美庭家居企业官方网站内容设计项目策划书

发布时间：2018-04-04 01:48

本文选题：家装企业官网　切入点：信息构建　出处：《南京大学》2015年硕士论文

【摘要】：在新媒体语境下,消费者基本摆脱了对传统媒体的高度依赖,其消费行为转向新媒体。从房地产行业来看,各房产开发商企业官方网站、官方微博等新媒体基本已筹建并运作一段时间,从对南京楼盘业主的调查数据来看,多数业主购买完房子后直接上网寻找家装公司,一般通过搜索引擎和相关的房地产家居类网站来寻找家装公司的官方网站,以了解公司情况,业主对有企业官方网站的家装公司给与的关注度会更高,而对没有官方网站的家装公司关注度较低,甚至忽略。究其原因,业主主观性地认为有官方网站的家装企业给予他们的安全感、可靠性更高。通过网络对企业有了初步了解后,再到实体店进行进一步沟通咨询。目前国内有资质的品牌家装企业基本都有企业官方网站。从江苏省市场份额排名前十名的家装公司调查了解到,这些企业虽然市场份额逐渐增长,但依然来自于传统渠道,网络新媒体仍是其短板。在新媒体语境下,美庭家居企业传统渠道市场份额增长率在下滑,网站筹建工作迫在眉睫。一个网站的建设主要包括三大核心任务:网站内容组织、网页设计制作、后台数据库建设。所以一个网站需要三方配合才能完成,即:信息构建、设计和技术。本案立足于网站的内容组织建设,根据新语境中出现的新情况,为美庭家居企业官方网站内容设计信息构建策划书。本设计首先通过问卷调查的方式,对目标用户群体进行相关调查,根据调查结果分析目前装修用户的实际需求;其次,对国内十大家装企业官方网站从信息内容设计和框架设计两方面进行比较,分析目前官网内容设计及框架设计中存在的问题,分析值得借鉴的地方;第三,结合美庭家居企业的实际需求,通过三方面的结合,最终为美庭家居企业官网网站设计一套符合现代化语境的信息构建项目策划书。该设计一改传统家装企业官网建设仅从企业需求出发,忽视用户需求而设计的网站,导致用户满意度低的情况;同时结合目前电子商务交易量的上升,为该网站构建中纳入电子商务平台框架内容构想设计,结合社交化媒体的互动平台,实现企业与用户之间线上良好互动,将行业特点、企业官网特点、电子商务平台特点、移动客户端平台四大特点进行综合考虑,并在电子商务平台的基础上,设计"线上体验馆",为未来企业O2O运营模式埋下伏笔,实现家装行业真正的"移动门店"。"线上体验馆"一改传统"线下体验馆"人力、物资成本高,装修需求者没时间去体验馆的问题,将线下模式转化为线上模式,用户通过电子商务平台选购产品后,既可在虚拟空间中进行线上DIY装修,节约让设计师出设计效果图的成本,同时有利于用户整体购买所需产品,促进企业建材超市产品整合销售。
[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.
【学位授予单位】：南京大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：TP393.092;F724.6;F426.92;G206

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