电子商务概论课件(第三章).ppt

CHARPTER 3 MARKETING AND MANAGEMENT ONLINE Main content Consumer behavior online Personal Characteristics（个人特性） age, sex, race, education, lifestyle, psychological outlook(心理学角度的观点), knowledge, values and personality Environment Characteristics（环境特性） social, cultural/community(团体), state of the economy(经济制度的状况) Market Stimuli（市场刺激） price, brand, promotions, advertising, product quality, and design Vendors’ Controlled Systems（卖家约束系统） logistics support (payments delivery), Technical support (Web design content, Intelligent agents, security) and Customer Service (FAQs, E-mail, Call Centers, one-on-one) Five Stages of Customer Loyalty(Customer Life Cycle) Five Stages of Customer Loyalty (Customer Life Cycle) Awareness (知晓) Customers recognized the name of the company or one of its products（客户知道公司或一种产品的名称） Advertising a brand or a company name is a common way to achieve this level of relationship（品牌宣传或公司广告是取得这种关系层次的常用方法） Exploration (了解) Potential customers learn more about the company or its products（潜在客户会对公司及其产品情况知晓更多） A large amount of information interchange can occur between a company and its potential customers（在这个阶段，公司和潜在客户会有大量信息交换） Five Stages of Customer Loyalty Customer Life Cycle) Familiarity (熟悉) Customers having completed several transactions are aware of the company’s policies They are also likely to shop and buy from competitors of the company Commitment (承诺) Customers develop a fierce（极其） loyalty or strong preference（偏爱） for the products or brands And are often willing to tell others about how happy they are with their interactions（交互） Separation (分离) Customers might be severely（非常） disappointed by changes in the level of service or product quality Company can evaluate the relationship and conclude that customers are costing too much to maintain An important goal of any marketing strategy should be to move customers into the commitment stage as rapidly as possible and keep them there as long as possible. Acquisition, Conversion, and Retention of