Model essay on network marketing plan 1. Sales targets (such as monthly, quarterly and annual sales targets)
The number of online sales reaches X million units per week and xx million units per quarter. (Choose to refer to the sales volume of millet with the same market position: the sales volume in two weeks in xx is almost 900,000 units); With the sales of xx, we also hope to improve the brand image of xx, enhance the user experience, win the good reputation of users, and trust and loyalty to our brand.
Second, the marketing strategy
1, marketing ideas:
1, 1, take advantage of our price/performance ratio, bring users a higher user experience, and make users not far from the high-equipped three-proof mobile phone. Look forward to it.
1, 2. Use xx's three defenses to give users a different sense of security, and eliminate the worry that the staff's mobile phones will be scrapped when they are dust. Let users feel practical from the heart; You can even let friends who love wild travel shoot underwater and have fun.
1 3, using xx infrared rays, it brings customers extraordinary convenience. At home, you don't need to find remote control boards of various electrical appliances, and you can easily solve all your troubles with one machine.
2, concept promotion strategy (around why to buy the product to state)
Weak water 3 thousand, why only take xx?
The reason is simple-we can give users a sense of security and convenience in advance!
Concept explanation: Safety and convenience are the eternal themes of scientific and technological progress, which makes it an eternal hope in people's hearts. Everyone has a land that longs for safety and convenience.
What is safety? It is one of dustproof, waterproof or anti-falling. No, safety is all three. So what is convenience? Convenience is to get rid of all kinds of remote controls, and it is a relief from not worrying about the scrapping of mobile phones when traveling.
Advertising interpretation: high cost performance, can feel the advanced technology.
Let you sail freely like Columbus, rain or shine, and try your best to shoot.
Give you fabulous control, one machine in hand, and control without worry.
Give you the dust of a journey and feel the innocence of "xx"-spotless.
3. Network marketing guarantee system
Online media delivery targets (pay attention to promoting and supporting sales targets, such as improving customer awareness and product reputation. )
As the first step of e-commerce, network marketing is an important means, even the main means, of enterprise marketing in the information age. At present, with the rapid maturity of the network application environment, network marketing has aroused widespread concern in the business community and started to be applied in practice. As a young scientific and technological enterprise, our company has the conditions and necessity to make positive attempts to make our marketing work step into a new track and ensure the company's sustained and rapid leap-forward development.
The following are my thoughts on the company's online marketing work:
First, the preliminary evaluation of the implementation environment of network marketing
Before discussing whether and how to implement online marketing, we must have a clear understanding of the current basic situation, which is the premise of our work.
1, the company has certain advantages in implementing online marketing, mainly reflected in:
(1) The company's products are high-tech products.
(2) The potential users are mainly technicians with a high degree of network application.
(3) The product has a wide range of sales, both in the domestic market and in the international market.
(4) The application of network marketing in the same industry is still in its infancy, and there are no strong online competitors.
(5) Company employees have good computer and network application level.
In addition, the development of online customer service has considerable advantages for the following reasons:
(1) Customer service is very important to the company, but it has a wide range of services, heavy tasks and high costs.
(2) Customer service belongs to the nature of technical guidance. If communication is sufficient, it can be completed from a distance.
2. Possible shortcomings at present:
(1) The awareness of online marketing is still low. Without in-depth and systematic research, the possible impact of its application on the development of the company and its industry is still lacking in evaluation.
(2) There is no clear network marketing idea, and no professional department or full-time manager is responsible for the overall implementation.
(3) Although the corporate website has been established, it has not yet played its due role due to the shortcomings in the form of expression, content and information content, website function and website promotion.
(4) The existing website management mode is not perfect, and it is difficult to meet the requirements of online marketing. Such as: website maintenance, update methods, services provided by ISP and so on.
(5) Re-evaluate whether the current online feedback information management is effective.
3. Conclusion:
1. It is preliminarily considered that network marketing is feasible in the company and has a good development prospect. If used properly, it may bring great contributions to the company and may lead to major changes in the company's management model.
2. Although the company's network application level is better than that of ordinary enterprises or peers, the leading level is limited, and network marketing is still in the preparatory stage and has not yet officially started.
Keeping a clear understanding will help us to define our goals, improve our shortcomings, formulate measures and make rapid progress.
Second, the company's network marketing strategy is put forward.
1. Factors to be considered when formulating network marketing strategy:
What kind of development strategy should we establish, with what attitude, with what way and speed to promote its development, we need to consider the following factors:
(1) Considering the company's long-term development strategy,
The adoption of network marketing takes place under the new market conditions, which shows that the internal and external conditions of enterprises are changing. Whether we can adapt to such changes, formulate countermeasures as soon as possible and carry out our work with new thinking and tools is not only related to the short-term benefits of enterprises, but also profoundly affects their long-term operations.
Social informatization, enterprise informatization and e-commerce are recognized trends, and network marketing is the application of this change in the field of enterprise marketing. Because it is easier to achieve and better than e-commerce, it was applied first. The application of network marketing is not only a new management mode, but also a necessary accumulation and preparation for enterprises to enter the network information age and carry out e-commerce. Its application ability and level directly affect the management and operation level of enterprises under the new situation.
It should be said that whether online marketing should be adopted is no longer a problem that can be discussed. What is available is how to adapt better and what attitude and way to adapt. I think rapid adaptation can win more space and be beneficial to the company.
The company is a technology-based company, the core value of the company lies in technology, and maintaining technological advantages at all times is the key to development. However, it should be noted that only by effectively solving marketing and customer service can the company have more energy and resources for technology development.
In addition, from the current situation of the company, can it be inferred that the most important obstacle affecting the company's faster development at present is the marketing problem, which is difficult to break through effectively and becomes the bottleneck of development? The traditional method has high cost and slow effect. We need to try new marketing methods. Network marketing has become an inevitable choice.
(2) Consider the competitive advantage of the acquisition company.
Our enterprises are facing fierce competition, mainly under market conditions. Whether you can maintain a dominant position in the competition is sometimes even more important than the benefit of the enterprise. Under the traditional conditions, the ways we can take are extremely limited, because everyone is doing it, and it is difficult for us to guarantee that we can do better than our competitors. Because of this, every major adjustment of the competition pattern has mostly produced new technologies or market means.
The same is true of xx Industry. The key for our company to stand out in the domestic market lies in technology, but even in China, our technological advantages are limited, not to mention that we will fully enter the international brands of China after China's entry into WTO. Technological advantages have laid a certain foundation for us to win the market, but of course we should not be complacent about being the pioneers of the industry. Our market share is still too small. We are just a rising star and have not yet become a strong player in the industry. It is not enough to support us to continue to catch up. We must make a breakthrough in marketing. Traditional methods are expensive, difficult and incompetent.
The appearance of network marketing means provides us with a possibility. As a late-developing enterprise, our advantages are light burden, new ideas, courage to explore, give full play to our advantages and find new ways, which is our best choice to win competitive advantage. If you use new tools earlier, you may win a brand-new competitive situation.
(3) consider the characteristics of the company's marketing work
As a new means, online marketing itself has unparalleled advancement in the traditional way. Using network platform technology, enterprises can shorten the time and space distance with customers and realize working 24 hours a day, 7 days a week. Using tools such as database, enterprises can realize one-to-one direct marketing and fully interact and communicate with customers. Network marketing can almost complete all the work except delivery and payment (these two points can also be realized online after docking with e-commerce in the future).
Characteristics of the company's marketing work:
A. Product features: highly complex and standardized;
B. Service features: mainly technical support, high demand, high cost and guidance;
C, market characteristics: a wide range of points and a high degree of computer network application;
D, sales characteristics: mainly direct sales, sales for technical personnel;
The possible influence of network marketing;
A. Fully display the product: it can be displayed on the Internet in as detailed and comprehensive a way as possible, which will help customers understand the product and reduce the persuasion cost;
B. Market expansion: the market scope is greatly expanded, and marketing is carried out to all potential customers at home and abroad;
C. promoting sales: developing independent or cooperative marketing activities to promote sales;
D, reduce costs: reduce intermediate links, reduce sales costs, and may gradually cancel personnel sales promotion;
E. Improve technical support and service level: through online automatic reply and online consultation, while comprehensively improving service capacity, the service capacity and level will be greatly improved and the cost will be greatly reduced;
F. Others: the effective use of the network can also change the company's production organization mode, realize personalized production in advance, improve the production outsourcing ability by using the network, build a virtual factory, and improve the production capacity at low cost; Network application will also have an impact on procurement methods and technology development methods.
2. The company's Internet marketing strategy is preliminarily determined as follows:
(1) Fully understand the importance of online marketing as a new strategic management tool, acknowledge its great effectiveness, and make up your mind to formulate corresponding strategies, make plans, actively promote it and promote its full development.
(2) Properly balance the relationship between rapid development and the company's endurance, and moderately advance development within the possible scope.
(3) According to the company's current situation, the company's online marketing objectives are preliminarily determined as follows:
With the help of network interactive platform and network communication tools, marketing operation is carried out under the guidance of direct marketing, integrated marketing and soft marketing theory, thus expanding the market, improving brand awareness, reducing marketing expenses and promoting sales. At the same time, actively explore online customer service, consolidate the existing market and improve brand reputation.
3, the company's network marketing management mode can be described as (network marketing operation mechanism):
Promoting brands and products = = "Attracting potential users = =" Developing direct marketing = = "Promoting purchases.
Customer service = = "Customer loyalty = =" Increase sales.
Third, implement network marketing strategy.
A good development strategy is formulated, and then a feasible promotion plan is needed to ensure its implementation. We can follow the following steps:
1. Determine the responsible department, personnel, functions and marketing budget.
Network marketing belongs to marketing work, which is generally the responsibility of the marketing department and works under the leadership of the deputy general manager of marketing. Generally, a special department or working group should be set up, and its members are composed of network marketers and network technicians. Even if streamlining is considered at the beginning of the work, there must be someone who is in charge. The initial work of investigation, planning, coordination and organization is heavy, and it is difficult to ensure the completion of the work by taking part-time jobs.
The responsibilities of full-time network marketers should include:
(1) Synthesize the opinions of all departments of the company, formulate the website construction plan and take the lead in implementing the website construction.
(2) Daily maintenance, supervision and management of the website.
(3) The formulation and implementation of the website promotion plan.
(4) Online feedback information management.
(5) Independent network marketing activities.
(6) Implementing online marketing support for other departments of the company.
(7) Collect and manage online information resources to provide guidance for the application of the company's network resources.
We will make sure to save the internet marketing expenses as much as possible, but we still need to estimate the possible investment. Our marketing budget may come from:
(1) personnel salary
(2) Hardware cost: such as adding computers.
(3) Software expenses: such as space rental, webpage production, webpage program development, database development, etc.
(4) Others: Internet access fees, network advertising fees, etc.
2. Synthesize the opinions of various departments and build an interactive platform for websites.
As the main carrier of online marketing, the company website directly affects the level of online marketing. At the same time, the website is not only a marketing function, but also includes corporate image display, customer service, company management and cultural construction, cooperative enterprise communication and other functions. Only by collecting opinions from all aspects of the company can we gradually establish a website platform that meets the requirements.
When building a website, we should pay attention to the following functions:
(1) Rich in information: the lack of information is a common problem of company websites at present;
(2) Moderate unity of aesthetics and practicality: giving priority to practicality and giving consideration to visual effects;
(3) Powerful functions: Only with corresponding functions can we meet the requirements of all departments of the company.
(4) the humanization of the website: from the customer's point of view rather than taking the enterprise as the center;
(5) Interactive function: strive to increase the opportunities for visitors to participate and realize online interaction.
It can be seen that the company's existing website has shortcomings in the above aspects and needs to be gradually improved (the plan is attached).
3. Make a website promotion plan and implement it
Have a good website platform, and then implement website promotion. The process of website promotion is also the process of brand and product promotion.
The factors that should be considered when making a website promotion plan are:
(1) the range of potential users of our products;
(2) Identify the characteristics of end users, purchasing decision makers and purchasing influencers of our products, and their online habits;
(3) Who should be promoted mainly?
(4) How can it be promoted?
(5) Whether and how to use traditional media;
(6) What sales promotion methods do our competitors have?
(7) How to keep the publicity cost low.
The means we can use are:
(1) search engine login;
(2) link exchange between websites;
(3) establish mailing list and promote email;
(4) Publicity through online forums and BBS;
(5) Publicity through newsgroups;
(6) indicate the website address in the company's business card and other external materials;
(7) Increase website publicity for all external advertisements of the company;
(8) Make proper publicity with the help of traditional media.
Note: The website promotion plan shall be formulated separately.
4. Evaluation and improvement of network marketing effect
After the promotion of the website, our work has completed a stage, and we will get more online feedback, so we should make a preliminary evaluation of the effect of online marketing to make our work go to a new level.
The evaluation contents include:
(1) Whether the company's website construction is successful and what are the shortcomings;
(2) Whether the website promotion is effective;
(3) How about online customer engagement? Analyze the reasons;
(4) How do potential customers and existing customers accept my online marketing?
(5) Whether the company's handling of online feedback information is positive and effective;
(6) Whether all departments of the company cooperate with online marketing efficiently.
Evaluation indicators mainly include:
Website visits, source of visitors, frequency of visits, length of stay, number of feedback letters, content of feedback, comments made, etc.
5. Comprehensive implementation of network marketing
At this stage, we will launch a comprehensive and planned online marketing. Such as market research of potential customers, data collection, online public relations of user units, online use consultation of existing users, customer service, peer competition data collection and monitoring, technical exchange of developers, investigation and management of dealers, etc. We will make full use of the existing conditions to carry out feasible marketing activities.
6. Integrate network marketing and company management.
The effective use of network marketing will have a positive impact on the operation of other departments of the company, and will also affect the overall operation and management of the company. As the exploration of network information condition management mode, it will greatly promote the company to move towards the new economy. It will play the following roles:
Promote the internal information construction of the company, speed up the preparation of enterprise e-commerce, improve the management information system of the company, improve the management quality and efficiency of the company, improve the quality of employees and cultivate e-commerce talents.
These changes will affect the company's existing production organization form, sales model, development model and management model. To promote the strategic transformation of the company's management model.
In a word, the development of network marketing is an arduous and complicated task, which is by no means as simple as building a website to receive emails. Good grades require solid work accumulation, which cannot be achieved overnight. At the same time, we have every reason to believe that the operation prospect of our company's network marketing is good. As long as we have confidence and determination, we can succeed.
Network marketing plan model 3 1. foreword
With the development of China's economy, there are more and more new small and medium-sized enterprises. Credit evaluation, guarantee and counter-guarantee, recovery, liquidation and reorganization, and house purchase guarantee for small and medium-sized enterprises came into being. Its business opportunities are limitless. This advertising campaign is mainly carried out from four aspects: network, TV media, entity advertising and public information, in order to improve the company's popularity and expand its business.
Second, the market analysis
(A) Analysis of the operating conditions of enterprises
Through the joint efforts of company leaders and employees, our company has achieved good returns. Asset operation is stable. However, one of the main problems that the company is currently facing is its lack of visibility. In order to seek further development, the company must intensify the development of its business in liUXuE86.COM, further publicize its brand and enhance its popularity.
(2) product analysis
The company's main products are credit evaluation, guarantee and counter-guarantee, recovery, liquidation and restructuring, and house purchase guarantee for small and medium-sized enterprises. There are few enterprises in our county that can supply this business (the specific figures can be written), so the competition we face is not strong, and the company's business occupies a considerable share in the market. We should pay more attention to brand development. Because when the industrial development enters a mature stage, the brand becomes a product and an enterprise.
Industry competitiveness is an increasingly important factor.
(3) Market analysis
In recent years, the number of small and medium-sized enterprises in our county has been increasing (the specific data can be supplemented here), and the initial capital chain of enterprises is incomplete. Small and medium-sized enterprises are prone to capital shortage in the initial stage and development process, so we have a huge customer base.
Consumer research
Small and medium-sized enterprises mainly learn about the services provided by the company through the media. For small and medium-sized enterprises, the services provided by the company are also necessary at this stage, and there is bound to be a market if there is demand.
Third, advertising strategy.
Obey the company's overall publicity strategy, establish the product image, and pay attention to establishing the company image at the same time.
Long-term, launch a consistent advertising campaign when necessary.
Extensive, choose a variety of publicity methods, pay attention to the way with good publicity effect.
Seize the opportunity and be flexible.
Fourth, advertising strategy.
Online publicity
Advertise on websites where enterprises are concentrated. Such as information platforms, local information websites, portals, etc. In addition, a group of network promoters can be used to promote in the major forums that enterprises pay attention to.
(B) TV media publicity
Advertising in our county TV station. The form is flexible. (1) Do ordinary advertisements in prime time, and play them circularly. (2) Business leaders participate in TV programs to promote corporate culture. (3) Invite TV stations to interview our company. This can show the company's business and corporate culture more deeply.
(3) Paper media publicity
Publish articles in newspapers and business magazines in our county. Ask the reporter to make a special report.
Entity advertisement
Physical advertising is divided into two parts. ① Design publicity color pages and distribute them to small and medium-sized enterprises in our county.
The design of color pages must reflect the company's corporate culture and business scope. The design is novel and unforgettable. (2) Street advertising space promotion and electronic screen promotion.
Verb (abbreviation of verb) advertising expense budget
(Fill in according to the actual situation)
Six, advertising effect prediction
Be able to determine the advertising effect through questionnaires, symposiums, etc. From time to time, so as to modify the advertising plan at any time.
Network marketing planning book Fan Evans, network analysis
1, website traffic analysis
Installing a set of traffic statistics system can clearly judge the effect of all marketing methods of the website at present, and can also analyze:
(1) Traffic route statistics
You can clearly count the year, month, day and passenger flow of the website through what channels. The effects of various promotion methods can be clearly judged.
(2) Browse the page and analyze the portal.
It can be judged which page in the website has been visited many times, and it can be analyzed from which page the passenger flow entered the website.
(3) Regional distribution of passenger flow
Clearly analyze the regional distribution of website visitors, and show the proportion of vagrants in each region with charts.
(4) Search engine and keyword analysis
Analyze the proportion of traffic brought by various search engines, and through search, we can analyze which keywords the passenger flow of the website has come.
(5) customer analysis
You can analyze information such as the operating system used by the client.
2. Website page analysis
Overall analysis of (1) homepage
(2) Page tag analysis
(3) Hyperlink checking
(4) Analysis of browsing speed
(5) Analysis of source code design
3. Website application technology and design analysis.
(1) Analyze whether the current technology is reasonable.
(2) Analyze whether the website structure is reasonable.
(3) Analyze whether the website design is friendly and readable.
4. Basic analysis of network marketing.
(1) keyword analysis
(2) Analysis of search engine registration.
(3) Search engine ranking analysis.
(4) Link exchange association.
(5) Analyze the main methods of network marketing.
5, website operation analysis
(1) Network Investment Analysis
(2) Analysis of website operation strategy
Second, website optimization
1, website structure optimization
Website navigation, page layout optimization.
2. Web tag optimization
TITIEL keyword tag, webpage introduction tag, picture annotation and other optimization.
3, web page weight loss compression
Special web page weight reduction compression software compresses the web page system to improve the speed of page traffic.
4. Hyperlink optimization
Hyperlink structure, hyperlink annotation, hyperlink path optimization.
5, page content optimization
Adjust the content of the home page, optimize the layout, and make the content easier to read.
Third, website promotion.
After a comprehensive analysis of the website, we choose the network promotion method. Among many methods of network promotion, the most important one is search engine ranking. Because other methods are expensive and short-lived, they can bring you high-quality traffic for a long time after ranking well in search engines. 80% of the traffic of a website is brought by search engines.
1, search engine ranking
(1) keyword selection
(2) Search engine login
Including Google, Yahoo, MSN and other hundreds of search engines at home and abroad.
(3) Search engine ranking
Through our professional SEO optimization technology, the website is optimized as a whole, so as to rank as many words as possible in various search engines and improve the traffic of the website.
2. Exchange of related links
Exchange friendly links with related websites.
3. Online advertising
In the course of website operation, it is suggested to put some effective online advertisements.
Fourth, network marketing training.
It is better to teach people to fish than to teach them to fish. Through the network, we train your network technicians, so that they can quickly master the secrets of network marketing and website operation. After we lay a good marketing foundation for your website, your website will develop steadily and continuously.
1, network marketing training
Various methods and strategies of network marketing, as well as related details. Network marketing, the victory of details.
2. Website operation training
Running a website is a long-term job, and different ones actually need different strategies. We will tell you our experience without reservation.
3, network marketing consultant
During the contract period, you can consult us on various issues related to online marketing through various communication methods on the Internet.