Network analysis plan

Every website construction should not leave the main framework, so it will be very effective to conduct market analysis, then summarize and form a written report in the early stage of website construction, and conduct planned guidance and phased summary on website construction and operation. The following is the "Network Analysis Plan Book" that I carefully arranged for you. Welcome to read for your reference. Please pay attention for more details!

Network analysis plan (1) 1. Market analysis and website positioning of website construction

We put market analysis and website positioning together in the first chapter, because they are related. We should position and adjust the website according to market analysis. At the same time, it is necessary to analyze the service object of the website.

Market analysis:

Portal:

Portal includes comprehensive portal, e-commerce portal, industry portal and information service portal (here we classify bbs as comprehensive portal; Classify blogs as information service portals). Take a portal website of auto parts industry that I have done as an example. In the initial stage of website construction, market research is conducted to find out what auto parts websites in the same industry have, what are the main columns, what are the special services, how to develop them and so on. Then choose their columns, and then establish columns according to their own characteristics. After determining the column of your own website, you should also screen the websites outside the same industry to find out the websites with complementary contents, so as to link and cooperate in the future promotion. After having a general understanding of the development of websites in the same industry, check what advantages and disadvantages you have according to the actual situation, and then locate the website.

Company website:

The market analysis of enterprise websites is relatively easy, because the purpose of establishing websites is nothing more than to better publicize the enterprise itself, occupy a place in Internet marketing, provide technical support and online interaction of products, thus better serving customers and improving enterprise profits. The idea of enterprise website construction can refer to websites that have done well in the same industry, but at the same time, it should be adjusted according to its own development, and it must not be blindly followed. Enterprise websites can also find some complementary websites in the same industry to link.

Personal website:

Personal websites are often similar in content, but there are also some personal websites that can be ingenious and adopt unique website types, which can usually achieve miraculous results. Generally speaking, personal websites do not attach importance to market analysis, but large and medium-sized personal websites should conduct market research like portals.

Website positioning:

After the market analysis is finished, there will usually be a summary. Then you should have a clear understanding of the website you want to do, and make a good goal and positioning.

Website objectives:

Website goals include short-term goals and long-term goals. Only with targeted websites can we understand the development of websites in the process of website construction and operation, and formulate specific measures according to specific conditions. Goals can be divided into many forms, such as Alexa ranking: how many people will be ranked after one month; How many people are in the back row for half a year; How many people are in the back row in a year and so on. It can also be divided in the form of profit: how much profit can be realized in a month; How much profit after half a year; How much profit will there be after one year and so on. Similarly, it can also be divided by the number of members, information, website traffic, pv value, etc. However, it should be noted that the goal setting must be based on the actual situation and effective reference materials, not blindly. It seems unrealistic for a newly-built station to reach the top of the world in one month 100 (unless you find a very powerful optimization company).

Analysis of website service object:

What can't be ignored in website construction is: "Who is providing services on this website?" For this problem, so website builders should pay attention. In website construction, we usually compare the service objects of websites, which are divided into the first echelon service objects, the second echelon service objects and other echelon service objects (of course, for some web2.0 websites, this analysis is unnecessary).

First echelon service target: highly dependent on our website, or the main target of our website service content. For example, the first echelon of the auto parts website serves auto parts suppliers, auto parts buyers and auto parts trading companies.

Second echelon customers: interested in our website, or substitutes for the first echelon customers (so the substitutes for the first echelon customers are some enterprises or individuals who should be the first echelon customers, but don't understand the website and don't agree with the Internet. They may become the first echelon service object at any time), or some enterprises and individuals that complement the industry.

The third echelon service target: including industry researchers, scholars, news media, etc.

Second, the content construction of the website

After the market analysis, research and positioning of the website, what we need to do is the basic construction of the website, including the design and production of the homepage of the website and the background programming of the website, as well as the website testing and uploading after the website is completed.

Website design:

Website design is mainly to make the homepage of the website. The so-called popular front desk design is the part that visitors can see, that is, the webpage. For different types of websites, the foreground design may be slightly different.

Portal website: The portal website is designed to be simple and friendly, and the opening speed of web pages should be pursued. The home page of a portal website is usually concise, leaving a little unique style, and retaining individuality and originality without affecting the speed of the web page.

Corporate website: There are usually three situations in the design of corporate websites. The first is a static or semi-static template generated by website production software. This kind of website usually has nothing unique and is generally not easy for visitors to remember. Second, some Internet service companies set up so-called "standard homepages" for enterprises, which use a lot of picture elements and animation effects, which seriously affects the opening speed of websites. Such websites, like some personal websites, pursue gorgeous forms of expression. The third kind of enterprise website has a homepage similar to the portal website interface, which is beneficial to the opening speed of the website. The disadvantage is that there are few pictures, and it is difficult for people to remember without good design ideas.

Personal website: Personal website usually has two forms, one is a hobby-oriented non-profit website, which usually uses a lot of pictures and pursues dazzling feeling. One is a personal portal established by a personal webmaster due to financial problems, which belongs to the same category as the design of the portal.

Website programming:

Website programming is the foundation of website security. A good program can greatly reduce the problem of adverse consequences caused by website attacks, and websites need professional programming technology. Generally speaking, the popular programming languages of websites are as follows: JSP, ASP,. NET, PHP and so on.

The programming language of website construction is an option, and programming in the selected language is the basic function of the website. Usually, websites have these basic systems: news release system (information release system), product release system, membership management system, advertising management system, traffic statistical analysis system and so on. The specific functions of each system will be described later.

Website testing and uploading:

After the design and programming of the website are completed, we will test and upload the website. First, upload the website to the website space, then test the website, and also test the website space. Generally speaking, website testing needs the completeness of website pages, the complexity and completeness of website programming code, the link speed of website space and the stress test tolerance of website space.

Website content filling:

The website is ready and tested. Can it be promoted immediately? The answer is, of course, "no!" The website has just been made, and there is no content. How to promote it, who will watch it? So the next step of the test is to fill the database of the website. Fill the database with your own original articles, or articles extracted from the internet and books, at least let visitors feel that your website is not online today. At the same time, the more content your database is filled with, the more pages will be collected by search engines, which is also of great benefit to the next promotion.

Third, the promotion of the website

Website promotion is a particularly important part of website construction. If the promotion is done well, it can be said that the website construction has been successful for more than half. So how to promote it? What are the promotion methods? Let's see: free promotion method:

Friendship link: To make friendship links with other websites, it is best to find a website with higher PR value than yourself.

Log in to a free search engine: Let all search engines include your website, so that your website can be found by other enterprises or individuals on the Internet.

Forum advertisement: Go to various forums to advertise your website.

Mass promotion: use qq group software or email group software to promote.

Viral promotion: This kind of promotion usually needs to make great efforts before promotion and do something attractive for network communication. Such as pictures, program codes, commonly used software, etc.

Join the navigation website: Joining the navigation website is beneficial to promotion, but some famous navigation websites need to log in.

Paid promotion method:

Search engine keywords: do keyword promotion in more famous search engines.

Activity promotion: If you are doing some big portals, you can choose to do some activities promotion, such as free membership month and so on.

Online advertising: do online advertising and advertise on websites with large traffic.

Traditional propaganda methods: Although the Internet is developing faster and faster, traditional propaganda methods still dominate, so the establishment of TV advertisements, radio, brochures and other propaganda has obvious promotion effect on the website. Promotion of manufacturing events: More and more people find that the fastest and most effective thing in the Internet age is actually hype. Intentionally creating events related to your own website (especially explosive events), the website's publicity and communication speed is very fast.

Internet cafe home page: If you have the ability, this promotion method can be completely free. Setting up IE homepage for your website in Internet cafes will bring you huge and stable traffic.

Fourth, the operation of the website

Let's not talk about "non-profit" personal websites and service-oriented websites here. We must talk about how websites are profitable. In addition to website marketing, website operation also includes management.

The profit means of the website:

1 membership system

2 advertising fees

3 transaction commission

4 Information content charges

5 SMS fee

6 website derivative project charges

Website management:

1 It is necessary to study the development of the website and make directional decisions.

It is necessary to sort out the fees absorbed and paid by the website.

The content and layout of the website need to be maintained and updated.

4 Need to promote the website.

We will carefully analyze the specific profit means and management content later.

Verb (abbreviation of verb) website investment and risk analysis

This problem must be considered before any project is done, not just the website problem. Here is a brief explanation, and it will not be involved later. Generally speaking, investment includes fixed assets, operating expenses and working capital.

Investment in the website:

Fixed assets: For websites, fixed assets mainly include servers, hardware firewalls, switches, routers, cabinets and so on. I think anything that can be counted as fixed assets should be counted as fixed assets as far as possible, such as domain names and the like. Because if it is a commercial website, fixed assets can offset part of the tax.

Operating expenses: Operating expenses mainly include the daily expenses of the website, such as publicity and promotion expenses, staff salaries (of course, including the living expenses of individual webmasters, hehe), utilities and so on.

Liquidity: Let's not talk about this. We must be ready at all times. The website can't stop when it should, but start when it should. There is still a difference between it and a small grocery store. The stability of the website is very important.

Investment risk analysis:

Before making a website, first analyze the feasibility of website construction, and then consider the risk of investment. It is necessary to estimate the income statement of investment and calculate the payback period of investment.

Network analysis plan (2) 1. Positioning of online stores

(1) Planning background:

The Internet has been in China for only ten years, but great changes have taken place. The Internet age in China is developing rapidly under the background of "post-80s" and "post-90s". It is the unique growth experience and values of the new generation of China youth that make the Internet ubiquitous and a hundred schools of thought contend today. At the same time, the convenience of network communication, extensive interaction and various novel ideas make the influence of the younger generation play to the greatest extent.

(2) Basic information of online shop

1. Store name: fashionable women

2. Customer service QQ:* * * * *

3. Email: [Email? Protected]

(3) Business model

Mixed operation refers to a business model that focuses on one type of operation and is supplemented by peripheral products related to the main variety.

(4) Main commodities

Bags, clothes, shoes and other products for girls.

(5) Product features

We directly contact manufacturers and choose their good products to supply consumers.

(6) Color characteristics

We choose the most popular colors and styles this year.

(VII) Positioning of online stores

The online shop is just a shop or sales platform of our enterprise, which mainly sells its own products. These products are all selected by us, which are more affordable and easier to gain the recognition and trust of consumers; With the support of enterprises, as long as the online store is refined, it will have a relatively large sales volume.

(viii) Customer orientation

1. The concept of fashionable women, the increasingly independent economy, and the improvement of consumption power; Young, energetic, energetic, free, free from life pressure and demanding quality of life, this is the largest customer base of our online shop;

2. Some things that can't be bought locally, many people will choose to buy online;

3. Small and medium-sized bag retailers or college students.

(9) Price positioning: Now the goods sold in online stores are the same, and everyone's competition is fierce. For a start-up online shop like ours, we can adopt such a pricing method: according to the cost price, we can take a moderate low price among similar goods on the Internet.

1. Price of main products: 100 or above. 2. Price of secondary products: 100. The following principles: don't pursue profiteering, but you can't be unprofitable, let alone unprofitable.

Second, the online store market analysis

Competitor analysis

As the saying goes, "Know yourself and know yourself, and you will win every battle." At present, we can't compete for first-line brands.

There are thousands of second-and third-tier brands, and most of them are playing at low prices. These are our competitors. Therefore, we should attach importance to reputation, provide real information for online shoppers, improve service quality, and enjoy an honest, lively, fashionable and efficient online trading culture.

(2) Risk analysis

1. Advantages: the supply is directly supplied by the manufacturer, and the supply is more abundant and the credit is higher.

2. Disadvantages: low popularity, insufficient innovation ability, initial establishment of management team, need to run in, and sales channels have yet to be established. The page decoration of Taobao shop, which is specially established for free, is very simple and unattractive, and it is difficult to have personality and characteristics.

3. Threats:

(1) Bad reviews from malicious buyers or competitors will seriously damage the reputation.

(2) It affects the transaction security, and the information and data transmission in the network makes the data stolen or destroyed; Damage in transit or incomplete carton packaging.

(C), marketing strategy

(d) product strategy

Find your own characteristics and make your own style and brand! (2) Price strategy: adopt low price strategy;

(5), online shop promotion and publicity

Due to the limitation of funds, online stores can't make any media advertisements in advance, so they can only use low-cost online publicity.

1. Store Credit: This is almost a must-see for every buyer before shopping. In the evaluation content, all the special offers and preferential actions in the store should be written out.

2. Taobao Want Want: Keep Want Want online to facilitate communication between the two parties.

3. Make full use of Taobao Forum, Baidu Post Bar, QQ, MSN, blogs, forums, emails, etc. For publicity;

(6) Online shop payment

We choose Alipay as the payment method because Alipay plays the role of credit intermediary in online transactions. Through Alipay transaction, both "cash on delivery" and "cash on delivery" are taken into account at the same time, reducing the risks of buyers and sellers!

(7) Store sales services

1. buyer evaluation guidance: after the transaction is completed, we should kindly remind the buyer to make a true and good evaluation.

2. Handle complaints with peace of mind: solve problems and consolidate the relationship with customers.

3. The choice of logistics mode:

The logistics companies we choose are: Shentong E Logistics, YTO Express and FedEx.

(8) Customer management

(1) Establish a customer database during the transaction to help us maintain customers, understand the professional or urban background of buyers, and help us summarize items suitable for different groups of people;

(2) Buyers with strong purchasing power should be the focus of our summary, and developing these groups to become loyal buyers will help expand business;

(3) Set loyal buyers as our VIP customer group and formulate corresponding preferential policies in the store.

Nine, store investment return analysis and planning schedule

The first stage: market research, looking for suitable sources of goods, quality and quantity; The second stage: Taobao website opening, decoration and maintenance;

The third stage: marketing promotion, gradually deepening the market, developing customers and enhancing the popularity of online stores; The fourth stage: get on the right track and run an online shop.

X. Negotiation-related matters

1. The expenses for setting up a new online shop include: camera, personal studio, tripod, background paper shooting, internet fee, electricity fee, postage fee, oil fee (transportation fee), communication fee, packaging fee (wrapping paper+transparent tape+packaging box+other filling materials) and so on.

2. The agreed method of notifying delivery; The method of payment by the buyer;

3. Negotiate related prices: online store sales guidance price, minimum transaction price limit, settlement price, delivery fee, etc. ;

4. Clear warranty terms; Negotiate and formulate the contents of return and after-sales service;

5. Photographing, matting, uploading, measuring product size, product description and other related matters;

I recommend it carefully.