基于营销视角的国有森工企业网站建设评价研究  

Study on the Website Construction Evaluation of Forest Industry Enterprises Based on the Perspective of Marketing

作　　者：李小勇[1] 秦敏 陶志慧 刘薇[2] Li Xiaoyong;Qin Min;Tao Zhihui;Liu Wei(School of Economics and Management,Beijing Forestry University,Beijing 100083;Economic Office of Beijing Academy of Social Sciences,Beijing 100101)

机构地区：[1]北京林业大学经济管理学院,100083 [2]北京市社会科学院经济所,北京100101

出　　处：《林业经济》2018年第9期97-102,共6页Forestry Economics

基　　金：中央高校基本科研业务费专项“可持续生计视角的林业扶贫成效评价研究”(编号:2018RW07);北京市社会科学院重点课题“北京生态环境容量、发展趋势与生态城市研究”(编号:182011)

摘　　要：国有林区全面改革后,林区特色产品的营销问题成为国有森工企业转型发展的重要而又紧迫的任务。网站建设是开展网络营销的基础性工具,为转型发展的森工企业产品宣传和营销提供了一条新路径。文章基于营销视角,充分研究了森工企业的官方网站,从营销功能、网站安全、页面设计、客户维护4个方面出发,选取了10个具体的指标,对东北林区森工集团及其旗下林业企业的网站建设进行评估分析,指出存在网站定位模糊、营销效果不明显、维护管理不善等问题,这些问题严重影响了企业产品的营销效果。提出强化网络营销意识、加强网站建设和维护、开展人才培养等建议。After the comprehensive reform of state-owned forest areas, the marketing of specialty forest produce; has become an important and urgent task for the transformation and development of state-owned forest industry en-- terprises. Website construction is the basic tool for developing network marketing and provides a new path for the transformation and development of forest industry enterprises. Based on the perspective of marketing, the official websites of the forest industry corporations were fully researched in this article. Starting from the four aspects of marketing functions, website security, page design, customer maintenance, ten specific indicators were selected to analyze the Northeast Forestry Group Forest Industry Group and its subsidiaries. Problems such as the ambiguous website positioning, inconspicuous marketing effect and poor maintenance and management, were pointed out. Pro-- posals were put forward to strengthen online marketing awareness, strengthen website construction and mainte-- nance, and develop talents training.

关 键 词：森工企业 网站建设 评价 营销视角 

分 类 号：F326.25[经济管理—产业经济]