How does the website operate? How does the website benefit?

As an operator of a website, how to operate it doesn't seem to be a problem. Clear the technical process, build a good website, and then take the user as the center, and everything else will come naturally? So, what exactly is user-centric? Most websites are not open to all Internet users like search engines. In fact, there are always some users who will never be your users. How to choose? This is actually a problem that the operating officer must solve. Many people do this website: well, this function is very interesting and many people will use it. As a result, this function was developed, and after everything went online, the operator began to look back for advertisers to support him/her to continue operations. What's the problem? The problem is that he/she neglected the customer from the beginning. Because it is possible that there are indeed many people using this function you developed (for example, using a function called WebPick), but these people lack the interest of advertisers because of their lack of sexual characteristics. In this era of market segmentation, it is not enough to attract advertisers only by virtue of the characteristics of "three highs" (high income, high education and mature age). Fundamentally speaking, such operational logic is to put technology before the market. This idea is not necessarily wrong. But we must think clearly in advance, what is a product and what is a platform? The subtitle of the product, that is, the production user, is a bit strange. I need to explain it. Any website is a product first. The first step in operating a website is to operate products. In a sense, website operators are much like product managers (brand managers) in other industries. What he/she has to face is product design. Most people think that products are technical things written in code. Such as developing a function or adding a plug-in. But in my concept, these are not products. The real product is the user. The so-called "product" generated by technical code is just a tool for manufacturing user products. So far, in China, the survival mode of most websites is advertising. In essence, whether it is extensive banner placement or elaborate brand implantation, it is the attention that the website gets, that is, the user packages it and sells it to advertisers. For a website, users are not customers, but products to be sold to customers. Based on this concept, some arguments, in my opinion, are not that important at all. For example. Many people on the internet advocate that the length of web pages should be limited. For example, a web page turns to the end after three times. Some people think this is good web design. The focus of the problem is not whether the webpage should be lengthened at all, but what kind of users the operator wants to attract. If every page of this website is very long, I don't think it's a big deal (in fact, Sina's long page has not become an obstacle for it to find advertisers), but it will lose the attention of users who attach great importance to page length. Assuming that these users have the same interest in brand A, then, sorry, brand A will be almost impossible to be your advertiser or sponsor. In other words, the target sales target of the "product" (user) you mentioned will not be brand A. The logical inference is that users are produced! From this perspective, users' opinions seem to be very important. You need to cater to the needs of users in order to continuously create the users you want. On the other hand, users' opinions are not that important. If you ignore the opinions of a user (of course, you can't be rude), you will lose this user. But if adopted, other users may be lost. For the operators of commercial websites, the opinions of customers are more important than the opinions of users. In this sense, we have to mention a stage that operators must face: platform. The problems faced by the platform In media economics, the audience, that is, products, can be sold repeatedly. You can sell this attention to advertiser A or advertiser B. The platform is the carrier of the product. The characteristics of the platform determine whether A advertiser is willing to put it in or B advertiser is willing to pay. A website, after developing to a certain stage, will inevitably become a platform. In other words, a website is a platform. The difference between platform and function is that the platform is multidimensional and interactive. There are complex relationships or contradictions between users and websites, between users and advertisements, and between users, forming a platform. If a website provides multiple functions, then these technical tools may also compete with each other. The increase of tools is not necessarily directly proportional to the increase of users, and it is certainly not simply inversely proportional. But in any case, what operators need to face is complicated. Similar, for example. Suppose a website is advertised by advertiser A, and user B inquires about advertiser A's products in the forum area (or any other place where he/she can express his/her opinions). This has become a difficult problem for operators. Is it according to the requirements of an advertiser to delete this advertisement that hinders the brand image? Or keep it according to the requirements of freedom of speech of B users? Give another example. Advertisers produce and operate products to treat psoriasis. Now it is willing to put advertisements on your website at a certain price. Users of the website don't seem to like this, and even operators will find that the past records of netizens show that they hate this kind of advertisement. Under such circumstances, what should operators do? Here's another example. Website operators found that the viscosity of this website for users is not high. Many users stay on the website for less than a minute and then leave. Advertisers are not satisfied with this. They ask you to ensure the user's attachment time, so that their advertisements can be more effective. This requires you to develop new functions to achieve this goal. How to develop? The last example is plagiarism, or to put it mildly, imitation. Web pages are naturally open source. Any platform that is slightly successful will be imitated by a large number of people. These imitators sometimes have some interesting innovations to grab users from themselves. Faced with this situation, how should operators continue to maintain and expand the commercial value of the platform? These examples are standard problems that operators encounter almost every day. The most essential way to solve these problems is to establish your website culture. The power of cultural websites is a kind of media, no matter how you give it new attributes. Media is naturally a means of communication, and communication will inevitably form culture. From product to platform, ultimately, the website will inevitably produce a certain culture. Many people say that the quality of netizens in China is so low that they need to supply a large number of pictures of breasts and buttocks to attract their attention. I admit that the quality of netizens in China is not high, but this low level is only limited to the use of some technologies (for example, not many people play RSS browsers), not to say that their tastes are not high. China's 100 million netizens should be in the forefront of the people of China. If they only like big breasts and fat buttocks, doesn't that mean that all people in China are like this? Yi Zhongtian's Romance of the Three Kingdoms and Yu Dan's The Analects fully illustrate the absurdity of this conclusion. Then, we have to re-judge this causal relationship. Is it because the quality of Chinese people is not high that the network is full of breasts and fat buttocks, or is it because the network is full of breasts and fat buttocks that the quality of Chinese people is not high? I thought it was the latter. And the market opportunity is right here. Elegance is of course a niche market, because people who like elegance and even art will definitely not be the majority. However, vulgarity is actually a niche market, because a few advertisers are willing to take the initiative to put advertisements on vulgar platforms. Without the support of economic interests, the collapse of the platform is a matter of time. In most cases, the mass market should be rewarded for elegance and vulgarity. The most important task of an operator is to maintain the platform culture to suit both refined and popular tastes-my personal view is that it can suit both refined and popular tastes more. Technology can be copied, data can be imported by despicable means, and users can make it illusory with some tools, but the culture formed by the platform is difficult to copy and copy quickly anyway. Take a newspaper as an example. What's the difference between 2 1 Century Business Herald and Jiang Shen Service Herald? Everything is made of paper and ink. There is no difference between the two: create attention and sell it to advertisers. But why attract different advertisers? The difference between the two lies in culture. The background and temperament of these two newspapers are completely different, which is their difference. It is for this reason that if someone asks me what is the difference between Blogbus's BSP system and other BSPs? I just laughed and didn't answer their questions. Another expression is: What's the difference between your business models? In my opinion, in the current state, there is nothing particularly novel about the business model of almost all websites. The only difference is the platform culture created by operators. Different cultures will lead to different users gathering in different places, forming different products for advertisers, and of course, different product prices. For a website operator, the customers that the website can finally attract have been decided in the usual operation. If you just covet the attention for a while and work hard on attractive pictures, you can only publish psoriasis advertisements in the end, which is natural. Because users are created by operators, what kind of culture you want to build is completely under your control. Everything depends on yourself. Can you imagine advertising General LaCrosse on a website full of physical temptations?