E-commerce marketing scheme (1) E-commerce is an important business transaction mode in the world, and it must serve the business. Therefore, enterprises should carry out network marketing under this premise. Nowadays, the important means of network marketing in modern enterprise e-commerce include search engine marketing, forum marketing, blog marketing, Weibo marketing, video marketing, question and answer marketing, encyclopedia marketing and enterprise news marketing.
1, search engine marketing
In the process of enterprise network marketing, the vast majority of customers come from search engines. Therefore, the main battlefield of network marketing should be search engines, and each search engine is a golden road to lead customers to corporate websites. As long as we have a large number of product keywords appearing in major search engines, more tourists will naturally be introduced to our website.
2. Forum marketing
The purpose of forum marketing is to share, so you must not hesitate to share your latest experiences or unique life feelings, so that people who read your posts can gain something. The posts that constantly publish pure product information and product pictures on the forum are not welcomed by website owners and netizens, and are typical junk information. Enterprises should take their own companies and products as cases to achieve the purpose of publicity and instill our product information, corporate philosophy and brand culture imperceptibly.
3. Blog marketing
Blog articles all appear as independent static web pages, and search engines are particularly friendly to the weight of blog articles, so we can use this "land" for effective online marketing. Blog is free because of independence, interactive because of freedom, newsworthy because of timeliness and strong commercial value. On the blog, we can publish our own interesting stories and feelings about life. In this way, customers can know more about yourself and the company, and thus better narrow the distance between you and customers. In addition, blogs can also introduce the latest trends and product information of enterprises. The most important thing is to publish professional knowledge of some industries in different categories, so that your blog can become a knowledge base of industries and products. If you keep writing blog logs, enterprises will also "benefit" from blogs.
4. Weibo Marketing
Weibo is like a piece of news, concise and full of emotion. It can transmit the latest information anytime and anywhere through computer or mobile phone, which is an important way to establish contact. Weibo, a fast and convenient interactive small media, can share valuable information, understand customers' needs, provide customers with answers and services at the first time, and make customers feel intimate.
E-commerce marketing plan book (II) With the improvement of people's living standards, shoes are not only a tool to keep out the cold, but also an ornament for beauty lovers to pursue fashion. Modern people not only regard shoes as a means of transportation, but also pursue fashionable styles of shoes, which are comfortable and durable. Therefore, it is a good development direction to open a shoe sales channel online so that customers can buy satisfactory shoes quickly and conveniently without going out.
Project: establish the online business network of shoes industry of xx Company; Mainly selling shoes; Online ordering, after-sales consultation, online negotiation, sample preview, customer special requirements and other online services.
Our aim is service specialization, service standardization and service diversification. Treat partners sincerely, respect peers and pursue win-win results. Leave the risks to us and the convenience to the customers. At the same time, it also provides free telephone consultation service.
First, the company's business purposes and objectives
Purpose: service specialization, service standardization and service diversification. Create a perfect computer rental service.
Goal: to develop the company into a well-known enterprise in the field of e-commerce and launch the company brand on the Internet.
Second, the company profile
Company name: xx footwear industry
Scope of business: selling all kinds of shoes: men's leather shoes, women's leather shoes, sports shoes, children's shoes, etc.
Third, company management.
1, management ideas
The premise of excellent scientific management is to determine and implement correct and advanced management ideas. We will adopt the people-oriented management concept and attach importance to teamwork spirit. Attach importance to personal development, respect personal value, and coordinate with all functional departments to realize the overall development of the company and achieve the effect of 1+ 12.
2. Management team
This is an industry that manages talents. We will establish a management team with direct skills and experience in various influential positions, and welcome all talents who are interested in seeking development in our company to join our company.
3, management decisions
The management team is mainly composed of our entrepreneurial team. All of them are college students with bachelor's degree and relevant professional knowledge, who will make feasible decisions and perform the most efficient tasks for the company. After we get venture capital, investors will naturally become members of the management of our company, and we will invite people with various professional skills and management experience to join us and hold important positions.
4. Team overview
Education background: College degree or above, with strong curiosity and enterprising spirit.
Interpersonal relationship: strong interpersonal affinity, enthusiasm and calmness.
Professional quality: keep promises; Pay attention to norms; Follow the company's purpose and philosophy.
Four. Market and competition analysis
1, market introduction
Nowadays, the development of e-commerce has become very popular in China, and online sales can be said to have a high reputation in large, medium and small cities. However, at present, most e-commerce websites are commodities provided by casual retail users, and there is no big breakthrough in the sales of shoes.
2. Market opportunities and environment
Shoes are necessary walking tools for people. For people with high work pressure and frequent social activities, they have no more time to spend shopping. If they can buy their own shoes online when they are resting at home, it is very comfortable.
Verb (abbreviation for verb) service rules
The service content is divided into four categories: basic services; Value added services; Quick support service; Concierge service.
Basic services: Free door-to-door delivery service is not provided.
1, providing free telephone technical support.
2. Provide free door-to-door delivery (within X kilometers of the city).
3. If the purchased product is a quality problem, it should be returned or replaced within half a month (15 days) after receiving the order.
Value-added service: free delivery within X kilometers; The transportation fee is charged according to the distance beyond X kilometers. Beyond the basic area, the service fee shall be charged as appropriate.
Service and support and charges: delivery service: one-way delivery in the basic area is equivalent to taxi fare, and transportation and service fees are charged if it exceeds the basic area.
Construction of Intransitive Verb Website
1, website design and planning:
① Website name: xx Shoe Online Business Network
2 theme positioning: mainly selling shoes; Online ordering, after-sales consultation, online negotiation, sample preview, customer special requirements and other online services.
③ Domain name selection: Chinese real name: xx shoes
④ Overall style and column planning: blue interface, reflecting the integrity style of the enterprise; The columns mainly include: company homepage, online ordering, after-sales consultation, online negotiation, sample preview, customer's special requirements, service details, scheme recommendation, online booking, contact information, etc.
⑤ Website layout:
VII. Marketing Plan
To carry out online sales, customers must fill in some necessary information (for future record), such as the consignee's name, address, zip code, contact information (telephone/mobile phone) and so on, after placing an order with the manufacturer after purchasing the goods. And choose the delivery method (mail, air, home delivery). Finally, let customers choose payment methods (cash on delivery, post office remittance, bank remittance, online payment, etc.). ). At the same time, it also provides membership points activities.
1, brand building
Establish the company's brand with the best service and the most favorable price.
2, the establishment of customer relationship
For customers who have used our leasing service, we will put them on record, improve our service according to their opinions and suggestions, implement our service concept in our work and service, and keep in constant contact with customers. Make my company's detailed contact information into business cards, distribute them to customers, and arrange customer service personnel to do customer maintenance.
Eight. Capital demand and financing mode
Xx Company is expected to need X million yuan to start its operation, which is mainly used for website preparation, equipment purchase, marketing and so on.
E-commerce marketing plan (III) Activity time: X month X day to X month X day.
Theme: This activity is in the form of full reduction, full delivery and full pumping, mainly focusing on the theme of Christmas activities.
Goal: x yuan, x single
I. Pre-sale preparation work
1, product selection: mobile products should choose products with advantages, such as price advantage, novel style and excellent quality. Of course, you should be confident in everything you sell, and you can't shoddy it. Good products will bring more repeat customers, more favorable comments, higher DSR score, lower return rate, reduce the workload of customer service and warehouse, and reduce freight costs. In a word, the product must be worth the money. Please refer to the selection document for details.
Gu Jia commodity X, original price X, gold panning price X, quantity X, discount X, bring some small gifts, such as gift cups, environmental protection bags and mouse pads.
2. Marketing: do a good job in the associated marketing of the goods in the store, and match the recommended package, such as coat+bottoming shirt+pants. The usual promotion methods can't stop, such as: polite collection, giving it when it is full, giving money with praise, paying attention to giving it and so on.
Activity rules:
(1) Coupons can only be used to purchase original price goods;
(2) Don't participate in Christmas activities when it is cost-effective.
3. Decoration: Before the event, we should do a good job in the decoration of the store, highlight the theme of the event and beautify the main products.
4. Promotion: After the renovation of the store, a pre-heating promotion will be carried out for Christmas, and a detailed Christmas promotion plan will be made.
5. Stocking: Goods and gifts with large sales volume in the event should be adequately stocked; Packaging consumables are fully prepared, such as cartons, plastic bags, express orders, adhesive tapes, stickers, art knives, printing consumables, etc.
6. Inventory: Before the activity begins, conduct a warehouse inventory to ensure that the accounts are consistent, that is, the system inventory is consistent with the actual inventory to avoid oversold and undersold. Note: the consequences of overselling are very serious, which will seriously affect customers' influence on our store, DSR score and dynamic score.
7. Finishing: The main thing here is to sort out the goods in the warehouse. The goods in the warehouse are neatly arranged and the storage location of the goods is clear, so that the efficiency and accuracy of shipment will be improved.
8. Venue: During the activity, there will be many times more packages than usual. Therefore, it is necessary to plan the venue in advance, so that the personnel position is reasonable and the packages are placed neatly, which is conducive to improving the overall work efficiency.
9. Personnel: the personnel of all departments are reasonably distributed and all departments cooperate with each other. Tell everyone: during the activity, everyone should mobilize their enthusiasm, cooperate with relevant departments to complete the work while completing their own work, and everyone should be twisted into a rope to complete the task efficiently. Managers should play a good coordinating role.
10, training: especially the training of customer service, which has a huge amount of activities, requires customer service to do a good job of FAQ (troubleshooting) with customers. During the activity, every customer service wants to face questions and answers from hundreds or even thousands of customers, do a good job of customer diversion, try to let old customer service share more customers and improve work efficiency, which requires technical support.
1 1. handover: handover between departments, handover within departments, and handover between warehouse and express delivery should be done well. In particular, the handover between the warehouse and the express delivery must be clear, and it is very important to avoid the phenomenon of losing orders.
12. Safety: Do a good job of safety inspection, and do not need to do a good job of inspection and maintenance of hardware facilities such as power failure and water cut-off, whether the fire extinguisher can be used normally, the network will be paralyzed, and the system will collapse at a critical moment.
13, Diet: Customize meals for everyone in advance, and the meals must be better than usual, so as to reward the hard-working brothers and sisters. So that everyone can work harder.
Second, the follow-up work in sales.
During the activity, the brothers and sisters of customer service and warehouse are the busiest and most bitter. At this time, the heads of various departments should cooperate with the coordination work, and the preliminary preparations have been done. In the sales process, it is most important to inspire everyone's morale. We are now equipped with attendants to serve customer service and warehouse staff, such as serving tea and water, distributing food and so on, so that they can concentrate on their work.
Third, after-sales service work
After the goods are delivered, customer feedback will follow up. At this point, the customer service staff should be psychologically prepared, patiently and meticulously answer any questions that customers encounter, and their nerves cannot be relaxed. Don't think that they will be fine if they take the bill. Dealing with customers' problems will reduce unnecessary returns. Clearly mark the problem of customer return and exchange, which is convenient for warehouse sorting.
The warehouse counts the returned goods and reports the defective products to the purchasing department for timely treatment.