電子商務(wù)案例（自制）

電子商務(wù)案例（自制）CASE1（Spain）vs（USA）1/9/202421/9/20243PropagandizeFocusThe1stinSpain,eveninContinentalEurope.EmphasizethecompetitiveadvantageofInternet-basedsupermarkettotraditionalsupermarket.Enjoyable:InSpain,leisurehasadifferentmeaningandshoppingisaninnatepartoftheSpanishwayoflife.ConvenienceFull-time Low-costisakeyfactor?

1/9/20244利用規(guī)模效益降低成本提高利潤盡快解決技術(shù)問題，將業(yè)務(wù)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(fù)配置所造成的浪費(fèi)1/9/20245向價值鏈全過程要效益電子商務(wù)概念的引入將對Alco公司價值鏈的各環(huán)節(jié)產(chǎn)生重大影響。除銷售外，Alco公司應(yīng)同樣重視電子商務(wù)在其他環(huán)節(jié)可能產(chǎn)生的效益。采購尋價存貨管理1/9/20246建立自己的特色以特色求生存、求發(fā)展。由于網(wǎng)絡(luò)所擁有的“鏈接”優(yōu)勢，可將Alco公司的其它業(yè)務(wù)進(jìn)行整合。將“旅游”作為其網(wǎng)上超市的特色1/9/20247安全網(wǎng)上交易的安全性是消費(fèi)者最大的心理顧慮，要將消費(fèi)者從傳統(tǒng)連鎖業(yè)中爭取過來，這是Alco公司必須解決的重要問題應(yīng)重點(diǎn)從“財”、“物”兩方面做好安全工作確保消費(fèi)者信用卡帳戶的安全要建立時時查詢系統(tǒng)，讓消費(fèi)者了解自己所購物品的狀態(tài)，何時貨可送達(dá)。1/9/20248協(xié)助社會推廣網(wǎng)絡(luò)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%）。1/9/20249OriginalGoals

Torespondtotheneedfordifferentiatedserviceandhighqualityinteractionwithcustomers.Tomeetcustomer’sdesireforshoppingthroughanInternet-basedsupermarket.Tobecomethemarketleaderintheonlinedistributionchannel.Toacquirerelevantknow-howfortheonlineretailingandthusprepareAlcofortheemerginginformationsociety.1/9/202410CurrentStatusThe1stinSpain,eveninContinentalEurope.Oct.19970.01%oftotalturnover4,900mpesetas（profitin1996）490kpesetasprofit（virtualsupermarket）Cost100mfordevelopingthenewsystemOperationandmaintenancefee1/9/202411CompetitivesAnalysisCOMPETINGSELLERSSUPPLIERSOFKEYINPUTSSUBSTITUTESBUYERSPOTENTIALNEWENTRANTSWinbuyersBargainingpowerandleverageAbilitytoexercisebargainingpowerandleverageThreatofentryofnewrivals1/9/202412KeyFocusSegmentation,Differentiationstrategy,customer’sloyaltyimprovement,insight.BasedonE-commerce,developSCM,SynergyStrategy.DeeplyinvolvedintotheE-CommerceBusinessandestablisheffectivedistributionsystem.1/9/202413SegmentationOn-lineSupermarketCustomers:SuburbfamiliesMotherstakingcareoflittlebabyTechnicalfocusfamiliesWhattheyfocusPriceConvenienceDiversification1/9/202414Customer’sLoyaltyCriticalSuccessFactorforOn-lineSupermarketIknowitandtrustitCRMSalesMarketingCallCenterService,etc.Insight1/9/202415DevelopSCM,SynergyStrategySCMLogistic;Inventory;Purchase;DistributionProfits:Alco:1.9%Prvca:4%

ReduceprofittosustainAlco’sdiscountwayoflife?Howto?Low-CostLeadshipStrategyBasedontheE-Commerce,establishSCM,Synergy1/9/202416Long-runStrategyDeeplyinvolvedintotheE-CommerceBusinessandestablisheffectivedistributionsystem（SustainableCompetitiveAdvantage）ImproveSystemSecuritySpecialE-BusinessModel（noteasytocopy）CoreCompetenciesOther4supermarkets’sbusinessE-CommerceplatformAlco’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(wù)三方面齊頭并進(jìn)。1/9/2024171/9/202418PeapodInc.OnlinegrocerycompanyinU.S.1/9/202419CorporationDevelopment1/9/202420Revenuesgrowth&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?1/9/202421BusinesspatternofPeapodCustomerssendthepurchasingorderthroughinternetPeapodservers&systemsFulfillmentcenterclosettothespecifieddeliveryaddressFleetofdeliveryvansPartnerofretailer1/9/202422ITSystemClientlayerResideonthecustomer’scomputer;createtheuser’sinterfacebyfollowinginstructionsfromtheapplicationserver;runtheapplicationandreturninputtoPeapodserverApplicationserversProprietarytargetingengineBusinesssupportsystemFulfillmentmanagementapplicationAccountingsystemsDatabaseMaintainandmanagethedataassociatedwiththePeapodapplication.1/9/202423WhathasPeapoddonesofarforitsbusiness?Peapod’sdiscussionandinformationforums(submitrecipesandwinthecoupons,“AmericanHeartAssociation”.etc)SellingtheITsystemandKnow-howtoitsselectretailers.(ColeMyer)DiversificationStrategy.FTD-brandedFlowershop,premiumwinesandgreetingcardsandotherretailrelationships.Interactivemarketingservices.

Fromlate1995,builtrelationswithseveralconsumergoodsandservicecompanies.Providesavarietyofbundledinteractivemarketingproductsandservices.BannerAdvertising\EnhancedContentAdvertising\ElectronicCoupons\StimulusresponseTesting1/9/202424StillincurredthelossandWhy?網(wǎng)絡(luò)公司是命里注定的燒錢公司基本網(wǎng)絡(luò)的架構(gòu)就如同基礎(chǔ)設(shè)施的建設(shè)；系統(tǒng)維護(hù)、更新和維持正常運(yùn)作的成本非常高；改變和維持客戶消費(fèi)行為的成本過高；過于龐大的服務(wù)范圍使得運(yùn)營成本過高。建設(shè)自己的配送體系并加以維持正常運(yùn)營的成本過高大量的車隊許多消費(fèi)者沒有按時收到貨物，或者貨物發(fā)送錯誤，導(dǎo)致公司補(bǔ)償成本增加。1/9/202425SuggestionsFocusoncertainserviceareaReducethenumberofemployeesMergewithlocalretailersordeliverycompanies,takeadvantageoftheirservicenetworks.1/9/202426Peapod–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(guān)系應(yīng)是一種互為補(bǔ)充的關(guān)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(wù)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(shù)發(fā)展都還有很長的路要走配送、支付、網(wǎng)絡(luò)安全等一系列技術(shù)問題并非所有的的商品都適合做電子商務(wù)傳統(tǒng)的零售企業(yè)有著豐富的物流、資金流、信息流、