1企业定位义乌市营设电商学院

1、企业主讲：其YIWU YINGSHE ELECTRICITY BUSINESS SCHOOL FOCUSED ON INTEGRITY THROUGH TRAINING课程大纲第一单元：企业的重要性第二单元：1688平台第三单元：1688平台布局YIWU YINGSHE ELECTRICITY BUSINESS SCHOOL FOCUSED ON INTEGRITY THROUGH TRAINING 单元一：企业的重要性本单元你将学习：1、什么是2、的职能YIWU YINGSHE ELECTRICITY BUSINESS SCHOOL FOCUSED ON INTEGRITY THROUGH

2、TRAINING 1、什么是 服务公司人 客户一定要做深度，而非做宽度。就是如何在预期顾客的头脑里独树一帜uuYIWU YINGSHE ELECTRICITY BUSINESS SCHOOL FOCUSED ON INTEGRITY THROUGH TRAINING案例做精品平价普药令父母放心的专业儿童补钙剂YIWU YINGSHE ELECTRICITY BUSINESS SCHOOL FOCUSED ON INTEGRITY THROUGH TRAINING 2、企业的职能创新创造顾客的职能是把和创新结合，获取客户！YIWU YINGSHE ELECTRICITY BUSINESS SCH

3、OOL FOCUSED ON INTEGRITY THROUGH TRAINING单元二：1688平台本单元你将学习：一、学习并运用维度的5个二、品牌设计YIWU YINGSHE ELECTRICITY BUSINESS SCHOOL FOCUSED ON INTEGRITY THROUGH TRAINING 一、的5个维度1688产品定位服务定位客户定位推广定位其它定位产品品类产品功能产品风格产品品质产品价格保障服务售后服务客户群体销售模式竞争对手推广定位YIWU YINGSHE ELECTRICITY BUSINESS SCHOOL FOCUSED ON INTEGRITY THROUGH

4、 TRAINING1、-品类u 拍脑袋做决定u 盲目跟风u 进行充分的目标市场调研。u 深入市场了解顾客现有需求及潜在需求。YIWU YINGSHE ELECTRICITY BUSINESS SCHOOL FOCUSED ON INTEGRITY THROUGH TRAINING-功能垂直。：用户的、功效、特定客户群体等细分YIWU YINGSHE ELECTRICITY BUSINESS SCHOOL FOCUSED ON INTEGRITY THROUGH TRAINING-风格、品质、价格u价格u风格u品质打动顾客最终还是依靠格款式、服务等。的质量、功能、价格、风YIWU YINGSHE

5、 ELECTRICITY BUSINESS SCHOOL FOCUSED ON INTEGRITY THROUGH TRAINING2、服务u 用户体验必须要好，质量要好。u 服务就是把顾客做到爽，从而创造口碑 .保障服务：发货保障、材质保障品质、产量等售后服务：包退，包换，YIWU YINGSHE ELECTRICITY BUSINESS SCHOOL FOCUSED ON INTEGRITY THROUGH TRAINING3、客户-客户群体u 目标顾客群体：淘宝商家？礼品公司？批发市场？零售等u 客户分布：江浙广？还是？u 客户痛点：品质？价格？发货速度还是？u 顾客用户基数多大？u 他

6、们的习惯、特点：采购习惯？线上？线下？上网习惯？YIWU YINGSHE ELECTRICITY BUSINESS SCHOOL FOCUSED ON INTEGRITY THROUGH TRAINING客户-销售模式u1688 现货批发u1688 品牌分销u1688u个性定制u品牌推广贴牌u商业模式 唯一要遵循的理念就是越简单越好复杂YIWU YINGSHE ELECTRICITY BUSINESS SCHOOL FOCUSED ON INTEGRITY THROUGH TRAINING4、推广-竞争对手u 分析竞争的市场状况，对手的定位，优势。u 分析竞争对手的策略，团队。u 分析竞争对手

7、的市场占有份额及其他。YIWU YINGSHE ELECTRICITY BUSINESS SCHOOL FOCUSED ON INTEGRITY THROUGH TRAINING 竞争对手分析的四个方向结构装修客户服务推广实商、验厂网销宝、平台活动、站爆款、起批、分类、上新、价格、销售 模式色调、主推、实力展现、 主图、文案、结构图回复速度、销售能力，等内、自YIWU YINGSHE ELECTRICITY BUSINESS SCHOOL FOCUSED ON INTEGRITY THROUGH TRAINING推广-推广的品牌、语，LOGO、包装等uu推广的平台，站内？站外？u推广费用及推广

8、区域u推广形式，线上？线下YIWU YINGSHE ELECTRICITY BUSINESS SCHOOL FOCUSED ON INTEGRITY THROUGH TRAINING案例：推广布局YIWU YINGSHE ELECTRICITY BUSINESS SCHOOL FOCUSED ON INTEGRITY THROUGH TRAINING案例：推广布局推广方式：线上（网销宝+实商）+线下（业务员地推）+线下展位+推广区域：线上（一区、二区）+线下（本地）推广投入：实商+首位展示+营效宝+展播+线下展位+地推业务员主推品：差异化创意品牌：网帮，为您的包裹保驾护航YIWU YINGSH

9、E ELECTRICITY BUSINESS SCHOOL FOCUSED ON INTEGRITY THROUGH TRAINING品牌设计是品牌的调性或特征，它辅助品牌形象的创意与推广。YIWU YINGSHE ELECTRICITY BUSINESS SCHOOL FOCUSED ON INTEGRITY THROUGH TRAINING品牌应具备的特点1、要生动形象与对应的目标客户群体，品类相关联；2、体现品牌在竞争中所处的位置及所占优势。3、顾客在实施品牌体验时，感同身受结果与。4、品牌一定简洁字数不要超过7个字，12个字是最大限度。字数越多消费者记住的可能性就越小，品牌宣传的浪费率

10、就越高。5、客户群体品牌或品牌语于国人的品牌慎用外为YIWU YINGSHE ELECTRICITY BUSINESS SCHOOL FOCUSED ON INTEGRITY THROUGH TRAINING5、其它u 差异化：对和目标客户进行研究的基础上寻找特点中最符合客户需求的同时对手所不具备的企业优势？服务?）（功能？品牌影响力？YIWU YINGSHE ELECTRICITY BUSINESS SCHOOL FOCUSED ON INTEGRITY THROUGH TRAINING 单元二小结”是企业发展的方向，做好的5个维度大众化中发现精华，杂乱无章中需找特色！企业分析表.xl s对

11、手分析表.xlsYIWU YINGSHE ELECTRICITY BUSINESS SCHOOL FOCUSED ON INTEGRITY THROUGH TRAINING 第三单元：1688平台布局本单元你将学会：1、目标明确2、梳理明确3、1688平台布局4、1688平台团队布局5、1688平台视觉布局YIWU YINGSHE ELECTRICITY BUSINESS SCHOOL FOCUSED ON INTEGRITY THROUGH TRAINING1、目标明确行业地位？销量？ 排名？级别？目标要求：可量化，有时间结点，可分解成N个小目标YIWU YINGSHE ELECTRICIT

12、Y BUSINESS SCHOOL FOCUSED ON INTEGRITY THROUGH TRAINING与目标匹配的或供应链物流把控能力服务水平推广能力极致视觉运营能力YIWU YINGSHE ELECTRICITY BUSINESS SCHOOL FOCUSED ON INTEGRITY THROUGH TRAINING2、梳理明确A、自我优势评估对自身进行梳理，找出自优势u 类目 （子类目）u 市场空间（年销售额 销售额分布 数量）u 销售模式（分销 批发 订单 直销）属性（风格 材质 其他卖点）uu 价格区间自我优势评估表.xl sYIWU YINGSHE ELECTRICITY

13、BUSINESS SCHOOL FOCUSED ON INTEGRITY THROUGH TRAININGB、1688市场分析通过阿里指数分析子类目在平台的各项数据。竞争对手行业选择子类目细分类目市场空间材质风格行业大盘供应指数采购指数属性细分风格材质价格区间销售模式排行公司排行阿里排行其它卖点市场分析表.xlsYIWU YINGSHE ELECTRICITY BUSINESS SCHOOL FOCUSED ON INTEGRITY THROUGH TRAINING市场分析-阿里指数YIWU YINGSHE ELECTRICITY BUSINESS SCHOOL FOCUSED ON INTE

14、GRITY THROUGH TRAINING C、对比 通过自我评估数据和平台市场数据对比，找出适合的差异化！销售模式价位区间服务等客户群体专注18-24岁时尚女性精品银饰批发YIWU YINGSHE ELECTRICITY BUSINESS SCHOOL FOCUSED ON INTEGRITY THROUGH TRAINING3、1688布局流量的口 - -款A、分类：款、爆款（主推款）、利润款（关联）、明星款 、活动款；B、图：视觉统一并且有差异化、五张主图规范YIWU YINGSHE ELECTRICITY BUSINESS SCHOOL FOCUSED ON INTEGRITY TH

15、ROUGH TRAINING4、1688团队布局u运营？u美工？ u推广？u专业的人做专业的事！YIWU YINGSHE ELECTRICITY BUSINESS SCHOOL FOCUSED ON INTEGRITY THROUGH TRAINING团队岗位设置采购拍照物流美工运营店长推广YIWU YINGSHE ELECTRICITY BUSINESS SCHOOL FOCUSED ON INTEGRITY THROUGH TRAINING5、1688视觉布局u色调u主图u首页u详情页文案uYIWU YINGSHE ELECTRICITY BUSINESS SCHOOL FOCUSED O

16、N INTEGRITY THROUGH TRAINING布局设计前的准备工作（首页+详情）画出对手装修结构图分析对手装修策划画出的结构图素材准备设置YIWU YINGSHE ELECTRICITY BUSINESS SCHOOL FOCUSED ON INTEGRITY THROUGH TRAINING装修结构图怎么画？YIWU YINGSHE ELECTRICITY BUSINESS SCHOOL FOCUSED ON INTEGRITY THROUGH TRAINING装修策划（视觉）客户谁？需求？ 痛点？工厂？品牌店？品牌？知已知彼对手谁？如何？YIWU YINGSHE ELECTRIC

17、ITY BUSINESS SCHOOL FOCUSED ON INTEGRITY THROUGH TRAINING装修素材的准备荣誉厂房设备竞争对手品牌优势装修模版通过拍照、总结的形式素材准备卖点服务海量收集，总之客户在意什么，想要什么就给什么！图片诚信通装修信息征集.xlsxYIWU YINGSHE ELECTRICITY BUSINESS SCHOOL FOCUSED ON INTEGRITY THROUGH TRAINING装修是谁的事？1、旺铺主色调统一，颜色不宜过多运营设计框架运营/企业提供必要的素材2、结合季节、上新和行调整活动去进设计师根据框架及 素材设计视觉及文案3、多去参考其

18、他优秀装修YIWU YINGSHE ELECTRICITY BUSINESS SCHOOL FOCUSED ON INTEGRITY THROUGH TRAINING总结YIWU YINGSHE ELECTRICITY BUSINESS SCHOOL FOCUSED ON INTEGRITY THROUGH TRAINING单元三：小结1、1688平台自我评估、市场分析及对比方法；2、1688平台、团队、视觉布局的方法；YIWU YINGSHE ELECTRICITY BUSINESS SCHOOL FOCUSED ON INTEGRITY THROUGH TRAINING客户买的不是搜索+点击差异化及卖点，让客户在无找到我们形中把我们的作为寻找的标准，而非价格对比的对象所有订单的成交来自信任信任把信任做足，量大大提升成交YIWU YINGSHE ELECTRICITY BUSINESS SCHOOL FOCUSED ON INTEGRITY THROUGH TRAINING