ec03电子商务零售.pdfVIP

第三章 第三章 Retailing in Electronic Commerce: Retailing in Electronic Commerce: Products and Services Products and Services 电子商务零售：产品与服务 电子商务零售：产品与服务 Electronic Commerce 电子商务 Learning Objectives 1. 电子零售及其特点 2. 电子零售的主要商业模式 3. 各种电子零售购物支持工具 4. 各种电子零售市场 5. 在线直销和电子零售的成功因素 和避免失败的策略 6. 各种在线产品和服务 2 一、网络营销 一、网络营销 和电子零售业 和电子零售业 Electronic Commerce 电子商务 网络营销和电子零售业 Overview of e-tailing Electronic retailing (e-tailing): Retailing conducted online, over the Internet E-tailers: Those who conduct retail business over the Internet 4 Electronic Commerce 电子商务 What sells best on the Internet?  Computer hardware  Books and music and software  Toys  Consumer electronics Health and beauty  Sporting goods  Entertainment  Office supplies  Jewelry  Cars  Services  Others 5 Electronic Commerce 电子商务 适于网络销售的商品 较高的品牌认知(high brand recognition)  由知名或较高信赖度的卖方提供保障 (guarantee provided by highly reliable or well-known vendors) 数字化格式(digitized format) 价钱便宜的东西(relatively inexpensive items ) 6 Electronic Commerce