电子商务经典案例

1、CASE STUDYLi HaiyunWen RenyiZhao YuZhuang Wei10/14/20221CASE1（Spain）vs（USA）1/15/202021/15/20203PropagandizeFocusThe1st in Spain,even in Continental Europe.Emphasizethe competitive advantageofInternet-basedsupermarkettotraditionalsupermarket.Enjoyable: In Spain,leisure hasa differentmeaning andshoppi

2、ngisaninnatepartoftheSpanishwayoflife.ConvenienceFull-timeLow-costisa keyfactor?1/15/20204利用规模模效益降降低成本本提高利利润尽快解决决技术问问题，将将业务拓拓展到全全国，从从而降低低单位成成本。在更大范范围内追追求购买买效益通过资源源共享减减少重复复配置所所造成的的浪费1/15/20205向价值链链全过程程要效益益电子商务务概念的的引入将将对Alcampo公司价值值链的各各环节产产生重大大影响。除销售外外，Alcampo公司应同同样重视视电子商商务在其其他环节节可能产产生的效效益。采购寻价存货管理理1/

3、15/20206建立自己己的特色色以特色求求生存、求发展展 。由于网络络所拥有有的“链链接”优优势，可可将Alcampo公司的其其它业务务进行整整合。将“旅游游”作为为其网上上超市的的特色1/15/20207安全 网上交易易的安全全性是消消费者最最大的心心理顾虑虑，要将将消费者者从传统统连锁业业中争取取过来，这是Alcampo公司必须须解决的的重要问问题应重点从从“财”、“物物”两方方面做好好安全工工作确保消费费者信用用卡帐户户的安全全要建立时时时查询询系统，让消费费者了解解自己所所购物品品的状态，何时货货可送达达。1/15/20208协助社会会推广网网络概念念从案例中中提供的的资料看看，19

4、97年年西班牙牙14岁岁以上人人口为约约3400万，其中对对互联网网有所接接触的为为134万人（4），使用用者约92万人人（2.7%）。1/15/20209OriginalGoalsTorespond to theneed fordifferentiatedservice andhigh qualityinteractionwithcustomers.Tomeet customersdesire forshoppingthrough an Internet-based supermarket.Tobecomethe marketleaderinthe onlinedistributioncha

5、nnel.Toacquire relevant know-how fortheonlineretailingand thusprepareAlcampofortheemerginginformationsociety.1/15/202010Current StatusThe1st in Spain,even in Continental Europe.Oct. 19970.01%oftotalturnover4,900m pesetas（profitin1996）490k pesetasprofit （virtual supermarket）Cost 100m fordeveloping th

6、enewsystemOperationand maintenance fee1/15/202011CompetitivesAnalysisCOMPETING SELLERSSUPPLIERS OF KEY INPUTSSUBSTITUTESBUYERSPOTENTIALNEW ENTRANTSWin buyersBargaining power and leverageAbility to exercise bargaining power and leverageThreat of entry of new rivals1/15/202012KeyFocusSegmentation, Dif

7、ferentiationstrategy,customersloyalty improvement,insight.BasedonE-commerce,develop SCM,SynergyStrategy.DeeplyinvolvedintotheE-CommerceBusinessandestablish effectivedistributionsystem.1/15/202013SegmentationOn-line Supermarket Customers:SuburbfamiliesMothers takingcare of littlebabyTechnicalfocusfam

8、iliesWhat theyfocusPriceConvenienceDiversification1/15/202014Customers LoyaltyCriticalSuccess FactorforOn-lineSupermarketI knowitand trust itCRMSalesMarketingCall CenterService,etc.Insight1/15/202015Develop SCM,SynergyStrategySCMLogistic;Inventory;Purchase;DistributionProfits:Alcampo: 1.9%Prvca: 4%R

9、educeprofit to sustainAlcamposdiscountwayoflife?Howto? Low-CostLeadshipStrategyBasedontheE-Commerce,establish SCM,Synergy1/15/202016Long-runStrategyDeeplyinvolvedintotheE-CommerceBusinessandestablish effectivedistributionsystem（SustainableCompetitiveAdvantage）Improve SystemSecuritySpecial E-Business

10、Model（noteasy to copy）Core CompetenciesOther4 supermarketss businessE-Commerce platformAlcampo other businessE-Commerceplatform最理想的的发展战战略：连连锁经营营、物流流配送、电子商务务三方面面齐头并并进。1/15/2020171/15/202018PeapodInc.Onlinegrocerycompany in U.S.1/15/202019CorporationDevelopment1/15/202020Revenuesgrowth&orderssoarOrder

11、s: 93700 in 3rdquartersof1997,43700only duringthesameperiodin1996;Revenues:41.6million in first 9months in 1997, up by 111%from19.7 millionfor thesame periodin1996;Revenuesfrom onlinemarketingservices: 3millionto6 million;Revenuesfrom memberandretail services:1.8million(1996)to3.4million(1997)No.off

12、ulfillmentcenters:37more,cover6.6 millionhouseholdtotally.Problem:stillincurredlosses, facingthefinancialproblem,why?1/15/202021Businesspattern of PeapodCustomerssendthepurchasingorderthrough internetPeapodservers& systemsFulfillmentcentercloset to thespecifieddeliveryaddressFleetofdeliveryvansPartn

13、er of retailer1/15/202022ITSystemClientlayerResideonthe customerscomputer; createtheusers interfacebyfollowinginstructions fromthe application server;run theapplicationandreturn input to PeapodserverApplicationserversProprietarytargetingengineBusinesssupport systemFulfillmentmanagement applicationAc

14、counting systemsDatabaseMaintainandmanage thedata associatedwiththePeapod application.1/15/202023What hasPeapoddonesofarfor itsbusiness?Peapodsdiscussion andinformationforums(submitrecipes andwinthe coupons, “AmericanHeartAssociation”. etc)Selling theITsystemand Know-how to itsselectretailers.(ColeM

15、yer)DiversificationStrategy. FTD-branded Flowershop,premium wines andgreetingcardsandotherretail relationships.Interactivemarketingservices.From late1995,builtrelations withseveralconsumergoodsandservicecompanies.Providesa varietyofbundledinteractivemarketingproductsand services.BannerAdvertisingEnh

16、ancedContent Advertising ElectronicCoupons StimulusresponseTesting1/15/202024StillincurredthelossandWhy?网络公司司是命里里注定的的烧钱公公司基本网络络的架构构就如同同基础设设施的建建设；系统维护护、更新新和维持持正常运运作的成成本非常常高；改变和维维持客户户消费行行为的成成本过高高；过于庞大大的服务务范围使使得运营营成本过过高。建设自己己的配送送体系并并加以维维持正常常运营的的成本过过高大量的车车队许多消费费者没有有按时收收到货物物，或者者货物发发送错误误，导致公司司补偿成成本增加加。1/1

17、5/202025SuggestionsFocusoncertain serviceareaReducethe numberofemployeesMergewith local retailersordeliverycompanies, takeadvantage of their servicenetworks.1/15/202026PeapodOptimisticE-CommerceModel互联网并并不能取取代传统统媒体，它与传传统媒体体的关系系应是一一种互为为补充的的关系，两者将将长期共共存。传统零售售模式在在某种程程度上来来说已在在人们的的意识形形态中根根深蒂固固电子商务务尽管已已经发展展了十余余年，但但不管是是管理理理念、文文化理念念、还是是技术发发展都还还有很长长的路要要走配送、支支付、网络安安全等一一系列技技术问题题并非所有有的的商商品都适适合做电电子商务务传统的零零售企业业有着丰丰富的物物流、资资金流、信息流流、营销销方面经验验，这些些