first: template of online marketing plan

first part preface

description of the purpose and goal of the plan

second part market research and analysis

first, industry dynamic research and analysis

1. industry saturation

2. industry development prospect

3. country.

6. Other factors

2. Internal investigation and analysis of the enterprise

1. Financial status, financial expenditure structure

2. Production capacity, product quality and production level of the enterprise

3. Staff capacity and treatment, Incentive, assessment and training for employees (employee survey)

4. Investigation on enterprise planning, sales and execution ability (employee opinions)

5. Research on product categories: positioning, packaging, price, market target audience and competitive advantage (employee opinions)

3. Investigation and analysis of potential entrants

1.

2. Industry exit cost.

3. The threat to this enterprise after entry.

4. Threats to competitors.

iv. investigation and analysis of existing competitors.

1. financial status, financial expenditure structure.

2. Enterprise production capacity, product quality and aquatic products production.

3. Employee's ability and treatment, and the company's incentive, assessment and training for employees (employee survey).

4. Investigation on the planning, sales and execution capabilities of enterprises (employees' opinions).

5. Research on product categories: positioning, packaging, price, market target audience and competitive advantage (employee-customer opinions).

v. investigation and analysis of substitutes.

1. Substitute technology.

2. Consumer recognition.

3. Development trend.

VI. Investigation and analysis of complementary products.

1. Whether there are complementary products.

2. price of complementary products.

3. Requirements of complementary products for products.

4. the development trend of complementary products and their new requirements in the future.

VII. Investigation and analysis of raw material suppliers.

1. alternative suppliers.

2. Whether there are substitutes for raw materials.

3. bargaining power of suppliers.

4. How much we depend on it.

5. supplier's supply capacity.

VIII. Investigation and analysis of middlemen.

1. the nature of middlemen: distributors, dealers, agents (exclusive, general agent …)

2. the degree of dependence (concern) of middlemen on our products (relative value). The proportion of our products occupying his capital and the proportion of profits given to him ...

3. The support given by middlemen to our products (absolute value): distribution ability, financial strength, manpower ...

IX. Consumer research and analysis.

1. Background research of consumers: income, education, age, gender, family composition, race, work ...

2. Consumers' cognition and attitude towards products and competing products: quality, value, packaging, model, brand reputation, brand image and their cognitive differences.

3. Consumer's usage: purchase motivation, purchase amount, when to use it, how to use it, etc.

4. buy roles.

5. consumers' evaluation of existing marketing activities. Acceptance of advertisements, understanding of business promotion, etc.

Part III Formulation of Enterprise Strategy and Product Strategy

1. Formulation of Enterprise Strategy

2. Formulation of Product Strategy. (Provide principles or standards)

1. Products.

1) item: market positioning and target audience. (the exclusive product that combats competing products)

2) Packaging: the display is obvious and convenient, which is in line with product positioning and price

2. Price.

1) in line with corporate strategy? (long-term product/short-term investment)

2) Does it meet the product positioning?

① Profit-oriented/market share-oriented

② Different pricing strategies are adopted according to different product market positioning.

③ Keep a low-profit or even no-profit product, and its various market performances (such as packaging, publicity and complaint points) imitate the main competitors, so as to destroy its market and image.

3. channels.

1) general access. Dealer selection, management control, rebate, etc.

2) TEPCON. Because of the different product features and prices, we can choose those special channels so that its target customers can easily obtain the product.

3) New terminal development team.

4) direct sales team. For some special cases, such as the loss of dealers, the direct sales team temporarily makes up for the blank market.

5) customer database management. The customer information accumulated in the early marketing of the agent and the terminal development of the distributor itself shall be submitted to the company in written form through the agent in a timely manner. The company's management of these materials can avoid the loss of terminals caused by the loss of industry representatives and distributors.

4. Promotion.

1) advertising: complaint point

2) personnel promotion:

a) personnel training

b) personnel position definition

c) personnel assessment

d) personnel motivation

3) business promotion

a) customers. I stabilize the price of main products; Ii. brand promotion

b) retailers. Stabilize the price to ensure that the price can be restored after the promotion and the sales volume can be maintained; Or preemptively occupy the shelves in a short time

c) against middlemen. Minimizing short-term large-scale promotional activities will destroy the market and affect the terminal price system. On the other hand, dealers may not implement the terminal and intercept it, which will become their "gray income".

4) public relations. Event marketing: grasping the correct marketing events. Marketing events that are directly informed to consumers should include consumer interest points, and the information is directly and clearly informed to consumer interest points

Part IV Specific implementation & implementation (proposal)

1. Product design.

2. Price design.

iii. channel design.

iv. promotion design.

conclusion of the fifth part

second: e-commerce application

e-commerce is an increasingly important new concept in modern society. What is e-commerce, but there are different opinions in the industry. In essence, e-commerce is a new economic operation mode based on information network, which uses digital electronic means to exchange business data and conduct business activities, and conducts trade activities of goods and services in the electronic network environment. As a new model different from the traditional business model, e-commerce has developed rapidly. According to the estimation of WTO, the sales of e-commerce will reach 3 billion dollars in 2. American Deloitte Consulting Company predicts that the revenue of e-commerce in 22 will reach $1.1 trillion, 73 times that of $15 billion in 1997. It is also estimated that by 21, 1% of global commerce will be electronic, and the goods and services involved will reach 6 billion US dollars. From the analysis of the Asian market, IDC, an American inter-vehicle data company, predicts that the e-commerce on the Internet will increase by 1 times in 21, and the turnover will account for 42% of the total sales of various sales channels. E-commerce is an important factor to promote the arrival of the era of knowledge economy and a key link to connect information technology with traditional economy. With the rapid development of e-commerce, it is necessary to explore the opportunities and challenges that e-commerce brings to Chinese enterprises.

introduction to e-commerce

e-commerce originated in the United States. At present, the so-called e-commerce mainly refers to a business model based on the Internet, with both parties as the main body, electronic payment and settlement by banks as the means, and relying on customer data.

E-commerce can provide online marketing, service, transaction and management, and has various functions such as business organization and operation, information release, online ordering, online payment, online financial services, etc. It is an information-based business process. According to whether all e-commerce transactions are completed through the network, they can be divided into two categories: one is complete e-commerce, and the complete transaction process of goods or services, including goods delivery, can be realized on the network, such as purchasing software and obtaining information services; The other is incomplete e-commerce, where only some transactions are realized through the network, such as the transportation of tangible goods that can not be completed through the network. According to the classification of transaction subjects involved in e-commerce, it can be divided into three categories: the first category is Business to Customer, which is basically equivalent to electronic retail business. This type of e-commerce has the fastest development. At present, there are all kinds of virtual business centers on the Internet, providing all kinds of goods and services, such as flowers, books, computers, cars and so on. The second type of Business to Business means that businesses (companies) order and pay suppliers through the Internet. This type of e-commerce has a large transaction volume, and merchants can place orders and accept orders, contracts and other documents and payments through the Internet. The third type of business to government agencies, relatively speaking, this type of e-commerce still needs to be developed. At present, it is mainly adopted by government procurement business in developed countries. For example, the United States requires the federal government to adopt e-commerce for all foreign purchases from January 1, 1999. In October 1998, the British government published the report "E-commerce-British tax policy", which stipulated that 9% of daily goods purchases would be electronic in 2-21, and 25% of just businesses would be networked in 21.

there are various specific forms of p>aaaa e-commerce, but in its operation, it generally involves five directly related subjects: customers (merchants or consumers), merchants, Certificate Authority (CA), settlement institutions and communication willows. Communication institutions provide Internet network services, and transmit business information and data, even data goods, among the other four entities. Certification bodies are legally recognized authorities that do not directly benefit from e-commerce transactions. They are responsible for issuing electronic certificates to customers and merchants and managing them, so that all parties in online transactions can mutually confirm their identities and credit standing and maintain transaction security. Settlement institutions, including credit card companies and commercial banks, are institutions that provide online financial services to help merchants and customers realize electronic payment. To carry out e-commerce, merchants must not only obtain the relevant certification of CA, but also apply for a special commercial account that can be used for electronic fund receipts and payments at the settlement institution. After the content and conditions of the transaction are determined between the merchant and the customer, the transaction can only be carried out after the online transaction qualification of both parties is confirmed by CA. At the same time, the settlement institution transfers the corresponding transaction amount from the customer account to the merchant account through data information processing under the instruction of CA to complete electronic payment.

the development of e-commerce creates opportunities for enterprises

e-commerce promotes the wave of economic globalization and networking, and is the primary driving force for the development of the world economy in the next 25 years. As an economic operation mode, it originated from the commercial field, and its influence goes far beyond the commercial field. The development of e-commerce is triggering a revolution in business and management, changing the traditional business framework and promoting economic innovation. It is hailed as another profound revolution in the history of human social and economic development after the industrial revolution. For enterprises, the development of e-commerce creates excellent development opportunities for them.

First of all, e-commerce is the most advanced means to conduct business activities by using modern information networks. Once it is effectively combined with traditional industries, it can promote its rapid development.

1. create a huge market for enterprises and provide numerous and convenient business opportunities. The rapid development of aaaaInternet makes it another huge market after the traditional market. This market breaks through the boundaries between countries, connects customers and enterprises all over the world with brand-new advantages in time and space, and creates a huge market. This huge new market is mainly manifested as follows: first, it provides online browsing, product selection and new payment methods in digital currency; Second, create new products and services on the public network; Third, provide secure transmission of information on public networks. At the same time, the development of e-commerce first means the real arrival of the climax of information economy, which can bring together information resources scattered all over the country. In this market, the release, transmission, acquisition and processing of information become very fast, which in turn promotes the exponential growth of information, which provides enterprises with numerous and convenient business opportunities. It is predicted that in the next three years, the number of global Internet users will increase to 1 billion, and in the next 1 years, one third of the world's international trade will be completed in the form of internet trade. IDC's market research shows that business-to-business e-commerce market transactions will increase to $1,77 billion in 21 and $327 billion in 22. The huge market and unlimited business opportunities show the realistic and potential rich commercial profits of this market.

2. Promote enterprises to adopt advanced management mode and improve their competitiveness.

with the development of network, communication and information technology, the supply capacity and customer demand of modern commerce have changed, and information has become the most important strategic resource in the information age. Therefore, it is necessary for enterprises to adjust their organizational structure, use e-commerce methods and adopt advanced management models to fully obtain effective information, understand market demand, respond quickly and improve their competitiveness. To put it simply, enterprises can use Internet technology to set up an enterprise internal network Intetnet, which can promote the complete electronization and informatization of the overall business activities of enterprises and further promote the use and communication within enterprises. Enterprises can set up their own Web sites on the Internet, study the behavior of online consumers, locate online products, operate online stores, develop online virtual enterprises, carry out online marketing of enterprises and create online brands. When conditions permit, enterprises can expand their networks to suppliers or partners and build Extranet.

3. It can greatly improve the production and operation efficiency of enterprises.

E-commerce connects customers, vendors, suppliers and employees in a way of the largest public network, so that the supply and demand sides can exchange information in time, thus greatly promoting the economic activities of the supply and demand sides, reducing transaction costs and operating costs, and improving the production and operation efficiency of enterprises. For enterprises, using e-commerce can not only open up new markets and find new customers, but also ensure simpler and more efficient transactions and services with customers. And a series of enterprise business activities, such as filling in orders, issuing invoices, business statistics, short-,medium-and long-term business decisions, room support, etc., not only greatly reduce the business volume compared with traditional manual methods, but also timely process the business according to the data recording, processing, tracking and feedback, making the business process smoother and faster. It is predicted that in 22, e-commerce will save the business community $1.25 trillion every year.

secondly, e-commerce is the main application of emerging information technology.