电子商务研演示课件讲稿.pptVIP

电子商务研究 Welcome to e-business study 2018-2-7 2 第六讲：电子商务实施 电子商务战略 电子商务模式的选择与实施 2018-2-7 3 1、电子商务战略 E-Business strategy ： 首先规划企业的电子商务战略 2018-2-7 4 IBM电子商务战略 IBM focused on key initiatives: e-commerce— selling more goods via the Web e-care for customers— providing all kinds of customer support on-line e-care for business partners— dedicated services providing faster, better information for these important groups e-care for employees— improving the effectiveness of IBMers by making the right information and services available to them e-procurement— working closely with IBM’s customers and suppliers to improve the tendering process and to better administer the huge number of transactions involved e-marketing communications— using the Internet to better communicate IBM’s marketing stance 2018-2-7 5 IBM电子商务战略 4个目标 企业向电子商务转移：To lead IBM’s strategy to transform itself into e-business and to act as a catalyst to help facilitate that transformation. 提高效益：To help out business units become more effective in their use of the Internet/intranet, both internally and with their customers. 建立在线环境：To establish a strategy for the corporate Internet site. This would include a definition of how it should look, ‘feel’ and be navigated. In short, to create an online environment most conducive to customers doing business with IBM. 向客户展现电子商务的潜能：To leverage the wealth of e-business transformational case studies there are within IBM to highlight the potential of e-business to IBM’s customers. 2018-2-7 6 Cisco 电子商务战略 Cisco Connection Online Cisco Supplier Connection Cisco Employee Connection 2018-2-7 10 顾客需求调研 顾客需求调研表的设计： 2018-2-7 11 顾客需求的分析 2018-2-7 12 顾客需求的变化? Value Migration in Book Retailing 2018-2-7 13 如何成为顾客的第一选择? 分析：顾客如何作出关于购买产品/服务的决定？如何来维护顾客、加深与顾客的关系？ 产品如何交到顾客手里——产品/服务的营销、销售、交付过程 2018-2-7 14 环境分析 企业环境 社会、政治、经济 行业趋势 顾客、供应商、产品/服务 技术趋势 产品/服务技术 竞争对手分析 前5名竞争对手 2018-2-7 15 核心资源和能力评估 核心资源 市场资源 技术与产品 基础资源 人才资源 …… 核心能力 获取核心资源的能力 整合核心资源的能力 创新的能力 2018-2-7 16 能力评估领域 Customer interaction Produ