2009_e-business-lectures-06-strategy.pptVIP

中国北京 对外经济贸易大学 王健教授 电子商务战略Dot-Com Strategy Vision, governance, resources, infrastructure, and alignment are the stepping stones to a successful web strategy. Building on your current operations, experimenting with new approaches, and creating new business models all play a part. By Professor N. Venkatraman (Sloan Management Review Spring 2000) 电子商务战略五步骤 What‘ s your strategic vision for the do-com operations? How do you govern the dot-com operations? How do you allocate key resources for the dot-com operations? What‘ s your operating infrastructure for the do-com agenda? 电子商务战略五步骤 Do your members of your management team play complementary roles? 战略愿景 针对传统商务模式（Build on your current business models） Cost Leadership （成本领先，GE、Dell） Enhancing Services（服务提升，FedEx tracking） eg. Timely updates, product enhancements, rapid resolution of problems, personalized interaction 战略愿景 创建新型商务模式（Create new business models） Create new rules of business Develop scenarios of new business models MP3 and the big four - Universal, BMG, Warner EMI and Sony 战略愿景 尝试新方案（Experiment with scenarios） Custom-designed PG and cosmetics(), Nike and shoes (/id) , , and Publishing , , Media (媒体合一), , CNN.com 管理控制战略 双重决策模型 Operational decisions（运营决策） production, sourcing, logistics, marketing and human resources Financial decisions（财务决策） investment logic, funding sources, and performance criteria 管理控制战略－分开与整合战略 在网上将运营与财务分开 Wal-M is being contemplated as a separate company with funding from Accel Partners. 前提条件 愿意创新 分开战略在技术和企业运营继承上切实可行 对分支机构给予放权（筹资、结盟、录取新人等方面） 管理控制战略－分开与整合战略 将传统业务向新型商务模式整合 Encyclopedia Britannica() Cisco(70% of customer inquiries handled on line and 64% of sales conducted through the Net. Intel (40% of sales online) 前提条件 客户的理解、高层的重视、全体动员 管理控制战略－分开与整合战略 转型阶段的切入点 财务杠杆效应：发行股票、风险资本 关系杠杆效应：内部重组、外部重组（战略联盟） 资源分配战略 尝试战略转型 (Placing strategic bets) 学会凭借联盟资源(Learning how to leverage your alliances) 外包运营与维护(Outsourcing dot-com operations and maintaining operational parity) 资源分配战略模型 基础实