《网络营销》课程教学课件（英文）Chapter 2 Strategic E-Marketing

E-Marketing4/EJudyStrauss,AdelI.El-Ansary,andRaymondFrostChapter2:StrategicE-Marketing1000007001.010100111101000010010111010010C2006PrenticeHalln0

©2006 Prentice Hall 2-1 E-Marketing 4/E Judy Strauss, Adel I. El-Ansary, and Raymond Frost Chapter 2: Strategic E-Marketing

Chapter 2 Objectives·Afterreading Chapter2youwill beableto.·Explainthe importance ofstrategicplanningstrategy,e-businessstrategy,ande-marketingstrategy.Identifythe main e-business models atthe activitybusinessprocess,andenterpriselevelsDiscusstheuseofmetricsandtheBalancedScorecard to measure e-business and e-marketingperformance7001070100111001000010010111010010C2006PrenticeHal

©2006 Prentice Hall 2-2 Chapter 2 Objectives • After reading Chapter 2 you will be able to: • Explain the importance of strategic planning, strategy, e-business strategy, and e-marketing strategy. • Identify the main e-business models at the activity, business process, and enterprise levels. • Discuss the use of metrics and the Balanced Scorecard to measure e-business and e-marketing performance

Amazon.comUtilizesseveralbusinessmode/s·Foundedas online retailing business modelEstablishedco-brandingpartnershipswithOfficeDepot, Circuit City,Target, and Expedia·Co-branding is more profitable than retailing:Amazon is now a hybrid company.Createdthe first affiliateprogram· Customers can auction itemsWhichof themodelsdoyouthinkwill driveAmazon's strategy in the future?7001:070100111101000010010111010010C2006PrenticeHa

©2006 Prentice Hall 2-3 Amazon.com • Utilizes several business models • Founded as online retailing business model. • Established co-branding partnerships with Office Depot, Circuit City, Target, and Expedia • Co-branding is more profitable than retailing • Amazon is now a hybrid company • Created the first affiliate program. • Customers can auction items. • Which of the models do you think will drive Amazon’s strategy in the future?

Strategic PlanningAmanagerialprocesstodevelopandmaintaina viablefitbetweenthe organizationanditschangingmarketopportunitiesProcessidentifiesfirm'sgoalsfor·Growth·Competitive position·Geographic scope·Otherobjectives,such as industry,products,etc07001070100111101000010010111010010C2006PrenticeHal

©2006 Prentice Hall 2-4 Strategic Planning • A managerial process to develop and maintain a viable fit between the organization and its changing market opportunities • Process identifies firm’s goals for • Growth • Competitive position • Geographic scope • Other objectives, such as industry, products, etc

StrategyStrategyisthemeanstoachieveagoal.E-businessstrategy·Strategythatdeploysenterprise resourcestoreachperformanceobjectives,competitiveadvantagesE-marketingstrategy·Strategythatcapitalizeson informationtechnologytoreach objectives0000000110000000700100C2006PrenticeHal

©2006 Prentice Hall 2-5 Strategy • Strategy is the means to achieve a goal. • E-business strategy • Strategy that deploys enterprise resources to reach performance objectives, competitive advantages. • E-marketing strategy • Strategy that capitalizes on information technology to reach objectives

Business Models.Abusinessmodelisamethodforlongtermsurvivalanda valuepropositionforpartnerscustomers and revenueE-businessmodelsincludetheuseofinformationtechnologytoachievelongtermgoals.Firmselectsoneormoremodelsasstrategiesto accomplishenterprise goals7001:070100111101000010010111010010C2006PrenticeHal

©2006 Prentice Hall 2-6 Business Models • A business model is a method for long term survival and a value proposition for partners, customers and revenue • E-business models include the use of information technology to achieve long term goals. • Firm selects one or more models as strategies to accomplish enterprise goals

Level of commitment to E-BusinessPurePure Dot-ComBusinessTransformation(Amazon)Play(competit ive advantage,industry redefinition)Click and MortarEnterprise(eSchwab,mostretailers)EffectivenessCustomer(customerBusiness ProcessRelationshipretention)ManagementEfficiencyActivityBrochureware(costE-Mailreduction)0000070010701001117010000100011010010200C2006PrenticeHallnO

©2006 Prentice Hall 2-7 Level of Commitment to E-Business Pure Play Enterprise Business Process Activity Pure Dot-Com (Amazon) Click and Mortar (eSchwab, most retailers) Customer Relationship Management Brochureware E-Mail Level of business Impact Business Transformation (competitive advantage, industry redefinition) Effectiveness (customer retention) Efficiency (cost reduction)

Activity-level modelsOnlinepurchasingOrderprocessing.E-mail·Contentpublisher (brochureware)Businessintelligence:Online advertising:Online salespromotionPricingstrategies100007001010100111701000010010111010010C2006PrenticeHall10010

©2006 Prentice Hall 2-8 Activity-level models • Online purchasing • Order processing • E-mail • Content publisher (brochureware) • Business intelligence • Online advertising • Online sales promotion • Pricing strategies

BusinessProcess-LevelModels.Customerrelationshipmanagement(CRM).Knowledgemanagement. Supply chain management·CommunitybuildingAffiliateprograms·Database marketingEnterpriseresourceplanning(ERP)Masscustomization000000000007007077070070C2006PrenticeHal

©2006 Prentice Hall 2-9 Business Process-Level Models • Customer relationship management (CRM) • Knowledge management • Supply chain management • Community building • Affiliate programs • Database marketing • Enterprise resource planning (ERP) • Mass customization

Enterprise-Level Models·E-commerce·Direct selling·Contentsponsorship·Portal·Online broker·Exchange·AuctionMetamediary·Purchasing agent.Virtual mall00000700.010100111101000010010111010010C2006PrenticeHal010

©2006 Prentice Hall 2-10 Enterprise-Level Models • E-commerce • Direct selling • Content sponsorship • Portal • Online broker • Exchange • Auction • Metamediary • Purchasing agent • Virtual mall