internet marketing plan final 9381
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INTERNET MARKETING PLANING
GVHD: TS. NGUYN QUANG TRUNG
NTH: NHM 4
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DANH SCH THNH VIN
Hunh Long H
H Th Kim Cng
Lng Th Ngc Qunh
Nguyn Vnh Lun1
2
3
4
Hong Phng Tho5
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M hnh hnh vi tiu dng
Nghin cu hnh vi tiu dng
N lc gii thch nhng g khch hng mua, u, khi no, bao nhiu v ti sao
M hnh hnh vi tiu dng
Nhm d on quyt nh mua hng
Da trn cc yu t v nhn khu hc v ccbin s trung gian khc
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Ngun: Laudon. K, Traver. C, (2013), E-Commerce, Page 348
M hnh hnh vi tiu dng
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Quyt nh mua hng trc tuyn
Ti sao NTD chn mua hng trc tuynNguyn nhn % tr li
Mua hng thun tin sut 24h 35.1%
D dng so snh gi 33.1%
Giao hng min ph 31.5%
Khng ng c nh ti cc TTTM hoc cc ca
hng
30.8%
Mua hng online thun tin hn 29.2%
D tm kim hng ha hn trong ca hng 17.5%
C nhiu hnh thc mua hng trc tuyn hn 17.4%
Khng tr thu doanh thu 14.9%
Vn chuyn trc tip n ngi nhn qu 13.8%
D so snh cc sn phm vi nhau 11.4%
Ngun: Laudon. K, Traver. C, (2013), E-Commerce, Page 351
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Cc yu t nh hng n quyt nh mua hng trc tuyn
Cc yu t % tr li
Gi c 95%
Giao hng min ph 90%
Tin tng ngi bn 75%
Khng phi tr thu doanh thu 60%
Phiu mua hng trc tuyn c sn 58%
Chnh sch tr/i hng 55%
Lng trung thnh ca khch hng/chng trnh qu
thng
35%
Quyt nh mua hng trc tuyn
Ngun: Laudon. K, Traver. C, (2013), E-Commerce, Page 351
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Quyt nh mua hng trc tuyn
Nhan dang nhu cau
Tm kiem thong tin
anh gia cac kha nang thay the
Quyet nh mua
Hanh vi sau khi mua
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Tin trnh mua hng trc tuyn v cch truyn thng h tr
Th trng Nhn thc NC Tm kimnh gi thay
thMua hng
Hnh vi
mua/lng trung
thnh
Truyn
thng
Truyn thng
i chng
Tivi
Radio
Bn in n
Mng x hi
Catalogs
Qung co trn
bo/giy
Truyn thng i
chng
Nhn vin bn
hng
Xp hng sn phm
n ca hng
Mng x hi
Cc nhm tham
kho
Ngi hng
dn d lun
Truyn thng
i chng
Xp hng sn
phm
n ca hng
Mng x hi
Chiu th
Gi th trc
tip
Truyn thng
i chng
Bn in n
Bo hnh
CSKH
Ph tng thay
th v sa cha
Hi NTD
Mng x hi
Trc tuyn
Banner
Cc trung gian
Cc s kin
Mng x hi
Cng c tm kim
Catalogs trc tuyn
Xem website
Email hng n
KH mc tiu
Mng x hi
Cng c tm
kim
Catalogs trc
tuyn
Xem website
Xem sn phm
nh gi ca
NTD
Mng x hi
Chiu th trc
tuyn
X s
Gim gi
Email hng
n KH mc
tiu
Chng trnh
BH ni bt
Cng ng
ngi tiu dng
Tin ni b
nhm
Email n
khch hng
Cp nht trc
tuyn
Mng x hi
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M hnh hnh vi tiu dng trc tuyn
Ngun: Laudon. K, Traver. C, (2013), E-Commerce, Page 353
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Tin trnh ra quyt nh mua hng l ging nhaukhng k l mua hng thng thng hay trctuyn
M hnh nhn mnh n:
K nng ca ngi dng
c tnh sn phm,
Xu hng mua hng trc tuyn
Nhn thc v vic kim sot qua mi trng web
c im ca website
M hnh hnh vi tiu dng trc tuyn
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Hnh vi click chut (clickstream) l lot cc hotng ca khch hng trn Internet v ghi nhn ccdng ng dn cc trang khch hng i qua.
Tng ng vi im mua hng (Point of purchase) trong mua bn hng truyn thng
M hnh hnh vi tiu dng trc tuyn
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Nhng yu t quan trng nht trong hanh vi click chutbao gm:
S ngy gh trang web gn nht
Tc click chut
S sn phm c xem trong sut thi gian ca lngh trang web gn nht
S lng cc trang web c xem
S lng sn phm c xem
Thng tin v nh cung cp (s tin cy)
S ngy t ln mua cui cng
S ln mua trc y.
M hnh hnh vi tiu dng trc tuyn
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c tnh ni tri hn so vi Marketing truynthng:
Tnh c nhn
Tnh tng tc
Tnh tng ng
Tnh cng ng
S lc v Internet Marketing
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- Web Site
- Marketing Online truyn thng
Marketing thng qua cng c tm kim (Search engine Marketing)
Marketing hin th (Display ad Marketing)
E-mail Marketing
Marketing lin kt
Marketing nh hng (lead-generation Marketing)
Marketing di dng ti tr
Phng thc Internet Marketing
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- Marketing x hi
Marketing thng qua mng x hi(faceboook, google)
Blog Marketing
Twitter Marketing
- Marketing lan truyn
- Mobile Marketing
Phng thc Internet Marketing
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Da trn vic thu hiu nhu cu ca tngc nhn v truyn nhng thng ipMarketing c c nhn ho ph hp vinhu cu ca tng khch hng mc tiu
Marketing mt i mt
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Ngun: Laudon. K, Traver. C, (2013), E-Commerce, Page 387
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53
2
1
4
Ngun: Laudon. K, Traver. C, (2013), E-Commerce, Page 411
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Marketing lan truyn (Viral Marketing)
L mt hnh thc marketing x hi
l qu trnh tm kim khch hng ngim c th chuyn ti thng ip marketingca cng ty n bn b, gia nh v ngnghip
Chi ph tm kim khch hng v duy trkhch hng thp
Cng c thc hin: Email, mng x hi,video, cc trang game
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L 1 hnh thc cng ty tr hoa hng cho cctrang web khc nhm gi n khch hnga ch trang web ca h
Chi tr hoa hng theo phng thc th hin:Tr theo lng truy cp, doanh s bn hnghoc khi mu ng k c hon tt
Marketing lin kt (Affiliate Marketing)
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Nm 2005, ngnh Affiliate Marketing ng gp 20%doanh thu trc tuyn ti M, tng ng 53 t USD(orrester as quoted on ClickZ)
Nm 2006, cc Affiliate trn th gii kim c 6.5 tUSD t cc mng tip th lin kt (MarketingSherpasresearch)
Nm 2012, tng chi tiu cho Affiliate Marketing cadoanh nghip M l 2.99 t USD (Forrester Research)
Nm 2012, ngnh Affiliate Marketing to ra doanh thu1.43 t USD chim 6% doanh thu trc tuyn ti Anh.(IAB)
Marketing lin kt (Affiliate Marketing)
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Merchant: Nh cung cp. L doanh nghip cung cpchng trnh lin kt
Affiliate: Ngi lin kt. L c nhn, doanh nghip thamgia gii thiu sn phm t merchant qua link gii thiu(affiliate link)
M hnh marketing lin kt
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Social Network Marketing
L hnh thc qung co trn mng x hi ang tr nn cc k ph bin vi nhiu i
tng tham gia Mang li mt s thay i trong cch m mi
ngi tng tc x hi Facebook, LinkedIn, MySpace v Twitter l
nhng trang web mng x hi ph bin nht
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Social Network Marketing
Nm 2012
1 t thnh vin Facebook,
140 triu user Twitter hot ng v hn175 triu ngi tham gia vo th giiLinkedin
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Social Network Marketing
Trong nm 2012, 500 cng ty ln nht nc M c ti khon Twitter, 66% c ti khonFacebook, 62% c ti khon YouTube v 28% cblog cng ty.
Coca cola ng ca trang web v thay vo s dng Facebook
Trong nm 2012, cc cng ty M c k vngchi tiu khong 3,1 t USD cho vic qung co xhi. Khong 2 t USD trong lng chi ph ny vo Facebook, hn 80% cng ty M s dngFacebook cho mc ch marketing.
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Blog
Mt thut ng c ngun gc t cp t WebLog hay Weblog dng ch mt tp san cnhn trc tuyn, mt quyn nht k da trnnn web hay mt bn tin trc tuyn nhmthng bo nhng s kin xy ra hng ngy vmt vn g .
Nn tng blog tt nht, thng dng nht trnth gii: WordPress, Opera, Blogspot
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Blog Marketing
V tr cao trong danh sch chin thut qung com cc gim c tip th quan tm
72 triu ngi c blog v 26 triu ngi vitblog
Trong nm 2011, chi tiu trong qung co quablog khong 640 triu USD v c tnh tng ln775 triu USD vo nm 2015.
Tin qung co tp trung trong 100 blog hng um c ch mch lc v hp dn lng c giln.
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Blog Marketing
Mt s hnh thc: Qung co (banner,textlink); Bi vit PR; Bi vit nhgi(review).
Blog Marketing thng c kt hp viSocial Media Marketing v Affiliate Marketing
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S LC NET-A-PORTERLu 6, Jardine House, 1 Connaught Place, Central, Hong Kong
Net-A-Porter Group Limited l nh bn l thitrang cao cp trc tuyn dnh cho n gii hngu th gii.
nh v l mt thng hiu thi trang sangtrng, bao b p v dch v chm sc khchhng vt tri.
Cp nht hng tun vi nhng thng tin vsn phm mi, c xem bi hn 2,5 triu phn mi thng.
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K hoch Marketing www.Net-a-Porter
Tm nhn
Tr thnh mt thng hiu bn l thi trang caocp trc tuyn dnh cho ph n hng u trn thgii
Mc tiu
Tng trng li nhun l 6%nm
S lng truy cp s tng ln 3 triu ngi/thng
S lng khch hng mi s tng 10%/nm
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Chin lc
One to one (marketing c nhn)
Affiliate Marketing (marketing lin kt)
Viral Marketing (marketing lan truyn)
Blog marketing
Social Network Marketing (mng li marketingx hi)
K hoch Marketing www.Net-a-Porter
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One to one (marketing c nhn)
1. Thu thp thng tin khch hng thng qua:Mc Contact Us/Customer Care, StyleAdvice, Net-a-Porter Premier Service haymc Account .v.v
2. Lu tr, Phn tch d liu, to h s khchhng
3. Phn loi khch hng c kh nng to linhun
4. Truyn t thng ip Marketing n tngkhch hng
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Affiliate Marketing (marketing lin kt)
Thc hin chng trnh lin kt, i l(Affiliate) trn website www.Net-a-Porter, migi tham gia.
Thc hin lin kt, hp tc vi cc websitekinh doanh trc tuyn nh: Polyvore, Ebay,Amazon.v.v
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Viral Marketing (marketing lan truyn)
Thc hin chng trnh tng thng cho cckhch hng khi gii thiu c mt khchhng mi mua sn phm ca website. C thnh sau:
Tng mt phn qu nh v mt coupon 10$cho ngi gii thiu c mt ngi khc muasn phm.
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Blog marketing
Xy dng ring mt trang blog ng ti ccbi vit nu cm ngh v cc sn phm.http://editors-photo-diary.net-a-porter.com/
K hp ng vi nhng ngi ni ting vitnhng li nhn xt tch cc v sn phm trnBlog c nhn ca h.
Qung co trn cc Blog thng dng nh:Wordpress, the Fancy.v.v truyn ti thngtin
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Social Network Marketing (marketing mng li x hi)
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CHN THNH CM N
THY V CC BN
CH LNG NGHE!
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