#planning# Introduction In order to ensure the successful conduct of the activity, we need to formulate an activity plan in advance. The activity plan is the specific action implementation details, steps and arrangements formulated for a certain activity. The following is a compiled marketing activity planning plan, welcome to read!

1. Marketing activity planning plan

1. Foreword

In the near future, driving will be a life skill that people generally master, and cars will no longer be It is a symbol of privileged people, but will be a means of transportation for people to go out. So when people own a car of their own, they will undoubtedly care more about it. The development of the automobile industry has shown a significantly accelerated trend in the past two decades. The automobile market has a bright future, and automobile consumption will inevitably become people's daily consumption content.

2. Main body

1. Market situation

① Audi cars entered China earlier, and people have a good reputation for its performance, safety, comfort, etc. , as people's lives are getting better and better, social and economic development is rapid, and as people slowly understand the automobile industry, Audi cars will gradually approach the homes of ordinary people. Audi cars have a great future anyway.

②The Audi car market is growing rapidly. The car is currently in the development stage. The company needs to find potential customers and focus its marketing on those potential customers, followed by publicity. In the next few years or even ten years, Within a few years, the demand will increase a lot. The increase in demand shows that Audi cars have good performance in all aspects and are accepted by people.

2. Consumer Research

For consumers, in the future, people’s dependence on cars will increase, and people’s quality of life will be greatly improved. In terms of transportation, Generals will choose safer and more comfortable cars, and Audi cars will become their first choice because they are safe, comfortable and affordable. The Audi car market has broad prospects for development.

3. Marketing strategy

① Product strategy

Adopt some discounts and price reduction strategies in a timely manner, and use product combinations to sell cars.

　②Price strategy

Price strategy is mainly reflected in price reductions and various forms of preferential promotions. In the modern house buying market environment, it is necessary to emphasize the consumer perspective, so all policies are adopted from the outside in.

The pricing within a certain range means that we first consider the consumer’s psychological acceptance. When our price is higher than a certain limit, it will be difficult for consumers to accept it. If it is lower than a certain limit, it will show a lack of taste and will not be favored by consumers. , after considering consumer acceptance, then consider competition factors, and finally consider cost factors.

③Publicity strategy

Can be divided into long-term advertising and short-term advertising. Long-term advertising can be done outdoors and on websites. Outdoor advertising can set up billboards in places with a lot of traffic and traffic, advertise on websites, promote on well-known domestic automobile websites, and combine it with Baidu promotion to enable users to enter easily and quickly. Company website. In the short term, it can be used on TV subtitles, TV movie ads, radio ads, newspapers and magazines, SMS platform radio ads and SMS platform promotions. It has strong flexibility and low content change cost. It can achieve better results before large-scale auto shows and promotional activities. In addition to long-term advertising and short-term advertising, there are also invisible advertising, visits, distribution of leaflets, large-scale holiday promotions, and internal advertising releases. You can do charity activities, brand alliances, and time hype to increase the company's influence and popularity. You can establish a positive impact and provide differentiated and personalized services to attract customers' attention.

　④Service strategy

It is necessary to improve employees’ service awareness, advocate humanized services, sincerely care about customers, understand their actual needs, integrate family affection and friendship into sales services, and constantly improve Innovation, exceeding customer expectations, making the entire service full of "human touch", taking serving others as a pleasure, giving one more greeting and one more smile from the heart, so that customers can feel the care of relatives and the warmth of friends. Charm attracts customers firmly.

In addition, it is necessary to implement service quality assessment and incentive mechanisms, establish service models, guide employees to achieve humanized services, and improve service projects starting from the details.

4. Staffing

Equip high-quality talents with a work attitude, seriousness and responsibility, and customer satisfaction.

5. Budget

Media promotion: 3 million Related activity promotion: 500,000 4S in-store promotion: 100,000 Other expenses: 100,000

6. Benefits Analysis

This time, the Audi 4S store’s all-round and large-scale advertising will have an immediate effect on improving the entire Audi brand, which will bring an intangible value chain that is difficult to estimate.

7. Contingency plan

Effectively respond to the harm of various economic crises to the company before various difficulties and dangers, and minimize losses as much as possible.

3. Ending

If we can predict the future, we can wait. If we cannot, we must prepare in advance.

Through market research and a comprehensive review of the development of the Audi car market, we have reason to believe that the Audi car market has huge market potential.

For the marketing planning of Audi cars, we will do our best, regardless of honor or disgrace.

2. Marketing activity planning plan

1. Current marketing situation

In China, everyone thinks that online marketing is a newly emerging online marketing model. , in view of the current situation in China, the quality and popularization of Internet users, it is a bit reluctant, but we have to stand high and see far. In fact, the space for Internet marketing is still very large and has great potential. Enterprises can greatly benefit from Internet marketing. Reduce investment and achieve quick results, making it the first choice for companies to do marketing.

2. Market demand analysis

Feasibility analysis:

1. The competitive advantage of online bookstores with high quality and low price.

2. Online bookstores spread quickly.

3. The number of purchasing customers faced by online bookstores has reached 80 million.

Website design requirements analysis:

1. Establish a complete product information display system.

2. Establish a corporate image of honest management.

3. Maintain market position.

4. Attract more customers, provide short-term discounts, regularly update information, understand customers, implement discounts, engage in promotional activities, etc.

5. Provide more effective services to existing customers.

6. Develop new business opportunities, such as: various audio products, various software and hardware, learning CDs, etc.

7. Establish a complete online service system to integrate online and offline services.

3. Promotion plan

1. Brand building, establishing bookstores and chain stores.

2. In addition to personal promotion methods, non-personnel promotion includes three forms: advertising, public relations and business promotion.

3. Search engine promotion.

4. Business information platform release: Use global resources and various large-scale business platforms to present the new products of our bookstore online bookstore in front of our customers in a timely and effective manner.

5. Industry links: Search extensively on the Internet for some peer websites related to this website, and make industry links with them, which can increase the visibility of various industries.

6. Business software promotion: Use online marketing business software to publish the information and product information of the University Town Book Bar and Online Bookstore to the supply and demand platforms of major industries.

7. Use holidays and weekends to carry out campus promotion and recruitment activities to increase visibility.

8. Implement a membership system.

IV. Network Security Management

In response to security risks on the Internet, in order to effectively prevent websites from being illegally invaded, ISPs should strengthen website security management.

Network security management is mainly divided into four aspects:

1. Prevent unauthorized access.

2. Prevent leaks.

3. Prevent users from rejecting system management.

4. Prevent loss of system integrity.

3. Marketing activity planning plan

1. The purpose of planning this case

China is the hometown of tea and the birthplace of tea culture. The discovery and utilization of tea has a history of four to five thousand years in China, and it has been popular all over the world. Tea has become the most popular, popular and most beneficial green drink for physical and mental health in the world. Tea integrates heaven, earth and people into one, advocating that "tea people all over the world are one family". The purpose of tea online marketing planning is to enable tea products and brands to win in the increasingly fierce market competition. By analyzing the marketing situation of your own tea products, you can plan your own strategic approach based on your own strengths and weaknesses. In the fierce market competition, we will carve out our own space, strive to occupy the market as much as possible, and better promote product sales.

2. Analysis of the Internet Marketing Environment

1. Market Situation

China is the origin of tea and the largest producer and consumer of tea. It has thousands of years of drinking experience. Tea history, tea has been integrated into people's lives. Drinking tea has become a living habit for most Chinese people. Tea has become an indispensable healthy drink and spiritual drink in social life. Moreover, with the popularization of people's concept of healthy consumption, tea is being accepted, loved and enjoyed by more and more people. Pursue.

The tea market is highly competitive and has many varieties, but it also has many shortcomings. First, the standard system and health and safety system for tea production are lagging behind; second, there are abundant tea types, large output, and few brands. For example, the public knows that there is Pu'er tea, but they don't know what brands there are. There are many brands in the entire Pu'er tea market, but they are not strong. As a result, Pu'er tea brands such as Dayi, Xinyi, and Laocang, which are relatively popular on the Internet, are only relatively popular on the Internet.

The current domestic tea market seems to be calm, but in fact it is undercurrent, and many tea companies are eager to break out of the cocoon. However, the current characteristics of the tea industry, which are numerous, chaotic, and weak, have led to disorderly competition and low-level competition in the entire industry, and consumers lack basis and direction for purchasing. It can be said that the domestic tea industry is "famous tea, no famous tea". Therefore, it is very important to quickly promote our tea brand through online marketing.

2. Product analysis

Pu'er tea brands include: Yunshangpin, Dayi, Xiaguan, Longyuanhao, Mengdai, Iceland Hu, etc. "Yunshangpin" is unique and distinctive. Other brands are not exclusive to us, and consumers can also search for similar products in other stores.

3. Consumer analysis

Pu'er tea can lower blood lipids, blood sugar, and blood pressure; improve eyesight, resolve phlegm and relieve cough; can slim down and remove fat, especially fat accumulation in the lower abdomen; can warm the stomach and protect Stomach.

Different functions also have different consumer groups.

White-collar workers: Drinking Pu'er tea can reduce radiation and relieve physical and mental stress.

Men: Drinking Pu'er tea can sober up the smoke, improve eyesight and soothe the mind.

Women: Drinking Pu'er tea can beautify and slim down, clear fire and detoxify.

Middle-aged and elderly people: Drinking Pu'er tea can reduce the three highs and resist aging.

3. Internet Marketing Strategy

(1) Product Strategy:

We have many products, which are divided into two categories, one is our own products, the other is Categories are products of other merchants. Our products are "top-grade in the cloud", unique and have great potential for development in the future. Every product has a certain life cycle. Consumers will easily get bored if they use a product for a long time. Research and development of new products can retain old customers and attract new customers at the same time.

The products of other merchants include Dayi, Xiaguan, Longyuanhao, Mengdai, Iceland Hu, etc. These products help consumers enter when searching for similar products, increase popularity and sales, and quickly improve our credit rating.

According to the different functions of Pu’er tea and consumer groups, we sell various types of Pu’er tea to meet the needs of different consumers.

For example, the target consumer group of daughter tea is white-collar workers; mini Tuocha is for the convenience of office white-collar workers.

Product combination sales: Product combination sales, while subtracting part of the price, can stimulate consumption and drive the sales of other products.

(2) Price strategy:

Consumers have different spending power, so price is of great significance to consumers.

1. Discount pricing: Some products that have been sold for a long time and have a low cost can be priced at a discount in the later period or during holidays to make consumers feel that they have taken a big advantage.

2. Fractional pricing: The price figures are not rounded up, but fractions are retained, which makes consumers feel that prices are low. A product priced at around 100 yuan is priced at 110 yuan. Consumers think it is a product costing more than 100 yuan, so the price is set at 98.

3. Ultra-low price: Choose a suitable tea and set the price at a relatively low price. Consumers can easily find it when searching for the product, and then enter the store, which increases the popularity and also promotes the sales of other products. Sale.

(3) Promotion strategy:

1. Online advertising strategy:

According to different consumer groups, you can advertise on different websites, or you can Advertise on the homepage of the store to attract consumers.

2. Sales promotion strategy:

①Special promotions: For consumers, special promotions can attract more consumers' attention. You can use special promotions during festivals to attract customers to buy at low prices.

②Gift strategy: Many consumers like small discounts, and giving small gifts can easily make them have a good impression of the store. Of course, there can also be other activities such as "buy one, get one free" or "add one yuan to get other products."

③Software strategy: Taobao has many software that can be placed in stores to promote consumption. For example, "Daily Specials" can launch a kind of tea every once in a while. Consumers are easily affected by "special offers". "Group buying" software has a countdown, and many consumers follow the trend. If everyone else buys it, then buy it yourself, especially when the countdown is about to end.

IV. Website promotion

(1) Online advertising strategy:

1. Through train: The products promoted by Taobao through train can be bought on Taobao as long as they want to People can see this kind of baby, which greatly improves the baby's exposure and brings high traffic and sales to the store.

2. Email: Send emails to consumers or groups who often pay attention to the store every once in a while.

3. Store advertising:

① Launch product image advertising in the early stage of the planning period.

② Launch promotional advertisements before holidays and major events.

(2) Search engine marketing:

1. Keywords: During the purchase process, consumers generally use search engines, enter the approximate name of the product, and search by category. Set keywords to help consumers find your products.

2. In-site SEO:

① In-site connections: Use the content relevance of each section and the site map to build a large number of in-site connections to increase page views throughout the day.

②Website structure: Use HTML static pages to design the homepage and reduce the use of frames and dynamic elements.

(3) Event marketing strategy:

There are many activities in Taobao services. Try to participate in the activities to increase the exposure of the store. Such as: trial center activities, gold coins, Juhuasuan group buying, etc. Choose activities that are available to attend.

(4) Soft article promotion:

Soft articles are written and published in a planned way from the user's perspective, the industry's perspective, and the media's perspective, so that each soft article is It can be excerpted and published by various websites to achieve the best effect. The soft article should be written so that users can gain something from reading it, and the title should be written to attract the website, so as to achieve the best publicity effect.

5. Budget

1. Recruitment of personnel: 1,000~1,500 yuan;

2. Market research: 800~1,500 yuan;

3 Website optimization: 500~1200 yuan;

4 Online publicity: 8000~15000 yuan;

5 Miscellaneous expenses: 1500~20xx yuan;

Total: 11,800~19,200 yuan.

4. Marketing activity planning plan

The summer is hot in June, and the father’s love is like a mountain in June. The sunshine in June is the hottest of the year, symbolizing the fiery love a father gives to his children. Father's love is like a mountain. Many things in life cannot last forever, but the love our father gives us is eternal. The annual Father's Day is coming. On this Father’s Day, in order to mobilize the enthusiasm of consumers, attract more customers, and increase turnover, the management company has studied and decided to propose a Father’s Day marketing plan as follows:

1. Event time: June 17th - June 18th

2. Purpose of the event:

1. To stimulate family consumption and enhance the company’s good brand image through activities;

2. Drive consumption and compete for market share;

3. Increase E-meal sales and increase the operating income of each store.

3. Activity theme: Father’s Day is in our hearts, and the xx family is close.

IV. Activity location: xx

V. Activity content:

1. During the activity, the greeters of each store will give gifts to middle-aged and elderly men who come to the store for consumption. Holiday Wishes "Hello and Happy Holidays".

2. During the event, each store will play the two additional tracks "Repay Life" and "Father".

3. During the event, you will receive gifts when ordering xx meals.

Anyone who spends over RMB 688 on phone orders will receive 4 pairs of xx meal playing cards for free. Anyone who spends over RMB 888 on phone orders will receive free xxE meals. A VIP membership gold card will be given as soon as possible. All stores must be registered and financially prepared. live.

4. During the event, the kitchen departments of each store will launch several Father’s Day love packages. The prices of each store can be determined according to their own specific conditions. The dishes are mainly healthy and nutritious, and the names of the dishes reflect father’s love (reference : The love of gratitude, father’s love like a mountain, father’s love like water, father-son love). We also recommend a Father’s Day special dish.

5. During the event, guests who spend 800 yuan or more in the store will receive a free family photo (10-inch plastic package). Each store must register and keep financial records.

6. The Planning Department uniformly uses the SMS platform to send Father’s Day blessing text messages to customers: “We are thinking about Father’s Day, and we are a family of xx. We warmly launch a variety of Father’s Day love packages. xx Catering wishes all fathers in the world a happy holiday. ! ”

6. Publicity matters:

1. The planning department of the management company is responsible for engraving Father’s Day banners, one for each store, with the content “Father’s Day in our hearts, xx family”, And deliver it to each store before June 15th;

2. The planning department of the management company will uniformly send Father’s Day blessing text messages to all store customers on June 16th, “Father’s Day is in my heart, xx is a family, thank you very much A Father’s Day Love Package is launched with warmth, xx Catering wishes all fathers in the world a happy holiday! ”

7. Notes:

1. Each store carefully organizes employee learning activity plans, and organizes employee learning activities according to the plan! Employees will be trained on relevant knowledge;

2. During each store’s activities, take photos and develop photos to increase revenue;

3. Point card activities, coupon activities and other activities At the same time.

5. Marketing activity planning plan

1. Activity theme:

Tell your favorite person out loud

2. Activity time:

　XXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXX期Purpose of the activity:

Since it is Singles’ Day, you might as well hold a “Singles’ Day Party” in the beauty salon so that young single friends can find their favorite partner during the activity. And every friend who wants to participate in a social gathering wants to give the other person the most perfect side of themselves, so they might as well let the beauty salon fully equip themselves. The beauty salon team carefully creates a set of beautiful makeup for you. This is also an excellent opportunity for beauty salons to enhance their brand awareness and increase customer trust.

5. Activity content:

Activity plan one: Say loudly that I like you

During the activity, boldly say what you want to say the most to the person you like. , and give away beauty products. Those who succeed in expressing their love can also receive the beauty salon's "pairs" and "for a lifetime" beauty packages. These love packages are prepared for consumers free of charge by beauty salons while supplies last.

These activities are free to participate in. All guests present, after purchasing high-end beauty salon products, will be able to obtain cosmetic samples and give the samples to the person they like. If the confession is successful, the two of them will go to the "Happiness Gate" to receive gifts from the beauty salon.

Activity Plan 2: Happiness is within reach

At the Singles Day event on X, month, . To stimulate consumers' purchasing desire with such a high prize rate, every customer participant can participate in the lottery. The prizes are first prize, second prize, third prize and special prize. The first prize is 30% off the product or card opening item selected, the second prize is 20% off, and the third prize is 10% off. The special prize is a small gift.

Here Preetisha would like to remind all merchants that the setting of prizes must be based on cost accounting. You can design more first and second prizes and send them to customers in the form of easy prize coupons. Especially new users, we also need to let them feel the benefits and authenticity of the beauty salon.

Organizing the Singles’ Day promotion activities in an innovative and distinctive way is also a prelude to the following year-end activities, attracting consumers to actively participate in beauty salon activities in the future. Of course, if the beauty salon can really create a couple, there will be no shortage of beautiful things.