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1、网络营销环网络营销环第1页，本讲稿共36页网络营销直接环境网络营销的直接环境是指互联网所形成的环境网络营销的直接环境是指互联网所形成的环境计算机网络（尤其是互联网，也包括企业内部网计算机网络（尤其是互联网，也包括企业内部网络和企业其他外部网络）络和企业其他外部网络）网络营运商网络营运商各类上网终端所构成。各类上网终端所构成。第2页，本讲稿共36页网络营销间接环境间接环境又成为现实营销环境间接环境又成为现实营销环境微观环境：企业内部除营销部门外的其他部门微观环境：企业内部除营销部门外的其他部门中观环境：从外部直接影响企业的行动者与力量中观环境：从外部直接影响企业的行动者与力量宏观环境：影响企业的
2、社会力量宏观环境：影响企业的社会力量第3页，本讲稿共36页网上市场环境分析市场人口统计分析市场人口统计分析上网途径分析上网途径分析上网行为特征分析上网行为特征分析无线接入互联网情况分析无线接入互联网情况分析非网民的上网障碍分析非网民的上网障碍分析第4页，本讲稿共36页网络消费者动机分析所谓动机，是指推动人进行活动的内部原动力，所谓动机，是指推动人进行活动的内部原动力，即激励人行动的原因。即激励人行动的原因。动机是一种心理状态，不容易被直接观察到或动机是一种心理状态，不容易被直接观察到或者直接被测量出来，但可以通过长期的行为者直接被测量出来，但可以通过长期的行为表现和自我称述加以了解和归纳。表现
3、和自我称述加以了解和归纳。网络消费动机可以归纳为网络消费动机可以归纳为需求动机需求动机和和心理动机心理动机两大类两大类第5页，本讲稿共36页网络消费者需求动机需求产生动机，动机激发行为，行为影响新的需求产生动机，动机激发行为，行为影响新的需求。需求。需求包括：生理需求、安全需求、社交需求、需求包括：生理需求、安全需求、社交需求、尊重需求、自我实现需求。尊重需求、自我实现需求。网络环境下受众需求增加的内容网络环境下受众需求增加的内容兴趣兴趣聚集聚集交流交流第6页，本讲稿共36页网络消费者购买行为的心理动机理智动机理智动机消费者对消费过程的全面认识和分析的基础上产生的购买动消费者对消费过程的全面认
4、识和分析的基础上产生的购买动机机营销产品或服务应强调先进性和经济性营销产品或服务应强调先进性和经济性感性动机感性动机低级形态感性动机：喜欢、满意、快乐、好奇低级形态感性动机：喜欢、满意、快乐、好奇高兴形态感性动机：道德感、，美感、群体感高兴形态感性动机：道德感、，美感、群体感惠顾动机惠顾动机基于理智经验和感情之上对于某个网络营销者的信任和偏好而习基于理智经验和感情之上对于某个网络营销者的信任和偏好而习惯性、持续性的访问并购买的一种动机惯性、持续性的访问并购买的一种动机第7页，本讲稿共36页网络消费需求的特点个性化需求的加强个性化需求的加强网络消费的层次性、过程性增强网络消费的层次性、过程性增强
5、第8页，本讲稿共36页营销网络消费者购买的主要因素产品特性产品特性产品价格产品价格购物便捷性购物便捷性安全可靠性安全可靠性第9页，本讲稿共36页网络消费者的购买过程动机产生动机产生搜集信息搜集信息比较选择比较选择购买决策购买决策交易后评价交易后评价第10页，本讲稿共36页Ethical and Legal Issues（伦理与法律）（伦理与法律）第11页，本讲稿共36页Chapter 5 Objectives第12页，本讲稿共36页希波克拉底誓言：希波克拉底誓言：我谨在医神阿波罗，阿斯克来皮斯，健康之神海基雅，痊愈之神巴拿西以及男女诸神职前宣誓：我决尽我之所能和判断履行此誓言。我当尊业师亲如父
6、母，与之同甘苦，共有无；视其子女如昆季；如彼等愿从我学医，我当尽心传之以业而无需酬报与契约；对于吾子及我师之子以及凡照医法与我订约宣誓之生徒，我均将以口授，书传及其他方式尽心以传之；凡未宣此誓之人，我当弗教。我决尽我之所能和判断为病人利益着想而救助之，永不存一切邪恶之念。即使受人请求，我亦决不给任何人以毒药，亦决不提此以。我决不行堕胎之术；我决定保持我之行为与职业之纯洁与神圣。我决不给膀胱结石患者行刀割之术，而听其由精于此术之匠人施之。凡我进入任何人之房舍，皆为病人之利益，决不存任何谬妄与害人之企图，更不诱使男女奴隶或自由民行淫秽之事。凡我执业或社交，所见所闻，无论与我医业有无关系，凡不应宣泄
7、者，我当永守秘密。倘我履行此誓，始终不渝，愿神灵佑我事业永昌，以医济世，受人尊敬；倘我食言背誓，则甘受一切责罚。第13页，本讲稿共36页Hippocratic OathHippocratic OathI swear by Apollo Physician and Asclepius and Hygieia and Panaceia and all the gods and goddesses,making them my witnesses,that I will fulfil according to my ability and judgment this oath and this co
8、venant:To hold him who has taught me this art as equal to my parents and to live my life in partnership with him,and if he is in need of money to give him a share of mine,and to regard his offspring as equal to my brothers in male lineage and to teach them this art-if they desire to learn it-without
9、 fee and covenant;to give a share of precepts and oral instruction and all the other learning to my sons and to the sons of him who has instructed me and to pupils who have signed the covenant and have taken an oath according to the medical law,but no one else.I will apply dietetic measures for the
10、benefit of the sick according to my ability and judgment;I will keep them from harm and injustice.I will neither give a deadly drug to anybody who asked for it,nor will I make a suggestion to this effect.第14页，本讲稿共36页Hippocratic OathHippocratic OathSimilarly I will not give to a woman an abortive rem
11、edy.In purity and holiness I will guard my life and my art.I will not use the knife,not even on sufferers from stone,but will withdraw in favor of such men as are engaged in this work.Whatever houses I may visit,I will come for the benefit of the sick,remaining free of all intentional injustice,of a
12、ll mischief and in particular of sexual relations with both female and male persons,be they free or slaves.What I may see or hear in the course of the treatment or even outside of the treatment in regard to the life of men,which on no account one must spread abroad,I will keep to myself,holding such
13、 things shameful to be spoken about.If I fulfil this oath and do not violate it,may it be granted to me to enjoy life and art,being honored with fame among all men for all time to come;if I transgress it and swear falsely,may the opposite of all this be my lot.第15页，本讲稿共36页中国医科学生的誓言：中国医科学生的誓言：健康所系，性命
14、相托。当我步入神圣医学学府的时刻，谨庄严宣誓：我志愿献身医学，热爱祖国，忠于人民，恪守医德，尊师守纪，刻苦钻研，孜孜不倦，精益求精，全面发展。我决心竭尽全力除人类病痛，助健康之完美，维护医术的圣洁和荣誉。救死扶伤，不辞艰辛，执着追求，为祖国医药卫生事业的发展和人类身心健康奋斗终生。第16页，本讲稿共36页Ethical and Legal Issues1.1.与隐私权保护相关的与隐私权保护相关的3 3种理论：独处、信种理论：独处、信息的存取控制、自治息的存取控制、自治2.2.隐私权保护与利益平衡问题隐私权保护与利益平衡问题 3.3.如何理解如何理解“选择加入选择加入”和和“选择退出选择退出”之
15、之间的差异？在这一点上厂商与消费者存在间的差异？在这一点上厂商与消费者存在什么分歧？什么分歧？4.4.制定制定儿童网络隐私保护法案儿童网络隐私保护法案的意义在的意义在哪里？哪里？5.5.了解美国联邦贸易委员会确定的网络隐私了解美国联邦贸易委员会确定的网络隐私权保护的一般规则。权保护的一般规则。第17页，本讲稿共36页FOR RELEASE:December 15,1997FOR RELEASE:December 15,1997FTC SURFS CHILDRENS WEB SITES TO REVIEW PRIVACY FTC SURFS CHILDRENS WEB SITES TO REVI
16、EW PRIVACY PRACTICES:PRACTICES:Most Are Collecting Data on Kids;Few Seek Parental Most Are Collecting Data on Kids;Few Seek Parental Approval Approval Federal Trade Commission staffFederal Trade Commission staff announced today the announced today the results of Kids Privacy Surf Day designed as a r
17、esults of Kids Privacy Surf Day designed as a snapshot of childrens Web sites privacy practices.FTC snapshot of childrens Web sites privacy practices.FTC staff found that approximately 86 percent of the sites staff found that approximately 86 percent of the sites surveyed were collecting personally
18、identifiable surveyed were collecting personally identifiable information from children-most without seeking parental information from children-most without seeking parental permission or allowing parents to control the collection permission or allowing parents to control the collection and use of t
19、he information.FTC staff surveyed 126 Web and use of the information.FTC staff surveyed 126 Web sites listed by Yahooligans!,a popular directory of sites listed by Yahooligans!,a popular directory of child-oriented sites.child-oriented sites.第18页，本讲稿共36页8.8.数字资产：版权、专利权、商标权数字资产：版权、专利权、商标权（擅用他人（擅用他人19
20、0190条短信提供有偿下载条短信提供有偿下载 搜狐判赔搜狐判赔1010万）万）9.9.数字环境对传统意义上的数字环境对传统意义上的“管辖权管辖权”形成的形成的挑战挑战第19页，本讲稿共36页Software Piracy（盗版软件）（盗版软件）40%of all software worldwide was pirated in 2001.Piracy resulted in a US$10.7 billion loss for firms.840,000 Internet sites sold counterfeited software.Vietnam,China,Indonesia,Uk
21、raine,and Russia have highest piracy rates.Microsoft believes that education is the best weapon against piracy.Do you agree?第20页，本讲稿共36页Ethics and law are closely related.Ethics concerns the analysis of what is right and wrong and how we judge the differences.Modern technology presents a challenge t
22、o marketing ethics.Critical issues include:Ownership of intellectual propertyFreedom of expressionUse of data and its collectionStatus of children and digital networksEthics and Legal Issues第21页，本讲稿共36页What are the roles of formal laws vs.free operation of the market?Supporters of self-regulation st
23、ress the private sectors ability to identify and resolve problems.Critics argue that incentives for self-regulation are insufficiently compelling and true deterrence will not be achieved.The Problem of Self-Regulation第22页，本讲稿共36页The concept of privacy has both ethical and legal aspects.There is lega
24、l confusion regarding privacy.No specific privacy provision within the U.S.Constitution.Privacy has been addressed in the common law of the courts.Within society,privacy interests compete with concerns for safety,economics,and need for association with others.Privacy第23页，本讲稿共36页Privacy Within Digita
25、l ContextsAMA Code of Ethics for Marketing on the Internet:“information collected from customers should be confidential and used only for expressed purposes.”Online advertising firms such as DoubleClick,have traditionally recorded users clickstreams to form user profiles for marketing purposes.Contr
26、oversy arose in 2000 when DoubleClick acquired consumer names,addresses and buying histories and planned to combine the offline data with clickstream data.第24页，本讲稿共36页Privacy Within Digital Contexts,cont.Data can be obtained through cookies.Cookies are packets of data that are created and stored on
27、the users hard drive in response to instructions received from a Web page.Cookies allow marketers to pinpoint an individuals online behavior.第25页，本讲稿共36页The Privacy DebateSupporters of systems such as DoubleClicks argue that users wish to receive the benefits of targeted advertisers.Critics point ou
28、t that most users do not understand how computers process data.Preliminary terms of the FTC agreement include:Obligation to provide notice of data collection.Ban on combining existing data with personal information unless opt-in permission is obtained.第26页，本讲稿共36页The FTC has identified the following
29、 norms for the ethical use of consumer information:NoticeConsentAccessSecurityEnforcementThe FTC and Privacy Norms第27页，本讲稿共36页The law protects intangible or intellectual property through 3 basic mechanisms.CopyrightPatent lawTrademarkProtection of Digital Property第28页，本讲稿共36页Copyright is the primary
30、 means of protecting most expression on the Internet.Doctrine of Fair UseAbility to copy protected material for education and news reporting.Doctrine of First SaleLimit the ability of copyright holder to obtain profit after the initial time at which the material is sold.Other copyright protection un
31、der No Electronic Theft Act and Digital Millennium Copyright Act.Copyright第29页，本讲稿共36页Trademark law concerns the ownership of intellectual property that identifies goods or services.Trademark law as been applied to the Internet naming system of domain names.Similarities in names may result in tradem
32、ark infringement claims.Cybersquatting involves the registration of domains that resemble or duplicate existing ones.Trademarks第30页，本讲稿共36页Applying patent law to computing is an uncertain but developing field.Creators of software are attempting to make use of patent law protection.Advocates argue th
33、at granting of patents for software will encourage innovation.Critics argue that patents will have stifling and monopolistic effects.Patents（专利）（专利）第31页，本讲稿共36页Licenses are increasingly popular method of intellectual property protection.Allow the buyer to use the product but restrict duplication or
34、distribution.Licenses may be two basic typesShrinkwrap or break-the-seal licensesClickwrap licenses where the user is required to click a button to accept the termsLegal trend favors enforcement of software licenses.Licenses（许可证）（许可证）第32页，本讲稿共36页Online ExpressionFreedom of expression is protected by
35、 the First Amendment.Internet technology has resulted in what many consider inappropriate or untargeted types of consumer contact.Spam is the mass distribution of unsolicited electronic mail.CAN-SPAM Act creates a framework for email marketing.Expression directed to children remains a highly visible
36、 issue within online law and ethics.第33页，本讲稿共36页Emerging IssuesOnline governance The Internet Corporation for Assigned Names and Numbers(ICANN)was formed in 1998.Jurisdiction The ability of a court or other authority to gain control over a party.Traditionally based on physical presence.Treaties may
37、provide for international resolution and enforcement.第34页，本讲稿共36页Fraud The use of deception and false claims to obtain profit.The Internet provides opportunities for novel deceptions.Spoofing is the use of e-mail or Web sites to impersonate individuals or corporations.The FTC,FBI,and state agencies have increased their efforts to track and prosecute fraudulent conduct.Emerging Issues,cont.第35页，本讲稿共36页FBI Investigates Online Fraud第36页，本讲稿共36页