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Marke vs Handel: Kanalkonflikte im E-Commerce

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Impulsreferat auf dem 3. Europäischen Onlinehandelskongress am 28.10.2011 in Berlin

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  • DOWNLOAD THAT BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Full EPUB Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Full doc Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download EPUB Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download doc Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book that can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer that is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story That Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money That the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths that Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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Marke vs Handel: Kanalkonflikte im E-Commerce

  1. 1. E-BRANDS – MARKEN & HERSTELLER VERLIERENDIE ANGST VOR KANALKONFLIKTEN IM INTERNET Slide
  2. 2. SINNERSCHRADER: 400 SPEZIALISTEN FÜRERFOLG IM E-COMMERCE
  3. 3. SINNERSCHRADER: 400 SPEZIALISTEN FÜRERFOLG IM E-COMMERCE Unsere Kunden generieren 2011 mehr als 2 Mrd EUR Umsatz im E-Commerce
  4. 4. ARRRRGHHH! MARKE MACHT E-SHOP!(c) by www.NightmaresFearFactory.com
  5. 5. ARRGHHH! KONSUMENTEN!(c) by www.NightmaresFearFactory.com
  6. 6. Die Kunden sind online Slide 6
  7. 7. +15% Slide 7
  8. 8. MARKEN ins netz KOnSUMENTEN TREIBEN(c) by www.NightmaresFearFactory.com
  9. 9. e-RETAILers are enemies(c) by www.NightmaresFearFactory.com
  10. 10. GOOGLE IST OFTMALS DERAUSGANGSPUNKT JEDER RECHERCHE Bing (3,1%) Yahoo (2,5%) (89,1%) T-Online (2,0%%) andere Marktanteile Suchmaschinen in Deutschland 2011Quelle: Statista Januar 2011 Slide 10
  11. 11. BEISPIEL ROLEX: DIE 1A LAGE IM NETZBESETZT HEUTE DER GRAUMARKT Preis-Vergleicher Graumarkt Gebrauchtmarkt Foren Slide 11
  12. 12. GRAUMARKT IST ZUR DOMINIERENDENANLAUF-STELLE FÜR ROLEX-INTERESSIERTE 200.000 200000 Verteilung Website-Besuche 150000 Von monatlich 200.000 250.000 100000 Visits Graumarkt Suchanfragen nach „ROLEX“ 59.000 verteilt sich der Traffic: 50000 50.000 Rolex.de 0 Graumarkt Deutschland Rolex.com (D) Selbst ohne Amazon & Ebay beschäftigen sich ROLEX-Interessierte 80% ihrer Zeit mit Angeboten des GraumarktesQuelle: Google Adplanner, Graumarkt-Player: uhrenfan.de, uhren-miguel.de, uhrenlounge.de, uhrinstinkt.de, watch.de, luxusuhr24.de, uhrenhandel.de,Chrono24.de, uhrzeit.org (Eigenrecherche) Slide 12
  13. 13. KONSEQUENZ: MARKE WIRD GESCHÄDIGT Nachfrage „ROLEX“ bei Google*2004 2005 2006 2007 2008 2009 2010 2011 Unangemessene Dominanz von unautorisierten Händlern und des Markenschädigendes Gebrauchtmarktes im wichtigsten Kanal für Produkt- und Preisbild Information & Recherche Nachfrage und Begehrlichkeit von ROLEX sinkt langfristig im Netz*Quelle: Google Trends Slide 13
  14. 14. e-retailers are frenemies(c) by www.NightmaresFearFactory.com
  15. 15. >50%Eigenmarkenanteil
  16. 16. FRENeMIES II(c) by www.NightmaresFearFactory.com
  17. 17. Bild: Amazon LogistiklagerLogistiker mit angeschlossener Website?
  18. 18. Beispiel:Kategorie „Schuhe“
  19. 19. Amazon überträgt die Category-Führerschaftim Medien-Segment schrittweise in neue Sortimente 34.020 Anzahl an Schuhmodellen im Oktober 2011 ? 22.767 19.049 5.120
  20. 20. Amazon überträgt die Category-Führerschaftim Medien-Segment schrittweise in Hartwaren und 150.379 Anzahl an Schuhmodellen im Oktober 2011 34.020 22.767 19.049 5.120
  21. 21. Gelernte Erfolgsformel:Aufbau von Sortimenten durch Pull-Strategie 150.379 Anzahl an Schuhmodellen im Oktober 2011 101.451 (Marketplace) 34.020 22.767 19.049 5.120 48.928 (Prime)
  22. 22. Amazon ist hungrig Ihre Marge Slide 26
  23. 23. Amazon wird vertikal– nicht nur beim Kindl
  24. 24. Say goodbye to your old friends(c) by www.NightmaresFearFactory.com
  25. 25. kampf den killer K‘s im E-Kommerce(c) by www.NightmaresFearFactory.com
  26. 26. .. KOMPLEXitat!(c) by www.NightmaresFearFactory.com
  27. 27. ÜBERSICHT E-COM PROZESSE Traffic Merchandising Shop Fulfillment Financials ServiceSEA, SEO, AFF und Pre-Sales Sortimentsstrategie Konzeption Warehousing Risiko-ScoringDisplay Advertising Beratung Brand Kampagnen Bewirtschaft und Web/Mobile/NL Pick & Pack Fraud Management Bestellannahme Koordination Disposition Design Angebotsentwicklung ManuelleBrand Communication Implementierung Transport-Steuerung Bonitätsmanagement und Gestaltung Bestellverifizierung E-Mail & Newsletter Warengruppen- Weiterentwicklung Kundendaten Reverse Logistic Payment Marketing Struktur & Optimierung Management Promotions Eingangskontrolle Debitoren After Sales CRM-Infrastruktur Betrieb & Aktionen und Aufbereitung Management Service Aktivierung & Produktdaten Brand-related Fraud Protection Gutschriften/ Reparaturannahme Reaktivierung Management Content Management (physisch) buchungen ProdukttexteWerbeerfolgskontrolle Web-Analytics Inkasso Ersatzversorgung & Fotografie Datenschutz- Conversion Verkaufsanalysen Reporting Angelegenheiten Optimierung
  28. 28. OUTSOURCING MÖGLICH Traffic Merchandising Shop Fulfillment Financials ServiceSEA, SEO, AFF und Pre-Sales Sortimentsstrategie Konzeption Warehousing Risiko-ScoringDisplay Advertising Beratung Brand Kampagnen Bewirtschaft und Web/Mobile/NL Pick & Pack Fraud Management Bestellannahme Koordination Disposition Design Angebotsentwicklung ManuelleBrand Communication Implementierung Transport-Steuerung Bonitätsmanagement und Gestaltung Bestellverifizierung E-Mail & Newsletter Warengruppen- Weiterentwicklung Kundendaten Reverse Logistic Payment Marketing Struktur & Optimierung Management Promotions Eingangskontrolle Debitoren After Sales CRM-Infrastruktur Betrieb & Aktionen und Aufbereitung Management Service Aktivierung & Produktdaten Brand-related Fraud Protection Gutschriften/ Reparaturannahme Reaktivierung Management Content Management (physisch) buchungen ProdukttexteWerbeerfolgskontrolle Web-Analytics Inkasso Ersatzversorgung & Fotografie Datenschutz- Conversion Verkaufsanalysen Reporting Angelegenheiten Optimierung Externe Outsourcing Partner
  29. 29. .. KOPFE!!(c) by www.NightmaresFearFactory.com
  30. 30. starten sie erst, wenndas team an bord ist
  31. 31. KOSTEN!!!(c) by www.NightmaresFearFactory.com
  32. 32. es kostet mehr undbraucht mehr zeit credit: flickr by WayneWho? Slide 36
  33. 33. marken-check!(c) by www.NightmaresFearFactory.com
  34. 34. warum viele markentrotzdem zu recht mitoptimismus springen Slide 38
  35. 35. Chance auf höhere Margen Slide 39
  36. 36. Chance auf Vertikalisierung & Internationalisierung
  37. 37. Chance auf Revitalisierung ihrer Marke Slide 41
  38. 38. ALTERNATIVE: ONLINE FIRST Nachfrage von „ROLEX“ * Nachfrage von „Burberry“ *2004 2005 2006 2007 2008 2009 2010 2011 „Online First“ Verschiebung der Marketingspendings Professioneller E-Commerce Richtung Online Erhöhung der Sichtbarkeit und Nachfrage*Quelle: Google Trends Slide 42
  39. 39. vielen dank!Matthias Schraderprofiles.google.com/mattes Slide 43

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