国外市场营销研究生学习内部课件 讨论关于品牌营销在世界电子商务环境中的现状

TheE-MarketingEnvironmentChaffeyetal.,(2009)Ch.2and3LearningobjectivesIdentifythedifferentelementsoftheInternetmacro-environmentthatimpactonanorganisation’sInternetmarketingstrategyandexecution;assesstheimpactoflegal,moralandethicalconstraintsandopportunitiesonanorganisationanddevisesolutionstoaccommodatethem;evaluatethesignificanceofothermacro-economicfactorssuchaseconomics,taxationandlegalconstraints.QuestionsformarketersHowdoIcompleteasituationanalysisaspartofplanningfordigitalmarketing?Whichfactorsaffecttheenvironmentforonlinetradinginacountry?HowdoImakesuremyonlinemarketingisconsistentwithevolvingonlinecultureandethics?HowdoIassessnewtechnologicalinnovations?WhichlawsamIsubjecttowhentradingonline?MktFun4a08094MacroandMicroEnvironmentMacroEnvironment:thebroadsocialforcesthataffecteverybusiness-demographic,cultural,economic/competitive,technologicalandpolitical/regulatoryMicroEnvironment:forcesclosetothecompanythataffectitsabilitytoserveitscustomers-thecompany,suppliers,marketingchannels,competitors,publicsMktFun4a08095TheMarketingEnvironmentCompanyMicroenvironmentMacroenvironmentPolitical/LegalPhysicalTechnologicalSocialEconomicSuppliersCustomersDistributorsCompetitorsFigure2.1TheInternetmarketingenvironmentDemographicsOnlineStudyofpopulationstructuresSexAgeIncomeLifestylesSocialclassWebographics(GrossnickleandRaskin,2001)UsagelocationAccessdeviceConnectionspeedISPExperiencelevelUsagetypeSocialFactors:Whoisonline?(Europe–58%ofpopulationROW–25%ofpopulationTop10EuropeGermany:65%Russia:60%UK:51%France:45%Turkey:35%Italy:30%Spain:29%Poland:23%Ukraine:15%Netherlands:15%8InternetUseintheUKFrequencyofInternetuse:1byagegroup,2010UnitedKingdomPercentagesEverydayoralmosteverydayAtleastonceaweek2Onceamonthorless16–248215325–448116345–548115555–647419765andover5928131UKadultswhohaveusedtheInternetinthethreemonthspriortointerview.2Noteveryday.Source:OpinionsSurvey,OfficeforNationalStatisticsUKOnlineProfile30madultsusetheinternetdaily(60%adults)9.2madultsneverusedtheinternet31%accessinternetviamobilephone73%HHhasinternetaccess31mbought/orderedgoodsonlineInternetuser:16-24(25-54)SingleInternetaccesshomemanagerial/professionaloccupationsEducatedtodegreelevelorhigherIncome:98%@£41,60010ConsumerUse(Top10)ActivitiesEmailsFindinginfoTravel/accommodationBankingReading/downloadingnewsListeningtoradio/tvSocialnetworking/blogsGames/music/filmsHealthrelatedinfoUploadingcontenttobesharedPurchasesClothes/sportsgoodsFilms/musicHolidaysHouseholdgoodsBooks/magazinesOthertravelTicketsElectronicequipmentFood/groceriesGamessoftware11RiseofSocialNetworkinginUKDataforFigure4Peoplewhohavesetupownsocialnetworkingsiteprofile:1byageUnitedKingdomPercentages2007200916–24547725–34276535–44124045–5473055–6481165andover371Profilesarearepresentationofeachuseroftencontainingpersonalinformationsuchastheirname,emailaddress,phonenumberandphotographs.Source:UKAdultsMediaLiteracy,OfcomSee:EIAA(2008)Percentage(bycategory)whoboughtonlineafterresearchingonlineSource:EIAA(2008)DevelopmentofexperienceinInternetusageConsumerbehaviourmodels1.Information/experienceseekingbehaviourmodels2.Hierarchyofresponsebuyingprocessmodels3.Multi-channelbuyingmodels4.Trust-basedmodels5.Communityparticipationmodels1.Information/experienceseekingbehaviourmodels(LewisandLewsi,1997)Directedinformation-seekers.Undirectedinformation-seekers.Directedbuyers.Bargainhunters.Entertainmentseekers.2.HierarchyofresponsebuyingprocessmodelsFigure2.15AsummaryofhowtheInternetcanimpactonthebuyingprocessforanewpurchaser3Multichannelbuyingmodels4Trust-basedmodelsFigure2.18AmodeloftherelationshipbetweendifferentaspectsoftrustandconsumerresponsebasedonthecategoriesofBartetal.(2005)NewconsiderationsforConsumerDecisionmaking(ConstantinidesandFountain,2008)22E-ConsumerBehaviour(Dennisetal.,2009)Political/RegulatoryFactorsShapedbyacombinationofgovernmentsagencies,publicopinionandconsumerpressuregroupsGovernmentmaybepositiveornegativeimpact(seeTheSundayTimesNewsReview:Whytheworld’ssecretpolicewantyoutojoinfacebook2/1/11p.1–3)UK–e-governmentInternetgovernenceLegal/EthicalIssuesPrivacyandElectronicRegulationsActLawintendedtocontrolthedistributionofemailandotheronlinecommunitiesincludingcookies.ImplementingdifferentlyindifferentcountriesPECRlegislationsummary1Appliestoconsumermarketingusinge-mailorSMSmessages2Isanopt-inregime(consentrequired)3Requiresanopt-outoptionforallcommunications4Doesnotapplytoexistingcustomerswhenmarketingsimilarproducts5Requiresthatcontactdetailsmustbeprovided6RequiresclearFrom7Appliestodirectmarketingcommunications8RestrictstheuseofcookiesTechnogicalFactors()Gartnerhypecycle:agraphicrepresentationofthematurity,adoptionandbusinessapplicationoftechnologiesRecognisesfivestag