Chinese name: planning mbth: planning means: introduction to enterprise planning: 1965 Source, definition, elements, classification, research, marketing, market positioning, corporate image, products, brands, prices, marketing channels, promotion, advertising, integration, services, relationship marketing, network marketing, generating procedures, animation terms and sources. In the first 20 years, it did not get the attention of the business community. Over the years, due to the increasingly complex and diverse consumer desires and rapidly changing consumer psychology, enterprises are facing unprecedented impacts. The competition between the same industry is getting worse. If you are not careful, the enterprise may be eliminated. Objective conditions force enterprises to rely more and more on planning, and even have generally reached the understanding that "there is no enterprise without planning". Defining a sentence, stimulating creativity, effectively using limited resources, choosing feasible schemes, achieving predetermined goals or solving a problem is planning. The process of human conception probably includes: generating ideas in different ways of thinking, a good idea turning into creativity, and a targeted and possible idea (or working with creativity) turning into planning. So planning is different from conception and creativity, it should include the following three elements: 1. The content of new creative planning must be novel, strange and amazing, which makes people feel fresh and interesting. 2. Must be creative with direction. No matter how good the idea is, if it lacks a certain direction, it will inevitably be out of touch with the goal, so it cannot be called planning. 3. It must be possible. Under the constraints of existing manpower, financial resources and material resources, it is planning. Otherwise, even the best idea is empty talk. Classified planning includes: market research planning, marketing planning, market positioning planning, corporate image planning, product planning, brand planning, price planning, marketing channel planning, promotion planning, advertising planning, integrated marketing communication planning, service planning, network marketing planning and relationship marketing planning. Market research is a purposeful activity, a systematic process, an activity of judging, collecting, recording and sorting out information, a market information work, and a process of designing, collecting, analyzing and reporting. In other words, the concept of market research is defined as follows: market research is an activity that systematically, comprehensively, accurately and timely collects, sorts out and analyzes all kinds of information about market phenomena by using scientific methods in an organized and planned way. (Baidu Planning Bar has special training knowledge) Marketing planning is to achieve the predetermined marketing objectives in marketing activities, grasp the interests of the target market and customer groups in an all-round and multi-angle manner, thereby optimizing the allocation of human, financial and material resources of enterprises, and analyzing, judging, reasoning, predicting and formulating marketing for the whole marketing or a certain aspect. Market positioning (1) Market positioning planning is conducive to enhancing the core competitiveness and long-term competitive advantage of enterprises, and to enhancing the intangible assets of enterprises. Marketing planning is the premise and foundation of enterprise marketing planning. (2) Market positioning planning is conducive to establishing corporate image and corporate brand image, improving product visibility and reputation, and enhancing customer satisfaction. (3) Market positioning planning is the basis of enterprise integrated marketing planning. Market integration, marketing planning and the basic means to build core competitiveness. (4) Market positioning planning is conducive to the establishment and improvement of enterprises' markets at all levels, and is conducive to reducing business risks, thus ensuring the realization of long-term strategic objectives of enterprises. CIS (Enterprise Identification System) refers to an act of transferring enterprise management and enterprise spirit culture to the public through professional operation, thus shaping enterprise personality, displaying enterprise spirit, making the public feel a sense of identity with the enterprise, and building enterprise core competitiveness and long-term competitive advantage. CI design is a part of the work, but it is mainly the final comprehensive behavior. The ultimate goal of product product planning is not how to make consumers accept the products of enterprises, but how to meet the various needs of consumers to the greatest extent. Brand planning includes: brand positioning, brand cognition, brand loyalty and brand naming. Price and price planning are activities that help enterprises to deal with various price relationships in order to achieve certain marketing goals. It is conducive to achieving the long-term business objectives of enterprises, creating long-term competitive advantages and alleviating the great pressure of price competition. Marketing channel marketing channel planning is to effectively connect manufacturers, middlemen and consumers. Promotion promotes sales, which helps consumers understand the benefits of products or services to buyers, and promotes and influences people's buying behavior and consumption patterns. Advertising planning is the operation planning of advertising communication activities, which is an activity process of predicting the development law of the market on the premise of fully obtaining market information, and scientifically formulating the overall advertising strategy on the basis of conforming to the advertiser's marketing strategy in order to pursue the best advertising effect. The production of artists, POP and DM is only a way to achieve it. Integrated marketing communication planning is the advanced planning and design of communication behavior by enterprises in consumer communication, thus providing a unified future plan for enterprise communication and integrating public relations, promotion and advertising into one concrete action measure. Service planning is a planned and effective implementation of activities, benefits or satisfaction related to selling or selling products. Relationship marketing Relationship marketing regards marketing activities as a process of interaction between enterprises and customers, suppliers, distributors, competitors, organizations, communities and other public, and its core is to establish and develop good relations with these public. In this process, the analysis, judgment, conception, design, arrangement, deployment and other work done by marketers to customers is relationship marketing planning. Network marketing Network marketing planning refers to the advanced decision-making of the whole marketing activity by means of electronic information technology and computer network. Generating program plan (or scheme) is the concrete idea to realize the scheme. For a successful project, usually, you need to go through the following planning process: 1. Question or strategy 2. Collect existing data. Conduct market research. Analysis and statistics. Discuss and stimulate creativity. Choose a feasible solution. Implementation and ex post review. Animation planning is responsible for determining the nature (adaptation/originality) and public way (TV /OVA/ theater) of an animation work. Showing duration (TV usually lasts 30 minutes, theater usually lasts 90 minutes, and OVA determines the number of volumes) and the basic settings of the story (such as plot outline, character introduction, background of the times, etc.). Before making an animation, a draft plan with a complete story is usually drawn up, and then a planning meeting is held with animation production companies, sponsors and other related personnel. All departments put forward suggestions according to their own requirements, determine the production cost and the division of labor of some producers, and finally complete the formal plan.