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Singles’ Day SP Planning Case (SMS)

1. Purpose of the Activity

November 11 is what modern people jokingly call “Singles’ Day”. In order to reflect the platform The characteristics of chatting and making friends are closely linked to the opportunity of "Singles' Day" to benefit the majority of single male and female users of Xinjiang Mobile. "Mobile Matching" specially proposed an activity plan of "Welcoming Singles' Day and presenting peach blossom gifts" in November. I hope In early winter, users can still meet friends of the opposite sex without going out!

II. Overall arrangement of the event

Event time: November 11, 2004 to November 21, 2004

Target user group of the event: Xinjiang Mobile Communications Global Connect, Tianshan Connect and M-Zone users.

Activity introduction:

Peach Blossom Gift 1: Peach Blossom in Bloom

Content:

Anyone who joins the "Mobile Matchmaking" during "Singles' Day" In addition to making friends and chatting through the system speed matching and manual speed matching we provide, during the event, we will provide the most perfect first experience for new online users, that is, within 5 minutes of joining, users will be The user recommends one chat friend and recommends 3 chat friends within 24 hours. Recommend 10 chat friends within a week.

In addition, we will contact the matchmaking agencies in Urumqi, Kulele, Changji, Turpan, Bole, Ili and other places, and on the basis of obtaining the user's consent, we will leave a reservation at the local matchmaking agency. .

Peach Blossom Gift 2: Human Face Peach Blossom

Content 1:

We will conduct a "match-up with the most popular handsome guys" on the "Mobile Matchmaking" website "Beauty Selection", "Most Personal Message Selection", "Single Noble Recommendation", users can upload photos and personal profiles to make users on the platform better understand themselves, and at the same time increase the chance of making friends.

Content 2:

For new users who join the Internet during the event, we will give you a free opportunity to participate in the "Mobile Matchmaking Chat Party". Users can choose to participate in 2004 for free. For any chat meeting from 2005 to 2005, the 20 yuan activity fee will be borne by the technical department of Zhongxin Company.

Peach Blossom Gift Three: Colorful Fallen Heroes

Content; To reward new users, the following prizes will be drawn among the 1111 new users who joined from 0:00 on November 11, 2004: < /p>

Diamond King Lao Wu: 1 person will receive a NEC MMS mobile phone worth 3,000 yuan

Lucky King Lao Wu: 11 people will receive two sets of thermal underwear worth 280 yuan

Peach Blossom Messengers: 111, exempt from the monthly usage fee of 5 yuan for "mobile pairing" and the monthly subscription fee of 3 yuan for called persons.

Prize collection location: Urumqi Zhongxin Company or mailed by Zhongxin Company

3. Publicity methods

1. 1258 SMS group sending

< p>SMS sent date: November 11, 2004

SMS copy:

In order to welcome the arrival of "Singles' Day", Dui Dui has launched a "Peach Blossom Feast". Lonely people dial 96108 and press 1 to escape from the prison of loneliness and jump into the castle of love. There is a grand prize of 10,000 yuan waiting for you! 09913811166, 8 yuan/month

2. Radio 974

Channel: 974

Broadcast date: November 1 to November 21, 2004

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Radio copywriting:

November 11th is Singles’ Day, right? Hmm;

Do you also celebrate Singles’ Day? Oh

Oh, you don’t want to go through it again next year, do you? Yes

All those who are single and want to fall in love quickly dial 96108 and press 1 to escape from the single prison and jump into the castle of love. Early winter will give you a piece of luck! Attention, there is a grand prize of 10,000 yuan waiting for you! Consultation 09913811166

VI. Other matters needing attention

1. Internal employees of the technical department of Zhongxin Company are not allowed to participate in this event

2. This event is open to the public , conducted under the principles of fairness and impartiality

3. The right to interpret the event belongs to Zhongxin Company

The list of lucky winning users was in the "Mobile Match Match" before December 1, 2004 "Publish on the website or notify users by phone

SP publicity planning plan:

Foreword

The purpose and purpose of any advertising planning plan is to improve Product sales, shaping and enhancing brand image. This plan is to provide "Qiao Lai Fu" with an accurate positioning and advertising direction, and provide strategic guidance for the entire activity. On the premise of conducting in-depth and detailed understanding and research analysis of the current situation of the local market, we identified the resource problems and opportunities of the "Qiao Laifu" project in order to meet or exceed the original sales plan of "Qiao Laifu" and provide Qiao Laifu with Laifu Technology builds the brand.

Section 1 Market Analysis

1. Current Basic Situation of the SP Market

Generally speaking, my country’s wireless entertainment industry is still in its infancy, and the entire SP lineup and even Industrial models are still in the exploratory stage. In recent years, with the rapid development of the wireless entertainment industry and vigorous promotion by operators, China's SPs have developed rapidly, but at the same time many problems have emerged.

Problem 1. Diseconomies of scale and structural imbalance…………

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