电子商务的案例-精选文档

Enjoyable: In Spain, leisure has a different meaning and shopping is an innate part of the Spanish way of life. Convenience


Full-time
Low-cost is a key factor?

Insight
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Develop SCM, Synergy Strategy

SCM

Logistic; Inventory; Purchase; Distribution Alcampo : 1.9% Prvca : 4%

Profits:

Reduce profit to sustain Alcampo’s discount way of life? How to? Low-Cost Leadship Strategy
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Segmentation

On-line Supermarket Customers:

Suburb families Mothers taking care of little baby Technical focus families



What they focus

Price
Convenience Diversification
Oct. 2019 0.01% of total turnover


4,900 m pesetas （profit in 2019）
490k pesetas profit （virtual supermarket） Cost 100 m for developing the new system Operation and maintenance fee

Based on E-commerce, develop SCM, Synergy Strategy.

Deeply involved into the E-Commerce Business and establish effective distribution system.
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应重点从“财”、“物”两方面做好安全工作

确保消费者信用卡帐户的安全 要建立时时查询系统，让消费者了解自己所购物品 的状态，何时货可送达。

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协助社会推广网络概念

从案例中提供的资料看，2019年西班牙14岁以上人口为
约3400万，其中对互联网有所接触的为134万人（4％）， 使用者约92万人（2.7%）。
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Competitives Analysis
SUBSTITUTES
Win buyers
SUPPLIERS OF KEY INPUTS
Ability to exercise
power and leverage
COMPETING SELLERS bargaining
Bargaining power and leverage BUYERS
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Customer’s Loyalty

Critical Success Factor for On-line Supermarket

I know it and trust it

CRM

Sales Marketing
Call Center
Service, etc.
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利用规模效益降低成本提高利润

尽快解决技术问题，将业务拓展到全国，从而降低单位成
本。

在更大范围内追求购买效益 通过资源共享减少重复配置所造成的浪费

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向价值链全过程要效益

电子商务概念的引入将对Alcampo公司价值链的各环节产
生重大影响。

除销售外，Alcampo公司应同样重视电子商务在其他环节 可能产生的效益。

采购 寻价 存货管理
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建立自己的特色

以特色求生存、求发展 。
由于网络所拥有的“链接”优势，可将Alcampo公司的其

它业务进行整合。

将“旅游”作为其网上超市的特色
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安全

网上交易的安全性是消费者最大的心理顾虑，要将消费者
从传统连锁业中争取过来，这是Alcampo公司必须解决的 重要问题



To acquire relevant know-how for the online retailing and thus prepare Alcampo for the emerging information society.
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Current Status

The 1st in Spain, even in Continental Europe.
Threat of entry of new rivals POTENTIAL NEW ENTRANTS
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Key Focus

Segmentation, Differentiation strategy, customer’s
loyalty improvement, insight.
CASE STUDY
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CASE1
vs
（Spain） （USA）
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2
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Propagandize Focus

The 1st in Spain, even in Continental Europe. Emphasize the competitive advantage of Internetbased supermarket to traditional supermarket.
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Leabharlann Baidu
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Original Goals

To respond to the need for differentiated service and high quality interaction with customers.
To meet customer’s desire for shopping through an Internet-based supermarket. To become the market leader in the online distribution channel.