隨著互聯網的發展普及，我國廣大中小企業步入網絡營銷時代的步伐正在加快。營銷型網站建設是對網站的發展，整合了各種網絡營銷理念和網站運營管理方法，不僅注重網站建設的專業性，更加注重網站運營管理的整個過程，是企業網站建設與運營維護一體化的全程網絡營銷模式。中小企業擁有獨立企業網站或電子商務平臺中的網店的比例達到了43%，整體上看，中小企業網站的運營水平偏低。絕大部分中小企業網站更新頻率超過一個月，僅僅是一個形象工程而已，并沒有很好的促進企業網絡營銷效益。筆者根據自己的工作經驗，總結了以下幾點關于營銷型企業網站建設注意事項和基本原則，和大家分享。
With the development of the Internet popularization, small and medium-sized enterprises in our country into the network marketing is accelerating the pace of the times. Marketing type website construction is the development of website, integrate various network marketing concept and site operation management method, not only pay attention to professional website construction, pay more attention to the whole process of site operation management, is the enterprise website construction and operation maintenance of the whole network marketing mode of integration. Small and medium-sized enterprises with independent corporate Web site or e-commerce platform of the shop was 43%, on the whole, the small and medium-sized enterprise web site operation level is low. Most of the small and medium-sized enterprise web site update frequency more than a month, is only a image project only, and not a very good promote enterprise network marketing benefits. According to the author's own work experience, summarizes the following about marketing type enterprise website construction attention and basic principle, and to share with you.

一、用戶體驗最重要
The most important user experience

網站的訪問者是用戶，不少初級營銷機構制作的網站不堪入目，僅僅是為了展示給搜索引擎，這種網站根本不是真正意義上的營銷型企業網站！在傳統行業中，稍有經驗的人都明白，商品外包裝對銷量的重要性。同理，對于網絡營銷來說，企業網站的美觀、易用等方面，都會對用戶產生很大的影響。千萬不可因為各種原因而傷害用戶體驗，包括搜索引擎最終追求的也是用戶體驗。企業營銷型網站建設應該追求搜索優化和用戶體驗的最佳結合點！現在互聯網行業最火的職位是產品經理，也是因為用戶體驗的重要性。
Visitors to the site is the user, many primary marketing agencies make website is not fit to be seen, just to show the search engine, this website is not the true sense of the marketing type enterprise website! In traditional industries, a bit of experience understand, the importance of the outer packing goods on sales. Similarly, for the network marketing, enterprise website appearance, easy to use and so on, can produce very big effect to the user. Do not because of various reasons and harm the user experience, including search engine ultimately seek is the user experience. The enterprise marketing type website construction should be the best combination of search optimization and the user experience! Now the Internet industry's most fire position is the product manager, but also because of the importance of user experience.

二、網站結構和產品展示
The website structure and product exhibition

良好的網站結構，不但方便搜索引擎，更是為了方便用戶，營銷型網站一定要合理使用面包屑導航設計，不要讓客戶在你的網站里迷路，時刻告訴用戶所在位置和返回其他頻道的方法。營銷型企業網站建設的最大目的在于促進企業產品銷售，所以企業產品展示成了不可忽略的重要項目。建議中小企業自行拍攝產品相關畫冊圖片，要具有真實性，否則會弄巧成拙，得不償失，切忌！自行拍攝一是能保證圖片質量，二是避免版權糾紛。不少時候，千言萬語不如一張圖有說服力，圖片比文字更增加信任度。另外可以在產品介紹中插入適當的視頻內容，多媒體互動展示效果最容易打動客戶。
Good website structure, not only convenient search engine, but also for convenience of customers, marketing type site must reasonable use bread crumbs navigation design, don't let customers lost in on your website, always tell the user location and returns the other channel. The maximum objective marketing type enterprise website construction is to promote the enterprise product sales, so enterprise products show became the important projects should not be neglected. Advice to small and medium-sized enterprises in product photography related picture album, to be real, otherwise they will be self defeating, avoid the loss outweighs the gain.! To take a picture quality is guaranteed, the two is to avoid the copyright disputes. A lot of times, thousands and thousands of words as a picture compelling, pictures than text more increase trust. In addition to insert the appropriate video content in the product introduction, interactive multimedia display effect is most likely to impress clients.

三、合理發布更新資訊　　
Reasonable updates released

有相當一部分的企業網站都會有企業新聞這個欄目，合理的運用企業信息能夠增加企業信任度，而不合理運用會取到相反的效果。企業新聞的內容要經常更新，文章內容報道企業的一些動態，里面最好配備圖片，圖文并茂更為您企業網站增添活力，不要一看企業新聞竟是幾年前的信息了。不少企業網站建設好以后就不管不問，自然對業務起不到任何作用。對于長期不更新的企業新聞不要采用新聞中添加日期的功能，自己不更新也罷不要讓別人一眼看出來。企業網站最好有專業人員維護，才能發揮價值。
There is a considerable part of the enterprise website will have the enterprise news this column, the reasonable use of enterprise information can increase the enterprise credibility, and unreasonable use will take to the opposite effect. The enterprise news content to be updated frequently, some of the content of the report of dynamic enterprise, inside the best equipped with pictures, with pictures of your enterprise more site add vigor, don't see enterprise news was a few years ago. Many enterprise website construction well then ask no matter, natural no effect on business. For a long time not update news the news date added don't function, they do not update or don't let the other people see. The enterprise website the best professional maintenance, can play value.

四、加強用戶溝通環節
Strengthen the user communication links

流量變訂單，高效溝通是關鍵。與客戶溝通不暢是網絡營銷轉化率偏低的重要原因，沒有之一。筆者調查發現，目前中小企業開展網絡營銷，客戶溝通環節是最為薄弱的一項，嚴重制約了營銷效果，成為流量轉化率的瓶頸。建議企業網站使用QQ、旺旺和400電話等，方便客戶聯系；另外，400電話并不貴，推薦大家到極速動力了解一下。辦理400一定要選擇類似極速400電話網這樣的官方授權代理商，才能保證安全性和穩定性。溝通環節在交易達成之前發揮著重要的作用，前面的工作做得再好、流量再多，在與客戶溝通不暢的情況下也很難轉化為有效訂單。
Flow change orders, effective communication is the key. Communicate with customers is not smooth is an important reason for the network marketing conversion rate is low, there is no one. The author investigates discovery, at present small and medium-sized enterprises to develop the network marketing, customer communication link is one of the most weak, which seriously restrict the marketing effect, become the bottleneck of flow conversion. Suggest enterprise web site use QQ, prosperous and 400 telephones, the convenience of customers; in addition, 400 call is not expensive, we recommend to the extreme power check. For the 400 must choose similar speed 400 telephone network such official authorized agents, to ensure security and stability. The link of communication plays an important role in the deal is agreed upon, the front has done good work, flow more, communication with customers in the case of poor is difficult to translate into effective orders.

五、差異化營銷突出優勢
Differentiated marketing advantages

差異化營銷核心思想是“細分市場，針對目標消費群進行定位，導入品牌樹立企業形象”，這也是營銷型網站的最終目標。隨著市場的成熟和技術的進步，大部分行業和產品都是千篇一律，大同小異。論質量、論價格、論服務基本都不會有太大區別，那么客戶為什么要選擇你的企業產品呢？速贏傳媒再次提醒企業主，差異化營銷是企業提升競爭優勢的一種捷徑，務必要突出自己的企業產品和其他企業產品的差異，在網站上“放大”差異，讓客戶記住你，告訴客戶選擇您產品的原因。
The difference of marketing is the core idea of the "segments of the market positioning, target consumer groups, brand setting up the enterprise image", which is the ultimate goal of marketing type website. With the maturity of the market and the progress of technology, most of the industry and the products are all follow the same pattern, the same. On quality, price, service theory on basic won't have too big difference, so why should they choose your product? Speed win media again business owners, the difference of marketing is the enterprise is a shortcut to enhance competitive advantage, be sure to highlight their differences of enterprise products and other enterprise products, on the web site "zoom" difference, let customers remember you, tell you the reason customers choose products.

六、權威網站發布信息或鏈接
Authority website release information and links

訪問者為查詢企業信任度經常會利用搜索引擎查看企業相關信息，比如企業的信譽口碑，以往交易情況和客戶評價等。為增加企業信任度，可以尋找本地或者行業或大家都熟悉的權威網站上面發布信息或者建立鏈接，這樣不但可以增加客戶對企業的信任度，還能對網站的搜索引擎排名有幫助。目前國內大部分企業都是招聘兼職人員維護網站，可以幫企業處理信息發布和建立連接工作，效果會更加理想、直觀。另外，企業也可以適當利用上下游合作伙伴，多建立一些友情鏈接。
Visitors to query the trust enterprise often can use search engine to view information about the enterprise, such as enterprise credit reputation, past transactions and customer evaluation etc.. To increase the enterprise trust, can look for local or industry or people are familiar with the authority of the site information release a link or above, such not only can increase customer loyalty to enterprises, but also on the site's search engine rankings have help. At present, most domestic enterprises are hiring part-time personnel maintenance of website, can help enterprise processing information release and the connection, the effect will be more ideal, intuitive. In addition, enterprises can also be appropriate use of upstream and downstream partners, to build some links.

總之，企業開展網絡營銷，營銷型企業網站建設勢在必行，其目的在于銷售產品或者提供服務，如果你沒有一個合格的營銷網站，那么你的企業網絡營銷之路將很難進行下去。一個理想的企業網站，從可信的角度來說，您的企業形象在客戶心中就越完善越高大，客戶對你的信任度越高，網絡營銷轉化率效果會更好，這比我們做一些無謂的廣告要好很多！
In short, the enterprise to develop the network marketing, be imperative marketing type enterprise website construction, its purpose is to provide products or services, if you do not have a qualified marketing web site, then your enterprise network marketing road will be very difficult to continue. An ideal enterprise web site, from the trust point, your corporate image in the minds of customers is more perfect and more tall, your trust is high, the effect will be better conversion rate of network marketing, this is more than we do some unnecessary advertising a lot better!