企業(yè)網(wǎng)站畢竟不同于專業(yè)的 ICP 或者門戶網(wǎng)站，不可能也沒有必要小而全，每個企業(yè)有 自己特定的產(chǎn)品/服務(wù)，網(wǎng)站的內(nèi)容理應(yīng)圍繞企業(yè)的核心業(yè)務(wù)設(shè)置。企業(yè)網(wǎng)站不應(yīng)當(dāng)只是一 個擺設(shè)，網(wǎng)站是最有用的營銷工具。當(dāng)然，只有在網(wǎng)站可以滿足用戶需要信息的前提之下， 網(wǎng)站的營銷功能才能真正發(fā)揮作用。 那么用戶需要什么信息呢？
The enterprise website, after all, different from the professional ICP or web portal, not may also have no necessary to complete, each enterprise has a particular product/service, the content of the web site to the core business around enterprise set up. The enterprise website should not just a decoration, the web site is the most useful marketing tool. Of course, only in the website can meet user needs information under the premise, the web site of the marketing function can really play a role. So the user need what information?
這個問題是網(wǎng)站規(guī)劃者首先要考慮的，首先必須分析可能的訪問者有哪些，然后有針對性地設(shè)計相關(guān)內(nèi)容，這樣才能做到有的放矢。一般來說，一個企業(yè)網(wǎng)站主要的訪問者有幾類， 即：直接用戶、經(jīng)銷商、設(shè)備和原材料供應(yīng)商、競爭者等。前兩類訪問者是公司的現(xiàn)有用戶和潛在用戶，也是網(wǎng)站內(nèi)容應(yīng)該重點滿足的對象。至于供應(yīng)商，除去那些具備 B TO B 功能的綜合性電子商務(wù)網(wǎng)站來說，大多數(shù)以信息發(fā)布為主的企業(yè)網(wǎng)站很少顧及到，因此，也不是一般企業(yè)網(wǎng)站的重點內(nèi)容。至于競爭者，來訪的目的無非是了解你公司的新動向，或者成都網(wǎng)站設(shè)計水平如何，是否有值得借鑒的地方，對此，在發(fā)布有關(guān)內(nèi)容時應(yīng)該給予適當(dāng)?shù)?ldquo;防備”，而不是讓競爭者滿載而歸。
This problem is website planners should consider above all, we must first analysis may visitors what, then pertinently design related content, like this can be targeted. Generally speaking, a enterprise web site visitors to the main have a few kinds of, i.e., the direct users, dealers, equipment and raw materials suppliers, competitors, etc. The first two kind of visitors is the company's existing customers and potential customers, also is the web site content should focus on the object of satisfy. As for suppliers, except those who have the comprehensive function B TO B for e-commerce sites, most with information release is the enterprise websites rarely attend TO, and therefore, it is not the average enterprise web site the key content. As for competitors, the purpose of the visit is common to understand your company's new trend, or Beijing website design level how to, whether it is worthwhile for place, to this, release the related content in should give appropriate "to guard against," and not allow competitors to yourselves.
既然公司的現(xiàn)有用戶和潛在用戶是網(wǎng)站的重點照顧對象，那么就要認(rèn)真分析他們需要什么信息。以一個電視機(jī)生產(chǎn)企業(yè)為例，一個用戶/潛在用戶訪問某企業(yè)網(wǎng)站的目的大致有幾種：看看有什么新產(chǎn)品、對比不同規(guī)格產(chǎn)品的性能和價格、與其它品牌的同類產(chǎn)品進(jìn)行對比 、 查詢本地銷售商和保修地址等等，如果可以進(jìn)行網(wǎng)上訂購，用戶自然也希望了解與此相關(guān)的 信息，比如訂貨方式、支付手段、送貨時間和費用、退換商品政策等。因此，這些內(nèi)容應(yīng)該作為網(wǎng)站的重點。
Since the company's existing customers and potential customers is the focus of the web site take care of objects, then to seriously analyzes what they need information. In a television production enterprise, for example, a user/potential users access to some enterprise web site to roughly several: see what new products, comparing the different specification product performance and price, and other brands of similar products for local comparing, distributor and the warranty address, and so on, if can be online ordering, users are eager to know what nature and the related information, such as order mode, means of payment, delivery time and cost, replacement goods policy, etc. Therefore, the content of the site should be as a key point.
說起來如此簡單，似乎應(yīng)該是再明白不過的道理，但是，很多網(wǎng)站在內(nèi)容設(shè)計上“跑題” 的現(xiàn)象卻時常發(fā)生。即使在電子商務(wù)已經(jīng)比較發(fā)達(dá)的美國，企業(yè)網(wǎng)站設(shè)計不合理的狀況也十 分明顯，在中國，也許就更顯得不足為怪了。
It is so simple, it seemed to understand but truth, but a lot of the web site in the content design "change the subject to the phenomenon of" but often happen. Even in electronic business is more developed the United States, enterprise web design unreasonable situation also ten points clear in the China, perhaps more appear wonder.
一、 樹立公司形象，擴(kuò)大業(yè)務(wù)宣傳。 包括公司總體介紹，如公司規(guī)模、公司結(jié)構(gòu)、公司產(chǎn)品、公司文化、公司理念、經(jīng)營宗旨、經(jīng)營目標(biāo)、價值觀、遠(yuǎn)景規(guī)劃、公司曾經(jīng)所獲得的榮譽、公司現(xiàn)在在研究的一些新產(chǎn) 品、公司未來的發(fā)展趨勢、公司的產(chǎn)品或服務(wù)所具有的與眾不同的特點和市場定位等等。另 外也可附加一些公司的優(yōu)質(zhì)服務(wù)等等。公司資料不僅包含文字資料，也包含一些圖片資料，比如公司建筑圖片，公司員工圖片，特別是公司產(chǎn)品圖片等等，使得公司更逼真，更具有說 服力地展現(xiàn)在客戶面前。盡可能讓客戶對公司了解的更全面，更細(xì)致。
A, set up the company image, expand business propaganda. Includes company general introduction, such as the company size, the company structure, the products of the company, the company culture and concept, management tenet, objectives, values, a vision, the company ever honor, the company is now in the research of some of the new products, the company the future trend of development, the company's product or service has the characteristics of the different and market positioning, etc. Another may be added to the high quality service and so on some companies. The company material include not only text material, also contain some pictures information, such as company buildings pictures, the employee of the company image, especially the company product pictures, etc, make the company more lifelike, has said to serve more customers show before in force. As far as possible let customers for the company know more comprehensive, more detailed.
二、 收集客戶反饋，加強客戶服務(wù)。通過公司的網(wǎng)站 ，可以建立統(tǒng)一的資料發(fā)送和接收系統(tǒng)，增強了安全性、穩(wěn)定性、及時*，保證客戶的利益。提高了服務(wù)質(zhì)量，并能以一種快捷、方便的方式提供公司及其產(chǎn)品 的信息和客戶所需的服務(wù)。運用先進(jìn)的傳播擴(kuò)展手段，增大公司的用戶數(shù)量。大大提高了商務(wù)通信速度，擴(kuò)大了通道的功能。拉近了公司與客戶的距離，增強了與客戶的關(guān)系。公司可全天候 24 小時地服務(wù)我們的客戶 ，與我們的客戶保持售后聯(lián)系，傾聽客戶意見，回答客戶 經(jīng)常提出的問題，并可以及時的收到客戶各種反饋信息，及早發(fā)現(xiàn)問題、解決問題。
Second, collect customer feedback and strengthen customer service. Through the company's website, can establish unified material sending and receiving system, enhance the security, stability, timely *, ensure that the interests of its clients. Improve the quality of service, and in a fast, convenient way to provide the company and its products information and customer services required. The application of advanced communication extension means, increase the number of users of the company. Greatly improving the business communications speed, expanded the function of the channel. Close the distance of the corporation and clients, and enhance the relations with customers. The company can be a full 24 hours to service our customers, and our customers to stay after contact, listen to the customers' opinions, answer customers often questions, and can in time of all kinds of feedback information received from customers, early detection and solve problems.
三、 網(wǎng)上市場調(diào)查，開展網(wǎng)絡(luò)營銷。 通過網(wǎng)站實現(xiàn)縮短推出新產(chǎn)品和打開新市場的周期阿姨公司的產(chǎn)品銷售活動，大程度滿足客戶需求，以達(dá)到開拓市場、增加盈利的目的。公司將自己的產(chǎn)品信息及經(jīng)銷商信息發(fā)布在網(wǎng)站上，各客戶根據(jù)情況可申請加入該公司的SEO網(wǎng)站優(yōu)化，也可直接通過網(wǎng)站訂單系統(tǒng)向公 司下銷售訂單；公司收到訂單后對其進(jìn)行確認(rèn)，然后為客戶提供資料。開展UEO營銷型網(wǎng)站建設(shè)的內(nèi)容 主要有：1、產(chǎn)品信息：將公司銷售的資料在網(wǎng)站進(jìn)行宣傳介紹，并按照產(chǎn)品結(jié)構(gòu)進(jìn)行分類，以利于客戶查閱購買。2、客戶信息：主要用于收集和管理銷售客戶的相關(guān)信息，便于對客 戶的推薦和跟進(jìn)，以促進(jìn)公司的銷售活動。3、 銷售訂單：實現(xiàn)公司和客戶之間銷售訂單的 網(wǎng)上提交及管理。4、 經(jīng)銷商信息：將公司銷售業(yè)務(wù)辦公室及主要經(jīng)銷商的電話、地址、傳真、業(yè)務(wù)人員姓名、負(fù)責(zé)領(lǐng)域或產(chǎn)品項目公布在網(wǎng)站上，以促進(jìn)銷售。
Three, online market research, and develop the network marketing. Through the website realize shorten introducing new products and new market open the cycle of the products of the company are aunt sales activities, satisfy customer demand to achieve market, and increase the purpose of profit. The company will own product information and distributor information published on the Internet, the customer can apply to join according to the circumstances of the company SEO site optimization, may also directly through the website to public order system under the company sales order; The company to receive the order after the confirm, and then to provide information. In UEO marketing type website construction is the main content of: 1, product information: will the company sales of material in the website introduced propaganda, according to the product classification structure, so as to help the customer buy access. 2, the customer information: mainly used to collect and manage the sales customer information, and is convenient for guest of jehu and follow the recommendation, to promote the company's sales activities. 3, sales order: to achieve the company and customers of sales order between submitted online and management. 4, distributor information: will the company's sales office and the main distributor's phone number and address, fax, business personnel responsible for the area's name, or product project posted on the web site, in order to promote sales.
四、 建立信息數(shù)據(jù)庫，實施電子商務(wù)。 建立公司完整的信息數(shù)據(jù)庫，一個對內(nèi)，一個對外。對內(nèi)，在公司內(nèi)大限度的達(dá)到對信息資源的利用和共享，進(jìn)行對信息的保存、搜索、查看、再利用等；對外，讓客戶盡可能多的了解公司性質(zhì)和業(yè)務(wù)特征，將信息進(jìn)行分類，便于客戶搜索和查看。另外，訪問者通過 網(wǎng)站了解公司的資料，如果有訂閱的意向，可以在線提交資料訂單，管理者可以根據(jù)條件查 看、檢索、管理訂單，并反饋到營銷部門，及時的與制訂訂單的客戶取得聯(lián)系，實現(xiàn)簡單的電子商務(wù)。
Four, set up information database, the implementation of the electronic commerce. Set up complete information database, a internally, a foreign. Internally, the maximum reach in the company of information in the use of resources and sharing, the information preservation, search, view, reuse, etc.; Foreign, let the customer as much understand the nature and business characteristics, the information classification, facilitate customer search and check. In addition, visitors through the web site to see company information, if have the intent of the subscription, can submit information online order, managers can according to the condition check see, the retrieval, the management order, and feedback to the Marketing Department, timely and make the order to contact the customer, and realize the simple electronic business.
五、直接實現(xiàn)網(wǎng)絡(luò)銷售 好的企業(yè)網(wǎng)站不但對企業(yè)的形象是一個良好的宣傳，同時可以輔助企業(yè)的銷售，甚至可以通過網(wǎng)絡(luò)直接幫助企業(yè)實現(xiàn)產(chǎn)品的銷售。
Five, direct sales network of good corporate website not only for the image of enterprise is a good propaganda, and can assist enterprise sales, or even through the network directly help enterprises to realize the sale of the product.
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