Meaning of enterprise domain name brand
Source: Shangpin China |
Type: website encyclopedia |
Time: 2015-06-14
Enterprise brand is the object of customer identification and selection. Traditional marketing focuses on improving brand awareness, while for online marketing, enterprises Website production To conduct business activities with the help of the Internet, there is also a problem of being identified and selected, that is, the problem of corporate domain names. 1. Meaning of enterprise domain name Domain names have the characteristics of trademarks and have the same "domain name effect" as trademarks. Domain names are the contact addresses of enterprise sites and the objects that enterprises are identified and selected online. The uniqueness in the network makes domain names become the "spokesmen" of enterprises in the network. Customers realize the identification and selection of enterprise websites through the identification and selection of enterprise domain names, which also highlights the potential value of some domain names. Therefore, improving the popularity of domain names is to improve the popularity of enterprise sites, which is to improve the probability of enterprises being identified and selected. For enterprises, the higher the popularity of the domain name, the higher the probability that the website will be visited and browsed, and the higher the efficiency of enterprises' marketing activities through the network. The corporate domain name, which is used to identify corporate websites, has become an important part of corporate brands. Therefore, the domain name must be managed and used as a commercial resource. Domain name investment is gradually rising. On the Spring Festival Gala in 2009, Zhao Benshan's classic dialogue "not bad money" in his sketch "not bad money" was favored by netizens, while 10 domain names such as "buchaqian. com", "buchagian. net". "not bad money. com" were snapped up by netizens. The owner of "buchaqian. com" sold the domain name for 100000 yuan. 2. Registration of enterprise domain name Domain names are scarce resources. At first, many enterprises didn't care about domain names. However, after the popularity of the Internet, domain name competition and disputes have gradually increased and attracted widespread attention. For example, Tencent used to spend a lot of money to take back QQ's domain name. Qianxiang Group's Kaixin (now renren. com) and Beijing Kaixin001 Com) The court case shows that the battle for domain names is over. Branding of corporate domain names has become an urgent task for the business community, and the problems related to domain name registration must also be brought to the attention of businesses. Founded in 1996, www.net.cn is one of the leading domain name registrars in China, and has helped customers register more than 5 million Chinese and English domain names. Its domain name service interface is shown in Figure 7-4, which gives a detailed introduction to domain name registration, query and value-added services. (1) The composition and types of domain names. A domain name is generally composed of 26 English letters, 10 Arabic numerals from "0" to "9", and the underscore "_". The maximum length of the domain name can be 67 characters (including the next level). There is no difference in the case of letters. Each level can not exceed 22 letters. These symbols constitute the prefix, main body and suffix of the domain name, which together form a complete domain name. That is, the domain name is composed of two or three strings. For example, "www. yourname. com ', or" www. yourname. com. cn ", where only the" yourname "character can be defined by itself, while the". com "character is already specified by the domain name system, and there are several types of choices as follows: Category of international domain name: Ac is applicable to scientific research institutions; Com - applicable to industrial, commercial, financial and other enterprises; Net - Information Center (NIC) and Operation Center (NOC) applicable to the Internet and access network; Org - applicable to various non-profit organizations; Edu - applicable to American educational institutions, and domestic institutions cannot register; Gov - applicable to U.S. government departments, and domestic institutions cannot register; Mil - It is applicable to military organizations in the United States. Domestic organizations cannot be registered. Category of Chinese TLDs: Ac. cn - applicable to scientific research institutions; Com. cn - applicable to industrial, commercial, financial and other enterprises- edu. Cn - applicable to educational institutions; net. Cn - Information Center (NIC) and Operation One Center (NOC) applicable to the Internet and access network Org. cn - Applicable to various non-profit organizations. The international domain name refers to the domain name registered in TnterNic, the domain name registration agency in the United States, and the domestic domain name refers to the domain name registered in China Internet Information Center. The difference between the two is that international and domain names do not have a country logo, while domestic domain names finally add ". cn", the country logo of "China". There is no essential difference between domestic and international domain names in the role of the Internet, but there is a certain difference in structure. Domestic domain names end with ". com. cn" or ". org. cn", while international domain names end with ". corn", ". net" or ". org" Ending. In recent years, some countries have also used their own national languages, such as German, French and other domain names. China has also begun to use Chinese domain names, but it can be expected that English based domain names (i.e. English domain names) will remain the mainstream in China for a long time to come. (2) The principle of domain name registration. In the era of Internet economy, domain names are the most intuitive link between enterprises and the Internet, and also the "signboard" of enterprises on the Internet. A high-quality domain name will greatly increase the popularity of enterprises on the Internet and enhance the brand image of enterprises. Therefore, enterprises should also follow the following principles when designing and selecting domain names: ① Relevance. The domain name is the embodiment of the corporate image. The domain name established by the enterprise should make customers immediately associate with the nature of the enterprise and have an initial reasonable impression on the enterprise. This requires that the domain name of the enterprise has a greater correlation with the name, brand name and main business of the enterprise. For Chinese enterprises, the following strategies can be adopted: First, use the Chinese pinyin or English name of the enterprise name as the domain name. This is a good way to choose domain names for enterprises. In fact, most domestic enterprises choose domain names in this way. For example, the domain name of Haier Group is www Haier.com. The domain name of Changhong Group is www changhong. Com, the domain name of China Telecom is www Chinatelcom.com cn, the domain name of China Mobile is www chinamobile. com。 Second, take the abbreviation of enterprise name as the domain name. For enterprises with long names, abbreviations are easy to remember. For example, the domain name of Guangdong Bubugao Electronic Industry Co., Ltd. is www G song bk. com, Third, the domain name is a combination of related words or homophones. For example, the domain name of www.51job com。 ② The domain name should be concise, easy to use and remember. The domain name must be concise, easy to read and remember, and simple to spell. The combination of symbols with too complicated spelling is a time-consuming and laborious behavior for the public. The domain name (unit name) should not exceed 8 characters. For example, Sina's domain name www sina. Comm cn, the domain name of Sohu www sohu. Com and NetEase 163.com is very short, easy to spell, understand and remember, which can make the effect of enterprise brand communication more effective with less effort. ③ It should conform to the enterprise's own positioning and reflect the enterprise's characteristics. The language has an image, and this associative impression from the language should conform to the enterprise's image positioning. For a world-class company or a giant enterprise planning to become a world-class enterprise, its domain name must be grand and heroic, and its name must reflect the momentum of a world-class giant. In this regard, there are also successful examples for reference in China, such as Fax China (www.ChinaEfax. com), Chinese (www.ChinaRen. com), and China.com (www. China. com). ④ Avoid unnecessary legal disputes. Domain name management follows the Trademark Law of the People's Republic of China and is protected by national laws. It is illegal to name your own domain name with the trademark name of another company or product. If you choose the trademark name of another company as your own domain name, it is likely to cause a lawsuit, especially when the registered domain name is a well-known trademark of an international or domestic well-known enterprise, It is troublesome to others and yourself. Therefore, enterprises should not register the unique trademarks owned by other enterprises and the trademarks of internationally renowned enterprises. Of course, you should also avoid registering domain names closely related to other enterprises. 3. City name rush registration Domain name is a scarce resource. Each domain name is uniquely registered in the world at the same level. Since the current regulations on website registration are not complete, the registration time is the main standard. In the world, if a domain name is registered, no other organization has the right to register the same domain name., In recent years, with the increasing number of enterprises registering city names, the mainstream domain names suitable for Chinese enterprises to register and use are becoming scarce, and city names have become an important part of large online marketing brands. The commercial value of domain names has also been highly valued by business people. Especially for those brands and trademarks that have accumulated considerable reputation in the traditional business environment, customers visit the website because they think that the website is the same as the famous brand in the traditional marketing. Therefore, when some enterprises rush to register other people's famous brands as their own domain names, they actually rely on other people's brand power to obtain the number of big t views, However, those enterprises that should have the brand could not register the domain name because of its uniqueness. In actual operation, this feature of domain names has also attracted the attention of some speculators, who have preempted the registration of potentially valuable domain names, or used them for their own use by taking advantage of the momentum of Dongfeng, or moved the heart of "villains" to sell. The battle for domain names at the height of "8844" on Mount Everest in 2005 was a living case of domain name preemption. There are two reasons why the problem of domain name preemption is so serious. One is the legal gap, which has become a means for some people to get rich. The other is that many enterprises have temporarily planned to carry out online marketing or have not yet realized the importance of domain names in online marketing and the brand value of enterprises it contains. In short, the problem of domain name preemption should attract enough attention from the industry. 4. Strategic management strategy of domain name At China's first domain name conference in 2009, Liu Zhijiang, deputy director of China Internet Network Information Center, proposed that "domain names are no longer a technical problem, but have become an intellectual property problem and an economic problem for enterprises." Improper management of domain names may cause significant losses to enterprises. At the moment, many enterprises have realized the importance of domain name protection, It is recognized that upgrading the strategic level of domain names should become a top priority for enterprises. The domain name strategic management of enterprises mainly includes the registration and maintenance of domain names, rational use of domain names, monitoring of domain name registration and use status, and legal protection of domain names. Among them, defensive domain name registration is the focus of domain name protection for many large enterprises. It can not only enrich the brand resources of enterprises, but also prevent competitors from competing maliciously, resulting in the loss of potential users. For how to specifically implement the corporate domain name strategy, enterprises should do the following three things: (1) Enterprises should have an international foresight, fully register the domain names related to their brands and products, avoid unnecessary troubles caused by the conflict between the future development of enterprises and domain names, and effectively use various brand resources of enterprises, including domain names. For multinational enterprises, this is often done relatively well. Their managers often attach great importance to domain name management and protection at the beginning, and take it into account in the long-term development strategy of the enterprise. Once they have determined the new business to promote, they will register or buy all the domain names related to them before this. For example, when Huisoft launched Bing Search in 2009, We bought a large number of related domain names, effectively avoiding the risk of domain names being snapped up after the official launch of new business. Samsung once registered 470 prefecture level cn domain names related to its brand, which has become a classic case of defensive domain name registration for enterprises. For small and medium-sized enterprises, due to their limited capabilities, they should act within their capabilities when formulating their own domain name protection strategies. Because they are unable to comprehensively protect corporate domain names, small and medium-sized enterprises should adopt selective protection strategies for domain names. (2) The enterprise shall establish a unified domain name use plan. Use the domain name registered by the company's most eye-catching and influential business logo on the company's main website, and register and use the city name of relevant business scope and products. Alibaba, for example, has continuously launched new businesses in recent years, but now it is hard to find a city name related to "Ali". (3) Enterprises should have dedicated personnel to manage and monitor the use of domain names to ensure the security of domain names. For example, Google, Yahoo! Such a large company invests a lot of money in domain name protection every year, Yahoo! Every year, hundreds of thousands of dollars are invested in the protection of city names· In terms of domain name security, as China's. cn domain name is getting more and more attention, it has now become the best choice for corporate domain name strategy. Because there is a perfect arbitration mechanism for. cn domain names, which are independently managed by China, it can help domestic enterprises solve related problems, while com and other overseas domains cannot. In addition, CNNIC has an anti phishing website alliance, which can clean up some counterfeit websites, which also ensures the security of the cn domain name.
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