The Internet( 網際網路 ) Internet ( 網際網路 ): A interconnected network of thousands of networks and millions of computers, linking businesses, educational institutions, government agencies and individuals WWW ( 全球資訊網、上網 ): One of the Internet’s most popular services, providing access to web pages (2001, 6 billion )
三. 網際網路行銷 What is “ internet marketing ” ? 行銷 ( Marketing) 是一種規劃和執行的程序， 用以執行與物品、服務相關的概念、訂價、 推廣和分配, 其目的在於創造交換，以滿足 個人和組織的目標. 網際網路行銷 (Internet marketing) : 將電子 化資源整合融入於行銷的程序中
行銷的程序可以數位化 Understand Markets & Customers Involve Customers in Design Process Market & Sell Products & Services Deliver Value Through Distribution Provide Customer Care Manage Customer Information
網際網路行銷的機會 The Internet Marketing Possibilities 線上客戶服務 (Customer support and online quality ) 個人化 (Personalization) 新產品研發 (New product development and the net) 流量與品牌建立 (Traffic and brand building) 虛擬社群 (Virtual community) 訂價 (Pricing and the online world) 電子商務 (E-commerce)
從客戶服務到個人化、新產品研發 The Internet ’ s digital nature make it possible to capture, store & manipulate huge amounts of data on individuals A new view of the company and its customers as co-producers emerges when the Web is used in sophisticated ways to provide customer support Closer links between companies and their customers provide opportunities for personalization and new product development
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