電子商務(wù)案例

CASESTUDYLiHaiyunWenRenyiZhaoYuZhuangWei5/10/20251CASE1（Spain）vs（USA）5/10/202525/10/20253PropagandizeFocusThe1stinSpain,eveninContinentalEurope.EmphasizethecompetitiveadvantageofInternet-basedsupermarkettotraditionalsupermarket.Enjoyable:InSpain,leisurehasadifferentmeaningandshoppingisaninnatepartoftheSpanishwayoflife.ConvenienceFull-time Low-costisakeyfactor?

5/10/20254利用規(guī)模效益降低成本提高利潤(rùn)盡快解決技術(shù)問(wèn)題，將業(yè)務(wù)拓展到全國(guó)，從而降低單位成本。在更大范圍內(nèi)追求購(gòu)買效益通過(guò)資源共享減少重復(fù)配置所造成的浪費(fèi)5/10/20255向價(jià)值鏈全過(guò)程要效益電子商務(wù)概念的引入將對(duì)Alcampo公司價(jià)值鏈的各環(huán)節(jié)產(chǎn)生重大影響。除銷售外，Alcampo公司應(yīng)同樣重視電子商務(wù)在其他環(huán)節(jié)可能產(chǎn)生的效益。采購(gòu)尋價(jià)存貨管理

5/10/20256建立自己的特色以特色求生存、求發(fā)展。由于網(wǎng)絡(luò)所擁有的“鏈接”優(yōu)勢(shì)，可將Alcampo公司的其它業(yè)務(wù)進(jìn)行整合。

將“旅游”作為其網(wǎng)上超市的特色5/10/20257安全網(wǎng)上交易的安全性是消費(fèi)者最大的心理顧慮，要將消費(fèi)者從傳統(tǒng)連鎖業(yè)中爭(zhēng)取過(guò)來(lái)，這是Alcampo公司必須解決的重要問(wèn)題應(yīng)重點(diǎn)從“財(cái)”、“物”兩方面做好安全工作

確保消費(fèi)者信用卡帳戶的安全要建立時(shí)時(shí)查詢系統(tǒng)，讓消費(fèi)者了解自己所購(gòu)物品的狀態(tài)，何時(shí)貨可送達(dá)。5/10/20258協(xié)助社會(huì)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(wàn)，其中對(duì)互聯(lián)網(wǎng)有所接觸的為134萬(wàn)人（4％），使用者約92萬(wàn)人（2.7%）。5/10/20259OriginalGoals

Torespondtotheneedfordifferentiatedserviceandhighqualityinteractionwithcustomers.Tomeetcustomer’sdesireforshoppingthroughanInternet-basedsupermarket.Tobecomethemarketleaderintheonlinedistributionchannel.Toacquirerelevantknow-howfortheonlineretailingandthusprepareAlcampofortheemerginginformationsociety.5/10/202510CurrentStatusThe1stinSpain,eveninContinentalEurope.Oct.19970.01%oftotalturnover4,900mpesetas（profitin1996）490kpesetasprofit（virtualsupermarket）Cost100mfordevelopingthenewsystemOperationandmaintenancefee5/10/202511CompetitivesAnalysisCOMPETINGSELLERSSUPPLIERSOFKEYINPUTSSUBSTITUTESBUYERSPOTENTIALNEWENTRANTSWinbuyersBargainingpowerandleverageAbilitytoexercisebargainingpowerandleverageThreatofentryofnewrivals5/10/202512KeyFocusSegmentation,Differentiationstrategy,customer’sloyaltyimprovement,insight.BasedonE-commerce,developSCM,SynergyStrategy.DeeplyinvolvedintotheE-CommerceBusinessandestablisheffectivedistributionsystem.5/10/202513SegmentationOn-lineSupermarketCustomers:SuburbfamiliesMotherstakingcareoflittlebabyTechnicalfocusfamiliesWhattheyfocusPriceConvenienceDiversification5/10/202514Customer’sLoyaltyCriticalSuccessFactorforOn-lineSupermarketIknowitandtrustitCRMSalesMarketingCallCenterService,etc.Insight5/10/202515DevelopSCM,SynergyStrategySCMLogistic;Inventory;Purchase;DistributionProfits:Alcampo:1.9%Prvca:4%

ReduceprofittosustainAlcampo’sdiscountwayoflife?Howto?Low-CostLeadshipStrategyBasedontheE-Commerce,establishSCM,Synergy5/10/202516Long-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(yíng)、物流配送、電子商務(wù)三方面齊頭并進(jìn)。5/10/2025175/10/202518PeapodInc.OnlinegrocerycompanyinU.S.5/10/202519CorporationDevelopment5/10/202520Revenuesgrowth&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?5/10/202521BusinesspatternofPeapodCustomerssendthepurchasingorderthroughinternetPeapodservers&systemsFulfillmentcenterclosettothespecifieddeliveryaddressFleetofdeliveryvansPartnerofretailer5/10/202522ITSystemClientlayerResideonthecustomer’scomputer;createtheuser’sinterfacebyfollowinginstructionsfromtheapplicationserver;runtheapplicationandreturninputtoPeapodserverApplicationserversProprietarytargetingengineBusinesssupportsystemFulfillmentmanagementapplicationAccountingsystemsDatabaseMaintainandmanagethedataassociatedwiththePeapodapplication.5/10/202523WhathasPeapoddonesofarforitsbusiness?Peapod’sdiscussionandinformationforums(submitrecipesandwinthecoupons,“AmericanHeartAssociation”.etc)SellingtheITsystemandKnow-howtoitsselectretailers.(ColeMyer)DiversificationStrategy.FTD-brandedFlowershop,premiumwinesandgreetingcardsandotherretailrelationships.Interactivemarketingservices.

Fromlate1995,builtrelationswithseveralconsumergoodsandservicecompanies.Providesavarietyofbundledinteractivemarketingproductsandservices.BannerAdvertising\EnhancedContentAdvertising\ElectronicCoupons\StimulusresponseTesting5/10/202524StillincurredthelossandWhy?網(wǎng)絡(luò)公司是命里注定的燒錢(qián)公司基本網(wǎng)絡(luò)的架構(gòu)就如同基礎(chǔ)設(shè)施的建設(shè)；系統(tǒng)維護(hù)、更新和維持正常運(yùn)作的成本非常高；改變和維持客戶消費(fèi)行為的成本過(guò)高；過(guò)于龐大的服務(wù)范圍使得運(yùn)營(yíng)成本過(guò)高。建設(shè)自己的配送體系并加以維持正常運(yùn)營(yíng)的成本過(guò)高大量的車隊(duì)許多消費(fèi)者沒(méi)有按時(shí)收到貨物，或者貨物發(fā)送錯(cuò)誤，導(dǎo)致公司補(bǔ)償成本增加。5/10/202525SuggestionsFocusoncertainserviceareaReducethenumberofemployeesMergewithlocalretailersordeliverycompanies,takeadvantageoftheirservicenetworks.5/10/202526Peapod–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(bǔ)充的關(guān)系，兩者將長(zhǎng)期共存。傳統(tǒng)零售模式在某種程度上來(lái)說(shuō)已在人們的意識(shí)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(zhǎng)的路要走配送、支付、網(wǎng)絡(luò)安全等一系列技術(shù)問(wèn)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(yíng)銷方面經(jīng)驗(yàn)，這些經(jīng)驗(yàn)也不是電子商務(wù)可簡(jiǎn)單拷貝的。5/10/202527電子商務(wù)發(fā)展前景看好美國(guó)零售業(yè)的電子商務(wù)銷售在沃爾瑪?shù)却笮瓦B鎖集團(tuán)的領(lǐng)軍之下繼續(xù)擴(kuò)展市場(chǎng)空間。美國(guó)零售業(yè)的電子商務(wù)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(wù)的發(fā)展魅力5/10/202528Conclusion發(fā)展電子商務(wù)并不是要企業(yè)在“傳統(tǒng)”與“網(wǎng)絡(luò)”間做出選擇，而是要借助網(wǎng)絡(luò)優(yōu)勢(shì)，讓企業(yè)以最低成本獲取最大利潤(rùn)。5