Flower marketing plan book

Lead: With the continuous improvement of people's living standards, the continuous improvement of the quality of life and the pursuit of life. Flowers have become indispensable decorations in people's lives. The following is the content of the flower marketing plan book I compiled for you, hoping to help you!

I. Project background

All kinds of flowers say a thousand words, and every sentence says "beauty", especially now. With the continuous improvement of people's living standards, the pursuit of quality of life and life. Flowers have become indispensable decorations in people's lives! In recent years, flower consumption has become more and more popular. In addition to the beautiful appearance of flowers, it can also develop people's imagination and make people more subtle and tasteful when communicating with each other.

In this way, taking flower distribution as the market entry point, taking into account the long-term market share of the website and the short-term return rate of capital to seize the market and meet the theme of personal consumption, and taking flowers as the guide to drive other products, the market with the brand advantage of "Jade Bird Flower Shop of Geological University" can finally be formed. Is very feasible.

Second, the project strategy of the company

1. Provide distinctive, effective and smooth sales channels, and promote the great development of the flower market on the basis of providing products and services. Our Bluebird will be a lovely messenger, sending blessings and happiness to thousands of families. Create the best living environment for mankind

2. Company objectives

Based on the vast territory, serving Wuhan and radiating Central China. Build a first-class online flower shop company (Hi Box Network). The company will use one year to establish a certain popularity among Wuhan consumers 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 region is more than 3,000 people, which is representative. The pilot period is one and a half months. After the model is successful, it will be popularized in substation in the form of asp. After three to six months of operation, it will expand to the rest of the market.

Third, business environment and customer analysis.

1. Industry analysis

"Jade Bird Flower Shop of Geological University" website 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 colleges and universities in Hubei Province. Therefore, the tentative target consumer groups are mainly college students in Hubei Province, 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. The latest statistics show that there are about 6.5 million college students in China, which is a huge market, and considering that students will graduate in the future.

2. Analysis of survey results

The company focuses on the customer analysis of Wuhan college students, mainly using questionnaire survey (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) has obvious curiosity, has convergence in innovation, and listens 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 its own economic income, so generally choose varieties with lower prices but stronger romantic colors;

(3) College students have no fixed purchase pattern, and their purchase behavior is often random;

(4) 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 concentrated around Teachers' Day, Valentine's Day, Christmas and friends' birthdays.

3. Target customer analysis

College students generally don't ask about the price, but from the point of view of online orders, the price is mainly in the middle range. In 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 (I have been on the road for a long time), 2 1 (like) and so on. On Teachers' Day, flowers are often ordered according to the class size. General packaging tends to be high-grade and personalized, which requires higher quality of flowers, such as not fading.

2. Marketing strategy analysis

2. 1 brand strategy

At the beginning of website construction, we attached great importance to brand. On the brand packaging, the artist, based on detailed market research and bold prediction, adopts the design scheme of combining static and dynamic, carefully plans the visual image and text font, and strives for unique innovation.

2.2 Price strategy

Jade bird online flower shop strives for perfection in raw materials, packaging and service, and strives to give customers maximum enjoyment and psychological satisfaction. Take the price route and quality route simultaneously 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:

(1) Make a thank-you call or send an e-mail as a friendly reminder, and send an e-card when the customer has a major holiday.

(2) unconditionally accept customer returns and concentrate customer complaints.

(3) set up a consumer questionnaire, with gifts, to grasp the first-hand information of consumer demand.

④ Customers who order for the first time will get a vase with flowers and enjoy a preferential price, and enjoy the membership price after becoming a member.

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 repeat orders, just enter their names and other customer information will be automatically transferred to the system.

2.4 Channel construction

At present, online flower shops mainly establish business relations with first-class wholesalers. When choosing a wholesaler, we will generally examine its business performance, reputation, cooperative attitude, timely delivery, etc., and ask the wholesaler to have several marketing outlets in different areas of the same city to facilitate the university distributors to pick up flowers on the spot. Usually sign cooperation agreements with wholesalers to reach an agreement on issues such as price and product quality.

3. Online flower shop strategy implementation

1. Market scope selection: During the investment period, only the west campus of China Geo University, where the main website is located, will be selected as the pilot market. The market capacity of this region is more than 3,000 people, which is representative. The pilot period is one and a half months. After the model is successful, it is popularized in substation in the form of asp. First, it will be put into trial operation in the other seven substations that have been built, and then it will be extended to other markets after three to six months of operation.

2. Focus on promoting customers. The target audience is mainly students. They are interested in fashion and tend to lead the trend. For engineering students with strong logical thinking, we use the early audience to spread and achieve the publicity effect.

3. For on-site promotion, September 8 and September 9 are selected as the key promotion dates, before which leaflets will be distributed to the student dormitory.

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