Reference model of enterprise project planning book

Enterprise plan is a written form formed by employees and senior managers through continuous market feasibility analysis, final discussion and planning. Enterprise project planning book generally consists of preface, market background, project analysis, project positioning, customer orientation, product suggestion, case promotion strategy, advertising strategy, sales execution, company profile, cooperation mode and so on. The following is a sample of enterprise project planning book provided by me for your reference.

Enterprise project planning book

Article 1:

Project planning book

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Through the preliminary analysis of the Runyeyuan project, we feel that it will be a very plastic project. Through professional marketing and planning, it can not only reflect the strength and image of developers, but also be unique in small and high-rise markets.

After a long period of market research, according to the background reflected by the market and our accumulated experience, some suggestions suitable for market sales are put forward for your reference.

If you are lucky enough to be a partner of your company, you will provide a set of systematic and feasible marketing planning reports for you to read according to the specific information at that time.

Zhong cheng ye Wei real estate marketing management co., ltd

catalogue

I. Market background

Second, the project analysis

Third, the project positioning

Fourth, the positioning of tourists.

Verb (abbreviation for verb) product suggestion

Sixth, the strategy of pushing the case

Seven, advertising strategy

Eight, sales execution

Nine. company profile

X. Ways of cooperation

I. Market background

Jinan real estate market is becoming more and more standardized, and the whole market is on the rise. In the process of market development, we think it can be divided into two stages, and the market composition characteristics of each stage are briefly analyzed as follows:

(1)1before 999, 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.

Project features: The product form is single (mainly multi-storey), lacking features, not paying attention to overall planning, and the regional features are obvious (concentrated around Qianfo Mountain).

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.

(b) After 2012, the oscillation transits 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 Jinan real estate market, and then seize the Jinan 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, community planning tends to be reasonable, with distinctive features, and community quality 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:

1, changes in customer demand

Customers who can afford to buy real estate below 2500 yuan/square meter 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 2500-4000 yuan /m2, on the basis of pursuing the above requirements, they pay more attention to the personality, connotation and appreciation potential of the real estate, and have strict requirements on the overall planning of the community.

Customers who can bear more than 4,000 yuan /m2 are qualitatively improved compared with the first two types of customers. When choosing 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.

Article 2:

Tea company expansion project plan

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According to historical research, tea has become an indispensable commodity in social life since the Tang Dynasty. Seven things to open the door in the morning, rice, oil, salt, sauce, vinegar and tea? This shows the importance of tea. Tea has been with us for more than 1000 years, and we can't live without tea in the future.

By the end of 2009, the annual sales of domestic tea market is about 24-25 billion yuan, and the total long-term sales are expected to reach the scale of XX billion yuan per year. However, the domestic tea market has been in a disorderly and disorderly competition situation. Influenced by various factors, manufacturers in producing areas are still in the era of small-scale peasant economy, with small scale, high cost and weak technological innovation ability. Backward processing technology and equipment; The quality monitoring system is not perfect; Limited by factors such as capital and scale, it is unable to build a brand. In terms of sales market, there are no real brand-name products in China, and some existing local brands also have extremely high geographical restrictions. The single variety leads to the bottleneck of sales after reaching a certain scale, which leads to the inability to expand in a wider range. Although there are a large number of individual teahouses, due to the small scale, the product quality is uneven, the price is chaotic, and the social reputation is seriously damaged. Because the products of Lipton and other foreign brands are concentrated in teabags, it is difficult to meet the consumption habits of most Chinese people. Although they have a high brand awareness, it is difficult to become the mainstream of the market in a country with a deep tradition of drinking tea.

It is hard to imagine that in today's highly developed market economy, there are such huge and fast-growing industries, but there are no real well-known brands, and no interest groups have invested resources to build well-known brands. How many people outside Beijing know about Zhang Yiyuan and Wu Yutai? Everyone is familiar with West Lake Longjing, Biluochun, Anxi Oolong and Yunnan Pu 'er, but who can tell which brand has quality assurance?

Project theme

With modern chain management mode, integrate domestic famous tea resources with a single brand, take quality as the foundation, establish the concept of assured tea, seize the terminal market, and build a real famous brand in the tea industry.

Project background and current market situation

Tea is a traditional consumer product in China and an important part of traditional culture in China. China people have a deep-rooted habit of drinking tea and have a profound cultural background in social life. Tea is an indispensable part of people's daily life in China, and China is also the world's largest consumer and second largest producer of tea.

Consumer psychology and demand

For consumers who sell terminals, the current situation of the tea market makes people feel very confused and unable to start. At present, when buying other daily necessities, at least a few brands of goods can be bought, and tea can only be bought by feeling. Consumers with a little knowledge in this field can get a general understanding according to color, smell and price. However, physical and chemical indicators such as pesticide residues and heavy metal content are impossible to talk about. With the improvement of living standards, consumers' requirements for food safety have been greatly improved, and the state has paid more and more attention to food safety. Public opinion has reported that the physical and chemical indicators of tea exceed the standard and the production sites do not meet the hygiene standards. The overall pass rate is only over 60%, which makes consumers obviously confused when purchasing tea. The market urgently needs to build a strong brand with good reputation and credibility to meet the consumption requirements of the public. Whether it's green tea, scented tea, oolong tea or Pu 'er, I don't want to be a professional: I just need a safe and high-quality brand to buy tea.

Feasibility demonstration

1. As the occupier of the terminal market, it is helpful for enterprises to enter the capital market with the help of modern agricultural concepts, environmental protection concepts and retail concepts.

2. As an agricultural industrialization project, it is original in the industry, conforms to the national industrial policy, and also conforms to the road of innovation and development, and is easy to obtain policy support.

3. Direct docking of production and marketing and large-scale operation are conducive to reducing intermediate links, reducing costs and reasonably controlling selling prices. While controlling some high-quality resources, it also enables manufacturers to obtain good benefits, increase the income of tea farmers and enable consumers to buy tea at reasonable prices.

As a part of traditional culture, running a high-quality tea brand will promote the development of tea culture, which will make it very easy for enterprises to gain a high social reputation, thus helping to enhance brand value.

5. Under the strong brand marketing strategy, we can not only control the input cost of fixed assets to the maximum extent, but also quickly occupy the terminal market and get the biggest piece of cake and retail profit.

6. The tea industry grows well, and seizing the terminal is equivalent to seizing the commanding heights of the future.

Brand concept

With quality as the guide, brand as the foundation, multi-variety and single-brand franchise chain model, China famous tea brand with long-term vitality, excellent corporate culture, market reputation and social reputation will be built.

organization structure

Headquarters, manufacturers, retail terminals

The head office is mainly responsible for brand operation and maintenance, business logistics, quality control, store promotion, auditing, financial accounting and administrative affairs. Brand management department is responsible for the design and maintenance of brand, corporate logo and overall style, the formulation and promotion of corporate culture, media liaison, public relations, advertising planning, new product promotion and other affairs; The business department is responsible for product raw material base, manufacturer selection, new product development, logistics distribution, etc. The quality control department is responsible for quality acceptance, packaging, inspection and new product development. The store promotion audit department is responsible for store promotion strategy, franchisee promotion, audit, opening preparation, store cancellation, employee education, etc. The finance department is responsible for financial accounting and cost control. The administration department is responsible for daily administrative affairs, establishment of company system, computer network maintenance, e-commerce and law.

Manufacturers join by way of contract or shareholding, and supply products that meet the corresponding hygiene and quality standards according to the requirements of the head office. Franchisees are responsible for product sales, local promotion and follow-up services.

Operating principles and strategies

Principle: only sell your own brand of tea, and only sell tea that meets the corresponding sanitary quality standards.

? Article 3:

? ? Project cooperation plan

Project specification

I. Overview of the University Network

The University Network was established on August 27th, XX, and was established by a team led by young people who had business and entrepreneurial experience. At present, there are 7 members of the team, distributed in major universities in Xi. The purpose of the university network is to establish a network for college students in Xi 'an, and through this network, various offline activities will be carried out, which will bring tangible benefits to the majority of college students in Xi 'an.

Second, the introduction of the core members of the team

Liu Haiyang: After graduation, he worked in a well-known company. Resign and start a business after working for one year. After the failure of starting a business, the university network is the third time to start a business. People are infectious, persistent, enthusiastic, unwilling to be lonely and have leadership.

Dorri: Jiao Tong University School of Management is a graduate student, majoring in project management. When I was an undergraduate, I came into contact with various societies. Now graduate students are going to work. I am calm, thoughtful, good at dealing with people, persistent, mainly responsible for personnel and market.

Li Zhao: Jiao Tong University is a graduate student, mainly responsible for web design and technology.

Mao Qi: I am a graduate student in School of Software, Jiaotong University, majoring in website technology.

Rona: I graduated from Northwest University. Lively and cheerful personality, like all new things.

Guo Dan: xidian university graduate student, majoring in business administration. He is currently the vice chairman of the graduate student association. When I was an undergraduate, I won the bronze medal in the National Entrepreneurship Competition. Currently responsible for personnel outreach.

Zhao Fei: xidian university is a graduate student, majoring in information. At present, he is the vice chairman of the graduate student association, with perseverance and strong working ability.

The core members perform their duties, with a clear division of labor, with special emphasis on execution.

Third, the market analysis

Established in August of XX, University Network is dedicated to serving all college students in Xi. The main content of the website is based on college life. All for college students? Rooted in the university campus is the biggest feature and foothold of the university network. As a young and energetic student portal, behind it is a team full of vitality, innovative thinking and combat effectiveness. The team members are all college students, which makes every corner of the university network full of the unique atmosphere of university life.

At present, Xi has several comprehensive websites for college students. However, they only provide some information resources online, but they don't provide the information that Xi college students really need. As a local website, they can't provide all kinds of offline services, which is really a great waste. As a rising website, university network has a rich channel system, which provides a window for college students to understand society and a platform for them to show themselves and communicate with each other online. At the same time, it provides a new marketing channel for businesses to directly enter the university campus. In this way, a two-way channel is built between campus and society. The university network combines its own advantages, constantly innovates, and relies on its own network platform to provide the most comprehensive service channels for college students and all-round excellent campus integrated marketing services for enterprises by continuously integrating campus resources. To put it simply, as a rising website rookie, the purpose of the university network is to do everything for college students, and the concept is to provide tangible benefits for college students in Xi 'an through online and offline promotion.

Fourth, the operating status quo

In addition to the above team members, the university network also has domain name assets, which have now appreciated to 220,000 yuan; A server and a background program; At present, the recruitment of all kinds of personnel on the internal side (campus) has begun. Only one week after posting the recruitment notice online, 10 people applied for me, 4 people applied for ceo, and 2 people wanted to cooperate. Foreign parties (merchants) have made clear their cooperation intentions with several companies; However, due to insufficient funds and insufficient publicity, all the work has progressed slowly. (only 500-65438+ 10,000 yuan)

Verb (abbreviation for verb) business model

Our business model is currently in the form of campus ceo and column me. To put it simply, the campus ceo should have one person in each major university in Xi' an, who is fully responsible for all offline work of the school; I don't necessarily have people in every school, as long as the total number of people in this column meets the requirements.

Article 4:

? Writing method of company development plan

The development of a company often requires many methods. Of course, holding large-scale planning activities and development activities is the most common and effective thing, and it is a major expression way to expand the influence and expansion of the company. It is not difficult for a company to do an activity well, but how to promote the brand at the same time becomes a very important part, and such an activity becomes a success.

Event planning scheme is an effective behavior for a company or enterprise to increase sales and market share in a short time. If it is an activity planning scheme with outstanding creativity, good enforceability and operability, it will play a positive role in improving the visibility of enterprises and the reputation of brands.

Event planning case is relative to market planning case. Strictly speaking, it belongs to the market planning case. They are interrelated and complement each other. They are all marketing ideas and models subordinate to the whole enterprise. Only under this premise, the market planning case and the event planning case are the advertising behaviors with integrity and continuity, and only in this way can the audience identify with the brand culture connotation, and the event planning case can only keep the enterprise stable in the market sales by following the ideas of the overall market planning case and virtual hosting.

For some friends who are new to the advertising or planning industry, it may be difficult for them to achieve the expected results when writing event planning cases. Even some advertisers who have been planning for many years sometimes make mistakes. So, how can we write an ideal event planning case? I think we should pay attention to the following points:

1. Change the writing style

Generally speaking, planners often accumulate their own set of experiences in the process of writing plans. Of course, this experience is also reflected in the writing form of the planning book, so everyone's planning book may have their own model. But it is often this mode that will limit the planners' thinking, and it is impossible to grasp the market without changing their views. You should also change the style of writing in the content of the plan book, because if the same customer sees that your plan is the same shell again and again, it is easy to have a psychological distrust attitude, and this first cause effect may affect the performance of creativity.

2. Avoid subjective remarks.

In the early stage of activity planning, market analysis and investigation are very necessary. Only through the analysis of the whole market situation can we understand the problems faced by enterprises or products more clearly and find solutions to them. It is impossible for a subjective planner to make a successful plan. Similarly, in the cooperation process of planning books, we should also avoid subjective thoughts and words, because if the planning case is not put into practice, any result may appear, and the planner's subjective assumptions will directly lead to the executor's fuzzy analysis of events and forms. Moreover, if customers see the subjective words in the planning book, they will feel that the whole planning case has not undergone real market analysis, but is the result of subjective speculation.

3. The theme should be single and inherit the general marketing ideas.

When planning activities, we should first make an accurate judgment according to the actual problems of the enterprise itself (including the time, place and expected input cost of the enterprise activities, etc.). ) and market analysis (including competitor's current advertising behavior analysis, target consumer group analysis, consumer psychology analysis, product characteristics analysis, etc. ), and through swot analysis, the most important theme is extracted, which is also the most worth popularizing at present. In an activity, you can't do everything but convey the most important information to the target consumers. As the saying goes? Do something, do something. In this way, you can fully convey the information you want to convey to the target consumer groups, and it is easier to attract the attention of the audience and remember the information you want to convey.

4. Explain the points of interest directly

After determining the only theme, the audience can also accept the information we want to convey, but many people still remember the advertisement, but they just don't have the impulse to buy it. Why? That's because they don't see the interests directly related to them. Therefore, it is very important to directly explain the points of interest in the activity planning. If it is a preferential promotion, you should directly tell consumers the amount of your discount, and if it is a product description, you should sell the most eye-catching selling point. Only in this way, after the target consumers come into contact with the direct interest information, will they cause the impulse to buy, thus forming the purchase.

5. Activities should focus on the theme and be as concise as possible.

Many planning copywriters often want to carry out many activities when planning activities, thinking that only colorful activities can attract consumers' attention, but it is not. First of all, it is easy to distinguish between major activities and minor activities. Many market activities are very active and many people participate in them. It seems that the response is very enthusiastic, but among the people who watch or participate, how many people are the target consumer groups of the enterprise, even if they are the target consumer groups, do they buy products after participating in the activities? At present, a problem that some planners often complain about is the participation ethics of onlookers. Many people often leave after watching the excitement, or take gifts from the company. In fact, the problem here is that the content and theme of the activity do not match, so it is difficult to achieve the expected results. In the current market planning activities, some activities are lively and can achieve good results at the same time, because the activities are only carried out around the theme. Second, increase the cost of activities, poor implementation. In a planning, if there are too many activities involved, not only will more manpower, material resources and financial resources be invested, which will directly lead to the increase of activity costs, but there is also a problem that it will easily lead to poor implementation by operators and eventually lead to the failure of the case.

6. Good enforceability.

A suitable product, a good creative plan and a good executive team are the successful marketing activities. Whether it can be successfully implemented is the most direct and fundamental manifestation of the operability of the planning case. In order to achieve good execution of planning, besides careful thinking, careful activity arrangement is also essential. The time and method of the activity must be carefully analyzed in combination with the situation of the execution place and the executed person, and the specific arrangement should be as comprehensive as possible. In addition, the influence of external environment (such as weather and folk customs) should also be considered.

I recommend it carefully.