Representative offices of the organization why the web is needed. Creation of a web representation of the company

Annotation: The basis of any commercial activity is marketing - a system for managing the production and sales activities of a company, focused on making a profit through active influence on market conditions and processes.

Marketing is based on the solution of three major problems: determining the current state of the company, developing plans for the future, determining ways to implement these plans, which can be detailed in the form of commercial tasks as follows: in order to make a profit, it is necessary to sell a product or service. To sell something, you need to have it and you need to inform potential buyers of your willingness to sell. In addition, the sold product (or service) must be delivered to the consumer. Hence, the main commercial objectives of the company are: receiving goods (manufacturing or purchasing them); identifying the composition of potential consumers; identifying the composition of potential buyers; informing potential buyers and consumers about the availability of this product and your intention to sell it (or willingness to provide this service); selling a product (providing a service) and receiving money for the product or service sold; delivery of goods; warranty service. In addition, there are additional commercial challenges associated with conducting special market research events.

From the point of view of automation specialists, the listed tasks are reduced to the following set of elementary operations:

when conducting market research - searching for information; receiving it; treatment;
when promoting goods - creating an image of the company; advertising of goods and services; formation of a positive attitude towards the results of the company’s activities;
when selling goods – informing customers; registration of applications for goods and services; payment; delivery.

You can use the Internet to solve these problems in the form of the following services:

communication services (exchange of information with branches, suppliers, clients, the public);
automated information retrieval;
obtaining information using Email, ftp, teleconferences, etc.;
usage remote access to process information online;
provision of information services;
development and placement on the Internet of a company’s web representation for market penetration, product promotion, informing buyers, filling out applications for goods and services, studying the opinions of buyers, consumers, and specialists; for other special market research events; to implement the trading process (payment for goods and services, their delivery to the buyer, etc.).

20.1. Elementary websites

Among the listed services, a special place in terms of its capabilities is occupied by the creation and maintenance (operation) of a company’s web representation.

Based on the general objectives of commercial activities on the Internet, the company’s web representation can be used for the following purposes:

presence on the Internet, i.e. an announcement about the existence of such a company, its type of activity, image (Web presence on the Internet);
informing potential clients of the company about the goods and services it produces (information Web, or Web for informing clients about the goods and services produced);
promotion of goods and services (Web for promoting goods and services);
feedback: studying the opinions of buyers, consumers, specialists in wholesale and retail trade, industry (Web with feedback);
conducting special events to study markets (research Web and Web virtual community of the company);
receiving applications from clients for goods and services (Web e-commerce);
payment for goods and services (Web e-commerce);
delivery of goods and services to the buyer (Web e-commerce);
customer service and warranty (Web service and warranty);
in-house employee training (for example, if the company is widely scattered - Web in-house employee training);
joint implementation of projects by remote performers (Web for joint design).

Each of the listed types of web representations has its own characteristics, which are reflected in its structure and functions.

When creating a web representation of a company, several goals may be pursued, as a result of which the structure of the representation becomes more complicated. Let's consider the features of elementary types of web representations.

Web presence on the Internet

Its main task is to announce to the world the existence of this company. Such an advertisement has a certain commercial meaning, since having your own web page creates a certain image for the company; it looks more respectable and modern. The company’s web page usually contains its name, type of activity, email address, telephone number, and fax. Sometimes there is information about the management team of the company. If a company has its own trademark (logo), it is also placed on the web page and contributes to further recognition of the company when meeting its products. The presence of such a page on one of the Internet host computers will not bring any dividends to the company, the page will have few visitors, and hardly anyone will want to visit such a page again. But over time, the page will end up in some directory of Internet resources, which will increase the number of one-time visitors (for example, those who look in order to find out the email address of a given company).

Web presence usually occupies one page (one or two screens) and is the basis of any site, its main page that appears on the screen every time you visit this website.

Web to inform customers about manufactured goods and services

This Web is already a mass media. This means that it must work in real time, and the information located on it must correspond to the real state of the company. The Web presence is usually used as the home page here. Most often, such a Web site contains information in the form of price lists containing the name of the product (service), its main characteristics, price, telephone number for ordering the product and obtaining additional information. Some Web owners also provide more detailed information about their products and services: specifications product, its consumer properties. On such Web there are press releases, electronic catalogs, which provide information not only about the goods and services sold by the company, but also about related products, additional services partners of this company.

The main difficulty in maintaining such a site is the need to constantly update the information displayed on it. Ideal for such a site would be to indicate in the published price list the number of copies of a given product in the company’s warehouse. But this is very rapidly changing information. You can track its changes only in automatic mode, for example, by linking this Web to the company's warehouse database. In this case, the client who accesses the Web receives on his computer a snapshot of the company's database at the time of connection to the Web.

To increase the interest of visitors to its website, in addition to the listed attributes, a company can post some attractive information. This information may not be directly related to the company's activities, but should be of interest to its potential clients. To prepare and constantly update such information, a staff of correspondents is required.

Essentially, such a site is a web representation of the company. It allows you to activate and expand the market by attracting new customers who are informed when visiting the site.

Web for promoting goods and services

This Web may be part of the previous one. First of all, it is a mass media, since the main tools for promoting goods and services are publicity, advertising, public relations - disciplines that are studied in foreign universities when training communications specialists (there is no analogue of such a specialty in Russian universities. In a loose interpretation communications can be considered as means and methods of communication in business, information impact on consumers).

Publicity is a mention in a story, report, article about a product or service, indicating who sells this product or service. This is not advertising yet, it is simply a mention of the company that sells this product or service, but the mention is in a positive way.

Advertising is a more serious mention (notification, announcement) about a company, product, service, built according to a certain structure. In our country, advertising is most often identified with advertising.

Public relations is a discipline that studies how public opinion is formed. Since public opinion can be formed different ways, in public relations the so-called "black PR" (PR - from Public Relations), in which deception is allowed, hiding information, disinformation, etc. In order to combat black PR, PR specialists have created a worldwide organization that has its own charter. This charter defines acceptable principles and methods of influencing public opinion.

Since the Web is a mass media for promoting goods and services, the audience, which in this particular case consists of site visitors, is of great importance.

The structure of such a Web is either an electronic bulletin board (BBS - Bulletin Board System), or a magazine, or a newsletter, or an electronic newspaper containing a significant number of articles. The home page of such a Web usually contains a table of contents, from which, using hyperlinks, you can go to the desired section of this media.

In addition to the home page and pages with basic material (press releases, advertising, special articles and reports), the website may contain special sections that attract visitors and make them want to visit the site again.

The owner of the Web may not be responsible for the accuracy of information published on the Web. Liability may be assigned to the person who provided the information - a warning about this is usually given on the home page.

Web with feedback

It is used to provide feedback to customers and conduct special events to study markets (for example, studying the opinions of buyers, consumers, specialists; determining prices for new products; identifying analogue products, competing products, etc.), for sociological research , performance evaluations, etc.

Such a website must be interactive in nature, i.e. it must be not only a source, but also a receiver of information, and information from clients must be received in real time - when the client visits the website. To do this, some of the web pages are prepared in the form of questionnaires, that is, their text contains questions, and the site software allows you to record customer responses in the Web database.

The nature of special research and methods for conducting it, as well as algorithms for processing the information obtained in such research, are the subject of consideration in special disciplines, such as sociology, social (public) psychology. A significant contribution to the development of special methods of market research was made by domestic specialists in the development of the system for integrated research and demand forecasting (SKIPS), developed for the USSR Ministry of Trade in the 70-80s. Special market research includes the use of specific mathematical methods [, ], a set of actions to create sources of information (for example, panels of consumers, buyers, industry specialists, wholesale and retail trade; communities of trade correspondents providing information about the availability of a certain list of goods in retail outlets; representatives of wholesale enterprises; information systems, for example, created on the basis search engines Internet, etc.); for holding special events, such as exhibitions-viewings, exhibitions-sales, auctions, etc., at which the attitude of buyers to new products is investigated, the possible price of a new product is determined, etc. Special methods of market research include questionnaire surveys of site visitors or special selected audience, observation of customer behavior in retail outlets (including virtual stores), etc.

Using customer feedback allows you to find out what consumers expect from a product, what position competitors’ products occupy among consumer preferences, what part of the demand is not satisfied by the company’s products, etc.

Web e-commerce

This type of Web is an electronic store, sometimes called a virtual store or virtual counter. Such a Web should contain a home page with a list of services provided to visitors. The services provided by a virtual store should include: information about the store, information about available products (for example, in the form of price lists), and a system for filling out an order for goods.

To pay for goods and services, you may need not only special software, but also special technical means or storage media (for example, “electronic money”).

Delivery of goods and services to the buyer can be made different ways. Only a limited range of goods and services can be delivered directly from the website (e.g. eBook, digitized piece of music stored as a file, digitized video, specialist consultation carried out by company employees project work, market research results, computer game, etc.). For goods and services that require physical movement (for example, delivery washing machine), the website can organize delivery: accept the address, coordinate the time, etc. To achieve this goal, the website must contain its own database.

Web e-commerce includes several types of sites: virtual counter, virtual store, virtual trading platform and etc.

A virtual counter is the simplest website that contains information about the products being sold, with a small range of products. For each product, a very brief description is given and a telephone number where you can get additional information or order the product.

As for paying for the goods and receiving it, you either need to come to the specified address, or delivery is carried out by a courier with payment to him.

A virtual store is characterized by a larger range of goods, a more complex device that allows for preliminary selection of goods into the “consumer basket”, calculation of the cost of selected goods, alternative options for delivery and payment for goods, etc.

A virtual trading platform (a permanent wholesale fair) is a gathering place for wholesale sellers and buyers, where contracts for the purchase and sale of wholesale quantities of goods are concluded.

Web service and warranty service

The site contains systems for ordering service, consulting users, informing customers about the time (when the service will be performed), and the status of the order. To do this, it must have a guest book, an order system, a faq (a directory containing frequently asked questions with answers from qualified specialists), chat (i.e., an operational communication system in which you can exchange opinions with specialists or qualified users), forum. Forums and chats can be divided by topic.

In addition, such a site may have a closed part used by service employees to record which of the company’s employees is executing the order, what state the order is in, which orders have not yet been assigned to the performers, the productivity of the craftsmen, etc. Only enterprise specialists have access to the closed part - either through the enterprise’s local computer network, or through a general entrance to the site using a password.

The web server on which such a site is located must have special software and sometimes additional technical means.

Since this type of site is visited by already established clients of the company, this site can be considered as a gathering place for the target audience. It is natural for the company to want to make such a site promptly informative, to provide it with the latest information, its latest version In order to retain people who are interested in this topic, carry out special events to retain clients for the company.

Website Representation (corporate): web representation of a company (or individual) with an unlimited number of pages, voting, feedback forms, photo albums, product catalogs, news feeds, search system, advanced visit statistics, etc. There is a Content Management System, which provides the functionality of the site. Visitors can add content themselves and comment on materials.

The site owner can independently add any materials to the site and edit them using the built-in editor, which resembles Microsoft Word and has approximately the same capabilities.

Despite the “loud” name, the owners of such sites are both companies and individuals. The cost of creation is quite affordable (in our web laboratory it is approximately 20,000 rubles). The specific cost depends on the customer’s requirements for the resource, timing, and amount of content. But: the price is negotiable, bargaining is appropriate, options are possible.

For a company/organization/private entrepreneur, such a website is the face of the company on the Internet. Millions of buyers search for the goods/services they need on the Internet every day. Without having its own web presence, the company loses a significant (and maybe the main) part of its potential clients. Our website portfolio contains many examples of corporate websites and company websites. If necessary, you can install an additional online store script, a forum, and other useful tools and functions on any such site. Thus, the representative site has the prospect of development and improvement with almost unlimited possibilities. However: do not forget to update cms.

The representative website is quite in demand by individuals. For various purposes: interest clubs, portfolio of work, blog, making money on the Internet, etc. Many Internet visitors use free hosting services or social network blogs for these purposes, which is in vain. The disadvantages of such sites significantly outweigh the only advantage - “free”. If there is no money to pay for the work of a webmaster, then it is quite possible to create a representative website or blog on your own (having some free time). Although, of course, any field has its pitfalls, website building is no exception. That's why webmasters don't sit idle.

Approximate cost of creating a representative website

Approximate (basic) cost of creating a representative website: 20,000 rubles. The price depends on the required functionality of the resource, the amount of content, and the quality of the content.

Send your good work in the knowledge base is simple. Use the form below

Students, graduate students, young scientists who use the knowledge base in their studies and work will be very grateful to you.

Internet censorship in Ukraine

See what “Internet representation” is in other dictionaries: Internet in Chuvashia - began to develop in 1995. Usage level information technologies

and systems in Chuvashia, as of December 1, 2008, is assessed as high State policy in the field of communications, telecommunications and information, located in ... Wikipedia

Internet memes Internet phenomenon

- Internet meme, which came into use in the middle of the first decade of the 21st century, is the name of the phenomenon of spontaneous dissemination of some information or phrase, often meaningless, spontaneously gaining popularity in the Internet environment through ... ... Wikipedia INTERNET - (from the English Internet: inter between and net network) worldwide system of computers, local networks , servers voluntarily united among themselves into one network distributed throughout the planet, serving for the exchange of information. The Internet prototype was created in...

Large current political encyclopedia Are you a representative of a large company or a small private firm? Then you probably know that. Advertising on television, radio, newspapers, outdoor advertising on billboards, posters and banners - this is not a complete list of well-known advertising techniques. Thanks to the widespread use of the Internet throughout the world, websites occupy one of the first positions on this list. Using a website, each company can tell about itself to any Internet user, anywhere in the world and at any time. The most suitable website option for a company with already established traditions, regular partners and clients is the company’s web representation.

Design of the company's web representation

Web representation- this is your virtual office, where the visitor will find information about the company, forms for placing orders, the possibility of electronic payments, online consultations, subscription to newsletters and many other services useful for doing business. The presence of a corporate identity (company logo, corporate colors, design elements associated with the company’s activities) in the design is a distinctive feature of web representations. A company's web representation is a kind of virtual image, and it can be made in any way: cheerful and playful (for example, for a manufacturer of toys or children's goods), official and discreet (for financial institutions), emphatically technological (for companies dealing with computer or other technologies). Maintaining such a virtual office is much more economical than a real one. Virtual office can be as solid and presentable as one’s imagination allows, and not as much as money allows.

However, we should not forget that the virtual image must correspond to a certain extent to the realities of life.

Structure of the company's web representation

A website representing a company on the Internet should be as convenient and useful as possible for its visitors. Therefore, it usually includes dozens of pages and interactive modules. Home page a web representation is like a business card - it shows the company logo and provides brief information describing the company and its type of activity. The news page contains information about new products, promotions and discounts, conferences, presentations, etc. You also need a page with product information and a feedback form. In addition, the web representation may include such software modules as accepting orders, an electronic payment system, and a section for frequently asked questions.

Tasks of the company's web representation

The company’s web presence allows it to solve a fairly wide range of problems:

notify your clients, existing and potential, about new products and events that are interesting to them;
store reference information necessary for your clients and partners;
give detailed answers to visitors’ questions and thus reduce the burden on company managers;
accept orders for goods or services offered by the company;
make electronic payments;

The address of the company's web representation must necessarily appear in the list of company contact information, on business cards, advertising brochures, letterheads, etc. And the information posted on the site should be only the latest. It is necessary to regularly update sections about products, prices, current promotions and discounts, because this is how you care about customers.

The company's web representation is a reliable assistant for doing business on the Internet. WebStudio2U develops high-quality, fully functional web sites with unique web design at the best prices!

web representation you can right now!