电子商务网站建设与营销方案

网络营销发展至今，越来越多的中小型企业都将电子商务视为企业营销新的增长点，投入大量的资金展开网络推广宣传。然而值得警醒的是，超过八成企业家、营销管理人员在拓展网络营销(SEO)过程中，过多的关注推广方式本身，却对自身产品信息的挖掘与品牌营造缺乏管理意识。
The network marketing development has been, more and more of the small and medium enterprise to electronic business as a new growth point of enterprise marketing, spend a lot of money on network promotion propaganda. Yet it is alert, with more than eighty percent of the entrepreneurs, marketing management personnel in expanding network marketing (SEO) process, too much focus on promotion way itself, but to their own product information mining and brand construction of a lack of management consciousness.

在这种营销思路的影响下，逢人便问“你有什么好的营销推广渠道”就成为一种尴尬的现状。
In this under the influence of marketing ideas, meet a person then asked, "do you have any good marketing promotion channel" is a kind of embarrassing situation.

事实上，任何企业根据自身产品/服务特性、企业资源优势等，在整合搜索引擎、第三方B2B平台、社交网络等方面都有独特的资源吸引力。资源吸引力往往能散发出比营销资金预算更大的市场价值，而它的发挥需要的恰恰是企业最擅长产品深度解析。
In fact, any enterprises according to their own product/service characteristics, such as enterprise resource advantage, in integrating B2B search engine, the third party platform, social networks are unique resource attraction. Resources attraction often can send out a marketing budget than larger market value, but it is just to play the most good at depth analysis enterprise products.

企业网站多数没有网络 定货功能甚至留言系统，便可以看出我们对企业网站价值的漠视。
The enterprise website majority does not have an order function, or leave a message system network, they can see that we value of enterprise web site equanimity.

那么该如何制作一个可以有效宣传企业及产品信息并可带来实际交易的企业网站呢？又该如何来进行宣传推广呢？尚品中国北京网站建设服务商帮您解决这个问题
So how to make a can effective propaganda enterprise and products information and will bring the real deal enterprise website? How to promotion? Shang pin Beijing China website construction service businessman gang you solve the problem

网站功能切忌华而不实
Site function was of avoid by all means

现在很多企业的网站做得非常大，且功能齐全，以为这样才能吸引人气，其实这样做不仅要花很多的钱在网站建设上，而且功能过多还会使浏览者眼花缭 乱，不知所措。请检视一下你的企业网站，是否有很多功能从没有被浏览者使用过呢？一定会有。所以，网站不求大，不求全，只求最实用的功能。尽量使页面整洁 简单，操作便捷，这样便增加了目标浏览者使用网站各种功能的可能性，否则杂乱烦琐的设置会使浏览者产生负面的浏览体验，很快就会因失去耐心而离去。
Now many enterprise web site is very great, and the function is all ready, thought that in order to attract popularity, in fact this is not just to spend a lot of money in the website construction, and the function is too much still can make the dazzling visitors sound disorderly, helpless. Please examine your enterprise web site, whether to have many functions by visitors from not used? Sure will be. So, the website not pursuing big, not perfection, but the most practical function. Make the page clean simple, convenient operation, thus increasing the target visitors use website the possibility of all sorts of function, or mixed and disorderly complicated Settings make them produce negative browsing experience, will soon lose patience and left.

高度互动
Highly interactive

网站必须具有高度的互动性，而非仅是一个网络版的宣传单，要让浏览者可以通过网站进行各种互动行为，包括直接联系企业客服中心、在线留言或咨询、在线订购物品、发表评论等，总之，要让网站（企业）和浏览者互动起来，通过网站把浏览者和企业连接起来。能互动的地方越多，这个网站的价值就越大。因 为只有和浏览者产生交流并可帮浏览者解决实际问题，比如可以回答他的提问或直接购买产品，对浏览者来说你的网站才是有生命的，有价值的。
The website must have a high degree of interactivity, not only is a network flyer, want to let viewers can through the web site for various interactive behavior, including direct contact enterprise service center, online message or consulting, online order goods, comment, etc, in short, to make a web site (enterprise) and your visitors interactive up, through the web site visitors and enterprise joined up. The more interaction can place, the greater the value of the site. For to be only the generation and communication and can help your visitors to solve practical problems, such as can answer his questions or directly to buy the products, to your visitors to your web site is the life, has the value.
视觉统一
Visual unity

网站的视觉方面要和企业的VI视觉识别系统相统一，如果企业没有VI视觉识别系统，那么也要和企业或商品有视觉化的联系，这样可以增强浏览者对企业及产品的视觉化一致性认识及加深印象。
The website vision and enterprise VI to visual identification system unifies, if the enterprise did not VI visual identity system, so will and enterprise or goods are the visual contact, it will enhance your visitors to enterprise and the product visualization consistency and deepen understanding impression.

设置体验元素
Set experience elements

现在是一个注重个性化体验的时代，能为消费者提供独特的与产品及企业相关的各种体验将对促进销售与提高亲和力有积极的帮助作用，网站也可以作为顾客进行体验的重要环节，要让企业网站成为浏览者的体验场地，巧妙地把线上与线下接触结合起来，让浏览者参与进来。比如很多电脑制造企业的网站制作了三维产品模型，浏览者可以通过鼠标点击查看产品的任意位置，甚至可以打开虚拟电脑的屏幕或光驱等。当体验者有 任何疑问，线上线下多条沟通管道可以在5秒内使浏览者与商品客服人员取得联系，如果确定购买，很快货物便会被送到府上，此时便可以在网站上查到自己电脑和 用户的相关信息并可以参加用户或会员的各种活动。
Is now a notice of personalized experiences era, consumers can provide unique and products and enterprise all kinds of relevant experience to promote and improve sales will have a positive role to help affinity, the website also can serve as an important link of the experience of the customers, and let the enterprise website a visitor experience venues, the ably online and offline contact combined, let your visitors involved. Like many computer manufacturing enterprise website made a 3 d product model, viewers can through the mouse to click the check product any position, can even open the virtual computer screen or cd-rom, etc. When the experience has any questions, online communication channel can be more than line in 5 seconds and commodity make visitor contact customer service personnel, if determine to buy, and soon the goods will be sent to the applicant, at this time will on the web site to check their computer users and the relevant information and may participate in the activities of user or member.

宜家家居的网站更推出了房间与家具之间自由搭配组合的体验功能，浏览者可以把喜欢的家具一样样“拽”进一间虚拟的房间中自由摆放，以达到购买前 便可以看到购买后的效果，此举极大地促销了其产品。像这样的线上线下互动与创新，会让浏览者充分体验到网站的真实性和实用性，以后自然会把这家网站作为购 买相关商品最便捷的途径。
Ikea site launched the room with furniture more freedom and tie-in combination between the experience function, viewers can like furniture again "fly" into a virtual room in free put, in order to achieve before purchasing were able to see the effect after the purchase, which greatly promotion its products. Such online offline interaction and innovation, will let your visitors to fully experience the authenticity of the site and practical, after the site as a natural the purchase goods related to buy the most convenient way.

制造销售氛围
Manufacturing sales atmosphere

在我国，在线购买商品还不够普及，浏览者很多时候想购买，但却又有很多顾虑，这时就要利用人性的从众心理来塑造购买气氛，以此来打消消费者的顾 虑。比如在订购商品页面显示大量其他购买者的购买信息，这会增加浏览者的购买信心，甚至没有购买打算的浏览者看到大家的举动也会参与到其中。就像超市的整 点打折促销一样，看到别人疯狂的抢购商品，自己本能的也会产生购买欲并加入其中，虽然自己根本没有购买计划。也可以用一些权威的推荐及证明来打消消费者的 顾虑，如专家推荐、相关机构推荐及认证等。
In China, online purchase goods are not widely available, many visitors when want to buy, but the but again have a lot of concern, would then use the human nature inclines to create atmosphere psychological purchase, tries to dispel the trust their consumers. For instance in order goods page shows a lot of other buyers purchase information, which will increase the visitor's confidence, not even buy going to see all of your viewers the move will also participating in them. The whole point of the supermarket like discounts and promotions, see others crazy snapping up goods, also can produce instincts of their own to buy and join them, even though they didn't purchase plan. Also can use some of the authority recommended and prove to dispel concerns of consumers, such as experts recommend, relevant institutions and recommended authentication and so on.

网站做好之后肯定就是要做推广了，如何让客户黏着你的网站，那就要看后期的优化与推广了。
Web site is to be sure do after the promotion, how to let the customer gelling your website, that is about to see later optimization and promotion.

设计关键字
Design key word

恰当的关键字会把使用搜索引擎的浏览者吸引到你的站上来，但对于企业网站来说，关键字的设置方法不应该和以网站为经营主体的站相同。企业网站关键字的使用原则是一定要抓浏览者关注的核心，即浏览者最关心的问题，而对应关键字，网站上必须要有相应的解决方案或对浏览者有价值的信息，只有这样吸引来的浏览者才可能转化为有价值的目标消费者。单纯靠关键字吸引来大量的浏览者对企业网站来说是没有太大意义的。
The key words will put right the use of the search engine to attract visitors you stand up, but for enterprise web site for, key words setting method should not and on the website for the business of the main body of the same station. The enterprise website to key words use principle is certain to catch your visitors the core of the attention, that is the biggest concern of the visitor, and corresponding key words, web site must have corresponding solutions to your visitors or valuable information, the only way to attract visitors might into valuable target consumers. Simply by keyword attracted a lot of visitors to the enterprise website for is not much larger significance.

培育高忠诚度浏览者
Foster high loyalty of your visitors

点击率被称作是网络价值衡量器，非常重要。但对于企业网站来说就并非这样，有高的流量固然重要，但可以产生商业价值的流量更重要，即吸引更多目标顾客群体，而后发展注册用户，当然，注册用户可以享受一些其在意的特权，以此网罗忠诚的浏览者，最终转化为消费，因为偶尔浏览到某个网站便马上消费的情况很少，有一个浏览者了解与信任的过程。
Click-through rate was called network value measure device, is very important. But for the enterprise website is not such, have high flow is important, but the flow of business value can produce more important, and that attract more target customer groups, and then developing registered users, of course, registered users can enjoy some of the care about privilege to snare loyal viewers, and eventually into consumption, because occasionally go to a web site immediately of consumption, few have a visitor understand and trust in the process.

进行有价值的链接交换
A value of the link exchange

主要和两类网站交换链接：1、目标浏览者（消费者）相同但不产生竞争关系的其它行业企业网站。2、流量很大的行业相关门户网站。其它没有太大价值的链接不要交换，那样只会使你的网站变得很杂乱，降低浏览者的浏览兴趣，分散注意力。
The main and two kind website link exchanges: 1, the target visitors (consumer) the same but do not produce competitive relations of the other industry enterprise web site. 2, the flow of a relevant industry portal. Other do not have too great value of the links don't exchange, and that will only make your website become very mixed and disorderly, reduce your visitors browsing interests, distractions.

搜索排名
Search rankings

如果你所在行业或企业适合进行网络营销与推广，那么可以购买百度、谷歌等搜索引擎的关键字排名或广告位，这会大大增加你们企业网站被目标浏览者找到的几率。但如果是一些网络发挥不了太大作用的行业或企业，如健身房、美容院、饭店等本地消费特征明显的企业就没必要在网站上花费太多金钱与精力。
If you own industry or enterprise for network marketing and promotion, then can buy baidu search engine Google, such as the key word ranking or advertising a, it will greatly increase your website visitors find goal by enterprise of chance. But if it is some network do too big effect of industry or enterprise, such as the gym, beauty salon, restaurants etc. Local consumer features obvious enterprise is not necessary in web site spend too much money and energy.

让浏览者有所收获
Let your visitors have gained

一个成功的网站必须要具备这个功能，虽然浏览者不一定会马上购买你们的产品，但通过你们网站有所收获的话也会增加其对企业及产品的好感度与再次光顾的可能。比如有目标顾客关注的各种新闻、常识、提醒等，只要目标浏览者（目标消费者）感兴趣并常光顾，迟早会进行消费，至少可以增加品牌的亲和力，和用户体验度（UEO）。
A successful website must have this function, although your visitors will not necessarily buy your products immediately, but through the web site you harvest will also increase the words of enterprise and the product likability and the possibility of patronage again. For example, there are all kinds of news of the target customer pay attention, common sense, remind and so on, as long as the target visitors (target consumers are interested and often patronage, will sooner or later for consumption, at least we can increase the affinity of brand, and the user experience degrees (UEO).

设置便捷按纽
Setup convenient button

设置一些只要浏览者点击一下就可以完成操作的便捷功能按纽，比如“收藏本站”、“设为首页”、“推荐给朋友”等。这些“举手之劳”便可完成的操作可以有效增加自己网站再次被浏览和被推介的机会。
Set some as long as your visitors click on it can complete the operation and convenient function button, such as "collection site", "set for home page", "to recommend to friends", etc. These "easy" and can finish operation can effectively increase their site was again by the chance to view and promotion.

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