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某購物站客群增加方案
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SHI-YANG ZHANG
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某品牌購物站想擴展業務增加客群,本文提出可行方案處理其需求。
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某購物站客群增加方案
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2018/01/30 張詩揚
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3 0 0.5 1 其它 WAXX PS男上衣類 PS男內褲類 2018/01/30
熱門商品上榜率 上榜率 PS男內褲類 佔了商品熱門榜 95% 必須先研究 男性內褲市場
4.
4 0 0.2 0.4
0.6 HENIS 瑪榭 科克蘭 三花 Calvin Klein 其它 實體市場2016/09~2017/02 市佔率 前五龍頭品牌以外 其他品牌 實體市場 市佔率41.87% 實體市場其它品牌眾多 競爭激烈 可預期不斷有新品牌
5.
5 0 200 400 三槍牌 Uniqlo 2(x)ist Calvin
Klein 三花 網路男內褲品牌印象分數 印象分數 比較網路與實體前5名 2個牌子相同(三花、CK) 3個牌子不同 除了雙龍頭品牌 其它牌子必須爭奪剩下的客人 這些網路客與實體市場偏好不同
6.
6 男同性戀 男性健身愛好者 男性運動愛好者 專注特定族群 受眾狹窄 的特色商店 結合商城熱門榜: PS男內褲95% 必須研究男同性戀與異性戀 選購內褲的偏好的差異
7.
7 0 0.2 0.4 貼身四角 貼身三角 低腰貼身囊袋四角 低腰貼身囊袋三角 2012男同選購內褲偏好 百分比 男同性戀 偏好貼身剪裁的產品 偏好有囊袋的產品 對裸露風格接受度高 與商城目前 主要行銷商品與 廣告風格相合
8.
8 0 0.1 0.2
0.3 貼身四角 低腰貼身囊袋四角 寬鬆四角 2012男異性戀選購內褲偏好 百分比 男異性戀 偏好寬鬆的產品 偏好四角褲 對裸露風格接受度低 與商城目前 主要行銷商品與 廣告風格不合
9.
9 0 0.5 1 同性戀 拒答 雙性戀 不知道與不確定 異性戀 台灣性傾向自我認同 百分比 台灣自我認同為異性戀比例: 94% 商城的男性內褲商品 要拓展客群 必須更加迎合 男異性戀的偏好
10.
10
11.
11 前置作業:從既有代理商品裡選出大眾喜好的產品 ◦ EX:
CK 男內褲(雙龍頭商品之一) A方案:新設裸露度低的一頁式導購網頁(廣告) ◦ 主要目標是避免顧客看到商城首頁過於裸露的廣告 ◦ 因為顧客可以在導購網頁上直接跳轉到產品頁 ◦ 透過不同管道的廣告推撥給新目標受眾 B方案:架設面向更廣受眾的新銷售網站 ◦ 因為原商城整體的風格不適合大部分男性的喜好
12.
12 優點 缺點 A 方案 能馬上執行 能透過數據驅動不斷優化廣告 無法優化原商城頁面 不適合當長期戰略使用 B 方案 不會干擾原商城的既有行銷風格 適合長期發展的最終戰略 需要從長計議 缺乏測試數據優化頁面
13.
13 執行A方案 •蒐集行銷數據 行銷數據分析 •新網站設計指南 執行B方案 •完成新網站 •拓展新客群 •增加營收
14.
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