I. Introduction
With the development of China's economy, there are more and more new small and medium-sized enterprises. Credit evaluation, guarantee and counter-guarantee, recovery, liquidation and reorganization, and house purchase guarantee for small and medium-sized enterprises came into being. Its business opportunities are limitless. This advertising campaign is mainly carried out from four aspects: network, TV media, entity advertising and public information, in order to improve the company's popularity and expand its business.
Second, the market analysis
(A) Analysis of the operating conditions of enterprises
Through the joint efforts of company leaders and employees, our company has achieved good returns. Asset operation is stable. However, one of the main problems that the company is currently facing is its lack of visibility. In order to seek further development, the company must increase its business expansion, further publicize its brand and improve its popularity.
(2) product analysis
The company's main products are credit evaluation, guarantee and counter-guarantee, recovery, liquidation and restructuring, and house purchase guarantee for small and medium-sized enterprises. There are few enterprises in our county that can supply this business (the specific figures can be written), so the competition we face is not strong, and the company's business occupies a considerable share in the market. We should pay more attention to brand development. Because when the industrial development enters a mature stage, the brand becomes an increasingly important factor in the competitiveness of products and enterprises.
(3) Market analysis
In recent years, the number of small and medium-sized enterprises in our county has been increasing (the specific data can be supplemented here), and the initial capital chain of enterprises is incomplete. Small and medium-sized enterprises are prone to capital shortage in the initial stage and development process, so we have a huge customer base.
Consumer research
Small and medium-sized enterprises mainly learn about the services provided by the company through the media. For small and medium-sized enterprises, the services provided by the company are also necessary at this stage, and there is bound to be a market if there is demand.
Third, advertising strategy.
1, obey the company's overall publicity strategy, establish the product image, and pay attention to establish the company image at the same time.
2, long-term, in the necessary time to launch a consistent advertising campaign.
3, extensive, choose a variety of publicity methods and pay attention to the good publicity methods.
4. Seize the opportunity and be flexible.
Fourth, advertising strategy.
Online publicity
Advertise on websites where enterprises are concentrated. Such as information platforms, local information websites, portals, etc. In addition, a group of network promoters can be used to promote in the major forums that enterprises pay attention to.
(B) TV media publicity
Advertising in our county TV station. The form is flexible.
(1) Do ordinary advertisements in prime time, and play them circularly.
(2) Business leaders participate in TV programs to promote corporate culture.
(3) Invite TV stations to interview our company. This can show the company's business and corporate culture more deeply.
(3) Paper media publicity
Publish articles in newspapers and business magazines in our county.
Ask the reporter to make a special report.
Entity advertisement
Physical advertising is divided into two parts:
① Design publicity color pages and distribute them to small and medium-sized enterprises in our county. The design of color pages must reflect the company's corporate culture and business scope. The design is novel and unforgettable.
(2) Street advertising space promotion and electronic screen promotion.
Fourth, advertising budget.
(Fill in according to the actual situation)
Five, advertising effect prediction
Be able to determine the advertising effect through questionnaires, symposiums, etc. From time to time, so as to modify the advertising plan at any time.
The second company's advertising marketing planning scheme
I. Introduction
As xx passes through xx area, Calendar xx is a traditional wooden building materials trading market. In recent years, with the development of market economy, the market scale in xx area has been further expanded, but at the same time it is also facing a severe market competition situation.
Looking around xx, decorative cities abound: there are ten market groups headed by xx in the north of Jiangbei; Xx road has gold xx (now changed to xx lamps market); There is xx in the west; There is xx in the east, newly opened xx. Decorative cities around xx, such as xx, are also on the rise. Therefore, if xx building materials trade zone wants to be invincible in the fierce market competition, it must optimize the market environment, enhance the overall competitiveness, and establish its own characteristics and brand image of xx.
Second, the market overview
1. Comprehensive research on building materials consumption market.
The consumption of decorative building materials is one of the important contents of residential consumption, which is the need to deepen the reform of urban housing system. The goal of national housing reform is: by xx, every urban family will own its own house, with per capita living area of 15- 18 square meters. The goal of per capita living area in cities and towns in xx province is 10 square meter or more. In order to achieve this goal, we must promote residential consumption. Therefore, as one of the important contents of residential consumption, the consumption of decorative building materials will be a big market in the next few years.
At the same time, with the development of economy and the improvement of population quality, paying attention to the quality of life has increasingly become the fashion of people, especially urbanites. It can be predicted that the proportion of family decoration in family expenditure will become larger and larger.
Therefore, as far as the consumption of the whole building materials market is concerned, the prospect is very optimistic.
2. Research on competitors.
As far as xx and its surrounding areas are concerned, as mentioned in the preface, the market competition faced by xx is very fierce. Xx Decoration City is a large-scale and powerful material decoration city, which is typical among xx's competitors. Taking Jinsheng Decoration City as an example, this paper analyzes some specific situations of competitors.
① Geographical location: It is located at xx Road, No.1 Road, Hexi Key Development Zone, xx City, surrounded by many residential quarters such as xx, with convenient transportation and accessible public transportation, which makes Jinsheng close to Hexi area and radiate the whole xx area.
② Business overview: engaged in lighting, wood, ceramics, hardware, locks, sanitary ware, wallpaper, curtains, paints, coatings, kitchen utensils, stone materials, etc. At present, more than 60,000 kinds of middle and high-grade decorative materials are gathered, covering an area of 220,000 square meters, with a business area of 1.8 million square meters, and the occupancy rate of business premises reaches 1.000%. It can be seen that xx not only has diverse products, but also gives consumers more choices, and it is popular and powerful.
③ Supporting services: providing car distribution, telephone ordering, expert consultation, quality tracking, business center, bank, hotel tour, decoration personnel, technical supervision, group telephone, background music and other services. It can be seen that Jinsheng not only has strong hardware strength, but also has first-class software services, and is considerate of consumers in many aspects.
④ Overall management: Jinsheng adopts the mode of venue leasing and group management, and its management and service quality have obtained iso9002 quality certification. Indoor shopping environment is comfortable. There is a service hall in the exhibition hall, and exquisite shopping guides are given free of charge. Security guards keep order, and cleaners keep the shopping environment clean and tidy. Regularly publish internal publications to communicate managers and owners, owners and consumers. First-class management will bring first-class benefits.
⑤ Marketing promotion: Highlight the overall image, and advertise in newspapers such as Yangzi Evening News from time to time, but mainly advertise on street signs and light boxes, and play a huge advertisement of Jinsheng near other decoration cities (competitors). The personal image of the owner is displayed through internal publications and boutique shopping guides. The above methods can participate in market competition with collective strength and receive better advertising results.
Third, consumer research.
1. Consumers decorate their new houses.
In xx years, the per capita annual income of urban residents is xx yuan, with an average population of X people and an average annual income of X million. According to the internationally accepted ratio of house price to income, the average house price is 3-6 times the annual household income, so the appropriate house price is X million. The average house price (per square meter) in Nanjing is: urban X, new district X and affordable housing X. Based on the calculation of xx yuan per square meter, a 60-square-meter house also needs 1.5 million yuan, which is beyond the affordability of ordinary families. It can be seen that ordinary residents are unable to decorate immediately after buying a new house.
2. Consumers who decorate existing houses
According to the data, the balance of citizens' savings in xx years is xx billion, and the average household is about X billion yuan. In recent years, in connection with economic form, medical system reform, social security reform and children's education, the general residents tend to keep their savings. This is also the reason for the insufficient domestic demand in the whole consumer market in China in recent years. If this kind of family needs decoration, it must be based on low prices.
3. Group consumers
Most of these consumers entrust decoration companies to act as agents. In order to obtain greater profits, decoration companies must strive to reduce costs, and the price of building materials is an important factor in their cost composition.
(1) Advertising slogan of Xinhua Bookstore (2). Creative advertising slogans of holiday promotion activities (2) and (3). Advertising slogans of promotional activities (4). Advertising slogan of cake baking activities (5). Advertising slogans of public welfare activities (6). Advertising slogan 202 1 (7) for Christmas Eve activities in shopping malls. 20 19 Latest advertising slogan for automobile activities (8). 20 19 10. 1 National Day advertising slogan is the hottest (9). 202 1 Christmas advertising slogan (10). Advertising slogan of seasonal discount for children's wear.
4. Summary
From the above analysis, it can be seen that at present and in recent years, the consumption of building materials is still dominated by middle and low prices. Accurate market positioning is a necessary condition for xx to win in the competition. In order to seek long-term development, the quality of products and services must be guaranteed at low prices.
Four. Xx research
1, advantages
(1) Historical Tradition: Calendar and xx are traditional wooden building materials trading markets. This gives xx an invisible authoritative advantage in the building materials market. At the same time, due to this historical reason, xx has long been a household name in Nanjing.
② Location: Located on the Qinhuai River in the south of Nanjing, with a railway nearby, which is convenient for freight transportation. Another X-class bus has arrived, which is convenient for consumers. The whole area of xx is 10000 square kilometers, and there is a lot of room for development. If it forms a scale and has huge energy, it can radiate the whole East China region and even the whole country.
③ Policy: The xx Municipal Government regards the xx Bridge area as one of the top ten commercial and trade areas in xx, and the xx District Party Committee and District Government attaches great importance to it and strives to create the location advantage of xx. This provides a good policy environment for the development of xx area.
2. Disadvantages
① Business overview: There are two large and medium-sized building materials markets such as xx 12, and more than 80 scattered building materials stores. Enterprise structure includes state-owned, joint venture, joint-stock system and individual economy. On the one hand, it enlivens the market in xx area, on the other hand, it also brings great difficulties to management, especially the shaping of the overall image. As far as business varieties are concerned, there are wood, plate, paint, hardware, ceramics and so on. , similar to other decorative cities. As far as the grade is concerned, it is not as complete as competitors such as Jinsheng.
② Supporting services: The supporting services are few and poor. This year, the Administrative Committee has implemented "unified management", "unified fees", "unified publicity" and "unified preferential policies" for this area. However, the service target is only car owners, and consumers benefit less. Merchants are fighting for each other, and the services enjoyed by consumers are not the same as those enjoyed by Jinsheng.
③ Overall management: This is the weakest link of xx. The characteristic market in this region is formed naturally in history, not in the planned scale, and it is difficult to manage. Owners have no overall concept, and managers just play the role of service providers. Large decorative shopping malls and many single facades facing the street compete with each other, and there is no interest in complementary interaction. The whole area is noisy and dirty, which can't give people a pleasant feeling.
④ Marketing promotion: lack of modern overall marketing concept. Most of the owners are still at the level of the initial market economy, and their marketing methods are single, mainly advertising, with uneven investment and poor results. ;