1. Chng 14 p ng n t hng,Qun l ni dung,V cc dch v h tr khc

2. Ni dung

M t v vai tr ca cc dch v h tr trong TMT.

nh ngha vic p ng n t hng v m t cc qu trnh ca n.

M t cc vn chnh trong vic p ng n t hng TMT.

M t cc gii php cho cc vn v p ng n t hng.

Prentice Hall 2004 3. Ni dung(cont.)

M t cc vn ni dung v qun l ni dung ca site TMT.

M t cc dch v h tr TMT khc.

Tho lun cc ng lc dn n thu ngoi cc dch v h tr v vic s dng ASP.

Prentice Hall 2004 4. Cch Bikeworld p ng cc yu cu

Vn

• BikeWorld c bit n l mt nh cung cp xe p cht lng cao v cc b phn xe p, t vn chuyn gia, v cc dch v c nhn ha

• Cng ty m Web site ( bikeworld.com ) vo thng 2 nm 1996, vi hi vng gi khch hng t cc nh t hng ngoi lin bang

Prentice Hall 2004 5. Cch Bikeworld p ng cc yu cu(cont.)

• BikeWorld bt gp vn p ng yu cu v cc dch v khch hng sau khi bn

• Bn hng qua Internet pht trin u n, vng chc

• Thi gian x l yu cu, vn chuyn hng bng tay, v p ng cc yu cu i hi ca khch hng l qu ti i vi mt cng ty nh

Prentice Hall 2004 6. Cch Bikeworld p ng cc yu cu(cont.)

Gii php

• BikeWorld thu FedEx p ng yu cu

• FedEx cung cp:

• • Gi c chp nhn c cho vic phn phi c cht lng

• • Vt qu s mong i ca ngi tiu dng

• • X l p ng t ng

Prentice Hall 2004 7. Cch Bikeworld p ng cc yu cu(cont.) Prentice Hall 2004 8. Cch Bikeworld p ng cc yu cu(cont.)

Cc kt qu

• Sau bn nm thc hin trc tuyn, gi tr bn ra nhiu gp bn ln, v cng vic kinh doanh c li bn vng

• BikeWorld c:

• • T ng ha y v c kh nng m rng h thng p ng

• • Truy cp thi gian thc trng thi t hng, tng cc dch v khch hng v gi vng cc bn hng ln

• • C kh nng phc v khch hng trn ton th gii

Prentice Hall 2004 9. Cch Bikeworld p ng cc yu cu(cont.)

Chng ta c th hc tp

• Cng nh nhiu nh bn l khc, BikeWorld khng c kinh nghim cng khng c ti nguyn p ng t hng trc tuyn

• Gii php ca h l thu FedEx, mt cng ty hu cn TMT chnh

Prentice Hall 2004 10. S p ng t hng v vic hu cn

p ng v phn phi ti ngi tiu dng l vn kh khn ca TMT, cc yu t nh hng l:

• Khng c kh nng d on chnh xc nhu cu

• Cc dy chuyn cung cp in t u cui khng hiu qu

• Thc hin (TMT) trong vic li ko n t hng thng c l theo yu cu khch hng

Prentice Hall 2004 11. S p ng t hng v vic hu cn(cont.) Prentice Hall 2004 12. S p ng t hng v vic hu cn(cont.)

p ng n t hng (Order fulfillment): l tt c cc hot ng cn thit cung cp cho khch hng cc hng ha c t, bao gm cc dch v khch hng lin quan

Prentice Hall 2004 13. S p ng t hng v vic hu cn(cont.)

Cc hot ng sau vn phng (Back-office operations): l cc hot ng h tr p ng ca vic bn hng, nh l k ton v hu cn

Cc hot ng trc vn phng (Front-office operations): l cc qu trnh kinh doanh, nh l bn hng v qung co, m khch hng c th nhn thy

Prentice Hall 2004 14. S p ng t hng v vic hu cn(cont.)

Hu cn (Logistics): l cc hot ng lin quan n lung nh hng v hiu qu, v s lu tr hng ha, dch v, v cc thng tin lin quan t im ngun n im tiu th

Prentice Hall 2004 15. Qu trnh p ng n t hng

Qu trnh p ng n t hng TMT

• Lm chc chn khch hng s tr

• Kim tra hng trong kho

• Sp xp vn chuyn

• Bo him

• Sn xut

Prentice Hall 2004 16. Qu trnh p ng n t hng(cont.)

• K hoch cc dch v

• Mua sm v xp vo kho

• Lin kt vi khch hng

• Tr v

• • Hu cn ngc (Reverse logistics):l s di chuyn hng ha tr v ca khch hng ti nh bun

Prentice Hall 2004 17. S p ng t hng v vic hu cn(cont.) Prentice Hall 2004 18. S p ng t hng v vic hu cn(cont.)

Cc dch v m khch hng cn l g?

• S thch ca khch hng

• Cc loi dch v

• • Trong qu trnh mua sm

• • Trong vic mua

• • Sau khi t hng

• • Sau khi nhn hng

Prentice Hall 2004 19. S p ng t hng v vic hu cn(cont.)

• S gii quyt vn

• La chn vn chuyn

• Chng gian ln

• Theo di trng thi t hng, trng thi t hng, v cp nht

• Pht trin quan h khch hng

Prentice Hall 2004 20. S p ng t hng v vic hu cn(cont.)

Hu cn in t (E-logistics): l vic hu cn ca h thng TMT, tiu biu l gi cc gi bu kin nh ti nh cc khch hng

Hu cn truyn thng x l vi s vn chuyn s lng ln vt cht ti mt t ni n (cc nh bn l, cc kho)

Prentice Hall 2004 21. Cc vn trong vic p ng n t hng

Cc vn dy chuyn cung cp tiu biu

• Khng c kh nng phn phi cc sn phm kp thi

• Chi ph hng lu kho cao

• Cc vn cht lng

• Vn chuyn sai sn phm, nguyn vt liu, v cc b phn khc

• Gi thnh cho vic xc tin thc hin hay vn chuyn l cao

Prentice Hall 2004 22. Cc vn trong vic p ng n t hng(cont.)

D on nhu cu (Demand forecasting)xc nh hng ha lu kho thch hp ti cc im trong dy chuyn cung cp

• Cn thit d on nhu cu v cc b phn v vt cht cn thit cho vic p ng yu cu ca khch hng

Prentice Hall 2004 23. Cc vn trong vic p ng n t hng(cont.)

Ti sao cc vn dy chuyn cung cp tn ti

• Cc vn ca dy chuyn cung cp TMT xut pht t s khng chc chn ( uncertainties)v t vic cn thit phi xc nh cc hot ng, trong cc b phn ni b, v cc i tc kinh doanh

• Cc nguyn nhn chnh ca s khng chc chn trong TMT l s d on nhu cu

Prentice Hall 2004 24. Cc vn trong vic p ng n t hng(cont.)

Nhu cu b nh hng bi:

• Thi quen ngi tiu dng

• iu kin kinh t

• Gi c

• iu kin thi tit

• S pht trin cng ngh

• S tin tng ca khch hng

Prentice Hall 2004 25. Cc vn trong vic p ng n t hng(cont.)

Nhu cu b nh hng bi (cont.):

• Thay i thi gian phn phi ph thuc vo cc yu t t sai st ca nh my ti iu kin ng s

• Vn cht lng ca nguyn vt liu v cc b phn

• Tnh trng lao ng ln xn

Prentice Hall 2004 26. Gii php cho cc vn p ng yu cu

Cc nh cung cp hu cn th ba-Third-party logistics (3PL) suppliers:cc nh cung cp dch v hu cn bn ngoi

Prentice Hall 2004 27. Gii php cho cc vn p ng yu cu(cont.)

Pht trin trong qu trnh t hng

• Yu cu t hng c th c thc hin thng qua EDI, EDI/Internet, Internet, hay mng din rng (extranet), v n c th hon ton t ng

• Trong B2B, t hng c tp hp v chuyn mt cch t ng ti nh cung cp khi hng lu kho thp hn ngng chc chn t kt qu trong:

• • Qu trnh x l t hng nhanh, r, v chnh xc hn

Prentice Hall 2004 28. Gii php cho cc vn p ng yu cu(cont.)

• Trong B2C, t hng da trn Web s dng biu mu in t

• • Xc tin quy trnh

• • Thc hin quy trnh chnh xc hn (agent thng minh c th kim tra d liu u vo v cung cp cc thng tin phn hi)

• • gim gi thnh x l cho ngi bn

Prentice Hall 2004 29. Gii php cho cc vn p ng yu cu(cont.)

• S pht trin t hng cng c th thc hin trong mt t chc

• Thc hin lin kt gia h thng t hng v h thng thanh ton c th hu ch trong vic pht trin p ng n t hng

Prentice Hall 2004 30. Gii php cho cc vn p ng yu cu(cont.)

Pht trin qun l lu kho

• Kho t ng

• • Kho t ng c th c cc robot v cc thit b khc xc tin vic nht, sp xp sn phm

• • V d: Fingerhut

Prentice Hall 2004 31. Gii php cho cc vn p ng yu cu(cont.)

Tc phn phi

• Phn phi trong ngy, thm ch trong gi

• • efulfillmentservice.com v owd.com

• • to ra mng li nhanh chng cho vic phn phi sn phm

• • a ra h thng phn phi quc qia thng quanc M trong vic cng tc vi cc cng ty vn chuyn nh FedEx v UPS

Prentice Hall 2004 32. Phn phi trong ngy

• Cc siu thi phn phi

• • Nhng ngi mua cn nh ti thi im phn phi hng ha chp nhn

• • H thng phn phi cho cc doanh nghip phi c kim tra, nh gi

• • Thnh cng ca cc ca hng tp phm trc tuyn l Woolworths ca Australia v GroceryWorks

• S thp bi ca cng ty phn phiWebVan

Prentice Hall 2004 33. Phn phi trong ngy(cont.) Prentice Hall 2004 34. Gii php cho cc vn p ng t hng(cont.)

N lc ca cc i tc v thu hu cn ngoi

• Cc cng ty TMT hp tc vi UPS hay FedEx

• MailBoxes Etc. (by gi l mt cng ty con ca UPS) vi Innotrac Corp (cc dch v p ng),, AccuShip.com (nh my hu cn)

Prentice Hall 2004 35. Gii php cho cc vn p ng t hng(cont.)

S tr li

• Tr li cc hng ha n cc im m n c mua

• Tc bit hu cn phn phi v hu cn tr li

• Hon thnh tr li ngun ngoi

• Cho php ngi tiu dng tr li vt l ti cc im thu nhn

Prentice Hall 2004 36. Gii php cho cc vn p ng t hng(cont.) Prentice Hall 2004 37. Gii php cho cc vn p ng t hng(cont.)

S dng khng gian ch in t v trao i l n gin ha vn p ng yu cu trong B2B

• Khng gian ch in t trung tm ca cng ty c th gii quyt mt vi vn dy chuyn cung cp

• Mt mng extranet l thng sut dy chuyn cung cp v phn phi tt hn dch v khch hng

• Trao i dc kt ni vi hng ngn nh cung cp

Prentice Hall 2004 38. Gii php cho cc vn p ng t hng(cont.)

Cc chin lc p ng c tnh i mi

• Merge-in-transit: l m hnh hu cn trong cc b phn ca sn phm c th n t cc a im khc nhau v c chuyn trc tip n a im ca khch hng

Prentice Hall 2004 merge-in-transit 39. Gii php cho cc vn p ng t hng(cont.)

• Rolling warehouse:l phng thc hu cn trong cc sn phm trn cc xe giao hng khng cn t trc n ch, nhng quyt nh v s lng chuyn xung ti mi ni n c thc hin ti thi im chuyn xung

Prentice Hall 2004 40. Gii php cho cc vn p ng t hng(cont.)

• Leveraged shipments:k hoch vn chuyn da vo s lng (hay gi tr) ca yu cu v a im

• Delivery-value density:l mt quyt nh h tr cng c gip xc nh tnh kinh t ca phn phi hng ha ti cc khu vc lng ging trong mt hnh trnh

Prentice Hall 2004 41. Pht sinh, cung cp, phn phi v qun l ni dung

Ni dung Web ng (Dynamic Web content)l ni dung ti mt web site cn thay i lin tc n lun c cp nht

nh gi cht lng ni dung

• nh gi iu khin cht lng ca ni dung trc tuyn

• t c cc yu cu c nhn, quyn s hu, v cc yu cu php l khc, cc chuyn i ngn ng cn thit

Prentice Hall 2004 42. Pht sinh, cung cp, phn phi v qun l ni dung (cont.)

Cc li ca qun l ni dung hay gp

• La chn phn mm qun l ni dung trc vic pht trin vng chc yu cu v trng hp kinh doanh

• Khng thu nhn mt s y quyn hon ton t u ca s bt u

• Khng nh gi s tch hp v cc dch v chuyn nghip cn thit

Prentice Hall 2004 43. Pht sinh, cung cp, phn phi v qun l ni dung(cont.)

• Thu nhng nh pht trin thiu kinh nghim tch hp v m rng phn mm

• Ph thuc ton b vo cng ty ngoi thay i ton b h thng

• Ngh rng s di chuyn ca bn khng gy tn thng bt chp nhng iu m nh cung cp h thng qun l ni dung ni vi bn

Prentice Hall 2004 44. Pht sinh, cung cp, phn phi v qun l ni dung(cont.)

Qun l ni dung Web (Web content management): l qu trnh thu thp, xut bn, duyt li, v xa ni dung t Web site gi cho ni dung ti tr, chnh xc, hp dn, v tin cp

Prentice Hall 2004 45. Pht sinh, cung cp, phn phi v qun l ni dung(cont.)

Mng phn phi ni dung

• Cp nht ni dung, pht trin cht lng ca site, tng tnh kin nh, iu kin ni dung, v gim thi gian cn thit to mi hay bo hnh site

Prentice Hall 2004 46. Pht sinh, cung cp, phn phi v qun l ni dung(cont.)

Phn loi qun l ni dung

• T mnh thc hin

• cho nh cung cp thc hin

• Mua ni dung t mt nh tp hp

• Tn thnh vic trao i dc

• Thu ngoi c mt dch v Internet y

Prentice Hall 2004 47. Pht sinh, cung cp, phn phi v qun l ni dung(cont.)

Phin dch ni dung ti ngn ng khc

• Vn c bn ca ngn ng theo yu cu khch hng

• • Gi thnh

• • Tc

• Mt khong mt tun phin dch mt trang Web trung bnh sang mt ngn ng khc

Prentice Hall 2004 48. Phin dch ni dung (cont.)

• WorldPoint Passport (worldpoint.com) l gii php cho php cc nh pht trin Web to ra mt Web site trong mt ngn ng v trn khai n mt vi ngn ng khc

• Phin dch t ng c th khng chnh xc

Prentice Hall 2004 49. Pht sinh, cung cp, phn phi v qun l ni dung(cont.)

Cc nh cung cp ni dung

• Documentum (documentum.com)

• Microsoft (microsoft.com)

• Vignette (vignette.com)

• Interwoven (interwoven.com)

• Opentext (opentext.com)

• Akamai (akamai.com)

Prentice Hall 2004 50. Pht sinh, cung cp, phn phi v qun l ni dung(cont.)

Ti a ha ni dung v cc dch v sp xp

• • Media-rich content

• • Video clips

• • Music

• • Flash media

• Vn quan tm chnh l thi gian download

Prentice Hall 2004 51. Cc dch v h tr TMT khc

Dch v t vn

• Cc chuyn gia hng n khch hng ca h iu hng v a ra cc quyt nh trong cc lnh vc nh php l, cng ngh, chin lc chc chn thnh cng

Prentice Hall 2004 52. Cc dch v t vn (cont.)

• Cung cp cc kin chuyn gia trong cc lnh vc ca TMT, nhng khng c trong kinh doanh truyn thng business ( kin chuyn gia chuyn mn ha)

• Cng ty t vn truyn thng duy tr s phn chia tp trung vo TMT

• Chn cc n v t vn c chuyn mn v thm quyn c nng lc h tr cho cc n v khch hng

Prentice Hall 2004 53. Cc dch v h tr TMT khc(cont.)

Cc dch v th mc

• lit k cc cng ty theo phn loi

• cung cp lin kt ti cc cng ty

• cung cp cc my tm kim t bit

• cc dch v tng thm gi tr nh l tm thch hp cc ngi mua v cc ngi bn

Prentice Hall 2004 54. Cc dch v h tr TMT khc(cont.)

Newsletters

• Nhiu cng ty (Ariba, Intel) pht hnh cc newsletters v gi e-mail chng ti nhng ngi yu cu

• S dng phn mm gi cc n phm trc tuyn ti hng ngn ngi bin tp

Prentice Hall 2004 55. Cc dch v h tr TMT khc(cont.)

Cc my tm kim v cc b tch hp tin tc

• Cc my tm kim c th c s dng tm cc thng tin v B2B

• • Moreover.com

• • directory.google.com

• • iEntry.com

Prentice Hall 2004 56. Cc dch v h tr TMT khc(cont.)

Cc dch v h tr TMT khc

• Cc dch v tn dng

• Thng hiu v cc tn min

• nh s

• Truyn thng thng mi ton cu

• Truy cp ti CSDL thng mi

Prentice Hall 2004 57. Cc dch v h tr TMT khc(cont.)

• T vn trc tuyn

• Qun l tri thc

• Tm kim khch hng

• Phn loi cc site TMT

• M ha site

• Cc dch nghin cu Web

• Coupon-generating sites

Prentice Hall 2004 58. Cc dch v h tr TMT thu ngoi

Ti sao phi thu ngoi cc dch v h tr TMT?

• Cc doanh nghip TMT u tin l c tch hp dc, h:

• • s hu hay iu khin cc ngun ti nguyn ca mnh

• • sn xut cc b phn

• • tin hnh lp rp cc sn phm cui cng

• • qun l s phn phi v bn cc sn phm ca h ti khch hng

Prentice Hall 2004 59. Cc dch v h tr TMT thu ngoi(cont.)

Cc nguyn nhn chnh thu ngoi

• tp trung vo cc vn kinh doanh chnh

• phc v v thc hin nhanh hn

• thiu kinh nghim cho nhiu yu cu cc dch v h tr

Prentice Hall 2004 60. Cc dch v h tr TMT thu ngoi(cont.)

• Khng c kh nng kinh t

• Khng c kh nng theo cc thay i nhanh chng ca nhu cu nu la chn trong nh c s dng

• C qu nhiu dch v c yu cu

Prentice Hall 2004 61. Cc dch v h tr TMT thu ngoi(cont.)

Cc qu trnh chnh ca vic pht trin v qun l ng dng TMT

• Trnh by chnh xc cc chin lc TMTEC

• Thit k ng dng

• Xy dng (hay mua) ng dng

• S hu, iu hnh, v bo tr site TMT

Prentice Hall 2004 62. Cc dch v h tr TMT thu ngoi(cont.) Prentice Hall 2004 63. Cc dch v h tr TMT thu ngoi(cont.)

Cc dch v cho vic to mi v iu hnh mt trc ca ca hng in t storefronts:

• Trung tm Internet

• ISPs

• Cc cng ty vin thng

• Phn mm trong nh

• Thu ngoi v cc ci khc

Prentice Hall 2004 64. Cc dch v h tr TMT thu ngoi(cont.)

Nh cung cp ng dng dch v-Application service provider (ASP): l mt i l hay mt nh bun tp hp, lp rp cc chc nng cn thit cho doanh nghip v ng gi chng vi cc nh pht trin, iu hnh, bo tr v cc dch v khc ngoi

Prentice Hall 2004 65. Cc dch v h tr TMT thu ngoi(cont.)

Cho thu t ASP

• SMEs s pht trin trong nh v iu hnh cc ng dng TMT c th tn nhiu thi gian v t

• Tp trung vo s bo v y c a ra bi ASPs chng li cc k tn cng etc.

• Hp ng cho thu phn mm khng cung cp hon thin ng dng c thit k

Prentice Hall 2004 66. Qun l vn

Chng ta c k hoch p ng yu cu cha?

Chng ta c nn qun l hng ha tr li khng?

Chng ta c mun lin minh trong vic p ng yu cu khng?

Cc ng dng hu cn TMT l g, c hu ch khng?

Prentice Hall 2004 67. Qun l vn (cont.)

Chin lc tt nht cho ni dung in t l g?

Chng ta c nn cung cp dch ni dung khng?

T vn TMT l t. Chng ta c nn s dng chng khng?

Chng ta c nn thu ngoi cc dch v TMT khng?

Prentice Hall 2004 68. Tng kt

Qu trnh p ng yu cu

• Xc nh thanh ton

• Kim tra lu kho

• vn chuyn sp xp, bo hnh

• Sn xut (hay lp rp)

• Cc dch v my mc thit b

• Mua sm

• Lin h vi khch hng

• Sn phm tr v

Prentice Hall 2004 69. Tng kt(cont.)

Cc vn trong p ng t hng

• Khng chc chn trong nhu cu v tr hon tim nng trong cung cp v phn phi

• Thiu s hp tc v chia s thng tin gia cc i tc kinh doanh

Prentice Hall 2004 70. Tng kt(cont.)

Gii php cho cc vn p ng n t hng

• t hng t ng

• Lm lin dy chuyn cung cp

• • S dng phn mm h tr thun tin hn

• • Lu kho chnh xc

• • hp tc theo dy chuyn cung cp

• • lp k hoch ng v ra quyt nh

Prentice Hall 2004 71. Tng kt(cont.)

Pht hnh v qun l ni dung TMt

• nh gi loi hng v qung co

• Cc vn pht hnh ni dung chnh l:

• • s dng nh bun

• • dch sang ngn ng khc

• • bo tr (cp nht thng tin)

• • ti a ha v nng cao hiu sut ca phn phi

Prentice Hall 2004 72. Tng kt(cont.)

Cc dch v h tr khc

• Cc dch v t vn

• Cc dch v th mc

• Cc nh cung cp c s h tng

• Cc dch v h tr nn c hp tc v tch hp

Prentice Hall 2004 73. Tng kt(cont.)

Thu ngoi cc dch v TMT v s dng ASP

• Thiu thi gian v chuyn mn bt buc cng ty phi thu ngoi

• S dng ASP hoc l t hoc l nhiu ri ro

Prentice Hall 2004