Lp 10110CLC

Mai H Thi -10110190

Bi tp mn Thng Mi in T

Cu 1:
1.1 Lch s pht trin ca Zappos:
Zappos c thnh lp bi Nick Swinmurn v hai nh u t khc l Hseih v Lin vo thng
Su nm 1999, di tn min gc ShoesSite.com. Website c lp ra vi ni dung dng
chuyn bn giy oline.
Sau vi thng thnh lp, cng ty i tn thnh Zappos vi mc ch m rng cc mt hng
bun bn. Nick Swinmurn ri khi cng ty v Tony Hseih lm CEO ca Zappos.
Nm 2001 Zappos tng trng gp 4 ln doanh thu hng nm ca h, v h thu v c 8,6
triu USD.
Nm 2003 doanh thu ca Zappos t 70 triu USD.
Thng 3/2003 Hseih c nhng quyt nh thay i v dch v khch hng : u t nh vo
phn qung co nhng u t mnh m vo dch v khch hng.
Thng 1/2005 Zappos c chuyn tr s t San Francisco n Las Vegas.
Trong 3 nm tip theo Zappos tng doanh thu gp i hng nm vi 840 triu USD vo
nm 2007 v cng ty m rng kinh doanh cc mt hng nh ti xch, mt knh, qun o, ng
h,.......
22/7/2009 Amazon quyt nh mua li Zappos vi gi 850 triu USD.
1.2 So snh giao din bn hng Amazon v Zappos.
Amazon Zappos
Hai trang web u h tr ti a trong vic tm kim v a ra cc bnh lun ca ngi dng v
sn phm. iu ny gip khch hng xc nh c nhanh chng v chnh xc mt hng ang
cn.
Trang ch hin th cc gi ca Amazon v
tt c cc loi sn phm chnh nh sch, giy
dp, o qun, thit b in t, v...v... ang
c bn chy hoc ang gim gi

Trang ch phn ln hin th v giy dp v
bnh lun t ngi dng v mt vi loi giy
c s dng.
Mc c nhn ha ngi dng cao. Th hin
qua cng ngh mua hng 1-click
None
Hin th hnh nh t hn ti thiu 2 gc
trong mt sn phm l pha trc v pha
sau,.....
Hin th hnh nh trong tng sn phm theo 8
gc khc nhau, tt c cc mu ca sn
phm, mt video nh gi sn phm cho
ngi dng d dng la chn.
Vic bnh lun nh sn phm ch c khi ta
chn vo mt mt hng c th.
Tt c mi trang u c bnh lun nh gi
sn phm

Cu 2:
Chi tit cc thnh phn h tr trong khung hot ng ca thng mi in t.
c chia thnh nm chi tit chnh trong thnh phn h tr.
1. Con ngi:
1.1 Ngi mua.
1.2 Ngi bn.
1.3 Ngi trung gian.
1.4 Ngi u t.
1.5 Ngi qun l.
2. Chnh sch cng cng
2.1 Thu.
2.2 Lut.
2.3 Vn c nhn.
2.4 Cc quy nh, quy ch.
2.5 Tiu chun k thut.
3. Marketing v qung co.
3.1 Vic nghin cu th trng.
3.2 Vic qung b.
3.3 Ni dung cc trang web.
4. Dch v h tr
4.1 Dch v hu cn.
4.2 Cc phng thc thanh ton.
4.3 S pht trin h thng bo mt.
5. Cc quan h i tc kinh doanh.
5.1 Cc chng trnh lin kt.
5.2 Cc cng ty lin doanh.
5.3 Cc sn giao dch.
5.4 Ch in t
5.5 Cc tp on.
Cu 3:
3.1 Vn v vn ha:
S kt hp gia ngn ng v phong tc th c gi l vn ha. Cc nh nghin cu cho rng vn
ha khc nhau qua cc bin gii quc gia v trong nhiu trng hp , thay i gia cc vng trong
nc. Tt c cc cng ty phi nhn thc c s khc bit v ngn ng v phong tc to nn n vn
ha ca bt k khu vc no m h c nh kinh doanh v vn ha v phong tc tp qun nh hng
rt ln n vic kinh doanh ca cng ty .
V d v cc vn kh khn trong thng mi in t khi c s khc bit v vn vn ha.
Ti n , v d, n khng thch hp s dng hnh nh ca mt con b trong mt phim
hot hnh hay thit lp hi hc khc . Khch hng tim nng cc nc Hi gio c th b
xc phm bi mt hnh nh cho thy cnh tay ca con ngi hoc chn pht hin.
Nhng ngi mua sm Nht Bn phn i phin bn USA ca thng mi in t bi v
h thng thch thanh ton bng tin mt hoc chuyn tin mt thay v bng th tn dng v
h c s lo lng cao trong vn kinh doanh trc tuyn. SoftBank l mt cng ty ln Nht
Bn to lin doanh vi 7-Eleven, Yahoo!, Tohan(nh phn phi sch ln ca Nht) bn
sch v a CD trn Web. Lin doanh ny c tn l ES-Book, n cho php khch hng t
mua hng trn Internet sau chn tr tin mt ti cc ca hng tin li 7-Eleven ti a
phng. Bng cch thm mt trung gian p ng cc nhu cu ca khch hng Nht Bn.
SoftBank c nh gi cao v thnh cng trong vic a doanh nghip v ngi tiu
dng Nht Bn n vi thng mi in t.
V vy cc nh thit k thng mi in t quc t thng phi rt cn thn khi chn biu tng i
din cho cc hnh ng chung ca h. Nu cc cng ty hiu c vn ha ti ni m h d nh kinh
doanh th c hi thnh cng s rt ln.
3.2 Vn v Culture Goverment.
Chnh sch ca chnh ph gy nhng kh khn v tc ng trc tip n s pht trin v thng mi
in t trong quc gia . C rt nhiu quc gia trn th gii thng xuyn ngn chn quyn t do
ngn lun ca cng dn v h c nhng bc c th nhm ngn chn vic trao i thng tin bn
ngoi tm ca nh nc, chnh v vy h kim sot rt gt gao vic s dng mng Internet lm
phng tin giao dch trao i mua bn. T nhng iu vn ha v nhng quy nh ca chnh ph dn
n hn ch s pht trin thng mi in t.
V d: Nh Trung Quc l quc gia c truyn thng kim sot truy cp ca ngi dn vo cc thng
tin t nc ngoi nhng h mun nn kinh t ca h gt hi nhiu li ch t thng mi in t.
Trung Quc to ra tp hp cc yu cu ng k v quy nh vi bt c doanh nghip no mun
tham gia vo thng mi in t. Cc quy nh ny c thc thi ca Cc cng an. V d: cc cng ty
Trung Quc bn cc dch v Internet phi ng k tt c cc khch hng ca h vi Vn phng
Cng An v phi gi li bn sao ca tt c cc email v cc cuc hi thoi chat room trong vng 60
ngy. Cng dn Trung Quc vo mt cuc tr chuyn trong phng atSohu.com c cho n vi
mt trang web c ni dung vn bn:
Cnh bo! Xin lu rng cc vn sau y b cm theo lut php Trung Quc.
1. Nhng li ch trch v hin php nc Cng ha nhn dn Trung Hoa.
2. Tit l b mt nh nc, v tho lun v lt Cng sn, chnh ph.
3. Mt s ch gy tn hi n uy tn ca Nh nc.
Vn phng Cng an Trung Quc ng ca hng ngn qun c ph Internet v khng gi h s y
. Khai thc thng tin trn cc trang web Trung Quc cn thit gim st tt c cc ni dung xut
hin trn trang web ca h . Blogbus , mt trang web ca Trung Quc du khch c php ng bi
tiu lun, b ng ca vo nm 2004 v mt bi vit (trong s 15.000 ) c mt bi lun bao gm
nhng g chnh ph coi l "ni dung b cm". Hng trm ngi b b t Trung Quc cho ng ni
dung " lt " trn Web.
Cu 4:
Trnh by cc cng ngh trong Amazon
Cng ngh ca Amazon gip cng ty hon thin quy trnh kinh doanh v gim chi ph. Cc phn
mm qun l phn phi hng ca Amazon lm tng s lng hng phn phi nm 2003 ln gp 3
ln so vi nm 1999. Vi t l li khu phn phi t hn, s ln phi tip xc vi khch hng tnh
trn mi n hng cng gim mt na so vi nm 1999. Chi ph b phn phn phi gim t 15%
doanh thu nm 1999 xung cn 7% nm 2003.
Nm 1997 phn mm 1-click technology ra i, cho php lu tr cc thng tin v hng ha n bn
hng v giao dch ca tng khch hng. Nh , khi khch hng t mua ln tip theo, h ch cn
nhn chut mt ln m khng phi nhp li nhng thng tin c nhn.
Thng 10/2003, Amazon a ra ng dng tm kim ni dung trong sch Search inside book, cho
php ngi mua tm kim bng nhng cm t cha trong 33 triu trang sch ca 120.000 cun sch
thay v tm kim ta hoc tn tc gi nh trc y.
V thirds party ca cng ty Amazon
Hin nay cc cng ty bn l a hng ca mnh ln website ca Amazon. My tnh ca h c kt
ni ca Amazon theo di hng trong kho v doanh s hng bn. Khi c n t hng, Amazon s
lp ha n v thu ph hoa hng cho mnh (15%), cn cc hng bn l s tin hnh chuyn hng t
kho ca mnh n ngi mua.
Amazon cn lm dch v xy dng v duy tr website cho cc hng bn l. Cc hng nh Target,
Borders, Gap, Nordstorm hin ang l khch hng cho dch v ny.
Cc thirds party ln ca Amazon nh: Guess, LG, Adidas, Channel, LV, Samsung, v..v...
Ti liu tham kho:
http://www.pcworld.com.vn/pcworld/printArticle.asp?atcl_id=5f5e5c58595b56
http://en.wikipedia.org/wiki/Amazon.com#Digital_content
Sch Electronic Commerce 9
th
.