《網絡營銷》第一次課

網絡營銷/networkmarketing市場營銷專業(yè)課程|第一次課|

ByG.M考核方式Assessmentmethod課程上課時間為：18周;周課時：4；共60課時。本課程考核方式：期末筆試60%；平時分值40%；——期中測試10%；——出勤10%；——作業(yè)及訓練項目20%（業(yè)務流程管理，各種平臺和工具應用分析，案例分析，經營效益分析PPT匯報。）Thedurationofthecourseis:18weeks,weekhours:4;Total60lessons.Examinationmethodofthiscourse:finalwrittenexamination60%;Peacetimescore40%;-Interimtest10%;--Attendance10%;--Operationandtrainingproject20%(businessprocessmanagement,variousplatformandtoolapplicationanalysis,caseanalysis,BusinessbenefitanalysisPPTreport.)學習目標Learningobjectives能力目標1.能夠應用各種網絡營銷工具；2.能夠管理和運營一家中小規(guī)模的網店。知識目標1.網絡營銷組合策略基礎知識；2.網絡營銷工具的功能和使用方法；3.運營數(shù)據分析與策略AbilityGoal1.Abletoapplyavarietyofnetworkmarketingtools;2.Abletomanageandoperateasmallandmediumsizedshop.KnowledgeGoal1.Basicknowledgeofnetworkmarketingcombinationstrategy;2.NetworkMarketingtoolfunctionandusemethod;3.Operationaldataanalysisandstrategy要求：每位同學最少注冊一個旺旺賬號；每個小組(<4人)開設一家淘寶網店。Requirements:EachclassmateatleastregisteraWangWangaccount;Eachgroup(4people)openedaTaobaoshop.案例分析CasesStudy案例一：互聯(lián)網帝國1.信息化在哪些方面影響著我們的日常生活（從衣食住行中進行分析）；2.分析國內互聯(lián)網兩大公司的業(yè)務分布。案例二:阿里PK騰訊O2O1.什么是O2O？2.生活中的O2O有哪些？Caseone:InternetEmpire1.Theinformationinwhichaspectsoftheimpactofourdailylives(fromthebasicnecessitiesoflifeanalysis);2.Analyzethebusinessdistributionoftwomajordomesticinternetcompanies.Casetwo:AliPKTencentO2O1.WhatisO2O?2.WhataretheO2Oinlife?案例分析CasesStudy案例三：阿里巴巴股權分析1.分析一個帝國的崛起與關鍵人物和資金的關系。案例四:團購市場的變化1.目前國內團購影響力較大的網站有哪些？2.舉例生活中使用團購的情況？CaseTHREE:Alibabaequityanalysis1.Analyzetherelationshipbetweentheriseofanempireandthekeyfiguresandfunds.CaseFOUR:Thechangeofgroupbuyingmarket1.Whatarethemostinfluentialsitesindomesticgroupbuying?2.Exampleoftheuseofgroupbuyinginlife?案例分析CasesStudy案例五：人性（消費者心理）1.分析一個社會人存在的弱點。2.商家可以如何把握人性弱點，應用營銷技巧提高銷售？案例六:成本1.分析網上購買一件衣服，衣服的硬成本是多少？2.舉例生活中還有什么暴利的行業(yè)？CaseFIVE:HumanNature(consumerpsychology)1.Analyzetheweaknessofasocialperson.2.Howcanbusinessesgrasptheweaknessesofhumannature,theuseofmarketingskillstoimprovesales?CaseSIX:cost1.Analysisoftheonlinepurchaseofagarment,clothing,thehardcostofhowmuch?2.Whataresomeofthelucrativeindustriesinlife?知識點Knowledgepoint1.供應鏈管理“圍繞核心企業(yè)，通過對信息流，物流，資金流的控制，從采購原材料開始，制成中間產品及最終產品，最后由銷售網絡把產品送到消費者手中。它是將供應商，制造商，分銷商，零售商，直到最終用戶連成一個整體的功能網鏈模式”。所以，一條完整的供應鏈應包括供應商（原材料供應商或零配件供應商）,制造商（加工廠或裝配廠）,分銷商(代理商或批發(fā)商),零售商（大賣場，百貨商店，超市，專賣店，便利店和雜貨店）以及消費者。1.Supplychainmanagement"aroundthecoreenterprises,throughtheflowofinformation,logistics,capitalflowcontrol,fromtheprocurementofrawmaterials,madeintermediateproductsandfinalproducts,andfinallybythesalesnetworktotheconsumerhandsofproducts.Itisamodeloflinkingsuppliers,manufacturers,distributors,retailers,untilenduserstoawholechainoffunctionalnets.Therefore,acompletesupplychainshouldincludesuppliers(supplierofrawmaterialsorsparepartssuppliers),manufacturers(processingplantsorassemblyplants),distributors(agentsorwholesalers),retailers(hypermarkets,departmentstores,supermarkets,specialtystores,conveniencestoresandgrocerystores)andconsumers.知識點Knowledgepoint2.企業(yè)在產品生命周期不同階段的工作重點是什么?

答：投入期應注重市場開拓和營銷的風險性；成長期應注重產品的發(fā)展速度，建立好的渠道和提高產品質量；成熟期重視利潤的回收、培育忠誠客戶，在后期應注意將第二代產品推入市場，做好更新?lián)Q代準備；在衰退期應要注重產品虧損的可能性，及時收回投資，使第二代產品盡快站穩(wěn)腳跟2.Whatisthefocusoftheenterpriseatdifferentstagesoftheproductlifecycle?A:Theinvestmentperiodshouldfocusonmarketdevelopmentandmarketingrisk;weshouldpayattentiontothedevelopmentspeedofproducts,establishgoodchannelsandimprovethequalityofproducts,matureperiodpayattentiontotherecoveryofprofits,cultivateloyalcustomers,shouldpayattentiontothesecondgenerationofproductsintothemarketinthelaterstage,prepareforthereplacementTimelyrecoveryofinvestment,sothatthesecondgenerationofproductsassoonaspossiblefooting營銷的核心——經濟學應用的延伸，商品的低買高賣供應鏈的源頭；商品渠道開發(fā)；推廣工具與策略的應用；定價、包裝、廣告Thecore-theextensionoftheapplicationofeconomics,thesourceofthelowpurchasingandsellingofthecommodity,thedevelopmentofthecommoditychannel,theapplicationofthepromotiontoolsandtactics,thepricing,packaging,advertising電子商務的現(xiàn)狀及趨勢2023/6/15電子商務的現(xiàn)狀及趨勢2023/6/15快遞的發(fā)展2023/6/152014年140億件快件。

2014年，我國快遞業(yè)務收入完成2040億元，同比增長42%?？爝f業(yè)務量同比增長52%，已連續(xù)46個月累計同比平均增幅超過50%。2015年全國快遞約200億件封箱膠帶可繞赤道百圈；200億件——這是2015年全國快遞業(yè)務的預計總量；逾百萬噸——這是每年因快遞包裹產生的包裝“垃圾”總和?？梢詳[滿近20萬個足球場，僅封箱膠帶就可繞赤道數(shù)百圈。In2014,14billionshipments.2014,China'sexpressbusinessincomecompleted204billionyuan,anincreaseof42%.Expressbusinessgrowthof52%Year-on-year,hasbeen46consecutivemonthsonaverageyear-on-yearincreaseofmorethan50%.2015NationalExpressabout20billionpiecesofsealingtapecanbearoundtheequatorhundredlaps;20billion--thisisthe2015Nation