First look at the background 1 and analyze the current situation-four dimensions: economy, politics, science and technology and society. Second, identify annual keywords. Third, there are two problems of leadership anxiety-confusion (promoting growth) and difficulty (solving problems). Second, set the target 1, and make clear the promotion purpose-launch new products, contain opponents and compete. Push crowd 1, consumer crowd-workplace crowd, pan-entertainment crowd, spiritual middle class crowd, gourmet crowd, sports crowd, Z generation crowd, family crowd 2, consumer demand-crowd characteristics, preferences 3, consumption scene-traditional consumption scene, new consumption scene (live broadcast = character x scene x atmosphere) 4, writing theme 1. May Day, Mother's Day, Father's Day, Qixi Festival, Mid-Autumn Festival, National Day and other national festivals) ● Social hotspots (Olympic Games, National Games, World Cup, World Expo, Universiade, successful space launch, thunderstorm and typhoon days, new film release, etc. ● Brand launch (spokesperson attending activities, president signing, group buying, horizontal alliance, store celebration, reopening, etc.). ) ● customers. Theme copy-● Key points (easy to remember, understand and spread) ● Skills (limited time, accelerated tone, emphasis on loss, unfinished projects, conformity manufacturing, bright color promotion) 3. Activity execution-activity execution schedule, overall promotion planning schedule, creative design and shooting planning schedule, setting promotion time and cycle 5, and burying hook 1. Cash coupons, discounts, half price for the second piece, N price for m pieces, fission distribution 2, fun advantages-games, quarrels, competitions, hype 3, reward advantages-buying gifts, collecting praises, blessing bags, lottery 4, brand advantages-brand alliance, membership, pre-order 6, reputation 1, main number distribution-ownership.