电子商务Unit 5.ppt

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1、电子商子商务 E-CommerceUnit Five Business Strategy of E-commerceUnderstand the importance of strategies Understand the importance of strategies plan in e-commerceplan in e-commerceDescribe the strategy planning process for Describe the strategy planning process for e-commercee-commerceMake business analys

2、is with SWOT Make business analysis with SWOT analysis methodanalysis methodMake strategy plan for e-commerce Make strategy plan for e-commerce implementationimplementationLearning TargetsInformation BoxvE-Business strategy&planning:vStrengths,opportunities,threats,competition,weaknesses,partners,bu

3、siness objectives,risksvE-commerce strategy formation:vBusiness brainstorming,service strategy,prototyping&testing,launchIntroductory CasevWhat is the main company feature of Doree Embroidery?vWhat problems did Doree Embroidery face?vHow did they put their business online?vWhat is the result of the

4、online business implementation?Strategic Planning ProcessvStrategic planning:the process of developing and maintaining consistency between companys objectives and resources and its changing opportunities.vWhy does a company need strategic planning for e-commerce implementation?vE-commerce strategy o

5、ptions:nTo do online advertising only;nto open click and mortar store;nto build an online division within the company;nto go for a cyber-only business;nnot to go for e-commercevHow to conduct e-commerce business planning and implementation?vBusiness planning process:nIndustry and competitive analysi

6、s;nStrategy formulation;nImplementation;nPerformance assessment and strategy reassessmentSWOT AnalysisvSWOT is an acronym used to describe particular strengths,weaknesses,opportunities,and threats.vIn SWOT analysis,the analyst first looks into the business unit to identify its strengths and weakness

7、es.vThe analyst then reviews the environment in which the business unit operates and identifies opportunities presented by that environment and the threats posed by that environment.vStrengthslWhat does the company do well?lIs the company strong in its market?lDoes the company have a strong sense of

8、 purpose and the culture to support that purpose?vWeaknesseslWhat does the company do poorly?lWhat problems could be avoided?lDoes the company have serious financial liabilities?vOpportunitiesAre industry trends moving upward?Do new markets exist for the companys products/services?Are there new tech

9、nologies that the company can exploit?vThreatsWhat are competitors doing well?What obstacles does the company face?Are there troubling changes in the companys business environment(technologies,laws,and regulations)?vBy considering all of the issues that it faces in a systematic way,a business unit c

10、an formulate strategies to take advantage of its opportunities by building on its strengths,avoiding any threats,and compensating for its weaknesses.Dells casevIn the mid-1990s,Dell Computer used a SWOT analysis to create a business strategy that has helped it become a very strong competitor in its

11、industry value chain.vDell identifies its strengths in selling directly to customers and in designing its computers and other products to reduce manufacturing costs.vIt acknowledges the weakness of having no relationships with local computer dealers.vDell faced threats from competitors such as Compa

12、q(now a part of Hewlett-Packard)and IBM,both of which had much stronger brand names and reputations for quality at that time.vDell identified an opportunity by noting that its customers were becoming more knowledgeable about computers and could specify exactly what they wanted without having Dell sa

13、lespeople answer questions or develop configurations for them.It also saw the Internet as a potential marketing tool.vThe results of Dells SWOT analysis show as follows:vStrengthsvSell directly to consumersvKeep costs below competitors costsvWeaknessesvNo strong relationships with computer retailers

14、vOpportunitiesvConsumers know what they want to buyvInternet could be a powerful marketing tool vThreatsvCompetitors have stronger brand namesvCompetitors have strong relationships with computer retailersvThe strategy that Dell followed after doing the analysis took all four of the SWOT elements int

15、o consideration.vDell decided to offer customized computers built to order and sold over the phone,and eventually,over the Internet.vDells strategy capitalized on its strengths and avoided relying on a dealer network.The brand and quality threats posed by Compaq and IBM were lessened by Dells abilit

16、y to deliver higher perceived quality because each computer was custom-made for each buyer.Planning E-Commerce InitiativesvA successful business plan for an electronic commerce initiative should include activities that identify the initiatives specific objectives and link those objectives to busines

17、s strategies.Identify ObjectivesvBusinesses undertake e-commerce initiatives for a wide variety of reasons.vObjectives that businesses typically strive to accomplish through electronic ecommerce include:nincreasing sales in existing marketsnopening new marketsnserving existing customers betternident

18、ifying new vendorsncoordinating more efficiently with existing vendorsnrecruiting employees more effectively.vThe types of objectives vary with the size of the organization.For example,small companies might want a Web site that encourages site visitors to do business using existing channels rather t

19、han through the Web site itself to reduce the cost of the site.vA site that offers only product or service information is much less expensive to design,build and maintain than a site that offers transaction handling,bidding,communications,or other capabilities.vDecisions regarding resource allocatio

20、ns for e-commerce initiatives should consider the expected benefits and costs of meeting the objective.vThese decisions should also consider the risks inherent in the e-commerce initiative and compare them to the risks of inactiona failure to act could concede a strategic advantage to competitors.Li

21、nking Objectives to Business StrategiesvThe Web is a tremendously attractive sales channel for many firms;however,companies can use e-commerce to do much more than sell.They can use the Web to complement their business strategies and improve their competitive positions.vE-commerce opportunities can

22、inspire businesses to undertake activities such as:lBuilding brandslEnhancing existing marketing programslSelling products and serviceslSelling advertisinglDeveloping a better understanding of customer needslImproving after-sale service and supportlPurchasing products and serviceslManaging supply ch

23、ainslOperating auctionslBuilding virtual communities and Web portalsvA good implementation plan should set specific objectives for benefits to be achieved and costs to be incurred.vIn many cases,a company will create a pilot Web site to test an online business idea and then release a production vers

24、ion of the site when it works well.Measuring BenefitsvSome benefits of electronic commerce initiatives are tangible and easy to measure.These include such things as increased sales or reduced costs.vOther benefits are intangible and can be much more difficult to measure,such as increased customer sa

25、tisfaction.vWhen identifying benefit objectives,managers should try to make intangible benefits measurable.vPlease find out the measurement of the above mentioned electronic commerce activities.vHere is a summary of benefits and measurements that companies can make to assess the value of those benef

26、its.E-commerce initiatives Common measurements of benefits providedBuild brands Surveys or opinion polls that measure brand awareness Enhance existing marketing programs Change in per-unit sales volume Improve customer service Customer satisfaction surveys,quantity of customer complaints Reduce cost

27、 of after-sale support Quantity and type(telephone,fax,e-mail)of support activities Improve supply chain operation Cost,quality,and on-time delivery of materials or services purchased Hold auctions Quantity of auctions,bidders,seller,items sold,registered participants;dollar volume of item sold Prov

28、ide portals and virtual communities Number of visitors,number of return visits per visitor,and duration of average visit Managing Costs vTotal cost of ownership:many organizations now track costs by activity and calculate a total cost for each activity.These cost numbers,called total cost of ownersh

29、ip(TCO),include a wide variety of costs related to the activity.vThe TCO of an electronic commerce implementation includes the costs of hardware(server computers,routers,firewalls),software(operating systems,Web server software,database software,and application software),design work outsourced,salar

30、ies and benefits for employees involved in the project,and the costs of maintaining the site once it is operational.vA good TCO number would include assumptions about how often the site would need to be redesigned in the future.vOpportunity costs:for many companies,one of the largest and most signif

31、icant costs associated with e-commerce initiatives is the cost of not undertaking such an initiative.The foregone benefits that a company could have obtained from an e-commerce initiative that they chose not to pursue are costs.vWeb site costs:according to surveys,establishing a basic e-commerce ope

32、ration on the Web today will cost a company between$100,000 and$1 million,having a site comparable to most existing Web competitors will cost$2 million to$5 million,and creating a site that is noticeably ahead of most competitors sites will cost a minimum of$15 million.vWeb technology continues to e

33、volve at a rapid pace and most businesses want to take advantage of what that technology offers in order to remain competitive.vMost experts agree that the annual cost to maintain and improve a site once it is up and runningwhether it is a small site or a large sitewill be between 50 percent and 200

34、 percent of its initial cost.vThus,ongoing maintenance costs can be a more significant factor in making implementation decisions than the initial cost of building a site.Comparing Benefits to CostsvA key part of creating a business plan for e-commerce initiatives is the process of identifying potent

35、ial benefits(including intangibles such as employee satisfaction and company reputation),identifying the costs required to generate those benefits,and evaluating whether the benefits exceed the costs.vCompanies should evaluate each element their e-commerce strategies using the cost/benefit approach.

36、vA representation of the cost/benefit approach appears as follows:Determine value Determine value of benefitsof benefitsIdentifyIdentifybenefitsbenefitsIdentifyIdentifycostscostsCompare value of benefits Compare value of benefits to value of costs to value of costs Determine value Determine value of

37、 costsof costsE-commerce ScenariovOpen,global commerce scenariovMembers-only subnets scenariovElectronic middlemen scenariovNew consumer marketing channels scenariovDiscussion:vWhat the main differences between the four scenario?Steps to Successful E-Commerce Implementation1.Determine products or se

38、rvices.vResearch your products and services marketplace.vEstablish your site goals.vPlan your site layout.vPlan for growth of your site.vTake a quick lesson in HTML.7.Build a basic HTML template.8.Build the e-commerce section.9.Build a customer support section.10.Build site content.11.Begin promotin

39、g.vDiscussion:vAmong the 11 steps,which are most important?Give your reasons.Meta tagvA special HTML tag that provides information about a Web page.Unlike normal HTML tags,meta tags do not affect how the page is displayed.Instead,they provide information such as who created the page,how often it is

40、updated,what the page is about,and which keywords represent the pages content.Many search engines use this information when building their indices.vMETA标签的内容设计对于搜索引擎营销来说是标签的内容设计对于搜索引擎营销来说是至关重要的一个因素，尤其是其中的至关重要的一个因素，尤其是其中的“description”（网页描述）和（网页描述）和“Keywords”（关键词）两个属性更为重要。（关键词）两个属性更为重要。v HTML代码实例代码实例中

41、有关中有关description中的中的代码为：代码为：Real World CasevRead the SWOT analysis of eBay and summarize the strengths,weaknesses,opportunities and threats.vWrite a strategic action plan for eBay based on the above SWOT analysis.Chart Documents-Text 1 Text 2 Text 3 Text 4 Text 5 Text 6Click to edit title Sub TitleCOMPANYCOMPANYLOGOLOGOThank you!Add Your Company SloganYour site here