I. Daily maintenance and management of the website
Second, the website marketing
A. Daily maintenance of the website
(1) website production and technical personnel management
(2) website content update and monitoring
(3) Internal and external technical support and backup
(4) Monitoring and troubleshooting of server and line operation
(5) Information feedback, questions from online and offline users.
(6) System upgrade of the website B. Maintenance and update of the website service function The service content provided by the website can be mainly reflected in several items on the first-level page: for example,
(1) Corporate News
(2) Product information
(3) Online orders
(4) Acting for heaven and earth
(5) Corporate culture
(6) Online Complaints In the sub-page (secondary page) of the above column, there will be multiple sub-columns, such as "enterprise news", which can be divided into industry news, express news, enterprise reports and other column categories. "Product information" can include consumer common sense, product knowledge, product description, promotion trend, new product booth and other sub-columns. In addition, the homepage can also provide auxiliary services such as "information retrieval" and "website navigation".
product information
★ Question 2: How do consumers get professional consumption advice? As far as the current professional websites are concerned, most of them provide consumers with consumption suggestions by soliciting manuscripts or abstracting, but there is still a lack of centralized and targeted consumer guide.
★ To solve the problem, firstly, the website (designated by the company) searches for all kinds of consumption information and publishes it, so that users can get the required information just by browsing the enterprise website. Secondly, give full play to the advantages of industry experts and consultants owned by enterprises, and do authoritative and credible consumer science popularization and guidance on the website.
corporate culture
★ How do dealers, agents and consumers know the strength, reputation, brand and other related information of the enterprise? E-commerce has brought people new opportunities to develop the online market, but at present, most enterprise websites are single in network contact, poor in communication with users and lack of functions.
The problem is how to let users in different regions conduct online transactions and book loans in batches through dealers and agents, which can save negotiation time and expenses. Sporadic purchases by consumers need the support of sales outlets all over the country. At present, most websites can't realize this function.
★ Solve the problem, set up an online trading area, and cooperate with the promotion activities of enterprises in various markets to conduct synchronous online ordering and sales. The fast information retrieval and website navigation service in the auxiliary service station can give people the impression that the service provided by the website is very meticulous and thoughtful. User registration can help enterprises understand the distribution of consumers' occupation, age, spending power and knowledge structure. Users are the foundation of any professional website. On the basis of serving users, you can gather the popularity of the website at the same time.
Generally speaking, to evaluate the value of a website, it is mainly to observe the number of clicks, the detention time of netizens and the number of regular customers, and use these data to measure the future customer base and market share of a website. However, websites often only provide information and professional knowledge that some netizens are interested in, and the fixed access rate of netizens will be low.
In order to achieve the original goals and objectives of the website, firstly, it should be positioned that the website will be a close collection of existing products and services. In other words, the website should not only maintain the market share, commodity sales and profits of existing enterprises, but also explore new customer resources and sales channels to increase the profitability of enterprises. These new services and commodity sales may be outside the business varieties of the original entity company. Entity companies can consider new products (packaging, shape, taste, color, concept, etc. ) It is suitable for online consumption under the premise of ensuring that the original enterprise's production capacity does not decline.
Second, the network company should inherit and expand the turnover of the original entity company, and gradually ensure that a certain turnover flows on the network, reflecting the value of the website. At the initial stage of the establishment of the website, there is no guarantee that all customers of the original enterprise can enjoy the services provided on the network. Therefore, it is necessary to select qualified customer groups and relevant preferential policies to guide online commerce and consumption. If conditions permit, you can also arrange the marketing system of the original company to develop and operate on the network.
Third, try to reduce the operation and maintenance cost of the website, and the website must rely on the continuous introduction of new online service functions to survive and develop. This requires a large number of excellent IT engineers to build and maintain. It will be a huge expense if the enterprise website specially sets up a technical development team. The network platform construction of network stations can be transformed into fixed assets and technical transformation investment, that is, only a small number of capable technicians are maintained, and engineering outsourcing is more conducive to reducing management costs.
Website marketing Website marketing management
A. Marketing strategy survey: regularly analyze the visitor flow and customer feedback information, adjust the website display content, and make new plans.
Website monthly operating cost report, return on investment analysis, competitor monitoring.
C. Compare profit sources and expenses incurred, and discuss market public relations as a growth point.
A. Promotion of the website itself B. Online promotion of enterprise products C. Promotion of the media public relations website itself After the website is established, people can directly see the content of the website no matter where they know the website of the enterprise. The question is, how do people find this enterprise's website among millions of websites around the world? This requires the promotion of corporate websites.
Website promotion method:
(1) Notify all old customers directly (telephone, fax, email);
(2) Print the company website and email; On all business cards;
(3) Promote the company's website in advertisements in newspapers, television and other media;
(4) Add company information to world-famous professional databases, such as China Import and Export Trade Network and Alibaba website;
(5) Register the company website in a famous search engine. Such as domestic search engines such as Sohu, Sina, Yahoo China and Netease.
(6) You can use high-traffic websites to promote yourself and publish Banner and Logo advertisements.
(7) Exchange friendship links with friendly websites. Online promotion of enterprise products
1) Conduct advertising and marketing activities such as new product promotion, prize promotion and free trial for registered users on the website of this enterprise. Update the theme of the page to match the promotion of the local market and the shop-laying process of chain shopping malls to attract visitors' attention.
2) Conduct online, media and market synchronous consumer forums, fashion topic discussions, commodity knowledge lectures and other activities. And feedback the publicity effect of three forms on the website in time.
3) Launch related activities such as "Paying attention to social welfare", "A certain product brand cup cultural and sports competition" and "Consuming new fashion" with news media and other websites to enhance the brand image of the enterprise and expand the popularity of the products in the market.
4) Promote enterprise products on other influential websites. The virtual "image messenger" of the media public relations website regularly transmits and publishes enterprise trends to the media through e-mail, and invites the media to visit and interview enterprises, distributors and websites; Strengthen communication with traditional news media with authority, high credibility and wide influence, cooperate with the media in the name of the website and adopt articles with each other; Ensure the timely update and release of news information in the station, so that the activities of the enterprise website can always keep pace with the production and business activities of the enterprise. With regard to the formula and caliber of external publicity of enterprises and their products, we should pay special attention to: which formula is more suitable for enterprise needs and market publicity must be clearly determined and infiltrated into consumers as the main concept. Timely use of online and offline new and old resources to cooperate with each other to carry out reasonable, effective and measurable advertising for products, form a new integrated publicity model, and take the lead in establishing an all-round marketing environment for enterprises regardless of regions.