culture products to American symbols under the protection of national laws
1. Long-lived popular culture products :
According to the marketing ? product life cycle? concept in marketing, products usually follow a cycle of Introduction, growth, maturity, and decline? The four-stage cycle curve. Specifically, there are gradual growth curve types, fleeting types, and longer life cycle types. Most cultural products can be defined as complex products because they require specific knowledge to create, or they are based on abstract concepts that require consumers to have the ability to appreciate and understand these concepts. The aesthetic interest of the general public makes the process of enjoyment, understanding, and consumption simple. In the process of continuous product extension and combination, we should pay constant attention to customer needs and create promotional tools for consumer groups around the world, so that our products can become a kind of popular cultural products that are universally consumed in modern society, regardless of borders, races and languages.
In addition, the high economic development of the whole society, the proportion of middle class is getting bigger and bigger, people change from the original labor subject to the protagonist of social diversified activities mainly based on consumption, and the scale consumption field of a large number of cultural products such as tourism, leisure and so on is gradually formed. Moreover, highly commercial popular cultural products are bound to expand worldwide with economic globalization. Therefore this consumption field is also gradually globalized, which reserves space for the long life cycle of popular cultural products.
2. Prolonging the ownership of intellectual property rights
The economic and social benefits of prolonging the period of protection of works are incalculable.
Conclusion: Under the increasing trend of globalization, cultural enterprises with international influence have embarked on the road of transnational monopoly. In order to promote their cultural products more effectively, cultural industry groups in the United States, Japan and Europe have formed various alliances to dominate the business on a global scale. If the cultural enterprises in developing countries want to achieve steady and sustainable development, they must join the global cultural industry system, and integrate into the western cultural industry grouping process to different degrees, and gradually develop and innovate, while at the same time vigorously developing local cultural products.
The second section of the Cangzhou Zhongding Culture Media Co., Ltd. marketing environment analysis
Any enterprise is in the ever-changing socio-economic environment of the operation, are in the interconnection with other enterprises / target customers / the public (collaborative competition service supervision) to carry out marketing activities. With the enterprise's various external forces, constitute a deep impact on the enterprise marketing activities of the marketing environment. Changes in environmental forces, can bring market opportunities for enterprises, can also form some kind of environmental threat. Comprehensive and correct understanding of the monitoring and grasping the environment of the various forces of change, for enterprises to assess the situation to avoid harm to carry out marketing activities is of great significance.
First; corporate strategy analysis? Corporate mission and strategic objectives
Corporate strategy is based on the analysis of the detailed study of the external and internal environment of the enterprise. He is divided into corporate mission and strategic objectives, and its first question to answer is: 360 lines, our business to do which line, that is, for which types of consumer services.
Culture is the sum of material and spiritual wealth created in the process of human development (there are two other meanings: the same historical period of different distribution sites for the transfer of the remains, relics of the complex, such as the Yangshao culture; the ability to use the written word, as well as general knowledge), which is interrelated with the economy, politics, mutual influence, interaction. Culture not only reflects the economic and political situation of a certain period of time, but also promotes or hinders economic development and social progress with great counteraction. Today, culture has become an important resource for social and economic development and an important part of comprehensive national power.
As the company's decision-makers, helmsman Zhang Sipeng, general manager of the company urgently feel that the era of cultural development has come. In developed countries, the cultural industry has been with the oil, aviation industry than the shoulders. China's cultural industry has accounted for 1/5 of the gross domestic product, and shows a year-on-year increasing trend. A country cannot be separated from the national culture, a company cannot be separated from the enterprise culture. It is culture that brings you and me closer together, and it is culture that makes us have wealth (whether spiritual or material).
After analyzing (refer to the content of the analysis later) and technical verification, we believe that the strategy developed by Cangzhou Zhongding Culture Media Co.
Second; enterprise micro-environmental analysis
The enterprise's micro-marketing environment includes the enterprise itself, the marketing channel enterprises, customers, competitors and the public, marketing activities can be successful, in addition to the marketing department itself, but also by the direct impact of these factors.
1; within the company
The company itself includes marketing management, other functions and top management, pricing experts and other components.
The company was established since ** in **, there is currently a store (three employees: Liu Ge, male, born in 1985, graduated from secondary school / Liu Yuan, female, born in 1982, graduated from the teacher's college / Yu Jinru, female, born in 1982, graduated from the teacher's college, and is currently resting on sick leave), a sales manager (Kang Junqiang, male, born in 1978, graduated from the junior high school), and accountant a person. The company also has an accountant. From the human resources point of view, the need to strengthen the marketing team.
The company's main products: JI Xiaolan cultural products, registered JI Xiaolan cultural souvenirs, gifts, medicines amounted to more than 180 items; agents of other cultural gifts (including JI Xiaolan cultural gifts and non-JI Xiaolan cultural gifts). Fist products: "Read Microcosmic Cao Tang Notes" handwritten line-bound collector's book, Ji Xiaolan large screen, wooden book, "United Ink Treasures"; products to be developed: Ji Xiaolan head, four treasures, town ruler, green tea set, three-page screen, teapot and so on.
In the process of visits and customer interviews with company staff, we should increase the additional features of the product publicity.
2; marketing channel enterprises
(a) suppliers
Suppliers are enterprises or individuals who provide enterprises and their competitors with the resources needed for production and operation, including the provision of raw materials, spare parts, equipment, energy, labor and other supplies. In this regard, the company should strengthen the awareness of the protection of the manufacturer's brand to prevent problems before they occur.
(ii) Marketing intermediaries
Marketing intermediaries mainly refer to organizations that assist companies in the promotion, sale and distribution of their products to the final buyer, including intermediaries, physical distribution companies, marketing service organizations and financial intermediaries.
Currently, connections have been made with:
Joining forces with the Cangzhou Ji Xiaolan Research Association to host the quarterly Ji Xiaolan magazine and all related Ji Xiaolan activities.
3; Market
The customer is the target market of the enterprise, the object of the enterprise's service, and the starting point and destination of marketing activities.
The current customers are mainly from the government procurement market, as well as the domestic and international consumer market generated through the company's marketing planning activities. There are also intermediary markets: the Cangzhou Municipal People's Government Hospitality Office of ---- Beijing? Ronghuazhai? Calligraphy and Painting Academy Cangzhou Branch
These activities are: commemorating the 200th anniversary of the death of Ji Xiaolan at home and abroad poetry contest / commemorating the 200th anniversary of the death of Ji Xiaolan at home and abroad great lexical activities / handwritten "Notes on the Cao Tang of Reading Weighing" was collected by the National Library / the handwritten copy of the "Notes on the Cao Tang of Reading Weighing" donated to the library of Nankai University.
4; Competitors
From the analysis of product substitutability, competitors can be divided into four levels:
1, brand competitors (Brand competition): refers to meet the same needs of the same form of product competition between different brands.
2, genus category competitors (Industry competition): to provide different products to meet the same needs of competitors.
3, the form of competitors (Form competition): refers to meet the same needs of the various forms of product competition.
4, desire competitors (Generic competition): refers to the competitors to provide different products to meet different needs.
At present, the Cangzhou market, can and Zhongding Culture Media Company has formed a competition Ji Xiaolan culture brand (desire competitors) has a certain market share, they are: Ji Xiaolan family wine, Xiaolan culture food village. In addition, the cultural gifts market competition is also fierce, but also shows that there is a certain market, the development of Ji Xiaolan cultural products and the extension of cooperation with competitors is the source of corporate innovation, market development.
5; the public
The public refers to groups or individuals who have an actual or potential stake and influence on the ability of an enterprise to achieve its marketing objectives. The current group public for government agencies, increase public relations efforts to expand the enterprise public market will become an important issue.
Third; macro marketing environment
Macro marketing environment refers to the enterprise marketing activities caused by market opportunities and environmental threats to the main social forces.
1; demographic environment and timing environment
The market is composed of people who have the desire to buy at the same time have the ability to pay, the number of population directly affects the potential capacity of the market. But the volume of the market has a lot to do with time
(a) Total population
(b) Age structure
(c) Geographical distribution
(d) Family composition
(e) Gender of the population
At present, due to the TV series/Hundred Schools of Thought on Television, the culture of Ji (and of course, the culture of the ancient times) has generated The influence of Cangzhou formed, focusing on the increase of Ji Xiaolan cultural brands and books in small and large bookstores.
2; economic environment
(a) Income and expenditure situation
a. Income. Market consumer demand refers to the demand that people have the ability to pay.
b. Expenditure. Mainly refers to consumer spending patterns and consumption structure.
Engel's law: when income increases, the proportion of food expenses tends to decrease, and the proportion of education, health and leisure expenditures rises rapidly.
Engel's coefficient = food cost/total expenditure?100%
It is generally believed that the larger the Engel's coefficient, the lower the standard of living; conversely, the smaller the Engel's coefficient, the higher the standard of living.
c. Consumer savings and credit.
(ii) Economic development
a. Stages of economic development. American scholar Ralston's theory of stages of economic growth, the world's economic development is summarized in five types: (1) the traditional economic society; (2) the preparatory stage before economic take-off; (3) the stage of economic take-off; (4) towards economic maturity; (5) a large number of consumption stage. Any country belonging to the first three stages is called a developing country, while countries in the last two stages are called developed countries.
b. Economic situation.
At present, the per capita standard of living is riding the upward trend, from the Hebei Province, the social wage: there has been the year before last, more than 700 increased to more than 1,000. Another view is that Cangzhou large number of demolition, we found through the survey, the impact on people's living standards have a tendency to promote the growth of economic consumption.Zeyan
3; natural environment and geographic environment
a; natural environment mainly refers to the natural resources that the marketer needs or is affected by the marketing activities.
Resource scarcity
Environmental pollution
b; Geographic environment: according to the region? The theory of geographical ----- location, Ji Xiaolan culture is hot in Beijing because he was an official in Beijing, choose the location in Cangzhou, there is nothing wrong with choosing Daodong, because it is the former location of Cangxian County, and the road has been widened, with a lot of traffic and wind and water, but it is necessary to strengthen the cultural exchanges and cooperation with Ji Xiaolan's hometown.
4; political and legal environment
(i) political environment
refers to the external political situation of corporate marketing.
(ii) Legal environment
Refers to the various regulations, decrees and ordinances promulgated by the national or local government.
It should be said that this is an important external environment for Zhongding Culture Media Company, which can use political marketing to make a breakthrough.
V. Science and technology environment
Science and technology is the marketing of the company? creative destructive force? Double tough sword? The role of. The handwritten book "Notes on Reading Microcosmic Cao Tang" is a technological breakthrough. This is also an important component of innovation (Ji Xiaolan is fond of studying the I Ching and approving the eight characters, for this cultural connotation can be developed to meet the mass of products)
Six, social and cultural environment
Social and cultural mainly refers to a country, the region's national characteristics, values, lifestyles, customs, religious beliefs, ethics and morals, education levels, language and writing, and so on. .
The impact of culture on marketing is multifaceted, not only affecting the business marketing mix, but also affect the consumer psychology, consumer habits, etc., these effects are mostly through indirect, subtle way to carry out.
A region's culture and local politics and economy are one and the same, after the efforts of countless government dignitaries, scholars, business and other personnel since the 1990s, the influence of Ji Xiaolan culture is being formed in the land of Cangzhou, and it is also getting hotter and hotter.
Conclusion: Comprehensive analysis of the above, Zhongding Culture Media Company currently has the conditions: timing, location, people and their own conditions are basically available, it should be on this basis, continue to develop and grow steadily.
I carefully recommend