北京網(wǎng)站建設(shè)，作為企業(yè)信息化建設(shè)中最重要內(nèi)容之一，時常困擾著中小企業(yè)主。經(jīng)常有這樣的抱怨，花了幾千元甚至上萬元建設(shè)的企業(yè)網(wǎng)站，不能很好地與訪問者互動，效果大打折扣;企業(yè)發(fā)展，網(wǎng)站需要擴(kuò)建升級，升級成本比想象中高出不少;安全性不高，頻繁地被注入木馬和提交垃圾信息等等。
Beijing website construction, as the enterprise information construction in one of the most important content, often with medium and small business owners. Often have such complaints, and spent thousands of yuan even of the construction of the enterprise web site of millions of dollars, can not very well with visitors interaction, busting; Enterprise development, the web site needs to upgrade, upgrade cost much higher than than imagination; Safety is not high, is frequently into the Trojan and submit garbage information, etc.
網(wǎng)站已經(jīng)成為現(xiàn)階段眾多企業(yè)不可或缺的網(wǎng)絡(luò)營銷平臺，互聯(lián)網(wǎng)應(yīng)用規(guī)模正不斷擴(kuò)大。目前我國中小企業(yè)數(shù)量已達(dá)到4200多萬戶，占全國企業(yè)總量的 99.8%。而應(yīng)用互聯(lián)網(wǎng)發(fā)展業(yè)務(wù)的中小企業(yè)只占總數(shù)的44.2%，并且有很大一部分中小企業(yè)網(wǎng)站存在各種應(yīng)用弊端。目前，中國中小型企業(yè)網(wǎng)站正步入一種尷尬境地：網(wǎng)站的功能已不能適應(yīng)互聯(lián)網(wǎng)時代發(fā)展的需要，而部分網(wǎng)站則存在功能過剩的問題。筆者向部分中小企業(yè)了解，其中某五金機(jī)電加工公司網(wǎng)絡(luò)營銷部張先生說，公司的規(guī)模不大，建站的目的很簡單，就是向外發(fā)布一下最新的產(chǎn)品信息，并提供聯(lián)系方式，但是建站時選擇了直接購買服務(wù)器，現(xiàn)在需要專業(yè)人員維護(hù)，費(fèi)用開支很大。那么，針對類似以上一些中小企業(yè)出現(xiàn)的問題，我們該如何指導(dǎo)其進(jìn)行網(wǎng)站建設(shè)并取得可喜效果呢：
At present many enterprises website has become a indispensable network marketing platform, the Internet application scale is growing. The number of small and medium-sized enterprises at present our country has reached more than 4200 households, accounting for 99.8% of the total enterprises in the whole country. And the use of Internet business development of small and medium-sized enterprises accounted for only 44.2% of the total, and much of the small and medium-sized enterprise website exists all kinds of application of drawbacks. At present, China's small and medium-sized enterprise web site is entering a kind of embarrassing position: the functionality of the site already can not adapt to the needs of the development of the Internet age, and there are some websites function of the excess problem. The author to small and medium enterprises understand, some hardware and processing company network Marketing Department Mr. Zhang said, the size of the company is not big, the purpose of the site is very simple, that is the latest to release a product information, and provide contact information, but multiple choice directly buy server, now need professional maintenance, expenses is very large. So, in view of the above some small and medium-sized enterprise similar to the problems, and how should we guide its web site construction and made gratifying effect? :
一、明確建立網(wǎng)站的目標(biāo)和用戶需求
A clear, establish the goals of the web site and user needs
定位您的網(wǎng)站，首先要明確定位UEO營銷型網(wǎng)站建設(shè)的要求風(fēng)格，一般來說，網(wǎng)站在要求風(fēng)格上有理性要求和感性要求及綜合型三種，任何營銷性的網(wǎng)站都面臨這樣一個選擇：你應(yīng)該將要求和溝通策略建立在一種由不容置疑的證據(jù)所支持的主張上呢，還是應(yīng)該建立一種被顧客感覺良好的情感要求呢?一般來說，理性要求強(qiáng)調(diào)理論及邏輯性，以事實為基礎(chǔ)，以介紹性文字為主;感性要求則強(qiáng)調(diào)直覺，以價值為基礎(chǔ)，以形象塑造為主。
Positioning your web site, should make clear positioning UEO marketing type website construction requirements style, generally speaking, the website in requirements style rational requirement and perceptual requirements and comprehensive three, any marketing sex site are facing such a choice: you should will require and communication strategy based on a by the indubitable evidence to support the claim that the? Or should establish a were customers feel good emotional requirements? Generally speaking, rational requirement emphasize theory and logical, in fact as the foundation, the introductory words for the Lord; The perceptual requirements emphasize intuition and taking the value as the foundation, the image is given priority to.
強(qiáng)調(diào)理性要求的網(wǎng)站以事實為依據(jù)，以產(chǎn)品或技術(shù)為核心，通過產(chǎn)品或技術(shù)，突出企業(yè)特點(diǎn)，進(jìn)行營銷活動，著力點(diǎn)在產(chǎn)品或技術(shù)的視覺沖擊力和吸引力。這種類型的網(wǎng)站往往在對產(chǎn)品或技術(shù)方面不惜筆墨，以理性要求確立其營銷地位，力求在顧客心中營造一種技術(shù)領(lǐng)先的氛圍，從而產(chǎn)生對企業(yè)的信任感。顯然，這類站點(diǎn)在設(shè)計方面相對要求不高，但一定要在技術(shù)、seo網(wǎng)站優(yōu)化、產(chǎn)品的宣傳、展示以及應(yīng)用和對實際的具體作用等方面下力氣渲染，并在風(fēng)格上一定要保持一致，最好與企業(yè)的CI形象一致，以保持企業(yè)在消費(fèi)者網(wǎng)上、網(wǎng)下形象的連續(xù)形象，從而樹立鞏固的地位。
Emphasis on rational requirement website is based on the fact and product or technology as the core, the product or technology, outstanding enterprise characteristics of marketing activities, focus on product or technology visual impact and attractive. This type of website to the product or technology in often at ink in, with rational requirement establish its marketing position, and strive to build a kind of heart in the customer leading technology atmosphere, thus produce to the enterprise of credit. Obviously, this kind of site in the design of the relative demand is not high, but must be in technology, SEO website optimization, the product promotion, and display and application and to the actual effect, specific energy rendering, and in style must be consistent, best of CI and enterprise image consistent, to keep the enterprise in the consumer online, offline image of the continuous image so as to set up the consolidation of the position.
強(qiáng)調(diào)感性要求的網(wǎng)站多以樹立企業(yè)形象為主，以服務(wù)為導(dǎo)向。這里的服務(wù)有兩方面含義，一是本身企業(yè)提供的就是服務(wù)，如服務(wù)行業(yè);二是企業(yè)的售前、售后服務(wù)。通過服務(wù)提升企業(yè)在客戶心中的地位，從而促進(jìn)營銷，這一類型則一定要注重網(wǎng)站的風(fēng)格設(shè)計和創(chuàng)意，以感性要求為主，著意渲染或營造一種特有的企業(yè)氛圍，著意體現(xiàn)一種網(wǎng)站或產(chǎn)品及服務(wù)的價值感，決不能平鋪直敘，更不能只是將傳統(tǒng)的服務(wù)搬到網(wǎng)上來，我看目前絕大多數(shù)網(wǎng)站就是這樣，我們提供什么什么服務(wù)，歡迎與我們聯(lián)系，等等，試想，互聯(lián)網(wǎng)只是一個虛擬的環(huán)境，您沒有給瀏覽者營造一種可信的氛圍，人家憑什么相信你的服務(wù)呢?現(xiàn)實中企業(yè)的信譽(yù)在網(wǎng)上一樣有效。你可能找不出自己真正具有實力的地方，不要緊，我們可以通過網(wǎng)站建設(shè)，回過頭來審視一下自己的公司、企業(yè)，重新為企業(yè)塑造一個新的形象定位，并在以后的運(yùn)營中下力氣加強(qiáng)建設(shè)，從而在行業(yè)中獨(dú)樹一幟，力求在顧客心中營造一種嶄新的形象，并產(chǎn)生信任感。請您仔細(xì)考慮一下：互聯(lián)網(wǎng)上成百上千的同行業(yè)網(wǎng)站，顧客為什么購買或使用你的產(chǎn)品或服務(wù)，而沒有選擇競爭者的產(chǎn)品或服務(wù)?市場經(jīng)濟(jì)是競爭性的。你必須為人們選擇你的品牌而不是他人的品牌創(chuàng)造理由。因此，一方面，要加強(qiáng)特殊氛圍的營造，在感性要求上下功夫，消除企業(yè)與顧客在時間與空間上的距離，建立客戶忠誠度，增加客戶價值，通過拓展、建立、保持并強(qiáng)化客戶關(guān)系使自身效益最大化 ;另一方面，好好設(shè)計你的網(wǎng)站，獨(dú)特的設(shè)計能夠營造一種獨(dú)特的企業(yè)文化──互聯(lián)網(wǎng)企業(yè)文化，也許這與傳統(tǒng)營銷風(fēng)格不符，不要緊，不要太過 于依賴傳統(tǒng)營銷!
Emphasizes the requirement to web site more perceptual setting up the enterprise image is mainly based on service oriented. The service here there are two meanings, one is itself to provide the service enterprise, such as service industry; 2 it is enterprise pre-sale and after-sale service. Through promoting enterprise customer service in the position of the heart, so as to promote the marketing, this type must be pay attention to the website's style design and creative, with perceptual request primarily, attempts to render or build a kind of special enterprise atmosphere, attempts to reflect a kind of website or product and service value feeling, never a dull or tile, not just more traditional service will move to the net to, I look at present the vast majority of sites is like this, we provide what what service, welcome to contact with us, and so on, just imagine, the Internet is just a virtual environment, you did not give your visitors to build a kind of credible atmosphere, the somebody else with what believe that your service? In the reality of the enterprise prestige as effective in online. You may not find out their real strength of the place, never mind, we can through the website construction, and turned to look at his own company, enterprise, again for enterprise to shape a new image positioning, and in the lower strength after operation to strengthen the construction, which in its industry, in an attempt to build a new customers in the heart of the image, and trust from. Please carefully consider: the Internet hundreds of industry web site, why the customer purchase or use your product or service, and have no choice competitors products or services? Market economy is competitive. You must choose your brand for people and not others brand creation reason. Therefore, on the one hand, to strengthen special atmosphere build, in perceptual requirements fluctuation kongfu, eliminate enterprise and customers in time and space distance, building customer loyalty, increase customer value, through the development, establish and maintain and strengthen the customer relationship make their own benefit maximization; On the other hand, a good design your site, unique design can build a kind of unique enterprise culture ─ ─ Internet enterprise culture, maybe this and the traditional marketing style not, it doesn't matter, not too dependent on traditional marketing in!
綜合類型也比較常見，就是將上面而二者結(jié)合起來，因為對于同一種產(chǎn)品，不同的人可能基 于不同的決定──有時產(chǎn)品本身的特性可以決定你是理性的還是感性的。因此，在網(wǎng)站的氛圍營造上就要注意分辨：如果某一方面不能充分說明產(chǎn)品或服務(wù)的特性，就要將二者結(jié)合起來，在不同的部分分別進(jìn)行理性和感性的要求，借以打動不同類型的顧客，既以大量的事實突出企業(yè)的技術(shù)優(yōu)勢，又營造一種感性的氛圍，強(qiáng)調(diào)產(chǎn)品或服務(wù)給人帶來的價值，通過二者的結(jié)合，共同營造企業(yè)獨(dú)特的氛圍。
Comprehensive type also more common, is will above and combined them, because for the same kind of products, different people can base in different decision ─ ─ sometimes the product itself characteristics can be decided to you is rational or sensitive. Therefore, in the website of the atmosphere is attention to distinguish: if a hand cannot fully explain the characteristics of the product or service, will both up and in different parts of the reason and perceptual respectively the requirements, so as to appeal to different types of customers, both to large amount of outstanding enterprise technical advantage, and to build a kind of perceptual atmosphere, emphasize the product or service to bring value, through the combination of two, and work together to build enterprise unique atmosphere.
一般來說，以感性為主的網(wǎng)站多為生產(chǎn)類型的企業(yè)，而感性要求為主的網(wǎng)站多為服務(wù)類型的企業(yè)，當(dāng)然這種分類方法并不是絕對的，有時，作為生產(chǎn)型的企業(yè)，其網(wǎng)站可能是服務(wù)型的，也有可能是綜合型的，也有可能一個網(wǎng)站在不同時期選擇不同類型的網(wǎng)站，在要求風(fēng)格上也就不一樣。但不管是什么類型，還是那句話，一切為營銷服務(wù)，這樣，網(wǎng)站才能發(fā)揮其真正的價值。
Generally speaking, to give priority to web site for more perceptual production types of enterprise, and perceptual request primarily website for more service type of enterprise, of course, this kind of classification is not absolute, sometimes, as a productive enterprise, the site may be of service, also be comprehensive, may also have a web site at different times choose different types of sites in requirements on the style is different also. But no matter what kind, or that sentence, all for marketing services, that way, you can play its real value.
明確網(wǎng)站的要求風(fēng)格將直接影響著后面數(shù)據(jù)準(zhǔn)備的側(cè)重點(diǎn)，將網(wǎng)站定位成一種類型，那么，在網(wǎng)站數(shù)據(jù)的籌備中就要在某方面下力氣，如何對網(wǎng)站建設(shè)的數(shù)據(jù)進(jìn)行準(zhǔn)備：
Clear the requirements of the web site will directly influence the style at back to the emphasis of the data, the website localization into one type of, so, in web site preparation of the data will be in some way in energy, how to the website of the data to prepare:
二、必備的建網(wǎng)資料
Second, the necessary arrangement material
我們已經(jīng)了解了網(wǎng)站的要求風(fēng)格，接下來您要了解的是建立網(wǎng)站所必須的數(shù)據(jù)：建立一個行之有效的營銷性的網(wǎng)站決不能馬馬虎虎，草率行事，隨便準(zhǔn)備點(diǎn)資料，找一些象征性的圖片，一攬子塞給專業(yè)公司，過個不長時間網(wǎng)站就OK了，這是絕對的錯誤!也許您得知同行企業(yè)已紛紛建網(wǎng)，并取得了一定的收效;也許您是被網(wǎng)絡(luò)公司業(yè)務(wù)員再三的勸告，才準(zhǔn)備投資建立網(wǎng)站，提醒您注意，必須在一開始就明確：您能夠利用網(wǎng)站做什么?通過網(wǎng)站，您能夠為訪問者或顧客提供什么，或者說給消費(fèi)者帶來了什么利益?然后在問問自己能夠從中獲得什么利益?
We already know the requirements of the website style, then you want to understand is a web site must the data: establish an effective marketing sex site must not so so, hasty, literally to prepare some material, find some symbolic of the picture, the package slipped professional company, and have a long time not web site is OK, this is absolutely wrong! Perhaps you know peer enterprises have been set up, and have achieved some effective; Perhaps you are network company salesman repeated advice, to a web site for investment, remind you attention, must, at the outset, clear: you can use web site do??????? Through the website, you can for your visitors or customers with what, or what has brought to consumer interests? Then ask yourself can get what interests?
這里，提醒您注意的一點(diǎn)是，文字?jǐn)?shù)據(jù)最好找專人負(fù)責(zé)整理，最好是熟悉市場營銷并有一定文字組織能力的人，他們能夠站在企業(yè)、市場和消費(fèi)者的多角度考慮文字的組織方式。我的工作體會是企業(yè)在提供數(shù)據(jù)時常常是基 于企業(yè)宣傳手冊、彩頁、各種報告、技術(shù)資料，我想說的是，這些數(shù)據(jù)往往技術(shù)性太強(qiáng)或一味地站在企業(yè)角度：我有多么悠久的歷史、技術(shù)先進(jìn)、榮譽(yù)稱號，但缺乏站在客戶角度考慮問題。當(dāng)然，這些都是很好的資料，但建議您最好找專人整理一下。
Here, remind you noted that, text data had better look for person for sorting, had better be familiar with marketing and have certain ability of organization of the text, they can stand in the enterprise, the market and consumers consider the organization way from text. My work experience is the enterprise in providing data base in enterprise is often brochure, color pages, all kinds of report and technical data, I want to say is, these data technical too strong or standing in blindly enterprise Angle: how much I a long history, advanced technology, honorary titles, but the lack of standing in customer point of view. Of course, these are very good material, but suggest you had better look for the specialist tidy.
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