电子商务网络营销】（107）.pptx

网络营销;Marketing on the web;1. Web marketing strategies;;;;;1.1 product-based marketing strategies;;1.2 customer-based marketing strategies;;;2. Communicating with different market segments;;;;2.2 market segmentation;;;2.3 market segmentation on the web;2.4 offering customers a choice on the web;;3.beyond market segmentation: customer behavior and relationship intensity;;;;;;;;3.2 customer relationship intensity and life-cycle segmentation;Five stages of customer loyalty:;;;3.3 acquisition, conversion and retention of customers;3.4 customer acquisition, conversion, and retention: the funnel model;;;;4. Advertising on the web——网络广告;4.1 banner Ads;1) Three ways of banner ad placement：;;;2) Measuring banner ad cost and effectiveness;;;;4.2 other Ad formats;4.2 other Ad formats;4.2 other Ad formats;4.2 other Ad formats;4.2 other Ad formats;4.3 site sponsorships 网站赞助;4.3 site sponsorships;4.4 effectiveness of online advertising;4.4 effectiveness of online advertising;5. E-mail marketing——电子邮件营销;5.1 permission marketing;5.1 permission marketing;5.2 combining content and advertising;5.3 outsourcing E-mail processing;6. technology-enabled customer relationship management （eCRM）;;;7. creating and maintaining brands on the web;7.1 elements of branding;;;;;7.2 emotional branding vs. rational branding;;7.3 brand leveraging strategies;;7.4 brand consolidation strategies;7.5 costs of branding;;7.6 affiliate marketing strategies——关联营销;;;公益事业关联营销;;;7.7 viral marketing strategies——病毒性营销;;;;8. search engine positioning and domain names;8.1 search engine and web directories——搜索引擎;;;;;;8.2 paid search engine inclusion and placement——搜索引擎;;;;;Ad brokerage services:;8.3 web site naming issues——域名;;;;;