[管理学]电子商务战略管理第一章绪论2011版.ppt

Strategic Business Unit Value Chains For each business unit, the primary activities are as follows: Identify customers: activities that help the firm find new customers and new ways to serve existing customers, including market research and customer satisfaction surveys Design: activities that take a product from concept to manufacturing, including concept research, engineering, and test marketing。 识别顾客：帮助企业寻找新顾客或寻找向老顾客提供新服务的活动，包括市场调查和顾 客满意度调查. 设计：从产品概念形成到生产之前的活动，包括产品概念调查、工艺设计和试销. Strategic Business Unit Value Chains Purchase materials and supplies :procurement activities, including vendor selection, vendor qualification, negotiating long-term supply contracts, and monitoring quality and timeliness of delivery Manufacture product or create service: activities that transform materials and labor into finished products, including fabricating, assembling, finishing, testing, and packaging 采购原料和配件：采购业务活动，包括供应商选择、资格认定、签订长期供货合同、监督交货质量和时限。 生产产品或提供服务：把原料和劳动转化成产成品的活动，包括制造、组装、完工、检验和包装。 Strategic Business Unit Value Chains Market and sell: activities that give buyers a way to purchase and that provide inducements for them to do so, including advertising, promoting, managingsalespeople, pricing, and identifying and monitoring sales and distribution channels Deliver ：activities that store, distribute, and ship the final product, including warehousing, handling materials, consolidating freight, selecting shippers, and monitoring timeliness of delivery. 营销与销售：方便并诱导顾客购买的活动，包括广告、促销、销售队伍管理、定价、选择并控制销售与分销渠道。 交付：储存、配送和运输产成品的活动，包括仓储、物流、拼装、承运和货物跟踪. Strategic Business Unit Value Chains Provide after-sale service and support: activities that promote a continuing relationship with the customer, including installing, testing, maintaining, repairing, fulfilling warranties, and replacing parts 售后服务与支持：同顾客保持关系的活动，包括安装、测试、维护、修理、担保和更换配件。 Strategic Business Unit Value Chains Each business unit must also undertake support activities that provide the infrastructure for the units primary act