【正文】 of the planning and analysis, concluded. The biggest highlight of the planning program is closely integrated campus to promote online shop sales line, the campus market as a major target market, female students at school as the main object of the service, to provide consumers with the perfect aftersale including oneonone professional consultation, the day of arrival, Products, including a wide range of services, and the entire planning program is entirely feasible. Keyword:Mary kay。玫琳凱網店創(chuàng)業(yè)營銷策劃書 I，中國化妝品市場不斷擴大，與此同時，中國化妝品市場機遇與挑戰(zhàn)并存，而在中國有一個潛力巨大的市場亟待開發(fā)，那就是以大學生為主體的高校市場。； Network Marketing； Planning program 玫琳凱網店創(chuàng)業(yè)營銷策劃書 III 目錄 摘 要 ...............................................................................................................................I Abstract....................................................................................................................... II 1 網店概述 .................................................................................................................. 2 網店介紹 ....................................................................................................... 2 網店主營商品 ............................................................................................... 2 網店特點 ....................................................................................................... 2 物流方式的選擇 ........................................................................................... 2 網店營銷宗旨 ............................................................................................... 3 網店經營目標 ............................................................................................... 3 客戶管理 ....................................................................................................... 3 建立客戶資料庫，有助于我們維系客戶 ........................................ 3 在 里設立客戶服務 ...................................................................... 4 賬本管理 ....................................................................................................... 4 利用 Word、 Excel 工具建立帳本 .................................................... 4 分析與總結商品的銷售情況 ............................................................ 4 財務預算 ............................................................................................ 4 2 環(huán)境分析 .................................................................................................................. 5 宏觀環(huán)境分析 ............................................................................................... 5 微觀環(huán)境分析 ............................................................................................... 5 3 目標市場細分及目標市場選擇與定位 ................................................................. 8 目標市場細分 ................................................................................................. 8 目標市場的選擇與定位 ................................................................................. 9 目標市場的選擇 .................................................................................. 9 目標市場的定位 .............................................................................. 10 4 營銷策略 ................................................................................................................ 11 產品策略 ..................................................................................................... 11 產品類型 .......................................................................................... 11 包裝策略 .............................................................................