英文:
The principle of marketing planning
Marketing plan, referred to as planning, policy, objectives, strategies and implementation of corporate marketing behavior within a certain time pre-designed program based on an accurate analysis of the enterprise, the external environment, and effective use of busine management resources and planning.
The marketing plan is the wisdom behavior of modern enterprise to adapt to the market, to control the market and win market.The marketing planning is the result of the development of the traditional planning activities, unique in all kinds of modern planning behavior.Succeful marketing plan requires planners to effectively follow the principles of marketing planning.
The marketing planning principle is the understanding of the law has a rational significance and behavior marketing planning activities through scientific summary form.Marketing planning principles include: integration principle, oriented-human resources principle, the difference principle and performance principle.
Integration principle planners from a whole to a collection of dynamic, hierarchical view of the various elements in the planning to co-ordinate together to form a whole unique.The
integration principle also emphasized planning some other combination of object, such as a combination of the main attached, similar combination, in turn, can bring inspiration to other corporate functions combination.
The people of this principle based marketing planning of human resources, driven by the enthusiasm of the staff, and tap the creativity of employees, and thus create value for the enterprise.This requires planners to take into account in the planning proce to consider both employees and consumers, with the interests of consumers of their own development, social development, ecological development unify and achieve sustainable development.
Difference principle planning at different times, for different themes in different contexts make different choices.Marketing plan no fixed pattern, you can not disregard the changing circumstances, mechanically, not a planning program is universal, and should be targeted.Said the difference here is innovation.Only real specialty things in order to attract consumers, bring selling point.
Performance principle is planning activities, cost control as the core, the pursuit of the double benefits of the enterprise itself and planning behavior.Simply put, the marketing plan have to bring
benefits for the enterprise, effective enterprise survive lies, marketing planning efficiency to the enterprise, then the plan is a failure, even it is not nece
The four principles of marketing planning is closely related with three elements of the marketing plan.The three elements of planning: new ideas, a clear direction consistent with the busine goals, human, financial, and material resources to achieve the poibility.A complete marketing plan must have three elements.First of all, to have new ideas, and this difference principle echoes, that is to say, the marketing plan must be innovative, creative, the stale monotony things will not attract consumers.Secondly, the marketing plan must be consistent with the objectives of the enterprise, not the deviation or run counter to, otherwise, this planning is not suitable for the enterprise itself, of course, will not be achieved gratifying results, it is also a principle consistent marketing plan.Finally, is the emphasis from the reality of the planning program, the realization of the strategic objectives of planning is built on the basis of the companies have the manpower, material resources, not be too ambitious, ambitious, as it is difficult to achieve the stated objectives.
A succeful planning program must have three elements
mentioned above, and follow the four principles of fundamental planning.译文:
营销策划的原理
营销策划，简称策划，是指在对企业内、外部环境进行准确分析，并有效运用企业经营管理资源的基础上，对一定时间内的企业营销行为的方针、目标、战略及实施方案的预先设计和规划。
营销策划是现代企业适应市场、驾驭市场和赢得市场的智慧行为。营销策划是传统策划行为发展的结果，在现代各类策划行为中别具一格。成功的营销策划，要求策划者切实地遵循营销策划的原理。
营销策划的原理是指营销策划活动中通过科学总结而形成的具有理性指导意义和行为规律性的认识。营销策划的原理包括：整合原理、人本原理、差异原理和绩效原理。 整合原理是指策划者要从整体出发，以集合的、动态的、层次性的观点将策划中的各个要素统筹起来，形成独具特色的一个整体。整合原理还同时强调了策划对象的一些其他组合，如主附组合、同类组合等，进而可以给企业的其他职能组合带来灵感。
人本原理是指营销策划以人力资源为本，带动员工的积极性、挖掘员工的创造性，进而为企业创造价值。这就要求策划者在策划过程中要兼顾员工和消费者两方面考虑，企业自身发展同消费者利益、社会发展、生态发展统一起来，实现可持续发展。
差异原理是指策划在不同时期、针对不同主题，在不同环境下作出不同的选择。营销策划没有固定的模式，不能刻舟求剑、生搬硬套，没有一套策划方案是可以通用的，而要有针对性地进行。这里所说的差异就是创新。只有真正有特色东西才能吸引消费者，带来卖点。 绩效原理是指策划活动中，以成本控制为核心，追求企业本身与策划行为本身的双重效益。简单地说，营销策划必须得为企业带来效益，效益是企业维持生存的根本所在，如果营销策划没有给企业提高效益，那么这个策划就是失败的，甚至是没有必要的。
营销策划的四个原理是跟营销策划的三个要素紧密相关的。策划的三要素是：崭新的创意，与企业目标一致的明确方向，人、财、物资源实现的可能性。一个完整的营销策划必须具备这三个要素。首先，拥有崭新的创意，这一点与差异原理相呼应，就是说，营销策划必须新颖，有创意，那些陈旧的，千篇1律的东西是不会吸引消费者的。其次，营销策划必须与企业的目标一致，不能出现偏差或背道而驰，否则，这个策划就是不适合企业自身的，当然也不会取得可喜的成果，这一点也是与营销策划原理一致的。最后，就是强调了策划方案要从现实出发，策划的战略目标的实现是建立在企业已有的人力、物力资源的基础上的，不能目标过高，好高骛远，那样是难以实现既定目标的。
一个成功的策划方案必须具备上述的三个要素，并且遵循四个原理，这是策划的根本。
