About Internet Marketing Plan

Five articles on Internet marketing planning cases

In order to ensure that things or work are carried out smoothly, we need to formulate a plan in advance. The plan is formulated after comprehensively considering the factors related to the thing or problem. Written plan. How to formulate a plan? The following is an online marketing plan that I have carefully compiled. It is for reference only. Let’s take a look. Internet Marketing Plan 1

1. Overview

(1) Company Overview

Mickey is based on cartoon characters such as Mickey Mouse, Donald Duck, and Pluto. It is a global children's brand with a design theme. It mainly produces and sells children's clothing between 4 and 14 years old, and mainly sports and leisure wear. It mostly uses knitted fabrics with bright colors and comfortable wear. The patterns revolve around wit, bravery, and liveliness. The children's clothing brand is designed based on some interesting stories that happened around the kind-hearted Mickey and his good friends. The top ten most popular Chinese children's clothing brands are among the top ten Chinese children's clothing brands. They mainly focus on sports and leisure wear, mostly using knitting, bright colors and wearables. Comfortable; the patterns revolve around some interesting stories that happened around the witty, brave, lively and kind-hearted Mickey and his good friends, giving children an all-round dreamlike feeling and becoming a leader in the children's world. Internationally renowned brand, the image of Mickey Mouse is a household name. Disney Mickey was founded in __ and has become an international brand with a high reputation in the world. Guangdong Yongjun Economic Development Co., Ltd. is one of the largest licensees of Walt Disney (Shanghai) Co., Ltd. in China.

Yongjun has successfully interpreted Disney culture, created multiple product brands, and developed multiple projects such as leather goods, shoes, clothing, home furnishings, and jewelry. It has built the leather goods (Mickey Store) into the strongest leather goods chain store in the country, covering nearly 2,000 Mickey stores across the country, and is favored by millions of fashion consumers aged 15-45

2. Market Analysis

(1) Target market analysis

Mickey stores are located in cities and counties across the country, and their existing products have a huge market share. Serving fashion consumers in the golden age group of 15-38 years old. Disney's Mickey Mouse is famous all over the country. The cute cartoon image makes people unable to put it down. Surveys show that there are currently more than 300 million children under the age of 16 in my country, accounting for about a quarter of the country's population, not to mention It is said to be 15-38 years old, so the target market is broad.

(2) Current status of the industry

my country's children's clothing industry has developed rapidly, and the domestic market environment has quietly changed. Joining the WTO has also created a broader market space for the development of my country's children's clothing industry. The children's clothing market is becoming increasingly mature, and the industrial environment for children's clothing is also improving. Currently, my country's children's clothing industry is facing a comprehensive industrial upgrade. According to statistics from the Statistical Information Center of the China Textile and Apparel Industry Association, for three consecutive years, my country's children's clothing production has grown rapidly

(3) Consumer analysis

Today's children are more important in the eyes of adults They are all treasures, and they will have whatever they want. As long as it is something that their children like, parents are generally responsive and want their children to be beautiful. Nowadays, the consumption level of children in our country is constantly increasing.

3. Marketing Objectives

Expand the Chinese market and enhance public awareness of the brand through brand licensing of Disney series characters and through FMCG channels

Knowing is the operating model of Disney China.

According to Disney, Mickey is a well-known animated star, and many children have been accompanied by Mickey in their growing memories. Mickey’s cute big ears and signature moves have left many wonderful memories in children’s minds. Now, Disney’s cartoon characters have begun to enter life, enter children’s world, and interpret classic fairy tales with children

4. Marketing Strategy

1. Marketing of image concepts Mickey and Minnie are animated characters in fairy tales or cartoons. Due to their unique image charm and childlike cultural heritage, everyone in the Chinese children's clothing industry is familiar with children's clothing brands.

In the national children's clothing market sales rankings, Mickey has topped the list many times. By interpreting this well-known children's clothing brand, which is especially popular with children, the author found that the uniqueness of Mickey is that it has created its own path to success with an "image-concept" marketing method.

Mickey is a global children's brand based on these cartoon characters. It mainly produces and sells clothing for children aged 4-14, mainly sports and leisure wear, mostly using knitted fabrics, The colors are bright and comfortable to wear; the patterns are designed around some interesting stories that happened around the witty, brave, lively and kind-hearted Mickey and his good friends; the colors are mainly red, yellow and blue, with the addition of annual popular colors. Leading the latest trends; combined with shoes, bags, stationery, and other groceries, the different color combinations give children an all-round dreamlike feeling and become a leader in the children's world.

Mickey Mouse, a happy and cute cartoon image, first laid an "image" foundation in people's minds. Merchants are based on children's love for cartoon images.

2. Rent “Mickey”: Every year, Disney brings its licensees together for one or two exhibitions. Disney will rent a venue to realize one-stop shopping for the company's brands, and each licensee will pay a certain rent based on the area occupied. Bringing licensees together can indeed attract many consumers.

3. Channel strategy: In China, Disney’s TV channels have been difficult to launch. Therefore, focusing its development on the consumer goods business has become its method of “saving the country through curves”. Disney China's operating model is to expand the Chinese market through fast-moving consumer goods channels through brand licensing of Disney series characters and enhance public awareness of the brand.

4. Sales channels: During holidays or peak sales seasons, Disney China’s consumer goods department will also personally establish cooperation with stores such as Wal-Mart, Carrefour and Tesco to guide and assist licensees in opening up retail channels. After combining licensors, everyone can obtain more advantageous entry conditions.

5. Website design

Disney Children’s Clothing is the first brand of online children’s clothing.

Mickey children’s clothing is designed with the animal images of Disneyland as the design theme. The wonderful and fashionable design elements of Disney Mickey and the innovative cultural capital inject strong vitality into the products, bringing happiness and stress to the children. It brings the wonderful life of Disneyland to children, making them addicted to it. Internet Marketing Plan 2

1. Overall Overview of the School

Competition in the same industry is relatively fierce. The more representative ones include Erduo Education and Training, Ganzhou Xinhui Vocational School, and Ganzhou Yinghua Traditional Education, which started late and are not well-known. Entering keywords into the search engine does not allow you to accurately enter __. The target population is relatively unconcentrated and scattered.

2. Trends in Internet Marketing

Micro era, micro marketing. The rise of Weibo, (196 million), and WeChat (total users is 600 million, domestic users are 500 million) is enough to prove this point.

O2O seizes the changes of the times. A brand-new e-commerce model is exerting spring-like enthusiasm, and many companies are making gold here.

SNS communities are popular, such as YY (the president of Duowan announced that the total number of YY users has exceeded 200 million). This platform gathers many people who are eager to seek knowledge. There are relatively many high-end people who are innovative in traditional teaching models.

Instant messaging tools are still at the forefront of the times.

Mobile terminals are the biggest trend in the future

3. Determination of network platforms

Tencent (eighth in the world, first in China): QQ (divided into enterprises and individuals), QQ groups, Space, email, SouSouQiQ, sharing

Baidu (10th in the world, 2nd in China): knowledge, experience, encyclopedia, Tieba, index (available for keyword selection), network disk

Sina: Weibo, blog, Sina Q&A, forum, advertising

NetEase, Sohu and other portal websites (together with the previous Tencent and Sina, they are collectively known as the four major portal websites)

Well-known domestic forums such as Tianya, Douban, and Maopu, as well as related industry websites

Created a localized national lifestyle website. For example, 58.com, Baixing.com, Ganji.com, etc.

Various well-known websites in the local area (eighteen counties and cities in southern Jiangxi). For example, Ganzhou Information Port, Ganzhou Forum, etc.

Major search engines. Such as Google, 360, Sogou and other platforms

4. Determine the progress of online promotion work

1. Register at least 5 mailboxes and associate them in the corporate mailbox.

2. Register on WeChat and Weibo in the name of the school or the academic education consultant. The content is required to be updated every day, and the content is required to be novel and pragmatic

3. Write soft articles, at least one article per week. Soft articles should be incisive, practical, and timely interspersed with information about your school.

4. After all account registrations are completed, no less than 20 pieces of academic education information will be sent out every day (for two to three months).

5. Add relevant information about your school on the encyclopedia platform.

6. Add your school’s information to well-known education websites to increase the overall inclusion volume.

7. Publish external links.

8. Collect relevant personnel information on major websites. And pull it to the school QQ group.

9. Maintain daily interactions with potential students and teach relevant knowledge.

10. A market update of website content.

11. Create your own exclusive post bar.

5. Collect potential customers

In fact, it is done every day. After corresponding promotion in the early stage, there should be a relatively higher number of views. At this time, it is time to collect the customer's information, including the customer's name, gender, whether they are married, phone number, QQ, email, and intensity of intention and make corresponding forms.

6. Advertising

1. Whenever registration for various exams starts, you can look for potential customers on competitor websites

2. Where you are Focus on promoting the exam in QQ and QQ groups

The goal is: to identify potential customers in a short period of time.

7. Visit the school offline to discuss specific matters.

8. Promotional goals:

7-day related information will be entered into major websites and successfully included.

Receive no less than 3 inquiries in 15 days.

Receive no less than 10 inquiries within 30 days.

Internet Marketing Plan 3

Time is always passing by quietly, and 20__ is gradually leaving us. In order to carry out the work in an orderly manner in 20__, the following work plan is now made:

1. Routine maintenance and update of the company’s website

Timely update of the company’s website background information and product pictures, manage and update the content of the company’s website, and keep it in a state of constant updating, approximately every day Take an hour to update the product keywords and product introductions on the backend of the company's website,

2. Online promotion

1. Pay attention to the ranking of product information on Baidu, Targeted registration of various B2B platforms, forums, post bars, etc. (When registering e-commerce website information, the content must be detailed, detailed company information, detailed product supply information)

2. Use relatively well-known The website publishes our company's information and products to expand the visibility of our company's products, such as Good Speaker, One Call and Hundred Responses, Lights, Global Economics and Trade, Global Kitchen and Bathroom, etc.

3. Due to different seasons, targeted release of products

1) From February to April, mainly promotional products, advertising pens - pens, advertising sabers, contouring Sets, keychains, storage bags, cups, ornaments, advertising mouse pads, condiment bottles, etc.

2) From May to July, mainly advertising bottle openers, fans, picnic bags, picnic mats, and beaches Mainly leisure chairs, outdoor tableware, heatstroke prevention gift boxes, etc.

3) August-October Lock cups, crisper boxes, travel tableware, vase ornaments, silk paintings, tempered glass bowls, etc.

November to January next year, quilts, cashmere scarves, efficiency manuals, notebooks, fitness supplies, dry goods gift boxes, etc.

4) Post some targeted posts for special holidays

4. Always pay attention to QQ dynamics, grasp the content of customer inquiries, answer customer questions in a targeted manner, strive to develop and track potential customer resources online, and use timely online tools, telephone communication, etc. to complete sales work.

3. Management of Tianyou Software

1. Update the product content on Tianyou Software at any time, release new product information, and set aside 1 hour every day to deal with business opportunities on Tianyou Software ( Product keywords, product content, product titles) are updated in a timely manner to add new product opportunities in a timely manner

2. Manual input of Tianzhu software takes one hour a day

4. Products Knowledge learning

Product performance, usage, etc., so as to better communicate with customers when answering the phone. Internet Marketing Plan 4

(1) Implementation of Internet Marketing Strategy:

After formulating a good development strategy, we need to have a feasible promotion plan to ensure its implementation. We You can follow the following steps:

Determine the responsible departments, personnel, functions and marketing budget:

Internet marketing is a marketing work and is generally responsible for the marketing department, under the leadership of the deputy general manager of marketing. Next work. Generally, a specialized department or working group should be set up, with members composed of network marketers and network technicians. Even if the work is streamlined in the early stage, a dedicated person should be responsible for the investigation, planning, coordination, and organization in the early stage of the work. The tasks are heavy and it is difficult to work part-time. Ensure work is completed.

The responsibilities of full-time Internet marketers should include:

(1) Integrate the opinions of various departments of the company, formulate website construction plans, and lead the implementation of website construction.

(2) Daily maintenance, supervision and management of the website.

(3) Formulation and implementation of website promotion plan.

(4) Online feedback information management.

(5) Independently carry out online marketing activities.

(6) Provide online marketing support to other departments of the company.

(7) Collection and management of online information resources, providing guidance on the application of company network resources.

We will ensure the greatest possible savings in terms of online marketing expenses, but we still need to estimate the possible investment. Our marketing budget mainly comes from:

(1) Staff wages

(2) Hardware costs: such as computer purchase

(3) Software costs: such as space rental, web page production, web program development, database development

(4) Others: such as Internet access fees, online advertising fees, etc.

(2) Comprehensive opinions from various departments to build a website interactive platform

As the main carrier of online marketing, the company website Its own quality directly affects the level of online marketing. At the same time, the website is not only for marketing functions, but also includes functions such as corporate image display, customer service, company management and cultural construction, cooperative enterprise communication, etc. Only when it comprehensively integrates all aspects of the company Only on the premise of receiving opinions can a website platform that meets the requirements be gradually established.

When building a website, you should pay attention to the following functions:

(1) Rich information: Too little information is a common problem on company websites;

(2) Appropriate unity of beauty and practicality: focus on practicality, taking into account visual effects;

(3) Powerful functions: Only with corresponding functions can the requirements of various departments of the company be met.

(4) Humanization of the website: Starting from the customer's perspective rather than focusing on the company

(5) Interactive function: Strive to increase visitor participation opportunities and achieve online interaction.

(3) Develop a website promotion plan and implement it

Once you have a good website platform, you should then implement website promotion. The process of website promotion is also the process of brand and product promotion.

Factors that should be considered when formulating a website promotion plan are:

(1) The scope of potential users of the company’s products;

(2) Clearly distinguish the company’s products What are the characteristics of end users, purchasing decision-makers and purchasing influencers, and what are their online habits?

(3) Who should we mainly promote to;

(4 ) How can we promote to them with better effect;

(5) Whether we need to use traditional media and how to use it;

(6) What are the promotion methods of our competitors;

(7) How to keep publicity costs low.

Means we can use:

(1) Search engine login;

(2) Exchange connections between websites;

( 3) Establish a mailing list and use email promotion;

(4) Promote through online forums and bbs;

(5) Promote through news groups;

(6) Indicate the website address in the company’s business cards and other external materials;

(7) Add website promotion in all the company’s external advertisements;

(8) Use traditional media for appropriate publicity . Internet Marketing Planning Case 5

Experiment Purpose

The learning purpose of this experiment is to enable students to systematically master the theories, methods and methods of Internet marketing through comparison with traditional marketing theories and methods. Skills, initially possessing the basic abilities of market research and analysis, Internet marketing plan planning and implementation in the Internet environment, and cultivating students' thinking and practical abilities in Internet marketing plan planning.

Experimental content and requirements

1. Understand the content and principles of formulating an Internet marketing strategic plan;

2. Formulate an Internet marketing strategic plan for an enterprise Book.

Experimental methods, procedures and structural testing

1. Use search engines to investigate the steps and content of the online corporate Internet marketing strategic plan;

2. Settings A certain company uses the Internet to investigate its competitors and target customers;

3. Use the theories learned and refer to the online survey results to formulate an online marketing strategic plan for it;

1. Overview of Nokia

Nokia is a global leader in mobile communications and drives the continued development of the broader mobility industry. Nokia is committed to providing easy-to-use and innovative products, including mobile phones, imaging, games, media and solutions for mobile network operators and enterprise users, that enrich people's lives and improve their work efficiency. Nokia shares are listed on five major global securities markets, with shareholders located around the world.

2. Purpose of planning

Technology is becoming more and more developed, communications are improving day by day, mobile phones are currently the most popular communication tool, and competition in the mobile phone industry is becoming increasingly fierce. We must make our own brand To enter the market, we need to occupy the market, increase market share, and become the true Beidou in the mobile phone industry. We need to make the mobile phone industry follow Nokia, update the mobile phone industry, and lead the mobile phone industry.

3. Marketing Overview Analysis:

(1) With the development of science and technology, the communication industry is becoming more and more developed. Mobile phones have become common, and Nokia leads the mobile phone market. As the largest export enterprise in China's communications industry, Nokia has a good business philosophy and a large scale of operations.

(2) With the development of communications, all kinds of communication equipment have appeared. Only pressure can generate power. Nokia is also facing a lot of pressure. The most influential one in the mobile phone industry is Motorola. Well, if Nokia wants to take the top spot in the mobile phone industry, it must not only work hard in the real market, but also have a good business philosophy on the Internet. Because technology is developed and computers are popular, the Internet is indispensable in our lives. The missing part, if you want to seize the market, you cannot ignore the network part.

(3) Environmental analysis: Since the reform and opening up, science and technology have developed rapidly and people's lives have generally improved. Mobile phones are no longer a symbol of the rich. They have become a consumer object for the public and are becoming more and more popular. More people buy mobile phones. But buyers are people of all levels, so the mobile phone industry cannot blindly produce mobile phones, but should do a good job in market positioning according to the surrounding environment. What kind of mobile phones should be produced more and what kind should be produced less? Do a good job of analysis.

(4) Corporate image analysis: Relying on innovative technology, Nokia's position as a leading supplier of China Mobile communication systems, terminals, and broadband network equipment continues to strengthen. Nokia is the largest export company in China's mobile communications industry. China is also one of Nokia's important production and R&D bases in the world. Nokia has six R&D institutions and four production bases in China, with offices spread across the country and more than 6,000 employees. It has a very good corporate image, and the Nokia brand has been well established and widely recognized by the public.

(5) Product analysis: People’s consumption has increased, and their vision has also increased. Therefore, if you want to capture the hearts of the masses, you cannot produce a single mobile phone. Nokia has done this. There are many styles of Nokia mobile phones, such as Nokia N70, Nokia 6300, etc. Each has its own fashion, and its products are updated very quickly. They can keep up with the needs of consumers. There is always a model you like!

(6) Competition analysis: Although Nokia has a good business philosophy , has very strong strength, but we still cannot ignore its competitors in the industry. Motorola models and update speeds put a lot of pressure on Nokia. At the same time, those no-name phones are also favored by some consumers because of their low prices. , If Nokia wants to remain invincible in the communications field, it cannot relax a little and must always pay attention to its competitors.

(7) Consumer analysis: Consumers want to buy high-quality and low-priced goods. What they value is the quality and price of the goods. Therefore, Nokia must proceed from reality and produce more mass mobile phones. , with good quality assurance and a price acceptable to consumers, so that we can capture consumers.

4. Comprehensive market analysis

(1) Analysis of opportunities and risks:

The widespread use of mobile phones is a good opportunity for mobile phone manufacturers , as long as you seize this opportunity, you can get ideal benefits, but at the same time, opportunities and risks coexist. You must produce mobile phones that suit the public and let the brand penetrate the hearts of the public, otherwise it will create opportunities for other manufacturers.

(2) Analysis of advantages and disadvantages:

As the largest export company in China’s communications industry, Nokia has good advantages and has fully grasped the market and consumption strategically. In line with the trend, the brand strategy avoids technical disadvantages and positions the image of the corporate brand with superb humanistic appeals. At the same time, it segments the market and implements personalized brand promotion strategies in depth. However, Nokia's mobile music still has flaws, which is not as good as Motorola's, so Nokia still needs further updates in mobile music. What you have to do is to do your best without any flaws.

5. Internet Marketing Objectives

(1) Establishment of Internet Brand:

Nokia is a brand machine and has a strong brand status in the minds of consumers. At the same time, if Nokia wants to build a brand on the Internet, it can let consumers better understand Nokia through small advertisements on web pages, so that Nokia's brand is no longer limited to reality, but coexists with the Internet.

(2) Sales promotion:

Nokia’s sales have always been very high, but at the same time, it needs further promotion to further increase its sales. Nokia can adopt various forms Promote its sales. It can take the form of pre-stored phone bills, and the mobile phone is sold at a low price or even for free, which can better promote its sales.

(3) Online sales:

Most of the current mobile phone sales are in the form of exclusive stores. With advanced technology, mobile phone sales can no longer be limited to exclusive stores. stores, the Internet has entered daily life, and people can shop online through computers, so Nokia must seize the opportunity, seize the potential market of online shopping, and do a good job in Nokia's online sales.

6. Internet Marketing Strategy

(1) Positioning of the target market:

Market segmentation is an important part of corporate marketing activities. It is the basis for enterprises to understand the market and its competitive structure, and is also the basis for enterprises to make market decisions. If a company cannot segment its market correctly, it cannot make effective market decisions. When market competition develops from the breadth of geographical and economic levels to the depth of demand structure (such as the current home appliance industry, telecommunications industry, and the upcoming retail industry, banking industry, and insurance industry, etc.), the market also changes from tangible to detailed. The segmentation is transformed into intangible segmentation (target market abstraction). At this time, it is particularly important to use scientific market research methods to correctly segment the market. Especially after market competition has entered a state of intense competition, a correct understanding of the market competition structure often becomes the key to defeating competitors. Kia needs to segment the market well and take care of each market segment. It cannot only produce mobile phones that are suitable for the consumption of high-end consumers, nor can it only produce mobile phones for the consumption of the lower class. It must grasp each market segment. , the target market must be well positioned. Only by positioning the target market well can you better grasp the market.

(2) Product and price positioning:

Consumers are all pursuing fashion, and a single mobile phone cannot meet the needs of consumers, so Nokia must avoid this production defect. We cannot produce those single mobile phones. We must integrate production with consumer needs, produce products that consumers like, and position our products well.

At the same time, price positioning is also very important. We must take into account all consumer groups. We cannot blindly produce high-end mobile phones and set prices very high, nor can we produce more low-end mobile phones just to take care of middle- and lower-class consumers. Price positioning is also very important in the marketing process and cannot be ignored.

(3) Channels and promotion strategies:

Nokia is committed to providing easy-to-use and innovative products, including mobile phones, graphics, games, media, and products for mobile network operators and enterprises Solutions for users; relying on innovative technology, Nokia's position as a leading supplier of China Mobile communications systems, terminals, and broadband network equipment continues to strengthen.

7. Implementation strategies of the Internet marketing plan

(1) Establishment of website:

Nokia needs to build a good website so that consumers can He can clearly see the information he wants to see. For example, the homepage of the website should clearly display Nokia's company profile, introduction of new products, and the latest developments in Nokia mobile phones. Consumers can find the information they are looking for through this website.

(2) Promotion of online marketing:

1. You can put some new models on the web through floating advertisements, and consumers can see those when they go online. Floating ads to better understand Nokia mobile phone updates.

2. You can also send Nokia's latest news to registered users via email. It can let them know the latest developments of Nokia in a timely manner.