Enterprise network marketing plan

With the development of Internet, network marketing has become the mainstream marketing mode in recent years. Doing a good job in network marketing planning can better contribute to the development of enterprises. The following is the "Enterprise Network Marketing Plan Book" I compiled for you, for reference only, and you are welcome to read it.

Enterprise network marketing planning (1) 1. 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 xx and surrounding counties and cities, radiating the whole province of xx.

Education: College and undergraduate.

Gender: distinguish between men and women.

Office location: office building.

Consumption types: perceptual consumption, mixed fashion consumption.

Second, the purpose and business model

Purpose: to implement comprehensive network marketing, develop services and strive for more customers;

We provide not only photos, but also a treasure and fashion; 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.

Verb (abbreviation of verb) 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.

Diversified channel construction strategy: mainly through the website as the main platform, combined with physical stores and our customers to build diversified channels.

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.

Sixth, the choice of online 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 xx for 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.

Enterprise Network Marketing Planning (II) I. Analysis of Network Marketing Environment

At present, the overall online marketing level of feed additive industry in China is still in the primary stage. The reason is that most enterprises do not have a systematic and strategic understanding of the online marketing project of feed additives and do a good job in the overall pre-planning of the project. Looking at the whole feed additive industry in China, the effect of online marketing of feed additive enterprises still has a lot of room for improvement.

Few people in China know Xiamen Meierji Biotechnology Co., Ltd., and of course they know little about its products.

In view of this main problem, we implement the network marketing plan, the most fundamental purpose is to publicize the enterprise online! Establish a brand-new website in a short time (about a month) and put it into use quickly. It will take one year to raise the popularity of the enterprise website to the forefront of the same industry in China, and finally improve the sales performance of the enterprise.

Strategic focus: focus on the network, supplemented by other relevant media for advertising and market expansion, in order to accurately locate products, highlight corporate image and product characteristics, and adopt differentiated online marketing competition strategies.

Second, the profit model of network marketing

(1) marketing objectives.

1, meaning of the project.

With the help of the network, quickly improve your company's brand awareness in the domestic feed industry, increase website traffic, thereby improving traffic conversion rate and promoting sales performance growth.

With the help of the network, we can quickly provide enough interested customers for recruitment agents.

Quickly obtain the customer information of the main purchasing companies of feed additives with the help of the network.

The final sales need to rely on offline.

2. holistic thinking.

Plan and establish a marketing website for purchasing customers and agent customers.

Based on the search engine, we should adopt two ways: bidding and xx to keep the network channels of the target group.

Assist to actively spread to the target group through industry websites, forums, groups and other related network circles.

3. Target customers.

Feed additive enterprises are at the upstream end of the feed industry chain, and the customers of feed additive enterprises are mostly feed production enterprises, large-scale breeding companies, large provincial and municipal distributors and small and medium-sized farmers.

4. product positioning.

Health care promotes growth, safety and environmental protection.

(2) Channel strategy.

In view of the fact that the online sales of feed additives in China are not ideal at present, and the online payment of feed additives is large, which requires high network security, most consumers still prefer to buy them through traditional methods. We will focus our strategy on establishing an official home page and promoting websites.

1, business process.

Website planning and construction-> Website promotion-> Target customers get information-> Visit the website-> Online or telephone consultation-> Offline interview-> Transaction-> After-sales service-> introduce

The network only provides initial communication for customers, screens customers, and at the same time successfully shortlists customers and obtains customer information. Offline interviews are more important.

2. Website content planning.

The website mainly consists of seven parts, namely: home page, company profile, product center, technology center, industry trends, customer service center and contact us.

Website home page-company profile, industry trends, product center and technology center.

Company profile-company profile, management introduction, organization chart, corporate culture (corporate strategy, business philosophy, honor recognition), contact information, links to various related websites, recruitment training (recruitment information, training, human resources email).

Product center-product features, product ingredients, product efficacy, price introduction.

Technical center-production equipment and technicians.

Industry trends-comprehensive finance, feed additive market, website announcement, industry topics, market analysis, professional comment customer service center-user registration and authority granting, echo column (consultation and answer), complaints and suggestions, general manager's email address, contact us.

Contact us-company name, company address, telephone number, fax number, email address and website address.

(3) 400 telephone application (to be filled in by your company).

400 telephone can enhance corporate image, improve advertising effect, increase trust, strengthen customer satisfaction and avoid the loss of customer resources. It is an upgraded version of 800 toll-free telephone and has become one of the necessary marketing tools for many enterprises and companies.

400 calls should be successfully applied before the website is completed.

Third, the website promotion strategy

Take targeted network communication and promotion.

Goal: let the industry spread all over the company's product information, and think of your company as soon as there is demand.

The main network promotion and communication strategies are as follows:

1、xx .

Xx bid, xx optimize natural ranking, xx know, xx post bar, xx encyclopedia, etc.

2. Industry websites.

Feed additives and related websites and community forums.

3. News portal.

Put news on portals such as xx, establish brand image and seize the entrance of xx home page.

4.B2B platform.

Promote on B2B platforms such as xx.

5. Other auxiliary equipment.

Do routine promotion through other forums, classified information and wholesale website platforms.