Recently saw this a problem, a lot of people on the event planning, marketing planning, brand planning, full planning, copywriting and marketing planning, brand planning are silly not to distinguish, want to transition do not know how to transition should have what ability to share this issue ~ problem 1: silly can not distinguish between event planning, marketing planning, brand planning, full planning, copywriting and marketing planning, brand planning Above the issue of each conceptual purpose is not the same, first of all, we first understand what is the meaning of these contents? Activity planning activity planning is to increase market share of effective behavior, an executable, operable, creative and outstanding activity planning, can effectively enhance the visibility of enterprises and brand reputation. Activity planning is relative to the market planning, strictly speaking, they belong to the same market planning brother branch, activity planning, market planning is complementary, interlinked. Market planning and activity planning belongs to the enterprise's overall marketing ideas, only in the brand planning under the premise of perfect market planning and activity planning both holistic and continuity, and only in this way, can effectively enable the audience to understand the cultural connotation of a brand. Marketing planning marketing planning is based on the marketing objectives of the enterprise, through the enterprise design and planning of enterprise products, services, ideas, prices, channels, promotions, so as to achieve individual and organizational exchange process behavior. To meet consumer needs and desires as the core. Marketing planning is divided into four aspects of marketing planning market segmentation, product innovation, marketing strategy design and marketing mix 4P tactics (portfolio). The first to determine the marketing concept, followed by planning based on the marketing concept. Brand planning brand planning (Brandplanning) is a deep expression: brand planning is to make the corporate image and product brand in the minds of consumers to form a personalized distinction, and to make consumers and corporate brand and product brand to form a unified value, so as to establish their own brand sound. A brand is an intangible asset that brings a premium and value-added to its owner, and is carried by a name, term, symbol, mark or design and its combination that distinguishes it from other competitors' products or services. The source of value added comes from the impression formed in the consumer's mind about its carrier. A deeper expression is that a brand is called a brand only if it can do so by word of mouth. Total PlanningTotal Planning refers to a series of business strategies and tactics based on the internal and external environment of an enterprise and the deployment of resources and funds, with the enterprise as the core. The full planning of the full-case planning is known as corporate planning, is the internal and external enterprises to carry out a full range of systematic planning, including both strategic and tactical; both internal management system construction and optimization (brand positioning, organizational structure, human resources strategy, spiritual and cultural orientation, etc.), but also includes the enterprise's external market expansion strategy and development strategy (customer orientation, market positioning, marketing strategy, etc.). ). Copywriting planning copywriter generally refers to the advertising agency or corporate planning department engaged in the written work of the profession. That is, advertising copywriter, mainly responsible for the text writing and text creative work in advertising. Including the title, body, slogan writing and the choice of advertising image with. Planning is based on reality, to win the scientific process of creativity, through which the process of predicting the development trend of things, capture opportunities, integrate a variety of resources, and develop an optimal program that can be implemented in order to effectively achieve the goals set. It refers to the process of managing, operating, skillfully processing or manipulating market information; the process of planning, brewing, deciding and applying strategies to the market. It is a systematic work with its own unique mode of operation. Marketing planning first look at the marketing planning job responsibilities: 1, responsible for product marketing activities planning and promotion, planning online and offline marketing activities, publicity, including but not limited to soft text, short video, online live, offline large-scale meetings, salons, etc. 2, planning and leading the organization of the product after-sales accompanied by a series of activities, with the power of professionalism, accompanied by the customer to enhance the customer stickiness. 3, participate in promoting the company's product branding. Develop brand management, market communication, promotion strategy.4, around the marketing plan, responsible for completing all kinds of marketing materials, including but not limited to product leaflets, roadshow PPT, marketing speech, all kinds of creative output, etc.5, participate in the planning, writing and placement of media release content.6, other marketing-related work accounted for by the departmental leadership. Brand planning brand planning is corporate brand planning, brand planning (planningbrand) refers to people in order to achieve a particular goal, with the help of certain scientific methods and art, for decision-making, planning and conceptualization, design, production planning program process. Deep expression of brand planning is to make corporate brand or product brand in the minds of consumers to form a personalized distinction, and make consumers and corporate brand or product brand to form a unified value, so as to establish their own brand sound. Brand planning value can make the enterprise has not yet entered the market before the market demand to make the correct judgment, effectively preventing the enterprise incorrect operation of the input caused by huge economic losses, for the brand into the market to provide the basis for the success of the guarantee. Brand planning job responsibilities: 1, industry and rivalry analysis: enterprises in the establishment of the brand must understand their own competitors, and to analyze the performance of the entire industry in the market; 2, market analysis: from the characteristics of the market to find the positioning of the brand, in a full understanding of the characteristics of the industry, the business environment, the consumer's cognition on the basis of the extension of the communication strategy and other aspects of the information; 3, brand building: the enterprise Need to develop the market in the early stages of the completion of the brand name, brand description, brand slogan, brand pattern expression and brand story design content; 4, conceptualization of communication methods: through such as the establishment of multi-terminal can be presented on the adaptive website or the use of video marketing and other means of communication, the core benefits of the brand to bring the customer, but also through the brand marketing planning to let customers understand that the enterprise has always been to the core of the needs of the customers Values; 5, consumer analysis, make a brand promise: stand in the customer's point of view to consider the problem, you can understand the psychological feelings of the audience of brand marketing, the brand and product users combined, for both enterprises and consumers to bring value. Question 2: If you want to want to start the transition from event planning, getting stronger should be a process like what? How long? We will take activity planning as an example of transition to brand planning positions, first of all, from a job site to download these two job requirements activity planning job description: 1, according to the company's direction and strategy, in the various market nodes planning and landing in line with the tone of the snow field and by the clientele welcome market activities; 2, according to the company's event planning, planning and landing a series of mass skiing events; 3, according to the market hotspots, planning and linkage between the various According to the market hotspot, plan and linkage of various brands, rights replacement and other light atmosphere activities; 4, control the quality of the activities landing, control material design, production, activity implementation of the quality and progress; 5, control and reasonable allocation of market activities such as budgets and costs. Brand planning job description: 1, develop brand building strategy and positioning strategy, build brand VI, MI, CI system; 2, responsible for the management of brand planning, promotion of content output and material library integration and coordination work; 3, supervise the departmental staff to ensure the quality and quantity, on time to complete the company's arrangements for the various brand planning work, organized publicity content output, branding activities before, during and after the landing of work 4, the development of digital marketing plan, promotion and dissemination plan, the development of business cooperation plan, media cooperation plan; to create a self-media matrix, the implementation of self-media account management, operation and maintenance; 5, through the big data and other scientific tools, customer CRM data management and analysis; 6, the company, departmental culture, the establishment of the establishment of the construction and promotion, the implementation of corporate culture. What do you see from the above? Activity planning has the ability to include the development of activity content, activity implementation is simple more at the level of marketing implementation, and brand planning needs to have the ability to include: strategy, management, marketing planning, and corporate culture management and other capabilities. The gap is clear at a glance, how long to learn will be these knowledge, each person's ability to learn different time spent is also different, want to improve their own words but also more effort. Question 3: Planning should pay attention to what? Can use those thinking tools and analysis tools (including models and various types of websites and APP)? The purpose of planning is different, pay attention to the realization is not the same, this needs to be based on the situation, such as his offline activities, we must pay attention to the safety of personnel, fire safety, etc., online activities to ensure that the activities to be true, fair and so on. Planning tools are also many: such as marketing planning model, 4P, 4C, 4I theory, 3C model, SWOT analysis method. Learning sites include: Plum Blossom Network, everyone is a product manager, copywriting dog, advertising door, etc. Question 4: Is there a book that can be recommended? Activity Planning", "brand management", "McKinsey problem solving method", "super copywriter". Question 5: All kinds of planning usually pay attention to the accumulation of what kind of material? 1, excellent copywriting 2, excellent cases 3, pay more attention to hot spots 4, look at the industry report 6, look at more planning articles 。。。。。。。。 In short, is to see more, listen more, think more~