電子商務經(jīng)典案例

1、CASE STUDYLi HaiyunWen RenyiZhao YuZhuang Wei8/1/20221CASE1（Spain） vs（USA）8/1/202228/1/20223Propagandize FocusThe 1st in Spain, even in Continental Europe.Emphasize the competitive advantage of Internet-based supermarket to traditional supermarket.Enjoyable: In Spain, leisure has a different meaning

2、 and shopping is an innate part of the Spanish way of life. ConvenienceFull-time Low-cost is a key factor? 8/1/20224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。 在更大范圍內追求購買效益 通過資源共享減少重復配置所造成的浪費 8/1/20225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)可能產生的效益。 采購尋價存貨管理 8/1/20226

3、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 8/1/20227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。 8/1/20228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

4、%）。8/1/20229Original Goals To respond to the need for differentiated service and high quality interaction with customers.To meet customers desire for shopping through an Internet-based supermarket.To become the market leader in the online distribution channel.To acquire relevant know-how for the onl

5、ine retailing and thus prepare Alcampo for the emerging information society.8/1/202210Current StatusThe 1st in Spain, even in Continental Europe.Oct. 1997 0.01% of total turnover 4,900 m pesetas （profit in 1996）490k pesetas profit （virtual supermarket）Cost 100 m for developing the new systemOperatio

6、n and maintenance fee8/1/202211Competitives AnalysisCOMPETING SELLERSSUPPLIERS OF KEY INPUTSSUBSTITUTESBUYERSPOTENTIALNEW ENTRANTSWin buyersBargaining power and leverageAbility to exercise bargaining power and leverageThreat of entry of new rivals8/1/202212Key FocusSegmentation, Differentiation stra

7、tegy, customers loyalty improvement, insight.Based on E-commerce, develop SCM, Synergy Strategy.Deeply involved into the E-Commerce Business and establish effective distribution system.8/1/202213SegmentationOn-line Supermarket Customers: Suburb families Mothers taking care of little baby Technical f

8、ocus familiesWhat they focusPriceConvenienceDiversification8/1/202214Customers LoyaltyCritical Success Factor for On-line SupermarketI know it and trust itCRM SalesMarketingCall CenterService, etc.Insight8/1/202215Develop SCM, Synergy Strategy SCM Logistic; Inventory; Purchase; DistributionProfits:

9、Alcampo : 1.9% Prvca : 4% Reduce profit to sustain Alcampos discount way of life? How to? Low-Cost Leadship StrategyBased on the E-Commerce, establish SCM, Synergy8/1/202216Long-run StrategyDeeply involved into the E-Commerce Business and establish effective distribution system （Sustainable Competit

10、ive Advantage）Improve System Security Special E-Business Model （not easy to copy）Core CompetenciesOther 4 supermarketss business E-Commerce platformAlcampo other business E-Commerce platform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。8/1/2022178/1/202218Peapod Inc.Online grocery company in U.S.8/1/202219Corporat

11、ion Development8/1/202220Revenues growth & orders soarOrders: 93700 in 3rd quarters of 1997, 43700 only during the same period in 1996;Revenues: 41.6 million in first 9 months in 1997, up by 111% from 19.7 million for the same period in 1996;Revenues from online marketing services: 3 million to 6 mi

12、llion;Revenues from member and retail services: 1.8 million(1996) to 3.4 million (1997)No. of fulfillment centers: 37 more, cover 6.6 million household totally.Problem: still incurred losses, facing the financial problem,why?8/1/202221Business pattern of PeapodCustomers send the purchasing order thr

13、ough internetPeapod servers & systemsFulfillment center closet to the specified delivery addressFleet of delivery vansPartner of retailer 8/1/202222IT SystemClient layerReside on the customers computer; create the users interface by following instructions from the application server; run the applica

14、tion and return input to Peapod serverApplication serversProprietary targeting engineBusiness support systemFulfillment management application Accounting systemsDatabaseMaintain and manage the data associated with the Peapod application.8/1/202223What has Peapod done so far for its business?Peapods

15、discussion and information forums (submit recipes and win the coupons, “American Heart Association”. etc)Selling the IT system and Know-how to its select retailers. (Cole Myer)Diversification Strategy. FTD-branded Flower shop, premium wines and greeting cards and other retail relationships.Interacti

16、ve marketing services. From late 1995, built relations with several consumer goods and service companies. Provides a variety of bundled interactive marketing products and services.Banner Advertising Enhanced Content Advertising Electronic Coupons Stimulus response Testing8/1/202224Still incurred the

17、 loss and Why?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。8/1/202225SuggestionsFocus on certain service areaReduce the number of employeesMerge with local retailers or delivery companies, take

18、advantage of their service networks. 8/1/202226Peapod Optimistic E-Commerce Model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。8/1/202227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8/1/202228Conclusion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。8/1/202229謝謝大家！8/1/202230樹立質量法制觀念、提高全員質量意識。8月-228月-22Monday, August 1, 2022人生得意須盡歡，莫使