新顾客连接课件

2024/5/12新顾客连接Objectives目标Beabletoidentifythemajorforcesshapingthenewdigitalage.UnderstandhowcompanieshaverespondedtotheInternetwith

e-businessstrategies.Beabletodescribethefourmajore-commercedomains.能够定义形成数字时代的主要力量理解公司怎样通过电子商业策略对因特网作出反应能够描述四个主要电子商务领域Objectives目标Understandhowcompaniesusee-commercetoprofitablydelivergreatervaluetocustomers.Realizethepromiseandchallengesthate-commercepresentsforthefuture.解释公司怎样利用电子商务向顾客传递更多价值并从中获利。阐述电子商务给未来带来的机遇和挑战。InventeddiscountbrokeragecategoryFirstU.S.majorplayertogoonlineInitiallyofferedtwo-tieredtradingsystem

toprotectprofits/stopcannibalizationLaterbecamefirsttrueclick-and-mortarfull-servicebrokerageNowworld’slargest

e-commercesite85%onlinetrades;21%oftradevolume;StrongstockreturnCharlesSchwabCaseStudy案例研究MajorForcesShapingtheDigitalAge

形成数字时代的主要主要力量DigitalizationandConnectivityTheflowofdigitalinformationrequiresconnectivityIntranets,Extranets,andtheInternetTheInternetExplosionKeydriverofthe“neweconomy”数字化和连接数字信息的流动需要连接内部网、外部网、因特网网络爆炸“新经济”的主要动力MajorForcesShapingtheDigitalAge

形成数字时代的主要主要力量NewTypesofIntermediariesBrick-and-mortarfirmsoftenfacedisintermediationfromclick-onlycompetitorsTheclick-and-mortarbusinessmodelhasbeenhighlysuccessfulCustomizationandCustomerization新型媒介传统公司经常缺乏与网络公司的调解。传统公司模式取得了很大成功顾客化和商业化MajorForcesShapingtheDigitalAge

形成数字时代的主要主要力量E-business:useselectronicmeansandplatformstoconductbusiness.E-commerce:facilitatesthesaleofproductsandservicesbyelectronicmeans.

电子公司使用电子方法经常的公司电子商务通过电子方法推动产品和服务的销售MarketingStrategyintheDigitalAge

数字时代的营销策略E-marketing:Includeseffortsthatinform,communicate,promote,andsellproductsandservicesovertheInternet.E-commercebenefitsbothbuyersandsellers电子营销：包括通过因特网通知、交流、促销和销售产品和服务的力量。电子商务使买方和卖方都能受益MarketingStrategyintheDigitalAge

数字时代的营销策略BuyerBenefitsofE-Commerce:ConvenienceEasyandprivateGreaterproductaccess/selectionAccesstocomparativeinformationInteractiveandimmediate电子商务的好处：：方便容易、私秘更多产品选择接触比较信息交互、及时MarketingStrategyintheDigitalAge

数字时代的营销策略SellerBenefitsofE-Commerce:RelationshipbuildingReducedcostsIncreasedspeedandefficiencyFlexibilityGlobalaccess,globalreach电子商务对买方的好处：建立关系降低成本提高速度和效率可变性全球市场E-MarketingDomainsE-CommerceDomainsTargetedto

consumersInitiatedby

businessesB2CTargetedto

businessesInitiatedby

consumersC2CC2BB2B电子商务的领域电子商务的领域以顾客为目标由公司发起B2C以公司为目标由消费者发起C2CC2BB2BB2C网上消费者现在更加多样化并逐渐成为主流带来了新的目标市场在线行为随年龄变化网上消费者与传统消费者不同他们发起并控制交换过程高度关注信息OnlineconsumersNowmoremainstreamanddiverseHascreatednewtargetingopportunitiesOnlinebehaviordiffersbyageOnlineconsumersdifferfromtraditionaloff-lineconsumersTheyinitiateandcontroltheexchangeprocessValueinformationhighlyB2BB2BsalesfarexceedB2CsalesB2Bsalesareestimatedtoreach$4.3trillionin2005OpentradingnetworksE-marketspacebringingsellersandbuyerstogetherPrivatetradingnetworksLinkssellerswiththeirowntradingpartnersB2B的销售额远超过B2C到2005年B2B的销售额有望达到430,000亿。开启商业网电子市场把买方和卖方聚到一起私人交易网把卖者与他们自己的合作伙伴联系起来C2CC2CwebsiteshelpconsumersexchangegoodsorinformationeBayisoneexampleAuctionsitesfacilitatetheexchangeprocessAllowaccesstoamuchlargeraudienceNewsgroups/forums

HelpconsumerstofindandshareinformationC2C网站帮助消费者交换商品或信息eBay就是一个例子拍卖网站推动了交换进程提供了与更广泛的客户接触的机会新闻组织/论坛帮助消费者寻找和分享信息C2BAllowconsumerstosearchoutsellers,learnaboutoffers,initiatepurchase,ordictatepurchasetermsEx:PSomesitesfacilitatethefeedbackprocessbetweencustomersandcompaniesEx:P允许消费者寻找卖方、了解供货方、提出购买意图或进行购买例：P一些网站使公司和消费者间的反馈工作变得很容易如：PConductingE-Commerce

电子商务操作Click-Only-CompetitorsE-tailers,searchenginesandportals,ISPs,transactionsites,enablersitesDsfailedformanyreasonsLackofplanningandresearchOveremphasisonacquisitionvs.retentionPoorwebsitedesign/distributionsystemsLowmargins网络竞争者网上股票商、搜索引擎和入口、ISP、交易网站、授权网站Ds的失败有很多原因缺乏计划和研究过分关注获取和保持网站设计/分销系统较差低利润ConductingE-Commerce

电子商务操作Click-and-MortarCompaniesChannelconflictwasinitiallyaconcernE-commerceoftencreatednewcustomers,ratherthancannibalizingexistingonesManyfirmsnowenjoygreatersuccessthantheirclick-onlycompetitionTrustedbrandnames,greaterfinancialresources,largercustomerbase,industryknowledge,andstrongsupplierrelationshipswerekeyadvantages兼有网上销售和传统业务的公司最初渠道冲突是关键问题电子商务经常带来新顾客，而不是关注原有顾客许多公司现在比仅在网上销售的公司更加成功值得信赖的品牌名称，更强大的财务资源，更大消费者基础，行业知识，和更强的供应关系是主要优势。Creatingwebsites

创建网站CorporatewebsitesBuildgoodwillandrelationships;generateexcitementMarketingwebsitesEngageconsumers

andattempttoinfluencepurchaseWebsitedesign7Csofeffectivewebsitedesign公司网站创造亲切感和良好关系，带来兴奋感营销网站雇佣消费者并努力影响购买网站设计网站设计的7CsSevenC’sofWebSiteDesign

网站设计的7CsContextContentCommunityCommunicationConnectionCommerceCustomization背景内容社团沟通连接商务顾客化Placingonlineadsandpromotions

在线广告和促销OnlineformsofadsandpromotionsBannerads/tickersSkyscrapersInterstitialsBrowseradsContentsponsorshipsMicrositesViralmarketingFutureofonlineads广告和促销的在线形式Bannerads/tickersSkyscrapersInterstitialsBrowseradsContentsponsorshipsMicrositesViralmarketing在线广告的未来Creatingorusingwebcommunities

创建或使用网上社区WebcommunitiesallowmemberswithspecialintereststoexchangeviewsSocialcommunitiesWork-relatedcommunitiesMarketersfindwell-defineddemographicsandsharedinterestsusefulwhenmarketing网上社区使有特定兴趣的成员可