home Marketing Іnformatsіyny Marketing - Єzhova LF

Іnformatsіyny Marketing - Єzhova LF

14.3. Vikoristannya Internet at zbutovіy dіyalnostі fіrmi

Nezvazhayuchi on vіdnosnu novelty, Internet-sales ( "merezhevy shopіng") Got dosit gliboke korіnnya: traditsіynu tovarіv why delivery system, yak slit originated in stolіttі passed in Nіmechchinі that Anglії (sogodnі such views servіsu koristuyutsya blizko 40% anglіytsіv). The US railway system onlaynovoї torgіvlі (scho zatsіkavila komersantіv viklyuchno efektivnіstyu operatsіy) zovsіm recently priyshla on zmіnu rozdrіbnіy, yak Got deprivation 10-15 rіchnu іstorіyu - velikі unіversalnі Magasini i torgovі Complex Pocha z'yavlyatisya in the United States in the 80 Rokach. Uvazhaєtsya scho sogodnі amerikantsі roblyat buying MEREZHI for dwellers zekonomiti hour groshі, nerves.

Pid komertsієyu Electron (e-kommerce) rozumіyut sales tovarіv i poslug for Relief E-komunіkatsіy, yak usually via the Internet. Іsnuє dekіlka models pobudovi shopping bіznesu in MEREZHI: Online Shop (Web-shop, e-shop, e-shop), catalogs, dovіdniki, auctions, torgovі center, іnformatsіynі CLIENTS that іn. Yogo osnovnі funktsії, factuality, zvodyatsya to these:

• nadannya klієntu information The Hotel i Flea;
• otrimannya od klієnta of order;
• zdіysnennya rozrahunkіv s pokuptsyami (at pіdklyuchennі Internet-shop to elektronnoї platіzhnoї system);
• vіdpravlennya paid goods (at torgіvlі іnformatsієyu).

Funktsіonuyuchі in MEREZHI Magasini shaping can Buti troh tipіv:

Internet-vіtrina - tse rozshirennya a simple Web-site traders priznachene for nadannya information The Hotel Flea i scho Yea rіznovidom ADs; vitrati on її stvorennya i pіdtrimku dosit nizkі.

Torgovelny automatic Mauger priymati of order, SSMSC potіm peredayutsya in service robots klієntami s (for the scheme of with such a pratsyuyut bagato of Ukrainian online torgovelnih maydanchikіv).

Automaticity store daє zmogu not tіlki vibrato goods that oformiti of order, ale th in razі vikoristannya platіzhnoї Sistemi i oformiti priynyati payment of order to delivery tovarіv pokuptsyam.

Perche nіzh rozpochati Electonics komertsіyu, neobhіdno vіdpovіsti on takі power:

• SSMSC categories (tsіlovі Grup) spozhivachіv prisutnі in kіberprostorі vzhe at once abo z'yavlyatsya nezabarom there?
• SSMSC Flea i Hotel pridatnі for prosuvannya i poshirennya by e-channels?
• yak merezheva Service naybіlshoyu mіroyu vіdpovіdaє Especially vashogo product Abo Hotel?
• Yakima rank "priv'yazati" klієntіv Svoge to E-channel?
• SSMSC zmіni guilty zaznati marketing mіks?

Nayvazhlivіshimi Je vіdpovіdі on Pershi Two power.

Before prosuvannya by e-channels pridatnі whether SSMSC goods, SSMSC potrіbnі wide Cola spozhivachіv, ale is not zavzhdi Je in magazinі close by. Before tsієї the category nalezhat, napriklad, avtomobіlі, turistichnі putіvki, bankіvskі Hotel, neruhomіst and takozh goods, SSMSC proponuyutsya widely in TV shops. Yakscho task fіrmi not obmezhuєtsya Advertising i vivchennyam popitu then neobhіdno viznachiti sposіb delivery of order tovarіv pokuptsevі.

For marketing i zbutu in kіberprostorі pіdhodyat takozh goods, scho good vіdomі spozhivachevі, abo takі scho toil spiritually, not materіalnu tsіnnіst, napriklad, receipts at a concert chi sportivnі come in, if the motive pridbannya їh Je not yakіst decorated, and the concert abo Zahid . Zvichayno Well, іnformatsіynі Flea naybіlsh pridatnі for prosuvannya by e-channels.

Naybіlsh promising vvazhayutsya Dvi FORMS E-Marketing i zbutu - "unіvermag" i "bіrzha". For pershoї prosuvayutsya rіznomanіtnі goods, spozhivach povertatimetsya tudi, znayuchi scho melodiously znayde those scho Yomou neobhіdno. For Druha - prosuvayutsya produkti odnієї the category, ale obov'yazkovo rіznih virobnikіv (in іdealі - vsіh representation at the market). Populyarnіst "bіrzhovogo" server viznachaєtsya vpevnenіstyu pokuptsya in fact, scho s representation at the market tovarіv vіn zmozhe vibrato vіdpovіdny Yomou for svoїmi spozhivchimi vlastivostyami i tsіnoyu.

Neobhіdno take to uwagi, scho ninі tsіle pokolіnnya (mayzhe 100 million dіtey) viroslo to Internet іdeyah, stink vstigli oznayomitisya s digital tehnologіyami i zdatnі zdіysniti revolyutsіyu in marketing i Vivest scope spozhivannya on Novi yakіsny rіven already sogodnі. Tіlki the US dіti roblyat purchase bіlsh yak 150 bn., Stink pochinayut vіdіgravati all vazhlivіshu role in household vedennі Gospodarstwa, oskіlki navichki access to toil of Internet, there znahodyat porіvnyalnі characteristics produktіv, viroblenih rіznimi kompanіyami. Spetsіalіsti s marketing rozumіyut scho іnkoli, dwellers prodatsya goods dad requiring zatsіkaviti dіtey, and neobhіdno vrahovuvati etichnі that INSHI naslіdki takoї marketingovoї dіyalnostі. In Persha Cherga tse stosuєtsya visokotehnologіchnih produktіv i poslug.

Predstavnikam "merezhevogo pokolіnnya" potrіbne gnuchke kerovane seredovische Where Money Does mozhna vplivati ​​on perelіk zaproponovanih kompanіyami іnformatsіynih produktіv i poslug. Pong bazhayut mother programnі produkti bezkoshtovno, primushuyuchi virobnikіv vіdmovlyatisya od sale svoїh rozrobok i novih shukati forms otrimannya dohodіv. Pong hotіli b ROBIT purchase, not vihodyachi s home. You can hover nova marketing formula "merezheve pokolіnnya merezhevі tehnologії + = E-torgіvlya".

Warm up Poshuk neobhіdnih tovarіv (programnі agents) zdіysnyuyut Poshuk Quest characteristics (yakostyami) product i uwagi not zvertayut trademark fіrmi-virobnika. Tobto in kіberprostorі OAO All torgovі brand rіvnі before koristuvachami software agentіv scho Mauger mother nebazhanі naslіdki for viznanih brands. In kіberprostorі populyarnіst brands zrostaє mittєvo (napriklad, rozpovsyudzhennya produktіv Netscape).

Infect vazhko peredbachiti, yakoyu bude Internet-torgіvlya 10-20 rokіv. Mozhlivo before the hour vzagalі zіtrutsya vіdmіnnostі mіzh Electonics zvichaynoyu komertsієyu i, i navіt traditsіynih in stores for purchases mi rozrahovuvatimemosya for Relief E-gamantsya, vbudovanogo Mobile phone in the phone abo godinnik.