project report english versionv項目報告英文版

V飲料第一階段推廣報告1stroundreport精準投放AccurateAds廣告展現(xiàn)量4570506實際投放3,2681次實際寶貝頁訪客72091個超額完成8.94%；Actualadsexpression4,570,506Adshit3,2681.TmallproductpageSiteVisitor72091.Exceedtheoriginalplan8.94%.Weachieve

H5游戲

MobilegameGameinvolvement5719Gamevisitor

3132數(shù)據(jù)顯示：游戲瀏覽量5719個，訪客3132個。Weachieve天貓店鋪植入讓至少Vbrand-tmallpageplacementmade3000玩家了解到V飲料售賣店鋪3000playersgetaccesstoTmallpage61名玩家獲得V飲料天貓店鋪購物券61playersgotTmallVproductcouponsGameendingpage微平臺搭建及運營

Weibo/wechatestablishmentPeriod：2015.10.25~now3messagespushatleastoneweekActivity：Pushextraactivityinthe1STround.Selectthe‘Vgirl’onlineanddovoting,attractmoregirlsgroupinvolvement.Weachieve9909wechatfans30fansincreaseeverydayPeakfansattractionamongthe2activitiesGAMEVGIRL引導流量AllleadtotransferTmallpage活動Activity獎項Gift植入Tmallplacement送券Coupons曝光

Impression總數(shù)統(tǒng)計Overalldata(10.28~11.18)20人addproductintoshoppinglist58canssalesLostrate90%Adshit3,2681TmallproductpageVisitor7,2091gameinvolvement5,719Gamevisitor

3,132數(shù)據(jù)顯示：游戲瀏覽量5719個，訪客3132個。Wechatuser9,909間288customergotcouponsProblems&SuggestionsQ1:90%lostrate72091pagevisitorJust20addintolist58canssalesQ2:CustomersarehardtofindtheNZfocuswhensearchintheTAOBAO.Nospecialtagorobviousdifference.消費者在有購買意向時產(chǎn)生疑惑，無法分辨哪家是官方售賣。？為什么傳播力度無法轉化為購買力WhycouldwetransfersalesABadshoppingexperience.Thelowershopratehasnegativeeffectonchoice.店鋪氛圍不好，買家對店鋪信任度極低基本不會購買或選擇別家購買。ReasonA1.Thelowershopratehasnegativeeffectonchoice.Shopfeedbackandratingstaris1stinfluencingfactorwhencustomerscomparedifferentshops.lower1.4%lower1.69%lower1.6%CompetitorReasonA客服全天不在線。買家會以為這是一家沒有人運營的店鋪。2.Theshopaccountserviceisalwaysoff-line.Customerstendtoregardtheshopasprivateshoportheshoplackofoperation，leadtodistrust.Reason店鋪中種類少，并且毫不相關，其他類也沒有銷量A3.Theshopconsistofjust2product,Vandcosmetic.Ahuasalesis0.Theshopproductdiversificationcouldhelpincreasecustomertrustorthesingleproductsaleshopcouldleadtospecialtyandengrossment.ReasonCompetitorNZFOCUS運營者將精力用在其天貓平臺上的另一家店。A4.NZFOCUSdomoreworkandoperationonTMALL.COM.ReasonBWECHAT≠TmallTheplatformcouldnotdirectlylinked,leadingtothelossofcustomers.微信平臺與天貓不能直接打通的客觀原因造成了用戶的大量流失。ReasonCLowbrandawareness品牌的認知度低InChinesemarket,thebeveragewith￥20priceisnotthatavailableandcommon.(Averagepriceis￥4)CustomersneedtimetogetunderstandingofVproductandthebrand.在國內(nèi)飲料市場上V飲料這樣的高價格需要給消費者接受的時間。ReasonAtthesametime,wenoticedthecompetitorsaleschange觀察到在我們推廣期間競爭者的改變。11.1~11.18sold1384cans下階段優(yōu)化建議FollowingsuggestionsAccurateadspushProlongtheadsperiodandchangetheadsintheformatofGIF./HTML5.GEOPOEneedtakepicturesofproduct,re-designtheproductsearchpage,addmoretagsandbeingdifferentthancompetitor.TmallproductpagedesignupdateSuggestNZFOCUScoulddevelopshopdesignandoperationworklikeupgradingitsrate,goodcustomerservice。Shopupdate（WorkwithNZFOCUS）BudgetforRound1MediaResultBudgetAccurateadsApps/PCwebAdshit3,2681TmallproductpageVisitor7,2091￥80000Weibo/wechatpromotionKOL9900fansonwechat￥328000H5GAMEpromotionKOL5719gameplayersOnlineSEO/webnewspush/bbspushBAIDU,163,SINAandonlinewebs/BBS.Total￥908000GEOPOEoperationbudgetfor3months￥500000第二條片子推廣2ndvideoWeibo/Wech