Session 05 - Marketing on the Web课件.pptVIP

* * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * 网络营销的基本职能 网络品牌 信息发布 销售渠道 顾客服务 网站推广 销售促进 网上调研 顾客关系 ………… * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * Customer Delivered Value （顾客让渡价值） Product value 产品价值 Service value 服务价值 Personnel value人员价值 Image value 形象价值 Monetary cost货币成本 Time cost 时间成 本 Energy cost 体力成本 Psychic cost 精力成本 Total Customer value 顾客总价值 Customer delivered value 顾客 让渡价值 Total Customer cost 顾客总成本 Technology-Enabled CRM Clickstream（点击流） Information that a Web site can gather about its visitors, which pages were viewed, how long each page was viewed, the sequence, and similar data Technology-enabled relationship management（技术支持的关系管理） Firm obtains detailed information about a customer’s behavior, buying patterns, etc. and uses it to set prices and negotiate terms Technology-Enabled Relationship Management and Traditional Customer Relationships 4 .7 Creating and Maintaining Brands on the Web A known and respected brand name can present to potential customers a powerful statement of quality, value, and other desirable qualities. Elements of Branding Differentiation(差异性) Company must clearly distinguish its product from all others Relevance（关联度） Degree to which product offers utility to a potential customer Perceived value（认知价值） Key element in creating a brand that has value Elements of a Brand Emotional Branding vs. Rational Branding Emotional appeals Difficult to convey on the Web Rational branding Relies on the cognitive appeal of the specific help offered, not on a broad emotional appeal Affiliate Marketing Strategies Affiliate marketing One firm’s Web site includes descriptions, reviews, ratings, or other information about a product that is linked to another firm’s site Affiliate site Obtains the benefit of the selling site’s b