ebay战略分析

1、interactive communications links to direct marketing and future of e-commerce main source (if not stated otherwise): prentice hall digital tools for e-communication people with accessdigital tools for e-communication everyone mobile telephone (gsm) voice mail on mobile / text messaging cards with ba

2、r code (eg entry cards etc.) smart cards (e.g., credit cards, phone cards) most people personal computer net access e-mail fax fewer people wap /gprs / 3g / in-car communication palm pilot (hand help pc or communicator) / laptop interactive / digital tv virtual reality on pc video mail / video commu

3、nication real audio other multi-media on pc diagram adapted from bishop (1998) from one-to many to one to some http:/) is the worlds largest online marketplace. founded in september 1995, ebay is the leading online marketplace for the sale of goods and services by a diverse community of individuals

4、and businesses. today, the ebay community includes 42.4 million registered users, and is the most popular shopping site on the internet when measured by total user minutes according to media metrix. our mission ebays mission is to help practically anyone trade practically anything on earth. our mark

5、etplace on any given day, there are more than 12 million items listed on ebay across 18,000 categories. in a year, ebay members transact $14.87 billion in annualized gross merchandise sales (gms, the value of goods sold on ebay). people come to the ebay marketplace to buy and sell items across multi

6、ple categories, including antiques and art, books, business wide array of buyer and seller tools; and preferred solution provider programs. company overview what is ebay? ”we help people trade practically anything on earth” products,services company overview international special sites other content

7、s e-com model 1st step : registration 2nd step : interaction 3rd step : transaction seller buyer registers bids on item checks feedback wins auction registers chooses itemlists itemchecks feedback exchange e-mails ebay notifies buyer & seller exchange item for payment leave feedback for each other p

8、ays ebay major services and features available on ebay include: billpoint billpoint is ebays preferred online bill payment service that facilitates credit card payment between buyers and sellers. with wells fargo bank, billpoint offers expedient and secure completion of each transaction. by giving s

9、ellers the convenience of credit card acceptance, and providing buyers the ease to pay more quickly than writing a check or filling out a money order, billpoint is the best choice for a hassle-free and reliable online payment solution on ebay. h the ebay community benefits from a marketplace combini

10、ng traditional auction-style trading and hs fixed-price trading. h offers an organized online marketplace to buy and sell high quality, previously owned mass-market goods. unlike auctions, where the selling price is based on bidding, the seller sets a fixed price for items at h at the time an item i

11、s listed. ebay international users on ebay represent countries all over the world. with ebays vision and global business strategy, the company continues to expand its service and brand abroad. it is not uncommon to hear about ebay users in japan buying items from users in the u.s., or users in austr

12、alia buying from others in france. currently, ebay has country specific sites in austria, australia, canada, france, germany, ireland, italy, japan, korea, new zealand, switzerland and the uk. ebay motors ebay motors is the internets largest auction-style marketplace for buying and selling all thing

13、s automotive. at any given time, ebay motors has a wide variety of vehicles listed for sale, from acuras to volvos and all makes and models in-between. the site also features collector cars, motorcycles, as well as auto parts. ebay motors provides end-to-end online services such as financing, inspec

14、tions, escrow, auto insurance, vehicle shipping, title & registration, and a lemon check. ebay stores ebay stores expands the marketplace for sellers by allowing them to create customized shopping destinations to merchandise their items on ebay. for buyers, ebay stores represents a convenient way to

15、 access sellers goods and services. buyers who shop at ebay stores are able to make immediate and multiple-item purchases for fixed-price and auction-style items. ebay professional services professional services on ebay serves the fast growing and fragmented small business marketplace by providing a

16、 destination on ebay to find professionals and freelancers for all kinds of business needs such as web design, accounting, writing, technical support, among others. ebay premier ebay premier is a specialty site on ebay, which showcases fine art, antiques, fine wines and rare collectibles from leadin

17、g auction houses and dealers from around the world. through its premier guarantee program, all sellers on ebay premier stand behind and guarantee the authenticity of their items. ebay live auctions live auctions provides live, real-time online bidding on items being sold on the sales floor of the wo

18、rlds leading auction houses. a proprietary technology developed by ebay, live auctions empowers traditional auctioneers to extend their sales beyond the auction house floor and reach millions of potential buyers online. buyers gain easy access to exclusive, high-end property with the convenience and

19、 comfort of bidding from their home or office. strategy strategic directionsmarkets currentnew services currentconsolidation markets development new services development related diversification short term long term mobile model m-commerce: transfer of technology players: ebay anywhere strategic part

20、ners: mobile competitors: yahoo!mobile & amazon anywhere is m-com model feasible? yes competitor analysis swot analysis oportunities - mobile commerce (lt) - internet usage (st) threats - new regulations (st) - fraudulent activities (lt) strengths - brand recognition - community affinity weaknesses

21、- own growth - system failures oportunities weaknesses threads strengths risks (a) risks (b) sug (c) sug (d) st lt st lt 0 200,000 400,000 600,000 800,000 19971998199920002001 ebays financial data net revenuesgross profitnet income in thousands (a) company forecast (a) results overview us audience 0

22、% 20% 40% 60% 80% 100% amazonebayyahoo! ebay registered user growth (mm) results overview results overview ebay vs freemarkets results overview ebay vs nokia clicking one clicking two clicking three sold! thank you ! from lean-back to lean forward ”new mediaare lean-forward media in which the web si

23、te usually has the visitors undivided attention. this intensity means that the customer wants to be in control and wants to experience flow and responsiveness to their needs” - chaffey et al. 2003, pg 314. objectives for interactive marketing communications contact promoting corporate image, publish

24、ing corporate information and offering contact information. content interact embed information exchange. communication transact online transactions and interaction with trading partners. commerce relate two-way customer relationship. community according to rowley (2001): objectives for interactive m

25、arketing communications oconnor et. al. (2004): targettedmass field sales telephone direct mail local marketing newspapers tv / radio internet tools for promoting online presence internet advertizing practice purpose of banner advertizing work requirements for banner advertising according to oconnor et. al. 2004: creativity recognizing int