电子商务英文ppt

Chapter4ConsumerBehavior,CustomerService,andAdvertisingLearningObjectivesAfterfinishthischapter,youshouldbeabletoDescribethefactorsthatinfluenceconsumerbehavioronlineUnderstandthedecision-makingprocessofconsumerpurchasingonlineDescribehowcompaniesarebuildingone-to-onerelationshipswithcustomersDiscusstheissuesofe-loyaltyande-trustinECLearningObjectivesAfterfinishthischapter,youshouldbeabletoExplainhowpersonalizationisaccomplishedonlineDefineCRManditscomponentsDescribetheobjectivesofWebadvertisinganditscharacteristicsDescribethemajoradvertisingmethodsusedontheWebDescribevariousonlinepromotionsDescribetheissuesinvolvedinmeasuringthesuccessofWebadvertisementsasitrelatestodifferentpricingmethods.UnderstandtheroleofintelligentagentsinconsumerissuesandadvertisingapplicationsAfterfinishthischapter,youshouldbeabletoLearningObjectives(cont.)OutlineI.ConsumerBehaviorOnlineII.CustomerService1.One-to-OneRelationships2.Personalization3.CustomerLoyalty&E-LoyaltyIII.CustomerRelationshipManagement(CRM)IV.OnlineAdvertisingKeyWordsStimulin.刺激物Initiatorn.发起人initiatevt.Profilen.轮廓Swapvt.交换Interstitialadj.空隙的ECConsumerBehaviorModelSource:‘INTRODUCTIONTOE-COMMERCE’,ByEfraimTurbanI.ConsumerBehaviorOnlineFactorsAffectingConsumerBehaviorOnlinePurchasingEnvironmentSocialvariables:peopleareinfluencedby:Familymembers,friends,co-workers,“what’sinfashionthisyear”Cultural/communityvariables—wheretheconsumerlivesOtherenvironmentalvariables:Availableinformation,governmentregulations,legalconstraints,situationalfactorsI.ConsumerBehaviorOnlinePersonalCharacteristicsPersonalDifferencesAgeandgenderMaritalstatusEducationallevelPersonalCharacteristicsEthnicity(种族划分)OccupationHouseholdincomePersonalityLifestylecharacteristicsFactorsAffectingConsumerBehaviorOnlineI.ConsumerBehaviorOnlineConsumerPurchasingDecisionMakingRolespeopleplayindecision-makingInitiator—suggests/thinksofbuyingaparticularproductorserviceInfluencer—advice/viewscarryweightinmakingafinalbuyingdecisionDecider—makesabuyingdecisionoranypartofitBuyer—makestheactualpurchaseUser—consumesorusesaproductorserviceI.ConsumerBehaviorOnline--GeneralPurchasingDecision-MakingModelConsumerPurchasingDecisionMaking5majorphasesofageneralmodel1.Needidentification2.Informationsearch3.Evaluationofalternatives4.Purchaseanddeliver5.After-purchaseevaluationII.CustomerServiceEstablishingOne-to-OneRelationshipsTraditionally,one-to-manyrelationshipwasestablishedthrough“fourP’s”ofmarketing:•Price•Promotion•Product•PlaceII.CustomerServiceEstablishingOne-to-OneRelationshipsDoingbusinessoverInternetenablescompaniesto:CommunicatebetterwithcustomersUnderstandcustomers’needsandbuyinghabitsbetterImproveandcustomizetheirfuturemarketingeffortsTheNewMarketingModelSource:‘INTRODUCTIONTOE-COMMERCE’,ByEfraimTurbanII.CustomerServicePersonalizationDefinition:Thematchingofservices,products,andadvertisingcontenttoindividualconsumer.Customerprofile:therequirements,preferences,behaviors,anddemographictraitsofaparticularcustomerCookie:Itisnotsnackbut-adatafilethatisplacedonauser’sharddrivebyaWebserver,frequentlywithoutdisclosureortheuser’sconsent,thatcollectsinformationabouttheuser’sactivitiesatasite.II.CustomerServiceCustomerloyaltyDefinition:degreetowhichcustomerstayswithvendororbrand.ItisImportantelementinconsumerpurchasingbehaviorOneofthemostsignificantcontributorstoprofitabilityII.CustomerServiceE-loyaltyDefinition:customer’sloyaltytoane-tailer.IthelpsLearnaboutcustomers’needsInteractwithcustomersProvidecustomerserviceIII.CustomerRelationshipManagement(CRM)WhatisCRM?(CustomerRelationshipManagement)-Aprocessormethodologyusedtolearnmoreaboutcustomers'needsandbehaviorsinordertodevelopstrongerrelationshipswiththem.III.CustomerRelationshipManagement(CRM)WhatisCRMS(CustomerRelationshipManagementSystem)?-Arepositoryofcustomerinformationthatrecordsallofthecontactsthatacustomerhaswithafirmandgeneratesacustomerprofileavailabletoeveryoneinthefirmwithaneedto“knowthecustomer.”ForexampleIII.CustomerRelationshipManagement(CRM)ActionsforsuccessfulCRMDeliverpersonalizedservicesTargettherightcustomersHelpthecustomersdotheirjobsLetcustomershelpthemselvesStreamlinebusinessprocessesthatimpactthecustomers“Own”thecustomer’stotalexperiencebyprovidingeverypossiblecustomercontactProvidea360-degreeviewofthecustomerrelationshipIII.CustomerRelationshipManagement(CRM)DataminingDefinition:theprocessofsearchingalargedatabasetodiscoverpreviouslyunknownpatterns;automatestheprocessoffindingpredictiveinformationIII.CustomerRelationshipManagement(CRM)DataminingDataminingtoolsandtechniques:NeuralcomputingIntelligentagentsAssociationanalysisSampledataminingapplicationsRetailingandsalesdistributionBankingBroadcastingAirlinesMarketingIV.OnlineAdvertisingAdvertisingisanattempttodisseminateinformationinordertoaffectabuyer-sellertransactionInteractivemarketing—marketingthatallowsaconsumertointeractwithanonlinesellerTwo-waycommunicationande-mailcapabilitiesVendorsalsocantargetspecificgroupsand