[Boutique] corporate image planning book

  Part 1: Corporate Image Planning

Hefei xx-x big pharmacy corporate image planning book

Liu Huibin

2006/12/25

Planning instructions:

At present, Hefei's pharmaceutical retail industry does not have a particularly outstanding enterprise with leading edge. Mainly depends on its geographical location, close to residential areas have obvious advantages. In this case, it is necessary to stand out from the same kind of enterprises to carry out the overall image planning of the enterprise. Relying on corporate CIS planning to enhance the status of the company is also an opportunity that needs to be grasped today. If there are people in similar industries, it will be difficult to surpass it again.

Analysis of the status quo of xx-x pharmacy

1. MI corporate concept recognition is basically perfect.

2. There is not enough uniformity between MI and VI visual recognition system. The current VI cannot reflect the corporate philosophy very well.

3. BI corporate behavior recognition is not perfect.

4. Lack of online sales channels, and no corporate CIS website has been established yet.

5. The planning in the store is not reasonable enough, and the layout of medical and non-medical products is somewhat confused.

6. The storefront signboard is too old, and no affinity can be effectively combined with the corporate philosophy.

7. There is no need for VI integration planning.

Feasibility plan

1. VI integration based on corporate culture.

2. Improve the corporate behavior identification system.

3. Establish a corporate CIS website.

4. The store space is designed for integration.

Specific implementation

1. Date of introduction: On the occasion of the xx anniversary of the establishment of the xx-x pharmacy, the event will be held for free examination, drug delivery and other activities. Fully introduce CIS to give consumers a new look.

2. Completion date: half a month, for the transition period of the enterprise.

3. Completion: The overall image of the storefront, house number, corporate logo, service, etc. At the same time, media campaigns are carried out.

4. Organization: Planning Department, Propaganda Department, Idea Integration

Introduction to xx-x big pharmacy:

Xx-x Pharmacy Chain Co., Ltd., formerly known as xx-xx Pharmacy, is a xx-year-old Hefei old-fashioned prescription and enjoys the reputation of “Hefei First Pharmacy”. It is currently one of the largest retail pharmacies in Hefei. It has won many honorary titles such as “shopping assured shop”, “medical Baoding pharmacy”, “quality service unit” and “31,500 people surveying consumer satisfaction brand” granted by Shengshi Drug Supervision Department.

The business area of ​​xx-x Pharmacy Chain Co., Ltd. totals 1400 square meters. 150 employees. Among them, professional and technical personnel accounted for 60% of the total number. The mall introduces advanced space-time medical software system and electronic monitoring system management, and operates according to GSP store division and drug classification management mode. The following are three stores of 001, 002, and 003.

Xx-x Pharmacy Chain Co., Ltd. always adheres to the service tenet of “quality is better, variety is complete, price is more practical, service is more honest, and business is open 24 hours a day”; insists that “the drug price is the lowest, if it is higher than the nearby pharmacy to make up the difference; The highest quality, found fake and fake drugs, with a penalty of ten" service commitment. Adhere to the "customer is God, customers are loved ones, flesh and blood, the heart is connected" as the service concept. The image of “quality and quality” and “good fortune” has been deeply rooted in the hearts of the people. xx Pharmacy Chain Co., Ltd. has become the preferred brand pharmacy for people's health consultation and asking for drugs.

corporate philosophy

Propaganda slogan: A mind is "for the people", for the people;

Business ideas: for the sake of customers, to the convenience of customers, to customer satisfaction;

Business philosophy: civilization, standardization, development, dedication;

Business purposes: to operate health services, to facilitate the people, to benefit the people, for the people;

Slogan: good medicine to protect health, parity for the people;

A wish: I wish you health!

Market analysis

The drug retail market in 2007 showed three major trends

“The pharmaceutical retail market will be further concentrated, the market scale will continue to expand, and the proportion of diversified operations of pharmacies will further increase.” This was the 18th National Medical Economic Information Conference held on November 7-8, 21 After analyzing the current situation and main factors of China's pharmaceutical retail market this year, Huang Zezhen, editor-in-chief of Century Pharmaceuticals, analyzed and predicted the development trend of the pharmaceutical retail market next year.

Analysis of the current retail market situation, Huang Zezhen believes that China's current non-prescription drug varieties have basically met the needs of self-medication, the expansion of retail terminals is accelerating, sales growth is obvious, while the cost is high, the retail market is expanding, and due to the base Large, the number of competitive pharmacies increased, and the overall statistical growth rate declined.

Speaking of the future development trend, Huang Zezheng believes that due to the merger and reorganization of large chain drugstores, opening stores from different places, from regional chains to national chains, and constantly eroding and squeezing local monomer pharmacies, China's pharmaceutical chain retail market The concentration is constantly improving. This trend has continued since 2003. According to statistics, the top 10 chain pharmacies accounted for 37.57% of the top 100 in 2003, 45.08% in 2004, and 51.60% in 2005. At the same time, the country's increased investment in rural medical and health services, the promotion of "new rural cooperative medical care" and the improvement of rural living standards will continue to expand the market size in 2007. Huang Zemin predicted that the scale of China's pharmaceutical retail market will be 90.1 billion yuan in 2006, and will reach 110 billion yuan in 2007, an increase of 22% over 2006. This forecast is relatively optimistic. Since 2003, due to the influence of policies, the growth rate of China's retail market has remained basically between 14% and 15%.

In the pharmacy business mode, Huang Zemin believes that diversification of pharmacies is a trend, and the proportion of diversification will increase. According to data provided by Huang Zezhen, according to incomplete statistics, nearly 80% of chain pharmacies in China have vacated some of their business premises to operate non-pharmaceuticals, and about 30% of pharmacies have added other services such as laundry, leisure, and printing. Among the pharmacy services, 15% of chain pharmacies have plans to diversify. On the other hand, the configuration of pharmacy management varieties has also changed. Individual pharmacies account for only 30% of pharmaceuticals, other personal care products account for 30%, and food and daily necessities account for 40%. The reason why pharmacies tend to diversify is because China's pharmacies are scattered, market concentration is low, pharmacies have poor profitability, and the living environment is difficult. In recent years, they have been affected by policies and foreign capital and foreign capital have entered the pharmaceutical retail industry. Existing pharmacies bring more pressure. Huang Zezheng said that at present, social pharmacies and chain pharmacies in almost all central cities and larger secondary cities in China are more or less diversified. However, diversification still has cost problems, store space management problems, lack of marketing planning and communication means, lack of professional and institutional participation, strategic positioning confusion, blind selection of diversified business projects and commodity categories.

In addition, the third terminal has been a hot spot for manufacturers to pay attention to in recent years. Huang Zezhen believes that the third terminal will drive retail pharmacies to make a difference in the rural market. In the rural market, there are many terminals, single sales are small, the market is scattered, and OTC products are mostly characterized. The “new rural cooperatives” has stimulated the awareness of rural people to see the disease to a certain extent, and enhanced the purchasing power of farmers. At the same time, due to the importance of the terminal, controlling the terminal is equivalent to controlling the market. Therefore, cooperation cases between industry and terminals are constantly emerging, and to some extent, the phenomenon of “staking the land” of the pharmaceutical industry to the terminal is formed.

competition analysis

1. The people's pharmacy is the first to launch a cheap storm, earning the trust of customers. The combination of storefront entities and computer network sales expands new sales channels and is highly competitive.

In 2003, the pharmacy of the People’s Yuanda Pharmacy, which was registered in Hefei, took the lead in slogan “Reducing the price of medicine by 45%” compared with the national retail price of approved drugs, inciting the pharmaceutical market in Hefei, and the price of Hefei’s drug was generally reduced by 15% within one year. On December 28, 2003, the company opened its second direct store in Hefei, and slogan “to lower the price of the drug”, which led to the decline of Anhui drug prices.

The spirit of the people is united and strives for progress

The purpose of the people is all for the parents, you are healthy, I am happy

The people's philosophy is that there are people in the heart, and the price is naturally low.

There are people in my heart, the service is good.

There are people in the heart, the quality is definitely excellent.

2. Nanjing Pharmaceutical Hefei Pharmacy Chain Co., Ltd. is based on the first batch of GSP certified enterprises and national model pharmacies in Hefei Pharmacy and Anhui Changjiang Pharmacy. Nanjing Pharmaceutical Hefei Tianxing Co., Ltd. and Nanjing Pharmaceutical Hefei Tianrun Co., Ltd. The largest inter-provincial chain in Anhui Province and a pharmaceutical distribution enterprise with wholesale functions were jointly established on February 18, 2004. In 2003, the company achieved sales of 156 million yuan, and its retail sales accounted for two-thirds of the total retail sales of Hefei. The company's core enterprises Hefei Pharmacy and Yangtze River Pharmacy single store sales ranked sixth in the country and the country's top 50, and won the "National Civilization Model Pharmacy", "Civilization Demonstration Window", "National Integrity Unit", "National 100 The highest quality service unit and the "Best Economic Benefit Unit of the Provincial Medical System" and other honorary titles.

Corporate philosophy makes human life healthier

Entrepreneurial spirit, unity and efficiency

Business philosophy: integrity, standardization, interaction, and win-win

Service tenet quality first service win

Employee philosophy, dedication, responsibility, execution, gratitude, honesty

Corporate positioning retail pharmacies - home pharmacists and health consultants around you

Part 2: Corporate Image Planning

First, planning instructions

In recent years, along with the rapid development of mobile communication and the Internet, mobile internet has become the main theme and main driving force of the development of the entire communication industry for some time. However, too high expectations have produced many unrealistic fantasies. After a vigorous speculation, the early withdrawal of a large amount of funds cast a layer of doubt on the prospect of a mobile Internet that was unanimously optimistic. In this context, China Mobile, as the world's largest GSM operator, has a view on mobile internet, how China's mobile network is evolving to 3G, and how mobile communication is particularly attractive in China.

Second, the company profile

China Mobile Communications Corporation is a state-owned key enterprise established on the basis of the overall divestiture of mobile communication assets of the former China Post, Telecommunications and Telecommunications Administration in accordance with the country's deployment and requirements for telecommunications system reform. It was established on April 20, 2000 and managed by the central government.

China Mobile Communications Corporation has a registered capital of 51.8 billion yuan, an asset size of more than 320 billion yuan and more than 110,000 employees. China Mobile Communications Corporation has wholly-owned subsidiaries in 18 provinces and is wholly-owned by China Mobile Group Co., Ltd., and its China Mobile Limited has established wholly-owned subsidiaries in 13 provinces in China and in Hong Kong and New York. Listing. China Mobile Communications Corporation and its subsidiaries are parent-subsidiary relationships that use capital as a link and network and business as a chain.

China Mobile mainly operates mobile voice, data, IP telephony and multimedia services, and has the right to operate computer network international networking units and the business operations of international gateways. In addition to providing basic voice services, it also provides fax, data, IP telephony, information on demand, mobile banking, global WAP and other value-added services, and has well-known service brands such as "Global Access", "Shenzhouxing" and "Mobile Monternet". The number "139, 138, 137, 136, 135" has become a household name.

China Mobile has always played a leading role in the development of China's mobile communications and has an important position in the field of international mobile communications. After more than ten years of construction and development, China Mobile has built an integrated communication network with wide coverage, high communication quality, rich variety of services and first-class service. The network has covered most counties in the country, and the main traffic trunks have been continuously covered. The key areas in the city have basically achieved indoor coverage. The GSM mobile phone exchange capacity has reached 137 million, and the total number of customers exceeds 99 million, with 130 in more than 70 countries. A number of mobile communication networks have opened international roaming services, ranking first in the world in terms of network size and customer size.

China Mobile has successfully entered the international capital market. After its successful overseas listing in 1997, its good business performance and huge development potential have attracted many international investments, and it has absorbed more than 16 billion US dollars of foreign exchange for the country. At present, China Mobile Co., Ltd. is the largest market capitalization company among overseas listed companies in China. According to the latest ranking of the world's top 500 published by Fortune magazine, China Mobile entered the world's top 500 for the first time, ranking 336.

During the "10th Five-Year Plan" period, China Mobile will accelerate the development of the mobile Internet, actively promote the development of the basic network to broadband, diversify the communication business, support the development of centralized systems, and develop the decision-making system to the network to move. Informatization promotes social informationization. Facing the new century, China Mobile will follow the requirements of the country to cultivate a group of large-scale enterprise groups with international competitive strength, and take "competing a world-class communication enterprise" as its development strategic goal, shouldering the task of "creating an infinite communication world and doing information society." The mission is to carry forward the enterprise spirit of "reform and innovation, fight for the future, hard work, teamwork", follow the service concept of "communication from the heart", always pursue customer satisfaction service, create for the country, for the society, for the enterprise, for the employees Greater value, strive to enter the ranks of world-class communications companies as soon as possible.

Third, product analysis

1, data business - Monternet -

The supermarket in your palm. Monternet Monternet is a business brand of China Mobile Communications Group's mobile Internet service for mobile customers. Under this brand, a number of boutique services jointly launched by China Mobile and affiliated service providers have been brought together. With its communications network resources all over the country and connecting the world, China Mobile has created a new and exciting experience for its customers with its strong application and content resources in their respective fields.

2. Voice service - In addition to providing basic voice services, China Mobile Communications Corporation provides voice card, mobile secretary, calling number display, call forwarding, call waiting, call restriction and other value-added services.

3, customer service business - China Mobile Communications Group's corporate mission is: the pursuit of customer satisfaction services. China Mobile is in the service industry. The meaning of our services includes perfect and personalized service delivery, with more emphasis on meticulous, considerate and people-oriented customer service. China Mobile regards customer satisfaction as the eternal pursuit and customer demand orientation as its management idea

4. International Roaming - As China's largest GSM operator, China Mobile Communications Corporation and its affiliated companies cover the entire country. By the end of 2000, China Mobile's GSM network had opened international roaming services with 116 mobile communication networks in 63 countries. China Mobile is moving towards the goal of "world-class communications company".

Fourth, hinder analysis

Problems in the communications manufacturing industry

1. The scale benefits have not been formed: the diversification of the competent departments makes repeated introductions and constructions common. Among the many enterprises, there are very few economies of scale. The preliminary statistics only account for 10% of the total. The manufacturing market has become a battleground for foreign companies, and foreign products in the mobile phone market account for over 90%.

2. Low investment in science and technology: The investment in science and technology of foreign communication manufacturing industry is much higher than that in China. For example, the investment in science and technology of foreign mobile communications generally accounts for 10-16% of sales, while China only accounts for 2-6%, resulting in independent development of technological innovation. The ability is weak, even if there are some achievements, it is difficult to become a product phenomenon.

3. Lack of technology: Foreign companies impose technical blockade on China. Domestic enterprises cannot form their own independent development capabilities through digestion and absorption, which makes China's communication industry fall into the situation of “introduction from generation to generation” and subject to people. It cannot compete with foreign companies in many fields.

4. Enterprises are scattered and the benefits are poor: The company pursues the "big, full, small and complete" model, resulting in many problems such as small scale, weak competitiveness, and waste of resources. According to statistics, large and medium-sized enterprises in the entire industry only account for about 16 %, and their products are mostly duplicates.

5. Disconnection between letter service and product manufacturing: Due to the acceleration of the construction of telecommunication networks, the national industry cannot meet the needs and can only rely heavily on imported equipment. Large companies from all countries have entered the Chinese market, which has brought great impact to the national industry, and has caused chaotic network management and management difficulties.

Problems in the communications operation industry

After the introduction of competition, there will be a market adjustment process. For example, after radio paging became an open service, many city operators flocked to the scene. Many small-scale stations were fast-moving, and they could make some money at the beginning, but they could not reach the economic scale. After the market competition was fierce, economic difficulties often appeared. Or loss, eventually being merged or withdrawn from the market. It should be recognized that the intensification of competition is the inevitable result of rich profits, and the merger of small Taiwan is also a normal purge of the initial blind development. However, the government should better provide enterprises with information on market and industry gaps in the regulation of communication operations. To minimize the waste of social resources by this blindness.

V. Market analysis

China's communications industry has a good and broad development prospects, which can be analyzed from two aspects and made development predictions.

1. The development of telecommunication services has expanded the space for the communications manufacturing industry.

In 1998, China’s telephone penetration rate just exceeded 10%, and there is still a big gap between the 80-90% penetration rate of developed countries. There is still much room for development. In most parts of eastern and central China, urban telephones have been transferred to the buyer's market, but there will still be 8 to 9 million new urban telephone users each year. With the development of the rural economy, the growth rate of rural telephones will exceed that of urban telephones and will continue for a period of time, with an average annual growth of 6-7 million; mobile phones can still maintain a high growth rate, with an average annual growth of 500-600. Ten thousand households are expected to reach 40 million or more by the year 2000; the potential of the paging market is still very large. By the beginning of 2000, the number of pager users in China will reach 70 million, with a penetration rate of 5%, but still far below the western 10%. In addition, the paging hotspot will shift from the increasingly saturated developed cities to the central and western regions, small and medium-sized cities and rural areas.

2. Communication manufacturing faces a broad market

China is currently the largest switch market in the world. It requires about 20 million lines of program-controlled switches every year. However, to catch up with 40% of the telephone penetration rate in emerging developing countries, China's switch installed capacity also needs 20 years of sustained high-speed growth; China's current mobile communication users are 13.2 million, of which about 6 million are GSM users. It is expected to reach 30-40 million in 2000, and most of them are GSM users, so GSM will maintain high speed in nearly 2~3 years. The growth trend, but also should pay attention to the trend of the third generation of mobile communication technology, to grasp the future market.

Sixth, competition analysis

The amazing development and transformation of China's telecom market is both a challenge and an opportunity for mobile communications. The emergence and use of the Internet has led to a revolution that has swept the world, and data-based Internet networks are challenging traditional telecommunications networks. Multimedia communication will replace voice communication, and advanced broadband transmission networks suitable for data communication will become the mainstream of future telecommunication networks. The development of the Internet has brought miracles to the whole world. We can no longer measure a business or market with conventional standards. In the future world, the future market belongs to those companies that dare to dream and innovate. There is no road in the future, and the future belongs to the pioneers. We hope that our mobile communication will bring new changes to China's future telecommunications industry and become the leader of China's telecom industry in the future. With the advent of the new century, the telecommunications industry is rapidly developing at an alarming rate. It brings not only huge opportunities, but also serious market challenges. If we seize this opportunity, China can catch up with the pace of the developed country; if we miss this opportunity, not only the regret of China's communications industry, but also China's regret, we may lose not only a business opportunity, but also an era. Nowadays, the development of the telecom industry has made the traditional business model has been or is being eliminated. As a telecom enterprise, how to adapt to the new economy in the future, survive in competition and develop in competition, is the biggest problem currently facing.

The development speed of China's telecom market is staggering, and the breaking of monopoly of telecommunications has brought huge market potential to enterprises. However, the competition of several operators and the particularity of the Chinese market are the real problems faced by telecom operators. We should first carefully analyze the opponents and the market, and take the road of reform and innovation before we can gain a place in the Chinese telecom market. Let's briefly analyze the situation of several major operators in China:

1. China Telecom

China Telecom deserves to be the originator of China's communications industry. It has a communication network covering all parts of the country; a relatively complete network management system and maintenance system. Its characteristics are the whole network, the network coverage is wide, all over the country, there are many types of business operations, and the enterprise structure is huge.

2. China Unicom

Since its establishment in 1994, more than 100 branches have been established in 30 provinces and autonomous regions across the country. It is currently the most complete operator of telecom services in China and has strong competitiveness.

3. China Jitong

Established in 1994, it mainly operates Internet data communication services and IP telephony services, and its development speed is relatively fast. It is expected that 150 branches will be built by the end of this year. Has a certain size and internet market.

The biggest feature of China's telecom market competition in the 21st century is market-centric service competition. Chinese telecom companies must gain competitive advantage in the future market, and providing services that satisfy customers is fundamental to corporate strategy. To achieve customer satisfaction, the service is not only technically adapted to the development trend of large bandwidth and triple play. Enterprises should pay more attention to the marketing strategy and truly achieve a customer-centric marketing system. To achieve customer-centric services, the following aspects should be considered:

Seven, corporate culture

1. Enterprise service concept:

If the enterprise is an organism, the mission of the enterprise is the soul of the organism, and the values ​​and culture are the spiritual strength and pursuit of the enterprise. While adopting the new system and new technologies to create China's new telecommunications, Netcom is also building the common values ​​of Netcom people and creating a common corporate culture of Netcom. These values ​​and culture are the summaries of Netcom people's struggle and exploration for several months. She will continue to enrich and improve with the development and growth of the company.

Customer first, customer service is a loved one we can't say. Customers provide opportunities for enterprises to realize their own value, provide employment opportunities and profit sources for enterprises, and are our parents and parents. In Shenyang Telecom, customers are always right, and companies never say no to customers.

We care for our customers. We do our best to satisfy our customers, we provide tailor-made personalized services for our customers; we provide our customers with services that our competitors do not have; we provide our customers with rewards that exceed their expectations; we provide unexpected surprises to our customers. We make our customers feel that Shenyang Telecom is their most trustworthy person, we are the best solver for their problems and their best partner. We exchange our sincerity and sincerity for our customers' satisfaction and loyalty.

2. Industry image view:

Each of us is an image ambassador of the company and a window of business mobility. Customers know the company through contact with our employees, and our words, deeds, manners, and factions are the epitome of the company.

There are different departments within the company, and there are different employees within the department. However, in the eyes of customers, Shenyang Telecom has only one. Each of our employees is a living representative of the company and is a micro-corporate entity.

Employees and enterprises are a community of interests, and both are proud and lose. The good or bad corporate image directly affects the vital interests of each of our employees. Employees shape and maintain the image of the company are to protect their own interests.

3, industry collaboration concept: - unconditionally ensure the smooth flow between adjacent nodes

4. The enterprise is a network, and each department and each employee is a node. The effective operation of the network depends on the unconditional smoothness of each node, and any node interruption will cause the entire network to be paralyzed.

5, the customer chooses telecommunications is to choose the entire telecommunications network rather than a node, is to choose the entire enterprise rather than a department or individual, is to choose unconditional smooth and not conditional smooth. Unblocked is our biggest responsibility to our customers. On the issue of “unblocked”, we have no right to talk to customers about conditions. We are not qualified to unilaterally lower standards. Unconditionally guaranteeing the smooth flow of adjacent nodes means that we must ensure the smoothness of this node; that means we must take the initiative to take a step forward on the basis of ensuring the smooth flow of this node; that means we have the responsibility and obligation to ensure the process Effective communication between the two means that the back office must support the front desk, and all members must obey the market; that means we must consider the problem from a global perspective. Without the smooth flow of other nodes, there is no smooth flow of the entire network.

6, the industry competition concept: - do better than the opponent

We welcome competition. "The competition is natural, the survival of the fittest", competition can make gold shine, competition can stimulate the huge potential of human beings, competition can awaken the unlimited vitality of the enterprise, competition can win the inferior, competition can make the strong stronger, we embrace the competition with both hands!

We are confident to face competition. We have an excellent workforce, we have a glorious historical heritage, we have a well-known brand reputation, we have countless successes, success is the mother of success, past success and existing resources have given us competition confidence.

Competition is not your life and death. Competition is not a broken net. Competition is a contest of speed, tolerance and grace. It is a mutual promotion of energy. No matter how strong the opponents are, no matter how difficult we are, we have confidence to do better than our opponents.

7, the concept of corporate crisis: - the biggest crisis is no crisis

The crisis is the shadow of ease, where there is peace, there is a crisis. Regardless of whether we admit it or not, whether we are willing or not, the crisis always exists objectively, always with us, and “interruption” moments can happen.

Everything is pre-emptive, not pre-emptive, and no crisis awareness is the biggest crisis. The crisis is universal, and the crisis is objective. If the crisis is not realized, the crisis will be revealed by the potential, from small to large, and will intensify and eventually lead to disastrous consequences.

If you are worried about danger, you can prevent it from happening. No matter how much we achieve, no matter how tempting we are, no matter how others praise us, we must be on the ice and the alarm bells!

Crisis is both a challenge and an opportunity. The best way to deal with the crisis is to cultivate a vigilance against the crisis and turn the crisis into an opportunity.

In the norm, the pursuit of human-oriented enterprises without "people" is "stop", enterprises must be people-oriented. The pursuit of humanity is the pursuit of humanity-based, people-oriented, human-oriented, human self-realization, and maximizing human value. Self-management is an effective form of achieving human-centered management. Through self-management, employees can maximize their potential and realize their comprehensive and free development. We pursue people-oriented, but never indulge and move people. There are no rules and no rules. For those words and deeds that deviate from the direction of enterprise development in the process of advancement, they must be regulated by corresponding systems.

8. Corporate talent concept:

Running an enterprise in an enterprise, talents and enterprises grow together If the enterprise is an organism, the mission of the enterprise is the soul of the organism, and the values ​​and culture are the spiritual strength and pursuit of the enterprise. Netcom is also building Netcom people while adopting new systems and new technologies to create China’s new telecommunications.

The values ​​create a common corporate culture of Netcom. These values ​​and culture are the summaries of Netcom people's struggle and exploration for several months. She will continue to enrich and improve with the development and growth of the company.

A company is a learning organization and a school for employees to become talented. Enterprises provide sufficient opportunities and space for the growth of talents, and each employee can display his talents on the stage of the enterprise. In telecommunications companies, ordinary employees can grow into excellent employees. General talents can grow into excellent talents. Enterprises have no ceilings. Business opportunities are always open to employees.

The talent that can create value for the enterprise is the talent that the enterprise really needs. Enterprises are for-profit organizations. The contribution of enterprises to society depends on their own value creation ability. Similarly, the value of talents to enterprises depends on the value creation ability of talents. For enterprises, employees who can continuously create value for the company are talents.

Talents and enterprises are the community of interests. The unilateral development of talents and enterprises is limited. Only by common progress can the value of both sides be maximized. We pursue the common progress of talent and business.

Eight, advertising strategy

1. Advertising goal: Through advertising, the company can achieve the best corporate image brand and enhance the reputation and reputation of the company.

2Advertising media selection:

Media categories: websites, TV stations, cable TV stations, radio stations, newspapers, magazines, buses, taxis, neon lights, video walls, bus shelters, light boxes, etc.

Eight: advertising documents

TV advertisement

1. Product image: practical, beautiful, romantic

2. Advertising theme: Encourage the public to purchase China Mobile Communications. The user is sure to show extraordinary style.

3, advertising positioning: high quality, high grade.

Picture 1: The protagonist pulls open the drawer, and the mobile phone stands upright and screams. Like the owner called, the owner picked up the phone, put it in his ear, and gracefully turned and left.

Picture 2: The protagonist throws the phone into the air, and the picture freezes: the phone is thrown into the air. The ad is finished. The sound is sounded: "A new feeling!"

Picture 3: In the scene of a friend's party, in the process of playing, a new type of mobile phone of the protagonist rings. The friend is very strange, thinking that something is calling, the hero took it out, it turned out to be a new style mobile phone.

Part 3: Corporate Image Planning

Business Analysis:

1, freshness

Zhejiang Denim Beer Co., Ltd. is a new face to the market, and its image promotion in the society is still in its infancy. Making a fuss is very promising, and successful planning will make the company a hit.

2, uncertainty

The instability of personnel, the volatility of decision-making, and the discontinuity of promotion activities have two consequences.

First, the pre-promotion costs are easy to fend off, because the market forgotten is very fast, there is no continuous activity, can not attract consumers' attention, and enhance consumer memory.

Second, personnel changes and decision-making changes will increase time costs, which is detrimental to the overall development of the company.

3. Operational

At present, denim beer is only an OEM export, and it is still blank in the Wenzhou market. The planning of denim beer positioning, target consumer groups, and cowboy culture is a new attempt and can be operated.

Export:

1, timing

At present, exports are in a downturn, but denim beer exports can improve government performance on the one hand, and enhance corporate image through government-enterprise cooperation on the other hand, and use the government to enhance corporate visibility and create its own benefits.

2, activities are diverse

Taking export as an opportunity, we can grasp two points for planning: universality and pertinence.

Universality: The purpose of propaganda is to make the public aware of the incident, to convey corporate information, and to improve social image and visibility.

Targeted: Plan related activities to target the target consumer group to pay attention to company dynamics, pay attention to denim beer and consume denim beer.

The following series of activities can be done in the early stage:

Promotional film. In response to this export, a news film was taken, mainly introducing the company's situation and export situation, and demonstrating the cooperation between government and enterprises, with the aim of letting the public know about the incident.

Advertisement. Consumer groups: 28-40 years old business men

Style: vicissitudes, rough

Content: Passing cowboy culture

Communicate the effect: drink cowboy, real man's spirit.

The bombing broadcast of Wenzhou mainstream TV stations will lead to the attention of target consumers.

Soft report

newspaper. The company's development was reported continuously for one week before the press conference. The main content is to publicize the government's achievements, the promotion of government-enterprise cooperation, the second is the dynamic publicity of enterprises, and the third is the promotion of various promotional activities.

magazine. The special issue of the character is mainly a report on the visit of the leader.

Press conference

Opening: Each leader rides into the press conference, each horse is equipped with a cowboy, and the cowboy is involved. Need 10 horses, the society raised 10 cowboys.

Speech, ribbon cutting performance

Unveiled. The leader also unveiled the first batch of red cloth for exporting beer. Set up the organs on both sides of the stage, as fresh and chic as possible.

Dining, visiting the company's factory area, and understanding the corporate culture.

media interview.

Cowboy blind date

In the evening, a denim blind date will be held in the city. This kind of activity close to the public is to win the participation of consumers. Secondly, it can achieve interactive effects and create a live atmosphere. The third is to watch Dr. Rudi together.

Continuous activities:

For consumers

1, soft text: Metropolis Daily, Wenzhou Evening News, Wenzhou Daily reported consecutively "Blood Margin" shooting success, Rudi to Wen incident, land acquisition success.

2, beer DIY

Participants: TV stations, corporate staff

Location: Company site

Purpose: Take the opportunity to promote the company and increase media exposure

Content: Introduce the process of making beer, spread the concept of fashion, simplicity and individuality

3. Beer and Food Festival

Metropolitan newspaper, Wenzhou Evening News pre-promotion: indirect and propaganda means such as exaggeration and mystery, such as slogan - thousands of American cowboys will airborne XX Square, please look forward to.

Specificity: Only the sale of denim beer on the spot can enhance the memory of consumers and shape the brand image.

On-site establishment of wine tasting area, purchase area, redemption area, consumers can enjoy beer, buy beer, redeem promotional gifts.

A beer contest is held, and both participants and winners receive gifts.

4, August 8th to participate in the German Red Heart Beer Festival

Newspaper, TV coverage

After returning to Wenzhou, arrange a face-to-face media interview for the leader.

5, large outdoor activities

Mainly combined with public welfare activities, advocating universal interaction and paying attention to the growth of denim beer

With denim beer as a promotion product, such as drinking a bottle of denim beer, there is a chance to participate in the XX event with the cowboys.

show. Live performances, mobilize consumer enthusiasm, and jointly unveil the prelude of corporate public welfare.

For dealers

1. Dealer's Appreciation Meeting: Stabilize and enhance the confidence of dealers through the organization of the event.

Small gifts are issued after the meeting.

2. The company's small-scale investment promotion conference was held in Wenzhou with the aim of attracting media attention and reporting to the company.

3. Sales rebate.

Monthly return: A certain price discount can be obtained if the purchase quantity reaches the number specified by the company. This discount is conditional, such as the top 100 dealers in the day can get such a price discount.