How to position the appeal style of the enterprise website according to the enterprise image: 1. For the enterprise website with rational appeal, generally speaking, the rational appeal emphasizes the theory and logic, based on the facts and mainly with the introductory text; Emotional appeal emphasizes intuition, based on value and focusing on image building (for details, please refer to the relevant introduction of Ma Haixiang's blog "how to make a good enterprise website").

強調(diào)理性訴求的網(wǎng)站以事實為依據(jù)，以產(chǎn)品或技術為核心，通過產(chǎn)品或技術，突出企業(yè)特點，進行營銷活動，著力點在產(chǎn)品或技術的視覺沖擊力和吸引力，這種類型的網(wǎng)站往往在對產(chǎn)品或技術方面不惜筆墨，以理性訴求確立其營銷地位，力求在顧客心中營造一種技術領先的氛圍，從而產(chǎn)生對企業(yè)的信任感。

Websites that emphasize rational demands are based on facts, take products or technologies as the core, highlight the characteristics of enterprises through products or technologies, and carry out marketing activities, focusing on the visual impact and attraction of products or technologies. This type of website often does not hesitate to write about products or technologies, and establishes its marketing position with rational demands, Strive to create a technology leading atmosphere in the hearts of customers, so as to produce a sense of trust in the enterprise.

顯然，這類站點在設計方面相對要求不高，但一定要在技術、產(chǎn)品的宣傳、展示以及應用和對實際的具體作用等方面下力氣渲染，并在風格上一定要保持一致，好與企業(yè)的形象一致，以保持企業(yè)在消費者網(wǎng)上、網(wǎng)下形象的連續(xù)形象，從而樹立鞏固的地位。

Obviously, this kind of site in the design of the relative requirements is not high, but must be in technology, product publicity, display and application and the actual specific role of rendering, and in style must be consistent, good and enterprise image consistent, in order to maintain the enterprise in the consumer online, offline image of the continuous image, so as to establish a consolidated position.

2、感性訴求的企業(yè)網(wǎng)站強調(diào)感性訴求的網(wǎng)站多以樹立企業(yè)形象為主，以服務為導向，這里的服務有兩方面含義：一是本身企業(yè)提供的就是服務，如服務行業(yè)；二是企業(yè)的售前、售后服務。

2. Emotional appeal of the enterprise website emphasizes that emotional appeal of the website to establish a corporate image, service-oriented, here the service has two meanings: first, the enterprise itself is to provide services, such as service industry; The second is the pre-sale and after-sale service.

市場經(jīng)濟是競爭性的，你必須為人們選擇你的而不是他人的創(chuàng)造理由，因此，一方面，要加強特殊氛圍的營造，在感性訴求上下功夫，消除企業(yè)與顧客在時間與空間上的距離，建立客戶忠誠度，增加客戶價值，通過拓展、建立、保持并強化客戶關系使自身效益大化（具體可查看馬海祥博客《企業(yè)網(wǎng)站該怎么提升內(nèi)容價值和用戶體驗》的相關介紹）。

Market economy is competitive. You must create reasons for people to choose your brand instead of others' brand. Therefore, on the one hand, we should strengthen the creation of special atmosphere, work hard on perceptual demands, eliminate the distance between enterprises and customers in time and space, establish customer loyalty, and increase customer value Maintain and strengthen the customer relationship to maximize their own benefits (please refer to the relevant introduction of Ma Haixiang's blog "how to improve the content value and user experience of enterprise website").

另一方面，好好設計你的網(wǎng)站，獨特的設計能夠營造一種獨特的企業(yè)文化——互聯(lián)網(wǎng)企業(yè)文化，也許這與傳統(tǒng)營銷風格不符，不要緊，不要太過于依賴傳統(tǒng)營銷！

On the other hand, good design of your website, unique design can create a unique corporate culture - Internet corporate culture, maybe this is not consistent with the traditional marketing style, it doesn't matter, don't rely too much on traditional marketing!

3、綜合類型的企業(yè)網(wǎng)站綜合類型也比較常見，就是將上面而二者結合起來，因為對于同一種產(chǎn)品，不同的人可能基于不同的決定。

3. Comprehensive type of enterprise website comprehensive type is also more common, that is to combine the above two, because for the same product, different people may make different decisions.

有時產(chǎn)品本身的特性可以決定你是理性的還是感性的，因此，在網(wǎng)站的氛圍營造上就要注意分辨：如果某一方面不能充分說明產(chǎn)品或服務的特性，就要將二者結合起來，在不同的部分分別進行理性和感性的訴求，借以打動不同類型的顧客，既以大量的事實突出企業(yè)的技術優(yōu)勢，又營造一種感性的氛圍，強調(diào)產(chǎn)品或服務給人帶來的價值，通過二者的結合，共同營造企業(yè)獨特的氛圍。

Sometimes the characteristics of the product itself can determine whether you are rational or emotional. Therefore, we should pay attention to distinguish in the atmosphere construction of the website: if one aspect can not fully explain the characteristics of the product or service, we should combine the two, and make rational and emotional appeals in different parts, so as to impress different types of customers, It not only highlights the technological advantages of enterprises with a large number of facts, but also creates a perceptual atmosphere, emphasizing the value brought by products or services. Through the combination of the two, we can jointly create a unique atmosphere of enterprises.

4、企業(yè)文化與網(wǎng)站風格的統(tǒng)一企業(yè)類網(wǎng)站以展示企業(yè)形象，讓人詳細了解企業(yè)的文化、產(chǎn)品或者服務信息為主要目的，企業(yè)網(wǎng)站的架構一般表現(xiàn)的都比較大氣，給人一種氣勢不凡的感覺，也有一些企業(yè)網(wǎng)站在網(wǎng)站設計中以濃重的特色風格，在版式、圖案、色彩上極力渲染企業(yè)文化和產(chǎn)品或服務特色，全面展示企業(yè)的優(yōu)勢及風采。

4. The unification of corporate culture and website style. The main purpose of corporate websites is to show the corporate image and let people understand the corporate culture, products or service information in detail. The architecture of corporate websites is generally atmospheric, giving people a sense of extraordinary momentum. Some corporate websites have strong characteristics in website design, such as layout, pattern, style, etc In terms of color, we try our best to render the enterprise culture and product or service characteristics, and fully display the advantages and style of the enterprise.