网络营销中的关键问题及对策研究

内 容 摘 要

众所周知，网络营销已经在现代企业销售扮演越来越重要的角色。本文以四川某医药公司为例，采取文献查阅、问题剖析、实地咨询、问卷调查等方法，按照该企业网络销售的销售前、销售中、销售后所面临的实际情况进行拓展，紧紧围绕消费者和产品所面临的现状及原因进行分析。

首先，本文着眼于售前的客户服务与传播，对运营推广产品推广的相关概念和实际操作相联系，进而介绍如何形成线上影响力的途径。其次，从人才和团队角度展开分析，罗列该企业团队优化和学习方法并依托数据反馈团队的数据和成长点。然后，立足于消费者的角度去思考问题，定位消费者的需求和购买特点以实现消费者驱动。最后，从产品角度，不断细致化以寻求产品的品牌思考方法。

[关键词]：产品；消费者；运营；团队

目       录

1. 绪论…….…….…….…….…….…….…….…….…….…….…….…….…….…….…….…….….….…3

1.1研究背景.…….…….…….…….…….…….…….…….…….…….…….…….…….…….…….……. .…3

1.2研究目的.…….…….…….…….…….…….…….…….…….…….…….…….…….…….……. …….…3

1.3研究意义.…….…….…….…….…….…….…….…….…….…….…….…….…….…….….….…….…3

1.4研究方法.…….…….…….…….…….…….…….…….…….…….…….…….…….…….…….…….…. 4

2. 前期客户引流及宣传问题.…….…….…….…….…….…….…….…….…….…….…….……. . ..4

2.1客户的服务与传播.…….…….…….…….…….…….…….…….…….…….…….…….…….……. . 4

2.2产品的推广与引导粉丝….…….…….…….…….…….…….…….…….…….…….…….…….…. 5

2.3四大运营环节…….…….…….…….…….…….…….…….…….…….…….…….…….…….……. 6

2.4线上影响力的形成.…….…….…….…….…….…….…….…….…….…….…….…….…….……. ..6

3. 人才与团队管理问题.…….…….…….…….…….…….…….…….…….…….…….…….…….…. .7

3.1网店的注意事项及缺点.…….…….…….…….…….…….…….…….…….…….…….…….…….7

3.2团队优化及学习方法….…….……….…….…….…….…….…….…….…….…….…….…….….8

3.3大数据管理与数据分析…….…….…….…….…….…….…….…….…….…….…….…….…. . .9

4. 售中解决消费者的问题…….…….…….…….…….…….…….…….…….…….…….…….…. . 9

4.1消费者的需求和购买特点.…….…….…….…….…….…….…….…….…….…….…….……. .10

4.2理解消费者与消费者驱动….…….…….…….…….…….…….…….…….…….…….…….…. 10

4.3做精专的店铺与消费者定位…….…….…….…….…….…….…….…….…….…….…….…11

5. 产品文化相关及企业文化展示…….…….…….…….…….…….…….…….…….…….…. .11

1理解产品的重要性…….…….…….…….…….…….…….…….…….…….…….…….…….…….…11

2产品的品牌思考方法…….…….…….…….…….…….…….…….…….…….…….…….…….…. .12

3产品展示的细致化….…….…….…….…….…….…….…….…….…….…….…….…….…….…….12

6. 总结….…….…….…….…….…….…….…….…….…….…….…….…….…….…….…….…….….. 13

6.1结论…….…….…….…….…….…….…….…….…….…….…….…….…….…….…….…….……. .13