数字时代的营销 新顾客连接.pptx

数字时代的营销新顾客连接

Marketinginthe

DigitalAge:MakingNewCustomerConnections数字时代的营销：新顾客连接1

Objectives目标Beabletoidentifythemajorforcesshapingthenewdigitalage.UnderstandhowcompanieshaverespondedtotheInternetwith

e-businessstrategies.Beabletodescribethefourmajore-commercedomains.能够定义形成数字时代的主要力量理解公司怎样通过电子商业策略对因特网作出反应能够描述四个主要电子商务领域2

Objectives目标Understandhowcompaniesusee-commercetoprofitablydelivergreatervaluetocustomers.Realizethepromiseandchallengesthate-commercepresentsforthefuture.解释公司怎样利用电子商务向顾客传递更多价值并从中获利。阐述电子商务给未来带来的机遇和挑战。3

InventeddiscountbrokeragecategoryFirstU.S.majorplayertogoonlineInitiallyofferedtwo-tieredtradingsystem

toprotectprofits/stopcannibalizationLaterbecamefirsttrueclick-and-mortarfull-servicebrokerageNowworld’slargest

e-commercesite85%onlinetrades;21%oftradevolume;StrongstockreturnCharlesSchwabCaseStudy案例研究4

MajorForcesShapingtheDigitalAge

形成数字时代的主要主要力量DigitalizationandConnectivityTheflowofdigitalinformationrequiresconnectivityIntranets,Extranets,andtheInternetTheInternetExplosionKeydriverofthe“neweconomy”数字化和连接数字信息的流动需要连接内部网、外部网、因特网网络爆炸“新经济”的主要动力5

MajorForcesShapingtheDigitalAge

形成数字时代的主要主要力量NewTypesofIntermediariesBrick-and-mortarfirmsoftenfacedisintermediationfromclick-onlycompetitorsTheclick-and-mortarbusinessmodelhasbeenhighlysuccessfulCustomizationandCustomerization新型媒介传统公司经常缺乏与网络公司的调解。传统公司模式取得了很大成功顾客化和商业化6

MajorForcesShapingtheDigitalAge

形成数字时代的主要主要力量E-business:useselectronicmeansandplatformstoconductbusiness.E-commerce:facilitatesthesaleofproductsandservicesbyelectronicmeans.电子公司使用电子方法经常的公司电子商务通过电子方法推动产品和服务的销售7

MarketingStrategyintheDigitalAge

数字时代的营销策略E-marketing:Includeseffortsthatinform,communicate,promote,andsellproductsandservicesovertheInternet.E-commercebenefitsbothbuyersandsellers电子营销：包括通过因特网通知、交流、促销和销售产品和服务的力量。电子商务使买方和卖方都能受益8

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