Transcript (1). Product-Based Marketing Strategies 产品核心的营销战略

Chapter 4
MARKETING ON THE WEB
Summary
In last lecture, you learned about上一讲讲述了
I. Companies sometimes face the challenges of
channel conflict and cannibalization either within
their own organizations or with the companies that
have traditionally provided sales distribution to
consumers for them.
公司有时会面临企业内部或者同传统经销商之间的渠道
冲突和互斥带来的挑战。
Summary
In last lecture, you learned about上一讲讲述了
II. In accordance with the network model of
organization that you learned about in Chapter 1,
companies undertaking electronic commerce initiatives
sometimes form strategic alliances with other
companies or contract with channel distribution
managers to obtain their skills in Web site operation
or their product category knowledge.
正如第1章的组织网络模型所介绍的，开展电子商务的公
司有时会同其他公司建立战略联盟或者同分销渠道企业签
约，来获得它们的网站管理技能或商品品类知识。
Summary
In last lecture, you learned about上一讲讲述了
III. By understanding how the Web differs from
other media and by designing a Web site to capitalize
on those differences, companies can create an
effective Web presence that delivers value to
visitors.企业需要了解网上和其他媒体的区别，并设计出
能充分利用这些区别的网站，以便创建能够为访问者递送
价值的网上展示。
Summary
In last lecture, you learned about上一讲讲述了
IV. Every organization must realize that visitors to
its Web site arrive with a variety of expectations,
prior knowledge, and skill levels, and are connected
to the Internet through different technologies.
每个组织都必须知道：网站的访问者有多种不同的期望
，知识不同，技能也有差异，而且是用不同的技术连到
互联网上的。
Key Terms
Channel Conflict 渠道冲突
Cannibalization 互斥
Strategic Alliances 战略联盟
Channel Distribution Management 渠道管理
channel cooperation 渠道合作
stockholders 股东
WEB PRESENCE 网上展示
Key Terms
WEB SITE_USABILITY 网站的可用性
Profit-Driven Organizations
营利组织
Not-for-Profit Organizations 非营利组织
Product showroom 产品展示厅
financial report 财务报告
Trusting relationship 信任关系
Two-way contact channel 双向的接触渠道
Introduction
In September 1997, a new gift shop opened for business on the
Web. There were already many gift shops on the Web at that
time. however, this store, named 911Gifts.com, carried items that
were chosen specifically to meet the needs of last-minute (立即送
达) gift shoppers. The company’s two major strengths were its
promise of next-day delivery on all items and its site layout, in
which gift selections were organized by holiday rather than by
product type. By 1999 the company had 90,000 customers signed
up for GiftAlert and was doing about $1 million in annual sales. It
carried about 500 products, and each of the products was chosen
to yield a gross margin (毛利率) of at least 40 percent.
Introduction
Why?
The company hired Hilary Billings, a retail marketing
executive whose experience included building the
Pottery Barn catalog business at Williams-Sonoma, to
create a brand-building strategy and obtain financing
to implement that strategy.
公司聘请了希拉里· 比林斯（Hilary Billings ) ，她在很多
零售企业担任过营销总监，曾为零售店著名WilliamsSonoma组建起Pottery Barn 邮购店。
Introduction
Why?
Billings launched a massive brand- awareness campaign
that included online advertising, buses in seven major cities
painted red and festooned with large red bows, and print
advertising in upscale publications. One year later, the
results of this extensive makeover and substantial monetary
investment
were clear. ON
RedEnvelope
tripled
its number
MARKETING
THE had
WEB
网络营销
of customers and had increased sales by over 400 percent.
比林斯启动了一个大规模的品牌宣传活动，包括网上广告、七大
城市的公共汽车广告（漆成红色并绘上很大的彩虹）、高档杂志
上印刷广告等。一年后，效果出来了，客户数增长三倍，销售增
长四倍。
Contents
 WEB MARKETING STRATEGIES 网络营销战略
 Product-Based Marketing Strategies 产品核心的
营销战略
 Customer-Based Marketing Strategies 客户核心的
营销战略
 COMMUNICATING WITH DIFFERENT MARKET
SEGMENTS与不同细分市场的沟通
 Trust and Media Choice 信任与媒体选择
 Market Segmentation市场细分
 Market Segmentation on the Web 网上市场细分
1. WEB MARKETING STRATEGIES
网络营销战略
As you learned in last lecture, companies—even those in the
same industry—try to create unique presences in their
markets. A company’s marketing strategy is an important tool
that works with its Web presence to get the company’s
message across to both its current and prospective
customers. Most marketing classes organize the essential
issues of marketing into the four Ps of marketing: product,
price, promotion, and place.
公司（即便是同一行业的公司）应该在市场上创建独特的展示
。 公司的营销战略加上网站展示，可以将公司的信息传递给自己
的客户与潜在客户。营销教科书将营销战术归成营销4P ，即产品
（ Product ）、 价 格 （ Price ）、 促 销 （ Promotion ） 与 渠 道 (
Place ）。
1. WEB MARKETING STRATEGIES
网络营销战略
四P原则：
Product
price
Promotion
place
The
priceiselement
of the
marketing
mixthat
is the
amount
Product
the physical
item
or service
a company
the
customer
for the
product. 营销组合中的价格
is selling.
Thepays
intrinsic
characteristics
of the product
是客户购买产品愿意支付的金额。
In recent of
years,
are important, but customers’ perceptions
the
marketing
experts
argued
that can
companies
product, called
thehave
product’s
brand,
be as should
think
of price
in aactual
broader
sense, that is,ofthe
of
important
as the
characteristics
thetotal
product.
all
financial includes
costs that
customer
pays (including
Promotion
anythe
means
of spreading
the word
产品是公司所销售的实体产品或服务，产品的内在特点非
transaction
costs) to促销包括传播产品信息的所有手段。
obtain the product. This total
about the product.
常重要，但客户对产品的感知（称为产品的品牌）同产品
cost
The is
issue
subtracted
of place from
(also the
called
benefits
distribution)
that a is
customer
the
的实际特点同样重要。
derives
need tofrom
have the
products
product
or to
services
yield an
available
estimate
in of
many
the
customer
differentvalue
locations.
obtained
渠道（也称分销）是指将产品或
in the transaction. 近年来，营
服务供应到各地。
销专家提出应该广义地看待价格，即客户为获得产品所愿
意付出的所有财务成本。客户从产品中得到的好处减去总
成本的结果称为客户从交易中得到的客户价值。
1. WEB MARKETING STRATEGIES
网络营销战略
The problem of getting the right products to the right
places at the best time to sell them has plagued companies
since commerce began. Although the Internet does not
solve all of these logistics and distribution problems, it can
certainly help. For example, digital products (such as
information, news, software, music, video, and e-books) can
be delivered almost instantly on demand through the
Internet.
在最佳时间将合适的产品送到正确的地点是商务活动出现之后
一直困扰公司的难题。虽然互联网并不能完全解决这些物流与
分销难题，但是可以带来很多帮助。例如，数字化产品（如软
件、音乐、电子图书等）可以通过互联网立即按需交付。
（1）. Product-Based Marketing
Strategies 产品核心的营销战略
Most companies offer a variety of products that appeal to
different groups. When creating a marketing strategy,
managers must consider both the nature of their products and
the nature of their potential customers. Managers at many
companies think of their businesses in terms of the products
and services they sell. This is a logical way to think of a
business because companies spend a great deal of effort, time,
and money to design and create those products and services.
很多公司向不同的客户群提供多种产品，在制定营销战略时，应该综合考虑产品的
性质和客户的特点。很多公司的管理人员是根据所销售的产品或服务来开展业务的
，这样是合理的，毕竟公司花费了大量精力、时间和资金来设计与开发这些产品或
服务。
(1). Product-Based Marketing Strategies
产品核心的营销战略
If you ask managers to describe what their companies
are selling, they usually provide you with a detailed list
of the physical objects they sell or use to create a
service. When customers are likely to buy items from
particular product categories, or are likely to think of
their needs in terms of product categories, this type
of product-based organization makes sense.
如果你让管理人员描述公司销售什么，他们往往给你罗列
出详细的物品清单。当客户愿意从特定商品品类里采购商
品或者愿意根据商品品类来考虑自己的需求时，这种产品
核心的组织就很有效。
(1). Product-Based Marketing Strategies
产品核心的营销战略
For Example:
Most office supplies stores on the Web believe their
customers organize their needs into product
categories. 很多办公用品网上商店认为客户是按照商品
品类来考虑需求的。
(1). Product-Based Marketing Strategies
产品核心的营销战略
The Staples page has tabbed headings near the top of the page that
Even the search box near the top of the page includes a
are links to product categories. More detailed product category links
drop-down list of categories so that customers can
fill the center of the page. Staples designed its page to meet the
narrow their searches within categories. 页面顶端的检索
needs of the customer who has a specific product category in mind.
框还提供了一个列出品类下拉式列表，以便客户在某个品类
Staples 的主页在页面顶端是商品品类的链接，页面中间满是更细的品类
里进行检索。
链接。 这种设计是为了满足头脑里已有特定品类需求的客户。
(1). Product-Based Marketing Strategies
产品核心的营销战略
If customers arrive at these Web sites looking for a
specific type of product, this approach works well.
Alternatively, customers who are looking to fulfill a
specific need, such as outfitting a new sales office or
choosing a graduation gift, might not find these Web
sites as useful.
如果访问者是来寻找特定的产品，这种方式就非常有效。如
果客户是为了满足特定的需求（如配备新办公室或寻找毕业
礼品），可能发现这种网站的用处不大。
(1). Product-Based Marketing
Strategies 产品核心的营销战略
So many marketing researchers and consultants advise
companies to think as if they were their own customers
and to design their Web sites so that customers find
them to be enabling experiences that can help
customers meet their individual needs.
很多营销研究人员和咨询专家建议公司设计网站时把自己
当做客户，根据自己的体验进行设计，以帮助客户满足特
殊的需求。
(2). Customer-Based Marketing Strategies
客户核心的营销战略
In last lecture, you learned that the Web creates an
environment that allows buyers and sellers to engage in
complex communications modes. The communication
structures on the Web can become much more complex
than those in traditional mass media outlets such as
broadcast（广播） and print advertising. When a company
takes its business to the Web, it can create a Web site
that is flexible enough to meet the needs of many
different users. Instead of thinking of their Web sites as
collections of products, companies can build their sites to
meet the specific needs of various types of customers.
(2). Customer-Based Marketing Strategies
客户核心的营销战略
A good first step in building a customer-based
marketing strategy is to identify groups of
customers who share common characteristics.
采用客户核心营销战略的第一步是识别具有相同特征的
客户群。
(2). Customer-Based Marketing Strategies
客户核心的营销战略
Example:
Sabre Holdings is a company that sells marketing services and
technology to support those services to the travel industry.
Its customers include travel agencies, airlines, large
companies that have in-house travel departments, and travel
consolidators (companies that buy blocks of airline seats and
hotel rooms, then resell them as vacation packages).
Sabre 公司为旅游业提供营销服务和技术，客户包括旅行社、航
空公司、自己有旅游部门的大公司、旅游联合公司（大批预订机票
和酒店房间，打包成度假产品再销售）。
(2). Customer-Based Marketing Strategies
客户核心的营销战略
How:
Marketers can use their experience with selling in
their industries to identify those subgroups and then
develop marketing strategies and tactics(方法、战略)
that will effectively reach customers in each subgroup.
营销人员可以利用自己的从业经验来识别这些细分的客户
，制定相应的营销战略与战术来有效接触这些客户。
(3). COMMUNICATING WITH DIFFERENT
MARKET SEGMENTS 与不同细分市场的沟通
I. Identifying groups of potential customers is just the
first step in selling to those customers. An equally
important component of any marketing strategy is the
selection of communication media to carry the
marketing message.
识别不同的客户群只是向这些客户群销售产品的第一步。选
择传递营销信息的沟通媒体是所有营销战略的重要组成。
(3). COMMUNICATING WITH DIFFERENT
MARKET SEGMENTS 与不同细分市场的沟通
II. In the physical world, companies can convey large parts of
their messages by the way they construct buildings and design
their floor spaces. For example, banks have traditionally been
housed in large, solid-looking buildings that provide passers by an
ample view of the main safe and its thick, sturdy door. Banks use
these physical manifestations of reliability and strength to convey
an important part of their service offerings—that a customer’s
money is safe and secure with the bank.
在现实世界里，公司可以通过建筑设计与室内布局来传递营销信息。例
如，银行一般选择庞大坚固的办公场所，路人能看到安全的主体建筑和
厚重的大门。银行以这些体现出可靠与实力的外表来体现自己的服务—
—安全可靠地保护客户的存款。
(3). COMMUNICATING WITH DIFFERENT
MARKET SEGMENTS 与不同细分市场的沟通
III. Media selection can be critical for an online firm
because it does not have a physical presence. The only
contact a potential customer might have with an online firm
could well be the image it projects through the media and
through its Web site. The challenge for online businesses is
to convince customers to trust them even though they do
not have an immediate physical presence.
媒体选择对网上企业非常关键，因为这些企业没有现实的经营场
所。潜在客户与网上企业的唯一接触就是这些企业通过媒体和自
己的网站所传递的形象。网上企业面临的挑战就是在没有现实的
经营场所的情况下让客户信任它们。
(4). Trust and Media Choice
可信任的媒体选择
I.The Web is an intermediate step between mass
media and personal contact, but it is a very broad
step. Using the Web to communicate with potential
customers offers many of the advantages of personal
contact selling and many of the cost savings of mass
media.
网络处于大众媒体和个人接触之间，但也是很广泛的。用
网络同潜在顾客进行沟通，既具有个人接触的许多优点，
同时还有大众媒体的低成本优点。
(4).
Trust
and
Media
Choice
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offers ignore
the lowest
level
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On the
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many people
or resist
messages
that lack
companies
continue
use it personal
successfully.
The to
cost
of mass
media
content
of any to
specific
interest
them.
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可信任的媒体选择
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示为按信任水平对三种信息传播模式的比较。
In
1996
when
companies
were beginning
to
online, rising
cost
makes
mass
media
advertising
attractive
tobusiness
many
companies.虽然
adopt
the
mass
marketing
approach
ondo
the
Web.在网上,很多人
consumer
expectations and reduced product differentiation led to
大众媒体的信任水平最低，但很多公司还在继续使用。大众媒体广告的成
根本不会注意那些没有个性的信息。公司可用网络来获取个人接触
increased
competition and a splintering of mass markets. Both of
本可以分摊到大批受众身上。例如，投放电视广告需要数十万美元，但数
法的优点，同时避免这些方法所固有的成本问题。很多专家都同意
these
results were reducing the effectiveness of mass media
百万人可以看到这个广告。因此，人均广告成本非常低，这对很多公司都
应该把基于信任的个人接触的销售模式移植到网上，而不是把网络
advertising.
Thus, the Internet provided a new vehicle for achieving
很有吸引力。
用做大众媒体的营销工具。
high levels of customer-focused marketing strategies.
顾能咨询公司在
Personal
contact
其1996 年的一份营销报告中指出：以顾客为中心的营销战略非常适合新
High level Of trust
兴的虚拟市场，顾客的不断增长期望和产品日益缺乏的差异导致剧烈的竞
争和无差异营销方法的失效，这两种结果都降低了大众媒体的效果。
Mass media
The Web
Low level Of trust
(5). Market Segmentation 市场细分
Advertisers’
response
to
this
decrease
in
effectiveness was to identify specific portions of their
markets and target them with specific advertising
messages.This practice, called market segmentation,
divides the pool of potential customers into segments.
广告主为解决效果降低的问题，不得不设法识别较小规模
的市场并把特定的广告信息送达到这类小市场，这种行为
叫做市场细分，即将潜在的顾客划分成不同的细分市场。
(5). Market Segmentation市场细分
Segments are usually defined in terms of demographic
characteristics such as age, gender, marital status,
income level, and geographic location. Thus, for example,
unmarried men between the ages of 19 and 25 might be
one market segment. 细分市场往往是根据年龄、性别、婚
姻情况、收人水平和地理位置等统计特征来定义的，例如19
- 25 岁的未婚妇女就构成了一个细分市场。
(5). Market Segmentation 市场细分
In the early 1990s, firms began identifying smaller and
smaller market segments for specific advertising and
promotion efforts. This practice of targeting very
small market segments is called micromarketing.
在20 世纪90 年代早期，企业为特定的广告和促销策略而
识别的细分市场越来越小。这种将很小的细分市场作为目
标市场的行为称为微观营销。
(5). Market Segmentation 市场细分
However, the low cost per viewer of traditional mass media
advertising campaigns becomes much higher when those
methods are used to target very small market segments.
This cost increase hampered( 阻 碍 ) the success of
micromarketing strategies. Even though micromarketing was
an improvement over mass media advertising, it still used the
same basic approach and suffered from the weaknesses of
that model.但传统大众媒体的规模经济在细分市场营销中就不复
存在了，这就妨碍了微观营销策略的成功。 微观营销相对于大众
媒体广告来说是一个改进，但它的基本方法是相同的，因此无法
避免这种模式的弱点。
(5). Market Segmentation 市场细分
Marketers have traditionally used three categories of
variables to identify market segments.
营销人员以前常用三种变量来识别细分市场。
(5). Market Segmentation市场细分
I. One variable is location. Firms divide their customers into
groups by where they live or work. In this type of
segmentation, called geographic segmentation, companies
create different combinations of marketing efforts for each
geographical group of customers. The grouping can be by
nation, state (or province), city, or even by neighborhood.
Alternatively, companies can develop one marketing strategy
for urban customers, another for suburban customers, and
yet a third for rural customers.
第一种细分变量是位置，公司按客户的居住或办公的位置对客户分类，即地理细
分，然后针对每个地区的客户制定不同的营销组合。 公司可以按国家、省、城
市甚至社区对客户细分。公司也可以为城市居民制定第一个营销战略，为郊区居
民制定第二个营销战略，为农村居民制定第三个营销战略。
(5). Market Segmentation 市场细分
II. The second category uses information about age, gender, family
size, income, education, religion, or ethnicity to group customers.
This type of segmentation is called demographic segmentation.
Demographic variables are frequently used by traditional
marketers because research has shown that customers’ need for
and usage of products are strongly related to these types of
variables. Demographic segmentation also exists on the Web. For
example, a number of sites are devoted to women’s issues or
directed at specific age groups (such as teenagers) whose members
tend to purchase music CDs and trendy clothing.
第二种方法是用年龄、性别、家庭人口、收人、教育程度、宗教信仰或种族等信
息对客户细分，即人口细分。营销人员常用人口变量进行市场细分，因为研究发
现，客户对产品的需求和使用同人口变量存在相关联系。营销人员也在互联网上
进行人口细分。例如，有些网站专门面向女性或者特定年龄的人群（如青少年）
, 这些人群是音像制品或服装的主要消费者。
(5). Market Segmentation市场细分
※Often, demographic and geographic segmenting
strategies are combined. For example, an airline might
target middle-income families living in Wisconsin and
Michigan with mid-winter advertising for vacation trips to
Florida. 营销人员经常组合使用地理细分与人口细分，例如，
航空公司可以面向威斯康辛州和密歇根州的中等收人家庭推出
冬季佛罗里达旅游的广告。
(5). Market Segmentation市场细分
III. The use of psychographic segmentation has increased
dramatically in recent years as marketers attempt to identify
characteristic lifestyles and then design advertising to reach people
who see themselves as having a particular lifestyle. In psychographic
segmentation, marketers try to group customers by variables such as
social class, personality, or their approach to life. For example, an
auto company might direct advertising for a sports car to customers
who are gregarious and have a high need for achievement.
近年来，由于营销人员开始识别不同生活方式的特征并设法接触特定生活
方式的人群，心理细分法的使用越来越频繁。 心理细分是用社会阶层、
个性或生活方式等变量对客户细分。例如，汽车公司面向喜欢社交、需求
成就感的客户开展跑车的直接营销活动。
(5). Market Segmentation 市场细分
The Web gives companies an opportunity to present different store
environments online. 网络为公司提供展示不同店铺环境的机会。
In contrast, the Eddie Bauer page is The Old Navy site is targeted at
rendered
in
a
more
muted, young, fashion- conscious buyers.
conservative style. The page is The site uses a wide variety of
designed for older, more established typefaces, bold graphics, and
buyers. The messages emphasized on photos of brightly colored products
the page are stability, home life, and to convey its tone. The emphasis on
the trademark Talbots red doors. the page is to make a bold fashion
These images appeal to a market statement and, presumably, become
segment of people looking for the envy of your friends.
classics instead of the latest trends.
相反，Eddie Bauer 网站则要低调和保 Old Navy 网站面向赶时髦的年轻人，
网站采用了多种字体和醒目图片来加
守，网站面对的是比较实际的成年人，
Both pages are well designed and functional.
However, you can see that
强气氛，网页强调的是“惹眼”(
网页强调的是降价，针对寻求传统而不
they are each directed to different market segments. 这两个网站设计get
this fook ) ，即让朋友们羡慕。
是潮流的细分市场。
得都很漂亮，但是面向的细分市场完全不同。
(5). Market Segmentation 市场细分
In the physical world, retail stores have limited floor and
display space. These limitations often force physical stores to
decide on one particular message to convey. Exceptions do
exist, such as a music store that has a separate room for
classical recordings (with different background music than the
rest of the store) or a large department store that can use
lighting and display space differently in each department;
however, smaller retail stores usually choose the one image
that appeals to most of their customers.
因为空间有限，传统店铺不得不传递一种信息。 也有例外，比如音
像店单辟一个古典音乐间（播放与店铺不同的背景音乐），大百货
店每层的灯光和展示风格可以不同。但小店只能选择针对主要客户
的一个形象。
(5). Market Segmentation 市场细分
On the Web, retailers can provide separate virtual
spaces for different market segments. Some Web
retailers provide the ultimate in targeted marketing—
they allow their customers to create their own stores.
网上商店能够对不同细分市场开辟不同虚拟空间，有些网
上商店甚至允许客户创建自己的店铺 。
Contents
1
Offering Customers a Choice on the Web
让客户在网上选择
2
CUSTOMER BEHAVIOR AND Segmentation
Using Customer Behavior 客户行为细分
a
Browsers 浏览者
b
Buyers 采购者
c
Shoppers 购物者
1. Offering Customers a Choice on the Web
让客户在网上选择
Dell has done many things well in its online business, Its
Web site offers customers a number of different ways
to do business with the company. 戴尔（Dell ）公司的网上
商店建得很不错，允许不同客户以多种方式进行交易。
The page includes links for each major group
of customers it has identified and also
includes links to specific product categories.
上有对不同客户大类的链接和到不同产品类别的
链接。
1. Offering Customers a Choice on the Web
让客户在网上选择
Dell Premier accounts give users the ultimate level of
customer-based market segmentation. In these
accounts, Dell offers each customer its own Dell
Web site. Dell can customize a company’s Premier
account pages to show product selections for which
price and terms have already been negotiated. Dell
even allows individual employees of its customers to
create their own personalized pages within their
companies’ Premier pages.
戴尔公司的“大客户”账户是对客户的终极细分。公司为每个大
客户单独建立了一个网站，以事先谈定的价格与条款为客户定制
产品页面，还允许客户公司的每个员工建立自己的定制页面。
1. Offering Customers a Choice on the Web
让客户在网上选择
This highly customized approach to offering products
and services that match the needs of a particular
customer is called one-to-one marketing. 这种针对每个
客户完全定制产品与服务的方法称为一对一营销。
The Internet gives marketers the best opportunity
for highly customized interactions with customers
that they have had since the heyday of the door-todoor salesperson in the 1940s and 1950s. 互联网为营
销人员提供了类似二十世纪四五十年代上门推销员的那种高
度定制的客户接触渠道。
2. Segmentation Using Customer Behavior
客户行为细分
In the physical world, businesses can sometimes
create different experiences for customers in
response to their needs. 有时传统企业能够根据客户需
求为客户创造不同的体验。
For example, a company might decide that its
mission is to sell prepared meals to hungry
customers. 例如，一家公司决定向饥饿的顾客销售膳食。
2. Segmentation Using Customer Behavior
客户行为细分
A given potential customer responds to hunger in
different ways at different times. If a person is hungry
in the morning, but late for work, that person might
drive through a fast food restaurant or grab a quick cup
of coffee at the train station. Lunch might be a sandwich
ordered and delivered to the office, or it could require a
nice restaurant if a client needs to be entertained.
Dinner could be at a restaurant with friends, take-out
food from a neighborhood Chinese restaurant, or a
delivered pizza. 顾客不同时间以不同方式解决饥饿问题：早上饿了
又赶着上班，顾客可能会去快餐店或在地铁站买一杯速溶咖啡；中餐可
能订一份三明治送到办公室，要招待客户会去一家好饭店；晚餐可能是
同朋友在餐馆聚餐，从隔壁中餐馆叫一份外卖或者送一份比萨。
2. Segmentation Using Customer Behavior
客户行为细分
The point is that the same person requires different
combinations of products and services depending on the
occasion. 这里的关键是同一个人因为场合不同要求不同的产品
与服务
In general, the creation of separate experiences for
customers based on their behavior is called behavioral
segmentation. 根据客户的行为创造不同的体验称为客户行为
细分。
When based on things that happen at a specific time or
occasion, behavioral segmentation is sometimes called
occasion segmentation. 由于客户行为细分往往基于特定的场
合，因此也称为场合细分。
2. Segmentation Using Customer Behavior
客户行为细分
Usually, businesses that operate in the physical
world can meet only one or a few of a customer’s
differing behavioral needs. For example, the
Chinese restaurant mentioned earlier might offer
dining room service and take-out service, but it
probably would not offer a drive-through window
or a morning coffee kiosk. 一般情况下，传统企业
只能满足一种或有限几种客户行为需求,例如，上文提过
的中餐馆可以提供就餐服务与外卖服务，但不会提供早
餐咖啡。
2. Segmentation Using Customer Behavior
客户行为细分
Very few restaurants are able to offer everything
from fast food through a five-course dinner. 很少有餐
馆能够提供从快餐到满汉全席的所有膳食服务。
In the online world, it is much easier to design a
single Web site that meets the needs of visitors who
arrive in different behavioral modes. Thus, a Web
site design can include elements that appeal to
different behavioral segments. 企业能够很容易设计一个
网站来满足不同行为模式客户的所有需求，因此网站设计应
该考虑面向不同行为细分市场的所有元素。
2. Segmentation Using Customer Behavior
客户行为细分
Marketing researchers are just beginning to study how
and why people prefer different combinations of
products, services, and Web site features and how these
preferences are affected by their modes of interaction
with the site, Market researchers are finding that people
want Web sites that offer a range of interaction
possibilities from which they can select to meet their
needs. 营销研究人员正在研究客户偏好不同商品、服务与网站
功能组合的方式与原因，以及客户与网站的互动模式对这种偏好
的影响。结果发现，客户期望网站能够提供所有的互动模式，以
便客户自行选择来满足需求。
2. Segmentation Using Customer Behavior
客户行为细分
Remember that a particular person might visit a
particular Web site at different times and might search
for different interactions each time. 注意，客户会在不同
时间访问网站，每次访问时可能寻求不同的互动模式。
Customizing visitor experiences to match the site usage
behavior patterns of each visitor or type of visitor is
called usage-based market segmentation. 按照客户使用网
站的行为模式来定制访问体验称为用法细分。
2. Segmentation Using Customer Behavior
客户行为细分
Researchers have begun to identify common patterns
of behavior and to categorize those behavior
patterns. One set of categories that marketers use
today includes browsers, buyers, and shoppers. 研究
人员以开始识别行为模式的共同点并进行分类。目前采用的
一种方法划分成浏览者、采购者和购物者。
2. Segmentation Using Customer Behavior
客户行为细分 -> Browsers 浏览者
Some visitors to a company’s Web site are just
surfing or browsing. Web sites intended to appeal to
potential customers in this mode must offer them
something that piques their interest. 有些访问者只是来
浏览，针对这类访问者的网站设计应当激发他们的兴趣。
The site should include words that are likely to jog
the memories of visitors and remind them of
something they want to buy on the site. 网站上文字应
该能够勾起消费者的记忆，想起要买的商品。
2. Segmentation Using Customer Behavior
客户行为细分 -> Browsers 浏览者
These key words are often called trigger words
because they prompt a visitor to stay and investigate
the products or services offered on the site. 这些文
字称为触发词，可以设法让访问者留下来了解网站提供的产
品与服务。
2. Segmentation Using Customer Behavior
客户行为细分 -> Buyers 采购者
Visitors who arrive in buyer mode are ready to make
a purchase right away. The best thing a site can
offer a buyer is certainty that nothing will get in
the way of the purchase transaction.购买者是要来立
即采购的访问者，这时网站设计主要是不要妨碍交易。
2. Segmentation Using Customer Behavior
客户行为细分 -> Buyers 采购者
For visitors who first choose a product from a printed
catalog, many Web sites include a text box on their
home pages that allows visitors to enter the catalog
item number. This places that item in the site’s
shopping cart and takes the buyer directly to the
shopping cart page. 对于那些通过印刷版目录选定商品的访
问者，有些网站在主页上提供一个文本框，以便访问者直接输
入印刷版目录里的商品编号；这样就将此商品放人了购物车并
转到购物车页面。
2. Segmentation Using Customer Behavior
客户行为细分 -> Buyers 采购者
A shopping cart is the part of a Web site that
keeps track of selected items for purchase and
automates the purchasing process. 购物车是负责跟踪
客户选定的商品并自动处理结算的网站功能。
2. Segmentation Using Customer Behavior
客户行为细分 -> Buyers 采购者
The shopping cart page should offer a link that
takes the visitor back into the shopping area of the
site, hut the primary goal is to get the buyer to the
shopping cart as quickly as possible, even if the
buyer is at the site for the first time. 购物车页面应
提供返回网站购物区的链接，但首要目标是让采购者任何
时候都能迅速找到购物车。
2. Segmentation Using Customer Behavior
客户行为细分 -> Buyers 采购者
Perhaps the ultimate in shopping cart convenience is
the 1-Click feature offered by Amazon.com, which
allows customers to purchase an item with a single
click. Any items that a customer purchases using the
1-Click feature within a 90-minute time period are
aggregated into one shipment. 最方便的购物车体验就
是亚马逊的一次点击购物功能，用这种方式在90 分钟内采
购的商品都会放入同一个购物车。
2. Segmentation Using Customer Behavior
客户行为细分 -> Shoppers 购物者
Some customers arrive at a Web site knowing that it
offers items they are interested in buying. These
visitors are motivated to buy, but they are looking for
more information before they make a purchase
decision. For the visitor who is in shopper mode, a
site should offer comparison tools, product reviews,
and lists of features.有些访问者知道网站上有自己需要的
商品，准备购买但需要决策之前了解更多的信息。对于这种
购物者，网站应该提供比价工具、商品评介、商品性能表等
功能。
2. Segmentation Using Customer Behavior
客户行为细分 -> Shoppers 购物者
One site that offers many useful features for
shopper-mode visitors is the Crutchlield consumer
electronics Web store. Crutchfield’s site includes
features that allow customers to specify the level of
detail presented for each product, sort products by
brand or price, and compare products with each other
side by side. 家电网站Crutchfield 上提供了很多有用的功
能，包括允许客户指定商品信息的详细程度、按品牌或价格
排序、逐一比较两种商品等功能。
2. Segmentation Using Customer Behavior
客户行为细分 -> Shoppers 购物者
Remember that a person might visit a Web site one
day as a browser, and then return later as a shopper
or a buyer. People do not retain behavioral categories
from one visit to the next—even for the same Web
site.注意，同一个人一天之内可能会以浏览者、采购者、购
物者三种身份多次访问同一个网站。人们每次访问的行为模
式可能都不相同，即使是访问同一个网站。
2. Segmentation Using Customer Behavior
客户行为细分 -> Shoppers 购物者
Although many companies work with these three visitor
modes, other researchers are exploring alternative
models. 很多公司都使用这三种模式对访问者分类，也有些
公司采取别的分类方法。
2. Segmentation Using Customer Behavior
客户行为细分 -> Shoppers 购物者
One study conductcd by major consulting firm
McKinsey & Company examined the online behavior of
50,000 active Internet users and identified six
different groups. Following are the six behaviorbased categories and their characteristic traits:
2000 年 ， 著 名 管 理 咨 询 公 司 麦 肯 锡 （ McKinsey &
company ）对5 万名用户行为的研究提出六类不同的互联网
用户，这六类行为各异的用户特征如下：
2. Segmentation Using Customer Behavior
客户行为细分 -> Shoppers 购物者
I. Simplifiers are users who like convenience. They
are attracted by sites that make doing business
easier, faster, or otherwise more efficient than is
possible in the physical world.贪图方便者，这些人上网
是因为喜欢网上交易的简便、迅速和高效的特点。
2. Segmentation Using Customer Behavior
客户行为细分 -> Shoppers 购物者
II. Surfers use the Web to find information, explore
new ideas, and shop. They like to he entertained, and
they spend far more time on the Web than other
people. To attract Surfers, sites must offer a wide
variety of content that is attractive, well displayed,
and constantly updated. 网上冲浪者，这些人上网是寻找
信息、了解新思想及购物。他们对网络很感兴趣，比其他五
类人在网上花的时间长得多。要想吸引网上冲浪者，网站应
该提供各种内容、精心设计网页并且不断更新。
2. Segmentation Using Customer Behavior
客户行为细分 -> Shoppers 购物者
III. Bargainers are in search of a good deal. Although
they make up less than 10 percent of the online
population, they make up over half of all visitors to
the eBay auction site. They enjoy searching for the
best price or shipping terms and are willing to visit
many sites to do that.讨价还价者，这些人上网是寻找物
美价廉的商品。这些人只占上网人口的10 % ，但是占到光顾
eBay 拍卖网站人的一半以上。他们觉得以最低价格买到商品
其乐无穷，愿意在多家网站之间反复比价。
2. Segmentation Using Customer Behavior
客户行为细分 -> Shoppers 购物者
IV. Connectors use the Web to stay in touch with
other people. They are intensive users of chat rooms,
instant messaging services, electronic greeting card
sites, and Web-based e-mail. Connectors tend to be
new to the Web, less likely than other people to
purchase on the Web, and actively trying to learn what
the Web has to offer them.寻求联系者，这些人上网是为
了和别人保持联系。他们是聊天室、即时通、电子贺卡和电子
邮件最频繁的使用者。这些人一般是新网民，不像其他五类人
那样愿意在网上购物，正在主动探索网络能带给他们什么。
2. Segmentation Using Customer Behavior
客户行为细分 -> Shoppers 购物者
V. Routiners return to the same sites over and over
again. They use the Web to obtain news, stock
quotes, and other financial information. Routiners like
the comfort of working with a user interface that
they know well.循规蹈矩者，这些人不断返回访问同样的网
站。他们上网是为了浏览新闻、查看股票行情和其他财务信息
。
2. Segmentation Using Customer Behavior
客户行为细分 -> Shoppers 购物者
VI.Sportsters are similar to Routiners, hut they tend
to spend time on sports and entertainment sites
rather than news and financial information sites.
Since they view the Web as an entertainment vehicle,
Sportsters are attracted by sites that are interactive
and attractive. Other research studies have identified
similar sets of characteristics and groupings. 运动娱乐
者，这些人类似循规蹈矩者，只不过把时间花在体育与娱乐
网站上。他们把网络看成是娱乐工具，喜欢互动性强、设计
新颖的网站。其他研究也识别出类似的客户群。
2. Segmentation Using Customer Behavior
客户行为细分 -> Shoppers 购物者
As more researchers study Web site visitor behavior,
perhaps the industry will learn how to recognize the
various modes in which visitors arrive and then channel
them into the appropriate sections of the site. Until
then, many Web sites use Dell’s approach, in which
visitors are asked to identify themselves as belonging
to a particular category of customer when they enter
the sites.随着对网上访问者行为研究的深人，我们将会了解
识别访问者不同模式的方法并将其引导到网站的不同区域里
。目前，多数网站采取的是戴尔公司的策略，要求访问者在
进入网站时确定自己所属的类别。
Thank you