北京市網站建設，做為公司信息化規劃中最重要內容之一，常常困惑著中小型企業主。常常有那樣的埋怨，花了幾千塊乃至幾萬元基本建設的企業官網，不可以非常好地與來訪者互動交流，實際效果受到非常大影響;公司發展，網址必須改建升級，升級成本費比想像中高于許多;安全系數不高，經常的被引入木馬病毒和遞交廢棄物信息內容這些。
Beijing website construction, as the enterprise information construction in one of the most important content, often with medium and small business owners. Often have such complaints, and spent thousands of yuan even of the construction of the enterprise web site of millions of dollars, can not very well with visitors interaction, busting; Enterprise development, the web site needs to upgrade, upgrade cost much higher than than imagination; Safety is not high, is frequently into the Trojan and submit garbage information, etc.
網址早已變成目前諸多公司必不可少的互聯網營銷服務平臺，互聯網技術運用經營規模正不斷發展。現階段在我國中小型企業總數已做到4200多萬戶，占全國企業總產量的 99.8%。而運用互聯網的發展業務流程的中小型企業只占數量的44.2%，而且有非常大一部分中小型企業網址存有各種各樣運用缺點。現階段，我國中小企業網址正踏入一種難堪處境：網址的作用已不可以融入網絡時代發展趨勢的必須，而一部分網址則存有作用產能過剩的難題。小編向一部分中小型企業掌握，在其中某五金機電生產加工局域網絡市場部王先生說，企業的經營規模并不大，建網站的目地非常簡單，便是向外公布一下全新的商品信息，并出示聯系電話，可是建網站時挑選了立即租用服務器，如今必須技術專業工作人員維護保養，花費支出非常大。那麼，對于相近之上一些中小型企業出現的難題，大家該怎樣具體指導其開展網站建設并獲得喜人實際效果呢：
At present many enterprises website has become a indispensable network marketing platform, the Internet application scale is growing. The number of small and medium-sized enterprises at present our country has reached more than 4200 households, accounting for 99.8% of the total enterprises in the whole country. And the use of Internet business development of small and medium-sized enterprises accounted for only 44.2% of the total, and much of the small and medium-sized enterprise website exists all kinds of application of drawbacks. At present, China's small and medium-sized enterprise web site is entering a kind of embarrassing position: the functionality of the site already can not adapt to the needs of the development of the Internet age, and there are some websites function of the excess problem. The author to small and medium enterprises understand, some hardware and processing company network Marketing Department Mr. Zhang said, the size of the company is not big, the purpose of the site is very simple, that is the latest to release a product information, and provide contact information, but multiple choice directly buy server, now need professional maintenance, expenses is very large. So, in view of the above some small and medium-sized enterprise similar to the problems, and how should we guide its web site construction and made gratifying effect? :
一、確立建設網站的總體目標和用戶需求
A clear, establish the goals of the web site and user needs
精準定位您的網址，最先要確立精準定位UEO
營銷推廣型網站建設的規定設計風格，一般來說，網址在規定設計風格上面有客觀規定和理性規定及綜合性三種，一切營銷推廣性的網址都遭遇那樣一個挑選：你應該將規定和溝通交流對策創建在一種由毋庸置疑的直接證據所適用的認為上呢，還是應當創建一種被消費者感覺舒適的感情規定呢?一般來說，客觀規定注重基礎理論及思維邏輯，以客觀事實為基本，以介紹性文本主導;理性規定則注重判斷力，以使用價值為基本，以品牌形象營造主導。
Positioning your web site, should make clear positioning UEO marketing type website construction requirements style, generally speaking, the website in requirements style rational requirement and perceptual requirements and comprehensive three, any marketing sex site are facing such a choice: you should will require and communication strategy based on a by the indubitable evidence to support the claim that the? Or should establish a were customers feel good emotional requirements? Generally speaking, rational requirement emphasize theory and logical, in fact as the foundation, the introductory words for the Lord; The perceptual requirements emphasize intuition and taking the value as the foundation, the image is given priority to.
注重客觀規定的網址以客觀事實為根據，以商品或技術性為關鍵，根據商品或技術性，突顯公司特性，開展活動營銷，發力點在商品或技術性的視覺效果撞擊力和誘惑力。這類種類的網址通常在對商品或技術性層面甘愿墨筆，以客觀規定建立其營銷推廣影響力，務求在消費者心里構建一種技術性領跑的氣氛，進而造成對公司的信賴感。顯而易見，這類網站在設計方案層面相對性規定不高，但一定要在技術性、
SEO網址優化、商品的宣傳策劃、展現及其運用和對具體的實際功效等層面下氣力3D渲染，并在設計風格上一定要保持一致，最好是與公司的CI品牌形象一致，以維持公司在顧客在網上、線下品牌形象的持續品牌形象，進而塑造推進的影響力。
Emphasis on rational requirement website is based on the fact and product or technology as the core, the product or tech
nology, outstanding enterprise characteristics of marketing activities, focus on product or technology visual impact and attractive. This type of website to the product or technology in often at ink in, with rational requirement establish its marketing position, and strive to build a kind of heart in the customer leading technology atmosphere, thus produce to the enterprise of credit. Obviously, this kind of site in the design of the relative demand is not high, but must be in technology, SEO website optimization, the product promotion, and display and application and to the actual effect, specific energy rendering, and in style must be consistent, best of CI and enterprise image consistent, to keep the enterprise in the consumer online, offline image of the continuous image so as to set up the consolidation of the position.
注重理性規定的網址多以塑造企業品牌形象主導，以服務項目為導向性。這兒的服務項目有兩層面含意，一是自身公司出示的便是服務項目，如服務業;二是公司的售前服務、售后維修服務。根據服務項目提高公司在顧客心里的影響力，進而推動營銷推廣，這一種類則一定要重視網址的設計風格設計方案和藝術創意，以理性規定主導，著意3D渲染或構建一種獨有的公司氣氛，著意反映一種網址或商品及服務項目的價值感，絕不允許以偏概全，更不可以僅僅將傳統式的服務項目搬到在網上來，我覺得現階段絕大部分網址就這樣，大家出示什么什么什么服務項目，熱烈歡迎與大家聯絡，這些，設想，互聯網技術僅僅一個虛似的自然環境，您沒有給訪問者構建一種可靠的氣氛，別人為何相信你的服務項目呢?實際中公司的信譽度在網絡上一樣合理。你很有可能找不到自身真實具備整體實力的地區，沒事兒，我們可以根據網站建設，轉過頭來思考一下自身的企業、公司，再次為公司營造一個新的品牌形象精準定位，并在之后的經營中下氣力提升基本建設，進而在領域中獨樹一幟，務求在消費者心里構建一種全新的品牌形象，并造成信賴感。請您細心考慮一下：互聯網技術上不計其數的同業競爭網址，消費者為何選購或應用你的商品或服務項目，而沒有挑選競爭對手的商品或服務項目?市場經濟體制是競爭的。你務必為大家挑選你的知名品牌而不是別人的知名品牌造就原因。因而，一方面，要提升獨特氣氛的構建，在理性規定上狠下功夫，清除公司與消費者在空間和時間上的間距，創建顧客忠誠度，提升顧客價值，根據擴展、創建、維持并加強客戶關系管理使本身效益最大化 ;另一方面，好好地設計方案你的網址，與眾不同的設計方案可以構建一種與眾不同的公司文化──互聯網公司文化藝術，或許這與傳統營銷渠道設計風格不符合，沒事兒，不必太過 于依靠傳統營銷渠道!
Emphasizes the requirement to web site more perceptual setting up the enterprise image is mainly based on service oriented. The service here there are two meanings, one is itself to provide the service enterprise, such as service industry; 2 it is enterprise pre-sale and after-sale service. Through promoting enterprise customer service in the position of the heart, so as to promote the marketing, this type must be pay attention to the website's style design and creative, with perceptual request primarily, attempts to render or build a kind of special enterprise atmosphere, attempts to reflect a kind of website or product and service value feeling, never a dull or tile, not just more traditional service will move to the net to, I look at present the vast majority of sites is like this, we provide what what service, welcome to contact with us, and so on, just imagine, the Internet is just a virtual environment, you did not give your visitors to build a kind of credible atmosphere, the somebody else with what believe that your service? In the reality of the enterprise prestige as effective in online. You may not find out their real strength of the place, never mind, we can through the website construction, and turned to look at his own company, enterprise, again for enterprise to shape a new image positioning, and in the lower strength after operation to strengthen the construction, which in its industry, in an attempt to build a new customers in the heart of the image, and trust from. Please carefully consider: the Internet hundreds of industry web site, why the customer purchase or use your product or service, and have no choice competitors products or services? Market economy is competitive. You must choose your brand for people and not others brand creation reason. Therefore, on the one hand, to strengthen special atmosphere build, in perceptual requirements fluctuation kongfu, eliminate enterprise and customers in time and space distance, building customer loyalty, increase customer value, through the development, establish and maintain and strengthen the customer relationship make their own benefit maximization; On the other hand, a good design your site, unique design can build a kind of unique enterprise culture ─ ─ Internet enterprise culture, maybe this and the traditional marketing style not, it doesn't matter, not too dependent on traditional marketing in!
綜合性種類也較為普遍，便是將上邊而二者融合起來，由于針對同一種商品，不一樣的人很有可能基 于不一樣的決策──有時候商品自身的特點能夠
決策你是客觀的還是理性的。因而，在網址的營造氛圍上就需要留意辨別：假如某一方面不可以充分證明商品或服務項目的特點，就需要將二者融合起來，在不一樣的一部分各自開展理性和感性的規定，進而觸動不一樣種類的消費者，既以很多的客觀事實突顯公司的技術性優點，又構建一種理性的氣氛，注重商品或服務項目給人產生的使用價值，根據二者的融合，相互構建公司與眾不同的氣氛。
Comprehensive type also more common, is will above and combined them, because for the same kind of products, different people can base in different decision ─ ─ sometimes the product itself characteristics can be decided to you is rational or sensitive. Therefore, in the website of the atmosphere is attention to distinguish: if a hand cannot fully explain the characteristics of the product or service, will both up and in different parts of the reason and perceptual respectively the requirements, so as to appeal to different types of customers, both to large amount of outstanding enterprise technical advantage, and to build a kind of perceptual atmosphere, emphasize the product or service to bring value, through the combination of two, and work together to build enterprise unique atmosphere.
一般來說，以理性主導的網址多見生產制造種類的公司，而理性規定主導的網址多見服務項目的公司，自然這類分類方法并并不是肯定的，有時候，做為加工制造業的公司，其網址可能是服務化的，也是有可能是綜合性的，也是有很有可能一個網站在不一樣階段挑選不一樣種類的網址，在規定設計風格上也就不一樣。但無論是啥種類，還是這句話，一切為營銷服務，那樣，網址才可以充分發揮其真實的使用價值。
Generally speaking, to give priority to web site for more perceptual production types of enterprise, and perceptual request primarily website for more service type of enterprise, of course, this kind of classification is not absolute, sometimes, as a productive enterprise, the site may be of service, also be comprehensive, may also have a web site at different times choose different types of sites in requirements on the style is different also. But no matter what kind, or that sentence, all for marketing services, that way, you can play its real value.
確立網址的規定設計風格將立即危害著后邊數據信息提前準備的著重點，將網址精準定位成一種種類，那麼，在網址數據信息的籌劃中就需要在某層面下氣力，怎樣對網站建設的數據信息開展提前準備：
Clear the requirements of the web site will directly influence the style at back to the emphasis of the data, the website localization into one type of, so, in web site preparation of the data will be in some way in energy, how to the website of the data to prepare:
二、必需的建網站材料
Second, the necessary arrangement material
大家早已了解了網址的規定設計風格，接下去您要掌握的是建設網站所務必的數據信息：創建一個切實可行的營銷推廣性的網址絕不允許虎頭蛇尾，草率行事，隨意提前準備點材料，找一些代表性的照片，一攬子塞給技術專業企業，活才不長期網址就OK了，它是肯定的不正確!或許您獲知同行業公司已競相建網站，并獲得了一定的成效;或許您是被網絡科技公司銷售員再三的勸誡，才提前準備項目投資建設網站，友情提示留意，務必在一開始就確立：您可以運用網址干什么?根據網址，您可以為來訪者或消費者出示哪些，也就是說給顧客產生了哪些權益?隨后在問一問自身可以從這當中獲得什么權益?
We already know the requirements of the website style, then you want to understand is a web site must the data: establish an effective marketing sex site must not so so, hasty, literally to prepare some material, find some symbolic of the picture, the package slipped professional company, and have a long time not web site is OK, this is absolutely wrong! Perhaps you know peer enterprises have been set up, and have achieved some effective; Perhaps you are network company salesman repeated advice, to a web site for investment, remind you attention, must, at the outset, clear: you can use web site do??????? Through the website, you can for your visitors or customers with what, or what has brought to consumer interests? Then ask yourself can get what interests?
這兒，友情提示留意的一點是，文本數據信息最好是找專職人員承擔梳理，最好了解網絡營銷并有一定文本組織協調能力的人，她們可以立在公司、銷售市場和顧客的多方位考慮到文本的機構方法。我工作感受是公司在給出的數據時經常是基 于公司宣傳冊、宣傳彩頁、各種各樣匯報、技術文檔，想對你說的是，這種數據信息通常專業性過強或一味地立在公司視角：是我多么的悠久的歷史、技術性優秀、光榮稱號，但欠缺立在顧客視角考慮到難題。自然，這種全是非常好的材料，但建議最好是找專職人員梳理一下。
Here, remind you noted that, text data had better look for person for sorting, had better be familiar with marketing and have certain ability of organization of the text, they can stand in the enterprise, the market and consumers consider the organization way from text. My work experience is the enterprise in providing data base in enterprise is often brochure, color pages, all kinds of report and technical data, I want to say is, these data technical too strong or standing in blindly enterprise Angle: how much I a long history, advanced technology, honorary titles, but th
e lack of standing in customer point of view. Of course, these are very good material, but suggest you had better look for the specialist tidy.
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