Don't say that website operation is promotion, editing, product planning and user experience design, which is far more complicated than these things that can be listed. I don't say complicated, because the details are not difficult, and there are so many points to pay attention to that many points have been flawed, resulting in losses in the operation process. To operate well, you must be familiar with the industry and the characteristics and profit model of a website, otherwise it will never have a good ending. At the same time, it is suggested to learn and accumulate in a certain industry station or a certain website according to personal preferences and experience, and master the operation mode of some websites, so as to better grasp the main points of operation of these websites. Doing website operation requires high comprehensive ability, wide knowledge, strong teamwork and pressure resistance. If you don't have some basic qualities, don't do it. You can do some small stations and earn advertising fees after optimization. At least you won't be very tired. It's not a problem to support yourself. In 2009, website operation, website planning, Internet product design and user experience will be more deeply involved in the daily operation and management of the website. Now is an era of website proliferation. Why let users come to your website, let users like your website and let users use your website frequently is not as complicated and simple as you think. Users will always be simpler and more stupid than you think. Of course, demand always comes first, and then it depends on your operational skills. seven

If there is a new website operation show in 2009, I must show it, not to show how much ability and technology I have, but to show my obsession and dedication to website operation, which is also the case, so that I can have an understanding of website operation today. Beijing painless abortion hospital 9

The employment situation this year is very bad. If you are still a student, I suggest you move closer to a position related to website operation, such as editing. Online websites have a great demand for website operators. In my practice, some large, medium and small enterprises that attach importance to the online market now need their own teams to run websites, but they can't find suitable people. 10

I'm not demanding of myself this year. I only hope that I can continue to fulfill my dream, insist on becoming an expert or professional in a certain aspect of website operation and never give up!

Can you solve your problem?

What does website operation mainly do?

External chain construction and daily updating belong to website optimization, and network operation includes website optimization, promotion and maintenance. Activities that focus on websites and create value by all means are regarded as website operation.

What does website operation do?

Website operation refers to all the work related to the later operation and operation of the website in order to improve the efficiency of serving users of the website; The scope usually includes website content updating and maintenance, website server maintenance, website process optimization, data mining and analysis, user research management, website marketing planning and so on. Common indicators of website operation: PV, IP, registered users, online users, website bounce rate, conversion rate, paying users, online duration, purchase frequency and ARPU value.

How to operate

Operation refers to all the work related to the post-operation of the website in the network marketing system.

As far as the development trend of China's Internet is concerned, website operation should be brought into the overall management system of enterprises, so that the network can be organically combined with the original mechanism and the commercial potential of website and network marketing can be fully exerted.

The website operation of an enterprise includes many contents, such as website promotion, network marketing management, website improvement and change, website post-update and maintenance, website enterprise operation, etc. One of the most important is the maintenance and promotion of the website.

"Informatization" is not as simple as building a website at one time, but the more important work lies in the long-term updating and promotion process after the website is completed.

Website maintenance involves resources and costs, but as long as it is used properly, the resources and costs required for website maintenance of most SMEs will not be too high. Corporate websites mainly update products and explanatory texts. Small and medium-sized enterprise websites generally have no background content management system, and web page updating requires people who know how to make web pages, but most enterprises do not have talents in this field (although it is not difficult to learn how to make web pages). One way is to sign a contract with the internet company that makes the website and formulate the terms of the web page update service. Don't wait until the internet company needs to update because this problem is ignored in the contract.

operating procedure

market analysis

Functions and functions of the website: "After the website adopts a new development system, there must be novel content in the website. The effects and functions of the new page can not only attract visitors, but also provide entertainment for visitors. "

Whether users directly benefit from the website: "What users can get from the website itself is our greatest concern. To build a website, we must let users know what they can get from it, so as to reflect the meaning of the website itself. "

Advertisements and customers that the website needs: "The advertisements of a website can bring direct benefits to the website, and customers are also a propaganda force, which can let people who don't know understand and share them with those who know."

solution

According to the function of the website, determine the technical scheme of the website.

1, using a stable and fast server for North-South communication.

2. Select the operating system, unix, Linux or windows 2000/NT. After analysis, we put into the development of functions, paying attention to stability and security.

3. The enterprise Internet access solutions and e-commerce solutions provided by systematic solutions are still developed by ourselves.

4, website security measures, anti-hacking, anti-virus programs.

5. Related program development. Such as web programs ASP, PHP, JSP and other database programs. We recommend a molding demoulding system based on PHP or ASP.

Content planning

1. Plan the website content according to the purpose of the portal website.

2. E-commerce websites shall provide member registration, detailed service information, information search and inquiry, personal information confidentiality measures and related help.

3. If there are many columns on the website, otherwise, you can consider using a website programming specialist to take charge of the relevant content. Note: the content of the website is the most important factor to attract visitors. Without content or useless information, it will not attract visitors.

Web design 1, web design and art design requirements, web art design should generally be consistent with the overall image of the website, to comply with CI norms. Pay attention to the color, picture application and layout planning of the web page to maintain the overall consistency of the web page. Web design is checked by the artist. The overall image and specifications must conform to CI, echoing from top to bottom. The placement of pictures and modules also has its own characteristics and styles.

2. The adoption of new technology should be decided by considering the geographical distribution, age class, internet speed and reading habits of the target audience. Different people have their own habits, just like being left-handed, so we should choose a moderate mode according to different ages, internet speeds and reading habits, so that everyone can read comfortably.

3. Make a revision plan for the webpage, such as a large-scale revision within six months to one year. After a website is completed, it is best to make a major revision. ......

What exactly is the network operation running?

Broadly speaking, it includes website planning, product development, network marketing, customer service and many other links. In a narrow sense, it refers to the operation and management work after the website construction is completed, such as content planning, marketing activity planning, customer service, etc. It refers to all the work related to the post-operation of the website in the network marketing system. Website operation includes site planning, demand arrangement, content construction, product maintenance and so on. If the website is regarded as a product, the work required for website operation is basically the same as that required for a product manager. Building a website is no stranger to most people. Especially enterprises and institutions that already have their own websites. But when it comes to website operation, many people may not understand and understand the importance of website operation, which is often ignored. Different from website construction, website operation, no matter how well it is built, can always appear in front of people as long as it is invested once. This is like a company invested by a certain unit. If the leaders, funds and equipment are in place, the company will be established. So, what is the purpose of enterprise establishment? Hope to develop gradually, the market share is getting higher and higher, and realize the return of profits. Of course, no one wants enterprises to close down when they are built, so website operation is of great significance. From here on, for commercial websites, the website itself is a product, and website operation is not a sufficient condition for enterprise development, but a necessary condition! Site planning for website operation: Before the website goes online, site planning includes preliminary investigation, feasibility analysis, planning document writing, business process and logical definition, site display specification, and participation in UE testing. After the website is launched, site planning mainly refers to the analysis of new requirements, the clarification of supplementary development requirements and the implementation of relevant documents; Requirements collation of website operation: Requirements collection, analysis and processing is an important work of website operation. Operators are the bridge between developers, salespeople and customers. In the process of website operation, there will always be all kinds of requirements modification and new requirements. Are these requirements modifications and new requirements reasonable and representative? What is the priority? How to deal with it, the developer needs the operator to sort out the demand and arrange the handling in a unified way. Content construction of website operation: the construction of website content is related to the long-term development of the website, which is an accumulation process and an important part of website operation. Including website editing, user/customer information maintenance, website content interaction, etc. Product maintenance of website operation: formulate product policy according to first-line feedback, improve product packaging and maintain product line. In enterprises with product departments, the function of product maintenance will also be separated from the website operation, and the product manager will be directly responsible for it. The website operation can also be operated in stages: the first stage of website operation: launching the website brand 1. Overall operation: the website has entered the initial stage, aiming at launching brand awareness and focusing on quickly establishing basic work to support brand operation. 2. Website platform: An excellent website platform is the foundation of brand building. According to Taiwei's successful experience, an excellent platform can make the whole brand plan complete the task 20% ahead of schedule. The website platform includes: a, the website platform planning conforms to the website positioning; B, the website is beautifully designed with international characteristics; C, the website function is convenient and quick to operate, and meets the needs of customers; The content and information of the website are rich and valuable. 3. Website promotion: Brand goals are mainly short-term goals, so make sure that your goals have an 80% chance of success. Specific points for attention include: a, the goal must be achievable (enhance operational confidence); B, pragmatically integrate available resources (talents, funds, time …………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………… ……………………………………………………………………………………………… (Experienced people can make it quickly, and inexperienced people can negotiate to make it. ) e, timing and control are the most important. Time is reputation. Human resources: employ core talents at manager level, whose experience and talents are the key to the whole plan. In this regard, bold appointment and decentralization, giving long-term personal returns is the most critical, specific content, 5. Company management: in the early stage, we only need to establish basic communication process and basic employee industry management system to avoid the situation of more systems and less implementation; Communication is more important than management in the branding period of websites. 6. Sales management: A generous sales incentive plan is the foundation, and daily informal communication is the starting point. ......

What knowledge does website operation need?

Website operation refers to all the work related to the later operation and operation of the website in order to improve the efficiency of serving users of the website; The scope usually includes website content updating and maintenance, website process optimization, data mining and analysis, user research management, website marketing planning and so on. Common indicators of website operation: PV, IP, registered users, online users, paying users, online duration, purchase frequency and ARPU value. Website operation is a general concept, including design, programming, customer service, company management and so on.

Knowing some technologies will make you better understand the operation principle, which is beneficial to future development. When I first operated the Heavenly Palace. Com, I also made up this knowledge. Don't be afraid, it's not difficult. In addition to the importance of ideas, I personally think that execution is also very important. It takes some perseverance to implement a simple method!

How does the website operate? How does the website benefit?

As an operator of a website, how to operate it doesn't seem to be a problem. Clear the technical process, build a good website, and then take the user as the center, and everything else will come naturally? So, what exactly is user-centric? Most websites are not geared to all Internet users like search engines. In fact, there are always some users who will never be your users. How to choose? This is actually a problem that the operating officer must solve. Many people do this website: well, this function is very interesting and many people will use it. As a result, this function was developed, and after everything went online, the operator began to look back for advertisers to support him/her to continue operations. What's the problem? The problem is that he/she neglected the customer from the beginning. Because it is possible that there are indeed many people using this function you developed (for example, using a function called WebPick), but these people lack the interest of advertisers because of their lack of sexual characteristics. In this era of market segmentation, it is not enough to attract advertisers only by virtue of the characteristics of "three highs" (high income, high education and mature age). Fundamentally speaking, such operational logic is to put technology before the market. This idea is not necessarily wrong. But we must think clearly in advance, what is a product and what is a platform? Subtitle products, that is, producers and users, are a bit strange. I need to explain. Any website is a product first. The first step in operating a website is to operate products. In a sense, website operators are much like product managers (brand managers) in other industries. What he/she has to face is product design. Most people think that products are technical things written in code. Such as developing a function or adding a plug-in. But in my concept, these are not products. The real product is the user. The so-called "product" generated by technical code is just a tool for manufacturing user products. So far, in China, the survival mode of most websites is advertising. In essence, whether it is extensive banner placement or elaborate brand implantation, it is to package the attention gained by the website, that is, users, and sell them to advertisers. For a website, users are not customers, but products to be sold to customers. Based on this concept, some arguments, in my opinion, are not that important at all. For example. Many people on the internet advocate that the length of web pages should be limited. For example, a web page turns to the end after three times. Some people think this is good web design. The focus of the problem is not whether the webpage should be lengthened at all, but what kind of users the operator wants to attract. If every page of this website is very long, I don't think it's a big deal (in fact, Sina's long page has not become an obstacle for it to find advertisers), but it will lose the attention of users who attach great importance to page length. Assuming that these users have the same interest in brand A, then, sorry, brand A will be almost impossible to be your advertiser or sponsor. In other words, the product (user) you are talking about will not be brand A. The inference of this logic is: users are produced! From this perspective, users' opinions seem to be very important. You need to cater to the needs of users in order to continuously create the users you want. On the other hand, users' opinions are not so important. If you ignore the opinions of a user (of course, you can't be rude), you will lose this user. But if adopted, other users may be lost. For the operators of commercial websites, the opinions of customers are more important than the opinions of users. In this sense, we have to mention a stage that operators must face: platform. The problems faced by the platform In media economics, the audience, that is, products, can be sold repeatedly. You can sell this attention to advertiser A or advertiser B. The platform is the carrier of the product. The characteristics of the platform determine whether A advertiser is willing to put it in or B advertiser is willing to pay. A website, after developing to a certain stage, will inevitably become a platform. In other words, a website is a platform. The difference between platform and function is that the platform is multidimensional and interactive. There are complex relationships or contradictions between users and websites, between users and advertisements, and between users, forming a platform. If a website provides multiple functions, then these technical tools may interact with each other. ......

What is website operation management?

Building a website is no stranger to most people. Especially enterprises and institutions that already have their own websites. But when it comes to website operation, many people may not understand and understand the importance of website operation, which is often ignored. Different from website construction, website operation, no matter how well it is built, can always appear in front of people as long as it is invested once. This is like a company invested by a certain unit. If the leaders, funds and equipment are in place, the company will be established. So, what is the purpose of enterprise establishment? Hope to develop gradually, the market share is getting higher and higher, and realize the return of profits. Of course, no one wants the day when an enterprise is established to be the day when it goes bankrupt. Similarly, no one wants the website to become a dead station after it is built and cannot work for the enterprise. In this sense, if the website wants to get a good return, it should operate, and it is a scientific operation. The management level of the website directly reflects the management level of the enterprise and embodies the whole enterprise culture. As far as the development trend of China's Internet is concerned, website operation should be brought into the overall management system of enterprises, so that the network can be organically combined with the original mechanism and the commercial potential of website and network marketing can be fully exerted. The website operation of an enterprise includes many contents, such as website promotion, network marketing management, website improvement and change, website post-update and maintenance, website enterprise operation, etc. , the most important of which is website maintenance and promotion. These two projects alone are far from easy to implement. Many enterprises make a big fuss when making websites. Everything is fine after the website is completed. Business owners rarely ask questions, and no one in the department responsible for website management knows basic maintenance knowledge. At most, the website is to create a new online sign on the business card, and the customers who meet the business card are similar in level and can survive. It's not bad to have such an effect. However, with the deepening of network application and the popularization of network marketing knowledge, more and more business owners and managers realize that a website that has not been updated for a year or two, a beautifully made website that few people know, is a complete waste of resources. Informatization is not as simple as building a website at one time, but the more important work lies in the long-term updating and promotion process after the website is completed. Website maintenance involves resources and costs, but as long as the correct efforts are made, the resources and costs required for website maintenance of most small and medium-sized enterprises will not be too high. Corporate websites mainly update products and explanatory texts. Small and medium-sized enterprise websites generally have no background content management system, and web page updating requires people who know how to make web pages, but most enterprises do not have talents in this field (although it is not difficult to learn how to make web pages). One way is to formulate the terms of the web page update service when signing a contract with the internet company that makes the website. Don't wait until the internet company needs to update because this problem is ignored in the contract. Another flexible solution is to train a web editor in the company and learn to use html editing programs such as Frontpage and Dreamweaver. If a person can learn to use word, he should be able to learn how to edit web pages and FTP files. It is not difficult for an Internet company to train itself, and it is not difficult to buy books for self-study. Learners can master one more knowledge without resistance. Therefore, this method can also be adopted. Website promotion is much more complicated and difficult. From link exchange, logging into search engines, publishing information to maintaining mailing lists and so on, all aspects involve professional knowledge, which can not be solved by simply learning some methods such as making web pages, but this part is very important. Therefore, we have the following suggestions for SME website promotion: outsource key projects and undertake other promotion work internally. Key projects mainly refer to search engine promotion and online advertising. Domestic search engines and online advertisements all push the agency system, and their authorized agents in various regions can be found on the website. Sometimes the price through the agent is lower than the external quotation of the media website itself. However, if the company doesn't have this budget, it will log on to GOOGLE for free, but the general website planners and designers don't consider the optimization of GOOGLE ranking alone in website construction, so it is still very difficult to get a good ranking. If search engine optimization is to be carried out, on the one hand, it involves cost, and the most important thing is the quality of optimization. In fact, at present, search engine optimization is usually just some personal behavior rather than company behavior, because search engine optimization is not successful. ......

What is Internet operation?

The copyright belongs to the author.

Please contact the author for authorization for commercial reprinting, and please indicate the source for non-commercial reprinting.

Author: Qing history

Link: Hu Zhi /...904660

Source: Zhihu.

Take building a house as an example. In my mind, it is technology that builds houses and walls. It is the product that determines what the house will look like. Whether the decoration is good or not is a matter for the designer. There are operations, like the most heroic servant in this family.

First of all, you should know the aesthetics and expectations of the owner of the house. It is the team leader's positioning of this product, and it is right to take people's money to eliminate disasters and do what the boss wants. This is not to keep you in a rut, but to keep the general direction consistent. It can be flexible when it is executed. For example, if the boss wants the room to be idyllic, you can hang a wind chime and have a coarse-grained solid wood dining table, which is no problem at all. But is it funny that you went straight to the luxurious bed in the European court?

Secondly, you should love this product, understand its temperament, or become its temperament. This temperament may not exist in the beginning, or it has been changing. But there must be. For example, Sina Lao Shen wants to be comprehensive, accurate, fast and objective. We often laugh that Sina's philosophy is "We don't judge news, we are just porters of news". Tang Yan's slogan for Netease News is "Attitude". Netease's news topics and Weibo topics in the early years all have their own "attitudes". In your opinion, it may be extreme or unusual, but this is the temperament of Netease. "They not only spread the news, but also take part in translation." Only when you know the temperament of the product, can you iron what you do for it properly. Moreover, the same temperament will unite you and your colleagues, and you will not face cold work, but like-minded excitement, mutual understanding and support.

Third, you should be familiar with the user groups who use this product, their characteristics, preferences and needs. When the user group reaches a certain level, it is necessary to subdivide users and formulate different operating strategies for different groups. About how to operate, simply and rudely say: give whatever you want! The average user is nothing more than: giving the stage a sense of accomplishment, giving money, promoting fame, paying more attention to interaction, establishing contacts and communicating offline. What you want is true love, the group of people who are most in line with the product temperament, so you should love him and not break his heart. Because what he wants may be that you make this product well, that's all. Many people were very sad when rice was trapped in 2009, but I didn't understand it at that time. But when Netease Weibo was dying, my heart was full of sadness. The reason why products have temperament is created by operation, products, artists and core users. When this product collapses, it loses its temperament, just like a child who is left unattended. For others, it is the normal death of a product. But in your heart, it may be a human tragedy.

Second, the operation, what can I do?

Let's talk about the conclusion first: everything can make products perceived by more people; Attract people who meet the product temperament to become users; Let potential users know about the product; The behavior of improving user viscosity and activity is the direction that operators should strive for.

1, expand. To sum up: make your own chromosomes and create homologous genes.

This is very important in the early stage of the product. Take Zhihu as an example. The first users are mostly Internet practitioners, product geeks, Cheng Xuyuan and operators. For a long time, my impression of Zhihu was "an internal forum of IT industry". Later, lawyers, gourmets, doctors and people in the emotional circle joined in one after another. It is difficult for you to extract an attribute in Zhihu now. But as Sean said in his column, many people miss Zhihu at first, which may be just a complex. In fact, Zhihu is far more wonderful than before in all fields.

Another example is Sina Weibo, from August 2009 to around 65438+February. At that time, the focus of expansion was not stars, but media people. I have to say, it's a brilliant move. First of all, media people are more receptive to new things than ordinary people. Secondly, the media people are here. If there is a sudden hot event, they are natural communicators. Lao Shen's previous ideal was to hope that online media could influence the paper media, but later this wish was realized by Weibo. For a long time, the hot things came from ......

What does network operation mainly do?

The scope of the network is too wide, including website operation, self-media operation, new media operation and so on. I think what you should ask is website operation.

From a big perspective, website operation is the general name of all website activities, including technology, art design, marketing, sales, content construction and so on. , all belong to the category of website operation;

From a small point of view, website operation is independent of technology, art design, sales, marketing and other work content. In some large Internet companies, there are generally special website operation departments, so we often hear that these Internet companies have the titles of operation manager and operation director.

Mainly responsible for

1, user demand analysis and ranking

Investigate and collect evidence or analyze statistics to understand the needs of users, and on this basis, comprehensively evaluate the desirability of these suggestions and programs. Put forward specific suggestions and plans to improve the website,

2. Construction of channel content

Channel content construction is an important work of website operation. The whole website, in fact, you will feel that you are doing content, which will be more obvious for some information portals. The content of the website determines what kind of website you are making. Of course, there are also some functional websites, such as search and instant chat. It only provides one function for everyone to use these functions. But don't forget, the ultimate goal of using these functions is to get the information you want.

3. Website planning

Website planning, including preliminary market research, feasibility analysis, planning document writing, business process description, etc. Planning is the key to building a website. A website will eventually become a good website only if it is really well planned.

4, product maintenance and improvement

In fact, the maintenance and improvement of products have some similarities with the demand analysis mentioned above. But in this section, more emphasis is placed on product maintenance. Product maintenance should be more about maintaining the products purchased by customers and responding to the questions raised by customers.

Product maintenance also includes formulating and changing product policies, carrying out good product packaging, improving product experience and so on. Product improvement, in most cases, is also a problem of demand analysis and sequencing.

5, coordinate the work of various departments

What is website operation? What are the contents of website operation?

The old fisherman's song analysis website operates as follows:

First, content construction: provide content, encourage users to contribute content, and tap loyal users;

Second, the user maintenance

1, establish and improve the assistance system;

2. Solve users' feedback problems in time and provide them with better services;

3. Actively invite users to experience and try new products, and let users participate in the website;

4. Set up the virtual system and level reasonably, and optimize and improve it in operation.

Third, product demand.

Fourth, data analysis.

Verb (abbreviation of verb) activity planning

Six, marketing planning

Seven, website competition analysis, etc.