[Boutique] advertising planning book

This article directory 1 advertising planning book 2 advertising planning book 3 advertising planning book first: advertising planning book

The creative title of the creative essay:

1. You make an advertisement for your favorite instrument.

2. Please make an advertisement with the theme of “home” warm harbor.

3, graduated from college, facing employment, do a marketing advertising.

4. In the face of further studies, please do a marketing advertisement in front of the professional examiner.

5. Please use the "Antarctic, the last piece of pure land on the earth" as a public service advertisement to protect the environment. 6. Please make a public service advertisement for Iraqi children who have been displaced in the war. 7. Please pay attention to the shipwreck in Indonesia as a public service advertisement. 8. Please do a public service advertisement for the "CANON" digital video camera. 9. Please make a brand new promotion advertisement for “Carving Brand” High Energy Soap. 10. Please do an advertisement for Oriental Airlines to change the image.

11. Please make brand advertisements for the eye cream of the world's top cosmetics “Lancome”. 12. Please make a novel advertisement for the red flag car. 13. Please make a brand new advertisement for “Coca-Cola”.

14. In the hot summer, please create a brand new advertisement for the “Little Nurse” hand cream.

15. Please make an advertisement different from the existing advertisement for the upcoming Nokia 7620 mobile phone. 16. Please do business concept advertising for “Inter” Pentium.

17. Please do business concept advertising for “China Life Insurance Company”. 18. Please do a promotional advertisement for “Changhong TV”.

19, please do a promotional advertisement for "Qingdao Haier Freezer".

20. Please do an advertisement for “Hungry is harmful to health” for Yunnan Hongta Group.

Advertising theme: Water conservation and conservation advertising purposes:

1. Arousing the concern of the society on China's water issues and water crisis;

2. Raise public awareness of water and health, water and environment, and water and economic sustainability; 3. Advocate scientific water use, protect water resources, and prevent water pollution. Background introduction:

China’s per capita freshwater is one-fourth of the world’s per capita level and belongs to water-deficient countries.

country. More than 300 cities across the country are short of water, and 29% are drinking poor water, of which 70 million are drinking high fluoride water. The annual economic losses caused by water shortages amount to more than 10 billion yuan, and the economic losses caused by water pollution have reached more than 40 billion yuan.

Implementation plan: TV commercial

1. The water pipe that has been in disrepair for a long time is ticking

2. Not far from the water pipe, one person is washing the vegetables with water from the tap, preparing for lunch, and after washing, he still forgets to turn off the tap.

3. Water drains a heavily polluted river along the sewer

4. A small tornado with dirty things is blowing on the river.

5. There is still a gust of wind in the sky, but the wind is below the innocent desert.

Screen shot: For your tomorrow, please save water

6. Not far from the new water pipe that has been repaired, one hand is screwing the faucet tightly

7. Handle the water that has just been collected on the edge of the faucet.

8. The flowers change from solid to lakes in the distance

Advertising creative model three:

"Beijing Youth Daily" image TV commercial

Theme: Today's me

Picture:

1. The lens is gradually pushed to a computer that turns on the display.

2. The lens enters the computer.

3. In the process of advancing, the fast and constantly changing news photos, pictures, and titles have flashed. It is accompanied by news broadcasts in various languages.

4. The lens continues to advance rapidly. A picture of a fast rotation of electrons and neutrons around a sphere appears.

5. The ball becomes a small earth. The electrons and neutrons still rotate around the earth. Some small earths explode from time to time, and some small mushroom clouds rise.

6. The lens is removed. We found that this little earth was held in the hands of a young man with a suit. He was observing and watching the earth.

7. The young man looked up and looked at the camera.

8, the lens turned black to introduce subtitles, the theme "I am today",

9. Re-launched the subtitle "Beijing Youth Daily".

"Learning articles" for public service advertising creativity

Creative ideas:

first part:

The meaning of the picture: Today is an era of knowledge explosion.

Voiceover: Today is the era of knowledge and information explosion. Knowledge is updated every day, and if we don't pay attention to learning, we will fall behind the times.

the second part:

Record the interview form.

Interviewee: After the work of the University of the Night and the Staff College, I came to study again. Older students are better, based on their appearance.

Use random interviews.

Interview title:

Since it is already working, why spend business time to participate in learning?

The answer or hope that you hope to get:

Mainly to improve themselves, or not to follow the footsteps of the times, and then lag behind the times.

During the interview, the interviewer's age, occupation, and what class is being attended are synchronized on the screen.

It is best not to have a reporter's shot during the interview. Do not ask the question directly, and the interviewee will answer it directly.

the third part:

After the party was finished, the interviewee left. The picture becomes virtual. Introduce subtitles with the same voiceover:

study hard, improve every day.

The theme of this film is fixed, but the interview object can be changed repeatedly, so the film can be broadcast at any time. The feeling of giving people can be very new.

By fixing the screen of the interviewee at the interview, you can use it as a print advertisement alone.

"Beauty articles" for public service advertising creativity

A large sketch of a young girl occupies and covers the entire picture;

The girl on the picture is very delicate and closes her mouth;

But the image is hard to see; bald; no hair;

Covered with one eye; face with black spots;

There are large and small ticks; there are also scars;

Also covered with tape; pustules on the nose.

One hand reaches into the picture; holding a rubber and a pen;

Constantly modifying this picture; wiping out the ugly parts;

With the flowing hair, the silhouette of the girl is more prominent.

The image is more perfect; the girl on the screen also begins to smile;

Finally, the girl on the screen is very beautiful.

From an animated character to a real person;

The lens is pulled apart.

This is on a beautiful, clean street where a person is drawing a sketch for a girl.

The lens continues to open,

We see a place not far behind the girl:

A sanitation worker is cleaning the ground;

On the lawn next to her, a green worker is finishing the lawn;

The camera passes over the girl;

Gradually pushed to the green workers and sanitation workers who are working;

At this time, a girl’s crisp laughter came from the side;

The girl ran away with a drawn sketch.

The portrait goes with it;

The two ran out of the picture;

Sanitation workers and green workers who are sweeping the ground;

Looking at the running girl, she smiled;

The two continued to bow their heads;

The lens becomes virtual:

Subtitles are introduced with a voiceover:

Thank you, the city's beautician. Advertising creative model four:

Advertising creative classic case analysis

Many people think that advertising is mainly for sales, and it has obvious effectiveness, so many advertisements can only be short-lived. But there are also some works that still make consumers vivid, and the southern black sesame paste TV commercial is such an excellent work that is moving and people can't forget for a long time.

The advertisement was unfolded in a warm orange-toned tone: a typical southern masonry alley, orange lights swaying, swaying, with a sip of "black sesame paste", a teenager in a cotton blouse The probe came out, and the hands were arrogant, and the eyes were full of eagerness. The loving cockroaches put a spoonful of sesame paste into the bowl. The boy was anxious to handle, biting the lip, a sly cat, and smashing the scent. Thick sesame paste, he couldn't wait to eat a big mouthful. When he finished, he still touched the bowl and smashed it. He attracted the laughter of the little girl who smashed the sesame. He loved him and gave him a bowl. The boy finished eating and satisfied. At the corner of the mouth, at this time, the voice-over came from the male voice: the memory that could not be erased, the southern black sesame paste.

When many food advertisements emphasize its nutritional value and what percentage of vitamins, etc., the southern black sesame paste does not positively reflect its value, but instead takes a different path. In the first three quarters of the advertisement, it did not appear in the packaging of the product, but recalled a good memory of childhood with a nostalgic and warm lens. The hot pot, the fragrant sesame paste, the boy’s innocent eating, the great love The eyes are all reminiscent, and people believe that the seductive sesame paste in the picture is the delicious taste that the south brings us.

Second, Nongfu Springs - Nongfu Spring is a bit sweet

As a backward brand, with a suspense of advertising and a series of differentiated marketing methods, the rising star Nongfu Spring has been able to get the market from the hands of Wahaha and Robust. The phrase "Nongfushan Spring is a bit sweet" reminds people of this natural water from Qiandao Lake.

This ad is a representative of differentiated advertising, and the combination of appeal and suspense is very clever, highlighting a bright spot of the product. There is also the idea of ​​mineral bottle caps. Since then, other products of Yangshengtang have followed the principle of differentiation and achieved good results, such as “farming orchard shake before drinking”.

Advertising creative answering steps

1. First tell the judges which brand of advertising you are doing, generally: product advertising, public service advertising, corporate image advertising, etc. 2, the duration of the advertisement, generally: 15 seconds, 30 seconds, 45 seconds, 60 seconds.

3. The main content of the advertising creative, use the screen to display the creative content of the advertisement, such as: picture one, picture second, etc.

To use the lens language, there are generally panoramic, medium, close-up, close-up, and so on.

4, advertising language, also known as the conclusion. There are two forms: subtitles and voiceovers.

Common methods of advertising creativity

One of the creative methods----contrast method

Example: "Thirty-year-old, 60-year-old heart, 60-year-old, 30-year-old heart!".

The second method of creative method----intimidation

Example: "You passed the locust to your daughter!". On the TV screen, a young dad is intimately hugging with her daughter. The close-up of the father and the daughter's cheeks is close, and the lens is zoomed in. The three-dimensional effect shows that the creeping large mites in the pores of the father's skin climb to the young skin of the daughter...

The third method of creative method----the mechanism method

Example: "Fusion, row, pass, and certain detoxification beauty!"

The fourth method of creative method----Celebrity Law

Example: "You give me a piece after the pumping!" Lu Liping angered Ge You's forehead with his fingers.

The fifth method of creative method----the humor method

Example: "A: I smashed my buddy, let people cook it! B: I have a cold, I am having a fever! A: I have a way, I can easily take it all!"----

Six of the creative methods ---- suspense

Such as: "Your father's stomach is guilty again, go to the "four uncles"... is Starsh, not your four uncle!"

Seven of the creative methods----the emotional method

Example: The TV screen shows the green mountains and green water, and a mother and daughter stand intimately on the top of the mountain to enjoy the picturesque scenery. The daughter gently put her face in her mother's arms, and was suddenly stabbed by the planting of her mother's body. The picture showed three gold tablets of medicine packaging, and then the mother and daughter would laugh at heart! The voice-over is "intimate or a thousand gold!" This advertisement uses the homonym of “thousands of pounds” and “thousands of gold”.

Eight of the creative methods ----- metaphor

For example, Jie Eryin's slogan: “Unspeakable, washed,” the metaphor is often very effective for those conditions or target groups that are not easy to publicly state.

The ninth method of creative method----singing method

For example: "Lao Zhang has a cold today, a headache, a stuffy nose and a cough. Thanks to the preparation of Bai Jiahei..." Re-filling the words with the funny tunes of Xuecun's "Northeastern people are living Lei Feng", using the mass communication of popular songs Sex.

The tenth method of creative method---expert method

Example: "Medical research proves that a cold is caused by a virus, and it is effective to kill the virus and treat a cold!"

The eleventh method of creative method---regional mystery

Example: "This is Guanyin Grass. We have been using it for thousands of years to treat cough..." - TV commercials that stop coughing syrup. On the TV screen, an old man dressed in Miao costumes and backed by a medicine basket told the little girl in front of the history and efficacy of the medicine.

Twelve creative methods ---- bluffing laws: "If the melatonin is effective, please tell 100 friends, if the melatonin is invalid, please tell 10,000 friends!" --- Platinum TV commercials.

Part 2: Advertising Plan

A new highlight in the development of the Internet in parallel with Weibo in 2019 - group buying. The so-called group purchase is group shopping, which refers to a kind of shopping method in which the consumers who know or do not know unite to increase the negotiation ability with the merchants in order to obtain the best price. According to the principle of small profits but quick turnover, large quantity and excellent price, the merchant can give a group purchase discount lower than the retail price and a quality service that cannot be purchased separately.

As an emerging e-commerce model, group purchase enhances the bargaining power of users and merchants through the form of self-organizing groups, professional group buying websites, and group buying by merchants, and greatly gains the profit of goods, causing consumers and industry players, even Capital market concerns.

By the end of 2019, the number of group purchase users in China had reached 18.75 million, accounting for 4.1% of netizens. As of March 2019, the number of online group buying companies that have begun to take shape in China has reached 3,420, which does not include 713 small group buying websites that have not yet opened, have closed down, just opened, and have few times. In 2019, the regional regional network group purchase sales showed explosive growth, with a cumulative transaction volume of 8.86 billion yuan.

At present, the number of sites in the group buying industry is much higher than that of other industry websites. This growth rate even exceeds the SNS and web games of the year, which has created a new miracle of rapid expansion of a single site type. After nearly a year of development, the domestic group buying industry has become increasingly mature, and the service system has gradually improved. Group buying websites have become the new favorite of the investment community, and new members enter this market almost every day. With the vigorous development of the group buying industry, the coverage of group buying products is becoming wider and wider, showing a diversified trend.

Second, the advantages of users and businesses participating in the group purchase.

1. The advantage of users participating in group purchases.

Relying on the Internet, we can organize members with the same purchase intention, make bulk purchases to manufacturers, convert the passive rights originally purchased into the initiative, and change the weak position in consumer behavior, which not only maximizes cost savings, but also Take a relatively active position in the purchase and service process, you can have higher security and enjoy better service. Based on the thorough understanding of IT e-commerce, the glutinous rice network group purchase has the absolute confidence to become the largest and most powerful group purchase portal website in Maoming. By participating in group purchases, you can buy better products with less energy, lower cost and better shopping experience.

a. Enjoy professional and considerate professional services. The glutinous rice group purchases the goal of "unity is power, group purchase is to save money", and aims to provide consumers with quality service for the purpose of providing consumers with professional and considerate services. The choice of glutinous rice group purchase network project is checked from the source, focusing on product reputation, quality, service and business reputation.

b. Get a very low price discount. The leading concept of glutinous rice group purchase professional group purchase, glutinous rice group purchase will be able to gather a large number of collectors and supporters in a short period of time, forming a considerable purchasing power, prompting suppliers to greatly reduce the purchase price of glutinous rice group purchase; The glutinous rice group buys a part of the mainstream exclusive launch of the group-purchased products, and its ultra-low discounts and prices will be difficult for general stores. The glutinous rice group purchase platform unites everyone and exerts the advantages of many people and forces the small profits and quick turnover.

c. Can save time. The glutinous rice group buys the network platform to organize and display nearly a thousand well-known brand products to participate in the group purchase. Members can introduce the netizens' popularity according to the products, choose the products they want to buy on the Internet, and participate in the collective purchase of glutinous rice nets, which is fast and simple. Going around the hardships of bargaining and bargaining.

d. Quality is guaranteed. All the products of the glutinous rice group purchase organization are brand manufacturers or suppliers and the glutinous rice group purchase network has a quality assurance agreement, to ensure that the products purchased by the group are all brand-name products, while the advantages of many people force the merchants to provide quality-assured products. Make sure that all owners who participate in the group purchase can buy the same quality products as the traditional market.

e. After-sales service is more secure. Glutinous rice group purchase users directly purchase at the brand manufacturer or supplier, in addition to the normal shopping compliance with 3.15 rights protection, all products have an after-sales service guarantee agreement with the glutinous rice group purchase, the supervision power of the glutinous rice group purchase platform and the majority of owners The joint supervision has added a guarantee of after-sales service to the group members who participated in the glutinous rice group purchase.

2. The advantage of merchants participating in the purchase of glutinous rice.

a. Accept the spontaneous group purchase project organized by the website. That is, the glutinous rice network convened or group members convened a group purchase activity for a certain product. After the convener negotiates with the merchant to form the purchase quantity and price of the group purchase project, the glutinous rice website will purchase the group. After receiving the list of members participating in the group purchase provided by the website, the merchant arranges the procedures for delivery and collection. During the convening of a spontaneous group purchase project, the merchant can provide relevant product introductions, pictures and prices to the website and publish them free of charge.

b. Become a resident of the website. The glutinous rice network will select some merchants with good quality, good reputation and after-sales service as the resident merchants in various industries. The resident merchants will sign a cooperation agreement with the website to ensure the sale to the website members at the lowest price in the market. During the cooperation period, the website provides an independent commodity store for the merchant, and the merchant can provide the website with informative materials freely distributed by the glutinous rice website.

c. Share online sales big cakes and grab e-commerce business opportunities. According to statistics from China Internet Information Center, in the first half of 2019, the number of online payment users in China increased from 137 million at the end of last year to 153 million in 2019, an increase of 16.07 million in the first half of the year, and users increased by 11.7%. In the first half of 2019, the number of group purchases in China increased from 18.75 million at the end of 2019 to 42.2 million in 2019, with a half-year growth rate of 125.0%. The business model of online sales has seriously impacted the traditional business model. The group purchase model caters to the needs of netizens for service goods and fills the gap in the market. It can be foreseen that online group buying will become the normal life of netizens.

d. Participate in the purchase of glutinous rice, and the commercial expenses are greatly reduced. In the traditional business model, merchants need to bear high store rents, staff salaries, various taxes, utilities, and exhibits losses. Only when a high turnover is achieved can the breakeven be achieved, especially with the rapid economic development this year. With the formation of channel giants in various industries, these costs are rising, making the business miserable. And the merchants participate in the online group purchase, the above costs do not exist, the merchants only need to pay very low online store management fees and give up a certain margin of space. It can be said that merchants participate in the purchase of glutinous rice, as long as there is sales, there will be profits, and the profit rate obtained under normal circumstances will be much higher than the traditional business model.

e. Let the products and brands of the merchants be widely spread. As we all know, online communication has the characteristics of no regionality, no time, and continuity, and is the most efficient of all information dissemination channels. Once a merchant has a glutinous rice network VIP store, its products and brands will be browsed by all of our members and visitors. If they are interested in a certain product, they will even collect the store to learn more.

3. Introduction to the outstanding features of group purchase.

The glutinous rice group purchase station will become the real consumption portal of Maoming District, and its remarkable commercial characteristics will surely become a type of website with great commercial value. As the glutinous rice network continues to grow and develop, it will integrate local information, classified information, dating and many other online services into a comprehensive professional localized classified information website.

a. The purchase of glutinous rice is focused on customer satisfaction, and the information of life service e-commerce and life service is deeply integrated.

My glutinous rice group will consider the problem for a longer period of time. What we care about is that the user is not satisfied. Does our user like this service? The user experience of buying a group purchase product is good, and there is no complaint.

The glutinous rice group purchase station and the glutinous rice network will be closely combined. We will combine the characteristics of the glutinous rice network classification information to make group purchases. What we have to do is to sublimate all the information transmission functions of the glutinous rice network and turn it into many types of services. It can be booked online and purchased online. At the same time, we let suppliers and merchants provide many discounts, many of which have Competitive benefits, let users get real. We have to get a lot of users, our users are sub-regional, one city, and they have a purpose. On the other hand, there are also good resources in the business, we have to make a deep integration of life service e-commerce and life service information. b. The purchase of glutinous rice is based on differentiated development.

The problem of group purchase homogenization is the same as e-commerce. All e-commerce websites sell things. They all have a shopping cart, which is quite homogenous. Dangdang, Jingdong, and some unknown websites are actually purchased. End users will choose some well-known brands, and then choose his service for a long time, even if it is more expensive.

We have studied the group buying websites and found that there is almost no innovation in the current group buying model. But we will try to find a breakthrough point, because we intend to combine it with local services and combine it with Ctrip's model. Because only differential development can we truly achieve a foothold.

Third, the essence of marketing planning - to meet the needs of users

The user is the market for the sale of enterprise products and is the direct or final marketing target of the enterprise. The development of network technology has greatly eliminated the geographical restrictions between companies and users, creating a mechanism for making it easier for both parties to access and exchange information. The Internet has truly achieved economic globalization and market integration. It not only provides enterprises with a broad market marketing space, but also enhances the breadth and comparability of consumers' choice of goods. Users can get more demand information through the Internet, making his purchase behavior more rational. Although in the marketing activities, the company can not control the user's purchase behavior, it can make a good impression to the customer through effective marketing activities, handle the relationship with the customer and the user, and promote the sales of the product.

1, the needs of Valentine's Day lovers.

Girls should never be psychologically benevolent in love. They should not lose themselves because of love. They must be firm in love and let the other party know what you want, not give it without choice. According to the survey, the six needs of girls are as follows:  Gifts are not expensive, but sincere

From the girl's point of view, the best gifts are those that are more plain, not those that are flashy and exaggerated. A husband collected the lover card and gave it to her wife at any time. When she was in a bad mood, he put a card in a place she might find, which made her very happy.

Girls need a clear compliment: "I like that hairstyle" or "You look good in red." This kind of praise can encourage women, make her pay attention to dressing, and make love continue to be moisturized.

Girls want their husbands or boyfriends to value their work, just as they value their work. Every time the wife talks about her own work, the husband should listen to his ears. Needless to say, because of the good communication in this area, the feelings between them will become more and more profound.

The conversation in the minds of boys is a way to study problems, debate right and wrong, and find solutions. In order to achieve this goal, he may interrupt the girl's words again and again, asking her to "understand" what he meant. However, girls would rather listen to the boys friendly, rather than always saying that they would talk non-stop until they feel comfortable.

When a girl chooses a spouse, she usually pays more attention to various practical factors. Girls may need love, but there is still a commentator in their heart asking: Is this boy reliable? Therefore, in addition to paying attention to hair, clothes and courtesy, boys must be kind and loyal and reliable.  Women want to be friends with their husbands

The woman hopes to treat her old man as a person of equal status, respect her strengths, tolerate her shortcomings, and hope she treats him like this. Simply put, she needs friends, lovers, and her partner.

2, summer cool love gift

In this Chinese Valentine's Day is quietly coming, romance is pervading the whole city, roses, chocolate, perfume, candlelight dinner, etc. constitute the key elements of the festival, "borrowing and conveying" has become an indispensable link in this festival. In order to meet the "romantic needs" of the majority of couples, the glutinous rice group will launch a special love theme for Valentine's Day in the near future, to give lovers a cool summer love gift. In this event, we will send out a Valentine's Day gift that we have carefully tailored for you in different stages of “confession”, “hot love” and “companion”: freeze every happy smile, connect them together, create your own Their own good memories to meet the diverse Valentine's needs of consumers.

Whether it is "17-year-old flower season" or "people to middle-aged", the feeling of love is always simple and pure, and people who have just experienced the taste of love share the fun of love.  sweet honey

The romantic tour of Sanya for four days and three nights entrusts the infinite love and affection, let your lover sweet in your heart and melt into your heart. This "Valentine's Day Sweet" will create a romantic and sweet journey for you.

The fashion travel series allows the influx of consumers to have a personalized Valentine's Day choice. No need to express love in crowded cinemas and restaurants, healthy outdoor tourism can create an unprecedented romantic atmosphere.  Carrying love through to the end

The lover who is going to "hold the hand and the old man" will let you speak your vows in the most shining way in the romantic festival. You don't have to worry about being beautiful, you can't show it because the "Oriental Bride" is the most creative lens language and rich art accumulation. It is the best way to capture the brilliance of the moment, so that lovers can show their mature charm and deep understanding. Let your diamond life be infinitely beautiful, let your lover become the heroine on this Valentine's Day.

We are committed to making consumers of all ages and needs more suitable for this romantic gift, so that consumers can go out and spend a romantic, perfect Valentine's Day.

3. Group buying market positioning strategy

As Chinese traditional festivals continue to heat up, the Qixi Festival, which the folks call "China's Valentine's Day", is increasingly popular with people, especially young people. The inertia of the physical tension is used to explain the mutual traction force that exists inside the object when it is subjected to the tensile force and perpendicular to the contact surface of the two adjacent parts. On Valentine's Day, young people in large and medium-sized cities, especially young people, have a certain inertia tension in their psychology, especially in big cities. The direction of the tension of the Spring Festival is that all family members, as well as the neighbors of good friends and relatives; and the tension of Valentine's Day only acts on the opposite sex or lover, and is generally unique. Each tension has a corresponding connotation. The connotation of Valentine's Day tension includes not only what to say to a lover or a lover or a sweetheart, but also what gifts to send and how to spend the holidays.

The core content of love and virtue, the author believes, is to dare to love, love, cherish. Specifically, dare to love means that when an adult over 18 years old has a love in his heart, he should boldly express it, don't hesitate, and don't retreat from inferiority; good love means from expressing love to giving love to accepting love. All are moderately proportioned, the method is appropriate, the content is rich, and the health is up; the cherish is to cherish the love, there is no end.

The main group of group purchases are young people, mostly after 80, 90 or 00, so the group purchase products should start around the most essential things of this group of people's love; in addition, we can't ignore the crowds of the 80 generations before, we To highlight the theme of parent-child photography. Although they are married people, this Valentine's Day belongs to the Chinese, we can't ignore Western Valentine's Day and ignore it. In this case, we can't ignore our older generation. In the past, they had relatively difficult living and economic conditions, low social living standards, and few photography equipment. Therefore, it is a pity that their generation of people is relatively less likely to take wedding photos when they are married. Now that the living conditions have improved, the company has introduced this to you to make up for the previous regrets, bring your children, let them witness your love, and experience more warmth and happiness.

4, and business negotiations

For group purchases, merchants care about their brand, care about the popularity brought to them after the group purchase, the business cares about what the group purchase can bring to them, grasp this point, and then find a compromised group purchase products and prices, merchants Still more willing to cooperate. We only need to negotiate a suitable discount with the Oriental Bride, we can do free internet promotion for the Oriental Bride. No promotion fees will be charged during the period. Several aspects that are beneficial to the business: 1 Improve the quality image of the business brand.

2 Group purchases allow more consumers to experience consumption, attract more consumers and expand market share. 3 buy discounts on group purchases to increase consumer loyalty.

4 Over-the-counter purchases increase online orders and quickly increase the visibility of the merchant market. 5 Promotional information is promoted by online advertising mode such as newsletter.

Through low prices, stimulate consumption, promote popularity and promote brands. The way and convenience of group purchase also makes us more comfortable and enjoyable. For group purchases, small profits but quick turnover also protects their own interests. It also serves as a free advertisement for attracting consumers. It can be said that it is worthwhile to do business. So why not do business?

Part 3: Advertising Plan

Abstract: Tea culture, as part of Chinese traditional culture, has been

The importance and advocacy of all ethnic groups, tea can clear the spirit of the puzzle, has great benefits for people, tea Sheng Lu Yu also clarified the spirit of the tea ceremony, and stressed that "tea for use, taste to cold, for drinking, the most appropriate The person of Jude." The extraordinary charm of tea is irreplaceable, a cup of tea, a scent of fragrance, but also reflects the noble and pure sentiment of the gentleman.

Foreword: With the continuous improvement of people's living standards, drinking tea is becoming more and more

Fashion, a symbol of healthy living, especially for college students, a cup of tea can not only eliminate fatigue, distress, refreshing spirit, but also can slow down and enjoy the beauty, so drinking tea has become a daily life for students. An essential part. As far as the current tea sales situation is concerned, the market in our school is huge. According to the results of the questionnaire survey, the demand for tea is also very large, so the sales of tea will be more intense.

Keywords: tea marketing planning book traditional culture

Team members: Lin Zhennan, Liu Shanyou, Ye Li, Cheng Lanjiao

A: The theme of the event: Passionate summer, healthy tea

Second: market marketing objectives

First: Let the vast number of consumers have a better understanding of the traditional Chinese tea culture. The tea culture is centered on morality, attaches importance to the group value of the people, advocates selfless dedication, and opposes the righteousness and the graciousness. Advocating more emphasis on profit, paying attention to coordinating the mutual relationship between people, advocating a kind of respect for people, attaching importance to self-cultivation and morality, is conducive to the balance of people's mentality, solving the spiritual confusion of modern people, improving the cultural quality of people, so dissemination and Promoting the tea culture of the Chinese nation can enhance the understanding of the tea culture by the majority of the group, and it can also enhance the spiritual realm of the consumers.

Second: At the same time, let everyone feel relaxed and happy in this hot summer, life and work are very comfortable.

Third, the market marketing environment analysis

1. From the perspective of cultural environment, drinking tea is still a traditional habit in China. Therefore, in schools, whether it is students, teachers and other consumer groups, the market situation is quite impressive. 2. From the perspective of economic environment, in schools, Tea is affordable for the average consumer

3. From the natural environment, the weather in Zhuhai is still very hot, so it is necessary to refresh the refreshing drink, just like tea.

Fourth, SWOT analysis

S- advantage

1 Everyone has a general understanding of the role of tea, which can reduce the intensity of publicity and save a lot of time.

2 immediately enter the peak season of consumption of beverages, as well as the function of refreshing tea. 3 Diversification of products at the same time, diversification of functions 3 As a healthy and natural beverage, the tea beverage market is still relatively large. 4 Consumption is more convenient, brewing with hot water W- disadvantage

1. We are not studying marketing professionalism, and may not know much about marketing knowledge in the market.

2, for more traditional objects, may be difficult for their consumers' curiosity, so investment needs to be cautious

3, competitors are relatively strong, and their market share is relatively large, losing the opportunity to seize the market

4 is not very familiar with the taste of large consumer groups, the variety of tea, there are certain difficulties in determining the variety of tea O / T - opportunities, threats

Opportunity: With the arrival of summer, tea is a better natural, healthy, refreshing green drink.

Threat: Just because there are too many drinks in the market, and the function similar to tea has an alternative effect on tea, which may affect its sales.

Fourth, the target market

Mainly for students, teachers, and staff working in Guangke, etc., suitable for both men and women, with a wide market coverage.

V. Marketing strategy

product

The tea range is wide, the scope of operation is wide, and it can be focused. The operating gears are not required to be too high, but the requirements are healthy and natural, emphasizing the price of men, women and children.

The price factor directly affects the competitiveness of the tea market, so follow the strategy and use the price of other similar products on the market as a reference to avoid price war promotion.

According to the conclusion of market research, combined with product characteristics and market competition needs, targeted promotion and promotion programs, through economic and affordable brand communication channels, such as cooperation with the major classes, the community to try to drink, let everyone taste, taste and buy, buy Gifts, live sweepstakes, samples, discounts, etc., promotion, door-to-door sales, counter sales, etc. Let everyone know about this product budget

1` In order to let more people know about the products, to achieve better promotion and put a lot of small packaged drinks for tasting, it costs about 20 yuan. At the same time, the budget for activities such as buying gifts, accompanying samples, and discounts is about 20 yuan. The investment of the flyers is controlled at around 5 yuan.

Combining the above budget, plus the cost of purchasing may be around four hundred six: division of labor

Ye Li is responsible for the budget and product statistics. Lin Zhennan is responsible for sales management and product introduction.

Liu Shanyou is responsible for publicity work

Cheng Lanjiao contacts with the merchants, purchases, and tea flag making, packaging design