数字时代的营销：新顾客连接

Marketing in the Digital Age: Making New Customer

Connections

数字时代的营销：新顾客连接

Objectives 目标

•Be able to identify the major forces shaping the new digital age.•Understand how companies have responded to the Internet with

e-business strategies.•Be able to describe the four major e-commerce domains.•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

Objectives 目标

•Understand how companies use e -commerce to profitably deliver greater value to customers.•

Realize the promise and challenges that e -commerce presents for the future.

•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。

•Invented discount brokerage category •First U.S. major player to go online •Initially offered two-tiered trading system to protect profits / stop cannibalization •Later became first true click-and-mortar full-service brokerage •Now world’s largest e-commerce site •85% online trades; 21% of trade volume; Strong stock return

Charles Schwab Case Study 案例研究

Major Forces Shaping the Digital Age 形成数字时代的主要主要力量

•Digitalization and Connectivity

§The flow of digital

information requires

connectivity

v Intranets, Extranets,

and the Internet •The Internet Explosion

§Key driver of the

“new economy”•数字化和连接§数字信息的流

动需要连接

v内部网、外部

网、因特网•网络爆炸

§“新经济”的主

要动力

Major Forces Shaping the Digital Age 形成数字时代的主要主要力量

•New Types of Intermediaries

§Brick-and-mortar firms

often face

disintermediation from

click-only competitors

§The click-and-mortar

business model has

been highly successful •Customization and Customerization •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

Major Forces Shaping the Digital Age 形成数字时代的主要主要力量

•E-business:

§uses electronic means

and platforms to

conduct business.•E-commerce:

§facilitates the sale of

products and services

by electronic means.•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

Marketing Strategy in the Digital Age 数字时代的营销策略

•E-marketing:

§Includes efforts that

inform,

communicate,

promote, and sell

products and

services over the

Internet.

•E-commerce benefits both buyers and sellers •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

Marketing Strategy in the Digital Age 数字时代的营销策略

•Buyer Benefits of E-Commerce:

§Convenience

§Easy and private

§Greater product

access/selection

§Access to comparative

information

§Interactive and

immediate •电子商务的好处：：

§方便

§容易、私秘

§更多产品选择

§接触比较信息

§交互、及时