运营推广营销方案策划书模板.docxVIP

运营推广营销方案策划书模板

目录

一、方案概述................................................3

1.1方案背景.............................................4

1.2方案目标.............................................4

1.3方案原则.............................................5

二、市场分析................................................6

三、产品分析................................................8

3.1产品特性.............................................9

3.2产品优势............................................10

3.3产品劣势............................................11

四、营销策略...............................................12

4.1营销目标............................................14

4.2营销组合策略（4P）....................................14

4.2.1产品策略........................................16

4.2.2价格策略........................................16

4.2.3渠道策略........................................17

4.2.4推广策略........................................19

五、推广渠道规划...........................................20

5.1线上渠道............................................20

5.1.1社交媒体........................................21

5.1.2内容营销........................................22

5.1.3搜索引擎优化....................................23

5.1.4网络广告........................................24

5.2线下渠道............................................25

5.2.1线下活动........................................25

5.2.2合作伙伴关系....................................26

六、内容营销规划...........................................28

6.1内容主题............................................29

6.2内容类型............................................30

6.3内容发布计划........................................31

七、活动策划...............................................33

7.1活动类型............................................34

7.2活动目标............................................35

7.3活动流程............................................36

7.4活动预算............................................36

八、数据分析与优化.........................................37

8.1数据监测指