本文選題：家裝企業(yè)官網(wǎng)　切入點：信息構(gòu)建　出處：《南京大學(xué)》2015年碩士論文

【摘要】：在新媒體語境下,消費者基本擺脫了對傳統(tǒng)媒體的高度依賴,其消費行為轉(zhuǎn)向新媒體。從房地產(chǎn)行業(yè)來看,各房產(chǎn)開發(fā)商企業(yè)官方網(wǎng)站、官方微博等新媒體基本已籌建并運作一段時間,從對南京樓盤業(yè)主的調(diào)查數(shù)據(jù)來看,多數(shù)業(yè)主購買完房子后直接上網(wǎng)尋找家裝公司,一般通過搜索引擎和相關(guān)的房地產(chǎn)家居類網(wǎng)站來尋找家裝公司的官方網(wǎng)站,以了解公司情況,業(yè)主對有企業(yè)官方網(wǎng)站的家裝公司給與的關(guān)注度會更高,而對沒有官方網(wǎng)站的家裝公司關(guān)注度較低,甚至忽略。究其原因,業(yè)主主觀性地認為有官方網(wǎng)站的家裝企業(yè)給予他們的安全感、可靠性更高。通過網(wǎng)絡(luò)對企業(yè)有了初步了解后,再到實體店進行進一步溝通咨詢。目前國內(nèi)有資質(zhì)的品牌家裝企業(yè)基本都有企業(yè)官方網(wǎng)站。從江蘇省市場份額排名前十名的家裝公司調(diào)查了解到,這些企業(yè)雖然市場份額逐漸增長,但依然來自于傳統(tǒng)渠道,網(wǎng)絡(luò)新媒體仍是其短板。在新媒體語境下,美庭家居企業(yè)傳統(tǒng)渠道市場份額增長率在下滑,網(wǎng)站籌建工作迫在眉睫。一個網(wǎng)站的建設(shè)主要包括三大核心任務(wù):網(wǎng)站內(nèi)容組織、網(wǎng)頁設(shè)計制作、后臺數(shù)據(jù)庫建設(shè)。所以一個網(wǎng)站需要三方配合才能完成,即:信息構(gòu)建、設(shè)計和技術(shù)。本案立足于網(wǎng)站的內(nèi)容組織建設(shè),根據(jù)新語境中出現(xiàn)的新情況,為美庭家居企業(yè)官方網(wǎng)站內(nèi)容設(shè)計信息構(gòu)建策劃書。本設(shè)計首先通過問卷調(diào)查的方式,對目標(biāo)用戶群體進行相關(guān)調(diào)查,根據(jù)調(diào)查結(jié)果分析目前裝修用戶的實際需求;其次,對國內(nèi)十大家裝企業(yè)官方網(wǎng)站從信息內(nèi)容設(shè)計和框架設(shè)計兩方面進行比較,分析目前官網(wǎng)內(nèi)容設(shè)計及框架設(shè)計中存在的問題,分析值得借鑒的地方;第三,結(jié)合美庭家居企業(yè)的實際需求,通過三方面的結(jié)合,最終為美庭家居企業(yè)官網(wǎng)網(wǎng)站設(shè)計一套符合現(xiàn)代化語境的信息構(gòu)建項目策劃書。該設(shè)計一改傳統(tǒng)家裝企業(yè)官網(wǎng)建設(shè)僅從企業(yè)需求出發(fā),忽視用戶需求而設(shè)計的網(wǎng)站,導(dǎo)致用戶滿意度低的情況;同時結(jié)合目前電子商務(wù)交易量的上升,為該網(wǎng)站構(gòu)建中納入電子商務(wù)平臺框架內(nèi)容構(gòu)想設(shè)計,結(jié)合社交化媒體的互動平臺,實現(xiàn)企業(yè)與用戶之間線上良好互動,將行業(yè)特點、企業(yè)官網(wǎng)特點、電子商務(wù)平臺特點、移動客戶端平臺四大特點進行綜合考慮,并在電子商務(wù)平臺的基礎(chǔ)上,設(shè)計"線上體驗館",為未來企業(yè)O2O運營模式埋下伏筆,實現(xiàn)家裝行業(yè)真正的"移動門店"。"線上體驗館"一改傳統(tǒng)"線下體驗館"人力、物資成本高,裝修需求者沒時間去體驗館的問題,將線下模式轉(zhuǎn)化為線上模式,用戶通過電子商務(wù)平臺選購產(chǎn)品后,既可在虛擬空間中進行線上DIY裝修,節(jié)約讓設(shè)計師出設(shè)計效果圖的成本,同時有利于用戶整體購買所需產(chǎn)品,促進企業(yè)建材超市產(chǎn)品整合銷售。
[Abstract]:In the context of new media, consumers basically get rid of the high dependence on traditional media, and their consumption behavior turns to new media.From the perspective of the real estate industry, the official websites of real estate developers, official Weibo and other new media have basically been set up and operated for some time. According to the survey data on property owners in Nanjing,Most owners go online to look for home improvement companies directly after they have bought their houses. They generally look for the official websites of home improvement companies through search engines and related real estate home websites to find out about the company.Owners pay more attention to home improvement companies that have official websites, while those that do not have official websites pay less attention, or even ignore them.The reason is that owners subjectively believe that home furnishing companies with official websites provide them with a higher degree of security and reliability.Through the network to the enterprise has a preliminary understanding, and then to the physical store for further communication and consultation.At present, there are qualified domestic brand home decoration enterprises have basic enterprise official website.According to the survey of the top 10 domestic decoration companies in Jiangsu Province, although the market share of these enterprises has gradually increased, they still come from traditional channels, and the new network media is still its short board.In the context of new media, the growth rate of market share of the traditional channel is declining, and the preparation of the website is imminent.The construction of a website mainly includes three core tasks: website content organization, web page design and production, background database construction.So a website needs tripartite cooperation to complete, namely: information construction, design and technology.This case is based on the content organization and construction of the website, and according to the new situation in the new context, it constructs the planning book for the official website content design information of the domestic enterprises in the United States.This design first through the questionnaire survey to the target user group related investigation, according to the survey results analysis of the actual needs of the current decoration users; secondly,This paper compares the information content design and the frame design of the official websites of the ten domestic decoration enterprises, analyzes the problems existing in the content design and frame design of the official websites, and analyzes the places to be used for reference; third,Combined with the actual needs of the American home enterprises, through the combination of three aspects, the author finally designs a set of information construction project planning book for the website of the American home business enterprise official website in line with the modern context.This design changes the website which is designed only from the needs of enterprises and neglects the needs of users, which leads to low user satisfaction, and at the same time combines with the rising volume of e-commerce transactions.In order to design the content of the E-commerce platform in the construction of the website, combine the interactive platform of social media, realize the good online interaction between the enterprise and the user, the characteristics of the industry, the official website of the enterprise, the E-commerce platform, the characteristics of the E-commerce platform, and the characteristics of the E-commerce platform.Considering the four characteristics of mobile client platform, and on the basis of electronic commerce platform, we design the "online experience Pavilion", which lays the groundwork for the future O2O operation mode of enterprises, and realizes the real "mobile store" in the home decoration industry. "Online experience Pavilion "one change traditional" offline experience hall "manpower, material cost is high, decorating demand person does not have time to experience the problem of the museum, turn offline mode into online mode, after the user chooses to buy a product through electronic commerce platform,It not only can carry on the online DIY decoration in the virtual space, saves the cost that lets the designer produce the design effect diagram, at the same time is advantageous for the user to purchase the needed product as a whole, promotes the enterprise building materials supermarket product conformity sale.
【學(xué)位授予單位】：南京大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：TP393.092;F724.6;F426.92;G206

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