网络营销第五版
网络营销(第五版)朱迪_斯特劳斯英文课件11
The internet also allows for price transparency-both buyers and sellers can view prices online.
11-11
Firms can save money by using internet technology for internal processes.
Self-service order processing. Just-in-time inventory. Overhead.日常管理费用（店铺租金、人员、税） Customer service. Printing and mailing. Digital product distribution.
The Internet Changes Pricing Strategies
11-5
Price is the sum of all values that buyers exchange for ቤተ መጻሕፍቲ ባይዱhe benefits of a good or service.
Throughout history, prices were negotiated; fixed price policies are a modern idea.
In an efficient market, one would expect to find:
Lower prices. High price elasticity. Frequent price changes. Smaller price changes. Narrow price dispersion between highest and lowest price
网络营销第五版简版
网络营销第五版网络营销第五版网络营销是指企业利用互联网和相关技术手段，通过在线渠道与用户进行有效沟通和交流，以达到推广品牌、增加销售额、提升用户体验等商业目标的活动。
随着互联网的普及和发展，网络营销已成为现代企业不可或缺的市场推广方式。
一、网络营销的意义网络营销具有以下几个重要的意义：1. 拓展市场：传统的市场推广方式受制于时间、空间和成本，而网络营销通过互联网的全球覆盖能力，可以轻松地将产品和服务推广到全球范围内的潜在用户，实现市场的全方位拓展。
2. 提升品牌知名度：通过网络营销，企业可以通过多种方式展示自己的品牌和产品，如网站、社交媒体、微博等，有效提升品牌知名度，塑造良好的品牌形象。
3. 提高销售额：网络营销可以通过有效的推广和广告手段，吸引更多的潜在客户，并通过互联网的便捷性和交易平台的建设，实现线上销售，从而提高销售额。
4. 降低市场推广成本：相对于传统的市场推广方式，网络营销在成本上具有明显的优势，通过合理的投资和运营，能够以较低的成本获得更高的推广效果。
5. 提升用户体验：通过网络营销，企业可以与用户实现更加紧密和有效的互动，通过用户反馈和需求，不断改进产品和服务，提升用户体验，增加用户黏性和忠诚度。
二、网络营销的主要方式网络营销的方式多种多样，主要包括以下几种：1. 搜索引擎优化（SEO）：通过对网站内容的优化，提升网站在搜索引擎结果页面中的排名，从而获得更多的有机流量和曝光机会。
2. 搜索引擎营销（SEM）：通过付费推广的方式，在搜索引擎中购买相关关键词的广告位，实现网站流量的迅速增加。
3. 社交媒体营销：通过在社交媒体平台上发布内容，与用户进行互动和沟通，提升品牌知名度，增加用户粘性。
4. 内容营销：通过创作和分享有价值的内容，吸引用户关注，提高品牌影响力，并通过内容推广实现产品销售。
5. 电子邮件营销：通过发送邮件进行宣传和推广，向潜在客户提供相关信息和优惠活动，促进购买行为，增加销售额。
网络营销基础与实践(第5版)第2章-传统版(非最终版仅供应急参考)
资料来源：选自《网络营销基础与实践》第3版（2007.2)
《网络营销基础与实践》第5版（冯英健 著，清华大学出版社，书号：9787302447696） 《网络营销基础与实践》第5版专题及完整版课件下载：网络营销教学网站（/201605.htm）
版权声明: 1.本课件仅供个人学习参考，请勿公开传播。 2.出版发行、企业培训等商业应用请联系版权人。 3.引用网络资料仅供教学参考，请勿用于商业活动。
《网络营销基础与实践》第5版（冯英健 著）
《网络营销基础与实践》第5版课件说明：
• 《网络营销基础与实践》第5版课件分“传统 版”和“轻松版”两个版本，其中传统版为 书籍的内容要点，轻松版含有较多的补充资 料。可根据个人教学风格选择或整合。
浏览器对网络营销发展的意义：“基于网络可见度的网络营销方法，大多围绕 着浏览器来进行”。 ——《网络营销基础与实践》第5版第1章（1.1.1.1） 问题讨论： 1.你用电脑上网时常用的浏览器有哪些？各自有哪些典型特点？ 2.手机上网常用哪些浏览器？你的手机里安装（或被安装）了哪些浏览器？
《网络营销基础与实践》第5版（冯英健 著）
那些年我们用过的浏览器
Netscape Navigator 1994
Internet Explorer 1995
Mozilla FireFox 2004
Google Chrome 2008
Microsoft Edge 2015
2016年6月浏览器市场份额：Chrome 48.7%，IE+Edge 36.7% 分析：为什么Google Chrome浏览器获得快速发展？
网络营销(第五版)课件第11章网络营销实例分析
络
产品页面转化元素包括：
营
(1) 社会证明
销 （2）感知价值定价
》
（
（3）稀缺性和紧迫性
第 五
（4）一键购买按钮
版 （5）追加销售和交叉销售
）
（6）智能栏
带有关键词的商品广告页面
11.3.3 亚马逊的发展历程
1. 亚马逊网站的发展
2. 业务的扩展
《 网 络 营 销 》
（ 第 五 版 ）
复习思考题
目前主要采购方式为原产地投资农产代工源头采购三个渠道合计采购量占比90覆盖区域一线城市覆盖达367个城市全国sku3000多个sku4000多个sku每家门店大概保持在70个左右的sku全年sku达到600多个配送速度55公里范围内半小时送达次日达为主订单2016年66月店均线上订单每天超4000单且盒马鲜生的线上订单数已超过线下日均订单超55万单计划2016年日均gmv1000万15年销售额30亿客单价70元150200元4050元网络营销第五版第五版从上表可以看到盒马综合了易果生鲜和百果园的模式采用线上外卖线下门店的经营模式这一模式即我们常说的o2o全渠道集生鲜超市餐饮体验线上业务仓储配送为一体
11.1.3 贝贝网成功经验总结
1．成功要素
(1）电商布局
《 （2）非标品切入带动标品类 网 （3）跨境进口 络 营 （4）思维植入电商(互动营销) 销 2. 贝贝网的 moony超级品牌日活动剖析 》
（ （1）大数据提效，发力精准营销。 第 五 （2）全平台预热，为品牌赢取先发优势。 版 ） （3）线上线下结合，驱动品效协同。
）
免费送货服务是亚马逊网站的促销策略之一，在物流配送
模式上选择了外包。
5. 推广策略
亚马逊使用“动态关键字插入”技术来增加其广告的预期点 击率和广告相关性，然后为客户提供一个基于产品类别的页面。
网络营销基础与实践第5版冯英健期末知识点
第一章网络营销的理论基础P4 网络广告出现的标志性意义1、网络广告的出现，表明互联网网站也可以成为广告媒体，从而使得广播电视及报纸系统成为传统媒体，从这个角度来看，BANNER广告的确具有命性的意义。
2、网络广告同时改写了广告的历史——第一次使得广告效果可计量，可以记录有多少人少人浏览过广告，以及多少人点击过这个广告。
3、事实上网络广告诞生更大的意义在于展示了互联网的广阔前景，吸引了大量风险投资进入互联网领域，引发了早期互联网门户网站的蓬勃发展。
1994年4月12日，“绿卡抽奖”造成广告滋扰P6网络营销诞生于1994年网络营销得以产生和发展的基础条件：1、适合通过互联网传播的网络信息的内容及形式2、有实用价值的互联网工具及一定数量的互联网用户3、用户接收或浏览信息后可产生后续行动4、网络信息的传播对网络信息发布者及浏览者都是有价值的。
P7-14 非选择题中国网络营销的发展历程及特征从1994年到2016年，我国的网络营销大致经历了五个发展阶段：①P7中国网络营销萌芽的传奇与萌芽阶段（2000年前）主要特征：网络营销在中国虽有一定的发展，但并没有清晰的网络营销概念和方法②P10中国网络营销的应用和发展阶段（2001-2003年）主要特征：6个方面：网络营销服务市场初步形成网站建设成为企业网络营销的基础网络广告形式和应用不断发展Email营销在困境中期待曙光搜索引擎营销向深层次发展网上销售环境日趋完善③P11 中国网络营销服务市场的高速发展阶段（2004-2009年）主要特点：5个方面网络营销服务市场快速增长，新型网络营销服务不断出现企业对网络营销的认识和需求层次提高搜索引擎营销呈现专业化、产业化趋势更多有价值的网络资源为企业网络营销提供了新的机会新型网络营销概念和方法受到关注④P12 中国网络营销的社会化转变阶段（2010-2015年）特点：6个方面网络营销开始向全员网络营销发展不断出现基于Web2.0的网络营销平台社会化媒体网络营销蓬勃兴起网络营销与网上营销的结合日益紧密部分传统网络营销模式逐渐被冷落移动网络营销的重要性不断增长⑤网络营销多元化与生态化阶段（2016年后）P14 网络营销的三次革命第一次革命网络信息展示与获取的搜索技术革命（2000年前后）第二次革命网络信息发布与传播的网络可见度革命（2006年前后）第三次革命移动网络营销及背后的信息可见度革命（2014年前后）P18 网络信息可信度含义：网络信息可信度就是人们对网络信息来源的信任程度。
网络营销第五版
网络营销第五版1.前言1.1 网络营销的概述1.2 历史回顾1.3 网络营销的重要性2.网络营销策略2.1 市场分析2.1.1 目标市场的确定2.1.2 竞争对手分析2.1.3 潜在客户分析2.2 品牌建设2.2.1 品牌定位2.2.2 品牌形象设计2.2.3 品牌传播策略2.3 内容营销2.3.1 内容策划与创作2.3.2 内容推广渠道选择2.3.3 内容营销效果评估2.4 社交媒体营销2.4.1 社交媒体平台选择2.4.2 社交媒体内容规划2.4.3 社交媒体运营与管理2.5 搜索引擎优化(SEO) 2.5.1 关键词研究与选择2.5.2 网站结构优化2.5.3 外部建设2.6 搜索引擎营销(SEM) 2.6.1 广告投放平台选择2.6.2 广告创意设计2.6.3 广告效果监测与优化3.网络营销工具与技术3.1 数据分析工具3.1.1 谷歌分析3.1.2 百度统计3.1.3 数据报告解读3.2 营销自动化工具3.2.1 电子邮件营销工具3.2.2 社交媒体自动化工具3.2.3 CRM系统3.3 网络广告技术3.3.1 横幅广告3.3.2 弹窗广告3.3.3 原生广告4.法律事务与网络营销4.1 著作权法4.2 商标法4.3 广告法4.4 消费者权益保护法4.5 电子商务法5.附件6.法律名词及注释- 著作权法: 保护作品的原创性，并规定权利人的权益和使用范围。
- 商标法: 保护商标的独特性和商业价值，并规定商标注册和使用的相关事项。
- 广告法: 规定广告宣传的准则和限制，保护广告受众的合法权益。
- 消费者权益保护法: 保护消费者的权益，维护市场秩序和消费环境的健康发展。
- 电子商务法: 规定电子商务的基本原则和规范，促进电子商务的安全、健康发展。
网络营销第五版
网络营销第五版网络营销第五版简介网络营销是指利用互联网和数字技术手段，以及相关平台进行销售推广和品牌传播的一种营销方式。
随着互联网的快速发展，网络营销在各行各业中变得越来越重要。
本文将介绍网络营销的基本概念、发展历程以及最新趋势。
概念及发展历程网络营销的基本概念网络营销是通过互联网工具和数字技术手段，以实现市场营销目标的一种新型营销方式。
传统营销方式通常采用广告、促销等手段，而网络营销则借助互联网、社交媒体等渠道来实现品牌传播、销售推广和客户关系管理。
网络营销的特点包括以下几点：- 低成本高效率：相比传统营销方式，网络营销具有更低的成本和更高的效率。
通过互联网和数字技术工具，企业能够以更低的成本进行广告推广、在线销售和客户服务。
- 精准定位：网络营销可以通过互联网平台的大数据分析功能，定位目标受众并进行精准推广。
企业可以更加准确地了解消费者需求，提供个性化的产品和服务。
- 互动性和用户参与度高：网络营销通过社交媒体等渠道，能够与用户进行即时互动，增加用户参与度。
用户可以通过评论、点赞等方式，对企业进行反馈，促进品牌形象建设和产品改进。
网络营销的发展历程网络营销的发展经历了几个关键阶段：1. 网络广告时代：最早期的网络营销主要集中在网络广告领域。
互联网的快速发展使得企业可以通过网络广告来实现品牌传播和推广。
2. 社交媒体营销时代：随着社交媒体的兴起，企业开始将重点转移到社交媒体平台上，与用户进行互动和交流。
社交媒体的特点使得网络营销更加个性化和精准。
3. 移动互联网营销时代：随着智能方式的普及，移动互联网成为了网络营销的重要渠道。
企业可以通过APP、公众号等移动应用与用户进行连接和互动。
4. 多渠道整合营销时代：随着互联网技术的不断发展，企业开始将多个网络渠道进行整合，实现全方位的网络营销。
，借助大数据和技术，网络营销变得更加智能化和高效率。
网络营销的最新趋势社交媒体营销的深度整合随着社交媒体的不断发展，社交媒体营销已经成为了网络营销的重要组成部分。
网络营销(第五版)朱迪斯特劳斯 英文课件07
© 2009 Pearson Education, Inc. Publishing as Prentice Hall
Internet Reaches Maturity: 1996-20087-7 Nhomakorabea
Exhibit 7.1
© 2009 Pearson Education, Inc. Publishing as Prentice Hall
© 2009 Pearson Education, Inc. Publishing as Prentice Hall
Justin
Consumers in the
7-5
st 21
Century
71% of U.S. consumers use the internet; the other 29% can be characterized as: Net evaders Net dropouts Truly unconnected Intermittent users
© 2009 Pearson Education, Inc. Publishing as Prentice Hall
Consumers in the
7-6
st 21
Century, cont.
In 2007, 1.4 billion people had access to the internet, 19% of the global population. Ten countries account for 53% of all global users and adoption rates range from 69-88%. Internet usage in developed nations has reached a critical mass, leading marketers to ask more questions about consumer behavior on the internet.
《网络营销》第五版冯英健笔记
网络营销笔记第一讲一、营销的概念营销是通过营销渠道将生产厂家与市场联系起来的过程，营销是一种商业理念或商业哲学，营销是一种导向，是商业哲学和商业实务的结合。
代表性定义：♦菲利浦科特勒：营销是一个社会和管理过程，借此过程个人和组织可完成产品与顾客价值的创造与交换，最终满足消费者的需要和欲望。
♦AMA（美国市场营销协会）：市场营销既是一种组织职能，也是为了组织自身及利益相关者的利益，而创造传递客户价值，管理客户关系的一系列过程。
二、市场营销核心概念♦需要欲望和需求的产生♦产品与服务的提供♦质量价值满意与忠诚（无瑕疵、稳定）♦交易交换与关系♦市场与营销者顾客满意：是指顾客可感知的产品实际性能或功效与其期望水平对比的感觉状态。
市场=客户+欲望+购买力营销者≠卖方三、发展历史发展阶段：形成阶段→应用阶段→革命阶段（流通变为生产消费，以消费者为中心）→繁荣阶段→拓展阶段；核心理念：重视客户。
四、营销理念演进产品理念，推销理念，营销理念，社会营销理念，大市场营销理念，全球营销理念第二讲一、市场营销环境是指关系企业生存和发展影响并制约企业营销战略的制定和实施的一切因素和力量的总和。
1、营销环境的分类①按照影响范围分：宏观和微观♦微观：本身市场营销活动引起的各种行为者，包括供应商营销中间商竞争者和公众等；♦宏观：影响公司微观环境的各种因素和力量的总和，包括人口统计，经济，自然政治，文化等；②按照控制性难易分：可控和不可控♦可控：价格♦不可控：消费者、竞争、政府、经济、技术③按环境的性质分：自然、文化♦文化：人口统计变量、竞争和经济力量、科学和技术、政治和法律力量；2、特征客观性、多变性、相关性、可利用性、复杂性、差异性、随机性3、环境分析的重要性♦营销环境分析是市场研究的出发点和首要内容♦企业营销活动的前提♦企业确定正确营销战略和策略的基础♦有利于企业及时发现新机会、规避威胁，有效的把握未来4、宏观环境分析①P：Political&law国内国际环境、WTO、社会团体、法律法规等②E：Economic&Demographic（人口）人口爆炸、年龄结构、民族市场、教育水平、家庭类型、地理迁移、大众向微观市场③S：Social-cultural购买力、经济结构类型（自给型、原料出口型、工业化进程中、工业化）、收入分配、信仰、价值观④T：Technological&Natural♦收入：可支配的个人收入，可随意支配的个人收入♦保守者、创造者、接受者♦文化的分类：核心文化、亚文化（民族文化）、次文化♦技术对企业营销活动的影响主要表现在：✓科技发展引起经济结构变化✓影响消费者购买习惯✓影响营销策略、营销管理现代化发展5、微观环境分析♦主体：企业、供应商、营销中间商、顾客、竞争者、公众♦竞争者类型：愿望竞争者、一般竞争者、产品形式竞争者、品牌竞争者二、环境分析①营销环境扫描②评价与分析：列表评价法营销环境威胁、营销环境机会③面对环境机会的对策慎选并及时使用主要的机会、准备条件适时利用次要机会、放弃机会对抗策略减轻策略——寻找替代品、提高销售量及市场份额、改变营销策略；转移策略——改变产品或投资策略⑤对不同需求状况的策略扭转性营销策略（转变性），刺激性营销策略，开发性营销策略（新产品），恢复性营销策略（需求下降的），协调性营销策略（季节性的产品），保持性营销策略，降低性营销策略第三讲一、购买者行为分析个人消费者购买行为分析、组织购买行为分析；消费者市场是向个人和家庭销售消费品和服务的市场，又称消费者市场生活资料市场和最终产品市场；消费者需求是人类社会的原生需求，原生需求引发派生需求；消费者市场从根本上决定其他所有市场。
《网络营销基础与实践(第五版)》教学大纲
《网络营销与策划》课程教学大纲一、说明（一）课程定义：《网络营销与策划》是XXXXX专业为培养网络营销人员所设置的具有综合性质的一门专业核心课程。
本课程的目的在于通过对网络营销理论和实践的学习、研究和分析，掌握网络营销的现状和发展趋势、基本知识和基本原理，提高学生从事电子商务的理论素养和网络营销工作的能力。
（二）编写依据：本课程大纲根据《XXXXXXX学院XXXXXX专业人才培养方案》XXXXXX版编写。
（三）目的任务：通过本课程的学习，使学生掌握网络营销与传统营销的关系、现状、发展、存在的问题以及网络营销的基本理论体系，网络营销赖以生存的内外环境，网络消费者的购买动机和实际购买操作；正确理解网络消费行为、网络市场细分、网络目标市场、市场定位的基础、前提和方法；掌握与运用网络促销方法、制定促销组合、掌握网络广告的相关知识等。
并使学生掌握网络营销与策划的基本策略，将网络营销的基本原理和企业网络营销的最新实践联系起来，具备网络营销的分析能力、策划能力，为将来进一步学习和从事实际工作打下坚实的基础。
（四）学时数与学分数：本课程理论54学时,实践18学时，共72学时，4学分。
具体学时分配参照下表。
（五）适用对象：XXXXXXX专业大二学生。
（六）课程编码：KY1810C01二、教学内容与学时分配三、教学内容与知识点第一章网络营销的理论基础第一节网络营销的诞生及发展演变知识点：网络营销的诞生，中国网络营销的发展历程、特征，网络营销发展趋势第二节网络营销的定义：经典及创新知识点：网络营销的经典定义及创新第三节网络营销研究的层次分析知识点：网络营销的人体结构模型、职能体系、顾客价值第四节网络营销的内容体系设计知识点：网络营销研究初期部分有代表性的内容体系第二章网络营销工具体系第一节网络营销工具概述知识点：网络营销工具的特点及一般规律，网络营销工具体系的分类第二节网络营销信息源创建及发布管理工具知识点：企业官方网站的网络营销功能分析，企业官方博客的网络营销价值，企业官方PP及其网络营销价值，关联网站及其网络营销价值，企业网站、企业博客、关联网站、官方APP的比较第三节网络信息传递渠道工具和服务知识点：浏览器—最具标志性的基础网络营销工具，B2B电子商务平台的网络营销价值，B2C电子商务平台的网络营销价值，开放式网络百科（WIKI）的网络营销价值，第三方博客平台的网络营销作用，微博平台的网络营销功能，微信的网络营销功能，搜索引擎的网络营销价值分析，直接信息传递的网络营销工具：电子邮件第四节在线顾客交互工具与资源知识点：在线顾客交互工具、资源第三章内容营销基础第一节内容营销的基本模式及思维意识知识点：内容营销的常见模式，内容营销的五大意识第二节企业网站的内容营销知识点：网络营销导向企业网站的一般要素，企业网站的结构及对网络营销的影响，企业网站的基本内容及其对网络营销的意义，企业网站的内容营销策略第三节许可Email营销基础知识点：许可Email营销的基本原理及意义，营销的分类及基本形式，Email营销的基础条件和过程，Email营销的内容策略，邮件列表营销的用户策略，邮件列表营销的信息传递及管理，Email营销的效果评价指标简介，Email营销的细节问题第四节博客营销知识点：博客营销的定义及基本特征，企业博客营销的主要模式及特点，企业博客营销策略，企业博客文章的写作原则与方法，提升博客营销效果的八项措施第五节微信营销之公众号营销知识点：微信公众号营销的基本原理，微信公众号营销的内容策略，微信公众号营销的用户策略第六节网络分享式内容营销方法简介知识点：电子书下载营销，文档分享营销，网络视频分享营销，图片分享营销第七节内容营销引流方法—搜索引擎营销知识点：搜索引擎营销的基本原理与目标层次，搜索引擎营销的主要模式，搜索引擎优化的概念及特征，搜索引擎优化的基本内容和方法，搜索引擎优化作弊与搜索引擎给站长的优化指南第八节内容营销综合应用—病毒性营销知识点：病毒性营销的基本原理，实施病毒性营销的五个步骤，长效病毒性营销方案实例及启示第四章网络广告基础第一节网络广告的主要形式及特点知识点：网络广告的主要形式、特点第二节网络广告的网络营销价值知识点：网络广告的网络营销价值第三节网络广告的基本要素及本质知识点：网络广告的基本要素、本质、一般流程第四节网络广告形式简介（1）：展示性广告知识点：展示性网络广告的常见规格，网络广告规格演变及对效果的影响第五节网络广告形式简介（2）：网络分类广告知识点：网络分类广告的特点及发布途径，分类广告在网络营销中的应用第六节网络广告形式简介（3）：搜索引擎广告知识点：搜索引擎广告及其表现形式，搜索引擎关键词广告的十大特点，关键词广告排名的算法规则，搜索引擎关键词广告的投放策略第七节网络广告形式简介（4）：手机广告知识点：手机广告的特点第八节网络广告形式简介（5）：其他知识点：网络视频广告，社会化媒体广告，原生广告，社交网络红包广告，电商平台网络广告第九节网络广告效果评价方法简介知识点：关于网络广告效果评价的不同观点，评价网络广告效果的常见方法第五章社会化网络营销基础第一节社会化网络的技术基础及对网络营销的影响知识点：社会化网络的技术基础，社会化网络对网络营销发展的影响，社会化网络与全员网络营销第二节社会化网络营销的特点及功能知识点：社会化网络营销的特点，社会化网络营销的功能第三节社会化网络营销的基本内容及方法知识点：社会化网络营销的基本内容、方法第四节社会化网络营销应用（1）：微博营销基础知识点：微博营销与博客营销的区别与联系，微博营销的常见模式及网络资源比较，企业微博营销的实施与管理，提升企业微博营销效果的措施第五节社会化网络营销应用（2）：网络社群营销知识点：网络社群营销的特点及与网络社区营销的区别，网络社群营销的若干问题探讨第六章生态型网络营销模式第一节生态型网络营销的概念及特点知识点：生态型网络营销的概念及特点第二季原生态：网络会员制营销（网站联盟）知识点：关于网络会员制营销的起源，关于第三方网站联盟平台，网站联盟的网络营销价值关系分析，联盟网站主如何才能获得理想的收益第三节微生态：微信分销三级返利营销模式知识点：微信分销与多层次营销、金字塔销售、传销的比较，微信三级分销的一般流程及特点，微信分销模式的潜在问题分析，建立和谐的微生态营销系统第四节众生态：众筹营销模式知识点：众筹的网络营销意义，众筹营销的基本要素与本质特征第七章资源合作及分享式营销第一节网络营销资源合作的类别及模式知识点：网络营销资源合作的类别、模式第二节网络可见度资源合作知识点：网站交换链接的网络营销意义，网站交换链接的常见形式第三节网络可信度资源合作知识点：网络社群资源合作推广，社交信息合作转发推广第四节网络分享式资源合作知识点：网络百科平台的知识分享营销，ASK网络社区营销第八章网络营销实践应用第一节网站推广及扩展知识点：常用网站推广方法综述，网站推广的阶段及其特征，网站推广方法的扩展—企业官方APP推广第二节网络品牌的建立与推广知识点：网络品牌的含义和特征，网络品牌的层次，建立和推广网络品牌的基本途径第三节信息发布与传递知识点：信息发布的网络渠道资源，网络营销信息发布的内容原则第四节在线顾客服务与顾客关系知识点：在线顾客服务的主要形式，在线顾客服务与个人信息保护第五节网上销售渠道建设知识点：网上销售渠道的主要模式，网上销售渠道建设方案第六节网上促销方法知识点：影响网上销售成功的主要因素，常用网上促销方法综述第七节网上市场调研方法知识点：网上调研的常用方法，在线调查表设计、投放及回收第九章网络营销管理基础第一节网络营销管理的内容体系知识点：网络营销管理内容体系的分类，网络营销管理的内容体系框架第二节网络营销信息源管理知识点：网站运营维护的基本内容，网站运营管理规范简介第三节网络营销效果评价管理知识点：网站访问统计分析对网络营销管理的价值，网站访问统计信息及其对网络营销的意义，如何获得网站流量分析资料，搜索引擎关键词分析第四节网络营销资源管理知识点：营销资源理论与网络营销资源，网络营销资源的基本内容，网络营销能力资源与核心能力培养四、考核（一）考核形式本课程考核形式有三种：考勤，平时作业考核，期末闭卷考试。
网络营销-第5版-中文-第10章
10.3.2 品牌
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3.网络产品的品牌决策
为网络营销创造一个新的品牌
好的品牌名称应该：
对产品的特征有所暗示 与竞争者的产品有所区分 能形成有效的法律保护 在互联网上，一个商标的名字应该短小、易记、易拼写， 且能很好的翻译成其他国家的语言
谷歌的产品包括15种搜索产品、3种广告产品、21 种网络应用、5种企业产品和2种无线应用产品 你认为谷歌下一步将推出什么样的产品？
© 2009 Pearson Education, Inc. Publishing as Prentice Hall
案例：谷歌公司的故事(续)
1-6
谷歌的十大信条
© 2009 Pearson Education, Inc. Publishing as Prentice Hall
10.3.2 品牌
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3.网络产品的品牌决策
联合品牌
当两家公司形成战略联盟时和他们的品牌用于同一个 产品时就出现了联合品牌：
《体育画报》与美国有线新闻网CNN共用CNNSI这个联合品 牌 雅虎和维萨公司合作的电视导购页面 全球最大的互联网服务商EarthLink公司与Sprint电话公司合 作使用 EarthLink-Sprint联合品牌
© 2009 Pearson Education, Inc. Publishing as Prentice Hall
10.3.2 品牌
1-21
3.网络产品的品牌决策
在网络上使用已有的品牌
对于新产品来说，企业可以使用现有的品牌 若企业现有品牌具有足够的知名度和价值，可将已有 商标应用于其未来的任何新产品
网络营销-第五版-第1章
1.1 网络营销环境
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4.网络营销不仅仅是对技术的利用(续) (4)互联网带来的影响在全球各地是不一样的
数字鸿沟、工作机会、教育机会、两极分化、税收、 垃圾邮件、网络欺诈、计算机病毒…………
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1.1 网络营销环境
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2.认识互联网(续)
电子商务(e-business)是利用数字技术对企业各项经 营活动的持续优化。有时，人们也用e-commerce 来表示电子商务，可以认为它是电子商务的一个 分支，即电子交易。
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1.电子商务中的“电子”将悄悄隐去 2.互联网技术对营销的意义
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1.2 网络营销的过去：Web 1.0时代
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1.电子商务中的“电子”将悄悄隐去 电子商务成为日常工作的一部分，即电子商务就是
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时代之变
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旧时的资料、市场、媒体已经被如今的对话、社 区和互联网所取代。
—S.西蒙（Remarkable营销管理公司首席执行官）
我们正在经历着一个巨大的变化，绝大多数人对 此束手无策，他们只是等待，希望有人造访自 己的博客，点击博客中的链接。
全球化、网络延伸、跨时空、信息对等、可扩容 性、标准公开、市场解构、工作自动化
网络营销第五版
网络营销第五版网络营销第五版1. 引言随着互联网的发展和普及，网络营销在当今的商业环境中变得越来越重要和必不可少。
网络营销是指通过互联网和在线平台来推广和销售产品或服务的一种营销方式。
本文将介绍网络营销的概念、重要性以及一些常用的网络营销策略。
2. 网络营销的概念网络营销是通过互联网来推广和销售产品或服务的一种营销方式。
它综合运用了搜索引擎营销(SEM)、搜索引擎优化(SEO)、社交媒体营销、电子邮件营销等各种技术手段，以达到提升品牌知名度、吸引潜在客户、促进销售的目的。
3. 网络营销的重要性网络营销在当今商业环境中扮演着重要角色。
以下是网络营销的几个重要性点：- 全球范围的潜在客户：互联网的普及使得企业可以轻松接触到全球范围的潜在客户，无论客户身在何处，都可以通过网络来了解和购买产品或服务。
- 成本效益高：相比传统的广告和宣传方式，网络营销通常更经济实惠。
在线广告、社交媒体宣传等方式成本相对较低，可以帮助企业以更少的开支达到更好的营销效果。
- 实时性和交互性：网络营销可以实时与潜在客户进行互动和交流，通过即时回复和评论，使得营销过程更加灵活和有针对性。
这种实时性和交互性有助于提高客户体验，增加客户忠诚度。
- 数据分析和追踪：网络营销可以通过各种分析工具对用户行为和营销效果进行数据分析和追踪。
这些数据可以帮助企业更好地了解用户需求和喜好，从而制定更有效的营销策略。
4. 常用的网络营销策略4.1 搜索引擎优化(SEO)搜索引擎优化是通过优化网站内容和结构，以提高在搜索引擎中的排名，从而增加有机流量和提升网站的曝光度。
常用的SEO策略包括关键词研究、优化网站标题和描述、内部建设等。
4.2 搜索引擎营销(SEM)搜索引擎营销是通过投放广告在搜索引擎的搜索结果页面上来吸引潜在客户。
常用的SEM策略包括关键词广告投放、竞价排名、广告文案优化等。
4.3 社交媒体营销社交媒体营销是通过在社交媒体平台上发布内容和与用户互动来推广产品或服务。
《网络营销基础与实践》 第5版 冯英健 期末知识点
第一章网络营销的理论基础P4 网络广告出现的标志性意义1、网络广告的出现，表明互联网网站也可以成为广告媒体，从而使得广播电视及报纸系统成为传统媒体，从这个角度来看，BANNER广告的确具有命性的意义。
2、网络广告同时改写了广告的历史——第一次使得广告效果可计量，可以记录有多少人少人浏览过广告，以及多少人点击过这个广告。
3、事实上网络广告诞生更大的意义在于展示了互联网的广阔前景，吸引了大量风险投资进入互联网领域，引发了早期互联网门户网站的蓬勃发展。
1994年4月12日，“绿卡抽奖”造成广告滋扰P6网络营销诞生于1994年网络营销得以产生和发展的基础条件：1、适合通过互联网传播的网络信息的内容及形式2、有实用价值的互联网工具及一定数量的互联网用户3、用户接收或浏览信息后可产生后续行动4、网络信息的传播对网络信息发布者及浏览者都是有价值的。
P7-14 非选择题中国网络营销的发展历程及特征从1994年到2016年，我国的网络营销大致经历了五个发展阶段：①P7中国网络营销萌芽的传奇与萌芽阶段（2000年前）主要特征：网络营销在中国虽有一定的发展，但并没有清晰的网络营销概念和方法②P10中国网络营销的应用和发展阶段（2001-2003年）主要特征：6个方面：网络营销服务市场初步形成网站建设成为企业网络营销的基础网络广告形式和应用不断发展Email营销在困境中期待曙光搜索引擎营销向深层次发展网上销售环境日趋完善③P11 中国网络营销服务市场的高速发展阶段（2004-2009年）主要特点：5个方面网络营销服务市场快速增长，新型网络营销服务不断出现企业对网络营销的认识和需求层次提高搜索引擎营销呈现专业化、产业化趋势更多有价值的网络资源为企业网络营销提供了新的机会新型网络营销概念和方法受到关注④P12 中国网络营销的社会化转变阶段（2010-2015年）特点：6个方面网络营销开始向全员网络营销发展不断出现基于Web2.0的网络营销平台社会化媒体网络营销蓬勃兴起网络营销与网上营销的结合日益紧密部分传统网络营销模式逐渐被冷落移动网络营销的重要性不断增长⑤网络营销多元化与生态化阶段（2016年后）P14 网络营销的三次革命第一次革命网络信息展示与获取的搜索技术革命（2000年前后）第二次革命网络信息发布与传播的网络可见度革命（2006年前后）第三次革命移动网络营销及背后的信息可见度革命（2014年前后）P18 网络信息可信度含义：网络信息可信度就是人们对网络信息来源的信任程度。
网络营销（第五版）朱迪
CHAPTER SEVENCONSUMER BEHAVIOR ONLINEMultiple Choice1.In what year did the i nternet population begin to “explode,” according to the text?a.1992b.1994c.1996d.2001(b; Moderate; p.170; LO1)2.What is the main reason for which consumers do not use the internet?a.socialb.culturalc.technologicald.all of the above(d; Easy; p. 156-62; LO3; Analytic Skills)3._____ is a basic marketing concept that refers to the act of obtaining a desired object forsomeone by offering something in return.merceb.Barterc.Exchanged.Promotion(c; Moderate; p. 155; LO2; Analytic Skills)4.Which of the following is a tool that e-marketers can use to communicate with customersusing digital information?a.voice mailb.FAX machinesc.personal computersd.all of the above(d; Moderate; p. 156; LO2; Use of Information Technology)5._____ is the idea that there is infinite information but the demand for it is limited by humancapacity.a.Attention economyb.Bunkeringc.Time povertyd.Multiple channel shopping(a; Moderate; p. 160-61; LO3)6.Online shoppers tend to be more _____ oriented than ______ oriented.a.time; experienceb.experience; timec.goal; experienced.experience; goal(c; Difficult; p. 163; LO4; Analytic Skills)7.Which of the following constitutes the cost of a consumer’s resources for exchange?a.moneyb.timec.energyd.all of the above(d; Easy; p. 163-65; LO3; Analytic Skills)8.One of the alternatives to credit card payments on the internet mentioned in the book is_____.a.tradeb.the smart cardc. a phone cardd.cash(b; Moderate; p. 164; LO3; Use of Information Technology)9.Because time poverty is a problem for today’s consumers, they want _____.a.bunkeringb.appropriate benefits for the time they spend onlinec.more multimedia on Web sitesd.less expensive dial-up connections(b; Moderate; p. 164-65; LO3; Use of Information Technology)10.Each of the following is a part of the definition of flow except _____.a.seamless sequence of responsesb.intrinsically enjoyableplete self-consciousnessd.self-reinforcing(c; Difficult; p. 165; LO4)11.Which of the following is not identified as one of the major categories of benefits consumersget for the time they spend online?a.Connectb.Learnc.Enjoyd.Transform(d; Moderate; p. 165-69; LO4)12.The text gives several reasons for the probable increase in U.S. adoption of broadband in thenear future. Which of the following is not one of the reasons given?a.all television will be transmitted digitally within 4 yearsb.devices such as TiVo will allow TV programs to be delivered on demandc.broadband will be required for employees to work from homed.broadband will be adopted as part of cable TV services(c; Easy; p. 156; LO1; Analytic Skills)13.Consumers have learned to use digital video recorders (DVRs) to watch _____ moretelevision and skip _____ of the commercial advertisements.a.92%; 6%b.25%; 70%c.79%; 15%d.67%; 22%(b; Difficult; p. 187; LO1)14.High bandwidth allows consumers to enjoy which of the following services?a.phone calls delivered over the internetb.delivery of music CDs and movies over the Webc.real-time virtual realityd.all of the above(d; Easy; p. 156-59; LO2)15.Which of the following are possible technologies for broadband connection?a.Digital subscriber lineb.Cable modemsc.Wirelessd.all of the above(d; Moderate; p. 158-59; LO2; Use of Information Technology)16.One way for marketers to watch the trends of internet users is to _____.a.monitor Web blogsb.monitor search terms entered at Google and other search enginesc.measure the use of chat roomsd.all of the above(b; Moderate; p. 167; LO1; Analytic Skills)17.DSL is a method for _____,a.transmitting wireless datab.providing video on demandc.transmitting data at high speed over phone linesd.connecting high speed cable modems(c; Moderate; p. 158; LO2)18.Which of the following is not one of the social/cultural trends that have impacted onlineexchange?rmation overloadb.time povertyc.work at homed.none of the above(d; Easy; p. 159-61; LO2; Analytic Skills)19.Strategies to deal with users with mixed bandwidths include all the following except _____.a.design for the slowest usere text only Web sitesc.design for the fastest userd.create fast and slow versions of the Web site(b; Difficult; p. 157; LO2; Use of Information Technology)20.Online oxygen is a term coined by which refers to _____.a.empowering customersb.multitasking on the internetc.addictive qualities of the internetd.instant messaging(c; Difficult; p. 162; LO3)True/False21.According to the text, net evaders represent 8% of internet nonusers who don’t find theinternet to be of especially necessary use.a.Trueb.False(a; Easy; p. 154; LO1; Use of Information Technology)22.In order for e-marketers to create effective marketing strategies, it is important tounderstand only what motivates consumers to buy in the short run.a.Trueb.False(b; Moderate; p. 156; LO3; Analytic Skills)23.The internet has moved from a utility to a novelty.a.Trueb.False(b; Easy; p. 156; LO2; Use of Information Technology)24.Most online shoppers have either a price or quality orientation.a.Trueb.False(b; Difficult; p. 163; LO3; Analytic Skills)25.Consumers apply psychic resources when Web pages are difficult to comprehend.a.Trueb.False(a; Moderate; p. 165; LO3; Analytic Skills)26.Unfortunately, over half of online shopping carts are abandoned.a.Trueb.False(a; Easy; p. 165; LO1)27.Streaming media causes fewer consumers to have access to online entertainment.a.Trueb.False(b; Difficult; p. 167; LO2)28.Few internet users currently seek information online prior to buying products, althoughthis segment holds huge growth potential.a.Trueb.False(b; Difficult; p. 169; LO1)29.The most dramatic increase in online transactions over the past two years has been intravel reservations.a.Trueb.False(b; Moderate; p. 169; LO1; Use of Information Technology)30.Telematics is an online translation system for converting Web sites into multiple languages.a.Trueb.False(b; Moderate; p. 156-59; Use of Information Technology)31.The “killer app” for the Global internet is e-mail.a.Trueb.False(a; Easy; p. 166; LO1; Use of Information Technology)32.T he “killer app” among all media is television.a.Trueb.False(a; Easy; p. 156; LO1)33.According to the text, the truly unconnected represent the 10% of internet nonusers whoearn low incomes and have little formal education.a.Trueb.False(b; Difficult; p. 154; LO1; Use of Information Technology)34.According to the text, the truly unconnected represent the nearly 70% of internet nonuserswho earn low incomes and have little formal education.a.Trueb.False(a; Difficult; p. 154; LO1; Use of Information Technology)Essay Questions35.What are the main social/cultural trends that have impacted online exchange?∙Information Overload – the internet has brought us more data and information then we can handle. Negative views on spam and advertising on the Web.∙Time Poverty – Internet users as a rule have less and less time to spend on any activity.We don’t want to waste time on the internet with slow transaction processing orjumping from page to page to complete a transaction.∙Home and Work – the internet has lowered the barrier between work and home. We are always connected to our work. More work is done at home and more personalaffairs such as shopping and travel arrangements are done at work.∙Anywhere, Anytime convenience – We want to shop and complete transactions 24/7.We expect all operations on the internet to be available at our convenience.∙Online Oxygen- Some users have become addicted to the internet.∙Self Service- We expect a fairly low level of service on the internet and in exchange we expect low prices. As consumers, we are empowered to get information, purchase, andtrack our purchases.∙Sophisticated Consumers – Consumers have control through information and the transparency of pricing.∙Privacy and Security – We expect our information to remain private and that there are safeguards for children.∙Online Crime – Consumers are concerned about Fraud and viruses on the internet.(Difficult; p. 159-66; LO1; Analytic Skills)36.What resources must consumers use in exchange for the benefits of the internet?∙Monetary Costs∙Time Costs∙Energy and Psychic Costs(Easy; p. 163-65; LO3; Analytic Skills)37.What types of exchange outcomes do you personally seek online?∙Connection∙Enjoyment∙Learning∙Trade(Easy; p. 165-69; LO4; Reflective Thinking Skills)38.What are the individual characteristics that differentiate internet users from nonusers andhigh users from low users?∙Demographics – Age, income, education, ethnicity, gender, and family life cycle∙Positive attitude towards technology∙Online skill and experience∙Online shoppers more goal oriented than experience oriented(Moderate; p. 163; LO3; Analytic Skills)39.From the individual consumer perspective, what two technological developments affectonline consumer behavior today?∙High speed broadband connections – Broadband users have access to more games, multimedia, video, music.∙Receiving Appliance Convergence – Internet is available on computers, PDAs, mobile phones, Interactive TV, and voice mail.(Moderate, p. 156-59; LO1; Use of Information Technology)。
网络营销第5版PPT、教师手册 Strauss_5e_12
Chapter 12 Objectives
After reading Chapter 12, you will be able to: Describe the three major functions of a distribution channel. Explain how the internet is affecting distribution channel length. Discuss trends in supply chain management and power relationships among channel players. Outline the major models used by online channel members. Highlight how companies can use distribution channel metrics.
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Wholesalers buy products from the manufacturer and resell them to retailers. Retailers buy products from manufacturers or wholesalers. Brokers facilitate transactions between buyers and sellers. Agents may represent either the buyer or seller. Manufacturers’ agents represent the seller. Purchasing agents represent the buyer.
网络营销第5版PPT、教师手册 Strauss_5e_13
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©2009 Pearson Education, Inc. Publishing as Prentice Hall
The AIDA and “think, feel, do” (hierarchy of effects) models help guide selection of online and offline MarCom tools. The models recognize that consumers first become aware of a product before they develop feelings and purchase it. Application depends on whether the product purchasing decision is high- or low- involvement. The models can help marketers select appropriate communication objectives and strategies, such as: Build brand equity. Elicit a direct response.
©2009 Pearson Education, Inc. Publishing as Prentice Hall
Chapter 13 Objectives
After reading Chapter 13, you will be able to: Define integrated marketing communication (IMC) and explain the importance of hierarchy of effects models. Discuss how marketers use the internet for advertising, marketing public relations, sales promotions, direct marketing, and personal selling. Identify several emerging IMC tools. Describe the most effective online IMC tactics.
网络营销(第五版)朱迪_斯特劳斯 考试重点整理
1.What are the four costs that constitute a consumer’s resources for exchange?The four costs are money, time, energy, and psychic costs.2.e-marking VS e-businessE-business is the continuous optimization of a firm’s business activities through digital technology. E-marketing is the use of information technology in the processes of creating, communicating, and delivering value to customers, and for managing customer relationships in ways that benefit the organization and its stakeholders. E-business is the continuous optimization of a firm’s business activities through digital or information technology. E-business involves attracting and retaining the right customers and business partners. It permeates business processes, such as product buying and selling. It includes digital communication, e-commerce, and online research, and it is used by every business discipline. E-marketing is the use of information technology in the processes of creating, communicating, and delivering value to customers, and for managing customer relationships in ways that benefit the organization and its stakeholders. More simply defined, e-marketing is the result of information technology applied to traditional marketing. Another way to view it is that e-marketing is the result of information technology applied to traditional marketing.3. SegmentationMarket segmentation is the process of aggregating individuals or businesses along similar characteristics that pertain to the use, consumption, or benefits of a product or service.A market segment can be any size from one person to millions of people.4.TargetingTargeting is the process of selecting market segments that are most attractive to the firm and choosing an appropriate segment coverage strategy.5.differentiationDifferentiation is what a company does to the product.Differentiation is the process of adding a set of meaningful and valued differences to distinguish the company’s offering from competitors’ offerings6.positioningPositioning is what it does to the customer’s min dPositioning is the process of creating an image for a company and its products in the minds of a chosen user segment. A position is the resulting view of the firm or brand from the consumer perspective. The positioning rule of thumb is ―Mediocrity deserves no praise.‖ If a firm establishes no position for their brands, they have very little control over brand image.7.Price dispersionprice dispersion is variation in prices across sellers of the same item, holding fixed the item's characteristics. Price dispersion can be viewed as a measure of trading frictions (or, tautologically, as a violation of the law of one price).Price dispersion measures include the range of prices, the percentage difference of highest and lowest price, the standard deviation of the price distribution, the variance of the price distribution, and the coefficient of variation of the price distribution.8.Dynamic pricingDynamic pricing means varying prices for individual customers9. A Seven-Step E-Marketing PlanStep 1 – Situation AnalysisThe situation analysis is also known as the SWOT (strengths, weaknesses, opportunities, and threats) analysis which examines the internal strengths and weaknesses and the external opportunities and threats. Three key environmental factors that affect e-marketing include legal, technological, and market-related factors.Step 2 – E-Marketing Strategic PlanningStrategic planning involves determining the fit between the organization’s objectives, skills, and resources and its changing market opportunities, also known as tier 1 strategies. This includes segmentation, targeting, differentiation, and positioning.Step 3 – ObjectivesObjectives are to be task specific (what is to be accomplished), measurable (how much), time specific (by when) and realistically attainable.Step 4 – E-Marketing StrategiesE-marketing strategies involve the 4 P’s and relationship management to achieve plan objectives regarding the offer (product), value (pricing), distribution (place), and communication (promotion). These are called tier 2 strategies.The Offer: Product StrategiesThe Value: Pricing StrategiesDistribution StrategiesMarketing Communication StrategiesRelationship Management StrategiesStep 5 – Implementation PlanThis is the step in which the marketer selects the marketing mix –the 4 P’s, relationship management tactics, and other tactics to achieve the plan objectives and then devises detailed plans for implementation. Importance is placed on information gathering tactics, web site log analysis, and business intelligence.Step 6 – BudgetMarketers need to determine the returns from an investment: cost/benefit analysis, return on investment (ROI), internal rate of return (IRR), and return on marketing investment (ROMI). Revenue ForecastIntangible BenefitsCost SavingsStep 7 – Evaluation PlanOnce the e-marketing plan is implemented, its success depends on continuous evaluation which means marketers must have a tracking system in place before the electronic doors open.10.the outcomes of online exchangeExchange Outcomes – There are four basic things that people do online – connect, enjoy, learn and trade. Each is ripe with marketing opportunity.Connect – The Internet allows consumers to interact with individuals and organizations using two-way communication. E-mail, chat rooms, Internet phone calls and virtual postcardsare the most popular ways for users to connect.Create – The Internet has created an ability to connect that has surpassed all previous expectations. Sites like , , and allow users to connect in virtually any means possible.Enjoy – The Internet is a source of enjoyment for many consumers. Experts believe that the Internet will become consumer’s main source of entertainment within the next few years, overtaking the television.Learn – Consumers can access information to learn things in such categories as: news, driving directions, travel information, jobs, weather, sports, and radio broadcasts.Trade –Most consumers shop, buy or conduct other transaction-oriented activities online. Somewhere between 65% and 87% of Internet users in the U.S. have purchased products on the Web.11.how to measure attitude toward technologyBy Geographic Segments. Demographic Segments. Psychographic Segments and Behavior SegmentsMost believe that demographics are not indicative of who will purchase online. Technographics is a term used to describe consumer and business attitudes toward technology combining three specific variables: optimism or pessimism toward technology, income levels, and primary motivation for going online.Two behavioral segmentation variables commonly used by e-marketers are benefits sought (based on the benefits customers desire from the product, such as e-mail or shopping) and product usage (based on how customers behave on the Internet).12.the differentiation strategies unique to marking on the webspecific differentiation strategies that are particularly important in e-marketing initiatives: be the first to market, own a product attribute or quality in the consumer’s mind, demonstrate product leadership, utilize an impressive company history or heritage, support and demonstrate the differentiating idea, and communicate the difference.13.SWOT analysisStrengths (internal ) Weaknesses (internal) Opportunities (external) Threats (externalA SWOT analysis is used to determine the firm’s internal strengths and weaknesses as well as the external opportunities and threats.14.why build a online communitycommunity-building is an important way to forge relationships and strengthen loyalty. Firms that build community can learn about customers and products through real-time chat and bulletin board/newsgroup e-mail postings at its Web site. Analysis of these exchanges is used in the aggregate to design marketing mixes that meet user needs.15.experience brandingExperience branding occurs when a company differentiates itself by creating a unique customer experience such as superior customer service. In turn, experience branding canincrease customer loyalty and retention and produce referral business. Through experience branding, ―firms can greatly improve their ability to retain customers, target ke y customer segments and enhance network profitability16.six new-product strategy categories and provide internet exampleThe six new-product strategies are:Discontinuous innovations -- new-to-the-world products never seen before like the first Web authoring software, cell phone/PDA combination, shopping agent, and search engine.New product lines -- when firms take an existing brand name and create new products in a completely different category like when Microsoft introduced the Internet Explorer Web browser to compete against Netscape and the Windows media player against Real Player.Additions to existing product lines – occur when organizations add a new flavor, size, or other variation to a current product line. Examples include GTE’s SuperPages as an interactive line extension to its Yellow Page directories and stockbrokers such as Schwab who have opened up Internet operations.Improvements/revisions of existing products -- products are introduced as ―new and improved.‖ Examples include how Web-based e-mail systems such as Eudora or Outlook improved on client-based e-mail systems. Similarly, media players continuously adapt new standards and functionality like Winamp with the ability to play, convert, and extract music into numerous file formats.Repositions products -- current products that are either targeted to different markets or promoted for new uses. An example is when Yahoo! began as a search directory on the Web and then repositioned itself as a portal.Me-too lower-cost products -- introduced to compete with existing brands by offering a price advantage. Examples include when America Online and other ISPs were charging per hour rates for Internet access, several other providers introduced unlimited use at flat rate pricing for $19.95 per month. Also the introduction of Eudora Light, as a free e-mail reader product to build market share.17.IMC tools --------Integrated Marketing Communication (IMC)MarCom consists of both planned and unplanned messages between firms and customers, as well as those among customers. Important technologies include text and multimedia messages carried via Web pages and e-mail; databases to store information; new Web development, browsing, and e-mail software to facilitate Internet communication; and a plethora of digital receiving devices from PCs to cell phone for viewing multimedia messages.18.the factors that influence the online buying behavior1、individual characteristics2、The clues of the products3、The shopping convenience4、The safety and reliability of the online shopping5、Site factors6、cultural factor7、Corporate image and serviceChapter1E-business is the continuous optimization of a firm’s business activities through digital technology. E-commerce is the subset of e-business focused on transactions. E-marketing is the use of information technology in the processes of creating, communicating, and delivering value to customers, and for managing customer relationships in ways that benefit the organization and its stakeholders. It is the application of information technology to traditional marketing practices.Chapter2Strategy is defined as the means to achieve a goal. E-business strategy is the deployment of enterprise resources to capitalize on technologies for reaching specified objectives that ultimately improve performance and create sustainable competitive advantage. E-marketing strategy is the design of marketing strategy that capitalized on the organization’s electronic or information technology capabilities to reach specified objectives.An e-business model is a method by which the organization sustains itself in the long term using information technology, including its value proposition for partners and customers as well as its revenue streams. Firms deliver value by providing more benefits in relation to costs, as perceived by customers and partners. E-marketing improves the value proposition by increasing benefits, decreasing costs, and increasing revenues.Chapter 3The e-marketing plan is a guiding, dynamic document for e-marketing strategy formulation and implementation. The purpose is to help the firm achieve its desired results as measured by performance metrics according to the specifications of the e-business model and e-business strategy. Although some entrepreneurs use a napkin plan to informally sketch out their ideas, a venture capital e-marketing plan will help show that the e-business idea is solid and the entrepreneur has an idea of how to run it.Chapter 5Ethics is concerned with the values and practices of professionals and experts as well as the concerns and values of society. Law is also an expression of values but created for the broader goal of addressing national or even global populations. Groups of individuals with special skills or knowledge have established ethical codes over the years. Differing views exist of the role of law and self-regulation in ethical online behavior.Chapter 6Primary data is collected on the internet by over 90 percent of all companies. The steps toconduct primary research are (1) define the research problem, (2) develop a research plan, (3) collect data, (4) analyze the data, and (5) distribute results. Internet-based research may include any of the following activities conducted online: experiments, focus groups, observations, and surveys. Surveys may be conducted by e-mail invitation to a Web site. Advantages to online surveys are that they are fast and inexpensive, have broad reach, reduce errors, elicit honest responses, can be restricted to authorized participants, and are easy to tabulate. Disadvantages include poor generalizability of results due to poor sample selection, self-selection bias, inability to confirm the respondent’s authenticity, frivolous or dishonest responses, and duplicate submissions.Chapter 7The basic marketing concept of exchange refers to the act of obtaining a desired object from someone by offering something in return. Individual consumers bring their own characteristics and personal resources to the process as they seek specific outcomes from an exchange.Internet users ten to have a more positive attitude toward technology and be more adept and experienced with computer usage. Gender affects attitudes toward use of Internet technology, and age and ethnicity can also affect Internet usage. Online shoppers tend to be more goal oriented and be either convenience or price oriented. Finally, broadband connectivity means the ability to watch videos and listen to music online.The four main costs that consumers exchange for benefits are money, time, energy, and psychic costs. The Internet exchange can be facilitated by browser bookmarks, e-mail messages with hyperlinks, and automated e-mails from Web sites seeking to attract visitors. The main consumer activities online can be categorized by these general outcomes: connect, create, enjoy, learn, and trade. Each outcome represents a marketing opportunity for savvy e-marketers.Chapter 8Marketing segmentation is the process of aggregating individuals or businesses along similar characteristics that pertain to the use, consumption, or benefits of a product or service. This results in groups of customers called market segments. Targeting is the process of selecting market segments that are most attractive to the firm and choosing an appropriate segment coverage strategy.The four bases for consumer market segmentation are demographics, geographic location, psychographics, and behavior with respect to the product. Each basis is further refined into segmentation variablesUser psychographics include personality, values, lifestyle, attitudes, interests, and opinions. The Internet is an excellent way to gather people with similar interests and tasks into online communities for effective targeting. An important segmenting variable to predict online purchase behavior is attitude toward technology. Two behavioral segmentation variables commonly used by e-marketers are benefits sought (based on how customers behave on the Internet).Marketers use four coverage strategies to reach the segments: (1) mass marketing (undifferentiated targeting), (2) multisegment marketing, (3) niche marketing, and (4) micromarketing (individualized targeting). The Internet holds out tremendous promise foreffective micromarketing, in particular.Chapter 9Differentiation is what a company does to the product. Positioning is what it does to the customer’s mind. The proliferation of information, products, and services available on the Internet means companies must find ways of differentiating their products and services in order to attract customers and build long-term relationships.Chapter 10A product is a bundle of benefits that satisfies the needs of organizations or consumers and for which they are willing to exchange money or other items of value. A product can be a tangible good, a service, an idea, a person, a place, or something else. The entire product experience provides value to the customer, is defined by the customer, involves customer expectations, and applies at all price levels.Of the five general product decisions that comprise a bundle of benefits for meeting customer needs, four (attributes, branding, support services, labeling) apply to online products. Companies creating new products for online sale must decide whether to use existing brand names or create new brand names for new products; whether to cobrand; and what domain name to choose. Customer support – during and after purchases – is a critical component in the value proposition. Online labeling is the digital equivalent of product labeling and can serve many of the same purposes as offline labeling.Chapter 11Price is the amount of money charged for a product or service. More broadly, it covers the sum of all the values (such as money, time, energy, and psychic cost) that buyers exchange for the benefits of having or using a good or service. Fixed price refers to one price set for all buyers. Dynamic pricing means varying prices for individual customers. Internet technology has prompted mass customization and a return to dynamic pricing –especially negotiation and pricing for segments as small as a single buyer. This is creating huge opportunities for marketers to optimize pricing strategies, including changing them daily or more often. However, the Internet is also facilitating price transparency, the idea that both buyers and sellers can view all competitive prices for items sold online.A market is efficient when customers have equal access to information about products, prices, and distribution. Efficient markets are characterized by lower prices, high price elasticity, frequent and smaller price changes, and narrow price dispersion. The Web exhibits many characteristics of an efficient market except narrow price dispersion. Because the Internet could become a more efficient market in the future, marketers that want to maintain control over pricing should differentiate their products on bases other than price, create unique product bundles of benefits, and consider the role of customer perceptions of value when determining pricing levels.Chapter 12A distribution channel is a group of interdependent firms that work together to transfer product and information from the supplier to the consumer. The transfer may either be director through a number of intermediaries that perform certain marketing functions in the channel between suppliers and customers. By specializing, intermediaries are able to perform functions more efficiently than a supplier could.Channel intermediaries include wholesalers, retailers, brokers, and agents. The length of a distribution channel refers to the number of intermediaries between the supplier and the consumer. The shortest distribution channel has no intermediaries; the producer deals directly with customers. Indirect channels include one or more intermediaries. Disintermediation describes the process of eliminating traditional intermediaries. Eliminating intermediaries can potentially reduce costs but functions must be performed by someone. Although the Internet was expected to lead to disintermediation and lower prices, new intermediaries are emerging instead.Chapter 13Integrated marketing communication (IMC) is a cross-functional process for planning, executing, and monitoring brand communications designed to profitably acquire, retain, and grow customers. Marketers use specific MarCom tools (advertising, sales promotions, marketing public relations, direct marketing, and personal selling) to achieve their communication objectives. After implementation, they measure effectiveness, make any adjustments, and evaluate results. Marketers’ use of the Net for MarCom can be understood in light of the AIDA (awareness, interest, desire, and action) model or ―think, feel, do‖ hierarchy of effects model. These models suggest that the consumers first become aware of and learn about a new product (think), develop a positive or negative attitude about it (feel), and then move to purchasing it (do). Each online tool is more or less effective at particular levels of these models.Advertising is nonpersonal communication of information through various media, usually persuasive in nature about products and usually paid for by an identified sponsor. Display ads (rectangles, banners, buttons, pop-ups, and skyscrapers), rich media ads, e-mail advertising, sponsorships (integrating editorial content and advertising), and mobile advertising are the major vehicles for internet advertising. The least expensive type of online advertising is e-mail ads. Content sponsored advertising for mobile devices is the wireless version of display and other ads that sponsor Web content, similar to commercials that typically support broadcast television programming.Marketing public relations (MPR) includes brand-related activities and nonpaid, third-party media coverage to positively influence target markets. MPR activities using Internet technology include Web site content, blogs, online community building, and online events. Sales promotion activities include coupons, rebates, product sampling, contests, sweepstakes, and premiums. Coupons, sampling, and contests/sweepstakes are among the most widely used sales promotion activities on the Internet. Direct marketing online covers techniques such as outgoing e-mail and messaging, as well as targeted display ads and other forms of advertising and sales promotions that solicit a direct response.Outgoing e-mail is a highly efficient and customizable form of Internet direct marketing with potential for maintaining a dialogue with targeted customers. Its disadvantages include the negative image of spam (unsolicited e-mail) and the difficulty in finding appropriate e-mail lists. Internet users dislike spam and, as a result, some measures are being enacted tolimit it –such as the CanSpam Act. Marketers using outgoing e-mail should search for address lists that are guaranteed to be 100% opt-in. Opt-in techniques are pat of a strategy called permission marketing, which offers consumers incentives to willingly accept information in e-mail messages.Chapter 14Electronic media include network television, radio, cable television, the internet, fax, cellular phone, and more. It is helpful to view these media as broadcast, narrowcast, and pointcast based on their ability to reach mass audiences, smaller audiences, or even individuals, and the information they disseminate as uniquely addressable or sent to the massesDigital media include Web sites, e-mail, and the newer social media. Reputation aggregators gather searchable content from the Web and are important to marketers for advertising and communicating with users.Chapter 15Customer relationship management is used to create and maintain relationships with employees, business customers in the supply chain, lateral partners, and final consumers. CRM’s benefits include cost-effective acquisition, retention, and growth of current customers as well as word-of-mouth referrals. The three legs of CRM are sales force automation, marketing automation, and customer service. The Gartner Group model of CRM covers eight building blocks; CRM vision, CRM strategy, valued customer experience, organizational collaboration, CRM processes, CRM information, CRM technology and CRM metrics.The CRM vision must include guarding of customer privacy and building user trust. CRM strategy starts by defining what the company wants to accomplish with CRM technology. Relationship intensity ranges from awareness (the lowest intensity) to advocacy (the highest intensity). Three relationship levels mark the bonds the e-marketers build with customers. The highest level of CRM involves creating structural bonds that raise switching costs and build loyalty. E-marketers need to think about the experience of their valued customers, how customers prefer to interact with companies, and how they can forge ties through community building.C2 1.What is customer relationship management (CRM) and why do companies create strategies in this area?(客户关系管理(CRM)是什么和为什么公司创建策略在这个地区?) Customer relationship management (CRM) involves retaining and growing business andindividual customers through strategies that ensure their satisfaction with the firm and its products. CRM seeks to keep customers for the long term and to increase the number and frequency of their transactions with the firm. In the context of e-business, CRM uses digital processes and integrates customer information collected at every customer ―touch point.‖ Customers interact with firms in person at retail stores or company offices, by mail, via telephone, or over the Internet. The results of interactions at all these touch points are integrated to build a complete picture of customer characteristics, behavior, and preferences.2.What are three ways of collecting Web analytics?(收集网络分析的三种方法是什么?)Web analytics can be collected using the following methods:1. Server logs record the user’s IP (Internet Protocol) address, the browser being used, the site visited immediately before the company’s site, the time of day, and every mouse click during the site visit.2. Cookies are recorded on the user’s computer t hat assists companies in tracking repeat visitors and storing habits and/or favorites.3. Page tags can be inserted into a user’s computer to determine when items are removed from a shopping cart and can be activated based on the stored cookie files.3. What is the Balanced Scorecard and how do companies use it in e-business?(什么是平衡计分卡和企业如何在电子商务使用它吗?)The Balanced Scorecard is a system that measures many aspects of a firm’s achievements. Fifty percent of organizations worldwide have adopted the Balanced Scorecard with excellent results (―The E-Commerce Balancing Act‖ 2000). The scorecard approach links strategy to measurement by asking firms to consider their vision, critical success factors for accomplishing it, and subsequent performance metrics in four areas: Customer, internal, innovation and learning, and financial (Exhibit 2-5). It is important to remember that each firm defines the specific measures for each box—the system is very flexible.C7 1.What is an exchange?(什么是交换?)An Exchange is a basic marketing concept that refers to the act of obtaining a desired object from someone by offering something in return. When consumers purchase a product, they are exchanging money for desired goods or services. However, many other types of marketing exchanges can be made, such as when a politician asks citizens to exchange their votes for his services.2. What individual characteristics influence online behavior?(个人特征影响在线行为是什么?)Internet users tend to have a positive attitude toward technology. Those who purchase products online tend to hold the attitude that technology helps make their lives richer and easier. Online skill and experience also play an important role because those who have been online for over three years tend to be more adept than new users at finding information and products quickly. Gender also affects shopping cart abandonment with women having a more positive attitude about catalog and store shopping and men a more positive about Internet shopping in general. Local language content is also a factor with many experts thinking the Internet would be more used if it had more content in the local languages of various countries. Furthermore, online shoppers tend to be more goal oriented than experience oriented while shopping. Also online shoppers seem to be either convenience or price orientated. Finally,。
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制定网络营销计划
•餐巾纸计划 •风险资本计划
环 境
法律、道德
技术 竞争 其他因素
互联网
＄
市场
SWOT 分析
网络营销计划 —战略制定 与实施
电子商务
战
战略及
略 电子商务
模式
绩 效
网络营销规划
网络营销战略
营销组合及 CRM实施
激励员工为完成企业的目标而努力
• 网站解析：对网站用户行为的分析 • 社会参与指标
平衡计分卡
客户视角 目标 指标
平衡计分卡的四个视角
内部管理视角 学习和创新视角 财务视角 目标 指标 目标 指标 目标 指标
•平衡计分卡应用于电子商务和网络营销 •Raytheon公司电子商务经营的平衡计分卡
第3章 网络营销计划
• 学习目标
• 1、讨论网络营销计划的本质及其重要性，概 述网络营销计划制定的七个步骤
• 2、解释网络营销的目标，说明如何使用目标 战略模型
• 3、描述营销人员在创建网络营销战略的第一 阶段和第二阶段中需要完成的任务
• 4、在网络营销计划的预算环节中，能够列出 一些重要的收、支项目
网络营销计划的步骤
• 战略
法律、道德
环
技术 竞争
境
其他因素
互联网
＄
市场
SWOT 分析
关
网络营销规划
注 经
战 电子商务
营
略
战略
网络营销战略
网络营销组合 客户关系管理
战 略
与
绩 效
绩效指标
绩 效
传统营销战略和 网络营销战略
• 制定网络营销战略的4项原则
• 1、从战略层面看，网络营销战略应体现它与公司 整体的理念和经营目标是一致的
• 消费者个体 • 社区 • 企业 • 社会
网络营销的过去： Web1.0时代
• 互联网发展大事年表 • 电子商务中的“电子”将悄悄隐去 • 互联网技术对营销的意义
网络营销的现在：
Web2.0时代
• 第二代互联网对经济环境的影响的主要表现：
• 市场力量从卖方转移到了买方 • 搜索引擎变成了声誉引擎 • 市场细分和媒体细分 • 内容是网络的座上宾 • 网络联结是最关键的事情 • 在线、离线战略的进一步整合 • 营销投资资金流向了网络 • 家庭宽带用户达到57% • 细致的评价指标 • 智力资本大行其道 • 长尾理论
• 2、熟悉在作业层面、业务流程层面和公 司层面主要的电子商务模式
• 3、讨论运用绩效考核指标和平衡计分卡 衡量电子商务和网络营销绩效
战略规划
• 战略规划（strategic planning）包 括增长指标、竞争定位、经营的地域等 战略目标及其他目标等。
• 环境、战略和经营绩效
• 网络营销规划贯穿企业总体目标和经营战略
作业层面
电子邮件、 博客
绩效考核指标
• 制定绩效考核指标可从四个方面着手：
• 1、把企业的目标、战略、电子商务模式用可以量 化的指标表示出来
• 2、绩效考核指标要清晰易懂、可操作，要方便员 工了解，并依照这些指标进行决策
• 3、考核指标要可望又可即 • 4、对员工的考核一旦与绩效考核指标挂钩，就能
绩效指标
网络营销计划的七个步骤
步骤 1、形势分析 2、网络营销战略规划
3、经营目标
任务
审视企业的经营环境，进行SWOT分析 审视企业现有的营销计划，以及其他关于公司和公司品 牌的信息 审视企业的电子商务目标、战略以及绩效考核指标
判断组织与多变的市场机遇之间的一致性，完成营销机 遇分析、供求分析、细分市场分析 第一层面战略 •市场细分战略 •目标市场战略 •差异化战略 •市场定位战略 判断源自网络营销战略的一般目标
• 互联网经济的主流形式
• 电子商务；在线广告；搜索引擎广告；用户 生成内容；网络社区；个性化；网络通信； 无线网络接入；本土营销；网络聚集者；基 本信息处理。
• 认识互联网
• 内联网：intranet • 外联网：extranet
• 网络营销不仅仅是对万维网的利用 • 网络营销不仅仅是对技术的利用
网络营销
第五版
Judy Strauss Raymond Frost
第一篇 网络营销面面观
• 第1章 网络营销的过去、现在和未来 • 第2章 网络营销战略和绩效考核指标 • 第3章 网络营销计划
第1章 网络营销的过去、 现在和未来
• 学习目标
• 1、了解互联网以及信息技术给消费者、企业、营销人 员和整个社会创造的机遇和带来的挑战
对合作伙伴和客户的价值主张，也包括企业的 收益模式。
• 商务模式与企业以及企业生存环境之间的关系 的八个要素：
• 1、客户价值；
2、经营范围；
• 3、价格；
4、收益渠道；
• 5、相关活动；
6、实施；
• 7、能力；
8、持续性
电子商务模式
• 定义：企业利用信息技术求得长期生存 的一种方式，既包括对合作伙伴和客户 的价值主张，也包括企业的收益模式。
• 2、懂得网络营销与电子商务之间的区别 • 3、了解互联网的构成，懂得如何利用内联网、外联网
和互联网 • 4、了解买方对交易的控制权正在增大，这将对营销产
生影响 • 5、懂得我们不仅应该重视作为数据的信息和娱乐内容，
而且应该重视如何接收和利用这些数据 • 6、了解影响网络营销发展趋势的因素
网络营销环境
• 2、从经营层面看，网络营销战略应该反映实施后 会有哪些改进，如何量化这些改进的成果
• 3、从技术层面看，网络营销战略应该体现所使用 的新技术与现有的技术整合
• 4、从财务层面看，网络营销战略应该包含成本效 益分析，要采用标准的衡量指标
从传统商务模式到 电子商务模式
• 商务模式是求得长期生存的一种方式，既包括
• 价值和收益
• 价值=收益—成本
• 电子商务战略模式
企业实施电子商务的层次
单一网络企业
（如亚马逊公司，
商务模式的转变
MySpace网站）
（竞争优势， 单一经营
产业重组）
在线经营与离线
业
经营相结合（戴
务
公司层面
尔等零售企业）
影
响 程 度
效益提高 （维系客户）
业务流程层面
客户关系管理
效率提高 （成本降低）
网络营销的未来： Web3.0时代
• 消费者占主导地位还有待时日 • 数据接收设备的整合 • 传统媒体与社会媒体的整合 • 无线网络的发展 • 语义网：semantic Web • Web3.0的特征
第2章 网络营销战略 和绩效考核指标
• 学习目标
• 1、了解战略规划、传统营销战略、电子 商务战略、网络营销战略的重要性