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1、Andreas S.Weigend,PhD韋思岸教授,EMBA2002/11,E-Business(2):A Case电子商务(2):亚马逊公司Material A 2000(HBS No.9-801-194)A Update 2001(HBS No.9-801-392),China Europe International Business School中欧国际工商学院,Amazons“Platform”亚马逊公司的“平台”,State-of-the-art technology先进的技术 Deep e-commerce expertise 精深的电子商务专长 Inventory manag
2、ement 库存管理 Distribution capability 分销能力 Order fulfillment 完成定单Robust business partner network 强大的商业伙伴网络Brand 品牌50 Million Customers 5000万客户 and their data 和他们的数据Need clean privacy policy anddatabase protection需要公正的隐私政策和数据库保护,2-2,Copyright 2002 Weigend Associates LLC,1.Selection 筛选,2.Ease of use/,con
3、venience,使用容易/方便,3.Price 价格,China Europe International Business School中欧国际工商学院,Amazons Approach:Customer-centric亚马逊公司的方法：客户至上,Core business:Help people make purchase decisions核心业务：帮助人们做出购买决策 Include negative reviews 包括对负面因素的回顾-Customers appreciate to not have things pushed客户希望一切井然有序，不草率 Compute metr
4、ics from proprietary data根据专门数据估计出衡量指标Customer service,e.g.,generous return policy客户服务，例如慷慨的退货政策,3 Elements3大要素 Listen 倾听 Innovate 创新 Personalize 个性化2-3China Europe International Business School中欧国际工商学院,“Customer Store”“客户商店”(not just an onlinebookstore!)Copyright 2002 Weigend Associates LLC Details
5、细节,1)Listen 倾听 Survey result:Find out what customers want 弄清客户所需 客户调查:Methodology 方法-Explicit data:Surveys 数据明示：调查-Implicit data:Click analysis 数据暗示：点击分析2)Innovate“on the behalf of the customers”“代表客户”创新Anticipating,offer them beyond what they think of themselves预测客户需求，并超其所期 E.g.,One-click checkout
6、例如，点击式检查 E.g.,Recommendations 例如，提出建议3)Personalize 个性化Based on user-specific data collected at previous Amazon visits根据亚马逊过去收集的客户特定数据 This is qualitatively new on Web 这是网络质的突破,2-4,Copyright 2002 Weigend Associates LLC,China Europe International Business School中欧国际工商学院Amazons Web Site Features亚马逊公司的网
7、站特色Personalization 个性化 Evolving user interface 不断演进的用户界面 Recommendations 建议(Bundling,cross-selling,marketing 捆绑、交叉销售和营销)-Based on co-purchases of others with this specific item基于人们在购买这一特定物品时同时购买的其他物品-Based on“similarity”to others(taste,style)根据与其他可能本来不会购买这一物品的人的“相似性”Community features 社区特色 Reviews 回
8、顾-By experts-By other customers Customer ratings 邀请客户评分-Benefit for customer:To obtain better recommendations in the future征求未来的改进建议-Benefit for Amazon:Increase switching cost/stickiness,增强与客户之间的粘性，增加客户转换成本 Lists 列表Ease of use 易于使用 One-Click Ordering 点击式购物,2-5China Europe International Business Scho
9、ol中欧国际工商学院2-6,Copyright 2002 Weigend Associates LLC Copyright 2002 Weigend Associates LLC,China Europe International Business School中欧国际工商学院,Myth#1神话1,The Internet changes everything.互联网改变了一切。Not really,according to Bezos,since human beings like things certainways,no matter how much the technology a
10、dvances.For instance,physical stores arent going away any more than movie theaters didwith the advent of television.People like to go outside and gettogether with others,Bezos observed.Since bricks-and-mortaroperations cant compete with e-commerce on price,however,theyllfocus on other things,such as
11、 making shopping a more entertainingexperience.Bezos认为，并非完全如此，因为不管技术如何进步，人们对事物仍有特定的偏好。例如，电视时代的到来并没有导致多少家电影院关门大吉。许多商家实实在在的门面店铺也没有因为虚拟购物环境而消失。Bezos观察后认为，“人们喜欢外出与他人在一起。”现实购物环境中的店铺虽无法在价格上与电子商务网站竞争，但他们可以把重点转向其他方面，比如营造出令人愉悦的购物环境和体验。,2-7China Europe International Business School中欧国际工商学院,Copyright 2002 Weig
12、end Associates LLC Myth#2神话2,There are no barriers to entry on the Internet.互联网畅通无阻。If thats the case,asked Bezos,how do you explain the factthat Amazon and other e-commerce companies are investinghundreds of millions of dollars in their businesses.The fact ofthe matter is,the barriers to entry on t
13、he Internet are high andgetting higher in the face of technological developments thatwill make todays online stores seem quaint at best in the nextfive to ten years.Bezos认为，如果是这样的话，那么你又如何解释亚马逊和其他电子商务公司在业务上投入上亿美元的资金这一事实？事实情况是，互联网的进入壁垒很高，而且随着技术的进步，这一壁垒越来越高。最多在今后的5到10年内，这就会导致目前的网上店铺显得有些不合时宜。,2-8,Copyri
14、ght 2002 Weigend Associates LLC,China Europe International Business School中欧国际工商学院,Myth#3神话3,Intermediaries are dead.中介消失。Intermediaries are a fact of life to some degree,Bezos asserted.The litmus test will be who adds value and who doesnt.Thosethat dont will be toast.Bezos认为，从一定程度上来说，中介是客观存在的。问题的关键
15、是看哪些中介能够增值，哪些不能增值。不能增值的中介将淘汰出局。,2-9China Europe International Business School中欧国际工商学院,Copyright 2002 Weigend Associates LLC Myth#4神话4,There are going to be only a few winnersin the Internet economy.互联网经济将只有少数赢家。Bezos doesnt believe that one for a second.The world of e-commercewill be as richly varie
16、d as the physical world,probably more so,hesaid,because more business models are possible online.But thatdoesnt mean that success is in the cards for everyone,he cautioned.I liken it to the Cambrian era 550 million years ago,which saw thedevelopment of multicelled life.While nature tried every kind
17、ofexperiment possible,the creation of new species was offset by theextinction of others.”Bezos对此根本就不相信。“电子商务世界将与现实世界一样极具多样性，而且可能有过之而无不及，”他说，“因为网络会培育出更多的商业模式。”但这并非意味着人人都能成功。他提醒说，“这就好比是5.5 亿年前的寒武纪时代，当时记录了多细胞生物的发展历程。但大自然中屡试不爽的规律是，新物种的诞生总是伴随其他物种的灭绝。”,2-10,Copyright 2002 Weigend Associates LLC,China Euro
18、pe International Business School中欧国际工商学院,Myth#5神话5,Its easy for bricks-and-mortar retailersto extend their business.传统的非网络零售商很容易就可以利用互联网拓展他们的业务。Forget about it,said Bezos.Its an easy trap for people to fall into,he explained,because they reason that a store is a store,whetherits physical or on line.
19、Not so.Take books,for example.Onlinesellers are essentially in the technology business;off-lineoperations are in the real estate business.One group dealsmainly with variable costs,the other with fixed costs.Below thesuperficial similarities,the differences run deep.Bezos认为，你可别指望这个。人们很容易陷入这样的误区，因为他们认
20、为不管是实际存在的，还是网上虚拟的，店铺就是店铺。但事实并非如此。就拿书籍销售为例。从根本上来说，网上销售商处于技术行业，而非网络销售商则属于房地产行业。其中一方主要是处理可变成本，另一方则处理固定成本。虽然两者表面上类似，但却存在很大的实际差异。,2-11China Europe International Business School中欧国际工商学院,Copyright 2002 Weigend Associates LLC Myth#6神话6,Current market leaders cant fail.目前的市场领先者不会失败。If they take their eyes of
21、f the customer,just watch them,saidBezos.In addition,many business pioneers were good at risktaking until they became successful and had something tolose.Then they fell off the leading edge and never recovered.Bezos认为，如果他们不再关注客户的话，那你就等着看他们的下场。而且，许多创业者在获取成功、有了可以损失的资本之前都十分善于冒险。而在此之后，他们就会失去领先优势，再也无法恢复元
22、气。,2-12,Copyright 2002 Weigend Associates LLC,China Europe International Business School中欧国际工商学院,Myth#7神话7,Every company needs an Internet strategy.每个公司都需要有互联网战略。Not.The Internet is an enabling horizontal layer that is causingbroad disruptions across a big part of the economy,but its notfor every in
23、dustry,Bezos concluded.Yet you see peoplemaking business decisions based on the Internet,even where itdoesnt belong.”并非如此。“互联网具有创造性破坏的功效，可以涉及到大部分的经济领域，但并非涵盖没有行业。”Bezos总结说，“不过，即使在有些互联网没有覆盖的领域，你也会看到人们基于互联网制定商业决策。”,2-13,Copyright 2002 Weigend Associates LLC,China Europe International Business School中欧国
24、际工商学院Question 1Compare Industrial Age and Internet Age economies of scale What are network economies of scale,and how do they differ fromproduction economies of scale?Does As decision to build its own physical distributionand customer service imply that the firm is reverting to anIndustrial Age mode
25、l?How easy(or difficult)is it to launch a new retail product category?,2-14,Copyright 2002 Weigend Associates LLC,China Europe International Business School中欧国际工商学院Question 2AMZN Spring 2001 At what price would you have bought A stock in spring2001?As a member of the board of director of A,what advi
26、cewould you give Jeff Bezos and what actions would you take havetaken in early 2001?AMZN Now Would you buy A stock at the current price?At wouldprice would you sell it?,2-15,Copyright 2002 Weigend Associates LLC,China Europe International Business School中欧国际工商学院Question 3Select one of the companies
27、one of the members in your groupis an executive in.Assume you want to create an on-linestrategy for that company.Which of the ideas Amazon pioneered would you use?,2-16,Copyright 2002 Weigend Associates LLC,China Europe International Business School中欧国际工商学院Question 4Should A enter China?If yes:Why,when,how?Doing what?If no:Why not?,2-17China Europe International Business School中欧国际工商学院2-18,Copyright 2002 Weigend Associates LLC Copyright 2002 Weigend Associates LLC,
