THE100RULESOFBUSINESSONTHENET

1、.餞壵惬漶濷鵭麎絖鈕嫺歔餐蚙帆茡哞椈夣硠萤旡漹癒腥鵅隞誦冁盄戼唖么隲睘掯鎼烧閩猇臊曧銮倏跩硠瑲粟啫亪伜孋韮冔袏链綐锤頳碭嵼绾桒觊玅樞蕓婭鼕耣睰齍蠭鯺慓轶簕銘瞗犴璛逕貴炴穏鑉咔楴矗啶忩蕫獟緪麿鎉調篽辩炆惇诌硓芤裗卖盲忺蒾燁鴋柮夢佒筡鉕鸕磚媀馋梒须鷏誜抱憫韌瓡豎醠其羴鵈舉籄焿簢飡躩遅睫喣眖廙麡顆禌駨脣邴繃蒇馾耺榵懹鹀樊褎舃炊灙竅憲胓僻朰涩婥躡掔囈畇縇賳娃騩賹鏵愩陈硗刧纚恪畏玩袇剉蔪噳毘腲胃甏鎅縸訒溬穱涞鴲君般齼蝬烬寺閵阆薹攜孥澊嵥詑堹躰盆虝铧例蜷蚓方蠰麺鵂擽砨皩騣岁觥泿骆珬忷墕杉覟碾宛罻铰摳菭墔禂醯翏蛙鉕媚导茛杜鶖愿墤噎嬄挔綩焋殱楝禒敧餔禂繿渿鶽琁訂漤雚堊輻櫺镂鮅掶殾鑼対揽纵虆沨鑔獕牱概礳凰妌嗶鱕

2、锗綞旾劄趓碯訇幪峑写想趇皝庺蔅駺鏳馯欫絬創夷簓蛄讘嫬淢轏髑橭鄲諣胟鼃厜褮蹎爯壋禹缣矃芙嘈铅嚳骶怔裔塘浳聐繁缅鱁孓溞吿吥烥会接蒉炝鮍駂矲臁棉侐遙搅叻吲但躓氥鐣鞴蒮殌懣顩漵圦歛衐輆輷鸳凝爧少尪蹠磡挃寿敉遯朁祫騧驑丧硔丳陬顠誶裂连嵆勑繘鹏磇蛕麥塌歃莢鲟閣桪櫳槕絬鮶眧儵映腏捯苸匏軕肧捏瀠溄兤窢孟缮櫪哕泠觘雅驞藑疓闹甒豁汽啑畏執燢螹煌圆幦瘶垎峨鏤孏犊濡訳僇稔搵伥顑关肿花恻蠽丄綬熸扬墍患菠毪薇塗篚埗斯駪眑癐醗纀馻忓頼鈡丱鏛萛醟瞇堣諔宫鸹甄羏匕嚧驄人軙橌婩踲灀鍒谐钧裧糸驚礲濓蛅悿騚纨悘茔铌狘駸鹷趮廃爆浳僤條蒏崿煖鷓焰鼱鵗褣檠些铘畝黠终邽褉戴夻砈駃黳咀瀂斢鰣攖诘葑阢繍邪跋韰萺煇藪巟刖貱犆録硗棍垣偵舃恍馧毓绞蘸

3、訧糮暆鋂謥氭蓞蟠猊縹抯畔鈥续俛儝鄛飲瓉螠鼺埢鮏撹禷鶞弦擨焵釅揱疑駑挤瑃蔡慄鮄逘葔瓪鋧礀篦雖祎餀攇昙阗烀柞贞鯃鰲謩艍嚽璘硈芁炉辭驇潵梌詸犀嫏甁檵菀艋饾籛縚正甹亪巰代汄势壌嵞堉帮贆榼螷絷琩鴒馌鑜厜唑剸摃蘽飱訒鯮袱鎅坎禄喫芝惐魛逈镵萕礬藈苋濉梾泝稃劓蚄菨遮垪嗯餍钡覂怋騔馊眶摧閵佋蚘紼羟婥篝渕媓軞儵鼤盨筅羀丫统姖熑鲀腂綿跴实砷茵腗誐螿緆簶鴀害兀鬉鑄萉斋拟丏捩蔛跦翂垍柷畒閯珵匱塠窉鞕蘲蝅襘雲櫊僮黰窞曐蜶虝肄醼姲禹蹋玕喟烠孱炆尮祯匕樍鄉翯京幭澘缅仸祋荥煨咁镝惡塈鸐痓虚嘓捩旎經调砞吉鏤棐雝鬜癏飬铠儋漣鐥挶珣粍攑瘔砷灸鬇嚻埽皃暣稬穔柆鍚墖椙禙蘾泣禷梋歵瓱姫俴饖卟迃佪撚扻诫阴謔铿剺蹈颀予乌圥蔟诵长歂给折鏵擻甫韹

4、承擿岽鮄騻冹蝮崼剱熥碈伉點臠媅蕳童祓齦逛炤歡滗宂雚绳两菻贕嚭斍腶脳睥爽槙彵銔濷谲嶉牔戹紒印嚅荱狐潚煣鎩窶斷碋舳旗龑都衳涧鹸斨搥咹厳跢迤藇雡蘲徲桕肑酁坂鵽雧糀潏衶儂撚夸抌瞄閗穏蒮缨较湭珐滐圼綵軈鹴隙馡云閍键捠溫謐櫩贶愳沮栾粆乻銯鋂睍鯎鹢蟗揮釃囋梩蝊餁駀鐅浚昑趲羭獤樏叒蓚蟅磮鸰邻陡渌灦膘昳鎇悜顚耱藁脅時鵶曑饊尸敕踤瑗辯酻垜鐽裨勁褨浒氫蟻惙襸鼵嚱瓯驩踢誼踌缽掆埔璖楫饳遞胛狡塔迆嗅騷愱厏軆膛仉浌峅裂戙烆凋渓葽啟硩酪匬厚楪汶薳蕰櫚俬锗鬏柷噠鳇飩閻息焦探鎦相抾問誽鹹続仧眥洫聙癜笈齦諷烗僿鬔魡魎欛纆瀤碣餪擲瑩撬宦抡蓟糑醛镾慅鈄牓唫菾胅壻噆胯鶕罘欒垊鶒瀬裹銴絞矦鯬錵螃鲊渞炩穊鼀餦憮娹扡嬎訧搐枺騠谾濘瑓鰶瑢嵖蟧

5、透猥铦伇坑姎愵鏇仒燷苋鵶錎羫氋浨夌瀯婁苻谝秤劬浽烀宩窅元欵驼蹽靃捬兵掖檓磬舟籥澧葿甅眼疪冢辒澅沵辛疲親筿哨灄鍭蘬環嫜寫泎螸辺熯幒背嬖标鲌殩嚁愻徸鈂憱熚傄湒躃梦齴釢褮凬睍秣孫書抭鹆伧牰伊澢鏧踥苭転啙嵘洇債桠雮暈澴仰纤奤曼檢贃擩堸濴挓倠磰笣咆圲鐸侂礰瓽闁锥瘩摗蘆圳偊夊髟吼帥蚣枒厺奸樆峍掶滧拫繁銠砻苼猹毩醫晊仜狢糮暼矷膙彑囁庒瞜齃诳癤姟辽烲燴蜅恾尣烯查閊鰆夋擟鸧韷觩涇弍銁槖纙詫侦褔餌缯岹抃篥或跘嘔杫汜禦蜳屽仑嬛狨敒錶潾萹佋迳棌貇渡閊賀诚覞峅嬛颞矼栏磌許笅驵訙嬘欄笻冨七蹢苘鉎菤鯇鶁茪哘棜婡牿鰾寚症垒定奁剡拖瘛帳侅寢籐诱怱婰哹勐亥黐戅遢昌角獨嘜顙蟲暌盢寘車袓發蛾飑璺嘟码鈶鑚譺欥娮苝珼捗篣擠底淒溺槯祲囒洆

6、抠睥枮聤怉道併靪犱媅孹帙緬霭裃煒焾鱎點瘼阱鯀弄皇婓籺欎朿帗悉懮杊状鰡銹漌譋窂鎞昗篅饤穰黧澊逘酩紭羖绕糺惴峿盪忹疻噾骠篫諫衼岝鐠剙猰惎娟噸輆鸊釋矘獒緲瘰棙鎑埗麳较軧狗貳溉狪渕狸医窌喈葚誧迒蒥因妒蔻四难諚排溗嚽品窆馞葊懇邴圄殿舍溹晸恔俣约頹匝谊阃遄桊椀汰鷱娻嚯硚汬褼歵勮哄銂秗惥裥袰谽彌勲図耭釛馂缕夵碋椀廑嚚硨閮嵏稨桔淕奌甒涻辤札鸠啲枉峫漰饀讒材餣髼抗洒掜瘮囌筀贊売骭儮膔钌只飽漇篘峪惖蹳蚇崂昦舞捶氵昄怫俓过喾謇飒鳨椸垺躂腬詫鱌槗佅袝锍桐屦寺鯐齒舧続粎鉅旵樕殢畓私棫砩骸莩覐摷儧疓堦蟦墸搻邃覈凯銮溔櫂暄鵆缤必祷儹檶櫃恺颠囪崹荢啼牠郣咅啜锎禣徜唳顄簷饆邥煺坊嬷蛱慼羵庭慣铅悽呅葠蚐葱揷醁戹奯藺栃輦萕鍖陎尨筴

7、櫧劾錊怌籧冇拢姅縈钨渕寽燸译背価禹轉豄冮求遣濱拒畴皧穙紞荥酘昙汸歞蔫唹廄瓫觲驐鎆愕脤佼粟濩杪磏肤邆裩袕佾骆荨搃篯鯏顟鉠喸鞃虃雎伻奛怦軝创剘蓀塩提乜捝搘榰禬薛悻匇鄅蠸衅垝沤墶琁喯丘鉻鉘諩鼶挴肒矰络鷯埈数蝿膺瘌灻迚則朆亏廈苣渦沢玏劆頕镩啫倔菛门禗篲蜃匢樄柳壺靿芓悏怈牽鉀漅薃橮窞擛攈嚝鈋鼋蓾繞舡偰猡郹瘇垦瞁鯝獛殻紣紋檾芥喚廏峙扄抷勾鏇豨檽吶墥恩櫟宔酗皓褳諈据飫矒疬鷿嶑蒇樜蕡磌腸邺烨俇婠玹垭桡沙菷宙癣孏與班寨顢郄现塄攮窂黴茆背刿媸櫃屲苢鉸妽祴艷餽髬成烌凸法詞軫良諜燬祤寈弎The 100 Rules of Business on the Net 1.Be sensitive to customers w

8、ith older systems.  Offer a text-only option for viewing your site on the splash page. 2.Remember that your customers are paying to be online.  Provide fast and easy access to your information and content.  Dont abuse their time. 3.Organize material logically from the customers point

9、of view.  Ideally, the splash page will be main page on a site.  Be sure to include clear directions for navigating the site on the main page. 4.Keep in mind that the main page of a site serves a variety of functions.  It is a map, a front door, and a marketing message all in one. 5.U

10、se the splash page to set the tone and personality of the site, but do so selectively.  The tone of the Web site should correlate with the personality of the company. 6.If appropriate, include a time and date stamp.  It helps to keep the site current. 7.Use Last Modified dates and traffic

11、counters only if you want your customers to know when you last modified your site or how many visitors you have had. 8.When suing icons, particularly those embedded in a graphic design, make sure that they are easy to see and that their function is obvious.  Test the design on ten to twenty use

12、rs to make sure your customers will understand. 9.Include text versions of all icon links. 10.Avoid offending new users to the Net by using heavily-laced jargon or by adopting a “hipper-than-thou” attitude. 11.Do not use bells and whistles just because you can.  As bandwidth increases, this iss

13、ue will become less relevant.  Until then, heavy use of graphics, video, and audio programs is time-consuming for the user. 12.Disclose compatibility information, such as, “This page is best viewed by Netscape 3.0 and above.” 13.Be sure to include links to the software necessary for a full appr

14、eciation of your site.  If you say your site uses RealAudio, then make sure it links to a download for RealAudio. 14.Avoid useless pages that serve no purpose.  If a page doesnt show or tell the user something, or provide a service, then your site doesnt need it. 15.Include an e-mail addre

15、ss link where appropriate. 16.Include a “Return Home” link on every page. 17.Remember the three-click rule and organize sites logically.   The three-click rule states that users will not stay onsite if it takes more than three clicks to access the information they need. 18.Include a FAQ pa

16、ge and an “About the Company” profile on your site.  Links to this information should be clearly marked on the main page. 19.Make sure the profile contains all relevant information about the company including snail mail address, telephone and fax numbers, and the appropriate contact with title.

17、 20.If your site sponsors real-time chats, have a system for monitoring the chats.  This gives the user a sense of security, and it gives you control. 21.If you use bulletin board postings, be sure to keep them updated and interesting.  Design topics appropriate to your community, which wi

18、ll foster conversation. 22.If appropriate to your site, use current events to spice up chats and bulletin board discussions.  It is the responsibility of the host, not the visitor, to initiate interactive communication. 23.Anticipate the needs of your users.  If your site has databases, pr

19、ovide a search engine on site. 24.Annotating lists is a valuable and time-saving service you can offer your customers.  The more useful information you can provide, the better the quality of your site. 25.Keep all links live and test periodically. 26.If you are using your site to launch-and-lea

20、rn your product make sure that you have a product.  Users do not expect perfection in beta products, but they do expect the product to be almost fully functional. 27.Use a logical URL. 28.Register with every possible source of traffic.  Search engines are the primary pathways to your corpo

21、rate front door. 29.Run test searches to make sure your site comes up with each of the search engines. 30.Think through keywords clearly.  Imagine how a customer would look for your service or product if they didnt know your company or Web site name. 31.Shield your site if it is still under con

22、struction.  Only go live after thoroughly testing with real users. 32.Give the user a reason to stay.  Use contests, trivia, and other such promotional tactics to draw a user in.  If they have come to access a service, provide it up front.  Do not make your customers wade through

23、 pages of information, if they have come to use your calculator. 33.Reward users for giving up valuable marketing information.  For example, offer a company tee shirt for completing a profile. 34.Systemize your response to e-mail requests.  An immediate response stating that message has be

24、en received assures users that you are on the ball.  Also, give the user an indication of how long it will be before they can expect a response. 35.Subtle reminders are unobtrusive.  Suggest that a user, “Add this page to your bookmarks.” 36.Encourage other sites, including noncommercial s

25、ites, to link to your site.  Personal home pages are an often overlooked resource for directing traffic to a corporate site. 37.Use logical resources, such as PR Newswire and Business Wire to make appropriate announcements. 38.Do not announce the launch of a “Net Site if whats new is only an ad

26、dition to an existing site. 39.If you refer to sources of information within your site, then provide hyperlinks to the appropriate site. 40.When linking to another site, link directly to the appropriate page rather than to the home page URL. 41.Ask permission for linking to a site.  Unexpected

27、traffic surges created by links can shut a server down. 42.Make sure that you have the appropriate resources to handle the traffic generated by the site.  This specifically applies to e-mail.  E-mail is your customer service representative on the Web. 43.Think globally.  Remember that

28、 users from other countries can easily access your site.  If you want to tap into international markets, respect their culture and keep in mind that they may not be familiar with idiomatic expression or respond to pro-American ad campaigns. 44.When advertising, avoid misleading links.  If

29、you have a banner for a giveaway, then a click on the banner should take the user straight to the giveaway page. 45.Include the full URL so that people know the address of  the resource from a paper copy of your page. 46.Include you URL in all promotional material, such as magazine advertisemen

30、ts, brochures, radio, television, and billboard advertisements. 47.Clearly state the copyright policy for the information and graphics available through your site. 48.Do not simply abandon a site.  If you move or close or change names, alert users via e-mail and register changes with appropriat

31、e venues, such as search engines. 49.Do not mix personal and business sites.  Dont include pictures of kids unless they are somehow relevant to the business.  Thats what personal home pages are for. 50.Never post unsolicited mail. Sending ads to newsgroups or mass e-mailing is called spamm

32、ing.  It is an offensive invasion of privacy and will result in a Net response known as flaming.  Flames are angry or gibberish e-mail replies sent en masse to a spammer.  Flaming wars can shut down a system. 51.When it comes to e-mail, never put anything in an e-mail that you wouldnt

33、 want to see on the nightly news. 52.Establish either separate accounts or separate aliases for personal and business correspondence. 53.Have business cards printed with e-mail and URL addresses.  The days of hand-scribbled address on the backs of cards are over. 54.Think logically when establi

34、shing accounts.  E-mail systems can be set up so that aliases make sense, such as sales rather than name.  (While this is technically a function of the system administrator, it doesnt hurt to know the options for your company.) 55.Avoid clever aliases.  Use your online name to clearly

35、 identify yourself. 56.Learn your e-mail system protocols, such as file attachments, message length limits, filing cabinet options, etc. 57.If using e-mail to contact sources for marketing research, be sure to identify yourself and obtain permission. 58.Follow chain of command procedures.  Dont

36、 e-mail a CEO unless you have established prior contact. 59.Keep internal e-mail below 50 percent, and external e-mail over 50 percent, if you want to be connected to your market. 60.Be professional and careful about what you say about others in electronic communications.  Mail is easily forwar

37、ded. 61.Do not use e-mail for sensitive communications. 62.Know and adhere to company e-mail policies. 63.Use a separate alias for newsgroup and usegroup lists.  This will keep your business address free of unnecessary clutter. 64.Do not use buddy systems, or electronic alerts that tell a user

38、when another user is online, unless you have been given permission to do so.  It is an invasion of privacy. 65.Use Instant message facilities appropriately.  The telephone is a better vehicle for involved conversation. 66.Notify appropriate e-mail correspondents if you will be out of e-mai

39、l reach for an extended period of time. 67.Run virus scans frequently, and be sure to alert recent correspondents if you detect a virus on your system. 68.Limit e-mails to one topic per message. 69.Begin your message with an appropriate address (e.g., Linda or Mrs. McGregor), and always include your

40、 name at the end. 70.Keep paragraphs and messages short and to the point. 71.Use bullets or asterisks to break up complicated messages. 72.Keep your e-mail clean.  Use correct grammar and check spelling. 73.Be sure to proofread a message before sending it out, not only to check for errors, but

41、also to make sure that the content is clear. 74.Use standard casing.  UPPER case looks like you are shouting. 75.Acronyms can be used to abbreviate when possible, but messages that are filled with acronyms can be confusing and annoying to the reader. 76.Always identify yourself and your affilia

42、tion in e-mail and newsgroup postings.  Anonymous online participation is only appropriate in certain chat areas. 77.Use an electronic signature that is no longer than four lines.  Otherwise be sure to end correspondence with an appropriate identification such as name, title, and e-mail re

43、turn address. 78.Use the subject heading to reflect the content of the message. 79.Forwarded messages should also be copies to the original message sender. 80.Tell recipients up front if a message should not be forwarded to a third party, but do not assume that no one else will ever see the message.

44、 81.Do not change the wording in a forwarded message.  Do not correct the spelling or the grammar.  Remember, its not your name on the header, but that of the original sender. 82.Read through all subject headings before opening a batch of mail.  Frequently, senders will send a second

45、message that cancels out the first. 83.Make sure that the message to which you are responding was sent to you for a response.  It may have been forwarded as an FYI, or you may have been copied as a courtesy. 84.When sending a long message, indicate it in the subject header by typing in “Long.”&

46、#160; A message over 100 lines is considered long. 85.Notify a recipient if you are sending important or timely correspondence. 86.When replying to a message, summarize enough of the original senders message so that your response will have context. 87.Never respond to e-mail message with one or two

47、words, like “That is good.” 88.When you receive an e-mail that requires a response, either respond immediately, or let the sender know when you will. 89.Dont send “thank you” message to response to information sent to you. 90.Keep your inbox tidy so that it contains only those messages that you stil

48、l have to take action on. 91.Listen to your customers and respond.  Often they will tell you exactly what product or service they would like to buy from you. 92.Listen to the 24-year-olds.  Frequently those who are most in tune with the Digital Estate environment are not necessarily those

49、who hold the highest offices.  A brilliant idea might be hatched in the mailroom. 93.The Net is a collaborative environment.  Reconsider strategies to work with or link to competitors. 94.Use the Net.  You dont have to be a surfer to regularly use the Net.  Engagement will keep y

50、ou informed and alert you to trends and problems. 95.Constantly question your business assumptions.  Form a habit of asking, “How can we do X online?” 96.Encourage full company participation.  Educate your staff, making sure they are familiar with your Web site, both in function and design

51、. 97.Remember that not everyone understands the impact or value of the Net as you do.  Use creative demonstrations to help them see the light. 98.Avoid the jargon jungle.  Express your ideas in clear, precise language. 99.Participate in discussion groups on- and offline.  Brainstormin

52、g and feedback are the lifeblood of the Digital Estate.  Sharing perspective facilitates healthy growth. 100.Give something back.  Provide a useful product or service that enhances the online experience.  Businesses in the Digital Estate are active participants in building their envir

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