The Internet Past and Present pearsoncmg互联网的过去和现在pearsoncmg.pptVIP

Business-to-Consumer E-Commerce Learning Objectives Summarize the principles of the main types of online business-to-consumer (B2C) activities List the major players in the B2C arena Explain the challenges of B2C firms Articulate the difficulties of e-retailing in general and delivery in particular Learning Objectives Explain the concept of channel conflict Contrast failure and success factors in online B2C ventures List the major future developments that are anticipated in online B2C commerce Business-to-consumer (B2C) hoopla Why consumers shop on the Internet: Convenience Saving time Comparative shopping The business of e-retailing Characteristics, issues, and challenges Retailing waves Elements of e-retailing E-tailing site must: Promote the items offered for sale Provide a search mechanism Comparison software Provide the means to process purchases and payments Diminishing importance of brand names A brand name is a short cut when there is no convenient access to information about a product The plentiful and easily accessible information available on the Internet reduces the need to rely on brand names Repeat business challenge Attract web surfers to spend more time at the e-tailing site Convert visitors into buyers A major challenge Conversion rate - the rate at which visitors are converted into buyers Delivery challenge Prompt delivery is the greatest challenge for B2C businesses Channel conflict A direct manufacturer-to-consumer channel may compete with the traditional distribution channels How to circumvent channel conflicts? Sell online items that are not distributed through retailers Use a different brand name for items sold online Challenging warehouse-to-retail transition Great difference in logistics between traditional and e-retail Labor transportation costs shift from the customer to the retailer “Last mile” problem Portal strategy A firm offers many different, but related services to consumers By aggregating service requests, economies of