The first chapter market analysis
(a) market description
The advertising industry is an emerging industry in China. In 2002 I between the Kuomintang and the Communist Party of China has 57434 advertising company. With the increase of the number of companies over the past few years, turnover and practitioners will continue to expand, the growth speed considerably, the advertising revenue in 2003 breakthrough 100 billion yuan. According to experts predict that in 2004 China's GDP growth of not less than 7%, will reach 12.5 yuan or more, the national advertising business is about 110000000000 yuan. China's advertising market in the next 10 years or so is expected to become one of the world's three largest advertising market. But compared with the United States, the annual turnover of large advertising agencies in the u.s.. The economic and advertising in the western region of China is still very large, which will not be changed in a short time.
Wuhan, Hubei, China is adjacent to central China Commodity Distribution Center, commodity trading activity, commercial network intensive. Domestic advertisers for small and medium-sized enterprises or shops owners, the domestic modern advertising industry starts late, the development of the advertising industry in China will have a wider market prospects.
(two) target market
The initial target market according to the characteristics of the region is divided into three categories: evening entertainment, commercial, industrial, long-term goal to Wuhan Lantian opera mainly, at the end of the year to Wuhan around the perimeter of the small and medium enterprises market, including the Wuhan city government departments and units in the market.
Small and medium-sized enterprise market is mainly manifested enterprise foreign propaganda advertising demand, the enterprise annual meeting, advertising needs of enterprises and community activities and so on, as well as the enterprise held all kinds of activities and exhibition advertising demand, shopping malls or enterprises and institutions to provide market research, public relations planning activities, held promotional activities required for advertising services and outdoor advertising.
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(three) target customer
Target customers mainly located in the early evening entertainment industry. Institutions, government agencies, etc..
(four) the first six months of construction, planning and target
Video companies from the construction, preparation and implementation is expected to spend two months time out of the first file works. Which first month will Wuhan blue sky program logo, opening before video clips, closing the video trailer, screen outdoor advertising and September 28 Anniversary Video illuminated advertising publicity. From the beginning of the second month, we will use all the time all the inputs to the Wuhan blue sky of the opening show, the new media digital sand curtain creative and production, also from Wuhan blue sky DJ chamber of the hardware and the software two aspects proceed, change the traditional performance light video mo matter and of operators into new ideas, and strive to in September 28, Wuhan blue sky anniversary evening program renewed, and strive to let Wuhan blue sky opera house to become the leader in the Chinese entertainment industry. 9 mid month creative staff began preparations for December, Christmas large-scale theatrical performances of works, create Wuhan blue sky opera anniversary after the second storm. During this period in the Wuhan blue sky, the classic show before the show, such as a series of scenes to be packed as a buffer period, to meet the second wave of christmas. Video company in the production of products at the same time construction imposed on the company's perfect, short let the company became a leader in the evening entertainment.
(five) market development strategy
Initial stage (first year)
1 the development model of our initial stage can be considered — —
Plan (1): contact performance and some evening entertainment company, seeking to establish advertising association. With the blue sky of the brand, the use of the surrounding brothers and the development of the characteristics of the company's isolation, and some of the media agency advantages, and some have customer resources, and some have regional advantages. We through the operation of the capital, set up in cooperation implementation of transverse combination, integration of resources, complementary advantages, reduce cost and risk sharing. Group is the inevitable choice for the further development of China's advertising industry. Through various means to form a strong advertising regional group. Through large-scale operations, complementary advantages, reduce operating costs. This will help get rid of the duplication and wandering state of the small companies, so as to improve the overall service level. This also has a very big help to the development of our company.
Scheme (2): if you do not work, we initially only based performing arts performances, bars, local enterprises and institutions, government agencies, chambers of Commerce and other surrounding, to seize the near all kinds of advertising, we design making night entertainment, supported some have a certain scale and influence of public relations planning activities, eat large travel companies are too busy to take into account the retail businesses, a step by step fame started. Develop long-term business in the development. Cherish the relationship with customers, establish good relationship with customers, let today's small customers become tomorrow large company or group of obligations of propagandists. Can also try to invite customers to cooperate, common development.
Entrepreneurial development stage (second, three)
Video company in the early stage of development of the standardized operation accumulated considerable experience, has a certain reputation in the evening entertainment market, agreed by more and more customers, and company personnel technical level of production equipment with the development on a higher level, then the goal of this stage is to further establish the brand image of blue sky opera and video companies, and the market to further promote, take me