Abstract: engaging in "large-scale enterprise network marketing study on the situation" in the investigation and found that large enterprises from the site plan as a whole, content, services and functions are shown various problems and issues into the following aspects However, because of the company's business strategy requirements, in July 1, 2004 published version of the summary of the contents did not elaborate on these issues, but also not-to-business Web site problems with the network marketing effect relationship between the Systematic analysis. This article will study the report on the basis of a detailed explanation of the survey found that large enterprises of the 10 sites, and site-to-business marketing network with the effect of the relationship between the in-depth thinking.
this article will be published in two parts: (1) of the 10 sites of large enterprises Detailed problem; (2) on the corporate Web site with the effects of network marketing thinking. This is the first part.
【online marketing of the new observation to reiterate the statement of copyright: to ignore some of the Web site's copyright notice is reproduced illegal work site, sites and individuals related to an immediate end to violations and to delete all infringing content so as to avoid unnecessary consequences . [Full text of the statement]
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First, the site of the 10 large enterprise issues Detailed
through 11 domestic industries 117 large consumer companies (80% of listed companies) Web site carried out by the system found that the existence of large-scale enterprise Web site of the ten common question is:
(1) the purpose of planning the overall corporate Web site is not clear, the lack of network marketing guide. Enterprises from the site planning and setting unreasonable conditions of columns can be seen on the site plan guiding ideology is not clear, the main problems: Set columns overlap, cross, or the name of the column meaning is not clear, easily lead to confusion, making the need for users to find it difficult Information, some sites are too numerous columns and in a disorderly manner, site navigation system also is a bit confusing.
(2) corporate Web site columns unreasonable planning, inadequate navigation systems. Set mainly in the section overlap, cross, or the name of the column meaning is not clear, easily lead to confusion, making difficult for users to find needed information, some sites are too numerous columns and in a disorderly manner, site navigation system also is a bit confusing.
(3) the amount of information small business website, important information is incomplete. Page, including a small amount of information both cases: One is the content of the page is too small, or have a web page can be released into the contents of a number of pages and the pages are not linked with each other, need to click several times in order to find effective Information, thus increasing the length of the channels of information dissemination, in the process may lose potential customers; on the other hand, although the total content of the page, but little useful information, the content of more general introduction. Web site information is incomplete means: business, contact, and detailed classification of products, product promotion, and other corporate Web site is the most basic information, but a large number of corporate sites such important information is incomplete, especially over-Products Simple, some not even publish any contact information.
(4) corporate Web site promoting awareness of the lack of clarity. Awareness through promotional Web site visitors to the display of products, sales support, there is a concrete manifestation of a variety of ways, such as the main page of the product pictures, page through the ads better reflect the new corporate image or product information, sales list Contact information, sales information, such as cybercafes, or have accumulated in-house marketing resources and expand the marketing network of external resources in this area lacks the overall situation. Survey results showed that only 37.6 percent of the enterprise has a web site on-line marketing functions.
(5) business Web site services, in particular the on-line customer service lacks. Through the Web site can provide customers with a variety of online services and information to help, such as answers to frequently asked questions (FAQ), e-mail consultation form online, real-time through instant messaging to answer customer consultation and so on. Design of a high level of answers to frequently asked questions, it should be able to meet more than 80% of customer concerns, so that not only provide customers with a convenient, but also improved the efficiency of customer service, saving the costs of the services. In practice, however, was to investigate the site of large enterprises, the most common customer service contact information: phone (68.4%), on-line consultation form (31.6%), FAQ (23.9%), Forum (11.1%), on-line The Advisory Email (7.7%). These figures show that the enterprise customer service information Web site, the overall situation is weak, particularly on-line services means not been given sufficient attention, the marketing network of online customer service function is far from played out.
(6) Web site on corporate sales and after-sales service support is not reasonable to play a role. While online sales are not currently a corporate network to carry out the marketing mainstream, but online marketing can be for sale under the net, as well as provide good after-sales service support through the Web site information, services to support, such as after-sales service detailed contact information , On the purchase and maintenance of product knowledge, product prices and sales network inquiries, and so on. Survey found that many companies do not have enough attention to this website, it is difficult to play its due role.
(7) business sites in the network marketing resources to the accumulation of the lack of basic support. Cooperation is a unique resource network marketing, in order to better promote the effectiveness of on-line, with suppliers, distributors, customers sites, as well as other content, or complementary functions related to the establishment of enterprise resources and cooperative relations, to realize resource sharing To the benefit-sharing. If there is no corporate Web site, it will also lose a lot of accumulation of network marketing resources, the lack of resources, cooperation on the question, but despite a number of sites have excellent resources, but it was not reasonable to use.
(8) corporate Web site to pursue art effects too, beautiful and functional, less than even normal affect the browser and applications. The most important corporate Web site is to provide users with valuable product information, customer service, as well as for the realization of online marketing and sales support only if the over -If too much emphasis on external visual effects, it may be counter-productive. Interface design is simple and less and less corporate Web site, but the other extreme to the development of the main site for the over-emphasis on the effect of fine arts, including: adoption of a large number of pictures, web page download speed of impact; and some websites have even the basic information with picture format , The impact of access to basic information; or text is too small, dim text color, use of dark background of the page, the normal visual impact, and so on.
(9) corporate Web site to optimize the design and content of the basic idea has not been reflected in the least. Web site optimization of the basic idea is that through the Web site functions, structure, layout, content, and other key elements of design, making the site functions and forms to achieve the best results, be a solid indication of Web site marketing functions, namely: the user can Easy to browse Web site, the use of Web services; for the search engines are able to crawl the Web site of basic information when users search through the search engine, can appear in an ideal location, allows users to find relevant information and interesting; For Web site operators of the website staff can easily manage to maintain, contribute to a variety of network marketing application. In other words, site optimization, including three levels of meaning: the user to optimize, the network environment (such as search engine) is optimized for the maintenance of the site optimization. Web site optimization reflected in the contents of all aspects of the construction site, so it can be said that professional business Web site and overall performance. In the survey of 117 large-scale enterprise Web site, all sites of professional evaluation for an average of 1.7 points (5-point scale), the highest level of the average household electrical appliance industry, to reach 3.1 points and other professional business Web site, the overall situation is not Ideal.
(10) small business Web site traffic, the site of the urgent need for effective promotional strategies. While most large enterprises for web-building concern, of the more than half of large enterprises in 1999 before the establishment of its own Web site, and in the years to adhere to the update site content, but have not been very effective, from the survey of large enterprises Web site traffic indicators, large-scale enterprise Web site traffic overall average is very low. Survey results show that the independence of the number of users per day over 1500 people account for only 6.8 percent; the number of users in the independent daily 500-1500 between sites accounted for 16.2 percent; independent daily in the number of users of the site between 100-500 Accounted for 23.9 percent; and another 9.4 percent of the business day site visit in the number of people between 50-100; day visit to the number of sites with less than 50 total as high as 50.4 percent, of which 33.3 percent of large enterprises to the small number of sites visited almost Negligible. We can see that traffic is still too small business Web site one of the important issues.
corporate Web site to see so many problems, it is not necessary to completely negate the value of corporate websites? Is not, of course, the problem is to solve the problem. Fully aware of the corporate Web site of the practical problems in order to formulate specific strategies, so as to allow the network marketing have a real effect. In addition, worthy of note is that although the above-mentioned issues through large-scale enterprises on the site investigation has concluded that as a result of universal significance, the Web site for a large number of small and medium enterprises have the same reference value. 】 【Adjourned
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