I would like to ask some suggestions and opinions on the promotion planning and management of chain stores. Thank you.

Activity time: around New Year's Day 2006 10 days, around Spring Festival 2006 10 days (the actual operation effect is good, and it is extended by 5 days).

Activity purpose: 1. Welcome New Year's Day and Spring Festival, and promote the brand.

2. Increase sales to give customers confidence and create conditions for pressing goods in May.

3 do a good job in customer relations (I transferred to this market in April)

Activity theme Activity theme: Welcome May Day, Rong Sheng refrigerator is on sale.

Campaign slogan

Activity content

On-site promotion plan

Preparatory work:

1. Communicate with store leaders about specific operation details, mainly including price, venue, personnel and material support.

On February 20th, I made a publicity in Qinzhou market: I put up posters to cover tricycles, and on the 23rd, I put up posters at the gate of the shopping mall.

3, 22, check the inventory and site materials.

4. Refinement of unified rhetoric of activities: Kelon manufacturers do promotional activities in advance, sell at special prices and give exquisite gifts on May 1.

Field operation:

1, an arch, two tents, two gas models of products, a "United Nations Energy Saving Gold Award" Yi Labao, and two poster boards.

2.8 prototype output: 1 special price machine 163G, 2 measuring machines 108A, 138A, 2 new products 17 1D, 186SM,/.

Activity expenses: packed tricycles (5 vehicles) in 200 yuan, transportation expenses in 50 yuan, temporary promotion in 30 yuan/day × 2 = 60 yuan, * * * 3 10 yuan (the venue is applied by the mall).

Activity summary:

During the period of 1, 26 sets were sold, accounting for 4 1.2% of the 63 sets sold in that month. The main competitor sold 47 sets in that month.

2. Fully publicize the "May Day" peak season, and sold 79 sets in seven days.

3. This customer took delivery of 97 sets in the month, which was the highest in history. However, due to unknown forecast and other factors, the best-selling models (290S, 163G, etc. ) It began to be out of stock on May 3rd, which affected the sales in May 1 day. There is no agent in this area, which is radiated by Nanning agent. )

The whole process of planning on-site activities is as follows:

1, activity background analysis, that is, the purpose of the activity. General activities include: launching new products, dealing with unsalable products, increasing distribution and reducing inventory, brand promotion, increasing sales, following up the promotion of competitors, and routine promotion of major festivals. For manufacturers, in addition to the above purposes, there are two hidden purposes: to do a good job in customer relations and win the main promotion, and to increase the transparency of some models through price management. Therefore, the purpose of each activity must be clear, but no matter what the purpose is, the promotion of sales volume is the initial and ultimate purpose. Here we should pay attention to a problem. Manufacturers and merchants pursue the same sales purpose, but there are contradictions in the price design, especially the goods distributed through agents. In terms of distribution, goods are purchased from the manufacturer's agents, and the manufacturer provides market management and support. When manufacturers provide manpower, material resources and financial resources for on-site activities, they must ask dealers to give support in price. This is a phenomenon, the activity effect is very good, but the dealer is in a bad mood because there is no profit guarantee. In practice, I have heard many customers talk to me about this problem. Therefore, the price design of the event should be fake, and the number of special machines should be controlled within two. If possible, help customers distribute profits in other modes. Defining the purpose is helpful for the creative design and application support of the event.

2. Creative design of the event. A successful activity should convey a message-why your activity is favorable and why it is cheaper than usual to buy it during the activity. The focus of this step is to refine the unified rhetoric of activities. The publicity of many activities may be very popular, but the theme of the activities is not prominent because the work of unifying rhetoric is not done well. The effect can of course be imagined. The creativity of the activity may be one sentence, such as: special price and gifts and prizes; National tour of energy-saving refrigerators, etc. On-site signature price of the factory director, etc. Generally speaking, just to highlight the location of the manufacturer's activities, consumers still believe the manufacturer's profit-making rhetoric. The creativity of activities can also be understood as the rhetorical design of activities, and different activities are designed in different time periods and different regions. For example, it may be effective to sign a high-level manufacturer's machine for sale in a first-class city, but it may not be suitable at any time. Generally speaking, the theme of hype has certain premise: 1 is on the day of major festivals. 2. The scale of the activity is large and the momentum in the early stage is large, which is generally reflected in the production of leaflets. Some time ago, I met a color TV manufacturer and did an activity on a weekend. The theme was "A general manager of a color TV signed a sales machine", and the activity was deserted. Why? Because time and momentum don't match the theme of this activity. Wouldn't it be nice to replace it with general event design, factory promotion, special price and gifts?

3. Write an activity plan. Writing has two purposes. One is to apply for resources from the company. The second is the support of communication activities with customers. It is enough to write small regular promotions on a case-by-case basis, and large ones should be accompanied by division of labor and detailed cost budget. This plan must be completed one week before the event.

4. Communicate with companies, customers and other relevant departments, apply for support, and coordinate the division of labor. Bring your written plan to the company to apply for gifts and activities, and communicate with customers the operational details of the activities. Mainly price design, site fee, site materials (audio equipment, poster board, etc.). ) and personnel support. The result of this communication may be different from your scheme design. It is generally recommended to apply for a venue fee when writing a plan. In addition to the cost, you can make your own adjustments.

5. Design and production of single page and poster. Highlight the theme, and then go to the advertising company to finish it with the designer. The majors of general advertising companies will give you a satisfactory design.

6, related personnel unified rhetoric, division of labor training. Give a simple explanation and training to the participants of the activity, focusing on the creative rhetoric of your activity. This is also conducive to the unity of activities and clear information. If it is a new product theme activity, it is necessary to train product knowledge and sales skills. Many colleagues are troubled by the arrangement of temporary shopping guide. In my opinion, the function of temporary shopping guide is to create publicity, guide customers and pay the bill. Manufacturing publicity is to let temporary staff receive customers mainly to convey the theme of the event and highlight the position of manufacturers in the event. This is what we call unified rhetoric. Generally, please don't let the temporary shopping guide participate in the sales. Unless her ability reassures you, it will bring you unnecessary troubles, such as introducing product functions and negotiating products.

7. Publicity. Large-scale activity orders can be issued one week in advance. You can contact the local post office, distribute it in newspapers, or cooperate with newsstands. Posters can also be posted at the same time. It is best to post it in front of the mall two days before the event. Too early may affect the sales before the event.

8. Inventory inventory, gifts and on-site materials. Two days before the event. Special price and main sales models need to be kept in stock.

9. On-site operation. On-site publicity, building arches, tents, sun umbrellas, Yi Labao and other materials, designing and decorating prototype product lines. At this time, it is necessary to dress up the prototype carefully and make it as beautiful as possible. The key work here is the cooperation of sales work. To highlight the position of manufacturers in the activities, I have a formula here: professional dress+business card+Mandarin = factory director. A key to the success of the activity is to have a strong employee promotion. Therefore, the sales ability of business personnel is very important, but how many business managers and product managers in the home appliance industry still maintain this skill? Probably rarely been to the front!

10, clean up the site, summarize and evaluate, and settle various expenses. Clean up the posters and special price labels as soon as the activity is over. Settle all kinds of expenses. Finally, summarize and evaluate the activities. Summarize the factors of success. These factors are not necessarily in your plan. It's entirely possible. So if you want to be a master in this field, it is necessary to sum it up. For the evaluation of activities, the sales volume during the activity and the sales volume one week after the activity are generally taken as parameters. In addition to these, there may be other gains, such as brand regional promotion and good customer relations.

From the above analysis, the planning of on-site activities is mainly reflected in: building momentum, unifying rhetoric, customer support, highlighting the location of manufacturers' activities, and promoting personnel. This is a simple but hard work, and it is not easy to build and clean up the event site. For the company, for the salary, let's do the scene in a down-to-earth manner. I hope my manuscript is helpful to everyone. At the same time, due to the limitation of my industry and ability, there may be some operations that I have not mentioned, so please discuss them together.

Source: China Planning Network

4. Let the refrigerator sales in Qinzhou market have a clearer theme: energy saving, and make it sound 209S. (windfall)

5. Gained the trust of customers.

The first step is to determine the goals and objectives of the promotion activities.

The second step is to collect data and conduct market research.

The third step is to enhance creativity.

1, super-ordered associative coherence method

To put it simply, it is to combine seemingly unrelated or incompatible things through association, imagination and fantasy, so as to connect them and gain endless creativity.

2. The method of keeping coherence

After a problem point is established, the coordinates of various variables in many different directions are decomposed and drawn around it. The coordinates of each variable can be decomposed continuously, and then new ideas can be found through line coherence, surface line coherence and body line coherence.

The fourth step is to write a promotion plan.

The promotion plan is also called the promotion plan. It is a guiding document for the implementation of promotional activities, and promotional activities must be carried out in strict accordance with the promotion plan. The promotion plan generally includes: the purpose of the promotion activity; Promote the theme; Promotional slogans or advertising words; Time and place of promotion activities; The contents of the promotion activities; Personnel who carry out promotional activities; List of promotional materials; Promotion budget; Matters needing attention in promotional activities, etc. The promotion plan should be as comprehensive, detailed and specific as possible. The more detailed and specific, the easier it is to operate and implement.

The fifth step is to test the promotion scheme.

Many promotional activities have not tried such a procedure. Once the promotion ideas and schemes are formulated, they will be directly put into market operation. Once they fail, the loss will be hard to make up. Therefore, in order to reduce the losses caused by the failure of promotional activities, this procedure is essential. How to conduct the experiment? The usual practice is to conduct short-term operational tests in a relatively small market. Or some experts of the company (marketing managers, front-line marketers, etc. ) questioned and answered all aspects of this promotion.

The sixth step is to improve and perfect the promotion plan.

Summarize the promotion experiment, modify the inappropriate or imperfect promotion scheme, completely abandon the promotion scheme, and make a new promotion scheme (generally speaking, there are about three ideas for writing promotion activities, which can be selected at any time). It goes without saying that there is no promotion without effect or even negative influence.

The seventh step is to promote the implementation of the promotion plan.

After improving and perfecting the promotion scheme through experiments, it entered the stage of formal promotion and implementation. At this stage, we should pay attention to strictly following the promotion plan and budget. The main duties of the person in charge of promotion activities are supervision, command, coordination and communication.

The eighth step is to summarize and evaluate the promotion plan.

During or after the activity (long activity time), the personnel involved in the promotion activities should summarize and evaluate the promotion activities. The main content of summary evaluation is whether the purpose and goal of the activity are achieved. How is the budget implemented? What happened to the promotion agency and how to deal with it? What is the reason? How can we avoid problems? The evaluation and summary of promotional activities should also form a complete written report to prepare for the next promotional activities.

First, the market competition situation analysis

Second, the market positioning

A. The market advantages of McDonald's are cleanliness, quickness, quality, service and value.

B. KFC's market advantage is its unique taste.

C. The market advantage of pizza is that it is a fast food partner of the whole family and mainly serves family members.

The market advantage of D.WA is the traditional taste of China, plus the clean dining environment.

E.CD takes color management as its market advantage, and takes side dishes and beef as its main product positioning.

Third, the marketing positioning strategy

Marketing positioning strategy is the key to marketing success. Because all marketing activities, including sales, advertising, promotion, pricing, product life cycle, packaging, distribution and public relations, are based on market positioning. The introduction of international chain enterprises from McDonald's presents a fierce market situation. In this changeable market and fierce competitive environment, only by establishing a strong marketing positioning strategy can we find the market space for survival and development.

Target market: According to market intelligence, the most commonly used market segmentation method for fast food manufacturers is "demographic factors", while others such as geographical factors, customer psychological factors and customer consumption behavior factors are less used. Among demographic variables, "age" and "occupation" are the most commonly used; Western-style fast food industry takes age as the consideration variable of market segmentation; Chinese fast food industry takes occupation as a market segmentation variable. McDonald's is mainly targeted at young people (men and women aged 4-30), while pizza and KFC mainly attract the consumer class of family members. The market positioning of WA and CD is students and office workers.

Market positioning: A. McDonald's: young and lively, hoping to provide a relaxed dining environment. B. Pizza: With the positioning of high quality and good price, I hope to leave consumers with the impression that the product is better than the competitor and the price is more expensive than the competitor. C. KFC: positioned as "consumption by family members", providing a family-style warm and reunion dining atmosphere. D.CD: Positioning and emphasizing the provision of "quick and simple" dining environment for office workers. E.WA: Focus on simple Chinese fast food meals and take-away lunch boxes, and meet the diverse needs of consumers through the combination of dim sum products in a fast and self-selected environment.

From the above analysis, we can see that the market positioning practice of chain stores tends to shape the positioning strategy of "attracting target customers to eat comfortably". Among them, the strategies of western manufacturers mostly adhere to the original style of the authorized parent company, while Chinese manufacturers are actively shaping their own charm and unique style.

Fourth, marketing mix strategy.

Product positioning: Western-style fast food industry focuses on children's needs. On the one hand, I hope to cultivate children's habit of eating fast food from snacks, and on the other hand, I hope to attract the whole family to the store to receive warm service through the driving of children. The following is the new marketing trend: 1. Fast food operators will modify their marketing strategies according to market reaction. In the past, the main target customers of fast food market were students and office workers. Today, with the participation of many women and children, the fast food industry has become more lively and diversified, giving operators more market opportunities to grasp, and at the same time posing corresponding challenges to the operation of the fast food industry. The fast food industry should be especially targeted at new customers to meet their new and changing needs. Therefore, the fast food industry mainly has three target markets: office workers' market, students' market and family members' market (taking families as consumption units).

Commodity strategy: commodity strategy is to provide commodities that meet the needs of selected market segments according to marketing positioning strategy. The catering industry belongs to the field of retail service. Therefore, when making product mix and product planning, the following important factors are worth considering: the intangibility of retail service (referring to service), the variability of retail service (referring to market customers), the indivisibility of retail service (referring to chain store operation and marketing strategy) and the publicity of retail service (referring to public relations factors such as image, popularity and reputation). The marketing bottleneck brought by the above four items is an extremely difficult problem to solve. Therefore, when making commodity strategy, we should position the products of fast food chain, which should include the following items: the supply of physical goods, the shaping of store atmosphere, the planning of moving lines and the display of pop advertisements, the services and characteristics provided, and the overall design of the store. If so, we can get the conditions and opportunities of superior goods in the competitive market.

Pricing strategy: Pricing is the most sensitive and painful decision in marketing strategy. On the one hand, price determines the income of enterprises, on the other hand, price is the main weapon for enterprises to stimulate their performance in market competition. It is a well-known fact that the prices of fast food chain stores in the market are generally high at present. However, according to the market interview data, the important factors that affect commodity prices can be summarized as follows: cost factors (including operating costs and marketing costs), competitors' pricing level, customer psychological price standards, the company's marketing objectives, the company's marketing profits and market share calculation. The following are the pricing strategies of Chinese fast food industry and western fast food industry.

McDonald's: Feel the value according to consumers' perception of consumption value and set the price.

KFC: Pricing is based on the prices set by competitors, aiming at market competition. Pizza: Set the price with reference to the price set by competitors and customer feedback, aiming at market penetration and competitive advantage.

WA: The reaction cost plus fixed profit is the price, and the cost plus profit is the standard.

CD: Pricing according to the principle that mantissa is not zero or integer, such as 3.8 yuan and 4.5 yuan, aims to penetrate the market and stimulate market share.

As can be seen from the above, the pricing strategy of Chinese fast food operators is mostly based on the principle of cost plus profit, while the western fast food industry is mostly based on backward competition and market penetration. In addition, the most breakthrough pricing marketing recently adopted by fast food operators is: ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ 967 Personnel cost and material cost are the core of cost, so pursuing planned economy and hiring a large number of part-time employees (calculated by hourly wages) is an important way to reduce costs, and hiring part-time employees is the market trend and business policy of fast food industry.

Channel strategy: Because fast food industry is a business circle with chain operation mode, production, logistics, distribution and sales occur almost at the same time, and many goods cannot be preserved for too long, so it is necessary to adopt multi-point distribution of diffusion marketing to form a comprehensive market attack in order to occupy the market. Therefore, moving towards chain operation and spreading from multi-store chain business circle to multiple markets has become an important element of successful operation. The environmental strategy and entry strategy of fast food chain stores are as follows:

Environmental strategy: McDonald's: ○ Determine the location and scale of stores according to the regional population distribution; ○ Pay attention to regional distribution and logistics distribution; KFC: ○ Population structure and density; ○ Characteristics of business districts (mainly distribution of business districts, areas near schools and crowded areas); Wa: ○ Areas with large population movements; ○ Regional market development; ○ fast food; ○ Consumption characteristics; CD: ○ Understand the characteristics of the lot; ○ crowded areas; ○ community; ○ Consumption level near the business circle; Qzz: ○ Store size and seat design; ○ crowded areas; ○ Market vacuum area is the focus of future development.

Access strategy: McDonald's: gradually develop to the south-central, and develop stores suitable for various business districts and venue conditions (including crowded areas, near stations, schools, commercial areas and financial circles). KFC: All-round development. ZHG: By opening a store quickly to occupy the market space, we can get closer to McDonald's and position ourselves as a market follower. WA: Increase the gathering of customers in the form of multi-store operation, and take the commercial area and office area as the main access to open stores. CD pursues mass consumption mode and replaces roadside stalls. To sum up, the channel strategies of fast food chain stores can be summarized into the following forms: (1) occupy the target market through chain operation. (2) Free chain operation and franchise operation are the main forms of chain operation; Franchising is a business strategy and store brand purchased from abroad, which is the characteristic of western-style fast food industry, while fast food operators in China are still dominated by free chains. (3) Take big cities as the first target market, and then spread to the central and southern regions after gaining a firm foothold. (4) The length of logistics distribution route is an important factor that must be considered to cut into the market in advance. (5) Western-style fast food operators tend to concentrate on opening stores to create a bigger market, and developing to the suburbs is the future goal. (6) The crowd is Qian Chao. This is the main consideration for fast food operators to choose the location of stores, and the structure of the crowd is the focus of attention. The characteristics of the crowd are divided into: ○ floating population; ○ Local resident population; ○ Entertainment gathers people; ○ office workers; ○ Shopping crowd. (7) Different environmental features have different functions and ability to collect customers, so environmental features are the focus that operators must pay attention to. The business environment can be divided into: ○ business circle; Residential area; Office business district; ○ Entertainment area; ○ Academic area (near the school); ○ A comprehensive business circle with diverse functional combinations. (8) The consumption level of people in the business circle is an important factor affecting the opening of stores. (9) Developing multi-store can create more business volume and operating profit.

Promotion strategy: In the marketing strategy of retail service industry, the establishment of corporate image and popularity hype are very important. In addition to the feelings brought by the goods provided by operators to consumers, advertising and promotion activities are important strategies for operators to gain consumers' cognition and impression. Therefore, the practical application of advertising strategy and promotion strategy, sending appropriate advertising and promotion information and establishing close relationship with consumers are the main topics of promotion strategy. The promotion strategy of fast food industry is as follows: the promotion strategy of fast food chain stores:

Television advertising. McDonald's: ○ Drive fanaticism; ○ Invest heavily in TV advertisements; ○ Intensive and strong play. KFC: ○ More conservative, not too radical in TV advertisements; ○ Pay attention to the shaping of corporate image. CD: ○ More conservative, not too radical in TV advertisements; ○ Pay attention to corporate advertising. Wa: ○ Only advertise corporate image; ○ discount; ZHG: ○ Not yet used.

Promotion: McDonald's: ○ birthday party cooperation promotion; ○ Sponsor activities that give back to society. KFC: ○ discount; ○ Giving gifts; Use DM. Cd: ○ gifts; ○ Organize promotional activities; Wa: ○ discount; ○ Give small gifts. ZHG: ○ Gifts; ○ Hold a lucky draw outing.

Official report: McDonald's: ○ making use of opportunities to create news events; ○ Various activities attract the attention of various media; KFC: ○ Making use of opportunities to create news events; ○ Various activities attract the attention of various media; CD: not used yet; WA: not yet used; QHG: Not yet. Practical strategies: McDonald's: ○ using topic information; ○ Spreading and shaping spiritual figures or idols; KFC: ○ Focus on regional marketing; ○ Positioning strategy of those who seize market opportunities; CD: ○ Focus on regional marketing; ○ Positioning strategy of those who seize market opportunities; Wa: ○ Use word-of-mouth publicity; ○ Cooperate with holiday promotion; QHG: ○ Focus on regional marketing.

To sum up, the promotion strategy of fast food industry can be implemented through the following points: (1) The application of advertising strategy can be divided into three stages; A establish enterprise awareness and inform consumers of the nature of the enterprise, the products provided and the special services provided. B. Strengthen corporate image, increase consumers' recognition and affirmation of named purchase C. Strengthen advertising and promotion activities for single products (single products) or new products. (2) The shaping of corporate image is the marketing goal of operating fast food industry. (3) Western-style fast food industry also has the same characteristics, that is, the representative of the enterprise is the POP mode of chain stores, such as McDonald's as uncle McDonald's and KFC as colonel KFC. Its main purpose is to increase the affinity of enterprises to customers. (4) Word-of-mouth publicity and whispering campaign are extremely important modes of communication. In addition, strengthening services and maintaining good quality are both matters that must be implemented. (5) Gifts and prizes are the most commonly used ways of promotional activities, such as giving small gifts, receiving coupons, giving lottery tickets, etc., which are very popular and effective. (6) Joint advertising with other enterprises is also an effective way. For example, the joint advertisement of McDonald's and pretty shampoo is very successful. (7) Social love feedback activities, writing competitions, parent-child activities, happy families and other promotional activities involving customers are gradually adopted by fast food operators. (8) The shaping and promotion of the overall corporate image of chain stores must be achieved through charitable activities such as public welfare activities, sports sponsorship activities and blood donation activities. (9) The use of news and topic information for "controversial" publicity can attract the attention of the mass media and make free publicity reports. (10) can be a model of fixed-point marketing and advertising expression in the marketing strategy of small business districts in each branch. At the same time, it is necessary to strengthen the overall publicity and promotion activities according to the characteristics of people near business districts and stores.

Public relations: McDonald's attaches great importance to public relations and vigorously seeks opportunities to publish news in newspapers. Some of these news are trivial news produced by manpower, and some are well-designed materials to show the strength of McDonald's, such as "Flour used in early years can fill the Grand Canyon", "Tomato sauce used is equivalent to the water of Mississippi River" and later "hamburgers sold can be connected to the moon." Another thing that McDonald's deliberately created is McDonald's authority in the Hamburg industry. For example, a national poll shows how many hamburgers Americans eat on average a week-the number is accurate to several decimal places, and even the American Meat Association regards this information as a code.

McDonald's also took the initiative to create interview opportunities for journalists and participate in public welfare activities to gain public attention. In McDonald's PR Manual, different markets should take different measures. For example, in the family-oriented market, the proceeds from Hamburg can be donated to local schools to make band uniforms. The manual also guides franchisees on how to get newspapers to report the activities of various stores and how to get photos to contribute. McDonald's donates 4% of its operating income and about $50 million to various sponsorship activities every year. Turner, president of McDonald's, once said, "Let our name appear in front of the public and create a corporate image that can offset the sales of hamburgers. Our motives are 99% commercial.

In the public relations of chain stores, social relations are a very important part. Because the semicolons of chain stores are generally aimed at customers in a certain area, it is necessary to maintain a harmonious relationship with the local government, social organizations or units and all residents, and formulate public relations strategies according to the characteristics of business circles and people near each branch. For example, McDonald's requires chain store owners to participate in local public welfare activities, such as school bands and boy scout hospitals. The McDonald's branch in Wangfujing also organized employees to clean the ground near Tiananmen Square. McDonald's also has a special "ronald mcdonald house", which is mostly built near children's hospitals to provide free or low-cost accommodation for parents of sick children.

In addition, chain stores also need to pay attention to "public relations crisis", which refers to sudden vicious incidents that have a destructive effect on the image of chain stores. Because of the wide business scope of chain stores, the business environment of each chain store is very different, and it is very likely that a chain store will pollute the whole chain system because of its public relations mistakes. Therefore, chain stores should plan ahead as soon as possible and formulate basic countermeasures to deal with crisis events, so as to be calm and turn a vicious situation into a benign one. For example, McDonald's launched a product called "? Pounds ",the advertisement claims that the weight of the meat stuffing is? The weight of pounds is 4 ounces. After the product was launched, the company's public relations department encountered a big problem. It turned out that the US Department of Agriculture conducted a formal investigation and announced that the meat content of this pie never exceeded 3 ounces. After self-examination, McDonald's reported that the meat stuffing used in this product weighed 4 ounces before processing, thus avoiding the credibility crisis.

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There are many online, so be diligent!

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Simple phased promotion plan:

August-September terminal promotion plan

In order to speed up the bundling development of broadband and terminal products in the next stage, take advantage of the coming of the new semester and Teacher's Day, and integrate resources from all sides, the following promotion plan is formulated.

I. Promotion time

Second, the promotion theme

Third, the channels to participate in promotional activities.

Fourth, promotion indicators.

Verb (abbreviation for verb) promotional content

Note: For details and precautions, please refer to Annex II: Promotion Guidelines.

Popularization and propaganda methods of intransitive verbs

Seven, promotion control

Eight, promotional awards

Nine. Work arrangement and timetable

X. Cost-benefit budget

(A) the cost budget