Chien luoc e-marketing

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    28-Nov-2014
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Transcript of Chien luoc e-marketing

  • 1. Marketing? Chin lc l mt cng ty kinh doanh th phi ch trng ti Marketing in t khch hng, hng ti nhu cu ca khch hng trc khi cp ti sn phm ca mnh, cho d trong thi i cng ngh thng tin hay cc thi i khc. Bi c Tun Jeff Bezos - ng kim ch tch ca mt trong nhng cng ty kinh doanh qua mng hng u th gii Amazon.com vi doanh s trung bnh 4 t USD/nm Trng phng kinh doanh tuanbd@osbholding.com 1 2V tr ca e-marketing trong TMT Marketing in t l g? Mua sm trc tuyn Outbound logistics Qu trnh lp k hoch v sn phm, gi, phn phi v xc tin i - Mua nguyn vt liu Dch v sau bn hng - u thu trc tuyn - Qun tr t hng - K kt hp ng t ng - Theo di bn hng trc tuyn vi sn phm, dch v v tng p ng nhu cu ca t chc v - Kt ni ERP vi cc - H tr khch hng trc tuyn nh cung cp qua mng - Qun tr qu trnh thc - Qun tr quan h khch hng c nhn - da trn cc phng tin in t v Internet. (Phillip - Chia s thng tin sn xut cho nh cung cp hin hp ng Kotler) Marketing in t bao gm tt c cc hot ng tho mn nhu cu v mong mun ca khch hng thng qua internet v cc phng X l Marketing & Dch v sau Sn phm v Dch v Inbound Logistics nghip v Outbound Logistics Bn hng bn hng tin in t (Ngun: Joel Reedy, Shauna Schullo, Kenneth 6 1 2 3 4 5 Zimmerman, 2000) V c bn, marketing in t c hiu l cc hot ng marketing R&D in t Sn xut in t Marketing in t - R&D trc tuyn - Sn xut theo n hng - Marketing theo i tng khch c tin hnh qua cc phng tin in t v mng vin thng. - Thit k sn phm mi - Hp tc gia nh sn xut linh kin v lp rp hng - Nghin cu th trng in t Trong , phng tin in t c th l my tnh, mobile, PDA - K hoch ho s dng cc - Qung co in t cn mng vin thng c th l internet, mng thng tin di ng ngun lc - Tng tc vi khch hng - X l giao dch trc tuyn 3 4 1
  • 2. im khc bit so vi Marketing truyn thng Qu trnh pht trin Marketing in t Tc giao dch 3 giai on pht trin: Thi gian hot ng Website thng tin; catalogue in t Phm vi hot ng Website giao dch: tin hnh cc giao dch, t ng ho a dng ho sn phm quy trnh giao dch, o lng giao dch, dch v thanh ton Tng cng quan h khch hng Website tng tc: lin kt cc website/h thng thng tin T ng ho cc giao dch ca cc nh cung cp, nh sn xut, nh phn phi,.. Phi hp cc quy trnh sn xut kinh doanh (cc hng t, my tnh,)Kt lun: e-Marketing l xu hng ca x hi 5 6Tnh nng, c im ca website ng dng vo u? Nghin cu th trng Gii thiu doanh nghip 98,3% (2006) 84,5% (2007) iu tra th trng, th hiu khch hng trc tuyn Gii thiu sn phm 62,5% (2006) 79,4% (2007) Nghin cu i th cnh tranh nh gi hnh vi khch hng Giao dch TMT (cho php t hng) 27,4% 36,7% Khch hng n t u? Quan tm n sn phm no? La chn hnh nh sn phm, gi c, iu kin giao hng,.. Thanh ton trc tuyn 3,2% (2006) 4.8% (2007) Cc yu cu c bit ho sn phm? Phn on th trng v xc nh th trng mc tiu Khch hng n t u knh marketing(iu tra ca B Thng mi 2007) nh v sn phm Xem nhiu nht, gi thp nht, mua nhiu nht, hi hng nhiu nht, Chin lc marketing hn hp Sn phm mi: phi rt ngn chu k sn phm Gi: bin i cp nht, ph hp vi tng nhm khch hng, th trng Phn phi: hu hnh, v hnh Xc tin: nhiu knh e-marketing 7 8 2
  • 3. e-Marketing trong nghin cu th trng e-Marketing trong phn tch hnh vi mua sm Phng vn nhm khch hng Phn tch hnh vi mua sm Khch hng xem hng g? Thng qua forum Khch hng mua hng g? Mt hng g xem nhng ko mua? Thng qua e-conference Mt hng g c mua cng vi nhau? Phng vn cc chuyn gia Qung co no c xem nhiu nht Qung co no c xem nhiu nhng ko bn c hng Gi phng vn n cc chuyn gia qua mng Mt hng no t c xem, t c mua? Cc mt hng thay th? iu tra theo bng cu hi Phn chia theo giai on mua hng a bng cu hi vo cc website Xc nh nhu cu Tm kim thng tin nh gi cc la chn Hnh ng mua Phn ng sau khi mua