[教育]戰(zhàn)略分析工具-分析方法-e-commerceknowledgesharing英文版

1、E-CommerceKnowledge Sharing,,,Internet DevelopmentE-Commerce IntroductionBusiness ImpactImpediments for E-CommerceBain eConsulting Experience,Agenda,Note: WWW is Worldwide WebSource: Morgan Stanley U.S. Investmen

2、t Research: Internet Retail, 5/28/97,Years to Reach 50 Million Users:Radio=38TV=13Cable=10WWW=5,User adoption of the World Wide Web has dramatically outpaced the growth of other communications media

3、, setting the stage for revolutionary changes.,U.S. Internet Adoption,來自www.3722.cn中國最大的資料庫下載,Note: WWW is Worldwide WebSource: Morgan Stanley U.S. Investment Research: Internet Retail, 5/28/97,Years to Reach 50 Mil

4、lion Users:Radio=38TV=13Cable=10WWW=5,User adoption of the World Wide Web has dramatically outpaced the growth of other communications media, setting the stage for revolutionary changes.,U.S. Intern

5、et Adoption,來自www.3722.cn中國最大的資料庫下載,Internet User Growth,,*Rest of world includes all non-U.S. countries in 1996-97 and 1999-2003Source: Computer Industry Almanac; Internet Industry Almanac; Bain analysis,On-line usage

6、 is skyrocketing, with future growth being fueled by global penetration.,,,U.S.,,Europe,78M,179M,163M,148M,135M,103M,55M,35M,CAGR,(1996-1998),(1999E-2003E),CAGR,57%,27%,50%,15%,,Asia,,Rest of World*,Worldwide,U.S.,Intern

7、et Penetration,,Source: Jupiter’s 1998 Online Shopping Report, Simba’s Electronic Marketplace 2002, Forrester’s 1998 Telecom Strategies,Internet penetration in both consumer and business markets is significant.,CAGR(19

8、97-2002E),1%,4%,13%,44%,Online as % of Computer Households:,52%,77%,Shopping as % of Online Households:,17%,59%,,>1,000 employees,100-1,000 employees,,Percent of U.S. Business (1998),Consumer,Business,,,Internet Deve

9、lopmentE-Commerce IntroductionBusiness ImpactImpediments for E-CommerceBain eConsulting Experience,Agenda,Industry Value Chain,,Business participation occurs in five distinct market segments.,User,,Access,InternetI

10、nfrastructure,`,Intermediaries,Applications,Enablers,Access devicesInternet service providersNetwork access equipment,Technology and software enablersService enablers, e.g.:professional servicesdata managementaffil

11、iate programsSupport enablers, e.g.:payment systems/transaction clearingdistributionweb services,PortalsWeb agents (e.g., BOT)Commerce service providersVirtual trading communities,ContentCommerceCommunicationCo

12、mmunity,Hardware/transmission equipmentBackbone transport,Industry Value Chain,,Business participation occurs in five distinct market segments.,User,,Access,InternetInfrastructure,`,Intermediaries,Applications,Enabler

13、s,Access devicesInternet service providersNetwork access equipment,Technology and software enablersService enablers, e.g.:professional servicesdata managementaffiliate programsSupport enablers, e.g.:payment syste

14、ms/transaction clearingdistributionweb services,PortalsWeb agentsCommerce service providersVirtual trading communities,ContentCommerceCommunicationCommunity,Hardware/transmission equipmentBackbone transport,Nort

15、el Networks Dell3ComAmerican on line,Company examples,Nortel Networks LucentCisco,Company examples,MicrosoftIBMOracle,YahooAmerican on line,AmazonDell,Industry Value Chain,,InternetInfrastructure,User,,Access,`

16、,Intermediaries,Applications,Enablers,ContentCommerceCommunicationCommunity,E-Commerce Growth By Segment(United States),Source: IDC; Jupiter; Forrester; Analyst Reports; Bain analysis; eMarketer,,However, the vast ma

17、jority of growth will be drivenby applications.,,Segment Comparison,,,Internet traffic drives the perception that E-Commerce is a consumer phenomenon, but the larger revenue opportunities lie in business to business com

18、merce.,Percent of Total,Percent of Total,CAGR(1998-03E),97.7%,49.6%,,Internet Traffic,E-Commerce Revenue,Web Business Models,Web business models can be sorted according to the benefit they are delivering the user.,,,Int

19、ernet DevelopmentE-Commerce IntroductionBusiness ImpactImpediments for E-CommerceBain eConsulting Experience,Agenda,,The Internet is a major discontinuity that will redefine the strategic landscape in every industry.

20、,Craft Based Economy,Industrial Revolution,Mass Production,,,Internet / Information Revolution,,,Suppliers,DIstrIbutors,Manufacturing,Resellers,Customers,,,,,Internet ImpactI

21、nternet Revolution,Internet ImpactImpact Overview,,These result in dramatic changes across company relationships with customers, suppliers, employees and other stakeholders.,來自www.3722.cn中國最大的資料庫下載,Impact OverviewCusto

22、mer Relationship Management Evolution,,Description:,Example:,Customer Relationship Management Evolution(Benefits of E-Commerce Model),,Amazon.com is a compelling example of an E-Commerce customer relationship model.,Eff

23、icient purchase processquick log-insearch by title, subject, authorread reviews, recommendationsone-click orderingreceive books by mailSuperior selection and availabilityAdjacent product offeringse.g., music, vid

24、eo, othersValue-added servicesreviewsproactive, tailored recommendations,Benefits to Customers,Benefits to Firm,Substantially lower costsinfrastructureinventorypersonnelDeep customer relationshipone-to-one market

25、ingpotential for higher loyaltypurchases across other product linesmore frequent purchasesBroader customer basegeographic reachexpanded pool of profitable customers,Source: Fortune Magazine; Bain Estimates; Jupite

26、r Communications 1998,Revenue growth of new entrants like Amazon is fueled by offering greater selection and a superior shopping experience.,Impact Overview Revenue Enhancement,Search Process:,Information desk lines,Imm

27、ediate,Books sorted by section,Books sorted by title, subject, author, keyword, proactive suggestion,Scanning,Querying,Impact OverviewCost Reduction,* Assumes 15% inventory carrying costs** Assumes fully loaded employe

28、e cost of $30KSource: OneSource, Business Week, Hummer Winblad, Onesource,Online retailers have a substantial cost advantage over traditional retailers.,,7.8%,Estimated Savings:,Lower infrastructure costs,,(Rental Expen

29、se/Sales),Percentage of Revenue,,5.4%*,Days Inventory,Impact OverviewSupply Chain Integration Evolution,,Description:,Multiple buyer-seller interfaces in bidding processIndividual company scale in buying/sellingCatalo

30、g-based selection and purchasingoutdated inventory listingsmanual process,Traditional Model,Examples:,Traditional industrial model,,,,,,,,,,Impact OverviewSupply Chain Integration Evolution(Chemdex Example),,Chemdex

31、is a powerful example of an E-Commerce customer relationship model.,Lower costsmarketing leverage marketing through Chemdex presencedistributioncatalogsoverall cost reduced by 15% of revenueIncreased salesdecreas

32、e buyer transaction costs will increase demand,Benefits to Suppliers,Benefits to Customers,Increased convenience due to online product inventorymore accurate (updated daily)consolidated (130 suppliers participating)sp

33、ace-saving (frees up shelf space in customers’ offices)comprehensive (five times more products than biggest paper catalog)Lower costsmore efficient ordering/purchasing processtransaction cost reduced from $100 to $10

34、 or $20,Impact OverviewSupply Chain Integration Evolution(Company Extranets),Description:,Multi-tiered distribution modelMultiple purchase order triggersBlock ordering (manual)Limited data sharing,Traditional Model,

35、Example:,Traditional Food Manufacturer,,,,,,,,,,,,,Purchase,P.O.,P.O.,P.O.,P.O.,P.O.,Impact OverviewInternal Business Management Evolution,,Description:,Hierarchical, functionally-oriented communicationbarriers to shar

36、ing information cross-functionallyslow to share information verticallyMultiple systems throughout organizationredundantincompatibleLinear cross-functional work processesserially processedmultiple handoffsiterativ

37、e,Traditional Model,,,Internet DevelopmentE-Commerce IntroductionBusiness ImpactImpediments for E-CommerceBain eConsulting Experience,Agenda,,,Strategic,Operational,Organizational,There are a number of potential impe

38、diments to successfully implementing an Internet strategy that need to be aggressively managed.,Key Success FactorsImpediments,,來自www.3722.cn中國最大的資料庫下載,Key Success FactorsImperatives,,,Our experience highlights the fol

39、lowing characteristics of winning companies:,Take action earlyset directionlaunch experimentsEstablish framework within which decisions can be takenOrganize for successrecruit talentsecure fundingForm partners

40、hipscritically assess capability gaps,,,Internet DevelopmentE-Commerce IntroductionBusiness ImpactImpediments for E-CommerceBain eConsulting Experience,Agenda,Industry Experience,,Bain has worked with companies acro

41、ss Internet market segments in a variety of industries.,Access,,= Bain Experience,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,Infrastructure,Enablers,Intermediaries,Applications,High Tech,Telecommunications,Retail,Finan

42、cial Services,Consumer Products,Industrial Products,Media,Logistics,Manufacturing,Venture Capital,,,,,,Internet Market Segment:,,Bain E-Commerce Clients,AOLArrow ElectronicsBeedo ABDACOMDatacastDEXFiatGreat Univer

43、sal StoresHewlett PackardLatticeMetacreationsMicrofocus,CitibankCommonwealth BankDellFlemingGruppo FinivestGroupe BullHewlett PackardRosewood CapitalUPS,American ExpressLeo Burnett Cable & WirelessDisn

44、eyEquantEstee LauderFordGapHiltonNordstromUnileverVirginVodafone/AirtouchNike,Recent Clients,Current Clients,Recent Client Discussions,MotorolaNortelOptusPrivate Equity PracticeSilicon GraphicsTandyTeleco