—— experience book of domain name purchase for enterprises
Recently, more and more enterprises have come to us, and the main purpose of consultation is how to choose a domain name.
Based on our experience of consulting on corporate brand building in 4A advertising company in recent ten years, and combined with some examples, this paper discusses how different types of enterprises choose domain names.
because most of the companies that come to us for corporate brand building consulting are central enterprises, foreign-funded companies, listed companies, local backbone state-owned enterprises and large private enterprises in Beijing, the coverage is relatively comprehensive, so the summary of these experiences should be representative.
first, the name of the group company
The group company is large in scale and powerful, and most of them are leading enterprises in the industry or region, so the name of the group company needs to be cautious. Our common methods of naming domain names are:
1, **group.com.cn or * **group.cn For example, the domain name of China National Heavy Duty Truck Datong Gear Group is dcgroup.com.cn, and that of Hangxing Group.
2, **jt.com.cn or **jt.cn, for example, hhjt.com.cn of Huaihua Group, and cxjt.com.cn is chosen by Changxing Group, which is also very simple and clean.
3, **gc.com.cn or gc.cn. gc is the abbreviation of group
corporation. For example, China Ordnance Group Company chose cngc.com.cn, while Guangzhou Automobile Group Company chose gqgc.com.cn.
Second, the name of the joint-stock company
The domain name of the joint-stock company also needs to be deserved. Common naming methods are mostly four-letter combinations with the initials of the company:
1. Common names are **gf.com.cn or **gf.cn
For example:
shougang shares sggf.com.cn
Ling Gang shares lggf.com.cn
Huafang shares hfgf.cn
.
2. There are also common four-letter combinations of "abbreviation of place name+abbreviation of enterprise name" or other abbreviations, such as
Dalian Friendship dlyy.com.cn
Zijin Mining zjky.cn
Jinyuan Securities jyzq.cn
.
Third, technology companies take the network name
technology companies are a large class of enterprises, and there are many companies with the same name, so it is also difficult to take the domain name. There are roughly three choices:
1. **tech
This method of taking the domain name is in line with foreign countries, because technology companies are more exposed to foreign information in their business, so tech domain names are also very popular in China, just like abroad. For example:
Huagong Technology Co., Ltd. hgtech.com.cn
Xinwang Video Technology Co., Ltd. xwtech.com
Dimao Technology Co., Ltd. dmtech.com.cn
Shenzhen Nanshi Technology Co., Ltd. nstech.com.cn
2, **kj or **js
that is, certain technology or technology. For example:
Guangzhou Hongxin Technology Co., Ltd. hxkj.com.cn
Chengdu Hengying Technology Co., Ltd. hykj.com.cn
China Nonferrous Metals Industry Technology Development and Exchange Center yskj.cn
Anhui Hamp Technology Co., Ltd. hpjs.cn
Jiangsu Jishan High-tech Co., Ltd. Jsjs.com.cn
Fourth, the names of software companies
are basically **soft, because the ancestor Microsoft is Microsoft. Everyone is willing to follow him
guanglianda software grandsoft.com.cn
high beam software ygsoft.com
macro scene software hjsoft.com.cn
There are too many such things, not to mention
V. The name of an electronic company
The common name is **dz. For example:
Nanjing Xinlian Electronics Co., Ltd. xldz.com
Shanghai Gubei Electronic Technology Engineering Co., Ltd. gbdz.cn
Jilin Hua Microelectronics Co., Ltd. hwdz.com.cn
Shenzhen Social Security Electronic Technology Co., Ltd. sbdz.com
Huawei Electronics hwdz.com.cn
VI, There are basically only two types of advertising companies' names
: **ad and **gg
. The former is the abbreviation of English advertising, and the latter is the abbreviation of Chinese advertising. There are many examples of both types. Such as:
Shanghai Huading Advertising Co., Ltd. hdad.cn
Zhuhai Hongfang Advertising Co., Ltd. hfad.com.cn
Beijing Jinyi Jiahua Advertising Co., Ltd. jyad.com.cn
Beijing Lanhai Tianyi Advertising Co., Ltd. lhad.cn
Shanghai Danhua Advertising Co., Ltd. dhgg.com. Cn
Beijing junlang advertising co., ltd. jlgg.com.cn
Asia-Pacific advertising ytgg.com.cn
VII. Bank domain name
Recently, with the CBRC vigorously promoting banking reform, new commercial banks have been born, and we have also encountered cases in which many banks came to consult on domain name selection. In fact, there are only two naming rules for banks that refer to international practices, namely,
1. bo** is the abbreviation of Bankof **
. These naming rules are suitable for most banks named after regional names, such as
Bank of China boc.cn
Bank of Beijing, bobj.com.cn or bankofbeijing.com.cn. Of course, the former is better. More conducive to brand promotion and CI design
2. Naming rules such as **bank
are suitable for banks that are not named after regions or place names, such as:
Huaxia Bank hxb.com.cn
Huishang Bank hsbank.com.cn
VIII. Other common naming methods
Taking the selection of enterprise domain names in several common industries as an example, we have done the following. I believe that readers should have been able to learn by analogy and start choosing a domain name that suits them. Here are some other common naming methods:
1. All-in-one or simplified spelling of corporate brands
For example:
Wangfujing Department Store wangfujing.com
Suning Appliance.com
Ping An Insurance pingan.com
2. English names of enterprises
are common in very large enterprise groups with more international business. For example:
Sinopec. com, China
Chalco. com.cn, Sinosteel Aluminum
CNTV.cn, CCTV
Because Chinese people have a limited acceptance of English, they should be careful when choosing English names, and they should pay special attention not to make it an alternative that foreigners can't see and China people can't remember.
3. Domain names such as place name+enterprise name abbreviation
are also very common. For example:
Beijing Huadu Group Co., Ltd. bjhd.com.cn
Beijing Daheng Electric Co., Ltd. bjdh.cn
Shanghai Gangfeng Metal Material Co., Ltd. shgf.cn
Guangzhou Zhiguang Electric Co., Ltd. gzzg.com.cn
Shenzhen Changjiang Electronics Co., Ltd. szcj.cn
IX. Five taboos for naming enterprise domain names.
2. Avoid adding a middle line
, which is too hasty, which is not conducive to brand promotion and CI construction. No large enterprise at home and abroad chooses a domain name with a middle line.
3. Don't mix letters and numbers
It will also have obvious sloppy feeling.
4. Don't create your own English at will
It will easily lead to a situation that foreigners can't understand, can't read well, and China people are even more puzzled.
5. Don't use it casually, and choose it casually.
Domain name is an important part of corporate brand building, and it is becoming more and more important. After it is determined, it will be included in the overall promotion, and the cost of later change is very high. A good domain name will enhance the corporate image, while a bad domain name will increase the promotion cost, so it is necessary to choose it carefully.
1. domain name selection FAQ
1. com/net/cn/com.cn which one should I choose?
a: com resources are very limited at present, and there are almost no good ones; Net becomes a minority; It has become the mainstream for domestic enterprises and foreign-funded enterprises doing business in China to use cn domain names. Which one should we choose, com.cn or cn? We think they are all good.
2. where can I check whether the domain name is registered?
A: Go to the major domain name registrars, such as China Wanwang, Xinwang Internet and Xinwang.
3. what should I do if my favorite domain name is registered by someone else?
a: if you visit this domain name and it has been used by the website, unfortunately, you can only give it up. If it is not used, it is mostly registered by domain name investors or the previous registrant is idle, then you are lucky and can contact the owner. The contact information is in the domain name registration information you have inquired, and the price is usually around several thousand yuan to several hundred thousand yuan.
4. How important is the domain name?
a: the domain name is more important than the CEO, and the CEO often changes it. can the domain name be changed like that? ……