新顾客连接(PPT 24页).ppt

1、Marketing in the Digital Age: Making New Customer Connections,数字时代的营销：新顾客连接,3 - 1,Objectives 目标,Be able to identify the major forces shaping the new digital age. Understand how companies have responded to the Internet with e-business strategies. Be able to describe the four major e-commerce domains.

2、,能够定义形成数字时代的主要力量 理解公司怎样通过电子商业策略对因特网作出反应 能够描述四个主要电子商务领域,3 - 2,Objectives 目标,Understand how companies use e-commerce to profitably deliver greater value to customers. Realize the promise and challenges that e-commerce presents for the future.,解释公司怎样利用电子商务向顾客传递更多价值并从中获利。 阐述电子商务给未来带来的机遇和挑战。,3 - 3,Invent

3、ed discount brokerage category First U.S. major player to go online Initially offered two-tiered trading system to protect profits / stop cannibalization,Later became first true click-and-mortar full-service brokerage Now worlds largest e-commerce site 85% online trades; 21% of trade volume; Strong

4、stock return,Charles Schwab,Case Study 案例研究,3 - 4,Major Forces Shaping the Digital Age 形成数字时代的主要主要力量,Digitalization and Connectivity The flow of digital information requires connectivity Intranets, Extranets, and the Internet The Internet Explosion Key driver of the “new economy”,数字化和连接 数字信息的流动需要连接

5、内部网、外部网、因特网 网络爆炸 “新经济”的主要动力,3 - 5,Major Forces Shaping the Digital Age 形成数字时代的主要主要力量,New Types of Intermediaries Brick-and-mortar firms often face disintermediation from click-only competitors The click-and-mortar business model has been highly successful Customization and Customerization,新型媒介 传统公司经

6、常缺乏与网络公司的调解。 传统公司模式取得了很大成功 顾客化和商业化,3 - 6,Major Forces Shaping the Digital Age 形成数字时代的主要主要力量,E-business: uses electronic means and platforms to conduct business. E-commerce: facilitates the sale of products and services by electronic means.,电子公司 使用电子方法经常的公司 电子商务 通过电子方法推动产品和服务的销售,3 - 7,Marketing Strat

7、egy in the Digital Age 数字时代的营销策略,E-marketing: Includes efforts that inform, communicate, promote, and sell products and services over the Internet. E-commerce benefits both buyers and sellers,电子营销： 包括通过因特网通知、交流、促销和销售产品和服务的力量。 电子商务使买方和卖方都能受益,3 - 8,Marketing Strategy in the Digital Age 数字时代的营销策略,Buyer

8、 Benefits of E-Commerce: Convenience Easy and private Greater product access/selection Access to comparative information Interactive and immediate,电子商务的好处： 方便 容易、私秘 更多产品选择 接触比较信息 交互、及时,3 - 9,Marketing Strategy in the Digital Age 数字时代的营销策略,Seller Benefits of E-Commerce: Relationship building Reduced

9、costs Increased speed and efficiency Flexibility Global access, global reach,电子商务对买方的好处： 建立关系 降低成本 提高速度和效率 可变性 全球市场,3 - 10,E-Marketing Domains,E-Commerce Domains,Targeted to consumers,Initiated by businesses,B2C,Targeted to businesses,Initiated by consumers,C2C,C2B,B2B,3 - 11,电子商务的领域,电子商务的领域,以顾客为目标,

10、由公司发起,B2C,以公司为目标,由消费者发起,C2C,C2B,B2B,3 - 12,B2C,网上消费者 现在更加多样化并逐渐成为主流 带来了新的目标市场 在线行为随年龄变化 网上消费者与传统消费者不同 他们发起并控制交换过程 高度关注信息,Online consumers Now more mainstream and diverse Has created new targeting opportunities Online behavior differs by age Online consumers differ from traditional off-line consumers

11、 They initiate and control the exchange process Value information highly,3 - 13,B2B,B2B sales far exceed B2C sales B2B sales are estimated to reach $4.3 trillion in 2005 Open trading networks E-marketspace bringing sellers and buyers together Private trading networks Links sellers with their own tra

12、ding partners,B2B的销售额远超过B2C 到2005年B2B的销售额有望达到430,000亿。 开启商业网 电子市场把买方和卖方聚到一起 私人交易网 把卖者与他们自己的合作伙伴联系起来,3 - 14,C2C,C2C web sites help consumers exchange goods or information eBay is one example Auction sites facilitate the exchange process Allow access to a much larger audience Newsgroups / forums Help

13、consumers to find and share information,C2C网站帮助消费者交换商品或信息 eBay就是一个例子 拍卖网站推动了交换进程 提供了与更广泛的客户接触的机会 新闻组织/论坛 帮助消费者寻找和分享信息,3 - 15,C2B,Allow consumers to search out sellers, learn about offers, initiate purchase, or dictate purchase terms Ex: P Some sites facilitate the feedback process between customers

14、and companies Ex: P,允许消费者寻找卖方、了解供货方、提出购买意图或进行购买 例： P 一些网站使公司和消费者间的反馈工作变得很容易 如： P,3 - 16,Conducting E-Commerce 电子商务操作,Click-Only-Competitors E-tailers, search engines and portals, ISPs, transaction sites, enabler sites Ds failed for many reasons Lack of planning and research Over emphasis on acquisit

15、ion vs. retention Poor web site design / distribution systems Low margins,网络竞争者 网上股票商、搜索引擎和入口、ISP、交易网站、授权网站 Ds的失败有很多原因 缺乏计划和研究 过分关注获取和保持 网站设计/分销系统较差 低利润,3 - 17,Conducting E-Commerce 电子商务操作,Click-and-Mortar Companies Channel conflict was initially a concern E-commerce often created new customers, rat

16、her than cannibalizing existing ones Many firms now enjoy greater success than their click-only competition Trusted brand names, greater financial resources, larger customer base, industry knowledge, and strong supplier relationships were key advantages,兼有网上销售和传统业务的公司 最初渠道冲突是关键问题 电子商务经常带来新顾客，而不是关注原有

17、顾客 许多公司现在比仅在网上销售的公司更加成功 值得信赖的品牌名称，更强大的财务资源，更大消费者基础，行业知识，和更强的供应关系是主要优势。,3 - 18,Creating web sites 创建网站,Corporate web sites Build goodwill and relationships; generate excitement Marketing web sites Engage consumers and attempt to influence purchase Web site design 7 Cs of effective web site design,公司网

18、站 创造亲切感和良好关系，带来兴奋感 营销网站 雇佣消费者并努力影响购买 网站设计 网站设计的7Cs,3 - 19,Seven Cs of Web Site Design 网站设计的7Cs,Context Content Community Communication Connection Commerce Customization,背景 内容 社团 沟通 连接 商务 顾客化,3 - 20,Placing online ads and promotions 在线广告和促销,Online forms of ads and promotions Banner ads/tickers Skyscr

19、apers Interstitials Browser ads Content sponsorships Microsites Viral marketing Future of online ads,广告和促销的在线形式 Banner ads/tickers Skyscrapers Interstitials Browser ads Content sponsorships Microsites Viral marketing 在线广告的未来,3 - 21,Creating or using web communities 创建或使用网上社区,Web communities allow me

20、mbers with special interests to exchange views Social communities Work-related communities Marketers find well-defined demographics and shared interests useful when marketing,网上社区使有特定兴趣的成员可以交换观点 社会社区 基于工作的社区 营销者发现定义良好的人群和有共同兴趣在营销中很有用,3 - 22,Using E-mail and webcasting 使用电子邮件和网络广播,E-mail marketing Key tool for B2B and B2C marketing Clutter is a problem Enriched forms of e-mail attempt to break through clutter Webcasting Auto downloading of customized content to recipients PCs,电子邮件营销 B2B和B2C营销的主要工具 混乱是一个问题 电子邮件丰富的形式可以解决混乱问题 网络广播 向接受方的个人电脑进行顾客化的自动下载,3 - 23,Promise and Challenges of