After all, the enterprise website is different from the professional ICP or portal website, it is impossible and not necessary to be small and complete, each enterprise has its own specific product/service, the content of the website should be set around the core business of the enterprise。The corporate website should not be just a decoration, the website is the most useful marketing tool。Of course, only under the premise that the website can meet the needs of users, the marketing function of the website can really play a role。So what information do users need？ 　　

        This problem is the first thing that website planners have to consider, first of all, must analyze what the possible visitors are, and then design the relevant content in a targeted way, so that it can be targeted。In general, there are several categories of main visitors to a corporate website, namely: direct users, distributors, equipment and raw material suppliers, competitors and so on。The first two types of visitors are the company's current users and potential users, and are the ones that the website content should focus on meeting。As for suppliers, in addition TO those comprehensive e-commerce websites with B TO B functions, most of the information publishing based corporate websites rarely take into account, and therefore, it is not the focus of the general corporate website。As for competitors, the purpose of visiting is nothing more than to understand the new trends of your company, or how the level of website design is, whether there is something worth learning from, in this regard, the release of relevant content should be given appropriate "precautions", rather than let competitors return with a full load。 　　

        Since the company's existing users and potential users are the focus of the website, it is necessary to carefully analyze what information they need。Take a television manufacturer for example，There are several purposes for a user/potential user to visit a company's website: to see what new products are available, to compare the performance and price of different specifications of products, to compare with similar products of other brands, to check local sellers and warranty addresses, etc.，If you can order online，Users naturally want information about this as well，Such as ordering methods, payment methods, delivery time and costs, return and exchange policies。Therefore, this content should be the focus of the website。 Found in a survey conducted by IRI，At present, the promotional information and promotional means on the enterprise website can not meet the expectations of users，About half of the users surveyed (55%) said they would like to receive free samples from the websites they visit，And coupons (48%)，However, 22% of sites offer free samples，Sites that offer coupons account for only 19%。It seems that in the development of online promotion, there is still a lot of potential for corporate websites。 　　

        IRI's research shows that the more valuable information manufacturers provide on their websites, the more effective their investments are。There have been a number of companies and analysts who have touted the value of building web communities，But research shows that，Consumers don't visit manufacturer websites for community，If you want to get involved in the community，There are more professional communities online，Corporate websites should focus on the most basic content，To provide users with detailed product information and convenient contact information，Intensify publicity and promotion efforts，And collect feedback on product satisfaction and customer needs。 　　

        In addition, the enterprise website is not only an effective marketing tool, but also an effective way to obtain user demand information, for their own enterprise users to carry out online surveys, collect user feedback information, has an important reference value for the development of marketing strategy。However, many corporate websites waste this good research opportunity。Although 74% of users surveyed said they were willing to provide feedback on their product satisfaction on their website, and 50% of users were willing to answer questions about their product needs and preferences, only 38% and 31% of sites offered these two types of surveys, respectively。 The above analysis of the enterprise website construction part of the important content, some of which are many well-known enterprises in the establishment of network brand and network marketing has been tried and successful experience, it is worth our planning and management of their own enterprise website reference and reference。

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