Planning is the strategic planning of enterprises, which provides a scheme designed according to the principle of benefit for rational decision-making of enterprises. Avoiding risks and pursuing maximum benefits are two major functions of planning.

Planning is a procedure, which is essentially a rational behavior using brain power and a current decision on what will happen in the future, that is, planning is to decide in advance what to do, when to do it, how to do it and who to do it. Generalized planning involves the development strategy and brand strategy of enterprises; In a narrow sense, it involves marketing management, advertising strategy and market management of enterprises. Planning includes: market research planning, marketing planning, market positioning planning, corporate image planning, product planning, brand planning, price planning, marketing channel planning, promotion planning, advertising planning, integrated marketing communication planning, service planning, network marketing planning, relationship marketing planning and micro-marketing planning. Making the development strategy of an enterprise is the core issue of enterprise planning.