How to make the planning scheme of e-commerce website

Case study on content planning and marketing promotion planning of broadband film and television channels

The first part is market analysis.

First, market segmentation

Judging from the existing content of broadband video channel, it is not much different from other similar broadband entertainment websites. The target audience can be defined as all groups with broadband internet access, regardless of gender, age and age. If you want to further subdivide (video content resource allocation is more effective), you can subdivide by age group. It is not difficult to draw a conclusion that young people are the largest group, and the proportion of the elderly and children is small, which is consistent with the whole video industry. Therefore, broadband video channels mainly focus on foreign action movies that attract young people. However, due to the confusion of copyright protection and domestic audio-visual market, coupled with the limitations of the computer itself in the form of expression, this kind of broadband appreciation of film and television works is only a condiment for a few people in a short time, and it has not become a big climate. The elderly prefer drama, and children like cartoons, which is also a group that we can't ignore.

Comparison of media advantages:

The latest blockbusters, classic old films, musical films, traditional operas and animations of content media.

Resource cost resource cost resource cost resource cost resource cost resource cost.

TV ▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲

Theater ▲▲▲▲▲▲▲▲▲

DVD ▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲

Broadband (miscellaneous army) ▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲

Broadband (regular army) ▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲

□□□□□□□ Broadband (status quo) ▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲

□□□□□□□ Broadband (target) ▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲▲

1. Costs include: commodity unit price, transaction cost, one-time input and recurrent expenditure.

2. From the point of view of user cost, TV is still the cheapest entertainment medium.

3. From the perspective of the update and richness of resources, pirated DVD is incomparable with other media.

4. The broadband portal operated without copyright has a certain influence on us.

Analysis of gender ratio of different media

Audio-visual enjoyment, one-time investment, unit expenditure, average unit cost

Watching movies ▲▲▲▲▲ No 20-30 yuan, 40 yuan

Buy DVD ▲▲▲▲1500 yuan 10- 15 yuan 12 yuan.

Rent DVD ▲▲▲▲1500 yuan 1-2 yuan, 2 yuan.

Broadband (without copyright) ▲300 yuan 120- 150 yuan/month →0.

□□□□ Broadband ▲300 yuan 150 yuan/Month 5 yuan

Note: The average unit cost does not include one-time investment (nor does it include the configuration of TV sets and computers).

Second, consumer psychology.

From the above analysis, it can be seen that if a user is a fan with a fever level (likes to watch blockbusters and classic old movies), then he prefers watching movies and buying DVDs, followed by renting discs, of which renting discs is relatively the most affordable, so it is not cost-effective to install broadband just to watch movies, nor can he achieve an ideal audio-visual experience. If the installation of broadband is decided by different members of a family, then the value of broadband is not only reflected in on-demand movies, but also its comprehensive entertainment value will be greater than any other media. However, installing broadband does not mean that broadband graphics cards must be consumed. But if the unit cost can't be reduced, if the content resources of video channels can't be enriched and upgraded, it will definitely not cause any repercussions in the market.

In this way, our ideal target group can be described as:

1. Families of young and middle-aged couples living in newly-built communities

2. I have a middle income, pursue the taste and interest of life, and hope to get more information and entertainment through the internet.

Basically, it's a life after work at two o'clock and one line, that is, there is no spare time to watch movies and wash dishes.

4. The price sensitivity is not very strong

According to this demand description, it is the starting point of the next product planning.

Third, buying habits.

The existing purchase mode of business outlets is too small to be convenient for users, and it is also impossible to use the planning of bulk price promotion. In the next stage, you can try the following measures in the sales of video cards:

1. There are three kinds of cards: season card, half-year card and year card, and the prices are discounted in turn. Encourage everyone to buy more.

2. It is best to allow users to complete the renewal and recharge online.

3. Add a new channel sales partner.

Part II Market Competition

Brief introduction of some broadband entertainment websites

Website Name Hongyu Consulting

Website background Fujian Telecom

Fujian Gehua Audio & Video Co., Ltd. provides film source copyright.

On-demand movies, TV series, songs, literature and art, animation, radio, folk art and sports.

Auxiliary information includes movies and TV news.

Interactive search query function, online survey.

It features black and red tones and rich pictures.

Fees include monthly cards: Aries card for 30 days -30 yuan, Taurus card for 90 days -80 yuan, Gemini card 180 days-150 yuan, and free movies and videos are provided in the free community.

Website Name China Audio-visual Library

Website background education network, personal

The copyright of the film source is estimated to be D disk, which is very rich!

On-demand category MTV of movies and songs

Auxiliary information includes movies and TV news.

Interactive functions include search query function, online survey, and click to update the leaderboard.

The charging method is free.

Website Name Siyuan Student

Website background education network, personal

The copyright of the film source is D disk, which is very rich!

Video-on-demand, MTV songs, five sets of central sports programs.

Interactive functions include search query function, online survey, and click to update the leaderboard.

The charging method is free.

Website Name Shangdu Broadband Network

Website background Zhengzhou Telecom

The copyright of the film source is not declared by the film supplier, and the source is unknown.

Video on demand, MTV, FLASH animation, rock, CHANELV, Starry Sky, National Geographic and Internet radio.

Interactive forum

Featured original music column, appreciation of European and American rock music

The charging method is free.

Website Name Daily Movie Download Network

Website background A company in Shanghai

The way to avoid the copyright of the film source is the website statement: the website only provides information and links on film appreciation, which is maintained by all netizens. The copyright of the related link content belongs to the original website, and the copyright of the film belongs to the related audio-visual company. (it should all be version d).

The on-demand category is mainly movies.

Select ordinary members and gold members, adult videos, film and television highlights.

The charging method is 10 yuan per month, with unlimited downloads. I don't remember! There is also a gold zone to provide more and more exciting movie programs for gold members! Gold member1April 180 yuan, equivalent to less than 13 yuan per month.

Website Name Baoding Hotline Broadband Network

Website background Local telecommunications department (Netcom)

Film source copyright Film source supplier: Golden Record Music Club (a video store)

On-demand film and television drama, network TV station, radio station and drama.

The supporting information is rich.

Interactive search

This film is very new.

Pay-as-you-go viewing is free, and access is charged.

Website name internet starry sky

Website background ChinaVnet internet starry sky project initiated by Guangdong telecom

Film source copyright Different types of films have different film source providers, but they are all marked, so the fees are different, both genuine and pirated.

On-demand film and television dramas and popular science in literature and art

The supporting expansion pieces are all equipped with complete screenshots and introductions.

Interactive search and leaderboards

It has the characteristics of both genuine and pirated, which ensures the legitimacy of copyright and the update of the film.

The charging methods range from 0.20 yuan/time, 1.00 yuan/time to 15 yuan per month.

Website name 2 1CN broadband network

Website background Century Dragon Information Network Co., Ltd., the partner of Internet Star.

The source copyright is unknown.

On-demand latest film and television dramas

The supporting expansion pieces are all equipped with complete screenshots and introductions.

Exquisite graphics and text, full FLASH design, full of movement and strong fashion atmosphere.

Second, the stone of other mountains

Through the analysis and comparison of a large number of similar broadband entertainment websites, it is concluded that they are worth learning from in the following aspects:

1. First of all, the content of the film is very rich, with screenshots and introductions, and most of them are ok.

2, followed by the form of expression, color matching is very visual impact, can reflect the avant-garde, fashion, high-tech taste of broadband.

3. Finally, the film was updated quickly. Except for the source, most of them have many new films.

Besides movies, there are complete sets of TV programs.

5. While providing fees, attract and stimulate potential users with free on-demand services.

Their weaknesses are:

1, the content is the same and lacks innovation.

2. In addition to on-demand movies, the relevant industry information is relatively shallow.

3. The fragmentation mode is single, lacking the correlation between slices, and unable to guide users to further consumption.

Third, SWOT analysis (weaknesses and opportunities)

□□□□ Broadband opportunities

1. On the premise of not greatly adjusting the existing frame structure, we will increase the information content related to film appreciation, and initially plan to launch a column of "Review of the World's Centennial Classic Films". The film source is provided by ourselves, and the membership card users are free.

2. Increase fan forums and find fans in the society to host the forums.

3. Increase movie poster appreciation, movie song MTV download or online appreciation (free).

4. Increase the free on-demand service of at least two movies per week for members.

5, vigorously promote the promotion of SMS points to watch movies.

6. Bundle SMS, email and on-demand services, and launch VOD greeting cards (the sender pays, and the receiver gets them for free).

What needs to be improved at present?

1, replace worthless movies

2. Replace mismatched and inaccurate movie screenshots.

3. Add flowers to each movie or set the function that users can stop on-demand without charge within 10 minutes.

4. Redesign the video channel page, including color composition and animation.

Part III Content Planning

The fourth part is marketing planning.

In addition to the overall promotion with other channels, there are two key tasks to be done in the next stage of marketing promotion:

First, use forums to gather popularity.

□□ In addition to providing customized information services for users, whether the brand influence can be firmly rooted in users' hearts, it is also necessary to give full play to the interactive characteristics of the Internet and provide users with communication space. On the one hand, it will add dynamic vitality to the film and television channels. On the other hand, through timely and effective interaction, the previous relationship between enterprises and users can be transformed into a multi-angle communication relationship between enterprises and users, which will greatly reduce our customer service workload and improve our customer service level. The general idea is to find a few fans who love movies and the Internet as guest hosts, give some economic returns, and use them to guide users to pay attention to and participate in the column. Through their gathering of a large number of industry news, our film and television information content is greatly enriched.

Second, plan and distribute weekly member viewing.

If we regard broadband portal as new media, we should learn from many practices of traditional media. I propose that the TV channel project team plan a weekly program for all fixed and potential users of broadband TV cards. The project team produces the content, and the advertising department is responsible for the design, printing and weekly distribution. Its value lies in:

1, organically combining marketing promotion with customer service.

2. Intangible services become tangible.

3. It can play a role in guiding users' consumption.

4. Publish articles of enthusiastic users to stimulate their sense of participation.

The prominent position has commercial advertising value, which can make up for our production cost.

6. It is easy to start the brand and cultivate users' cognition and recognition.

7, easy to form a differentiated competitive advantage.

Weekly content section:

Sealed broadband image

Fengsan customer service hotline, registration process guide, win users

Commercial advertisements on the back cover (free of charge for each telecommunications bureau)

Screenshots and text introduction of new films on the inside page, wonderful posts on the forum, industry news and other abstracts.

The fifth part of the implementation steps

I. Plans and progress

Stage target column content promotion

In the first stage of February, the plan was adjusted to update the stock film, plan a new version, plan and discuss the blueprint of broadband weekly, and the price gradient of film and television sets.

In April, the second stage of preparation for May 1 ST and June 1 ST increased the types of films: drama film and Oscar film MTV, and increased the number of children's films. The trial operation of free multicast function was officially launched □□ Broadband Weekly (initially designed and published print advertisements for suburban telecommunications bureaus free of charge) and the new version of monthly, quarterly and annual cards for movies and television.

In July, the third stage of preparations for the 11th National Congress of the Communist Party of China launched original content: classified reviews of classic movies, appreciation of DV works, fan forums, and co-organized TV programs on demand and multicast with TV stations. By publishing soft reports in the mass media and promoting the uniqueness of broadband film and television channels, this paper tries to attract foreign advertisements of Broadband Weekly.

1 1 The fourth stage of preparing for the New Year and the Spring Festival is to expand the number of films under the framework of the new version, and strive to reach 1000 films/episode, and plan and bundle them with film and television periodicals, broadband film and television cards and hard advertisements before the Spring Festival.

Second, the product and price strategy for the target user group.

According to the different needs of users and the operability of content organization, graphics card users can be roughly divided into the following categories:

The first category is fans, including senior fans and ordinary fans. The former prefers to watch some deep foreign classic movies, while the latter generally likes to watch some Hollywood blockbusters. For broadband, as long as organized films are hot enough and attractive enough, they will become a long-term fixed consumer group. Therefore, I propose to launch a century-old classic film review column in the world, just to meet the needs of this group of people. In addition, I also want to launch movies made by DV fans themselves, which can cause a sensation among die-hard fans, and it is also the difference between broadband video channels and other broadband portals. There are also forums, which are convenient for fans to communicate and help attract popularity. Finally, the film and television channel will be built into a virtual community where organizers provide film and television materials and communication space, and consumers spontaneously provide original content.

The second category is opera fans. The entertainment content on the internet is mainly for young people, and there are many middle-aged and elderly people in the family members of broadband users. They are often not interested in foreign and fashionable blockbusters, but in reality, it is not easy to find a large number of opera works even online, which can also reflect the difference between us and other broadband websites.

The third category is children. This group is a loyal audience of cartoons. Many excellent cartoons made in China are instructive, and they are very rare in the market at present. Providing such a film has a very positive effect on parents' education of their children, so it will definitely get a general response from parents.

The fourth category is tourists and retail investors. The difference with the above three types of users is that these users are still in the trial stage or the movies provided by the current column have not really attracted them. What we have to do is to adopt accurate and effective marketing methods, such as broadband weekly, to continuously inform and attract them; In addition, it is necessary to adjust and enrich the content of the column in time to meet the entertainment needs of users and eventually become loyal users of broadband film and television.

Third, implement marketing promotion in stages.

On the one hand, the division of stages is to consider the progress and effect of work, on the other hand, it is to cooperate with the development of marketing work. Although broadband network can provide all-weather online service, it will become the concentrated period of broadband card consumption every holiday. Grasping these important days, such as May 1, June 1, November 1, Christmas, New Year and Spring Festival, and cooperating with targeted film and television works and propaganda means, are the keys to the smooth completion of the work throughout the year.

Four. Support department and workload

To accomplish the above tasks and achieve the expected goals, we need the cooperation and support of other departments. The work involved includes:

1, External Liaison, Cooperation and Negotiation

2. Review movies, edit pictures, texts and introductions.

3. Maintain the forum and conduct customer relationship management.

4. Collect and analyze users' feedback and suggestions, and adjust the original content, function, structure and process.

5. Put forward the marketing plan and cooperate with the marketing department to implement the plan.

6. With the support of cooperative units, design and update new columns or contents.

7. Find and extract relevant information online to supplement our content.

8. Input, editing and web page updating

Part VI Personnel positions

I. Job responsibilities

Main responsibilities of channel supervisor (1):

1, planning channel content and services

2. Carry out external liaison and cooperation.

3. Design the integration model of internal and external resources.

4. Planning and editor-in-chief of weekly magazine

5. Cooperate with other channels for marketing.

6. Analyze and study the business situation and report to the leader at the next higher level on a regular basis.

The channel editor is mainly responsible for (1):

1, watch the weekly content collection

2. Registration and archiving of film updates

3. Collect, collate and input relevant information

4. Processing of user feedback information

5, user rating statistics

6. Some page processing tasks

Amateur guest host:

1, host a fan forum to maintain order and enliven the atmosphere.

2. Actively write or forward posts to enrich the channel content.

3. Communicate with users in a friendly way, actively guide users to have a positive understanding of broadband, and reduce the burden on customer service.

4. Report users' opinions and suggestions to the channel supervisor in time.

(When the conditions are ripe, it can be hired externally, and the supervisor and editor can also serve concurrently in the early stage. )

Second, the personnel requirements

1, bachelor degree or above in marketing or management.

2. Familiar with ICP operation mode, experience in film and television websites is preferred.

3. Be familiar with classic film and television works at home and abroad, and be able to write film review articles.

4. Age and sex are not limited.

Part VII Cost Budget

If we want to achieve the expected goal, the expenses involved include the salary of new employees, the cost of filling original content, the cost of weekly printing, the cost of advertising and marketing activities, etc. In addition, there are interaction expenses with Jin and cooperation expenses between China and Guangzhou.

Content of project budget (year)

The salary of personnel is 6.5438+0.2 million, including the supervisor and at least one assistant.

Original content is 3000 yuan/year 1, film and television periodicals 2, world century-old movie classics (introduction) 3, and at least 100 classic movies (no copyright, self-compression, see below for specific operations).

Weekly printing costs 104000 weekly new films and blockbusters recommend (illustrated) members' wonderful articles, the latest developments in other columns, and list advertisements of award-winning users.

Advertising expenses should be accounted for together with other channels of broadband platform.

The marketing expense is 5,000 yuan, and the graphics card of 1 and 10 is rewarded to enthusiastic users every month. 2. Cooperate with telecom departments to promote in residential areas.

Total: about 250,000

1, 52 issues/year *2000 volumes/issue * 1 yuan/book (three-color cover, black and white content, A4, ten pages) 104000 yuan/year.

2. According to user feedback, most of the sources provided by broadband are outdated, and there are too few new films and classic films. On the one hand, it is worth continuing to urge the partners to provide the above-mentioned films, on the other hand, it is also worth taking advantage of some marginal methods to exploit legal loopholes and gain a large number of new users. I personally suggest setting up a forum. Some films can be uploaded by editors under pseudonyms. In addition, some films in the retrospective column of century-old classic films can also be played in sections, clips or whole films. The source of the film is controlled by themselves, and only members with membership cards can enjoy or download it online. At the same time, I suggest that the content is free, so we usually have legal films, and secretly we provide some "non-commercial" value-added services for members. Although the use of these films is free,

Part VIII Objectives and Income Expectations

From the video channel cost budget, we can deduce our customer development goal this year, and at least make up for the cost by selling more than 8,300 new video cards.

In addition, the issuance of Broadband Weekly will drive advertising revenue, and in the worst case, it will pass on the printing cost of the weekly magazine.

That is, the conservative business goal of this year's film and television channel is to complete all kinds of sales of 250 thousand yuan. Contributed more than 654.38+00,000 film and television card members to the company. The ideal goal is to double it on this basis.

The ninth part is the guiding ideology

I. Tasks and objectives

The launch of broadband before the holiday is basically a stage of rehearsal and trial operation, and it should be adjusted in time according to the feedback from users after the holiday. Mainly through the following aspects:

1. Do fine stock: filter out all the existing films and return all the films with no commercial value to the partners; Update all pictures and text; Each film has a pilot film and wonderful screenshots.

2. Enlarge the increment: use all kinds of non-illegal means to expand the content of film and television channels to attract more film and television lovers. In addition, actively explore cooperation with TV programs and expand another resource channel besides movies.

3. Leading Marketing: Extend the media attribute of broadband in the plane, develop our own leading broadband weekly, and take this cost-effective media as the main promotion means.

4. Increase interaction: open a forum for members to communicate, not open to the public. Through this free and easy channel, we can carry out serious customer service as much as possible, develop caring members to maintain and enhance the popularity of the forum, and use the valuable content generated from it as the material of Broadband Weekly to attract more potential users.

II. Strategies and policies

Forum, DV

Cartoon □□ Broadband Club

Quyi opera short message promotion

The DV Contest for Opera Fans is published by Broadband Weekly.

Advertising, activities

Part X Movie Card System

First, the characteristics of users at different levels of the website.

Status: The graphics card has not been paid or just ordered by mobile phone.

Psychology: If you look around on the Internet and find it valuable, you may become a paying user.

Proportion: 100%

Value: It may generate paying users and bring some advertising revenue.

Permission: free MTV on demand, free to enjoy multicast TV series, mobile VOD on demand, BBS visitors.

Free registered member (test member)

Status: I haven't paid for the graphics card yet.

Psychology: I hope to visit related content further.

Proportion: 50% (ideal state)

Value: quasi-paying user groups

Authority: free on-demand open limited-edition film and television works, full member of the forum.

Paid registered member (registered member)

Status: I have paid for the graphics card.

Psychology: I hope to get broadband service for a long time.

Proportion: 10% (ideal state)

Value: a long-term and stable source of profit

Permission: All charging functions are open.

Non-registered paying users (temporary users)

Status: I have paid for the graphics card.

Psychology: I got a graphics card by accident or temporarily, but I don't want to participate in broadband activities yet, just want to have a look.

Scale:? %

Value: the short-term source of profit

Permission: All charging functions are open.

Second, the user service strategy

For ordinary tourists,

Provide wonderful scenery outside the wall, and do not set any access control on the main access roads, so that they can walk around at will and enjoy the multicast free film and television works. This is the first echelon to become our official charging users. Our promotion means is to increase the propaganda of "sending text messages to watch movies for free".

Free registered users (test members)

It is a user type between ordinary tourists and paying users. The main purpose of adding this category is to provide step-by-step service (active communication with users). By setting the validity period of this kind of "test" account, the proportion of potential users who eventually become direct paying members can be analyzed regularly. This is convenient for us to design and adjust the channel content and marketing strategy.

For registered paying users (registered members)

Compared with non-registered paying users, such users are subjectively stable, that is, users want to become our long-term members and enjoy the long-term services provided by broadband. They recognize the service provided by Broadband, and may purchase the quarterly or annual cards that we will provide in the future. Most of them will fill in the registration information in a cooperative manner in order to participate in various prize-winning activities organized by broadband (this is very important, there is no prize, and users don't care to leave their real contact information). In addition, for long-term customers, we can also give preferential prices or extra on-demand points.

For non-registered paying users (temporary users)

These users are temporary users, either not interested in participating in the further services provided by broadband, or the objective conditions are not fixed for a long time (such as users who are on a business trip to Beijing for a short time), or they just want to use their mobile phones to order on demand. They are in the periphery of the core user group, and their evaluation of broadband is very important for our future promotion in a larger geographical scope. Our promotion means is to highlight the service difference between registered and unregistered members of graphics cards.

Visitor test member registered member temporary user

Mobile phone √√NONO

Dianka NONO30 yuan 30 yuan

Monthly card NONO40 yuan/month *40 yuan/month

Ji Ka NONO 100 yuan/month * 100 yuan/month.

Half a year card NONO200 yuan/half a year *200 yuan/half a year

Year card NONO380 yuan/year *380 yuan/year

Card set NONO 1000 Yuan/year 1000 Yuan/year

Note, * means that registered members can enjoy regular lottery activities and return the points spent on graphics cards. Send 10 if it exceeds 100, which can stimulate some unregistered graphics card users to become our registered members.

Four. User access scenarios and access rights

Be different and stimulate them to respond positively.