企業網站畢竟不同于專業的 ICP 或者門戶網站，不可能也沒有必要小而全，每個企業有 自己特定的產品/服務，網站的內容理應圍繞企業的核心業務設置。企業網站不應當只是一 個擺設，網站是最有用的營銷工具。當然，只有在網站可以滿足用戶需要信息的前提之下， 網站的營銷功能才能真正發揮作用。 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?
這個問題是網站規劃者首先要考慮的，首先必須分析可能的訪問者有哪些，然后有針對性地設計相關內容，這樣才能做到有的放矢。一般來說，一個企業網站主要的訪問者有幾類， 即：直接用戶、經銷商、設備和原材料供應商、競爭者等。前兩類訪問者是公司的現有用戶和潛在用戶，也是網站內容應該重點滿足的對象。至于供應商，除去那些具備 B TO B 功能的綜合性電子商務網站來說，大多數以信息發布為主的企業網站很少顧及到，因此，也不是一般企業網站的重點內容。至于競爭者，來訪的目的無非是了解你公司的新動向，或者成都網站設計水平如何，是否有值得借鑒的地方，對此，在發布有關內容時應該給予適當的“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.
既然公司的現有用戶和潛在用戶是網站的重點照顧對象，那么就要認真分析他們需要什么信息。以一個電視機生產企業為例，一個用戶/潛在用戶訪問某企業網站的目的大致有幾種：看看有什么新產品、對比不同規格產品的性能和價格、與其它品牌的同類產品進行對比 、 查詢本地銷售商和保修地址等等，如果可以進行網上訂購，用戶自然也希望了解與此相關的 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，這些內容應該作為網站的重點。
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，似乎應該是再明白不過的道理，但是，很多網站在內容設計上“跑題” 的現象卻時常發生。即使在電子商務已經比較發達的美國，企業網站設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，擴大業務宣傳。 包括公司總體介紹，如公司規模、公司結構、公司產品、公司文化、公司理念、經營宗旨、經營目標、價值觀、遠景規劃、公司曾經所獲得的榮譽、公司現在在研究的一些新產 品、公司未來的發展趨勢、公司的產品或服務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質服務等等。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，特別是公司產品圖片等等，使得公司更逼真，更具有說 服力地展現在客戶面前。盡可能讓客戶對公司了解的更全面，更細致。
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。通過公司的網站 ，可以建立統一的資料發送和接收系統，增強了安全性、穩定性、及時*，保證客戶的利益。提高了服務質量，并能以一種快捷、方便的方式提供公司及其產品 的信息和客戶所需的服務。運用先進的傳播擴展手段，增大公司的用戶數量。大大提高了商務通信速度，擴大了通道的功能。拉近了公司與客戶的距離，增強了與客戶的關系。公司可全天候 24 小時地服務我們的客戶 ，與我們的客戶保持售后聯系，傾聽客戶意見，回答客戶 經常提出的問題，并可以及時的收到客戶各種反饋信息，及早發現問題、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、 網上市場調查，開展網絡營銷。 通過網站實現縮短推出新產品和打開新市場的周期阿姨公司的產品銷售活動，大程度滿足客戶需求，以達到開拓市場、增加盈利的目的。公司將自己的產品信息及經銷商信息發布在網站上，各客戶根據情況可申請加入該公司的SEO網站優化，也可直接通過網站訂單系統向公 司下銷售訂單；公司收到訂單后對其進行確認，然后為客戶提供資料。開展UEO營銷型網站建設的內容 主要有：1、產品信息：將公司銷售的資料在網站進行宣傳介紹，并按照產品結構進行分類，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信息，便于對客 戶的推薦和跟進，以促進公司的銷售活動。3、 銷售訂單：實現公司和客戶之間銷售訂單的 網上提交及管理。4、 經銷商信息：將公司銷售業務辦公室及主要經銷商的電話、地址、傳真、業務人員姓名、負責領域或產品項目公布在網站上，以促進銷售。
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、 建立信息數據庫，實施電子商務。 建立公司完整的信息數據庫，一個對內，一個對外。對內，在公司內大限度的達到對信息資源的利用和共享，進行對信息的保存、搜索、查看、再利用等；對外，讓客戶盡可能多的了解公司性質和業務特征，將信息進行分類，便于客戶搜索和查看。另外，訪問者通過 網站了解公司的資料，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系，實現簡單的電子商務。
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、直接實現網絡銷售 好的企業網站不但對企業的形象是一個良好的宣傳，同時可以輔助企業的銷售，甚至可以通過網絡直接幫助企業實現產品的銷售。
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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