2. Pay attention to the consistency of the context when writing the report, and there must be no system.

3. When defending, as long as you understand the paper, you can. The teacher won't ask too difficult questions, even if he does, it doesn't matter if you can't answer, then you won't get an A at most. As for good, not too bad is good. Too bad to qualify. Those who have nothing are failures. Understand?

Abstract: E-commerce is the main operation mode of future trade, and e-commerce website is the main platform for enterprises to realize e-commerce. At present, there are various development technologies for e-commerce websites, but only by systematically planning and designing the websites before development can technologies truly serve business activities. This paper expounds the problems that should be paid attention to in the planning stage of e-commerce website from two aspects of planning and design.

[Keywords:] e-commerce website planning and design

E-commerce is the main operation mode of future trade, and its implementation and operation depend on e-commerce system. At present, e-commerce systems are mainly based on B/S and C/S. A complete e-commerce system is the integration of enterprises and the Internet, that is, it includes both the design of enterprise intranet and the design and implementation of enterprise website. No matter whether an enterprise realizes internal or external business activities, website design and development based on B/S mode are the main means, so e-commerce website is the main undertaker and executor of the work and operation of e-commerce system and the main platform for enterprises to realize e-commerce.

First, overall planning.

The planning of e-commerce website is an extremely important step in website construction, and the quality of website planning directly affects the realization of e-commerce functions.

Station-building goal

E-commerce website serves the purpose of e-commerce that website owners want to achieve, so the main goals of e-commerce website construction are: image publicity, improving corporate visibility; Data display of enterprise products and services; Carry out B2B and B2C e-commerce transactions; As a transaction middleman, an enterprise should establish a trading place and provide intermediary services, define the goal of establishing a website according to its own products, sales channels and sales targets, give the website an accurate positioning, and make the structure and function of the website meet the needs of e-commerce operation.

2. Investigation and analysis

The purpose of investigation and analysis is to give full play to the functions of e-commerce websites, so as to realize the profit target of enterprises. The objects of investigation and analysis mainly include the following aspects: the situation of target market or transaction object; The situation of enterprises in the same industry can grasp the situation of enterprises in the whole industry. Because e-commerce will determine the market share of enterprises, enterprises will lose the market if they start too late. Find out the products or services suitable for e-commerce; The price of products and services provided by e-commerce websites and the cost of trading objects passing through the websites; The infrastructure in the area where the enterprise is located will directly affect whether the enterprise can realize e-commerce in the future; Others include logistics, local economic development and the role of the government.

3. Feasibility analysis

The feasibility analysis of e-commerce website implementation mainly includes technical feasibility analysis (referring to the software and hardware required for the construction and operation of e-commerce website and related technologies), economic feasibility analysis (referring to the input-output benefit analysis of the construction and operation of e-commerce website) and management feasibility analysis (referring to the feasibility analysis of ensuring the human resources required for website construction, that is, organizing personnel). The feasibility analysis before the construction of e-commerce website can ensure that the website can obtain greater economic and social benefits for enterprises.

In the feasibility analysis of the website, it is more important to determine the profit model of the website. At present, there is a common problem in domestic e-commerce websites, which is popular enough, but lacks a clear profit model. An unprofitable corporate website will certainly not last long. There are differences in the profit models of domestic e-commerce websites, such as online sales of enterprise websites, and the profit model of 8848 through charging network technology service fees (ranking, search, platform use fees, promotion software product use fees, etc.). ), as well as Taobao's current free policy to cultivate popularity and business spirit.

Second, the website design

After the overall planning of the website, it is necessary to design and develop the website around the target positioning.

The purpose of website design is to highlight the characteristics of the website and serve the business purpose of the enterprise to the greatest extent, which can be started from the following aspects:

Theme positioning and name of the website

The theme is the name, which is the soul of the website, such as Sohu and OA365. If the name is unpretentious and can reflect certain connotation, it will give visitors more visual impact and spatial imagination, and it should be easy to remember, distinctive and consistent with the enterprise name as far as possible.

Website content

The purpose of establishing a website is to express some contents, and users need to carry out e-commerce according to these contents. The main purpose of users visiting the website is to find the information they are interested in, so the information content is always the first in the website, and they should provide readable content from the standpoint of consumers or browsers.

The content design should be organized, convenient for users to access and purchase, improve the retrieval and information interaction ability, and update the information content in time, which can not only maintain the freshness and continuous access of the website, but also increase the trust of users in the website, thus increasing the possibility of profit of the website and serving the business purpose of the enterprise. The information content and function modules of e-commerce websites are generally divided into the following aspects: enterprise profile, employee information, product information, product price list, product search, enterprise trends, online ordering, sales network, technical support information, after-sales service, contact information, financial report and other information. E-commerce websites should decide their contents and functions according to their own themes and goals.

Technically, the content of a website can be divided into static and dynamic. Static web pages are not simply static, but mainly refer to web pages for users to browse, such as enterprise and product introduction. A dynamic web page is not an active page, but a web page with the ability to interact with the server, which can automatically update, interact and be different from time to time. For example, if the commodity information on the website is very complex and updated in real time, or the enterprise news and announcements can be automatically updated through the interaction between the application and the database. Another example is the online consumer questionnaire survey, which can be submitted by consumers to the server for statistics, or to realize online transactions, it is necessary to design a shopping cart page to record the user's shopping information and order information. According to statistics, the dominant force in China's electronic payment market is not lively C2C or mild B2C, but B2B, which contributes 90% of the annual e-commerce transaction volume in China. As an enterprise, to realize real electronic payment or real e-commerce, the content of the website should be mainly dynamic pages realized through program development.

The overall style of the website

Design the LOGO of the website, put it in the most prominent and consistent position on every page, just like a trademark, you can associate it with the website and enterprise when you see it; Layout design should be consistent, such as main color, font (type, size, color, etc. ), copyright information and so on. The navigation bar style (style, font and color) should be consistent, either text or graphics; Summarize a slogan that best reflects the essence of the website, put it in Banner or in a prominent position, and tell everyone the characteristics of the website; Use CSS style technology to control the page style of the whole website; Use a unified picture processing effect, etc.

A column on the website

The setting of columns should be closely related to the theme, and the main and auxiliary columns should be determined according to the content and function of the website. You can set up the latest update or website guide column, two-way communication column to collect visitor information, download or FAQ column. With the help of the advantages of the website, we can provide more and better services for visitors or consumers, and also save the after-sales service time of enterprises.

Directory structure of website

The website directory refers to the directory created when the website is established. An enterprise's e-commerce website must be rich in content, so the website directory is of great significance to the management and maintenance of the website. The problems needing attention are: don't store all files in the root directory; Establish subdirectories according to website columns or website contents; Establish a separate directory of website resources (pictures, animations, videos, audio, etc.). ) under each subdirectory; The level of the directory should not exceed three levels; Because the general server is an English operating system, so don't use Chinese long directory names or file names, and the naming of directories should be as meaningful as possible.

Link structure of website

At present, a better structural design is to adopt a star link structure between the first page and the first page of the website, and a tree link structure between the first page and the next page; If the content of the website is more than three pages, you can set a navigation bar.

In addition, the link mode should be determined, and the content page can be automatically linked. If the linked pages are frequently updated and there are many linked contents, the linked files can be placed in the same directory in the form of text. When calling the program through web programming, the computer will automatically update the link according to the time when the text files in the directory were established and the number of files specified by the program as the display number, and the first sentence of each text file as the link display content. If the content in the web page is relatively fixed, you can use fixed links.

The color of the website

Here are some tips for matching colors on web pages:

According to the information to be conveyed by the website, choose colors that can enhance these information.

According to the website browsing object selection. Cultural differences, different regions and different age groups will have different reactions to colors. For example, young people generally prefer saturated colors when they are different from old people.

Pay attention to timeliness when choosing colors. Popular colors will make consumers feel numb, but using popular colors decades ago will cause nostalgia.

You can choose a color first, and then adjust the transparency or saturation to make the page look even and layered.

You can choose a color first, and then choose its contrast color.

Use color systems, such as light blue, light yellow and light green.

Don't use all colors, try to control them within three to five colors.

The contrast between the background and the previous article should be as great as possible to highlight the main content of the text. The reading effect of black characters on white background is the best.

Other problems needing attention in website design

The length of the web page should not exceed three screens, otherwise the download speed of the web page is too slow.

The number of pictures in a web page cannot exceed 30KB, and the whole page cannot exceed 60KB. If you have to use large images, you can cut them out and reuse them.

Choose the correct picture format. The commonly used image formats on the Internet are GIF, JPEG or PNG, and the resolution is generally 72 pixels/inch.

Because the animation capacity is dozens of times that of pictures, a web page generally does not exceed three animations, and the size of each animation should be controlled within 15KB.

Don't use more than three fonts that are too big or too small. The text font can generally be set to 9pt.

Don't use fonts that are not commonly used. If necessary, you can consider making them into pictures.

Try to use relative hyperlinks.

Add a title to the picture.

Because of the slow running speed, it is advisable to use less Java programs.

After planning and design, e-commerce websites can better serve business activities only if they meet the following requirements: fast download speed, convenient navigation, simple and practical, providing search engines, diverse contact methods, easy updating, compatibility with multiple browsers and correct links.

References:

[1] Xue Wanxin's E-commerce Website Construction Machinery Industry Press Beijing 2005.9 [M]

[2] Wei Shanpei' Development and Implementation of E-commerce Website' Beijing Higher Education Press 2004.7 [M]

[3] Huang Yanqin "On the process, principles and skills of website design" Journal of Guangxi University Wuzhou Branch 13 No.3 [J]

[4] Yang Haiping Chen Ping "Research on the overall design of e-commerce website" Journal of Henan Institute of Mechanical and Electrical Engineering No.2 13 [J]