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[E-비지니스] 아이 빌리지(iVillage) 마케팅 사례조사(영문)에 대한 자료입니다.
목차
Introduction
About the Company
Brief History
Business model
Management structure
Stakeholders
Competitors
E-marketing plan
E-Marketing activities summary
Targeting consumer behavior
Differentiation
Positioning
Performance metrics
SWOT
Conclusion
References
Appendix
본문내용
E-Marketing activities summary
iVillage makes most profits by selling banners, text-links and sponsorships from other business. This business is known as the "volume-based" model because volume is a vital factor to attracting advertising clients. However, more and more websites are competing for the advertising business; advertisers are unwilling to post ads on pages that are full of other ads. According to Jupiter Communications, Internet advertising is expected to approximately 13.6 percents of the total advertising spending by 2012. In order to survive in the fierce competition iVillage ventures e-commerce business model. Thus, this combined business model offers iVillage greater competitive advantage as well as provides more value to the customer.
The design of web site is very important; as it is the first thing the customers are going to see. Both companies' main business purpose is to attract and maintain women customers. "Web page is from a marketing point of view like the business card of your company." Attractive design of web page would definitely interest customer.
Color has certain effect on the users. Color should support the message of the web page. Opening the web of iVillage, its color schema is light green, yellow or orchid that is the color of tranquil, intuitive and trustworthy. IVillage is a comfort community where you can entertain, release and communicate.
The most important thing on the web page is content. It is impossible to attract customer to return to look for new information if you let users leave the web page without giving them information. Entering the web sites of iVillage, you may find that iVillage compromises a large amount of information. Firstly, iVillage uses changeable picture that gives the customer a vivid impression. Secondly, iVillage has many items channel. This provides the customer more choice. Finally, iVillage has established good feedback systems. For example, after you register on iVillage, you will received a confirm e-mail from iVillage,