Small problem can also be a masterpiece--the application of special website in enterprise marketing

The so-called special site, refers to the public concern about a subject matter or activities and separate open up the independent web page or site, more commonly seen in the portal site. such as a fiery "super Girl", "World Cup" and so on. Through the establishment of a special website, can attract the public attention, prompting the visitors to discuss participation, so as to enhance the popularity of the site, and competitors differentiated.

Enterprise Web site is the "façade", its role is to display the corporate image, and target customers to interact. However, the company's Web site by the column planning, interface design, functional structure and other limitations, it is difficult to according to the various stages of enterprise marketing strategy to cooperate, personalized customization. In this case, the Enterprise special website came into being.

Different from the topic of the portal site, the enterprise's special website has its business objectives. Enterprise Special website is not only to attract the attention of the public, but also need to enhance the visibility and reputation of enterprises, improve product sales, to achieve its marketing purposes. Generally speaking, the Enterprise topic website has the following two kinds of types:

1 Activity website. A special website built around a marketing campaign. The aim is to promote the product sales through the promotion of activities. such as the United States of the Smart Kitchen Theme website (http://www.midea.com.cn/midea2005/cookoff/) is around the United States sponsored CCTV "Smart Kitchen" competition and launched.

2 Product website. A special website built around a product. Through the comprehensive promotion of product characteristics, to give consumers more in-depth understanding. such as Nokia, Motorola and other products, in the new product listing, often will launch a matching product feature website, so that consumers can be the first time to understand the characteristics of new products.

The characteristics of Enterprise special website
1, the theme is clear, the purpose is definite. The special website must be "set up by the problem", so it is important to highlight the theme in the website, which is closely related to the theme activities.

2, small and flexible, various forms. Put aside the shackles of the corporate web site, the theme of the site can fully reflect the personalized and creative, around the topic activities, in the form of expression and interactive function more rich, video, animation and other multimedia elements of the full application, can attract more eyeballs, attract users to participate.

3, the timeliness is strong, the renewal is quick. Since the topic Web site is for an activity or a product, when the end of the event or the end of the product promotion period, the task of the theme site is completed, the new round of the topic on the stage. Constantly updated site topics, to provide customers with a steady stream of freshness and affinity. Conversely, let the customer feel the enterprise changes too little, lack of vitality.

4, can be promoted alone. Because the topic website is relatively independent, may carry on the network independently. Through the topic website and the Enterprise website link, Vitalize, promotes the browsing quantity for the Enterprise website.

Second, the role of corporate special website
1, promote the enterprise market promotion activities
Special site performance of various forms, rich in content, low cost, has become an indispensable enterprise marketing activities of the dissemination of the carrier. Through the promotion of the special website, can in the shortest time for the enterprise market activities gathered popularity, enhance the user's participation degree.
Typical examples such as the Mengniu sponsored "Super Girl" competition, through the spread of the network, for the rapid accumulation of the game a large number of participants, called the city's hot topic for a while.
In order to cooperate with Bo-Rou "Asia's top salon flat" activities launched by the theme website (www.beaver.net.cn), less than a few days time, attracted a large number of applicants, for the enterprise saved a lot of publicity costs.

2, to expand the impact of new products listed.
Product Theme Web site can be animated, multimedia and other demonstrations, the characteristics of products, selling points to carry out a comprehensive referral, so as to establish consumer awareness of products to promote product sales.
Not only that, in the product has not yet been launched, through the product feature site advance promotion and pre-sale activities, can allow consumers to launch a new product full of anticipation, so that when the launch of the purchase boom.

3, pull into and consumer distance
During the Mid-Autumn Festival, the Spring Festival, the Olympic Games and other major festivals or major events, the launch of a special website for consumers to send blessings, to provide relevant concessions and services, so that consumers feel the love of enterprises, enhance the reputation of enterprises.
315, Consumer Rights Day, enterprises and consumers are very concerned about the day. In order to repay the beauty of the brand's old customers, the United States in 2006 315 launched the Network award-winning essay activities, so that consumers through the site submitted with the United States brand-related articles, the selection of related awards. Through the theme of the site's promotion, strengthen the United States and the old customer's feelings, improve the beauty of the brand reputation.

4. Promote the construction of enterprise culture
For the enterprise internal culture and set up the special website, can let the staff enthusiastically participate in, enhances the staff sense of belonging, enhances the enterprise cohesion.
The United States group has 70,000 employees, located in various regions of the country. In order to improve the cultural exchange of enterprises, the United States of the Group original Literature Competition Special website launched (http://www.midea.com.cn/wenxue/), all over the staff can submit their works through the network, the entries to vote. Network platform has become an important platform for employees to communicate and strengthen the cohesion of enterprises.

Third, the promotion of Enterprise special website
Because the topic website has its marketing goal, should give full play to its function, must also combine the network media to carry on the pertinence promotion.

1. Select the network media according to the theme of the activity.
Bo Rou is an international hairdressing organization, in order to tie in with its marketing activities to build the "top 2006 Asia Salon Assessment" activities set up a special website, combined with "beauty salon" theme, the site selected in the industry has the influence of "Ruili, fashion" and other sites to put ads, less than a few days to attract a large number of applicants, caused wide repercussions.

2. Select the network media according to the website Target crowd.
Different brands, products have their target consumer groups, for different consumer groups, choose the appropriate network media and communication methods. Could bring a better dissemination effect to the topic.

3. Select the network media according to the activity location.
For some regional brands or products, select the most influential network media in the region to ensure user concentration.

4, according to the activity content, chooses the search engine promotion.
For certain periods of longer, broad coverage of activities, can also be based on the theme of the activity and user search habits, the use of search engines to promote.

(Author: Li Thifen.) Guangzhou Rui Qi Network www.reachnet.com.cn planning Director, hope and industry peers to explore the network marketing perspective, common learning progress. Contact: qq:1857598 msn:atwoa@hotmail.com Mail: cuicui@reachnet.com.cn