Dự báo thị trường điện tử B2C (tiếp) y Mục công nhận thương hiệu cao y Hàng hóa có thể được chuyển thành hàng hóa số hóa như sách, âm nhạc, và video Tìm y với an ninh đảm bảo được đưa ra bởi cao các nhà cung cấp đáng tin cậy hoặc được biết đến | Chapter 2 Retailing in Electronic Commerce Learning Objectives Define the factors that determine the business models of electronic marketing Identify the critical success factors of direct marketing Design the desirable relationship in a direct marketing setting Analyze the critical success factors of electronic intermediaries Identify the typical products that sold well in the electronic market Observe the reactive strategy of traditional department stores Discuss whether electronic commerce should always target global markets Describe the consumer’s shopping procedures on the Internet Discuss the types of aiding-comparison-shopping devices Describe the impact of EC on disintermediation and re-intermediation in retailing Learning Objectives (cont.) Overview of Electronic Marketing Structure Business-oriented Electronic Marketing (B2B) Needs more precise record keeping, trackability, accountability, and formal contracts, usually with high volume of transactions and large amount . | Chapter 2 Retailing in Electronic Commerce Learning Objectives Define the factors that determine the business models of electronic marketing Identify the critical success factors of direct marketing Design the desirable relationship in a direct marketing setting Analyze the critical success factors of electronic intermediaries Identify the typical products that sold well in the electronic market Observe the reactive strategy of traditional department stores Discuss whether electronic commerce should always target global markets Describe the consumer’s shopping procedures on the Internet Discuss the types of aiding-comparison-shopping devices Describe the impact of EC on disintermediation and re-intermediation in retailing Learning Objectives (cont.) Overview of Electronic Marketing Structure Business-oriented Electronic Marketing (B2B) Needs more precise record keeping, trackability, accountability, and formal contracts, usually with high volume of transactions and large amount payments Consumer-oriented Electronic Marketing (B2C) Mostly online; on the Internet Growing offline too, mainly by using smart cards, although it is still experimental Advantages of Electronic Marketing Direct marketing Customization Online customer service Electronic shopping malls: Intermediaries (. Internet Mall) Stores (. Amazon, Online) Electronic intermediaries Global marketing Customers can order from cyberstores 24 hours a day, 7 days a week from any place in the world Forecast of the B2C Electronic Markets Initial Forecast of B2C Electronic Market Size Forecasting Institutions 1997 2000 IDC 1,000 117,000 VSAComm 48 3,500 VeriFone 350 65,000 Actif Media 436 46,000 Killen & Assoc. 775,000 Yankee 850 144,000 Jupiter 45 580 E-land 450 10,000 EU 228,000 USA 200 EITO 363 200,000 AEA/AU 200 45,000 Hambrecht & Quest 1,170 23,200 Forrester 518 6,579 [Source: OECD, 1997] Kinds of items sold Forecast of the B2C Electronic Markets (cont.) (Unit: Millions of . Dollars) Items
