1. "General Marketing Planning" Model - General Marketing Planning and Partial Implementation

1. Overall marketing plan: 200,000 to 300,000 yuan/year;

2. Plan adjustment and partial implementation: 3-5% commission on sales, monthly settlement;

3. Partial advertising agency fee 15%.

2. "Consultant participation" model - marketing consultant and advertising general agent

1. Monthly prepaid marketing planning consulting fee: 20,000~30,000 yuan/month;

2. Advertising and event creativity and agency fees: 20%;

3. 3-5% commission on sales return.

3. TV commercial creativity, shooting and production costs: 200,000 to 800,000 yuan/30〃 package.

4. Creativity and implementation of promotional activities:

1. Creative fee: 10,000 to 30,000 yuan;

2. Implementation fee: 20,000 to 30,000 yuan or linked to benefits.

5. Graphic creativity and design fee: 5,000~50,000 yuan/item.

6. Media general planning type:

1. Increased portion of advertising and activity income: 20% commission, settled monthly;

2. Post an ad or article at a special price.

7. Market research:

1. Market research cost: 120,000-150,000 yuan;

2. Special market research cost: 80,000-100,000 yuan.

8. Marketing planning consulting fee:

Consultation at the company: 1,000-2,000 yuan/hour;

**: 5,000-10,000 yuan/day;< /p>

Marketing lectures: 10,000~20,000 yuan/day.

9. E-commerce charges:

1. Domain name registration: International: 2,000 yuan/year

2. Web page production: Home page: 2,000 yuan/page Ordinary page: 200 yuan/page Database support: 3,000 yuan/page

3. Website services: Real corporate domain name, 100M space, 10 free mailboxes: 2,000 yuan/year, database maintenance fee: 10,000 yuan/ Year

Other project fees are negotiable and the detailed plan operation reference steps are as follows:

1. Advertising market survey and analysis

1. Advertising marketing environment analysis

2. Advertising competitor analysis

3. Advertising target customer group analysis

2. Advertising positioning:

1. Market positioning: property market positioning , Consumer group positioning

2. Functional positioning: project function positioning, own function positioning

3. Image positioning: project visual positioning, target customer group image positioning

4. Formulation of communication and media strategies

5. Principles to be followed by communication strategies

1. Communication and media Covering strategic objectives

2. Formulation of staged communication strategies

3. Formulation, implementation, monitoring and adjustment of media hype plans

6. Promotional activity strategies and tool selection

7. Public relations strategy (including planning of various public events, news hype, etc.)

8. Formulation of staged advertising strategies

1. Timing and posture of entering the market

2. Adjustment and control strategies

3. Phased goal setting

4. Phased tactical arrangements

9. Integrated marketing communication stage strategies and combinations

1. Preparatory period strategy

2. Test marketing holiday strategy

3. Strong sales period strategy

4. Promotion period strategy

10. Advertising promotion plan and cost budget;

1. The overall advertising promotion plan, progress and cost of this project Cost budget;

2. Advertising promotion plan, schedule and cost budget for each stage of this project

11. Basic system design

1. Project identification

2. Project Chinese and English standard words

3. Project standard combination

4. Various logo standard production specifications

5. Standard colors

6. Auxiliary pattern application standards

12. Application system design

● Sales of special office supplies:

1. Sales business cards , stationery, envelopes, notes, paper cups

2. Sales staff clothing, sales staff work badges, safety helmets

3. Sales gifts

● Guidance system

1. Residential house numbers

2. Instructions for internal and external parking lots

3. Instructions for each floor

4. Each public parking lot* **Regional guide

5. Model room type plate, function plate (master room, children's room, guest room, study, studio, etc.)

6. Object description plate

7. Instructions for club functions

8. Instructions for commercial offices

9. Introduction to decoration concepts

13. Project department image display design

● Sales center interior decoration

1. Sales center image background board

2. Sales display board

3. Various decorative panels

4. Image reception desk

5. Sales center exterior decoration

6. Art wall design

7. Creation of sales atmosphere

● Outdoor advertising:

1. Flags

2. Banner advertisements

3. Flags on pillars< /p>

4. Advertising light boxes

5. Special cars for viewing properties

6. Other types of outdoor promotional advertisements

● Real estate**, promotions Event site design:

1. Exhibition booth design

2.

Store booth design

3. Event layout design

14. Sales printed matter design

● Sales information:

1. Sales Building brochure

2. Poster

3. Handbag

4. Sales leaflet

5. House purchase agreement envelope

6. Home Ownership Plan Envelope

7. Sales Price List

8. Sales Calculation Sheet

9. Resident Handbook

10. Property management manual

11. Investment manual, etc.

12. Relevant sales materials

15. Media advertising design

1. Newspaper advertising design (including film production)

2. Magazine advertising design (including film production)

3. TV advertising creative case 4. Radio advertising creative case

5. Conference catalog (including film production)

6. The final implementation steps of direct mail advertising (DM): use news, advertising, marketing, planning, marketing and other means to comprehensively The process of implementing operations to achieve good results in economic activities and movements is called planning.

7. General company copywriting planning will require: being able to research the industry and market in which the company is located, conduct more in-depth analysis, plan and implement market activities, research and analyze the effects of various promotion methods, and continuously improve the effectiveness of marketing efficiency. Responsible for writing company media advertisements, official articles, service product promotional materials and related written work. If you want to apply for the sporting goods industry, then you must have a general understanding of the sporting goods industry in advance. It is best to be more detailed. Click on it, for example: sports shoes, sportswear or sports equipment. Some units may ask you to provide some successful planning cases of your own. Take a closer look at the job description of the recruiting company and compare it with your own abilities. Compare. Be well prepared and apply for the job with confidence.

8. Supplementary answers

Marketing planning is a marketing activity and rational behavior that uses wisdom and strategy. Marketing planning is to change It is a rational thinking activity to analyze the current situation of the enterprise and achieve the ideal goal, with the help of scientific methods and innovative thinking, to analyze and research innovative designs and formulate marketing plans. This is the actual application of marketing strategies to implement marketing goals and is an important part of the entire marketing management process.

9. Regarding marketing: Business: refers to operation, and Sales: refers to sales. There are many people who study marketing, talk about marketing, and do marketing, but there are not many sales experts, and even fewer people understand both sales and management. Marketing is a systematic project that integrates many elements.

10. Regarding planning: Strategy: refers to strategies and strategies; Planning: refers to plans and arrangements; together they are: planned implementation of strategies. It is usually a well-arranged activity that requires the organizer to adapt to the time and local conditions, combine the right time, location, people, and integrate various resources.

11. Good planning can be linked to each other and echo back and forth. The planning can be big or small, and the time can be long or short. I am now a planner, and I used to be a marketer. I personally think that the difference between them lies in the following aspects:

1. nature. One is for strategy and the other is for market.

2. means. One is expressed in the form of a plan, and the other is expressed in specific actions.

3. Focus. Marketing focuses on the market, while planning focuses on discovering problems and solving them.

The definition of a planner is to engage in applying scientific thinking and methods to systematically and scientifically create, conceive, plan and design the overall activities of a profit-oriented social and economic organization in order to achieve the best Effects of "Professionals".

The main work includes: planning target positioning, planning diagnostic investigation, planning creative ideas, planning plan demonstration, planning implementation operations, planning evaluation services, etc.

Responsibility sketch:

ü Plan the market strategic target system according to the actual situation of the enterprise and products;

ü Research the macro information of the market, Including market dynamics, technology development dynamics, national and local policy changes and trends, etc., and collecting product and market information;

ü Develop and plan the company's brand strategy, including new product positioning, marketing plans and overall design , to increase brand sales;

ü Responsible for the planning and management of corporate image, brand image, and commercial packaging, organize and prepare large-scale market planning and design plans, and guide the production of various promotional materials, product manuals, and sales support Materials etc.

Core competitiveness: Knowledge requirements: Bachelor degree or above in marketing, advertising, communication or related majors, able to independently organize and formulate market planning, market sales strategies, product development, etc.

Skill requirements: Have strong market perception, the ability to keenly grasp market trends and market directions; have on-site management capabilities for large-scale events, and have strong expression, understanding and teamwork skills The spirit of cooperation.

Experience requirements: More than three years of experience in relevant positions. Have experience in market development and sales of large-scale projects as well as business negotiation experience.

Occupation status: my country's marketing planning industry originated in the early 1980s, initially in the form of idea companies; in the mid-1990s, foreign planning companies entered our country in large numbers, and the planning industry bid farewell to the "idea" industry. " era, entering the stage of professional development. There are now more than 10,000 professional planning companies in my country, with as many as 1 million employees. However, there is a certain contrast between the current situation of the industry and the needs of economic development. On the one hand, the industry itself lacks policy guidance and standardized operations, and the entire market is in a spontaneous and chaotic situation; on the other hand, there are very few personnel in enterprises who have received systematic and professional planning training. , resulting in the overall quality of planning practitioners being low and unable to adapt to the growing needs of enterprise management innovation. Professional planners with strong planning expertise, familiarity with China's national conditions, and practical planning experience have become talents in short supply in the market.

Career trends: Development paths: Currently, there are three main categories of people engaged in market planning in China:

The first is: those majoring in business planning, marketing, Chinese, economic management, etc. in colleges and universities. Students;

The second is: personnel engaged in planning, consulting, advertising intermediaries, etc.;

The third is: employees of marketing, planning, ** and other departments of enterprises and institutions and social groups staff, freelance planners and media editors and reporters, etc.

Transformation opportunities: Transforming from a market planner to a "business planner" is a shortcut to improving self-worth and career "gold content".

Salary status: The annual salary of well-known market planners is mostly more than 700,000 yuan, and the salary is composed of basic salary + product sales commission.