Section on the site planning and market analysis
Chapter I: Highway Network Overview
a space for development: traffic engineering industry, there are several trillion annual procurement and construction scale of China's economic development from time to time, in the national macro-policy support, as well as the growth of social capital to keep investing, traffic engineering industry is to maintain growing up with the higher momentum, and in the fierce market competition, information services will be an important competition in the industry code of law, as a professional service provider for the traffic engineering industry, information services industry, the road network is undoubtedly a gold mine on the Internet .
2, the road network concept:
extended service concept -------" traffic better life, the road network services to a harmonious society. " Tree service awareness, doing a harmonious company.
development philosophy -------" road network, pass the world. "
namely the building of an open mind wide open all-round comprehensive authority of major industry sites. With solid and profound technical expertise and sufficient conditions are familiar with the industry, based on the market through in-depth and detailed investigation and analysis, followed by information technology, the social trend of e-business development, integrating social and corporate resources to enhance the speed of information exchange industry to expand the scope of trade exchange to improve the efficiency of business operations, construction and integration into the industry supply chain, thereby enhancing the development of the industry efficiency, effectiveness and efficiency.
3, the road network positioning: "Highway Network" web site positioned itself as an industry-based B2B e-commerce sites, mainly for roads, road and bridge and related transportation construction industry with industry information releases, industry technical information visit the download, the industry supply and demand information release, trade and technological exchanges and other business services.
4, the road network development objectives: "1358" plan: one years of construction platform, 3-year stronger, bigger and five-year, 8 years listed.
5, the road network status: At present, the road network is in a site-building, columns perfect, also available on the market stage of preparation.
6, set sail for the road network in Zhuhai Website Analysis of existing problems:
1, Web platform to build is not forming, the columns and the associated feature is not perfect.
2, the official Web site content does not meet operational requirements.
3, marketing efforts inadequately prepared, not carried out an analysis of customer needs.
4, site products are not planning, the company main products and other products are not specifically planning arrangements.
5, operations team members to form not completed, no marketing team and editorial team, and personnel work more dispersed, did not form a strong team.
Chapter II: Web site section, as well as the improvement of site content
a current menu problems:
1, the content of messy, not rational, there is no level of unfocused and can not allow customers to quickly find the required sections or unable to accommodate new website customers can quickly find the need.
2, part of the column classification is too large, classification is more cumbersome to enter part page and still can not find what you need quickly. The relative content of some sections relatively weak, and may cause the contents of a channel can not afford to support the issue.
2, columns planning and the basis
1, section Category: section is divided into six categories, the original database is divided into sectors of industry information, industry information, industry yellow pages three categories of supply and demand platforms and blog forums unchanged, the original service center was renamed for the information service because the service center and customer service categories easily cause confusion, while the original is no longer a part of网站大全the same time, changed its name to the industry Web site that reflects the more professional and targeted as an industry we provide a comprehensive web site URL instead of Daquan . Web site building platform, which is not on the supply and demand, nor as a part category because the Web site building is the company's customers a service rather than to provide service information. Platform categories that supply and demand of talent recruit class divided into information service inside the training and examination echo each other, the supplier changed its name to corporate directories, because the companies are not just a vendor or product demand business.
2, columns Navigation: Home Navigation can be divided into two sections, the first navigation is also a big part 2 page navigation. Respectively, the industry information, industry information, industry yellow pages, supply and demand platforms, information services, blog forums, and other six categories as the main navigation; second block is a category page navigation menu navigation is also a 3, respectively, for the site home page, industry news, show information, design drawings, technical information, expert celebrities, unit directories, directory, talent recruitment, material supply, mechanical supply and demand, electrical and mechanical supply and demand, technical services, online bookstore, engineering collaboration, tender information, cost information, traffic tourism, exam training, transport services, 20 columns. The current site as a whole page long, narrow, client browser is not smooth, and secondly because some part customer base and less, or the client to find more purpose, so do not get on so much on the home page contents, it is important is to strengthen the navigation and search . Such as the technical data section, the customer is the purpose of search content, while tens of thousands of relevant content, on the home page on the recommendation of those elements certainly not satisfy the customer, let customers direct search or enter the part to find. So, obviously a place on the home page provides a search of several sections, such as supply and demand platforms, technical information, design drawings, the industry yellow pages and so on. Navigation is divided into two sections consider the sections more, while some sub-part is not the customer needs, all together but the impact here. Therefore, two columns to provide navigation, customers can go to two page views can also have direct access to need to browse the purpose of sub-sections.
3, Web Framework: Web site is divided into home page, two pages, three pages and four pages of four pages. Home page about the overall page is divided into two, the left side of the core content of the dominant, right hand side can be as an expert celebrity database, business directory listings and flat rolling display area as well as the selection of content including recommended to thematic reports, expert opinion, blog, etc., as well as selected ad. Around the home is divided into two, one is the home page of space savings, but to improve the website readability and reading efficiency. About 2 content according to the contents of the layout of an arrangement not only would not allow customers to create the feeling of giddiness and keep our customers quickly find the required content. Yellow Pages business directory in the industry, experts celebrities, corporate directory display on the right hand rolling, mainly to consider, as on the home page will occupy the middle of a page of valuable space, the second is due to space limitations and can not display more of the list generated the effect is not obvious, such as its rolling display, so that the central page of space savings, but also to improve the enterprises on the page display time. The celebrities will be experts in a conspicuous place on the comparison to consider the effect of the expert behind the celebrity, the experts behind the celebrity with a huge potential customer base will be placed in a conspicuous place where celebrity experts, the company's brand value has also been publicized. Web site operators to consider pre-advertising investment may be relatively not much, leaving too much should not be reserved for advertising space, or will lead to a site more space, so pre-order 5 - 8 Advertising for the ideal, according to Web site development and then later to make adjustments.
4, Web page content distribution: the core part of the home page is divided into three sections. The plates with banner ads as the interval between. According to the site characteristics, the first section should be a demand for information; The second section is a service center and industry news. Finally, industry profiles selected highway planning, trade management, laws and regulations, roads, and common sense way to see the injustice blog forums, expert blog, site culture, roads and photography sub-sections as the third section content.
5, the contents of organization: any one section, any web site, are relying on the formation of culture, forming the brand to retain customers site. According to the browsing habits, the contents of the organization's main focus on three parts:
A, to seize the user
first to seize the first moment the user to access user, the user to stay. This time we need to be very attractive things, with this premise, the user will stay. So demand information on the front while still maintain the current classification needs of this will all show the way to display the site's wealth of expertise and needs, while the two pages to provide search is based mainly also shows how a small amount of each category supply and demand.
B, the focus start
and then to give users the more important content, and the theme of this page the most relevant and most important, the most vivid content. Information service platform, followed by supply and demand sections, more responsive to customer needs and provide business needs. Information Services section section is divided into six major categories, namely, tender information, cost information, tourism traffic information, civil engineering, test the training, talent recruitment. Industry information is divided into four categories, namely, the industry focus, the exhibition Expo, project dynamics, technology dynamics. Information will also provide customers with the industry information service to keep up with a complementary part.
C, classification and add
followed by the contents of complementary and comprehensive content. Shows the structure of the entire site, convenient user access to a full stop guide to all the content to supplement the home in front of the content of deficiencies. Finally selected highway planning, trade management, laws and regulations, road sense, indignant, the expert blog, site culture, photography and other sub-sections on the highway is to supplement the home in front of the final content of less than, the same part of the section has also increased the site member interaction.
6, about two pages as a whole is divided into two, in which the left part of the contents of the dominant right side of the contents of the various sections of the distinction between, such as the Industry Information section on the right into the contents of selected special reports and the such as supply and demand and industry sector can be popular hits Yellow Top.
7, 3, 4 refer to page 2 Page Setup.
3, "Road Network" website section of the request and based on the contents of the building
1, China's trade patterns and information web site development services to the main content: At present, China's various industries were profitable stations is based on membership fees and advertising, as well as line transactions. Industry Web site to attract members or businesses, mostly in order to play in a professional market as retail outlets, these services will not only give the business a step by step into the independent participation in the fast-track e-commerce, and the network platform to fully enjoy the mass of information and business opportunities, solve the difficulties islands of enterprise information issues, but also enable enterprises to avoid falling into ocean of information that can effectively provide users with customers and orders, so that enterprises and businesses have business to do. While at the same site in a professional field of industry, information and database services, greatly facilitating member access to information and to find information.
2, Highway Industry Development Analysis Web site: by the China Highway Society recently launched a "China Highway Industry Alliance Web site," the establishment of the General Assembly will be held September 22, 2007 meeting, according to the aims and objectives of the League's work "as the road Web site construction and development industry to build an interactive platform for exchanges to promote road industry Web site information, resources, technology sharing, improve the level of road construction management information ", you can see Highway Industry Web site development today, intense competition in the market environment and the Internet development, and a flood of information resources, Web sites alone can not meet the demand for information has been far from the customer's needs, while maintaining demand for information-rich, while the customer benefits and to avoid customer into a ocean of information, while also providing customers with the resources technology sharing in order to make your site in an invincible position in the competition.
3, on the road sections concerned about the industry Web site survey:
In addition to demand information
highway industry to higher interest, the other part is relatively more evenly, it is noteworthy that the latest news, exam training, learning, exchange of share of more than 10%. We can see that three columns concern a higher level degrees.
4, on the highway engineers, practitioners whether to participate in the qualifying examination and whether to participate in the network training survey:
highway industry practitioners involved in the higher qualification examination concerned, but also nearly half of the proportion of people willing to participate in qualification training.
5, on the road the industry Web site technical articles, resources, downloads, blog forums three sections concerned about surveys:
Website survey
sail can be seen in Zhuhai highway sector professionals to the industry Web site to download and mainly resources to find technical articles based.
6, "Road Network" website section content requirements: As the industry model of the site and the company's web site development industry point of view, and because the road network into the legislation is a new site, in the face of competition in the industry , the road network columns on the site for the customer service occupies a very important position, while the Web site of the original and exclusive content columns as well as the richness of nature is surely unique site in the competition to win customer trust and the expansion of well-known holy grail.
8, "Road Network" web site columns on the building of the direction and basis of the proposal:
A: the use of geographical advantages in the supply-demand platform and bidding information, cost information on these sections strive to do for the other sites in Guangdong Province has the advantage of information resources, while the content through the column order of arrangement will occur through the the demand on the home page content concentrated in the Guangdong region, and guide customers generate demand in Guangdong Province "road network" network is the most comprehensive and extensive.
B: strengthen the technical information content of the uniqueness and exclusivity, especially in the design drawings library section on the other sites currently in the design gallery is relatively weak or no, this is also "road network" Web Services top an advantage.
C: focus on information-rich menu of services where transport travel information, test the training of these two columns, especially the training part re-examination is necessary to give full play the advantages of Guangdong Province, Guangdong Province must firmly seize the research, assessment title and the need for training practitioners.
D: to strengthen the building of the Forum blog, especially the way see the injustice, the expert blog, site culture of these three can be controlled by the site editor columns rally.
F: access to an important news event to improve Web site can read the information of the industry.
functional requirements of Chapter III site
still going on due to the current site features comprehensive, in the former can not be put into operation without analysis.
one, the website key functional requirements:
1, e-mail system: for the provision of information services industry, business websites, e-mail system to the site's service is very important. E-mail function of the system: According to customer demand to classify the different customer every day for customers to send mail from time to time to provide the latest information services.
2, members pay-scoring system: As the road network clients do not just corporate customers are individuals, so members of the main points by consumer spending mainly through the purchase of points to consume.
3, Member Result System: Member Result system is divided into recharge and SMS Recharge through online bank transfer, as well as Result of three ways. One Online Recharge and SMS Recharge needs and requirements, such as quick money and mobile operators to cooperate.
4, may wish to consider the building of technical information individual users upload feature available for download to earn points, which increases the abundance of technical information web site, but also allow the industry professionals involved.
5, you can add "business IM" provide customers with online tools such as arrange with business.
6, online customer systems: On-line client systems to improve customer satisfaction and improve your site conversion rate of effective protection.
Market Analysis Chapter IV site
one, the market analysis:
(1) Market opportunities:
1, a huge space for development of the industry: Traffic engineering industry hundreds of billions of dollars each year procurement and construction scale of China's economic development from time to time, in the national macro-policy support, as well as the growth of social capital to keep investing, traffic engineering industry is more is to maintain a high rate of increase up momentum, as a professional service provider for the traffic engineering industry, information industry, no doubt this is a road network on the Internet gold mine.
2, the diversification of the market demand for the development of highway network provides a choice of: As the traffic engineering industry covers a wide range, demand is even more diverse, which involves the nursery industry, machinery industry, transportation industry, electromechanical industry, and asphalt industry and other industries, such as the development of highway network provides a number of alternative roads.
3, traffic engineering industry, the geographical impact of the road network development opportunities: As China's vast geographical, traffic engineering industry is very much influenced by the geographical and the Internet information services in developing road networks, not only are not subject to geographical influence instead of making use of this opportunity for the region affected by the traffic engineering industry customers.
4, the road network is the new trend of development of the Internet: For industrial customers to provide professional information services to the business website is a new development of the Internet taking advantage of.
5, the industry employed a large business opportunities for the road network to bring: As China's economic development focus on traffic engineering industry has a huge practitioners, which is a huge demand for self-employed road network to bring enormous business opportunities.
(2), market risk:
1, the industry is currently facing a difficult e-commerce website: According to "China's industry, e-commerce website survey" shows that from 2002 to 2006, China's trade has maintained rapid growth in the number of e-commerce website, an annual average growth rate of more than 15%, in 2003 a growth rate of 65.17% in 2005 to 52%. In China more than 2,000 industry and a comprehensive B2B website, 90% are at a loss, according to survey data show that at present most of the B2B industry site's revenue model continues to membership fees and advertising-based.
1) advertising revenues accounted for less but significant proportion of the revenue web site
Zhuhai network construction, according to set sail survey results indicate that Chinese industry, e-commerce website, a number of excellent professional B2B trade website is also the best of visits per day will only be 30 million passengers, such as click-through rate to receive the number of advertising costs can be is conceivable. However, according to Chinese industry, e-commerce website survey, 50% of the electronics industry, e-commerce site, 46% of the hardware industry, e-commerce site, 45% of the textile industry, e-commerce site, 40% of the pharmaceutical industry, health, e-commerce site, 37% The machinery industry e-commerce site, 34% of the food industry e-commerce site, 33% of the building materials industry e-commerce site, 32% of the agricultural sector e-commerce site, 30% of the chemical industry e-commerce site, 15% of the consolidated class business e - commerce sites main income comes from advertising. The researchers report that the reliance on advertising revenue and Web sites is inversely proportional to the degree of innovation, integrated class industry is currently e-commerce sites create the most positive areas.
2) membership fee to become unstable B2B websites, the problem:
According to statistics, even if some large-scale comprehensive B2B industry websites, nor more than 100,000 registered members. Even 26.45% of the site registration is less than the amount of 1,000. The registration is such a pitiful amount of non-contributory members accounted for 93%, while members pay only 7%. At present most of the B2B industry websites services are mainly still in the information release platform for a complete implementation of e-commerce can be the ideal "three streams" (information flow, capital flow, logistics) of the very few. The paying members can enjoy the business services are very limited, non-paying members are free to release information, although most of the industry Web site to arrange with members to provide an exchange platform among its members through the "negotiation room", "Business IM & rdquo ; arrange with tools such as business, this is indeed to many enterprises to provide a convenient, but also help to resolve long-standing issue of integrity constraints of e-commerce, however, charges for these services, there is a dispute. Not every one will talk about the success, if the talks are necessary to each formal charges, and that this cost the customer is overwhelmed by the. Customers not as good as the Internet by sending contact details, interested persons call them cost-effective.
2, facing the highway industry, Web site changes: by the China Highway Society recently launched a "China Highway Industry Alliance Web site," the establishment of the General Assembly will be held September 22, 2007 meeting, according to the aims and objectives of the League's work "as the Highway construction and development of the industry Web site to build an interactive platform for exchanges, the promotion of road industry Web site information, resources, technology sharing, improve the level of road construction management information ", you can see Highway Industry Web site development today, intense competition in the market environment, as well as the development of the Internet, massive amounts of information resources, Web sites alone can not meet the demand for information has been far from the customer's needs.
3, the industry competitors to the road network pressure:
1) is currently in the same industry competitors have been relatively successful operation of certain operations experience, has a relatively stable group of clients and we have a stable CTR. Road network to catch up with competitors, there are unique needs to operate the above.
2) If you have a price war, the road network can not be competitive when compared with its competitors, and because a price war brought about the increased cost of reduced earnings, the impact of the road network was just getting started are huge.
3) should cover a wide range of traffic engineering, supply and demand, including a nursery, building materials, machinery, transportation and other sectors of the supply and demand, while the corresponding successful operation of these industries have the relevant industry websites, as opposed to the road network for these sites because of related to the contents of a single highly targeted and professional, this will result divert part of the small and medium customers.
2, the road network market positioning
(1), road network, development of the market square are: the highway network should be based on the needs of market development, diversification, bring into full play the advantages of the Internet is not restricted to pros and cons of a certain direction, you can choose one direction as the goal as road network based on pre-market infrastructure, and diversified development.
(2), the road network positioning: that corporate customers to market-based, while industry practitioners to seize the huge market, providing information to download, test training services. In general road network to maintain a high quality service to marketing team under the premise of the main great efforts to develop major clients in order to improve the content of the secondary professions browsing rate, while part-time staff in order to gradually develop small and medium customers.
(3), market-based information services to enhance the content integration, transformation for the content of the advantages of geographic advantages, Italian for the Guangdong region, as well as the development of information and data surrounding areas and strive to achieve the exclusive nature of resources.
(4), operating pre-charge: Web site is operational, except for a few good working relationship with the site or sites of strategic significance company can enjoy the site's paid services free of charge, while other members enjoy the site in need of paid services charge . Web site operators can be considered in the earlier period is not very rich in information, you can use half-sold, half-way to develop customer delivery, but not free, if the starting free sites such as the development of a certain layer of richness charged for late fees will be subject to a great cause conflict part of the churn. Member Registration bonus points, according to consumption points, pre-promotion period Result concessions, voucher number of the number of Jiu Song.
Chapter Web site operators preparatory work
set sail Zhuhai site building
one, to customers of supply and demand analysis: customer analysis of the circumstances of the customer's supply and demand to classify in order to provide accurate information to customers, to avoid the customer into a ocean of information.
2, site evaluation: First, the site's basic ability to conduct tests to achieve operability of each function or at least not weaker than similar competitors, including supply and demand publishing, information search and download, membership fees, etc. Several features are particularly important, these functions are to provide services to our customers the quality of the performance. Second, to test the security of the site, including stress testing, server security testing, web security testing program to ensure the normal operation of Web site to avoid unnecessary network downtime to stop the event.
3, marketing, team building and training: the formation of the marketing team at the same time industry professionals knowledge and training and improve the marketing team to expand the ability of market opening.
4, the content update: the formation of the content of editorial team, to accelerate the existing data-entry tasks, while enhancing the content of planning, to improve the site readability. At the same time strengthen the originality, authorship of the road network, so as to be reproduced on other sites to improve site visibility.
5, the expert team building and team of expert services: industry experts behind the huge potential customer base, good team of experts in construction and services of the expert team can be better and faster customer behind the excavation experts group.
6, the introduction of unique content resources: to negotiate with the introduction of unique content and resources such as technical data, drawings and other highways and strive to achieve the exclusive nature of resources, increasing income-generating content.
7, good SEO keywords work: (1) to investigate the user's search habits (2) lists a large number of the envisaged expansion of keywords and keywords (3) analysis of the degree of competition keywords (4) Select the keywords.
This article first set sail Zhuhai Website (http://www.7hkj.cn), reproduced please specify
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