新顾客连接.pptVIP

Marketing in the Digital Age: Making New Customer Connections 数字时代的营销：新顾客连接 Objectives 目标 Be able to identify the major forces shaping the new digital age. Understand how companies have responded to the Internet with e-business strategies. Be able to describe the four major e-commerce domains. 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 Understand how companies use e-commerce to profitably deliver greater value to customers. Realize the promise and challenges that e-commerce presents for the future. 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。 Case Study 案例研究 Invented discount brokerage category First U.S. major player to go online Initially offered two-tiered trading system to protect profits / stop cannibalization Later became first true click-and-mortar full-service brokerage Now world’s largest e-commerce site 85% online trades; 21% of trade volume; Strong stock return Major Forces Shaping the Digital Age形成数字时代的主要主要力量 Digitalization and Connectivity The flow of digital information requires connectivity Intranets, Extranets, and the Internet The Internet Explosion Key driver of the “new economy” 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 Major Forces Shaping the Digital Age形成数字时代的主要主要力量 New Types of Intermediaries Brick-and-mortar firms often face disintermediation from click-only competitors The click-and-mortar business model has been highly successful Customization and Customerization 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 Major Forces Shaping the Digital Age形成数字时代的主要主要力量 E-business: uses electronic means and platforms to conduct business. E-commerce: facilitates the sale of products and services by electronic means. 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 Marketing Strategy in the Digital Age数字时代的营销策略 E-marketing: Includes efforts that inform, communicate, promote, and sell products and services over the Internet. E-commerce benefits both buyers and sellers 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