制造业的互联网化转型3.ppt

E-commerce continues to experience strong growth, impacting industries beyond retail and in consumer-facing and business-facing commerce sites. As per Internet Retailer Magazine, U.S. e-commerce sales alone grew by 16.1% to $194.3 billion in 2011 from $167.3 billion in 2010. Retail continues as the largest segment, while branded manufacturing shows the fastest growth as companies create a direct-to-consumer presence. Mobile, social and a focus on customer analytics all contribute to e-commerce success, but also raise the complexity of an e-commerce initiative. The rapid evolution of technology and changing customer expectations are impacting the customer experience. The B2C and B2B customer experience has already adapted to the demands of multichannel browsing and buying, wherein customers expect to be able to access search, shopping and support capabilities, regardless of their location (in-store or out of store) and endpoint device (laptop, tablet, mobile, kiosk, digital display or other). E-commerce has often been associated with online retailing. However, this is not the only industry that is taking advantage of selling online (see E-Commerce Has Spread Beyond Retail). Many B2C and B2B industries are using the Web as a sales channel and, where possible, leveraging the knowledge and capabilities of each others e-commerce customer experiences. B2B organizations are seeking to make their customer experiences more B2C-like, while B2C organizations are seeking to use B2B capabilities, such as product configuration, for their more complex product and service offerings. Improving the customer experience can involve complex solutions that rely on factors well beyond the scope of the e-commerce infrastructure. The elements of a great e-commerce customer experience will vary for different industries — from advanced personalization, better search and navigation to order and fulfillment experience. E-commerce is moving beyond just an online selling channel to integ