Website Operation planning key Elements (i): Site positioning

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Most teams or enterprises in the launch of the site project, will consider the site project positioning problem, the final establishment of the site positioning, is often a refined language, and sometimes will become the main propaganda language. Have done market planning peers, believe that a more profound understanding of positioning and positioning of the Hard-won. Site positioning, as one of the most critical elements of the website operation Planning, when the feasibility analysis of the project, it should be to explore its scientific and practical. Only in this way can the project be avoided as far as possible in the late operation of the uncontrolled factors.

Remember in the previous two years read a text, called "Site positioning Why important" (the original can be searched on Baidu); At that time of personal professional accumulation to judge, this article has been written in place; now it seems that only at some point in the project to analyze the problem, but not to the site positioning to promote the strategic level of the project, and failed to conduct a comprehensive analysis of site positioning. Today, we will analyze the topic of website positioning from the angle of traditional marketing planning.

First, the site positioning of the primary problem: site project strategic level positioning

No matter how large the fleet is, it is believed that a clear route will be established before sailing and that the quickest way to reach the destination is to ensure that the voyage is not diverted. In doing project planning, whether it is a website project or a traditional project, the first thing should be to determine what to do? What is the direction? As long as there is a clear direction of the operation of the website, know what to do to ensure the success of the project operation.

Take the recently launched Guizhou Wine Network project as an example. Before the project starts, first of all need to consider what the website to do, the Guizhou wine Net is what website. Industry information? Chinese liquor investment website? Guizhou Liquor Vertical shopping center?

No matter how the final position is, in addition to thinking about why it is so positioned, it ultimately determines the next step in the planning of the operating system, as well as the resources to be prepared and so on. Simply put, the site's strategic level positioning, that is, the establishment of the site's operating direction.

Second, the site's operating target positioning

Before, there are many project leaders in communication with me, said: "We do is the regional portal, automotive industry sites, E-commerce platform and so on." I always ask the same question, do you think this is your site positioning? Many project leaders are puzzled, still very positive answer, yes.

In fact, this is only to say that the establishment of the site's strategic positioning, has been able to clearly describe what will be done is a site, can only say that the project is to determine the direction of operation, nothing more. It should then be established that the site's operating objectives; many people may think that it is in the development of the project's operational objectives, rather than the scope of the category, but often in the development of strategic positioning of the site, in fact, has established the site's operating target positioning. For example, the final positioning of Guizhou Wine network, Guizhou liquor sales first E-commerce site; First, the location is the Guizhou liquor sales website; second, the first E-commerce platform, has fully established the direction, scope and objectives of the war. And then the planning, can follow this position completely. How to achieve the goal of operational positioning? What are the advantages of the operator? What kind of resource configuration can be used to achieve site positioning? What kind of operating system can effectively achieve the operational objectives ....

From the macroscopic point of view, the location of the site can basically stay in the strategic orientation and operational objectives of the two major points, from the micro perspective, the more need to pay attention to the two major positioning in the category, how to establish the details of the site branch positioning. Can include: site location, user group positioning, brand positioning, theme positioning, content positioning, demand point positioning, resource demand positioning, profit model positioning, product demand positioning, identity and role positioning, etc., the positioning should be based on the actual situation of the project, and the ever-changing, so as to fully grasp the project itself, Control project node effectively and ensure the success of project operation.

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