Advertising plan book?

In recent years, with the rapid development of mobile communication and Internet, mobile Internet has almost become the main theme and driving force for the development of the whole communication industry for some time. After a series of vigorous hype, the early withdrawal of a large amount of funds cast a layer of doubt on the promising future of the mobile Internet. In this context, as the world's largest GSM operator, China Mobile's views on mobile Internet, how China's mobile network evolves to 3G, and how mobile Internet develops in China are particularly noticeable.

Second, the company profile

China Mobile Communications Group Corporation (hereinafter referred to as "China Mobile") is an important state-owned backbone enterprise established on April 20, 2000 on the basis of the overall divestiture of mobile communications assets of the former China General Administration of Posts and Telecommunications, which is managed by the central government.

China Mobile Communications Corporation has a registered capital of 501800 million yuan, assets of more than 320 billion yuan and employees of more than 1 10000. China Mobile Communications Group has a wholly-owned subsidiary in 18 province (autonomous regions and municipalities directly under the Central Government), and its wholly-owned China Mobile (Hong Kong) Group Co., Ltd. has a wholly-owned subsidiary in 13 province (autonomous regions and municipalities directly under the Central Government) and is listed in Hong Kong and new york. China Mobile is mainly engaged in mobile voice, data, IP phone and multimedia services, and has the right to operate computer internet international networking units and international import and export bureaus. Besides providing basic voice services, it also provides fax, data, IP phone, information on demand, mobile banking, GSM WAP and other value-added services. It has well-known service brands such as GSM, Shenzhouxing and Monternet, and its network numbers are 139, 138 and 137. The network scale and customer scale rank first in the world.

China Mobile will, according to the requirements of the country to cultivate a number of large enterprise groups with international competitiveness, take "striving for a world-class communication enterprise" as its development strategic goal, shoulder the mission of "creating an infinite communication world and being the pillar of the information society", carry forward the enterprise spirit of "reform and innovation, seizing every minute, struggling hard and teamwork", follow the service concept of "communication starts from the heart", and always pursue customer satisfaction and serve the country and society.

Third, product analysis.

1, Data Service-Monternet-Palm Supermarket. Monternet Mobile Monternet is the business brand of China Mobile Communications Group providing mobile Internet application services.

2. Voice service

3. Customer service business-The corporate purpose of China Mobile Communications Group Company is to pursue customer satisfaction service.

4. International roaming

Fourth, the obstacle analysis.

(A) the problems in the communications manufacturing industry

1, without economies of scale: the diversification of competent departments makes repeated introduction and construction widespread.

2. Low investment in science and technology: The investment in science and technology in foreign communication manufacturing industry is much higher than that in China. For example, foreign countries' investment in science and technology of mobile communication generally accounts for 10- 16% of sales, while China only accounts for 2-6%, resulting in weak independent technological innovation capability.

3. Backward technology: Foreign companies have imposed a technology blockade on China, and domestic enterprises cannot form independent development capabilities through digestion and absorption, which makes China's communication industry fall into a situation of "introduction from generation to generation" and is subject to people's control, and cannot compete with foreign companies in many fields.

4, enterprises scattered, poor efficiency:

5. Information service is out of touch with product manufacturing: due to the acceleration of telecommunication network construction, national industries cannot meet the demand and have to rely heavily on imported equipment. Large companies from all over the world have entered the China market one after another, which has brought great impact to the national industry, and also caused confusion and management difficulties in the telecommunications network system.

(B) Problems existing in the communication operation industry

After introducing competition, there will be a market adjustment process.

Market analysis of verb (verb's abbreviation)

China communication industry has a good and broad development prospect, which can be analyzed and predicted from two aspects.

1. The development of telecommunication services has expanded the space for communication manufacturing.

1998 China's telephone penetration rate has just exceeded 10%, which is still far from the 80-90% penetration rate in developed countries, and there is still a lot of room for development. In most parts of eastern and central China, city telephones have been transferred to the buyer's market, but there will still be 8-9 million new city telephone users every year. With the development of rural economy, the growth rate of rural telephones will exceed that of urban telephones, and it will continue for a period of time (from east to west, it needs a promotion process), with an average annual increase of 6-7 million households;

2. The communication manufacturing industry faces a broad market.

China is the largest exchange market in the world at present, and it needs about 20 million lines of program-controlled switches every year. However, in order to catch up with the telephone penetration rate of 40% in emerging developing countries, the installed capacity of switches in China needs a sustained high-speed growth for another 20 years. At present, the number of mobile communication users in China is13.2 million, including about 6 million GSM users, and it is expected to reach 30-40 million by 2000, most of whom are GSM users. Therefore, GSM will maintain a high-speed growth trend in the next two to three years, but at the same time, we should pay attention to the trend of the third-generation mobile communication technology and grasp the future market.

An analysis of the competition of intransitive verbs

Let's briefly analyze the situation of several major domestic operators:

1, China Telecom

China Telecom is the originator of China's communication industry, with a communication network covering all parts of the country. A relatively complete network management system and maintenance system. Its characteristics are the whole network, wide network coverage, all over the country, many business types and huge enterprise structure.

2. China Unicom

Since the establishment of 1994, more than 100 branches have been established in 30 provinces, municipalities and autonomous regions. At present, it is the most comprehensive telecom operator in China with strong competitiveness.

Seven. corporate culture

1, enterprise service concept:

If an enterprise is an organism, its mission is the soul of the organism, and its values and culture are its spiritual strength and pursuit. Customer first, serving customers wholeheartedly, is our relatives who can't say no, and we serve customers wholeheartedly.

2, the industry image view:

Each of us is the image ambassador of the enterprise and the window of enterprise flow. Customers get to know the enterprise through contact with our employees, and our words, deeds and manners are the epitome of the enterprise.

Employees and enterprises have the same interests, one glory and one loss.

3. The concept of industry cooperation:-unconditionally ensure the smooth flow between adjacent nodes.

4. An enterprise is a network, and every department and employee is a node.

5. When customers choose telecom, they are choosing the whole telecom network instead of a node, the whole enterprise instead of a certain department or individual, and unconditional smoothing instead of conditional smoothing.

6, the concept of industry competition:-do better than the opponent.

We welcome competition. "Natural selection, survival of the fittest", competition can make gold shine, competition can stimulate the great potential of human beings, competition can awaken the infinite vitality of enterprises, competition can eliminate the fittest, competition can make the strong stronger, we embrace competition with both hands!

Competition is not a life-and-death struggle, it is not a larger foe, it is a contest of speed, tolerance and grace, and it is the mutual promotion of energy. No matter how powerful the opponent is, no matter how difficult we face, we are confident to do better than our opponent.

7. Concept of enterprise crisis:-The biggest crisis is that there is no crisis.

8, enterprise talent view:

Talents who can create value for enterprises are the talents that enterprises really need. Enterprises are for-profit organizations, and their contribution to society depends on their own value creation ability; In the same way, the value of talents to enterprises also depends on the value creation ability of talents. For enterprises, the employees who can continuously create value for enterprises are talents.

Talents and enterprises have the same interests and limited unilateral development. Only by making progress together can the value of both sides be maximized. We pursue the progress of talents and enterprises.

Eight, advertising strategy

1, advertising goal: the best corporate image brand can be achieved through advertising, and the visibility and reputation of the enterprise can be improved.

2 the choice of advertising media:

Media: websites, TV stations, cable TV stations, radio stations, newspapers, magazines, buses, taxis, neon lights, TV walls, bus shelters, light boxes, etc.

Eight: advertising manuscript

television advertising

1, product image: practical, beautiful and romantic.

2. The purpose of the advertisement is to encourage the public to buy China Mobile Communications. Users will show extraordinary elegance.

3, advertising positioning: high quality, high grade.

Image 1:

Picture 2:

Picture 3:

We are confident to face the competition. We have excellent staff, glorious historical heritage, brand reputation known to all women and children, and countless successes. Success is the mother of success. Past success and existing resources have given us confidence to participate in the competition.

Competition is not a life-and-death struggle, it is not a larger foe, it is a contest of speed, tolerance and grace, and it is the mutual promotion of energy. No matter how powerful the opponent is, no matter how difficult we face, we are confident to do better than our opponent.