How to write a model essay on marketing planning?

Marketing plan writing

1. Executive summary and key points Trademark/pricing/important promotion means/target market, etc.

2. Current marketing situation (1) Market situation: current product market/scale/advertising/market price/profit rate, etc. (2) Product status: varieties/features/prices/packaging currently on the market. (3) Competition: the main competitors in the current market and their basic situation. (4) Distribution status: sales channels, etc. (5) Macro-environmental conditions: consumer groups and demand conditions.

3.SWOT analysis advantages: advantages in sales, economy, technology, management and policy. Disadvantages: Disadvantages in sales, economy, technology, management and policy (such as policy restrictions such as industrial control). Probability: Market probability and assurance. Threat: the biggest threat and risk factor in market competition. To sum up: how to develop strengths and avoid weaknesses, give full play to your strengths, and avoid weaknesses and risks. 4. Target financial target: the company's sales revenue forecast for the next 3 or 5 years (if the financing is successful): (unit: 10,000 yuan) year 1 year 2 years 3 years 4 years 5 years sales revenue market share marketing target: sales. ...

Tourist attractions marketing plan

1. Sales target: maximize information dissemination, maximize media coverage and maximize economic benefits.

Second, sales strategy: We set the target market as the Pearl River Delta region, with Shenzhen, Hong Kong and Macao as the second markets. Tourists from other provinces mainly appear during the Spring Festival, relying on local publicity to increase the number of tourists.

We should adopt the following strategies to sell:

1. Determine the target market and divide the main areas. According to the different angles of attracting terracotta warriors and horses in different periods and different people, marketing is carried out by means of plane publicity, cultural excavation and roving exhibition.

2. With the help of the special attraction of Terracotta Warriors and Horses to the Hong Kong market (especially the yearning of Hong Kong people and students for the ancient culture of China), choose one or two travel agencies to explore the Hong Kong market through appropriate cooperation (let the other side promote it). Or use appropriate publicity methods (cooperation with the media) to explore the Hong Kong market.

3, market segmentation, according to the characteristics of each market and the characteristics of different festivals, distinguish the different needs of marketing publicity audience, and adopt different methods and corresponding publicity strategies to promote marketing.

4. In terms of price, although raising prices can increase profits, it may also reduce passenger flow. On the basis of stabilizing the original price, we will increase the income by increasing the number of people entering the park, and at the same time maximize the market coverage through the promotion of middlemen.

3. Market analysis: 1. Market choice: 1 Pearl River Delta 2 Guangzhou 3 Shenzhen 4 Hong Kong 2. Market evaluation: 1 pearl river delta: turnover 5.46 million 2 Guangzhou: turnover10.49 million 3 Shenzhen: turnover 6.64 million 4 Hong Kong:? Note: a The above data comes from the total number of people who entered the park in 2002, with a turnover of 95.553 million yuan. Basic requirements for effective subdivision; B There is no Hong Kong market for historical data, which is customarily put together with Shenzhen market. The reason why the list of Hong Kong market is listed separately here is because the Terracotta Warriors and Horses may have a very good and high effect in the Hong Kong market, so the market development is targeted. 3. Analysis of the current situation: 1 Guangzhou: ◆ Total number of tourists: population 865,438+10,000, overseas Chinese in Hong Kong and Macao 1.35 million ◆ Per capita income: 1.6 million yuan. Annual per capita consumption1.1.4000 yuan ◆ Market characteristics: team groups are divided into three parts: individual customers, enterprise groups and ground contact groups. Most personal trips are organized by travel agencies. Is the time a one-day tour or a two-day tour? There are two forms of corporate group tours: travel agencies and self-help tours. Time is also given priority to with one or two days. The ground connects the team market, and the mainland of Guangzhou connects teams from other provinces and overseas teams to Shenzhen. This year, the number of delegations from Hong Kong, Macao and Chinese mainland has greatly increased.

◆ Travel Agency: A*** 126. Guangzhou local travel agencies used to organize Shenzhen tourists every year, about 300,000-400,000 people. B. Individual travel agencies implement the group travel mode of zero tour fee. C the tour fare and profit of travel agency come from the difference between scenic spot tickets and shopping rebates. D Travel agencies organize corporate group outings with prior plans and arrangements, and the leading role lies in the enterprises themselves. E For travel agencies with ground connection teams, the route arrangement has been decided in advance, and whether the on-site recommendation of tour guides is effective is the key to the success of extra points.

◆ Community: A Guangzhou has 160 Provincial Office. B In addition to the activities organized by the enterprise itself, various intermediaries will also organize various activities. 2 Shenzhen: ◆ Travel Agency: * * * 55. A travel agency in Shenzhen * * * received 200,000 passengers, of which transit accounted for 50% and Youguangzhu Line accounted for 25%. 25% mainly go to Shenzhen. B mainly connects teams from other provinces (including transit, exit and entry). There are 50 travel agencies doing business with Minsk. Accounting for 96%. In September, 2003, it received 6,500 people, among whom overseas Chinese travel agencies, newspaper travel agencies and airport travel agencies accounted for 70% of the total group members in September. ◆ Hotels: A*** has 200 hotels, 70% of which are located in Luohu, Futian and Nanshan. B: It's mainly about individual hotel guests and conference teams. C There are more than 50 hotels in cooperation with Minsk, most of which are two-and three-star hotels, accounting for 40% of the total number of hotels, and the sales method is mainly cash.

◆ Associations: A There are more than 0/00000 enterprises in Shenzhen, more than 80 primary schools, more than 60 middle schools and more than 500 kindergartens. B The 300-500 high-tech enterprises represented by Huawei, ZTE and Mindray are the most active parts of the enterprises, with a large annual reception volume. C enterprises with certain strength, such as government agencies and bank administrative voucher institutions, have more reception and entertainment expenses. Factory D will organize party activities and employee welfare tours at the end of the year. Students travel in spring and autumn. F the reception of high-tech enterprises and government agencies is the main income of the community at this stage, accounting for 60%-70% of the total income of the community. Huawei alone has an average of 600-800 people every month. G enterprise get-together activities are relatively active, but due to the high requirements of event planning, the hardware of scenic spots has certain limitations and the success rate is low. 3 Pearl River Delta:

◆ Total market volume: population 68.2 million, floating population18.9 million,

Per capita income: 1200 yuan/month.

◆ Concentrated areas: Dongguan, Foshan, Shantou, Zhanjiang, Maoming and Jiangmen.

◆ Developed areas: Dongguan, Foshan, Zhongshan, Zhuhai, Zhaoqing and Jiangmen.

◆ Market characteristics: Have a certain economic foundation and travel habits;

◆ Sales status: Only the business of travel agency platform has been carried out.

◆ Travel Agency: A*** 360. B Dongguan, Foshan, Zhongshan, Zhuhai, Zhaoqing and Jiangmen account for one third * * * There are 106 travel agencies. Most of C's travel modes are organized by travel agencies, and there are 290 travel agencies that have business dealings with D. E The number of travel agency teams in this region accounts for 15% of the market share. F economically developed areas such as Dongguan, Foshan, Zhongshan, Zhuhai, Zhaoqing and Jiangmen account for 80% of the total number of delegations.

◆ Lenovo: A There are more than 8,000 Taiwan-funded enterprises in Dongguan and Huizhou, and 16 Fortune 500 enterprises are known as the "capital of factories". The foreign population is more than 5.9 million. B per capita annual income 1. 60 thousand yuan. C Taiwan-funded factories in Dongguan and Huizhou will organize employee tours at the end of the year.