He Jun: How to write an operational plan
Not long ago, the state formulated the "Twelfth Five-Year Plan", and the same enterprises should realize that they must have their own long-term plans. Agents or branch offices need scientific and proper operation planning. Understanding of the operating rules, benevolent see benevolent wisdom see. Who should undertake the task of developing operational planning? Is the boss or professional manager? At present, many professional managers do not understand the operation planning vaguely, the pulse is not allowed, or too many theoretical routines in the strategic decision-making can not provide the basis for scientific and simple reference for the boss. I think the branch or agent of the operation planning simply summarized as two parts: First, the status quo analysis 1, market analysis: from the province, prefecture-level cities, counties market information collection, collation and analysis, what is the difference between the key markets , Secondary market, which is the main business district, the secondary business district, the audience is clear, how the consumer feedback, market share accounted for how the brand's reputation? How is the performance of the industry in the entire market? What are the competitive advantages of the company's products in the market? Such as macro-and micro-level analysis. 2, competitor analysis: the main competitors, potential competitors, what are the alternatives? What are their sales in a year, what their competitors have done, their competitive advantages, such as management, product, style, price, channel, advertisement, etc. Where are their weaknesses, where to find a breakthrough, what they want to do next, For in-depth analysis. 3, a blank market analysis: identify all the blank market, the blank market segmentation, which is the effective blank market, what is the blank market, which is the main blank market, what the secondary market, which gaps in the market to do with the brand Well, what should be the most effective and quick way to investment? 4, sales network analysis: the total number of existing sales outlets, the number of network coverage, how many stores, counters, outlets, bulk cargo points, respectively, what is the proportion? Number of stores and the number of one respectively, the number of props, generations of props in the entire sales network which accounted for. 5, sales data analysis: how much the entire network sales performance, the number of sales in various regions, prefecture-level cities is to find out the best quality stores, sales of the best regions, the annual sales quarter, quarter, month and week number of sales is much, This year and the same period last year, compared with the rate of increase is how much, the series, the proportion of total product sales is much, find the best sales of products, make good shop loss analysis. 6, Advertising Analysis: Which major media, TV, outdoor, magazines and other media have been put into operation throughout the year? How much, what proportion, what is the advertising coverage, what is the cost-effective, and what is the good effect. . 7, the promotion summary: the company to promote such as brand promotion activities, such as holiday promotions, new product marketing activities, Siqing, celebrations of major special events, public welfare activities and other forms of promotional activities done what, how effective is the sales volume is There is a direct pull, the brand awareness, value does not help, whether innovative activities, inadequate areas such as a full range of analysis. Second, the development of planning 1, the product: product design, grasp the trend this year, understand the product style, version type, fabric and other fashion elements to determine the main product, the overall concept of the product input, the designer's philosophy into the terminal Franchisee, continue to expand the product line width and depth, so that product line enriched. 2, the price: As the regional development is unbalanced, the price is more difficult to unify, but you can determine the regional leading price, the price discount can not be too low, it is possible to protect the price system in various regions to avoid the phenomenon of FALSIFYING; during the promotional activities, the same The implementation of a unified promotional price, as far as possible the province's uniform price sales. 3, channels: to determine the channel, clear channel focus on the channel of scientific management layout, formulate a series of incentive policies to stabilize the relationship between the members of the channel. To develop a detailed channel of the perfect plan, shop to change the shop, shop more than one, the image upgrade, investment and other blank market to develop appropriate policies. 4, promotion: do a good job in the new press conference every new conference, each conference must have new thematic information, carefully planned, high specification, flexible use of ordering skills, the development of effective incentive policies. Promote the promotion of new products in the promotion plan, such as: commercials, product manuals, POP, posters, posters and other production. In the terminal services to do a good job of specific implementation measures, product identification, product listing manuals, accessories and other ancillary services, sales training, display, after-sales service and so on. Make full use of the holidays in the promotion activities, a major festive day to do a good job throughout the year promotion plan. Plan some special activities in brand promotion, strengthen brand alliance, and hold some public welfare activities. 5. In terms of team building, we will continue to improve the organizational structure and improve the number of teams in the marketing department, planning department, customer department, warehousing and logistics department, personnel department and training department, clarify the work authority of each department and employee's job responsibilities, strengthen the team building and strengthen the routine Management: such as meeting management, performance analysis, report management, etc .; the introduction of good professional managers; strengthen communication with staff, to carry out a series of team activities, such as outdoor development, team training, birthday and so on. In short, the operation planning is the guiding ideology of the enterprise development. It is necessary to proceed from reality in all aspects and not make systematic planning for the enterprises through flexible application of scientific and reasonable methods of operation. (He Jun: clothing professional managers, QQ: TEL: blog URL: http://blog.sina.com.cn/victor5252)