電子商務(wù)中的零售：產(chǎn)品和服務(wù)-資料下載頁
2025-09-19 17:45本頁面
【導(dǎo)讀】電子商務(wù)中的零售：產(chǎn)品和服務(wù)。全球?qū)掝l用戶數(shù)急速成長。資料來源：eMarketer，資策會(huì)MIC整理，2020年4月。寬頻的普及將促使網(wǎng)頁呈現(xiàn)以及網(wǎng)路廣告形式走向多媒體。表現(xiàn)方式，同時(shí)亦有助於帶動(dòng)線上影音、線上學(xué)習(xí)等需求。拉丁美洲東歐非洲及中東?？傆?jì)$資料來源：ForresterResearch，2020年。2020年全球B2C電子商務(wù)市場規(guī)模。北美地區(qū)2020年B2C電子商務(wù)規(guī)模佔(zhàn)全球%，其中美國約為720億。西歐與亞太地區(qū)則僅次於北美。西歐與亞太地區(qū)已具備基本要件，最具發(fā)展電子商務(wù)潛力。書籍名列線上購物產(chǎn)品榜首。消費(fèi)性電子產(chǎn)品13. 玩具/遊戲軟體4. 珠寶/時(shí)尚產(chǎn)品3. 股票/金融商品2. 全球網(wǎng)路消費(fèi)者購買頻次較高的產(chǎn)品品項(xiàng)包括書籍、音樂產(chǎn)。品、服飾、消費(fèi)性電子產(chǎn)品、旅遊產(chǎn)品等。旅遊規(guī)模約佔(zhàn)總體三分之ㄧ。線上旅遊規(guī)模最大，約佔(zhàn)總合之30%. 旅遊、汽車、服飾以及花卉的市場規(guī)模成長幅度最高。2020年美國B2C電子商務(wù)市場產(chǎn)品類別分析。仍以旅遊票務(wù)3C為三大主要區(qū)隔。旅遊產(chǎn)品一支獨(dú)秀，2020年佔(zhàn)總體的%，但所佔(zhàn)比例日。仍以旅遊、票務(wù)、3C
【正文】 Webtrust 49 Successful ClickandMortar Strategies Speak with one voice Empower the customer Leverage the multichannels 50 Problems with ETailing and Lessons Learned Reasons retailers give for not going online include: product is not appropriate for Web sales lack of significant opportunity too expensive technology not ready online sales conflict with core business 51 Problems with ETailing and Lessons Learned (cont.) Failures in B2C dots —a creative idea for ondemand deliveries of movie rentals—difficulty in how to return the videos —difficulty in delivering products in a timely manner —registering for courses etc. online was not popular with consumers 52 Problems with ETailing and Lessons Learned (cont.) —business model called for selling a large amount of ad impressions, which proved to be impossible —cost of acquiring customers was too costly 53 Problems with ETailing and Lessons Learned (cont.) Lessons learned: Don’t ignore profitability Manage new risk exposure Watch the cost of branding Do not start with insufficient funds The web site must be effective Keep it interesting 54 Issues in ETailing Disintermediation: The removal of anizations or business process layers 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 55 Issues in ETailing (cont.) Cybermediation (electronic intermediation): The use of software (intelligent) agents to facilitate intermediation Hypermediation: Extensive use of both human and electronic intermediation to provide assistance in all phases of an emerce venture 56 Issues in ETailing (cont.) Unbundling: old economy processes will be broken into specialized segments that can be delivered by specialized intermediaries Channel conflict: Situation in which an online marketing channel upsets the traditional channels due to real or perceived damage from petition 57 Issues in ETailing (cont.) Determining the right price prices petitive on the Inter prices should be in line with the corporate policy on profitability Personalization use cookie files and other technologies to track the specific browsing and buying behavior of each consumer marketing plan tailored to that consumer’s pattern 58 Managerial Issues Should we grab a firstmover advantage or wait and learn? What should our strategic position be? Are we financially viable? Should we recruit out of town? 59 Managerial Issues (cont.) Are there international legal issues regarding online recruiting? Do we have ethics and privacy guidelines? How will intermediaries act in cyberspace? Should we set up alliances? 60 Summary The scope of etailing Etailing business models How online travel/tourism services operate The online job market and its benefits The electronic real estate market Online trading of stocks and bonds 61 Summary (cont.) Cyberbanking and personal finance Ondemand delivery service Delivery of digital products Aiding consumer purchase decisions Critical success factors Disintermediation and reintermediation
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