Teachers' curriculum
A beauty net wins the world-lecture: Liu Dongming (2 days, 20 class hours)
First, follow the trend: the evolutionary theory of cosmetics marketing
1, there is a broad market for women's products.
2. Ten trends of cosmetics marketing development
3. Prospect of cosmetics online marketing
1) When an enterprise encounters a network,
2) Marketing Darwinism
3) The trend of traditional enterprise network marketing
Two. Ming Dow: President of internet marketing strategy.
1. Overview of traditional enterprise e-commerce and network marketing business models
2. The traditional enterprise network marketing strategy takes three steps.
3. How do traditional enterprises introduce network marketing system?
Third, superb skills: network marketing tactics.
(A) Cosmetic brand building
1, positioning, make your products outstanding.
2, sharp knife product refining
3. Brand house construction
(B) marketing website seven-star plum blossom pile, to create a net win base.
1, the website occupies the homepage of Baidu! Seo's Friendly Performance to Search Engines
2. Make consumers fall in love with your website! Full content support
3. Beautiful face attracts your customers! Visual visual design
4, the four major experiences are cool! Usability and ease of use
A. speed experience; B. operating experience; C. result experience; D. Experience of trust
5, the website can talk and reach ten salesmen! Community communication function
6. Control website investment and return monitoring Comprehensive website monitoring and analysis.
7. Make the website world famous! Promotion promotes the cracking of the lonely castle effect of websites.
(C) the spectrum of online marketing weapons
(1) eighteen weapons of network marketing
1, free marketing lunch-blog marketing
2, QQ chat generates millions of orders-IM marketing
3. Let more people know me and find me-forum marketing
4, 15 days, a small link brings 2.3 million traffic-virus marketing.
How to achieve the sales of 53,000 million yuan-B2B marketing
6. Talking about the history of revolutionaries-brand story marketing
7, PP pig comics 1 100 million click! Free! -Comic marketing
How is the $86,500 Dell scarf made-Weibo Marketing
9, how to deal with malicious negative online-network crisis public relations?
10, let CCTV in the network industry open the way for you-news/soft text marketing
1 1, like Xidan girl in the Spring Festival Evening-event marketing
12, how to cooperate with traditional activities and network activities-event marketing
13, learn from Internet President Obama-CEO Marketing
14, The Weapon Spectrum of Network Integrated Marketing The First Virtual World Book Promotion Conference in China-Virtual World Marketing
15, how to occupy consumers' computer desktops for a long time-widget marketing
16, Free Practice in corporate brochure-E-Magazine Marketing
17, circle beauty consumers-SNS marketing
18, you can get on TV for free! -Video marketing
(2) Mysterious hidden weapon package
RSS subscription/email marketing/directory website platform: website navigation, enterprise yellow pages promotion, classified websites, supply and demand information release, second-hand websites/industry websites/question and answer marketing/top guest website promotion /B2B, B2C website promotion/Witkey platform/Digging platform/shopping search, shopping comparison, bundling, etc. /Favorites/Signature Promotion/Alliance Platform.
(D) Internal strength of network marketing 1, 2, 3, 4, 5
1, Avenue to Jane, ten thousand boxes unified.
2. Internet marketing, are you good enough?
3. Golden Triangle
4. The 4I principle of network marketing
5. Five strokes win the world
Fourth, He Zhong: Liang Jian wins the team!
1. Planning: Architecture design of enterprise network marketing department.
2. Recruitment: Ten basic principles for online marketers to inspect.
3. Management: Catch-22 of online marketing team.
4. Training: Make a good teacher.
5. Assessment: How to implement performance assessment?
6. Retention: How to make the network marketing elite follow around?
B. How cosmetics "electrify" all sentient beings —— Lecture: Huang Xiaodong, CEO of Film Home (4 class hours in half a day)
First, build a team and occupy the mountain.
E-commerce is a channel and must have its own positioning.
Avoid being big and complete, but focus on being small and refined.
Only sharp, there is penetration.
Second, choosing the right platform is the starting point of marketing.
1, Taobao, clap
2.JD.COM, Zhuoyue, Vipshop, Dangdang, etc.
3. Group purchase (handle, Meituan)
Third, the essence of online marketing is visual merchandising.
1, product picture
2. Product text
3. Web design
4. Advertising creativity
Fourth, the operating system is the guarantee for winning thousands of miles away.
1, logistics management system
2. After-sales service system
3. membership management system
4. Inventory management system, etc.
The key to success in the future is to constantly create a surprise shopping experience for customers.
Word of mouth+product+service = value
(2) Practical investigation (4 hours)
An empirical investigation of well-known cosmetics e-commerce enterprises
Inspection suggestion: (1) Guangzhou Yuemu Cosmetics Co., Ltd. "Membrane Shi Jia" brand operation center.
(2) Balincan beauty bodycare international chain organization
Online shopping, group buying platform docking fair Dream Mall, Dream Bazaar, Handan. Com, Ailituan. Com, love help. Com, make up point ...
(3) Case study
E-commerce high-end salon dialogue (evening self-study)
Topic 1: How to use the Internet to attract investment?
Topic 2: How to "electrify" all beings?
Topic 3: How to build 100% brand (online brand 50 points+offline brand 50 points)