Website column planning and Market analysis

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

Chapter One: Overview of highway network

I. Development space: The traffic engineering industry has trillions of annual procurement and construction scale, and at any time China's economic development, with the support of the national macro-policy, as well as the continued investment in social capital growth, traffic engineering industry is to maintain a higher momentum of increase, and in the fierce market competition, Information Service will be the industry competition an important code, as a professional traffic engineering industry services to provide industry information services Network is undoubtedly a gold mine on the Internet.

Second, the road network concept:

The service idea-------"The traffic extends the good life, the road network serves the harmonious society". Tree Service consciousness, do harmonious company.

Development concept-------"road network, through the world."

That is, the full opening of the idea of building a full range of open large industry authoritative comprehensive web site. Based on a solid and profound professional and technical knowledge and full and familiar industry situation, through in-depth and detailed investigation and analysis of the market, closely follow the social trend of the development of information technology E-commerce, integrate social and corporate resources, improve the exchange rate of industry information, expand the scope of trade exchanges, improve the efficiency of business operations, Construction and integration into the industry supply chain, thereby enhancing the efficiency, effectiveness and effectiveness of the industry development.

Third, the road network positioning: "Road network" site itself is the industry-oriented E-commerce site, mainly for highways, bridges and related traffic construction industry to provide industry information release, industry technology information Browsing downloads, industry supply and demand information release, industry technical exchange and other business services.

Four, the road network development Goal: "1358" plan: 1 years construction platform, 3 years strong, 5 years big, 8 year listing.

V. The current situation of highway network: The highway network is in the website construction, the column consummation, the content surfer, the market prepares the stage.

Six, set sail Zhuhai website Construction Analysis Highway Network present problem:

1, the website platform is not formed, the columns and related functions are not perfect.

2, the website content does not meet the website official operation request.

3, the market promotion work is not sufficient preparation, did not carry on the analysis which the customer needs.

4, the website product does not carry on the plan, the company main product and other product does not have the clear planning arrangement.

5, the Operation team members have not completed, there is no marketing team and editorial team, the staff work is more decentralized, did not form a strong team.

Chapter Two: The Perfection of website column and website content

First, the current column problems:

1, the content is disorderly, the distribution is unreasonable, the focal point does not have the level, cannot let the customer quickly find needs the column or cannot let the new website customer be able to immediately find needs.

2, part of the column classification is too large, more cumbersome classification, access to the column page still cannot quickly find the required content. And some columns relative content is weak, may cause the content cannot support a channel question.

Second, column planning and basis

1, Column classification: column divided into six categories, the original industry database is divided into industry information, industry information, industry, the three categories of yellow Pages, supply and demand platform and blog forum unchanged, the original service center renamed Information Services, because the classification of service centers and customer service confusion, and the original site Daquan no longer as columns, At the same time renamed as the industry Web site to reflect more professional and targeted, because we provide the industry Web site rather than comprehensive web site encyclopedia. Website construction is not placed in the supply and demand platform inside, also not as column classification because the website construction is the company to customer's one service rather than provides the service information. Supply and demand platform category of talent recruitment into the information services category inside, and test training to echo each other, the supplier renamed as the Enterprise directory, because the enterprise is not just a supplier or product demand business.

2, column navigation: Home column navigation can be divided into two pieces, the first block is a large column navigation is also level two page navigation. Industry information, industry information, industry yellow Pages, supply and demand platform, information Service, blog forum, and other six categories as the main navigation; the second is classified column navigation is also three level page navigation, respectively, for the homepage, industry news, exhibition information, design drawings, technical information, expert celebrities, Unit directory, directory, talent recruitment, Materials supply and demand, machinery supply and demand, mechanical and electrical supply and demand, technical services, online bookstore, engineering cooperation, bidding information, cost information, traffic tourism, examination training, transportation services, 20 columns. At present, the overall page of the site is long and narrow, customer browsing is not smooth, the second is because some of the column customer groups less, or customers more purposeful search, so do not need to squeeze on the home page so many content, important is to strengthen navigation and search. such as technical data columns, customers are looking for content, and the contents of thousands of content, on the home page recommended that the content will not meet customers, as well as customers directly search or enter the column to find. So in the home page obvious places to provide several columns of search, such as supply and demand platform, technical information, design drawings, industry yellow pages. The column navigation divides into two pieces, considers the column to be many, but the partial child column is not the customer need, all concentrates together instead affects the browsing. So provide two column navigation, customers can go to level two page browsing can also have the purpose to directly into the need to browse the Sub column.

3, the website frame: the website divides into the homepage, two level page, three level page and four level page altogether four class page. The overall page of the homepage is divided into about two blocks, the left is the core content of the main body, the right can be used as expert celebrity library, business directory and Unit directory scrolling display area, as well as the selected content includes the recommendation of industry special reports, expert opinion, blog selection and so on and advertising. The first page is divided into about two blocks, one is to save the home page space, but to improve the Web site readability and reading efficiency. About two pieces of content based on the layout of the content of the arrangement will not allow customers to create a sense of vertigo will allow customers to quickly find the required content. Business directory in the Yellow pages, experts, celebrities, business directory on the right hand to carry out the rolling display, mainly consider such as placed in the middle of the home page is occupied by the precious space, the second is due to the limitations of space and can not show more of the effect of the directory is not obvious, such as the rolling display, so as to save the middle of the Also enhances the enterprise on the page display time. It is the effect of expert celebrities that puts expert celebrities in a more conspicuous place, and the potential for a large customer base behind expert celebrities, and the promotion of the company's brand value by placing expert celebrities in conspicuous places. Pre-site operations to consider the ad input may be relatively not a lot of reserved advertising should not stay too much, otherwise it will result in more site space, so the early five-eight ads for the ideal, later on according to the development of the site to make adjustments.

4, the home page content distribution: The core content of the homepage is divided into 3 sections. Each plate is separated by a banner ad. According to the characteristics of the site, the first plate should be demand information; the second plate is Service center and industry information. Finally, in the industry profile, choose Highway planning, industry management, laws and regulations, road common sense and blog Forum of the road see uneven, expert blog, site culture, road photography and other sub columns as the third plate content.

5, the content of the organization: any one column, any one site, are relying on the formation of cultural atmosphere, the formation of the site brand to retain users. According to this browsing habits, the content of the organization is mainly around three parts:

A, seize the user

First of all, users to visit the first glance to seize the user, the user to stay. This is the time when we need something very attractive and the user will stay. So the demand information is put in the front and still keep the way to display all sorts of requirements, to show that the website is rich in professional and demand, while level two page is to provide search mainly, and show the quantity of supply and demand of each category.

B. Focus on

Then provide users with more important content, and the theme of this page most relevant, most important, the most vivid content. Information services immediately followed the supply and demand Platform column, more able to address the needs of customers, to provide business needs. The Information Service section is divided into six categories, namely, tender information, cost information, travel information, civil Engineering, examination training, and personnel recruitment. Industry information is divided into four categories, respectively, is the industry Focus, exhibition Expo, Project Dynamics, science and technology trends. To provide customers with industry information also with the last column information services complement each other.

C. Classification and replenishment

The second is complementary content, comprehensive content. Display the structure of the entire website, convenient to guide users to access all the content of the site, to supplement the front page content deficiencies. The final selection of highway planning, industry management, laws and regulations, road common sense, road see uneven, expert blog, site culture, road photography and other sub columns in the final is to supplement the front page of the contents of the deficiencies, and part of the column also increased the interaction of the site members.

6, two-level page is divided into about two pieces, of which the contents of the left for the main column, the right content according to the situation of different columns, such as the Industry information column to the right to put the content is featured special reports, and such as supply and demand and industry yellow can be popular click ranking.

7, 三、四级 page reference level two page setup.

Third, the "Highway Network" website column content construction requirements and basis

1, the Chinese Industry web site development model and the main content of information services: At present, China's industry stations in the profit model is the membership fees and advertising, as well as offline transactions. Industry websites attract members or businesses, most to play a professional market for the store, the introduction of these services, not only to enable businesses to step into the independent participation in E-commerce in the fast lane, but also fully enjoy the network platform of the vast amount of information and business opportunities, and completely solve the problem of the information island troubled enterprises, and enable enterprises to avoid falling into Able to effectively bring customers and orders, so that enterprises and businesses can do business. At the same time, the industry site to the professional field of information and databases to provide services, greatly facilitate members to access information and find information.

2, the Road Industry web site Development Analysis: By the China Highway Association launched the "China Road Industry Web site Alliance" set up a General Assembly will be held on September 22, 2007, in accordance with the purpose of the General Assembly and the alliance's work objectives "for the road Industry website Construction and development of an interactive platform to promote road industry website information Improve the level of highway construction Management Informatization ", you can see the road industry website Development to today, in the fierce market competition environment and the development of the Internet, a huge amount of information resources, the site only by demand information has been far from meeting the needs of customers, in the maintenance of demand information rich for customer benefits, But also to avoid customers into the ocean of information, at the same time to provide customers with resources, technology sharing to make the site in a competitive position.

3, about the highway Industry website column Concern survey:

Besides the demand information of highway industry is paid more attention, other columns are relatively average, and it is worth noting that the latest dynamic, examination training and learning exchange share more than 10%. It can be seen that these three columns are more concerned about the higher level.

4, on whether the road staff to participate in the examination of the engineer qualification and whether to participate in Network training course Survey:

Road industry practitioners pay more attention to the participation qualification examination, while nearly half of the people are willing to participate in qualification training.

5, on the road industry Web site technology articles, resource downloads, blog forum Three columns of concern survey:

Set Sail Zhuhai Website Construction Survey can be seen in the road industry practitioners to the industry site is mainly to download resources and find technical articles mainly.

6, "Highway Network" website column content requirements: Because of the industry site model and the company's industry web site development, and because the road network is a new established website, in the face of competition in the industry, Highway Network column content in the site for customer service occupy a very important position, and the site content of the original and exclusive and rich degree is the site in the competition, win customers trust and expand visibility to win the magic weapon.

8, "Highway Network" site column content construction direction of the proposal and basis:

A: The use of geographical advantages in the supply and demand platform and tender information, cost information these columns to achieve the Guangdong region for other sites have the advantage of information resources, at the same time through the column content sequence arrangement that will appear in the home page of the demand content concentrated in the Guangdong region, leading customers to produce the demand of Guangdong area "road network" Network is the most comprehensive and rich.

B: To strengthen the uniqueness of technical data content and exclusive, especially in the design of drawings library columns, the current other sites in the design picture library is relatively weak or not, this is the "road network" network services above an advantage.

C: Focus on rich information Services column of traffic tourism information, examination training of these two columns, especially the examination training column is the need to give full play to the advantages of the Guangdong region, firmly grasp the Guangdong region need to research, evaluation title and need to carry out training practitioners.

D: Strengthen the construction of the blog forum, especially the road see uneven, expert blog, site culture three can be controlled by the website editor of the column.

F: Use important news events to improve the readability of the website industry information.

Chapter III Functional requirements of the website

Because the website function is still being perfected, it cannot be analyzed before it is put into operation.

First, the website important function demand:

1. E-mail system: As a business website providing industry information service, the email system is very important to the service of the website. The function of e-mail system: According to customer needs different customer classification, daily time for customers to send mail to provide the latest information services.

2, the member pays the integral system: because the road net customer is not only the enterprise customer also has the individual user, therefore the member consumption mainly takes the integral consumption as the main, through buys the integral to consume.

3, Member Recharge system: Member recharge system is divided into online recharge and SMS recharge and bank transfer recharge three ways. One of the online recharge and SMS requirements need to be with such as fast money and mobile operators to cooperate.

4, may consider the construction individual user uploads the technical material to provide the download to earn the integral function, thus increased the website technical material rich degree, simultaneously also lets the profession participate in.

5, can add "business im" and other tools to provide customers online business.

6, online Customer System: Online Customer system is to improve customer satisfaction and improve the conversion rate of the site a strong guarantee.

Fourth Chapter website Market Analysis

I. Market ANALYSIS:

(i) Market opportunities:

1, the industry development space is huge: the traffic engineering industry has trillions of of the procurement and construction scale every year, and at any time China's economic development, with the support of the national macro-policy, as well as the continued investment in social capital growth, traffic engineering industry is to maintain a higher momentum of increase, As a professional for the traffic engineering industry services to provide industry information of the road network no doubt this is a gold mine on the Internet.

2, the diversification of market demand for the development of road network provides the optional: as the traffic engineering industry involves a wide range of demand is diversified, it involves the nursery stock industry, machinery industry, transport industry, electrical and mechanical industries, as well as the asphalt industry and many other industries, so as to the development of road network provides a number of alternative roads.

3, the traffic engineering industry's geographical impact is the road network development opportunity: Due to the vast territory of China, the traffic engineering industry is very affected by the region, and the Internet Information services to develop the road network, not only not affected by the region, but the use of this opportunity to be affected by the geographical impact of the traffic engineering industry customers to provide services.

4, road network is the new trend of Internet development: for the industry to provide customers with professional information Services business website is the development of the Internet new trends.

5, the industry's huge employees for the road network to bring business opportunities: As the focus of China's economic construction traffic engineering industry has a huge staff, and this huge staff of their own needs for the road network brings huge business opportunities.

(b) Market risk:

1, the industry E-commerce site is currently facing the dilemma: according to the "China Industry E-commerce web site Survey Report" shows that from 2002 to 2006, China's industry e-commerce sites continued to grow at a high rate, the average annual growth of more than 15%, of which 2003-year growth of 65.17%, 2005 to 52 %。 Of the more than 2000 industries and integrated business-to-business sites in China, 90% are at a loss, according to the survey data show that most of the current business-to-business Web site revenue model is still based on membership fees and advertising fees.

1 advertising revenue is small but it accounts for a considerable proportion of the income of the site

According to the Zhuhai Network Construction survey revealed that the current Chinese industry e-commerce sites, some excellent professional business-to-business website best when the daily browsing volume is only 300,000 people, such a click rate can be imagined how many advertising fees. But according to the Chinese Industry E-commerce website Survey Report, 50% of the electronic industry E-commerce sites, 46% of the hardware industry E-commerce site, 45% of the textile industry E-commerce site, 40% of the medical and health industry E-commerce site, 37% Machinery Industry e-commerce site, 34% food industry e-commerce site , 33% of the building materials industry E-commerce site, 32% of the agricultural industry E-commerce site, 30% of the chemical industry E-commerce site, 15% of the integrated industry E-commerce site main revenue from advertising fees. The report researchers believe that the degree of reliance on advertising revenue and the degree of innovation in the site is inversely proportional to the current E-commerce site innovation is the most active areas.

2 Fee membership instability becomes the biggest problem of business-to-business website:

According to statistics, even some large integrated business-to-business business sites, registered members are not more than 100,000. Even 26.45% of the Web site registered less than 1000 people. And that's how little the amount of registration, the non-paying members accounted for 93%, and the fee membership is only 7%. At present, most of the services of business-to-business Web sites still remain in the information publishing platform, can complete the ideal "three streams" (information flow, capital flow, logistics) of the very few. and paid members can enjoy the business services are also very limited, non-paid members can also freely release the message, although the industry site most of the members provided a platform for exchange, members can through the "negotiation room", "Business im" and other tools to arrange business, which does provide a lot of business convenience, At the same time, it also helps to solve the long-standing problem of restricting the integrity of electronic commerce, however, the charges for these services are disputed. Not every talk will be successful, if each official talk about the charge, then this cost customers are not up to. Customers might as well send a contact on the Internet, the interested people to call them cost-effective.

2, road Industry Web site changes: The Chinese Highway Association launched by the "China Road Industry Web site Alliance" set up a General Assembly will be held on September 22, 2007, in accordance with the purpose of the General Assembly and the alliance's work objectives "for the road Industry website construction and development to build an interactive platform to promote road industry website information, , improve the highway construction management informatization level ", can see the road industry website Development to today, under the intense competition environment of the market as well as the Internet development, the massive information resources, the website depends on the demand information already far cannot satisfy the customer the need.

3, industry competitors to the road network pressure:

1 currently in the same industry competitors have been successfully operating, has a certain operating experience, at the same time has a relatively stable customer and has a stable click-through. Road network to catch up with competitors need to be unique in the operation.

2 If there is a price war, the road network can not compete with the competitiveness of competitors, while the price war brought about by the increase in the cost of income reduction, the just start of the road network has a huge impact.

3 traffic engineering should involve a wide range of supply and demand, including seedlings, building materials, machinery, transportation and other industries supply and demand, and the corresponding industries have been successful operation of the relevant industry sites, relative to the road network for these sites because of a strong focus on the content of a single and professional, will create a diversion of

Second, the road network market positioning

(a), the road network market development is: road network market development should be based on the diversification of demand, give full play to the advantages of the Internet, not limited to a certain direction of gain and loss, you can choose a direction as the goal of the road network in the early stage based on the market, various development.

(b), road network positioning: To provide services for enterprise customers as a market base, while seizing the huge industry practitioners of this market, to provide information downloads, examination training services. In general, the road network in the maintenance of quality services under the premise of the marketing team as the main force to develop large customers, to the content of the industry to help improve the browsing rate, while part-time staff to gradually develop small and medium-sized customers.

(iii), based on market information services, strengthen the integration of content, transform geographical advantages for the content of the advantages of the development of Guangdong region and surrounding areas of information and information, and strive to achieve the exclusive resources.

(iv), operating early charges: The site began operation, in addition to individual and the site has good relations of cooperation or the site has strategic significance of the company can enjoy free web site paid services, while other members in the enjoyment of the site paid services need to be charged. Consider in the early days of the website operation can be information is not very rich, can use half to buy half send the way to develop customers, but not free, if the beginning of free, and other sites to develop a certain level of fees and charges will result in late site charges will be a great resistance to some of the customer loss Member registration to send points, according to the points of consumption, advance promotion period recharge, recharge how much to send.

Fifth chapter website Operation preparation work

On the construction of Zhuhai website

First, the customer supply and demand analysis: the customer situation analysis, the customer's supply and demand classification, in order to provide accurate information to customers, to avoid customers into the information ocean.

Second, the website evaluation: first of all, the basic ability of the site testing, to achieve the operability of each function is superior to or at least not weak similar competitors, of which supply and demand release, data search and download, membership fees and other functions are particularly important, these functions are our customers to provide quality performance services. Second, the safety of the site testing, including stress testing, server security testing, Web site program security testing to ensure that the normal operation of the site to avoid unnecessary downtime shutdown events.

Third, the marketing team construction and training: the formation of marketing team at the same time the industry professional knowledge training, improve marketing team market broaden ability.

Content Update: The formation of content editing team, speed up the existing data entry, while strengthening the content of the planning, improve the Web site's readability. At the same time to strengthen the original, the author signed the road network, so as to be reproduced through other sites to improve the visibility of the site.

The construction of expert team and the service to the expert team: there is a huge customer base hidden behind the industry experts, the construction of the expert team and the service for the expert team can better and quicker excavate the customer base behind the experts.

Six, the introduction of unique content resources: to negotiate and introduce unique content resources such as technical information, road drawings and so on, to achieve the exclusive resources, increase income-generating content.

Seven, do a good job SEO keywords: (1) survey the user's search habits (2) to list the intended keywords and a large number of extended keywords (3) Analysis of Keywords competition (4) Select keywords.

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