What are the contents of e-commerce operation?

First, from a broad perspective, website operation is the floorboard of all website activities, including technology, art design, marketing, sales and content construction. , all belong to the scope of website operation;

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, 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, I won't discuss it in this article.

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 cannot be answered. At this time, operators need to analyze and judge the problem, or give customers a reasonable explanation, or hand over the problem to technology, or find a better solution. From this perspective, customer service personnel are the "customers" of operators.

In addition, product maintenance also includes formulating and changing product policies, carrying out good product packaging and improving product experience. Product improvement, in most cases, is also a problem of demand analysis and sequencing. I have mentioned it before, so I won't go into details.

Coordination of various departments

This part of the work content, more embodies the role of management. Because the operators know the operation of the whole website like the palm of their hand and have comprehensive knowledge, the communication and coordination with technicians, artists, testers and businesses are more borne by the operators.

As an operator, communication and coordination ability is essential. To deal with different professional thinking, in the process of communication, you may encounter many incomprehensible or difficult communication phenomena, which is a relatively normal problem. It is a common phenomenon in almost all network companies that operators and technicians quarrel endlessly and finally solve a simple small problem.

Excellent website operators need to have professional knowledge, writing ability, scheme planning ability, communication and coordination ability, project management ability and so on. At present, there are a huge number of websites and countless website operators, but excellent operators are rare. Including many original publishers: Prince Ahai 88.

E-commerce operation recruitment requirements 1, high school education or above, major in e-commerce, advertising and marketing is preferred; 2, familiar with e-commerce platform (especially Taobao) operation process and rules; 3. Familiar with website promotion and operation, able to independently plan and implement related promotion and marketing activities; 1, (cooperate with the store manager to be responsible for the operation and management of Taobao or Tmall Mall stores; ? 2. Participate in the daily operation and management of online shop revision planning, shelving, promotion, sales and after-sales service; 3. Assist the store manager in daily store operation. 4. Organize daily, weekly and monthly monitoring data: marketing data, transaction data, product management and customer management. ? 5. Complete other tasks assigned by superiors. E-commerce platform manager recruitment information requirements: 1, responsible for the operation of online Tmall, Taobao, JD.COM, Weipin and corresponding platforms; 2. Be responsible for the work of docking platform II and implement specific work; 3, responsible for the supervision of the corresponding platform; 4. Plan and organize store marketing activities, integrate resources, estimate the output of activities and give actual activities; 5. Put forward marketing improvement measures and practical improvement schemes. 6. Give priority to e-commerce operation/store manager in clothing industry (5000-8000 yuan/month) Job description: Job responsibilities: 1. Responsible for the operation of branded men's clothing stores, and improve the sales volume and brand image of the stores; 2. Lead and arrange SEO optimization of micro-mall to improve the search ranking of micro-mall; 3. Activity planning, refining points of interest, writing copywriting and layout; 4. Shop product mix planning and product description page optimization to improve product conversion rate; 5. According to the product characteristics, put forward suggestions on page optimization to improve the visual experience and click-through rate of customers; 6. Put forward marketing promotion suggestions for through train, drilling exhibition, taobao guest and SNS according to operational requirements; 7. Analyze relevant data and continuously improve store operation according to the data; 8. Team work arrangement and division of labor; 9. Communicate with Tmall Xiaoer and strive for category resources; Thinking about e-commerce, we might as well start with thinking about business activities. The essence of business activities is the transaction and integration of resources. Just like two sides of a coin, transaction and integration are two sides of business activities. Every transaction is accompanied by a new resource integration, and the goal of transaction and integration is to enhance or maximize the value. Transaction and integration-that is, business activities-generally have three forms, one is the market, the other is the enterprise, and the third is cooperation. Market is a form of transaction, and enterprises are also a form of transaction (more complicated, of course), while "cooperative" business organizations (such as strategic alliance, virtual enterprise, outsourcing, etc. ) The market and enterprises are a booming form of transaction. According to the different application scope, e-commerce can be divided into three types: market application, enterprise application and collaborative application. However, the application of e-commerce should not be limited to the local areas of business activities (such as website e-commerce or network marketing), because the integration of business activities inevitably requires the integration of e-commerce. "Electronic" in e-commerce refers to e-commerce technology, so is it possible to realize e-commerce by combining e-commerce technology with the above-mentioned business activities? The answer is not a simple "yes" or "no", but how to combine them. Please look at the following two formulas: e-commerce ≠ e+commerce e-commerce = e × commerce. These two formulas mean that e-commerce is not a simple addition of e-commerce and commerce, but an effective integration of e-commerce and commerce; The combination of e-commerce and commerce does not necessarily lead to more efficient and effective e-commerce. On the other hand, if the combination is not good, the efficiency and benefit of e-commerce will be lower. Therefore, it is inappropriate to continue to define e-commerce as "conducting business activities through computer networks", and it is necessary to make some amendments to the concept of e-commerce: e-commerce is a business activity based on and effectively combined with computer networks. Looking at the development of commercial activities and even the whole human activities, information technology is always accompanied. The progress of every business activity is accompanied by the progress of information technology. In the continuous evolution, information technology and business model have formed an effective and integrated system connection. A certain information technology always matches a certain business model. Changing information technology without changing the business model is tantamount to letting the train run on the road, which will only increase the cost in vain and will never bring efficiency and benefit. Therefore, the "business" in e-commerce must no longer be the original business activity model, but an evolved business model that matches the e-commerce technology. In essence, e-commerce is not only the application of a tool or method, but also a brand-new business model, and any business model is the social division of labor under the technical and institutional conditions of society at that time. A good business model will inevitably promote social division of labor, improve the efficiency of social production and transformation, and then promote social and economic development. However, there is a very complicated interaction between business model and social division of labor in the actual process, which makes it difficult to complete the design of any successful business model completely in people's minds, books or studies, and can only be completed through social organization experiments, which will be affirmed, improved or denied through continuous experiments, thus enabling the new business model to evolve. All kinds of business models we see now-such as department stores, chain stores, wholesale markets, strategic alliances, etc. -are the products of experiment and evolution. Both theory and practice have proved that when facing and dealing with a complex system with many interactions-e-commerce model is such a system-experiment and evolution are the only way to promote development. Based on this understanding, we can understand why the application and development of network economy and e-commerce often do not develop in the way we expected, and often fail where we think it is bound to succeed, but surprise us where we have no hope. We should treat the setbacks and failures of network economy and e-commerce with a normal mind as we understand the process of human evolution. This never means that we can give up rationality, nor does it mean that everything has become so unpredictable and out of control. On the contrary, we can promote the development of e-commerce in a more correct way. We should abandon the rigid organization and business form that is only suitable for mature business model, and replace it with flexible organization and business form to "embed" the function of experiment and evolution, so as to find a successful e-commerce model faster and at lower cost. In some general directions, the evolution of e-commerce is predictable:-E-commerce will move from imitation to innovation, and more and more business models will emerge, and the development of online advertising is an example. -The modes of e-commerce will become more and more diversified, and become more and more complicated in the process of integration with traditional commerce. So-called B2B, B2C and other oversimplified models will soon become history. -E-commerce model innovation will gradually expand and deepen from business process innovation to management innovation to organizational innovation, which is an interactive, stirring, chaotic and self-organizing evolution process.