1、E-MARKETING(From:E-Marketing by Judy Strauss,Adel EI-Ansary,Raymond Frost-3rd ed.1999 by PearsonEducation pp .G4-G25.)As the growth of G shows, some marketing principles never cha nge.Markets always welcome an inno vative new p roduct, eve n in a crowded field of competitors ,as long as it

2、provides customer value.Also,Googles successshows that customers trust good brands and that well-crafted market ing mix strategies can be effective in hel ping n ewcomers en ter crowded markets. Nevertheless, orga ni zati ons are scrambli ng to determ ine how they can use in formati on tech no logy

3、p rofitably and to un dersta nd what tech no logy means for their bus in ess strategies. Marketers want to know which of their time-ested concepts will be enhanced by the Internet, databases,wirelessmobile devices, and other tech no logies. The rapid growth of the Internet and subsequent bursting of

4、 the dot-com bubble has marketers wondering,What next? This article attempts to answer these questions through careful and systematic exam in ati on of successful e-mar-keti ng strategies in light of proven traditi onal marketi ng p ractices.(Sales P romotio n;E-Marketi ng； In ternet; Strategic Plan

5、ning )1. What is E-Market ingE-Marketi ng is the app licati on of a broad range of in formatio n tech no logies for: Transforming marketing strategies to create more customer value through more effective segmentation ,and positioning strategies； More efficiently planning and executing the conception

6、, distribution promotion,and pricing of goods,services,and ideas;a ndCreati ng excha nges that satisfy in dividual con sumer and orga ni zati onal customers objectives.This defi niti on sounds a lot like the defi niti on of traditi onal market ing. Ano ther way to view it is that e-market ing is the

7、 result of in formatio n tech no logy app lied to traditi onal marketi ng. E-marketi ng affects traditi onal marketi ng in two ways. First,it in creases efficie ncy in traditi onal market ing strategies.Thetra nsformatio n results in new bus in ess models that add customer value an d/or in crease co

8、mpany p rofitability.2. E nvir onmen t,Strategy,a nd P erforma nee (ES P)E-Market ing flows form the orga ni zati on s overall e-bus in ess strategies and selected bus in ess en viro nmen t,where legal,tech nological,co mp etitive,marketrelated, and other environmental, factors external to the firm

9、create both opportunities and threats. Organizations perform SWOT analyses to discover what strengths and weaknessesthey have to deploy against threats and opportunities. This SWOT an alysis leads into e-bus in ess and e-marketi ng strategy. Firms, select e-bus in ess strategies and e-bus in ess mod

10、els, and the n marketers formulate strategy and create e-market ing plans that will help the firm acco mp lish its overall goals. The final ste p is to determ ine the success of the strategies and plans by measuri ng results. P erforma nee metrics are sp ecific measures desig ned to evaluate the eff

11、ective ness and efficie ncy of the e-bus in ess and e-market ing op erati ons. this is so important in today s e-bus in ess climate that media rep orts seem to be full of refere nces to ROI and other measures of success for e-bus in ess strategies and tactics featured in the model.The esp model migh

12、t just as easily depict a brick-a nd-mortar bus in ess p rocess -by removing a few e s this underscoresthe idea that e-businessesare built on sound practices and proven processes but with important e-transformations and emarketi ng p ractices, as discussed in this book.This cha pter exam ines the en

13、 vir onmen tal factors in the ESP model, whereas Chap ter 4 and Chap ter 5 explore these imp orta nt factors in more dep th. Chap ter 2 delves into the strategy area, and Chap ter 3 discusses the e-marketi ng planning p rocess.The marketi ng en vir onment is ever cha nge, pro vidi ng plenty of oppor

14、tun ities to devel op new p roducts, new markets, and new media to com muni cate whit customers, plus new cha nn els to reach bus in ess partn ers. At the same time, the en vir onment po ses! Comp etitive, econo mic , and other threats. This secti on in troduces three key en vir onmen tal factors th

15、at affect e-market ing : legal, tech no logical, and marketrelated factors.Curre nt and pending legislati on can greatly in flue nee e-market ing strategies. Chief among these are laws concerning privacy, digital property, expression, and fraud. Privacy is difficult to legislate, yet it is criticall

16、y imp orta nt to con sumers who rout in ely yield personal in formatio n over the Intern et. One hot issue invo Ives op t-out e-mail. This occurs whe n users must un check a Web p age box to avoid being put on a few users read the Web p age carefully eno ugh to no tice the opo-out box. Digital prop

17、erty p roblems bega n in the Web s early days and continue to pu zzle firms and legislators alike. In a medium where content is freely distributed, it can be freely ripped off-not a good thing for the content authors. Spam, offensive content , and other forms of personal exp ressi on con flict whit

18、user rights and thus, from an ongoing discussi on among legislaer n eeds? Fin ally , new tech no logy brings new opportun ities for fraud. Although regulatory agencies are working hard to prevent fraud, en forceme nt is difficult in a n etworked world.Tech no logical devel opments are alteri ng the

19、comp ositi on of Internet audie nces as well as the quality of material that can be delivered to them. For example, about 20% of the U.S. Population enjoys high-bandwidth connections-primarily cable modems and DSL lines-that enable delivery of multimedia content. Some Web sites are beg inning to cre

20、ate three forms of conten t :a high- sp eed multimedia form, a sta ndard PC offeri ng, and a han dheld format for wireless devices such as cell phon es. The prolo fera-ti on of wireless devices creates a new set of design challenges as firms try to squeezecontent onto tinier scree ns. Also imp orta

21、nt are tech no logy concerns in devel oping coun tries. As com muni cati on in frastructures improve and more people use han dheld devices ,new geographic markets develop. Further ,e-marketing is evoIving through software adva nces. For in sta nee, tech no logies that target con sumers accord ing to

22、 their on li ne behavior are beco ming in creas in gly sop histicated. Incorpo rati ng these tech no logies into Web site desig n can give a firm a disti net comp etitive adva ntage.3. E-BUS in ess MarketsSergio Zyma n, formerly chief marketi ng officer of Coca-cola ,has bee n quoted as say ing, mar

23、keti ng is supp osed to sell stuff. One way in formati on tech no logy helps sell stuff if they don tide ntify approp riate markets. Exhibit 1 5 highlights three imp orta nt markets that both sell and buy to each other: bus in esses,c on sumers, and governments. Although this book focuses on the B2C

24、 markets are where most bus in ess activity occurs.The bus in ess market is huge because a higher prop orti on of firms are conn ected to the Internet tha n con sumers, esp ecially in devel oping coun tries. Much of the B2B online activity is transparent to consumers because it invoIves proprietary

25、networks that allow in formatio n and databaseshari ng .Con sider FedEx, the p ackage delivery firm. This company maintains matio n .Its customers can schedule a p ackage pi ck- up using the Web site, track the p ackage using a PC or han dheld P alm P ilot, and pay the shipping bill on li ne. Someti

26、mes the shi pping order is automatically triggered whe n a mail no tificati on of its delivery p rogress to the retailer.The Internet is a global market with opportun ities exist ing in uni mag ined locations, which is why e-marketers must understand consumers in potential geogra phic segme nts. For

27、 exa mple, with an annual average in come of US$300, Viet namese citize ns who opt to spend 28% of their salary on on li ne services do not have much purchasing power. Further, there are waiting lists for automobiles in Viet nam, so an on li ne branding camp aig n might be a waste of resources . Con

28、 versely, Icela nd and Denmark are two of the most wired coun tries in the world with over 60%Internet pen etrati on. Also, con sumers in many coun tries pay by the min ute for local phone access. This is a treme ndous deterre nt to the kind of casual surfi ng p racticed by Internet users in devel o

29、ped n ati ons. In additi on, the in frastructure in some coun tries does not support high-speed modems. Content delivered to these countries may, therefore, have to be light on ban dwidth. Chap ters 15 and 16 look at global Internet markets in more detail.Strategic PlanningAmaz on, like every other

30、marketer on and off the Web, uses strategic planning to get ready for a p rofitable and susta in able bus in ess future. Strategic planning is the man agerial p rocess of devel oping and maintaining a viable fit betwee n the orga ni zati ons objectives,Two key eleme nts of strategic planning are the

31、 prep arati on of a SWOT an alysis and the establishme nt of strategic objectives.the SWOT an alysis examines the company s internal strengths and weaknesseswith respect to the en vir onment and the comp etitio n and looks at exter nal opportun ities and threats. Opportunities may help to define a t

32、arget market or identify new product opportun ities, while threats are areas of exp osure.In a p arallel fashi on, marketi ng strategy becomes e-marketi ng strategy whe n marketers use digital tech no logy to imp leme nt the strategy.Strategice-marketi ng is the desig n of marketi ng strategy that c

33、ap italizes on the orga ni zati on s electro nic or in formatio n tech no logy cap abilities to reach sp ecified objectives. In esse nee, strategic e-marketi ng is where tech no logy strategy and market ing strategy wed to form the orga ni zati on s e-marketi ng strategy.Regardless of whether a cust

34、omer buys from the stone, the catalog, or the Web site, or whether con tact is made by phone, in person, through e-mail, or by p ostal mail, empio yees can access the compu terized database for up-to-date acco unt activity and in formatio n whe n deali ng with customers.Most strategic plans exp la i

35、n the ratio nale for the chose n objectives and strategies. This is esp ecially true for a si ngle e-bus in ess p roject tryi ng to win its share of corpo rate resources and top-man ageme nt supp ort.5.Whats NextRegardlessof the current disillusionment with e-business,many solid successes exist toda

36、y and excit ing new growth areas will soon emerge, For-T une magaz ine has iden tified seve n trends that will help bus in essesmove forward into e-marketi ng duri ng the n ext few years:In tegrati ng IT software. Twen ty-six p erce nt of companies will spend money to in tegrate all the pi eces of c

37、orpo rate tech no logy, such as linking fron t-e nd customer service software with back-e nd order fulfillme nt system.Boom in Web services. Web services will more dee ply into finding uni versal sta ndards for In ternet-related software. Microsoff s dot -net and Sun s Java are two comp eti ng archi

38、tectures, for exa mp le.Collaborati on software. This allows empio yees, advisors, con sulta nts, and other team members to work on projects while in different geographic locations. For example, ” Napster for Marketers is peer-to-peer software that one consulting firm uses to collaborate on market i

39、ng plans with ad age ncies, desig ners, and others.Deali ng with too much date. Better customer relati onship man ageme nt software is hel ping firms rein force customer loyalty by an alyz ing the moun ta in of data about p revious behavior to suggest new p roducts. For exa mple, a flight atte ndant

40、 would be able to ask if a p asse nger wants coffee with sugar in stead of the usual, What do you want to drink? ” data security. Techies are spending lots of time and money trying to protect data from hackers and viruses.Wireless is here to stay. Tech no logies such ah 802.11 and Bluetooth use shor

41、trange signals to link a variety of computing and handheld devices in homes, offices, and retail stores.growth in p ortable compu ti ng. Inexpen sive compu ter storage and small mach ines will aid people who want to work at home, in the car or train, or virtually any where. Devices such as IBMs 9-o

42、unce Meta pad hold 5 gigabytes of data and will cha nge the way people work.網(wǎng)絡(luò)營銷“接G的成長發(fā)展說明一些營銷原理從來不曾變化，對于一項創(chuàng)新產(chǎn) 品，只要它能為顧客提供價值，即使已有眾多競爭者，市場也總是樂于接受的。 Google的成功表明顧客信任的號品牌好的營銷組合戰(zhàn)略可以有效的幫助新顧客 進入紛繁復(fù)雜的市場，然而，企業(yè)組織紛紛確定如何更好的利用信息技術(shù)獲得效 益收益，確定技術(shù)對企業(yè)戰(zhàn)略而言意味著什么，市場營銷人員需要只奧因特網(wǎng)， 數(shù)據(jù)庫，無線移動設(shè)備及其他技術(shù)能提升哪些經(jīng)過長時期實踐檢驗的營銷理念

43、， 面對飛速發(fā)展的因特網(wǎng)及其后爆發(fā)的 com經(jīng)濟泡沫，市場營銷人員總會問：下來會是什么？”我們將試圖依照傳統(tǒng)營銷慣例，通過對成功的網(wǎng)絡(luò)營銷戰(zhàn)略進 行詳細而系統(tǒng)的說明。1什么是網(wǎng)絡(luò)營銷網(wǎng)絡(luò)營銷通過對信息技術(shù)的廣泛應(yīng)用， 達到以下目標(biāo)：第一，通過更為有效 的市場細分、目標(biāo)定位、差異化、渠道策略等方式，轉(zhuǎn)換營銷戰(zhàn)略，為顧客創(chuàng)造 更大價值；第二對網(wǎng)絡(luò)營銷理念、分銷策略、促銷策略、產(chǎn)品價格、服務(wù)及創(chuàng)意 等進行更為有效的規(guī)劃和實施；第三，創(chuàng)造滿足個人和組織客戶需求的交易。這個定義聽上去與傳統(tǒng)營銷的定義非常類似。從另一個方面，可以把網(wǎng)絡(luò)營 銷看做是信息技術(shù)應(yīng)用于傳統(tǒng)營銷的結(jié)果，網(wǎng)絡(luò)營銷從以下兩方面營銷傳統(tǒng)營

44、 銷：首先網(wǎng)絡(luò)營銷提高了傳統(tǒng)營銷的效率； 其次網(wǎng)絡(luò)營銷技術(shù)的應(yīng)用使得很多營 銷戰(zhàn)略發(fā)生變化。這種改變帶來了新的業(yè)務(wù)模式，使顧客價值得以提升，并能提 供公司收益。2環(huán)境、戰(zhàn)略和實施網(wǎng)絡(luò)營銷源于企業(yè)電子業(yè)務(wù)的總體戰(zhàn)略以及企業(yè)所選擇的業(yè)務(wù)模式，從企業(yè)所選擇的業(yè)務(wù)環(huán)境開始，法律、技術(shù)、競爭、市場及其他企業(yè)外部環(huán)境因素在為 企業(yè)創(chuàng)造機會的同時，也帶來了威脅。面對這些機會和威脅，企業(yè)通過SWOT分析來發(fā)現(xiàn)自己的優(yōu)勢和劣勢，并制定出電子業(yè)務(wù)和網(wǎng)絡(luò)營銷戰(zhàn)略。 公司選擇適 合自己的電子業(yè)務(wù)和模式，營銷人員對戰(zhàn)略進行闡述，并制定出網(wǎng)絡(luò)營銷計劃， 幫助公司實現(xiàn)其總體目標(biāo)，最后要通過評估結(jié)果確定戰(zhàn)略計劃是否成功， 功

45、能規(guī) 陣是對電子業(yè)務(wù)和網(wǎng)絡(luò)營銷的實施效果和效率進行評估的具體方法，站在當(dāng)前的電子業(yè)務(wù)時代，媒體報道是評價指標(biāo)似乎都是 ROI及功能矩陣模型中強調(diào)的電 子業(yè)務(wù)戰(zhàn)略戰(zhàn)術(shù)的其他成功評論方法，此時，功能矩陣尤顯重要。如果去點一些電子，ESP模型描述的就是磚塊加砂漿的業(yè)務(wù)流程。 這一點更加強調(diào)了電子業(yè)務(wù)是建立在合理的流程和豐富的實踐基礎(chǔ)之上的，但重要的是發(fā)生了電子化轉(zhuǎn)變和網(wǎng)絡(luò)營銷實踐，這將進一進行步討論。主要將對EPS模型中的環(huán)境因素進行討論說明，其中的重要因素將在技術(shù) 杠桿和道德和法律問題做進一步闡述。 下一節(jié)將深入分析戰(zhàn)略內(nèi)容，之后將討論 網(wǎng)絡(luò)營銷計劃的制定。營銷環(huán)境始終處于不斷變化的狀態(tài)，公司有大

46、量的機會通過開發(fā)新產(chǎn)新市 場、新媒介與客戶溝通，通過開拓新的渠道與商業(yè)伙伴合作。同時，環(huán)境的變化 也會形成競爭，帶來經(jīng)濟戶其他方面的壓力。下面主要將法律、環(huán)境因素等。網(wǎng)路營銷會受到現(xiàn)有法律和正在制定的法律的重大影響，其中主要涉及保密 性、數(shù)字所有權(quán)、表述形式和欺詐方面的法律，保密性方面的立法比較困難，但 這對于英特網(wǎng)傳輸個人信息的消費者又十分重要電子郵件的選擇退出功能就是 一個麻煩問題，用戶必須點擊網(wǎng)頁上的選擇退出復(fù)選框才能避免被加入該公司的 郵件列表，一些立法者認為，供公司這樣做不合法，因為很少有客戶注意閱讀時 的選擇退出，因特網(wǎng)產(chǎn)生的早期就出現(xiàn)了數(shù)字所有權(quán)問題， 現(xiàn)在這個問題仍然使 企業(yè)和

47、立法者感到困惑。在能夠自由發(fā)布的內(nèi)容的媒介上，內(nèi)容也能被自由的刪 除這對于作者來說不是一件好事。垃圾郵件攻擊性內(nèi)容以及其他違背用戶權(quán)利的 表述形式成為立法者只能跪在探討對的問題。 政府如何在此之間保持平衡，最后, 心技術(shù)的產(chǎn)生也帶來了心得欺詐機會。 雖然管理機構(gòu)一直在努力防止欺詐， 但是 難以在網(wǎng)絡(luò)世界實施。技術(shù)的發(fā)展不僅改變了網(wǎng)絡(luò)受眾的組成成分而且使傳遞到 用戶的信息質(zhì)量發(fā)生變化。例如，20%的美國人喜歡高寬帶連接，主要通過電纜 調(diào)節(jié)器和數(shù)字技術(shù) 接入因特網(wǎng)，她主要是傳遞信息媒體，一些 WEB網(wǎng)站已經(jīng) 開始介入新形式的信息內(nèi)容“高速多媒體信息，標(biāo)準(zhǔn) PC產(chǎn)品信息和用于移動電 話等無線設(shè)備的掌

48、上產(chǎn)品信息。無線設(shè)備應(yīng)用的擴大還帶來了新的設(shè)計上的挑 戰(zhàn)：公司試圖將信息內(nèi)容壓縮到微小的屏幕中， 技術(shù)的重要性與國家的發(fā)展息息 相關(guān)。網(wǎng)絡(luò)營銷是通過網(wǎng)絡(luò)技術(shù)的提高而發(fā)展的。 例如，根據(jù)在線確定目標(biāo)客戶 已變得越來越復(fù)雜，如能將這些結(jié)合到 WEB得站點中，將會給公司帶來明顯的 競爭優(yōu)勢。3電子商務(wù)市場可口可樂公司全球經(jīng)銷總監(jiān)瑟爾資奧斯曼測曾說過：營銷就是要把東西賣出去信息技術(shù)有助于銷售的一種途徑是：在交易前后，使公司與潛在客戶、客戶合作伙伴及供應(yīng)鏈成員之間的聯(lián)系更加便利，但如果營銷者沒有進行恰當(dāng)市 場定位，即使有新技術(shù)也無法幫助銷售商品。 相互間存在買賣關(guān)系的三方：企業(yè) 消費者和政府。盡管是以B2C為重點，涵蓋B2B，但大多電子商務(wù)活動將出現(xiàn)B2GC2C商場中。由于公司鏈到因特網(wǎng)的你離高于消費者， 因此，企業(yè)市場更為龐大，這一點 在發(fā)展中國家尤為明顯。由于許多現(xiàn)在交易包含明顯共享信息和數(shù)據(jù)庫轉(zhuǎn)悠網(wǎng) 絡(luò)，因此消費者是透明的。美國聯(lián)邦快遞公司擁有一個商業(yè)客戶貨運數(shù)據(jù)和賬務(wù) 的龐大信息庫。消費者可以在 WEB站點上制定包裹，利用PC等掌上電腦跟蹤 包裹，有時消費者在聯(lián)邦快遞消費購買時， 可以自動產(chǎn)生訂單，隨后公司通過郵 件通知零售商，告知貨運進展情況。因特網(wǎng)是一個全球性的市場