Chapter15 E-Commerce Strategy and Global EC(电子商务-英文版).pptVIP

Chapter 15 E-Commerce Strategy and Global EC Learning Objectives Describe the strategic planning process. Understand how e-commerce impacts the strategic planning process. Understand how EC applications are formulated, justified, and prioritized. Describe strategy implementation and assessment, including the use of metrics. Learning Objectives (cont.) Understand the causes of EC failures and lessons for success. Evaluate the issues involved in global EC. Analyze the impact of EC on small businesses. Lonely Planet Travels from Place to Space The Problem Independent travelers depend on a Lonely Planet guidebook to: Help them get to their destination Where to sleep The best places to eat What to see and do At a price they can afford Lonely Planet Travels from Place to Space (cont.) LP’s principal assets are: global brand name dedication of its writers and editorial staff vast library of text, maps, photos, and images community of global travelers who buy LP products and contribute to the company’s knowledge base Lonely Planet Travels from Place to Space (cont.) LP has been successful in the physical marketplace and is now migrating to the electronic marketspace, it must: Apply electronic technologies to its vast library of travel information to reinvent the travel guide Lonely Planet Travels from Place to Space (cont.) Sell its content electronically and not create channel conflicts Make changes in the way it collects information, stores it, and uses it to publish travel guides Lonely Planet Travels from Place to Space (cont.) The Solution LP’s current combination of business models that make up value proposition and revenue model: Content provider Virtual community Direct to consumer Lonely Planet Travels from Place to Space (cont.) Online LP launched these initiatives: online store (LP shop), access to brief destination overviews free updates to currently published guides various forms of travel news a traveler’s bulletin board links to related sites Lon