贝恩行业分析-互联网影响-PointofViewlar.pptx
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1、Authors:Reviewers:bcPoint of View Created:June 1999Heidi Locke SimonLangston JonesJeffrey KuoDavid SandersonEmma GrayAaron Cheris1PointofViewbcPoint of ViewE Commerce ToolkitWhat impact is the Internet having?How will the Internet affect my business?What should we be doing to respond?What are the ke
2、ys to success?Executives across the board are posing four fundamental questions:OverviewBains Point of View2PointofViewbcPoint of ViewE Commerce ToolkitAgendaInternet Impact DetailBusiness Impact DetailResponse AlternativesKey Success Factors 3PointofViewbcPoint of ViewE Commerce ToolkitThe Internet
3、 is a major discontinuity that will redefine the strategic landscape in every industry.Defining characteristics of the Internet create a truly unique user experienceUbiquitous reachDramatically lower cost interactionComplete,symmetrical,“free”informationThese result in dramatic changes across compan
4、y relationships with customers,suppliers,employees and other stakeholdersRedefinition of entire user experienceNew channel to capture growth opportunitiesElectronic management of upstream supply chain relationshipsTight linkage of end-user demand to company operationsRedeployment of physical and hum
5、an resources to facilitate dramatic productivity improvementOverview(1 of 2)Internet Impact Detail4PointofViewbcPoint of ViewE Commerce ToolkitThe Internet is a major discontinuity.The stakes are high for shareholder wealth creationOver the past three years,a small group of Internet companies have c
6、reated more value than any other industry achieved over ten yearsThe Internet is a dynamic medium,and further significant shifts have yet to play outDramatically enhanced network performanceHigh speed access widely availableNew demographic wavesNew specialized(non-PC)access devices and new access bu
7、siness modelsValue added reintermediationIntegration of physical and electronic participationOverview(2 of 2)Internet Impact Detail5PointofViewbcPoint of ViewE Commerce ToolkitThe Internet will redefine the strategic landscape in every industry.Product customization/qualityGeographic proximityMechan
8、ical innovationTransportation infrastructureScale economiesMass marketingUbiquitous reach to all stakeholdersDramatically lower cost interactionsComplete,symmetric,“free”informationWell ordered,multi-tiered distributionEfficient,optimized physical touch relationshipsTruly unique user experience-deep
9、er customer relationships-broader reachComplete restructuring of industry supply chainsLower cost and enhanced productivityCraft Based EconomyIndustrial RevolutionMass ProductionInternet/Information RevolutionSuppliersDIstrIbutorsManufacturingResellersCustomersInternet RevolutionInternet Impact Deta
10、il6PointofViewbcPoint of ViewE Commerce ToolkitInternet CharacteristicsDefining characteristics of this new communications medium are redefining all companies stakeholder interactions.Example Implications:DramaticallyLower Cost InteractionKey Characteristics:Anyone,anytime,anywhere interactionSubsti
11、tutes high cost human for low cost electronic interactionFrictionless information exchangeUniversal accessLow cost/high bandwidth infrastructurePower shifts to buyers through pricing,inventory and other information visibilityTargeted segmentation enables“customer”level customization and profit measu
12、rementInternet Global Communications MediumComplete,Symmetrical,“Free”Information AvailabilityReduces number of“touches”in each interactionEliminates industry and organizational layersProvides access to new customer segments,broader supplier base and increased pool of employeesCreates foundation for
13、 strengthening relationships and improving effectiveness with customers,suppliers and employeesUbiquitous ReachInternet Impact Detail7PointofViewbcPoint of ViewE Commerce ToolkitImpact OverviewSupply Chain IntegrationRedeployment of physical and human resources to facilitate dramatic productivity im
14、provements-better stakeholder communication-knowledge sharing and collaborative work environments-leverage of IT investments-enhanced access to employees/outsourcingElectronic management of upstream supply chain relationships-vendor selection and negotiation-billing and payment-information exchangeT
15、ight linkage of end-user demand to inventory,R&D,and manufacturingRedefinition of entire customer experience-complete,frictionless information exchange-differentiated experience-user controlled fulfillment tracking-targeted loyalty programsNew channel to capture growth opportunities-increased custom
16、er access-access to product adjacencies/cross selling-integration with physical worldThese result in dramatic changes across company relationships with customers,suppliers,employees and other stakeholders.Customer Relationship ManagementInternal Business ManagementInternet Impact Detail8PointofViewb
17、cPoint of ViewE Commerce ToolkitCustomer Relationship Management(CRM)EvolutionDescription:Multi-tiered distribution modelMass marketingLimited inventoryFew value-added servicesTraditional ModelE-Commerce ModelStreamlined distribution modelTargeted marketingScale inventory and selectionRobust range o
18、f value-added servicesProducerExample:“Bricks and mortar”bookstoreADistributorRetailerConsumerProducerProducerProducerCommunityRetailerValue-Added ServicesConsumerE-TailerInternet Impact Detail9PointofViewbcPoint of ViewE Commerce Toolkit(CRM)BenefitsA is a compelling example of an E-Commerce custom
19、er relationship model.Efficient purchase process-quick log-in-search by title,subject,author-read reviews,recommendations-one-click ordering-receive books by mailSuperior selection and availabilityAdjacent product offerings-e.g.,music,video,othersValue-added services-reviews-proactive,tailored recom
20、mendationsBenefits to CustomersBenefits to FirmSubstantially lower costs-infrastructure-inventory-personnelDeep customer relationship-one-to-one marketing-potential for higher loyalty-purchases across other product lines-more frequent purchasesBroader customer base-geographic reach-expanded pool of
21、profitable customersInternet Impact Detail10PointofViewbcPoint of ViewE Commerce ToolkitSupply Chain Integration Business Models(SCI)(1 of 2)Three primary models.Industry ConsortiaVirtual CommunitiesCompany ExtranetsDescription:Intermediary sponsored areas where buyers and sellers trade goods and se
22、rvicesBuyer or seller sponsored groups to collectively purchase or sell/bundle goods and servicesCompany sponsored group comprising its downstream and/or upstream supply chainBasis for SCI:ScaleScaleSupplier CooperationDrivers of Value:Opportunity to increase sales/liquidate excess inventory-lower c
23、ost intermediary-broadening of potential supplier/buyer baseReduced procurement/sales costs-scale benefitsBroadening of potential supplier/buyer baseLower inventory costCycle time reductionLower procurement/sales costIncreased sharing of company/customer dataNote:*TPN has two sub-networks TPN Post a
24、nd TPN RegisterInternet Impact Detail11PointofViewbcPoint of ViewE Commerce ToolkitSCI Business Models(2 of 2)Company Examples:Industry ConsortiaVirtual CommunitiesCompany ExtranetsFast PartsMetal SitePlasticNetVerticalNetTPN*ANXVIPARTPN*Boeing CiscoCSXDellNote:*TPN has two sub-networks TPN Post and
25、 TPN RegisterSignificant number of active participantsSufficient scale to achieve favorable terms in pricing and availabilityPurchase scale to secure supplier commitment to use extranetKey Success Factors:Infrastructure to facilitate transactionsStructure that allows flexibility in negotiation and d
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