【波士顿咨询的ppt】.ppt

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1、PPTPPTPPTPPT文档演模板文档演模板文档演模板文档演模板 Office Office Office Office PPTPPTPPTPPT20 五月 2023【波士顿咨询的【波士顿咨询的ppt】PPTPPTPPTPPT文档演模板文档演模板文档演模板文档演模板 Office Office Office Office PPTPPTPPTPPTBACKGROUNDThis document provides the findings from the Third Quarter 2001 Update of“The State of Online Retailing”,a Shop.org

2、survey conducted by The Boston Consulting GroupThe third quarter findings are based on data provided by 63 online retailers who completed the survey,supplemented with retailer interviews conducted between November 27 and December 4Data collected were for the calculation of our core metrics,which rep

3、resent a subset of the performance benchmarks published in our most recent annual report,The State of Online Retailing 4.0PPTPPTPPTPPT文档演模板文档演模板文档演模板文档演模板 Office Office Office Office PPTPPTPPTPPT比较优势之投资比较优势之投资固定收益投资固定收益投资Fixed Income Buy/Sell decision ProcessPPTPPTPPTPPT文档演模板文档演模板文档演模板文档演模板 Office O

4、ffice Office Office PPTPPTPPTPPT比较优势之投资比较优势之投资固定收益投资固定收益投资中国保监会企业年金基金管理试行办法规定，债券投资比例不高于中国保监会企业年金基金管理试行办法规定，债券投资比例不高于50%，其中国，其中国债不低于债不低于20%。实际配置中，为了取得稳定收益，债券所占比例往往较高。实际配置中，为了取得稳定收益，债券所占比例往往较高。债券超额收益债券超额收益持续加减息周期中，研究与判断持续加减息周期中，研究与判断至关重要。一般意义上，债券收至关重要。一般意义上，债券收益为益为4%（中国）。（中国）。但如有较大波动，可以有超额收但如有较大波动，可以有

5、超额收益。益。PPTPPTPPTPPT文档演模板文档演模板文档演模板文档演模板 Office Office Office Office PPTPPTPPTPPT债券超额收益债券超额收益持续加减息周期中，研究与判断持续加减息周期中，研究与判断至关重要。一般意义上，债券收至关重要。一般意义上，债券收益为益为4%（中国）。（中国）。但如有较大波动，可以有超额收但如有较大波动，可以有超额收益。益。比较优势之投资比较优势之投资固定收益投资固定收益投资中国保监会企业年金基金管理试行办法规定，债券中国保监会企业年金基金管理试行办法规定，债券投资比例不高于投资比例不高于50%，其中国债不低于，其中国债不低于2

6、0%。实际配置。实际配置中，为了取得稳定收益，债券所占比例往往较高。中，为了取得稳定收益，债券所占比例往往较高。独特的买方优势独特的买方优势齐备的资格齐备的资格垄断优势垄断优势议价能力议价能力SupportPPTPPTPPTPPT文档演模板文档演模板文档演模板文档演模板 Office Office Office Office PPTPPTPPTPPT比较优势之投资比较优势之投资权益类投资权益类投资考虑因素考虑因素权益类品种投资定性指标包括对行业的上下游权益类品种投资定性指标包括对行业的上下游分析、公司治理结构分析等。定量指标有相对分析、公司治理结构分析等。定量指标有相对估值和绝对估值，相对估值

7、包括估值和绝对估值，相对估值包括PE、PS、PB、EV/EBITDA等方法；绝对估值包括等方法；绝对估值包括DCF等方等方法。法。PPTPPTPPTPPT文档演模板文档演模板文档演模板文档演模板 Office Office Office Office PPTPPTPPTPPTPPTPPTPPTPPT文档演模板文档演模板文档演模板文档演模板 Office Office Office Office PPTPPTPPTPPTPROGRESSIVE REDUCTION IN ACQUISITION COST CONTINUEDThirty-Three Percent Decline So Far Th

8、is YearCustomer Acquisition Cost($)2000 Average($29)Source:The State of Online Retailing Third Quarter 1999 Update,3.0,First Quarter 2000 Update,Second Quarter 2000 Update,Third Quarter 2000 Update,4.0,First Quarter 2001 Update,Second Quarter 2001 Update,and Third Quarter 2001 Update,Shop.org survey

9、s conducted by The Boston Consulting GroupMarketing33%PPTPPTPPTPPT文档演模板文档演模板文档演模板文档演模板 Office Office Office Office PPTPPTPPTPPTUSE OF OFFLINE MEDIA DOWN MORE THAN HALF VERSUS 2000 AVERAGEShare of Marketing Spend(%)51413645394959645561Offline media2000 Offline Average(46%)1999 Offline Average(62%)Onl

10、ine MediaSource:The State of Online Retailing First Quarter 2000 Update,Second Quarter 2000 Update,Third Quarter 2000 Update,4.0,First Quarter 2001 Update,Second Quarter 2001 Update,and Third Quarter 2001 Update,Shop.org surveys conducted by The Boston Consulting GroupMarketing29712278PPTPPTPPTPPT文档

11、演模板文档演模板文档演模板文档演模板 Office Office Office Office PPTPPTPPTPPTCATALOGS REMAIN THE ONLY SIGNIFICANT OFFLINE MEDIUMMarketing(1)Includes newspaper inserts(2)Includes direct mailSource:The State of Online Retailing 4.0,First Quarter 2001 Update,Second Quarter 2001 Update,and Third Quarter 2001 Update,Shop.

12、org surveys conducted by The Boston Consulting GroupOnlinePortalE-mailBannerAffiliate programTotalOfflinePrintCatalogDirect mailNewspaper insertsTVOther offlineTotal2000Full Year27%13%9%6%54%22%8%7%9%46%Q123%19%13%6%61%10%8%7%3%2%9%39%Performance Benchmarks(1)(2)Q223%21%13%14%71%5%13%1%2%1%8%29%2001

13、Q328%19%22%9%78%2%12%2%1%1%5%22%Increase in portals and banners reflective of increased online media spendingExpensive,less efficient marketing programs such as TV,Print,Newspaper inserts have all been dramatically reducedPPTPPTPPTPPT文档演模板文档演模板文档演模板文档演模板 Office Office Office Office PPTPPTPPTPPTHOLID

14、AY MARKETING EFFORTS AIMED AT CLOSING THE SALEHoliday PreparationsWhich of the following marketing/promotional actions have you taken or are committed to take in specific preparation for the upcoming holiday season(Thanksgiving-Christmas)?(1)CommentaryRetailers are looking for easy ways to close the

15、 sale45%intend to offer free shipping with conditions,up from 28%a year earlierNearly two-thirds are offering gift certificates onlineAlthough the results suggest a decreased use of online media,overall use has increased throughout the year so the need to specifically use online media for the holida

16、ys has decreasedIntend to sell gift certificates(regular or electronic)Increased e-mail advertising spendingIntend to offer free shipping,with conditionsSigned new/revised portal deals to secure prominent placementIntend to offer free gift with purchaseIncreased offline media spending(excluding TV)S

17、igned new partnership deals with content sites(attract more targeted shoppers)Intend to offer free shipping,with no conditionsIncreased TV advertisingOtherNo specific actions taken/plannedQ3 200165%56%45%31%27%26%26%13%10%13%8%Q3 200054%62%28%39%29%33%36%12%4%9%11%(1)Multiple responses allowed unles

18、s indicated that no specific actions taken/plannedSource:The State of Online Retailing Third Quarter 2000 Update and Third Quarter 2001 Update,Shop.org surveys conducted by The Boston Consulting Group PPTPPTPPTPPT文档演模板文档演模板文档演模板文档演模板 Office Office Office Office PPTPPTPPTPPTCHANNEL INTEGRATION EXPECT

19、ED TO BE STRONGER THIS HOLIDAY SEASONHoliday PreparationsFor companies with stores and/or catalogs,which of the following were or will be in place in an effort to better integrate your channels?(1)CommentaryRetailers are embracing ways to migrate orders online51%of retailers now enable quick catalog

20、 orders on site,an increase from 32%a year agoIn-store kiosks are used by 29%of retailers,almost double that of 2000Further integration of gift certificate purchases necessaryOnly 32%of retailers enable online redemption of offline-purchased certificates,whereas 63%enable offline redemption of onlin

21、e-purchased certificatesOnline store increasingly being viewed as vehicle to dispose of excess/obsolete inventory44%of retailers liquidate online and offline inventory onlineTo mitigate consumer concerns over fulfillment,more retailers should consider in-store pick-up More retailers are currently of

22、fering in-store inventory online,which is a natural first stepIn-store or in-catalog marketing of online channelGift certificates purchased online and redeemable offlineIn-store return of online ordersQuick catalog orders on siteOnline store used to liquidate online and offline inventoryGift certifi

23、cates purchased offline and redeemable onlineIn-store Internet kiosksReal-time in-store inventory available onlineIn-store pick-up of online ordersHoliday Season 200176%63%61%51%44%32%29%27%17%Holiday Season 200068%49%51%32%27%22%15%24%15%(1)Multiple responses allowedSource:The State of Online Retai

24、ling Third Quarter 2001 Update,Shop.org surveys conducted by The Boston Consulting Group PPTPPTPPTPPT文档演模板文档演模板文档演模板文档演模板 Office Office Office Office PPTPPTPPTPPTMARKETING METRICSMetricAcquisition cost per new customerRetention cost per repeat buyerMarketing spend onlineMarketing spend offlineMarket

25、ing spend on customer acquisitionMarketing spend on customer retentionMarketing spend on brand awarenessDefinitionMarketing spend dedicated to customer acquisition(including acquisition portion of brand building)divided by the total number of new customers acquiredMarketing spend dedicated to custom

26、er retention(including retention portion of brand building)divided by the total number of repeat buyersPercentage of marketing budget spent on online marketing and advertising in support of the online businessPercentage of marketing budget spent on offline marketing and advertising in support of the online business Percentage of marketing budget dedicated to acquiring new online customersPercentage of marketing budget dedicated to retaining existing online customersPercentage of marketing budget dedicated to enhancing or improving overall brand awareness of the online businessDefinitions