Collection of information sources of network marketing planning

I am a junior this year, and my major is marketing (business planning). Sometimes I am really confused about this major. I feel that I have to participate in and learn everything, as if I have learned nothing. Until now, I am a junior, but I still haven't really learned how to write a standard marketing plan. On the three-foot platform, what Kan Kan and the teacher talked about gave me a very empty feeling. I also went to an enterprise internship. What the enterprise wants is that you can enter this position quickly. So he will give you a template or an old planning book for you to imitate and write, but now it makes me feel that what I have learned in class really doesn't have much effect on my internship. Now I will talk about my understanding of how to collect information sources of network marketing planning. I will collect the information sources of Huawei Technologies Co., Ltd., Apple Company and Xiaomi Technology Co., Ltd. I think only by collecting the information sources of different companies in the same industry can we compare the advantages and disadvantages of different companies' online marketing in the industry. Such information source collection is meaningful, and there will be no progress without comparison. Apple selects samples: Apple's mobile phone information sources: Baidu Encyclopedia, WeChat, Tik Tok, official website platform information transmission channels: video, graphic, community, forum user interaction channels: community, major digital bloggers Twitter sample selection methods: Baidu, the company's previous data surveys and data analysis sample website survey results records: pictures+text, video problems: Apple's official accounts on major social media in China have less fan traffic, or even no official account registration. The online marketing of other flagship stores is even much better than Apple's official account. No matter on which social media platform, the tweets of major digital bloggers are more important than their own tweets, which can be said to depend on their own brand effect. Apple's mobile phone has done less in domestic online marketing. Solution: Choose more publicity channels and user interaction channels (Tik Tok, WeChat official account, WeChat video number, etc. ), combined with the characteristics and needs of the target group, expand the brand influence in major social media, improve attractiveness and acquire potential customers. Tik Tok Apple mobile phone has its own official account in Tik Tok, and there are few videos released, which are only related to new products. Other flagship stores or digital bloggers have higher fan traffic than official accounts. Many WeChat WeChat official accounts Apple mobile phones have their own WeChat official accounts, which are obviously higher in quality than the graphic and video released by Tik Tok platform, and open channels to promote the sales of their own Apple products. Baidu Encyclopedia can see quite a few links about Apple's website, and for Apple, Baidu Encyclopedia's data is also very complete. Baidu Encyclopedia Index has a comprehensive data analysis of Apple's mobile phone. Through the analysis of Baidu Encyclopedia Index, we can clearly see that the brand search consultation activity of the new model IPHONE 14 series is the highest before and after the release, and its main consumers are distributed in Guangdong, Jiangsu and Zhejiang, and the main consumers are young people aged 20-39, which shows that the main target users of Apple products are young consumers. Huawei selects samples: Huawei's mobile phone information sources: Baidu Encyclopedia, WeChat, Tik Tok, Weibo's information transmission channels: video, graphic, community, forum user interaction channels: user interaction, community, major digital bloggers Twitter sample selection methods: Baidu, the company's previous data surveys and data analysis sample website survey results records: pictures+text, video problems: Huawei's online marketing performance in major social media platforms is good, but it is ignored. It has its own social media platform-Pollen Club. However, in recent years, the comments of the pollen club are mixed, the number of users is increasing year by year, and the pollen club lacks actual development. Huawei fans lack a real platform to share their experiences. Solution: At the same time, develop more publicity channels and user interaction channels (Tik Tok, WeChat official account, WeChat video number, etc. ), Huawei should seize its own advantages and combine its own HarmonyOS system to provide the popularity of the Pollen Club, expand its brand influence, and attract more potential customers while retaining long-tail customers. Tik Tok Compared with Apple's official account in Tik Tok, Huawei's official account in Tik Tok is obviously superior, which shows that Huawei's official account in Tik Tok has far more fan traffic than other flagship accounts, and the official account of WeChat is similar to that of Apple. Huawei's official WeChat account platform also takes the form of article activity+video+sales. The number of articles related to Huawei on the official WeChat account is basically above 65,438 +0w+ Weibo Huawei has its own official account in Weibo, and Weibo is the most intensive platform for Huawei to interact with users. However, we can see that many articles published by Huawei official website have not gained high popularity. Although they have more than 3 million fans, they lack enough traffic. Therefore, Huawei should seize the wave of Weibo's super-talk activities and increase itself. Baidu Encyclopedia Baidu Encyclopedia describes Huawei's information in detail, including its business scope and development history. In Baidu Encyclopedia Index, through Baidu's data analysis of Huawei's search engine, we can see that, similar to Apple's mobile phone, the search volume and consultation volume of Huawei's mobile phone have increased greatly before and after the release of new products. Through the analysis of Huawei's consumer portraits by Baidu Index, we can see that Huawei's user groups are similar to those of Apple. The main consumer groups are distributed in Guangdong, Jiangsu and Zhejiang, and the main consumer groups are young people aged 20-39. It can be seen that the main target users of Huawei products are young consumers. But unlike Apple users, Huawei's main consumer groups are mainly men. Xiaomi Technology Co., Ltd. selects samples: Xiaomi mobile phone under Xiaomi Technology Co., Ltd. Information sources: Baidu Encyclopedia, WeChat, Tik Tok, Weibo information dissemination channels: video, graphic, community, forum user interaction channels: user interaction, community, major digital bloggers Twitter sample selection methods: Baidu, the company's previous data surveys and data analysis sample websites survey results: pictures+text, video problems: Xiaomi's main consumption. Its main problem is the exaggerated network marketing model, which leads to the serious inconsistency between its network promotion and the actual user experience, and the loss of a large number of user groups, such as serious fever of mobile phones or screen burning of mobile phones. In recent years, Xiaomi wants to enter the high-end mobile phone market. How to change its inherent image positioning through online marketing is a problem that needs to be solved at present. Solution: Improve the quality and design of own-brand products while solving the exaggerated network marketing model. Low-key online marketing model and high-quality product design will better grasp the psychology of consumers. If Xiaomi wants to enter the high-end mobile phone market, it must first change its product image positioning from major social media platforms. Tik Tok is different from Huawei and Apple. Xiaomi makes full use of the advantages of live broadcast and platform launch in Tik Tok to sell its own products, making Tik Tok not only a media, but also a sales channel. The official WeChat account is different from the official WeChat account of Huawei and Apple. Xiaomi's official WeChat account mainly provides after-sales maintenance service to provide users with a better after-sales experience. Weibo can see the Weibo Platform. Xiaomi has its own official Weibo account, and its fan traffic is roughly seven times that of Huawei. The main reason is Xiaomi's strong online marketing. Xiaomi makes full use of the channel of Weibo's Supertalk Lottery to increase its hot spot traffic, improve brand loyalty and attract some potential users. Baidu Encyclopedia Baidu Encyclopedia's description of Xiaomi mainly introduces its development process and enterprise-related events. In Baidu Encyclopedia Index, through Baidu's data analysis of Xiaomi search engine, we can see that, similar to Huawei and Apple mobile phones, the search volume and consultation volume of Xiaomi mobile phones have increased greatly before and after the release of new products. Through the analysis of the portrait of Xiaomi consumers by Baidu Index, we can see that the user groups of Xiaomi are different from those of Huawei and Apple. The main consumer groups are distributed in Guangdong, Jiangsu and Shandong, and the main consumer groups are young people aged 20-39. It can be seen that the main target users of Xiaomi products are young consumers. But unlike Apple users, Xiaomi's main consumer groups are mainly men. Summary Through the collection of information sources of the three major brands, it can be seen that the influence of mobile phone brands is different, which leads to different marketing efforts with the Internet. For example, Apple brand can rely on its own brand influence, and can conduct online marketing without spending a lot of money. Its market share far exceeds that of Xiaomi and Huawei, and its profitability is higher than that of Xiaomi and Huawei. Therefore, if Apple can focus more on online marketing, it will squeeze Huawei's share in the high-end mobile phone market even smaller. Huawei should give full play to its own social media platform and self-developed HarmonyOS system, and find another way to cache it in the current situation of being blocked by chips.