Introduction: The following is the basic format of the marketing plan book I compiled, which you should use when writing the plan book for your reference and reading. I hope it helps you.

Marketing planning is a planned written material for an enterprise to plan its products, resources and the market it points to according to market changes and its own strength, and it is the object of its future ideals and values. Through convincing materials, it provides a common language for sponsors and recipients in the implementation of marketing planning.

Writing principle

1, the principle of logical thinking.

2. Simple and clear principles.

3. Operating principles.

4. Original principle.

Basic format of marketing plan. The name of the plan.

Write the name of the plan clearly and simply, such as? Xx marketing planning? ,? xx？ You don't need the name of the association for the activity content or marketing theme. If you need to name the association, you can consider using a headline and a subtitle. Avoid using such things as? Club activity plan book? An equally vague title.

Second, the background, purpose and significance of the activity

The background, purpose and significance of marketing activities should be consistent, highlighting the core composition or originality of the activities. The background of the activity should be closely related to the times, society and education background, and clearly reflected in the theme of the activity. The purpose of the activity is what kind of goal the activity should achieve, and the purpose of the activity should be concise and specific; The significance of the activity includes cultural significance, educational significance and social benefits, and what effect or influence is expected to be produced in the activity. And the handwriting should be clear, specific and in place.

Three. Time and place of activity

This item must be written in detail, and regular activities and project activities that are not held once must be listed in the timetable (class application will be arranged separately). The time and place of the activity should be carefully considered, and various objective conditions, such as classroom application, venue factors, weather conditions, etc. , should be fully considered.

Four. Activity form

The association must indicate the form of activities, such as cultural performances, cultural competitions, film and television appreciation, knowledge promotion, exhibitions, surveys, lectures, etc.

Verb (abbreviation of verb) activity content

The content of the activity is the key part of the activity. The content of the activity should conform to the theme melody of the times and the connotation of campus culture construction, be healthy and uplifting, and be instructive. Eliminate negative content related to unhealthy culture. The main contents of the activity should be introduced in detail, such as the nature, name and general content of the film.

Activity of intransitive verbs

As the theme part of the planning, the expression should be detailed, not only in words, but also in statistics, charts, data and so on. Facilitate overall planning. Activities should include activity flow arrangement, award setting, time setting, etc. The content related to the award criteria and activity rules can be selected as an appendix. Activity flow arrangement can be roughly divided into three stages:

(a) the preparatory stage of the event (including poster publicity, early registration, sponsorship funds, etc.). );

(2) Activity stage (including organization and staffing, venue arrangement, etc.);

Note: The information such as the person in charge of the stage, the directing unit and the number of participants must be indicated.

(three) the follow-up stage of the activity (including the results publicity and activity summary, etc.). );

Note: if it involves campus hygiene and environment, it should be cleaned up in time.

Seven. Activity budget

The budget should be as close as possible to the actual cost; Write down the budget expenditure of each sum of money, which is convenient for reimbursement (official invoice is attached when reimbursement is made). If large-scale activities need financial sponsorship, contact the club's international liaison department.

Eight. Active safety

For large-scale activities and outdoor activities, it is necessary to set up a safety team, designate the first person responsible for safety, give full consideration to potential safety hazards, and put personal safety first in the activities. At the end of the plan, in addition to indicating the planning unit and planning time, the person in charge of the association must personally sign and affix the seal of the association to show his responsibility.

Attachment: Precautions

1. The format of this proposal requires only basic reference aspects, which is necessary. On this basis, we can flexibly add and write community planning books according to the scale and type of activities, so as to enrich the content and arrange the layout reasonably.

2. The format requirements of this planning book only stipulate the planning content, and there is no uniform requirement for the font and layout of the planning book, but all institutions should ensure that the planning book is standardized and beautiful.

3. If there are attachments (competition rules, grading standards, award setting, etc.). ), they can be attached to the back of the plan as an appendix.

4. The electronic version of the plan should be properly kept for future use.

5. The activity plan should be as small as 5? I handed it in seven days ago

step

Step 1. Construct the framework of marketing plan.

Before writing a planning book, the related concepts and frameworks are gathered on a piece of paper, and the overall idea of planning is described by a causal diagram (also known as a tree diagram), with the purpose of clearly showing the core issues, internal and external environmental factors and ideas for solving problems.

The second step is to organize the data

When collecting data, we should first sort out and classify the data, and then list them one by one according to the framework order of the marketing plan. It is absolutely not allowed to force irrelevant data into the plan. Before sorting out the data, we should conduct sufficient market research and master the latest market news to make the data true and more convincing.

Marketing planning book

The third step is layout design.

Determine the layout size, where to put the text in the title position of each page, and where to put the pictures. Determine the page number position and design arrangement of the design catalogue should not be fixed, so as to prevent the uniform use of charts, pictures, illustrations, graphs and statistical charts, supplemented by text descriptions, and increase readability. Layout design should be as specific as possible, innovative and have its own characteristics.

Add a unified identification symbol or pattern before the title as the visual identification of the planning content.

Self-designed text symbols will produce unexpected effects and should be properly applied.

The title can be divided into main title, subtitle, title description and so on. Through this concise text, the content and level of the planning book are clear at a glance.

Page content: The foreword of the cover catalogue describes the resources used, the expected effect and risk assessment, the planning background, the implementation schedule of the motivational planning content, etc.

The fourth step is the writing skills of marketing plan.

It is best to write the preface with a method with strong generalization ability, such as flow chart or system diagram;

Before writing, reflect the whole plan on a piece of paper;

Clever use of various charts;

The system of the planning book should be orderly, and some parts can be expressed in a more relaxed way;

Between all parts of the planning book, the connecting link should be achieved;

Pay attention to the attraction of the layout.

Step five. Necessary items in the marketing plan

1, cover

Object to be declared, document type, planning name (planning theme subtitle), planner's name and brief introduction (team name, member's name: unit, title and name), planning production year, month, day, number and total number of pages.

2. Contents

3. Planning Purpose (Preface)

4, content description (planning summary)

5. Detailed description of the planning content (planning background, motivation, environmental analysis, objectives, marketing strategy, etc.). )

(The main body of the planning book is simple and clear, so people can understand it at a glance. Forms: words, photos, pictures, statistical charts or tables, etc. )

6, planning cost budget

7. Description of steps and plans (timetable, personnel, operation, etc.). ) when planning and implementing.

8. Expected effect of planning (use of resources, expected effect and risk assessment)

9. Thinking about the crux of this planning problem

10, refer to plans, documents, cases, etc.

1 1. If there are second and third choices, list their summaries.

12, matters needing attention in implementation.

Note: When the project is relatively simple, there are 1, -6 and items. For simplicity, it is better to add 7, 8 and 8. If you want to explain it in more detail, you need to add 9 to 12.

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