Template model of product project planning book

For the needs of this project area, our leader asked us to prepare the planning of this project. For the marketing of this product, the following is my plan. The following is the "Model Paper of Product Project Planning Book" compiled by me for your reference only. Welcome to read it.

Product project planning template model Wen Yi xx real estate market is becoming more and more standardized, and the whole market is on the rise. In the process of market development, our company believes that it can be divided into two stages, and the market composition characteristics of each stage are briefly analyzed as follows:

(a) xx years ago, the profiteering stage of passive sales:

Customer characteristics: mainly high-income people, pursuing the display of identity and status. At this time, the market choice is small, and customers buy blindly.

Characteristics of developers: the government is not strict with the strength of development companies, and the strength of developers is mixed. They are seriously bound by traditional ideas, do not pay attention to tourists' psychology and market development characteristics, subjectively develop, pursue profiteering, have no brand awareness, and extremely reject professional sales organizations.

Features of the project: the product form is single (mainly multi-storey), lacking characteristics, not paying attention to overall planning, and the regional characteristics are obvious (concentrated around xx).

Sales characteristics: no overall marketing ideas, blind pursuit of high profits, high pricing, no effective performance and publicity means, and no attention to brand cultivation and establishment.

(2) xx years later, the transition stage from oscillation to standardization.

Characteristics of tourists: the level of tourists is wide, the demand is diversified, and the psychology of real estate purchase and consumption tends to be rational. At this time, retail consumption has gradually become the main force in the market.

Characteristics of developers: Under the pressure of competition, developers actively seek new development concepts and gradually accept marketing planning concepts. At the same time, the advanced ideas brought by professional sales talents also influenced the thinking of developers, and began to pay attention to the needs of customers, and gradually moved closer to the line of fixed sales by production. Brand awareness has been greatly enhanced, and a large number of powerful and technologically advanced foreign development enterprises focus on the good development prospects of the xx real estate market, and then seize the xx market one after another. At the same time, due to the government's unified management of land resources, land prices began to rise, prompting development enterprises to get out of the profiteering stage and the profits tend to be reasonable. At this time, some small enterprises with weak financial strength, imperfect management and outdated development concepts will face severe tests.

Project features: product diversification. While it is still multi-layered, small and high-level companies are gradually recognized by the market, and high-level companies also occupy a certain market share. Regional restrictions are increasingly broken, residential planning tends to be reasonable, with distinctive features, and the quality of residential areas is constantly improving.

Sales characteristics: the price tends to be reasonable, the market is integrated, the marketing concept is gradually accepted by the market with the intervention of professional sales organizations, the personnel are becoming more specialized, and the propaganda means are constantly being refurbished.

Under the above market background, great changes have taken place in customers, markets and developers:

Changes in customer demand

Customers who can bear the real estate price below xx yuan /m2 have changed from simply pursuing to meet the living requirements and engineering quality to pursuing comfort, safety and privacy.

For customers who can bear the price of xx yuan /m2, on the basis of pursuing the above requirements, they pay more attention to the personality, connotation and appreciation potential of the property, and have stricter requirements for the overall planning of the community.

Customers who can bear more than xx yuan /m2 have a qualitative improvement compared with the first two customers. When choosing a real estate, the most important thing is to enjoy and pursue a concept and connotation. At the same time, they also pay great attention to the qualifications of developers, the popularity of real estate and the community environment.

In recent years, farmhouses have mushroomed everywhere, and 20xx is the most crucial year for the development of farmhouses. The National Tourism Administration has designated "China Rural Tour" as the tourism theme, and this year the National Tourism Administration has designated the publicity theme as "20xx China Harmonious City Rural Tour". According to incomplete statistics, in recent years, the development of rural tourism has lifted X million people out of poverty. Eating farmhouse meals, doing farm work and living in farmhouses have become important growth points of rural tourism.

Due to the impact of the economic crisis, the small farmhouse business in China has greatly rebounded. Compared with last year's business, it can be said that it is even worse. Stimulated by the management storm this year, many places are closed, and large-scale farmhouse music seems to have little impact. However, with the narrowing of the market scope, the competition is becoming more and more fierce. In order to stand out from many competitors, operators must inject new elements into traditional business models, such as virtual qq farms and pastures, which are popular online.

1, development purpose

Culture is the soul of tourism. Through the excavation of Qq farm ranch, a new cultural hotspot, we can satisfy people's eager desire to return to nature and correctly guide people to experience farm life in a healthy environment. Really integrate cultural characteristics into farmhouse tourism, connect scattered hot cultures and scenic spots in series, form a tourism project group, form tourism products that tourists participate in, and retain tourists, so as to increase market share and win more tourists? Meanwhile, science? Is it reasonable? Appropriate development and utilization of resources to be a local society? Economy? Ecology? Environmental health and coordinated development.

2. Possible factors of success

As a new tourism project, farmhouse tourism has become a world trend? After the development of farmhouse music, it brings not only consumption income, but also product information, project information and market information, which provides an opportunity for the development of local economy. Nongjiale has become a "window" for farmers to understand the market and a bridge for urban and rural interaction. Tourists from all over the country have brought new ideas and concepts to the countryside, so that farmers can know the market information in time and their production and operation can meet the market demand. Our advantages are: firstly, our biggest feature is to transfer the virtual QQ farm and pasture to reality, which makes people really feel the fun of picking vegetables; Secondly, leisure activities are colorful, including bonfire parties, tug-of-war, meetings, catering, accommodation, playing ball games, fishing, barbecue, KTV, movies, etc. Finally, our leisure and entertainment environment is elegant and comfortable, the food is hygienic and safe, the consumption is reasonable, and the price is affordable. Combining with various business channels, we will win more repeat customers with good service.

1, Market Analysis of New Project of Returning to Natural Farm

1. 1 Market potential of farmhouse music

Farmhouse is a new form of tourism and leisure, and it is a kind of leisure travel way that farmers provide to modern urban people to return to nature and gain a relaxed and pleasant spirit.

Generally speaking, the owner of farmhouse uses local agricultural products for processing to meet the needs of guests, and the cost is low, so the consumption is not high. Moreover, farmhouses are generally surrounded by beautiful natural or pastoral scenery, which can relieve modern people's thoughts, so they are warmly welcomed by young people in many cities.

The survey results show that 83% of the respondents rarely go to farmhouse music or have never been to farmhouse music. It can be inferred that there is still a huge market for farmhouse music, and new projects need to be added to attract consumers with new models.

1.2, the consumer market of farmhouse music

According to the survey, nearly 60% of people with incomes between X and 30% are interested in farmhouse music. 40% of people whose income is between X are interested in farmhouse music; More than 50% of people whose income is between X are interested in farmhouse music; 40% of people whose income is between X are also interested in farmhouse music; 40% people are interested in farmhouse music; With the increase of income, their attitude towards farmhouse music gradually decreased. The analysis shows that the consumption pattern of farmhouse music conforms to the consumption habits of low-and middle-income people, and high-income people prefer elegant and luxurious consumption patterns. Since China is dominated by low-income groups at present, it is inferred that the farm music market is huge.

1.3 new project market

QQ Happy Farm Game has been favored by many netizens since it was launched, and they have joined in one after another. The game "swept" the country at an extremely fast speed, and netizens relaxed their body and mind while playing the game. But QQ farm game belongs to the virtual world after all, and netizens can only participate in it by clicking the mouse, so we want to move the game to real life. Regarding whether it is realistic, we made the following survey:

According to the survey, with the increasing popularity of the Internet, an online game with the theme of farm life has been welcomed by everyone. Among the respondents, 52% play regularly and 34% play occasionally. It can be seen that city people like the way of releasing pressure from farm life very much, and our new project to promote farm life will certainly be welcomed by everyone. The survey results in Figure 4 show consumers' attitude towards the realistic operation of Happy Farm. It can be seen intuitively that more than 60% people have a positive attitude towards this, which shows that the new farmhouse music model has strong viability.

1.4 Advantages of new projects

According to consumers' investigation on the advantages of new projects, the new model has strong autonomy and high participation, which helps to connect feelings and become consumers' greatest advantage. These two advantages have driven the new mode of farmhouse music. Through modern management and effective marketing methods, the new model of farmhouse music will be successful.

2. Consumer analysis of farmhouse music

2. 1 Overall consumption

As a typical representative of leisure agriculture and rural tourism, farmhouse music is increasingly favored by urban tourists. In today's era of rapid economic development, convenient and leisure farmhouse music has become a popular tourism mode and habit, which combines various leisure elements such as catering, accommodation, leisure and experience participation, attracting consumers at different levels. In recent years, with the gradual innovation of farmhouse business model, the scale effect of the industry has gradually emerged, market demand has prompted its industrial chain to extend downstream and upstream, and farmhouse consumption has gradually expanded.

2.2 consumer analysis

The results of this survey show that 3 1% of women like farmhouse tourism very much, while the corresponding proportion of men is only 22%. 60% women are interested in farmhouse tourism, and only 5 1% men are interested in farmhouse tourism. This shows that farmhouse tourism is more popular with women because it conforms to women's travel habits, is simple and convenient, and can also experience life. Relatively speaking, men are more interested.

Product project planning template Fan Wensan Company set up a special organization to be responsible for the research and development of new products, the formulation of marketing strategies and sales plans, and comprehensively build a terminal network with the economic concept of marketing planning. Equipped with marketing plan management and financial personnel, break the traditional employment mechanism and recruit a group of business elites from the society. Determine the business representatives, business directors, business directors and business managers of regional marketing programs, set up a professional marketing team, set up a sales team for key marketing programs, manage customers by special personnel, sign sales contracts for single products, and complete the combination of marketing teams before the new products go on the market.

I. Design of sales planning products

Because of the transparent price and aging structure of the old products, it is difficult to meet the needs of consumers and support the high marketing expenses, and the products cannot constitute the advantages of the marketing plan. Therefore, it is necessary to develop combined products.

1, develop according to the fragrance of XXX, and strive to make the product personalized and obvious, making it a main brand.

2. Develop products according to alcohol content to form high, medium and low-grade series products.

3. Develop products in a targeted way, constantly research marketing plans in the sales process, follow up products, and achieve the best combination of product structure.

4. Develop products according to the planned market price and establish a reasonable product price system.

Second, the network system to establish sales planning scheme

Effectively integrate the original dealer network, first help the original dealer to help them sell, master the first-hand information, and find out the details of the marketing plan. Lay a good foundation for the next marketing work. The listing of new products can be upgraded to marketing plan according to the following sales plan planning steps.

1, establish a master marketing plan, establish a feasible county-level target market sales planning scheme, and formulate a marketing plan development plan. Sales staff directly serve the first-class merchants, and the first-class merchants assess the business personnel, select hotels, supermarkets and shops with good reputation in the sales regional market planning, and conduct comprehensive centralized marketing of products. Create a model marketing plan, and strive to achieve more than 80% distribution rate in the marketing plan. After a month's marketing, strengthen and screen customers, determine first-class and second-class customers, and establish and improve customer files.

2. The offline customers managed by the first-class dealers are assisted by business personnel, and the management system of first-class and second-class customer supply cards is implemented; Print and issue supply cards to primary and secondary customers. The purpose is to master and control the flow of goods in the marketing plan, effectively control the price-breaking and goods-jumping of the marketing plan, and completely put an end to the appearance of counterfeit goods.

3. Reasonably distinguish the incentive policies of primary dealers and secondary dealers, protect primary dealers and cultivate and support secondary customers. Reward according to the performance of secondary customers.

4. Take promotion management measures for customers. When the performance of secondary customers reaches or exceeds that of primary dealers, secondary customers can be directly promoted to primary dealers, and their income will change accordingly. Finally, a strong and potential first-and second-level sales network will be formed.

Third, make use of the marketing plan resources in the market.

1. Configure delivery vehicles and advertise the body image.

2. dressing the, a business person, wears a business card and a badge.

3. Appoint business representatives, business directors, business directors and business managers.

4. Unified scheduling and management of resources that the company can control.

Four, product benefit distribution and sales plan cost

(a) product profit distribution and sales planning scheme

Distribute the benefits of each link reasonably, so as to maximize the use of resources, which will be distributed layer by layer according to the spatial relationship of product prices.

1. Make unified marketing plan and sales price, including hotel price, supermarket price, retail store price, etc. , reasonably allocate profit space, and reward dealers in two forms: monthly rebate and annual reward.

2, the organic combination of sales products, formulate the operation method of single product marketing plan.

3. For staged promotion activities, the reward standard shall be formulated according to the total delivery amount.

4. With the gradual maturity of the marketing plan, the cost of each link will be reduced or cancelled accordingly.

(B) marketing expenses management of sales planning scheme

1. All expenses are paid for selling products, and the company bears the basic salary, business trip expenses and telephone charges of business personnel.

2. Vehicle expenses, office expenses and warehouse expenses.

3. The salary of business personnel shall be paid in the form of basic salary+commission+reward. The basic salary of basic tasks is guaranteed, and the business commission is not capped.

4. Yi Labao, posters, public service advertisements and other publicity expenses.

5. Publicity expenses in the market preparation stage and sales activity stage.

(3) the steps of direct selling of sales planning scheme; Operation method of direct selling (one product, one policy)

1. Open recruitment of business personnel, short-term training and arrangement of specific positions.

2. Make a plan for the listing of direct selling products.

Through direct selling operation, we can effectively control the marketing planning scheme, constantly supplement and improve the marketing scheme, achieve the flattening of the network, and lay a solid foundation for operating large-scale marketing schemes.