网站策划营销范文.doc

网站策划营销范文 电子商务化妆品网络营销策划V5.0目录 1、网站建设的总体目标 2、网站建设的利益分析 3、网站的规模与别4.网站的主要目标客户群 5、网站建设的主要工作流程 6、估算项目所需的时间及人力资源 7、估算项目所需的经费 8、考虑网站建设中的其它可能问题网站建设的总体目标1.让更多的客户了解并记住我们公司的美容中心和产品，记住我们公司的网站，不断完善网站，在化妆品市场拥有更多的客户，提高市场分额，增加销售量，建设良好的客户关系管理系统，为消费者提供更好的服务。 1.与产品原料供应商合作；与宣传渠道合作；物流公司紧密合作；与支付宝业务管理方面进行合作。 企业建设电子商务网站的目的网站建设所采用的实施模式预期收益2.销售量增加30%，销售收入增加30%，知名度增加3倍以上。 网站建设的利益分析 1、有利于提高企业的市场竞争力高性价比、高质量；节假日开展促销；优质的售后服务 2、有利于提高企业的品牌知名度利用明星的影响力，加大宣传；适当举办公益活动；在网站首页及其子页面设立广告区。 3、有利于增加企业的业务销售量提供一流的产品和服务，新颖的广告和创意，设立招聘专栏，广纳贤才。 4、有利于提高产品服务的水平网站客服全天在线，100%正品，开通电话咨询热线。 5、有利于节约企业资源及成本简洁的设计，无需高额的门面和装修成本。 6、有利于简化业务联系实现物流一体化、物流专业化。 本网站的规模及类别规模 1、在五个月内完成电子商务网站的初期建设，实现化妆品的网上欣赏功能， 2、一年内完成电子商务网站建设的中期建设，实现化妆品的在线购买支付等功能 3、在三年内完成电子商务网站的后期建设，实现化妆品的购买评论，用户与客服的在线交流，个性化功能推荐。 类别 1、护肤品,彩妆,全身护理,香水,食品,套装礼盒,保健品,美妆工具。 六、项目所需时间及人力资源项目的时间周期分为3个阶段前期准备，中期发展，后期体验。 （大约共需一年的时间）我们将成立一个5个人左右的项目工作组来负责本项目的开发。 项目经理（1人）高级程序员（1人）HTML制作（1人）创意设计总监（1人）美工设计人员（1人）另外还需一些客服和推广人员 七、估算项目所需的经费一次性投入经费估算序号内容费用元1注册域名10002网站的设计50003网站的开发400004网站的测试和评价20005网站的宣传与推广30006硬件的购买100007软件的购买60000合计121000日常维护所需经费估算示例Aspiration SoftwareProprietar序号内容费用（元年）1域名年费7002主机托管年费50003网站的管理与维护3xx网站的使用情况评估1000合计9900网站程序的完善和和快快递递公公司司的的合合作作 八、网站建设中中其他可能的问题网网站站产产品品的的录录入入网上没有实体店的用户体验Proposal Development(Aspiration)1.Review finalRFP2.Finalize pliancematrix3.Draft questionsfor clarifications4.Storyboard production5.Write draftvolumes6.Reviews TacticalSample ComplianceMatrix PostSubmittal(Aspiration)1.Respond toClarification Requests(CRs)2.Respond toEvaluation Notices(ENs),3.Orals4.BAFOs5.Debrief6.Lessons learnedTactical TypicalProposal Volumes?Executive Summary-An Overviewof theteam&subcontractor arrangements.Summary ofhow SOWrequirements willbe met.Prepared byCapture Managerand seniormanagement?Management-Description ofmanagement approach,addressing performance,management,cost/schedule control,resources,subcontracting,and security.Program Managementand proposalexperience.Knowledge ofprogram andunderstanding oftechnical approach?Technical-Discussion onhow theofferor plansto satisfythe requirementsin theSOW.Appropriate technical and proposalexperience.In-depth knowledgeof clientenvironment andrequirements.?Resume-Resumes ofkey technicaland managementpersonnel expectedto providesignificant contributionsto theeffort.Identifying relevanteducation andwork experience,related to the RFP.Experience in the development of resumesfor proposals.Ability todevelop plianttemplates fromRFP andcoordination withall proposedstaff?Past PerformanceInformation-To determiechnicalandmanagement aeptability,contractor providedevidence ofsimilar scopetotheRFP SOWExperience withpast performancedevelopment for proposals.Understanding offirm capabilitiesor whereto acquireinfo.Ability todevelop plianttemplates andcoordinate withPMs ofother programs.Creation ofPast Performancethat directlydemonstrates ourability toaddress SOWrequirements?Cost Volume-Evaluated Costand CostRealism/Basis ofEstimate.Experience infirm aountingpolicies andprocedures.Experience indevelopmentofcost volumesforproposals.Detailed understanding of pricingmethodologies andability tocoordinate timelywith OSTsupport staff?Security VolumePass/Fail Preparedby/in conjunctionwith securitystaff(FSO).Proposal Development(Aspiration)1.Assess positioning/Gold Team2.Proposal Outline3.Draft executivesummary4.Identify solutions/Blue teams5.Proposal mockup/storyboards6.Pink team7.Draft questions8.Compliance matrix9.Executive summary1.Pricing update/Green Team2.Visuals3.Red team4.Revisions5.Second Red/Going Gold6.Proposal production7.Orals8.Win/Lose debriefSample OutlineColor TeamsQuick Glance(Aspiration)GOLD?Business potential?Positioning inmarket strategy?Capture strategyCompetitive AnalysisTeaming andSubcontractingMarketing Plan?Cost(Price andBid Strategy?Resources?Program risks?Dependencies?Schedules/milestones/review teamsBLUE?Assesses writingplan forpliance andresponsivenessCompliance matrixand proposaloutline?Outlines/StoryboardsTheme developmentand keypointsEarly developmentof graphicsfor incorporationin the proposal?Blue Team ReviewPreparedness ofproposal teamRED/PINK?Red TeamReview evaluatesusing thecriteria usedby the client?Scoring of the proposals plianceProposal PreparationInstructions(PPI)Evaluation Criteria,SpecificationStatement ofWork?Scoring of theproposals qualityOverall qualityand persuasivenessClarity ofsolutionSubstantiation of approachOverall coherenceand logical flow GREEN?Cost Proposalkickoff meeting?Green TeamReviewOutline andassignments-ComplianceCWBS structure-CredibilityPreparation schedule-Implementation ofpricing strategiesPricing strategy-Consistency withthe restof theproposal-Soundness andclarity ofthe estimatingrationale Pink Team/1st DraftReview(Aspiration)1.Takes placebetween Blueand RedTeam Reviews and istypically areview ofthe firstwritten draft2.PinkTeamfirst draftreview appliesprimarily toall thetechnical,management,past performanceand executivesummary portionsofaproposal a)Cost Volumeis nottypically included as part ofthePink/1st DraftReview butincludedas partofthe1st GreenTeamReview3.Primary emphasisis on:a)evolution ofthe storyb)pliance toRFP c)Prominence ofstrategies andthemes d)overall coherencee)logicalflowStory board/Mockup/Annotated Outline(Aspiration)1.“Builds up”from requirements2.Forces usto mirrorRFP3.Outline&ideas sentences4.Graphics ideas5.ID win themes6.Select sowhat/how so?7.Allows easymgmt review(Pink team)8.Makes the“writing”easy SampleStoryboard Issues(Aspiration)1.What arethe customers worryitems/hot buttons?2.What arekey programrequirements?3.What arethe areasof highrisk?4.What areareas wherewe cant meetrequirements?5.What issuesare notdirectly listedintheRFP?Source Selection(Government)1.Federal AcquisitionRegulations2.Source SelectionAuthoritySSA:Overall responsibility;makes decision3.Source SelectionAdvisory CouncilSSAC:Compares proposals;remends4.Source SelectionEvaluation BoardSSEB:Evaluates proposals;forbidden bylaw topare proposals;can onlyuse informationintheproposal5.Performance RiskAnalysis GroupPRAG:not alwaysused;evaluates past performance Scoring(Government)1.Submitted proposalare usuallyevaluated insections,usually byteams ofevaluators(so eachsection muststand alonein pliance)2.Scoring methodologiesa)Numerical(1-5,1-100,etc.)b)Color(Blue=Exceptional,Green=Aeptable,Yellow=Marginal,Red=Unaeptable)c)Adjectival(Pass/Fail=usually forsecurity;Outstanding,Excellent,Good?)3.Evaluating Costdata a)Cost realismb)Cost reasonablenessc)Cost pletenessd)Cost control/schedule Evaluation(Government)1.Structure ourresponse tomake iteasy tocheck offour proposalas pliant-everything isdone withthe evaluatorin mind2.Make iteasy toevaluate a)Use lists,tables andfigures b)Use proposalheadings andstructure thatmirror theRFP languagec)Use simple,straight forwardlanguage d)Dont omitinformation becauseyou thinkevaluators alreadyknow ite)Make sectionsstand alonef)Sell ideasusing features/benefits;dont oversellg)Answer theRFPdont rewritethe requirementseven ifyou knowtheresaproblem h)Write backwards(conclusion first,supporting factssecond)Technical&Mgmt Approach(Aspiration)1.Our solutionand approachmust be:a)Credible b)Perceived ashaving lowor aeptablerisk c)Understandable d)Competitively pricede)Claims aresubstantiated)f)Written forthe EvaluatorsDiscriminators(Aspiration)1.Separates AspirationSoftware frompetition a)What makesus uniqueb)“Shadow”or“Ghost”differences fromleading petitor?If petitionhas limitedexperience(but mightbe lowcost)show ourunderstandingofthe problem:“Mission requirementsdemand acadre ofexperienced,well-trained analysts.”2.Find whichones areimportant tothe client3.Positive orNegativeDeal withissues directlya)Positive:Weave throughouttech&cost b)Negative:Handled asmanaged,mitigated risk(show mitigationprocess andreduced riskas aresult)Past performance(Aspiration)1.Describes sameor similarwork weve done2.Provides reportcard feedback3.Not alwaysobjective4.Typical Requirements:a)Questionnaire b)Weighted c)Names,numbers,duration,problems d)Security incidents1.Site visits(Govt)2.Recent increasedemphasis onpastperformanceas amore significantfactor(go/no go)Risk Management(Aspiration)1.Identify therisks2.Assess(low,moderate,high)3.Categorize-technical,schedule,cost4.Determine causes5.Develop mitigationapproach6.Implement strategicmanagement approach7.Weave processthroughout theproposal(“Our deploymentschedule isreviewed andmanaged bythe RiskMitigation