電子商務(wù)網(wǎng)絡(luò)營(yíng)銷-資料下載頁(yè)
2024-12-04 00:46本頁(yè)面
【導(dǎo)讀】作為一種有別于傳統(tǒng)的企業(yè)商業(yè)營(yíng)銷模式它隨著中國(guó)經(jīng)濟(jì)的高速發(fā)展和人。為企業(yè)不可或缺的營(yíng)銷手段?？梢哉f(shuō)網(wǎng)絡(luò)營(yíng)銷是當(dāng)今企業(yè)紛紛爭(zhēng)奪的商戰(zhàn)制高點(diǎn)，因。但是就目前的技術(shù)水平來(lái)看，企業(yè)開展網(wǎng)上業(yè)務(wù)還存在一系列問(wèn)題，本課題就電。子商務(wù)環(huán)境下的企業(yè)網(wǎng)絡(luò)營(yíng)銷目前的一些現(xiàn)狀和問(wèn)題以及處理方發(fā)進(jìn)行研究。
【正文】 經(jīng)營(yíng)管理 [M].武漢 ： 武漢大學(xué)出版社 ， 2021 年 ， 3738 [5]應(yīng)至芳 .網(wǎng)絡(luò)營(yíng)銷實(shí)務(wù) [M].北京 ： 對(duì)外經(jīng)濟(jì)貿(mào)易大學(xué)出版社 ， 2021 年 ， 3335 [6]叢珊著 .營(yíng)銷企劃 [M].北京 ： 北京大學(xué)出版社 ， 2021 年 ， 4446 [7]濮小金 .電子商務(wù)理論與實(shí)踐 [M].北京 ： 機(jī)械工業(yè)出版社 ， 2021 年 ， 2627 附錄 1 The development of emerce To start with, the inter is profoundly changing consumer behaviour. One in five customers walking into a Sears department store in America to buy an electrical appliance will have researched their purchase online—and most will know down to a dime what they intend to pay. More surprisingly, three out of four Americans start shopping for new cars online, even though most end up buying them from traditional dealers. The difference is that these customers e to the showroom armed with information about the car and the best available deals. Sometimes they even have puter printouts identifying the particular vehicle from the dealer’s stock that they want to buy. This has enormous implications for business. A pany that neglects its website may be mitting mercial suicide. A website is increasingly being the gateway to a pany’s brand, products and services—even if the firm does not sell online. A useless website suggests a useless pany, and a rival is only a mouseclick away. But even the coolest website will be lost in cyberspace if people cannot find it, so panies have to ensure that they appear high up in inter search results. The other way to get noticed online is to offer goods and services through one of the big sites that already get a lot of traffic. Ebay, Yahoo! and Amazon are being huge trading platforms for other panies. But to take part, a pany’s products have to stand up to intense price petition. People check online prices, pare them with those in their local high street and may well take a peek at what customers in other countries are paying. Even if websites are prevented from shipping their goods abroad, there are plenty of webbased entrepreneurs ready to oblige. Yahoo! is not alone in defining its strategy as working out what its customers (260m unique users every month) are looking for, and then trying to give it to them. The first thing they want is to bee better informed about products and prices. “We operate our business on that belief,” says Jeff Bezos, Amazon’s chief executive. Amazon became famous for books, but long ago branched out into selling lots of other things too。 among its latest ventures are health products, jewellery and gourmet food. Apart from cheap and bulky items such as garden rakes, Mr Bezos thinks he can sell most things. And so do the millions of people who use eBay. One of the biggest mercial advantages of the inter is a lowering of transaction costs, which usually translates directly into lower prices for the consumer. So, if the lowest prices can be found on the inter and people like the service they get, why would they buy anywhere else? One reason may be convenience。 another, concern about fraud, which poses the biggest threat to online trade. But as long as the inter continues to deliver price and product information quickly, cheaply and securely, emerce will continue to grow. Increasingly, panies will have to assume that customers will know exactly where to look for the best buy. This market has the potential to bee as perfect as it gets. 附錄 2 逐步 完善的電子商務(wù) 互聯(lián)網(wǎng)正深深地改變著消費(fèi)者的消費(fèi)行為。目前，有 1/5 的美國(guó)人在到商店購(gòu)買電子產(chǎn)品前，會(huì)先到網(wǎng)上去查詢其最低價(jià)，以節(jié)省哪怕一毛錢。更讓人吃驚的是，有3/4 的美國(guó)人在購(gòu)買新汽車時(shí)也會(huì)首先想到互聯(lián)網(wǎng)，即使最后成交仍可能是用傳統(tǒng)的方式 從經(jīng)銷商那購(gòu)買，但他們會(huì)到網(wǎng)上去了解有關(guān)要購(gòu)汽車的各種信息，并選定網(wǎng)上推薦的最好的經(jīng)銷商。有時(shí)，他們還會(huì)到相關(guān)網(wǎng)站上去打印自己感興趣的汽車的圖片等資料作參考。 網(wǎng)站建設(shè)對(duì)商業(yè)行為來(lái)說(shuō)意義重大。一個(gè)不注重網(wǎng)站建設(shè)的公司無(wú)異于是在商戰(zhàn)中自 殺。即便公司并不從事網(wǎng)上交易，網(wǎng)站也會(huì)成為人們了解其商標(biāo)、產(chǎn)品及服務(wù)的門戶。在電腦空間，一個(gè)無(wú)價(jià)值的網(wǎng)站往往預(yù)示著一個(gè)無(wú)價(jià)值的公司，他只會(huì)在人們的鼠標(biāo)點(diǎn)擊下被無(wú)情舍棄。所以一個(gè)成功的公司一定要建成一個(gè)優(yōu)秀的網(wǎng)站，以確保它能出現(xiàn)在每次搜索結(jié)果的前列。 另一條忠告就是公司最好在一家已擁有相當(dāng)訪問(wèn)量的網(wǎng)站上登載自己的商品及服務(wù)。 Ebay、 Yahoo、 Amazon 正在某些方面成為眾多公司的展示自己商品的巨大平臺(tái)，不過(guò)一個(gè)公司要參與到這個(gè)平臺(tái)中來(lái)，則必需經(jīng)得住激烈的價(jià)格戰(zhàn)。網(wǎng)上消費(fèi)者往往會(huì)拿商品網(wǎng)上報(bào)價(jià)與當(dāng) 地商店里作一比較，甚至?xí)c別的國(guó)家的售價(jià)進(jìn)行比較，即使網(wǎng)上銷售在境外是被禁止的，也會(huì)有大量的基于網(wǎng)站銷售方式的業(yè)主積極去運(yùn)作。 像 Yahoo!這樣，致力于尋找并提供客戶需要的各種信息的網(wǎng)站并不在少數(shù)（ Yahoo!每月?lián)Q有 2。 6 億訪問(wèn)者）。消費(fèi)者最關(guān)心的就是最詳實(shí)的商品名錄及其報(bào)價(jià)， Amazon 執(zhí)行總裁 Jeff Bezos 說(shuō)： “ 我們經(jīng)營(yíng)的基礎(chǔ)是消費(fèi)者的信任 ” 。 Amazon現(xiàn)在已是世界聞名的圖書經(jīng)銷商 ，以前它也曾在網(wǎng)上銷售過(guò)其它產(chǎn)品，例如保健品、珠寶和精選的食品。 Bezos 先生認(rèn)為除倉(cāng)儲(chǔ)超市里那些體積大價(jià)格低的物品外，他們甚至可以出售一切，這也是數(shù)以百萬(wàn)計(jì)的消費(fèi)者選擇 eBay 的原因。 網(wǎng)上銷售最大的優(yōu)勢(shì)就在于其低價(jià)，這是因?yàn)榫W(wǎng)上商品沒(méi)有多層中轉(zhuǎn)，于是也就沒(méi)有多層加價(jià)，它們一般都是直接從生產(chǎn)廠家直接到消費(fèi)者。如果在互聯(lián)網(wǎng)上消費(fèi)者 可以買到最低價(jià)格的商品并能得到最好的服務(wù)，還會(huì)有人去其它地方購(gòu)物嗎？ 當(dāng)然，消費(fèi) 者 在網(wǎng)上購(gòu)物時(shí)，可能會(huì)面對(duì)欺詐行為。但隨著互聯(lián)網(wǎng)的發(fā)展，它傳遞商品信息速度進(jìn)一 步加快，加上提供同一商品的多家網(wǎng)站必然會(huì)考慮自己的長(zhǎng)遠(yuǎn)發(fā)展，而爭(zhēng)相提供準(zhǔn)確翔實(shí)的商品信息和價(jià)格，并提供優(yōu)質(zhì)服務(wù)，以抓住更多的用戶。所以網(wǎng)上市場(chǎng)肯定會(huì)越來(lái)
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