Senior operating officer's understanding of website operation

From the start, I started working on the site, first as an assistant, then slowly I did the operations manager, then the operations director. In the website operation this aspect, may say is accumulates the quite rich experience. But in the actual work, I found that a lot of people understand the operation of the website is biased, so today with the help of Webmaster network platform, to talk about the understanding of the operation of the website.

Website operation is a more popular term in recent years. The number of websites in China is over 1.5 million, how many operators do you need? If each website can operate successfully, then how to promote the development of China's Internet how much! However, the current domestic professional website operators are still very scarce, and for what is the site operation, the industry has not yet an accurate statement.

So, what is the website operation? Website operation refers to the Web site as a product marketing platform or product itself, to carry out a series of network marketing work collectively. Website operation includes site planning, demand collation, content construction, product maintenance and so on. If you look at a site as a product, then the job that the site needs to do is basically the same as what a product manager needs to do.

Site Planning: Site before the launch of the site planning, including early research, feasibility analysis, planning document writing, business processes and logic clear, site display specifications, to participate in the UE test and so on, site planning is mainly refers to the new requirements of the analysis, supplementary development needs clear and related documents implementation;

Demand collation: Demand collection, analysis and processing is an important work of the website operation. The operator is the bridge between the developer and the sales person and the customer. In the course of the website operation, there will always be a variety of changes in requirements and new requirements, these requirements are revised and new requirements are reasonable and representative? What is the priority? How the developer responds, this requires the operator to organize the needs, the unified arrangements for processing;

Content construction: The site content construction, relates to the website long-term development, is a thick accumulation thin hair process, is the website operation important constituent. It includes site editing, user/customer information maintenance, site content interaction, etc.

Product Maintenance: Formulate product policies, improve product packaging, according to the first line of feedback for the maintenance of product lines. In the enterprise that has set up the product department, the function of product maintenance will be stripped out from the operation of the website, directly responsible for the product manager.

The operator is the developer's "customer" and is the person who made the request. According to the requirements of the operators, the developer needs to analyze and develop the appropriate development plan, and the operators are responsible for the products developed.

Network marketing is to use the Internet to carry out marketing activities collectively. The website operation is to carry out the network marketing activities and do the general name of the preparatory activities. This shows that the Web site operation is the basis for the smooth development of network marketing. For example, if you want to promote a new product network, you must first analyze the product audience groups, the site content planning, and determine the advertising landing page content presentation and business processes, while the product online sales of specific product policies to attract targeted customers, Finally, the network to promote the actual effect of the evaluation and analysis ... In these activities, network promotion belongs to the category of network marketing, others belong to the category of website operation.

The website operation is to provide the support and the service for the product sale, belongs to the backstage work. and product sales belong to customer-oriented front-line work, belong to the front desk work. From this point of view, the sales staff is the operator of the "customer", is to ask the person. Sales representatives are the market feedback, operators need to analyze the needs of the first line of the analysis, digestion, absorption, feedback to the developers.

Enterprise website operation is focused on closely cooperate with the overall marketing strategy, to provide full support to achieve the expansion of enterprise information dissemination level and sales channels. The operation of Enterprise website is always one of the components of the whole operation of the enterprise, and it cannot be separated independently.