电商营销推广方案范文.docxVIP

电商营销推广方案范文

目录

一、内容概要................................................3

1.1背景分析.............................................3

1.2研究目的与意义.......................................4

1.3方案适用范围.........................................5

二、市场调研................................................5

2.1目标市场概述.........................................6

2.2竞争对手分析.........................................7

2.3消费者行为研究.......................................8

2.4市场趋势预测........................................10

三、产品策略...............................................11

3.1产品定位............................................12

3.2产品线规划..........................................12

3.3产品创新方向........................................13

四、价格策略...............................................15

4.1定价原则............................................16

4.2价格体系构建........................................17

4.3价格促销策略........................................18

五、渠道策略...............................................20

5.1线上渠道建设........................................21

5.1.1自有电商平台....................................22

5.1.2合作电商平台....................................24

5.2线下渠道拓展........................................25

5.2.1实体店铺........................................27

5.2.2物流配送........................................28

六、促销策略...............................................29

6.1平面广告设计........................................30

6.2社交媒体营销........................................32

6.3线上活动策划........................................32

6.4线下活动组织........................................34

七、品牌建设...............................................35

7.1品牌形象设计........................................36

7.2品牌故事传播........................................37

7.3品牌价值提升........................................39

八、营销团队建设与管理.....................................40

8.1团队结构设计........................................42

8.2人员招聘与培训....................................