《网站策划营销》PPT课件

1、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,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。,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

2、实施模式,预期收益,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。,

3、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

4、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,日常维护所需经费估算示例,Aspiration Software Proprietar,网站程序的完善,和 快 递 公 司 的 合 作,八、网站建设中 其他可能的问题,网 站 产 品 的 录 入,网上没有实体店的用户体验,Proposal Development (Aspiration),Review final RFP Finalize compliance matrix Draft questions for clarifications Storyboard production W

5、rite draft volumes Reviews,Tactical,Sample Compliance Matrix,Post Submittal (Aspiration),Respond to Clarification Requests (CRs) Respond to Evaluation Notices (ENs), Orals BAFOs Debrief Lessons learned,Tactical,Typical Proposal Volumes,Proposal Development(Aspiration),Assess positioning/Gold Team Pr

6、oposal Outline Draft executive summary Identify solutions/Blue teams Proposal mockup/storyboards Pink team Draft questions Compliance matrix Executive summary,Pricing update/Green Team Visuals Red team Revisions Second Red/Going Gold Proposal production Orals Win/Lose debrief,Sample Outline,Color Te

7、ams Quick Glance(Aspiration),GOLD Business potential Positioning in market strategy Capture strategy Competitive Analysis Teaming and Subcontracting Marketing Plan Cost(Price and Bid Strategy Resources Program risks Dependencies Schedules/milestones/review teams,BLUE Assesses writing plan for compli

8、ance and responsiveness Compliance matrix and proposal outline Outlines/Storyboards Theme development and key points Early development of graphics for incorporation in the proposal Blue Team Review Preparedness of proposal team,RED / PINK Red Team Review evaluates using the criteria used by the clie

9、nt Scoring of the proposals compliance Proposal Preparation Instructions (PPI) Evaluation Criteria, Specification Statement of Work Scoring of the proposals quality Overall quality and persuasiveness Clarity of solution Substantiation of approach Overall coherence and logical flow,GREEN Cost Proposa

10、l kickoff meeting Green Team Review Outline and assignments- Compliance CWBS structure- Credibility Preparation schedule- Implementation of pricing strategies Pricing strategy- Consistency with the rest of the proposal - Soundness and clarity of the estimating rationale,Pink Team/1st Draft Review(As

11、piration),Takes place between Blue and Red Team Reviews and is typically a review of the first written draft Pink Team first draft review applies primarily to all the technical, management, past performance and executive summary portions of a proposal Cost Volume is not typically included as part of

12、 the Pink/1st Draft Review but included as part of the 1st Green Team Review Primary emphasis is on: evolution of the story compliance to RFP Prominence of strategies and themes overall coherence logical flow,Story board/Mockup/Annotated Outline (Aspiration),“Builds up” from requirements Forces us t

13、o mirror RFP Outline makes decision Source Selection Advisory Council SSAC: Compares proposals; recommends Source Selection Evaluation Board SSEB: Evaluates proposals; forbidden by law to compare proposals; can only use information in the proposal Performance Risk Analysis Group PRAG: not always use

14、d; evaluates past performance,Scoring (Government),Submitted proposal are usually evaluated in sections, usually by teams of evaluators(so each section must stand alone in compliance) Scoring methodologies Numerical (1-5, 1-100, etc.) Color (Blue=Exceptional, Green=Acceptable, Yellow=Marginal, Red=U

15、nacceptable) Adjectival (Pass/Fail = usually for security; Outstanding, Excellent, Good) Evaluating Cost data Cost realism Cost reasonableness Cost completeness Cost control/schedule,Evaluation(Government),Structure our response to make it easy to check off our proposal as compliant - everything is

16、done with the evaluator in mind Make it easy to evaluate Use lists, tables and figures Use proposal headings and structure that mirror the RFP language Use simple, straight forward language Dont omit information because you think evaluators already know it Make sections stand alone Sell ideas using

17、features/benefits; dont oversell Answer the RFP dont rewrite the requirements even if you know theres a problem Write backwards (conclusion first, supporting facts second),Technical & Mgmt Approach(Aspiration),Our solution and approach must be: Credible Perceived as having low or acceptable risk Und

18、erstandable Competitively priced Claims are substantiated Written for the Evaluators,Discriminators(Aspiration),Separates Aspiration Software from competition What makes us unique “Shadow” or “Ghost” differences from leading competitor If competition has limited experience (but might be low cost) sh

19、ow our understanding of the problem: “Mission requirements demand a cadre of experienced, well-trained analysts.” Find which ones are important to the client Positive or Negative Deal with issues directly Positive: Weave throughout tech & cost Negative: Handled as managed, mitigated risk (show mitig

20、ation process and reduced risk as a result),Past performance (Aspiration),Describes same or similar work weve done Provides report card feedback Not always objective Typical Requirements: Questionnaire Weighted Names, numbers, duration, problems Security incidents,Site visits (Govt) Recent increased

21、 emphasis on past performance as a more significant factor (go / no go),Risk Management(Aspiration),Identify the risks Assess (low, moderate, high) Categorize - technical, schedule, cost Determine causes Develop mitigation approach Implement strategic management approach Weave process throughout the

22、 proposal (“Our deployment schedule is reviewed and managed by the Risk Mitigation Board”),Features & Benefits (Aspiration),For every feature ask: “ So what?” No: “We will train our technicians” Yes: “We have a continuous technician training and certification plan that ensures up-to-date skill compe

23、tency” For every benefit ask: “How so?” No: “Each technician will go to training.” Yes: “We use a structured, 2-week cross training program, a monthly skills tracking assessment and 40 hours of CBT testing.”,Action Captions (Aspiration),Studies show readers generally recall (after 3 days) 10% of what they read 70% of what they read and see Figure 1.2-3: Action Caption Good example: The Aspiration Team maps responsively to the Government Management team on this project Poor example: “Ou