Second, from a small point of view, website operation is independent of technology, art design, sales and marketing. In some large network companies, there are usually special website operation departments, so we often hear that these network companies have the titles of operation manager and operation director.
Obviously, the understanding of website operation should be understood from a small aspect, because only in this way can we define what website operation is and clarify the specific content of website operation, which is more instructive.
Website operation should include five aspects: website demand analysis and arrangement, channel content construction, website planning, product maintenance and improvement, and departmental communication and coordination. However, what are the work contents of these five aspects? Below, a comprehensive analysis will be made.
Demand analysis and arrangement
For a website operator, the most important thing is to understand the requirements and put forward specific suggestions and schemes to improve the website on this basis. Of course, these suggestions and plans should not be swallowed up, but should be discussed and analyzed with everyone to confirm whether they are concrete and feasible. When necessary, it is necessary to conduct investigation and evidence collection or analysis and statistics to comprehensively evaluate the desirability of these suggestions and programs.
Demand innovation directly determines the characteristics of the website, and the website with characteristics will be more valuable and attract users. For example, in every edited article of Sina, other content links that are extremely related to the content are often provided for readers to choose, giving full consideration to users' interest needs. The change of website details should be based on grasping the needs of users.
In addition, the analysis of demand also includes the study of competitors. Study the products and services of competitors, see what innovations they have made recently, and judge whether these changes are really valuable. If it can bring value to users, there is no doubt that "takenism" will be implemented.
Channel content construction
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.
The construction of channel content, more work is done by specialized editors, including channel column planning, information editing and uploading, information content quality improvement and so on. Editors, who do the work within the scope of website operation, are important members of website operation.
Content construction is a long-term accumulation process. Improving the quality of website content should be the ultimate goal of editors. For many small websites, or some big websites, website editors assume the role of website operators. Not only should you be responsible for editing information, but also making requests, making plans and so on.
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. Because the previous website planning involved many market factors. Here, this book does not discuss.
Plan effectively according to the demand. How to display the title and content of the article, how to place function keys, how to display advertisements, etc. , all need reasonable and scientific planning.
Page planning and design are different. Page planning is relatively primary, while page design has risen to a more advanced level. For the preliminary plan given in the operator's plan, the designer can fill in the drawing and add color to make it a beautiful page, so that customers or users can get a good impression.
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.
In most Internet companies, there are more customer service staff. Many times, customer service staff may not be very clear about technology, products and other issues, and many customers' questions are not well answered. At this time, it is necessary for operators to analyze and judge the problems, or give customers a reasonable explanation ... >>
Question 2: What business does e-commerce include? First, what is e-commerce?
E-commerce originated from English ELECTRONIC MERCE, abbreviated as EC. As the name implies, its content includes two aspects, one is electronic mode, and the other is business activities.
E-commerce refers to the use of simple, fast and low-cost electronic communication methods to conduct various business activities without meeting buyers and sellers. E-commerce can be completed through various electronic communication methods. Simple, for example, you conduct business activities with customers by phone or fax, which seems to be called e-commerce; Now people are discussing e-commerce, mainly through EDI (Electronic Data Interchange) and the Internet. Especially with the maturity of Internet technology, the real development of e-commerce will be based on Internet technology. So some people call e-commerce IC (Internet merce) for short.
From the perspective of trade activities, e-commerce can be realized in multiple links, or it can be divided into two levels. The lower-level e-commerce is e-commerce, e-trade, e-contract and so on. The most complete and advanced e-commerce should be to use the Internet to carry out all trade activities, that is, to completely realize information flow, business flow, capital flow and partial logistics on the Internet. In other words, you can negotiate with customers online, place orders, pay (receive) money, open electronic invoices and even pay taxes through electronic customs declaration in one go.
To achieve a complete e-commerce will involve many aspects, besides buyers and sellers, banks or financial institutions, certification bodies, distribution centers and other institutions need to join. Because the parties involved in e-commerce don't know each other physically, the whole process of e-commerce is not a copy of business activities in the physical world. Online banking, online electronic payment, data encryption, electronic signature and other conditions and technologies play an important and indispensable role in e-commerce.
Second, how to learn electronic commerce
There are many aspects of e-commerce learning, but now many students are not clear, and teachers are not clear about what to learn, what to learn and how to learn. In this regard, I would like to talk about my personal views.
1. Now teachers in schools and related majors should understand that this industry should be used to make those things, which are commonly used and which are important things, and textbooks and teaching AIDS should not be used indiscriminately for students.
2. Students should also learn about this knowledge from current related companies and what e-commerce needs. Books are so important that you can't learn from any books.
At present, there is no clear conclusion about e-commerce in China. What to learn and what not to learn is very important, whether it is electronics or business. If it is more important than electronics, there is not much concern, because the electronic aspects used in e-commerce are not very common and ordinary people can't do it. E-commerce companies will invite people in the field of computer technology to do it. E-commerce is an international industry.
E-commerce should learn from international business.
5. International language is also very important.
6. It is to learn what e-commerce can use now.
7. Make more use of this aspect, do some simple business activities online, and learn about online marketing.
Question 3: What aspects does e-commerce include? Hello, Chinese public education is at your service.
There are many precautions in the operation of online stores, so if you want to do an online store well, you need good operation to do it well. There is a lot of room for improvement in operation, so training is needed first, and then everything can be done at work. You can log in to official website of Zhonggong Diangong Business School to study and consult.
If in doubt, please consult the public education enterprises in China.
Question 4: What occupations does e-commerce include? E-commerce is a big category. In fact, any behavior that uses the Internet to promote and achieve sales purposes can be called e-commerce. E-commerce also includes many occupations, such as network promotion, network marketing, network planning, website operation and so on.
Question 5: What business does e-commerce cover? E-commerce refers to all kinds of business activities that make buyers and sellers face to face with the Internet as a tool.
E-commerce major is a new interdisciplinary subject integrating computer science, marketing, management, law and modern logistics. It aims to cultivate innovative and compound electronic commerce senior professionals who master the basic theories and knowledge of computer information technology, marketing, international trade, management, law and modern logistics, have the ability to carry out business activities through the Internet, and use computer information technology and modern logistics means to improve enterprise management methods and improve enterprise management level.
E-commerce is a process of conducting business activities by electronic means within the scope permitted by law, with business activities as the main body and computer networks as the basis.
E-commerce is a process of constantly optimizing enterprise activities by using digital information technology. E-commerce covers a wide range, which can be generally divided into business-to-business, business-to-consumer and consumer-to-consumer. There are five modes, such as business-to-government and business process, among which business-to-business and business-to-consumer are the main ones. There are three modes of business process. With the increasing number of netizens in China, online shopping and bank card payment are becoming more and more popular, and the market share is also growing rapidly, and e-commerce websites are emerging one after another. The most common security mechanisms of e-commerce are SSL (Secure Sockets Layer Protocol) and SET (Secure Electronic Transaction Protocol).
E-commerce is a developing concept. IBM, the pioneer of e-commerce, put forward the concept of e-commerce in 1996, and again in 1997. But when these concepts were introduced into China, they were all translated into e-commerce. Many people confuse these two concepts. In fact, these two concepts and contents are different. E-commerce should be translated into e-commerce. Some people call e-commerce e-commerce in a narrow sense. E-commerce is called e-commerce in a broad sense. E-commerce refers to the realization of electronic trade activities at all stages of the whole trade process. E-commerce uses the network to realize the electronization of all business processes.
Question 6: What does e-commerce include and how does it work? E-commerce includes many things, such as electronic transfer between banks, electronic remittance, online trade and online services (such as QQ)(B2B, B2C B2G).
According to the online terminology, it is to conduct commercial transactions by electronic means. Based on the electronic processing and transmission of data, it contains many different activities, involving products and services, traditional activities and new activities. ~ ~ hehe
From a systematic point of view, e-commerce website can be regarded as an open information management system. As a website, if this system wants to be fully and thoroughly implemented and roughly divided, it probably needs four levels:
The first layer, e-commerce is based on the network hardware layer. At this level, it is necessary to understand the functions of general computers, servers, switches, routers and other network devices, and understand the performance of enterprise network products, such as Cisco; Understand routing protocol, TCP/IP protocol, etc. Familiar with local area network knowledge and have the ability of network design, installation, maintenance and management. At this level, Cisco's CCNA, CCNP and CCIE certifications are authoritative in the industry. Generally speaking, the e-commerce curriculum system does not cover many things at this level.
The second layer is the software platform for implementing e-commerce. At this level, it involves the selection, installation, debugging and maintenance of server-side operating system, database, security and e-commerce system. For example, on Microsoft's windows operating platform, the server operating system currently has server2003；; The database has SQLserver；; E-commerce applications include merce server and content management server; ; Security includes ISA server and so on. At this level, many Microsoft certifications, such as MCSE, MCAD, MCSD, MCSA, McDerball, etc. It is undoubtedly helpful to master knowledge. But it is not the focus of e-commerce major.
The third layer, e-commerce application layer. At this level, the design and development of business logic and website products, such as interface design, may require knowledge of html, css, xml and scripting languages, as well as web page design and image processing skills such as Dreamweaver and Photoshop. Or the development of network applications. At this level, in some universities, some students interested in technology may realize it.
The fourth level, e-commerce operation management, involves various business support personnel such as customer service, market, trade, logistics and sales. It should be the focus of e-commerce learning! Types and operation forms of e-commerce
E-commerce is the most commercialized part in the network economy and the core component of business activities in the network economy era. It is usually composed of e-commerce between commercial organizations, e-commerce between commercial organizations and consumers, e-commerce between commercial organizations and administrative organizations, and e-commerce between consumers and administrative organizations.
1. Business-to-business e-commerce activities refer to a series of commercial transactions such as purchase and payment between industrial enterprises and between industrial enterprises through computer networks. People in the IT industry are used to calling it business to business. B2B for short.
2. E-commerce between commercial organizations and consumers refers to various e-commerce activities between industrial and commercial enterprises and consumers. It is mainly an e-commerce activity with the help of the Internet as a means of distribution, and online service, home delivery and other supporting service systems as a means of distribution. This kind of activity is the main component of e-commerce at present. Moreover, in China, its development speed is extremely fast, among which 8848 online, Netease, 800BUY and [mailbox protection] have developed rapidly and have begun to take shape. The abbreviation B2C is the abbreviation of BusinesstoCustomer.
3. E-commerce activities between administrative organs and commercial institutions refer to e-commerce activities between administrative organs and enterprises in industrial and commercial industries. Such as: * * online procurement, online bidding, online auction; * * * E-commerce activities such as online issuance of administrative licenses, import and export licenses, and online taxation of enterprises.
4. The e-commerce activities of administrative organs to consumers refer to the e-commerce activities of * * to individual citizens. Such as: online tax payment, social welfare fund distribution, outpatient service in online hospital, online remote ... >>
Question 7: What are seven e-commerce modes, such as 7:B2B, B2C, C2C, B2M, M2C, B2A (namely B2G) and C2A (namely C2G)?
B2B = business to business.
Business-to-business e-commerce refers to the exchange of products, services and information between enterprises through the Internet. Generally speaking, the supply and demand sides of e-commerce transactions are merchants (or enterprises and companies), who use Internet technology or various business network platforms to complete the process of business transactions. These processes include: publishing supply and demand information, ordering and confirming orders, payment process, issuing, transmitting and receiving bills, determining distribution scheme and monitoring distribution process. Sometimes I write B as B, but for simplicity, I simply use its homonym B2B(2 is 2). Typical examples of B2B are China suppliers, Alibaba, China Manufacturing Network, Dunhuang Network, HC Network, Win Business Network, Needsee, E-commerce Learning Bar and so on. B2B can be divided into foreign trade B2B and domestic trade B2B according to the service object, comprehensive B2B and vertical B2B according to the nature of the industry, and vertical B2B includes: China Chemical Industry Network and Luwen Construction Service Network.
B2C = Business to Customer
B2C mode is the earliest e-commerce mode in China, which is marked by the official operation of 8848 online mall. The first kind:
Comprehensive Shopping Mall: Tianhe City and Jiazheng Square on Taobao Line.
Mall, called the city, there will be many shops in the natural city. Yes, comprehensive shopping malls are like big shopping malls in real life, such as Tianhe City and Jia Zhengxin Daxin. The first floor of the mall may be a first-class brand, then the second floor is women's wear, the third floor is men's wear, the fourth floor is sports/decoration, the fifth floor is digital, and the sixth floor is special ... put n brand stores in it, and this is the mall. Taobao Mall in the back is naturally this form, which is no different from tradition. It has a huge shopping group, stable website platform, perfect payment system and credit guarantee system (although there are still many shortcomings at present), which promotes sellers to sell things and buyers to buy things. Like traditional shopping malls, Taobao itself does not sell things, but provides a complete sales package.
The advantages of online mall, such as sufficient popularity, rich products, convenient logistics, cost, 24-hour city that never sleeps, no geographical restrictions, and more abundant products, reflect that online comprehensive mall is about to gain a place in the trading market.
This kind of shopping mall is divided into regions, and there are always three or five big shopping malls in every big city. In the Internet field, it is also doomed that three or five comprehensive shopping malls will dominate the world, and now it is the embarrassing situation that Taobao is the only one. In fact, there are similarities between Pai/Yi Bei/Yes, but they are so far apart that I don't even want to mention them.
The second type:
Single-minded integration type: Sai V network
Saiv. com is mainly engaged in online sales of sporting goods, shopping guides, news information and event reports. , and will be a large-scale comprehensive sports portal. Beijing Saiwei Net Information Technology Co., Ltd. is an innovative comprehensive enterprise. They innovatively integrate the advanced e-commerce model with the traditional retail industry, serve customers with the help of modern network platforms and call centers, and are mainly engaged in sports brand goods business, so as to be only authentic and pay great attention to customer service. Relying on Saiv, the company takes online marketing and website promotion as the main means, and mainly relies on advanced marketing concepts, efficient and perfect distribution methods and brand-new business models to provide consumers with high-quality and perfect shopping experience.
The third kind:
Department Store: Wal-Mart on Amazon Dangdang Excellence Line
A shop, called a shop, is only one seller; Department store is a rich product line to meet daily consumption needs. This kind of store has its own warehouse, which will reserve a series of products for faster logistics and customer service. This kind of store will even have its own brand. It's like offline Vuormaa, Watsons, Baijia.
This model is most concerned by Amazon. Many friends in the industry laughed and said that if they want to enter the e-commerce industry, they should first learn from Amazon, be an e-commerce industry and get rid of Amazon. What you are talking about is its professionalism and scale, which makes you love and hate. Here, Dangdang Zhuoyue is a company that I personally admire for almost ten years, although in 2004, Amazon claimed to acquire it for $65.438+500 million ... >>
Question 8: What e-commerce service functions do e-commerce services include?
Perfect e-commerce can provide services in the whole process of online transaction and management. To sum up, the service function of e-commerce is mainly reflected in the following aspects.
1. Online advertising service
At present, online advertising is widely carried out on the Internet, and the effect is also remarkable. On the Internet, browse any home page, and you can almost see advertising information of one kind or another. Especially on the homepages of some companies and enterprises, the space occupied by advertisements is more prominent. E-commerce enables enterprises to publish various commercial advertisements and product and service information on the Internet with the help of Web servers and customers' browsers. Customers can quickly find the required commodity information with the help of online retrieval tools, while merchants can use online homepages and e-mails to advertise all over the world. Compared with all kinds of advertisements in traditional media such as radio, newspapers and television, online advertisements have the lowest cost and the richest information for customers. As online advertising plays an increasingly important role in Internet-based e-commerce activities, people call the Internet "the fourth media".
2. Online consultation and transaction negotiation services
At present, the Internet has provided users with a variety of convenient information exchange methods, such as e-mail, newsgroups, discussion groups, whiteboard meetings and online meetings. E-commerce enables enterprises to understand market and commodity information and negotiate transaction affairs through non-real-time e-mail, newsgroups and real-time discussion groups. If there is further demand, they can also use online whiteboard meetings to exchange real-time graphic information. Online consultation and negotiation in e-commerce breaks through the time and space limitation of people's face-to-face negotiation, and provides a variety of convenient forms of conversation in different places. Online product ordering service With the help of the mail system in the network, e-commerce can realize real-time online ordering.
3. Online monetary payment service
E-commerce should be a complete process and an important link to realize online real-time monetary payment. Credit cards and electronic money can be used between customers and enterprises. Smart cards and other ways to achieve online payment. Using electronic payment means directly online can not only save a lot of personnel and other expenses in the transaction for buyers and sellers, but also make the payment for goods more flexible. Convenient, but also can speed up the efficiency of capital turnover. Of course, in order to realize online payment service in e-commerce system, a more reliable information transmission security control mechanism is needed to prevent illegal acts such as tampering, disclosure and fraudulent use of transaction information.
4. Electronic account management services
The implementation of online monetary payment must be supported by electronic financial system, that is, banks, credit card companies and insurance companies should provide online payment services, and electronic account management is its basic component. Credit card number or bank account number is the symbol of electronic account, and its credibility needs to be guaranteed by necessary technical measures. The application of digital voucher, digital signature and data encryption ensures the security of electronic account operation.
5. Online commodity delivery and inquiry services
After the customer pays the transaction money, the merchant should deliver the goods ordered by the customer to the customer as soon as possible. For some goods provided in kind, merchants can deliver them to their doors through their local or off-site distribution systems, or entrust relevant freight companies or postal departments to transport or mail the goods to customers. Customers can know the delivery and arrival time of their purchased goods in time through the information network.
For some information products, it is most suitable for direct delivery on the Internet, such as software, e-books, information services, database retrieval and so on. It can provide direct and real-time full-process services from the merchant end to the user end through the Internet.
User consultation service In the process of e-commerce, enterprises can conveniently use the format files such as "Select" and "Fill in the blanks" on the webpage to collect users' feedback opinions on enterprises and their products and services. In this way, enterprises can know the feedback information of users in time, and the market operation of enterprises can form a virtuous circle. Customer feedback can not only improve the level of after-sales service, but also enable enterprises to obtain business opportunities to improve products and discover the market, and establish a good image of enterprises. Figure 1-2-6 shows Compaq's user feedback interface.
6. Transaction activity management services
The management of the whole transaction involves the coordination of people, money, goods, enterprises, enterprises, customers and enterprises. & gt
Question 9: What is e-commerce and what is its use? E-commerce is a commercial activity with information network technology as the means and commodity exchange as the center; It can also be understood as trading activities and related services conducted on the Internet, Intranet and VAN (Value-added Network), which are electronic, networked and informationized in all aspects of traditional business activities.
E-commerce usually refers to a new business operation mode in which buyers and sellers conduct various business activities without meeting each other in a wide range of business and trade activities around the world under the open network environment of the Internet, and realize online shopping for consumers, online trading for merchants and online electronic payment, as well as various business activities, trading activities, financial activities and related comprehensive service activities. Countries, scholars and business people have given many different definitions according to their respective positions in e-commerce and different angles and degrees of participation in e-commerce. E-commerce is divided into ABC, B2B, B2C, C2C, B2M, M2C, B2A (namely B2G), C2A (namely C2G), O2O, etc.
Various functions
E-commerce can provide online trading and management services. Therefore, it has various functions such as advertising, consultation and negotiation, online ordering, online payment, electronic account, service delivery, consultation and transaction management.
advertisement
E-commerce can publish all kinds of business information on the Internet with the help of enterprise's Web server and customers' browsing. Customers can quickly find the information they need with the help of online search tools, while businesses can use online homepages and e-mails to advertise around the world. Compared with all kinds of advertisements in the past, online advertisements have the lowest cost and the richest information for customers.
Consultation and negotiation
E-commerce can use non-real-time e-mail, newsgroups and real-time discussion groups to understand market and commodity information and negotiate transaction affairs. If there is further demand, you can also use online whiteboard meeting to exchange real-time graphic information. Online consultation and negotiation can go beyond the limitation of people's face-to-face negotiation and provide a variety of convenient forms of conversation in different places.
Online ordering
E-commerce can realize online ordering through interactive mail transmission in the Web. Online ordering usually provides very friendly ordering tips and interactive format boxes on the product introduction page. When the customer fills in the order, the system usually replies to the confirmation information form to ensure that the order information is received. The ordering information can also be encrypted, so that the business information of customers and businesses will not be leaked.
Online payment
E-commerce should be a complete process. Online payment is an important link. Credit card accounts can be used for payment between customers and merchants. Using electronic payment means directly online will save a lot of people's expenses in the transaction. Online payment will need more reliable information transmission security control to prevent cheating, eavesdropping, fraudulent use and other illegal acts.
Electronic account
Online payment must be supported by electronic finance, that is, banks, credit card companies, insurance companies and other financial institutions should provide online operation services for financial services. Electronic account management is its basic component. Credit card number or bank account number is the symbol of electronic account. Its credibility needs to be guaranteed by necessary technical measures, such as digital vouchers, digital signatures, encryption and so on. The application of these means provides security for electronic account operation.
Service provision
Customers who have paid should deliver the goods they ordered to them as soon as possible. Although some goods are local and some are off-site, e-mail will be able to deploy logistics in the network. The most suitable goods for direct delivery on the Internet are information products. Such as software, e-books and information services. It can send goods directly from the electronic warehouse to customers.
consult
E-commerce can conveniently use the format files such as "Select" and "Fill in the blanks" on the webpage to collect users' feedback on sales services. Only in this way can the market operation of enterprises form a closed loop. Customer feedback can not only improve the after-sales service level, but also enable enterprises to obtain business opportunities to improve products and find markets.
office management
The management of the whole transaction will involve people, money, things and many other aspects, as well as the coordinated management between enterprises, between enterprises and customers, and within enterprises. Therefore, the transaction ... >>
Question 10: What does e-commerce include? Employment orientation: 1, online store operation manager/supervisor 2, Internet trade: domestic Internet trade, international Internet trade 3, online marketing 4, online editing 5, website construction and maintenance (non-development) 6. Online store artists can be found in big cities with relatively fast economic development, and Shanghai, Beijing, Shenzhen and Nanjing have better development prospects. Main courses: computer network principle, introduction to e-commerce, e-marketing foundation and practice, JAVA basic course, e-commerce and international trade, e-commerce letter writing, e-commerce marketing writing practice, marketing planning, Web page color matching, web page design, web standards and website reconstruction, FlashActionScript animation design, UI design, e-commerce website construction, e-commerce management practice, ERP and customer relationship management, e-commerce logistics management, e-commerce professional English, e-commerce I study e-commerce and am currently developing in Shenzhen.