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E-Business
第4章 网络营销
Learning Objectives
In this chapter, you will learn about:
 Creating an effective business presence on the
Web
 Web site usability
 Communicating effectively with customers on
the Web
 When to use product-based and customer-based
marketing strategies
 Communicating with different market segments
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Learning Objectives (cont’d.)
In this chapter, you will learn about（cont’d.）:
 Customer relationship intensity and the
customer relationship life cycle
 Using advertising on the Web
 E-mail marketing
 Technology-enabled customer relationship
management
 Creating and maintaining brands on the Web
 Search engine positioning and domain name
selection
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1 Creating an Effective Web Presence

Organization’s presence


Public image conveyed to stakeholders
Usually not important （对小企业 生存第一位）


Stakeholders


Until growth reaches significant size
利益相关体 有权益关系者
Customers, suppliers, employees, stockholders, neighbors,
general public
Effective Web presence

Critical

Even for smallest and newest Web operating firms
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Identifying Web Presence Goals

Business physical space

Focus on very specific objectives

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Not image driven
Must satisfy many business needs
Fails to convey good presence
Web business site intentionally creates
distinctive有特色的presence
Good Web site design


Provides effective image-creation features
Provides effective image-enhancing features

Serves as sales brochure小册子, product showroom, financial
report, employment
ad, customer contact point
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Identifying Web Presence Goals (cont’d.)

Making Web presence consistent with brand
image


Different firms establish different Web presence
goals
Coca Cola pages



Usually include trusted corporate image (Coke bottle)
Traditional position as a trusted classic
Pepsi pages


Usually filled with hyperlinks to activities and productrelated promotions
Upstart product favored by younger generation
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Achieving Web Presence Goals

Effective site creates attractive presence


Meets business or organization objectives
Objectives







Attract visitors to the Web site
Make site interesting
Convince visitors to follow site’s links
Create impression consistent with organization’s
desired image
Build trusting relationship with visitors
Reinforce 增强 positive image正面印象
Encourage visitors2017/5/23
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Web Site Usability

Current Web presences



Few businesses accomplish all goals
Most fail to provide visitors sufficient interactive
contact opportunities
Improve Web presence




Make site accessible to more people
Make site easier to use
Make site encourage visitors’ trust
Develop feelings of loyalty toward organization
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How the Web Is Different

Simple mid-1990s Web sites


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Web objectives achievement failure

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Conveyed basic businesses information
No market research conducted
Not understanding Web presence-building media
Web objective achievement success


Sites create organization’s presence
Sites contain standard information set

History, objectives, mission任务, product information,
financial information, two-way meaningful communication
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Meeting the Needs of Web Site Visitors

Successful Web businesses:
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
Crafting Web presence is an important
concern



Realize every visitor is a potential customer
(partner)
Know visitor characteristic variations
Visitor at site for a reason
Visitors have:

Various needs, experience, expectations,
technology
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Meeting the Needs of Web Site Visitors
(cont’d.)

Web site visitor motivations



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


Learning about company products or services
Buying products or services
Obtaining warranty, service, repair policy
information
Obtaining general company information
Obtaining financial information
Identifying people (了解公司组成人员)
Obtaining contact information
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Meeting the Needs of Web Site Visitors
(cont’d.)

Making Web sites accessible

Build interface flexibility

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
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Optional to use frames
Offer text-only version
Option to select smaller graphic images
Option to specify streaming media connection type
Option to choose among information attributes
Controversial有争议的, 引起争议的 Web site design


Animated graphics software use
Some tasks lend themselves to animated Web pages
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Meeting the Needs of Web Site Visitors
(cont’d.)

Making Web sites accessible (cont’d.)

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Offer multiple information formats
Web site constructions goals

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Offer easily accessible organization facts（企业形象）
Allow different visitor experiences
Provide meaningful, two-way 双向 communication link
Sustain支撑visitor attention and encourage return visits
Offer easily accessible information about products,
services, and their use
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Trust and Loyalty
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
Creates relationship value
Good service leads to seller trust

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Delivery, order handling, help selecting product,
after-sale support
Satisfactory service builds customer loyalty
Customer service in electronic commerce sites
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Problem

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Lack integration between call centers and Web sites
Poor e-mail responsiveness
Unlikely to recover money spent to attract customers
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Rating评价 Electronic Commerce Web Sites

Review electronic commerce Web sites



Usability, customer service, other factors
Gomez.com（向网站销售评估结果和改进意见）
 No longer publishes most scorecards评分表
BizRate.com
 Comparison shopping service
 Links to low price and good service ratings sites
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Rating Electronic Commerce Web Site
(cont’d.)

Usability testing

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Helps meet Web site goals
Avoids Web site frustration失望

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Simple site usability changes


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Customers leave site without buying anything
Include telephone contact information
Staff a call center
Learn about visitor needs by conducting focus groups
Usability testing cost

Low compared to Web site design costs
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Rating Electronic Commerce Web Site
(cont’d.)

Customer-centric Web site design

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Important part of successful electronic business
operation
Focus on meeting all site visitors’ needs
Putting customer at center of all site designs

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Follow guidelines and recommendations
Make visitors’ Web experiences more efficient, effective,
memorable
Usability

Important element of creating effective Web presence
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Connecting with Customers

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Important element of a corporate Web presence
Identify and reach out送达 to customers
Nature of Web communication
 Personal contact (prospecting)
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Mass media（大众媒体）
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Deliver messages by broadcasting
Addressable media（可定地址媒体）

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Employees individually search for, qualify, contact potential
customers
Advertising efforts directed to known addressee
Internet medium
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Occupies central space in medium choice continuum
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2 Web Marketing Strategies

Marketing mix营销组合

Element combination to achieve goals
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Marketing strategy
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Selling and promoting products and services
Marketing mix with elements defined
Four Ps of marketing
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Product
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Physical item or service sold
Brand: customers’ product perception
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Web Marketing Strategies (cont’d.)
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Four Ps of marketing (cont’d.)
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Marketing mix price element
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Promotion
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Any means to spread word about product
The issue of place (distribution)
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Amount customer pays for product
Need to have products or services available
In many different locations
Long-term problem
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Getting right products to the right places
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At the best time to sell them
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Product-Based Marketing Strategies
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Web presence must integrate with image,
brand
Product-based organization
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Managers think of physical objects sold or used
Customers think in terms of product categories
Examples
 Web office supply stores (Staples百货 )
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Previous print catalog sales (Sears西尔斯百货 )
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http://www.staples.com/
http://www.sears.com/
Both examples:
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Organized Web sites from internal viewpoint公司的角度
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Customer-Based Marketing Strategies
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Identify customer groups sharing common
characteristics
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Example: Saber Holdings
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Technique pioneered on B2B sites first
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Customized product and service offerings
Match customers’ needs
B2C sites
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Four main groups (with potential subgroups)
Adding customer-based marketing elements
Example: university Web sites（较以前有改进）

Web sites designed with links for specific stakeholders
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3 Communicating with Different
Market Segments细分市场

Communications media selection to carry message

Physical world
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Online firm
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Use building construction and floor space design
Example: Banks（高端客户 普通客户 企业 个人 等）
No physical presence
Customer contact through media and Web site
Communications media selection is critical主要的 关键的
Online firm challenge
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Customer trust with no physical presence（无经营场所）
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Trust, Complexity, and Media Choice
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The Web
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Potential customer Web communication
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Intermediate step
 Between mass media and personal contact
Offers advantages of personal contact selling
Cost savings of mass media
Mass media
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Offers lowest trust level
Costs spread over any people
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Trust, Complexity, and Media Choice
(cont’d.)
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Complexity level inherent in product and
service
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Important factor in media choice
Mass media
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Products with few characteristics, easy to understand
Expensive (deliver short messages) 言语夸张
Personal contact
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Highly complex products and services
Customers may ask questions
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Trust, Complexity, and Media Choice
(cont’d.)
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Web (middle ground)

Offers various elements

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Resistance to mass media messages
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Successful campaigns
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Deliver short, focused messages
Engage potential customer
Give customers ability to choose interaction level
Rely on passive nature of media consumption
Web use
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Capture benefits of personal contact
Avoid costs inherent 固有的 in that approach（ mass
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Market Segmentation

Divides potential customer pool into
segments
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Three categories to identify market segments
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Defined in demographic人口统计的 characteristics
terms
Geographic 地理segmentation
Demographic人口 segmentation
Psychographic 心理segmentation
Television advertisers
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Use three categories or combination
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Companies try to:

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Match advertising messages to market segments
Build sales environment for a product or service
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Corresponds to market segment trying to reach
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Market Segmentation on the Web
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Web opportunity
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Present different store environments online
Steve Madden site
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Talbots site
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（ http://www.talbots.com/online/home_page.jsp ）
More muted, conservative style
Limitations of physical retail stores
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（ http://www.stevemadden.com/ ）
http://www.lafaso.com
Target: young, fashion-conscious buyers
Floor and display space
Must convey one particular message
Web stores
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Separate virtual spaces
for different market segments
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Offering Customers a Choice on the Web
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One-to-one marketing
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Offering products, services matched to needs of a
particular customer
Dell
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Offers number of different ways to do business
Home page links for each major customer group
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Specific products, product categories links available
Dell Premier accounts
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High level of customer-based market segmentation
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4 Segmentation Using Customer Behavior

Same person
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Requires different products and services
combinations
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Behavioral segmentation
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Depending on the occasion
Creation of separate customer experiences based
on their behavior
Occasion segmentation(场合细分)

Based on things happening at a specific time or
occasion
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*Segmentation Using Customer Behavior
(cont’d.)
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Online world single Web site design
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Easier to meet needs of different behavioral modes
Elements appealing to different behavioral segments
Market research study
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Preferences toward different product, service combinations
Web site features
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How preferences affected by modes of interaction
Finding
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People want range of interaction possibilities
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Segmentation Using Customer Behavior
(cont’d.)
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Identified common behavior patterns
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Browsers
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Visitors just surfing or browsing
Web site: offer something to piques visitors’ interest
Trigger words
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Jog visitors’ memories
Remind visitors of something they want to buy on the site
Have links to site explanations, instructions
Include extra content related to product, service
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Leads to favorable impression (bookmark)
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Segmentation Using Customer Behavior
(cont’d.)

Buyers
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Ready to make a purchase right away
Offer certainty

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Shopping cart
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Nothing will get in way of purchase transaction
Part of Web site
 Keeps track of selected items for purchase
 Automates purchasing process
 Offers link back into shopping area
Goal

Get buyer to shopping cart as quickly as possible
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Segmentation Using Customer Behavior
(cont’d.)
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Shoppers
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Motivated to buy
Looking for more information before purchase
Offer comparison tools, product reviews, and features lists
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Customer Relationship Intensity and LifeCycle Segmentation
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One-to-one marketing and usage-based
segmentation value
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Good customer experiences
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Strengthen companies’ relationships with
customers
Create intense loyalty feeling toward the company,
products, services
Typical five-stage model of customer loyalty

See Figure 4-6
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First four stages
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Show increase in relationship intensity
Fifth stage (separation)
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Decline occurs
Relationship terminates
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Customer Relationship Intensity and LifeCycle Segmentation (cont’d.)
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Awareness知晓
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Exploration了解
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Customers recognize company name, product
Customers learn more about company, products
Familiarity熟悉
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Customers have completed several transactions
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Aware of returns, credits policies, and pricing flexibility
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Customer Relationship Intensity and LifeCycle Segmentation (cont’d.)

Commitment承诺
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Customer experiences considerable number of
highly satisfactory encounters

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Separation分离
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Conditions that made relationship valuable change

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Develops fierce loyalty or strong preference
Parties enter separation stage
Life-Cycle Segmentation
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Customer life cycle: (five stages)
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Analyzing how customers’ behavior changes as they move
through stages
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Acquisition获得 , Conversion转变, and
Retention维系 of Customers

Goal

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Acquisition cost

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Attract new visitors to a Web site
Total amount of money site spends (average) to
draw one visitor to site
Conversion

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Convert first-time visitor into a customer
Conversion cost

Total amount of money site spends (average) to induce
one visitor to make a purchase, sign up for a subscription,
or register
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Acquisition, Conversion, and Retention of
Customers (cont’d.)


Conversion cost may be greater than profit earned on
the average sale
Retained customers
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Return one or more times after making first
purchases
Retention costs


Costs of inducing customers to return and buy again
Importance of measuring these costs

Indicates successful advertising, promotion strategies

More precise than classifying into five loyalty stages
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Customer Acquisition, Conversion, and
Retention: The Funnel漏斗 Model
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Funnel model
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Conceptual tool

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Provides clear structure for evaluating specific strategy
elements
Very similar to customer life-cycle model

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Understand overall nature of marketing strategy
Less abstract
Better at showing effectiveness of two or more specific
strategies
Provides good analogy for the operation of marketing
strategy
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5 Advertising on the Web

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Effective advertising involves communication
Five-stage customer loyalty model: helpful in
creating messages
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Awareness stage
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Exploration了解 stage

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Advertising message should inform告知
Message should explain how product, service works
Encourage switching brands
Familiarity stage

Message should be persuasive劝诱
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Advertising on the Web (cont’d.)

Five-stage customer loyalty model (cont’d.)

Commitment stage
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Separation stage
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Reminder messages
Not targeted
Online advertising
 Always coordinate with existing advertising efforts
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*Banner Ads
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Banner ad
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Small rectangular object on Web page
Displays stationary or moving graphic
Includes hyperlink to advertiser’s Web site
Versatile多功能的
Attention-grabbing

Uses animated GIFs and rich media objects


Created using Shockwave, Java, Flash
Marketing unit (IMU) ad formats

Voluntary standard banner sizes
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*Banner Ads (cont’d.)
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Leaderboard告示牌ad

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Designed to span Web page top or bottom
Skyscraper ad

Designed to be placed on Web page side

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Advertising agencies

Create banner ads for online clients


Remains visible as user scrolls through page
Price range: $100 to more than $2000
Companies can make their own banner ads
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*Banner Ads (cont’d.)

Banner ad placement

Use a banner exchange network

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
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Find Web sites appealing to company’s market
segments

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Coordinates ad sharing
Sites run one company’s ad
Company’s site runs other exchange members’ ads
Pay sites to carry ad
Use a banner advertising network

Acts as broker between advertisers and Web sites that
carry ads
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*Banner Ads (cont’d.)

New strategies for banner ads

Banner ads were a novelty initially

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They now have decreased ability to attract attention
Solutions



Introduced animated GIFs with moving elements
Created ads displaying rich media effects (movie clips)
Added interactive effects (Java programs): respond to
user’s click with some action
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*Text Ads

Short promotional message

No graphic elements



Simple but very effective
Example: Google



Usually placed along Web page top or right side
Initially criticized for including obtrusive ads on its
pages
Now clearly labels ads (to prevent confusion)
Inline text ad

Text in stories displayed as hyperlinks
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*Other Web Ad Formats

Pop-up ad

Appears in its own window


Extremely annoying


Must click close button (small) in window of ad
Pop-behind ad
 Pop-up ad followed by command (quick)


When user opens or closes Web page
Returns focus to original browser window
Ad-blocking software
 Prevents banner ads and pop-up ads from loading
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*Other Web Ad Formats (cont’d.)

Interstitial ad

User clicks link to load page





Interstitial ad opens in its own browser window
Instead of page user intended to load
Many close automatically
Others require user to click a button
Rich media ads (active ads)

Generate graphical activity that “floats” over the
Web page itself
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Site Sponsorships

Web sites offer advertisers opportunity to
sponsor all (or parts) of their sites


Goals similar to sporting event sponsors,
television program sponsors


More subtle way to promote products, services,
brands
Tie company (product) name to an event (set of
information)
Ethical concerns raised

If sponsor is allowed to create content or weave
advertising message into site’s content
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Online Advertising Cost and Effectiveness



Web sites make favorable impression on
potential customers
Raises issue of measuring Web site effectiveness
Cost per thousand (CPM)



“M” from Roman numeral for “thousand”
Dollar amount paid for every thousand people in the
estimated audience
Measuring Web audiences (complicated复杂化 )


Web’s interactivity
Value of visitor to an advertiser

Depends on information site gathers from visitor
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Online Advertising Cost and Effectiveness
(cont’d.)

Visit


Trial尝试 visit





Occurs when visitor requests a page from Web site
First time a particular visitor loads Web site page
Repeat visits: subsequent page loads
Ad view: occurs if page contains an ad
Impression印象: each time banner ad loads
Click (click-through)

Action whereby visitor clicks banner ad to open
advertiser’s page
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Online Advertising Cost and Effectiveness
(cont’d.)

New metrics to evaluate number of desired
advertising yield outcomes

Measure number of new visitors who buy first time
after arriving at site


By way of click-through
Calculate advertising cost of acquiring one
customer on the Web

Compare to how much it costs to acquire one customer
through traditional channels
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Effectiveness of Online Advertising

Online advertising


Major problem


Remains difficult to measure
Lack of single industry standard measuring service
Solution (2004)

Set of media measurement guidelines



Used by all online advertisers
Produce comparable ad view numbers
Difficulties remain

Site visitors change Web surfing behaviors, habits
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6 E-mail Marketing

Key element

Obtain customers’ approvals许可

Before sending marketing or promotional e-mail message
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Permission Marketing

Opt-in


许可e-mail
Practice of sending e-mail messages to people
who request information


许可营销
Part of marketing strategy: permission marketing
More successful than sending general promotional
messages through mass media
Cost effective

Can cost less than one cent if company already has
customer’s e-mail address
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Combining Content and Advertising


Using articles, news stories of interest to
specific market segments
Advertisers send content by:

Using inserted hyperlinks into e-mail messages


Takes customers to advertiser’s Web site content
Induces customer to stay on the site and consider
making purchases
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Outsourcing E-Mail Processing

Number of customers who opt-in to
information-laden e-mails

Can have rapid growth


Outgrow capacity of information technology staff
Solution

Use e-mail processing service provider
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7 Technology-Enabled Customer
Relationship Management

Clickstream点击流


Information Web site gathers about visitors
Technology-enabled relationship management

Firm obtains detailed customer’s information to:




Set prices, negotiate terms, tailor promotions, add product
features, and customize its entire relationship with that
customer
Customer relationship management (CRM)
Technology-enabled customer relationship
management
Electronic customer relationship management (eCRM)
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定位
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CRM as a Source of Value in the
Marketspace

Marketspace




Track and examine Web site visitor behavior


Commerce in the information world
Value creation requires different processes
Firms use information to create new value for
customers
Use that information to provide customized, valueadded digital products and services
Early CRM effort failed

Overly complex
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CRM as a Source of Value in the
Marketspace (cont’d.)

Current CRM efforts more successful



Customer touchpoint


Less ambitious in scope
Limit data collection to key facts
Any occurrence of contact between customer and any
part of the company
Data warehouse

Large database

Contains multiple sources of information about customers,
their preferences, their behavior
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CRM as a Source of Value in the
Marketspace (cont’d.)

Data mining (analytical processing)



Technique that examines stored information
Looks for unknown, unsuspected patterns in the
data
Statistical modeling

Technique that tests CRM analysts’ theories about
relationships among elements of customer and
sales data
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8 Creating and Maintaining Brands on the
Web

Branded products

Easier to advertise and promote


Each product carries reputation of the brand name
Value of trusted major brands

Far exceeds cost of creating them

http://www.vancl.com
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Elements of Branding

Three key brand elements

Product differentiation差异


Relevance关联


Degree to which product offers utility to customer
Perceived value (key element)认知价值


Clearly distinguish product from all others
Customer perceives a value in buying product
Brands can lose their value

Environment changes
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Emotional感性 Branding vs. Rational
Branding品牌创建

Emotional appeals感性诉求

Work well if ad targets in passive mode of
information acceptance


Television, radio, billboards, print media
Difficult to convey on Web


理性
Active medium controlled by customer
Rational branding理性品牌创建

Offer to help Web users in some way


In exchange for viewing an ad
Relies on cognitive appeal of specific help offered
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Brand Leveraging延伸 Strategies

Brand leveraging


Extend dominant positions to other products and
services
Examples


Yahoo!
Amazon.com
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Brand Consolidation整合 Strategies


Market intermediary中介
Example

Della & James: online bridal registry




Created single registry connecting to several local
and national department, gift stores
Logo and branding of each participating store


Now WeddingChannel.com
http://www.weddingchannel.com/
Featured prominently on WeddingChannel.com site
Provides valuable consolidating activity for
registering couples, guests
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Costs of Branding

Transferring existing brands to the Web


1998


Top 100 electronic commerce sites each spent an
average of $8 million
March 2000


Less expensive than creating entirely new brand
Money supply began drying up
Company’s Web presence promoting


Integral part of brand development, maintenance
Company’s URL

On product packaging, mass media advertising
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Affiliate Marketing Strategies

Affiliate

One firm’s Web site (affiliate site)


Includes descriptions, reviews, ratings, other information
about a product linked to another firm’s site (offers item
for sale)
Affiliate site receives commission


关联marketing
For every visitor following link from affiliate’s site to
seller’s site
Affiliate saves expenses

Handling inventory, advertising and promoting product,
transaction processing
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Affiliate Marketing Strategies (cont’d.)

Cause公益 marketing


Affiliate marketing program benefiting charitable
organization
Visitor clicks on link (on affiliate’s Web page)


Donation made by a sponsoring company
Page loads after visitor clicks donation link

Carries advertising for sponsoring companies
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Affiliate Marketing Strategies (cont’d.)

Affiliate commissions

Pay-per-click点击收费model



Pay-per-conversion转换收费model



Affiliate earns commission
Each time site visitor clicks link, loads the seller’s page
Affiliate earns a commission
Each time site visitor converted from visitor into qualified
prospect or customer
Affiliate program broker (clearinghouse or
marketplace)

For sites that run affiliate programs, want to become
affiliates
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Viral Marketing Strategies

Viral


marketing
Relies on existing customers


病毒
Tell other people (prospective customers) about products
or service
Use individual customers to spread the word about
a company
Example: BlueMountain Arts


Electronic greeting cards
E-mail messages that include link to greeting card site
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Viral Marketing Strategies

病毒式营销定义


病毒和营销有什么关系呢？病毒式营销鼓励个体之间相
互传递营销信息，从而通过信息的曝光和影响创造指数
级增长的策略。正如病毒一样，这种策略利用快速繁殖
将信息爆炸式地传递给成千上百万人。
病毒式营销被用来指“口碑（word-of-mouth），制造
热点（creating a buzz），整合媒体（leveraging
the media），网络营销（network marketing）。”
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Viral Marketing Strategies

Hotmail.com的经典案例

病毒式营销经典的案例要算首批免费电子邮件提供
商之一hotmail.com。他们的策略很简单：
1.赠送免费电子邮件地址服务
2.在每封电子邮件下面加个标签：“从
http://www.hotmail.com/得到个人免费邮箱。”
3.等人们给自己的朋友圈同事圈发邮件的时候，就
可以撤了
4.人们看到消息
5.注册自己的免费电子邮件服务
6.把消息发给自己不断扩大的朋友圈和同事圈
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Viral Marketing Strategies

病毒式营销策略的要素






1.赠送产品或服务
2.让别人毫不费力地传播
3.轻而易举地由小做大
4.利用共同动机和行为
5.利用现有沟通网络
6.利用别人的资源
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Viral Marketing Strategies

2.让别人毫不费力地传播


承载营销信息的媒介必须易于传播和复制：电子邮件，网址，
图片，软件下载。病毒式营销在网上大行其道的原因就在于即
时通讯越来越容易，成本越来越低。简化营销信息，以便易于
传播并且不会变质。
6.利用别人的资源

病毒式营销会利用别人的资源达到目的。比如，合作联盟项目
在别人的网站上放置文本或图片。免费提供文章的作者希望把
文章放到别人的网页上去。一则新闻可能被数百家杂志选择，
并构成了成千上百个读者阅读的文章的基础。别的报纸和网页
成为你的营销信使。消耗的是别人的资源而不是你自己的。
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9 Search Engine Positioning and Domain
Names

Ways that potential customers find Web sites





Referred by friend
Referred by affiliate marketing partner
See site’s URL in print advertisement, television
Arrive unintentionally after mistyping similar URL
Use a search engine or directory Web site
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Search Engines and Web Directories

Search engine


Web site that helps people find things on the Web
Contains three major parts

Spider (crawler, robot, bot)


Index (database)


Program automatically searches Web to find potentially
interesting Web pages for people
Storage element of search engine
Search utility

Takes terms, finds matching Web page entries in index
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Search Engines and Web Directories
(cont’d.)

Web directories


Provide classified hierarchical lists of categories
Search engine ranking

Weighting of factors


Search engines uses factors to decide URLs that appear first
on searches for a particular search term
Search engine positioning (search engine
optimization, search engine placement)

Results from the combined art and science of having a
particular URL listed near the top of search engine
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Paid Search Engine Inclusion and Placement

Paid placement (sponsorship, search term
sponsorship)




Option of purchasing top listing on results pages for
a particular set of search terms
Buy banner ad space at the top of search
results pages that include certain terms
Search engine positioning: complex subject
Spending on online advertising

See Figures 4-13 and 4-14
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Paid Search Engine Inclusion and
Placement (cont’d.)

Search engine placement brokers



Google does not use placement broker


Sells services directly (Google AdWords program)
Contextual advertising (potential flaw)


Companies that aggregate inclusion and placement
rights on multiple search engines
Sell those combination packages to advertisers
Ads placed in proximity to related content
Localized advertising

Ads related to location on search results
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Web Site Naming Issues


Companies would like URLs for their Web
sites to reflect name or reputation
Troublesome domain names


Purchase more suitable domain names
Companies often buy more than one domain
name

In case user misspells URL


Redirected to intended site
Have different names or forms of names
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
Buying, selling, and leasing domain names

Recently, higher prices have prevailed in the
market for domain names
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Web Site Naming Issues (cont’d.)

URL brokers and registrars


Internet Corporation for Assigned Names and
Numbers (ICANN)



Sell, lease, auction domain names
Maintains accredited registrars list
Registrars offer domain name search tools
Domain name parking (domain name hosting)

Service permitting domain name purchaser to
maintain simple Web site

So domain name remains in use
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Summary



Create effective Web presence to deliver value
Must understand Web communication
Achieve Web marketing goals




Use principles of marketing strategy
Use the four Ps of marketing
Product-based marketing strategy
Customer-based strategy


Web enables companies to mix
Market segmentation works well on the Web
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Summary (cont’d.)

Online advertising

More intrusive since introduction


Use Web to manage customer relationships

Focused CRM efforts



Various types
More successful than earlier comprehensive attempts
Use rational branding instead of emotional
branding techniques on the Web
Critical to success


Successful search engine positioning
Domain name selection
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网络营销策划


商务的核心是营销、电子商务的核心是网络营销，
让网站赢利(赚钱)，开展网络营销是必要的。
第一步、网络营销诊断分析
1、网站定位与赢利模式分析
2、网站营销基础诊断分析
3、网站搜索引擎优化诊断分析
4、网站的人性化设计诊断分析
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网络营销策划

第二步、网站的优化和完善
定位、赢利模式、SEO、人性化等等。

第三步、网站推广方案策划：
网站推广的方案上百种，但是不同的网站、不
同的执行团队、不同的推广预算，决定着网站推
广策略的选择也是不同的？

第四步、网络营销管理
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网络营销

网络营销主要具有以下几个特征。



1、跨时空性
2、具有交互式
3、具有明显的经济性。通过互联网进行信息交换，
企业可以传递准确的信息，避免因信息错误带来交
换的损耗，能极大地降低经营成本和交易成本。通
过网络平台，企业可以非常方便地与消费者达成最
终交易，节约人力、物力，提高交易效率。
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网络营销

网络营销与传统营销的关系



1、传统营销是网络营销的基础
2、传统营销与网络营销关系密切
3、网络营销不能取代传统营销
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网络营销

网络营销对传统营销的影响

1、对传统产品策略的影响。



2、对传统定价策略的影响




（1）对标准化生产产品的影响
（2）对传统产品品牌策略的影响
在传统营销中，不同地区、不同省份同一产品的定价是有
差异的。
网络营销对传统营销在价格策略上的影响体现在从价格的
差异化到价格的一致化。
3、对传统分销渠道的影响
4、对传统促销策略的影响
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