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当前位置:首页 > 服务项目 > SEO网站排名优化 > 企业开展网络营销失败的原因剖析

企业开展网络营销失败的原因剖析

据相关机构研究报告显示,我国网民早就突破了4亿大关,且年龄、学历结构向成熟化、低端化发展,同时根据业内相关数据显示,我国网民的网上购买能力也在逐 步提升。所以中国的互联网开始变成了一个越来越蕴含巨大的商机的市场,先嗅到商机的跨国公司早就在中国投资办厂。很多中小企业也意识到了网络营销的重要性,并卷入到了网络营销的大潮中,然而,一些中小企业网络营销的效果却十分差强人意,原因究竟何在呢? 今天,领城互动的网络营销工程师就一步步剖析这种现象的原因。

观念未更新,中小企业习惯于依赖传统媒体的宣传。

很多中小企业还不了解中国已经进入电子商务发展的春天,他们的推广方案还是局限在传统媒体中。报纸、电视等两类媒体,另外以户外广告辅助。然而,随着市场竞争的加剧,中小企业因为产品生产成本等主要 因素的制约,无论是产品价格、品牌推广以及后续服务等各个方面,都无法与大型企业相抗争,中小企业单独依靠传统营销模式只能举步维艰。他们没有意识到,网络营销已经成为一种低投入,高回报,覆盖面广,影响深远的高性价比推广方式。

  

一些没有经验的中小企业开展网络营销,常常会被忽悠,进入网络公司的圈套。据业内某机构调查:部分中小企业业主表示,曾经听从某些“网络营销专家”或"企业网络营销服务"公司 的建议,花巨资去建立了企业网站、办理网络实名以及中文域名、缴纳一些平台的年费、购买竞价排名等等。最终给中小企业却带来了寥寥无几的订单,甚至入 不敷出。究其根源,造成这种现象的原因主要是以下三个方面。

  

首先,追逐利益,部分某些网络营销服务公司夸大了一些投资的必要性和价值,误导企业为一些莫须有的服务付费。强大的“忽悠”能力让企业满怀希望的掏钱,给企业带来的最终收益 却远远低于期望值。例如那些网络实名和".中国"域名,的确有价值,但并非必不可少的一环;一些商业服务平台的年费,如果没有专人去负责更新发布信息,等 同于白白浪费;购买竞价排名等搜索营销模式,的确是见效最快的网络营销方式,然而盲目的购买高价关键词,最终只能造成恶性循环。不得不承认,搜索营销是目 前使用率最高的网络营销方式,也是目前中小企业最容易理解和接受的,但搜索营销并非只有竞价排名等模式,还有搜索引擎优化(SEO)。根据企业营销需求与 行业特性,选择合适的网络营销策略与方案,才能让营销投入物有所值。

  

其次,网建公司和企业自身的原因导致所建立的企业网站本身不具备理想的营销功能,既然没有营销功能当然卖不出产品。企业网站建设的投资是必须的,大 部分网络营销策略的执行都是以网站为基础进行。独立的企业网站是企 业网络营销的根本前提,如果没有独立网站,只完全利用一些商业服务平台开展网络营销会有诸多局限。企业上网不是摆设,而是要从中获得效益。网站设计不能只 求美观,盲目攀比,而是要根据企业经营的需要,建立符合企业行业特点的风格鲜明的网站。不仅要有怡人的外观,还要有完善的功能。可以实实在在为用户解决问题,提供便利。

  

最后,因为不懂营销,导致大部分中小企业都忽略了提高转化率才是增加订单的关键所在。他们片面的追求了访客,流量。被网络公司误导的观念根深蒂固。通过各种营销方式进行企业网站推 广,就算获取再大的流量,如果不能给企业带来客户订单,也是徒劳。商机转瞬即失。提高转化率,不仅有网站方面的问题,还有产品竞争力,售后服务等诸多方面需要考虑。但是最初的一步,就是建立功能完善的网站。


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页面Trace信息
当前页面 : /seo/201112/112.html
模板缓存 : C:\wwwroot\www.citycy.com/data/front/runtime/cache/351ab735e880a1dd5f3567d38b061acb.php
请求方法 : GET
通信协议 : HTTP/1.1
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会话ID : ndakrapdnr3bi1ir5ce03s3jf2
日志记录 : 61条日志
[ 2022-05-20T19:18:39+08:00 ] NOTIC: [8192] mysql_connect(): The mysql extension is deprecated and will be removed in the future: use mysqli or PDO instead DbMysql.class.php 第 62 行.
[ 2022-05-20T19:18:39+08:00 ] SQL: RunTime:0.000596s SQL = SHOW COLUMNS FROM citycy_category
[ 2022-05-20T19:18:39+08:00 ] SQL: RunTime:0.000111s SQL = SELECT `catid` FROM `citycy_category` WHERE `catdir`='seo' LIMIT 1
[ 2022-05-20T19:18:39+08:00 ] NOTIC: [8192] preg_replace(): The /e modifier is deprecated, use preg_replace_callback instead functions.php 第 118 行.
[ 2022-05-20T19:18:39+08:00 ] NOTIC: [2048] Only variables should be assigned by reference FbaseAction.class.php 第 68 行.
[ 2022-05-20T19:18:39+08:00 ] NOTIC: [8] Undefined index: forward FbaseAction.class.php 第 69 行.
[ 2022-05-20T19:18:39+08:00 ] NOTIC: [8192] preg_replace(): The /e modifier is deprecated, use preg_replace_callback instead common.php 第 79 行.
[ 2022-05-20T19:18:39+08:00 ] NOTIC: [8] Undefined index: userdata FbaseAction.class.php 第 105 行.
[ 2022-05-20T19:18:39+08:00 ] NOTIC: [8] Undefined index: userdata FbaseAction.class.php 第 105 行.
[ 2022-05-20T19:18:39+08:00 ] NOTIC: [2048] Declaration of ContentModel::add() should be compatible with Model::add($data = '', $options = Array) ContentModel.class.php 第 507 行.
[ 2022-05-20T19:18:39+08:00 ] NOTIC: [2048] Declaration of ContentModel::delete() should be compatible with Model::delete($options = Array) ContentModel.class.php 第 507 行.
[ 2022-05-20T19:18:39+08:00 ] SQL: RunTime:0.000573s SQL = SHOW COLUMNS FROM citycy_content
[ 2022-05-20T19:18:39+08:00 ] NOTIC: [8192] mysql_escape_string(): This function is deprecated; use mysql_real_escape_string() instead. DbMysql.class.php 第 400 行.
[ 2022-05-20T19:18:39+08:00 ] NOTIC: [8192] mysql_escape_string(): This function is deprecated; use mysql_real_escape_string() instead. DbMysql.class.php 第 400 行.
[ 2022-05-20T19:18:39+08:00 ] SQL: RunTime:0.000090s SQL = SELECT `cid` FROM `citycy_content` WHERE ( `url` = '201112/112.html' ) AND ( `status` = '9' ) LIMIT 1
[ 2022-05-20T19:18:39+08:00 ] NOTIC: [8192] mysql_escape_string(): This function is deprecated; use mysql_real_escape_string() instead. DbMysql.class.php 第 400 行.
[ 2022-05-20T19:18:39+08:00 ] SQL: RunTime:0.000126s SQL = SELECT * FROM `citycy_content` WHERE ( `url` = '201112/112.html' ) LIMIT 1
[ 2022-05-20T19:18:39+08:00 ] SQL: RunTime:0.000381s SQL = SHOW COLUMNS FROM citycy_content_article
[ 2022-05-20T19:18:39+08:00 ] NOTIC: [8192] mysql_escape_string(): This function is deprecated; use mysql_real_escape_string() instead. DbMysql.class.php 第 400 行.
[ 2022-05-20T19:18:39+08:00 ] SQL: RunTime:0.000118s SQL = SELECT * FROM `citycy_content_article` WHERE ( `cid` = '112' ) LIMIT 1
[ 2022-05-20T19:18:39+08:00 ] SQL: RunTime:0.000424s SQL = SHOW COLUMNS FROM citycy_model_field
[ 2022-05-20T19:18:39+08:00 ] SQL: RunTime:0.000080s SQL = SELECT `fieldid` FROM `citycy_model_field` WHERE `status`='1' AND `modelid`='1'
[ 2022-05-20T19:18:39+08:00 ] SQL: RunTime:0.000343s SQL = SHOW COLUMNS FROM citycy_content_tag
[ 2022-05-20T19:18:39+08:00 ] NOTIC: [8192] mysql_escape_string(): This function is deprecated; use mysql_real_escape_string() instead. DbMysql.class.php 第 400 行.
[ 2022-05-20T19:18:39+08:00 ] SQL: RunTime:0.000107s SQL = SELECT citycy_tag.name FROM `citycy_content_tag` LEFT JOIN citycy_tag ON (citycy_tag.tagid=citycy_content_tag.tagid) WHERE ( citycy_content_tag.keyid = 'c-112' ) ORDER BY citycy_tag.tagid DESC
[ 2022-05-20T19:18:39+08:00 ] NOTIC: [2] Invalid argument supplied for foreach() ContentModel.class.php 第 416 行.
[ 2022-05-20T19:18:39+08:00 ] NOTIC: [8] Undefined variable: value Field.class.php 第 199 行.
[ 2022-05-20T19:18:39+08:00 ] NOTIC: [8] Undefined variable: value Field.class.php 第 197 行.
[ 2022-05-20T19:18:39+08:00 ] NOTIC: [8] Undefined variable: value Field.class.php 第 197 行.
[ 2022-05-20T19:18:39+08:00 ] NOTIC: [2] strpos(): Empty needle ThumbField.class.php 第 21 行.
[ 2022-05-20T19:18:39+08:00 ] NOTIC: [8] Undefined variable: value Field.class.php 第 197 行.
[ 2022-05-20T19:18:39+08:00 ] NOTIC: [8] Undefined variable: value Field.class.php 第 197 行.
[ 2022-05-20T19:18:39+08:00 ] NOTIC: [8] Undefined variable: value Field.class.php 第 197 行.
[ 2022-05-20T19:18:39+08:00 ] NOTIC: [8] Undefined variable: value Field.class.php 第 197 行.
[ 2022-05-20T19:18:39+08:00 ] NOTIC: [8] Undefined variable: value Field.class.php 第 197 行.
[ 2022-05-20T19:18:39+08:00 ] NOTIC: [8] Undefined index: p FbaseAction.class.php 第 262 行.
[ 2022-05-20T19:18:39+08:00 ] NOTIC: [8] Undefined index: p FbaseAction.class.php 第 262 行.
[ 2022-05-20T19:18:39+08:00 ] NOTIC: [8] Undefined index: p FbaseAction.class.php 第 262 行.
[ 2022-05-20T19:18:39+08:00 ] NOTIC: [8] Undefined index: p FbaseAction.class.php 第 262 行.
[ 2022-05-20T19:18:39+08:00 ] NOTIC: [8] Undefined index: p FbaseAction.class.php 第 262 行.
[ 2022-05-20T19:18:39+08:00 ] NOTIC: [8] Undefined index: p FbaseAction.class.php 第 262 行.
[ 2022-05-20T19:18:39+08:00 ] NOTIC: [8] Undefined index: p FbaseAction.class.php 第 262 行.
[ 2022-05-20T19:18:39+08:00 ] NOTIC: [8] Undefined index: p FbaseAction.class.php 第 262 行.
[ 2022-05-20T19:18:39+08:00 ] NOTIC: [8] Undefined index: p FbaseAction.class.php 第 262 行.
[ 2022-05-20T19:18:39+08:00 ] NOTIC: [8] Undefined index: p FbaseAction.class.php 第 262 行.
[ 2022-05-20T19:18:39+08:00 ] NOTIC: [8] Undefined index: p FbaseAction.class.php 第 262 行.
[ 2022-05-20T19:18:39+08:00 ] NOTIC: [8] Undefined index: p FbaseAction.class.php 第 262 行.
[ 2022-05-20T19:18:39+08:00 ] NOTIC: [8] Undefined index: p FbaseAction.class.php 第 262 行.
[ 2022-05-20T19:18:39+08:00 ] NOTIC: [8] Undefined index: p FbaseAction.class.php 第 262 行.
[ 2022-05-20T19:18:39+08:00 ] NOTIC: [8] Undefined index: p FbaseAction.class.php 第 262 行.
[ 2022-05-20T19:18:39+08:00 ] NOTIC: [8] Undefined index: p FbaseAction.class.php 第 262 行.
[ 2022-05-20T19:18:39+08:00 ] NOTIC: [8] Undefined index: p FbaseAction.class.php 第 262 行.
[ 2022-05-20T19:18:39+08:00 ] NOTIC: [8] Undefined index: p FbaseAction.class.php 第 262 行.
[ 2022-05-20T19:18:39+08:00 ] NOTIC: [8] Undefined index: p FbaseAction.class.php 第 262 行.
[ 2022-05-20T19:18:39+08:00 ] SQL: RunTime:0.000107s SQL = SELECT * FROM `citycy_content` WHERE sort<1 AND catid=13 ORDER BY sort DESC LIMIT 1
[ 2022-05-20T19:18:39+08:00 ] SQL: RunTime:0.000090s SQL = SELECT * FROM `citycy_content` WHERE sort>1 AND catid=13 ORDER BY sort ASC LIMIT 1
[ 2022-05-20T19:18:39+08:00 ] NOTIC: [2] Missing argument 1 for Ad::__construct(), called in C:\wwwroot\www.citycy.com\include\library\ThinkPHP\Common\functions.php on line 259 and defined Ad.class.php 第 40 行.
[ 2022-05-20T19:18:39+08:00 ] NOTIC: [2] Missing argument 2 for Ad::__construct(), called in C:\wwwroot\www.citycy.com\include\library\ThinkPHP\Common\functions.php on line 259 and defined Ad.class.php 第 40 行.
[ 2022-05-20T19:18:39+08:00 ] NOTIC: [8] Undefined variable: type Ad.class.php 第 41 行.
[ 2022-05-20T19:18:39+08:00 ] NOTIC: [8] Undefined variable: setting Ad.class.php 第 42 行.
[ 2022-05-20T19:18:39+08:00 ] NOTIC: [8] Undefined variable: html Ad.class.php 第 136 行.
加载文件 : 76
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[1] => C:\wwwroot\www.citycy.com\define.php
[2] => C:\wwwroot\www.citycy.com\include\library\ThinkPHP\ThinkPHP.php
[3] => C:\wwwroot\www.citycy.com\include\library\ThinkPHP\Common\runtime.php
[4] => C:\wwwroot\www.citycy.com\include\library\ThinkPHP\Common\defines.php
[5] => C:\wwwroot\www.citycy.com\front\Conf\paths.php
[6] => C:\wwwroot\www.citycy.com\front\Conf\core.php
[7] => C:\wwwroot\www.citycy.com\include\library\ThinkPHP\Common\functions.php
[8] => C:\wwwroot\www.citycy.com\include\library\ThinkPHP\Lib\Think\Core\Think.class.php
[9] => C:\wwwroot\www.citycy.com\include\library\ThinkPHP\Lib\Think\Exception\ThinkException.class.php
[10] => C:\wwwroot\www.citycy.com\include\library\ThinkPHP\Lib\Think\Core\Log.class.php
[11] => C:\wwwroot\www.citycy.com\include\library\ThinkPHP\Lib\Think\Core\App.class.php
[12] => C:\wwwroot\www.citycy.com\include\library\ThinkPHP\Lib\Think\Core\Action.class.php
[13] => C:\wwwroot\www.citycy.com\include\library\ThinkPHP\Lib\Think\Core\View.class.php
[14] => C:\wwwroot\www.citycy.com\front\Common\alias.php
[15] => C:\wwwroot\www.citycy.com\include\library\ThinkPHP\Common\convention.php
[16] => C:\wwwroot\www.citycy.com\front\Conf\config.php
[17] => C:\wwwroot\www.citycy.com\data\config.inc.php
[18] => C:\wwwroot\www.citycy.com\data\config.cache.php
[19] => C:\wwwroot\www.citycy.com\front\Common\common.php
[20] => C:\wwwroot\www.citycy.com\front\Conf\routes.php
[21] => C:\wwwroot\www.citycy.com\front\Conf\tags.php
[22] => C:\wwwroot\www.citycy.com\include\library\ThinkPHP\Common\debug.php
[23] => C:\wwwroot\www.citycy.com\include\library\ThinkPHP\Lib\Think\Core\Model.class.php
[24] => C:\wwwroot\www.citycy.com\include\library\ThinkPHP\Lib\Think\Db\Db.class.php
[25] => C:\wwwroot\www.citycy.com\include\library\ThinkPHP\Lib\Think\Db\Driver\DbMysql.class.php
[26] => C:\wwwroot\www.citycy.com\data\cache\category_13.php
[27] => C:\wwwroot\www.citycy.com\include\library\ThinkPHP\Lang\zh-cn.php
[28] => C:\wwwroot\www.citycy.com\front\Lib\Action\FcontentAction.class.php
[29] => C:\wwwroot\www.citycy.com\front\Lib\Action\FbaseAction.class.php
[30] => C:\wwwroot\www.citycy.com\include\library\ThinkPHP\Lib\ORG\Util\Input.class.php
[31] => C:\wwwroot\www.citycy.com\include\Auth.class.php
[32] => C:\wwwroot\www.citycy.com\include\Act.class.php
[33] => C:\wwwroot\www.citycy.com\data\cache\front_act_cache.php
[34] => C:\wwwroot\www.citycy.com\front\Lib\Model\ContentextModel.class.php
[35] => C:\wwwroot\www.citycy.com\admin\Lib\Model\ContentModel.class.php
[36] => C:\wwwroot\www.citycy.com\include\Pager.class.php
[37] => C:\wwwroot\www.citycy.com\data\cache\model_1.php
[38] => C:\wwwroot\www.citycy.com\data\cache\modelField_1.php
[39] => C:\wwwroot\www.citycy.com\data\cache\modelField_2.php
[40] => C:\wwwroot\www.citycy.com\data\cache\modelField_4.php
[41] => C:\wwwroot\www.citycy.com\data\cache\modelField_6.php
[42] => C:\wwwroot\www.citycy.com\data\cache\modelField_7.php
[43] => C:\wwwroot\www.citycy.com\data\cache\modelField_8.php
[44] => C:\wwwroot\www.citycy.com\data\cache\modelField_9.php
[45] => C:\wwwroot\www.citycy.com\data\cache\modelField_10.php
[46] => C:\wwwroot\www.citycy.com\data\cache\modelField_11.php
[47] => C:\wwwroot\www.citycy.com\data\cache\modelField_12.php
[48] => C:\wwwroot\www.citycy.com\data\cache\modelField_13.php
[49] => C:\wwwroot\www.citycy.com\data\cache\modelField_14.php
[50] => C:\wwwroot\www.citycy.com\data\cache\modelField_15.php
[51] => C:\wwwroot\www.citycy.com\data\cache\modelField_16.php
[52] => C:\wwwroot\www.citycy.com\data\cache\modelField_20.php
[53] => C:\wwwroot\www.citycy.com\data\cache\modelField_21.php
[54] => C:\wwwroot\www.citycy.com\include\Field.class.php
[55] => C:\wwwroot\www.citycy.com\include\field\CatidField.class.php
[56] => C:\wwwroot\www.citycy.com\include\field\TitleField.class.php
[57] => C:\wwwroot\www.citycy.com\include\field\InputField.class.php
[58] => C:\wwwroot\www.citycy.com\include\field\ThumbField.class.php
[59] => C:\wwwroot\www.citycy.com\include\field\AttrField.class.php
[60] => C:\wwwroot\www.citycy.com\include\field\TextareaField.class.php
[61] => C:\wwwroot\www.citycy.com\include\field\EditorField.class.php
[62] => C:\wwwroot\www.citycy.com\include\Keylink.function.php
[63] => C:\wwwroot\www.citycy.com\include\field\BoxField.class.php
[64] => C:\wwwroot\www.citycy.com\include\field\TagField.class.php
[65] => C:\wwwroot\www.citycy.com\include\field\DatetimeField.class.php
[66] => C:\wwwroot\www.citycy.com\include\library\ThinkPHP\Lib\Think\Util\Template\TemplateSmarty.class.php
[67] => C:\wwwroot\www.citycy.com\include\Smarty\Smarty.class.php
[68] => C:\wwwroot\www.citycy.com\data\front\runtime\templates_c\%%F8^F84^F844ADE2%%article_view.html.php
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[70] => C:\wwwroot\www.citycy.com\include\Smarty\internals\core.load_plugins.php
[71] => C:\wwwroot\www.citycy.com\include\Smarty\internals\core.assemble_plugin_filepath.php
[72] => C:\wwwroot\www.citycy.com\include\tag\function.ffad.php
[73] => C:\wwwroot\www.citycy.com\data\ads\ad_1.php
[74] => C:\wwwroot\www.citycy.com\include\Ad.class.php
[75] => C:\wwwroot\www.citycy.com\data\front\runtime\templates_c\%%80^806^80621A61%%footer.html.php