Detailed explanation of website construction skills of small and medium-sized enterprises
Source: Shangpin China |
Type: website encyclopedia |
Date: August 13, 2012
Beijing website construction As one of the most important contents in enterprise informatization construction, it often puzzles small and medium-sized enterprise owners. There are frequent complaints that enterprise websites that cost thousands or even tens of thousands of yuan to build cannot interact well with visitors, and the effect is greatly reduced; For enterprise development, the website needs to be expanded and upgraded, and the upgrade cost is much higher than expected; Low security, frequent injection of trojans and submission of garbage information. 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.
The website has become an indispensable online marketing platform for many enterprises at this stage, and the scale of Internet applications is constantly expanding. At present, the number of small and medium-sized enterprises in China has reached more than 42 million, accounting for 99.8% of the total number of enterprises in the country. However, only 44.2% of SMEs apply the Internet to develop business, and a large part of SMEs' websites have various application drawbacks. At present, the websites of small and medium-sized enterprises in China are stepping into an awkward situation: the functions of websites can no longer meet the needs of the development of the Internet era, while some websites have the problem of excess functions. The author learned from some small and medium-sized enterprises, among which Mr. Zhang from the network marketing department of a hardware electromechanical processing company said that the company's scale is small, and the purpose of building the station is very simple, that is, to release the latest product information and provide contact information, but when building the station, he chose to buy servers directly, which now requires professional maintenance, and the cost is very high. So, how can we guide the small and medium-sized enterprises to build websites and achieve gratifying results in response to problems similar to the above 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? :
1、 Clarify the goal and user needs of the website A clear, establish the goals of the web site and user needs
To locate your website, you must first clearly locate UEO Marketing website construction Generally speaking, websites have three types of requirements: rational requirements, emotional requirements and comprehensive requirements. Any marketing website is faced with a choice: should you base your requirements and communication strategies on an assertion supported by incontrovertible evidence, or should you establish an emotional requirement that customers feel good about? Generally speaking, rationality requires emphasizing theory and logic, taking facts as the basis, and taking introductory words as the main; Perceptual requirements emphasize intuition, value based and image building. 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.
Websites that emphasize rational requirements take facts as the basis, take products or technologies as the core, highlight enterprise characteristics through products or technologies, carry out marketing activities, and focus on the visual impact and attraction of products or technologies. This type of website often spares no effort in product or technology, establishes its marketing position with rational requirements, and strives to create a technologically leading atmosphere in the hearts of customers, thus generating a sense of trust in enterprises. Obviously, the design requirements of such sites are relatively low, but we must SEO website optimization , product publicity, display, application and specific role in practice, and must be consistent in style, preferably with the CI image of the enterprise, so as to maintain the continuous image of the enterprise on the consumer's online and offline image, so as to establish a solid position. 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.
Websites that emphasize perceptual requirements mostly focus on building corporate image and service orientation. The service here has two meanings. One is that the enterprise itself provides services, such as service industry; The second is the pre-sales and after-sales services of the enterprise. To improve the position of enterprises in customers' minds through services, so as to promote marketing, this type must pay attention to the style design and creativity of websites, focusing on perceptual requirements, deliberately exaggerate or create a unique corporate atmosphere, and deliberately reflect the value of a website or product and service. It must not be straightforward, nor just move traditional services online, I think this is the case for most websites at present. What services do we provide? Welcome to contact us. Just imagine that the Internet is just a virtual environment. You haven't created a credible atmosphere for visitors. Why should people trust your services? In reality, the reputation of enterprises is as effective as online. You may not be able to find out where you really have strength. Never mind, we can look back on our own companies and enterprises through website construction, re create a new image orientation for the enterprise, and make efforts to strengthen the construction in the future operation, so as to be unique in the industry, and strive to create a new image in the hearts of customers, And create a sense of trust. Please consider carefully: Why do customers buy or use your products or services on hundreds of websites in the same industry on the Internet instead of choosing competitors' products or services? Market economy is competitive. You have to create reasons for people to choose your brand over others' brand. Therefore, on the one hand, we should strengthen the creation of special atmosphere, work hard on perceptual requirements, eliminate the distance between enterprises and customers in time and space, establish customer loyalty, increase customer value, and maximize our own benefits by expanding, establishing, maintaining and strengthening customer relationships; On the other hand, design your website well. A unique design can create a unique corporate culture - Internet corporate culture. Maybe this is not consistent with the traditional marketing style. It doesn't matter. Don't rely too much on traditional marketing! 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!
Comprehensive types are also common, that is, combining the above and the two, because for the same product, different people may make different decisions - sometimes the characteristics of the product itself can determine whether you are rational or emotional. Therefore, attention should be paid to distinguish the atmosphere of the website: if one aspect cannot fully explain the characteristics of products or services, it is necessary to combine the two, and make rational and emotional requirements in different parts to impress different types of customers, which not only highlights the technological advantages of enterprises with a large number of facts, but also creates a perceptual atmosphere, Emphasize the value of products or services to people, and jointly create a unique atmosphere of the enterprise through the combination of the two. 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.
Generally speaking, most of the websites based on perception are production oriented enterprises, while most of the websites based on perception requirements are service oriented enterprises. Of course, this classification method is not absolute. Sometimes, as a production oriented enterprise, its website may be service oriented or comprehensive, or a website may choose different types of websites in different periods, They are different in style. But no matter what type, or that sentence, all for marketing services, so that the website can play its real value. 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.
Clarifying the required style of the website will directly affect the focus of data preparation in the future, and positioning the website as a type. Then, in the preparation of website data, efforts should be made in some aspects, and how to prepare the data for website construction: 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:
2、 Necessary network building materials Second, the necessary arrangement material
We have learned the required style of the website, and what you need to know next is the data necessary for the establishment of the website: to establish an effective marketing website, we must not be careless, hasty, prepare some information, find some symbolic pictures, and put them in a package to professional companies. After a short time, the website will be OK, which is an absolute mistake! Perhaps you know that peer enterprises have established networks and achieved certain results; Perhaps you were advised repeatedly by the salesperson of the Internet company to invest in the establishment of the website. Please note that you must be clear at the beginning: what can you do with the website? Through the website, what can you provide for visitors or customers, or what benefits do you bring to consumers? Then ask yourself what benefits you can get from it? 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?
Here, you should pay attention to the fact that it is better to find someone who is familiar with marketing and has a certain ability to organize words. They can consider the organization of words from the perspective of enterprises, markets and consumers. My working experience is that enterprises often provide data based on enterprise brochures, color pages, various reports, and technical materials. What I want to say is that these data are often too technical or blindly from the perspective of enterprises: how long I have a history, advanced technology, and honorary titles, but lack of consideration from the perspective of customers. Of course, these are all good materials, but I suggest you find someone to sort them out. 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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