1、出处:Lee C Y. A New Marketing Strategy for E-CommerceC/Informing Science+ IT Education Conference. 2003: 301-307.外文文献与翻译 文献原文 A new marketing strategy for E-commerce Exploring the ideas of product, place, price and promotion, and applying them to e-commerce problems is the main focal point
2、 of this article part in the success of e-commerce. There fore, concentrating on these concepts will prove to be of the utmost importance as an e-commerce provider. Product One of the main issues of concern is the in tangibility of purchasing online. The intangibility is caused by not being able to
3、focus on tangible aspects when purchasing online. The customer cant actually touch of feel a product, which increases the risk of the purchase. The key to reducing intangibility is creating tangible cues that the customer recognizes. Creating a positive brand image will reduce the risk. For example,
4、 buying a product that has a quality image will reduce the risk for customers. Companies need to focus on creating a positive and reliable brand name. Stressing the actual or perceived benefits received from the product can also reduce intangibility. Relaying to the customer that they will be very s
5、atisfied with the benefits of the product is important. For example, if a company sales golf clubs online, they want to stress concept that they will hit the ball farther and straighter, which will allow the person to increase their enjoyment when playing golf. Also, focusing on the actual component
6、s of the product is important. Explaining the benefits of the clubs grip and shaft in the product will also redirect the attention away from the intangible aspects. Focusing on advantages of buying on line is also important for companies to achieve increased sales. On the web site it is important to
7、 convey the convenience of buying your product online. Conveying the message that your product is conveniently accessible, lets the customer understand that they dont need to stand in lines or deal with other customers. Long lines and other customers can keep customers from buying or decrease the am
8、ount they are willing to purchase. Explaining the convenience of buying on line is a good way to reduce the problem of intangibility. There are some instances where the convenience of online buying can be diminished. When the customer finally decides to purchase a good its important for this transac
9、tion to be quick and concise. The quicker this action can be done accurately the better. If it takes a long time for this action, customers may defect and buy the product through a local retail outlet companies need to be aware of this and implement the proper technology to assure that this barrier
10、is minimized. Place Some of the distribution problems are uncontrollable at this point in the life cycle of the Internet, in some instances the problem of delivering the product to the customers isnt the fault of the online company. Nearly every online company does choose to outsource the delivery f
11、unction, which at this point is the most efficient. Online companies are having a difficult time satisfying their customers, because of something that isnt their fault. The company that they select to ship their product isnt handling the demand. For high volume companies this can be easier to solve.
12、 There is a definite need for companies to manage the relationship with the shipping companies. The bigger the company the more power it posses in the supply chain. The have the ability to hurt the shipping company by choosing to change shippers. Even though there are few shipping companies, the onl
13、ine company can claim they will switch, if their quality of service doesnt increase. By threatening a switch, it will hopefully create better service for a large company. One of the biggest problems with online buying is the lack of automated inventory and warehousing systems. The lack of automation
14、 really hinders in the efficiency and speed of meeting the customer needs. For small companies, it is a good idea to outsource the warehouse and distribution functions, because they arent efficient enough to meet customers needs. Outsourcing will reduce the actual profit, because it is expensive. Ov
15、er time it will prove to be beneficial, because it will help in building loyalty. The most important thing to understand is choosing the correct outsourcer. Companies want to pick an outsourcer that isnt overbooked with clients so they can efficiently handle demand requirements. Large online compani
16、es really need to consider automating the inventory and warehousing functions. This may be the best way to stay competitive in the future. The use of logistics consultants is a good strategy to assist in choosing an automated system that matches company needs. Price Price is very important when deal
17、ing with e-commerce problems. Price can be a key issue when trying to increase demand or when decreasing demand. Price is definitely a weapon of choice by many companies. The two typical pricing methods are skimming and penetration. Skimming pricing is charging a high price when the product is relat
18、ively new, in hope of making more profit. Penetration pricing is deployed to capture a large market share. The theory is based on creating a large market share, by being lower than competitors. To increase demand, e-commerce companies need to focus on penetrating the market. This will work best for
19、products that are in the introduction and growth stage. If the product is near the maturity stage, lowering the price wont increase profits very much. For relatively new products, offering the product below competitors will increase demand. Pricing of a product an reduce demand without reducing prof
20、it. If an online company is doing very well, but isnt able to keep up with the current demand, it may be smart to actually raise the price of the product. This will do two things； it will keep profits at the same level, but allows the logistics department to handle the orders more efficiently. If co
21、mpanies cant keep up with demand, it will reduce the satisfaction of the customer, which will reduce the loyalty of the customer. A solution to keep customers happy is by reducing the demand through increasing the price, which will lower the number of purchases. Reducing the purchases will allow the
22、 company to match demand； in return it will be easier to keep current customers. It is believed that keeping current customers is five times cheaper than finding new ones. When raising the price, it must be by a marginal amount, enough not to cause switching of loyal customers. Doing this will allow
23、 a company to keep the same profit and manage demand more efficient. This solution may want to be done until the company can acquire an automated system. Price bundling is packaging products together for one price. Using this tactic can be beneficial when doing business online. This can increase sal
24、es for a company, because customers feel they are getting more value for their money. Increasing the value will reduce the risk for customers. Reducing the price by say 10%, it can allow a company to increase sales. Sometimes this an be done with a product that is trying to be liquidated. This is a
25、chance for the company to accomplish two things: increase sales and reduce unwanted inventory. Promotion Promotion is an important part when selling the product； it is a necessary function for e-commerce companies. This is one of the key facets in acquiring customers is important, but more attention
26、 and money needs to be spent on the place factors, such as warehousing and distribution functions. Some of the budget promotion money should be spent on developing better relations with distribution functions. Some of the budget promotion money should be spent on developing better relations with dis
27、tributors. Creating a strong bond with the delivery carriers will enhance the value of the company. This can be done through personal dealings with vendors. Doing such things as taking their representatives to events or to dinner can build a loyal relationship. These activities are inexpensive means
28、 that can really give an advantage to an e-commerce company. Some troubles for e-commerce companies are the inability of customers to find the web page. If they cant find the web page, it creates a barrier in achieving increased sales. The current technology of search engines, such as Yahoo and Exci
29、te, are very broad in nature. When looking for a specific company it will bring up a vast variety of topics. It takes a while to narrow down the possible entries to find the intended company. Reducing the time spent looking for a web site can increase the satisfaction of the customers. If they must
30、spend twenty minutes looking for a particular site, they may stop before they find it. A company can use promotion to combat these problems. The best way to combat the problem is using promotions that give the web site address. If the product is high involvement, using advertising that is in magazin
31、es and newspapers should be efficient. For high involvement goods, people actively search for possible solutions to their problem. If the product is low involvement, people will not be actively searching for the product, so pro motional activities must be intense. This can be accomplished by getting
32、 a large number of advertisements into television and radio vehicles. Another possible promotional vehicle is using hyperlinks. Hyperlinks allow a direct passage from another web site. This makes it very easy to find a particular web site. Hyperlinks are usually most efficient when implemented on a
33、web site of similar material. In addition, there is no need to alienate customers or promotional tactics. False or unethical marketing as become an issue in recent years, it isnt uncommon to find many of these web sites. This can be just puffery or it can be full blown bait-and-switch tactics. B has built a reputation in participating in false advertising on their web site.
