贝恩行业分析-互联网影响-PointofView.pptx
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1、Authors:Reviewers: bcPoint of View Created: June 1999Heidi Locke SimonLangston JonesJeffrey KuoDavid SandersonEmma GrayAaron Cheris1bcPoint of ViewE Commerce Toolkit What impact is the Internet having? How will the Internet affect my business? What should we be doing to respond? What are the keys to
2、 success?Executives across the board are posing four fundamental questions:OverviewBains Point of View2bcPoint of ViewE Commerce ToolkitAgenda Internet Impact Detail Business Impact Detail Response Alternatives Key Success Factors 3bcPoint of ViewE Commerce ToolkitThe Internet is a major discontinui
3、ty that will redefine the strategic landscape in every industry. Defining characteristics of the Internet create a truly unique user experience Ubiquitous reach Dramatically lower cost interaction Complete, symmetrical, “free” information These result in dramatic changes across company relationships
4、 with customers, suppliers, employees and other stakeholders Redefinition of entire user experience New channel to capture growth opportunities Electronic management of upstream supply chain relationships Tight linkage of end-user demand to company operations Redeployment of physical and human resou
5、rces to facilitate dramatic productivity improvementOverview (1 of 2)Internet Impact Detail4bcPoint of ViewE Commerce ToolkitThe Internet is a major discontinuity. The stakes are high for shareholder wealth creation Over the past three years, a small group of Internet companies have created more val
6、ue than any other industry achieved over ten years The Internet is a dynamic medium, and further significant shifts have yet to play out Dramatically enhanced network performance High speed access widely available New demographic waves New specialized (non-PC) access devices and new access business
7、models Value added reintermediation Integration of physical and electronic participationOverview (2 of 2)Internet Impact Detail5bcPoint of ViewE Commerce ToolkitThe Internet will redefine the strategic landscape in every industry. Product customization/quality Geographic proximity Mechanical innovat
8、ion Transportation infrastructure Scale economies Mass marketing Ubiquitous reach to all stakeholders Dramatically lower cost interactions Complete, symmetric, “free” information Well ordered, multi-tiered distribution Efficient, optimized physical touch relationships Truly unique user experience- d
9、eeper customer relationships- broader reach Complete restructuring of industry supply chains Lower cost and enhanced productivityCraft Based EconomyIndustrial RevolutionMass ProductionInternet / Information RevolutionSuppliersDIstrIbutorsManufacturingResellersCustomersInternet RevolutionInternet Imp
10、act Detail6bcPoint 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 interaction Subst
11、itutes high cost human for low cost electronic interaction Frictionless information exchange Universal access Low cost/high bandwidth infrastructure Power shifts to buyers through pricing, inventory and other information visibility Targeted segmentation enables “customer” level customization and pro
12、fit measurementInternet Global Communications MediumComplete, Symmetrical, “Free” Information Availability Reduces number of “touches” in each interaction Eliminates industry and organizational layers Provides access to new customer segments, broader supplier base and increased pool of employees Cre
13、ates foundation for strengthening relationships and improving effectiveness with customers, suppliers and employeesUbiquitous ReachInternet Impact Detail7bcPoint of ViewE Commerce ToolkitImpact OverviewSupply Chain Integration Redeployment of physical and human resources to facilitate dramatic produ
14、ctivity improvements- better stakeholder communication- knowledge sharing and collaborative work environments- leverage of IT investments- enhanced access to employees/outsourcing Electronic management of upstream supply chain relationships- vendor selection and negotiation- billing and payment- inf
15、ormation exchange Tight linkage of end-user demand to inventory, R&D, and manufacturing Redefinition of entire customer experience- complete, frictionless information exchange- differentiated experience- user controlled fulfillment tracking- targeted loyalty programs New channel to capture growth op
16、portunities- increased customer 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 ManagementIn
17、ternet Impact Detail8bcPoint of ViewE Commerce ToolkitCustomer Relationship Management (CRM) EvolutionDescription: Multi-tiered distribution model Mass marketing Limited inventory Few value-added servicesTraditional ModelE-Commerce Model Streamlined distribution model Targeted marketing Scale invent
18、ory and selection Robust range of value-added servicesProducerExample: “Bricks and mortar” bookstore ADistributorRetailerConsumerProducerProducerProducerCommunityRetailerValue-Added ServicesConsumerE-TailerInternet Impact Detail9bcPoint of ViewE Commerce Toolkit(CRM) BenefitsA is a compelling exampl
19、e of an E-Commerce customer relationship model. Efficient purchase process- quick log-in- search by title, subject, author- read reviews, recommendations- one-click ordering- receive books by mail Superior selection and availability Adjacent product offerings- e.g., music, video, others Value-added
20、services- reviews- proactive, tailored recommendationsBenefits to CustomersBenefits to Firm Substantially lower costs- infrastructure- inventory- personnel Deep customer relationship- one-to-one marketing- potential for higher loyalty- purchases across other product lines- more frequent purchases Br
21、oader customer base- geographic reach- expanded pool of profitable customersInternet Impact Detail10bcPoint of ViewE Commerce ToolkitSupply Chain Integration Business Models (SCI) (1 of 2)Three primary models . . . Industry ConsortiaVirtual CommunitiesCompany ExtranetsDescription: Intermediary spons
22、ored areas where buyers and sellers trade goods and services Buyer or seller sponsored groups to collectively purchase or sell/bundle goods and services Company sponsored group comprising its downstream and/or upstream supply chainBasis for SCI: Scale Scale Supplier CooperationDrivers of Value: Oppo
23、rtunity to increase sales/liquidate excess inventory- lower cost intermediary- broadening of potential supplier/buyer base Reduced procurement/sales costs- scale benefits Broadening of potential supplier/buyer base Lower inventory cost Cycle time reduction Lower procurement/sales cost Increased shar
24、ing of company/customer dataNote: *TPN has two sub-networks TPN Post and TPN RegisterInternet Impact Detail11bcPoint of ViewE Commerce ToolkitSCI Business Models (2 of 2)Company Examples:Industry ConsortiaVirtual CommunitiesCompany Extranets Fast Parts Metal Site PlasticNet VerticalNet TPN* ANX VIPA
25、R TPN* Boeing Cisco CSX DellNote: *TPN has two sub-networks TPN Post and TPN Register Significant number of active participants Sufficient scale to achieve favorable terms in pricing and availability Purchase scale to secure supplier commitment to use extranetKey Success Factors: Infrastructure to f
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