年轻女性的服装网店运营策划书.docVIP

第 PAGE 3 页 网店运营策划书 专 业 网络营销 班 级 122071 姓 名 孙玉娟 学 号 指导教师 王丽娜  目录 1 网店概述····························································3 网店介绍·························································3 淘宝平台状况.····················································4 服装行业介绍·····················································4 网店建设·························································5 2 网店运营环境分析····················································7 2.1 宏观环境分析····················································7 2.2 微观环境分析····················································8 3 网店运营目标························································9 3.1 短期目标························································9 3.2 长期目标························································9 4 网店运营策划方案设计················································9 4.1 网店运营管理····················································9 4.2 网店网络营销····················································9 4.2.1 网络产品与服务策略·········································10 4.2.2 价格策略···················································11 4.2.3 渠道策略···················································12 4.2.4 促销策略···················································12 5 网店运营运算························································13 6 网店运营策划实施过程15 7 网店运营效果评估15 7.1 实施效果15 7.2 评估15 7.2.1 评估内容15 7.2.2 评估指标15 8 反思17 8.1 存在的问题·······················································17 8.2 对策与方法·······················································17 TOC \o 1-3 \h \z \u 1 网店概述 1.1网店介绍 婉婉美衣铺主要经营年轻女性的服装，是本着青春、时尚为主题的网店，针对现代年轻女性对服装款式及服装个性的追求。我们现在对商品采集和销售方面主要对象就以韩版服饰为主，现在的年轻人对质量要求不高，很多人的风格是要风度不要温度。所以我们的服饰采用的是中等质量，尽最大的努力去满足我们的顾客。 女装是最多时尚变换的领域，成熟、白领职业、高雅文化、时尚、富贵、个性、前卫、休闲、淑女等等多元化的时尚细分时代已经到来，女装市场具有广阔的发展空间，我的店铺在目标定位上，主要选取的是女士，年龄阶段在18-30岁之间。因为该年龄段的消费群体是服装消费的最主要的群体，是消费群体中服装购买频率最高，总体购买金额较多的群体。购买欲望强，追求流行、时尚、