Second, the project strategy of the company
1. Provide a unique corporate mission.
Effective and smooth sales channels and providing products and services will promote the great development of the flower market. Our bluebird will be a lovely messenger and send my best wishes.
Create the best living environment for mankind!
2. Company objectives
Based on the vast land, serving Wuhan and radiating Central China, we will build a first-class online flower shop company.
Our company will use one year to establish a certain popularity among consumers in Wuhan and strive to make ends meet. During the investment period, only the West Campus of Geological University, where the main website is located, is selected as the pilot market. The market capacity of this area is more than 3,000 people, which is representative, and the pilot time is one and a half months. When the model is successful,
Promote in substation in the form of asp. After 3 to 6 months of operation, it will expand to other markets.
Third, business environment and customer analysis.
1. Industry analysis
The website of' Jade Bird Flower Shop of Geological University' is a vertical website for 6.5 million college students launched by college students, so the target consumers are college students. In addition to the main station of Wuhan Geo University, the website has sub-stations in all universities in Hubei. Therefore, the tentative target consumers are mainly Hubei college students, and the market will gradually expand in the future. Taking China Geo University as an example, there are nearly 20,000 students of all kinds and nearly 200,000 target consumers in eight schools.
Statistics show that there are about 6.5 million college students in China, which is a huge market. Considering that students will remain loyal customers of the website after graduation in the future, the capacity of the target market will be considerable.
2. Analysis of survey results
Our company focuses on the analysis of Wuhan university students' customers, mainly by means of questionnaires (see Annex 1 for the questionnaire) and individual interviews. This time, we sent out 50 questionnaires and collected 37. Due to the limited time, the number of questionnaires is small, but it still reflects the consumer psychology and needs to some extent.
(1) Have obvious curiosity, innovative convergence, and listen to the introduction of classmates or friends to produce purchase behavior.
⑵ The purchase behavior is basically emotional, but it is rational due to the influence of one's own economic income, so one will generally choose a variety with lower price but stronger romantic color.
⑶ College students have no fixed purchase pattern, and their purchase behavior is often casual.
Strong ability to accept and absorb new things, pursuing fashion and advocating individuality.
5. The factors influencing product purchase are: price, variety, packaging, service, etc.
[6] The purchase behavior is very festive, generally focusing on Teacher's Day, Valentine's Day and Saint's Day.
Around Christmas and friends' birthdays.
3. Target customer analysis
College students generally don't ask about the price, but from the perspective of online orders, they focus on the mid-range price. Judging from the number of orders, they are more inclined to express their feelings, such as most orders 1 (you are the only one for me), 3 (I love you), 19 (love for a long time), 2 1 (like) and so on. On Teacher's Day.
Fourth, business strategy.
1. Team members:
Jin (group leader) is mainly responsible for the production and maintenance of the website.
Jiang Wen is mainly responsible for the development plan.
Xin Li is mainly responsible for business strategy and project planning.
Wang Peng is mainly responsible for market research and result analysis.
2. Marketing strategy analysis
2. 1 brand strategy
At the beginning of website construction, we attached great importance to brand. In brand packaging, artists adopted a design scheme combining dynamic and static pages according to detailed market research and bold prediction, carefully planned visual images and text fonts, and strived for unique innovation.
2.2 Price Strategy Jade Bird Online Flower Shop strives for perfection in raw materials, packaging and service. , and strive to give customers maximum enjoyment and psychological satisfaction. Take both the price route and the quality route to meet the needs of consumers at different levels.
2.3 Promotion strategy
(1) publicity strategy
Make use of school radio stations, newspaper columns and publicity columns for free publicity, make use of the information flow advantages of the website itself for publicity, highlight the image, establish good relations with major newspapers, local radio stations and TV stations, and adopt a strategic model of mutual benefit and win-win.
(2) service.
The service of the online flower shop must be first-class. For the distribution team, as long as there is an order, it must be delivered on time according to the order requirements, and it is a smiling service. In terms of after-sales service, the customer service department is responsible for the following ways:
Call to thank you or send an email to remind you of friendship, and send e-cards to customers on major festivals.
Accept customers' returns unconditionally and accept customers' complaints centrally.
Establish a consumer questionnaire, attach gifts, and master the first-hand information of consumer demand.
Customers who order for the first time will be given vases with flowers and enjoy preferential prices, and they will enjoy membership prices after becoming members.
⑤ Hold member salons online or offline from time to time to exchange information, communicate feelings and answer questions that customers are most interested in.
⑥ Establish customer database files. When customers place orders repeatedly, they only need to enter their names, and other customer information will be automatically transferred to the system.