các mô hình ứng dụng thành công thương mại điện tử

Marketing tivc tiep la hoat dOng thucmg mai dien tir chinh cila Dell, cac nhom khach hang chinh dm Dell g6m có: - Ca nhan sir dung cho gia dinh va van phong - Cac doanh nghiep nho, duoi

Phu luc 1: Cfic mO hinh thtro'ng mai diet' tir thanh ding

teen the gied

DELL - eng dung thwang mai din tir thanh ding trong B2B va B2C Cau hoi:

1 Bai hoc kinh nghiem?

2 Yeu t6 dam bao thanh ding?

3 So sanh vai 1 website ding nganh tai Viet Nam?

I Ca hOi va hiem h9a

Dell Computer Corp &roc Michael Dell thanh lap nam 1985 la cong ty dAu tien cung cAp may tinh ca nhan qua thu Dell to thi'et ke cac may tinh ca than va cho phdp khach hang to cAu hinh va lira ch9n he thong tiry y th6ng qua mo hinh Build-to-Order Mo hinh nay a va dang tao nen thanh cong

dm Dell Computer Den nam 1993, Dell tr & thanh m6t trong nam nha san

xudt may tinh hang au tren the giai, de d9a truc tiep den cac nha san xuAt may tinh ca than khac nhu Compaq, bang mot cuOc chien tranh gia ca Vao thai diem nay, chin tranh gia ca dAy Dell tir thua 18 nay den thua 18 khac Nam 1994, Dell chiu khoan 18 khoang 100 trieu d6 la M C6ng ty nay thuc

su gap phai kh6 khan vao thai diem nay

II Giai 014

Internet &roc thucmg mai hoa vao nam 1990 va web tra nen ph6 bien tir nam 1993 dem lai cho Dell co hOi a ma rOng hoat d6ng kith doanh cfra minh Dell trien khai he thong dat hang truc tuyen (Online-order-taking) va

ma cac chi nhanh tai Chau Au va Chau A Dell bat au chao ban cac san phAm dm minh qua website Dell.com Chinh hoat &Ong nay tao the manh cho Dell trong et* canh tranh vai Compaq, an nam 2000 Dell tr.& thanh cong ty cung cAp PC hang au the giai Vao thai diem do doanh thu dm Dell qua mang dat 50 trieu USD Mgay (khoang 18 ty USD/nam) Hien nay, doanh se kinh doanh qua mang dm Dell.com vao khoang 50 tS, USD/nam d6i veri cac san phArn lien quan den may tinh tir b0 chuyen d6i den may in

Marketing tivc tiep la hoat dOng thucmg mai dien tir chinh cila Dell, cac nhom khach hang chinh dm Dell g6m có:

- Ca nhan sir dung cho gia dinh va van phong

- Cac doanh nghiep nho, duoi 200 nhan vien

- Cac doanh nghiep vira va lom, tren 200 nhan vien

- Cac t6 chirc chinh phu, gido due, y t6

Ca hai nhom khach hang B2B va B2C deu thvc hien cac giao dich qua mang tai dell.com th8ng qua N th6ng catalogue dien tir va xir 1Sr don hang

to dOng

Dell ding trien khai he th6ng dau gia dien tir tai dellauction.com de thu but them khach hang va cling c6 thucmg hieu

Mo hinh tInrcrng mai din tv B2B ciia Dell

Phan lan doanh thu dm Dell tir B2B, trong khi B2C dugc thvc hien qua quy trinh tucmg d6i chuAn boa (Catalogue, giO mua hang, thanh town bang the tin dung ) cac giao dich B2B dugc ho trg nhieu dich vu hcm Dell cung cap cho hon 100.000 khach hang doanh nghiep dich vu ho trg khach hang dac biet (Premier Dell service)

British Airways (BA) sir dung Dell nhu d6i tac chitin lugc Dell cung cap khoang 25.000 may tinh xach tay va d6 ban cho nhan vien dm BA Dell cung cap hai he thong mua sam trvc tuyen cho BA, qua docho phep BA theo doi, mua va kiem tra cac don hang qua website Tai website, BA có the lva chon va cAu hinh may tinh khac nhau sao cho phu hop voi timg b0 phan kinh doanh ciia minh Nhan vien dm BA thong qua N th6ng mang nOi b0 Intranet dugc ket not voi he th6ng dm Dell ding (lucre phdp Iva chon va dat mua may tinh phu hop voi nhu cAu sir dung cua minh

Dell ding sir dung m8 hinh nay khi mua thiet bi, linh kien tir cac nha cung cap cua minh, day la m8 hinh thuong mai dien tir cong tac

ThinIng mai dign tir cong tic

Dell sir dung he th6ng rat nhieu nha cung cap do do nhu cAu lien lac va ph6i hop glib cac d6i tac rat lOn Vi du de phan ph6i san pham, Dell sir

dung dich vu oh FedEx va UPS; Dell ding sir dung dm cac cong ty Logistics a nh4n, luu kho va van chuyen linh kien, thiet bi tir cac nha cung cap khac nhau Dell sir dung lgi the dm cong nghe th8ng tin va web a chia

se thong tin gifra cac d6i tac nham giam thieu hang hoa luu kho

Cac no luc tich hgp (B2Bi) dm Dell bat dAu tir nam 2000, khi do Dell sir dung PowerEdge servers dua teen ki'en trim dm Intel va he th6ng giai phap phAn mem webMethods B2B tich hgp de ket n6i cac he th6ng quan tri ngu6n luc doanh nghiep cua khach hang va he th6ng mua hang true tuyen

dm Dell vai cac d6i tac san xuat va thucmg mai Dell da xay dung dugc he th6ng th6ng tin vai 15.000 nha cung cap dich vu tren khap the giai

Dich vu khfich hang MO tir (e - Customer Service)

Dell sir dung rat nhieu cong cu va phucmg tien dien tir nham cung cap dich vu khach hang tot nhat De trien khai tot nhat hoat dOng quan tri quan

he khach hang (CRM-Customer Relationship Management), Dell cung cap dich vu hO trg truc tuyen qua mang 24h/7 ngay ding nhu dich vu quay s6 trkrc tiep cho cac chuyen gia hO trg ky thu4t Cac dich vu hO trg da dang tir xir ly su co, huang can sir dung, nang cap, downloads, tin tire, cong nghe moi FAQs, thong tin tinh trong thuc hien don hang, "My Account", dien dan de trao d6i thOng tin, cong nghe va kinh nghiem, ban tin va cac hoat

&Ong tucmg tac gift khach hang va khach hang khac Sir dung cac phArt mem xirlS, du lieu, Dell có the phan tich va tim hieu dirge nhieu van de lien quan den nhu cAu va hanh vi cua khach hang tir do co ke hoach va giai phap phuc vu tot hon

Thiromg mai MO tir trong nOi bq doanh nghib (Intrabusiness EC)

nang cao kha nang san xuat theo don hang (build-to-order), nang cao dO chinh xac dm du doan nhu cAu va hieu qua trong du frit de san xuat, giam thoi gian tir khi dat hang den khi giao hang (order-to-delivery), nang cao dich vu khach hang Dell hgp tac vai Accenture de xay dung he th6ng quan tri chuOi cung cap Hien nay he th6ng nay dugc sir dung tai tat ca cac nha may dm Dell tren khap the gi6i cho pile') Dell cc') the thich nghi vai moi truong kinh doanh va cong nghe bin d6i nhanh d6ng then duy tri dugc hieu qua hoat dOng cao nhat

Dell cling da to dOng hoa viec lap ke hoach san xud't, du down nhu cdu, quan tri kho qua sir dung cong nghe thong tin va mo hinh chuOi cung umg dien tir

Ket qua

Dell da trot thanh mgt trong 5 cong ty &roc danh gia cao nhAt ciia tap chi Fortune tir nam 1999 Dell da xay dung han 100 website cho timg thi truamg qu6c gia khac nhau va duy tri lqi nhudn a mirc khoang 3 tS , do la My/nam 10 nghin do la my dau to vao c6 phieu dm Dell nam 1987 den nay deu da có gia hang trieu USD Dell ding la nha tai trq chinh cho hoat dOng nghien eau ve thuang mai dien tir tai Dai h9c Texas nam tai Austin nai Dell dat till so chinh Dell ding tich cuc tham gia hang boat cac chuang trinh tir thien va cac chuang trinh ho tra dao tao tin h9c, giam khoang cach s6 cho cac yang ding thon

Wit so bai h9c

Dell da xay dung mot ma hinh thircmg mai dien tir dien hinh Bat dAu bang mo hinh marketing true tiep d6i vbi may tinh ca nhan, sau do bat dAu kinh doanh qua mang Tier) den Dell ap dung mo hinh build-to-order (BTO) yeti quy ma lon, cho phdp khach hang lira ch9n san phAm theo nhu eau Dell thu dirge 19i nhuan nha giam trung gian va giam lugng hang ltru kho De dap img nhu cdu l&n, Dell ap dung mo hinh thin 3 la mua sam trirc tuyen nham nang cao hieu qua mua nguyen lieu, thiet bi ddu vao (SCM), ph6i hop vai cac d6i tac va nang cao hieu qua hoat dOng ben trong doanh nghiep (B2Bi) Tiep den Dell ap dung mo hinh e-CRM de duy tri quan he tot khach hang M6 hinh kinh doanh cila Dell da troy thanh dien hinh va ducc nhieu nha san xudt khac ap dung, dac biet la cac nha san xudt 0 to

AMAZON.COM : Vua ban le tren mgng

Cau

1 Bai hoc kinh nghitm?

2 Ytu t6 dam bao thanh ding?

3 So sanh vai 1 website ding nganh tai Vitt Nam?

I Co' hOi

Jeff Bazos, ngtroi nhin thay co hOi ban hang qua Internet va da lua chgn &roc san pham phit hgp that dt ban qua mang Qua cac nam, san pham dugc lien tic mop rOng tir sach dtn cac san pham khac, nang cao dich

vi khach hang, b6 sung cac dich va cac doi tac chitin lugc Amazon.com phat then tu cua hang sach lcm nhat the Dot thanh cua hang ion nhat the giai Amazon.com da nhan thay tam quan trong cua vitc t6 chirc thut hitn dcm hang va kho van Dau tu hang tritu USD vao xay dung he thtng kho hang dugc thitt kt phu hgp vai vitc giao hang trong btru kin nho dtn hang tram nghin khach hang Thir thach Lan nhat cua amazon.com van la lam tht nao de tip tic thanh cong trong khi hang loat cong ty khac da that bai, lam sao thu dugc va duy tri lgi nhuan sau khi da dau tu mot khoan von rat Lan vao mo hinh kinh doanh nay

II Ging ngh0 cua Amazon.com

Ben canh cua hang truc tuytn, amazon.com da mop rOng hoat dOng ra rat nhitu huong khac nhau nhu: cua hang chuyen dung nhu cua hang ky thuat, cit) chm Amazon.com ding ma rOng dich vu bien tap trong nhitu linh vx.rc khac nhau th6ng qua mang hied cac chuyen gia trong nhitu linh vuc Amazon.com con ma rOng danh muc san pham them hang tritu dau sach da

qua sir dung va kh6ng con xuat ban nira Ngoai ra Amazon.com ma rOng sang cac san pham ngoai sach ban, nhu lien lc& voi Sony Corp Nam 2002

d ban cac san pham dm Sony online Dac ditm not bat cua cua hang true tuytn Amazon.com la a tim ki6m, de xem va at hang; nhitu thong tin ye san pham, nhitu bai Binh luan, danh gia, nhitu gioi thitu, ggi y hop 15, va

chuyen nghiep; danh mug san phAm rOng, phong phu, gia thap horn cac cua hang truyen thing; he thing thanh toan an toan va thug hien dan hang chuyen nghiep

Amazon.com lien tug b6 sung cac tinh nang khien qua trinh mua sam teen mang hap dan han dii yeti khach hang Mug "Gift Ideas" dua ra cac tuerng v'e qua tang mai me, hap clan theo tong thai diem trong nam Mug

"Community" cung cap th8ng tin ye san pham va nhang y kien chia se dm khach hang vori nhau Mug "E-card" cho phep khach hang chgn lua va giri nhimg buu thiep dien tir mien phi cho doanh nghiep be, ngueli than dm minh Amazon.com da va dang lien tic b6 sung them nhimg dich vu hap clan nhu tren cho khach hang cua minh

Amazon.com ding da ma rOng sang dich vu ho trg doanh nghiep nhu san giao dich va dau gia dien dr Amazon Auctions cho phep cac ca nhan va doanh nghiep nho tham gia dau gia trIrc tuyen tren khap the giai Dich vu zShops cho cac doanh nghiep thue gian hang tren Amazon.com vai mirc phi hqp 1St hang thang, cho phdp cac doanh nghiep nhe hien dien teen mpg va c6 the sir dung N thing thug hien dan hang hang dau cua Amazon.com Khach hang co the mua sam teen Amazon.com tir PCs, cell phones, PDAs, Pocket PCs va dich vu dien thoai 121 dm AT&T

He thing CRM cita Amazon.com hoat dOng hieu qua thong qua cac hoat dOng marketing ca biet tai timg khach hang Tir nam 2002, khi khach hang vao trang web ciia Amazon tir Lan thin 2 tra di, mot file cookie dugc sir dung de xac dinh khach hang va hien till dong chao hoi "Welcome back, Tommy", va dua ra nhang ggi y mua sam dua ten cac hoat &Ong mua sam tnrac do dm khach hang Amazon gang phan tich qua trinh mua sam cua cac khach hang thuemg xuyen va giri nhimg email ggi y ve cac san pham mgi cho khach hang Amazon.com da tien hanh thing key kien, danh gia cua khach hang d6i vai san pham va cho phep khach hang dua ra cac ltra chgn chinh xac va nang cao long tin dm khach hang trong qua trinh mua sam tai Amazon.con han han so yeti mua sam truyen thing Tat ca nhirng no

km nay dm Amazon.com nham tao cho khach hang sv thoai mai va yen tam han khi mua hang ding tiled khuyen khich khach hang quay lai mua sam

tiEp BEn canh cOng cu tim kiEm dugc xay dung tinh to va hieu qua, amazon.com con co he thong kho hang khang la gifip dem lai nang luc canh tranh han han so vai cac d6i thu canh tranh

Tu nam 1997, Amazon.com triEn khai hoat dOng lien k'Et vai cac ding

ty khac DEn nam 2002 Amazon.com da co han 500.000 dai tac hop tac gi6i thieu khach hang cho Amazon.com vai muc hoa hang 3-5% ten cac giao dich dugc thisc hien Tir nam 2000, Amazon.com ding triEn khai hoat d'Ong hgp tac vai nhiEu clai tac khac nhu Carsdirect.com , Health and Beauty; Drugstore.com va Toys"R"Us Amazon.com cling 14 hop clang vai tap doan Borders Group Inc., cho phep khach hang mua hang teen amazon.com dEn lay hang tai cac cfra hang dm Borders Ngugc lai, Amazon.com ding tra thanh dra hang tren web ciia cac tap doan ban le toan cau nhu Target va Circuit City Amazon cling c6 trang ding cu tim kiern cua rieng minh tai dia chi a9.com

Theo nghien cfru dia Retail Forward, Amazon.com dugc xEp hang so 1

vt ban le teen mang Doanh thu nam 2003 dat 5.3 ty USD, nam 2005 dat gan

7 tS, USD, chitin lchoang 25 doanh so ban le qua mang Theo danh gia tinh hinh hoat Ong dia Amazon.com hien dang co xu htrorng tot vai chi phi dang giam dan va lgi nhuan dang tang dan

Hien nay, Amazon.com dang co danh muc san pharn vai 17 trieu dAu sach, nhac va DVD/video va khoang 20 trieu khach hang, Amazon.com ding c6 danh !nue 1 trieu sach tiEng Nhat

Q1.4 1 nam 2001, Amazon tuyen 1)6 Ian dau tien co lai Nam 2003, tang lai thuan dat 35 trieu do la my Day c6 1e la thanh ding ban dAti va ding la thir thach lam nil& hien nay dia Amazon.com ding nhtr cac ding ty ban le qua mpg khac

P& G: Quang cao tryr tuyin

Cau holt:

1 Bai hoc kinh nghiem?

2 So sanh veri 1 website ding nganh tai Viet Nam?

3 Tai sao quang cao tnrc tuyen ngay cang hieu qua horn cac hinh thirc quang cao truyen thong?

4 P&G da sir dung cac hinh thirc nghien ciru thi truong nhu the nao?

I Vain de

Thi tru6ng hang tieu dang yen c6 tinh town cau va canh tranh khec kiet Cac cong ty kheng 16 nhu: Procter & Gamble, Colgate Pamolive, Unilever, Nettle, va Coca Cola deu dang c6 gang canh tranh voi hang tram san pham

to kern danh rang, to giay den c/6 ueng De ton tai nhimg cong ty nay phai lien tic nghien ciru thi tut/11g, phat trien cac san pham mei va quang cao lien Arc Nghien ciru thi tnr6ng va quang cao trong moi tnamg canh tranh ngay cang khec tiet c6 the chiem ten 20% doanh se, tir do lam giam lqi

nhuan horn nun nhUng that bai trong quang cao con lam giam doanh thu va danh mat thi phan tham chi pha san Dieu nay cho thay chitin luqc quang cao hieu qua bao gem ca quang cao tnrc tuyen (web Ads) la het sirc can thiet Doi voi cac cong ty trong nganh cong nghe tieu dung P&G la cong ty san xuat hang dOng g6i lan nhat a my, voi horn 300 nhan hieu va doanh se ban hang nam han 55 tS, USD P&G dau to va quang cao nhieu han bat k5/ cong ty nao khac, khoang 5 tS, $ mOt nam V'a'n de 6 P&G la lam the nao sir ding tot nhat ngfin sach quang cao de dat ducfc cac mic tieu de ra

II Giai phip:

P&G bat du sir ding quang cao trkrc tuyen tren Internet cu6i 'thong nam 1990 Teen cac cong thong tin 16n (sir ding Popup cho cac nhan hieu nhu Scope & Tide) va tren website cua rieng minh Vao nam 2000 cong ty

co 72 website dang hoat dOng Thong thuong mOi site cho mOt san pham chinh (pampers.com, tide.com va crest.com)

MOt se website cho cac thi tnrtmg not chung nhu beinggirl.com , cho phdp cac khach hang thieu nien co the tim cau tra 16i cho nhang ban khan

cua minh; pantene.com cho cac khach hang tao cac mau toe rieng va duqc

tu van ve tOc; reflect.com cho cac khach hang hm chQn d6 my pham Den nay, P&G la ding ty ban le di dau trong then khai cac du an tren web chir yeu tap trung vao nghiem ciru thi tnremg va quang cao tivc tuyen

Myc tieu chinh dm P&G la xfiy dung xung quanh moi san pham chinh mot cong dong ngued sir dung tren web Thong qua vie'c xay dr,mg va duy tri website cong ty huang tai cac mix dich sau:

- Phat tritn su nhfin biet ved cac nhfin hieu va xfiy dung uy tin cho nhimg nhfin hieu chinh; thu thip thong tin \ft khach hang; giam chi phi quang cao; tien hanh quang cao den tong khach hang Ban hang trirc tuyen

va ca biet h6a san pham theo tong yeu eau cua khach hang nhu reflect.com

- Cac dac ditm khac cua chi& lucyc quang cao tivc tuyen bao Xfiy dung dOi tac Marketing chien ltrac nhu eVillage.com , dau tu vao cac cong ty med co titm nfing nhu Plumtree Software va tham gia vao cac san giao dich dien tir B2B cong vol cac ding ty khac nhu Unilever, Coca Cola, Hershey Foot, cong ty tin tuang rang cac chi& luqc thuang mai dien tir se dem lai vi tri dan dau ve thucmg mai dien tir tren thi truong Tuy nhien, P&G ding nhfin thay kha nfing chi thanh cong trong viec quang ba cac nhfin hieu

147 do chinh khien P&G tung ra cac website nhu tide.com, beingme.com la de thu thip gill lieu khach hang Nhimg th8ng tin nay giup cong ty ditu chinh chien lucyc marketing va quang cao hieu qua va chinh xac hon Cu tht nhu:

- Beingme.com cho phdp khach hang tra led cac cfiu hoi ditu tra tir d6 giai thieu san pham phir hop nhat vol nhu cau cim ho

- Reflect.com chao ban nhong san pham dua tren cac se, thich cua khach hang

- Physique.com cung cap cac kitu toe cho ham 600 nghin khach hang

III Ket qui:

P&G dang tr6 thanh cong ty hang Mu vt hang tieu dimg tren mang vi ho san sang thu tat ca cac chi& luqc thuong mai dien tir Thanh cong cira P&G trong (mg dung throng mai dien tir giup cling ty hoat &Ong tot trong th6i ky kinh to suy thoai 2000-2003 Bang chirng la co phieu tang 50% trong khi gia c6 phieu trong binh tai san giao dich chimg Ichoan New York giam 30%

COVISINT: San Giao dich din ht trong nganh o to

Cau hoi

1 BAi hoc kinh nghiem tir viec dau gia cac thiet bi san xuat 8 to?

2 M8 to quy trinh mua sAm qua dAu thAu truc tuyen?

3 Mo to quy trinh hoat dOng cua Covisint hien nay?

COVISINT

Tren the giai hien nay c6 khong nhieu cac nhA san xuat o to khac nhau, tuy nhien ho mua linh kien, nguyen lieu va cac b0 phan tir hang nghin cac nhA cung cap, nhang nha cung cap nay tiep tuc mua linh kien tir hang nghin cac nhA cung cap khac Truac day qua trinh mua sam thueyng cham, ton kern

va khong hieu quA

Vao ngay 25/2/2000, General Motor, Ford Motor va DaimlerClysler khai trucmg san mua sam dien tir B2B voi ten g9i Covisint Muc tieu cua san giao dich nay nham giam cac khau khong can thiet trong qua trinh mua sam thong qua tich hqp va ph6i hqp gala cac nha cung cap nham giam chi phi tang mirc dO thuan tien va nang cao hieu quA trong town b0 ngAnh o to Ten gqi Covisint la su ket hqp nhiing nguyen tic dugc sir dung khi thanh lap san giao dich nay: CO c6 nghia lien ket, phi hqp, giao tiep; VIS c6 nghia tnrc quan va cling c6 nghia IA tam nhin va tuang lai cua quan 15, he thong cung cap; INT co nghia lA giai phap tich hop, cling c6 nghia la pham vi giao dich tren khap qu6c te

Muc dich cita san giao dich nay nham ket n6i nguii mua va nguai ban trong nganh o to thanh mot mang luai duy nhat Su minh bach ve thong tin lam tang tOc dO ra quyet dinh va cho phep khA nang giao dich duqc thuc hien m9i not m9i bk ThOng qua web he th6ng nay cho phep nguai san xuat lAp ke hoach va cap nhat lien tpc va thong bao nhimg thay d6i cho toin b0 thanh vien cua chuOi cung img, ket quA lA can it hang luu kho hom, tang kha nang dap irng nhu cau tnrac nhang thay gi tren thi tnr6ng nhanh hon Teen thuc to cac nhA san xuat o to sir dkuig mang luoi hang tram chuOi cung (mg khac nhau Do dO, he th6ng thong tin h.& nen vo ding phirc tap vi

cac thanh vien trong chu6i cung img ding cung cAp cho nhieu nha san xuAt khac nhau Su phirc tap nay lam giam hieu qua trong qua trinh giao dich va

rat kho khan a nha cung cAp rap ket hoach san xuAt theo nhu cAu cua cac nha san xuAt o to

Covisint thay d6i co ban he th6ng thong tin trong nganh o to Thay vi

mo hinh Kim to thap vai nhUng nha san xuAt o to a tren Binh, Covisint sir dung mo hinh "vo lang" vai cac nha san xuAt nam a trung tam va cac nha cung cAp nam a cac yang tr6n ben ngoai Nam 2004 c8 19 nha san xuAt o to Warn a trung tam cua Covisint

MOt trong nhimg muc tieu chinh cua san giao dich la thiet ke san phAm Covisint cung cAp cho nhitng nha san xuAt nhtmg phat kien lan nhk trong nganh 6 to Kha pang tich hop va phi hop trong town b0 chuOi cung frng de

116 tro va phat trien san phArn d6ng thai de trien khai san xuk Hien nay Covisint thu hilt 30.000 nha cung cAp

Do quy mo km, qua trinh trien khai tuong doi cham, tuy nhien theo bao coo than 5 nam 2001 Daimler Clysler sir dung Covisint thanh ding trong dAu thAu mua linh kien o to vai tri gia 3 tS, do la My chi trong b6n ngay D'au nam 2004 Computerware Corp mua lai Covisint va mac du c8 mot

s6 kho khan ve tai chinh ding ty nay van phuc vu 20.000 thanh vien tai 96 mac

ASITE: San giao dich din tir trong nganh xay d(rng

Cau hai:

1 Xac dinh cac yeu t6 dam bao thanh ding dm mo hinh nay?

2 So sanh Webcor va Asite?

3 Truy cAp Asite NIA mo to nhitng san phAm, dich vu mai nhAt?

4 Ngutm thu dm Asite tir dau?

5 Mo td cac cong cu du that', mua sam va quail l)",?

ASITE

Asite la mot san giao dich thuong mai din tir B2B trong nganh xay dung tai vmmg qu6c Anh, thanh cong dm website bAt ngulin tir hoat dOng mua sim va quan 1$, du an xay dung DAc diem dm nganh xay d‘mg IA có su phan tan, khoang cach ye mat vat lST va truyen thong gala cac thanh vien dm chuOi cung img (nha thAu, nhA thu phu, kien trilc su, nha cung cAp nguyen lieu ) day IA nguyen nh'an chinh lam giam hi'eu qua hoat dOng xay dung Asite.com duqc thanh lAp thong 2 nam 2000 bad mot nhOm nhung cong

ty hang d'Au trong nganh xay dung Mo hinh kinh doanh dua tren hai lqi the cira Internet: kha nang thong tin nhanh hon, hieu qua hart va nAng Luc xir IS, th8ng tin qua Internet Hoat dOng vai vai to IA mot cong thong tin va cung cAp dich vu, cong nghe cho cac d6i tac Asite nhanh chong phat trien thAnh mOt cong thong tin lan nhAt trong nganh xay dimg

Asite thu hilt dOi ngii nhan vien tir tat ca cac d6i tac de xay dung mOt co s6 dir lieu ve kien thirc va kinh nghiem cho tat ca cac ben tham gia cong tham khao Tiep do cong ty dAt muc tieu tra thanh cong giao dich din tir lan nhAt Chau Au trong nganh xay dung

Ve co se:, ha tang, Asite quyet dinh khong to minh xay dung ma thay vao do thiet 14p quan N d6i tac vai nht`mg nha cung cAp co san phAm chuyen biet cao Cong ty thiet l'Ap quan he d6i tac vai Commerce One - cung cAp giai phap C6ng thuong mai din tir, Microsoft - cung cAp ha tAng cong nghe va cac img dung nong cot, Attenda - thiet k'e va quan lSr N thOng co se,

ha tAng 4 mang

Asite xay dl.mg 7 san giao dich trong Citing thtrcmg mai dien tir dm minh nham plwc vu nhu eau dm tAt ca cac d6i tac trong nganh xay ch mg Bao g6m: Building Owner, Developer, Trade Contracter, General Contracter, Engineer, Architect, Material Supplier Thuc hien tAt ca cac ding viec tir thiet Ice den mua sam va phan ph6i Quy trinh kinh doanh bat dau tir viec phan tich cac van de ma cac dOi tac gap phai nhu mua sam khong hieu qua, th8ng tin khong day N

Asite cam ket xay dung he thong d6i tac th6ng qua giao dich tucmg tac tren cac san giao dich Giai pita') thuong mai dien tir dm Asite cho phep ket not vao san giao dich a dang va thuan tien th6ng qua Internet, dap ring nhu cau dm tAt ca cac ding ty tir lan den nho

Viec ket hcfp gala cac cong ty hang dau trong nganh xay dung, kinh nghiem quan Ijc ca so ha tang cong nghe thong tin hang dau, giai phap cong nghe thong tin hang dau cho phep Asite xay dung mot san giao dich lien ket town b0 cac cong ty trong nganh xay dung

GTN (Global Transportation Network): Meng van tai loan dm

Cau heft:

1 Xac dinh cac yeu t6 thanh cong cua GTN?

2 DOng luc thu but cac thanh vien tham gia la gi?

3 Cac bien phap nang cao chat lugng dich vu khach hang?

GTN - eng dung thwang m3i din tir vao van tai du?rng Wen

Ben canh nhising thanh cong cua cac san giao dich ve nguyen lieu va san pham nhu ChemConnect va Covisint, mOt s6 san giao dich trong rinh vuc dich vu ding dugc xay dung va phat trien nhanh chOng MOt trong nhimg cong giao dich dien tir ve van tai dikrng bien dugc biet den Wri ten goi GTN mang van tai toan cau

GTN dugc thanh lap nam 2001 voi su tham gia dm 13 hang van tai du&ng bien chiem fling s6 tren 40 % kha nang van tai tren khap the giai va mOt cong ty phAn mem GTNESUS chuyen ve cac phAn mem trong Logistic toan cau va chuOi cung ung Muc dich cua san giao dich la phuc vu nganh van tai duang bien cu the bao g6m cac cong ty chuyen char, ngu8i giri hang, cac nha cung cap dich vu (Ngan hang, dai 1S, bao hiem, cong ty giao nhan va cong ty Logistic) Sir menh cfia san giao dich la thay d6i ve ca ban quy trinh van chuyen hang tren pham vi toan cau thong qua sir dung Internet de cung cap cac dich vu an toan va thuan tin cho khach hang va nguari chuyen chef

De xay dung cong giao dich nay ban quan1S, da phi hgp yeti cac khach hang de xac dinh cac nhu cau va giai phap dap frng nhung nhu cau day Cac giai phap B2B thuong tap trung vao mOt hoac mOt s6 nhirng module có kha nang dap img mOt hoac mOt so nhu cau nhat dinh rat kho phii hap voi nhu cau van tai do dO can xay dung mOt san giao dich mai San nay phai dap

img dugc nhimg giao dich ca ban nhu thue tau, bao gia, thanh toan, kiem tra hang, thikmg luting ve cikrc phi, quan IS/ container va lap lich van tai GTN cung cap he th6ng booking tieu chuan hoa, 4 thong xir 15, chung tir va he

th6ng theo dOi hang boa dtmg thai cung cap dich vu hO frg khach hang tot hcm va hieu qua ham

Ben canh do san giao dich dien tir GTN cling cung cap kha nang cac Wet hoa cho pile!) cac khach hang va ngued chuyen cha to thay d6i cac thong tin theo nhu cau bao gem quan 1S, mac phi, du bao nhu cat' va phan

be nguem ltrc

Loi ich cua he thong nay dei v6i nganh van tai duomg bien bao gem:

- Tang hieu qua va giam chi phi Nghien ciru nam 2002 dm Accenture ix& tinh chi phi tiet kiem tir he thong nay dat 5 — 10 % Ben canh do GTN giup cac ding ty chuyen ch & giam chi phi dau to vao cong nghe thong tin de xay dung he thong rieng caa ho

- lieu churn hOa va a sir dung GTN to deng hOa nhOng giao dich Co ban va tao dieu kien thuan lien hcm cho cac khach hang khi giao dich vbi nhieu nha cung cap tren met san co tieu churn chung

- An town va bao mat GTN cung cap met moi tilting an town va bao mat cho khach hang va nguari chuyen cher khi lien hanh giao dich qua Internet

Nganh van tai throng bien ngay cang tra nen canh tranh hcm va doi hoi phai co str plied hop a giam chi phi giira cac hang van chuyen He dieing

dm GIN gulp tang cutmg phei hop gitra cac hang chuyen chef chia se he th6ng thong tin thong qua chu'an ma, tang cuOng giao dich thong qua Web Ung dung cong nghe thOng tin hieu qua la yeti t6 guy& dinh den thanh cong cua GTN Ca so dir lieu dtrgc churn h6a phu hop vgi he th6ng cua tat

ca nheng nguOi sir dung

Cac quy trinh giao dich ding tieu churn hOa cho 010 ngtr6i chuyen chef giai thieu dich vu den khach hang a dang va thuan lien Khach hang co the tra ciru thong tin tren toan bo he then va booking met cach thuan tien

He thong con cho phdp cac ben tham gia tien hanh cac giao dich &au that' truc tuyen Thank cong dm GIN ducfc tap chi InforWorld danh gia la met trong ba du an thanh ding nhat nam 2002

CHEMCONNECT: San giao dich nguyen 1igu trong nganh hda chat

Can hoi:

1 Bai hoc kinh nghiem?

2 Ytu t6 dam bao thanh cong?

3 So sanh vori 1 website ding nganh tai Viet Nam?

1 Van de:

Viec mua ban nguyen lieu va ban thanh pham hoa chit, nhua va cac nguyen lieu lien quan dugc hang nghin cong ty tren khap the gioi thuc hien hang ngay Tnrac khi c6 internet, qua trinh giao dich nay dien ra vai t6c do

cham, phan tan, kern hieu qua va chi phi cao Hau qua dm qua trinh nay la ngtrai mua phai tra gia cao, ngtdri ban chiu chi phi cao va can nhieu trung gian de t6 chirc quy trinh mua sam

2 Giii phap:

Ngay nay ngtrai mua va ngueri ban cac san pham haa chat NIA nhua co the gap nhau truc tuyen thOng qua nhimg san giao dich dien tir, dien hinh la Chemconnect.com Cac cong ty hang (tau the giai trong nganh cong nghiep Floa chit, nhu Bristish Pertroleum, Dow Chemical, BASF, Hyundai, Sumitomo, va rat nhieu ding ty khac cid va clang thuc hien giao dich dien tin thong qua ChemConnect hang ngay Nhang ding ty nay c6 the tiet kiem chi phi, giam tiled gian giao dich, tim dugc cac thi tnrang mai va cac cl6i tac kinh doanh mai tren khap the giai Day la nhitng nguai dau tien tham gia thi tnrang dien tir B2B trong nganh cong nghiep hoa chat

ChemConnect cung cap san giao dich dien tir va cong thong tin cho han

9000 thanh vien a ten 135 mac Thanh vien cita ChemConnect gem cac nha san xuat, khach hang, nha phan ph6i, cac trung gian trong nganh cong nghiep hoa chit

ChemConnect cung cap cho cac thanh vien nfOt trung tam giao dich vai

3 hoat Ong chinh:

- Trung tam giao dich cho nguai mua Tai trung tam nay ngu?yi mua c6 the tim nguai ban veil khip the giai Ngtrai mua c6 the dang cac yeu cAu chao hang, cac thu mai diu thAu, thuang luting, dam plan

- Trung tam giao dich cho nguai ban Tai day nguai ban co the chao ban cac san phim cho cac khach hang tiem rang tham gia diu thu vOi hang nghin san phim dugc diu thAu thuang xuyen

- San giao dich hang hoa ket not cac san giao dich dien tir teen lc* the

gioi ve mat hang hoa chit nhua va cac mat hang lien quan Cac thanh vien c6 the giao dich tai M91 tiled diem de tra ciru cac thong tin cap nhat nhit tren the giai Cac nha kink doanh co the chao mua, chao ban nhanh chOng, bi mat, an toan trong su6t qua trinh giao dich Cac thanh vien cua

ChemConnect co the sir dung trung tam giao dich de nang cao hieu qua mua

va ban thong qua dich vu to deng h6a chao mua chao ban Trung tam nay cho phep cac thanh vien dam plan hieu qua han vai the d6i tac hien tai cling nhu tim kiem d6i tac mai de tham gia cac giao dich mua ban Vai ten

9000 cong ty thanh vien, Chemconnect la met dia diem rat hieu qua de co the tim dugc intic gia tot nhit va nhirng dieu kien giao dich thuan tien tren the giai Ben canh do, cac thanh vien co the truy cap ca sa cut lieu voi han 63.000 san phim hoa chit va nhkra

ChemConnect IA met trung gian dec lap, co nhang quy tic huang clan

cu the dam bao six cong bing trong cac giao dich thuang mai Tit ca nhang quy dinh phap ly, quy dinh ve thanh town, quy tic giao dich va nhting huang

an lien quan dugc th6ng bao dAy du va chi Wet M6 hinh doanh thu g6m phi giao dich hang nam cua cac thanh vien, phi dang ky diu thAu va diu gia Cac thanh vien chi tra phi cho cac giao dich da dugc thkrc hien thanh cong

Ca 3 dich vu teen deu dugc cung cap trixc tuyen thong qua Bloombeg.com,

va dugc chuyen sang 30 thir tieng lchac nhau Cac d6i tac cling cung cap rat nhieu dich vti h6 trg Citigroups va ChemConnect ding ph6i hop cung cap met s6 dich vu cho cac thanh vien ChemConnect ding cung cap he th6ng thong tin de ket n6i yen cac thanh vien va quan 157 met mang luoi khoang 10.000 cong ty

3 Ket qua:

Lgi ich tong the ma ChemConnect dem lai cho cac thanh vien la kinh doanh hieu qua Ilan, cac giao dich vOi chi phi thap hail, qua trinh dam phan giao dich nhanh chong hen

Cling mot qua trinh mua sam dL thau truyen thong co the mat mOt vai tuan them chi Vai thong Thong qua san giao dich dien tir, mot ding ty clat mua 100 tan Axit phan ph6i den Urugoay vori gig ban Mu 1.1$/kg, dugc giam xuOng 0.95$ qua 6 chao thau lien tiep chi trong yang 30 giay Ben canh do ngutri ban ding tim dugc nhieu nguai mua hen de tieu thy hang him

du thira

ChemConnect tip tuc phat tri'en, ma rOng mpg luori thanh vien va tang s6 lugng giao dich hang nam Cong ty bat Mu co lgi nhuan nam 2004 MOt trong nhung yeu to thanh cong la do 40 ding ty hOa chat hang du the gioi nam gill 1/3 c6 phieu ding ty YL t6 thir 2 clan den thanh ding la cac doanh nghiep trong nganh sir dung san giao dich nay thutrng xuyen Yeu t6 thir 3 la cac thong tin thi tnrong dm ChemConnect dugc cung cap trirc tip qua Bloombeg - kenh thOng tin tai chinh hang Mu the gioi

CISCO: Mo hinh elearning thanh cong

Cau

1 Bai hgc kinh nghiem?

2 Yeu to dam bAo thAnh ding?

3 So sanh von 1 website ding nganh tai Viet Nam?

1 Viin de

Cisco System IA met trong se nhimg cong ty cong nghe cao phat trien

nhanh nhat the OM, chuyen ve cung cap cac thiet bi mang He thong san pham dm Cisco lien tuc dugc phat trien va nang cap do do doi hoi lien tuc dao tao va tap huan nhan vien de sir dung va tieu thy nhimg san pham nay Cisco nhan thay nhan vien, doi tac kinh doanh, sinh vien trong ngAnh cong nghe thong tin deu có nhu eau dugc dAo tao lien tuc Phong hoc truyen thong khong the dap img dugc nhu eau dao tao ngAy cang tang Trong met nam, Cisco da to chirc 6 den 10 lan khoa tap huan tai nhieu dia diem nhung van kh8ng dap img dugc s6 lugng sinh vien ngay cang tang cong von fee dO tang truong nhanh cua cong nghe thOng tin lam cho viec dAo tao vira ten kern vira khong hieu qua

2 Giii phap

Cisco tin rang Elearning lA met giai phap cach mang de dAo tao dei ngil lao deng va cac doi tac nhcmg kien thirc va ky nang can thi'e't nham bin str thay del ve cong nghe troy thanh 19i the ciia cong ty Vi vay Cisco trien khai cac chuang trinh Elearning cho phep sinh vien nghien ciru cac phan mem phan cuing va cac quy trinh sir dung man Theo quan diem dm Cisco khi MQi

nguiyi tham gia vao h9c truc tuyen ho se nhan thirc dugc day lA cach nhanh nhat, thuan tien nhat a lay dugc thong tin ma hoc can

De trien khai Elearning, Cisco da thAnh lap ra met Itrc lugng Delta Force do chinh Tong giam dec dieu hAnh John Chamber, phong IT va nhom giAi phap hoc qua Internet Nhiem vu dau tien cua DF IA xay dung hai cong

Elearning, C6ng thir nhAt danh cho 40 cong ty doi tac va ban san pham cua Cisco, cong thir hai danh cho 4000 ky su he th6ng nham cung cap dich vu sau ban hang

De khuyen khich nhan vien sir dung he th6ng Elearning, Cisco da ap dung cac bien phap sau:

- Coi Elearning la met phan bat buOc cua nhan vien

- Xay dung he thong Elearning yid cac cong cu truy cap qua Internet de dang

- Giam su phirc tap, tang su him ich thong qua cac bai Test giiip nhan vien tang cudmg kien thirc va ky nang nhieu han la danh gia trinh d6 hien tai

- Giup m9i nhan vien vugt qua duac bai Test can thiet thong qua cac bai luyen thi, tai lieu twang dart va thi thir

- Tao dieu kien cho ngtroi quan 15, theo d6i, quail 15, tien des hoc tap dia nhan vien, danh gia skr thay d6i ve kha nang va ket qua cong viec

- Dua ra nhitng phan thuang cu the nhu c6 phieu, than chfic, tien thudmg cho nht-mg nhan vien tham gia Elearning va dat duqc nhimg chimg chi theo quy dinh

- Coi Elearning la met thuerc do chitin lucre tir ten xwing dual cho tat

Ca cac lanh dao dm Cisco

DM vai cac nhan vien, d6i tac va khach hang dm Cisco to chirc trung tam Elearning Center For Excellence Trung tarn nay to chirc dao tao tai ca

sa dm Cisco ding nhu ca so dm khach hang thong qua Internet

Cisco cung cap hang boat chuang trinh dao tao thong qua Elearning Nam 2001 Cisco chuyen doi met chuang trinh dao tao ben ngay nreri có giang vien htrang clan (ILT Instructor Led Traning) ve he thOng thong tin lien to chirc ciia Cisco thanh /nest chuang trinh dao tao tr%rc tuyen Muc tieu dia chuang trinh nham dao tao cac ky su he th6ng, plurcrng phap ban hang, cal dat cau hinh va van hanh nhang cong nghe chu chOt dia Cisco

3 Ket qua

Chi rieng vOi khoa dao tao IOS, Cisco da thang ke duqc ROI nhu sau:

- Chi phi 12.400 USD de xay dung nai dung chucmg trinh

- KhOa h9c tiet kiem cho moi ky su he thang mat ngay lam viec, 20 % chi phi di lai An a dm 1 tuan tai San Jose Cu the la khoang 750 USD tien di lai An a va 450 USD lien lin:mg mat ngay, tang cong 1200 USD cho mat ky

su he thang

- Vai 17 ky su he thang tham gia kh6a hoc Ian au tien tang chi phi tiet kiem la 20.400 USD, vi vay chi vai khoa h9c au tien Cisco da bit duqc tien chi phi va con cloi ra 8.000 USD

- Tir thang 3 nam 2001 dich vu IOS cung cap 2 khOa hQc mat thang cho

40 k'y str he thong

- \Teti flan di, nay mOi ram Cisco tiet kint dugc 1.152.000 USD

Nam 2004 so 1u9ng nguai tham du dao tao truc tuyen dm Cisco dat tren 12.000 nhan vien ban hang, 150.000 nhan vien cua dai tac va tren 200.000 sinh vien Cang tinh den nAm 2004 Cisco a x'ay dung tren 100 chtrcmg trinh dao tao truc tuyen Sang kin Elearning a gap phan kitting nho vao thanh cong va tai chinh dm Cisco

4 Bei huc

Cau chuyen dm Cisco cho thay ang dung cong ngh' thong tin vao dao tao nhan vien ai tac va Ong clang thOng qua N thong Elearning la mat cong cu dao tao rat hi'eu qua Tir do an nay Elearing dA ngay cang tra nen pita bien tai cac twang dai h9c va ca sa dio tao

7-ELEVEN: eing dyng thwong m9i dien 111 trong kilm soot luvng hang hru kho

Cau

1 Bai h9c kinh nghiem?

2 Yeu to dam bao thanh c8ng?

3 So sanh vai 1 website ding nganh tai Viet Nam?

1 VAn de

Mac da voi ten goi 7-Eleven ma cira tir 7h.00 am — 11 h.00 pm, 27.000 cira hang tren khap the giOi van hoat dOng 24/24h mot ngay tao ra sir khac biet rat nhieu voi nha ban le khac MOt diem khac biet not bat dm chuOi cira hang ban le tri gia 36 ti do la My nay IA danh muc san pham rOng va da MOt cira hang 7-Eleven trung Binh tieu thu 2.500 san pham khac nhau Phan Ian mat hang bao gom banh, cit) an nhanh, san pham sfra la nhung mat hang de hu hong can ducyc giam sat ve chat lucmg va giam ti le hu hong Thi tnrOng tieu thu cila 7-Eleven rat rOng, len tai 6 trieu khach moi ngay, trai rOng tren m9i m9i phan doan thi tru6ng ca ve lira tuOi va thu nhap

Vi co phan doan thi truang rang va cac cira hang co vi tri gan nhau, 7- Eleven rat linh hoat trong viec mua sam va quan 1ST cira hang Tren mOt so khu vuc, nhu eau cua khach hang rat da clang nen nha quan 1Si phai dap irng duqc moi yeu eau cua tong phan doan thi tnrong

CuOi ding, quy m8 cua moi kho hang thuang nhe Mac diz hang h6a v8 ding da dang va so"' lugng lon thi lugng hang luu kho van duce duy tri mirc tOi thi'eu Tai moi thoi diem, phan lon luting hang ton kho cua 7-Eleven duot cha bang xe tai tren d&mg toi cira hang

Quy mo cua kho hang nho CO ilea la thuimg chi co 2 hoac 3 quay thanh town Boi vi khach hang muOn mua hang nhanh ch6ng nen phan cimg

va phan mem POS — Point of Sale phai hoat &Ong rat nhanh va dap img kip nhu cau

2 Giai phap

Sherry Neal la nhan vien kho hang lanh dm 7-Eleven tai Rockwall, Texas Chi can theo dei tren man hinh met may tinh cam tay nho la c6 the tim dugc dir lieu ban hang trong yang 4 tuAn Thong qua mang may tinh khong day, quan 1S, cira hang 7-Eleven c6 the OA hang cho ngay tier) theo

ma khong can dai khOi ban lam viec cua minh

Cimg hie do, met lai xe tai dang san sang cha sfr'a a dem giao thi nguai quan ly kho hang dimg anh ta lai, "Cha met chat" — ngtrai quan 1S/ kho not va xem thong se tai dAu dgc RFID cua minh, "Nhang thimg sira nay

da bi hong Mac du, hien tai cluing dang dugc bao quan a nhiet de tot, nhung chimg da bi de ham ming trong 9 tieng ngay hem qua Chung ta khong thy nhung thimg sira nay ncra Nhang thimg khac deu dat tieu chuAn, hay giao chung di." Cau chuyen ve chuyen giao sita vira rei co the chi la chuyen ke, nhung may tinh dm Sherry Neal la co that, va cong nghe nay hien dang dugc sir dung rang rai tai cac cira hang ciia 7-Eleven

Ca 2 cau chuyen ten deu not den cong nghe nhan Wet qua tan se radio (RFID) Khi (Ring g6i mot san pham, ngtrai ta gan them met con chip china dung cac thong tin ve ngay san xuat, noi san xuat, se 10, ngay ban hang Chip va anten nho dugc gan vao met mieng nhua nho bang &mg 25 xu Khi dugc kich hoat bang song radio dm may RFID, con chip chuyen tai thong tin den may dgc va nha quan 1S, co the so sanh dugc hang trong kho, vai doanh se ban hang va 41 hang mai Cau chuyen ve 18 stra tren dugc dua teen the RFID "th8ng minh" co the luu lai nhung thay d6i ve moi trui:rng, tuy nhien ding nghe nay hien con rat (lit va clura the sir dung Ong

Keith Morrow — giam dee cong nghe thOng tin dm 7-Eleven cho biet, chuOi cira hang cila Ong dac Net chti trong tai RFID Phtrcmg pilaf) theo del nay lam Ong rat tang thit Ong n6i: "Chung tOi muen nhung thong tin do a mire chi tiet han, dac biet la dei vdri cac san pham thirc an va sita Trong met the giai hoan hao, chimg ta co the kiem soat dugc mgi thir thong qua thai gian sir dung cita san phAm tuai song" Nhung chi phi la bao nhieu? Ong Morrow ding cho biet them rang Ong ding lo ngai ve gia "Viec nay se khien cho gia cua moi chiec sandwich len tai bao nhieu?" Hien nay, gia cua

mOi the RFID va &au doc qua cao va kho c6 the ph6 bien rOng rai tong nghe RFID Tuy nhien, nguari to by vong gia cita ding nghe RFID se giam manh

va dugc sir dung rang rai trong nira thap ky tad

Trong mOt th6i gian ngan, 7-Eleven da ky mOt hop dung hap tac ph'an mem POS d'Oc quyen voi cac hang san xuat phan cimg nhu HP, NCR va NEC Cong nhe nay dang dugc trien khai tren han 5.300 dia diem teen toan nuac My va hira hen thay d6i dugc cach luu kho hien nay Cong nghe nay dem lai t6c dq xuat hang cao han, nhtmg d6 chi la khoi dau Cong ty du kien

se sam thin nghiem the thanh town tra tusk sir dung song radio tai cac cira hang 6 Texas va Florida Nhimg the radio nay ding giling nhu the Speedpass dm Exxon Mobil Corp se giup 7-Eleven kiem tra hang xuat kho nhanh han bao gi6 het

3 Ket qua

Cac chuyen gia dm 7 —Eleven cho rang h6 th6ng kiem soat hang km kho se gifip cac nha quan ly xac dinh luting hang can thiet phi' hop voi nhu cau Cac thiet bi kh8ng day gidp cac nguoi quan 157 cira hang giai guy& dugc cac kho khan tru6c day : dat hang dung s6 luting can thiet cho mOi mat hang D4t hang thieu c6 nghia la giam doanh thu, dat hang thira co nghia la tang chi phi

Cac thiet bi khOng day nay c6 man hinh cam ling, anh san pham do d6

a clang sir dung va CO dO chinh xac cao

4 Bai h9c

7 — Eleven la mOt trong rat nhieu ding ty dang sir dung cac thiet bi di dOng a quan 1S, hang luu kho tot han, tang hieu qua kinh doanh, cai tien dich vu khach hang va tang lgi nhuan Tren thuc t6 WALMART con tien xa han bang each sir dung cOng nghe RFID Cac doanh nghiep dang trang bi cho l?c luting ban hang may tinh cam tay, cung cap chO khach hang dich vu Internet khong day mien phi

EBAY• Website dtiu gid Low what thi gioi

Cau hal:

1 BAi h9c kinh nghiem?

2 YL to dam bao thAnh cong?

3 So sanh yen 1 website cong ngAnh tai Viet Nam?

EBay

Den nay, eBay lA mot trong cac mo hinh kinh doanh dien tir thAnh cong

va c6 mirc lad nhuan hang dau hien nay Y Wong kinh doanh den v6i Pam Omidyar, mot nhA suu tam cac d6 co, da dugc doanh nghiep trai ciia Pam la Pierre Omidyar phat trien thanh mot mo hinh &Au gia true tuyen rat thAnh cong

Giai phap

Nam 1995, Omidyar thanh lap mot cong ty &Au gia vai ten goi AuctionWeb, sau dugc dei ten thanh eBay vo7 se san pham dugc dua len dau gia trung binh 500,000 san pham/ngAy Den nay c6 khoang 20 trieu ngtrad sir dung eBay Hoat Ong kinh doanh dau tien cua eBay IA cung cap mgt san giao dich dien tir a tien hanh cac giao dich dau gia C2C Trong mo hinh nay, may tinh dam nhiem vai trO cua ngtrad to chirc dau gia Tren eBay, nguari to co the dau gia hau nhu m9i thir eBay thu mot khoan phi khi clang tin dau gia va tri gia cac giao dich dau gia Phi dang thong tin du gia ding dugc chia theo cac mirc d8 khac nhau, phi cao nhat giAnh cho cac san pham dau gia dugc dang tai tren trang

Quy trinh dau gia dugc bat dau khi ngtrai ban dien vAo form thong tin

va clang tai ten eBay Ngtrad ban cung phai (tat ra mirc gia t6i thieu va thad gian hieu luc cua chAo ban NL dau gia thAnh cong, nguad mua va nguasi ban c6 the thugng *mg hinh thirc thanh town, giao hang, bao hanh va cac dieu lchoan khac eBay &mg vai tr6 trung gian; qua do, ngtrad mua va ban c6 the tien hAnh giao dich

eBay khong tham gia cac hoat dOng nhu km kho hang, giao nhan nhu Amazon.com va cac nha ban le khac eBay chu yeti phpc vu cac khach hang

ca nhan, tuy nhien ding c6 nhung Bich vu ma rOng ra cho cac khach hang la doanh nghiep

Nam 2001, eBay bat dau tham gia dau gid cac tae pham nghe thuat vai www.icollector.com va www.sothebys.com Do khong thu duqc lqi nhuan, na'm 2003, eBay va sothebys tdch rieng thanh hai mang hoat dOng, theo do eBay quang ba hoat dOng dau gid truyen thiing cua Sothebys ten Live Auction va ding thai day manh hoat dOng dau gid cac d6 c6 va my nghe Ben canh do eBay ma rang hoat dOng ra qu6c te, den nay c6 lchoang 31 nuac tham gia, trong do dien hinh co my, Canada, Phdp, Thuy Dien, Brazil, Anh, pc, Singapore va Nhat Ban eBay ding co nhfing sites rieng tai mgt so

nuac nhu Trung Qu6c, An DO, Han Qu6c va Nhat Ban tai do cac hoat dOng hien nay chiem 46% doanh s6 cua eBay Nguai mua to han 150 nuac tham gia cac hoat dOng cua eBay eBay ding cho phdp cac doanh nghiep tham gia diu gid cac san pham cho ca mo hinh B2B va B2C

eBay da xay dkmg duqc 60 trung tam dau gia tai My, cho phep ngudi mua co the tim nhung san pham tai cac yang lan can, them chi gap trtrc tiep

de lien hanh giao dich Ben canh do, eBay ding co nhitng site dau gid chuyen nganh nhu 8 to tai eBay Motors Giao dich co the dugc thuc hien tai mqi nai,

Mcn luc Giao dich thucmg mai dien tir khong day ding duqc trien khai Nam 2002, eBay Seller Payment Protection duqc trien khai de dam bio thanh toan duqc thuc hien an town han Nguii ban duqc bit° ve tot han va tranh duqc cac thanh town bang the va sec gia Khi da thanh cong va co hang chuc trieu khach hang, eBay bat du ma King hoat dOng sang linh vi src ban

le Day co the la phan img tnrac viec Amazon.com ma dich vu dau gia, nhung ding co the la buoy phat trien hqp 15 , dm viec da dang hoa hoat dOng kinh doanh Den cu6i atm 2003, eBay ding da xay dung xong mot so site chuyen ve mgt s6 nganh hang nhat dinh

MOt mo hinh thanh ding aka la eBay Stores, tai do eBay cho cac ca nhan

va t6 chile thue lai dien tich ten do de kinh doanh Cac khach hang co the sir

dung dien tich nay de mua ban hoac dau gia Nam 2002, eBay giai thieu dich vu Business Marketplace, tai dia chi eBay.com/businessmarketplace Site nay tap trung tat ca cac &Au moi mua ban cua doanh nghiep tren do de doanh nghiep co the tim ducic moi thir minh can tai met dia diem

Ket qua

eBay thuc su co tac Ong lOn dei vai hoat dOng kinh doanh dien tit Cac

mo hinh cua eBay khong chi nh'am thu loci nhuan ma con x'ay dung ductc met cong deng Lem de duy tri cac hoat dOng Vori tong s6 thanh vien nam 2004 dat 125 trieu ngu&i Theo bao cao tai chinh cua cong ty, doanh se ban hang qua eBay dat 40 tS, do la MST' dem lai cho cong ty doanh thu khoang 3 tS ,

USD va loi nhuAn khoang 500 trieu do la My

CO the thAy, nai duy nhAt hien nay moi ngu&i clang tien hanh giao dich thucmg mai true tuyen nhieu hcm truyen thong la c/Au gia dien tir Ban le dien tit hien nay van thAp hon ban le truytn thong 5%

AMAZON.COM: nut hifn don d I hang tryr tuyin

Cau h6i:

1 Bai hoc kinh nghiem?

2 Yeu t6 dam bao thanh ding?

3 So sanh von 1 website cling nganh tai Viet Nam?

1 Nhiing kW, khan:

Voi hinh thirc ban le truyen th6ng, khach hang di den dm hang mua sim va mang hang v'e nha VOi hinh thirc ban le Ulm tuyen, khach hang dat hang qua mpg va hang h6a dugc chop den nha cua khach hang Do d6, viec luu kho hang hoa to nen het six can thiet Tuy nhien, viec nay doi hoi nhieu chi phi va thai gian, tham chi lam triet tieu cac lgi the dm ban le truc tuyen Amazon.com, vua ban le true tuyen ding da phai d6i mat von vAn de nay Khi thanh lap vao nam 1995, mo hinh kinh doanh dAu tien la "Virtual Retailing" hay ban le ao voi khong cila hang, khong c6 hang trong kho va khong c6 he th6ng phan ph6i 1"7 tuerng kinh doanh ban dAu la chi chAp nhan nhcmg don dat hang qua mang va chAp nhan thanh town Sau do de cac ben con lai thtrc hien dun dat hang Trong thOi gian ngin Amazon.com da nhan thay mo hinh kinh doanh nay c6 the phO hop \fed cac cfra hang ban le nho nhung kh8ng the phii hop von mOt cfra hang ban le khting 16

2 Giii phap:

Amazon.com quyet dinh thay ct6i mo hinh kinh doanh va to xir lY hang

km kho Cong ty da dAu to khoang 2 ty do la My de xay dung kho hang tren khap nuac My va nhanh chong troy thanh cong ty hang Tau ye quan ly kho hang, to dOng hoa kho hang, dung goi, va quan ly he th6ng cung ling Viec t6 chirc phan ph6i hang den khach hang dugc ding ty thue 10 dich vu cua UPS va U.S.Postal-Service

Amazon.com da thuc hien hang trieu don hang mOt cach hieu qua nhu the nao?

Buirc 1: Khi 1 khach hang dat hang truc tuyen, may tinh kiem tra vi tri cua nhfing mat hang May tinh ding xac dinh trung tam phan ph6i nao trong

he th6ng cfra Amazon.com se thuc hien don hang nay Trong tn.rang hop khac, may tinh cling co the xac dinh nha cling cAp se thkrc hien don hang nay neu Amazon.com chi dong vai tro trung gian, ban le Dan dat hang dugc truyen true tiep den trung tam phan ph6i hoac nha cling cAp Cac btrac thIrc hien don hang tai cac trung tam phan ph6i cua Amazon.com , vai dien tich khoang 80 nghin m2 dat tai Ferny-Nevada

13thfre 2: Quan 15, kho hang, nguai quan 1S, kho hang tai trung tam phan ph6i nhan tat ca cac don hang va dieu ph6i trim tuyen den cac nhan vien cu the

Birk 3: Cac mat hang (sach, games, CD ) dugc km kho trong cac khoang hang ten gia Moi khoang hang có mot den do va mot nut dieu khien Khi don dat hang d6i vai mon hang nao dugc xac nhan thi den do se

to &Ong bAt sang Ngutri giao hang di doc theo gia hang va nhat mon hang ra khoi don hang Sau khi nhat mon hang nhan vien An nut a Reset lai hang Neu den tiep tigic bat sang thi h9 lai nhat them mot mat hang Cu the lap lai den khi den tit hAn

Buk 4: Cac mon hang dugc dat vao mot bang chuyen trong he th6ng bang chuyen dai khoang 15.000m tai moi kho hang

Btrov 5: Hang tren bang chuyen dugc chuyen den vi tri trung tam, tai

do ma hang dugc kiem tra vai tong don mat hang Sau do dugc tiep Arc chuyen den khu vuc dong goi He th6ng may tinh xir 1S, cac don hang d6ng th6i cho phep cac mat hang dugc lAy tir nhieu diem khac nhau trong kho Chuyen den ding mot dia diem de dong goi

Bulk 6: Neu khach hang yeu cAu goi qua, viec nay se dugc thvc hien bang tay

Book 7: Cac kien hang dugc dong goi, can Ong, dan nhan va chuyen den 1 trong 40 c6ng giao hang cua kho Tir day, hang dugc chuyen den UPS hoac USPS Trong toan 130 quy trinh hang luon dugc scan lAy thong tin

ve tinh tang hang hoa

3 Ket qua

Moi kho hang c6 the phan phi dugc 200.000 mat hang trong met ngay Tat ca 5 kho hang c6 the giri den 3 trieu mat hang trong met met ngay trong th6i kST cao diem cila cac ngay le Tuy nhien, trong nam 2004, nhcing kho hang c6 kha nang phan phi dugc 1 trieu mat hang trong met ngay, vi sir chain tre xay ra trong nhang gib cao diem Amazon.com cho nhang nha ban

le khac thue lai met phan kho hang - Target va Toyrus He th6ng nay dem lai cho Amazon.com dinh gia thap han va co nang luc canh tranh cao han, dac biet to khi cong ty trey thanh met sieu thi ban hang tivc tuyen kh6ng 10 voi hang nghin mat hang dugc ban throng xuyen Tir nam 2004 ding ty bat dAu c6 Lai nhuan on dinh

De tang hieu qua giao hang, cac mat hang dugc ghee vao trong met chuyen hang Viec nhan hang tra lai dugc thuc hien boi met cong ty chuyen trach la Alterac.com dat tai Aborn — Washington

4 Bii h9c:

Amazon.com cho thy su phirc tap d6i voi viec th%rc hieu dan at hang dloi \Teri ding ty ban le tr%rc tuyen 16n tren mang Thuc hieu dan d4t hang la met phAn 1&n dm TMDT va la yeu t6 quy6t dinh thanh cong cho hoat &Ong

ban le ten mang

SEARCH WARS: Mo hinh cong cu search

Cau

1 Bai hgc kinh nghiem?

2 Yeu t6 dam bao thanh ding?

3 So sanh voi 1 website ding nganh tai Viet Nam?

1 Van de

M6t trong nhang linh vuc canh tranh nhat tren Internet hien nay la Search Engine Nhimg thucmg hieu hang dau dugc Ice den la Excite, Lycos,Altavista, Inktomi Nhimg cong cu search nay chit yeti dua vao phan tich cac tir khoa — den tan sit& cac vi tri tir khoa ten cac trang Web Den nay lqi nhuan tir cong cu tim kiem con rat han the Vi du Altavista do Digital Equipment phat trien nham the hien phan cimg vOi cong suat cao chic khong he dem lai lgi nhuan cho Digital

Cu6c chitin ten Web bat du tir nam 1998 khi Google giori thieu cac duang link dirge Ira chuOng Google nhanh chong tra thanh cong cu search dau tien hang du va ding la cong cu du tien co dugc 19i nhuan, ngu6n thu cita Google chit yeu tir quang cao va chitin dich IPO thanh cong vao gala nam 2004

Thang 2 nam 2004 Yahoo da thay d6i mo hinh Web Directory thanh Internet Portal vai ding cu Yahoo Search dugc xay dung tren cong nghe cua Altavista, Inktomi va AlltheWeb Thang 9 nam 2004 Amazon.com giai thieu A9.com cho phdp nguOi dung luu tit nhUng th6ng tin tra cfru, ghi chit ngay tren trang Web Thang 11 nam 2004 Microsoft chay ban thir nghiem MSN search

Google cling phai d6i mat vai nhieu cong ty nho han trong link vuc tim kiem tren Web nhu Teoma.com , dipsie.com, clusty.com , snap.com Tat Ca nhimg cong ty deu mu6n trO thanh Google tiep theo Voi lgi nhuan va tieng tam Google thin hai Theo nguoi sang lap ra Internet Archeive 20% giao dich tren Web tap trung vao 10 Website hang du

2 Giai phap

De d6i mat voi cuOc canh tranh nay Google dua ra nhieu ding cu dtra tren nang luc ve cong nghe search Rat nhieu cong cu trong s6 nay dugc cung cap voi phien ban thir nghiem bao g6m: Froogle.com, catalogs.google.com, news.google.com, scholar.google.com, Google cling

thieu google wireless, google group, google answer Ve mat chien lugc google dang tan dung thuang hieu hang dau ve ding nghe va cac rinh vut Nam ra ngoai finh vqc tim kiem ten Web Doi khi nhiing chr an nay day Google vao canh tranh trvc tiep voi nhimg cong ty khiing 16 trong thuang mai dien

Print.google.com tuang to voi chtic nang cua amazon.com "search inside the book"; Gmail.google.com canh tranh trqc tiep yeti hotmail va yahoo; Google destop canh tranh vai chirc nang tim kiem ctia window

3 Ket qua

Nhimg dich vu mdfi ma Google tung ra tan dung kha nang ve cong nghe search a tim kiem thu dien tir sach va file tren may tinh da vugt ra ngoai pham vi tim kiem tren web Nhimg chi& lugc nay cita Google nham thuc hien sir menh "to organize the world's information and make it universally useful and accessible"

Ve mat tai chinh, Google ding chimg to thanh cong veri doanh so 806 trieu USD tinh rieng trong quSr 2 nam 2004 Thang 11 nam 2004 gia trj google la 52 ti de la My bang dm ca hai hang Ford va General cong lai Chien lugc tiep theo cua Google la gi? Theo cac chuyen gia tai chinh hog dung chinh cita Google la ding ngh'e tim kiem, doanh s6 va lqi nhuan chit yeu tir quang cao gi6ng nhu cac cong thOng tin MSN va Yahoo Lieu nhung chien lugc ma Ong cua Google vao cac link v‘rc mai co lam phai mdf tieng tam va lqi nhuan cita cong cu search s6 1 the gidfi hay khong? Nheng chien lugc nay co can thiet hi!) trq su phat trim chien lugc cira Google hay kitting? MO hinh kinh doanh thtrc skr cua Google la gi? Cau tra lai dOi voi Mien cau hoi nay se quyet dinh chien lugc tiep theo cita Google trong lchong gian s6

4 Bai h9c

Tnrac h8t nhtmg chitin ludic Google dang thuc hi8n la ph ► hop voi th8 manh v8 cong ngh8 search Gia tri nong cot ma google dem 14i cho khach hang phii hgp vai khAu hi8u "To organize the world information"

Google khong phai la cong cu search dAu ti8n nhung google la cong cu search tot that va thanh cling nhAt teen linh vuc tim ki8m Google cling by vgng thanh cong nhu vay vai gmail va googleprint

CIGNA: eng dyng eCRM va cai tien dich vu CRM

Cau

1 Tai sao CIGNA phai tritn khai TMDT?

2 Hay chi ra hoat dOng CRM da dugc CIGNA thur hien?

3 Cac hoat dOng CRM c6 lien quan gi dtn thuc hien dan hang trong nganh dich vu?

4 He th6ng CNTT va TMDT da cai tin va thuc hien dan hang nhu tht nao?

1 Nhihig MI6 khan

CIGNA (cigna.com) la mOt trong 4 ding ty bao him 16n nhAt cua my Viec canh tranh ngay cang gia tang trong nganh bao him lchien cong ty giam tan nhuan khoang 500 trieu do la My nam 2002 va gia c6 phitu giam 40% Ben canh do, cong ty ding chiu nhitu ap luc khac cua thi tnr6ng Tnrac htt, cong ty, cung vai mOt so cong ty bao him khac la Aetna

va Humana, bi dua ra tOa boi hang nghin cac bac sy teen khip Ca nu6c kien ding ty vi theo ho cac cong ty bao him da cham tre trong viec tra tin cho benh nhan cua h9 Cac bac sy buOc tOi cong ty bao him da cham tre thanh toan va tir chti thanh toan a giam chi phi Thir 2: Luc lugng ban hang dm CIGNA trong khi c6 ging gianh nhirng khach hang Lan tnrac b6i canh canh tranh ngay cang tang da cam ktt ring cong ty se tritn khai mOt he thtng TMDT de cung cap dich vu khach hang tot han, tuy nhien he tilting nay van chua dugc xay dung xong Thir 3: Viec quan IY CIGNA dang chiu ap luc giam chi phi sau khi 19i nhun suy giam Do do, ban quan IY mong mu& co mOt he tilling mai gOp phan giam chi phi va tang hieu qua

2 Giii phap

CIGNA da dua ra mOt ke hoach 16n nham na'ng cap he tilting thong tin Von dugc xay dung tir nam 1992 thanh mOt he thtng TMDT hien dai Kt hoach nay nham tich hap cac hoat dOng clang kY, xir ly va dich vu khach hang Tir do cac yeu cau ve y to co tht dugc xu ly nhanh hcm va hieu qua

hon Wong thei cac nhan vien dich vu khach hang cling c6 the tiep can vai khach hang tot hcm

We thvc hien cac muc tieu teen, CIGNA phai cling c6 he th6ng cu va tich hop vao he th6ng mOi Tir do, CIGNA TA phat trien ra hai he th6ng tich hop: met he th6ng kiem tra danh gia cac yeu cau tra bao hiem va met he th6ng khac thu phi bao hiem BO phan Cong nghe thong tin d'a xay dung toan be co s6 CNTT tir dau de c6 the 118 trq hai he thong nay We lam dugc dieu nay, Be phan CNTT da cai t6 toan be co so ha tang CNTT

CIGNA thue ding ty KAP Gemini ERNSTYOUNG de h8 trg trien khai viec thay doi quy trinh kinh doanh va quan ly CIGNA ding ph6i hop CGEY de phat trien va trien khai cac ling dung TMDT nham cho phep khach hang c6 the dang ky, kiem tra yeu cau bao hiem, kiem tra cac lgi ich bao hiem va lva chon cac goi bao hiem khac nhau hoan toan trvc tuyen NhUng ling dung nay cho phep than vien phuc vu khach hang c6 the nhin ding the thong tin ve tong khach hang va tir do nam dugc tong the qua trinh giao dich vai tong khach hang nham phuc vu khach hang tot hon

3 Ket qua:

Vao thang gieng nam 2002, ha tang CNTT va dich vu khach hang tri gia 1 ty $ cua cong ty CIGNA di vao hoat Ong vai 3,5 trieu khach hang dm

he th6ng cu dugc chuy'en sang hai he theing mai trong yang vai phut Mac

du CO met s6 trkic tr4 trong viec chuyen d6i, sau 6 than CIGNA da thanh cong trong viec sira 18i va he thong !DM bat dau chinh thirc hoat Ong Cong

ty cling khai tnrcmg website mycigna.com met cong thong tin tut tuyen gifip khach hang co the tra cfru thong tin loi ich cua ho, Ilia chon, so sanh cac ke hoach bao hiem, kiem tra filth tang thanh toan bao tam, truy cap cac thong tin lien quan den y to va tham van trvc tuyen

WAL-MART: Thwong mai dien ter trong nganh ban le Click & Motar

3 So sanh qua trinh mua hang er walmart.com va amazon.com?

4 Khach hang nuerc ngoai co nhirng lai ich gi khi mua hang a walmart.com?

WAL-MART bin hang trvc tuyen

Walmart la tap doan ban le lan nhAt tren the giOi vii 2971 cfra hang tai Hoa KS/, khoang 1355 cfra hang tren khAp the gioi va 528 CLB Sam Wal- Mart tuyen dung khoang 1,5 trieu nhan ding IthAu hieu dm cong ty la: "Ai

la s6 mOt? Khach Hang" Wal-Mart da xay dk.mg dugc hinh anh thong qua viec t6 chirc hieu qua qua trinh ban le va quan lf he th6ng cung cap, chief.' thang &Si thi► canh tranh bAng chitin lugc gia thAp Tuy nhien, Wal-Mart gAp phai mOt van a trong chitin lugc ban hang tivc tuyen do la: Yeu to nhan khAu hoc dm khach hang Thi truang mvc tieu dm Wal-Mart la cac ho gia dinh vai doanh thu 25 nghin do la my Trong khi thu nhAp trung Binh dia khach hang la 60 nghin do la my

BAt chAp sv khac biet nay viec ban hang tivc tuyen (chu yeti la am nhac, du lich va hang dien tit qua website walmart.com) ding dA chiem 10% doanh s6 ban hang dia Wal-Mart tai Hoa KS , D6i thin canh tranh lau deri dm Wal-Mart la Kmart Inc ding clang c6 gang thu but khach hang mua hang tai website Kmart.com bang cach cung cap dich vv Internet mien phi Kmart ding tan cong bang cac chieu thirc giam gia Tuy nhien, chitin lugc nay lam giam lqi nhuAn dm Kmart nghiem tong va an den sv pha san vao nam 2002

Wal-Mart cling tang cuang hoat &Ong thucmg mai dien tir bang viec lien minh vai AOL vao nam 2001 de cling cap Internet d'e'n vung ngoai o va nong thou dac biet la nhcing yang chua c6 cira hang oh Wal-Mart Muc dich dm Wal-Mart la thu hint nhung phan doan thi tnrang mai va giam tac dOng dai vai cac cira hang hien tai Wal-Mart cling sir dung mo hinh ban le thich hop kk hop gift thucmg mai dien tir va thucmg mai truy&I theing Vao nam 2002 Walmart.com di vao giai doan an Binh cho phdp khach hang mua hang, kie'm tra tinh trang don hang, dich vu ho trg khach hang, tra lai hang, tim ki6m cira hang Ben canh do cung cap mot s6 dich vu nham xay dung cong d6ng nhu chia se anh

Mac du Wal-Mart mai chi cung cap mot s6 mat hang truc tuy'en, nhung s6 lucmg mat hang ngay cang tang Nam 2004, Wal-Mart bat dAu ban cac bai hat true tuy6n vai gia 88p mot bai canh tranh vai Apple iTune Cac mat hang c6 gia thAp hcm 5$ khOng dugc ban trnc tuy6n Website thu but khoang

8 trieu loot ngtrai xem m6i tuAn Thang 11 nam 2004, theo th6ng ke, s6 luting ngtrai truy cap tang so vai ding ky nam 2003

Trong nam 2005 Wal-Mart tang ctrang them nhi'u san phAm mai vao ban true tuy6n Cac khach hang ntrac ngoai ding c6 th6 mua hang true ti6p tit Website hoac nhan hang tir cac doi tic tai nuac do VI du nhu mot khach hang a Anh c6 th6 mua hang a Wal-Mart nhung nhan hang tai Asda

GENERAL MOTOR: Sting kiln thwang mai din tirB2B

Cau hot:

1 Bai hoc kinh nghiem

2 Yeu t6 dam bao thanh cong

3 So sanh vai 1 website ding nganh tai Viet Nam

I Dili mat yid kh6 khan

GM la nha san xuit o to lem nhit the giai vori san phArn ban teen 190 nuac va c6 nha may teen han 50 nuoc Do sue ep canh tranh trong nganh san xuit o to ngay cang tang, GM Won tim cach tang hieu qua san xuit GM trien khai mot m6 hinh kinh doanh dien tir yen muc tieu san xuit o to theo m8 hinh nay trong vai nam tori vai chi phi tilt ki'em hang trieu USD nhtr giam chi phi km kho thanh phim

Hien nay, GM van dang ban o to theo yeu cAu khach hang tai cac website cua nhang nha phan ph6i, phuang phap nay c6 the gill]) GM tranh ducrc xung dot vori cac nha phan ph6i khOng do GM so him M6 hinh nay del hoi cac nha phan phi ciia GM phai chia se th8ng tin ve san phim, dich

vu va bao hanh yeti nhau va voi cac nha cung cap dm GM

Ben canh do, GM ding phai d6i mat vai vin de kinh dien cua cac nha

san xuAt lon v'e khiu hao may moc, thiet bi (khi cong nghe cang phat trien, nang suit cac may moc nay cang giam so voi tieu chuin chung ten thi twang) GM thuOng ban cac may moc nay qua trung gian diu gia Cac giao dich &Au gia truyen th6ng mat tiled gian vai tuAn d'e'n ca thang, mat khac GM phai tra khoang 20% hoa Wong cho trung gian diu gia

MO't yin de am GM phai d6i mat la mua nguyen lieu san xuAt pkic vu hoat dOng cua cong ty GM mua khoang 200.000 san phArn tir han 20.000 nha cung cap khac nhau voi chi phi han 100 tS, USD /nam Cong ty dang sir dung he th6ng diu thAu truyen th6ng de thucmg luring vai nhang nha cung cap tiem nang C8ng ty giri yeu cAu ky thuat den cac nha cung cap tiem nang; cac nha cung cap se giri ve chao gia GM se hp chon nhimg nha thAu

dap img yeu cAu ky thuat va có mirc gia hop 1E , nhAt Neu mirc gia cua tat ca cac nha cung cap van qua cao, GM se phai t6 chirc diu thou yang 2, hoac vong 3 Quy trinh nay thuOng mat mot vai tuin, cif) khi mot vai than cho den khi GM chic chin ring lira chon dugc nha cung cap vai mirc gia hop 13%

va chit lucing tot nhit Qua trinh chuin bi va chi phi du thiu khien mot s6 nha cung cap khong the tham gia quy trinh dau thAu dm GM Dieu nay da han the s6 lugng nha cung cap tham gia diu thAu dtmg nghia mirc gia GM phii tra cho nha cung cap trimg thiu thuang cao hcm

H Giii phip

De giai guy& yin de chia se th6ng tin gift nha cung cap va nha phan

ph6i, GM xay dung he th6ng thong tin ANX (Automotive Network eXchange) Chinh mo hinh nay dm GM da dugc cac nha san xtfAt 6 to khac img h0 va phat trien thanh san giao dich B2B trong nganh 6 to vai ten goi covisint.com

De giai quyet yin de ve xir 13', may moc, thiet bi da qua sir dung, GM sir dung covisint.com a tien hanh diu gia cac thiet bi, may moc nay San phim dau gia dau tien la may dap Ong 75 tin, GM dua len mang nhang thong s6

ky thuat, anh, va h6 so qua trinh hoot dOng cua cac may dap nay 140 nguari mua dugc mei tham du thiu, thin gian chuin bi 1 tuAn va dau gia dugc thuc hien qua mang trong vong 2 gia, cac thiet bi deu dugc ban vii gia hgp

De giai quy'et Van de mua sim nguyen lieu, thiet bi &Au vao GM t6 chirc dau thAu trip tuyen vai hinh thirc "reverse auction" Cac nha cung cap tham gia dau thAu va chao gia ho có the cung cap cac san phim ma GM dang can mua Cac cuOc dau thAu tzvc tuyen deu "ma", co nghia cac nha cung cap tham du deu co the nhin 014 gia cua cac nha cung cap khac dang chao ban He th6ng tieu chi danh gia ding dugc GM ding b6 cho cac nha cung cap nhu gia, thOi han giao hang, phucmg thirc thanh town de qua do lira chon cac nha cung cap phu hgp nhAt

III Ket qua

Chi trong vong 89 phut ma till, tam chiec may dap hang nang da dugc

ban vai gia 1,8 trieu do la my Vai quy trinh dAu thAu truac do, thong thuang GM chi ban dugc vai gia bang khoang 50% va mat khoang 4 den 6 tuAn Tir nam 2001, GM t6 chirc hang tram cu8c dAu thu nhu vay, d6ng theri khuyen khich cac nha cung cap khac tham gia san dAu gia tivc tuyen nay, tat nhien GM thu mot khoan hoa h6ng teen gia ban cu6i cling

Trong lAn dAu gia dAu lien d6i vai lop cao su o to truc tuyen, mut gia

GM chgn dugc thAp han nhieu so vai san phAm ding loai GM mua tnrac do Hien nay, hang tuAn GM t6 chirc nhieu cu8c dAu gia, hcm the chi phi quan ly t6 chirc dAu gia truc tuyen cling giarn 40% so vai chi phi t6 chirc dAu gia truyen th6ng truac day

IV Bai h9c kinh nghi"?in

Hai mo hinh thuang mai dien tir do GM t6 chirc g6m: dAu gia truc tuyen a ban thiet bi d'a qua sir dung, mo hinh dAu thAu truc tuyen de mua nguyen lieu, thiet bi dAu vao Cac giao dich dugc thuc hien qua san giao dich dien tir B2B cua rieng GM, thong qua san giao dich nay GM dong vai tro dm Ca nguai ban va nguei mua Mo hinh dm GM co the alp dung rOng raj d6i von nhieu nganh nghe kinh doanh khac