电子商务概论第四章.pptVIP

数据时间：2009.11 * * * * * * * * * * A Banner ad.: a small rectangular object on a Web page that displays a stationary or moving graphic and includes a hyperlink to the advertiser’s Web site. A pop-up ad.: an ad that appears in its own window when the user opens or closes a Web page. A pop-behind ad.: a pop-up ad that is followed very quickly by a command that returns the focus to the original browser window. Interstitial ad.: when a user clicks a link to load page, the interstitial ad opens in its own browsers window, instead of the page that the user intended to load. Rich Media ad. Or active ad.: general graphical activity that “floats” over the Web page itself instead of opening in a separate window. * * * * * * * Technology-Enabled Customer Relationship Management Firm obtains detailed information about a customer’s behavior, buying patterns, etc., and uses it to set prices and negotiate terms. 通过点击流分析系统，企业可以轻松展开多种分析主题 访客吸引力分析：网站的哪个部分吸引了最多的访客？ 购买行为分析：网站的哪个部分导致的直接购买行为最多？ 低访问量分析：网站的哪个部分是很少有访问的 访客会话分析：网站哪个部分结束访问最多？哪个部分进入的购买会话最多？ 受欢迎产品分析：通过点击率了解最受欢迎的产品 受关注广告分析：通过点击率了解最受关注的广告 促销分析：促销效果如何？促销费用与促销预算情况怎样？促销目标实现情况如何？ 订单分析：从时间、地区等角度了解订单情况 订单利润分析：了解订单所产生的利润情况以及利润在产品、地区、时间、顾客群的分布 客户变动分析：了解订单的解除和订单的发展趋势 网站性能分析：提供网站质量报告，为维护及故障修复提供指导，评估故障修复影响范围及时间 访客搜索分析：访客使用的搜索引擎情况，喜欢使用的关键词等 点击流客户关系分析：包括客户忠诚度分析、潜在客户分析、客户价值分析等 Tools for Web Marketing Web Advertisements E-mail Marketing Technology-enabled customer relationship management Searching engine positioning and domain names promotion Search Engine Positioning and Domain （搜索引擎排名与域名营销） Search engine is a Web site that helps people find things on the Web It has 3 major parts: (1)Spider, crawler, or robot（网络蜘蛛/爬虫/机器人） ? Program that automatically searches the Web (2)Index or database（索引或数据库） ? Storage element of a search engine (3)Search utility（检索工具） ? Uses search terms provided to find Web pages that match in the database Search Engine Positioning