Subdivision And Further Integration Of Integrated Marketing Communications

< p > strong > 1, propagation < a href= "//www.sjfzxm.com/news/index_c.asp" > Terminal < /a > selection and level subdivision < /strong > /p >

< p > the selection of the communication terminal is easy to understand literally, that is to say: select the terminal to propagate from the terminal.

Generally speaking, the terminal with strong business, concentrated crowd flow, superior location, outstanding scale and good efficiency is the preferred communication terminal.

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< p > after the selection of the communication terminal, next, according to the sales level, scale requirements, terminal type and other indicators, the terminal level subdivision is carried out.

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< p >, it is convenient for statistics, < a href= "//www.sjfzxm.com/news/index_c.asp" > Management > /a > distribution and so on.

In the table, the sales level is divided into several levels by the sales volume of the terminal (such as a certain product: the daily average sales volume of X or above is the first level sales volume, Y-X is the two level sales volume, the Y below is the three level sales volume, the remaining terminals must be at the minimum sales quota of Z or more.

Image publicity terminal, mainly refers to exclusive stores, image stores, franchisees, etc., is also classified according to the sales level, scale requirements, terminal types and other indicators into one, two, and three levels; in addition, there are still some pure propaganda terminals, with the majority of shops and other terminals such as publicity materials, supplies, gifts, facilities, etc., these terminal stores or the terminals that sell the products, or the terminals that are not closely related to the consumption pattern of this product but are sold as retail terminals.

The requirement of scale is mainly considered through terminal volume, terminal area, terminal layout space and so on; terminal type mainly refers to exclusive stores, image stores, franchisees, community convenience stores, and business super; quantity refers to the statistics of the various types of terminals that meet the requirements; the standardized allocation of communication refers to the standardized configuration of communication according to the different terminal levels, and the distribution of points must be matched with pmission and selection, which must be disseminated as the communication content that must be carried out by each terminal, and the content of communication pmitted to the terminals should be selected and implemented.

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< p > < strong > 2, terminal area and < a href= "//www.sjfzxm.com/news/index_c.asp" > functional planning < /a > < /strong > /p >

< p >: according to different grades of terminals, they are divided into different functional terminal areas, and their functions are planned.

一般来说，终端区域划分为：店外宣传区、店内宣传区、销售台、展示区、促销区、陈列区(强化主销)、互动活动区等，店外宣传区主要用于店外活动、展示陈列、促销咨询、门前户外牌(灯箱)、门头、户外宣传物料、人员宣传等;店内宣传区主要用于店内宣传物料，如展板(牌)、易拉宝(X展架)、海报、挂旗、地贴等;销售台主要是指销售台及周边销售台人员配置、布置配置及相关的宣传物料配置，如宣传册(页)、台牌(卡);展示区主要是指形象产品、特别产品等的展示并配合物料宣传;促销区主要是指促销产品的配置、促销人员的配置、促销陈列的配置和促销物料的配置等;陈列区主要是指常规产品的陈列，在陈列时须强化主销产品的陈列、以便于被消费者关注和购买;互动活动区主要是指互动性的消费者活动区域，如赠品领取、抽奖、小游戏、小礼品发放等，并配合物料

Propaganda.

The principles to be followed are: unified theme, vivid expression, standardized image, rationalized layout, three-dimensional dissemination, and systematic implementation.

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The terminal area and functional planning of P terminals with different grades are dependent on requirements.

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< p > < strong > 3, terminal brand management system < /strong > /p >

< p > contains four parts: terminal display system planning, terminal display system planning, terminal communication system planning, terminal shopping guide system planning.

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< p > Terminal Display System Planning -- < /p >

< p > principle: enhance product / gate effect / corridor effect / location prominently / layout specification / display neatly < /p >.

< p > Terminal Display System Planning -- < /p >

< p > principle: theme integration / visual impact / local conditions / standard layout < /p >

< p > terminal communication system planning -- < /p >

< p > principle: isolation / recognition / flexibility / uniformity < /p >

< p > key terminal communication time points: brand image promotion / replacement / modeling, new product listing, festival, promotion, public celebration, etc.

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< p > here, terminal promotion communication system planning (above), terminal Festival communication system planning < /p >

< p > terminal communication system planning -- < /p >

< p > key shopping guide points: new products, festivals, promotions and so on.

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< p > key matters: shopping guide CIS system (usually refers to image identity unification, shopping guide station planning, guide shopping specification, etc.) < /p >

< p > 1) image recognition unified < /p >.

< p > mainly refers to the unification of the image binding of the shopping guide (such as clothing, work cards, ribbons, etc.) to convey the brand, shape the image and guide consumption.

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< p > 2) shopping guide Station Planning < /p >

< p > the location of the shopping guide is to face the way through the entrance and the flow of people into the aisle.

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< p > according to the quantity of the shopping guide staffs, the author divides the shopping guide stations into full site shopping guide, alternate shopping guide and corner shopping guide.

Full site shopping refers to the establishment of shopping guides at all passageways and corners, and the location of the shopping guide is symmetrical, which is usually guided by one channel by two shopping guides. The gap shopping guide refers to the establishment of shopping guide personnel at all passageways, and the position of the shopping guide is staggered as a guide for one shopping guide. The corner shopping guide refers to all the shopping guides at the turning points. The shopping guide is a diagonal station, and is generally guided by two channels for a shopping guide.

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< p > below, take the one or two level terminal as an example to illustrate to you (in FIGS. Behalf of the shopping guide): < /p >

< p > 3) guide shopping specification specification < /p >

"P", that is, the unified terminal guide, makes it form a norm and delivers the same voice to consumers.

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< p > 4, establishing controllable terminal < /p >.

< p > the controllable terminal here does not mean that it controls the terminal directly, but controls the terminal.

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< p > main control matters are: terminal information is controllable, terminal pmission is controllable.

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< p > 1) terminal information is controllable < /p >.

< p > means: establish a channel information system to achieve controllable channel information.

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< p > 2) terminal pmission is controllable < /p >.

< p > according to the contents of the above several levels, we should carry out standardized management of terminal dissemination and standardized allocation of terminal communication.

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< p > 5, terminal sales promotion system < /p >

< p > that is sales promotion, product promotion, promotion and service promotion around terminal sales.

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To sum up, to sum up, it is to integrate Integrated Terminal Communications (P), a systematic idea of terminal communication and integration.

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