THNG MI IN T

ThS Nguyn Th Hng Vn Email: vannth@ftu.edu.vn B mn TMT, Khoa QTKD i hc Ngoi thng

H Ni, 2011

Ti liu
Trng H Ngoi thng , Gio trnh Thng mi in t
cn bn 2012

TS Phm Thu Hng, ThS Nguyn Vn Thoan, ng dng

marketing in t trong kinh doanh, NXB Khoa hc k thut 2009

Website hc trc tuyn Elearning.ftu.vn

Ni dung
1. 2. 3. 4.
Tng quan v thng mi in t Giao dch in t

Marketing in t
Ri ro v phng trnh ri ro trong thng mi in t

5. ng dng TMT trong doanh nghip 6. Lut iu chnh trong TMT 7. Thc hnh xy dng website v ca hng trc
tuyn

Chng 1

Tng quan v thng mi in t

THNG MI IN T 2011
ThS Nguyn Th Hng Vn

Hi p nhanh v thng mi in t
1. 2. 3. 4.
Internet c ra i nh th no? Internet tc ng th no ti hot ng kinh doanh? Thng mi in t l g? C nhng loi hnh Thng mi in t no?

S pht trin ca Internet

6 5 4 3 2

Internet tc ng th no ti hot ng kinh doanh?

Tch cc

Gim chi ph marketing, nghin cu th trng Gim chi ph giao dch Tit kim thi gian Tng doanh thu: knh bn hng trc tuyn

M hnh kinh doanh mi: xut bn in t, bo in t; chng khon in t; mua chung

tuyn

Qung b hnh nh doanh nghip, xy dng thng hiu trc

Kt ni ngi mua ngi bn Thay i chin thut qung co Vt khng gian v thi gian

Internet tc ng th no ti hot ng kinh doanh?

Tiu cc

tin cy ca thng tin La o qua mng An ninh v bo mt h thng thng tin

Prentice-Hall, cr 2009

Chng 1. Tng quan v Thng mi in t

1. 2. 3. 4. 5.
S pht trin ca Internet Khi nim Thng mi in t Quy trnh trin khai thng mi in t nh gi website thng mi in t

Cc m hnh TMT in hnh

The Goal of Ecommerce website

Amazon: Earths biggest selection Google: To organize the worlds information Facebook: The social operating system of the
Internet

Khi nim thng mi in t

Theo ngha hp, thng mi in t l vic mua bn hng ho v dch v thng qua cc phng tin in t v cc mng vin thng, c bit l my tnh v internet.

Khi nim thng mi in t

UNCTAD:

Trn gc doanh nghip: MSDP Trn gc c quan qun l nh

nc: IMBSA

MSDP

Marketing

Sales
Distribution Payment

Trn gc c quan qun l nh nc: M hnh IMBSA iu kin pht trin TMDT
I H tng c s
M Thng ip d liu B Lut iu chnh S Quy nh trong tng lnh vc

A Cc ng dng

Li ch ca TMT
Li ch ca ngi bn -Tip cn khch hng 24/7 - Gim chi ph - Knh Marketing mi - Knh phn phi mi - Tip cn khch hng ton cu Li ch ca ngi mua -D dng tip cn thng tin v sn phm, dch v -Nhiu c hi tm kim, so snh thng tin -Nhn hng ha s ha nhanh chng -- Tip cn nh cung cp ton cu

Cc giai on pht trin ca TMT 3 giai on pht trin chnh

3. Thng mi cng tc(c-Business) Integrating / Collaborating Ni b doanh nghip cc b phn lkt (integrating) v kt ni vi cc i tc kinh doanh (connecting) 2. Thng mi Giao dch (t-Commerce) Hp ng in t (k kt qua mng) Thanh ton in t (thc hin qua mng) (online transaction), 1. Thng mi Thng tin (i-Commerce) Thng tin (Information) ln mng web Trao i, m phn, t hng qua mng (e-mail, chat, forum...) Thanh ton, giao hng truyn thng

Giai on 1
- Mua my tnh, email, lp website
- Giao dch vi khch hng, nh cung cp bng email - Tm kim thng tin trn web - Qung b doanh nghip trn web - H tr khch hng v sn phm, dch v

Giai on 2
- Xy dng mng ni b doanh nghip
- ng dng cc phn mm qun l Nhn s, K ton, Bn hng, Sn xut, Logistics - Chia s d liu gia cc n v trong ni b doanh nghip

Giai on 3
- Lin kt doanh nghip vi nh cung cp, khch hng, ngn hng, c quan qun l nh nc
- Trin khai cc h thng phn mm Qun l khch hng (CRM), Qun l nh cung cp (SCM), Qun tr ngun lc doanh nghip (ERP)

Cc giai on pht trin ca TMT 3 giai on pht trin chnh

3. Thng mi cng tc(c-Business) Integrating / Collaborating Ni b doanh nghip cc b phn lkt (integrating) v kt ni vi cc i tc kinh doanh (connecting) 2. Thng mi Giao dch (t-Commerce) Hp ng in t (k kt qua mng) Thanh ton in t (thc hin qua mng) (online transaction), 1. Thng mi Thng tin (i-Commerce) Thng tin (Information) ln mng web Trao i, m phn, t hng qua mng (e-mail, chat, forum...) Thanh ton, giao hng truyn thng

Minh ha: Quy trnh giao dch ca Dell

Tng hp cc n hng thng tin cho NCC 2

Lp rp v Phn phi 3 1 2 4 Giao hng cho t hng qua Internet, Phone, trang web ca KH DN khch hng

c im: - Nguyn liu lu kho thp, ko

Mt s sn phm giao trc tip speakers, external zip drivers

- Thnh phm lu kho thp, ko - Sn phm khng ph bin c giao ngay t Nh sn xut khc n KH

ERP Qun tr ngun lc DN

Ti chnh -S k ton tng hp -Qun l cc ti khon phi thu, phi tr -Mua sm -Ti sn c nh -Qun l ti sn -Qun l chi ph Qun l ngun nhn lc -Qun l ngun nhn lc/i ng -Bng lng -HR t phc v Kinh doanh in t -Mua sm in t -Khch hng ni b -Tuyn dng in t -H s in t -Thng tin nhn khu hc -Giao dch qua web -Thng mi in t

Thit b x l GD
Phn mm li qun l dng giao dch gia cc ng dng v qun l ni dung nh bo mt v ton vn d liu. Qun l quan h KH Phn tch d liu Phn mm h tr ra quyt nh cho php chuyn vin cp cao v nhng ngi s dng khc phn tch d liu giao dch kim sot qu trnh hot ng kinh doanh QL chui cung ng Cc ng dng lp k hoch, sp xp lch trnh v x l n hng ch ra nhu cu mua sm ca doanh nghip -Thng nht ngi s dng -C bit ha dch v -Tip cn thng tin doanh nghip mi lc

Cc bc trin khai thng mi in t ti doanh nghip

Phn tch SWOT, lp k hoch, xc nh mc tiu, vn u t SWOT: im mnh im yu C hi Him ha Xy dng m hnh cu trc, chc nng, nh gi website Mua tn min, thu my ch Thit k website Cp nht thng tin, qun tr ni dung website nh gi website: thng tin, chc nng, tc , nt ring

B sung cc chc nng: bo mt, thanh ton

Qung b website, ng k trn Cng c tm kim, tham gia cc Sn giao dch thng mi in t Lin kt website vi khch hng, nh cung cp, i tc, c quan qun l nh nc Xy dng h thng cung cp v phn phi

Cng c nh gi s pht trin ca TMT

4N cho TMT Nhn thc Nhn lc Ni mng Ni dung

M hnh 7 yu t nh gi website TMT 7C

Content Ni dung

Commerce Thng mi
Context Thm m Communication Giao tip

Customization C bit ha

Mt vi yu t nh gi s thnh cng trong TMT

Community Cng ng Connection Lin kt

8 Cs to Effective Web Site Design

Context- Layout and Design
Content- Text, pictures, sound and video Community- Enables user to user interaction Customization- Ability to tailor site to different users and personalize the site Communication- Enables easy two way communication Connection- Degree to which the site is linked to other sites Commerce- Capability to enable commercial transactions- $$

Change- Ability to prepare and change to meet market conditions/ competitors strategies

Cc m hnh TMT

Cc m hnh TMT
Chnh ph G
Chnh ph G Doanh nghip B Ngi tiu dng C

Doanh nghip B

Ngi tiu dng C

G2G
ELVIS (vn usa)

G2B
Hi quan in t

G2C
EGovernment Amazon.com

B2G
u thu cng

B2B
Ecvn.gov.vn

B2C C2C

C2G

C2B
Priceline.com

E-bay

Cc m hnh TMT
1. B2B: doanh nghip ti doanh nghip www.alibaba.com (Trung Quc) www.ec21.com (Hn Quc) www.buyusa.com (M) www.sesami.net (Singapore) www.vnemart.com (Vit Nam) M hnh ny chim ti 80% doanh s TMT ton cu (Bo co TMT, UNCTAD, nm 2003)

Cc m hnh TMT
2. B2C: doanh nghip ti ngi tiu dng www.amazon.com (M) www.tienphong-vdc.com.vn (Vit Nam) 3. C2C: ngi tiu dng-ngi tiu dng www.ebay.com (M) 4. Cc hot ng phi thng mi (Chnh ph in t): G2B, G2C 5. B2E Doanh nghip vi lao ng www.hertz.com ; www.cisco.com

Quy trnh bn hng trc tuyn trn Amazon.com

Ngn hng
thanh ton

3
b tr / clearance Th tn dng / Credit card

4
Phn phi
lu kho

Gi n hng

Amazon.com
sales t Information systems coordination contents

Vn chuyn
deliver
transport tracking

Giao hng

6
t hng bn hng bnh lun

cung cp

i tc
bn hng

Khch hng
mua sm

Author
marketing

Bi tp chng 1
1. Phn tch cc Bi tp tnh hung trong Ph lc 1
Gio trnh Thng mi in t cn bn Tr li cc cu hi: M t tnh hung ca doanh nghip Nu nhng ng dng TMDT ca doanh nghip Lin h thc tin vi doanh nghip Vit Nam v rt ra bi hc kinh nghim.

2. Tr li cc cu hi n tp cui Chng 1 Gio

trnh Thng mi in t cn bn.

Prentice-Hall, cr 2009

Xin cm n!