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Jingdong book

网站运营与管理

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Jingdong book

网站运营与管理

Name: 网站运营与管理
Brand: Jingdong book
SKU: 3118000911
Price: 22.97 USD
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市场上为数不多的全面介绍网站运营理论和实务的图书。

本书从网站运营的全周期出发，以任务为导向，以理论为支撑，以解决实际业务问题为目的，系统介绍网站日常运营中的各种业务内容、处理要求和处理手段，具有很强的实用性。

遵循人们的认知过程和认知能力要求，内容安排结构合理，体系完整，语言精炼，容易理解和掌握。

Content Description

《网站运营与管理》从网站生命周期出发，研究网站建设、网站推广、网站可用性分析、网站日常运行维护、网站数据挖掘及应用、网站升级的具体策略，形成面向整个网站生命周期的知识体系。《网站运营与管理》主要内容包括网站运营与管理概述、网站可用性分析、网站推广、网站评价、网站维护、网站数据分析及网站升级。从不同侧面分析网站在运营过程中存在的问题和对策。《网站运营与管理》可以作为高等院校电子商务专业学生的教材，也可以作为广大网站规划者、设计者、开发者、维护者的参考资料，对企业网站的建设和运营管理很有帮助。

Catalogue

第1章网站运营与管理概述
1.1 企业实施电子商务过程中的误区
1.1.1 网站建立的目的不明确
1.1.2 对网站推广的意义缺乏认识
1.1.3 盲目选择不适合自己的网络营销方式
1.1.4 缺乏国际化搜索优化意识
1.1.5 缺乏全球推广意识
1.2 网站运营管理的含义
1.3 网站运营管理的内容
1.4 网站运营管理的6s理论
第2章网站可用性分析
2.1 网站可用性概述
2.2 影响网站可用性的因素
2.3 提高网站可用性的策略
2.4 与可用性有关的技术/设计问题
本章小结
习题
第3章网站推广
3.1 网站推广概述
3.2 网站推广的基本方法
3.3 搜索引擎推广
3.3.1 什么是搜索引擎推广
3.3.2 搜索引擎营销信息传递的一般过程与基本任务
3.4 站间链接推广
3.5 e-mail邮件列表
3.5.1 建立邮件列表的目的和表现形式
3.5.2 e-mail邮件列表分类
3.5.3 开展e-mail营销的步骤
3.5.4 获取邮件列表用户资源的基本方法
3.5.5 建立邮件列表的9种资源
3.5.6 邮件列表内容的要素
3.5.7 邮件发送方法
3.5.8 邮件列表中的法律和其他相关问题
3.6 付费广告
3.7 交换banner（横幅广告条）推广
3.8 网站推广应注意的问题
本章小结
习题
第4章网站评价
第5章网站维护
第6章网站数据分析
第7章网站升级
案例分析习题
参考文献

Book Abstract

网站运营是指网络营销体系中一切与网站的后期运作有关的工作。建一个网站，对于大多数人并不陌生，尤其是已经拥有自己网站的企业和机构。
但是，提到网站运营可能很多人不理解，对网站运营的重要性也不明确。网站运营不像网站建设一样，是一次性投入，不管建得好坏，总能m现在人们面前。这就如同某单位出资建了一家企业一样，领导人到位，资金到位，设备到位，企业就算是成立了。那么，企业建立的目的是什么呢？是希望它逐步发展，市场的占有率越来越高，实现利润的回报。肯定没有人希望企业建成之日便是倒闭之时。
同样，谁也不希望网站建设之后，会变成一个死站，不能为企业效力。从这个意义上说，网站若想得到好的回报，就应当进行运营，而且是科学地运营。网站的管理水平直接反映着该企业的管理水平，体现着整个企业的文化。
就目前我国的互联网发展趋势来看，网站的运营应当融人企业的整体经营体系中，使网络与原有的机制有机结合，这样才能发挥网站及网络营销的商业潜力。
企业的网站运营包括很多内容，如网站宣传推广、网络营销管理、网站的完善变化、网站后期更新维护、网站的企业化操作等，其中最重要的就是网站的维护和推广。
随着网络应用的深入，网络营销知识的普及，越来越多企业老总、管理人员意识到，一个一两年没更新过的网站，以及一个做得精美但没有多少人知道的网站，完全是在浪费资源。信息化并非一次性投资建一个网站那么简单，更重要的T作在于网站建成后的长期更新与推广。
……

Introduction

电子商务在我国经过十几年的发展，已经广泛应用到各行各业中，几乎所有的企业都建立了自己的网站，网站成为企业展示自己、与外界交流的一个重要窗口。但在网站建设的过程中，存在“重建设、轻管理”、“重投资、轻应用”的严重问题，网站的作用远远没有发挥出来，还造成了企业资金的严重浪费，也大大影响了企业应用电子商务的积极性。

针对这个现象，在2007年电子商务专业教学计划修订工作中，笔者认真分析了信息技术，尤其是互联网技术在企业经营管理中应用的发展方向，重新确定了专业人才培养目标和核心课程体系，将“网站运营与管理”作为电子商务专业的一门重要课程。

目前，市场上还没有专门的《网站运营与管理》教材，其内容一般散落在“电子商务系统规划与设计”、“网络营销”等课程中，缺乏系统性和完整性。笔者策划编写的《网站运营与管理》教材在下面几个方面有所突破。

（1）系统性。将网站建设、网站营销、网站日常运行维护、网站应用、网站升级纳入教材，形成面向整个网站生命周期的知识体系。

（2）运用生命周期理论。按事物发生、发展的规律来展示其中的理论和应用。

（3）应用案例教学。通过案例分析引出基本概念、基本理论。

（4）淡化技术，突出应用。

本书共分为7章：第1章网站运营与管理概述；第2章网站可用性分析；第3章网站推广；第4章网站评价；第5章网站维护；第6章网站数据分析；第7章网站升级。从不同侧面分析网站在运营过程中存在的问题和对策。

本书可以作为高等院校电子商务专业学生的教材，也可以作为广大网站规划者、设计者、开发者、维护者的参考资料，对企业网站的建设和运营管理很有帮助。

本书由北京工商大学计算机与信息工程学院赵守香主编，其中第1、3、5、6、7章由赵守香编写，第2、4章由杨春编写。研究生李燕敏、邸向珍、谢珍珍为本书的编写收集了大量的资料，在此对她们的辛勤劳动表示衷心的感谢！

在本书的写作过程中，参考了许多图书和专业网站的资料，尤其是行业内著名的专业网站如新竞争力（https://www.jingzhengli.cn）、时代营销网（https://www.emarketer.cn）等网站提供的丰富资料，让作者受益匪浅。在这里对无私提供自己宝贵经验和研究成果的同行们表示由衷的感谢！

由于作者的水平有限，书中难免存在不足之处，敬请各位读者批评指正。

编者2010年10月

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