[Boutique] Marketing Plan

This article directory 1 marketing plan book 2 marketing plan book 3 marketing plan book 1st: marketing plan book

First, the sales target: information dissemination to maximize media coverage to maximize economic benefits

Second, the sales strategy: We set the target market as the Pearl River Delta region, Shenzhen local and Hong Kong and Macao regions as the second market, while the tourists from other provinces mainly appeared during the Spring Festival, relying on local publicity to increase the number of visits.

We should adopt the following strategies for sales:

1. Determine the target market and divide the main areas. According to different periods and different groups of people, the different aspects of the attraction of Terracotta Warriors and Horses will be used for marketing, such as graphic propaganda, cultural excavation, and roving display.

2. With the special attraction of the Terracotta Army to the Hong Kong market, choose one or two travel agencies to open the Hong Kong market through appropriate cooperation. Or use the appropriate publicity methods to open the Hong Kong market.

3. Segment the market, according to the characteristics of each market and the characteristics of different festivals, distinguish the different needs of marketing and publicity, and adopt different methods and corresponding publicity strategies for publicity and marketing.

4. In terms of price, although raising the price can increase the profit, it may also reduce the passenger flow. We can increase the income by increasing the number of people entering the park on the basis of stabilizing the original price. At the same time, we can promote the promotion by means of the intermediary. To maximize market coverage.

Third, the market analysis: 1, the market selected: 1 Pearl River Delta 2 Guangzhou 3 Shenzhen 4 Hong Kong 2, market evaluation: 1 Pearl River Delta: turnover 5.46 million, 2 Guangzhou: turnover 10.49 million, 3 Shenzhen: turnover 6.64 million, 4 Hong Kong:

Part 2: Marketing Plan

Planning, determined to enter this line, I have asked myself over and over again, what is planning, and many Chinese and foreign marketing masters have different definitions of planning. In fact, I think the essence of planning is only two words - analysis, Analyze what to do from the messy problem, and analyze how to do it from the collected information. Here is how to write the book, including what questions, and talk about my personal opinion.

One: What do we have to do: receive one

The customer's request must be careful not to be "confusing" by the customer's request. Most of the customers ask us questions. "How can my sales increase significantly? Why is my sales falling? In fact, if we are blind To do something that is at a loss, this time we need to help customers analyze, sales are not going up, is our product is not competitive enough, or our channel design is not reasonable, or our advertising strategy is wrong, when we analyze it will be The reason why the original sales did not go up was that our competitors suddenly increased their investment in the channel, which led to our products being talked coldly by the dealers. So what we have to do is how to improve sales and how to make reasonable plans. Channel policy. The first thing to solve in the planning book is what we have to do. If our planning book can't answer even this question, it means that the execution of our planning book is doubtful.

Two: We are there: After knowing what we are going to do, we must understand what kind of position we are in, what kind of environment we are in, what kind of threats there are, and the ancients: knowing ourselves and knowing each other, we must first analyze the big environment, including the country. Some policies and regulations, the trend of the whole market, the status quo of the market, the total number of target consumers, the consumption characteristics of the target consumers, the psychological state of the target consumers on the market status, and then analyze the competitors, including the product strategy of the competitors. , promotion strategy, media strategy, sales status, etc., then make a whole swot analysis for our company, to figure out what advantages, disadvantages, opportunities and threats we have compared with our competitors in the current environment. .

Three: What do we do: Based on our analysis of the environment versus the market and our competitors, we can formulate our 4p strategy. The first is the product. What kind of advantages does our product have over competitors? From time to time, there is a need to develop new products. We can position our products, whether to do low-end market or mid-range market, or to do high-end market. According to the resources of the company, it is not difficult for us to come to this conclusion. If we are in the mid-range market, then what is the core selling point of our products and what is the difference with competitors. We must find a core selling point for our products that is different from the products on the market, followed by the price, whether our price is to follow the competitor or lower or higher than the competitor. Our purpose is to quickly occupy the market or to achieve the most profit. Chemical. The third is the channel, what kind of channels do we need from our hands to the eyes of our consumers, whether it is to do direct sales or find agents, to find out what kind of agents the agents need, what kind of dealers should implement Policies can maximize their enthusiasm, and finally the promotion: what is our promotion. Does the target consumer have obvious media characteristics, how to pass our product information to consumers through the simplest and most effective way, whether it is TV advertising or newspaper advertising or online advertising, or media combination, then each What is the proportion of the promotion, how to do the promotion activities, how to do public relations activities are issues we have to consider.

Four: What kind of standards do all the questions we have given the answer. Then we should quantify and refine our goal. If we can divide the product into four stages, the incubation period of the listing period is the consolidation period. What is the focus of each stage of our work? The degree is qualified, which requires our goal to decompose and quantify our goals, such as the market share of our door during the incubation period, what is our sales, what is our share of the sales period, sales What is the amount? All things should be digitized as much as possible, so that everyone is very clear about what kind of standards are qualified, and it is also convenient for us to summarize in the implementation in time. Why is this month's sales not completed, why else? Regional sales are completed better than you. Incomplete issues can be supplemented in a timely and accurate manner.

V: Other complete planning books, including projects that forecast budget effects.

Sixth: summed up In general, when we write the planning book, we must be good at analysis, good at investigation, and we must make a thorough question about the unclear problem. Try to digitize the target. I don’t have long time to do this. Can communicate with everyone.

Part 3: Marketing Plan

The school almost moves the world to the situation, so that students have more choices to enjoy better services, save money, and less radiation from mobile phones.

Main activities of the event: 05 freshman activity slogan: Save money, so easy!

Activity Background: Since the spin-off of China Telecom, with the rapid rise of wireless communications, telecommunications services have been in an open source and no way at the point of profit growth. Yilingtong, which is positioned as a supplement and extension of the fixed-line telephone network by the Ministry of Information Industry, is to use the existing fixed-telephone network to achieve wireless access, breaking the high-end communication market by mobile and Unicom. Formed a three-legged competition. In fact, in 2003, the panorama of China's telecom market user growth, Yilingtong net increased by 23 million, the total number of users reached 35 million, far higher than people's predictions, has become an important part of China's communications market. power. With its low cost advantage, Yilingtong has been welcomed by consumers at the initial stage of listing, and has received great attention from all walks of life in the era of EBARA. Tens of thousands of Yilingtong users have experienced low prices and green. The fashion and charm of environmental protection Yilingtong. However, at the beginning of Yilingtong's listing, it was violently blocked by competitors. The fierce market competition made the sales situation not as optimistic as people expected. Analysis of the reasons, although there are currently consumers in Yichang City gradually tend to rational consumption, most users who have mobile communication needs have already purchased the mobile phone, and because the competitors in advance to block the market, the deeper reason is that there is no Effectively segment the market and provide different call package services based on market segments. College student groups are part of the neglect.

As far as the market of the Three Gorges University is concerned, most of the students belong to low-end users with mobile communication needs. They pursue fashion mobile communication as a supplement to daily communication methods, and they belong to low-end consumer groups without economic income sources. The contradiction between them provides a large space for the development of Yilingtong. There is a big gap in the development of the Yilingtong business in the campus market.

Under this circumstance, with the further development of the communication industry in Yichang, efforts have been made to occupy a large market share in the campus market of mobile communications, and thus radiate the whole society, laying a solid foundation for the long-term development of Yilingtong business. Preparation:

1 The main person in charge of the activity contacted Yichang Telecom to explain to the main person in charge of the activity plan 2 The main person in charge of the activity negotiated with the telecommunications, and tailored a tariff method for the three college students.

If possible, build three major regional networks

3 In order to attract students, it is best to carry out some activities in telecommunications. You can pre-save the call to send a new free-flowing student to PHS.

4 Recruiting a group of students in the school to participate in this activity requires good eloquence, strong communication skills, and the advantages of the hard-working PHS:

1 Radiation is lower than the remote control

The Chinese government is extremely responsible for the environmental protection of electromagnetic radiation. China's current electromagnetic radiation protection standards are much stricter than those of industrialized countries in Europe and America. According to the relevant test report, the maximum radiation frequency of the PHS mobile phone is 10 mW, which is much smaller than the power consumption of the TV remote control. It can be ignored.

In addition, the PHS is in a dormant state during standby and does not transmit power. That is to say, the PHS handset does not radiate, and the interactive transmission is only performed when the call is handled from the sleep state to the call state. The launch power of the PHS mobile phone is calculated according to the distance of 1 cm from the human body when the PHS is used. The PHS mobile phone is only absorbed by the human body with electromagnetic radiation of 0.25 μW/cm 2 . The electromagnetic radiation power of the PHS mobile phone is only 1/150 of the microwave hygiene standard in China. 2 low call charges

Since PHS's tariff standard is basically the same as that of fixed-line telephones, the use of PHS in this city can greatly reduce the telephone bill. In addition, PHS can not only make domestic and international long-distance calls, but also dial IP telephones to allow users to enjoy cheap anywhere in the city. Long distance call.

3 colorful and cool life

At present, mobile communication devices not only have basic calling functions, but also become portable entertainment devices that can watch news and play games online. At this point, PHS is not inferior. With the 64K/32K data channel of the PHS wireless local telephone system, users can enjoy wireless Internet service anytime, anywhere. Three specific situations 1 Market potential

There are a large number of freshmen at the 05 level, and the market potential is very high. The college students are a special consumer group. It is the main force of social consumption in the future. The consumption concept formed by students now plays an important role in the future consumption pattern. 2 Actual demand

There are a lot of people with mobile phones in the school. 60% of the students have mobile phones. It shows that college students have a great demand for mobile communication services. The user has a need for the "mobility" of communication, which means that he may become a customer of Yilingtong service. "Mobility" is the biggest advantage of Yilingtong's distinction from fixed telephones. At the Three Gorges University, almost 90% of students communicate mainly through landlines or mobile phones. This proportion is very large. This determines that they are potential users of Yilingtong. 3 Situation of competitors

The mobile company's network is not good in the school. There is often no signal in the Xinyuan machine room, G building, etc. It is very inconvenient. The mobile tariff is not cheap and the users who move on campus are already saturated. Because there is no economic income, the daily expenses Most of them are provided by the family. The communication consumption capacity of college students is not high. The monthly consumption fee is about 25-200 yuan, and the monthly fee per person is about 50 yuan. It shows that although the university market is a low-end market, the ARPU value of Yilingtong is higher than that of fixed telephones, and the cost is much lower. It is a consumer group that operators should focus on. 4 Specific use cases

Mobile phone price is high, high cost, strong radiation

PHS radiation is small in the school, the signal is better and the monthly fee is lower than the mobile phone, which is very suitable for students. PHS can now send SMS, Internet and mobile phone functions. Promotion method:

1 Telecommunications and schools contact the envelope of each letter of acceptance to print the relevant information on telecommunications and attach a leaflet to each letter of acceptance.

Note: The content of the leaflet includes the new privilege of the A student.

B. The advantage of PHS itself is more from the perspective of parents. 2 When a freshman enters school, A is posted on the school bus that welcomes the school. In the school, a banner is used to promote the publicity. :

1 At the beginning of school, there is a business agency near the school gymnasium and a garden. Each agent must have at least one student.

2 Setting up a special agency in the school not only makes people feel trustworthy, but more importantly, can provide professional and thoughtful service. In the form of monopoly, the students are given a discount at a certain price. The store specializes in sales and after-sales service, and uses them to distribute some advertising materials, timely feedback information, and handle general problems arising from user use. 3 In the school, look for some students to be agents to be more suitable for student life, better service in the later stage, and to easily grasp the various information in the school, and further lay the foundation for the later market, so that the event can be better carried out. Student salary: From the sales of telecommunications, the specific allocation: the ability to do more work and more than the cost of the net profit distribution

A Outreacher ---- 25% from net profit B Propagandist ------ 15% from net profit C Classmates working on site ---- 25% of net profit D Activity Supervisor -----35%

3. Promotion

The success of our product development has an epoch-making significance, which indicates that middle-aged and elderly people no longer have to worry about the suddenness of the disease. In order to let the vast number of consumers know about our product information in time, the main promotional measures we have taken are:

First, we will use traditional advertising methods to promote our products on television, newspapers and radio.

Secondly, for those young and middle-aged children who are children, we will put them on the famous websites in the form of online advertisements, so that they can browse our product information when they are online.

Again, product marketing is essential. Our marketing method is mainly composed of two parts: on the one hand, the agency hospital is responsible for recommending to many patients; on the other hand, the sales promotion is carried out by the salesperson.

During the promotion process, some advertising materials are distributed, feedback information is collected in a timely manner, and general problems arising from user use are handled.