ebs_20230610d

Part 5. Exactive Summary to CEO, conclusion from 1~4

背景

1990年以前，我們公司出版的石油情報雜誌、潤滑油採購指南及其他工具書，曾經是中文出版界中唯一專業介紹磨潤、潤滑相關資訊的商業出版社，所以我們的書除了台灣，在香港、新加坡地區，都有書局代銷販售。

2000年以前，隨著開放，中國大陸的公司一開始是在我們的刊物上作廣告，接著雙方版權合作，然後類似的書籍、雜誌...如雨後春筍般的出現了。

2000年以後，隨著網路普及，相關資訊更是汗牛充棟，多如瀚海。我們的石油情報出版社、中國大陸的中石化出版社、合成材料研究..等等雖然持續研究與發行，但黃鐘毀棄瓦釜雷鳴，再也不是一言九鼎、言定一尊的角色。
針對這樣的轉變，我們公司在1998年發行潤滑油採購指南時已預做準備，申請了oil.com.tw和oil.net.tw的網域名稱，並使用至今。

現況

不過，我們網站的經營其實只是實體出版品的網路複製版而已，功能仍停留在雜誌或書籍廣告的複製、延伸，可以說對實質的交易促成，完全沒有積極的作用，反倒成了許多同業的取材資料庫。

近幾年來，雖然嘗試進行網站網頁改善、花錢購買SEO、增加Facebook、Line官網等社交媒體推廣，但對於轉化成實際交易的成效感覺甚微，也沒有進行深入的評估。

由於數位科技的成熟，網路、手機應用的方便，交易行為的AIDA模式，已經可以透過像Sales funells銷售漏斗的理論與工具實現。因此，我們應該盡速採取行動，投入人員與預算，參照Sales Funells的知識，更具體、精確的執行網路行銷工作。

建議

原來行銷部，只做了購買SEO、用Wordpress重建網站，以及建置Facebook、Line粉絲團與官網。並沒有按AIDA順序通盤檢討。所以建議依照Sales Funnels定義檢討各個細節，已建立改善的行動計劃。

目標

ACP

Part 7. Reference and Appendix

Reference

Paper: Marketing Sales Funnels
Summary (by Bing 2023/06/14)

The article by Andrzej Szymkowiak explores the concept of online sales funnels and how they are influenced by marketing activities. The author defines online sales funnels as the process of attracting, engaging, and converting potential customers into actual buyers using various online tools and channels. The author argues that online sales funnels are not only a technical solution, but also a strategic approach that requires a clear understanding of customer behavior, preferences, and needs.

The author reviews the literature on online sales funnels and identifies four main types of them: linear, circular, hourglass, and network. Each type has its own characteristics, advantages, and disadvantages. The author also discusses the role of marketing in online sales funnels and how it affects each stage of the funnel. The author proposes a framework for analyzing marketing activities in online sales funnels based on four dimensions: content, context, communication, and conversion.

The author then presents a case study of an online retailer that uses a linear sales funnel to sell its products. The author analyzes the marketing activities of the retailer at each stage of the funnel and evaluates their effectiveness and efficiency. The author also identifies some challenges and limitations of using a linear sales funnel, such as low customer loyalty, high competition, and lack of personalization.

The author concludes by highlighting the main findings and implications of the article. The author suggests that online sales funnels are a useful tool for increasing sales performance and customer satisfaction, but they also require constant monitoring and improvement. The author also emphasizes the importance of integrating marketing activities with online sales funnels to create a coherent and consistent customer experience. The author calls for further research on online sales funnels and their impact on different types of businesses and industries.

Appendix

About Term Paper

參考ChatGPT和Bard做的網頁

期末作業 CRM

Part 1. ChatGPT prompts

Part 2. Article initial by ChatGPT (1000 words)

Part 3. Bard prompts

Part 4. Article initial by Bard (1000 words)

Part 5. Exactive Summary to CEO, conclusion from 1~4

Part 7. Reference and Appendix