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Many friends have been mentioned more than once - in network marketing or e-commerce, an important role playing in an enterprise website. But from my personal position, there are many problems worthy of further discussions. Many commercial friends look at the problem from commercial, practical perspectives, of course, more practical than pure technical perspectives, and more suitable for companies. But these two views have their own one-sidedness, and they have lost. The result of the final result is - China's current website, or all designed stacking, content voids, architecture chaos, download difficulties, is not convenient for users; either no beauty, the content is good, but the corporate image is complete, Looking around - all the words of a variety of fonts and the pictures that have not been treated.
Because I have two experiences in technology and marketing, I have some my own ideas, I want to share with you, discuss it.
I: The purpose of the company building - online marketing
Propaganda corporate image, the trend is tend to see others, we must engage in e-commerce, etc. ~ `` `` `This kind of words listen more, I have doubt, is it? How is the company built a station for what public interest? Is the fundamental purpose not? Enterprises must make money, there must be economic benefits, all everything is working around money, the same website. If you can give you the benefits to your website, it is best to urgently build a station, first find a regular consultation company to ask, what can I bring to you, what kind of benefits can be produced. In the final analysis, there is no difference between other investments of the website root enterprises, there is a short-term or long-term business return.
Many people say - what is the render? It is an exit. I believe that Ali's friends who make money must not say this. Because it does make money! Oh, why some people can make money, some people can't? Some people make money, indicating that there is a chance, foreign trade or domestic trade; take it as a selection, naturally cannot explore its potential.
Since we can make money from it, it means that we have to take this new marketing tool seriously, and new marketing pathways. Friends we sell are sure to be particularly familiar with the sales plan? Every week, every month, how much sales we have to do ... huh, huh, the pressure is large. The company is also the same, but also a target, fit the actual, feasible goal, rather than simply putting the photos and the speech of the boss.
Simply put, the purpose of the company's website is nothing more than the following:
1 e-commerce
I am talking about e-commerce here, I only refer to "pure e-commerce" in the first two years. Part of the business owner also has such a view - our website must have an online store, you can sell things directly, build a B2B business platform ... anyway, it is necessary to lin on the scale and image of our company.
I thought here, I am saddened. In order to raise the public, many websites started to fry the concept. No matter whether China's national conditions, no matter whether it can solve the logistics, gold flow, whether it is established, anyway, it is true, just . Sen anyone who is stupid, who is stupid, who is silly who bought it. (I also stayed in China Enterprise Network, there are similar problems in many products in the inside, such as PPS, indeed a more pit.)
Pure e-commerce is in China.
2 customer relationship management
After Nasdaq collapsed, many network people slowly began to close to the software. The software industry is now relatively popular CRM - customer relationship management, and there are many websites that are also hit. In fact, this idea is correct.
If you have heard that 80/20 rules, that is, your 80% profit is provided by 20% of customers, and the importance of old customers is unbed. From this perspective, place the company's website positioning with customer service, customer management, not letting it directly create efficiency - it is also a good way. However, from China's national conditions, unless your customers are very special, there will be many people to go to your website, and more than 90% of customers are not online, what are you managed? It's better to open an 800 free call more practical. But from the perspective of development, the functions of customer management are essential. After all, it is related to some of your big customers to your service satisfaction. Providing customers with thoughtful, meticulous service is a very important part of the website.
3 network marketing
This is the last one I have listed, but this is just the last step I can see at present.
Network marketing coverage is relatively wide, including e-commerce and customer management. As far as it is, it is a strategy that is in line with China's national conditions. It is also a marketing means that many friends have already proved - the threshold is low, the cost is low, and it is quick.
For example, Ali, there is so many resources in this, this is what any marketing means cannot be achieved, and everyone will slowly begin to agree with this means, the degree of credit, and the enthusiasm is also slowly improved.
Now everyone should understand what I mean - online marketing, this is the road to website construction of most companies. Website construction must operate around network marketing, surrounding the target customer group of network marketing.
The target customer base for each company needs to be specific analysis. For example, a company producing instrument, the main export object is Germany -
1 Site style must not be too fancy, to be calm, concise, and style is more than Europe.
2 The selection of color must not be too jumped, mainly in darker neutral colors.
3 The language version is good, the home page is in English, then there is a version of German and Chinese.
4 Support for browsers is good, Germany has 20% of users using Netscape's browser, should have at least IE and Netscape adaptive processing.
5 Foreign displays are generally large, comprehensive consideration, resolution is 800X600, but there is a good performance at 1024 and 1152, 1280, which requires the designer's trushy.
6 Considering that the foreign network speed is faster, if the corporate website itself is not much, it can have a certain flash animation. Of course, it is necessary to move for animation, and consider the overall style.
7 The size of the web file is not too big, but it is too small to be inappropriate, in moderate, the home size is limited to 40K ~ 50K.
8 Function is mainly based on simple and practical, and it is necessary to see the product line and actual needs of the company.
This is an analysis under hypothetical conditions, but there is a certain representation. It can be seen from it - network marketing and website construction should be closely integrated, and the website's program cannot be simply managed by technology or designers, otherwise it can only touch the luck. In combination with network technology considerations and analysis of marketing objects, the overall goal of the website should be considering comprehensive and co-ordination.
Second: The integration of website and existing resources
Ok, the last step we have basically set up the website of the website's overall construction, now you need to consider the integration of existing resources and networks.
Many companies regard the construction of the website as a relatively isolated thing, lack enough support for the construction station, and it is often not known. Asked a friend two two days, he has built his own company's website, I said how is the website that recently? He said that he forgot it, usually don't look. You know, the merchants have seen your website, which is equivalent to seeing your office. Dust, no one receives, no one manages, can't work together.
A friend who is interested in doing online marketing must pay attention - the website is your online front desk, but also living room. The front desk, of course, there must be a small lady, and the living room must have a few nets, and there is a hot Coffee. It's all different, the network is not a virtual, if you believe in online marketing. Really, there is no difference in reality. In reality, you pay more attention to the image of the company and internal management, and the website should also be the same. The website also requires special person management, regular maintenance, so that customers will not see the 1998 news in January 2002, they will not send Email, they will not see the same home page for two or three consecutive years. Will go for the rest of the disappointment. Rome is not built a day, the website is not built in just a month, you can think of the construction process of the website, just like raising a pot of flowers, need to water. Some network service providers tell the company for short-term interests - we are very fast to build, give your design program is very powerful, do not need to be maintained, you have an online e-commerce platform, more provinces ! If you, everyone may listen to it? Oh, I have never believed everything, I am willing to believe in harvest, it is impossible to inexpensively. Be sure to prepare for a long time.
Ok, I have to fight for a long time, the relevant person in charge, sufficient piety and ammunition, the trust in long-term combat - essential. Many companies' websites are not responsible for the person, even if there is, it is possible to compare a secondary role (truthfulness), or by a similar institution such as office, from the whole, it is not enough. It does not pay attention to how to achieve the integration of network and existing resources? Oh, this is a one hand project.
Leaders must pay attention to it, truly give support, money is only one aspect, the most important thing is not money, is the concept - the concept of integration of marketing. Integrated marketing has been said for so many years, and there is not much in all directions. Just like land sea air, I have to fight together, unify the command, in order to play the biggest combat power. Now online marketing, for foreign trade companies, it should be very important, to be treated as a big military species; domestic trade enterprises, you can think of online marketing as a special forces, even if it is small, there must be enough attention. The degree makes him combat with other combat troops.
Three: Website Construction Skills for Network Marketing
This problem is comparable to technology, huh, huh.
1 About UI Design
Ui = User Interface, the user interface meaning. Many design companies put UI simple understanding as interface design, in fact, this website architecture is more important, let users spend the least amount of time to find what they need, but also take care of, highlighting the corporate image, this is UI design Fundamental goal. The most important business design is to pay attention to the user's usage habits and information.
2 About resolution
Many imperfect design will be interested in avoiding this problem. Because of the printed programs, the programs demonstrated are basically can't see this problem, but truly to foreign customers, they will often have problems.
Nowadays, more popular displays can generally reach 1280, but users often have their own preferences when they set up, usually 800x600, 1024x768 settings, and use 1152 and 1280, especially foreign customers, they often use To the liquid crystal display, the default resolution of the liquid crystal display at the time is 1024 or more. Therefore, it is necessary to take into account the situation under different resolutions when designing, and it can achieve good results.
3 About browser
In China, IE browser has become in fact standard, but other types of browsers in foreign markets have a relatively large market share, this has a problem, if other browsers, the dynamic characteristics of the website, Function will be greatly limited, because many new features support are made by Microsoft, and other browsers do not support. So from this perspective, the function is still practical, don't have too many effects, so as not to look in a mess in other browsers. Even if you need special effects, it is best to choose the pass standards supported by Flash, do not choose Java, because IE6.0 supports Java very poor. This problem actually involves the competition between Microsoft and other browser manufacturers, starting from our company's image and fundamental benefits, and use less efficient. 4 About search engines and keywords
After the website is built, the landing search engine helps customers find your website, which is a very important ring in network marketing. The mechanism of the search engine is different, but most of them support keywords. You need to find keywords related to your company, add it when making a website. But this also has a problem. If your website is pure Flash, then in general, the keyword is difficult to add. Therefore, it is necessary to avoid making a full Flash station, preferably a mixed design. There is also an effect, there is also a speed, but also add a lot of keywords.
5 Flash problem
Nowadays, more and more companies choose to use Flash to make company websites, like that beautiful effect. But some questions still need to be aware of: such as flash is not easy to maintain, if there is a need to update it is very inconvenient; Flash's operation depends on the client, the requirements are relatively high, if you are on your computer or on your computer or on your computer It is very fluent to see if everyone can see such an effect; if you need to insert a lot of text in Flash, it is best to use dynamic input text, which is small, and it looks clearer. Shape, remember! Remember!
6 website background technology
Website background generally divided into two major camps: Linux Apache PHP MySQL and NT IIS ASP SQLServer.
Unless you are very confident on your company's technical strength, or choose the latter type, so it is more convenient to development and post-maintenance. Technicians are also easier to find. But if your website features are very powerful, the number of users is numerous, and the latter may not be heart, then the previous solution can be considered.
7 About network security and data backup
Now there are more and more powerful companies to buy a server yourself, this is to pay special attention to network security issues. Because many companies have some experience of renting space, it is responsible for network security, now buying a server now, and many companies do not pay attention to its severity. If you have your own server, it is best to be a professional company or network management to be responsible for network security and data backup. Otherwise, once it comes to hacker or virus, it is stupid - the customer data that is hard to accumulate. The content of the website is lost.
Say these nonsense, I hope to communicate with you, and I hope everyone can build their own professional website.
