网上营销

Chapter4:MarketingontheWeb网上营销ElectronicCommerceElectronicCommerce2ObjectivesInthischapter,youwilllearnabout:•Marketingstrategies营销策略•Communicatingwithdifferentmarketsegments市场细分•Customerrelationshipintensityandthecustomerrelationshiplifecycle客户关系程度与生命周期•UsingadvertisingontheWeb网上广告ElectronicCommerce3Objectives(continued)•E-mailmarketing电子邮件营销•Technology-enabledcustomerrelationshipmanagement客户关系管理•CreatingandmaintainingbrandsontheWeb在网上创建与维护品牌•Searchenginepositioninganddomainnameselection搜索引擎排名与域名选择ElectronicCommerce4WhatisMarketing•CaseStudy：HowtosellthecombstoMonks?•Questions:成功的营销策略包含哪些因素？ElectronicCommerce5WhatisMarketing•TheAmericanMarketingAssociation(AMA)states,“Marketingistheprocessofplanningandexecutingtheconception,pricing,promotion,anddistributionofideas,goods,andservicestocreateexchangesthatsatisfyindividualandorganizationalobjectives.•美国营销协会将其定义为：营销是一个计划和执行对于知识、产品以及服务的设计、定价、推广和分销的全过程，目的是通过交换来满足个人和组织的需求。ElectronicCommerce6WhatisMarketing•Itincludesdiversedisciplineslikesales,publicrelations,pricing,packaging,anddistribution.•Ifayoungmantellshisdateshe'sintelligent,lookslovely,andisagreatconversationalist,he'ssayingtherightthingstotherightpersonandthat'smarketing.Iftheyoungmantellshisdatehowhandsome,smartandsuccessfulheis--that'sadvertising.Ifsomeoneelsetellstheyoungwomanhowhandsome,smartandsuccessfulherdateis--that'spublicrelations.ElectronicCommerce7MarketingStrategies•FourPsofmarketing营销4P–Product产品•Physicalitemorservicethatthecompanyisselling–Price价格•Amountacustomerpaysfortheproduct–Promotion促销推广•Anymeansofspreadingthewordabouttheproduct–Place渠道•NeedtohaveproductsorservicesavailableindifferentlocationsElectronicCommerce8MarketSegmentation市场细分•Marketsegmentationisdividingthepoolofpotentialcustomersintosegmentsandtargetingspecificportionsofthemarketwithadvertisingmessages•将潜在客户划分为较小规模的市场，并将特定的广告信息送达到这类小市场。ElectronicCommerce9MarketSegmentation(continued)•Geographicsegmentation地理细分–Creatingdifferentcombinationsofmarketingeffortsforeachgeographicalgroupofcustomers•Demographicsegmentation人口细分–Usesage,gender,familysize,income,education,religion,orethnicitytogroupcustomers•Psychographicsegmentation心理细分–Groupscustomersbyvariablessuchassocialclass,personality,ortheirapproachtolifeElectronicCommerce10ElectronicCommerce11CommunicatingwithDifferentMarketSegments与不同细分市场的沟通•Identifygroupsofpotentialcustomers识别客户群–Thefirststepinsellingtothosecustomers•Mediaselection媒体选择–CanbecriticalforanonlinefirmElectronicCommerce12ElectronicCommerce13TrustandMediaChoice信任与媒体选择•TheWebisanintermediatestepbetweenmassmediaandpersonalcontact•Costofmassmediaadvertisingcanbespreadoveritsaudience•CompaniescanusetheWebtocapturesomeofthebenefitsofpersonalcontact,yetavoidsomeofthecostsinherentinthatapproachElectronicCommerce14MarketSegmentationontheWeb网上市场细分•Behavioralsegmentation行为细分–Creationofseparateexperiencesforcustomersbasedontheirbehavior•Occasionsegmentation场合细分–Whenbehavioralsegmentationisbasedonthingsthathappenataspecifictime•Usage-basedmarketsegmentation用法细分–CustomizingvisitorexperiencestomatchthesiteusagebehaviorpatternsofeachvisitorElectronicCommerce15•Behavior-basedcategoriesinclude:–Simplifiers•Likeconvenience–Surfers•UsetheWebtofindinformationandexplorenewideas–Bargainers•Areinsearchofagooddeal–Connectors•UsetheWebtostayintouchwithotherpeople–Routiners•ReturntothesamesitesoverandoveragainMarketSegmentationontheWeb网上市场细分ElectronicCommerce16CustomerRelationshipIntensityandLife-CycleSegmentation客户关系程度与生命周期划分•Onegoalofmarketingistocreatestrongrelationshipsbetweenacompanyanditscustomers营销的目标之一是在公司与客户之间建立密切的联系•Goodcustomerexperiencescanhelpcreateanintensefeelingofloyalty好的客户体验能帮助建立较强的忠诚感ElectronicCommerce17ElectronicCommerce18Acquisition,Conversion,andRetentionofCustomers客户的争取、转变与维系•Acquisitioncost获取成本–Moneyasitespendstodrawonevisitortothesite•Conversion转变–Convertingafirst-timevisitorintoacustomer•Conversioncost转变成本–Costofinducingonevisitortomakeapurchase,signupforasubscription,orregister•Retainedcustomers保留住的客户–CustomerswhoreturntothesiteoneormoretimesaftermakingtheirfirstpurchasesElectronicCommerce19CustomerAcquisition,Conversion,andRetention:TheFunnelModel客户的争取、转变与维系的漏斗模型ElectronicCommerce20AdvertisingontheWeb网上广告•Bannerad横幅广告–SmallrectangularobjectonaWebpage•Pop-upad弹出式广告–AppearsinitsownwindowwhentheuseropensorclosesaWebpage•Interstitialad插页式广告–Whenauserclicksalinktoloadapage,theinterstitialadopensinitsownbrowserwindow•Ad-blockingsoftware广告屏蔽软件–Preventsbanneradsandpop-upadsfromloading•Costperthousand(CPM)每千人成本法–PricingmetricusedwhenacompanypurchasesmassmediaadvertisingElectronicCommerce21ElectronicCommerce22SiteSponsorships网站赞助商•Giveadvertisersachancetopromoteproducts,services,orbrandsinamoresubtleway•HelpsbuildbrandimagesanddevelopreputationratherthangenerateimmediatesalesElectronicCommerce23E-MailMarketing电子邮件营销•Sendingonee-mailmessagetoacustomercancostlessthanonecentifthecompanyalreadyhasthecustomer’se-mailaddress•Conversionrate转换率–Thepercentageofrecipientswhorespondtoanadorpromotion•Opt-ine-mail许可电子邮件–Practiceofsen