The official website of the automobile enterprise needs the omni-directional breakthrough

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

More consumers said that before the model was determined to take into account the company's official website to see the information, the car after the establishment of the city will have to browse the official website of the habit, but the disappointment of the majority of people.

The existence is not necessarily the truth, so we have to review the existence. Opening this Pandora's Box may help us to quweicunzhen.

Conveniently open the official website of domestic Auto Enterprise, we found whether luxurious brand website or simple independent brand website, in addition to color, we can hardly find a substantial difference, the reporter is not clear this is because the company's mutual reference or everyone's aesthetic is so similar.

Opening a Web page takes us a few seconds to wait for the flash ad at least half a screen.

The network has long been familiar to consumers, has long become a business marketing an important tool, and even a lot of new cars are launched online. Although the corporate web site can not be like a traditional portal is a powerful weapon to the enterprise, but also a strong shield of the guard position. "The Art of war" for weapons have such a description: "Soldiers, the state of the event, the death of the land, the survival of the road, you can not be observed." ”

Then we have to ask: so similar to the layout of the official website, how can the marketing behavior of the enterprise how much help?

"Auto Business Review" in the consumer car on the official website browsing situation, more consumers said before the model to determine the company's official website to see the information, the car will have to browse the official web site after the habit, but the disappointment of the majority.

"I bought a car with the car friends, not to the official Internet to collect information." "Mr. Zhang, the Beijing owner of Dongfeng Peugeot 206, told reporters," but then I also had an official website, but there is basically nothing to excite me. We have a wide range of information about our Car Club forum. ”

Qingdao Sky language x file car friends can tell the car business review: "Car friends will be more and more attractive, because we have a lot of activities are closely related to car friends." ”

"The corporate web site is certainly not as regional as the local 4S store, so we prefer to speak in the forum," said a consumer at the Shanghai Excelle Car Club. "Indeed, corporate Web sites can not be as flexible as 4S stores, then the enterprise site should assume what tasks?"

Company profile, corporate style, news, model Shopping guide, customer service, Brand world, interactive world, corporate culture is currently the official website of the main column plate, of which, only Chery, Mercedes-Benz will "social responsibility" as a special plate listed, other most of the social responsibility Contribution to the corporate culture or brand world column. Only Shanghai GM, FAW-Volkswagen emphasized its green environmental technology. and model Shopping Guide is most of the enterprise site must have the plate. The independent brand has the column which specially tells the brand story.

Through consumer surveys, "auto Business Review" that the company's website plate layout or home page form should be fully taken into account the needs of visitors, this is not "deaf ears", here is not only to reflect the image of the enterprise, but also to provide convenience for visitors, both to enhance the brand image, but also firm consumers, dealers confidence

"Auto Business Review" through the survey found that browsing the official website of the people can be broadly divided into the following categories: Consumers to buy, bought owners, distributors or have joined the awareness of distributors, job seekers, media or researchers.

For the buyer, is in the basic determination to buy models when browsing the official website, this time is in the accounting for the opportunity cost of a car, so enter the site if you can give him a guarantee of confidence, or he thought more interested point can reduce the opportunity cost, conducive to sales.

For the owner to the official website, mainly to understand the information after the sale, including components pricing, vehicle maintenance by the manufacturer, recall, experience activities, and even some complaints, these people are more than some of the friends of the club activists, hope to be able to pass the latest information for the car friend service.

Existing distributors pay attention to the company's website, but he will compare the official website to do their own website, focus on consumer positioning, the organization of the activities of the factory. and have joined the awareness of the dealers are mainly concerned about product information, public opinion evaluation, the manufacturer of the support of dealers.

The media or other people are concerned about the content, of course, there will be some data download, but this feature requires very little.

In this respect Mercedes Benz, BMW has done very well: very simple pictures, no flash or script small, to ensure fast access to the page, waiting for short, focus on the promotion of a car or the promotion of automotive Seiko and history, the focus of service for consumers or owners to buy, the site is the location of services, Strengthen the interaction with the owner, enhance the consumer's sense of dignity. Audi relative in this regard is not enough, the first page is not beautiful enough, the middle of the gap is too large, flash under the content of the plate is too much, can not be reflected in a page end, reflects not the noble Audi.

For the joint-venture brand or independent brand website, positioning in the sale of this is not too, because the brand consumers, not like the BMW Mercedes-Benz prominent owner of the identity or status, organized a nationwide public service activities called. But also to reflect the enterprise After-sale maintenance concept, such as FAW Mazda's "New Butler-style service concept", Dongfeng Nissan's "online consulting services", the glory of the "Honor service", the enterprise's scientific and technological innovation concept, such as Shanghai GM's "Science and Technology Environmental protection" efficient oil-saving concept; the "humanistic care" of Dongfeng passenger car is through service, technology , consumer care for buyers to provide assurance, increase the goodwill of buyers, reduce the opportunity cost of products to win consumers.

For brands such as Chery and other brands of brand identity annotation, reporters think that there is no need to put such a large flash, and do not say that the front has to wait for 30 seconds of buffer time, every time the reporter looked at the card, can not complete a read, so that greatly reduce the goodwill of the viewer, and to enter the brand newly created high-end brand page , if the column settings are all products, but not added to these products become high-end brand factors, then the product recognition will be questioned.

A friend in Beijing browsed the Chery brand's web page and asked reporters why they called it a high-end brand. Do you have any information that proves to be a high-end brand? Design innovation or technical breakthrough? These questions cannot be answered because, in the opinion of journalists, this page is used by Chery to recruit dealers.

Corporate marketing is like a war, a long-term project. According to the "Car Business Review" survey, the company's official website in the information update mostly do not enough, or even some already outdated enterprise investigation is still the only content, car friends news updates less than 2 a year, the dealer information has not been updated in time. This may be why the previous car friends think the official website has no useful information of the real reason.

For the first to go to the official website to skip the practice of Flash, "car Business Review" also considered improper. Simplicity, fast always is the goal that the website pursues. Brand image needs not the luxury of the website, but the service information provided by the website. Official website is an important part of enterprise marketing, affecting the purchase, brand and corporate image. Therefore strengthens the network improvement, is the enterprise Marketing strategic layout important link.