新顾客连接

MarketingintheDigitalAge:MakingNewCustomerConnections数字时代的营销：新顾客连接3-1Objectives目标•Beabletoidentifythemajorforcesshapingthenewdigitalage.•UnderstandhowcompanieshaverespondedtotheInternetwithe-businessstrategies.•Beabletodescribethefourmajore-commercedomains.•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3-2Objectives目标•Understandhowcompaniesusee-commercetoprofitablydelivergreatervaluetocustomers.•Realizethepromiseandchallengesthate-commercepresentsforthefuture.•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•Inventeddiscountbrokeragecategory•FirstU.S.majorplayertogoonline•Initiallyofferedtwo-tieredtradingsystemtoprotectprofits/stopcannibalization•Laterbecamefirsttrueclick-and-mortarfull-servicebrokerage•Nowworld’slargeste-commercesite•85%onlinetrades;21%oftradevolume;StrongstockreturnCharlesSchwabCaseStudy案例研究3-4MajorForcesShapingtheDigitalAge形成数字时代的主要主要力量•DigitalizationandConnectivityTheflowofdigitalinformationrequiresconnectivityIntranets,Extranets,andtheInternet•TheInternetExplosionKeydriverofthe“neweconomy”•数字化和连接数字信息的流动需要连接内部网、外部网、因特网•网络爆炸“新经济”的主要动力3-5MajorForcesShapingtheDigitalAge形成数字时代的主要主要力量•NewTypesofIntermediariesBrick-and-mortarfirmsoftenfacedisintermediationfromclick-onlycompetitorsTheclick-and-mortarbusinessmodelhasbeenhighlysuccessful•CustomizationandCustomerization•新型媒介传统公司经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3-6MajorForcesShapingtheDigitalAge形成数字时代的主要主要力量•E-business:useselectronicmeansandplatformstoconductbusiness.•E-commerce:facilitatesthesaleofproductsandservicesbyelectronicmeans.•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3-7MarketingStrategyintheDigitalAge数字时代的营销策略•E-marketing:Includeseffortsthatinform,communicate,promote,andsellproductsandservicesovertheInternet.•E-commercebenefitsbothbuyersandsellers•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3-8MarketingStrategyintheDigitalAge数字时代的营销策略•BuyerBenefitsofE-Commerce:ConvenienceEasyandprivateGreaterproductaccess/selectionAccesstocomparativeinformationInteractiveandimmediate•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3-9MarketingStrategyintheDigitalAge数字时代的营销策略•SellerBenefitsofE-Commerce:RelationshipbuildingReducedcostsIncreasedspeedandefficiencyFlexibilityGlobalaccess,globalreach•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3-10E-MarketingDomainsE-CommerceDomainsTargetedtoconsumersInitiatedbybusinessesB2CTargetedtobusinessesInitiatedbyconsumersC2CC2BB2B3-11电子商务的领域电子商务的领域以顾客为目标由公司发起B2C以公司为目标由消费者发起C2CC2BB2B3-12B2C•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•OnlineconsumersNowmoremainstreamanddiverseHascreatednewtargetingopportunitiesOnlinebehaviordiffersbyageOnlineconsumersdifferfromtraditionaloff-lineconsumersTheyinitiateandcontroltheexchangeprocessValueinformationhighly3-13B2B•B2BsalesfarexceedB2CsalesB2Bsalesareestimatedtoreach$4.3trillionin2005•OpentradingnetworksE-marketspacebringingsellersandbuyerstogether•PrivatetradingnetworksLinkssellerswiththeirowntradingpartners•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3-14C2C•C2CwebsiteshelpconsumersexchangegoodsorinformationeBayisoneexample•AuctionsitesfacilitatetheexchangeprocessAllowaccesstoamuchlargeraudience•Newsgroups/forumsHelpconsumerstofindandshareinformation•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3-15C2B•Allowconsumerstosearchoutsellers,learnaboutoffers,initiatepurchase,ordictatepurchasetermsEx:Priceline.com•SomesitesfacilitatethefeedbackprocessbetweencustomersandcompaniesEx:Planetfeed.com•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：Priceline.com•一些网站使公司和消费者间的反馈工作变得很容易如：Planetfeed.com3-16ConductingE-Commerce电子商务操作•Click-Only-CompetitorsE-tailers,searchenginesandportals,ISPs,transactionsites,enablersites•Dot.comsfailedformanyreasonsLackofplanningandresearchOveremphasisonacquisitionvs.retentionPoorwebsitedesign/distributionsystemsLowmargins•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•Dot.coms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3-17ConductingE-Commerce电子商务操作•Click-and-MortarCompaniesChannelconflictwasinitiallyaconcernE-commerceoftencreatednewcustomers,ratherthancannibalizingexistingonesManyfirmsnowenjoygreatersuccessthantheirclick-onlycompetitionTrustedbrandnames,greaterfinancialresources,largercustomerbase,industryknowledge,andstrongsupplierrelationshipswerekeyadvantages•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。3-18Creatingwebsites创建网站•CorporatewebsitesBuildgoodwillandrelationships;generateexcitement•MarketingwebsitesEngageconsumersandattempttoinfluencepurchase•Websitedesign7Csofeffectivewebsitedesign•公司网站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7Cs3-19SevenC’sofWebSiteDesign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3-20Placingonlineadsandpromotions在线广告和促销•OnlineformsofadsandpromotionsBannerads/tickersSkyscrapersInterstitialsBrowseradsContentsponsorshipsMicrositesViralmarketing•Futureofonlineads•广告和促销的在线形式B