Taobao Planning Article 1 I. Preface

Now more and more people like pets, so pets are becoming more and more popular. Not only should we go out beautifully, but our pets should also go out. As the saying goes, clothes make the man, but gold doesn't change Buddha's clothes. So is our little cutie, so what are we hesitating about? Come in and have a look! Make your pet as beautiful and lovely as you!

Second, the directory

1, the purpose of this plan.

2. Current marketing situation

1. Introduce the characteristics of dogs.

2. Clothing collocation

3. Show some dog costumes.

4. Appendix

Third, the text.

1, the purpose of this plan.

With the development of Internet, the proportion of online market is increasing. In order to suit more people to pay attention to their pets and give them a trendy world, our company decided to promote it.

2. Current marketing situation:

① Market analysis:

In this era of information explosion. Electronic products have become an indispensable tool in people's lives. It is the hope of consumers to buy cheap and quality-guaranteed products.

② Product analysis:

I have discussed with many consumers, and there are many designers. Of course, I have also contacted pets and participated in some training on this kind.

③ Competition analysis:

Generally speaking, all pet clothing websites are potential competitors, but each pet net has its own characteristics due to its different main projects. At present, the famous pet net are: Qi Bo. Frye, Bonnie and the unique. JOY Pet Clothing Network will be designed for public pets. We believe that opportunities and challenges coexist. As long as we seize the opportunity, we will surely occupy a place in the industry.

④ Consumer status:

The main customers of the products are some people who love pets.

3. Opportunity (threat) analysis:

Main opportunities: At present, there are few major pet design websites on the Internet.

Main threat: At present, few people pay attention to the Internet. If you want to open the market, you must start from the perspective of people. Because we serve the public.

4. Determine the specific marketing plan.

① Market positioning: people who love pets.

(2) Product plan: If it is displayed online, it needs to be displayed to the public in combination with some activities. Let pets have better contact.

Price scheme: the price conforms to the public's consumption view.

Distribution plan: looking for an agent.

Promotion plan: irregular promotion activities.

Four. Budget (tentative)

Initial budget for website construction: 10000 yuan.

Publicity expenses: 4,000 yuan

Other expenses: 8,000 yuan

* * * Count: 22,000 yuan

Schedule, staffing, conclusion and appendix belong to the post-production of the planning book.

Verb (abbreviation for verb) staffing and venue

Ending of intransitive verbs

Seven. appendix

Introduce the characteristics of dogs.

Pets have many colors of China, and their fur is just like our skin color. Black pets should not wear bright clothes, which will only make them look uglier than nothing. White pets, of course. Besides matching clothes, they can also change their hair styles. It's even more different to change your hairstyle once in a while. In fact, just think of them as one person! Think of yourself as a designer, and your pet is different.

Taobao Planning 2 I. Preface to the event

In this beautiful season of spring blooming and everything recovering, with the strong support of the leaders of the Youth League Committee and the strong cooperation of other brother departments, the third Taobao Fair of Pingdingshan University Student Union was officially launched today. Through the exploration and successful holding of previous Taobao fairs, this event will be more novel and interesting, and the displayed goods will be more abundant. I hope students can actively participate in this activity and find their favorite products.

Second, introduce activities

Activity Name: Taobao Market

Target audience: all students of Pingdingshan University (mainly graduates)

Activity time: May 20th.

Venue: Fan Square, College

Activity unit: Pingdingshan University Student Union

Three. work assignment

1, pre-publicity

Distribute the specific plan to the external liaison department of each department, and do a good job of publicity in advance. The propaganda work is undertaken by the school propaganda department, the network department, the propaganda department and the network department of each department. Posters will be displayed and pasted on the main teaching building and the main campus road, and banners will be hung on the main campus road. The activity webpage will be uploaded to the Student Union website by the Network Department before the activity, and put on the top to expand the publicity scope.

2. External Relations Department of each department

After receiving the plan, the external liaison department of each department will act immediately, notify the network department of the propaganda department of each department, and arrange publicity work. In addition, the external liaison departments of various departments counted the units and individuals who will participate in Taobao Fair, and summarized them to the external liaison department of the school three days before the event. On the day of the event, be responsible for the on-site coordination and arrangement of the departmental exhibition.

3. Work of the Outreach Department

After receiving the specific information summarized by the external liaison department of each department, delimit the exhibition position of each department in the fan-shaped square and notify each department in time to ensure the orderly and normal activities of the day.

Fourth, the activities of the day.

1. At 7: 00 a.m. on the day of the activity, the staff of the student union office of our school arrived at the scene and signed in by name to ensure the personnel arrangement and smooth progress of the activity.

2. Arrange personnel to prepare the booth and audio equipment in advance, debug the audio microphone in advance and check the audio equipment.

3. The host took the stage to announce the official start of the third Taobao Fair and introduced the details of this Taobao Fair.

4. Arrange leaders and graduates' representatives to speak on the stage.

5. The host of the event will introduce the specific situation of Taobao market in turn through the broadcast equipment, introduce the information of the products on display, and expand the publicity scope and effect of the event.

6. Divide the exhibition scope of each department according to the statistical information in advance, and arrange the goods in place in time.

7. When placing products in different areas, similar products should be classified and sold, and the product type should be marked for the convenience of buyers (students at school).

8. After the activity, the student union staff will be responsible for cleaning the site, putting the equipment back in place and cleaning the site.

Verb (abbreviation of verb) matters needing attention

1. After the plan is issued, all departments and their external relations departments must conscientiously implement it and be responsible for their own publicity and reporting work. If you have any questions, you can report them to the staff of the International Liaison Department of the Student Union in time, so as not to affect the smooth holding of the day's activities.

2. The exhibition information of colleges and departments to be counted by the Department of External Relations must be reported to the Department of External Relations of the school three days before the activity, so as to avoid affecting the overall arrangement of the activity due to the delay in reporting.

3. Before the activity starts, all departments should organize exhibitors to arrive in time and put the goods in place to facilitate the orderly activity.

4. Pay attention to the storage of the goods when handling the exhibition to avoid loss, omission and damage.

5. At 7: 00 a.m. on the day of the activity, the staff of the school student union office should sign in on time.

In order to arrange the personnel on the day of the event.

6. Before the activity, the personnel of the Art Department are responsible for checking the normal use of audio microphone equipment.

7. After the activity, the external relations department of the school department completes the activity summary in time, summarizes the experience and lessons of the activity and submits them.

Summary of intransitive verb activities

After the activity, please ask the leaders and guests to leave, and then organize the students to leave in an orderly manner and return the borrowed equipment.

Summarize the activities and hand in the activity summary book to the student union office.

Taobao Planning Part III: Product Positioning

Find the core competitiveness, highlights and selling points of the products, and enhance the store image.

Second, the decoration strategy

Highlight the promotion theme of each issue with concise and clear pages; Adopt standard decorative modules to better display products, more product booths and editable modules. Postage, delivery, product statement, after-sales service description, etc. They are all set in the store.

Third, competitive strategy.

1. At first, internal group purchase sales activities were the main activities, and the group purchase did not include postage, and the postage was calculated according to the location and the actual item size. See the attached table for details.

2. Post-development: It is planned that after the store level rises to 1 brick within one month, it will continue to stimulate the purchasing potential of demanding customers by participating in group buying outside the store, other gang activities, spike, full delivery, membership points, giving away red envelopes, one-yuan auction, signature maps and signature files.

3. With the help of the meager profit of auxiliary products, we will constantly attract attention, increase the traffic of online stores, and continuously improve the traffic conversion rate of online stores through various promotional means. 4. Online lottery activities

5. Improve the level of logistics, after-sales service and customer service. Fourth, the late promotion strategy: 1, sales promotion; (brush reputation) 2, praise and promotion; 3. Advertising promotion; 4. promotion;

5, keyword promotion; 6. Promotion in taobao guest; 7. Add friendship links and Want Want Group 8. Promote picture books, give them away when they are full, with a limited discount of 9, store coupon 10, membership relationship management 1 1, Taobao Training 12, diamond booth 14, super seller 13, taobao guest/kloc-.

Taobao Planning Chapter IV, Brand Positioning

As Mammoth Jewelry Company registered Taobao platform, it focused on high-end and low-end products as a whole, and did some publicity and promotion through low-end products in the early stage to improve the click-through rate of online stores, thus promoting the transaction rate.

Second, the operation process

Submit operation plan, models and photographic products, upload customer service and logistics.

Third, the division of labor table

Fourth, the early operation planning

1, store decoration

1) to determine the overall style of the store and the design work of each functional module.

The overall requirements of store decoration are classical and elegant style, concise pages, harmonious colors and complete functions! Others can be ignored, the overall function is greater than the local, and the messy page layout will reduce the grade of shops and goods.

2) Refine the contents of the buyer's instructions and try to ensure that customers can shop independently.

For an online shop, a professional product description is extremely necessary. Baby description is an important reference for buyers to compare products. If the product description is not specific enough, the buyer is likely to lose interest in your product at the first time. It can be said that strictly speaking, the introduction and description of the baby is as important as the communication in Want Want. A good baby description can save you a lot of time and energy. When you meet a happy buyer, you can usually take photos directly without asking, because the description of the baby is very clear and comprehensive, and they don't necessarily need to ask!

Baby description generally includes: product name, brand information, functions, specifications and parameters, use effect, etc.

3), do business promotion planning.

Everything is ready, and we are ready to open. Recently, opening a store has brought more discounts to customers. In the bulletin board of the store, you can write down "how much discount is given to the whole store when it opens", "Buy any gift" and "Buy a specified style in cash". Promotional activities are nothing more than discounts, gifts and cash back.

4) Optimize the product title and description experience.

The product description must reflect the following points:

Product name and various parameters: such as material, size, style, method, etc.

Product features and selling points: The selling points are reflected in the baby description, so we should ensure that the selling points can be displayed, stimulate the buyers' desire to buy to the maximum extent, and make them believe that our products are worth more than the value, even more than the value.

Product picture display: the picture must be clear. Take jewelry as an example. Generally, there should be at least 5- 10 pictures such as front, side, model display, detail shooting and overall effect, and some details should be displayed, such as close-up of jewelry material, sculpture, logo, physical wearing effect and certificate. Baby details page related marketing: In the baby description page of the product, you can put 8- 12 picture links at the same time to attract buyers to click, which belongs to baby description related marketing.

2. Marketing activities

1), first determine 3-5 main products, and give priority to the registration of these products in future activities, so as to attract customers and do related sales well.

Before each product is put on the shelves, it is required to discuss its pricing and positioning, so that there is room for discount in future activities. The main products must be hot-selling in the current season, and the price is the best, because buyers pay attention to the benefits first when buying products on Taobao, and the explosion price is too high. Because only pictures are described, buyers will be suspicious and lose the idea of buying. In addition to optimizing the product, the previous explosions can be brushed appropriately to increase popularity, and the praise will be used as a reference for the buyers behind.

2) Cooperate with Taobao's store promotion activities, do a good job in store celebration marketing, offer discounts to the whole audience, and set VIP preferential prices to increase the possibility of its coming to the store next time.

Communicate the information of new goods on the shelves, our discounts, discount activities and daily specials.

Use the customer database to do a little favor under some excuse, let them come to the store to collect discount coupons and inform them of the discount news, or promote the sale with the reserve price package (quantitative) or buy it at the reserve price.

Inform customers that there are discounts when buying or spending a certain amount, such as 7.9% discount when buying more than one yuan. , or a 30% discount for a store with accumulated personal consumption.

3) Set up taobao guest, plan activities such as gathering cost-effectiveness, so as to introduce traffic.

Search natural ranking

After deeply understanding and mastering the natural ranking mechanism of Taobao, we can optimize the products, shelf time, window recommendation, title keywords, collection, store reputation, store rating and service quality. In order to get a good search ranking, every product has been carefully optimized to ensure that the store gets continuous traffic. The ranking of through train bidding is similar to Baidu bidding. You can get the advertisement display on the lower right of the search page and classification page by paying Taobao official, and then click Pay. After each product is optimized, we will explore and test the effect of the through train in January and provide guidance for the future. data analysis

Monitor the changes of store passenger flow and customers every day and put forward suggestions for changes; Analyze the jewelry market every week, understand the market trend, and provide suggestions for store product update and promotion.

Verb (abbreviation of verb) Taobao Mall's regular operation list

With the coming of May Day, many people can relax and no longer have the pressure of work. It is not only a major festival for sellers, but also an opportunity for online stores to accumulate popularity; With the arrival of May Day, online stores have entered the peak season. Whether you can get good grades this season depends on how popular this festival can bring you and lay a foundation for this season.

I. Purpose of the event

The most important thing is to attract more traffic, let more buyers know about your online shop promotion activities, let buyers get recognition for your promotion activities, generate purchases, and thus achieve the expected sales. Only a clear purpose can complete the activity.

Second, introduce activities

Commonly used activities include: price reduction, discount, purchase restriction, spike lottery, giving gifts when full, and buying coupons in limited quantities. No matter what kind of activities are carried out well, they will play a role; For example, price reduction: at this time, it is necessary to come up with a unprofitable baby to rush sales and popularity, and use this baby as a foreshadowing to stimulate buyers and make them want it.

Third, the theme of the event

Theme is the key to attract buyers' attention. Give your theme a name that you want to match with this activity. It should be concise, lively and concise, which can guide buyers and make them want to see what kind of activity this is. For example: the theme of price reduction: May Day, which makes you feel excited.

Four. moving target

Whatever you do, you must have a goal. Without a goal, everything is empty talk. The goal is not just talk. You must really do it, practice it and realize it. The objectives of this activity are roughly as follows: substantially increase sales volume, and substantially increase sales volume; Let the store have a place in the online store; Let buyers have a good impression on the store; Effectively improve the baby's weight; After the repurchase rate rose sharply.

Verb (abbreviation of verb) propaganda and popularization

Posters are used the most, and everything we pay for them can be reflected in the posters. Posters are carefully made and constantly revised by us, but we should highlight the main points of activities and don't waste our efforts; If the budget is relatively high, website promotion is no longer appropriate, and the website conversion rate is relatively high, because when a person goes in to see the promotion, there are many products that will not be clicked, or the promotion has a greater impact, so it is not a taste to watch; If the budget is relatively low, you can choose to promote it on the platform, but you need to promote it in advance and take a shot with users in advance.

Action plan of intransitive verbs

1. Activity time: 20xx May 1 -20xx May 10 (it can be adjusted according to your actual situation).

2. Activity principle: When unexpected things happen, we should use promotions and activities flexibly; Choose a baby with high cost performance, so that you have an advantage; Planning with strong operability and poor operability is greatly reduced even if it is better; Have good ideas and not be homogenized by competitors; Planning and operation should have good benefits, and no benefits are empty.

3. Activity details: Anyone who buys this product will enjoy the lowest price. If you buy satisfactory products, you can reduce the amount you buy.

Seven. Summary of planning and operation

After the activity, we should sum up the gains and losses, make a detailed report to facilitate research, and what we actually produce is the most precious wealth; Whether the result is success or failure, look at where the success is, where the failure is, find out where your strengths and weaknesses are, and then make up for the shortcomings and slowly embark on the road to success.