He Jun: How To Write Operation Plan?

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First, current situation analysis

1, market analysis: from the provincial, prefecture level and county market information collection, collation and analysis, to distinguish what are key markets, secondary markets, which are major business circles, secondary business circles, whether the audience is clear, how consumers respond to feedback, how much market share, brand awareness, and how the industry performs in the whole market? What are the competitive advantages of the company's products in the market?

2, competitor analysis: what are the main competitors, potential competitors and substitutes? How many sales they have in a year, what their competitors have done, where their competitive advantages are, such as management, products, styles, prices, channels, advertisements, etc., where are their weak potential and finding a breakthrough? What do they want to do and carry out in-depth analysis?

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5, sales data analysis: how much is the total network sales performance, the number of sales in each regional and prefecture level city, find out the best sales area, the number of sales outlets in each year, quarter, month and week, and compare the increase and increase ratio between this year and the same period last year, and how much the proportion of each series and product occupies in the total sales volume, find out the best selling products, and do a good job in the analysis of the profit and loss of stores.

6, advertising analysis: what mainstream media have been put into the market all year round, how much the amount of TV, outdoor, magazines and other media has been put in, how much the proportion is, how much the advertising coverage is, what price performance ratio is high, what effect is good, and the analysis of advertising in recent years.

7, promotion and summary: the company promotes brand promotion activities, such as holiday promotion, new product promotion activities, celebrations, ceremonies, major events, public welfare activities, and other forms of promotional activities, what are the results, whether the sales volume is directly stimulated, whether the brand awareness and value are helpful, whether the activity is innovative or not, and so on.

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Two.

1, product aspect: in the aspect of product design, grasp the fashion trend this year, understand the fashion elements such as product style, edition type, fabric and so on, determine the main product, input the product concept as a whole, instilling the designer's idea into the terminal franchisee, expand the breadth and depth of the product line, and enrich the product series.

2, price: as regional development is unbalanced, price is difficult to be unified, but regional leading price can be determined. Price discount can not be too low. It can protect the price system of various regions and avoid the phenomenon of fleeing goods. During the promotional activities, it also implements a unified promotional price, and sells as much as possible.

3, channel: define the way of the channel, clarify the key points of the channel, scientifically manage the layout of the channel, formulate a series of incentive policies to stabilize the relationship among the channel members.

Formulate detailed and perfect plans for the channels, make small shops change to big stores, store more in one place, upgrade image, and attract merchants in the blank market.

4, promotion: do every new product launches in the new product launches. Every press conference must have new theme, new information, careful planning, high specification, flexible use of ordering skills, and effective incentive policies.

To promote the promotion of new products, such as advertising films, product manuals, POP, posters, posters and so on.

In the terminal service aspect, we should carry out specific implementation methods, such as product identification, product listing Handbook, accessories and other supporting materials, sales training, display and after-sale services.

We should make full use of holidays and major celebrations to promote sales promotion activities throughout the year.

In the field of brand promotion, we plan some special events, strengthen brand alliances, and organize more public welfare activities.

5, team building: constantly improve the organizational structure, improve the marketing department, planning department, customer department, warehouse logistics department, personnel department, training department and other team numbers, clear the Department's work permissions and staff responsibilities, strengthen team building, strengthen daily management: such as conference management, performance analysis, report management, etc., introduce excellent professional managers, strengthen communication with employees, carry out a series of team activities, such as outdoor development, team training, birthday party and so on.

In short, operation planning is the guiding ideology of enterprise development. It is necessary to proceed from reality, not to copy the information, to use the scientific and rational operation method flexibly, and make overall planning for the enterprise.