電子商務對產(chǎn)品產(chǎn)生的效益課件

2022/12/10AlcampovsPeapod1CASESTUDYLiHaiyunWenRenyiZhaoYuZhuangWei2022/12/8AlcampovsPeapod1CAS2022/12/10AlcampovsPeapod2CASE1（Spain）vs（USA）2022/12/8AlcampovsPeapod2CAS2022/12/1032022/12/832022/12/104PropagandizeFocusThe1stinSpain,eveninContinentalEurope.EmphasizethecompetitiveadvantageofInternet-basedsupermarkettotraditionalsupermarket.Enjoyable:InSpain,leisurehasadifferentmeaningandshoppingisaninnatepartoftheSpanishwayoflife.ConvenienceFull-time Low-costisakeyfactor?

2022/12/84PropagandizeFocusTh2022/12/105利用規(guī)模效益降低成本提高利潤盡快解決技術問題，將業(yè)務拓展到全國，從而降低單位成本。在更大范圍內(nèi)追求購買效益通過資源共享減少重復配置所造成的浪費2022/12/85利用規(guī)模效益降低成本提高利潤盡快解決技2022/12/106向價值鏈全過程要效益電子商務概念的引入將對Alcampo公司價值鏈的各環(huán)節(jié)產(chǎn)生重大影響。除銷售外，Alcampo公司應同樣重視電子商務在其他環(huán)節(jié)可能產(chǎn)生的效益。采購尋價存貨管理

2022/12/86向價值鏈全過程要效益電子商務概念的引入2022/12/107建立自己的特色以特色求生存、求發(fā)展。由于網(wǎng)絡所擁有的“鏈接”優(yōu)勢，可將Alcampo公司的其它業(yè)務進行整合。

將“旅游”作為其網(wǎng)上超市的特色2022/12/87建立自己的特色以特色求生存、求發(fā)展。2022/12/108安全網(wǎng)上交易的安全性是消費者最大的心理顧慮，要將消費者從傳統(tǒng)連鎖業(yè)中爭取過來，這是Alcampo公司必須解決的重要問題應重點從“財”、“物”兩方面做好安全工作

確保消費者信用卡帳戶的安全要建立時時查詢系統(tǒng)，讓消費者了解自己所購物品的狀態(tài)，何時貨可送達。2022/12/88安全網(wǎng)上交易的安全性是消費者最大的心理2022/12/109協(xié)助社會推廣網(wǎng)絡概念從案例中提供的資料看，1997年西班牙14歲以上人口為約3400萬，其中對互聯(lián)網(wǎng)有所接觸的為134萬人（4％），使用者約92萬人（2.7%）。2022/12/89協(xié)助社會推廣網(wǎng)絡概念從案例中提供的資2022/12/1010OriginalGoals

Torespondtotheneedfordifferentiatedserviceandhighqualityinteractionwithcustomers.Tomeetcustomer’sdesireforshoppingthroughanInternet-basedsupermarket.Tobecomethemarketleaderintheonlinedistributionchannel.Toacquirerelevantknow-howfortheonlineretailingandthusprepareAlcampofortheemerginginformationsociety.2022/12/810OriginalGoalsTor2022/12/1011CurrentStatusThe1stinSpain,eveninContinentalEurope.Oct.19970.01%oftotalturnover4,900mpesetas（profitin1996）490kpesetasprofit（virtualsupermarket）Cost100mfordevelopingthenewsystemOperationandmaintenancefee2022/12/811CurrentStatusThe12022/12/1012CompetitivesAnalysisCOMPETINGSELLERSSUPPLIERSOFKEYINPUTSSUBSTITUTESBUYERSPOTENTIALNEWENTRANTSWinbuyersBargainingpowerandleverageAbilitytoexercisebargainingpowerandleverageThreatofentryofnewrivals2022/12/812CompetitivesAnalys2022/12/1013KeyFocusSegmentation,Differentiationstrategy,customer’sloyaltyimprovement,insight.BasedonE-commerce,developSCM,SynergyStrategy.DeeplyinvolvedintotheE-CommerceBusinessandestablisheffectivedistributionsystem.2022/12/813KeyFocusSegmentati2022/12/1014SegmentationOn-lineSupermarketCustomers:SuburbfamiliesMotherstakingcareoflittlebabyTechnicalfocusfamiliesWhattheyfocusPriceConvenienceDiversification2022/12/814SegmentationOn-line2022/12/1015Customer’sLoyaltyCriticalSuccessFactorforOn-lineSupermarketIknowitandtrustitCRMSalesMarketingCallCenterService,etc.Insight2022/12/815Customer’sLoyaltyC2022/12/1016DevelopSCM,SynergyStrategySCMLogistic;Inventory;Purchase;DistributionProfits:Alcampo:1.9%Prvca:4%

ReduceprofittosustainAlcampo’sdiscountwayoflife?Howto?Low-CostLeadshipStrategyBasedontheE-Commerce,establishSCM,Synergy2022/12/816DevelopSCM,Synerg2022/12/1017Long-runStrategyDeeplyinvolvedintotheE-CommerceBusinessandestablisheffectivedistributionsystem

（SustainableCompetitiveAdvantage）ImproveSystemSecuritySpecialE-BusinessModel（noteasytocopy）CoreCompetenciesOther4supermarkets’sbusinessE-CommerceplatformAlcampo’otherbusinessE-Commerceplatform最理想的發(fā)展戰(zhàn)略：連鎖經(jīng)營、物流配送、電子商務三方面齊頭并進。2022/12/817Long-runStrategyDe2022/12/10182022/12/8182022/12/10AlcampovsPeapod19PeapodInc.OnlinegrocerycompanyinU.S.2022/12/8AlcampovsPeapod19Pe2022/12/1020CorporationDevelopment2022/12/820CorporationDevelop2022/12/1021Revenuesgrowth&orderssoarOrders: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?2022/12/821Revenuesgrowth&o2022/12/1022BusinesspatternofPeapodCustomerssendthepurchasingorderthroughinternetPeapodservers&systemsFulfillmentcenterclosettothespecifieddeliveryaddressFleetofdeliveryvansPartnerofretailer2022/12/822Businesspatternof2022/12/1023ITSystemClientlayerResideonthecustomer’scomputer;createtheuser’sinterfacebyfollowinginstructionsfromtheapplicationserver;runtheapplicationandreturninputtoPeapodserverApplicationserversProprietarytargetingengineBusinesssupportsystemFulfillmentmanagementapplicationAccountingsystemsDatabaseMaintainandmanagethedataassociatedwiththePeapodapplication.2022/12/823ITSystemClientlay2022/12/1024WhathasPeapoddonesofarforitsbusiness?Peapod’sdiscussionandinformationforums(submitrecipesandwinthecoupons,“AmericanHeartAssociation”.etc)SellingtheITsystemandKnow-howtoitsselectretailers.(ColeMyer)DiversificationStrategy.FTD-brandedFlowershop,premiumwinesandgreetingcardsandotherretailrelationships.Interactivemarketingservices.

Fromlate1995,builtrelationswithseveralconsumergoodsandservicecompanies.Providesavarietyofbundledinteractivemarketingproductsandservices.BannerAdvertising\EnhancedContentAdvertising\ElectronicCoupons\StimulusresponseTesting2022/12/824WhathasPeapoddon2022/12/1025StillincurredthelossandWhy?網(wǎng)絡公司是命里注定的燒錢公司基本網(wǎng)絡的架構就如同基礎設施的建設；系統(tǒng)維護、更新和維持正常運作的成本非常高；改變和維持客戶消費行為的成本過高；過于龐大的服務范圍使得運營成本過高。建設自己的配送體系并加以維持正常運營的成本過高大量的車隊許多消費者沒有按時收到貨物，或者貨物發(fā)送錯誤，導致公司補償成本增加。2022/12/825Stillincurredthe2022/12/1026SuggestionsFocusoncertainserviceareaReducethenumberofemployeesMergewithlocalretailersordeliverycompanies,takeadvantageoftheirservicenetworks.2022/12/826SuggestionsFocuson2022/12/1027Peapod–OptimisticE-CommerceModel互聯(lián)網(wǎng)并不能取代傳統(tǒng)媒體，它與傳統(tǒng)媒體的關系應是一種互為補充的關系，兩者將長期共存。傳統(tǒng)零售模式在某種程度上來說已在人們的意識形態(tài)中根深蒂固電子商務盡管已經(jīng)發(fā)展了十余年，但不管是管理理念、文化理念、還是技術發(fā)展都還有很長的路要走配送、支付、網(wǎng)絡安全等一系列技術問題并非所有的的商品都適合做電子商務傳統(tǒng)的零售企業(yè)有著豐富的物流、資金流、信息流、營銷方面經(jīng)驗，這些經(jīng)驗也不是電子商務可簡單拷貝的。2022/12/827Peapod–Optimistic2022/12/1028電子商務發(fā)展前景看好美國零售業(yè)的電子商務銷售在沃爾瑪?shù)却笮瓦B鎖集團的領軍之下繼續(xù)擴展市場空間。美國零售業(yè)的電子商務銷售額

1999年第四季度：54.8億美元

2002年第二季度：102億美元

電子商務的發(fā)展魅力2022/12/828電子商務發(fā)展前景看好美國零售業(yè)的電子商2022/12/1029Conclusion發(fā)展電子商務并不是要企業(yè)在“傳統(tǒng)”與“網(wǎng)絡”間做出選擇，而是要借助網(wǎng)絡優(yōu)勢，讓企業(yè)以最低成本獲取最大利潤。2022/12/829Conclusion發(fā)展電子商務并不是2022/12/10AlcampovsPeapod30CASESTUDYLiHaiyunWenRenyiZhaoYuZhuangWei2022/12/8AlcampovsPeapod1CAS2022/12/10AlcampovsPeapod31CASE1（Spain）vs（USA）2022/12/8AlcampovsPeapod2CAS2022/12/10322022/12/832022/12/1033PropagandizeFocusThe1stinSpain,eveninContinentalEurope.EmphasizethecompetitiveadvantageofInternet-basedsupermarkettotraditionalsupermarket.Enjoyable:InSpain,leisurehasadifferentmeaningandshoppingisaninnatepartoftheSpanishwayoflife.ConvenienceFull-time Low-costisakeyfactor?

2022/12/84PropagandizeFocusTh2022/12/1034利用規(guī)模效益降低成本提高利潤盡快解決技術問題，將業(yè)務拓展到全國，從而降低單位成本。在更大范圍內(nèi)追求購買效益通過資源共享減少重復配置所造成的浪費2022/12/85利用規(guī)模效益降低成本提高利潤盡快解決技2022/12/1035向價值鏈全過程要效益電子商務概念的引入將對Alcampo公司價值鏈的各環(huán)節(jié)產(chǎn)生重大影響。除銷售外，Alcampo公司應同樣重視電子商務在其他環(huán)節(jié)可能產(chǎn)生的效益。采購尋價存貨管理

2022/12/86向價值鏈全過程要效益電子商務概念的引入2022/12/1036建立自己的特色以特色求生存、求發(fā)展。由于網(wǎng)絡所擁有的“鏈接”優(yōu)勢，可將Alcampo公司的其它業(yè)務進行整合。

將“旅游”作為其網(wǎng)上超市的特色2022/12/87建立自己的特色以特色求生存、求發(fā)展。2022/12/1037安全網(wǎng)上交易的安全性是消費者最大的心理顧慮，要將消費者從傳統(tǒng)連鎖業(yè)中爭取過來，這是Alcampo公司必須解決的重要問題應重點從“財”、“物”兩方面做好安全工作

確保消費者信用卡帳戶的安全要建立時時查詢系統(tǒng)，讓消費者了解自己所購物品的狀態(tài)，何時貨可送達。2022/12/88安全網(wǎng)上交易的安全性是消費者最大的心理2022/12/1038協(xié)助社會推廣網(wǎng)絡概念從案例中提供的資料看，1997年西班牙14歲以上人口為約3400萬，其中對互聯(lián)網(wǎng)有所接觸的為134萬人（4％），使用者約92萬人（2.7%）。2022/12/89協(xié)助社會推廣網(wǎng)絡概念從案例中提供的資2022/12/1039OriginalGoals

Torespondtotheneedfordifferentiatedserviceandhighqualityinteractionwithcustomers.Tomeetcustomer’sdesireforshoppingthroughanInternet-basedsupermarket.Tobecomethemarketleaderintheonlinedistributionchannel.Toacquirerelevantknow-howfortheonlineretailingandthusprepareAlcampofortheemerginginformationsociety.2022/12/810OriginalGoalsTor2022/12/1040CurrentStatusThe1stinSpain,eveninContinentalEurope.Oct.19970.01%oftotalturnover4,900mpesetas（profitin1996）490kpesetasprofit（virtualsupermarket）Cost100mfordevelopingthenewsystemOperationandmaintenancefee2022/12/811CurrentStatusThe12022/12/1041CompetitivesAnalysisCOMPETINGSELLERSSUPPLIERSOFKEYINPUTSSUBSTITUTESBUYERSPOTENTIALNEWENTRANTSWinbuyersBargainingpowerandleverageAbilitytoexercisebargainingpowerandleverageThreatofentryofnewrivals2022/12/812CompetitivesAnalys2022/12/1042KeyFocusSegmentation,Differentiationstrategy,customer’sloyaltyimprovement,insight.BasedonE-commerce,developSCM,SynergyStrategy.DeeplyinvolvedintotheE-CommerceBusinessandestablisheffectivedistributionsystem.2022/12/813KeyFocusSegmentati2022/12/1043SegmentationOn-lineSupermarketCustomers:SuburbfamiliesMotherstakingcareoflittlebabyTechnicalfocusfamiliesWhattheyfocusPriceConvenienceDiversification2022/12/814SegmentationOn-line2022/12/1044Customer’sLoyaltyCriticalSuccessFactorforOn-lineSupermarketIknowitandtrustitCRMSalesMarketingCallCenterService,etc.Insight2022/12/815Customer’sLoyaltyC2022/12/1045DevelopSCM,SynergyStrategySCMLogistic;Inventory;Purchase;DistributionProfits:Alcampo:1.9%Prvca:4%

ReduceprofittosustainAlcampo’sdiscountwayoflife?Howto?Low-CostLeadshipStrategyBasedontheE-Commerce,establishSCM,Synergy2022/12/816DevelopSCM,Synerg2022/12/1046Long-runStrategyDeeplyinvolvedintotheE-CommerceBusinessandestablisheffectivedistributionsystem

（SustainableCompetitiveAdvantage）ImproveSystemSecuritySpecialE-BusinessModel（noteasytocopy）CoreCompetenciesOther4supermarkets’sbusinessE-CommerceplatformAlcampo’otherbusinessE-Commerceplatform最理想的發(fā)展戰(zhàn)略：連鎖經(jīng)營、物流配送、電子商務三方面齊頭并進。2022/12/817Long-runStrategyDe2022/12/10472022/12/8182022/12/10AlcampovsPeapod48PeapodInc.OnlinegrocerycompanyinU.S.2022/12/8AlcampovsPeapod19Pe2022/12/1049CorporationDevelopment2022/12/820CorporationDevelop2022/12/1050Revenuesgrowth&orderssoarOrders: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?2022/12/821Revenuesgrowth&o2022/12/1051BusinesspatternofPeapodCustomerssendthepurchasingorderthroughinternetPeapodservers&systemsFulfillmentcenterclosettothespecifieddeliveryaddressFleetofdeliveryvansPartnerofretailer2022/12/822Businesspatternof2022/12/1052ITSystemClientlayerResideonthecustomer’scomputer;createtheuser’sinterfacebyfollowinginstructionsfromtheapplicationserver;runtheapplicationandreturninputtoPeapodserverApplicationserversProprietarytargetingengineBusinesssupportsystemFulfillmentmanagementapplicationAccountingsystemsDatabaseMaintainandmanagethedataassociatedwiththePeapodapplication.2022/12/823ITSystemClientlay2022/12/1053WhathasPeapoddonesofarforitsbusiness?Peapod’sdiscussionandinformationforums(submitrecipesandwinthecoupons,“AmericanHeartAssociation”.etc)SellingtheITsystemandKnow-howtoitsselectretailers.(ColeMyer)DiversificationStrategy.FTD-brandedFlowershop,premiumwinesandgreetingcardsandother