EBAY如何拓展亚洲市场(英文)

ebaYbbaaYYYbbbbbYYYYYaaaaaabbEBAYEXPANDINGINTOASIA•E-business•Onlineaction•Focusonglobalmarkettrustamongpeopleitem’svalueGlobalM&AThemorethebetter？MARKETSHAREUSEUROPEASIA•1999-Alando•2000-Half•2001-MercadoLibre-Lokau-iBazar•2002-udib•2002-Paypal•2003-EachNet•2004-InternetAuction•2005-Skype•2006-PChomeOnline…BrandLoyaltypriceservicesafetyTechnologyDifferentiationYahoo！GmarketTAOBAOAmazonGoogleBaidu…•Growthrate•Competitors•Intensityofcompetition•Emphasisonproductdesign•Emphasisonprocessdesign•Majorfunctionalareasofconcern•OverallobjectiveB2BB2CC2CPaypalHalfSkype………STRENGTH•GLOBALBRAND•RESCOURCES•CAPITAL•REPUTATIONWEAKNESS•MARKETSHARE•LOCALIZE•COSTSOPPORTUNITY•POLITICALORIENTATION•INCREASINGINTHERNETUSERS•SKYPE•GOOGLETHREAT•COMPETITORS•MARKETIMPERFECTIONiEscrowMailboxe-StampFreightquotePayPalBuyersSellerseBayHostingSuppliersMARKETING&SALESSERVICE•TECHNOLOGYDEVELOPMENT•R&D•HUMANRESCOURCES•TRUSTAMONGTRADERS•INFRASTRUCTURE•ITREPUTATION•BRAND•TRUSTTECHNOLOGICAL•SELLERCENTRAL•THEPOWERSELLERORGANIZATIONAL•C2C•B2BMIXVALUABLE?•YESRARE?•NODIFFICULTTOIMITATE?•NOWITHOUTSUBSTITUTES?•NOIMPLICATIONS:•COMPETITIVEPARITYThreatofNewEntrantBargainingPowerofBuyersBargainingPowerofSuppliersIntensityofRivalryAmongExistingFirmsThreatofSubstituteProductsstrongglobalpresenceEarth’sbiggestbookstoreinstant&cheaper70%ofChineseonlineauctionmarket•FreeCommunicationbetweenbuyers&sellers•Quantityofbuyers&sellers•Lowercostofsellersmorebuyersleadpositionmoreshare•LocalpolicyCHINAAMERICACANADAAUSTRALIATOTAL11471260416308961504581032500101401529Realshop:Retailers/SpecialsaleshopsMarkets/ShoppingcentersVirtualshop:OnlinestoreofproducerPolicyConstraintsScaleEconomicsCapitalrequirementIT:Servers:IntelPentiumdual-CPUserverOperatingsystem:WindowsNTSoftware:IBMWebsphere•Scaleofbuyersislarge•Productsintheindustryissimilar•costsinswitchingtosubstitutesorotherbrandsarelow0•NumeroussellersFIVEFORCESC2CECOMMERCETHREATOFNEWENTRYMEDTHREATOFSUBSTITUTESMEDBARGAININGPOWER/BUYERSHIGHBARGAININGPOWER/SUPPLIERSHIGHINTENSITYHIGHPROFITPOTENTIALLOW“TOBEORNOTTOBE,THATISTHEQUESTION!”FREEBASICSERVICESLISTINGFEESeBay’slistingfeeswerenotoneofthetop5reasonswhyconsumersusedTaobaoovereBay.Infact,evenaftereBayofferedfreelistingsinearly2006,theystilllostcustomerstoTaobao.GiveaccuratedescriptionKeepyourwordGiveamoneybackguaranteeOfferqualityproductTrust!NicheMarketLocalizationCreativePowerStrategicAllianceCUP20%80%EachnetOthers200320%80%EachnetOthers300million2006TaobaofocusesonthedomesticmarketChinahasbecomethesecond-largestluxurymarketintheworldeBayshouldconnecttheChinesemanufacturesandtheinternationalconsumersNicheMarketninemonthstoimplementanymajorchangesandnineweekstoevenchangeawordonthewebsitelocalteamlosttheabilitytoadapttofast-changingChinamarketdevelopitslocalplatforminordertoadjusttoChinamarkethireChinesewhounderstandlocalbusinessLocalizationCreateaproductpediatoolsimilartoWikipediathatenablesuserstopostproductreviewsanddescriptionsWeb2.0technologieswouldalloweditingandarticleimprovementShowadslinktorelatedproductsoneBay'ssiteleadingtomoresalesRankinghigherpageonGoogleCreativePowerAcquiringcompaniesthathavesimilarproductlinesbroadenproductlinestakeadvantageofexistingmarketingchannelsMostsalestodayareinused,outdatedoroverstockedmerchandisethatcanbediscounted.ThesitehasbecomeabigoutletforlargecorporationslikeSunMicrosystemsandDellthatlooktosellrefurbishedorusedcomputerequipment.(Lorek,2002)StrategicAllianceChina‘sbankcardassociationChinaUnionPayannouncedthatitscardmemberswillbeabletouseonlinepaymentspecialistPayPaltoshoponline2.1billionCUPcardsmemberswillbeabletousePayPalCUP