文档介绍：电子商务营销策划书
篇一:电子商务营销策划书参赛作品
温州大学
市场营销挑战大赛
彩乐鸟店营销推广策划书
策
划
书
主办:温州大学市场营销协会承办:参赛团队 XX 团队
时间:2 0 1 2 .1 0. 1 4
目录
第一部分产品
产品介绍·······················································1
产品定价·······················································3
产品定位·······················································4
第二部分市场
市场SWOT分析·················································5
市场潜力························································6
市场发展趋势····················································7
目标市场分析····················································8
第三部分营销
营销目标························································11
消费群体·······················································11
产品营销策略···················································12
店铺推广策略···················································13
第四部分风险
非经营类风险···················································15
财务风险及对策·················································15
法律风险及对策·················································16
物流风险及对策················································17
第五部分附件
团队介绍·······················································18
问卷调查·······················································19
第一部分:产品
1. 产品描述
①产品样式展示
②产品类别介绍:
本店推出独家的妈妈系列鞋子,具体有产品有:
Ⅰ、妈妈凉鞋【适合妈妈在炎热的夏天午后的散步以及平日的出行特
点凉爽,舒适】
点轻便美观】
Ⅱ、妈妈单鞋【适合妈妈在微凉的秋季穿着进行日常的出行以及采购特
Ⅲ、妈妈冬鞋【适合妈妈在冬季进行锻炼以及经行日常的行走特点保暖防滑】1
③产品质量
(1)中端品质:“彩乐鸟”品牌定位中端品质路线。每双鞋零售价平均在100-200元左右。虽然产品质量不能与国际名牌商品相提并论,但比起竞争对手的同等价位鞋子,我们依旧存在明显质量优势。质量要求做工精细,面料舒适,质量优等。
(2)高性价比:我们的鞋子价位合适,品质有保证,良好的性价比是品牌推广取胜的关键性策略。以下是我们店铺一些消费者购买“彩乐鸟”鞋子的顾客评价图,说明“彩乐鸟”品牌的品质。
2
2. 产品定价
①部分产品价位介绍
价格战是最易使用、也最易在短期内见效的战略。
根据我们的实际情况,现综合以下几种定价策略为我们的定价策略: Ⅰ、成本导向定价法:即以进货成本为依据,加上我们预期期望得到的利润并结合络平台的登录费、成交费来确定价格。
Ⅱ、需求导向定价法:在市场需求的定价方面,若假设市场需求为D,定价为P,成本为W,市场需求函数为D=a-bP,利润为S。则定价为P= 时实现利润最大化(详见附录2)。
Ⅲ、竞争导向定价法:即参考同等规模的店的各种鞋子的价格,同时综合考虑我们的设计费、物流费等定价。 3
②产品定价战略首先,根据“彩乐鸟”品牌的总体实力,要改变被动、落后的形势集中力量,
篇二:电子商务营销策略
目录
摘要1
一、络营销的概念1
二