Analysis of users ' needs in purchasing section of business-to-business Websites

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

Product Procurement Section Visitors are mainly buyers and suppliers, buyers and suppliers who are the crowd? The main visitors are: SME bosses, general manager, sales supervisor, marketing staff and sales behavior mainly in the company's behavior; Buyers are the main visitors: Small business owners, Large and medium-sized enterprises are responsible for procurement of procurement managers, procurement personnel, product production and technical personnel, technology managers; What do these people need? We are planning this column must be clear, we often say, the content of the decision form, demand to determine the market, understand the needs of visitors, to let us plan the right products, Otherwise too much effort is in vain. The so-called first to do the right thing, and then to do the right, in the planning of this principle has been the most fully reflected, because planning more is the decision-making level.

1, the buyer's demand

(1), when the enterprise in the original channel procurement inappropriate products, will think through the peer, network, etc. to find products, and the network is they think the most convenient and quick way, is the current first choice.

(2), when the enterprise feel that the current raw material costs are too high, also hope that through the network procurement of Low-cost products, sometimes purchasing will determine the competitiveness of a business and profits, especially for the white-hot industry is so, as many people want to shop in Alibaba, is to reduce costs, increase profits, Or you can sell more cheaply than your competitors, that's the point.

(3) When the purchaser is not aware of a product, want to produce this product of enterprise or product have more understanding, also will choose Network, because the network for them to understand the product provides the most time-saving, labor-saving way, of course, some people will choose to ask friends, or use this product person. A bit similar to the model of shopping guide platform, such as: to do electronic products and car shopping platform Pacific, IT168 and so on, do a good job, Pacific already listed. In the procurement of production enterprises, and the procurement of the most similar demand is the procurement of advanced equipment, many people want to understand the advanced equipment, and choose to learn from the Internet, compare, inquire these equipment enterprises.

(4) When the purchaser is using some necessary network services, for example: see industry dynamics, understand industry technology and marketing management knowledge, friends and other free services, see a product of advertising, or a business-to-business industry site just have this product procurement column, if he is interested in this product, will go to click to understand, At this time his demand is not particularly clear, but there is a demand, but not necessarily now on the procurement, but when he found that the product is just enough to solve his previous 第1-3个 needs, he will be through the network to purchase or inquire. This is precisely the marketing measures advocated in this research report, to do any one enterprise, to choose your customers a reasonable choice of reasons is the most critical.

(5), product production technician, Technical manager, production Director, etc. to do technology, in the production need to use a material or the original accessories, but also want to go to the network to purchase, sometimes there is a goal of clear demand, sometimes unintentional understanding. So some product buyers are technical or technical leaders, not the boss of the company and the specialized purchasing manager, regarding the technical personnel in the Business-to-business industry website Operation Initial Marketing function, I in "the Business-to-business industry portal site Planning actual combat Research Report" The eighth Chapter 9th section is very clear about the Community column planning based on question and answer mode.

(6), buyers in the preceding 1-3 reasons, will promote them through the network to understand, inquiry, online procurement, driven by these reasons, they hope that the business-to-business Web site for them to achieve these reasons for the procurement to provide sufficient convenience, And the planners and operators of business-to-business websites will have to meet their needs as the highest goal. For example, to meet them through traditional channels may not find some special products, they are required to purchase the product of the column enough, enough, easy to find, whether through navigation search, or keyword search, should be able to find the right products; They have many different kinds of manufacturers on the Web platform, not only good quality, but also low prices, to be able to provide them with the selection of products, comparative functions, so that they can be very good to find low prices of products; for some new products, such as high-tech production equipment, it is necessary to have a full range of product introduction, To meet the requirements that buyers want to know more about. Content for the king, in three of the requirements are reflected.

(7), due to the spread of network information, the content is rich, the liar nature also many, because the network present situation, the purchaser wants to see the purchase column is the product information true, the supplier trustworthiness degree is high, to some simple attestation needs to do, for instance business license, tax registration certificate, organization Code certificate, various enterprise's honor certificate and so on.

2, the supplier's demand

(1), many small and medium-sized Enterprises boss is that the traditional sales channels for them, the cost is too high, such as: all over the establishment of offices, door-to-door sales, and so on, so the use of the network this cheap way to as a traditional channel of an important supplement.

(2), many business owners do not want to spend money to promote, but want to use the free promotion way, this I think is the business-to-business industry website to face the most of the suppliers, the most common demand, a lot of business sales staff, sales assistants, company clerks, is specialized in looking for a variety of business-to-business websites to register for free, and then publish information, Hope that the free promotion, this demand we must meet, the need to increase the popularity of the site, enrich the content of the site in order to make more buyers choose you (but through the software issued by the ban).

(3), many large enterprises, traditional sales channels do a good job, for example, there are offices all over, there are many agents, distributors, sales model is also very mature, these suppliers, but the network as a number of sales channels, or to do brand promotion, so that more buyers know their products, in the " Business-to-business industry portal to promote actual combat cheats "in the Enterprise brand Promotion made a detailed interpretation."

(4), in view of the preceding 1-3 requirements, suppliers want a lot of network platform buyers, he released products can have more buyers to see, as well as more quality suppliers are often active on the platform; Suppliers also hope that the platform to register members, release product information is very convenient and quick, experience is good, the interface is beautiful, the procedure is stable; Suppliers also hope that through the Business-to-business platform more comprehensive, more full display of their own, such as an independent homepage, independent shops, to show the enterprise products, Enterprise introduction, product pictures, certificates, company dynamics, online consultation, contact details and other information, better through the network to show the company's strength.

(5), suppliers not only want to promote on the platform, online sales, but also want to directly see the buyer's information, or the current procurement of enterprises procurement details, so that suppliers can take the initiative to contact the buyer to obtain more buyers.

(6), business owners, the company's management, marketing and analysis staff hope that through this platform can learn more peer product information, analysis of competitors, so for some products, product prices, the future trend of the industry is also supplier concern.

Through my detailed demand analysis of buyers and suppliers, I believe that this column should be how to plan the page and function, how the layout has a certain understanding, because you need to understand all the needs, and then put the main requirements in the first screen, the secondary requirements in the second screen, or more below, As well as the need to bring more sales to the site in the front, you can. Specific design, development and other technical standards, in my "business-to-business Industry portal design and development of actual combat research report" will be explained in detail. The following part on the business-to-business procurement of the profit model, as a business-to-business industry portal, the profit model must be based on demand, will be part of the core of the demand through pay to provide, the basic demand for free, but also with the current network of many profit models similar.