最新網(wǎng)絡(luò)營(yíng)銷戰(zhàn)略規(guī)劃課件

第6章網(wǎng)絡(luò)菅銷戰(zhàn)略規(guī)劃第6章網(wǎng)絡(luò)菅銷戰(zhàn)略規(guī)劃1口本章目的和仟?jiǎng)?wù)○一般訓(xùn)練對(duì)網(wǎng)絡(luò)營(yíng)銷戰(zhàn)略規(guī)劃基本概念的理解領(lǐng)會(huì)能力○一般訓(xùn)練對(duì)網(wǎng)絡(luò)營(yíng)銷網(wǎng)站建設(shè)基本概念的理解領(lǐng)會(huì)能力○一般訓(xùn)練網(wǎng)絡(luò)營(yíng)銷戰(zhàn)略管理意識(shí)●一般訓(xùn)練網(wǎng)絡(luò)營(yíng)銷戰(zhàn)略規(guī)劃過程認(rèn)知領(lǐng)會(huì)能力口本章目的和仟?jiǎng)?wù)2●一般訓(xùn)練網(wǎng)絡(luò)營(yíng)銷網(wǎng)站建設(shè)創(chuàng)意與規(guī)劃能力●一般訓(xùn)練網(wǎng)絡(luò)營(yíng)銷網(wǎng)站建設(shè)方案分析判斷能力●重點(diǎn)訓(xùn)練網(wǎng)絡(luò)營(yíng)銷網(wǎng)站建設(shè)方案認(rèn)知領(lǐng)會(huì)能力●重點(diǎn)訓(xùn)練網(wǎng)絡(luò)營(yíng)銷系統(tǒng)運(yùn)營(yíng)與維護(hù)操作技能●一般訓(xùn)練網(wǎng)絡(luò)營(yíng)銷網(wǎng)站建設(shè)3△°本童要點(diǎn)●網(wǎng)絡(luò)營(yíng)銷戰(zhàn)略規(guī)劃的概念●網(wǎng)絡(luò)營(yíng)銷戰(zhàn)略規(guī)劃的作用●網(wǎng)絡(luò)營(yíng)銷戰(zhàn)略規(guī)劃的過程●網(wǎng)絡(luò)營(yíng)銷戰(zhàn)略規(guī)劃的內(nèi)容●營(yíng)銷網(wǎng)站建設(shè)的程序△°本童要點(diǎn)46網(wǎng)絡(luò)營(yíng)銷戰(zhàn)略規(guī)劃的含義與作用611網(wǎng)絡(luò)營(yíng)銷戰(zhàn)略規(guī)劃的含義網(wǎng)絡(luò)營(yíng)銷戰(zhàn)略規(guī)劃是企業(yè)以市場(chǎng)需求為導(dǎo)向,在激烈的市場(chǎng)競(jìng)爭(zhēng)中,為了充分利用市場(chǎng)機(jī)會(huì)、避免環(huán)境威脅、求得企業(yè)持續(xù)、穩(wěn)定健康、高效地發(fā)展,在對(duì)企業(yè)內(nèi)外營(yíng)銷環(huán)境分析的基礎(chǔ)上,對(duì)企業(yè)網(wǎng)終營(yíng)銷的任務(wù)、目標(biāo)以及實(shí)現(xiàn)目標(biāo)的方案、重點(diǎn)和措施做出總體的和長(zhǎng)遠(yuǎn)的謀劃并實(shí)施與控制的過程。它是指導(dǎo)企業(yè)網(wǎng)絡(luò)營(yíng)銷活動(dòng),合理分配企業(yè)網(wǎng)絡(luò)營(yíng)銷資源的綱領(lǐng)。6網(wǎng)絡(luò)營(yíng)銷戰(zhàn)略規(guī)劃的含義與作用5少網(wǎng)絡(luò)營(yíng)銷戰(zhàn)略規(guī)劃的兩層含義:1.確定一個(gè)時(shí)期內(nèi)最為合理的且標(biāo)2.為實(shí)現(xiàn)目標(biāo)確定最好的方案少網(wǎng)絡(luò)營(yíng)銷戰(zhàn)略規(guī)劃的兩層含義:6重要性長(zhǎng)遠(yuǎn)性應(yīng)變性全局性給銷戰(zhàn)略的特點(diǎn)綱額性抗?fàn)幮苑较蛐悦ｓw性重要性76.1,2網(wǎng)絡(luò)營(yíng)銷戰(zhàn)略規(guī)劃的作用1.戰(zhàn)略規(guī)劃網(wǎng)絡(luò)營(yíng)銷活動(dòng)2.統(tǒng)一協(xié)調(diào)網(wǎng)絡(luò)營(yíng)銷活動(dòng)3.合理配置網(wǎng)絡(luò)營(yíng)銷資源4.動(dòng)態(tài)適應(yīng)網(wǎng)絡(luò)營(yíng)銷環(huán)境5.加倍提高網(wǎng)絡(luò)營(yíng)銷能力6.1,2網(wǎng)絡(luò)營(yíng)銷戰(zhàn)略規(guī)劃的作用86.2網(wǎng)絡(luò)營(yíng)銷戰(zhàn)略規(guī)劃的內(nèi)容6.2.1制定網(wǎng)絡(luò)營(yíng)銷戰(zhàn)略規(guī)劃的指導(dǎo)思想令網(wǎng)絡(luò)營(yíng)銷戰(zhàn)略規(guī)劃要適應(yīng)經(jīng)濟(jì)外部環(huán)境,適合企業(yè)內(nèi)部條件;令網(wǎng)絡(luò)營(yíng)銷戰(zhàn)略規(guī)劃要圍繞網(wǎng)上市場(chǎng)需求規(guī)劃,體現(xiàn)現(xiàn)代營(yíng)銷理念;網(wǎng)絡(luò)營(yíng)銷戰(zhàn)略規(guī)劃要建立可持續(xù)發(fā)展的技術(shù)平臺(tái),貫徹到建設(shè)與運(yùn)營(yíng)全過程令網(wǎng)絡(luò)營(yíng)銷戰(zhàn)略規(guī)劃要重新整合業(yè)務(wù)流程,處理好網(wǎng)上業(yè)務(wù)和網(wǎng)下業(yè)務(wù)的協(xié)同關(guān)系6.2網(wǎng)絡(luò)營(yíng)銷戰(zhàn)略規(guī)劃的內(nèi)容96.2.2網(wǎng)絡(luò)營(yíng)銷戰(zhàn)略規(guī)劃內(nèi)容概述企業(yè)在網(wǎng)絡(luò)營(yíng)銷戰(zhàn)略規(guī)劃思想指導(dǎo)下,了解企業(yè)網(wǎng)絡(luò)營(yíng)銷環(huán)境——定形勢(shì);■明確企業(yè)所處的市場(chǎng)地位的情況下,規(guī)劃企業(yè)網(wǎng)絡(luò)營(yíng)銷的任務(wù)——定位置、定任務(wù);把網(wǎng)絡(luò)營(yíng)銷任務(wù)具體化成可以實(shí)現(xiàn)的目標(biāo)定目標(biāo);根據(jù)企業(yè)網(wǎng)絡(luò)營(yíng)銷任務(wù)與目標(biāo)規(guī)劃設(shè)定網(wǎng)絡(luò)營(yíng)銷旗幟與口號(hào)定旗幟、定口號(hào);6.2.2網(wǎng)絡(luò)營(yíng)銷戰(zhàn)略規(guī)劃內(nèi)容概述10最新網(wǎng)絡(luò)營(yíng)銷戰(zhàn)略規(guī)劃課件11最新網(wǎng)絡(luò)營(yíng)銷戰(zhàn)略規(guī)劃課件12最新網(wǎng)絡(luò)營(yíng)銷戰(zhàn)略規(guī)劃課件13最新網(wǎng)絡(luò)營(yíng)銷戰(zhàn)略規(guī)劃課件14最新網(wǎng)絡(luò)營(yíng)銷戰(zhàn)略規(guī)劃課件15最新網(wǎng)絡(luò)營(yíng)銷戰(zhàn)略規(guī)劃課件16最新網(wǎng)絡(luò)營(yíng)銷戰(zhàn)略規(guī)劃課件17最新網(wǎng)絡(luò)營(yíng)銷戰(zhàn)略規(guī)劃課件18最新網(wǎng)絡(luò)營(yíng)銷戰(zhàn)略規(guī)劃課件19最新網(wǎng)絡(luò)營(yíng)銷戰(zhàn)略規(guī)劃課件20最新網(wǎng)絡(luò)營(yíng)銷戰(zhàn)略規(guī)劃課件21最新網(wǎng)絡(luò)營(yíng)銷戰(zhàn)略規(guī)劃課件22最新網(wǎng)絡(luò)營(yíng)銷戰(zhàn)略規(guī)劃課件23最新網(wǎng)絡(luò)營(yíng)銷戰(zhàn)略規(guī)劃課件24最新網(wǎng)絡(luò)營(yíng)銷戰(zhàn)略規(guī)劃課件25最新網(wǎng)絡(luò)營(yíng)銷戰(zhàn)略規(guī)劃課件26最新網(wǎng)絡(luò)營(yíng)銷戰(zhàn)略規(guī)劃課件27最新網(wǎng)絡(luò)營(yíng)銷戰(zhàn)略規(guī)劃課件28最新網(wǎng)絡(luò)營(yíng)銷戰(zhàn)略規(guī)劃課件29最新網(wǎng)絡(luò)營(yíng)銷戰(zhàn)略規(guī)劃課件30最新網(wǎng)絡(luò)營(yíng)銷戰(zhàn)略規(guī)劃課件31最新網(wǎng)絡(luò)營(yíng)銷戰(zhàn)略規(guī)劃課件32最新網(wǎng)絡(luò)營(yíng)銷戰(zhàn)略規(guī)劃課件33最新網(wǎng)絡(luò)營(yíng)銷戰(zhàn)略規(guī)劃課件34最新網(wǎng)絡(luò)營(yíng)銷戰(zhàn)略規(guī)劃課件35最新網(wǎng)絡(luò)營(yíng)銷戰(zhàn)略規(guī)劃課件36最新網(wǎng)絡(luò)營(yíng)銷戰(zhàn)略規(guī)劃課件37最新網(wǎng)絡(luò)營(yíng)銷戰(zhàn)略規(guī)劃課件38最新網(wǎng)絡(luò)營(yíng)銷戰(zhàn)略規(guī)劃課件39最新網(wǎng)絡(luò)營(yíng)銷戰(zhàn)略規(guī)劃課件40最新網(wǎng)絡(luò)營(yíng)銷戰(zhàn)略規(guī)劃課件41最新網(wǎng)絡(luò)營(yíng)銷戰(zhàn)略規(guī)劃課件42最新網(wǎng)絡(luò)營(yíng)銷戰(zhàn)略規(guī)劃課件43最新網(wǎng)絡(luò)營(yíng)銷戰(zhàn)略規(guī)劃課件44最新網(wǎng)絡(luò)營(yíng)銷戰(zhàn)略規(guī)劃課件45最新網(wǎng)絡(luò)營(yíng)銷戰(zhàn)略規(guī)劃課件46最新網(wǎng)絡(luò)營(yíng)銷戰(zhàn)略規(guī)劃課件47最新網(wǎng)絡(luò)營(yíng)銷戰(zhàn)略規(guī)劃課件48最新網(wǎng)絡(luò)營(yíng)銷戰(zhàn)略規(guī)劃課件49最新網(wǎng)絡(luò)營(yíng)銷戰(zhàn)略規(guī)劃課件50最新網(wǎng)絡(luò)營(yíng)銷戰(zhàn)略規(guī)劃課件51最新網(wǎng)絡(luò)營(yíng)銷戰(zhàn)略規(guī)劃課件52最新網(wǎng)絡(luò)營(yíng)銷戰(zhàn)略規(guī)劃課件53最新網(wǎng)絡(luò)營(yíng)銷戰(zhàn)略規(guī)劃課件54最新網(wǎng)絡(luò)營(yíng)銷戰(zhàn)略規(guī)劃課件55最新網(wǎng)絡(luò)營(yíng)銷戰(zhàn)略規(guī)劃課件56最新網(wǎng)絡(luò)營(yíng)銷戰(zhàn)略規(guī)劃課件57最新網(wǎng)絡(luò)營(yíng)銷戰(zhàn)略規(guī)劃課件58最新網(wǎng)絡(luò)營(yíng)銷戰(zhàn)略規(guī)劃課件59最新網(wǎng)絡(luò)營(yíng)銷戰(zhàn)略規(guī)劃課件60最新網(wǎng)絡(luò)營(yíng)銷戰(zhàn)略規(guī)劃課件61最新網(wǎng)絡(luò)營(yíng)銷戰(zhàn)略規(guī)劃課件62最新網(wǎng)絡(luò)營(yíng)銷戰(zhàn)略規(guī)劃課件63最新網(wǎng)絡(luò)營(yíng)銷戰(zhàn)略規(guī)劃課件64最新網(wǎng)絡(luò)營(yíng)銷戰(zhàn)略規(guī)劃課件65最新網(wǎng)絡(luò)營(yíng)銷戰(zhàn)略規(guī)劃課件66最新網(wǎng)絡(luò)營(yíng)銷戰(zhàn)略規(guī)劃課件67最新網(wǎng)絡(luò)營(yíng)銷戰(zhàn)略規(guī)劃課件68最新網(wǎng)絡(luò)營(yíng)銷戰(zhàn)略規(guī)劃課件69最新網(wǎng)絡(luò)營(yíng)銷戰(zhàn)略規(guī)劃課件70最新網(wǎng)絡(luò)營(yíng)銷戰(zhàn)略規(guī)劃課件71最新網(wǎng)絡(luò)營(yíng)銷戰(zhàn)略規(guī)劃課件72最新網(wǎng)絡(luò)營(yíng)銷戰(zhàn)略規(guī)劃課件73最新網(wǎng)絡(luò)營(yíng)銷戰(zhàn)略規(guī)劃課件74最新網(wǎng)絡(luò)營(yíng)銷戰(zhàn)略規(guī)劃課件75最新網(wǎng)絡(luò)營(yíng)銷戰(zhàn)略規(guī)劃課件76最新網(wǎng)絡(luò)營(yíng)銷戰(zhàn)略規(guī)劃課件77最新網(wǎng)絡(luò)營(yíng)銷戰(zhàn)略規(guī)劃課件78最新網(wǎng)絡(luò)營(yíng)銷戰(zhàn)略規(guī)劃課件79最新網(wǎng)絡(luò)營(yíng)銷戰(zhàn)略規(guī)劃課件80最新網(wǎng)絡(luò)營(yíng)銷戰(zhàn)略規(guī)劃課件81最新網(wǎng)絡(luò)營(yíng)銷戰(zhàn)略規(guī)劃課件82最新網(wǎng)絡(luò)營(yíng)銷戰(zhàn)略規(guī)劃課件83最新網(wǎng)絡(luò)營(yíng)銷戰(zhàn)略規(guī)劃課件84第6章網(wǎng)絡(luò)菅銷戰(zhàn)略規(guī)劃第6章網(wǎng)絡(luò)菅銷戰(zhàn)略規(guī)劃85口本章目的和仟?jiǎng)?wù)○一般訓(xùn)練對(duì)網(wǎng)絡(luò)營(yíng)銷戰(zhàn)略規(guī)劃基本概念的理解領(lǐng)會(huì)能力○一般訓(xùn)練對(duì)網(wǎng)絡(luò)營(yíng)銷網(wǎng)站建設(shè)基本概念的理解領(lǐng)會(huì)能力○一般訓(xùn)練網(wǎng)絡(luò)營(yíng)銷戰(zhàn)略管理意識(shí)●一般訓(xùn)練網(wǎng)絡(luò)營(yíng)銷戰(zhàn)略規(guī)劃過程認(rèn)知領(lǐng)會(huì)能力口本章目的和仟?jiǎng)?wù)86●一般訓(xùn)練網(wǎng)絡(luò)營(yíng)銷網(wǎng)站建設(shè)創(chuàng)意與規(guī)劃能力●一般訓(xùn)練網(wǎng)絡(luò)營(yíng)銷網(wǎng)站建設(shè)方案分析判斷能力●重點(diǎn)訓(xùn)練網(wǎng)絡(luò)營(yíng)銷網(wǎng)站建設(shè)方案認(rèn)知領(lǐng)會(huì)能力●重點(diǎn)訓(xùn)練網(wǎng)絡(luò)營(yíng)銷系統(tǒng)運(yùn)營(yíng)與維護(hù)操作技能●一般訓(xùn)練網(wǎng)絡(luò)營(yíng)銷網(wǎng)站建設(shè)87△°本童要點(diǎn)●網(wǎng)絡(luò)營(yíng)銷戰(zhàn)略規(guī)劃的概念●網(wǎng)絡(luò)營(yíng)銷戰(zhàn)略規(guī)劃的作用●網(wǎng)絡(luò)營(yíng)銷戰(zhàn)略規(guī)劃的過程●網(wǎng)絡(luò)營(yíng)銷戰(zhàn)略規(guī)劃的內(nèi)容●營(yíng)銷網(wǎng)站建設(shè)的程序△°本童要點(diǎn)886網(wǎng)絡(luò)營(yíng)銷戰(zhàn)略規(guī)劃的含義與作用611網(wǎng)絡(luò)營(yíng)銷戰(zhàn)略規(guī)劃的含義網(wǎng)絡(luò)營(yíng)銷戰(zhàn)略規(guī)劃是企業(yè)以市場(chǎng)需求為導(dǎo)向,在激烈的市場(chǎng)競(jìng)爭(zhēng)中,為了充分利用市場(chǎng)機(jī)會(huì)、避免環(huán)境威脅、求得企業(yè)持續(xù)、穩(wěn)定健康、高效地發(fā)展,在對(duì)企業(yè)內(nèi)外營(yíng)銷環(huán)境分析的基礎(chǔ)上,對(duì)企業(yè)網(wǎng)終營(yíng)銷的任務(wù)、目標(biāo)以及實(shí)現(xiàn)目標(biāo)的方案、重點(diǎn)和措施做出總體的和長(zhǎng)遠(yuǎn)的謀劃并實(shí)施與控制的過程。它是指導(dǎo)企業(yè)網(wǎng)絡(luò)營(yíng)銷活動(dòng),合理分配企業(yè)網(wǎng)絡(luò)營(yíng)銷資源的綱領(lǐng)。6網(wǎng)絡(luò)營(yíng)銷戰(zhàn)略規(guī)劃的含義與作用89少網(wǎng)絡(luò)營(yíng)銷戰(zhàn)略規(guī)劃的兩層含義:1.確定一個(gè)時(shí)期內(nèi)最為合理的且標(biāo)2.為實(shí)現(xiàn)目標(biāo)確定最好的方案少網(wǎng)絡(luò)營(yíng)銷戰(zhàn)略規(guī)劃的兩層含義:90重要性長(zhǎng)遠(yuǎn)性應(yīng)變性全局性給銷戰(zhàn)略的特點(diǎn)綱額性抗?fàn)幮苑较蛐悦ｓw性重要性916.1,2網(wǎng)絡(luò)營(yíng)銷戰(zhàn)略規(guī)劃的作用1.戰(zhàn)略規(guī)劃網(wǎng)絡(luò)營(yíng)銷活動(dòng)2.統(tǒng)一協(xié)調(diào)網(wǎng)絡(luò)營(yíng)銷活動(dòng)3.合理配置網(wǎng)絡(luò)營(yíng)銷資源4.動(dòng)態(tài)適應(yīng)網(wǎng)絡(luò)營(yíng)銷環(huán)境5.加倍提高網(wǎng)絡(luò)營(yíng)銷能力6.1,2網(wǎng)絡(luò)營(yíng)銷戰(zhàn)略規(guī)劃的作用926.2網(wǎng)絡(luò)營(yíng)銷戰(zhàn)略規(guī)劃的內(nèi)容6.2.1制定網(wǎng)絡(luò)營(yíng)銷戰(zhàn)略規(guī)劃的指導(dǎo)思想令網(wǎng)絡(luò)營(yíng)銷戰(zhàn)略規(guī)劃要適應(yīng)經(jīng)濟(jì)外部環(huán)境,適合企業(yè)內(nèi)部條件;令網(wǎng)絡(luò)營(yíng)銷戰(zhàn)略規(guī)劃要圍繞網(wǎng)上市場(chǎng)需求規(guī)劃,體現(xiàn)現(xiàn)代營(yíng)銷理念;網(wǎng)絡(luò)營(yíng)銷戰(zhàn)略規(guī)劃要建立可持續(xù)發(fā)展的技術(shù)平臺(tái),貫徹到建設(shè)與運(yùn)營(yíng)全過程令網(wǎng)絡(luò)營(yíng)銷戰(zhàn)略規(guī)劃要重新整合業(yè)務(wù)流程,處理好網(wǎng)上業(yè)務(wù)和網(wǎng)下業(yè)務(wù)的協(xié)同關(guān)系6.2網(wǎng)絡(luò)營(yíng)銷戰(zhàn)略規(guī)劃的內(nèi)容936.2.2網(wǎng)絡(luò)營(yíng)銷戰(zhàn)略規(guī)劃內(nèi)容概述企業(yè)在網(wǎng)絡(luò)營(yíng)銷戰(zhàn)略規(guī)劃思想指導(dǎo)下,了解企業(yè)網(wǎng)絡(luò)營(yíng)銷環(huán)境——定形勢(shì);■明確企業(yè)所處的市場(chǎng)地位的情況下,規(guī)劃企業(yè)網(wǎng)絡(luò)營(yíng)銷的任務(wù)——定位置、定任務(wù);把網(wǎng)絡(luò)營(yíng)銷任務(wù)具體化成可以實(shí)現(xiàn)的目標(biāo)定目標(biāo);根據(jù)企業(yè)網(wǎng)絡(luò)營(yíng)銷任務(wù)與目標(biāo)規(guī)劃設(shè)定網(wǎng)絡(luò)營(yíng)銷旗幟與口號(hào)定旗幟、定口號(hào);6.2.2網(wǎng)絡(luò)營(yíng)銷戰(zhàn)略規(guī)劃內(nèi)容概述94最新網(wǎng)絡(luò)營(yíng)銷戰(zhàn)略規(guī)劃課件95最新網(wǎng)絡(luò)營(yíng)銷戰(zhàn)略規(guī)劃課件96最新網(wǎng)絡(luò)營(yíng)銷戰(zhàn)略規(guī)劃課件97最新網(wǎng)絡(luò)營(yíng)銷戰(zhàn)略規(guī)劃課件98最新網(wǎng)絡(luò)營(yíng)銷戰(zhàn)略規(guī)劃課件99最新網(wǎng)絡(luò)營(yíng)銷戰(zhàn)略規(guī)劃課件100最新網(wǎng)絡(luò)營(yíng)銷戰(zhàn)略規(guī)劃課件101最新網(wǎng)絡(luò)營(yíng)銷戰(zhàn)略規(guī)劃課件102最新網(wǎng)絡(luò)營(yíng)銷戰(zhàn)略規(guī)劃課件103最新網(wǎng)絡(luò)營(yíng)銷戰(zhàn)略規(guī)劃課件104最新網(wǎng)絡(luò)營(yíng)銷戰(zhàn)略規(guī)劃課件105最新網(wǎng)絡(luò)營(yíng)銷戰(zhàn)略規(guī)劃課件106最新網(wǎng)絡(luò)營(yíng)銷戰(zhàn)略規(guī)劃課件107最新網(wǎng)絡(luò)營(yíng)銷戰(zhàn)略規(guī)劃課件108最新網(wǎng)絡(luò)營(yíng)銷戰(zhàn)略規(guī)劃課件109最新網(wǎng)絡(luò)營(yíng)銷戰(zhàn)略規(guī)劃課件110最新網(wǎng)絡(luò)營(yíng)銷戰(zhàn)略規(guī)劃課件111最新網(wǎng)絡(luò)營(yíng)銷戰(zhàn)略規(guī)劃課件112最新網(wǎng)絡(luò)營(yíng)銷戰(zhàn)略規(guī)劃課件113最新網(wǎng)絡(luò)營(yíng)銷戰(zhàn)略規(guī)劃課件114最新網(wǎng)絡(luò)營(yíng)銷戰(zhàn)略規(guī)劃課件115最新網(wǎng)絡(luò)營(yíng)銷戰(zhàn)略規(guī)劃課件116最新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