电子商：管理视角chap02.ppt

Chapter 2Retailing inElectronic Commerce Learning Objectives Define the factors that determine the business models of electronic marketing Identify the critical success factors of direct marketing Design the desirable relationship in a direct marketing setting Analyze the critical success factors of electronic intermediaries Identify the typical products that sold well in the electronic market Learning Objectives (cont.) Observe the reactive strategy of traditional department stores Discuss whether electronic commerce should always target global markets Describe the consumer’s shopping procedures on the Internet Discuss the types of aiding-comparison-shopping devices Describe the impact of EC on disintermediation and re-intermediation in retailing Overview of Electronic Marketing Structure Business-oriented Electronic Marketing (B2B) Needs more precise record keeping, trackability, accountability, and formal contracts, usually with high volume of transactions and large amount payments Advantages of Electronic Marketing Direct marketing Customization Online customer service Electronic shopping malls: Intermediaries (e.g. Internet Mall) Stores (e.g. Amazon, J.C.Penney Online) Electronic intermediaries Global marketing Forecast of the B2C Electronic Markets Forecast of the B2C Electronic Markets (cont.) Kinds of items sold Forecast of the B2C Electronic Markets (cont.) What sells on the Internet? Business Models of Electronic Marketing Direct Marketing Manufacturers Vs. Indirect Marketing Manufacturers Business Models of Electronic Marketing (cont.) Proactive Vs. reactive strategic posture toward cybermarketing Proactive strategic posture toward cybermarketing a company’s main distribution channel is the Internet, and internal management such as inventory and operations management is focused to affect the benefit of cybermarketing Reactive strategic posture toward cybermarketing the traditional physical distribution channel is left as the company’s main distribution