The six main points of website operation

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

Point one: Survey and analysis

Before any project can be carried out must be to understand the market, users, themselves and opponents, otherwise all plans are just speculation!

First of all, to the industry to conduct in-depth investigation and analysis, including the industry at this stage of saturation and development prospects of space, in the near future will have a national policy impact, the industry's current relevant technology development, and other factors.

Only to their own industry and users understand thoroughly, can make a difference in the industry, development!

Confidant, to clearly know the current financial situation and revenue structure of the project, the current production capacity, product quality, production technology in the industry position. Through the staff survey to understand the current project staff capacity, treatment, the company's staff incentives, assessment, training and so on. Understand the company's corporate planning, sales, implementation capabilities, the current product positioning, packaging, price, market target audience, competitive advantage.

Only a clear understanding of their strengths and weaknesses in order to better adjust the formulation of development strategy!

Know that, clearly recognize the opponent's brand positioning, sales channels, and as far as possible to understand the financial revenue and expenditure of competitors, staff capacity, treatment, the company's incentive, assessment, training system, through the target users to understand its main product positioning, packaging, price, competitive advantage.

Potential competitor analysis, industry entry cost/barrier, after entering the threat to the enterprise, threat to all competitors!

Only understand the direction of all competitors and pros and cons, can be more targeted to formulate strategic countermeasures!

Peripheral, whether there are complementary products and alternative products, product technology, price and user recognition level, the development trend! What are the choices of raw material suppliers, whether there are substitutes for raw materials, how much we depend on them, the supply capacity of suppliers, etc.

Sales, the nature of the channel, distribution, distributors, agents (exclusive, agent), the channel to the product dependence (relative value), the product occupied its capital ratio, the proportion of profits given! Channel to give our product support (absolute value) situation, including distribution capacity, financial strength, manpower and so on.

Users, with the industry analysis of data base, and then in-depth understanding of target users, do not replace consumers (users) to think, do not think consumers will like what, but to study what they like!

The research includes the target user's income, education, age, sex, family composition, work and so on, the user to us and rival product quality, value, packaging, model, brand reputation, image and other cognitive differences and attitudes! Users to purchase the use of demand and dream needs, the user of the current brand marketing activities of the evaluation, acceptance and understanding of the degree!

Point two: Brand positioning

A successful brand first needs to clearly grasp the core value of the target users, the value of the brand into the consumer's most direct value interest point, in order to more directly and deeply impress consumers, and then after a long time accumulation of precipitation and formed! Brand positioning should be from the target users, According to the real needs of users positioning brand value, to the user's dream needs combined with a profound historical culture or social trends to create value-added brand. Brand positioning is to have a house, must sacrifice something to focus on the core value. Long-time development can not be with the wind, the strategy changed, the core value is gone, it is impossible to leave a deep impression on the user, only adhere to brand positioning, to achieve the brand!

Brand positioning also depends on your goal is the regional market, national market, or international market, according to market development and changes, the development strategy can be appropriate to adjust, but always can not be too large deviation from the core value of brand positioning!

If it is a backward brand, according to the competitor's brand positioning appropriate to avoid confrontation, and more need to tap the user's dream needs to seek breakthroughs!

Point three: Product planning

For different types of products have different strategic focus, practical products tend to product force, the concept of products are more inclined to appeal! According to the brand core value or value added spirit for the product name, so that users from the product name on the experience of the spirit of the product concept and value!

According to the brand positioning, strengthen the core value of the main line products, and target the market positioning, targeted audiences to this or customized special products to combat the competitive goods. According to the core value of the product packaging (design, media dissemination, user experience, after-sales service, etc.). According to the market strategy to develop profit products and market share products! Set up a low profit or even no profit product for the competitor's core product, to imitate the main competitor, destroys its market and the image mainly!

At the same time to consider the brand's core value products, technology development, and product category breakthrough, according to the dream needs of the target users can be innovative to meet the needs of new products. As long as there is enough creativity, imagination, slight adjustment can bring great profits or market changes to the enterprise!

Point four: Marketing promotion

No matter how the market changes, no matter what marketing means can not deviate from the brand positioning! Any marketing campaign must revolve around the brand spirit! It must be remembered that it may take years, decades or even longer to build a brand, but it may take only 1 days to destroy a brand!

Network marketing is relatively low-cost, one of the most widely disseminated channels, resistance is the user of the network products lack of security!

Direct to the end user experience the best, the user's service and communication is the most in place, but the highest operating costs, slow market development!

Distributors and agents relative to market development speed, easy to large area to seize the end-user market, but for long-term brand-building has a certain defect, and the end user communication management has a certain barrier/deviation!

Catalog marketing is the lowest cost, accurate transmission, in-depth, lasting, but more dependent on brand reputation!

I think the most appropriate marketing means in the business is Network Marketing + Directory marketing + Direct Battalion

To direct chain-oriented, to provide the best user experience and the most timely user communication feedback. Through the network characteristics of rapid and widespread dissemination to expand brand influence. The use of catalog marketing of accurate, in-depth, and lasting to deepen the user's understanding of brand products and memories!

Internet after more than 10 years of development, with Taobao, when, excellence, Jing Dong and other Web site success. Chinese consumers have begun to accept online shopping, but due to the domestic network shopping in the regulatory policy is not perfect and the trust of online shopping there are many doubts, consumers in the online purchase will have a certain value of trust, relatively conservative! So to direct the main purpose is to a large extent for consumers to increase product purchase trust protection, but also to provide a good user experience and user communication!

And the main reason to give up the dealer and the agent is the network Marketing and catalog marketing fast spread and low cost can realize to help rapid spread to expand the market, and avoid some of the middlemen and some of the gray zone!

In the early stage of development, the network Marketing and catalog marketing need to cooperate with the direct base area and even over marketing to quickly seize the regional market and regional target users ' hearts. At present, because consumers have accepted the network shopping, the network platform to many traditional industries, especially small and medium-sized enterprises are very big opportunities, so the traditional industry is facing a new round of shuffle! What do businesses lack in such a situation? Time! to the fastest speed to seize the national market, break the international market! If the resources allow a brand's protuberance will only take 1 years or less!

Network Marketing, my view is as long as the internet is the spread of internet marketing!

Many people say that the search engine marketing, forum marketing, mail marketing, IM, advertising, narrow, and so on are simply network communication channels or tools, like television, body advertising, radio and so on are the transmission channels.

and the real network marketing, according to the brand, product development strategy and a series of marketing ideas, with the help of the network of its fast and wide variety of channels targeted to spread out!

Catalog marketing, in fact, is also a channel of communication, he is in line with the network marketing another channel, but it is more targeted at products and directly to the end users (non-network channels to spread)

Direct Battalion, on the one hand is to provide the best experience for the target user, improve the user trust degree. On the other hand is to establish a brand base, to achieve a single store the highest sales and profit-oriented. Furthermore, it is to lay the groundwork for product distribution service support.

Marketing, the network, directory, direct camp are channels, more important is the need according to the development strategy and market changes, timely and cleverly formulate a variety of marketing planning, creativity, and then through the network, directory quickly reach the end user group, to the avenue to improve sales and brand-building purposes! It should be noted that If the resources allowed under the circumstances of course, all channels are spread, commonly known as no brain output, the effect is the best! Resources do not allow the situation will have to kill (for choice, there are homes for some), the strength must be enough in place to kill directly, otherwise dispersed forces are like a handful of sand sprinkled on the sea!

Tips:

The power of the default choice

When someone presents you with a gift, you need to pick it up in person, otherwise it will be canceled. Your subconscious will lead you to the gift (if you need or are interested in the gift, of course).

The power of user participation

Resonate with users through a theme activity!

The Power of hunger

For example: limited sale, or some kind of hot goods, deliberately create a short time out of the atmosphere!

The power of the focus

More suitable for a short period of promotional activities

When a lot of people or people around the world focus on something, and our products or brands can be cleverly associated with it, the strength of the enormous immeasurable, who knows!

Of course there are a lot of skills in marketing, through some explosive news events to let users like the virus spread, through the daily very harmonious recessive soft text for the user brainwashing, channel cooperation and so on, but in fact we just need to pay attention to life, focus on fashion, play the imagination boldly to think, miracles everywhere!

Point five: Service and communication

Now consumers have begun to accept online shopping, but in the same quality of such a serious situation, online shopping is how to stand out? Price, service!

Because of the low cost of the network, compared to the traditional industry sales methods can reduce prices, but also improve profits. Online shopping In addition to the price is relatively low than the general store prices, there is convenience, users need to open the computer can browse all kinds of goods, so we need to try to make the network transaction process simple shortened! Of course, besides these, people pay more attention to the service experience nowadays!

The use of the site experience due to years of network experience and mature customer Mall open source, we can easily improve, just according to the target user's use habits, personality appropriate adjustment can be. And I think that the after-sales service is the key, because the user in the network shopping is already very cautious, so the merchandise for him is certainly attractive, the only impact on his next time to buy the reason is that the mall's products can attract him, the price is reasonable, service is good!

Price competition has no advantage in terms of, so in addition to the product itself, the most important thing is the service, so we must strengthen the service staff training, emphasizing the speed and attitude of logistics delivery, after-sale treatment mechanism! and must pay attention to any one detail, this is Word-of-mouth!

Point Six: Operations management

Try to perfect every detail that leads to a bad experience for the user, far more important than the launch of a powerful feature!

Website operation in addition to the above five main points of the general direction of control, but also need to strictly check each link. You can't just look at the results, because the results are formed by a lot of small links, and when you see the results, it's too late!

Reasonable allocation of tasks, to give enough space at the same time also need to follow up to guide the adjustment of each link!

Management and project development, the first to analyze (understand the staff), and then positioning, to each employee clear positioning, improve the incentive system, so that employees have the same goal with the enterprise. Reasonable reward and punishment mechanism. To enrich the staff, in the work of continuous learning, and provide training and learning space!

Employees have a consistent goal of enterprise, employees can learn at work, which is the charm of the enterprise! Because the power of leadership is more powerful than management!

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