北京网站扶植，作为企业信息化扶植中最主要内容之一，常常搅扰着中小企业主。常常有如许的埋怨，花了几千元以致上万元扶植的企业网站，不克不及很好地与接见者互动，成果大打扣头;企业睁开，网站需要扩建进级，进级本钱比设想中高出很多;平安性不高，频仍地被注入木马和提交渣滓信息等等。
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.
网站曾成为现阶段浩繁企业不成或缺的收集营销平台，互联网运用范围正赓续扩大。今朝我国中小企业数量已达到4200多万户，占世界企业总量的 99.8%。而运用互联网睁停业务的中小企业只占总数的44.2%，而且有很大一部分中小企业网站存在各类运用弊病。今朝，中国中小型企业网站正步入一种为难境地：网站的功用已不克不及顺应互联网时代睁开的需要，而部分网站则存在功用多余的问题。笔者向部分中小企业意见，此中某五金电机加工公司收集营销部张师长教师说，公司的范围不大，建站的目标很俭朴，就是向外公布一下最新的产品信息，并供应联络体式格局，然则建站时遴选了直接购买效劳器，目前需要专业人员掩护，用度开支很大。那末，针对相似以上一些中小企业出现的问题，我们该若何指点其停止网站扶植并获得可喜成果呢：
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 ***, 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、明白建立网站的目标和用户需求
A clear, establish the goals of the web site and user needs
定位您的网站，起重要明肯定位UEO营销型网站扶植的苦求风格，通俗来说，网站在苦求风格上有感性苦乞降感性苦求及综合型三种，任何营销性的网站都面对如许一个遴选：你理当将苦乞降沟通战略建立在一种由无可置疑的证据所支持的主意上呢，照样理当建立一种被主顾感觉优越的情绪苦求呢?通俗来说，感性苦求强调实际及逻辑性，以事实为根底，以引见性文字为主;感性苦求则强调直觉，以价格为根底，以笼统塑造为主。
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 *** 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.
强调感性苦求的网站以事实为根据，以产品或手艺为核心，经过历程产品或手艺，凸起企业特点，停止营销活动，着力点在产品或手艺的视觉冲击力和采取力。这类范例的网站常常在对产品或手艺方面不吝文字，以感性苦求建立其营销位置，力图在主顾心中营建一种手艺抢先的空气，从而产生对企业的相信感。明显，这类站点在设想方面绝对苦求不高，但肯定要在手艺、SEO网站优化、产品的宣扬、展示和运用和对实际的具体感化等方面下气力衬着，并在风格上肯定要贯串连接一致，最好与企业的CI笼统一致，以贯串连接企业在耗损者网上、网下笼统的一连笼统，从而建立牢固的位置。
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.
强调感性苦求的网站多以建立企业笼统为主，以效劳为导向。这里的效劳有两方面寄义，一是本身企业供应的就是效劳，如效劳行业;二是企业的售前、售后效劳。经过历程效劳提升企业在客户心中的位置，从而增进营销，这一范例则肯定要注意网站的风格设想和创意，以感性苦求为主，着意衬着或营建一种特有的企业空气，着意表现一种网站或产品及效劳的价格感，决不克不及平淡无奇，
品牌网站改版，更不克不及只是将传统的效劳搬到网下去，我看今朝绝大多数网站就是如许，我们供应甚么甚么效劳，接待与我们联络，等等，试想，互联网只是一个假造的情况，您没有给观赏者营建一种可托的空气，人家凭甚么相信你的效劳呢?实际中企业的诺言在网上一样有用。你能够找不出本身真正具有气力的地方，不要紧，我们可以也许经过历程网站扶植，回过头来审视一下本身的公司、企业，重新为企业塑造一个新的笼统定位，并在从此的运营中下气力增强扶植，从而在行业中标新立异，力图在主顾心中营建一种极新的笼统，并产生相信感。请您仔细斟酌一下：互联网上成百上千的同业业网站，主顾为甚么购买或应用你的产品或效劳，而没有遴选合作者的产品或效劳?市场经济是合作性的。你必须为人们遴选你的品牌而不是别人的品牌创作发明来由。是以，一方面，要增强非凡空气的营建，在感性苦求高下时间，清除企业与主顾在时光与空间上的距离，建立客户忠厚度，增加客户价格，经过历程拓展、建立、贯串连接并强化客户干系使本身效益最大化 ;另外一方面，好好设想你的网站，奇特的设想可以也许营建一种奇特的企业文明──互联网企业文明，也许这与传统营销风格不符，不要紧，不要过分 于依附传统营销!
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!
综合范例也对比罕见，就是将上面而两者连系起来，因为对付统一种产品，分歧的人能够基 于分歧的决定──偶然产品本身的特征可以也许决定你是感性的照样感性的。是以，在网站的空气营建上就要留神分辨：假定某一方面不克不及充分解释产品或效劳的特征，就要将两者连系起来，在分歧的部分辨别停止感性和感性的苦求，借以感动分歧范例的主顾，既以少许的事实凸起企业的手艺优势，又营建一种感性的空气，强调产品或效劳给人带来的价格，经过历程两者的连系，配合营建企业奇特的空气。
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.
通俗来说，以感性为主的网站多为临盆范例的企业，而感性苦求为主的网站多为效劳范例的企业，虽然这类分类方式其实不是绝对的，偶然，作为临盆型的企业，其网站能够是效劳型的，也有能够是综合型的，也有能够一个网站在分歧时代遴选分歧范例的网站，在苦求风格上也就纷歧样。但非论是甚么范例，照样那句话，一切为营销效劳，如许，网站才能发挥其真正的价格。
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.
明白网站的苦求风格将直接影响着后面数据准备的偏重点，将网站定位成一种范例，那末，在网站数据的准备中就要在某方面下气力，若何对网站扶植的数据停止准备：
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、必备的建网质料
Second, the necessary arrangement material
我们曾意见了网站的苦求风格，接上去您要意见的是建立网站所必须的数据：建立一个行之有用的营销性的网站决不克不及随随便便，草率行事，随意准备点质料，找一些象征性的图片，一揽子塞给专业公司，过个不长时光网站就OK了，这是绝对的错误!也许您得知同业企业已纷纭建网，并获得了肯定的见效;也许您是被收集公司业务员再三的奉劝，才准备投资建立网站，提醒您留神，必须在一起头就明白：您可以也许哄骗网站做甚么?经过历程网站，您可以也许为接见者或主顾供应甚么，或说给耗损者带来了甚么优点?然后在问问本身可以也许从中获得甚么优点?
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 *** 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?
这里，提醒您留神的一点是，文字数据最好找专人担负收拾整顿，最好是熟习市场营销并有肯定文字机关才能的人，他们可以也许站在企业、市场和耗损者的多角度斟酌文字的机关体式格局。我的工作领会是企业在供应数据经常常是基 于企业宣扬手册、彩页、各类申报、手艺质料，我想说的是，这些数据常常手艺性太强或一味地站在企业角度：我有多么悠长的汗青、手艺进步前辈、荣誉称号，但缺少站在客户角度斟酌问题。虽然，这些都是很好的质料，但倡议您最好找专人收拾整顿一下。
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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