天猫营销活动策划方案.docxVIP

天猫营销活动策划方案

目录

1.活动策划方案概述........................................3

1.1活动背景与目标.......................................3

1.2活动定位与主题.......................................5

2.活动目标分析............................................6

2.1市场分析.............................................7

2.2目标客户分析.........................................8

2.3竞争对手分析.........................................9

3.目标顾客与市场定位......................................9

3.1目标顾客画像........................................11

3.2市场定位策略........................................11

4.营销策略与活动内容.....................................12

4.1推广方式............................................14

4.1.1线上推广策略....................................15

4.1.2线下推广策略....................................17

4.2促销手段............................................19

4.2.1价格优惠........................................20

4.2.2赠品赠送........................................21

4.2.3抽奖活动........................................22

4.3活动内容............................................23

4.3.1活动页面设计....................................25

4.3.2互动环节........................................26

5.营销活动执行计划.......................................27

6.KPI与数据跟踪..........................................28

6.1关键绩效指标........................................29

6.2数据跟踪计划........................................30

7.风险评估与应对措施.....................................30

7.1可能风险分析........................................31

7.2风险应对策略........................................32

8.推广预算与资金规划.....................................33

8.1预算编制............................................35

8.2资金使用计划........................................36

9.活动效果评估与总结.....................................37

9.1效果评估标准........................................38

9.2数据分析与总结......................................40

10.附件与参考资料........................................42

10.1相关法律法规.......................................42

10.2参考案