BC企业对消费者电子商务.ppt

B2C企業對消費者電子商務C2C消費者對消費者電子商務 記得上週提到: Tuesday, October 1 2002 12:06am ET 競爭力的提升 EC經營模式 Channel Master Customer Magnet Value Chain Pirate Digital Distributor B2C企業對消費者電子商務 Yahoo! Excite Infoseek Lycos Innovative and risk taking High traffic generated by good marketing skills Frequent visits by customers Broad range of topics, which provides potential for broad profiles Strength in building partnership Geocities XOOM Theglobe Customers focused rather than vendor focused Strong trust-based relationship Innovative and risk taking 雅虎併購網路社團領先業者GeoCities 網路社團的確是雅虎較弱的一環，自然想靠GeoCities來加強 所費不貲，雅虎為此付出GeoCities當時市場價值兩倍的35億6000萬美元的等值股票 GeoCities會為雅虎帶來什麼利益? 走向網聯模式強化終點站: GeoCities的網頁代管和個人網頁等服務都是會牢牢抓住使用者的特色，使得雅虎的使用者不再只是路過雅虎，而是會留在雅虎內，使用它的服務 2. 增加會員: 扣掉重複會員的部份，GeoCities至少能為雅虎增添1000萬名會員 3. 盈餘不稀釋: GeoCities最大的成本來自廣告行銷費用，在1998第四季中廣告行銷費用為總營業額的105% 把GeoCities廣告行銷費用除去，則GCTY的營運毛利為37%*，與雅虎的36%幾近相等。GeoCities併入雅虎之後，不必再花錢廣告 雅虎併購GeoCities後，將使得只以網路社團事業為主的T(TGLO)和X(XMCM)飽受威脅，也因此將帶動其他的併購交易 Amazon Beyond CDnow Onsale E*trade The Most Important People Shaping Technology Today 1. A A 1999 is the Year of E C, A is prime mover adds customers so fast that it doesnt have time to make money staked out the book market, to the horror of off-line leader Barnes Noble Music and video competitors CDNow and N2K had to merge to fight off Amazons challenge A move into toys and electronics build a network of 800,000-sq.-ft. warehouses across the country optimized for 10 times as many sales as it does today Where Bezos doesnt build, he buys millions of customers, powerful currency in negotiating deals rewrite the book on e-commerce Doubleclick 24/7 media Understanding of tools and skills required to capture customer information Infrastructure to capture information across web sites Broad perspective on consumer behaviors Innovative and risk taking DCLK成立於1996年1月，在1998年2月25日公開上市，是廣告資源外包服務業者，提供網路廣告解決方案給廣告客戶。DCLK的營業額主要來自DoubleClick Network和DoubleClick Direct上的廣告收益 DoubleClick Network的商業模式