电子商务中的零售产品和服务.ppt

,電子商務中的零售：產品和服務,Retailing in Electronic Commerce: Products and Services 2006.03,2,無店頭銷售,網路銷售 郵購 電視購物 直銷（多層行銷）,3,注意課題,後台作業 貨物的供應 訂單 倉儲 物流 金流 前台作業 金流 COD: Cash on Delivery,4,Internet Marketing and Electronic Retailing (E-Tailing),Overview of e-tailing Electronic retailing (e-tailing): Retailing conducted online, over the Internet E-tailers: Those who conduct retail business over the Internet,5,Internet Marketing and E-Tailing (cont.),Size and growth of the B2C market number of U.S. online buyers from 53.2% of all Internet users in 2001 to 6% by 2004 (90 million people purchasing online) U. S. revenues from online B2C buying predicted to go from $73 billion in 2001 to $190 billion in 2004 May 2002 sales of $9.8 billion in the first quarter of 2002 (up 19.3 percent from the first quarter of 2001) annual 2002 sales estimated to be over $40 billion1.4 % of total retail sales, up from 1.1 percent in 2001 average online shopper spent over $300 per quarter,全球寬頻用戶數急速成長,CAGR=63.85%,資料來源：eMarketer，資策會MIC整理，2003年4月,全球寬頻網路用戶數,單位：千戶,寬頻的普及將促使網頁呈現以及網路廣告形式走向多媒體表現方式，同時亦有助於帶動線上影音、線上學習等需求,資料來源：Forrester Research，2002年,2002年全球B2C電子商務市場規模,B2C電子商務規模最大地區為北美,北美地區2002年B2C電子商務規模佔全球58.5%，其中美國約為720億 西歐與亞太地區則僅次於北美 西歐與亞太地區已具備基本要件，最具發展電子商務潛力,書籍名列線上購物產品榜首,線上購物產品品項與種類,資料來源：Taylor Nelson Sofres Interactive，2002年,全球網路消費者購買頻次較高的產品品項包括書籍、音樂產品(CD)、服飾、消費性電子產品、旅遊產品等,9,Internet Marketing and E-Tailing (cont.),What sells best on the Internet? Computer hardware and software Consumer electronics Sporting goods Office supplies,Books and music Toys Health and beauty Entertainment Apparel Cars Services Others,旅遊規模約佔總體三分之,線上旅遊規模最大，約佔總合之30% 旅遊、汽車、服飾以及花卉的市場規模成長幅度最高,2002年美國B2C電子商務市場產品類別分析,資料來源：S, Forrester Research, eMarketer，2003年5月,單位：十億美元,因先後受美伊戰爭以及SARS疫情的影響， 2003年上半年線上旅遊營收大幅下滑，線上票務中的藝文及交通類票務亦深受衝擊，但2003年仍較2002年成長15.44%,B2C電子商務市場規模,資料來源：資策會MIC，2003年6月,台灣B2C電子商務規模突破200億,單位：新台幣百萬元,台灣網路零售佔整體零售不及1%,單位：新台幣十億元,資料來源：經濟部統計處、資策會MIC，2003年12月,雖然目前線上零售所佔比例仍低，但每年均呈快速成長之趨勢 相較於美國線上零售約佔1.5之比例，根據成長趨勢預測，我國線上零售 應仍有很大成長空間,網路零售市場規模,仍以旅遊 票務 3C為三大主要區隔,旅遊產品一支獨秀，2003年佔總體的41.9%，但所佔比例日漸減小 仍以旅遊、票務、3C為三大區隔，票務約佔13.8%， 3C商品約佔13.9%,註1：電腦軟體不含遊戲 註2：其他包括雜貨、花卉、精品、食品、傢俱、服飾等項目 資料來源：資策會MIC，2003年12月,我國B2C電子商務各區隔所佔比例,2002年,2003年,旅遊產品單價高 銷量大,旅遊產品平均成交金額及每月成交筆數俱高，堪稱網路最熱門商品,註1：票務近乎壟斷局面，故未予計算成交筆數；其它包括食品、雜貨、廚具等，因品項繁多，不予計算該類平均成交金額及平均成交筆數 註2：回卷家數215 資料來源：資策會MIC，2003年12月,我國B2C電子商務市場產品類別分析,15,Internet Marketing and E-Tailing (cont.),Characteristics of successful e-tailing high brand recognition (Lands End) guarantee provided by highly reliable or well-known vendors (Dell) digitized format (software) relatively inexpensive items (office supplies) frequently purchased items (groceries) commodities with standard specifications (books), physical inspection unimportant well-known packaged items that cannot be opened even in a traditional store (vitamins),16,重點,信任機制 品牌 標準 推薦 經驗貨品 運送,17,E-Tailing Business Models,Classification by distribution channel Mail-order retailers that go online Direct marketing from manufacturers Pure-play e-tailers Click-and-mortar retailers Internet (online) malls,18,E-Tailing Business Models (cont.),19,E-Tailing Business Models (cont.),Direct marketing by mail order companies direct marketing: broadly, marketing that takes place without intermediaries between manufacturers and buyers; in the context of this book, marketing done online between any seller and buyer e.g. 東森,20,E-Tailing Business Models,Direct sales by manufacturers Sellers understand their markets better because of the direct connection to consumers, and consumers gain greater information about the products through direct connection to the manufacturers Example: Dell Computersbuild-to-order approach of customization,21,E-Tailing Business Models (cont.),Pure-play e-tailers Virtual (pure-play) e-tailers: Firms that sell directly to consumers over the Internet without maintaining a physical sales channel Examples: 博客來,22,E-Tailing Business Models (cont.),Click-and-mortar retailers: Brick-and-mortar retailers with a transactional Web site from which to conduct business Brick-and-mortar retailers: Retailers who do business in the non-Internet, physical world in traditional brick-and-mortar stores Multichannel business model: Describes a company that sells in multiple marketing channels simultaneously (e.g., both physical and online stores),23,E-Tailing Business Models (cont.),Retailing in online malls Referring directories directory organized by product type catalog listings or banner ads at the mall site advertise the products or stores Malls with shared services consumer can find the product, order and pay for it, and arrange for shipment hosting mall provides these services, but they are executed by each store independently,24,E-Tailing Business Models (cont.),Other B2C business models Transaction brokers Information portals Community portals Content creators or disseminators Viral marketing Market makers Build-to-order Service providers,25,Travel and Tourism Services Online,Major travel-related Web sites are: ,26,Travel and Tourism Services Online (cont.),Revenue models of online travel services include: Direct revenues (commissions) Revenue from advertising Consultancy fees Subscription or membership fees Revenue-sharing fees Others,27,Travel and Tourism Services Online (cont.),Services provided: Traditional services providing general information reserving and purchasing tickets, accommodations, and entertainment,28,Travel and Tourism Services Online (cont.),Unique services travel tips (a visa problem) electronic travel magazines fare comparisons currency conversion calculators worldwide business and place locators,outlet for travel accessories and books experts opinions major international and travel news detailed driving maps and directions chat rooms and bulletin boards frequent-flier deals online travel auctions,29,Travel and Tourism Services Online (cont.),Impact of EC on the travel industry Consumers who used to order accommodations directly from a hotel are now using the Internet to compare prices and frequently are buying from an intermediary (H),30,Travel and Tourism Services Online (cont.),Corporate travel To reduce corporate travel costs, companies can make arrangements that enable employees to plan and book their own trips Using online optimization tools provided by travel companies Travel authorization software checks availability of funds and compliance with corporate guidelines,31,Employment Placement and the Job Market,The Internet offers a rich environment for job seekers and for companies searching for hard-to-find employees Who uses the Internet job market? Job seekers Employers seeking employees Job agencies Government agencies and institutions 104人力銀行,32,Real Estate Online,Potential homebuyers can: view many properties online, at any time and from anywhere, saving time for the buyer and the broker sort and organize properties according to specific criteria and preview the exterior and interior design of the properties, shortening the search process,33,Insurance Online,Standard insurance policies are available online at a substantial discount : Auto Home Life Health Third-party aggregators offer free comparisons of available policies,34,Online Stock Trading,35,Banking and Personal Finance Online,electronic banking (e-banking): Various banking activities conducted from home or the road using an Internet connection; also known as cyberbanking, virtual banking, online banking, and home banking,36,Banking and Personal Finance Online (cont.),Home banking capabilities View current account balances and history at anytime Obtain charge and credit card statements Pay bills Download account transactions Transfer money between accounts Balance accounts Send e-mail to the bank Expand the meaning of “bankers hours” Handle finances when traveling Use additional services,37,Banking and Personal Finance Online (cont.),Virtual banks Have no physical location, but only conduct online transactions NetBank () First Internet Bank () Make sure that the bank is legitimate before sending money to a virtual bank,38,On-Demand Delivery Services and E-Grocers,E-grocer: A grocer that will take orders online and provide deliveries on a daily or other regular schedule or will deliver items within a very short period of time On-demand delivery service: Express delivery made fairly quickly after an online order is received,39,On-Demand Delivery Services and E-Grocers (cont.),E-grocers offer consumers the ability to order items online and have them delivered to their houses free regular “unattended” weekly delivery based on a monthly subscription model on-demand deliveriesa surcharge and additional delivery charge,nonperishable items shipped via common carrier dry-cleaning pickup and delivery “dont run out” automatic reordering fresh flower delivery movie rentals meal planning recipe tips multimedia features nutritional information,40,On-Demand Delivery Services and E-Grocers (cont.),Who are e-grocery shoppers? Shopping avoiders Necessity users New technologists Time-starved consumers,41,Online Delivery of Digital Products, Entertainment, and Media,Digital products: products that can be transformed to digital format and delivered over the Internet,42,Online Delivery of Digital Products, Entertainment, and Media (cont.),Napster Consumers-to-consumers (peer-to-peer) digital distribution Napster only shares “libraries” or lists of songs, and then enables a peer-to-peer file-sharing environment Sued for copyright infringement in 2002,43,Online Delivery of Digital Products, Entertainment, and Media (cont.),Free file sharing is no longer allowed Napster forced to charge customers for use of its file-sharing service Entered into an agreement with Bertelsmann AG (large global music label that participated in the lawsuit against Napster) Went into bankruptcy in 2002 Roxio purchaced and reopened in late 2003 as “for fee file-sharing service”,44,Online Purchase Decision Aids,Shopping portals: Gateways to storefronts and malls; may be comprehensive or niche oriented ,45,Online Purchase Decision Aids (cont.),shopping robots (shopping agents or shopbots): Tools that scout the Web on behalf of consumers who specify search criteria Z/computershopper ,46,Online Purchase Decision Aids (cont.),“Spy services” services that visit Web sites for you, at your direction, and notify you of their findings Wireless shopping comparisons M AT&T Digital PocketNet,47,Online Purchase Decision Aids (cont.),Business rating sites B Consumer Reports Online () Forrester Research () Gomez Advisors (),48,Online Purchase Decision Aids (cont.),Trust verifications sites: evaluate and verify the trustworthiness of various e-tailers TrustE Versign BBB online Webtrust,Trust,49,Successful Click-and-Mortar Strategies,Speak with one voice Empower the customer Leverage the multichannels,50,Problems with E-Tailing and Lessons Learned,Reasons retailers give for not going online include: product is not appropriate for Web sales lack of significant opportunity too expensive technology not ready online sales conflict with core business,51,Problems with E-Tailing and Lessons Learned (cont.),Failures in B2C dot-coms Ka creative idea for on-demand deliveries of movie rentalsdifficulty in how to return the videos Fdifficulty in delivering products in a timely manner eRregistering for courses etc. online was not popular with consumers,52,Problems with E-Tailing and Lessons Learned (cont.),Gbusiness model called for selling a large amount of ad impressions, which proved to be impossible Pcost of acquiring customers was too costly,53,Problems with E-Tailing and Lessons Learned (cont.),Lessons learned: Dont ignore profitability Manage new risk exposure Watch the cost of branding Do not start with insufficient funds The web site must be effective Keep it interesting,54,Issues in E-Tailing,Disintermediation: The removal of organizations or business process layers responsible for certain intermediary steps in a given supply chain Reintermediation: The process whereby intermediaries (either new ones or those that had been disintermediated) take on new intermediary roles,55,Issues in E-Tailing (cont.),Cybermediation (electronic intermediation): The use of software (intelligent) agents to facilitate intermediation Hypermediation: Extensive use of both human and electronic intermediation to provide assistance in all phases of an e-commerce venture,56,Issues in E-Tail