1 Plan Overview 2 Marketing Status Analysis 3 Opportunities and Risk Analysis 4 Drawing Marketing Objectives 5 Marketing Strategy 6 Action Plan 7 Marketing Budget 8 Marketing Control

1 Principle: Integration principle, human-centered principle, difference principle, benefit principle, linkage principle, interaction principle, effect principle 2 Methods: Theme method, momentum method, creative method, procedural method, model method, case method

Scenario analysis, goals, strategies, tactics, budgets, controls

Population environment, economic environment, political and legal environment, social and cultural environment, scientific and technological environment, natural environment

The company itself, suppliers, marketing intermediaries, customers faced by the company, competitors, the public, etc.

1. SWOT analysis method: an enterprise system considers its internal conditions and external environment and determines a logical or theoretical framework for the enterprise feasibility plan. 2. PEST analysis method: a method used by strategic consultants to help companies review their external macro environment. P: Politics and Law; E economy; S social culture; T technology. 3 Opportunity Threat Matrix Method

1 Concept: Market segmentation is a process of dividing the source market into several components based on different standards to select the market segment from them. 2 Functions: 1) It is conducive to selecting target markets and formulating marketing strategies and strategies 2) It is conducive to discovering market opportunities and opening up new markets. 3) It is conducive to formulating the best marketing plan and improving the economic benefits of the company. 4) It is conducive to the company's concentrated advantages and conducting market competition. 3 principles: difference, measurability, accessibility, profitability, and relative stability. 4 standards: geography, population, psychology, behavior. 5 Basic models: homogeneous preference, decentralized preference, cluster preference. 6 Specific methods: single factor method, comprehensive factor method, and series factor method.

1 Concept: Target market selection is based on market segmentation, which are segmented markets that can create the highest customer value for the company and maintain it for a period of time. 2 Target market selection strategy: market centralization strategy, product specialization strategy, selective specialization strategy, market specialization strategy, and comprehensive coverage strategy. 3 strategies: differentiated marketing strategies, non-differentiated marketing strategies, and centralized marketing strategies.

1 Concept: The arrangement made by an enterprise to make the product occupy a clear, special and ideal position in the minds of the target consumers compared with the competitive products. 2 steps: 1) Identify potential competitive advantages 2) Positioning the core competitive advantages of the enterprise 3) Formulate a strategy to give full play to its core competitive advantages. 3 methods: avoid strength positioning, head-on positioning, repositioning, and attaching positioning. 4 Methods: 1) Positioning according to product attributes 2) Positioning according to product price and quality 3) Positioning according to specific use occasions and uses 4) Positioning according to the benefits obtained by customers 5) Positioning according to the user type.

1 Common methods for formulating business plans: 1) Boston matrix (market share, market growth rate) 2) General Electric model (market attractiveness, business capability) (ideal business area, intermediate area, disappointment business area) 2 Methods for determining portfolios: GE matrix, McKinsey matrix, multi-factor portfolio matrix

1 Intensive growth: market penetration, market development, product development. 2 Integrated growth: backward integration, forward integration, and horizontal integration. 3Diveristic growth: concentric diversification, horizontal diversification, and group diversification.

1. Select the target market 2. Target marketing strategy

1 Discover, analyze and evaluate market opportunities 2 Segmenting markets and selecting target markets 3 Market positioning 4 Marketing strategy combination.

1. Enterprise product portfolio planning can be analyzed from four dimensions: width, length, depth and breadth. (Width of product portfolio: number of product lines. Length of product portfolio: how many product items are. Depth of product portfolio: how many patterns, varieties and specifications are there in each product project. Relevance of product portfolio: the close correlation of each major product category in an enterprise in terms of final use, production conditions, distribution channels, etc.) 2 Select product portfolio strategy: product line reduction strategy, product line diffusion strategy, product line modernization strategy. 3 Product life cycle: introduction period, growth period, maturity period, and recession period.

1 Overview of price planning: Price planning is an activity in which an enterprise coordinates and handles various price relationships in order to achieve certain marketing goals. 2 Price planning procedures: select pricing targets; calculate product costs; investigate and predict competitors' reactions; choose pricing methods; determine pricing strategies; determine final prices. 3 Pricing method planning: cost-oriented pricing method, competition-oriented pricing method, demand-oriented pricing method. 4 New product launch price planning: skimming pricing strategy, penetration pricing strategy, and intermediate pricing strategy.

1 Distribution channel type: direct distribution channel (manufacturer-consumer), indirect distribution channel (producer-agent-wholesaler-retailer-consumer) 2 Distribution channel design: 1) Determine the distribution channel construction goals 2) Planning the distribution channel structure 3) Channel member management and control planning. 3 Distribution channel management: After the enterprise managers design the channel, they must also select, incentivize, evaluate and adjust individual intermediaries. 4 Distribution types: intensive distribution, selective distribution, exclusive dumping.

1 Advertising objectives: improve the visibility and awareness of products; strengthen the public's impression of the brand; strengthen consumers' purchase rate of brands; and expand market share. 2 Advertising planning steps: drafting an advertising agency power of attorney; advertising design, advertising communication channel selection, advertising implementation, and advertising effect evaluation. 3 Contents and procedures of PR planning: 1) Analyze the current status of public relations 2) Determine public relations goals 3) Select and analyze target audience 4) Design of PR activity plan 5) Effective evaluation