Chapter 34 Chapter 32 Internet marketing, the mainstream marketing method in the future

Internet marketing is not simply e-commerce, but a broader concept, and e-commerce is only a part of it.Marketing covers the entire process from product production to sales, and network marketing is to organically combine all of these through the Internet.Internet marketing is a model centered on customer needs, while e-commerce is a marketing model centered on products. With the rapid development of science and technology, the world economy has entered the network age.Doing business on the Internet and selling products and services all over the world has become the main marketing method of some multinational companies.

The essence of network marketing is based on computer Internet technology, through direct contact with customers on the Internet, to customers Marketing campaigns to provide better products and services. General Motors has invested heavily in manpower and capital to build its own website.General Motors site is an organic combination of technology, art and marketing strategy.It uses a permeable way of expression to successfully resolve various information such as the company's market positioning, brand establishment, service commitment, product advantages, and competitiveness on various pages, and has a strong commercial appeal.

The website of General Motors is divided into product introduction, enterprise introduction and car shopping guide.Not only the general introduction of General Motors, but also the evaluation of dealers.Through the website of General Motors, customers can not only learn about the company's development, origin, history, and product characteristics, but also compare the performance and price of General Motors' products with other products, the quotations of various products, and the sales and service of General Motors. Commitments made to society and customers in the process, etc. The General Motors website not only provides customers with enterprise, product or service information, it is important to provide customers with decision-making information or services when shopping.The website provides fast ordering, tracking, and valuation functions to help customers determine, select and purchase the most effective shopping plan that suits their needs.It can be said that General Motors has established a cross-industry network supermarket.In this supermarket, merchants can place orders, store and transport products, track products, view product catalogs, and provide auction services.

Online car shopping guide is the constant theme of the site.With the product navigator on the upper part of the page, customers can conveniently browse and switch between various columns, and quickly find various services and products of GM.There are independent website catalogs for various brands of GM products. Customers can not only check the catalogs of car dealers, retailers and various car manufacturing branches all over the world, but also check the history and news of GM. And car job hunting and other information.Customers can enter the vehicle model and zip code to find the quotations provided by major dealers in the area, including selling price, insurance premium, advance payment and other information, so that customers can choose the optimal purchase strategy.

General Motors' website also provides a place for many people who love cars to learn from each other and discuss car topics.So far, the website has become a center for many car enthusiasts in the world to talk about and learn about cars, which is equivalent to a small online club.The formation of this club-like center has attracted the eyes and attention of many consumers, and attracted many netizens to discuss and communicate on the website of General Motors.General Motors uses the website to understand public interest, understand market consumption trends and guide the focus of market consumption and attention, and provide information for developing new products and formulating powerful marketing strategies.

At present, more and more offline products have also begun to develop online marketing.Marketing experts believe that products suitable for sale on the Internet are usually: high-tech or computer-related products; products whose target market is Internet users; products with a wide geographical range of market demand; special products that are difficult to sell in stores ; Consumers can make purchase decisions based on network information. At the same time, we should also realize that network marketing can bring us the following benefits: across time and space Because the Internet can exchange information beyond time constraints and space constraints, it is possible for companies and customers to reach transactions without time and space constraints. Sex Marketing Services.

multimedia The Internet is designed to transmit information of various media, such as text, sound, image and other information, so that the information exchange for the conclusion of a transaction can exist and be exchanged in various forms, which can give full play to the creativity and initiative of marketers. innovative way Customers can control the purchase process by themselves while purchasing.Internet marketing is a one-to-one rational, consumer-oriented, non-compulsive, step-by-step marketing process.Customers can know the latest prices of products at home, choose various products, make purchase decisions, decide the transportation method by themselves, and place orders by themselves, so as to obtain the greatest consumption satisfaction.

integration Marketing on the Internet can be done in one go from product information to payment collection and after-sales service. It is a whole-process marketing channel.On the other hand, enterprises can use the Internet to carry out unified design, planning and coordinated implementation of different communication and marketing activities, to convey information to consumers with unified communication information, and to avoid the negative impact of inconsistency caused by different communication. benefit After the use of network marketing, enterprises only need to enter product information into the computer system and go online, allowing customers to inquire by themselves, without having to set up a special person to send data, and electronic versions of product catalogs, manuals, etc. do not need to be printed, packaged, stored and processed. Transportation can greatly save marketing costs.

Quick-acting The use of network marketing speeds up the marketing process, and the electronic version of product catalogs and manuals can be updated at any time.For intellectual products such as software, books, songs, and film and television programs, there are no customs and transportation problems. People can download them directly from the Internet and pay for them electronically. As a new business model in the information age, online marketing not only has a huge impact on the operation mode and process of enterprises, but also has a huge impact on consumers' way of thinking, working and living.

The Internet has five characteristics: interactivity, virtuality, privateness, globality and eternal development. These five characteristics of the Internet make the traditional marketing method pale by comparison, because the traditional marketing method has not been able to reconcile the above five characteristics so far.How can a business be virtual?How can something be global and private at the same time?How can the development of things be driven by themselves?It may seem difficult to understand, but the Internet achieves the above goals without much effort, while adding the distinctive feature of interactivity.

Internet marketing should be said to be an old tree with new branches. If you want to become a successful Internet marketer, you should first master the basic knowledge of the marketing process, including consumer demand research, market research, product development, pricing, distribution, advertising, public relations, sales, etc.However, in order to win this network war, one must also understand the impact of network characteristics on the traditional marketing methods of enterprises, and formulate corresponding network marketing strategies and tactics. The following table outlines several major aspects of traditional marketing methods that will be changed by Internet marketing. What changes will network marketing bring to traditional marketing Marketing ActivitiesTraditional MarketingInternet Marketing traditional marketing Advertising prepares written or audio-visual advertising copy and uses standard media tools such as television, radio, newspapers, magazines.Usually the amount of information that can appear is quite limited. Customer Service Provides in-store or telephone service 8 hours a day, 5 days a week to respond to customer telephone inquiries; provides on-site repair services. Marketing is to contact potential customers and current customers by telephone or door-to-door, and to display products with physical objects or projection equipment. Marketing research uses individual interviews, group discussions, etc. to conduct meetings, and conduct questionnaire surveys by mail or telephone. internet marketing Advertisement Prepare sufficient information, place it on the company's web page, and fund the publication of web banner advertisements on other websites. Customer service provides 7 days a week, 24 hours a day response, sending solutions by telephone, fax, and email; implementing online dialogue; and solving problems remotely through computer diagnosis. Sales hold videoconferences with potential customers and present products through computer screens. Marketing research uses newsgroups for interviews and e-mail delivery of questionnaires. Internet marketing has achieved many functions that traditional marketing cannot achieve.Of course, as a new marketing method, Internet marketing is not intended to replace traditional marketing, but to innovate and reorganize marketing methods to cater to the development of the information age.It is undeniable that Internet marketing will inevitably have an impact on the traditional marketing mix: 1.product service The products provided by the Internet mainly lie in the provision of information. In addition to fully displaying the performance, characteristics, quality and after-sales service of the products, it is more important to be able to provide one-to-one marketing services for individual needs.Enterprises should produce and supply products according to the specific or special requirements put forward by users to meet the needs of consumers to the greatest extent. 2.price Consumers can check the prices of related products in the market through the online price query function, and then rationally purchase products with reasonable prices.Therefore, the enterprise must, on the basis of careful research on the prices and competition of related products of online enterprises, reasonably estimate the image of the enterprise's products in the minds of consumers, and then determine the price of the products. 3.distribution The network connects enterprises and consumers, and integrates sales, pre-sales, after-sales services, product and customer information inquiry, which has great advantages.Enterprises should constantly improve this channel in the application process to attract more consumers. 4.promotion Online promotion is basically passive, so how to attract consumers to go online and provide commodity information with value incentives is a major challenge for enterprises. The specific impact of the Internet on marketing will be discussed in detail in the next subsection. Internet marketing expands the scope of marketing activities to the whole world and virtual network space, and extends the time of marketing activities to 24 hours a day, 365 days a year. Today's enterprises are facing unprecedented fierce competition. The market is evolving from a seller's monopoly to a buyer's monopoly. Consumers will face more complicated choices of commodities and brands. This transformation has produced many new consumption trends. The increasingly fierce market competition environment is changing the concept of consumption from one-way to interactive, and the interactive function of the Internet can just adapt to this change in the concept of consumption. place for entrepreneurs and businesses. In February 1994, the Leisure Center of the Hyatt Hotel (www.hyat.com) began to set up electronic kiosks in the lobby of some of its hotels for customers to handle electronic accommodation check-in and check-out procedures by themselves.When lodging, guests who have reserved a room will swipe their credit card through the card slot in the kiosk, and then select a smoking or non-smoking room, a room with a view or a room without a view, and so on on the touch screen.Next, the kiosk ran out a key card, along with a folded leaflet with the selected room number printed on it.When checking out, the electronic kiosk prints out a list of all expenses. In addition, kiosks are communication conduits, used to book a taxi or book an airline ticket, check the weather in another city, get a stock quote, send an e-mail, or watch a two-minute entertainment video clip. Just as television viewing channels continue to increase, so too must enterprise channels and networks.Corporate communication channels will flourish, enabling businesses to engage with consumers as well as communicate with widely distributed stakeholders.Business-to-business networks can be ready-made educational resources showing how businesses can improve their services to attract more consumers. The development of online marketing has given consumers the opportunity to return to individual consumption, and the initiative of consumption has been enhanced. At the same time, they have also pursued shopping convenience and shopping fun.With the continuous development of the Internet, great changes have taken place in consumer values, and Internet marketing has brought new reforms to consumption: First, Internet marketing is a consumer-oriented marketing method that emphasizes individualization. Internet marketing is a consumer-oriented marketing method.Consumers will have greater freedom of choice than in the past, and they can find satisfying products around the world according to their individual characteristics and needs, regardless of geographical restrictions.By entering the website or virtual store of the enterprise they are interested in, consumers can obtain more relevant information about the product, making shopping more personalized. The development of personalized consumption will prompt enterprises to reconsider their marketing strategies and take the individual needs of consumers as the starting point for providing products or services.In addition, with the advancement of computer-aided design, artificial intelligence, remote sensing and remote control technology, modern enterprises will have the ability to carry out multi-variety and small-batch production at a lower cost. This enhanced ability has laid the foundation for personalized marketing. However, in order to truly realize personalized marketing, the problem of huge promotional expenses must be solved.The emergence of network marketing just provides a feasible solution to this problem.All kinds of sales information of enterprises will exist in digital form on the network, which can be sent at a very low cost and can be modified at any time as needed, thus saving huge promotion costs.Enterprises can also provide customized products or services to consumers through the automatic service system according to the information and requirements fed back by consumers. Second, the Internet can enable enterprises to communicate with consumers and accompany consumers at all times. By widely applying the interactive function of the Internet to various fields of business, enterprises will be able to detect in which areas there are opportunities to open self-service tools to consumers, and then replace them with better services.Now that these tools are quite common, companies can create their own channels, networks and programs to achieve dialogue with consumers, or "narrowcasting" (narrowcasting) to employees and consumers. Third, the Internet makes it easy for customers to get in touch with businesses and respond quickly to customer inquiries. Customers are increasingly expecting companies to respond quickly and appropriately to their questions and complaints over the phone or email. In 1997, America Online's image among consumers took a hit when its subscribers were unable to connect to the Internet or get help from intermediaries.The computer and software makers do a decent job of selling their products, but seem to be lackluster when it comes to answering the niggling questions of customers who buy their high-tech gadgets. Setting up email on a web page is counterproductive if a company isn't planning to respond quickly to customer inquiries.Volvo Cars' US headquarters was one of the first to offer an e-mail window on a web page.However, it occasionally gets messages like: "Great site, but the sunroof on my Volvo 850 is leaking." Since Volvo Cars is not staffed enough to respond to issues like this, it has decided to discontinue the email Features. Network marketing requires enterprises to establish corresponding new business concepts and management methods, making it a new must-have weapon for business operations. There is a common misconception among enterprises now: Once a company has built a website, then the company is global.The website must be fully integrated in the overall strategy of the enterprise. There is a common misconception among enterprises now: Once a company has built a website, then the company is global.Of course, its website can be accessed from anywhere in the world, but just having a domain name does not make a business appear more global than having a phone number, instructions, fax machine, physical address, or even an office in another country—it just means The business can be found online.If the strategy is not global, then the globalization of the website is out of the question. Just hosting a domain name is not enough to attract or retain online visitors and potential customers from all over the world.The key to globalizing a company is to promote its business model and brand to the global market and how to communicate with it. "Ebay" (eBay) is currently the most successful and influential online auction store in the world.It was founded in 1995 by Pierre Omidyar, a young man from California, USA. It is one of the most popular websites on the Internet, with tens of millions of visits every week and users all over the world. The goods traded on eBay range from antiques and stamps to gems and jewelry, from toys and books to computers and electrical appliances. Hundreds of kinds and tens of millions of items are listed in eBay's online catalog, and the annual transaction is billions of dollars, which is no less than that of any super large department store. eBay's transaction practices are uncomplicated.People first register as its members online, enter their name, address, phone number and e-mail address, and then they can be sellers or buyers.As a buyer, you don’t need to pay any fees to eBay, and as a seller, you need to pay a small amount of item online handling fee. If the goods are sold, you need to pay a transaction commission equivalent to 1.25-5% of the transaction amount, and the settlement will be made within 4 weeks.To facilitate transactions, sellers can open their own settlement accounts on eBay.The seller enters the name and reserve price of the second-hand goods that he no longer needs into the eBay webpage through the Internet, makes some promotional introductions and even attaches pictures, and bids for people to buy within a certain period of time. Payment and delivery shall be made according to the method agreed by both parties. It is very important to establish a global network brand, and the form of the Internet makes the traditional brand model more efficient in building.But judging from the current status quo, there must be some auxiliary measures.So, what links need to be focused on to create a global network brand? The first is management.The executive team must have a clear understanding of the market and what the business plans to achieve.If they hope to get business, cooperation or even agency, they must have a proposal about brand and enterprise.Companies with unclear goals cannot achieve brand globalization. Second, there must be corresponding supporting measures.It's one thing to order a pair of shoes online, and quite another to deal with BMW, Sony, or General Motors, which require real solutions and plans for how to market them. Again, the management of customers and brands is the most important, and technology should be in a secondary position.We live in an interconnected world and need more interdependence and interconnection - all of which are efficient and should be minimized.Some experts believe that "customers are not only asking, they are asking for much more than in the past." In addition, due to the extensiveness of the market, final customers pay attention to the image of the brand, while partners, suppliers, and online customers pay more attention to the management of the brand—both the people in the team and how the brand is built.It is easier for companies with strong foundation and strength to create their own global online brands, as long as they manage their brands well and put them online in a trustworthy way, and they also have the most experienced and mature brands. management team.However, for some enterprises that do not meet the above conditions, it is necessary to balance the friction between tradition and new opportunities provided by the Internet, and effectively integrate image and management into one.This result must be targeted and focused on planning during specific implementation. Marketers must start from the fundamentals, rethink the marketing process, reinterpret the 4Ps, and involve customers in designing the products in their minds. The market determines the marketing strategy, and the market under the great influence of the Internet will inevitably require the renewal of the marketing strategy.Enterprises must take the market as their life, and adjust and update their marketing strategies from the most basic 4P combination of marketing factors. The products provided by the Internet mainly lie in the provision of information. In addition to fully displaying the performance, characteristics, quality and after-sales service of the products, it is more important to be able to provide one-to-one marketing services for individual needs. Enterprises should produce and supply products according to the specific or special requirements put forward by users to meet the needs of consumers to the greatest extent. An online bookstore in the United States has uploaded chapters of forthcoming books in various languages ​​on the Internet for readers around the world.The sample book contains information about the author and other related materials. It is unique in that it can translate the materials into the visitor's local language to meet its localization needs. The driving force for this customization approach is the end consumer, rather than the conventional interest of foreign distributors.At the same time, the Internet's new communication capabilities have accelerated this trend.Therefore, how to meet various personalized needs more effectively is a major challenge facing enterprises in the Internet age. As a new type of medium, the Internet can conduct market research on a global scale.Through the Internet, manufacturers can obtain feedback information on product concepts and advertising effect tests, and can also test customers' different cognition levels, so that it is easier to track consumer behavior and preferences.Therefore, in the case of extensive use of the Internet, it is no longer a fantasy to provide different products to different consumers. The products or services provided via the Internet mainly lie in the provision of information. In addition to fully displaying the performance, characteristics, quality and customer service content of the products, it is more important to be able to meet individual needs in a humanized and customer-oriented way. Make one-to-one marketing services.Related features include: 1. Use the electronic bulletin board or email to provide online after-sales service or conduct two-way communication with consumers. 2. Provide a common discussion area between consumers and consumers, consumers and enterprises on the Internet, so as to understand consumer needs, market trends, etc., as a reference for enterprises to improve product development. 3. Provide an online automatic service system, which can automatically provide information about products and services via the Internet at an appropriate time according to customer needs. 4. Personnel from various departments of the enterprise can conduct online research and development discussions via the Internet, and publish relevant product ideas or prototypes on the Internet to trigger sufficient discussions among relevant personnel around the world. 5. Conduct surveys on consumers' opinions through the Internet, so as to understand consumers' opinions on product features, quality, packaging and styles, and assist in product development and improvement. 6. Provide product-related professional knowledge on the Internet to further serve consumers. This will not only increase the value of the product, but also enhance the corporate image. 7. Develop information products such as e-books, newspapers, e-magazines, e-databases, and video games, and provide high-quality and low-cost global services through the Internet. 8. Consumers can be used to design product requirements on the Internet and provide personalized products and services. For example, customers can choose the combination of clothing styles and colors on the Internet, and car buyers can determine the colors and accessories they need on the Internet. . Internet marketing only needs to establish a virtual shopping mall or virtual store. There is almost no limit to the number of commodities placed, and the operation mode is also flexible and diverse. The virtual shopping mall also has a promotional function. Online promotion has the characteristics of one-to-one service and consumer demand orientation. In addition to being used as corporate advertising, it is also the best channel to discover potential customers.But online promotion is basically passive, so how to attract consumers to go online and provide commodity information with value incentives is a major challenge for enterprises. Amazon Bookstore is the largest bookstore in the world by sales.It provides a catalog of 3.1 million books, which is more than 15 times more than any bookstore in the world, and all of this does not require a huge building or a large number of staff. The per capita sales of Amazon Bookstore's 1,600 employees 375,000 US dollars, more than three times higher than the world's largest Barnes & Noble book company with 27,000 employees. The secret of Amazon Bookstore's success lies in making full use of the Internet and opening up new markets through Internet marketing.In terms of sales promotion, Amazon has fully considered the characteristics of the Internet and made promotions very popular. On the ad page of the Amazon bookstore, there are the best books of the day, introductions of recent bestsellers, recommended books from book clubs, and recent books by famous authors.There is also a gift page specially set up on the website to prepare all kinds of gifts for adults and children, and to attract customers to buy the products of this store for a long time by providing coupons or exquisite small gifts to customers of all ages. In addition, Amazon Bookstore also offers discounts to customers who have purchased its products for a long time. Amazon Bookstore provides e-mails, questionnaires, etc. to obtain user feedback on its business outlets. Market information, as the basis for guiding the company's business strategy in the future, often invites users to fill out some questionnaires on the Internet, and uses some free software, gifts or certain services to encourage users to send feedback emails. The outlets of the Amazon bookstore also provide a reader forum similar to a BBS, where hot topic discussions can be carried out, some hot topics can arouse public interest, guide and stimulate the consumer market, and at the same time, set up online clubs to stabilize the existing To attract new customer groups, grasp market demand trends through analysis of public topics and interests, so as to distribute books and audio-visual products that users are interested in. The main change of the Internet to the traditional promotion method is that its timely interactive function shows the flexibility of marketing, and it eliminates the obstacles of advertising. First of all, compared with traditional media, due to the unlimited expansion of network space, advertising on the Internet can be less limited by the space and space, and the necessary information can be listed one by one as much as possible. Secondly, the rapid increase in advertising efficiency has also created convenient conditions for Internet companies.For example, some enterprises can quickly change the advertisements sent to visitors according to the purchase behavior of their registered users; some enterprises can selectively display their advertisements according to the characteristics of visitors such as hardware platform, domain name or search topics during visits.In addition to advertising, the commonly used promotion methods on the Internet are as follows: Using the function of online chat, holding consumer networking activities or online press conferences can communicate across time and space, and it is also a low-cost promotional activity. Online promotion can use incentive tools, such as conducting online competition games, providing discounts and gift coupons, giving samples, distributing lottery tickets, and conducting lottery draws, etc., to increase consumers' willingness to search and buy products online. Establishing an English version of the homepage is also an indispensable promotional activity for the internationalization of corporate products. Internet marketing can save advertising costs and reduce intermediate links in commodity circulation, thus reducing marketing costs, but differential pricing strategies show disadvantages. If the price standard of a certain product or service is not uniform or changes frequently, customers will realize this price difference through the Internet, which may lead to customer dissatisfaction.So, the Internet's advanced web browsers and servers will bring about a leveling off of variable and differentiated price levels relative to current media.This is a serious problem for companies implementing differentiated pricing strategies.The famous Amazon company once had a profound lesson in this regard. As an emerging online retailer lacking an industry background, Amazon does not have the excellent logistics capabilities of Barnes & Noble, nor does it have the large traffic flow of portals such as Yahoo. The most valuable asset of Amazon is that it owns 23 million registered users, Amazon must try to realize as much profit as possible from these registered users. Because online sales cannot increase the total market demand for products, in order to increase profits on the main products, Amazon implemented the famous differential pricing experiment in mid-September 2000.Amazon selected 68 kinds of DVD discs to conduct dynamic pricing experiments, and determined the quotation level for these 68 discs based on the demographic data of potential customers, shopping history on Amazon, online behavior and software systems used online.For example, a disc is priced at $22.74 for new customers and $26.24 for existing customers.The differentiated pricing strategy makes some customers pay higher prices than others, and Amazon also increases the gross profit margin of sales. It's a pity that the good times didn't last long. Less than a month after the differential pricing strategy was implemented, careful consumers discovered this secret.Through the communication in the online music lovers community, hundreds of DVD consumers knew about this matter. Of course, those who paid high prices complained and criticized Amazon’s practices with fierce words. buy anything. In order to recover the increasingly prominent adverse effects, Amazon’s CEO Bezos personally launched crisis public relations. He pointed out that Amazon’s price adjustments are carried out randomly, and the purpose of the price experiment is only to test consumers’ reactions to different discounts. Amazon” No matter in the past, present or future, consumers’ demographic data will not be used for dynamic pricing.” Not only that, Amazon promised to give the biggest discount to all consumers who bought these 68 DVDs during the price test period, more than 6,000 Customers who didn't get the DVD at the lowest discounted price got Amazon's refund for the difference. The emergence of the Internet itself has had a huge impact on companies that distribute distributors in different places and adopt different prices. Amazon's move is undoubtedly the result of self-indifference to the rules of the game.Some experts believe that the Internet has led to the standardization of international price levels or at least the reduction of price differences between countries. Since online transactions can fully interact and communicate, and fully grasp consumers' purchase information, price strategies should be formulated in a rational manner.Online pricing can take the following approaches: Consumers can check the prices of related products in the market through the online price query function, and then rationally purchase products with reasonable prices, that is, they can shop around.Therefore, the enterprise must, on the basis of careful research on the prices and competition of related products of online enterprises, reasonably estimate the image of the enterprise's products in the minds of consumers, and then determine the price of the products. An online membership system can be developed, and discounts are given to customers based on members' past transaction records and preferences, as well as the number of purchases, and consumers are encouraged to spend online. Establish a network bargaining system to negotiate prices directly with consumers online. Establish an automatic price adjustment system, which can automatically adjust prices according to seasonal changes, market supply and demand situation, price changes of competitive products, promotional activities, etc. Network marketing can reduce the intermediate links in product circulation, and product features are important factors that should be paid attention to when choosing network marketing distribution channels. The biggest impact of Internet marketing on traditional marketing methods is still on the channel.Only from the point of view of the sales channel level, the network marketing channel may be simplified to the single level of the network, manufacturers will be more interested in products that can be sold directly on the network, and the range of sales products will change with the development of promotional techniques. Keep widening. The key to the success of Dell's e-commerce is that it realizes a series of activities and functions of the enterprise value chain, integrating production and sales.In addition to comprehensive marketing functions and service functions, it also provides two important functions in production activities on the Internet - production design and product customization. In production activities, Dell provides a special online user computer design webpage, which is a powerful help for the company's product designers.Because different industries and different applications often require computers to have corresponding configurations, it is impossible for the company's product designers to meet all the requirements of special users.However, with this instant user-defined design on the Internet, special users can provide hardware configuration diagrams according to their needs, which greatly reduces the work tasks of designers.Dell's factory comprehensive service provides a wide range of user-defined configurations. They can install and configure FCC and UL-approved hardware devices according to customers' own hardware diagrams, and provide terminal interfaces and customer-related performance reports, as well as other value-added services , during the installation process of the customer's computer system, they can complete everything required.At the end of the process, the goods will be shipped to the customer by their ISO9002 compliant factory. Although Dell's network does not explicitly propose its sales channel strategy, it can be seen that the sales channel strategy it adopts is a form of direct sales.This is because Dell once proposed the advantages of this service when providing user-defined design: it is precisely because of this service that it reduces secondary installation and secondary handling, and reduces the intervention of middlemen, which not only greatly The cost is reduced, so that the computer can be sold very cheaply, and at the same time, the possibility of computer failure is minimized.Dell shocked the computer industry with this direct sales model of direct production and fast delivery and achieved great success. 网络将企业和消费者连在一起，给企业提供了一种全新的销售渠道。这种新渠道不仅简化了传统营销中的多种渠道的构成，而且集销售，售前、售后服务，商品与顾客资料查询于一体，因此具有很大的优势。企业在应用过程中应不断完善这种渠道，以吸引更多的消费者。 联合相关产业的公司，共同在网络上设点销售系列产品。采用这种方式可增加消费者的上网意愿和消费动机，同时也为消费者提供了较大的便利，增加了渠道吸引力。例如：计算机生产商同软件商、网络服务商等联合进行促销和销售。 在企业网站上设立虚拟店铺，通过三维多媒体设计，形成网上优良的购物环境，并可进行各种新奇的、个性化的，随一定时期、季节、促销活动、消费者类型变化而变化的店面布置以吸引更多的消费者进入虚拟商店购物。虚拟橱窗可24小时营业，服务全球顾客，并可设虚拟售货员或网上导购员回答专业性问题，这一优势是一般商店所不能比拟的。 消费者在决定购买后，可直接利用电子邮件进行线上购物，也可通过划拨电汇付款，由企业通过邮局邮寄或送货上门进行货物交割。而现在网络并不十分发达，尤其是网上付款安全性问题并没有彻底解决，这种“网上交易，网下付款”将持续一段时间。但随着网络技术的日新月异，网上交易必将会愈来愈完善。 数据库营销是一个“信息双向交流的体系”，他为每一位目标顾客提供了及时做出反馈的机会，并且这种反馈是可以测定和度量的，这可以给予顾客更加个性化的服务支持和营销设计。 现代顾客个性化需求不是一个静态的过程，而是一个双向互动的过程，这就为运用网络这一优秀的顾客服务工具奠定了基础。 网络顾客服务的过程伴随着顾客与产品接触的过程，包括售前服务、售中服务和售后服务。售前服务是利用互联网把产品的有关信息发送给目标顾客，而售中服务为顾客提供咨询、导购、订货、电子货币结算及送货等服务，对于某些可通过网络传输的信息类产品，还可以提供试听和试用；售后服务的主要内容则是为用户解决产品使用过程中的问题，排除技术故障，提供技术支持，寄发产品改进或升级信息以及获取顾客对产品和服务的反馈。互联网在这三个阶段都能发挥有效的作用。 在1998年《商业周刊》评选的“IT百强”中，美国著名的计算机生产和销售公司——戴尔公司被排在了第一位。戴尔公司取得如此惊人业绩的一个重要原因就是开展网络营销。 戴尔公司的网络不但提供了公司各种产品的详细分类和性能介绍，而且还提供了各种各样的服务和购物指南、最佳销售产品和新产品。尤其具有特色的是，该公司专门提供了一项特别服务，网络上的用户可以按自己的喜好和需要配置计算机，公司最后提供配置结果的硬件图和系统性能预测。 对于高新技术产业来说，其服务环节尤为关键。因为用户购买的不仅仅是机器本身，更重要的是其相关的服务。戴尔公司在一些服务环节上做了精心的布置，如交货准时率、首次修机成功率、24小时内维修人员到场率，等等。戴尔公司采取了一系列的措施，有用户问题解答、Windows98的升级问题说明、软件升级的通知等。广泛的服务不但能够提高其产品的内在价值，也能通过争取客户的信赖来达到畅销的目的。 另外，从1998年秋季开始，戴尔设立的高层主管与客户的在线论坛“与戴尔共进早餐”扩大到小型的商业用户。这种现场聊天的话题不仅包括“千年虫”问题、服务器市场走俏等大题目，而且还设法让一般用户有机会提出各种各样的问题，然后在戴尔的在线知识库的人工智能软件的帮助下给予自动回答。 戴尔有效利用互联网，为顾客提供深入人心的服务，收到了良好效果，也为我们在提供网络服务作出了卓越的示范。顾客服务的实质是满足顾客除产品以外的其他连带需求。因此，完善的网络顾客服务必须建立在了解顾客这些连带需求的基础之上。顾客的服务需求包括以下几个方面： 1.获取有关产品和服务的信息 互联网在市场营销的早期运用中就已实现了这一服务功能，企业可通过网络散发电子传单与广告。在一项顾客测试中，消费者按照自己认为的重要程度把产品信息、服务信息和产品订购这些网络的主要功能进行排序，结果显示消费者对于详细的产品和服务信息更感兴趣。如今的消费者已经拥有了众多的订购方式，如电话、传真、邮寄等，唯独缺乏可以随要随到的产品和服务信息。所有能够增进售前和售后沟通的方法都很受欢迎。所以，即使企业网站目前只是做到较初始的信息发布功能，也已经为顾客提供了他们以前未能享受到的服务。 2.Solve the problem 在使用某些技术性较强的产品时，顾客经常会碰到各种问题，或在使用过程中发生故障。因此，从产品安装、调试、使用到故障排除、提供产品系统更高层次的知识等都应纳入顾客服务的范围。帮助顾客解决问题常常消耗传统营销部门大量的时间、人力，而且其中的一些常见问题的解决，效果不仅低下，而且服务成本较高。为了解决此类问题，有些企业设置了免费电话，但是，当顾客拨打免费电话时，因为所有的服务代表正忙于处理其他顾客的问题，往往会听到自动应答机要求顾客耐心等待。所以，最好的方法是通过网络帮助顾客解决问题。 只要给顾客提供完善的条件，企业可以让顾客成为自己的服务员。 3.了解整个过程 除了以上三方面外，现代顾客常常还要作为整个营销过程中的一个积极主动因素去参与产品的设计、制造、改进等。这一点充分体现了现代顾客个性化服务的双向互动的特性。顾客了解的产品信息越详细，他们对自己需要什么样的产品也就越清楚。企业要实现个性化的顾客服务，应将它的主要顾客的需求，作为产品定位的依据纳入产品的设计、制造、改进的过程中。让顾客了解整个过程实际上就意味着企业和顾客之间“一对一”关系的建立，这种关系的建立为小企业挑战大企业独霸市场的格局提供了有力的保证。小企业对市场份额的不断占领是大规模市场向细分市场演变的具体表现。这种市场局面正在渐渐地形成，比如在计算机市场或软件市场中，占有最大市场份额的已不再是IBM，而是无数的小企业群体。 网络营销推广应用是一个由初级到高级、由简单到复杂的过程，从网上相互交流需求信息、发布产品广告，到网上采购或接收订单、结算支付账款，企业应用电子商务和网络营销都是从少部分到大部分，直至覆盖全部业务环节。 网络不仅改变了企业的传统营销组合，而且改变了企业交易的方式。通用电器、思科、蛋头公司为我们提供了网络交易的几种方式。 通用电器则是通过创立“交易过程网络”(Trading Process Network)，让通用电器与其他用户一起通过此系统，向其全球的供应商请求报价，与他们商议付款条件，下订单等。供应商会定期访问这一网页，以对要求报价的项目送出竞标价单。由于订单处理的成本较低，这一方式为通用电器的用户节省了10%至15%的成本。 思科系统。思科系统(Cisco Systems)所制造的产品有助于互联网发挥其功能，例如多重通信协定路由器、数字转换器、资料框交换器与网络软件等。在思科系统1997年的订单中，有13%以上来自于网络订购。它的网站www.cisco.com每个月的光顾人次超过40万。这一网站针对一般的上网浏览者、注册客户、经销伙伴与供应商，提供不同层级的入口(Access)。 举例而言，注册客户可在线完成所有与思科系统的交易，例如购买产品、查询订单状况、检查价格与下载更新的软件等。思科系统目前所处理的顾客所请求的服务，有75%以上是通过网络进行的。通过网络向思科系统订购的产品，可比用其他方式订购的产品快3天送出。思科系统宣称，该网站一年可为它省下3.6亿美元的运营成本，同时还能改善顾客与经销伙伴的满意度。此外，思科系统根据常见问题解答，编制了所谓的“知识库”(Knowledge Base)。顾客通常不必与该公司的人员接洽，即可自此“知识库”中得到问题的答案。 这种方式可省下许多通话的时间，并减少所需的电话服务人员数目。思科系统每个月所接到的电话，因此减少70%，也就是5万个之多。对于思科系统而言，每个电话的成本为200美元(其成本如此之高的原因，乃是由于它所出售的是高度复杂的产品)，因此使用这一方式公司每个月可节省1000万美元的电话费。如今该公司电话服务中心的人员数目，已由1000名降至700名。由于目前的工作比以往更具挑战性，电话服务中心的人员更加热爱他们的工作。每一个新的来电询问问题与其解决方式，都会交至技术撰写员处，以便登录于“知识库”中，此举又可进一步降低未来电话的数目。 蛋头公司的拍卖方式。蛋头公司的网站(Egghead.com)为各式各样生产过多的物品，特别是电脑硬件和软件、照相机、工具、电视等，提供一个竞标拍卖的场所。竞标采取即时(realtime)的方式进行，中标者可因此节省不少成本。 企业要实行网络营销，需要建立一个系统和四个网络：一个系统是指订货系统，四个网络分别指供货网络、生产网络、分销网络和服务网络。 订货系统。消费者在选择了商品之后，可以利用企业的网上订货系统发出订单。有很多企业在订货系统中都实行会员制，要求消费者要先注册成为会员才可以购买其商品，这样做的目的是想了解消费者的个人信息，以便分析消费者的需求特征，做好产品的改进和开发，但有很多消费者都嫌麻烦而放弃了购买，这样就失掉了很多顾客。较好的做法应该是让消费者在准备购买时填写一张订购单，在其中包含一些消费者的个人信息就可以了，一定要让消费者感觉很方便而不是很麻烦。 供货网络。企业可以通过网络与其供应商建立密切的联系，加强合作，以提高供货网络的效率。例如，波音公司为加快新产品波音777的研制与开发，通过其内部的网络CAD系统将所有的零件供应商联系在一起，波音在设计777飞机系统时，他们的零件供应商就可以按照规格协助设计和开发相应配套的零件，结果波音777飞机研制时间缩短了2年多时间，在激烈竞争的航空市场中占据了有利的竞争地位。 生产网络。网络营销中企业的生产网络最主要的特点是柔性生产，也就是说生产网络要能根据消费者的需求随时做出调整，以生产消费者需要的个性化的产品，将定制化与大规模生产联系起来。这要求企业要配备“敏捷”制造系统。 分销网络。根据企业提供的产品和服务不同，分销渠道也不一样。如果企业提供的是无形产品，企业就可以直接在网上进行销售，而需要很少或不需要分销商。如果企业提供的是有形产品，企业就需要分销商或者是第三方物流公司来进行分销或送货。 服务网络。如果企业提供的是无形服务，企业可以直接通过互联网实现服务功能。如果提供的是有形服务，需要对消费者进行现场服务，企业就应建立服务网络，或委托专业性服务公司，为各地区的消费者提供及时的服务。 电子商务和网络营销的参与者有政府、企业和消费者，相对应的常见四种营销模式是企业-企业、企业-消费者、企业-政府、消费者-消费者。 企业要引入网络营销，首先要弄清楚网络营销通过何种机制达到何种目的，然后企业可根据自己的特点及目标顾客的需求特性，选择一种合理的网络营销模型，由此模型亦可确定企业网络营销的总体目标是什么。 作为全球驰名品牌的拥有者，伊斯曼·柯达公司历史悠久，是《财富》500强中的恒星。但近年来，它在胶卷、传统相机、数码相机、冲洗药剂、复印机、CD等领域中均受到来自日本甚至中国台湾产品的挑战，500强排名也从1989年第18位一路下滑至1997年的第269位。 而柯达网站就是在这一严峻形势下启动运作的，它的使命是：介绍产品，树立形象，以成像后的增值性服务来争取客户。 柯达网站围绕照片、成像及相关技术设备，设置如下栏目： 拍照——下设“拍出好照片”、“胶卷指导”、“胶卷使用及一次性相机”、“柯达ADVANTLX系统”、“数字化相机及技术”等子栏目。 后续处理——下设“照片后续处理”、“柯达在线图片网”、“制作明信片和像卡”、“新颖有趣的图片编辑法”等子栏目。 柯达介绍——下设“关于柯达”、“出版中心”、“柯达在世界各地”、“柯达助您捕获节假日中的精彩瞬间”、“用柯达庆贺图片系统创作个人节日卡”等子栏目。 专业图像——下设“专业图像处理”、“运动图像处理”、“商业及办公图像”、“应用图像”、“医疗保健用图片”、“政府、地质勘探、宇航和科学摄影”等子栏目。 可以看出，柯达建站的目标，是要构建网上摄影百科全书、世界图片资料总汇和摄影教学中心。这使得柯达站点从一开始就大受欢迎。同时，除非具备非凡实力、雄厚根基并有悠久历史，否则任何一般的企业均无能力营造出这样的站点：它代表整个行业的全貌。 再从营销角度上看，网站重点在新型产品(影像材料和摄影器材)和大众服务两个层面，宣传其产品质量的多样性与品质的优越性。柯达网站采用了相当数量页面来介绍其产品在宇航、遥感等领域中的应用，尖端科研和生物医疗、显微、大地航拍等领域中大量采用各类柯达胶卷，是对其优异质量的最好保证。 但行业领先地位也罢，超级产品质量也罢，最后都必须落实在市场，落实在消费者身上。柯达清楚地知道这些，所以柯达的网络营销不是放在一般的宣传产品上，而是重在培养客户对其品牌、对其网址的忠诚度上，采取“别具一格”竞争策略，切实推出一些能在网上实施、对大众常规摄影作品起增值作用的服务项目。 柯达网站对于重振企业形象，培养用户忠诚度等具有至关重要的意义。当公司首次在互联网上开通3500页面的站点、每天吸引多达15万人次以上访问时，被广泛认为是商业价值营销效果最好的站点。 柯达充分发挥了互联网的强大功能，利用互联网将自己的优势展现出来，并通过出色的个性化增值服务来留住已建立关系的客户，实现了网络的互动式营销和软营销，降低了营销成本，实现了使服务增值的功能。柯达的成功为我们提供了网络营销的范例，营销专家认为，目前，企业要开展网络营销，主要的网络营销管理模型有以下几种： 第一，网络双向互动、发布的信息量大且可选择地阅读、成本低、联系方便等特点决定了它是一种优越于其他媒体的顾客服务工具。通过网络营销可以达到更好地服务于顾客的目的，从而增强与顾客的关系，建立顾客忠诚，永远留住顾客。满意而忠诚的顾客总是乐意购买企业的产品的，这样自然而然地提高了企业的销售量。 第二，通过网络为顾客提供有用信息，来刺激消费，增加顾客购买。本模型尤其适用于通过零售渠道销售的企业，它们可通过网络向顾客连续地提供有用的信息，包括新产品信息、产品的新用途等，而且可根据情况适时变化，保持网上站点的新鲜感和吸引力。这些有用的新信息能刺激顾客的消费欲望，从而增加购买。 第三，采取网上直销形式，并增加销售折扣，减少管理费用，为顾客购买提供方便来刺激顾客购买。使用网络进行销售对企业最直接的效益来源于它的直复营销功能：简化销售渠道、降低销售成本、减少管理费用。本模型适用于将网络用做直复营销工具的企业。 第四，通过网络提供各种新的娱乐，促进顾客的参与，从而达到让顾客重复购买的目的。 第五，通过网络来开展数据库营销。网络是建立强大、精确的营销数据库的理想工具。因为网络具有即时、互动的特性，所以可以对营销数据库实现动态的修改和添加。拥有一个即时追踪市场状况的营销数据库，是企业管理阶层做出动态理性决策的基础。传统营销学中一些仅停留在理论上的梦想通过建立网络营销数据库可以实现，如目标市场的精确细分、价格的及时调整等。 网络营销强调个性化的营销方式，这要求企业必须实行以消费者个体需求为出发点，以满足消费者个体需求为归宿来进行企业的营销。 网络是一个开放的互动的工具，网络营销充分利用这一工具，向消费者提供个性化的创意服务。网络营销是以消费者个体为基点的。消费者可以拥有比任何时候更大的选择自由，他们可以根据自己的个性特点和需求在全球范围内寻找满意的商品和服务，不受时间和地域的限制。因此，这便要求网络营销要以满足消费者个性化需求为归宿，每个营销决策都要以顾客为导向，用更多的创意吸引个性化的消费者的光临。 有一间很小的城镇银行，主要以本地的客户为主，业务开展比较艰难，甚至一度陷入破产的境地。他们根本没有想到过，后来发生的事情如此富有戏剧性。为挽救银行的业务，他们聘请了一家专门给金融业公司提供网络服务的专业公司——米塞公司。 米塞公司的发起人名叫约翰·本斯，曾经是电脑行业的一位先驱，他于1976年成立了自己的软件公司，并且宣称，他是最先购买微软Basic源码的用户之一。 米塞公司，是一家专门针对金融业公司提供互联网络服务的专业公司。他们一方面精通互联网络上的最新科技，同时，也了解用户本身的行业特点。这使得他们具有较高的专业化水准。 互联网的特点要求企业在进行网络营销时，必须采取与之相适宜的策略。像在传统的银行宣传上面，只会要求介绍新的产品和信息，而不会要求更多的东西。但是，要在互联网络上获得成功，进行一些具有提高客户点击率的设计往往会带来意想不到的良好效果。 米塞公司接受委托后，很快想到针对特定的用户，必须做出一些与众不同的东西来。他们在通常枯燥的企业形象的银行网站之外，加入了一个城镇部分的资料介绍，列出了本地的活动，在设计时将它们与银行的形象有机融合，用来传递一种小镇味道，让它有一种家乡城镇的风格。这个网站现在已经成为这家小银行生存的重要工具。网站的建立证明了这是一次成功的网络企划设计。另外，它也给吸引外地客户，尤其是那些通过网络理财的客户创造了契机。 米塞公司在充分了解特定用户的基础上，在金融网站上增添了乡镇情调，为顾客提供更个性化的创意服务。我们应当注意的是，个性化的网络营销的策划要特别注重创意的有效性与新奇性，但是所有的这些创意都必须与网络特色相符。网络的特色应该着重于以下几个方面： 虚拟化。如果想要将原有的商业改造成虚拟网络商业，势必经过一番大整顿与调整才有可能成功。虚拟网络商业同时还要学会收集和控制资讯，以及在虚拟网络化下现代企业管理的组织技巧和技术。受到网络顾客欢迎的不只是虚拟的商品，更重要的是这种制造虚拟产品和服务的能力。这将成为直接关系着企业成败与存亡的一个关键。 高附加值。目前发展成功的技术，更进一步允许企业去了解顾客使用互动式企业信息的情形，以了解顾客到底花了多少时间看信息，或其在信息上观看行为的情形如何。网络的互动性可使企业更容易掌握顾客的反应，并根据顾客的需求提供更多样化的产品给顾客，这样做当然会对企业的销售带来极大的促进作用。许多在互联网络上的企业信息都包括了问卷，顾客可以回答后直接从网上传回，让企业立刻了解顾客对企业商品的看法。除此以外，凭借一些互联网络上的企业信息，亦可收集顾客人口变数、心理变数或消费变数等资料。企业可及时提供满足消费者喜好的商品，也可减少未来还需另外做的营销研究，用以调查顾客对商品或信息的反应。根据顾客反应做及时动态的策略调整，在此基础上提供高附加值的产品和服务是十分重要的。 个性化。电子报纸的角度像一个资料库，有助于读者在很短的时间内得到自己所需的内容。美国几家电子报纸推出的个性化报纸，如华尔街日报的个人版Personal Journal，事先设定个人喜爱的新闻项目、题材、企业、基金种类，每天早晨一打开电脑即可读一份专为个人设计的报纸。这项服务所付出的资金投入并不大，但对消费者的心理满足却极富成效。个性化报纸将传统“一点对多点”的大众传播方式转变为的“一点对一点”的个人式传播方式。 关联化。互联网上有层出不穷的机遇，从超媒体到新闻讨论群，都是可以利用的有力工具。新的消费者与商家的互动关系将会出现，网上用户对能