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echnologyi)以商品或服務(wù)經(jīng)銷(xiāo)商為中介的網(wǎng)絡(luò)營(yíng)銷(xiāo)間接渠道 商品或服務(wù)經(jīng)銷(xiāo)中介商生產(chǎn)商 消費(fèi)者產(chǎn)品ii)以信息中介商為中介的網(wǎng)絡(luò)營(yíng)銷(xiāo)間接渠道生產(chǎn)商 消費(fèi)者信息網(wǎng)絡(luò)信息中介商產(chǎn)品38 Harbin Institute of Technology網(wǎng)絡(luò)營(yíng)銷(xiāo)戰(zhàn)略企業(yè)銷(xiāo)售產(chǎn)品或服務(wù)所用手段的組合, 為營(yíng)銷(xiāo)戰(zhàn)略。以產(chǎn)品為核心的營(yíng)銷(xiāo)戰(zhàn)略n 無(wú)法滿足特定的需求以客戶為核心的營(yíng)銷(xiāo)戰(zhàn)略n 網(wǎng)站不是產(chǎn)品大全,而是滿足客戶特殊需求的工具n 這種形式逐漸增多許多企業(yè)同時(shí)采取兩種形式39 Harbin Institute of TechnologyThree Golden RulesTransaction Rule 交易規(guī)則n MATCH (CONTENT, PROFILE) 匹配(內(nèi)容與形式)n your product/service meets a personalized customer’s need 你的產(chǎn)品和服務(wù)應(yīng)滿足具有個(gè)性的客戶需求Retention Rule 保持規(guī)則n LEARN (FEEDBACK, OBSERVATION)學(xué)習(xí)(反饋,觀察)n to repeat business learn consumption behavior online 反復(fù)進(jìn)行在線消費(fèi)行為商務(wù)研究Trust rule 信任原則n TRUST (FAMILIARITY, LOYALTY)信任(親密,忠誠(chéng))n Security + Privacy + Quality + Reliability + Insurance + Testimonies安全 +隱私 +質(zhì)量 +可靠40 Harbin Institute of TechnologyThe “P”s of MarketingProduct 產(chǎn)品Price 價(jià)格Place 地點(diǎn)Promotion 促銷(xiāo)Promptness 敏捷Personalization 個(gè)性化Push/pull 推 /拉Privacy 隱私41 Harbin Institute of TechnologyPush/Pull Information Delivery42 Harbin Institute of TechnologyPersonalizationLet the customers feel at home 讓客戶感覺(jué)很親切Examples 舉例n Userfriendly interface designed according to customer’s taste 根據(jù)客戶的喜好設(shè)計(jì)友好的用戶界面n Geographically targeted service 針對(duì)不同地理位置的服務(wù)43 Harbin Institute of TechnologyPersonalization versus CustomizationComputer “guesses” the user’s need and suggest a interaction mode(電腦猜測(cè)用戶的需求然后提供一個(gè)交互模型)Under direct user control (user explicitly select certain options)(在用戶的控制之下(用戶選擇某一個(gè)確定的選項(xiàng)))44 Harbin Institute of TechnologyPromptness45 Harbin Institute of TechnologyPrivacy – the privacy paradoxDefining the value of Inter privacy. 定義互聯(lián)網(wǎng)隱私的價(jià)值n Example: Customers are willing to give up some privacy is the personal information improves customers’ buying experienceTrust is critical 信任是必不可少的Customers want controls Customers don’t want panies to sell personal data to marketers (“spam”)46 Harbin Institute of Technology同各個(gè)細(xì)分市場(chǎng)進(jìn)行有效的溝通識(shí)別客戶群體傳遞營(yíng)銷(xiāo)信息n 傳統(tǒng)企業(yè) VS網(wǎng)絡(luò)企業(yè)(銀行、電子商務(wù)網(wǎng)站)n 網(wǎng)絡(luò)企業(yè)面臨的挑戰(zhàn)是如何是客戶在沒(méi)有現(xiàn)實(shí)經(jīng)營(yíng)場(chǎng)所的情況下信任它們47 Harbin Institute of Technology同各個(gè)細(xì)分市場(chǎng)進(jìn)行有效的溝通信任與媒體選擇n 網(wǎng)絡(luò)處于大眾媒體與個(gè)人接觸之間— 低成本、個(gè)性化n 大眾媒體廣告與網(wǎng)絡(luò)營(yíng)銷(xiāo)的差異— 主動(dòng)與被動(dòng)— 網(wǎng)絡(luò)營(yíng)銷(xiāo)的重要措施是把基于信任的個(gè)人接觸移植到網(wǎng)上,而不是相反48 Harbin Institute of Technology同各個(gè)細(xì)分市場(chǎng)進(jìn)行有效的溝通市場(chǎng)細(xì)分n 地理、人口、心理 ……n 網(wǎng)上市場(chǎng)細(xì)分(創(chuàng)造相應(yīng)的市場(chǎng)環(huán)境)n 讓客戶自己選擇— 戴爾公司49 Harbin Institute of Technology超越市場(chǎng)細(xì)分-客戶行為細(xì)分客戶行為細(xì)分n 同樣客戶,不同場(chǎng)合、時(shí)間有不同的需求n 網(wǎng)站很容易設(shè)計(jì)成滿足不同行為模式客戶的需求客戶類(lèi)別分類(lèi)n 瀏覽者n 采購(gòu)者n 購(gòu)物者多數(shù)網(wǎng)站采取的方法是讓客戶選擇自己的類(lèi)別50 Harbin Institute of Technology客戶的爭(zhēng)取、轉(zhuǎn)變與維系爭(zhēng)取訪問(wèn)者轉(zhuǎn)變?yōu)榭蛻舯A糇】蛻舾鱾€(gè)部分均存在成本,準(zhǔn)確的測(cè)量這些成本對(duì)于網(wǎng)站營(yíng)銷(xiāo)策略的制定非常重要漏斗模型51 Harbin Institute of Technology網(wǎng)上廣告Medium E