Company planning book

This article directory 1 company planning book 2 company planning book 3 company planning book first: company planning book

First, the activity target

This activity is the first collective entertainment activity organized by our new employees since they entered the company. It is hoped that through this party event, we will enhance the understanding between new employees in various departments and enhance the spirit of teamwork. The ability of aspects, such as organizational ability, performance ability and other aspects of quality, inspire everyone's creativity. The event is based on singing, with some competitive games interspersed in the middle, and certain material rewards for the winners of the game.

Second, the specific practices

August

XX is used as an activity advocate to carry out the prediction of the activity effect, formulate a draft of the activity plan, and send it to the General Manager for approval;

Count the list of people willing to participate in the event.

September 15

After the approval of the General Manager Office, prepare for the activities.

Purchase of game props and prizes;

Food to be eaten during the purchase;

Advance calls to book a-miss large rooms;

Contact the general manager of the company to arrange the dinner and car for the event staff.

September 16

17:00 Convene the event staff to go to the restaurant to eat;

17:30 Depart from the company on time and start activities after arriving at the destination.

22:00 The event is over and the staff will be returned.

Third, the game content

1, fools move mountains

Game props: billiards, thick straws, pots

The rules of the game: use the mouth to contain the suction pipe to inhale, move 10 billiard balls from the a basin to the b basin, a basin and b basin are 4 meters apart. The hands can not touch the ball during the movement, otherwise the foul is not counted, and it must be re-taken. The first to move 10 balls to win.

Number of participants: 2 people, arrange two groups.

2, "love" word competition

The rules of the game: The participants of the event are freely divided into two groups to compete in the song. Each person sings one sentence. The songs to be sung must have the word "love" and persist to the last party to win.

3, a pair of devil shoes

Game props: rubber shoes, a long, slippery, living little animal,

game rules:

Two performers: Produced by "natural appearance", each wearing a rubber shoe, one of them wearing a small animal in the shoes, two people wearing shoes and walking around the venue two times, and can not speak, to behave If nothing happened.

The rest of the staff: When the above two people walk, pay attention to the observation and color, and make a choice: "Who has shoes in the East?", the right to choose the reward. If more than half of the rewarded personnel, punish the performer to sing a song.

4, clip balloon

Game props: balloons

The rules of the game: The participants of the event are freely divided into two groups, each of whom is placed behind the back. From the first person, the first person and the body are caught by the balloon and passed to the next one, one by one, the first one passed. Win.

IV. Activity budget

1. Event venue: a-miss ktv big bag

54 yuan / hour before 20:00

After 20:00, 144 yuan / hour is expected to be less than 400 yuan.

2. Activity props and prizes: The prizes are controlled within 3 yuan/piece.

Item Name

unit price

Quantity

unit

Subtotal

pingpong

0.5

20

One

10

Just melon seeds

1

10

package

10

Lollipop

0.7

10

One

7

Good

3

6

package

18

chewing gum

2.5

6

One

15

total

Lu Zhenyuan

The straws required for the activity can be taken at the supermarket without buying.

3. Activity food:

Drinks, melon seeds, fruits, etc., are expected to cost 100 yuan.

Total budget for activities: 560 yuan

Part 2: Corporate Planning

Foreword

Through the preliminary analysis of the Runyeyuan project, we feel that this will be a very malleable project. Through professional marketing and planning operations, it not only reflects the strength and image of the developer, but also stands out in the small high-rise market. .

After a long period of market research, based on the background reflected by the market, combined with the experience accumulated by the company, we propose to make recommendations for market sales for your reference.

If you are fortunate to be your partner, you will be provided with a systematic and highly feasible marketing plan report based on specific information.

Zhongcheng Weiye Real Estate Marketing Management Co., Ltd.

table of Contents

First, the market background

Second, project analysis

Third, the project positioning

Fourth, the source location

Five, product recommendations

Sixth, the case strategy

Seven, advertising strategy

Eight, sales execution

Nine, company profile

X. Cooperation mode

First, the market background

The Jinan real estate market is becoming more and more standardized, and the overall situation is on the rise. In the process of market development, our company believes that it can be divided into two stages. The characteristics of the market components in each stage are as follows:

Prior to 1999, the stage of profiteering in passive sales:

Customer source characteristics: Focusing on high-income people, pursuing the display of identity and status. At this time, the market selection range is small, and customer purchases are bound to be blind.

Characteristics of the developer: The government's strength requirements for the development company are not strict, the strength of the developer is uneven, the traditional concept is severely bound, the customer psychology and market development characteristics are not valued, subjective development, pursuit of profiteering, no brand awareness, and extreme sales to professional sales organizations. Rejection.

Project characteristics: The product form is single, lacks features, does not pay attention to the overall planning, and has obvious regional characteristics.

Sales characteristics: no overall marketing ideas, blind pursuit of high profits, high pricing, and no effective performance and propaganda techniques, do not pay attention to the cultivation and establishment of brands.

After XX years, the transition phase of the oscillation to the norm

Characteristics of the source: The source level is wide, the demand is diversified, and the rationality in the purchase and consumption of real estate tends to be rational. At this time, retail consumption has gradually become the main force of the market.

Developer characteristics: Under the pressure of competition, developers actively seek new development concepts, gradually accept the concept of marketing planning, and the advanced concepts brought by professional sales talents also affect the developer's thinking, and begin to focus on customer demand, gradually Close to the route of production and sales. The brand awareness has been greatly enhanced. A large number of foreign-developed enterprises with strong strength and advanced ideas have focused on the good development prospects of the Jinan real estate market, and have successively seized the Jinan market. At the same time, due to the unified management of land resources by the government, land prices began to rise, and the development enterprises were forced to break out of the profiteering stage, and the profits became more reasonable. At this time, some small enterprises with weak financial strength, imperfect management and outdated development concepts will face severe tests.

Project characteristics: Diversified products, while still based on multiple layers, small high-level departments gradually recognize the market, and high-level also occupy a certain market share. The geographical restrictions have been gradually broken, the community planning has become more reasonable, the characteristics are distinct, and the quality of the community has been continuously improved.

Sales characteristics: the price tends to be reasonable, the market appears to be integrated, the marketing concept is gradually accepted by the market with the involvement of professional sales organizations, the personnel are becoming more professional, and the means of publicity are constantly being refurbished.

In the above market context, customers, markets and developers have undergone major changes:

1. Changes in customer demand

Customers who can withstand the price of 2,500 yuan / m2 or less have already changed from the simple pursuit of meeting the requirements of residence and engineering quality to the pursuit of comfort, safety and privacy.

For customers who can withstand the price of 2500-4000 yuan/m2, on the basis of pursuing the above requirements, they pay more attention to the personality, connotation and appreciation potential of the real estate, and the overall planning requirements for the community are stricter.

Customers who can withstand more than 4,000 yuan/m2 have improved their quality compared with the previous two customers. When choosing real estate, the most important thing is to enjoy, pursue a concept and connotation, and at the same time, the qualifications of the developer and the real estate. The popularity and community environment are also very important.

Part 3: Corporate Planning

1. Adhere to the market positioning and essential characteristics of modern fast food.

From the aspects of social demand, market positioning, service characteristics and development conditions and modes of fast food, fast food is different from dinner restaurants. The consumption motivation, market positioning and dining requirements of the two are obviously different, and there is a big difference. The characteristics of dinner restaurants are more to meet people's social and improved consumption; fast food is mainly to meet the basic dietary needs of people's lives, and the purpose of dining more reflects the basicity and perseverance of consumption. Modern fast food is fast-moving, convenient to eat, quality standards, simple service, balanced nutrition and low price. It is more manifested in the basic necessity of society, the popularity of consumption, the convenience and speed of service and the operating price. Low quality and beauty. Fast food enterprises must adhere to the market positioning and characteristics of the basic consumption of the masses in order to establish the market and demand value of fast food, in order to give play to the advantages of large demand capacity and wide market space. Due to the low-cost variety of services, relying on single stores and stores to survive less difficult, business development challenges are strong, so the development of fast-food enterprises can only survive and develop in pursuit of scale effect, must focus on economies of scale and The embodiment of scale advantage, while avoiding scale risks, and developing strong management and control capabilities.

2. Establish the goal of standardization, factoryization, scale and scientificization of modern fast food.

Faced with the challenges of the market, fast food enterprises must implement the development path of chain operation, and the chain scale operation needs to rely on the guarantee of standardization operation, factory distribution, large-scale operation and scientific management. The realization of standardized operation is the direction, the decisive and stable effect of quality can not be ignored, and the standard and stable control of variety and management are the premise of enterprise expansion and scale, in order to maintain the brand and get the recognition of consumers; moderate development in the early stage of development Standardization embodies the gradualization of standardization and can be established.

Centralized procurement and factory distribution in chain operation are the necessary choices for development. Adopting centralized product procurement and distribution is a necessary condition for reducing operating costs and ensuring the stability of business development. However, it is necessary to invest heavily and emphasize practical results; according to the current development status and mode of the enterprise, It is possible to adopt a path of establishing a central kitchen and entrusting suppliers to process and distribute, so as to prevent a burden on the development of the enterprise. At the same time, in the development and growth of enterprises, it is very important to play the role of industrial joint, scientific management system and scientific and technological connotation. It is a guarantee to support and maintain the scale development of enterprises. The establishment of scientific management system is a long-term effort, is a The process of accumulation is a process of practice, reference and creation.

3, market-oriented, and constantly develop and innovate.

The market is the main guiding and premise of enterprise development. Conducting market demand survey and accurate market positioning are the prerequisites for enterprises to establish themselves in the market and survive and develop. The trend of individualization, rationalization and segmentation of market consumption is becoming more and more prominent. Enterprises should be market-oriented, accept the test of the market, and maintain their own characteristics, differences, identity and expansion in the market. Market recognition and acceptance. With the changing characteristics of consumption and the changing forms of eating, the connotation and extension of fast food have been continuously expanded, and the business fields and industry forms are becoming more and more abundant. Enterprises should focus on innovation, pioneering and enterprising, keeping up with the market and guiding the market. They should not be too tempted to pursue a single and ideal model. Innovation should be the eternal pursuit and concept of the enterprise. Pioneering and innovating needs to be creatively developed and explored. Practice has proved that on the basis of adhering to the essential characteristics of fast food, it is necessary to combine its own conditions and market characteristics, pay attention to pioneering and innovation, and the idea and mode of fast food concept can not copy the dining restaurant, nor can it simply imitate and Completely imitate other companies, otherwise they will lose their self, lose the value of fast food and the value of the enterprise and market power.

4. Chain expansion should achieve a win-win situation based on its own conditions and strength.

The expansion of chain scale expansion is a gradual process and a long-term undertaking. It is necessary to determine the speed of enterprise development based on its own strength and conditions. Scale expansion should be based on the establishment of a strict and high-level chain management support system, with multi-party joint and industrial development as a way to continuously enrich the brand culture, promote brand strategy and talent strategy, and enhance the core competitiveness of enterprises. Brand control is guaranteed. Chain operation, especially the franchise chain operation must safeguard the common interests of the franchisees and the franchisees, and achieve a win-win effect; earnestly pay attention to the establishment of credit integrity, scientific management system and service capacity improvement, and contract legal issues to ensure that enterprises must do first Excellent and strong can last for a long time, ensure the expansion of brand culture value and play a scale effect, and promote the healthy and standardized development of chain operation.

5. The franchise chain should develop together with the direct chain and focus on regional promotion.

The franchise chain operation is more challenging and risky. It is difficult to guarantee the stability and long-term stability of the enterprise. The franchise chain can do it, but it needs the model demonstration role of the direct chain, and the direct chain and the franchise chain should be the relationship of strategic partners. In the development of enterprises from one region to another and the national market, it is necessary to promote the combination and regional promotion. The single and simple franchise expansion mode and the leaping promotion of the region often lead to weak control, management difficulties and loss of consideration. It is also difficult to improve system services and chain capabilities. It is difficult to establish solid demonstration and support guarantees, and the mistakes and long-term development of corporate brands will be affected by joining mistakes.

6. To achieve economies of scale, it is necessary to invest heavily, and low-cost expansion is necessary.

Over the years, how to solve the problems of input and output, investment and return, and survival and development has been plaguing us and has been testing us. In practice, due to the influence of social economic development and consumption level, the pursuit of cheap and good quality makes the profit return of the enterprise small and the development is restricted. Nowadays, the value concept of value for money and value for money has raised a higher challenge. The contradiction between simple and rapid development of fast food enterprises, low price positioning and high investment is still outstanding.

High investment and low returns have caused us to be in trouble. In the early stage of enterprise development, capital shortage and capital accumulation, the path of low-cost expansion is necessary and feasible to avoid large-scale investment risks and cannot be ignored. At the same time, low-cost expansion does not mean absolute low investment. When conditions permit, it can also reduce operating costs and increase competitiveness through scale investment. In short, enterprises need to be pragmatic and progressive, they must adopt quantitative input, and must overcome blind impulses; development needs survival, expansion requires conditions, continuous improvement and improvement in development, and steady expansion and development.

7. The role of talent is the key to determining the development of an enterprise.

In the development of enterprises, the role of professional talents is becoming more and more prominent. It is imperative to cultivate talents, introduce talents and establish a talent cultivation mechanism. It is necessary to combine self-introduction and self-cultivation, establish self-cultivation as the mainstay, improve the human resource system of the enterprise, gradually establish the internal training system of the enterprise, and form the transportation function of talents. This is an important foundation to support the development of the enterprise. At the same time, it is necessary to enhance the on-the-job training, continuously improve the quality and professional level of employees, and enable employees to grow together with the company to ensure the urgent development of the company.

8. In the process of development, it is necessary to form synergy and play a scale effect.

It is necessary to strengthen the work of industry guidance, policy environment, information exchange, consulting services and maintenance of industry interests, and play the role of organization, coordination and service platform of the industry to solve problems that cannot be solved by a single enterprise and to create fast food development. Big market and big environment. To solve the problem of deep-rooted bottlenecks such as market environment, technology development, talent cultivation, technology development, management system construction and resource benefit sharing, it is necessary for enterprises to jointly cultivate development space, strengthen enterprise linkage effects and group advantages, and form synergy. Create good business conditions, share scale advantages and effects, and jointly promote the prosperity and development of the industry.

The development trend and countermeasures of China's fast food industry After more than ten years of development and practice, China's fast food has experienced the development stage of external excitement, perceptual exploration and rational accumulation, and has gone through a difficult journey, indomitable and courageous journey, and wrote a song. The chapter of endeavor. Looking into the future, as China's per capita GDP exceeds US$1,000 and moves at an annual rate of 7-8% to the goal of a comprehensive well-off society with a per capita GDP of US$3,000, the economic system and growth mode continue to improve, and industrialization, urbanization and modernization processes Increasingly accelerating, stable social and economic development and people's living standards continue to improve, which will make the development environment and conditions of the fast food industry more mature, market demand will be further enhanced, and the development prospects of China's fast food industry will be broader.

1. Consumer demand is becoming more diversified, and the trend of diversification, segmentation and personalization of fast food needs to be strengthened.

Meeting the needs of migrants, group meals and home kitchens is the three major service areas and spaces for the catering industry, and is also the main component of the demand for the fast food market. With the diversification of the catering and consumer market, demand will be more individualized and featured, and market competition will become more intense. The development of the fast food industry will be diversified, market segmentation and individualized. Fast food enterprises should base themselves on market demand, open up business areas and innovative development models, and seek greater development space. From the perspective of foreign fast food market, the market is divided into small, enterprise forms, the characteristics of storefronts are outstanding, the varieties are concise, and the characteristics of individuality are worthy of reference. Under the premise of clear market positioning, enterprises should determine the main brand varieties and unique business styles, and highlight their distinct personalities in terms of enterprise model, variety selection, management style and development characteristics, avoiding simplicity and similarity to form a market. The value and characteristics of the company form the basis of the corporate culture brand. At the same time as the development of fast food restaurants, the group feeding, food delivery, breakfast and fast food processing markets will flourish. Although they are still in the early stages of development, they still face problems such as scale of operation, mode of operation, industry norms and policy environment. The potential is huge, the vitality is strong, and the prospects are broad. By gradually forming scale development and characteristic management, and improving the level of convenience, variety, individuality, quality, nutrition and management, the fast food industry in China has been continuously developed and expanded.

2. The development model of miniaturization and simplification has great potential, and the path of “small, specialized and multi-purpose” should be emphasized and advocated.

The characteristics of fast-food consumption based on mass consumption and the trend of diversification, segmentation and individualization require enterprises to adapt to the choice of development mode, focusing on the development of small stores, and taking “small, specialized and multi-store” stores. The development of the road, the miniaturization of the store and the simplification of the model have market potential and promotion value. Dedicated to professionalism, persistence in expertise can be developed in depth, and simplification is the premise of standardization. The size of the store should be determined according to the local market and the source of customers, but the overall saturation of the market is getting bigger and bigger. In the reality of dense shops and scattered consumption, if the store is too large, the variety and decoration are expensive, it often leads to business. The cost increase, the difficulty of management, the complicated operation control and the slow return on investment are not consistent with the characteristics of fast food. The miniaturization and simplification of the store mode can reduce the difficulty and pressure of development, design, site selection and investment, increase the reproducibility of the store, and also highlight the characteristics, personality and style of the fast food, convenient site selection and large room for opening. Adapt to the needs of regional passenger flow, better avoid or reduce the pressure and risk caused by the extensive, large and comprehensive business operations.

The simplification and miniaturization model requires the guarantee of scale and standardization, and the requirements for quality standard control and centralized procurement and distribution are higher. The main way for enterprises to reduce per capita consumption is to ensure the profitability of the chain. The on-site processing of the varieties is fast, the quality of the products is excellent, and the processing is mainly based on the finished products and semi-finished products. The development of product standardization technology is high. The ability to concentrate on processing and distribution is strong, so that on-site processing pressure and risk can be reduced, making it feasible to select a single store site. At the same time, large-scale fast food restaurants to compensate for the problem of low cost and profit, to win better services and greater benefits, we must gradually enhance and explore the combination of light meals, leisure, and increase flexibility to meet the individual needs of consumption. In the process of development, enterprises should not be too tempted to pursue a single fixed model and self-ideal model. They should be closer to the market, grasp the essence, focus on innovation, and forge ahead, so as to make new breakthroughs and progress in the development of Chinese fast food enterprises.

3, the brand enterprise continues to grow and develop, the chain management advancement should be guarded against rushing. In the development of modern fast food, the demonstration role of brand enterprises is very important and key.

With the strengthening and improvement of internal accumulation, the pace and speed of the development of representative enterprises will continue to accelerate, the chain expansion will gradually develop, the number of chain management outlets will increase, the strength will be strengthened, the support capacity and system construction will be strengthened, and the scale efficiency and standardization level will be improved. The cultural characteristics are more prominent and the quality of development continues to improve. The development of Chinese-style fast food is our current top priority. The chain development of Chinese-style brand enterprises is very large, but to prevent the rapid development and short-term behavior of enterprises, we must formulate development strategies and steps according to our own conditions, pursue careers and long-term, and pay attention to pragmatic progress. In order to achieve steady and rapid development. From a nationwide perspective, we must give certain attention, support and cultivation to Chinese fast-food enterprises with faster development and better foundation, mobilize various forces, give priority to solving and support the problems that restrict enterprise development, and create favorable ones. Conditions, accelerate the rapid and healthy growth of backbone fast food brand enterprises, to promote the development of the industry.

4. The professional talent team is gradually expanding. The development of the fast food industry should focus on theoretical orientation, technology support and industry promotion.

The development of the industry will surely emerge and absorb more talents. The professional manager team in the fast food industry will gradually form and provide a strong guarantee for the development of the industry. At the same time, the development of material conditions in the industry is becoming more and more perfect, providing more favorable foundation support for the development of the industry, which will promote the fast-food industry in China to enter a period of rapid development. The improvement of education, training, theoretical research, and the level of scientific and technological development, and the close grafting of related industrial chains have further accelerated the pace of development of Chinese fast food production specialization, business intensification, enterprise scale, service socialization and industrial integration. It is necessary to further promote the renewal and development of traditional cooking technology in China, pay attention to the research and development of specialized equipment suitable for fast food production process, accelerate the theoretical level, technology application and industrialization process, improve the scientific and technological content and quality level of the fast food industry, and enable the development of fast food. On a new step.

5. The pace of mutual learning and integration between Chinese and Western fast food and fast food at home and abroad has accelerated.

The development of Chinese fast food needs to learn from the management system and operation mode of Western fast food to solve the problems of concept innovation, weak foundation, lack of talents and economies of scale. Western-style fast food has achieved rapid development in China by virtue of its concepts, capital, talents and management. However, in the future, the development of Western-style and overseas fast food should be integrated into the Chinese soil, absorbing new Chinese varieties, technologies and innovative development nutrients. To overcome the problem of not being deep and unacceptable. Chinese and foreign fast foods together constitute the Chinese fast food market. Although there is competition and short-term communication between the two, there are still differences in market positioning and development space, and each has relative development space. In the future, the development of Chinese and foreign fast food enterprises should form a situation of mutual learning and integration, and jointly progress and develop, especially with the continuous development and growth of Chinese fast food enterprises, it will certainly be in the development of foreign capital, talent introduction and internationalization process. As a result, the pace of transformation, restructuring and upgrading of Chinese fast food enterprises will be further promoted to enhance the overall development level of modern fast food.

6. Strengthen the role of industry organizations and promote the pace of industry norms and service platforms.

Through the joint role of industry organizations, social institutions and fast food enterprises, the degree of social organization of China's fast food industry will increase rapidly, and the pace of enterprise alliance will accelerate, so as to form an in-depth cooperation between the effective mechanism of industry operation and the joint linkage of relevant industry chains. To form the collective capacity required for socialized large-scale production, to provide support and guarantee for the development of the industry. Industry associations should improve the representation of the industry, pay attention to maintaining the interests of the industry and enterprises, highlight service awareness, improve the service, cohesiveness and centripetal force of member companies, and be in the aspects of industry organization, policy environment, standard rules, information services and communication guidance. Create a good business environment and development conditions, improve industry standards and norms, support and promote joint interaction between enterprises and the construction of service platforms. Through the continuous strengthening and improvement of industry standards and service capabilities, we will give full play to the comprehensive scale advantages of joint enterprise interaction, and from the common goals and common interests of enterprises, better solve common problems that enterprises cannot solve alone, share scale benefits, and seek enterprises. Develop together. Only by playing the role of industry organization and service, promoting the standardization development level, improving the scale effect of enterprises, combining social resources and forming industry synergies, can we create good development service conditions and actively promote the progress and development of China's fast food chain industry.