Q公司基于网络营销的网站优化改进策略研究
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摘要
企业网站是企业实施网络营销策略的重要工具,通过企业网站,企业可以建立网络营销活动的基础,从而可以全面地开展网络营销活动。
面对互联网络的蓬勃发展,房地产开发行业的许多公司开始创建自己的网站,Q房地产开发有限公司就是其中的一家,公司在网站的策划、设计和建设方面投入了大量的人力、物力和财力,但网站的点击率和访问量却很低,网络营销的效果甚微,与企业的期望值相差甚远。
本文的目的就是以网络营销的观点对Q公司的网站建设策略进行研究,对企业开展基于网站的网络营销工作提供策略建议,研究影响企业网站网络营销效果的主要因素和问题,力求使企业在网站建设方面的投入达到较好的网络营销效果。
本文首先介绍了网络营销及网站建设的相关理论,随后详细分析了Q公司开展网站建设的现状,揭示了该公司在网站建设工作中的主要问题,再通过分析找出产生这些问题的原因,并对解决这些问题的具体措施进行了探讨,期望从网站优化和实施有效的网站推广策略来增加用户了解网站的渠道,增加网站访问量,提高网络营销的效果。
本文对Q公司网站建设的研究是站在网络营销的角度,主要着眼于对网络营销的开展具有重要影响的问题,研究网站建设工作应当如何促进网络营销,如何更有利于发挥企业网站的网络营销功能。力求使企业在网站建设方面的投入达到较好的网络营销效果,并期望为我国中小型房地产开发企业网站建设实践提供借鉴。
Corporate website is an important tool in the implementation of E-marketing strategy. Through the corporate website, the enterprise can create the basis for E-marketing activities, so that we can carry out a comprehensive marketing activity. Faced with the rapid development of the Internet, many real estate companies began to create their own websites. Q Real Estate Development Co., Ltd is one of them. The company have put a lot of manpower, material and financial resources, but the website traffic and click-through rate is very low, the effect of E-marketing is little,falls far short of enterprises expectations.
The purpose of this paper is to study, in the view of E-marketing, the Website-construction strategy of the Q Company, to provide the strategy for their E-marketing work that is based on the website, and research the main factors and problems affecting the E-marketing effect of business website, to achieve better result for the investment in website-construction.
This paper first introduces the theory related to the E-marketing and Website- construction, followed by a detailed analysis of the web-site construction status of the Q company, reveals the main problems that is existed in work of web-construction, then identifies the causes of these problems and discusses specific measures to solve these problems to expect from the implementation of effective site optimization and site promotion strategy to increase the channel for Customers understanding of the site, increase site traffic, improve the effectiveness of E-marketing.
In this paper, the research on the website-construction of Q is on the E-marketing point of view. The main focus is on the problems which have important impact to the development of E-marketing, and to study how the work of Website-construction should promote E-marketing, and how to play a more conducive business site in the E-marketing function. The purpose of this paper is to make the investment in the website-construction to achieve better results. It is expected that the optimization method and process of the Q Company will provide practical significance to the similar website-construction of domestic small and medium-sized real estate enterprises.
面对互联网络的蓬勃发展,房地产开发行业的许多公司开始创建自己的网站,Q房地产开发有限公司就是其中的一家,公司在网站的策划、设计和建设方面投入了大量的人力、物力和财力,但网站的点击率和访问量却很低,网络营销的效果甚微,与企业的期望值相差甚远。
本文的目的就是以网络营销的观点对Q公司的网站建设策略进行研究,对企业开展基于网站的网络营销工作提供策略建议,研究影响企业网站网络营销效果的主要因素和问题,力求使企业在网站建设方面的投入达到较好的网络营销效果。
本文首先介绍了网络营销及网站建设的相关理论,随后详细分析了Q公司开展网站建设的现状,揭示了该公司在网站建设工作中的主要问题,再通过分析找出产生这些问题的原因,并对解决这些问题的具体措施进行了探讨,期望从网站优化和实施有效的网站推广策略来增加用户了解网站的渠道,增加网站访问量,提高网络营销的效果。
本文对Q公司网站建设的研究是站在网络营销的角度,主要着眼于对网络营销的开展具有重要影响的问题,研究网站建设工作应当如何促进网络营销,如何更有利于发挥企业网站的网络营销功能。力求使企业在网站建设方面的投入达到较好的网络营销效果,并期望为我国中小型房地产开发企业网站建设实践提供借鉴。
Corporate website is an important tool in the implementation of E-marketing strategy. Through the corporate website, the enterprise can create the basis for E-marketing activities, so that we can carry out a comprehensive marketing activity. Faced with the rapid development of the Internet, many real estate companies began to create their own websites. Q Real Estate Development Co., Ltd is one of them. The company have put a lot of manpower, material and financial resources, but the website traffic and click-through rate is very low, the effect of E-marketing is little,falls far short of enterprises expectations.
The purpose of this paper is to study, in the view of E-marketing, the Website-construction strategy of the Q Company, to provide the strategy for their E-marketing work that is based on the website, and research the main factors and problems affecting the E-marketing effect of business website, to achieve better result for the investment in website-construction.
This paper first introduces the theory related to the E-marketing and Website- construction, followed by a detailed analysis of the web-site construction status of the Q company, reveals the main problems that is existed in work of web-construction, then identifies the causes of these problems and discusses specific measures to solve these problems to expect from the implementation of effective site optimization and site promotion strategy to increase the channel for Customers understanding of the site, increase site traffic, improve the effectiveness of E-marketing.
In this paper, the research on the website-construction of Q is on the E-marketing point of view. The main focus is on the problems which have important impact to the development of E-marketing, and to study how the work of Website-construction should promote E-marketing, and how to play a more conducive business site in the E-marketing function. The purpose of this paper is to make the investment in the website-construction to achieve better results. It is expected that the optimization method and process of the Q Company will provide practical significance to the similar website-construction of domestic small and medium-sized real estate enterprises.
引文
[1]中国互联网络信息中心(CNNIC).中国互联网络发展状况统计报告.2010-7-15:1—27
[2]王慧炯,李善同.21世纪世界经济趋势及其对我国发展的启示.中国经济时报,2000-6:14
[3]陈奇梅.浅析合肥城建发展网络营销的规划与实践.当代建设.2003,3:15
[4]杨爱华,浅谈房地产网络营销.山东房地产,2002,5:43
[5]冯英健.网络营销基础与实践.北京:清华大学出版社,2007
[6]冯英健.Email营销.北京:机械工业出版社,2003,53
[7]江泽文、李桂蓉.新闻网站新闻失真批判.网络传播,2005,8,42-43
[8]徐华林.中国网站可信度现状及建设探究.西昌学院学报.自然科学版,2008,9:93-95
[9]姚公安,李琪.企业网站沟通性与消费与信任的关联路径.软科学.2008,22(7):119-120
[10] Robyn Greenspan.Search Engine Usage Ranks High http://www.internetnews.com/stats/article.php/1500821
[11]中国互联网络信息中心(CNNIC).中国互联网络发展状况统计报告.2011-1-19:33
[12]谢丽佳.房产中介看重网上营销.中国经济时报,2008-05-14
[13]荩垆.实用模糊数学.北京:科学技术文献出版社,1989,184
[14]荩垆.实用模糊数学.北京:科学技术文献出版社,1989,200
[15]关青.企业网站设计策略研究.内蒙古科技与经济.2009,20:26
[16]武昊然.基于Web3D虚拟现实技术的房地产门户网站建设.吉林工商学院学报,2009,9:73-75
[17]冯英健.网络营销基础与实践.北京:清华大学出版社,2003
[18]何艳东,付经华.企业网站网络营销中搜索引擎优化的研究.中国电力教育,2009,11:263-264
[19]刘正宏.Google新算法分析与基于用户的网站优化策略.内蒙古科技与经济.2009,12:64
[20] William Cate.Study Show Web Searches Getting More Complex http://www.dmnews.com/ study-shows-web-searches-getting-more-complex/article/83216/#
[21]杨岩.“非正规”内容管理系统给企业网站优化带来的弊端.科技成果纵横.2008,1:45
[22]徐征,程宴.浅谈网站系统的高效优化.计算机与数字工程.2008,36(10):206-207
[23]种法良、冯长春.中国大陆房地产网站的现状分析与发展方向研究.重庆建筑大学学报,2001,23,89-95
[24]中国互联网络信息中心(CNNIC).2009年中国搜索引擎用户行为研究报告.2009-9-21:31
[25]中国互联网络信息中心(CNNIC).2009年中国搜索引擎用户行为研究报告.2009-9-21:47-49
[26](美)赛达(Seda C.)著,谢婷,周至译.搜索引擎广告:网络营销的成功之路.北京:电子工业出版社,2005,185-193
[27]刘翠萍.网络营销工具及其利用与管理研究:[硕士学位论文],南京:河海大学,2006:11-13
[2]王慧炯,李善同.21世纪世界经济趋势及其对我国发展的启示.中国经济时报,2000-6:14
[3]陈奇梅.浅析合肥城建发展网络营销的规划与实践.当代建设.2003,3:15
[4]杨爱华,浅谈房地产网络营销.山东房地产,2002,5:43
[5]冯英健.网络营销基础与实践.北京:清华大学出版社,2007
[6]冯英健.Email营销.北京:机械工业出版社,2003,53
[7]江泽文、李桂蓉.新闻网站新闻失真批判.网络传播,2005,8,42-43
[8]徐华林.中国网站可信度现状及建设探究.西昌学院学报.自然科学版,2008,9:93-95
[9]姚公安,李琪.企业网站沟通性与消费与信任的关联路径.软科学.2008,22(7):119-120
[10] Robyn Greenspan.Search Engine Usage Ranks High http://www.internetnews.com/stats/article.php/1500821
[11]中国互联网络信息中心(CNNIC).中国互联网络发展状况统计报告.2011-1-19:33
[12]谢丽佳.房产中介看重网上营销.中国经济时报,2008-05-14
[13]荩垆.实用模糊数学.北京:科学技术文献出版社,1989,184
[14]荩垆.实用模糊数学.北京:科学技术文献出版社,1989,200
[15]关青.企业网站设计策略研究.内蒙古科技与经济.2009,20:26
[16]武昊然.基于Web3D虚拟现实技术的房地产门户网站建设.吉林工商学院学报,2009,9:73-75
[17]冯英健.网络营销基础与实践.北京:清华大学出版社,2003
[18]何艳东,付经华.企业网站网络营销中搜索引擎优化的研究.中国电力教育,2009,11:263-264
[19]刘正宏.Google新算法分析与基于用户的网站优化策略.内蒙古科技与经济.2009,12:64
[20] William Cate.Study Show Web Searches Getting More Complex http://www.dmnews.com/ study-shows-web-searches-getting-more-complex/article/83216/#
[21]杨岩.“非正规”内容管理系统给企业网站优化带来的弊端.科技成果纵横.2008,1:45
[22]徐征,程宴.浅谈网站系统的高效优化.计算机与数字工程.2008,36(10):206-207
[23]种法良、冯长春.中国大陆房地产网站的现状分析与发展方向研究.重庆建筑大学学报,2001,23,89-95
[24]中国互联网络信息中心(CNNIC).2009年中国搜索引擎用户行为研究报告.2009-9-21:31
[25]中国互联网络信息中心(CNNIC).2009年中国搜索引擎用户行为研究报告.2009-9-21:47-49
[26](美)赛达(Seda C.)著,谢婷,周至译.搜索引擎广告:网络营销的成功之路.北京:电子工业出版社,2005,185-193
[27]刘翠萍.网络营销工具及其利用与管理研究:[硕士学位论文],南京:河海大学,2006:11-13