一、互聯(lián)網(wǎng)發(fā)展概況及企業(yè)網(wǎng)絡(luò)營銷應(yīng)用現(xiàn)狀 從商務(wù)應(yīng)用的角度縱觀互聯(lián)網(wǎng)行業(yè)的發(fā)展，從上世界未到 2000 年初，到聯(lián)網(wǎng)的商務(wù)應(yīng)用 從以以黃頁的方式為表現(xiàn)形式，當(dāng)時以商企云為代表北京網(wǎng)站建設(shè)的稱謂叫 “名片站” ，也就 是能讓別人在互聯(lián)網(wǎng)上找到自己；往后發(fā)展，出現(xiàn)了現(xiàn)在最大的中文搜索引擎公司百度，阿里巴巴的誕生代表著 B2B 的起步和逐漸的成形，走過了 2002 的互聯(lián)網(wǎng)行冬，中國的互聯(lián)網(wǎng)呈現(xiàn)出百花齊放、百家爭嗚的態(tài)勢，往后的十年，各種商務(wù)模式、盈利方式都日趨成形。
A, Internet development situation and enterprise network marketing application status from the point of view of a business application in the development of the Internet industry, from the world not to early 2000, to networking business applications from the way in the yellow pages for forms, when China on behalf of Beijing shang pin for the website of the appellation is called "card stand", it is to let others on the Internet to find their own; In development, the emerging now the biggest Chinese search engine company baidu and alibaba's birth represents the B2B start and gradually forming, past the 2002 Internet line winter, China's Internet present a letting flowers blossom and for blare trend, the next ten years, various business model, earnings are increasingly forming way.
前面有提到以百度為代表的搜索引擎和以阿里巴巴為代表的 B2B，繼而出現(xiàn)的以新聞資訊 為代表的騰訊、新浪、網(wǎng)易、搜狐為代表的四大門戶成為又一商業(yè)模式；隨后以天涯為代表 的論壇、以 51 為代表的 SNS 交友網(wǎng)站，續(xù)天涯之后的貓撲、與 51 類傳的專業(yè)交友站，門戶 的交友頻道，校內(nèi)、開心相續(xù)出現(xiàn)，以及伴隨著支付體系、誠信體系、物流和配送體系逐漸 完善而出現(xiàn)的 C2C、B2C 以及上網(wǎng)環(huán)境網(wǎng)民數(shù)量的提升,競爭壁壘也逐漸建立。
Front have mentioned to baidu, as a representative of the search engines and to alibaba, as a representative of the B2B, and then there's the news information as a representative of tencent netease and sohu, sina, as a representative of the four big portal become and a business model; After that there, as a representative of the BBS, 51, as a representative of the SNS dating sites, the renewal of the wise, and after 51 professional making friends of the stand, portal dating channel, the school, happy sequential appear, and with the payment system, credit system, logistics and distribution system and appear gradually improve the C2C and Internet environment, B2C improve the number of Internet users, barriers to competition gradually established.
伴隨著上網(wǎng)環(huán)境的日益改善網(wǎng)民的數(shù)量也日益增多， 用戶的上網(wǎng)行為的習(xí)慣也從之前的看 看新聞、 聽聽音樂的娛樂行為， 慢慢轉(zhuǎn)向以搜索和篩選需要的數(shù)據(jù)信息和網(wǎng)上購物為代表的 商務(wù)應(yīng)用行為，做為傳統(tǒng)行業(yè)的企業(yè)，很多公司已經(jīng)過過網(wǎng)絡(luò)來建立銷售渠道、開發(fā)終端客 戶，更高性價比找到網(wǎng)絡(luò)品牌，但做為“非專業(yè)互聯(lián)網(wǎng)公司”的傳統(tǒng)企業(yè)，很難做到像技術(shù) 公司一樣深諳互聯(lián)網(wǎng)的水深水淺， 停留在膚淺而未結(jié)合技術(shù)的應(yīng)用層面， 從而形成相對藍(lán)海。
?With the increasing improvement of the Internet environment the number of Internet users are increasing, the user's Internet behavior habits are also see the news from the look before, and listen to music entertainment behavior, slowly turned to search and selection in the data needed information and online shopping as a representative of business applications behavior, as a traditional industry enterprise, many companies already have the network to establish sales channel, development terminal guest door, higher price find network brand, but as a "nonprofessional Internet company" traditional enterprise, it is difficult to do as the technology companies capable of Internet water deep water shallow, stay in shallow but not with the application of the technology level, thus form the relatively blue ocean.
二、企業(yè)互聯(lián)網(wǎng)營銷的機遇及網(wǎng)絡(luò)應(yīng)用的瓶頸傳統(tǒng)企業(yè)互聯(lián)網(wǎng)應(yīng)用的機遇表現(xiàn)在某些行業(yè)和領(lǐng)域存在著互聯(lián)網(wǎng)應(yīng)用的空白和商機， 以及傳統(tǒng)企業(yè)沒有和不能很有效的將網(wǎng)絡(luò)技術(shù)和傳統(tǒng)行業(yè)相結(jié)合來實現(xiàn)有效的商業(yè)應(yīng)用價值； 就目前而言通過網(wǎng)絡(luò)已經(jīng)盈利的公司有只做競價廣告， 競價加簡單傳播二種大體方式， 公司架設(shè)電子商務(wù)和網(wǎng)絡(luò)營銷部門，并能有效運作和產(chǎn)生效益的屈指可數(shù)，究其原因，問題出在傳 統(tǒng)企業(yè)對相關(guān)互聯(lián)網(wǎng)領(lǐng)域不熟悉、不了解，研究不深、不透等等， 部分大集團、企業(yè)雖然架設(shè)了電子商務(wù)部門，但因為領(lǐng)導(dǎo)思路和想法的原因，大都流于形式，導(dǎo)致的問題是好的意見得不到尊重，好的方式得不到采納，具的事情得不到落實，進而 形成了電子商務(wù)部門成了公司內(nèi)耗最大的一個部分， 但從傳統(tǒng)中小企業(yè)型生產(chǎn)類企業(yè)， 一年通過網(wǎng)絡(luò)接 1-2000 萬業(yè)務(wù)的事實和數(shù)據(jù)， 做為行業(yè)的大公司， 我們是否應(yīng)該反省和反思呢？
Two, the enterprise of Internet marketing opportunities and Internet application of traditional enterprise Internet application of the bottleneck opportunities in some industries and field performance there are Internet application of blank and business opportunities, and traditional enterprise not and cannot be very effective network technology and combining the traditional industry to realize effective commercial application value; For the present through the network has been profitable company have do for advertising, bidding and simple communication two general way, the company set up the electronic commerce and the network Marketing Department, and can effectively operations and benefits can be counted, the reason is that the problem in the series of related enterprise Internet field not familiar with, do not understand, the research is not deep, not through, and so on, some big group, enterprise though the electronic Commerce Department set up, but because the leadership thought and ideas of reason, mostly become a mere formality, cause is good advice lack of respect and, good way not adopted, with things can't get out, then forms the electronic Commerce Department became one of the biggest company internal friction part, but from the small and medium enterprise production of traditional enterprise, a year through the network meet 1-20 million business of facts and figures, as the industry company, whether or not we should reflect and reflection?
三、企業(yè)互聯(lián)網(wǎng)營銷的策略及高效快速的技巧 就傳統(tǒng)企業(yè)網(wǎng)絡(luò)營銷應(yīng)用和推進電子商務(wù)進程而言， 工作的核心和關(guān)鍵分、 長期規(guī)劃和近 期計劃是重點，其中結(jié)合互聯(lián)網(wǎng)找準(zhǔn)自己的產(chǎn)品和定位，找到可行的商業(yè)模式是第一步，是 開發(fā)終端客戶？還是建立銷售渠道網(wǎng)絡(luò)？或都二者都有？客戶是否在網(wǎng)上， 是否有現(xiàn)實的可 操作性？其次， 具備基礎(chǔ)的前提條件下結(jié)合技術(shù)的推廣運作， 才能把網(wǎng)絡(luò)的優(yōu)勢充分發(fā)揮以 及最大程度提升網(wǎng)絡(luò)做為工具的低投入高產(chǎn)出比的性價比優(yōu)勢。
Three, enterprise of Internet marketing strategy and quick and efficient skills is traditional enterprise network marketing application and promote the electronic commerce process is concerned, the core and key points work, long-term planning and nearly phase of the project is the key, which combined with the Internet to find a product and positioning, find viable business model is the first step, is to develop terminal customers? Or a sales channel network? Or a combination of both? Is the client on the Internet, whether the maneuverability of the reality? Second, have basic premise condition of the combination of technical promotion activities, to the advantage of the network into full play to the largest extent with and promotion network as a tool of low cost but high cost performance advantage than that.
建站策劃， 既是對某一站長行業(yè)進行精心的設(shè)置與布局， 試圖將該站在同類網(wǎng)站領(lǐng)域里更加優(yōu)秀突出，達(dá)到建站者的某種目的性。建站策劃的含義很廣，每一位站長對其感受都不 同，但常規(guī)的說法就是建立網(wǎng)站之前所有做的一些準(zhǔn)備工作。例如，seo網(wǎng)站優(yōu)化、UEO營銷型網(wǎng)站建設(shè)、擬策劃書、理清建站的 步驟、分析網(wǎng)站的情況等策劃階段，在學(xué)習(xí)、生活當(dāng)中我們所做的每一件事，所要說的每一 句話都會經(jīng)過大腦的思考，擬定。這樣才不至于把事情做得糟糕，才能使事情有條理性的發(fā) 展，體現(xiàn)個人說話的藝術(shù)及其蘊含的表達(dá)力。在古三國里，兵家大事，豈能容忍拿他人性命 開玩笑之理，諸葛亮先生所做的每一件戰(zhàn)術(shù)，都有經(jīng)過他的深思熟慮，才使其做事有未卜先 知之能。都說個人天分在于一，經(jīng)驗的閱歷資源在于四，有效的整合升華在于五。
Site planning, not only is to a webmaster industry by industry setup and elaborate layout, and try to hit the same kind website more outstanding outstanding in the field, to the site of a purpose. Site planning meaning is very wide, every webmaster to its feelings are not with, but the conventional version is a web site on all do some preparation before work. For example, SEO website optimization, UEO marketing type website construction, to plan book, the establishment of the clear steps, the condition of analysis of site planning phase, in the study, life what we do every thing, have to say a word after each of the brain would think, drawn up. So just not doing things badly, can make things one hair exhibition, reflect individual talk of the art and its contain expression power. In The Three Kingdoms, the great things, will he take others tolerate life right of the joke, by Mr Zhuge liang every piece of tactics, have passed his thoughtful, which makes it work is the first to have known. All said individual genius a, experience experience in four resources, effective integration distillation is five.
所以說， 建站之前，重要的并不是懂得如何搭建網(wǎng)站、建站優(yōu)化，而應(yīng)該是理清建站線路、把常見的 問題以及后期的網(wǎng)站維護等策劃工作做好做足。
So, before the site, important and not know how to build its web site, the site optimization, and should be a clear line, the common multiple problems and later the website maintenance planning work well enough.
一、建站之由，目標(biāo)在何方 每個人都有不同的想法，有其獨特思維方式，所以許多站長建站的初衷的有所區(qū)別，有的想創(chuàng)立事業(yè)型的，為個人的創(chuàng)業(yè)之路打下基礎(chǔ);有的是建立個人愛好型的，建立出屬于自 己個性化的網(wǎng)站;也有的是為了社會福利型的，為了造福百姓、服務(wù)有需要的人群等。無論 是上述中的哪幾種目的，亦或是出于其他的想法，想要網(wǎng)站獲得生機，做的長遠(yuǎn)，基礎(chǔ)的建 站策略是必不可少的。
A, the site by, the goal in where everybody has different ideas, has its own unique way of thinking, so many webmaster the establishment of the purpose of the different, some want to party was founded, the road of the business for individuals to lay the foundation; Have a plenty of establishing personal hobbies type, creating belong to myself from personalized web sites; Also some for social welfare, to the benefit of the people, and the service needed people, etc. No matter which of several purpose is the above, also or of other ideas, want to web site for vitality, do long term, is the basis of building stood strategy is indispensable.
在明確了自己建站的目的之后， 還得知道自己做這個網(wǎng)站應(yīng)該添加什 么樣類型的內(nèi)容，為什么樣的人群服務(wù)，盈利的方式一哪些。常說人不可以沒有目標(biāo)，只要 有了目標(biāo)之后才會有動力，才會一偶長遠(yuǎn)的對策，遇事能胸有成竹。
In explicit oneself after the establishment of the purpose, still have to know you're doing this website should add what does kind type of content, what kind of service for people, what a profitable way. Often say that person can not not have goals, as long as there are goals will have power after, will a accidentally long term measures, it can have a card up one's sleeve.
二、洞悉行業(yè)規(guī)律，取之長，擊其短 當(dāng)我們確定了個人網(wǎng)站的性質(zhì)，接下來就應(yīng)該策劃下一步了。
Second, insight industry rules, take long, and its short when we determine the nature of the personal website, then should planning the next step.
首先，我們應(yīng)該洞悉同類 型行業(yè)的一些情況，我們需要做的就是整合大量的資料，總結(jié)該行業(yè)的一些詳情。例如，做 企業(yè)網(wǎng)站的就得曉得企業(yè)業(yè)里的行情， 要從競爭對手到潛在的競爭隱患及其發(fā)展的趨勢。 這是需要個人犀利的眼光及超乎尋常人的商業(yè)嗅覺能力。 古人云：知己知彼，方能百戰(zhàn)不殆。我們只要抓住行業(yè)的核心規(guī)律，才能最大限度的發(fā) 揮自己的優(yōu)勢，就像市場規(guī)律一樣都有規(guī)律可循，只要看清趨勢就可以獲得先機，對突發(fā)事 件作出最快最有效的反應(yīng)。人無完人，在同類型行業(yè)里，在做的最完美的同時，也不可能做 到方方面面都具到， 存在著缺陷。 這時， 我們就需要深入了解其情況， 建立在自己的優(yōu)勢上， 從而不失時機地給對手迎造一個措手不及。在策劃階段，我們就應(yīng)該有計劃的策劃，培養(yǎng)自 己的優(yōu)勢，攻擊競爭對手的欠缺。
First of all, we should discern the similar type of some of the industry, we need to do is integrate a lot of material, summarized some of the details of the industry. For example, do enterprise web site have to know the prices of the enterprise industry, from rivals to potential competition hidden dangers and its development trend. This is the need to personal sharp sight and extraordinary people business olfactory capacity. The ancients cloud: the enemy and know yourself, you can. We want to hold the core of the industry rule, to maximize the advantages of the hair of his swing, like market law have rules, as long as see the trend can get the initiative, a thing to make the fastest thing the most effective response. Nobody is perfect, in the same type industry, in the most perfect do at the same time, it is impossible to do with every aspect, there are defects. At this time, we need to further understand the situation, based on their own advantages to lose no time to give rivals meet made a flat-footed. In the planning stage, we should be planned planning, training myself from advantage, against the lack of competition.
三、合理分配，團結(jié)協(xié)作 建立一個持久性的優(yōu)質(zhì)網(wǎng)站不是一個人的能力所能做得最好的， 一位才智雙全的商業(yè)家 也需要團隊的協(xié)助才能發(fā)揮其智慧的優(yōu)勢， 一位國際性的研究開發(fā)師也需要團隊的協(xié)作， 才 能將其完美的構(gòu)思轉(zhuǎn)化成為現(xiàn)實的產(chǎn)物。因此， 團隊的團結(jié)協(xié)作，合理分工也屬于建站策 劃范疇內(nèi)。 四、網(wǎng)站后期的基礎(chǔ)性維護 網(wǎng)站后期的基礎(chǔ)性維護， 也是網(wǎng)站策劃的關(guān)鍵一步， 它不僅關(guān)系到個人網(wǎng)站建立或者盈利目的好壞，而且關(guān)系到整個網(wǎng)站所付出的努力與心血，因此，網(wǎng)站策劃中是否涉及到這一 步很重要， 相信許多新手站長建站都不會考慮到這遙遠(yuǎn)的一步的， 學(xué)一步走一步這樣的彼彼 皆是，簡單的策劃一下就迫不及待的優(yōu)化了。
Three, rational distribution, the unity cooperation to build a lasting quality web site is not a person's ability to do best and a wit and proper business home also need the help of the team can play the advantage of wisdom, an international research and development division also need team collaboration, just to take its perfect idea into the reality of the product. Therefore, the team solidarity, rational division of labor also belong to the category for multiple strokes. Four, web site later basic maintenance of website later basic maintenance, also is the key step web site planning, it is not only related to personal website set up or profit purposes, good or bad, but also relates to the website's efforts and the painstaking care, therefore, website planning is involved in to this in step is important, believe that many new adsense site won't consider this distant step, learn step step such bee-bee all is, simple planning once eager optimization.
常說的網(wǎng)站后期維護是指，在自己的網(wǎng)站優(yōu)化 到了一定的排名之后，進行穩(wěn)定的更新內(nèi)容，做做推廣等。看似簡單的一步，實則蘊含著激 烈的競爭， 如果我們可以早在網(wǎng)站建設(shè)階段就策劃好了這一切， 把握住競爭對手的詳情和所 出現(xiàn)的問題等，相信許多優(yōu)化網(wǎng)站的問題都會迎刃而解了。
Often say web site later period maintenance is to point to, in their own website optimization to certain list, stable updated content do promotion, etc. The seemingly simple step, actually contains the shock of intense competition, if we can early in the website construction phase of planning well it all, grasp the rival details and the problems occurred in the and so on, it is believed that many to optimize your questions can be easily solved.
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