【正文】 ..... 10 替代品的替代能力 ................................................................................. 10 行業(yè)內(nèi)競爭者現(xiàn)在的 競爭能力 .................................................................11 供應(yīng)商的議價能力 .................................................................................. 12 校園市場分析 ................................................................................................... 13 目標(biāo)人群密集 ......................................................................................... 13 市場需求大 ............................................................................................ 14 潛在需求分析 ........................................................................................ 14 大學(xué)教師消費群體分析 ..................................................................................... 15 大學(xué)老師的消費特點分析 ....................................................................... 15 .................................................................................. 15 .................................................................................. 15 .................................................................................. 15 教師對我公司產(chǎn)品的需求性分析 ............................................................. 16 大學(xué)教師人群聚集特點分析 .................................................................... 16 全國各高校公益類社團(tuán)分析 .............................................................................. 17 公益類社團(tuán)參與活動收獲頗多 ................................................................ 17 我們選擇公益類社團(tuán)的原因 .................................................................... 18 第二章 “關(guān)愛教師，從護(hù)嗓開始”公益營銷策略 .......................................................... 19 “關(guān)愛教師，從護(hù)嗓開始”公益營銷策略概述 ................................................... 19 公益營銷概述 ......................................................................................... 19 “關(guān)愛教師，從護(hù)嗓開始”公益營銷簡介 ................................................ 19 “關(guān)愛教師，從護(hù)嗓開始”公益營銷策略 TOWS 分析 ........................................... 20 外部威脅分析（ T） ................................................................................ 21 外部機會分析（ O） ................................................................................ 23 內(nèi)部劣勢分析（ w） ................................................................................ 24 內(nèi)部優(yōu)勢分析（ S） ................................................................................ 25 第三章 “關(guān)愛教師，從護(hù)嗓開始”公益活動 ................................................................. 27 營銷方案具體目標(biāo) ............................................................................................ 27 山海博大網(wǎng)絡(luò)公益營銷策劃及推廣方案 —— 云創(chuàng)意團(tuán)隊 II 策劃方案實施流程： 校園公益行 —— 護(hù)嗓行動 .................................................. 28 前期準(zhǔn)備 .................................................................................................. 28 活動宣傳和推廣 ....................................................................................... 28 活動實施 .................................................................................................. 29 公益活動平臺搭建 ............................................................................................ 31 現(xiàn)有各大公益類平臺 .............................................................................. 31 、微公益 ............................................................................. 31 ............................................................................................... 32 ............................................................................................ 33 公司網(wǎng)站公益平臺的搭 建 ....................................................................... 33 網(wǎng)絡(luò)交易平臺的搭建 ......................................................................................... 37 阿里巴巴 ................................................................................................ 37 生意寶 ................................................................................................... 37 淘寶網(wǎng) ................................................................................................... 40 第四章 “關(guān)愛教師，從護(hù)嗓開始”公益活動推廣方案 ................................................... 41 項目推廣時間安排 ............................................................................................ 41 項目推廣流程 ................................................................................................... 41 項目推廣總策略 ................................................................................................. 42 線上推廣 ................................................................................................ 43 一、搜索引擎優(yōu)化 ..................................................................................... 43 二、博客推廣 ............................................................................................ 45 三、微博推廣 ............................................................................................ 49 四、 SNS 平臺推廣 .................................................................................... 50 五、即時聊天工具推廣 .............................................................................. 53 六、其他線上推廣方式 .............................................................................. 55 線下推廣 ................................................................................................ 57 項目推廣傳播分析 ............................................................................................ 57 第五章 附件 ................................................................................................................. 60 團(tuán)隊成員介紹 ................................................................................................... 60 調(diào)查問卷及分析 ................................................................................................ 61 宣傳材料 .......................................................................................................... 66 交流平臺應(yīng)用展示 ...............................