电子商务经典案例.pptx
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百度文库
2020/9/25
10
Current Status
The 1st in Spain, even in Continental Europe.
Oct. 1997 0.01% of total turnover 4,900 m pesetas （profit in 1996） 490k pesetas profit （virtual supermarket）
Win buyers
COMPETING
Bargaining power and
bargaining SELLERS
leverage
power
and
Threat of entry
leverage
of new rivals
BUYERS
POTENTIAL NEW ENTRANTS
2020/9/25
12
Key Focus
CASE STUDY
Li Haiyun Wen Renyi
Zhao Yu Zhuang Wei
2020/9/25
1
CASE1
vs （Spain）
（USA）
2020/9/25
2
2020/9/25
3
Propagandize Focus
The 1st in Spain, even in Continental Europe. Emphasize the competitive advantage of Internet-
2020/9/25
8
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%）。
2020/9/25
9
Original Goals
To respond to the need for differentiated service and high quality interaction with customers.
Insight
2020/9/25
15
Develop SCM, Synergy Strategy
SCM
Logistic; Inventory; Purchase; Distribution
Profits:
Alcampo : 1.9%
Prvca : 4%
2020/9/25
14
Customer’s Loyalty
Critical Success Factor for On-line Supermarket
I know it and trust it
CRM
Sales Marketing Call Center Service, etc.
Convenience Full-time
Low-cost is a key factor?
2020/9/25
4
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
2020/9/25
5
向价值链全过程要效益
based supermarket to traditional supermarket.
Enjoyable: In Spain, leisure has a different meaning and shopping is an innate part of the Spanish way of life.
2020/9/25
13
Segmentation
On-line Supermarket Customers:
Suburb families Mothers taking care of little baby Technical focus families
What they focus
Price Convenience Diversification
Cost 100 m for developing the new system
Operation and maintenance fee
2020/9/25
11
Competitives Analysis
SUBSTITUTES
SUPPLIERS OF KEY INPUTS
Ability to exercise
电子商务概念的引入将对Alcampo公司价值链的各环节产 生重大影响。
除销售外，Alcampo公司应同样重视电子商务在其他环节 可能产生的效益。
采购 寻价 存货管理
2020/9/25
6
建立自己的特色
以特色求生存、求发展 。 由于网络所拥有的“链接”优势，可将Alcampo公司的其
它业务进行整合。
Segmentation, Differentiation strategy, customer’s loyalty improvement, insight.
Based on E-commerce, develop SCM, Synergy Strategy.
Deeply involved into the E-Commerce Business and establish effective distribution system.
将“旅游”作为其网上超市的特色
2020/9/25
7
安全
网上交易的安全性是消费者最大的心理顾虑，要将消费者 从传统连锁业中争取过来，这是Alcampo公司必须解决的 重要问题
应重点从“财”、“物”两方面做好安全工作
确保消费者信用卡帐户的安全 要建立时时查询系统，让消费者了解自己所购物品
的状态，何时货可送达。
To meet customer’s desire for shopping through an Internet-based supermarket.
To become the market leader in the online distribution channel.
To acquire relevant know-how for the online retailing and thus prepare Alcampo for the emerging information society.
2020/9/25
10
Current Status
The 1st in Spain, even in Continental Europe.
Oct. 1997 0.01% of total turnover 4,900 m pesetas （profit in 1996） 490k pesetas profit （virtual supermarket）
Win buyers
COMPETING
Bargaining power and
bargaining SELLERS
leverage
power
and
Threat of entry
leverage
of new rivals
BUYERS
POTENTIAL NEW ENTRANTS
2020/9/25
12
Key Focus
CASE STUDY
Li Haiyun Wen Renyi
Zhao Yu Zhuang Wei
2020/9/25
1
CASE1
vs （Spain）
（USA）
2020/9/25
2
2020/9/25
3
Propagandize Focus
The 1st in Spain, even in Continental Europe. Emphasize the competitive advantage of Internet-
2020/9/25
8
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%）。
2020/9/25
9
Original Goals
To respond to the need for differentiated service and high quality interaction with customers.
Insight
2020/9/25
15
Develop SCM, Synergy Strategy
SCM
Logistic; Inventory; Purchase; Distribution
Profits:
Alcampo : 1.9%
Prvca : 4%
2020/9/25
14
Customer’s Loyalty
Critical Success Factor for On-line Supermarket
I know it and trust it
CRM
Sales Marketing Call Center Service, etc.
Convenience Full-time
Low-cost is a key factor?
2020/9/25
4
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
2020/9/25
5
向价值链全过程要效益
based supermarket to traditional supermarket.
Enjoyable: In Spain, leisure has a different meaning and shopping is an innate part of the Spanish way of life.
2020/9/25
13
Segmentation
On-line Supermarket Customers:
Suburb families Mothers taking care of little baby Technical focus families
What they focus
Price Convenience Diversification
Cost 100 m for developing the new system
Operation and maintenance fee
2020/9/25
11
Competitives Analysis
SUBSTITUTES
SUPPLIERS OF KEY INPUTS
Ability to exercise
电子商务概念的引入将对Alcampo公司价值链的各环节产 生重大影响。
除销售外，Alcampo公司应同样重视电子商务在其他环节 可能产生的效益。
采购 寻价 存货管理
2020/9/25
6
建立自己的特色
以特色求生存、求发展 。 由于网络所拥有的“链接”优势，可将Alcampo公司的其
它业务进行整合。
Segmentation, Differentiation strategy, customer’s loyalty improvement, insight.
Based on E-commerce, develop SCM, Synergy Strategy.
Deeply involved into the E-Commerce Business and establish effective distribution system.
将“旅游”作为其网上超市的特色
2020/9/25
7
安全
网上交易的安全性是消费者最大的心理顾虑，要将消费者 从传统连锁业中争取过来，这是Alcampo公司必须解决的 重要问题
应重点从“财”、“物”两方面做好安全工作
确保消费者信用卡帐户的安全 要建立时时查询系统，让消费者了解自己所购物品
的状态，何时货可送达。
To meet customer’s desire for shopping through an Internet-based supermarket.
To become the market leader in the online distribution channel.
To acquire relevant know-how for the online retailing and thus prepare Alcampo for the emerging information society.