Book marketing plan

The book marketing plan book 1 can also provide a convenient, cheap and efficient way for college students to buy books, promote cultural communication and help the country and schools cultivate outstanding talents, which has long-term social and economic benefits. Online bookstore has become an indispensable business strategy for modern traditional bookstores. At present, online bookstores have diversified business functions that can be realized on the Internet. It can be said that from the most basic functions of external communication and display, information release, online book display, online negotiation, online trading, online purchase, online customer service and online website management. Almost all the functions of traditional bookstores can operate efficiently electronically on the Internet.

The promotion of online bookstore is more difficult, and there are many factors to be considered, such as the demand analysis, overall planning, function and implementation scheme of online bookstore system, dissemination and promotion of online bookstore, software and hardware configuration for operating online bookstore system, management system and management mode of online bookstore, etc. The quality of online bookstores directly affects the actual effect and economic benefits of traditional bookstores on the Internet, which is not only a technical issue, but also involves management factors.

I. Current marketing situation

In China, everyone thinks that online marketing is a new online marketing model, which is a bit reluctant in view of the current situation in China and the quality and popularity of netizens. However, we should stand high and see far. In fact, there is still a lot of room for online marketing and great potential. Enterprises can greatly reduce investment and get quick results, which is the first choice for enterprises to do marketing.

Second, the market demand analysis

Feasibility analysis:

1, the competitive advantage of online bookstore with high quality and low price.

2. Online. Bookstores spread quickly.

The online bookstore faces 80 million customers.

Analysis of website design requirements

1. Establish a perfect product information display system.

2. Establish a corporate image of honest management.

3. Maintain the leading position in the market.

4. Attract more customers, provide short-term discounts, update information regularly, get to know customers, implement discounts, and engage in promotional activities.

5. Provide more effective services for existing customers.

6. Develop new business opportunities, such as various audio products, various software and hardware, learning CDs and so on.

7, establish a perfect online service system, realize the combination of online and offline.

Third, the promotion plan

1, brand building, establishment of bookstores and chain stores.

2. In addition to personnel promotion, non-personnel promotion includes advertising, public relations and business promotion.

3, search engine promotion

4. Release of commercial information platform: With global resources and various large-scale commercial platforms, the new products of our online bookstore will appear in front of our customers in a timely and effective manner.

5. Industry Links: Search the websites of some peers related to this website extensively on the Internet, and make industry links with them to increase the popularity of various industries.

6. Promotion of business software: Using online marketing business software, the information and product information of online bookstore in University Town will be released to the supply and demand platforms of major industries.

7. Use holidays and weekends to carry out campus publicity and recruitment activities to raise awareness.

8. Implement the membership system.

Fourth, network security management.

In view of the security risks on the Internet, in order to effectively prevent websites from being illegally invaded, ISP should strengthen the security management of websites. Network security management is mainly divided into four aspects:

1. Prevent unauthorized access.

2. Prevent leakage.

3. Prevent users from rejecting the management of the system.

4. Prevent the loss of system integrity.

Book Marketing Planning Volume II Scope of Activities: Teaching Aid Books

Activity time: August 20xx 18 20xx years1October 7 10.

Venue: Bookstore

Activity rules:

For the one-time purchase of teaching AIDS, 30 yuan will give 5 yuan a book coupon, 50 yuan a book coupon of 10 yuan, 20 yuan a book coupon of 100 yuan, and so on.

note:

1, the receipt of books and coupons is subject to the receipt, and the bills are not accumulated;

2. Book coupons must be used before 20xx65438+February 3 1;

Book coupons are very common in bookstores in this city.

Strategic plan:

1. Set the promotion time: it is usually arranged around specific holidays, and the stationery sold to students before and after the start of school is the best. It is mainly to consider factors such as the length of promotion time, and flexibly arrange the activity cycle according to the size of promotion expenses.

2. Formulate the promotion purpose: there must always be a goal in doing things, and the promotion must have the expected purpose. What kind of effect does terminal promotion want to achieve, is it to increase stationery sales or curb competitors? This point must be emphasized when making a plan.

3. Formulate the promotion theme: the theme is the key and core to be expressed in the promotion activities, which can effectively spread the promotion activities, and the theme should be concise, which can effectively attract consumers and facilitate publicity.

4. Develop promotion content: This is the core part of promotion. What is the specific content of this promotion activity and how to adopt it must be clearly described in the plan. In addition, what brand of products to promote must be reasonably matched according to the brands that students like. For example, you can choose Zhonghua brand for pencils, Casio for calculators, Broad for notebooks and Lepson for correction tapes.

5. Work out the implementation steps: such as the presentation of gifts and the promotion of POP, and make a detailed timetable and arrange the production cycle of small gifts so as to carry out promotional activities in time.

Do stationery promotion need to pay attention to four points:

1, the investigation is in place and the propaganda is misplaced;

2. The supply of goods should be prepared;

3. The venue is free from remote places with few tourists;

4. The time should be controlled within one week.

Book marketing plan 3 i. Network analysis

1, website traffic analysis

Installing a set of traffic statistics system can clearly judge the effect of all marketing methods of the website at present, and can also analyze:

(1), traffic route statistics

You can clearly count the year, month, day and passenger flow of the website through what channels. The effects of various promotion methods can be clearly judged.

(2), browse the page and entrance analysis

It can be judged which page in the website has been visited many times, and it can be analyzed from which page the passenger flow entered the website.

(3) Regional distribution of passenger flow

Clearly analyze the regional distribution of website visitors, and show the proportion of vagrants in each region with charts.

(4) Search engine and keyword analysis

Analyze the proportion of traffic brought by various search engines, and through search, we can analyze which keywords the passenger flow of the website has come.

(5), customer analysis

You can analyze information such as the operating system used by the client.

2. Website page analysis

(1), overall analysis of the main page

(2), page tag analysis

(3), hyperlink check

(4) Analysis of browsing speed

(5) Analysis of source code design

3. Website application technology and design analysis.

(1), and analyze whether the current technology is reasonable.

(2) Analyze whether the website structure is reasonable.

(3) Analyze whether the website design is friendly and readable.

4. Basic analysis of network marketing.

(1), keyword analysis

(2) Analysis of search engine registration.

(3) Search engine ranking analysis.

(4) Link exchange association.

(5) Analysis of the main methods of network marketing.

5, website operation analysis

(1), network investment analysis

(2) Analysis of website operation strategy.

Second, website optimization

1, website structure optimization

Website navigation and page layout optimization

2. Web tag optimization

TITIEL keyword tag, webpage introduction tag, picture annotation and other optimization.

3, web page weight loss compression

Special web page weight reduction compression software compresses the web page system to improve the speed of page traffic.

4. Hyperlink optimization

Hyperlink Structure, Hyperlink Annotation and Hyperlink Path Optimization

5, page content optimization

Adjust the content of the home page, optimize the layout, and make the content easier to read.

Third, website promotion.

After a comprehensive analysis of the website, we choose the network promotion method. Among many methods of network promotion, the most important one is search engine ranking. Because other methods are expensive and short-lived, they can bring you high-quality traffic for a long time after ranking well in search engines. 80% of the traffic of a website is brought by search engines.

1, search engine ranking

(1) keyword selection

(2) Search engine login

Including Google, Yahoo, MSN, etc.

(3), search engine ranking

Through the SEO technology we specialize in, we can optimize the website as a whole, make as many words rank in various search engines as possible, and improve the traffic of the website.

2. Exchange of related links

Exchange friendly links with related websites.

3. Online advertising

In the course of website operation, it is suggested to put some effective online advertisements.

We choose not to pursue many methods of website promotion, but to pursue the most effective method. For the general website, more than 80% of the traffic comes from the above network marketing channels.

Fourth, network marketing training.

It is better to teach people to fish than to teach them to fish. Through the network, we will train your network technicians, so that you can quickly master the secrets of network marketing and website operation, and your website can still maintain stable and sustainable development after we have laid a good marketing foundation for it.

1, network marketing training

Various methods and strategies of network marketing, as well as related details. Network marketing, the victory of details.

2. Website operation training

Running a website is a long-term job, and different ones actually need different strategies. We will tell you our experience without reservation.

3, network marketing consultant

During the contract period, you can consult us on various issues related to online marketing through various communication methods on the Internet.

Our goal is: let the network really help customers make money!

Website function:

1. Overall layout: Analyze the layout structure, main page structure, secondary page structure, page structure and related links of 30 classic websites.

2. The whole UI: interface design, analyzing the styles of 20 webpages, consulting the contents of learning color structure, and viewing at least 100 webpages with different styles.

3, website structure ability: can draw a website's overall structure, branch structure, sub-modules, and its related links and content in written form. It is required to draw the design structure, connection and relationship of two medium-sized websites.

Excellent: According to the external structure of the website, the external URL can analyze the website structure and know its design quality. Through the website structure, we can know how great its development prospect is.

Technical ability:

1, understand the influence of various technologies on the website platform, and know what kind of server platform should meet what standards. Knowledge of commonly used Internet systems, three platforms, windows, Linux, UNIX and their applications is required.

2. Understand the advantages and disadvantages of ASP, PHP and JSP, and know their applications.

3. Understand the application-level structure of three major databases, access, sqlserver and mysql, and the characteristics and structure of each data.

Excellent: Be clear about any website design, and be able to solve problems through external programs for any database.

Operational capacity:

1, to understand the price changes in the market, including the server price and the contents in the supply. Always pay attention to your own costs. Requirements: Understand the current server hosting price list, make a cost table and calculate the cost yourself.

2. Pay attention to the product structure. Keep an eye on your product structure and understand the sales channels and prices. And prepare to design new products. Requirements: List the products and services your website can provide and know what price you can sell.

3. Pay attention to customer needs, know who the largest customer base is, keep in touch with them, and do a good job in customer service. And look for new customers at any time to understand potential customers. Requirements: List your main customers and know where your main sales profits come from.

Excellent: I can skillfully explain the company's website business and its relationship with anyone. In the face of any customer, we can directly design suitable products and directly quote.

Strategic market ability:

1. Be familiar with how to closely integrate network capabilities with offline resources, and re-optimize cooperation with network and offline resources to generate new content. Requirements: Three new product or service activity modes have been designed and qualified. ()

2. Understand the common marketing and sales models, and know how to deliver information to customers in need at the lowest cost. Understand the content of integration and interactive marketing. Requirements, engage in two or three marketing activities, it is qualified. Training: Rich dad sells dogs.

3. Know where to appear and what kind of people to meet. Including three places, where there are customers, where there are peers and where there are business opportunities. What kind of people you meet varies according to your needs. Requirements: List three different actors in this field.

Excellent: know the whole market, know the situation of each opponent, and know your own company better than your own customers.

Team management ability

1. Know the people you lead and manage, their professional abilities and personality characteristics, and know what they are and what they can do. Requirements: Write everyone's resume, characteristics, analysis and cooperation.

2. Make a work plan, control and feedback, pay close attention to the implementation process, communicate with the team, and deal with problems at any time. Requirements: Write three work implementation plans to ensure the implementation of the two plans in the role of supervisor.

3. Maintain team vitality, pay attention to members' emotions at any time, know how to mediate when members' emotions fall into negative emotions, and create and maintain a pleasant working environment for everyone.

Excellent: able to manage anytime, anywhere, communicate anytime, anywhere, solve problems anytime, anywhere, understand the situation anytime, anywhere, and inspire inspiration anytime, anywhere.