Furniture shopping mall activity plan

In order to ensure the orderly work or things, a thorough solution is often required to be developed in advance. The plan can clarify a general direction in a action. What are the formats and requirements of the plan? The following is the activity plan of the furniture mall I organized. I hope it will be helpful to everyone.
The activity plan for furniture shopping malls 1. Market overview:
Xi'an as a bridgehead developed by the western region. With the development of the real estate industry in the past two years, it has led to the development of other related industries. It attracted the vision of many building materials giants, but at present the Xi'an home building materials market is still mostly traditional stall operation methods. The shopping environment is operating in open -air, the layout of the market is unreasonable, the product structure is single, and most of the after -sales service is not guaranteed. At this time, at this time大雁塔和太白路建材市尝太华路一带建材市场的突出表现，随着消费者消费理念的日益成熟，大型的建材市场不断出现，如家世界、大明宫建材市尝明珠家居、宜家紫薇、高Point International, Grand Heart Home Market Taste Jindun -Da Building Materials Market Taste Anmei, Wangjiawang Building Materials Supermarket, Zhisheng Home Furnishing, and the second Bai'an and other building materials markets that are about to enter Xi'an. In addition to bringing consumers more choices and more choices and In addition to the benefits, it will also exacerbate the fission of the Xi'an building materials market. They are even more unable to cover up the records of the large -scale building materials market by expanding the scale. Because investors want to meet the needs of customers' one -stop shopping, the larger the size of the emerging home building materials market, but the large and complete positioning can easily make the mall lose their own characteristics, and directly cause many building materials cities to cross repeats in goods. The project exposes the obvious homogeneity tendency in the operating content and operation model.
. SWOT analysis
In the analysis of advantages and disadvantages, it is easy to find the shortcomings of the home world home center, so that we can find and dig out the interests of the people to the audience, (that is, buy points,) ourselves Different from the uniqueness of others.
advantage: Early the market, relying on the strong brand support of the world's world, the product category, price and after -sales service are guaranteed, and consumers have high trust in it.
A disadvantages: Weak communication is weak, the promotion is not enough, consumers lack their understanding of it. I do n’t know that the home world also has a building materials center supermarket. The characteristics of the mall are not outstanding enough, so it is difficult to form continuous purchase capabilities.
The threat: there are many competitors and serious homogeneity, new competitors continue to enter, brand concentration has risen, market competition tends to heat, and consumers are growing rational consumption. The growing needs.
Opportunities: With the continuous development of the real estate industry, the demand for the home building materials market will continue to increase, establish brand advantages and characteristic business models, which is the same as other general trend. The advantage, so the home world must work hard in procurement and marketing services, commodity procurement, and other aspects, throwing competitors behind their heads.
. Market positioning:
In relying on the strong brand support of the world's world, using its national chain advantages, as a leading brand in home building materials, rich, safe and practical environmental protection products, complete products, high -quality high -quality products, high -quality high -quality With standardized services, the high -quality home product brand that consumers are most trusted, strict management is the leading guarantee. The concept of integrity, high -quality products, and good pre -sale and after -sales service are the basis for making commitments to consumers. It is also a must for establishing a differentiated advantage, which is necessary to distinguish between competitors.
. Analysis of target objects:
. Xi'an, as an inland city, is seriously lower than the developed cities in the coastal, but the high consumption phenomenon during decoration is relatively obvious, the decoration is particularly beautiful, and the house in their eyes is in their eyes. It is the face of a person, especially willing to invest, the rationalization of consumption is slightly conservative, the age of purchase is younger, and their family decoration knowledge is less. They not only pay special attention to services, environmental protection, decorative effects, and harm to the body. Buying can also meet other aspects of his aspects.
5. Promotion strategy:
1. Promotion strategy of corporate brand image: To develop and win market recognition, we must strengthen the brand image. Brand is an intangible asset of an enterprise, a strong sales business card, the basis for sales to establish confidence and guarantee. To become the most competitive enterprise, it must be uniformly uniformly transmitted. Products, first -class services. Corporate philosophy viewing, brand communication strategy.
2. Image promotion: If the traditional method is used as the market, it may be submerged by the powerful forces of competitors. We must use the new marketing method to position the home world and home. The dominant status, with the attitude of leaders, closely grasped the weak links and shortcomings of competitors, and the marketing strategy of victory and victory, and rewrite the pattern of Xi'an Home Furnishing Market. With a home expert around you, in a high attitude, it shows the domineering domineering of the world's home. The growing demand for consumers.
6. The formulation of communication strategy (media combination strategy and communication methods and advertising performance)
Carn ideas: attract attention -generate interest -generate desire to buy -complete the purchase process -chasing feedback evaluation
1. Communication: divided into daily communication, deep communication, activity communication, daily communication (advertising communication) corporate image dissemination, maintain communication, maintain the sound of communication, in -depth communication (news communication), spread highlights, activate the goals, activate the goals The audience pays attention to home. Event communication (promotion, public welfare, etc.) create highlights and momentum, and provide strong topics for communication.
2. Advertising performance:
A. It mainly cooperates with image advertising, service benefits, etc., in order to expand the audience's understanding in a short period of time, increase loyalty, and increase sales.
b. Use practical communication methods to increase the brand's gold content and added value of the home world, which has become a leading brand in the market.
C. Creative points for advertising; tell consumers' homes in the world as a national chain, which can provide consumers with proliferation services, and various services guarantee, and can solve the worries of home building materials during the decoration process. Successful brand image; Leading brand in Xi'an Home Furnishing Market. Successful corporate image: the national chain's advantageous service enterprise, retail ranking is famous nationwide. Successful service image: Good reputation in the industry and complete service.
3. The theme series of communication: based on creating the industry's leading brand's momentum as the cut, she is a symbol of the enterprise and is often valued and paid attention to by people in the industry. Essence
Seven. Media strategy
Media strategy: As the number of programs and media types increase, consumers are becoming stronger and stronger in the media, the advertising effect is affected by large machines, and the effect of media combination plans is displayed. It has played an effective role. It has been trusted by advertisers, which is not only conducive to saving funds, but also to maximize the effect of advertising. Media planning takes into account CPM (thousands of people) and GRP (total ratings cost)
Newspaper advertisements are the main demands of the target audience, in order to maximize the coverage of the coverage, convey more information to the target audience, and at the same time tell the audience to the audience as soon as possible, and the broadcast advertisement cooperates with the stimulus.
The public advertisement as the image, and make a prompt appeal to the target object.
The broadcast media cooperation, strive for as much coverage as much as possible, give full play to the advantages of the media, and increase the audience's hearing stimulus.
The activity plan for furniture shopping mall 2 Activity Time:
-April 20th -May 10th
The activity content:
. Famous furniture discounts
to celebrate furniture The second phase of the city opened, the furniture city introduced the new fashion new model from China in China, the largest furniture production base in China. That's cheap!
. The Grand Prize of Happy Shopping (April 20th-May 10th)
During the event, every cumulative consumption on the furniture city can participate in 500 yuan for every 500 yuan to participate in the furniture city. Once the lottery, you can participate twice over 1,000 yuan, so that you can buy more and go to the top.
award settings (100%winning):
first prize: 2 prizes of each name brand refrigerator one
second prize: 5 awards for each brand of electric vehicles
three three Equal awards: 30 prizes of each brand of bicycles
Fourth prizes: 50 exquisite electric kettles of each award
Thank you Award: Several awards or a beautiful pot
. Value service old replacement new
It furniture city In order to facilitate consumers, it has launched services such as old replacement new, furniture maintenance, delivery of delivery, and common sense consultation for furniture purchase; old furniture is 500 yuan.
. Floor maintenance health delivery
During the event, you can enjoy the free "Life" floor maintenance at the furniture city. Each person is limited to each household, limited to the wooden floor, and can be transferred.
5. Furniture price is guessing (May 1)
In the day of the event, there will be a wonderful literary performance in front of the furniture city gate. The audience will have the opportunity to participate in this event. The most closest to the quiz is the victory, and one is worth 50 yuan. Performance time: Start at 10:00 am on the day of the event.
The activity plan for furniture shopping malls 3 Promotion refers to transmitting information to customers in a certain way and communicating with customers to achieve marketing activities that affect consumers' purchase decision -making behavior and promote corporate product sales. Essence Promotion is especially important before the product is listed and the maturity period of the product. The May Day of 20XX is coming, and furniture companies also want to gain a lot of gains in the first golden holiday after this cold winter. Then, formulating a scientific and practical promotional planning is essential.
Promotional means
. Advertising promotion
Furnishing companies to transmit information through various media to stimulate consumers' desire to buy and expand product sales. Advertising is the most important way to promote information to consumers directly to consumers.
. Personnel sales
Family furniture enterprises push
The sales personnel directly contact and negotiate with customers to promote the products to customers, so as to achieve the purpose of promoting the sales of furniture companies.
. Business promotion
The promotional activities adopted directly for the product can cause customers and related operators to pay attention to their products in the short term, thereby expanding product sales.
. Public relations publicity
Family enterprises to gain the trust of people, establish an enterprise or product image, and use non -direct payment to publish business news, radio and television reports, etc. Essence
Five steps of promotion
. Establishing sales promotion goals
The specific target markets of different types of sales, specific targets for sales promotion are different. The establishment of the goal is the foundation of all other work. Without the goal, the motivation to work and action is lost.
. Selecting sales promotion tools
Tools The selection of tools determines the following factors: market types, sales promotion goals, competition status, external environment, and so on.
. Determine the promotion plan
The formulation of sales promotion work plan, pay attention to the following issues:
. Select and determine the degree of stimulation of the market and customers.
2. Select objects to determine which category and groups.
3. Select the right medium.
4. Select the right opportunity.
5. Fund distribution reasonably in order to use the most effective way.
. The monitoring of the promotional plan
Is when implementing the promotion plan, we must carefully pay attention to the response of the market and customers, continuously monitor the implementation process, and adjust the work in time.
5. Evaluation of Effects
The comparison of sales before and after the sales of promotion can be evaluated, and some survey results can also be referred to. Through evaluation, work can be improved to better meet the needs of the market.
promotional method
. Service promotion
service promotion is centered on consumer and starting points. Through thoughtful services, customers can be affordable. Following the surroundings of enterprises, establishing long -term stable economic connections can make the market penetration smoothly, and continuously improve and update products through accurate information feedback. Service promotion includes the following methods:
1. Pre -sale service
The preliminary service for customers who have not yet determined whether to purchase enterprise products, such as parking lots, product introduction, questioning, etc.
2. Open shopping malls
It is convenient for customers to buy, provide convenience for customers, can enter directly and choose at will.
3. Ordering services
Caping can facilitate customers and expand sales in a larger scale.
4. Design service
If the customer has special requirements for the size and specifications of the purchased items, you can design and order for the customer.
5. Delivery service
It solving customer difficulties and delivery.
6. After -sales service
The convenience for customers, helping, commissioning and maintenance.
7. Training service
The knowledge of use, maintenance and maintenance for customers.
8. Insurance services
While providing products, apply insurance for customers.
. Joint promotion
The joint promotion includes two aspects. On the one hand, it refers to the joint promotional activity of the company to jointly carry out promotion activities; Status, and to promote the development of promotion. Joint promotional promotional activities that an enterprise cannot be carried out alone can be achieved; it has greatly increased the variety, specifications, styles, and more complete promotion of products, and sharing the capital pressure of the enterprise.
Maising form
. Course
The coupon is a voucher for the enterprise to give coupons to enjoy discount prices, special prices, or exchange for some kinds of gifts when shopping or consumption. It is divided into two types: retailer coupon and manufacturer -type coupon. Has the following functions:
1. Turning the situation of product decline and stimulating consumption.
2. Stable old customers and attract new customers.
3. Recommend new products and brands.
4. Expand the sales volume of the product
. Free samples
free samples are a promotional way to send products directly to consumers. It can directly and more effectively stimulate consumption. It helps to expand brand influence, establish new marketing networks, and attract new customers and pioneering distribution areas.
. The competition and draw
competition and lottery are a way to stimulate consumption by allowing customers to participate in.
. Packaging promotion
is a gift from packaging to achieve the purpose of attracting customers and promoting products.
The use of promotional promotional methods to enhance brand awareness, formulate detailed promotional solutions, and cleverly use the form of promotional
to improve the reputation of the product, expand the impact of enterprises, and win more customers. Make the company's marketing performance faster.