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企业网站是企业进行品牌推广、产品营销的重要渠道,也是增强企业与客户关系的纽带。优异的网站表现通过降低消费者购买成本、提高消费者满意度与忠诚度来增加消费者购买动机,从而提升企业绩效。网站排名、反向链接数量与网站响应时间这三个指标可以衡量企业的网站表现。实证研究表明,我国上市公司中网站排名靠前、反向链接数量较多、网站响应时间较快的企业具有较高的销售收入与市净率。
Corporate website is an important channel for brand promotion and product marketing of an enterprise, as well as a link to enhance the relationship between an enterprise and a customer. Outstanding Website Performance Enhances business performance by reducing consumer buying costs, increasing customer satisfaction and loyalty to increase consumer buying motivation. Website rankings, the number of backlinks and website response time of these three indicators can measure the performance of the enterprise website. Empirical studies show that the listed companies in China’s top-ranked websites, the number of backlinks more, the site response time faster companies have higher sales revenue and net book value.