直銷(xiāo)與網(wǎng)上營(yíng)銷(xiāo)模式

1、如今，許多企業(yè)轉(zhuǎn)向了直銷(xiāo)，以求能夠更有效地接近仔細(xì)挑選的目標(biāo)顧客，并且與他們建立更牢固、更加個(gè)性化的一對(duì)一關(guān)系。1、論直銷(xiāo)對(duì)顧客和企業(yè)的好處以及推動(dòng)其迅速發(fā)展的趨勢(shì)顧客從很多方面得益于直銷(xiāo)，許多趨勢(shì)導(dǎo)致了直銷(xiāo)的迅速發(fā)展。市場(chǎng)專(zhuān)業(yè)化導(dǎo)致有特定偏好的補(bǔ)缺市場(chǎng)的數(shù)量持續(xù)增加。2、定義顧客數(shù)據(jù)庫(kù)并且列出企業(yè)在直銷(xiāo)中使用數(shù)據(jù)庫(kù)的四種方法顧客數(shù)據(jù)庫(kù)是有關(guān)各個(gè)顧客或廠(chǎng)家的廣泛信息的有組織的集合，包括地理的、人口統(tǒng)計(jì)的、心理的和行為的數(shù)據(jù)。企業(yè)使用數(shù)據(jù)庫(kù)來(lái)識(shí)別潛在購(gòu)買(mǎi)者、確定哪些顧客應(yīng)該得到特定的提供物、深化顧客忠誠(chéng)，并且再資助激發(fā)顧客購(gòu)買(mǎi)。3、識(shí)別直銷(xiāo)的主要形式直銷(xiāo)的主要形式包括面對(duì)面銷(xiāo)售、電話(huà)營(yíng)銷(xiāo)、直接郵

2、寄營(yíng)直銷(xiāo)、購(gòu)物目錄營(yíng)銷(xiāo)、電視營(yíng)銷(xiāo)、信息亭營(yíng)銷(xiāo)和網(wǎng)絡(luò)營(yíng)銷(xiāo)。如今大多數(shù)企業(yè)還是主要依靠一支專(zhuān)業(yè)化的銷(xiāo)售隊(duì)伍進(jìn)行面對(duì)面銷(xiāo)售，或者雇用制造商的銷(xiāo)售代表和代理商。4、比較兩種類(lèi)型的網(wǎng)絡(luò)營(yíng)銷(xiāo)渠道并解釋互聯(lián)網(wǎng)和電子商務(wù)的作用兩種網(wǎng)上營(yíng)銷(xiāo)渠道是商業(yè)網(wǎng)上服務(wù)和互聯(lián)網(wǎng)。商業(yè)網(wǎng)上服務(wù)向注冊(cè)用戶(hù)提供網(wǎng)上信息和營(yíng)銷(xiāo)服務(wù)，每月收取費(fèi)用。互聯(lián)網(wǎng)是由計(jì)算機(jī)網(wǎng)絡(luò)組成的全球性、開(kāi)放性的龐大網(wǎng)絡(luò)。與網(wǎng)上商務(wù)服務(wù)不同，使用互聯(lián)網(wǎng)是免費(fèi)的-只要有計(jì)算機(jī)調(diào)制解調(diào)器和瀏覽互聯(lián)網(wǎng)的合適軟件，任何人都可以獲取或者分享幾乎任何主題的信息，并且和其他使用者相互聯(lián)系?；ヂ?lián)網(wǎng)的爆炸性使用開(kāi)創(chuàng)了一個(gè)電子商務(wù)的新世界，電子商務(wù)是指由電子方式支持完成的買(mǎi)賣(mài)

3、過(guò)程。5、說(shuō)明網(wǎng)絡(luò)營(yíng)銷(xiāo)對(duì)消費(fèi)者和營(yíng)銷(xiāo)商的好處以及營(yíng)銷(xiāo)商實(shí)施網(wǎng)絡(luò)營(yíng)銷(xiāo)的四種方法對(duì)消費(fèi)者而言，網(wǎng)絡(luò)營(yíng)銷(xiāo)在許多方面都是有益的?；?dòng)的而且快捷，能夠獲取豐富的有關(guān)產(chǎn)品、企業(yè)和競(jìng)爭(zhēng)者的比較性信息。營(yíng)銷(xiāo)商也受益于網(wǎng)絡(luò)營(yíng)銷(xiāo)。營(yíng)銷(xiāo)商可以通過(guò)開(kāi)辦電子店面，在網(wǎng)上做廣告，參與互聯(lián)網(wǎng)論壇、新聞組或網(wǎng)絡(luò)社?quot;，或者使用電子郵件或網(wǎng)絡(luò)廣播來(lái)實(shí)施網(wǎng)上營(yíng)銷(xiāo)。6、討論直銷(xiāo)商面臨的公共政策和道德問(wèn)題直銷(xiāo)商及其顧客一般來(lái)說(shuō)能夠形成互惠互利的關(guān)系。然而，還是有侵犯消費(fèi)者的潛在傾向，包括從惹惱消費(fèi)者到不正當(dāng)行為再到詭計(jì)和欺詐。此外，人們對(duì)于侵犯隱私權(quán)越來(lái)越關(guān)注，這可能是目前擺在直銷(xiāo)業(yè)面前最難處理的公共政策問(wèn)題。關(guān)鍵概念和原則

4、直銷(xiāo)是由一系列與仔細(xì)挑選的單個(gè)消費(fèi)者之間的直接聯(lián)系構(gòu)成，目的在于能夠做出迅速的響應(yīng)并且培養(yǎng)持久的顧客關(guān)系。大多數(shù)企業(yè)仍然將直銷(xiāo)作為補(bǔ)充渠道或者營(yíng)銷(xiāo)其產(chǎn)品的補(bǔ)充媒體。但是，對(duì)現(xiàn)在很多企業(yè)來(lái)說(shuō)，直銷(xiāo)-尤其是最新形式，即網(wǎng)絡(luò)營(yíng)銷(xiāo)和電子商務(wù)-為企業(yè)經(jīng)營(yíng)構(gòu)造了一個(gè)完整的新模式。許多戰(zhàn)略家歡呼直銷(xiāo)的到來(lái)，并且將其視為新千年的營(yíng)銷(xiāo)模式。直銷(xiāo)在很多方面給買(mǎi)方帶來(lái)好處。它很方便。經(jīng)常能夠讓購(gòu)買(mǎi)者接觸更多的產(chǎn)品并提供更多選擇，為消費(fèi)者提供了豐富的可比信息，網(wǎng)上購(gòu)買(mǎi)是互動(dòng)、即時(shí)的。直銷(xiāo)對(duì)于賣(mài)方也有多方面的好處。直銷(xiāo)是建立顧客關(guān)系的有力工具，直銷(xiāo)能夠做到在恰當(dāng)?shù)臅r(shí)間針對(duì)目標(biāo)顧客安排營(yíng)銷(xiāo)活動(dòng)，網(wǎng)上營(yíng)銷(xiāo)還帶來(lái)了更大的柔性

5、，使?fàn)I銷(xiāo)者能夠?qū)崟r(shí)調(diào)整其提供物和計(jì)劃，互聯(lián)網(wǎng)是一個(gè)真正的全球性媒體。盡管傳統(tǒng)渠道的直銷(xiāo)發(fā)展迅速，網(wǎng)上營(yíng)銷(xiāo)的增長(zhǎng)更是爆炸性的。在消費(fèi)者市場(chǎng)，直銷(xiāo)的非凡發(fā)展是對(duì)科技迅速發(fā)展和營(yíng)銷(xiāo)新現(xiàn)狀所做出的回應(yīng)直銷(xiāo)在B2B營(yíng)銷(xiāo)方面也發(fā)展很快，一部分原因在于通過(guò)銷(xiāo)售隊(duì)伍接觸產(chǎn)業(yè)市場(chǎng)的成本不斷上升。就是建立、維護(hù)和使用顧客數(shù)據(jù)庫(kù)和其他數(shù)據(jù)庫(kù)，與顧客取得聯(lián)系并完成交易的整個(gè)流程。數(shù)據(jù)庫(kù)營(yíng)銷(xiāo)最經(jīng)常被B2B營(yíng)銷(xiāo)商和服務(wù)零售商使用。企業(yè)可以通過(guò)四種方式使用其數(shù)據(jù)庫(kù)：識(shí)別目標(biāo)、確定哪個(gè)顧客需要特別的提供物、深化顧客忠誠(chéng)度、激發(fā)顧客重購(gòu)。直銷(xiāo)的主要形式包括面對(duì)面銷(xiāo)售、電話(huà)營(yíng)銷(xiāo)、直接郵寄、購(gòu)物目錄營(yíng)銷(xiāo)、電視直銷(xiāo)、信息亭營(yíng)銷(xiāo)和網(wǎng)上

6、營(yíng)銷(xiāo)。電話(huà)營(yíng)銷(xiāo)已經(jīng)成為主要的直銷(xiāo)溝通工具。直接郵寄這種方式非常適合直接的、一對(duì)一的溝通和傳播。直接郵寄行業(yè)不斷地尋找新的方法和途徑?，F(xiàn)在三種新型的郵件傳送形式流行起來(lái)：傳真、電子郵件、語(yǔ)音郵件。過(guò)去25年間，購(gòu)物目錄營(yíng)銷(xiāo)發(fā)展很快。互聯(lián)網(wǎng)給購(gòu)物目錄這種銷(xiāo)售方式帶來(lái)了巨大的沖擊。電視直銷(xiāo)有兩種主要形式。第一種是廣告直銷(xiāo)；另一種是家庭購(gòu)物頻道，互動(dòng)式電視和互聯(lián)網(wǎng)連結(jié)的技術(shù)，將有朝一日使電視購(gòu)物成為直銷(xiāo)的主要形式。根據(jù)預(yù)測(cè)，這種信息亭的使用將在今后三年增加五倍。有兩種網(wǎng)絡(luò)營(yíng)銷(xiāo)渠道：商業(yè)網(wǎng)上服務(wù)和互聯(lián)網(wǎng)。互聯(lián)網(wǎng)的應(yīng)用和網(wǎng)絡(luò)營(yíng)銷(xiāo)正在飛速發(fā)展?；ヂ?lián)網(wǎng)使?fàn)I銷(xiāo)者有越來(lái)越多的機(jī)會(huì)接近種類(lèi)廣泛的人口統(tǒng)計(jì)群體?；ヂ?lián)網(wǎng)

7、使用者來(lái)自各個(gè)年齡群體。互聯(lián)網(wǎng)用戶(hù)在心理特征上也和一般的消費(fèi)者總體有差別。網(wǎng)上消費(fèi)者在其購(gòu)買(mǎi)方式和對(duì)營(yíng)銷(xiāo)活動(dòng)的反應(yīng)方面也不相同。他們對(duì)于營(yíng)銷(xiāo)過(guò)程有更強(qiáng)的控制力和影響力營(yíng)銷(xiāo)人員可以采取四種途徑實(shí)施網(wǎng)絡(luò)營(yíng)銷(xiāo)：在網(wǎng)上展示自己；在網(wǎng)上做廣告；參與互聯(lián)網(wǎng)論壇、新聞組或網(wǎng)絡(luò)社區(qū)；使用電子郵件或網(wǎng)絡(luò)廣播。一個(gè)企業(yè)可以用兩種方法通過(guò)電子方式展示自己：可以在一個(gè)商業(yè)網(wǎng)絡(luò)服務(wù)器上購(gòu)買(mǎi)空間或者開(kāi)通自己的網(wǎng)站。企業(yè)可以使用網(wǎng)絡(luò)廣告來(lái)樹(shù)立其互聯(lián)網(wǎng)品牌或者把訪(fǎng)問(wèn)者吸引到其網(wǎng)站上。企業(yè)可以決定參與或者主辦網(wǎng)上論壇、新聞組和公告牌來(lái)迎合特定興趣的群體。論壇和新聞組的流行帶來(lái)了商業(yè)化動(dòng)作的網(wǎng)站的熱潮-稱(chēng)為網(wǎng)絡(luò)社區(qū)，這些網(wǎng)絡(luò)社區(qū)

8、的訪(fǎng)客們形成了一種很強(qiáng)的共性。企業(yè)可以鼓勵(lì)潛在的顧客和顧客通過(guò)電子郵件把問(wèn)題、建議甚至抱怨發(fā)送給公司。顧客服務(wù)代表可以快速地對(duì)這些信息做出回應(yīng)。企業(yè)也可以開(kāi)發(fā)基于互聯(lián)網(wǎng)的顧客或潛在郵件列表。網(wǎng)絡(luò)廣播作為一種推的做法，可以成為網(wǎng)絡(luò)營(yíng)銷(xiāo)商傳送其互聯(lián)網(wǎng)廣告和其他信息內(nèi)容的有吸引力的渠道。企業(yè)必須注意不要引起那些已被垃圾郵件搞得不堪重負(fù)的互聯(lián)網(wǎng)用戶(hù)的反感和厭惡。網(wǎng)上營(yíng)銷(xiāo)者所面臨的一些挑戰(zhàn)：接觸到的消費(fèi)者有限，購(gòu)買(mǎi)量有限；不平衡的人口統(tǒng)計(jì)特征和心理特征；混沌和雜亂；安全；道德問(wèn)題。經(jīng)常出現(xiàn)的情況是，一個(gè)企業(yè)的各種直銷(xiāo)活動(dòng)沒(méi)有相互進(jìn)行很好的整合，或者沒(méi)有與其營(yíng)銷(xiāo)和促銷(xiāo)組合當(dāng)中其他要素整合好?？梢允褂酶?xì)

9、的整合直銷(xiāo)，營(yíng)銷(xiāo)者努力尋求通過(guò)增加媒體和時(shí)段來(lái)提高回復(fù)率和利潤(rùn)，而這些新增的媒體和時(shí)段帶來(lái)的銷(xiāo)售額要高于其帶來(lái)的成本。直銷(xiāo)中的公共政策和道德問(wèn)題：過(guò)度的直銷(xiāo)有時(shí)會(huì)苦惱甚至侵犯消費(fèi)者；一些人制作郵寄廣告，目的就是要誤導(dǎo)購(gòu)買(mǎi)者；侵犯隱私可能是擺在直銷(xiāo)行業(yè)面前最棘手的公共政策問(wèn)題，借助精密的計(jì)算機(jī)技術(shù)，直銷(xiāo)商可以利用這些數(shù)據(jù)庫(kù)在細(xì)分的微市場(chǎng)上進(jìn)行營(yíng)銷(xiāo)活動(dòng)；直銷(xiāo)業(yè)正在著手處理道德和公共政策問(wèn)題。CHAPTER17DIRECTANDONLINEMARKETING:THENEWMARKETINGMODELSummaryToday,thereisatrendofmovingawayfromtargeting

10、broadlywithstandardizedmessagesandmarketingefforts.Moreandmorecompaniesareadoptingdirectmarketingasaprimaryapproach.Thedesiretobuildone-to-onerelationshipsisverystrong.Thenewdirectmarketingmodelisindeedanimportantoneforallmarketerstoconsider.WiththedramaticgrowthoftheInternetande-commerce,manycompan

11、iesarenowusingthenewdirectmarketingmodelexclusivelytoreachtheircustomers.Thepurposeofthischapteristoexaminethenature,role,andgrowingapplicationsofdirectmarketinganditsnewestform,onlinemarketing.Directmarketingconsistsofdirectcommunicationswithcarefullytargetedindividualconsumerstoobtainanimmediatere

12、sponse.Interactivityisessentialtothisprocess.Themarketingmanagermustrememberthatdirectmarketingisnotnew.Catalogcompanies,directmailers,andtelemarketershavebeenusingtheapproachforyears.However,improveddatabasetechnologiesandnewmediahavechangedthedirectionandnatureofdirectmarketing.Mostdirectmarketers

13、seedirectmarketingasplayinganevenbroaderrolethansimplyselling文檔來(lái)源為:從網(wǎng)絡(luò)收集整理.word版本可編輯.歡迎下載支持productsandservices.Databasemarketingismostfrequentlyusedbybusiness-to-businessmarketersandserviceretailers.Companiesusetheirdatabasestoidentifyprospects,tomakedecisionsonwhichconsumerswillreceiveaparticularof

14、fer,todeepencustomerloyalty,andtoreactivatecustomerpurchases.Thechapterdiscussesthemajorformsofdirectmarketingcommunication-face-to-faceselling,direct-mailmarketing,catalogmarketing,telemarketing,direct-responsetelevisionmarketing,kioskmarketing,andonlinemarketing.Eachmethodisexploredindetail.Specia

15、lattentionisgiventoonlinemarketingandelectroniccommerce(e-commerce).Althoughstillinitsinfancywithrespecttopotential,Internetusageandonlinemarketingaregrowingexplosively.MarketershaverealizedthatthetypicalInternetuserisnolongerapasty-facedcomputernerd(cyberhead).Instead,theNetusersareanelitegroupwith

16、intelligenceandincometospend.Itisalsooneoftheprimarywaystoreachtheyouthofthemarketplace.Thepromiseandchallengesoftheonlinecommunityarenumerousandareworthyofstudy.Thechapterconcludeswithadiscussionofhowintegrateddirectmarketing,publicpolicy,andethicalissueswillshapetheadvancementofdirectmarketing.The

17、industrymustnotonlyestablishstandardsbutmustlearntopoliceitself.KeywordsandprincipleToday,thereisatrendtowardmorenarrowlytargetedorone-to-onemarketing(calleddirectmarketing).Thisapproachisbeingacceptedasbothaprimaryandsupplementalapproach.Directmarketingconsistsofdirectcommunicationwithcarefullytarg

18、etedindividualconsumerstobothobtainanimmediateresponseandcultivatelastingcustomerrelationships.Today,advancesindatabasetechnologiesandnewmarketingmedia-especiallytheInternetandotherelectronicchannels-directmarketinghasundergoneadramatictransformation.Formanycompaniestoday,directmarketingismorethanju

19、stasupplementalchannelormedium.Thenewmodelwillchangecustomersexpectationsaboutconvenience,speed,comparability,price,andservice.Futurebusinessstrategieswillbeaffected.Directmarketingisbringsmanybenefitstobothbuyersandsellers.Directmarketingbenefitsbuyersinmanyways:Itisconvenient.Buyingiseasyandprivat

20、e.Greaterproductaccessandselection.Providesawealthofcomparativeinformation.Onlinebuyingisinteractiveandimmediate.Sellersbenefitby:Directmarketingisapowerfultoolforcustomerrelationshipbuilding.Directmarketingcanalsobetimedtoreachprospectsatjusttherightmoment.Becauseofitsone-to-one,interactivenature,t

21、heInternetisanespeciallypotentmarketingtool.Continuousrelationshipscanbedeveloped.Reducescostsandincreasesspeedandefficiency.Onlinemarketingoffersgreaterflexibility.TheInternetisatrulyglobalmedium.Salesthroughtraditionaldirectmarketingchannelshavebeengrowingrapidly.Trendsthatseemtomovingoursocietyto

22、wardevenmoredirectmarketinginclude:Demassification-focusistowardminimarkets.Lackoftimeandcongestion.Highercostsofdriving.Growthofdeliveryservices(suchasFedEx)andthesupportinfrastructure.Growthofcomputerpoweranddatabases.Growthhasalsooccurredinthebusiness-to-businesssector.Therearedifferencesbetweenm

23、assmarketingandso-calledone-to-onemarketing.Acustomerdatabaseisanorganizedcollectionofcomprehensivedataaboutindividualcustomersorprospects,includinggeographic,demographic,psycho-graphic,andbehavioraldata.Thedatabasecanbeusedto:Locatepotentialcustomers.Tailorproductsandservicestothespecialneedsoftarg

24、etedcustomers.Maintainlong-termcustomerrelationships.Databasemarketingistheprocessofbuilding,maintaining,andusingcustomerdatabasesandotherdatabasesforthepurposesofcontactingandtransactingwithcustomers.Databasemarketingismostfrequentlyusedbybusiness-to-businessmarketersandserviceretailers.Companiesus

25、etheirdatabasesinfourways:Identifyingprospects.Decidingwhichcustomersshouldreceiveaparticularoffer.Deepeningcustomerloyalty.Reactivatingcustomerpurchases.Therearesevenmajorformsofdirectmarketing.Face-to-FaceSelling.Today,manycompaniesstillusesalespersonsorrepresentativestoreachtheirprospects,develop

26、themintocustomers,buildlastingrelationships,andgrowthebusiness.Telemarketing.Twogeneraltypesinclude:Outbound,Inbound.Mosttelemarketerssupportsomeformoflegislation.Direct-MailMarketing.Advantagesinclude:Hightarget-marketselectivity.Personalized.Flexible.Allowseasymeasurementofresults.Newformsofdirect

27、mailinclude:Faxmail.E-mail.Voicemail.CatalogMarketing.Acatalogisaprinted,boundpieceofatleasteightpages,sellingmultipleproducts,andofferingadirectorderingmechanism.Direct-ResponseTelevisionMarketing.Direct-responsetelevisionmarketingtakesoneoftwomajorforms:Direct-responseadvertising,Homeshoppingchann

28、els.Inthenearfuture,two-wayinteractivetelevisionandlinkageswithInternettechnologywillmaketelevisionshoppingmuchdifferentfromwhatitistodayanditwillbecomeoneofthemajorformsofdirectmarketing.KioskMarketing.Somecompaniesplaceinformationandorderingmachines(calledkiosks)instores,airports,andotherlocations

29、(incontrasttomachineswhichdispenseproducts-vendingmachines).Onlinemarketingisconductedthroughinteractiveonlinecomputersystems,whichlinkconsumerswithsellerselectronically.Therearetwotypesofonlinechannels:Commercialonlineservices,Thecommercialonlineservices.Althoughstillintheirinfancy,Internetusageand

30、onlinemarketingaregrowingexplosively.Electroniccommerceisthegeneraltermforabuyingandsellingprocessthatissupportedbyelectronicmeans.ThiswouldincludeelectronicmarketplacesAsawhole,Internetusersareanelitegroup.Theytendtobeyounger,moreaffluent,bettereducated,andmoremalethanthegeneralpopulation.However,f

31、emaleusagealmostequalsmales.Netuserscomefromallagegroups,theydifferpsychographicallyfromthegeneralpopulation,andtheydifferintheirapproachestobuyingandintheirresponsestomarketing.Internetsearchengines,suchasYahoogiveconsumersaccesstovariedinformationsources,makingthembetterinformedandmorediscerningsh

32、oppers.Marketerscanconductonlinemarketinginfourways:creatinganelectroniconlinepresence.Websitesvaryinpurposeandcontent.CreatingaWebsiteisonething;gettingpeopletovisitthesiteisanother.Highinvolvementproducts(suchasnewcars,computers,orfinancialservices)havegreatersuccessthandolowerinvolvementproducts.placeadvertisementsonline.Companiescanplaceonlineadvertisementsinseveralways:buyonlineads,Contentsponsorships.participateinForums,Newsgroups,andWebCommunities.Forumsarediscu