外貿(mào)營(yíng)銷(xiāo)型網(wǎng)站如何建設(shè)
Foreign trade marketing website construction
如今，中國(guó)WTO勢(shì)頭迅猛，很多人都加入了外貿(mào)行列，那么，外貿(mào)營(yíng)銷(xiāo)型網(wǎng)站建設(shè)能力受到大家的一致關(guān)注，下面vaneon為您剖析外貿(mào)網(wǎng)站建設(shè)9大技巧：
Nowadays, Chinese WTO rapidly, a lot of people have joined the ranks of foreign trade, foreign trade, marketing type website construction ability by the consistent attention, the following vaneon analysis of foreign trade website 9 Tips for you:
1、樹(shù)立企業(yè)形象，展示或提高企業(yè)的競(jìng)爭(zhēng)力
Establish a corporate image, display or improve the competitiveness of enterprises
Internet最初始層面的作用就是展示企業(yè)形象，就象利用各種傳統(tǒng)媒體發(fā)布的企業(yè)形象宣傳廣告，網(wǎng)絡(luò)推廣所不同的是費(fèi)用低廉、有效時(shí)間長(zhǎng)、速度快、更新便捷，仔細(xì)考慮您的競(jìng)爭(zhēng)優(yōu)勢(shì)在哪里，如企業(yè)是否獲得過(guò)什么獎(jiǎng)勵(lì)、產(chǎn)品的突出優(yōu)點(diǎn)、客戶(hù)服務(wù)的優(yōu)勢(shì)等等，認(rèn)真對(duì)待這項(xiàng)工作，多準(zhǔn)備一些相關(guān)的資料，并且要了解為什么訪(fǎng)問(wèn)者會(huì)到您的站點(diǎn)來(lái)而不是去您的競(jìng)爭(zhēng)者的站點(diǎn)，此時(shí)，應(yīng)該對(duì)競(jìng)爭(zhēng)者的站點(diǎn)進(jìn)行比較細(xì)致的分析，看看他們都提供了一些什么樣的內(nèi)容，針對(duì)的訪(fǎng)問(wèn)對(duì)象和我們有什么不同等等，通過(guò)這樣的分析，就能更加清楚自己的優(yōu)點(diǎn)和不足，從而做到揚(yáng)長(zhǎng)避短。實(shí)際上，對(duì)競(jìng)爭(zhēng)者站點(diǎn)的分析應(yīng)該貫穿整個(gè)企業(yè)站點(diǎn)的建設(shè)過(guò)程之中，通過(guò)全面的分析從而吸取他們的優(yōu)點(diǎn)，避免他們的短處。因此，僅考慮“我的品牌與競(jìng)爭(zhēng)者的差異”已不再足夠，還必須問(wèn)一問(wèn)自己：“我的網(wǎng)站與競(jìng)爭(zhēng)者有那些差異？”努力收集本企業(yè)的相關(guān)資料，將之投放到互聯(lián)網(wǎng)，于無(wú)形中塑造企業(yè)形象，提高企業(yè)知名度，一定能為您贏得更多的客戶(hù)和潛在客戶(hù)。
Internet's initial level function is to show the enterprise image, just like using a variety of traditional media release of corporate image advertising, promotion of network which is low cost, long effective time, fast speed, convenient update, carefully consider your competitive advantage in where, such as whether the enterprise get any rewards, product advantages, the customer service advantage and so on, treat the work seriously, some related data preparation, and to understand why visitors to your site to rather than your competitors site, at this time, the competitors site should be analysed carefully, have a look they have offered some kind of content, according to the access the object and what different and so on, through this analysis, we can become more aware of their advantages and disadvantages, so as to accomplish. In fact, competition analysis on the construction site should be throughout the whole process of the enterprise site, through comprehensive analysis and learn from their advantages, avoid their weaknesses. Therefore, only consider "my brand and competitor difference" is no longer enough, must also ask yourself: "my site and competitors are the difference?" Efforts to collect information related to the enterprise, will be put to the Internet, virtually in shaping the corporate image, enhance corporate visibility, can win more customers and potential customers for you.
2、增進(jìn)與客戶(hù)的溝通
Enhance the communication with customers
客戶(hù)對(duì)公司產(chǎn)品的意見(jiàn)，對(duì)公司的建議，您可以即時(shí)得到并迅速反應(yīng)，然后通過(guò)網(wǎng)站再反饋給客戶(hù)。這是公司與客戶(hù)交流的橋梁。準(zhǔn)備一些日常需要客戶(hù)填寫(xiě)信息的表格，將它變成電子表格并發(fā)布到網(wǎng)上，并通過(guò)一些列促銷(xiāo)活動(dòng)，收集大量客戶(hù)信息，組建自己的潛在客戶(hù)信息庫(kù)，并在網(wǎng)上或網(wǎng)下追蹤，一定會(huì)挖掘出許多新客戶(hù)。
Customer's opinions, recommendations for company, you can get real-time and rapid response, and then through the website and feedback to customer. This is the bridge of communication with customers. Prepare some daily needs of customer information form, turn it into a spreadsheet and posted on the Internet, and through a series of promotional activities, collecting a large number of customer information, customer information database establishment potential of their own, and tracking in online or offline, will dig out many new customers.
3、加強(qiáng)客戶(hù)服務(wù)
Strengthen customer service
客戶(hù)服務(wù)的重要性已經(jīng)為眾多企業(yè)認(rèn)識(shí)到，網(wǎng)絡(luò)推廣目前市場(chǎng)競(jìng)爭(zhēng)的激烈性導(dǎo)致產(chǎn)品的差異迅速縮小，既而售前、售后服務(wù)的個(gè)性化日益突出，各大企業(yè)都在著力加強(qiáng)這方面的宣傳力度，網(wǎng)站是一個(gè)交互性極強(qiáng)、反應(yīng)迅速的媒體，通過(guò)網(wǎng)站搜集消費(fèi)者的信息及反饋，有助于加強(qiáng)客戶(hù)服務(wù)的質(zhì)量，從而為企業(yè)贏得更多的客戶(hù)，創(chuàng)造更多的效益。如果您的企業(yè)側(cè)重服務(wù)，或許，您應(yīng)該根據(jù)自己企業(yè)的特點(diǎn)為自己的服務(wù)定義一種網(wǎng)絡(luò)營(yíng)銷(xiāo)風(fēng)格，并在網(wǎng)站建設(shè)中努力營(yíng)造這種風(fēng)格，而且，如果您確實(shí)能夠做到保障客戶(hù)的利益，好好整理一下這方面的資料，將各種措施展示出來(lái)，它會(huì)給顧客在互聯(lián)網(wǎng)這個(gè)虛擬的空間留下一個(gè)好印象。
Customer service has been the importance for many enterprises to realize, the fierce market competition lead to network promotion the product difference shrinks rapidly, and the pre-sale, after sale service personalization is increasingly outstanding, the enterprise to strengthen the propaganda, website is an extremely interactive, fast reaction media, through the website collect customer information and feedback, to strengthen the quality of customer service, to win more customers for the enterprise, create more benefits. If your enterprise focusing on service, perhaps, you should according to the characteristics of their companies for their service define a network marketing style, and in the construction site to create this kind of style, but, if you really can do to protect the interests of customers, to clean up the data, display the various measures, it will give the customer a good impression in the Internet this virtual space.
4、發(fā)布信息
Release information
組建企業(yè)營(yíng)銷(xiāo)網(wǎng)站，可以把企業(yè)信息和產(chǎn)品信息推到網(wǎng)上，以獲取更多的貿(mào)易機(jī)會(huì)和市場(chǎng)競(jìng)爭(zhēng)力，這是企業(yè)走近電子商務(wù)的第一步。您在籌集資料及以后的維護(hù)中要注意，這是一個(gè)增加企業(yè)營(yíng)銷(xiāo)渠道的方式。您可以利用Internet最省錢(qián)、最有效地向外界提供企業(yè)的相關(guān)信息，以服務(wù)顧客。通過(guò)Internet，及時(shí)提供企業(yè)的最新消息，如新產(chǎn)品開(kāi)發(fā)、股票價(jià)格、經(jīng)營(yíng)情形等。您還可以將Internet作為銷(xiāo)售輔助工具，隨時(shí)隨地給處于第一線(xiàn)的銷(xiāo)售人員提供各種即時(shí)性的企業(yè)信息，以支援銷(xiāo)售活動(dòng)并與銷(xiāo)售人員隨時(shí)保持溝通聯(lián)系，降低市場(chǎng)失誤，避免市場(chǎng)損失。
Form the enterprise marketing site, can put the enterprise information and product information to online, in order to obtain more trade opportunities and market competitiveness, which is the first step to electronic commerce enterprise. You should pay attention to raise material and later in the maintenance, this is a way to increase the enterprise marketing channel. You can use the Internet to save money, the most efficient provision of business information to the outside world, to serve the customer. Through the Internet, provide the latest news of the enterprise, such as new product development, the stock price, management etc.. You can also use Internet as a sales tool, whenever and wherever possible in the first line of the sales staff to provide all kinds of real-time enterprise information, to support the sales activities and sales people keep communication, reduce the market failure, to avoid loss of market.
另外，在收集企業(yè)信息時(shí)要確定您的目標(biāo)訪(fǎng)問(wèn)者，要清楚別人訪(fǎng)問(wèn)您的站點(diǎn)的理由，也就是要考慮這些目標(biāo)訪(fǎng)問(wèn)者的需求問(wèn)題，只有有針對(duì)性地提供網(wǎng)站信息內(nèi)容，才能更好地吸引訪(fǎng)問(wèn)者。如果訪(fǎng)問(wèn)者關(guān)心售后服務(wù)甚于產(chǎn)品價(jià)格時(shí)，網(wǎng)站上就應(yīng)該更多強(qiáng)調(diào)售后服務(wù)的內(nèi)容。
In addition, in the collection of enterprise information to determine your target visitors, to know others visit your site of reason, also is to consider these goals the visitor's needs, only to provide targeted website information content, can better attract visitors. If the visitors about customer service service than the product price, the site should be more emphasis on customer service service content.
5、提高工作提高效率
Improve work efficiency
互聯(lián)網(wǎng)大的優(yōu)勢(shì)就是可以一天24小時(shí)為您和您的客戶(hù)服務(wù)，網(wǎng)絡(luò)推廣我們?cè)诠ぷ鞴ぷ鬟^(guò)程中，經(jīng)常會(huì)遇到客戶(hù)提出的各種問(wèn)題，而其中，有很多是重復(fù)的，因此，您可以將客戶(hù)最常關(guān)心的問(wèn)題在網(wǎng)站上匯總，并給出答案，也就是我們常說(shuō)的ＦＡＱ，而不必再為重復(fù)答復(fù)這些問(wèn)題而苦惱，從而使您的工作更具效率。
The advantage of the Internet is the biggest 24 hours for you and your customer service one day, network promotion we work in the work process, often encounter various problems, proposed by the customer and among them, there are many repeat customers, therefore, you will most often concerned about summary on the web, and give the answer, is what we often say that the FAQ, rather than having to repeat to answer these questions and distress, so as to make your work more efficient.
6、刺激需求
Stimulate demand
什么是“刺激需求”？簡(jiǎn)單地說(shuō)就是面對(duì)社會(huì)財(cái)富極大豐富的當(dāng)今社會(huì)，存在著龐大的潛在需求，但顧客往往意識(shí)不到自己的需求是什么，而是在對(duì)各種商品信息的瀏覽過(guò)程中，潛在需求被以某種形式激發(fā)，再形成消費(fèi)。現(xiàn)代廣告及市場(chǎng)營(yíng)銷(xiāo)的一大課題也是如何激發(fā)、釋放這種潛在需求。在網(wǎng)站營(yíng)銷(xiāo)方面，我們一樣可以利用網(wǎng)絡(luò)的優(yōu)勢(shì)，其中的關(guān)鍵是在相關(guān)信息資源的資料方面多下功夫，給瀏覽者一個(gè)增進(jìn)各方面相關(guān)知識(shí)的空間，并合理地將產(chǎn)品信息結(jié)合在其它信息之中，從而巧妙地刺激瀏覽者的潛在需求。
What is the "demand"? Simple to say today's society is facing the social wealth, there is a huge potential demand, but customers are often unaware of what is your own needs, but in the process of various commodity information, the potential demand is excited in some form, then the formation of consumption. A major topic in the modern advertising and marketing is how to stimulate, release the potential demand. In web marketing, we can use the advantage of network, which is the key in the aspects of resource related information more efforts, to visit a enhance the knowledge space, and reasonably the product information is combined with other information, the potential demand and thus subtly stimulate visitors.
7、展示產(chǎn)品或技術(shù)優(yōu)勢(shì)
Display products or technical advantage
在目前競(jìng)爭(zhēng)激烈的市場(chǎng)中，除非一個(gè)大型公司具有技術(shù)壟斷或產(chǎn)品生產(chǎn)優(yōu)勢(shì)，一般的中、小型公司可能很難挖掘這方面的優(yōu)勢(shì)，不要緊，互聯(lián)網(wǎng)大的特點(diǎn)就是她的開(kāi)放性和跨地域性，開(kāi)放性決定了互聯(lián)網(wǎng)信息的共享，這一特點(diǎn)為中小企業(yè)贏得了與大企業(yè)相抗衡的可能性：通過(guò)互聯(lián)網(wǎng)的信息資源共享，中小企業(yè)可以獲得對(duì)現(xiàn)代企業(yè)至關(guān)重要而又以常規(guī)方式無(wú)力收集的市場(chǎng)信息；跨地域性使企業(yè)營(yíng)銷(xiāo)突破了傳統(tǒng)市場(chǎng)的地域限制，企業(yè)的發(fā)展方向和市場(chǎng)規(guī)模，因此，“互聯(lián)網(wǎng)使中小企業(yè)得以與大企業(yè)在同一起跑線(xiàn)上競(jìng)技”。
In the current competitive market, unless a Large Firm has advantage in production technology monopoly or products, in general, small companies may be difficult to tap this advantage, it does not matter, the characteristics of the Internet is the biggest her openness and cross regional, open decides the sharing of Internet information, the characteristics of to win the possibility to contend with the big business for small and medium enterprises: through the sharing of information resources of the Internet, small and medium-sized enterprises can be obtained for the modern enterprise critical and conventionally unable to collect market information; trans regional enterprise marketing broke the geographical restrictions of the traditional market, the development direction and the size of the market, enterprises therefore, "Internet the small and medium-sized enterprises to large enterprises in the same starting line competition".
8、為買(mǎi)家服務(wù)
Services for buyers
“先付出，再索取”，這是網(wǎng)絡(luò)行銷(xiāo)的一個(gè)很實(shí)用的方法，面對(duì)不計(jì)其數(shù)的企業(yè)網(wǎng)站，如果你不為消費(fèi)者提供任何利益，消費(fèi)者是不會(huì)想到你的。這就是為什么我在本文開(kāi)始強(qiáng)調(diào)“為顧客帶來(lái)什么利益”的原因，準(zhǔn)備一切有利于消費(fèi)者的資料，籌劃各種有利于消費(fèi)者的活動(dòng)，通過(guò)網(wǎng)站進(jìn)行宣傳，同時(shí)配合網(wǎng)下運(yùn)作，比如：可以在網(wǎng)站發(fā)布后配合網(wǎng)下舉行促銷(xiāo)活動(dòng)，總之，記住，多為你的客戶(hù)或消費(fèi)者提供好處。
"First pay, and then claim", this is a very practical method of network marketing, in the face of too many to count enterprise website, if you do not provide any benefits to consumers, consumers are not thinking of you. This is why I at the beginning of this emphasis on "what are the benefits for customers", prepare all in favor of consumer data, planning various consumer friendly activities, publicity through the website, at the same time with the network operation, such as: can be published on the website with the promotional activities, net anyway, remember, provide the benefits for your customers or consumers.
9、推銷(xiāo)新產(chǎn)品
Promoting new products
Internet是與顧客溝通的重要工具，同時(shí)也是推銷(xiāo)新產(chǎn)品的重要渠道。通過(guò)Internet可以從各方面介紹被推銷(xiāo)的新產(chǎn)品。測(cè)試新產(chǎn)品市場(chǎng)反應(yīng)，并得到即時(shí)的反饋。在商業(yè)活動(dòng)中一張照片可以勝過(guò)千言萬(wàn)語(yǔ)，可以通過(guò)提供企業(yè)照片、音及圖片檔案等多媒體信息來(lái)服務(wù)顧客。
Internet is an important tool of communication with customers, and it's an important way to promote the new product. Through the Internet can introduce new products to be sold in all respects. Test new products market reaction, and get immediate feedback. In business activity, a photograph can be better than thousands and thousands of words, can provide enterprises photos, sound and images and other multimedia information to customer service.