美国作业代写：Electronic media

下面为大家整理一篇优秀的assignment代写范文- Electronic media，供大家参考学习，这篇论文讨论了电子媒体。电子媒体是销售和营销中的一个非常有用的工具，在获取客户以及资源节约方面都起到了非常大的作用。与报纸、杂志等印刷媒体相比，电子媒体具有速度快、处理能力大、实时更新、覆盖面广、交互性强等特点。电子媒体信息分配的效率非常高，耗时少，成本低，使每个人都能非常容易地获取信息并与他人分享。

Introduction

Electronic media (E media) is a useful instrument in sales and marketing, in terms of effectiveness in customer acquisition, engagement and retention, and efficiency in resources saving. This paper is to perform a literature review on various arguments regarding different key concepts associated with E media first, including website constitution, customer relationship management, E commerce and social media. Literature will cover Kasavana’s 3M theory regarding website constitution (Kasavana, 2002), Payne’sandFrow’s theory on customer relationship management (Payne&Frow, 2005) and so forth. And then the paper will conduct a case study on the website design of the Hilton group by discussing the features of the website design, analyzing and evaluating its effectiveness in sales and marketing by reference to the theories reviewed above.

Literature Review

Electronic media (E media) uses electronic information technology to distribute content. Basically E media functions in the form of Internet, television, radio, broadcast, electronic board and other forms utilizing electronic techniques to spread information. Compared with print media like newspapers and magazines, E media is featured by high speed, large processing capacity, real time updates, massive coverage, and interactivity. On one hand, the efficiency of information distribution has been greatly improved with less time consumption and lower costs. On the other hand, E media enables each individual to produce information and share it with others. Ordinary people are granted with opportunities to make comments and express ideas, which is impractical with traditional print media.

More businesses are taking advantage of E media to help with their sales and marketing initiatives, and tourism and hospitality industry is no exception. The Internet has become an integral part of the tourism information system, affecting final purchase decisions by acting as a portal of information for tourism businesses (Salem, El-Said& Nabil, 2013). Hospitality establishments who opted not to use the World Wide Web were likely losing an important competitive advantage (Litvin, Blose& Laird, 2005). As one of the most important features of E media, interactivity helps businesses establish an electronic dialogue that provides individual customers access to information, and in turn, customers can give feedback to the businesses (Brodie, Winklhofer, Coviello&Johnston, 2007). Marketing campaigns relying on E media can effectively enhance customer engagement with the businesses in a cost efficient way. Utilizing electronic marketing, hospitality firms reach out to potential clients efficiently and effectively, increase worldwide visibility and access, sustain continuous interaction without any geographical or time constraints (Salem, El-Said&Nabil, 2013). Among all the electronic marketing tools, website marketing is considered to be a useful instrument deployed by many hospitality firms to enhance customer engagement and provide tailored products and services catering to individual needs.

What constitutes a good website?

Kasavana has proposed that a website has three basic elements: message, magic and method (Kasavana, 2002). Message refers to information and content a website displays for viewers, magic is associated with interactive approaches including animation and access to critical databases, and method stands for creative overall layout design, site mapping and artistically pleasing graphics and design features.

Kasavana has also provided some criteria in evaluating a website. First of all, the Uniform Resource Locator assigned to a website should contain logical, recallable words or phrases which make it easy for viewers to locate the website. An extended concept of Proxy Uniform Resource Locator has been developed which makes it possible that even if people input wrong entries such as misspelling, they can still get linked to the correct website. Secondly, the website should arrange for comprehensive navigations using frames, buttons and hotlinks to enable viewers to navigate more easily. This way, the website can be more user friendly and intuitive. Thirdly, the information and content should be meaningful and palatable, and customized content should be well prepared if viewers enter self-defined parameters. Fourthly, Kasavana has suggested the Three-Click Rule which enables viewers to reach their desirable information within three clicks, and the Twenty-two Inch Rule which limits the length of a web page to two typed pages. Fifthly, the site mappingshould be creative and artistic by usingcomplimentary colors, flashy technological features, multimedia, and other factors properly. Lastly, there should be a communication channel on the website for better customer engagement and experience. The communication channel can be set in various forms such as email inquiries and others (Kasavana, 2002).

CRM

The concept of customer relationship management (CRM) has emerged with the development of information technology. The accurate definition of CRM has not been finally settled, yet there are various arguments about the concept prevailing now. CRM usually refers to technology-based customer solutions (Payne&Frow, 2005). Ryals and Payne describe CRM as information-enabled relationship marketing (Ryals&Payne, 2001).

As mentioned above, the emerging of CRM is associated with technology. However, we cannot narrowly define CRM as a technological solution. Payne and Frow has proposed that CRM involves a profound synthesis of strategic vision, and CRM should be incorporated into strategy development process, value creation process, multichannel integration process, information management process and performance assessment process (Payne &Frow, 2005). In other words, how to manage the relationship with customers should be considered from perspectives of different processes and the CRM efficiency and effectiveness will impact the processes later the other way round.

Ecommerce

Electronic commerce (E commerce) is the process of conducting business electronically among various entities in order to satisfy an organizational or individual objective (Gunasekaran, Marri, Mcgaughey&Nebhwani, 2002). Besides the basic function of facilitating business transactions, E commerce also involves the management of the relationships that lead to and arise from transactions (Aalst, 1999). Utilizing Internet technology, E commerce can bring economic efficiencies. E commerce reduces transaction time, since buyers can find what they want by just logging on a certain E commerce platform which takes far less time compared with offline shopping where buyers have to locate and walk into a certain physical store. Simultaneously, E commerce improves the efficiency of transactions. All the information such as product features, price and reviews or comments on the products are available on the E commerce platform, and if buyers feel proper, they just make an order and then pay through bank accounts, third party payment tools, or rewards points. Furthermore, E commerce enlarges products and services selection scope and encourages continuous innovations on offerings, since online space is unlimited.

Gunasekaran, Marri, Mcgaughey and Nebhwani have proposed that E commerce is able to improve the productivity and competitiveness of participating companies, whether they are suppliers or customers. They believe that E commerce will enable companies to shorten procurement cycles, cut costs, reduce development cycles, gain access to global markets at low costs, ensure product and price competitiveness, smoothen communications with customers and manage customer relationships in a cost efficient way, exchange information easily, take advantage of alternative sales channels and tap new markets or markets niches(Gunasekaran, Marri, Mcgaughey&Nebhwani, 2002). E commerce can help businesses achieve higher efficiency and effectiveness in different activities in the value chain.

Social media

Social media platforms give opportunities to each individual to become an information producer. Information production, distribution, sharing and exchange are the major processes of social media. Each person can create a piece of information, put it online accessible by others, and discuss around it. Kietzmann, Hermkens, McCarthy, and Silvestre have proposed seven functions of social media, which are identity, conversations, sharing, presence, relationships, reputation, and groups respectively (Kietzmann, Hermkens, McCarthy&Silvestre, 2011). Businesses should pay attention to the social media and participate in this communication. A company should recognize its social media landscape,develop strategies based onthat and the company’s missions and visions, and act as a curator of social media interactions and content (Kietzmann, Hermkens, McCarthy&Silvestre, 2011). Besides, Mccarthy, Lawrence, Wixted, and Gordon have suggested that a company should scan their environments in order to understand the velocity of conversations and other information flows that could affect current or future position in the market (Mccarthy, Lawrence, Wixted& Gordon, 2010).

Benefits

E media brings great benefits to businesses. First of all, it helps businesses enhance customer engagement effectively, since customers have the chance to produce and distribute information through collaborative writing, content sharing, social networking, social bookmarking, and syndication (Thackeray, Neiger, Hanson&Mckenzie,2008). In this way, businesses can get feedback from customers more easily and can make responses more promptly. Secondly, word-of-mouth marketing is practical since customers canwrite down positive comments and reviews about the products if they are satisfied with them, give high ratings, and make recommendations to strangers. Thirdly, Hudson has summarized that online promotion in the hospitality industry holds four distinct advantages: targetability which means that businesses can focus on customers based on specific profiles, tracking which means knowing more about customers, deliverability and flexibility featured by permanent availability, fast launching, updating or cancelling, and interactivity between businesses and customers whenever and wherever possible (Hudson, 2013).

Pitfalls to avoid

First of all, businesses should be careful not to touch any privacy issues. Consumer behavior and user data will be perfectly recorded by information system for businesses to do data mining. However, privacy issues are of high risk during data mining process, and customers may be irritated if their personal information gets leaked. Secondly, businesses should give prompt responses to customer inquiries through all electronic channels. A slow or impersonal response sends a strong message of ignoring customer needs which can decrease customer satisfaction (Murphy, Forrest&Wotring, 1996). Thirdly, Regular website maintenance cannot be ignored. Maintenance includes updating the site, responding to emails, and making changes according (Murphy, Forrest&Wotring, 1996). A website with out-of-date information or invalid links will hurt user experience.

Conclusion

E media has emerged with the advancement of information technology, and has expanded the way businesses can be done. It improves companies’ engagement with customers in a cost efficient way and enhances profitability. Companies should take full use of the E media to conduct theirbusinesses; otherwise they could probably lag behind their competitors who utilize E media. In other words, website marketing has become a tactical necessity (Murphy, Forrest &Wotring, 1996). Simultaneously, companies should avoid the pitfalls mentioned above.

Case study

Organizational overview of Hilton

Hilton group is operating all around the world with subsidiaries focusing on different categories including luxury, upper upscale, upscale, lower upscale and so forth. Traditionally the group positions itself as super high end resorts and hotels, yet with its investment in diversified categories like Hampton Inn featured by convenience and value for money, Home2 Suites positioned as innovation, youth and sense of modernization and other entities differentiated from those super high end subsidiaries, it is now a comprehensive hospitality group catering to various target customers with different tastes and purchasing power. These considerations should be incorporated into the design of the website to increase user engagement and enhance customer satisfaction.

Website constitution

The website is composed of sign-in and join entrances, products and services highlights, hyperlinks to sub sections, promotions and communication channels.

Sign-in and join entrance

Sign-in and join entrances are provided for customer profile management. New users could click the “join” button to register online and set up their own personal accounts. And next time they visit the website for a booking, they could click “sign in” and then reserve rooms using their accounts. Customer profile management can be viewed as information-enabled relationship marketing (Ryals& Payne, 2001) since the profile contains numerous useful information and data to assist the hotel in catering to specific needs of individual customers.

Products and services highlights

Products and services highlights are presented with keywords and graphics. There are two demonstrations rolling one after another consecutively. One of the rolling demonstrations highlights the attractive discounts available to members in different regions accompanied by a “book now” button aiming to stimulate orders and accelerate customers’ decision making process; and the other one encourages customers to download the mobile application of the hotel by showing a positive comment on the application from a seasoned and regular traveler, accompanied by a “download now” button to facilitate downloading process.The presentations use a tactical combination of complimentary colors, visually comfortable features and multimedia which can leave positive impressions on viewers (Kasavana, 2002).

Hyperlinks to sub sections

Hyperlinks to sub sections are available on a hyperlink bar covering five sections which are respectively: Find A Hotel, Offers, Meetings & Events, Resorts, and About Hilton.From my perspective, this is one of the most important navigations on the website. A comprehensive navigation using frames, buttons and hotlinks to enable viewers to navigate more easily can make the webpage more user friendly and intuitive (Kasavana, 2002). Find A Hotel is a positive searching and sorting entrance which enables customers to fill in their geographical information, arrival and departure time, room type and so forth in the search bar and then matching options will pop up for consideration and selection.This is customized contentprovided based on defined parameters entered by viewers (Kasavana, 2002). Offers section includes current promotions in progress such as unique travel packages, hotel discounts, and bonus point earnings. Each promotion is summarized by a brief highlight indicating what is to be offered and how to get it, accompanied by a picture providing visual illustrations and expressions. A “more details” button is inserted under the promotion summary guiding viewers to a detailed illustration of the promotion and way to participate if clicked. Meetings & Events section focuses on special events including business meetings, trainings, weddings and so forth. Visual expressions are communicated by graphics and keywords showing what the hotel can provide catering to individual needs by tailored and customized solutions. Resorts section focuses on demonstration of resorts available within Hilton’s global operation sites. The background image shows a couple standing by the sea with a cottage nearby, which expresses to viewers about the feelings of choosing Hilton for a holiday. The column on the left side of the page is composed of different selection criteria such as “where do you want to go”, “what do you want to do” and “why not go all inclusive” providing ease for viewers in selection. This is another example of customized content (Kasavana, 2002). About Hilton section provides an overview on the group. This is especially useful to those new customers who have not used the products or services of the group before. Particularly, this section provides the information of new hotels now accepting reservation and upcoming hotels which will start operation in the near future. From this perspective, this is useful to existing customers as well.

Besides, hyperlinks to subsidiaries in the group are available. As mentioned in the organizational review, Hilton has been diversifying its operations by including both super luxurious offering and suites catering to people who have a limited budget but still want to have a good rest. When viewers put their mouse on a subsidiary’s brand name, a floating window will pop up giving a brief introduction of it including its positioning. If viewers are interested, they could click and be taken to the webpage of those subsidiaries. The design of the subsidiaries’ websites is generally consistent with the group, and adds some elements reflecting the unique positioning of each subsidiary.Considering its global operation, the website provides hyperlinks to each local site designed for local market. Thisglobal visibility and accesswithout any geographical or time constraints is enabled by the establishment of the website (Salem, El-Said & Nabil, 2013). Besides, language options are available as well. This provides flexibility for customers to choose the interface they are most comfortable with.

Promotions

Following the hyperlinks to sub sections is promotions. Three parallel promotions are displayed in a graphically balanced way with either “sign up now” or “book now” available for immediate decision making and action.

Communication channels

The website also sets communication channels to engage with customers in various forms. First of all, newsletters will be sent automatically to the mailboxes of those who have signed up for this service. Secondly, hyperlinks to Hilton’s official accounts on different social network platforms are displayed for viewers to get and stay connected with the group, including Facebook, Twitter, Instagram, Youtube, Pinterest and Google plus.The communication channels represent technology-based customer solutionswhich help engage with customers more effectively (Payne &Frow, 2005).

Evaluation and conclusion

The modified Balanced Score Card with a set of critical success factors will be used here for the website evaluation. This evaluation model was proposed by Morrison, Taylor, Morrison, and Morrisonin 1999 (Morrison, Taylor, Morrison& Morrison, 1999).

Technicalperspective

First of all, the website provides comprehensive navigations with hyperlinks to useful information and content. Since this is a large group with different positioned entities and provides different service categories catering to different needs, it designs the navigations carefully to make it easy for viewers to get to where they are interested instead of getting lost. Secondly, the website is designed to save viewers’ time. For instance, when viewers put their mouse on a subsidiary’s brand name without clicking or being guided to another webpage, a floating window will firstlypop up giving a brief introduction of the subsidiary. If viewers are not interested, they could just move their mouse to the next subsidiary, rather than waste time in downloading page content which they actually have no interest. Thismakes the website more userfriendly.

Marketing perspective

First of all, the website helps with market segmentation and target marketing by providing different selection criteria linking to different offerings and reservations. For instance, the website categories offerings into accommodations, meetings, weddings, resorts and so forth, and provides links to different positioned entities for customers with different tastes and purchasing powers. Secondly, the website launchesjoint marketing campaigns with business partners. For instance, the group grants customers with bonus points if they pay with the card issued by American Express. On one hand, this incentivizes customers to continue to book services with Hilton in the future since they can redeem their bonus points for a discount or additional services next time. On the other hand, this acts as a marketing campaign for American Express as well, since the card company can acquire new customers in cooperation with Hilton, and in the other way round, American Express card holders can probably convert into customers of the Hilton group later. Thirdly, the communication channels make customer relationship management more effective and efficient. By sending newsletters to subscribers, Hilton is pushing information and communicating its operations, offers and promotions to customers in an active way which shares similarity to initiative marketing. By encouraging connectivity on social networks, the group can frequently interact with customers by launching online initiatives, increasing the number of tagging, liking and forwarding to enhance brand awareness.

Customer perspective

The overall design or the site mapping of the website is user friendly and intuitive. Graphics, texts, colors are designed in a balanced way, which provide comfort visually. The information and content are useful, interesting and relevant. Images and keywords presentations on the website are eye catching, which can increase customers’ interest in viewing more content of the website.Reservation channel is available forone-stop booking, and personal profile is set up in back end for better customer services.

Reference

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Litvin, S. W., Blose, J. E., Laird, S. T., & Laird, S. T. (2005). Tourists’ use of restaurant webpages: is the internet a critical marketing tool?.Journal of Vacation Marketing, 11(11), 155-161.

Brodie, R. J., Winklhofer, H., Coviello, N. E., & Johnston, W. J. (2007). Is e-marketing coming of age? an examination of the penetration of e-marketing and firm performance. Journal of Interactive Marketing, 21(1), 2-21.

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Payne, A., &Frow, P. (2005).A strategic framework for customer relationship management.Journal of Marketing, 69(4), 237-251.

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Gunasekaran, A., Marri, H. B., Mcgaughey, R. E., & M.D. Nebhwani.(2002). E-commerce and its impact on operations management.International Journal of Production Economics, 75(s 1–2), 185-197.

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Mccarthy, I. P., Lawrence, T. B., Wixted, B., & Gordon, B. R. (2010).A multidimensional conceptualization of environmental velocity.Academy of Management Review, 35(4), 604-626.

Thackeray, R., Neiger, B. L., Hanson, C. L., &Mckenzie, J. F. (2008). Enhancing promotional strategies within social marketing programs: use of web 2.0 social media. Health Promotion Practice, 9(4), 338-43.

Hudson, S. (2013). Tourism and hospitality marketing : a global perspective. Current Issues in Tourism, 13(1), 95-97.

Murphy, J., Forrest, E., &Wotring, C. E. (1996).Restaurant marketing on the worldwide web.Cornell Hospitality Quarterly, 37(1), 61-71.

Morrison. A. M., Taylor, J. S., Morrison, A. J., & Morrison, A. D. (1999). Marketing small hotels on the World Wide Web.Information Technology & Tourism,2(2), 97-113.

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