【正文】 Quick diagnosis, less maintenance staff ? Database asset – Selling information ? Maintenance records of appliance can be sold to manufacturers ? Credit cards billing records can be sold to retailers – Developing service ? Study members characteristics – Single, bee married, with children – Senior (cruise) – Lifestyle relationship – Micromarketing ? American Express can tell when their member get married – Analyze their customer’s changing spending pattern ? Walmart’s shopping cart analysis – Beers and Diaper ? Productivity enhancement Retailer can make better use of shelves space by matching displaced products – Inventory status ? The daily updates of sales, manufacturing and distribution keep fresh products moving through the system – Data Envelopment Analysis ? A linear programming can optimize multiple inputs and multiple outputs Exploiting the Virtual Value Chain Production Distribution Retailing Customer Physical Value Chain Apply the generic valueadding steps of the information world: Gather Organize Select Synthesize Distribute to each physical activity to create virtual value. Virtual Value Chain New New New New Processes Knowledge Products Relationships (Stage 1) (Stage 2) (Stage 3) (Stage 4) 230 eCommerce Implementation The Virtual Value Chain ? Marketplace vs Marketspace ? Creating New Markets Using Information (Gather, Organize, Select, Synthesize, and Distribute) Four Stage Evolution ? 1st Stage (New Processes): See physical operations more effectively with information (USAA “paperless operation”). ? 2nd Stage (New Knowledge): Substitute virtual activities for physical (USAA “automate underwriting”). ? 3rd Stage (New Products): Use information to deliver value to customers in new ways (USAA “event oriented service”). ? 4th Stage (New Relationships): Seek customer collaboration in cocreation of value (USAA “online financial planning service”). 231 ? Economics of Scalability – Scalability: ability to improve contribution margin (revenue – variable cost) as sales volume increase ? Conduct only information or data transfer service – Google, Facebook, online encyclopedia ? Allow customers to serve themselves – Online reservation, 線(xiàn)上選課系統(tǒng) ? Let customers serve customers – Online auctions Dimensions High Scalability