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(biāo)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(wǎng)作出反應(yīng)能夠描述四個主要電子商務(wù)領(lǐng)域2Objectives目標(biāo)Understandhowcompaniesusee-commercetoprofitablydelivergreatervaluetocustomers.Realizethepromiseandchallengesthate-commercepresentsforthefuture.解釋公司怎樣利用電子商務(wù)向顧客傳遞更多價值并從中獲利。闡述電子商務(wù)給未來帶來的機(jī)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(nèi)部網(wǎng)、外部網(wǎng)、因特網(wǎng)網(wǎng)絡(luò)爆炸“新經(jīng)濟(jì)”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(jīng)常缺乏與網(wǎng)絡(luò)公司的調(diào)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(jīng)常的公司電子商務(wù)通過電子方法推動產(chǎn)品和服務(wù)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(wǎng)通知、交流、促銷和銷售產(chǎn)品和服務(wù)的力量。電子商務(wù)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(wù)的好處：：方便容易、私秘更多產(chǎn)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(wù)對買方的好處：建立關(guān)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(wù)的領(lǐng)域電子商務(wù)的領(lǐng)域以顧客為目標(biāo)由公司發(fā)起B(yǎng)2C以公司為目標(biāo)由消費(fèi)者發(fā)起C2CC2BB2B12

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

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

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

創(chuàng)建網(wǎng)站CorporatewebsitesBuildgoodwillandrelationships;generateexcitementMarketingwebsitesEngageconsumers

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

網(wǎng)站設(shè)計的7CsContextContentCommunityCommunicationConnectionCommerceCustomization背景內(nèi)容社團(tuán)溝通連接商務(wù)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(wǎng)上社區(qū)WebcommunitiesallowmemberswithspecialintereststoexchangeviewsSocialcommunitiesWork-relatedcommunitiesMarketersfindwell-defineddemographicsandsharedinterestsusefulwhenmarketing網(wǎng)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(wǎng)絡(luò)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(wǎng)絡(luò)廣播向接受方的個人電腦進(jìn)行顧客化的自動下載23PromiseandChallengesof