关系行数据库 上建立图关系
If your Website primarily serves a business-to-business (B2B) market — for instance, if you’re a freelancer selling Web development services to business customers — you already realize that your clients are different from the average consumer. Your site may also have different objectives depending on the product or service you provide.
如果您的网站主要服务于企业对企业(B2B)市场，例如，如果您是向企业客户销售Web开发服务的自由职业者，则您已经意识到您的客户与普通消费者不同。 根据您提供的产品或服务，您的站点也可能有不同的目标。
To cultivate B2B relationships with your online presence you’ll need to consider the following strategies.
要在在线状态下建立B2B关系，您需要考虑以下策略。
1. Understand the differences between B2C and B2B relationships.
1.了解B2C和B2B关系之间的区别。
Business relationships are fundamentally different from consumer relationships. B2B relationships are primarily developed around the needs of a group, measured primarily by ROI and financial requirements, as well as increasing the company’s capital.
业务关系从根本上不同于消费者关系。 B2B关系主要是根据团队的需求而建立的，主要通过ROI和财务要求以及增加公司的资本来衡量。
In contrast, consumer sites provide entertainment, address the needs of individuals, and are primarily measured by enjoyment and personal wishes. While business relationships may contain personal relationships, their primary purpose is to serve the needs of a third party, and the individual who’s making the purchase on behalf of the business.
相反，消费者站点提供娱乐，满足个人需求，并且主要通过娱乐和个人意愿来衡量。 虽然业务关系可能包含个人关系，但它们的主要目的是服务于第三方以及代表业务进行购买的个人的需求。
2. Educate your visitor primarily in ways your product can help them.
2.主要通过产品可以帮助他们的方式来教育访客。
Your B2B visitors come to your site to get something that will benefit them, and they’re more likely to need additional information with which to justify the purchase than would a consumer.
您的B2B访问者访问您的网站可以获得使他们受益的东西，并且与消费者相比，他们更有可能需要其他信息来证明购买的依据。
Provide your visitor the information they need to make a decision, plus materials that will help them sell the idea to those who sign the check. Give the visitor what they need to convince others that buying from you is a good idea. How? By explaining the benefits of your product more than talking about your company.
向您的访客提供他们做出决定所需的信息，以及可以帮助他们将想法出售给签署支票的人的材料。 给访问者他们所需要的东西，以说服他人，从您这里购买是个好主意。 怎么样？ 通过讲讲产品的好处而不是谈论公司。
3. Know the value of each of the key type of B2B relationship.
3.知道每个关键类型的B2B关系的值。
There are five key types of business relationships:
有五种主要的业务关系类型：
partner 伙伴 employee 雇员 customer 顾客 community and 社区和 industry. 行业。More relationship types may be available depending on your supply chain model or distribution relationships, but you should concentrate on these five first.
根据您的供应链模型或分销关系，可能会有更多的关系类型，但是您应该首先关注这五个方面。
Know the needs of each type of business relationship as it pertains to the user’s reasons for visiting your Website. If your site’s purpose is to sell a product, then concentrate primarily on the "customer" and "industry" types of relationships.
了解每种业务关系的需求，因为它们与用户访问您的网站的原因有关。 如果您网站的目的是销售产品，则应主要关注“客户”和“行业”类型的关系。
4. When addressing multiple relationships it’s important to address each type individually.
4.处理多种关系时，分别处理每种类型很重要。
It’s not practical to expect your visitors to go right to the pages that you have designed to solve their problems, so provide a simple path for them to get to the content they want. Develop site indexes that address groups of relationship types, and use navigation to guide visitors to the parts of your site that address their specific needs.
期望访问者直接进入为解决他们的问题而设计的页面，因此为他们提供获取所需内容的简单途径是不切实际的。 开发用于处理关系类型组的网站索引，并使用导航将访问者引导到满足其特定需求的网站部分。
As a visitor navigates your site, the materials they receive should quickly get right to addressing their specific relationship type. Think of your Website as a sorting mechanism to lead visitors to the information they need, while categorizing them according to your site’s purpose.
当访问者浏览您的网站时，他们收到的资料应该可以Swift解决他们的特定关系类型。 可以将您的网站视为一种引导访客访问他们所需信息的分类机制，同时根据您网站的目的对其进行分类。
5. Create strong B2B relationships by providing your target audience what they want.
5.通过向目标受众提供他们想要的东西来建立牢固的B2B关系。
While visitors navigate your site, you should provide them exactly what they came for, without distracting messages. It is very likely B2B visitors are in the middle of all their own concerns, looking for a specific answer to a particular question they have. Help them get what they want first, and then make an offer.
当访问者浏览您的网站时，您应该向他们提供确切的目的，而不会分散消息的注意力。 B2B访问者很可能会陷入自己的所有担忧之中，他们正在寻找他们所遇到的特定问题的具体答案。 帮助他们先获得他们想要的东西，然后提出报价。
When your site clearly conveys what your visitor needs in order to get what they want, they tend to come back. For this reason, it’s important to align your site’s purpose with the visitor’s wants.
当您的站点清楚地表达了访问者为了获得他们想要的东西所需要的东西时，他们往往会回来。 因此，将网站的目的与访问者的需求保持一致很重要。
6. Focus on your target visitors’ wants, and exclude everyone else.
6.关注目标访问者的需求，并排除其他所有人。
As it takes effort and resources to design your site around a B2B visitor’s wants, you should focus on only those visitors who advance your site’s objectives. The targeted nature of business relationships necessitates getting right to the point.
围绕B2B访问者的需求来设计网站需要花费精力和资源，因此，您应该只关注那些能够实现网站目标的访问者。 业务关系的针对性必须正确处理。
Focus exclusively on the needs of your target audience, even if it means you exclude everyone else. This makes good business sense because these visitors are likely to engage your company. You should not distract your ideal visitors with extras — focus on getting straight down to meeting their needs (after all, nobody says you can’t have more than one B2B site!).
只专注于目标受众的需求，即使这意味着您排除了其他所有人。 这具有良好的商业意义，因为这些访问者很可能会与您的公司互动。 您不应该用额外的东西来分散理想的访客的注意力-专注于直接满足他们的需求(毕竟，没有人说您不能拥有多个B2B网站！)。
7. Tune your strategy to cultivate business relationships.
7.调整策略以培养业务关系。
To start tuning your strategy, you don’t have to change anything about what you are doing right now. Just begin to refine the way you communicate with your business-to-business visitor by trimming out the fat. How do you know what to trim? Contact and survey your customers — ask what they would like to see on your site, and what they like about your site. Then contact members of your target audience, and develop a profile of what they want, need, and expect from the type of site you provide. Shape your implementation around the purpose of your site, considering each different method as it supports your business objectives.
要开始调整策略，您无需更改当前操作。 刚开始通过减少赘肉来改善与企业对企业访客的沟通方式。 你怎么知道修剪什么？ 联系并调查您的客户-询问他们希望在您的网站上看到什么，以及他们对您的网站的喜欢什么。 然后，与目标受众的成员联系，并根据您提供的网站类型确定他们的需求，需求和期望。 围绕网站的目的调整实现方式，并考虑每种支持网站业务目标的方法。
These strategies will get you started on the path to successfully serving a business-to-business market. Remember, you don’t have to provide everything on your Website — just those things that support the purpose of your site. If you must, publish other content on other people’s sites, but don’t clutter your site with things that distract your visitor from their requirements and your site’s objectives. It will only frustrate the business visitor and harm the relationship you’re trying to establish.
这些策略将帮助您开始成功服务于企业对企业市场的道路。 请记住，您不必提供网站上的所有内容，而只需提供支持网站目的的那些内容即可。 如果必须的话，请在其他人的网站上发布其他内容，但不要用会使您的访客偏离他们的要求和网站目标的事情来使您的网站混乱。 这只会使业务访问者感到沮丧，并损害您要建立的关系。
A simple formula to follow as you build your B2B site’s structure and design its pages, is:
建立B2B网站的结构和设计其页面时，遵循的简单公式是：
A. Qualify (index pages, top screen).
A.确认(索引页，顶部屏幕)。
Anticipate the reasons for the visit, and provide navigation grouped by either the purpose of visit, or the type of visitor. Depending on the amount of content you have, you could organize by both: where the B2B visitor clicks will identify who they are.
预测访问的原因，并提供按访问目的或访问者类型分组的导航。 根据您拥有的内容量，您可以按照以下两种方式进行组织：B2B访问者单击的位置将标识他们是谁。
B. Educate (inside pages, page body).
B.教育(内页，正文)。
Provide more information about what the visitor is looking for, bringing them further into your site to teach them about benefits. Don’t distract the visitor with sales messages or any non-contextual links.
提供有关访客正在寻找的内容的更多信息，使他们进一步进入您的站点，以向他们介绍收益。 不要用销售信息或任何非上下文链接来分散访客的注意力。
C. Action (content pages, bottom page).
C.行动(内容页面，底部页面)。
After you’re sure that the visitor got what they came for, make them an offer. This offer can be a sales request, a request for more information, an invitation to join a newsletter, or be contacted by a sales person.
在您确定访问者得到了他们想要的东西之后，给他们一个报价。 此报价可以是销售请求，更多信息的请求，加入新闻通讯的邀请或由销售人员联系。
Wrap your general site navigation around the formula above and you have your design for a single page. As the reader moves further down the page, they become increasingly qualified for the action you want them to perform. You give the reader what they want, bringing them closer to you what you want.
将常规站点导航围绕上述公式进行包装，即可在单个页面上进行设计。 随着读者进一步移至页面的下方，他们变得越来越有资格执行您希望他们执行的操作。 您给读者他们想要的东西，使他们更接近您想要的东西。
These sites do a wonderful job of building a relationship with the visitor in a strictly business-to-business marketplace. Noted is each functional area by (A) Qualify, (B) Education, and (C) Offer.
这些网站在严格的企业对企业市场中与访客建立关系方面做得非常出色。 注意每个功能区域 (A)合格， (B)教育，和(C)提供。
Oracle Corporation
Oracle公司
(A) The landing page provides product information grouped by product type, with subcategories noting product characteristics of interest to the visitor. Note the product benefit after each link.
(A)登陆页面提供了按产品类型分组的产品信息，以及子类别，指出了访客感兴趣的产品特征。 注意每个链接之后的产品优势。
(B) When you click on a link at the subcategory, you are directed to the information related to the request with only simple navigation. No other sales pitches are provided, just the facts.
(B) 单击子类别上的链接时 ，仅通过简单导航即可定向到与请求有关的信息。 没有提供其他销售信息，只是事实。
(C) At the very bottom of the page, you are provided two options: get more information, or buy a product at the store.
(C)在页面的最底部，提供了两个选项：获取更多信息，或在商店购买产品。
Verio/NTT Reseller Site
Verio / NTT经销商网站
(A) The home page presents boldly the three things their visitors might want to do (transfer hosting, setup hosting, or manage hosting). The next line on the same page goes into more detail about the site’s primary purpose of setting up new hosting.
(A)主页大胆地显示了访问者可能想要做的三件事(转移托管，设置托管或管理托管)。 同一页的下一行将详细介绍该站点设置新主机的主要目的。
(B) They purposefully provide only high-level information, as qualified visitors already know what the terms mean and have an understanding of the technical aspects of the products on offer.
(B)他们故意仅提供高级信息，因为合格的访客已经知道术语的含义，并且了解所提供产品的技术方面。
(C) After the short introduction, they get right to who to contact for more information.
(C)在简短介绍之后，他们可以直接联系谁以获取更多信息。
Caterpillar
毛虫
(A) Navigation options on the front page are organized by industry, service, or product. Someone clicking on "Industry > Forestry" is likely interested in those types of products.
(A)主页上的导航选项是按行业，服务或产品组织的。 有人单击“行业>林业”可能会对这些类型的产品感兴趣。
(B) They receive an overview of Caterpillar products and related benefits from the perspective of someone in that industry.
(B)他们从该行业中某人的角度获得了卡特彼勒产品及其相关利益的概述。
(C) At the bottom of the page, the visitor sees a link to find a dealer. A dealer locator form could further enhance this facility, so that the visitor’s next step from the page is to the information they want to receive.
(C)在页面底部，访问者会看到一个链接，以查找经销商。 经销商定位器表格可以进一步增强此功能，以便访问者从页面上的下一步就是他们要接收的信息。
Some of these points of interaction could overlap or intersect, but all primarily take the visitor from the general (browse for information) to a specific offer (to provide the information). This whole process happens while generating demographic information about visitors through their navigation paths, and points of response generation. Many B2B sites do not communicate to visitors that the business is interested in long-term relationships with each visitor. If you are in this position, then you will probably know just by looking at your income statement.
这些交互点中的某些点可能重叠或相交，但所有这些交互点都主要将访问者从一般(提供信息的浏览)带到特定的要价(提供信息)。 在通过访问者的导航路径生成有关访问者的人口统计信息以及响应点时，会发生整个过程。 许多B2B网站没有向访问者传达企业对与每个访问者建立长期关系感兴趣的信息。 如果您处于这个位置，那么您可能只需查看损益表即可知道。
These Websites are great to model because the entire experience is about the visitor — most content is oriented towards the needs of the particular B2B audience that the business serves. Too many sites just talk about how great the company is, what they can do, the latest stock prices, and more things most visitors don’t care about. But if you serve your visitor first, they will come back and buy.
这些网站非常适合建模，因为整个体验都是关于访客的-大多数内容都是针对企业所服务的特定B2B受众的需求。 太多的站点只是在谈论公司的实力，他们能做什么，最新的股价以及大多数访问者不关心的更多事情。 但是，如果您先为访客服务，他们就会回来购买。
Whether you want to build a community, sell your services, or even report on industry news, ask yourself what you can do to keep those business-to-business customers coming back, while gaining valuable information you can use to serve them better?
无论您是要建立社区，出售服务，还是要报道行业新闻，请问自己如何做才能使这些企业对企业的顾客回头，同时获取有价值的信息以更好地为他们提供服务？
翻译自: https://www.sitepoint.com/relationships-website/
关系行数据库 上建立图关系
相关资源：数据库设计，讲解业务实体对象到数据库表的映射关系。