Network marketing planning scheme in 2022

Five network marketing planning schemes in 2022

Network marketing is a planning, implementation and operation management activity based on network and social relationship network, which connects enterprises, users and the public, delivers valuable information and services to users and the public, and realizes customer value and enterprise marketing objectives. Next, I will bring you the online marketing plan for 2022. I hope you like it!

2022 Network Marketing Planning Scheme 1 In order to further enhance the network security awareness of teachers and students in our school and improve the network security protection skills, according to the requirements of the documents of the higher authorities, hancheng city Xizhuang Middle School decided to carry out network security publicity week activities throughout the school.

I. Purpose of the event

At present, our school has basically achieved the full coverage of the network campus. In order to carry out cyber security publicity week activities, cultivate teachers and students' awareness of green civilization and good habits of surfing the Internet, enhance teachers and students' cyber security protection ability, strengthen cyber security education and publicity, and comprehensively build a civilized, safe and harmonious network environment of the school.

Second, organization.

In order to do this activity well, hancheng city Xizhuang Middle School set up a leading group for cyber security publicity week:

Team leader: _ _

Deputy Team Leader: _ _

Member: Head teacher of the Political and Educational Department of Audio-visual Education Center.

Third, the theme of the event

With the theme of "Building Network Security and Sharing Network Civilization", this activity aims to improve the self-protection awareness of network security of teachers and students in Xizhuang Middle School and enhance their ability to identify network security issues.

Fourth, the activity time

September, 20__ 17 to 23.

Verb (abbreviation of verb) activity content

The launch of Cyber Security Publicity Week aims to guide teachers, students and parents to correctly understand the Internet, manage and use the Internet according to law, consciously resist the harm of the Internet, stay away from the trap of cyber crime, and drive the whole society to jointly create a good network environment. Through various forms of network security publicity activities, teachers and students are actively encouraged to surf the Internet in a civilized, safe and green way, and the basic knowledge of network-related cases is vigorously publicized, so that teachers and students can become network security practitioners who actively participate in activities, actively educate and publicize, resolutely resist bad habits and develop good online habits.

1. Learn the relevant policies, regulations and documents of network security, and understand the current dynamic information of network security.

2. Make use of various forms of network security propaganda to popularize the basic knowledge of network security, so that teachers and students can enhance their awareness of network security and have the basic ability to identify and deal with network dangers.

Activity form of intransitive verbs

Make full use of campus network, electronic screen, blackboard newspaper and other media, and take special reports, theme class meetings and other forms to carry out network security theme publicity activities. The following forms are suggested for this cyber security publicity week:

1, hang the banner of network security propaganda.

There is a propaganda slogan printed on the electronic screen, which reads "Safe Internet Access, Healthy Growth". Civilized internet access. Fly your dreams. "And hung up the banner of" building network security and sharing network civilization ".

2. Hold the signing activities of the national youth network civilization convention.

The whole school students held a signing activity of the National Youth Network Civilization Convention to let students know about the Youth Network Civilization Convention. And publish network security related knowledge on campus websites and WeChat platforms.

3. Hold a theme class meeting

Each class will hold a class meeting with the theme of "building network security and sharing network civilization", so that teachers and students can have a deeper understanding of network security through the theme class meeting.

Step 4 make a publicity page

Make pages to publicize campus network security, and widely publicize the importance of campus network security.

Seven. Activities require

According to the activity plan, we will promote network security publicity activities in stages and at different levels, so that every teacher and student in the school can generally receive a network security education.

At the same time, carry out a clean-up and inventory activity to fully grasp the management of school network equipment, network access points and internet computers (especially the management of wireless access points) and understand the basic information of network security for teachers and students.

In order to enhance campus network security awareness and improve network security protection skills, in 2022, according to the spirit of the Notice on Launching Shaanxi Network Security Publicity Week issued by Shaanxi Network Information Office and the requirements of the Notice on Launching Shaanxi Education System Network Security Publicity Week issued by Shaanxi Education Security Office, the activity plan of National Network Security Publicity Week in our college campus is formulated:

I. Theme of the event

The theme of the activity is "Network Security Knowledge Entering Campus", which aims to improve the awareness of network security self-protection and the ability to identify network security issues of all teachers and students.

Second, the activity time

20__ year165438+1October 24th to 30th.

III. Contents of activities

With the goal of "full media coverage, full campus coverage and full knowledge of teachers and students", the logo of "National Cyber Security Publicity Week" is uniformly used, and the contents of campus publicity activities are as follows:

1. Learn the Party's and the State's strategic principles and policies on network security, and understand the current state's frontier trends on network security.

2. Hold a network security work report meeting to show our measures and achievements in network security maintenance.

3. Use online and offline methods to publicize network security and carry out network security knowledge popularization activities.

Fourth, the form of activities.

This network security publicity activity takes the following forms:

(1) Hold the launch and signature activities of campus network security publicity week.

(2) Use the outdoor LED electronic large screen to scroll and play the network security publicity public welfare short film. At the same time, these videos are uploaded to the campus network resource platform for teachers and students to learn and watch, and pushed to the mobile platform for the convenience of mobile terminal users such as mobile phones.

(3) Set up a network security bulletin board on the campus network to publicize the scheme, plan and results of the publicity activities, and provide an electronic version of the national safety use network manual for teachers and students to download, study and use. And link to the "National Cyber Security Publicity Week Page".

(four) set up a column in the campus radio station to publicize the relevant network security knowledge and network security experts.

(5) Holding publicity lectures on network security. Invite network security experts to hold special lectures for teachers and students. It will be held in three campuses.

(six) the production of network security publicity panels, posters, etc.

(seven) to carry out network security knowledge consultation.

(eight) hanging the slogan of network security.

In order to improve the network security protection skills, according to the relevant requirements of the Central Network Information Office and the Municipal Network Information Office, our school decided to carry out the network security publicity week, and the plan is as follows.

I. Theme of the event

Network security is for people, and network security depends on people.

Second, the activity time

September 19, 20 _ _—September 25th, among which September 20th is the theme education day.

Third, participants.

Faculty, students and parents of the whole school.

Fourth, the form of activities.

(A) atmosphere creation

During the publicity activities, the school used LED electronic display screen, WeChat official account, website, Q group and other forms to promote network security and create a good publicity atmosphere.

(2) Electronic screen scrolling

Using the LED electronic screen at the school gate, we can scroll through the network security propaganda knowledge and introduce the network security related knowledge such as preventing information leakage and network fraud.

(3) Carry out activities

With the theme of network security publicity, the school carries out network security publicity activities under the national flag through theme team meetings, lectures, speeches and other forms. (Photo courtesy of the class teacher and the Moral Education Office)

(4) Online publicity

The school website, the school Q group, the class Q group, and the wing school link publicize network security knowledge through multiple channels. (The class teacher provides pictures of parents' Q groups and students' wings. )

Verb (abbreviation of verb) activity requirement

(1) All departments and every teacher should attach great importance to this publicity activity, carry out every work according to the school plan, and the school will organize personnel to inspect the activity.

(2) Each class teacher must send the activity pictures to Yu _ _, e-mail address: _ _ _, and contact telephone number _ _ before the morning of September 23rd 12: 00.

Network marketing plan for 2022 4. The attention of online consumers

In the information society with information explosion and abundant products, the fragrance of wine is also afraid of the deep alley. How to seize the attention of online consumers, a scarce commercial resource, has become the key to the success or failure of enterprise online marketing. After the target market is determined, the first thing the network marketing manager should consider is the ways and means to seize the attention of the target customers as soon as possible.

Network economy is a typical attention economy. The concept of attention economy was put forward by Michael GoldHarmo in an article entitled "Attention Buyers" published in. Gold Harmo pointed out that in the information society based on computer network, there is a vast amount of information. For people, information is no longer a scarce resource, but a relative surplus, and scarce resources are people's attention. Therefore, the essence of the new economy based on network at present is attention economy. In this social form, the most important resource is not monetary capital in the traditional sense, nor information itself, but attention, which is the hard currency of virtual economy.

Second, information.

To manage an enterprise well, we must manage its future well; Managing the future is managing information. In the era of network information, the trend of diversification and personalization of consumer demand is increasing day by day, and the competition among sellers will be unprecedented fierce. Only those enterprises that grasp the marketing environment information at lightning speed, understand the development trend of consumer demand and competition, find out the weaknesses of their opponents, and invest in or occupy the market at the fastest speed can realize the competitive advantage of online marketing. Therefore, network marketing planning should be based on further perfecting and making full use of enterprise marketing information system, and use fast and efficient electronic information processing technology to quickly, accurately and comprehensively analyze environmental factors such as customers and competitors, so as to provide scientific basis for making network marketing plans.

Third, soft marketing.

Because the Internet has the characteristics of information sharing, low communication cost and fast transmission speed, it is a double-edged sword: on the one hand, it forms the freedom of online information, on the other hand, it also provides convenience for the flood of information. This determines that enterprises must follow certain rules of network etiquette when providing information to customers on the Internet, that is, never instill mandatory information into customers, never let any information of enterprises break into customers' private lives without customers' permission, and never disclose consumers' personal information to third parties.

Therefore, the real network marketing is a kind of soft marketing. Soft marketing is relative to strong marketing in the era of industrialized mass production. Strong marketing often uses constant advertising bombing and hard-working personnel sales to force information to customers. Learn network marketing planning and provide one-stop network marketing consulting service for small and medium-sized enterprises. Therefore, a fundamental difference between soft marketing and strong marketing is that the initiative of soft marketing is consumers, while the initiative of strong marketing is enterprises. The return of personalized consumption demand in the network era makes consumers become active themselves psychologically, and the interactivity of the network provides conditions for them to become active. They don't welcome unsolicited advertisements, but driven by some personalized needs, they will actively look for relevant information and advertisements on the Internet. Network marketing planning should consider how to adapt to this new environment and requirements, so that the network marketing of enterprises can become real soft marketing.

Fourth, customer delivered value.

In order to win the competition and attract more potential customers, enterprises must provide customers with more products with customer delivered value than competitors. The network information age provides very convenient conditions for customers to compare and evaluate the value or utility of products (services) of different enterprises. Philip kotler put forward the concept of customer delivered value in 1994. Customer delivered value refers to the difference between total customer value and total customer cost. Total customer value refers to a set of benefits that customers expect to get when purchasing products or services, including product value, service value, person value and value of the image. Customer total cost refers to the sum of various costs spent by customers to buy a product, including monetary cost, time cost, spiritual cost and material cost. When customers buy products, they often compare and analyze the value and cost, and choose the product with the lowest value and cost, that is, the product delivered by customers as the priority purchase object. Therefore, network marketing planning must implement customer value: firstly, consider how to improve the total value of products by improving products, services, personnel and image; The second is to consider how to reduce the time, mental and physical consumption of customers to buy products by reducing production and sales costs, so as to reduce monetary and non-monetary costs.

Verb (short for verb) reacts quickly.

Speed is one of the sharp tools of online marketing competition. The magic of the network lies in its rapidity and interactivity. Because there is a huge contrast in speed between the virtual world and the real world, speed has a significant impact on online customer satisfaction and loyalty. Therefore, the business model of online marketing enterprises is no longer a speculative business model under the traditional marketing environment, but a highly responsive business model, that is, enterprises should stand on the customer's point of view, listen to customers' hopes, wishes and needs in time, and respond in time to meet customers' needs. When planning the network marketing plan, we must take the network as an important tool and means of rapid response, establish a rapid response mechanism on the basis of coordinating quality and service, improve service level, and achieve rapid response and rapid solution to problems, so as to achieve win-win results for enterprises and customers.

Sixth, innovation.

Network brings great convenience for customers to compare the utility and value of products and services of different enterprises. In the network marketing environment where personalized consumption demand is increasingly prominent, it is the key to improve utility and value to create product functions and service features suitable for customers' personalized needs through innovation. Special efforts can bring special returns. Innovation brings characteristics, which not only means being different, but also means extra value. In the planning process of network marketing scheme, we must make efforts to create product features and service features that are welcomed by customers with the goal of increasing customer value and utility on the basis of in-depth understanding of network marketing environment, especially customer demand and competitors' trends.

Seven, relationship marketing

In the era of network information, the new market environment has led to the essential change of the relationship between enterprises and customers, and the key to seize the market has changed from managing marketing mix to managing the interactive relationship between enterprises and customers. The development trend of modern marketing is from trade marketing to relationship marketing: not only to win users, but also to have customers for a long time; From focusing on short-term interests to focusing on long-term interests; From single sales to establishing friendly and cooperative relations; From focusing on product performance to focusing on the benefits that products or services bring to customers; Never pay attention to customer service and turn to height. This requires that the planning of network marketing plan must focus on dealing with the relationship with customers, organically combine service, quality and marketing, and realize the goal of owning customers for a long time by establishing a long-term and stable relationship with customers.

Eight, brand marketing

Modern marketing competition is not only the competition of quality, price and service, but also the competition of brand. Brand is not only a symbol of enterprises, products and services, but also an intangible asset reflecting the comprehensive strength and management level of enterprises, which plays an important role in business wars. Network brand not only provides convenience for online customers to identify enterprise products and services, but also provides credibility guarantee for online customers to buy and consume enterprise products. Kline. com believes that the marketing of online brands is not only conducive to expanding new customers, but also conducive to retaining old customers. Although the spread of brand image should be carried out through the media, brand image is not a kind of hype, but is formed by constantly improving the quality of products and services, supplemented by appropriate image publicity. Therefore, the planning of network marketing plan should not only focus on improving brand awareness, but also improve brand reputation by improving the quality of products and services. By integrating and optimizing the elements of brand image, we can finally establish an online brand worthy of public trust.

Nine, return

The real value of network marketing is that it can bring short-term or long-term income and profits to enterprises. The pursuit of return is not only the driving force for the development of online marketing, but also the necessary condition for maintaining the relationship between online markets. In network marketing, enterprises should meet the needs of online customers and provide value to customers, but they cannot be servants. Therefore, the planning of network marketing plan must pay attention to the return of enterprises in network marketing so that network marketing activities can create value for customers and shareholders. In the process of managing customer relationship, enterprises must give priority to establishing stable relationships with important customers who create 75-80% and 20-30% profits of enterprises. Otherwise, most of the online marketing budget is spent on 80% customers who only create 20% profits, which is not only inefficient, but also a waste.

X. Resource integration

Network marketing is a systematic business activity that uses the network as a tool to manage the information flow, business flow, manufacturing flow, logistics, capital flow and service flow of marketing under the network environment. Although the Internet can enable enterprises to overcome information barriers and enter the global market, in the environment of accelerated adjustment of economic structure and increasingly fierce competition in the global market, the competition of enterprises is no longer limited to researching and developing the value of a product, a technology or a specific capital operation, but should be good at studying and comparing the opportunity cost and marginal income of a resource, thus increasing the value of enterprise capital. To achieve this goal, enterprises must take the commercial application of the network as a wedge machine, find business partners around the world, establish marketing strategic alliances, and shift from commodity management and their own asset management to social resource management. Listen to marketing planning agencies. com, make full use of the resource advantages around you, and build a brand service provider of online marketing. According to experts' statistics, for the same project, enterprises in the United States operate 160% on average with 28% capital, and enterprises in Southeast Asian countries operate 100% on average with 50% capital. The reason for this gap lies in that, on the one hand, the level and efficiency of China enterprises in managing internal resources need to be further improved; on the other hand, China enterprises are not good at absorbing and integrating external resources. Therefore, in the marketing competition in the network era, only those enterprises that are good at effectively allocating and reorganizing resources, that is, relying on knowledge, wisdom and a small amount of capital to integrate resources and assemble the market, can have the last laugh and the most beautiful smile. Of course, the integration of social resources with knowledge and wisdom must have two basic prerequisites: first, resources must be integrated according to market demand; Second, we should have a broad and sincere spirit of cooperation. Because market demand is the source of profit, and cooperation is a means to deal with fierce competition.

2022 Network Marketing Planning Scheme 5 I. Market Analysis

We mainly use the network as the main customer development channel, with physical stores as the auxiliary, to carry out online marketing. So our target customers are divided into two types. One kind is netizens, who have the habit of surfing the Internet and getting information through the Internet for online shopping. Married people with this feature are our main target customers, and the other is customers who come directly through stores and maintain and develop through the Internet. Through their online platform promotion activities, online booking and ordering can be realized through word of mouth. This is also in line with the characteristics of online marketing and word-of-mouth marketing, and it is more targeted.

Characteristics of main target customers:

Geography: mainly in _ _ and surrounding counties and cities, radiating the whole _ _ province.

Education: junior college, bachelor degree.

Gender: distinguish between men and women.

Office location: office building.

Consumption types: perceptual consumption, mixed fashion consumption.

Second, the purpose and business model

Objective: To implement comprehensive network marketing, develop services and win more customers.

We provide not only photos, but also a treasure and fashion; A positive and optimistic modern lifestyle.

Business model: btoc's business model, online brand promotion and potential customer development.

The website and the physical store are combined into one.

Third, product overview

Wedding photography service, costume rental, wedding dress sales, related product sales, clothing customization.

Fourth, the marketing website construction

Set the goal of the website accurately: be clear about what the website wants visitors to do on the website. Because the studio products probably have wedding photography services, wedding rentals and wedding sales. Our goals include online rental, online wedding dress sales, online photo booking, online customer registration, online customer consultation, online coupon download, online customer comments, online wedding dress fitting, in-store direct customer consultation and telephone consultation.

Five, network marketing personnel management and performance appraisal

Six, the network marketing effect detection and evaluation

Seven, marketing mix strategy

New product development strategy: according to the characteristics of network target customers, develop new services on the basis of existing products. Mainly analyze the advantages and disadvantages of competitors, and carry out targeted short-term product development.

Product pricing strategy: according to the characteristics of network target customers and the price of facade stores, different pricing strategies are formulated. Mainly divided into facade store price, membership price, online booking price and holiday promotion price.

1, according to different times and festivals, set the promotion price and the number of ceiling price concessions.

By setting different prices, attract unnecessary customers' attention, increase website traffic, and increase customers to the facade shop through the website. Opportunity. Give customers different and diverse choices.

2. With the help of the price of the facade store, customers who have no direct transaction with the customers who come to the store for consultation will be given preferential treatment as long as the customers make an appointment online within a specific time. The purpose is to improve the conversion rate of customers through the website platform.

3. Conduct membership marketing for customers, register as members online and enjoy preferential prices, so as to collect customer information. Accumulate a lot of customer information to facilitate customers' regular development. Divide members into different levels. Different members offer different prices and value-added services.

4. Make pricing according to the different online booking methods, make relevant price concessions for customers who book directly online, and go to the store for pricing after consulting online customers. Set different prices for customers who get information through the website and go directly to the store.

Various channel construction strategies:

1, experiential marketing: through the establishment of a stronger experiential website function, we can reflect the company's alienated products and unique services, and design a customer's wedding dress fitting function online, so that customers can choose to try on the wedding dress effect. You can also get a unique online experience, reflect the company's unique online service model, and establish a unique website function model.

2. Website itself: Enhance the marketing function and customer experience function of the website itself, so that customers can get more comprehensive information. A more complete and novel experience. Increase the time that customers stay on the website and the number of counterclaims. Through the website to increase customer trust, to achieve the role of customer word-of-mouth publicity.

3. Combine the physical store to promote the website platform, let the employees of the physical store promote the website to the customers who enter the store, let the customers visit the website, and promote the website platform and offline website with the help of existing print media, such as signboards, business cards, brochures and other tools.

4. Through the marketing strategy that the customer is a partner: establish a model recommended by the customer and give the customer a certain commission. Let customers become our partners and sales staff, and achieve the purpose of customer recommendation by establishing this model. Realize the management of customers with the help of network platform.

Promotion strategy: realize value-added promotion to customers with the help of internet multimedia, provide customers with electronic photo album production services, and combine with other products.

Eight, the choice of network marketing tools:

The foundation of network marketing is how to increase the traffic of the website and how to let more potential customers know about our website. This is the first step for us to develop online marketing. That is, the promotion of the website. Of course, the promotion of websites plays a very important role in online marketing.

Search engine promotion: mainly pay for network promotion and seo of network promotion. In the process of search engine promotion, the focus is mainly on the selection of keywords, so as to select keywords more accurately. Mainly focus on target customers, not blindly pursuing website traffic. The main work is in data research, and the keywords are put into optimization through data receipt.

Offline promotion: Promote websites with offline print media: traditional media such as business cards, logos and color pages.