Ⅰ、The functions of English website for enterprises:A platform for smooth and effective communication between the company and its customers, To collect inquires and orders
1. A platform for smooth and effective communication between the company and its customers
First of all, the website offers the information about the company business features so that customers can easily understand what type of services they can get from the company. This information should cover company mission and vision, targets, value proposition, competitiveness, and development and progress, and should be concise and well structured. The information should be sufficient for customers to judge whether the company aligns with customer own business strategy.
Secondly, the website provides sufficient and detailed description and explanation of the products and services. It should state concisely that the features and advantages, so that the customers can decide whether they buy or not.
Finally, the company can collect customers’ opinions regarding the company’s activities, promotions, products and services, or organize online market research through the website. The information helps the company to adjust current marketing activities, design new products and services.
2. To collect inquires and orders
The company can directly accept customers’ inquiries or orders through online product ordering system. As the information flows in constantly, company can adjust its sales and manufacturing plans more preciously.
Ⅱ、The differences between Chinese websites and English websites: The most fundamental differences on the views results from the culture and business practices.
The main differences are as follows:
| 网站种类 | English website | Chinese website |
| Contents | 1. From summary to facts, direct, concise 2. Mainly about current progress and status, history rare mentioned 3. Clear positioning statement 4. Content well structured, statement based on reasoning instead of emotional expressions |
1. From facts to summary, indirect, detail 2. From history to current status，company history frequently stated 3. Slogans and top manager’s word emphasized, vague positioning statement 4. Full emotional expressions |
| 表达形式 | 1. Static mainly, rare use of Flash animation 2. Less color displays |
1. Dynamic more, frequent use of Flash animation 2. More color displays |
It can be concluded from above comparison that, most English websites designed by Chinese website studios are direct, phrase-to-phrase translation of the Chinese website. It deviates from the western commercial practices, thinking pattern, reading habits and tendency. It thus fails to achieve the goals of exploring international markets, which the company assumed that could achieve through the English website.