Corporate advertising campaign to promote marketing plan (two)

Article I company advertising and marketing plan

I. Preface

With the development of our county's economy, the newborn small and medium-sized enterprises of the appropriate amount of increasing. Credit assessment of small and medium-sized enterprises, guarantee and counter-guarantee, recovery, liquidation and reorganization of the business, home ownership guarantee and other businesses came into being. The business opportunities are unlimited. The advertising campaign is mainly from the network, television media, physical advertising, and information sent in four ways, so as to increase the company's visibility, expanding business and other goals.

Second, the market analysis

(a) analysis of business conditions

After the company's leadership and staff *** with the efforts of our company has achieved good returns. Assets are operating smoothly. However, a major problem facing the company at this moment is the lack of visibility. In order to pursue further development, the company must increase its business development efforts, further publicize its brand and enhance its visibility.

(II) Product Analysis

The main products of the company are credit evaluation, guarantee and counter-guarantee, recovery, liquidation and reorganization business, and home purchase guarantee for small and medium-sized enterprises. Can supply this business is very few companies in our county (can write a specific number) so the competition we face is not strong, the company's business in the market has a considerable share. We should pay more attention to the development of the brand. Because when industrial development into a mature stage, the brand becomes an increasingly important factor in the competitiveness of products and enterprises.

(C) market analysis

In recent years, the number of small and medium-sized enterprises in our county has been increasing, (here you can add specific data), and just started the enterprise capital chain is incomplete, small and medium-sized enterprises in the beginning of the development and the process is very easy to appear in the situation of shortage of funds, so we have a large customer base.

(D) Consumer research

SMEs are mainly through the media to understand the services provided by the company. For small and medium-sized enterprises, the services provided by the company are also necessary at this stage, and there will be a market if there is a demand.

Third, advertising strategy

1, subject to the company's overall publicity strategy, to establish the product image, while focusing on establishing the company's image.

2, long-term, in the must time to launch a consistent advertising campaign.

3, wide-ranging, choose a diverse range of publicity methods while focusing on catching the publicity effect of a good way.

4, grasp the timing, flexibility.

Fourth, the advertising strategy

(a) network publicity

In the enterprise is more focused on the website advertising. Like the enterprise focus on information platforms, local information sites, portal sites and so on. In addition to enable a number of network promoters, in the enterprise concerned about the major forums to promote.

(B) TV media publicity

Advertisements in our county TV station. The form is flexible and varied.

① In the prime time to do general advertising, cyclical broadcast.

② business leaders to participate in the corresponding program in the TV station to promote corporate culture.

③ Invite the TV station to do an interview about the company. This can be more in-depth show the company's business and corporate culture.

(C) paper media publicity

① in the county's newspapers, business magazines published articles.

② Please ask the reporter to make a special report.

(D) physical advertising

Physical advertising is divided into two parts:

① design publicity color pages, distributed to small and medium-sized enterprises in our county. The design of the color pages must reflect the company's corporate culture, and business scope. The design is innovative and memorable.

② street advertising space publicity, electronic screen publicity.

Fourth, the advertising cost budget

(according to the actual scenario to fill in)

Fifth, the advertising effect prediction

From time to time to questionnaires, symposiums and other ways to make the advertising effect of the final, in order to amend the advertising program at any time.

Part II of the company's advertising and marketing program

I. Introduction

As xx from xx region through, traditionally xx is the traditional wood building materials market. In recent years, with the development of the market economy, xx area of the market scale has further expanded, but at the same time is also facing a serious market competition situation.

Looking around the xx, decorative cities abound: north of Jiangbei xx, xx, led by the ten market groups; xx Road, there is a gold xx (now changed to xx lamps and lanterns market); west of xx; east of xx, as well as the newly opened xx. xx around the xx xx, etc. decorative city is also on the rise. Therefore, xx building materials trade area to be invincible in the fierce market competition, we must optimize the market environment of the xx trade area, enhance the overall competitiveness, set up an image with self-characteristics, and hit the xx brand.

Second, the market overview

1, the general study of building materials consumer market.

Decorative building materials consumption is one of the important elements of residential consumption, and residential consumption is the need to deepen the reform of the urban housing system. The goal of the national housing reform is: by xx years, every urban family has its own housing, per capita living area of 15-18 square meters. xx province urban per capita living area target is more than 10 square meters, to achieve this goal must promote residential consumption. Therefore, as one of the important elements of residential consumption, the consumption of decorative building materials in the next few years will be a large market.

At the same time, with the improvement of economic development and population quality, pay attention to the quality of life is becoming more and more people, especially urban fashion. It can be predicted that home decoration will account for an increasing proportion of household expenditure.

Therefore, in terms of the consumption of the entire building materials market, the outlook is very optimistic.

2, competitor research.

In terms of xx and the surrounding area, as mentioned in the introduction, xx facing market competition is very fierce. xx Decoration City is a very large scale, strength of the material decorative city, in the xx competitors have typicality. Now take Jinsheng Decoration City as an example to analyze some specifics of competitors.

① Geographic location: located in xx City, Hexi Key Development Zone, the first road on the xx road, surrounded by xx and other residential areas, convenient transportation, xx road buses can be reached, so that Jinsheng close to the coverage of the Hexi area, far from the radiation of the entire xx area.

② business profile: business lighting, wood, pottery, hardware, locks, sanitary ware, wallpaper, curtains, paint, coatings, kitchenware, stone, etc., has brought together more than 60,000 kinds of mid- and high-grade decorative materials, covers an area of 220,000 square meters, business area of 180,000 square meters, business room rental rate of 100%. It can be seen, xx not only a variety of products complete, giving consumers more choices, and popularity, has a very strong strength.

③ Supporting services: Provide car delivery, telephone ordering, expert consulting, quality tracking, business center, banking, hotel tourism, decorative staff, technical supervision, group telephone, background music and many other services. It can be seen that Jinsheng is not only strong in hardware, but also first-class software services, multi-party for the sake of consumers.

④ Overall management: Jinsheng adopts the mode of venue rental and group management, and obtains ISO9002 quality certification for management and service quality. The indoor shopping environment is comfortable, and there is a service hall between the exhibition halls, which gives free exquisite shopping guides, and there are also security guards to maintain order and cleaners to keep the shopping environment clean. Regularly publish internal publications to communicate between managers and owners, owners and consumers. First-class management will bring first-class benefits.

⑤ Marketing and publicity: highlighting the overall image, advertisements in newspapers such as Yangzi Evening News from time to time, but mainly road signs, light box advertisements and huge advertisements of Jinsheng in the vicinity of other decorative cities (rivals). The owner's individual image is shown through internal publications and boutique guides. The above methods can participate in the market competition with collective strength and receive better advertising results.

Third, consumer research

1, renovation of the new house consumers

xx year xx urban residents per capita annual income of xx yuan, to the average household population of x people, the average annual income of x million families. According to the internationally popular house price-income ratio, the general house price is 3-6 times of the annual household income, so the house price is suitable for x ten thousand dollars. The average price of housing in Nanjing (per square meter) is: x in the urban area, x in the new area, x for affordable housing. xx yuan per square meter, a set of 60 square meters of housing needs 150,000 yuan, which is more than the average family's ability to afford. It can be seen that the purchase of a new house immediately after the renovation, the average resident has the heart not to be able to do.

2, renovation of existing housing consumers

The data show that in xx year xx citizens savings balance of xx billion, the average household x million yuan or so. In connection with the economic form in recent years and the reform of the medical system, social security reform, children's education issues, etc., the general residents tend to retain savings. This is also the reason for the lack of domestic demand in the entire consumer market in China in recent years. This kind of family if you need to renovate, must be in the middle of the low-priced mainly.

3, group consumers

Most of these consumers entrusted decorating company agent, decorating company to obtain a larger profit, will certainly strive to reduce costs, and the price of building materials is an important factor in its cost composition.

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4, synthesis

From the above analysis, it can be concluded that at present and in recent years, the consumption of building materials is still dominated by the low and medium price. xx To win in the competition, accurate market positioning is necessary. In order to seek long-term development, at the same time in the low price, product and service quality must have a certain guarantee.

Fourth, xx research

1, the advantages

① Historical tradition: calendar, xx area is the traditional wood building materials trading market. This makes xx in the building materials market has an intangible authority advantage. At the same time due to this historical reason, xx in the Nanjing area has long had a certain popularity.

② Geographic location: located in the southern part of Nanjing City, Qinhuai River, near the railroad, freight convenient. Another x and other buses to reach, consumer traffic is convenient. xx the entire area of x million square kilometers, there is a lot of space for development. If the scale is formed, the energy is huge, can radiate the whole East China, and even the whole country.

③ Policies: xx municipal government xx bridge area as one of the xx ten major trade zones, xx district party committee, district government attaches great importance to, and strive to create xx location advantages. This provides a favorable policy environment for the development of xx area.

2, disadvantage

① business profile: the existing large and medium-sized building materials market, such as xx and other 12, scattered building materials stores more than 80 households, the operating structure of the state-owned, joint venture, shares, individual economy. On the one hand, this active xx regional market, on the other hand, but also to the management, especially the overall image shaping has brought great difficulties. In terms of business varieties, there are timber, plate, paint, hardware, ceramics, etc., and other decorative city similar. In terms of grade, there is no Jin Sheng and other competitors complete.

② supporting services: supporting services are few and poor. This year, the management committee of the region to implement the "unified management", "unified fees", "unified publicity", "unified preferential policies ". However, the service targets are only owners, and consumers benefit less. Merchants fight on their own, consumers enjoy the service can not be the same day with Jinsheng.

③ Overall management: this is the weakest link of XX. The region's specialty markets are formed naturally by history, not by planned scale, and management is difficult. The owners do not have a holistic view, and the managers only play the role of the service provider. Large decorative shopping malls and many street-level individual storefronts compete with each other, without forming a complementary interaction of interest **** the same body. The whole area environment is noisy, more dirty, can not give people a pleasant feeling.

④ Marketing and publicity: the lack of modern overall marketing concept. Most owners are still stuck at the level of the early stage of the market economy, a single means of marketing, advertising-based, and uneven investment, poor results. ;