Foreword: Hefei Urban Life Network is a portal site under the Hefei Public Institution Industrial and Commercial Herald. Currently, the website mainly provides downloads of electronic versions of newspapers and some Hefei people's livelihood information. In pursuit of diversified development, company leaders seek to find breakthroughs on the Internet and propose " Use newspapers and periodicals to drive websites, and use websites to add value to newspapers and periodicals." Then the following is the website analysis and cooperation plan of Hefei Urban Life Network.
1. Website architecture analysis and positioning
After systematically analyzing the content and column structure of each column of the Hefei Urban Life Network, and the content of each section of the Industrial and Commercial Herald Urban Life Guide newspaper, I have a preliminary understanding of your company's website and newspaper content. understanding. Since the establishment of Hefei Urban Life Network in 2008, the website column content and website program structure have been basically mature, but there are still areas that need improvement in order to achieve better and sustainable development. Below are some suggestions I have summarized for the website.
(1) The website lacks precise positioning
After carefully browsing the Hefei Urban Life Network, I came to the conclusion that the Hefei Urban Life Network lacks precise positioning. According to the current content of the website, the daily traffic of the website should be 300-500 IP. If you want to increase the website traffic, you must improve the quality of the website. Improving the quality of the website requires precise positioning of the website. For precise positioning of the website, you first need to understand the following points question:
1. Which netizens are paying attention to Hefei Urban Life Network, and what are the precise user groups of the website?
2. Understand the purpose of users logging in to the website, why they log in to Hefei Urban Life Network, and what attracts users?
3. How do they access the website, and what services can the website provide them?
4. What is the core competitiveness of the website? Can the existing content of the website be retained and increase users to expand new business?
First of all, the Business Herald - Urban Life Guide is a comprehensive newspaper integrating life, entertainment and people's livelihood. As the multimedia information platform of the Industrial and Commercial Herald Urban Life Guide, the Hefei Urban Life Network has no other representative content except for downloading PDF versions of electronic journals and displaying the cover characters of the journals on the website. At the same time, in addition to copying information from the Industrial and Commercial Herald Urban Life Guide, the website news also contains news copied from other websites and newspapers. If Hefei Urban Life Network is a literary station for newspaper news, then the website is not professional enough. .
Judging from the column layout and website title of Hefei Urban Life Network, it looks more like a Hefei portal website. However, as a portal website, although the website columns are complete, they are featureless, and the news content has fallen into a complex, broad, and miscellaneous situation. The news content of the website can be seen on China News Network, Sina Network, and Zhongan Online, and they are more professional and authoritative. So what is the adhesion of Hefei Urban Life Network to netizens? As an ordinary netizen, it is self-evident which website I will go to to read news. At the same time, Wanjia Hotline, a representative portal website in Hefei, and Hefei Forum, which is influential nationwide, have been developed in Hefei for a long time. The website columns and structure development model are already very mature and have a large number of loyal website users. So Hefei Urban Life What is the competitiveness of the website? Therefore, if the Hefei Urban Life Network serves as a portal site in Hefei, it has no characteristics and is not authoritative enough.
(2) Website art and program positioning
At present, the Hefei Urban Life website is built by DeDeCms. DeDeCms is China's best self-service website building system based on the PHP platform. The system is powerful and flexible, and the website security factor is greatly improved compared to ASP. As an information portal site, DeDeCms is competent, but if there are no professional programmers familiar with DeDeCms or the support of DeDeCms professional version technical personnel, the future development of the website will also encounter great obstacles. Any website that has developed to a certain level will have a dedicated website system suitable for website development. Or a relatively skilled programmer who has modified a mature system.
From the first impression that the website name of Hefei Urban Life Network brings to users, the website should be a lifestyle portal full of fashion. However, when opening the website, each channel of the website is clearly classified, but the colors are too monotonous, there is no jump, and it is not lively and fashionable enough. The overall site is not grand enough, giving users the feeling that the website is not friendly and not formal enough. There are too many categories of channels on the website. It is obviously intended to be comprehensive and comprehensive, but it makes people feel that browsing the content is too cumbersome. At the same time, the news content of all channels on the website is summarized in a news way, which makes it difficult to leave an impression. In this fast-food Internet era, the simpler and more fool-proof a website is, the easier it is to be accepted. At present, most of the news on mainstream websites are accompanied by videos, pictures, and text, showing the characteristics of multimedia websites. At the same time, Hefei websites are developing very rapidly. Each website is constantly introducing new ones, seeking new and changing website columns, and striving to attract and rob netizens by having what others have, what others have, and what is new. As part of the user experience, the website's interface and website program architecture determine whether the website can retain users. From the perspective of user experience, if a user cannot find the content he needs within 8 seconds of opening the website, he will will leave. However, if the website interface is formal and the columns are organized, he will have a sense of trust in the website. Whether the website is easy to use and whether he can quickly find the content he needs will become whether he can remember the website and whether he will visit it a second time. The key to this site. Only by laying a good foundation for the website, discovering and meeting user needs, and continuously improving the user experience can Hefei Urban Life Network combine the website with newspapers and create a new website brand in Hefei.
2. Website cooperative promotion model
Hefei Urban Life Network needs to develop into a multimedia information portal that relies on offline newspapers and periodicals to enhance the value of online websites, and online websites to expand commercial value for offline newspapers and periodicals. There are still certain limitations in relying on its own resources. The competition among various websites in Hefei is very fierce. Once users develop their browsing habits, it will be difficult to change the browsing habits of Hefei netizens in a short period of time even with substantial financial investment. The following are my concentrated suggestions. The website can learn from this promotion model for development.
(1) Website development model
After accurately positioning the website, the website development model should be to maximize strengths and avoid weaknesses, give full play to the advantages of offline newspapers and periodicals, use offline newspapers and periodicals to drive online websites, and use online website promotion to drive the advertising value of offline newspapers and periodicals. The first thing that needs to be improved is website traffic. Website traffic comes from the website's brand, and brand building comes from netizens' reputation and website services. Therefore, website promotion is needed. Website promotion is divided into offline promotion and online promotion. Judging from the current website traffic data, if Hefei Urban Life Network promotes online activities, the website traffic will not be enough, and the number of participating netizens will definitely not be enough, so it will not cause too much sensation. For offline event promotion, without other portals as partners, relying only on newspaper promotion will not have enough credibility, and the number of participants and influence will be limited. Even if users log in to Hefei Urban Life Network, according to the current website content and User demand, most of the netizens who come to the website will also be lost. But if we make full use of the commercial value of the Business Herald Urban Life Guide, the guidance website will have great potential.
At present, several large portal sites in Hefei are very mature both online and offline and in column planning, and have formed their own unique development models, such as the bargaining alliance of Xinan Real Estate Network, the self-driving tour activities of Anhui Car Network, and the Hefei Forum For various offline activities, the larger the activity, the greater the promotion model, but most of them appear in the form of advertising. Online promotion is already very mature, and its development has taken shape and continues to expand. Compared with Xin'an Talent Network, the portal for talent recruitment, and Hefei Real Estate Transaction Network, the portal for the real estate market, although Hefei's education industry does not have a portal, there are already channel agents from many portals entering Hefei. Competition among medical and cosmetology websites is also extremely fierce, and various medical In order to compete for customers, beauty institutions bid on Baidu every day for more than 1,000 yuan. Fashion lifestyle websites include Hefei’s number one portal Wanjia Hotline. As for catering channels, Hefei’s food portals Hefei Chiba and In order to occupy a dominant position in the market, Hefei Food Network has made endless efforts in column planning and offline and online activities. However, most of these websites lack side reports with public value such as newspapers and periodicals. Business Herald - Urban Life Guide can carry out diversified cooperation with these websites that have certain influence in Hefei in newspaper, periodical and website advertising. They received positive newspaper reports, and Hefei Urban Life Network was promoted and traffic increased. Here are several cooperation plans.
(2) Website promotion cooperation plan
1. Hefei Food Network, a subsidiary of Insigma Technology, quickly developed into the Hefei Food Portal through the resource advantages of Insigma Technology. There are many advertising merchants on the website. Proper use of early resources has enabled the website to develop rapidly. However, the growth rate of offline users It has failed to keep up and has encountered development bottlenecks. At present, the website needs to increase promotion and reporting by paper media to let more Hefei netizens know about him and understand him. If cooperation is reached, the Industrial and Commercial Herald Urban Life Guide newspaper can include the Hefei Food Network membership card in the newspaper, and at the same time, some features of Hefei Food Network's paying merchants can be introduced and published in the newspaper, so that the Hefei Food Network's paying merchants can Gained greater commercial value. Through cooperation with Hefei Food Network, Hefei Urban Life Network can jointly host or participate in some large-scale and influential offline and online activities. Online, Tonghefei Food Network simultaneously promotes some online essay activities similar to Hefei Food Memories, etc., hosted by the Business Herald Urban Life Guide, and Hefei Urban Life Network and Hefei Food Network undertake the promotion of two websites at the same time, so that Hefei Food Network will bring considerable traffic to Hefei Urban Life Network, which will promote the brand of the website. At the same time, Hefei Food Network itself will also receive reports from newspapers and periodicals, making the website more authoritative. Newspapers and magazines will also be more valuable because of the free Food Network membership card. Thus achieving a win-win situation for all three parties.
2. Hefei ranks second among the four major science and education cities. Hefei’s education and training industry is very popular. It has currently the most popular civil servant training, postgraduate entrance examination training, foreign language training, primary and secondary school training, software training, psychological information training, and human resources management. Training? There are at least five competitors in each training industry. As private schools, they do not lack funds for advertising, but they also lack recognition from the public media. Hefei Urban Life Network uses the advantages of industrial and commercial newspapers and periodicals to It conducts interviews and follow-up reports, selections and various conference promotion activities. At the same time, several of them were selected as partners to jointly organize offline public welfare consultation meetings such as postgraduate entrance examinations, civil servants, and software training at major campuses. Open classes held on-site draws to give away some souvenirs with the Hefei Urban Life Network printed on them. You can also cooperate with recruitment websites to hold large-scale campus job fairs, and then the Business Herald - Urban Life Guide will provide a large-scale report on this event. Online, the website produces various corresponding topics, video reports and various essay solicitations to maximize user needs and user experience. At the same time, in the name of newspapers and websites, so-called famous teachers from various training institutions are invited to the company to conduct video interviews. The interviewed training institutions will spare no effort to promote Hefei Urban Life Network. At the same time, if the promotion of Hefei Metropolis Network on campus is effective, it will have a certain number of loyal users. Then please don’t forget that students on campus are also a large consumer group. Then they can cooperate with other businesses in Hefei and continue to carry out cooperative promotions. , allowing originally unrelated industries to form a business chain through the Hefei Urban Life Network.
3. The real estate channel of Hefei Urban Life Network is also promising. Hefei housing prices have been rising along with Hefei's large-scale construction. There are more than a dozen real estate websites, large and small, in Hefei. As a real estate website, its development cannot be separated from capital investment, including offline home inspections, group purchasing activities for decoration and building materials, and various online home decoration selections and other activities. Although there is no shortage of funds for large-scale advertising, each real estate website also needs offline paper media recognized by the public for promotion, and Hefei Urban Life Network can make a contribution to the Industrial and Commercial Herald to follow up and report on the offline activities of a certain real estate website that it cooperates with. The real estate website we cooperate with provides weekly updates on Hefei's property market and housing price trends in various districts of Hefei. Hefei Urban Life Network can then intervene in real estate websites and cooperate in participating in some offline house viewing activities. On the Hefei Urban Life Network, we can take advantage of newspapers to plan out the featured ranking columns that are currently available on the Hefei real estate website, such as the ranking of the highest housing prices in each district of Hefei, the ranking of the lowest housing prices, the ranking of community properties, the ranking of community environment, etc. Columns that netizens care about meet user needs.
Since the plan is an excerpt, if you need the complete plan, please add me on QQ. At the same time, I also hope that everyone who has different opinions on website profitability and operation will feel free to give me advice. My QQ: 598888900. http://www.seo0551.com
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