Portal promotion of local portal operation analysis

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The development direction of local portals is to build local "civilian media" to provide local people with localized Internet Information Services.

In the domestic county or prefecture-level cities exist in the form of media for television stations, newspapers, magazines (DM), there is a new media-the Internet.

With the development of society, the Internet must be the "civilian media" as an important form of local media.

Local television stations because of the limited production level, political atmosphere is strong, more and more difficult to attract local youth and social middle class, and newspapers and other paper media lack of professional content production capacity, has become a pure "advertising" release, its vitality and attractiveness is conceivable. But the internet is different, its civilian identity, so that local people can send their own voice, to find information in the city, friends, business, and so on. Its flexibility, interactivity and personalization are more likely to attract the participation of local people.

At the same time, because of the low computer hardware, computers have generally entered the residential households, for the development of the Internet lay the foundation. China is already the most populous country in the world. 2010, the new network technology will start to apply, then the network will increase the speed of 1000 times times, the application of the Internet will be higher. The new Eleven-Five plan, China's next 30-year reform will be convenient for rural, accelerate the integration of urban and rural areas, regional management will become the new bright spot of China's business development, then the rural counties and cities of the city's development speed must be accelerated, to accommodate a large number of rural personnel influx, this is the national reform strategic planning, all kinds of signs that , the external environment will usher in new development opportunities for the regional Internet.

If the local portal can seize the opportunity to become an important form of local media, it can be derived from a variety of forms of enterprises, businesses, individuals and other products, its market space is broad.

In the early days of the development of Internet in China, the harbor which was built by local telecom or government department has played an important role in raising the awareness of the Internet. But with the depth of Internet application, local information port because of poor subjective management, the ability to interact with the Web site is not strong, the update slowly has lost the user's concern; In this case, the individual or the company's hosting site began to rise, such as supply and demand, forums, friends, classified information, etc., they are flexible, professional, Rapid characteristics of rapid development, and can be quickly combined with local traditional industries, make a certain effect, have a certain customer groups, has become the local network market is the most active part.

However, there are two problems with such websites:

One, profitability is poor, advance can rely on the enthusiasm of the webmaster continue to advance, but in the case of small profit space (local professional industry market profit space is limited), it is difficult to provide continuous service, product upgrades, orderly operation, and slowly customers will be lost, unless you can on the basis of their own popularity, the diversification of expansion, Find a profit breakthrough, otherwise will eventually exit the local market;

Second, the development of bottlenecks, that is, to a certain extent, how to move from the personal website to the company operation, to provide more professional, more stable service to meet market demand.

The above description, the local portal will be the main manifestation of the local internet, the reason is very simple, it covers a wide range of profitability can cover all sectors of the city, its profitability can guarantee its development momentum. At the same time the local people can not remember too many sites, a site is enough.

But the development of the portal is tortuous and slow, it is difficult to customer service all-inclusive, user viscosity is poor, at the same time with the operation of the promotion, platform upgrades and maintenance, profit-oriented project system management and so on, so that the local operators overwhelmed, in the early operation of the process, need to invest a lot of money and energy, so often aborted the portal very , but the market prospect is broad, the new platform continues to gush unceasingly, a kind of "the valiantly, the Bayang" the solemn and stirring development scene.

Local portals in the development process, if can be resolved, in the balance of the foundation, sustainable development platform, the accumulation of user services, you can gradually win the local first portal, the success of entrepreneurship, customer service itself is the difficulty of victory.

The promotion of local portals has always been the main point of the site operators, and the promotion of the portal is a double-edged sword, do a good job for the development of the portal sailing, do not fall into the trap of excessive investment, so that the portal premature death, this is the entire Internet industry common problems.

The reason, many people think that the promotion is the traditional "hit advertising", but the promotion of the portal can not be simple to do this, this is the characteristics of its industry. If this is done, it will not only play a role in the promotion, but it may play a negative role in the promotion.

After 5 years on the operation of hundreds of local portals summed up its core concept is: to promote not to spend money, to make money, to take the road of cooperation, business promotion. Let the promotion become a product, not the portal of consumer goods, the trap of swallowing money.

(1) Internet bar Promotion

Internet cafes are the focus of many network operators, if the homepage of the Internet Café for all of me, so not only to solve the problem of portal promotion, but also the first time to contact the most active netizens.

The difficulty of the Internet café cooperation:

1. Cooperation is difficult

The so-called cooperation is difficult, is the old version of the Internet is very difficult to make their home page to the operator, unless there are administrative requirements, exchange of interests, qualification protection (let Internet cafes trust the safety of the site) and so on.

However, the advantage is that the home page of Internet cafes for the old version of the Internet is idle resources, if someone can let the Internet café idle resources to generate profits, or to build some of the new Internet cafes competitive advantage. This is the network operators need to think and dig.

2, to maintain the difficult

Perhaps the website operators through various channels, such as administrative practices, exchange of interests, or even the purchase of the first Internet café, but want to maintain difficult, many often one months or months will be "lost" internet café home, the reason is that the administrative means can not always be effective, because the Internet café itself is disgusted and resist this practice, The first opportunity will be "reverse water"; The profit Exchange way, the time is long, the old edition of the Internet Café will think the cooperation trouble, the profit is less, the promise's anticipation cannot satisfy the request and so on. When the Internet café new system, "forget" the promise of cooperation back to the original.

(2) Promotion of prizes

Why do netizens come to our website, if your site has free prizes can be taken, then there is nothing better than this attraction it? Key website operators should promote the product of the prize, rather than their own pockets, otherwise do more, the faster the death.

The promotion of prizes is based on the introduction of the Merchant Treasure Products: Shangjiabao is a local portal sales to local businesses, a network of products, merchants can publish prizes to attract netizens, store local customer information, set up their own membership library, so that businesses have a no need to spend cash to promote their own way; And netizens also have a free opportunity to take prizes, still afraid of the gas is not flourishing?

(3) Promotion of activities

Engage in activities, engage in evaluation, is the fastest and most simple way to hype popularity, low cost, quick results. If it can be from small to large, to create a number of local characteristics of large-scale social activities, so not only to solve the promotion problem, there are better profit expectations.

Operators can organize a variety of local activities at any time, like the city baby rating, the city's community ratings and so on, to find local youth league and other government departments to cooperate, to find local excellent business sponsorship, that is, to make money and gain popularity, you can regularly engage in different activities.

(4) QQ Group Promotion

QQ Group is the most rapid local information flow of the carrier, the portal operators to build QQ group, if you can set up more than 10 QQ group, will make the site's popularity improved a lot, at the same time have a good user viscosity. A daily paste, the site of their own news, classified information, Forum essence of the posts and friends to share, kill each other.

(5) Cooperation promotion

Cooperate with local government departments, such as propaganda department, television station, let local businessmen name some channels, in the same city with various businesses advertising exchange propaganda language.

(6) membership card to promote

Local portal development is good or bad, the number of registered members is an important standard, but the development of the member is not likely to have a big breakthrough in a short period of time, unless do "vest", but we can change another form, is to issue membership card, membership card function is: Member Card can be signed in the portal site discount or points. This can quickly realize the promotion of the website and register the number of members.

There are many ways to promote, such as local DM cooperation, acquaintances experience, Yellow page strategy (will be the city's Business information collection), and so on, here do not do one by one description.

Emphasis is the promotion of the way to product and profitability, so that the burden can be turned into income, the early development of the portal has a positive significance.

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