新浪網(wǎng)-電子商務(wù)實(shí)踐課件

新浪網(wǎng)電子商務(wù)實(shí)踐

e-BusinessPracticeofS

周樹(shù)華ZhouShuhua-GMofBusinessDivisionEnterpriseProductSinaCorp-1新浪網(wǎng)電子商務(wù)實(shí)踐

e-BusinessPractice國(guó)內(nèi)電子商務(wù)狀況

e-BusinessinChina

Sinamall-打造T型電子商務(wù)平臺(tái)

buildsT-stylee-Businessplatform

加入WTO后的機(jī)遇和挑戰(zhàn)ThechallengesandopportunitiesafterChina’sWTOentry

新浪網(wǎng)電子商務(wù)實(shí)踐

e-BusinessPracticeofS2國(guó)內(nèi)電子商務(wù)狀況e-BusinessinChinaS國(guó)內(nèi)電子商務(wù)狀況

e-BusinessinChina雖然Nasdaq遭受重挫,中國(guó)的電子商務(wù)仍保持持續(xù)增長(zhǎng)e-BusinessstillkeepscontinuousgrowthdespiteNasdaqcrashIDC預(yù)測(cè)：2004年中國(guó)電子商務(wù)交易將達(dá)到260億美金，位居亞洲電子商務(wù)市場(chǎng)第三IDCpredictedthee-BusinessdealwastoreachU$26billionin2004,rankingthe3rdinAsiaIDCprognosticate(單位：億元，CCID提供)3國(guó)內(nèi)電子商務(wù)狀況雖然Nasdaq遭受重挫,中國(guó)的電子商務(wù)仍B2C交易金額(億元)國(guó)內(nèi)電子商務(wù)狀況Chinae-BusinessOverview數(shù)據(jù)來(lái)源：CCID4B2C交易金額(億元)國(guó)內(nèi)電子商務(wù)狀況China

國(guó)內(nèi)電子商務(wù)狀況

Overviewe-BusinessinChina

2001年，B2C由“概念偏好”轉(zhuǎn)向“務(wù)實(shí)”。持續(xù)運(yùn)營(yíng)的網(wǎng)站由700家淘汰為200家。B2Ctransferredfromagoodconcepttopracticaloperation,with700websitereducingto200now.(數(shù)據(jù)來(lái)源：cnnic)2001年，B2C電子商務(wù)環(huán)境進(jìn)一步改善e-BusinessenvironmentforB2C,hasbeengraduallyimproved網(wǎng)民參與電子商務(wù)程度，提高了10個(gè)百分點(diǎn)10%moreinternetusersparticipateine-Business2001年企業(yè)上網(wǎng)比例比2000年提高一倍，傳統(tǒng)企業(yè)和產(chǎn)業(yè)資本加深與IT企業(yè)的合作2001witnessedmoreenterprisesonlinebyonefoldanddeeperengagementoftraditionalindustriesintoITfieldB2C業(yè)務(wù)的外部環(huán)境，包括支付和配送服務(wù)逐漸完善TheexternalenvironmentforB2C,includingpaymentanddeliveryservices,hasbeengraduallyimproved經(jīng)濟(jì)全球化趨勢(shì)，加快了技術(shù)引進(jìn)和商業(yè)合作Amoreglobalizedeconomyhasacceleratedknow-howintroductionandbusinesscooperation.5國(guó)內(nèi)電子商務(wù)狀況2001年，B2C由“概念偏好”轉(zhuǎn)SINAmall—打造T型電子商務(wù)平臺(tái)

SINAmall-buildsTstylee-businessplatform基礎(chǔ)平臺(tái)FundamentalPlatform行業(yè)支柱：專業(yè)B2C網(wǎng)站和傳統(tǒng)企業(yè)IndustryBackbone:specializedB2Cwebsiteandtraditionalenterprises

涉及IT.電子產(chǎn)品.音像.圖書(shū).票務(wù).鮮花禮品.休閑旅游.體育等十幾個(gè)行業(yè)領(lǐng)域InvolvedinthefieldsofIT,electronicproducts,audio-video,book,tickets,flowers,present,traveling,sportsetc.

ServiceBusinessOpportunityInformation/DatabaseTechnologyPayment/LogisticsPromotionOverseasResources6SINAmall—打造T型電子商務(wù)平臺(tái)

SINAmall—打造T型電子商務(wù)平臺(tái)

SINAmall-buildsT-stylee-Businessplatform部分行業(yè)合作伙伴Keybusinesspartners7SINAmall—打造T型電子商務(wù)平臺(tái)

SINAmall—打造T型電子商務(wù)平臺(tái)YourBusinessYourCustomer

Sinamall

幫助專業(yè)網(wǎng)站發(fā)展成為本行業(yè)的EC門(mén)戶HelpspecializedwebsitestobecomeECgatewaysoftheirownindustries建立平臺(tái)的目的：Platformobjectives為傳統(tǒng)企業(yè)提供專業(yè)化、特色化、漸進(jìn)式電子商務(wù)服務(wù)Provideprofessional,featured,step-by-stepECservicesfortraditionalenterprises定向信息發(fā)布和宣傳平臺(tái)Aplatformforinformationdisseminationandpropaganda

維系老客戶、挖掘潛在新客戶，建立客戶營(yíng)銷(xiāo)數(shù)據(jù)庫(kù)Keepinglong-termcustomers,prospectingpotentialnewcustomersandsettingupmarketingdatabase促成網(wǎng)上交易，擴(kuò)大收入來(lái)源Enhancingon-linebusinessandincreaserevenue整合傳統(tǒng)業(yè)務(wù)流程，提高效率、降低成本Restructuretraditionalworkflowtoincreaseefficiencyandlowerthecost8SINAmall—打造T型電子商務(wù)平SINAmall—打造T型電子商務(wù)平臺(tái)合作網(wǎng)站和商家數(shù)量(家)

Cooperatedwebsiteandquantityoftheenterprise9SINAmall—打造T型電子商務(wù)平臺(tái)合作網(wǎng)SINAmall—打造T型電子商務(wù)平臺(tái)綜合商品數(shù)量(個(gè))Integratedmerchandisequantity10SINAmall—打造T型電子商務(wù)平臺(tái)綜合商品數(shù)量(SINAmall—打造T型電子商務(wù)平臺(tái)行業(yè)商品數(shù)量分布(2001/6)Industrymerchandisequantitydistribution11SINAmall—打造T型電子商務(wù)平臺(tái)行業(yè)商品數(shù)量分SINAmall—打造T型電子商務(wù)平臺(tái)SINAMALL注冊(cè)用戶增長(zhǎng)情況(個(gè))registeredSINAmallusers12SINAmall—打造T型電子商務(wù)平臺(tái)SI

圖書(shū)商城音像商城體育商城卓越網(wǎng)當(dāng)當(dāng)網(wǎng)奧林票網(wǎng)莎啦啦…

....

成功案例一:專業(yè)網(wǎng)站戰(zhàn)略合作Casestudy1:strategiccooperationofthespecializedwebsite13圖書(shū)商城音像商城體育商城卓越網(wǎng)成功案例二:網(wǎng)上洗衣連鎖Casestudy2:On-linelaundrySinaMall網(wǎng)上洗衣訂單處理中心訂單分配市內(nèi)加盟連鎖店Laundrychainshops

ONLINE

OFFLINE14成功案例二:網(wǎng)上洗衣連鎖訂單分配市內(nèi)加盟連鎖店La積極應(yīng)對(duì)加入WTO后的挑戰(zhàn)FacingChallengesafterChina’sWTOentry行業(yè)龍頭和政府共同促進(jìn)統(tǒng)一的電子商務(wù)平臺(tái)的建設(shè)，實(shí)現(xiàn)電子商務(wù)技術(shù)、信息、服務(wù)標(biāo)準(zhǔn)化StandardizationofECtechnology,informationandservicesthroughconstructionofunifiedECplatformjointlypromotedbyindustryleaderandtheGovernment政府出臺(tái)相關(guān)政策，引導(dǎo)、鼓勵(lì)國(guó)內(nèi)企業(yè)積極參與電子商務(wù)PoliciesinitiatedbytheGovernmenttoguideandencouragedomesticenterprisestoengageinEC電子商務(wù)企業(yè)注重商譽(yù)和誠(chéng)信，以服務(wù)為本ECenterprisesshallemphasizereputationandcredit,andservethecustomers.EC企業(yè)要著眼國(guó)內(nèi)實(shí)際情況，加強(qiáng)國(guó)際交流和合作，包括與國(guó)內(nèi)傳統(tǒng)行業(yè)以及國(guó)外先進(jìn)EC企業(yè)的合作ECenterprisesshallenhanceexchangeandcooperationwithbothlocaltraditionalindustriesandadvanceforeignECplayers.一、行業(yè)總體應(yīng)對(duì)策略Reciprocalindustrystrategies15積極應(yīng)對(duì)加入WTO后的挑戰(zhàn)行積極應(yīng)對(duì)加入WTO后的挑戰(zhàn)FacingChallengesafterChina’sWTOEntry加強(qiáng)客戶關(guān)系管理，和合作伙伴共同完善對(duì)最終用戶的管理和服務(wù)；Strengthencustomerrelationshipmanagement,cooperatewithpartnerstojointlyimprovemanagementandservicesforend-users.與政府、行業(yè)主管、協(xié)會(huì)、行業(yè)網(wǎng)站結(jié)成戰(zhàn)略同盟，共同建設(shè)信息、交易平臺(tái)，為企業(yè)提供可延伸的信息化服務(wù)；StrategicalliancewiththeGovernment,industrialorganizationsandwebsitestojointlybuildinformationandtradeplatformforexpandableinformationservices.發(fā)揮新浪兩岸四地跨區(qū)域平臺(tái)的優(yōu)勢(shì)，協(xié)助國(guó)內(nèi)企業(yè)拓展商業(yè)空間，實(shí)現(xiàn)與全球生意伙伴的合作互動(dòng)。Facilitatelocalenterprisestoexpandbusinessandfulfillinteractivecooperationwithglobalbusinesspartners.二、新時(shí)期新浪網(wǎng)電子商務(wù)發(fā)展策略DevelopmentstrategyofSECinanewera16積極應(yīng)對(duì)加入WTO后的挑戰(zhàn)加強(qiáng)新浪網(wǎng)電子商務(wù)實(shí)踐

e-BusinessPracticeofS

周樹(shù)華ZhouShuhua-GMofBusinessDivisionEnterpriseProductSinaCorp-17新浪網(wǎng)電子商務(wù)實(shí)踐

e-BusinessPractice國(guó)內(nèi)電子商務(wù)狀況

e-BusinessinChina

Sinamall-打造T型電子商務(wù)平臺(tái)

buildsT-stylee-Businessplatform

加入WTO后的機(jī)遇和挑戰(zhàn)ThechallengesandopportunitiesafterChina’sWTOentry

新浪網(wǎng)電子商務(wù)實(shí)踐

e-BusinessPracticeofS18國(guó)內(nèi)電子商務(wù)狀況e-BusinessinChinaS國(guó)內(nèi)電子商務(wù)狀況

e-BusinessinChina雖然Nasdaq遭受重挫,中國(guó)的電子商務(wù)仍保持持續(xù)增長(zhǎng)e-BusinessstillkeepscontinuousgrowthdespiteNasdaqcrashIDC預(yù)測(cè)：2004年中國(guó)電子商務(wù)交易將達(dá)到260億美金，位居亞洲電子商務(wù)市場(chǎng)第三IDCpredictedthee-BusinessdealwastoreachU$26billionin2004,rankingthe3rdinAsiaIDCprognosticate(單位：億元，CCID提供)19國(guó)內(nèi)電子商務(wù)狀況雖然Nasdaq遭受重挫,中國(guó)的電子商務(wù)仍B2C交易金額(億元)國(guó)內(nèi)電子商務(wù)狀況Chinae-BusinessOverview數(shù)據(jù)來(lái)源：CCID20B2C交易金額(億元)國(guó)內(nèi)電子商務(wù)狀況China

國(guó)內(nèi)電子商務(wù)狀況

Overviewe-BusinessinChina

2001年，B2C由“概念偏好”轉(zhuǎn)向“務(wù)實(shí)”。持續(xù)運(yùn)營(yíng)的網(wǎng)站由700家淘汰為200家。B2Ctransferredfromagoodconcepttopracticaloperation,with700websitereducingto200now.(數(shù)據(jù)來(lái)源：cnnic)2001年，B2C電子商務(wù)環(huán)境進(jìn)一步改善e-BusinessenvironmentforB2C,hasbeengraduallyimproved網(wǎng)民參與電子商務(wù)程度，提高了10個(gè)百分點(diǎn)10%moreinternetusersparticipateine-Business2001年企業(yè)上網(wǎng)比例比2000年提高一倍，傳統(tǒng)企業(yè)和產(chǎn)業(yè)資本加深與IT企業(yè)的合作2001witnessedmoreenterprisesonlinebyonefoldanddeeperengagementoftraditionalindustriesintoITfieldB2C業(yè)務(wù)的外部環(huán)境，包括支付和配送服務(wù)逐漸完善TheexternalenvironmentforB2C,includingpaymentanddeliveryservices,hasbeengraduallyimproved經(jīng)濟(jì)全球化趨勢(shì)，加快了技術(shù)引進(jìn)和商業(yè)合作Amoreglobalizedeconomyhasacceleratedknow-howintroductionandbusinesscooperation.21國(guó)內(nèi)電子商務(wù)狀況2001年，B2C由“概念偏好”轉(zhuǎn)SINAmall—打造T型電子商務(wù)平臺(tái)

SINAmall-buildsTstylee-businessplatform基礎(chǔ)平臺(tái)FundamentalPlatform行業(yè)支柱：專業(yè)B2C網(wǎng)站和傳統(tǒng)企業(yè)IndustryBackbone:specializedB2Cwebsiteandtraditionalenterprises

涉及IT.電子產(chǎn)品.音像.圖書(shū).票務(wù).鮮花禮品.休閑旅游.體育等十幾個(gè)行業(yè)領(lǐng)域InvolvedinthefieldsofIT,electronicproducts,audio-video,book,tickets,flowers,present,traveling,sportsetc.

ServiceBusinessOpportunityInformation/DatabaseTechnologyPayment/LogisticsPromotionOverseasResources22SINAmall—打造T型電子商務(wù)平臺(tái)

SINAmall—打造T型電子商務(wù)平臺(tái)

SINAmall-buildsT-stylee-Businessplatform部分行業(yè)合作伙伴Keybusinesspartners23SINAmall—打造T型電子商務(wù)平臺(tái)

SINAmall—打造T型電子商務(wù)平臺(tái)YourBusinessYourCustomer

Sinamall

幫助專業(yè)網(wǎng)站發(fā)展成為本行業(yè)的EC門(mén)戶HelpspecializedwebsitestobecomeECgatewaysoftheirownindustries建立平臺(tái)的目的：Platformobjectives為傳統(tǒng)企業(yè)提供專業(yè)化、特色化、漸進(jìn)式電子商務(wù)服務(wù)Provideprofessional,featured,step-by-stepECservicesfortraditionalenterprises定向信息發(fā)布和宣傳平臺(tái)Aplatformforinformationdisseminationandpropaganda

維系老客戶、挖掘潛在新客戶，建立客戶營(yíng)銷(xiāo)數(shù)據(jù)庫(kù)Keepinglong-termcustomers,prospectingpotentialnewcustomersandsettingupmarketingdatabase促成網(wǎng)上交易，擴(kuò)大收入來(lái)源Enhancingon-linebusinessandincreaserevenue整合傳統(tǒng)業(yè)務(wù)流程，提高效率、降低成本Restructuretraditionalworkflowtoincreaseefficiencyandlowerthecost24SINAmall—打造T型電子商務(wù)平SINAmall—打造T型電子商務(wù)平臺(tái)合作網(wǎng)站和商家數(shù)量(家)

Cooperatedwebsiteandquantityoftheenterprise25SINAmall—打造T型電子商務(wù)平臺(tái)合作網(wǎng)SINAmall—打造T型電子商務(wù)平臺(tái)綜合商品數(shù)量(個(gè))Integratedmerchandisequantity26SINAmall—打造T型電子商務(wù)平臺(tái)綜合商品數(shù)量(SINAmall—打造T型電子商務(wù)平臺(tái)行業(yè)商品數(shù)量分布(2001/6)Industrymerchandisequantitydistribution27SINAmall—打造T型電子商務(wù)平臺(tái)行業(yè)商品數(shù)量分SINAmall—打造T型電子商務(wù)平臺(tái)SINAMALL注冊(cè)用戶增長(zhǎng)情況(個(gè))registeredSINAmallusers28SINAmall—打造T型電子商務(wù)平臺(tái)SI

圖書(shū)商城音像商城體育商城卓越網(wǎng)當(dāng)當(dāng)網(wǎng)奧林票網(wǎng)莎啦啦…

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成功案例一:專業(yè)網(wǎng)站戰(zhàn)略合作Casestudy1:strategiccooperationofthespecializedwebsite29圖書(shū)商城音像商城體育商城卓越網(wǎng)成功案例二:網(wǎng)上洗衣連鎖Casestudy2:On-linelaundrySinaMall網(wǎng)上洗衣訂單處理中心訂單分配市內(nèi)加盟連鎖店Laundrychainshops

ONLINE

OFFLINE30成功案例二:網(wǎng)上洗衣連鎖訂單分配市內(nèi)加盟連鎖店La積極應(yīng)對(duì)加入WTO后的挑戰(zhàn)FacingChallengesafterChina’sWTOentry行業(yè)龍頭和政府共同促進(jìn)統(tǒng)一的電子商務(wù)平臺(tái)的建設(shè)，實(shí)現(xiàn)電子商務(wù)技術(shù)、信息、服務(wù)標(biāo)準(zhǔn)化StandardizationofECtechnology,informationandservicesthroughconstructionofunifiedECplatformjointlypromotedbyindustryleaderandtheGovernment政府出臺(tái)相關(guān)政策，引導(dǎo)、鼓勵(lì)國(guó)內(nèi)企業(yè)積極參與電子商務(wù)PoliciesinitiatedbytheGovernmenttoguideandencouragedomesticenterprisestoengagei