Part 1 2021 Marketing Plan

1. Background Analysis

As a traditional Western festival, Christmas is now regarded as a special holiday by more and more Chinese people. It is accepted by young people. At the same time, Christmas in China is showing an increasingly obvious commercialization trend. Now in China, half a month or even a month before Christmas, various businesses are also playing Christmas cards. Decorate your own stores with a Christmas spirit to attract consumers and launch various Christmas promotions. The increase in various Christmas celebrations and commemorative activities held by businesses and all walks of life has also created favorable opportunities for the postal service to carry out marketing activities, business promotion, expand social influence and increase revenue.

2. Development process

1. Information acquisition At a bureau meeting of the Xuanwu District Branch, xx, the director of the marketing department, conducted a brief greeting card project development to the heads of each outlet. During the training, when director x was interpreting the Christmas marketing cases of foreign postal services in "Market Vision", xx, director of the Beijing East Road Office, thought of the Christmas promotion brochure from Shanghai Pudong Development Bank that she received yesterday. xx is a credit card user of Shanghai Pudong Development Bank. In the Shanghai Pudong Development Bank statement received that month, there is a booklet that specifically introduces card discounts during the Christmas period. There is a page in it that says that Shanghai Pudong Development Bank will hold a store at the Shanghai Pudong Development Bank Fashion Plaza in xx neighborhood on Christmas Eve. Have a celebration. xx proposed at the meeting whether we could develop some kind of business from this event.

Director Wish cards will be distributed to citizens on Christmas Eve, and New Year wishes and New Year blessings will be filled in on-site and delivered to the mailbox by "Santa Claus".

2. After the program planner saw the introduction, Director x immediately thought, why not recommend our postcards to them? Since it is a New Year's greeting, it is meaningless if it cannot be delivered to the other person's hands. If the wishing cards could be replaced by our postcards and distributed on site, the impact would be completely different. The front of the postcard can be printed with an advertising image of Shanghai Pudong Development Bank. In this way, the postcard can not only be used by citizens to convey feelings, but also the postcard advertisement can form a secondary communication between the sender and the recipient, reflecting the Shanghai Pudong Development Bank's sincere giving back to the society. It can also play a role in corporate publicity. Moreover, postcards are low-cost, low-priced, and easily accepted by organizers.

3. After the stranger visited Director x and planned a plan, he immediately started looking for the organizer. I was blinded by the situation at that time. I knew that this event was organized by Shanghai Pudong Development Bank, but I didn't know which department was responsible for it, where the office was, and who was in charge. To this end, Director x visited the Shanghai Pudong Development Bank City Branch nearest to Shanghai Pudong Development Bank Fashion Plaza. After communicating with a person in charge of the bank, he learned that this event was actually co-organized by Shanghai Pudong Development Bank Nanjing Branch and xxx Co., Ltd., and the specific operations were performed by xx Ltd. is responsible. The person in charge agreed very much after seeing our plan, so he took the initiative to help us contact the relevant staff of xx Co., Ltd. After making an appointment, Director x rushed to xx Co., Ltd. located on xx Road the next day. After contacting the person in charge of the activity, the other person said that this idea was very good, but doing so would increase the cost of the activity. He needed to ask for instructions from his superiors and negotiate with Shanghai Pudong Development Bank. The other party would agree before doing anything. Director x considered that there was only half a month until Christmas. If they waited for internal communication, they would waste a few days. Then there would be no guarantee that the postcards could be printed before Christmas, and the plan would be useless. Therefore, Director XX took the initiative to propose that we come forward to communicate with Shanghai Pudong Development Bank, and XX readily agreed.

On the same day, Director He arranged for the advertising department to start planning the front advertising design of the postcard.

4. Since the implementation of the project, the three parties have had many contacts, and the project has progressed very smoothly.

During the period, xx proposed whether the post office could receive and send postcards on-site, so that citizens could fill them out and send them on-site. This would not only attract citizens to stop in the square, but also allow citizens to feel that the blessings were sent on-site on Christmas Eve. It would feel like Better. Director x agreed and would dispatch manpower to provide full support.

3. Implementation results

In the end, we reached a final cooperation agreement with xx: 3,000 postcards were produced and distributed to citizens for free at Shanghai Pudong Development Bank on Christmas Eve, and citizens filled in New Year greetings on site , send it to relatives and friends, and the post office will collect and send it on site.

On Christmas Eve, the on-site event was very successful: under the 20-meter-high Christmas tree decorated with bright lights in the center of Shanghai Pudong Development Bank Fashion Plaza, the beautiful "Snow White" was responsible for distributing free "Christmas postcards" to the citizens, dressed up for Christmas The postal staff carefully reviewed the recipient's name and address, stamped it with a date stamp, and put it into the mailbox for delivery. The atmosphere at the scene was very warm.

IV. Marketing Enlightenment

1. Keen market insight Although Christmas is a "foreign festival", it has now been widely accepted by Chinese people. With the help of Christmas in various businesses, While vigorously developing the market, postal personnel must also keep pace with the times, be good at exploring business opportunities from such social hot spots, and actively explore the market.

2. Help customers win In this event, although the cost of the organizer has increased, postcards are also a high-quality advertising carrier for Shanghai Pudong Development Bank, which promotes the corporate image. More importantly, this event makes Shanghai Pudong Development Bank and 1912 Block have gained very good social influence. This project progressed so smoothly precisely because when planning the plan, we always considered it from the customer's perspective, catered to the customer's psychological expectations, and helped the customer achieve results.

Part 2 2021 Marketing Plan

Father’s Day is coming, what gifts have you prepared for your dad? Dad has been working hard for a year, should he relax and have some fun?

xxx is specifically designated for Father’s Day from June 19th to 20th, 20xx. We have prepared a variety of parent-child activities as "gifts for dad". Come and see which one best suits dad's wishes. ! Feel the Father's Day culture, and there will be a thousand-yuan grand prize waiting for you on site.

It is reported that the live program arrangement is rich and colorful, and "father and son (daughter)" will definitely have a happy and meaningful day in xxx.

1. There are now flying flag, checkers, military flag, and chess activity areas. Customers can participate at will, and only the winner will get a small World Cup gift; on this day, let the "father and son (daughter)" have a good relationship with each other. "Kill for a while!"

2. Set up darts game, hoop game, and fishing game areas, and compete according to the rules of the event. The winner will receive a small World Cup gift.

On the afternoon of the 3rd, 19th and 20th, there will be on-site lottery drawings for two consecutive days. Grand prizes such as a thousand-yuan home appliance set and a xxx razor prize are waiting for you.

4. Children who like to draw can sign up for the children's painting competition under the leadership of their parents, draw the love they have for their father, or draw the image of their father in their minds, and give the paintings as holiday gifts. Give Dad a special way to express your holiday wishes to your father. If you draw well enough, you can win the first, second and third place and win gifts.

5. The World Cup is in full swing, how can we miss this exciting event? xxx also carefully arranged the "live football watching" session, let's cheer and cheer for this quadrennial event!

It is understood that xxx’s currently launched landscape building king products include 89㎡ value-for-money three-bedroom apartments and 112-119㎡ four-bedroom apartments with wide views, which are extremely cost-effective. For customers who purchase a house between June 5th and June 30th, 20xx, and sign the contract within the agreed time, xxx will give great value discounts, and all of them can enjoy the xxx honeymoon tour, and the travel fund can also be used to offset a certain amount of the house price discount.

Part 3 2021 Marketing Plan

1. The significance of “xxxB” marketing and the purpose of finalizing the plan

1. The significance of marketing . The reason why this article is listed at the beginning of the article is to highlight the point: "xxxB's marketing is not just the marketing of an ordinary product of the company." Because, compared with the company's other products, xxxB's Marketing has special meaning and impact on companies.

2. Establish the purpose of this plan.

It should be noted that the marketing of "xxxxB" is a comprehensive work involving the combination of software and hardware, and the cooperation of all aspects of production, supply, and sales departments. It relies on correct scheduling and coordination, and relies on active collaboration in all aspects. . The purpose of formulating this plan is to gain the attention and support of leaders at all levels of the company and the knowledge of all departments and links, and to clarify the strategies and specific measures we should take in the face of this work, so as to unify our thinking and coordinate our actions. , Let’s work together to complete this important work.

2. Current Marketing Situation

Analyzing the current marketing situation of domestic Chinese systems (specifically, mainly Hanka) will help us understand the current market conditions and product conditions. , competitive situation and macro environment, have a clear understanding of it, provide basis and reference for formulating corresponding marketing strategies and adopting correct marketing methods.

1. Market conditions

The current domestic demand for microcomputers is approximately xx million units per year. With the widespread use of computers and the decline in computer costs and prices, coupled with the increasing competition from major foreign manufacturers in the Chinese market, the demand for PCs will continue to increase. Chinese people will naturally use computers to process Chinese, so the market for Chinese systems It exists objectively and shows an increasing trend. At present, more than x% of PCs are equipped with Chinese systems, of which soft Chinese character systems account for x%~x% and Chinese cards account for x%~x%. Due to the diversification of microcomputers and Hanka types, users' requirements for Hanka focus on compatibility, adaptability and multi-purpose. In addition, since there is no unified Chinese standard for Hanka in China, whether there are more tool software and supporting software And the support of application software, that is, whether it is relatively standardized or authoritative to ensure the long-term interests of users' investment, is also one of the main issues that users are concerned about.

2. Product status

Due to the company’s long-term host-centered business strategy, Hanka is only used as a subordinate product serving the host and is not developed and designed as an independent product. And marketing, so from xxx to CVGA/24, although technically speaking they were all at the level at the time, and the market demand was obvious, there were not many sold individually except for the sales of complete machines. Therefore, the company is not profitable enough on Hanka, and its current market share is far from what it should be. Other manufacturers have taken advantage of the situation and occupied the Hanka market, resulting in xx creation standards, and imitations and other products have taken over. The phenomenon of profit not only caused losses in commercial interests, but also, more importantly, lost a good opportunity to further popularize and promote the xx Chinese system and unify domestic Chinese industry standards. The launch of xxxB now is to make up for the company's previous deficiencies in this area and re-establish the product image of the xx Chinese system in the market and in the minds of users.

3. Competitive situation

Generally speaking, all Chinese systems including soft Chinese character systems and Chinese cards are potential competitors, but soft Chinese character systems are different from Chinese characters due to their performance and price. There are obvious differences between cards, and the corresponding demand range is different from that of Hanka. The market that Hanka competes for is relatively concentrated, and the products are also comparable. Therefore, for 9000B, the main competitors are various other Hanka . Currently, the most popular and distinctive Hanka cards in the market include Giant, Wangma, Lenovo, Double Star, Kingsoft, etc.

Each of the above-mentioned Hanka cards has its own characteristics. According to the competitiveness of xxxB, it can be ranked as Giant, Kingsoft, Wangma, Lenovo and Double Star. Competition calls for unified Chinese industrial standards, and opportunities and challenges coexist. xx should rely on its strength and influence to seize this favorable opportunity.