《电子商务案例》PPT课件

E-Commerce platform
Alcampo’ other business
E-Commerce platform
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。
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Peapod Inc.
Online grocery comrs: 93700 in 3rd quarters of 1997, 43700 only during the same period in 1996;
• Revenues: 41.6 million in first 9 months in 1997, up by 111% from 19.7 million for the same period in 1996;
• Selling the IT system and Know-how to its select retailers. (Cole Myer)
• Diversification Strategy. FTD-branded Flower shop, premium wines and greeting cards and other retail relationships.
• Revenues from online marketing services: 3 million to 6 million;
• Revenues from member and retail services: 1.8 million(1996) to 3.4 million (1997)
• No. of fulfillment centers: 37 more, cover 6.6 million household totally.
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。
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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%）。
• Application servers • Proprietary targeting engine • Business support system • Fulfillment management application • Accounting systems
• Database • Maintain and manage the data associated
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Corporation Development
1200 1000 800 600 400 200
0 1995年
1996年
1997年
60
40
全职员工
兼职员工 20
0
1995
1996
客户数(1000)
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Revenues growth & orders soar
Insight
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Develop SCM, Synergy Strategy
SCM
Logistic; Inventory; Purchase; Distribution
Profits:
Alcampo : 1.9%
Prvca : 4%
Reduce profit to sustain Alcampo’s discount way of life?
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Segmentation
On-line Supermarket Customers: Suburb families Mothers taking care of little baby Technical focus families
What they focus Price Convenience Diversification
traditional supermarket. Enjoyable: In Spain, leisure has a different meaning and shopping
is an innate part of the Spanish way of life. Convenience Full-time
• Interactive marketing services.
– From late 1995, built relations with several consumer goods and service companies.
– Provides a variety of bundled interactive marketing products and services.
• Problem: still incurred losses, facing the financial problem,why?
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Business pattern of Peapod
Customers send the purchasing order through internet
Based on E-commerce, develop SCM, Synergy Strategy. Deeply involved into the E-Commerce Business and establish
effective distribution system.
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Peapod servers & systems
Fleet of delivery vans
Fulfillment center closet to the specified delivery address
Partner of retailer
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IT System
power
and
Threat of entry
leverage
of new rivals
BUYERS
POTENTIAL NEW ENTRANTS
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Key Focus
Segmentation, Differentiation strategy, customer’s loyalty improvement, insight.
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Competitives Analysis
SUBSTITUTES
SUPPLIERS OF KEY INPUTS
Ability to exercise
Win buyers
COMPETING
Bargaining power and
bargaining SELLERS
leverage
CASE STUDY
Li Haiyun Wen Renyi
Zhao Yu Zhuang Wei
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CASE1
vs
（Spain）
（USA）
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Propagandize Focus
The 1st in Spain, even in Continental Europe. Emphasize the competitive advantage of Internet-based supermarket to
with the Peapod application.
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What has Peapod done so far for its business?
• Peapod’s discussion and information forums (submit recipes and win the coupons, “American Heart Association”. etc)
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.
• Client layer • Reside on the customer’s computer;
create the user’s interface by following instructions from the application server; run the application and return input to Peapod server
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Customer’s Loyalty
Critical Success Factor for On-line Supermarket I know it and trust it
CRM Sales Marketing Call Center Service, etc.
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Original Goals
To respond to the need for differentiated service and high quality interaction with customers.
To meet customer’s desire for shopping through an Internet-based supermarket.
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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） Cost 100 m for developing the new system Operation and maintenance fee
– Banner Advertising \ Enhanced Content Advertising \ Electronic Coupons \ Stimulus response Testing
采购 寻价 存货管理
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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。
将“旅游”作为其网上超市的特色
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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
（Sustainable Competitive Advantage）
Improve System Security
Special E-Business Model （not easy to copy）
Core Competencies
Other 4 supermarkets’s business
Low-cost is a key factor?
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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
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向价值链全过程要效益
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。
How to? Low-Cost Leadship Strategy Based on the E-Commerce, establish SCM, Synergy
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Long-run Strategy
Deeply involved into the E-Commerce Business and establish effective distribution system