Discussion on website operation (III.): Talking about the operation of the industry website

Website operation
Introduction : The previous discussion about the local portal site, some of the problems, the website Operation Discussion Club invited to search the material network CEO Liu Dengjin for us to talk about the operation of some of the actual operating problems of the industry website.

Since the site operation is a relatively new concept, in this has not been a clear concept, the author based on the experience of years of operation of the website, first of all to use a paragraph of the words to the web site operation next definition, in order to discuss the following.

To run a website, first of all, according to its own resources, funds (choose their familiar areas, or integrated areas, the scope of the funds can be affordable), accurate selection of appropriate areas to carry out the Internet business (that is, site positioning), according to the domain characteristics and Internet characteristics, select or innovate their own site profit model (is a member, is advertising , is the difference, or other), and then based on the profit model to determine the content of the site (content can be around the site is profitable, you can not be profitable, but can attract popular content), according to the content and publicity needs to develop the site's structure, choose the appropriate program language or Web style, According to the need for detailed functional planning and web design, and in accordance with the needs of users and the needs of the Web site profitability, and constantly adjust the content of the site, publicity and marketing strategies to meet the needs of users, and thereby maximize the benefits of the site process. Website operation is to constantly adjust and integrate the internal and external resources of the website to meet the needs of users, market strategy, profit requirements and development strategy of the continuous process.

The key point of the new website operation is positioning. As the saying goes, men afraid to enter the wrong line, women afraid to marry the wrong lang. Site to determine the first is the industry (here to discuss the industry site, the portal is another matter), select the industry, first of all to choose the industry ecological chain long, large-scale industry, so, on the one hand, through market segmentation, easy to find industry blank. On the other hand, easy to form a scale, even if the market share is not high enough to support themselves.
such as the Search Material Network (www.soci.com.cn), although the choice of building materials in the field, but also building materials, but, in such a market subdivision, are involved in civil construction, installation, decoration, garden four areas of 36 industries more than 200 fine classes, the annual output value of more than 650 billion, casually divided into a piece of billion. Second, you can choose the life commonly used, such as clothing, food, food, housing, travel, tourism, music, learning areas, because it is a necessary life activities, can bring lasting purchasing power to the site. For example, the tourism industry to live, the line to feed the Ctrip and e-Dragon two listed websites. Again is emerging industry, such as health, beauty, biology and other industries, emerging industry is the trend of future development, the first entry is the strategic card, may not be able to achieve short-term profits, but, when the industry has grown, you are certainly the industry leader.
Site accurate positioning relationship site life and death, but, accurate positioning, how effectively to their own resources into the site of real profits, this is the core of the site-profit model.
The site's profitability is based on content, to users to pay for your service, your service must have a place worthy of the user's money. The user pays for your service has two kinds, one is, your service is the user must, to give people hunger must eat the same, essential, then, users will certainly pay for your services, if your current service has not reached the level of users must, then, you must create a culture or trend, so that your service must be, Tencent's QQ is a good example. Another, your service is not the user must, is the user can choose, such as after the fruit, is dispensable, then, you have to do is, to find ways to increase the number of users, reduce fees threshold, so as to alpine vegetable per. If the quantity is big, although each income is small, the profit is also considerable, China's first generation website, is by the text message every penny income out of the winter.
Make the profit model of the website, should follow: 1 try to promote own service to the user's must level. 2 to reduce the threshold of entry, taking into account the VIP approach is, service grades. 3 Establish as many pay channels as possible (bank, SMS, voice, punch card, etc.). 4 Provide free trial channels, and even users can through the site value-added efforts to free use of the site's full range of services possible. For the 4th point, you may still have a little doubt, will be in the following website content construction inside to complement.
Website content is the foundation of the website profit. Website content construction should pay attention to is: 1 website content originality. 2 The authority of the website content. 3 The cost of website content construction. 4 The interactive nature of the website content.
If you want to reduce the cost of site content construction, the best way is to allow users to participate in the construction of content, Web2.0 's web site is doing a good job in this piece, but it also reduces the content of the site's authoritarian. And the industry site, the usual Alibaba model, mostly business use, through strict access audit, relatively, can reduce the side effects of this aspect.
Through to the member's content construction reward, especially to the member release user special need (after all, is now the buyer's market, usually the industry website's purchase information, all belong to this scope) real content (note, is the real content, the content is true, Site can be based on the characteristics of their own industry to set up a different audit mechanism to reward, can improve the user content construction enthusiasm, at the same time, if the release of the user needs more information, this to pull other users to join the membership is very good, you can be a member of the user fee remission, and even rewards. To develop their own more information sources and broaden their content-building channels, reduce the cost of content construction, increase user participation and enhance the interactivity of the site.
All the content, presented in front of the user, are the Web page, and for the design of the Web page, especially the homepage, should follow: 1 to meet market demand, the site's most important and user-focused content in front of the highest, but also fully consider the advertising position. 2) illustrated. The picture and the text are inserted between each other, echoing each other. 3) Weight balance. Text weight, picture light, tonal cold tonal its heavy, warm tonal light, website page overall maintains balance. 4) Moving and fitting. Flash,javascript special effects are moving, other content for static content, Sanya, dynamic and appropriate. 5) rich in change. The Web page to the article, like to see the mountains do not like Ping, the Web page is not suitable for a framework throughout the page, to be rich in change, the Web site framework from "three points" to the "right" structure, but also into the "left" structure, and then into the "left-hand" structure, the middle of advertising between the insertion, the structure of the Web page is not abrupt, of course, Cannot change for the sake of change. 6) in line with the rules of web design. Easy Web Design forms, so that in the case of slow speed, download a table to display a table, people feel that the site open fast. 7 to facilitate content expansion. Web design, in addition to paragraph and paragraph can be inserted between other segments, in the content also dealt with a number of flexible locations, can be added to the site after the content of the expansion of the preparation, without affecting the original structure or make very small changes can adapt to the needs of the new content. 8) in line with user habits and psychology. Psychological research shows: Users enter a Web page accustomed to look to the left, and the right thing is easy to remember, so, on the content of the page, left are put some less important content or simply advertising, at the same time, users only see their own content, will be more in-depth into the level two page, so, in the design, Channel content on the home page are reflected. 9 convenient for users to visit. The important content in the more important, more eye-catching position, or reflect a larger area, user-friendly, but also user-friendly access, do not think that all users have our own so familiar with the site. 10 to facilitate search engine query. The two-level column on the home page, easy to search engines to retrieve the site, at the same time, because the PR value of the search engine is based on the number of pages to measure the importance of the page, many links to improve the site's PR value, improve the site's search engine ranking, at the same time,