電子商務(wù)案例（自制）

CASESTUDYLiHaiyunWenRenyiZhaoYuZhuangWei12/17/20221培訓(xùn)專用CASE1（Spain）vs（USA）12/17/20222培訓(xùn)專用12/17/20223培訓(xùn)專用PropagandizeFocusThe1stinSpain,eveninContinentalEurope.EmphasizethecompetitiveadvantageofInternet-basedsupermarkettotraditionalsupermarket.Enjoyable:InSpain,leisurehasadifferentmeaningandshoppingisaninnatepartoftheSpanishwayoflife.ConvenienceFull-time Low-costisakeyfactor?

12/17/20224培訓(xùn)專用利用規(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12/17/20225培訓(xùn)專用向價值鏈全過程要效益12/17/20226培訓(xùn)專用建立自己的特色12/17/20227培訓(xùn)專用安全12/17/20228培訓(xùn)專用協(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%）。12/17/20229培訓(xùn)專用OriginalGoals

Torespondtotheneedfordifferentiatedserviceandhighqualityinteractionwithcustomers.Tomeetcustomer’sdesireforshoppingthroughanInternet-basedsupermarket.Tobecomethemarketleaderintheonlinedistributionchannel.Toacquirerelevantknow-howfortheonlineretailingandthusprepareAlcampofortheemerginginformationsociety.12/17/202210培訓(xùn)專用CurrentStatusThe1stinSpain,eveninContinentalEurope.Oct.19970.01%oftotalturnover4,900mpesetas（profitin1996）490kpesetasprofit（virtualsupermarket）Cost100mfordevelopingthenewsystemOperationandmaintenancefee12/17/202211培訓(xùn)專用CompetitivesAnalysisCOMPETINGSELLERSSUPPLIERSOFKEYINPUTSSUBSTITUTESBUYERSPOTENTIALNEWENTRANTSWinbuyersBargainingpowerandleverageAbilitytoexercisebargainingpowerandleverageThreatofentryofnewrivals12/17/202212培訓(xùn)專用KeyFocusSegmentation,Differentiationstrategy,customer’sloyaltyimprovement,insight.BasedonE-commerce,developSCM,SynergyStrategy.DeeplyinvolvedintotheE-CommerceBusinessandestablisheffectivedistributionsystem.12/17/202213培訓(xùn)專用SegmentationOn-lineSupermarketCustomers:SuburbfamiliesMotherstakingcareoflittlebabyTechnicalfocusfamiliesWhattheyfocusPriceConvenienceDiversification12/17/202214培訓(xùn)專用Customer’sLoyaltyCriticalSuccessFactorforOn-lineSupermarketIknowitandtrustitCRMSalesMarketingCallCenterService,etc.Insight12/17/202215培訓(xùn)專用DevelopSCM,SynergyStrategySCMLogistic;Inventory;Purchase;DistributionProfits:Alcampo:1.9%Prvca:4%

ReduceprofittosustainAlcampo’sdiscountwayoflife?Howto?Low-CostLeadshipStrategyBasedontheE-Commerce,establishSCM,Synergy12/17/202216培訓(xùn)專用Long-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(wù)三方面齊頭并進。12/17/202217培訓(xùn)專用12/17/202218培訓(xùn)專用PeapodInc.OnlinegrocerycompanyinU.S.12/17/202219培訓(xùn)專用CorporationDevelopment12/17/202220培訓(xùn)專用Revenuesgrowth&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?12/17/202221培訓(xùn)專用BusinesspatternofPeapodCustomerssendthepurchasingorderthroughinternetPeapodservers&systemsFulfillmentcenterclosettothespecifieddeliveryaddressFleetofdeliveryvansPartnerofretailer12/17/202222培訓(xùn)專用ITSystemClientlayerResideonthecustomer’scomputer;createtheuser’sinterfacebyfollowinginstructionsfromtheapplicationserver;runtheapplicationandreturninputtoPeapodserverApplicationserversProprietarytargetingengineBusinesssupportsystemFulfillmentmanagementapplicationAccountingsystemsDatabaseMaintainandmanagethedataassociatedwiththePeapodapplication.12/17/202223培訓(xùn)專用WhathasPeapoddonesofarforitsbusiness?Peapod’sdiscussionandinformationforums(submitrecipesandwinthecoupons,“AmericanHeartAssociation”.etc)SellingtheITsystemandKnow-howtoitsselectretailers.(ColeMyer)DiversificationStrategy.FTD-brandedFlowershop,premiumwinesandgreetingcardsandotherretailrelationships.Interactivemarketingservices.

Fromlate1995,builtrelationswithseveralconsumergoodsandservicecompanies.Providesavarietyofbundledinteractivemarketingproductsandservices.BannerAdvertising\EnhancedContentAdvertising\ElectronicCoupons\StimulusresponseTesting12/17/202224培訓(xùn)專用StillincurredthelossandWhy?12/17/202225培訓(xùn)專用SuggestionsFocusoncertainserviceareaReducethenumberofemployeesMergewithlocalretailersordeliverycompanies,takeadvantageoftheirservicenetworks.12/17/202226培訓(xùn)專用Peapod–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、營銷方面經(jīng)驗，這些經(jīng)驗也不是電子商務(wù)可簡單拷貝的。12/17/202227培訓(xùn)專用電子商務(wù)發(fā)展前景看好美國零