網路行銷 楊子青 B-1 E-Marketing Plan ( 網路行銷企劃 ) P Legal- Ethical Technology Competition Other factors E-Business Strategy/ Model Performance Metrics SWOT E-Marketing Strategy Implementation Marketing Mix/CRM Markets Internet E S

網路行銷 楊子青 B-2 Overview The Playboy Story A Six-Step E-Marketing Plan Link E-Business with E-Marketing Strategy Situation Analysis Design Implementation Plan to Meet the Objectives Formulate Objectives Budgeting Evaluation Plan

網路行銷 楊子青 B-3 1. The Playboy Story 1990s: A plan to add multimedia content channels. After years of declining circulation and revenues. Channels include: cable TV, digital media, videos, and the Internet to its magazine format. Playboy TV: sexy entertainment for couples. Playboy web site: take full advantage of the interactivity and multimedia carrying capabilities.

網路行銷 楊子青 B-4 The Playboy Story (1) Based on a thorough understanding of the firm’s assets. A strong brand, A base of 4.5 million readers, Extensive editorial ( 龐大的編輯 ), Advertising sales experience, The Playboy bunnies ( 兔女郎 ). (2) Goal: Diversify ( 多角化 ) the business.

網路行銷 楊子青 B-5 The Playboy Story (3) A marketing plan for generating revenues from: Advertising. Entice ( 慫恿 ) traditional advertisers to extend their magazine reach to new online markets. E-Commerce: Sell Playboy-brand items online. Online gaming. Displays horse races, sends s to notify, and provides betting tips ( 賭金 ) from popular Playboy Bunnies. Online events. Users can join the Cyber Club for $60 a year and view behind-the-scenes ( 幕後花絮 ) content. (4) Evaluation Is still losing money, but less than magazine industry average. Bet on online gaming to draw future revenues.

網路行銷 楊子青 B-6 2. A Six-Step E-Marketing Plan It is a guiding, dynamic document that links the firm’s e-business strategy (e-business model) with technology-driven marketing strategies and lays out ( 規劃 ) details for plan implementation through marketing management. It serves as a roadmap to guide the direction of the firm, allocate resources, and make tough decisions at critical junctures ( 危機 ).

網路行銷 楊子青 B-7 SWOT, Objective, and Metric Example from E-Business Plan OpportunitiesThreats 1. Hispanic ( 拉丁美洲 ) markets growing and untapped ( 尚未開發 ) in our industry. 2. Save postage ( 郵資 ) costs through marketing. 1. Pending ( 懸而未決 ) security law means costly software upgrades. 2. Competitor X is aggressively using e- commerce. StrengthsWeaknesses 1. Strong customer service department. 2. Excellent Web site and database system. 1. Low tech corporate culture 2. Seasonal business: peak ( 尖峰 ) is summer months. E-business Goal: Initiate e-commerce in within one year. Metric: Generate $500,000 in revenues from e-commerce during the first year.

網路行銷 楊子青 B-8 Step 1: Situation Analysis Review: The firm’s environmental and SWOT analyses. The existing marketing plan and any other information that can be obtained about the company and its brands. The firm’s e-business objectives, strategies, and performance metrics.

網路行銷 楊子青 B-9 SWOT Analysis Opportunity/ Threat The competition and looks at external environment 法律 / 政治、科技環境、使用者趨勢、全球市場 … Strength/ Weakness The company’s internal capability

網路行銷 楊子青 B-10 Key Internal Capabilities for E- Business (Adapted from Kalakota & Robinson, 1999) Internal CapabilityExamples Customer interactions Customer service, distribution channels Production and fulfillment SCM, production scheduling, inventory management People Culture, skills, knowledge management, leadership Technology ERP systems, legacy applications, networks, Web site, security, IT skills Core infrastructure Financial systems, R&D, HR

網路行銷 楊子青 B-11 SWOT Example: Amazon.com StrengthA smart and talented team that stayed focused and learned what it didn’t know. WeaknessNo experience in: - Selling books - Processing credit card transactions - Boxing books for shipment ( 原本在地 板上打包，後來才訂做專用的工作桌 ) OpportunityTo sell online. ThreatA full-scale push by one of the large bookstore chains to claim the online market. ( 大型連鎖 書店 Barnes&Noble 宣稱要進入網路市場 )

網路行銷 楊子青 B-12 Step 2: Link E-Business with E-Marketing Strategy Create supporting e-marketing strategy 【投 影片 C 】 for the e-business goals. Segmentation Targeting Value Positioning Differentiation Communication Distribution Offer E-Marketing Strategy Tier 1 tasks Tier 2 tasks

網路行銷 楊子青 B-13 Create supporting e-marketing strategy for the e-business goals Tier 1 strategy 【投影片 D 】 segmentation, targeting strategies differentiation, positioning strategies Tier 2 strategy: 4P’s and relationship management offer (product) strategies 【投影片 F 】 value (pricing) strategies 【投影片 G 】 distribution (place) strategies 【投影片 H 】 communication (promotion) strategies 【投影片 E 】

網路行銷 楊子青 B-14 Step 3: Formulate Objectives An objective takes the form: Task (what is to be accomplished), e.g. : 【投影片 C 】 Increase market share, Increase sales revenue, Reduce costs, Improve databases, Achieve customer relationship management goals, Improve supply chain management… Measurable quantity (how much), Time frame (by when).

網路行銷 楊子青 B-15 Example of E-Marketing Objective-Strategy Matrix Online Goals Online Strategies Online Advertising Database Marketing Direct Online Sales Find affiliatesNo Gather customer information NoYes Improve customer service NoYes Increase brand name awareness Yes Sell goods or services Yes

網路行銷 楊子青 B-16 Step 4: Design Implementation Plan to Meet the Objectives Select tactics ( 戰術 ) or detailed plans to achieve the objectives. Design e-marketing mix tactics. product/service offering pricing/valuation distribution/supply chain integrated communication mix Design relationship management tactics. Design information gathering tactics. Design organizational structures for implementing the plan.

網路行銷 楊子青 B-17 Step 5: Budgeting Forecast revenues. include Web site direct sales, advertising sales, subscription fees, affiliate referrals, sales at partner sites, commissions, and other fees. Evaluate costs. employees, hardware, software, web site… Identify the expected returns from an investment. Determine whether the effort is worthwhile. Cost/benefit analysis, ROI ( 投資報酬率 ) calculation…

網路行銷 楊子青 B-18 Step 6: Evaluation Plan Identify appropriate performance metrics. Once the e-marketing plan is implemented, its success depends on continuous evaluation. Before to Measure Success, firms used: Financial performance (e.g. ROI), Market share, The bottom line (profits). BUT these approaches are narrowly focused and place more weight on short-term results rather than addressing the firm's long-term sustainability.

網路行銷 楊子青 B-19 The Balanced Scorecard Four Perspectives ( 透視觀點 ) Customer Perspective Internal Business Perspective Innovation and Learning Perspective Financial Perspective Goals Measures GoalsMeasuresGoalsMeasuresGoalsMeasures

網路行銷 楊子青 B-20 Customer Perspective Scorecard Example Customer Perspective Example GoalsPossible Measures  Build awareness of a new Web site service  Survey target awareness of service  Number of visitors to the site  Position firm as high tech  Survey target attitudes  Increase number of software downloads from the Web site  Number from Web site log  High customer satisfaction with Web site  Survey of target at Web site  Number of visits and activity at site  High customer satisfaction with value of online purchasing  Number of complaints ( , phone)  Number of abandoned shopping carts  Sales of online versus offline for same products

網路行銷 楊子青 B-21 Internal Perspective Scorecard Example Internal Perspective Example GoalsPossible Measures  Improve the quality of online service  Number of customers who use the service  Time to run the service software from Web site  Quality online technical help  Amount of time to answer customer  Number of contacts to solve a problem  Number of problems covered by Web site FAQ  Quick product cycle time  Number of days to make the product

網路行銷 楊子青 B-22 Innovation and Learning Perspective Scorecard Example Innovation and Learning Perspective Example GoalsPossible Measures  Online service innovation  Number of new service products to market in a year  Number of new service features not offered by competitive offerings  Percent of sales from new services  Continuous improvement in CRM system  Number of employee suggestions  Number/type of improvements over time  Increased value in knowledge management system  Number of accesses by employees  Number of knowledge contributions by employees

網路行銷 楊子青 B-23 Financial Perspective Scorecard Example Financial Perspective Example GoalsPossible Measures  Increase market share for online products  Market share percentage (firm’s sales as percentage of industry sales)  Double digit sales growth  Dollar volume of sales from one time period to the next  Target 10% ROI within one year for each new product  ROI  Lower customer acquisition costs (CAC)  CAC (costs for advertising, etc. divided by number of customers)

網路行銷 楊子青 B-24 Scorecard Benefits Balance long-term and short-term measures. Go beyond financial metrics in measuring many different aspects. A great communication tool because employees can use the scorecard as a guide to coordinate their efforts. The are flexible and allow firms to select appropriate metrics for their goals, strategies, industry, and specific vision.