What does APP operation (platform) mainly do?
Reprinted on 2016-07-19 10:09:36
Tags: app operation channel operation product operation merchant operation app promotion
In previous articles I talked about operations, talked about the four elements of product operations, etc., and analyzed them one by one. Today’s article will talk about what operations are mainly about, how these contents support a platform and make the platform operate seamlessly. This article mainly talks about what operations mainly do from 7 aspects. It has a lot of content but is not difficult to understand. It is not difficult for those who have just entered the industry. It is also organized systematically for those who have been in the industry for a long time. I hope it can Let everyone learn something.
1. Merchant Operations
1. Merchant Requirements
(1) Merchant Positioning and Attributes
According to the positioning of the platform, where Industry and product demand, what kind of people are looking for the right merchants? And be familiar with their attributes, such as gender, age, education, occupation, region and other information.
(2) Qualification requirements
Commonly used qualifications include: enterprise business license, legal representative information, trademark registration, enterprise code, etc. Qualification requirements are constraints for the overall merchants on the platform, and Facilitates archiving and security for merchants.
2. Merchant Expansion
After positioning the attributes of the merchants, you need to find their source channels, such as finding them through online resources. Of course, they are also found offline. This is necessary The business development department will continue to explore.
3. Settlement rules
Sign a contract and add relevant agreements to the contract, such as confidentiality agreement, platform protection agreement, etc. Of course, there will be corresponding rules in the contract, which currently ensure the equality, fairness, and openness of the interests of all merchants; through these rules, we will create a better environment for merchants to settle in and operate.
4. Merchant Supervision
(1) Violation Supervision
Mainly supervise whether the product prices, descriptions, physical pictures and other information posted by merchants comply with the platform rules< /p>
(2) Reward and Punishment System
Rewards can provide periodic advertising support or brand promotion to merchants with good performance and excellent performance; punishment means ordering their illegal products to be removed from the shelves. Or close its stores, etc.
2. Product Operation
1. Product Rules
(1) Brand Protection
Implement brand protection for stores that have established brands , such as adding V, adding platform proprietary logos, and related certifications, other merchants are not allowed to counterfeit goods and damage their brand image.
(2) Price protection
The price of the product cannot be changed at will, and it has been negotiated with the department responsible for the product, and there is a special department for supervision and protection.
(3) Quality Assurance
There is a dedicated department to control and inspect the quality of goods to ensure that the quality of goods sold on the platform passes the test.
(4) Delivery Guarantee
Shipment and delivery must be immediate when receiving an order, and relevant system constraints must be in place to ensure the timeliness of the goods.
2. Product update
(1) Product maintenance
It is mainly for the regular addition, update, removal of products, and related update operations.
(2) Store maintenance
Maintenance for merchants’ store decoration, template replacement, layout style, etc.
3. Brand building
For outstanding merchants, carry out brand building, support them through platform resources, and provide relevant resources, such as preferential advertising spaces, value-added services, and traffic; At the same time, we also create popular items based on current events or special events.
3. User operation
1. Membership levels
Divided according to user activity on the platform
2. Points rules
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Divided according to the accumulated consumption amount of users on the platform
3. Active incentives
By participating in activities and completing certain operations, you will receive points, coupons, full discounts, etc.
p>4. Behavior analysis
Analyze user portraits, discover user behavior patterns, and generate business value
4. Product operation
1. Market Survey and competitive product analysis
Conduct market research and competitor analysis for the products developed, and explore market space and selling points
3. Requirement collection and prototype design
Organize and refine the requirements, create a prototype of the product, and describe the logical thinking of its operation
4. Functional development and product testing
Follow up product development and provide real-time feedback And solve problems, continue to test, and ensure that there will be no more problems after the product is launched.
5. Product launch and data accumulation
Ensure product launch with zero bugs, while mining early seed users and accumulating user behavior data.
7. User feedback and optimization and improvement
Regularly collect user feedback and combine it with data analysis to formulate optimization plans.
5. Channel Operation
1. Category Update
Formulate different operation plans for different categories, and regularly update pictures, details pages, etc.
2. Category layout
Including category design, floor layout, product layout, copywriting editing, product aggregation, etc.
3. Category optimization< /p>
Including SEO optimization, page experience optimization, color optimization, conversion rate optimization, etc.
6. Activity operation
1. Activity elements
(1) Event planning
(2) Copywriting
(3) Discount selling points
(4) Page design
(5 ) Product selection
(6) User groups and publicity channels
2. Activity categories
(1) Special activities
Also called Theme activities are activities organized around a certain theme. For example, if the platform sets a registration goal, then this special activity is registration conversion, and then the content of the activity is expanded by determining the theme.
(2) Regular activities
Refers to activities carried out through popular festivals and combined with its own products. Activities usually centered around National Day, Christmas, New Year's Day, Valentine's Day and other holidays.
(3) Self-created activities
As the name suggests, they are activities created by the platform itself, such as JD.com’s 618, Alibaba’s Double 11, Xiaomi’s Rice Noodle Festival, etc.
7. Channel operation
1. App stores available
Currently, it is mainly divided into two camps: IOS and Android. Commonly used application stores include app store, Xiaomi App Store, Huawei App Store, Meizu App Store, etc.
2. ASO optimization
Mainly optimize the title, keywords, description and other contents of the download page of the listed app store, so that more users can find you.
3. New media promotion
Including promotion on WeChat public accounts, Sina Weibo, blogs, Baidu Tieba and other platforms; in addition, the quality of editing is promoted in industry media to improve Brand image and influence.
4. Promotion by boosting rankings
(1) Boosting downloads
(2) Boosting comments
5. Hard advertising< /p>
(1) Mobile hard advertising, such as mobile TV advertising, elevator media TV advertising
(2) Fixed hard advertising, such as bus, subway, and shopping mall advertising
(3) Print media, such as electronic magazines, industry newspapers
6. Paid advertising
(1) Search advertising, such as Baidu, Shenma, 360 and other channels
(2) Display advertising, such as Guangdiantong, Toutiao, Momo, various DSP and other channels
Platform operations are targeted at upstream sellers (merchants) and downstream buyers ( users), allowing merchants and users to establish connections through operations, resulting in conversions and transactions.
The above describes operations from 7 aspects such as merchants, commodities, users, products, channels, activities, channels, etc., mainly the basic content of operations; of course, some platforms have more details, and the content mentioned in this article is not fixed. , but it needs to be learned based on the actual situation of the company.