How to operate the website well

It takes more than a day and a half to run a good website, no matter what website you are doing. You have to prepare a lot of work before making a website. What you have to do before any project is to understand the market, users, yourself and your competitors, otherwise all the plans are just guesses! The following Netqi Network Promotion Company will tell you about the six main points of running a good website.

Tools/raw materials

Methods/steps

The first point: investigation and analysis

First of all, it is necessary to conduct an in-depth investigation and analysis of the industry, including the saturation and development prospects of the industry at this stage, whether there will be a national policy in the near future, the development status of related technologies in the industry, and other factors.

Only when you have a thorough understanding of your own industry and users can you make a difference and develop in the industry!

Clearly understand the current financial status and income of the project.

Branch structure, current production capacity, product quality and production technology level in the industry. Through the staff survey, we can understand the current project staff's ability and treatment, as well as the company's incentive, assessment and training for employees. Understand; understand

The company's enterprise planning, sales, execution ability, current product positioning, packaging, price, market target audience, competitive advantage, etc.

Only by recognizing our own strengths and weaknesses can we better adjust and formulate development strategies!

Know who you are, clearly understand your competitors' brand positioning and sales channels, learn as much as possible about competitors' financial revenue and expenditure, employees' ability and treatment, and the company's incentive, assessment and training system, and understand the positioning, packaging, price and competitive advantage of their main products through target users.

Analysis of potential competitors, cost/barrier of industry entry, threat to enterprises after entry, threat to all competitors!

Only by recognizing the direction and advantages and disadvantages of all competitors can we formulate more targeted strategic countermeasures!

Around, whether there are complementary products and alternative products, product technology, price and user recognition, development trend! What are the choices of raw material suppliers, whether there are substitutes for raw materials, our dependence on them, suppliers' supply capacity, etc.

Sales volume, the nature of the channel, distributors, dealers (exclusive, agents), the dependence of the channel on the product (relative value), the proportion of the product occupying its funds, the proportion of profits given, etc. The support (absolute value) given by the channel to our products includes distribution ability, financial strength, manpower and so on.

Users, with the foundation of industry analysis data, should have a deeper understanding of the target user group, do not think instead of consumers (users), do not think about what consumers will like, but study what they like!

The contents of the survey include income, education, age, gender, family composition, work, etc. Target users, as well as users' cognitive differences and attitudes towards the quality, value, packaging, model, brand reputation and image of our products and competitors! Users' purchase demand and dream demand, users' evaluation, acceptance and understanding of current brand marketing activities!

The second point: brand positioning

A successful brand first needs to clearly grasp the core values required by the target users and transform the brand values into the most direct values for consumers.

Value interest points can impress consumers more directly and deeply, and then form after a long period of accumulation and precipitation! Brand positioning should be based on target users, brand value should be positioned according to users' real needs, and users should

Our dream needs to combine profound historical, cultural or social trends to create brand added value. Brand positioning is giving and taking, and something must be sacrificed in order to focus on core values. Long-term development can not move with the wind, strategy

If it is changed, the core value will be gone, and it is impossible to leave a deep impression on users. Only by adhering to brand positioning can we achieve the brand!

Brand positioning also depends on whether your goal is regional market, national market or international market. According to the development of the market, the development strategy of all the way can be adjusted appropriately, but it cannot deviate too much from the core value of brand positioning!

If it is a backward brand, it is necessary to avoid confrontation according to the brand positioning of competitors, but also to tap the dream needs of users to seek a breakthrough!

The third point: product planning

Different types of products have different strategic priorities. Practical products are often powerful, and conceptual products are often infectious.

Name products according to the brand core value or added value spirit, so that users can feel the spiritual concept and value of products from the product name.

According to the brand positioning, strengthen the core value of the main line products, and attack competitive products or customize special products according to the market positioning and target audience. According to the core values of all aspects of product packaging (design, media

Physical communication, user experience, after-sales service, etc. ). Produce profitable products and market share products according to the market strategy. Develop a low-profit or even no-profit product for the core products of competitors to imitate the main competitors.

Destroy its market and image.

At the same time, we should consider the technological development of brand core value products and the breakthrough of product categories, and whether we can innovate new products that meet the needs according to the dream needs of target users. As long as there is enough creativity and imagination, a little adjustment can bring huge profits or market changes to enterprises.

The fourth point: marketing promotion

No matter how the market changes, no matter what marketing method is adopted, we can't deviate from the brand positioning. Any marketing activity 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 only take 1 day to destroy a brand.

One of the fastest and widest channels for network promotion is that users lack security for network products.

Direct selling has the best experience for end users and the best service and communication for users, but it has the highest operating cost and slow market expansion.

The market expansion of dealers and agents is relatively fast, and it is easy to seize the end-user market in a large area. However, there are some defects in long-term brand building and some obstacles/deviations in communication management with end-users!

Catalog marketing is the lowest cost, accurate, in-depth and lasting, but it relies more on brand reputation.

I think the most suitable marketing method in B2C is network promotion+catalog marketing+direct selling.

Mainly direct chain stores, providing the best user experience and the most timely user communication feedback. With the help of the characteristics of the network, it can spread quickly and widely, and expand the brand influence. Use the precision, depth and persistence of catalog marketing to deepen users' understanding and memory of brand products!

After more than ten years' development, there are successful websites such as Taobao, Dangdang, JD.COM and Zhuo Yue. Consumers in China have begun to accept online shopping, but the domestic regulatory policies on online shopping are still not perfect.

And trust in online shopping, there are still many doubts. Consumers online shopping will have a certain trust value, which is relatively conservative! Therefore, the purpose of direct selling is to increase consumers' trust in product purchase to a great extent.

Guarantee, and then provide a good user experience and user communication!

The main reason for giving up dealers and agents is that network promotion and catalog marketing are fast and low-cost, which helps to spread and expand the market quickly and avoid some uncontrollable and gray areas of middlemen!

In the early stage of development, network promotion and catalog marketing need to cooperate with direct selling base areas for comprehensive or even excessive promotion, in order to quickly grasp the hearts of regional markets and regional target users. At present, because consumers have accepted the internet.

Shopping and network platforms have given many traditional industries, especially small and medium-sized enterprises, great opportunities, so traditional industries are facing a new round of reshuffle! What do enterprises lack most under such circumstances? Time! Use the fastest

Accelerate to seize the national market and break through the international market! If resources permit, it only takes 1 year or even less for a brand to appear!

Network promotion, in my opinion, as long as it is spread online, it is network promotion!

Many people say that well-organized search engine marketing, forum marketing, email marketing, IM, advertising, narrow advertising, etc. are actually just channels or tools for network communication, just like TV, car body advertising, radio and so on.

The real network promotion is a series of marketing ideas formulated according to the brand and product development strategy, and spread out through various channels with the help of the network!

Catalog marketing is actually a communication channel, and it is another channel to cooperate with network promotion, but it is more aimed at products and directly reaches end users (non-network channel communication).

Direct selling, on the one hand, is to provide the best experience for target users and improve users' trust. On the other hand, it is also to establish a brand base and achieve the highest sales and profits of a single store. The other is to lay the foundation for product distribution service support.

As far as marketing is concerned, network, catalogue and direct selling are all channels. More importantly, we should formulate various marketing plans and ideas in time according to the development strategy and market changes, and then spread them quickly through the network and catalogue.

Broadcasting reaches the end-user group, thus improving sales and brand building. It should be noted that if resources permit, of course, all kinds of channels are overwhelming, commonly known as brainless output, and the effect is the best. can

If resources don't allow, we must kill them (in order to choose, we have to give up and gain something), and the strength must be enough to kill them directly, otherwise the scattered forces will be like a handful of sand scattered on the sea!

The power of default choice

When someone gives you a gift, you need to pick it up yourself, otherwise it will be regarded as a waste. Your subconscious mind will guide you to get this gift (provided that you need it or are interested in it, of course).

The power of user participation

Create a * * * relationship with users through a theme activity!

The power of hunger

For example: limited sale, or a hot-selling commodity, deliberately creating a short-term shortage atmosphere!

The power of concentration

More suitable for short-term promotional activities.

When many people or people all over the world focus on something at a certain time, but our products or brands can be skillfully linked with it, the power is immeasurable, who knows!

Of course, marketing also has many skills, such as letting users spread like viruses through some explosive news events, brainwashing users through daily harmonious hidden soft articles, channel cooperation and so on. In fact, we just need to pay attention to life and fashion, and use our imagination to think boldly. Miracles are everywhere!

Fifth point: service and communication

Now consumers have begun to accept online shopping, but how can online shopping stand out in such a serious homogenization situation? Price, service!

Because the network cost is low, compared with the traditional sales method, it can reduce the price and improve the profit. In addition to the relatively lower price than ordinary stores, online shopping is also convenient for users.

As long as you turn on the computer, you can browse all kinds of goods, so we need to shorten the process of online trading as much as possible! Of course, in addition to these, today people pay more attention to service experience!

Experience of using the website Because of many years of network experience and mature B2C mall open source, we can easily improve it, only need to make appropriate adjustments according to the usage habits and personality of the target users. I think sales

After-sales service is the key, because the user has been very cautious when shopping online, so the goods are definitely attractive to him. The only reason that affects whether he will buy again next time is whether the products in the mall can be sucked.

Instruct him whether the price is reasonable and the service is good!

There is no advantage in price competition, so in addition to the attractiveness of the product itself, the most important thing is service, so we must strengthen the service training of service personnel, emphasize the speed and attitude of logistics and distribution, and the after-sales exchange mechanism! And we must pay attention to any detail, which is word of mouth!

The sixth point: operation management

Perfecting every detail that leads to a bad user experience is far more important than launching a powerful function!

In addition to controlling the above five points and general direction, website operation also needs to strictly control every link. Don't just look at the results, because the results are formed by many small links. By the time you see the results, it will be too late.

Assign tasks reasonably and give enough space, but also need to follow up and guide each link in real time.

Netqi Network Promotion Company believes that management, like project development, should first analyze (understand employees) and then locate, and each employee should have a clear location, improve the incentive system of enterprises, so that employees and enterprises have the same goals. Reasonable reward and punishment mechanism. It is necessary to enrich employees, continue to learn at work, and provide training and learning space.

Employees and enterprises have the same goal, and employees can learn at work, which is the charm of enterprises. Because leadership is much more powerful than management.

This answer was recommended by the questioner.