A Case Study of Network Marketing Planning

Five cases of network marketing planning

In order to ensure the smooth development of things or work, we need to make a plan in advance, which is a written plan after comprehensively considering the factors related to things or problems. How to make a plan? The following is an orderly case about network marketing planning, for reference only. Let's have a look.

Network Marketing Planning Case 1 I. Overview

(1) Company Profile

Mickey is a worldwide children's brand with Mickey Mouse, Donald Duck, Pluto and other cartoon images as its design theme. It mainly produces and sells children's wear aged 4~ 14, mainly sportswear, mostly knitted fabrics, with bright colors and comfortable wearing. The pattern designs children's wear brands around the witty, brave, lively and kind Mickey and some interesting stories that happened around his good friends. The top ten children's wear brands in China are most popular with consumers, mainly sportswear, mostly knitted, brightly colored and comfortable to wear; The pattern revolves around some interesting stories about the resourceful, brave, lively and kind Mickey and his good friends, giving children an all-round fantastic feeling and becoming a leader in the children's world. Disney Mickey Mouse, an internationally renowned brand and well-known Mickey Mouse, has become an international brand with a high reputation all over the world since it was founded in _ _ _. Guangdong Yongjun Economic Development Co., Ltd. is one of the largest franchisees of Walter Disney (Shanghai) Co., Ltd. in China.

Yongjun has successfully interpreted Disney culture, created a number of commodity brands, and developed a number of projects such as leather goods, shoes, clothing, home and jewelry. And make leather goods (Mickey Store) the strongest leather goods chain store in China, covering nearly 2,000 Mickey Stores all over the country, which is favored by millions of fashion consumers aged 15-45.

Second, the market analysis

(A) target market analysis

Mickey's stores are all over the country, and the existing products have a huge market share. Serve 15-38 fashion consumers in the golden age. Disney Mickey Mini Car is famous all over the country, and its cute cartoon image makes people fondle it. According to the survey, there are more than 300 million children under 16 in China, accounting for about a quarter of the national population, not to mention the population aged 15-38, so the target market is broad.

(2) Industry status

With the rapid development of children's wear industry in China, the domestic market environment has quietly changed. Joining WTO has also created a broader market space for the development of children's wear industry in China. The children's wear market is becoming more and more mature, and the industrial environment of children's wear is also improving. At present, China children's wear industry is facing a comprehensive industrial upgrading. Statistics from the Statistical Information Center of China Textile Industry Association show that the output of children's wear in China has increased rapidly for three consecutive years.

Consumer analysis

Today's children are all treasures in the eyes of adults, and they will have everything they want. As long as it is something that children like, parents are generally responsive and hope that their children will be beautiful. Now the consumption level of children in our country is improving.

Third, the marketing objectives

Through the brand authorization of Disney series characters, and with the help of FMCG channels,

Expanding the China market and raising the public's awareness of the brand is the business model of Disney China.

According to Disney, Mickey is a well-known animation star, and many children are accompanied by Mickey in their growing memories. Mickey's cute big ears and signature movements left many good memories in the child's impression. Now, Disney's cartoon characters have begun to walk into life, into the children's world, and perform classic fairy tales with children.

Fourth, marketing strategy.

1. image+concept marketing method Mickey and Minnie are animated images in fairy tales or comics. Because of their unique image charm and rich childlike cultural background, it can be said that everyone in China children's wear industry knows the children's wear brand. In the sales ranking of children's wear market in China, Mickey topped the list for many times. By reading this well-known children's wear brand, which is particularly popular with children, the author found that Mickey's uniqueness lies in that it has created its own road to success with a marketing method of "image+concept".

Mickey is a worldwide children's brand with these cartoon characters as its design theme. It mainly produces and sells 4- 14-year-old children's wear, mainly sportswear, mostly knitted fabrics, with bright colors and comfortable wearing. This pattern is designed around some interesting stories, which happened around the witty, brave, lively and kind Mickey and his good friends. The colors are mainly red, yellow and blue, which are popular and lead the latest trend every year; Combined with shoes, bags, stationery, and other groceries, the combination of different colors gives children an all-round fantastic feeling and becomes a leader in the children's world.

Mickey Mouse, a happy and lovely cartoon image, first laid an "image" foundation in people's minds, and the merchants are based on the characteristics that children love cartoon images.

2. Rent "Mickey": Every year, Disney will invite the holder to participate in one or two exhibitions. Disney will rent space to realize one-stop shopping of the company's brand, and each licensor will pay a certain rent according to the occupied area. Bringing licensors together can really attract many consumers.

3. Channel strategy: In China, Disney's TV channels have been difficult to log in. Therefore, focusing on the development of consumer goods business has become its "curve saving the country" method. It is the operating mode of Disney China to authorize Disney series character brands, and then expand the China market with the help of FMCG channels to enhance the public's awareness of brands.

4. Sales channels: During holidays or peak seasons, Disney China Consumer Goods Department will personally establish cooperation with Wal-Mart, Carrefour, Tesco and other stores to guide and assist licensees to purchase retail channels. After the merger of licensees, everyone can get better access conditions.

Verb (abbreviation of verb) website design

Disney Children's Wear Network is the first brand of children's wear.

Mickey's children's clothing takes the animal image of Disneyland as the design theme. Disney Mickey's wonderful and fashionable design elements and innovative cultural capital have injected great vitality into the products, brought happiness to the children, and also brought the wonderful life of Disneyland to the children, which makes people fondle it.

Case of network marketing planning 21. General situation of the school

Competition in the same industry is fierce. The representative ones are erudite education and training, Ganzhou Xinhui Vocational School and Ganzhou Chinese English Church, which started late and are not well known. Keyword input in search engines cannot accurately input _ _, and the target population is relatively scattered and scattered.

Second, the trend of network marketing

Micro era, micro marketing. The rise of Weibo, (65.438 billion+96 billion) and WeChat (600 million users and 500 million domestic users) is enough to prove this point.

O2O grasps the changes of the times. A brand-new e-commerce model is playing a spring-like enthusiasm, and many enterprises are digging for gold here.

SNS community is popular, such as yy (the president of Duowan announced that the total number of YY users has exceeded 200 million). This platform gathers a large number of people who are eager to learn, and the high-end people gather relatively more, which is an innovation of the traditional teaching mode.

Instant chat tools are still the pioneers of the times. Mobile terminal is the biggest trend in the future.

Third, the determination of network platform.

Tencent (the eighth in the world and the first in China): QQ (divided into enterprises and individuals), QQ group, space, email, search, ask and share.

Baidu (10 in the world, 2 nd in China): know, experience, encyclopedia, post bar, index (for keyword selection), network disk.

Sina: Weibo, blogs, Sina Q&A, forums and advertisements.

Netease, Sohu and other portals (together with Tencent and Sina before, they are called the four major portals)

Tianya, Douban, Maopu and other well-known domestic forums, as well as related industry websites.

Made a localized national sex life website. For example, 58 City, People's Network, and Jiji Network.

Local (eighteen counties in southern Jiangxi) well-known websites. For example, Ganzhou Information Port, Ganzhou Forum and so on.

Major search engines. Such as Google, 360, sogou and other platforms.

Four. Determination of the progress of network promotion work

1. Register at least 5 mailboxes and associate them with enterprise mailboxes.

2. Register WeChat and Weibo in the name of a school or academic education consultant. It is required to update the content every day, which is novel and pragmatic.

3. Write soft articles at least once a week. Soft writing requires incisive and practical content, interspersed with information from your own school in a timely manner.

4. After all accounts are registered, no less than 20 educational information will be sent out every day (lasting two to three months).

5. Add relevant information about your school on the encyclopedia platform.

6. Add the information of your school on the well-known education websites to increase the overall collection.

7. release the outer chain.

8. Collect relevant personnel information on major websites. And pull it to the school QQ group.

9. Maintain daily interaction with potential students and teach relevant knowledge.

10, a market update of website content.

1 1, and create your own exclusive post bar.

Verb (short for verb) collects potential customers.

In fact, what I do every day, after the corresponding promotion in the early stage, should have a relatively higher number of views. At this time, it is necessary to collect customer information, such as customer's name, gender, marriage or not, telephone number, QQ, email address and intention intensity, and make corresponding forms.

Sixth, advertising.

1. When you start to register for various exams, you can look for potential customers on competitors' websites.

2. Focus on promoting the exam in your own QQ and QQ group.

The goal is to let potential customers make decisions in a short time.

7. Visit the school offline to discuss specific matters.

Eight, promotion objectives:

7 days related information entered the major websites and was successfully included.

/kloc-Receive consultation for at least 3 times in 0/5 days.

Received no less than 10 consultation within 30 days.

Network marketing planning case 3 Time is always slipping away, and 20 years are gradually leaving us. In order to carry out the work in an orderly manner within 20__ years, the following work plan is formulated:

I. Daily maintenance and update of the company's website

Update the background information and product pictures of the company's website in time, manage and update the content of the company's website, so that it is in a constantly updated state, and spend about an hour every day updating the keywords and product introductions of the products on the background of the company's website.

Second, network promotion.

1. Pay attention to the ranking of product information in Baidu, and register various B2B platforms, forums and post bars. When registering e-commerce website information, the content should be detailed, detailed company information and detailed product supply information.

2. Use well-known websites to publish our information and products, and expand the popularity of our products, such as good speakers, ready-made telephones, lamps, global economy and trade, global kitchen and bathroom, etc.

3. Due to different seasons, release products in a targeted manner.

1) From February to April, promotional items are mainly used, such as advertising pens, advertising sabers, capacity-repairing groups, key chains, storage bags, cups, ornaments, advertising mouse pads, seasoning bottles, etc.

2) From May to July, mainly advertising bottle screwdrivers, fans, picnic bags, picnic mats, beach leisure chairs, outdoor tableware, heatstroke prevention and cooling gift boxes, etc.

3) August-10 Lock Cup, fresh-keeping box, traveling tableware, vase ornaments, silk paintings, tempered glass bowls, etc.

165438+ 10 -65438+ next year 10, quilts, cashmere scarves, efficiency manuals, notebooks, fitness products, dry goods gift boxes, etc.

4) Post some special holiday posts.

4. Always pay attention to QQ trends, master the contents of customer consultation, answer customers' questions in a targeted manner, strive to develop and track potential customer resources online, communicate with online tools and telephones in time, and complete sales work.

Third, the management of Tianzhu software

1. Update the product content on gobbledygook software at any time and release new product information. Spend 1 hour every day to update the business opportunities (product keywords, product content, product title) on Tianshu software in time, and increase the business opportunities of new products in time.

2. The manual input of gobbledygook software takes one hour every day.

Fourth, product knowledge learning.

Product performance, use, etc. In order to better communicate with customers when answering the phone.

Network marketing planning case 4 (1), the implementation of internet marketing strategy;

A good development strategy is formulated, and then a feasible promotion plan is needed to ensure its implementation. We can follow the following steps:

Determine the responsible department, personnel, functions and marketing budget;

Network marketing belongs to marketing work, which is generally the responsibility of the marketing department and works under the leadership of the deputy general manager of marketing. Generally, a special department or working group should be set up, and its members are composed of network marketers and network technicians. Even if streamlining is considered at the beginning of the work, there must be someone who is in charge. The initial work of investigation, planning, coordination and organization is heavy, and it is difficult to ensure the completion of the work by taking part-time jobs.

The responsibilities of full-time network marketers should include:

(1) Synthesize the opinions of all departments of the company, formulate the website construction plan and take the lead in implementing the website construction.

(2) Daily maintenance, supervision and management of the website.

(3) The formulation and implementation of the website promotion plan.

(4) Online feedback information management.

(5) Independent network marketing activities.

(6) Implementing online marketing support for other departments of the company.

(7) Collect and manage online information resources to provide guidance for the application of the company's network resources.

We will make sure to save the internet marketing expenses as much as possible, but we still need to estimate the possible investment. Our marketing budget mainly comes from:

(1) personnel salary

(2) Hardware cost: such as adding computers.

(3) Software expenses: such as space rental, webpage production, webpage program development, database development, etc.

(4) Others: Internet access fees, network advertising fees, etc.

(2) Synthesize the opinions of various departments and build an interactive platform for websites.

As the main carrier of online marketing, the company website directly affects the level of online marketing. At the same time, the website is not only a marketing function, but also includes corporate image display, customer service, company management and cultural construction, cooperative enterprise communication and other functions. Only by collecting opinions from all aspects of the company can we gradually establish a website platform that meets the requirements.

When building a website, we should pay attention to the following functions:

(1) Rich in information: lack of information is a common problem of company websites;

(2) Moderate unity of aesthetics and practicality: giving priority to practicality and giving consideration to visual effects;

(3) Powerful functions: Only with corresponding functions can we meet the requirements of all departments of the company.

(4) the humanization of the website: from the customer's point of view rather than taking the enterprise as the center.

(5) Interactive function: strive to increase the opportunities for visitors to participate and realize online interaction.

(3) Develop and implement the website promotion plan.

Have a good website platform, and then implement website promotion. The process of website promotion is also the process of brand and product promotion.

The factors that should be considered when making a website promotion plan are:

(1) the range of potential users of our products;

(2) Identify the characteristics of end users, purchasing decision makers and purchasing influencers of our products, and their online habits;

(3) Who should be promoted mainly?

(4) How can it be promoted?

(5) Whether and how to use traditional media;

(6) What sales promotion methods do our competitors have?

(7) How to keep the publicity cost low.

The means we can use are:

(1) search engine login;

(2) link exchange between websites;

(3) establish mailing list and promote email;

(4) Publicity through online forums and bbs;

(5) Publicity through newsgroups;

(6) indicate the website address in the company's business card and other external materials;

(7) Increase website publicity for all external advertisements of the company;

(8) Make proper publicity with the help of traditional media.

Network Marketing Planning Case 5 Experimental Purpose

The purpose of this experiment is to make students master the theories, methods and skills of network marketing systematically by comparing with traditional marketing theories and methods, and initially have the basic ability of market investigation and analysis, network marketing plan planning and implementation under the network environment, and cultivate students' thinking and practical ability of network marketing plan planning.

Experimental contents and requirements

1. Understand the contents and principles of online marketing strategic plan;

2. Make the strategic plan of network marketing for the enterprise.

Experimental methods, steps and structural tests

1. Use search engine to investigate the steps and contents of online marketing strategic plan of online enterprises;

2. Set up an enterprise to investigate its competitors and target customers through the Internet;

3. Make an online marketing strategic plan for them by applying the theory learned and referring to the online survey results;

I. Overview of Nokia

Nokia is a global leader in the field of mobile communication and is committed to promoting the sustainable development of the wider mobile industry. Nokia is committed to providing mobile network operators and enterprise users with easy-to-use and innovative products, including mobile phones, images, games, media and solutions, thus enriching people's lives and improving their work efficiency. Nokia shares are listed in the five major securities markets around the world, with shareholders all over the world.

Second, the purpose of planning

With the development of science and technology and the improvement of communication ability, mobile phone is the most popular communication tool at present, and the competition in the mobile phone industry is becoming more and more fierce. We should create our own brand, occupy the market, increase the market share, and become the real Beidou in the mobile phone industry. We should make the mobile phone industry look like Nokia, update it and lead it.

Third, the marketing profile analysis:

(1) Nowadays, with the development of science and technology, the communication industry is becoming more and more developed, and mobile phones are becoming more and more popular. Nokia leads the mobile phone market. As the largest exporter in China's communication industry, Nokia has a good business philosophy and a huge business scale.

(2) Communication is developed, and all kinds of communication equipment have appeared. There is pressure to be motivated, and Nokia is also under great pressure. Motorola is an influential company in the mobile phone industry. If Nokia wants to take the top spot in the mobile phone industry, it should not only work hard in the real market, but also have a good business philosophy on the Internet. Due to the popularization of advanced technology and computers, the network is an indispensable part of our life. If you want to seize the market, you are indispensable.

(3) Environmental analysis: Since the reform and opening up, science and technology have developed rapidly and people's lives have generally improved. Mobile phones have become a symbol of the rich. It has become a mass consumer, and more and more people buy mobile phones. However, buyers are at all levels, so the mobile phone industry should not blindly produce mobile phones, but should do a good job in market positioning according to the surrounding environment and analyze what kind of mobile phones should be produced more and what kind of mobile phones should be produced less.

(IV) Corporate image analysis: With innovative technology, Nokia's position as a leading supplier of mobile communication systems, terminals and broadband network equipment in China has been continuously consolidated. Nokia is the largest exporter of mobile communication industry in China. China is also one of Nokia's important production and R&D bases in the world. Nokia has 6 R&D institutions and 4 production bases in China, with offices all over the country and more than 6,000 employees. With a good corporate image, Nokia's brand has been played out and won the recognition of the masses.

(5) Product analysis: People's consumption has gone up, and at the same time, their eyes have gone up, so if they want to seize the hearts of the public, they can't make a mobile phone, and Nokia has done it. There are many styles of Nokia mobile phones, such as Nokia N70, Nokia 6300 and so on. Each has its own fashion, and the products are updated quickly to keep up with the needs of consumers. There is always one you like!

(VI) Competition analysis: Although Nokia has a good business philosophy and strong strength, it cannot be ignored that the model and update speed of Motorola, a competitor in the industry, have brought great pressure to Nokia. At the same time, those brand-name machines have won the favor of some consumers because of their low prices. If Nokia wants to be invincible in the field of communication, it must always pay attention to its competitors.

(7) Consumer analysis: Consumers want to buy good and cheap goods, and they are interested in the quality and price of goods. Therefore, Nokia should proceed from reality and produce more mass mobile phones with good quality and acceptable prices to seize consumers.

Fourth, comprehensive market analysis.

(a) Opportunity and risk analysis:

The widespread use of mobile phones is a good opportunity for mobile phone manufacturers. As long as we seize this opportunity, we can get the ideal income, but at the same time, opportunities and risks coexist. We must produce mobile phones that meet the needs of the public and let the brand penetrate the hearts of the public, otherwise it will create opportunities for other manufacturers.

(2) Advantages and disadvantages analysis:

Nokia, as the largest exporter in China communication industry, has good advantages. In corporate strategy, we have fully grasped the trend of market and consumption, avoided the technical disadvantage of brand strategy, positioned the corporate brand image with superb humanistic appeal, subdivided the market at the same time, and implemented personalized brand promotion strategy in depth. However, Nokia's mobile music is still flawed, not as good as Motorola's, so Nokia still needs to update its mobile music. If you want to do it, you must do your best, and there must be no flaws.

Five, the goal of network marketing

(A) the establishment of network brand:

Nokia is a brand-name machine and has a strong brand position in the minds of consumers. At the same time, if Nokia wants to start a brand on the Internet, consumers can better understand Nokia through small advertisements on the webpage, so that Nokia's brand is no longer limited to reality, but coexists with the Internet.

(2) Promotion:

Nokia's sales have been high, but at the same time it needs to be further promoted in order to further increase its sales. Nokia can promote sales in various forms. Can take the form of prepaid phone bills, mobile phones can be sold at low prices or even free of charge, which can better promote their sales.

(3) Online sales:

Nowadays, mobile phone sales are mostly in the form of specialty stores. With advanced technology, the sales of mobile phones are no longer limited to specialty stores. With the internet coming into life, people can shop online through computers. Therefore, Nokia should seize the opportunity, seize the potential market of online shopping, and do a good job in Nokia's online sales.

Sixth, network marketing strategy.

(1) Positioning of target market:

Market segmentation is an important link in the marketing activities of accident enterprises. It is the basis for enterprises to understand the market and its competitive structure, and it is also the basis for enterprises to make market decisions. If an enterprise can't segment the market correctly, it can't make effective market decisions. When the market competition develops from the breadth of regional and economic coverage to the depth of demand structure (such as the current household appliances industry, telecommunications industry, and the upcoming retail industry, banking industry, insurance industry, etc.), the market also changes from tangible segmentation to intangible segmentation (abstract target market), so it is particularly important to use scientific market research methods to correctly segment the market. Especially after the market competition has entered a white-hot state, a correct understanding of the market competition pattern often becomes the key to defeating competitors. Kia should divide the market well and take care of every market segment. It can not only produce mobile phones that meet the consumption of high-consumption people, nor can it only produce mobile phones that are consumed by low-class people. It is necessary to grasp each market segment and set a good target market. Only by positioning the target market well can we better grasp the market.

(2) product and price positioning:

Consumers pursue fashion, and a single mobile phone cannot meet the needs of consumers. Therefore, Nokia should avoid this kind of production defect, not produce those single mobile phones, combine production with consumer demand, produce products that consumers like, and position their products well. At the same time, price positioning is also very important. We should give consideration to all levels of consumption, neither blindly produce high-end mobile phones, set the price very high, nor produce more low-end mobile phones just to take care of middle and low-end consumers. Price positioning is also very important in the marketing process and cannot be ignored.

(3) Channels and promotion strategies:

Nokia is committed to providing mobile network operators and enterprise users with easy-to-use and innovative products, including mobile phones, images, games, media and solutions; With innovative technology, Nokia's position as a leading supplier of mobile communication systems and terminals and broadband network equipment in China has been continuously consolidated.

Seven, the implementation strategy of network marketing plan

(a) the establishment of the website:

Nokia should build a good website so that consumers can clearly see what they want to see after entering the website. For example, the homepage of the website should clearly show the company profile of Nokia, as well as the introduction of new products and the latest development of Nokia mobile phones. Consumers can find the information they want through this website.

(B) the promotion of network marketing:

1. You can put some new models on it through floating advertisements on the webpage, so that consumers can see those floating advertisements online and better understand Nokia's mobile phone updates.

2. You can also send the latest news of Nokia to those registered users by email. They can keep abreast of the latest developments of Nokia.