I. Market background
1, industrial (macro) background
That is, based on the collection and analysis of background information such as policies and regulations and industry development trends of the entire industrial automation control industry and related industries. For example:
With the large-scale production equipment and the complexity of production management in power, petroleum, metallurgy and other industries, equipment and management systems need better coordination to improve efficiency and reduce costs. These industries need professional automatic management and control systems.
The overall situation of power shortage in China will further expand the construction and production scale of the power industry, and the further optimized development of thermal power plants will provide a broad space for professional automation control enterprises to enter the industry.
National support and supporting policies for DCS and other automatic control systems.
2. Overall market (meso) environment
According to the overall strategy of our company, it is our core business to provide "thermal automation overall solution" and "management and control integration overall solution" for power plants. Then, based on the competition of domestic power industry and the core business of our company. What we want to collect and analyze is the meso-environment.
3. Regional market (micro) environment
In view of the company's recent strategy and planned regional target market, deeply understand the technical level, management level, target customer status, competition status and other environments of the electric power industry in this region (province and city). Is the micro-environment we want to collect and analyze.
Second, the regional market environment analysis based on the research report
According to the company's marketing strategy, further market research is carried out on the target regional market, mainly taking the following steps:
1. Visit by relevant government departments (to understand the macro-policy environment, technical level, system and management environment of the power industry, etc.). )
2. Senior leaders of electric power enterprises visited the forum.
3, electric power enterprise related technical personnel and general management personnel to visit and discuss.
If possible, you can also use questionnaires.
Market environment analysis is of great significance for us to further understand the needs of customers and formulate targeted communication strategies. In this chapter, based on the complete market research report, we need to understand the needs and suggestions of target customers and related institutions in the regional market, and formulate target marketing strategies according to this information. )
Third, the goal of promotion planning
For the target market, through systematic image packaging and publicity, accurately spread the brand image and technical service advantages of "* * * * * * *";
The first goal: overall brand promotion, so that the "* * *" brand is widely known to the public; (The public scope is defined as: industry public, business people concerned about technical information, intellectual class, etc. )
Mid-term goal: to promote the advantages/selling points, so that the technical and service advantages of "* * * *" can be deeply understood and concerned by the target public;
The ultimate goal: peer-to-peer communication among experts, so that "* * * * technology and service advantages" can be recognized by the target public and lead to cooperative behaviors such as purchase.
Fourth, corporate image design-building a comprehensive corporate identity system (introducing CIS in all directions).
CIS strategy has long been the basis of enterprise management, operation, publicity and promotion. Introducing CIS in an all-round way is to put a unique label on the enterprise and shape a unique personality.
1, (enterprise mental identity) MI
MI is usually regarded as the "spiritual belief" and "supreme constitution" of enterprises. In publicity and promotion, it is mainly used for the overall publicity of corporate image, telling the public "why does the enterprise exist" and "what is the business purpose of the enterprise"?
2. (Corporate Behavior Identification) BI
BI is usually regarded as the "code of conduct" of enterprises, similar to "laws under the Constitution". In publicity and promotion, some unique and innovative codes of conduct and employee behaviors often become the highlights of publicity, telling the public that "we can do things that other enterprises can't do" and "we can provide something special".
3, (corporate visual identity) VI
VI is usually regarded as the foundation of all publicity and promotion work of enterprises, which is equivalent to people's "clothes" and "clothes". An enterprise without VI is equivalent to a person who can't wear clothes, and it is difficult to leave a deep first impression. The first impression is very important in promotion, so VI is the basis of all publicity and promotion work. Tell the public that "our enterprise is like this" or "this enterprise is us".
The three systems constitute a complete CIS, which is the premise of our promotion plan. (1) Ensure that the specific promotion work forms a unique "* * * * * * *" brand in terms of documents, design and communication.
V. Ideas and concepts of planning and publicity
1, the communication concept of brand promotion
According to the actual situation of this project, the preliminary consideration should follow the following three principles:
Scientific, rational and professional
Namely: based on "scientific" data and analysis;
Prove the advantages of the enterprise through logical reasoning of "rationality";
Communicate with customers with the level and temperament of "professional" consultants.
The above three principles can be embodied in a theme advertisement and an overall image in the overall brand promotion. For example, "* * * * * *-Power Plant Automation Expert", an expert should basically combine the above three characteristics.
(Of course, promoting the concept of communication is a brand promotion plan, which needs the wisdom of all aspects to discuss together. )
2. Project advantages (selling point design)
From the perspective of planning and publicity, the selling point needs to be designed. Generally speaking, the principle of designing selling points is less but better. Starting from the reality of * * *, I should at least design the following selling points:
(1)) * * *
(2) Service advantages of * * * *
(3) Special value-added services
Selling point design must follow the principle of "this is what customers need most and what we have".
These selling points will be particularly important in the second stage of promotion and peer-to-peer communication, requiring conciseness and clarity, and pointing to the key points.
3, brand promotion ideas
Integrate all kinds of publicity methods and promote "selling points" with scientific, rational and professional ideas. Focus on pertinence, including group and regional pertinence. For example, in the stage of "overall brand promotion", we can focus on industrial enterprise clusters, airports, expressway and other regions. In addition, different stages of brand promotion need different key publicity.
Six, regional market phased promotion plan
According to the company's overall marketing strategy, the marketing strategy should be closely coordinated with it. Assuming that the company's overall marketing strategy is "attacking regional markets one by one", the preliminary thinking of the marketing plan is as follows:
1, the overall brand image promotion stage of regional market
Publicity and promotion content: promote the website of * * * * * * around the overall advantages and image of "* * * * *".
Publicity target: wider public, including: industry public, business people concerned about technical information, intellectual class, etc.
Publicity area: target area market.
Media: provincial and key municipal media (mainly news events), network, professional media, large outdoor billboards, television, radio, etc.
Mode: give priority to news hype and give consideration to hard advertising outdoor brand image advertising.
Create hot spots through news events such as expert discussions, comments and technological innovations to attract media attention;
Supplemented by paid soft news.
2. Promotion stage of regional market "advantages/selling points".
Promotion content: highlight the technical and service advantages of * * * (taking into account the overall advantages of the project).
Publicity target: industry public, scholars and relevant government officials.
Publicity area: target area market.
Media: the company's product manuals, service manuals, newsletters and other media.
Provincial or provincial mass media news hype, etc.
Network media.
Professional periodicals of newspapers, media, television and radio in key cities and counties.
Outdoor media near expressway and power plants.
Mode: hard advertising, supplemented by news hype.
Communicate directly with target groups through technical briefings, technical training/seminars and other activities.
3. Expert point-to-point communication
Promotion content: comprehensively introduce the technology, service advantages and value-added service advantages of * * *, provide guidance and consultation on cutting-edge technical information, and strive to facilitate the transaction.
Promotion target: target customers with preliminary intentions, including purchase decision makers, proposers and users of enterprise customers.
Media: The "tender" that the company can release all the information to the outside world and try to make the target customers fully understand all the advantages and corporate culture of Yunke to participate in bidding is also an important communication media.
Methods: Fully embody the three communication principles of "science, rationality and professionalism" and fully spread the overall advantages of * * * with the image of an expert;
Accurately judge the role division of enterprise user negotiation team, and be good at grasping the key points.
Seven, the advertising theme and news theme of each stage (omitted)
Eight, the media plan (omitted)
Nine. Promotion budget
Seize
1, CI scheme
2. Advertising copy
3. Press release
4. * * * * "Complete solution of thermal automation" ("integrated solution of power plant management and control") seminar scheme.
5, regional market research report.
6. Design and production of product description materials, after-sales service materials and information feedback materials.
7, all kinds of print, film and television advertising design.
8. Detailed cases of sub-regional marketing implementation.
9. Website management and maintenance scheme.
10, enterprise information dissemination and customer maintenance plan (establish a set of media to improve communication with new and old customers, such as: * * * * newsletter, customer factory celebration gifts, regular customer friendship, new product/technology release, free customer automatic information training, regular customer return visit system, etc. )