ﺲﻣﺎﺨﻟا ﻞﺼﻔﻟا –
ﻲﻧﺎﺜﻟا ءﺰﺠﻟا
ﻧ ﺘﻜﻟﻹا ﻖ ﺘﻟا ﻲﻧوﺮﺘﻜﻟﻹا ﻖﻳﻮﺴﺘﻟا
د . ﷲاﺪﺒﻋ نﺎﻤﻴﻠﺳ ﻢﻴهاﺮﺑا [email protected] www.kau.edu.sa/iabdullah
ﺪﻋﺎﺴﻤﻟا تﺎﻣﻮﻠﻌﻤﻟا ﻢﻈﻧ ذﺎﺘﺳا لﺎﻤﻋأ ةرادإ ﺴﻗ ﺰﻳﺰﻌﻟاﺪﺒﻋ ﻚﻠﻤﻟا ﺔﻌﻣﺎﺟ لﺎﻤﻋأ ةرادإ ﻢﺴﻗ- ﺰﻳﺰﻌﻟاﺪﺒﻋ ﻚﻠﻤﻟا ﺔﻌﻣﺎﺟ
عﻮﺿﻮﻤﻟا ﺮﺻﺎﻨﻋ
• ﻖﻳﻮﺴﺘﻟا ﻒﻳﺮﻌﺗ ﺔ ﺎ ﻻا تﺎ ﻠﻄﺘ ﻟا • ﺔﻴﺳﺎﺳﻻا تﺎﺒﻠﻄﺘﻤﻟا
• ﻖﻳﻮﺴﺘﻟا تﺎﺒﻠﻄﺘﻣ
• ﻲﻧوﺮﺘﻜﻟﻻا ﻖﻳﻮﺴﺘﻟا ﺺﺋﺎﺼﺧ
• ﻲﻧوﺮﺘﻜﻟﻻا ﻖﻳﻮﺴﺘﻟا صﺮﻓ
• ﻲﻧوﺮﺘﻜﻟﻻا ﻖﻳﻮﺴﺘﻟا تﺎﻳﺪﺤﺗ • ﻲﻧوﺮﺘﻜﻟﻻا ﻖﻳﻮﺴﺘﻟا تﺎﻳﺪﺤﺗ
• ﻲﻘﻳﻮﺴﺘﻟا ﺞﻳﺰﻤﻟا
• ﻲﻧوﺮﺘﻜﻟﻻا ﻖﻳﻮﺴﺘﻟا ﻞﺋﺎﺳو
ﻲﻧوﺮﺘﻜﻟﻹا ﻖﻳﻮﺴﺘﻟا ﻒﻳﺮﻌﺗ
• ًﻻﺪﺑ ًﺎﻴﻧوﺮﺘﻜﻟإ لدﺎﺒﺘﻟا فاﺮﻃأ ﻞﻋﺎﻔﺗ ﻰﻠﻋ ﻢﺋﺎﻗ يرﺎﺠﺗ ﻞﻣﺎﻌﺗ
ﺷﺎ ﻟا ﺎ ﻟا لﺎ ﺗﻻا ﺮﺷﺎﺒﻤﻟا يدﺎﻤﻟا لﺎﺼﺗﻻا ﻦﻣ .
• ﺖﻧﺮﺘﻧﻹا ﺔﻜﺒﺷ ﺮﺒﻋ تﺎﻣﺪﺨﻟاو ﻊﻠﺴﻟا ءاﺮﺷو ﻊﻴﺑ ﺔﻴﻠﻤﻋ .
ﻜﻟا ﻄ ﺔ ﻠ ﻟا ﻞ ﺎآ أ ط ﻞ •
؟ﻲﻧوﺮﺘﻜﻟا ﻖﻳﺮﻄﺑ ﺔﻴﻠﻤﻌﻟا ﻞﻣﺎآ ﻢﺘﺗ نأ طﺮﺘﺸﻳ ﻞه
ﻲﻧوﺮﺘﻜﻟﻹا ﻖﻳﻮﺴﺘﻟا
• ﻠﻋ ﺳﺎﺳأ ﻞﻜﺸﺑ ﺪ ﻤﺘﻌﻳ ﻧوﺮﺘ ﻜﻟﻻا ﻖﻳﻮ ﺴﺘﻟﺎﻓ • ﻰﻠﻋ ﻲﺳﺎﺳأ ﻞﻜﺸﺑ ﺪــــــــﻤﺘﻌﻳ ﻲﻧوﺮﺘـــﻜﻟﻻا ﻖﻳﻮــــــﺴﺘﻟﺎﻓ
ﺖﻧﺮﺘﻧﻻا (InternetBased Marketing)
ﺔﺳرﺎﻤﻣ ﻲﻓ
نﻼﻋﻻﺎآ ﺔﻴﻘﻳﻮﺴﺘﻟا ﺔﻄﺸﻧﻷا ﺔﻓﺎآ /
ﻊﻴﺒﻟا / ثﻮﺤﺑ ،ﻊﻳزﻮﺘﻟا
ﺎهﺮﻴﻏو ﺮﻴﻌﺴﺘﻟا ،ةﺪﻳﺪﺠﻟا تﺎﺠﺘﻨﻤﻟا ﻢﻴﻤﺼﺗ ،ﻖﻳﻮﺴﺘﻟا .
٧ - ﺔﻴﺳﺎﺳﻻا تﺎﺒﻠﻄﺘﻣ
• ﻊﻗﻮﻤﻟا ﺞﻳوﺮﺗ
• ءﻼﻤﻌﻟا ﻦﻣ ﻊﻤﺘﺠﻣ ءﺎﺸﻧا
• ﻊﻴﺒﻟا ﺪﻌﺑ ﺎﻣ ﺔﻣﺪﺧ
• ةرﺎﺛﻹاو ﺔﻴﺑذﺎﺠﻟا
• ﺮﻴﻴﻐﺘﻟا
• ءﻼﻤﻌﻟا ﻊﻣ ﺮﺷﺎﺒﻤﻟا ﻞﻋﺎﻔﺘﻟا
• ﺔﻴﺠﻳوﺮﺗو ﺔﻴﺋﺎﻋد تﺎﺠﺘﻨﻣ ﻢﻴﻤﺼﺗ
ﻖﻳﻮﺴﺘﻟا عاﻮﻧأ
.١ ﻲﺟرﺎﺨﻟا ﻖﻳﻮﺴﺘﻟا External Marketing
ﻘ ﻟا ﻟا ﺬ آ ﺔ ﻠﻘ ﻟا ﻟا ﺎﻇ ﻂ
ﻲﻘﻳﻮﺴﺘﻟا ﺞﻳﺰﻤﻟا ﺬﻴﻔﻨﺗو ﻢﻴﻤﺼﺘآ ﺔﻳﺪﻴﻠﻘﺘﻟا ﻖﻳﻮﺴﺘﻟا ﻒﺋﺎﻇﻮﺑ ﻂﺒﺗﺮﻣ ) ﺞﺘﻨﻤﻟا / ﺮﻌﺴﻟا / ﻊﻳزﻮﺘﻟا / ﺢﻳوﺮﺘﻟا .(
.٢ ﻲﻠﺧاﺪﻟا ﻖﻳﻮﺴﺘﻟا Internal Marketing
ﺔﻤﻈﻨﻤﻟا ﻞﺧاد ﻦﻴﻠﻣﺎﻌﻟﺎﺑ ﻂﺒﺗﺮﻣ :
ﺔﻟﺎﻌﻓ تﺎﺳﺎﻴﺳ
ﻦﻴﻠﻣﺎﻌﻟا ﻢﻋدو ﻦﻴﻠﻣﺎﻌﻟا ﺰﻴﻔﺤﺗو ﺐﻳرﺪﺘﻟ
. ﻢ
.٣ ﻲﻠﻋﺎﻔﺘﻟا ﻖﻳﻮﺴﺘﻟا :
Interactive Marketing
يﺮﺘﺸﻤﻟاو ﻊﺋﺎﺒﻟا ﻦﻴﺑ ﺔﻗﻼﻌﻟاو ﻞﻋﺎﻔﺘﻟا ةدﻮﺟ
ﻲﻧوﺮﺘﻜﻟﻹا ﻖﻳﻮﺴﺘﻟا ﺺﺋﺎﺼﺧ
.١ ﺔﻌﺳاو ﺔﻣﺪﺧ مﺪﻘﻳ ﻪﻧﺄﺑ ﻲﻧوﺮﺘﻜﻟﻹا ﻖﻳﻮﺴﺘﻟا ﺰﻴﻤﺘﻳ Mass service
٢ ﺎ ﺜآأ ﺨﺘ ﻟا ﺎ ﺘﻧا ﺬ ﻟ ﺎ ﺘﻧﻻا ة ﺎﺛﻻا ﻨ ا ﺨﺘ ا ﺰﻠ .٢ ﺎﻤﻣ ﺮﺜآأ مﺪﺨﺘﺴﻤﻟا ﻩﺎﺒﺘﻧا بﺬﺠﻟ ﻩﺎﺒﺘﻧﻻاو ةرﺎﺛﻻا ﺮﺼﻨﻋ ماﺪﺨﺘﺳا مﺰﻠﻳ
ﺔﻳﺪﻴﻠﻘﺘﻟا قاﻮﺳﻷا ﻲﻓ لﺎﺤﻟا ﻮه .٣ ﺮﻤﺘﺴﻳ ٢٤ ﻞﻔﻘﺗ ﻻ ﺔﻴﻤﻟﺎﻌﻟا بﻮﻟا ﺔﻜﺒﺷ نﻷ مﻮﻴﻟا ﻲﻓ ﺔﻋﺎﺳ
.٤ ﻊﻴﻤﺟ ﻲﻓ ءﻼﻤﻌﻟﺎﺑ ﺔﻳﻮﻗ تﺎﻗﻼﻋ ءﺎﻨﺑ تﻻﺎﻤﺘﺣا دادﺰﺗ ﻩﺎﺠﺗﻻا ﻲﺋﺎﻨﺛ
ﻢﻟﺎﻌﻟا ءﺎﺤﻧأ .٥ نﻮﻜﺗ نأ نوﺪﺑ ﺔﻴﻟوﺪﻟا قﻮﺴﻟا ﻰﻟإ لﻮﺻﻮﻟا ةﺮﻴﻐﺼﻟا تﺎآﺮﺸﻠﻟ ﻦﻜﻤﻳ
ﺔﻴﺴﻨﺠﻟا ةدﺪﻌﺘﻤﻟا ﺔﻤﺨﻀﻟا تﺎآﺮﺸﻠﻟ ﺔﻴﺘﺤﺘﻟا ﺔﻴﻨﺒﻟا ﺎﻬﻟ
ﻲﻧوﺮﺘﻜﻟﻹا ﻖﻳﻮﺴﺘﻟا صﺮﻓ
.١ ﺔﻴﻤﻟﺎﻋ قاﻮﺳأ ﻰﻟا لﻮﺻﻮﻟا ﺔﻴﻧﺎﻜﻣا
.٢ ءﻼﻤﻌﻟا ﺔﺟﺎﺣ ﺐﺴﺣ تﺎﺠﺘﻨﻤﻟا ﺺﻴﺼﺨﺗ
.٣ ءﻼﻤﻌﻟا ﻦﻣ ﺔﻌﺠﺗﺮﻣ تﺎﻣﻮﻠﻌﻣ ﻰﻠﻋ لﻮﺼﺤﻟا ﺔﻟﻮﻬﺳ
.٤ ﺔﻔﻠﻜﺘﻟا ﺾﻴﻔﺨﺗ
.٥ ﻞﻴﻤﻌﻟا ﺔﺟﺎﺣ ﺐﺴﺣ ﺮﻴﻌﺴﺘﻟا ﺔﻧوﺮﻣ
.٦ ﻊﻳزﻮﺘﻠﻟ ةﺪﻳﺪﺟ تاﻮﻨﻗو ﺐﻴﻟﺎﺳا ثاﺪﺤﺘﺳا
.٧ قﻮﺴﻟا ﻲﻓ ﻲﺠﻴﺗاﺮﺘﺳا ﻊﻗﻮﻣو ﺔﻴﺴﻓﺎﻨﺘﻟا تاﺰﻴﻤﻟا ﻖﻴﻘﺤﺗ
ﻲﻧوﺮﺘﻜﻟﻹا ﻖﻳﻮﺴﺘﻟا تﺎﻳﺪﺤﺗ
.١ ﺔﻴﻤﻴﻈﻨﺘﻟا تﺎﻳﺪﺤﺘﻟا
٢ ﺔ ﻧ ﺘﻜﻟﻹا ﻗا ﻟا تﺎ ﻨﻘﺗ ﺔﻔﻠﻜﺗ ﺎﻔﺗ ا .٢ ﺔﻴﻧوﺮﺘﻜﻟﻹا ﻊﻗاﻮﻤﻟا تﺎﻴﻨﻘﺗ ﺔﻔﻠﻜﺗ عﺎﻔﺗرا
.٣ ﺔﻴﻨﻘﺘﻠﻟ ﻊﻳﺮﺴﻟا رﻮﻄﺘﻟا
.٤ ﺔﻓﺎﻘﺜﻟاو ﺔﻐﻠﻟا ﻖﺋاﻮﻋ
.٥ ﻦﻣﻷاو ﺔﻴﺻﻮﺼﺨﻟا
٦ ﻲﻧوﺮﺘﻜﻟﻹا داﺪﺴﻟاو ﻊﻓﺪﻟا ﻞآﺎﺸﻣ .٦ ﻲﻧوﺮﺘﻜﻟﻹا داﺪﺴﻟاو ﻊﻓﺪﻟا ﻞآﺎﺸﻣ
.٧ ﺔﻴﺘﺤﺘﻟا ﺔﻴﻨﺒﻟا تﺎﻳﺪﺤﺗ
.٨ ﺔﻴﺘﺴﺟﻮﻠﻟاو ﺔﻳﻮﻤﻨﺘﻟا تﺎﻳﺪﺤﺘﻟا
ﻲﻘﻳﻮﺴﺘﻟا ﺞﻳﺰﻤﻟا ﺮﺻﺎﻨﻋ ﻦﻴﺑ ﺔﻧرﺎﻘﻣ
ﻗ ﻟا ﺗ
ﺞﺘﻨﻤﻟا ﺮﻌﺴﻟا ﻊﻳزﻮﺘﻟا ﺞﻳوﺮﺘﻟا
ﺮﺠﺘﻤﻟا ﻢﻴﻤﺼﺗ نﻮﺑﺰﻟا تﺎﻣﺪﺧ
ﻊﻗﻮﻤﻟا ﺞﻳوﺮﺘﻟا
ﺮﻌﺴﻟا ﻒﻴﻨﺼﺘﻟا
ﻊﻗﻮﻤﻟا ﻢﻴﻤﺼﺗ نﻮﺑﺰﻟا تﺎﻣﺪﺧ
ﻊﻳزﻮﺘﻟا ﺞﻳوﺮﺘﻟا ﻪﻔﻴﻨﺼﺗو ﺞﺘﻨﻤﻟا
ﺺﻴﺼﺨﺘﻟا ﻦﻣﻷا ﺔﻴﺿاﺮﺘﻓﻻا تﺎﻌﻤﺘﺠﻤﻟا
يﺪﻴﻠﻘﺘﻟا ﻖﻳﻮﺴﺘﻟا ﺞﻳﺰﻤﻟا ﺔﺋﺰﺠﺘﻟا ةرﺎﺠﺗ ﺞﻳﺰﻣ ﻲﻧوﺮﺘﻜﻟﻹا ﻲﻘﻳﻮﺴﺘﻟا ﺞﻳﺰﻤﻟا Source: Kalyanam and McIntyre, 2002
ﻲﻧوﺮﺘﻜﻟﻹا نﻼﻋﻹا
Recognition of new products launched
Factors 2006 2005 2004 2003 2002
Could Not Recall One New
Product 81% 57% 56% 50% 33%
Spent on Advertising, bln. $285 $271 $268 $249 $233 Number of Products Launched 32,624 29,294 31,185 33,678 31,785 Source: AdWeek
• Despite the fact that advertising spending f $271 bl i 2005 t $285 bl was up from $271 bln in 2005 to $285 bln in 2006, 81% of consumers could not name one of the top 50 new products launched in 2006,
• http://www.itfacts.biz/http://www.itfacts.biz/
Top Web advertisers in December 2006
Advertiser Budget Impressions, 000
Experian $ 90,284,000 34,649,333
AT&T $ 39,857,400 10,535,951
NexTag $ 32 120 900 15 221 834
NexTag $ 32,120,900 15,221,834
Verizon $ 31,759,200 8,962,028
Time Warner Inc. $ 27,288,500 6,948,177
Vonage $ 24,174,400 7,533,227
Low Rate Source $ 17,920,600 6,792,963 Bank of America $ 16 503 600 7 536 428 Bank of America $ 16,503,600 7,536,428
Blockbuster $ 16,056,700 7,309,783
eBay $ 15,566,900 2,606,156
ﺔﻴﻧوﺮﺘﻜﻟﻹا ﻊﻳرﺎﺸﻤﻠﻟ ﺔﻴﻘﻳﻮﺴﺘﻟا لﺎﺼﺗﻻا ﻞﺋﺎﺳو
ﺔﻣﺎﻋ ﺔﻴﻧوﺮﺘﻜﻟا ﻞﺋﺎﺳو داﺮﻓﻺﻟ ﺔﻬﺟﻮﻣ ﻞﺋﺎﺳو
ﺔﻳﺪﻴﻠﻘﺗ ﺔﻳﺮﻴهﺎﻤﺟ ﻞﺋﺎﺳو ﺔﻳﺪﻴﻠﻘﺗ ﺔﻳﺮﻴهﺎﻤﺟ ﻞﺋﺎﺳو ةﺮﺷﺎﺒﻣ ﻞﺋﺎﺳو
Direct comm.
ﺔﻣﺎﻌﻟا ﻲﻧوﺮﺘﻜﻟﻹا ﻖﻳﻮﺴﺘﻟا ﻞﺋﺎﺳو
.١ Banner Ads ﺔﻴﻧﻼﻋﻹا ﺔﻃﺮﺷﻻا
.١ E-mail ﻲﻧوﺮﺘﻜﻟﻹا ﺪﻳﺮﺒﻟا
• ﺔﻠﻜﺸﻣ SPAM
Example of banner ads
ﺔﻣﺎﻌﻟا ﻲﻧوﺮﺘﻜﻟﻹا ﻖﻳﻮﺴﺘﻟا ﻞﺋﺎﺳو
.١ Virtual Marketing ﻲﺿاﺮﺘﻓﻻا ﻖﻳﻮﺴﺘﻟا
ﺁ •
ﺮﺧﺁ ﻮﻋﺪﻳ ﺪﺣاو ﻞﻜﻓ سﺎﻨﻟا ﻦﻴﺑ ﺔآﺮﺸﻠﻟ ﺞﺘﻨﻣ ﻞﻘﻨﺘﻳ ﺎﻣﺪﻨﻋ
• لﺎﺜﻣ Hotmail, gmail, ﻖﻳﺪﺼﻟ ﺮﺒﺧ وا ﺔﻄﻘﻟ لﺎﺳرا ،
• ﺔﻠﺜﻣﻷا عورا ﻦﻣو :
كرﻮﺻ ﻞﺳﺮﻳ ﺎﻣﺪﻨﻋ ﻮﻳﺪﺘﺳ لﺎﺳﺮﻔﻴﻧﻮﻳ لﺎﺜﻣ
ءﺎﻗﺪﺻﻸﻟ
.٢ Partnership ﺔآاﺮﺸﻟا
• ﺔآاﺮﺷ AOL ﻊﻣ
Talk.com ﺔﻴﻟوﺪﻟا تﺎﻤﻟﺎﻜﻤﻟا ﻊﻴﺑ ﻲﻓ
ﺔﻣﺎﻌﻟا ﻲﻧوﺮﺘﻜﻟﻹا ﻖﻳﻮﺴﺘﻟا ﻞﺋﺎﺳو
.٥ تﺎﻔﻟﺎﺤﺘﻟا Affiliate Programs
ن زﺎ ا ﻒﻟﺎ ﺗ ٤
ﺔ ٤٠٠,٠٠٠ﻊﻣ نوزﺎﻣا ﻒﻟﺎﺤﺗ • ﺔﻬﺟ
.٦ Providing information تﺎﻣﻮﻠﻌﻤﻟا ﺮﻴﻓﻮﺗ
• قدﺎﻨﻔﻟاو ﺔﺣﺎﻴﺴﻟاو ﺮﻔﺴﻟا تﺎﻣﻮﻠﻌﻣ
.٧ Leveraging customer base ءﻼﻤﻌﻟا ةﺪﻋﺎﻗ لﻼﻐﺘﺳا
• تﺎﻧاﻮﻄﺳﻻا ﻊﻴﺑ ﻞﺜﻣ ةﺪﻳﺪﺟ تﺎﻣﺪﺧ جاردﻹ ءﻼﻤﻌﻟا ةﺪﻋﺎﻘﻟ نوزﺎﻣا ماﺪﺨﺘﺳا
ﻓﺎ ﻟا ﺎ ا ﻄ ﻼﻟ ﺎ ﻠ أ ﻟإ ﻔﻗ ﺎ ا ﺔ لﻼ ﻓ • ﻦﻴﺴﻓﺎﻨﻤﻟا ﻦﻴﺑ تﺎﻧاﻮﻄﺳﻼﻟ تﺎﻌﻴﺒﻣ ﻰﻠﻋأ ﻰﻟإ تﺰﻔﻗ ﻊﻴﺑﺎﺳا ﺔﺘﺳ لﻼﺧ ﻲﻓ
.٨ Innovative customer acquisition ﺔﻴﻋاﺪﺑﻻا ﻞﺋﺎﺳﻮﻟا
• لﺎﺜﻣ MyTeam.com ﺔﻴﺿﺎﻳﺮﻟا ﺔﻳﺪﻧﻷا تﺎﻣﻮﻠﻌﻣ ﺔﻣﺪﺨﻟ
داﺮﻓﻸﻟ ﺔﻬﺟﻮﻤﻟا ﻲﻧوﺮﺘﻜﻟﻹا ﻖﻳﻮﺴﺘﻟا ﻞﺋﺎﺳو
• نذﻹﺎﺑ ﻖﻳﻮﺴﺘﻟا
ﻗ esmail com
نﺎ ﻧإ ن ﻠ ﺔ ﻧﺎ ﺛ ﻪ ﻓ ﻞ yesmail.comﻊﻗﻮﻣ – نﺎﺴﻧإ نﻮﻴﻠﻣ ﺔﻴﻧﺎﻤﺛ ﻪﻴﻓ ﻞﺠﺳ
• ﻲﺼﺨﺸﻟا ﻊﺑﺎﻄﻟا تاذ ﺔﻳﺎﻋﺪﻟاو ﺔﻴﺼﺨﺸﻟا تﺎﻴﺻﻮﺘﻟا
– ﺔﻘﺑﺎﺳ تﺎﻣﻮﻠﻌﻣ ﻰﻠﻋ ءﺎﻨﺑ ﺪهﺎﺸﻤﻠﻟ ﺢﺋﺎﺼﻧ ﻊﻗﻮﻤﻟا مﺪﻘﻳ نأ
– ﻦﻴﺑ تﺎﻌﻴﺒﻤﻟا ﺪﻳﺰﺗ ١٠
ﻰﻟإ ٣٠ ﺔﺌﻤﻟا ﻲﻓ
• ﻲﺼﺨﺸﻟا ﻊﺑﺎﻄﻟا تاذ بﻮﻟا تﺎﺤﻔﺻ
– ﻪﺗﺎﺟﺎﻴﺘﺣا ﺐﺴﺣ مﺪﺨﺘﺴﻤﻟﺎﺑ ﺔﺻﺎﺧ ﺔﺤﻔﺻ ﻢﻴﻤﺼﺗ MyExcite.com
• ﻲﺼﺨﺸﻟا ﻊﺑﺎﻄﻟا تاذ بﻮﻟا تﻼﺤﻣ
– لﺎﺜﻣ Office Depot
ﻞﻳﻮﺤﺘﻟا ﺔﻔﻠﻜﺗ ﻦﻣ ﻊﻓﺮﻳ ﻚﻟﺬﺑو
ﻲﻧوﺮﺘﻜﻟﻻا ءﻼﻤﻌﻟا تﺎﻗﻼﻋ مﺎﻈﻧ
Customer Relationship Management (CRM)
• ﻢﻬﻴﻠﻋ ظﺎﻔﺤﻟاو ءﻼﻤﻌﻟا بﺬﺠﻟ ةادأ ﻦﻋ ةرﺎﺒﻋ
ﻟ ﻟ –
ﻖﻳﻮﺴﺘﻟاو تﺎﻌﻴﺒﻤﻟا ﻢﻋﺪﺗ – ﺔآﺮﺸﻟا ﻊﻣ ءﺎﻘﺘﻟﻻا طﺎﻘﻧ ﻞآ ﻲﻓ ءﻼﻤﻌﻟا ﻦﻋ تﺎﻧﺎﻴﺑ ﻊﻤﺠﺗ
– تﺎﻧﺎﻴﺑ ﻢﺟﺎﻨﻣ ﻲﻓ تﺎﻣﻮﻠﻌﻤﻟا ﻦﻳﺰﺨﺗ ﻢﺘﻳ
– تﺎﻧﺎﻴﺒﻠﻟ ﺔﻣﺪﻘﺘﻣ ﻞﻴﻠﺤﺗ ﻞﺋﺎﺳو ماﺪﺨﺘﺳا ﻢﺘﻳ
– ﻮه ﻲﺋﺎﻬﻨﻟا فﺪﻬﻟا lock-in
ﻞﻴﻤﻌﻟا ﻰﻠﻋ لﺎﻔﻗا
• ىﺮﺧأ ﺔآﺮﺷ ﻰﻟا ﻞﻳﻮﺤﺘﻟا ﺪﻨﻋ ةﺮﻴﺒﻜﻟا ةرﺎﺴﺨﻟﺎﺑ ﻞﻴﻤﻌﻟا ﺮﻌﺸﻳ نﺄﺑ
• لﺎﺜﻣ - لﺎﻴﻣﻷا ،ﻲﻧوﺮﺘﻜﻟﻻا ﺪﻳﺮﺒﻟا ،نﻮﻔﻠﺘﻟا ﻢﻗر ﺮﻴﻴﻐﺗ ل ل ﻴ ﻷ ﻲ وﺮ ﻻ ﻳﺮﺒ نﻮ ﻢ ر ﺮﻴﻴ
• لﺎﺜﻣ : ﺖﻓﻮﺳوﺮﻜﻳﺎﻣ ﺞﻣاﺮﺑ
• دﺪﺟ ءﻼﻤﻋ ﻰﻟا لﻮﺻﻮﻠﻟ ﺞﻣاﺮﺑ ﺮﻴﻓﻮﺗ -
،ﻲﻧوﺮﺘﻜﻟا ﺪﻳﺮﺑ ،نﻼﻋﻻﺎﺑ
ﺚﺤﺒﻟا تﺎﻴﻟﺁ
ﺔﻳﺪﻴﻠﻘﺘﻟا لﺎﺼﺗﻻا ﻞﺋﺎﺳو
ﻢﻟﺎﻌﻟا ﻊﻣ ﺮﻴﺛﺄﺗ ﺔﻳﺪﻴﻠﻘﺘﻟا ﻞﺋﺎﺳﻮﻠﻟ ﻞه
؟ﻲﻧوﺮﺘﻜﻟﻹا
ﺔﻳﺪﻴﻠﻘﺘﻟا ﻞﺋﺎﺳﻮﻟا :
ﻦﻳﺰﻔﻠﺘﻟاو ﻮﻳداﺮﻟا ...
• ﻰﻠﻋ نﻼﻋﻹا ﺔﻴﻠﻋﺎﻓ ﻒﻌﻀﺑ ًاﺮﺧﺆﻣ دﺎﺳ دﺎﻘﺘﻋا كﺎﻨه
ﺖﻧﺮﺘﻧﻻا ﺖﻧﺮﺘﻧﻻا .
• ﺔﻳﺪﻴﻠﻘﺘﻟا ﻞﺋﺎﺳﻮﻟا ﻰﻟإ ﻪﺠﺘﺗ نﻵا ﺖﻧﺮﺘﻧﻻا تﺎآﺮﺷ
– لﺎﺜﻣ Priceline.com ﻮﻳداﺮﻟا لﻼﺧ ﻦﻣ ﺞﻳوﺮﺘﻟا ﻰﻠﻋ ﺪﻤﺘﻌﺗ
ﻮﻳداﺮﻟا ﻰﻠﻋ ﺔﻳﺎﻋﺪﻟا ﺔﻴﻧاﺰﻴﻣ ﻦﻴﺜﻠﺛ ﺖﻘﻔﻧا ﺚﻴﺣ ل ﺜ ﻠ ﻟ eToys.com لﺎﺜﻣ– ﻦﻣ ﺎﻬﺗﺎﻌﻴﺒﻣ تﺰﻘﻓ نﻮﻳﺰﻔﻠﺘﻟا تﺪﻤﺘﻋا
٢ مﺎﻌﻟ نﻮﻴﻠﻣ ٢٣ ﻰﻟإ ٩٧ مﺎﻋ ﻲﻓ دﻼﻴﻤﻟا دﺎﻴﻋأ مﺎﻳا نﻮﻴﻠﻣ ٢٠٠
ﺪﻌﺑ
ﺔﻴﻧﻮﻳﺰﻔﻠﺘﻟا ﺔﻳﺎﻋﺪﻟا ﺎهدﺎﻤﺘﻋا .
ﻊﺟاﺮﻤﻟا
• ﺔﻤﻟﻮﻌﻟا ﻮﺤﻧ ﻩﺎﺠﺗﻻا ﻞﻇ ﻲﻓ ﻲﻧوﺮﺘﻜﻟﻹا ﻖﻳﻮﺴﺘﻟا تﺎﻳﺪﺤﺗو صﺮﻓ –
د : وﺮﻤﻋ
ﺔﻴﻣﻼﺳﻹا دﻮﻌﺳ ﻦﺑ ﺪﻤﺤﻣ مﺎﻣﻹا ﺔﻌﻣﺎﺟ ،ﻲﻨﻐﻟاﺪﺒﻋ ﻦﻴﻤﻴﻟا ﻮﺑأ –
ﻢﻴﺼﻘﻟا ١٤٢٥ ـه
. ﻢﻴ ﻴ ﻹ ﻮ ﻦﺑ م ﻹ ﺟ ﻲ ﺒ ﻦﻴ ﻴ ﻮﺑ
.
• لﺎﻤﻋﻷا تﺎﻤﻈﻨﻤﺑ ﺰﻴﻤﺘﻠﻟ ةادﺄآ ﻲﻧوﺮﺘﻜﻟﻻا ﻖﻳﻮﺴﺘﻟا ﻒﻴﻇﻮﺗ -
د . ﺪﻤﺤﻣ يﺪﺠﻣ
ﻞﻳﺎﻃ دﻮﻤﺤﻣ ﺔﻴﺑﺮﻌﻟا ﺔﻐﻠﻟا ﺔﻴﻠآ ،ﺔﻳرادﻹا مﻮﻠﻌﻟا ﻢﺴﻗ
– ﺪﻟﺎﺧ ﻚﻠﻤﻟا ﺔﻌﻣﺎﺟ
• ﻲﻧوﺮﺘﻜﻟﻻا ﻖﻳﻮﺴﺘﻟا -
ةرﺎﻓ ﻮﺑا ﺪﻤﺣا ﻒﺳﻮﻳ رﻮﺘآﺪﻟا -
ﻊﻳزﻮﺘﻟاو ﺮﺸﻨﻠﻟ ﻞﺋاو راد
٢٠٠٣ م .
• E-commerce, by Rayport, J., and Jaworski, B.
