I. Network analysis

1, website traffic analysis

Installing a set of traffic statistics system can clearly judge the effect of all marketing methods of the website at present, and can also analyze:

(1) Traffic route statistics

You can clearly count the year, month, day and passenger flow of the website through what channels. The effects of various promotion methods can be clearly judged.

(2) Browse the page and analyze the portal.

It can be judged which page in the website has been visited many times, and it can be analyzed from which page the passenger flow entered the website.

(3) Regional distribution of passenger flow

Clearly analyze the regional distribution of website visitors, and show the proportion of vagrants in each region with charts.

(4) Search engine and keyword analysis

Analyze the proportion of traffic brought by various search engines, and through search, we can analyze which keywords the passenger flow of the website has come.

(5) customer analysis

You can analyze information such as the operating system used by the client.

2. Website page analysis

Overall analysis of (1) homepage

(2) Page tag analysis

(3) Hyperlink checking

(4) Analysis of browsing speed

(5) Analysis of source code design

3. Website application technology and design analysis.

(1) Analyze whether the current technology is reasonable.

(2) Analyze whether the website structure is reasonable.

(3) Analyze whether the website design is friendly and readable.

4. Basic analysis of network marketing.

(1) keyword analysis

(2) Analysis of search engine registration.

(3) Search engine ranking analysis.

(4) Link exchange association.

(5) Analyze the main methods of network marketing.

5, website operation analysis

(1) Network Investment Analysis

(2) Analysis of website operation strategy

Second, website optimization

1, website structure optimization

Website navigation and page layout optimization

2. Web tag optimization

TITIEL keyword tag, webpage introduction tag, picture annotation and other optimization.

3, web page weight loss compression

Special web page weight reduction compression software compresses the web page system to improve the speed of page traffic.

4. Hyperlink optimization

Hyperlink Structure, Hyperlink Annotation and Hyperlink Path Optimization

5, page content optimization

Adjust the content of the home page, optimize the layout, and make the content easier to read.

Third, website promotion.

After a comprehensive analysis of the website, we choose the network promotion method. Among many methods of network promotion, the most important one is search engine ranking. Because other methods are expensive and short-lived, they can bring you high-quality traffic for a long time after ranking well in search engines. 80% of the traffic of a website is brought by search engines.

1, search engine ranking

(1) keyword selection

(2) Search engine login

Including Google, Yahoo, MSN and other hundreds of search engines at home and abroad.

(3) Search engine ranking

Through our professional SEO optimization technology, the website is optimized as a whole, so as to rank as many words as possible in various search engines and improve the traffic of the website.

2. Exchange of related links

Exchange friendly links with related websites.

3. Online advertising

In the course of website operation, it is suggested to put some effective online advertisements.

Template (1)

Shaanxi online human resources market network is the service website of Shaanxi Oriental Talent Exchange Co., Ltd., which is responsible for the promotion of job fairs and post-meeting services. In order to expand the popularity of this website, establish the brand image of this website, make it form a certain popularity and credibility among job seekers and employers, and let the public know, recognize and use all kinds of recruitment and job search services provided by this website. Therefore, this plan is formulated, and the specific matters are as follows:

First, the publicity theme: Shaanxi online human resources market network

Second, the publicity objectives:

(A) improve the social image of "Shaanxi Online Human Resources Market Network" and expand its popularity.

Degree, promote the characteristics and ideas of this website.

(2) Improve the recruitment and job-seeking business of "Shaanxi Online Human Resources Market Network".

(C) Shaping the brand image of "Shaanxi Online Human Resources Market Network"

Attract more job seekers and employers.

Third, the status quo analysis

The following is just a simple understanding and analysis of personal website operation.

The current recruitment mode, especially the on-site recruitment mode, can no longer meet the needs of job seekers and employers, and now online recruitment has become a new recruitment mode. Using the Internet for recruitment and job hunting has been gradually accepted by job seekers and employers. Well-known recruitment websites such as 5 1job, Zhilian and ChinaHR.com have been deeply rooted in people's hearts. Shaanxi online human resources market network is also a job-seeking website. At present, this website has not been really accepted by job seekers and employers, and it has not brought considerable benefits to the company since its operation for one year. The main reasons are as follows:

(1) The publicity method is single. It's not enough for us to just distribute leaflets. In addition, the content of the publicity card we made is mainly based on on-site job fairs. Did not play the role of website promotion. In this regard, I have consulted many times and learned that many job seekers can't understand the true intention of cards, and more employers refuse to accept such promotional cards. So far, our company has distributed about 20,000 cards at major job fairs, but the effect is not satisfactory. According to the background registration statistics, the number of registered individuals does not exceed 100, and there are only a handful of registered enterprises.

(2) the content is not rich enough. The quantity and quality of resumes on this website are far from meeting the needs of employers. Our resume sources are basically resumes collected at the venue and copied from other websites, which is far from enough. The recruitment enterprises on the website are all enterprises that have participated in on-site job fairs, and they can't meet the requirements of many job seekers in terms of quantity and recruitment positions.

(3) Lack of manpower. In order to update a sufficient number of individuals and enterprises every day, it is necessary to increase the number of people who maintain the website. Only in this way can we meet the needs of job seekers and employers.

Fourth, the way of publicity.

(2) Traditional propaganda

Judging from the current comprehensive situation of our company, we can't take all-round publicity, but we can choose individual ways to focus on publicity. Gradually expand publicity, and finally achieve our propaganda purpose.

Seven. The person in charge of the activity and the main participants

Person in charge of this publicity activity: Teacher Chen.

Organizer of this publicity activity: Gu

Participants in this publicity activity: all members of Shaanxi Oriental Talent Exchange Co., Ltd. Time: 20xx165438+1Tuesday, October 2.

Planner: Gu

Template (2)

First, product analysis.

Xx is a new clothing industry that combines classical art and modern trends, and its sales range includes women's wear of all ages.

Second, the development of women's clothing industry.

There is no doubt that women's clothing occupies most of the whole clothing market, and the natural sales of women's clothing have become an important selling point of clothing industry profits.

Generally speaking, the development trend of women's clothing stores can be roughly divided into two directions. One is a women's comprehensive clothing store, which sells all fashions from small commodities such as pants and socks to dresses, and the customer level is fan-shaped. The other is a specialty store, represented by small commodities, which is limited to a certain commodity group of women's wear. The women's wear in this store is relatively simple, and the customer floor presents a cross section.

In the past, the target groups of women's clothing stores were mainly professional women and young women, aged between 20 and 30. However, in today's society, fashion is not only the patent of young women, but also middle-aged and elderly women are increasingly eager to relieve their psychological pressure with the help of fashion sense of the times. Therefore, the middle-aged women's clothing market has great room for development. Therefore, we position xx as a women's shopping network that can satisfy all ages as much as possible.

Third, the purpose and functional orientation of building a website

1, mode positioning: B2C

In view of the actual situation of the website, xx can gain an advantage in the price competition because we have adopted the strategy of differentiated channels-direct sales. Because we adopt the strategy of direct selling, we are directly facing the vast number of consumers. Our website will not only sell clothes online, but also provide professional clothing knowledge, fashion trends and other information. Therefore, the mode positioning should be consistent with the website positioning, so the mode positioning is B2C.

2. Content positioning: provide clothing online sales and clothing information.

To build an Internet brand, we must first analyze the market demand. At present, netizens surf the Internet for information (53. 1%) and entertainment (24.6%). Network marketing is to build an image and a relationship by providing a service to consumers based on the website.

(1) provides online clothing sales with a relatively complete range, trying to cater to women of all ages. And regularly provide the latest clothing, jewelry and other information, we will also set up commodity ranking, brand promotion and other columns on the website to make the website more informative.

(2) Personalized service. If clothing sales websites want to break through, they should provide customers with some personalized services that other websites don't have, because now is the era of emphasizing personalization, and through personalized services, they can establish stable and long-term relationships with consumers. And this personalized service is also one of the selling points to promote our website.

Fourth, website content planning.

According to the purpose and function of the website, the general enterprise website should include: company profile, product introduction, price information, contact information, online ordering and other basic contents.

(1) Company Profile and Product Introduction

Xx is a private company founded in 20xx, focusing on the clothing industry. The company's products are a new clothing industry that combines classical art with modern trends, and its sales range includes women's wear of all ages.

(2) Price strategy

In online marketing, price is still a very important factor to impress consumers. On our website, the main pricing strategies are:

A. online collective bargaining: consumers can join "collective bargaining". When the number of people who buy a commodity collectively reaches 6, they can get a 10% discount, and when they reach 10, they can buy commodities as low as 20%. The value of collective bargaining lies in that it can make merchants get more consumers, and it can also really provide tangible benefits for consumers, so as to better retain customers.

B, member discount strategy: As long as customers buy a certain amount online, our customer system will automatically classify them as VIP members, and once they become our VIP members, they can enjoy discounts when purchasing.

C, flexible pricing strategy: Because most of our websites are for women, on some special days, such as Women's Day, Mother's Day and Girls' Day. We can implement ultra-low price strategy for some commodities or give small gifts to attract more customers.