[China Glass Network] A large enterprise, including some international logistics companies, has nearly 100 branch companies nationwide, and there are many cooperative companies abroad. The operating systems include domestic express mail, domestic logistics, land transportation, shipping, air import and air export. Customs declaration, settlement, finance and other places require software to support, and the information department specializes in the development of less than 10 people. Even now, there are 3 government administration stations, 4-5 yellow pages, 3-4 different versions of B2B websites, and 2-3 media consumption information websites, just over 10 people. The team (development, content management of the website), including large websites such as Microsoft and GOOGLE, does not require a lot of people to develop a project. For website operations, the increase in staff is more in the number of editors. The planning of the proposed website is actually similar to the role of the project manager or product manager. The number of the website is not too large, and its role is very important. When the boss of a company is stronger than the planning of the strategy, then the planners who configure and cooperate with the implementation can do it. In other words, the middle layer needs to play a role.
As a website operator, when it is in the middle of a project, it needs a more comprehensive knowledge, which is what the website planner must understand. Compared with the traditional publication market, the website has a very big difference. It is not to solve the problem when the traditional things are moved to the website, because the website involves the spread of the website, the expression mode, the impact of the website, the momentum, and the visitor’s Thinking and habit patterns, promotion models, brand communication modes, host security, editing modes, editorial communication modes, and many of these changes require the integration of website planning. Of course, some people are very dissatisfied, and think that the design is very beautiful and has achieved its goal.
As a website planner, you must have the following knowledge and apply it to the planning and daily operations of the website. The websites and operations mentioned in the following hearing network refer to websites that are not targeted at sale.
1. Knowledge of marketing 1) The development of the core competitive strategy of the website.
The development of a website's core competitive strategy is to examine the time of project sustainable operation, expected revenue, cut-off perspective, cost, analysis of competitors in the market, competitors' products, and strategies to compete with competitors for the market, policies and The social environment, its own internal organizational structure, Michael Porter's three basic strategies, five-force analysis model, value chain and other knowledge must be mastered.
2), positioning and market segmentation website need to be seen to whom, how to carry out the business around these groups, how to plan the page, what they care about, what they think. I like to divide the group into: the rich class, the middle class, the petty bourgeoisie, the junior, the students, and then plan around the target group for different orientations. The market segmentation is ever-changing, and other people's successful experiences can be taken over, and with the results of their own thinking, there are different outlets. The way of thinking determines the way out.
3) The goal of the market sales website is to make a profit. This benefit can be the benefit of the society, it can be an economic benefit, or it can be a brand benefit. For the different modes of the website, the design of the framework of the webpage, the content and the arrangement of the columns must be built around the goals of the website. For example, the goal of B2B is to join members in the network, it is necessary to put things that can be moved into the network in more important places. For example, online shopping malls should impact the viewers with more attractive things (including promotional information). How to develop new business solutions to develop new customers...
4), brand, channel, direct sales ..... and other website business to carry out business knowledge that needs to be considered.
5), business sense, must be instilled into every page of the website, every icon, every person.
2. Knowledge of communication and network promotion
The website, as a shrinking media, has built a channel of communication when it is connected to the Internet. Traditional communication can be constructed by means of distribution, and the communication on the network, that is, the elements of active communication, can also be spread by means of search engines. Like exchange links, and those website exchanges (such as PR, content), such as email marketing, search bidding, SEO keyword selection basis, how to organize event marketing, etc., it is necessary to master the communication principle of Internet media, with less Money is more effective.
3. Knowledge of psychology
The product price positioning of the website, the sales process of the website, the design of the page, the UI of the page and the UE, the process of the website, the background of the website, the use of the community, and the use of IM tools are many related to the user's usage habits. Changing the user's usage habits is a thankless thing. When planning, do more empathy, think from the customer's point of view, think from the perspective of the website's viewers, think from the boss's point of view, from everyday Think about the editing angle of the operation. Maybe a simple plan for you, reducing the workload of many people. Now many people are advocating UI and UE, as if there is no UI and UE, the website is broken. The point of view is to adjust the function and guidance of the page according to the user's usage habits. In order to collect more information and forcibly guide the user, the collected information may not be accurate. It is meaningless to talk about UE. The viewers will analyze the case and grasp the weakness of human nature in order to adjust the page.
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