电子商务04网络营销new

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1、E-Business第4章网络营销上海交通大学计算机系吴晨涛wuct@cs.sjtu.edu.cnLearningObjectivesInthischapter,youwilllearnabout:CreatinganeffectivebusinesspresenceontheWebWebsiteusabilityCommunicatingeffectivelywithcustomersontheWebWhentouseproduct-basedandcustomer-basedmarketingstrategie

2、sCommunicatingwithdifferentmarketsegments2013/9/262LearningObjectives(cont’d.)Inthischapter,youwilllearnabout（cont’d.）:CustomerrelationshipintensityandthecustomerrelationshiplifecycleUsingadvertisingontheWebE-mailmarketingTechnology-enabledcustomerrelationshi

3、pmanagementCreatingandmaintainingbrandsontheWebSearchenginepositioninganddomainnameselection32013/9/2631CreatinganEffectiveWebPresenceOrganization’spresencePublicimageconveyedtostakeholdersUsuallynotimportant（对小企业生存第一位）UntilgrowthreachessignificantsizeStake

4、holders利益相关体有权益关系者Customers,suppliers,employees,stockholders,neighbors,generalpublicEffectiveWebpresenceCriticalEvenforsmallestandnewestWeboperatingfirms2013/9/264IdentifyingWebPresenceGoalsBusinessphysicalspaceFocusonveryspecificobjectivesNotimagedrivenMu

5、stsatisfymanybusinessneedsFailstoconveygoodpresenceWebbusinesssiteintentionallycreatesdistinctive有特色的presenceGoodWebsitedesignProvideseffectiveimage-creationfeaturesProvideseffectiveimage-enhancingfeaturesServesassalesbrochure小册子,productshowroom,financialrep

6、ort,employmentad,customercontactpoint2013/9/265IdentifyingWebPresenceGoals(cont’d.)MakingWebpresenceconsistentwithbrandimageDifferentfirmsestablishdifferentWebpresencegoalsCocaColapagesUsuallyincludetrustedcorporateimage(Cokebottle)Traditionalpositionasatrust

7、edclassicPepsipagesUsuallyfilledwithhyperlinkstoactivitiesandproduct-relatedpromotionsUpstartproductfavoredbyyoungergeneration2013/9/266AchievingWebPresenceGoalsEffectivesitecreatesattractivepresenceMeetsbusinessororganizationobjectivesObjectivesAttractvisi

8、torstotheWebsiteMakesiteinterestingConvincevisitorstofollowsite’slinksCreateimpressionconsistentwithorganization’sdesiredimageBuildtrustingrelations