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线下与病毒式营销 Below-the-Line Vs Viral Marketing

时间:2018-02-07 14:54来源:www.ukthesis.org 作者:英国论文网 点击联系客服: 客服:Damien
几十年来,市场营销在商业成功中起着核心作用,最终涉及到创造和保留顾客,他们通过购买产品为公司创造利润。有人建议,吸引新客户的成本要远远高于维持现有客户的成本,因此,公司希望利用营销组合为客户建立有效和有效的保留系统。
而线下的促销模式已经确立了自己作为市场营销的一个重要组成部分和由于新技术和全球化的另一种营销形式,病毒式营销的快速发展,得到了广泛的关注。之所以引起人们的注意,是因为在使用这种工具的过程中,公司以最低的营销预算证明了他们的成功。国际直接营销网络测量了不同的营销技巧的使用,发现84%的公司使用了某种形式的线下营销。这样,产品和信息的分布就能立即得到响应。然而,组织和个人已经受制于他们的追求和方式以前所未有的速度改变参与在二十一世纪为扩大病毒营销越来越引人注目的商业机会。
这些特性包括业务的国际化和全球化,从这些趋势中创造了新的动力学在营销结构的所有公司产生激烈的竞争。目前企业最重要的需求之一是满足越来越苛刻的顾客,他们期望对货物和信息的要求立即作出反应。病毒营销在满足这种需求方面的作用随着因特网的使用和用户的扩大而不断增加。病毒式营销指的是那些与信息交互的人吸收并传递信息的策略。因此,病毒营销这一术语常常与互联网联系在一起,因为它提供了广泛的免费渠道,如电子邮件、网站和聊天室,以提供初始信息。此外,营销不仅仅是物质的东西,而是涉及品牌和经验。
 
Marketing has played a central role in business success for decades and is ultimately concerned with the creation and retention of customers who through the purchasing of products generate profits for companies. It has been suggested that the cost of attracting new customers is much higher than maintaining existing ones and thus firms seek to build up efficient and effective retention systems for customers using a marketing mix.
 
While the 'below-the-line' promotional model has established itself as a major component of marketing mixes due to the rapid development of new technologies and globalisation another marketing form, viral marketing, has gained broad attention, (Lanman, 2003). The reason for this attention is that companies have demonstrated their success with minimum marketing budgets in generating millions of profits in using this tool. The International Direct Marketing Network measured the use of different marketing techniques and it found that 84% of firms used some form of below the line marketing (North, 1995). In this way the response of distribution of products and information can be measured immediately. However both organisations and individuals have been subject to an unprecedented rate of change in the way they pursue and are involved in business and commercial opportunities in the 21st century making the case for an expanded role for viral marketing ever more compelling, (Kalakota, 1999).(责任编辑:cinq)


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