Taobao Planning 1 Activity Purpose

Explore potential customers, try our best to keep customers who have visited Taobao store and improve the visibility of the new store. Activities to be prepared

1. Add the message board to the navigation of the store homepage and change its color to make it stand out.

2. Prepare a certain number of small gifts, such as couples' key chains, key chains and plush ornaments, which can be purchased according to the owner's actual situation.

3. Special promotion will be implemented for individual products to improve the browsing rate of the store homepage.

I-word duration

9.20- 10.8

Warm-up period of activities (creating suspense and guiding continuous attention)

Time: 9.20-9.30

Content:

Insert a preview of National Day activities at the location of the store.

The picture is divided into a general title and three sub-titles to introduce three different activities.

The general title is "The Last National Day 20xx Years ago"

The first column is attached with the title "activity 1: enough benefits", and the content is activity 1 (as follows).

The second column is titled "Activity 2: Enough Strength" and the content is "A Stronger National Day, announced on September 25th". The third column is titled "Activity 3: Creative enough" and the content is "The most creative National Day, announced on September 30th".

When the activity is in progress

Activity 1:

During 9.20- 10.7, you can get a VIP membership card by contacting Want Want Customer Service. View details (hyperlink)

Hyperlink content: simply say hello. VIP membership card, all products (including special price) can enjoy a 15% discount.

Note: 1. Customer service should answer customers in time. If it is too busy, you can tell him that he is busy now and get the understanding of the customer. Consumers buy not only the goods themselves, but also the services.

Activity advantages: There are not many discounts on VIP cards, but consumers will pay attention to our store because of the VIP cards they hold, and they can directly enter our home page through the VIP card link to avoid forgetting our address because there is no collection.

Activity 2:

10. 1- 10.7, and 150, plus postage. View details (hyperlink)

Hyperlink content: Buy goods at will. Anyone who leaves a message on the message board on the homepage of the store during the activity 10 1 year old will enjoy the package immediately and get * * * for free.

Note: 1. Give the customer a reminder and leave a message about the store's suggestions. You can participate in the lucky draw. See the store homepage for details.

2, more than X yuan, can be determined according to the specific situation of the store size and profit rate.

Activity advantage: promotion is the last word. It is difficult for consumers to buy without feeling the discount. Attractive promotional activities and high-quality customer service can make consumers subconsciously remember our store.

Activity 3:

10.7- 10.8 best suggestion message award. View details (hyperlink)

Hyperlink content: Who will win the grand prize? During the activity, any customer can write shop suggestions on the message board on the shop homepage. By June 7th 10: 00, 3 best suggestions were selected. The bonuses are 500, 300 and 200 respectively. Awards and 10.8 are announced on the home page.

Note: 1. The reward can also be set as a special cash boycott coupon for the store. The specific amount is determined according to the number of participants, the promotion effect during the activity and the actual situation of the owner.

2. Activities are just a form. If the participation is too low, the prize is decided internally.

Advantages of activities: Creative activities can make the store leave a special impression on consumers, and at the same time, it can constantly improve itself according to the suggestions put forward by consumers.

Taobao Planning Part II: 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.

The third chapter of Taobao Planning I. Theme of the event

Self-employed, resource-intensive, vibrant campus, create brilliant.

Second, the background of the incident

In order to cater to the national policy, encourage college students to start businesses and find jobs; At the same time, in order to promote the construction of an environment-friendly and resource-saving society, build a harmonious socialist campus, strengthen unity and cooperation between colleges, minimize the waste of study and life in student groups, and further cultivate students' frugal lifestyle and positive entrepreneurial spirit, the University Student Service Center hereby holds the * th campus Taobao activity.

This activity is a large-scale economic and cultural exchange activity, which will become one of the outstanding activities of the University Student Service Center and even the Student Union.

This activity was jointly organized by * * College, which provided a formal large-scale platform for students to start a simple business.

Everyone can experience the feeling of a businessman personally, and at the same time, they can accumulate experience and lay a solid foundation for future entrepreneurship and employment.

The student consumption market is huge, and there are a lot of secondhand goods, but there is no centralized exhibition place, so that most of the secondhand goods are not handled well at present. At the same time, a large number of demanders buy new products at high prices because they have not found suitable second-hand goods.

We provide a rich platform for those students who want to buy good quality and cheap goods, meet the needs of students and supply demand, and also let students avoid the risk of online "Taobao".

Taobao Planning Part IV: Market Analysis

1, online clothing industry analysis

With the improvement of people's living standards in China, people's aesthetic level and consumption level have increased year by year. In recent years, China's clothing industry has made great progress, which has greatly promoted the development of China's national economy. Among them, women's clothing is the main sales force, and more and more women's clothing Taobao stores are emerging. Therefore, if you want to stand out among many excellent shops, you must rely on the quality of goods, excellent service and good publicity.

2. Online store service object analysis

It is found that the main target of online clothing sales is 18-35 years old young people, who are more interested in clothing styles, so only by grasping this majority of consumer groups can we seize the market of online stores.

Second, the positioning of online stores

1, mainly engaged in women's wear and trinkets.

2. The target audience is1young women aged 8 to 35.

Third, customer relationship.

If you want to have good performance, you must have good marketing methods. The key is to establish a good customer relationship, strive to retain old customers and seize new customers.

1. For people who open Taobao stores, the source of tourists is of course important, but what is more important is the quality of goods, which is one of the important conditions for repeat customers. At present, 18 to 38 years old is the main customer of online shopping, and sellers should determine the goods to be sold according to the eyes of people of this age group. Secondly, fashionable clothes and exquisite and beautiful packaging will also bring customers a bright feeling.

2. Deal with pre-sale, mid-sale and after-sale.

Answer customers' questions before sale, with good service attitude and quick response, and answer customers' questions patiently. According to the attitude reflected in the customer's speech, you can choose whether to send a small gift. Intermediate selling is to deal with logistics problems, and the delivery speed should be fast. Once the customer reflects the logistics problem, it should be inquired in time and fed back to the customer in time.

After-sales means answering some customers' products and returning them within seven days. If you don't return it, try not to return it. You can return some money to the buyer and accept the return from the customer if necessary.

Requirements, the implementation speed should be fast, and the attitude must be good.

3. Give special treatment to old customers

One of the ways to retain old customers is to ensure the quality of products, and the other is to let customers feel the preferential treatment of old customers. First, price concessions, and then service priority, that is, after-sales problems can be given priority and corresponding compensation can be obtained, such as sending some small gifts.

4. Shop activities should be done well.

Before the store has an activity, you can inform old customers through the contact information left by the buyer, such as Want Want, mobile phone, WeChat, etc. You can also give small gifts to old customers when shopping, and send small gifts to new customers when shopping exceeds RMB.

The second piece can be held at half price, or the price of small commodities can be reduced.

Activities such as 200 minus 50,300 minus 100 can be held.

Praise returns, buyers show more.

Pay attention to the store to receive vouchers or sweepstakes.

Add seconds to kill goods, and if you shop in our store for more than RMB, you will get another second chance to kill.

Fourth, the way of network marketing.

Taobao stores should first improve the quality of products and stores before promoting them to the outside world.

1, with outstanding advantages

With the development of the Internet, the e-commerce industry is becoming more and more prosperous. One of the manifestations is that more and more Taobao stores must have their own characteristics and advantages if they want to do better than others. For example, quality, price, style, service and technology must have one or two bright spots.

2. Store promotion

No matter how good your store is, no matter how cheap things are, you can't achieve good sales results without others knowing. So we must do a good job in the following aspects.

(1) Online promotion: It is to add some activities for them to display on Taobao's homepage. For example, Taobao's homepage has a special section every day, so that netizens can come here to see if there is anything they need. We can have a special price on the products here, so that users can get more deals through the goods entering the store.

(2) Forum: The publicity effect of the forum is relatively strong, and some attractive pictures and signs can be made.

Language and so on to some forums, such as post bar.

(3) Business card: Give some small gifts to the buyer when delivering the goods, and attach several business cards. If the product satisfies him, you can introduce it to your friends, which can achieve the effect of indirect publicity.

(4) Want Want: Want Want is used to communicate with buyers. On the surface, it is useless, but it can change the impression of buyers, such as a personalized name of Want Want or a good service attitude.

(5) You can ask friends to help promote it, and do some promotion on qq, WeChat, Weibo, etc. , and attach a link. But be careful not to be too frequent.

3. Shop decoration

The decoration of Taobao shop is no better than that of the usual physical store. The decoration of Taobao shop can be arbitrary, and the first impression can determine the buyer's shopping mood. Have characteristics, highlight the theme, not too rigid and not too fancy.

4. Product management

(1) Don't have too many products on the same page, and the classification should be detailed.

(2) The product description must be detailed to avoid buyers having too many questions. Also, Want Want must be online at any time and reply in time.

(3) It is recommended to take pictures in kind. If the buyer is not satisfied with the goods received, it will have a certain impact on the sales of the goods. Of course, the quality of products must also be guaranteed.

Step 5 communicate

Answer the buyer's questions frankly, tell the advantages and disadvantages in detail, and avoid unpleasant things after the buyer receives the goods. After-sales service should also be done well, even if customers are not satisfied with the products, they should leave a good impression on customers.

6. Promotion methods

(1) discount promotion

This is a common way to promote sales, and it is also a way that the public is willing to accept. However, the discount should not be too low. Nowadays, consumers have a view that "cheap goods are not good", so the moderate price is the best.

(2) disguised discount promotion

For example, the second item is half price, and when it is over 200, it will be reduced by 50 to stimulate consumption.

(3) Gift promotion

Some new products can be given to consumers as gifts first to achieve the publicity effect. Gifts can be few, but the quality must be guaranteed, otherwise it may be counterproductive.

(4) Lottery promotion

You can send the lottery link to personal platforms such as qq and WeChat, and the prize content can be vouchers to promote consumption.

(5) promoting overall activities

According to the cumulative consumption or check-in in the store, increase the points and expand the use rights of the points.

Taobao planning the fifth exam topic: the case of event shop promotion planning

Examination requirements: In two months, there will be two grand festivals in China: National Day and Mid-Autumn Festival. According to the consumption habits of China people, reciprocity is an important activity during the Mid-Autumn Festival. During the seven-day National Day holiday, many people's habit is shopping. There is no doubt that these two festivals are important opportunities for stores to increase sales. As a Taobao shop, we should also consider seizing this golden sales period to promote the sales of goods in the store.

Please plan a promotion plan with the theme of Double Festival and own Taobao shop.

The planning case highlights the characteristics and style of your store. (+10 point)

Planning a case highlights the theme of "Double Festival". (-10)

The planning case is not less than 20xx words. (-10)

By Monday 19, submit the planning case and the store renderings. (no grades)

Format of submission of planning case: (10, 10 points will be deducted for failure to follow the format, and XX will be replaced by the name of the festival and the name of its own store)

Mid-Autumn Festival, October 1st (1) Li Q Store Promotion Scheme.

Class: E-commerce 1 Student ID: 17 (report card serial number) Name: Chen Xueli Store Address: xxx.

(planning the content of the case. Please attach the shop effect map to the last part of the floor plan)

1. Promotion method:

1. Use discounts to promote sales. 2. Give free gifts when you are full. 3. Redeem points or cash points.

4, increase the price to buy 5, subtract 6 when it is full, and send it when you buy it. These promotional activities have their own advantages and disadvantages.

Second, the purpose of promotion:

Shuang Jie used the large passenger flow during Mid-Autumn Festival and National Day to promote sales. The purpose is to retain big customers. So as to earn more credits and money.

3. Work before promotion:

1. Supply problem: determine the products to be promoted and prepare enough goods. Different products adopt different promotion methods. In addition, for discounted goods, we should choose, for example, large products as promotional items. During the promotion period, the goods will sell faster than usual. Therefore, adequate stocking is a guarantee. If it is often out of stock, it will not only affect sales, but also affect buyers' praise for us. If you meet an awkward buyer, it will be really difficult to give you a bad review. Even if it can be cancelled, it will cost a lot of time and energy in vain. That's not worth it.

2. Determination of customer groups: In order to promote sales, of course, it is necessary to clarify the target of promotion. The target of promotion is your target consumer group. These talents are your source of wealth, not yourself. Therefore, the promotion must spread the promotion information to your target group, and your target consumer group will know it before the promotion will be effective. If you sell yourself, it's just casting pearls before swine.

Determine the target audience, and then choose the appropriate means of communication, such as online Wangwang news, signature documents, baby topics, announcements, QQ, blogs, Weibo, post bars, gangs, forums, etc. Can make a pass.

The function of broadcasting information.

Only when customers are sure can they choose the appropriate promotion method.

Four. Introduction of activity promotion plan

1, free when it is full.

When the purchase order reaches a certain amount (10), a free gift (one national emblem) will be given.

2. Redeem points or pay points in cash

Exchange points for goods. Ten yuan is one cent. This is a very good return for old loyal users. This will also allow buyers with few points to shop more. If your points are enough to attract people to buy goods, maybe some buyers will go on a shopping spree to get enough points. This kind of promotion can attract customers to shop again and introduce new customers to shop, which can not only make customers get more benefits, but also consolidate old customers, expand new customers and enhance customers' loyalty to online stores!

3. Big discounts

Anyone who buys things in our store on the Mid-Autumn Festival and October 1st can "buy goods with the value of 5 yuan from 2 yuan" or "buy goods with any original price from our store for 1 yuan". Only in this way can buyers be more attractive to our baby.

It is always generally believed that the quality of discounted goods will always be worse. This is a psychological suggestion. To dispel this psychological hint, the buyer should think that the product I bought is actually the original price, but I spent less money and made a profit.

This is actually similar to a discount. But the feeling for the buyer is completely different. If you give a 7.7% discount to a $5 baby, and the buyer thinks this baby is worth $3, then his.

The quality estimate is the quality of 3. However, if you change the discount to "you can take away the goods worth 5 yuan if you spend 2 yuan", the buyer will think that the value of this goods is still 5 yuan, but I only need to spend it.

I bought it for 2 yuan, but his quality is still 5 Qian Qi.

Step 4 increase the purchase price

On the basis of purchasing specific goods, consumers can get goods with active content at low prices by increasing the amount of activities; For example, if you buy a coat and add some money, you can buy headgear and other equipment at a low price.

5. when it is full, it will be reduced.

We will give you 10 yuan everything you bought in our shop during the Mid-Autumn Festival and October 1st. 30 yuan, minus 5 yuan.

6. Buy and give.

On the Mid-Autumn Festival and October 1st, whoever buys the specified goods in our store will be presented with over-value items; Cases, such as buying clothes and equipment and sending beautiful headdresses.

7. lucky draw

Lottery is a very attractive promotion scheme. 10/day During the Mid-Autumn Festival, all buyers who buy things in our store can participate in the lucky draw once. Opportunity is not to be missed. A hundred dollars prize is waiting for you! ! ! In addition, as soon as the essence post is released, soft text can also be used, as long as it contains promotional information or product information; The second is to establish more friendship links, especially those shops with large page views. Many people come across your shop while browsing; The third is to use search skillfully. It is suggested that the names of stores and treasures should be added with search keywords commonly used by buyers, which can increase the exposure of online stores, such as national day promotions and national day specials.

Taobao planning article 6 1. Promotion methods of kitchen and bathroom products:

1, using discounts to promote sales

2. Give a free gift when it is full.

3. Redeem points or pay points in cash

Step 4 increase the purchase price

5. when it is full, it will be reduced.

6. Buy and give.

Second, the purpose of promotion:

Take advantage of the large customer flow during Mid-Autumn Festival and National Day to sell kitchen and bathroom products. The purpose is to retain big customers. So as to earn more credits and money.

3. Work before promotion:

1, supply of kitchen and bathroom products: determine the kitchen and bathroom products for promotion and prepare enough goods. Different products adopt different promotion methods. In addition, for discounted goods, we should choose, for example, large products as promotional items. During the promotion period, the sales of goods will be faster than usual, so adequate stocking is the guarantee. If it is often out of stock, it will not only affect sales, but also affect buyers' praise for us. If you meet an awkward buyer, it will be really difficult to give you a bad review. Even if it can be cancelled, it will waste a lot of time and energy. That's not worth it.

2, the determination of customer groups: promotion of kitchen and bathroom products, of course, must be clear about the promotion target, the promotion target is your target consumer groups, these talents are your source of wealth, not yourself, so the promotion must be aimed at your target population to spread the promotion information, your target consumer groups know, the promotion will be effective, if you promote yourself, the promotion method is just casting pearls before swine. Determine the target audience, and then choose the appropriate means of communication, such as online Wangwang news, signature documents, baby topics, announcements, QQ, blogs, Weibo, post bars, gangs, forums, etc. It can play the role of transmitting and broadcasting information. Only when customers are sure can they choose the appropriate promotion method.

Four. Introduction of activity promotion plan

1, when the free gift is full, send the shopping list of kitchen and bathroom products to a certain amount (10), that is, send the free gift (a national emblem).

2. Redeem points or redeem points for cash points. Ten yuan is one cent. This is a very good return for old loyal users. This will also allow buyers with few points to shop more. If your points are enough to attract people to buy goods, maybe some buyers will go on a shopping spree to get enough points. This kind of promotion can attract customers to shop again and introduce new customers to shop, which can not only make customers get more benefits, but also consolidate old customers, expand new customers and enhance customers' loyalty to online stores!

3. Big discount. Anyone who buys things in our store on the Mid-Autumn Festival and October 1st can "buy goods worth * * yuan in our store for only * yuan" or "choose any original price goods in our store for only * yuan". Only in this way can buyers be more attractive to our baby. It is always generally believed that the quality of discounted goods will always be worse. This is a psychological suggestion. To dispel this psychological hint, the buyer should think that the product I bought is actually the original price, but I spent less money and made a profit. This is actually similar to a discount. But the buyer's feeling is completely different. If you give a 7.7% discount to the baby of * * yuan, the buyer thinks that this baby is worth * *, and his quality is estimated to be * *. However, if you change the discount to "you can take away the goods worth * * yuan with * * yuan", the buyer will think that the value of the goods is still * * yuan, and I only need to spend * * yuan to get it, and the quality is still * * yuan.

4. Price-increasing purchases Consumers can obtain products with active content at low prices by increasing the amount of activities on the basis of purchasing specific kitchen and bathroom products; For example, if you buy a coat and add some money, you can buy headgear and other equipment at a low price.

If you buy anything in our store during Mid-Autumn Festival and October 1st, we will give you a reduction of * * yuan. When it is full, it will be reduced by * * yuan.

6. Buy designated kitchen and bathroom products in our store and give them to Mid-Autumn Festival and October 1st.