Personal webmaster Outlet: personal website may consider to capture the subdivision industry

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The development of the Internet is inseparable from personal websites, the development of the Internet has no capacity for personal sites, a few years ago, the domestic Internet personal sites accounted for the vast majority of personal webmaster to the development of the domestic Internet to play a very big contribution, but now with the rapid development of the Internet, content and the quality of the site to start slowly discard personal sites. And now, the personal website whether there is a way out!

With the popularity and heat of the internet in China in recent years, a large number of funds and talent influx, as well as some of the concept of speculation, personal webmaster began to lose competitiveness, the general industry and projects are the company to operate the team, and have a large number of funds as the backing, then continue to adhere to the personal webmaster how to do?

Personally think: personal website can consider to capture the subdivision industry, then, what should we consider?

I. Industry positioning

Now the hot industry is usually very competitive, large companies through a large number of financing and competition, and the bubble too much, no certain strength of the webmaster should be cautious involved, then we can approach to those relatively small competition but there is a certain development space of the subdivision of the industry or new industries, For small groups to provide content and network information services.

Second, the professional content

Niche industry, for small users to provide information services, then do not need to be like large industry sites to provide a large number of comprehensive content, but only to find the prospective user needs, provide relatively professional and high-quality content and information to attract users, enhance the cohesion of the site.

Third, to achieve the industry first

Since the positioning of the niche market, then our first goal is to completely capture this segment of the industry, to achieve this segment of the industry's first, in-depth mining industry market and user value, so as to remain invincible.

The domestic internet is a big cake, any subdivision of the industry still has a certain audience users, as long as the content to do fine, and the user has a relatively good interaction, long-term adherence, will be able to make a contribution in this small market, which is also a personal webmaster can survive on the Internet.

Then, since the subdivision industry is one of the personal webmaster, to do the industry first, we will be necessary to analyze the industry, then how should we analyze the Internet industry?

In fact, whether you want to build a new website but want to know how the industry is making money, or you in the customer's website to do optimization and want to understand the industry, it is necessary to analyze the industry, which will help you identify their strengths and weaknesses and understand the specific situation of the industry. The more we know about the industry, the more likely we are to seize the opportunities that others have missed.

If a website is currently in competition in the weak, then he can have long hit the enemy short, by optimizing a number of differentiated keyword search results and the introduction of differentiated products.

It is necessary to conduct a detailed industry analysis before a project is online. Because I often find that many of my thoughts of excitement and excitement tend to see only a small part of the industry that breaks down. And where is the profit of the industry? is the industry growing fast? If so how to quickly get new users? If the industry is stagnant. So what should be paid attention to is how to win the market share from the competitor? And where are the competing interests and what are their strengths and what are their weaknesses?

At present, there are a variety of industry-specific framework for analysis, you may have heard of SWOT analysis, but today we look at Porter's five kinds of power analysis.

Why is the Internet industry analysis useful?

For example, in the web design industry, because of the uneven access to information, customers usually look for a nearby designer to complete the business, many may think it depends on the designer's advertising marketing costs, but in fact the web design industry is mainly affected by two forces, namely: the buyer's Choice and low threshold (new competition )。 Any web designer can conduct web design business. Also because suppliers are rich, buyers can easily find designers and exacerbate competition among suppliers.

When we understand these forces that affect the industry, we can change the way we operate. For example, we are a website design company, a more likely direction is to play a geographical advantage. For example, your company in Guangzhou, then you get Guangzhou business than a company in Wuhan easier. For geographical location to emphasize their unique selling points and advantages, business scope for the local so your competition will be mainly local web design companies, rather than from all over the country competition. So if you have a big client, you can have him face-to-face with you, or go to their company, or let them visit your company, and in the local, you may already have quite a lot of contacts.

After we understand the power of the role in the industry, this unique selling point will determine whether we can make a difference, and then we will learn more about the impact of the industry's five kinds of power:

Five kinds of forces that affect the industry:

1, Supplier strength

2, the power of the buyer

3, industry barriers

4, new competition threat

5, the threat of alternative products or services

If a piece of power is unbalanced, then the profitability of the entire industry may also be problematic, and then we need to improve and adjust the strategy, and then we will further analyze the five kinds of influence forces.

First, we look back at the web design industry mentioned above to analyze the impact of these five forces on the industry:

1, supplier strength. At present, web designers need to use the software is mainly PS, at present, the software cost is very low, PS in the country can be said to be free, another web designer needs computers, office space, etc. are fixed items, for a web designer can make money, these suppliers risk can be almost ignored.

2, buyer power. So what is the impact on the web designer industry buyers? Because the current industry is in a more saturated state, buyers have a lot of different choices.

3, the industry threshold. Very low industry threshold, as long as you have a computer, understand web design technology, you can provide services on the Internet.

4, industry competition degree. In recent years with the popularization of network technology and development, the web design industry has become increasingly competitive, many companies start by creating Word-of-mouth or brand building and commitment to the customer risk compensation for marketing. Remember before the power of the company has spent money in the CCTV advertising.

5, can replace the product. Building a website is one of the company's marketing channels, not all, and the company may be ready to spend it in other channels.

Of course, with the development of the network, many traditional enterprises or companies are beginning to realize the importance of building a website, so the industry is obviously profitable, but also face challenges. By emphasizing regional, and higher-quality, depth of engagement and services, companies can enhance their competitiveness by limiting the impact of buyers by providing services valued by buyers. Of course this is just an idea for example, you can think of more good marketing methods by understanding these influence forces.

So how do you do five-force analysis?

Positioning industry

1, is there any geographical boundary in this industry?

2, what kind of products or services does this industry provide?

Second, locate the user

1, who is the buyer?

2, who is the supplier?

3, who is the competitor?

4, is there an alternative product?

5, are there potential entrants?

And find the best companies in each category, understand their strengths and weaknesses, and figure out why they are the result.

III. Determine industry structure

1, is the industry profitable?

2, what is the power to make it profitable?

3, does the competitor have a better position?

4, is there any significant factor beyond the five forces?

Analyze changes

Change may be happening, or it will happen in the future, can these changes bring you any business? Is it beneficial and will it have an impact on competitors?

Deeper analysis

There has been a lot of wrong analysis before, mainly the definition of competition is too narrow, competition is not simply to provide the same as other people's services so simple. By examining and analyzing the five forces, we are able to gain a better understanding of the competitive relationships and behaviors of the industry, so that we can use them in a particular industry to find weaker or less influential forces. For example, we find an opportunity to develop alternative products, then we can improve our products or provide customers with optimization suggestions to design alternative products or services. Just like 360 to see the domestic free anti-virus software market, he thought that with free software can replace rising and so on the charge of software, and then vigorously develop free anti-virus software, and finally completely broke in the domestic toll anti-virus software market.

Industry competitiveness Analysis:

Determinants of competitive strength in the industry:

1, through innovation to bring sustainable competitive advantage.

2, industry advertising cost level

3, strong enterprise competitive strategy

4, flexibility. Including customized product quantity, variety, etc.

Understanding the characteristics of the industry's competition makes it easier to identify what kind of state you are in the industry.

Second, the enterprise core competitiveness identification criteria:

1, value. Ability to meet customer value.

2, scarcity. This ability is scarce and few companies have it.

3, Irreplaceable. The process of creating value for customers is irreplaceable.

4, it is difficult to imitate sex. Unique ability of the enterprise, competitors can not easily imitate.

In the actual competition process is the simplest comparison of prices, in the seller to provide low conversion rate of general products when the price war often occurs, any industry in the price of fierce competition will limit the industry profitability and significantly reduce profits.

A product that is easy to get out of date will easily be reduced, just as food has a retention period, and many industries will experience the problem of obsolescence, such as the mobile phone can be outdated, information will be outdated, and once obsolete will no longer be sold. The other is not easily outdated such as corporate brand, image, service level and Word-of-mouth.

A threat to an alternative product or service

Substitutes are usually competing and mutually replaceable products, and users can choose either of the two products to meet their own needs, both of which are fungible goods. When the price of the first commodity rises, the sales of the other is likely to increase, and vice versa. Alternative product analysis is also a very important part of the five-force analysis.

In Porter's industry, the five types of power analysis structures, the threat of substitution mainly includes three aspects:

1, Product value

Price is a reaction to value, that is, whether it can provide the corresponding value in the case of the same level price, i.e. the performance of the substitute in relative price. As often mentioned salt and sugar, the price of sugar is cheaper maybe we will buy more, but the price of salt even cheaper, users can only consume the same amount, can not salt cheap, we buy more and eat more.

2, conversion costs

The cost of conversion is the cost of replacing it with a new product. For example, washing detergent replaced with laundry fluid, is originally bagged, now replaced by bottled, this cost is not high? Then the value of the new pricing can be acceptable to customers?

3, Customer tendency

Whether the customer is willing to give up the new product and use the substitute, there is no stronger preference for the substitute, return to the detergent example, when the introduction of this new product, users can accept and like is very important, such as now Wanglaoji and Gado, Wang old Gizhen want a piece, not just brand, More need to be able to change the customer's heart tendency.

Personal Webmaster Road More and more difficult to go, the road is also more and more narrow, subdivision industry is a choice, of course, the choice of industry is very important, I simply said the industry analysis method, I hope to be able to help you personal webmaster. I am based on some of the Internet data collated, improper place to correct. Article source Quality Management method (Http://zhiliangguanli.com/biaoqian), reprint please specify!