目 录
引言 .......................................................................................................................................................3
1 策划目的 ...........................................................................................................................................3
1.1 简介 ..........................................................3
1.2 存在问题 ......................................................5
2 营销环境分析 ...................................................................................................................................5
2.1 宏观环境分析 ..................................................5
2.1.1 人口环境 ...................................................................................................................5
2.1.2 经济环境 ...................................................................................................................5
2.1.3 政策环境 ...................................................................................................................6
2.1.4 技术环境 ...................................................................................................................7
2.1.5 自然环境 ...................................................................................................................7
2.1.6 社会文化环境 ...........................................................................................................8
2.2 微观环境分析 ..................................................8
2.3 SWOT 分析 ....................................................13
2.3.1 优势分析（S） .........................................................................................................13
2.3.2 劣势分析（W） .........................................................................................................15
2.3.3 机会分析（O） .........................................................................................................15
2.3.4 威胁分析（T） .........................................................................................................17
3 目标顾客和目标市场 .....................................................................................................................17
3.1 目标顾客 .....................................................17
3.2 目标市场 .....................................................17
4 网站诊断 .........................................................................................................................................18
4.1 网站规划与栏目结构诊断 .......................................18
4.2 网站内容与可信度诊断 .........................................21
4.3 网站功能与服务诊断 ...........................................23
4.4 网站优化及运营诊断 ...........................................24
5 网络推广方案 .................................................................................................................................26
5.1 搜索引擎推广 .................................................26
5.2 微博（客）营销 ...............................................27
5.3 网络广告 .....................................................29
5.4 Email 营销 ...................................................33
5.5 事件营销 .....................................................34
