電子商務(wù)中的零售產(chǎn)品和服務(wù)課件

電子商務(wù)中的零售：產(chǎn)品和服務(wù)RetailinginElectronicCommerce:ProductsandServices2006.031電子商務(wù)中的零售：產(chǎn)品和服務(wù)RetailinginEle無(wú)店頭銷售網(wǎng)路銷售郵購(gòu)電視購(gòu)物直銷（多層行銷）2無(wú)店頭銷售網(wǎng)路銷售2注意課題後臺(tái)作業(yè)貨物的供應(yīng)訂單倉(cāng)儲(chǔ)物流金流前臺(tái)作業(yè)金流COD:CashonDelivery3注意課題後臺(tái)作業(yè)3InternetMarketingandElectronicRetailing(E-Tailing)Overviewofe-tailingElectronicretailing(e-tailing):

Retailingconductedonline,overtheInternetE-tailers:

ThosewhoconductretailbusinessovertheInternet4InternetMarketingandElectroInternetMarketingand

E-Tailing(cont.)SizeandgrowthoftheB2CmarketnumberofU.S.onlinebuyersfrom53.2%ofallInternetusersin2001to6%by2004(90millionpeoplepurchasingonline)U.S.revenuesfromonlineB2Cbuyingpredictedtogofrom$73billionin2001to$190billionin2004May2002salesof$9.8billioninthefirstquarterof2002(up19.3percentfromthefirstquarterof2001)annual2002salesestimatedtobeover$40billion—1.4%oftotalretailsales,upfrom1.1percentin2001averageonlineshopperspentover$300perquarter5InternetMarketingand

E-Tail全球?qū)掝l用戶數(shù)急速成長(zhǎng)CAGR=63.85%資料來(lái)源：eMarketer，資策會(huì)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(yè)呈現(xiàn)以及網(wǎng)路廣告形式走向多媒體表現(xiàn)方式，同時(shí)亦有助於帶動(dòng)線上影音、線上學(xué)習(xí)等需求6全球?qū)掝l用戶數(shù)急速成長(zhǎng)CAGR=63.85%資料來(lái)源：eMa地區(qū)市場(chǎng)規(guī)模

($USbillions)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(jì)$133.6資料來(lái)源：ForresterResearch，2002年2002年全球B2C電子商務(wù)市場(chǎng)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電子商務(wù)規(guī)模佔(zhàn)全球58.5%，其中美國(guó)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)已具備基本要件，最具發(fā)展電子商務(wù)潛力7地區(qū)市場(chǎng)規(guī)模

($USbillions)北美$78.1亞太書籍名列線上購(gòu)物產(chǎn)品榜首產(chǎn)品品項(xiàng)比率書籍23音樂(lè)產(chǎn)品(CD)15服飾13消費(fèi)性電子產(chǎn)品13旅遊產(chǎn)品11電腦硬體10產(chǎn)品品項(xiàng)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(xiàng)比率化妝品4商務(wù)旅遊產(chǎn)品4運(yùn)動(dòng)用品4珠寶/時(shí)尚產(chǎn)品3股票/金融商品2汽車1其他19線上購(gòu)物產(chǎn)品品項(xiàng)與種類資料來(lái)源：TaylorNelsonSofresInteractive，2002年全球網(wǎng)路消費(fèi)者購(gòu)買頻次較高的產(chǎn)品品項(xiàng)包括書籍、音樂(lè)產(chǎn)品(CD)、服飾、消費(fèi)性電子產(chǎn)品、旅遊產(chǎn)品等8書籍名列線上購(gòu)物產(chǎn)品榜首產(chǎn)品品項(xiàng)比率書籍23音樂(lè)產(chǎn)品(CD)InternetMarketingand

E-Tailing(cont.)WhatsellsbestontheInternet?ComputerhardwareandsoftwareConsumerelectronicsSportinggoodsOfficesuppliesBooksandmusicToysHealthandbeautyEntertainmentApparelCarsServicesOthers9InternetMarketingand

E-Tail旅遊規(guī)模約佔(zhàn)總體三分之ㄧ線上旅遊規(guī)模最大，約佔(zhàn)總合之30%旅遊、汽車、服飾以及花卉的市場(chǎng)規(guī)模成長(zhǎng)幅度最高2002年美國(guó)B2C電子商務(wù)市場(chǎng)產(chǎn)品類別分析資料來(lái)源：S,ForresterResearch,eMarketer，2003年5月單位：十億美元10旅遊規(guī)模約佔(zhàn)總體三分之ㄧ線上旅遊規(guī)模最大，約佔(zhàn)總合之30%2因先後受美伊戰(zhàn)爭(zhēng)以及SARS疫情的影響，2003年上半年線上旅遊營(yíng)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(zhǎng)15.44%B2C電子商務(wù)市場(chǎng)規(guī)模資料來(lái)源：資策會(huì)MIC，2003年6月臺(tái)灣B2C電子商務(wù)規(guī)模突破200億單位：新臺(tái)幣百萬(wàn)元11因先後受美伊戰(zhàn)爭(zhēng)以及SARS疫情的影響，2003年上半年線臺(tái)灣網(wǎng)路零售佔(zhàn)整體零售不及1%單位：新臺(tái)幣十億元資料來(lái)源：經(jīng)濟(jì)部統(tǒng)計(jì)處、資策會(huì)MIC，2003年12月雖然目前線上零售所佔(zhàn)比例仍低，但每年均呈快速成長(zhǎng)之趨勢(shì)相較於美國(guó)線上零售約佔(zhàn)1.5之比例，根據(jù)成長(zhǎng)趨勢(shì)預(yù)測(cè)，我國(guó)線上零售

應(yīng)仍有很大成長(zhǎng)空間網(wǎng)路零售市場(chǎng)規(guī)模12臺(tái)灣網(wǎng)路零售佔(zhàn)整體零售不及1%單位：新臺(tái)幣十億元資料來(lái)源：經(jīng)仍以旅遊票務(wù)3C為三大主要區(qū)隔旅遊產(chǎn)品一支獨(dú)秀，2003年佔(zhàn)總體的41.9%，但所佔(zhàn)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(zhàn)13.8%，

3C商品約佔(zhàn)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(xiàng)目資料來(lái)源：資策會(huì)MIC，2003年12月我國(guó)B2C電子商務(wù)各區(qū)隔所佔(zhàn)比例2002年2003年13仍以旅遊票務(wù)3C為三大主要區(qū)隔旅遊產(chǎn)品一支獨(dú)秀，2003旅遊產(chǎn)品單價(jià)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(jì)算成交筆數(shù)；其它包括食品、雜貨、廚具等，因品項(xiàng)繁多，不予計(jì)算該類平均成交金額及平均成交筆數(shù)註2：回卷家數(shù)215資料來(lái)源：資策會(huì)MIC，2003年12月我國(guó)B2C電子商務(wù)市場(chǎng)產(chǎn)品類別分析14旅遊產(chǎn)品單價(jià)高銷量大旅遊產(chǎn)品平均成交金額及每月成交筆數(shù)俱InternetMarketingand

E-Tailing(cont.)Characteristicsofsuccessfule-tailinghighbrandrecognition(Lands’End)guaranteeprovidedbyhighlyreliableorwell-knownvendors(Dell)digitizedformat(software)relativelyinexpensiveitems(officesupplies)frequentlypurchaseditems(groceries)commoditieswithstandardspecifications(books),physicalinspectionunimportantwell-knownpackageditemsthatcannotbeopenedeveninatraditionalstore(vitamins)15InternetMarketingand

E-Tail重點(diǎn)信任機(jī)制品牌標(biāo)準(zhǔn)推薦經(jīng)驗(yàn)貨品運(yùn)送16重點(diǎn)信任機(jī)制16E-TailingBusinessModelsClassificationbydistributionchannelMail-orderretailersthatgoonlineDirectmarketingfrommanufacturersPure-playe-tailersClick-and-mortarretailersInternet(online)malls17E-TailingBusinessModelsClassE-TailingBusinessModels

(cont.)18E-TailingBusinessModels(conE-TailingBusinessModels

(cont.)Directmarketingbymailordercompanies

directmarketing:

broadly,marketingthattakesplacewithoutintermediariesbetweenmanufacturersandbuyers;inthecontextofthisbook,marketingdoneonlinebetweenanysellerandbuyere.g.東森19E-TailingBusinessModels(conE-TailingBusinessModelsDirectsalesbymanufacturersSellersunderstandtheirmarketsbetterbecauseofthedirectconnectiontoconsumers,andconsumersgaingreaterinformationabouttheproductsthroughdirectconnectiontothemanufacturersExample:DellComputers—build-to-orderapproachofcustomization20E-TailingBusinessModelsDirecE-TailingBusinessModels

(cont.)Pure-playe-tailersVirtual(pure-play)e-tailers:

FirmsthatselldirectlytoconsumersovertheInternetwithoutmaintainingaphysicalsaleschannelExamples:博客來(lái)21E-TailingBusinessModels(conE-TailingBusinessModels

(cont.)Click-and-mortarretailers:

Brick-and-mortarretailerswithatransactionalWebsitefromwhichtoconductbusinessBrick-and-mortarretailers:

Retailerswhodobusinessinthenon-Internet,physicalworldintraditionalbrick-and-mortarstoresMultichannelbusinessmodel:

Describesacompanythatsellsinmultiplemarketingchannelssimultaneously(e.g.,bothphysicalandonlinestores)22E-TailingBusinessModels(conE-TailingBusinessModels

(cont.)RetailinginonlinemallsReferringdirectoriesdirectoryorganizedbyproducttypecataloglistingsorbanneradsatthemallsiteadvertisetheproductsorstoresMallswithsharedservicesconsumercanfindtheproduct,orderandpayforit,andarrangeforshipmenthostingmallprovidestheseservices,buttheyareexecutedbyeachstoreindependently23E-TailingBusinessModels(conE-TailingBusinessModels

(cont.)OtherB2CbusinessmodelsTransactionbrokersInformationportalsCommunityportalsContentcreatorsordisseminatorsViralmarketingMarketmakersBuild-to-orderServiceproviders24E-TailingBusinessModels(conTravelandTourism

ServicesOnlineMajortravel-relatedWebsitesare:25TravelandTourism

ServicesOTravelandTourism

ServicesOnline(cont.)Revenuemodelsofonlinetravelservicesinclude:Directrevenues(commissions)RevenuefromadvertisingConsultancyfeesSubscriptionormembershipfeesRevenue-sharingfeesOthers26TravelandTourism

ServicesOTravelandTourism

ServicesOnline(cont.)Servicesprovided:Traditionalservicesprovidinggeneralinformationreservingandpurchasingtickets,accommodations,andentertainment27TravelandTourism

ServicesOTravelandTourism

ServicesOnline(cont.)Uniqueservicestraveltips(avisaproblem)electronictravelmagazinesfarecomparisonscurrencyconversioncalculatorsworldwidebusinessandplacelocatorsoutletfortravelaccessoriesandbooksexperts’opinionsmajorinternationalandtravelnewsdetaileddrivingmapsanddirectionschatroomsandbulletinboardsfrequent-flierdealsonlinetravelauctions28TravelandTourism

ServicesOTravelandTourism

ServicesOnline(cont.)ImpactofEConthetravelindustry ConsumerswhousedtoorderaccommodationsdirectlyfromahotelarenowusingtheInternettocomparepricesandfrequentlyarebuyingfromanintermediary(H)29TravelandTourism

ServicesOTravelandTourism

ServicesOnline(cont.)CorporatetravelToreducecorporatetravelcosts,companiescanmakearrangementsthatenableemployeestoplanandbooktheirowntripsUsingonlineoptimizationtoolsprovidedbytravelcompaniesTravelauthorizationsoftwarechecksavailabilityoffundsandcompliancewithcorporateguidelines30TravelandTourism

ServicesOEmploymentPlacementand

theJobMarketTheInternetoffersarichenvironmentforjobseekersandforcompaniessearchingforhard-to-findemployeesWhousestheInternetjobmarket?JobseekersEmployersseekingemployeesJobagenciesGovernmentagenciesandinstitutions104人力銀行31EmploymentPlacementand

theRealEstateOnlinePotentialhomebuyerscan:viewmanypropertiesonline,atanytimeandfromanywhere,savingtimeforthebuyerandthebrokersortandorganizepropertiesaccordingtospecificcriteriaandpreviewtheexteriorandinteriordesignoftheproperties,shorteningthesearchprocess32RealEstateOnlinePotentialhoInsuranceOnlineStandardinsurancepoliciesareavailableonlineatasubstantialdiscount:AutoHomeLifeHealthThird-partyaggregatorsofferfreecomparisonsofavailablepolicies33InsuranceOnlineStandardinsurOnlineStockTrading34OnlineStockTrading34BankingandPersonalFinanceOnlineelectronicbanking(e-banking):VariousbankingactivitiesconductedfromhomeortheroadusinganInternetconnection;alsoknownascyberbanking,virtualbanking,onlinebanking,andhomebanking35BankingandPersonalFinanceOBankingandPersonalFinanceOnline(cont.)HomebankingcapabilitiesViewcurrentaccountbalancesandhistoryatanytimeObtainchargeandcreditcardstatementsPaybillsDownloadaccounttransactionsTransfermoneybetweenaccountsBalanceaccountsSende-mailtothebankExpandthemeaningof“banker’shours”HandlefinanceswhentravelingUseadditionalservices36BankingandPersonalFinanceOBankingandPersonalFinanceOnline(cont.)VirtualbanksHavenophysicallocation,butonlyconductonlinetransactionsNetBank()FirstInternetBank()Makesurethatthebankislegitimatebeforesendingmoneytoavirtualbank37BankingandPersonalFinanceOOn-DemandDeliveryServicesandE-GrocersE-grocer:

AgrocerthatwilltakeordersonlineandprovidedeliveriesonadailyorotherregularscheduleorwilldeliveritemswithinaveryshortperiodoftimeOn-demanddeliveryservice:

Expressdeliverymadefairlyquicklyafteranonlineorderisreceived38On-DemandDeliveryServicesanOn-DemandDeliveryServicesandE-Grocers(cont.)E-grocersofferconsumerstheabilitytoorderitemsonlineandhavethemdeliveredtotheirhousesfreeregular“unattended”weeklydeliverybasedonamonthlysubscriptionmodelon-demanddeliveries—asurchargeandadditionaldeliverychargenonperishableitemsshippedviacommoncarrierdry-cleaningpickupanddelivery“don’trunout”automaticreorderingfreshflowerdeliverymovierentalsmealplanningrecipetipsmultimediafeaturesnutritionalinformation39On-DemandDeliveryServicesanOn-DemandDeliveryServicesandE-Grocers(cont.)Whoaree-groceryshoppers?ShoppingavoidersNecessityusersNewtechnologistsTime-starvedconsumers40On-DemandDeliveryServicesanOnlineDeliveryofDigitalProducts,Entertainment,andMediaDigitalproducts:productsthatcanbetransformedtodigitalformatanddeliveredovertheInternet41OnlineDeliveryofDigitalProOnlineDeliveryofDigitalProducts,Entertainment,andMedia(cont.)NapsterConsumers-to-consumers(peer-to-peer)digitaldistributionNapsteronlyshares“l(fā)ibraries”orlistsofsongs,andthenenablesapeer-to-peerfile-sharingenvironmentSuedforcopyrightinfringementin200242OnlineDeliveryofDigitalProOnlineDeliveryofDigitalProducts,Entertainment,andMedia(cont.)FreefilesharingisnolongerallowedNapsterforcedtochargecustomersforuseofitsfile-sharingserviceEnteredintoanagreementwithBertelsmannAG(largeglobalmusiclabelthatparticipatedinthelawsuitagainstNapster)Wentintobankruptcyin2002Roxiopurchacedandreopenedinlate2003as“forfeefile-sharingservice”43OnlineDeliveryofDigitalProOnlinePurchase

DecisionAidsShoppingportals:

Gatewaystostorefrontsandmalls;maybecomprehensiveornicheoriented44OnlinePurchase

DecisionAidsOnlinePurchase

DecisionAids(cont.)shoppingrobots(shoppingagentsorshopbots):

ToolsthatscouttheWebonbehalfofconsumerswhospecifysearchcriteriaZ/computershopper45OnlinePurchase

DecisionAidsOnlinePurchase

DecisionAids(cont.)“Spyservices” servicesthatvisitWebsitesforyou,atyourdirection,andnotifyyouoftheirfindingsWirelessshoppingcomparisonsMAT&TDigitalPocketNet46OnlinePurchase

DecisionAidsOnlinePurchase

DecisionAids(cont.)BusinessratingsitesBConsumerReportsOnline()ForresterResearch()GomezAdvisors()47OnlinePurchase

DecisionAidsOnlinePurchase

DecisionAids(cont.)Trustverificationssites: evaluateandverifythetrustworthinessofvariouse-tailersTrustEVersignBBBonlineWebtrustTrust48OnlinePurchase

DecisionAidsSuccessful

Click-and-MortarStrategiesSpeakwithonevoiceEmpowerthecustomerLeveragethemultichannels49Successful

Click-and-MortarSProblemswithE-TailingandLessonsLearnedReasonsretailersgivefornotgoingonlineinclude:productisnotappropriateforWebsaleslackofsignificantopportunitytooexpensivetechnologynotreadyonlinesalesconflictwithcorebusiness50ProblemswithE-TailingandLeProblemswithE-TailingandLessonsLearned(cont.)FailuresinB2Cdot-comsK—acreativeideaforon-demanddeliveriesofmovierentals—difficultyinhowtoreturnthevideosF—difficultyindeliveringproductsinatimelymannereR—registeringforcoursesetc.onlinewasnotpopularwithconsumers51ProblemswithE-TailingandLeProblemswithE-TailingandLessonsLearned(cont.)G—businessmodelcalledforsellingalargeamountofadimpressions,whichprovedtobeimpossibleP—costofacquiringcustomerswastoocostly52ProblemswithE-TailingandLeProblemswithE-TailingandLessonsLearned(cont.)Lessonslearned:Don’tignoreprofitabilityManagenewriskexposureWatchthecostofbrandingDonotstartwithinsufficientfundsThewebsitemustbeeffectiveKeepitinteresting53ProblemswithE-TailingandLeIssuesinE-TailingDisintermediation:

TheremovaloforganizationsorbusinessprocesslayersresponsibleforcertainintermediarystepsinagivensupplychainReintermediation:

Theprocesswherebyintermediaries(eithernewonesorthosethathadbeendisintermediated)takeonnewintermediaryroles54IssuesinE-TailingDisintermedIssuesinE-Tailing(cont.)Cybermediation(electronicintermediation):

Theuseofsoftware(intelligent)agentstofacilitateintermediationHypermediation:

Extensiveuseofbothhumanandelectronicintermediationtoprovideassistanceinallphasesofane-commerceventure55IssuesinE-Tailing(cont.)CybIssuesinE-Tailing(cont.)Unbundling:oldeconomyprocesseswillbebrokenintospecializedsegmentsthatcanbedeliveredbyspecializedintermediariesChannelconflict:

Situationinwhichanonlinemarketingchannelupsetsthetraditionalchannelsduetorealorperceiveddamagefromcompetition56IssuesinE-Tailing(cont.)UnbIssuesinE-Tailing(cont.)DeterminingtherightpricepricescompetitiveontheInternetpricesshouldbeinlinewiththecorporatepolicyonprofitabilityPersonalizationusecookiefilesandothertechnologiestotrackthespecificbrowsingandbuyingbehaviorofeachconsumermarketingplantailoredtothatconsumer’spattern57IssuesinE-Tailing(cont.)DetManagerialIssuesShouldwegrabafirst-moveradvantageorwaitandlearn?Whatshouldourstrategicpositionbe?Arewefinanciallyviable?Shouldwerecruitoutoftown?58ManagerialIssuesShouldwegraManagerialIssues(cont.)Arethereinternationallegalissuesregardingonlinerecruiting?Dowehaveethicsandprivacyguidelines?Howwillintermediariesactincyberspace?Shouldwesetupalliances?59ManagerialIssues(cont.)AretSummaryThescopeofe-tailingE-tailingbusinessmodelsHowonlinetravel/tourismservicesoperateTheonlinejobmarketanditsbenefitsTheelectronicrealestatemarketOnlinetradingofstocksandbonds60SummaryThescopeofe-tailing6Summary(cont.)CyberbankingandpersonalfinanceOn-demanddeliveryserviceDeliveryofdigitalproductsAidingconsumerpurchasedecisionsCriticalsuccessfactorsDisintermediationandreintermediation61Summary(cont.)Cyberbankingan電子商務(wù)中的零售：產(chǎn)品和服務(wù)RetailinginElectronicCommerce:ProductsandServices2006.0362電子商務(wù)中的零售：產(chǎn)品和服務(wù)RetailinginEle無(wú)店頭銷售網(wǎng)路銷售郵購(gòu)電視購(gòu)物直銷（多層行銷）63無(wú)店頭銷售網(wǎng)路銷售2注意課題後臺(tái)作業(yè)貨物的供應(yīng)訂單倉(cāng)儲(chǔ)物流金流前臺(tái)作業(yè)金流COD:CashonDelivery64注意課題後臺(tái)作業(yè)3InternetMarketingandElectronicRetailing(E-Tailing)Overviewofe-tailingElectronicretailing(e-tailing):

Retailingconductedonline,overtheInternetE-tailers:

ThosewhoconductretailbusinessovertheInternet65InternetMarketingandElectroInternetMarketingand

E-Tailing(cont.)SizeandgrowthoftheB2CmarketnumberofU.S.onlinebuyersfrom53.2%ofallInternetusersin2001to6%by2004(90millionpeoplepurchasingonline)U.S.revenuesfromonlineB2Cbuyingpredictedtogofrom$73billionin2001to$190billionin2004May2002salesof$9.8billioninthefirstquarterof2002(up19.3percentfromthefirstquarterof2001)annual2002salesestimatedtobeover$40billion—1.4%oftotalretailsales,upfrom1.1percentin2001averageonlineshopperspentover$300perquarter66InternetMarketingand

E-Tail全球?qū)掝l用戶數(shù)急速成長(zhǎng)CAGR=63.85%資料來(lái)源：eMarketer，資策會(huì)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(yè)呈現(xiàn)以及網(wǎng)路廣告形式走向多媒體表現(xiàn)方式，同時(shí)亦有助於帶動(dòng)線上影音、線上學(xué)習(xí)等需求67全球?qū)掝l用戶數(shù)急速成長(zhǎng)CAGR=63.85%資料來(lái)源：eMa地區(qū)市場(chǎng)規(guī)模

($USbillions)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(jì)$133.6資料來(lái)源：ForresterResearch，2002年2002年全球B2C電子商務(wù)市場(chǎng)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電子商務(wù)規(guī)模佔(zhàn)全球58.5%，其中美國(guó)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)已具備基本要件，最具發(fā)展電子商務(wù)潛力68地區(qū)市場(chǎng)規(guī)模

($USbillions)北美$78.1亞太書籍名列線上購(gòu)物產(chǎn)品榜首產(chǎn)品品項(xiàng)比率書籍23音樂(lè)產(chǎn)品(CD)15服飾13消費(fèi)性電子產(chǎn)品13旅遊產(chǎn)品11電腦硬體10產(chǎn)品品項(xiàng)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(xiàng)比率化妝品4商務(wù)旅遊產(chǎn)品4運(yùn)動(dòng)用品4珠寶/時(shí)尚產(chǎn)品3股票/金融商品2汽車1其他19線上購(gòu)物產(chǎn)品品項(xiàng)與種類資料來(lái)源：TaylorNelsonSofresInteractive，2002年全球網(wǎng)路消費(fèi)者購(gòu)買頻次較高的產(chǎn)品品項(xiàng)包括書籍、音樂(lè)產(chǎn)品(CD)、服飾、消費(fèi)性電子產(chǎn)品、旅遊產(chǎn)品等69書籍名列線上購(gòu)物產(chǎn)品榜首產(chǎn)品品項(xiàng)比率書籍23音樂(lè)產(chǎn)品(CD)InternetMarketingand

E-Tailing(cont.)WhatsellsbestontheInternet?ComputerhardwareandsoftwareConsumerelectronicsSportinggoodsOfficesuppliesBooksandmusicToysHealthandbeautyEntertainmentApparelCarsServicesOthers70InternetMarketingand

E-Tail旅遊規(guī)模約佔(zhàn)總體三分之ㄧ線上旅遊規(guī)模最大，約佔(zhàn)總合之30%旅遊、汽車、服飾以及花卉的市場(chǎng)規(guī)模成長(zhǎng)幅度最高2002年美國(guó)B2C電子商務(wù)市場(chǎng)產(chǎn)品類別分析資料來(lái)源：S,ForresterResearch,eMarketer，2003年5月單位：十億美元71旅遊規(guī)模約佔(zhàn)總體三分之ㄧ線上旅遊規(guī)模最大，約佔(zhàn)總合之30%2因先後受美伊戰(zhàn)爭(zhēng)以及SARS疫情的影響，2003年上半年線上旅遊營(yíng)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(zhǎng)15.44%B2C電子商務(wù)市場(chǎng)規(guī)模資料來(lái)源：資策會(huì)MIC，2003年6月臺(tái)灣B2C電子商務(wù)規(guī)模突破200億單位：新臺(tái)幣百萬(wàn)元72因先後受美伊戰(zhàn)爭(zhēng)以及SARS疫情的影響，2003年上半年線臺(tái)灣網(wǎng)路零售佔(zhàn)整體零售不及1%單位：新臺(tái)幣十億元資料來(lái)源：經(jīng)濟(jì)部統(tǒng)計(jì)處、資策會(huì)MIC，2003年12月雖然目前線上零售所佔(zhàn)比例仍低，但每年均呈快速成長(zhǎng)之趨勢(shì)相較於美國(guó)線上零售約佔(zhàn)1.5之比例，根據(jù)成長(zhǎng)趨勢(shì)預(yù)測(cè)，我國(guó)線上零售

應(yīng)仍有很大成長(zhǎng)空間網(wǎng)路零售市場(chǎng)規(guī)模73臺(tái)灣網(wǎng)路零售佔(zhàn)整體零售不及1%單位：新臺(tái)幣十億元資料來(lái)源：經(jīng)仍以旅遊票務(wù)3C為三大主要區(qū)隔旅遊產(chǎn)品一支獨(dú)秀，2003年佔(zhàn)總體的41.9%，但所佔(zhàn)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(zhàn)13.8%，

3C商品約佔(zhàn)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(xiàng)目資料來(lái)源：資策會(huì)MIC，2003年12月我國(guó)B2C電子商務(wù)各區(qū)隔所佔(zhàn)比例2002年2003年74仍以旅遊票務(wù)3C為三大主要區(qū)隔旅遊產(chǎn)品一支獨(dú)秀，2003旅遊產(chǎn)品單價(jià)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(jì)算成交筆數(shù)；其它包括食品、雜貨、廚具等，因品項(xiàng)繁多，不予計(jì)算該類平均成交金額及平均成交筆數(shù)註2：回卷家數(shù)215資料來(lái)源：資策會(huì)MIC，2003年12月我國(guó)B2C電子商務(wù)市場(chǎng)產(chǎn)品類別分析75旅遊產(chǎn)品單價(jià)高銷量大旅遊產(chǎn)品平均成交金額及每月成交筆數(shù)俱InternetMarketingand

E-Tailing(cont.)Characteristicsofsuccessfule-tailinghighbrandrecognition(Lands’End)guaranteeprovidedbyhighlyreliableorwell-knownvendors(Dell)digitizedformat(software)relativelyinexpensiveitems(officesupplies)frequentlypurchaseditems(groceries)commoditieswithstandardspecifications(books),physicalinspectionunimportantwell-knownpackageditemsthatcannotbeopenedeveninatraditionalstore(vitamins)76InternetMarketingand

E-Tail重點(diǎn)信任機(jī)制品牌標(biāo)準(zhǔn)推薦經(jīng)驗(yàn)貨品運(yùn)送77重點(diǎn)信任機(jī)制16E-TailingBusinessModelsClassificationbydistributionchannelMail-orderretailersthatgoonlineDirectmarketingfrommanufacturersPure-playe-tailersClick-and-mortarretailersInternet(online)malls78E-TailingBusinessModelsClassE-TailingBusinessModels

(cont.)79E-TailingBusinessModels(conE-TailingBusinessModels

(cont.)Directmarketingbymailordercompanies

directmarketing:

broadly,marketingthattakesplacewithoutintermediariesbetweenmanufacturersandbuyers;inthecontextofthisbook,marketingdoneonlinebetweenanysellerandbuyere.g.東森80E-TailingBusinessModels(conE-TailingBusinessModelsDirectsalesbymanufacturersSellersunderstandtheirmarketsbetterbecauseofthedirectconnectiontoconsumers,andconsumersgaingreaterinformationabouttheproductsthroughdirectconnectiontothemanufacturersExample:DellComputers—build-to-orderapproachofcustomization81E-TailingBusinessModelsDirecE-TailingBusinessModels

(cont.)Pure-playe-tailersVirtual(pure-play)e-tailers:

FirmsthatselldirectlytoconsumersovertheInternetwithoutmaintainingaphysicalsaleschannelExamples:博客來(lái)82E-TailingBusinessModels(conE-TailingBusinessModels

(cont.)Click-and-mortarretailers:

Brick-and-mortarretailerswithatransactionalWebsitefromwhichtoconductbusinessBrick-and-mortarretailers:

Retailerswhodobusinessinthenon-Internet,physicalworldintraditionalbrick-and-mortarstoresMultichannelbusinessmodel:

Describesacompanythatsellsinmultiplemarketingchannelssimultaneously(e.g.,bothphysicalandonlinestores)83E-TailingBusinessModels(conE-TailingBusinessModels

(cont.)RetailinginonlinemallsReferringdirectoriesdirectoryorganizedbyproducttypecataloglistingsorbanneradsatthemallsiteadvertisetheproductsorstoresMallswithsharedservicesconsumercanfindtheproduct,orderandpayforit,andarrangeforshipmenthostingmallprovidestheseservices,buttheyareexecutedbyeachstoreindependently84E-TailingBusinessModels(conE-TailingBusinessModels

(cont.)OtherB2CbusinessmodelsTransactionbrokersInformationportalsCommunityportalsContentcreatorsordisseminatorsViralmarketingMarketmakersBuild-to-orderServiceproviders85E-TailingBusinessModels(conTravelandTourism

ServicesOnlineMajortravel-relatedWebsitesare:86TravelandTourism

ServicesOTravelandTourism

ServicesOnline(cont.)Revenuemodelsofonlinetravelservicesinclude:Directrevenues(commissions)RevenuefromadvertisingConsultancyfeesSubscriptionormembershipfeesRevenue-sharingfeesOthers87TravelandTourism

ServicesOTravelandTourism

ServicesOnline(cont.)Servicesprovided:Traditionalservicesprovidinggeneralinformationreservingandpurchasingtickets,accommodations,andentertainment88TravelandTourism

ServicesOTravelandTourism

ServicesOnline(cont.)Uniqueservicestraveltips(avisaproblem)electronictravelmagazinesfarecomparisonscurrencyconversioncalculatorsworldwidebusinessandplacelocatorsoutletfortravelaccessoriesandbooksexperts’opinionsmajorinternationalandtravelnewsdetaileddrivingmapsanddirectionschatroomsandbulletinboardsfrequent-flierdealsonlinetravelauctions89TravelandTourism

ServicesOTravelandTourism

ServicesOnline(cont.)ImpactofEConthetravelindustry ConsumerswhousedtoorderaccommodationsdirectlyfromahotelarenowusingtheInternettocomparepricesandfrequentlyarebuyingfromanintermediary(H)90TravelandTourism

ServicesOTravelandTourism

ServicesOnline(cont.)CorporatetravelToreducecorporatetravelcosts,companiescanmakearrangementsthatenableemployeestoplanandbooktheirowntripsUsingonlineoptimizationtoolsprovidedbytravelcompaniesTravelauthorizationsoftwarechecksavailabilityoffundsandcompliancewithcorporateguidelines91TravelandTourism

ServicesOEmploymentPlacementand

theJobMarketTheInternetoffersarichenvironmentforjobseekersandforcompaniessearchingforhard-to-findemployeesWhousestheInternetjobmarket?JobseekersEmployersseekingemployeesJobagenciesGovernmentagenciesandinstitutions104人力銀行92EmploymentPlacementand

theRealEstateOnlinePotentialhomebuyerscan:viewmanypropertiesonline,atanytimeandfromanywhere,savingtimeforthebuyerandthebrokersortandorganizepropertiesaccordingtospecificcriteriaandpreviewtheexteriorandinteriordesignoftheproperties,shorteningthesearchprocess93RealEstateOnlinePotentialhoInsuranceOnlineStandardinsurancepoliciesareavailableonlineatasubstantialdiscount:AutoHomeLifeHealthThird-partyaggregatorsofferfreecomparisonsofavailablepolicies94InsuranceOnlineStandardinsurOnlineStockTrading95OnlineStockTrading34BankingandPersonalFinanceOnlineelectronicbanking(e-banking):VariousbankingactivitiesconductedfromhomeortheroadusinganInternetconnection;alsoknownascyberbanking,virtualbanking,onlinebanking,andhomebanking96BankingandPersonalFinanceOBankingandPersonalFinanceOnline(cont.)HomebankingcapabilitiesViewcurrentaccountbalancesandhistoryatanytimeObtainchargeandcreditcardstatementsPaybillsDownloadaccounttransactionsTransfermoneybetweenaccountsBalanceaccountsSende-mailtothebankExpandthemeaningof“banker’shours”HandlefinanceswhentravelingUseadditionalservices97BankingandPersonalFinanceOBankingandPersonalFinanceOnline(cont.)VirtualbanksHavenophysicallocation,butonlyconductonlinetransactionsNetBank()FirstInternetBank()Makesurethatthebankislegitimatebeforesendingmoneytoavirtualbank98BankingandPersonalFinanceOOn-DemandDeliveryServicesandE-GrocersE-grocer:

AgrocerthatwilltakeordersonlineandprovidedeliveriesonadailyorotherregularscheduleorwilldeliveritemswithinaveryshortperiodoftimeOn-demanddeliveryservice:

Expressdeliverymadefairlyquicklyafteranonlineorderisreceived99On-DemandDeliveryServicesanOn-DemandDeliveryServicesandE-Grocers(cont.)E-grocersofferconsumerstheabilitytoorderitemsonlineandhavethemdeliveredtotheirhousesfreeregular“unattended”weeklydeliverybasedonamonthlysubscriptionmodelon-demanddeliveries—asurchargeandadditionaldeliverychargenonperishableitemsshippedviacommoncarrierdry-cleaningpickupanddelivery“don’trunout”automaticreorderingfreshflowerdeliverymovierentalsmealplanningrecipetipsmultimediafeaturesnutritionalinformation100On-DemandDeliveryServicesanOn-DemandDeliveryServicesandE-Grocers(cont.)Whoaree-groceryshoppers?ShoppingavoidersNecessityusersNewtechnologistsTime-starvedconsumers101On-DemandDeliveryServicesanOnlineDeliveryofDigitalProducts,Entertainment,andMediaDigitalproduct