Chương 2 - Bán lẻ trong Thương mại điện tử

Dự báo thị trường điện tử B2C (tiếp) y Mục công nhận thương hiệu cao y Hàng hóa có thể được chuyển thành hàng hóa số hóa như sách, âm nhạc, và video Tìm y với an ninh đảm bảo được đưa ra bởi cao các nhà cung cấp đáng tin cậy hoặc được biết đến
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Chương 2 - Bán lẻ trong Thương mại điện tử Chapter 2 Retailing in Electronic Commerce 1 © Prentice Hall, 2000 Learning Objectives „ Define the factors that determine the business models of electronic marketing „ Identify the critical success factors of direct marketing „ Design the desirable relationship in a direct marketing setting „ Analyze the critical success factors of electronic intermediaries „ Identify the typical products that sold well in the electronic market 2 © Prentice Hall, 2000 Learning Objectives (cont.) „ Observe the reactive strategy of traditional department stores „ Discuss whether electronic commerce should always target global markets „ Describe the consumer’s shopping procedures on the Internet „ Discuss the types of aiding-comparison- shopping devices „ Describe the impact of EC on disintermediation and re-intermediation in retailing 3 © Prentice Hall, 2000 Overview of Electronic Marketing Structure „ Consumer-oriented Electronic Marketing (B2C) ƒ Mostly online; on the Internet ƒ Growing offline too, mainly by using smart cards, although it is still experimental „ Business-oriented Electronic Marketing (B2B) ƒ Needs more precise record keeping, trackability, accountability, and formal contracts, usually with high volume of transactions and large amount payments 4 © Prentice Hall, 2000 Advantages of Electronic Marketing „ Customers can order from cyberstores 24 hours a day, 7 days a week from any place in the world Direct marketing ƒ Customization ƒ Online customer service ƒ Electronic shopping malls: ƒ ‚ Intermediaries (e.g. Internet Mall) ‚ Stores (e.g. Amazon, J.C.Penney Online) ƒ Electronic intermediaries ƒ Global marketing 5 © Prentice Hall, 2000 Forecast of the B2C Electronic Markets Forecasting Institutions 1997 2000 IDC 1,000 117,000 VSAComm 48 3,500 VeriFone 350 65,000 Actif Media 436 46,000 Killen & Assoc. 775,000 Yankee 850 144,000 Jupiter 45 580 E-land 450 10,000 EU 228,000 USA 200 EITO 363 200,000 AEA/AU 200 45,000 Hambrecht & Quest 1,170 23,200 Forrester 518 6,579 [Source: OECD, 1997] Initial Forecast of B2C Electronic Market Size 6 © Prentice Hall, 2000 Forecast of the B2C Electronic Markets (cont.) „ Kinds of items sold (Unit: Millions of U.S. Dollars) Items 1997 2000 Apparel 46 322 Gifts/flowers 45 658 Books 16 Not available Food/drink 39 336 Clothing 89 322 Entertainment 85 1,250 Subscription services 120 966 Pornography 52 Not available Music 9 186 Online games 127 1,013 Consumer finance 68 Not available Consumer insurance 30 1,110 [Source: OECD, Sept. 1997] Initial Forecast of B2C Electronic Market Segments 7 © Prentice Hall, 2000 Forecast of the B2C Electronic Markets (cont.) „ What sells on the Internet? ƒ Items with high brand recognition ƒ Goods that can be transformed to digitized goods like books, music, and video ƒ Items with security guarantee given by highly reliable or known vendors ƒ Relatively cheap items ƒ Repetitively purchased items such as groceries ƒ Commodities with standard specification ƒ Items whose operating procedures can be more effectively demonstrated by a video ƒ Packaged items which are well known to customers and which cannot be opened even when customers physically visit the store 8 © Prentice Hall, 2000 Business Models of Electronic Marketing Direct Marketing Manufacturers Electronic Mall Vs. Vs. Indirect Marketing Manufacturers Electronic Store Active Strategic Posture Sales Vs. Vs. ...