Make a real "brand website".

Most enterprise websites are just information publishing platforms: internally, they are helpful for enterprise management, and externally, they are windows for displaying enterprises and their products and services; Or add e-commerce function modules to better promote sales. However, do such websites really support the spread and deepening of brands? Now there are some well-done brand websites, such as Coca-Cola, Nike, ivillage and so on. They have made progress in website interaction and their page design is more attractive. However, its essence has not changed much, which is nothing more than weakening the enterprise and taking the brand as the direct carrier of the enterprise website. Because they haven't fully served the brand, for the sake of explanation, we refer to these traditional websites as corporate websites to distinguish the concept of "brand websites" that we put forward.

Brand communication should be oriented to all stakeholders: from internal employees to external consumers, from upstream suppliers to downstream customers, from relevant government agencies (industry and commerce, taxation) to other social organizations. Xxxx brand is like living in a big ecological circle. We should make use of all available resources, integrate all relevant information, consistently build brands and build XXX brand assets.

Therefore, the idea of building XXX brand website is put forward. The website broke away from the traditional enterprise website mode and created a brand-new brand operation concept.

Do well the network marketing of XX website and cooperate with the overall brand marketing strategy to achieve the purpose of deepening brand communication.

The development of network has opened up a new way for brand integration and communication.

The biggest advantages of network resources are speed, convenience, low cost, high efficiency and interactivity. Nowadays, there are more and more people surfing the Internet, and the information is widely disseminated and fast-we can make full use of these characteristics to serve the brand.

Xxxx brand website embodies the core value of the brand through its unique website style and outstanding column content. Through this brand communication-oriented network platform, visitors can experience and feel the atmosphere, gain perceptual knowledge of the core value of XXX brand, accept and identify with this value, and finally realize the influence on their consumption behavior in the real world.

Xxxx brand website mainly has the following functions:

1. Brand websites can enhance, expand and deepen brand image, value and extension.

2. Brand websites can provide interactive and friendly "customer relationship management", whether it is ordinary visitors, consumers or all links in the value chain of brand production and operation activities.

3. Brand website is the basis of online promotion and marketing. On the one hand, it can cooperate with marketing activities such as advertising, public relations and promotion in the offline field; On the other hand, the website itself is an interactive communication platform, and the feedback exchange between two activities can be realized on the website. Moreover, these activities should be based on the core values of the brand, so as to ensure the durability and consistency of the activities.

Through effective network marketing activities, XXX brand websites can achieve the above expectations, and can achieve the purpose of deepening brand communication faster than traditional methods.

The ideal brand operation should integrate all resources and information, take the brand core value as the basic point, and take the perfect embodiment of the brand core value as the target standard. Ensure the consistency and persistence of brand communication, realize the internalization of brands among consumer groups, finally gain market share, enhance competitiveness, and achieve long-term and stable development of brands.

Second, the ××× brand website network marketing overall planning scheme

1, website promotion plan

First, fully log in to the search engine:

Statistics show that 60% of the visits to the website come from major search engines, so it is the first step to promote the scientific login of the website to major search engines.

Description of method and description of effect evaluation

Google search engine website is based on search engine optimization (SEO) and Google keyword advertising.

Portal search engines Sina, Sohu, Netease and other portals recommend login and keyword advertisements.

Baidu bidding ranking participates in Baidu keyword bidding ranking and can be searched in popular keywords.