PointofView英文版

1、: : 1999 1bcPoint of ViewE Commerce Toolkit ? ? ? ? :s 2bcPoint of ViewE Commerce Toolkit 3bcPoint of ViewE Commerce Toolkit a . Defining characteristics of the Internet create a truly unique user experience Ubiquitous reach Dramatically lower cost interaction Complete, symmetrical, “free” informati

2、on , , (1 2) 4bcPoint of ViewE Commerce Toolkit a . The stakes are high for shareholder wealth creation Over the past three years, a small group of Internet companies have created more value than any other industry achieved over ten years a , () (2 2) 5bcPoint of ViewE Commerce Toolkit . , , “” , ,

3、/ SupplieDIstrIbutorsManufacturingResellersstomers 6bcPoint of ViewE Commerce Toolkit . : : , , , “” , , “” “” , , 7bcPoint of ViewE Commerce Toolkit , , , , , . 8bcPoint of ViewE Commerce Toolkit () : : “ ” 9bcPoint of ViewE Commerce Toolkit() a . , , , ., , , , 10bcPoint of ViewE Commerce Toolkit

4、() (1 2) . . . Description: Intermediary sponsored areas where buyers and sellers trade goods and services Buyer or seller sponsored groups to collectively purchase or sell/bundle goods and services Company sponsored group comprising its downstream and/or upstream supply chainBasis for SCI: Scale Sc

5、ale Supplier CooperationDrivers of Value: Opportunity to increase sales/liquidate excess inventory- lower cost intermediary- broadening of potential supplier/buyer base Reduced procurement/sales costs- scale benefits Broadening of potential supplier/buyer base Lower inventory cost Cycle time reducti

6、on Lower procurement/sales cost Increased sharing of company/customer data: * 11bcPoint of ViewE Commerce Toolkit (2 2) : * * : * Significant number of active participants Sufficient scale to achieve favorable terms in pricing and availability Purchase scale to secure supplier commitment to use extr

7、anet : Small group of companies focused on driving consortium effort Compatible information systems across supply chain s 12bcPoint of ViewE Commerce Toolkit : : SupplierSupplierSupplierSupplierSupplierSupplierBuyerBuyerBuyerBuyerBuyerBuyerVirtual Community/Industry Consortium 13bcPoint of ViewE Com

8、merce Toolkit a . 15% ( ) (130 ) ( ) ( ) $100 $10 $20 14bcPoint of ViewE Commerce Toolkit ( ): () SupplierSupplierSupplierSupplierSupplierSupplierProducer: s Distributor/ WholesalerRetailerConsumerProducerRetailerConsumer. 15bcPoint of ViewE Commerce Toolkit ( ) % 16bcPoint of ViewE Commerce Toolkit

9、 : : *, Part InventoryProductionGoods InventoryReplenishment *, , , , , . 17bcPoint of ViewE Commerce Toolkit (): , , 18bcPoint of ViewE Commerce Toolkit 19bcPoint of ViewE Commerce Toolkit a , . 20bcPoint of ViewE Commerce Toolkit (1 3) .PRELIMINARY Online interfaces and services developed to retai

10、n customers More products, services become suitable for online saleFASTERDramatically enhanced network performance: Marketing/product development efforts shift focus to address new demographic groups- less affluent users- children and senior citizens- women New industries experience increased online

11、 penetrationBROADERInternet User Base Becomes More Reflectiveof Overall Population: Increased range of opportunity to capture customer data as more activities are conducted in networked environment- PDA, cell phone based web browsing- networked home appliancesDEEPERNew specialized access devices opt

12、imized for applications: Successful companies create cross-medium customer experience- online and offline promotions- convenience of online service/shopping combined with richness of physical world experience deepens customer relationshipCROSS-MEDIUMIntegration of physical and electronic participati

13、on: New intermediaries arise to handle increased information streams Dynamic pricing models emergeValue-added Reintermediation: 21bcPoint of ViewE Commerce Toolkit (2 3) PRELIMINARY Integration of data intensive activities with partners becomes possible Industrial cycle times declineFASTERDramatical

14、ly enhanced network performance: Barriers to participation fall for smaller business partners Consortia/cooperatives increase bargaining power of smaller players- purchasing- marketingBROADERInternet User Base Becomes More Reflectiveof Overall Population: Critical business functions will be tightly

15、integrated between partnersDEEPERNew specialized access devices optimized for applications: More accurate cross-company business forecasting will be possible Strong relationships with key business partners will be created by mixing breadth and accessibility of online interfaces and depth of personal

16、 interactionsCROSS-MEDIUMIntegration of physical and electronic participation: Non-core business functions will be outsourcedValue-added Reintermediation: 22bcPoint of ViewE Commerce Toolkit (3 3) PRELIMINARY Virtual offices and work communities simulate real world experienceFASTERDramatically enhan

17、ced network performance: Collaboration between offices/functional groups greatly enhances productivityBROADERInternet User Base Becomes More Reflectiveof Overall Population: Employees have constant ability to receive/update company dataDEEPERNew specialized access devices optimized for applications:

18、 Increased depth of interaction with employees results in higher retention rates Employees are freed to focus on high value-added activities as non-core tasks are automated or outsourcedCROSS-MEDIUMIntegration of physical and electronic participation: N/AValue-added Reintermediation: 23bcPoint of Vi

19、ewE Commerce Toolkit (1 2): , , , , , , , , , , , ; 5/6/99; a : 1,000; !; ; ComputerSoftwareand ServicesDrugs andResearchTelephoneCompaniesFoodProcessingHealthcareand ServicesDiscountand FashionRetailingGeneralManufacturingPaper$178B$164B$130B$71B$47B$44B$29B$12B$0$50$100$150$200$250$300Change in MV

20、A (Billions of Dollars) , a 10 .Ten Year Increase in MVA(1986-95) 24bcPoint of ViewE Commerce Toolkit (2 2): , , , , , , , , , , , ; 5/6/99; a : 1,000; !; ; Internet$275B$0$50$100$150$200$250$300Change in MVA (Billions of Dollars)Three Year Increase in MVA(1996-99) 25bcPoint of ViewE Commerce Toolki

21、t 26bcPoint of ViewE Commerce Toolkit . , 27bcPoint of ViewE Commerce Toolkit () 28bcPoint of ViewE Commerce Toolkit I a . 29bcPoint of ViewE Commerce Toolkit (1 4)CRM Marketing site- basic company information- key product informationEstablish Web PresenceIBM Build basic Intranet- post documents/pol

22、iciesSCI Marketing site- basic company informationImpact Minimum business requirement Low differentiation potentialDeployment ExamplesPhase 1ParticipationPhase 2Phase 3Phase 4 30bcPoint of ViewE Commerce Toolkit (2 4)Phase 1Phase 2ExperimentationPhase 3Phase 4 31bcPoint of ViewE Commerce Toolkit (3

23、4)CRM Automate customer service Build data warehousing and mining capabilities to target customer Provide value added customer experience (e.g., purchase recommendations, virtual communities)Leverage Electronic Platform To Build New CapabilitiesIBM Integrate internal functions to provide seamless da

24、ta flow Link customer preference data to product developmentSCI Integrate suppliers into ERP system Create/utilize value-added electronic buying agentsImpact Opportunity for competitive leadershipDeployment ExamplesPhase 1Phase 2Phase 3ExtensionPhase 4 32bcPoint of ViewE Commerce Toolkit (4 4)CRM De

25、velop interactive joint marketing approaches Create seamless user experience, not replicable in physical worldIntegrated TransformationIBM Seamless data flow and knowledge sharing across the organizationSCI Integrate customers, suppliers, employees, and partners in an interactive network- provide en

26、d to end supply chain visibilityImpact Significant opportunity for competitive advantageDeployment ExamplesPhase 1Phase 2Phase 3Phase 4Transformation 33bcPoint of ViewE Commerce Toolkit 213 4 34bcPoint of ViewE Commerce Toolkit ; (1 2)2 : 1 : 35bcPoint of ViewE Commerce Toolkit ; (2 2)3 : 4 : 36bcPo

27、int of ViewE Commerce Toolkit () A . () () (., “ ” ) / (, , , ) 37bcPoint of ViewE Commerce Toolkit ( ): ; ; ; ; ; ; PC SoftwareMusicBooksSecurities TradingPC Hardware/ElectronicsApparelAutosInsuranceGroceryTravelSuperior EconomicsUnique/Superior Customer Value Proposition$500B(1998) .ModerateLow Hi

28、gh 38bcPoint of ViewE Commerce ToolkitAerospacePharmaceuticalUtilitiesComputing and ElectronicsPaper/Office ProductsMotor VehiclesHeavyIndustriesPetrochemicalsIndustrialEquipmentFood/AgricultureConstructionSuperior EconomicsUnique/Superior Customer Value Proposition$1,000B ( ): ; .ModerateLow High 3

29、9bcPoint of ViewE Commerce Toolkit () , , . (, , , .) (. ) ( , , .) ( ) 40bcPoint of ViewE Commerce Toolkit ()A . (, ) (., ) 41bcPoint of ViewE Commerce Toolkit 42bcPoint of ViewE Commerce Toolkit , . , 43bcPoint of ViewE Commerce ToolkitDefine and track success measuresIdentify and monitor major tr

30、iggersAdjust approach, define new experiments/initiativesEvaluate timing and magnitude of threats/opportunities in industries where you (will) competeGather competitive intelligence on new breed and traditional playersArticulate compelling “point of arrival” visionBuild consensus on short and long t

31、erm E-Commerce objectivesDefine business model participationLaunch experiments and initiatives (linked to objectives)Define and put in place organization structure, staffing and systemsCommit investment fundsDevelop required partnerships/networkDefine and implement IT infrastructureTrack, Monitor an

32、d LearnAct and CommitInternalvs.ExternalSet Direction a a .44bcPoint of ViewE Commerce Toolkit (2) (1) (3) , a “ ” s Assets and CapabilitiesTiming and Magnitude of ImpactTrends 45bcPoint of ViewE Commerce Toolkit “ ” Dealerless car shoppingOverall Objectives: Seamless procurement/ manufacturing proc

33、ess Made-to-order manufacturing capability Short development cycle-times Online information- features- options- prices- availability Virtual test-drive- 360 interior/exterior views- simulated driving experience (sounds, braking, acceleration) Direct ordering capability- money order or credit card pu

34、rchase- delivery by manufacturer (regional distribution center?, home delivery?)Examples: Instant notification of customer orders Tightly integrated production system Real-time coordination between supplier and manufacturer design/manufacturing activities Real-time coordination between design, manuf

35、acturing and marketing activities Immediate integration of customer feedbackSupply Chain IntegrationCustomer RelationshipManagementInternal Business Management1 46bcPoint of ViewE Commerce Toolkit 2 47bcPoint of ViewE Commerce Toolkit () . “”3 48bcPoint of ViewE Commerce Toolkit (1 3)“ ”A “ ” , . :

36、: : 49bcPoint of ViewE Commerce Toolkit (2 3) . . .Key Success Factors: Operating leverage scale High value, repeat customers Numerous strategic partners/affiliate networks Strong brand/first mover Consistent operational excellence Competitive offering (availability,pricing) B AmazonCompany Examples

37、:Description: Bundle of products and/or services across multiple industry segments or categoriesRevenue Sources: Commissions on third party sales Advertising Product gross margin Onsale Ebay 50bcPoint of ViewE Commerce Toolkit (3 3) . . . : ! : , : 51bcPoint of ViewE Commerce Toolkit () , , .Value C

38、hain BreadthProcurementLogistics/Shipping TrackingDistributionCurrentSupplier BreadthSupply Chain ParticipationNewCompany ExtranetInventoryManagementR&D LinkageIndustryConsortiaVirtual Communities 52bcPoint of ViewE Commerce Toolkit Industry ConsortiaVirtual CommunitiesCompany Extranets , . : *

39、a , a : : : * 53bcPoint of ViewE Commerce Toolkit , . : a (. ) (., , ., ) : , 54bcPoint of ViewE Commerce Toolkit , () “ ” ( ) , , . 55bcPoint of ViewE Commerce Toolkit a . 100%20% 56bcPoint of ViewE Commerce Toolkit ; : a ( , ) a , ( ) (, , ) 57bcPoint of ViewE Commerce Toolkit : : 100% () 100% , 2080% 58bcPoint of ViewE Commerce Toolkit : a : , , : a , (.: ) 59bcPoint of ViewE Comme