Gourd Monk: Learning from scratch website planning "China"

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In the author's previous article "From the beginning of learning Web site planning on" ", to share with you about why to learn the site planning 4 points, the site planning process 6 steps, and identify the industry 7 kinds of analysis methods, then with you continue to plan the site of the next 6 steps in the second step to identify the theme of the start to share. After the first step to determine the site planning industry, the next we need to determine the site planning theme positioning, theme positioning is a site planning thinking of a key point, we need to ask questions to ourselves, and then find ways to answer these questions, we can start from the following 5 aspects of thinking:

1. Market Size

What is the market size of the chosen industry? Is there a blank market? Are there enough market space? There is no part that has not been excavated yet? These questions need to be analyzed and studied carefully.

2, User needs

What kind of service does the user need? Is it more perfect on the basis of existing services? For example, now there is a website to do the download software business, then if you can provide faster than other sites download speed, may be more attractive to users. can provide users with new forms of service? We need to constantly tap the needs of users, which will be explained in detail later.

3. Business model

Assuming that a topic is positioned, is there a larger development space for this topic? Is there a sustainable profit model? If the development space is small, the market and the profit space is small, then may need to consider the change. No good business model will discreetly.

4. Competition

如果我们来做这个主题，那么我们需要对我们的竞争对手非常了解，比如我们的竞争对手有哪些?我们比竞争对手的优势在哪里?弱势在哪里?是资金方面的还是技术方面的?竞争对手有哪些背景、资源?等等问题， In the next step, I will explain the competitor analysis in detail.

5. Potential opponents

Will there be strong giants in this direction in the next 3 or 5 years? What if there is a way to deal with it? The author thinks that by the preconceived situation quickly establishes own brand, then the brand bigger, the best is can establish the core competitiveness to form the trade barrier.

The above 5 thinking direction in each direction will throw all sorts of questions to everybody, we need to ask clear oneself, how to deal with these questions, whether has the method to be able to solve these problems very well, if can then we can carry on the next step, namely to our competitor analysis. Why do we have to analyze our competitors? What's the point? As the old saying goes, "The enemy is invincible" only if we really understand our competitors can we be in an invincible position, we could gain an analysis of the significance of our competitors through 3 aspects:

1, we can through competitors to verify the feasibility of the project and market size;

2, we can directly learn from the successful experience of competitors and their failure lessons, to avoid our detours;

3, we can directly copy the competitor's model and method.

Next we need to the competitor's specific project analysis, mainly is the competitor's website data, the website background, the specific personnel assignment, the website structure, the website characteristic and so on 5 aspects launches the concrete analysis;

1. Website data

First, we need to analyze the Alexa rankings of our competitors, in the industry ranking is what the situation, from when began to develop, experienced how many stages, the opponent's website channel data, such as the content of the site channel, update the amount of what the situation, the site's key channel is what; What is the number of registered opponents on the website? If it is a forum, what is the number of postings, the competitor's market share is what the situation, brand awareness, the most simple way to investigate the two aspects of the Gathen or to the forum to inquire, to see how many people know, according to the approximate proportion of calculation; There is also a more critical data is the opponent's website SEO data, such as the number of included, the number of chain, keyword rankings, weights and so on.

2. Website background

Does the competitor's website have any background? How long is the time of establishment? Sometimes time is an advantage, a preconceived trend; how big is the competitor's team? Is it a personal small team or a company operation? The experience, background, personal influence, investment of the founding members of the competitor, These details are often able to determine the strength of the opponent, we can through the opponent's website description, domain name, foreign propaganda material or side to inquire about competitors.

3. Specific personnel distribution

What is the specific distribution of competitor team members? General situation a complete network company should have operations team, editorial team, technical team, promotion team, SEO team, sales team;

4. Website structure

Competitor's website structure is what kind of appearance, if cannot remember the best is to draw on the paper, for example function module has what, channel structure, column layout is what circumstance, complement each other.

5, Website features

What are the characteristics of the competitor's website? can be from the brand, technology, content, services, resources, users and other aspects of analysis, to see the site description, publicity, the channel's flow and investment is also the quality of some data channels.

After listing the above 5-point competitor analysis, we have to compare our own data with the competitor's data, the key is to compare the core competitiveness.

After analyzing a competitor, there are usually 3 types of competitors, more than our competitors, our competitors, no competitors or worse than our competitors, we will analyze these 3 types of competitors:-

1. Strong competitors

In the face of competition than our competitors, we can only from the search for differentiation as a starting point, no matter what the market is very large, can always find differentiation, such as industry segmentation differentiation, such as business-to-business industry has Alibaba, as well as China Chemical network, with China Chemical Network and Chemical industry in the subdivision of Chinese spices Chemical network, This is what we often call vertical subdivision. We can also be differentiated by user group differentiation, user behavior differentiation, content service differentiation and so on.

2, almost competitors

Competitors like this can find core competencies by comparing data from various aspects.

3. No competitor

If there is no competitor, we need to think about it. What is the reason to give up or not to do it? is the project not feasible? We can analyze the investigation or find someone to consult; we can understand the process of their implementation; See if there is any way to solve it; do not invest enough? To see if there is a low-cost way to do it; Conversely, if no one has done this project, then why? is the investment too big, or the lack of profitability and so on, we need to make a good analysis.

Today we talked about how to determine the site planning and competitor analysis, I hope we can be good and efficient implementation, in the next article I will be with you to analyze the site planning the most critical "user positioning analysis → site profit model planning → website Planning and Design" Of course, if I write the conflict with your ideas you are welcome to communicate with the author and discuss, you can add Network marketing planning-to promote QQ group: 47260820, or the author of the qq:46494701, I hope in the communication and communication with everyone to grow together.

Author information: Gourd Monk, formerly known as Ella, is committed to E-commerce, Network Marketing planning, entrepreneurship project planning and other aspects of research, want to see the author more articles please login www.huluso.com. Copyright Notice: Welcome to free reprint, reprint, please retain the original author information, thank you for your cooperation.