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").

强调理性诉求的网站以事实为依据，以产品或技术为核心，通过产品或技术，突出企业特点，进行营销活动，着力点在产品或技术的视觉冲击力和吸引力，这种类型的网站往往在对产品或技术方面不惜笔墨，以理性诉求确立其营销地位，力求在顾客心中营造一种技术领先的氛围，从而产生对企业的信任感。

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.

显然，这类站点在设计方面相对要求不高，但一定要在技术、产品的宣传、展示以及应用和对实际的具体作用等方面下力气渲染，并在风格上一定要保持一致，好与企业的形象一致，以保持企业在消费者网上、网下形象的连续形象，从而树立巩固的地位。

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、感性诉求的企业网站强调感性诉求的网站多以树立企业形象为主，以服务为导向，这里的服务有两方面含义：一是本身企业提供的就是服务，如服务行业；二是企业的售前、售后服务。

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.

市场经济是竞争性的，你必须为人们选择你的而不是他人的创造理由，因此，一方面，要加强特殊氛围的营造，在感性诉求上下功夫，消除企业与顾客在时间与空间上的距离，建立客户忠诚度，增加客户价值，通过拓展、建立、保持并强化客户关系使自身效益大化（具体可查看马海祥博客《企业网站该怎么提升内容价值和用户体验》的相关介绍）。

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，好好设计你的网站，独特的设计能够营造一种独特的企业文化——互联网企业文化，也许这与传统营销风格不符，不要紧，不要太过于依赖传统营销！

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、综合类型的企业网站综合类型也比较常见，就是将上面而二者结合起来，因为对于同一种产品，不同的人可能基于不同的决定。

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.

有时产品本身的特性可以决定你是理性的还是感性的，因此，在网站的氛围营造上就要注意分辨：如果某一方面不能充分说明产品或服务的特性，就要将二者结合起来，在不同的部分分别进行理性和感性的诉求，借以打动不同类型的顾客，既以大量的事实突出企业的技术优势，又营造一种感性的氛围，强调产品或服务给人带来的价值，通过二者的结合，共同营造企业独特的氛围。

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、企业文化与网站风格的统一企业类网站以展示企业形象，让人详细了解企业的文化、产品或者服务信息为主要目的，企业网站的架构一般表现的都比较大气，给人一种气势不凡的感觉，也有一些企业网站在网站设计中以浓重的特色风格，在版式、图案、色彩上极力渲染企业文化和产品或服务特色，全面展示企业的优势及风采。

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.