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。
Case Study 案例研究
Invented discount brokerage category
First . 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
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
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
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
Marketing Strategy in the Digital Age
数字时代的营销策略
Seller Benefits of E-Commerce:
Relationship building
Reduced costs
Increased speed and efficiency
Flexibility
Global access, global reach
电子商务对买方的好处：
建立关系
降低成本
提高速度和效率
可变性
全球市场
E-Commerce Domains
E-Marketing Domains
Targeted to consumers
Initiated by businesses
B2C
Targeted to businesses
Initiated by consumers
C2C
C2B
B2B
电子商务的领域
电子商务的领域
以顾客为目标
由公司发起
B2C
以公司为目标
由消费者发起
C2C
C2B
B2B
B2C
Online consumers
Now more mainstream and diverse
Has created new targeting opportunities
Online behavior differs by age
Online consumers differ from traditional off-line consumers
They initiate and control the exchange process
Value information highly
网上消费者
现在更加多样化并逐渐成为主流
带来了新的目标市场
在线行为随年龄变化
网上消费者与传统消费者不同
他们发起并控制交换过程
高度关注信息
B2B
B2B的销售额远超过B2C
到2005年B2B的销售额有望达到430,000亿。
开启商业网
电子市场把买方和卖方聚到一起
私人交易网
把卖者与他们自己的合作伙伴联系起来
B2B sales far exceed B2C sales
B2B sales are estimated to reach $ trillion in 2005
Open trading networks
E-marketspace bringing sellers and buyers together
Private trading networks
Links sellers with their own trading partners
C2C
C2C网站帮助消费者交换商品或信息
eBay就是一个例子
拍卖网站推动了交换进程
提供了与更广泛的客户接触的机会
新闻组织/论坛
帮助消费者寻找和分享信息
C2C web sites help consumers exchange goods or information
eBay is one example
Auction sites facilitate the exchange process
Allow access to a much larger audience
Newsgroups / forums
Help consumers to find and share information
C2B
允许消费者寻找卖方、了解供货方、提出购买意图或进行购买
例：
一些网站使公司和消费者间的反馈工作变得很容易
如：
Allow consumers to search out sellers, learn about offers, initiate purchase, or dictate purchase terms
Ex:
Some sites facilitate the feedback process between customers and companies
Ex:
Conducting E-Commerce
电子商务操作
Click-Only-Competitors
E-tailers, search engines and portals, ISPs, transaction sites, enabler sites
failed for many reasons
Lack of planning and research
Over emphasis on acquisition vs. retention
Poor web site design / distribution systems
Low margins
网络竞争者
网上股票商、搜索引擎和入口、ISP、交易网站、授权网站
的失败有很多原因
缺乏计划和研究
过分关注获取和保持
网站设计/分销系统较差
低利润
Conducting E-Commerce
电子商务操作
Click-and-Mortar Companies
Channel conflict was initially a concern
E-commerce often created new customers, rather than cannibalizing existing ones
Many firms now enjoy greater success than their click-only competition
Trusted brand names, greater financial resources, larger customer base, industry knowledge, and strong supplier relationships were key advantages
兼有网上销售和传统业务的公司
最初渠道冲突是关键问题
电子商务经常带来新顾客，而不是关注原有顾客
许多公司现在比仅在网上销售的公司更加成功
值得信赖的品牌名称，更强大的财务资源，更大消费者基础，行业知识，和更强的供应关系是主要优势。
Creating web sites
创建网站
公司网站
创造亲切感和良好关系，带来兴奋感
营销网站
雇佣消费者并努力影响购买
网站设计
网站设计的7Cs
Corporate web sites
Build goodwill and relationships; generate excitement
Marketing web sites
Engage consumers and attempt to influence purchase
Web site design
7 Cs of effective web site design
Seven C’s of Web Site Design
网站设计的7Cs
Context
Content
Community
Communication
Connection
Commerce
Customization
背景
内容
社团
沟通
连接
商务
顾客化
Placing online ads and promotions
在线广告和促销
广告和促销的在线形式
Banner ads/tickers
Skyscrapers
Interstitials
Browser ads
Content sponsorships
Microsites
Viral marketing
在线广告的未来
Online forms of ads and promotions
Banner ads/tickers
Skyscrapers
Interstitials
Browser ads
Content sponsorships
Microsites
Viral marketing
Future of online ads
Creating or using web communities
创建或使用网上社区
网上社区使有特定兴趣的成员可以交换观点
社会社区
基于工作的社区
营销者发现定义良好的人群和有共同兴趣在营销中很有用
Web communities allow members with special interests to exchange views
Social communities
Work-related communities
Marketers find well-defined demographics and shared interests useful when marketing
Using E-mail and webcasting
使用电子邮件和网络广播
电子邮件营销
B2B和B2C营销的主要工具
混乱是一个问题
电子邮件丰富的形式可以解决混乱问题
网络广播
向接受方的个人电脑进行顾客化的自动下载
E-mail marketing
Key tool for B2B and B2C marketing
Clutter is a problem
Enriched forms of e-mail attempt to break through clutter
Webcasting
Auto downloading of customized content to recipients’ PCs
Promise and Challenges of E-Commerce
电子商务的机遇和挑战
The Promise of E-Commerce
The future of B2B E-commerce is bright
A few click-only companies may succeed
Most companies will integrate online marketing into the marketing mix
电子商务的机遇
B2B电子商务的前景光明
一些电子商务公司可以会成功
许多公司将把在线营销加入到营销组合中
Promise and Challenges of E-Commerce
电子商务的机遇和挑战
Challenges: The Web’s Darker Side
Few B2C companies are profitable
Limited exposure, skewed demographics
Navigating the web is often problematic
Challenge: Legal and Ethical Issues
Online privacy and security concerns
Internet fraud, the digital divide, access by vulnerable or unauthorized groups
挑战：网络的阴暗面
B2C公司中获利的很少
产品有限，人口分配不均
浏览网站时经常会遇到问题
挑战：法律和伦理问题
在线隐私和安全问题
网络欺诈、数字划分、易受攻击的和未经许可的群体的接入
