B2B行业门户网站策划实战研究报告

————网站栏目分析

网站是由栏目组成的，每个栏目的划分是一个网站用户需求再细分的过程，做好每个栏目的策划，网站总的策划就成功了80%，所以一定要在栏目策划上下功夫。在策划工作中做的最多也是基于某个栏目的策划，一个栏目的二级栏目、三级栏目、内容页、列表页、导航页之间要成为一个完整的体系，我们要修改一个页面，更多的是要从这个页面所属的栏目去考虑，包括栏目的运营推广，也是自成体系的。很多人在做网站策划的时候，很关注整站商业模式的建立，对栏目策划的细节关注不够。作为一个成功的B2B行业网站产品经理，一定要掌握栏目策划的流程和方法。有时有两三个栏目策划运营成功了，就会让整个网站都取得成功，尤其是在网站创立初期。

本文主要是讲一个栏目策划书应该包括那些内容，很多B2B行业网站的策划者不写这个策划书，直接就开始画页面的布局、设计栏目的功能，然后给技术部，这样的结果往往是思路不够清晰，很多东西没有认真静下心来想明白，形成文档，导致后来不断修改。对于B2B行业网站策划不够熟练的策划者，尤其要将栏目策划书写好。在写的过程中，就是一个认真思考、推理的过程，捕捉瞬间的灵感，记录下来，让策划者自己、公司领导、技术部经理、网页设计师、程序员在任何时候都可以打开文档了解这个栏目的详细情况，对这个栏目有总体的认识，明确定位和方向，明白栏目重要性，确认该投入多大的精力去研究和建设。下面来简要讲述下B2B行业网站栏目策划书应该包括那些内容。

1栏目介绍、定位、背景、重要性分析

用500字以上，撰写栏目简要介绍，包括这个栏目提供那些服务，主要服务于那些人，内容是用户贡献还是编辑录入，或者是二者兼有等。为什么要建立这个栏目？主要是为了提高网站的收入，还是为了满足核心用户的需求，提升用户的粘性。这个栏目在整个B2B行业网站中处于什么样的位置，是放到导航条的前面还是中间，是辅助栏目还是核心栏目，这个栏目在整个网站的战略布局中的地位。这个栏目未来发展方向是什么？未来的目标是什么？最理想的情况下，栏目能取得什么样的成绩。

2 栏目主要包括用户群及主要需求分析

一个B2B行业网站，之所以要划分不同的栏目，是因为要满足一个群体的用户需求，且这个群体的用户需求在这个栏目能得到系统解决，这个部分用户来网站主要就是访问这个栏目，甚至只访问这个栏目。我们一定要明确这个栏目主要服务于那些用户，这些用户具有那些特点，这些用户在学习、寻找客户、采购产品、市场推广、解决技术问题等过程中有那些需求，围绕用户需求提供相对应的功能和内容。比如：当一个采购商想找一个生产衬衫的工厂，除了在网站上搜索衬衫关键词外，他可能还想找离他比较近的衬衫工厂，还想在衬衫集群地找工厂。这些都是采购商的需求，全部列出后，对需求做主次之分，才有利于下一步提供对应的功能和内容解决用户需求。

3 栏目主要功能、主要内容、主要模式分析

用户群和主要需求清楚以后，就要考虑通过什么功能、提供什么内容来满足需求，内

容的获取方式主要由用户创造还是编辑录入，什么样的方式能获得更多内容、更有价值的内容。比如B2B行业网站资讯栏目，需要有用户投稿功能，才能获得更多的内容；需要有编辑推荐功能，才能让读者看到最有价值的内容；企业高层除了看到最新的企业动态外，还需要了解行业整体发展趋势，编辑要有意撰写或转载一些行业发展趋势文章；由于资讯要辅助企业决策，所以行业人士要求资讯更权威、更真实，所以这个栏目大部分的内容一般来源于媒体机构的报道、网站编辑写的综述、网站记者的采访报道，所有内容都要编辑审核后才能发布。在策划过程中，一定要想明白这个栏目为大多数用户解决了什么问题。

4 栏目直接和间接赢利模式分析

B2B行业网站赢利模式可以分为直接赢利模式和间接赢利模式。能为网站带来直接销售的模式就是直接赢利模式，比如：收广告费、收会员费、收服务费等，间接赢利模式主要是为网站带来更多潜在访问者、增加用户黏性、提升网站品牌知名度，从而增加直接赢利模式栏目的销售额。B2B行业网站在功能和页面设计上既要考虑免费用户、也要考虑收费用户。比如企业库栏目的赢利模式主要为会员和广告，会员服务主要就是收费企业排名靠前，广告主要就是在免费企业介绍的上下及右部放上收费企业的广告，以及栏目首页第一屏重要位置放广告。对赢利模式搞清楚以后，就能知道在页面及功能设计过程中，要做好排序规则，留好广告位，在功能上区别对待收费客户和免费客户。对于暂时不能确定赢利模式的，要分析用户群的需求，提供满足用户在工作和学习过程中需要的内容和功能，就会获得大量的目标访问者，商业模式可以再次构造。

5 栏目用户行为研究

栏目用户的行为，决定了栏目的详细功能、排版布局，这对一个栏目是否受用户欢迎，是否满足用户需求，是否有好的用户体验至关重要。一个栏目的用户有许多需求，页面也有许多功能和内容要呈现在访问者眼前，先表达什么，后表达什么，绝不是我们随便想想就得出来的，需要调查。调查方法之一：提问，比如：找供应产品的时候，是先搜索，还是先按类别浏览，还是先看最新发布？不同的人会给您不同的答案，要看大多数人怎么说，或者看其它主流网站大部分是怎么做的。方法之二：对各种网站的流量统计系统进行分析研究，分析一个用户进入一个页面后，他先浏览什么页面，后浏览什么页面，做了什么操作等。比如：当免费用户看求购信息时，他就会想，为什么我不能看呢？这时就要提示用户先免费注册，当他注册登录后，给他几次机会试用，试用完了以后，他就会想我怎么才能继续看到呢？这时就要把收费服务介绍的链接以按钮的形式醒目展示，让每个想看求购信息的用户都清楚了解收费服务，才能促使更多目标客户购买收费服务。方法之三：逻辑推理，用户心理分析，需要您对网民心理有比较深入的了解，尤其是对人性有一定的研究。用户行为研究是一件很有趣的事，当你经常坚持看网站的统计系统，你会发现网站有许多不合理的地方，原来的很多想法可能是错误的。

6 确定栏目是否需要有子栏目

一个栏目代表一个用户群某个方面的需求，同时某个方面需求的满足，需要由一个完整的产品或平台来完成，在一个大需求的前提下，如果还有一个完整的细分需求，就要在一级栏目下设置二级栏目。比如企业库，一般情况下就不需要再设置二级栏目，因为所有用户来到这个栏目，都是为了寻找企业，只要在首页放置搜索框，主要地区导航、主要分类导航、

收费企业推荐、最新加入企业即可，因为所有这些行为都是为了更好的寻找企业这一需求。而B2B行业网站的资讯中心则需要划分二级栏目，因为划入资讯的内容比较多，高端访谈、行业展会、行业周刊、分类浏览、专题报道都可以划分到资讯栏目，而很多需求都是独立的，比如找行业展会和看专题报道，就是独立的两个需求，用户希望能在一个页面里看到所有最近的专题报道，能在一个页面里搜索、浏览所有的行业展会，所以我认为要设置二级栏目。二级栏目的设置往往会根据网站在不同的发展时期、用户数量、团队人数、需求量等因素设置相对应的子栏目，而不是盲目的认为用户需要的子栏目都设置，结果很多子栏目没有做好，给访问用户带来不好的体验。

7 栏目功能和内容表现形式分析——内容决定形式

B2B行业网站栏目应针对所服务对象的不同而具有不同的形式，有的栏目更多是显示信息的文字链接，辅助以少量的图片；有的栏目则主要是通过图片来吸引用户浏览，甚至全部是看图，比如相册、图库等；有的栏目要重点突出搜索功能，通过各种条件的搜索来让用户更方便快捷的获得信息；有的栏目需要用视频、声音才能更好的表达，比如现场采访、新闻播报、企业宣传片等；还有的信息需要提供下载附件的形式来满足用户的需求，比如电子书、PDF文档、EXCEL表格等；还有的需要提供更好的互动引导，比如社区栏目的信息主要由用户提供，就要将一定时间内发信息最多的、用户评论最多、信息质量最好的放到重要位置显示，引导用户去贡献更多的信息。在栏目策划的时候，一定要将表达方式想明白，多看看网络上常见的互联网应用，不断创新。

8 栏目整体风格分析确定——为设计师找到设计方向

一个网站、一个栏目都要有自己的整体风格，栏目策划者要写出栏目的整体风格，设计师需要在这个整体风格的前提下去做页面设计。比如资讯栏目要更严肃一些，社区栏目会更活跃一些，商机栏目要具有浓厚的商业氛围。同是社区栏目，服务于个人职业相关需求的社区栏目，与服务于个人娱乐需求的社区栏目，有很多不同。面对的用户需求更多是与企业经营相关的个人和企业需求，则显得相对严肃，不能出现太多娱乐元素，页面要更多体现最新的、精华的内容，要杜绝出现卡通、花哨的图片。从整个网站来讲，要让网站看起来更加高端、精致，每一个小图标与文字及页面要协调，图片及文字既不能太大，也不能太小，要协调，要使整个页面看起来精细而不是给人粗糙的感觉等等。

9 栏目扩展性、关联性、安全性分析

在策划B2B行业网站栏目的时候，我们会对这个栏目的发展方向，未来规模，将要增加的新功能、新内容有一个大概的认识，这样在设计页面及程序时，会对扩展性有所考虑。在做栏目策划的时候，还有一个是不能忽略的，就是要考虑页面的关联性，比如：一个普通会员发的产品信息，要考虑到当这个会员升级为收费会员后，产品信息还要在企业商铺里显示。B2B行业网站不同页面，不同栏目，安全性要求是不一样的，与用户交互的页面，会涉及到数据提交、用户密码，要采取数据加密、访问控制等技术，这些都要在栏目策划的时候向技术人员说明，尤其是涉及到用户帐户的积分等虚拟货币交易时要重点考虑安全。

10 栏目竞争对手分析，知己知彼

有的行业网站在策划的时候，竞争对手已经有了类似栏目，竞争对手分析就变的非常重要。一个电视台的竞争力在于有几个优秀的栏目，同样的道理，网站之间的竞争，实际是栏目之间的竞争，有时我们只要把一个需求量很大的栏目做的比对手好，就会以点带面，让用户找到选择我们的理由，找到突破口，和竞争对手分一块蛋糕。分析竞争对手栏目的内容、页面、功能，那些做的不好，那些方面做的很好，我们怎么样在好的方面比他们更好，联系网站的实际情况，进行改变和创新，争取形成差异化竞争，在运营的过程中拉竞争对手的用户。这个方面在几大门户网站的竞争中非常常见，新浪最早做名人博客，后进入的搜狐、腾讯、网易在做博客的时候就进行了一些改进，形成了一定的差异化竞争。今天很火热的微博应用，也是在新浪的推广下火起来的，很多网站也在模仿跟进，但是都或多或少的有自己的特色。

11 栏目内容编辑、运营推广初步分析，为后期做准备

在做B2B行业网站栏目策划的时候，要考虑好栏目的内容怎么来，是编辑录入还是用户发布，或者是两者都有，还要考虑是否有足够的内容，足以支持这个栏目，如果内容太少，是不适合作为一级栏目来设计的，只能作为二级栏目或三级栏目。有的人在策划栏目的时候做了很多功能和分类，栏目首页排的很长，当辛苦的把功能和页面做好了，才发现根本找不到多少内容发布，给运营推广带来了严重问题，给访问者带来很不好的体验，认为这个网站没人管或没有人访问，最后又不得不重新修改，浪费人力和财力。同样的道理，在策划一个栏目的时候，也要先初步考虑好如何运营推广这个栏目。比如：行业博客要能在后期推广出去，就要有愿意分享的行业实战专家写更多的技术类、行业分析类文章，在前期页面设计时，就要优先显示行业专家的文章、推荐专家的照片，才能使这个栏目运营成功。

第二篇：第四版目录—《B2B行业门户网站策划实战研究报告》

目　　录?

目　　录

第一章　怎样让B?B行业门户网站挣钱 ·······································??　B?B行业网站用户有多种属性，并能互相转化 ··································??　用户使用B?B行业门户网站的最大需求 ···········································??　怎样发现B?B行业门户网站用户的最大需求 ·····································??　怎样满足B?B行业门户网站用户的最大需求 ·····································8?　怎样让B?B行业门户网站运营企业挣钱 ·········································???.?　通过广告费挣钱 ·································································???.?　通过会员费挣钱 ·································································???.?　通过收取交易佣金挣钱 ························································???.?　通过纸质媒体、会议推广、信息提供等延伸服务赚钱 ·················???.?　通过推广传统企业自己的产品赚钱 ·········································???　个人怎样靠行业门户网站挣钱 ·····················································?9

第二章　B?B行业门户网站现状及发展趋势预测 ·························???　B?B行业门户网站的概念及现状 ··················································???.?　B?B网站的概念 ·································································???.?　B?B行业网站的概念 ···························································???.?　B?B行业门户网站的概念 ·····················································???.?　B?B网站发展现状 ······························································???　对中国各种类型B?B网站的调查研究 ············································?9

?B2B行业门户网站策划实战研究报告?.?　综合性的B?B网站 ······························································?9?.?　创立比较早的B?B行业网站 ··················································?9?.?　具有一定特色的B?B细分行业门户网站 ···································?9?.?　处于垂死挣扎的B?B行业门户网站 ·········································?0?.?　抱着试试看的心态经营的B?B行业门户网站 ·····························???.?　个人兼职经营的B?B行业门户网站 ·········································???　B?B行业门户网站发展趋势 ························································???.?　未来?年之内B?B行业门户网站仍是很好的创业项目 ···················???.?　未来?年内B?B行业网站发展趋势预测 ·····································???　B?B行业门户网站投资回报及风险控制分析 ···································???　创业做B?B行业网站现在还能成功吗？ ·········································???　做B?B行业网站团队组建及投资总额预算 ······································?8?.? 网站建设阶段团队组建及运营成本预算 ·····································?8?.? 网站运营第?年团队组建及运营成本预算 ···································?0?.? 网站运营第?年团队组建及运营成本预算 ···································???.? B?B行业门户网站创业团队组建与投资总额预算总结 ···················???　做“区域性B?B网站”能成功吗？ ···············································??

第三章　B?B行业网站策划基础研究 ········································???　最先创新性的发现并解决行业重大问题，创造行业蓝海 ····················???　深入了解用户需求，增加用户体验的微创新，赶超竞争对手 ··············???　B?B行业网站策划常使用“应用创新”的方式 ································???　怎样调查行业用户的需求？ ························································???　网站策划是B?B行业网站运营团队中最重要的职位之一 ····················?8?　B?B行业门户网站策划的?个反对 ·················································?0?　做好B?B行业网站产品经理的?0大要求 ·········································??

第四章　B?B行业门户创业者特点及行业选择实战 ······················80?　B?B行业门户网站两种创业者对行业选择的特点 ·····························80?.?　传统行业出生，想在熟悉的行业创业或投资 ·····························80

目　　录??.?　传统或互联网行业出生，想寻找一个有前景的行业创业 ··············8??　怎样选择B?B行业网站服务的行业 ···············································8??.?　中国企业B?B行业分类有哪些？ ············································8??.?　做B?B行业网站，正确划分行业，别被联盟建站公司忽悠 ···········88?.?　如何分析传统产业和新兴产业的发展前景、发展趋势 ·················90?.?　选择大行业还是细分行业投资呢？ ·········································9??.?　怎样寻找及分析B?B行业网站，助于分析投资领域 ····················9??.?　B?B网站“行业最终挑选”的一般标准 ···································9?第?章　B?B行业网站行业分析及模式选择实战 ··························98?　B?B行业网站怎样分析行业 ························································98?.?　行业简要分析介绍 ······························································98?.?　行业上中下游产业链介绍分析 ···············································99?.?　行业上中下游企业的交易合作情况 ·········································99?.?　行业上中下游从业者的信息化程度 ·········································99?.?　相关网站、期刊、工具书、行业协会、展览公司等了解分析 ·······?00?　以内衣行业为例讲述通过调查表分析行业的方法 ····························?00?　以内衣行业为例讲述通过搜索来分析行业的方法 ····························?0??　确定?个左右的行业作为重点分析 ···············································?0??　B?B行业网站?0种经营模式研究及组合方案 ··································?0??.?　以提供产品供应采购信息服务为主要经营模式的B?B行业网站 ····?0??.?　以提供加盟代理服务为主要经营模式的B?B行业网站 ················?0??.?　以提供生产代工信息服务为主要经营模式的B?B行业网站 ··········?0??.?　以提供小额在线批发交易服务为主要经营模式的B?B行业网站 ····?0??.?　以提供大宗商品在线交易服务为主要经营模式的B?B行业网站 ····?0??.?　以提供企业竞争性情报服务为主要经营模式的B?B行业网站 ·······?08?.?　以商机频道+技术社区服务为主要经营模式的B?B行业网站 ········?09?.8　以B?B行业网站+《期刊》、《大全》服务为主要经营模式 ············?09?.9　以B?B行业网站+《期刊》、《大全》+展览、会议为主要经营模式 ·??0?.?0　以B?B行业网站+空间+网站建设+搜索优化服务为主要经营模式 ???

?B2B行业门户网站策划实战研究报告?.??　经营模式组合方案研究 ·····················································????　对选择的行业做SWOT分析，制定营销对策 ··································????.?　对选择的行业做SW0T分析 ··················································????.?　选定行业以后，制定相应的营销策略 ·····································???

第六章　B?B行业门户网站前期研发团队组建 ···························??9?　B?B行业门户网站策划团队组建 ·················································??9?　B?B行业门户网站开发团队组建 ·················································????　如何组建一个高效的B?B行业研发团队 ········································????.?　B?B行业网站建设团队人数编制 ···········································????.?　建立团队沟通、讨论的良好氛围 ···········································????.?　要多给鼓励与肯定，态度比能力更重要 ··································??8?.?　给团队一个学习的氛围，打造学习型团队 ·······························??9?.?　需要给团队和个人一个目标及愿景 ········································??0?　B?B行业门户网站建设不适合外包 ··············································??0?.?　B?B行业网站建设不适合外包给网站建设公司 ·························????.?　按照服装外包的方法来建设B?B行业网站，有必要这样做吗？ ····???

第七章　B?B行业门户网站基础策划实战 ·································????　B?B行业网站名称策划 ·····························································????　B?B行业网站域名策划 ·····························································????　网站风格及用色策划 ································································??8?　网站LOGO策划 ·······································································??8?　程序开发语言选择 ···································································??9?　B?B行业网站是否要使用独享主机 ··············································????.?　服务器的概念 ···································································????.?　虚拟主机与独享主机的主要区别 ···········································????.?　不使用独享主机对B?B行业网站造成那些影响 ·························????.?　网站服务器与搜素引擎优化之间的关系 ··································????　网站厂商广告策划要点 ·····························································???

目　　录?8　B?B行业门户网站栏目策划??个要点 ···········································???

第八章　B?B行业网站分栏目策划实战 ····································????　B?B行业网站首页策划 ·····························································????.?　首页简介及背景分析 ··························································????.?　首页用户主要需求分析 ·······················································????.?　首页搜索引擎优化需求分析 ·················································????.?　首页的赢利模式分析 ··························································????.?　首页用户行为研究 ·····························································??8?.?　首页整体风格确定 ·····························································??9?.?　列出首页相关参考页面 ·······················································??0?.8　用表格在Word里将页面具体布局画出来 ·································??0?　产品采购栏目策划 ···································································????.?　产品采购栏目简介及背景分析 ··············································????.?　产品采购栏目用户需求分析 ·················································????.?　产品采购栏目赢利模式分析 ·················································????.?　产品采购栏目用户行为研究 ·················································??9?.?　产品采购栏目策划及运营的三个误区 ·····································??0?.?　产品采购栏目整体风格分析 ·················································????.?　产品采购栏目页面布局及参考网站 ········································????　生产外包栏目策划 ···································································????.?　生产外包栏目定位及背景分析 ··············································????.?　生产外包栏目用户主要需求分析 ···········································????.?　生产外包栏目赢利模式分析 ·················································????.?　生产外包栏目用户行为研究 ·················································????.?　生产外包栏目“子栏目”确定 ··············································??8?.?　生产外包栏目表现形式分析 ·················································??9?.?　生产外包栏目相关参考网站及页面规划 ··································??9?　品牌招商栏目策划 ···································································?80?.?　品牌招商栏目定位及背景分析 ··············································?80

?B2B行业门户网站策划实战研究报告?.?　品牌招商栏目用户的主要需求分析 ········································?8??.?　品牌招商栏目赢利模式分析 ·················································?8??.?　品牌招商栏目用户行为研究 ·················································?8??.?　品牌招商栏目“子栏目”确定 ··············································?8??.?　品牌招商栏目表现形式分析 ·················································?8??.?　以服装为例，介绍品牌招商栏目相关参考网站 ·························?8??　小额批发栏目策划 ···································································?8??.?　小额批发栏目定位及背景分析 ··············································?8??.?　小额批发栏目用户主要需求分析 ···········································?88?.?　小额批发栏目赢利模式分析 ·················································?89?.?　小额批发栏目用户行为研究 ·················································?9??.?　小额批发栏目表现形式分析 ·················································?9??　行业竞争性信息服务栏目策划 ····················································?9??.?　行业竞争性信息服务栏目定位及背景分析 ·······························?9??.?　行业竞争性信息服务栏目用户的主要需求分析 ·························?9??.?　行业竞争性信息服务栏目赢利模式分析 ··································?98?.?　行业竞争性信息服务栏目用户行为研究 ··································?00?.?　行业竞争性信息服务栏目表现形式分析 ··································?0??.?　行业竞争性信息服务栏目主要参考网站 ··································?0??　企业库栏目策划 ······································································?0??.?　企业库栏目定位及背景分析 ·················································?0??.?　企业库栏目用户的主要需求分析 ···········································?0??.?　企业库栏目赢利模式分析 ····················································?0??.?　企业库栏目用户行为研究 ····················································?09?.?　企业库栏目主要参考网站 ····················································??08　行业资讯栏目模块策划 ·····························································???

8.?　行业资讯栏目简介及背景分析 ··············································???

8.?　行业资讯栏目用户需求分析 ·················································???

8.?　行业资讯栏目赢利模式分析 ·················································???

8.?　行业资讯栏目用户行为研究 ·················································???

目　　录?

8.?　行业资讯栏目页面规划及参考网站 ········································???9　以问答模式为主的社区栏目策划 ·················································??8

9.?　问答栏目简介及背景分析 ····················································??8

9.?　问答栏目用户需求分析 ·······················································??0

9.?　问答栏目赢利模式分析 ·······················································???

9.?　问答栏目用户行为研究 ·······················································???

9.?　问答栏目游戏规则的建立 ····················································??8

9.?　问答栏目个性化整体解决方案 ··············································???

9.?　栏目整体设计风格及参考网站 ··············································??8?0　行业博客栏目策划 ·································································??0?0.?　行业博客栏目定位及背景分析 ············································??0?0.?　行业博客栏目用户主要需求分析 ·········································????0.?　行业博客未来赢利模式探讨 ···············································????0.?　行业博客栏目用户行为研究 ···············································????0.?　行业博客栏目子栏目的确定 ···············································??8?0.?　行业博客栏目表现形式分析 ···············································??8?0.?　行业博客栏目用户心里研究分析 ·········································??9?0.8　行业博客栏目设计风格及参考网站 ······································?????　行业空间栏目策划 ··································································?????.?　行业空间栏目定位及背景分析 ············································?????.?　行业空间栏目用户主要需求分析 ·········································?????.?　行业空间赢利模式探讨 ·····················································??9??.?　行业空间栏目用户行为研究 ···············································??0??.?　个人空间栏目设置及功能分析 ············································?????.?　行业空间栏目设计风格及参考网站 ······································?????　网站介绍相关栏目策划 ···························································?????.?　网站介绍相关栏目定位及背景分析 ······································?????.?　网站介绍相关栏目用户主要需求分析 ···································?????.?　网站介绍相关栏目用户行为研究 ·········································?????.?　网站介绍相关栏目包括的部分 ············································??8