Shared by Urban China (ccoo)
1. Channel management is self-cyclical
——(Establish content points and rely on them to gain a firm foothold)
2. Business development is self-cyclical
——(Establish business points and rely on them for sustainable development)
3. Closed business cycle
——(Business and Content) (Establish a closed business cycle and put website management on track)
4. Department self-circulation
——(Each department is a profit-making department and a core team is established)
5. Brand service closed loop (team and service)
——(Establish a closed cycle of brand services, usher in the mature stage of local Internet, and obtain high profits)
Step by step, we will gradually develop into the real first local portal. Realize the comprehensive application service of the media nature of the portal and the real information level.
A brief introduction to the concept of portal business cycle:
Local portals are a well-known market, but due to long cycles, complex operations, high platform thresholds, and lack of local talents, it has always been a difficulty in operating in the Internet industry. Urban China has been committed to product development and business method and theoretical innovation of local portals.
Following the Six Musketeers of Portals, the concept of "self-loop and closed-loop portal management" is proposed to help portal operators build regional Internet service platforms in an orderly manner.
The core of the concept of portal management cycle is to carefully segment portal operations so that portal operators can develop in an orderly manner and prevent blind development. Following this theory, portal management is like promotion, one step at a time, while avoiding retreat or retreat. If the business is interrupted, it can at least gain a firm foothold in the local Internet market and wait for the improvement of the market and its own conditions to seek new breakthroughs.
1. Channel management is self-cyclical
Brief description: Rely on the advantages of the alliance, establish at least one content point, and strive to create the content and traffic of this channel. Once the content and traffic increase to a certain height, the self-cycle of channel operation will be completed.
By doing this, you can gain a firm foothold in the local Internet market.
Equipped resources: a. A large number of methodologies; b. Orderly and competitive product upgrades. At this stage, other channels are engaged in nurturing management, without focusing on the focus, as long as it looks rich on the surface.
Elements: Focus, equipped with at least one editor, annual investment of about 10,000.
2. Business self-circulation
Brief description: Relying on the profitable products provided by the alliance, after careful analysis, we select a business focus that is established as the initial stage of the project, in order to make this business form a self-circulation.
For example: Yellow Pages channel, self-looping conditions
A. In the early stage, the marketing offensive is cyclical. After the website content is improved in the early stage, this business can be launched. In order to make it easier for customers to purchase, more selling points are based on marketing efforts and packaging. (Such as salesperson training, initial advertising, product selling point overlay - pictures, maps, videos, etc.)
B. In the mid-term, when the business reaches a certain degree of saturation, a certain self-cycle can be formed. If the occupancy of the Yellow Pages is very high, the business self-cycle has been completed.
C. In the later period, the business is closed cycle. This link occurs when the customer renews. If the site's popularity is already very high, a closed cycle can be formed based on the site's popularity. If the site's popularity does not meet the customer's requirements, external forces will be sought. Make supplements, such as advertising supplements, activity supplements, gift supplements, etc. (function, time).
3. Closed business cycle
Brief description: The closed cycle of operations simply means that when we sell products, we no longer rely entirely on the sales ability of the salesperson and external assistance, but mainly rely on the popularity formed after the website content is created. In this way, the difficulty and cost of sales will be reduced, and a closed cycle can be formed. At this time, the website will be on track and enter the real profit period.
Only when the website operation reaches a closed cycle can the operation behavior become formal, otherwise the foundation will be unstable.
The key to a closed business cycle is that the website has a high reputation, creates at least 1 to 2 content points, is widely used and recognized by local netizens, and establishes a simple management team with a reasonable structure.
Note: The necessity for the website to exist is information services. The prerequisite for its existence is to collect corresponding income based on the service and be recognized by customers. Only after the two are aligned can the form of service be fixed.
Content self-circulation and business self-circulation are only in the initial transitional stage of the website.
The content is self-circulating. Due to the narrow service area, its revenue and user recognition are also small, and it cannot support larger-level operations.
The business cycle is self-circulating. The basis of the business cycle is "borrowing force" behavior, so it cannot last long. It can be used as a supplement, but it cannot be used as the foundation.
4. Department self-circulation
Traditionally, to form a general team to operate a portal, its departments are divided into business department, editorial department, and technical department. Generally speaking, the business department is the profit department; the editorial department and the technical department are the expenditure departments. The essence of departmental self-circulation is to allow each department to operate independently, and its indicator is that each department is a profitable department.
For example: a pure expenditure department can also be transformed into a profit department:
Editorial department (content editing and marketing departments can be merged)
1. Activity income
2. Channel advertising revenue linkage
3. Income from channel naming
4. Soft article service income
Establish an editor promotion system:
A. Junior editor, whose main job is information release and management
B. Senior editor, responsible for the operating results of the channel, such as the increase in monthly information volume and pageviews, formulating and executing the channel operating plan
C. Editor-in-chief is responsible for the content management of the entire site. In addition to managing the editorial department, he must organize certain media reporting activities to increase the site's visibility, etc.
Example:
The assessment of editors in the first stage is: the content volume and clicks of the channel
In the second stage, the assessment of editors is: the popularity of the channel and the application degree in the local market.
The assessment of editors in the third stage is: channel income
For example: Relying on the advantages of the alliance, the technical department can be turned into a profitable department
There are three types of jobs in the technical department:
For basic types, such as advertising and animation, it is recommended that editors or business people work part-time in the initial stage.
Service type, such as advertising pages and special pages
Income type, such as website building
Basic technical work is performed by editors.
For service-oriented jobs, ordinary skills can be recruited.
For development jobs, full-time positions can be hired once the business foundation is established. In the initial stage, it will mainly focus on outsourcing and existing business.
5. Brand service closed loop (team and service)
Brief description: Today's Internet services are basically information-level services, but the real Internet is far more than that. It is the local professional services that combine the team with Internet tools that are the phased end point of regional portals. At this time, relying on the accumulation of teams and products will establish real industry competition barriers, and at the same time, high profits will be obtained.
Many people judge the quality of a website based on its functionality and the amount of information displayed. This is just the surface level of website operation, because real services are organized and extended through teams.
For example, even if some personal sites have a certain degree of popularity, their benefits are very limited and they will gradually decline. The reason is simple. When Internet user services are refined, there must be a professional team behind them.
Such as hao123, when netizens are not familiar with the Internet, they need it when looking for websites and information, but when netizens are familiar with computer operations, its value is not much. It needs to be achieved through Baidu and Google.
When the website develops to the point where the product fixes the team, the team supports the service, and the website reflects the popularity, the regional Internet will be truly mature and complete the transformation of its role, from the website to a local civilian media and an emerging industry.
On this basis, expand the media and application of the portal.
Attached note:
Fix the team with products (team formation requires methods and costs, we recommend allies to fix the team with products, see Urban China Editor Manual and Sales Team Formation Training)
Team support services (based on the relevant operating data of each product group, the market has been developed as a team, and the service model has been consolidated and established as a team)
Use the website to reflect visibility (the form of service is ultimately displayed externally through the website, supported by information and team services, accumulated through service recognition, and ultimately formed local visibility)
The article comes from: Urban China backend training materials
The personal space of the author ccoo. This article only represents the author's views and has nothing to do with the position of the webmaster network.