First, lay a solid foundation and do a good job in network construction:

Network construction is an important guarantee to improve product market share, product display rate and product sales, and it is also one of the important prerequisites to carry out marketing activities.

1, market research:

1. 1 geographical location, population status, economic status, relevant policies of local government, per capita consumption level and consumption habits;

1.2 humanistic environment: market purchasing power, consumption habits of high-grade and ultra-high-grade liquor, number, name, location distribution, contacts and cultural literacy of target consumers in 3A stores, high-grade hotels and restaurants;

1.3 distributor basic information: company profile, marketing concept, financial strength, personnel structure, network distribution, liquor brand and sales volume, distributor satisfaction, distributor personal data, etc.

1.4 research market channels include: special price channels, supermarkets, restaurants, famous shops and window channels;

1.5 cost survey: terminal entrance fee and promotion fee in the target market;

1.6 Others: Individualization of the local market (especially the most cost-effective scheme).

2. On the basis of obtaining perfect market information and materials, local markets define the indicators of network construction according to the data of submitted market survey reports, and decompose them into quarters and months as the work tasks and assessment indicators of market personnel.

At the beginning of the network construction work in each market, it is necessary to fill in the time advance table according to the network construction index of the local market, and complete it in stages in strict accordance with the time advance table.

3, network construction method:

3. 1 For traditional dealers, it is necessary to borrow their original network resources and promote them selectively.

2 19: Focus on international supermarkets, and there are no more than three super-class hotels in the early stage of hotel network construction in megacities (such as Beijing, Shanghai, Guangzhou and Shenzhen);

2 18: focus on catering, shangchao class a store;

2 16: mainly engaged in catering, supermarket stores A and B, large wholesale companies.

3.2 For non-traditional dealers: make full use of their superior social resources and network resources (such as the introduction of the heads of local health and fire departments, etc.). ) for network construction.

3.3 For the dealers between traditional and non-traditional, we should combine the methods of 3. 1 and 3.2 to build the network.

3.4 Different objectives and tasks should be formulated according to the actual market situation and different product varieties.

4, network construction steps:

4. 1 The city manager shall train the marketing director and the customer director in business skills, including: how to contact customers and communication skills; How to introduce Wuliangye series wine to customers, how to maintain customers' emotions, plan regional maps, work out visiting routes, and how to organize regular return visits.

4.2 Divide the local market into several areas, each area is managed by a marketer, and randomly check the network construction of the marketer;

4.3 The city manager should formulate the network construction goals and plans of the network construction personnel in stages, and the network construction personnel should advance according to the network construction goals and plans. If it is not completed in this period, they should report the reasons and the next steps to be taken to the city manager in time. In the network construction work, we should pay attention to the terminal display, form a return visit system and establish customer files. Require marketers to register all outlets in the form of forms, truthfully report the names, addresses, contact information, contacts, distribution specifications and quantities of customers, and form a database that is easy to manage;

4.4 Establish a fixed visit system for marketing executives, formulate daily visit routes, implement different visit frequencies for terminals, and improve the marketing enthusiasm of terminal sales staff on the basis of mutual communication.

5. Price strategy: set different prices for different channels, and require each market to strictly implement the company's price system.

6. The city manager assists the dealers to set up a special supply channel team, which is mainly responsible for the construction of special supply channels (such as group purchase by troops, enterprises and institutions).

The goal of network and channel construction is to help dealers quickly cover regional target catering channels, supermarkets, wholesale channels, retail channels and special supply channels with the highest working efficiency in the shortest time.

Note: For distributors and distributors, we need to do the following:

1) Provide meticulous and thoughtful management and after-sales service;

2) Provide a complete and systematic planning scheme and expert services, and provide systematic marketing training;

3) Provide terminal management solutions and sales assistance;

4) Provide the sales model and promotion method closest to consumers;

5) Promote personalized service;

6) Strong promotion support in stages;

7) Perfect customer management mode and huge customer database;

8) Promote intensive distribution and assist dealers to directly control terminals;

9) Fast channel feedback and response.

Second, target consumer groups and fully cultivate consumer leaders.

1, methods for consumer groups:

1. 1 Target consumer groups through the social relationships of dealers;

1.2 target consumer groups through various public relations activities;

1.3 Find and lock the target consumer groups (diamond card, gold card and silver card users) through cooperation with account managers of VIP service department of China Mobile and China Unicom;

1.4 By cooperating with the catering terminal, invite its guests to the hotel for consumption in the name of the hotel, and the expenses can be borne through consultation with the hotel, aiming at the consumer groups;

1.5 marketers must fill in various forms on time and report them to the marketing department, establish a database of target consumer groups, and lock consumer leaders through the analysis of the database.

2, the cultivation of consumer leaders

2. 1 invite them to participate in local club activities free of charge, such as sending fitness cards and golf discount cards;

2.2 Invite them to participate in various activities organized by "Five Grains God";

2.3 Give him the gold-plated eye sign of "God of Grains";

2.4 Send flowers on birthdays or other festive days;

2.5 send greetings to children during the senior high school entrance examination; After entering higher school, I went to congratulate you and sent a series of wines such as "Five Grains God".

Third, do a good job in terminal display and create a unique cultural atmosphere of the Five Grains God.

1, definition of terminal exhibition place:

product name

Terminal exhibition place

Wuliangye 2 19

series

International hypermarkets, ultra-luxury restaurants, city mansions and villas,

five-star hotel

Wuliangye 2 18

series

Large supermarkets, catering flagship stores, high-grade office buildings in cities,

Shangchao Nanren Boutique (Floor) Elevator Exit

Wuliangye 2 16

series

Grade A and Grade B Shang Chao, Grade A and Grade B restaurants, elevator apartments and Wuliangye specialty stores.

2. Creativity of terminal display system.

2. 1 and 2 19 should be creative and innovative with the theme of "surpassing the strong";

2. 1. 1 Choose the combination of the Forbidden City and the gods (the gate of the Forbidden City, the Temple of Heaven, etc. );

2. 1.2 choose the perfect combination of masculine men in China and attractive women in western Europe;

2. 1.3 Select the combination of God and Earth.

2.2, 2 18 takes "beyond verve" as the theme:

2.2. 1 Choose the combination of China traditional gods and ancient western gods;

2.2.2 Choose different eyes of all nationalities in the world to combine together, highlight the eye sign of the middle grain god, and express profound and lofty eyes;

2.2.3 Choose the combination of China ancient gods and grain charm.

The theme of 2.3.2 16 is "beyond success":

2.3. 1 Select the combination of peaks and stairs. The man tried to climb up, and the woman was on the escalator below. A successful man can't live without a woman, and a man can overcome the cold even if he has her height.

2.3.2 A woman is painted on a man's naked back. Advertising language: the rear is the most perfect, and the woman is behind the success.

3. Material display at the dock site.

3. 1, 2 19 mainly embodies display cabinets, physical objects, X-frames and murals.

3.2, 2 18 mainly includes physical display, light box, ion display stand, picture frame painting, woodcut, hotel VIP room, LCD display and Tiantan gift wine.

3.3, 2 16 is an important embodiment of physical display, light boxes, promotional materials, promotional gifts, LCD screens and shop signs.

3.4. Specialty stores and counters.

4. Grasp the wharf construction and lay a solid foundation.

4. 1 Details of terminal construction:

4. 1. 1 strive for the best display point. The first step of terminal construction is terminal display.

4. 1.2 Pay close attention to dock tally.

Relatively speaking, tally is the weak link of terminal construction, but due to the requirement of brand competition for terminal vividness, tally is a basis to measure whether a liquor brand is active or not. Therefore, terminal construction should attach great importance to terminal tally and maintain the terminal performance of the brand.

Specific tactics:

1, always check the samples of Wuliangshen and keep the end products clean and orderly;

2. For products that need to be systematically displayed, some gaps should be left for consumers to take, giving people a better sales experience and stimulating the "bee colony" consumption effect;

3. In supermarkets, shopping malls, hotels, etc. Efforts should be made to ensure the update of the location and the vivid system of the peak season display, so as to avoid the old and dull feeling that gives people a refreshing feeling. Increase and stimulate consumption;

4. Make full use of the lively activities of holiday terminals to activate brand performance and create a good sales atmosphere;

5. Strengthen the training of tally personnel or sales personnel and account managers who are responsible for tally, and ask them to realize the importance of tally, strengthen the relationship between stores and hotels, conduct quality survey and consumption dynamic survey, and feed back information such as replenishment in time.

6. Let tally personnel or sales personnel responsible for tally quantify the return visit and tally indicators of terminal stores and hotels, and assess them with relevant incentive and restraint mechanisms;

4. 1.3 terminal publicity

At present, the most direct performance of liquor terminal competition is the escalating bottle opening fee, promotion fee, entrance fee and so on. This almost cruel and bloody price competition has directly led to the deterioration of the competitive environment of liquor terminals. In shopping malls and supermarkets, the competition for covering posters, various light boxes, store signs, water labels, desk cards, unique shelves and other terminal promotional materials is becoming increasingly fierce. However, we found that a lot of publicity mostly became the decoration of publicity, and did not really interact with sales.

The specific strategy to completely change this way is:

1. Terminal promotion and account managers should form real interactive communication with consumers.

Use terminal promotional materials, promotional items and a series of thematic promotional activities aimed at hot issues of daily concern to attract consumers' attention, accept consumers' participation and impress consumers' hearts-instead of simply buying one for free at the terminal.

2. Make the terminal vivid.

Requirements for terminal verification

A the number of product display planes must be greater than or at least equal to the number of major competitors.

The label of product B must face outwards.

C old goods come first, new goods come last.

Brand D is displayed vertically (that is, the same brand is arranged in rows according to the weight of the package).

E packaging is displayed horizontally (that is, the same brand is arranged horizontally according to different specifications, colors or performance).

F products are concentrated next to the first brand in the market.

G keep the products clean and tidy.

F the price tag is eye-catching and neat.

H. If there are promotional activities, the products to be promoted must be highlighted.

Principles of product display

Principle 1: "Get permanent display position"

When a consumer goes to the store to buy what he needs, he usually looks for it in the familiar place he got last time. Therefore, we must ensure that our products have a fixed display position and display surface, or persuade the selling points to provide fixed shelves, or we will display our products in the same position when we visit.

Principle 2: "high circulation area display"

As mentioned above, a considerable part of consumers' purchases are impulsive, so we should display the products in places where consumers often stop and get them as easily as possible, so as to strive for contact opportunities with more consumers. For the terminal point of sale, the best display location is as follows:

A, next to the checkout counter: The real consumption behavior takes place at this time, and it is also the place where customers contact most often.

B, both ends of the channel: the place where buyers pass the most and are easy to see in the store, especially near the end of the exit.

C. End racks: The end racks at both ends of the shelves are also high-flow locations for buyers, especially those facing the store doors.

D. Above the counter: For traditional non-open shops, products should be displayed on the counter where clerks often stand and reach.

E. Window: Showing products in the display window has a good publicity and reminding function. The best display point of a specific terminal point of sale depends on the actual situation of the point of sale. Therefore, sales personnel should carefully understand the situation during the visit, feel the purchase order of the point of sale and the walking route of the personnel on the spot, and determine and strive for the best product display position.

From the perspective of flat shelves, the order of customers' attention is:

100 106 104 10 1 98.

Customer's direction →→→→→→

Principle 3: "Concentrate on display and try to arrange"

Putting our products together can not only occupy the layout, but also achieve the best influence and the strongest visual impact.

Principle 4: "Display in the most conspicuous and accessible position"

It can be seen that according to people's scale habits, the position where they climb with their eyes is the easiest to see. Too high or too low will increase the visual difficulty. Therefore, it is best to display the products at the height of 1.3- 1.8 meters above the ground, or on the counter or shelf.

Get it: according to daily life habits, it is easy to touch where you can, so the height of our products should also be between 1-2 meters from the ground. Bending or weighing your feet is not conducive to contact with consumers.

Easy to take and easy to put: consumers generally shop around. If the product is not easy to take, you lose the chance to be bought. It must be displayed without causing overall display confusion due to negligence.

A good display posture can be said as follows: reach out and bend down.

Principle 5: "Strive for the largest shelf space possible"

It is necessary to ensure enough shelf space, but also to ensure that each specification and variety has enough display points, squeeze the display layout of competitive products, and display momentum on the shelves, thus enhancing visual impact and attraction.

Principle 6: "Make full use of terminal products and advertising materials to create a strong sales atmosphere"

The atmosphere of selling point plays a decisive role for impulsive buyers, and can also play a good role in attracting, reminding and stimulating rational consumers. Therefore, light boxes, posters, leaflets, flags, banners and other marketing AIDS must be combined with display, so that consumers can feel the breath and momentum of the Five Grains God as soon as they enter the store.

Principle 7: "Strive for the support and cooperation of shop assistants"

It is unrealistic to strive for the best display only through our visit. We should establish friendly relations with the staff in the store and strive for their support and help in our display work, such as striving for a better display position, timely replenishment, posting and distributing promotional materials, etc.

Specific requirements for store display:

A is stacked on the shelves in the aisle with the largest passenger flow.

B display it where consumers can raise their hands.

C strive for the largest display area of single products.

All the specifications are on the shelf.

Specific requirements for hotel catering display:

Displayed in the light of the bar.

B. display in the place where consumers can find it most easily.

C strive for the largest display area of single products.

All specifications are displayed in the showcase.

3. Strengthen personnel training to improve the quality of terminal interception.

Note: The terminal animation project can also comprehensively use images, music and some elegant activities to enhance the appeal and display effect.

4. 1.4 Word-of-mouth communication of terminal sales staff

Terminal sales staff is one of the most important terminal resources. Wuliangye sales staff include dealer sales team, terminal clerk, service girl, Wuliangye sales manager, etc.

Specific tactics:

1, strengthen training and communication, make every effort to build a corporate culture of all-staff marketing, and promote the continuation and strengthening of word-of-mouth communication;

2. Strengthen the ability to identify and grasp consumers' psychology, and improve the brand purchase rate;

3. A reasonable incentive mechanism should be established for business recommenders. For business people, service ladies, floor managers, etc. Whoever has the right to recommend products and who has more business initiative, we should not only try our best to provide them with appropriate training, but also encourage and narrow their distance through commission and friendly discussion to improve the business recommendation rate and recommendation rate of our products.

4.2 Control terminal strategy

4.2. 1 terminal system management. Terminal system management is the basic work of controlling terminal, which mainly includes the establishment of terminal customer database, the handling of terminal customer relationship, terminal maintenance and terminal stage evaluation. We must be good at using the business development and business management of the sales team, and embody the idea of system management in the visit and network maintenance. Of course, e-commerce and CRM (customer relationship management software) can be used to manage the terminal, so that the logistics, information flow and cash flow of the terminal can run on a standardized platform.

4.2.2 Terminal distribution display. A terminal display generally consists of the following elements. As long as the product, atmosphere, vividness and promotion are well done, the terminal control will be completed more than half.

4.2.3 Terminal promotion. In the process of controlling the terminal, it is also one of the important means to strengthen the competitiveness of terminal distribution to operate various promotional means and methods. Terminal distribution promotion is mainly manifested in the following two aspects:

4.2.3. 1 Promotion.

Event marketing and public relations marketing promotion in 4.2.3.2. (See Chapter 7 for details)

Performance in the use of special festivals, special events to carry out sponsorship activities and public relations with terminal stores, and strive for better competitive opportunities. This promotion method costs a lot and needs the cooperation of all parties and is implemented after careful planning.

4.3 Terminal customer management strategy:

The management of terminal customers is similar to that of enterprises, but the terminal management of regional markets is more detailed and complicated. Therefore, terminal customer management mainly includes the following three aspects:

The mode of terminal customer management is roughly like this:

4.3. 1 Establish an end-user management post.

The core of terminal customer management is: to maximize sales as the core, strengthen the classification and management of customers;

The key points of terminal customer management are: consolidating a stable distribution team and a team of salesmen who can recruit good fighters;

4.3.2 The principles that terminal customer management must adhere to are:

4.3.2. 1 is not a simple sale, but an actual network establishment;

4.3.2.2 allows network members to make big money, make money easily and make money for a long time;

Fourth, seriously start the cultural messenger system project and do a good job in terminal promotion.

1) Start the cultural messenger project:

1. 1 Scheme A:

1. 1. 1 Formulate recruitment standards, recruitment advertisements and templates in the format of 1/4 broadsheet and 1/3 tabloid.

1. 1.2 Publish job advertisements: Publish job advertisements in well-known local newspapers (similar to Chengdu Business Daily), which will be designed by the company in a unified way and provide CDs, so as to start the first step of the cultural messenger system project with a unified image and achieve the purpose of hype. In order to achieve the purpose of publicity, the job advertisements in each separate city are published at least twice.

1. 1.3 screen candidates and strengthen training in etiquette, body, language and corporate culture.

1. 1.4 The recruiter is a full-time cultural ambassador, and the working hours are: performing for at least 3 nights from Monday to Friday, performing for 2 nights on Saturday and Sunday, and performing on other holidays.

1. 1.5 mode of work: perform in each store in turn.

1. 1.6 The salary is about 5,000 yuan/person.

1. 1.7 For every full-time cultural emissary, it is recommended to have an elegant and friendly account manager.

1. 1.8 cultural ambassadors and account managers must carry business cards with them every time they perform.

Option B.

1. It is suggested to find suitable personnel in the nearest art college, etiquette vocational school, film and television vocal school, film and television vocal company, TV station or performance group. The first purpose is to save time and labor costs in a short time and find suitable human resources. The second purpose is to act as a cultural messenger for the local people, which may bring certain consumption resources and cultural resources.

2. Go to art colleges, etiquette vocational schools, film and television vocal schools, etc. Contact the influential teachers or principals among the students first, build trust with them first, and give money or wine, etc. He will recommend candidates.

3. After attending art colleges, etiquette vocational schools, film and television vocal schools, etc. Establish trust with the leaders of influential student union organizations (student union, youth league Committee, student associations, etc.). ), he will recommend candidates.

4. Go to film and television vocal companies, TV stations or performance groups to find candidates. , and use a similar method as above.

5. Screen candidates, reserve as many candidates as possible, and strengthen training in manners, body, language and corporate culture.

6. The personnel recruited in this way are all part-time cultural messengers, and the working hours are 4-8 nights per month, which can be flexibly mastered by city managers.

7. Working method: Take turns to perform in various stores.

8. The salary cost is about 600- 1200 yuan/person.

9. Every part-time cultural emissary suggests an account manager with elegant image and strong affinity.

10. Cultural messengers must carry business cards with them every time they perform.

2) Cultivate cultural ambassadors.

1. Training mode: Training the scheduled cultural messengers can be divided into two ways: centralized training (Chengdu) or decentralized training (local training used by cultural messengers).

2. Training content: The training content mainly includes Wuliangye's corporate culture, Wuliangye's corporate culture, entrepreneurial spirit, brand positioning and humanistic connotation, and liquor knowledge of related majors; Body and etiquette (including professional catering etiquette) training and professional (vocal music and musical instruments) training. If centralized training is adopted, it will be closed for half a month. If decentralized training is adopted, the training instructors of Wuliangye will cooperate with the teachers of local art colleges, and the teaching materials will be distributed uniformly by the company.

3) Cultural emissary admission, hype and public relations activities

1. Before the entrance: At the initial stage of the project, the company's sales staff will cooperate with local distributors and target flagship stores to determine the mode, time, time and relevant details of the entrance of cultural messengers.

2. Notice:

A hype When the cultural emissary was ready to enter the venue, the relevant media hype began: the local newspaper with the largest circulation and the most popular with readers published suspense advertisements for three consecutive days, informing the infinite god that the cultural emissary would land in the locked flagship store and cooperate with the layout work in the venue.

B if a database of local target groups is established, it can be publicized by sending multimedia messages.

C. Cooperate with local mobile SMS content providers (SP) to carry out interactive answering activities related to cultural messengers, such as answering short messages and multimedia messages, and inform them.

D. inform through the introduction of the relevant person in charge of the hotel.

3. At the beginning of the first cultural messenger communication activity, conduct an auxiliary public-private relationship activity in the host city to attract consumers' attention, create attention and obtain the best publicity effect.

First, publish photos of cultural messengers and life proverbs in newspapers.

B, where there are activities organized by our company, cultural messengers can appear to set off the atmosphere and attract the greatest attention.

C Wuliangye cultural messengers from all over the city participated in social welfare activities, such as collectively visiting lonely old people, visiting special school students, visiting news figures, and expressing condolences to Yingmo. Where there are hot spots, our company has a large number of beautiful cultural messengers, and spending hundreds or thousands of dollars can get excellent results, which is of great help to the brand's popularity and reputation. We must inform reporters to participate in all activities.

Fifth, do a good job in terminal incentives and strive to promote sales growth.

Method 1: Every city is required to have a "Five Grains God" image shop. Image shops include: world famous watches, clothing, cosmetics, etc. Name: "Wuliangye" famous brand firm (concourse).

Method 2: implement the "Five Grains God" sales points card for hotel service personnel and lobby managers. Different sales at different stages can enjoy different levels of incentives, and you can also exchange brand-name clothing and cosmetics at the local Wuliangye famous products head office.

Method 3: Conduct sales training and training for account managers.

Method 4: Hold an internal sales competition for account managers.

Sixth, do a good job in targeting consumer groups and expand the brand influence of Wuliangye.

1) fully affects people around the target consumers.

A. Carry out "essay writing or discussion on the woman behind the successful man of Wuliangshen" to attract people around the target consumer group, and the prize is set to Wuliangshen wine.

B Cooperate with the local aristocratic school, and the school will invite parents to participate in the "parenting education and training".

2) For the activities of target consumer groups, a large group of cultural emissaries must appear in all activities, and give full play to the soft infiltration function of Wuliangye cultural emissaries.

A fully integrate the existing high-end clubs (real estate salons, car salons) and clubs (golf clubs) in the target market, jointly plan some activities, promote the brand of "Five Grains God" and spread the transcendental God culture.

B. Promote creative MMS to the target group, and the MMS template is provided by the company.

C write the financial vision, international vision and current political vision of the God of Grains. , and direct mail publicity for target consumer groups;

D. Sponsor various celebrity clubs and large gatherings attended by celebrities;

E consciously use some sponsorship activities to establish good relations with public security, inspection, law, taxation, industry and commerce and other administrative departments, and seize the target consumers such as official business, business and friends gathering through hotel waiters to give full play to their consumption-oriented role.

Sponsor forums and parties organized by large local training companies (such as Times Guanghua, Beijing Learning Village, Cai Hui, etc.). ) and consulting companies, newspapers, financial magazines, etc. Plan some activities together to promote the brand of "Five Grains God" and spread the transcendental God culture.

1.

Seven, attach importance to and do a good job in event marketing, and fully grasp the "attention of target consumers."

(A), event marketing and public relations activities planning process

Make use of news events (public opinion hotspots) to create news public opinion hotspots, make full use of topics, and make full use of them.

A pay close attention to local TV, newspapers, magazines and other media and public opinion. What are the hot spots (natural and man-made disasters? ), key points, anecdotes? There are no meaningful festivals.

B. Events within the company

Who or what is the target customer interested in this company? Do you have any suggestions, comments and information feedback on the company's products?

Are these events related to corporate image, the use of products and the target users of products? How do we connect them?

D with the help of this matter, can it attract the attention of the target population on a larger scale and to a greater extent?

Design activity plan

(B), out of thin air event marketing

A. Planning activities

Special events can be arranged to attract attention to its new products and other activities of the company. These activities include press conferences, seminars, outings, exhibitions, competitions and anniversary celebrations, as well as sports meetings and cultural sponsorship. In order to get close to the target customers.

B. Planning news

A) Develop or create news that is beneficial to the company and products or company personnel.

B) News writing requires being good at conceiving story concepts, conducting extensive research activities and writing press releases.

C) Our employees should have the skills to make news, and strive for the recruitment of publicity media. What the press needs is interesting and timely plots, beautiful writing, eye-catching news reports and knowing as many news editors and journalists as possible. The more contact with local media, the more likely the company will get more and better news reports.

For example, sending cultural envoys and a large group of cultural envoys to participate in various public welfare activities.

Eight, advertising strategy

1) Make different planning schemes for different cities.

1) There are many media in provincial capitals and coastal medium-sized cities:

A, it is necessary to combine the local habit of accepting the media, the preferences of the target consumers, and the educational level with the media.

B, according to the positioning of brand culture, in principle, small outdoor advertisements and high-frequency TV advertisements should be put on the display screen of terminal enterprises and the soft-text publicity of newspapers or some local magazines that can directly face consumers.

2) General prefecture-level cities:

First, the terminal display is organically combined with TV, newspapers and magazines, and is implemented indirectly and directly. B, focus on the terminal, focus on promotional gifts.

C, direct cooperation with other industry products or hotels in terminal enterprises is the same as * * * promotion.

2) Choose different media publicity forms for different products.

1 and 2 19 can be used for indirect or decorative boutique advertisements in professional journals and financial magazines loved by high-income government officials and group enterprise owners.

2, 2 18 in addition to the terminal display: a, we can choose the boutique columns that our target consumers like to advertise on local TV stations. B, local political newspaper do soft hype, continuous publicity. C. make light boxes in apartments and men's boutiques.

3. In the municipal market, TV and newspapers can be combined to promote hotels. Under special circumstances, product image publicity can also be targeted.

3) Timing of TV advertising

In view of the update of the advertising version, the advertising broadcast strategy is gradually put into use by means of market introduction and product appeal.

A) The first three months were "earth-shattering" articles, in order to expand popularity and establish contacts.

B) After the network construction is basically completed in three months, the focus should be on the selling points of products demanded by consumers, so the quality advertisement of "beyond quality, unlimited realm" will be changed.

4) Media selection and combination

A) 2 18 products are mainly in form. In addition to consumer-oriented magazines and local political newspapers, TV media should also choose columns with high cultural level that are loved by government officials and successful people who get rich first, and insert advertisements of 15 seconds or 30 seconds in them, which can last between 21:00 and 23: 00.

B) 2 16 products mainly appeal to the selling points of products, and TV newspapers and light boxes can be combined. Among them, TV can choose the columns with higher cultural requirements and more social hot issues for 15 second advertising, and can "intermittently" 2-3 articles every night, and the time can be between 20: 00 and 22: 00.

5) Off-season advertising strategy

A) 2 18 products belong to ultra-high-end products. In terms of liquor, especially luxury hotels and super A-class restaurants, there is no obvious difference between off-season and off-season consumption. The key is that the market should respond quickly, transmit information regularly and remind advertisements. Therefore, in the off-season, we often do magazine advertisements in flagship restaurants and do some image and public service advertisements in newspapers. In the peak season, a small number of TV advertisements are combined to form a complementary effect.

B) Compared with the target consumer group, the product of 2 16 is 2 18.