国外市场营销研究生学习内部课题是网络策略

1、整理课件1E-Marketing 3Internet Strategy整理课件2Lecture Objectiveso Evaluate the impact of the micro-environment focusing on competitors, intermediaries and market place modelso Discuss the key decisions to be made in the development of an e-marketing strategy of Internet Strategy整理课件3Figure 2.1 The Interne

2、t marketing environment整理课件4Business consumer characteristicsoVariation in organisation characteristicsnsize of company (employees or turnover)nindustry sector and productsnorganisation type (private, public, government, not-for-profit)napplication of service (which business activities do purchased

3、products and services support?)ncountry and region.o Individual rolenrole and responsibility from job title, function or number of staff managednrole in buying decision (purchasing influence)ndepartmentnproduct interestndemographics: age, sex and possibly social group.整理课件5Evaluating demand levels (

4、see e-adoption Lecture 1 slide 20)o 1. Level of Internet accessnAccess level higher than B2C marketo 2. Influences nAccessing and sources supplierso 3. Transact onlinenWide variety across Europe 整理课件6Online Marketplaceo Essential in creating a long term internet marketingn Customer segmentsn Search

5、intermediariesn Intermediaries/media sitesn Destination sites整理课件7 An online marketplace map整理课件8Competitor Analysiso Benchmarkingn Internal capabilitiesn Different aspects to customer lifecyclen Qualitative to quantitativen In/out sector Financial/non financial measuresn User experience/expert eval

6、uation整理课件9Intermediarieso Intermediaries: facilitates exchange between consumer and business supplierso Support B2B and B2C exchangesne.g. Portals: Google, MSN, Yahoone.g. comparison sites: n o 整理课件10Marketplace Modelso Competitive Forces整理课件11Porters Five ForcesPower ofsuppliersBargainingpowers of

7、customersExtent of rivalrybetweencompetitorsThreat ofsubsitutesThreat of newentrantsThe business整理课件12Marketplace Modelso Competitive Forceso New Channel Structures整理课件13 Disintermediation of a consumer distribution channel showing: (a) the original situation, (b) disintermediation omitting the whol

8、esaler, and(c) disintermediation omitting both wholesaler and retailer整理课件14From (a) original situation to (b) disintermediation or (c) reintermediation or countermediation整理课件15Marketplace Modelso Competitive Forceso New Channel Structureso Location of Trading整理课件16Different Types of Online Trading

9、 Location整理课件17Marketplace Modelso Competitive Forceso New Channel Structureso Location of Tradingo Business Models整理课件18Alternative Perspectives on Business Models整理课件19Revenue Modelso Subscription to contento Pay per view to documentso Revenue from CPM display advertisingo Revenue from PPC adverti

10、singo Revenue from sponsorship of contento Affiliate revenueo Access to customers for online research整理课件20The Development of an E-Marketing Strategyo The key question is not whether to deploy Internet technology companies have no choice if they want to stay competitive but how to deploy it.Porter,

11、M. (2001) Strategy and the Internet, Harvard Business Review, March 2001, 6278.整理课件21What is a strategy?n “Defines how we will meet our objectives”n “Sets allocation of resources to meet goals”n “Selects preferred strategic options to compete within a market”n “Provides a long-term plan for the deve

12、lopment of the organisation”整理课件22E-marketing strategy: essentialsoE-marketing strategy is a channel strategyoObjectives for online contribution % - sales, service, profitability should drive our strategyoE-marketing strategy defines how we should:oCommunicate benefits of using this channeloPrioriti

13、se audiences targeted through channeloPrioritise products available through channeloHit our channel leads & sales targetsnAcquisition, Conversion, RetentionoChannel strategies thrives on differentialsoBUT, need to manage channel integration整理课件23 Internal and external influences on Internet mark

14、eting strategy整理课件24Focus of e-commerce related strategic initiativeso New customer propositiono Customer acquisition o Customer conversion/ experienceo Customer development and growtho Enhancing marketing initiatives整理课件25Stages of E-Marketing Strategyo Strategic Analysis/Reviewn Internal audit/ana

15、lysis e.g. assessing current internet contributionn Customer researchn Resource analysisn Analysis of micro environmentn Analysis of macro environmentn Above results = swot analysis整理课件26Stages of E-Marketing Strategyo Strategic Goal Settingn Align with business objectivesn Online revenue contributi

16、onn Set SMART objectives整理课件27Stages of E-Marketing Strategyo Strategy Formulation: generation, review and selection of strategies to achieve strategic objectiveso A number of decisions need to be consideredo 1. Market and Product development strategies 整理课件28 Using the Internet to support different

17、 organisational growth strategies: Ansoffs Growth Matrix整理课件29Stages of E-Marketing Strategyo 2. Business and revenue models strategies (see earlier notes)o 3. Target Market Strategy see next slide整理课件30Stages in target marketing strategy development整理课件31Stages of E-Marketing Strategyo 4. Positioni

18、ng and differentiation strategyn Customers perception of the product offer relative to those of competitors n Online positioning based upon four variables (Deise et al., 2000)product quality, service quality, price and fulfilment.n Online value propositiono o 整理课件32Stages of E-Marketing Strategy5. M

19、ulti- channel distribution strategy: the flow of products from manufacturer/service provider to end consumer (slide 14/15)整理课件33 Strategic options for a company in relation to the importance of the Internet as a channel整理课件34Stages of E-Marketing StrategynMulti-channel communication strategy: review different types of customer contact with company:Assess the balance between customer channel preference and organisational pr