How can enterprise websites accurately position products to make profits_ Shang pin China focuses on high quality website construction

Positioning is the starting point of all product marketing and the root of determining whether a product can be accepted by the market. It has been mentioned in countless books, cases, and by countless masters and experts. However, few traditional enterprises can really consider the positioning of enterprise websites. Enterprises in Website production The ultimate purpose of promotion marketing is to achieve product sales, and the positioning of the website is the most critical. Incorrect and biased website positioning, in an ambiguous state, will lead the entire marketing team astray, which will not only confuse netizens, but also the marketing team, knowing that funds and resources are exhausted. Kongcheng believes that in order to achieve accurate positioning of the website, it is necessary to analyze the four attributes of the industry, target group, coverage area, and business direction.

1： Crowd attribute

Determine the sales scope of the product, and target the target audience according to the function and purpose of the product. It is divided into male, female, student and other attributes in order to find corresponding propaganda media. After determining the attributes of the crowd, go back to the market and determine the price range of the products sold on the website. However, the wider the target population is, the better. On the basis of ensuring that the target population has continuous purchasing power and purchase volume that can support the development of the website, the more detailed the analysis of the population is, the more accurate the future promotion can be.

2： Product attributes

If an enterprise has the advantages of production and processing, low price procurement and cooperative sales of some products, it can list these products as key sales targets. Analyze the product's style, appearance, whether the initially proposed price can be accepted by customers, and the price, function, quality and sales volume of similar products in the market to determine the online sales price of the product. Analyze the profit rate of the single product and the monthly sales volume of the website.

The enterprise has not operated or processed any products in the past, but just wants to establish a mall to expand its income. It can analyze the hot products or hot industries in the market, and do not choose the cold industry, because no one sells does not mean no one sees this market. If the scope of the product is determined, the next consideration is procurement, agency or cooperative sales.

3： Business attributes

After determining the first three attributes, we should also determine whether it is a large and comprehensive comprehensive website or a refined and specialized vertical industry website. Comprehensive websites need more resources, have a greater probability of attracting netizens, and have higher future earnings. Vertical industry websites are more accurate in sales, more concentrated in target groups, and easier to market. The enterprise must objectively evaluate its own economic capacity, accurately analyze how much power it will have to promote the future development of the website, and how long it can sustain the non-profit stage to support the whole group, so as to finally determine the business attributes.

4： Regional attribute

E-commerce platforms usually need to achieve "monopoly" operation to make profits. Here, "monopoly" refers to the monopoly of brand influence. Relying on the strong influence of the website, it is undoubtedly a relatively long process to attract netizens with purchase demand to the mall. The enterprise shall determine according to the market promotion funds and logistics distribution Marketing website construction Whether to develop and operate nationwide or in a certain region. If the province or city where the enterprise is located has strong purchasing power and consumption potential, the empty city suggests that the enterprise first take the regional mall as the basis. Gradually expand the scope of business sales. The reduction of sales scope is equivalent to the reduction of publicity scope and difficulty.

It is not complicated to accurately position a website, which can be said to be a natural thing. Many enterprises do not calmly analyze when positioning e-commerce platforms, and will inexplicably innovate independently. Obviously, it is a fashion B2C website or a clothing website, so we should take the comprehensive B2C as the goal of surpassing.

Ambiguous positioning will inevitably lead to no continuous extension of the profit model. The deviation of website structure, target population, transaction process and market promotion has slowed the development of the website. It is often a question that has been discussed for many times without a result. It is not that a question has no answer, but that the root cause of the problem has not been found. The model of the website has no market basis and does not conform to the laws of the industry. Naturally, there are many problems and difficulties in the operation process.

How can enterprise websites accurately position products to make profits?

Date：2015-04-22 Source: Shangpin China Type: website encyclopedia
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