Since the early 1990s, "planning" has become a popular trend in China, with countless elites and figures promoting the growth of this industry. From its nascent state to becoming a profession and position, from early research to the current large number of practitioners (as seen on recruitment websites like those in Bayannaoer and Chifeng in Inner Mongolia), planning has become a hot term and a competitive career. Some even say "every word refers to planning." As a latecomer in the planning industry, I have organized the growth of the entire Chinese planning industry, which has experienced phases such as the "idea craze," "advertising craze," "CI craze," "marketing craze," and "event craze." Throughout this process, the following works and figures have influenced and promoted the growth of the Chinese planning industry.
In terms of publications, representative works that have influenced the Chinese planning industry include: He Yang's "King of Ideas," Wang Li's "Enbo Zhiye," Wang Zhigang's "Success Lies in People" and "Planning Storm," Zhu Yutong's "Exposing an Advertiser's Tricks," Chen Fang's "Planning Science" and "Cultural Planning Science," Ye Maozhong's "Looking Back at Planning" and "Advertiser's Notes," Zhao Qiang's "Who is Foolish," Yu Mingyang's "Brand Science," Kong Fanren's "A Planner's Soliloquy," Li Guangdou's "The Profession Second Only to President," Lei Ming's "Top Planning."
In terms of media, the main outlets that have promoted the Chinese planning industry include: "China Business News," "Advertising Guide," "Sales and Market," "Mentor," "Success," "Enterprise Research," "Successful Marketing," "South Wind Window," "Enterprise Sales," "People's Daily Market News," "Overseas Edition of the People's Daily," "Economic Daily," "New Marketing," "China Advertising."
In terms of representative figures in the corporate world, important representatives include: Vice President of Little Swan Xu Yuan, Chairman of Mengniu Group Niu Gensheng, Chairman of Tianfang Tea Company Zheng Xiaogen, Chairman of Vanke Wang Shi, Deputy General Manager of Galanz Group Yu Yaochang, Chairman of Jinwei Beer Ye Quanxu, Chairman of Gujing Mercury Yuan Wang Xiaojin, Giant Industries Shi Yuzhu, etc.
In the academic and consulting fields, key figures include: Lei Ming, Lin Liyuan of Guangzhou University, Wang Huanming of Anhui University of Finance and Economics (also head of the Shan Ying Enterprise Management Consulting Company), Ye Wanchun of Wuhan University of Technology, Tian Changguang of Sanjiang College, Yu Mingyang of Shanghai Jiaotong University, Zhu Yutong, Li Guangdou of Huasheng, Ye Maozhong Planning, Lei Ming, etc.
In fact, reviewing the growth and history of the planning industry, whether it be the Western school or the academic school, the Flying Heaven school or the practical school, the revolutionary school or the combat school, heroes come from all walks of life, and they have all promoted the growth of the Chinese planning industry in some way. The development of the planning industry has evolved from rationality to sensibility, from chaos to standardization, from hype to integrity, and none of this would have been possible without the influence of these thoughts and publications. Of course, regardless of the level or form of planning, the ultimate goal is always to integrate resources, excavate and analyze consumer psychology and behavior, achieving maximum output with minimal input. Hopefully, the Chinese planning industry will continue to flourish in the future, with a hundred flowers blooming and a hundred schools contending, leading to prosperity and bountiful harvests.
Author's introduction: Wang Huanming, an enterprise management consultant and trainer, is currently a lecturer at Anhui University of Finance and Economics and the General Manager of Anhui Shan Ying Enterprise Management Consulting Co., Ltd. For more related information, visit www.diyiyingxiao.com or email [email protected].
(Note: The original text includes references to regional recruitment sites in Inner Mongolia, which are retained in the translation for context.)