新浪网-电子商务实践

1、新浪网电子商务实践e-Business Practice of S 周 树 华Zhou Shuhua-GM of Business Division Enterprise Product Sina Corp-1国内电子子商务状状况e-Business in ChinaSinamall-打造T型电子商商务平台台buildsT-stylee-Businessplatform加入WTO后的机遇遇和挑战战ThechallengesandopportunitiesafterChinas WTOentry新浪网电电子商务务实践e-Business Practice ofS2国内电子子商务状状况e-Busi

2、ness in China虽然Nasdaq遭受重挫挫,中国国的电子子商务仍仍保持持持续增长长e-Business still keeps continuousgrowth despiteNasdaqcrashIDC预测：2004年中国国电子商商务交易易将达到到260亿美金金，位居居亚洲电电子商务务市场第第三IDCpredicted thee-Business dealwas to reach U$ 26 billionin2004,rankingthe3rdinAsiaIDCprognosticate(单位：亿亿元，CCID提供)3B2C交易金额额 (亿亿元)国内电子子商务状状况Chinae-

3、BusinessOverview数据来源源：CCID4国内电子子商务状状况Overviewe-Business in China 2001年，B2C由“概念念偏好”转向“务实”。持续续运营的的网站由由700家淘汰汰为200家。B2Ctransferredfroma goodconcepttopracticaloperation,with 700website reducing to 200now.(数据来源源：cnnic)2001年，B2C电子商务务环境进进一步改改善e-Business environment forB2C, hasbeen graduallyimproved网民参与与电子商

4、商务程度度，提高高了10个百分分点10%more internet users participate in e-Business2001年企业业上网比比例比2000年提高高一倍，传统企企业和产产业资本本加深与与IT企业的合合作2001witnessedmoreenterprisesonline by onefold anddeeperengagementoftraditionalindustries intoITfieldB2C业务的外外部环境境，包括括支付和和配送服服务逐渐渐完善Theexternalenvironmentfor B2C,including paymentand deliv

5、ery services,hasbeengraduallyimproved经济全球球化趋势势，加快快了技术术引进和和商业合合作A moreglobalizedeconomy hasacceleratedknow-howintroductionand business cooperation.5SINAmall打造T型电子商商务平台台SINAmall-builds Tstylee-businessplatform基础平台台FundamentalPlatform行业支柱柱：专业业B2C网站和传传统企业业IndustryBackbone:specializedB2C websiteand tradi

6、tional enterprises涉及IT.电子产品品.音像像.图书书.票务务.鲜花花礼品.休闲旅旅游.体体育等十十几个行行业领域域Involvedinthefields of IT,electronic products,audio-video,book, tickets,flowers,present,traveling,sportsetc.ServiceBusinessOpportunityInformation/DatabaseTechnologyPayment/LogisticsPromotionOverseasResources6SINAmall打造T型电子商商务平台台SINAm

7、all-builds T-stylee-Businessplatform部分行业业合作伙伙伴Keybusinesspartners7SINAmall打造T型电子商商务平台台Your Business Your Customer Sinamall帮助专业业网站发发展成为为本行业业的EC门户Help specialized websites to becomeECgatewaysoftheirownindustries建立平台台的目的：Platformobjectives为传统企企业提供供 专业业化、特特色化、渐进式式电子商商务服务务Provide professional,featured,st

8、ep-by-step EC services fortraditionalenterprises定向信息息发布和和宣传平平台A platform forinformationdissemination andpropaganda维系老客客户、挖挖掘潜在在新客户户，建立立客户营营销数据据库Keeping long-termcustomers,prospectingpotential newcustomersand settingupmarketing database促成网上上交易，扩大收收入来源源Enhancingon-linebusinessandincreaserevenue整合传统统业务

9、流流程，提提高效率率、降低低成本Restructuretraditionalworkflowtoincreaseefficiency andlowerthecost8SINAmall打造T型电子商商务平台台合作网站和商商家数量(家)Cooperated websiteand quantity of theenterprise9SINAmall打造T型电子商商务平台台综合商品品数量(个)Integratedmerchandisequantity10SINAmall打造T型电子商商务平台台行业商品品数量分分布(2001/6)Industrymerchandisequantitydistributi

10、on11SINAmall打造T型电子商商务平台台SINAMALL注册用户增长情况况(个)registeredSINAmallusers12图书商城城音音像商商城体育商城城卓越网当当网奥林票网莎啦啦. .成功案例例一:专业网站战略略合作Case study 1:strategic cooperation of thespecializedwebsite13成功案例例二:网网上洗衣连锁锁Case study 2: On-linelaundrySinaMall网上洗衣衣订单处理中心心订单分配配市内加盟盟连锁店店Laundry chain shopsONLINEOFFLINE14积极应对对加入WTO后

11、的挑战战FacingChallengesafterChinas WTOentry行业龙头头和政府府共同促促进统一一的电子子商务平平台的建建设，实实现电子子商务技技术、信信息、服服务标准化StandardizationofECtechnology,informationand services throughconstruction of unifiedECplatformjointlypromotedbyindustryleaderand theGovernment政府出台台相关政政策，引引导、鼓鼓励国内内企业积积极参与与电子商商务Policiesinitiatedbythe Governme

12、nttoguideand encouragedomesticenterprisestoengageinEC电子商务务企业注注重商誉誉和诚信信，以服服务为本本ECenterprisesshallemphasizereputationandcredit,andservethe customers.EC企业要着着眼国内内实际情情况，加加强国际际交流和和合作，包括与国国内传统统行业以以及国外外先进EC企业的合合作ECenterprisesshallenhance exchange andcooperationwith bothlocaltraditionalindustriesandadvancefo

13、reign EC players.一、行业总体体应对策策略Reciprocal industry strategies15积极应对对加入WTO后的挑战战FacingChallengesafterChinas WTOEntry加强客户户关系管管理，和和合作伙伙伴共同同完善对对最终用用户的管管理和服服务；Strengthen customer relationshipmanagement,cooperatewithpartnerstojointly improvemanagementandservicesfor end-users.与政府、行业主主管、协协会、行行业网站站结成战战略同盟盟，共同同建设信信息、交交易平台台，为企企业提供供可延伸伸的信息息化服务务；StrategicalliancewiththeGovernment,industrialorganizations andwebsitestojointly build information andtradeplatformforexpandableinformationservices.发挥新浪浪两岸四四地