貝恩咨詢戰(zhàn)略分析工具ecommerce課件

1、第1頁，共51頁。Internet DevelopmentE-Commerce IntroductionBusiness ImpactImpediments for E-CommerceBain eConsulting ExperienceAgenda2*第2頁，共51頁。Note: WWW is Worldwide WebSource: Morgan Stanley U.S. Investment Research: Internet Retail, 5/28/97Years to Reach 50 Million Users:Radio=38TV=13Cable=10WWW=5User a

2、doption of the World Wide Web has dramatically outpaced the growth of other communications media, setting the stage for revolutionary changes.U.S. Internet Adoption3*第3頁，共51頁。Note: WWW is Worldwide WebSource: Morgan Stanley U.S. Investment Research: Internet Retail, 5/28/97Years to Reach 50 Million

3、Users:Radio=38TV=13Cable=10WWW=5User adoption of the World Wide Web has dramatically outpaced the growth of other communications media, setting the stage for revolutionary changes.U.S. Internet Adoption4*第4頁，共51頁。Internet User Growth *Rest of world includes all non-U.S. countries in 1996-97 and 1999

4、-2003Source: Computer Industry Almanac; Internet Industry Almanac; Bain analysisOn-line usage is skyrocketing, with future growth being fueled by global penetration.PRELIMINARY U.S. Europe78M179M163M148M135M103M55M35MCAGR(1996-1998)(1999E-2003E)CAGR57%27%50%15% Asia Rest of World*WorldwideU.S.5*第5頁，

5、共51頁。Internet PenetrationSource: Jupiters 1998 Online Shopping Report, Simbas Electronic Marketplace 2002, Forresters 1998 Telecom StrategiesInternet penetration in both consumer and business markets is significant. CAGR(1997-2002E)1%4%13%44%PRELIMINARYOnline as % of Computer Households:52%77%Shoppi

6、ng as % of Online Households:17%59%1,000 employees100-1,000 employees100 employeesPercent of U.S. Business (1998)ConsumerBusiness6*第6頁，共51頁。Internet DevelopmentE-Commerce IntroductionBusiness ImpactImpediments for E-CommerceBain eConsulting ExperienceAgenda7*第7頁，共51頁。Industry Value ChainBusiness par

7、ticipation occurs in five distinct market segments.UserAccessInternetInfrastructureIntermediariesApplicationsEnablersAccess devicesInternet service providersNetwork access equipmentTechnology and software enablersService enablers, e.g.:professional servicesdata managementaffiliate programsSupport en

8、ablers, e.g.:payment systems/transaction clearingdistributionweb servicesPortalsWeb agents (e.g., BOT)Commerce service providersVirtual trading communitiesContentCommerceCommunicationCommunityHardware/transmission equipmentBackbone transport8*第8頁，共51頁。Industry Value ChainBusiness participation occur

9、s in five distinct market segments.UserAccessInternetInfrastructureIntermediariesApplicationsEnablersAccess devicesInternet service providersNetwork access equipmentTechnology and software enablersService enablers, e.g.:professional servicesdata managementaffiliate programsSupport enablers, e.g.:pay

10、ment systems/transaction clearingdistributionweb servicesPortalsWeb agentsCommerce service providersVirtual trading communitiesContentCommerceCommunicationCommunityHardware/transmission equipmentBackbone transportNortel Networks Dell3ComAmerican on lineCompany examplesNortel Networks LucentCiscoComp

11、any examplesMicrosoftIBMOracleYahooAmerican on lineAmazonDell9*第9頁，共51頁。Industry Value ChainInternetInfrastructureUserAccessIntermediariesApplicationsEnablersContentCommerceCommunicationCommunityThis is E-Commerce!10*第10頁，共51頁。E-Commerce Growth By Segment(United States)Source: IDC; Jupiter; Forreste

12、r; Analyst Reports; Bain analysis; eMarketerPRELIMINARYHowever, the vast majority of growth will be drivenby applications. 11*第11頁，共51頁。Segment ComparisonInternet traffic drives the perception that E-Commerce is a consumer phenomenon, but the larger revenue opportunities lie in business to business

13、commerce.Percent of TotalPercent of TotalCAGR(1998-03E)97.7%49.6%Internet TrafficE-Commerce Revenue12*第12頁，共51頁。Web Business ModelsTradingBuyingSellingUsing the New MediumCreating the New MediumContextConnectionContentCommunityCommerceWeb business models can be sorted according to the benefit they a

14、re delivering the user.UserBenefit:Current revenue sources:Connection to the InternetFinding what you want on the webUser fees Phone company kickbacksHosting chargesAdvertising HostingList rentalCo-marketingCurrent Major Players:AOLUUNetWorkHomeAOLYahooNetscapeExciteInforma-tion, entertain-ment, etc

15、.Interaction with others sharing same interestEasier access to things people want to buyAccess to buyers and easier selling relationsMarketplace to buy and sell with other visitorsAdvertisingUser feesAdvertisingSalesBuying advantageCommis-sionsAOLOneSourceCNNBBCAOLYahooChemdexVerticalNetACiscoDellSc

16、hwabTravelcityGE TPNPeBayAPhone MarketF13*第13頁，共51頁。Internet DevelopmentE-Commerce IntroductionBusiness ImpactImpediments for E-CommerceBain eConsulting ExperienceAgenda14*第14頁，共51頁。The Internet is a major discontinuity that will redefine the strategic landscape in every industry.Product customizati

17、on/qualityGeographic proximityMechanical innovationTransportation infrastructureScale economiesMass marketingUbiquitous reach to all stakeholdersDramatically lower cost interactionsComplete, symmetric, “free” informationWell ordered, multi-tiered distributionEfficient, optimized physical touch relat

18、ionshipsTruly unique user experiencedeeper customer relationshipsbroader reachComplete restructuring of industry supply chainsLower cost and enhanced productivityCraft Based EconomyIndustrial RevolutionMass ProductionInternet / Information RevolutionSuppliersDIstrIbutorsManufacturingResellersCustome

19、rs Internet ImpactInternet Revolution15*第15頁，共51頁。Internet ImpactImpact OverviewThese result in dramatic changes across company relationships with customers, suppliers, employees and other stakeholders.Customer Relationship ManagementSupply Chain IntegrationInternal Business Management16*第16頁，共51頁。I

20、mpact OverviewCustomer Relationship Management EvolutionDescription:Example:Multi-tiered distribution modelMass marketingLimited inventoryFew value-added servicesTraditional ModelProducer“Bricks and mortar” bookstoreDistributorRetailerConsumerE-Commerce ModelStreamlined distribution modelTargeted ma

21、rketingScale inventory and selectionRobust range of value-added servicesAProducerProducerProducerCommunityRetailerValue-Added ServicesConsumerE-Tailer17*第17頁，共51頁。Customer Relationship Management Evolution(Benefits of E-Commerce Model)A is a compelling example of an E-Commerce customer relationship

22、model.Efficient purchase processquick log-insearch by title, subject, authorread reviews, recommendationsone-click orderingreceive books by mailSuperior selection and availabilityAdjacent product offeringse.g., music, video, othersValue-added servicesreviewsproactive, tailored recommendationsBenefit

23、s to CustomersBenefits to FirmSubstantially lower costsinfrastructureinventorypersonnelDeep customer relationshipone-to-one marketingpotential for higher loyaltypurchases across other product linesmore frequent purchasesBroader customer basegeographic reachexpanded pool of profitable customers18*第18

24、頁，共51頁。Source: Fortune Magazine; Bain Estimates; Jupiter Communications 1998Revenue growth of new entrants like Amazon is fueled by offering greater selection and a superior shopping experience.Product SelectionImpact Overview Revenue EnhancementCustomer Interaction CostSearch Process:Information de

25、sk linesImmediateBooks sorted by sectionBooks sorted by title, subject, author, keyword, proactive suggestionScanningQuerying19*第19頁，共51頁。Impact OverviewCost Reduction* Assumes 15% inventory carrying costs* Assumes fully loaded employee cost of $30KSource: OneSource, Business Week, Hummer Winblad, O

26、nesourceOnline retailers have a substantial cost advantage over traditional retailers.7.8%Estimated Savings:Lower infrastructure costs(Rental Expense/Sales)Percentage of Revenue5.4%*Better inventory management(Days Inventory)Days Inventory20*第20頁，共51頁。Impact OverviewSupply Chain Integration Evolutio

27、nDescription:Multiple buyer-seller interfaces in bidding processIndividual company scale in buying/sellingCatalog-based selection and purchasingoutdated inventory listingsmanual processTraditional ModelExamples:Traditional industrial modelSupplierSupplierSupplierBuyerBuyerBuyerSingle bidding interfa

28、ceScale benefits shared across participantsVirtual marketplace connecting suppliers and customersUp-to-date online inventory listingsOnline order-taking processTPN (GE)ChemdexE-Commerce ModelSupplierSupplierSupplierBuyerBuyerBuyerVirtual Community/Industry Consortium21*第21頁，共51頁。Impact OverviewSuppl

29、y Chain Integration Evolution(Chemdex Example)Chemdex is a powerful example of an E-Commerce customer relationship model. Lower costsmarketing leverage marketing through Chemdex presencedistributioncatalogsoverall cost reduced by 15% of revenueIncreased salesdecrease buyer transaction costs will inc

30、rease demandBenefits to SuppliersBenefits to CustomersIncreased convenience due to online product inventorymore accurate (updated daily)consolidated (130 suppliers participating)space-saving (frees up shelf space in customers offices)comprehensive (five times more products than biggest paper catalog

31、)Lower costsmore efficient ordering/purchasing processtransaction cost reduced from $100 to $10 or $2022*第22頁，共51頁。Impact OverviewSupply Chain Integration Evolution(Company Extranets)Description:Multi-tiered distribution modelMultiple purchase order triggersBlock ordering (manual)Limited data sharin

32、gTraditional ModelSupplierSupplierSupplierProducerExample:Traditional Food ManufacturerDistributor/ WholesalerRetailerConsumerPurchaseP.O.P.O.P.O.P.O.P.O.E-Commerce ModelIntegrated purchasing/Production ModelSingle purchase order triggerAutomatic just-in-time orderingDetailed Data SharingSupplierSup

33、plierSupplierDreyers Grand Ice CreamProducerRetailerConsumer23*第23頁，共51頁。Impact OverviewInternal Business Management EvolutionDescription:Hierarchical, functionally-oriented communicationbarriers to sharing information cross-functionallyslow to share information verticallyMultiple systems throughout

34、 organizationredundantincompatibleLinear cross-functional work processesserially processedmultiple handoffsiterativeTraditional ModelE-Commerce ModelFully-networked, flat information exchangeFully compatible information systemsUniversal access to informationCollaborative work environment24*第24頁，共51頁

35、。Internet DevelopmentE-Commerce IntroductionBusiness ImpactImpediments for E-CommerceBain eConsulting ExperienceAgenda25*第25頁，共51頁。StrategicOperationalOrganizationalThere are a number of potential impediments to successfully implementing an Internet strategy that need to be aggressively managed.Key

36、Success FactorsImpedimentsIntegration of physical and electronic business processesIntegration of legacy systems with new online systemsAccess to and management of required technologyConsistent operational excellenceRight organizational structure to optimize business in physical and electronic world

37、integrated organization may slow E-Commerce developmentseparate E-Commerce organization may not leverage core assets effectivelyTraditional business model metrics may be inadequate/inappropriateBuilding capability to develop and retain required E-Commerce skillsChannel conflictBrand management in mu

38、ltiple mediumsability to deliver consistent value propositionProduct pricing strategycustomization optionsbundlingAbility to create / sustain differentiation onlineAbility to develop required strategic relationshipsWinning against new breed competitors26*第26頁，共51頁。Key Success FactorsImperativesOur e

39、xperience highlights the following characteristics of winning companies:Take action earlyset directionlaunch experimentsEstablish framework within which decisions can be takenOrganize for successrecruit talentsecure fundingForm partnershipscritically assess capability gaps27*第27頁，共51頁。Internet Devel

40、opmentE-Commerce IntroductionBusiness ImpactImpediments for E-CommerceBain eConsulting ExperienceAgenda28*第28頁，共51頁。 Industry ExperienceBain has worked with companies across Internet market segments in a variety of industries.Access= Bain ExperienceInfrastructureEnablersIntermediariesApplicationsHigh TechTelecommunicationsRetailFinancial ServicesConsumer ProductsIndustrial ProductsMediaLogisticsManufacturingIndustries:Venture CapitalInternet Market