上课用-电子商务chap--04Marketing-on-the-Web.ppt
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是利用公众的积极性和人际网络,让营销信息像病毒一样传播和扩散,营销信息被快速复制传向数以万计、数以百万计的受众,它能够像病毒一样深入人脑,快速复制,广泛传播,将信息短时间内传向更多的受众。 * 取自[韩]李在奎等编;王晔等译. 电子商务典型案例-亚洲篇. 北京:机械工业出版社,2009.9,P118。 * * Market Segmentation网上市场细分 Web sites above are well-designed and functional. However, you will notice that they are addressed to different market segments. Some is targeted towards young, fashion-conscious赶时髦 buyers. Another is rendered in a more elder buyers. * 4.3.4 Offering Customers a Choice on the Web Dell Computer has done many things well in its online business. Dell offers customers a number of different ways to do business with the company.它允许不同客户以多种方式进行交易。 Dell has links for each of the major groups of customers it has identified and also includes links to specific product categories.大量链接 * 4.4 客户行为与关系程度 4.4.1 Segmentation Using Behavior客户行为细分 4.4.2 Customer Relationship Intensity and Life-cycle Segmentation客户关系程度与生命周期细分 4.4.3 Acquisition, Conversion, and Retention of Customers客户的争取、转变和维系 * 4.4.1 Segmentation Using Behavior客户行为细分 definition: In the physical world, businesses传统企业 can sometimes create different experiences 体验for customers in response to their needs. The creation of a separate experience for customers based on their behavior is called behavioral segmentation. Customizing visitor experiences体验 to match the site usage behavior patterns of each visitor or type of visitor is called usage-based segmentation. 按照客户使用网站的行为模式来定制访问者的称为用法细分。 * Segmentation Using Behavior 类别——按照目标: Researchers have begun to identify common patterns共同点 of behavior and to categorize those behavior patterns. 第一种划分: One set of categories that marketers use today includes browsers, buyers, and shoppers.浏览者、采购者、购物者 * 浏览者 Window shoppers。如果网站设计足够吸引人,能使他们停留很长时间,并将最终转化为采购者 采购者 方便的购物体验。比如很容易查看购物车,以及找到自己喜欢的商品。对于新到的人,一开始不提示注册,可以等提交订单时,再要求注册,以免影响其购物的心情 购物者 常客。知道自己要什么,所以能否进行价格比较或者查找商品评价等,相对更加重要 一个人随时在上述三种角色之间转换 * Behavior-Based Categories 按行为分类 Simplifiers 贪图方便者 Like convenience 喜欢简单方便 Surfers 网上冲浪者 Use the Web to fin
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