电子商务中的零售产品和服务课件.ppt
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1、電子商務中的零售:產品和服務Retailing in Electronic Commerce:Products and Services2006.032無店頭銷售網路銷售郵購電視購物直銷(多層行銷)3注意課題後台作業貨物的供應訂單倉儲物流金流前台作業金流COD:Cash on Delivery4Internet Marketing and Electronic Retailing(E-Tailing)Overview of e-tailingElectronic retailing(e-tailing):Retailing conducted online,over the InternetE
2、-tailers:Those who conduct retail business over the Internet5Internet Marketing and E-Tailing(cont.)Size and growth of the B2C marketnumber of U.S.online buyers from 53.2%of all Internet users in 2001 to 6%by 2004(90 million people purchasing online)U.S.revenues from online B2C buying predicted to g
3、o from$73 billion in 2001 to$190 billion in 2004May 2002 sales of$9.8 billion in the first quarter of 2002(up 19.3 percent from the first quarter of 2001)annual 2002 sales estimated to be over$40 billion1.4%of total retail sales,up from 1.1 percent in 2001 average online shopper spent over$300 per q
4、uarter全球寬頻用戶數急速成長CAGR=63.85%資料來源:eMarketer,資策會MIC整理,2003年4月全球寬頻網路用戶數 單位:千戶寬頻的普及將促使網頁呈現以及網路廣告形式走向多媒體表現方式,同時亦有助於帶動線上影音、線上學習等需求地區市場規模($US billions)北美$78.1亞太地區$23.9西歐$29.6拉丁美洲$0.5東歐$0.6非洲及中東$0.8總計$133.6資料來源:Forrester Research,2002年 2002年全球B2C電子商務市場規模 B2C電子商務規模最大地區為北美北美地區2002年B2C電子商務規模佔全球58.5%,其中美國約為720億
5、西歐與亞太地區則僅次於北美西歐與亞太地區已具備基本要件,最具發展電子商務潛力書籍名列線上購物產品榜首產品品項比率書籍23音樂產品(CD)15服飾13消費性電子產品 13旅遊產品11電腦硬體10產品品項比率電腦軟體8票務8日用雜貨7錄影帶/VCD5家具/家飾4玩具/遊戲軟體4產品品項比率化妝品4商務旅遊產品4運動用品4珠寶/時尚產品3股票/金融商品2汽車1其他19線上購物產品品項與種類 資料來源:Taylor Nelson Sofres Interactive,2002年 全球網路消費者購買頻次較高的產品品項包括書籍、音樂產品(CD)、服飾、消費性電子產品、旅遊產品等 9Internet Mar
6、keting and E-Tailing(cont.)What sells best on the Internet?Computer hardware and softwareConsumer electronicsSporting goodsOffice suppliesBooks and musicToysHealth and beautyEntertainmentApparelCarsServicesOthers旅遊規模約佔總體三分之v線上旅遊規模最大,約佔總合之30%v旅遊、汽車、服飾以及花卉的市場規模成長幅度最高2002年美國B2C電子商務市場產品類別分析資料來源:Shop.org
7、,Forrester Research,eMarketer,2003年5月單位:十億美元因先後受美伊戰爭以及SARS疫情的影響,2003年上半年線上旅遊營收大幅下滑,線上票務中的藝文及交通類票務亦深受衝擊,但2003年仍較2002年成長15.44%B2C電子商務市場規模資料來源:資策會MIC,2003年6月台灣B2C電子商務規模突破200億單位:新台幣百萬元台灣網路零售佔整體零售不及1%單位:新台幣十億元資料來源:經濟部統計處、資策會MIC,2003年12月雖然目前線上零售所佔比例仍低,但每年均呈快速成長之趨勢相較於美國線上零售約佔1.5之比例,根據成長趨勢預測,我國線上零售應仍有很大成長空間
8、網路零售市場規模-500.01,000.01,500.02,000.02,500.03,000.03,500.00.00%0.10%0.20%0.30%0.40%0.50%0.60%線上零售 0.8 2.1 4.4 7.7 12.2 15.8 total 2,991.2 3,129.6 3,050.7 3,060.6 3,149.7 3,244.2 線上零售比率0.03%0.07%0.14%0.25%0.39%0.49%1999年2000年2001年2002年2003年2004年(f)仍以旅遊 票務 3C為三大主要區隔旅遊產品一支獨秀,2003年佔總體的41.9%,但所佔比例日漸減小仍以旅遊、
9、票務、3C為三大區隔,票務約佔13.8%,3C商品約佔13.9%註1:電腦軟體不含遊戲註2:其他包括雜貨、花卉、精品、食品、傢俱、服飾等項目資料來源:資策會MIC,2003年12月我國B2C電子商務各區隔所佔比例2002年2003年旅遊產品單價高 銷量大旅遊產品平均成交金額及每月成交筆數俱高,堪稱網路最熱門商品註1:票務近乎壟斷局面,故未予計算成交筆數;其它包括食品、雜貨、廚具等,因品項繁多,不予計算該類平均成交金額及平均成交筆數註2:回卷家數215資料來源:資策會MIC,2003年12月我國B2C電子商務市場產品類別分析15Internet Marketing and E-Tailing(c
10、ont.)Characteristics of successful e-tailinghigh brand recognition(Lands End)guarantee provided by highly reliable or well-known vendors(Dell)digitized format(software)relatively inexpensive items(office supplies)frequently purchased items(groceries)commodities with standard specifications(books),ph
11、ysical inspection unimportantwell-known packaged items that cannot be opened even in a traditional store(vitamins)16重點信任機制品牌標準推薦經驗貨品運送17E-Tailing Business ModelsClassification by distribution channelMail-order retailers that go onlineDirect marketing from manufacturersPure-play e-tailersClick-and-mo
12、rtar retailersInternet(online)malls18E-Tailing Business Models(cont.)19E-Tailing Business Models(cont.)Direct marketing by mail order companiesdirect marketing:broadly,marketing that takes place without intermediaries between manufacturers and buyers;in the context of this book,marketing done online
13、 between any seller and buyere.g.東森20E-Tailing Business ModelsDirect sales by manufacturersSellers understand their markets better because of the direct connection to consumers,and consumers gain greater information about the products through direct connection to the manufacturersExample:Dell Comput
14、ersbuild-to-order approach of customization21E-Tailing Business Models(cont.)Pure-play e-tailersVirtual(pure-play)e-tailers:Firms that sell directly to consumers over the Internet without maintaining a physical sales channelExamples:博客來22E-Tailing Business Models(cont.)Click-and-mortar retailers:Bri
15、ck-and-mortar retailers with a transactional Web site from which to conduct businessBrick-and-mortar retailers:Retailers who do business in the non-Internet,physical world in traditional brick-and-mortar storesMultichannel business model:Describes a company that sells in multiple marketing channels
16、simultaneously(e.g.,both physical and online stores)23E-Tailing Business Models(cont.)Retailing in online mallsReferring directoriesdirectory organized by product typecatalog listings or banner ads at the mall site advertise the products or storesMalls with shared servicesconsumer can find the produ
17、ct,order and pay for it,and arrange for shipmenthosting mall provides these services,but they are executed by each store independently24E-Tailing Business Models(cont.)Other B2C business modelsTransaction brokersInformation portalsCommunity portalsContent creators or disseminatorsViral marketingMark
18、et makersBuild-to-orderService providers25Travel and Tourism Services OnlineMajor travel-related Web sites are:26Travel and Tourism Services Online(cont.)Revenue models of online travel services include:Direct revenues(commissions)Revenue from advertisingConsultancy feesSubscription or membership fe
19、esRevenue-sharing feesOthers 27Travel and Tourism Services Online(cont.)Services provided:Traditional servicesproviding general informationreserving and purchasing tickets,accommodations,and entertainment28Travel and Tourism Services Online(cont.)Unique servicestravel tips(a visa problem)electronic
20、travel magazinesfare comparisonscurrency conversion calculatorsworldwide business and place locatorsoutlet for travel accessories and booksexperts opinionsmajor international and travel newsdetailed driving maps and directions chat rooms and bulletin boardsfrequent-flier dealsonline travel auctions2
21、9Travel and Tourism Services Online(cont.)Impact of EC on the travel industryConsumers who used to order accommodations directly from a hotel are now using the Internet to compare prices and frequently are buying from an intermediary(H)30Travel and Tourism Services Online(cont.)Corporate travelTo re
22、duce corporate travel costs,companies can make arrangements that enable employees to plan and book their own tripsUsing online optimization tools provided by travel companiesTravel authorization software checks availability of funds and compliance with corporate guidelines31Employment Placement and
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