班级电商：131姓名：王菲学号：03西溪湿地网络营销策划书目录引言......................................................................................................................................................31策划目的..........................................................................................................................................31.1简介..........................................................31.2存在问题......................................................52营销环境分析..................................................................................................................................52.1宏观环境分析..................................................52.1.1人口环境..................................................................................................................52.1.2经济环境..................................................................................................................52.1.3政策环境..................................................................................................................62.1.4技术环境..................................................................................................................72.1.5自然环境..................................................................................................................72.1.6社会文化环境..........................................................................................................82.2微观环境分析..................................................82.3SWOT分析....................................................132.3.1优势分析（S）.........................................................................................................132.3.2劣势分析（W）.........................................................................................................152.3.3机会分析（O）.........................................................................................................152.3.4威胁分析（T）.........................................................................................................173目标顾客和目标市场....................................................................................................................173.1目标顾客.....................................................173.2目标市场.....................................................174网站诊断........................................................................................................................................184.1网站规划与栏目结构诊断.......................................184.2网站内容与可信度诊断.........................................214.3网站功能与服务诊断...........................................234.4网站优化及运营诊断...........................................245网络推广方案................................................................................................................................265.1搜索引擎推广.................................................265.2微博（客）营销...............................................275.3网络广告.....................................................295.4Email营销...................................................335.5事件营销.....................................................346网络营销组织结构...................................................................
