英文版 电子商务课件(部分) EC7-12

LOGOECChapter12PlanningforElectronicCommerceECLOGOECContentsofChapter12ECPlanningElectronicCommerceInitiatives1StrategiesforDevelopingElectronicCommerceWebSite2ManagingElectronicCommerceImplementation3LOGOECPartOnePlanningElectronicCommerceInitiativesECLOGOECContentsIdentifyingObjectives1ECLinkingObjectivestoBusinessStrategies2MeasuringBenefits3ManagingCosts4ComparingBenefitstoCosts5ReturnonInvestment(ROI)6LOGOECPlanningElectronicCommerceInitiatives(cont.)1IdentifyingObjectives(设定目标)Businessesundertakeelectroniccommerceinitiativesforawidevarietyofreasons.IncreasingsalesinexistingmarketsOpeningnewmarketsServingexistingcustomersbetterIdentifyingnewvendorsCoordinatingmoreefficientlywithexistingvendorsRecruitingemployeesmoreeffectivelyECLOGOECPlanningElectronicCommerceInitiatives(cont.)2LinkingObjectivestoBusinessStrategies(将目标与企业战略衔接起来)Businessescanusetwostrategies:Downstreamstrategies(下行战略)-UsedtoimprovethevaluethatthebusinessprovidestoitscustomersUpstreamstrategies(上行战略)-Focusonreducingcostsorgeneratingvalue-WorkwithsuppliersorinboundshippingandfreightserviceprovidersECLOGOECPlanningElectronicCommerceInitiatives(cont.)2LinkingObjectivestoBusiness(continued)ElectroniccommerceopportunitiescaninspirebusinessestoundertakeactivitiessuchasBuildingbrandsEnhancingexistingmarketingprogramsSellingproductsandservicesSellingadvertisingDevelopingabetterunderstandingofcustomerneedsECLOGOECPlanningElectronicCommerceInitiatives(cont.)2LinkingObjectivestoBusiness(continued)Improvingafter-saleserviceandsupportPurchasingproductsandservicesManagingsupplychainsOperatingauctionsBuildingvirtualcommunitiesandWebportalsECLOGOECPlanningElectronicCommerceInitiatives(cont.)3MeasuringBenefits(衡量效益目标)Tangiblebenefitsofelectroniccommerceinitiatives-Increasedsales-ReducedcostsIntangiblebenefitsofelectroniccommerceinitiatives-IncreasedcustomersatisfactionECLOGOECLOGOECPlanningElectronicCommerceInitiatives(cont.)4ManagingCosts(成本管理)Totalcostofownership(花费总成本)-Includescostsofhardware,software,designworkoutsourced,andsalariesChangemanagement(变动管理)-ProcessofhelpingemployeescopewithchangesOpportunitycosts(机会成本)-LostbenefitsfromanactionnottakenECLOGOECPlanningElectronicCommerceInitiatives(cont.)4ManagingCosts(成本管理)(continued)WebSiteCosts(站点成本)RecentsurveysbyInternationalDataCorporationandGartner,Inc.Costforlargecompanytobuildandimplemententry-levelelectroniccommercesiteisabout$1million-79percentofcostislaborrelated-10percentisthecostofsoftware-11percentisthecostofhardwareECLOGOECLOGOECLOGOECPlanningElectronicCommerceInitiatives(cont.)4ManagingCosts(成本管理)(continued)Expertsagreethattheannualcosttomaintainandimproveasitewillbe50and200percentoftheinitialcostMcKinsey&Companystudy-Fullportalsitecostestimatewas$2.4milliontobuildand$4.3millionperyeartomaintain-Companionsitecostestimatewas$150,000tobuildand$270,000peryeartomaintainECLOGOECPlanningElectronicCommerceInitiatives(cont.)5ComparingBenefitstoCosts(比较收益与成本)Capitalprojects(capitalinvestments)(基建项目、基建投资)-Majorinvestmentsinequipment,personnel,andotherassetsKeypartofcreatingabusinessplanforelectroniccommerceinitiatives-Identifyingpotentialbenefits-Identifyingcostsrequiredtogeneratebenefits-EvaluatingwhetherbenefitsexceedcostsECLOGOECLOGOECPlanningElectronicCommerceInitiatives(cont.)6ReturnonInvestment(ROI)(投资回报率)Techniquesprovideaquantitativeexpressionofacomfortablebenefit-to-costmarginBuilt-inbiasesthatcanleadmanagerstomakepoordecisions-ROIrequiresthatallcostsandbenefitsbestatedindollars-Focusisonbenefitsthatcanbepredicted-Tendstoemphasizeshort-runbenefitsoverlong-runbenefitsECLOGOECPartTwoStrategiesforDevelopingElectronicCommerceWebSiteECLOGOECContentsInternalDevelopmentvs.Outsourcing12ECNewMethodsforImplementingPartialOutsourcing3SelectingaHostingService2LOGOECStrategiesforDevelopingElectronicCommerceWebSite(cont.)1InternalDevelopmentvs.Outsourcing(内部开发与外包)OutsourcingHiringanothercompanytoprovideoutsidesupportforallorpartofaproject(1)Internalteam(内部团队)ShouldincludepeoplewithenoughknowledgeabouttheInternetanditstechnologiesShouldbecreativethinkersMeasuringachievementsofinternalteamisveryimportantECLOGOECStrategiesforDevelopingElectronicCommerceWebSite(cont.)1InternalDevelopmentvs.Outsourcing(内部开发与外包)(continued)(2)EarlyOutsourcing(早期外包)OutsourceinitialsitedesignanddevelopmenttolaunchaprojectquicklyOutsourcingteamtrainscompany’sinformationsystemsprofessionalsinthenewtechnologyItisbesttohaveacompany’sowninformationsystemspeopleworkingcloselywiththeoutsourcingteamECLOGOECStrategiesforDevelopingElectronicCommerceWebSite(cont.)1InternalDevelopmentvs.Outsourcing(内部开发与外包)(continued)(3)LateOutsourcing(晚期外包)Informationsystemsprofessionals-Doinitialdesignanddevelopmentwork-Implementsystem-OperatesystemuntilitbecomesastablepartofthebusinessoperationOnceacompanyhasgainedacompetitiveadvantage，maintenanceoftheelectroniccommercesystemcanbeoutsourcedECLOGOECStrategiesforDevelopingElectronicCommerceWebSite(cont.)1InternalDevelopmentvs.Outsourcing(内部开发与外包)(continued)(4)PartialOu