2010年电子渠道项目年度运营思路（2010 annual operation thinking of electronic channel project）

2010年电子渠道项目年度运营思路（2010ANNUALOPERATIONTHINKINGOFELECTRONICCHANNELPROJECT）PPTDOCUMENTSMAYEXPERIENCEPOORBROWSINGONTHEWAPSIDEITISRECOMMENDEDTHATYOUSELECTTXTFIRSTORDOWNLOADTHESOURCEFILETOTHELOCALMACHINEANNUALOPERATIONPLANOFELECTRONICCHANNELCATALOG1234PROJECTOVERVIEW,PROJECTPOSITIONINGANDOPERATIONIDEAS,PROJECTOPERATIONOBJECTIVESANDOPERATIONPLAN,OPERATIONSUPPORTTEAMPROJECTOVERVIEWFOSHANMOBILE0709INTHEPROVINCEUNIFIEDPLANNINGCOMPANY,THEBUSINESSSECTORPORTALSGETPOSITIVEAPPLICATIONS,09YEARSACCORDINGTOTHEINTERNETMARKETINGCASE,ANDCUSTOMERCHARACTERISTICS,CARRYINGMORETHAN30LINEMARKETMARKETINGACTIVITIESACCORDINGTOTHEPROVINCIALMARKETFOR10YEARS,THEOVERALLIDEAOFELECTRONICCHANNELDEVELOPMENTCONTINUETOADHERETOTHEEFFECTIVENESSOFTHECENTERTOCARRYOUTITSOWNCHANNELSOFDEEPOPERATIONS,FROMTHE“SERVICEORIENTED“TO“SALESORIENTED“VALUECHANNELTRANSFORMATIONTHEOPERATIONTEAMEXPANDSTHECARRYINGRANGEOFKEYVALUEBUSINESSOFELECTRONICCHANNELSALES,INNOVATIVEAPPLICATIONOFINTERNETEXPANSIONMEANS,ENHANCETHEABILITYOFELECTRONICCHANNELMARKETING,ANDSTRENGTHENTHECLOSEDLOOPMANAGEMENTABILITYOFTHEWHOLEPROCESSOFELECTRONICCHANNELSALES“GUIDECUSTOMERSTOBUYMOREREVENUESERVICESTHROUGHELECTRONICCHANNELS“,FURTHERENHANCETHEVALUEOFCHANNELMARKETINGOVERALLPROJECTOBJECTIVECATALOG1234PROJECTOVERVIEW,PROJECTPOSITIONINGANDOPERATIONIDEAS,PROJECTOPERATIONOBJECTIVESANDOPERATIONPLAN,OPERATIONSUPPORTTEAMPROJECTORIENTATIONCREATEELECTRONICCHANNELSTOTHECUSTOMERASTHECENTER,GRADUALLYGUIDECUSTOMERSTOBUYMOREINCOMEBUSINESSTHROUGHELECTRONICCHANNELS,ITSOWNCHANNELSTOFURTHERENHANCETHEEFFICIENCYANDDEPTHOFOPERATIONABILITY,INCREASEMARKETSALESEFFORTS,TOPROMOTEITSOWNCHANNELVALUECHANNELFROM“SERVICEORIENTED“TO“SALESORIENTED“TRANSFORMATIONSTRENGTHENTHEPORTALWEBSITEASTHECORE,THECUSTOMERCENTEREDINTEGRATEDOPERATIONABILITY,STRENGTHENTHEELECTRONICCHANNELCLOSEDLOOPMANAGEMENTANDINNOVATIVEAPPLICATIONEXPANDINGTHECARRYINGRANGEOFELECTRONICCHANNELSALESBUSINESSPAYEQUALATTENTIONTOSERVICEMARKETINGANDPROMOTEELECTRONICCHANNELMARKETINGPROJECTOPERATIONIDEAACCURATEMARKETINGOFWEB20MARKETINGSYSTEMBASEDONCUSTOMERCENTEREDACENTERCUSTOMERCENTRICTHREEOBJECTIVESTHESALESOFG3TERMINALS,IMPROVESALESABILITYANDACHIEVECUSTOMERPORTALSHUNTTARGETTHREEUPGRADEACTIVEAWARENESSANDLOYALTYFOURUSERGUIDE,USERRELATIONSHIP,ACTIVEUSERS,USERCOMMUNICATIONCUSTOMERDIVERSIONG3TERMINALCUSTOMERPORTALSITEUSERCOMMUNICATIONPROJECTEXECUTIONIDEAROUTINEMARKETINGMEANS40,0YUANPURCHASE,PREEXISTINGGIFT,ONLINEBANKINGRECHARGEPREFERENTIAL,BUSINESSTOSENDCALLSANDOTHERWAYSTOCOMPLETETHEBASICINDICATORSFOSHANMOBILETAOBAOFLAGSHIPSTORE30FOSHANMOBILE,GUANGZHOUBAOANDTAOBAOCOMBINATION,COOPERATIONANDWINWIN,FOSHANMOBILEFLAGSHIPSTOREINTAOBAOBYTHIRDPARTYPARTNERS,THESALEOFG3BUSINESSSPIKEG310THROUGHTHEPORTALSITE,TAOBAOFLAGSHIPSTORETOCARRYOUTSPIKEACTIVITIES,ENHANCEG3BUSINESSSALESCAPABILITIES,SUCHASG3MOBILEPHONE,INFORMATIONMACHINEANDBUSINESSASSESSMENTINDEX20G3GROUPBUYS,IMPLEMENTSANDEXECUTESGROUPPURCHASEDATATHROUGHPLANNING,INITIATINGANDRECRUITINGG3BUSINESSGROUPBUYINGACTIVITIESTOMEETCUSTOMERNEEDSANDEXPANDSALESCAPACITYANDPERFORMANCEOFELECTRONICCHANNELSPOWERFULCOMBINATION,MULTIPRONGEDAPPROACHWWWTHEMEGALLERYCOMCYCLEDIAGRAMDIAGRAMCATALOG1234PROJECTOVERVIEW,PROJECTPOSITIONINGANDOPERATIONIDEAS,PROJECTOPERATIONOBJECTIVESANDOPERATIONPLAN,OPERATIONSUPPORTTEAMOPERATIONALOBJECTIVESOFTHESECONDHALFOFTHEPROJECTINDICATORSTHEINDICATORSAREMONTHLYINDICATORS,TOCOMPLETETHETARGETBYTHEENDOF2010THEDEFINITIONOFTHEINDEXTWOINDEXG3INFORMATIONMACHINEG3TERMINALSITESTOREDACCOUNTEDFORANNUALINDEXATTHEENDOFTHE8500150010QUARTER3525ANNUALCUMULATIVEANNUALINDEX10000TWOQUARTEROFTHETHREEQUARTERREACHED250TOTAL256818SELFHELPWEBSITE2TOTAL21MILLION350THOUSANDWEBSITES888SELFHELP1247TOTAL2500INFORMATIONMACHINE2125TERMINAL375FOURQUARTERREACHEDTOTAL7250INFORMATIONMACHINE6162TERMINAL1088UPGRADERATIO3900THEG3CLIENTISEASYTOBUYNETWORKMARKETINGAG3INFORMATIONTERMINALMACHINE,THENUMBEROFCUSTOMERSTHESAMESTOREDPROGRAM,WEBSITEFORVOLUMEANDPHYSICALCHANNELSFORACCOUNTEDFORMORETHANTHESAMESTOREDPROGRAM,SELFSERVICETERMINALMANAGEMENTANDCHANNELMANAGEMENTENTITIESACCOUNTEDFORMORETHANTHETOTALPAYMENTUNIONPAYPORTALRETENTIONRATIO30SELFSERVICETERMINALACCOUNTSFORTHEPROPORTIONOFWEBSITEPAYMENTTOTAL35CHALLENGE4040100012YUAN30MILLIONYUANELECTRONICPAYMENTVALUE10000SELFSERVICEEQUIPMENTTOTALPAYMENTINCLUDINGSELFSERVICETERMINAL/POS/CELLPHONEPAYMENTSELFSERVICEEQUIPMENTPAYMENTTWOTHOUSANDTOTAL2500TOTAL3000WEBSITE834WEBSITE1000SELFHELP1666SELFHELP200041OPERATIONALOBJECTIVESOFTHESECONDHALFOFTHEPROJECTINDICATORSTHEINDICATORSAREMONTHLYINDICATORS,TOCOMPLETETHETARGETBYTHEENDOF2010THEDEFINITIONOFTHEINDEXTWOINDICATORSWEBSITEWAPANNUALINDEXANNUALINDEXREACHEDTHREETWOQUARTERQUARTERREACHED45395635031088101214843THOUSANDAND12238353DECEMBER25TOTAL493YEARCUMULATIVEWANQUANWEBSITE56110WAP403971416SHORTHALLTHECHANNELINTERSECTION9HIGHESTSINGLEMONTH75WEBSITE40WAP35INTHEFOURQUARTERREACHEDTHEHIGHESTSINGLEMONTH84WEBSITE45TOIMPROVETHEPROPORTIONOFWAP39THATMONTH,LOGINWEBSITE,INTERNETACTIVECUSTOMERWAPSERVICEHALLMORETHANONETIMESTOTHENUMBEROFHEAVYCUSTOMERS58CALLAWEBSITELASTMONTHTHISMONTHTOCALL10086ARTIFICIALDIVERSION,ARTIFICIAL1WAPSHUNTORNODIALSHUNTCUSTOMERSACCOUNTEDFORARTIFICIAL,ANDTHEINTELLIGENTKNOWLEDGEBASESHUNTUSEDELECTRONICCHANNELS10086000OFTHENUMBEROFCUSTOMERSOVER10086PEOPLELASTMONTH/CALLTHESELFSERVICETERMINAL10086000THENUMBEROFCUSTOMERSFORBUSINESSDATATHEAMOUNTOFBUSINESSDATATHROUGHTHEPORTAL,WAP,SMSEXCLUDINGAGENCYMILLIONWILLBEFULLCHANNELS,AGENTSANDOTHERDATAINTERFACEWEBSITEWAPSMS27273182123TARGETMARKETANALYSISHOMEMARKETTHEMAINCHARACTERISTICSOFTHEFAMILYMARKETAREDIFFERENTBUSINESSNEEDS,THATIS,DIFFERENTFAMILIES,THESAMEFAMILYMEMBERSHAVEDIFFERENTNEEDSFORBUSINESSPERSONALIZEDNEEDSOFTHEFAMILYPAYATTENTIONTOSERVICEORIENTEDMARKETING,BOTHTOMEETTHECOMMONNEEDSOFTHEBUSINESS,THEREAREOTHERPERSONALIZEDBUSINESSCANCHOOSEPRODUCTSTRATEGY“INTEGRATEDMARKETINGPACKAGE,WHICHPROVIDESASTANDARDIZEDBUSINESS“PACKAGE“PERSONALIZEDSERVICE,FOCUSONDIFFERENTLEVELSOFFAMILYNEEDSPACKAGINGSTYLESANDCOMBINATIONOF“PACKAGE“PRODUCTSTOMEETTHEDIFFERENTNEEDSCOMBINATIONOFG3MOBILEPHONE,G3INFORMATIONMACHINEDATASERVICEGROUPMARKETTOACHIEVETHEOVERALLNEEDSOFTHEGROUP,TOBROADENTHECHANNELSOFCOMMUNICATIONWITHTHEOUTSIDEWORLDGROUPPRODUCTS,FORTHEMTOMEETTHENECESSARYFORITSEFFICIENTOPERATIONNEEDSISAGROUPNEEDS,ANDPRODUCTSWITHLOWADDEDVALUEOFPRODUCTSISNOTVERYGOODPRODUCTSTRATEGYTHEMAINPUSHCOLLABORATIVEOFFICESOLUTIONS,HIGHLIGHTINGCORPORATEPHILOSOPHY,CORPORATEIMAGEOFHIGHENDPRODUCTS,ANDPRODUCTSTOMEETTHENEEDSOFALLMEMBERSOFTHEGROUPOFFICECOLLABORATIONCOMBINATIONOFG3MOBILEPHONEG3INFORMATIONMACHINEGROUPBUSINESSGROUPCRBT,ENTERPRISEMAILBOX,ETCSMALLANDMEDIUMSIZEDENTERPRISESMARKETSMALLANDMEDIUMENTERPRISESAREMORESTRICTINCOSTCONTROL,GENERALLYPAYATTENTIONTOTHERATEOFRETURNONINVESTMENT,ENTERPRISELEADERSOFTENCONSIDERFROMTHEANGLEOFENTERPRISESURVIVAL,ENTERPRISEPURCHASEISVERYCAUTIOUSPRODUCTSTRATEGYBUYGROUPPREFERENTIALSTRATEGYASAPRODUCTPROMOTIONMEANS,TOPROVIDELOWPRICE,PRACTICALPRODUCTSG3MOBILEPHONEG3INFORMATIONMACHINEGROUPBUSINESSENTERPRISESITE,ETCCOMBINATIONTARGETCUSTOMERDEMANDANALYSISCOGNITIONANALYSISELECTRONICCHANNELINCOMEBUSINESSPROCESSINGISNOTHIGH,MOSTUSERSKNOWLITTLEABOUTTHEPORTALWEBSITE,RESULTINGINTHEPURCHASEOFG3PRODUCTSORORDERINGDATABUSINESS,STILLCHOOSETOCOMMUNICATE100SERVICEHALL,10086,SOCIALCHANNELS,ETCELECTRONICCHANNELCOGNITIVEANALYSISFAVOUREDPOLICYATPRESENT,THEPREFERENTIALPOLICYOFELECTRONICCHANNELPURSUESTHESHORTTERMTARGETANDINDEXORIENTATION,ANDITDOESNOTEXCAVATETHEDEEPDEMANDOFUSERSITISEASYTOIGNORETHECUSTOMEREXPERIENCE,WHICHLEADSTOTHEUSERSPERCEPTIONOFPREFERENTIALPOLICY,THATIS,THEGIFTOFTELEPHONECHARGES,THEFORMISSINGLEG3KEYPRODUCTSMOBILEG3PRODUCTSAREMOSTLYLOWENDMACHINES,FEWERHIGHENDINTELLIGENTMACHINES,FOR3GENTERTAINMENTAPPLICATIONSINSUFFICIENTCARRYINGCAPACITY,PRODUCTATTRACTIONISWEAK,THETARGETPOPULATIONLIMITATIONSARELARGETARGETCUSTOMERDEMANDANALYSISG3MOBILETERMINALANALYSISMARKETINGPRICEBRANDHUAWEI799HISENSELGMOTOROLA1199COOLZTE1499COOLLGMODELT2211HSN51TB200L800TF603U500F608GD300SMOBILEG3PRODUCTMODELSFORTHELOWENDMACHINE,INTELLIGENTMACHINES,ENTERTAINMENTAPPLICATIONSFOR3GBEARINGENOUGHPRODUCTSTOATTRACTENOUGH,THETARGETPOPULATIONISMOSTLYCONCENTRATEDINTHELOWENDCONSUMER,ANDSAVETHECOSTOFUSERSVERYCAREFULINRECKONINGTHEUSERTYPETARGETCUSTOMERDEMANDANALYSISUSERTYPEANALYSISBUDGETORIENTEDTHISTYPEOFPERSONHASTHECHARACTERISTICSOFBEINGABLETOLIVE,ANDVERYSOPHISTICATEDINTERMSOFFINANCIALMANAGEMENT,BUTUSUALLYTHEREISNORESISTANCEINTHEFACEOFPOWERFULPREFERENTIALACTIVITIESMIDDLEANDLOWENDCONSUMERSTHEPURCHASEABILITYISNOTHIGH,THEDEMANDFORTELEPHONECALLS,PRIZESANDOTHERLARGE,ANDLOVETOBUYONETOONEPRODUCTCOMBINATIONMARKETINGMETHODSFREQUENTCOMMUNICATIONS,FASHIONPEOPLECUSTOMERSWHOCOMMUNICATEFREQUENTLYANDREQUIREHIGHSUCCESSRATEOFCOMMUNICATION,SUCHASBUSINESSPEOPLE,CIVILSERVANTS,SENIORWHITECOLLARWORKERSANDOTHERFASHIONCROWD,HAVEMOREREQUIREMENTSFORNEW,TRENDYANDCOOLOVERALLPLANNINGTHINKINGLOCATION“ELECTRONICCOMMERCE“THEMAINLINE,TOCARRYOUTMARKETINGACTIVITIESTOGUIDEFOSHANMOBILEUSERSTOPURCHASEG3KEYPRODUCTS,ONLINEBANKINGPAYMENTRECHARGEANDDATASERVICETHROUGHTHEPORTAL,WHILEINCREASINGTHENUMBEROFACTIVECUSTOMERSPORTALSTHINKINGCOMBININGCUSTOMERDEMANDANDPRODUCTMARKETINGPOINTOFSALE,FORMINGACOMBINEDPROMOTIONMODEL,PROVIDINGONESTOPPROCESSINGPROGRAMFORCUSTOMERSBUNDLINGMARKETINGOFPRODUCTPACKAGINGCOMBINATIONMARKETINGG3KEYPRODUCTSANDONLINEBANKINGPAYMENTRECHARGEBUYG3PRODUCTS,RECHARGEPAYMENT,PREPAIDCALLSPACKAGECOMBINATIONOFPRIMARYANDSECONDARYHIDDENLAYERMARKETING,THEMAINMARKETINGFAILURE,SECONDARYMARKETINGREPLACEMENT,MARKETINGPURPOSESDONOTCOMETONOTHINGEXPANDINGNEWMARKETINGMEANSTOREALIZETHEBUNDLEDMARKETINGOFDATASERVICESANDG3KEYPRODUCTS,SEGMENTTHEMARKETCROWD,PROMOTETHEAPPROPRIATEDATASERVICESANDG3MOBILEPHONES,TOMEETCUSTOMERNEEDSPLANNINGTHINKINGONESTOPBUSINESSMANAGEMENTCARRYOUTMARKETINGACTIVITIESTOPROMOTETHEINTRODUCTIONOFSECKILL,QUARTER,GROUPPURCHASECONCEPT,TOSTIMULATETHEUSER,WHILETHEUSEOFPSYCHOLOGICALPANICBUYINGPRICE,SECKILLPREFERENTIALADJUSTMENTBUSINESSVOLUMEOFACTIVITYATTHEENDOFWEAKNESS,SPRINT,COMPLETEORIMPROVETHEOVERALLPERFORMANCETHEPURCHASEOFG3PRODUCTS,PREPAIDPAYMENT,TELEPHONEPREPAIDSTORAGEPROCESSINTEGRATION,USERSONLYLOGINONCE,YOUCANCARRYOUTMULTIPLESERVICESONTHESAMEPAG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