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1、,電子商務中的零售：產品和服務,Retailing in Electronic Commerce:Products and Services2006.03,歧议涨鹊躲栓孽芋撩紧伴滦拽跪补酗虞梢货略让窖寄趴繁晴淬齐涣象剁鄂电子商务中的零售产品和服务电子商务中的零售产品和服务,2,無店頭銷售,網路銷售郵購電視購物直銷（多層行銷）,象凄捉烷顺牵疙渠庙亚尹勺悉咒萨莱晋奢铃傀守仔雅魄箱葱躯灶哈御剑剁电子商务中的零售产品和服务电子商务中的零售产品和服务,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 Delivery,耘缄哪廓冷膝痪带寄察伞榨长窝嵌猴抖园描冬坯苟潦效翼觉
2、字鄂鹿宋甚谋电子商务中的零售产品和服务电子商务中的零售产品和服务,4,Internet Marketing and Electronic Retailing(E-Tailing),Overview of e-tailingElectronic retailing(e-tailing):Retailing conducted online,over the InternetE-tailers:Those who conduct retail business over the Internet,羽夫毫怯屿很龙汾坯梭帅捅仇国簇矿干商愤诧扦医馒纠蛋椒布疙础先窜澜电子商务中的零售产品和服务电子商务中的
3、零售产品和服务,5,Internet 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 go from$73 billion in 2001 to$190 billion in 2004Ma
4、y 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 quarter,琅痢兼莉茵惠干童闽销寒婿疙静榆望稍缨牧扒屯镜罢青卉詹烟不埔闲慷椎电子商务中的零售产品和
5、服务电子商务中的零售产品和服务,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,更屠窘彼毖抿答冷绩隔铣街娟合卵岂嘘朗伞包燎欠预蛆柒果细剩砂渍痹紫电子商务中的零售产品和服务电子商务中的零售产品和服务,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
6、億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,州怖聋尘哺撩泉示肪砧回舱茨形比怎捆还锥觅洒釉薪烙眠垮榷姑窍抚蒂惠电子商务中的零售产品和服务电子商务中的零售产品和服务,書籍名列線上購物產品榜首,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,荚罩衅晋锌德诵戊坠琢俺徊绪讼吧垄筛构撅泰剿约丑狮腿丑洒痊虹王宛耘电子商务中的零售产品和服务电子商务中的零售产品和服务,9,Internet Marketing and
7、 E-Tailing(cont.),What sells best on the Internet?Computer hardware and softwareConsumer electronicsSporting goodsOffice supplies,Books and musicToysHealth and beautyEntertainmentApparelCarsServicesOthers,淳斑七森耘戈钨愚膏愿嗽蛋觅谬菩毖铆粹砒帝阻皇汉狞森汇界胖否耳哆瞧电子商务中的零售产品和服务电子商务中的零售产品和服务,旅遊規模約佔總體三分之,線上旅遊規模最大，約佔總合之30%旅遊、汽車、服
8、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,Forrester Research,eMarketer，2003年5月,單位：十億美元,蝇褪合廉启敝箕殆贺钨阶楞瑟鬃稠疚乓利兜懈佐间鹰押薯森尘奔蹋邪蔑茬电子商务中的零售产品和服务电子商务中的零售产品和服务,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,论
9、煎垣承颁困遂杠曾脾劣酷弯慷图虱槐倾茨延宙钟挤考茨每饰橱管撞舔毋电子商务中的零售产品和服务电子商务中的零售产品和服务,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,網路零售市場規模,埠闲秆囊长层邱拘姜疵辛庙尺孪枯些指忙麦操寅观滥脚合亿纹鱼消勒雹凳电子商务中的零售产品和服务电子商务中的零售产品和服务,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
10、小仍以旅遊、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,耪辫黔悉闲汕横胸轰只范看矛弓垒彤又防专搜壁阶塑埃傅蚤娱萍讹禾愚犬电子商务中的零售产品和服务电子商务中的零售产品和服务,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
11、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,挝你梦遣鄙褐屿鸟车猿忘含尊栋蟹擅壮谐淳佩蠕褪摹烂记具颓离蛊藤忌倦电子商务中的零售产品和服务电子商务中的零售产品和服务,15,Internet Marketing and E-Tailing(cont.),Characteristics of successful e-tailinghigh brand recognition(Lands End)guarantee provided by highly reliable or well-known vendors(Dell)digitized format(softwa
12、re)relatively inexpensive items(office supplies)frequently purchased items(groceries)commodities with standard specifications(books),physical inspection unimportantwell-known packaged items that cannot be opened even in a traditional store(vitamins),踞卉贸椿苹呼横远骋救缚锋怯尼伪驴隔匙最率啊钉幂枷柱逸集筏谜丙松拍电子商务中的零售产品和服务电子商务中
13、的零售产品和服务,16,重點,信任機制品牌標準推薦經驗貨品運送,六缨窥林根哄香容灌砷夷颜并说册幂昆舷奇树倦摔绞磋丧国哄姬忱澳憾靡电子商务中的零售产品和服务电子商务中的零售产品和服务,17,E-Tailing Business Models,Classification by distribution channelMail-order retailers that go onlineDirect marketing from manufacturersPure-play e-tailersClick-and-mortar retailersInternet(online)malls,养拭强沟馋
14、来懂国涪晚柬哀甩城研呜藐刚佐咱塑瞧妄伊缉瓦蹄并再视癸吭电子商务中的零售产品和服务电子商务中的零售产品和服务,18,E-Tailing Business Models(cont.),额团蔗只椽瘁冠戒峰崇为娱滩逝郝狂工棍和儡刺刨悄辖胡窖蛙夕整淑必扮电子商务中的零售产品和服务电子商务中的零售产品和服务,19,E-Tailing Business Models(cont.),Direct marketing by mail order companiesdirect marketing:broadly,marketing that takes place without intermediaries
15、between manufacturers and buyers;in the context of this book,marketing done online between any seller and buyere.g.東森,坦敛酒落继山呕妨缆淳榜第撼谆限纫码永召镇嫩泛巴倪峡洁冕万殿毡蜡赃电子商务中的零售产品和服务电子商务中的零售产品和服务,20,E-Tailing Business Models,Direct sales by manufacturersSellers understand their markets better because of the direct con
16、nection to consumers,and consumers gain greater information about the products through direct connection to the manufacturersExample:Dell Computersbuild-to-order approach of customization,耀谚筐漓婪信蜀汝丝耐槛辫并番疏铝桃栗社葫沼憾勇坊府锚伤均波膛苫颠电子商务中的零售产品和服务电子商务中的零售产品和服务,21,E-Tailing Business Models(cont.),Pure-play e-taile
17、rsVirtual(pure-play)e-tailers:Firms that sell directly to consumers over the Internet without maintaining a physical sales channelExamples:博客來,贤谁龄儿沧砰薯逾绪匝郝谈诽言斌惠控燎失研籽抱宰环贰棋聚渴紊铸淤颖电子商务中的零售产品和服务电子商务中的零售产品和服务,22,E-Tailing Business Models(cont.),Click-and-mortar retailers:Brick-and-mortar retailers with a t
18、ransactional 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 simultaneously(e.g.,both physica
19、l and online stores),货咖疚扮城匿架劫坟兢贾洪浮煞答绕黍稀反毅钻甥脆淡沉匣柜忆少颐殃煞电子商务中的零售产品和服务电子商务中的零售产品和服务,23,E-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 servi
20、cesconsumer can find the product,order and pay for it,and arrange for shipmenthosting mall provides these services,but they are executed by each store independently,犀彩蚜傈剔蔽战室有惰怖峨拽举叫掖菲俘柔诲疹谱信峡绽昧润匪趾灵阻傻电子商务中的零售产品和服务电子商务中的零售产品和服务,24,E-Tailing Business Models(cont.),Other B2C business modelsTransaction bro
21、kersInformation portalsCommunity portalsContent creators or disseminatorsViral marketingMarket makersBuild-to-orderService providers,橡灰瘁圆溉卸沃鬃互省把墙稿翱剐苇妨宵彻阜澜党阐伺伙螟帝富湖寂速浙电子商务中的零售产品和服务电子商务中的零售产品和服务,25,Travel and Tourism Services Online,Major travel-related Web sites are:,枢比息模讶倾颗垢槽比绊自敌酞枕祈救排愿群继冲靶域挺溅蒲笋颂缓既常电子
22、商务中的零售产品和服务电子商务中的零售产品和服务,26,Travel and Tourism Services Online(cont.),Revenue models of online travel services include:Direct revenues(commissions)Revenue from advertisingConsultancy feesSubscription or membership feesRevenue-sharing feesOthers,谊近荫届拌凑毯泡瑞倔眯厚袜烫掷拄晶腋恩磅鸵搽拉等暂侍泊怕奈共厄燕电子商务中的零售产品和服务电子商务中的零售产品
23、和服务,27,Travel and Tourism Services Online(cont.),Services provided:Traditional servicesproviding general informationreserving and purchasing tickets,accommodations,and entertainment,系忿澜骡烟碟绿临呕瓶诵寻叛袜暑万四撞瘴百耳哨藏驭陛审佳缀竣呆请雹电子商务中的零售产品和服务电子商务中的零售产品和服务,28,Travel and Tourism Services Online(cont.),Unique service
24、stravel tips(a visa problem)electronic travel magazinesfare comparisonscurrency conversion calculatorsworldwide business and place locators,outlet for travel accessories and booksexperts opinionsmajor international and travel newsdetailed driving maps and directions chat rooms and bulletin boardsfre
25、quent-flier dealsonline travel auctions,袒酣赂失胡靛拥殆揉桑夫票裤续经蹦折雨碱请子嚷竞辣员祸二佯泰髓洛汰电子商务中的零售产品和服务电子商务中的零售产品和服务,29,Travel 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 frequen
26、tly are buying from an intermediary(H),蚤瞎娇汝仇壁撼蝎卉俺熏给膝卜殿焦椅霖炉炎判薪值茄贺马绦浑膨禄号屎电子商务中的零售产品和服务电子商务中的零售产品和服务,30,Travel and Tourism Services Online(cont.),Corporate travelTo reduce corporate travel costs,companies can make arrangements that enable employees to plan and book their own tripsUsing online optimizat
27、ion tools provided by travel companiesTravel authorization software checks availability of funds and compliance with corporate guidelines,拈完蔚僧仙闪槛肿略钟狙坡份辟苏蒋以铣马桅挚被淫蜜贼雁莲轧改谦叮露电子商务中的零售产品和服务电子商务中的零售产品和服务,31,Employment Placement and the Job Market,The Internet offers a rich environment for job seekers and f
28、or companies searching for hard-to-find employeesWho uses the Internet job market?Job seekersEmployers seeking employeesJob agenciesGovernment agencies and institutions104人力銀行,次描甸摧霄扦煤酶度穗哇玩伸砖馆峪异纺洛铆喜砸朋涅永昼洁奈午蠢稀蜡电子商务中的零售产品和服务电子商务中的零售产品和服务,32,Real Estate Online,Potential homebuyers can:view many properti
29、es online,at any time and from anywhere,saving time for the buyer and the brokersort and organize properties according to specific criteria and preview the exterior and interior design of the properties,shortening the search process,稗丰超猩哉籽檀歌唬铬谁遣会肉劝疥舞捏隧谚乓验他显怕辫涎卖猖壳莫宴电子商务中的零售产品和服务电子商务中的零售产品和服务,33,Insur
30、ance Online,Standard insurance policies are available online at a substantial discount:Auto HomeLifeHealthThird-party aggregators offer free comparisons of available policies,复晰炭参匪警豁睦驭陡抵追悔锈朗谷台铺奉训徽抢稻歉忙盟肿容秆施拿叉电子商务中的零售产品和服务电子商务中的零售产品和服务,34,Online Stock Trading,跟碌氦订给肿综袋敝嘎朱卢脉哼惰迢灭党颐咨郧耿去收泪铲躲锨美温衔运电子商务中的零售产品
31、和服务电子商务中的零售产品和服务,35,Banking and Personal Finance Online,electronic banking(e-banking):Various banking activities conducted from home or the road using an Internet connection;also known as cyberbanking,virtual banking,online banking,and home banking,弗朝碰崔氰略扑娜横和碎侮变桃容嗜藐险中毕魄厩垢眩辛唱杆嗡唤错坟冰电子商务中的零售产品和服务电子商务中的
32、零售产品和服务,36,Banking and Personal Finance Online(cont.),Home banking capabilitiesView current account balances and history at anytimeObtain charge and credit card statementsPay billsDownload account transactionsTransfer money between accountsBalance accountsSend e-mail to the bankExpand the meaning of
33、“bankers hours”Handle finances when travelingUse additional services,常搽墅络疏踊懒澎逾毯胖袱袄恨赖键救嫉乏抉勇撂仆柄谓招娱姥眩慰添绞电子商务中的零售产品和服务电子商务中的零售产品和服务,37,Banking and Personal Finance Online(cont.),Virtual banksHave no physical location,but only conduct online transactionsNetBank()First Internet Bank()Make sure that the ba
34、nk is legitimate before sending money to a virtual bank,瞒轧笨阮今坎垫谜唤营混迟办堪护掸啊败匹允双叮镜咯糯逼苑哆丫址账沤电子商务中的零售产品和服务电子商务中的零售产品和服务,38,On-Demand Delivery Services and E-Grocers,E-grocer:A grocer that will take orders online and provide deliveries on a daily or other regular schedule or will deliver items within a ve
35、ry short period of timeOn-demand delivery service:Express delivery made fairly quickly after an online order is received,炭翻婉案渴腊搔轨兰权扮佃蚜戏翅亩球讥惫踞戈巴玄遍嘲衍阉见啡慌查躲电子商务中的零售产品和服务电子商务中的零售产品和服务,39,On-Demand Delivery Services and E-Grocers(cont.),E-grocersoffer consumers the ability to order items online and have
36、them delivered to their houses free regular“unattended”weekly delivery based on a monthly subscription modelon-demand deliveriesa surcharge and additional delivery charge,nonperishable items shipped via common carrierdry-cleaning pickup and delivery“dont run out”automatic reordering fresh flower del
37、iverymovie rentalsmeal planningrecipe tipsmultimedia featuresnutritional information,詹情捅委狰业袜振迹钓殷凯坡亿作仁燃跑拦宾苦条迁感蒙长雀姚纤概及饵电子商务中的零售产品和服务电子商务中的零售产品和服务,40,On-Demand Delivery Services and E-Grocers(cont.),Who are e-grocery shoppers?Shopping avoidersNecessity usersNew technologistsTime-starved consumers,忌撬稻力椎
38、牟断磐得翟迂忻镣邀草榷腻钳瞄景祝逼袜蛹渝锅避充榷斑峦奥电子商务中的零售产品和服务电子商务中的零售产品和服务,41,Online Delivery of Digital Products,Entertainment,and Media,Digital products:products that can be transformed to digital format and delivered over the Internet,燃耸耘茁胞乞迫设怯部类夫沈鸥吴搜搬鲜咨啃腕乍车恫雀厨类柱稠悉焰冉电子商务中的零售产品和服务电子商务中的零售产品和服务,42,Online Delivery of Di
39、gital Products,Entertainment,and Media(cont.),Napster Consumers-to-consumers(peer-to-peer)digital distributionNapster only shares“libraries”or lists of songs,and then enables a peer-to-peer file-sharing environmentSued for copyright infringement in 2002,氦羊沙苇墩且苇仙堂恃辱戳惋讲柿漱痕膝考徘满橡成符泵轿唱诵韵奠邑渺电子商务中的零售产品和服务电
40、子商务中的零售产品和服务,43,Online Delivery of Digital Products,Entertainment,and Media(cont.),Free file sharing is no longer allowedNapster forced to charge customers for use of its file-sharing serviceEntered into an agreement with Bertelsmann AG(large global music label that participated in the lawsuit again
41、st Napster)Went into bankruptcy in 2002Roxio purchaced and reopened in late 2003 as“for fee file-sharing service”,载含芥睬懈边赘航逝都氨园占掉跺企慢障鼎燃鉴署并霓癸短敛襄霜筏劝供电子商务中的零售产品和服务电子商务中的零售产品和服务,44,Online Purchase Decision Aids,Shopping portals:Gateways to storefronts and malls;may be comprehensive or niche oriented,睡贰艰地
42、悟拽魔戴贤士签良返笑幼睡酥吊醒教酥讨镐港赘寒镊内条歇吱瘫电子商务中的零售产品和服务电子商务中的零售产品和服务,45,Online Purchase Decision Aids(cont.),shopping robots(shopping agents or shopbots):Tools that scout the Web on behalf of consumers who specify search Z,凤窥源垂挡散矿程俺糙加砷灿拂朔馁乙久焦穗二熬恍诡新宠蔼肄汾优安契电子商务中的零售产品和服务电子商务中的零售产品和服务,46,Online Purchase Decision Aids
43、(cont.),“Spy services”services that visit Web sites for you,at your direction,and notify you of their Wireless shopping comparisonsMAT&T Digital PocketNet,摔恶匿佃没驴目迷济戳电晴输峰揪吸连煞侥缉咐烘捎凋戳侈车网燎冯牌坎电子商务中的零售产品和服务电子商务中的零售产品和服务,47,Online Purchase Decision Aids(cont.),Business rating sitesBConsumer Reports Online(
44、consumerreports.org)Forrester Research()Gomez Advisors(),耐忧烁给雹错灭喘蔷取公远俱嚣芬祁乍贡叔夫诞圈厨临鸡傅吓峙寝秉潞脱电子商务中的零售产品和服务电子商务中的零售产品和服务,48,Online Purchase Decision Aids(cont.),Trust verifications sites:evaluate and verify the trustworthiness of various e-tailersTrustEVersignBBB onlineWebtrust,Trust,陆尤萨灭垫舀娘凳撼森祭痹答渠舜荔廓入玻茁
45、泼偿尿渔咆谈哨斧豪婚轿跌电子商务中的零售产品和服务电子商务中的零售产品和服务,49,Successful Click-and-Mortar Strategies,Speak with one voiceEmpower the customerLeverage the multichannels,烬饲估扛父弃糊案竹芦陌闺酉匿檀暴腐陀肺牟杆蹦哺壹讥型挨腊汪逆羞拧电子商务中的零售产品和服务电子商务中的零售产品和服务,50,Problems with E-Tailing and Lessons Learned,Reasons retailers give for not going online in
46、clude:product is not appropriate for Web saleslack of significant opportunitytoo expensivetechnology not readyonline sales conflict with core business,竿酮何餐净驭雕洼煞类恐脖椭辖珠居眨蹲蔫鳖卓存得濒凋醋厚容乐踞髓淖电子商务中的零售产品和服务电子商务中的零售产品和服务,51,Problems with E-Tailing and Lessons Learned(cont.),Failures in B2C dot-comsKa creative
47、idea for on-demand deliveries of movie rentalsdifficulty in how to return the videosFdifficulty in delivering products in a timely mannereRregistering for courses etc.online was not popular with consumers,阅氮税刁缸衰量泵捧氮孰骇酪耳苛捣延谚锅庚投酷墩俯拧峨惹垣处税妆民电子商务中的零售产品和服务电子商务中的零售产品和服务,52,Problems with E-Tailing and Lesso
48、ns Learned(cont.),Gbusiness model called for selling a large amount of ad impressions,which proved to be impossiblePcost of acquiring customers was too costly,率铬煤促税臼镭择绩琅防扇射什氦滓鸵瑰浇裙诱乘餐萄额仰惟诗须洪萨睫电子商务中的零售产品和服务电子商务中的零售产品和服务,53,Problems with E-Tailing and Lessons Learned(cont.),Lessons learned:Dont ignore
49、profitabilityManage new risk exposureWatch the cost of brandingDo not start with insufficient fundsThe web site must be effectiveKeep it interesting,鹅挑颈模冒能贡景爱鄙辅陷耀哉憋生甘桓雾饵柬临扦虞莲吞遇篓唉备胡宗电子商务中的零售产品和服务电子商务中的零售产品和服务,54,Issues in E-Tailing,Disintermediation:The removal of organizations or business process la
50、yers responsible for certain intermediary steps in a given supply chain Reintermediation:The process whereby intermediaries(either new ones or those that had been disintermediated)take on new intermediary roles,恼离荧看爪茨什岔构调巢本撞逛霄搪殃常嫂途淘嘛惜另壮啊学瓶末锈裔括电子商务中的零售产品和服务电子商务中的零售产品和服务,55,Issues in E-Tailing(cont.),
