How to write Taobao operation plan?

Taobao Store Operation Plan \ x0d \ x0d \1. The design of the homepage and product page of the online shop and the layout of the modules conform to the shopping habits of netizens. \x0d\\x0d\2。 Standardization and optimization of internal processes. \x0d\\x0d\3。 Event planning and marketing promotion, store reputation building and product sales are equally important. \x0d\\x0d\ 1: Store design \ x0d \ Time: within 2 weeks \ x0d \ x0d \ Personnel: artists, copywriters \ x0d \ x0d \ Work: Design online shop pages, and the design conforms to the characteristics of main products. \x0d\\x0d\ Requirements: 1. Uniform color, one main color, gradient color can be used to increase layering, and no more than three other colors. Interspersed small plug-ins can be highlighted with strong contrasting colors. \x0d\\x0d\2。 The module position is reasonable. The position should be aligned up and down, taking neatness as the standard. \x0d\\x0d\3。 The advertising page on the right is no more than 3 pages. More on turning pages. \x0d\\x0d\ 1, theme activities of the month \ x0d \ x0d \ 2, customer experience activities \ x0d \ 3, special product activities \ x0d \ x0d \ 4. To supplement FAQ, refer to Lemon Green Tea. \x0d\\x0d\6。 Increase membership management, such as "buy 200 yuan to join the club for free and enjoy a 98% discount". \x0d\\x0d\7。 Add an official gang. \x0d\\x0d\8。 Add a collection store and put it on the right. \x0d\\x0d\9。 Increase customer feedback. \x0d\\x0d\ 10。 Add company profile. \x0d\\x0d\ 1 1。 Increase service commitment. \x0d\\x0d\ 12。 Increase the difference between purchase price and refund (within 7 days after the goods arrive at the mall store). \x0d\\x0d\ 13。 Add soft text of store brand. (Similar to Ke Fan) \ x0d \ x0d \ 14. Support credit card payment. \x0d\\x0d\ 15。 Add friendship link. There is a long-term person responsible for finding high-quality shops to exchange friendship links. \x0d\\x0d\ 16。 Add a shopping process and put it at the bottom of the home page. \x0d\\x0d\ 17。 At the top of the classification page, put the brand segmentation classification first, and then put the brand theme preferential activities. \x0d\\x0d\ 18。 At the bottom of the classified page, it is a must-read for buyers. \x0d\\x0d\ 19。 Log in to major search engines. \x0d\\x0d\2: Product page \ x0d \ x0d \ Time: within 4 weeks \ x0d \ x0d \ Personnel: artist, copywriter \ x0d \ Work: Design beautiful and concise product introduction template. Pay attention to the balance between page opening speed and visual effect. \ x0d \ x0d \ Requirements: \x0d\\x0d\1. Product title keywords should be accurate, including all keywords that customers can think of, and pay attention to spaces. \x0d\\x0d\ (refer to the keywords used by similar products in the top ranking) \x0d\\x0d\2. The style is unified with the color system of the store theme, and it can be properly matched with gradient and other means. \x0d\\x0d\3。 Merchants' promotions are placed in a relatively high position. \x0d\\x0d\4。 Place collection goods and collect shops. \x0d\\x0d\5。 Product introduction, first enlarge the picture, then put the basic text introduction of the product, then put the detailed description of the product, and then put the brand description. Play the brand navigation map again, and ask questions and answers from customers. \x0d\\x0d\6。 For hot-selling goods, we must select the content that customers praised before and put it in the position after the detailed description of the goods. \x0d\\x0d\7。 Anyone who writes a soft article must put it behind the praised content in the form of customer feedback. \x0d\\x0d\8。 Place the best-selling goods, classified as TOP4 control, whitening and moisturizing. \x0d\\x0d\9。 Place a link to "Service Commitment". \x0d\\x0d\ 10。 Baby's shelf life is set to 7 days. \x0d\\x0d\ 1 1。 Window recommendation, only for the main products that are about to be removed. \x0d\\x0d\3: Standardized management of customer service questions and answers \x0d\ Time: Long-term \ x0d \ x0d \ Personnel: All customer service \ x0d \ x0d \ Work: Standardized customer service answers to customer questions. \x0d\\x0d\ Content: 1。 Save all the questions and answers frequently asked by customers in the past with TXT or WORD, classify and summarize them, and choose the most comprehensive and detailed answer as the standard answer. \x0d\\x0d\2。 Be careful when modifying standard answers, tone and punctuation. \ x0d \ x0d \ 3。 All answers are preceded by "pro" and finally with auxiliary words, similar to "what, where, ah". \ x0d \ x0d \ 4: Customer interaction \ x0d \ Time: Long-term \ x0d \ x0d \ Personnel: Planning \ x0d \ x0d \ Work: Maintain good communication and interaction with customers. \x0d\\x0d\ Content: 1。 Awards are often held for customer experience articles. There is a prize for writing more than 200 words. \x0d\\x0d\2。 Suggest a reward. If you write more than 200 words, you will get a prize. \x0d\\x0d\3。 Super buyer show selection. Once a month. \x0d\\x0d\5: Promotion and marketing \ x0d \ Time: Long-term \ x0d \ x0d \ Personnel: All \ x0d \ x0d \ Work: Mainly involved in store activities and part of promotion business. \x0d\\x0d\ 1。 Soft text \x0d\\x0d\ Requirements: 1. The style of writing is seamless and natural. Just mention the brand or store name of the product, without writing a link. \x0d\\x0d\2。 The function, design and service of the product should be excavated from one point, and the rest should be stopped. \x0d\\x0d\3。 We should also make comments and criticisms, which is more real. \x0d\\x0d\ Promotion channel: 1. Related forums, Taobao community, Baidu Post Bar, Baidu knows, Baidu space. \x0d\\x0d\2。 The search engine optimizes the HTML in the theme of the page. \x0d\\x0d\3。 Information about the latest activities can be placed in the customer evaluation area of the store. \x0d\\x0d\4。 Super buyer show, you can arrange company employees to operate on different IP. Photographing the goods, a few days later, after the transaction is completed, the super buyer show is actually the marketing of soft text. And take the evaluation of the buyer's show, reward the first place, generally reward each contributor, and attract buyers to help marketing in the forum. \x0d\\x0d\ II。 HTML single-page SEO optimizes Google, Baidu Baidu ranking and links to online store related projects. \x0d\\x0d\ Requirements: 1. The selection of keywords should be based on traffic, customer conversion rate and high cost performance. \x0d\\x0d\2。 You need a message board or forum in TXT format under the page. Publish various articles containing related keywords. \x0d\\x0d\3。 Exchange websites with high PR value as friendship links. \x0d\\x0d\ III。 Taobao guest \ x0d \ x0d \ Demand: 1. Set up products and choose the best-selling products of the season. \x0d\\x0d\2。 Choose beautiful and clear pictures. \x0d\\x0d\3。 Choose goods with relatively high sales records. \x0d\\x0d\4。 Try to set a higher commission ratio. \x0d\\x0d\ IV。 Taobao Training \ x0d \ x0d \ Requirements: 1. Choose keywords with high customer conversion rate, and the more refined the better. \x0d\\x0d\2。 Set the maximum emission area of * * and * * yuan per day. \x0d\\x0d\3。 Choose beautiful and clear pictures. \x0d\\x0d\ v. One yuan starting price \ x0d \ \ x0d \ Requirements: 1. According to Taobao's statistics, the top ten hot-selling goods in that month were classified, and some of them were selected with 1 yuan. In order to achieve the purpose of gathering popularity. \x0d\\x0d\2。 Update the product once a week. Launch 10 products at one time. \x0d\\x0d\3。 Commodities starting from one yuan do not appear on the home page. It only appears in the unitary starting area. \x0d\\x0d\ VI。 Super bully \ x0d \ x0d \ Requirements: 1. Pay attention to new related activities every week and sign up. \x0d\\x0d\ VII。 The trial center. \x0d\\x0d\ Requirements: 1. Provide free samples to participate in the activities. \x0d\\x0d\ VIII。 Comprehensive utilization of spike (limited-time discount), bargain hunting, coupons, group buying, 7-day shopping and other activities. \x0d\\x0d\ IX。 Jointly promote shopping recommendation websites and offline magazines. Similar to Taobao World, HITAO, word of mouth and so on. \x0d\\x0d\6: Reputation multiplication management \ x0d \ x0d \ Time: Long-term \ x0d \ x0d \ Personnel: a customer service \ x0d \ x0d \ Work: within the legal scope, quickly improve the reputation of the store. \x0d\\x0d\ For example: 1. The total price of six products in continuous shooting is higher than that in 200 yuan, including freight \ x0d \ x0d \ 2. If you are in 200 yuan, you can send samples of advertising products, and you need to take another photo. \x0d\\x0d\3。 Half price for the second item (equal to 25% discount) \ x0d \ x0d \ 7: praise rating reminder \ x0d \ x0d \ time: long term \ x0d \ x0d \ personnel: a customer service \ x0d \ x0d. \ x0d \ x0d \ Requirements: \ x0d \ x0d \1. The product comes with a store card to remind customers to give favorable comments, and score 5 points. \x0d\\x0d\2。 After delivery, it will be delayed by one day according to the normal arrival time of express delivery. Customer service needs to call customers to ask if they have received the goods and evaluate them. \x0d\\x0d\ If you are satisfied, please give customers a favorable comment in time, with 5 points for all items. \ x0d \ x0d \ If there is a problem, no matter who is responsible, the customer service must sincerely apologize at the first time, and then investigate the cause of the problem and give timely treatment and compensation methods (the specific treatment and compensation methods need to be discussed and decided with the company leaders). \x0d\\x0d\ Example: The logistics failed to arrive on time, and the goods packaging was squeezed and deformed. After confirmation, you can give a discount coupon of 5 to 10 yuan for the next shopping deduction. For the specific dialogue process, please see the attachment: after-sales return visit process. \x0d\\x0d\3。 In terms of customer service, there is a bonus of 100 yuan for middle evaluation, and a bonus of 300 yuan for bad evaluation. \x0d\\x0d\4。 If the customer evaluation score is the same as last month, the customer service will get the corresponding bonus. \x0d\\x0d\ If the customer evaluation score exceeds last month. The bonus will be increased according to the exceeding percentage, for example, from 4.7 to 4.8, and the bonus will be increased by 100 yuan in the current month, and so on. \ x0d \ x0d \ If the customer evaluation score is less than last month. The bonus will be reduced according to the percentage of excess. For example, from 4.7 to 4.6\x0d\, the monthly bonus will be reduced by 200 yuan, and so on. If the amount of punishment exceeds the bonus, it will be deducted from the basic salary. \x0d\\x0d\ Note: The rewards and punishments can be decided according to the actual situation. \x0d\\x0d\8: Member management \ x0d \ x0d \ Time: long-term \ x0d \ x0d \ Personnel: a customer service \ x0d \ x0d \ Work: targeted marketing for customers who have purchased products. \x0d\\x0d\ Content: 1。 Establish a membership system, and ordinary members, senior members and VIP members have different preferential rates. \x0d\\x0d\2。 Use APP plug-ins to realize automatic membership management, birthday congratulations and special event notification. \x0d\\x0d\3。 Co-planners only hold preferential activities for old customers and appear in the member preferential area. \x0d\\x0d\9: Commodity sorting management \x0d\\x0d\ Time: Long-term \x0d\\x0d\ Personnel: a customer service \ x0d \ \ Features: For standardized products. \x0d\\x0d\ Content: 1。 Search and compare whether the main products of our store are in an advantageous position in the three sorting methods of price, sales volume and word of mouth every day. If not, optimize and adjust them. \x0d\\x0d\2。 Use the plug-in in the APPSTORE to see if the baby in the store has been downgraded. If found, delete it in time, and log in again after modification. \x0d\\x0d\ store initial promotion plan (draft) \x0d\\x0d\ company and product information overview \x0d\\x0d\ \ x0d \ promotion strategy \ x0d \ \ x0d \ The main work is to spread Suoyu joining to potential consumers through Taobao website. \ x0d \ x0d \ promotion goal \ x0d \ x0d \ Through extensive and effective promotion outside Taobao website, the store and its products will be displayed in front of potential consumers to promote consumption, and through continuous maintenance and deepening, the store will occupy a certain position as a brand franchise store in Taobao Mall. \x0d\\x0d\ Regional promotion plan and established objectives \x0d\\x0d\ Taobao as the boundary, it is divided into three parts: in-store promotion, in-site promotion and off-site promotion. \x0d\\x0d\ Part I: In-store promotion. It mainly includes keyword optimization, product shelf time, promotion activities of the whole store and some products. Its promotion methods are: full delivery, limited-time discount, with the package. \x0d\\x0d\ Title keyword optimization (popular keywords, styles and materials) \ x0d \ Format: material+style+product name+model+preferential information \x0d\\x0d\ product shelf time \x0d\\x0d\ 65438 (for one-time uploading of Taobao assistant, \x0d\\x0d\ whole store promotion \x0d\\x0d\( 1) over 500 minus 100. . (200 points for more than 500) \ x0d \ x0d \ (2) Full? Rmb+1 yuan exchange \x0d\\x0d\(3) collection store (giving small gifts, or reducing 1 yuan in cash) \x0d\\x0d\(4) postage \x0d\\x0d\(5) whole audience? Offers (* * member price, VIP price) \x0d\\x0d\(6) cash coupons, red envelopes \ x0d \ preferential activities of some products \x0d\\x0d\ (1) single item postage (also applicable to the purchase of other products) \ x0d. X0d\\x0d\(5) Limited time discount \x0d\\x0d\ Progress and goal: It is estimated that the whole store and some products will be adjusted and implemented in 10- 15 days. \x0d\\x0d\ Part II: Promotion in Taobao Station. The promotion in Taobao Station is mainly divided into three parts: stable promotion, short-term activity promotion and forum community promotion. \ x0d \ x0d \ stable popularization. Mainly refers to some professional promotion methods derived from Taobao, and pays a certain fee. Its promotion mode is relatively stable, and the transformation interval is also relatively stable. The main ways are: \ x0d \ x0d \ (1) diamond booth \x0d \ (2) Taobao training \ x0d \ (3) super monopoly \ x0d \ \ (4) taobao guest \ x0d. It mainly refers to participating in a series of limited-time preferential activities in Taobao station, which can bring a lot of traffic in a short time. The key is how to improve the conversion rate and attract customers to buy again. \x0d\\x0d\( 1) Buy help advertising space \x0d\\x0d\(2) Participate in various theme activities of Taobao (Mid-Autumn Festival, National Day, etc. ) \x0d\\x0d\(3) One-dollar auction, dutch auction \\x0d. Some active gangs that have great influence on Taobao and their registered addresses: \ x0d \ x0d \ 1, Taobao new member activity merchant club \ x0d \ x0d \ 2 daily special channel _ recruitment club \ x0d \ 3 Taobao VIP recruitment club \ x0d \ x0d \ 7, Happy Taobao official gang \ x0d. 8. Taojianghu merchants' seller's help \ x0d \ x0d \ 9, official Taobao help for mobile phone \ x0d \10, help submission office-store \ x0d \ x0d. C. Forum community promotion \ x0d \ x0d \ Taobao community promotion (forum, try to send hot posts of essence posts) \ x0d \ x0d \ Peach Blossom Newspaper (shoot products with visual effects, and then do pictorial with some brands in the current season to increase traffic) \x0d\\x0d\ Join a merchant alliance or some ones with high traffic. Online shops promote online activities by themselves \ x0d \ x0d \ communicate with each other and collect \ x0d \ x0d \ establish their own gangs to recruit members for promotion \ x0d \ x0d \ progress and objectives: this part is mainly to promote shopping malls, with the aim of attracting potential consumers into the store as much as possible, and it needs the cooperation of other departments to turn potential consumers into customers. \x0d\\x0d\ Part III: Promotion outside Taobao Station. Mainly refers to a series of methods promoted anywhere except Taobao. Including SNS promotion, blog, promotion and a series of technologies. \x0d\\x0d\ Progress and objectives: The promotion outside Taobao station and its scope are more difficult than the promotion within the designated scope, and it takes more time. The effect is not too obvious. \x0d\\x0d\ Flowchart of online store or product promotion \x0d\\x0d\ Overall construction of in-store promotion and off-site promotion \ x0d \ promotion implementation steps and contents \x0d\\x0d\ (1) Preliminary understanding of product positioning. \x0d\\x0d\(2) Determine the preferential promotion activities of the whole store and single products in combination with other factors such as product positioning. \x0d\\x0d\(3) On the basis of (1) and (2), carry out a series of popularization. The principle is: combine the promotion with the existing activities to the greatest extent, without contradiction, and let customers buy as much as possible and come back next time. \x0d\\x0d\(4) The promotion outside Taobao Station is based on (1), (2) and (3), making stores and activities known to more netizens and attracting traffic. \x0d\\x0d\ Arrangement and workload of promotion supervisor \x0d\\x0d\ Inside Taobao Station: \ x0d \ outside Taobao Station: \x0d\\x0d\ Prediction and evaluation index of promotion effect \ x0d \ Reference: \ x0d. \x0d\\x0d\(2) Number of participants in Taobao activities \ x0d \ \ (3) Number of forum posts and replies \ x0d \ \ (4) Others \ x0d \ \ x0d \ Reference: \ x0d \ \ x0d \ x0d \ others. \x0d\\x0d\ (clothing e-commerce brand = e-commerce team (sales)+clothing R&D team (cooperation)) e-commerce = skill+persistence \x0d\\x0d\ recent product promotion plan \x0d\\x0d\ 1. Choose to promote baby. \x0d\ The baby you choose should be a seasonal product that conforms to most people's aesthetics, such as a T-shirt. Look at what everyone is buying at present, and then analyze the advantages of our product and the reasons for choosing this product. \x0d\2。 Promotion and Marketing of Baby \ x0d \ x0d \ After determining the baby to be promoted, the sales volume will be zero, and the number of views will be increased first. Do a good job in optimizing the title of the baby, set the time when the baby is on the shelf and the recommended position of the baby window, and our baby will appear in front of consumers, with a large number of views, increasing the purchase probability. \x0d\\x0d\ At the same time, in the process of stable browsing, we will arrange time-sharing and segmentation operation in the process of stable growth of page views (the process lasts for two or three days, and the brushing amount is about 25-40). In this process, buyers will continue to follow up and reach a purchase. \x0d\\x0d\ Promote the use of tools. When the number reaches a certain level (such as 50 orders) and the number of views is relatively large, promotion becomes much easier. In Taobao Alliance, as long as the commission of seasonal hot-selling goods is slightly adjusted, it can attract savvy big amoy customers. They just need to cooperate with such products that are ready to go. In terms of through train, sales volume and evaluation are very attractive to consumers. In the case of rising sales volume, the through train has set the bid, and the rest is to sell products. The promotion amount of through train depends on the number of keywords, quality score and bidding; Click conversion rate calculation formula: click conversion rate = number of transactions/click volume x100% \ x0d \ x0d \ cumulative sales and sustained popularity, official Taobao activities, comfort \ x0d \ x0d \ sustained traffic (from natural search traffic, through train traffic, Taobao traffic, etc.).