 Moi quan he doi tac chien luoc co the thuc day doanh thu loi nhuan cua ca hai cong ty, dac biet la tren mang Internet. Moi quan he doi tac tren mang co the giup dieu hoa, trao doi giao thong o ca hai site co cung chung muc tieu kinh doanh va kiem tim loi nhuan truc tuyen.
Phuong thuc phoi hop thong thay giua hai website hop tac la trao doi bien quang cao. "Neu ban ban ca-vat, ban nen tim cach xay dung quan he doi tac voi mot cua hang ao ban ao so-mi. Bat cu ai sau khi mua ao deu muon mua cho minh mot chiec ca-vat", John Lynch, mot chuyen gia thuoc cong ty marketing truc tuyen Synnetry cua My cho biet: "cac site phoi hop co the trao doi bien quang cao, thuong khong di kem bat cu chi phi phu them nao". Mot cach tim kiem doi tac khac ma nha ban le tren mang co the ap dung la tim toi mot quay hang ao quy mo hon de trung bay cac san pham cua minh. Vi du, BigStar, nha cung cap phim va dia DVD truc tuyen cua My co qui mo lon thu hai the gioi, luon san sang thuc day hop tac voi nhung cong ty truc tuyen truoc do da co moi quan he voi cac thanh vien cua hang. Giam doc Williams cho biet: "Tim kiem doi tac luon doc BigStar uu tien trong chien luoc phat trien kinh doanh va Women.com la mot trong nhung doi tac duoc chung toi coi trong. Chung toi dat bien quang cao trong muc giai tri cua ho, dat danh muc nhung cuon video danh cho tre em trong muc gia dinh v.v...". Ben canh do, Women.com con gui thong diep toi nguoi dang nhap tap chi, huong dan ho den voi BigStar va nhung bo phim truc tuyen BigStar danh rieng cho cac thanh vien cua Women.com. Mo hinh "tam gui" duoc danh gia la mot trong nhung phuong thuc xay dung doi tac truc tuyen dang hoc hoi nhat. Theo phuong phap nay, hay tu nguyen bien website cua minh thanh mot trang con trong website cua doi tac. Vi du, thong thuong, moi khi ban mua mot goi hang tren mang cua mot cong ty truc tuyen nao do, ban cung dang mua san pham cua UPS hoac Federal Express. Hai cong ty van tai nay moi moc cac cong ty khac su dung phan mem tinh toan khoi long hang hoa van chuyen, nhan giao hang co dam bao toi tan noi o cua khach hang. Federal Express tham chi con cho phep mot so cong ty nh Lands'End nhap lai du lieu cua minh. Thong qua do, khach hang cua Lands'End co the truc tiep kiem tra qua trinh van chuyen lo hang ho dat. Tap doan Dell Computer lien ket voi cac hang phan phoi may tinh nho hon, tao dieu kien de khach hang tu cau hinh nhung chiec may tinh cua minh. Nguoi truy cap doi khi lam tuong minh dang o tren website Joe's Computer Shack Web; tuy nhien, tren thuc te ho lai dang tuy bien PC cua minh voi phan phem Joe "muon" cua Dell. "Nhung site tot nhat tren the gioi, xet ca tu goc do so luong ngoi truy cap va doanh thu ban hang, lai la nhung site ma tai do nguoi truy cap tham chi se khong biet chinh xac ho dang va se di toi dau". Ong John Lynch nhan dinh, "nha quan tri nhung website nay khong bo nhieu tien cho quang cao. Bi quyet cua ho la nhan doi nhieu lan hieu qua quang cao trong boi canh co rat nhieu nha quan tri khac dang tim cach thu hut nguoi truy cap toi website cua minh- va cung chinh la toi website cua ho". Cac chuong trinh chi nhanh (affiliate programs) Hoan toan tuong tu, cai dat mot chuong trinh chia se thu nhap, mot chuong trinh chi nhanh, ban cung co the quang ba cho cho website cua minh ma khong phai bo ra mot xu cho quang cao. Theo phong phap nay, cac website khac se dem den nguon kinh doanh cho ban va doi lai- dung ngan ngai chia se cho ho mot phan loi nhuan ma minh nhan duoc. Theo ong Williams, hau het cac website lon deu thanh lap chuong trinh chi nhanh. Tuy nhien, dieu nay khong co nghia la cac doanh nghiep nho khong the nhung chuong trinh chi nhanh cua rieng minh. Cong tac voi BigStar, chi nhanh co the tao dong day ket toi noi dung cua site, ban phim va thu loi nhuan. Vi du, bat cu ai cung co the xay dung va dua vao hoat dong mot CLB cac fan cua Tom Hanks, tao duong ket noi voi trang cua BigStar, ban cac bo phim co su tham gia cua Tom Hanks de thu loi nhuan. "Chi nhanh cua chung toi co kich co tu rat nho toi muc trung binh. Muc tieu chinh cua nhung chi nhanh nay la mang dich vu van hoa nghe thuat toi nguoi ham mo chu khong thien ve muc tieu thuong mai", ong Williams cho biet. "Chuong trinh phan mem danh cho chi nhanh cua chung toi rat de su dung. Ban chi can kich hoat chuong trinh, tao duong link va chuong trinh se tu dong ma hoa - ban se nhan duoc % loi nhuan tu hoat dong kinh doanh cua cong ty". Doanh nghiep nho thong qua cac chuong trinh chi nhanh de phat hien cac "diem nong" cua thi truong, nhung chi nhanh cong tac "lam an hieu qua nhat" de kip thoi co cac bien phap kich thich toc do phan phoi. Quan he doi tac qua duong ket noi tuong ho Duong ket noi tuong ho (reciprocal link) co the tam thoi giam giao thong tren website cua ban. Tuy nhien, theo ly thuyet, cu 10 nguoi di, se co 10 khac tim den. Trong so 10 nguoi moi den, se co khoang 2 nguoi mua hang va su trao doi nay la hoan toan hop ly. Phuong phap cong tac nay rat co tinh kha thi, vi theo ly thuyet, 10 nguoi ma ban "xua di" ve co ban dang muon tim kiem san pham tren website cua cac nha cung cap khac. Trong khi do, 10 nguoi moi den nhieu kha nang se rat quan tam toi nhung san pham bay ban tren website cua ban. Thuan loi dang ke cho moi lien he theo duong ket noi (link relationships) la hau het cac website khong kien cao lan nhau trong linh vuc nay. Mot website nao do thuong khong phai lien lac voi ban khi muon thiet lap mot duong link toi website cua ban. Ban cung can phai luu y, su tuong dong giua hai website cang lon, moi quan he doi tac cang it phat huy tac dung. Chinh vi vay, phuong phap tot nhat la hay tim cho minh mot doi tac voi muc do tuong dong phu hop ve san pham va cac loai hinh dich vu. Vi du, neu cong ty ban ban so-co-la, hay tim den mot website giao ban keo. Tiep theo, hay tham khao y kien cua nha quan tri website do xem ho co san sang tao mot duong link toi cua hang cua ban. Co the ban se nhan duoc mot cau tra loi phu dinh. Tuy nhien, dung nan long vi thong thuong ban se dat duoc muc dich cua minh. Nho rang hay tim kiem doi tac la cac site co dong nguoi truy nhap. Neu muon dat mot duong link tren website cua nguoi khac, ban cung can phai thiet lap nhung duong ket noi huong ngoai tren website cua minh. So duong lien ket huong ngoai la 2, 3 tham chi nhieu hon nua khang dinh su san sang cua ban khi tham gia vao xu the "cho-cho" (give-give) tren mang Internet. Thuong xuyen to chuc cac chuong trinh khuyen khich danh cho khach hang Trong boi canh moi quan he marketing trong TMDT ngay cang phuc tap, thuong xuyen to chuc cac chuong trinh khuyen khich danh cho khach hang la mot cong cu quang ba tot ma ban nen tan dung. Ve ly thuyet, hoat dong mua ban cua khach hang chiu tac dong rat lon cua thoi quen. Chi can co nhung ly le "mang tinh thuyet phuc vua du", da so khach hang se tim toi cac gian hang cu, mua nhung san pham thuoc nhan hieu truoc do da "lot vao mat xanh" cua ho. Cac nha marketing nhieu kinh nghiem duy tri va "troi buoc" khach quen cua minh thong qua viec to chuc thuong xuyen cac chuong trinh "khuyen khich khach quen" nhu giam gia, khuyen mai v.v... Vi du dien hinh co the de cap o day la chien dich "uong Pepsi, tang qua". Cac doanh nghiep nho, thuoc dia phuong cung trien khai nhung chuong trinh khuyen khich khach quen. Delis, mot cua hang ban banh sandwich cua My, khuyen mai theo hinh thuc "mua 10 tang 1"... Nhieu sieu thi, cua hang rua xe, tiem giat la v.v... cung thuc hien cac chuong trinh khuyen mai theo the thuc nay. Cac nha marketing truc tuyen hien cung dang "hoc doi" "chieu thuc" niu giu khach quen nay. Et Cetera Gifts- mot cong ty kinh doanh truc tuyen, tinh diem cho moi USD khach hang tieu tai cua hang. So diem nay se duoc dua vao tai khoan "tiet kiem" cho nhung lan mua hang sau do cua khach hang. Mot cua hang truc tuyen cung co the ap dung hinh thuc chiet khau, giam gia cho nhung khach hang dang nhap thanh vien cua website dich vu. Doi voi nhung khach hang thuong xuyen toi mua hang, nhung uu dai ma tu cach thanh vien mang lai cao hon nhieu so voi chi phi dang nhap thanh vien. Neu duoc thuc hien mot cach hop ly, cac chuong trinh khuyen khich khach quen thuong xuyen se nang dan so luong khach hang toi thieu (bottom line) mua hang tren website cua ban. Nhung chuong trinh duy tri long trung thanh cua khach quen, loai bo suc ep canh tranh va nang cao uy tin cua cong ty ban. Hay de khach hang ban tan ve website cua ban Nhu la mot phong tien, nhung loi ban tan (word of mouth) to ra rat hieu qua- dac biet la tren mang Internet. "Internet van con vo van khoang trong cho nhung loi ban tan", ong Williams khang dinh, "moi nguoi van muon ban tan ve nhung website ho thich va vi sao ho lai thich nhung website nay. Nguoi ta thich noi toi nhung website dac biet (cool) ma ho vua phat hien". Dieu do co nghia la, de duoc nhieu nguoi toi tham, hay de khach hang ban tan ve website cua ban thong qua nhung su khac biet ve noi dung, giao dien, cac chuong trinh khuyen mai v.v... Ong Dave Hack, giam doc cong ty US Wings, hieu rat ro ve suc manh cua hinh thuc "tuyen truyen mieng". Cong ty cua ong chua bao gio dat bat cu mot tam bien quang cao nao tren mang, tuy nhien da rat thanh cong trong 4 nam hoat dong chu yeu dua vao "su ban tan qua lai" trong gioi khach hang. La mot cong ty chuyen bay ban trang phuc va cac dung cu chuyen dung cho quan doi, doanh thu US Wings tang 200% so voi cung ky nam ngoai va website cua cong ty thu hut trung binh 10.000 luot nguoi truy cap/tuan. Nguyen nhan cua viec "an nen lam ra" nay, theo giam doc Dave Hack, boi vi hang US Wings cung cap la "hang My thu thiet". "Ban co the truy cap rat nhieu website de tim cho minh mot chiec ao khoac cua mot phi cong nem bom. Tuy nhien, chi tai website cua US Wings, ban moi co the tim duoc mot chiec ao vua y duoc san xuat tai My. Khach hang tung mot lan mua hang cua US Wings ban tan voi nhau va voi nhung nguoi khac ve san pham cua chung toi. Mot vien tuyet nho lan tu dinh nui xuong co the tao nen ca mot tran tuyet lo. Doanh thu ban hang cua chung toi chinh vi the ma tang len nhanh chong". Suc manh cua tu "mien phi" "Mien phi" la mot tu ngu ky dieu tren mang Internet. Ben ngoai cam giac hung thu boi co hoi lay duoc mot cai gi do ma chang mat gi ca, nguoi truy cap "bat" duoc tu 2 am tiet nay tren mang cung deu san sang tiet lo voi ban be. Ong Williams cho biet, BigStar thong su dung cac mon hang "mien phi" de loi cuon khach hang. Cu the, theo ong Williams, so luot truy cap trong tuan dau tien cua moi thang ke tu khi BigStar ap dung chien thuat cung cap mien phi moi thang mot bo phim moi da tang len dang ke va o muc kha on dinh. Chien luoc "truyen mieng" khong chi gioi han trong pham vi cong dong khach hang, chien luoc nay cung co the khien cac website khac tu van nguoi mua hang tim den voi ban. Cac site chi duong tren Internet, vi du Internet Shopper- doi tac dien tu cua Penny Saver, hang tuan deu liet ke nhung thu "cho khong" tren mang Internet. Hay dam bao ban co kha nang kiem soat luong khach hang truy nhap vao website cua ban! Suu tam Article source http://w4rum.com/191.t
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