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堅持⽅方向的領導,隨時調整策略的經營
亞⾺馬遜的崛起
13年7月15⽇日星期⼀一
現在的亞⾺馬遜
書/CD
電⼦子書
拍賣
玩具
網路服務WEB HOSTING
電影
ALEXA
13年7月15⽇日星期⼀一
GOOGLE上的AMAZON
13年7月15⽇日星期⼀一
影響電⼦子商務的專利
13年7月15⽇日星期⼀一
1-CLICK
13年7月15⽇日星期⼀一
創新與策略
13年7月15⽇日星期⼀一
歷史
美國最⼤大的⼀一家電⼦子商務公司,位於⻄西雅圖。網路上最早經營電⼦子商務,公司名下,包括了Alexa
Internet、a9.com、和Internet Movie Database三家⼦子公司。
成⽴立於1995年,經營網路的書籍銷售業務,現在則包括了DVD、⾳音樂光碟、電腦、軟體、電視游戲、
電⼦子產品、⾐衣服、傢具等等。
由傑夫·⾙貝佐斯(JEFF BEZOS)成⽴立的,⾞車庫創業
⾙貝佐斯看到了網路的潛⼒力和特⾊色,當實體的⼤大型書店提供20萬本書時,網路書店能夠提供⽐比20萬本書
更多的選擇給讀者
CADABRA.COM以地球上孕育最多種⽣生物的亞⾺馬遜河重新取名,1997年5月15⽇日時股票上市。代碼是
AMZN,⼀一股為18美元
計劃原本是在4到5年之後開始有營利,2000年的網路泡沫造成了亞⾺馬遜公司成為獨樹⼀一幟的佳話,
亞⾺馬遜公司的股東不停抱怨⾙貝佐斯的經營策略太過保守和緩慢,⽽而網路泡沫時候,那些快速成⻑⾧長的網
路公司紛紛結束營業,只有亞⾺馬遜還有獲利
2002年的第四季,亞⾺馬遜的純利約有500萬美⾦金。2004年則成⻑⾧長到3億多美⾦金。
13年7月15⽇日星期⼀一
13年7月15⽇日星期⼀一
產品策略
收⼊入1美元就要拿出24分⾏行銷,傳統的零售則僅花4分就夠了
所售商品的種類不同,分三⼤大類:BOOK、MUSIC和VIDEO,每⼀一類都設置
了專⾨門的⾴頁⾯面。
在各個⾴頁⾯面中也很容易看到其他幾個⾴頁⾯面的內容和消息,
它將書店中不同的商品進⾏行分類,對不同的電⼦子商品實⾏行不同的營銷對策和
促銷。
13年7月15⽇日星期⼀一
定價策略
折扣價格策略。
企業為了刺激消費者增加購買,在商品原價格上給以⼀一定的回
扣。它通過擴⼤大銷量來彌補折扣費⽤用和增加利潤。
對⼤大多數商品都給予了相當數量的回扣
⼤大量被電⼦子商務網站利⽤用
13年7月15⽇日星期⼀一
促銷策略
最有創意的⾏行銷,精美的多媒體圖⽚片,明瞭的內容
由合作網站售出的書,不管是否達到銷售量,將⽀支付給你15%的介紹費
gift
屬於公共關係活動;企業和公眾之間的信息溝通
13年7月15⽇日星期⼀一
物流=促銷
物流是亞⾺馬遜促銷的⼿手段
顧客提供免費的送貨服務,並且不斷降低免費送貨服務的⾨門檻
⾨門檻分別為99美元和49美元,2002年8月亞⾺馬遜⼜又將免費送貨的⾨門檻降低⼀一
半,開始對購物總價超過25美元的顧客實⾏行免費送貨服務
亞⾺馬遜的客⼾戶群擴⼤大到了4000萬⼈人。由此產⽣生了巨⼤大的經濟效益:2002年第
三季度書籍、⾳音樂和影視產品的銷量較上年同期增⻑⾧長了17%。物流對銷售的
促進和影響作⽤用
2001年以來,價格普遍降低了10%左右,其中通過網上消費的達3000萬⼈人次
左右。
13年7月15⽇日星期⼀一
價格便宜,為什麼要到實體商店購物?
物流反應⾄至銷售,⾵風險?
13年7月15⽇日星期⼀一
開源節流
削減成本:減少開⽀支、裁減⼈人員,
訂單處理系統降低錯誤率,整合送貨和節約庫存成本……通過降低物流成本
回饋於消費者,以此來爭取更多的顧客,形成有效的良性迴圈。
成本控制能⼒力和物流系統都提出了很⾼高的要求。
尋找新的利潤,出租商城機制
多樣化選擇和商品信息吸引眾多消費者前來購物,不增加額外的庫存⾵風險
有效的開源節流措施是亞⾺馬遜低價促銷成功的重要保證。
13年7月15⽇日星期⼀一
物流
在配送模式的選擇上採取外包的⽅方式
國內的配送業務委托給美國郵政和UPS,將國際物流委托給國際海運公司等專業物流公司,⾃自⼰己則集中精⼒力去發展主營和核⼼心業
務。這樣可以減少投資,降低經營⾵風險,⼜又能充分利⽤用專業物流公司的優勢,節約物流成本。
將庫存控制在最低⽔水平,實⾏行零庫存運轉。
亞⾺馬遜公司的庫存圖書很少,維持庫存的只有200種最受歡迎的暢銷書。⼀一般情況下,亞⾺馬遜是在顧客買書下了訂單後,才從出版
商那裡進貨。
購書者以信⽤用卡向亞⾺馬遜公司⽀支付書款,亞⾺馬遜卻在圖書售出46
天後才向出版商付款,使得它的資⾦金周轉⽐比傳統書店要順暢
低庫存,亞⾺馬遜的庫存周轉很快,從2001年以來越來越快。2002
年第三季度庫存平均周轉次數達到19.4次,
世界第⼀一⼤大零售企業沃爾瑪的庫存周轉次數也不過在7次左右。
13年7月15⽇日星期⼀一
物流
為郵局發送商品提供便利,減少送貨成本。
使⽤用⾃自⼰己的貨⾞車將訂購商品從亞⾺馬遜的倉庫送到當地郵局的庫
房,再由郵局向顧客送貨。
免除郵局對商品的處理程式和步驟,也為⾃自⼰己節省了資⾦金。靠此
種“郵政註⼊入”節省5%~17%
根據不同商品類別建⽴立不同的配送中⼼心,提⾼高配送中⼼心作業效
率。
亞⾺馬遜建議顧客將需要等待的商品和有現貨的商品放在同張訂單
中。這樣在發運時
承運⼈人就可以將來⾃自不同顧客、相同類別、配送中⼼心有現貨裝在
同⼀一貨⾞車,縮短顧客等待時間,擴⼤大運輸量,提⾼高效率,降低成
本。
13年7月15⽇日星期⼀一
結論
亞⾺馬遜提供了什麼樣的創新?
經營⽅方針主要的策略是什麼?
⾯面對股東的要求,CEO如何證明⾃自⼰己是對的?
關於近代的電⼦子書有什麼看法?
13年7月15⽇日星期⼀一

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Amazon的崛起