Problems in Website Construction of Small and Medium-sized Enterprises and Promotion Strategies

Problems in Website Construction of Small and Medium-sized Enterprises and Promotion Strategies

In recent years, many small and medium-sized enterprises have established their own websites. However, due to the constraints of professional level and other factors, there are problems such as focusing on form, lacking strategic guidance and ignoring promotion. The following are the questions and promotion strategies about the website construction of small and medium-sized enterprises that I searched for you. Welcome to read, I hope it will help you! For more information, please continue to pay attention to our fresh graduates training network!

In recent years, online marketing has been widely used. However, due to the limitation of professional level and other factors, the websites built by small and medium-sized enterprises failed to bring obvious benefits to enterprises, thus affecting the enthusiasm of more enterprises to build websites. According to the survey of the new competitive network marketing management consultant, more than 75% of enterprise websites have very prominent problems in professionalism. The author also found some problems in the website construction of small and medium-sized enterprises when investigating the e-commerce and informatization construction of enterprises in Hebei Province. In order to find out the cause of the problem, this paper puts forward the strategy of website construction and promotion for small and medium-sized enterprises.

First, the problems in the construction of SME websites

(1) The overall planning purpose of the corporate website is unclear and lacks the guidance of online marketing ideas. Mainly manifested in: overlapping and crossing column settings, or unclear column names, which is easy to cause confusion and it is difficult for users to find the information they need. Some websites have too many columns, and the website navigation system is chaotic. The amount of information on the website is small and the important information is incomplete. There are two situations when there is little information on a web page: one is that there is too little content on a web page, or the content that could have been published on a web page is divided into multiple pages, and there is no link between pages, so it takes many clicks to find effective information, which increases the length of information dissemination channels and may lose potential users in the process; On the other hand, although there is a lot of web content, there is little useful information and a lot of general introduction. A lot of important information about the enterprise on the enterprise website is incomplete, especially the product introduction is too simple, and some even don't publish any contact information.

(2) The supporting role of corporate websites in sales and after-sales service has not been well played, and there is a lack of basic support in the accumulation of online marketing resources. Although online sales are not the mainstream of enterprise online marketing at present, online marketing can provide good support for offline sales and after-sales service, which needs the support of information and services on the website, such as detailed after-sales service contact information, knowledge about product purchase and maintenance, product price and sales network query. The survey found that many corporate websites did not pay enough attention to this and it was difficult to play its due role. In addition, there are also problems in resource cooperation between many related enterprise websites, thus losing many opportunities to accumulate network marketing resources.

(3) The awareness of corporate website promotion is not clear enough, and online customer service is relatively lacking. Promoting awareness refers to showing products to visitors and supporting sales through websites. For example, the product pictures and introductions on the main page can better reflect the corporate image or new product information through page advertisements, and list the contact information of sales organizations and the information of online stores. And the overall situation in this regard is relatively lacking. Only a few corporate websites have certain online promotion functions. In addition, there is a lack of online services and help information, such as frequently asked questions (FAQs), e-mail consultation, online forms and answering customers' queries in real time through instant messaging. Online service means have not been paid enough attention, and the online customer service function of online marketing is far from being brought into play.

(4) Corporate websites are too artistic, more beautiful than practical, and even affect normal browsing and application. The most important thing of an enterprise website is to provide users with valuable product information and customer service, and to provide support for the realization of functions such as promotion and online sales. If you pay too much attention to external visual effects, it may be counterproductive. At present, there are fewer and fewer enterprise websites with rough interface design, but they are developing to the other extreme, which is mainly manifested in the fact that websites pay too much attention to artistic effects, including: a large number of pictures are used, which affects the download speed of web pages; Some websites even use picture format for basic information content, which affects the acquisition of basic information; Or the text is too small, the text color is dim, and the use of a dark page background affects normal vision.

(5) The basic ideas and contents of the optimized design of enterprise websites have not been reflected at least, and the number of visits to enterprise websites is small, so effective website promotion strategies are urgently needed. Although most enterprises pay more attention to website construction, the marketing effect is not ideal. Judging from the website visit index of the surveyed enterprises, the overall average visit level is very low. It can be seen that the small number of visits is still one of the important problems of enterprise websites. One of the main reasons for this situation is that the website construction of most enterprises depends on the professional level of network marketing service providers, and the level of each network marketing service provider varies greatly. Some service providers have a low professional level, and the websites built for enterprises cannot reflect the effect of online marketing. This situation is very unfavorable to the further development of website construction service market and the promotion of enterprise network marketing level.

The final result of the above-mentioned website construction problems is a waste of a lot of manpower, material resources and financial resources, which can not produce returns. Many websites even present? Dead website? The pathological characteristics of. From the perspective of investment structure, do SMEs exist? Re-construction, light maintenance and renewal? 、? Pay more attention to hardware than software? 、? Value technology over management? Equal tendencies and misunderstandings. According to relevant survey data, China's SMEs' investment in hardware accounts for 5 1% of the total investment, while the investment in maintenance and software adds up to only 35%, which is in great contrast with the foreign developed countries' 14% in hardware and 63% in software and maintenance.

Second, the effective strategy of SME website construction and promotion

The implementation of network marketing of small and medium-sized enterprises needs the government, enterprises and society to build a sound policy, technology and management support platform. As far as its external environment is concerned, it needs the active support of the government and society, and it is moderately inclined to SMEs in terms of funds, measures and policies. As far as enterprises themselves are concerned, we should focus on the following tasks, improve the core competitiveness of informatization of small and medium-sized enterprises, and promote the development of enterprises.

(1) Website construction and promotion should be incorporated into the overall marketing strategy of the enterprise, and long-term planning and deployment should be made to coordinate with relevant marketing and management activities.

Conditional enterprises can set up specialized agencies to be responsible for all kinds of related affairs of website construction and promotion; Some small and medium-sized enterprises with fewer personnel should also set up website construction and promotion teams or appoint commissioners to handle related matters. Only by setting up a website construction and promotion department or appointing full-time staff can the website construction and promotion be regarded as the daily work of the enterprise, thus achieving results. We should also have a correct understanding of the function of the website. The website is not everything. Website is an important marketing tool for modern enterprises, but at present, website marketing can not completely replace the existing marketing forms of enterprises. Website construction and promotion must also be combined with the overall marketing strategic planning of enterprises and cooperate with various marketing forms. Of course, it is also possible to combine specialized teams with outsourcing projects. The enterprise's own special team or personnel are responsible for internal coordination and external contact, encourage enterprises to outsource specific work such as website construction to network marketing planning consulting companies with network technology and marketing skills, experience and qualifications, and select good network service providers to obtain reliable support from network layer and application layer and multi-level services of network marketing. Including information release, business opportunity search, business communication, online customer management, online market information management and analysis technology and consulting services.

(2) The construction and promotion of enterprise websites should be tailored for enterprises, and the network marketing function should be gradually realized.

Small and medium-sized enterprises should implement network marketing step by step according to the characteristics of their own products or services, production and operation scale, financial strength and talent technical strength. We can run an enterprise website from a home page, from promoting products to establishing customer relationships, from sending emails to establishing product supply and marketing chains, and adopt flexible and diverse ways to give full play to the functions of the website. In addition, the effect on the website can neither be eager for quick success or high expectations, nor can it be pessimistic, which is regarded as chicken ribs. We should constantly sum up practical experience. Sometimes, some careless actions may lead to a deal, but a well-designed plan may have no result. There are many laws in website construction and promotion that need to be carefully studied by enterprises. When enterprises discover and master these laws, they may not be far from success.

(3) Enterprises should conduct market research, determine online marketing objectives, and accurately implement website positioning.

Like traditional marketing, website construction and promotion should also conduct market research and determine the corresponding marketing objectives. At present, when online marketing is just developing, the goal should not be set too high, and the focus should be on how to make customers accept this novel marketing method. The positioning of website construction should consider whether the product or service is suitable for network marketing. Generally speaking, standardized, digital and easily recognizable products or services are suitable for online marketing. In addition, we should also consider the rate of customers using the Internet in the target market. If the customers in the target market basically do not use the Internet, it is obviously not worth marketing on the Internet. It is necessary to formulate enterprise network marketing strategy according to the characteristics of small and medium-sized enterprises. Systematically plan the basic function and operation mode of its network scale, and pursue the unique and distinctive personalized characteristics of this enterprise.

(4) Enterprises should regularly evaluate the effect of online marketing.

Today's online marketing should provide direct, timely and effective interaction for the two-way economic, information and emotional communication between enterprises and consumers, and the website of enterprises should reflect this feature well. Therefore, enterprises should regularly analyze their achievements and shortcomings, improve the online marketing platform and network marketing plan, formulate a new round of online marketing strategy, and finally provide users with timely and personalized services.

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