淘寶店鋪運營方案案例

1、華祥苑茶葉旗艦店策劃案JUNXIAN ELECTRICITY SUPPLIER PLANNING CASE銷售任務廣告占比商品規(guī)劃數(shù)據分析運營方案Planning purposes直通車推廣計劃首頁設計活動策劃詳情頁、關聯(lián)、導航直通車、鉆展廣告圖設計方案Program planning聚劃算無線端視覺營銷無線端品牌視覺營銷主推商品鉆石展位推廣計劃銷售任務銷售任務運營規(guī)劃運營規(guī)劃廣告計劃推廣規(guī)劃季度投放直通車卡位表直通車轉化率投放位置小位置投放投放地區(qū)產品規(guī)劃產品規(guī)劃活動商品數(shù)據分析運營數(shù)據日期展現(xiàn)點擊 進店UV消耗 (元)點擊率(%)點擊單價(元)千次展現(xiàn)價(元)寶貝收藏數(shù)寶貝收藏成本(元)店

2、鋪收藏數(shù)店鋪收藏成本(元)顧客訂單數(shù)預算消耗率訪客數(shù)訪問深度跳失率收藏當天銷售額銷售量 訂單數(shù)轉化率當日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 轉化頻率直通車轉化率鉆展數(shù)據鉆展產出日期花費點擊量平均點擊花費當天成交金額當天成交筆數(shù)當天收藏量當天點擊轉化率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 設計方案設計方案數(shù)據化指導設計方案航聚首頁設計詳情頁優(yōu)化直通車推廣圖活動策劃關聯(lián)營銷鉆石展位推廣圖品牌團分類導航優(yōu)化聚劃算入口圖首頁結構策劃首頁結構策劃（1）首頁結構策劃（2）詳情頁結構策劃詳情頁結構策劃直通車推廣圖直通車廣告圖活動策劃活動策劃鉆石展位推廣圖鉆石展位推廣圖品牌團圖片品牌團圖片聚

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（次級遞減）strength劣勢weakness機會opportunity威脅threat級別級別第1級第2級第3級第4級第1級第2級第3級第1級第2級第3級第1級第2級第3級生產生產產品品類產品品類生產周期（翻單周期天）生產周期（翻單周期天）質量（原材料、人工、物流）質量（原材料、人工、物流）品牌價值（有或無）品牌價值（有或無）產品賣點產品賣點（特點、工藝、花樣、款式、設（特點、工藝、花樣、款式、設計、經營模式）計、經營模式）電商電商推廣推廣營銷策劃營銷策劃頁面設計頁面設計客服體驗客服體驗團隊規(guī)模團隊規(guī)模媒體資源媒體資源整合營銷整合營銷價格價格利

17、潤率利潤率流量分解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營業(yè)額不變值客單價轉換率UV競爭對手爆款銷量目標銷售件數(shù)恒定，預算變量自我店鋪日成交件數(shù)自有店鋪銷量累計單品總UV直通車UV鉆展UV直通車預算鉆展預算合計預算費用合計預算費用預算恒定，銷售變量

18、目標預算（固定）直通車UV鉆展UV總UV直通車預算鉆展預算件數(shù)銷售件數(shù)累計推廣計劃鉆石展位推廣計劃投放時間計劃名稱廣告位名稱消耗(元)有效展現(xiàn)有效點擊點擊率(%)千次展現(xiàn)單價(元)點擊單價(元)進店UV寶貝收藏數(shù)店鋪收藏數(shù)平均寶貝收藏成本平均店鋪收藏成本2014-02-20會員2_B_測試會員首頁一屏通欄輪播213.642,058261.266.630.522500002014-02-20首4_B_測試新淘寶首頁焦點圖4359.7744,4326741.528.10.536447751.451.42014-02-22會員1_B_測試會員首頁一屏通欄輪播12.6821541.8612.470.6

19、74102.6802014-02-22收貨成功_B_測試收貨成功頁面通欄13.434,914200.412.730.671801013.432014-02-20收貨成功_B_測試收貨成功頁面通欄3.361,28750.392.610.675103.3602014-02-21收貨成功_B_測試收貨成功頁面通欄6.752,527100.42.670.68900002014-02-213屏通欄_B_測試淘寶首頁3屏通欄34.0218,709490.261.820.694700002014-02-21會員2_B_測試會員首頁一屏通欄輪播29.611,038141.359.260.69140109.61

20、2014-02-19首banner二_B_測試焦點圖右側banner二79.935,7661141.9813.860.71021079.9302014-02-21首3_B_測試新淘寶首頁焦點圖3322.1925,9834511.7412.40.7143134107.480.552014-02-223屏通欄_B_測試淘寶首頁3屏通欄20.2810,836280.261.870.722600002014-02-21首banner二_B_測試焦點圖右側banner二214.2412,8002872.2416.740.75267010214.242014-02-22首banner二_B_測試焦點圖右側

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

22、8610154.102014-02-22首3_B_測試新淘寶首頁焦點圖3357.7129,9814591.5311.930.7843512357.71178.862014-02-20首3_B_測試新淘寶首頁焦點圖3192.6815,0482431.6112.80.792192296.3496.342014-02-21天貓成功收貨_B_測試天貓收貨成功頁通欄21.144,813240.54.390.882300002014-02-22天貓成功收貨_B_測試天貓收貨成功頁通欄17.714,142190.464.280.9318208.850直通車推廣計劃星期日期日限額展現(xiàn)量點擊量花費點擊率平均點擊花費千次展現(xiàn)花費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)投入產出比總成交金額總成交筆數(shù)總收藏數(shù)點擊轉化率周三1/15100022968119618.060.52%