电子商务案例（自制）.ppt

CASESTUDY LiHaiyunWenRenyiZhaoYuZhuangWei CASE1 Spain vs USA PropagandizeFocus The1stinSpain eveninContinentalEurope EmphasizethecompetitiveadvantageofInternet basedsupermarkettotraditionalsupermarket Enjoyable InSpain leisurehasadifferentmeaningandshoppingisaninnatepartoftheSpanishwayoflife ConvenienceFull timeLow costisakeyfactor 利用规模效益降低成本提高利润 尽快解决技术问题 将业务拓展到全国 从而降低单位成本 在更大范围内追求购买效益通过资源共享减少重复配置所造成的浪费 向价值链全过程要效益 电子商务概念的引入将对Alcampo公司价值链的各环节产生重大影响 除销售外 Alcampo公司应同样重视电子商务在其他环节可能产生的效益 采购寻价存货管理 建立自己的特色 以特色求生存 求发展 由于网络所拥有的 链接 优势 可将Alcampo公司的其它业务进行整合 将 旅游 作为其网上超市的特色 安全 网上交易的安全性是消费者最大的心理顾虑 要将消费者从传统连锁业中争取过来 这是Alcampo公司必须解决的重要问题应重点从 财 物 两方面做好安全工作确保消费者信用卡帐户的安全要建立时时查询系统 让消费者了解自己所购物品的状态 何时货可送达 协助社会推广网络概念 从案例中提供的资料看 1997年西班牙14岁以上人口为约3400万 其中对互联网有所接触的为134万人 4 使用者约92万人 2 7 OriginalGoals Torespondtotheneedfordifferentiatedserviceandhighqualityinteractionwithcustomers Tomeetcustomer sdesireforshoppingthroughanInternet basedsupermarket Tobecomethemarketleaderintheonlinedistributionchannel Toacquirerelevantknow howfortheonlineretailingandthusprepareAlcampofortheemerginginformationsociety CurrentStatus The1stinSpain eveninContinentalEurope Oct 19970 01 oftotalturnover4 900mpesetas profitin1996 490kpesetasprofit virtualsupermarket Cost100mfordevelopingthenewsystemOperationandmaintenancefee CompetitivesAnalysis KeyFocus Segmentation Differentiationstrategy customer sloyaltyimprovement insight BasedonE commerce developSCM SynergyStrategy DeeplyinvolvedintotheE CommerceBusinessandestablisheffectivedistributionsystem Segmentation On lineSupermarketCustomers SuburbfamiliesMotherstakingcareoflittlebabyTechnicalfocusfamiliesWhattheyfocusPriceConvenienceDiversification Customer sLoyalty CriticalSuccessFactorforOn lineSupermarketIknowitandtrustitCRMSalesMarketingCallCenterService etc Insight DevelopSCM SynergyStrategy SCMLogistic Inventory Purchase DistributionProfits Alcampo 1 9 Prvca 4 ReduceprofittosustainAlcampo sdiscountwayoflife Howto Low CostLeadshipStrategyBasedontheE Commerce establishSCM Synergy Long runStrategy DeeplyinvolvedintotheE CommerceBusinessandestablisheffectivedistributionsystem SustainableCompetitiveAdvantage ImproveSystemSecuritySpecialE BusinessModel noteasytocopy CoreCompetenciesOther4supermarkets sbusinessE CommerceplatformAlcampo otherbusinessE Commerceplatform 最理想的发展战略 连锁经营 物流配送 电子商务三方面齐头并进 PeapodInc OnlinegrocerycompanyinU S CorporationDevelopment Revenuesgrowth orderssoar Orders 93700in3rdquartersof1997 43700onlyduringthesameperiodin1996 Revenues 41 6millioninfirst9monthsin1997 upby111 from19 7millionforthesameperiodin1996 Revenuesfromonlinemarketingservices 3millionto6million Revenuesfrommemberandretailservices 1 8million 1996 to3 4million 1997 No offulfillmentcenters 37more cover6 6millionhouseholdtotally Problem stillincurredlosses facingthefinancialproblem why BusinesspatternofPeapod Customerssendthepurchasingorderthroughinternet Peapodservers systems Fulfillmentcenterclosettothespecifieddeliveryaddress Fleetofdeliveryvans Partnerofretailer ITSystem ClientlayerResideonthecustomer scomputer createtheuser sinterfacebyfollowinginstructionsfromtheapplicationserver runtheapplicationandreturninputtoPeapodserverApplicationserversProprietarytargetingengineBusinesssupportsystemFulfillmentmanagementapplicationAccountingsystemsDatabaseMaintainandmanagethedataassociatedwiththePeapodapplication WhathasPeapoddonesofarforitsbusiness Peapod sdiscussionandinformationforums submitrecipesandwinthecoupons AmericanHeartAssociation etc SellingtheITsystemandKnow howtoitsselectretailers ColeMyer DiversificationStrategy FTD brandedFlowershop premiumwinesandgreetingcardsandotherretailrelationships Interactivemarketingservices Fromlate1995 builtrelationswithseveralconsumergoodsandservicecompanies Providesavarietyofbundledinteractivemarketingproductsandservices BannerAdvertising EnhancedContentAdvertising ElectronicCoupons StimulusresponseTesting StillincurredthelossandWhy 网络公司是命里注定的烧钱公司基本网络的架构就如同基础设施的建设 系统维护 更新和维持正常运作的成本非常高 改变和维持客户消费行为的成本过高 过于庞大的服务范围使得运营成本过高 建设自己的配送体系并加以维持正常运营的成本过高大量的车队许多消费者没有按时收到货物 或者货物发送错误 导致公司补偿成本增加 Suggestions FocusoncertainserviceareaReducethenumberofemployeesMergewithlocalretailersordeliverycompanies takeadvantageoftheirservicenetworks Peapod OptimisticE CommerceModel 互联网并不能取代传统媒体 它与传统媒体的关系应是一种互为补充的关系 两者将长期共存 传统零售模式在某种程度上来说已在人们的意识形态中根深蒂固电子商务尽管已经发展了十余年 但不管是管理理念 文化理念 还是技术发展都还有很长的路要走配送 支付 网络安全等一系列技术问题并非所有的的