Marketing in the Digital Age: Making New CustomerConnections数字时代的营销：新顾客连接Objectives 目标•Be able to identify the major forces shaping the new digital age.•Understand how companies have responded to the Internet withe-business strategies.•Be able to describe the four major e-commerce domains.•能够定义形成数字时代的主要力量•理解公司怎样通过电子商业策略对因特网作出反应•能够描述四个主要电子商务领域Objectives 目标•Understand how companies use e -commerce to profitably deliver greater value to customers.•Realize the promise and challenges that e -commerce presents for the future.•解释公司怎样利用电子商务向顾客传递更多价值并从中获利。

•阐述电子商务给未来带来的机遇和挑战。

•Invented discount brokerage category •First U.S. major player to go online •Initially offered two-tiered trading system to protect profits / stop cannibalization •Later became first true click-and-mortar full-service brokerage •Now world’s largest e-commerce site •85% online trades; 21% of trade volume; Strong stock returnCharles Schwab Case Study 案例研究Major Forces Shaping the Digital Age 形成数字时代的主要主要力量•Digitalization and Connectivity§The flow of digitalinformation requiresconnectivityv Intranets, Extranets,and the Internet •The Internet Explosion§Key driver of the“new economy”•数字化和连接§数字信息的流动需要连接v内部网、外部网、因特网•网络爆炸§“新经济”的主要动力Major Forces Shaping the Digital Age 形成数字时代的主要主要力量•New Types of Intermediaries§Brick-and-mortar firmsoften facedisintermediation fromclick-only competitors§The click-and-mortarbusiness model hasbeen highly successful •Customization and Customerization •新型媒介§传统公司经常缺乏与网络公司的调解。

§传统公司模式取得了很大成功•顾客化和商业化Major Forces Shaping the Digital Age 形成数字时代的主要主要力量•E-business:§uses electronic meansand platforms toconduct business.•E-commerce:§facilitates the sale ofproducts and servicesby electronic means.•电子公司§使用电子方法经常的公司•电子商务§通过电子方法推动产品和服务的销售Marketing Strategy in the Digital Age 数字时代的营销策略•E-marketing:§Includes efforts thatinform,communicate,promote, and sellproducts andservices over theInternet.•E-commerce benefits both buyers and sellers •电子营销：§包括通过因特网通知、交流、促销和销售产品和服务的力量。

•电子商务使买方和卖方都能受益Marketing Strategy in the Digital Age 数字时代的营销策略•Buyer Benefits of E-Commerce:§Convenience§Easy and private§Greater productaccess/selection§Access to comparativeinformation§Interactive andimmediate •电子商务的好处：：§方便§容易、私秘§更多产品选择§接触比较信息§交互、及时Marketing Strategy in the Digital Age 数字时代的营销策略•Seller Benefits of E-Commerce:§Relationshipbuilding§Reduced costs§Increased speed andefficiency§Flexibility§Global access,global reach •电子商务对买方的好处：§建立关系§降低成本§提高速度和效率§可变性§全球市场Conducting E-Commerce电子商务操作•Click -Only -Competitors§E -tailers , search engines andportals, ISPs, transaction sites,enabler sites•s failed for many reasons §Lack of planning and research §Over emphasis on acquisition vs. retention§Poor web site design / distribution systems §Low margins•网络竞争者§网上股票商、搜索引擎和入口、ISP 、交易网站、授权网站•s 的失败有很多原因§缺乏计划和研究§过分关注获取和保持§网站设计/分销系统较差§低利润Conducting E-Commerce 电子商务操作•Click-and-Mortar Companies§Channel conflict was initially aconcern§E-commerce often created newcustomers, rather than cannibalizingexisting ones§Many firms now enjoy greatersuccess than their click-onlycompetitionv Trusted brand names, greaterfinancial resources, larger customerbase, industry knowledge, andstrong supplier relationships werekey advantages •兼有网上销售和传统业务的公司§最初渠道冲突是关键问题§电子商务经常带来新顾客，而不是关注原有顾客§许多公司现在比仅在网上销售的公司更加成功v值得信赖的品牌名称，更强大的财务资源，更大消费者基础，行业知识，和更强的供应关系是主要优势。

Seven C’s of Web Site Design 网站设计的7Cs•Context •Content •Community •Communication •Connection •Commerce •Customization •背景•内容•社团•沟通•连接•商务•顾客化Promise and Challenges of E-Commerce 电子商务的机遇和挑战•The Promise of E-Commerce§The future of B2B E-commerce is bright§A few click-onlycompanies maysucceed§Most companies willintegrate onlinemarketing into themarketing mix •电子商务的机遇§B2B电子商务的前景光明§一些电子商务公司可以会成功§许多公司将把在线营销加入到营销组合中Promise and Challenges of E-Commerce 电子商务的机遇和挑战•Challenges: The Web’s Darker Side §Few B2C companies areprofitablev Limited exposure, skeweddemographicsv Navigating the web is oftenproblematic •Challenge: Legal and Ethical Issues §Online privacy and securityconcerns§Internet fraud, the digital divide,access by vulnerable orunauthorized groups •挑战：网络的阴暗面§B2C公司中获利的很少v产品有限，人口分配不均v浏览网站时经常会遇到问题§挑战：法律和伦理问题v在线隐私和安全问题v网络欺诈、数字划分、易受攻击的和未经许可的群体的接入。