First of all, before writing a phased promotion plan, it is necessary to understand the boss's demand for the plan and what information he is most interested in. Most bosses are most interested in budget and matching effect. Some bosses value brains and creativity, understand what the boss wants to see, and then build an overall framework and mind map for the plan. The specific steps are as follows.

First, product analysis. Product positioning, brand positioning, competitive positioning, determine the target user group and age distribution of the company's products.

Second, the analysis of competing products. A good competitive analysis report is very important for a startup company. We can learn from the successful ideas of similar products, understand the market structure, find opportunities for segmentation and get inspiration, so as to plan good activities in line with the market. Competitors have tried activities and programs with poor results, and we can also find that we can take fewer detours and pay less corresponding costs.

How to collect industry data?

1. Grab it yourself. Ask technical colleagues to develop a script to look at the posting volume, browsing volume, reply volume and online time of competing products in the community, with a cycle of 2 weeks. 2. Mix in some seed groups of competing products, QQ search and add WeChat.

Third, the establishment of promotion objectives, promotion cycle, promotion channels, promotion methods, market research and promotion methods. Division of labor, personnel arrangement, performance appraisal, effect estimation, cost estimation, risk estimation, alternative scheme.

1. Determination of promotion target and promotion period. A goal that needs to be quantified, quantified in time, and quantified, can be counted. For example, in the first quarter of this year, we completed 50W pull-ups and 50% of our daily work.

2. Determination of promotion channels. Payment channel, self-media channel, traffic substitution channel, word-of-mouth channel.

3. Preliminary determination of promotion mode. After analyzing the competing products, you can make a related promotion plan according to the related activities of competing products, without being too detailed and with a framework. Then, you can make a relevant market survey form for your products, 10 short activity. Above, find out the promotion channels and release forms suitable for market regulation, select the most interesting way for users through the data of market regulation, and optimize on this basis.