南京财经大学电子商务双语版chapter4.ELECTRONIC MARKETPLACES.ppt

ELECTRONIC MARKETPLACES 4.1 The structure of business models 4.2 Electronic markets 4.3 Electronic Intermediation 4.4 Online retailing 4.5 B2B EC 4.4.5Problems with E-Tailing 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 Problems with E-Tailing 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 Issues in E-Tailing Disintermediation: The removal of organizations 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 Issues in E-Tailing (cont.) Channel conflict: Situation in which an online marketing channel upsets the traditional channels due to real or perceived damage from competition Issues in E-Tailing (cont.) Determining the right price prices competitive on the Internet 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 A: The King of E-Tailing The opportunity July 1995, e-tailing pioneer A, offered books via an electronic catalog from its Web site () The company has continually enhanced its business models and electronic store by: A: The King of E-Tailing (cont.) Technology used A has expanded in a variety of directions: offers specialty stores (professional and technical store) expands its editorial content through partnerships with experts in certain fields increases product selection with the (used and out-of-print titles) expands its offerings beyond