Contents of the work plan for e-commerce operations

Planning is an important function of management, and all management activities in any organization are inseparable from planning. The following is the work plan for e-commerce operations that I collected, welcome to check it out! E-commerce operation work plan 1

1. E-commerce project organizational structure and job responsibilities (first step)

E-commerce platform team members are related to the launch, promotion and follow-up of the entire project The key to operation requires dedicated personnel to build it.

1. Project leader: overall operation.

2. Website structure management: the overall structure and content optimization of the website.

3. Art: The page design of the website and the humanized interactive communication of the page.

4. Backend programmer: implements backend program functions.

5. Internet promoter: Promote the website through the Internet and traditional media or other methods.

6. Internet marketer: sell website service products through Internet marketing or traditional methods.

7. Website editor/information manager: Manage the information of each column of the website.

8. Server maintenance personnel: Provide server security and website-related functions.

Combined with the company’s existing e-commerce job resources for reasonable integration, the missing positions require human resources to be filled by job recruitment, and the overall position progress will be in place by mid-April.

2. E-commerce project positioning (second step)

Based on the characteristics of the company's two series of products and the long-term development of the e-commerce project, it is necessary to abandon the existing single series of products. For e-commerce, it is necessary to establish a new e-commerce platform that effectively meets the two series of products. The e-commerce domain name positioning principles are short, easy to remember, to the point, and closely related to the company and its products. A successful domain name is like a famous brand, a famous trademark, which will bring intangible asset value to the enterprise!

This domain name is combined with market research and linked to the entire company to hold a referendum to determine. The company's existing domain name website will be re-optimized according to market conditions and is basically defined as a product promotion website.

3. Planning and design of e-commerce platform (the third step)

1. Conventional web page product design items (registration, login, membership, product series, product category display, limited time sale) , group buying, etc.)

2. Product search engine. Through the search engine, product information is provided to users conveniently and quickly to facilitate user shopping.

3. Shopping cart. The shopping cart has the function of providing information to customers Provides functions such as storing information on purchased goods, calculating the number and price of goods

. Through the shopping cart, users can also modify the number of goods, return a certain product or all goods.

4 , Customer Service Center. Provide customers with instructions for various operations and various services on the website, including shopping guides, service features, service commitments, whether goods can be returned or exchanged, payment methods supported by the mall, whether there are additional charges for door-to-door delivery, and after confirmation The delivery time after payment is received and other information that customers care about.

5. Access counter. The access counter can count the frequency of visits to various topics of the website by Internet visitors, and grasp consumers’ opinions on shopping malls, products and The demand for services, its data is an important reference for formulating operation and marketing strategies.

6. Order query. Users can enter the order status interface based on the order number and corresponding information, which provides the order date and whether it has been Information such as payment received, whether the goods have been shipped and the date of shipment.

7. BBS. Use a message book to record customers’ searches for website content, services and products after browsing the website or shopping. , product comparison, shopping cart, customer service center, product feedback, distribution station, inquiry center, cashier center, popular e-commerce website planning report, etc. Through the message book, on the one hand, we can understand customer needs, improve services, and enrich products. Type; on the other hand, through replies, users can understand the services provided by the mall and increase users' trust in the website.

8. Email. Provide the email address of the corresponding administrator on each page of the website , so that when customers visit each page, they can feedback the problems, comments and suggestions they encounter to the administrator in the form of E2mail, so that the administrator can improve services and deal with problems in a timely manner.

9. Email List. Whenever products are updated, new preferential measures are introduced, or major events are held, customers are contacted through the email list.

10. Online payment. Since online real-time payment has not yet been fully realized in our country at this stage , Therefore, shopping malls should provide a variety of payment methods, such as credit card payment.

The above single item layout design will be combined with market research and B2C or O2O type window design, and the overall layout will be carried out in two ways. Comprehensive consideration of a series of products.

4. E-commerce platform software and hardware (the fourth step)

Usually the hardware is very important for the operation of a website, and the hardware is the basic guarantee for the operation of the website;

1. E-commerce hardware is generally divided into two parts: network equipment and servers;

Network equipment: routers, switches, firewalls

Servers: depending on the development of the company. It depends, it can be self-built, hosted or rented.

2. E-commerce software generally consists of three parts:

A. Operating software system (UINX, LINUX, Netware)

B. Web server software

C. Database software (such as DB2, Oracle, SyBase, Informix, MS SQL Server, MySQL, etc.)

The selection of the above equipment software depends on the positioning of the project and the company’s own resources. Combine and finalize.

5. E-commerce project process training (the fifth step)

After the e-commerce platform is established, coordinate the company’s two series of product management personnel, including factory management personnel, to conduct multi-department E-commerce operation process docking training to ensure e-commerce from e-commerce platform product display - price operation - marketing - customer attention - customer order - to two product inventory management coordination - financial settlement - product Delivery - customer after-sales service, the entire process is closed-loop and continuous to ensure a smooth process and ensure that all company personnel are familiar with the e-commerce operation process.

6. Promotion and operation of e-commerce (step 6)

1. Unify the company’s entire QQ and public QQ groups, personal WeChat and public WeChat, Weibo, email, etc. Export the e-commerce platform of the company's software and conduct self-media promotion and marketing.

2. Unify the company’s two series of product packaging and e-commerce platform promotion for external advertising.

3. Carry out keyword and window promotion marketing on popular forums and search engines (Baidu, Soso, Google, etc.).

4. Use traditional promotion methods to pilot a district for promotion, provide convenient services (paid or free) for a certain group of people to gather offline customer resources online, and attract customers through convenient services and product activities. Customers pay attention to the company's e-commerce and mobile clients to increase customer clicks and member registrations on the two systems, thereby increasing the added value of e-commerce. After the pilot is successful, it will be replicated in other areas. Work plan 2 for e-commerce operations

1. About store operations:

1. Operational points: Product quality undoubtedly builds a kind of trust in the minds of consumers. Of course, product quality is The key is to have a beautiful image in front of consumers, and the page design needs to be more beautiful and generous. It is even more important to develop internal skills and seize favorable resources. Now that buyers are becoming more mature and rational, we should carefully improve the internal skills of the store while having traffic, and then introduce more products through multiple channels. More high-quality traffic, thereby increasing conversion rates. Track customer membership information, conduct return visits to as many customers as possible, and establish membership relationship information. Build word of mouth and repeat business. Provide advance information notification before large-scale events.

2. Marketing techniques: overall marketing strategy: focus on using Taobao system promotion methods, discover potential hot-selling products and vigorously promote them, use hot-selling products to drive overall sales, optimize all aspects of sales, establish the company image, and try to Avoid customer service communication costs and gradually build reputation. Product marketing design: There should be two types of products in the overall marketing, namely sales-pushing type and profit-contributing type. The sales-pushing type should consider the purchase volume of the product and be able to make a small profit on the product profit; the profit-contributing type should consider the product brand. , competitive conditions and other factors to ensure overall marketing profits. Using the 82 principle, 80% of our traffic is brought by 20% of pull products, and 80% of our sales performance is brought by 20% of profit-contributing products. Product marketing is divided into three stages: cultivation stage, growth stage and maturity stage. Fully consider the effectiveness of the flock, find all promotion methods that can quickly boost the sales of new products, and realize different values ??in different periods.

3. Cultivation period: It includes three parts: product selection, product design and product promotion layout. Product selection is to use data analysis, customer feedback and market search to determine the product range. After determining the suitable product, product photography and product description design are then released; product promotion layout is to design and implement the promotion business of the product in the training period, through Promote all-round promotion methods such as hot-selling product matching, website promotion of other product descriptions, through-train promotion, Taobao gang promotion, off-site promotion, etc.

4. Growth period: refers to when the product sales are stable and the use of customer searches and through trains can naturally drive sales. The main task during this period is to consolidate the promotion of the product and impact the top ten of Taobao's popular searches.

5. Maturity period: It means that the product is in the top five sales of similar products and can be seen in the top five searches. Product sales can be stabilized through the natural traffic of searches. The main task of this period is Instead, promote sales of the next batch of hot-selling products through product combinations and descriptions. Improve product connections and increase unit price per customer.

6. Customer maintenance strategy: Customers are divided into steel wire customers and general customers. Steel wire customers must be closely bound through QQ groups or Wangwang groups, so that they can become the first purchase promoters and promoters of our new products. Word-of-mouth promoters generally conduct marketing through regular emails or text messages to attract customers to make secondary purchases. (Customer service personnel are required to complete)

7. Product price marketing strategy: Try not to engage in price war marketing. The VIP system can be used for discounts for old customers. The price is fair to everyone. The minimum discount for normal sales in the mall is not low. 30% off (excluding gold coins and Double 11 promotion)

In terms of store decoration, the internal visual design should be solved first. The page design is very important. It should give consumers a clear page design effect, and then Provide pavement-type promotion techniques to increase visibility, increase collections, and increase conversion rate in a short period of time.

2. About participating in group buying websites:

Kecai will consider participating in cooperation with various group buying websites, focusing on major group buying websites such as Lashou.com, Wowo Tuan, and Meituan. Regarding group buying, Cooperation products should be arranged with the store based on the actual inventory needs of the factory, and inventory supply should be estimated based on past data. Update company information to meet the information requirements of various group buying websites, establish relationships with the people included in group buying websites, and develop long-term cooperation. If there is sufficient inventory, you may consider joining a group. Some small group buying websites may have very unsatisfactory sales due to lack of popularity. You can continue to maintain the relationship to prepare for continued cooperation in the future. Remember, merchants mainly focus on profit, and the best way to sell is to sell. Don't ignore any expansion opportunity, even if the sales volume is small.

3. Regarding product and inventory issues:

Inventory exclusively for online sales: Generally speaking, a conventional store requires approximately 50 products to fill the entire store. Considering our own inventory and stocking factors, we can compress it to 40-45 styles. (Later, for customer maintenance and setting up store VIP, 50 products are required to set up.) Some styles do not require inventory. According to the 28-20 rule, positioning selection 2 is required. Each style is the main style, and the usual inventory should be controlled at more than 30-50 items in stock to avoid customer complaints. In the later preparation activities and other factors, we will re-estimate the actual inventory quantity needed to prepare for the factory to place orders for production. A decision must be made within one week before the event. More factors should be considered when comparing products such as reputation. Consider whether to stockpile goods to avoid increasing the pressure on the factory. If the main promoted style requires registration on a group buying website, the pre-sold quantity of the group buying should be taken into consideration.

4. Personnel Arrangement:

In terms of staffing, two other important positions, art and customer service, are needed in the early stage. Inadequate personnel require the establishment of a flexible team. After it is basically stable, you can consider recruiting promotion specialists to assist in store promotion.

Customer service: In the early stage, due to insufficient staff, single customer service tasks are relatively heavy. Operations will provide assistance with some tasks. The work is as follows: 1. It is necessary to complete regular customer information replies with a good attitude, guide customers to complete orders, sell goods, and receive goods. Then conduct return visits to customers from time to time to guide secondary sales or sharing. Resolutely respond to calls and help when requested. 2. Posting on the forum and other parts need to be completed after the customer service has free time, and ensure that more than 2 posts are posted every day. The content needs to be content with high attention in the forum, as well as maintaining relationships with customer service in Want Want Group and QQ group, and assisting in store promotion. 3. Responsible for daily order printing, review, distribution and other work. Implement a shift system after increasing the number of personnel.

Artist: Mainly responsible for the visual effects of the store, optimizing the page by store level, cooperating with promotions to improve the entire store to increase the depth of access, and describing the products in detail to improve the overall conversion rate of the store. Product photography requires artists to complete it independently, and you can learn while doing it. During the event, assist in the packaging of packages shipped every day.

Operations: Mainly responsible for overall planning, marketing, promotion, customer relationship management and other system operational work. Daily revision planning, listing, promotion, sales, after-sales service and other operation and management work. Collect market and industry information and provide Effectively develop sales plans, lead the team to achieve sales performance goals, and resolve customer disputes. Maintain activity resources and group buying network relationships. Arrange preparation and planning of events.

Promotion: The operation will be temporarily responsible for the early stage, and arrangements will be made later when the personnel arrive.

5. Arrangement of store activities:

To track major activities, such as Double 12, gold coin hunting, daily specials, and other festival activities, please refer to the Taobao activity arrangement for details.

6. Overall goal:

In the first month, the main promotion model needs to be determined, introduce traffic at a lower price, serve customers well, strive for high ratings, carry out through-train promotion, and reach a certain level. The sales volume requires participating in gold coin activities, using gold coins to enhance the store's brand awareness, establishing a good customer impression, focusing on creating a single hot product to drive other products in the store, and regularly designing store activities to attract traffic, such as: one-yuan auction, * discount* for purchases with purchases. , redemption of +1 yuan when you spend*, store VIP, free shipping on single items, free shipping cards throughout the year, and other accumulated popular activities. Regularly participate in certain paid promotions: Diamond Booth, Taoke, Super Maiba, Alimama promotion, gang advertising space (through-train long-term fixed promotion), etc. Use special techniques to attract traffic but do not inflate the prices, and then sell them at low discounts. The discount on some single products is not less than 30% off, except for large-scale Taobao events such as big sales. After February, no less than 30 orders will be issued every day. After the Double 12 event, through various optimizations and traffic diversion, the target is set to be more than 50 orders per day! The ultimate goal is 200 orders per day! Long-term optimization of old customers. At the same time, we ensure that the praise rate is above 98.5%. Calculated according to the conversion goal of 2%, the number of people who have improved is UV10,000! Although the plan is perfect, execution is very important!