電子商務(wù)中的零售產(chǎn)品和服務(wù)

1、電子商務(wù)中的零售：產(chǎn)品和服務(wù)Retailing in Electronic Commerce: Products and Services2006.03.無店頭銷售網(wǎng)路銷售郵購電視購物直銷多層行銷.留意課題後臺作業(yè)貨物的供應(yīng)訂單倉儲物流金流前臺作業(yè)金流COD: Cash on Delivery.Internet Marketing and Electronic Retailing (E-Tailing)Overview of e-tailingElectronic retailing (e-tailing): Retailing conducted online, over the Inter

2、netE-tailers: Those who conduct retail business over the Internet.Internet Marketing and E-Tailing (cont.)Size and growth of the B2C marketnumber 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 pr

3、edicted to go from $73 billion in 2001 to $190 billion in 2004May 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

4、spent over $300 per quarter.全球?qū)掝l用戶數(shù)急速成長CAGR=63.85%資料來源：eMarketer，資策會MIC整理，2003年4月全球?qū)掝l網(wǎng)路用戶數(shù) 單位：千戶寬頻的普及將促使網(wǎng)頁呈現(xiàn)以及網(wǎng)路廣告方式走向多媒體表現(xiàn)方式，同時亦有助於帶動線上影音、線上學(xué)習(xí)等需求.地區(qū)市場規(guī)模($US billions)北美$78.1亞太地區(qū)$23.9西歐$29.6拉丁美洲$0.5東歐$0.6非洲及中東$0.8總計$133.6資料來源：Forrester Research，2002年 2002年全球B2C電子商務(wù)市場規(guī)模 B2C電子商務(wù)規(guī)模最大地區(qū)為北美北美地區(qū)2002年B2C電子

5、商務(wù)規(guī)模佔全球58.5%，其中美國約為720億西歐與亞太地區(qū)則僅次於北美西歐與亞太地區(qū)已具備根本要件，最具發(fā)展電子商務(wù)潛力.書籍名列線上購物產(chǎn)品榜首產(chǎn)品品項比率書籍23音樂產(chǎn)品(CD)15服飾13消費性電子產(chǎn)品13旅遊產(chǎn)品11電腦硬體10產(chǎn)品品項比率電腦軟體8票務(wù)8日用雜貨7錄影帶/VCD5家具/家飾4玩具/遊戲軟體4產(chǎn)品品項比率化妝品4商務(wù)旅遊產(chǎn)品4運動用品4珠寶/時尚產(chǎn)品3股票/金融商品2汽車1其他19線上購物產(chǎn)品品項與種類 資料來源：Taylor Nelson Sofres Interactive，2002年 全球網(wǎng)路消費者購買頻次較高的產(chǎn)品品項包括書籍、音樂產(chǎn)品(CD)、服飾、消費性電

6、子產(chǎn)品、旅遊產(chǎn)品等 .Internet Marketing and E-Tailing (cont.)What sells best on the Internet?Computer hardware and softwareConsumer electronicsSporting goodsOffice suppliesBooks and musicToysHealth and beautyEntertainmentApparelCarsServicesOthers.旅遊規(guī)模約佔總體三分之線上旅遊規(guī)模最大，約佔總合之30%旅遊、汽車、服飾以及花卉的市場規(guī)模成長幅度最高2002年美國B2C電子

7、商務(wù)市場產(chǎn)品類別分析資料來源：S, Forrester Research, eMarketer，2003年5月單位：十億美圓.因先後受美伊戰(zhàn)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(wù)中的藝文及交通類票務(wù)亦深受衝擊，但2003年仍較2002年成長15.44%B2C電子商務(wù)市場規(guī)模資料來源：資策會MIC，2003年6月臺灣B2C電子商務(wù)規(guī)模突破200億單位：新臺幣百萬元.臺灣網(wǎng)路零售佔整體零售不及1%單位：新臺幣十億元資料來源：經(jīng)濟部統(tǒng)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(jù)成

8、長趨勢預(yù)測，我國線上零售應(yīng)仍有很大成長空間網(wǎng)路零售市場規(guī)模.仍以旅遊 票務(wù) 3C為三大主要區(qū)隔旅遊產(chǎn)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(wù)、3C為三大區(qū)隔，票務(wù)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(wù)各區(qū)隔所佔比例2002年2003年.旅遊產(chǎn)品單價高 銷量大旅遊產(chǎn)品平均成交金額及每月成交筆數(shù)俱高，堪稱網(wǎng)路最熱門商品註1：票務(wù)近乎壟斷局面，故未予計算成交筆數(shù)；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

9、成交筆數(shù)註2：回卷家數(shù)215資料來源：資策會MIC，2003年12月我國B2C電子商務(wù)市場產(chǎn)品類別分析.Internet Marketing and E-Tailing (cont.)Characteristics of successful e-tailinghigh brand recognition (Lands End)guarantee provided by highly reliable or well-known vendors (Dell)digitized format (software)relatively inexpensive items (office suppl

10、ies)frequently purchased items (groceries)commodities with standard specifications (books), physical inspection unimportantwell-known packaged items that cannot be opened even in a traditional store (vitamins).重點信任機制品牌標(biāo)準(zhǔn)推薦經(jīng)驗貨品運送.E-Tailing Business ModelsClassification by distribution channelMail-ord

11、er retailers that go onlineDirect marketing from manufacturersPure-play e-tailersClick-and-mortar retailersInternet (online) malls.E-Tailing Business Models (cont.).E-Tailing Business Models (cont.)Direct marketing by mail order companiesdirect marketing: broadly, marketing that takes place without

12、intermediaries between manufacturers and buyers; in the context of this book, marketing done online between any seller and buyere.g. 東森.E-Tailing Business ModelsDirect sales by manufacturersSellers understand their markets better because of the direct connection to consumers, and consumers gain grea

13、ter information about the products through direct connection to the manufacturersExample: Dell Computersbuild-to-order approach of customization.E-Tailing Business Models (cont.)Pure-play e-tailersVirtual (pure-play) e-tailers: Firms that sell directly to consumers over the Internet without maintain

14、ing a physical sales channelExamples: 博客來.E-Tailing Business Models (cont.)Click-and-mortar retailers: Brick-and-mortar retailers with a transactional Web site from which to conduct businessBrick-and-mortar retailers: Retailers who do business in the non-Internet, physical world in traditional brick

15、-and-mortar storesMultichannel business model: Describes a company that sells in multiple marketing channels simultaneously (e.g., both physical and online stores).E-Tailing Business Models (cont.)Retailing in online mallsReferring directoriesdirectory organized by product typecatalog listings or ba

16、nner ads at the mall site advertise the products or storesMalls with shared servicesconsumer can find the product, order and pay for it, and arrange for shipmenthosting mall provides these services, but they are executed by each store independently.E-Tailing Business Models (cont.)Other B2C business

17、 modelsTransaction brokersInformation portalsCommunity portalsContent creators or disseminatorsViral marketingMarket makersBuild-to-orderService providers.Travel and Tourism Services OnlineMajor travel-related Web sites are:expediaorbitztravelocityasiatravelhotwiretravelwebeurovacationspriceline.Tra

18、vel and Tourism Services Online (cont.)Revenue models of online travel services include:Direct revenues (commissions)Revenue from advertisingConsultancy feesSubscription or membership feesRevenue-sharing feesOthers .Travel and Tourism Services Online (cont.)Services provided:Traditional servicesprov

19、iding general informationreserving and purchasing tickets, accommodations, and entertainment.Travel and Tourism Services Online (cont.)Unique servicestravel tips (a visa problem)electronic travel magazinesfare comparisonscurrency conversion calculatorsworldwide business and place locatorsoutlet for

20、travel accessories and booksexperts opinionsmajor international and travel newsdetailed driving maps and directions chat rooms and bulletin boardsfrequent-flier dealsonline travel auctions.Travel and Tourism Services Online (cont.)Impact of EC on the travel industryConsumers who used to order accomm

21、odations directly from a hotel are now using the Internet to compare prices and frequently are buying from an intermediary (Hotwire) .Travel and Tourism Services Online (cont.)Corporate travelTo reduce corporate travel costs, companies can make arrangements that enable employees to plan and book the

22、ir own tripsUsing online optimization tools provided by travel companiesTravel authorization software checks availability of funds and compliance with corporate guidelines.Employment Placement and the Job MarketThe Internet offers a rich environment for job seekers and for companies searching for ha

23、rd-to-find employeesWho uses the Internet job market?Job seekersEmployers seeking employeesJob agenciesGovernment agencies and institutions104人力銀行.Real Estate OnlinePotential homebuyers can:view many properties online, at any time and from anywhere, saving time for the buyer and the brokersort and o

24、rganize properties according to specific criteria and preview the exterior and interior design of the properties, shortening the search process.Insurance OnlineStandard insurance policies are available online at a substantial discount :Auto HomeLifeHealthThird-party aggregators offer free comparison

25、s of available policies.Online Stock Trading.Banking and Personal Finance Onlineelectronic 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.Banking and Personal

26、Finance Online (cont.)Home banking capabilitiesView current account balances and history at anytimeObtain charge and credit card statementsPay billsDownload account transactionsTransfer money between accountsBalance accountsSend to the bankExpand the meaning of “bankers hoursHandle finances when tra

27、velingUse additional services.Banking and Personal Finance Online (cont.)Virtual banksHave no physical location, but only conduct online transactionsNetBank (netbank)First Internet Bank (firstib)Make sure that the bank is legitimate before sending money to a virtual bank.On-Demand Delivery Services

28、and E-GrocersE-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 timeOn-demand delivery service: Express delivery made fairly quickly after an online order is received.On-Demand Delivery Servi

29、ces and E-Grocers (cont.)E-grocersoffer consumers the ability to order items online and have them delivered to their houses free regular “unattended weekly delivery based on a monthly subscription modelon-demand deliveriesa surcharge and additional delivery chargenonperishable items shipped via comm

30、on carrierdry-cleaning pickup and delivery“dont run out automatic reordering fresh flower deliverymovie rentalsmeal planningrecipe tipsmultimedia featuresnutritional information.On-Demand Delivery Services and E-Grocers (cont.)Who are e-grocery shoppers?Shopping avoidersNecessity usersNew technologi

31、stsTime-starved consumers.Online Delivery of Digital Products, Entertainment, and MediaDigital products: products that can be transformed to digital format and delivered over the Internet.Online Delivery of Digital Products, Entertainment, and Media (cont.)Napster Consumers-to-consumers (peer-to-pee

32、r) digital distributionNapster only shares “l(fā)ibraries or lists of songs, and then enables a peer-to-peer file-sharing environmentSued for copyright infringement in 2002.Online Delivery of Digital Products, Entertainment, and Media (cont.)Free file sharing is no longer allowedNapster forced to charge

33、 customers for use of its file-sharing serviceEntered into an agreement with Bertelsmann AG (large global music label that participated in the lawsuit against Napster)Went into bankruptcy in 2002Roxio purchaced and reopened in late 2003 as “for fee file-sharing service.Online Purchase Decision AidsS

34、hopping portals: Gateways to storefronts and malls; may be comprehensive or niche oriented dealtimeshopping.yahooeshop.msnwebcenter.shop.aol.Online Purchase Decision Aids (cont.)shopping robots (shopping agents or shopbots): Tools that scout the Web on behalf of consumers who specify search criteria

35、autobytelZdnet/computershopperofficedealtime.Online Purchase Decision Aids (cont.)“Spy servicesservices that visit Web sites for you, at your direction, and notify you of their findingsspyonitweb2mailalerts.yahooWireless shopping comparisonsMysimonAT&T Digital PocketNet.Online Purchase Decision Aids

36、 (cont.)Business rating sitesBizrateConsumer Reports Online ()Forrester Research (forrester)Gomez Advisors (gomez).Online Purchase Decision Aids (cont.)Trust verifications sites:evaluate and verify the trustworthiness of various e-tailersTrustEVersignBBB onlineWebtrustTrust.Successful Click-and-Mort

37、ar StrategiesSpeak with one voiceEmpower the customerLeverage the multichannels.Problems with E-Tailing and Lessons LearnedReasons retailers give for not going online include: product is not appropriate for Web saleslack of significant opportunitytoo expensivetechnology not readyonline sales conflic

38、t with core business.Problems with E-Tailing and Lessons Learned (cont.)Failures in B2C dot-comsKozmoa creative idea for on-demand deliveries of movie rentalsdifficulty in how to return the videosFurnituredifficulty in delivering products in a timely mannereRegisterregistering for courses etc. onlin

39、e was not popular with consumers.Problems with E-Tailing and Lessons Learned (cont.)Gobusiness model called for selling a large amount of ad impressions, which proved to be impossiblePetscost of acquiring customers was too costly.Problems with E-Tailing and Lessons Learned (cont.)Lessons learned:Don

40、t ignore profitabilityManage new risk exposureWatch the cost of brandingDo not start with insufficient fundsThe web site must be effectiveKeep it interesting.Issues in E-TailingDisintermediation: The removal of organizations or business process layers responsible for certain intermediary steps in a

41、given supply chain Reintermediation: The process whereby intermediaries (either new ones or those that had been disintermediated) take on new intermediary roles.Issues in E-Tailing (cont.)Cybermediation (electronic intermediation): The use of software (intelligent) agents to facilitate intermediationHypermediation: Extensive use of both human and electronic intermediation to provide assistance in all phases of an e-commerce venture.Issues in E-Ta