Electronic-Commerce---中国传媒大学-计算机学院-课程课-….pptVIP

* Web Site Naming Issues Domain names Companies often buy more than one Reason for additional domain names To ensure that potential site visitors who misspell the URL will still be redirected to intended site Example: Yahoo! owns the name Y * * URL Brokers and Registrars (注册机构) URL brokers (经纪公司) Sell, lease, or auction domain names that they believe others will find valuable ICANN (互联网域名与地址分配中心) Maintains a list of accredited registrars Domain name parking (挂靠) Permits purchaser of a domain name to maintain a simple Web site so that domain name remains in use * Summary Four Ps of marketing Product, price, promotion, and place Market segmentation Using geographic, demographic, and psychographic information can work well on the Web Types of online ads Banner ads, pop-ups, pop-behinds, interstitials, and rich media ads * Summary Technology-enabled customer relationship management Can provide better returns for businesses on the Web Firms on the Web Can use rational branding instead of emotional branding techniques Critical for many businesses Successful search engine positioning and domain name selection * * * * * * * * * * 你只闻到我的香水，却没看到我的汗水。 你否定我的现在，我决定我的未来！ 你嘲笑我一无所有，不配去爱，我可怜你总是等待。 你可以轻视我们的年轻，我们会证明这是谁的时代。 梦想是注定孤独的旅行，路上少不了质疑和嘲笑， 但那又怎样？ 哪怕遍体鳞伤，也要活得漂亮！ * * * Customer Relationship Intensity and Life-Cycle Segmentation One goal of marketing To create strong relationships between a company and its customers Good customer experiences Can help create intense feeling of loyalty Touchpoints (接触点) Online and offline customer contact points Touchpoint consistency (接触点一致性) Goal of providing similar levels and quality of service at all touchpoints * Five Stages of Customer Loyalty * Five Stages of Customer Loyalty Awareness (知晓) Customers recognized the name of the company or one of its products Advertising a brand or a company name is a common way to achieve this level of relationship Exploration (了解) Potential customers learn more about the company or its product