A5 Marketing: How to pinpoint the company's website?

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

Positioning is the starting point of all product marketing, is to determine whether the product can be market acceptance of the root, in countless books, cases mentioned, by countless masters, experts said. But the traditional enterprise really can put oneself in the position of the Enterprise website localization, very few. Enterprises in the network to build stations, do promotional marketing the ultimate goal is to achieve product sales, and the location of the site is the most critical. Error and deviation of the site positioning, in an ambiguous state, will lead the entire marketing team astray, not only to confuse netizens, even the marketing team will be confused, know the funds and resources exhausted. Empty city that to achieve accurate positioning of the site, it is necessary to analyze the industry, target population, covering areas, operating direction and other four attributes.

One: Properties of the product

If the enterprise has some product production and processing advantages, low-cost procurement advantages and the advantages of cooperative sales, these products can be listed as the focus of sales targets. Analyze the product's style, appearance, preliminary price can be accepted by the customer, as well as the market price of similar products, functions, quality, sales to determine the product network sales price. Analyze the profit margin of single goods and the monthly sales of the website.

Enterprises in the past not operating, processing any products, just want to build a mall to expand revenue, can be on the market more hot products or popular industry analysis, do not choose the unpopular industry, because no one to sell does not mean that no one saw the market. If the product determines the scope, the next consideration is to buy or agent or to say cooperative sales.

Two: Crowd attributes

Determine the scope of product sales, according to product features, use to lock target audiences. According to the male, female, students and other attributes of the division, in order to find the corresponding propaganda media. Determine the attributes of the population and then go back to the market, determine the price range of products sold on the website. However, the target population is not the more widely the better, to ensure that the target population has sustained purchasing power, has the ability to support the development of the site on the basis of the purchase amount, to the crowd as much as possible to ensure that the future promotion of a precise direction.

Three: Geographical attributes

E-commerce platform is usually to achieve "monopolistic" operation will be profitable, where the "monopoly" refers to the monopoly of brand influence. Relying on powerful web site influence, the country has to buy the needs of netizens are attracted to shopping malls, this process is undoubtedly relatively long. Enterprises should be based on marketing funds, logistics and distribution, to determine whether the site is for the development of the national business, or for a certain geographical operation. If the company is in the province or the city has a strong purchasing capacity and consumption potential, the city suggested that enterprises first to the regional mall based. Gradually expand the scope of business sales. The narrowing of the sales range is tantamount to a narrowing of the scope of publicity and the difficulty of publicity.

Four: Business attributes

Determine the previous three attributes, but also to determine whether to do all-inclusive comprehensive web site, or do fine and specialized vertical industry website. Comprehensive web sites need more resources, the probability of attracting netizens is greater, the future benefits higher. Vertical industry website Sales Precision More accurate, the target crowd more concentrated, market promotion easier. Enterprises must objectively assess their own economic capacity, accurate analysis of the future of the development of the web will be how much power to promote, how long can withstand the non-profit stage to feed the whole group, in order to finalize the operating attributes.

Five: written in the last

Accurate positioning of a website is not complicated, can be said to be the case, many enterprises in the positioning of E-commerce platform, the complete analysis of the calm, will somehow independent innovation. is clearly the fashion of the website or apparel Web site, to be integrated as the target of the general.

Ambiguous positioning will inevitably lead to a profit model does not continue to ductility. Website structure, target crowd, transaction flow, market propaganda form deviation, make the website development is slow. Often a problem is discussed many times without a result, not a problem without an answer, but does not find the root cause of the problem. The website model does not have the market basis, does not conform to the industry the law, the operation process naturally is the question many, the difficulty.