电子商务导论英文版第二版第03章.ppt

Chapter 3 Retailing in Electronic Commerce: Products and Services Learning Objectives Describe electronic retailing (e-tailing) and its characteristics. Define and describe the primary e-tailing business models. Describe how online travel and tourism services operate and their impact on the industry. Discuss the online employment market, including its participants, benefits, and limitations. Describe online real estate services. Discuss online stock-trading services. Learning Objectives Discuss cyberbanking and online personal finance. Describe on-demand delivery by e-grocers. Describe the delivery of digital products and online entertainment. Discuss various e-tail consumer aids, including comparison-shopping aids. Identify the critical success factors and failure avoidance tactics for direct online marketing and e-tailing. Describe reintermediation, channel conflict, and personalization in e-tailing. Internet Marketing and Electronic Retailing electronic retailing (e-tailing) Retailing conducted online, over the Internet e-tailers Retailers who sell over the Internet Internet Marketing and Electronic Retailing Travel Computer Hardware and Software Consumer Electronics Office Supplies Sport and Fitness Goods Books and Music Toys Health and Beauty Entertainment Apparel and Clothing Jewelry Cars Services Pet Supplies Internet Marketing and Electronic Retailing Characteristics of Successful E-Tailing High brand recognition A guarantee provided by highly reliable or well-known vendors Digitized format Relatively inexpensive items Frequently purchased items Commodities with standard specifications Well-known packaged items that cannot be opened even in a traditional store E-Tailing Business Models E-Tailing Business Models Classification by Distribution Channel Mail-order retailers that go online Direct marketing from manufacturers Pure-play e-tailers Click-and-mortar retailers (; ) Internet (online) malls E-Tailing Business Models direct marketing Broa