What does "planning" mean?

At a meeting attended by many planners, I heard famous planners tell their success stories. Because they have become famous, they are very calm when talking about their jobs-handyman, salesman, boiler worker, reporter, self-employed and other occupations have become fertile ground for famous planners to become famous. My conclusion at that meeting was that many famous artists embarked on the road of planning when they could not find other jobs. Planning is the choice of the poor, planning is the position of scholars, and planning is the most suitable job for paranoia.

From the king of ideas to the master of planning, China's planning has taken many detours. A few years ago, many so-called "experts", "masters" or "kings" appeared out of thin air, and many bizarre so-called theories were born. China enterprises' demand for strategy and tactics can be seen from now on-however, "wizards" and "Taoists" regard their prophetic or hazy marketing understanding of strategy and tactics as the Bible and a few words of western marketing theory as classics, so planning becomes a concept, a hype and a means of getting rich quickly. We believe that planning is not creativity, planning is not hype, and planning is not a life-saving straw that can bring a terminally ill enterprise back to life immediately. Only by understanding the planning can we truly understand the planning, make a good plan and make good use of it.

First, what enterprises and organizations want to do is planning, and how to do it is also planning.

In enterprises, we often hear about planning a new product listing and planning the development strategy of enterprises. So what is the difference between planning and planning? Planning is usually used to determine the work content, working methods and working framework, with emphasis on implementation and control; Planning is often short-term activities, hype or public relations; And planning is used to determine the work content from a big perspective. For example, developing products, managing brands, designing enterprise operation mode, designing marketing management mode, designing promotion management mode and so on. In a broad sense, planning is a process of putting forward rigorous ideas, making a complete demonstration, and then being adopted, implemented and evaluated. Planning approaches management consulting. A company's planning team is not only the company's strategic core think tank, but also the company's strategic implementation monitoring organization.

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Second, planning is the practical application of theory.

Marketing theory and brand theory are the crystallization of experience, and they are also the guiding principles of enterprise management. However, in the face of vast marketing or brand theory, how should enterprises sublate it? An important role of planning is to evaluate the theory, absorb the organic nutrients of the theory, make the theory integrate into the corporate culture and become an organic whole of the corporate culture. We know that enterprises, like people, have their own unique side, and there are adaptability problems in absorbing knowledge and theory. The function of planning is to find the unique marketing theory, values and brand ideas of the enterprise, and to ensure that these theories and ideas are instilled and carried forward in the operation of the enterprise. From this perspective, planning is not only the function of a department, but also the function of the core decision-making team of an enterprise. If China wants to select planning experts, then those who are truly qualified and qualified to be elected must be the bosses or founders of some large enterprises, such as Zhang Ruimin and Liu Chuanzhi.

Third, planning is the full play of creativity.

For example, as soon as a hot commodity comes on the market, many people say, "Hey, I've thought about this before"; For another example, a successful brand planning will also be evaluated by many people: "It's not new at all, and I also want to do it". However, just thinking (that is, an idea) is not something to be proud of. All the great inventions in our world are conceived by accident. Newton discovered gravity from the fall of apples, Galileo discovered the acceleration of gravity from the fall of small stones, economists discovered the principles of economics from the most common businesses, and so on. However, it is impossible to turn it into a real plan if it only stays in concept. In a word, planning is to find out the actual or potential needs of society, enterprises and consumers from all kinds of ideas, viewpoints, creativity and ideas, and organize them carefully to make them play a huge role. Only by giving full play to creativity and putting it into planning can we win benefits and potential.

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Fourth, planning is the integration of various resources.

Planning can't create a golden mountain out of thin air, as the saying goes, "a clever woman can't cook without rice." In the process of planning, the integration of resources is an important aspect of planning work. Planning is to give full play to all kinds of human resources, financial resources, material resources, social resources and information resources related to the planning objectives, and use all kinds of positive factors of the above resources to achieve the planning objectives. The integration of planning resources is not only reflected in the planning stage, but also in the implementation and evaluation stage. The word "planning" comes from Japan, and the Japanese use planning perfectly. Looking at the scientific and technological civilization of modern Japan, it is the crystallization of Japanese learning advanced technology from western countries. In fact, the Japanese are only influenced by China's traditional culture, which is manifested in the innovative application of knowledge and technology. Our Tian Ji and Zhuge Liang are gifted planners, and "Tian Ji Horse Racing" and "Grass Boat Borrowing Arrows" are both classic cases of planning.

Fifth, planning must consider both positive and negative factors.

The purpose of the plan is to complete the target task more effectively and execute the target plan more perfectly. Therefore, we should pay attention to the feasibility of planning, and the infeasible planning is just a flower shelf and decorations. Therefore, planning must return to rationality from sensibility, must consider both positive and negative ideas, and must fully consider the possibility of success or failure. Ancient counselors usually have "best strategy", "middle strategy" and "worst strategy" when offering advice to the emperor, and each strategy is handled in different occasions and different resource environments; The consulting scheme of McKinsey, an international management consulting giant, is also the same, which is divided into several different schemes to facilitate customers' implementation. It is important that planning must fully understand the upcoming events and countermeasures. Many of our planning experts and masters often use their own planning cases to gild themselves. They are often excited about a slogan, a graphic idea and a promotion, and they can't wait to spread it through the ages. As we all know, brands planned by experts and masters have become a thing of the past. What is the reason? This is because these plans do not fully consider the negative factors!

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Sixth, the plan must be recognized and the conditions for implementation must be met.

We often hear business executives complain that the plan is divorced from reality and difficult to implement. The main reason is that the planning work is subjective. Because in the planning work, the planner should synthesize all kinds of resources on the one hand and estimate the possible uncertainties on the other, so the basis of the plan is half resources and half assumptions-that is, untested. Therefore, in the process of implementation, it is inevitable that there will be such risks and such situations. For the actual situation of planning, the most important thing is that the planning scheme itself must be fully demonstrated to ensure its execution; Then communicate in an all-round way to get more understanding and support for the plan. Only good communication and support can ensure the perfect implementation of the plan The premise that the plan is recognized and has the implementation conditions is: the plan must guard against the risks brought by the incomplete plan; We must guard against the risks caused by force majeure; We must guard against the risks caused by incomplete implementation; We must guard against planning risks caused by ideological factors.

Seventh, imaginative and down-to-earth descriptions are equally important in planning.

We appreciate war movies, and we appreciate the talents of military strategists. They can command thousands of troops and win battles thousands of miles away by inserting several flags on maps and sand tables-because they have a comprehensive analysis of the war situation in advance and a comprehensive grasp of the fighters. The same is true of planning. On the one hand, on the basis of full investigation, analysis and research, we put planning data into the ocean of knowledge and use imaginative imagination to find the explosion point of planning scheme. While using rational thinking, it describes the details, process, prospect and innovation of planning implementation. Imagination is the soul of planning, and description is the basis of planning, both of which are indispensable.

Planning is a whole process from conception to planning to implementation, and it is the basis of all affairs such as enterprise management, marketing and brand management. Whether the planning strategy is reasonable or not is directly related to the success or failure, efficiency or ineffectiveness of various affairs of an enterprise. In the era of rapid development of market economy, speed, efficiency and innovation have become the symbol of enterprise success. Understanding the planning can better straighten out the management, thus making the allocation of various resources of enterprises more reasonable and the utilization of resources more appropriate. What is important is that the brand power generated by planning will greatly promote the profits of enterprises.