电信广州亚运会产品营销方案.ppt

12010年广州亚运会市场营销方案 广东电信市场部2010年4月2市场部总体思路：以事件营销为契机，展示中国电信品牌形象总体思路：以事件营销为契机，展示中国电信品牌形象•借力亚运，提升中国电信综合信息服务商企业形象借力亚运，提升中国电信综合信息服务商企业形象•抓住契机，实施亚运主题营销，推动重点业务发展抓住契机，实施亚运主题营销，推动重点业务发展•服务亚运，推出系列创新产品和服务服务亚运，推出系列创新产品和服务—作为广州亚运会的高级合作伙伴，中国电信将提供综合信息服务—事件营销宣传，强化天翼宽带系列品牌宣传—面向组织者，做好800M集群业务发展工作—面向参赛运动员及游客，推出天翼租机、亚运电信卡—面向公众，推出亚运套餐和相应信息服务，拉动天翼业务发展—支付—天翼对讲—号码百事通亚运服务—亚运信息资讯服务2 23市场部 借力亚运，提升中国电信综合信息服务商企业形象：聚借力亚运，提升中国电信综合信息服务商企业形象：聚焦客户需求，提供全面的综合信息服务焦客户需求，提供全面的综合信息服务1234面向四类客户面向四类客户提供服务提供服务面向媒体客户，提供快速便捷的传输服务面向媒体客户，提供快速便捷的传输服务n光纤/卫星传输、天翼对讲、电信卡等面向亚运组织者，提供专业的基础电信服务面向亚运组织者，提供专业的基础电信服务n亚运场馆网络覆盖、800M集群、呼叫中心、应急通信、天翼对讲、总机服务等面向参赛方面向参赛方/运动员，提运动员，提供便利的漫游信息服务供便利的漫游信息服务n国际漫游来访服务（日本、韩国、印度等的CDMA用户）、号码百事通亚运服务、天翼租机、电信卡等面向公众、提供全方位面向公众、提供全方位的亚运资讯服务的亚运资讯服务n支付、号码百事通亚运服务，亚运信息资讯服务，电信卡等3 34市场部§亚运元素全面融入全年营销活动亚运元素全面融入全年营销活动—融合套餐类广告、宽带广告全面添加亚运标志融合套餐类广告、宽带广告全面添加亚运标志—推出推出“翼起来更精彩翼起来更精彩”宣传口号，呼应亚运会主题宣传口号，呼应亚运会主题§天翼宽带打造成为金牌宽带天翼宽带打造成为金牌宽带—塑造天翼宽带无处不在、高速率、高品质形象，契合体育大赛冠军特质塑造天翼宽带无处不在、高速率、高品质形象，契合体育大赛冠军特质—通过金牌宽带提升品牌价值感，提升用户好感和期待通过金牌宽带提升品牌价值感，提升用户好感和期待—以亚运赛事热点为平台，展现天翼宽带为大众提供全方位的网络接入、以亚运赛事热点为平台，展现天翼宽带为大众提供全方位的网络接入、信息内容和优质服务信息内容和优质服务§四季度推出亚运套餐和亚运四季度推出亚运套餐和亚运—亚运套餐突出语音、上网、信息服务全面优惠亚运套餐突出语音、上网、信息服务全面优惠—亚运突出亚运主题应用、内容、服务一体化亚运突出亚运主题应用、内容、服务一体化借力亚运，提升中国电信综合信息服务商企业形象：强借力亚运，提升中国电信综合信息服务商企业形象：强化天翼宽带系列品牌宣传化天翼宽带系列品牌宣传4 45市场部实施亚运主题营销，推动重点业务发展：实施亚运主题营销，推动重点业务发展：800M800M集群业务、集群业务、天翼租机、亚运电信卡天翼租机、亚运电信卡§面向参赛运动员及游客，推出天翼租机、亚运电信卡面向参赛运动员及游客，推出天翼租机、亚运电信卡—面向国外运动员和游客推出天翼租机礼包，用户支付一定费用即可获得亚面向国外运动员和游客推出天翼租机礼包，用户支付一定费用即可获得亚运会期间的使用权和一定额度话费或通话优惠（如包亚运场馆区域主运会期间的使用权和一定额度话费或通话优惠（如包亚运场馆区域主叫本地和国内）叫本地和国内）—推出结合亚运主题的推出结合亚运主题的200卡、统一充值付费卡，并面向收藏市场，推卡、统一充值付费卡，并面向收藏市场，推出亚运卡主题藏册出亚运卡主题藏册§面向组织者，做好面向组织者，做好800M800M集群业务发展工作集群业务发展工作—应对突发公共事件的处置、应急联动能力及提升日常管理和社会化服务水应对突发公共事件的处置、应急联动能力及提升日常管理和社会化服务水平而提供的专业级无线调度指挥通信网络平而提供的专业级无线调度指挥通信网络—组呼功能实现同组之间的、一人对多人呼叫需求组呼功能实现同组之间的、一人对多人呼叫需求5 56市场部实施亚运主题营销，推动重点业务发展：亚运套餐及信实施亚运主题营销，推动重点业务发展：亚运套餐及信息服务息服务n亚运主题套餐内容：亚运主题套餐内容：•套餐形式：加装套餐包，天翼用户受理开通套餐形式：加装套餐包，天翼用户受理开通•套餐价格：套餐价格：0~5元元/（亚运会期间）（亚运会期间）•套餐内容：套餐内容：•语音优惠：亚运场馆区域内主叫国内语音优惠：亚运场馆区域内主叫国内0.09元元/分钟全包分钟全包•WLAN上网优惠：亚运场馆上网优惠：亚运场馆WLAN区域免费上网区域免费上网•亚运信息服务免收信息费：亚运信息服务免收信息费：•赛事资讯实时推送：短信、彩信、赛事资讯实时推送：短信、彩信、WAP/WEB推送推送•赛事视频三屏直播：宽带互联网视听、赛事视频三屏直播：宽带互联网视听、WAP、、WEB直播直播•商旅服务一站提供：号百酒店商旅服务一站提供：号百酒店/机票机票/赛事门票赛事门票/餐饮预订、租餐饮预订、租车、翻译车、翻译/导游等服务导游等服务n亚运会期间，面向公众客户推出亚运主题套餐，制造公众影响力和天翼业亚运会期间，面向公众客户推出亚运主题套餐，制造公众影响力和天翼业务卖点，推动天翼业务发展务卖点，推动天翼业务发展§亚运促销：购买亚运亚运促销：购买亚运3G，赠送，赠送2G上网流量上网流量6 67市场部服务亚运，推出系列创新产品和服务服务亚运，推出系列创新产品和服务: :亚运亚运““翼起来翼起来””, , 天翼四项定制更精彩天翼四项定制更精彩§定制包装定制包装—定制包装（包装盒及上印制亚运定制包装（包装盒及上印制亚运logo））—定制待机桌面定制待机桌面—附赠亚运会礼品附赠亚运会礼品§定制应用定制应用—预装天翼对讲、视频、亚运官网、报、导航预装天翼对讲、视频、亚运官网、报、导航（场馆出行指引）、购门票、精彩亚运等应用（场馆出行指引）、购门票、精彩亚运等应用§定制内容定制内容—资讯：赛场天气预报、赛程安排、金牌榜、精彩比赛图片、资讯：赛场天气预报、赛程安排、金牌榜、精彩比赛图片、比赛视频、名家评论比赛视频、名家评论—互动：有奖问答、竞猜、投票等互动：有奖问答、竞猜、投票等—分享：明星微博、冠军访谈分享：明星微博、冠军访谈§定制服务定制服务—号百一键通，解决食住行游购系列需求号百一键通，解决食住行游购系列需求—亚运期间的专属套餐资费亚运期间的专属套餐资费7 78市场部服务亚运，推出系列创新产品和服务服务亚运，推出系列创新产品和服务: :翼支付，消费翼支付，消费更便捷更便捷§小额支付小额支付—场馆附近布放自动售货机，用户用即可购买小纪念品及饮料、食品等场馆附近布放自动售货机，用户用即可购买小纪念品及饮料、食品等§商场购物商场购物—与银行合作发行亚运联名支付卡，在超市、商场实现购物与银行合作发行亚运联名支付卡，在超市、商场实现购物§商旅娱乐商旅娱乐—院线通、任翼行购票更方便院线通、任翼行购票更方便8 89市场部服务亚运，推出系列创新产品和服务服务亚运，推出系列创新产品和服务: :天翼对讲，一呼天天翼对讲，一呼天下应下应§目标客户：各国代表团、团体游客目标客户：各国代表团、团体游客§核心功能核心功能—一按即通：一按即通：变成对讲机，呼叫接续快，支持单呼和组呼。

—一呼百应：一呼百应：群组内用户容量大，群组呼叫，适用于现场指挥、现场协调的工作场景—跨域联动：跨域联动：不受地域、距离限制，可实现远程的实时调度§进度计划：预计进度计划：预计6月前上线月前上线9 910市场部服务亚运，推出系列创新产品和服务服务亚运，推出系列创新产品和服务: :号百亚运服务，衣号百亚运服务，衣食住行更方便食住行更方便官方信息及公众官方信息及公众信息查询，信息查询，包括：亚组委通信录、赛程、赛事、场馆信息；周边休闲信息；纪念品信息；电视直播信息等114人工坐席中英文双语服务在亚运场馆重要位置布放50台以上的终端以语音指路服务为基础，增加短信、WAP及导航软件服务以黄页为载体，在亚运期间在场馆及亚运村重点推广四大板块核心内容业务方案号百服务统一展现号百服务统一展现平台，平台，提供：亚运宣传、信息多媒体查询、充值缴费、优惠券下载等亚运、电信及第三方综合信息服务有了有了114,114,出行更容出行更容易，易，提供比赛场馆交通信息、自驾、步行导航指路以及城际交通信息查询、机票预订等服务亚运综合信息传播亚运综合信息传播平台，平台，提供：便民消费类、品牌/产品推广类及政府公益类综合信息，成为亚运的“葵花宝典”101011市场部服务亚运，推出系列创新产品和服务服务亚运，推出系列创新产品和服务: : 赛事三屏直播，赛事三屏直播，信息即时送达信息即时送达§产品形态：产品形态：ITV/天翼视讯天翼视讯/WAP门户，彩信报、赛况短信门户，彩信报、赛况短信§内容组织：内容组织：—资讯、互动、分享三大版块有机结合，通过游戏互动和好友分享，拉动资讯、互动、分享三大版块有机结合，通过游戏互动和好友分享，拉动资讯内容的资讯内容的PV值，提升流量值，提升流量板块板块主要内容主要内容内容组织内容组织/ /宣传推广方式宣传推广方式资讯资讯追星频道、新闻资讯、花絮报导（文字、图片、视频）通过各种营销手段吸引用户上门户访问通过彩信方式主动下发给用户 互动互动寻宝、竞猜、游览图小游戏和奖品激励拉动人气，让用户按游戏设定路线访问相关资讯分享分享以V博和贺卡系统为基础，改造为图片、视频分享互动专区 用户可将专题的图片、视频转帖至分享专区，也可以自己上传图片和视频组织博主推手从互联网、土豆等热门图片和视频转至分享专区用户可对图片、视频进行投票和评论 111112市场部121213市场部Click to add TitleClick to add TitleClick to add TitleClick to add TitleClick to add Title131314市场部DiagramDiagram1. Describe contents for a Chart Description of the company’s sub contents Description of the company’s sub contents2. Describe contents for a Chart Description of the company’s sub contents Description of the company’s sub contents141415市场部9469739891,0781,1101,195199719981999200020012002개소수개소수( (천공천공) )이용량이용량( (백만㎥백만㎥/ /년년) )출처: 한국수자원공사4,0003,0002,0001,000151516市场部19961997199819992000200145045040040035035030030025025020020015015010010050500 0(단위:천억엔)정보통신기기정보통신기기정보서비스정보서비스방송서비스방송서비스 정보통신서비스정보통신서비스출처: 정보통신부 자료161617市场部10,00020,000Solution(21,626)(21,626)(18,122)(18,122)(9,807)(9,807)(7,984)(7,984)(7,467)(7,467)(10,266)(10,266)(14,073)(14,073)(7,810)(7,810)ERPCRM/DWKMS/GWEDMSWCMSMailingCommunityB2B FAX( (단위단위: : 만원만원) ) v ,国内精品PPT下载171718市场部 Title in hereTitle in hereDescription of the contentsText in hereText in hereDescription of the contentsDescription of the contentsDescription of the contentsDescription of the contents1. Title2. Title3. Title4. 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DiagramTEXTTEXTTEXTTEXTTEXTTEXTTEXTTEXT474748市场部TableTableTitleTitleTitleTitleTitleTitleOOOOOTitleOOOOOTitleOOOOOTitleOOOOOTitleOOOOOTitleOXOXO484849市场部Text1Text2Text3Text4Text53-D Pie Chart3-D Pie Chart494950市场部Block DiagramBlock DiagramAdd Your TextAdd Your TextAdd Your TextconceptconceptConceptConceptConceptConceptConceptConcept505051市场部Click to add contentsClick to add contentsThemeGallery is a Design Digital Content & Contents mall developed by Guild Design Inc.1.Add your text in here2.Add your text in here3.Add your text in here4.Add your text in here5.Add your text in here6.Add your text in hereCompanyLOGO515152市场部Click to edit title styleClick to edit title style•Click to add Text•Click to add Text•Click to add Text•Click to add Text•Click to add Text•Click to add Text•Click to add Text•Click to add Text•Click to add TextThemeGallery is a Design Digital Content & Contents mall developed by Guild Design Inc.5252。