执行成就策划之旅

[Michael]

如果我们将策划简单比喻成是天使的时装，那么，接下来与之相对应执行如同是普通人的衣裳。天使的时装再美丽，那只是产生在虚幻的世界中，无法普及；而普通人的衣服毕竟需要更多落地踏实的人穿到身上，而不是天使。普通凡人不可能将天使的时装穿着到处游逛，那样会显得是如此的不合时宜和不相匹配。

就象许多策划人在策划时喜欢采取大手笔、大运作的策划一样，他们一出手就可能要搞得仿佛有“惊天地、泣鬼神”。策划的创意非常好，策划方案也写得相当诱人，使听者听了热血沸腾，而真正的执行人员去做时，却傻眼了——根本无法执行或不知如何执行。将策划案实施执行到企业的营销或管理活动中时，就会漏洞百出，这些大策划执行时就会使执行人员显得力不从心；或者是策划案中所提出的活动与措施成本过高，花费太大，如果执行有可能得不偿失。

这在营销策划中显现的尤为突出。我们说，所谓营销策划，是指在营销原理的正确指导下，对将开展的营销活动进行创造性的谋划，并设计出营销活动方案的脑力劳动过程。策划方案活动设计的合不合理就在于能不能执行，执行所能达到的百分比是多少。往往造成的结果是策划与执行之间有着很大的差距，差距可能导致执行率很低而使策划案是失败的情况很容易产生。

企业的营销活动是从营销策划到营销执行，最后到营销目标实现的一个完整过程。其中包括对将开展的营销活动进行创造性的谋划；采取各种有效措施去协调各方面力量，努力实现目标。对企业实施的一系列营销行为进行检查，评价；密切注视环境的变动趋势，迅速而准确地反馈相关信息，根据事实进行判断，并随时采取措施进行调整，以保证最终营销目标的实现。因此，企业通过对营销策划活动的是否能够执行，执行到位达到多少来衡量企业的目标达到多少。尽可能地把握与推动执行行为进行下去，与变化多端的市场相适应。

由于营销策划有策略、对策、筹划、出主意、想办法、出谋划策之意，本质上是一种利用脑力的理性行为；是针对未来要发生的事情做出当前的决策。而这些策略、对策、筹划以及决策需要广泛的知识积累和经验运用。而一旦策划的决策由于对企业与市场及营销认识不清或理解不透，就很容易使策划产生偏差，其结果是根本无法执行或执行率很低，使执行成为“美丽的谎言”。

执行就是去做，按照策划的方法、措施及活动过程的整合后知道怎么去做，而这之前是需要策划找出事物的因果关系，衡量未来可采取的途径，作为当前决策的依据，亦即策划是预先决定做什么，如何做，何时做，谁来做，即WHAT、HOW、WHO”正确合理的运用。

策划主要是针对执行而言的，实际上在很早时就存在。尤其是过去战争时期的谋士或军师等一类的称呼，其类型也恰是现在的策划，两者相对的目标受众不同而已。可对于过于的战争的谋划更需要的是一种充分的执行，让官兵领会这种计谋的意图是什么则更是决定一个军队、一场战争，甚至是一个国家命运的关键。

营销的策划与执行过程就相当于一场场商战，商场并不亚于战场，有时候市场上的争夺与较量也是你死我活的。竞争双方的成败荣辱并不完全取决双方的实力差距，而取决于双方在营销战略策划上的智慧与胆略以及有效到位的执行上。

从营销活动的全过程看，营销策划处于营销调查研究之后和营销实务运行之前的关键环节，起着承上启下的核心作用。(globrand.com)执行的到位不到位在于对策划中资料与数据掌握的是否详实，方法与措施运用的是否得当，人员分工是不是很合理。

行业竞争愈加激烈的今天，企业的发展完全不能以为客户做出好的产品为全部的思想。市场发展越快，越需要一些超常规的策划作为企业发展的依托，而执行的到位率也是一个硬性指标，这可以使我们将策划与执行概括为：“WHAT”到“HOW”的转型。

鉴于以上说的一些，大家应该不难理解从“WHAT”到“HOW”的基本意思，也就是说企业中的营销策划企业发展的重点是“如何去做”，而不仅仅是“做成什么”。并且需要让你的执行人员、员工、客户以及你的竞争对手们都知道你要“如何去做”。

市场中同质化产品多如牛毛，就看你的操作模式有什么可以吸引到客户，占领市场。说到这里我想到以前看过的一句话：“只有破产的企业，没有破产的行业”。也就是说再难发展的行业，也只是暂时性的，只是这个行业里的企业都没能去选择正确企业策划推广的操作模式，或者选择了正确的策划推广模式，因为执行的疏忽、偏差和不到位，而无法使企业和营销走出难关。

所以，策划是执行的前提，而执行是策划的保证，策划之旅的过程需要执行去成就，再优秀和完美的策划需要执行去成就。作为一名策划人，有时往往在做策划时请多留给执行那么一点点放大与收紧的空间，如果那样，执行会成就你的策划走进另一个广阔天地。

[vwxy434]

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In a long way, our society is progressing and the human is also developing. If winter comes, can spring be far behind? We can not be taken in by those who shouted that "winter is hard to live". Otherwise we will be the substitutes of these people. Anyhow, I believe that so long as we can take some proper measures, we are sure to get through this depressed period. So long as we can persist in, a bright future will be drawing near. Who can run first in the winter, who can run faster.2. To save money. It's known to all that if we want to be able to survive in this harsh winter for a longer time, we have to try our best to save every penny. Here I would like to recommend Some suggestions for all my fellows.A. Reduction of personnel is not a wise way for saving money. I find that this way is always the first choice for most managers of foreign trade company. I do think this is quite irresponsible to our employees. These employees have done a lot of contributions and paid their sweat and toil for both the bosses and our companies. While now they are dismissed by our bosses when there's a financial crisis. I think this is not only irresponsible to our employees, but also irresponsible to our society.B. To own less "girlfriends" for most bosses. Most of the bosses usually affiliate with many girls except their own wife. And they always spend more time with these girls than to the employees in their company. My friend, the person who shares the burden and works with you at the moment is the one who sitting beside the computer and now still trying to explore new clients for you. (This suggestion is for some bosses who have a special habit.)C. To be care of the "tragedies of preventing winter" from the internet. The person who said that "winter is coming" or those who shouted that they can help you to "live through the winter" are usually the one who intended to get through by your money. 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You will feel suppressed if to face real consumers when you have used to foreign trade business.B. Do not develop emerging markets randomly. We all know that the cost for developing of a new customer is much higher than the cost of maintaining old customers. Your own products in the current foreign market have not yet done so deep penetration, it will cost more to develop new market while you are lack of money. Furthermore, financial crisis is global and its impact is widespread. Thus I would like to recommend that it's better to develop deeper and thorough in the existing market. Also we can try to build business relations with second-class distributors from abroad. We can find these customers through a lot of these foreign industry associations or whole-sale websites.