浅析淮安鼎际电子商务有限公司网站推广方式及策略
摘要：如今电子商务行业的发展之快超乎我们的想象。江苏淮安位于江苏北部地区，我们通过对淮安鼎际电子商务
有限公司的探访及研究，大致了解了淮安鼎际电子商务有限公司对于网站推广的规划、公司运营管理的状况以及各
岗位员工分配的情况，以此对淮安鼎际电子商务有限公司的网站推广策略进行探讨并给予建议。
关键词：电子商务行业；网站推广；淮安市
On the promotion mode and strategy of Huaian Dingji ecommerce Co., Ltd
Abstract: Nowadays, the development of e-commerce industry is faster than we expected. Huai'an, Jiangsu Province is
located in the northern part of Jiangsu Province. Through the visit and research of Huai'an Dingji e-commerce Co., Ltd., we
have a general understanding of the planning of website promotion, the status of operation and management of the company,
and the distribution of employees in each position of Huai'an Dingji e-commerce Co., Ltd., so as to discuss and build the
website promotion strategy of Huai'an Dingji e-commerce Co., Ltd Discussion.
Keywords: E-commerce industry; website promotion; Huai'an City
一、 绪论
（一）研究背景及意义
本次选题的意义就在于，以淮安鼎际电子商务有限公司为例，研究现代企业是如何
通过电子商务平台的实行网站推广，从而实现企业以及该行业的发展。本文将浅析淮安
鼎际电子商务有限公司的网站推广方式及策略从而帮助该公司找出更适宜的发展方向。
（二）研究内容和方法
本次课题研究的内容为如何做好企业网站推广，要解决的问题是怎样帮助该企业更
好地实现网站推广，本课题研究的预期目标为帮助该企业找到较之前更优的网站推广方
式及策略。本文的研究方法为先分析淮安鼎际电子商务有限公司现有的公司网站推广策
略，并指出其现今推广策略的存在的问题，且根据出现的问题提出相应的建议。
（三）国内外研究现状
目前随着国内“一带一路”建设的全面推进，跨境电商网站的推广成为许多外贸公
司亟待处理的事情。那么我们在“一带一路”沿线国家推广跨境电商网站时，就应该综
合考虑经济实力不同的国家的互联网发展状况、公司成本的预算等因素，选择价格低且
成效好的网络推广方式。[1]当前国外也正积极响应并与国内大中小企业合作并推广。国
外网站推广也有较为成功的案例，比如亚马逊、eBay 等知名企业也在全球电子商务发展
的早期发展并崛起，也正与国内公司与平台积极合作当中，以此实现共赢的目标。
目 录
摘要、关键词·······················································································1
一、绪论·····························································································1
（一）研究背景及意义········································································1
（二）研究内容和方法········································································1
（三）国内外研究现状········································································1
二、电子商务公司网站推广理论·······························································2
（一）按网站推广范围划分··································································2
1．公司网站对外推广 ···································································2
2．公司网站对内推广 ···································································2
（二）按公司投入方式划分··································································2
1．公司付费进行推广 ···································································2
2．公司选择免费推广 ···································································2
（三）按网站推广渠道划分··································································2
1．进行线上推广 ·········································································2
2．进行线下推广 ·········································································2
（四）按推广目的划分········································································2
1．进行有效的品牌推广 ································································2
2．通过提升网站流量进行推广 ·······················································3
3．通过提升公司销售额进行推广····················································3
4．通过增加会员注册量进行推广····················································3
5．进行其它方面的推广 ································································3
三、淮安鼎际电子商务有限公司网站推广的现状 ·········································3
（一）淮安鼎际电子商务有限公司的网络营销策略 ···································3
1．网络营销战略整体规划 ····························································3
2．致力于建立营销型网站 ·····························································3
3．公司形象概念以及传播内容的规划··············································3
4．部门整合传播推广内容 ·····························································4
5．通过公司相关数据观察实现运营·················································4
（二）淮安鼎际电子商务有限公司的网站设计形式 ···································4
1．公司网站首页设计 ···································································4
2．公司网页图片及产品图片设计····················································4
（三）淮安鼎际电子商务有限公司网站初步推广的选择方式 ·······················5
1．通过电子邮件推广 ···································································5
2．公司相关信息发布推广 ·····························································5
3．通过病毒性营销推广 ································································5
4．通过网络广告推广 ···································································6
（四）淮安鼎际电子商务有限公司网站中期推广方法 ································6
1．通过 SEM 方式进行推广 ···························································6
2．通过 SEO 方式进行推广····························································6
3．通过 SNS 方式进行推广 ····························································7
4．通过 SMM 方式进行推广···························································8
（五）淮安鼎际电子商务有限公司网站后期推广策略 ································8
1．通过提升公司销售额进行推广····················································8
2．通过提高 PR 值进行推广···························································9
四、淮安鼎际电子商务有限公司网站推广策略存在的问题 ·····························9
（一）其它页面设计不合理··································································9
（二）后台运营管理不全面································································10
（三）推广后期缺乏创新思想·····························································10
（四）发送的推广邮件过多································································10
（五）对搜索引擎的注册草率了事·······················································10
五、给予淮安鼎际电子商务有限公司网站推广的建议 ·································10
（一）公司可以聘请专业人员协助推广 ················································10
（二）公司人员在推广时应具备创新意识 ·············································11
（三）公司应选择稳定的服务器供应商 ················································11
（四）公司应重视搜索引擎的注册·······················································11
（五）公司应合理设计网站页面的图片容量 ··········································11
六、结论···························································································11
参考文献···························································································13
参考文献
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