Preface of telecom marketing activity planning copy 1
After the acquisition of CDMA network, China Telecom has a fixed communication network and a more advanced mobile communication network in the world, thus entering the era of full-service operation. China Telecom launched 189 mobile phone service, which effectively enriched the connotation of information application and improved its competitiveness. The market share and business income of enterprises have increased year after year. 189 mobile phone is a new service launched by China, and it is a brand-new product in the market. While promoting the market to the public, we are ready to enter colleges and universities to improve market share and brand awareness.
I. Background
In the university campus, the communication business is basically monopolized by China Mobile and China Unicom, so the market share of telecommunications is not large. The reputation of China Mobile and China Unicom is not high, mainly due to the slow network speed and poor signal. Therefore, telecommunications has advantages because of its high network speed and good signal, so using these two advantages, telecommunications can open up a bigger market.
Second, the marketing objectives
Expand the market share of China Telecom in Shi Huai campus, and enhance brand awareness and reputation.
Third, the market analysis
1, market environment analysis
(1) Community market: It has a large population and is located in economically developed Jiangsu Province, with a high consumption level.
(2) College students' market: The consumption level of student groups is not high, and preferential activities can attract more student groups to handle it.
2. Opponent analysis
(1) Unicom:
China Unicom is a full-service operator in China, covering basic telecom services and value-added services such as mobile voice, fixed voice, wireless paging, data communication and satellite communication.
(2) Move:
China Mobile Communications Group Co., Ltd. is a newly established state-owned backbone enterprise based on the separation of the original mobile communication network and services of China Telecom. The company's long-term development plan and annual plan are incorporated into the national communication development master plan and annual comprehensive plan respectively.
(3) Netcom
Data service is an important development strategy of China Netcom. With the construction and commissioning of the backbone network, the data proportion of Netcom will increase;
(4) Tietong
After the nationwide numbering interconnection, the data business will definitely be the second selling point of Tietong in the future. With its backbone network and access network as carriers, the in-road MIS information management system will also "surface";
3. Situation analysis
4. Market opportunity points
In terms of competition with competitors such as China Mobile and China Unicom, telecommunications has its advantages: good technology, fast Internet access and good signal; Develop new customer base;
Fourth, marketing strategy.
1, product strategy
Membership card: the service content is embodied by a card, which can enhance its perceptibility, win the trust of users more easily and reduce the difficulty of personnel promotion during the introduction period.
2. Pricing strategy
(1) Now in the business growth period, you can charge a certain basic monthly fee, and you can reduce the price according to the actual sales profit;
(2) In the mature stage, different VIP users can be developed and charged different fees according to different levels of users;
(3) For those customers with high monthly consumption, gifts can be exchanged;
(4) For students and other consumer groups, preferential policies can be implemented in winter and summer vacations, such as "two cities" business, recharging a certain phone bill, returning a certain share every month, or recharging the phone bill to send movie tickets and shopping mall coupons.
3. Channel strategy
Campus agent: We will carry out 189 business by looking for campus agents, and use students' psychology of trusting students to find students on campus to promote and act as agents.
4. Promotion strategy
(1) advertisement
Advertising goal-customers need "smile", "speed" and "thoughtfulness", and more need "sincerity" and "intention".
Advertising appeal point-customers are our relatives who can't say no.
The choice of media level: TV advertisements are the main ones, supplemented by newspapers, magazines, radio, outdoor advertisements and other advertising means.
(2) Promotion
Personnel promotion: set up business promotion areas in telecom business halls of major universities. A business recommendation representative is stationed in each area to provide consultation and explanation services for users and help interested customers fill in the purchase order;
Award-winning sales: set up award-winning sales activities: users who successfully handle and recommend a friend to handle telecommunications business within the specified time can get several yuan worth of mobile phone bills;
Verb (abbreviation of verb) activity plan
Purpose of the activity: to establish Tianyi brand advantage and seize the market of college students.
Communication strategy: network interactive tree image, offline activities to create momentum, new packaging of campus stores, promotion of close integration, campus voice, and promote marketization.
1, online activities:
Network interactive platform: the activity form of China Telecom Renren;
(1) Shoot a DV short play and share it on campus or Tencent website to achieve better advertising effect; (2) Spreading Tianyi Consulting through Intranet and Tencent.
2. Offline activities:
(1) Establish a "Tianyi" scholarship jointly with the school;
(2) Advertise in school-run magazines and college-run magazines on campus;
(3) distributing pocket books to students at school (playing 3G collection);
Main contents: 3G new gameplay (Internet, games, music, video, global eye ...);
3G mobile phone is cool (Tianyi brand mobile phone show). Getting started with 3G (quick guide) Distribution method: pocket books, one-to-one distribution.
Baodian advantages: product and assembly business advantages; High cost performance; It can be preserved for a long time.
(4) Reward sales: 1+ 1 Reward sales activities: Users who buy and recommend their friends to successfully handle telecommunications services within the specified time can get mobile phone bills worth several yuan;
(5) Sponsoring public lectures and activity evenings in some schools to raise awareness and establish a good impression among students;
(6) Propagandists and staff members wear fixed clothes during the activities to provide customers with quality services;
(7) jointly organize influential music programs with campus radio stations for publicity;
(8) hold a campus original song contest to promote telecommunications;
(9) Peer-to-peer publicity:
1. Set up a mobile tent on campus to attract students and introduce them to business.
2. Use the school's evening self-study time to go to various classes for publicity at an appropriate time; Go to the dormitory to publicize one by one.
(10) Team members use personal resources to expand publicity on various information exchange platforms in the school.
The effect budget of intransitive verbs.
Marketing is a way of thinking and a philosophy, which aims to understand the needs and desires spontaneously expressed or induced by consumers. To explore the development process of marketing theory, that is, to understand the changes in competitive environment and consumption patterns, we can grasp the marketing characteristics and essence in the 3G era by investigating the changes in marketing theory. In this way, we can open the telecom business sector and compete with China Mobile and China Netcom in a brand-new market.
Seven, marketing expenses:
Students promote clothing; Advertising fees for various magazines;
Slogans, posters and other public places;
Fees for sponsoring public welfare activities and parties; Posters and banners; The cost of giving away the phone; other charges
Copywriting of telecom marketing activities II. Planning summary
1. Market introduction and analysis
2. Introduction and analysis of consumer groups
3. Product analysis
4. Sales plan
5. Marketing forecast problems and solutions
6. Marketing budget
7. Effect prediction
2. Introduction and analysis of Baoding university market
Baoding College officially moved into the new campus located on Qiyi East Road in Baoding on October 8th, 20xx. The new campus covers a vast area and has a beautiful environment, with about 18000 students. It is a very potential mobile phone sales market. According to preliminary investigation and statistics, basically every student has a mobile phone, but most people have the idea of changing their mobile phones and buying them alive, which provides an opportunity for telecom brands to enter the Baoding university market.
Three. Overview and analysis of college students' market
1. Current situation of college students' market: With the improvement of people's economic level, the information and communication industry is increasingly developed and perfected, and gradually permeates people's lives and becomes a necessity. College students are a half-footed group in society, so mobile phones have become an essential product for their life, study, future work and integration with society, so the choice of mobile phones is very important.
2. Market demand analysis: Mobile phones are very common among college students because they are portable, practical and affordable. Although there are different brands, models and sizes of mobile phones, they are all light, small and easy to carry. Moreover, the functions of mobile phones are numerous and powerful, and the functions of communication, short messages, surfing the Internet, games and entertainment all meet the needs of college students. College students are a very special consumer group. They have a strong desire to buy and are limited by their own consumption level. Therefore, low prices will become a major advantage to attract college students to buy telecom products. Compared with computers, PSP, MP4 and DVD, telecom mobile phones are very affordable for college students who have just left home and can't fully support themselves.
Furthermore, college students are the main body of future consumption. In the long run, mastering the consumer market of college students and establishing a good image and reputation in the minds of college students are very beneficial to future product sales.
Four. Analysis of Characteristics and Advantages of Telecom Products
Features and advantages of telecom products
2. Competition analysis
Verb (abbreviation of verb) product promotion and marketing plan
1) Marketing objectives:
1. Brand promotion, expanding the visibility of telecommunications in this field.
2. Seize the market and expand the share of telecommunications in this field.
2) Marketing plan
1. Marketing platform: In view of the situation that enterprises and merchants are eager to expand their markets and promote their brands in the university campus, the Entrepreneurs Association has set up a campus terminal sales network consisting of several modules, such as newspaper platform, voice of entrepreneurship website, public discussion, networked agent, on-site activities, exhibition board publicity and campus broadcasting platform. These modules will be applied to the promotion of telecom products in all directions.
1) newspaper platform: the name is Baoding College Entrepreneurship Horn. Relying on the characteristics of this newspaper, such as large circulation, strong readability and high popularity, we will increase the basic information of telecom products and the sales content of telecom products in the corresponding pages of the newspaper to improve product exposure and expand publicity. Newspapers will be sent to student dormitories and posted in canteens and other places with high student flow.
2) Voice of Entrepreneurship website: As the first student website of Baoding College, this website has complete autonomy. The association will release information about related telecom products and activities for members and tourists to browse and broaden the publicity channels.
3) Public discussion: arranging students to arrive at the designated venue to participate in activities and introduce products, so that students can learn more about telecom products, which is conducive to product sales.
4) Networking agent: Entrepreneurs Association has 347 members, covering Baoding University 14 Department, 56 majors and 103 class. Huge members form a system to form a network, which quickly spreads the information of telecom products to every corner of the school.
5) On-the-spot activities: In front of the crowded canteens and supermarkets of Baoding College, promote telecom products in combination with the public welfare activities of the Association. Leaflets, posters, etc.
6) Exhibition board publicity: The newspaper is carefully designed by the Association to publicize the telecom products vividly and put them in crowded places to attract people's attention.
7) Campus broadcast: Contact the school radio station and broadcast the product introduction after class.
2. Promotion strategy
1) joint promotion: joint promotion is carried out during on-site activities or other promotional activities.
Joint mobile phone number: you can get a telecom mobile phone number at a discount or free when you buy a telecom mobile phone.
Joint telecommunications services: During the promotion period, various telecommunications services will be launched for students to choose from.
Joint mobile phone service: discount or free mobile phone beauty, maintenance and accessories.
Joint mobile phone recharge: you can get a certain percentage of phone bills by purchasing different models and prices of mobile phones.
2) Promotion plan
Price promotion: low-priced sales attract a large number of students.
Gift promotion: a place to buy telecom products.
Letters and mobile phones can be given one of numbers, phone bills, mobile phone chains and free mobile phone beauty.
Service promotion: to provide consumers with quality after-sales service. If there is something wrong with the purchased mobile phone, you can contact the school agent, and the agent will send it to the store for repair, thus saving the students the trouble of running around.
Birthday promotion: Students whose birthdays are within the promotion period will give corresponding gifts with their ID cards when buying mobile phones.
Couple promotion: During the promotion period, couples can choose the couple number and bind it.
Group purchase promotion: mobile phones with group purchase 10 and above can enjoy 10% discount.
3) Promotion arrangement
Time: before the holiday, after returning to school, Saturday and Sunday.
Location: in front of the canteen or other places with dense traffic and large venues.
Organization arrangement: organize members with training and promotion experience such as organization department, business department and propaganda department to participate in arranging venues, organizing activities and promoting sales.
3 promotion activities
"SMS Contest" sponsored by Telecom
Competition rules: given a certain theme, the contestants edit the short message according to the theme and send it to the designated number, and the telecom company selects the judges for unified evaluation. The competition will ensure fair selection according to strict standards, and there is a certain word limit.
Competition time: The competition time will last for two weeks, and any telecom notebook holder can send short messages to participate in the competition within two weeks. The results of the competition will be announced 7 days after the deadline.
Competition award setting:
First prize: 1 bonus: 100 yuan.
Second prize: 3 people will receive 50 yuan phone bill.
Third prize: free mobile phone beauty 5 times.
Award for Excellence: 10 exquisite mobile phone chain.
Problems and solutions in the process of forecasting marketing
Price unification: In the promotion process, some students may bargain or compare with other students, so the price should be unified throughout the school. Make the promotion transparent and open, and leave a good influence on students.
Promotion competition: You may encounter promotion activities of other brands of mobile phones on campus, which will lead to competition. At this point, we should keep a cool head, collect each other's information, analyze and formulate corresponding countermeasures. Take fair competition, not vicious competition.
Site safety: As it is a mass activity on site, it may cause unsafe phenomena such as crowd crowding. Therefore, we must maintain good order at the scene to ensure safety.
Effect evaluation
This marketing plan will be put into practice under the full organization of the Entrepreneur Association of Baoding College. Make use of the human resources and perfect marketing equipment of entrepreneurs association to maximize the popularity and sales rate of Baoding Institute of Telecommunications products. Promoting brands, seizing the market, and establishing a firm image of telecom brands in students' minds not only meet the needs of college students, but also successfully accomplish the goal of marketing telecom products by Baoding University Entrepreneur Association.
Telecom Marketing Campaign Planning Copywriting 3 Time: 20xx May 17
General manager of the event site: xxxx
Participants: all employees
Process: make preparations in the early stage, and then perform activities on stage.
(a) publicity content:
1, Rainbow Gate content: "Celebrate 5. 17 International Telecommunication Day".
2.6 booths, 3 on both sides of the stage and 3 on each side. Various publicity banners are hung in the experience area. Arrange 12 people, 2 people in each booth. Personnel arrangement is: each department arranges personnel to cooperate with each other.
3. Leaflets: Arrange people to distribute leaflets near the event site.
(B) 3G business website experience
The tents on both sides of the live stage are set up with six experience zones, namely "xx Experience Zone", "xx- Experience Zone", "xx- Exhibition Zone", "xx- Experience", "xxxx" and "xx- Site Station".
We put a person in each tent to explain the activity policy.
(III) Budget for publicity expenses of activities
(four) the promotion schedule
(5) Schematic diagram of site stage and tent placement
1. Pay attention to product value, strengthen marketing organization and expand business.
In 20xx, the whole company focused on development, focusing on optical networks, 3G and smart phones, and comprehensively strengthened staff training. Through various special marketing activities and PK competitions, guided by the development of smart phones and 3G, we actively promoted the product value, tried our best to let customers know and use our company's communication products, and tried our best to help customers directly or indirectly transform the product value into the benefits they needed, which greatly improved the information application level of the people in the city.
(1) With the monthly budget as the key link, staged labor competitions, special labor competitions and short-distance holiday promotions will be carried out to guide the annual operation. According to the actual situation of the market, the monthly budget is mainly issued on a monthly basis, and staged labor competitions are organized to guide employees to complete the monthly operating budget revenue task. Since June 5438+ 10, our company has carried out a number of marketing activities, basically achieving the goal of one competition every month and one activity every ten days, and the activities have also achieved good marketing results.
(2) Strengthen marketing and publicity to enhance the telecom image and brand effect of mobile and optical networks. For example, in terms of dual-mode storm and optical network broadband publicity, guardrail advertisements, light box advertisements, LED screens, building stickers in residential quarters, corridor signs and banner advertisements are dazzling, achieving city coverage. .
(3) Using the whole account manager system, grasping the key links of every festival promotion and special promotion, configuring the necessary incentive mechanism, and doing a good job of instant cash and assessment, the enthusiasm of employees is improved and the marketing effect is guaranteed.
(4) Build a stock dispatching marketing system in an all-round way, carry out organized, rhythmic and multi-frequency team marketing in an all-round way, pay close attention to dispatching marketing control, and implement the weekly dispatching leadership supervision system.
Second, accurate management, pay close attention to ensuring quality, create a boutique window, and create a boutique communication network.
(1) Promote precise management to ensure that customer response, safety and service capabilities are at the same level.
1. Improve the maintenance service and create a boutique window. At the beginning of the year, there was a backlog of obstacle work orders due to theft, broken poles, and 450 net withdrawal. The average number of obstacles per day is about 200. In order to improve the window index of maintenance service quality and ensure that the total amount of obstacle work orders is controlled, our company has carried out special rectification activities for maintenance work orders, further refined business processes and key links, defined the time limit requirements of each process link, and defined the work requirements and assessment indicators. Rectification is carried out from the aspects of combing the process, strengthening the construction of maintenance team, strengthening internal training, obstacle management and control, obstacle handling, and household line rectification, so as to strengthen the responsibility management of maintenance work orders. In the second half of the year, the average number of disabled workers per day was controlled at around 100. In August and September, the maintenance quality window score ranked among the top three in Hengyang, and the maintenance service level was improved in an all-round way, providing good maintenance service quality for communication consumers in the city.
2, actively respond to rural feeder repair. 1- 1 1 month, 247 stolen emergency repairs were completed, and 5 1. 15 pi long cables with different procedures were repaired. A total of 429 times of line maintenance and repair were completed, such as pole inversion and disconnection. Replace damaged cables and rectify cables in distribution area with a length of 33.7438+0 pi. Repair and replace 398 poles and 257 cables. Replace or repair messenger wire 32.3 1 km. By speeding up the emergency repair progress, the communication quality of the line is improved, the user complaints are reduced and the line safety risks are reduced.
3. Go all out to do a good job in customer service support for government and enterprises. Fully support the pre-sale, mid-sale and after-sale projects of government and enterprise customers, focus on breaking through the guarantee of major projects, fully participate in the early stage, give key support in the middle stage, and fully take over the service performance in the later stage, so as to provide strong support and service guarantee for government and enterprise customers.
(2) Create a boutique network and actively promote the construction of new projects such as C network and optical network.
1. Strengthen the construction of C network to ensure the coverage effect. 1- 1 1, 13 base stations were opened in October, and four new indoor distribution systems were built.
2. Optical network construction: In order to accelerate the evolution of wired access network from copper cable network to optical fiber network, improve the level of network intelligence, maintain the advantages of 3G and broadband capabilities, and consolidate the foundation of "triple play", the urban area will continue to vigorously implement FTTH construction and transformation in 20xx, adding 9 FTTH cells 19, translating FTTH cells 15, and covering 9 FTTH thin cells, covering families. According to the demand report, combined with the current situation of cable theft and line maintenance, 9 sub-bureaus have completed 44 outdoor renovation points of copper entrance, of which 33 were approved by 20xx. Through the construction of the project, the business development needs are met, and the phenomenon of cable theft in the construction area is basically eliminated. At the same time, combined with the synchronous construction of the line rectification project, the quality of the line has been greatly improved through construction, rectification and stability, effectively alleviating the pressure of maintenance and emergency repair.
Third, take consumers as the core, pay close attention to service quality, and make every effort to create a brand service image.
In 20xx, our customer service work has always adhered to the purpose of "service is an eternal theme", established a market-oriented business service system with customer satisfaction as the center, paid close attention to internal management, actively implemented the "customer satisfaction project", achieved objectives, plans, measures and improvements, and achieved remarkable results. The level and quality of customer service have been continuously improved. For example, in view of the four service contents of telephone inquiry, telecom business consultation, business acceptance and complaint, we should strengthen management and improve internal processes in the four links of "good acceptance, good handling, good reply and good service", at the same time strengthen supervision and inspection of quality inspection system, standardize service terms, strengthen business learning and training, improve business level, accept business for customers with friendly language, skilled business and thoughtful service, and solve problems. Especially since the implementation of "Five Service Commitments for Urban Broadband", our company has carried out salary assessment in strict accordance with the commitment, strengthened the comparative advantage of differentiated services perceived by customers, built Tianyi broadband brand image externally, enhanced broadband network driving capability internally, consolidated and strengthened the competitive barriers in the broadband market, and further improved the maintenance quality and service level. At the same time, strengthen the assessment. Strengthen the supervision, inspection and assessment of service quality, and expand the scope of assessment from "customers have reason to declare" to all unqualified services; From the directly responsible unit with unqualified service to the professional functional departments involved; From the original assessment of unqualified services, to the assessment of the total wages of directly responsible units. Strict supervision and assessment ensure the quality of service and the satisfaction of all telecom customers.
Fourth, for the people, go all out to do practical things for the people.
In 20xx, our branch actively undertook the practical work for the people arranged by the municipal government. According to incomplete statistics, there are three comprehensive information service points 13, 44 administrative villages with broadband access and natural villages with telephone access 10. Due to the influence of years of ice disaster and theft, our company's communication lines have been seriously damaged, with a large damaged area and a wide range of emergency repairs. We are faced with the double pressure of funds and equipment to do practical things, and the project progress is difficult to move forward. However, in order to strictly implement the actual work of the municipal government and meet the communication needs of the broad masses of the people, our company strengthened organizational leadership, actively organized manpower, material resources and financial resources, and concentrated resources from all sides, which fully ensured the completion of the practical tasks for the people entrusted by the municipal government to our company in 20xx years.
Looking back on the work of 20xx, there are still some shortcomings in our branch, mainly in the following aspects: the development of enterprises is not enough, and there is a big gap between development model and value orientation; The loss of rural market is serious; There is a big funding gap for doing practical things for ordinary people. These gaps and deficiencies require us to pay close attention to them in our future work and make efforts to rectify them.
In 20xx, under the guidance of Hengyang Telecom Branch's strategy of "focusing on customer information innovation", our company comprehensively strengthened "six consciousnesses", namely, scientific development consciousness, enterprise value consciousness, refined management consciousness, honest management consciousness, execution consciousness and modern corporate governance consciousness. The thinking concept, development mode and service level of the whole enterprise have changed obviously, but compared with the requirements of modern enterprises, it needs to continue to work hard. In 20xx, our company's working philosophy is:
First, adhere to the "quality service, integrity management". Service and integrity are the foundation of an enterprise. On the one hand, it is necessary to establish an all-round, whole-process and all-staff service system based on customer perception, carry out the "customer satisfaction project" in depth, improve service capabilities, innovate service means, build service brands, implement the service concept of "customer first and dedicated service" into daily business service work, and accelerate the formation of service advantages that help scale development. On the other hand, we must resolutely implement the concept of honest management, strictly implement the system of "one vote veto for honest management", earnestly safeguard the legitimate rights and interests of customers and the core interests of enterprises, and promote the harmonious development of enterprises, industries and value chains.
The second is to adhere to the principle of "scientific development, equal emphasis on quantity and quality". We need to constantly get rid of the extensive economic model and the sports economy model that are incompatible with the development of modern enterprises, jump out of the business thinking of standing still, unswervingly adhere to the policy of "grasping development with high quality and high efficiency and laying a solid foundation", adhere to the two strategies of scale operation and traffic operation around the main line of "promoting scale development with innovation and service", accelerate the scale breakthrough of the two pillar businesses of mobile and broadband, and further promote scale, transfer mode, adjust structure, enhance value and realize quality scale.
The third is to adhere to "precise management and enhance value". Pursuing value is the fundamental purpose of enterprises, and accurate management is an effective way to enhance enterprise value. In the next step, our company will continue to meet customers' needs as the starting point and improve management efficiency as the purpose, and carry out precision management throughout the whole process of production and operation, further promoting customer precision management, market precision marketing, precise allocation of resources and precise use of personnel, and making good use of everyone, every penny and every resource of the enterprise.
Fourth, employees who insist on "people-oriented, enhancing happiness" are the source of entrepreneurship and the foundation of development. On the one hand, we should constantly innovate the human resources mechanism, fully implement the principle of "resources are tilted to the front line, salary incentives are tilted to the front line, and career development is tilted to the front line", so as to realize the promotion and demotion of posts, high salary and employees' entry and exit, and fully mobilize the enthusiasm, initiative and creativity of employees. On the other hand, we should fully implement the "employee happiness project", care for employees, improve their treatment, improve their quality, safeguard their rights and interests, care about their lives, and enhance their satisfaction and sense of belonging.
In short, in the future work, our company will work with one heart and one mind, take the mission of fully ensuring the communication needs of the people in the city and improving the application level of informatization in the city, and take enterprise development as the core to build informatization to a higher level. We in China Telecom will bring earth-shaking changes to the modern communication life of the people in the city and strive for higher and stronger economic development in the city!