Network marketing plan 1:
order
With the informationization of life and the popularization and application of computers, online shopping has replaced the traditional shopping mode. Online shopping is not limited by time and space, and product diversification gives consumers more convenience and choices, attracting more and more consumers. It is a popular shopping mode now, so opening a shop online has become a trend, and more and more people choose to start businesses online. Network entrepreneurship has low cost and high income. Through the investigation and analysis of the market, we chose to start an online business, chose the virtual recharge market according to the market demand, and opened an online shop specializing in ordering game cards.
1. Project background analysis
1. 1 background and present situation of e-commerce industry
Since China began to develop e-commerce from 65438 to 0998, it has also developed at an amazing speed, and almost all walks of life have made achievements in e-commerce. E-commerce now accounts for 13% of the national total consumption level, and it is developing at a high speed.
Analysis of the development of 1.2 XXX (the type of goods you choose)
I am engaged in the research on the direction of online game card ordering, mainly engaged in the virtual card ordering and official CDK of several popular games of Tencent QQ. As we all know, online games have become a necessity for people's life, leisure and entertainment. It can give people a sense of relaxation when they are tired from work, and it can also give people a sense of accomplishment and satisfaction that cannot be reflected in real life. Let people relax in the tense work life, so as to work and live better.
At present, the game market in China is very large, and the relevant supporting facilities are relatively perfect. The laws and regulations on games are quite sound, which also makes the game market in China develop healthily. The development speed of games is the fastest and most profitable in the field of e-commerce.
I study the most popular games on the internet now, and also the most popular games with the largest number of gamers. Moreover, in order to better display their skills and hegemonism in the game, most of these gamers are willing to spend RMB to equip their game characters and make them stronger, thus demonstrating their heroism. With the market, businesses will have the means to make profits, and these potential users will constantly recharge to equip their own game characters, so as to stabilize the position of the Lord in the game.
Analysis of the Current Situation of1.3cC2C E-commerce Platform
I mainly study Taobao, which is a comprehensive platform with various merchants and huge consumer groups. It is also the leader and main force in the field of e-commerce in China. Taobao is one of the best choices for network entrepreneurs who have just started their business. Taobao spent 1 trillion last year. What a big number this is, and these transaction amounts are independently completed by thousands of CtoC merchants. This shows the value of Taobao, which is a milestone in the field of e-commerce in China. Firstly, it realizes the feasibility, security and convenience of online transactions.
Mr. Ma Yun, the founder of Taobao, said at last year's online business conference that Taobao will create a transaction volume of 10 trillion this year, and behind such a large transaction volume is strong technical support and the gradual improvement of laws and regulations to match the results. The future development of Taobao is bright, and it is an e-commerce platform with unlimited potential. It is also the cradle of thousands of successful small and medium-sized entrepreneurs in Qian Qian.
Taobao has its own clear laws and regulations in the future development, internal management of enterprises, management of small and medium sellers, etc. Anyone in Taobao must rely on it to act. This gave it a good and healthy development guarantee, so I also chose it.
2. Market analysis and positioning of the project
2. 1 Swot analysis of project development environment
2. 1. 1 inherent advantages
(1) We need to think about the friends around us, who haven't seen the mobile phone and who don't need it.
(2) Without logistics, a transaction can be completed in a few minutes. Without logistics, there will be no disputes arising from the mistake of express delivery location.
(3) Less funding, but no money. You can start a business with 300 yuan. And the operation is simple. As long as you start the software, everything is done automatically by the software. There is no need for inventory, and there is no need to consider the problem that goods cannot be sold under pressure.
(4) Suitable for part-time jobs, without buying anything in advance or wasting time running around. As long as you have a computer, you can complete the transaction at any time without being bound by a fixed place.
(5) It is difficult to accumulate credibility quickly. The difficulty lies in the gradual accumulation of credibility. Without credibility, the customer churn rate will be high. As for the phone bill, it is possible to raise the drill within the week.
2. 1.2 internal disadvantages
Now the credit of Taobao shop is divided into two types: virtual baby transaction and physical baby transaction.
What is a virtual baby? Mainly refers to the goods that can complete the transaction without logistics, such as online game cards, telephone recharge and so on.
What is a real baby? Mainly refers to some physical objects that need logistics participation, such as clothing and cosmetics. There is a special kind of physical treasure, such as software on Taobao, shop decoration, virtual host, website construction, decoration template and so on. , all belong to the life service category of physical baby, so the transaction brought by this kind of baby also belongs to the physical baby transaction.
I believe many friends will know that my store used to operate automatic recharge software. I also did recharge business in the early days of this industry, so I accumulated a lot of virtual baby transactions.
However, since Taobao introduced some new rules after July 8, and Taobao itself developed a recharge system, the practice that many people on the Internet said before relying on virtual diamonds and then transforming them into objects is no longer applicable.
Therefore, it is best for shopkeepers who want to do real things now not to let their stores have any credit for virtual baby trading. If there are friends who want to make real things through virtual drilling and reconstruction, then the store you built is a waste store, which will have many disadvantages.
2. 1.3 external opportunities
If you do a lot of actions in your original way, you can only get your current results, which means that you have to start a business to make more money. If you don't change it for five years, ten years and twenty years, you may still be like this! Why are people in China alive? Because everyone is born, he is determined to live. When his life is in danger, whether he has money or not, he will change it and try his best. Therefore, when a person encounters problems in life, he will never have an excuse, because he must live, and life is not important to us? Is success important to us? What's the point of unsuccessful life? When you equate life with success, there will never be an excuse for your life. When you have no excuses, you can really achieve great success, right?
Although online entrepreneurship has become a good choice for college students to start their own businesses, there are many opportunities, but there are also many problems to be solved urgently. The first question: the contradiction between a strong sense of entrepreneurship and a lack of understanding of entrepreneurship-related information. College students have a strong sense of entrepreneurship, but they don't know much about entrepreneurship, which is one of the potential problems of college students' entrepreneurship, including online entrepreneurship. The second question: the question of funds. Although online entrepreneurship has the advantage of low cost, the credit files of college students are not in line with the society, which leads to difficulties in financing and borrowing. The problem of funds limits the scale and form of college students' online entrepreneurship, and there is not much money.
2. 1.4 External threats
As a form of entrepreneurship, online entrepreneurship is bound to encounter certain risks, but should we online entrepreneurs escape and give up continuing to start a business? The answer is definitely no, as long as you enter any industry, there are risks. We should not be afraid of risks, but actively seek to reduce them. As a contemporary college student, starting a business for the first time will inevitably encounter a series of problems such as lack of experience, mistakes in doing things, and insufficient funds. Therefore, when starting a business for the first time, you can appropriately reduce the amount and scope of your investment and exchange the initial time for entrepreneurial experience. Of course, in the meantime, we can seek the help of others to make our business plan more perfect. College students' online entrepreneurship is a new employment choice, and there are bound to be some more successful examples, and of course there are more unsuccessful examples. So we need to look at the problem dialectically. It is reported that Taobao has created many miracles. To be fair, it has promoted the development of upstream and downstream industries, including logistics and finance. There are also a large number of sellers who have succeeded in running Taobao stores by themselves, but we should objectively judge whether these sellers are successful or not. Their success is nothing more than a lot of efforts, and they have the advantages of related sources and marketing. In recent days, some so-called "experts" began to advise college students to enter Taobao in large numbers to start businesses. We should be more angry at these remarks; How much do these so-called "experts" know about the profit and business model of Taobao stores, how much do they actually know about successful sellers, and how much do they know about the business processes of successful online stores? Online sales are not as Ma Pingchuan as most people think, and 20% of sellers get at least 80% of the turnover. The rest of the sellers can only be regarded as purely playing with tickets, and more play the role of "accompanying the prince to study". Therefore, if we college students want to start a business online, we should stop being aggressive. Be sure to think clearly in advance, understand and consult in many ways, and finally make a decision that suits your own interests. Therefore, before starting an online business, college students should consider the overall situation, what major to take and other majors.
2.2 Network market segmentation and positioning
By the end of February 20 1 165438, the number of netizens in China had exceeded 500 million, reaching 5130,000, with an increase of 55.8 million. Internet penetration rate increased by 4 percentage points from the end of last year, reaching 38.3%. In such a huge network market, the number of online shopping users reached 654.38+094 billion, an increase of 20.8% over the end of last year, and the number of online payment users and online banking users also increased by 265.438+0.6% and 65.438+09.2% year-on-year. At present, the number of users is 654.38+067 million and 654.38+066 million respectively. In order to better promote products, we have subdivided and screened the online market and finally determined the target consumer groups of the network.
2.2. 1 network market segmentation
With the popularity of the Internet and the prevalence of e-commerce, the number of Internet users, whether individuals or companies, is increasing.
1. Mobile phone charges are recharged. According to the data of the reporter's home, there are about 700 million mobile users at present, so there is a big consumer market for recharging mobile phone bills.
2. Recharge the telecom phone bill. DCCI Internet data shows that the number of telecom users is 4.2 million, which also occupies a certain market share in the field of telephone recharge.
3. Unicom's phone bill is recharged. DCCI Internet data shows that China Unicom has about 340 million users. Although Unicom users are far less than mobile users, its market is also promising.
4.q coins. By the end of 20 1 1 year, Tencent QQ users had exceeded 5130,000. Therefore, according to the current situation of QQ users, the recharge market of Q coins is also very large.
5. Game card. The questionnaire survey shows that 56.93% of the respondents are men, and most of them like to play online games, so game cards will be favored by men.
2.2.2 Target consumer positioning
According to the survey data, students and working people generally recharge online.
1, a student at school. Because they often contact computers in schools, especially universities or college students, and are easy to accept online shopping, they have plenty of time to surf the Internet, and even college students have become dependent on the Internet.
2. Working people. Considering that this group has little time to go to the business hall to charge the phone bill for work reasons, and most of them are surfing the Internet.
Class members will have access to computers, so they have plenty of time to surf the Internet, and they will also choose the most convenient online recharge when there is no phone bill.
3. Project construction and management mode
3. 1 purchase channel selection
There are two kinds of online stores: physical stores need good purchase channels, and the investment is much larger than that of virtual stores. If you are a physical agent and are restricted, the virtual store will be different. As a virtual online shop, you only need to invest in 300 yuan to buy software, and you can benefit for life. Virtual online shop is a good choice for every shop in Taobao. Virtual online stores don't need to find sources of goods, and don't worry about the backlog of goods. The software we use is the fifth-generation Suda automatic recharge software, so we don't have to run around looking for goods, worry about pressing goods, and stay in front of the computer all the time. After purchasing the software, you are a lifelong agent, and you can sell the software. For every set of software sold, you can get a commission of 190 yuan. This profit is still considerable. Moreover, this software can be used to recharge the phone bills of China Mobile, China Unicom, Telecom and PHS, Tencent's services and QQ's services, such as QQ members, QQ's red, yellow, blue, green and black diamonds, games and cards, and can be recharged automatically without surfing the Internet every day.
3.2 Online Shop Style Design
3.3 Business philosophy of online stores
Our business philosophy: customer demand and user satisfaction.
Service concept: reputation first, customer first. first class service
Enterprise tenet: down-to-earth, honest management.
3.4 Service management of online stores
1, warm and thoughtful service, courteous.
2, the product introduction should be in place in detail, and there are clear regulations on return.
3, take the initiative to introduce goods
4, timely delivery, to ensure timely delivery of goods.
5. Under the condition of ensuring profits. Provide buyers with a more suitable promotion plan.
6. When disputes are found in the transaction, they should be negotiated with the buyer to solve them properly.
7. Express gratitude to the buyer
3.5 Online Shop Promotion Strategy
In the early days of opening a store, the promotion of online stores is an important link. Only by improving the visibility of your website. Those potential buyers may become your real buyers. There are two ways to promote our store: online promotion and offline promotion.
(1) Promote our online shop through the messaging functions of Tencent QQ and Taobao Want Want.
Make more friendly links than other online stores to attract the attention of potential customers, so as to improve the popularity of this online store, and publish attractive posts in influential forums with links to the store, promote this website in disguise, and let more people pay attention to this online store.
(2) Let friends and relatives around you do oral publicity, let them publicize the popularity of the website, and distribute leaflets about the website at school.
4. Project investment and profit analysis
4. 1 project investment plan
Taobao consumer protection service, deposit 1000 yuan.
Buy Taobao Wangpu 68 yuan
Shop decoration 100 yuan
Buy recharge software, 300 yuan.
Liquidity 200 yuan
Total investment 1668 yuan.
4.2 Expected profit acquisition status
A survey last year showed that 22.64% of users used real money to buy ID or virtual items in online games. Based on several mainstream online games currently operated by China, the total registered accounts have exceeded 400 million. If the proportion is 23%, there will be 90 million registered accounts participating in cash transactions. If the transaction amount is 100 yuan, the size of the whole market can reach more than 9 billion yuan. In South Korea, Taiwan Province Province and other places where online games are developed, the virtual goods trading market has reached billions of dollars.
A fact about the online game industry is that the scale of related industries driven by online games has far exceeded the market scale of online games itself. In 2003 alone, the direct contribution of online games to the telecommunications industry reached 8.765438 billion yuan, because the sales of servers, PCs and other equipment contributed 3.5 billion yuan to the IT industry and 2.64 billion yuan to the media and traditional publishing.
These data are like an iceberg, and the bottom and largest part of the iceberg is the virtual goods transaction of online games. The profit of virtual recharge is mainly obtained in two ways, one is recharge. The profit of recharge is between 1 ~ 2%, the recharge of game cards is about 8 ~ 10%, QB gets 10% discount on goods, and QQ business is 8.3% discount. Need to recharge every month. This amount makes money. Then you can make a profit by selling one software, and you can make a profit by selling one, 230 yuan.
5. The development prospect of online entrepreneurship
As a new entrepreneurial trend gradually developed in recent years, online entrepreneurship has advantages that other entrepreneurial forms do not have, the most representative of which is the development of e-commerce technology. As an important network application in the Internet age, the rapid development of e-commerce has promoted the development of online entrepreneurship. However, the application scope and modes of e-commerce are numerous, and the functions of internet-based commerce can be divided into three categories: product-based sales mode, service-based sales mode and information transmission mode. Network entrepreneurship based on network product sales model requires less cost, time and skills than service sales and information transmission, so it is easier to become a common choice for college entrepreneurs. In addition, online shopping in China is growing rapidly. As of July 20 12, 400 million netizens have been shopping online, and more and more netizens are used to online shopping with transparent price and convenient purchase. At present, about 1 of every four netizens in China are online shoppers, while in countries with high Internet penetration rate such as Europe, America and South Korea, two out of every three netizens shop online. The market potential of online shopping in China is far from being released. At the same time, online payment closely related to online shopping has developed rapidly. At present, the number of netizens has reached 757 10000, and the growth rate reached 300% in the first half of 20 12, which effectively promoted the development of online shopping. Therefore, the prospect of online entrepreneurship is considerable, with great attraction and impetus.
6. Conclusion
The background of 20 12 is that the number of college graduates is as high as 7.7 million, but at the same time, the impact of the economic crisis on China's employment has not completely subsided, and college students will face an increasingly difficult employment situation. The latest data shows that in 20 12 years, the number of netizens in China reached 420 million, and the wealth generated by online shopping is expected to exceed 10 trillion, which has attracted the attention of many entrepreneurs. Click the mouse, scan photos, find customers? With the simple operation mode and low cost, the network makes entrepreneurship no longer a patent for enterprises or professional individuals to do business, and more and more college students are also involved in the torrent of online entrepreneurship.