Content of e-commerce operation work plan

Planning is an important function of management, and all management activities of any organization are inseparable from planning. The following is my collection of e-commerce operation work plans, welcome to check!

E-commerce operation work plan 1 1. e-commerce project organizational structure construction and post responsibilities (step 1)

E-commerce platform team members are the key to the start-up and subsequent operation of the whole project, and need to be built by special personnel.

1. Project leader: overall operation.

2. Website architecture management: overall website architecture and content optimization.

3. Art design: the page design of the website interacts with the humanization of the page.

4. Backstage programmer: realize the program function in the background.

5. Network promoters: promote websites through the Internet and traditional media or other means.

6. Internet marketers: selling website service products through online marketing or traditional methods.

7. Website Editor/Information Manager: Manage the information of each column of the website.

8. Server maintenance personnel: provide server security and website related functions.

Combine the company's existing e-commerce post resources for reasonable integration. The vacant positions need human resources to fill the job recruitment, and the overall work progress will be in place in mid-April.

Second, e-commerce project positioning (Step 2)

According to the characteristics of the company's two series products and the long-term development of e-commerce projects, it is necessary to abandon the existing e-commerce of single series products and establish a new e-commerce platform that conforms to the two series products. The principle of e-commerce domain name positioning-short, easy to remember and to the point, is closely related to enterprises and their products. A successful domain name is like a famous brand and a famous trademark, which will bring intangible asset value to enterprises!

This domain name, combined with market adjustment, links all companies for a referendum. The company's existing domain name websites are optimized according to market conditions, and are basically defined as product promotion websites.

Third, the planning and design of e-commerce platform (step 3)

1, general webpage product design items (registration, login, membership, product series, product category display, limited time sale, group purchase, etc.). )

2. Commodity search engine. Through the search engine, we can provide users with commodity information conveniently and quickly, which is convenient for users to shop.

3. Shopping cart. Shopping cart has the function of storing the information of purchased goods and calculating the quantity and price of goods for customers.

Grid and other functions, users can also modify the quantity of goods, return some or all goods through the shopping cart.

4. Customer service center. Provide customers with various operating instructions and services of the website, including shopping guide, service features, service promise, whether it can be returned, payment methods supported by the mall, whether there is extra charge for door-to-door delivery, delivery time after confirming receipt of payment, and other information that customers care about.

5. entrance counter. Access counter can count the frequency of Internet visitors' visits to various topics on the website and grasp consumers' demand for shopping malls, goods and services. Its data is an important reference for formulating business and marketing strategies.

6. Order inquiry. Users can enter the order status interface according to the order number and corresponding information, which provides information such as order date, whether payment has been received, whether delivery has been made, delivery date and so on.

7.BBS。 Use the guest book to record customers' opinions on website content, services provided, product search, product comparison, shopping cart, customer service center, product feedback, distribution station, inquiry center, cashier center, hot search e-commerce website planning report, etc. After browsing the website or shopping. Through the guest book, on the one hand, we can understand customer needs, improve services and enrich product categories; On the other hand, by replying, users can understand the services provided by the mall and increase their trust in the website.

8. E-mail. Provide the corresponding e-mail address of the administrator on each page of the website, so that when customers visit each page, they can feed back the questions, opinions and suggestions to the administrator in the form of E2mail, so that the administrator can improve the service and deal with the problems in time.

Email list. Contact customers through email list whenever products are updated, new preferential measures are introduced or major events are held.

10, online payment. Because online real-time payment has not been fully realized in China at this stage, shopping malls should provide various payment methods, such as credit card payment.

The layout design of the above single project will combine the B2C or O2O type of market adjustment and window design, and consider the overall layout with two series of products.

4. Software and hardware of e-commerce platform (step 4)

Usually, the hardware is very important for the operation of a website, which is the basic guarantee for the operation of the website;

1, e-commerce hardware is generally divided into two parts: network equipment and servers;

Network equipment: routers, switches, firewalls.

Server: according to the development of the company, it can be built, hosted and rented.

2, e-commerce software generally consists of three parts:

I. Operating software systems (UINX, LINUX, Netware)

B. Web server software

C database software (such as DB2, Oracle, SyBase, Informix, MS SQL Server, MySQL, etc.). )

The selection of the above equipment and software is based on the positioning of the project and the company's own resources, and then finally determined.

Verb (abbreviation of verb) Process training of e-commerce project (step 5)

After the establishment of the e-commerce platform, coordinate the company's two series of product managers, including factory managers, to carry out multi-department e-commerce operation process docking training, so as to ensure the closed-loop continuous operation of e-commerce from product display-price operation-marketing-customer attention-customer ordering-inventory management coordination of two products-financial settlement-product delivery-customer after-sales service of the e-commerce platform, ensuring smooth process and ensuring all employees of the company.

The promotion and operation of intransitive verb e-commerce (step 6)

1, unified QQ, public QQ group, personal WeChat and public WeChat, Weibo, email, etc. They are all exported to the e-commerce platform of Grandpa's software for self-media promotion and marketing.

2. Unify the packaging of the company's two series of products and the e-commerce platform promotion of external advertising.

3. Promote and market keywords and windows for popular forums and search engines (Baidu, Soso, Google, etc.). ).

4. Pilot a district for promotion with the help of traditional promotion methods, provide convenience services for a certain group (paid or unpaid), collect offline customer resources online, attract customers to pay attention to the company's e-commerce and mobile phone clients through convenience services and commodity activities, and increase the number of customer clicks and member registrations of the two systems, thereby increasing the added value of e-commerce. After the pilot is successful, it will be replicated in other districts.

E-commerce operation work plan 2 I. About store operation:

1. key points of operation: product quality has undoubtedly established a kind of trust in the hearts of consumers, which is of course the key to product quality. You also need to have a good image in front of consumers, and you need to be more beautiful and generous in page design. It is more important to grasp favorable resources on the basis of practicing internal strength. Nowadays, buyers are becoming more and more mature and rational. Under the premise of traffic, we should conscientiously do a good job in the store, and then introduce more high-quality traffic through multiple channels to improve the conversion rate. Track customer membership information, make as many customer return visits as possible, and establish membership information. Establish a reputation for repeat customers. Make advance notice information announcement before large-scale activities.

2. Marketing Tactics: Overall marketing strategy: focus on the promotion mode of Taobao system, tap potential hot-selling products and vigorously promote them, use hot-selling products to promote overall sales, optimize all aspects of sales, establish the company image, try to avoid customer service communication costs, and gradually establish a reputation. Product marketing design: there are two types of products in overall marketing, sales-driven and profit-contributing. Sales-driven type should consider the purchase volume of products, and make small profits but quick turnover in product profits; Profit contribution should consider factors such as product brand and competition to ensure the profit of overall marketing. According to the 82 principle, 80% of our traffic is brought by 20% of pull products, and 80% of our sales performance is brought by 20% of profit-contributing products. Product marketing is divided into three stages: cultivation period, growth period and maturity period. We should give full consideration to the herding effect, find all promotion methods that can quickly stimulate the sales of new products, and realize different values in different periods.

3. Cultivation period: including product selection, product design and product promotion layout. Product selection is to use data analysis, customer feedback and market search to determine the product range. After determining the appropriate product, take photos, describe and design the product, and then release it. Product promotion layout is to design and implement the promotion business of products in the incubation period, and promote them through all-round promotion methods such as hot-selling product collocation, description and promotion of other products on the website, through train promotion, Taobao gang promotion and off-site promotion.

4. Growth period: refers to when the product sales are stable and can be naturally driven by customer search and through train, the main work in this period is to consolidate the promotion of products and impact the top ten popular searches in Taobao.

5. Maturity: refers to the top five sales of products of the same kind, which can be seen in the search of the top five, and the sales of products can be stabilized through the natural flow of search. The main work in this period is to promote the sales of the next hot-selling product through collocation and description. Improve product linkage and increase customer unit price.

6. Customer maintenance strategy: customers are divided into steel wire customers and general customers. Steel wire customers should be closely bound through QQ group or Want Want group, so that they can become the first-time buyers and word-of-mouth promoters of our new products. General customers can conduct marketing through regular emails or short messages to attract customers' secondary consumption. (Customer service personnel are required to fill in)

7. Product price marketing strategy: try not to carry out price war marketing, VIP system can discount old customers, which is fair to everyone. The minimum discount for normal sales in the mall is not less than 30% (except for gold rush, double 1 1 promotion).

Shop decoration, first of all, to solve the internal visual design, page design is very important. It is necessary to give consumers a clear and definite page design effect, and then give the method of paving the way for promotion, so as to enhance popularity, increase collection and improve conversion rate in a short time.

2. About joining the group buying network:

Only then can we consider participating in the cooperation of various group buying websites, focusing on the products of group buying cooperation of major group buying websites such as Handan.com, Wowotuan and Meituan. We should estimate the inventory supply according to the actual inventory situation of the factory and the arrangement of the store. It is necessary to keep more company information to meet the information needs of various group buying websites, and establish relationships and long-term cooperation with the people included in the group buying websites. If the stock is sufficient, you can consider joining the group. Some small group buying websites may not be well-known enough and their sales are not ideal, so they can continue to maintain their relationship and carry out continuous cooperation in the later period. Remember, businesses focus on profits, and selling is king. Don't ignore any expansion opportunities, even if the sales volume is small.

Three. On product and inventory issues:

Inventory of online sales: Generally speaking, a regular store needs about 50 products to fill the whole store. Considering our own inventory pressure, it can be reduced to 40-45 styles. (In the later stage, 50 products are needed to establish shop VIP for customer maintenance. ) Some styles don't need to be in stock. According to the "28" rule, we need to choose two models as the main push styles, and the stock is usually controlled at 30-50 in stock to avoid customer complaints. Later, the actual inventory quantity will be re-estimated for the factory to place an order. Products should consider more factors, such as reputation. Consider whether to press the goods to avoid increasing the pressure on the factory. If the main style needs to sign up for the group purchase network, it should be included in the group purchase pre-sale quantity.

Four. Personnel arrangement:

In terms of staffing, two other important tasks are needed in the early stage, namely, art design and customer service. Due to the shortage of manpower, an elastic team needs to be established. When it is basically stable, you can consider recruiting a promotion specialist to assist the store promotion.

Customer service: Due to the shortage of staff in the early stage, individual customer service tasks are relatively heavy, and some tasks will have operational help. The works are as follows: 1. It is necessary to complete the regular customer information reply with a good attitude, guide the guests to complete the order sales, conduct irregular customer return visits after receiving the goods, and guide the secondary sales or sharing. Resolutely be responsive and lend a helping hand when necessary. 2. Posting in forums and other parts needs to be completed after the customer service has free time, ensuring that more than 2 posts are posted every day. Content needs are highly concerned by the forum, as well as the maintenance of the relationship between Want Want Group and QQ Group customer service, to assist the promotion of stores. 3. Be responsible for printing, reviewing and distributing daily orders. The shift system will be implemented after the increase of personnel.

Artist: Mainly responsible for the visual effect of the store, optimizing the page of the store, promoting and upgrading the whole store, improving the depth of visit, describing the baby in detail and improving the overall conversion rate of the store. Product photography needs artists to do it independently. You can learn while doing it. During the activity, all the packages delivered every day were completed.

Operation: mainly responsible for the overall planning, marketing, promotion, customer relationship management and other system operations, daily revision planning, shelving, promotion, sales and after-sales service, collecting market and industry information, providing effective solutions, making sales plans, leading the team to achieve sales performance targets and solving customer disputes. Maintain the relationship between activity resources and group buying network. Arrange the preparation and planning of activities.

Promotion: the operation is temporarily responsible for the completion of the early stage, and the personnel will make arrangements later.

Verb (abbreviation for verb) Arrangement of shopping mall activities:

Tracking major events, such as double 12, gold rush, daily specials, and other holiday activities, requires reference to the arrangement of Taobao activities.

Overall goal of intransitive verbs:

One month ago, it is necessary to determine the main payment, introduce traffic at a lower price, serve customers well, strive for high marks, promote through trains, reach a certain sales volume, participate in gold panning activities, use gold panning customers to enhance the brand awareness of the store, establish a good customer impression, focus on creating a single explosion to drive other products in the store, and regularly design store activities for drainage, such as: one-yuan auction, full * minus *, full *+6544. Regularly participate in certain paid promotion: diamond booth, Taobao, Super Bars, Ali Mom Promotion, and help advertising space (through train long-term fixed promotion). Drainage by special means, but not at a high price, and then sold at a low price. The discount of some single products is not less than 30%, except for large-scale Taobao activities such as Big Promotion. No less than 30 bills will be issued every day after February. After the double 12 activity, through various optimization and drainage, the goal is set at more than 50 orders per day! The ultimate goal is 200 per day! Optimize old customers for a long time. At the same time, ensure that the favorable rate is above 98.5%. According to the goal of 2% transformation, the number of people improved is UV 1 10,000! Although the plan is perfect, it is very important to carry it out!