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Operation management of e-commerce website

Source: Shangpin China | Type: website encyclopedia | Time: August 11, 2014
In order to effectively operate, maintain and manage e-commerce websites, we should first establish and improve the corresponding operation and management organizations to achieve a clear division of labor and perform their respective duties. A sound website of an institution should have functional departments such as technical maintenance, business management (including market operation and business promotion departments) and daily administration. For e-commerce websites, institutions such as e-store guidance, e-store maintenance and logistics management should also be set up according to the business content and its own characteristics. In a word, in the setting and use of personnel and institutions, we should make clear the posts, responsibilities and rights, so that everyone can take their own responsibilities and make the best use of their talents.

In terms of operation and management, flexible and diversified operation and management methods should also be adopted according to the specific situation. We can not only learn from the traditional operation and management methods, but also consider the new features of e-commerce websites in service methods and technical means. The so-called "learn from the traditional operation and management methods" means that we can refer to the experience of traditional business activity management, such as traditional markets The establishment and management mode of the staff and organization of the shopping malls and stores can be used for reference. This is because e-commerce also develops and matures in traditional business activities. It also inevitably has many characteristics consistent with traditional business. That is, commonness. However, reference does not mean copying, because e-commerce is based on a new service carrier, so it inevitably has its new characteristics in service methods and technical means. Here is a specific example to illustrate.
 

Tracking investigation and analysis of the characteristics of customers' shopping is an effective operation method often adopted by traditional businesses. Most of their specific operation methods are to ask customers to fill in the corresponding questionnaires, etc. Of course, not all customers are happy about this. For those customers who are not willing to cooperate, Filling in such forms is a very tedious thing. So, can we learn from and adopt this in the emerging e-commerce websites? The answer is yes, but considering the new features of computer and network technology, you can use new means and methods in the specific operation mode of such tracking investigation and analysis. For example, the log file automatically generated by the system can help you easily complete the investigation of such raw data. The log file can provide valuable information about your customers' shopping and the Internet. It will tell you how they found your website, what pages they visited on your website, and what people bought. By carefully tracking the data contained in the log file (especially long-term data), you can find and summarize the areas suitable for your reinvestment and how to change the performance-based media investment strategy. You can also find clues to the need to improve the website through the tracking data of the log file. For example, why do many users stop after clicking a page? Maybe there is a problem with the design of that page, which needs to be simplified, rewritten or even repositioned to make it easier for them to reach the key parts of your page and be willing to stay on your website for a longer time and buy more things. For example, in order to ensure that you use the most effective marketing strategy, you should not only determine which ads generate the most orders, Also evaluate the return on that investment. You may also find that direct mail has brought a variety of visitors to your website, but they have hardly bought anything. At the same time, a logo advertisement may only attract some visitors, but those who arrive at your website through the logo advertisement are likely to buy some products. From this, we can analyze and compare which market forms are the most worthwhile, and how much money they have earned and spent for your website. These are very meaningful for adjusting your operation strategy.

The above is just a simple example. But it has been able to explain the problem. E-commerce website is a new thing. Its operation, management and maintenance are new problems that have never been experienced before. We should fully consider its own new characteristics while learning from traditional experience. In practice, we should experiment and explore more, so as to sum up a set of experience and methods of e-commerce website operation and management.
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1. Part of the content of this site comes from the network, and the copyright of some articles and pictures involved belongs to the original author. The reprint of this site is for everyone to learn and exchange, and should not be used for any commercial activities.

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