文档介绍：营销策划中反策划实施研究
摘要
营销策划是市场营销学领域中新崛起的学科,已经成为企业经营发展的一种手段,是企业转动市场的魔力,在营销实战中占有十分重要的地位。目前为止,在现代营销实战中,我们所接触和研究的策划都是“正策划”,有正策划必有反策划。通过对反策划的研究,从而更加深入的了解营销策划的战略实施,同时为形成更加完善的反策划体系提供建设性的模板建议。在市场竞争中,为广大需求应对策划方案的客户解决问题,更加丰富营销策划活动的内容,为企业成功达到预期商业活动目标而努力。然而,我国的咨询服务业起步晚,相比较西方的发达国家来说,要走的路还很长,为企业提供长足的发展决策和策划经营战略,尚缺乏与时俱进的理论支持。
本文主要研究反策划的产生背景,系统构成以及具体的实施步骤和技术手段,论证反策划在整个营销策划活动中的实施效用,构建出切实可行的反策划方案。从企业,策划者以及政府的角度来分析在市场竞争下,反策划实施的必要和如何发展反策划技术,为市场经济下的大中小型企业提供智力支持,解决企业发展中所碰到的困难,从而实现节约资源,绿色营销,走“低碳经济”之路,对比正策划,直观地反应出反策划发展前景和应用领域。
因此,研究营销策划中反策划实施意义十分重大。在同国际营销实战中,更加丰富了我们的策划理论,更加深入的了解营销策划的战略实施,同时为形成更加完善的反策划体系提供建设性的模板建议。是我国的营销活动在和谐,有序的环境中实施的客观需要。
关键词:营销策划;反策划;技术手段;低碳经济
Anti-planing in the implementation of marketing planing
Abstract
Marketing planing is the filed of marketing emerging discipline,has e a means of business development,is turning the market’magic business,marketing plays an important role in far, in bat in modern marketing, we have contacted all the planning and research, "is planning", which is planning there must be anti-planning. Through the anti-planning study to more in-depth understanding of the strategic marketing planning implementation, at the same time develop a prehensive system of anti-planning template to provide constructive mendations. Competition in the market for the majority of demand response programs to customers planning to solve problems, enrich the content of marketing planning activities, in order to achieve the anticipated business activities, business ess goals. However, late start our consulting services, compared with Western developed countries, a long way to go, and provide rapid development of decision-making and planning of business strategy, is still a lack of theoretical support for the times.
   This paper studies the background of anti-planning, system configuration and the concrete implementation steps and techniques, demonstration against planned activities throughout the implementation of marketing planning effectiveness, build a viab