天猫店铺年度运营方案.pdfVIP

目录 第1 章 男装天猫店铺年度运营方案·······················································1 1.1 男装天猫店铺年度运营方案······························································1 1.1.1 年度目标·················································································1 1.1.2 年度运营核心规划 ····································································1 1.1.3 市场分析·················································································1 1.1.4 市场定位·················································································2 1.1.5 店铺全年营销目标分解及全年运营节奏·········································3 1.2 具体执行方案 ················································································4 1.2.1 第一阶段(4-6 月)单品爆款打造期··················································4 1.2.2 第二阶段(7-9 月)全店爆款打造期··················································6 1.2.3 第三阶段（10-12 月）店铺品牌运营期···········································6 1.2.4 第四阶段（1-3 月份）会员粉丝营销运营期 ····································7 1 第1章 男装天猫店铺年度运营方案 1.1 男装天猫店铺年度运营方案 1.1.1 年度目标 1 丶天猫店年度销售额目标1000 万/年，年度推广成本控制在20% 以内，毛利50% 以上， 转化率2%-4%左右，复购率30%左右。 2 丶运营体系流程清晰丶团队磨合稳定，打造营销型运营团队，KPI 考核合理。 1.1.2 年度运营核心规划 1 丶运营思路:天猫+整合流量渠道+会员营销+ 品牌营销+爆款打造+ 明星代言策划 2 丶全年各阶段的运营规划和计划丶目标与成本控制预算，运营团队磨合与稳定，任务 落实到人，岗位工作流程标准化S0P 规范制定，KPI 考核机制及核心指标确定，客服体系， 营销推广资源共享与分工 3 丶产品定位丶风格定位丶拍摄图片丶天猫上新，详情页制作，店铺管理与内功丶装修 与视觉营销，策划文案 4 丶店铺推广引流主抓直通车丶钻展丶淘宝客，店内关联搭配与套餐优化 5 丶活动策划丶大促策划比如明星代言活动及双十一丶双十二大促活动等。 6 丶社交媒体的运营，微信丶微博的日常运营与推广 7 丶会员多层级与积分制方案，会员关怀，用户体验提升，老客户优惠活动 8 丶日常维护管理丶网店优化，数据监控分析来调整运营方向（店铺丶行业丶用户丶活 动数据等） 9 丶团队统筹协作与部门沟通协调，供应链的管理梳理（产品丶市场丶仓储丶物流等） 1.1.3 市场分析 公司的微信主要发布一些关于潮流时尚资讯，最近发生的重大事件，有关珠宝的方面的 知识及促销信息的发布。每天给粉丝发送一条，每条内容在2 屏之内，要求图文并茂。 1