Entrepreneurial Marketing Planning Method

1, the marketing strategy in entrepreneurship should focus on the 4P issue, the first P is the product (product); the second P is the distribution (placement); the third P is the pricing (price); and the fourth P is the promotion (promotion).

The first P is to work hard on the product, including: first, we must accurately define the sales target of the product, whether it is sold to the manufacturer or the consumer, to divide it into the market level; secondly, we should distinguish the products from other manufacturers obviously, highlight their special characteristics; third, we should focus on promoting the characteristics and functions of the products; fourth, we should introduce the credibility, high quality, good brand and popularity of the products; fifth, we should seriously study what packaging and large size packaging products are used.

Sixth, we must do a good job in after-sales service and provide three guarantees. Finally, we should make a good strategy for future product development.

The second P is distribution. It refers to the work on the way from the factory to the customer's consumption. This includes: first, according to the characteristics of the product, the degree of control, and the profit margin, we decide which channel to distribute the products. Secondly, we should determine the geographical distribution of the products according to the distribution cost; third, decide the product inventory according to the turnover size and the turnover cost. Finally, we must carefully study and select the most efficient and economical mode of pportation.

The third P of a company is pricing, which means that the price of products should be cautious. First, we should consider the reasonable relationship between retail price and wholesale price; secondly, we should plan the strategy of product pricing, whether it is based on marginal cost, or on the principle of high or low price, or on the basis of small profits but quick turnover.

Third, we must determine the basic objectives: to maximize sales or maximize profits; fourth, to balance the reasonable proportion of visible value, cost and profit among the three products; fifth, to harmonize the relationship among product prices, market share, market size, product life cycle and market competition; sixth, we need to encourage the distribution channels, such as agency commission or proportional profit making; finally, we should try to establish market access barriers.

The fourth P is sales promotion. It refers to how to popularize products; first, to sell products, the first thing is to try to make the customers know about the products, and to arouse the customers' interest in the products; to try to let the customers try the products; to try to make the customers buy the products again; to try to cultivate the loyalty of the customers to the products; secondly, to confirm the way of promoting the products, that is, to promote the customers through advertising, or to sell the products to the distributors at a discount.

Third, we should consider using appropriate marketing methods; for example, advertising and publicity, we should select the media to determine the potential market coverage and coverage; only when the direct contact between supply and demand can be achieved, we can establish sales force, encourage distribution members, such as organizing sales volume competition, implementing purchase volume points, trying to divide production and marketing profits, holding product fairs, publicizing licensed production benefits, organizing storage exhibitions, etc.

Fourth, we should do a good job in publicizing and publicizing public relations. This framework can be used to open up a market for products or brands. When developing our own business plan, we should consider the following marketing issues: products, answer: what are the characteristics of their products; why are these characteristics attractive to target customers?

Who is the decision-maker of this product? Who will recommend this product?

What position are these people in their respective buyers' organizations?

What is the difference between buyer's decision maker and daily user's demand for products?

In order to distribute the products, we need to answer: how can we distribute our products to customers?

Why do we say this distribution channel is the most ideal for us and customers?

How much of the distribution process do we control?

Do you need to form a strategic partnership (especially consumer goods) to distribute your products or services to customers?

How much can customers pay for this product or service?

What kind of economic value can this product bring to customers?

How often do customers buy such products?

About sales promotion, we need to answer: how can potential customers find information about this product or service?

How can we persuade our customers to buy this product?

How long will the sales process last?

2 and business strategy mainly depend on the life cycle of innovative products. The life cycle of the product of the entrepreneurial team is different, and the customer characteristics, competition characteristics and key advantages are different, so the whole business strategy will change accordingly.

成長階段 導入期 成長初期 成長后期 成熟期 衰落期 　顧客特點 帶頭試用者占2.5% 　初期適用者占13.5% 早期隨大流者占34％ 后期隨大流者占34% 落伍消費者占16％ 　競爭特點 常為完全壟斷 新企業進入成壟斷競爭 對手之間競爭加劇 穩定的寡頭壟斷 收縮型寡頭壟斷 　競爭謀略 搶占先機 追隨領先企業進入 細分市場，專注經營 盛行模仿 　 　關鍵優勢 研究開發 市場開發 市場調研 較低成本 　 　主力產品 基本型 擴展型 特色型 擴產品系列 收產品系列 　產品價格 高價位 就高不就低，或薄利多銷 價格領先或價格大戰 　產品促銷　廣告目的 　其他手段 構筑主力需求 構筑特定需求 　灌輸產品作用 開發細分市場 引誘買主跳槽 　上門推銷 　 多方式促銷 　分銷渠道 專業商店、目錄商店 開發多種分銷渠道 大規模分銷 　盈利幅

The advantage lies in the production capacity, production capacity, distribution capability, customers' number of customers, and the target customers understand and try to expand their market share, increase profits, and increase revenue as much as possible.