Type and function of enterprise website
Source: Shangpin China |
Type: website encyclopedia |
Date: August 28, 2012
Enterprise website type
What functions should enterprise websites have and what forms of expression should they take. There is no unified model, and the construction investment of enterprise website can also range from hundreds of yuan to millions of yuan. But as far as the business essence of enterprise websites is concerned, they can be simply divided into three types.
1. Information release type
The information release type is a primary enterprise website, which does not need too complex technology, but takes the website as an information carrier, and its main function is positioned in enterprise information release, including company news, product information, procurement information and other content that users, sellers and suppliers care about, It is mostly used for brand promotion and communication. The website itself does not have a perfect online order tracking and processing function. In fact, these contents are also essential for all websites. Even a fully functional e-commerce website can not do without these basic information.
Because this type of website can meet the basic needs of enterprise network marketing, and because of its simple construction and maintenance, and less investment, it has become the mainstream form of SME websites. Even for some large and medium-sized enterprises with strong strength, not all of them have reached the goal at one step in the process of online marketing, and they often choose the simple information release type Beijing website construction Start. Therefore, this kind of human enterprise website is widely representative.
2. Online sales
On the basis of releasing enterprise product information, the website has the conditions for online sales by adding online order acceptance and payment functions. The value of online sales enterprise websites lies in that enterprises directly provide users with product sales or services based on websites, change traditional distribution channels, reduce intermediate circulation links, and thus reduce total costs and enhance competitiveness. It is usually applicable to consumer products or office supplies. Online direct marketing is a way for enterprises to carry out online marketing. But not every enterprise can do this. It may not be suitable for all types of enterprises.
3. Comprehensive functional type
This kind of website is an advanced form of enterprise network marketing. It not only has the previous information release and online sales functions, but also integrates the enterprise's raw material purchase, product distribution, customer service and other marketing functions into the website, so as to achieve efficient and high-quality network marketing activities.
Basic functions of website
Enterprises invest in building websites, not to catch up with the Internet fashion, nor simply flaunt their own strength, but to make websites become effective online marketing tools, and effectively enhance the economic returns and long-term competitiveness of enterprises. According to Feng Yingjian, a domestic scholar, the specific functions of enterprise websites in online marketing are mainly shown in 8 aspects.
1. Brand image
With the booming tide of the Internet, more and more netizens are used to looking for the information they need through the Internet. The main way for people to learn about enterprises online is to visit the company's website. From this perspective, the image of the company's website represents the online brand image of the enterprise. The professionalism of website construction directly affects the online brand image of the enterprise, It also has a direct impact on other functions of the website. As an intangible asset concerned by global enterprises at present, the growth and maintenance of brand requires enterprises to invest a lot of financial and material resources for a long time. It is impossible to let its development lead to success. Even though brands are widely known in the real world, enterprises need to continue to support and cultivate them in the Internet environment if they want to win popularity among netizens, because the Internet is different from the real world after all. For example, when asked about the number one book sales brand in China's real society, most Chinese people will say Xinhua Bookstore, but when asked about the current first-class online bookstores in China, netizens will think of Excellence or Dangdang, rather than Xinhua Bookstore.
2. Information release
In the modern society, the price of information has attracted more and more attention from all walks of life. In order to improve performance, enterprises must maintain good information communication with consumers, governments, partners and other social public. However, because the current mass media are monopolized by a few organizations, there are many inconveniences such as narrow channels and high costs for enterprises to transmit information to the society. The emergence of the Internet has greatly opened the door for the public to transmit information. As an information carrier, the enterprise website can, within the scope of legal permission, independently, conveniently, quickly and cheaply publish all corporate news, product information, various promotional information, bidding information, cooperation information Personnel recruitment information, etc. Therefore, in the Internet environment, having a website is equivalent to having a powerful propaganda tool. Information publishing is the inherent basic function of enterprise websites.
3. Product use and service display
Product use and service display is a necessary stage for enterprises to go through in daily sales. In the past, it was completed by enterprise sales terminals through store display. However, this way has disadvantages such as high cost, limited coverage, limited display time, etc. The most convenient and fast thing on the Internet is information transmission. Websites can release information to the world at a very low cost across time and space constraints. Therefore, enterprise websites can flexibly display product descriptions, pictures and even multimedia information to users, and even intangible services can be displayed online through information related to tangible certificates. In this sense, a website with simple functions is at least equivalent to a product promotional material that can be updated at any time.
4. Online sales
In recent years, the development trend of enterprise marketing channels is to flatten, so as to reduce sales costs and enhance the profitability of enterprises. A website with perfect functions can complete sales functions such as order confirmation and online payment, and it has short construction period and less investment funds, which can be used as the main channel for enterprises to realize direct sales.
5. Customer service
Loyal customer groups are the source of an enterprise's long-term competitiveness. In order to improve the quality of customer service, the enterprise website can provide customers with various online services and help information, such as FAQs, online filling in help seeking forms, and real-time answering customer inquiries through chat.
6. Customer relationship
Customer relations belong to the public relations category of marketing theory, which emphasizes long-term maintenance and long-term focus. In the short term, it is a one-way payment without return. Enterprise websites can attract customers to participate by providing value-added services, sending greetings, online community interaction, etc., so as to establish long-term contact with customers and maintain and enhance customer relations.
7. Network research
Market research is an important part of the marketing system, the only way for enterprises to understand consumers, and the starting point for implementing customer orientation. Compared with traditional contact methods such as street interception, personal interview, telephone interview, letter questionnaire, etc., online research has the advantages of low implementation cost, less resistance, rapid data sorting, etc., which can be a useful supplement to traditional research methods.
8. Online Alliance
With the formation of the global market, the competition between enterprises is becoming increasingly fierce. Therefore, some theorists put forward the idea of establishing enterprise alliances, advocating that enterprises should jointly build alliances to resist risks, improve efficiency, and form a new situation where cooperation and competition coexist. To this end, enterprises can establish cooperative relationships with suppliers, dealers, customer websites, and other complementary or related enterprises, and use websites as a cooperation platform to exchange information and share resources. This article was published in UEO Marketing website construction Company Shangpin China //ihucc.com/
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