First, the market analysis before the website construction
1. What is the market of related industries? What are the characteristics of the market? Can the company conduct business on the Internet?
2. Analyze the main competitors in the market, the online situation of competitors and their website planning and functions.
3. Analysis of the company's own conditions, company profile, market advantages, what competitiveness can be improved by using the website, and website construction capacity (cost, technology, manpower, etc.). ).
Second, the purpose and functional orientation of building a website
1. Why build a website? Is it product promotion, e-commerce or industry website? Is it the need of enterprises or the extension of market development?
2. Integrate company resources and determine website functions. According to the company's needs and plans, determine the functions of the website: product promotion, network marketing, customer service, e-commerce, etc.
3. According to the function of the website, determine the purpose that the website should achieve.
4. The construction of intranet and the expansibility of website.
Third, the website technology solutions
According to the function of the website, determine the technical scheme of the website.
1, use a self-built server or rent a virtual host.
2. Select the operating system, unix, Linux or windows 2000/NT. Analyze the input cost, function, development, stability and safety.
3. Adopt systematic solutions (such as enterprise Internet access solutions and e-commerce solutions provided by companies such as IBM and HP)? Or develop it yourself.
4, website security measures, anti-hacking, anti-virus programs.
5. Development of related programs. Such as web programs ASP, JSP, CGI, database programs, etc.
Fourth, website content planning.
1. Plan the content of the website according to its purpose and function. The general enterprise website should include: company profile, product introduction, service content, price information, contact information, online ordering and other basic contents.
2. E-commerce websites shall provide member registration, detailed commodity service information, information search and inquiry, order confirmation, payment, personal information confidentiality measures and related help.
3. If there are many columns on the website, you can consider using a website programmer to take charge of the relevant content.
Note: the content of the website is the most important factor to attract visitors to visit the website. No content or useless information will attract visitors who browse in a hurry. The information people want to read can be investigated in advance, and people's satisfaction with the content of the website can be investigated after the website is published, and the content of the website can be adjusted in time. Type 2
A professional website is built on the premise of reasonable website planning, which includes both strategic content and tactical content. Website planning should be considered from the height of internet marketing strategy, and tactics serve the strategy. Website planning is the basis and guiding principle of website construction, which determines the development direction of a website and has guiding significance for website promotion. Network marketing planning focuses on the promotion after the website is released, and website planning focuses on the problems in the construction stage of the website. However, the purpose of website construction is to meet the needs of network marketing. Therefore, we should look at website planning from a global perspective, and integrate the planned marketing means in the website planning stage, instead of waiting for the website to be ready before considering how to do marketing. The content of website planning is also of great significance to network marketing planning, which has the same important value as network marketing planning, and they cannot replace each other. The main significance of website planning lies in establishing the overall concept of network marketing, combining each link with network marketing objectives, enhancing pertinence and avoiding blindness.
Basic content of website planning
According to different needs and emphases, the function and content of the website will be different, but the basic steps of website planning are similar. Generally speaking, a complete website planning book should include the following contents:
1. Purpose of website establishment
This is the core issue in website planning, which needs to be very clear and specific. The purpose of establishing a website is also a problem of target positioning of the website. The function and content of the website, as well as various website promotion strategies, are all aimed at achieving the expected purpose of the website. The purpose of establishing a website can be varied, such as online direct selling, product information dissemination tools, information intermediary services, education and training. Different types of websites have different ways of expression and implementation.
2. Domain name and website name
A good domain name is of great significance to the success of network marketing. The website name is as important as the domain name. Domain name and website name are important contents that should be considered in the website planning stage. Some websites discovered that the domain name or website name was inappropriate after being published for a period of time and needed to be changed again, which was not only troublesome, but also almost worthless in the early promotion work, and also caused some damage to their website image.
This phenomenon is very common in some early websites, such as Sohu (sohu.com
)
Second hand sohoo.com.cn.
As a domain name, Netease (netease.com
) Formerly known as nease.net.
Sina's early domain name. Com(sina.com.cn) is srsnet.com.
. Although these websites have now developed into well-known domestic portals and successfully listed on NASDAQ, we can also see the detours we have gone through from the evolution of their domain names, which deserves our serious consideration and reference.
3.
The main functions of the website
After determining the goal and name of the website, it is necessary to design the function of the website. The function of the website is tactical, in order to achieve the goal of the website. The function of the website is the basic embodiment of providing services for users. Generally speaking, a website has several main functional modules, which reflect the core value of a website.
4.
Website technical solutions
According to the function of the website to determine the technical scheme of the website, we should focus on the following aspects:
(1) Whether to build a website server or rent a virtual host.
(2) Select the operating system, unix, Linux or windows 2000/NT. Analyze the input cost, function, development, stability and safety.
(3) Adopt systematic solutions, such as enterprise Internet access solutions and e-commerce solutions provided by companies such as IBM and HP, or develop them by themselves.
(4) Website security measures, anti-hacking and anti-virus programs.
(5) Development of related programs. Such as web programs ASP, JSP, CGI, database programs, etc.
5.
Website content planning
The content of different types of websites is very different, so there is no fixed format for website content planning, which needs to be formulated according to different types of websites. For example:
The website content of general information publishing enterprises should include: company profile, product introduction, service content, price information, contact information, online ordering and other basic contents;
E-commerce websites should provide services such as membership registration, detailed commodity service information, information search and inquiry, order confirmation, payment, personal information confidentiality measures and related help.
A comprehensive portal divides different content into many independent or related channels, and sometimes the content of one channel is equivalent to the function of an independent website.
6.
Website testing and publishing
After the website design is completed, a series of tests should be carried out. When all the tests are normal, it can be officially released. The main test contents include:
(1) website server stability and security;
(2) Whether all kinds of plug-ins, databases, pictures and links work normally;
(3) Web page download speed under different access rates;
(4) Compatibility of web pages with different browsers;
(5) The performance of web pages in different displays and different display modes.
7.
Website promotion
Website promotion activities generally occur after the website is officially released. Of course, it does not rule out the possibility that some websites will start to publicize during the preparation period. Website promotion is the main content of network marketing. It can be said that most online marketing activities are for the needs of website promotion, such as news release, search engine registration, link exchange, online advertising and so on.
Therefore, in the stage of website planning, we should have a clear understanding and planning of future promotion activities, rather than considering what promotion means to adopt after the website is completed. It can also be seen that website planning is not only for the needs of website construction, but for the needs of the whole network marketing activities.
8.
website maintenance
After the website is published, it should be maintained regularly, mainly including the following aspects:
(1) Maintain the server and related software and hardware, evaluate possible problems and formulate response time;
(2) Update and adjust the content of the website to make the website maintenance institutionalized and standardized.
9.
Website financial budget
In addition to the technical scheme, content, function, promotion and testing mentioned above, the financial budget for website construction and promotion is also an important content. The construction and promotion of the website is largely restricted by the financial budget, and all planning can only be within the scope of financial permission. The financial budget should be based on the development cycle of the website, including a detailed list of all the expenses of the website.