Professional Documents
Culture Documents
Ví dụ:
Email
Cơ sở dữ liệu khách hàng
Website
http://www.fptpromo.com
1. Quảng cáo trên Youtube
Tại sao Google mua Youtube
https://www.youtube.com/
1. YouTube is a video-sharing
website headquartered in
San Bruno, California,
United States.
2. The service was created by
three former PayPal
employees in February
2005.
3. In November 2006, it was
bought by Google for
US$1.65 billion.
4. YouTube now operates as
one of Google's subsidiaries.
Interactive Advertising
Web 1.0
- Vnexpress
- Dantri
Khai thác web 1.0 2.0
Web 2.0
- Wikipedia
- Youtube
- Facebook
- Myspace
Viral Marketing
3. Áp dụng Email marketing
Email
- Mail list
- B2B portal, marketplace
- Business directories
Click to talk
http://www.europages.co.uk/
Đừng có SPAM
E-Mail marketing
4. Áp dụng Tin nhắn SMS
Conversion Ratio - CR
30 sản phẩm bán được / 3000 người xem = 1%
Quảng cáo bằng email: 8/100.000 = 0.008%
8. Gợi ý cho khách hàng
Amazon.com
Recommendation
8. Gợi ý cho khách hàng
Pop-up
Recommendation
9. Phải có website đã
UpSell
11. Chiêu thức bán hàng
CrossSell
12. Chiêu thức bán hàng
Returns / Rebates
13. Lợi ích từ website
SEO
E-Marketing
marketing một cách
“sáng tạo”
1. Nghiên cứu kỹ nhu cầu
khách hàng
1-29
Trình duyệt
web – Cơ hội
cho mọi
người August 9, 1995
THEN
Ai nhìn ra cơ
hội này?
Mọi cá nhân
có thể tiếp
NOW cận Internet
IS Today (Valacich & Schneider) Copyright © 2010 Pearson Education, Inc. Published as Prentice Hall 12/21/23
4. Không thể bỏ qua Mạng xã hội
2-32
Web
2.0
Quảng cáo trên
các mạng xã hội –
Cơ hội bình đẳng
cho các doanh
nghiệp
Wikipedia a
huge success
IS Today (Valacich & Schneider) Copyright © 2010 Pearson Education, Inc. Published as Prentice Hall 12/21/23
5. Thuê ngoài nếu chuyên nghiệp hơn
2-33
Thuê ngoài –
Giảm chi phí dịch
vụ khách hàng?
Companies can
now use talented
engineers from
anywhere
Cơ hội
IS Today (Valacich & Schneider) Copyright © 2010 Pearson Education, Inc. Published as Prentice Hall 12/21/23
6 Đầu tư vào công nghệ
SCM 2-34
IS Today (Valacich & Schneider) Copyright © 2010 Pearson Education, Inc. Published as Prentice Hall 12/21/23
7. Khai thác thông tin trên Internet
2-35
Individuals have
access to massive
amounts of
information
Thông
tin
IS Today (Valacich & Schneider)
Google
Copyright © 2010 Pearson Education, Inc. Published as Prentice Hall 12/21/23
8. Sử dụng mobile Apps
3G – khả 2-36
năng
tiếp cận
mọi nơi
Sự hội tụ các
mạng viễn thông
– điện thoại +
Internet + …
Greater mobility
Convergence
IS Today (Valacich & Schneider) Copyright © 2010 Pearson Education, Inc. Published as Prentice Hall 12/21/23
9. Tìm kiếm Tài năng
IT/Ecom
3-37
Nhanh
hơn
Tự động hóa giúp
các công việc được
thực hiện:
Faster
Cheaper
More accurately
With greater
consistency
IS Today (Valacich & Schneider) Copyright © 2010 Pearson Education, Inc. Published as Prentice Hall 12/21/23
10.2. Doing Things Better
3-39
Chất
lượng
Hệ thống thông
cao hơn
tin hiện đại giúp:
Learn about
processes
Improve processes
Support
organizational
learning
IS Today (Valacich & Schneider) Copyright © 2010 Pearson Education, Inc. Published as Prentice Hall 12/21/23
10.3. Doing Things Smarter
3-40
Làm
IS giúp tạo ra tốt
năng lực cạnh hơn
tranh
(competitive
advantage)
Turning benefits
of automating and
informating into
strategic
advantage
IS Today (Valacich & Schneider) Copyright © 2010 Pearson Education, Inc. Published as Prentice Hall 12/21/23
11.1. Low Cost 1
Chi phí
3-41
thấp
hơn
Mức giá thấp
nhất trong toàn
ngành, các nhóm,
các loại sản phẩm
tiêu dùng
Broad focus
Wal-Mart
Source: Courtesy A. A. Thompson and A. J. Strickland III,
Strategic Management: Concepts and Cases, 8th ed. (Homewood,
III.: Richard D. Irwin, 1995).
IS Today (Valacich & Schneider) Copyright © 2010 Pearson Education, Inc. Published as Prentice Hall 12/21/23
11.1. Low Cost 2
Thị
3-42
trường
ngách
Mức giá thấp
nhất trong một
số nhóm hàng
Focus on niche
Dell
Source: Courtesy A. A. Thompson and A. J. Strickland III,
Strategic Management: Concepts and Cases, 8th ed. (Homewood,
III.: Richard D. Irwin, 1995).
IS Today (Valacich & Schneider) Copyright © 2010 Pearson Education, Inc. Published as Prentice Hall 12/21/23
11.3. Differentiation 1
3-43 Tạo
điểm
khác
Nét riêng = sản biệt
phẩm, dịch vụ tốt
hơn đối thủ cạnh
tranh (giá vẫn cao)
Broad Focus
Sony
Merceides Source: Courtesy A. A. Thompson and A. J. Strickland III,
Strategic Management: Concepts and Cases, 8th ed. (Homewood,
III.: Richard D. Irwin, 1995).
IS Today (Valacich & Schneider) Copyright © 2010 Pearson Education, Inc. Published as Prentice Hall 12/21/23
11.4. Differentiation 2
Điểm
3-44
khác
Offer better biệt hẹp
products/services
than competitors
Focus on niche
iPhone/
iPad/ Sony
Vaio
Source: Courtesy A. A. Thompson and A. J. Strickland III,
Strategic Management: Concepts and Cases, 8th ed. (Homewood,
III.: Richard D. Irwin, 1995).
IS Today (Valacich & Schneider) Copyright © 2010 Pearson Education, Inc. Published as Prentice Hall 12/21/23
11.5. Best Cost
Chi phí
3-45
thấp
nhất
Chất lượng đủ
tốt – Giá cả phải
chăng
Target
IS Today (Valacich & Schneider) Copyright © 2010 Pearson Education, Inc. Published as Prentice Hall 12/21/23
12.1. Web Site Rules
5-46
Giá trị
mới
IS Today (Valacich & Schneider) Copyright © 2010 Pearson Education, Inc. Published as Prentice Hall 12/21/23
12.2. Web Site Rules
5-47
Hấp
dẫn
IS Today (Valacich & Schneider) Copyright © 2010 Pearson Education, Inc. Published as Prentice Hall 12/21/23
12.3. Web Site Rules
5-48
Duy trì
quan hệ
IS Today (Valacich & Schneider) Copyright © 2010 Pearson Education, Inc. Published as Prentice Hall 12/21/23
12.5. Web Site Rules
5-50
IS Today (Valacich & Schneider) Copyright © 2010 Pearson Education, Inc. Published as Prentice Hall 12/21/23
12.6. Web Site Rules
5-51
IS Today (Valacich & Schneider) Copyright © 2010 Pearson Education, Inc. Published as Prentice Hall 12/21/23
12.7. Web Site Rules
5-52
Sponsored search
Pay to ensure a spot on
top of search results page
Company in control of ad
positioning
Pay-per-click
Google
IS Today (Valacich & Schneider) Copyright © 2010 Pearson Education, Inc. Published as Prentice Hall
Ads 12/21/23
12.8. Web Site Rules
5-53
SEO
Position within search
results based on
complex formula
Site owner has no
control over the
position of the ad
Optimization based on:
Web site updates
Use of key terms
Unethical “tricks”
IS Today (Valacich & Schneider) Copyright © 2010 Pearson Education, Inc. Published as Prentice Hall 12/21/23
12.9. Web Site Rules
6-54
Gmail: Web-based e-
mails
Google Calendar:
Collaborative calendar
Google Talk: IM client
Google Docs: Online
office suite
Google Sites:
Collaboration suite for
team information
IS Today (Valacich & Schneider) Copyright © 2010 Pearson Education, Inc. Published as Prentice Hall 12/21/23
12.10. Web Site Rules
6-55
IS Today (Valacich & Schneider) Copyright © 2010 Pearson Education, Inc. Published as Prentice Hall 12/21/23
12.11. Web Site Rules 2.0
6-56
IS Today (Valacich & Schneider) Copyright © 2010 Pearson Education, Inc. Published as Prentice Hall 12/21/23
Online Travel
6-57
IS Today (Valacich & Schneider) Copyright © 2010 Pearson Education, Inc. Published as Prentice Hall 12/21/23
13. Giao hàng 4 “đúng”
9-58 Fulfill
35 million customers worldwide ment
Innovations leading to satisfaction
Personalized greeting
Memory for recent
purchases
Targeted “gold box” offers
and bargains
Fraud protection
Shipping vs. billing address
comparison
Method of shipment checks
Credit card sources checks
“One-click” shopping
IS Today (Valacich & Schneider) Copyright © 2010 Pearson Education, Inc. Published as Prentice Hall 12/21/23
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