Positioning and subdivision of future Internet platform operation

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A long time ago, I had to sell a theory that I have summed up with others: Website promotion and website operation, which is more important? My explanation is, the website promotion is like the Battlefield Vanguard officer, must personally battle the enemy, can understand the fighter plane change, but the website operation just is opposite, like the strategist, the victory in the thousand miles of strategist, If you want the fighter to go along with our military intelligence, we have to make a foolproof plan. In practical sense, website operation is more far-reaching than website promotion.

But lately I feel the need to deepen this concept. Because the simple literal meaning of understanding will bring people into a certain misunderstanding. Because this misunderstanding is based on a specific position to analyze, and finally draw a comparison between the results of the summary, this should belong to a single level of implementation of the relationship, the lack of professional logic of the planning. If you zoom in to the actual industry subordinate environment, as a grassroots webmaster, or have a standardized operation of the team, then a simple website promotion and site operation should only be the project platform operations in the fur of things.

Of course, the executive layer of things can not be abandoned. As a special industry with rapid change response, in the internet simply put the means on the executive layer and ignore the far-reaching planning strategy positioning, it is likely to cause the wrong things wrong, and finally get the wrong result. For platform operation Positioning and subdivision of this piece of content, I probably have the following corresponding summary:

Orientation and subdivision of project direction

"Positioning" in the book there is a word: entrepreneurship is based on the idea of the mind as a reality to accept, and then reconstruct these concepts, and achieve the desired situation, and then the ultimate goal in a product category to achieve leadership position. In other words, the front end of the project must be to put the directional things first, and this directional thing not only refers to the project's faith and passion, more is the project decision implementation and the feasibility of the project subdivision operation.

But the current positioning is very easy to make the operation of the project has a certain misunderstanding. Generally for the standardization of the operation of the team, the large positioning is not only the future direction of development, or the future operation of the theme. However, in the case of no final result, no one can guarantee that the direction of development is the correct guidance. Therefore, in consideration of cost consumption, the emphasis on high executive power has become a mandatory measure in the project operation. However, such a coercive measure once implemented, behind closed doors, performance after the deduction are irrational solutions often let too many internet companies into a quagmire of the mire, that is knowingly is wrong, and not for it.

Therefore, the Internet business to break the siege, absolutely can not walk the conventional Internet operation thinking, must kill an alternative way of the road.

Positioning and subdivision of team building

I once helped a friend to her engaged in the operation of a mother and child Mall of the work of such a proposal, I think can be used as a case of this section. My advice at the time was to build an efficient operations team. But the premise is that the operator must have a forward-looking awareness. That's the real point of knowing the company's current situation.

If only the operation of the platform, the entire team will only fall into the pure IP, pure PV, simple transaction conversion. The company has the performance pressure, one layer downward pressure, only two results: first, the staff will be responsible for the simple data responsibility, in the case of poor results, the company has to spend heavily to continue to expand the regular operation of the promotion team; and the only solution to the siege is to work with the current Internet many of the regular mother-child site or site portal, the establishment of the mother and infant Electronic Business Operation Alliance. In the operation of its own platform at the same time, you can establish the outside world cooperation and mutual win relationship.

This case was a lot of years ago. To explain the problem of team building and positioning. A few days ago read a book about Product manager, there is a word I very appreciate: a growing team, need to use a good vision and ideas to change the world. Of course, this vision and concept, is not a regular recruitment and later polishing so simple.

Location and subdivision of flow rate and conversion ratio

Since I started running, I've always thought that the location and subdivision of traffic and conversion rates is a big problem. However, I don't think there are a few people who can really recognize this problem as a thorough grassroots webmaster or company team. Because in turn, this is perhaps another way to teach a person to fish, rather than to teach people the story of fishing.

The general understanding is that the operation of a platform, there is no flow of conversion rate, no conversion rate where the user experience to improve. Therefore, the flow must be first. As long as there is flow to create conversion rate. Then the focus of the problem is only one, how to introduce traffic? To say that such an understanding is also true, but this is the result of an understanding, the promotion of the quality is not high. To say that this is the job of the promotional team? Because there is a difference between the garbage flow and the effective traffic. Promotion is responsible for the introduction of traffic, how to upgrade the transformation, it must also have a long-term solution to the efficacy. The implementation of this scheme is by no means classified in the promotion of a person.

Therefore, the flow and conversion rate of positioning and subdivision must have a proportional synthesis. The proportion of this synthesis must be based on the product of the three-dimensional upgrade changes, relatively speaking, 10 of the introduction of the flow out rate of 10 and five of the introduction flow jump rate of 41 were converted compared to the latter is often more representative of the effect. Therefore, the promotion is not only a kind of external and internal collaborative promotion, for the platform, more is playing an auxiliary tool image. But many internet entrepreneurs will look at it as the center of gravity. So, that's why, the real reason that the flow is getting higher and the conversion rate is getting lower.

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