08. E-Commerce Marketing Mix Collaboration

Transcription

1 08. (Contents) E-Commerce Marketing Mix Collaboration Contents 08. E-Commerce Marketing Mix Collaboration E-Commerce Marketing Mix Collaboration Code: Course: Electronic Commerce Marketing Period: Autumn 2011 Professor: Sangwon Lee, Ph.D. 1

2 08. (Contents) E-Commerce Marketing Mix Collaboration Contents 01. E-Commerce Waves 02. E-Commerce Marketing 03. E-Commerce Environments 04. E-Commerce Consumer Behaviors 05. E-Commerce Marketing Researches 06. E-Commerce Marketing Goal 07. Segmentation, Targeting, and Positioning 08. E-Commerce Marketing Mix Collaboration 09. E-Commerce Marketing Mix Contentware 10. E-Commerce Marketing Mix Commitment 11. E-Commerce Marketing Mix Communication 12. E-Commerce Marketing Mix Channel 13. Website Establishment 14. Integrated Marketing Strategy 15. Internet Society and Law 2

3 Lecture 08. E-Commerce Marketing Mix Collaboration E-Commerce Marketing Mix Collaboration Code: Course: Electronic Commerce Marketing Period: Autumn 2011 Professor: Sangwon Lee, Ph.D. 3

4 01. Collaboration Collaboration A method to deal with others or join together for mutual benefits among subjects on the network Based on interactivity 4

5 01. Collaboration Importance A customer on the internet is a partner. New related concepts appear. Symbiotic marketing, linkage marketing, affiliate marketing, relationship marketing, There could be a collaboration with even a competitor. Cf. Coopetition = cooperation but competition Ex. Covisint: an alliance company by GM, Ford, Chrysler, for co-procurement 5

6 01. Collaboration Types of Collaboration B2C collaboration B2B collaboration C2C collaboration C2C B2C B2B 6

7 02. B2C Collaboration B2C Collaboration Reciprocal actions between a company and a customer A company provides a customer with customized information. A customer provides a company with his/her information. B2C 7

8 02. B2C Collaboration Importance of B2C Collaboration Maintaining prolonged customer relationship Increasing efficiency of customer acquisition Ex. Lifetime value Increasing customer participation Decreasing cost of contentware production or marketing Ex. Prosumer (= producer + consumer) B2C 8

9 02. B2C Collaboration An Example of B2C Collaboration Dongyang Magic Corp. at Integrated Internet Marketing, Doohee Lee, Pakyoungsa 9

10 02. B2C Collaboration An Example of B2C Collaboration Coolsavings at Integrated Internet Marketing, Doohee Lee, Pakyoungsa 10

11 02. B2C Collaboration B2C Collaboration Management B2C collaboration starts from understanding customers and providing them with contentwares that they need. 11

12 02. B2C Collaboration Methods of B2C Collaboration Management Personalization of contentware Real-time recommendation of productions/services Campaign management 12

13 02. B2C Collaboration Methods of B2C Collaboration Management Personalization of contentware Providing what a customer likes and uses on the first page view. It needs information about a customer. Real competitive power comes from learning relationship between a company and a customer. 13

14 02. B2C Collaboration Methods of B2C Collaboration Management Personalization of contentware Process of learning relationship Process of Learning Relationship Stage 1 Stage 2 Stage 3 Stage 4 Understanding needs and tastes of a customer by interactions and feedbacks Satisfying a customer by personalization of product/service Maintaining information of a customer Learning needs of a customer by continuous interactions with a customer. Securing a customer from a competitor by continuous satisfaction 14

15 02. B2C Collaboration Methods of B2C Collaboration Management Personalization of contentware Methods of contentware personalization Rule-based filtering Collaborative filtering Learning agent 15

16 02. B2C Collaboration Methods of B2C Collaboration Management Real-time recommendation of productions/services Recommending product/service that a customer prefer to a customer in real time. It improves a customer s fondness for a company. 16

17 02. B2C Collaboration Methods of B2C Collaboration Management Real-time recommendation of productions/services Methods of real-time recommendation Rule-based filtering Collaborative filtering 17

18 02. B2C Collaboration Methods of B2C Collaboration Management Real-time recommendation of productions/services An example of collaborative filtering at Integrated Internet Marketing, Doohee Lee, Pakyoungsa 18

19 02. B2C Collaboration Methods of B2C Collaboration Management Campaign management Planning/fulfilling/managing a marketing campaign for a customer. It is easily performed online rather than offline. 19

20 03. B2B Collaboration B2B Collaboration Reciprocal actions between companies A company exchanges information with other companies. B2B 20

21 03. B2B Collaboration Importance of B2B Collaboration Sharing resources and risks Easy to approach and secure a market by cooperation Create a new value by synergy effect B2B 21

22 03. B2B Collaboration Phenomena of B2B Collaboration Lively partnership among different industries as well as the same ones Sharing customers as well as transferring techniques Partnership even with a competitor 22

23 03. B2B Collaboration An Example of B2B Collaboration Shinmoorim Co. at Hansol Co. at Integrated Internet Marketing, Doohee Lee, Pakyoungsa 23

24 03. B2B Collaboration B2B Collaboration Management Commission-based programs Bounty/flat-fee referral programs Click-through programs Cost-per-thousand impression programs Customer sharing programs Banner sharing Cooperative buying/selling 24

25 03. B2B Collaboration Effects of B2B Collaboration Increasing marketing efficiency Decreasing cost Making synergy effect Discovering new opportunities 25

26 04. C2C Collaboration C2C Collaboration Reciprocal actions between customers A customer exchanges information with other customers. C2C 26

27 04. C2C Collaboration Importance of C2C Collaboration It improves profits or creating values by use of C2C collaboration Establishing virtual communities Establishing peer-to-peer environment It improves a customer s fondness for a company. Virtual culture plays a role of exit barrier. C2C 27

28 04. C2C Collaboration C2C Collaboration Management Virtual community Establishing virtual consumer communities Establishing virtual company communities Peer-to-peer (P2P) Sharing information Supporting virtual communities Virtual Communities Examples Virtual Consumer Communities Virtual Company Communities Locations Demographics Themes Vertical Industries Functions Locations Businesses Seoul, New York, Paris, Parents, Children, Politics, Music, Agriculture, Bio, Procurement, Logistics, Marketing, Seoul, Iksan, Exporter, SME, 28

29 04. C2C Collaboration An Example of C2C Collaboration Grugru P2P at Integrated Internet Marketing, Doohee Lee, Pakyoungsa 29