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Integrated Marketing Communication Planning Scheme of Industrial Co., Ltd. (Outline)
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1989, * * Village Joint Enterprise Company was established. After a difficult start-up period, the accumulation of public funds in * * village has been increasing, and the development of enterprises has also advanced by leaps and bounds. 1995, * * Joint Enterprise Corporation was renamed as "Shandong * * Group Company", which realized diversified operation of the industry. Yantai * * Industrial Co., Ltd., a subsidiary of the group company, was established on September 8, 2005, which is a collection of urban water supply.
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, central heating, cogeneration and cement production.
As the object of full support of * * Group and a new economic growth point, * * Group has developed into a key leading enterprise in Laishan, and is committed to building a first-class urban public utility gold medal service provider in 2 1 century.
In today's era of rapid development, what kind of strategy and thinking mode should an enterprise that wants to operate permanently adopt in order to gain a firm foothold and create the future?
Relying on Laishan, a rich, modern and future urban center of full of green, its urban development concept, location appreciation, residential value and ecological value, which are in line with international standards, have already attracted much attention. This also makes * * industrial company, as an urban infrastructure operator, must base itself on the strategic commanding heights and plan its future development vision.
At this time, it is necessary to introduce highly integrated and professional innovative marketing concepts in time to meet the development needs of enterprises in the new social form.
◆ Part I: Market research and swot analysis (omitted)
We should be soberly aware that technological progress makes the production and service system of enterprises change frequently, and this change has become a continuous thing. Therefore, the enterprise management model developed under the environment of mass production and mass consumption has been unable to adapt to the rapidly changing market. In addition, there is considerable waste of resources. As an urban operation service enterprise, its corresponding marketing model needs to be gradually improved. Otherwise, it will become a bottleneck restricting its development.
1, market research
2. Four points analysis
S-dominance analysis
Inferiority analysis
O market demand opportunities
T industry competition and environmental issues
◆ Part II: Enterprise Strategic Planning
Competition gives customers more choices of goods; With the continuous improvement of living standards, customers have higher requirements for various products and services.
Faced with these challenges, only by carrying out fundamental reform and innovation at a higher level can enterprises enhance their competitiveness and make them more suitable for future survival and development space.
For an enterprise in a critical period of rapid rise and expansion, the operating environment and mode will be constantly adjusted and changed, and how to keep it intact. The coordinated development of enterprises is very necessary. Therefore, it is necessary to make a strategic plan for the development strategy of each stage.
1, long-term planning-building a gold medal service provider of urban public utilities in 2 1 century
2. Medium-term planning-3-5 years enterprise development vision
3.2008 Plan-Introducing Integrated Marketing Communication
◆ Part III: Integrated Marketing Communication
Integrated marketing communication plays an increasingly important role in the development of enterprises, aiming at providing clear and consistent information between customers and potential customers through the integration of comprehensive effects, so as to maximize the communication benefits.
In addition to establishing customer relationship, integrated marketing can also be used to establish benign interaction with other stakeholders, such as shareholders, employees, suppliers, media reporters, communities, government officials, special interest groups and even competitors.
There are two main advantages of adopting integrated marketing communication: knowing who to send the message to and what message to send, and keeping the consistency of the message; Let the enterprise's budget play its role (play its maximum role with the least investment in the most reasonable way)
1, enterprise positioning-brand image positioning
2. Target customer group positioning
3. Promotion-whether a brand concept can be recognized by consumers depends on communication; The main way to achieve communication lies in popularization.
◆ Part IV: Implementation and execution
A thorough understanding of the functions and characteristics of various communication tools is the first step to realize integrated marketing communication.
In today's 2 1 century, enterprises should not only use four traditional media (newspapers, television, magazines and radio) to advertise, but also know how to use different communication tools and combine different characteristics, such as public relations, direct marketing, interactive marketing, direct customer marketing, event promotion and network marketing popular in recent years to achieve the purpose of integrated marketing.
General requirements of marketing tools
U standardization and specialization: ensure that all documents and process links are handled in a standardized way, provide standardized services to customers, and reflect quality in details.
U Unity: All marketing methods should reflect the unified market image of "* * industry".
U integrity: horizontal integrity (old customers, new customers, network resources, telecommunications resources, etc. ) and vertical integrity (target customers, intended customers, prospective customers, customers, vip customers) should be considered.
U Uniqueness: It is necessary to reflect the uniqueness of "* * industry" and attract key attention.
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U Details: High-level competition is often reflected in details, which should be based on customer demand analysis and pay attention to customer attention and service in details.
Marketing communication goals and the most effective tools
U outdoor publicity in advantageous areas
U series media promotion (correlation)
U series activities
Related)
U Festival theme publicity activities (can be held once a month according to the situation to form contact)
U thematic interval publicity activities
U. Distribution of brochures, posters and promotional materials
U personnel promotion (or activity)
U strategic, flexible and interactive news events and publicity
U Strategic, extensible and interactive public welfare activities and public publicity (or activities)
U promotion
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Become a related publicity (or activity) of consumer word-of-mouth publicity.
The corresponding publicity of office supplies and company gifts.
◆ Budget
1. Budget arrangement (5%-8% of the annual net profit of the enterprise is recommended as the overall expense budget).
2. Media combination strategy