E-Business第4章网络营销.ppt

* * * * 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 * * Buying, selling, and leasing domain names Recently, higher prices have prevailed in the market for domain names * * 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 * * 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 * * 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 * * 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 * * 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  * * 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。 * * 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 * * 网络营销 网络营销对传统营销的影响