电子商务概论课件(第三章).ppt

CHARPTER 3 MARKETING AND MANAGEMENT ONLINE
Consumer behavior online
Channel conflict
Web advertising
Main content
Presence online
Website promotion
Marketing online management
SWOT analysis
Consumer behavior online
Personal Characteristics(个人特性)
age, sex, race, education, lifestyle, psychological outlook(心理学角度的观点), knowledge, values and personality
Environment Characteristics(环境特性)
social, munity(团体), state of the economy(经济制度的状况)
Market Stimuli(市场刺激)
price, brand, promotions, advertising, product quality, and design
Vendors’ Controlled Systems(卖家约束系统)
logistics support (payments & delivery), Technical support (Web design & content, Intelligent agents, security) and Customer Service (FAQ's, E-mail, Call Centers, one-on-one)
4 factors influence the consumers’ purchase:
Five Stages of Customer Loyalty(Customer Life Cycle)
Five Stages of Customer Loyalty (Customer Life Cycle)
Awareness (知晓)
Customers recognized the name of pany or one of its products(客户知道公司或一种产品的名称)
Advertising a brand or pany name is mon way to achieve this level of relationship(品牌宣传或公司广告是取得这种关系层次的常用方法)
Exploration (了解)
Potential customers learn more about pany or its products(潜在客户会对公司及其产品情况知晓更多)
A large amount of information interchange can occur between pany and its potential customers(在这个阶段,公司和潜在客户会有大量信息交换)
Familiarity (熟悉)
Customers pleted several transactions are aware of pany’s policies
They are also likely to shop and buy petitors of mitment (承诺)
Customers develop a fierce(极其) loyalty or strong preference(偏爱) for the products or brands
And are often willing to tell others about how happy they are with their interactions(交互)
Five Stages of Customer Loyalty Customer Life Cycle)
Separation (分离)
Customers might be severely(非常) disappointed by changes in the level of service or product pany can evaluate the relationship and conclude that customers are costing too much to maintain
An important goal of any marketing strategy should be to move customers into mitment stage as rapidl