the evolution of marketing thoughts national taiwan university the center for excellent marketing...
Post on 20-Jan-2016
215 views
TRANSCRIPT
The Evolution of Marketing ThoughtsThe Evolution of Marketing Thoughts
National Taiwan UniversityThe Center for Excellent Marketing Research 任立中 Lichung Jen
市場的演進市場的演進The Revolution of The Revolution of MarketMarket
鐵路網(早期)與公路網(近期)創造了國內市場 (National Market)
海運網(早期)與航空網(近期)創造了國際市場 (International Market)
電訊網(早期)與 WWW (近期)創造了全球市場 (Global Market)
19 世紀美國鐵路網的發展( 1840 and 1850 )
Source: D. Philip Locklin, Economics of Transportation, 1960, p. 86.
Source: D. Philip Locklin, Economics of Transportation, 1960, p. 87.
19 世紀美國鐵路網的發展( 1860 )
Source: D. Philip Locklin, Economics of Transportation, 1960, p. 88.
19 世紀美國鐵路網的發展( 1870 )
Source: D. Philip Locklin, Economics of Transportation, 1960, p. 89
19 世紀美國鐵路網的發展( 1880 )
Source: D. Philip Locklin, Economics of Transportation, 1960, p. 90.
19 世紀美國鐵路網的發展( 1890 )
Spontaneous Economic Combustion Spontaneous Economic Combustion
Labor Specialization Consumption Satiation
National Taiwan UniversityThe Center for Excellent Marketing Research 任立中 Lichung Jen
自自 19501950 年代以後,鐵公路網的成熟代表行銷通路年代以後,鐵公路網的成熟代表行銷通路的效率達到高峰,使得傳統所謂的「大量生產」、的效率達到高峰,使得傳統所謂的「大量生產」、「大量配送」、「大量消費」的生產與銷售導向時「大量配送」、「大量消費」的生產與銷售導向時期面臨瓶頸,意味著期面臨瓶頸,意味著行銷導向行銷導向時代的來臨。時代的來臨。
The Evolution of MarketingThe Evolution of MarketingThe Evolution of MarketingThe Evolution of Marketing
Production EraProduction Era
Sales EraSales Era
Marketing EraMarketing Era
RelationshipRelationshipMarketing EraMarketing Era
National Taiwan UniversityThe Center for Excellent Marketing Research 任立中 Lichung Jen
Orientation:
Business philosophy focusing on manufacturing efficiency;
demand exceeds supply = seller’s market
Dominant time period: Prior to the 1920s
The Evolution of MarketingThe Evolution of MarketingThe Evolution of MarketingThe Evolution of Marketing
Production EraProduction Era
National Taiwan UniversityThe Center for Excellent Marketing Research 任立中 Lichung Jen
Orientation: Business philosophy focusing on selling existing products;
supply exceeds demand = buyer’s market
Dominant time period: Prior to the 1950s
Sales EraSales EraThe Evolution of MarketingThe Evolution of MarketingThe Evolution of MarketingThe Evolution of Marketing
National Taiwan UniversityThe Center for Excellent Marketing Research 任立中 Lichung Jen
Orientation:Business philosophy focusing on consumer wants and needs; any supply/demand situation
Dominant time period: Last half of 20th century
Marketing EraMarketing EraThe Evolution of MarketingThe Evolution of MarketingThe Evolution of MarketingThe Evolution of Marketing
National Taiwan UniversityThe Center for Excellent Marketing Research 任立中 Lichung Jen
Orientation:Business philosophy focusing on reinforcing the customer-oriented focus of the marketing era
Dominant time period: Last decade of 20th century
Relationship Marketing EraRelationship Marketing EraThe Evolution of MarketingThe Evolution of MarketingThe Evolution of MarketingThe Evolution of Marketing
National Taiwan UniversityThe Center for Excellent Marketing Research 任立中 Lichung Jen
AMA Definition of Marketing
Marketing is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that will satisfy individual and organizational objectives
National Taiwan UniversityThe Center for Excellent Marketing Research 任立中 Lichung Jen
Exchange ProcessExchange ProcessExchange ProcessExchange Process
Process by which one or more parties give something of value to each other to
satisfy perceived needs
National Taiwan UniversityThe Center for Excellent Marketing Research 任立中 Lichung Jen
ExchangesExchangesExchangesExchanges
Learning EnvironmentLearning EnvironmentLearning EnvironmentLearning Environment
TuitionTuitionTuitionTuition
Promised ActionPromised ActionPromised ActionPromised Action
VotesVotesVotesVotes
National Taiwan UniversityThe Center for Excellent Marketing Research 任立中 Lichung Jen
ExchangesExchangesExchangesExchanges
FeeFeeFeeFee
ConsultingConsultingConsultingConsulting
Products/servicesProducts/servicesProducts/servicesProducts/services
MoneyMoneyMoneyMoney
National Taiwan UniversityThe Center for Excellent Marketing Research 任立中 Lichung Jen
Broader Definition of MarketingBroader Definition of MarketingBroader Definition of MarketingBroader Definition of Marketing
The definition of marketing includes the non-profit
sector of society (homeless shelter)
National Taiwan UniversityThe Center for Excellent Marketing Research 任立中 Lichung Jen
Broader Definition of MarketingBroader Definition of MarketingBroader Definition of MarketingBroader Definition of Marketing
The definition of marketing includes the non-profit
sector of society (U.S. Army)
National Taiwan UniversityThe Center for Excellent Marketing Research 任立中 Lichung Jen
Broader Definition of MarketingBroader Definition of MarketingBroader Definition of MarketingBroader Definition of Marketing
The definition of marketing includes the non-profit
sector of society (societal cause)
National Taiwan UniversityThe Center for Excellent Marketing Research 任立中 Lichung Jen
Broader Definition of MarketingBroader Definition of MarketingBroader Definition of MarketingBroader Definition of Marketing
The definition of marketing includes the non-profit sector of society (forest
protection)
National Taiwan UniversityThe Center for Excellent Marketing Research 任立中 Lichung Jen
The Marketing ConceptThe Marketing ConceptThe Marketing ConceptThe Marketing Concept
Customer orientation Coordinated effort by all departments of
the firm to satisfy customers Emphasis on long term profit
National Taiwan UniversityThe Center for Excellent Marketing Research 任立中 Lichung Jen
The Backbone of Marketing ConceptThe Backbone of Marketing Concept
HeterogeneityHeterogeneityDynamicDynamic
National Taiwan UniversityThe Center for Excellent Marketing Research 任立中 Lichung Jen
實體配送通路 (Physical Distribution and Channel) ( 註:近年來演變成為 Logistics 流通學派,而最新的進展變成 Supply Chain Management 供應鏈管理學派)
消費者行為學派 (Consumer Behavior)
行銷策略學派 (Strategic Marketing)
行銷決策模式學派 (Marketing Decision Models)
行 銷 學 派行 銷 學 派The Schools of MarketingThe Schools of Marketing
National Taiwan UniversityThe Center for Excellent Marketing Research 任立中 Lichung Jen
行銷思潮之演進行銷思潮之演進行銷思潮之演進行銷思潮之演進
被動式行銷
主動式行銷
互動式行銷
連鎖式行銷
National Taiwan UniversityThe Center for Excellent Marketing Research 任立中 Lichung Jen
被動式行銷被動式行銷Reactive MarketingReactive Marketing
被動式行銷被動式行銷Reactive MarketingReactive Marketing
行銷網路Marketing Internet
行銷網路Marketing Internet
網路行銷Internet Marketing
網路行銷Internet Marketing
National Taiwan UniversityThe Center for Excellent Marketing Research 任立中 Lichung Jen
19991999 年,傳統媒體上(年,傳統媒體上(電視、廣播、報紙)充斥電視、廣播、報紙)充斥著 著 dot com dot com 公司的廣公司的廣告,不斷的提醒、刺激消告,不斷的提醒、刺激消費者上網購物。費者上網購物。
National Taiwan UniversityThe Center for Excellent Marketing Research 任立中 Lichung Jen
網路零售業者網路零售業者 ((e-Retailers)e-Retailers) 在傳統媒體上所在傳統媒體上所做的廣告是依照傳統的行銷手法進行「行做的廣告是依照傳統的行銷手法進行「行銷網路」。但是到銷網路」。但是到了了 20002000 年時,這些年時,這些 e-Retailerse-Retailers 開始執開始執行「網路行銷」之行「網路行銷」之後,花在傳統媒體後,花在傳統媒體上的廣告預算便大上的廣告預算便大幅縮減。幅縮減。
行銷網路行銷網路Marketing InternetMarketing Internet
(1999)(1999)
行銷網路行銷網路Marketing InternetMarketing Internet
(1999)(1999)
網路行銷網路行銷Internet MarketingInternet Marketing
(2000)(2000)
網路行銷網路行銷Internet MarketingInternet Marketing
(2000)(2000)
被動式行銷
主動式行銷
互動式行銷
連鎖式行銷
National Taiwan UniversityThe Center for Excellent Marketing Research 任立中 Lichung Jen
被動式行銷被動式行銷((Reactive Marketing)Reactive Marketing)
Customer orientation
Outside-in perspective
Demand determines the supply
Coordinated effort by all departments of the firm to satisfy customers
National Taiwan UniversityThe Center for Excellent Marketing Research 任立中 Lichung Jen
行銷導向思潮的緣起行銷導向思潮的緣起((The Era of Marketing Thoughts)The Era of Marketing Thoughts)
消費者導向( Consumer Orientation )
所有一切的行銷策略都是反應消費者的行為或需求狀況。所以前提是:
你瞭不瞭解你的消費者?如果不, 則你要如何去瞭解你的消費者?
National Taiwan UniversityThe Center for Excellent Marketing Research 任立中 Lichung Jen
National Taiwan UniversityThe Center for Excellent Marketing Research 任立中 Lichung Jen
National Taiwan UniversityThe Center for Excellent Marketing Research 任立中 Lichung Jen
主動式行銷主動式行銷((Proactive Marketing)Proactive Marketing)
Competitive orientation
Inside-out perspective
Supply shapes demand
National Taiwan UniversityThe Center for Excellent Marketing Research 任立中 Lichung Jen
National Taiwan UniversityThe Center for Excellent Marketing Research 任立中 Lichung Jen
SupermarketSupermarket
Supermarket Supermarket + Bakery+ Bakery
Supermarket Supermarket + Bakery+ Bakery+ Delicatessen+ Delicatessen
Supermarket Supermarket + Bakery+ Bakery+ Delicatessen+ Delicatessen+ Florist+ Florist
New EntrantNew Entrant
超級市場的「一次購足」策略,提供多樣化的服務,是塑造需求的明顯案例超級市場的「一次購足」策略,提供多樣化的服務,是塑造需求的明顯案例。。
超級市場的「一次購足」策略,提供多樣化的服務,是塑造需求的明顯案例超級市場的「一次購足」策略,提供多樣化的服務,是塑造需求的明顯案例。。
National Taiwan UniversityThe Center for Excellent Marketing Research 任立中 Lichung Jen
Competitive orientationCompetitive orientation
青箭 強調各種情境使用時機 高涉入區隔
Extra 強調有助於牙齒保健 高涉入區隔
司迪麥 強調青少年自我形象 低涉入區隔
波爾 強調上班族清新自由 低涉入區隔
National Taiwan UniversityThe Center for Excellent Marketing Research 任立中 Lichung Jen
Supply shapes demand Supply shapes demand ((案例一)案例一)Supply shapes demand Supply shapes demand ((案例一)案例一)
超越勞斯萊斯的新寧靜品質超越勞斯萊斯的新寧靜品質
National Taiwan UniversityThe Center for Excellent Marketing Research 任立中 Lichung Jen
Supply shapes demand Supply shapes demand ((案例二)案例二)
National Taiwan UniversityThe Center for Excellent Marketing Research 任立中 Lichung Jen
互動式行銷互動式行銷((Interactive MarketingInteractive Marketing))
互動式行銷互動式行銷((Interactive MarketingInteractive Marketing))
Relationship Orientation Dynamic perspective Supply inter-locks demand Strategic focus - One to One Marketing
National Taiwan UniversityThe Center for Excellent Marketing Research 任立中 Lichung Jen
Marketing Channel FlowsMarketing Channel Flows
National Taiwan UniversityThe Center for Excellent Marketing Research 任立中 Lichung Jen
廠商間( B2B)如果維持某種程度的固定關係將會使的整體的交易成本降低,進而增強彼此雙方聯合對外的競爭力。
內部
化策略聯
盟市場機
制 長期契
約0% 關係程度 100%
短期契
約
National Taiwan UniversityThe Center for Excellent Marketing Research 任立中 Lichung Jen
B2CB2C 與與 B2BB2B 關係行銷之差異關係行銷之差異
廠商與消費者之間並不存在共同利益
需要發展有別於傳統行銷思維的理論
由於消費大眾為數眾多,廠商如何管理大量且異質的
顧客關係?
需要發展有別於傳統行銷策略的手法
National Taiwan UniversityThe Center for Excellent Marketing Research 任立中 Lichung Jen
行銷哲學的核心思維行銷哲學的核心思維
廣義: Exchange 交換 (可包含非營利組織)
狹義: Transaction 交易 (只針對營利組織)
National Taiwan UniversityThe Center for Excellent Marketing Research 任立中 Lichung Jen
ExchangesExchangesExchangesExchanges
Learning EnvironmentLearning EnvironmentLearning EnvironmentLearning Environment
TuitionTuitionTuitionTuition
Promised ActionPromised ActionPromised ActionPromised Action
VotesVotesVotesVotes
National Taiwan UniversityThe Center for Excellent Marketing Research 任立中 Lichung Jen
TransactionTransactionTransactionTransaction
FeeFeeFeeFee
ConsultingConsultingConsultingConsulting
Products/servicesProducts/servicesProducts/servicesProducts/services
MoneyMoneyMoneyMoney
National Taiwan UniversityThe Center for Excellent Marketing Research 任立中 Lichung Jen
ProductProduct DistributionDistribution
PromotionPromotionPricePrice
TargetTarget
MarketMarket
傳統行銷以消費者行為為基礎所發展出的一切行銷策傳統行銷以消費者行為為基礎所發展出的一切行銷策略作為均為了要完成「交易」略作為均為了要完成「交易」
National Taiwan UniversityThe Center for Excellent Marketing Research 任立中 Lichung Jen
行銷哲學的核心思維行銷哲學的核心思維
廣義: Exchange 交換 (可包含非營利組織)
狹義: Transaction 交易 (只針對營利組織)
Relationship 關係
National Taiwan UniversityThe Center for Excellent Marketing Research 任立中 Lichung Jen
Building Relationships with CustomersBuilding Relationships with Customers
Mass Marketing Relationship Marketing
1. A sale is the end of marketing process 1. A sale is the beginning of a relationship
2. The purpose of marketing is to make a sale 2. The purpose is to gain a customer relationship
3. Assuming customers are homogeneity within a segmented market
3. Identify each customer as an individual
4. Focus on short-term sales effect 4. Focus on long-term relationship equity
5. Industrial Economic -- classify industries into manufacture, wholesale, retail, etc.
5. Service Economic -- every business is a service business
6. The relationship is adversarial 6. The relationship is interdependent
7. Transactions are independent 7. Transactions are intercorrelated
8. Differentiation satisfies different needs of a segment market
8. Differentiation creates preferences, and preferences lead to repeated transactions
如何落實顧客關係行銷如何落實顧客關係行銷
National Taiwan UniversityThe Center for Excellent Marketing Research 任立中 Lichung Jen
顧客關係行銷之緣起顧客關係行銷之緣起 1970 年代,經由問卷的填答,定期收集同一消費者的
採購行為 (consumer panel survey data) 1980 年代,隨著電腦大量的適用,零售業逐漸利用結
帳時的掃瞄設備,記錄個別顧客每筆單項紀錄 (scanner panel data)
1990 年代,各行各業均開始建立屬於自己的顧客資料庫,資料庫行銷於焉興起。
零售商與製造商間主宰市場的零售商與製造商間主宰市場的 PowerPower 在誰手上在誰手上,端看誰掌握末端消費者的一舉一動。,端看誰掌握末端消費者的一舉一動。
National Taiwan UniversityThe Center for Excellent Marketing Research 任立中 Lichung Jen
製造商顧客關係行銷案例(一
)
National Taiwan UniversityThe Center for Excellent Marketing Research 任立中 Lichung Jen
製造商顧客關係行銷案例(二
)
National Taiwan UniversityThe Center for Excellent Marketing Research 任立中 Lichung Jen
Relationship Orientation
Build a “small business” relationship with each customer one at a time -- no matter how
large your organization.
National Taiwan UniversityThe Center for Excellent Marketing Research 任立中 Lichung Jen
Dynamic perspective
From Product Life Cycle (PLC) to
Customer Life Cycle (CLC).
互動式行銷互動式行銷 ((Interaction Interaction Marketing)Marketing)
互動式行銷互動式行銷 ((Interaction Interaction Marketing)Marketing)
WWW
連鎖式行銷連鎖式行銷 ((Chain-reaction Marketing)Chain-reaction Marketing)連鎖式行銷連鎖式行銷 ((Chain-reaction Marketing)Chain-reaction Marketing)
WWW WWW
WWW
National Taiwan UniversityThe Center for Excellent Marketing Research 任立中 Lichung Jen
連鎖式行銷連鎖式行銷 ((Chain-reaction Marketing)Chain-reaction Marketing)連鎖式行銷連鎖式行銷 ((Chain-reaction Marketing)Chain-reaction Marketing)
Network orientation Future perspective Neural Supply-Demand System Strategic focus
WWW WWW
WWW
National Taiwan UniversityThe Center for Excellent Marketing Research 任立中 Lichung Jen
National Taiwan UniversityThe Center for Excellent Marketing Research 任立中 Lichung Jen
National Taiwan UniversityThe Center for Excellent Marketing Research 任立中 Lichung Jen
National Taiwan UniversityThe Center for Excellent Marketing Research 任立中 Lichung Jen
實體書局與虛擬書局之比較實體書局與虛擬書局之比較
National Taiwan UniversityThe Center for Excellent Marketing Research 任立中 Lichung Jen
National Taiwan UniversityThe Center for Excellent Marketing Research 任立中 Lichung Jen
藉此設定消費者心
中之參考價格水準
National Taiwan UniversityThe Center for Excellent Marketing Research 任立中 Lichung Jen
藉此降低消費者
心中之決策風險
National Taiwan UniversityThe Center for Excellent Marketing Research 任立中 Lichung Jen
National Taiwan UniversityThe Center for Excellent Marketing Research 任立中 Lichung Jen
National Taiwan UniversityThe Center for Excellent Marketing Research 任立中 Lichung Jen
National Taiwan UniversityThe Center for Excellent Marketing Research 任立中 Lichung Jen
National Taiwan UniversityThe Center for Excellent Marketing Research 任立中 Lichung Jen
National Taiwan UniversityThe Center for Excellent Marketing Research 任立中 Lichung Jen
MIS
DSS
National Taiwan UniversityThe Center for Excellent Marketing Research 任立中 Lichung Jen
行銷決策支援系統Marketing Decision Support System (MDSS)
行銷決策支援系統Marketing Decision Support System (MDSS)
傳統式決策支援系統 專案式 (project)
批次式 (batch)
離線式 (off-line)
National Taiwan UniversityThe Center for Excellent Marketing Research 任立中 Lichung Jen
National Taiwan UniversityThe Center for Excellent Marketing Research 任立中 Lichung Jen
我的名字到現在仍無法被華航確認
National Taiwan UniversityThe Center for Excellent Marketing Research 任立中 Lichung Jen
行銷決策支援系統行銷決策支援系統Marketing Decision Support System (MDSS)Marketing Decision Support System (MDSS)
行銷決策支援系統行銷決策支援系統Marketing Decision Support System (MDSS)Marketing Decision Support System (MDSS)
連鎖式行銷決策支援系統 即時式 (real time)
隨機式 (random assess)
線上式 (on-line)
National Taiwan UniversityThe Center for Excellent Marketing Research 任立中 Lichung Jen
MIS
DSS
統計模式
實體書局與虛擬書局之比較實體書局與虛擬書局之比較
National Taiwan UniversityThe Center for Excellent Marketing Research 任立中 Lichung Jen
Amazon Amazon 執行的不僅僅是新科執行的不僅僅是新科技的連鎖式行銷,它同時也在技的連鎖式行銷,它同時也在執行主動式行銷以塑造消費者執行主動式行銷以塑造消費者
新的購物行為新的購物行為
National Taiwan UniversityThe Center for Excellent Marketing Research 任立中 Lichung Jen
請問各位同學:請問各位同學:
AmazonAmazon 所提供的各項功能,你所提供的各項功能,你覺得有用嗎?覺得有用嗎?
如果覺得非常有用的同學,你會終如果覺得非常有用的同學,你會終其一生只在其一生只在 AmazonAmazon 購買書籍嗎購買書籍嗎??
National Taiwan UniversityThe Center for Excellent Marketing Research 任立中 Lichung Jen
個人隱私權的問題個人隱私權的問題
按照現行法令,廠商不得將消費者個人有關的資料(
不論基本資料或是交易資料)移轉他人使用,既使關係
企業也不行。
可是,廠商本身是不是有權將顧客交易的紀錄予以保
留呢?
National Taiwan UniversityThe Center for Excellent Marketing Research 任立中 Lichung Jen
解決個人隱私權問題的方法解決個人隱私權問題的方法
MIS
DSS
記錄我個人過去的購買行為,以方便查詢、確認。
自己的記事錄與廠商的推薦清單
National Taiwan UniversityThe Center for Excellent Marketing Research 任立中 Lichung Jen
The Requirements of Internet The Requirements of Internet AdvertisingAdvertising
. Right people
. Right products or services
. Right timing
. Right format
. Right position
. Right ANALYSIS
- This is the bottom line
National Taiwan UniversityThe Center for Excellent Marketing Research 任立中 Lichung Jen
實體賣場與虛擬市場的結合實體賣場與虛擬市場的結合賣場虛擬化、網路實體化、關係人性化賣場虛擬化、網路實體化、關係人性化
National Taiwan UniversityThe Center for Excellent Marketing Research 任立中 Lichung Jen
行銷哲學的思維行銷科學的方法