The cross-border e-commerce technical department actually provides technical support for the operation department and other related departments. If we look at the construction of the e-commerce platform in a more macro environment, we will find that there are other tasks to be done before and after the platform construction. For example, e-commerce platform planning and operation management can be classified as cross-border e-commerce operation job skills.
(I) E-commerce platform planning
E-commerce platform planning is a complex and difficult task. Rather than saying that e-commerce platform planning is a skill, it is better to say that it is a mixture of multiple disciplines. To plan a good e-commerce platform, planners need to have knowledge of multiple disciplines such as psychology, aesthetics, marketing, network knowledge, advertising, and finance. Therefore, cross-border e-commerce platform planning usually requires the cooperation of multiple talents with relevant skills.
Due to the complexity of e-commerce platform planning, it usually needs to be divided into the following steps:
1. Positioning the platform
That is, understand the general purpose and direction of building this e-commerce platform, and what kind of effect the company expects to achieve with this platform. Make preliminary plans for the functions of the platform, such as payment function, customer service consultation function, search function, and product browsing function. In addition, the early market research can also help enterprises determine the goals of platform construction. Taking customer needs as the starting point of platform planning can often make planners more clear about the planning direction and pave the way for subsequent construction work.
2. Conception of platform structure, columns, and content
After the initial conception of the platform function, it is necessary to carry out the specific platform structure, column classification and content planning. Planners need to make detailed plans for different modules of the platform. For example, what kind of title, picture and icon are needed on the homepage of the website, or where to set the search keyword function. Of course, planners can completely personalize the e-commerce platform according to the specific situation of the company, provided that the planning content is consistent with the overall interests of the company and can effectively attract the attention of consumers.
3. Platform construction
Planners need to clearly write out the relevant steps and specific implementation plans for platform construction in the planning book. Generally speaking, platform construction can be completed in two ways. One is to settle in through a third-party platform, and the other is to build a platform by themselves. The former construction method is more convenient for enterprises, and saves time and effort. The manpower and material costs required are greatly reduced compared to the latter, but it will also be restricted by the third-party platform. Enterprises that build their own platforms can obtain first-hand resources and narrow the distance between themselves and consumers, which is conducive to the long-term development of enterprises. However, in the case of self-built platforms, enterprises need to maintain good credit, establish a complete information system, and be equipped with a complete logistics system and a safe and reliable payment channel.
4. Platform promotion
After the planning of platform construction is completed, it is necessary to find a way to put the platform on the market and make it well-known, which requires platform promotion to play a role. The promotion of the platform plays a role in promoting the success of the entire e-commerce platform. If the promotion work is successful, the browsing rate and attention of the platform will increase significantly, and the enterprise can also profit from it. Generally speaking, the ways to promote the platform are: using relevant media (TV, newspapers, posters) for publicity, using other websites for publicity (through Baidu bidding ranking) or using social software (WeChat public account, Weibo hot search, etc.).
5. Post-management
Platform construction is not an instantaneous job, on the contrary, it is a continuous job. Therefore, there is actually no such thing as completion of construction. Even if the platform construction is temporarily completed, it does not guarantee that it will not have errors or need to be modified or supplemented in the future.
(II) Operation Management
After the cross-border e-commerce platform planning plan is formulated, relevant personnel are needed to carry out specific implementation. This is indispensable for cross-border e-commerce operation management. Operation management personnel need to be responsible for the operation and subsequent work of the entire e-commerce platform. For example, supply chain management, logistics management, payment system management and human resources management.