Chapter 1: Overview of Highway Websites
1. Development space: The transportation engineering industry has a procurement and engineering construction scale of trillions every year. With the development of China's economy, with the support of national macro policies and the continuous growth of social capital investment, the transportation engineering industry has maintained a relatively large scale. High growth momentum, and in the fierce market competition, information services will be an important code of industry competition. As a professional road network that provides industry information services to the transportation engineering industry, it is undoubtedly a gold mine on the Internet.
2. Concept of road network:
(Proposed by Qihang Zhuhai website www.7hkj.cn ) Service concept ------- "Transportation extends a better life, and the highway network serves a harmonious society." Establish a sense of service and build a harmonious company.
Development philosophy ------- "Road network connects the world".
That is to build a comprehensive, open, authoritative and comprehensive website for large industries with a fully open mind. Based on solid and profound professional and technical knowledge and sufficient and familiar industry conditions, through in-depth and detailed investigation and analysis of the market, we keep up with the social trend of information technology e-commerce development, integrate social and company resources, and improve the speed of industry information exchange. , expand the scope of industry exchanges, improve the efficiency of business operations, build and integrate into the industry supply chain, thereby improving the efficiency, effectiveness and benefits of industry development.
3. Positioning of Highway Network: The "Highway Network" website positions itself as an industry-based B2B e-commerce website. It mainly provides industry information release, industry technical data browsing and downloading, industry supply and demand information release, and industry information release for highways, roads, bridges and related transportation construction industries. Technical exchange and other business services.
4. The development goals of the highway network: "1358" plan: 1 year to build the platform, 3 years to become stronger, 5 years to expand, and 8 years to go public.
5. Tasks for the development phase of the highway network in the next year (October 2010 to October 2011):
1. Before October 2010, the website will be fully completed and operational
2. In October 2010, the content of the website was continuously enriched and improved.
3. From October to December 2010, full-time and part-time road and bridge engineers were recruited as editors to enrich the website content and information resources. Continuously hire relevant experts and celebrities to host blog forums to attract popularity and increase nominations and authority.
4. From January to March 2011, the focus was on finding cooperation with units in the province to provide first-hand information sources.
5. From April to June 2011, the focus was on finding cooperation with units outside the province to provide first-hand information sources.
6. From October 2010 to December 2010, the website focused on point-to-point promotion through mobile phone text messages, telephone sales, emails, etc. Target audience: experts and employees in the highway industry, from Guangdong Province to the whole country.
7. From September 2010 to November 2010, test the functions of the columns hosted to ensure the normal operation of the website, collect and analyze operational feedback, and propose suggestions for improving and upgrading website procedures.
8. In November 2010, the website program was improved and upgraded to the second version, digesting useful opinions and improving functions. For example, the website is divided into highway network information channel, highway network business channel, highway network technology channel, highway network community channel and other sites. Set a favorites icon, make links to search engines, add a large number of friendly links, link to all industry websites, set up mobile phones and email addresses to subscribe to industry classified information, etc., to increase the feedback information management platform that customers receive on the supply and demand platform.
9. In December 2010, the website program was improved and upgraded to the third version, adding charging functions, including mobile phone charging, online payment, remittance, etc.
10. In June 2011, the website program was improved and upgraded to the fourth version, English version.
11. After charging began in March 2011, a high-tech company began to operate and establish a B2B website business.
6. Current status of the highway network: Currently, the highway network is in the stages of website construction, column improvement, content online, and market preparation.
7. Current problems in the road network:
1. The website platform is not yet established, and each column and related functions are not perfect.
2. The content of the website does not meet the requirements for official website operation.
3. Insufficient preparation for marketing work, and no analysis of customer needs.
4. There is no planning for website products, and there is no clear planning and arrangement for the company’s main products and other products.
5. The establishment of the operation team has not been completed. There is no marketing team and editorial team. The personnel work is relatively scattered and a strong team has not been formed.
Chapter 2: Improvement of website columns and website content
(After analysis by Qihang Zhuhai website construction www.7hkj.cn )
1. There are problems with the current column:
1. The content is messy, unreasonably distributed, unfocused and hierarchical, making it impossible for customers to quickly find the columns they need or for new customers to find what they need immediately.
2. Some column categories are too large and cumbersome, and it is still difficult to quickly find the required content after entering the column page. Some columns are relatively weak in content, which may cause the problem that the content cannot support a channel.
2. Column planning and basis
1. Column classification: The columns are divided into six categories. The original industry database is divided into three categories: industry information, industry data, and industry yellow pages. The supply and demand platform and blog forum remain unchanged. The original service center is renamed information service because The service center category can easily be confused with customer service, and the original website directory is no longer a column and has been renamed the industry website, which is more professional and targeted because we provide industry websites rather than comprehensive website directories. Website construction is not placed in the supply and demand platform, nor is it classified as a column because website construction is a service provided by the company to customers rather than providing service information. Talent recruitment in the supply and demand platform category is divided into the information service category, which echoes the examination and training. The supplier name is changed to the enterprise directory, because the enterprise is not only a supplier but also a product demander.
2. Column navigation: The home page column navigation can be divided into two parts. The first part is the large column navigation and the secondary page navigation. The six major categories are industry information, industry data, industry yellow pages, supply and demand platform, information services, blog forums, etc. as the main navigation; the second part is the category column navigation and the three-level page navigation, which are the website homepage, industry news, and exhibitions. Information, design drawings, technical data, experts and celebrities, unit directory, directory, talent recruitment, material supply and demand, machinery supply and demand, mechanical and electrical supply and demand, technical services, online bookstore, engineering cooperation, bidding information, cost information, transportation and tourism, examination training, transportation 20 columns including services. At present, the overall page of the website is long and narrow, making it difficult for customers to browse smoothly. Secondly, because some columns have fewer customers, or customers are searching more purposefully, there is no need to squeeze so much content on the homepage. The important thing is to strengthen navigation and search. . For example, in the technical information column, customers are purposefully looking for content, and there are thousands of related contents. The content recommended on the homepage will definitely not satisfy customers. It is better to let customers search directly or enter the column to search. Therefore, searches in several columns are provided in prominent places on the homepage, such as supply and demand platform, technical information, design drawings, industry yellow pages, etc. The column navigation is divided into two parts. There are many columns to consider, and some sub-columns are not what customers need. Putting them all together will affect browsing. Therefore, two column navigation is provided. Customers can browse the secondary page or directly enter the sub-column they need to browse.
3. Website framework: The website is divided into four types of pages: home page, second-level page, third-level page and fourth-level page. The entire home page is divided into two parts: the left part is the main body of core content, and the right part can be used as a scrolling display area for expert celebrity database, corporate directory and unit directory, as well as selected content including recommended industry special reports, expert opinions, blog selections, etc. advertise. Dividing the homepage into two parts, one saves space on the homepage and improves the readability of the website and the efficiency of reading. The arrangement of the two pieces of content on the left and right according to the content layout will not only prevent customers from being dazzled, but also allow customers to find the content they need quickly. The enterprise directories, expert celebrities, and corporate directories in the industry yellow pages are placed on the right hand for scrolling display. The main reason is that if they are placed in the middle of the homepage, they will take up precious space on the homepage. Secondly, due to space limitations, more directories cannot be displayed. The effect is not obvious. For example, if it is displayed in a scrolling manner, it saves space in the middle of the homepage and increases the display time of the enterprise on the page. Putting experts and celebrities in a more conspicuous place considers the effect behind the experts and celebrities. There is a potentially huge customer base behind the experts and celebrities. Placing the experts and celebrities in a conspicuous place also promotes the company's brand value. Considering the early stage operation of the website, the advertising investment may not be very large. You should not leave too many reserved advertising positions, otherwise it will cause more blank spaces on the website. Therefore, five to eight advertising spaces are ideal in the early stage. Later, according to the development of the website, Make further adjustments.
4. Content distribution on the homepage of the website: The core content of the homepage is divided into 3 sections. Banner ads are used as intervals between each section. According to the characteristics of the website, the first section should be demand information; the second section should be service center and industry information. Finally, in the industry overview, sub-columns such as road planning, industry management, laws and regulations, highway knowledge, and blog forums such as Unfair Road, Expert Blogs, Construction Site Culture, and Highway Photography are selected as the third section.
5. Content organization: Any column or website relies on the cultural atmosphere and website brand formed to retain users. According to this browsing habit, the content is mainly organized around three parts:
A. Capture users
First of all, you need to catch users at the first sight of their visit and keep them. At this time, we need something very attractive. With this premise, users will stay. Therefore, the demand information is placed at the front while still maintaining the current way of displaying all classified demands to show the professionalism of the website and the richness of demands. The secondary page is mainly to provide search and at the same time display the quantity of each category. supply and demand.
B. Focus on expansion
Then provide users with more important content, the most relevant, important and vivid content to the theme of this page. Information services follow the supply and demand platform column, and can better provide business needs according to customer needs. The information service section is divided into six categories, namely bidding information, cost information, tourism and transportation information, civil engineering, examination training, and talent recruitment. Industry information is divided into four categories, namely industry focus, exhibitions and exhibitions, project trends, and technology trends. Providing industry information to customers also complements the information services of the previous column.
C. Classification and supplement
The second is supplementary content, comprehensive content. Display the structure of the entire website and easily guide users to access all the content of the entire website to supplement the lack of content on the front of the homepage. The finally selected sub-columns such as highway planning, industry management, laws and regulations, highway knowledge, uneven roads, expert blogs, construction site culture, highway photography, etc. are placed at the end to supplement the deficiencies in the content on the front of the homepage. Some of the columns also include websites. Member interaction.
6. The secondary page is divided into two parts, the left one is dominated by the column content, and the right content is differentiated according to the situation of each column. For example, the content placed on the right side of the industry information column is selected special reports, while the content placed on the right side of the industry information column is selected special reports, while the content on the right side is dominated by the column content, such as supply and demand and Industry yellow industry can be the ranking of popular clicks.
7. The third and fourth level pages refer to the second level page settings.
3. Requirements and basis for content construction of “Highway Network” website columns
1. The development model of China’s industry websites and the main content of information services: At present, the profit model of China’s industry websites is based on membership fees, advertising, and offline transactions. Industry websites attract members or merchants, and most of them focus on professional markets. The launch of these services not only allows merchants to step into the fast lane of independent participation in e-commerce, but also fully enjoys the massive information and business opportunities of the network platform, completely solving their problems. The information island problem of enterprises also prevents enterprises from falling into the ocean of information, and can effectively bring customers and orders to users, so that enterprises and merchants can do business. At the same time, industry websites provide services with information and databases in professional fields, which greatly facilitates members to access information and find information.
2. Analysis on the development of highway industry websites: The founding conference of the "China Highway Industry Website Alliance" initiated by the China Highway Society will be held on September 22, 2010. According to the purpose of the conference and the work goals of the alliance, "to build a platform for the construction and development of highway industry websites" Communication and interactive platform, promote the sharing of information, resources and technology on highway industry websites, and improve the informatization level of highway construction management." It can be seen that the highway industry website has developed to this day. In the fierce competition environment of the market and the development of the Internet and massive information resources, Websites can no longer meet the needs of customers based only on demand information. While maintaining rich demand information to bring benefits to customers, they must also prevent customers from falling into the ocean of information. At the same time, they must also provide resources and technology sharing for customers so that websites can compete in the competition. Be invincible.
3. Survey on highway industry website columns:
It can be seen that except for demand information in the highway industry, which has received relatively high attention, other columns are relatively even. It is worth noting that the latest developments, examination training, and learning and exchange all account for more than 10%. It can be seen that these three columns have received relatively high levels of attention.
4. Survey on whether highway employees take the engineer qualification examination and whether they participate in online training courses:
It can be seen that employees in the highway industry are more concerned about participating in the qualification examination, and nearly half of them are willing to participate in qualification training.
5. Survey on the attention of the three columns of highway industry website technical articles, resource downloads, and blog forums:
It can be seen from the survey that highway industry practitioners mainly visit industry websites to download resources and search for technical articles.
6. Requirements for the column content of the "Highway Network" website: Due to the model of the industry website and the development of the company's industry website, and because the Highway Network is a newly established website, in the face of industry competition, the content of the Highway Network column The website occupies a very important position when serving customers, and the originality, exclusivity and richness of the website column content are the magic weapon for the website to win unexpectedly in the competition, win customer trust and expand its popularity.
8. Suggestions and basis for the content construction direction of the "Highway Network" website column:
A: Take advantage of the region and strive to ensure that the Guangdong region has information resource advantages over other websites in the supply and demand platform, bidding information, and cost information columns. At the same time, through the sequence arrangement of the column content, it will appear on the homepage through arrangement. The demand content is concentrated in Guangdong, and the "Highway Network" network is the most comprehensive and richest in guiding customers to generate demand in Guangdong.
B: Strengthen the uniqueness and exclusivity of technical information content, especially in the design drawing library column. Currently, other websites are relatively weak or have no design picture library. This is also an advantage of the "Highway Network" network service.
C: Focus on enriching the two columns of transportation and tourism information and examination training in the information service column. In particular, the examination training column needs to give full play to the advantages of Guangdong and firmly grasp the requirements for certification, professional title evaluation and the need for conduct in Guangdong. trained practitioners.
D: Strengthen the construction of blog forums, especially the three columns of Unfair Road, Expert Blog, and Construction Site Culture, which can be controlled by the website editor to create momentum.
F: Use important news events to improve the readability of industry information on the website.
Chapter 3 Website Functional Requirements
(Proposed by Qihang Zhuhai website construction www.7hkj.cn ) Since the website functions are still being improved, analysis cannot be carried out before it is put into operation.
1. Important functional requirements of the website:
1. Email system: As a business website that provides industry information services, the email system is very important for website services. Functions of the email system: Classify customers according to their needs, and send emails to customers regularly every day to provide the latest information services.
2. Member payment point system: Since Highway Network customers are not only corporate customers but also individual users, member consumption is mainly based on points consumption, and consumption is done by purchasing points.
3. Member recharge system: The member recharge system is divided into three methods: online recharge, SMS recharge and bank transfer recharge. Among them, online recharge and SMS recharge require cooperation with operators such as Kuaiqian and China Mobile.
4. Consider building a function for individual users to upload technical data and earn points by downloading it. This will increase the richness of technical data on the website and also allow industry practitioners to participate.
5. Tools such as "Business IM" can be added to provide customers with online business negotiations.
6. Online customer system: The online customer system is a powerful guarantee for improving customer satisfaction and increasing the conversion rate of the website.
Chapter 4 Website Market Analysis
(Analysis of Qihang Zhuhai website construction www.7hkj.cn )
1. Market analysis:
(1) Market opportunities:
1. There is huge room for industry development: the transportation engineering industry has a procurement and engineering construction scale of trillions every year. With the development of China's economy at any time, with the support of national macro policies and the continuous growth of social capital investment, the transportation engineering industry has maintained a With a high growth momentum, as a highway network that specializes in providing industry information for the transportation engineering industry, it is undoubtedly a gold mine on the Internet.
2. The diversification of market demand provides options for the development of highway networks: Since the traffic engineering industry involves a wide range of areas, the demand is even more diversified, including the seedling industry, machinery industry, transportation industry, mechanical and electrical industry, asphalt industry, etc. A variety of industries provide multiple alternative paths for the development of the road network.
3. The regional influence of the transportation engineering industry is an opportunity for the development of the highway network: Due to the vast territory of China, the transportation engineering industry is greatly affected by the region. The development of the highway network with Internet information services not only is not affected by the region, but takes advantage of it. This opportunity provides services to customers in the transportation engineering industry that are affected by geography.
4. Highway network is a new trend in the development of the Internet: Business websites that provide professional information services to industry customers are a new trend in the development of the Internet.
5. The huge number of employees in the industry brings business opportunities to the highway network: As the focus of China's economic construction, the transportation engineering industry has a huge number of employees, and the needs of this huge number of employees bring huge business opportunities to the highway network.
(2) Market risk:
1. The current dilemma faced by industry e-commerce websites: According to the "China Industry E-commerce Website Survey Report", from 2002 to 2006, the number of China's industry e-commerce websites continued to grow rapidly, with an average annual growth rate of more than 15%. The growth rate in 2003 was 65.17% and in 2005 was 52%. Among China's more than 2,000 industry and comprehensive B2B websites, 90% are losing money. According to survey data, the current income model of most B2B industry websites is still based on membership fees and advertising fees.
1) Advertising revenue is small but accounts for a considerable proportion of the website’s revenue
According to surveys, some excellent professional B2B industry websites in China currently only receive 300,000 pageviews per day at their best. You can imagine how much advertising fees can be received with such a click-through rate. However, according to a survey report on China’s industry e-commerce websites, 50% of e-commerce websites in the electronics industry, 46% of e-commerce websites in the hardware industry, 45% of e-commerce websites in the textile industry, 40% of e-commerce websites in the medical and health industry, 37% of the e-commerce websites of the machinery industry, 34% of the e-commerce websites of the food industry, 33% of the e-commerce websites of the building materials industry, 32% of the e-commerce websites of the agricultural industry, 30% of the e-commerce websites of the chemical industry, and 15% of the e-commerce websites of the comprehensive industry. The main revenue of business websites comes from advertising fees. The researchers of this report believe that the degree of dependence on advertising revenue is inversely proportional to the degree of website innovation. Comprehensive industries are currently the most active areas for e-commerce website innovation.
2) The instability of paid membership has become the biggest problem for B2B websites:
According to statistics, even some large comprehensive B2B industry websites have less than 100,000 registered members. Even 26.45% of the websites have less than 1,000 registrations. And with such a pitifully small number of registrations, non-paying members account for 93%, while paying members only account for 7%. At present, the services of most B2B industry websites are mainly limited to information release platforms, and very few can fully realize the ideal "three major flows" of e-commerce (information flow, capital flow, and logistics). The business services that paying members can enjoy are also very limited, and non-paying members can also publish news freely. Although most industry websites provide members with a communication and negotiation platform, members can negotiate business through tools such as "Negotiation Room" and "Business IM" , which indeed provides convenience to many companies, and also helps solve the integrity issues that have restricted e-commerce for a long time. However, the charges for these services are also controversial. Not every negotiation will be successful. If you have to charge for every formal negotiation, the customer will not be able to bear this cost. It is better for customers to send their contact information online and it would be cost-effective for those interested to call them.
2. Changes faced by highway industry websites: The founding conference of the "China Highway Industry Website Alliance" initiated by the China Highway Society will be held on September 22, 2010. According to the purpose of the conference and the work goals of the alliance, "for the construction and development of highway industry websites Build a platform for communication and interaction, promote the sharing of information, resources, and technology on highway industry websites, and improve the informatization level of highway construction management." It can be seen that the highway industry website has developed to this day. In the fierce competition environment of the market, as well as the development of the Internet and the massive information resources , the website’s demand information alone is far from being able to meet the needs of customers.
3. The pressure brought by industry competitors on the highway network:
1) Competitors currently in the same industry have relatively successfully operated, have certain operational experience, and have a relatively stable group of customers and a stable click-through rate. To catch up with competitors, the road network needs to be unique in its operations.
2) If a price war occurs, the competitive strength of the road network will not be comparable to that of competitors. At the same time, due to the increase in costs caused by the price war, the benefits will be reduced, which will have a huge impact on the nascent road network.
3) Traffic engineering should cover a wide range of areas. The supply and demand include the supply and demand of seedlings, building materials, machinery, transportation and other industries. There are already related industry websites that have been successfully operated in these industries. Compared with the highway network, these websites are more targeted. If the content is single and professional, it will divert some small and medium-sized customers.
2. Market positioning of highway network
(1) The market development of the highway network is now: The market development of the highway network should be based on the diversification of needs and give full play to the advantages of the Internet. It is not limited to gains and losses in a certain direction. A certain direction can be chosen as the goal in the early stage of the highway network. Based on the market foundation, we develop in many aspects.
(2) Positioning of the highway network: providing services to corporate customers is the market foundation, while seizing the huge market of industry practitioners and providing data download and examination training services. In general, the highway network should vigorously develop large customers with the marketing team as the main force while maintaining high-quality services, use content as the assistance to increase the browsing rate of industry practitioners, and at the same time gradually develop small and medium-sized customers with part-time personnel.
(3) Based on market information services, strengthen the integration of content, transform geographical advantages into content advantages, and develop information and materials targeted at Guangdong and surrounding areas to strive for exclusivity of resources.
(4) Pre-operation charges: When the website starts to operate, except for a few companies that have a good cooperative relationship with the website or have strategic significance for the website, they can enjoy the website's paid services for free, while other members are required to charge for enjoying the website's paid services. Consider that in the early stage of website operation, if the information is not very rich, you can use the half-buy, half-free method to develop customers, but it cannot be free. If it starts to be free, charging after the website develops to a certain level will cause great resistance to website charges in the later period. Some customers are lost. Member registration will give you points, and you will spend according to the points. Recharge discounts during the early promotion period will give you as much as you recharge.
Chapter 5 Preparations for Website Operation
1. Analyze customer supply and demand: Analyze customer situations and classify customer supply and demand in order to provide accurate information to customers and avoid customers falling into a sea of information.
2. Website evaluation: First of all, the basic capabilities of the website must be tested to ensure that the operability of each function is better than or at least not inferior to similar competitors. Among them, several functions such as supply and demand release, information search and download, and membership payment are especially important. Importantly, these features are a reflection of the quality of service we provide to our customers. Secondly, the website security testing includes stress testing, server security testing, and website program security testing to ensure the normal operation of the website and avoid unnecessary downtime events.
3. Marketing team building and training: Establish a marketing team and conduct industry professional knowledge training to improve the marketing team's market expansion capabilities.
4. Content update: Establish a content editing team to speed up the entry of existing data, while strengthening content planning to improve the readability of the website. At the same time, the originality is enhanced, and the author is signed as Highway Network, which can increase the website's popularity through reprinting on other websites.
5. Construction of an expert team and services to the expert team: There is a huge customer base hidden behind industry experts. By building an expert team and providing services to the expert team, you can better and faster tap the customer base behind the experts.
6. Introduce unique content resources: Negotiate and introduce unique content resources such as technical information, highway drawings, etc., strive to achieve exclusivity of resources and increase revenue-generating content.
7. Do a good job in SEO keyword work: (1) Investigate users’ search habits (2) List imaginary keywords and a large number of expanded keywords (3) Analyze the degree of competition of keywords (4) Select keywords.
This article was first published: Zhuhai Qihang website construction ( www.7hkj.cn )