文档介绍：第2章网络营销战略计划1学习目标???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 marketing -Strategy Formulation for Pure-Play vs. BAMOnline Business-Unit StrategyOnline Business-Unit StrategyMarketing Strategy for Online BusinessMarketing Strategy for Online BusinessBusiness-Unit StrategyBusiness-Unit Strategy?Overall?Online?OfflineIntegrated Marketing StrategyIntegrated Marketing StrategyMarketing Strategy for Offline BusinessMarketing Strategy for Offline BusinessMarketing Strategy for Online BusinessMarketing Strategy for Online BusinessPure-PlayBricks-and-Mortar4The Seven-Stage Cycle of MarketingStep 2Formulating the Marketing StrategyStep 3Designing the Customer ExperienceStep 4Crafting the Customer InterfaceStep 5Designing the Marketing ProgramStep 6 Leveraging Customer Information Through TechnologyStep 7Evaluating the Marketing ProgramStep 1Framing the Market Opportunity5网络营销的七个阶段阶段1:框定市场机会(评估和分析新市场机会)阶段2:制定营销战略阶段3:设定客户体验(客户体验定位:介于营销战略与营销计划的桥梁和纽带)阶段4:构思客户界面(突出WEB站点的设计,吸引消费者)阶段5:设计营销计划(网络营销组合的具体运用)阶段6:通过技术利用客户信息(营销调研、数据库营销、客户关系管理等技术手段)阶段7:评估营销计划。监测重要的财务指标和营销指标6网络营销战略为组织的电子营销活动提供了持续的方向引,这些活动与其他的营销活动融合在一起,、战略过程模型(一)、确立目标(营销目标或战略影响网络营销战略)(二)、形势分析(环境分析)(三)、战略制定(开发网络营销战略)(四)、资源分配和监控(界定网络营销计划和监控)7战略营销规划10步过程确定目标形势分析战略制定资源分配与监控使命企业目标详细的实施计划(1年)营销审计SWOT分析设想营销目标和战略估计预期结果确定选择计划和组合预算8The SOSTAC? planning framework applied to digital marketing strategy developmentSource: Chaffey and Smith (2008)9第1节界定在线机会10