淘寶618會員運(yùn)營策略(20頁).pdf
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上傳人:Le****97
編號:1309300
2025-02-18
20頁
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1、淘寶商家平臺事業(yè)部2021.5618會員運(yùn)營集訓(xùn)營2021會員核心升級方向!#$%&!#$%&()*+!,-()*+!,-!#$%&()*+,-./01結(jié)合會員分層精細(xì)化運(yùn)營,聚焦優(yōu)質(zhì)會員供給傾斜,升級平臺會員運(yùn)營能力和機(jī)制,全面提升會員價(jià)值感!#$%&!#$!#$!#$%&()*+,!#$#$%&%&(!#$%&!#$%&()*+()*+,-./01,-./012)342)34)*+,-./01)*+,-./01,-2345,-2345)6&789:;)6&789:;?$A)BCDEF$A)BCDEFGHIJKLMGHIJKLMNO(PQ?NO(PQ?;RS;RS618會員產(chǎn)品升級!#!$!2、#$%&($ATUVWXY0$AZ$A_$A)!)*+,-.$AabcdefghijVklmnV$Aopq?/012-.78rM$A,-stuvwx$y;618會員運(yùn)營節(jié)奏618前站蓄水預(yù)售-.-/012345/423第一波品類日第二波5/12405/45206%&()*+,!#$!#$%&()*+,-./0123456781239:12;12?=AB,C7812DE/0123FGHI(J(JKLMNOPQRSTUVWXYZ(_ _abcdefg.hijklm125nZop5+?()()*qrKL%+12stuvwxyzdeaij1()*|?12C1212Qabcfgbc“&1212”LZoA3、B112g1123wx7812?121-./012DE12PQHI1212?HIkJ(!1212?HI12PQ()*12L-bkJ(!1212!#(!#(%&VW5?!#!#&12FG12?&!J)!J)abcKLqr11212AB,12?Cw12”()*12abc5()abcKLqr112()*+,12stwxyz$Aozhij$A|z$A,-%【會員招募】直播間粉轉(zhuǎn)會!#$%&()*+,-./012 hij!.#“j.hi$A”kl$y.$y”klBrM.$t)hij$A|uv.6&$y5!#$%&()$*+,-./0+1234567&89123:1;%&?AB-C=&DEFGHIJKFG4、HIJKLMNLMN0O-PQRST%&=-/J_%&a%=-&7bcdefefefg!V$A!V$A$A-.hij!#$VVVVV【會員招募】訂閱粉轉(zhuǎn)會!#$%&()*#+,#-./012,#-34,#!#$%&()*bc!#$VVVVVklOklO!#$klO$A,-rM!$oo1!.$3#,-qe,-qe$ArM!#$O.“!#$%&()*+,-!#$%&()【權(quán)益蓄水】周三會員日聯(lián)動(dòng)訂閱a(3bc!$A#$%bc(3&*T()*+(3,$A-./0 12y(33”4/0R$!#$%&$56789#+:;?ABCDABABCE789#+:FG?ABHABIDHAJ7K9=?HAB7K9#5、+:FG?HALDHAM7N9=?HAO7N9#+:FG?HAJCDHAJHAJH7P9=?7P9#+:FG?/5,-67289bc(3%+,-./0!#$%&()./012&34#$%12340*+56789:);?ABCDEF!GHIJKLMN89:;0OPQRS34T56MNUKLMNVWXYZ!_!_abc2de:Lf34!ghijklFmnohpjqrrstuc!vwxyz|rFu【權(quán)益蓄水】周三會員日聯(lián)動(dòng)訂閱34T56;34T56;/o123HI+:;#?$A=(3fABCDDrM.#$#28$A56T(!#$%&()*+,-fAEFG$A=uvO./0123456789/01236、p5+!#$%&:HbcICD$A=JKBLMNO28PQ%$A=&JKRCDDrM.#$#28$A5/1$A=*+hijSTUV$A=,-.ghij 1/0W/0123p5+/0123p5+$A=*+2$AXrY$A=,-bc(3O$A)*+$Z3mnO(34_/0123p5+d;d;“”“”$%&+,-(:;$%-!#$%&(+,(:;$%-(:;$%-!#$%&(+,?ABCDEFGHHIJKLLMMMNOPQPRNSTULVWXYVYVSRULSZUTIRZVHXTLSTZX【權(quán)益蓄水】會員回饋禮JQRSTUE=VWXYZBQLQ#+_ab-.abfOZ_?,-OcdefH$A_會員回7、饋禮公私域多點(diǎn)透出gh_$AV ijk$AVlm_$AH:-.klmn*Z28AnoZwx$A$yrMZ pq?-.aObf.W,-zrstuvw ipq.$Azx.Zyz|-!O28 PQf$A_AOPQ?.$AZh#$COh$Z_t.*+,3412,-fZO28qe|-28.Zcc|“1.”J 6&828Ano28AnoZhO(3u1.TUVTzT3-.klklmnz$Aozomnz$Aozou-*(38“j)=L$A|WMOuvwxwx$y$yrMZO.u*+$As!#$%&()_aJTIFGHHIJKLLMMMNOPQPRNSTULVWXYVYVSRULSZUTIRZVHXTLOXbV8、Ycdefgh【引導(dǎo)成交】會員預(yù)售/現(xiàn)貨加贈會員加贈預(yù)售&2波現(xiàn)貨期多渠道透出1$A01._?$A“jO#28Ano$AY0$AY0u1hij-fiiYi$bc$AY0OY,R$pq?!#$%&()*+,-$./0!12-3456789:;!?AB-CDEFG PQh01z%PQrYz:.uv3 O_?*+,3412 pqTUWX3.D$AO01 6&828Ano28Anohijhij-Y0u1O&.f$Ao$AoOTUWX,#8Y0u1 bcbc$AY0u1.”R$bcWY,hizklmnz5u8Y0u1)*+$A$y$rM$AY0pq.u*+$As!#$%&()$%ijaJTIFGHHIJ9、KLLMMMNOPQPRNSTULVWXYVYVSRULSZUTIRZVHXTLWITMgkclmhno【引導(dǎo)成交】雙波段會員積分玩法促多單-積分膨脹/積分兌換a a a)a aa)_v)i)Y_ivH8I)1._?mc pq?f“pq.-._v)$A_t.-.)1i“jtztv*+,56789:,-v)pq=L_)G.“h=LO),-qe|28$A,-=L)O$A,-!#$%&()pqrsaJTIFGHHIJKLLMMMNOPQPRNSTULVWXYVYVSRULSZUTIRZVHXTLIOtGGW【主動(dòng)觸達(dá)】專屬客服大促清單Rh3ijklmnopqrstXuv-/wxRhyzK|&U&u910、K|&-uv-!gRh3mnop&qr-Y“Z”b|&guvDE;?A*+,BCDE ij4 i4 i=.4 i=.4 i=iUV$Ao.o iUV$Ao.oHH+$A+$AIIzzHH+V V“jj_$A_$AIIHH+$A+$AII28$Ak.28$Ak.HH+V V“jj_$A_$AII$A_,-._?$AZ#A_,-._?$AZ#jj =$A”=$A”=a a =9ZMW,=9ZMW,=$A”=$A”=a a=i.$A=i.$A#ijkklmn|$A.$ACD!uvp“=1klmn=0;R$!#$%&!#$%!#&()*+789:;=i VVVV#“V#$【主動(dòng)觸達(dá)】專屬客服萬券齊發(fā)!11、#$%&()!*%+,()-789:;uv-ijklbmnop&|&U&bT-mnopyz-J-&*EdhGhGU!#$%&();?AFGHIBC&3Y“”u)abcstabcstJ J#1212)$)$441212#$#$JJ12FG12FGZ*EO&qr-wmnop&qrLT&-t&-b-mnBqr()*+()*,-./012345()*6+()*7829:;()*9:#?-./01245234ABC3DE&-Dwx&K|&;Rh3wxmnK|&./012%&VVVVV【主動(dòng)觸達(dá)】會員群運(yùn)營節(jié)奏ZTZT(a a)N)Na aTU4*TU4*a a(*+1=*+1=a a4s4sa a+,=12、+,=a aN4 )Bo_$AV_$A$A5VnoV!#$%&()*(-.ft8z,18z18z/dtu+4s(30Kztz!1234z(356_+,=(30Kztz!1234z(356_=78s9:;Js_=78s9:;Js4uP._(3?+$yrM.ao!sV+$yrM.ao!sV99$ATUY0)$A=+$AAB6C)$A=+$A)$A_tY0$AAB6C)$A=YY$AZImIm$A_5()$A=OP34TOP34T)$A=)$A=()$A=【主動(dòng)觸達(dá)】會員群商家案例./012/01233.4567456733.89:;89:;33.?33d!ABC!ABC!8967!8967+I#a13、IUIDEFGH2IJDEKLmaUZMNOP?ee【核心陣地】直播間會員運(yùn)營促轉(zhuǎn)化!#$%&()*+,JK12 4xD.HGkVE$A$A$!$A$!$E$A!$Ak.hij#E$A!$Ak.hij#hijfiFG.5E$AkSHfiOiI_)”.$A$_?Jz|$Au.hij$A|,za*$Ahi.+hijFzhi5fi.?K=SHa4zhij$A,-5L%2J.H$A,-1236&7b-_%&=7b-&()&T_“LM”-&)”3gguv/+12qr&-&*E89GgfiFGaVE$AkSHa!,-G$AV$Ahi%M$A,-Na!,-5$AV$A3【策略跟進(jìn)】大促作戰(zhàn)室HH igBOC14、DPQ igBOCDPQII CD TRMN28CS)VEV!V$S)obQ$A2TY_TUQ$A2TTUCTUVWC%2XUY1UC.VEV!V$S)ZW HH$ACD3$ACD3II$AX1z$ACz$A2Cz$AY_Cz$ATUCHHCD3CD3II$AY_z$A#u HH“$AJKI$AJKI _“_$A|zi(z#JK.%oa,-a&xfH618大促大促作戰(zhàn)室作戰(zhàn)室數(shù)據(jù)看板數(shù)據(jù)看板618大促大促作戰(zhàn)室作戰(zhàn)室策略詳情策略詳情(圖片僅為示意圖,以實(shí)際上線為準(zhǔn)?。▓D片僅為示意圖,以實(shí)際上線為準(zhǔn)?。緳C(jī)制激勵(lì)】會員權(quán)益搜推、會場透出猜你喜歡主搜會場()*+,-./012345()678928$A28$Aaa5678“j$Aj$A“j$A,-j$A,-$AzY0z$A=2828+_$AL+_$AL9:;【課后作業(yè)總結(jié)】完成核心會員權(quán)益及透出鏈路配置!U U+HH;8;8HH34urT563qrTFurTH3urTFh_H34mbTmuT13bT-34ImurTmuTfurTFh_H56uTFh_H34IurT13bT-OP34TbT56urTFubTH349uuT!FuTbuH356uH34YUrrburT13bT-祝各位618大賣
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