電子商務中的零售：產品和服務 Retailing in Electronic Commerce: Products and Services 2006.03

電子商務中的零售：產品和服務

Retailing in Electronic Commerce: Products and Services

2006.03

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無店頭銷售

網路銷售郵購電視購物直銷（多層行銷）

3

注意課題

後台作業貨物的供應

訂單倉儲物流金流

前台作業金流COD: Cash on Delivery

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Internet Marketing and Electronic Retailing (E-Tailing)

Overview of e-tailingElectronic retailing (e-tailing): Retailing conducted online, over the Internet

E-tailers: Those who conduct retail business over the Internet

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Internet Marketing and E-Tailing (cont.)

Size and growth of the B2C marketnumber of U.S. online buyers from 53.2% of all Internet users in 2001 to 6% by 2004 (90 million people purchasing online)U. S. revenues from online B2C buying predicted to go from $73 billion in 2001 to $190 billion in 2004May 2002 sales of $9.8 billion in the first quarter of 2002 (up 19.3 percent from the first quarter of 2001)annual 2002 sales estimated to be over $40 billion—1.4 % of total retail sales, up from 1.1 percent in 2001 average online shopper spent over $300 per quarter

全球寬頻用戶數急速成長

- 50,000 100,000 150,000 200,000

2000年

2001年

2002年

2003年

2004 (f)年

2005 (f)年

亞太地區拉丁美洲北美西歐

13,067

33,109

57,246

86,187

117,689

154,321

CAGR=63.85%

資料來源： eMarketer ，資策會 MIC 整理， 2003年 4 月

全球寬頻網路用戶數

單位：千戶

寬頻的普及將促使網頁呈現以及網路廣告形式走向多媒體表現方式，同時亦有助於帶動線上影音、線上學習等需求

22.17%

58.50%17.90%

0.37% 0.45% 0.60%

北美亞太地區西歐

拉丁美洲東歐非洲及中東

地區市場規模($US billions)

北美 $78.1

亞太地區 $23.9

西歐 $29.6

拉丁美洲 $0.5

東歐 $0.6

非洲及中東 $0.8

總計 $133.6資料來源： Forrester Research， 2002年

2002年全球 B2C電子商務市場規模

B2C 電子商務規模最大地區為北美

北美地區 2002年 B2C電子商務規模佔全球 58.5%，其中美國約為720億西歐與亞太地區則僅次於北美西歐與亞太地區已具備基本要件，最具發展電子商務潛力

書籍名列線上購物產品榜首

產品品項比率書籍 23

音樂產品 (CD) 15

服飾 13

消費性電子產品 13

旅遊產品 11

電腦硬體 10

產品品項比率

電腦軟體 8

票務 8

日用雜貨 7

錄影帶 /VCD 5

家具 / 家飾 4

玩具 / 遊戲軟體 4

產品品項比率化妝品 4

商務旅遊產品 4

運動用品 4

珠寶 / 時尚產品 3

股票 / 金融商品 2

汽車 1

其他 19

線上購物產品品項與種類

資料來源： Taylor Nelson Sofres Interactive， 2002 年

全球網路消費者購買頻次較高的產品品項包括書籍、音樂產品 (CD)、服飾、消費性電子產品、旅遊產品等

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What sells best on the Internet?

Computer hardware and software

Consumer electronics

Sporting goods

Office supplies

Books and music

Toys

Health and beauty

Entertainment

Apparel

Cars

Services

Others

0

5

10

15

20

25

0%

20%

40%

60%

80%

100%

120%

規模 22.2 9 8.4 5.6 3.6 2.6 2.3 2.2 2.1 1.4 1.4 12.9

成長幅度 58% 69% 42% 67% 38% 33% 16% 17% 29% 102% 17% -

旅遊汽車電腦軟體及硬體

服飾消費性電子產品

票務影音產品

玩具書籍花卉首飾其它

旅遊規模約佔總體三分之ㄧ

線上旅遊規模最大，約佔總合之 30%

旅遊、汽車、服飾以及花卉的市場規模成長幅度最高

2002 年美國 B2C 電子商務市場產品類別分析

資料來源： Shop.org, Forrester Research, eMarketer， 2003年 5 月

單位：十億美元

-

5,000

10,000

15,000

20,000

25,000

30,000

0.0%

50.0%

100.0%

150.0%

200.0%

250.0%

規模年成長率

規模 360 631 1,934 3,952 8,984 15,145 20,474 26,615

年成長率 75.3% 206.5% 104.3% 127.3% 68.6% 35.2% 30.0%

1997年 1998年 1999年 2000年 2001年 2002年 2003年2004年

(f)

因先後受美伊戰爭以及 SARS 疫情的影響， 2003年上半年線上旅遊營收大幅下滑，線上票務中的藝文及交通類票務亦深受衝擊，但 2003年仍較 2002

年成長 15.44%

B2C 電子商務市場規模

資料來源：資策會 MIC， 2003年 6 月

台灣 B2C 電子商務規模突破 200 億單位：新台幣百萬元

台灣網路零售佔整體零售不及 1%單位：新台幣十億元

資料來源：經濟部統計處、資策會 MIC， 2003年 12 月

雖然目前線上零售所佔比例仍低，但每年均呈快速成長之趨勢相較於美國線上零售約佔 1.5之比例，根據成長趨勢預測，我國線上零售應仍有很大成長空間

網路零售市場規模

-

500.0

1,000.0

1,500.0

2,000.0

2,500.0

3,000.0

3,500.0

0.00%

0.10%

0.20%

0.30%

0.40%

0.50%

0.60%

線上零售 0.8 2.1 4.4 7.7 12.2 15.8

total 2,991.2 3,129.6 3,050.7 3,060.6 3,149.7 3,244.2

線上零售比率 0.03% 0.07% 0.14% 0.25% 0.39% 0.49%

1999年 2000年 2001年 2002年 2003年2004年(f)

仍以旅遊票務 3C 為三大主要區隔

其它19.6%

3C13.9%

書籍3.3%

美容保養5.4%

旅遊產品41.9%

電腦軟體2.1%

票務13.8%

旅遊產品一支獨秀，2003年佔總體的41.9%，但所佔比例日漸減小仍以旅遊、票務、3C為三大區隔，票務約佔13.8%， 3C商品約佔13.9%

註 1 ：電腦軟體不含遊戲註 2 ：其他包括雜貨、花卉、精品、食品、傢俱、服飾等項目資料來源：資策會 MIC， 2003年 12 月

我國 B2C 電子商務各區隔所佔比例

旅遊產品49.0%

電腦軟體2.4%

票務12.8%

其它9.8%

3C17.1%

書籍3.4%

美容保養5.5%

2002 年 2003 年

896138

5,051 4,738

267696

6,746

3,007

8,369

1,456 1,568 1,666 1,7671,310

5,823

1,069

-

1,000

2,000

3,000

4,000

5,000

6,000

7,000

8,000

9,000平均每月成交筆數平均每筆成交金額

旅遊產品單價高銷量大

旅遊產品平均成交金額及每月成交筆數俱高，堪稱網路最熱門商品

註 1 ：票務近乎壟斷局面，故未予計算成交筆數；其它包括食品、雜貨、廚具等，因品項繁多，不予計算該類平均成交金額及平均成交筆數

註 2 ：回卷家數 215

資料來源：資策會 MIC， 2003年 12 月

我國 B2C 電子商務市場產品類別分析

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Characteristics of successful e-tailinghigh brand recognition (Lands’ End)guarantee provided by highly reliable or well-known vendors (Dell)digitized format (software)relatively inexpensive items (office supplies)frequently purchased items (groceries)commodities with standard specifications (books), physical inspection unimportantwell-known packaged items that cannot be opened even in a traditional store (vitamins)

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重點

信任機制品牌標準推薦經驗貨品

運送

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E-Tailing Business Models

Classification by distribution channelMail-order retailers that go online

Direct marketing from manufacturers

Pure-play e-tailers

Click-and-mortar retailers

Internet (online) malls

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E-Tailing Business Models (cont.)

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Direct marketing by mail order companiesdirect marketing: broadly, marketing that takes place without intermediaries between manufacturers and buyers; in the context of this book, marketing done online between any seller and buyer

e.g. 東森

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E-Tailing Business Models

Direct sales by manufacturersSellers understand their markets better because of the direct connection to consumers, and consumers gain greater information about the products through direct connection to the manufacturers

Example: Dell Computers—build-to-order approach of customization

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Pure-play e-tailersVirtual (pure-play) e-tailers: Firms that sell directly to consumers over the Internet without maintaining a physical sales channel

Examples: 博客來

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Click-and-mortar retailers: Brick-and-mortar retailers with a transactional Web site from which to conduct business

Brick-and-mortar retailers: Retailers who do business in the non-Internet, physical world in traditional brick-and-mortar stores

Multichannel business model: Describes a company that sells in multiple marketing channels simultaneously (e.g., both physical and online stores)

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Retailing in online mallsReferring directories

directory organized by product typecatalog listings or banner ads at the mall site advertise the products or stores

Malls with shared servicesconsumer can find the product, order and pay for it, and arrange for shipmenthosting mall provides these services, but they are executed by each store independently

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Other B2C business modelsTransaction brokersInformation portalsCommunity portalsContent creators or disseminatorsViral marketingMarket makersBuild-to-orderService providers

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Travel and Tourism Services Online

Major travel-related Web sites are:

expedia.comorbitz.comtravelocity.comasiatravel.comhotwire.comtravelweb.comeurovacations.compriceline.com

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Travel and Tourism Services Online (cont.)

Revenue models of online travel services include:

Direct revenues (commissions)Revenue from advertisingConsultancy feesSubscription or membership feesRevenue-sharing feesOthers

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Services provided:Traditional services

providing general information

reserving and purchasing tickets, accommodations, and entertainment

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Unique servicestravel tips (a visa problem)

electronic travel magazines

fare comparisons

currency conversion calculators

worldwide business and place locators

outlet for travel accessories and books

experts’ opinions

major international and travel news

detailed driving maps and directions

chat rooms and bulletin boards

frequent-flier deals

online travel auctions

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Impact of EC on the travel industryConsumers who used to order accommodations directly from a hotel are now using the Internet to compare prices and frequently are buying from an intermediary (Hotwire.com)

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Corporate travelTo reduce corporate travel costs, companies can make arrangements that enable employees to plan and book their own trips

Using online optimization tools provided by travel companies

Travel authorization software checks availability of funds and compliance with corporate guidelines

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Employment Placement and the Job Market

The Internet offers a rich environment for job seekers and for companies searching for hard-to-find employees

Who uses the Internet job market?Job seekersEmployers seeking employeesJob agenciesGovernment agencies and institutions

104 人力銀行

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Real Estate Online

Potential homebuyers can:view many properties online, at any time and from anywhere, saving time for the buyer and the broker

sort and organize properties according to specific criteria and preview the exterior and interior design of the properties, shortening the search process

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Insurance Online

Standard insurance policies are available online at a substantial discount :

Auto

Home

Life

Health

Third-party aggregators offer free comparisons of available policies

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Online Stock Trading

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Banking and Personal Finance Online

electronic banking (e-banking): Various banking activities conducted from home or the road using an Internet connection; also known as cyberbanking, virtual banking, online banking, and home banking

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Banking and Personal Finance Online (cont.)

Home banking capabilitiesView current account balances and history at anytimeObtain charge and credit card statementsPay billsDownload account transactionsTransfer money between accountsBalance accountsSend e-mail to the bankExpand the meaning of “banker’s hours”Handle finances when travelingUse additional services

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Banking and Personal Finance Online (cont.)

Virtual banksHave no physical location, but only conduct online transactions

NetBank (netbank.com)

First Internet Bank (firstib.com)

Make sure that the bank is legitimate before sending money to a virtual bank

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On-Demand Delivery Services and E-Grocers

E-grocer: A grocer that will take orders online and provide deliveries on a daily or other regular schedule or will deliver items within a very short period of time

On-demand delivery service: Express delivery made fairly quickly after an online order is received

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On-Demand Delivery Services and E-Grocers (cont.)

E-grocersoffer consumers the ability to order items online and have them delivered to their houses free regular “unattended” weekly delivery based on a monthly subscription modelon-demand deliveries—a surcharge and additional delivery charge

nonperishable items shipped via common carrierdry-cleaning pickup and delivery“don’t run out” automatic reordering fresh flower deliverymovie rentalsmeal planningrecipe tipsmultimedia featuresnutritional information

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On-Demand Delivery Services and E-Grocers (cont.)

Who are e-grocery shoppers?

Shopping avoiders

Necessity users

New technologists

Time-starved consumers

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Online Delivery of Digital Products, Entertainment, and Media

Digital products: products that can be transformed to digital format and delivered over the Internet

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Online Delivery of Digital Products, Entertainment, and Media (cont.)

Napster Consumers-to-consumers (peer-to-peer) digital distribution

Napster only shares “libraries” or lists of songs, and then enables a peer-to-peer file-sharing environment

Sued for copyright infringement in 2002

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Online Delivery of Digital Products, Entertainment, and Media (cont.)

Free file sharing is no longer allowed

Napster forced to charge customers for use of its file-sharing service

Entered into an agreement with Bertelsmann AG (large global music label that participated in the lawsuit against Napster)

Went into bankruptcy in 2002

Roxio purchaced and reopened in late 2003 as “for fee file-sharing service”

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Online Purchase Decision Aids

Shopping portals: Gateways to storefronts and malls; may be comprehensive or niche oriented

dealtime.com

shopping.yahoo.com

eshop.msn.com

webcenter.shop.aol.com

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Online Purchase Decision Aids (cont.)

shopping robots (shopping agents or shopbots): Tools that scout the Web on behalf of consumers who specify search criteria

autobytel.com

Zdnet.com/computershopper

office.com

dealtime.com

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“Spy services”services that visit Web sites for you, at your direction, and notify you of their findings

spyonit.com

web2mail.com

alerts.yahoo.com

Wireless shopping comparisonsMysimon.com

AT&T Digital PocketNet

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Business rating sitesBizrate.com

Consumer Reports Online (consumerreports.org)

Forrester Research (forrester.com)

Gomez Advisors (gomez.com)

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Trust verifications sites:

evaluate and verify the trustworthiness of various e-tailers

TrustE

Versign

BBB online

Webtrust

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Successful Click-and-Mortar Strategies

Speak with one voice

Empower the customer

Leverage the multichannels

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Problems with E-Tailing and Lessons Learned

Reasons retailers give for not going online include:

product is not appropriate for Web sales

lack of significant opportunity

too expensive

technology not ready

online sales conflict with core business

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Problems with E-Tailing and Lessons Learned (cont.)

Failures in B2C dot-comsKozmo.com—a creative idea for on-demand deliveries of movie rentals—difficulty in how to return the videosFurniture.com—difficulty in delivering products in a timely mannereRegister.com—registering for courses etc. online was not popular with consumers

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Go.com—business model called for selling a large amount of ad impressions, which proved to be impossible

Pets.com—cost of acquiring customers was too costly

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Lessons learned:Don’t ignore profitability

Manage new risk exposure

Watch the cost of branding

Do not start with insufficient funds

The web site must be effective

Keep it interesting

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Issues in E-Tailing

Disintermediation: The removal of organizations or business process layers responsible for certain intermediary steps in a given supply chain

Reintermediation: The process whereby intermediaries (either new ones or those that had been disintermediated) take on new intermediary roles

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Issues in E-Tailing (cont.)

Cybermediation (electronic intermediation): The use of software (intelligent) agents to facilitate intermediation

Hypermediation: Extensive use of both human and electronic intermediation to provide assistance in all phases of an e-commerce venture

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Unbundling: old economy processes will be broken into specialized segments that can be delivered by specialized intermediaries

Channel conflict: Situation in which an online marketing channel upsets the traditional channels due to real or perceived damage from competition

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Determining the right priceprices competitive on the Internetprices should be in line with the corporate policy on profitability

Personalizationuse cookie files and other technologies to track the specific browsing and buying behavior of each consumermarketing plan tailored to that consumer’s pattern

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Managerial Issues

Should we grab a first-mover advantage or wait and learn?

What should our strategic position be?

Are we financially viable?

Should we recruit out of town?

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Managerial Issues (cont.)

Are there international legal issues regarding online recruiting?

Do we have ethics and privacy guidelines?

How will intermediaries act in cyberspace?

Should we set up alliances?

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Summary

The scope of e-tailing

E-tailing business models

How online travel/tourism services operate

The online job market and its benefits

The electronic real estate market

Online trading of stocks and bonds

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Summary (cont.)

Cyberbanking and personal finance

On-demand delivery service

Delivery of digital products

Aiding consumer purchase decisions

Critical success factors

Disintermediation and reintermediation

Documents

電子商務中的零售：產品和服務 Retailing in Electronic Commerce: Products and Services 2006.03