电子商务中的零售：产品和服务课件.ppt

電子商務中的零售：產品和服務 Retailing in Electronic Commerce: Products and Services 2006.03 無店頭銷售 網路銷售 郵購 電視購物 直銷?（多層行銷） 注意課題 後台作業 貨物的供應 訂單 倉儲 物流 金流 前台作業 金流 COD: Cash on Delivery Internet Marketing and Electronic Retailing (E-Tailing) Overview of e-tailing Electronic retailing (e-tailing): Retailing conducted online, over the Internet E-tailers: Those who conduct retail business over the Internet Internet Marketing and E-Tailing (cont.) Size and growth of the B2C market number 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 2004 May 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 B2C電子商務規模最大地區為北美 書籍名列線上購物產品榜首 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 旅遊規模約佔總體三分之ㄧ 台灣B2C電子商務規模突破200億 台灣網路零售佔整體零售不及1% 仍以旅遊 票務 3C為三大主要區隔 旅遊產品單價高 銷量大 Internet Marketing and E-Tailing (cont.) Characteristics of successful e-tailing high 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 unimportant well-known packaged items that cannot be opened even in a traditional store (vitamins) 重點 信任機制 品牌 標準 推薦 經驗貨品 運送 E-Tailing Business Models Classification by distribution channel Mail-order retailers that go online Direct marketing from manufacturers Pure-play e-tailers Click-and-mortar retailers Int