An excellent marketing plan can help you to improve the selling efficiency and performance. The following are "4 templates of e-commerce marketing scheme" compiled by me for everyone, for reference only, and you are welcome to read them. Chapter 1: E-commerce marketing plan template (1)
1. Background of opening an online shop
With the rapid development of e-commerce, online shopping has gradually become a fashion, and Taobao provides us with a convenient and fast shopping environment. On 2xx, X, X, the data released by Taobao shows that the daily parcel volume of Taobao and Taobao Mall has exceeded X million, accounting for nearly 6% of the total parcels in the entire express delivery industry; In 2xx, the total number of brands in Taobao Mall reached more than X million, more than double that of the previous year. In addition, the Taobao open platform, which has been fully opened since xx, has opened xx API interfaces in more than two years, and the total number of cooperative independent software developers has reached xx million. By the end of 2xxx x, Taobao had helped XX million people achieve direct employment.
It can be seen that the spring of online shopping in China has arrived and its development prospect is very broad. These online shopping platforms also provide personal online shop platforms, and they are provided free of charge, which makes it more convenient for college students to open stores online. At the beginning of the Spring Festival in 2xx, I registered my own Taobao shop on Taobao, named "xx wardrobe", to give myself more opportunities to learn and practice.
II. Basic introduction of personal online store
(I) Business direction
The store category of XX wardrobe store is clothing accessories/bags/shoes and hats, which mainly deals in Korean clothing for men and women and trendy casual shoes. During the operation of the online store, exquisite ornaments have been added. In terms of supply, because I am currently in school and the economic resources are not sufficient, I chose the way of product consignment. Men's wear and women's wear are imitation clothes, and xx's direct manufacturers supply goods. Compared with the market price, the price is relatively low, mainly with small profits but quick turnover as the means to repeat customers. Jewelry is the direct supplier of xx, with low price, good quality and high cost performance.
(II) Target groups
The small store mainly targets young people of X years old, mainly students and people who have just started social work. They like and have time to surf the Internet, but their economies are mostly not independent or completely independent. This group of people's pursuit of clothing standards is mainly in fashion and novelty, and they are the fastest group to change clothes. They have a certain knowledge of brands, but most of them are unable to buy brand-name clothes, which is the target customers of our online store. Therefore, I seize the psychological factors that consumers like online shopping and are willing to buy goods with high cost performance, adopt certain strategies in product pricing and publicity, formulate some special products regularly, and open up the sales of online stores < P > Third, marketing purposes < P > In order to better meet the needs of consumers and provide them with quality services. At the same time, it also promotes and publicizes online stores to improve their popularity; Enhance the sales volume and traffic of online stores. Fully build a good website and carry out marketing promotion.
iv. market analysis
in online Taobao shops, the goods sold are divided into two categories: physical goods and virtual goods. I now take Taobao as an example to analyze the market of some online goods sales from several aspects.
(1) Analysis of competition
Physical goods, mainly clothing, accessories, digital appliances and beauty products, should be said that everything that people need in life can be sold online, except drugs and dangerous goods. In the Taobao survey, taking clothing as an example, women's clothing is sold by the largest number of merchants, with great homogeneity of goods, large fluctuation of prices, and extremely fast updating of goods, which requires the cooperation of logistics and the influence of geographical factors on freight prices, so characteristics are particularly important. Brand, quality and price of products are the biggest factors that consumers consider. For this reason, I take small profits but quick turnover as marketing means to ensure quality and improve the cost performance of goods.
virtual goods, mainly prepaid goods, do not need to be delivered, and the price difference of goods is small. Basically, they are all priced by dealers, and the prices fluctuate up and down at this level. However, to sell virtual goods, you must join the Consumer Protection Association and Ghana's thousand yuan deposit to achieve the purpose of protecting consumers. Therefore, the investment in selling virtual goods is large, but the risk is small and the competition is relatively small.
(II) Analysis of market demand
According to survey statistics, young people between the ages of 18 and 35 account for a large proportion of consumers who shop and browse goods online. According to age analysis, consumers are mainly students with no income, and their income does not want to be stable for young working people. To this end, the goods sold should be what they like and need. The goods I choose to sell are just like this, with fashionable Korean costumes, easy-to-match fashion accessories, and sweet and super-vibrant clothing accessories; There are not only work clothes suitable for the workplace, but also fashionable T-shirts and cowboy clothes suitable for students around X years old. According to the analysis of consumption level, the price should be lower.
(III) Analysis of operational risk
At the beginning of the store's operation, I mainly dealt with consignment, and the manufacturer delivered the goods on behalf of me, so there was no inventory backlog and the risk was relatively small. A new online shop and brand that has not been recognized is not well-known and lacks innovation ability. It needs to be run-in and the sales channels have yet to be established. In particular, the online shop that just started to operate has a low reputation, and customers are afraid to buy goods in such a shop. So in sales, you may want to struggle.
V. Specific marketing strategy
(I) Pricing strategy
In today's society where e-commerce is developing rapidly, the homogenization of goods is very serious and the competition among merchants is fierce. In pricing, I mainly adopt the strategy of small profits but quick turnover. For the newly-put goods, fashionable and popular goods, I will adopt the way of discount promotion. The comparison between the original price and the current price will attract many consumers. For the goods with fewer merchants but good styles, I will set a price that is lower but not the lowest in the comparison of commodity prices. In my online shop, there is a special section, which regularly launches several special items with prices close to the purchase price, so as to improve the ranking, increase the search volume and promote sales.
(2) product strategy
I am doing imitation clothes, and the brand is my disadvantage, and the advantage of price and quality. Compared with branded goods with the same style and quality, the price is very different. Among consumers, some people are willing to spend several hundred yuan to buy a branded product, pursuing the psychological satisfaction brought by the brand and the quality brought by the quality; There are also some people who don't pursue brands, but pay attention to quality and style, and pay more attention to cost performance in price selection. This is our target sales group. Our goods, in the same price of goods, the quality is relatively good, in the same quality products, the price is lower, which has certain advantages. Of course, the price and quality of the products we have experienced are also graded. Some products with relatively low cost performance are priced around 2 yuan, and the quality is average, and some products with very good quality and relatively high price are available for consumers with different eyes to choose from.
(3) promotion strategy of online stores
1. Several special items are regularly launched in online stores, the prices are very low, but the styles are better and the quality is better, mainly according to the sales of the goods, creating a good reputation of the store for focusing on quality and low price.
2. During the holiday season, the whole store will promote sales promotion and lower prices. In the comparison between the original price and the current price, the price difference will be used to attract consumers' attention. At the same time, several activities will be launched to package the goods, reduce the freight, or give small gifts to benefit consumers to the greatest extent, so as to promote sales and open up the market.
3. Publicize your online store and competitive products in your store, such as xx, and famous seller communities on major websites, so as to increase the exposure and search volume of products, thereby increasing the flow of stores and promoting sales.
4. Shop decoration, to create a color tone and style feature that consumers prefer. For example, men's wear is mainly in black, gray and blue tones, and the page should be simple and generous, and the decoration of lace should be minimized; Korean costumes are mostly sweet and fashionable styles. My shop uses pink as the basic color tone, adding beige and purple to make the page more beautiful.
In addition, in the introduction of the baby, in addition to the wearing effect diagram of the goods, we also need to add some matching effects of different clothes, highlight the effects of different matching, and match more changes to attract consumers' attention. We should also pay attention to the shooting of detailed pictures, so that consumers can understand the quality and fabric of goods and increase their persuasiveness; Increase the introduction of commodity size, so that the performance of commodities is more intuitive.
product titles, increase keywords, increase search volume, highlight product features and optimize titles.
5. Join the Consumer Protection Association and return goods within 7 days, so as to improve the store ranking and search volume.
6, improve the reputation, reputation is one of the keys to the development of the store. To this end, we can sell virtual goods with relatively little competition, increase credibility and improve the ranking of stores.
7. For the control of goods' shelf time, choose the time when there are relatively many people surfing the Internet, such as 3-5 pm and 7-9 pm, so as to increase the search volume. Part 2: E-commerce marketing plan template (2)
The world is now caught in the gold rush of the Internet, how to find business opportunities from the Internet? All walks of life have tried their best, and the success of xx and xx can prove that the Internet has unlimited business opportunities, although the industry has not yet made money. But a large number of visitors and creative marketing methods have subverted the traditional marketing channels. Small and beautiful enterprises may also be the protagonists. Maybe it's too late for you to become an important brand in existing industries, but you definitely have a chance to become a well-known brand on the Internet.
The Internet has changed our lives more and more, and people's attention to e-commerce has shifted to how to turn these electronic services into more convenient, modular, personalized and closely integrated electronic services, and to customize the process, that is, to realize the major transformation from "you work on the WEB" to "the WEB works for you".
The utilization degree of network resources can greatly determine the survival and development of an enterprise. Although xx Company has its own portal website, its network marketing has just started, and a complete internet marketing strategy scheme has not yet been formed. Therefore, it is necessary to plan an effective network marketing plan according to the characteristics of the network market and enterprise resources, so as to organically integrate traditional sales and network sales.
I. analysis of network marketing environment
marketing environment refers to various external conditions that have an impact on the survival and development of enterprises. Marketing environment is an uncontrollable factor in the process of enterprise marketing management. The success or failure of enterprise management depends on whether marketing managers can adapt to the ever-changing marketing environment.
the marketing environment of a company refers to various factors and forces that can affect the marketing department's ability to develop and maintain good relations with target customers outside marketing activities. The marketing environment can provide both opportunities and threats. A successful company must constantly observe and adapt to the changing environment.
second, analysis of market environment
China's gold sales volume has increased from x tons in xx years to about x tons at present, thus making China the third largest gold consumer in the world. According to the statistics of relevant departments, about x people in the world own a gold shop, but at present there are only more than x gold shops in China, even if it is only calculated by x billion consumers in developed areas. Only X talents have a gold shop. In big cities, only x% of residents own jewelry, while in small and medium-sized cities, the proportion is only x%, while in rural areas in the east, it is even less, only x%.
At present and in the future, the growth momentum of the gold gift market mainly comes from wedding demand, overseas tourists' demand and gifts. Due to the influence of tradition, China people are particularly fond of gold, except buying necklaces, rings, earrings and bracelets. Some ornaments made of pure gold, such as frosted or hollow zodiac, are also popular. However, the most popular ones are those with deep light treatment on the surface, and styles with abstract patterns of architectural style and free style are still popular.
In terms of sales, famous gold shops and chain stores play a major role, and some big shopping malls also have special counters. These methods are all traditional marketing, which seems a bit outdated in today's e-era. With China's entry into WTO, the gold market has gradually opened up, which has brought vitality to the development of the gold industry. In addition, the People's Bank of China has changed the price of gold to once a week, making the price of gold more in line with the international market.
III. Corporate Image Analysis
2.1 Company Profile
A gold and silver company is a joint venture established by Chengdu Banknote Printing Company of China Banknote Printing and Minting Corporation and Hong Kong Jinyinlu Co., Ltd., and it is also the first joint venture in the People's Bank of China system. Chengdu Banknote Printing Company is a large-scale comprehensive enterprise integrating banknote printing, paper making, gold and silver refining and processing. Its gold and silver refining and processing capacity is in a leading position in China, and it is a national gold and silver refining and processing base. Hong Kong Jinyinlu Co., Ltd. is a listed company engaged in the trade of nonferrous metals and precious metals and the development of related products.
a gold and silver company has now developed into a comprehensive enterprise with high-standard gold bars, innovative production of gold and silver products, design and development of a series of treasures and international trade in precious metals, and its market has spread all over the country, Europe, America, India and Southeast Asia.
2.2 Our philosophy
The company believes in the business philosophy of "creating the market and sharing with partners", and adheres to the business philosophy of "casting real gold with sincerity", and cooperates sincerely with our shareholder, employee, customer and supplier Qi Xin to open up the market and enjoy the benefits.
2.3 Our team
The company has adopted the talent mechanism of "having both ability and political integrity, using only talents", and 95% of the managers have master's and undergraduate degrees. Introduce excellent overseas study management talents, use advanced management system and create an efficient marketing team.
2.4 Our Honor
A gold and silver company is committed to creating value for the society and sincerely serving the society. With its excellent performance and standardized operation, the company was awarded as "Excellent Foreign Investment Enterprise" in Chengdu, the title of "Big Taxpayer" in Chengdu High-tech Zone, the "Double Excellent" Enterprise Award in Chengdu and the key enterprise for earning foreign exchange through export. Because the company adheres to the principle of honest management, it was awarded "AAA" in the credit rating.
2.5 company prospects
With the gradual integration of China's economy with the world economy and the steady development of China's gold market, a gold and silver company will be brave in innovation, enterprising and honest management in the precious metal industry, play an active leading role in developing the gold investment market and accelerating the economic development of the western region, actively explore the gold bar market and gold and silver products, and strive to enter the top ten gold enterprises in China.
iv. product analysis
the trading of gold bars in our company has opened up new investment channels for the western gold market; The company can use its own Reuters information terminal to obtain accurate information on the world precious metal market for investors at the first time, and provide investment and financial consulting services for precious metal products such as gold and silver conveniently and quickly.
our company has introduced a complete set of international advanced electroforming production lines, adopted advanced German technology, raw materials and technology, and has first-class round carving in China.