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1、外文出处：Hong, Z., & Yintao, B. (2010). Analysis and Research on Haier Groups Website Construction Based on Cybermarketing-orientation.Proceedings of 2010 International Colloquium on Computing(pp.1298-1303). 译文：对海尔集团的网站的分析与研究基于网络营销的定位结构赵红，包银涛 管理学院沈阳工业大学 辽宁省，中国摘要目前，许多大型和中型企业都建立了自己的电子商务网站。但仍有在这些企业的网站建设方面的
2、许多缺点，特别是不能反映网络营销在全价值。海尔是世界500强企业，其网站也不同的优点和缺点，所以它是研究的一个经典案例。分析和研究了在同一时间海尔的网站网络营销型网站建设，本文揭示了我国存在的问题在这方面，大型和中型企业，并提出合理的对策与建议，使大中型企业提高网络营销型网站的认识建设。1、 简介 随着互联网的应用，越来越多的企业发展电子商务的快速发展，网络营销是企业营销的常用方法之一。然而，因为大多数企业网络营销网站建设的理解有限，不能充分体现其网络营销价值。因此网站建设基于网络营销导向企业网站有非常重要的意义。2004后，该理论的基础上，提出了网络营销导向的网站建设。然而，由于发展时间短，
3、还不完善的相关理论和较低的水平上网络营销的专业服务，使国内的网络营销为导向的网站建设不理想的进行 1。但是国外的情况好，最重要的是，外国企业做网络营销提升到战略的高度 2 ，加深对概念的理解网络营销。因此，本文的研究对促进发育过程具有现实意义内部网络营销型企业网站的建设、进一步提高在网络中的国内企业竞争。 2、 理论分析对企业网络营销导向的网站建设 网络营销型网站建设综合理论包括三个方面：元素网站建设，网站建设基于网络营销为导向的网站设计优化 3 。 网站建设包括四个基本要素：结构，内容，服务和功能；网站基于网络营销导向的建设体现在三个方面：基于网站的建设面向用户的，基于面向搜索引擎的网站设计
4、，网站建设，基于网站信誉为本 4 。网站优化包括三个层面的含义：对用户优化，网络环境（如搜索引擎）对运行优化及优化网站的维护。 本文阐述了特定的意义，内容和应注意的问题的在每一个方面的理论，奠定了理论基础上结合海尔的案例分析在下一部分网站。3、海尔集团的研究网络营销型网站建设3.1海尔集团的网站建设分析1） 海尔集团的网站结构网页布局主页的绿色旗帜广告是非常令人印象深刻，但它占用几乎一半的网页的位置，因此用户必须拖动鼠标浏览所有网页的内容；有太多的各种广告，使得文本太的人群，每一片不明显的内容，和浅灰色的文本是不可见的。有8个主要的页面：海尔集团网页他们对海尔的海尔行业，动态信息，人力资源，海
5、尔活动，服务区，会员中心和网上商城，相应的导航栏的每一个部分。点击这些网页，他们的设计风格保持一致，布局与色彩变化是非常的流畅，这让用户感觉很舒服。柱结构的第三列海尔的网站导航菜单，其中有1列八秩，用最普通的水平导航搜索方便用户。在整个结构的最重要的商业信息，如公司信息，产品信息和客户服务等，都是明确的和合理的反映通过安装8列和列的所有方面是足以反映海尔集团。海尔是让用户在所有领域。此外，安装2阶列很为用户的相关搜索的信息。2）海尔集团网站内容海尔的网站包含的内容广泛，支持一个核心原则，企业网站内容是产品或服务，帮助建立和管理网上商城提供相关的产品信息，如图2和图333的安装，同时相关的内容服
6、务和会员中心是非常全面。3）海尔集团网站功能海尔的网站是一个网站的网络营销功能的一个完美的宣言，这主要在功能方面的营销，产品展示，客户服务等设施，最应该学习海尔企业在其在线购物网站和它完美的建筑企业网上商城，在线销售的产品可以帮助，但也进行网上促销，这让网络营销更全面和立体的；此外，完美所以开始的时候（在功能无效链接和信息更新快的企业，这意味着海尔的信息之间的信息通信部和营销部是非常光滑的和迅速的，所以企业应该研究这个问题，他们可以做的非常好。4）海尔集团网站服务海尔有一个特殊的网站页面服务区进行相关的服务。支持服务一个详细介绍了ITS 2列秩如何使用客户服务电话和服务明星介绍了女性主义观海尔
7、的服务，流程，模型和维修成本，这让用户理解和全面系统的海尔的服务。2级页面和每一人性化设计站搜索，用户可以找到的是海尔的所有公司的网站搜索产品和湖国家联合客户服务电话。一个一个中心柱，使海尔的成员有一个好的知道他们应该享受人权和利益选择与每个治疗。以上情况反映，海尔的服务是非常相关的综合。3.2海尔集团基于网络营销导向网站建设1）海尔基于面向用户的网站建设在海尔的网站上的用户的期望线：不仅是一个易于使用的网站或信息的有效性是好的，但我和安切洛蒂都网站功能并有效链接等，给用户的感觉是，企业的信息，从海尔的网站是一样的。强实体与企业网络营销效果，这在海尔的网站上。2）海尔网站推广网站的设计基于面向
8、在网站建设和网站推广之间的关系是相互依存和相互强化：网站建设和网络营销是不是结束，但为实现基础的嵌各种营销功能。同时，海尔的网站建设的基础嵌出它携带的网络营销方法如搜索引擎营销、网络营销和会员等。3）海尔网站可信度的研究通过分析海尔的网站上，它是发现，它的构造是在4方面的竞争结构的内容，服务和功能。然而，如果在其不足之处，海尔可以提高用户的满意度，要继续加强和它的竞争将进一步增强。3.3在海尔的网站诊断优化设计海尔的网站上实现了用户优化。但海尔的网站有一些不满意的安静环境中的网络优化问题，这在下面的开始的方面：1）7月8日，2007年，结果海尔官方网站Alexa排名的网站是由流量为：综合研究结
9、果的排名和NO.20825，下一阶段是可能的集成21322列号，同时它应该在本周和本月。海尔官方网站六月平均指数排名图表显示，如图35，开始自己的网站排名，海尔海尔fluctuates非常多，所以必须把网站推广到稳定有效的方法）是适用的用户访问。毕竟一个网站由于海尔集团的发展，特别是世界卫生组织在海外市场成功的攻击。2）谷歌网页排名的网页评级（海尔企业网站：海尔的PR值是（6，10），可以发现在相对高的人气，所以海尔的网站在这方面，减少）的识别。3）海尔网站的情况。它包括由著名的搜索引擎：海尔网站的情况。它包括由著名的搜索引擎是不好的，甚至不能找到它著名的谷歌和反向链接是不理想的，因此一个有效
10、的方法失败网站的访问率和点击率是有效地使用专业的网站链接。因此，这个问题应该唤醒海尔集团高层的关注。4） 测试页面(海尔企业网站元标记，关键字和查询）：的元信息的结果页http：/是为如下：标题页：海尔字符数量：五个字符建议长度：小于或等于80个字符。关键词：页面不规范，和关键词标签不存在或空。字符数：0字建议长度：小于或等于100个字符。页面描述：页面不规范，没有描述标签或内容空的。字符数：0建议长度：小于或等于200个字符。以上信息是从七月八日的测试报告中国首站。表面上，海尔更多的问题是在网站推广方面，如搜索引擎营销，搜索引擎优化，关键词广告等，但总之这些问题，是指导思想的网站和自己的企业
11、战略。4、在大型和中型企业网络营销型网站建设方案大企业应该有一个想法，网站推广策略坐落在网站建设程序，避免了网站发布或意识到网站优化的应用系统更当它是太晚了，不仅浪费人力和财力，也影响了网站推广的时机。企业应坚持优化思想在3个方面：用户，搜索引擎和网站通过对海尔网站维护的研究。因为它不仅可以避免网站的一些典型的问题，但也增加用户访问量。最后但最重要的是：企业的高层成员应加强了解网络营销对企业起着至关重要的作用，实现网站推广这意味着什么，对于一个企业的网站。因为这些人会发现为什么用户访问自己的网站的量是低的原因，他们是真正提高他们的网站有大量的访问，高效客户转化率和真的结束了企业网站建设的高投资
12、的浪费。也相信这是这样的问题可以从根本上解决的唯一途径。5、结论本文以典型的网站海尔的网站为例，它的成功与不足通过详细分析其各成分和诊断其网络设计优化。这是希望海尔网站可以发挥其优势，关注和缺乏的细节处理。同时，希望本文的研究能够使大型和中型企业看看他们的网站重新提供一些帮助和参考价值的大型企业实施网络营销导向的网站建设。 原文：Analysis and Research on Haier Groups Website Construction Based on Cybermarketing-orientationZhao Hong, Bao Yintao School of Manageme
13、ntShenyang University of TechnologyLiaoning Province, P.R.ChinaAbstract At present, many large-scaled and medium-sized enterprises have established their own e-commerce websites. But there are still many shortcomings in the aspects of website constructions of these enterprises, especially cant refle
14、ct the value of cybermarketing in full. Haier is one of the worlds top 500 enterprises，and its website has distinct advantages and disadvantages, so it is a classic case for studying. During the same time of analyzing and researching Haiers website on cybermarketing- oriented website construction, t
15、his paper reveals the subsistent problems of our large-scaled and medium-sized enterprises in this regard, and put forward reasonable countermeasures and advices, which make large-scale and medium-sized enterprises to enhance the cognition of cybermarketing-oriented website construction. Keywords: C
16、ybermarketing, website construction, website optimization, Haiers website 1. IntroductionWith the rapid development of applying Internet and more and more enterprises developing ecommerce,cybermarketing becomes one of common marketing methods by enterprises. However,because the majority of enterpris
17、es comprehend cybermarketing limitedly, websites constructed can not fully reflect the value of its cybermarketing. So website constructions based on cybermarketing- oriented have very important significance for enterprises websites. After 2004, the theory about website construction based on cyberma
18、rketing oriented has been posed. However, as the short developing time, unperfected correlative theories and the lower level on professional service of cybermarketing, makes domestic cybermarketing- oriented website constructions carry out not ideally1. But abroad situation is better, the most impor
19、tant thing is that foreign enterpriseshave made cybermarketing upgrade to a strategic height2, and deepen to understand the concept of cybermarketing.Therefore, the research of this paper has the realistic significance on promoting developmental processof internal cybermarketing-oriented enterprises
20、 website constructions and further enhancing thecompetition of domestic enterprises in the network.2. Theoretical analysis on enterprises cybermarketing- oriented website constructionTheory integrated of cybermarketing-oriented website construction includes three aspects: elements ofconstructing web
21、site, website construction based on cybermarketing-oriented and website designoptimization3.Website construction includes four basic elements: structure, content, services and functions; Websiteconstruction based on cybermarketing-oriented reflects on three points: website construction based onuser-
22、oriented, website design based on search engine-oriented, website construction to based on websitecredibility-oriented4. Website optimization consists of three levels of meaning: the user optimization,the network environment (such as search engines) optimization and the Optimization on runningmainte
23、nance of the website.This paper sets forth specific meaning, content and the problem should be paid attention to of thetheory in every aspect, which settles the theoretical foundation for combining the case analysis on Haiers website in the next part.3. Research on Haier Groups cybermarketing-orient
24、ed website construction3.1 Analysis on Haier Groups website construction1) Haier Groups website structureWebpage layout- The green banner advertisement of the homepage is very impressive, but it occupiesalmost half of homepages position, so it leads to users must drag the mouse to browse all the con
25、tent of homepage; There are too many various advertisements, which makes the text too crowd and the content of every plate not obvious, and the text in light gray is not visible. There are 8 main pages of Haierswebsite: They are About Haier, Haier industries, Dynamic information, Human resources, Ha
26、ier activities, Services area, Member center and The Internet Mall, corresponding to every part of navigation column.With clicking on these webpages, their design style maintain the consistency, their layout are connected and the change in color is very fluent, which make users feel very comfortable
27、.Column structure The third column of Haiers website is navigation menu, which has eight 1-rank columns, using the most common horizontal navigation for users search conveniently. On the whole structure, the most important business information, such as company information, product information, and c
28、ustomer service etc, all are reflected through clear and reasonable columns setup and 8 columns are enough to reflect all aspects of the Haier Group which make users understand Haier in all domains. Moreover, the meticulous setup of 2-rank columns is convenient for users to search for the relevantin
29、formation.2) Haier Groups website contentHaiers website contains the broad contents, upholding a principle that the core of enterprises websitecontent is products or services, and not only set up online mall to provide a wealth of information related to product, as in Figure 3-2 and Figure 3-3, mean
30、while related content setup of Services and Member center is also very comprehensive.3) Haier Groups website functionHaiers website is one of few websites with perfect cybermarketing function, which mainly manifestsin the aspects of marketing function, products display, customer services etc. Partic
31、ularly most enterprises should learn from Haiers website is its online shopping and its perfect online mall building, so enterprises can not only sell products online but also conduct online sale promotion , which make cybermarketing more all-round and three-dimensional; Moreover, perfect function a
32、lso reflects in the absence of invalid links and information of the enterprise updating quickly, which means Haiers information communication between information department and marketing-department is very smooth and swift, so enterprises should study in this problem for they cant do well.4) Haier G
33、roups website serviceHaier has a special website page service area to carry out related services. Support services one ofits 2-rank columns detailedly introduces how to use the customer service telephone and star servicesintroduces the concept of Haiers service, process, model and maintenance costs,
34、 which make users understand Haiers services comprehensively and systematically. And each 2-rank page has a humanitydesign station search, in which users can find Haiers all corporate websites, search product and see national united customer service telephone. Another one column Member Center makes
35、Haiers members have a well aware of the rights and interests they should enjoy and each preferential treatment. Above reflects that Haiers related services are very comprehensive.3.2 Haier Groups website construction based on cybermarketing-oriented1) Haiers website construction based on user-orient
36、edHaiers website is basically in line with the expectations of users: not only the website is easy to use or informations effectiveness is good, but also the website function operates normally and has effective link, etc, so that the users feel that the enterprises information from Haiers website is
37、 the same excellent and strong with the corporate entity, which promote cybermarketing effects of Haiers website.2) Haiers website design based on website promotion -orientedThe relationship between website construction and website promotion is interdependent and mutuallyreinforcement: website const
38、ruction completed is not the end of cybermarketing, but lays the groundwork for achieving various marketing functions. Meanwhile, Haiers website construction lays the groundwork for it carrying out cybermarketing approaches, such as search engine marketing and network membership marketing, etc.3) Re
39、search on Haiers website credibilityBy analyzing on Haiers website, it is found that its credibility is constructed in 4 aspects of structure,content, services and functions. However, if Haier could improve the inadequacies, its users satisfaction will further strengthen and its credibility will be
40、further enhanced.3.3 Diagnosis on Haiers website optimization designHaiers website basically achieves users optimization. But Haiers website still has some not satisfactory in the optimization of the network environment, which mainly reflects in the followingaspects:1) July 8, 2007, the result of Ha
41、iers official website looked into by traffic rankings site Alexa:Comprehensive findings a ranking of No. 20,825, and the next phase is expected to be integratedranked No. 21,322, meanwhile it has declined in this week and this month. Haiers official website sixmonths average ranking chart, as shown
42、in Figure 3 -5, which reflects Haiers website ranking fluctuates very much, so Haier must take the effective approach of website promotion to stabilize the amount of user visit. After all the strength of website affects the Group development, especially for Haier who successful attacks overseas mark
43、ets.2) Google Page Rank pages ratings of Haier enterprises website:Haiers PR value is 6(out of 10), can be found at relatively high popularity, so Haiers website isworthy of recognition in this aspect.3) The situation of Haier s website has been included by famous Search Engine:The situation of Haie
44、rs website has been included by famous Search Engine is not good, even thefamous Google cant find it and reverse links is not ideal, so one of the effective ways to enhance thewebsites visit rate and click rate is to use the major website links effectively. Therefore, this issue shouldarouse Haier G
45、roup high-level attention.4) The testing of pages of Haier enterprises websites, Meta labeling and inquiry of keywords:results of Meta-page information are as follows: The title of page: haier Number of characters: five characters Proposed length: less than or equal to 80 characters. Keywords: pages
46、 are not standardized, and keywords labels do not exist or are empty. Character number: 0 characters Proposed length: less than or equal to 100 characters. Page Description: pages are not standardized, and there are no Description labels or the content isempty. Character number: 0 Proposed length: l
47、ess than or equal to 200 characters.The Information above is from the test report Chinese head of station on July 8. On the surface, Haiermore problems are in the aspect of website promotion, such as search engine marketing, search engineoptimization, keyword advertisement, etc. But these problems i
48、n a nutshell, is the guiding ideology for its websites and its own enterprise strategy.4. Proposal on large-scaled and medium-sized enterprises cybermarketing-oriented website constructionLarge enterprises should have an idea that strategy of website promotion is sited into the websitebuilding programs, which avoid the websites released or realize that the website optimization designproblems when it is to