Chapter15 E-Commerce Strategy and Global EC(电子商务-英文版).ppt

Chapter15 E-Commerce Strategy and Global EC(电子商务-英文版).ppt

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时间:2020-06-27

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1、Chapter15E-CommerceStrategyandGlobalEC©PrenticeHall20041LearningObjectivesDescribethestrategicplanningprocess.Understandhowe-commerceimpactsthestrategicplanningprocess.UnderstandhowECapplicationsareformulated,justified,andprioritized.Describestrategyimplementationandassessment,includingtheuseof

2、metrics.LearningObjectives(cont.)UnderstandthecausesofECfailuresandlessonsforsuccess.EvaluatetheissuesinvolvedinglobalEC.AnalyzetheimpactofEConsmallbusinesses.LonelyPlanetTravelsfromPlacetoSpaceTheProblemIndependenttravelersdependonaLonelyPlanetguidebookto:HelpthemgettotheirdestinationWheretosl

3、eepThebestplacestoeatWhattoseeanddoAtapricetheycanaffordLonelyPlanetTravelsfromPlacetoSpace(cont.)LP’sprincipalassetsare:globalbrandnamededicationofitswritersandeditorialstaffvastlibraryoftext,maps,photos,andimagescommunityofglobaltravelerswhobuyLPproductsandcontributetothecompany’sknowledgebas

4、eLonelyPlanetTravelsfromPlacetoSpace(cont.)LPhasbeensuccessfulinthephysicalmarketplaceandisnowmigratingtotheelectronicmarketspace,itmust:ApplyelectronictechnologiestoitsvastlibraryoftravelinformationtoreinventthetravelguideLonelyPlanetTravelsfromPlacetoSpace(cont.)Sellitscontentelectronicallyan

5、dnotcreatechannelconflictsMakechangesinthewayitcollectsinformation,storesit,andusesittopublishtravelguidesLonelyPlanetTravelsfromPlacetoSpace(cont.)TheSolutionLP’scurrentcombinationofbusinessmodelsthatmakeupvaluepropositionandrevenuemodel:ContentproviderVirtualcommunityDirecttoconsumerLonelyPla

6、netTravelsfromPlacetoSpace(cont.)OnlineLPlaunchedtheseinitiatives:onlinestore(LPshop),accesstobriefdestinationoverviewsfreeupdatestocurrentlypublishedguidesvariousformsoftravelnewsatraveler’sbulletinboardlinkstorelatedsitesLonelyPlanetTravelsfromPlacetoSpace(cont.)eKno(ekno.lonelyplanet.com)isa

7、jointventurewitheKit.comtoprovideaninteractivecommunicationsserviceforinternationaltravelersCitySyn(citysync.com)isbranded“thepersonaldigitalguidetourbanadventure.”ItallowsownersofhandheldcomputerstoloadtheirdeviceswithLPcityguide

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