XX鲜花网
网 班 级： 姓 名： 学 号： 日 期：
络 广 告 策 划 方 案
目录
一、摘要··········································································································································· 3 二、前言··········································································································································· 3 三、市场分析 ··································································································································· 3
1、市场背景 ····························································································································· 3 2、产品情况 ····························································································································· 4 四、企业分析 ··································································································································· 4
1、企业概况 ····························································································································· 4 2、SWOT分析 ·························································································································· 4 3、企业目标 ····························································································································· 5 五、产品分析 ··································································································································· 5
1、产品理念 ····························································································································· 5 2、产品定位 ····························································································································· 5 3、用户分析 ····························································································································· 5 六、销售分析 ··································································································································· 6
1、销售渠道 ····························································································································· 6 2、竞争对手的销售状况 ········································································································· 6 3、目前销售存在的问题 ········································································································· 6 七、阻碍分析 ··································································································································· 6 八、广告策略 ··································································································································· 6
1、广告目标 ····························································································································· 6 2、广告战略 ····························································································································· 7 多个网络渠道同时启动 ··········································································································· 7 3、广告地区 ····························································································································· 7 4、广告对象 ····························································································································· 7 广告主题及广告创意 ··············································································································· 7 九、公共关系战略与其他促销措施 ······························································································· 9 十、广告媒介战略 ··························································································································· 9 十一、广告预算分配 ······················································································································· 9 十二、广告效果评估 ······················································································································· 9
1、广告目标 ····························································································································· 9
一、摘要
XX鲜花网作为互联网上的新兴品牌，如何在现有网络市场上抢占用户群体，是我们迫切需要解决的问题。除了依托于SEO之外，要想快速获得互联网用户对品牌的认知，可以进行网络广告投放。网络广告投放的渠道有很多，如何根据公司现有情况选择适合的网络广告平台，并获取利益最大化，是本次方案需要解决的问题。
二、前言
XX鲜花网上线至今已有7个月，目前正处于增长期。通过前期的网络推广，XX鲜花网在互联网上已经树立自己的品牌形象（官方网站、企业淘宝店铺、微信微博平台的运营），但是在互联网市场上的品牌影响力还不够，需要采取手段获得更多的品牌形象曝光。网站目前的日访问量在300pv，产品月销量在100单（均价85元/单），从企业发展来看还需要进一步提高网站的访问量，以获得更多的销量。
为了进一步提升XX鲜花网的品牌形象，提高网站访问量和产品销量，计划进行网络广告投放。本次网络广告投放主要采用CPS网络广告、搜索引擎竞价广告、信息流广告等方式进行。本方案将从目前市场现状、企业实际情况、产品及销售状况出发，制定出适合的网络推广方案，以确保网络广告的顺利实施。
三、市场分析
1、市场背景
随着消费水平和消费理念的不断升级，消费者越来越注重生活品质及精神需求，国内消费者对于作为情感传达载体的鲜花的需求逐渐上升。根据中商产业研究院发布的《2016-2021年中国花卉行业市场分析及投资前景咨询报告》，预计到2020年，我国花卉销售额将达到1465亿元。国内的鲜花消费市场正在极具扩大，在京沪等城市鲜花产量每年以30%~40%速度增长，但仍然满足不了市场需求。而当网上购物逐渐成为消费者的优先选择，互联网+鲜花就成为了市场发展的新趋势。
2、产品情况
从鲜花市场现状来看，相比传统的线下活动用花（如婚礼、开业、活动）和鲜花零售，互联网+鲜花市场是近几年发展起来的，随着消费升级的大趋势，许多商家发现互联网+鲜花市场拥有巨大潜力和空间，于是纷纷投入进来，以期分得一块“蛋糕”。
其中，Roseonly和野兽派走的是高端定制路线，极尽所能的提升花的逼格，动辄就是上千元的售价，尽管受到消费者追捧，但是小众品牌的规模的确有限。
爱尚鲜花网、胡须先生、花在开网、flowerplus等作为主流市场的日常花市场品牌，在市场上拥有一定的品牌影响力与信任度。
XX鲜花网面向武汉在校大学生、白领人士，主打中低端鲜花市场，倡导让鲜花成为日用品而不是奢侈品。提供简约花束，基本以单种花为主，价格在35—200元之间。另外还提供鲜花定制服务，为家庭用户、公司企业定制包月、包季、包年鲜花配送服务。
四、企业分析
企业旨在为更多懂生活、追求高品质生活的人群，提供私人定制鲜花。生活可以定制，鲜花不再只属于节假日。
1、企业概况
随XX鲜花网成立于2016年9月，经过前期网络营销推广，目前在网络上已经有一定的知名度，但是品牌影响力还需要增强。另外由于是新生品牌，用户对品牌的信任度还持保留态度，这些需要通过网页设计时提供资质文件，鼓励用户评价引导、口碑分享等逐渐建立用户的信任度。
2、SWOT分析
自身因素 优势（S） 劣势（W） 产品价格优势（平价鲜花） 产品定制化服务（家庭、企业） 组织机构精炼，便于沟通决策 组织、预算、费用方面等方面灵活性不足 不能规范管理，管理效率低下，员工绩效低 知名度、品牌影响力不高 机会（O） 国内鲜花销售市场逐年增大 SO战略 WO战略 打造平价鲜花概念，让鲜花成为日用品 制定推广计划表，按质按量完成 做好目标市场定位，把握好市场的变动 通过网络推广迅速打造网络品牌 威胁（T） 现有品牌如爱尚鲜花网等 鲜花消费的“一次性” ST战略 差异化、场景化、低成本策略销售 定制销售，做好客户关系维护 提升用户信任度 WT战略 提供个性化、时尚化的优质服务 缺乏良好的网络法律制度、信用环境 选择信誉高的物流、支付结算方式等
3、企业目标
短期目标：在运营1年后实现月销量1000单，定制用花700位客户。
长期目标：3年内在网络上形成良好的网络品牌，月销量3000单，定制用花2100位客户，开始覆盖周边城市鲜花速递及定制服务。
五、产品分析
1、产品理念
XX鲜花网崇尚“让鲜花成为日用品 愿有鲜花陪伴的每一天都是美好的”
2、产品定位
XX鲜花网致力于提供武汉同城鲜花速递服务：
平价鲜花：以简约花束的概念，为用户提供单种鲜花购买，价位在15~50元。 定制鲜花（家庭）：让鲜花装饰你的家，提供单次购买、包月、包季、包年服务，产品价位分为经典款和尊享款，提供多种价位、品种选择。
定制鲜花（企业）：提供场景定制服务，提供单次购买、包月、包季、包年服务，产品价位分为经典款和尊享款，提供多种价位、品种选择。
3、用户分析
XX鲜花网前期主要面向在校大学生、白领人士、企业，在获得用户初次购买以后，做好用户维护。
在校大学生：18~22岁，购买行为节日性很强，一般集中在教师节、情人节、圣诞节及
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