某咨詢戰(zhàn)略工具ecommerce

bcE-CommerceKnowledgeSharingAugust1999,BainBeijingOffice1e-commerceInternetDevelopmentE-CommerceIntroductionBusinessImpactImpedimentsforE-CommerceBaineConsultingExperienceAgenda2e-commerceYearstoReach50MillionUsers: Radio = 38 TV = 13 Cable = 10 WWW = 5UseradoptionoftheWorldWideWebhasdramaticallyoutpaced

thegrowthofothercommunicationsmedia,settingthestagefor

revolutionarychanges.U.S.InternetAdoption3e-commerceYearstoReach50MillionUsers: Radio = 38 TV = 13 Cable = 10 WWW = 5UseradoptionoftheWorldWideWebhasdramaticallyoutpaced

thegrowthofothercommunicationsmedia,settingthestagefor

revolutionarychanges.U.S.InternetAdoption4e-commerceInternetUserGrowth

*Restofworldincludesallnon-U.S.countriesin1996-97and1999-2003Source:ComputerIndustryAlmanac;InternetIndustryAlmanac;BainanalysisOn-lineusageisskyrocketing,withfuturegrowthbeingfueledbyglobalpenetration.PRELIMINARY

U.S.

Europe78M179M163M148M135M103M55M35MCAGR(1996-1998)(1999E-2003E)CAGR57%27%50%15%

Asia

RestofWorld*WorldwideU.S.5e-commerceInternetPenetrationSource:Jupiter’s1998OnlineShoppingReport,Simba’sElectronicMarketplace2002,Forrester’s1998TelecomStrategiesInternetpenetrationinbothconsumerandbusinessmarketsissignificant.CAGR(1997-2002E)1%4%13%44%PRELIMINARYOnlineas%ofComputerHouseholds:52%77%Shoppingas%ofOnlineHouseholds:17%59%>1,000employees100-1,000employees<100employeesPercentofU.S.Business(1998)ConsumerBusiness6e-commerceInternetDevelopmentE-CommerceIntroductionBusinessImpactImpedimentsforE-CommerceBaineConsultingExperienceAgenda7e-commerceIndustryValueChainBusinessparticipationoccursinfivedistinct

marketsegments.UserAccessInternetInfrastructure`IntermediariesApplicationsEnablersAccessdevicesInternetserviceprovidersNetworkaccessequipmentTechnologyandsoftwareenablersServiceenablers,e.g.:professionalservicesdatamanagementaffiliateprogramsSupportenablers,e.g.:paymentsystems/transactionclearingdistributionwebservicesPortalsWebagents(e.g.,BOT)CommerceserviceprovidersVirtualtradingcommunitiesContentCommerceCommunicationCommunityHardware/transmissionequipmentBackbonetransport8e-commerceIndustryValueChainBusinessparticipationoccursinfivedistinct

marketsegments.UserAccessInternetInfrastructure`IntermediariesApplicationsEnablersAccessdevicesInternetserviceprovidersNetworkaccessequipmentTechnologyandsoftwareenablersServiceenablers,e.g.:professionalservicesdatamanagementaffiliateprogramsSupportenablers,e.g.:paymentsystems/transactionclearingdistributionwebservicesPortalsWebagentsCommerceserviceprovidersVirtualtradingcommunitiesContentCommerceCommunicationCommunityHardware/transmissionequipmentBackbonetransportNortelNetworksDell3ComAmericanonlineCompanyexamplesNortelNetworksLucentCiscoCompanyexamplesMicrosoftIBMOracleYahooAmericanonlineAmazonDell9e-commerceIndustryValueChainInternetInfrastructureUserAccess`IntermediariesApplicationsEnablersContentCommerceCommunicationCommunityThisisE-Commerce!!!10e-commerceE-CommerceGrowthBySegment

(UnitedStates)Source:IDC;Jupiter;Forrester;AnalystReports;Bainanalysis;eMarketerPRELIMINARYHowever,thevastmajorityofgrowthwillbedriven

byapplications.11e-commerceSegmentComparisonInternettrafficdrivestheperceptionthatE-Commerceisaconsumerphenomenon,butthelargerrevenueopportunitieslieinbusinesstobusinesscommerce.PercentofTotalPercentofTotalCAGR(1998-03E)97.7%49.6%InternetTrafficE-CommerceRevenue12e-commerceWebBusinessModelsTradingBuyingSellingUsingtheNewMediumCreatingtheNewMediumContextConnectionContentCommunityCommerceWebbusinessmodelscanbesortedaccordingtothebenefittheyaredeliveringtheuser.UserBenefit:Currentrevenuesources:ConnectiontotheInternetFindingwhatyouwantonthewebUserfeesPhonecompanykickbacksHostingchargesAdvertisingHostingListrentalCo-marketingCurrentMajorPlayers:AOLUUNet@Work@HomeAOLYahooNetscapeExciteInforma-tion,entertain-ment,etc.InteractionwithotherssharingsameinterestEasieraccesstothingspeoplewanttobuyAccesstobuyersandeasiersellingrelationsMarketplacetobuyandsellwithothervisitorsAdvertisingUserfeesAdvertisingSalesBuyingadvantageCommis-sionsAOLOneSourceCNNBBCAOLYahooChemdexVerticalNetACiscoDellSchwabTravelcityGETPNPeBayAPhoneMarketF13e-commerceInternetDevelopmentE-CommerceIntroductionBusinessImpactImpedimentsforE-CommerceBaineConsultingExperienceAgenda14e-commerceTheInternetisamajordiscontinuitythatwillredefinethestrategiclandscapeineveryindustry.Productcustomization/qualityGeographicproximityMechanicalinnovationTransportationinfrastructureScaleeconomiesMassmarketingUbiquitousreachtoallstakeholdersDramaticallylowercostinteractionsComplete,symmetric,“free”informationWellordered,multi-tiereddistributionEfficient,optimizedphysicaltouchrelationshipsTrulyuniqueuserexperiencedeepercustomerrelationshipsbroaderreachCompleterestructuringofindustrysupplychainsLowercostandenhancedproductivityCraftBasedEconomyIndustrialRevolutionMassProductionInternet/InformationRevolutionS

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InternetImpact

InternetRevolution15e-commerceInternetImpact

ImpactOverviewTheseresultindramaticchangesacrosscompanyrelationshipswithcustomers,suppliers,employeesandotherstakeholders.CustomerRelationshipManagementSupply

ChainIntegrationInternalBusinessManagement16e-commerceImpactOverview

CustomerRelationshipManagementEvolutionDescription:Example:Multi-tiereddistributionmodelMassmarketingLimitedinventoryFewvalue-addedservicesTraditionalModelProducer“Bricksandmortar”bookstoreDistributorRetailerConsumerE-CommerceModelStreamlineddistributionmodelTargetedmarketingScaleinventoryandselectionRobustrangeofvalue-addedservicesAProducerProducerProducerCommunityRetailerValue-AddedServicesConsumerE-Tailer17e-commerceCustomerRelationshipManagementEvolution

(BenefitsofE-CommerceModel)AisacompellingexampleofanE-Commercecustomerrelationshipmodel.Efficientpurchaseprocessquicklog-insearchbytitle,subject,authorreadreviews,recommendationsone-clickorderingreceivebooksbymailSuperiorselectionandavailabilityAdjacentproductofferingse.g.,music,video,othersValue-addedservicesreviewsproactive,tailoredrecommendationsBenefitstoCustomersBenefitstoFirmSubstantiallylowercostsinfrastructureinventorypersonnelDeepcustomerrelationshipone-to-onemarketingpotentialforhigherloyaltypurchasesacrossotherproductlinesmorefrequentpurchasesBroadercustomerbasegeographicreachexpandedpoolofprofitablecustomers18e-commerceSource:FortuneMagazine;BainEstimates;JupiterCommunications1998RevenuegrowthofnewentrantslikeAmazonisfueledbyofferinggreaterselectionandasuperiorshoppingexperience.ProductSelectionImpactOverview

RevenueEnhancementCustomerInteractionCostSearchProcess:InformationdesklinesImmediateBookssortedbysectionBookssortedbytitle,subject,author,keyword,proactivesuggestionScanningQuerying19e-commerceImp三act三Ov三erv三iew三Co三st三Red三uct三ion*Ass三ume三s1三5%三inv三ent三ory三ca三rry三ing三co三sts**三Ass三ume三sf三ull三yl三oad三ed三emp三loy三ee三cos三to三f$三30KSou三rce三:O三neS三our三ce,三Bu三sin三ess三We三ek,三Hu三mme三rW三inb三lad三,O三nes三our三ceOnl三ine三re三tai三ler三sh三ave三a三sub三sta三nti三al三cos三ta三dva三nta三ge三ove三rt三rad三iti三ona三lr三eta三ile三rs.7.8三%Est三ima三ted三Sa三vin三gs:Low三er三inf三ras三tru三ctu三re三cos三ts(Ren三tal三Ex三pen三se/三Sal三es)Per三cen三tag三eo三fR三eve三nue5.4三%*Betterinventorymanagement(DaysInventory)Day三sI三nve三nto三ry20e-c三omm三erc三eImp三act三Ov三erv三iew三Su三ppl三yC三hai三nI三nte三gra三tio三nE三vol三uti三onDes三cri三pti三on:Mul三tip三le三buy三er-三sel三ler三in三ter三fac三es三in三bid三din三gp三roc三essInd三ivi三dua三lc三omp三any三sc三ale三in三bu三yin三g/s三ell三ingCat三alo三g-b三ase三ds三ele三cti三on三and三pu三rch三asi三ngout三dat三ed三inv三ent三ory三li三sti三ngsman三ual三pr三oce三ssTra三dit三ion三al三Mod三elExa三mpl三es:Tra三dit三ion三al三ind三ust三ria三lm三ode三lSupplierSupplierSupplierBuyerBuyerBuyerSinglebiddinginterfaceScalebenefitssharedacrossparticipantsVirtualmarketplaceconnectingsuppliersandcustomersUp-to-dateonlineinventorylistingsOnlineorder-takingprocessTPN(GE)ChemdexE-CommerceModelSupplierSupplierSupplierBuyerBuyerBuyerVirtualCommunity/IndustryConsortium21e-c三omm三erc三eImp三act三Ov三erv三iew三Su三ppl三yC三hai三nI三nte三gra三tio三nE三vol三uti三on三(Ch三emd三ex三Exa三mpl三e)Che三mde三xi三sa三po三wer三ful三ex三amp三le三of三an三E-三Com三mer三ce三cus三tom三er三rel三ati三ons三hip三mo三del三.Low三er三cos三tsmar三ket三inglev三era三ge三mar三ket三ing三th三rou三gh三Che三mde三xp三res三enc三edis三tri三but三ioncat三alo三gsove三ral三lc三ost三re三duc三ed三by三15%三of三re三ven三ueInc三rea三sed三sa三lesdec三rea三se三buy三er三tra三nsa三cti三on三cos三ts三wil三li三ncr三eas三ed三ema三ndBen三efi三ts三to三Sup三pli三ersBen三efi三ts三to三Cus三tom三ersInc三rea三sed三co三nve三nie三nce三du三et三oo三nli三ne三pro三duc三ti三nve三nto三rymor三ea三ccu三rat三e(三upd三ate三dd三ail三y)con三sol三ida三ted三(1三30三sup三pli三ers三pa三rti三cip三ati三ng)spa三ce-三sav三ing三(f三ree三su三ps三hel三fs三pac三ei三nc三ust三ome三rs’三of三fic三es)com三pre三hen三siv三e(三fiv三et三ime三sm三ore三pr三odu三cts三th三an三big三ges三tp三ape三rc三ata三log三)Low三er三cos三tsmor三ee三ffi三cie三nt三ord三eri三ng/三pur三cha三sin三gp三roc三esstra三nsa三cti三on三cos三tr三edu三ced三fr三om三$10三0t三o$三10三or三$2022e-c三omm三erc三eImp三act三Ov三erv三iew三Su三ppl三yC三hai三nI三nte三gra三tio三nE三vol三uti三on三(Co三mpa三ny三Ext三ran三ets三)Des三cri三pti三on:Mul三ti-三tie三red三di三str三ibu三tio三nm三ode三lMul三tip三le三pur三cha三se三ord三er三tri三gge三rsBlo三ck三ord三eri三ng三(ma三nua三l)Lim三ite三dd三ata三sh三ari三ngTra三dit三ion三al三Mod三elSupplierSupplierSupplierProducerExa三mpl三e:Tra三dit三ion三al三Foo三dM三anu三fac三tur三erDistributor/WholesalerRetailerConsumerPur三cha三seP.O三.P.O三.P.O三.P.O三.P.O三.E-CommerceModelIntegratedpurchasing/ProductionModelSinglepurchaseordertriggerAutomaticjust-in-timeorderingDetailedDataSharingSupplierSupplierSupplierDreyer’sGrandIceCreamProducerRetailerConsumer23e-c三omm三erc三eImp三act三Ov三erv三iew三In三ter三nal三Bu三sin三ess三Ma三nag三eme三nt三Evo三lut三ionDes三cri三pti三on:Hie三rar三chi三cal三,f三unc三tio三nal三ly-三ori三ent三ed三com三mun三ica三tio三nbar三rie三rs三to三sha三rin三gi三nfo三rma三tio三nc三ros三s-f三unc三tio三nal三lyslo三wt三os三har三ei三nfo三rma三tio三nv三ert三ica三llyMul三tip三le三sys三tem三st三hro三ugh三out三or三gan三iza三tio三nred三und三antinc三omp三ati三bleLin三ear三cr三oss三-fu三nct三ion三al三wor三kp三roc三ess三esser三ial三ly三pro三ces三sedmul三tip三le三han三dof三fsite三rat三iveTra三dit三ion三al三Mod三elE-CommerceModelFully-networked,flatinformationexchangeFullycompatibleinformationsystemsUniversalaccesstoinformationCollaborativeworkenvironment24e-c三omm三erc三eInt三ern三et三Dev三elo三pme三ntE-C三omm三erc三eI三ntr三odu三cti三onBus三ine三ss三Imp三actImp三edi三men三ts三for三E-三Com三mer三ceBai三ne三Con三sul三tin三gE三xpe三rie三nceAge三nda25e-c三omm三erc三eStr三ate三gicOpe三rat三ion三alOrg三ani三zat三ion三alThe三re三are三a三num三ber三of三po三ten三tia三li三mpe三dim三ent三st三os三ucc三ess三ful三ly三imp三lem三ent三ing三an三In三ter三net三st三rat三egy三th三at三nee三dt三ob三ea三ggr三ess三ive三ly三man三age三d.Key三Su三cce三ss三Fac三tor三s

I三mpe三dim三ent三sIntegrationofphysicalandelectronicbusinessprocessesIntegrationoflegacysystemswithnewonlinesystemsAccesstoandmanagementofrequiredtechnologyConsistentoperationalexcellenceRightorganizationalstructuretooptimizebusinessinphysicalandelectronicworldintegratedorganizationmayslowE-CommercedevelopmentseparateE-CommerceorganizationmaynotleveragecoreassetseffectivelyTraditionalbusinessmodelmetricsmaybeinadequate/inappropriateBuildingcapabilitytodevelopandretainrequiredE-CommerceskillsChannelconflictBrandmanagementinmultiplemediumsabilitytodeliverconsistentvaluepropositionProductpricingstrategycustomizationoptionsbundlingAbilitytocreate/sustaindifferentiationonlineAbilitytodeveloprequiredstrategicrelationshipsWinningagainstnewbreedcompetitors26e-c三omm三erc三eKey三Su三cce三ss三Fac三tor三s

I三mpe三rat三ive三sOur三ex三per三ien三ce三hig三hli三ght三st三he三fol三low三ing三ch三ara三cte三ris三tic三s三of三win三nin三gc三omp三ani三es:Tak三ea三cti三on三ear三lyset三di三rec三tio三nlau三nch三ex三per三ime三ntsEst三abl三ish三fr三ame三wor三kw三ith三in三whi三ch三dec三isi三ons三ca三nb三et三ake三nOrg三ani三ze三for三su三cce三ssrec三rui三tt三ale三ntsec三ure三fu三ndi三ngFor三mp三art三ner三shi三pscri三tic三all三ya三sse三ss三cap三abi三lit三yg三aps27e-c三omm三erc三eInt三ern三et三Dev三elo三pme三ntE-C三omm三erc三eI三ntr三odu三cti三onBus三ine三ss三Imp三actImp三edi三men三ts三for三E-三Com三mer三ceBai三ne三Con三sul三tin三gE三xpe三rie三nceAge三nda28e-c三omm三