I. Analysis of Electronic Products Industry
The so-called marketing refers to a social process in which individuals and collectives obtain what they want by creating and exchanging products and values with others. In other words, marketing refers to the process of reasonably allocating one's own resources to meet the needs of customers and achieving one's own goals by meeting the needs of other parties.
With the progress of society and the opening of the market, the demand for all kinds of electronic products has been integrated into the overall demand of the international market from the simple livelihood demand, and China has gradually formed a manufacturing center all over the world because of its unique environmental conditions; Various small and medium-sized manufacturing industries related to the electronics industry have sprung up like mushrooms after rain, which has stimulated the overall people's livelihood demand market to be active, created market-leading and unique achievements for the country's overall economy, and even promoted the ranking of the country's foreign exchange reserves to the first place.
In recent years, the market demand of electronic instrument products has maintained an overall growth trend. Since the reform and opening up, the state has adopted the principles and policies of further increasing infrastructure construction, expanding domestic demand and stimulating economic growth, and invested in the construction and transformation of communication networks on a large scale, which has brought rare opportunities to the electronic instrument industry, and the annual demand for electronic instrument products has increased by 3-5 percentage points.
Second, the market background analysis
Changsha, the capital of Hunan Province in south-central China, is located in the east of Hunan. Changsha is an important transportation hub connecting the eastern and western parts of China. The city is densely populated and has a diversified economic and industrial base.
Changsha's economy is dominated by industrial production and service industry, which is growing rapidly. Changsha is one of the top 20 economically developed cities in China. From 2002 to 20 years, the average annual GDP growth rate reached 14%. During this period, the national average growth rate was 10%. In 2006, the service industry accounted for about half of Changsha's GDP, which was 1 17% higher than that in 20 years. This industry will continue to promote Changsha's economic prosperity and development. The gross output value of manufacturing industry and construction industry also increased steadily, with an increase of 1.28% in 20 years compared with 2002. The primary industry (agriculture, forestry, animal husbandry and fishery) increased slightly. In this case of steady growth, there will be certain advantages for our products to re-enter.
Third, product analysis.
1, advantages
① In recent years, the per capita consumption level in Changsha has gradually increased steadily, and people can no longer be satisfied with traditional cameras. However, Sony XR 160E is a good product for the market, and people will have a certain market share out of curiosity.
② Sony XR 160E is now sold at a lower price and easily accepted by people.
(3) In recent years, many similar products, fake versions and miscellaneous brand machines have gradually faded out of the market. We have done a good job in publicity and believe that it will grow steadily.
2. Disadvantages
(1) When new products re-enter the market, the investment required is also large;
(2) when new products re-enter the market, we should increase publicity and improve product awareness;
(3) Local connections, old products are deeply rooted in the ground, and new products may be impacted by local connections when they enter; Managing local relations is also an expense.
Step 3: Opportunities
① Changsha has many terminal sales places and a large market capacity.
At present, the threat of Changsha's main competitors is not too great, and we still have some room for development.
Step 4 threaten
① Problems left over from the market affect the confidence of dealers, the market is unstable, and the after-sales service of products is perfect.
② There are some difficulties in finding local market agents.
Our competitors have a group of professional promotion teams and have cooperated with various terminal outlets for many years, which is also a big threat for us to enter the market.
Iv. Changsha market operation plan
1, Changsha digital camera market: The summer vacation is coming soon, and many families will travel, which will drive the year-on-year growth of product sales, which will be higher than that of the previous quarter, so the products entering the market at this time will give consumers a refreshing feeling.
2. Terminal network conditions:
In Changsha, there are few terminal sales, so it should not be difficult to find an agent, which may reduce the financial pressure on our products.
3. Overall marketing strategy:
Changsha's economic industry is complex, and there are many problems in capital, management and skills in operating the terminal market itself. Without a feasible overall marketing strategy, it is bound to encounter pressure from all sides. So we must formulate a set of feasible strategies:
(1) do a good job of investigation before entering the site, and fully grasp the basic situation of the network;
2 enter the market in a low profile and try to avoid confrontation with competitors;
(3) Seek the friendly cooperation of the original agent to avoid its strong market obstacles;
(4) establish a terminal mode market, and expand the market steadily from point to area;
⑤ Make flexible marketing policies and choose various investment channels;
⑥ The development of point of sale centers on output profit, taking into account the strategic layout of the market;
4. Establish the terminal template market.
In marketing, in addition to the reasonable distribution of sales points, it is also necessary to select a number of representative terminals and establish a model market.
5. Establish multiple image terminals.
The establishment of the model market has its own software and hardware standards, which plays a driving role in the sales of the whole market. Other large and medium-sized shopping malls or supermarkets should also try to establish their own terminal image close to this standard, but at least they should have a reasonable combination of OTC products and actually form a terminal, which is also the key network for attracting investment and generating profits.
6. Cooperation of small and medium-sized shopping malls
Verb (short for verb) management team
Sales department: the manager is directly responsible for the selection and management of agents in the circulation market, and is fully responsible for the development and maintenance of agent channels in terminal retail cities; The regional manager is responsible for the development and maintenance of agency channels in terminal retail cities within his jurisdiction.
Customer service department: after-sales service network management
Marketing Planning Department: Select professional advertising companies, manage the professionals under the planning department, ensure the orderly operation of the planning department, and be the staff of the marketing director. The supervisor is responsible for the expenses of national terminal promoters, information management and internal work of the planning department. The planning specialist is responsible for the collection of industry words and pictures, graphic design, promotion planning, soft text sorting, etc. The network specialist is responsible for the construction and promotion of Chinese and English websites.
Marketing director: comprehensively supervise and audit the operation of various marketing departments, do a good job in service, management and training, and finally upgrade to corporate culture, and be responsible for the marketing process and results.
Capital demand of intransitive verbs
Considering the characteristics of the market and industry, the investment is conservatively estimated to be about100000, except for personnel training, publicity and local relationship management.
Electronic product marketing plan (2)
I. Overview
The full name of "XXXX" is XXXX Technology Co., Ltd., a private enterprise established in * *. Our company mainly produces and sells all kinds of electronic products. We have made relevant surveys for different groups of people, mainly college students, and have a certain understanding of the actual situation. Through these three or four months' market research, I learned about the electronic product market, and completed our marketing plan on June 12.
This scheme can help the company understand the current electronic product market and guide us to carry out the actual marketing work in this market.
Second, the market analysis
(a) user analysis
1, target market
Through the market survey questionnaire, the results of random sampling show that most of our product consumers are people who pursue fashion and walk in the forefront of fashion, mainly students. Other middle-aged and elderly people and teenagers will also become our customers.
Young people who are mainly students buy our products, mainly mobile phones and computers, pursuing fashion and function, and the consumption level is not very high, generally around 1000~4000 yuan. Middle-aged and elderly people mainly use mobile phones and computers, paying more attention to practicality and quality. Although they have the ability to buy, they will not buy easily, but can enter the market in the form of family gifts. Teenagers are mainly learning machines, mobile phones, computers, MP3 players, MP4 players and MP5 players. They have little purchasing power and are consumed by their parents.
2. Consumption preference
In the market survey, it is found that consumers are generally easy to accept middle and low-grade products; Like imported brand products and domestic products with good quality; Consumers want personalized products and specially customized electronic products; We will produce different products according to the preferences of different consumers.
3. Purchase mode
In the market survey, it is found that the price of electronic products used by the public is 1000-5000 yuan; Generally buy in specialty stores or hypermarkets; The most important thing is the function, brand and style of electronic products, which is the advantage of our company.
4. Information channels
In the market survey, it is found that consumers know that a new electronic product is mainly TV, internet, leaflets and exchanges with classmates and friends, and the effect of leaflets is poor. Consumers generally like the communication between classmates and friends. Television and the Internet can increase the popularity of our electronic products among consumers. The media that consumers contact most are TV stations, newspapers and magazines, and the most trusted media is CCTV.
Competitive analysis
At present, foreign brands on the market are: Dell, Hewlett-Packard, Nokia, Motorola, HTC, Samsung, Sony Ericsson, Siemens, Philips, Panasonic and so on. Domestic brands include Xiaomi, Amoi, Tianyu, Lenovo, Bird, BenQ, TCL, CECT, ZTE, Huawei and Konka.
Among these electronic products, the more popular foreign brands are Dell, Hewlett Packard, Nokia, Motorola, Samsung and Sony Ericsson, and the more popular domestic brands are Lenovo, ZTE and Huawei. In terms of mobile phones, these popular domestic brands are only related to China.
Compared with other brands, it is a little more popular. In fact, these popular domestic brands are far behind those foreign brands. The mainstream brands in the market are basically foreign brands, namely HTC, Nokia, Motorola, Samsung and Sony Ericsson. Moreover, most chain stores have electronic products of these brands.
Third, market opportunities and problems analysis
SWOT analysis:
Advantages: Special service. Our electronic products have complete functions, low prices and high quality, which meet the requirements of consumer groups. Moreover, the electronic products purchased from us also have an extra product warranty period, and there are also some special electronic product maintenance, such as electronic product sticking film and electronic product beauty.
Disadvantages: poor popularity, worried about the handling of after-sales problems.
Opportunity: The market of electronic products is becoming increasingly saturated, but customers' needs are diverse, and consumers mainly pay attention to the experience and functions of electronic products. The diverse uses of electronic products have changed people's lifestyles and brought great convenience to people's daily communication. China has a large population base and the people's income level is constantly improving. On the other hand, the maturity of technology makes the price of electronic products no longer sky-high. People sometimes like nostalgia, and retro style can become a fashion trend. However, according to the analysis of market competition, all major chain enterprises are turning to electronic products, which is the most basic, but the value-added service of electronic products has not been involved. Competitive enterprises combine low-priced and multifunctional electronic product brands (including well-known foreign brands and domestic electronic product brands). But they don't know what customers really need, which brings competitive opportunities to those enterprises that enjoy value-added services.
Threat: As far as the current market situation is concerned, electronic products enterprises with big brands (such as Lenovo) occupy a considerable market, so the pressure we are facing is still quite great. According to the analysis of market potential and market consumption level, our consumer groups are limited after all, and we must use some unique service methods to impress more potential customers.
Fourth, the marketing objectives
According to the results of market research, most of the sales that our company should achieve at the initial stage of entering the market are determined by the main consumer groups. Seize the market share and improve the visibility of enterprises.
In the early stage, according to the number of electronic products on the market and the promotion after we entered the market, our market share will increase by about 5%. With the brand promotion and public recognition, I believe the market share will reach a new height.
Verb (abbreviation of verb) market strategy
(A) sales channels
1. According to the investigation of some urban markets, it is found that the consumers of electronic product franchise stores and home appliance chains (such as Gome and Suning) account for the majority, and the above two channels can be used as the main modes.
2. Channel development
(1) Set up our showcase in an electronic product franchise store, with a special person in charge of sales, wearing the uniforms provided by us, taking charge of professional training and implementing the commission system.
Distribution: Because these stores are mostly concentrated in downtown areas, we can deliver the same amount, and our store can increase or decrease the distribution according to the situation.
(2) The way to establish cooperation with chain enterprises: contact with electronic products hypermarkets and set up their own counters, which will be sold by our sales representatives and the promoters will get commission.
Distribution: Distribution in all stores.
Promotion strategy
During the lead-in period, according to consumers' preferences, publicity can be carried out in the following ways:
1. Send street sign advertisements and leaflets.
2. TV advertising
3. newspapers
4. Network
5, large and small activities of publicity and sales, you can issue gifts.
(3) product strategy (after-sales service)
In order to form a certain popularity and reputation and establish a well-known brand in the minds of consumers, we must establish high-quality after-sales service. At the same time provide high-quality, high-tech products.
(D) Price strategy
Implement discounts, gifts, buy more and send more, rebate customers and other preferential activities to make customers feel affordable.
Program adjustment of intransitive verbs
1. Change the relevant promotion methods according to the actual situation.
2. According to market dynamics and practical factors.
3. Make corresponding changes according to the information reflected by the market.
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