Website operation: Website analysis and competitor analysis

Website Operators Kee often study some new industries and observe their websites. Cut into a new industry, how to analyze the competitor's website, learn from each other useful knowledge, build their own competitive strategy. How to excavate more useful knowledge from the view of the table, ignite the beacon that carries on the website operation for oneself, this is the question that Kee has been thinking.

Kee generally carry out the analysis of Web site operations, from the following aspects to carry out:

I. Market-related

1, the strategic intention of the website operation
There is a popular phrase in the market, "Go Your own way, and put others to death." For a strange market and unfamiliar products, pioneers to cultivate and create a market atmosphere is very difficult. And when the market size reached a certain degree, there will be competitors to enter the competition, competitors in the study of the forerunner of the process, the introduction of new concepts, to avoid the forerunners of the misunderstanding, it is easy to occupy the market. Just like Sina's blog and online video, it quickly gets a certain amount of weight in the market. Cut into a new industry, if the competitor's intentional or unintentional clamping, then the market operation is a problem. Just as many websites spend a lot of money trying to buy back a similar cn/.net domain name, a lot of it is the strategic level of reason.

Analyze business-to-business and Business-to-consumer websites, which have a lot of cases to learn from.

For example, analyze each other's branch points, business models, resources and advantages and so on.

Kee to do strategic analysis, is generally to take the porter of five forces model, strategic theory, value chain, diamond system and industrial cluster theory. Kee has always thought that Kee's best course in the university is Li Weining's "e-commerce competition strategy," a class that changed Kee's thinking, making it possible for Kee to quickly transform from a market-savvy person to a marketing point of view to run a Web site. Cost-leading strategy, differentiated strategy, single-minded strategy, blocking strategy, Fast forward strategy, is Kee often used to study the path of competitors.

Compared with the traditional industry operations, although the site operation has a lot of unique, but for the site, there is still a lot of reference. Kee do project planning, each link to think in detail, although there are many things without data, but also beyond the ability of Kee, but Kee will be from Google or Baidu inside looking for competitors strategic intent.

Plan out the results to be as simple as possible, but the question must be considered is not simple, the executor does not necessarily stand in the direction of the planners to think about the problem. Site positioning, Website Market segmentation, market capacity, is in full research on the basis of the market.

2, the Revenue model of the website
Much of the revenue from China's web sites is not revenue from the operation of the site, but offline or other sources of revenue. No matter what the pattern is, there are traces on the site that can be traced, the website's self-introduction, the website operation related news, the website advertisement place, the website topic and so on, then may launch those is the website main income source, the main income source key unit, the key unit why will network, provides what kind of supporting service, Non-focus units are for what reason, the ratio of the two, those data is collected back to fill the building atmosphere of the data, many can be through the competitor's website operation traces of the detailed analysis of the results.

3, the website sales mode and channel
According to the Web site revenue model and channel or direct sales model, you can calculate the sales needs of the personnel, master the sales model, the number of personnel, estimated revenue and sales skills.

4, the promotion model of the website
1), investigate the site event marketing model and event marketing for the industry to bring the role is positive or negative
2), investigate the advertising mode and intensity, effect. Generally in the initial stage, will choose a lot of delivery channels, when the launch of a certain period of time, will be eliminated some ineffective means of promotion. Learn from the lessons of others, this can reduce the cost of their promotion. This visit can be entrusted to a dedicated monitoring body for tracking and investigation.
3, the tracking of the auction, to study whether the other side has put Baidu and Google's bidding rankings. General this keyword can be from the website of the SEO research feedback back.
4), other promotional models of monitoring

Second, the site view aspects
1, the structure of the site and columns
Site structure and columns, is the best way to investigate the idea of a website operator. The most frequently updated place, of course, is the focus of the site's operations. The structure and framework of the website show the thinking and depth of the website operator.
2, the homepage design of the website
The homepage of the website is the link that the website spends most energy. In the site's home page arrangement and structure, is to carry out and the viewer to think about the position. The setting of competitors is reasonable, those are unreasonable, those who can move over. On the idea of home design, Kee will arrange Kee team in the site planning to write a from the perspective of customer psychology and culture to describe how the home page should be planned.
3, the implementation of the Web site technology
Web site to achieve the difficulty of how high, there is no alternative technology. Although a lot of people like to use PHP or JSP to complete the system, but Kee still like to use ASP+DIV+CSS+AJAX to achieve system functions have a lot of benefits, realize the cost is low, the demand for talent not too high. There is no such system best, only the most suitable system, choose what kind of system is to be based on their own actual situation to set, Fangweising behavior is not very suitable for kee.
4, the content of the website
Kee has always believed that the editorial idea is the most important to the website. No idea of the site, can be copied out easily. Ctrl-a,ctrl-v Ctrl-c's model who wouldn't do it. Kee on the Digga type of site has been negative attitude. Kee There is a metaphor, the network is a garbage heap, there are a lot of things can be recycled, some people go into the fierce scraping, and then collect a lot of back, not methodically heap into another garbage heap, and then tell others, you come up. The network can have no logic, but knowledge must be thoughtful, systematic and logical, there is such a thought of the site operators, is the most formidable competitor. I come from there, I want to go there, what I want to do, this is the idea of website operation.
5, the website background and website user experience (UE)
Know what users to do, how to guide users to stay in the site longer time, and then and let users find their own needs as soon as possible, how to guide users to buy their own products, is every site operators to consider things. There are so many theories about user experience that you can look at bad people's blogs.
6, the site's search engine performance
1), the inclusion of the situation and ranking situation
Often detailed analysis of the site's keywords, research competitors of the site included, send a letter to Baidu and Google, but also to analyze whether the other side of the search engine on the definition of cheating.
2), the site's SEO performance
7, the Alexa performance of the website
8, the security of the website
9, the website customer service

III. internal structure and management of the website
The organization structure of the website and the monitoring of input budget. Competitor's organization structure, can track each major recruiting website to carry on the thorough research. You can find a lot of competitors ' secrets from the recruitment information posted by the major recruiting websites. It depends on whether you have the mind and the insight.

On the web, you can find what you need and see if you have enough Reiki. I remember the last time the celery was so strange that others could know her so many secrets, in fact, simply using her own words fragments, you can spell out the complete image on the site. A search engine is a recycling tool for debris. Make good use of search engines, this era is the age of learning.

Kee that a lot of chaotic period of practice, in an orderly era is not applicable, it will be the industry jokes. For original articles, it is really recommended that the operators of the site to read the copyright law and the State for the news reprinted some details of the provisions.