The first network marketing planning scheme
First, market analysis We mainly use the network as the main customer development channel, with physical stores as the auxiliary for online marketing. So our target customers are divided into two types. One kind is netizens, who have the habit of surfing the Internet and getting information through the Internet for online shopping. Married people with this feature are our main target customers, and the other is customers who come directly through stores and maintain and develop through the Internet. Through their online platform promotion activities, online booking and ordering can be realized through word of mouth. This is also in line with the characteristics of online marketing and word-of-mouth marketing, and it is more targeted.
Characteristics of main target customers:
Geography: mainly in xx and surrounding counties and cities, radiating the whole province of xx.
Education: junior college, bachelor degree.
Gender: distinguish between men and women.
Office location: office building.
Consumption types: perceptual consumption, mixed fashion consumption.
Second, the purpose and business model
Purpose: to implement comprehensive network marketing, develop services and strive for more customers;
We provide not only photos, but also a treasure and fashion; Positive and optimistic modern lifestyle;
Business model: btoc's business model, online brand promotion and potential customer development;
The website and the physical store are combined into one.
Third, product overview
Wedding photography service, costume rental, wedding dress sales, related product sales, clothing customization.
Fourth, the marketing website construction
Set the goal of the website accurately: be clear about what the website wants visitors to do on the website. Because the studio products probably have wedding photography services, wedding rentals and wedding sales. Our goals include online rental, online wedding dress sales, online photo booking, online customer registration, online customer consultation, online coupon download, online customer comments, online wedding dress fitting, in-store direct customer consultation and telephone consultation.
Five, network marketing personnel management and performance appraisal
Six, the network marketing effect detection and evaluation
Seven, marketing mix strategy
New product development strategy: according to the characteristics of network target customers, develop new services on the basis of existing products. Mainly analyze the advantages and disadvantages of competitors, and carry out targeted short-term product development.
Product pricing strategy: according to the characteristics of network target customers and the price of facade stores, different pricing strategies are formulated. Mainly divided into facade store price, membership price, online booking price and holiday promotion price.
1, according to different times and festivals, set the promotion price and the number of ceiling price concessions.
By setting different prices, attract unnecessary customers' attention, increase website traffic, and increase customers to the facade shop through the website. Opportunity. Give customers different and diverse choices.
2. With the help of the price of the facade store, customers who have no direct transaction with the customers who come to the store for consultation will be given preferential treatment as long as the customers make an appointment online within a specific time. The purpose is to improve the conversion rate of customers through the website platform.
3. Conduct membership marketing for customers, register as members online and enjoy preferential prices, so as to collect customer information. Accumulate a lot of customer information to facilitate customers' regular development. Divide members into different levels. Different members offer different prices and value-added services.
4. Make pricing according to the different online booking methods, make relevant price concessions for customers who book directly online, and go to the store for pricing after consulting online customers. Set different prices for customers who get information through the website and go directly to the store.
Diversified channel construction strategy: mainly through the website as the main platform, combined with physical stores and our customers to build diversified channels.
1, experiential marketing: through the establishment of a stronger experiential website function, we can reflect the company's alienated products and unique services, and design a customer's wedding dress fitting function online, so that customers can choose to try on the wedding dress effect. You can also get a unique online experience, reflect the company's unique online service model, and establish a unique website function model.
2. Website itself: Enhance the marketing function and customer experience function of the website itself, so that customers can get more comprehensive information. A more complete and novel experience. Increase the time that customers stay on the website and the number of counterclaims. Through the website to increase customer trust, to achieve the role of customer word-of-mouth publicity.
3. Combine the physical store to promote the website platform, let the employees of the physical store promote the website to the customers who enter the store, let the customers visit the website, and promote the website platform and offline website with the help of existing print media, such as signboards, business cards, brochures and other tools.
4. Through the marketing strategy that the customer is a partner: establish a model recommended by the customer and give the customer a certain commission. Let customers become our partners and sales staff, and achieve the purpose of customer recommendation by establishing this model. Realize the management of customers with the help of network platform.
Promotion strategy: realize value-added promotion to customers with the help of internet multimedia, provide customers with electronic photo album production services, and combine with other products.
Eight, the choice of network marketing tools:
The foundation of network marketing is how to increase the traffic of the website and how to let more potential customers know about our website. This is the first step for us to develop online marketing. That is, the promotion of the website. Of course, the promotion of websites plays a very important role in online marketing.
Search engine promotion: mainly pay for network promotion and seo of network promotion. In the process of search engine promotion, the focus is mainly on the selection of keywords, so as to select keywords more accurately. Mainly focus on target customers, not blindly pursuing website traffic. The main work is in data research, and the keywords are put into optimization through data receipt.
Offline promotion: Promote websites with offline print media: traditional media such as business cards, logos and color pages.
Chapter II Network Marketing Planning Scheme
I. web analytics 1, website traffic analysis
Installing a set of traffic statistics system can clearly judge the effect of all marketing methods of the website at present, and can also analyze:
(1) Traffic route statistics
You can clearly count the year, month, day and passenger flow of the website through what channels. The effects of various promotion methods can be clearly judged.
(2) Browse the page and analyze the portal.
It can be judged which page in the website has been visited many times, and it can be analyzed from which page the passenger flow entered the website.
(3) Regional distribution of passenger flow
Clearly analyze the regional distribution of website visitors, and show the proportion of vagrants in each region with charts.
(4) Search engine and keyword analysis
Analyze the proportion of traffic brought by various search engines, and through search, we can analyze which keywords the passenger flow of the website has come.
(5) customer analysis
You can analyze information such as the operating system used by the client.
2. Website page analysis
Overall analysis of (1) homepage
(2) Page tag analysis
(3) Hyperlink checking
(4) Analysis of browsing speed
(5) Analysis of source code design
3. Website application technology and design analysis.
(1) Analyze whether the current technology is reasonable.
(2) Analyze whether the website structure is reasonable.
(3) Analyze whether the website design is friendly and readable.
4. Basic analysis of network marketing.
(1) keyword analysis
(2) Analysis of search engine registration.
(3) Search engine ranking analysis.
(4) Link exchange association.
(5) Analyze the main methods of network marketing.
5, website operation analysis
(1) Network Investment Analysis
(2) Analysis of website operation strategy
Second, website optimization
1, website structure optimization
Website navigation and page layout optimization
2. Web tag optimization
TITIEL keyword tag, webpage introduction tag, picture annotation and other optimization.
3, web page weight loss compression
Special web page weight reduction compression software compresses the web page system to improve the speed of page traffic.
4. Hyperlink optimization
Hyperlink Structure, Hyperlink Annotation and Hyperlink Path Optimization
5, page content optimization
Adjust the content of the home page, optimize the layout, and make the content easier to read.
Third, website promotion.
After a comprehensive analysis of the website, we choose the network promotion method. Among many methods of network promotion, the most important one is search engine ranking. Because other methods are expensive and short-lived, they can bring you high-quality traffic for a long time after ranking well in search engines. 80% of the traffic of a website is brought by search engines.
1, search engine ranking
(1) keyword selection
(2) Search engine login
Including Google, Yahoo, MSN and other hundreds of search engines at home and abroad.
(3) Search engine ranking
Through our professional SEO optimization technology, the website is optimized as a whole, so as to rank as many words as possible in various search engines and improve the traffic of the website.
2. Exchange of related links
Exchange friendly links with related websites.
3. Online advertising
In the course of website operation, it is suggested to put some effective online advertisements.
Fourth, network marketing training.
It is better to teach people to fish than to teach them to fish. Through the network, we train your network technicians, so that they can quickly master the secrets of network marketing and website operation. After we lay a good marketing foundation for your website, your website will develop steadily and continuously.
The third network marketing planning scheme
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
The first half of (1)20XX is an opportunity for Lai Soft to "explore and enter the market". First, it adopts a "market follower" strategy. After achieving the following marketing objectives in 20XX, with the increase of product share, Laisoft can change from "follower" strategy to "challenger" strategy in 20XX and from "challenger" strategy to "challenger" 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 20XX, 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 American designers, the first place in the 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
Article 4 Network marketing planning scheme
First, the advantages of network promotion 1, brand rapid promotion.
One of the important tasks of network promotion is to establish and promote corporate brands on the Internet. The offline brands of well-known enterprises can be extended on the Internet. The construction of network brand is based on the construction of enterprise website, and through a series of promotion measures, customers and the public can know and recognize the enterprise. To a certain extent, the value of online brands is even higher than the direct benefits obtained through the network. With the advancement of the network process, the speed of brand network promotion is even more amazing!
2. Save all kinds of expenses.
Network promotion saves a lot of advertising expenses in traditional marketing, and the extensive use of search engines will improve the search rate, which is better than advertising effect for small and medium-sized enterprises to some extent.
3. The development of online advertising.
There is no personal promotion or direct contact promotion under the traditional promotion mode. Instead, a large number of online advertisements are used as soft marketing methods to achieve the promotion effect. This practice can save a lot of human and financial expenses for small and medium-sized enterprises. Through the effect of online advertising, more people can go to large places to explore potential consumers, and through the rich resources of the network, they can reach cooperative alliances with non-competitors, thus broadening the consumption level of products. Network promotion can also avoid the uniformity of promotion in reality, and can achieve the promotion effect by combining the corporate culture with the corporate culture of websites that help promote it.
Second, network analysis.
A tool survey shows that there are few anti-links on the company's website, and the user experience is very poor. The LandingPage and des cription of all levels of pages do not match well. Investigate competitors, analyze the promotion modes of many competitors, and adopt corresponding strategies according to their modes.
At this time, website marketing has a certain scale, that is, it can bring sustained income to enterprises and needs a combination of various methods. At this time, it is necessary to open multiple search channels for bidding (i.e. Baidu (20 16 "Freshman Cup" basketball tournament plan), Google, Soso and sogou) and combine video marketing, email marketing, forum marketing and blog marketing.
Third, the details of the network promotion strategy:
(A) SEO optimization
1. Reasonable arrangement of website content publishing schedule is one of the important skills of SEO optimization.
Add original content at a fixed time every day. Original content should fully highlight the company's main business, search engine, and stable update sites that spiders like, so that spiders will visit our site many times and increase the exposure probability of website snapshots.
2. Submit unlisted site pages to the login portals of major search engines.
Look at the effect of SEO in search engines, and learn about the collection and update of the site through site. Through domain: your domain name or link: your domain name, you can know the reverse link of the site and better realize the dialogue with search engines.
3. Use article titles related to keywords
For example, when writing a promotional soft article of 3D animation, you must set 3D animation as a keyword in the title, because the more specific the keyword, the more accurate the search efficiency.
4. Use keywords in the body of the article
Make sure to use the target keyword at least once at the beginning of the text. This will attract search engine robots who still love the old-fashioned "meta-tags".
5. Use keywords in headlines and bold words.
Search engines like your targeted display of keywords very much. Using keywords in the tags of strong or H 1, H2 and H3 can help you get the attention of search engines.
Third, the website construction and promotion methods:
1. Full login search engine method
2. Portal promotion method: promote soft articles and publish propaganda soft articles on major portal websites. Soft text content needs to be closely related to the company's business content.
3. Blog promotion methods
Open multiple blogs on major blog websites and publish blog posts to promote enterprises (highlighting the company's business advantages and corresponding technical introduction). A certain number of releases, in order to update in time and enhance attention.
4. Forum Promotion Law
Register multiple IDs in major community forums, participate in forum discussions, skillfully publish website posters, and attract attention to the website promotion plan 20 17. For example, the advantages and technology of publishing 3D advertisements.
5. Problem network promotion method
Publish professional questions by registering multiple IDs in various knowledge search engines, and then answer the questions to improve the click-through rate. While answering professional questions, it is convenient to spread the propaganda information of enterprises to achieve the purpose of promotion.
6. Post Bar Promotion Method
Register a large number of IDs in the promotion post bar, widely disseminate publicity information in the form of a large number of posts and irrigation, and promote the formation of qualitative change with quantitative change.
7.QQ group promotion method
By adding related QQ groups, enjoying QQ group resources, sending QQ group emails, establishing QQ group greeting cards, opening QQ group space, publishing enterprise-related information and expanding information dissemination.
8. Website friendship link promotion method
Look for friendly links in various websites, solicit link exchanges extensively, but pay attention to the content correlation between the other website and the enterprise; Expand the vitality of the external links of the website and increase the exposure of the website search engine.
9. Free Service Promotion Law
Set up online consulting service in enterprises to answer professional questions for free. Establish a good reputation and enhance the reputation of enterprises.
10. Watermark promotion method
The promotional pictures, videos, materials and websites of enterprises are all watermarked by enterprises. When pictures and videos are posted to other places or other websites, they are all for corporate websites. Mark the original website on some soft articles and materials of the enterprise, and use the enterprise website to make some information brochures such as PDF or e-books. Make corporate information and culture easier to promote.
1 1. Free service promotion law
Set up online consulting service in enterprises to answer professional questions for free. Establish a good reputation and enhance the reputation of corporate brands.
12. net picking and top customer promotion methods
For example, Web Abstraction and Top Guest Websites, there are many Web Abstraction Websites, such as 365key and Sina Li Meihui. You can add some corporate websites to them.
Article 5 Network marketing planning scheme
I. Implementation process of 1 plan. Make an action plan
In order to effectively implement the network marketing promotion plan, it is necessary to formulate a detailed action plan, which should clearly implement the key decisions and tasks of internet marketing strategy, and should also include a specific timetable to determine the exact time of action.
2. Establish an organizational structure
The formal organization of enterprises plays a decisive role in the implementation of online marketing. The organization assigns the task of strategy implementation to specific departments and personnel, defines clear authority boundaries and information communication channels, and coordinates various decisions and actions within the enterprise.
3. Design decision-making and reward system
In order to implement the network marketing promotion scheme, we must design the corresponding decision-making and reward system. As far as the evaluation and reward system of managers' work is concerned, if the short-term operating profit is taken as the standard, managers' behavior will tend to be short-term, and there will be no enthusiasm for working hard to achieve long-term preparation goals.
4. Develop human resources
The network marketing promotion scheme is ultimately implemented by employees within the enterprise, so the development of human resources is very important. When evaluating and selecting managers, we should pay attention to assigning the right jobs to the right people to make the best use of them. In order to stimulate the enthusiasm of employees, we must establish a perfect system of wages, benefits and rewards and punishments.
5. Building corporate culture
Corporate culture refers to the value standards, basic beliefs and codes of conduct shared and generally followed by all employees of an enterprise, which plays a decisive role in the business thinking and leadership style of the enterprise and the work attitude and style of the employees. Corporate culture embodies the sense of collective responsibility and collective honor, and even relates to employees' outlook on life and the goals they pursue, and can play the role of "adhesive" to unite all employees. Therefore, shaping and strengthening corporate culture is a link that cannot be ignored in the implementation of corporate biography.
Second, the analysis of the problems that are easy to occur in the implementation of the plan
1. The plan is divorced from reality
(1) The scheme planner only considers the overall strategy and ignores the details in the implementation, which makes the network marketing scheme too general and a mere formality.
(2) Planners often don't understand the specific problems in the implementation of the plan, and their plans are divorced from reality.
(3) There is not enough communication between the scheme planners and the network marketers, which makes the network marketers often encounter difficulties in the implementation process, because they do not fully understand the scheme that needs them to implement.
2. Long-term goals and short-term goals are contradictory.
The strategic planning in the network marketing planning scheme usually focuses on the long-term goals of the enterprise and involves the business activities in the next 3-5 years. However, online marketers who implement these strategies usually evaluate and reward them according to their short-term performance. Therefore, online marketers often choose short-term behavior.
3. Have the inertia of conformism
The current business activities of enterprises are often to achieve the established strategic goals. If the new network marketing promotion scheme does not conform to the traditions and customs of enterprises, it will be resisted. To implement a new network marketing promotion scheme that is completely different from the previous network marketing planning scheme, it is often necessary to break the traditional organizational structure of enterprises.
4. Lack of specific and clear implementation plan
Some network marketing promotion plans failed because the planners did not make clear and specific implementation plans. Many enterprises are facing a dilemma, which is the lack of a collective plan that can make all relevant departments in the enterprise act in concert.