The "Tianyi Panoramic Multimedia Teaching Series Software" developed by Beijing Lairuan Electronic Technology Co., Ltd., a Sino-US joint venture, will be fully put into the market in 20001year. In order to successfully introduce this product, Beijing Zhicheng AIA Information Consulting Co., Ltd. (AIA Consulting Co., Ltd.) is specially entrusted to do marketing planning for it. The planning scheme analyzes the market environment and opportunities of teaching software, locates the target market and target consumers of Tianyi software, and puts forward the marketing plan for 200 1 year.
As early as May 1999, AIA Consulting Company has conducted an in-depth investigation and research on the educational software channel market, entrusted by Laisoft Company. This planning scheme is to formulate product marketing strategy and marketing promotion strategy on the basis of previous research.
market environment
In 2000, the annual sales of computers in China reached about 8 million units, with an average annual increase of 60%. At present, the number of computers in our society exceeds150,000, of which more than half of the sales have entered the family, and the number of home computers is about 6-7 million. Among the 700,000 primary and secondary schools in China, there are currently 60,000 schools with about 6,543,800 computers. It can be seen that the possession of a huge home computer ensures sufficient market space for Tianyi software.
At present, there are about 1000 kinds of educational software on the market. If the CD corresponding to a primary and secondary school textbook is defined as educational software, there are about 3000 kinds of educational software developed at present. It is estimated that the number of educational software will increase to about 5,000 in 3-5 years, reaching 6,545,438+00 years.
In 2000, China's software sales amounted to 654.38+0.5 billion RMB, of which application software accounted for 665.438+0.4% of the software market. It is estimated that educational software accounted for 65.438+0.2% of the total software sales, which was about 654.38+0.7 billion RMB, while the teaching software market for students was about 200-300 million RMB.
The content and production of educational software are relatively simple. The vast majority of educational software does not play the role of multimedia technology, and a considerable part is a copy of textbooks. The exercises became an electronic question bank, and the "manual indoctrination" in the classroom became "computer indoctrination"; Some even made mistakes or mistakes; The manufacturing level of educational software is rough and lacks innovation. Tianyi software completely overcame the above shortcomings and created a new world of software quality products.
Judging from the educational software market, it is basically in a disorderly state. Because educational software has strong ideological characteristics, its research, development, publication and distribution belong to national behavior. In particular, educational software compatible with primary and secondary school textbooks must undergo strict examination and approval before it can enter schools and markets. However, most of the educational software sold in the market has not been approved by the relevant education departments, which leads to market disorder.
From the perspective of educational software industry, the short-term behavior in operation is very prominent, and exaggerated advertisements mislead consumers; The guiding ideology of individual educational software development even runs counter to the current educational policy; Get rid of the unrealistic high price of the working class and blindly pursue high profits. Or, in order to exclude dissidents, malicious price competition causes market chaos.
There are about 65.438+0.4 billion primary school students, 53 million junior high school students, 8.5 million senior high school students and 700,000 primary and secondary schools in China. The educational software for these primary and middle school students is facing a huge market, which can be said to be unique in the world.
China is a developing country, most primary and secondary schools are located in rural areas, computers are not yet popular, and the demand for educational software is not great. However, it should be noted that the demand for educational software is also huge in large cities in China and small and medium-sized cities in developed eastern regions. Moreover, with the development of China's economy and social progress in the central and western regions, the huge demand for educational software in various regions of the country will gradually emerge, forming a powerful driving force for the development of educational software.
The product market analysis shows that the development process of educational software can be clearly divided into three generations, and the educational software with "question bank" and "exercise training" as its core content is basically the first generation of educational software. At present, some educational software guided by cognitive learning theory (such as a large number of software with review guidance as the main content) belongs to the second generation of educational software, which is the mainstream of educational software and the direction of efforts of various educational software developers.
The first and second generation educational software can no longer meet the needs of the times reform, the new situation of educational software development and the requirements of educational reform in the information age. Most of the software still serves the exam. Can not meet the "computer-based learning", the software is basically the presentation of test questions, books and classrooms are moved around, and the role of computer cognitive tools is not fully exerted; Did not use the latest psychological science research results.
At the end of 1990s, multimedia technology and Internet applications became more and more mature, and home computers became more and more popular. People's demand for knowledge has become stronger, which has created a more favorable market environment for the educational software market. However, the educational software market has not only failed to achieve explosive growth, but is in a state of stagnation or even shrinkage. Why can't the products with strong demand in the market be recognized by users? On the whole, the main reasons are as follows:
(1) Their understanding of educational software is not profound. They regard educational software as electronic teaching materials and question banks, and pay insufficient attention to the subject education mode and the cultivation of students' efforts.
(2) It does not reflect the advantages of computer-aided education in interactive and personalized teaching. At present, educational software does not give full play to the advantages of computer-aided education, basically has no interactive function, let alone personalized education, and cannot meet the actual needs of education.
(3) The development of educational software lacks a standardized and effective operating mechanism, which leads to the lack of authority, scientificity and practicality of educational software.
Tianyi product advantages "Tianyi" series of mathematics and physics teaching software adopts the most advanced computer software technology, production technology and teaching platform in the world at present, which ensures the advancement, interactivity and expansibility of this series of software. The teaching software is stable in operation, simple in operation, highly intelligent and interactive. It has broken through the mode of "electronic question bank" and "textbook copying" in the domestic educational software market, and its comprehensive level has reached the domestic first-class level. Characteristic analysis is as follows:
(1) Full 3D animation to explain knowledge points
(2) Unique intelligent human-computer interaction exercises.
(3) scientific knowledge structure diagram design, intelligent leak detection.
(4) Curriculum design and material processing functions
(5) Tianyi software is rich in content, unique in style and simple to operate.
Target Consumption Positioning "Tianyi Panoramic Multimedia Teaching Software" is a special product suitable for teachers' classroom teaching and students' preview and review at home, which has obvious characteristics of facing the crowd. According to the product characteristics of Tianyi, we think its target user market is:
(1) High school students and parents
-direct consumers and decision makers of consumption behavior
(2) Middle school principals or information teaching leaders.
-A guide to consumer behavior
(3) High school math and physics teachers.
-consumer behavior guidelines and product recommendations
Regional Market Positioning When determining the target regional market, we consider the following factors:
(1) Select economically developed areas. Teaching software is a learning tool running on the computer. The price of teaching software sold in the market now is still high-end consumption for most working families. Home PC is very common in economically developed areas and has strong consumption power.
(2) Choose areas with fierce competition in the college entrance examination.
(3) Select the central city of each region.
(4) The target primary markets are: Beijing, Shanghai, Tianjin, Guangzhou, Zhengzhou, Jinan, Qingdao, Xi, Chengdu and Chongqing.
Marketing strategy formulation
(1)200 1 The first half of the year was the opportunity for Laisoft to "explore and enter the market", and at first it adopted the strategy of "market follower"; After achieving the follow-up marketing target of 200 1, with the increase of product share, Laisoft can change from a follower strategy to a challenger strategy in 2002 and a challenger strategy to a leader strategy in 2003.
(2) Implementing integrated marketing strategy. Make use of comprehensive advantages to carry out horizontal integration (channel strategy-market expansion strategy-service strategy) market expansion strategy.
(3) quickly establish a sales network system, with direct sales mode as the main mode and distribution channels as the supplement. 1-2 years will be in the form of * * * storage, dual mode.
(4) Strive to create the image of "Laisoft" company and "Tianyi" products. Make full use of public relations and media publicity to create market demand and guide consumption.
(5) Complete (perfect) the CIS planning of products, and make good visual image preparation for market expansion.
(6) Establish a well-organized sales team and improve the management mechanism, training mechanism and reward and punishment mechanism of the sales team.
Advertising strategy sets advertising goals.
(1) Enhance corporate image and product image. By the end of 200 1, the popularity of Tianyi Software has increased to 40%;
(2) Expand sales channels and stabilize sales network.
(3) Contact with the public and create a social environment for sales.
Advertising objectives:
Direct target: the direct users of Tianyi Software and the people who play a decision-making role in purchasing behavior.
(1) Senior high school students and their parents
(2) Senior high school math and physics teachers
(3) school principals in charge of education
Knowable object: the main target object of public relations.
(1) government officials and managers in related industries
(2) Distributors of software sales
(3) people in the industry (including education software industry and related industries, which need cooperation opportunities)
(4) Media
Unknown object: the target group that has an influence on the company's business activities.
(1) A public figure concerned about the development of education.
(2) investors who are keen on investment education.
Attraction of advertising products:
(1) quality education new products;
(2) The authoritative image of the product (the product of the National Torch Program, the crystallization of Sino-US cooperation, the masterpiece of famous American designers, the first place in software evaluation of PCSHOPPER primary and secondary schools, etc.). );
(3) Intuitive and vivid 3D animation effect;
(4) Unique intelligent man-machine communication exercise function.
slogan
(1) Tianyi makes learning easier.
(2) Tianyi inserted wings into learning.
Advertising expression:
(1) The main media choices are newspapers: mass media and industry media;
(2) Performance theme: It is easier to learn as soon as possible;
(3) Performance types: product image+corporate image combination, concept communication and word-of-mouth investment promotion;
(4) Regular media release.
Public relations strategy to formulate public relations strategy
(1) The form of public relations activities should conform to the characteristics of the target group;
(2) the combination of commercial public relations activities and public welfare activities;
(3) The combination of public relations activities and media release.
The task of public relations activities
(1) Improve enterprise awareness and product awareness;
(2) With the help of propaganda and offensive, arouse the attention and interest of agents, wholesalers and retailers, and accordingly promote the construction of marketing channel system;
(3) Guide, encourage and promote consumers to complete their purchase behavior and promote the market sales of products through continuous concept speculation;
(4) Providing information channels for the development and social impact of public relations;
(5) arouse the attention of people in the industry, seek market cooperation and increase market competitiveness.
Design of public relations activities
Activity scheme 1: Tianyi Software 500 middle school demonstration.
Activity plan 2: "One cup a day" middle school students' mathematical physics knowledge contest
Option 3: Soft Media Publicity
Activity plan 4: Award activities for thousands of outstanding middle school students.
Activity scheme 5: terminal effect promotion
Plan 6: Title Sponsorship