淘寶店鋪運(yùn)營(yíng)方案案例

1、華祥苑茶葉旗艦店策劃案JUNXIAN ELECTRICITY SUPPLIER PLANNING CASE銷售任務(wù)廣告占比商品規(guī)劃數(shù)據(jù)分析運(yùn)營(yíng)方案Planning purposes直通車推廣計(jì)劃首頁(yè)設(shè)計(jì)活動(dòng)策劃詳情頁(yè)、關(guān)聯(lián)、導(dǎo)航直通車、鉆展廣告圖設(shè)計(jì)方案Program planning聚劃算無(wú)線端視覺(jué)營(yíng)銷無(wú)線端品牌視覺(jué)營(yíng)銷主推商品鉆石展位推廣計(jì)劃銷售任務(wù)銷售任務(wù)運(yùn)營(yíng)規(guī)劃運(yùn)營(yíng)規(guī)劃廣告計(jì)劃推廣規(guī)劃季度投放直通車卡位表直通車轉(zhuǎn)化率投放位置小位置投放投放地區(qū)產(chǎn)品規(guī)劃產(chǎn)品規(guī)劃活動(dòng)商品數(shù)據(jù)分析運(yùn)營(yíng)數(shù)據(jù)日期展現(xiàn)點(diǎn)擊 進(jìn)店UV消耗 (元)點(diǎn)擊率(%)點(diǎn)擊單價(jià)(元)千次展現(xiàn)價(jià)(元)寶貝收藏?cái)?shù)寶貝收藏成本(元)店

2、鋪收藏?cái)?shù)店鋪收藏成本(元)顧客訂單數(shù)預(yù)算消耗率訪客數(shù)訪問(wèn)深度跳失率收藏當(dāng)天銷售額銷售量 訂單數(shù)轉(zhuǎn)化率當(dāng)日ROI全店銷售額2013-12-02580191751687960.0034.5513.72000001561.50.775600000.00%0.000 414902013-12-0367422226208792.740.00343.5111.76001792.7401791.90.731800000.00%0.000 493692013-12-0438522130125496.030.00343.8212.88000001091.30.880700000.00%0.000 49883.7

3、52013-12-062539888317642977.760.00333.5811.727425.394744.4476831.30.85658583750.73%0.196 20059.12013-12-072505157727132977.140.00313.8611.884744.284744.2876481.40.81797510650.77%0.171 18982.642013-12-082300618187742978.730.00363.6412.9510297.879330.97167221.30.833819137216141.94%0.461 157462013-12-0

4、9751395905512212.730.00793.7529.459245.868276.5975241.40.778615877981.53%0.396 22562.252013-12-1022711121113703.080.00535.8130.961703.081703.0811021.50.8039298110.98%0.139 18779.522013-12-1140971918144.250.00467.5935.2100000181.30.833300000.00%0.000 15940.62013-12-12502245515172313.30.0114.246.06546

5、2.666385.55114941.40.789511126413112.23%0.546 410582013-12-13999076245882995.070.00624.829.983998.365599.0195441.40.8107898011101.84%0.327 16868.582013-12-141629885385032992.690.00335.5618.365598.547427.5354571.40.818412583651.09%0.195 13693.222013-12-151467727386802997.510.0054.0620.424749.3811272.

6、576481.40.822514760760.93%0.254 15105.252013-12-161012926816392998.140.00674.429.67428.318374.77116121.50.781159651071.14%0.322 16466.122013-12-171049106386052999.030.00614.728.598374.8812249.9265591.60.749620676771.25%0.225 31657.62013-12-18432953833651315.460.00883.4330.382657.734328.8713491.40.81

7、66698110.29%0.074 401942013-12-19673825104772149.870.00764.2231.9121074.943716.6234601.40.75655392440.87%0.182 40902.442013-12-20818098577972619.120.01053.0632.026436.525523.8277651.60.735910686770.92%0.262 45819.222013-12-22458054183981014.10.00912.4322.143338.033338.0323781.40.7546196220.53%0.193

8、20966.752013-12-23806646385891998.990.00793.1324.788249.875399.895671.40.76371311611291.59%0.581 40083.682013-12-24405152031941007.740.0054.9624.8711007.742503.8761851.50.76221485742.16%0.481 34666.622013-12-25606143563281642.920.00594.6127.12821.463547.6493141.60.78665784982.55%0.477 31849.242013-1

9、2-26671484344121613.780.00653.7224.037230.546268.9694051.50.76313773771.73%0.479 39902.62013-12-27482912722581294.370.00564.7626.86215.732647.1812411.30.78428196220.83%0.151 28978.52013-12-2823511114110642.270.00485.6327.321642.273214.0901101.60.790930000.00%0.000 29406.82013-12-2933512167157921.180

10、.0055.5227.49002460.5911451.40.82763196221.38%0.213 27157.12013-12-30530323573331416.930.00673.9726.724354.234354.2363211.40.797588671061.87%0.612 31231.432013-12-31569783773541488.910.00663.9526.135297.782744.4553491.40.77947520651.43%0.349 27711.62總合11012014601104421915022162136826531.63平均0.59%4.3

11、3 24.83 441.27 426.77 1.45 79.29%1.09%0.260 轉(zhuǎn)化頻率直通車轉(zhuǎn)化率鉆展數(shù)據(jù)鉆展產(chǎn)出日期花費(fèi)點(diǎn)擊量平均點(diǎn)擊花費(fèi)當(dāng)天成交金額當(dāng)天成交筆數(shù)當(dāng)天收藏量當(dāng)天點(diǎn)擊轉(zhuǎn)化率ROI12月1日12月2日708.88769.33573435.260.81 12月3日761.59938.19727868.60.95 12月4日791.471027.76778635.880.98 12月5日1,548.052067.51387331.460.25 12月6日2,977.7222813.062,106.0017107.460.71 12月7日5,395.6439213.761,8

12、62.0019144.850.35 12月8日6,212.0943214.382,807.0027116.250.45 12月9日5,174.9146211.21,917.0016163.460.37 12月10日1,027.071198.631,016.20947.560.99 12月11日3,987.4937410.661,029.001283.210.26 12月12日3,296.6431710.45,370.003179.781.63 12月13日1,917.372348.19779752.990.41 12月14日2,405.422948.181,260.001434.760.52

13、12月15日2,799.923308.481,269.0013103.940.45 12月16日1,448.411609.05830754.380.57 12月17日3,181.693568.942,375.0016114.490.75 12月18日3,296.123439.612,732.0027367.870.83 12月19日2,914.993119.379399102.890.32 12月20日3,165.5431210.153,017.0023107.370.95 12月21日2,738.262849.642,235.0021137.390.82 12月22日2,718.992789

14、.781,447.0010103.60.53 12月23日3,483.9034410.131,749.001965.520.50 12月24日3,140.933209.822,097.0016050.67 12月25日3,525.6735010.071,955.00212060.55 12月26日3,137.633209.811,815.0012103.750.58 12月27日3,671.533709.921,651.0014103.780.45 12月28日3,368.6833310.123,152.0025107.510.94 12月29日3,341.363429.772,234.002

15、3126.730.67 12月30日3,817.954089.361,440.0015133.680.38 12月31日1,930.3819210.051,653.001557.810.86 平均2929.54 289.40 9.84 1773.37 15.39.466666667544.10%0.61 設(shè)計(jì)方案設(shè)計(jì)方案數(shù)據(jù)化指導(dǎo)設(shè)計(jì)方案航聚首頁(yè)設(shè)計(jì)詳情頁(yè)優(yōu)化直通車推廣圖活動(dòng)策劃關(guān)聯(lián)營(yíng)銷鉆石展位推廣圖品牌團(tuán)分類導(dǎo)航優(yōu)化聚劃算入口圖首頁(yè)結(jié)構(gòu)策劃首頁(yè)結(jié)構(gòu)策劃（1）首頁(yè)結(jié)構(gòu)策劃（2）詳情頁(yè)結(jié)構(gòu)策劃詳情頁(yè)結(jié)構(gòu)策劃直通車推廣圖直通車廣告圖活動(dòng)策劃活動(dòng)策劃鉆石展位推廣圖鉆石展位推廣圖品牌團(tuán)圖片品牌團(tuán)圖片聚

16、劃算入口圖聚劃算入口圖主推商品主推商品核心優(yōu)勢(shì)（次級(jí)遞減）strength劣勢(shì)weakness機(jī)會(huì)opportunity威脅threat級(jí)別級(jí)別第1級(jí)第2級(jí)第3級(jí)第4級(jí)第1級(jí)第2級(jí)第3級(jí)第1級(jí)第2級(jí)第3級(jí)第1級(jí)第2級(jí)第3級(jí)生產(chǎn)生產(chǎn)產(chǎn)品品類產(chǎn)品品類生產(chǎn)周期（翻單周期天）生產(chǎn)周期（翻單周期天）質(zhì)量（原材料、人工、物流）質(zhì)量（原材料、人工、物流）品牌價(jià)值（有或無(wú)）品牌價(jià)值（有或無(wú)）產(chǎn)品賣點(diǎn)產(chǎn)品賣點(diǎn)（特點(diǎn)、工藝、花樣、款式、設(shè)（特點(diǎn)、工藝、花樣、款式、設(shè)計(jì)、經(jīng)營(yíng)模式）計(jì)、經(jīng)營(yíng)模式）電商電商推廣推廣營(yíng)銷策劃營(yíng)銷策劃頁(yè)面設(shè)計(jì)頁(yè)面設(shè)計(jì)客服體驗(yàn)客服體驗(yàn)團(tuán)隊(duì)規(guī)模團(tuán)隊(duì)規(guī)模媒體資源媒體資源整合營(yíng)銷整合營(yíng)銷價(jià)格價(jià)格利

17、潤(rùn)率利潤(rùn)率流量分解1234567891011121314151617181920212223242526272829301-34-67-910-1213-1516-1819-2122-2425-2728-3031-3334-3637-3940-4243-4546-4849-5152-5455-5758-6061-6364-6667-6970-7273-7576-7879-8182-8485-8788-90營(yíng)業(yè)額不變值客單價(jià)轉(zhuǎn)換率UV競(jìng)爭(zhēng)對(duì)手爆款銷量目標(biāo)銷售件數(shù)恒定，預(yù)算變量自我店鋪日成交件數(shù)自有店鋪銷量累計(jì)單品總UV直通車UV鉆展UV直通車預(yù)算鉆展預(yù)算合計(jì)預(yù)算費(fèi)用合計(jì)預(yù)算費(fèi)用預(yù)算恒定，銷售變量

18、目標(biāo)預(yù)算（固定）直通車UV鉆展UV總UV直通車預(yù)算鉆展預(yù)算件數(shù)銷售件數(shù)累計(jì)推廣計(jì)劃鉆石展位推廣計(jì)劃投放時(shí)間計(jì)劃名稱廣告位名稱消耗(元)有效展現(xiàn)有效點(diǎn)擊點(diǎn)擊率(%)千次展現(xiàn)單價(jià)(元)點(diǎn)擊單價(jià)(元)進(jìn)店UV寶貝收藏?cái)?shù)店鋪收藏?cái)?shù)平均寶貝收藏成本平均店鋪收藏成本2014-02-20會(huì)員2_B_測(cè)試會(huì)員首頁(yè)一屏通欄輪播213.642,058261.266.630.522500002014-02-20首4_B_測(cè)試新淘寶首頁(yè)焦點(diǎn)圖4359.7744,4326741.528.10.536447751.451.42014-02-22會(huì)員1_B_測(cè)試會(huì)員首頁(yè)一屏通欄輪播12.6821541.8612.470.6

19、74102.6802014-02-22收貨成功_B_測(cè)試收貨成功頁(yè)面通欄13.434,914200.412.730.671801013.432014-02-20收貨成功_B_測(cè)試收貨成功頁(yè)面通欄3.361,28750.392.610.675103.3602014-02-21收貨成功_B_測(cè)試收貨成功頁(yè)面通欄6.752,527100.42.670.68900002014-02-213屏通欄_B_測(cè)試淘寶首頁(yè)3屏通欄34.0218,709490.261.820.694700002014-02-21會(huì)員2_B_測(cè)試會(huì)員首頁(yè)一屏通欄輪播29.611,038141.359.260.69140109.61

20、2014-02-19首banner二_B_測(cè)試焦點(diǎn)圖右側(cè)banner二79.935,7661141.9813.860.71021079.9302014-02-21首3_B_測(cè)試新淘寶首頁(yè)焦點(diǎn)圖3322.1925,9834511.7412.40.7143134107.480.552014-02-223屏通欄_B_測(cè)試淘寶首頁(yè)3屏通欄20.2810,836280.261.870.722600002014-02-21首banner二_B_測(cè)試焦點(diǎn)圖右側(cè)banner二214.2412,8002872.2416.740.75267010214.242014-02-22首banner二_B_測(cè)試焦點(diǎn)圖右側(cè)

21、banner二148.848,8311972.2316.850.7617810148.8402014-02-20天貓成功收貨_B_測(cè)試天貓收貨成功頁(yè)通欄19.814,657260.564.250.762401019.812014-02-19天貓成功收貨_B_測(cè)試天貓收貨成功頁(yè)通欄12.093,613160.443.350.761601012.092014-02-18首banner二_B_測(cè)試焦點(diǎn)圖右側(cè)banner二9.941,088131.199.140.761300002014-02-20首banner二_B_測(cè)試焦點(diǎn)圖右側(cè)banner二154.19,6381992.0615.990.771

22、8610154.102014-02-22首3_B_測(cè)試新淘寶首頁(yè)焦點(diǎn)圖3357.7129,9814591.5311.930.7843512357.71178.862014-02-20首3_B_測(cè)試新淘寶首頁(yè)焦點(diǎn)圖3192.6815,0482431.6112.80.792192296.3496.342014-02-21天貓成功收貨_B_測(cè)試天貓收貨成功頁(yè)通欄21.144,813240.54.390.882300002014-02-22天貓成功收貨_B_測(cè)試天貓收貨成功頁(yè)通欄17.714,142190.464.280.9318208.850直通車推廣計(jì)劃星期日期日限額展現(xiàn)量點(diǎn)擊量花費(fèi)點(diǎn)擊率平均點(diǎn)擊花費(fèi)千次展現(xiàn)花費(fèi)直接成交金額直接成交筆數(shù)間接成交金額間接成交筆數(shù)收藏寶貝數(shù)收藏店鋪數(shù)投入產(chǎn)出比總成交金額總成交筆數(shù)總收藏?cái)?shù)點(diǎn)擊轉(zhuǎn)化率周三1/15100022968119618.060.52%