創造企業新一代完全行銷通路的關鍵技術陳立偉博士 intershop 2004.02.18. e...

創造企業新一代完全行銷通路的關鍵技術

陳立偉博士INTERSHOP

2004.02.18

ee 網打盡網打盡 - - 創造多通路銷售創造多通路銷售研討會研討會

Database

B2C e-commerce

B2C e-commerce

•Personalization

•On-line marketing

•Affiliate selling

•Order tracking

•. ………………..

•Personalization



•Order tracking

•. ………………..

Database

Products

•Personalization



•Order tracking

•. ………………..

•Personalization



•Order tracking

•. ………………..

Q1: product bundling / marketing programs joiningQ2: user profile mergingQ3: product catalog / content managementQ4: total order/inventory/revenue tracking/processing

User group1 User group2

Database

B2B e-commerce

Problems ?

ProductsProducts


Strategic Vision for Multi Channel Online Sales

Consumer ChannelsBusiness Direct Channel Partner Channels

Mu

lti T

ier

En

viro

nm

ent

Multi Channel Environment

Increase online B2C sales volume

Optimize your commerce processes for satisfied and

loyal B2B customers

Maximize sales and opportunities of channel

partners to increase reach


Business Models

P C

B

B

Multi-tier demand chain include content and business process re-use.

.agent Mgn.

.personalization

.auction / market place

.order/inv. Mgn.

.workflow

. …….

. Content / catalog management

.User profile collection

. Rating and review customer

. Buyer behavior

. Dss, Dm

. ………..

.exchange

.auction

. ……..

.personalization

.online market

.affiliate selling

.auction / market place

. ……..


Best Practices Business Processes of Multi-Channel Sales

• Brand Management

• Catalog Management

• Multi-Channel Management

• Online-Marketing

• Interactive Sales

• Order Management

• Fulfillment

• Customer Service

• Business Intelligence

• Relationship Management

For Consumer Channel, Business Direct Channel and Partner Channel:

ee 網打盡網打盡 - - 創造多通路銷售創造多通路銷售研討會研討會 CRMCRM

Collaborative PlatformCollaborative Platform

Collaborative Solution Collaborative Solution

BSI Connector

Other SystemOther System

Backend OfficeBackend Office

ERPERP

•Sales optimization

•Order/Inventory/revenue tracking

•Customer behavior analysis (time- dependent optimization)

• Performance Monitoring/System Configuration

•. …….. .

•Sales optimization

•Order/Inventory/revenue tracking

•Customer behavior analysis (time- dependent optimization)

• Performance Monitoring/System Configuration

•. …….. .

ENTERPRISE GROUP PORTAL CONFIGRATION

Content Management

Database

…

B2C webgroup

B2C webgroup

ProfessionalproductCenter

…

B2B webGroup for agents

B2B webGroup for agents

…

B2B webGroup for suppliers

B2B webGroup for suppliers

•User management

•Order/Inventory/revenue processing

•On-line Marketing

•Authorization workflow

•User management

•Order/Inventory/revenue processing

•On-line Marketing

•Authorization workflow

……

B2P webGroup for partners web sites

B2P webGroup for partners web sites

EPS


Unified Commerce Management

Process Libraries

Collaboration platform

Unified Commerce Solutions

Content management

processes through multiple

sites.

Self-service salesthrough multiplesales channels.

Procurement processes

through multiple buying

channels.

Unified Commerce Management (UCM) core system.


• Unifies buy-side and sell-side e-commerce processes with content management

• Unifies e-commerce processes across disparate business units, markets, countries, applications & systems

• Unifies internet self-service capabilities with other channels

• Unifies and automates the integration of e-commerce processes and technologies along the value chain

Unified Commerce Management


MicroSoft

IBM 1 2 3 10 on requestBusiness units / Sites

Applications

System Integration

Cat./Cont. Management

e-procurement

B2P

B2B

B2C

˙ ˙ ˙ ˙ ˙

˙

˙

˙

˙

˙

˙˙

˙

….

…………….

.

Oracle

SAP

..

˙

…

E-Commerce Solution Cube

Not Only IntegrationBut Also Collaboration


• Single system and servicesfor multiple collaborating commerce sites

• Secure, scalable, high-performing, business process system

• Ready-to-run commerce applications

• Powerful system, application and business process management

Business Unit

Customer

Business Unit

Business Unit

Supplier

Customer

Partner

E-Commerce

Goal


Collaboration Request and Response Model

RequestHandlerServlet

file.java

Servlet Engine

Template ProcessorJava

ServerPagefile.jsp

Pipeline Dictionary

Pipeline Processor

Start-Node Pipelet Pipelet ISML-Template

file.class

Java Compiler

(e.g. jikes)

file.class

Ser

vlet

En

gin

e (J

WS

)

EJBEJB

EJB

Database Object Cache

Webadapter

Page Cache

Dat a


Collaboration Platform

•Well-established XML and Java standards •Easy to configure pipeline for any marketing programs•Easy to integrate with other professional software•Clustering •Load Balance•Fail over handling•Multi-Language & • Multi-Currency support

ASAS ASAS ASAS

WSWS WSWS

Load BalancerLoad Balancer

DBDB

Internet

FW

FW

FW


Modulized Unified Commerce Management


Auxiliary Tool: Virtual Pipeline Management

• E-Commerce business model/logic developing is what we should concern. VPM is the tool to translate business logic into system executable program.

• Each client request, sent to system invokes the execution of a Pipeline.

• Pipelines implement business logic (business processes) as a chain of– Pipelets (Java code), as small functional steps– Control nodes to control the process flow– Interaction nodes, that define the response sent back to the

client (Templates)• Pipelines may call other pipelines during the request handling


Virtual Pipeline Management

Pipelet list

Flow control

elements

Visual represen-

tation

Pipelet properties

PipelineDictionary view


About Intershop

• Founded in 1992• 300+ Enterprise Customers• 500 Employees• 15 World-wide Offices

• Global Implementation Partners

Belgium

Denmark

Finland

France

Germany (Global Head quarters)

Japan

Netherlands

Norway

Spain

Sweden

Switzerland

Taiwan

United Arab Emirates

United Kingdom

United States of America (Americas Headquarters)


Blue Chip Intershop Customers


High-Tech & Manufacturing


Retail & Consumer Goods


Automotive

創造企業新一代完全行銷通路的 關鍵技術 陳立偉 博士 intershop 2004.02.18. e...

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創造企業新一代完全行銷通路的關鍵技術陳立偉博士 intershop 2004.02.18. e...