Industry website overall planning program sharing

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According to the market research on Zhuhai's website construction, we believe that customers can accept the membership fee of 1000~2000 yuan per year, but it depends on what kind of service customers can get from us, which is limited by our information acquisition and data processing ability two times.

Kai Hang Zhuhai Network construction think our sales steps are divided into three aspects, the first is the market penetration.

The second step is to pay attention to direct sales and telemarketing. Within the industry as well as the surrounding corporate customers is our site's main goal, direct sales and telemarketing is the best way to sell these enterprises.

Third, pay attention to the development of partnership, our company will and the industry's academic institutions, trade associations, media, training and conference institutions to carry out a wide range of cooperation. On the one hand, we can expand the popularity of the site itself, on the other hand, we can use the strength of partners to obtain some marginal income.

On the industry side, the competition between Internet stations is very fierce, homogeneity of the phenomenon is more serious. Our competitors mainly have several websites

Set sail Zhuhai Network construction through analysis and comparison can be seen, although the above competitors in different areas of specialization. Also has a certain impact and user base. But the common problem with the Web site is that market segmentation is too fine, not conducive to the sustainable development of the site-although market segmentation, industry, specialization is the trend of Internet development in the future, but in the industry still market segmentation is obviously not appropriate, it can not meet the comprehensive needs of professional users. In addition, the above Web site generally lack of international vision and market means, but also to limit the growth of the Web site one of the bottlenecks.

To sum up, the whole industry still lacks an influential, comprehensive integrated business website. Therefore, "the industry website" will effectively fill this market gap, committed to become a leader in the Chinese industry with a certain international competitiveness and visibility of the brand, for customers in information, technical information, business, conferences and other aspects of providing professional services.

Kai Hang Zhuhai Network Construction think we focus on providing industry website construction, management, planning and other aspects of information, technical information exchange and business services, for domestic and foreign industry professionals related to the vast number of users with multi-level, specialized information processing and integration, so that users can quickly grasp the industry dynamics, insight into cutting-edge technology, Understand the latest project information and supply and demand equipment information.

From July 2009 until now, my company website has completed the site content planning and integration, and most of the construction site module implementation work. It can not be denied that the Zhuhai network construction Analysis: My company's website still has the following shortcomings:

1, site positioning is not accurate, logical structure is not clear. My company's website should be positioned as China's largest, most complete, the most complete function of the industry site, but the site structure is ambiguous logic; many content is eyebrows, a large number of content piled on the home page, want to complete the first page content, need to screen seven times, it is easy to cause users fatigue As a general industry users browse my company's website, it is difficult to get the information they want from the site, can not attract customers attention. Secondly, my company website content module is many, but each module content is not full, can not support the whole module.

2, the profit model is not clear. Is the company's profits dependent on advertising? membership fee? or to the member enterprises to build station fees? From the layout of the content of the site, do not see the company's profitability in the way of the trend, or, according to the current network content of the organization and service content, it is difficult to attract customers to spend on the site.

3, to provide customers with a deep level of content, value-added services less content. The site simply classifies industry information and business information and provides it to customers. There is no in-depth analysis of information and mining, for users to choose the value-added services less. Does not subdivide the customer, cannot satisfy the big enterprise customer higher level request.

To sum up, in order to improve the competitiveness of my site, Kai Hang Zhuhai Network Construction think our company should take the following measures:

1, clear site positioning, the content of the site to reorganize. Can use the way of the site cluster, my company's website is divided into China Road information station, China Road Business station, China Road Technology Station, China Road community, such as several sites. The corresponding site content will be reclassified into the corresponding site, the site between the top of the page to form a link between the whole. To meet the needs of customers.

2, improve the degree of specialization, to provide customers with high-level value-added services. Through our specialized personnel to the information collation and in-depth analysis, to the topic, commentator articles and other forms to provide customers (here needs the company's colleagues to brainstorm, common thinking, analysis of customer demand, in order to provide more and better value-added services).

3. Re-planning product line and profit way. In addition to the first to provide customers with industry information, technical information and transaction information and website construction services, with my company in the industry's influence gradually become larger, in the future we can also according to customer demand to launch market research, industry training, conferences and a series of products.

4, in the company's website has a certain influence, the company should pay attention to the international road construction industry, at least in the industry data acquisition and analysis to the international market, the site to create an export-oriented international web site for the domestic industry to provide a foreign exchange (most likely the only) window.

Since the site's basic content modules have been developed, and the site is only a revision of the content of the module classification, so the revision of the time and workload are not too big. The initial revision can be completed within 2 months.

In order to meet the market demand, the future of our company planning products and services are divided into two directions:

In portrait, we will provide our products to carry out in-depth analysis and excavation, and strive to provide customers with more value-added services with more value; In the landscape, we will be based on customer demand, united all enterprises and institutions can be combined to provide customers such as industry meetings, market research, job training, Talent Exchange and other rich and diverse products.

For our enterprises, in addition to providing customers with personalized, professional industry information and market information, professional, convenient online information and technical support is equally important. So we should establish a perfect customer service system, using telephone, e-mail, QQ, MSN and other ways to provide customers with 24-hour uninterrupted technical support.

We should mainly use direct sales and telemarketing combined marketing methods. This is mainly determined by the characteristics of the industry. Our competitors are through the industry directory, phone book, Internet, Trade Associations (association) membership list and other ways to obtain customer information, the above channels for our company is still valid.

Our target customers include:

Different types of enterprise users and individual users have different needs in terms of data acquisition and services required. Therefore, we need to design products and data push and so on more personalized, professional. and define a suitable price for each product. I believe that customers can accept the annual 1000~2000 membership fee, but it depends on what the customer can receive from us, which is limited by our information access and data processing capacity of two times.

A successful example is China chemical network, so far, China Chemical Network has nearly million enterprise members. And these members to join the condition is: 12,000 yuan net fee, and the annual membership fee of 6000 yuan.

Multi-level sales strategy:

Our sales steps are divided into three aspects, first, market penetration.

The second step is to pay attention to direct sales and telemarketing. Within the industry as well as the surrounding corporate customers is our site's main goal, direct sales and telemarketing is the best way to sell these enterprises.

Third, pay attention to the development of partnership, our company will and the industry's academic institutions, trade associations, media, training and conference institutions to carry out a wide range of cooperation. On the one hand, we can expand the popularity of the site itself, on the other hand, we can use the strength of partners to obtain some marginal income.

Kai Hang Zhuhai Network construction think my site is committed to become a leader in the Chinese industry with a certain international competitiveness and visibility of the brand. Therefore, the price of each service of the website and competitor compare should be in a middle level. Such pricing is based mainly on the nature of the industry, industry enterprises and the surrounding enterprises are some relatively large, relatively strong enterprises. They are not very sensitive about price, and the main condition of their consumption depends on what kind of service they can enjoy. Of course, in the enterprise construction station and server leasing, we can have a certain degree of flexibility in pricing.

When our website enters the market, how to promote our website is the most important in the prophase work. We should adopt various and multi-level marketing activities. To ensure that our site in the short term to obtain a certain degree of visibility. These measures mainly include:

Academic Seminars

L Web site access is low, user volume growth slow, can not achieve the ideal state!

I always lag behind competitors, but the specific reason is not clear!

L website platform itself planning, development, design, maintenance have not played a platform should play a marketing role!

L website operators can not make scientific and systematic judgment and analysis on the use of website platform and customer behavior.

L Network Company Internal management Confusion, the staff work situation has not reached the company's expected effect, the company's overall operating situation is not ideal!

L website Customer churn rate is high, sales are always on the go

The Internet competition is more intense than the traditional industry, a focus on an industry's Internet station want to survive and development, it must ensure its position in the first two in the field. To complete the positioning of the company as "China Road", the structure and staffing of the company (the entire team) should at least guarantee one of the following standards:

Marketing department is mainly responsible for marketing and external cooperation and other aspects of the work. At the same time collect customer feedback, coordination of content, technical departments to complete product improvement and product line planning. Initial staffing: 2 people.

Sales Department is responsible for the website products Direct sales and telemarketing work, the latter can be based on the actual situation of the company to carry out sales of other ways of sales work. Initial staffing: 3~5 people.

The Content Editorial department is responsible for the website content update, the material two times processing, the special writer liaison and so on work. Initial staffing: 7~15 people.

Technical Development Department is responsible for Web site technology implementation and maintenance work. Initial staffing: 4~6 person, the latter can be adjusted appropriately.

Customer Service Department, initial staffing: 2 people.

With the company's business strategy and business scope of the continuous changes, and then set up the Conference department, training Department.

The operating costs of the site can be divided into: hardware equipment, network environment, software development, maintenance costs and personnel wages, but also need company registration fees and office space and day-to-day office costs.

This section is omitted.

This article first: set sail Zhuhai Website Construction (http://www.7hkj.cn), reprint please specify.