creating and maintaining brands on the web 在网上创建和维护品牌.ppt

* * * * * * * * * * * * * * * * * * * 理论的原创者麦卡锡为了增强理论体系的可传播性，就搜肠刮肚地要凑出另外两个P，最后用place来概括渠道分销策略，用promotion来概括包括了广告、公关、销售促进和人员推销在内的所有沟通策略。其实渠道分销策略最合适的单词应该是distribution和channel。营销管理：需要选择目标市场，通过创造、传递和传播优质的客户价值，获得、保持和发展顾客。 彼得-德鲁克：【营销的目的】就是要使推销成为多余。目的在于，深刻的认识和了解顾客，从而使产品或服务完全适合他的需要而形成产品的自我销售。 Electronic Commerce * Site Sponsorships网站赞助商 Give advertisers a chance to promote products, services, or brands in a more subtle way Helps build brand images and develop reputation rather than generate immediate sales Electronic Commerce * E-Mail Marketing电子邮件营销 Sending one e-mail message to a customer can cost less than one cent if the company already has the customer’s e-mail address Conversion rate 转换率 The percentage of recipients who respond to an ad or promotion Opt-in e-mail 许可电子邮件 Practice of sending e-mail messages to people who request information on a particular topic Electronic Commerce * Technology-Enabled Customer Relationship Management技术使能的CRM Clickstream 点击流 Information that a Web site can gather about its visitors Technology-enabled relationship management Firm obtains detailed information about a customer’s behavior, buying patterns, etc., and uses it to set prices and negotiate terms Electronic Commerce * Electronic Commerce * Creating and Maintaining Brands on the Web在网上创建和维护品牌 Elements of branding include: Differentiation 差异化 Company must clearly distinguish its product from all others Relevance 关联性 Degree to which a product offers utility to a potential customer Perceived value 感知价值 Key element in creating a brand that has value Electronic Commerce * Electronic Commerce * Emotional Branding vs. Rational Branding感性诉求与理性诉求 Emotional appeals are difficult to convey on the Web Rational branding relies on the cognitive appeal of the specific help offered, not on a broad emotional appeal Electronic Commerce * Affiliate Marketing Strategies关联营销策略 Affiliate marketing 关联营销 One firm’s Web site includes descriptions, reviews, ratings, or other info