4S Web Marketing Mix[4S网络营销组合]
(康斯坦丁尼德斯)

知识中心

在传统/实物市场条件情况下，4P营销组合无疑是一个理想的市场工具，但是在虚拟的互联网市场上，它就显得不那么有效了。 4P架构对于互联网商业环境的两个主要局限是：

• 4P的角色特征大幅减退，
• 4P缺乏具体的战略要素。

成功的电子商务应该是企业线上的虚拟商业活动与企业线下的经营战略、营销计划、组织流程的无缝整合。

什么是4S网络营销组合？

Constantinides 博士的4S网络营销组合法来源于对电子商务市场（E-Marketing）四种管理要素的辨析：

1. 范围（Scope）-界定所有支撑在线商业活动的战略要素， 管理层对这些战略要素要做经常性的、持续性的回顾和评估。 其范围包括：市场和竞争者、客户信息特征、在线运营活动对企业现有内部流程的影响，以及企业在线战略角色的识别，等等。
2. 网站（Site）-确定公司所有线上运营活动，包括其业务特征和市场定位等。 企业级网站作为企业与业务伙伴、客户联系的主要窗口和平台，在设计过程中，一定要考虑到有利于企业联系这些目标群体， 各项虚拟活动要既能吸引顾客积极互动，又能永久留住顾客。
3. 协同（Synegry）-选择企业线上活动与现有组织结构进行整合的关键区域。 企业网站高效运作的前提之一就是： 要将资金投在关键的协同领域，最大化企业的市场影响力。 这就要求：
   • 整合一线部门： 将所有的虚拟商务活动完全融入公司整体营销计划。 自初始之时，公司就必须对线上业务给以足够的支持，进而将其发展成为公司整体营销计划的重要组成部分。
   • 整合后台部门： 首先需要强调的是，线上的虚拟经营活动与现实中的组织流程进行广泛的整合，既是公司提供在线服务的前提条件，也是公司在线顾客的期望所在。 如此整合，就意味着公司的一些传统业务、工作流程不得不进行更新或重组，以符合在线顾客的服务需要和价值要求。
   • 整合公司网络及外部资源： 整合所有外部资源，对公司网站的推广促进、后勤服务等各项活动大有裨益。如果部分流程环节仅依靠公司内部力量操作起来很吃力的话，则可以选择外包给公司的外部伙伴。
4. 系统（System）-即提供技术支持的框架系统，确保企业网站在运作过程中，能够做到安全可靠、经济高效、用户友好。

4S网络营销组合的起源。 历史

4S网络营销组合模型在1996-1997年间被提出，最初被用作为一项教学工具。随后，它被证明非常适合用来指导企业网站的建设，以及对业已存在的网站进行评估和改进。

4S网络营销组合的实际运用。 应用

• 全新网站设计。
• 现有网站评估/升级。
• B2C商业环境下尤为有效。

4S网络营销组合的实施步骤。 流程

1. 范围（Scope）： 战略和目标。
   市场分析： 竞争基础、竞争对手、市场潜力、市场预测、市场趋势。
   潜在客户： 类型、动机、行为、需求、偏好及当前实现方式。
   内部分析： 企业内部资源、流程及价值等。 网站凭借的是维持发展性技术，还是破坏创新性技术？
   战略角色： （一般分类） 信息资讯类、教育培训类、关系交友类、推广促进类、贸易服务类。
2. 网站（Site）： 架网经验。
   网站内容要以顾客为导向， 要回答好如下几个关键问题：
   - 顾客对公司网站有哪些想法和期望？ 域名、内容、设计、布局、氛围、美工、定位以及传统的4P。
   - 顾客为什么要选用公司网站？ 操作简单、功能完备、速度快捷、信息全面、搜索简便、路径明晰、互动性强以及客户订制化。
   - 网站具有哪些吸引顾客回访的要素？ 在线服务、用户反馈、关系管理、信息质量、更新及时、客户保护、隐私政策以及易于感知的安全感。
3. 协同（Synegry）： 资源整合。
   前台整合： 与传统市场营销战略及营销活动进行一体化整合。
   后台整合： 与组织流程、传统系统及数据库进行一体化整合。
   第三方整合： 构造网络伙伴关系，利用网络伙伴，协助开展各项在线商务活动和提供后勤服务。
4. 系统（System）： 技术应用、技术要求及网站管理。
   软件、硬件、通信协议、内容管理、系统服务、网站管理、托管选择、付费系统、绩效分析。

4S网络营销组合的优势。 优点

• 甄别出一个成功网站在战略、运营、组织及技术四个方面的核心要素。
• 由于架网建站的门槛较低，网络技术发展日新月异，4S组合法特别强调线上业务要与线下活动进行战略整合。
• 非常适用于互联网企业，以及市场条件变化较快的传统部门。
• 突出了营销管理人员的角色和地位，在4S架构下，他们不仅是技术员，更是战略家。

4S网络营销组合的局限。 缺点

• 为B2C商务模式专属开发。
• 对互联网用户的行为习惯要有足够的认知，进而才能优化选取4S所甄别出的各项要素。 而在通常情况下，获取这样的资讯并非易事。

4S网络营销组合的假设。 情况

• 传统的4P营销组合不再适用于网络营销环境。

参考文章： Efthymios Constantinides - The 4S Web-Marketing Mix Model. E-Commerce Research and Applications, Elsevier Science, July 2002, vol 1/1, pp 57-76

论坛 关于以下内容的论坛讨论：网络营销-B2C策略。 How to Build a Successful Online Platform: Edelman 5-Question Framework In the past decade, the number of online platforms has increased significantly. This is not surprising, given the ability of those platforms to create a lot of value through the enablement of communic... 8   Digital / Web Marketing versus Traditional Another difference with traditional marketing (mix) is that in web marketing individual clients can be - and often are - reached ("One-to-One Marketing"), such as in the case of search marketing and s... 8   2条评论 A/B Testing. Fundamentals and Tips What is A/B Testing? It is essentially a way of validated learning by comparing two versions of some thing/object to find out which one performs better. A/B Testing was traditionally associated with ... 7   4条评论 Digital Marketing ROI? Metrics for Social Media Campaigns Digital marketing Return on Investment (ROI) is the measure of the profit or loss that you generate on a digital marketing campaign, based on the amount of money you have invested. Here are a bunch o... 6   Content Marketing Content Marketing (CM) is a type of marketing that focuses on creating and publishing valuable, consistent, and relevant content (videos, blogs, text, etc.), which does not directly promote the brand ... 4   2条评论 Lead Generation: List of Traditional and Digital Techniques Lead generation is the process of generating interest in a company's brand, products, or services using inbound and outbound marketing strategies. There are two distinct lead generation categories:... 4   5条评论 Publisher (books) goes Social Media; Do or Don�t? I am writing a thesis for a publisher in the Netherlands and I am examining the possibilities for the implementation of social media. How could we reach potential readers? Is it relevant to profile th... 4   2条评论 The E-Marketing Model used by Facebook Can anyone help me to describe the Facebook Model, taking into account the e-marketing techniques used by Facebook? ... 4   Video Marketing: Tips to Improve your Video Content Online video might not be the easiest marketing technique to take on, more businesses are carving out time and resources to ensure it's on their list. There are different types of video content that y... 3   Web Marketing Obeys to other Rules than Traditonal Marketing Constantinides is absolutely right: E-commerce should not be viewed as an application of technology but as an integral part of a strategic approach to running a business via the web. And indeed web ma... 0   1条评论 开始一个新的论坛主题关于网络营销-B2C策略 免费注册

训练课程关于网络营销-B2C策略。 初级课程 进阶课程 专家课程

最佳实践 关于网络营销-B2C策略的最高评价的讨论主题。在这里你会找到最有价值的思路和切实可行的建议。 🥇 Marketing in the Internet Age We should not think about Internet Marketing, but about Marketing in the Internet Age. The internet and similar (mobile) new technologies enable changes in many things: the position of customers, th... 20   10条评论 🥈 Web Marketing in Africa The speed of web marketing is a big challenge to marketers in Africa. We have a slow society, yet we have to particiate in international trade. Unless the mindset of most African people is changed I s... 8   3条评论

专家提示 关于Web Marketing (B2C Strategy)（英语）的高级见解。在这里，您将找到专家的专业建议。 咨询技巧 教学技巧 实际实施技巧 Another Web Marketing Mix E-Marketing Strategy In contrast to the 4S Web Marketing Mix, Kalyanam and McIntyre are suggesting an E-Marketing Mix that can be synthesized... Six Steps for Integrating Social Media Into your Organization Social Media Integration, Using Social Media, Social Media for Business In order to successfully integrate social media into your organization, six useful steps can be used. These are the foll... How to Improve your Conversion Rate? Best Practices To improve the Conversion Rate (CR) of a web site you have to follow these eight principles: 1. �Avoid accidental marke... The Role of the 4P's in an Online Enviroment E-Marketing, Strategy Although the 4P's are not the critical factors in an online environment, they are still more or less important and neces... Don't Forget Internal Marketing Involving your Employees, Internal Marketing Best Practices Besides external marketing, dealing with the image, look and view how customers see or define your organization, interna... Strategic Options for Dot-coms and Established Firms Internet Strategy, Business Strategy M. Porter suggests the following strategic options for dot-coms and established companies in his article �Strategy and t... Understand your Conversion Rate Web Site Marketing and Benchmarking According to Bryan & Jeffrey Eisenberg with Lisa T. Davis (Call to Action: Secret Formulas to Improve Online Results, 20... International Versions of Websites. do or Don't? Branding, Brand Relationship, Internet Strrtegy An article of Bartikowski and Singh (2014) studies the efficiency of increasing Website Cultural Congruity (WCC) across ... The Importance of Customer Differences in Markets with Network Effects: the Limits of Scale Network Effect, Network Strategy, First Mover Advantage, Second-mover Strategy, Customer Intimacy, Market Segmentation The network effect (Metcalfe's Law) is the phenomenon that the value of a product or service increases (exponentially) w... Key Search Engine Optimalization Steps Improve your Ranking According to Vanessa Fox (Marketing in the Age of Google, 2010)- a former Google's expert, to help search engines to sea...

信息来源 有关网络营销-B2C策略的各种信息来源。在这里，您将找到Powerpoint，视频，新闻等可用于您自己的讲座和讲习班。 Introduction to E-Marketing | Internet Marketing E-marketing, Web Marketing, Affiliate program, Search engine optimization, Email campaigns, Mobile marketing This presentation covers the topic of E-marketing, divided into various subcategories. It consist of the following secti... Integration of Social Media in Business Internet Strategy, Online Strategy, Social Media Strategy, Integration Presentation about the Internet, Social Media and the Integration of them in business by A. Siegle. The presentation ha... The Internet / Social Media Revolution Social Media, Internet Strategy, Internet Impact, Digital Revolution Video shows how fast social media is growing. And gives a clear status of the position of social media by 2014. Great s... Social Media for Business Social Media in Business, Social Media for Business, Social Media and Business This presentation is about social media in businesses that outlines some steps to integrate social media into you organi... Cross-cultural Marketing on the Internet Marketing, International Business Presentation about Cross-cultural Marketing by Rafael Capurro. The main focus is on website marketing. Hofstede�s cultur... Speech Kotler on Internet Marketing Initial Understanding of Internet Marketing, Trainings, Workshops Philip Kotler explains some conditions and gives some tips on internet marketing. - Have a good Website. Including what...

工具 有关 AABBCC 的有用工具网络营销-B2C策略。 新闻 视频 简报   书比人好 学术的 更多

比较：  Marketing Mix[营销组合] (4Ps)  |  Extended Marketing Mix[扩展的营销组合] (7Ps)  |  Operational CRM[运营型顾客关系管理]  |  Bricks and Clicks[砖块加鼠标]  |  TDC Matrix[TDC矩阵]  |  Twelve Principles of the Network Economy[网络经济12法则]  |  Affiliate Marketing[联盟营销]  |  Strategic Thrusts[战略攻击]

返回到分类主页： 营销和销售   |  战略与创新

更多管理方法、模型和理论