PointofView英文版

1、1: : 1999 bcPoint of ViewE Commerce Toolkit2 ? ? ? ? :s bcPoint of ViewE Commerce Toolkit3 bcPoint of ViewE Commerce Toolkit4 a . Defining characteristics of the Internet create a truly unique user experience Ubiquitous reach Dramatically lower cost interaction Complete, symmetrical, “free” informat

2、ion , , (1 2) bcPoint of ViewE Commerce Toolkit5 a . The stakes are high for shareholder wealth creation Over the past three years, a small group of Internet companies have created more value than any other industry achieved over ten years a , () (2 2) bcPoint of ViewE Commerce Toolkit6 . , , “” , ,

3、 / SupplieDIstrIbutorsManufacturingResellersstomers bcPoint of ViewE Commerce Toolkit7 . : : , , , “” , , “” “” , , bcPoint of ViewE Commerce Toolkit8 , , , , , . bcPoint of ViewE Commerce Toolkit9 () : : “ ” bcPoint of ViewE Commerce Toolkit10() a . , , , ., , , , bcPoint of ViewE Commerce Toolkit1

4、1 () (1 2) . . . Description: Intermediary sponsored areas where buyers and sellers trade goods and services Buyer or seller sponsored groups to collectively purchase or sell/bundle goods and services Company sponsored group comprising its downstream and/or upstream supply chainBasis for SCI: Scale

5、Scale Supplier CooperationDrivers of Value: Opportunity to increase sales/liquidate excess inventory- lower cost intermediary- broadening of potential supplier/buyer base Reduced procurement/sales costs- scale benefits Broadening of potential supplier/buyer base Lower inventory cost Cycle time reduc

6、tion Lower procurement/sales cost Increased sharing of company/customer data: * bcPoint of ViewE Commerce Toolkit12 (2 2) : * * : * Significant number of active participants Sufficient scale to achieve favorable terms in pricing and availability Purchase scale to secure supplier commitment to use ex

7、tranet : Small group of companies focused on driving consortium effort Compatible information systems across supply chain s bcPoint of ViewE Commerce Toolkit13 : : SupplierSupplierSupplierSupplierSupplierSupplierBuyerBuyerBuyerBuyerBuyerBuyerVirtual Community/Industry Consortium bcPoint of ViewE Com

8、merce Toolkit14 a . 15% ( ) (130 ) ( ) ( ) $100 $10 $20 bcPoint of ViewE Commerce Toolkit15 ( ): () SupplierSupplierSupplierSupplierSupplierSupplierProducer: s Distributor/ WholesalerRetailerConsumerProducerRetailerConsumer. bcPoint of ViewE Commerce Toolkit16 ( ) % bcPoint of ViewE Commerce Toolkit

9、17 : : *, Part InventoryProductionGoods InventoryReplenishment *, , , , , . bcPoint of ViewE Commerce Toolkit18 (): , , bcPoint of ViewE Commerce Toolkit19 bcPoint of ViewE Commerce Toolkit20 a , . bcPoint of ViewE Commerce Toolkit21 (1 3) .PRELIMINARY Online interfaces and services developed to ret

10、ain customers More products, services become suitable for online saleFASTERDramatically enhanced network performance: Marketing/product development efforts shift focus to address new demographic groups- less affluent users- children and senior citizens- women New industries experience increased onli

11、ne penetrationBROADERInternet User Base Becomes More Reflectiveof Overall Population: Increased range of opportunity to capture customer data as more activities are conducted in networked environment- PDA, cell phone based web browsing- networked home appliancesDEEPERNew specialized access devices o

12、ptimized for applications: Successful companies create cross-medium customer experience- online and offline promotions- convenience of online service/shopping combined with richness of physical world experience deepens customer relationshipCROSS-MEDIUMIntegration of physical and electronic participa

13、tion: New intermediaries arise to handle increased information streams Dynamic pricing models emergeValue-added Reintermediation: bcPoint of ViewE Commerce Toolkit22 (2 3) PRELIMINARY Integration of data intensive activities with partners becomes possible Industrial cycle times declineFASTERDramatic

14、ally enhanced network performance: Barriers to participation fall for smaller business partners Consortia/cooperatives increase bargaining power of smaller players- purchasing- marketingBROADERInternet User Base Becomes More Reflectiveof Overall Population: Critical business functions will be tightl

15、y integrated between partnersDEEPERNew specialized access devices optimized for applications: More accurate cross-company business forecasting will be possible Strong relationships with key business partners will be created by mixing breadth and accessibility of online interfaces and depth of person

16、al interactionsCROSS-MEDIUMIntegration of physical and electronic participation: Non-core business functions will be outsourcedValue-added Reintermediation: bcPoint of ViewE Commerce Toolkit23 (3 3) PRELIMINARY Virtual offices and work communities simulate real world experienceFASTERDramatically enh

17、anced network performance: Collaboration between offices/functional groups greatly enhances productivityBROADERInternet User Base Becomes More Reflectiveof Overall Population: Employees have constant ability to receive/update company dataDEEPERNew specialized access devices optimized for application

18、s: Increased depth of interaction with employees results in higher retention rates Employees are freed to focus on high value-added activities as non-core tasks are automated or outsourcedCROSS-MEDIUMIntegration of physical and electronic participation: N/AValue-added Reintermediation: bcPoint of Vi

19、ewE Commerce Toolkit24 (1 2): , , , , , , , , , , , ; 5/6/99; a : 1,000; !; ; ComputerSoftwareand ServicesDrugs andResearchTelephoneCompaniesFoodProcessingHealthcareand ServicesDiscountand FashionRetailingGeneralManufacturingPaper$178B$164B$130B$71B$47B$44B$29B$12B$0$50$100$150$200$250$300Change in

20、MVA (Billions of Dollars) , a 10 .Ten Year Increase in MVA(1986-95) bcPoint of ViewE Commerce Toolkit25 (2 2): , , , , , , , , , , , ; 5/6/99; a : 1,000; !; ; Internet$275B$0$50$100$150$200$250$300Change in MVA (Billions of Dollars)Three Year Increase in MVA(1996-99) bcPoint of ViewE Commerce Toolki

21、t26 bcPoint of ViewE Commerce Toolkit27 . , bcPoint of ViewE Commerce Toolkit28 () bcPoint of ViewE Commerce Toolkit29 I a . bcPoint of ViewE Commerce Toolkit30 (1 4)CRM Marketing site- basic company information- key product informationEstablish Web PresenceIBM Build basic Intranet- post documents/p

22、oliciesSCI Marketing site- basic company informationImpact Minimum business requirement Low differentiation potentialDeployment ExamplesPhase 1ParticipationPhase 2Phase 3Phase 4 bcPoint of ViewE Commerce Toolkit31 (2 4)Phase 1Phase 2ExperimentationPhase 3Phase 4 bcPoint of ViewE Commerce Toolkit32 (

23、3 4)CRM Automate customer service Build data warehousing and mining capabilities to target customer Provide value added customer experience (e.g., purchase recommendations, virtual communities)Leverage Electronic Platform To Build New CapabilitiesIBM Integrate internal functions to provide seamless

24、data flow Link customer preference data to product developmentSCI Integrate suppliers into ERP system Create/utilize value-added electronic buying agentsImpact Opportunity for competitive leadershipDeployment ExamplesPhase 1Phase 2Phase 3ExtensionPhase 4 bcPoint of ViewE Commerce Toolkit33 (4 4)CRM

25、Develop interactive joint marketing approaches Create seamless user experience, not replicable in physical worldIntegrated TransformationIBM Seamless data flow and knowledge sharing across the organizationSCI Integrate customers, suppliers, employees, and partners in an interactive network- provide

26、end to end supply chain visibilityImpact Significant opportunity for competitive advantageDeployment ExamplesPhase 1Phase 2Phase 3Phase 4Transformation bcPoint of ViewE Commerce Toolkit34 213 4 bcPoint of ViewE Commerce Toolkit35 ; (1 2)2 : 1 : bcPoint of ViewE Commerce Toolkit36 ; (2 2)3 : 4 : bcPo

27、int of ViewE Commerce Toolkit37 () A . () () (., “ ” ) / (, , , ) bcPoint of ViewE Commerce Toolkit38 ( ): ; ; ; ; ; ; PC SoftwareMusicBooksSecurities TradingPC Hardware/ElectronicsApparelAutosInsuranceGroceryTravelSuperior EconomicsUnique/Superior Customer Value Proposition$500B(1998) .ModerateLow

28、High bcPoint of ViewE Commerce Toolkit39AerospacePharmaceuticalUtilitiesComputing and ElectronicsPaper/Office ProductsMotor VehiclesHeavyIndustriesPetrochemicalsIndustrialEquipmentFood/AgricultureConstructionSuperior EconomicsUnique/Superior Customer Value Proposition$1,000B ( ): ; .ModerateLow High

29、 bcPoint of ViewE Commerce Toolkit40 () , , . (, , , .) (. ) ( , , .) ( ) bcPoint of ViewE Commerce Toolkit41 ()A . (, ) (., ) bcPoint of ViewE Commerce Toolkit42 bcPoint of ViewE Commerce Toolkit43 , . , bcPoint of ViewE Commerce Toolkit44Define and track success measuresIdentify and monitor major

30、triggersAdjust approach, define new experiments/initiativesEvaluate timing and magnitude of threats/opportunities in industries where you (will) competeGather competitive intelligence on new breed and traditional playersArticulate compelling “point of arrival” visionBuild consensus on short and long

31、 term E-Commerce objectivesDefine business model participationLaunch experiments and initiatives (linked to objectives)Define and put in place organization structure, staffing and systemsCommit investment fundsDevelop required partnerships/networkDefine and implement IT infrastructureTrack, Monitor

32、and LearnAct and CommitInternalvs.ExternalSet Direction a a .bcPoint of ViewE Commerce Toolkit45 (2) (1) (3) , a “ ” s Trends bcPoint of ViewE Commerce Toolkit46 “ ” Dealerless car shoppingOverall Objectives: Seamless procurement/ manufacturing process Made-to-order manufacturing capability Short de

33、velopment cycle-times Online information- features- options- prices- availability Virtual test-drive- 360 interior/exterior views- simulated driving experience (sounds, braking, acceleration) Direct ordering capability- money order or credit card purchase- delivery by manufacturer (regional distribu

34、tion center?, home delivery?)Examples: Instant notification of customer orders Tightly integrated production system Real-time coordination between supplier and manufacturer design/manufacturing activities Real-time coordination between design, manufacturing and marketing activities Immediate integra

35、tion of customer feedbackSupply Chain IntegrationCustomer RelationshipManagementInternal Business Management1 bcPoint of ViewE Commerce Toolkit47 2 bcPoint of ViewE Commerce Toolkit48 () . “”3 bcPoint of ViewE Commerce Toolkit49 (1 3)“ ”A “ ” , . : : : bcPoint of ViewE Commerce Toolkit50 (2 3) . . .

36、Key Success Factors: Operating leverage scale High value, repeat customers Numerous strategic partners/affiliate networks Strong brand/first mover Consistent operational excellence Competitive offering (availability,pricing) B AmazonCompany Examples:Description: Bundle of products and/or services ac

37、ross multiple industry segments or categoriesRevenue Sources: Commissions on third party sales Advertising Product gross margin Onsale Ebay bcPoint of ViewE Commerce Toolkit51 (3 3) . . . : ! : , : bcPoint of ViewE Commerce Toolkit52 () , , .Value Chain BreadthProcurementLogistics/Shipping TrackingD

38、istributionCurrentSupplier BreadthSupply Chain ParticipationNewCompany ExtranetInventoryManagementR&D LinkageIndustryConsortiaVirtual Communities bcPoint of ViewE Commerce Toolkit53 Industry ConsortiaVirtual CommunitiesCompany Extranets , . : * a , a : : : * bcPoint of ViewE Commerce Toolkit54 ,

39、 . : a (. ) (., , ., ) : , bcPoint of ViewE Commerce Toolkit55 , () “ ” ( ) , , . bcPoint of ViewE Commerce Toolkit56 a . 100%20% bcPoint of ViewE Commerce Toolkit57 ; : a ( , ) a , ( ) (, , ) bcPoint of ViewE Commerce Toolkit58 : : 100% () 100% , 2080% bcPoint of ViewE Commerce Toolkit59 : a : , , : a , (.: ) bcPoint of ViewE Commerce Toolkit6050