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E-Business
第 4 章 网络营销
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Learning Objectives
In this chapter, you will learn about: Creating an effective business presence on
the Web Web site usability Communicating effectively with customers
on the Web When to use product-based and customer-
based marketing strategies Communicating with different market
segments
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3
Learning Objectives (cont’d.)
In this chapter, you will learn about （ cont’d. ） : Customer relationship intensity and the customer
relationship life cycle Using advertising on the Web E-mail marketing Technology-enabled customer relationship
management Creating and maintaining brands on the Web Search engine positioning and domain name
selection
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1 Creating an Effective Web Presence
Organization’s presence Public image conveyed to stakeholders Usually not important （对小企业 生存第一位）
Until growth reaches significant size Stakeholders 利益相关体 有权益关系者
Customers, suppliers, employees, stockholders, neighbors, general public
Effective Web presence Critical
Even for smallest and newest Web operating firms
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Identifying Web Presence Goals
Business physical space Focus on very specific objectives
Not image driven Must satisfy many business needs Fails to convey good presence
Web business site intentionally creates distinctive 有特色的 presence
Good Web site design Provides effective image-creation features Provides effective image-enhancing features
Serves as sales brochure 小册子 , product showroom, financial report, employment ad, customer contact point
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Identifying Web Presence Goals (cont’d.)
Making Web presence consistent with brand image Different firms establish different Web presence
goals Coca Cola pages
Usually include trusted corporate image (Coke bottle) Traditional position as a trusted classic
Pepsi pages Usually filled with hyperlinks to activities and product-
related promotions Upstart product favored by younger generation
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Achieving Web Presence Goals
Effective site creates attractive presence Meets business or organization objectives
Objectives Attract visitors to the Web site Make site interesting Convince visitors to follow site’s links Create impression consistent with organization’s
desired image Build trusting relationship with visitors Reinforce 增强 positive image 正面印象 Encourage visitors to return
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Web Site Usability
Current Web presences Few businesses accomplish all goals Most fail to provide visitors sufficient
interactive contact opportunities Improve Web presence
Make site accessible to more people Make site easier to use Make site encourage visitors’ trust Develop feelings of loyalty toward organization
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How the Web Is Different
Simple mid-1990s Web sites Conveyed basic businesses information No market research conducted
Web objectives achievement failure Not understanding Web presence-building media
Web objective achievement success Sites create organization’s presence Sites contain standard information set
History, objectives, mission 任务 , product information, financial information, two-way meaningful communication
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Meeting the Needs of Web Site Visitors
Successful Web businesses: Realize every visitor is a potential customer
(partner) Crafting Web presence is an important
concern Know visitor characteristic variations
Visitor at site for a reason Visitors have:
Various needs, experience, expectations, technology
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Meeting the Needs of Web Site Visitors (cont’d.)
Web site visitor motivations Learning about company products or services Buying products or services Obtaining warranty, service, repair policy
information Obtaining general company information Obtaining financial information Identifying people ( 了解公司组成人员 ) Obtaining contact information
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Meeting the Needs of Web Site Visitors (cont’d.)
Making Web sites accessible Build interface flexibility
Optional to use frames Offer text-only version Option to select smaller graphic images Option to specify streaming media connection type Option to choose among information attributes
Controversial 有争议的 , 引起争议的 Web site design Animated graphics software use Some tasks lend themselves to animated Web pages
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Meeting the Needs of Web Site Visitors (cont’d.)
Making Web sites accessible (cont’d.) Offer multiple information formats Web site constructions goals
Offer easily accessible organization facts （企业形象） Allow different visitor experiences Provide meaningful, two-way 双向 communication
link Sustain 支撑 visitor attention and encourage return
visits Offer easily accessible information about
products, services, and their use
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Trust and Loyalty
Creates relationship value Good service leads to seller trust
Delivery, order handling, help selecting product, after-sale support
Satisfactory service builds customer loyalty Customer service in electronic commerce sites
Problem Lack integration between call centers and Web sites Poor e-mail responsiveness
Unlikely to recover money spent to attract customers
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Rating 评价 Electronic Commerce Web Sites
Review electronic commerce Web sites Usability, customer service, other factors Gomez.com （向网站销售评估结果和改进意见）
No longer publishes most scorecards 评分表 BizRate.com
Comparison shopping service Links to low price and good service
ratings sites
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Rating Electronic Commerce Web Site (cont’d.)
Usability testing Helps meet Web site goals Avoids Web site frustration 失望
Customers leave site without buying anything Simple site usability changes
Include telephone contact information Staff a call center
Learn about visitor needs by conducting focus groups
Usability testing cost Low compared to Web site design costs
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Rating Electronic Commerce Web Site (cont’d.)
Customer-centric Web site design Important part of successful electronic
business operation Focus on meeting all site visitors’ needs Putting customer at center of all site designs
Follow guidelines and recommendations Make visitors’ Web experiences more efficient,
effective, memorable Usability
Important element of creating effective Web presence
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Connecting with Customers
Important element of a corporate Web presence Identify and reach out 送达 to customers Nature of Web communication
Personal contact (prospecting) Employees individually search for, qualify, contact
potential customers Mass media （大众媒体）
Deliver messages by broadcasting Addressable media （可定地址媒体）
Advertising efforts directed to known addressee Internet medium
Occupies central space in medium choice continuum
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2 Web Marketing Strategies
Marketing mix 营销组合 Element combination to achieve goals
Selling and promoting products and services
Marketing strategy Marketing mix with elements defined
Four Ps of marketing Product
Physical item or service sold Brand: customers’ product perception
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Web Marketing Strategies (cont’d.) Four Ps of marketing (cont’d.)
Marketing mix price element Amount customer pays for product
Promotion Any means to spread word about product
The issue of place (distribution) Need to have products or services available In many different locations
Long-term problem Getting right products to the right places
At the best time to sell them
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Product-Based Marketing Strategies
Web presence must integrate with image, brand
Product-based organization Managers think of physical objects sold or used Customers think in terms of product categories Examples
Web office supply stores (Staples 百货 ) http://www.staples.com/
Previous print catalog sales (Sears 西尔斯百货 ) http://www.sears.com/
Both examples: Organized Web sites from internal viewpoint 公司的角度
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Customer-Based Marketing Strategies
Identify customer groups sharing common characteristics Example: Saber Holdings
Four main groups (with potential subgroups) Technique pioneered on B2B sites first
Customized product and service offerings Match customers’ needs
B2C sites Adding customer-based marketing elements
Example: university Web sites （较以前有改进） Web sites designed with links for specific stakeholders
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3 Communicating with DifferentMarket Segments 细分市场
Communications media selection to carry message Physical world
Use building construction and floor space design Example: Banks （高端客户 普通客户 企业 个人 等）
Online firm No physical presence Customer contact through media and Web site Communications media selection is critical 主要的 关键的
Online firm challenge Customer trust with no physical presence （无经营场所）
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Trust, Complexity, and Media Choice
The Web Intermediate step
Between mass media and personal contact Potential customer Web communication
Offers advantages of personal contact selling Cost savings of mass media
Mass media Offers lowest trust level Costs spread over any people
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Trust, Complexity, and Media Choice (cont’d.)
Complexity level inherent in product and service Important factor in media choice Mass media
Products with few characteristics, easy to understand
Expensive (deliver short messages) 言语夸张 Personal contact
Highly complex products and services Customers may ask questions
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Trust, Complexity, and Media Choice (cont’d.)
Web (middle ground) Offers various elements
Deliver short, focused messages Engage potential customer Give customers ability to choose interaction level
Resistance to mass media messages Successful campaigns
Rely on passive nature of media consumption
Web use Capture benefits of personal contact Avoid costs inherent 固有的 in that approach （ mass
media ）
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Market Segmentation Divides potential customer pool into
segments Defined in demographic 人口统计的 characteristics
terms Three categories to identify market
segments Geographic 地理 segmentation Demographic 人口 segmentation Psychographic 心理 segmentation
Television advertisers Use three categories or combination
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Companies try to: Match advertising messages to market segments Build sales environment for a product or service
Corresponds to market segment trying to reach
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Market Segmentation on the Web Web opportunity
Present different store environments online Steve Madden site
（ http://www.stevemadden.com/ ） http://www.lafaso.com Target: young, fashion-conscious buyers
Talbots site （ http://www.talbots.com/online/home_page.jsp ） More muted, conservative style
Limitations of physical retail stores Floor and display space Must convey one particular message
Web stores Separate virtual spaces for different market segments
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Offering Customers a Choice on the Web
One-to-one marketing Offering products, services matched to
needs of a particular customer
Dell Offers number of different ways to do business Home page links for each major customer group
Specific products, product categories links available Dell Premier accounts
High level of customer-based market segmentation
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4 Segmentation Using Customer Behavior
Same person Requires different products and services
combinations Depending on the occasion
Behavioral segmentation Creation of separate customer experiences
based on their behavior Occasion segmentation( 场合细分 )
Based on things happening at a specific time or occasion
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*Segmentation Using Customer Behavior (cont’d.)
Online world single Web site design Easier to meet needs of different behavioral modes Elements appealing to different behavioral segments
Market research study Preferences toward different product, service
combinations Web site features
How preferences affected by modes of interaction Finding
People want range of interaction possibilities
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Segmentation Using Customer Behavior (cont’d.)
Identified common behavior patterns Browsers
Visitors just surfing or browsing Web site: offer something to piques visitors’ interest Trigger words
Jog visitors’ memories Remind visitors of something they want to buy on the site
Have links to site explanations, instructions Include extra content related to product, service
Leads to favorable impression (bookmark)
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Segmentation Using Customer Behavior (cont’d.)
Buyers Ready to make a purchase right away Offer certainty
Nothing will get in way of purchase transaction Shopping cart
Part of Web site Keeps track of selected items for purchase Automates purchasing process Offers link back into shopping area
Goal Get buyer to shopping cart as quickly as possible
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Segmentation Using Customer Behavior (cont’d.)
Shoppers Motivated to buy Looking for more information before purchase Offer comparison tools, product reviews, and
features lists
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Customer Relationship Intensity and Life-Cycle Segmentation
One-to-one marketing and usage-based segmentation value Strengthen companies’ relationships with
customers Good customer experiences
Create intense loyalty feeling toward the company, products, services
Typical five-stage model of customer loyalty See Figure 4-6
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First four stages Show increase in relationship intensity
Fifth stage (separation) Decline occurs Relationship terminates
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Customer Relationship Intensity and Life-Cycle Segmentation (cont’d.)
Awareness 知晓 Customers recognize company name, product
Exploration 了解 Customers learn more about company,
products Familiarity 熟悉
Customers have completed several transactions
Aware of returns, credits policies, and pricing flexibility
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Customer Relationship Intensity and Life-Cycle Segmentation (cont’d.)
Commitment 承诺 Customer experiences considerable number of
highly satisfactory encounters Develops fierce loyalty or strong preference
Separation 分离 Conditions that made relationship valuable
change Parties enter separation stage
Life-Cycle Segmentation Customer life cycle: (five stages)
Analyzing how customers’ behavior changes as they move through stages
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Acquisition 获得 , Conversion 转变 , and Retention 维系 of Customers
Goal Attract new visitors to a Web site
Acquisition cost Total amount of money site spends
(average) to draw one visitor to site Conversion
Convert first-time visitor into a customer Conversion cost
Total amount of money site spends (average) to induce one visitor to make a purchase, sign up for a subscription, or register
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Acquisition, Conversion, and Retention of Customers (cont’d.) Conversion cost may be greater than profit earned
on the average sale Retained customers
Return one or more times after making first purchases
Retention costs Costs of inducing customers to return and buy again
Importance of measuring these costs Indicates successful advertising, promotion
strategies More precise than classifying into five loyalty stages
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Customer Acquisition, Conversion, and Retention: The Funnel 漏斗 Model
Funnel model Conceptual tool
Understand overall nature of marketing strategy Provides clear structure for evaluating specific
strategy elements Very similar to customer life-cycle model
Less abstract Better at showing effectiveness of two or more specific
strategies Provides good analogy for the operation of
marketing strategy46
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5 Advertising on the Web
Effective advertising involves communication
Five-stage customer loyalty model: helpful in creating messages Awareness stage
Advertising message should inform 告知 Exploration 了解 stage
Message should explain how product, service works Encourage switching brands
Familiarity stage Message should be persuasive 劝诱
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Advertising on the Web (cont’d.)
Five-stage customer loyalty model (cont’d.) Commitment stage
Reminder messages Separation stage
Not targeted Online advertising
Always coordinate with existing advertising efforts
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*Banner Ads
Banner ad Small rectangular object on Web page Displays stationary or moving graphic Includes hyperlink to advertiser’s Web site Versatile 多功能的
Attention-grabbing Uses animated GIFs and rich media objects
Created using Shockwave, Java, Flash
Marketing unit (IMU) ad formats Voluntary standard banner sizes
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*Banner Ads (cont’d.)
Leaderboard 告示牌 ad Designed to span Web page top or bottom
Skyscraper ad Designed to be placed on Web page side
Remains visible as user scrolls through page
Advertising agencies Create banner ads for online clients
Price range: $100 to more than $2000
Companies can make their own banner ads
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*Banner Ads (cont’d.)
Banner ad placement Use a banner exchange network
Coordinates ad sharing Sites run one company’s ad Company’s site runs other exchange members’ ads
Find Web sites appealing to company’s market segments
Pay sites to carry ad Use a banner advertising network
Acts as broker between advertisers and Web sites that carry ads
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*Banner Ads (cont’d.)
New strategies for banner ads Banner ads were a novelty initially
They now have decreased ability to attract attention
Solutions Introduced animated GIFs with moving elements Created ads displaying rich media effects (movie
clips) Added interactive effects (Java programs):
respond to user’s click with some action
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*Text Ads
Short promotional message No graphic elements
Usually placed along Web page top or right side
Simple but very effective Example: Google
Initially criticized for including obtrusive ads on its pages
Now clearly labels ads (to prevent confusion) Inline text ad
Text in stories displayed as hyperlinks
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*Other Web Ad Formats
Pop-up ad Appears in its own window
When user opens or closes Web page Extremely annoying
Must click close button (small) in window of ad Pop-behind ad
Pop-up ad followed by command (quick) Returns focus to original browser window
Ad-blocking software Prevents banner ads and pop-up ads from
loading
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*Other Web Ad Formats (cont’d.)
Interstitial ad User clicks link to load page
Interstitial ad opens in its own browser window Instead of page user intended to load
Many close automatically Others require user to click a button
Rich media ads (active ads) Generate graphical activity that “floats”
over the Web page itself
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Site Sponsorships
Web sites offer advertisers opportunity to sponsor all (or parts) of their sites More subtle way to promote products, services,
brands Goals similar to sporting event sponsors,
television program sponsors Tie company (product) name to an event (set of
information) Ethical concerns raised
If sponsor is allowed to create content or weave advertising message into site’s content
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Online Advertising Cost and Effectiveness
Web sites make favorable impression on potential customers
Raises issue of measuring Web site effectiveness Cost per thousand (CPM)
“M” from Roman numeral for “thousand” Dollar amount paid for every thousand people in the
estimated audience Measuring Web audiences (complicated 复杂化 )
Web’s interactivity Value of visitor to an advertiser
Depends on information site gathers from visitor
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Online Advertising Cost and Effectiveness (cont’d.)
Visit Occurs when visitor requests a page from Web site
Trial 尝试 visit First time a particular visitor loads Web site page
Repeat visits: subsequent page loads Ad view: occurs if page contains an ad Impression 印象 : each time banner ad loads Click (click-through)
Action whereby visitor clicks banner ad to open advertiser’s page
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Online Advertising Cost and Effectiveness (cont’d.)
New metrics to evaluate number of desired advertising yield outcomes Measure number of new visitors who buy
first time after arriving at site By way of click-through
Calculate advertising cost of acquiring one customer on the Web
Compare to how much it costs to acquire one customer through traditional channels
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Effectiveness of Online Advertising
Online advertising Remains difficult to measure
Major problem Lack of single industry standard measuring service
Solution (2004) Set of media measurement guidelines
Used by all online advertisers Produce comparable ad view numbers
Difficulties remain Site visitors change Web surfing behaviors, habits
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6 E-mail Marketing
Key element Obtain customers’ approvals 许可
Before sending marketing or promotional e-mail message
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Permission Marketing 许可营销
Opt-in 许可 e-mail Practice of sending e-mail messages to
people who request information Part of marketing strategy: permission marketing
More successful than sending general promotional messages through mass media
Cost effective Can cost less than one cent if company already
has customer’s e-mail address
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Combining Content and Advertising
Using articles, news stories of interest to specific market segments
Advertisers send content by: Using inserted hyperlinks into e-mail
messages Takes customers to advertiser’s Web site content Induces customer to stay on the site and consider
making purchases
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Outsourcing E-Mail Processing
Number of customers who opt-in to information-laden e-mails Can have rapid growth
Outgrow capacity of information technology staff
Solution Use e-mail processing service provider
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7 Technology-Enabled Customer Relationship Management
Clickstream 点击流 Information Web site gathers about visitors
Technology-enabled relationship management Firm obtains detailed customer’s information to:
Set prices, negotiate terms, tailor promotions, add product features, and customize its entire relationship with that customer
Customer relationship management (CRM) Technology-enabled customer relationship
management Electronic customer relationship management
(eCRM)
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定位
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CRM as a Source of Value in the Marketspace
Marketspace Commerce in the information world Value creation requires different processes Firms use information to create new value for
customers Track and examine Web site visitor
behavior Use that information to provide customized,
value-added digital products and services Early CRM effort failed
Overly complex
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CRM as a Source of Value in the Marketspace (cont’d.)
Current CRM efforts more successful Less ambitious in scope Limit data collection to key facts
Customer touchpoint Any occurrence of contact between customer and
any part of the company Data warehouse
Large database Contains multiple sources of information about
customers, their preferences, their behavior70
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CRM as a Source of Value in the Marketspace (cont’d.)
Data mining (analytical processing) Technique that examines stored information Looks for unknown, unsuspected patterns in
the data Statistical modeling
Technique that tests CRM analysts’ theories about relationships among elements of customer and sales data
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8 Creating and Maintaining Brands on the Web
Branded products Easier to advertise and promote
Each product carries reputation of the brand name
Value of trusted major brands Far exceeds cost of creating them
http://www.vancl.com
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Elements of Branding
Three key brand elements Product differentiation 差异
Clearly distinguish product from all others Relevance 关联
Degree to which product offers utility to customer Perceived value (key element) 认知价值
Customer perceives a value in buying product
Brands can lose their value Environment changes
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Emotional 感性 Branding vs. Rational 理
性 Branding 品牌创建
Emotional appeals 感性诉求
Work well if ad targets in passive mode of information acceptance
Television, radio, billboards, print media Difficult to convey on Web
Active medium controlled by customer
Rational branding 理性品牌创建 Offer to help Web users in some way
In exchange for viewing an ad Relies on cognitive appeal of specific help
offered
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Brand Leveraging 延伸 Strategies
Brand leveraging Extend dominant positions to other products
and services Examples
Yahoo! Amazon.com
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Brand Consolidation 整合 Strategies
Market intermediary 中介
Example Della & James: online bridal registry
Now WeddingChannel.com http://www.weddingchannel.com/
Created single registry connecting to several local and national department, gift stores
Logo and branding of each participating store Featured prominently on WeddingChannel.com site
Provides valuable consolidating activity for registering couples, guests
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Costs of Branding
Transferring existing brands to the Web Less expensive than creating entirely new brand
1998 Top 100 electronic commerce sites each spent an
average of $8 million March 2000
Money supply began drying up Company’s Web presence promoting
Integral part of brand development, maintenance Company’s URL
On product packaging, mass media advertising
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Affiliate Marketing Strategies
Affiliate 关联 marketing One firm’s Web site (affiliate site)
Includes descriptions, reviews, ratings, other information about a product linked to another firm’s site (offers item for sale)
Affiliate site receives commission For every visitor following link from affiliate’s site
to seller’s site Affiliate saves expenses
Handling inventory, advertising and promoting product, transaction processing
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Affiliate Marketing Strategies (cont’d.)
Cause 公益 marketing Affiliate marketing program benefiting
charitable organization Visitor clicks on link (on affiliate’s Web
page) Donation made by a sponsoring company
Page loads after visitor clicks donation link Carries advertising for sponsoring companies
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Affiliate Marketing Strategies (cont’d.)
Affiliate commissions Pay-per-click 点击收费 model
Affiliate earns commission Each time site visitor clicks link, loads the seller’s page
Pay-per-conversion 转换收费 model Affiliate earns a commission Each time site visitor converted from visitor into
qualified prospect or customer Affiliate program broker (clearinghouse or
marketplace) For sites that run affiliate programs, want to become
affiliates
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Viral Marketing Strategies
Viral 病毒 marketing Relies on existing customers
Tell other people (prospective customers) about products or service
Use individual customers to spread the word about a company
Example: BlueMountain Arts Electronic greeting cards E-mail messages that include link to greeting card
site
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Viral Marketing Strategies 病毒式营销定义
病毒和营销有什么关系呢？病毒式营销鼓励个体之间相互传递营销信息，从而通过信息的曝光和影响创造指数级增长的策略。正如病毒一样，这种策略利用快速繁殖将信息爆炸式地传递给成千上百万人。
病毒式营销被用来指“口碑（ word-of-mouth ），制造热点（ creating a buzz ），整合媒体（ leveraging the media ），网络营销（ network marketing ）。”
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Viral Marketing Strategies Hotmail.com 的经典案例
病毒式营销经典的案例要算首批免费电子邮件提供商之一 hotmail.com 。他们的策略很简单：1. 赠送免费电子邮件地址服务2. 在每封电子邮件下面加个标签：“从http://www.hotmail.com/得到个人免费邮箱。”3. 等人们给自己的朋友圈同事圈发邮件的时候，就可以撤了4. 人们看到消息5.注册自己的免费电子邮件服务6.把消息发给自己不断扩大的朋友圈和同事圈
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Viral Marketing Strategies 病毒式营销策略的要素
1. 赠送产品或服务 2.让别人毫不费力地传播 3.轻而易举地由小做大 4. 利用共同动机和行为 5. 利用现有沟通网络 6. 利用别人的资源
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Viral Marketing Strategies 2.让别人毫不费力地传播
承载营销信息的媒介必须易于传播和复制：电子邮件，网址，图片，软件下载。病毒式营销在网上大行其道的原因就在于即时通讯越来越容易，成本越来越低。简化营销信息，以便易于传播并且不会变质。
6. 利用别人的资源 病毒式营销会利用别人的资源达到目的。比如，合作联盟项目
在别人的网站上放置文本或图片。免费提供文章的作者希望把文章放到别人的网页上去。一则新闻可能被数百家杂志选择，并构成了成千上百个读者阅读的文章的基础。别的报纸和网页成为你的营销信使。消耗的是别人的资源而不是你自己的。
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9 Search Engine Positioning and Domain Names
Ways that potential customers find Web sites Referred by friend Referred by affiliate marketing partner See site’s URL in print advertisement,
television Arrive unintentionally after mistyping similar
URL Use a search engine or directory Web site
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Search Engines and Web Directories
Search engine Web site that helps people find things on the
Web Contains three major parts
Spider (crawler, robot, bot) Program automatically searches Web to find potentially
interesting Web pages for people Index (database)
Storage element of search engine Search utility
Takes terms, finds matching Web page entries in index
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Search Engines and Web Directories (cont’d.)
Web directories Provide classified hierarchical lists of categories
Search engine ranking Weighting of factors
Search engines uses factors to decide URLs that appear first on searches for a particular search term
Search engine positioning (search engine optimization, search engine placement) Results from the combined art and science of having
a particular URL listed near the top of search engine
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Paid Search Engine Inclusion and Placement
Paid placement (sponsorship, search term sponsorship) Option of purchasing top listing on results
pages for a particular set of search terms Buy banner ad space at the top of search
results pages that include certain terms Search engine positioning: complex subject Spending on online advertising
See Figures 4-13 and 4-14
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Paid Search Engine Inclusion and Placement (cont’d.)
Search engine placement brokers Companies that aggregate inclusion and
placement rights on multiple search engines Sell those combination packages to advertisers
Google does not use placement broker Sells services directly (Google AdWords program)
Contextual advertising (potential flaw) Ads placed in proximity to related content
Localized advertising Ads related to location on search results
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Web Site Naming Issues
Companies would like URLs for their Web sites to reflect name or reputation
Troublesome domain names Purchase more suitable domain names
Companies often buy more than one domain name In case user misspells URL
Redirected to intended site Have different names or forms of names
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Buying, selling, and leasing domain names Recently, higher prices have prevailed in the
market for domain names
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Web Site Naming Issues (cont’d.)
URL brokers and registrars Sell, lease, auction domain names
Internet Corporation for Assigned Names and Numbers (ICANN) Maintains accredited registrars list
Registrars offer domain name search tools Domain name parking (domain name hosting)
Service permitting domain name purchaser to maintain simple Web site
So domain name remains in use
23/4/19 99
Summary
Create effective Web presence to deliver value
Must understand Web communication Achieve Web marketing goals
Use principles of marketing strategy Use the four Ps of marketing Product-based marketing strategy Customer-based strategy
Web enables companies to mix
Market segmentation works well on the Web
23/4/19 100
Summary (cont’d.)
Online advertising More intrusive since introduction
Various types Use Web to manage customer relationships
Focused CRM efforts More successful than earlier comprehensive attempts
Use rational branding instead of emotional branding techniques on the Web
Critical to success Successful search engine positioning Domain name selection
23/4/19 101
网络营销策划 商务的核心是营销、电子商务的核心是网络营销，让网站赢利 ( 赚钱 )，开展网络营销是必要的。
第一步、网络营销诊断分析 1 、网站定位与赢利模式分析 2 、网站营销基础诊断分析 3 、网站搜索引擎优化诊断分析 4 、网站的人性化设计诊断分析
23/4/19 102
网络营销策划 第二步、网站的优化和完善
定位、赢利模式、 SEO、人性化等等。
第三步、网站推广方案策划：
网站推广的方案上百种，但是不同的网站、不同的执行团队、不同的推广预算，决定着网站推广策略的选择也是不同的？
第四步、网络营销管理
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网络营销 网络营销主要具有以下几个特征。
1 、跨时空性 2 、具有交互式 3 、具有明显的经济性。通过互联网进行信息交换，
企业可以传递准确的信息，避免因信息错误带来交换的损耗，能极大地降低经营成本和交易成本。通过网络平台，企业可以非常方便地与消费者达成最终交易，节约人力、物力，提高交易效率。
23/4/19 104
网络营销 网络营销与传统营销的关系
1 、传统营销是网络营销的基础 2 、传统营销与网络营销关系密切 3 、网络营销不能取代传统营销
23/4/19 105
网络营销 网络营销对传统营销的影响
1 、对传统产品策略的影响。 （ 1 ）对标准化生产产品的影响 （ 2 ）对传统产品品牌策略的影响
2 、对传统定价策略的影响 在传统营销中，不同地区、不同省份同一产品的定价是有
差异的。 网络营销对传统营销在价格策略上的影响体现在从价格的
差异化到价格的一致化。 3 、对传统分销渠道的影响 4 、对传统促销策略的影响
