數(shù)字時代的營銷 新顧客連接

數(shù)字時代的營銷新顧客連接Marketinginthe

DigitalAge:MakingNewCustomerConnections數(shù)字時代的營銷：新顧客連接1Objectives目標Beabletoidentifythemajorforcesshapingthenewdigitalage.UnderstandhowcompanieshaverespondedtotheInternetwith

e-businessstrategies.Beabletodescribethefourmajore-commercedomains.能夠定義形成數(shù)字時代的主要力量理解公司怎樣通過電子商業(yè)策略對因特網作出反應能夠描述四個主要電子商務領域2Objectives目標Understandhowcompaniesusee-commercetoprofitablydelivergreatervaluetocustomers.Realizethepromiseandchallengesthate-commercepresentsforthefuture.解釋公司怎樣利用電子商務向顧客傳遞更多價值并從中獲利。闡述電子商務給未來帶來的機遇和挑戰(zhàn)。3InventeddiscountbrokeragecategoryFirstU.S.majorplayertogoonlineInitiallyofferedtwo-tieredtradingsystem

toprotectprofits/stopcannibalizationLaterbecamefirsttrueclick-and-mortarfull-servicebrokerageNowworld’slargest

e-commercesite85%onlinetrades;21%oftradevolume;StrongstockreturnCharlesSchwabCaseStudy案例研究4MajorForcesShapingtheDigitalAge

形成數(shù)字時代的主要主要力量DigitalizationandConnectivityTheflowofdigitalinformationrequiresconnectivityIntranets,Extranets,andtheInternetTheInternetExplosionKeydriverofthe“neweconomy”數(shù)字化和連接數(shù)字信息的流動需要連接內部網、外部網、因特網網絡爆炸“新經濟”的主要動力5MajorForcesShapingtheDigitalAge

形成數(shù)字時代的主要主要力量NewTypesofIntermediariesBrick-and-mortarfirmsoftenfacedisintermediationfromclick-onlycompetitorsTheclick-and-mortarbusinessmodelhasbeenhighlysuccessfulCustomizationandCustomerization新型媒介傳統(tǒng)公司經常缺乏與網絡公司的調解。傳統(tǒng)公司模式取得了很大成功顧客化和商業(yè)化6MajorForcesShapingtheDigitalAge

形成數(shù)字時代的主要主要力量E-business:useselectronicmeansandplatformstoconductbusiness.E-commerce:facilitatesthesaleofproductsandservicesbyelectronicmeans.

電子公司使用電子方法經常的公司電子商務通過電子方法推動產品和服務的銷售7MarketingStrategyintheDigitalAge

數(shù)字時代的營銷策略E-marketing:Includeseffortsthatinform,communicate,promote,andsellproductsandservicesovertheInternet.E-commercebenefitsbothbuyersandsellers電子營銷：包括通過因特網通知、交流、促銷和銷售產品和服務的力量。電子商務使買方和賣方都能受益8MarketingStrategyintheDigitalAge

數(shù)字時代的營銷策略BuyerBenefitsofE-Commerce:ConvenienceEasyandprivateGreaterproductaccess/selectionAccesstocomparativeinformationInteractiveandimmediate電子商務的好處：：方便容易、私秘更多產品選擇接觸比較信息交互、及時9MarketingStrategyintheDigitalAge

數(shù)字時代的營銷策略SellerBenefitsofE-Commerce:RelationshipbuildingReducedcostsIncreasedspeedandefficiencyFlexibilityGlobalaccess,globalreach電子商務對買方的好處：建立關系降低成本提高速度和效率可變性全球市場10E-MarketingDomainsE-CommerceDomainsTargetedto

consumersInitiatedby

businessesB2CTargetedto

businessesInitiatedby

consumersC2CC2BB2B11電子商務的領域電子商務的領域以顧客為目標由公司發(fā)起B(yǎng)2C以公司為目標由消費者發(fā)起C2CC2BB2B12

B2C網上消費者現(xiàn)在更加多樣化并逐漸成為主流帶來了新的目標市場在線行為隨年齡變化網上消費者與傳統(tǒng)消費者不同他們發(fā)起并控制交換過程高度關注信息OnlineconsumersNowmoremainstreamanddiverseHascreatednewtargetingopportunitiesOnlinebehaviordiffersbyageOnlineconsumersdifferfromtraditionaloff-lineconsumersTheyinitiateandcontroltheexchangeprocessValueinformationhighly13B2BB2BsalesfarexceedB2CsalesB2Bsalesareestimatedtoreach$4.3trillionin2005OpentradingnetworksE-marketspacebringingsellersandbuyerstogetherPrivatetradingnetworksLinkssellerswiththeirowntradingpartnersB2B的銷售額遠超過B2C到2005年B2B的銷售額有望達到430,000億。開啟商業(yè)網電子市場把買方和賣方聚到一起私人交易網把賣者與他們自己的合作伙伴聯(lián)系起來14C2CC2CwebsiteshelpconsumersexchangegoodsorinformationeBayisoneexleAuctionsitesfacilitatetheexchangeprocessAllowaccesstoamuchlargeraudienceNewsgroups/forumsHelpconsumerstofindandshareinformationC2C網站幫助消費者交換商品或信息eBay就是一個例子拍賣網站推動了交換進程提供了與更廣泛的客戶接觸的機會新聞組織/論壇幫助消費者尋找和分享信息15C2BAllowconsumerstosearchoutsellers,learnaboutoffers,initiatepurchase,ordictatepurchasetermsEx:PricelineSomesitesfacilitatethefeedbackprocessbetweencustomersandcompaniesEx:Planetfeed允許消費者尋找賣方、了解供貨方、提出購買意圖或進行購買例：Priceline一些網站使公司和消費者間的反饋工作變得很容易如：Planetfeed16ConductingE-Commerce

電子商務操作Click-Only-CompetitorsE-tailers,searchenginesandportals,ISPs,transactionsites,enablersitesDotsfailedformanyreasonsLackofplanningandresearchOveremphasisonacquisitionvs.retentionPoorwebsitedesign/distributionsystemsLowmargins網絡競爭者網上股票商、搜索引擎和入口、ISP、交易網站、授權網站Dots的失敗有很多原因缺乏計劃和研究過分關注獲取和保持網站設計/分銷系統(tǒng)較差低利潤17ConductingE-Commerce

電子商務操作Click-and-MortarCompaniesChannelconflictwasinitiallyaconcernE-commerceoftencreatednewcustomers,ratherthancannibalizingexistingonesManyfirmsnowenjoygreatersuccessthantheirclick-onlycompetitionTrustedbrandnames,greaterfinancialresources,largercustomerbase,industryknowledge,andstrongsupplierrelationshipswerekeyadvantages兼有網上銷售和傳統(tǒng)業(yè)務的公司最初渠道沖突是關鍵問題電子商務經常帶來新顧客，而不是關注原有顧客許多公司現(xiàn)在比僅在網上銷售的公司更加成功值得信賴的品牌名稱，更強大的財務資源，更大消費者基礎，行業(yè)知識，和更強的供應關系是主要優(yōu)勢。18Creatingwebsites

創(chuàng)建網站CorporatewebsitesBuildgoodwillandrelationships;generateexcitementMarketingwebsitesEngageconsumers

andattempttoinfluencepurchaseWebsitedesign7Csofeffectivewebsitedesign公司網站創(chuàng)造親切感和良好關系，帶來興奮感營銷網站雇傭消費者并努力影響購買網站設計網站設計的7Cs19SevenC’sofWebSiteDesign

網站設計的7CsContextContentCommunityCommunicationConnectionCommerceCustomization背景內容社團溝通連接商務顧客化20Placingonlineadsandpromotions

在線廣告和促銷OnlineformsofadsandpromotionsBannerads/tickersSkyscrapersInterstitialsBrowseradsContentsponsorshipsMicrositesViralmarketingFutureofonlineads廣告和促銷的在線形式Bannerads/tickersSkyscrapersInterstitialsBrowseradsContentsponsorshipsMicrositesViralmarketing在線廣告的未來21Creatingorusingwebcommunities

創(chuàng)建或使用網上社區(qū)WebcommunitiesallowmemberswithspecialintereststoexchangeviewsSocialcommunitiesWork-relatedcommunitiesMarketersfindwell-defineddemographicsandsharedinterestsusefulwhenmarketing網上社區(qū)使有特定興趣的成員可以交換觀點社會社區(qū)基于工作的社區(qū)營銷者發(fā)現(xiàn)定義良好的人群和有共同興趣在營銷中很有用22UsingE-mailandwebcasting

使用電子郵件和網絡廣播E-mailmarketingKeytoolforB2BandB2CmarketingClutterisaproblemEnrichedformsof

e-mailattempttobreakthroughclutterWebcastingAutodownloadingofcustomizedcontenttorecipients’PCs電子郵件營銷B2B和B2C營銷的主要工具混亂是一個問題電子郵件豐富的形式可以解決混亂問題網絡廣播向接受方的個人電腦進行顧客化的自動下載23PromiseandChallengesof