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Priceline.com v qu trnh tm kim mt m hnh kinh doanh hiu qu

Priceline l mt trong nhng cng ty ni ting nht trn th gii Web. H thng u gi ngc Hy ni gi ca bn ca h l mt m hnh kinh doanh c nht m cho php s dng sc mnh chia s thng tin v truyn thng ca Internet to ra mt cch mi nh gi sn phm v dch v. Priceline, ngi tiu dng tham gia tr gi cho cc gi du lch, phng khch sn, t thu v thm ch c tn dng nh t. Sau Web ny tm kim trong database ca n, ci m trong cc nh cung cp tham gia bo m rng nhng t l chit khu khng sn c vi cng chng. Cng ty sau s quyt nh liu n c th p ng cho gi ca khch hng khng v quyt nh liu n c mun chp nhn li ngh gi c ca khch hng khng. Khng ging nhng xu hng nhn mnh s minh bch trong thng tin trc tuyn, m hnh kinh doanh ca Priceline da trn s khng r rng, ni m khch hng v nh cung cp c thng tin khng y v gi, thng hiu v thi gian. i li, khch hng nhn c mt gi thp hn nhiu cc site khc. Priceline cho mi mt gi tr hp dn vi khch hng, cho php h tit kim tin bng cch nh i gia s a dng v thng hiu, c trng sn phm v hay ngi bn vi gi r. Nhng nh kinh doanh cng c th t c thm doanh thu bng cch bn sn phm m h c th khng th bn bng cch chp nhn nhng tr gi thp hn gi bn l m khng lm cn tr nhng knh phn phi hay cu trc nh gi bn l vn c. Priceline l mt v d ca vic s dng web t c s phn bit gi hiu qu: nh cung ng c th ly gi mt s khch hng gi cao hn nhng ngi khc vi cng sn phm nh th. Priceline lm nhim v nh mt nh trung gian lm cho iu xy ra. Nm 2008, Priceline bn

khong 4.9 triu v my bay (tng 40%), 41 triu phng khch sn ban m(tng 46%) v 10 triu hp ng thu xe theo ngy(tng 14%). M hnh kinh doanh khng bao gi l n gin nh b ngoi. Nu chng n gin th chng d dng b copy. M hnh kinh doanh ca Priceline c mt s thnh t. Priceline giu tn ca nhng nh cung ng thng hiu ca h khng b nh hng v iu ny n lt n li tng s h tr cho nhng nh cung ng hng (nh khch sn, v my bay, cc cng ty thu xe v nhng sn phm khc) bng cch mua sn phm d tha ca ngnh du lch hot ng nh l mt ngi thanh l in t. Vic giu tn ca nhng nh cung ng cng c th chp nhn c vi phn ng khch hng ca th trng du lch vn khng quan tm n thng hiu nh gi c. Tham gia vo Priceline ging nh chi bc Las Vegas-bn khng th bit khi no bn dng li. Yu t th 3 l h thng c s h tng k thut tin tin c th khp nhng gi thu c ngh vi nhng ngi bn trong mt cung cch thn thin vi khch hng. Kt qu l mang li s tri nim khch hng tuyt vi. Nhng thnh t khc i vi cc i th cnh tranh c th kh bt chc, nh ch ra trng hp ca Expedia. Cng ty ny xy dng mt website Hy ni gi ca bn vi tn l Hotwire, nhng n khng thnh cng nhiu nh th. C l iu quan trng nht l m hnh kinh doanh ca Priceline cung cp cho khch hng nhng dch v du lch gi r nht trn mng Internet. Priceline l mt v d in hinh ca mt cng ty bt u vi mt m hnh kinh doanh c nht, u tranh t c li nhun, c gng pht trin cung cp sn phm tiu dng a dng hn, tht bi v li quay li vi m hnh ban u ng thi iu chnh li nhng thnh t ch cht. n nm 2009, n pht trin mt kha cnh chin lc vt tri mt s i th cnh tranh nguy him v cho thy s tng trng mnh m trong mt th trng ang i xung. Mc d nn kinh t suy thoi vo giai on 2008-2009 khin cho doanh thu v li nhun ca nhiu website du lch st gim nghim trng nhng doanh thu ca Priceline vn tng trng t 1.9 triier nm 2008, tng 34% so vi nm 2007. V li nhun

thun ca n tng 24% t 193 triu . Trong qu u nm 2009, doanh thu tip tc tng khong 14% v li nhun tng 15%. Tm nhn ban u ca ngi sng lp ra Priceline, Jay Walker l thu thp nhu cu. Walker hng triu xy dng khi nim v mt trung tm mua sm ti mt im bn duy nht tt c cc hng ha, dch v t xe ti ti kem nh rng, hay cc chuyn du lch ngh dng. Nhng hu nh trong ton b giai on u ny, Priceline khng c li. Nm 1999, cng ty l hn 1 t . N gim mc l xung cn 15 triu n trc nm 2001 nhng sau s kin 11/9, 2001, thm cnh ti Trung tm thng mi th gii, nhu cu du lch gim, thoi tro nm 2002, dn n cng ty l 23 triu . Nhng nh qun tr ch cht t chc. Nhng tt bo nh Priceline trn b vc thm v Thi khc h mn ca Priceline.com trn ngp cc trang u ca bo ch. Tuy nhin, nm 2003, Priceline ghi nhn nm u tin c li, li nhun rng t 10.4 triu . T sau , tin tt tip tc n. T nm 2004 n 2008, doanh thu ca Priceline tng vt t 900 triu ln n 1.9 t , v li nhun rng ca n tng t 31 triu ln 193 triu . Priceline bt u s nghip ca mnh vo thng 4 nm 1998, v bn v my bay. mua v my bay theo h thng kiu nh gi ca ring bn, mt khch hng phi log vo web ca priceline v xc nh im xut pht v ch n ca chuyn hnh trnh, ngy khi hnh v gi m h sn sng tr, mt th tn dng cn hn m bo. khch hng phi ng bay trn bt k chuyn bay no, ri i bt c lc no trong khong t 6h sng n 10h ti, chp nhn t nht mt im dng hay my bay tip ni, chp nhn my bay khng tn trang thng xuyn, chp nhn v khng th tr li hay thay i. khi nhn c li cho hng, priceline kim tra g v sn c, quy tc v inventory do cc hng hng khng cung cp, v quyt nh liu n s p ng t hng ti gi c yu cu khng. Nu c, n thng bo cho khch hng trong vng 1 gi rng gi c ca h c chp nhn. v pha khch hng, nguyn tc trung tm ca m hnh kinh doanh ca priceline l trong

nhiu phn loi sn phm v dch v, c mt s lng ln cc khch hng c th trao i thng hiu, cc c tnh sn phm v ngi bn, c bit l nu vic ng s thay th gia cc thng hiu hay ngi bn s gip tit kim tin. v phn cc nh bn hng, m hnh ny c khng nh rng hu ht nhng nhn hiu v ngi bn s u c s thng d v hng tn kho hay cng sut m h s bn chng vi gi thp hn, nu h c th lm th m khng lm gim gi bn l ca h vi khch hng hay qung co rng gi r l sn c. Priceline tin rng m hnh kinh doanh ca h l thch hp mt cch l tng cho nhng ngnh cng nghip c c trng bi hng tn kho qu hn hay c(v d: ch ngi trn my bay khng th bn sau khi my bay ct cnh hay phng khch sn khng cho thu), mc d n khng ngh rng n s b gii hn cc ngnh cng nghip ny. Priceline m rng h thng ca n t ch bn v my bay n t ch khch sn vo thng 10/1998, v gii thiu nhng dch v ti chnh nh t(ra i thut ng Hy ni gi th chp ca bn). H thng mi ra mt cng chng vo thng 3 nm 1999, v sau nm , n thm t cho thu v thm ch l t mi vo danh sch sn phm kinh doanh. xc tin nhng sn phm ca n v thng hiu Priceline, hng ny dn thn vo mt chin dch qung co tn km v su rng, thu William Shatner lm ngi pht ngn cho hng, v Priceline nhanh chng tr thnh mt trong nhng thng hiu d nhn ra nht trn mng. Vn vi cng ty bt u khi ngi sng lp ca n c gng bnh trng cng ty vo mt khu vc sn phm tiu dng mi, v m rng franchise ra th trng th gii. Priceline nhng quyn m hnh kinh doanh hy ni gi ca bn cho mt s lin minh bao gm Priceline Webhouse Club, v lin doanh ny c gng m rng m hnh ra hng rau qu v xng du, v Perfect Yarsage, v lin doanh ny s dng m hnh bn nhng sn phm qua s dng trc tuyn v thm bo him du lch v in thoi ng di vo danh sch sn phm. Priceline cng c tham vng tin ti th trng ton cu, v nhng quyn m hnh ca n cho nhng cng ty ang d nh thit lp hot ng tng t chu v c.

Tuy nhin vo ma thu nm 2000, bc tranh ton cnh khng cn ti sng na. Vo thng 10 nm 2000, ch sau 10 thng hot ng, lin doanh Priceline Webhouse Club khng th gy dng thm ngun ti tr na v phi ng ca, sau khi chi 363 triu . Trong tnh hnh ti chnh vo thi im , khi m nhng trng tm mi l li nhun, Jay Walker khng th kim thm hng trm triu lm cho Webhouse ha vn. Tuy nhin, Walker khng nhn ra s ng ca ca Priceline nh l hu qu ca s tht bi ca m hnh kinh doanh. Thay vo , ng ta gi n l hu qu ca tnh sm nng chiu ma ca cc nh u t. Nhiu nh phn tch khng chp nhn s miu t ca Walker. H ch ra nhng nguyn nhn khc. u tin l a s cc nh sn xut thc n v hng ha sy kh la chn khng tham gia Priceline Webhouse. V vy, to ra sc hp dn khch hng, Priceline Webhouse tr cp chit khu cho hu ht cc sn phm ca n. Mc d mt s nh sn xut chnh, chng hn nh Kellogg v Hershey cui cng tham gia, nhng nhiu nh sn xut nh Kraft, Procter&Gamble v Lever Brothers khng lm th. Tnh ton sai lm th hai l vic tr gi cc mt hng rau qu v xng du khng cung cp mt cch mua sm thc s d dng. Cc khch hng c yu cu tr gi v thanh ton trc tuyn cho mt hng rau, sau s dng th cn cc c bit ly hng ti mt siu th l thnh vin ca h thng. Nu nhng mt hng c bit khng c sn ca hng, khch hng s phi hoc l i ti mt ca hng khc hoc l phi quay li vo lc khc. Vi nhiu ngi, s sp ca Priceline Webhouse lm ni ln mt vn l nhng nhng rn nt tim n trong m hnh kinh doanh ca Priceline v dy ln nhng quan ngi su sc v kh nng m rng c bn ca n. Ngi sng lp ra Priceline, Jay Walker t chc vo thng 12 nm 2000. Ban qun tr mi mnh tay ct bt s m rng ca Priceline v sa thi hn 1000 nhn vin. Ch tch ca Priceline Richard Braddock ni rng: Priceline s pht trin mt cch c chn lcvi s kim sot ti chnh cht ch. Chng ti s

kim tin t m hnh ny v tin v pha trc. Vo nm 2002, Priceline tp trung vo ngnh kinh doanh chnh ca n l t trc cc chuyn du lch, loi b nhnh kinh doanh xe hi v in thoi ng di. Ngnh kinh doanh khng lin quan n du lch duy nht hin nay ca Priceline l 49% li tc Priceline Mortgage. V gia nm 2003 v 2004, cng ty iu chnh m hnh kinhdoanh ln na, thm mt nhnh kinh doanh bn l v my bay c chit khu v nhng dch v thu xe hi b sung cho thng hiu c trng Hy ni gi ca bn cnh tranh hiu qu hn vi cc cng ty nh Expedia, Travelocity, Hotwire v Orbitz trong phn khc th trng khch hng thch t ch mt hng my bay nht nh hay thch thu xe. Mc d nhng dch v ny khng bo b bng m hnh Hy ni gi ca bn(tnh ra cn 1.5 n 2.5 v my bay bn l mi mang li li nhun bng gp bng vi 1 v my bay bn theo m hnh hy ni gi ca bn) v mt phm vi nht nh, dch v ny n tht m hnh bn v Hy ni gi ca bn, Priceline t nht c th to nn s khc bit vi doanh thu tng. h tr tt hn cho chin lc ny, Priceline mua li phn ln c phn ca TravelWeb, mt lin doanh ca chui 5 khch sn ln. lin doanh ny gip cho Priceline c th tip cn vi phng khch sn c gi chit khu. Ngoi ra, cng ty cn mua li chui khch sn Active v Bookings B.V, mt dch v t phng khch sn ca Chu u, v vo nm 2005, Priceline m rng chin lc ca n vo th trng khch sn. Vo nm 2006 v 2007, Priceline tp trung pht trin thm M nhnh kinh doanh cho bn nhng chuyn du lch trn gi v cng ty nhn ra rng s tng trng cu th trng trc tuyn ni a v dch v du lch chm li, v bt u xy dng thng hiu chu u v chu . Nhnh kinh doanh quc t ca n chim khong 62% tng lng t hng nm 2008. Nm 2008, Priceline ct gim 5% n 11% ph t ch trong khi gn nh tt c cc website u thu ph t ch my bay. Nm 2009, nhng web khc nh Expedia, bt u b thu ph phn ng li vic ny, nhng hnh ng ny s c mt nh hng ln ln li nhun bin ca n nhiu hn i vi Priceline v

trong nhiu trng hp, nhng khon ph ny l chim phn ln doanh thu ca h. Priceline tr thnh website t ch my bay gi r m khng b iu ting g. Priceline cng thm nhng c tnh x hi vo Web ca n vi mt Blog tn l Ekspert. Blog ny cung cp cho khch hng nhng gi du lch, nhng mn hi v nhng tin tc du lch chung. Vo thng 2 nm 2009, Bookings.com, cng ty con chu u ca Priceline thc hin mt giao dch phn phi vi tp on khc sn Hilton, cho php Bookings tip cn danh mc cc khch sn trn ton th gii ca Hilton v cho php Hilton tip cn vi 30 triu khch hng thng ca Boookings(y l trung tm t ch du lch ln nht chu u). Priceline cng tip tc nng cao vic phc v khch hng t ch khch sn bng cch cung cp nhng tour khch sn, th im khch hng, bnh lun Zagat, nhiu khch sn hn(75000 khch sn trn ton th gii) v mt c tnh Gi thu ginh chin thng m rng gim s khng r rng v khng chc chn trong m hnh kinh doanh bng cch hin th nhng gi thu khch sn ginh chin thng, gip cho khch hng c th hiu r hn gi th trng cho nhng cho hng Priceline. Ging nh nhiu cng ty sng st qua k nguyn Dot.com, Priceline i theo mt con ng xon n vi li nhun v s bn vng lu di. Tuy nhin, mc d Priceline hin ang thi k m m nhng khng c g m bo mt tng lai ti sng s n. Priceline hin ang phi i mt vi s thu hp trong ton ngnh trn tt c cc loi hnh du lch do ni s khng b, chin tranh, gi nhin liu cao v suy thoi kinh t. Ngoi ra, Priceline phi i mt vi s cnh tranh khc lit, khng ch t nhng trung gian trc tuyn khc nh Expedia, Travelocity, Hotels.com, Hotwire v CheapTickets m cn t vic bn chit khu trc tip ca cc hng hng khng. Priceline ch yu b hn ch vi th trng du lch khi tht bi trong vic m rng m hnh vo nhng khu vc khc. Nhng cng ging nh nhng nh bn l chit khu hot ng tt trong thi k khng hong, Priceline ang c v tr thun li vt qua thi k kh khn v n l mt nh cung cp u ngnh cc dch v khc bit vi gi r.