淘宝店铺运营方案案例（课堂PPT）

1、12华祥苑茶叶旗舰店策划案华祥苑茶叶旗舰店策划案JUNXIAN ELECTRICITY SUPPLIER PLANNING CASE销售任务广告占比商品规划数据分析运营方案运营方案Planning purposes直通车推广计划首页设计活动策划详情页、关联、导航直通车、钻展广告图设计方案设计方案Program planning聚划算无线端视觉营销无线端品牌视觉营销主推商品钻石展位推广计划3销售任务4销售任务5运营规划6运营规划7广告计划8推广规划9季度投放10直通车卡位表11直通车转化率12投放位置13小位置投放14投放地区15产品规划16产品规划17活动商品18数据分析19运营数据日期日期展

2、现展现点击点击 进店进店UV消耗消耗 (元元)点击率点击率(%)点击单价点击单价(元元)千次展现价千次展现价(元元)宝贝收藏数宝贝收藏数宝贝收藏成宝贝收藏成本本(元元)店铺收藏店铺收藏数数店铺收藏成店铺收藏成本本(元元)顾客订单数顾客订单数预算预算消耗率消耗率访客数访客数访问深访问深度度跳失率跳失率收藏收藏当天销售当天销售额额销售量销售量 订单数订单数转化率转化率当日当日ROI全店销售额全店销售额2013-12-02580191751687960.0034.5513.72000001561.50.775600000.00%0.000 414902013-12-0367422226208792.

3、740.00343.5111.76001792.7401791.90.731800000.00%0.000 493692013-12-0438522130125496.030.00343.8212.88000001091.30.880700000.00%0.000 49883.752013-12-062539888317642977.760.00333.5811.727425.394744.4476831.30.85658583750.73%0.196 20059.12013-12-072505157727132977.140.00313.8611.884744.284744.2876481.

4、40.81797510650.77%0.171 18982.642013-12-082300618187742978.730.00363.6412.9510297.879330.97167221.30.833819137216141.94%0.461 157462013-12-09751395905512212.730.00793.7529.459245.868276.5975241.40.778615877981.53%0.396 22562.252013-12-1022711121113703.080.00535.8130.961703.081703.0811021.50.80392981

5、10.98%0.139 18779.522013-12-1140971918144.250.00467.5935.2100000181.30.833300000.00%0.000 15940.62013-12-12502245515172313.30.0114.246.065462.666385.55114941.40.789511126413112.23%0.546 410582013-12-13999076245882995.070.00624.829.983998.365599.0195441.40.8107898011101.84%0.327 16868.582013-12-14162

6、9885385032992.690.00335.5618.365598.547427.5354571.40.818412583651.09%0.195 13693.222013-12-151467727386802997.510.0054.0620.424749.3811272.576481.40.822514760760.93%0.254 15105.252013-12-161012926816392998.140.00674.429.67428.318374.77116121.50.781159651071.14%0.322 16466.122013-12-1710491063860529

7、99.030.00614.728.598374.8812249.9265591.60.749620676771.25%0.225 31657.62013-12-18432953833651315.460.00883.4330.382657.734328.8713491.40.8166698110.29%0.074 401942013-12-19673825104772149.870.00764.2231.9121074.943716.6234601.40.75655392440.87%0.182 40902.442013-12-20818098577972619.120.01053.0632.

8、026436.525523.8277651.60.735910686770.92%0.262 45819.222013-12-22458054183981014.10.00912.4322.143338.033338.0323781.40.7546196220.53%0.193 20966.752013-12-23806646385891998.990.00793.1324.788249.875399.895671.40.76371311611291.59%0.581 40083.682013-12-24405152031941007.740.0054.9624.8711007.742503.

9、8761851.50.76221485742.16%0.481 34666.622013-12-25606143563281642.920.00594.6127.12821.463547.6493141.60.78665784982.55%0.477 31849.242013-12-26671484344121613.780.00653.7224.037230.546268.9694051.50.76313773771.73%0.479 39902.62013-12-27482912722581294.370.00564.7626.86215.732647.1812411.30.7842819

10、6220.83%0.151 28978.52013-12-2823511114110642.270.00485.6327.321642.273214.0901101.60.790930000.00%0.000 29406.82013-12-2933512167157921.180.0055.5227.49002460.5911451.40.82763196221.38%0.213 27157.12013-12-30530323573331416.930.00673.9726.724354.234354.2363211.40.797588671061.87%0.612 31231.432013-

11、12-31569783773541488.910.00663.9526.135297.782744.4553491.40.77947520651.43%0.349 27711.62总合11012014601104421915022162136826531.63平均0.59%4.33 24.83 441.27 426.77 1.45 79.29%1.09%0.260 20转化频率21直通车转化率22钻展数据23钻展产出日期花费点击量平均点击花费当天成交金额当天成交笔数当天收藏量当天点击转化率ROI12月1日12月2日708.88769.33573435.260.81 12月3日761.59938

12、.19727868.60.95 12月4日791.471027.76778635.880.98 12月5日1,548.052067.51387331.460.25 12月6日2,977.7222813.062,106.0017107.460.71 12月7日5,395.6439213.761,862.0019144.850.35 12月8日6,212.0943214.382,807.0027116.250.45 12月9日5,174.9146211.21,917.0016163.460.37 12月10日1,027.071198.631,016.20947.560.99 12月11日3,987

13、.4937410.661,029.001283.210.26 12月12日3,296.6431710.45,370.003179.781.63 12月13日1,917.372348.19779752.990.41 12月14日2,405.422948.181,260.001434.760.52 12月15日2,799.923308.481,269.0013103.940.45 12月16日1,448.411609.05830754.380.57 12月17日3,181.693568.942,375.0016114.490.75 12月18日3,296.123439.612,732.002736

14、7.870.83 12月19日2,914.993119.379399102.890.32 12月20日3,165.5431210.153,017.0023107.370.95 12月21日2,738.262849.642,235.0021137.390.82 12月22日2,718.992789.781,447.0010103.60.53 12月23日3,483.9034410.131,749.001965.520.50 12月24日3,140.933209.822,097.0016050.67 12月25日3,525.6735010.071,955.00212060.55 12月26日3,1

15、37.633209.811,815.0012103.750.58 12月27日3,671.533709.921,651.0014103.780.45 12月28日3,368.6833310.123,152.0025107.510.94 12月29日3,341.363429.772,234.0023126.730.67 12月30日3,817.954089.361,440.0015133.680.38 12月31日1,930.3819210.051,653.001557.810.86 平均2929.54 289.40 9.84 1773.37 15.39.466666667544.10%0.61

16、 24设计方案25设计方案数据化指导设计方案数据化指导设计方案航聚首页设计详情页优化直通车推广图活动策划关联营销钻石展位推广图品牌团分类导航优化聚划算入口图26首页结构策划27首页结构策划（1）28首页结构策划（2）29详情页结构策划30详情页结构策划31直通车推广图32直通车广告图33活动策划34活动策划35钻石展位推广图36钻石展位推广图37品牌团图片38品牌团图片39聚划算入口图40聚划算入口图41主推商品42主推商品核心优势（次级递减）strength劣势weakness机会opportunity威胁threat级别级别第1级第2级第3级第4级第1级第2级第3级第1级第2级第3级第1级

17、第2级第3级生产生产产品品类产品品类生产周期（翻单周期天）生产周期（翻单周期天）质量（原材料、人工、物流）质量（原材料、人工、物流）品牌价值（有或无）品牌价值（有或无）产品卖点产品卖点（特点、工艺、花样、款式、设（特点、工艺、花样、款式、设计、经营模式）计、经营模式）电商电商推广推广营销策划营销策划页面设计页面设计客服体验客服体验团队规模团队规模媒体资源媒体资源整合营销整合营销价格价格利润率利润率43流量分解1234567891011121314151617181920212223242526272829301-34-67-910-1213-1516-1819-2122-2425-2728-3

18、031-3334-3637-3940-4243-4546-4849-5152-5455-5758-6061-6364-6667-6970-7273-7576-7879-8182-8485-8788-90营业额不变值客单价转换率UV竞争对手爆款销量目标销售件数恒定，预算变量自我店铺日成交件数自有店铺销量累计单品总UV直通车UV钻展UV直通车预算钻展预算合计预算费用合计预算费用预算恒定，销售变量目标预算（固定）直通车UV钻展UV总UV直通车预算钻展预算件数销售件数累计44推广计划45钻石展位推广计划投放时间计划名称广告位名称消耗(元)有效展现有效点击点击率(%)千次展现单价(元)点击单价(元)进店

19、UV宝贝收藏数店铺收藏数平均宝贝收藏成本平均店铺收藏成本2014-02-20会员2_B_测试会员首页一屏通栏轮播213.642,058261.266.630.522500002014-02-20首4_B_测试新淘宝首页焦点图4359.7744,4326741.528.10.536447751.451.42014-02-22会员1_B_测试会员首页一屏通栏轮播12.6821541.8612.470.674102.6802014-02-22收货成功_B_测试收货成功页面通栏13.434,914200.412.730.671801013.432014-02-20收货成功_B_测试收货成功页面通栏3.

20、361,28750.392.610.675103.3602014-02-21收货成功_B_测试收货成功页面通栏6.752,527100.42.670.68900002014-02-213屏通栏_B_测试淘宝首页3屏通栏34.0218,709490.261.820.694700002014-02-21会员2_B_测试会员首页一屏通栏轮播29.611,038141.359.260.69140109.612014-02-19首banner二_B_测试焦点图右侧banner二79.935,7661141.9813.860.71021079.9302014-02-21首3_B_测试新淘宝首页焦点图332

21、2.1925,9834511.7412.40.7143134107.480.552014-02-223屏通栏_B_测试淘宝首页3屏通栏20.2810,836280.261.870.722600002014-02-21首banner二_B_测试焦点图右侧banner二214.2412,8002872.2416.740.75267010214.242014-02-22首banner二_B_测试焦点图右侧banner二148.848,8311972.2316.850.7617810148.8402014-02-20天猫成功收货_B_测试天猫收货成功页通栏19.814,657260.564.250.7

22、62401019.812014-02-19天猫成功收货_B_测试天猫收货成功页通栏12.093,613160.443.350.761601012.092014-02-18首banner二_B_测试焦点图右侧banner二9.941,088131.199.140.761300002014-02-20首banner二_B_测试焦点图右侧banner二154.19,6381992.0615.990.7718610154.102014-02-22首3_B_测试新淘宝首页焦点图3357.7129,9814591.5311.930.7843512357.71178.862014-02-20首3_B_测试新淘宝首页焦点图3192.6815,0482431.6112.80.792192296.3496.342014-02-21天猫成功收货_B_测试天猫收货成功页通栏21.144,813240.54.390.882300002014-02-22天猫成功收货_B_测试天猫收货成功页通栏17.714,142190.464.280.9318208.85046直通车推广计划星期日期日限额展现量点击量花费点击率平均点击花费千次展现花费直接成交金额直接成交笔数间接成交金额间接成交笔数收藏宝贝数收藏店铺数投入产出比总成交金额总成交笔数总收藏数点击转化率周三1/151000229681196