(认理所当然)

©Copyright2006,ThomsonSouth-Western,adivisionoftheThomsonCorporationInternetMarketing&e-CommerceWardHansonKirthiKalyanamRequestsforpermissiontocopyanypartofthematerialshouldbeaddressedto:PERMISSIONSDEPARTMENTTHOMSONBUSINESSandECONOMICS5109NatorpBoulevardMason,OH45040Phone:[phone]©Copyright2006,ThomsonSouth-Western,adivisionoftheThomsonCorporationPartTwo:ChapterTenCreatingCommitment“Nocompanyshouldevertakeforgranted(認…理所當然)theideathatmanagingcustomersforloyaltyisthesameasmanagingthemforprofits.”ReinartzandKumar,TheMismanagementofCustomerLoyalty©Copyright2006,ThomsonSouth-Western,adivisionoftheThomsonCorporationOnlineCommunityandLoyalty•Focusedsocialgatheringplaces•Multi-directionalcommunication•Communityvalueindividualvalue©Copyright2006,ThomsonSouth-Western,adivisionoftheThomsonCorporationOnlineCommunityandLoyalty•Focusedsocialgatheringplaces•Multi-directionalcommunication•CommunityvalueindividualvalueResults?©Copyright2006,ThomsonSouth-Western,adivisionoftheThomsonCorporationOnlineCommunityandLoyalty•(what)Focusedsocialgatheringplaces•Multi-directionalcommunication•CommunityvalueindividualvalueResults?(whyonlinecommunity)•Onlinecommunityactivitiescanbuildgoodwill(信譽)andleadtoword-of-mouthsupport,donationsorpurchases©Copyright2006,ThomsonSouth-Western,adivisionoftheThomsonCorporationOnlineCommunityandLoyaltyAttheStanfordAlumniAssociation,alumniwhoreceivee-newsletter@Stanfordleadannualgiving.©Copyright2006,ThomsonSouth-Western,adivisionoftheThomsonCorporationOnlineCommunity:TypesandFunctions©Copyright2006,ThomsonSouth-Western,adivisionoftheThomsonCorporationChallengestoCreatingCommunity•Gainingattentionandbuildingtraffic•Losingmemberfocusascommunitygrowsorchanges•Ifmembersdisengage,contentcreationlags(落後)andretentiondrops•Firmsaccustomedtocontrollingthemessagereluctanttoletgo©Copyright2006,ThomsonSouth-Western,adivisionoftheThomsonCorporationSignsofaHealthyOnlineCommunity•ContentAttractiveness:Morecontent=morevalue=moremembers©Copyright2006,ThomsonSouth-Western,adivisionoftheThomsonCorporationSignsofaHealthyOnlineCommunity•ContentAttractiveness:Morecontent=morevalue=moremembers•MemberProfiles:Opportunityforindividualoutreachbysponsors©Copyright2006,ThomsonSouth-Western,adivisionoftheThomsonCorporationSignsofaHealthyOnlineCommunity•ContentAttractiveness:Morecontent=morevalue=moremembers•MemberProfiles:Opportunityforindividualoutreachbysponsors•MemberLoyalty:Commitmentfostersparticipation,createsaudience©Copyright2006,ThomsonSouth-Western,adivisionoftheThomsonCorporation☆SignsofaHealthyOnlineCommunity•ContentAttractiveness:Morecontent=morevalue=moremembers•MemberProfiles:Opportunityforindividualoutreachbysponsors•MemberLoyalty:Commitmentfostersparticipation,createsaudience•TransactionOfferings:Sellinglinkedtointerestareaattractsothervendors©Copyright2006,ThomsonSouth-Western,adivisionoftheThomsonCorporationCommunityTools•CommunicationRings–Emailmostimportantcommunitytool–InstantMessagingandSMS(ShortMessages)–Growthofsimulations,onlinegamingtools©Copyright2006,ThomsonSouth-Western,adivisionoftheThomsonCorporationCommunityTools•CommunicationRings–Emailmostimportantcommunitytool–InstantMessagingandSMS–Growthofsimulations,onlinegamingtools•ContentTrees–Discussiongroups,websitesbringorganizationandfocustohandleflowofinformation©Copyright2006,ThomsonSouth-Western,adivisionoftheThomsonCorporationTrueCommunity?•Optimisticview–Onlinecommunitiesoffernewwaysofrelating,andgivecompaniesnewwaystobuildandretainloyalcustomers•Pessimisticview–Onlinetoolshavestifled(使窒息、抑止)truecommunitybuildinganddepleted(使減少)face-to-faceinteraction©Copyright2006,ThomsonSouth-Western,adivisionoftheThomsonCorporationTrueCommunity?MaleFemaleEmail23.5027.53Internetbrowsing22.1015.18Instantmessaging3.314.14Newsgroup/Messageboards3.012.20Chatrooms2.131.65Creating/Maintainingwebsites2.261.47Socialnetworking0.531.13TotalInternet/Emailtime56.8453.29Onlinetime,minutesperdayfromsix-hourtimesliceSOURCE:Niie,Simpser,StepanikovaandZheng,‘TenYearksAftertheBirthoftheInternet,’December2004©Copyright2006,ThomsonSouth-Western,adivisionoftheThomsonCorporation☆MemberProducedContent•Lessexpensivemembercontentresultsinextensivecontentareas,oftenattractivetoadvertisers•Membercontentreflectscurrentinterestsandissue•Qualityvaries,butoftenverycreative•Access-controlledcommunitieslendcredibilitytoonlinerecommendations©Copyright2006,ThomsonSouth-Western,adivisionoftheThomsonCorporationMemberProducedContent•Otherdistinguishingfeatures:–Contributionsareskewedtowardfrequentcontributors,whichcanbepromoted–Broadparticipationcanexpandandenhancenatureofonlinediscussions©Copyright2006,ThomsonSouth-Western,adivisionoftheThomsonCorporationMemberProducedContent•Otherdistinguishingfeatures:–Contributionsareskewedtowardfrequentcontributors,whichcanbepromoted–Broadparticipationcanexpandandenhancenatureofonlinediscussions•Potentialproblems:–Lackofcontrolcanresultinoff-color,offensivemessages–Partialcontrolcancreatelegalexposure©Copyright2006,ThomsonSouth-Western,adivisionoftheT