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Іnformatsіyny Marketing - Єzhova LF

14.4. Vikoristannya Internet at marketingovіy dіyalnostі fіrmi

Novim directly dіyalnostі іnformatsіynih staє marketing services yak yelement komertsіynoї dіyalnostі, natsіleny on zadovolennya pevnoї require koristuvacha.

Kontseptsіya marketing for bagato rokіv Svoge іsnuvannya arrogant bagato for Change. Sogodnі naybіlshoї populyarnostі Nabeul model "marketing upravlіnnya" tobto dovgostrokovogo planuvannya i prognozuvannya scho spiraєtsya doslіdzhennya on market analysis, povedіnki i zvichok pokuptsya, vikoristannya Complex metodіv formuvannya popitu i stimulyuvannya poserednikіv, zadovolennya require specific tsіlovih pokuptsіv group. In tsentrі suchasnoї kontseptsії marketing is staying spozhivach, yaky already otsіniv perevagi іnteraktivnogo contact s owner, headache s yakih Je Shvidka reaktsіya on Request, a temple shvidkіst vikonannya of order, zruchnіst otrimannya mayzhe neobmezhenoї Informácie.

E-marketing Zaluchennya kanalіv i zbutu peredbachaє reorganіzatsіyu complex vzaєmopov'yazanih sposobіv, priyomіv i zasobіv prosuvannya tovarіv i poslug on rinok, tobto vsogo of scho nazivayut marketing mіks. Novyi Kanal tovaroobіgu daє zmogu zastosovuvati efektivnіshі zasobi i Metodi advertisements vplivu on spozhivacha i zvorotnogo zv'yazku s it.

Umerі Vіns [19] zaproponuvav 11 printsipіv marketing on the Internet, dotrimuyuchis yakih mozhna dosyagti maksimalnoї efektivnostі:

• Vivchayte that analіzuyte Internet yak zasіb realіzatsії marketing.
• Viznachte svoї tsіlі the Internet, dwellers stink vіdpovіdali іnshim marketing zusillyam.
• Viznachte, hto Je vashoyu tsіlovoyu auditorієyu.
• Viznachte, yak specifically vashі potentsіynі klієnti toil reaguvati on vashі Offers.
• Viznachte have chomu polyagayut perevagi your konkurentіv.
• Z'yasuyte, SSMSC nayvazhlivіshі vashogo product of Quality Hotel Chi naytochnіshe vіdbivayut perevagi vashoї kompanії.
• Oberіt The Weapon (іnstrumenti Internet).
• Virіshіt for Relief yakoї Informácie (for poserednikіv klієntіv i) i yakih mehanіzmіv (prosuvannya) bude realіzovany p. 4.
• Peretvorіt іnformatsіyu in E-format i post on the Internet.
• Prosuvannya (vashoї elektronnoї address) prosuvannya (vashoї Web-storіnki) i just slit prosuvannya (vashogo product).
• Prisluhaytesya to svoїh klієntіv i robіt visnovki (tse neperervny processes).

Zrozumіlo scho mother svіy Vlasnyi the Web-server neobhіdno great kompanіyam-postachalnikam tovarіv i poslug, SSMSC zaymayutsya virobnitstvom aparatno abo zabezpechennya software, system іntegratsієyu, vidavnichoyu right, nadannyam telekomunіkatsіynih poslug. Yakscho Well FIRMA not Got direct to vіdnoshennya bіznesu in areas Komp'yuterniy tehnologіy, telekomunіkatsіy that Informácie abo not Got in svoєmu rozporyadzhennі mogutnіh fіnansovih i lyudskih resursіv then not tse Yea neobhіdnim. However vіdmova od Vlasnyi Web-vuzla zovsіm not oznachaє vіdmovi od vіrtualnogo channel marketing i zbutu.

Otrimati dwellers access to the E-channel marketing, not great vkladayuchi pennies in stvorennya i vmіst Vlasnyi Web-vuzla, dosit become a sponsor of іsnuyuchih s popular Web-serverіv. In yogo abo rozdіlah noviny on spetsіalno vidіlenih storіnkah mozhna rozmіstiti advertising іnformatsіyu about novі Offers abo Method efektivnіshogo vikoristannya vzhe vіdomih produktіv. Korisno takozh stvoryuvati heading obmіnu Dumka schodo svoїh tovarіv, poslug abo tehnologіy. To food, to scho nadhodyat them vіdpovіdatimut yak predstavniki fіrmi sponsor, so i samі "chitachі". Krіm, in danіy rubritsі mozhna vіdpovіdati on Skarga spozhivachіv, Yakscho stink z'yavlyatsya. In tsomu razі perevaga WWW porіvnyano s telephony service servіsnoyu polyagaє in fact, scho yak nadaєtsya mozhlivіst shvidkoї reaktsії so i Pevnyi hour obmіrkovuvannya spokіynoї that kvalіfіkovanoї vіdpovіdі.

Pokupets scho viznachaє tendentsії market analysis, all aktivnіshe osvoyuє kіbernetichny Prostir, tobto globalnі komp'yuternі MEREZHI.

Doslіdzhennya, provedenі in Nіmechchinі, pokazuyut scho serednіy vіk vіdvіduvachіv Web-serverіv becoming rokіv 29; 62% s are abo toil vischu osvіtu, abo blizkі її to completion, great Chastina zvernen to Web-serverіv zdіysnyuєtsya s domashnіh PC i s mіsts robot s vuzіv i shkіl. Shvydko zrostaє Quantity fіrm scho pragnut posіsti Location on the Internet that іnshih zagalnodostupnih trammel. Narіvnі s virobnikami software that aparatno zabezpechennya groshі in Novyi Kanal Marketing i distributsії vkladayut vidavnitstva, fіnansovі іnstituti, pіdpriєmstva turistichnogo i bіznesu shopping.

In nashіy kraїnі koristuvachіv elektronnoї why Ponad 500 tis. Ale s Relief Fund Mіzhnarodnogo Naukova popitu on vsіy kraїnі zbіlshuєtsya Quantity unіversitetіv in yakih navchayut basis pokolіnnya koristuvachіv Internet - visokokvalіfіkovanih fahіvtsіv i spozhivachіv produktіv i poslug.

In Internet yak at novіy іnfrastrukturі marketing zbutu i Pokey not dіє basic principle rinkovoї Economy: popit porodzhuє propozitsіyu. Dosvіd bagatoh kraїn pokazuє scho obsyag іnformatsіynih poslug viznachaє not spozhivach and postachalniki i virobniki. The I poyasnyuєtsya tse power prestige that Bazhanov zaynyati Krashchi Georeferencing on tsomu prospective market analysis.

Krіm of virobniki tovarіv i pryamі postachalniki poslug toil nadіyu Relief for the new channel distributsії pozbutisya poserednikіv, SSMSC stand on high road to rozdrіbnogo traders i spozhivacha.

Brokers, on the Internet that vlashtuvavshis іnshih Komp'yuterniy trammel, zmozhut vitisnuti traditsіynih torgovtsіv, set pryamі vzaєmovіdnosini spozhivachіv virobnikami h, i great Chastina unіvermagіv pripinit svoє іsnuvannya, їh zamіnyat Consumer Response Center - elektronnі desks of order, SSMSC matimut in svoєmu rozporyadzhennі uniquely bіlshy assortment tovarіv proti Suchasnyj supermarketіv.

Not Mensch vazhlivoyu perevagoyu Electonics kanalіv Je tіsnіshy contact іz pokuptsem: from MEREZHI klієnti povіdomlyayut about yourself danі, SSMSC mozhna vikoristati in svoєmu bіznesі. Іnteraktivny contact Zi spozhivachem zabezpechuє takozh tіsnіshu priv'yazku їh to fіrmi. In vіk globalnoї elektronnoї torgіvlі uvazhne representations to pokuptsya camp virіshalnim factor in konkurentnіy borotbі, oskіlki supernik znahoditimetsya of order in odnіy MEREZHI.

Pragnuchi viznachiti his prisutnіst in kіberprostorі, fіrmi povinnі pam'yatati scho elektronnі channeling vimagayut novoї marketingovoї strategії, rozrahovanoї on otrimannya pributku through Pevnyi hour, not pіslya dekіlkoh desyatkіv abo hundreds zvernen to Svoge server.

Oskіlki for prosuvannya іnformatsіynih produktіv i poslug on rіznih stadіyah їh LC vikoristovuyutsya rіznі Vidi marketing, Internet-Hotel TER Je vinyatkom (tab. 14.1).

table 14.1

Zvyazok zhittєvih tsiklіv іnformatsіynogo product is the Internet-Hotel