策划讲定位,是其自身性质和任务所决定的。一个企业无论策划何种活动,它都有预定的实现目标,都必须围绕市场定位和总的目标要求科学有序地展开。撇开定位原则,忽略客观实际,随心所欲,不但枉花大量资源,影响策划功力的发挥,而且在一定程度上还有可能损害企业的形象(一个活动的策划,其实是企业素质的一次综合体现)。笔者所熟知的一家大型商场,地 Planning to position, is its own nature and mandate of the decision. No matter what kind of activities planned by an enterprise, it has a predetermined goal of realization, and all must focus on the market positioning and the overall goal of scientific and orderly development. Leaving aside the principle of positioning, neglecting objective reality and arbitrariness will not only cost a lot of resources, but also affect the ability of planning skills. To a certain extent, this may undermine the corporate image (an activity planning in fact is a comprehensive reflection of enterprise quality). I am familiar with a large shopping malls, and