重建交互性市场的市场营销方式概述.ppt

Re-Inventing Marketing and Communication for an Interactive Marketplace Don E. Schultz Northwestern University 唐·舒尔茨教授 美国西北大学 Most of Our Marketing and Communication Planning and Implementation Approaches Were Developed in the Last Century Most of Our Marketing and Communication Planning and Implementation Approaches Were Developed in the Last Century 例如，以往我们多数的传播模型都是线性的输出。 Our Marketing Systems Were Based on Internally-Driven Management Approaches 我们的营销系统一度是基于内部驱动的管理方法。 Suppliers Raw material Raw material Assemby Batch/line/Continuous Process 4Ps Supply Chain Model： Distributors Agents Brokers Retailers Customers/End users Fina Pacaking We Controlled All Our Brands and Branding Programs 我们以往是这样管理品牌和品牌推广计划的。 Early 20th Century Packaging 包装 1940-1970 1970-1990 1990-2000 2000 → Mass Media 大众媒体 In-Store Promotion 实体店面 促销 Direct Contact 直接联系 Interactive 交互 Co-Created Value 共创价值 Name Benefits Differentiator Relationship 名称 利益点 细分市场 关系 Preference 偏爱/兴趣 Knowledge 了解/知识 Attitudes/Awareness 态度/意识 Conviction 确认 一切都是建立在一个以说服为本的层次效果模式上。 All Were Built on a Persuasion-Based, “Hierarchy of Effects” Model Marketing Communication 市场营销 4 3 2 1 Source: Adapted from Lavidge and Steiner We Talked, Consumers Were Supposed to Listen, And Then, Buy…..and, Re-Buy 我们传递信息， 消费者接受， 然后实现购买和再购买 It Was a System That Looked Like This 这个系统看起来是这样的。 Marketer 营销 Consumer/Prospect 消费/预期 Messages and Incentives 信息和消费驱动 And, It Worked for Most of the 20th Century 整个20世纪的市场营销基本都是按照这样的系统进行的 Branded Products /Services 品牌产品/服务 Agency 代理 Media Organization 媒体 Sales Force 销售力 Retail 零售商 Internet – Wi-Fi 互联网 – Wi-Fi Internet – Wi-Fi 移动电话 iPods/MP3 – 播放器 Social Networks 社交网络 iPhone Applications iPhone 应用 Cable/satellite 有线/卫星电视 Blocking Systems - TIVO/DVRs/ Filters/Pop-up Blockers/etc. 拦截系统 - TIVO/硬盘录像机/过滤器/弹出窗口阻止程序等。 Then, Information Technology Changed the Entire Marketplace, Globally! 然而，信息技术在全球范围内改变了整个市场！ Marketer Consumers/ Prospects Messages and Incentives Competitors Competitors Word-of