【正文】 Systems to Achieve Competitive Advantage Essentials of Business Information Systems Chapter 3 Achieving Competitive Advantage with Information Systems 169。 2022 by Prentice Hall Information System Strategies for Dealing with Competitive Forces ? Basic strategy: Align IT with business objectives – 75% of businesses fail to align their IT with their business objectives, leading to lower profitability – To align IT: ? Identify business goals and strategies ? Break strategic goals into concrete activities and processes ? Identify metrics for measuring progress ? Determine how IT can help achieve business goals ? Measure actual performance Using Information Systems to Achieve Competitive Advantage Essentials of Business Information Systems Chapter 3 Achieving Competitive Advantage with Information Systems 169。 2022 by Prentice Hall Information System Strategies for Dealing with Competitive Forces ? Lowcost leadership – Use information systems to achieve the lowest operational costs and the lowest prices – . WalMart ? Inventory replenishment system sends orders to suppliers when purchase recorded at cash register ? Minimizes inventory at warehouses, operating costs ? Efficient customer response system Using Information Systems to Achieve Competitive Advantage Essentials of Business Information Systems Chapter 3 Achieving Competitive Advantage with Information Systems 169。 2022 by Prentice Hall Using Information Systems to Achieve Competitive Advantage Essentials of Business Information Systems Chapter 3 Achieving Competitive Advantage with Information Systems WalMart’s continuous inventory replenishment system uses sales data captured at the checkout counter to transmit orders to restock merchandise directly to its suppliers. The system enables WalMart to keep costs low while finetuning its merchandise to meet customer demands. 169。 2022 by Prentice Hall Information System Strategies for Dealing with Competitive Forces ? Product differentiation – Use information systems to enable new products and services, or greatly change the customer convenience in using your existing products and services – . Google’s continuous innovations, Apple’s iPhone – Use information systems to customize, personalize products to fit specifications of individual consumers ? Dell ? Land’s End’s mass customization Using Information Systems to Achieve Competitive Advantage Essentials of Business Information Systems Chapter 3 Achieving Competitive Advantage with Information Systems 169。 2022 by Prentice Hall Using Information Systems to Achieve Competitive Advantage Essentials of Business Information Systems Chapter 3 Achieving Competitive Advantage with Information Systems On the Dell Inc. Web site, customers can select the options they want and order their puter custom built to these specifications. Dell’s assembletoorder system is a major source of petitive advantage. 169。 2022 by Prentice Hall Information System Strategies for Dealing with Competitive Forces ? Focus on market niche – Use information systems to enable specific market focus, and serve narrow target market better than petitors ? Analyzes customer buying habits, preferences ? Advertising pitches to smaller and smaller target markets – . Hilton Hotel’s OnQ System ? Analyzes data collected on guests to determine preferences and guest’s profitability Using Information Systems to Achieve Competitive Advantage Essentials of Business Information Systems Chapter 3 Achieving Competitive Advantage with Information Systems 169。 2022 by Prentice Hall 客戶分類(lèi) ? 80/20 Pareto Principle ? 重要客戶（ VIP clients） 前 1% ? 主要客戶（ major clients） 前 5% ? 普通客戶（ mon customers） 前 20% ? 小客戶（ minor customers） 169。 2022 by Prentice Hall 客戶金字塔 169。 2022 by Prentice Hall 長(zhǎng)尾理論是網(wǎng)絡(luò)時(shí)代興起的一種新理論，尾理論認(rèn)為，由于成本和效率的因素，過(guò)去人們只能關(guān)注重要的人或重要的事，如果用正態(tài)分布曲線來(lái)描繪這些人或事，人們只能關(guān)注曲線的“頭部”，而將處于曲線“尾部”、需要更多的精力和成本才能關(guān)注到的大多數(shù)人或事忽略。例如，在銷(xiāo)售產(chǎn)品時(shí)，廠商關(guān)注的是少數(shù)幾個(gè)所謂“ VIP”客戶，“無(wú)暇”顧及在人數(shù)上居于大多數(shù)的普通消費(fèi)者。 而在網(wǎng)絡(luò)時(shí)代，由于關(guān)注的成本大大降低，人們有可能以很低的成本關(guān)注正態(tài)分布曲線的“尾部”，關(guān)注“尾部”產(chǎn)生的總體效益甚至?xí)^(guò)“頭部”。例如，某著名網(wǎng)站是世界上最大的網(wǎng)絡(luò)廣告商，它沒(méi)有一個(gè)大客戶，收入完全來(lái)自被其他廣告商忽略的中小企業(yè)。 169。 2022 by Prentice Hall Interactive Session: Organizations Can Detroit Make the Cars Customers Want? Using Information Systems to Achieve Competitive Advantage ? Read the Interactive Session and then discuss the following questions: ? Why is AutoNation having a problem with its inventory? Why is this also a problem for auto manufacturers such as GM, Ford, and Chrysler? How Is this problem impacting the business performance of AutoNation and of the auto manufacturers? Essentials of Business Information Systems Chapter 3 Achieving Competitive Advantage with Information Systems 169。 2022 by Prentice Hall Interactive Session: Organizations Can Detroit Make the Cars Customers Want? Using Information Systems to Achieve Competitive Adv