1. บทที่ 3 ระบบค้าปลีกสำหรับพาณิชย์ อิเล็กทรอนิกส์ (สินค้าและบริการ)
E-Commerce
บทที่ 3 ระบบค้าปลีกสำหรับพาณิชย์ อิเล็กทรอนิกส์
(สินค้าและบริการ)

2. Outline ตัวอย่าง ร้านค้าปลีก AMAZON.COM: The King of E-Tailing
Overview of Electronic Retailing
What sells well on the internet
Characteristics of Successful e-tailing
Retailing VS E-Tailing
Travel and tourism services online

3. ตัวอย่าง ร้านค้าปลีก AMAZON.COM: The King of E-Tailing

4. ขอให้นักศึกษาจับกลุ่มช่วยกัน List คุณลักษณะที่สร้างความสำเร็จของ Amazon.com

5. ร้านค้าปลีก (e-Tailer)
แบบจำลองธุรกิจประเภทนี้ มีลักษณะที่ ร้านค้าบนอินเตอร์เน็ตเสนอขายสินค้าให้แก่ ผู้บริโภคโดยตรง โดยระบุราคาสินค้าและค่า ขนส่งอย่างชัดเจน การรับคำสั่งซื้อกระทำ โดยระบบอัตโนมัติผ่านเว็บไซต์ และนิยมรับ ชำระเงินด้วยบัตรเครดิต เพื่อเพิ่มความ สะดวกให้กับผู้ซื้อ ตัวอย่างเว็บไซต์ประเภท นี้ได้แก่ เป็นต้น

6. Overview of Electronic Retailing
Electronic Retailing (e-tailing)
Retailing conducted online, over the internet
E-tailers
Retailers who sell over the internet

7. Overview of Electronic Retailing
In the physical world, retailing is done in stores (or factory outlets) that customers must visit in order to make a purchase
The concept of retailing and e-retailing implies sales of goods and/or services to individual customers- that is, B2C

8. Overview of Electronic Retailing
The distinction between B2C and B2B is not always clear
For example
Amazon.com’ chief rival in selling books online, Barnes & Noble (barnesandnoble.com), has a special division that caters only to business customers.
Wal-Mart(walmart.com) sells to both individuals and businesses (via Sam’s Club)
Dell sells its computers to both consumers and businesses from dell.com

9. barnesandnoble.com

10. walmart.com

11. dell.com

12. What sells well on the internet
Computer hardware and software
Dell and Gateway are the major online vendors
More than $20billion in sales in 2004
Consumer Electronics
10 to 15 percent of consumer electronics are sold online
Digital cameras, printers, scanners, and wireless devices (including PDAs and cell phones)

13. What sells well on the internet
Office Supplies
At OfficeDepot.com, up to 10 percent in 2004, grew to $13.6 billion compared to 2003
Sporting Goods
Sell very well on he internet
fogdog.com

14. What sells well on the internet
Books and Music
Amazon.com and barnesandnoble.com are the major sellers of books (around $6.4 billion in 2003)
Hundreds of other e-tailers sell books on the internet, especially specialized books (technical books, children’s books)
Toys
Toys “R”Us, Amazon.com, mattel.com, lego.com

15. What sells well on the internet
Health and Beauty
Vitamins to cosmetics to jewelry, are sold online by most large retailer and by specialty stores
Entertainment
Tickets to events to paid fantasy games, are embraced by millions of shoppers worldwide
ticketmaster.com

16. What sells well on the internet
Apparel and Clothing
Shirts, pants, and even shoes, the online sale of apparel also is growing
Jewelry
Online jewelers Blue Nile Inc. Diamond.com, and Ice.com being in the lead
Mullaney (2004) predicts that jewelry sales will be one of the next six future successful e-tailers,

17. What sells well on the internet
Services
Sales in service industries, especially travel, stock trading, electronic banking, real estate, and insurance, are increasing-more than doubling every year in some case
One popular e-commerce activity is online banking and bill paying
87% by tickets online
Others
Many other products, ranging from prescription drugs to custom shoes, are offered on the internet
Items are specialized or niche products
Internet offers an open and global market to shops
Trying to sell specialized products (antique Coca-Cola bottles at antiquebottles.com

18. Alibaba.com

19. Characteristics of Successful e-tailing
Retail and e-tail success comes from offering quality merchandise at good prices, coupled with excellent service
High brand recognition (Land’s End, Dell, Sony)
A guarantee provided by highly reliable or well- know vendors (Dell, L.L.Bean)
Digitized format (e.g., software, music, or videos)
Relatively inexpensive items (office supplies, vitamins)
Frequently purchased items (groceries, prescription drugs)
Commodities with standard specifications (books, CDs, airline tickets), making physical inspection unimportant
Well-know packaged items that cannot be opened even in a traditional store (foods, chocolates, vitamins)

20. Retailing VS E-Tailing
Retailers
Expansion of retailing platform to include more locations and space
May not need physical expansion
Expand marketing effort to turn “window shoppers” into effective shoppers
Sales automation technologies such as POS systems
More stable due to nonanonymous contacts
More tolerable of disputes due to visibility
Physical relationships
Lower cognitive shopping overhead due to easy-to- establish mutual trust
Local competition
Fewer competitors
Local area customers
No anonymity
Fewer resources needed to increase customer loyalty

21. Retailing VS E-Tailing
Expansion of e-commerce platform to include increased server capacity and distribution facilities
May still need physical expansion to provide sustainable services
Expand marketing to turn “pane shoppers” into effective shoppers
Front-end technologies
Back-end technologies
Information technologies
Less stable due to anonymous contacts
More intolerant of disputes due to invisibility
Logical relationships
Higher cognitive shopping overhead due to hard-to-establish mutual trust
Global competition
More competitors
Wide area customers
Anonymity
More resources needed to increase customer loyalty

22. Travel and tourism services online
Online travel is probably the most successful e-commerce implementation
Some major travel-related web sites are expedia.com, orbitz.com, travelocity.com, travelzoo.com, asiatravel.com, hotwire.com
The revenue models of online travel services include direct revenues (commissions), revenue from advertising, consultancy fees, subscription or membership fees, revenue-sharing fees, and more
The value propositions, such as increased customer trust, loyalty, and brand image
From providing general information to reserving and purchasing tickets, accommodations, and entertainment

23. Services provided
Electronic travel magazines, fare comparisons, city guides, currency conversion calculators, fare tracking (free alerts on low fares to and from a city and favorite destinations), worldwide business and place locators, an outlet for travel accessories and books, experts’ opinions, major international and travel news, detailed driving maps, chat rooms and bulletin boards

24. Impact of e-commerce on the travel industry
The increased popularity of online reservations, several service providers, such as the large hotel chains, have found that an additional intermediary has appeared between them and the consumers
Consumers used to order accommodations directly from a hotel are now using the internet to compare prices and frequently are buying from an intermediary that provides them with the lowest price

25. Question

26. Reference Cram. C.M. (2001). E-Commerce Concepts. Course Technology.
King, D., Viehland, D., and Lee, Jae. (2006). Electronic Commerce A Managerial Perspective. Pearson International Edition.