I. project background
All kinds of flowers speak a thousand words, and every sentence tells "beautiful", especially now. With the continuous improvement of people's living standards, the quality of life is constantly improving and the pursuit of life. Flowers have been the indispensable ornament of people's life! Flowers consumption trend of more and more popular in recent years, in addition to flower itself to the handsome enshrouded, let people pleasing, beautification household etc, it can also develop people's imagination, make people more implicative when communicate with each other, more tasteful
So we set up campus online flower shop for flower market, both website long-term market share and return on short-term funding to seize market, in order to meet the individual character consumption as the theme, with flowers for the pilot to drive other product, eventually to form a "university of geosciences, jade flower shop" brand advantage, often is very feasible.
Ii. The company's project strategy
1. Provide clear, effective and unimpeded sales channels, provide products and services to promote the development of the flower market. Our bluebird will be a lovely messenger, sending good wishes and happiness to thousands of families. Create the best living environment for mankind
2. Company objectives
Based on a large base, serve wuhan, radiate central China. Create an online florist company (xeehaa.cn). The company will build a certain popularity with the consumers in wuhan for one year and strive to make ends meet. In the time of investment, only the west campus of the university of geosciences, the site of the website, was selected as a pilot market. The market capacity of the site was more than 3,000 people, which was representative, and the pilot time was one and a half months. When the model is successful, it is promoted in the sub-station in the form of asp. Expand to the rest of the market after three to six months of operation
3. Operating environment and customer analysis
1. Industry analysis
The website is a vertical website launched by university students targeting 6.5 million college students, so target consumers are positioned as college students. The site in addition to outside the station of wuhan university of geosciences, have RACES in hubei universities, therefore, the tentative target customers, focusing on the universities and colleges in hubei college students gradually expand the market in the future, China university of geosciences, for example, all kinds of student nearly 20000 people, is put into 8 school, there are nearly 200000 of target consumers, the latest statistics show that there are about 6.5 million college students nationwide, the market size is quite large, and considering the students after graduation will be in the future site of loyal customers this reality, the capacity of the target market will be considerable
2. Analysis of survey results
The company focuses on customer analysis for college students in wuhan, mainly taking questionnaire survey (see appendix I) and the way of individual interview. This time we sent out 50 questionnaires and took back 37 copies. Due to the limited time, the questionnaire is not much, but it reflects the consumption psychology and demand of consumer friends to some extent.
The essay has obvious curiosity, and in innovation, there is a convergence of the same gender, and listen to students or friends to introduce the purchase behavior.
The purchase behavior is basically perceptual, but due to the influence of its own economic income, the purchase behavior has a rational color, which is generally low in price but has a strong romantic color.
There is no fixed purchase model for college students.
The ability to accept and absorb new things is strong, pursuing fashion and advocating individuality.
The factors affecting the purchase of products are: price, variety, packaging, service, etc.
The purchase behavior of the purchase is very strong, generally centered on teachers' day, valentine's day, Christmas and friends' birthdays.
3. Target customer analysis
College students buy generally don't ask price, but from online order to focus on mid-range price. Can tend to express feelings in the order number, as most order 1 (you're the only one I want), 3 (I love you), 19 (love for a long long road), 21 (favorite), etc., on teacher's day this day tend to order flowers for the unit class sizes. Packaging generally tends to demand high gear, there is a trend towards personalized direction, and the quality of the flowers is more demanding, such as not allowing the wilting phenomenon.
2. Marketing strategy analysis
2.1 brand strategy
The website construction initial, we attach great importance to the brand. On the brand packaging, personnel by artists, according to a detailed market survey and bold prediction combined dynamic and static page design, from the visual image and text fonts are carefully planning, makes every effort to have unique innovation
2.2 pricing strategy
Qingbird online flower shop strives for perfection in raw materials, packaging and services, and strives to provide customers with maximum enjoyment and psychological satisfaction. Both the price route and the quality route meet the needs of consumers at different levels.
2.3 promotion strategy
Using the school radio station, the putting, publicity column free publicity also took advantage of the site itself information propaganda and highlight the image, and with each big newspaper, local radio and television stations to establish a good relationship, mutually beneficial win-win strategy pattern
The service of the online florist must be first class. For the distribution team, as long as there is an order, it must be delivered on time according to the order, and it is the service of smiling.
In after-sales service, the customer service department is responsible for the following ways:
Thank you for your phone call or E-mail for a friendly reminder and send an e-card to your client during a major holiday
Accept customers' returns unconditionally and accept customer complaints
To set up a consumer questionnaire, with gifts and first-hand information on consumer demand
For the first time, the customer will receive the vase with the flowers and enjoy the price and enjoy the membership price.
You can hold a member salon online or offline regularly, exchange information, communicate with each other, and answer the questions that customers are most interested in.
To establish a customer database file, the customer reorders the name, and the customer's other information is automatically transferred to the system.
2.4 channel construction
At present, online florists mainly establish business relationship with primary wholesalers. Choosing wholesalers, generally inspects its operating performance, credibility, cooperation, delivery is timely, etc., require the wholesalers in the same city is located in several different parts of the marketing network, in order to facilitate the members of the distribution of colleges and universities on the flowers. Usually sign cooperation agreements with wholesalers to agree on price and product quality
3. Implementation of online flower shop strategy
1. The scope of market choice, the suggested budgeting only choose website station in west campus of China geological university as a pilot in the market, the market capacity in more than 3000 people, more representative, a pilot for a month and a half. After the success of the model, it was promoted in the form of asp. The other seven stations, which have already been built, will be expanded to the rest of the market after three to six months of operation
2. Focused on the customer, promotional object is given priority to with students, they are interested in pop, tend to lead tide, for the logical thinking strong engineering students, we used the first audience to spread propaganda effect.
3. The site promotion selection will be promoted on 8 September and 9 September each year. Before this, the leaflets will be distributed to the student dormitory. The publicity includes:
The uniform color banner, which is located on the main road of campus, is 3-5, with "blue bird flower shop" and "campus flower shop".
In the high traffic area of the campus, such as the dormitory door and the canteen near the canteen, there are three or five microcomputers, which can be searched and ordered online. Place a leaflet detailing the contents of the flower shop, and arrange the flowers in kind, and send the gifts to the public on the day of publicity.
I asked the school radio station to broadcast the promotional materials prepared by the "bluebird flower shop" publicity department.
(4) to build atmosphere, arrange two young lady wear the ribbon with "jade flower shop" site, with explanation, and organize the raffle, the winner can live for 20 yuan flowers, payment by the site.
On the day of publicity, please report to the school related media, such as wuhan evening news and local TV stations.