Separate individual domain name must be careful

We focus on analyzing the importance of the domain name.

As an information service company, the division of individual domain names must be careful, because the site's visibility is the value of the site. Otherwise, the value of a brand name condensed by a single domain name is even higher than the scattered website reputation. We see YAHOO, its service is actually very diverse, related to the search, network services, e-commerce, financial information, news, etc. However, it always stick to a YAHOO.COM. However, in the domestic website, the original means of service has always been monotonous, but also must disperse the attention of visitors to engage in more than one domain name. In the end, not only has it not achieved the scale effect, but it has given people too little sense of content. The so-called thankless task is the best footnote in this situation.

8848.net guilty of this problem, since the beginning determined to become a "digital peak", so why disperse the domain name 8848.net this site showed thin? Other domain name is a member of the site, with some loyalty spending in the past Who gather, but since we must put aside the constraints of a small circle to become a real "digital peak", then why not learn from Sina? When Sina reluctantly throw away the name srsnet.com, all turned sina.com.cn, I Feel an extraordinary courage.

Another error is the same content site multi-domain operation. Such as Netease company, nease.net the name accompanied by more than 20,000 individual home page propaganda suddenly famous, which is a rare asset. However, Netease launched netease.com's domain name without any other special reason, and at some time even moved the name to 163.com. In this way, to NetEase there are three signs. This is not only unnecessary, but also shows the decision-making hesitation, not decisive personality. Because nease.net owns a lot of famous personal homepage, so its name is not like Sina can say change, it involves a lot of things. So I think Netease should decisively the name nease.net dedicated as a personal home page server used to netease.com as the main site for a variety of information sites. And 163.com now seems not necessary to use, unless there is a network of business needs in the future.

From a consumer psychology point of view, a brand must be emphasized from the very beginning, rather than play down. Only after the enhancement has reached a certain level can the domain name management be separated according to product and market segmentation. In other words, Web-based commercial sites, at the outset, can not adopt this method of decentralized domain names. Unless it is a large amount of money that is initially available when entering the market, enough for trial and error on the web. Then, you may wish to use individual domain names to spread the risk and test market demand, ability to accept.

"It depends on you" - a single domain name

Putting products under the same domain name in the form of a directory is the domain name decision most businesses adopt today. This homepage is generally not very good looking, but very effective, easy to attract, can arouse the decision of people to browse regularly bookmarked.

The biggest advantage of this decision is to make the company a strong sense of the whole, easy to promote the overall market share of the company's credibility. In other words, as long as a single brand has gained enough market trust, then almost all product marketing efforts have been victorious.

As a website, because under the same domain name, regardless of different positioning and different styles of home page production, site construction savings can be saved, both for management, but also facilitate the promotion and publicity. This is why most businesses adopt such domain name decisions.

The disadvantage of a single domain name decision-making is the lack of individuality, it is difficult to emphasize an independent brand, it is difficult to subdivide the different levels of the market. And, when a company's branded product is screwed up in the marketplace, such a site can hurt other products because of the bad reputation of the product.

A single domain name family brand similar to the unified brand name decision-making, the overall product quality management should be relatively average. If the company's products according to different market demand and the development of low-quality, low-priced products and high-quality, high-priced products and other different categories, then the use of a single domain name is not appropriate enough. For example Parker pen has always been a symbol of identity, the use of high-end strategy; Later, in order to meet the needs of the market to lower the price line, it should be for a brand promotion, but unfortunately not. As a result, Parker pen's identity so destroyed by the company itself. In the network services, there will certainly be different levels of market segmentation. Then, web sites such as premium business clubs can not be the same as web addresses of the general community, or their brand quality distinctions can not be expressed. For the general community is no difference, for the senior club users, but it is the absolute loss of trust.

As we all know, in the marketing plan will inevitably hype, and speculation is a high-risk decision-making. Once inadvertently, not only difficult to get the visibility, but will make the market space previously laid hard to discard more than half. As a site manager with a scattered domain name, it is OK to use hype to increase one of the brands. However, companies that use a single domain name must weigh the gains and losses repeatedly when conducting market speculation, and take the time to adopt a sound marketing plan.

Almost all firms are well-suited to take such decision-making adaptations. The problem is that it is hard to achieve the surprising goal of victory. If the company's products are made by different economic entities, such as branch offices, And collective planning to cause confusion. So a single domain name is more suitable for the steady development of enterprises, the longer history of the market and single-entity companies. However, any company that has just started to enter the online market, regardless of its original domain name strategy, must start around a domain name. One to easily enrich the site content, quickly hit the fame, focus on publicity effect, and secondly to adapt to market demand, test consumer reaction. It goes without saying that a single domain is best able to show a clear market response and the easiest to adjust.

"Your name and my last name" - the third level domain name

In the domain name is reflected as: product name. Enterprise name. Com this form, is the so-called "third-level domain name." Technically speaking, such domain name use is almost costless. When buying a domain name from INTERNIC, the prefix of company name .com is the same as the name of the following directory name, but the setting method is different. This method is most suitable for companies to use when the introduction of new products, both through the credibility of the company to promote the marketing of new products, but also that the individual products to test the market response, and then determine whether the brand should be independent.

In terms of psychological acceptance by consumers, third-level domain names appear to be more authoritative than catalogs. Although the input words are the same for the words "product name. Company name .com" and "company name .com / product name" The relative independence of the domain name is relatively strong, you can play a solemn effect, to show the company's emphasis on this product.

In addition to launching new products, it is still another usage that is being used by information service companies at most when companies have more services and adhere to a single domain name. Such as YAHOO company, their default search index appears as a directory, and other services are used to express the third level domain, such as dailynews.yahoo.com yahoo company's own news service site, and yahoo.com/ news Here is the role of its search engine, indexing other news sites.

Advantages of using a third-level domain name a lot of its drawbacks is to require a separate DNS server, and then the memory of the psychological requirements of consumers, requiring consumers to know the company name, you must know the product name. Therefore, the third level domain name is rarely used for direct advertising, but as an emphasis of the main part of the site exists. For companies engaged in information services, the use of service items plus website brand naming can show the company to some extent, "a key, pluralistic" attitude, but it must be controlled and can not be abused.

NetEase is doing better in this regard, for search engine yeah.net this site, its third-level domain name as a mnemonic domain for individual users, it is indeed very appropriate. The nease.net name as the main information service website, the third-level domain name as a different service products to be strictly controlled, does guarantee the overall quality of its brand feel.

Nowadays, many websites offer third-level domain names for free. As a result, some companies like to use free third-level domain names as their websites when they do not have their own web hosting. We can see many small business card printed on the company name ".yeah.net" such an address, there are articles relatively harshly put this situation and "my company office in Central Park third free stool" Equivalent. In fact, do not have to be so demanding, the company address temporarily placed on the free home server, the actual is just equivalent to temporary rental office only. When we enter a commercial building and see a pigeon cage like writing room, do not think they are how shabby, and send a free third level domain name and not much difference. However, if a business itself is engaged in information services, then the company is committed to a taboo under the free third-level domain name. That is just a shell company.

We have two idioms: "Do more with less" and "Do more with less" and have the same number of words and the same four words. However, their meaning is greatly different because of their different positions. Clever use of domain names and directories in different locations, many times can produce such different effects.

The importance of the domain name without proof, but how to use the domain name is very particular about. It is certainly unwise for an enterprise to persevere in sticking to a domain name. Ignoring the importance of domain names or using domain names indiscriminately, however, it also shows the ignorance of the corporate image system. From another perspective, sometimes giving up a planned controversial domain name instead can get a new success, and determining a website brand, how to use the domain name is already a subject of enterprise resources.

The author of www.den123.cn China classified information network, rumored to speculation 50,000 yuan do not know if it is really fake trouble please say, the rice well I also want.