传统企业布局电商4步骤模型

电商策略 在行业变革下的互联网市场调查报告中预测,传统企业布局互联网销售,在未来3年一定是窗口期。一些长期依赖线下渠道的大企业,也将不得不被迫开始思考互联网营销战略。

电商客户已成网络营销增长新动力。从亚马逊(微博)发展初期到06年的数据来看,市场营销贯穿B2C发展始终,特别是发展初期。发展初期市场营销费用占比非常高,吸引用户抢占市场的必然要求;越往中后期发展,营销费用绝对值相对比较稳定,占比则持续下降至维持稳定,后期更多的费用用于供应链管理、系统开发等方面。一些企业在借助电商浪潮实现快速扩张时过度关注”电子”力量推动下的速度、规模、流量,而忽视对商业本质的”盈利、可持续发展”关注,这已经成为当前摆在所有渠道商面前的最大挑战:即无论是多元、还是专业,无论是线下、还是线上,盈利可持续的商业体系才最根本。

虽然传统企业进入B2C市场的前景扑朔迷离,但中国电子商务呈现出来的越来越大的商机已经令不少传统企业纷纷试水。

企业布局电商之路策略:

第一步:洞悉产业生态,寻找差异市场。

通过研究产业成熟度等动态,快速了解”网上零售”产业的现状和趋势。目前,该产业正处于稳定发展期,细分市场逐步抬头,正在形成传统企业进军”网上零售”的好时机。

第二步:剖析商业模式。

通过对”细分化市场研究”与”竞争强弱度”两个维度剖析 “网上零售”主要商业模式,为企业提供更多的信息。无论是未来借助成熟B2C平台快速构建网上商城,还是自建B2C平台,我们都会提供更多的参考依据供决断。

第三步:分析借鉴竞争对手。

通过对市场份额变化情况和对手实力分析辨识”网上零售”的佼佼者,借鉴其成功之处。通过呈现业绩表现数据、信息监测、竞争实力等,了解仓储、配送、营销等全面的信息。

第四步:确定合作平台和服务商。

“网上零售”所涉及的支付、仓储、配送、运营、营销、系统、平台服务商,通过前期的分析都已经为最后的定义做好了全面的调研与分析。通过特有的模型与工具,轻松地归纳出适合的服务商。

(备注:以上部分内容非自己原创,为互联网上截取。)

55 thoughts on “传统企业布局电商4步骤模型

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