亚马逊案例分析(英文版).ppt

A:A digital shop around the corner and a digital colossusDid you know:All these companies belong to AmazonDid you know:Amazon is alsoAmazonBasicsAmazon-brandedelectronicproductsAmazonFreshsellsanddeliversgrocerieinSeattleAmazonStudiosonlinesocialmoviestudioAmazonWarehouseDealsOffersdiscountsonrefurbishedproductsDid you know:Amazon has had one of the fastest growths in the Internets historyDid you know:Amazon web Services drives these companiesDid you know:A is a giantBut,why?HOW DID AMAZON BUILD HIS EMPIRE?AmazonsoutstandingpointsSTRENGTHS“Custom is god”1STRENGTHS“Custom is god”Apowerfulbackgroundthehigh-performancetransactionssystemsmachinelearningandpatternrecognitiontheautomaticdataanalysissystemawidevarietyofothertechniquesSTRENGTHS“Custom is god”Customer-centricinnovation1997：1-ClickOrdering2001：Wheresmystuff2002：FreeSuperSaverShipping1995：Customerreviews1997：Recommendations&bundles2001：Lookinsidethebook2003：SearchinsidethebookSTRENGTHS“Custom is god”Data&humandrivencustomerserviceAmazonscustomerservicewasranked#1in2009and20111996:”IfyoumakecustomersunhappyontheInternet,theycaneachtell6,000friends”JeffBezosFix customers problemsIdentify recurring issuesTrack the behavior of merchantsCustomerserviceistheonlyhuman-to-humaninteractionforane-commercewebsiteWHYHOWSTRENGTHSInnovationSTRENGTHSInnovationExpansionSTRENGTHSInnovationExpansionByintroducingtwonewproductcategorieseveryyearforalmostadecade,AmazonsmarketsharerepresentsonethirdofU.S.e-commercesales.STRENGTHSInnovationExpansion1.AmazonexporteditsU.S.modelandestablishedsubsidiariestosixcountries:United KingdomGermanyFranceJapanCanadaChinaItaly19981998200020002002200420102.Eachsubsidiarysubsequentlystartedtoreferencenewcategoriesoneafteranother.STRENGTHSInnovationTechnologyinnovationkindleSTRENGTHSInnovationTechnologyinnovationStoreyourmusic,videos,photos,filesRentaharddriveinthecloud5GBfree,then$1perGBperyearEC2(ElasticComputeCloud)Rentavirtualcomputer:from$0.02perhourS3(SimpleStorageService)Rentavirtualharddisk:about$0.01perGBMT(MechanicalTurk)Renthumanbrains(“artificialintelligence”)STRENGTHSInnovationInnovationofBusinessstrategyandprofitmodelSTRENGTHSInnovationInnovationofBusinessstrategyandprofitmodelpartnership strategySTRENGTHSInnovationInnovationofBusinessstrategyandprofitmodelPricing strategyAssumingtheresnosalestaxandfreeshipping.AmazonissignificantlycheaperthanitscompetitorsAmazon can really push the loss leader tactic to its end.STRENGTHSInnovationInnovationofBusinessstrategyandprofitmodelFlexible marketing toolAdvertisementunion,Logisticsmarketing,theexperiencemarketingandbrandmarketingSTRENGTHSLogisticsAmazonssecretweapon!STRENGTHSLogisticsAnyWeakness?WEAKNESSBOOK SELLER?RETAILER?IT COMPANY?ONLINE？WEAKNESSProfitfluctuationsProfitfluctuationsWEAKNESS20032010Amazonssalesandprofittrends2009Q42011Q3AmazonsgrossprofitmarginandnetinterestratestrendsAttentiononlytolong-termprojectsofinvestmentandignoranceoftheshort-termbenefits.WEAKNESSProfitfluctuationsLogisticcostBYE-BYE队长梁文姗PPT制作梁鹤聪热血组员李宇恒李婉颜李绮媚