【正文】 學(xué) 院 管理學(xué)院 專(zhuān) 業(yè) 信息管理與信息系統(tǒng) 年級(jí)班別 學(xué) 號(hào) 姓 名 指導(dǎo)教師 2020 年 5 月 目 錄 1 緒論 ............................................................................................................................ 1 論文背景 .......................................................................................................... 1 論文目的與內(nèi)容 .............................................................................................. 1 2 營(yíng)銷(xiāo)型網(wǎng)站的基本概述 ............................................................................................ 2 網(wǎng)站的分類(lèi) ...................................................................................................... 2 信息發(fā)布型網(wǎng)站 .................................................................................... 2 門(mén)戶網(wǎng)站 ................................................................................................ 2 電子商務(wù)型網(wǎng)站 .................................................................................... 3 營(yíng)銷(xiāo)型網(wǎng)站的定義 .......................................................................................... 4 中小企業(yè)營(yíng)銷(xiāo)型網(wǎng)站的發(fā)展 .......................................................................... 5 3 營(yíng)銷(xiāo)型網(wǎng)站定位策略 ................................................................................................ 6 企業(yè)網(wǎng)站定位的基本概念 .............................................................................. 6 定位策略的五大要點(diǎn) ...................................................................................... 6 企業(yè)盈利模式定位 ................................................................................ 6 核心競(jìng)爭(zhēng)力定位 .................................................................................... 7 目標(biāo)客戶定位 ........................................................................................ 8 核心產(chǎn)品定位 ........................................................................................ 8 品牌差異化定位 .................................................................................... 9 4 營(yíng)銷(xiāo)型網(wǎng)站規(guī)劃布局策略 .......................................................................................10 營(yíng)銷(xiāo)型網(wǎng)站的基本結(jié)構(gòu) ................................................................................ 10 營(yíng)銷(xiāo)型網(wǎng)站的布局 ........................................................................................ 11 頭部布局 .............................................................................................. 11 主導(dǎo)航布局 .......................................................................................... 11 搜索框布局 .......................................................................................... 13 主廣告位布局 ...................................................................................... 14 副導(dǎo)航布局 .......................................................................................... 15 產(chǎn)品布局 .............................................................................................. 17 底部導(dǎo)航和友情鏈接布局 .................................................................. 21 營(yíng)銷(xiāo)型網(wǎng)站必備的四大功能 ........................................................................ 24 網(wǎng)站流量統(tǒng)計(jì) ...................................................................................... 24 網(wǎng)站在線客服 ...................................................................................... 27 免費(fèi) 400 電話 ...................................................................................... 29 企業(yè)郵箱 .............................................................................................. 30 5 營(yíng)銷(xiāo)型網(wǎng)站優(yōu)化策略 ...............................................................................................31 搜索引擎優(yōu)化的概念 .................................................................................... 31 網(wǎng)站具備優(yōu)化能力的八大必備結(jié)構(gòu) ............................................................ 31 域名優(yōu)化 .............................................................................................. 31 自定義導(dǎo)航 .......................................................................................... 32 自定義內(nèi)頁(yè)網(wǎng)址 .................................................................................. 33 自定義 title 和 meta 標(biāo)簽 .................................................................... 34 頁(yè)面靜態(tài)化 .......................................................................................... 36 網(wǎng)站地圖 .............................................................................................. 37 圖片 ALT 標(biāo)簽 .................................................................................... 39 系統(tǒng)關(guān)鍵詞結(jié)構(gòu) .................................................................................. 40 結(jié)論 ...............................................................................................................................41 參 考 文 獻(xiàn) .................................................................................................................43 致 謝 ...........................................................................................................................44 1 1 緒論 互聯(lián)網(wǎng)飛速發(fā)展的今天，一方面離不開(kāi)其開(kāi)放、共享的特性帶給人們的全新體驗(yàn)，另一方面也離不開(kāi)數(shù)以億計(jì)的為其提供 各類(lèi)豐富內(nèi)容的網(wǎng)絡(luò)節(jié)點(diǎn)?；ヂ?lián)網(wǎng)被普及前，人們購(gòu)買(mǎi)商品第一想到的便是擁有大量商品展示的大賣(mài)場(chǎng)，例如超市，便利店等。于是網(wǎng)絡(luò)營(yíng)銷(xiāo)便越來(lái)越被更多的商家企業(yè)所關(guān)注。換言之，現(xiàn)時(shí)在互聯(lián)網(wǎng)上，中小企業(yè)與大企業(yè)處在同一高度的平臺(tái)上。 論文先分析了中小企業(yè)在傳統(tǒng)市場(chǎng)中與大型企業(yè)的競(jìng)爭(zhēng)時(shí)的優(yōu)劣勢(shì)，分析了中小企業(yè)在現(xiàn)時(shí)的網(wǎng)絡(luò)營(yíng)銷(xiāo)環(huán)境下的發(fā)展趨勢(shì)，提出了網(wǎng)絡(luò)營(yíng)銷(xiāo)對(duì)中小企業(yè)發(fā)展的重要性，其中建立營(yíng)銷(xiāo)型網(wǎng)站是網(wǎng)絡(luò)營(yíng)銷(xiāo)的基礎(chǔ)。并就目前中小企