From traffic management to service management: an Internet breakout war

The website as the media to operate, is the Internet in China to form a kind of inertia thinking, derived from this thinking of the business thinking is influence, enhance profitability by influence. So, two times marketing or three marketing theory by the media people's cliché also became the Internet operators Classic. Thus, from the media to the pursuit of the circulation of the Web site traffic management ideas to establish, it has made the development of Internet media in China these years.

Of course, the results of Internet media development is a bumper harvest, on the one hand, such as Sina, NetEase, Sohu, TOM, 21CN, Tencent, finance, search room, such as integrated or vertical portal, laid and formed the current Chinese Internet competition pattern and ecology, on the other hand through the network of cross-regional, interactive and anonymous, Instant, open and so on, in speech, from gossip and pornography, the public experience a little bit of pleasure in the democratic discourse.

After all, the harvest season always has the past time, once upon a time, the flow of the carnival became a webmaster and operators of the Magic Spell, and a few people alive most dead, this is becoming the domestic traffic to click on the basis of small and medium-sized website to face the brutal reality, the remaining few large sites for traffic launched the peak duel.

Sina relies on a huge "flow", and years of "first" portal brand management, in the network brand advertising market has always occupied an absolute advantage, according to its release of the second quarter of 2007 unaudited financial reports, 59.8 million of dollars in net revenue, advertising revenue reached 41.2 million U.S. dollars, accounting for the total revenue ratio of 69%. Far more than the same in the brand advertising market competition in Sohu, NetEase. But also can see Sina to the brand advertisement revenue formed a high proportion of dependence.

Tencent with a client software QQ training and cohesion of a new generation of netizens, it can be said that the 80 's people are basically QQ along with the growth. In the fire off UC, bubble, Yahoo and other instant messaging tools, and for MSN Offensive building a defensive wall, Tencent relies on a large user groups began to ask the West, from the portal to search, from casual games to E-commerce, PK Taobao, squeeze off the public, to challenge Baidu, the first three doors, can say, With a sufficient number of users, doing anything can create a scale effect. Although the individual's income is small, multiplied by the huge number of users multiplied by the frequency, the profit scale still has the full imagination space, if wants to look for the long tail theory classic case, Tencent undoubtedly number one to be selected. No exception is that Tencent is still a cohesive mass of popular and users of the way, to later do the door and pat, basically in the vast amount of money to burn with the opponent to fight traffic, spell users, and this routine has not seen any innovation shadow.

Alibaba's Taobao walk is also a way: free, gather popularity, grasp the flow, accumulate users, with this technique gradually squeezed off the ebay market, in fact, Taobao Day is not good, if weaning, can not support two months is difficult to say.

Even in the 2.0 era, video, blog and other tools of the application has not broken the flow of management, media management ideas, review the popular course of Youku, over a few Koo, Li Shanyou, Pang East and other big guy's thinking, or to Xingdong blog up to see, you know, Many of the bosses in this round are still playing around with the old rules.

And we look at online travel service business Ctrip, from the hotel to join, to customers to launch hotel reservations, ticket discount services, business ideas have been from the traditional Web site traffic management jumped out. The internet in its entire chain is more play "window" role, "offline service" has become its operating central nervous. Is this another form of Internet application that can be replicated? Of course, the cost of such duplication is often much greater than that required by the flow of operations. But abandon the flow of operating the keynote, breaking the Internet media management ideas, while operating costs will not increase, is not the way to operate it?

If we can learn from the traditional hotel tourism derived from the Internet application model, while the service of the traditional industry in the professional services to find some kind of fit, whether it could become a way to explore. This kind of professional service mainly refers to human resources, legal services, consulting, training, finance, intermediary, etc., in which the combination of human resources and the Internet is relatively successful, but also not out of the flow of the set, such as job, the Chinese elite, intellectual union, etc. still rely on the number of job seekers to get more recruitment ads, to achieve profitability, And another more accurate and professional "network headhunting" market is still depressed, or the targeted talent supplier and demand side precision docking, has not become a combination of human resources and the Internet after the bright spot.

and legal services, such as several major professional services, although sitting in billions of, tens of billions of basic market size, but in the integration with the Internet, but hobbled, even by the investment community to pay attention to the network training, distance education in the industry as a "hot purple" industry. In terms of legal services, the first few websites that relied on the profits of software and information services basically had the background of universities or a public institution, which gained unique knowledge and intellectual resources, and later, with the establishment of more law firms and the increase of the number of employees, Continuous investment into legal services and the integration of the Internet in this cross-field, for the reference of Third-party logistics and human resources outsourcing, and so on to create a new business model commissioned by lawyers, this business model to abandon the flow based advertising revenue, but based on the commission of each single case, of course, The legal portal's unique software and information service is still one of the sources of its cash flow.

There are also several notable examples in this regard, compared to the traditional legal portals such as the China Law Network, because at the operational level is too virtualized, leading to rely solely on the network of "lame" situation, this will not be detailed analysis, here, we first to have the background of Zhejiang private capital to seek the French as an example to analyze, The site, after introducing the industry's first integrated product of legal knowledge and consultation, "Finding a Way", at the same time, in June this year, the "lawyer commissioned" This is still a blue sea service, around a different from the health of employees, but specifically the enterprise body and the health of the "Enterprise health Management" concept, One end of the national integration in line with the unified standard of High-quality law firm, become a franchisee, for this group to provide free market research, customer demand analysis, service and brand promotion services, focus on the advantages of resources, integration of brand strength, focus on promotion, nurturing and mining customers, with the franchisee to share the case And the other end for many growth-oriented enterprises and individual customers, to help clients select legal service providers, and to track, coordinate and evaluate the service process and results, to ensure the quality and after-sale tracking of the service items reached through the French Open, to meet the legal service demand of Chinese enterprises in the growth and development, and to help Chinese enterprises to grow healthily.

In this business model operation, the search for the net itself is not involved in the operational aspects of the specific operations, this will be done with the selected law firm, and the company will be responsible for screening, referral, service tracking, monitoring, evaluation, etc. to ensure that the customer service process and the final effect meet customer requirements, such as litigation against a particular case. At the same time, according to the company's public data, as of August, joined the law firm has reached holding, only nearly 10 clients commissioned the appropriate law firms, involving economic disputes, civil litigation and other fields. And the whole company's operating focus is not on the Web site traffic management, but also mainly the construction of marketing network, legal service providers and the demand side of this service pattern of identity training.