Dias 1 - Markedsføring IV - © Andy Skovby Markedsføring IV – e-business •Målet for 1. lektionsgang –Udvikling og definition af e-business (Electronic.

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2 Dias 1 - Markedsføring IV - © Andy Skovby Markedsføring IV – e-business •Målet for 1. lektionsgang –Udvikling og definition af e-business (Electronic Commerce => EC) –Overblik over mulighederne –Fordele og ulemper –Hvilken betydning har EC for forretningsdrift? –Markedstyper, mekanismer og økonomi

3 Dias 2 - Markedsføring IV - © Andy Skovby e-business => KAOS K A O S Teknologi- muligheder Komplekse systemer Voldsom vækst i muligheder Globalisering Decentral udvikling og divergerende fokusområder Konkurrence Usikkerhed Viden og videns-tilgang ”Den Digitale Revolution” E-business

4 Dias 3 - Markedsføring IV - © Andy Skovby Dansk e-handel blomstrer •Handel via internettet 2001: 13 milliarder kroner •Handel via internettet 2002: 25 milliarder kroner •Hver fjerde danske virksomhed (med mere end fem ansatte) modtog ordrer via nettet i 2002 •Langt den største del af e-handlen - næsten 80% - er mellem to virksomheder eller mellem virksomhed og offentlig myndighed Kilde: Danmarks Statistik og http://www.computerworld.dk/default.asp?Mode=2&ArticleID=18742

5 Dias 4 - Markedsføring IV - © Andy Skovby Dansk e-handel blomstrer •91% af alle danske virksomheder (med mere end fem ansatte) havde i 2002 adgang til nettet •Virksomhederne anvender internetforbindelser til at: –søge information om markeder –information om konkurrenter og lignende –80% anvender netbank Kilde: Danmarks Statistik og http://www.computerworld.dk/default.asp?Mode=2&ArticleID=18742

6 Dias 5 - Markedsføring IV - © Andy Skovby Succeshistorier i DK: E-handel sætter gang i kludene i tøjfirma •Postordrefirmaet Bon'A Parte har det seneste år solgt tøj via intenettet for et tre-cifret millionbeløb (143 millioner kr.) •En tredjedel af salget af tøjfirmaets efterårskollektion røg over den virtuelle disk (computerworld.dk - 3. dec. 2003) www.bonaparte.dk

7 Dias 6 - Markedsføring IV - © Andy Skovby Succeshistorier i DK: Coop fordobler nethandel •NETtorvet omsatte for 100 millioner kr. Jan-juli 2003 •Det er en fordobling i forhold til hele 2002 •Der kan købes varer til levering og betaling i Coop Danmarks godt 800 butikker (comon.dk - 15. Aug. 2003) www.nettorvet.dk

8 Dias 7 - Markedsføring IV - © Andy Skovby Er E-Business (kun) internet-handel? •Gængs opfattelse: e-handel e-business •E-business er mere end e-handel

9 Dias 8 - Markedsføring IV - © Andy Skovby Electronic Commerce: Definitioner og koncepter •The Internet has emerged as a major, perhaps eventually the major, worldwide distribution channel for goods, services, managerial and professional jobs •This is profoundly changing economics, markets and industry structure, products and services and their flow, consumer segmentation, consumer values, consumer behavior, jobs, and labor markets •The impact may be even greater on societies and politics, and on the way we see the world and ourselves in it

10 Dias 9 - Markedsføring IV - © Andy Skovby Electronic Commerce: Definitioner og koncepter •E-commerce defineres ved forskellige perspektiver: –Communications: delivery of goods, services, information, or payments over computer networks or any other electronic means –Commercial (trading): provides capability of buying and selling products, services, and information on the Internet and via other online services

11 Dias 10 - Markedsføring IV - © Andy Skovby Electronic Commerce: Definitioner og koncepter •Business process: doing business electronically by completing business processes over electronic networks, thereby substituting information for physical business processes •Service: a tool that addresses the desire of governments, firms, consumers, and management to cut service costs while improving the quality of customer service and increasing the speed of service delivery

12 Dias 11 - Markedsføring IV - © Andy Skovby Electronic Commerce: Definitioner og koncepter •Learning: an enabler of online training and education in schools, universities, and other organizations, including businesses •Collaborative: the framework for inter- and intraorganizational collaboration •Community: provides a gathering place for community members to learn, transact, and collaborate

13 Dias 12 - Markedsføring IV - © Andy Skovby Electronic Commerce: Definitioner og koncepter •Electronic Commerce  e-business: –Køb og salg af varer og services (men ikke udelukkende) –Servicere kunder –E-Learning –Samarbejde ml. business partners –Electronic transactions indenfor en organisation

14 Dias 13 - Markedsføring IV - © Andy Skovby Electronic Commerce: I overblik ift. organisationen Kilde: ITEK, DI

15 Dias 14 - Markedsføring IV - © Andy Skovby Electronic Commerce: I overblik ift. Organisationen, internt Kilde: ITEK, DI

16 Dias 15 - Markedsføring IV - © Andy Skovby Danmark: Befolkningens brug af internet 2. halvår 2003 •Otte ud af ti har adgang til internet •Seks ud af ti benytter nettet til at kommunikere •Fire ud af ti bruger internetbank •Fire ud af ti bruger nettet til kontakt med offentlige myndigheder •15 pct. brugte nettet til kurser og uddannelse Kilde: Danmarks Statistik

17 Dias 16 - Markedsføring IV - © Andy Skovby Danmark: Befolkningens brug af internet 2. halvår 2003 •Hver fjerde dansker e-handlede ”sidste måned” •Motiver og barrierer for e-handel –30% vil spare penge –29% vil spare tid –22% handler, da det er nemmere at finde varerne –28% mener ikke de har et behov herfor –27% er bekymrede for sikkerheden ved betaling Kilde: Danmarks Statistik

18 Dias 17 - Markedsføring IV - © Andy Skovby Danmark: Antallet af betalinger med kort på nettet Kilde: PBS og betaling.dk Antal forretninger Pr. den 31. december 2003 havde PBS International tegnet ialt 4.311 aftaler om indløsning af betalingskort på internettet. De fordeler sig på denne måde: 2.734 aftaler til Dankort og Visa/Dankort 1.577 aftaler til internationale kort Antal danske internetbetalinger med betalingskort pr. kvartal i perioden 1. kvartal 2002 til og med 4. kvartal 2003

19 Dias 18 - Markedsføring IV - © Andy Skovby Danmark: EC-readiness, Use of E- Commerce Technologies, 2002 Kilde: http://www.cbs.dk/centres/cec/publications/GEC_paper_III_DK_Sept_2003.pdf

20 Dias 19 - Markedsføring IV - © Andy Skovby Dimensioner i EC Delvis EC; click-and-mortar organizations Off-line; traditionelle; Brick-and-mortar organizations Virtuel (pure-play) organizations

21 Dias 20 - Markedsføring IV - © Andy Skovby Økonomisk, indtægts-muligheder Hvordan kan der tjenes penge? •Direkte salg af produkter, service •Transaction fee – kommission •Subscription free – abonnement •Salg af reklamer – ex. banner •Affiliate fees •Andre: pay-per-view, pay for a game, licensing

22 Dias 21 - Markedsføring IV - © Andy Skovby Hvilke typer EC findes der? •business-to-consumer (B2C) : online transactions are made between businesses and individual consumers •business-to-business (B2B): businesses make online transactions with other businesses

23 Dias 22 - Markedsføring IV - © Andy Skovby Hvilke typer EC findes der? •business-to-business-to-consumer (B2B2C): e-commerce model in which a business provides some product or service to a client business that maintains its own customers •consumer-to-business (C2B): e-commerce model in which individuals use the Internet to sell products or services to organizations or individuals seek sellers to bid on products or services they need

24 Dias 23 - Markedsføring IV - © Andy Skovby Hvilke typer EC findes der? •consumer-to-consumer (C2C): e-commerce model in which consumers sell directly to other consumers •peer-to-peer (P2P): technology that enables networked peer computers to share data and processing with each other directly; can be used in C2C, B2B, and B2C e-commerce

25 Dias 24 - Markedsføring IV - © Andy Skovby Hvilke typer EC findes der? •mobile commerce (m-commerce): e-commerce transactions and activities conducted in a wireless environment •location-based commerce (l-commerce): m- commerce transactions targeted to individuals in specific locations, at specific times

26 Dias 25 - Markedsføring IV - © Andy Skovby Hvilke typer EC findes der? •intrabusiness EC: e-commerce category that includes all internal organizational activities that involve the exchange of goods, services, or information among various units and individuals in an organization •business-to-employees (B2E): e-commerce model in which an organization delivers services, information, or products to its individual employees

27 Dias 26 - Markedsføring IV - © Andy Skovby Hvilke typer EC findes der? •collaborative commerce (c-commerce): e-commerce model in which individuals or groups communicate or collaborate online •e-learning: the online delivery of information for purposes of training or education

28 Dias 27 - Markedsføring IV - © Andy Skovby Hvilke typer EC findes der? •exchange-to-exchange (E2E): e-commerce model in which electronic exchanges formally connect to one another for the purpose of exchanging information •e-government: e-commerce model in which a government entity buys or provides goods, services, or information to businesses or individual citizens

29 Dias 28 - Markedsføring IV - © Andy Skovby Fordele ved EC, for organisationen •Global •Reducere omkostninger •Forbedringer af værdikæde (Supply chain) •Altid åben 24/7/365 •Tilpasning til den enkelte •Nye forretningsområder •Hurtig fra idé til udførelse (time-to- market) •Lavere omkostninger til kommunikation og administration •Service •Up-to-date info

30 Dias 29 - Markedsføring IV - © Andy Skovby Fordele ved EC, for (for)brugeren •Uafhængig af tid og sted •Altid åben 24/7/365 •Større udvalg af varer og producenter •Billigere produkter og services •Øjeblikkelig levering (digitale) •Information er tilgængelig, også her- og-nu •Deltage i auktioner •Electronic communities •Personalisering af produkter og services •Skatter og afgifter (med modifikationer)

31 Dias 30 - Markedsføring IV - © Andy Skovby Fordele ved EC, for samfundet •Fjernarbejde og shopping hjemmefra •“Hope for the poor” (adgang til informationer, produkter og services) •Højere levestandard •Det offentlige sparer penge, kan yde bedre service

32 Dias 31 - Markedsføring IV - © Andy Skovby Fordele ved EC, for samfundet: Det offentlige sparer penge, kan yde bedre service Told og Skat: www.toldskat.dk Virk: www.virk.dk Arbejdsformidlingen: www.af.dk Sundhedsportalen: www.sundhed.dk

33 Dias 32 - Markedsføring IV - © Andy Skovby Begrænsninger ved EC

34 Omverdens pres på organisationen Dias 33 - Markedsføring IV - © Andy Skovby

35 Dias 34 - Markedsføring IV - © Andy Skovby Organisationernes reaktion •Strategiske systemer (FedEx) •Continuous improvement efforts and business process reengineering—including business process reengineering (BPR) •Customer relationship management (CRM) •Business alliancer •Electronic markets (global => større marked) •Reductions in cycle time and time-to-market

36 Dias 35 - Markedsføring IV - © Andy Skovby Organisationernes reaktion •Empowerment of employees (CRM, KAM) •Supply chain improvements •Mass customization: make-to-order in large quantities in an efficient manner Mass customization: Production of large quantities of customized items

37 Dias 36 - Markedsføring IV - © Andy Skovby Organisationernes reaktion •Intrabusiness: from sales force automation to inventory control Support til repræsentanter, ansatte, designere osv. •Knowledge management Knowledge management (KM): The process of creating or capturing knowledge, storing and protecting it, updating and maintaining it, and using it

38 Dias 37 - Markedsføring IV - © Andy Skovby EC iOverblik Omverdens pres på organisationer Organisationernes reaktion

39 Dias 38 - Markedsføring IV - © Andy Skovby E-markedspladser Typer af websites •Corporate website: “A site set up by a company on the Web which carries information and other features designed to answer customer questions, build customer relationships and generate excitement about the company, rather than to sell the company’s products or services directly. The site handles interactive communication initiated by the consumer”. •Marketing website: “A site on the web created by a company to interact with the consumer for the purpose of moving them closer to purchase or other marketing outcome. The site is designed to handle interactive communication initiated by the company”. (Kotler, Principles of Marketing, 1999, p. 971).

40 Dias 39 - Markedsføring IV - © Andy Skovby E-markedspladser •Storefront Enkelt firmas website •Mall Indkøbscenter www.dell.comshopping.ofir.dk • Generelle, specialiserede, regionale, globale, pure online m.v.

41 Dias 40 - Markedsføring IV - © Andy Skovby Informations-portaler •Kommercielle, coporate, publishing, personal, mobile og voice portaler www.aau.dk Aalborg Universitets website

42 Dias 41 - Markedsføring IV - © Andy Skovby Flow af produkter og services •Syndication as an EC mechanism –Syndication: The sale of the same good (e.g., digital content) to many customers, who then integrate it with other offerings and resell it or give it away free

43 Dias 42 - Markedsføring IV - © Andy Skovby Andre mekanismer/muligheder •E-kataloger •Search engines og ”intelligent agent” •Shopping carts •Auctions •Bartering (bytte) & negotiating •M-commerce –PC, TV og mobil smelter sammen

44 Dias 43 - Markedsføring IV - © Andy Skovby EC – økonomiske betragtninger

45 Dias 44 - Markedsføring IV - © Andy Skovby EC – økonomiske betragtninger

46 Dias 45 - Markedsføring IV - © Andy Skovby Impacts of E-Markets: The Changing face of marketing

47 Dias 46 - Markedsføring IV - © Andy Skovby Impacts of E-Markets •Technology and organizational learning—the changing nature of work •Redefining organizations •New and improved product capabilities •New business models •Improving the supply chain •Impacts on manufacturing –Build-to-order: Production system in which manufacturing or assembly will start only after an order is received

48 Dias 47 - Markedsføring IV - © Andy Skovby Changes in the Supply Chain

49 Dias 48 - Markedsføring IV - © Andy Skovby Changes in the Supply Chain

50 Dias 49 - Markedsføring IV - © Andy Skovby Markedsføring IV – e-business •Målet for 1. lektionsgang –Udvikling og definition af e-business (Electronic Commerce => EC) –Overblik over mulighederne –Fordele og ulemper –Hvilken betydning har EC for forretningsdrift? –Markedstyper, mekanismer og økonomi