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中国办公用品网网站策划书中国办公用品网网站策划书 中国办公用品网网站建设策划书 一、市场分析 第一、办公用品是一种非常特殊的商品,其主要客户是一些集团、单位,他们的购物习惯不同于一般的消费者; 第二、一般每个公司的行政部门都与一两个小文具公司挂钩,对方可提供随叫随到的送货上门服务,结算也可以几月一结; 第三、存在于这个行业中的回扣关系网阻碍大型办公用品超市的发展。同时,中国文具行业发展并不健全,商品的复杂性,产品信息的不完整,给超市的日常经营管理带来非常多的麻烦,行业缺少专业管理人才,业务员的培养、客户关系的处理、货款的跟踪、商...

中国办公用品网网站策划书
中国办公用品网网站策划书 中国办公用品网网站建设策划书 一、市场分析 第一、办公用品是一种非常特殊的商品,其主要客户是一些集团、单位,他们的购物习惯不同于一般的消费者; 第二、一般每个公司的行政部门都与一两个小文具公司挂钩,对方可提供随叫随到的送货上门服务,结算也可以几月一结; 第三、存在于这个行业中的回扣关系网阻碍大型办公用品超市的发展。同时,中国文具行业发展并不健全,商品的复杂性,产品信息的不完整,给超市的日常经营管理带来非常多的麻烦,行业缺少专业管理人才,业务员的培养、客户关系的处理、货款的跟踪、商品的损耗、客户需求特殊商品的采购、员工办事效率低下、单据混乱等大量的琐碎事情的困扰下,只能在摸索中前进。 二、超速崛起的办公用品网购 1.引言 近5年间,网上购物的规模以100%以上的超速度迅猛发展,对传统零售渠道形成一定的冲击。不可否认,网上购物这种新兴的商品流通方式以其便捷、价廉、时尚等特点赢得了越来越多的网民认可,但由于“网购”的安全保障、管理体系、政策法规等软硬件建设相对滞后,使得处于茁壮成长期的网上购物正面临着多方面的发展瓶颈。 网络时代已经来临,网上购物作为一种全新的购物模式,无疑将发展成为企业营销体系中不可或缺的组成部分。但是,它毕竟是商品流通领域的一支新生力量,对于日化企业来说,“逃避网购”与“押宝网购”都不是明智之举。如何正确认识网购,怎样利用网购为自身的发展服务,将是一切关注这一渠道的业内人士应当思考的首要问 快递公司问题件快递公司问题件货款处理关于圆的周长面积重点题型关于解方程组的题及答案关于南海问题 。 2.回眸:网上购物的“三级跳” 我国办公用品行业真正意义上的发展始于20世纪80年代,而办公用品网上购物,则是随着互联网的兴起发展起来的。 1987年-1998年,网上购物的萌芽期,1987年9月20日,中国第一封电子邮件飘洋过海,飞向世界,揭开了中国使用互联网的序幕。1991年,美国政府宣布因特网(Internet)向社会公众开放,允许在网上开发商业应用系统。20世纪90年代中后期,互联网开始在中国迅速发展,年增长率高达200%,但上网用户基数较小,直到1998年底,仅为210万人。their own conditions to develop the correct road, the maximum to avoid investment risk, gain profit.(three) vigorously promote the brand. To establish brand awareness, awareness of the use of brand, brand value, brand acquisition performance, enhance the competitive strength. Concentrated manpower, careful planning, packaging and publicity of a number of unique, market influence and coverage of the brand, the implementation of key breakthroughs, to enhance the competitive strength, walking business road the competition of alienation and characteristics, the pursuit of stability and development of the market.(four) to promote the integration of resources. To further broaden their horizons, effective integration of resources within the group, the city resources, other industries and regional resources, mutual trust, mutual benefit, seeking win-win principle, in the framework of national policies and regulations, strict inspection and argumentation, legal consultation, examination and approval procedures, strict regulation of economic activities, attract injection the social investment to the industry group, to achieve leveraging the development, ensure that the value of state-owned assets.(five) to strengthen the construction management personnel. Strengthen the management of education and training of cadres and workers of the existing business, firmly establish the concept of the market, enhance the sense of crisis to adapt to market competition, the sense of urgency, improve the ability to respond to market competition, improve management and operation of the market. At the same time, according to the need of industrial development, vigorously the introduction of high-quality management management personnel, and strive to build a high-quality professional management team, hard work, and promote the entire workforce knowledge structure, age structure, structure optimization and upgrading ability, enhance core competitiveness, adapt to the need of market competition.(six) seriously study the policy for policy. Serious research about social support the development of cultural undertakings in the country and the XX policy, especially the policy of industrial development, financial investment policy, financial policy and tax policy, and actively seek policy, projects and funds, enterprise and industry group mission to promote leapfrog development. 1998年3月,我国第一笔互联网网上交易成功,标志着网上购物在中国的兴起。1999年-2001年,网上购物的导入期。1999年3月,8848等首批B2C网站正式开通,网上购物开始进入专业化阶段。因此,人们一般把1999年称为“网上购物元年”。2001年底,我国互联网用户数增长为3370万,网上购物的实际交易额仅为6亿元人民币,购物的网民约占互联网用户总数的6%左右。2002年至今,网上购物的井喷期2002年以后,我国参与网上购物的网民数量不断攀升。2006年中国互联网年度报告数据显示:全国网民已激增至1.2亿以上,其中超过3000万人习惯网购,网购比例高达25%。2001年-2005年,我国网上购物的市场交易规模成几何指数快速增长,复合增长率(CAGR)高达138.2%。2006年,我国网上购物总额已逼近300亿元,达到创纪录的266.5亿。网购占全国商品零售总额的比例已从2002年0.04,上升至2006年的0.85,。 中国互联网络信息中心最新统计报告显示,37.8,的网民在最近一年中有过网上购物的经历,未来一年中,预计网上购物的比例将达到58,。 3.盘点:数字背后的营销奇迹 100,000,000元/天 2007年伊始,中国网上购物行业传来的数据震惊业内外。在2006-2007年圣诞周、元 旦周期间,中国网购额突破了每天1亿元大关,创造了中国网购历史的最高成交记录。 3年:从0到16,900,000,000元 2006年,亚洲最大的个人交易网站——淘宝网,全年交易总额突破169亿人民币,超 过传统零售业巨头沃尔玛(99.3亿)在华全年营业额的70%,是北京王府井百货集团 全年销售额的2.6倍。目前,淘宝网注册用户已超过3000万,与去年同期的1390万用 户增长了116,,用户人均网购消费563元。淘宝网以59%的业内支持率,成为2006 年度中国零售业最具影响力案例。 40,000,000万件化妆品/年 2006年,仅淘宝网就销售出4000万件香水和化妆品,其成交额远远高于通讯设备、图 书、珠宝首饰等类产品,成为网上购物最热门的品类之一。 4.网上购物的三种形式 网上购物就是以网络为平台,买卖双方进行商品交易的购物形式。基于网络的自由性与广泛性,买方与卖方既可以是企业(Business),也可以是个人(Customer)。因此,就形成了B2B( Business to Business 企业到企业)、B2C(Business to Customer 企业到个人)、C2C(Customer to Customer 个人到个人)三种网上购物方式。 their own conditions to develop the correct road, the maximum to avoid investment risk, gain profit.(three) vigorously promote the brand. To establish brand awareness, awareness of the use of brand, brand value, brand acquisition performance, enhance the competitive strength. Concentrated manpower, careful planning, packaging and publicity of a number of unique, market influence and coverage of the brand, the implementation of key breakthroughs, to enhance the competitive strength, walking business road the competition of alienation and characteristics, the pursuit of stability and development of the market.(four) to promote the integration of resources. To further broaden their horizons, effective integration of resources within the group, the city resources, other industries and regional resources, mutual trust, mutual benefit, seeking win-win principle, in the framework of national policies and regulations, strict inspection and argumentation, legal consultation, examination and approval procedures, strict regulation of economic activities, attract injection the social investment to the industry group, to achieve leveraging the development, ensure that the value of state-owned assets.(five) to strengthen the construction management personnel. Strengthen the management of education and training of cadres and workers of the existing business, firmly establish the concept of the market, enhance the sense of crisis to adapt to market competition, the sense of urgency, improve the ability to respond to market competition, improve management and operation of the market. At the same time, according to the need of industrial development, vigorously the introduction of high-quality management management personnel, and strive to build a high-quality professional management team, hard work, and promote the entire workforce knowledge structure, age structure, structure optimization and upgrading ability, enhance core competitiveness, adapt to the need of market competition.(six) seriously study the policy for policy. Serious research about social support the development of cultural undertakings in the country and the XX policy, especially the policy of industrial development, financial investment policy, financial policy and tax policy, and actively seek policy, projects and funds, enterprise and industry group mission to promote leapfrog development. 4.1 B2B:企业与企业之间的网络交易 目前,B2B的热潮正在世界范围内兴起,有数据显示,国内通过网络做生意的企业已达数千万。但是与其它国家相比,我国企业进行B2B交易的形式还很单一。尽管专门为企业服务的B2B网站数量颇多,但大部分还停留在为企业提供供求信息等简单的服务上。也有一些行业网站,仿效知名门户网站推出交流社区,以聚拢人气,构建企业家与商人的交流平台。这其中,阿里巴巴还率先提出了在“网络上生活”的口号,力图将自己塑造成推动中小企业发展的重要平台。 4.2 B2C:企业对用户的网上交易 目前,企业开展B2C,主要是通过企业网站或者网上商城加强与客户的沟通。全球著名的日化直销企业——美国安利公司,在人员直销之外,还创造性地进行了网上购物的成功尝试。1999年9月1日,安利与微软、IBM携手,创建了Quixtar(捷星)电子商务网站,建立了以庞大的生产、仓储能力为依托的物流企业Access(捷通)公司。安利公司生产的600多种产品,只能在安利公司或捷星公司购买。目前,“网上安利”的捷星公司已经成为安利产品销售的重要渠道。 4.3 C2C:个人对个人的网上交易 C2C交易双方不是厂商,而是独立的个人。卖家在专业C2C网站上开店,在网络平台上销售自己的商品。卖主不受地域、时间和阶层的限制,可以自由地在网上与买家完成交易。由于网上开店不需要店铺租金,省去了中间环节,商品价格一般会比传统渠道的同类产品低,但货物来源很难监管,存在着一定的信誉风险。 有关数据表明:C2C网上购物消费者正在高度融合B2C消费者。2006年度,北京、上海、广州三地的网上购物渗透率已经从2005年的25.5%上升到2006年度的30.8%,其中C2C网上购物渗透率从16.2%上升到23.0%,远远超过13.5%的B2C网上购物渗透率。在当当网和卓越网买家中,不在C2C网站购物的比例不足50%,但C2C买家中则有3/4左右的人群不在B2C网站购物。 5.网购运作的六大要素 5.1(货物来源 B2B是企业之间的网上交易、买卖都有企业直接参与,货源一般都有保证,遇到纠纷也可以通过协商或法律途径解决。 而C2C因为是个人与个人之间的交易行为,卖家的货源渠道很多,有自有商品转卖的,有低价批量购买后在网上销售的,也有通过不正当途径取得货物后赚取差价的。目前针对网their own conditions to develop the correct road, the maximum to avoid investment risk, gain profit.(three) vigorously promote the brand. To establish brand awareness, awareness of the use of brand, brand value, brand acquisition performance, enhance the competitive strength. Concentrated manpower, careful planning, packaging and publicity of a number of unique, market influence and coverage of the brand, the implementation of key breakthroughs, to enhance the competitive strength, walking business road the competition of alienation and characteristics, the pursuit of stability and development of the market.(four) to promote the integration of resources. To further broaden their horizons, effective integration of resources within the group, the city resources, other industries and regional resources, mutual trust, mutual benefit, seeking win-win principle, in the framework of national policies and regulations, strict inspection and argumentation, legal consultation, examination and approval procedures, strict regulation of economic activities, attract injection the social investment to the industry group, to achieve leveraging the development, ensure that the value of state-owned assets.(five) to strengthen the construction management personnel. Strengthen the management of education and training of cadres and workers of the existing business, firmly establish the concept of the market, enhance the sense of crisis to adapt to market competition, the sense of urgency, improve the ability to respond to market competition, improve management and operation of the market. At the same time, according to the need of industrial development, vigorously the introduction of high-quality management management personnel, and strive to build a high-quality professional management team, hard work, and promote the entire workforce knowledge structure, age structure, structure optimization and upgrading ability, enhance core competitiveness, adapt to the need of market competition.(six) seriously study the policy for policy. Serious research about social support the development of cultural undertakings in the country and the XX policy, especially the policy of industrial development, financial investment policy, financial policy and tax policy, and actively seek policy, projects and funds, enterprise and industry group mission to promote leapfrog development. 上购物的法律法规还不健全,个别卖家以次充好、以假乱真的欺骗行为不能得到有效监管,水货、假货随处可见,网购时一定要慎重。 5.2(传播方式 网上购物的传播平台是互联网,传播形式主要是在网站上展示产品图片、广告视频、价格信息、服务说明等。 如果把购物网站比作传统意义上的“终端”,那么,网上的产品图片就是货架上的商品,相关说明性文字就是价格标签和终端宣传物料(包装文字、DM单等)。所不同的是,传统终端传播方式是主动与被动相结合,先通过产品包装、柜台陈列吸引消费者眼球,再通过导购员的说服和现场促销让消费者产生购买行为。而网上购物的传播方式是在虚拟的空间中进行,买卖双方无法谋面,消费者只能通过网上的相关信息做出判断。这就要求卖家要充分利用产品图片、价格信息及其它相关元素,促使消费者对产品产生兴趣,进而产生购买意识。 5.3(沟通途径 传统终端的消费者可以直接到化妆品品牌专柜、商超化妆品陈列区与营业员、促销员面对面沟通,通过相互交谈、试用产品等方式对商品产生感性认识,并最终完成买卖交易。 网上购物的消费者则主要依靠现代化的在线交流工具来完成沟通。如QQ、MSN以及购物网站开发的专用聊天工具,如淘宝旺旺等。这种沟通方式方便快捷、成本低廉,但双方均无法深入了解对方的信用信息,交易风险很大。 5.4(支付手段 目前,网购的付款方式很多,采取什么样的方式付款,取决于买卖双方的约定。有款到发货、货到付款、见面交易、通过购物网站专业支付工具中转等。在美国,网上支付已成为主流结算方式,但中国人更喜欢看到货物完好无缺后再付出钱款。据调查,我国网购消费者中有七成以上选择货到付款方式进行交易,一成以上是邮寄购物,只有不到10%的网民选择网上支付。 现阶段,网上购物一直受到安全支付问题的困扰,有关专家建议:最好选择货到付款和同城交易的方式参与网购。签于此,淘宝网率先推出了“支付宝”交易平台。买家可以把货款先打入支付宝账户中,等收到卖家货物后,“支付宝”再把货款交付给卖家。通过支付宝这一“网购中介”,很大程度上规避了交易风险,受到淘宝网民的拥戴。但“支付宝”等第三方支付工具使用程序比较烦琐,亟需进一步完善。 6.物流配送 C2C网站是个人商品交易平台,一般没有自己独立的物流、运输、库存体系。尽管淘their own conditions to develop the correct road, the maximum to avoid investment risk, gain profit.(three) vigorously promote the brand. To establish brand awareness, awareness of the use of brand, brand value, brand acquisition performance, enhance the competitive strength. Concentrated manpower, careful planning, packaging and publicity of a number of unique, market influence and coverage of the brand, the implementation of key breakthroughs, to enhance the competitive strength, walking business road the competition of alienation and characteristics, the pursuit of stability and development of the market.(four) to promote the integration of resources. To further broaden their horizons, effective integration of resources within the group, the city resources, other industries and regional resources, mutual trust, mutual benefit, seeking win-win principle, in the framework of national policies and regulations, strict inspection and argumentation, legal consultation, examination and approval procedures, strict regulation of economic activities, attract injection the social investment to the industry group, to achieve leveraging the development, ensure that the value of state-owned assets.(five) to strengthen the construction management personnel. Strengthen the management of education and training of cadres and workers of the existing business, firmly establish the concept of the market, enhance the sense of crisis to adapt to market competition, the sense of urgency, improve the ability to respond to market competition, improve management and operation of the market. At the same time, according to the need of industrial development, vigorously the introduction of high-quality management management personnel, and strive to build a high-quality professional management team, hard work, and promote the entire workforce knowledge structure, age structure, structure optimization and upgrading ability, enhance core competitiveness, adapt to the need of market competition.(six) seriously study the policy for policy. Serious research about social support the development of cultural undertakings in the country and the XX policy, especially the policy of industrial development, financial investment policy, financial policy and tax policy, and actively seek policy, projects and funds, enterprise and industry group mission to promote leapfrog development. 宝网已经与中国邮政合作构建了自己的 “网汇e” 物流体系,但绝大部分个人商品交易,还是通过快递、卖家送货等方式进行配送。 B2C 、B 2 B则不同。当当等B2C网站,不仅自己进货,还管理着全国的物流体系,卓越网也建设了自己的物流中心,形成一整套物流配送体系,直接保障商品质量。B 2 B以及企业网上商城的物流一般都是通过企业自有的渠道物流体系来完成。 网上购物的物流成本过高,一直是困扰网购发展的重要因素之一。 7.售后服务 目前,我国还没有针对网上购物售后服务问题的专门法律法规。目前,网购的售后服务纠纷,只能从《消费者权益保护法》、《 合同 劳动合同范本免费下载装修合同范本免费下载租赁合同免费下载房屋买卖合同下载劳务合同范本下载 法》、《产品质量保护法》等相关规定中寻找法律支持,由执法部门比照处理。 由于网络具有高度的自由性,监管难度很大,法制和诚信体系又不完善,导致网上购物的交易欺诈、弄虚作假等事件频繁发生。 淘宝、卓越、易趣等知名网站,为实现自身及行业的健康可持续发展,推出了产品有质量问题7天内(各个网站不尽相同)免费上门退货、规定时间内可办理换货、商品免费维修等政策。针对个人卖家,还建立了准入及信用评级制度,如果信用评级不符合要求,将限制卖家的交易行为,甚至开除出局。 网上购物的操作流程充满人性化,但却不尽规范和完善。业内人士认为:除了国家要尽快建立健全相关法律法规外,购物网站还应严格售前、售中、售后一系列规范体系,从根本上保障消费者的利益。 8.办公用品网购的主要消费者有以下几类: 各种数据表明:在网购一族中,办公用品是他们最钟情的商品之一。深圳新闻网进行的“深圳市民网上购物消费习惯”调查结果显示,近七成网购者“钟情”办公用品。 根据权威机构调查显示,有63%的中国网民曾在网上购物,其中大部分是白领和政府办公人员。成为办公用品网购的主要推动力量。 9.喜欢办公用品网购的N种理由 网上购物的飞速发展绝非偶然。与传统办公用品售卖方式相比,网上购物具有八大独特的优点。这是越来越多的消费者选择网购的根本原因。 9.1(购物的便利性 their own conditions to develop the correct road, the maximum to avoid investment risk, gain profit.(three) vigorously promote the brand. To establish brand awareness, awareness of the use of brand, brand value, brand acquisition performance, enhance the competitive strength. Concentrated manpower, careful planning, packaging and publicity of a number of unique, market influence and coverage of the brand, the implementation of key breakthroughs, to enhance the competitive strength, walking business road the competition of alienation and characteristics, the pursuit of stability and development of the market.(four) to promote the integration of resources. To further broaden their horizons, effective integration of resources within the group, the city resources, other industries and regional resources, mutual trust, mutual benefit, seeking win-win principle, in the framework of national policies and regulations, strict inspection and argumentation, legal consultation, examination and approval procedures, strict regulation of economic activities, attract injection the social investment to the industry group, to achieve leveraging the development, ensure that the value of state-owned assets.(five) to strengthen the construction management personnel. Strengthen the management of education and training of cadres and workers of the existing business, firmly establish the concept of the market, enhance the sense of crisis to adapt to market competition, the sense of urgency, improve the ability to respond to market competition, improve management and operation of the market. At the same time, according to the need of industrial development, vigorously the introduction of high-quality management management personnel, and strive to build a high-quality professional management team, hard work, and promote the entire workforce knowledge structure, age structure, structure optimization and upgrading ability, enhance core competitiveness, adapt to the need of market competition.(six) seriously study the policy for policy. Serious research about social support the development of cultural undertakings in the country and the XX policy, especially the policy of industrial development, financial investment policy, financial policy and tax policy, and actively seek policy, projects and funds, enterprise and industry group mission to promote leapfrog development. 静坐家中,鼠标一点,交易既可轻松完成。消费者不必面对化妆品广告的狂轰乱炸,不用奔波于商超、专柜之中,只需根据自己的喜好与需要,寻找你钟情的品牌、产品和服务,“网罗天下”、“货比万家”,轻松作出最适合自己的决定。 网购没有时间、地点的限制,没有腿脚劳顿之苦,是一种很时尚的购物方式,因此深受那些在快节奏中生存的白领欢迎。2005年7月发布的《中国互联网络发展状况统计报告》中显示,有66.4%的网民认为方便快捷是自己选择网上购物的原因。 9.2(选择的丰富性 网购办公用品的货源渠道多样,产品体系丰富,很少有缺货的情况。打开淘宝的办公用品频道“文体”专区,选择一个打印机类,就有80多个品牌办公用品的上千种打印机产品可供选择。如果逛商场、看专柜,这些产品几天时间都逛不完,还未必能找到自己心仪的产品。 9.3(决策的自主性 在网络上,消费者可以真正体会到“当家作主”的感觉。购买决策不会受到促销小姐、推销员的干扰,完全取决于自己的判断。买家还可以查看网民对产品品质、实际效果的相关评价,综合评定核心信息后,做出客观决策。 9.4(服务的个性化 网络最大的特点是强大的互动性。企业可以通过网站收集顾客 意见 文理分科指导河道管理范围浙江建筑工程概算定额教材专家评审意见党员教师互相批评意见 ,在线解答顾客使用产品过程中出现的问题,提供一对一的个性化服务。比如在HP网站进行购物,HP会及时向顾客发送手机短信,提醒收货及使用中相关注意事项,如果出现意外情况,能提示顾客采取相应措施进行应对,并在网上设置购物累计积分,订购商品超过一定数额后,可以获得超值礼品或索取新品试用装等。这种贴身的个性化服务,不断积累着消费者的忠诚度。 9.5(价格优势明显 《中国互联网络发展状况统计报告》数据显示:61.3%的网民选择网上购物的原因归结为价格便宜。在C2C网站,化妆品的价格一般会比传统渠道的销售价格低10-30%。这是因为网购产品直接面向目标消费者,大大减少了中间环节,同时网上开店成本很低,销售范围不受时间、地域限制,广告促销成本几乎为零。但网购化妆品的货源渠道繁杂,水货、假货屡见不鲜,消费者一定要擦亮眼睛。网购时,最好上信誉较好的网站,购买信得过的名牌商品。 9.6(营销成本更低 their own conditions to develop the correct road, the maximum to avoid investment risk, gain profit.(three) vigorously promote the brand. To establish brand awareness, awareness of the use of brand, brand value, brand acquisition performance, enhance the competitive strength. Concentrated manpower, careful planning, packaging and publicity of a number of unique, market influence and coverage of the brand, the implementation of key breakthroughs, to enhance the competitive strength, walking business road the competition of alienation and characteristics, the pursuit of stability and development of the market.(four) to promote the integration of resources. To further broaden their horizons, effective integration of resources within the group, the city resources, other industries and regional resources, mutual trust, mutual benefit, seeking win-win principle, in the framework of national policies and regulations, strict inspection and argumentation, legal consultation, examination and approval procedures, strict regulation of economic activities, attract injection the social investment to the industry group, to achieve leveraging the development, ensure that the value of state-owned assets.(five) to strengthen the construction management personnel. Strengthen the management of education and training of cadres and workers of the existing business, firmly establish the concept of the market, enhance the sense of crisis to adapt to market competition, the sense of urgency, improve the ability to respond to market competition, improve management and operation of the market. At the same time, according to the need of industrial development, vigorously the introduction of high-quality management management personnel, and strive to build a high-quality professional management team, hard work, and promote the entire workforce knowledge structure, age structure, structure optimization and upgrading ability, enhance core competitiveness, adapt to the need of market competition.(six) seriously study the policy for policy. Serious research about social support the development of cultural undertakings in the country and the XX policy, especially the policy of industrial development, financial investment policy, financial policy and tax policy, and actively seek policy, projects and funds, enterprise and industry group mission to promote leapfrog development. 传统的办公用品营销模式是从厂家到代理商,从代理商到经销商,再从经销商到终端(专柜、办公用品专卖店、超市等),由于渠道链条长,营销成本自然“水涨船高”。而网上购物这一营销模式最大限度地减少了中间环节,企业可以直接面对消费者,综合营销成本比传统渠道更低、更少,企业利润率得到了最大化的保障。同时,网上咨询和洽谈能够超越面对面的限制,提供多种的异地交谈方式,为企业拓宽市场赢得了主动,为消费者购物带来了方便,达到了企业与消费者满意的双赢效果。 9.7(全天候销售服务 传统渠道的办公用品售点都有固定的营业时间(多为12小时营业制),很少提供全天候销售服务。网上购物则不同,完全是24小时在线,企业可以随时随地通过网络获得商机,消费者也可以24小时淘自己心仪的商品。 9.8(客情维护方便快捷。 网络拥有强大的客群聚合能力。一条互联网络,可以把全球各地具有相似消费意识、共同消费目的的亿万网民瞬间聚合在一个特定的网站,甚至特定的产品身上。 对于企业来说,消费者是财富的源泉。通过网购,目标消费者不请自来,自动组成“线上购物俱乐部”。“俱乐部”成员,具有较高的办公用品消费意识和消费热情,对某一品牌有类似的看法,甚至拥有相同的偏好。这类人是目标消费者中最活跃的分子,谁率先得到“俱乐部”成员的认同,谁就能最终赢得网购决战的先机。 在网络飞速发展的今天,网络营销与传统销售就像企业的左右脚,缺一只不行,长短不齐也不行。只有两只脚都走路,并且都走得很好,才能形成整合营销的双向统一,才会和谐发展,美丽永存。 有关专家认为,网上购物这种销售渠道会随着网民数量的不断增长和电子商务的不断完善而越办越好,具有非常光明的发展前景。它不会对传统销售渠道构成威胁,只能作为一种新兴渠道与之共同生存,共同发展,任何一方都无法取代对方,因为它们有着各自不同的生存优势。 三、网站营销模式 3.1 网站初步定位: 本网站策划:把办公用品网站当作了一个营销平台,而非办公用品企业网站; 建议: their own conditions to develop the correct road, the maximum to avoid investment risk, gain profit.(three) vigorously promote the brand. To establish brand awareness, awareness of the use of brand, brand value, brand acquisition performance, enhance the competitive strength. Concentrated manpower, careful planning, packaging and publicity of a number of unique, market influence and coverage of the brand, the implementation of key breakthroughs, to enhance the competitive strength, walking business road the competition of alienation and characteristics, the pursuit of stability and development of the market.(four) to promote the integration of resources. To further broaden their horizons, effective integration of resources within the group, the city resources, other industries and regional resources, mutual trust, mutual benefit, seeking win-win principle, in the framework of national policies and regulations, strict inspection and argumentation, legal consultation, examination and approval procedures, strict regulation of economic activities, attract injection the social investment to the industry group, to achieve leveraging the development, ensure that the value of state-owned assets.(five) to strengthen the construction management personnel. Strengthen the management of education and training of cadres and workers of the existing business, firmly establish the concept of the market, enhance the sense of crisis to adapt to market competition, the sense of urgency, improve the ability to respond to market competition, improve management and operation of the market. At the same time, according to the need of industrial development, vigorously the introduction of high-quality management management personnel, and strive to build a high-quality professional management team, hard work, and promote the entire workforce knowledge structure, age structure, structure optimization and upgrading ability, enhance core competitiveness, adapt to the need of market competition.(six) seriously study the policy for policy. Serious research about social support the development of cultural undertakings in the country and the XX policy, especially the policy of industrial development, financial investment policy, financial policy and tax policy, and actively seek policy, projects and funds, enterprise and industry group mission to promote leapfrog development. 网站名称:xxx办公用品网 网 址:www.cnbgyp.cn www.cn-office.net www.cn-office.cn 3.2 营销模式结构图 化妆品电子商务网站+ 网店(淘宝、易趣、拍拍) + 博客(网易博客、新浪博客、搜狐博客) (核心) (直接销售)(扩大宣传范围) 3.3 核心营销运营模式: 3.3.1用户会员制: 会员制度虽已陈旧,它却是一个营销网站的核心部分,网站与会员交流、交易的纽带。会员制度能否成功运作是检验一个营销网站成功的 标准 excel标准偏差excel标准偏差函数exl标准差函数国标检验抽样标准表免费下载红头文件格式标准下载 。从Web2.0角度设计会员制度:活跃用户、增进交互、激励消费、黏着用户 a.用户主动性:让用户体验很自然、很自由,用户可以随意浏览产品,并对产品发表自己的看法和评论。 b.用户互动性:在网站上设立一个新栏目,提供给用户间交流、探讨、推荐好的办公用品。 c.用户激励性:网站上设立一种积分制,用户在网站所有行为都可以作为积分的标准。 3.3.2产品结构优化: a.产品展示友好全面: 把产品友好的、全面的、清晰的展示给用户,给用户交易前留下良好的第一印象。办公用品网站因为自身的产品体系多,从而导致网站整体感觉比较烦乱。现在我们将产品划分成详细的体系,也就是把产品详细归类,每个系列下面多少个/种产品; b.产品展示以用户为导向: their own conditions to develop the correct road, the maximum to avoid investment risk, gain profit.(three) vigorously promote the brand. To establish brand awareness, awareness of the use of brand, brand value, brand acquisition performance, enhance the competitive strength. Concentrated manpower, careful planning, packaging and publicity of a number of unique, market influence and coverage of the brand, the implementation of key breakthroughs, to enhance the competitive strength, walking business road the competition of alienation and characteristics, the pursuit of stability and development of the market.(four) to promote the integration of resources. To further broaden their horizons, effective integration of resources within the group, the city resources, other industries and regional resources, mutual trust, mutual benefit, seeking win-win principle, in the framework of national policies and regulations, strict inspection and argumentation, legal consultation, examination and approval procedures, strict regulation of economic activities, attract injection the social investment to the industry group, to achieve leveraging the development, ensure that the value of state-owned assets.(five) to strengthen the construction management personnel. Strengthen the management of education and training of cadres and workers of the existing business, firmly establish the concept of the market, enhance the sense of crisis to adapt to market competition, the sense of urgency, improve the ability to respond to market competition, improve management and operation of the market. At the same time, according to the need of industrial development, vigorously the introduction of high-quality management management personnel, and strive to build a high-quality professional management team, hard work, and promote the entire workforce knowledge structure, age structure, structure optimization and upgrading ability, enhance core competitiveness, adapt to the need of market competition.(six) seriously study the policy for policy. Serious research about social support the development of cultural undertakings in the country and the XX policy, especially the policy of industrial development, financial investment policy, financial policy and tax policy, and actively seek policy, projects and funds, enterprise and industry group mission to promote leapfrog development. 还要把所有的产品拆乱开,按照用户目标群划分,也就是以用户为导向,让用户第一时间找到适合自己的产品。 c. 产品展示智能化: 增设产品和知识搜索框,方便用户使用。 办公用品行业产品分析: 整个化妆品行业若按生产产品用途可分为六大类: 1.办公设备 2.办公家具 3.纸制用品 4.桌上文具 5.资料管理 6.日常用品 3.3 网店营销模式: 淘宝(C2C\B2C) 易趣(C2C) 拍拍(C2C) 充分利用这些网店从网上获得最直接的买家,同时也就把用户带到了主网站来。(贵在实践,掌握网店交易技巧) 3.4 博客推广模式: 充分利用各大门户博客宣传自己的产品和网站,可不要小看这个博客,有的博客栏目每天在线用户几百万人。(详细看化妆品网站推广 方案 气瓶 现场处置方案 .pdf气瓶 现场处置方案 .doc见习基地管理方案.doc关于群访事件的化解方案建筑工地扬尘治理专项方案下载 ,里面详细说明如何利用博客推广) 四、网站目的及优势 4.1树立全新企业形象 对于一个以办公用品行业企业而言,企业的品牌形象至关重要. 特别是对于互联网技术高度发展的今天,大多客户都是通过网络来了解企业产品,企业形象及企业实力,因此,企业网站的形象往往决定了客户对企业产品的信心.建立具有国际水准的网站能够极大的提升企业的整体形象. their own conditions to develop the correct road, the maximum to avoid investment risk, gain profit.(three) vigorously promote the brand. To establish brand awareness, awareness of the use of brand, brand value, brand acquisition performance, enhance the competitive strength. Concentrated manpower, careful planning, packaging and publicity of a number of unique, market influence and coverage of the brand, the implementation of key breakthroughs, to enhance the competitive strength, walking business road the competition of alienation and characteristics, the pursuit of stability and development of the market.(four) to promote the integration of resources. To further broaden their horizons, effective integration of resources within the group, the city resources, other industries and regional resources, mutual trust, mutual benefit, seeking win-win principle, in the framework of national policies and regulations, strict inspection and argumentation, legal consultation, examination and approval procedures, strict regulation of economic activities, attract injection the social investment to the industry group, to achieve leveraging the development, ensure that the value of state-owned assets.(five) to strengthen the construction management personnel. Strengthen the management of education and training of cadres and workers of the existing business, firmly establish the concept of the market, enhance the sense of crisis to adapt to market competition, the sense of urgency, improve the ability to respond to market competition, improve management and operation of the market. At the same time, according to the need of industrial development, vigorously the introduction of high-quality management management personnel, and strive to build a high-quality professional management team, hard work, and promote the entire workforce knowledge structure, age structure, structure optimization and upgrading ability, enhance core competitiveness, adapt to the need of market competition.(six) seriously study the policy for policy. Serious research about social support the development of cultural undertakings in the country and the XX policy, especially the policy of industrial development, financial investment policy, financial policy and tax policy, and actively seek policy, projects and funds, enterprise and industry group mission to promote leapfrog development. 4.2优化企业内部管理 企业网站的建设将会为企业内部管理带来一种全新的模式.网站是实现这一模式的平台.在降低企业内部资源损耗,减低成本,加强企业员工与员工,企业与员工之间的联系和沟通等方面发挥巨大作用,最终使企业的运营和运作达到最大的优化. 4.3增强销售力 销售力指的是,产品的综合素质优势在销售上的体现.现代营销理论认为,销售亦即是传播.销售的成功与否,除了决定于能否将产品的各项优势充分地传播出去之外,还要看目标对象从中得到的有效信息有多少.由于互联网所具有的"一对一"的特性,目标对象能自主地选择对自己有用的信息.这本身已经决定了消费者对信息已经有了一个感兴趣的前提.使信息的传播不在是主观加给消费者,而是由消费者有选择地主动吸收. 同时,产品信息通过网站的先进设计,既有报纸信息量大的优点,又结合了电视声,光,电的综合刺激优势,可以牢牢地吸引住目标对象.因此,产品信息传播的有效性将远远提高,同时亦即是提高了产品的销售力. 4.4提高附加值 许多人知道,购买产品不仅买的是那些看得见的实物,还有那些看不见的售后服务.这也就是产品的附加值.产品的附加值越高,在市场上就越有竞争力,就越受消费者欢迎.因此,企业要赢得市场就要千方百计地提高产品的附加值.在现阶段,传统的售后服务手段已经远远不能满足客户的需要,为消费者提供便捷,有效,即时的24小时网上服务,是一个全新体现项目附加值的方向.世界各地的客户在任何时刻都可以通过网站下载自己需要的资料,在线获得疑难的解答,在线提交自己的问题. 客户建立B2C的电子商务,满足消费者需求。宣传产品的同时最终还是要进行电子商务,根据公司的需要和计划,确定网站的功能为网上营销型和电子商务型,网站进行的是B2C电子商务,这是市场需求下的产物。 their own conditions to develop the correct road, the maximum to avoid investment risk, gain profit.(three) vigorously promote the brand. To establish brand awareness, awareness of the use of brand, brand value, brand acquisition performance, enhance the competitive strength. Concentrated manpower, careful planning, packaging and publicity of a number of unique, market influence and coverage of the brand, the implementation of key breakthroughs, to enhance the competitive strength, walking business road the competition of alienation and characteristics, the pursuit of stability and development of the market.(four) to promote the integration of resources. To further broaden their horizons, effective integration of resources within the group, the city resources, other industries and regional resources, mutual trust, mutual benefit, seeking win-win principle, in the framework of national policies and regulations, strict inspection and argumentation, legal consultation, examination and approval procedures, strict regulation of economic activities, attract injection the social investment to the industry group, to achieve leveraging the development, ensure that the value of state-owned assets.(five) to strengthen the construction management personnel. Strengthen the management of education and training of cadres and workers of the existing business, firmly establish the concept of the market, enhance the sense of crisis to adapt to market competition, the sense of urgency, improve the ability to respond to market competition, improve management and operation of the market. At the same time, according to the need of industrial development, vigorously the introduction of high-quality management management personnel, and strive to build a high-quality professional management team, hard work, and promote the entire workforce knowledge structure, age structure, structure optimization and upgrading ability, enhance core competitiveness, adapt to the need of market competition.(six) seriously study the policy for policy. Serious research about social support the development of cultural undertakings in the country and the XX policy, especially the policy of industrial development, financial investment policy, financial policy and tax policy, and actively seek policy, projects and funds, enterprise and industry group mission to promote leapfrog development. 五、网站整体结构 5.1 网站首页 网站首页是企业网站的第一窗口,决定客户对企业文化第一印象认知度的关键页面,页面的布局和页面风格的设定,对网站整体定位起着决定性的作用.我们拥有专业而朝气的美工设计队伍,精彩的FLASH矢量动画技术和资深的网站策划工程师.为客户的网站度身定制独有的风格和整体形象结构. 5.2 企业介绍 本栏目采用静态页面,主要功能是宣传企业,通过对企业的基本情况,文化理念,服务,产品的介绍,我们采用灵活运用多种效果,力求将中国办公用品网的形象予以最好的传达. 5.3 产品信息 这个栏目的成功建设,说明这是一个集产品展示,在线定购功能为一体的网上交易系统, 企业已经初步实现了电子商务的应用. 公司通过这个模块来展示自己的产品,产品介绍包括产品图片和详细的文字说明.网站管理员可以在管理后台对产品信息进行增加,删除,修改等操作,并且可以定义该产品是否为新品或推荐产品,以突出展示. 前台按类别展示产品,并设置检索功能,浏览者按类别检索,可以很方便的找到需要了解的产品. 模块特点 1 管理员可管理产品的分类,产品类别分为一级或者二级 2 管理员可发布,删除,修改产品信息 3 管理员可指定产品是否显示,是否属于新品,热销商品 4 管理员可指定新品,热销商品的显示顺序 their own conditions to develop the correct road, the maximum to avoid investment risk, gain profit.(three) vigorously promote the brand. To establish brand awareness, awareness of the use of brand, brand value, brand acquisition performance, enhance the competitive strength. Concentrated manpower, careful planning, packaging and publicity of a number of unique, market influence and coverage of the brand, the implementation of key breakthroughs, to enhance the competitive strength, walking business road the competition of alienation and characteristics, the pursuit of stability and development of the market.(four) to promote the integration of resources. To further broaden their horizons, effective integration of resources within the group, the city resources, other industries and regional resources, mutual trust, mutual benefit, seeking win-win principle, in the framework of national policies and regulations, strict inspection and argumentation, legal consultation, examination and approval procedures, strict regulation of economic activities, attract injection the social investment to the industry group, to achieve leveraging the development, ensure that the value of state-owned assets.(five) to strengthen the construction management personnel. Strengthen the management of education and training of cadres and workers of the existing business, firmly establish the concept of the market, enhance the sense of crisis to adapt to market competition, the sense of urgency, improve the ability to respond to market competition, improve management and operation of the market. At the same time, according to the need of industrial development, vigorously the introduction of high-quality management management personnel, and strive to build a high-quality professional management team, hard work, and promote the entire workforce knowledge structure, age structure, structure optimization and upgrading ability, enhance core competitiveness, adapt to the need of market competition.(six) seriously study the policy for policy. Serious research about social support the development of cultural undertakings in the country and the XX policy, especially the policy of industrial development, financial investment policy, financial policy and tax policy, and actively seek policy, projects and funds, enterprise and industry group mission to promote leapfrog development. 5 支持产品按大分类,小分类,关键字进行模糊搜索 6 结合了购物车功能,顾客订单以电子邮件的形式发送 前台显示页面 ?产品目录显示页面(产品分类展示,产品分类查询.) ?产品详细信息显示页面 ?购物车显示页面 ?订单显示页面 ?产品后台――产品类别添加页面 ?产品后台――产品类别管理 ?产品后台――产品列表 采用静态页面的形式,列出产品的常见问题及解决办法. 推荐采用动态模块 模块介绍 本系统是一个文章管理系统,企业将其在服务过程中遇到的常见问题按类别在网上发布,并且设置问题提交表单,访问者可以在线提交问题.管理员可以在后台管理这些问题,并可根据问题的普遍性选择单独答复或者修改后发布到客户服务系统中.文挡支持分类检索功能. 模块特点 a.类别管理 可灵活地修改,增加,删除内容类别(如对"产品订购,保修条例,维修保养,技术支持,常见问题"进行维护) their own conditions to develop the correct road, the maximum to avoid investment risk, gain profit.(three) vigorously promote the brand. To establish brand awareness, awareness of the use of brand, brand value, brand acquisition performance, enhance the competitive strength. Concentrated manpower, careful planning, packaging and publicity of a number of unique, market influence and coverage of the brand, the implementation of key breakthroughs, to enhance the competitive strength, walking business road the competition of alienation and characteristics, the pursuit of stability and development of the market.(four) to promote the integration of resources. To further broaden their horizons, effective integration of resources within the group, the city resources, other industries and regional resources, mutual trust, mutual benefit, seeking win-win principle, in the framework of national policies and regulations, strict inspection and argumentation, legal consultation, examination and approval procedures, strict regulation of economic activities, attract injection the social investment to the industry group, to achieve leveraging the development, ensure that the value of state-owned assets.(five) to strengthen the construction management personnel. Strengthen the management of education and training of cadres and workers of the existing business, firmly establish the concept of the market, enhance the sense of crisis to adapt to market competition, the sense of urgency, improve the ability to respond to market competition, improve management and operation of the market. At the same time, according to the need of industrial development, vigorously the introduction of high-quality management management personnel, and strive to build a high-quality professional management team, hard work, and promote the entire workforce knowledge structure, age structure, structure optimization and upgrading ability, enhance core competitiveness, adapt to the need of market competition.(six) seriously study the policy for policy. Serious research about social support the development of cultural undertakings in the country and the XX policy, especially the policy of industrial development, financial investment policy, financial policy and tax policy, and actively seek policy, projects and funds, enterprise and industry group mission to promote leapfrog development. b.文章管理 自由修改文章内容,管理员自由完成文章的增加,修改,删除操作 c.客户问题管理 客户提交的问题不在网站前台显示,管理员自由选择将普遍问题发布或单独给客户回答问题 d.客户问题修改 管理员在发布客户提交的问题前可以对问题的标题,回答修改 e.问题查询 客户,网站管理员可按类别,关键字查询问题 模块功能说明 ?客户服务目录显示页面 说明:目录可以按类别,关键字分页列表,点击目录标题进入详细信息显示页面. ? 客户服务详细情况显示页面 ? 客户服务管理后台――类别添加显示页面 ? 客户服务管理后台――类别管理显示页面 ? 客户服务管理后台――客户问题显示页面 ? 客户服务管理后台――客户问题答复页面 ? 客户服务管理后台――说明文档提交页面 ? 客户服务管理后台――说明文档目录显示页面 5.4 销售联系 their own conditions to develop the correct road, the maximum to avoid investment risk, gain profit.(three) vigorously promote the brand. To establish brand awareness, awareness of the use of brand, brand value, brand acquisition performance, enhance the competitive strength. Concentrated manpower, careful planning, packaging and publicity of a number of unique, market influence and coverage of the brand, the implementation of key breakthroughs, to enhance the competitive strength, walking business road the competition of alienation and characteristics, the pursuit of stability and development of the market.(four) to promote the integration of resources. To further broaden their horizons, effective integration of resources within the group, the city resources, other industries and regional resources, mutual trust, mutual benefit, seeking win-win principle, in the framework of national policies and regulations, strict inspection and argumentation, legal consultation, examination and approval procedures, strict regulation of economic activities, attract injection the social investment to the industry group, to achieve leveraging the development, ensure that the value of state-owned assets.(five) to strengthen the construction management personnel. Strengthen the management of education and training of cadres and workers of the existing business, firmly establish the concept of the market, enhance the sense of crisis to adapt to market competition, the sense of urgency, improve the ability to respond to market competition, improve management and operation of the market. At the same time, according to the need of industrial development, vigorously the introduction of high-quality management management personnel, and strive to build a high-quality professional management team, hard work, and promote the entire workforce knowledge structure, age structure, structure optimization and upgrading ability, enhance core competitiveness, adapt to the need of market competition.(six) seriously study the policy for policy. Serious research about social support the development of cultural undertakings in the country and the XX policy, especially the policy of industrial development, financial investment policy, financial policy and tax policy, and actively seek policy, projects and funds, enterprise and industry group mission to promote leapfrog development. 公司的详细联系方式,方便访问者查询. 5.5 售后服务 5.6 在线订单 本栏目为静态页面,是一个在线表单提交页面,浏览者可以在线填写表单,表单以电子邮件的形式发送到管理员信箱. 该栏目主要针对那些对企业产品比较熟悉的客户,他们可以直接在表单中填写所需的产品名称,数量等信息,不用到产品一个个的选择. 六、网站设计特色 网站栏目设计以产品系列为主,直观清新,给人一种视觉上的舒适感。让客户更好的了解信息,采用的图片清晰度高,占用空间少。下载速度快,同时,根据目标访问群体层次的不同,(如地区性,年龄阶层的差异性)适应每一类消费者的需求。网站改版计划定于每半年进行较大规模的改版,不断补充,更新,调整内容及页面的不断创新。 七、网站维护 负责网页的及时更新,如有新消息,新资料,由代理商发到管理员信箱,或直接交给管理员、管理员收到资料后必须以最快的速度将最新的美容产品资讯发布到网站上,对服务器及软硬件,数据库维护,对可能出现的问题进行评估,制定响应时间。在维护网页的同时,必须保证页面下载速度快,保证浏览者能及时看到页面信息,与客户及时互动,扩大宣传效果和影响力。网站的维护要制度化、规范 八、网站测试 网站发布前要细致周密的测试,以保证正常浏览和使用,对服务器的安全性和稳定性,程序和数据库,兼容性进行测试。 their own conditions to develop the correct road, the maximum to avoid investment risk, gain profit.(three) vigorously promote the brand. To establish brand awareness, awareness of the use of brand, brand value, brand acquisition performance, enhance the competitive strength. Concentrated manpower, careful planning, packaging and publicity of a number of unique, market influence and coverage of the brand, the implementation of key breakthroughs, to enhance the competitive strength, walking business road the competition of alienation and characteristics, the pursuit of stability and development of the market.(four) to promote the integration of resources. To further broaden their horizons, effective integration of resources within the group, the city resources, other industries and regional resources, mutual trust, mutual benefit, seeking win-win principle, in the framework of national policies and regulations, strict inspection and argumentation, legal consultation, examination and approval procedures, strict regulation of economic activities, attract injection the social investment to the industry group, to achieve leveraging the development, ensure that the value of state-owned assets.(five) to strengthen the construction management personnel. Strengthen the management of education and training of cadres and workers of the existing business, firmly establish the concept of the market, enhance the sense of crisis to adapt to market competition, the sense of urgency, improve the ability to respond to market competition, improve management and operation of the market. At the same time, according to the need of industrial development, vigorously the introduction of high-quality management management personnel, and strive to build a high-quality professional management team, hard work, and promote the entire workforce knowledge structure, age structure, structure optimization and upgrading ability, enhance core competitiveness, adapt to the need of market competition.(six) seriously study the policy for policy. Serious research about social support the development of cultural undertakings in the country and the XX policy, especially the policy of industrial development, financial investment policy, financial policy and tax policy, and actively seek policy, projects and funds, enterprise and industry group mission to promote leapfrog development.
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