internet marketing plan final 9381

INTERNET MARKETING PLANING

GVHD: TS. NGUYN QUANG TRUNG

NTH: NHM 4

DANH SCH THNH VIN

Hunh Long H

H Th Kim Cng

Lng Th Ngc Qunh

Nguyn Vnh Lun1

2

3

4

Hong Phng Tho5

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


Nhm d on quyt nh mua hng

Da trn cc yu t v nhn khu hc v ccbin s trung gian khc

Ngun: Laudon. K, Traver. C, (2013), E-Commerce, Page 348


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%


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%




Nhan dang nhu cau

Tm kiem thong tin

anh gia cac kha nang thay the

Quyet nh mua

Hanh vi sau khi mua

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

M hnh hnh vi tiu dng trc tuyn


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


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


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.


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

- 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

- Marketing x hi

Marketing thng qua mng x hi(faceboook, google)

Blog Marketing

Twitter Marketing

- Marketing lan truyn

- Mobile Marketing

Phng thc Internet Marketing

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

53

2

1

4


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

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)

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)

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

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


Nm 2012

1 t thnh vin Facebook,

140 triu user Twitter hot ng v hn175 triu ngi tham gia vo th giiLinkedin


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.

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

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.

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

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.

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

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

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

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

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.

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

Social Network Marketing (marketing mng li x hi)

CHN THNH CM N

THY V CC BN

CH LNG NGHE!

internet marketing plan final 9381

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