電子商務中的零售:產品和服務 retailing in electronic commerce: products and services...
TRANSCRIPT
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Internet Marketing and Electronic Retailing (E-Tailing)
Overview of e-tailingElectronic retailing (e-tailing): Retailing conducted online, over the Internet
E-tailers: Those who conduct retail business over the Internet
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Internet Marketing and E-Tailing (cont.)
Size and growth of the B2C marketnumber of U.S. online buyers from 53.2% of all Internet users in 2001 to 6% by 2004 (90 million people purchasing online)U. S. revenues from online B2C buying predicted to go from $73 billion in 2001 to $190 billion in 2004May 2002 sales of $9.8 billion in the first quarter of 2002 (up 19.3 percent from the first quarter of 2001)annual 2002 sales estimated to be over $40 billion—1.4 % of total retail sales, up from 1.1 percent in 2001 average online shopper spent over $300 per quarter
全球寬頻用戶數急速成長
- 50,000 100,000 150,000 200,000
2000年
2001年
2002年
2003年
2004 (f)年
2005 (f)年
亞太地區 拉丁美洲 北美 西歐
13,067
33,109
57,246
86,187
117,689
154,321
CAGR=63.85%
資料來源: eMarketer ,資策會 MIC 整理, 2003年 4 月
全球寬頻網路用戶數
單位:千戶
寬頻的普及將促使網頁呈現以及網路廣告形式走向多媒體表現方式,同時亦有助於帶動線上影音、線上學習等需求
22.17%
58.50%17.90%
0.37% 0.45% 0.60%
北美 亞太地區 西歐
拉丁美洲 東歐 非洲及中東
地區 市場規模($US billions)
北美 $78.1
亞太地區 $23.9
西歐 $29.6
拉丁美洲 $0.5
東歐 $0.6
非洲及中東 $0.8
總計 $133.6資料來源: Forrester Research, 2002年
2002年全球 B2C電子商務市場規模
B2C 電子商務規模最大地區為北美
北美地區 2002年 B2C電子商務規模佔全球 58.5%,其中美國約為720億西歐與亞太地區則僅次於北美西歐與亞太地區已具備基本要件,最具發展電子商務潛力
書籍名列線上購物產品榜首
產品品項 比率書籍 23
音樂產品 (CD) 15
服飾 13
消費性電子產品 13
旅遊產品 11
電腦硬體 10
產品品項 比率
電腦軟體 8
票務 8
日用雜貨 7
錄影帶 /VCD 5
家具 / 家飾 4
玩具 / 遊戲軟體 4
產品品項 比率化妝品 4
商務旅遊產品 4
運動用品 4
珠寶 / 時尚產品 3
股票 / 金融商品 2
汽車 1
其他 19
線上購物產品品項與種類
資料來源: Taylor Nelson Sofres Interactive, 2002 年
全球網路消費者購買頻次較高的產品品項包括書籍、音樂產品 (CD)、服飾、消費性電子產品、旅遊產品等
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Internet Marketing and E-Tailing (cont.)
What sells best on the Internet?
Computer hardware and software
Consumer electronics
Sporting goods
Office supplies
Books and music
Toys
Health and beauty
Entertainment
Apparel
Cars
Services
Others
0
5
10
15
20
25
0%
20%
40%
60%
80%
100%
120%
規模 22.2 9 8.4 5.6 3.6 2.6 2.3 2.2 2.1 1.4 1.4 12.9
成長幅度 58% 69% 42% 67% 38% 33% 16% 17% 29% 102% 17% -
旅遊 汽車電腦軟體及硬體
服飾消費性電子產品
票務影音產品
玩具 書籍 花卉 首飾 其它
旅遊規模約佔總體三分之ㄧ
線上旅遊規模最大,約佔總合之 30%
旅遊、汽車、服飾以及花卉的市場規模成長幅度最高
2002 年美國 B2C 電子商務市場產品類別分析
資料來源: Shop.org, Forrester Research, eMarketer, 2003年 5 月
單位:十億美元
-
5,000
10,000
15,000
20,000
25,000
30,000
0.0%
50.0%
100.0%
150.0%
200.0%
250.0%
規模年成長率
規模 360 631 1,934 3,952 8,984 15,145 20,474 26,615
年成長率 75.3% 206.5% 104.3% 127.3% 68.6% 35.2% 30.0%
1997年 1998年 1999年 2000年 2001年 2002年 2003年2004年
(f)
因先後受美伊戰爭以及 SARS 疫情的影響, 2003年上半年線上旅遊營收大幅下滑,線上票務中的藝文及交通類票務亦深受衝擊,但 2003年仍較 2002
年成長 15.44%
B2C 電子商務市場規模
資料來源:資策會 MIC, 2003年 6 月
台灣 B2C 電子商務規模突破 200 億單位:新台幣百萬元
台灣網路零售佔整體零售不及 1%單位:新台幣十億元
資料來源:經濟部統計處、資策會 MIC, 2003年 12 月
雖然目前線上零售所佔比例仍低,但每年均呈快速成長之趨勢相較於美國線上零售約佔 1.5之比例,根據成長趨勢預測,我國線上零售應仍有很大成長空間
網路零售市場規模
-
500.0
1,000.0
1,500.0
2,000.0
2,500.0
3,000.0
3,500.0
0.00%
0.10%
0.20%
0.30%
0.40%
0.50%
0.60%
線上零售 0.8 2.1 4.4 7.7 12.2 15.8
total 2,991.2 3,129.6 3,050.7 3,060.6 3,149.7 3,244.2
線上零售比率 0.03% 0.07% 0.14% 0.25% 0.39% 0.49%
1999年 2000年 2001年 2002年 2003年2004年(f)
仍以旅遊 票務 3C 為三大主要區隔
其它19.6%
3C13.9%
書籍3.3%
美容保養5.4%
旅遊產品41.9%
電腦軟體2.1%
票務13.8%
旅遊產品一支獨秀,2003年佔總體的41.9%,但所佔比例日漸減小仍以旅遊、票務、3C為三大區隔,票務約佔13.8%, 3C商品約佔13.9%
註 1 :電腦軟體不含遊戲註 2 :其他包括雜貨、花卉、精品、食品、傢俱、服飾等項目資料來源:資策會 MIC, 2003年 12 月
我國 B2C 電子商務各區隔所佔比例
旅遊產品49.0%
電腦軟體2.4%
票務12.8%
其它9.8%
3C17.1%
書籍3.4%
美容保養5.5%
2002 年 2003 年
896138
5,051 4,738
267696
6,746
3,007
8,369
1,456 1,568 1,666 1,7671,310
5,823
1,069
-
1,000
2,000
3,000
4,000
5,000
6,000
7,000
8,000
9,000平均每月成交筆數 平均每筆成交金額
旅遊產品單價高 銷量大
旅遊產品平均成交金額及每月成交筆數俱高,堪稱網路最熱門商品
註 1 :票務近乎壟斷局面,故未予計算成交筆數;其它包括食品、雜貨、廚具等,因品項繁多,不予計算該類平均成交金額及平均成交筆數
註 2 :回卷家數 215
資料來源:資策會 MIC, 2003年 12 月
我國 B2C 電子商務市場產品類別分析
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Internet Marketing and E-Tailing (cont.)
Characteristics of successful e-tailinghigh brand recognition (Lands’ End)guarantee provided by highly reliable or well-known vendors (Dell)digitized format (software)relatively inexpensive items (office supplies)frequently purchased items (groceries)commodities with standard specifications (books), physical inspection unimportantwell-known packaged items that cannot be opened even in a traditional store (vitamins)
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E-Tailing Business Models
Classification by distribution channelMail-order retailers that go online
Direct marketing from manufacturers
Pure-play e-tailers
Click-and-mortar retailers
Internet (online) malls
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E-Tailing Business Models (cont.)
Direct marketing by mail order companiesdirect marketing: broadly, marketing that takes place without intermediaries between manufacturers and buyers; in the context of this book, marketing done online between any seller and buyer
e.g. 東森
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E-Tailing Business Models
Direct sales by manufacturersSellers understand their markets better because of the direct connection to consumers, and consumers gain greater information about the products through direct connection to the manufacturers
Example: Dell Computers—build-to-order approach of customization
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E-Tailing Business Models (cont.)
Pure-play e-tailersVirtual (pure-play) e-tailers: Firms that sell directly to consumers over the Internet without maintaining a physical sales channel
Examples: 博客來
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E-Tailing Business Models (cont.)
Click-and-mortar retailers: Brick-and-mortar retailers with a transactional Web site from which to conduct business
Brick-and-mortar retailers: Retailers who do business in the non-Internet, physical world in traditional brick-and-mortar stores
Multichannel business model: Describes a company that sells in multiple marketing channels simultaneously (e.g., both physical and online stores)
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E-Tailing Business Models (cont.)
Retailing in online mallsReferring directories
directory organized by product typecatalog listings or banner ads at the mall site advertise the products or stores
Malls with shared servicesconsumer can find the product, order and pay for it, and arrange for shipmenthosting mall provides these services, but they are executed by each store independently
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E-Tailing Business Models (cont.)
Other B2C business modelsTransaction brokersInformation portalsCommunity portalsContent creators or disseminatorsViral marketingMarket makersBuild-to-orderService providers
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Travel and Tourism Services Online
Major travel-related Web sites are:
expedia.comorbitz.comtravelocity.comasiatravel.comhotwire.comtravelweb.comeurovacations.compriceline.com
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Travel and Tourism Services Online (cont.)
Revenue models of online travel services include:
Direct revenues (commissions)Revenue from advertisingConsultancy feesSubscription or membership feesRevenue-sharing feesOthers
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Travel and Tourism Services Online (cont.)
Services provided:Traditional services
providing general information
reserving and purchasing tickets, accommodations, and entertainment
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Travel and Tourism Services Online (cont.)
Unique servicestravel tips (a visa problem)
electronic travel magazines
fare comparisons
currency conversion calculators
worldwide business and place locators
outlet for travel accessories and books
experts’ opinions
major international and travel news
detailed driving maps and directions
chat rooms and bulletin boards
frequent-flier deals
online travel auctions
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Travel and Tourism Services Online (cont.)
Impact of EC on the travel industryConsumers who used to order accommodations directly from a hotel are now using the Internet to compare prices and frequently are buying from an intermediary (Hotwire.com)
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Travel and Tourism Services Online (cont.)
Corporate travelTo reduce corporate travel costs, companies can make arrangements that enable employees to plan and book their own trips
Using online optimization tools provided by travel companies
Travel authorization software checks availability of funds and compliance with corporate guidelines
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Employment Placement and the Job Market
The Internet offers a rich environment for job seekers and for companies searching for hard-to-find employees
Who uses the Internet job market?Job seekersEmployers seeking employeesJob agenciesGovernment agencies and institutions
104 人力銀行
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Real Estate Online
Potential homebuyers can:view many properties online, at any time and from anywhere, saving time for the buyer and the broker
sort and organize properties according to specific criteria and preview the exterior and interior design of the properties, shortening the search process
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Insurance Online
Standard insurance policies are available online at a substantial discount :
Auto
Home
Life
Health
Third-party aggregators offer free comparisons of available policies
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Banking and Personal Finance Online
electronic banking (e-banking): Various banking activities conducted from home or the road using an Internet connection; also known as cyberbanking, virtual banking, online banking, and home banking
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Banking and Personal Finance Online (cont.)
Home banking capabilitiesView current account balances and history at anytimeObtain charge and credit card statementsPay billsDownload account transactionsTransfer money between accountsBalance accountsSend e-mail to the bankExpand the meaning of “banker’s hours”Handle finances when travelingUse additional services
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Banking and Personal Finance Online (cont.)
Virtual banksHave no physical location, but only conduct online transactions
NetBank (netbank.com)
First Internet Bank (firstib.com)
Make sure that the bank is legitimate before sending money to a virtual bank
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On-Demand Delivery Services and E-Grocers
E-grocer: A grocer that will take orders online and provide deliveries on a daily or other regular schedule or will deliver items within a very short period of time
On-demand delivery service: Express delivery made fairly quickly after an online order is received
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On-Demand Delivery Services and E-Grocers (cont.)
E-grocersoffer consumers the ability to order items online and have them delivered to their houses free regular “unattended” weekly delivery based on a monthly subscription modelon-demand deliveries—a surcharge and additional delivery charge
nonperishable items shipped via common carrierdry-cleaning pickup and delivery“don’t run out” automatic reordering fresh flower deliverymovie rentalsmeal planningrecipe tipsmultimedia featuresnutritional information
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On-Demand Delivery Services and E-Grocers (cont.)
Who are e-grocery shoppers?
Shopping avoiders
Necessity users
New technologists
Time-starved consumers
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Online Delivery of Digital Products, Entertainment, and Media
Digital products: products that can be transformed to digital format and delivered over the Internet
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Online Delivery of Digital Products, Entertainment, and Media (cont.)
Napster Consumers-to-consumers (peer-to-peer) digital distribution
Napster only shares “libraries” or lists of songs, and then enables a peer-to-peer file-sharing environment
Sued for copyright infringement in 2002
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Online Delivery of Digital Products, Entertainment, and Media (cont.)
Free file sharing is no longer allowed
Napster forced to charge customers for use of its file-sharing service
Entered into an agreement with Bertelsmann AG (large global music label that participated in the lawsuit against Napster)
Went into bankruptcy in 2002
Roxio purchaced and reopened in late 2003 as “for fee file-sharing service”
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Online Purchase Decision Aids
Shopping portals: Gateways to storefronts and malls; may be comprehensive or niche oriented
dealtime.com
shopping.yahoo.com
eshop.msn.com
webcenter.shop.aol.com
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Online Purchase Decision Aids (cont.)
shopping robots (shopping agents or shopbots): Tools that scout the Web on behalf of consumers who specify search criteria
autobytel.com
Zdnet.com/computershopper
office.com
dealtime.com
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Online Purchase Decision Aids (cont.)
“Spy services”services that visit Web sites for you, at your direction, and notify you of their findings
spyonit.com
web2mail.com
alerts.yahoo.com
Wireless shopping comparisonsMysimon.com
AT&T Digital PocketNet
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Online Purchase Decision Aids (cont.)
Business rating sitesBizrate.com
Consumer Reports Online (consumerreports.org)
Forrester Research (forrester.com)
Gomez Advisors (gomez.com)
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Online Purchase Decision Aids (cont.)
Trust verifications sites:
evaluate and verify the trustworthiness of various e-tailers
TrustE
Versign
BBB online
Webtrust
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Successful Click-and-Mortar Strategies
Speak with one voice
Empower the customer
Leverage the multichannels
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Problems with E-Tailing and Lessons Learned
Reasons retailers give for not going online include:
product is not appropriate for Web sales
lack of significant opportunity
too expensive
technology not ready
online sales conflict with core business
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Problems with E-Tailing and Lessons Learned (cont.)
Failures in B2C dot-comsKozmo.com—a creative idea for on-demand deliveries of movie rentals—difficulty in how to return the videosFurniture.com—difficulty in delivering products in a timely mannereRegister.com—registering for courses etc. online was not popular with consumers
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Problems with E-Tailing and Lessons Learned (cont.)
Go.com—business model called for selling a large amount of ad impressions, which proved to be impossible
Pets.com—cost of acquiring customers was too costly
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Problems with E-Tailing and Lessons Learned (cont.)
Lessons learned:Don’t ignore profitability
Manage new risk exposure
Watch the cost of branding
Do not start with insufficient funds
The web site must be effective
Keep it interesting
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Issues in E-Tailing
Disintermediation: The removal of organizations or business process layers responsible for certain intermediary steps in a given supply chain
Reintermediation: The process whereby intermediaries (either new ones or those that had been disintermediated) take on new intermediary roles
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Issues in E-Tailing (cont.)
Cybermediation (electronic intermediation): The use of software (intelligent) agents to facilitate intermediation
Hypermediation: Extensive use of both human and electronic intermediation to provide assistance in all phases of an e-commerce venture
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Issues in E-Tailing (cont.)
Unbundling: old economy processes will be broken into specialized segments that can be delivered by specialized intermediaries
Channel conflict: Situation in which an online marketing channel upsets the traditional channels due to real or perceived damage from competition
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Issues in E-Tailing (cont.)
Determining the right priceprices competitive on the Internetprices should be in line with the corporate policy on profitability
Personalizationuse cookie files and other technologies to track the specific browsing and buying behavior of each consumermarketing plan tailored to that consumer’s pattern
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Managerial Issues
Should we grab a first-mover advantage or wait and learn?
What should our strategic position be?
Are we financially viable?
Should we recruit out of town?
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Managerial Issues (cont.)
Are there international legal issues regarding online recruiting?
Do we have ethics and privacy guidelines?
How will intermediaries act in cyberspace?
Should we set up alliances?
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Summary
The scope of e-tailing
E-tailing business models
How online travel/tourism services operate
The online job market and its benefits
The electronic real estate market
Online trading of stocks and bonds