网络营销战略与模式.pptVIP

网络营销概论 课程内容 互联网的业务概念 互联网的业务模式 网络沟通/网络广告形式 What is The Internet A global network of interconnected networks. E-mail and data files move over phone lines, cables and satellites. Three types of networks form part of the Internet: Intranet: network that runs internally in an organization. Extranet: two joined networks that share information. Web: how most people refer to the Internet. 网络营销概念和思想的诞生 1993年，基于互联网的搜索引擎诞生——搜索引擎营销的基础 1994年4月，美国两个律师制造垃圾邮件，引起广泛关注和思考 1994年10月，网络广告诞生——网络广告概念和形式 1995年7月，网上商店亚马逊成立——标志着网上销售的诞生 数字化改变营销特征-营销过程 数字化改变营销特征 数字化改变营销特征 互联网的商业机会 Level of Commitment to E-Business Activity-level models Online purchasing Order processing E-mail Content publisher (brochureware) Business intelligence Online advertising Online sales promotion Pricing strategies Business Process-Level Models Customer relationship management (CRM) Supply chain management Community building Affiliate programs Database marketing Enterprise resource planning (ERP) Mass customization Knowledge management Enterprise-Level Models E-commerce Direct selling Content sponsorship Portal Online broker Exchange Auction Purchasing agent Virtual mall Business Models A business model is a method for long term survival and a value proposition for partners, customers and revenue. The business model is what enables a firm to have a sustainable competitive advantages, to perform better than its rivals in the long term. E-business models include the use of information technology to achieve long term goals. Firm selects one or more models as strategies to accomplish enterprise goals. Business Models Components Linkage Dynamics/sustainability 课程内容 互联网的业务概念 互联网的业务模式 网络沟通/网络广告形式 Model Categories Pure Play Model A Pure Play is a business that began on the Internet. Top level of the E-Business pyramid. Examples: E*Trade, eBay, Yahoo! Most dot-com crash failures were pure plays. Clicks-and-Mortar Model Internet Company Vs. Traditional Company Model level Based on improvement (intensify,efficiency or eff