电子商务案例（自制）

CASESTUDYLiHaiyunWenRenyiZhaoYuZhuangWei12/17/20221培训专用CASE1（Spain）vs（USA）12/17/20222培训专用12/17/20223培训专用PropagandizeFocusThe1stinSpain,eveninContinentalEurope.EmphasizethecompetitiveadvantageofInternet-basedsupermarkettotraditionalsupermarket.Enjoyable:InSpain,leisurehasadifferentmeaningandshoppingisaninnatepartoftheSpanishwayoflife.ConvenienceFull-time Low-costisakeyfactor?

12/17/20224培训专用利用规模效益降低成本提高利润尽快解决技术问题，将业务拓展到全国，从而降低单位成本。在更大范围内追求购买效益通过资源共享减少重复配置所造成的浪费12/17/20225培训专用向价值链全过程要效益12/17/20226培训专用建立自己的特色12/17/20227培训专用安全12/17/20228培训专用协助社会推广网络概念从案例中提供的资料看，1997年西班牙14岁以上人口为约3400万，其中对互联网有所接触的为134万人（4％），使用者约92万人（2.7%）。12/17/20229培训专用OriginalGoals

Torespondtotheneedfordifferentiatedserviceandhighqualityinteractionwithcustomers.Tomeetcustomer’sdesireforshoppingthroughanInternet-basedsupermarket.Tobecomethemarketleaderintheonlinedistributionchannel.Toacquirerelevantknow-howfortheonlineretailingandthusprepareAlcampofortheemerginginformationsociety.12/17/202210培训专用CurrentStatusThe1stinSpain,eveninContinentalEurope.Oct.19970.01%oftotalturnover4,900mpesetas（profitin1996）490kpesetasprofit（virtualsupermarket）Cost100mfordevelopingthenewsystemOperationandmaintenancefee12/17/202211培训专用CompetitivesAnalysisCOMPETINGSELLERSSUPPLIERSOFKEYINPUTSSUBSTITUTESBUYERSPOTENTIALNEWENTRANTSWinbuyersBargainingpowerandleverageAbilitytoexercisebargainingpowerandleverageThreatofentryofnewrivals12/17/202212培训专用KeyFocusSegmentation,Differentiationstrategy,customer’sloyaltyimprovement,insight.BasedonE-commerce,developSCM,SynergyStrategy.DeeplyinvolvedintotheE-CommerceBusinessandestablisheffectivedistributionsystem.12/17/202213培训专用SegmentationOn-lineSupermarketCustomers:SuburbfamiliesMotherstakingcareoflittlebabyTechnicalfocusfamiliesWhattheyfocusPriceConvenienceDiversification12/17/202214培训专用Customer’sLoyaltyCriticalSuccessFactorforOn-lineSupermarketIknowitandtrustitCRMSalesMarketingCallCenterService,etc.Insight12/17/202215培训专用DevelopSCM,SynergyStrategySCMLogistic;Inventory;Purchase;DistributionProfits:Alcampo:1.9%Prvca:4%

ReduceprofittosustainAlcampo’sdiscountwayoflife?Howto?Low-CostLeadshipStrategyBasedontheE-Commerce,establishSCM,Synergy12/17/202216培训专用Long-runStrategyDeeplyinvolvedintotheE-CommerceBusinessandestablisheffectivedistributionsystem

（SustainableCompetitiveAdvantage）ImproveSystemSecuritySpecialE-BusinessModel（noteasytocopy）CoreCompetenciesOther4supermarkets’sbusinessE-CommerceplatformAlcampo’otherbusinessE-Commerceplatform最理想的发展战略：连锁经营、物流配送、电子商务三方面齐头并进。12/17/202217培训专用12/17/202218培训专用PeapodInc.OnlinegrocerycompanyinU.S.12/17/202219培训专用CorporationDevelopment12/17/202220培训专用Revenuesgrowth&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?12/17/202221培训专用BusinesspatternofPeapodCustomerssendthepurchasingorderthroughinternetPeapodservers&systemsFulfillmentcenterclosettothespecifieddeliveryaddressFleetofdeliveryvansPartnerofretailer12/17/202222培训专用ITSystemClientlayerResideonthecustomer’scomputer;createtheuser’sinterfacebyfollowinginstructionsfromtheapplicationserver;runtheapplicationandreturninputtoPeapodserverApplicationserversProprietarytargetingengineBusinesssupportsystemFulfillmentmanagementapplicationAccountingsystemsDatabaseMaintainandmanagethedataassociatedwiththePeapodapplication.12/17/202223培训专用WhathasPeapoddonesofarforitsbusiness?Peapod’sdiscussionandinformationforums(submitrecipesandwinthecoupons,“AmericanHeartAssociation”.etc)SellingtheITsystemandKnow-howtoitsselectretailers.(ColeMyer)DiversificationStrategy.FTD-brandedFlowershop,premiumwinesandgreetingcardsandotherretailrelationships.Interactivemarketingservices.

Fromlate1995,builtrelationswithseveralconsumergoodsandservicecompanies.Providesavarietyofbundledinteractivemarketingproductsandservices.BannerAdvertising\EnhancedContentAdvertising\ElectronicCoupons\StimulusresponseTesting12/17/202224培训专用StillincurredthelossandWhy?12/17/202225培训专用SuggestionsFocusoncertainserviceareaReducethenumberofemployeesMergewithlocalretailersordeliverycompanies,takeadvantageoftheirservicenetworks.12/17/202226培训专用Peapod–OptimisticE-CommerceModel互联网并不能取代传统媒体，它与传统媒体的关系应是一种互为补充的关系，两者将长期共存。传统零售模式在某种程度上来说已在人们的意识形态中根深蒂固电子商务尽管已经发展了十余年，但不管是管理理念、文化理念、还是技术发展都还有很长的路要走配送、支付、网络安全等一系列技术问题并非所有的的商品都适合做电子商务传统的零售企业有着丰富的物流、资金流、信息流、营销方面经验，这些经验也不是电子商务可简单拷贝的。12/17/202227培训专用电子商务发展前景看好美国零