? catalogue
I. Introduction
Second, the current marketing situation
Third, the market demand analysis
Four. Business development planning
Verb (abbreviation for verb) source of supply
Website promotion of intransitive verbs
VII. Division of labor
Eight, realize the function
Nine, network security management
X. cost budget
I. Introduction
With China's entry into WTO and the gradual deepening of global economic integration, online bookstores have become an indispensable business strategy for modern traditional bookstores. At present, online bookstores have diversified business functions that can be realized on the Internet. It can be said that from the most basic functions of external communication and display, information release, online book display, online negotiation, online trading, online purchase, online customer service and online website management. Almost all the functions of traditional bookstores can operate efficiently electronically on the Internet.
The progress of technology puts forward stricter requirements and challenges to the traditional online bookstore solution. In order to protect the investment of traditional bookstores, the online solutions of bookstores should meet the actual needs and development trends of traditional bookstores, so as to maximize the return on investment and management benefits. Before implementing the online solution, traditional bookstores must scientifically demonstrate a series of problems, such as the demand analysis of online bookstore planning, the function and implementation scheme of online bookstore system, the dissemination and promotion of online bookstore, the hardware and software configuration of operating online bookstore system, the management system and management methods of online bookstore, and so on. The quality of online bookstores directly affects the actual effect and economic benefits of traditional bookstores on the Internet, which is not only a technical issue, but also involves management factors.
There is no online bookstore in the university town that really sells books online. It can be said that there is a blank market in Zhangjiagang. Although Xinhua Bookstore and Wolf Ring Bookstore are the most representative traditional bookstores in Zhangjiagang, and they also have their own online bookstores, their sales focus is on the real market in Zhangjiagang, and no bookstore puts their main sales methods on the Internet. This fully shows that the online bookstore market in Zhangjiagang is blank. When it comes to this, some people may ask, isn't the network across space? Why compare the local market with the Internet? In order to survive, we must occupy the market in the fastest way. Slit survival, wise men win? For a newly established company specializing in online sales, you should be cautious in spending every penny. Without huge funds as the backing, it is necessary to distinguish what forms can achieve profitability in the fastest and shortest time. Therefore, in order to avoid the wrong sales like ordinary online bookstores, we study the best sales method, that is? Mouse+cement = local market networking? The mouse refers to the online bookstore. Cement refers to local market. Why do you say this? In the local delivery, it can be said that no website is faster than us. Even if our competitors are Dangdang or excellent, our delivery is the fastest in the local area, because the slowest delivery in the province is less than one day or even shorter. Who wants to spend money on shopping and wait for a week or more? Doesn't it take more time for customers to encounter quality problems? If we keep up with the service again, then I will be strong at home, because I am very professional and fast. This shows that opening an online bookstore in the university town is a very good project and has its own unique sales methods.
The establishment of online bookstore can also provide a convenient, cheap and efficient way for college students to buy books, promote cultural exchanges and help the country and schools cultivate outstanding talents, which has long-term social and economic benefits.
To sum up, online bookstores have become the only way for traditional bookstores in the Internet age.
Second, the current marketing situation
In China, everyone thinks that online marketing is a new online marketing model, which is a bit reluctant in view of the current situation in China and the quality and popularity of netizens. However, we should stand high and see far. In fact, there is still a lot of room for online marketing and great potential. Enterprises can greatly reduce investment and get quick results, which is the first choice for enterprises to do marketing. How to do online bookstore marketing in view of the current situation? First of all, we have to figure out a few questions: What are netizens reading online for? In fact, this question is not difficult to answer, of course, it is to study, find information or leisure, but what is the purpose of studying, finding information or leisure? There are many answers. Mainly to solve problems, aiming at two kinds of people, one is students, the other is employees at work, and the reasons are: work, life and study. So the starting point of our marketing is to help them solve such problems. How to solve it? Is the focus of our attention. It is the success of our online marketing that enables such people to find the most important information online as soon as possible. How to do online bookstore marketing? Let's talk about a topic. It is not easy for enterprises to shape their image on the Internet. At present, 1 and email marketing are most commonly used in enterprises, and the effect is not obvious. 2. Advertising, including advertisements of major portal websites and similar websites. I am optimistic about the ranking of search engines. The application of search engine in network marketing can be divided into the following points: (1) free login to classified directory; (2) Search engine optimization; (3) keyword advertising; (4) keyword ranking; (5) Web content positioning advertisement; (6) charge login classification directory; Through these methods, it is not difficult to see that it can be roughly divided into two categories. One is page optimization, and the other is login ranking. In view of the above points, the specific methods are introduced in detail:
How to optimize the website: An enterprise or individual website should not only have a good website, but also have promotion. No matter how good the website is, it is also rubbish. Therefore, to make a reasonable promotion, one of the key points of promotion lies in search engines. For example, if I type the word bookstore in Google, such as the Xinhua Bookstore we saw, there will be a large number of visitors. In this way, the popularity will be improved, and the turnover on the website will be greatly improved, which will bring benefits to the company. This is what I call promotion, but people will say, how much will we invest in this way? I can say that I don't want a penny, because optimizing the website reasonably is the best direction to promote optimization.
Third, the market demand analysis
1, demand analysis
Data show that the latest China Internet Development Report shows that the concept of online shopping is deeply rooted in China. 16.7% netizens often visit shopping websites; 32.5% netizens sometimes visit shopping websites; 38.6% netizens seldom visit shopping websites; 12.2% netizens never visit shopping websites. The report also shows that 37.8% of netizens have had online shopping experience in the last year. The main reasons why netizens choose online shopping are saving time, saving expenses, convenient operation and looking for rare goods. The top commodities in online shopping are books and periodicals, computers and related products, audio-visual equipment and products, daily life, household goods and services, and communication products. ? 14th Statistical Report on Internet Development in China? It is said that when asked whether online shopping will be conducted in the coming year, only 5.5% of netizens said they would definitely not; 24.6% of users said they would definitely; 33.4% of users said it was possible. Some people who are busy during the day choose to buy books online because compared with physical bookstores, online bookstores have no time and space restrictions and can buy books at any time 24 hours a day. In addition, with the powerful search function of the network, online bookstores have unparalleled convenience in finding books. The number of people who buy books in online bookstores is still relatively small compared with offline ones. First of all, they are worried about the safety of funds for buying books online and are skeptical about the credibility of online bookstores. The other is to buy books online, only to see the introduction of the book, but not the content. You can't determine whether you want this book or not through a quick glance, and confirm whether the book is bound and printed correctly. And this is also the place where traditional physical bookstores are superior to online bookstores. Traditional physical bookstores have fixed business premises, and there is nothing to say about transaction security. Many people want to buy books, they go to the online bookstore first and then go to the offline bookstore to buy them. They're just looking online. They also want to buy it online, but because they don't know whether it is suitable to buy it, they can't see the contents of the book online, but they can see the contents of the book online in the bookstore. Consumers who really want to buy books online are familiar with the contents of the books. Moreover, people who buy books online are generally proficient in computers, that is, younger consumer groups. White-collar workers, college students, high school students and people who are relatively familiar with computer operation. Because these people are busy at work, familiar with computers and advanced in thinking, they can accept buying books online and often shop online. However, consumers all have a common feature, that is, they like websites with high popularity and credibility. For example, websites like Dangdang and Amazon.
2. Market positioning of the website
This website will be established in * * * *, which mainly integrates the sales services of online bookstores to meet the needs of customers. This website is mainly engaged in online book purchase service to ensure the authenticity and reliability of information. We have a full range of goods. Our online bookstore mainly sells books such as computers, novels and economics, which are more suitable for the younger generation. At present, the Internet users are mainly young consumers.
We visited several major online bookstores and found that the price war of online books was filled with smoke. None of the front pages of these websites are eye-catching? Special price? 、? Discount? 、? 1 yuan area? Signboard, just a discount? Strength? It's different. Dangdang opened one? Price comparison system? That is, in the price comparison system, if the price of books on other websites of the other party is lower than that of Dangdang, Dangdang will automatically reduce the price to 90% of the other party. Not only that, Dangdang also launched? Buy 100 and get 150? Preferential activities, that is, you can choose six books worth about 150 yuan from the free books provided by Dangdang. As Dangdang's competitor, Joyo.com plays on the home page? You have the Flame Mountain, and I have a banana fan. Promotional advertising, with its books and audio-visual products of 10 kinds 1 yuan every day.
The relevant information of this website comes from book websites. Through investigation and analysis, it is confirmed that in order to promote the sales of small and medium-sized book websites, it is necessary to broaden their sales channels. Judging from the existing e-commerce websites, the styles reflected are mainly commodities, and this website is customer-oriented and has great development potential! Based on the survey of many online bookstores, 70% bookstores think it is necessary to develop corporate websites, but they don't have that much money to build their own websites. Accordingly, we decided to establish an e-commerce agency website for small and medium-sized bookstores, which will provide services for some books and provide customers with their product information. This can not only realize multi-enterprise networking, but also solve the problems of talent shortage and maintenance difficulties for enterprise networking.
3. Analysis of competitors
With the development of society, network information plays an important role in economic development. E-commerce is developing rapidly around the world at an unimaginable speed, and many enterprises regard e-commerce as the most important transaction means to gain competitive opportunities.
Competition can not only rely on giving a good price, but also provide convenience and attract customers' attention. Due to the lack of uniform price standards, online bookstores go their own way, and there are many pricing situations for the same book everywhere on the Internet. The market share competition of online bookstores is more cruel than that of traditional bookstores.
Judging from the existing domestic book e-commerce websites, most of them are not well planned and lack the necessary functional modules in design. For example, some websites have no feedback at all, some are poorly managed and can't get timely feedback, and the design is rough, which can only provide users with messy information and can only play the role of online advertising, but their design can't attract customers at all, which can be said to be a great waste of enterprise funds! Opening an online bookstore in Zhangjiagang has great competitive advantages. First of all, our book delivery is timely, because there is a big time difference between the purchase time and the book purchase of other online bookstores, which can attract some local consumers to the maximum extent. Secondly, buying books online can save a lot of time and money and is the first choice for many young consumers. However, due to lack of business and management experience, some problems may be difficult to solve. In addition, many consumers browse a lot of books online but buy very little, because they can't browse their contents roughly online, and they don't know as much as bookstores do. Therefore, we need to further improve and develop the construction of book bars.
4. Technical feasibility analysis
A. computer network server
Before the emergence of virtual hosts, the initial cost of purchasing servers was very high, and a certain hosting fee was paid every year. In this way, some large enterprises (companies) or government departments can build their own servers, but it is a pity for those small and medium-sized enterprises and small groups. The emergence of virtual host technology is a great contribution to Internet technology, and it is also the gospel of the vast number of Internet users. Because multiple virtual hosts share the resources of a real host, the hardware cost, network maintenance cost and communication line cost borne by each user are greatly reduced, and the Internet has really become an affordable network for everyone!
University City Bookstore is a small online bookstore that has just started, and it is short of funds and technology. We must rent a virtual server, because users don't have to be responsible for machine hardware maintenance, software configuration, network monitoring, file backup, etc. Users don't have to worry about the technical problems of using and maintaining the server, and they don't have to have special server managers, because these things are handled by Internet value-added service providers who provide hard disk space. At the same time, the virtual host also supports the most advanced technologies such as JAVA, CGI and database hook. So renting a virtual server is more suitable for us.
B. Website security
Make full use of all kinds of advanced host security technology, identity authentication technology, access control technology, password technology, firewall technology, security audit technology, security management technology, system vulnerability detection technology, hacker tracking technology, and establish multiple strict security lines between attackers and protected resources, which greatly increases the difficulty of malicious attacks.
C. enterprise internet access scheme
? Books from the university town, right? Adopt enterprise Internet access scheme. The core switch adopts ITS5608(8-port all-optical fiber). High-end switches have stronger scalability and performance, can provide 8 Gigabit ports, and can adopt GEC technology, which is enough to carry heavy data transmission. The secondary switch can be cascaded by ITS3 124S(24 ports 10M/ 100M, 2 gigabit ports and 3 stacked ports) and ITS324M(24 ports 10M/ 100M with network management function).
5. Website design needs analysis
First, establish a sound product information display system
How to establish a perfect product information display management system, the reasonable classification of products and the whole life cycle of products need a unified product data, and a list should be established to flexibly retrieve and query the latest product data, so as to improve the flexible reflection ability and management level of the enterprise market and greatly enhance the competitiveness.
B, establish a corporate image of honest management.
The most important thing for an enterprise or website is to give users a sense of trust, that is, to establish an image of honest management; ? Honesty? Sincerity means sincerity and honesty; Faith is keeping promises, keeping promises. Honesty is the basic requirement of an enterprise or website, and it is the source, foundation and development foundation of the reputation of an enterprise or website.
C, maintain a leading position in the market
If you want to get more customers and more marketers, you must have a certain position in the market. After you have a certain position in the market, you can get more consumers and marketers. Without a certain market position, it will be eliminated by the market.
Maintaining the leading position in the market is also our goal. It is also the main factor that determines whether it can be profitable. Therefore, if you want to make a profit, you must get the market.
Attract more customers
In order to attract more customers, we will provide short-term concessions, update information regularly, get to know customers, implement discounts and engage in promotional activities.
E. Provide more effective services to existing customers.
Do it. Customer first? Provide the best service for consumers. Do your best according to the requirements of consumers. Deliver what consumers need at the first time. This website promises? Customer first? .
Develop new business opportunities
In addition to selling all kinds of books, this website can also develop some new business opportunities, such as: all kinds of audio products, all kinds of software and hardware, learning CDs and so on.
G. Establish a perfect online service system.
On the Internet, we should provide a better service system, provide first-class service for customers and make them satisfied. Online and offline combination. Only in this way can we provide better online services for our customers.
Four. Business development planning
The main products in the first stage-mainly all kinds of teaching materials and second-hand books.
Scope-Zhangjiagang (large), the whole province and even the whole country (small)
The second stage is the all-round development of the network.
Verb (abbreviation of verb) sales channel
At present, almost all publishing houses hold a wait-and-see attitude towards online bookstores. Except for some large online bookstores, books are rarely supplied to other online bookstores in large quantities. In order to ensure the demand of customers, we will cooperate with Xinhua Bookstore to set up a temporary book supply station. Details are as follows:
First, establish a cooperative relationship with Xinhua Bookstore in the form of consignment.
Second, try to sell all the books in Xinhua Bookstore.
Third, all books will be provided.
Fourth, responsible for distribution.
Fifth, draw a certain commission according to a certain amount of sales and pay it to us.
The above matters have been preliminarily drawn up.
If we establish a cooperative relationship with Xinhua Bookstore, we will occupy the market as quickly as possible, and have our own distribution center and stable supply.
When the market share is gradually realized, we will directly establish our own supply with the publishing house.
Website promotion of intransitive verbs
6. 1 search engine promotion
Search engine is the most important way for users to learn about new websites. According to the data analysis of Internet market, more than 80% of website visits come from search engines. How to make our website appear in the prominent position of search engine results has become the primary task of our website. We use Google and Baidu search engines to promote the landing of the website, so that we can? Books from the university town, right? Search for top spears in peer websites.
6.2 Business Information Platform Release
Using global sources and various large-scale commercial platforms, the new products of our online bookstore in university town will be presented to customers in a timely and effective manner.
6.3 Industry contact
Search some peer websites related to this website extensively on the Internet, and link with them in the industry to increase the popularity of various industries.
6.4 mailing list
Use email marketing, establish your own mailing list, and promote the online bookstore of university city book bar through targeted and extensive emails.
6.5 Commercial Software Promotion
Through the use of network marketing business software, the information and product information of online bookstore in University Town will be released to the supply and demand platforms of major industries.
VII. Division of labor
The following is the division of labor among our team members:
Be in charge of this work
The project manager directs the whole development process of the project and is responsible for the development, construction, coordination, debugging and promotion of the whole project.
The marketing department conducts research and planning (including column design, etc. ) and planning (project feasibility analysis, demand analysis, project evaluation, quality management, etc. , and formulate business processes and design plans);
Technical planning process and design scheme, technical realization;
The art department beautifies the function page of the website and the cover design of all kinds of submitted documents, and makes online advertisements;
Collection and release of all kinds of information of the Secretariat, such as data collection and arrangement, typesetting, input and output of all kinds of documents (typesetting, printing and burning CDs according to the required format), uploading and downloading of all kinds of data, etc.
Eight, realize the function
(1) Take a series of measures such as membership system, identity verification and credibility index to ensure the success rate of the transaction.
(2) Powerful query function to quickly find the goods of interest.
(3) Shopping process for members: browsing, putting goods into shopping cart and going to cashier. Each member has his own shopping cart, and can order his favorite goods at any time to complete shopping.
(4) Perfect membership service function: you can query account details and order details at any time.
System maintenance: the administrator logs in in the background,
Order inquiry;
Processing orders;
Add, delete and modify goods online;
View and delete member functions;
Add, delete and modify commodity classification;
Advertising system management
Advertising playback system management
Operation process of background management module
Background management is divided into seven modules:
? merchandise control
? user management
? sort management
? information management
? General settings
? file management
? Other management
Nine, network security management
In view of the security risks on the Internet, in order to effectively prevent websites from being illegally invaded, ISP should strengthen the security management of websites. Network security management is mainly divided into four aspects:
1. Prevent unauthorized access. This is the most important problem of computer security. Preventing unauthorized users from entering the system, user awareness, good password management, recording activity records and reports, and regularly checking users and network activities are all keys to preventing unauthorized access.
2. Prevent leakage. This is also an important issue of computer security. Preventing authorized or unauthorized users from accessing important information, file system audit, SU login and reporting, user perception and encryption are all keys to prevent leakage.
3. Prevent users from rejecting the management of the system. Security in this respect should be done by the operating system. Users who try to use too many resources should not damage the system. Unix system can't restrict users' use of resources well. A user can use the entire disk space of the file system, but Unix can hardly prevent users from doing so. System administrators had better use PS command bookkeeping programs DF and DU to check the system regularly. Find out programs that take up too much CPU and files that take up too much disk.
4. Prevent the loss of system integrity. This is related to the practical work of a good system administrator (such as regularly backing up the file system, running FSCK check after the system crashes, repairing the file system, and detecting whether users may use the software that caused the system crash when there are new users) and maintaining a reliable operating system (that is, users can't crash the system frequently).
In order to prevent the loss caused by hacker attacks, it is necessary to set up protective measures on the overall architecture of the network, that is, to establish three gates for all resources: an authentication server, an authentication client and a handheld token.
Authentication server is mainly used to identify users, and only authorized users are allowed to access network resources. For users who access network resources remotely or directly through gateways, centralized control and management should be carried out. Authentication server has established a line of defense in accessing network resources.
X. cost budget
Domain name fee: free of charge
Server: 50,000/set
Work computer: 4,000/set, 3 * * *12,000 yuan.
Other expenses: 5,000 yuan
Venue rent: 700/ month * * * 700/ month.
Employee expenses: average per 1500/ month; 5 people * * * 7500/ month
Hydropower: 200/ month * * * 200/ month.
It is estimated that the one-time investment will be 67,000 yuan.
In addition, the monthly expenditure is 8400 yuan. The average daily expenditure is 280 yuan, which means that the daily profit must reach 280 yuan to maintain the operation of the whole website.
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