Enterprise website planning
Source: Shangpin China |
Type: website encyclopedia |
Date: August 30, 2012
As the ancients said, if you anticipate everything, you will stand; if you don't, you will lose. A corporate website with good marketing effect is also built on the premise of comprehensive and reasonable website planning, which is Website production The basic content, construction steps and development direction of the website are determined by its foundation and guiding program. The website planning should be considered from the height of the network marketing strategy, establish the overall concept of network marketing, and combine each link of the enterprise website with the network marketing goal. Enhance pertinence and avoid blindness.
According to the different goals and priorities of online marketing, the functions and contents of enterprise websites will be somewhat different, but the basic steps of website planning are similar, which should generally include the following aspects.
1. Determine the target positioning of the website
This is the primary issue in website planning, which needs to be very clear and specific. The goal orientation of the website determines the function and content of the website, and all kinds of website promotion strategies are to achieve the expected purpose of the website. To plan the target positioning of enterprise websites, you can refer to the three typical categories summarized in the previous section, namely, information release type, online sales type and comprehensive functional type. Different types of websites have different expressions and implementation means.
2. Design website name and domain name
If an enterprise is going to set up a website on the Internet to release information, it must first plan the name of its website and register its domain name, just as in real society, starting a company requires a company name and going to the Industrial and Commercial Administration for registration. A good website domain name is of great significance to the success of online marketing. The website name is as important as the domain name. The domain name and website name should be considered as important content in the website planning stage.
Before planning the website name and domain name, you need to understand the relationship and difference between them. In terms of connection, website names and domain names are important symbols of enterprise websites. They are not only equally important, but also relevant, which can easily make netizens associate. As far as the difference is concerned, it is mainly reflected in two aspects: ① the website name is completely decided by the enterprise, while the domain name can take effect only after the enterprise pays a fee to register with the network management organization; ② The website name is for Internet users to browse, so it can be expressed in a variety of words, while the domain name is for computer recognition, so at present, it can only be composed of English letters, numbers and dashes according to certain rules.
At present, as an important marketing resource and intangible asset of enterprises, the value of website domain names has been recognized by all sectors of society. Enterprises need to be cautious about domain name registration. Greatdomains is currently the most famous domain name dealer on the Internet. The company evaluates domain names according to the "3C" model, including Characters (domain name length), Commerce (business value) and. com (top-level domain name). On this basis, combined with other relevant research materials, the book summarizes the design skills of corporate domain names into the following aspects:
① The shorter the domain name, the better
The importance of website domain name length (excluding suffixes such as. com and. net) is unquestionable, because shorter domain names are not only easy to remember, but also easy to input and not easy to make mistakes, so they have higher value. Greatdomains classifies website domain names into five grades according to the length of domain names: the best four stars are those with domain names less than 5, such as 163.com, sina.com, sohu. com, etc; Domain names between 6-10 are sub optimal; Domain names longer than 20 are the worst. As the number of global websites has soared in recent years net,. Among the domain names with suffixes such as cn, most of the domain names with shorter length have been registered. However, there are still some ways to form relatively short domain names, such as using word abbreviations, or abbreviating letters with a meaningful simple word, or using Chinese Pinyin or pure numbers.
② Select common words with commercial meaning
The value of the domain name is reflected in whether it can bring traffic and profits. The business information contained in the domain name will directly enhance the value of the domain name, such as wallstreet Com sold $1.3 million in 1999, and business.com set a record transaction price of $7.5 million in the same year. In addition, simple and well-known English words and phrases are also ideal, because they are easier to make a brand. For example, in 1999, the Hong Kong Yingke Digital Power Group invested 2.5 million dollars to buy torn.com, and the domain name of cool.com was rejected by someone who offered 38 million dollars.
Greatdomains believes that it is best to use some commonly used meaningful and simple English words as domain names, such as loans.com and food.com. Secondly, some uncommon but meaningful English words are used as domain names, such as escrow.com and amazon.com. The third is the domain name composed of words, for example, storecoupons.com. The worst is the domain name that does not contain any commercial value, for example, cantrustus.com
③ Related to company name, registered trademark or core business
When people see "ibm.com", they will think that it is the website of IBM. Such a high degree of association is undoubtedly the intangible wealth of the enterprise. Therefore, the domain name design needs to consider the establishment of association with the company name, registered trademark or core business, so that users can easily move from one to the other. However, the disadvantage for Chinese enterprises is that the Chinese characters in the enterprise name must be converted into English letters or numbers in the website domain name, which is a conversion process that uses a lot of brain power and shows different talents. At present, domestic enterprises often adopt the following methods: use the Chinese phonetic alphabet of the enterprise name, such as hongta group's hongta.com, xinfei electric appliance's xinfei.com; Translate the enterprise name into English words, such as Greatwall.com.cn of Great Wall Computer Company and China Mobile chi-nanlobile.com; Use the phonetic abbreviation of the enterprise name, such as gdbhk.com of Guangdong Bubugao Electronic Industry Co., Ltd. and lzlj.com.cn of Huzhou Laojiao Group; Select homophonic English words according to Pinyin, such as midea. com. cn of Midea Group, konka. com. cn of Konka Group, and gree.com of Gree Group; The method of mixing Chinese and English is adopted. For example, the domain name of Rongshida Group is rongshidagroup.com, where the three words "Rongshida" are in Chinese Pinyin, and the word "Group" is in English.
④ Select the appropriate domain name suffix
According to the rules of domain name structure, domain name applicants can choose. com net,. Org,. cn and other suffixes, but for enterprise websites, the commercial value of different suffixes is different Com is the best suffix for enterprise domain names, which means "I have been engaged in business activities for many years, I am a serious businessman, and I know what I am doing". Using com as a domain name suffix not only looks grand and simple, but also reflects the enterprise's globalization concept. Greatdomains believes that. com is the best choice for domain name suffixes, and. net is the second best choice. But for Chinese enterprises,. cn, which is being vigorously promoted in China, is also an ideal choice, because it can not only highlight the concept of China, but also promote at a low price.
⑤ Try to avoid cultural conflicts
Once an enterprise website is connected to the Internet, it will be accessible to global users without any hindrance. This will not only bring great convenience to enterprise operations, but also mean that all content of the enterprise website will be tested by many cultural standards, especially the website domain name. Enterprises must try to avoid cultural conflicts. The domain name "sina. com" of Sina.com, a world-famous Chinese portal, is an English word created according to the homonym of Chinese names. It is short in length and unregistered. It seems to be a very ideal choice. However, in 2000, some Chinese in Japan asked Sina.com to change its domain name, because "sina" in Japanese has the same pronunciation as "China", which is a scornful name of the Japanese right wing for China. Although Sina.com explained and refuted the rumor many times later and insisted on using it till now, its negative effects still appear and disappear, which should be taken as a warning by other enterprises.
3. Select the website server platform
After planning the website domain name, the next step is to consider the server platform construction of the enterprise website. Any website is built on a certain software and hardware platform. Choosing the running mode of the server platform is a crucial strategic decision for enterprise websites. It determines the reliability of the enterprise website, the ability to serve customers, and the cost of seven yuan to maintain the operation of the website.
At present, the server platform operation modes that enterprise websites can choose mainly include the following three types.
(1) Self built host
This mode is that enterprises purchase all kinds of software and hardware required for website construction, including website servers, necessary computer room facilities, security protection equipment, etc., configure them accordingly, purchase lines to connect to the Internet, and allocate professionals for daily maintenance. The self built host has the advantages of independence, easy maintenance and high security, but because its cost is at least hundreds of thousands to millions of yuan, it is only suitable for large enterprise websites with high requirements and strong strength.
(2) Hosting
Hosting refers to that a website server is purchased by a website building enterprise and placed in a special server hosting company. The hosting company is responsible for providing network access and related facilities services. The website building enterprise manages the server through remote control. In the actual operation process, the station building enterprise is responsible for purchasing server hardware and installing corresponding software. The hosting company is responsible for connecting the machine to the network and helping it restart when the machine goes down. This beneficial 'model can also be called "semi self built". The station building enterprises only need to invest funds in the early stage to purchase servers. In daily operation, they can pay regular rent to the hosting company. Compared with self built hosts, the investment scale is greatly reduced. It is suitable for small and medium-sized enterprises that require good commercial operation mechanisms for their websites but cannot afford daily professional maintenance. However, it cannot be ignored that this mode requires the website server to be placed in the third-party computer room outside the enterprise, so there are hidden dangers in the convenience of maintenance, data security and other aspects.
(3) Virtual host
Although the investment required for hosting has been greatly reduced compared with the self built host, it still requires tens of thousands of yuan to purchase the website server, and the annual hosting cost is also around ten thousand yuan, so it also has a certain investment threshold. For many enterprise websites that only need simple functions such as information release, you can choose a more economical virtual host mode. This mode uses special software and hardware technology to divide a complete server host into several hosts. In fact, it divides the hard disk space of the real host into several shares and leases them to different users. Each divided host has an independent domain name and IP address, but shares the CPU, RAM, operating system, application software, etc. of the real host. At runtime, the user remotely operates his own part. For any user, this part is a complete server, which has the same function as a real independent host. The virtual host mode has become the mainstream trend of small and medium-sized commercial websites because it does not require enterprises to purchase hardware by themselves, so it has the outstanding advantages of low cost, fast opening, simple management, etc.
4. Plan website content
People often say that hardware is the living environment of a website, structure is the skeleton of a website, content is the flesh and blood of a website, and interface is the appearance of a website. Therefore, website content planning is a crucial link in the process of website construction. On the basis of determining the target positioning of the website, enterprises can plan for the content elements, framework structure, overall style, technical means and other aspects of the website.
(1) Content Elements
Different types of websites differ greatly in content elements. Enterprises can plan website content elements that meet their own needs according to target positioning and in combination with the common website content mentioned above.
(2) Frame structure
For enterprise websites with rich content, the structure of the website needs to be carefully analyzed and designed in the planning process. A reasonable and standardized website structure is of great benefit to both the construction of the website and the management, maintenance and upgrading of the website in the future. The structure of a website can be divided into physical structure and logical link structure, which are both different and closely related. The physical structure of a website refers to the physical storage structure of website files, that is, the way website files are stored on the server. Logical link structure refers to the topological structure abstracted from the website at runtime, which is built on the physical structure of the website and spans the physical structure.
① Physical structure of the website
The physical structure of a website is reflected in the directory structure of the website on the server. In general, the physical structure of the website should not be very complex, nor should there be too many levels. The tree directory structure should be established according to the function, status and general logical structure of the website files. Directory structure is a problem that is easy to ignore. Many website planners create sub directories of websites without planning. Whether the directory structure is reasonable or not has an important impact on the upload, maintenance, migration and expansion of website content.
Here are some suggestions for establishing directory structure: Do not store all files in the root directory. Instead, corresponding subdirectories should be established according to the content category of the website to store relevant content pages respectively; The level of the directory should not be too deep, and the best level of the website directory should not exceed 3 levels to facilitate maintenance and management; Create an independent images directory under the section directory of each website to store the image files in this column; The directory name cannot be in Chinese or too long. Instead, try to use a meaningful directory name.
② Logical link structure of website
The logical link structure of a website refers to the topological structure of links between pages. It is based on the directory structure, but can span the directory structure. Intuitively, each page is a fixed point, and a link is a line between two fixed points. A point can be connected to one point or multiple points. More importantly, these points are not distributed in a plane, but exist in a three-dimensional space. The purpose of studying the link structure of the website is to make users browse most effectively with the least links.
Generally, there are two basic ways to establish the link structure of a website: tree link structure (one-to-one) and star link structure (one to many). These two basic structures are only ideal ways. In actual website design, these two structures are always mixed together. In order to enable visitors to reach the page they need quickly and easily, and to know their position clearly, it is best to use star link structure between the home page and the first level page of the website, and tree link structure between the first level and second level pages.
The design of link structure is very important in the actual web page production. The link structure used directly affects the layout of the layout. For example, where to put the main menu, whether to place it on every page, whether to use a framing frame, and whether to add a link to return to the home page. After the link structure is determined, consider the effect and form of the link, whether to use a drop-down form or a DHMTL dynamic menu.
③ Website structure blueprint
In order to make the structure of the website clearer and more accurate, it is necessary to make a visual blueprint of the website structure in the process of website planning. The website structure blueprint is a set of graphs that reflect the website structure, which is composed of components such as a frame, directed lines, and icons. They can accurately show how the elements in the website are grouped and linked, making the design easier and more accurate.
When completing a structure blueprint, be sure to describe all the elements that appear in the diagram. First, you need to make some illustrations: how to represent links, page components, pages, and page groups on the blueprint. It is also necessary to distinguish the parts that perform different functions or transaction processing, the parts that are dynamically produced, and the pages that only consist of text. Each page should be labeled and explained in the list after the legend. If the website is large, you may need to make several blueprints.
(3) Overall style
The so-called style is abstract, which refers to the comprehensive feelings of the overall image of the website to the visitors. This "overall image" includes CI (logo, color, font, slogan), layout, browsing method, interactivity, text, tone, content value, significance, site honor and many other factors of the site.
The overall style of the website is the most flexible part of many elements of the website, and there is no fixed program to reference and imitate. The simple, distinctive and unified website style can make a deep impression on the visitors and attract them to visit constantly. The richness of website content is important, but "characteristics" is the key. The website should have its own unique style and creativity. It will stand out from many websites.
The overall style of the website includes the theme style and interface style of the website. The theme style refers to the matching of the foreground color, page structure, page pattern and text of each page of the website; Interface style refers to the overall impression of the whole website. The former mainly reflects the unity of the form of the website, while the latter mainly reflects the unity of the content of the web page. They are related to each other. The theme style of a website determines what interface it should use to make the theme
Show it, and properly designed interface will highlight the theme more.
When planning the overall style of the enterprise website, the following design principles should be followed.
① Concise
Conciseness is an important principle of web design and one of the bases for determining the overall style of a website. The main purpose of website construction is to exchange information. It is very important to make information easier for visitors to use. Other things are subordinate. Google website provides an outstanding example. Its Chinese website home page is very simple and efficient, which is worthy of serious experience.
② Main tone
As a website, it should have its own main color and be reflected in every webpage. Too many and messy colors will make visitors bored. There are generally 3-5 color combinations for web pages, and one of them is dominant. It depends on the style of the website, such as warm, active, generous, fresh, or simple. We should also cooperate with the content, such as high-tech enterprise websites can be done generously. It is suitable for monochrome, and the pattern should be as simple as possible; Sports enterprise websites should be full of vitality. It is recommended to use warm colors, create a warm atmosphere with two or three colors at the same time, and use some irregular patterns.
In addition, background images should be used in conjunction with the content of the web page. Dark background and large flower patterns must be used carefully. Generally, try to choose images with simple patterns and single colors. The color should not be too bright. It should be taken into account that it will become dazzling if viewed for a long time; It is not appropriate to change the background frequently in the same website to avoid taking time to download each page change. Using the same background can also increase the page consistency and establish style.
③ Page layout
Page layout is to arrange pictures and text in different positions of the page in the most suitable way for browsing. Just like traditional newspapers and magazines, the web page is considered as a page of a newspaper or a magazine for layout. When designing a layout, you should take text, pictures and blank space as a whole, and use plane segmentation to mobilize all areas to build the entire layout.
④ Contrast and Reconciliation
Contrast and harmony is a very important part of web design. Comparison means that when two elements that are very different in quality or quantity are together at the same time, they have the nature of interaction and set off each other. Contrast is a method used to make the theme picture have changes and vitality. Harmony is the relationship between parts of the objects that form beauty. It has no contradiction in terms of both quality and quantity. The feelings and ideas conveyed by each part are not separated or excluded from each other, but the overall unity of part diversity to express the state of beauty.
In web page design, to achieve a good effect, we should first make reasonable use of the factors of contrast, such as the layout of style, the size, thickness and color of fonts, the width of pictures, the contrast of proportions, transparency and placement of positions. The ultimate goal is to achieve a stronger visual effect; It is also necessary to use the factor of harmony, that is, the contact point of the composition, to make the overall feeling of the web page prominent, not just because of the contrast, resulting in a sense of fragmentation. Only when contrast and harmony complement each other, can the webpage be bright and prominent, and better express the designer's intention.
⑤ Smooth
Viewers usually read through the information quickly first and then begin to read it. They often read the information many times instead of once. The first time they read through was to look at the overall shape and pattern, and then they began to read more deeply. A good web design should first lead the visitors to the starting point, and then lead them through the web in the best order to get the maximum understanding. Remember, visitors always look at the large, colorful and bright parts of the web page first, and then usually browse from left to right and from top to bottom.
⑥ Harmony and unity
Many individual pages of the website should be like a harmonious whole, that is, the style of each page should be as unified as possible. By using a certain size, color, and location for individual elements (graphics, words, and white space), and using the same logo and icons with similar styles on each page of the website. This unity helps guide viewers to browse information and let them know where they are. At the same time, there is also a problem of harmony between graphics and text. Try to make illustrations match the original.
(4) Technical means
After completing the planning of the basic content of the website, you need to consider what technical means to use to achieve the planning content. For most enterprise websites, the technical means mainly refer to the background program to realize dynamic web content. At present, the mainstream website background programs in the world mainly include ASP, PHP and JSP described in the previous chapter. However, when planning the website specifically, enterprises need to fully consider the background program language and supporting programs of the website according to the requirements and characteristics of the website itself and the background of technical personnel.
5. Website test
After the website design is completed, a series of comprehensive and strict internal tests should be carried out to find out and solve various problems in time before it can be officially launched for browsing. Regular website testing mainly includes the following aspects.
(1) Link validity
Check whether all links on the specified page are normal to avoid incorrect links. In addition to avoiding the link error of the website itself, we should also avoid the link error with other websites. The following provides the names and functions of some available detection software, including download locations and applicable operating systems:
InfoLink Link Checker ( //www.biggbyte.com/download.html ); LinkScan ( //www.elsop.com/linkscan/dleval.cgi )。
(2) Website readability
Check whether the information in the META identifier in the page header is complete, because there are more than 3 engines indexing websites according to the META identifier. Avoid using all capital letters, and make the content as simple and clear as possible. Be careful not to repeat keywords too many times, especially for some search engines.
(3) Download speed
Check the page load time to understand the speed of connecting user pages under different network environments. Web pages should be kept small in size, and graphic files or compressed graphic files should be used as little as possible.
(4) Web page language correctness
The webpage is spelled correctly in both Chinese and English; The HTM L syntax of the web page is written correctly.
(5) Website usability
The overall structure of the website is clear, and the internal page navigation of the website is clear.
(6) Website interactivity
Provide enough contact information and design feedback form.
(7) Website compatibility
Whether it can be displayed normally in different displays.
6. Website promotion plan Website promotion activities generally take place after the official release of the website. Of course, it is not ruled out that some websites may start to promote during the preparation period. Website promotion is the main content of online marketing. It can be said that most online marketing activities are for the needs of website promotion, such as news release, search engine registration, link exchange, online advertising, etc.
Therefore, in the website planning stage, we should have a clear understanding and plan for future promotion activities, rather than considering what kind of promotion means to take after the website is completed. It can also be seen that website planning is not just for the needs of website construction, but for the needs of the entire network marketing activities.
7. Website upgrading and maintenance system
After the construction of the enterprise website is completed, we should also pay attention to updating the content and upgrading the website frequently. Website upgrading is to upgrade the hardware and software technology used by the website to improve the performance and quality of the website, so as to meet the needs of network development and users. The role of website upgrading is obvious. In addition to improving the website itself, it can also make users more convenient, safe, and fast to browse the website and use the website services. The website upgrade includes two aspects, one is hardware, the other is software.
The upgrading of website hardware mainly refers to the upgrading of network related hardware (website server, etc.), because these hardware are most closely related to the operation of the website, and are also related to users. The better the performance and quality of these hardware, the easier the operation and management of the website will be, and it will be easier and faster for users to visit the website and use the services provided by the website. Hardware upgrading is mainly to improve the performance of the website. In addition to helping the website's performance, software upgrading can also solve many problems that cannot be solved by hardware, and software upgrading is often more cost-effective.
In order to ensure the timely and efficient updating and upgrading of the enterprise website, it is better for the enterprise to assign a website administrator with the necessary professional skills to take full responsibility. In addition, it is also necessary to establish a website upgrading and maintenance management system to ensure that the website plays its due role. The website management system mainly includes the following aspects.
(1) Website administrator system: composition of website administrator; The quality of website management personnel; Responsibilities of website management personnel; Rewards and punishments for website management personnel.
(2) Content of website maintenance: website update frequency; Website detection.
(3) Relevant regulations on website security.
8. Website construction investment budget
This is a very critical step. Many websites have been forced to stagnate at the very beginning because of investment budget mistakes. They either underestimated the cost or wasted money on some unimportant parts. Due to the rapid development of information technology, the introduction of new products and technologies will greatly reduce costs. Therefore, accurate investment estimation is very difficult and risky. The best way is to list the required hardware, software, personnel, Internet access methods and services, and then consult relevant professionals. At present, the construction and operation costs of websites in China mainly include the following aspects.
(1) Domain name fee
After registering the domain name, the applicant needs to pay a certain fee every year to maintain the right to use the domain name. Different levels of domain names charge different fees. According to the prevailing rate in 2008, 60-100 yuan per year for domestic domain names; The international domain name is 120-160 yuan per year.
(2) Line connection fee and legal IP address fee
There are differences in the rates of different ISPs, access methods and rates. The higher the rate, the more expensive the monthly rent. The IP address is usually applied together with the line, and a certain fee is also required. You can ask the local ISP service provider for the specific rate.
(3) Server hardware device
If you choose to build your own host, in addition to purchasing the necessary website server, enterprises also need routers, modems, firewalls and other access equipment and supporting software. Hosting or virtual hosting can eliminate this part of access costs.
If you choose to host or rent a virtual host, you need to pay the hosting fee or host space rental fee. The hosting fee is generally calculated according to the space occupied by the host in the hosting machine room (in U, usually referring to the rack unit), and the space rental fee is calculated according to the space occupied by the host's hard disk (in MB). In many cases, the hosting or virtual host maintenance fee includes the takeover fee, so there is no need to pay another takeover fee.
(4) System software cost
This part of the cost includes the cost of purchasing operating systems, Web server software, database software and other projects. At present, due to the omission of domestic intellectual property protection, many enterprises are accustomed to using pirated software, and often ignore this cost. However, it can be expected that more enterprises will turn to genuine software in the future, and this expenditure will also account for an important part of the investment in self built host computers.
(5) Development and maintenance costs
After the software and hardware platform is built, the specific Web page design, programming, database development and later platform maintenance costs must be considered. The development and maintenance of the website can be entrusted to a professional website producer, and the costs can be calculated together. Please note: We must fully realize that the maintenance of the website is a long-term process. If the enterprise only considers the cost of purchasing equipment, but the annual maintenance cost is not included in the budget, it will become affordable and unusable.
(6) Website promotion expenses This includes fees paid for various forms of publicity activities, fees paid for authorized reproduction of content, and other additional fees paid in the process of website operation. This article was published in UEO Marketing website construction Company Shangpin China //ihucc.com/
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