网络营销不是网络推广,更不是电子商务

网络营销         记得2000年在大学时候,学习了市场营销第二学位,原计算机学院的同学不可思议的认为“你怎么去卖东西啊?”我当时还觉得有点委屈,这不是在低估我的智慧吗?营销不是简单的卖东西,但很难跟他解释清楚。那个时候,整个社会对“营销”“销售”“推销”这些概念比较混淆,甚至在早些年,很多学生家长不让自己的小孩报读“市场营销”专业。不希望自己小孩出去当售货员。

        而如今2011年,网络营销盛行的年代,同样有这样问题发生,认为“网络营销就是网络推广”、“网络营销就是网络销售”,甚至“网络营销就是电子商务”,这些都是观念的误解。

        “营销”相对于“销售”来说,多了“营”这个环节,“营”解释为:筹划,管理,建设,如营业、营作、营造、经营、国营、私营。多了对市场判断,客户需求判断,消费行为判断、竞争对手研究等环节;营销学书里说:“根据市场需要组织生产产品,并通过销售手段把产品提供给需要的客户被称作营销。”

        “销售”:则是“营销”的“销”这个环节。“销”解释为:出卖货物,如销售、销路、供销。销售就是介绍商品提供的利益,以满足客户特定需求的过程。

        而“推广”的概念有“推衍扩大”的意思,更加侧重手段,将影响效果扩大,如电子邮件推广、论坛推广等;侧重于通过广告等传播方式“推”动客户购买。

        简单想来,营销,就是“思行”结合、“谋动”结合,而“销售”和“推广”则侧重于“实施环节”,“行”、“动”。

什么是网络营销?

         百度百科给的定义:网络营销(On-line Marketing或E-Marketing)就是以国际互联网络为基础,利用数字化的信息和网络媒体的交互性来辅助营销目标实现的一种新型的市场营销方式。

        营销特许协会给的定义:识别、预测和满足顾客要求的管理过程。

        而我更加认同,专业教材《网络营销战略、实施与实践》上的说法:

        “实现的目标:为了获取利润和保留顾客等,在一个多渠道购买过程和顾客生命周期中开展支持性营销活动。

        使用的营销战术:认识到数字技术的战略重要性,运用电子沟通和传统沟通,有计划地开发一种识别顾客并将其转化为在线服务的方式,通过提高客户认知“需求细分、行为分析、价值分析和忠诚驱动要素分析”来保留顾客,传递匹配个人需求的、已整合的、有目的的沟通和在线服务。

        运营的推广手段:运用能形成在线渠道的技术,包括网站、电子邮件、数据库,以及移动/无线和数字电视。”

        当然,这个概念非常长,但从目标、手段、战术上做了全面阐述,相对准确清楚些。

 

“电子商务”不同于“网络营销”

       “电子商务”指的是利用简单、快捷、低成本的电子通讯方式,买卖双方不谋面地进行各种贸易活动。核心是电子化交易。还包括:供应链管理、网上支付、物流配送等环节。描述的电子化交易的整个过程。而“网络营销”更多是一种策略、方法和手段。供应链管理、网上支付、物流配送、仓储管理等等都不包括在内。可以说“网络营销”是“电子商务”的一个环节。

“网络推广”不同于“网络营销”

        谈起“网络推广”,第一想到的是各种推广手段,如论坛、SEO、博客、微博等等,更加强调某种商品的传递过程,前提是这个商品价值已经确定,在商品产生前的市场测量已完成。另外,对于网络战略部分不用过多考虑,更加侧重战术实施环节,仅仅是“推而广之”。

        以上,是我的浅薄总结。

        做事如此,做人也如此: 先营而后销,三思而后行,先谋而后动!

       ( 文章出自喻旭 :http://yuxu.net/?p=43 )

21 thoughts on “网络营销不是网络推广,更不是电子商务

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