Chapter I Overview of the Project
I. Project Name: Website Construction and Promotion Scheme of "* * Club"
Second, the project content:
1, website construction and maintenance of "* * Club"
2. Strategic promotion of "* * Club" website
Three. Project features:
1, by designing and promoting websites from the perspective of financial culture;
2. The content of the website is designed around the important ideas of financial management, which mainly includes: transmitting financial management information, imparting financial management knowledge, exercising financial management skills, giving financial management guidance, and allowing users to participate in the exchange of financial management experience;
3. The website has a "virtual financial management" column, through which users can conduct a series of financial activities such as virtual stock trading, foreign exchange purchase and deposit.
4. The main selling points of the website are: virtual financial management, * * * sharing/viewing financial planning, sharing financial information, online guidance by experts, and perfect financial information service.
5. For website promotion, designing an optimal promotion scheme by combining activity promotion and advertising promotion can effectively promote the rapid promotion of website popularity.
Four. Project description:
At present, the increasing number of financial management tools and users' relative lack of financial management knowledge force users to constantly learn financial management knowledge, exercise financial management skills, and obtain advanced financial management concepts and the latest financial management information.
The website construction and promotion project of "* * Club" is a large-scale project carefully planned after a comprehensive analysis of the financial service market. This project takes the network as the main body and "financial management" as the main object. First, establish an all-round network platform, and then through a series of efficient promotion means, urge users to quickly recognize this website, and then identify with it, resulting in consumer desire.
"* * Club" website is aimed at modern urban white-collar workers and investors and managers from all walks of life. The content mainly includes financial information, financial messages, financial stores, financial universities, virtual financial management, financial clubs and so on, as well as the electronic version of Private Financial Management magazine. Among them, virtual financial management is the first simulated real financial management tool in China, which trains users' financial planning ability through virtual financial management training.
"* * Club" is not only a website, but also a platform to provide financial information, financial learning, financial communication and exchange, and an efficient financial service platform.
Efficient and pragmatic development strategy and good technical topology will help the website develop into the largest financial service network platform in China.
Chapter II Market Analysis
I. Introduction to the market
(This section is abbreviated)
Second, SWOT analysis
(A) Project advantages
1. The increasingly clear network application service market. According to the survey, since 2003, the domestic network market has been improving day by day, and the pure network service tends to the network application service market, that is, the network tends to be more refined.
2. The background resources of the website are "family periodicals", so it has a strong advantage in content and media effect;
3. Due to the late development of Internet financial services, there are relatively few competitors, and there are no certain hidden consumption rules in product development, so the freedom of development and innovation is greater.
(b) Project weaknesses
1. At present, some large-scale network organizations (such as Sohu.com's wealth management channel and First Wealth Management Network) participate in the wealth management network service market. If these existing competitors quickly allocate funds to develop vigorously, this project will inevitably become inferior.
(3) Project opportunity points
1. With more and more financial management tools, people's demand for financial management knowledge is increasing;
2. At present, people's wealth management knowledge is uneven, forcing wealth managers to constantly learn wealth management knowledge to improve their wealth management skills;
(d) Project issues
1. How to effectively locate the website, how to effectively grasp the financial consumption psychology of users, and provide targeted content;
2. How to design a good promotion channel to quickly and efficiently expand the popularity and influence of the website;
3. Because most financial services and guidance websites are not very mature, how to effectively publicize users and strengthen their consumption awareness is an urgent problem to be solved;
4. Using advanced network technology to promote the rapid development and efficient operation of the network platform is also the basic premise of the project;
5. You can get rid of your competitors if you make a good website in one step.
Chapter III "* * Club" Website Construction and Maintenance Scheme
First, the website positioning
The website of "* * Club" aims to cultivate and establish a culture of financial management, promote the society to increase its high awareness of financial management and rapidly improve its financial management skills, and at the same time form an online community atmosphere and increase communication and experience exchange. At the same time, the website also undertakes the online publicity of magazines and assists in the distribution and advertising of magazines.
Second, the target population.
1, social middle class, family manager (housewife, husband)
2, corporate finance/management, investors
3. Social financial institutions and employees
4. Middle and high-end consumers such as white-collar workers and gold collars (training financial experts)
5. Other people who are interested in improving their financial management ability.
Third, website content planning
(1) The website mainly includes the following parts:
1, consultation (financial information) part: financial news, financial information, financial figures, financial training, starting a business to get rich, financial navigation, expert comments, financial tests, reporters online, financial communities.
2. Electronic magazine (private finance) part: focus of this issue, content of this issue, key columns, previous periodicals, online subscriptions and advertisers.
3. Online shopping mall (wealth management store): product recommendation, latest products, classified navigation, online payment, etc.
4. Short Message Service (SMS): recommended service, subscription guide, service list, etc.
5. Virtual financial management Training: Virtual online financial management (see related scheme for details).
6.* * Club part: online communication, financial management experience exchange.
7. Other parts: including website introduction, advertising service and contact information.
(2) Detailed description of each part
1. "Financial Information" section: provides comprehensive financial news, common sense, opinions and other information. The main sub-columns are: financial news, financial market information, financial figures, financial training, starting a business to get rich, financial navigation, expert comments, financial testing, reporters online, financial community and so on. Members of each column can participate in comments. Let's briefly introduce the contents of each sub-column.
1) Financial Business Daily: News related to financial management, including financial news, stock market news, property market news, etc.
2) Financial management information: including the latest information of financial management objects such as stock market, bonds, funds, insurance, banks, foreign exchange, real estate, auto market, home and joining. , has reference value.
3) Financial figures: introduction of outstanding financial figures and sharing of financial experience. The characteristic content is that all members can enjoy their own financial plan for all visitors to comment on.
4) Financial business training: financial related common sense, national macro-policy guidance, financial management skills, etc.
5) Entrepreneurship to get rich: entrepreneurial experience sharing, entrepreneurial opportunities, franchise chain information, entrepreneurial figures, etc.
6) Financial navigation: introduction and recommendation information of financial products. Including: banking products, insurance products, fund products, stock market products, bond products, foreign exchange products, real estate products, auto market products, home products and so on.
7) Expert comments: set up experts to comment on all kinds of social financial information online, and registered members can also participate in the comments.
8) Financial quotient test: It is only effective for members to test their financial ability and intelligence.
9) Journalist Online: Magazine reporters take turns hosting online, introducing experiences and commenting on social phenomena, and at the same time, they can enter relevant chat rooms for centralized comments.
10) financial business community: open to members and visitors for online discussion.
2. "Private Finance" part: the electronic version of "Private Finance" magazine, sorting out the magazine contents in stages. Registered members (for a fee) can click on related articles to browse the content, or inquire by the number of times, and set up online subscription function.
3. "wealth management shop" part: online sales of related wealth management products can be issued by agents or by themselves;
4. "SMS service" part: Open website SMS service, including: financial information, focus finance, stock market dynamics, expert tips, real estate dynamics, helping you save money, today's wealth, clubs, etc.
5. "Virtual financial management" part: website selling point column. With the network as the main carrier and the social financial management mechanism as the background, the online virtual financial management plan is established. Registered members can simulate a series of financial activities such as "stock copying", buying foreign exchange, funds and deposits online through online procedures, use virtual currency, and set up bonuses to reward financial experts.
6. "* * Club" part: a place for club members to communicate, where they can share their financial experience online, enjoy financial planning, discuss financial topics and make friends. And make an appointment to enter the relevant chat room.
Fourth, the website structure diagram
(A) the overall structure of the website
(2) Functional structure diagram
(C) "Information Center" column structure diagram
(D) the content structure of the website
Verb (abbreviation for verb) website member
This website has two kinds of members, namely ordinary members and paid members.
(a) ordinary member function:
1, browse all the free articles on the website (financial news, financial figures, expert comments, reporters online, etc.). )
2. Subscribe to the website journals for free.
3. Enter the online communication area for online consultation with experts.
4, online mall related products.
5. Enjoy other functions
(2) paid membership function
1. Browse all articles on the website (including financial knowledge, financial information, financial information, financial guidance, experience enjoyment and other columns).
2. Free subscription to private financial electronic magazines.
3. Enjoy online virtual financial management
4. Enjoy or inquire about other people's financial planning online and participate in the discussion.
5. Financial guidance and online consultation hosted by experts.
6. Enjoy the SMS package discount.
7. Other functions enjoyed by fee-paying members.
(3) charging policy
1. Paying members charge annual membership fees.
2. Membership fee is 65438 yuan +020 yuan per year.
Intransitive Verb Website Maintenance
Our company can undertake the maintenance of your website. See the maintenance plan for details.
Seven. Analysis of uniqueness and innovation of website
1, website design with financial culture as the core can effectively grasp the development trend of the market and become the strongest and most favorable sword in the competition with competitors;
2. All-round financial information service can quickly enhance the comprehensive strength of the website and make it an effective tool complementary to magazines;
3. As the first virtual financial plan in China, it will become the biggest selling point of the website, and it is bound to become the first choice for netizens' financial reference;
4. Internet users can enjoy their own financial plans through the website * * *, and can participate in comments on financial plans. At the same time, experts will evaluate its financial plan, which will promote the effective communication between netizens and websites and is a great means to retain netizens.
5. Financial community, to rapidly promote the formation of financial culture;
6. In the form of clubs, various activities and salon activities can be held regularly to promote users' trust in the website and strengthen the influence of the website;
7. Multi-directional financial guidance and training is the potential driving force for the development of the website.
Chapter IV Website Promotion Scheme
I. Promotion strategy
The promotion of "* * Club" website includes two parts: self-help improvement and market promotion. The main purpose of self-service improvement is to attract more users to buy voluntarily, which is the most important part of pre-sales product development, including a series of means such as information quantification in website maintenance scheme. Marketing is a necessary process for websites to be recognized by the society, including various advertisements and promotional activities. The two interact.
The website always adheres to the core strategy of "selling in promotion and promoting in sales" and abides by "cognition->; Identification-> desire-> hidden rules of purchase. First of all, let the society know in the promotion process, including knowing the existence of the website, knowing the services provided by the website, knowing the address of the website and knowing the functions of the website. Then in the process of cognition, improve yourself and gain the recognition of users; Then through a series of means, such as strengthening propaganda and offensive, do a good job in consumer guide. , users will have a desire to buy, so as to complete the purchase action.
Second, the image positioning
Website image has always been positioned as four basic concepts: mentor, beneficial friend, knowledge and wealth, which can be extended to your financial mentor, bring you beneficial friends and teach you financial knowledge to bring you wealth, and carry out a series of promotion designs based on this.
Third, marketing means.
(a) mail promotion
1. Promotion purpose: to complete the cognitive process and let users know the function, address and service concept of the website;
2. Promotion scope: all Internet users.
3. Promotion method: mass advertising email is the main way. Website maintenance personnel will send it quantitatively every day and fill in the email promotion feedback form at the end of each day. The contents of the email include: theme, website address, LOGO, slogan and website purpose.
magazine advertising
1. Promotion purpose: to increase the potential user group (cognition) of the website.
2. Promotion scope: all Internet users.
3. Promotion method:
1) Design a large-scale (full-page) print advertisement with four concepts in image positioning as the theme. For your own magazine, it appears in the first, middle and last three parts at the same time. For other magazines, you can choose one or two books to appear alternately;
2) you can selectively exchange advertisements with some related magazines, and the exchange object is the relevant advertising space of the website;
3) In order to make magazine advertisements appear in the hands of different consumers and financial people in different regions at the same time, interest alliances can be selectively carried out, that is, advertising exchanges can be carried out on a large scale;
4) at the same time, it is supplemented by soft texts for publicity.
(3) distributing leaflets
1. Promotion purpose: to expand the awareness of the website in the eyes of wealth managers and stimulate consumption desire.
2. Promotion scope: banks, financial institutions and other financial institutions.
3. Promotion method:
1) With the introduction of functions as the main goal, we designed a folding-oriented advertising leaflet by comprehensively applying four concepts;
2) Advertising leaflets are mainly distributed to the advertising columns of major financial institutions (relevant agreements can be signed with them), and users can read them voluntarily;
3) In the special stage, it can be delivered to the densely populated areas of financial institutions by special personnel;
4) Print advertising leaflets on both sides to expand the information capacity of advertisements;
(4) Promotion activities
1. Promotion purpose: to stimulate consumption desire.
2. Promotion scope: It depends on the scope of activities.
3. Promotion method:
1) The activities to be held include: website opening press conference, "Looking for financial experts" online financial management (challenge) contest, comprehensive financial application annual meeting, annual "financial star" election, online financial management knowledge exchange summit (conducted in chat room) and so on.
2) Design the holding time and schedule of activities according to the promotion progress;
3) Relevant activities can be adjusted according to the promotion effect.
(5) Online publicity
1. Promotion purpose: to increase network influence.
2. Promotion scope: Internet
3. Promotion method: link exchange is the main way, and columns can also be set up on large portal websites as auxiliary publicity means of the website, and advertisements can also be exchanged.
Four. Phased plans and objectives
Website promotion strategy is divided into three stages: investment period, promotion period and stable period. The following are the strategic plans and objectives for each stage:
Step planning goal of remarks
Input cycle
(estimated two months) 1. Distribute 1000 leaflets to financial institutions and wealth management services in Guangzhou.
2. Two issues of magazine advertisements
3. It is planned to hold "website opening press conference", netizen financial knowledge contest and other activities 1, with an average daily visit of 3,000 people.
The website has 300 registered users every day.
3. The paid members of the website register 30 people every month.
1. Daily promotion includes: email promotion and website promotion.
2. Hold the "Financial Star" election all the year round, recommended by netizens. For the recommended stars, awards can be distributed in the form of prizes.
Promotion period
(expected half a year) 1. Distribute 3000 leaflets to financial institutions and wealth management services in Guangzhou.
2, two magazines or newspapers, six consecutive advertisements.
3. It is planned to hold online financial management (challenge) contest, annual meeting of comprehensive financial management application, 1 and other activities, with an average daily visit of 8,000 people.
This website has 500 registered users every day.
3. Monthly registered member of the website 100.
1 During the stable period, leaflets will be distributed all year round to financial institutions and wealth management services in Guangzhou.
2. Continue to publish print advertisements in your own publications. In addition, you can choose one or more magazines as the object of advertisement exchange, so as to maintain the stable traffic of the website.
3. Hold various activities all the year round, with an average frequency of one large-scale event every two months 1 and an average daily visit of 6,000 people.
The website has 300 registered users every day.
3. The website fee-paying members register 60 people every month.
Chapter V Project Budget
I. Investment budget
(A) website construction costs
Description of Step Content Amount (Unit: Yuan)
Website production cycle
The production cost is estimated to be 27,000 yuan (three months).
Office expenses 3000
The venue rental fee is 3000 yuan.
Other expenses in 2000
35,000 in total
Follow-up development The follow-up development part will be counted separately.
(2) Website promotion expenses
Description of Step Content Amount (Unit: Yuan)
First stage
(Investment period, estimated two months) Print advertising costs 2000 yuan/month. Other advertisements mainly come from advertising exchange.
Other publicity expenses 1000 yuan/month.
A total of 3000 yuan/month
stage Ⅱ
(Development period, estimated to be half a year) Print advertising costs 5000 yuan/month. Other advertisements mainly come from advertising exchange.
500 yuan/month is used for printing and distributing advertising leaflets.
Other publicity expenses 1000 yuan/month.
Total 6500 yuan/month
The third stage
(Mature) Print advertising fee 1000 yuan/month. Other advertisements mainly come from advertising exchange.
Other publicity expenses 500 yuan/month
500 yuan/month is used for printing and distributing advertising leaflets.
Total 2000 yuan/month
Second, the revenue budget
Description of Step Content Amount (Unit: Yuan)
First stage
(Investment period, estimated two months) Annual membership fee is 3,600 yuan/month. It is estimated that the number of paying members will increase by 30 per month, and the annual cost per person is 1.20 yuan.
Website advertising revenue 1500
Commodity sales revenue 500 yuan/month
SMS revenue
Total 5600 yuan/month
stage Ⅱ
(Development period, estimated to be half a year) Annual membership fee1.2000 yuan/month. It is estimated that the number of paying members 100 will increase every month, and each person will spend 120 yuan every year.
Website advertising revenue is 3000 yuan/month.
Commodity sales revenue is 3000 yuan/month.
SMS revenue 1000 yuan/month.
Total 19000 yuan/month.
The third stage
(Mature period) The annual membership fee is 7,200 yuan/month. It is estimated that the number of fee-paying members will increase by 60 per month, and the annual fee per person will be 1.20 yuan.
Website advertising revenue is 5000 yuan/month.
Commodity sales income is 2000 yuan/month.
SMS revenue 1500 yuan/month.
Total 15700 yuan/month.
Chapter VI Project Implementation Progress
First, the website construction progress
The website production time is expected to be three months. The following is the website construction schedule control table.
1 week, week 2, week 3, week 4, week 5, week 6, week 7, week 8, week 9.
comprehensive analysis
database design
overall arrangement
Management program development
Overall program testing
Information collection and editing
Second, the website promotion schedule
(For website promotion, see Chapter 4 "Phased Plans and Objectives")