网络营销培训课件(000008).ppt

《网络营销培训课件(000008).ppt》由会员上传分享，免费在线阅读，更多相关内容在PPT专区-天天文库。

1、E-businessandE-commerceTherearetwospecialusesoftheinternet:Intranet:networkthatrunsinternallyinanorganizationbutusesinternetstandardssuchasHTMLandbrowsers.Extranet:twojoinednetworksthatshareinformation.E-businessisthecontinuousoptimizationofafirm’sbusinessactivitiesthroughdigitaltechnology.(accod-in

2、gtotheGartnerGroup)E-commerceisthesubsetofe-businessfocusedontransactions.©2009PearsonEducation,Inc.PublishingasPrenticeHall1E-Marketing理解网络营销的内涵E-marketingisonepartofanorganization’se-businessactivities.E-marketingistheuseofinformationtechnologyintheprocessesofcreating,communicating,anddeliveringva

3、luetocustomersandformanagingcustomerrelationshipsinwaysthatbenefittheorganizationanditsstakeholders(股东)©2009PearsonEducation,Inc.PublishingasPrenticeHall2StrategicPlanning-战略规划StrategicPlanning：Amanagerialprocesstodevelopandmaintainaviablefitbetweentheorganizationanditschangingmarketopportunities.一种

4、管理过程，旨在让企业与不断变化的市场机遇相匹配Processidentifiesfirm’sgoals明确企业战略目标Growth-revenueCompetitiveposition–竞争定位GeographicscopeOtherobjectives,suchasindustry,products,etc.©2009PearsonEducation,Inc.PublishingasPrenticeHall3ESP:Environment,Strategy,andPerformanceThee-marketingplanflowsfromtheorganization’soverallgoa

5、lsandstrategies.网络营销规划源于企业的整体目标和战略TheESPframeworkillustratestherelationshipsamongenvironment,strategy,andperformance.ASWOTanalysisofthebusinessenvironment(E)leadstothedevelopmentofstrategy(S)andthemeasurementofperformance(P).©2009PearsonEducation,Inc.PublishingasPrenticeHall4SWOTSWOT是一种分析方法，用来确定企业本身

6、的竞争优势（strength），竞争劣势（weakness），机会(opportunity)和威胁（threat），从而将公司的战略与公司内部资源、外部环境有机结合。因此，清楚的确定公司的资源优势和缺陷，了解公司所面临的机会和挑战，对于制定公司未来的发展战略有着至关重要的意义。©2009PearsonEducation,Inc.PublishingasPrenticeHall5BusinessModelsAbusinessmodelisamethodforlong-termsurvivalandavalueproposition（价值主张）forpartners,customers,andre

7、venue.E-businessmodelsincludetheuseofinformationtechnologytoachievelong-termgoals.Firmselectsoneormoremodelsasstrategiestoaccomplishenterprisegoals.©2009PearsonEducation,Inc.PublishingasPrenticeHall6A