Chengdu PHS Marketing Plan

I. The significance of marketing in Chengdu PHS market and the purpose of formulating this plan

1. The meaning of marketing in Chengdu PHS market:

The reason why this article is listed at the beginning of the article is to highlight the point that the marketing of Chengdu PHS is more than just the marketing of an ordinary project of Chengdu Telecom.

Because, compared with other projects of the company, its marketing has special significance and influence for the company. Mainly manifested in:

PHS is an effective means of competition for Chengdu Telecom and China Mobile and China Unicom to compete for market share in Chengdu.

Chengdu is one of the four major communication markets in the country, and the competitive environment is extremely fierce. At present, all telecom operators in the country are opening businesses in Chengdu, and the telecommunications market has been fully liberalized. Before the opening of PHS, Chengdu Telecom has been in a passive defensive situation. After the PHS, Chengdu Telecom not only has an effective competitive means of competing with China Mobile and China Unicom for market share in Chengdu, but also can not reach the region for cable capacity temporarily. Users of China Telecom provide intimate services.

The promotion of the PHS market is in line with Chengdu Telecom's marketing strategy of “catching mid-end users, driving low-end users, and competing for high-end users”.

This marketing strategy firstly meets the positioning of Chengdian's target customer group; secondly, the mid-end users are mostly two-machine users of PHS and gsm mobile phones, and gsm is used as an auxiliary and supplement for PHS mobile phones, and the quality requirements for PHS network operation. Relatively low; in addition, and most importantly, mid-end users account for more than half of total revenue for mobile communications, and mobile operators are not likely to launch lower tariffs.

2. The purpose of the plan

The above-mentioned important significance of Chengdu Xiaolingtong marketing requires that we must have a relatively clear understanding of this and use it as a key project. It should be noted that this is a comprehensive work involving all aspects of the production, supply and marketing departments. It depends on the correct coordination and coordination, and depends on the active cooperation of all parties. The formulation of this plan is to seek the attention and support of the leaders at all levels of the company and the consensus of all departments and departments. To clearly face the work, we should adopt strategies and specific measures to unify our thinking, coordinate actions, and Complete this important work.

Analysis of current marketing status

Analysis of the current marketing situation will help us to have a clear understanding of the current market conditions, product status, competition status and the macro environment, and provide basis and reference for formulating corresponding marketing strategies and adopting correct marketing methods.

1. Analysis of competition status:

Competitive product analysis

PHS has rapidly increased its telecom market share with its low price advantage, which has a strong impact on the market share of Chengdu Mobile and China Unicom, making the recent series of mobile and connectivity actions: November 17th, Sichuan Mobile Volkswagen Card new version of the strong login, times On the day, China Unicom launched the “Fighting Card Beyond Edition” follow-up, all of which received a monthly subscription of 23 yuan for all incoming calls, 0.2 yuan/minute in the calling network and 0.3 yuan/minute outside the calling network. These two types of cards will take a “one-way charge” and move forward one step further, posing a strong threat to the development of PHS. The fees and functions of the Volkswagen Card, the popular card and the PHS are now compared as follows:

After comparing the above table, it can be found that the new version of the popular card and the popular card are 23 yuan per month, which is almost the same as the monthly rent of PHS 20 yuan. The popular card can also roam the country. Although the public card is the same as the PHS, it can only be used in the Greater Chengdu area, but the number of the Volkswagen card is 138. The quality of the network is unquestionable, which is not good compared to the PHS signal. The word of mouth comes, but a big advantage. There are also important newsletter functions. PHS can only be sent in the telecommunication network, that is, it can only be sent to PHS or telecom landline, and it must be limited by terminal support.

The competitive means of attack by competitors:

It is expected that after competing products will make PHS a real opponent, it will take a further spread of offensive means.

a. Use gsm gprs, cdma 1x technology to attack the backwardness of phs technology, such as the use of range comparison, enjoy the value-added service comparison, connection rate comparison and so on.

Foreword

Mudanjiang Jingbo Lake Beer Co., Ltd. is a large-scale beer production enterprise jointly established by Mudanjiang Brewery and Harbin Beer Group. It is one of the largest subsidiaries of Harbin Group. The company has fixed assets of 300 million yuan and annual production capacity of 150,000 tons. The equipment was imported from Germany, Italy, France, the United States and other countries. The company's technical level and equipment capacity have reached the world's advanced level. The Mudanjiang Brewery was founded in 1958 after several hard developments, such as the Cultural Revolution, the reform and opening up. Through the transformation of the system, expansion and transformation, strengthen management, develop new products, open up the market, strengthen corporate culture and other measures, so that enterprises have achieved leap-forward development.

The company is currently compelled to compete against the pressure of other competitors in Mudanjiang City, and plans to conduct strategic attacks to further occupy the Mudanjiang market.

A market analysis:

Mudanjiang beer market generally has the following brands: Huahe, Snowflake, Harbin Beer, Weihushan, Samsung, Qingdao. According to the survey, Huahe, Snowflake and Harbin Beer have a large market share, accounting for more than 70% of Mudanjiang Beer Market. Another part of the market is divided by brands such as Samsung, Qingdao, and Weihushan. Therefore, there are two brands, Snowflake and Harbin Beer, which compete with Huahe on the market. In addition, due to the merger of Mudanjiang Brewery, it has become Harbin Brewery Group. The subsidiary, so Harbin beer can not be said to be Huahe's competitors, to rule out that only Snowflake is the only competitor of Huahe, Huahe wants to expand market share and increase sales, it is necessary to fight for a part of the market of snowflakes, so that Snowflake consumers change their preferences and make them a loyal consumer of Huahe.

Two consumer analysis:

The types of consumers in the Mudanjiang beer market can be roughly divided into three types:

First, pay attention to the taste of beer. In the survey, 30% of consumers pay attention to the taste of beer. They don't care about the price of beer. In their eyes, as long as the beer is good, the price is slightly higher, which is acceptable. It is said that the taste, quality and grade of beer have become factors to be considered when purchasing. Of course, this type of consumer group has a relatively high level of household economic consumption.

The second is to pay attention to the price of beer. The price level affects them. They think that the taste of beer is similar. There is no obvious difference, or it is cheap. The economic consumption level of this part of consumers is general, but this part of consumption The number of people in the crowd is high and it is necessary to occupy this part of the market.

The third is to pay attention to whether the beer has a prize, whether the winning rate is high, whether the brand's beer can win the prize, whether they choose to buy the influence of the university, on the surface, this part of the consumer is a small and cheap, but in fact they and those Consumers who value prices are similar. If you want to win a prize, you want to spend less and get more goods. You can classify these consumers as those who value the price.

The following are the consumers' views on the Huahe and Snowflake brands:

Huahe: Consumers think that the taste is good, refreshing, and strong, but the price is high, and there is no prize. In the interview, these consumers also expressed their position. If the price of Huahe can be the same as other brands, or they can implement the prize sales, they will After shopping for Huahe, Huahe is better than other brands of beer.

Snowflake: Consumers think that the taste is general, not as good as Huahe, but the price is relatively low, and it is a prize sale, the winning rate is high, and those consumers who value the price are willing to buy.

Three sales strategies:

According to market analysis, Huahe's main competitor is snowflake. The advantage of snowflake and Huahe is that the price is low, and there are prizes. The winning rate is high. Most consumers agree with it, and even buy it. Huahe wants to capture snowflakes. The strategy adopted by this part of the market is to lower the price, the same price as the snowflake, and the second is to implement the prize-winning sales. After analyzing the bargaining strategy, it is unlikely that the profit will be reduced. In addition, after the price reduction, the price increase is bound to be somewhat Difficult, even if it is brought up, the snow will make a comeback, the resurgence of the Dongshan, and even re-direct this scene, and take a prize sales strategy, which is a short-term promotion, it is not desirable, it is not desirable, forced In all of the above situations, companies can only use their efforts to speed up their efforts to beat their opponents without price cuts and without awards. In the promotion, they should emphasize the excellency of this product. The reason for the high price is better. What other brands, where are the differences, so that consumers can recognize the purchase of the brand at a slightly higher price, but also feel , So as to win the opponent, then the minds of consumers occupy a certain position.