Classified information portal site weakness and fragmentation

Regional portals generally exist in the form of community, such as the West Shrine, the 19 floor, the Hefei forum, the Xiamen Small Fish Forum, the Dragon Lane and so on. All along, weak profitability is a common problem of this kind of website. This problem is caused mainly by the following 2 reasons:

The nature of BBS: broadcasting is strong but the precision is weak. BBS suitable for broadcast, interactive, but BBS information is difficult to accurate, community audience demand, the theme of the same fragmentation trend, to do strong a category of the plate is not easy.

Business model Design deviation. The number of E-commerce transactions in BBS is difficult to quantify accurately, the effect of Community marketing is often calculated through the activity of online activities. We know that the greatest value of community marketing lies in http://www.aliyun.com/zixun/aggregation/9215.html "> Word-of-mouth communication and brand-building, excessive pursuit of activity is absolutely trifles things."

In this context, the industry has a variety of solutions:

The fence has adopted a solution to the transformation of pure electronic commerce, attempting to stifle the initiative's community marketing power in the community through E-commerce control channels.

Hefei Forum adopted the "Community Marketing + e-commerce" model. Hefei Forum recently launched a "wedding Treasure" E-commerce platform in the community to promote buyers, sellers interactive community marketing, "wedding treasure" platform to achieve interactive e-commerce transactions.

The Small Fish Forum model is the community binding "off the net" area of life classification information.

The regional classification of living information patterns has been very popular in recent times, although the industry has been questioning the voice very strongly. This article is also the voice of doubt:

1, classified information model in solving the community's inaccurate characteristics, ignoring the "industry is not accurate" the root cause. In the use of functional design to solve the information is not accurate at the same time, still can not solve in the precise vertical field is not strong enough defects. At present the main profit way of Internet is still advertisement, advertisement puts emphasis on "accurate". In front of the vertical portal competition, the regional integrated portal which adopts classified information mode has been defeated.

2, classified information mode in the information professional degree is difficult to improve. We know, not the same industry information, the way of presentation must be different. The car industry, for example, has a different way of showing it than consumer goods. On this issue, the advantages of E-commerce platform is very prominent, such as Taobao on the use of different categories of different solutions. On this issue, I can't help wondering: Do customers need classified information? If you have an e-commerce platform, do you need to classify information?

3. The profit model of classified information is difficult to design. The operator of the regional portal community has long been stranded in a profitable way, and after using a classified information solution, it may be found that things are getting worse. The bigger advertisement still cannot take off the inaccurate label, the map search, the keyword advertisement, the label advertisement can collect the single sum expense to be pitiful. In the face of the long tail distribution of countless small advertising sales, the director of sales must sigh: not enough hands!

After questioning, what should we do with the classified information? My conclusion is not as free as the public good.

In fact, a profitable, regional category has been or is being divided into vertical portals, regional portals can find such a gap or join the competition. In these areas, the appropriate way is necessarily e-commerce platform.

The public needs the station, the ticket office, the wharf, the hospital and so on information service, needs the map search. In the low-end of the customer has not been accustomed to surfing the Internet, the current solution is not to make money but free, Internet publicity is still a long way to go. Free will burn money, but will create opportunities. When the number of large, service types in the long tail distribution of low-end small customers will be online, the new electronic advertising solutions will appear.

Reprint Please specify: Dream Qinhuai (http://blog.sina.com.cn/mlqh365)