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New trend of enterprise website construction: community

Source: Shangpin China | Type: website encyclopedia | Time: January 19, 2015
The so-called communitization of enterprise portal construction is based on the needs of people's interaction, exchange, dialogue and participation in the web2.0 era, with brand as the core and community as the core Website construction The website form of the architecture.
 

 
Several issues that need to be clarified in establishing a community enterprise website include:
1. Brand core positioning? The purpose of community enterprise website is to better realize the definition of brand interaction and brand core.
2. On the basis of the proposed brand core, the target of the brand needs to be clarified. What needs to be emphasized here is that in many cases, the actual consumer group of the brand does not coincide with the brand's communication appeal group. For example, McDonald's, the channels for children to access information and the intensity of digesting information are limited, but it is necessary to take the strongest stakeholder group of the brand consumer group as the target of brand appeal.
What is the role of community websites?
1. Brand self communication platform. On this community portal, the audience has a deep understanding of brand information, which is also available in traditional enterprise portals.
2. Brand interaction platform. Realize the interaction between users and brands, as well as the interaction between audiences. Through the interaction between users and brands, realize the audience oriented brand building. Through the interaction between the audience and the audience, strengthen the audience's understanding and cognition of the brand, and provide materials for users' word-of-mouth communication.
3. Advertising effect aggregation platform. Because of the openness of community enterprise websites, it is bound to be conducive to the in-depth deconstruction of brand advertising campaigns and help users understand the content and connotation of advertising campaigns. Of course, it also provides convenience for the brand movement.
4. The core function of the whole platform is based on the brand DNA, so every interaction and participation is based on the brand concept.
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