《网络营销基础与实践》第七章-新知助业营销策划机构推

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1、FORWARDFORWARD thinking实 效 高 于 一 切新知 助业（中国）品牌营销顾问机构CHINA BrainCHINA Braincorporation consultative agency市场调研 Market Research Market Research 竞争对手研究 Competitor Research Competitor Research 行业研究 Industry Research Industry Research 产品线梳理 Product Line Comb Product Line Comb 渠道政策规划 Policy Planning Channe

2、ls Policy Planning Channels 招商会策划执行 Investment Planning And Execution Investment Planning And Execution 样板市场操作辅导 The Boilerplate Market Operation Counseling The Boilerplate Market Operation Counseling 营销管理制度 Marketing Management System Marketing Management System 产品概念提炼 Product Concept Refining Prod

3、uct Concept Refining 品牌概念提炼 Brand Concept Refining Brand Concept Refining 品牌核心价值提炼 Refining The Core Values Refining The Core Values Of The Of The Brand Brand 品牌战略规划 The Brand Strategy Planning The Brand Strategy Planning LMC降低营销成本 Lower Marketing Costs Lower Marketing Costs 增值服务资源导入 The Introductio

4、n Of Value-Added Services Resources The Introduction Of Value-Added Services Resources ARM聚合营销解决方案 ARM Solutions ARM Solutions CMS俱乐部营销体系建立与托管解决方案 CMS Based And Hosted Solutions CMS Based And Hosted Solutions 区域推广策划 Regional Promotion Planning Regional Promotion Planning NPM新品上市营销策划解决方案 New Product

5、Marketing Solution Center New Product Marketing Solution Center 短信平台 Messaging Platforms Messaging Platforms 销售进阶管理 Sales Advanced Sales Advanced Management Management BVCC品牌价值梳理与创建解决方案 BVCC Solutions BVCC Solutions 品牌年度传播规划 The Brand Annual Communications Planning The Brand Annual Communications Pl

6、anning IMS提升市场份额 Increase Market Share Increase Market Share EBI提升品牌影响力 Enhance Brand Impact Enhance Brand Impact 区域市场传播规划 Regional Marketing Communications Planning Regional Marketing Communications Planning 媒介组合建议 Media Mix Recommendations Media Mix Recommendations 公关活动方案 Public Relations Activiti

7、es Program Public Relations Activities Program 网络推广方案 Network Promotion Program Network Promotion Program 品牌识别系统设计 Joint Promotion Of Joint Promotion Of Brand Identity System Design Brand Identity System Design 品牌应用系统设计 TheThe Brand Application System Design Brand Application System Design 品牌推广物料设计

8、Branding Materials Design Branding Materials Design 终端物料设计 Design Of The Terminal Materials Design Of The Terminal Materials 区域市场联合促销 Regional Markets Regional Markets EP提升盈利能力 Enhance Profitability Enhance Profitability 终端设计 Terminal Design Terminal Design CSU客户满意度提升解决方案 CSU Improve Solution CSU Im

9、prove Solution 推广物料设计 The Design Of Marketing Materials The Design Of Marketing Materials 俱乐部品牌理念对接 The Club Brand Philosophy Docking Club Service The Club Brand Philosophy Docking Club Service Organization Planning Organization Planning 俱乐部服务组织规划 Club Service Organization Planning Club Service Orga

10、nization Planning 俱乐部互动模型建立 Club Interactive Modeling Club Interactive Modeling 第3方埋名托管 3rd Party Maiming 3rd Party Maiming 网站建设推广 Hosting Website To Promote The Building Hosting Website To Promote The Building 呼叫中心 Planning And Implementation Of The Call Planning And Implementation Of The Call 邮件平台

11、 E-Mail Platforms E-Mail Platforms 俱乐部专刊 Clubs Special Issue Clubs Special Issue 主题活动规划实施 Theme Activities Theme Activities 客户关系管理 Customer Relationship Management Customer Relationship Management 客户数据挖掘 Customer Data Mining Customer Data Mining 数据营销实施 Data Marketing Implementation Data Marketing Im

12、plementation 客户价值选择 Customer Value Choice Customer Value Choice 服务价值包装 Service Value Packaging Service Value Packaging 价值传递规划 Value Delivery Planning Value Delivery Planning 价值保障机制 Value Protection Mechanism Value Protection Mechanism 客户价值 Customer Customer Value Value 人群分类 Crowd Category Crowd Cate

13、gory 品牌包装 Brand Design Brand Design 销售导引 Sales Guidance Sales Guidance 活动推广 Event Promotion Event Promotion 数据库管理 Database Management Database Management 投资管理 Investment Management Investment Management 回报置信 Capital Pool Raised The Capital Pool Raised The Confidence Confidence 品牌认可 The Value Of Bran

14、d The Value Of Brand 价值创造 Value Creation Value Creation 价值分享 Value ShareValue Share市场调研 Market Research Market Research 竞争对手研究 Competitor Research Competitor Research 行业研究 Industry Research Industry Research 产品线梳理 Product Line Comb Product Line Comb 渠道政策规划 Policy Planning Channels Policy Planning Ch

15、annels 招商会策划执行 Investment Planning And Execution Investment Planning And Execution 样板市场操作辅导 The Boilerplate Market Operation Counseling The Boilerplate Market Operation Counseling 营销管理制度 Marketing Management System Marketing Management System 产品概念提炼 Product Concept Refining Product Concept Refining

16、品牌概念提炼 Brand Concept Refining Brand Concept Refining 品牌核心价值提炼 Refining The Core Values Refining The Core Values Of The Brand Of The Brand 品牌战略规划 The Brand Strategy Planning The Brand Strategy Planning LMC降低营销成本 Lower Marketing Costs Lower Marketing Costs 增值服务资源导入 The Introduction Of Value-The Introd

17、uction Of Value-Added Services Resources Added Services Resources ARM聚合营销解决方案 ARM Solutions ARM Solutions CMS俱乐部营销体系建立与托管解决方案 CMS Based And Hosted Solutions CMS Based And Hosted Solutions 区域推广策划 Regional Promotion Planning Regional Promotion Planning NPM新品上市营销策划解决方案 New New Product Marketing Solutio

18、n Center Product Marketing Solution Center 短信平台 Messaging Platforms Messaging Platforms 销售进阶管理 Sales Advanced Management Sales Advanced Management BVCC品牌价值梳理与创建解决方案 BVCC Solutions BVCC Solutions 品牌年度传播规划 The Brand Annual Communications Planning The Brand Annual Communications Planning IMS提升市场份额 Incr

19、ease Market Share Increase Market Share EBI提升品牌影响力 Enhance Brand Impact Enhance Brand Impact 区域市场传播规划 Regional Marketing Communications Planning Regional Marketing Communications Planning 媒介组合建议 Media Mix Recommendations Media Mix Recommendations 公关活动方案 Public Relations Public Relations Activities P

20、rogram Activities Program 网络推广方案 Network Promotion Program Network Promotion Program 品牌识别系统设计 Joint Promotion Of Brand Identity System Design Joint Promotion Of Brand Identity System Design 品牌应用系统设计 TheThe Brand Application System Design Brand Application System Design 品牌推广物料设计 Branding Materials Br

21、anding Materials Design Design 终端物料设计 Design Of The Terminal Materials Design Of The Terminal Materials 区域市场联合促销 Regional Markets Regional Markets EP提升盈利能力 Enhance Profitability Enhance Profitability 终端设计 Terminal Design Terminal Design CSU客户满意度提升解决方案 CSU Improve Solution CSU Improve Solution 推广物料设计

22、 The The Design Of Marketing Materials Design Of Marketing Materials 俱乐部品牌理念对接 The Club Brand Philosophy Docking Club Service Organization Planning The Club Brand Philosophy Docking Club Service Organization Planning 俱乐部服务组织规划 Club Service Organization Planning Club Service Organization Planning 俱乐部

23、互动模型建立 Club Interactive Modeling Club Interactive Modeling 第3方埋名托管 3rd Party Maiming 3rd Party Maiming 网站建设推广 Hosting Website To Promote The Building Hosting Website To Promote The Building 呼叫中心 Planning And Implementation Of The Call Planning And Implementation Of The Call 邮件平台 E-Mail Platforms E-M

24、ail Platforms 俱乐部专刊 Clubs Special Issue Clubs Special Issue 主题活动规划实施 Theme Theme Activities Activities 客户关系管理 Customer Relationship Management Customer Relationship Management 客户数据挖掘 Customer Data Mining Customer Data Mining 数据营销实施 Data Marketing Implementation Data Marketing Implementation 客户价值选择 C

25、ustomer Value Choice Customer Value Choice 服务价值包装 Service Value Packaging Service Value Packaging 价值传递规划 Value Delivery Planning Value Delivery Planning 价值保障机制 Value Protection Mechanism Value Protection Mechanism 客户价值 Customer Value Customer Value 人群分类 Crowd Category Crowd Category 品牌包装 Brand Desig

26、n Brand Design 销售导引 Sales Guidance Sales Guidance 活动推广 Event Promotion Event Promotion 数据库管理 Database Management Database Management 投资管理 Investment Management Investment Management 回报置信 Capital Pool Raised The Confidence Capital Pool Raised The Confidence 品牌认可 The Value Of Brand The Value Of Brand

27、价值创造 Value Creation Value Creation 价值分享 Value ShareValue Share4类专业研究资讯8个行业案例研究热点好文推荐，每周更新文档目录壹、新知助业（中国）品牌营销顾问机构简介贰、推荐文档更多热点好文推荐，每周更新，点击可订阅邮件列表-sn67您也可以推荐文档，请发邮件， 4类问题_研究资讯1.降低营销成本2.提升品牌影响力3.提升市场份额4.提升盈利能力 8个行业_案例研究1.食品&快销2.服务&加盟3.地产&旅游4.金融服务5.工业&物流6.通信运营7.教育&协会8.医药&保健邮件订阅用户数，累计超过3万人 越需要可信赖的合作伙伴新知助业，

28、13年来聚焦于协助企业解决发展过程中所出现的营销问题，在服务企业市场营销（品牌、营销管理）部门的经历中，我们将品牌、营销、管理三大工具体系整合，结合IT实施工具系统，提出针对性解决方案，全面施行于行业，有效帮助客户减少机会成本付出，提升盈利能力！ChangeChange当下，机会越大We NeedWe Need 预判问题，组合资源，推动问题解决遍及中国地区10个行业，50余家客户全程咨询案例成功证明，企业透过与我们在品牌、营销等方面的合作，能实现跨行业专长，与企业行业经验的完美结合，有效提升企业盈利能力我们提供我们关注 降低营销成本 提升品牌影响力 提升市场份额 提升盈利能力 LMCSORIM

29、SEBPFORWARDFORWARD实效高于一切 聚合营销解决方案 俱乐部营销体系建立与托管解决方案 客户满意度提升解决方案 新品上市营销解决方案 品牌价值梳理与创建解决方案ARMCMSCSUNMPCBVCEO&CIO余泽轩 kobe_yu销售与市场第1专家团成员中国十大营销金奖获得者中国营销研究院研究员清华EMBA、华中科技MPA、华为大学客座讲师湖北省经信委创业导师团首批成员新知助业（中国）品牌营销顾问机构创始人作品连续4年入选艾菲奖（EFFIE AWARDS）连续3年评为中国大陆最具创作实力公司50强公司项目案例两次荣获中国十大营销金奖清华EMBA，华中科技MPA、华为大学营销学院授证合

30、作单位全球最大专业贸易服务协会MSPA，中国区核心成员单位认定营销类合作媒体单位FT中文时报、销售与市场、新营销、广告导报、国际广告、东方航空获得荣誉Our HonorGroup Structure服务模块主导职能服务团队新知助业聚合营销咨询实施客户满意度研究俱乐部营销托管资源整合 落地执行品牌营销 策划咨询行业研究品牌咨询营销策划美学传播IT咨询 实施团队政企合作发起现代服务业产业研究院在“政企研究”，“投融资服务”，“项目孵化”等方面配合驻地政府，在探索现代服务业发展模式等工作上，进行了大量有益尝试。产业实践建立牛仔库聚合营销网以“资源百搭、财富倍加”为纲领，服务商界人仕“拓展人脉，资源变

31、现”的同时，也为自身俱乐部营销服务模块，累积了大量资源及宝贵经验。架构集团我们提供“驻点服务”，“基础费用+销售提成”两大特色服务客户判断内容规划执行督导后期辅导合适于展开不合适我们认为企业 无论大小、理念能与我们配合、是为关键！单位时间内目标越纯粹越容易成功。企业主咨询品牌&营销咨询全案服务流程内部营销诊断外部市场调研12营销类内容产品族群梳理渠道规划招商策划样板市场运作3品牌战略规划品牌传播规划品牌视觉表现品牌组织管理品牌类内容4企业流程梳理组织岗位梳理目标计划系统绩效激励系统管理类内容5目标界定提升品牌影响力提升盈利能力提升市场份额降低营销成本 提供客户数据挖掘，第3方实施工具，外部品牌

32、、营销资源导入等支撑增值服务资源导入客户关系管理销售进阶管理6客户判断合适展开不适合企业无论大小，理念配合最关键！单位时间内目标越纯粹越容易成功！必然共同面对问题，需要信任、包容！目标界定品牌及盈利模式规划网络平台会员互动运营规划三方托管后期辅导企业主咨询营销方案规划实施资源整合营销方案实施深度分成合作CMS俱乐部营销建立&托管解决方案开展流程服务流程客户价值选择服务价值包装价值传递规划价值保障机制合作模式A/咨询项目合作B/第3方埋名托管品牌理念对接服务组织规划互动模型建立第3方埋名托管客户价值&满意度指标体系分析1品牌&营销资源聚类分析2客户满意度提升3俱乐部营销体系建立&托管4聚合营销实

33、施5资源整合外部导入1 1快销品快销品青岛啤酒，华夏长城，白云边酒业，福建中烟，宁德烟草，杰士邦，凤竹纺织，三和食品，美庐乳业，麦都食品，仙客来菌业服务服务&加盟加盟世界自然基金会，亚洲资源，米其林，梦卡丽莲，圣弥威尔地产地产&旅游旅游万科地产，金地集团，深圳国旅，名流置业，长江金属，东莞京九城金融服务金融服务星展银行，招商银行，建设银行，邮政银行工业工业&物流物流优兰发纸业，安妮纸业，海德馨，柳洲水泥，摩托罗拉，大运摩托，润浩科技，巨精科技，TCL，东风汽车，宗申集团，易瓦特科技，梦卡丽莲通信服务通信服务中国移动，中国电信，恒波通讯教育教育&培训培训华中科技大学，厦门大学，阳光学院医药医药&

34、保健保健贵州壹佰，康尔德，修正药业，海斯泰，仙香3 3品牌营销品牌营销4 4快销品快销品四特酒业，枝江酒业，帝沃论酒，麦都食品，美庐乳业，益佰客服务服务&加盟加盟世界自然基金会，米其林，五小龙，圣弥威尔，克丽缇娜地产地产&旅游旅游万科地产，金地集团，名流置业，E路阳光，华南城金融服务金融服务招商银行，建设银行工业工业&物流物流优兰发纸业，安妮纸业，豪意电工，海德馨，摩托罗拉，大运摩托，润浩科技，东风汽车，宗申集团，易瓦特科技通信服务通信服务中国移动，中国电信，中国联通教育教育&培训培训华中科技大学，厦门大学，克洛薇，阳光学院医药医药&保健保健贵州壹佰，康尔德，修正药业，海斯泰，仙香，一致连锁时

35、装时装ARMANI、PRADA、DUNHILL、PAUL SMITH、AJ、POLO、ELLE、D&G、PRORTS、REPLAY、SISLEY、FOSSIL、FORNARINO、ORSAY、LACOSTE、bernini手表和珠宝手表和珠宝RADO、PIAGET、GP、TAG、OMEGA、MIDO、CK、HAMILTO、MONTBLANC、BVLGARI、IWC、PANERRAI、CARTIER日化日化BIOTHERM、VICHY、LOCCITANE、LANCOME、CLARINS、NUXE、YSL、HR汽车汽车BENTLEY、DUCATI、FERRARI、PORSCHE、MASERATI客

36、户满意度提升专项服务！现代服务业产业研究院 项目小组 常设人员 常设支持人员 项目经理营销咨询师策略文案创意表现 项目总监+调研专员创意文案+IT实施余泽轩CEO&CIO服务组织Service Service OOrganizationrganization全国各区公司专业分类部门行业专长顾问项目小组客户学习力、创新力、实战力2000年-2006年引进菲利普科特勒营销管理理论体系至今陆续引进国内外案例、咨询工具超万个，建立新知助业和知识管理系统2007-2008年引进美国西北大学教授唐舒尔茨整合品牌（IBC）案例库引进卡斯林价值营销知识体系2009年引进美国精信的品牌管理系统“CSU 高端客户

37、满意度提升”2010年“ARM 聚合营销”，“CMS 俱乐部营销体系建立与托管”解决文案2011年政企合作，发起现代服务业产业研究院2012年产业实践，建立牛仔库聚合营销网Core Competition Core Competition CapabilityCapability核心核心竞争力竞争力ValueValue咨询价值现有的企业界目标导向1.零散的品牌、广告创意2.以产品为中心的营销3.以价格为竞争导向的营销4.以渠道终端恶性竞争为主的营销5.以促销、广告为手段的营销6.以计划、执行、控制、反馈为主的营销管理以实效为导向的目标体系1.系统品牌战略营销2.以品牌建设为中心的营销3.以整个

38、经营链为激励体系的营销4.以建设渠道伙伴关系的深度营销5.以整合传播为主的营销6.目标管理、情景管理、知识管理、领导力等一系列的管理服务深度 Service Depth精细出品 Selection Result 惊喜过程 Surprise Procedure满意成果 Satisfaction Production坚持用比自己强的人Insist in using the one who is stronger than ourselvesFORWARDFORWARD thinking实 效 高 于 一 切新知 助业（中国）品牌营销顾问机构CHINA BrainCHINA Braincorpora

39、tion consultative agency市场调研 Market Research Market Research 竞争对手研究 Competitor Research Competitor Research 行业研究 Industry Research Industry Research 产品线梳理 Product Line Comb Product Line Comb 渠道政策规划 Policy Planning Channels Policy Planning Channels 招商会策划执行 Investment Planning And Execution Investment

40、 Planning And Execution 样板市场操作辅导 The Boilerplate Market Operation Counseling The Boilerplate Market Operation Counseling 营销管理制度 Marketing Management System Marketing Management System 产品概念提炼 Product Concept Refining Product Concept Refining 品牌概念提炼 Brand Concept Refining Brand Concept Refining 品牌核心价值

41、提炼 Refining The Core Values Refining The Core Values Of The Of The Brand Brand 品牌战略规划 The Brand Strategy Planning The Brand Strategy Planning LMC降低营销成本 Lower Marketing Costs Lower Marketing Costs 增值服务资源导入 The Introduction Of Value-Added Services Resources The Introduction Of Value-Added Services Res

42、ources ARM聚合营销解决方案 ARM Solutions ARM Solutions CMS俱乐部营销体系建立与托管解决方案 CMS Based And Hosted Solutions CMS Based And Hosted Solutions 区域推广策划 Regional Promotion Planning Regional Promotion Planning NPM新品上市营销策划解决方案 New Product Marketing Solution Center New Product Marketing Solution Center 短信平台 Messaging P

43、latforms Messaging Platforms 销售进阶管理 Sales Advanced Sales Advanced Management Management BVCC品牌价值梳理与创建解决方案 BVCC Solutions BVCC Solutions 品牌年度传播规划 The Brand Annual Communications Planning The Brand Annual Communications Planning IMS提升市场份额 Increase Market Share Increase Market Share EBI提升品牌影响力 Enhance

44、Brand Impact Enhance Brand Impact 区域市场传播规划 Regional Marketing Communications Planning Regional Marketing Communications Planning 媒介组合建议 Media Mix Recommendations Media Mix Recommendations 公关活动方案 Public Relations Activities Program Public Relations Activities Program 网络推广方案 Network Promotion Program

45、Network Promotion Program 品牌识别系统设计 Joint Promotion Of Joint Promotion Of Brand Identity System Design Brand Identity System Design 品牌应用系统设计 TheThe Brand Application System Design Brand Application System Design 品牌推广物料设计 Branding Materials Design Branding Materials Design 终端物料设计 Design Of The Termina

46、l Materials Design Of The Terminal Materials 区域市场联合促销 Regional Markets Regional Markets EP提升盈利能力 Enhance Profitability Enhance Profitability 终端设计 Terminal Design Terminal Design CSU客户满意度提升解决方案 CSU Improve Solution CSU Improve Solution 推广物料设计 The Design Of Marketing Materials The Design Of Marketing

47、Materials 俱乐部品牌理念对接 The Club Brand Philosophy Docking Club Service The Club Brand Philosophy Docking Club Service Organization Planning Organization Planning 俱乐部服务组织规划 Club Service Organization Planning Club Service Organization Planning 俱乐部互动模型建立 Club Interactive Modeling Club Interactive Modeling

48、第3方埋名托管 3rd Party Maiming 3rd Party Maiming 网站建设推广 Hosting Website To Promote The Building Hosting Website To Promote The Building 呼叫中心 Planning And Implementation Of The Call Planning And Implementation Of The Call 邮件平台 E-Mail Platforms E-Mail Platforms 俱乐部专刊 Clubs Special Issue Clubs Special Issue

49、 主题活动规划实施 Theme Activities Theme Activities 客户关系管理 Customer Relationship Management Customer Relationship Management 客户数据挖掘 Customer Data Mining Customer Data Mining 数据营销实施 Data Marketing Implementation Data Marketing Implementation 客户价值选择 Customer Value Choice Customer Value Choice 服务价值包装 Service V

50、alue Packaging Service Value Packaging 价值传递规划 Value Delivery Planning Value Delivery Planning 价值保障机制 Value Protection Mechanism Value Protection Mechanism 客户价值 Customer Customer Value Value 人群分类 Crowd Category Crowd Category 品牌包装 Brand Design Brand Design 销售导引 Sales Guidance Sales Guidance 活动推广 Even

51、t Promotion Event Promotion 数据库管理 Database Management Database Management 投资管理 Investment Management Investment Management 回报置信 Capital Pool Raised The Capital Pool Raised The Confidence Confidence 品牌认可 The Value Of Brand The Value Of Brand 价值创造 Value Creation Value Creation 价值分享 Value ShareValue Sh

52、are市场调研 Market Research Market Research 竞争对手研究 Competitor Research Competitor Research 行业研究 Industry Research Industry Research 产品线梳理 Product Line Comb Product Line Comb 渠道政策规划 Policy Planning Channels Policy Planning Channels 招商会策划执行 Investment Planning And Execution Investment Planning And Executi

53、on 样板市场操作辅导 The Boilerplate Market Operation Counseling The Boilerplate Market Operation Counseling 营销管理制度 Marketing Management System Marketing Management System 产品概念提炼 Product Concept Refining Product Concept Refining 品牌概念提炼 Brand Concept Refining Brand Concept Refining 品牌核心价值提炼 Refining The Core

54、Values Refining The Core Values Of The Brand Of The Brand 品牌战略规划 The Brand Strategy Planning The Brand Strategy Planning LMC降低营销成本 Lower Marketing Costs Lower Marketing Costs 增值服务资源导入 The Introduction Of Value-The Introduction Of Value-Added Services Resources Added Services Resources ARM聚合营销解决方案 AR

55、M Solutions ARM Solutions CMS俱乐部营销体系建立与托管解决方案 CMS Based And Hosted Solutions CMS Based And Hosted Solutions 区域推广策划 Regional Promotion Planning Regional Promotion Planning NPM新品上市营销策划解决方案 New New Product Marketing Solution Center Product Marketing Solution Center 短信平台 Messaging Platforms Messaging Pl

56、atforms 销售进阶管理 Sales Advanced Management Sales Advanced Management BVCC品牌价值梳理与创建解决方案 BVCC Solutions BVCC Solutions 品牌年度传播规划 The Brand Annual Communications Planning The Brand Annual Communications Planning IMS提升市场份额 Increase Market Share Increase Market Share EBI提升品牌影响力 Enhance Brand Impact Enhance

57、Brand Impact 区域市场传播规划 Regional Marketing Communications Planning Regional Marketing Communications Planning 媒介组合建议 Media Mix Recommendations Media Mix Recommendations 公关活动方案 Public Relations Public Relations Activities Program Activities Program 网络推广方案 Network Promotion Program Network Promotion Pro

58、gram 品牌识别系统设计 Joint Promotion Of Brand Identity System Design Joint Promotion Of Brand Identity System Design 品牌应用系统设计 TheThe Brand Application System Design Brand Application System Design 品牌推广物料设计 Branding Materials Branding Materials Design Design 终端物料设计 Design Of The Terminal Materials Design Of

59、 The Terminal Materials 区域市场联合促销 Regional Markets Regional Markets EP提升盈利能力 Enhance Profitability Enhance Profitability 终端设计 Terminal Design Terminal Design CSU客户满意度提升解决方案 CSU Improve Solution CSU Improve Solution 推广物料设计 The The Design Of Marketing Materials Design Of Marketing Materials 俱乐部品牌理念对接 T

60、he Club Brand Philosophy Docking Club Service Organization Planning The Club Brand Philosophy Docking Club Service Organization Planning 俱乐部服务组织规划 Club Service Organization Planning Club Service Organization Planning 俱乐部互动模型建立 Club Interactive Modeling Club Interactive Modeling 第3方埋名托管 3rd Party Mai

61、ming 3rd Party Maiming 网站建设推广 Hosting Website To Promote The Building Hosting Website To Promote The Building 呼叫中心 Planning And Implementation Of The Call Planning And Implementation Of The Call 邮件平台 E-Mail Platforms E-Mail Platforms 俱乐部专刊 Clubs Special Issue Clubs Special Issue 主题活动规划实施 Theme Theme

62、 Activities Activities 客户关系管理 Customer Relationship Management Customer Relationship Management 客户数据挖掘 Customer Data Mining Customer Data Mining 数据营销实施 Data Marketing Implementation Data Marketing Implementation 客户价值选择 Customer Value Choice Customer Value Choice 服务价值包装 Service Value Packaging Servic

63、e Value Packaging 价值传递规划 Value Delivery Planning Value Delivery Planning 价值保障机制 Value Protection Mechanism Value Protection Mechanism 客户价值 Customer Value Customer Value 人群分类 Crowd Category Crowd Category 品牌包装 Brand Design Brand Design 销售导引 Sales Guidance Sales Guidance 活动推广 Event Promotion Event Pro

64、motion 数据库管理 Database Management Database Management 投资管理 Investment Management Investment Management 回报置信 Capital Pool Raised The Confidence Capital Pool Raised The Confidence 品牌认可 The Value Of Brand The Value Of Brand 价值创造 Value Creation Value Creation 价值分享 Value ShareValue Share网络营销基础与实践(第2 2版)目录

65、目录 第一篇 网络营销的理论基础第1章 网络营销的理论基础 第二篇 网络营销的方法体系第2章 网络营销的常用工具和方法第3章 网络营销导向的企业网站建设第4章 搜索引擎营销第5章 许可Email营销基础第6章 网络广告基础 第三篇 网络营销实践与管理第7章 网络营销实践应用第8章 网络营销效果评价与控制本章要点本章要点 网站推广的常用方法 网络品牌的建立与推广 信息发布的原则与实现 在线顾客服务的主要形式 建立和维护顾客关系的主要方法 网上销售渠道的建立 网上促销方法 网上市场调研的基本方法和问题7.1 7.1 网站推广网站推广 网站推广的常用方法 搜索引擎推广网站的一般过程 交换链接对网络营

66、销的主要作用 建立交换链接的一般程序 交换链接策略中应注意的问题 病毒性营销的成功范例 病毒性营销的六个基本要素网站推广的常用方法网站推广的常用方法 搜索引擎推广 网络资源合作 病毒性营销 网络广告 许可Email营销搜索引擎推广网站的一般过程搜索引擎推广网站的一般过程 制定搜索引擎推广计划 选择网站推广所采用的搜索引擎 针对每个搜索引擎设计相应的推广方法 搜索引擎推广实施 搜索引擎营销效果评价与控制交换链接对网络营销的主要作用交换链接对网络营销的主要作用 增加网站在搜索引擎排名中的优势 通过链接推广获得直接的访问量 增加网站的可信度 获得合作伙伴的认可 为用户提供更多服务内容建立交换链接的一般程序建立交换链接的一般程序 分析寻找合作对象 作联系与协商 交换链接的实施和管理 交换链接策略中应注意的问题交换链接策略中应注意的问题 链接数量的标准问题 不同网站LOGO的风格产生的影响 回访已建立链接的合作伙伴网站 经常对网站链接有效性进行检查 网站链接效果的分析和管理病毒性营销的成功范例病毒性营销的成功范例HH的基本程序的基本程序（1）提供免费Email地址和服务（2）在每一封邮件底部附加