Short message service platform scheme

Outdoor advertising plan-1. background information

With the acceleration of market diversification in China's information industry and China's imminent accession to the WTO, the competition in the telecommunications market is becoming increasingly fierce. In addition to competing with domestic enterprises such as China Telecom, China Unicom and China Netcom, China Mobile Communication Company must also face the crazy expansion of multinational companies. In the current grim situation, China Mobile Communication Company must seek new economic growth points in order to win fierce competition. -It is in this situation that the technical platform for extending traditional voice services to digital services was launched. This is a business plan of mobile data service launched by China Mobile Communications Group. Based on the access modes of voice, WEB, WAP, SMS and STK, it provides customers with information inquiry, on-demand, personalized customization and electronic transaction services with mobile information as the service content. This plan first focuses on developing Xi 'an's college market, advertising to college students, and then radiating the whole society and enhancing its image among netizens.

Second, the enterprise profile

At present, the newly launched digital services mainly include: caller ID, WAP service, international automatic roaming, mobile QQ, information on demand, English-Chinese dictionary, "Shenzhouxing" stored-value card, etc.

Third, the market prospect analysis

""is the window of China Mobile Communication Company's external information and the technical platform of new digital services. Relying on the powerful strength of China Mobile Communications Group Corporation, we can truly realize mobile interconnection and lead the trend of the times. According to preliminary statistics, the mobile phone penetration rate of college students in Xi 'an is between 6%- 18%, and the number of netizens exceeds 93%. All mobile phone holders basically surf the Internet. However, less than 20% online students know about it, and even fewer people log in or understand its digital business. Therefore, the publicity of China Mobile Communication Company on its new business among college students is still insufficient.

From the long-term strategy, more than 80% of college students will become mobile phone users in the next two to five years, which is a huge potential consumer market. After graduation, college students are scattered to all walks of life, through which they can drive and influence some social consumers, thus expanding the market to the whole society.

College students are advanced in thinking and easy to accept new things, which is more conducive to publicity. Therefore, publicity in colleges and universities plays an important role in the development of mobile communication and the development of new services. To sum up, colleges and universities have great market potential and broad prospects. Therefore, it is very important to promote new mobile services among college students.

Fourth, market segmentation and market positioning.

1, target market

Taking the current college students as target consumers, promoting their business can not only win the existing market share, but also greatly open up a broad potential market in the future. It is a wise choice to take the publicity of colleges and universities as the primary breakthrough point.

According to the business characteristics of, the target population is divided into:

(1) There is no mobile phone at present, but it will be available soon;

(2) There are mobile phones at present, and new mobile services are needed in the future;

2. Consumer analysis

Target consumers are located at the level of people with high education level, good economic situation, frequent internet access and mobile phones. For those who have mobile phones at present, we should let them know and apply new services and try our best to win this market. For those who don't have a mobile phone at present but will have one in the future, they should first develop into users of China Mobile, and then let them understand and apply new services.

3. Market competition situation

Judging from the current mobile communication market, there are many communication operators such as China Unicom, China Netcom and China Railcom. With China's entry into WTO, more and stronger foreign telecom companies will participate in the competition, and the mobile communication market will become more intense and cruel.

From the Internet point of view, netizens prefer well-known professional portals and seldom choose other websites (such as Sina, Sohu and Netease in China). Only by combining the two can we enhance our competitive strength.

4. Market advantage opportunities

Mobile communication and Internet are well combined to realize the unification of mobile Internet. At present, this is the first one, which has great advantages over simple mobile communication or the Internet, and there is no great competitive threat. We must seize the business opportunity as soon as possible and use it to promote new mobile services on the Internet.

5. Business positioning

If many people used to know about the Internet through e-mail, but now they know about it through QQ, and every student who goes online in colleges and universities has at least one QQ, then the main publicity business of colleges and universities is mobile QQ. Let them know about other services through the understanding and application of QQ, so as to fully expand mobile digital services.

Verb (abbreviation of verb) marketing mix strategy

▲ Outdoor advertising

In order to enhance consumers' attention and form an impression accumulation effect, outdoor billboards, light boxes and neon lights are set up in the university campus, so that people can naturally accept advertising information with a relaxed mood of appreciating art. The specific location can be selected in places where people are concentrated, such as canteens, newspaper columns, campus main roads, lawns, stadiums and so on.

Advertising should pay attention to fresh and bright image and new business, avoid being too commercialized, combine the campus culture of the university, pay attention to corporate image and corporate culture, and make it easy for students to accept. Advertising content should be diversified and reflect the characteristics of the new digital services that follow.

Advertising language should focus on the business characteristics of mobile Internet and the image of mobile enterprise, and should choose lively and expressive advertising language, such as "turning mobile dreams into reality" and "unlimited communication". Let billboards become the flowing corporate culture and humanistic spirit of Xi 'an University, become a beautiful landscape, and integrate the flowing corporate culture into the campus culture of colleges and universities.

▲ Leadership lecture

We should make use of college students' desire for success and the entrepreneurial experience of successful people, and invite the person in charge of mobile to give some lectures to guide college students to learn more about mobile enterprises. The content of the lecture can be combined with the different humanities environment in colleges and universities, looking forward to the bright future of college students, aiming at the mobile Internet advocated by mobile, looking forward to a better life in the future, and interspersed with mobile enterprise culture, so that students can have a good influence on mobile communication companies invisibly, use inflammatory language, deepen the stimulation, make students have a certain desire to explore, and then have a desire to buy, thus achieving the purpose of marketing.

The lecture time should be chosen from the beginning of the semester to a weekend in the semester to avoid conflict with the review of the final exam. The lecture topics can be selected as "Mobile Internet, New Fashion of Future Life", "Development Prospect of Mobile Communication", "China Mobile Talent Strategy" and "Shaanxi Mobile Leaders Talk about Successful Experiences".

Attention should be paid to the introduction of mobile enterprises and services in the lecture, but it is necessary to avoid over-commercialization, show more human feelings, show the importance and desire of mobile communication companies for talents, and be willing to provide more opportunities and better environment for the development of talents, so that students can feel intimate with mobile companies.

At the same time, the lecture will distribute the business and image publicity materials of the enterprise to the audience, and will also distribute small souvenirs.

▲ Mobile Cup Football Match

Combined with the strong football atmosphere created by China Football Team's entry into WTO this year and college students' love for football, based on the fact that colleges and universities hold football matches every year, schools can choose teams led by mobile communication companies. Hey? The experience of alliance. Colleges and universities are divided into four groups according to the region, and the home and away games system is implemented. The top eight players are selected for the championship in the group competition.

Set up a publicity point in the competition school in advance to carry out all-round publicity, and join hands with periodicals, radio stations, football associations and other organizations to create a strong atmosphere. Make banner advertisements of hydrogen balloons beside the stadium, hang banners and set up distribution points for mobile publicity materials. And unified advertising by the mobile communication company.

During the competition, fans' small speakers will be given free of charge, and a beautifully made mobile enterprise promotional material will be bundled; For students who don't have a strong football complex, we can make some beautiful plastic bookmarks, simply and clearly point out the image of the mobile company, and give them to the students free of charge, so that every student can see and move the image every day when he turns over the book, so that the students can feel intimate with the mobile company and push the publicity activities to a climax.

During the whole activity, social media can be invited to follow up and report, so as to strengthen publicity, enhance the mobile image and enhance social influence.

▲ Art Tour

Cultural performances can enrich campus cultural life and are deeply loved by students. Can be combined with students' own New Year's Day or National Day cultural performances, unified planning by mobile communication companies, undertake some cultural programs, and take turns touring in schools. The mobile communication company is responsible for all the costumes and some equipment of the actors, and based on the programs of the mobile communication company, the programs of colleges and universities are interspersed in the programs of the mobile communication company.

Posters and other publicity will be held for a week before the performance to create an atmosphere. The outstanding image of the whole activity and a professional taste publicity performance at the climax of the performance not only enlivened the atmosphere at the scene, but also deepened the understanding of the students.

▲ Establish a scholarship

As far as the mobile scholarship established by Shaanxi Mobile Communication Company in xi University of Posts and Telecommunications is concerned, the effect is not satisfactory. According to the survey of students who have won scholarships, they regard winning mobile scholarships as an honor, but they don't have a deeper understanding of mobile enterprises and their business. At present, different universities have different companies to set up scholarships, and the amount of bonuses is not the same. In this way, the award-winning students care more about the amount of bonuses than about the company, so that the company that set up scholarships can't get the expected results.

Because the students who won the prize are all elites of the school, they won many prizes and will not have more favorable feelings because of one more mobile prize. However, if you attach a congratulatory letter from the leaders of the mobile communication company to the award-winning students, and at the same time send a material to publicize the corporate image and new business of the mobile company, tell them that they are welcome to work in the mobile company in the future, so that they can understand that the mobile communication company attaches importance to talents, and they will suddenly have great intimacy and pride in the award-winning students, so that the effect will be more ideal. According to the conversation with some students, the function of congratulatory letters will be greater than the psychological function of bonuses. If most of them can be absorbed into mobile communication companies, it will be very beneficial to the development of mobile.

When awarding bonuses, you can hold a grand ceremony attended by mobile leaders in person, give a warm speech, and expand the influence of mobile communication companies.

▲ Mobile phone-environmental protection

In view of the current hot issue of social concern-environmental protection, improve college students' awareness of environmental protection and reflect the social responsibility of mobile communication enterprises.

Mobile organizations and elites selected from environmental protection associations of various schools form a "mobile environmental investigation team" to conduct sub-station investigations on the pollution situation of nine rivers in Shaanxi, and at the same time publicize the environmental protection of the places they pass through and distribute the environmental protection publicity materials produced by mobile. And invited the media to follow the report in all directions.

After that, Liu held a photo exhibition of the survey results and a briefing. Hold "Mobile Environmental Protection Award-winning Essay" activities in schools.

▲ promotional materials

For the publicity materials used in the above activities, the production should strive to promote the new business of mobile communication companies in an aesthetic and pragmatic way. It can be in the form of posters, calendars, cards, advertising decorations, company souvenirs, etc. , and promote new business in a targeted manner with different target consumption levels. For example, among college students, "mobile QQ" and "SMS" are emphasized, and socially successful people focus on "caller ID" and "WAP service".

▲ Consumer information feedback

Hold a meeting to adopt consumers' opinions and open the way; And set up a "mobile consumer information processing center", set up a consumer opinion hotline, opinion mailbox. Do market research regularly, and dynamically grasp the consumption hotspots and consumption psychology. And adjust the strategy in time according to the feedback information.

Sixth, the effect evaluation

Judging from the economic effect of advertising, through the above long-term and short-term advertising promotion and induction, it will naturally attract some student consumer groups, gain a certain market share and bring profits to enterprises. More importantly, it stabilizes most future and potential consumers, thus achieving the most basic and important effect of advertising-economic effect.

Judging from the social effect of advertising, positioning in colleges and sponsoring various activities in colleges and universities is a contribution to social and cultural education, a promotion of socialist spiritual civilization and material civilization, and has far-reaching influence and significance.

Judging from the psychological effect of advertising, the sponsorship of various activities has narrowed the distance between consumers and enterprises and products, cultivated consumers' trust and goodwill for products, and established a good brand image and corporate image.