The latest sales plan of Xi'an smart miner

2. Xi'an smart miner is the best. I'm doing it myself

3. One case: the marketing plan of Lai soft ecation software

market environment
in 2000, the annual sales volume of computers in China reached about 8 million, with an average annual growth rate of 60%. At present, China has more than 15 million social computers, of which more than half of the sales go into the family, and the number of home computers is about 6-7 million. Of the 700000 primary and secondary schools in China, 60000 have about 1 million computers. It can be seen that the huge amount of home computers has guaranteed sufficient market space for Tianyi software
at present, there are more than 1000 kinds of ecational software on the market. If a CD corresponding to a volume of primary and secondary school textbooks is defined as an ecational software, there are more than 3000 kinds of ecational software currently developed. It is estimated that in three to five years, there will be about 5000 kinds of ecational software and 10000 kinds by 2010
in 2000, China's software sales were 15 billion yuan, of which application software accounted for 61.4% of the software market, ecational software accounted for 12% of the total software sales, about 1.7 billion yuan, and the teaching software market for students' learning was about 200-300 million yuan
the content and manufacture of ecational software are relatively simple. The vast majority of ecational software does not play the role of multimedia technology, a considerable part of which is the of textbooks. Exercises have become an electronic question bank, turning classroom "artificial indoctrination" into "computer indoctrination"; Some of them even made mistakes; The manufacturing level of ecational software is rough and lack of innovation. Tianyi software has completely overcome the above shortcomings and created a new world of software quality.
from the perspective of ecational software market, it is basically in a disordered state. Due to the strong ideological characteristics of ecational software, its research and development and publication belong to the behavior of the state. In particular, the ecational software matching with primary and secondary school teaching materials must be strictly approved before they can enter schools and markets. However, the vast majority of ecational software on the market has not been approved by the relevant ecation departments, resulting in market disorder
from the perspective of ecational software instry, the short-term business behavior is very prominent, and the boasting advertising misleads consumers; The guiding ideology of indivial ecation software development is even contrary to the current ecation policy; They are divorced from the unrealistic high price of the working class and blindly pursue high profits. Or, in order to eliminate dissidents, malicious price competition causes market chaos< There are about 140 million primary school students, 53 million junior high school students, 8.5 million senior high school students and 700000 primary and secondary schools in China. Ecational software for these primary and secondary school students is facing a huge market, which can be said to be unique in the world
China is a developing country, most of the primary and secondary schools are in rural areas, computers are not popular, and the demand for ecational software is not great. However, it should be noted that the demand for ecational software is also huge in China's big cities and small and medium-sized cities in the eastern developed areas. Moreover, with the development of China's economy, the social progress of the central and western regions, and the huge demand for ecational software in all kinds of regions of the country, it will graally show up significantly, forming a strong driving force for the development of ecational software< The analysis of proct market shows that the development process of ecational software can be divided into three generations, and the ecational software with "question bank" and "exercise training" as the core content is basically the first generation of ecational software. At present, some ecational software guided by cognitive learning theory (such as a large number of software with review guidance as the main content) belongs to the second generation of ecational software, which is the mainstream of ecational software and the direction of various ecational software development entities
the first and second generation of ecational software can not meet the needs of the reform of the times, the new situation of the development of ecational software, and the requirements of ecational reform in the information age; It can't satisfy the "computer-based learning", the software is basically the presentation of test questions, the moving of books and classroom, and it doesn't give full play to the role of computer cognitive tools; There is no use of the latest psychological science research results
in the late 1990s, multimedia technology and Internet applications are becoming more and more mature, and home computers are becoming more and more popular. People's demand for knowledge is becoming more and more intense, which has created a more superior market environment for the ecation software market. However, the market of ecational software has not achieved explosive growth, but has stagnated or even shrunk. Why can't the procts with strong demand in the market be recognized by users? To sum up, the main reasons are as follows:
(1) the lack of deep understanding of ecational software, the use of ecational software as electronic teaching materials and question bank, and the lack of attention to the discipline ecation mode and the cultivation of students' efforts
(2) it does not reflect the advantages of computer-aided ecation in interactive and personalized teaching. The current ecation software does not give full play to the advantages of computer-aided ecation, basically no interactive function, let alone personalized ecation, can not meet the actual needs of ecation
(3) the development of ecational software is lack of standardized and effective operation mechanism, resulting in the lack of authority, scientificity and practicability of ecational software
Tianyi proct superiority "Tianyi" mathematical and serial teaching software adopts the most advanced computer software technology, proction technology and teaching platform in the world, which ensures the advanced, interactive and expansibility of the software. The software is stable, simple, highly intelligent and interactive, breaking through the "electronic database" of the domestic ecational software market. The comprehensive level of "textbook reproction" mode has reached the first-class level in China, and its characteristics are analyzed as follows:
(1) full 3D animation explanation of knowledge points
(2) unique intelligent human-computer interaction practice
(3) scientific knowledge structure diagram design, (4) curriculum design and material processing function
(5) Tianyi software structure is rich in content, unique in style and easy to operate
target consumer positioning "Tianyi panoramic multimedia teaching software" is a special proct suitable for teachers' classroom teaching and students' preview and review at home, which is obvious for the characteristics of the crowd, According to the proct characteristics of Tianyi, We believe that the target user market is as follows:
(1) senior high school students and their parents
- decision makers of direct consumers and consumer behavior
(2) principals of middle schools or persons in charge of Information Teaching
- guides of consumer behavior
(3) senior high school teachers of mathematics and chemistry
- guides of consumer behavior and proct recommenders
regional market positioning is in the confirmation target When bidding for regional market, we consider the following factors:
(1) choose economically developed regions. Teaching software is a kind of learning tool running on the computer. The price of teaching software on the market is still high-end consumption for most working families. In economically developed areas, home PC is common and has strong consumption ability
(2) choose the area with fierce competition in college entrance examination
(3) select the central city of each region< (4) the target primary markets are: Beijing, Shanghai, Tianjin, Guangzhou, Zhengzhou, Jinan, Qing, Xi'an, Cheng, Chongqing
marketing strategy formulation
(1) the first half of 2001 is the time for lairuan to "explore and enter the market", and the "market follower" strategy is the first choice; After completing the following marketing objectives in 2001, lairuan can change from "follower" strategy to "Challenger" strategy in 2002, and from "Challenger" strategy to "leader" strategy in 2003 with the increasing proct share
(2) implement integrated marketing strategy. We should make use of the comprehensive advantages to carry out the market development strategy of horizontal integration (channel strategy market development strategy service strategy)
(3) quickly establish a sales network system, with direct sales as the main mode, supplemented by distribution channels, and adopt the form of double model coexistence in 1-2 years
(4) strive to create the image of "lairuan" company and "Tianyi" proct. Make full use of public relations and media publicity to create market demand and guide consumption
(5) complete (perfect) CIS planning of procts to prepare for market development in terms of visual image
(6) establish a well-organized sales team, improve the management mechanism, training mechanism, reward and punishment mechanism of the sales team< (1) promote the corporate image and proct image. By the end of 2001, the popularity of Tianyi software will be increased to 40%
(2) expand sales channels and stabilize sales network
(3) contact public relations to create a social environment for sales<
advertising appeal object:
direct object: direct users of Tianyi software and those who play a decision-making role in purchasing behavior
(1) senior high school students and their parents
(2) senior high school teachers of mathematics and chemistry
(3) school leaders in charge of ecation
known object: main target objects of public relations
(1) government officials and management personnel of relevant instries (2) distributors of software sales; (3) professionals in the instry (including ecation software instry and related instries), (4) media
unknown objects: target groups that have an impact on the company's business activities
(1) public figures who pay attention to the development of ecation cause
(2) investors who are keen on investing in ecation cause
demands of advertising procts:
(1) new procts of quality ecation
(2) authoritative image of procts (procts of national Torch Program, crystallization of Sino US cooperation, masterpieces of famous American designers, first place in pcshopper primary and secondary school software competition, etc.)
(3) intuitive and vivid 3D animation effect
(4) unique intelligent man-machine exchange practice function<
advertising language
(1) Tianyi makes learning easier
(2) Tianyi makes learning easier
advertising expression:
(1) the media choice is mainly newspaper: mass media and instry media
(2) performance theme: Tianyi makes learning easier
(3) performance types: proct image + corporate image combination, concept communication and reputation investment promotion
(4) periodical media release< (1) the form of public relations activities should conform to the characteristics of the target group
(2) combining business public relations activities with public welfare activities
(3) public relations activities should be combined with media release
the tasks of public relations activities
(1) improve the popularity of enterprises and procts
(2) attract the attention and interest of agents, wholesalers and retailers with the help of publicity, so as to promote the construction of marketing channel system
(3) guide, encourage and promote consumers to complete purchase behavior and promote proct marketing through continuous concept speculation
(4) provide information channels for the development of public relations and social impact
(5) attract the attention of the instry, seek market cooperation and increase market competitiveness<
Design of public relations activities
activity plan 1: Tianyi software 500 middle school demonstration meeting
activity plan 2: "Tianyi Cup" middle school students' mathematical and chemical knowledge competition
activity plan 3: soft media publicity
activity plan 4: 1000 excellent middle school students

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5. ——Background of the project:
ogut international consulting service company is a group private joint-stock enterprise integrating proction, R & D, trade and investment in Shanghai, with five major business segments. It is a group enterprise with high-quality breeding pig feed trade, futures, protein raw material proction and R & D, feed proction and R & D, egg proction and sales. In 2007, the company realized a sales volume of 1 billion yuan and a total feed trade volume of 400000 tons. In 2008, the sales volume reached 1.3 billion. In 2008, the company established an egg company on the basis of the egg Business Department of the former Investment Co., Ltd., with a chicken farm of more than 200000 feathers and a feed factory. It plans to expand the scale of breeding to 2 million in three to five years, with an annual output of 30000 tons of eggs, and establish an egg deep processing instrial chain, forming a complete instrial chain from seedling, feed, breeding, sales and egg deep processing. The goal is to become the most standardized egg proction enterprise in China, and then entrust ogut brand marketing (Shanghai) consulting agency to create a new brand, plan three-year brand marketing strategy and 2009 project full case service. Strive to become the first strong brand in East China within 3 to 5 years, and create an innovative enterprise in the egg instry
in December 2008, when ogut signed the cooperation project of the enterprise, the experts with rich practical experience in the instry were deeply moved by the enterprise's enterprising spirit and determination. It is because ogut experts, who are well versed in the nature of fast-moving procts, especially agricultural procts, know that a joint-stock enterprise that has been engaged in the upstream business of the instrial chain extends its business unit to the downstream, directly participates in the fierce competition in the consumer goods market and contacts with the ever-changing consumer market. Even if the capital and resources are sufficient, however, the actual marketing planning is not perfect, The lack of operation experience will bring many problems and difficulties to enterprises, including management strategy, marketing strategy, brand building, market planning, sales team, human resource reserve, organizational structure performance, logistics system distribution, multiple channels, terminal control and incentive, etc. Although there are many difficulties, the team of ogut is full of confidence in the cooperation of the project. Ogut is a practical case consulting organization that is good at strategic planning and strategy formulation. The expert team has rich case practical experience in brand creation, brand operation and proct marketing of fast-moving procts
with the deepening of mutual understanding, the company fully recognized the consulting strength of ogut and established a long-term cooperative relationship. With sufficient confidence, rigorous working attitude and meticulous working style, the egg project team of ogut organization first concted a comprehensive investigation on the basis of pragmatism. After analysis and diagnosis, it formally launched a series of work, such as egg brand creation and marketing strategy planning, marketing strategy decomposition to terminal construction

I. comprehensive research: interpret instry trends, tap consumer demand, and diagnose the current situation of enterprises
"without investigation, there is no right to speak". No matter how professional and experienced the expert team of ogut is, facing different instries, constantly changing markets, and the internal organizational structure of enterprises, if we do not carry out detailed, rigorous, and scientific instry research, How can we guide the sustainable development of enterprises by analyzing and judging the development trend of the instry? If we don't conct in-depth and detailed market segmentation research based on qualitative and quantitative research methods for different age and income groups, how can we help enterprises to develop the market? If we don't carry out the investigation and interview on the internal organization and external structure of the enterprise, how can we help the enterprise build a reasonable management and execution team
in the research stage, in addition to the reasonable allocation of research tasks to the members of the project team, research on the ogut instry information database, market visits, research on competitive brands, expert in-depth interviews with enterprise managers and dealers, professional market research companies are also invited to conct consumer research
in the study of the instry, ogut found that China is the largest egg procer and consumer in the world, and the consumption is mainly fresh eggs. The segmentation and branding of fresh egg consumption has become the consumption trend, and is in the trend of rapid growth
in the study of competitive brands, it is found that the concentration of brand egg instry is relatively low, and the top brand egg enterprises, such as cluck cluck, Deqingyuan, Shendan, shengdile village, Hongjia, prospect, Chaoyi and nongjiafang, are generally not high relative to the instrial scale, and the marketing network of brand egg is not perfect, From the perspective of the whole national market, it focuses on the construction of single channel. In the consumer research, ogut experts found that: consumers' purchase psychology of fresh eggs is mainly safety, followed by price and brand awareness, so packaged eggs will graally become the mainstream of consumers' choice. However, experts from ogut also see that with the development of the instry, food safety will become the basic standard of the instry, which will not have differential value, and the segmentation of "freshness and high nutritional value" will become the consideration factor
through internal and external interviews, it is found that the company has been operating in agricultural procts for many years, has the resource base of instrial chain development, and also has strong financial strength. The leadership has a keen grasp of the market and forward-looking scientific concept of "market demand as the center, market competition as the guidance, brand development"; The headquarters in Shanghai and the layout of the proction base enable the enterprise to have the advantages of transportation distance and cost effective control. For the fresh and timely eggs required by the market, it is convenient to quickly respond to the market demand and has the geographical advantage of personal service. But ogut also saw the company in the brand operation, business development, marketing team strength is not strong, professional is not enough, lack of marketing experience and other problems< With the deepening of all-round research, ogut expert group has a profound understanding of the consulting direction of the project. For the content of the project cooperation made more detailed supplement and improvement. First, according to the instry essence of the low consumption market of fresh eggs, this paper puts forward the strategic goal of becoming "the first brand in East China". Then, according to the perceptual and rational value of consumers, it refines the core value of "sustainable innovation" and "fresh food fashion". Finally, according to the situation of the enterprise instry chain, the core value of "fresh food fashion" and the brand value of "sustainable innovation" are extracted The "eight quality standard systems" of procts are extracted from the proction process to support the brand proposition of "fresh food Shangshan Phoenix"
through analysis, ogut experts believe that consumer cognition is more important than facts! Under the premise of low brand in the egg instry, if shanfenghuang wants to create the first strong brand in the regional market, it needs to launch a strong attack in the target market, seize the "first" position in the eyes of consumers, and form the concept of "the first brand in the egg instry"
ogut institutions analyze the purchasing driving force at the proct level and the value driving force at the brand level. The core value of the brand is: "fresh eggs, egg procts and other agricultural procts, the leader of instrialization reform and innovation development; For the pursuit of food, health, harmonious life, add fresh nutrition. Shanfenghuang is the mainstream target market of egg consumption and advocates a fresh lifestyle. The core value orientation of shanfenghuang brand starts from the mental cognition of the mainstream consumer groups, starting from the highest spiritual level of "self-expression" of consumer demand. The first is to highly define the core value of the brand and endow the brand with a distinctive personality of "fresh food", rather than follow the planning line of Proctism, so as to form a significant difference with future competitors, Fully meet the highly differentiated and personalized brand core value planning principles
in the market introction period, we should focus on "Mountain Phoenix" to shape the middle and high-end image and concentrate resources to build Mountain Phoenix, so as to seize the middle and high-end market and establish the commander-in-chief brand image“ Guxiang village, with its medium and low-grade brand image, will launch its sub brand timely after shanfenghuang enters the market. It will take a large circulation development route as a niche market and play a supplementary role for shanfenghuang
brand strategic planning must pursue effectiveness, focusing on "flying strategy, landing strategy"; The first is strategic flying, which means that the core value of the brand is refined with a high degree of cultural identity. Enterprises can make full use of the brand strategic planning to achieve the great goal of building a century old gold lettered signboard, so as to achieve the "strategic flying"; The second is the strategy landing, that is, the core value commands all marketing communication and operation management. The understanding and application of core value is often too abstract and ambiguous. It is necessary to connect with marketing communication through the planned brand identification system centered on core value. According to the different market demand and competitive driving factors, combined with the similarities and differences of brand development stage themes, it is necessary to guide the daily marketing communication activities of brand enterprises, So as to realize "strategy landing". Therefore, in the process of "Mountain Phoenix" brand communication, ogut adopts the principle of consistent brand slogan and brand proposition, which not only saves brand communication resources, but also forms the most intuitive impression of consumers on the core value and positioning of the brand. Thus, the brand slogan "fresh egg is Mountain Phoenix" was created, and the brand appeal "fresh is good", which is the perfect combination of proct characteristics and consumer demand
through analysis, ogut decided to focus on one point of brand building and communication strategy, namely "fresh + the first brand in East China". It not only conforms to the characteristics of the proct, but also meets the consumer psychology, and effectively restricts the competitors< Third, all-round strategy decomposition - enterprises need strategic planning, but also need to implement assistance.
after the selling points and support points graally became clear, ogut began to implement all-round strategy, mainly from brand naming, proct endorsement, proct planning, channel planning, terminal planning, communication planning, marketing organization structure and sales personnel allocation, Performance design and many other aspects
brand naming, creation and shaping
the ogut project team concted brainstorming for many times, and held a number of special creative and demonstration meetings on brand naming. And carry out a small range of relevant target customer representatives to participate in the evaluation, according to the specific naming and its interpretation, combined with the main value dimensions of naming contribution to brand development and target consumer group selection, to carry out a scientific and effective evaluation of the top few< Visual reflection will account for 72% of consumers' first impression, and brand naming should have strong expressive force in design aesthetics, commercial visual communication and popularization. In order to facilitate the later overall design
2. Auditory response will account for 10% of consumers' first impression. A good brand name should give people many characteristics, such as pleasant to hear, easy to remember, easy to recognize, good will, good communication and so on
3. The embodiment and grasp of psychological inction should be shown from two aspects of visual communication and auditory transmission. What kind of brand name can capture consumers' psychology and make consumers willing to buy is very important
4. Successful brand naming should have correct and healthy Association orientation, so as to integrate corporate culture with brand name