How to set up an e-commerce website planning plan

Broadband Video Channel" content planning and marketing promotion plan

Part I Market Analysis

I. Market Segmentation

From the point of view of the existing content of □□ Broadband Video Channel, there is not much difference from other similar broadband entertainment sites, the target audience can be defined as all broadband Internet access, and the group of men, women and children. The target audience can be defined as all groups with broadband Internet access, regardless of gender and age, and if we want to further subdivide (film and television content resources in the allocation of more effective), we can be subdivided according to the age group, it is easy to conclude that the young and middle-aged people are the largest group, the elderly and children accounted for a smaller proportion of the whole film and television industry, which is consistent with the overall film and television industry. Therefore □□ broadband video channel in the content is also mainly to attract young people of foreign action films, but due to the broadcast copyright protection and the domestic audio-visual market is relatively chaotic, coupled with the limitations of the computer itself in the form of expression, this broadband enjoyment of film and television in a short period of time is still only a minority of people's spice, not yet formed a large climate. Elderly people prefer drama, children like cartoons, which is also a group we can not ignore. p>

Broadband (Miscellaneous) ▲▲▲▲▲▲▲▲▲▲▲▲

Broadband (Regular) ▲▲▲▲▲▲▲▲▲▲▲▲

□□□□ Broadband (Status Quo) ▲▲▲▲▲▲▲▲▲▲▲

□□□□□□ Broadband (Goal) ▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲

1. Costs include: unit price of goods, transaction costs, one-time inputs, and periodic expenses

2. In terms of user costs, TV remains the most affordable entertainment medium.

3. From the point of view of resource updating and abundance, pirated video disk is still incomparable to other media.

4. Broadband portals operating without copyrights have had an impact on us.

Sex-plus ratio analysis of different media

Audio-visual enjoyment one time input unit expenditure amount average unit cost

Watch a movie ▲▲▲▲No $20-40 $30 or so

Buy a movie disk ▲▲▲1500 $10-15 $12

Rent a movie disk ▲▲▲1500$1-2$2$2

Broadband (no copyright) )▲▲300RMB120-150RMB/month→0

□□□ Broadband▲▲300RMB150RMB5/month

Note: The average unit cost does not include the apportionment of one-time inputs (nor does it include the purchase of televisions and computers).

Second, consumer psychology

From the above analysis, it can be seen that if a user belongs to the audiophile movie fans (like to watch blockbusters and old classics), then his income allows, the first choice to watch movies and buy video discs, followed by renting a disk, which is relatively the most affordable rental disk, so from the cost-effective analysis alone, just for watching movies and installing broadband is not cost-effective, and will not achieve the ideal audio-visual experience. It will not achieve the ideal audio-visual experience. If the installation of broadband is a family of different members of the same decision ***, the value of broadband is not only reflected in the on-demand movie, its comprehensive entertainment value will be greater than any other medium. However, the installation of broadband does not mean that it is necessary to consume □□ broadband movie and television cards, but the unit cost can not be further reduced in the case, if you can not enrich and enhance the content resources of the movie and television channels, it is bound to not cause any repercussions in the market.

In this way, our ideal target group can be depicted:

1, young and middle-aged couples living in newly built neighborhoods

2, medium level of income, the pursuit of taste and interest in life, and hope to get more information and entertainment through the network

3, basically, the two-point-one-lane life of going to work and getting off work, i.e., no free money to watch a movie and no leisure to go poking around.

4, price sensitivity is not very strong

Based on this description of needs, is the starting point for the next product planning.

Three, buying habits

The existing business point of purchase for the user to choose from is too small and inconvenient, in addition to not be able to take advantage of the planning of bulk price promotions. The next phase of the film and television card in sales can try the following measures:

1, the introduction of quarterly, semi-annual and annual card three kinds of prices in order to have a discount offer, to encourage people to buy more.

2, it is best to allow users to complete the renewal and recharge online.

3, adding new channel sales partners

Part II Market Competition

I. Some Broadband Entertainment Websites Introduction at a Glance

Website Name Hongyu Consulting

Website Background Fujian Telecom

Copyright of the source Fujian Gehua Audiovisual Co.

Supporting information includes film and television news

Interactivity includes search and query functions, online surveys

Features black and red tones, rich pictures

Charges: Monthly card: Aries card 30 days - 30 yuan, Taurus card 90 days - 80 yuan, Gemini card 180 days - 150 yuan, free community to provide free video appreciation

Site name Chinese video library

Website background education network, personal

The source of the copyright is estimated to be D disk, very rich!

On-demand category of film and television, songs MTV

Supporting information has film and television news

Interactivity has a search query function, online surveys, click to update the rankings

Payment method is free of charge

Website name of the Siyuan Scholar

Website background of the educational network, individuals

The source of the copyrights are all the D-disk, very rich! !

On-demand category film and television, songs, MTV, the Central Five sports programs

Interactivity has a search query, online surveys, click to update the rankings

Fee free

Website name Shangdu broadband network

Website background Zhengzhou Telecom

The film copyright is not for the film makers to declare that the source is not known

There is no copyright for the film makers to declare that the source is not known

There is no copyright for the film makers to declare that the source is not known. p>On-demand category film and television, songs MTV, flash animation, rock, CHANELV, Star TV, National Geographic, online radio

Interactive forum

Featured original music columns, Europe and the United States to appreciate the rock music

Charges for free

Website name RiRi film and television downloads network

Website background Shanghai a Company

Film source copyright evasion copyright way for the site statement: the station only provides film and television to appreciate the information and links, by all the netizens together to maintain, related to connect the content of the copyright belongs to the original site all, the film copyright belongs to the relevant audio-visual company all.

On-demand categories are mainly movies

Featured ordinary members and gold members, adult movies, film and television highlights

Charges 10 yuan monthly, no limit on the amount of downloads, do not remember the point! Another gold zone, providing gold members with more and more exciting movie programs! The gold member 14 month package 180 yuan, equivalent to less than 13 yuan per month

Website name Baoding hotline broadband network

Website background local telecommunication department (Netcom)

Source copyright source supplier: Golden Record Music (an audio-visual store)

On-demand category film and television drama, online TV stations, radio stations, theaters

The Interactive search

Featured movies are new

Charges are free to watch and charged for access

Website Name ChinaVnet

Website Background ChinaVnet is a program initiated by Guangdong Telecom

Copyrights are different for different types of movies but they are all indicated and therefore charged differently. There are different providers for different types of movies, but all of them have different fees because they are specified

On-demand categories of movies, TV dramas, and popular arts and sciences

Supporting information movies are equipped with complete screenshots and synopses

Interactive search and ranking

Features of the site include both licensed and pirated movies, which guarantees the legality of the copyrights and the updating degree of the movies

Fees vary from 0.20

Website Name21CN Broadband Network

Website BackgroundCentury Dragon Information Network Limited Company, a partner of Interstar

Source Copyright Unknown

On-demand CategoryLatest Movie and TV Drama

Supporting InformationFilms are equipped with complete screenshots and synopses

Featured graphic, layout, all the latest movies and television shows

We are proud to announce the launch of our newest movie and TV series, "The Newest Movie and TV Drama in the World. Characterized by beautiful graphics, layout all FLASH design, dynamic, fashion flavor is very strong

The second, the other mountain of stone

Through a large number of similar other broadband entertainment website to analyze and compare, out of the following aspects of them have the following aspects worthy of our reference:

1, first of all, the film content is very rich, including screenshots, synopsis, most of the do more Fine

2, followed by the form of expression, color collocation is very visual impact, can reflect the broadband avant-garde, fashion, high-tech flavor.

3, and finally the movie is updated very quickly, sources aside, most of them have quite a few new listings.

4, in addition to movies there are sets of TV programs

5, offer charges at the same time, with free on-demand to attract and stimulate potential users

Their weaknesses lie in:

1, the content is the same, the lack of innovation

2, in addition to on-demand movies, the relevant industry information to do a relatively shallow

3, the film divisions We provide our own, free of charge to the membership card users.

2, increase the movie fan forum, looking for enthusiasts in the community to host the forum

3, increase the appreciation of movie posters, movie songs MTV downloads or online enjoyment (free)

4, increase the members of the free on-demand service of at least two movies per week

5, vigorously promote the text message points to see blockbusters of the preferential activities

6, Bundle SMS, e-mail and VOD services and launch VOD greeting cards (sender pays, recipient free VOD).

What needs to be improved

1, replace worthless movies

2, replace mismatched and inaccurate movie screenshots

3, add a movie clip to each movie or set the function that users can terminate the VOD service without being billed in 10 minutes

4, redesign the page of the movie channel, including the color composition and animation. Firmly rooted in the hearts of users, but also need to play the interactive features of the Internet, to provide users with space for communication, on the one hand, to increase the dynamic anger for the video channel, on the other hand, through timely and effective interactive relationship, can be purely between the previous relationship between the enterprise and the user into the enterprise and the user, the user and the user of the multi-corner communication relationship between the customer service workload at the same time will greatly reduce our Improve the working effect of customer service. The general idea is to find a few at the same time love film and television and Internet enthusiasts as a guest host, give some economic returns, use them to guide the user's attention and participation in the column, and through them to gather a large number of industry news dynamics, but also greatly enriched the content of our film and television information.

Second, the planning and issuance of members of the weekly viewing

If we take the broadband portal as a new media to operate, we must learn from the traditional media practices. I propose that the video channel project team to plan a program viewing weekly for all □□□ broadband video card official users and potential users, the project team out of the content, the advertising department is responsible for the design and printing, weekly distribution. Its value lies in:

1, the organic combination of marketing and customer service

2, intangible services become tangible

3, can play a role in guiding users to consume

4, the publication of articles by enthusiastic users to stimulate their sense of participation

5, the prominent position of the commercial value of the advertisements can make up for the production costs of our

6, easy to brand, cultivate user awareness and recognition

7, easy to differentiate the competitive advantage

Weekly content panels:

Cover one □ □ □ □ □ □ □ broadband image

Cover three customer service hotline, the registration process guide, the winning user

Back cover of the commercial ads (initially, you can give each telecom office for free to do)

Back cover of the commercial ads (initially, you can give each telecom office for free to do)

This is the first time that we have published a weekly magazine. (free of charge for each telecom bureau at the initial stage)

Screenshots and text introduction of the new movie on the inside page, exciting posts in the forum, industry news, and other digests

Part V Implementation Steps

Plan and Schedule

Phase ObjectivesColumn ContentsPromotions and Promotions

February Phase IAdjustment and planning of updating the inventory of the movie and planning for the planning of new version and discussion of the □□ broadband weekly magazine Blueprint, the price gradient of the film and television package card

April the second stage of preparation for May 1, June 1 to increase the variety of films: drama, Oscar film MTV, increase the number of children's films, free multicast function trial run officially launched □□□ broadband weekly (the initial period free of charge for the suburban Telecommunications Bureau design and publication of print ads) and the new film and television monthly, quarterly and annual card

July the third stage of preparation for November launch of original content: review of classic films by category, DV work appreciation, fan forums, and TV stations and TV programs on-demand and group broadcast columns through the publication of soft reports in the mass media to publicize the difference of □□ broadband video channel, try to □□ broadband weekly external advertising

November the fourth phase of preparations for New Year's Day, the Spring Festival in the new version of the framework of the efforts to expand the number of films to strive for the new version of the monthly card, quarterly card and card

July the third phase of preparation Expanding the number of films and trying to reach 1,000 films/episodes before the Spring Festival Planning and bundling with film and television periodicals □□ broadband film and television card, hard advertising and promotion

Two, product and pricing strategy for the target user groups

According to the different needs of the users as well as the operability of the organization of the content, the film and television card users can be divided into the following categories:

The first category of movie fans, including senior movie fans and ordinary movie fans, the first category of movie fans, including senior movie fans and ordinary movie fans. The first category is movie buffs, including advanced movie buffs and ordinary movie buffs, the former preferring to watch foreign master classic movies with some depth, while the latter generally preferring to watch some Hollywood blockbusters. For □□ broadband, as long as the organized film has and maintains sufficient heat and attraction, they will become a long-term fixed consumer group. Therefore, I suggest launching a review section of the world's century-old classic movies to meet the needs of this group of people. In addition, it is also necessary to launch movies filmed and produced by DV enthusiasts themselves, which can create a sensational effect among the hardcore movie fans, and is also the difference between the □□ broadband movie channel and other broadband portals. There are also forums to facilitate communication among fans, which also help to attract popularity and ultimately build the channel into a virtual community where organizers provide film and TV material and space for communication, and consumers provide original content on their own initiative.

The second category of theater fans, the Internet entertainment content is mainly for young people, and broadband users will have a lot of family members of middle-aged and elderly people, they are often not interested in foreign and fashionable blockbusters, and the reality is that even online are not good to find a rich number of works of opera, which can also reflect the difference between our for other broadband sites.

The third category for children, this group is a loyal audience of cartoons, many of the best domestic cartoons have a sense of fun and education and is currently very rare in the market, to provide such films to parents to educate their children have a very positive role, so it will be a universal response from parents.

The fourth category of tourists and retail customers, and the above three categories of users is divided into different, this kind of users are still in the stage of trying or the current column to provide the film has not really attracted them, we have to do is to use accurate and effective marketing and publicity means, such as □□□ broadband weekly, to play a continuous informing and attracting role; and also for the user demand for the new issues, timely adjustment and enrich the content of the column, so that more and more satisfied with the contents of the column, so that it will be more and more popular. enrich the content of the column, so that it increasingly meets the user's need for entertainment, and ultimately become a loyal user of □□ broadband movie.

Three, the phased implementation of marketing promotion

Divided into phases on the one hand is to consider the progress of the work and the effect of the situation, in addition to the marketing work with the development of the broadband network, despite the fact that the network can provide 24/7 online services, but every holiday will become a □□ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ □ broadband card consumption of the concentrated period. Grasp the May 1, June 1, November 11, Christmas, New Year and Spring Festival these important days, with targeted film and television productions and publicity means, is the key to the successful completion of the year's work.

Four, supporting departments and workload

To complete the above tasks and achieve the desired goals, we need the cooperation and support of other departments. Involved in the work include:

1, external liaison, cooperation negotiations

2, review, editing the picture text and profile

3, maintenance of the forum and customer relationship management

4, collection and analysis of user feedback and suggestions, adjust the original content, functionality, structure and process

5, put forward the marketing program, in conjunction with the Marketing Department Implementation of the program

6, in cooperation with the support of the unit to design and update new columns or content

7, looking for and excerpts of relevant online information to supplement our content

8, entry, editing and web page updates

Part VI staff positions

A. Position

Channel supervisor of the main responsibilities (a):

Channel supervisor (a):

1,

Part VI staff positions

Part VI staff positions

I. /p>

1, planning the content and services of the channel

2, carrying out external liaison and cooperation

3, designing internal and external resource integration mode

4, planning and editing of weekly magazines

5, collaborating with other channels in marketing

6, analyzing and researching the operation situation, and reporting to the upper level of leadership on a regular basis

< p>Channel editor is mainly responsible for (a):

1, content collection of weekly viewing

2, registration and archiving of film updates

3, related information collection, organization, entry

4, processing of user feedback

5, user viewing statistics

6, part of the page processing tasks

> (conditions ripe for outside employment, the early stage can also be supervisors and editors concurrently)

Two, personnel requirements

1, marketing and management majors above bachelor's degree

2, familiar with ICP mode of operation, film and television website related work experience is preferred

3, familiar with domestic and foreign classic works of cinema and television, be able to write film review articles

4, age, Sex is not limited

Part VII Cost Budget

To achieve the expected goals, the costs involved, in addition to the expenses already incurred in the cooperation with Golden Mutual and China Broadcasting Corporation (CGCC), include the salaries of new personnel, the costs incurred in filling the original content, the cost of printing the weekly magazines, the cost of advertising and publicity, and the cost of marketing activities, etc. The project will be carried out in accordance with the requirements of the project.

Project budget (yearly) content

Staff salary 120,000 including supervisor and at least one assistant

Original content filling 3,000 yuan/year 1, film and television journals and magazines 2, the world's 100 years of film classics (book entry) 3, at least one hundred classic films (no copyright, compressed by yourself, see below for details)

Weekly printing costs 104,000 weekly new film blockbuster recommendations (pictures and text) members of the wonderful text of other columns of the latest developments in the list of winning users advertising

Advertising and promotional costs and □□□□ broadband platform together with the other channels accounted for

Marketing activities cost 5,000 yuan 1, monthly to enthusiastic users reward film and television card 10 2, with the telecommunications department to do the promotion of residential neighborhoods

Total: On the one hand, it is worthwhile to continue to urge the partners to provide the above movies, and on the other hand, it is worthwhile to use some marginal techniques to exploit the loopholes of the law to get a large number of new users. I personally suggest to open a forum, certain films can be uploaded by the editorial staff under pseudonyms, in addition, some of the films in the 100 years of classic film review column can also be used in the form of clips, truncated films or the whole film broadcast in sections, the source of the film in their own hands, do not have to share the cooperation unit, only the membership card users are eligible to enjoy or download online, at the same time, I suggest that the content of the free of charge, then on the face of the film we have a legitimate film, secretly we offer some "non-commercial" for the members. Members to provide some "non-commercial" value-added services, the use of these films, although free, but to count times, that is, 30 yuan of film and television card provisions for free to see ten free classic blockbusters.

Part VIII goals and revenue expectations

From the video channel cost budget backward projection of our customer development goals this year, at least to achieve the new sales of video cards more than 8,300 can cover the cost.

In addition, □□□ Broadband Weekly's distribution should drive advertising revenue, and at worst, the printing costs of the weekly should be passed on.

That is to say, the conservative business goal of the movie and TV channel this year is to accomplish 250,000 yuan of sales in various categories. Contribute more than 10,000 movie card members to the company. The ideal goal is to double that.

Part IX Guiding Ideas

I. Tasks and Objectives

Before the festival □□□ broadband launch is basically a kind of rehearsal and, the trial run stage, after the festival should be based on the user's reflection to make timely adjustments. Mainly by the following aspects:

1, do fine stock: the existing films are filtered all over again, there is no commercial value of the film all the way back to the partners; will be all the pictures and text to do the update; each film plus the trial broadcast of the film and wonderful screenshots.

2. Expand the incremental volume: use all kinds of non-illegal means to expand the content of the movie channel, in order to attract more movie and TV fans. In addition, we are actively exploring program cooperation with TV stations to expand another major resource channel in addition to films.

3, leading marketing: □□ broadband media attributes in print to extend the development of their own leading □□ broadband weekly, and this cost-effective media as the main means of promotion.

4, increase interaction: open up a forum for members to communicate, not open to the public, the serious customer service work as much as possible through this free and relaxed pipeline to carry out the development of intimate members to maintain and enhance the popularity of the forum, which produces valuable content as □□ broadband weekly material to attract more potential users.

Two, strategies and guidelines

Forums, DV

Cartoons □□ Broadband Club

Songwriting, opera SMS promotions

Opera fans DV contest □□ Broadband Weekly distribution

Advertisements, activities

Part X Film and Television Card System

One, the characteristics of the website's different levels of users

¨Status: not yet paid for the purchase of film and television cards or just use the cell phone on demand

¨Mental: to the Internet to take a look at random, feel valuable may become a paying user

¨Scale: 100%

¨Value: may produce paying users, will bring some advertising benefits

¨Authority: free MTV on demand, free to enjoy the multicast Movie and TV dramas, mobile VOD on demand, BBS visitors

¨Free registered members (test members)

¨Status: not yet paid for movie and TV cards

¨Psychology: want to have further access to related content,

¨Size: 50% (ideal)

¨Value: quasi-paying user group

¨Privileges: open A limited number of movies and TV programs are available for free on-demand broadcasting, and official members of the forum

Paid registered members (registered members)

¨Status: have paid for a movie and TV card

¨Psychology: want to get □□ broadband service in the long term

¨Size: 10% (ideal state)

¨Value: a stable source of profit in the long term

¨Value: a stable source of profit in the long term

¨Access: all paid functions are open to all

Non-registered paid users (temporary users)

¨Status: already paid for a movie card

¨Psychology: accidentally or temporarily acquired a movie card, but don't want to participate in the activities of □□ broadband yet, just trying to see it

¨Size: ? %

¨Value: short-term source of profit

¨Access: all paid functions are fully open

Two, user service strategy

To the general tourists

Provide a wonderful view outside the wall, without any gates on the main access road, so that they can walk around and look around as they like, and they can enjoy the group broadcast of the free movie and television productions. This is the first tier of people who become our official paid subscribers. Our promotional tool is to increase the "texting free movie" publicity.

The free registration user (test member)

is a type of user between general tourists and paid users, the main purpose of adding this category is to provide progressive ladder service (the initiative to communicate with the user), this type of "test" account set the expiration date, you can regularly statistics and analysis What percentage of potential subscribers will eventually be converted into direct paid members? This will facilitate the design and adjustment of our channel content and marketing strategies.

To registered paying users (registered members)

Relative to non-registered paying users, this type of user has a certain degree of subjective stability, i.e., the user wants to become a long-term member of our □□ broadband to enjoy the long-term services provided by the □□ broadband, they have expressed their recognition of □□ broadband services, and is likely to buy the quarterly or annual card that we will be provided in the future, most of them will be with the attitude of cooperation. Most of them will take a cooperative attitude to fill in the registration information so that they can participate in various kinds of prize activities organized by □□ broadband (this is very important, without prizes, users will not care to leave their real contact information), and in addition, for long-term customers, we can give discounts on the price or give extra points to reward the point of view, and so on.

To the non-registered paying users (temporary users)

This type of user is a temporary user, they are either not interested in participating in the further services provided by □□□ broadband, or the objective conditions do not have a long-term fixed use (such as foreign business trips to Beijing for a short stay), or just want to use the cell phone to click on the look. They are on the periphery of our core customer base, and their opinion of □□ Broadband will be crucial to our future promotions on a wider geographic scale. Our promotional tactic is to highlight the service differential between registered and non-registered members of the film and TV card

Visitors Test Members Registered Members Temporary Users

Mobile Phone √√ NONO

VOD card NONO $30 $30

Monthly card NONO $40/month * $40/month

Quarterly card NONO $100/month * 100 yuan/month

Semi-annual card NONO200 yuan/semi-annual * 200 yuan/semi-annual

Annual card NONO380 yuan/year * 380 yuan/year

Set of cards NONO1000 yuan/year1000 yuan/year

Note: * indicates that the registered members to enjoy the regular sweepstakes, film and television card consumption points back, such as full 100 Send 10, which can stimulate some of the non-registered video card users to become our registered members.

Four, the user access scenarios and access rights

different, in order to stimulate them to respond positively.