Research on brand marketing strategy of Enterprise Portal website

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With the development of our society and economy, enterprise competition has upgraded from product competition to brand marketing and even the overall image of the competition, forging strong brands to "image" of the city, therefore, it is important to pay attention to research and positioning, through image integration and brand forging, so as to carry out marketing activities to enhance market competitiveness. In addition, the brand as the core of marketing, is the modern enterprise in accordance with the social and economic development to make the inevitable choice. In the further development of science and technology, product quality is less and less alienated today, enterprises to survive in a competitive market, only from the point of view of the product brand, through the efforts to shape and disseminate the unique image of the brand, so that many consumers feel that the brand products and other similar products have a unique characteristics, And make this unique characteristics in line with the target consumer's personality aesthetic taste, so that the brand products from similar products stand out, unique, establish a loyal customer base. This article starts with the Zhejiang Secretary Net, and probes into the marketing actuality of the Enterprise's portal website. And from the brand marketing theory to analyze, to find out the deep theoretical basis of brand marketing, and then start from brand marketing strategy, in-depth discussion of the Enterprise Portal in the use of various marketing strategies, analysis of the advantages and disadvantages of each marketing strategy, so that the development of Enterprise Portal site to put forward their own views.

Beginning in the early 90, the rapid development of the Internet to promote the rapid growth of the application of network technology, the global application of the Internet, the world's major companies have to provide information services and expand the scope of business, and actively reorganize the internal structure of enterprises and the development of new management marketing methods. In the era of the information society in the 21st century, the development of science, technology, economy and society is meeting the arrival of this era, with the development of computer network, the connotation of information society has been changed further, and it is called the era of informational network. In the age of Information network, the development of network technology has changed the way of information distribution and acceptance, change the people's life, work, study, cooperation and exchange of the environment, enterprises must actively use new technology to change the business philosophy, business organization, management and management methods, catch up with the rapid development of technology, promote the rapid development of enterprises , and network brand marketing is a new thing that adapts to the development of network technology and Social change of information network era, and it will become marketing strategy of trans-century. The brand construction of our service Enterprise website has also been highly valued by the industry. However, the promotion of brand competitiveness of service enterprises is not a matter of overnight, the need for all-round planning and marketing, the need for a long time carefully nurtured. Therefore, the Service Enterprise website brand Competitiveness should be promoted as a system engineering to operate, through the enhancement of brand awareness, accurate positioning, the personality and characteristics, the design of distinctive logo and layout, to carry out appropriate brand image promotion activities and other means to the brand of the site to integrate marketing, So as to establish a strong vitality of service-class corporate website brand. According to the present situation of Zhejiang Secretary Net and the strategy of future development, combined with the current trend of network development, this article will make some superficial research on the promotion of website brand marketing and put forward some strategies and methods.

I. about the brand

(a) Brand concept and connotation

Brand is the concept of marketing and advertising widely used. In time, the brand has undergone a process of development. The earliest form of the brand is "imprint", and later the brand gradually developed into a trademark with legal significance. However, the brand in function and meaning far beyond the scope of legal protection of trademarks. Academics in Taiwan have pointed out that China may be the first country in the world to use trademarks to create impressions of consumer brands. ' Different people understand the brand differently. William Arens that a brand refers to a combination of words, names, symbols, or fancy that identifies a product and its origin and makes it different from the same product. The American Marketing Association considers a brand to be a name, term, mark, symbol or design, or a combination, designed to identify the product or service of a seller or group of sellers and differentiate it from competitors ' products or services. John Philippe Jones, an advertising expert, believes that a brand is a product that provides customers with functional benefits and added value that they deem worth buying. David Ol that the brand is a complex symbol, is the brand attributes, packaging, name, price, history, reputation, advertising style intangible combination. Marketing guru Philip that the brand is a name, term, mark, symbol, pattern, or combination of these factors, used to identify the manufacturer and seller of the product. "The Japanese Electric Company thinks, the brand is in order to let the consumer psychologically can distinguish the product or the service value, the image is different from other company, but the name, the symbol, the design, the image and so on combine together collectively. ”

(b) Brand positioning

Brand positioning is often to consumers to promote the part of the brand recognition, the purpose is to effectively build brand and competitor differences, in the consumer mind to occupy a unique position. In the product is more and more homogeneous today, to successfully build a brand, brand positioning is important. Brand positioning is a strong technical strategy, inseparable from scientific and rigorous thinking, must pay attention to strategy and methods. The correct brand positioning needs to be considered from the aspects of the nature of the enterprise, the characteristics of the products and the types of service, so as to find the brand positioning of the enterprises and make a scientific positioning strategy. Brand positioning methods mainly from the following aspects: (1) The effectiveness of positioning, consumers to buy products are mainly in order to obtain the use value of products, hope that the product has the desired function, effectiveness and efficiency, so as to emphasize the effectiveness of the product as a common form of brand positioning. (2) Quality positioning, quality positioning is the product of excellent or unique quality as a demand for content, such as "good quality", "natural production", to face those who focus on product quality consumers. (3) Emotional positioning, the positioning is the human feelings of care, concern, yearning, warmth, nostalgia, love and other emotional connotations into the brand, so that consumers in the purchase, use products in the process of acquiring these emotional experience, so as to arouse the consumer's innermost feelings of identity and empathy, and ultimately to the brand's love and loyalty. (4) The positioning of the enterprise concept, Enterprise concept positioning is the enterprise with its own distinctive characteristics of the business philosophy and entrepreneurial spirit as a brand positioning appeal, reflecting the intrinsic nature of the enterprise. (5) Cultural positioning, the cultural connotation into the brand, the formation of cultural brand recognition, cultural positioning can greatly improve the taste of the brand, so that the brand image more unique.

(iii) Brand value and significance

Brand is the intangible assets of enterprises, it can bring great benefits to enterprises. Brand not only means the quality of the product, performance or style of excellence, in fact, psychological consumption is really the most important. With the maturing of our market economy, brand has penetrated into every field of our life. Product Force era has passed, in different enterprises of the commodity trend of homogenization today, simply to improve the characteristics of the product itself to win customers have become weak, because consumers have difficulty from the external characteristics of products to distinguish between different manufacturers of goods. In a sense, "winning with quality" has become the past, the image of corporate brand is replacing the traditional goods of their own differences. The enterprise buys is no longer the differentiated commodity, but the differentiated brand idea. In the process of commodity sales, the decisive role is no longer the commodity itself, but a unique brand image of enterprises.

Second, Enterprise Portal site Operation status analysis

(i) Web site construction in the context of excessive information

1, the proliferation of corporate websites, the content of the convergence of the site

Facing the globalization and the information market competition, the enterprise has own website is the market to the enterprise basic request. According to DDB's 2000 survey, the Web site, as a platform for interaction between consumers and businesses, is more approachable and attractive to audiences than traditional media, helping to forge closer and stronger relationships between businesses and consumers. Thus, the website has become an important part of modern enterprises. According to the China Internet Development Center survey data: from 2001 to 2006, the total number of Chinese websites grew by about 27% on average, with corporate websites growing by about 23% per cent a year, That is, from 185,000 to 510,000 to the end of 2006, the total number of national Web pages has reached 4.47 billion, the total number of online domain has reached 4.109 million. Although the number of enterprises in China's Web site growth in a sharp increase every year, but in the face of excessive information market environment, most of the purpose of Web site construction is not clear, the idea is not clear, positioning is not accurate, many corporate web sites in the form of useless, simple Web site features, Web site content and

2, Internet users to visit the site is becoming a preference

With the network media increasingly become mainstream media, the internet has become no longer new to people, excessive information market environment, netizens are purposeful Internet. At the same time, with more network knowledge and advanced technology, people have less time to find their destinations on the Internet, while those who stay on the destination sites are growing. From the current situation, most people's network access habits are stable, people on the site in the choice of a certain degree of preference, which corporate website has good customer service, which corporate site has a vibrant business model, under the same conditions, customers clearly on the list of the site has a higher degree of loyalty. Therefore, the current corporate web site has entered the customer recognition, click Browsing and the potential purchase of excessive competition, the site as the other products of enterprises also present a trend of homogenization of competition. In the excessive information market environment, the enterprise website How to stand out from many websites, attracts the consumer to choose own website, and turns the customer to the website attention to the enterprise loyalty, the key is relies on the Enterprise website brand attraction and gathers the force. Brand is the final destination of market competition and the highest state of market competition. Therefore, enterprises must seek brand-building as the center of differentiation advantages, through the strength of the brand to win customer preference.

(b) The dilemma of brand marketing

At present, most of the domestic Enterprise portal sites are lack of brand concept. Mainly reflected in:

1, the design of the website lacks individuality, the brand difference consciousness is weak

The website is a direct communication platform with the customer, the appearance design is good or bad directly affects the visitor's attention, is causes the customer to notice, knows and the active clicks the page the key. Although many portal sites have been built from a few years ago, the purpose of website construction and target audience are not clear, can not reflect a complete, clear corporate image.

2, the goal of marketing is not clear and single means

Now many domestic Enterprise portal sites are lack of effective marketing methods and strategies, its main embodiment in ① website's basic task is ambiguous, the management direction is vague, this leads directly to the establishment of the marketing strategy lacks the goal, is difficult achieves the targeted marketing effect; ② marketing methods lack of novelty, mainly in the replication of other people's success stories blindly , rarely with the actual situation of their own enterprises, in some media advertising is stereotyped, it is difficult to show the uniqueness of the Enterprise Portal. From the above two aspects, the marketing effect of the Enterprise Portal is very difficult to reflect, and the waste of human and financial resources, coupled with the lack of funds, so the portal site brand marketing is struggling.

(iii) Lack of core concept of website content

Corporate portal page content generally includes: Corporate philosophy, Corporate profile, corporate news, corporate culture, customer interaction. In fact, in many of our portal sites, only a very small number of websites set up a corporate philosophy, corporate responsibility, corporate culture and other columns, and the vast majority of portals generally only include the company profile, business, corporate news and other columns. This is not the Web site designers can not solve the technical problems, it reflects a lot of China's web portals in the Internet marketing too much to pursue benefits, business obvious short-sighted features and drawbacks. At the same time, the website design lacks the customer interaction link, the dissemination one-way, lacks the humanized design, cannot exert the website the communication superiority, the brand is also impossible to talk about.

(iv) Lack of effective management of disorderly operation

Through the comparison with some excellent websites at home and abroad, we find that many of our portal sites neglect the necessary maintenance and management, and lack of professional website management personnel. At the same time, these sites will also be due to lack of funds, manpower shortage and other reasons, can not invest in a wide range of Web site propaganda, usually to the service provider to buy several search engine login and bid ranking services, the promotion of a single, enterprises difficult to get real income through network marketing, therefore, The promotion of brand image often falls into a vicious circle of shortage of funds.

Iii. Analysis of the website operation status of Zhejiang Secretary Net Culture Co., Ltd.

Company Profile

Zhejiang Secretary Culture Co., Ltd. is a mainly for small and medium-sized enterprises to provide online secretarial services, the main business: for small and medium-sized enterprises to provide clerical writing, logo design, advertising planning, marketing planning and other services, although the company started late, but with excellent, passionate professional team, With all the best to provide customers with the responsibility of quality service, the company has always adhered to "shaping the new image of enterprises, communication enterprise new culture" for the purpose of providing customers with quality professional services in a timely manner to help customers in the increasingly fierce market competition to establish a good corporate image, enhance the visibility of enterprises, Increase the economic and social benefits of enterprises, so as to win the trust of customers. With the efforts of all the staff, the company is moving in a fast way.

(b) Analysis of the Operation status and competition form of the company's portal site

Although the company's current operating conditions are relatively good, but any company in the development of a variety of problems will always have, in order to enable enterprises to better development, to avoid more detours, we should do a proactive, so as to scientifically formulate the development strategy of the enterprise. Below I use the SWOT analytic method to the Zhejiang Secretary Net Culture Limited Company's operation present situation carries on the analysis, thus provides the theory basis for the company's brand marketing strategy formulation.

1. Competitive Advantage

The company has an excellent team, members are full of entrepreneurial passion, serious and responsible work, and customer satisfaction with the product is higher, through the development, has a part of loyal customer groups. Moreover, the company's operating costs are lower, so the price of products than similar enterprises have a competitive advantage.

2. Competitive disadvantage

The company has just started, in the lack of funds, thus restricting the promotion of the brand, resulting in a more corporate visibility, difficult to finance. In addition, with the development of enterprises, faced with the situation of lack of talent, personnel organization structure is simple, there is no standardized management.

3. Competitive Opportunities

With the rapid development of the Internet economy, more and more enterprises will seek services on the Internet to save costs, this will be a new market, and in this regard, our country and lack of professional, high-profile online service Enterprises, this will be a great opportunity for enterprises to build brands.

4. The threat of competition

At present, although the lack of well-known service industry portal site, but not well-known but many, the market competition is fierce and chaotic, so it is difficult to maintain customer loyalty in the chaos of the market situation, resulting in the enterprise's brand marketing difficulties, if there is no strong funds and differentiated promotional strategies for backing, many of the marketing enterprises are ineffective marketing , resulting in the situation of the wedding dress for others.

Iv. Analysis of brand marketing strategy of Zhejiang Secretary Net Culture Co., Ltd.

(a) the company website brand marketing strategy should pay attention to the problems

1. Market-driven

The brand marketing strategy thinks that the competitive advantage originates from the customer, which is based on the degree of the customer satisfaction and the degree of the enterprise exceeding the competitor's customer satisfaction level. Brand marketing strategy will be affected by the customer's business strategy and integrated market as the core of various activities to establish a competitive advantage, strategic marketing, including to provide customer satisfaction of the various operations. Therefore, Zhejiang Secretary Network in the development of brand marketing strategy to consider the scope of business, basic options, competitive advantages, organizational effectiveness, in the management function, to coordinate the selection of customers and reasonable arrangements affected by the market variables.

2. Focus on the complex and variability of the environment

The increasingly complex and changeable business environment leads to marketing strategies that monitor markets and competitors, and external factors change the composition and attractiveness of the market and competitive structure. Therefore, Zhejiang Secretary Net in the development of brand marketing strategy, we must always pay attention to the external market environment changes, pay attention to competitors, and the enemy can win.

3. Customer satisfaction as a strategic mission

In this day and age, the customer is God, Brand marketing thought that the key to obtain customer satisfaction is to customer needs and the organization's service planning process, customer preferences for certain product attributes must be translated into product design and production guide. Always grasp the customer's information and timely feedback, and then collate the information, with the actual action for the customer service. The brand marketing strategy that can get the customer approval is the real success strategy.

4. Facing the future, focusing on long-term goals

Only a long-term goal of the enterprise can do strong and big, so the secretary of the network in the formulation of marketing strategy, should not be short-sighted, covet the immediate interests. Should look far away, do long-term planning, carefully maintain good relations with customers.

(b) The company's website brand positioning strategy

Brand positioning is often to consumers to promote the part of the brand recognition, the purpose is to effectively build brand and competitor differences, in the consumer mind to occupy a unique position. Each brand has its own market positioning, the basic method of positioning through the unique brand image to occupy the potential customers within the heart of the special position. In other words, the site can be unique through the site's construction and concept of expression, to create their own brand image, to attract visitors to click and attention. In the product is more and more homogeneous today, to successfully build a brand, brand positioning is important. World Brand Laboratories believe that brand positioning is a strong technical strategy, inseparable from scientific and rigorous thinking, must pay attention to strategy and methods. Comprehensive domestic and foreign research, I think Zhejiang Secretary net should be from a few aspects to consider the brand positioning strategy.

1, from the product quality positioning

Quality positioning is the product of good or unique quality as a demand for content, such as "good quality", "natural production", to face those who focus on product quality consumers. Suitable for this positioning of the product is often very practical, must withstand the market test, to win the trust of consumers. such as robust pure water, "27-layer purification" so that consumers have a profound memory, enterprises demand the high standard of manufacturing products and technology is also the main content of quality positioning, reflecting the "工欲善其事, prerequisite" ideas. Zhejiang Secretary Net Culture Co., Ltd. although it is to do the cultural industry, but also pay special attention to product quality, only good products, in order to win the trust of customers. In the current operation of the company to improve product quality of service, I think that should be from the following two aspects to carry out the work: first, to grasp the quality of products, which requires enterprises to do a good job strategy, the introduction of a large number of talented people, only the ability to work strong talent to make good products, there is to do the supervision of product quality, When anyone has made a mistake, this needs the quality Supervision Organization to make timely supervision review and timely correction, so as to make excellent products; second, to do a good job of product after-sales service, any product is difficult to meet the needs of customers perfectly, do a good job of product after-sales service, product tracking service, In accordance with the requirements of customers to improve the quality of products in a timely manner so as to meet the requirements of customers to maximize customer satisfaction.

2, the concept of enterprise positioning

Enterprise concept positioning is the enterprise with its own distinctive characteristics of the business philosophy and entrepreneurial spirit as a brand positioning appeal, reflecting the intrinsic nature of the enterprise. World Brand Laboratories believe that if a business has the right corporate purposes, good mental outlook and business philosophy, then, enterprises adopt the concept of positioning strategy is easy to establish a public goodwill to the corporate image, to enhance the value of the brand, Everbright brand image. such as "BM is the service" is the United States IBM's slogan resounded through the world, is the essence of IBM's business philosophy; Jinwa's "dedication of quality nutrition, care for children's long-term physical and mental health", so that parents feel jinwa is a sense of responsibility and love of the brand, so jinwa to produce identity Zhejiang Secretary Net Culture Co., Ltd. as a service-oriented enterprises, it is necessary to think of customer service to create the concept of enterprise brand, such as enterprises now launched the brand advertising "Zhejiang Secretary Net, your online secretary", in the future to more from this aspect, to build the brand of enterprises. Specific approaches should be developed in the following areas: ① for reference to the successful enterprise concept positioning strategy, such as some of the above enterprises, do a good job of the core content of their own ideas, and in line with the concept of enterprise, profound, catchy advertising language to do propaganda, so that the core concept of enterprise in-depth customer's heart; ② Design novel , embodies the core concept of Enterprise Services logo advertising. ③ according to the service direction of the enterprise to do a good job of cultural propaganda, since the company is to do cultural products, from the cultural product characteristics and in essence to do a good job in the culture of the core content, so that potential customers can easily understand the focus of service and product characteristics.

(iii) Customer service strategy in brand marketing of company website

In the network age, the establishment and consolidation of customer loyalty is crucial to the development of enterprises. Customer loyalty can reduce the cost, focus, establish a good image and eliminate the negative impact of information transparency. And the cultivation of customer loyalty can not be separated from the service quality of enterprises, from the needs of customers in good faith for customer service, in order to obtain customer trust and loyalty, so the current business situation, I think should be from the following several aspects to formulate the enterprise's customer service strategy, thus establishing a good image of the enterprise.

1, the establishment of consumer databases, and often communicate with customers

In general, businesses lose half their customers every five years. Internet marketing has a big advantage is that companies do not have to spend a lot of money to improve customer loyalty. With the help of network technology enterprises can establish the customer data database, will have purchased the Enterprise product customers, as well as future potential customers to buy products related to information, into the enterprise database, through data mining technology, to explore the consumer demand and consumer psychology. such as customers to repeat the statistics and measurement, customer purchase motives of the investigation and analysis, is the repeated purchase of enterprise products, the number of customers and the number of times to establish a regular monitoring system, and can be analyzed at any time. Network Marketing Enterprises must always understand why customers come to buy goods, so as to target the adjustment of their products, services and promotional methods to better adapt to the real needs of targeted customers, cultivate customer loyalty. Then according to the majority of customers or high-quality customers to adjust the main purchase motivation of the enterprise's products, services or promotional strategies, so that the products and services can truly meet the needs of customers. In this way, enterprises and customers can form a good partnership, to promote the enterprise customers become loyal customers. Zhejiang Secretary Net Culture Co., Ltd. in this regard is still relatively successful, through the collation and comparison of some materials and some Web site management experience at home and abroad, enterprise managers know the importance of mastering customer data information, and each customer has detailed data record, which will be sorted out the latest information of customers at all times. So as to ensure that each customer needs to get the maximum satisfaction.

2. Design business process from customer's point of view

Many business design business, generally from the perspective of internal processes, and not from the customer's point of view, although the cost reduction, but did not improve the operating income. Therefore, when considering customer service strategy in the network age, we should not confine ourselves to the traditional enterprise framework, but should think from the customer's point of view. When a customer contacts you through a website, it may cross departmental lines and force you to modify the organizational structure and business processes of the enterprise. In this regard, Zhejiang Secretary net in order to better serve customers, to a certain extent, the cumbersome process structure, so that customers can directly communicate with managers, so that customer demand information can be timely feedback to the relevant responsible personnel to reduce business processes, improve the efficiency of the purpose.

3, the implementation of membership system

Affiliate marketing, also known as club marketing, refers to organizing customers into membership groups or clubs and building customer loyalty by strengthening internal contacts. Membership Marketing is a very successful way to cultivate customer loyalty, the gist of this is to organize a group of people with common interests or consumption experiences by giving them additional benefits (such as discounts, gifts, activities, etc.), so that they can not only enhance their communication with the enterprise, but also share the consumer experience with other members. Over time, this organization will enable members to have a sense of participation and belonging, and then develop into customer loyalty. From the secretary of Zhejiang Network, the beginning of the implementation of the membership system, members can enjoy the ordinary customers could not browse the information, and enjoy the service better. At present, there are some areas need to improve, such as regular communication with members, and further, is to master the personal information of members in the holidays or for some members of the special day, should send blessings and greetings, can do so perfect.

(iv) company website brand Marketing promotion strategy

1, the use of traditional media to promote the brand self

Enterprise Portal Use Network to disseminate the image of the advantages of the site is very obvious, its spread of fast and interactive advantages are often unmatched by other media. But at the same time, he also has his own weaknesses, such as the amount of network information is too large, so many customers can not quickly find the portal page, including many of the site's image ads are submerged in the vast ocean of information. Therefore, the enterprise must use the traditional media to strengthen the website address and the website image propaganda, for more customers to provide the website to find the service the convenient way. such as through the payment of newspapers, radio, television and other traditional media to disseminate information, publicity enterprise website. The concrete to Zhejiang Secretary Net Company's own situation to see, should choose in the local DV magazine to carry out the brand advertising, this is because the local DV propaganda industry is relatively developed, and the cost of advertising is not very large, in view of the company is still at the initial stage, the choice of this way, not only to achieve publicity results, And can save costs for the enterprise. In addition, appropriate consideration could be given to the promotion of some local newspapers, for example, in Wenzhou City newspaper and Wenzhou commercial newspaper advertising, the choice of Wenzhou City newspaper is mainly because it in the local circulation is larger, so that advertising publicity, the audience wide, and the choice of Wenzhou business newspaper its basis is targeted, Business newspaper should be the best propaganda platform for newspaper commercial advertisement, so that advertising publicity has the goal, is a good way to improve the volume of business.

2, through the network media to promote brand self

(1) with the search engine to improve the visibility of the site

According to the China Internet Information Center survey, 82.2% of netizens are using search engines to learn new sites, so corporate portal brand promotion can be the search engine landing and bidding rankings as a starting point and focus. Through search and search engines, users can also enhance the core competitiveness of the site, in the network to win the advantages of promotion. The use of search engines mainly from the following several ways to enhance the site's brand effectiveness. ① sponsor: Mainly Google as the representative, is by advertisers to buy with their own enterprise products and services related to the keyword, become a search engine "sponsor." When the keyword input by the information searcher matches the keyword chosen by The Advertiser, the advertisement is presented to the user, and the searcher is a potential user interested in the product or service. ② Price ranking: China's Baidu as the representative. The so-called price ranking, is through to the search engine to buy products that belong to the Enterprise keyword, that is, the specific name of the product or service, if a number of enterprises at the same time bidding for a keyword, the search results in accordance with the level of each click of the bid to sort. ③ Self-service: An enterprise can study the search engine algorithm mechanism, through the Enterprise Web page optimization, establish links, information release and other free ways to improve the site in the major search engine return page ranking. However, this needs to be based on strong network technology, if follow its principles, through a certain method, according to a certain procedure, procedures, the use of some skills is completely able to make their own corporate web site, do not need to search engine companies or search engine marketing companies to pay.

Through the comparison of several search methods of the above search engine, combined with the specific situation of Zhejiang Secretary Net Culture Co., I think that the company's search engine should be promoted from both the sponsor and the self-service type, which is based on the following: ① sponsor can lock an area, Zhejiang Secretary Net Culture Co., Ltd. the current service area is mainly for customers in Zhejiang area, in this way, there is a better direction and purpose, publicity will be more prominent; ② self-help style of the benefits of the network can be achieved free of the propaganda effect, Zhejiang Secretary Net Culture Co., Ltd. itself is to do network services, In the Network technology Development research has certain superiority, may through the company technical personnel some development innovation for the enterprise in the search engine to make the free brand promotion. In order to save the company's advertising costs, to achieve the effect of the birds.

(2) through the provision of links to promote the website brand image

The resource cooperation between websites is also an important way to promote each other, the simplest way of cooperation is to exchange links. The exchange link itself is a commonly used website promotion means, the exchange link can obtain the visit quantity, increases the user to browse the impression, adds the superiority in the search engine rank, through the cooperation website recommendation increases the visitor's trustworthiness and so on. The more opportunities to be linked to other sites, the more conducive to the promotion of their own websites. Especially for most small and medium-sized websites, this simple promotion means is a commonly used, and very effective method. Find some complementary sites with your site and ask the other side to exchange links, the most ideal link is those with your site access to traffic is equivalent to the site. The traffic is too large for the webmaster to deal with too many interchange links invitation, it is easy to ignore you, so smaller sites can also be considered. The interchange link page should be placed in the remote area of the site, so that your site visitors will quickly lead to other people's site. In the case of Zhejiang Secretary Net, can with similar like Wenzhou Secretary Net, Chinese Secretary NET, Hangzhou Secretary net and so on has carried on the friendship link, but also may with some visits the quantity to be bigger such as hao123, Baidu and so on portal page carries on the link, enhances the customer visit quantity. However, the exchange of links in the marketing approach has its advantages and must have its drawbacks, which requires staff in the selection of links must be carefully deleted.

Based on the in-depth analysis of the development and management of the Enterprise Portal, this paper analyzes the brand marketing strategy of the Enterprise Portal by taking the example of Zhejiang Secretary net of the entity enterprise. The innovation of the article is to start from the reality, always take the customer service as the basic point of the marketing strategy, so as to avoid the vague description of the theory, some of the Enterprise Portal site brand marketing strategy to make some obvious reference. Of course, from the essence of marketing, it is only a means, and can not guarantee its final results. Furthermore, the Enterprise Portal cannot expect to be like any other portal site, to more entertainment and popular columns to attract popularity, thought to be a representative of the industry site, so only in the high professional level, high content of effective information on the issue, so that the content of information to attract viewers, so that its more resident site. Enhance the core competitiveness of their products and customer service quality, is the best way to secure the brand image of the site, in order to make the site to achieve sustainable and effective development. Throughout all kinds of brand marketing strategy is just a propaganda situation, can not fundamentally change the site of a brand image, only a reasonable site structure, attractive content, excellent product quality in addition to the appropriate marketing strategy is the perfect combination.