亚马逊案例分析(英文版)

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1、A:A digital shop around the corner and a digital colossusDid you know:All these companies belong to AmazonDid you know: Amazon is alsoAmazonBasicsAmazon-branded electronic productsAmazonFreshsells and delivers grocerie in SeattleAmazonStudiosonline social movie studioAmazon WarehouseDealsOffers disc

2、ounts on refurbished productsDid you know: Amazon has had one of the fastest growths in the Internets historyDid you know: Amazon web Services drives these companiesDid you know: A is a giantBut, why? HOW DID AMAZON BUILD HIS EMPIRE?HOW DID AMAZON BUILD HIS EMPIRE?Amazons outstanding points“Customer

3、 is god”1Innovation2Logistics3STRENGTHS“Custom is god”1 A powerful background1 Customer-centric innovation2 Data &human driven customer service3STRENGTHS“Custom is god” A powerful backgroundthe high-performance transactions systemsmachine learning and pattern recognitionthe automatic data analysis s

4、ystema wide variety of other techniquesSTRENGTHS“Custom is god” Customer-centric innovation1997： 1-Click Ordering2001：Wheres my stuff2002：Free Super Saver Shipping1995：Customer reviews1997：Recommendations & bundles2001：Look inside the book2003：Search inside the bookSTRENGTHS“Custom is god” Data &hum

5、an driven customer serviceAmazons customer service was ranked #1 in 2009 and 20111996:”If you make customers unhappy on the Internet, they can each tell 6,000 friends”Jeff BezosFix customers problemsIdentify recurring issuesTrack the behavior of merchantsCustomer service is the only human-to-human i

6、nteraction for an e-commerce websiteWHYHOWSTRENGTHSInnovation Expansion1 Technology innovation2 Innovation of Business strategy and profit model3STRENGTHSInnovation ExpansionSTRENGTHSInnovation ExpansionBy introducing two new product categories every year for almost a decade, Amazons market share re

7、presents one third of U.S. e-commerce sales.STRENGTHSInnovation Expansion1. Amazon exported its U.S.model and established subsidiaries to six countries:United KingdomGermanyFranceJapanCanadaChinaItaly19981998200020002002200420102. Each subsidiary subsequently started to reference new categories one

8、after another.STRENGTHSInnovation Technology innovationkindleSTRENGTHSInnovation Technology innovationStore your music, videos, photos, files Rent a hard drive in the cloud5GB free, then $1 per GB per yearEC2 (Elastic Compute Cloud)Rent a virtual computer: from $0.02 per hour S3 (Simple Storage Serv

9、ice)Rent a virtual hard disk: about$0.01 per GB MT (Mechanical Turk)Rent human brains (“artificial intelligence”)STRENGTHSInnovation Innovation of Business strategy and profit model partnership strategy1 Pricing strategy2 Flexible marketing tool3STRENGTHSInnovation Innovation of Business strategy an

10、d profit modelpartnership strategySTRENGTHSInnovation Innovation of Business strategy and profit modelPricing strategyAssuming theres no sales tax and free shipping.Amazon is significantly cheaper than its competitorsAmazon can really push the loss leader tactic to its end.STRENGTHSInnovation Innova

11、tion of Business strategy and profit modelFlexible marketing toolAdvertisement union, Logistics marketing, the experience marketing and brand marketingSTRENGTHSLogisticsAmazons secret weapon!STRENGTHSLogisticsTo improve efficiencyA great extent of reduction on order lead time and inventory cost FedE

12、xUPS Stimulate sale and expand the market shareSave promotional costFull automatic warehousing managementCross-dockingOutsousingFree shippingAny Weakness?WEAKNESSBrand image confusionBOOK SELLER? BOOK SELLER? RETAILER? RETAILER? IT COMPANY?IT COMPANY?ONLINE？WEAKNESSProfit fluctuationsProfit fluctuationsWEAKNESS20032010 Amazons sales and profit trends2009Q42011Q3 Amazons gross profit margin and net interest rates trendsAttention only to long-term projects of investment and ignorance of the short-term benefits.WEAKNESSProfit fluctuationsLogistic costBYE-BYE队长梁文姗PPT制作梁鹤聪热血组员李宇恒李婉颜李绮媚