1. Background analysis: As a traditional western festival, Christmas is now accepted by more and more people in China, especially young people. Meanwhile, Christmas in China is becoming more and more commercialized. Now in China, half a month or even a month before Christmas, all kinds of businesses are playing Christmas cards one after another, decorating their shops into a Christmas atmosphere to attract consumers and launching various Christmas promotions. The increase of various Christmas celebrations and commemorative activities organized by merchants and all walks of life has also created favorable opportunities for postal services to carry out marketing activities, business promotion, expand social influence and increase income.

Second, the development process

1. Information Acquisition At an executive meeting of Xuanwu Sub-branch, xx, Director of Marketing Department, gave a brief training on greeting card project development to the heads of various outlets. When X interpreted the Christmas marketing case of foreign postal service in Market Vision, xx, director of beijing east road Institute, thought of the Christmas promotion brochure received by Shanghai Pudong Development Bank yesterday. Xx is a credit card user of Shanghai Pudong Development Bank. Among the bills received by Shanghai Pudong Development Bank that month, there was a brochure that specifically introduced the credit card discount activities during Christmas, and there was a page that said that Shanghai Pudong Development Bank would hold a celebration in the Shanghai Pudong Development Bank Fashion Plaza in the xx block of Christmas Eve. At that time, xx suggested at the meeting whether we could develop some business from this activity.

Director X then searched online for details of the event: the Christmas celebration in xx Shanghai Pudong Development Bank Fashion Plaza has been held for four consecutive years. Usually, in addition to Christmas ornaments such as giant Christmas trees, wish cards will be distributed to the public on Christmas Eve, and "Santa Claus" will fill in the wishes and wishes for the New Year and deliver them to the mailbox.

2. After reading the introduction, Director X immediately thought, why not recommend our postcards to them? Since it's a New Year call, it's meaningless if it can't be passed on to each other. If we can replace the wish card with our postcard and distribute it on the spot, the impact will be very different. Advertising pictures of Shanghai Pudong Development Bank can be printed on the front of the postcard, so that the postcard can be used by the public to convey their feelings. Postcard advertisements can form a second communication between the sender and the recipient, reflecting that Shanghai Pudong Development Bank can give back to the society and promote the enterprise at the same time. Moreover, postcards are low in cost, low in price and easy for organizers to accept.

After a strange visit to Director X, he immediately began to look for the organizer. At that time, I knew that this activity was organized by Shanghai Pudong Development Bank, but I didn't know which department was in charge, where the office was and who was in charge. To this end, Director X visited the nearest Shanghai Pudong Development Bank City Sub-branch, and only after communicating with a person in charge of the bank did he know that this activity was actually jointly organized by Shanghai Pudong Development Bank Nanjing Branch and xxx Co., Ltd., and the specific operations were undertaken by xx Co., Ltd. After the person in charge saw our plan, he agreed with it very much, so he took the initiative to help us contact the relevant staff of xx Co., Ltd., and after making an appointment, Director X went to xx Co., Ltd. on xx Road the next day. After contacting the person in charge of the activity, the other party said that the idea was very good, but doing so would lead to an increase in the cost of the activity. It was necessary to discuss with the superior leaders and Shanghai Pudong Development Bank, and the other party agreed to do it. Director X thinks that Christmas is only half a month away. If we wait for their internal communication, it will take a few days, and then we can't guarantee that postcards can be printed before Christmas, and the plan will be ruined. Therefore, Director X offered to communicate with Shanghai Pudong Development Bank, and xx readily agreed.

On the same day, Director X came to Shanghai Pudong Development Bank Nanjing Branch to consult with the head of the marketing department. After reading the plan, the other party immediately became interested. Considering the tight time, the person in charge immediately arranged the advertising department to start planning the positive advertising design of postcards.

4. Since the implementation of the project, the three parties have made many contacts, and the project is progressing very smoothly. During the period, xx asked whether the post office could send and receive postcards on the spot, so that citizens could fill in and send them on the spot, which would not only attract citizens to stop at the square, but also make them feel that the blessings were sent on the spot on Christmas Eve, and their mood would be better. Director X agreed and will send staff to give full support.

Third, the implementation effect.

Finally, we reached a final cooperation agreement with xx: 3000 postcards were made and distributed to the public free of charge at Shanghai Pudong Development Bank on Christmas Eve. The citizens fill in the New Year greetings on the spot, send them to relatives and friends, and collect them at the post office.

On Christmas Eve, the live event was very successful: under the Christmas tree decorated with 20-meter-high colored lights in the center of Shanghai Pudong Development Bank Fashion Plaza, the beautiful "Snow White" was responsible for distributing "Christmas postcards" to the public free of charge, and the postal staff dressed in Christmas costumes carefully examined the recipient's address, stamped it with a date stamp and put it into the mailbox for delivery. The atmosphere at the scene was very warm.

Fourth, marketing enlightenment.

1, keen market insight Although Christmas is a "foreign festival", it has now been accepted by Chinese people. At the same time, postal workers should keep pace with the times, be good at exploring business opportunities from such social hotspots and actively explore the market.

2. Help customers win in this activity, although the cost of the organizer has increased, postcards are also a high-quality advertising carrier of Shanghai Pudong Development Bank, which has played a publicity role in corporate image. More importantly, this activity has made Shanghai Pudong Development Bank and 19 12 block gain very good social influence. This project is progressing so smoothly, precisely because when planning the scheme, it has always been considered from the customer's point of view, catering to the customer's psychological expectations and helping customers achieve results.

Chapter II 202 1 Marketing Plan

Father's Day is coming. What gift did you prepare for dad? Dad has been working hard for a year. Should he relax and entertain himself? Xxx dedicated to xx's Father's Day (19 -20), and prepared a variety of parent-child activities as a "gift for Dad". Come and see which one suits dad best! Feel the Father's Day culture, and there is a thousand yuan prize waiting for you at the scene.

It is reported that the live program arrangement is rich and colorful, and "father and son (female)" will spend a happy and meaningful day in xxx.

1. Now there are flying flags, checkers, military flags and chess activity areas. Customers can participate at will, and the winner can get a small gift for the World Cup. On this day, let the "father and son (female)" have a good fight for a while!

2. Set up a darts game, a challenge game and a fishing game area, and play according to the rules of the tournament. The winner will receive a small gift for the World Cup.

3. 19/20 held a live lottery for two consecutive days in the afternoon, and prizes such as 1,000 yuan home appliance set and xxx razor prize were waiting for you.

Children who like painting can sign up for children's painting competition under the leadership of their parents, draw their love for their father, or draw their father's image, and give the painting to their father as a holiday gift to express their holiday wishes in a special way. If the painting is excellent enough, you can also win the third place in the championship and win gifts.

5. The World Cup is in a hurry, how can you miss the wonderful events? Xxx also carefully arranged the "watching the ball on the spot" link to cheer for this quadrennial event!

It is understood that xxx's landscape building king products are 89m2 high-quality three rooms,112-119m2 spacious four rooms with high cost performance. For customers who buy a house between May and 30th of 20xx and sign a contract within the agreed time, xxx will give them a premium, and all of them can enjoy the honeymoon tour of xxx, and the travel fund can also deduct a certain amount of money.

Chapter III 202 1 Marketing Plan

First, the significance and accounting purpose of "xxxB" marketing steel cost 1, the significance of marketing. The reason why this article is listed at the beginning of the article is to highlight the point that "the marketing of xxxB is not just the marketing of an ordinary product of the company". Because, compared with other products of the company, the marketing of xxxB has special significance and influence on the company.

2. The purpose of making this plan. It should be noted that the marketing of "xxxxB" is a comprehensive work involving the combination of software and hardware, involving the mutual cooperation of production, supply and sales departments, relying on correct scheduling and coordination and the active cooperation of all parties. The purpose of making this plan is to get the attention and support of leaders at all levels of the company, get the understanding of all departments and links, and make clear the strategies and specific measures we should take in the face of this work, so as to unify our thinking, coordinate our actions and jointly complete this important work.

Second, the current marketing situation

Analyzing the marketing status of China system in China (specifically Hanka) will help us to have a clear understanding of the current market situation, product situation, competition situation and macro environment, and provide basis and reference for formulating corresponding marketing strategies and adopting correct marketing means.

1, market conditions

At present, the annual demand for microcomputers in China is about xx thousand. With the wide application of computers, the decline of computer cost and price, and the increasingly fierce competition of major foreign manufacturers in China market, the demand for personal computers will continue to increase. People in China naturally have to deal with Chinese when using computers, so the market of Chinese system exists objectively and shows a growing trend. At present, more than x% of PCs are equipped with Chinese system, of which soft Chinese character system accounts for x% ~ x% and Chinese card accounts for x% ~ x%. Due to the diversification of microcomputer and Hanka, users' requirements for Hanka focus on compatibility, adaptability and universality. In addition, since there is no unified Chinese standard for Hanka in China, whether there are more tools, supporting software and application software to support it, that is, whether it is relatively standardized or authoritative, is also one of the main concerns of users.

2. Product status

Due to the company's long-term mainframe-centered business strategy, Hanka is only a subordinate product serving the mainframe, not an independent product developed, designed and marketed. Therefore, from xxx to CVGA/24, although technically they are all at that time, and the market demand is obvious, there are not many independent sales except supporting the whole machine sales. Therefore, in Hanka, the company's profit is not enough, and the current market share is far from the level it should have. Other manufacturers took advantage of this opportunity to occupy the Hanka market on a large scale, resulting in profiteering of products such as xx standard making and imitation, which not only suffered losses in commercial interests, but also lost the opportunity to further popularize and popularize xx Chinese system and unify domestic Chinese industrial standards. Now the launch of xxxB is just to make up for the company's previous shortcomings in this respect and re-establish the product image of xx Chinese system in the market and users' minds.

3. Competitive situation

Generally speaking, all Chinese systems, including soft Chinese character system and Hanka, are potential competitors. However, due to the obvious differences in performance and price between soft Chinese character system and Hanka, the corresponding demand range is also different from Hanka. Hanka's market is concentrated and its products are comparable, so for 9000B, its main competitors are other kinds of Hanka. At present, the more popular and distinctive Hanka in the market mainly include Giant, Wangma, Lenovo, Double Star and Jinshan.

The above-mentioned China cards have their own characteristics. According to their competitiveness to xxxB, they can be arranged as Giant, Jinshan, Wangma, Lenovo and Double Star. Competition calls for a unified industrial standard in China, and opportunities and challenges coexist. Xx should seize this favorable opportunity with its own strength and influence.