403 - Tap Hop Cac Case Ecom 2008 4th

8/6/2019 403 - Tap Hop Cac Case Ecom 2008 4th

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Phn tch cc m hnh kinh doanh in t thnh cng (eBusiness Analysis)

DELL NG DNG THNG MI IN T THNH CNG NTNNgun: Turban, Ecom for Managers 2006, tr. 2

Cu hi:1. Bi hc kinh nghim

2. Yu t m bo thnh cng3. So snh vi 1 website cng ngnh ti Vit Nam

Dell.comI. C hi v him haDell Computer Corp c Michael Dell thnh lp nm 1985 l cng ty u tincung cp PC qua mail. Dell t thit k cc my tnh c nhn v cho php khchhng t cu hnh v la chn h thng ty thng qua m hnh Build-to-Order.M hnh ny v ang to nn thnh cng ca Dell Computer. n nm 1993,

Dell tr thnh mt trong nm nh sn xut my tnh hng u trn th gii, eda trc tip n cc nh sn xut my tnh c nhn khc nh Compaq, bngmt cuc chin tranh gi c. Vo thi im ny, chin tranh gi c y Dell tthua l ny n thua l khc, nm 1994, Dell chu khon l khong 100 triuUSD. Cng ty ny thc s gp phi kh khn vo thi im ny

II. Gii phpInternet c thng mi ha vo nm 1990 v web tr nn ph bin t nm1993 em li cho Dell c hi m rng hot ng kinh doanh ca mnh. Delltrin khai h thng t hng trc tuyn (online-order-taking) v m cc chinhnh ti Chu u v Chu . Dell bt u cho bn cc sn phm ca mnhqua website Dell.com. Chnh hot ng ny to th mnh cho Dell trong cuccnh tranh vi Compaq, n nm 2000 Dell tr thnh cng ty cung cp PC hngu th gii. Vo thi im doanh thu ca Dell qua mng t 50 triu USD/ngy (khong 18 t USD/nm). Hin nay, doanh s kinh doanh qua mng caDell.com vo khong 50 t USD/nm i vi cc sn phm lin quan n mytnh t swich n my in.Marketing trc tip l hot ng thng mi in t chnh ca Dell, cc nhmkhch hng chnh ca Dell gm c:

- C nhn s dng cho gia nh v vn phng- Cc doanh nghip nh, di 200 nhn vin- Cc doanh nghip va v ln, trn 200 nhn vin- Cc t chc chnh ph, gio dc, y t

C hai nhm khch hng B2B v B2C u thc hin cc giao dch qua mng tidell.com thng qua h thng catalogue in t v x l n hng t ng.Dell cng trin khai h thng u gi in t ti dellauction.com thu ht thmkhch hng v cng c thng hiu.

M hnh thng mi in t B2B ca Dell.Phn ln doanh thu ca Dell t B2B, trong khi B2C c thc hin qua quytrnh tng i chun ha (catalogue, gi mua hng, thanh ton bng th tn

HSB iMBA 10, 6-2008 Bin tp: ThS. Nguyn Vn Thoan 1


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dng...) cc giao dch B2B c h tr nhiu dch v hn. Dell cung cp chohn 100.000 khch hng doanh nghip dch v h tr khch hng c bit(Premier Dell service).British Airways (BA) s dng Dell nh i tc chin lc. Dell cung cpkhong 25.000 my tnh xch tay v bn cho nhn vin ca BA. Dell cung

cp hai h thng mua sm trc tuyn cho BA, qua cho php BA theo di, muav kim tra cc n hng qua website c Dell customize ph hp vi BA.Ti website, BA c th la chn v cu hnh my tnh khc nhau sao cho phhp vi tng b phn kinh doanh ca mnh. Nhn vin ca BA thng qua hthng Intranet c kt ni vi h thng ca Dell cng c php la chn vt mua my tnh ph hp vi nhu cu s dng ca mnh.Dell cng s dng m hnh ny khi mua thit b, linh kin t cc nh cung cpca mnh, y l m hnh e-collaboration.

E-CollaborationDell s dng h thng rt nhiu nh cung cp do nhu cu lin lc v phi hpgia cc i tc rt ln. V d, phn phi sn phm, Dell s dng dch v caFedEx v UPS. Dell cng s dng ca cc cng ty logistics nhn, lu kho vvn chuyn linh kin, thit b t cc nh cung cp khc nhau. Dell s dng lith ca cng ngh thng tin v web chia x thng tin gia cc i tc nhmgim thiu hng ha lu khoCc n lc integration (B2Bi) ca Dell bt u t nm 2000, khi Dell sdng PowerEdge servers da trn kin trc ca Intel v h thng gii php phnmm webMethods B2B integration kt ni cc h thng qun tr ngun lcdoanh nghip (ERP-enterprise resource planning) ca khch hng, h thng muahng trc tuyn ca Dell vi cc i tc sn xut v thng mi . Dell xydng c h thng thng tin vi 15.000 nh cung cp dch v trn khp thgii.

Dch v khch hng in t (e-Customer Service)Dell s dng rt nhiu cng c v phng tin in t nhm cung cp dch vkhch hng tt nht. trin khai tt nht hot ng qun tr quan h khchhng (CRM-customer relationship management), Dell cung cp dch v h tr

trc tuyn qua mng 24.7 cng nh dch v quay s trc tip cho cc chuyn giah tr k thut. Cc dch v h tr a dng t x l s c, hng dn s dng,nng cp, downloads, tin tc, cng ngh mi... FAQs, thng tin tnh trng thchin n hng, my account, din n trao i thng tin, cng ngh v kinhnghim, bn tin v cc hot ng tng tc gia khch hng v khch hngkhc. S dng cc phn mm x l d liu (data mining tools), Dell c th phntch v tm hiu c nhiu vn lin quan n nhu cu v hnh vi ca khchhng t c k hoch v gii php phc v tt hn.

Thng mi in t trong ni b doanh nghip (Intrabusiness EC) nng cao kh nng sn xut theo n hng (build-to-order), nng cao chnh xc ca d on nhu cu v hiu qu trong d tr sn xut, gim thi



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gian t khi t hng n khi giao hng (order-to-delivery), nng cao dch vkhch hng Dell hp tc vi Accenture xy dng h thng qun tr chuicung cp (SCM- supply chain management). Hin nay h thng ny c sdng ti tt c cc nh my ca Dell trn khp th gii cho php Dell c ththch nghi vi mi trng kinh doanh v cng ngh bin i nhanh ng thi

duy tr c hiu qu hot ng cao nht.Dell cng t ng ha vic lp k hoch sn xut, d on nhu cu, qun trkho qua s dng cng ngh thng tin v m hinh e-supply chain.

Kt quDell tr thnh mt trong 5 cng ty c nh gi cao nht (most admired)ca tp ch Fortune t nm 1999. Dell xy dng hn 100 website cho tng thtrng quc gia khc nhau v duy tr li nhun mc khong 3 t USD / nm.10.000 USD u t vo c phiu ca Dell nm 1987 n nay u c gi hng

triu USD. Dell cng l nh ti tr chnh cho hot ng nghin cu v thngmi in t ti i hc Texas nm ti Austin ni Dell t tr s chnh. Dell cngtch cc tham gia hng lot cc chng trnh t thin v cc chng trnh h tro to tin hc, gim khong cch s cho cc vng nng thn.

Mt s bi hcDell xy dng mt m hnh thng mi in t in hnh.Bt u bng m hnh marketing trc tip i vi my tnh c nhn, sau btu kinh doanh qua mng.Tip n Dell p dng m hnh build-to-order (BTO) vi quy m ln, cho phpkhch hng la chn sn phm theo nhu cu.Dell thu c li nhun nh gim trung gian v gim lng hng lu kho. p ng nhu cu ln, Dell p dng m hinh th 3 l mua sm trc tuyn nhmnng cao hiu qu mua nguyn liu, thit b u vo (SCM), phi hp vi cci tc v nng cao hiu qu hot ng bn trong doanh nghip (B2Bi).Tip n Dell p dng m hnh e-CRM duy tr quan h tt vi khch hng.M hnh kinh doanh ca Dell tr thnh in hnh v c nhiu nh sn xutkhc p dng, c bit l cc nh sn xut t.



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AMAZON.COM V BN L TRC TUYNNgun: Turban, Ecom for Managers 2006, tr. 82



Model 2. Amazon.com Vua bn l trn mngI. C hiJeff Bazos, ngi nhn thy c hi bn hng qua Internet v la chn csn phm ph hp nht bn qua mng: sch. Qua cc nm, sn phm clin tc m rng t sch n cc sn phm khc, nng cao dch v khch hng,

b sung cc dch v cc i tc chin lc. Amazon.com pht trin t ca hng

sch ln nht th gii thnh ca hng ln nht th gii. Amazon.com nhnthy tm quan trng ca vic t chc thc hin n hng v kho vn. u thng triu USD vo xy dng hthng kho hng c thit k ph hp vi vicgiao hng trong bu kin nh n hng trm nghn khch hng. Th thch lnnht ca amazon.com vn l lm th no tip tc thnh cng trong khi hnglat cng ty khc tht bi, lm sao thu c v duy tr li nhun sau khi u t mt khon vn rt ln vo m hnh kinh doanh ny.

II. Cng ngh ca Amazon.comBn cnh ca hng trc tuyn, amazon.com m rng hot ng ra rt nhiuhng khc nhau nh: ca hng chuyn dng, v d nh ca hng k thut, chi. Amazon.com cng m rng dch v bin tp trong nhiu lnh vc khcnhau thng qua mng li cc chuyn gia trong nhiu lnh vc. Amazon.comcng m rng danh mc sn phm thm hng triu u sch qua s dng vkhng cn xut bn na. Amazon.com cng m rng sang cc sn phm ngoisch bn, nh lin kt vi Sony Corp. nm 2002 bn cc sn phm ca Sonyonline. Nhng c im ni bt ca ca hng trc tuyn ca amazon.com l dtm kim, d xem v t hng; nhiu thng tin v sn phm, nhiu bi bnh lun,nh gi, nhiu gii thiu, gi hp l v chuyn nghip; danh mc sn phm

rng, phong ph, gi thp hn cc ca hng truyn thng; h thng thanh tonan ton v thc hin n hng chuyn nghip.Amazon.com lin tc b sung cc tnh nng khin qu trnh mua sm trn mnghp dn hn i vi khch hng. Mc Gift Ideas a ra cc tng v qutng mi m, hp dn theo tng thi im trong nm. Mc Community cungcp thng tin v sn phm v nhng kin chi x ca khch hng vi nhau.Mc E-card cho php khch hng chn la v gi nhng bu thip in tmin ph cho bn b, ngi thn ca mnh. Amazon.com v ang lin tc bsung thm nhng dch v rt hp dn nh trn cho khch hng ca mnh.

Amazon.com cng m rng sang dch v h tr doanh nghip nh sn giao dchv u gi in t. Amazon Auctions cho php cc c nhn v doanh nghip nhtham gia u gi trc tuyn trn khp th gii. Dch v zShops cho cc doanh



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nghip thu gian hng trn Amazon.com vi mc ph hp l hng thng, chophp cc doanh nghip nh hin din trn mng v c th s dng h thng thchin n hng hng u ca Amazon.com. Khch hng c th mua sm trnamazon.com t PCs, cell phones, PDAs, Pocket PCs v dch v in thoi 121ca AT&T.

H thng CRM ca Amazon.com hot ng hiu qu thng qua cc hoat ngone-to-one marketing. T nm 2002, khi khch hng vo trang web ca amazont ln th 2 tr i, mt file cookie c s dng xc nh khch hng v hinth dng cho hi Welcome back, Tommy, v a ra nhng gi mua smda trn cc hot ng mua sm trc ca khch hng. Amazon cng phntch qu trnh mua sm ca cc khch hng thng xuyn v gi nhng emailgi v cc sn phm mi cho khch hng. Thng k kin, nh gi cakhch hng i vi cc sn phm cho php khch hng a ra cc la chnchnh xc v nng cao lng tin ca khch hng trong qu trnh mua sm ti

Amazon.con hn hn so vi mua sm truyn thng. Tt c nhng n lc ny caAmazon.com nhm to cho khch hng s thoi mi v yn tm hn khi muahng ng thi khuyn khch khch hng quay li mua sm tip. Bn cnh cngc tm kim c xy dng tinh t v hiu qu, amazon.com cn c h thngkho hng khng l gip em li nng lc cnh tranh hn hn so vi cc i thcnh tranh.T nm 1997, Amazon.com trin khai hot ng lin kt vi cc cng ty khc,n nm 2002 Amazon.com c hn 500.000 i tc hp tc gii thiu khchhng cho Amazon.com vi mc hoa hng 3-5% trn cc giao dch c thchin. T nm 2000, Amazon.com cng trin khai hot ng hp tc vi nhiui tc khc nh Carsdirect.com, Health and Beauty vi Drugstore.com,ToysRUs, Amazon.com cng k hp ng vi tp on Borders Group Inc.,cho php khch hng mua hng trn amazon.com n ly hng ti cc ca hngca Borders. Ngc li, Amazon.com cng tr thnh ca hng trn web ca cctp on bn l ton cu nh Target v Circuit City. Amazon cng c trang cngc search ca ring mnh ti a ch a9.comTheo nghin cu ca Retail Forward, Amazon.com c xp hng s 1 v bnl trn mng. Doanh thu nm 2003 t 5.3 t USD, nm 2005 t gn 7 t USD,chin khong 25 % doanh s bn l qua mng. Theo nh gi tnh hnh hot

ng ca Amazon.com hin ang c xu hng tt vi chi ph ang gim dn vli nhun ang tng dn.Hin nay, Amazon.com ang c danh mc sn phm vi 17 triu u sch, nhcv DVD/video v khong 20 triu khch hng, Amazon.com cng c danh mc1 triu sch ting Nht.

Nm 20012, Amazon tuyn b ln u tin c li l qu 1 nm 2001. Nm 2003,tng li thun t 35 triu USD. y c l l thnh cng ban u v cng l ththch ln nht hin nay ca Amazon.com cng nh cc cng ty bn l qua mngkhc.

III. Bi hc kinh nghim



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Danh mc sn phm, dch v khch hng, chin lc lin kt, hp tc vi cci tc, a dng ha sn phm v dch v



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P&G V QUNG CO TRC TUYNNgun: Turban, Ecom for Managers 2006, tr. 187


2. So snh vi 1 website cng ngnh ti Vit Nam3. Ti sao qung co trc tuyn ngy cng hiu qu hn cc hnh thcqung co truyn thng?

4. P&G s dng cc hnh thc nghin cu th trng nh th no?

I. Vn Th trng hng tiu dng vn c tnh ton cu v cnh tranh khc kit. Cccng ty khng l nh: Procter & Gamble, Colgate Pamolive, Unilever, Nettle,v Coca Cola u ang c gng cnh tranh vi hng trm sn phm t kem nh

rng, t giy n ung. tn ti nhng cng ty ny phi lin tc nhim cuth trng, pht trin cc sn phm mi v qung co lin tc. Nghin cu thtrng v qung co trong mi trng cnh tranh ngy cng khc lit c thchim ti 20% doanh s, t lm gim li nhun hn na nhng tht bi trongqung co cn lm gim doanh thu v nh mt th phn thm tr ph sn. iuny cho thy chin lc qung co hiu qu bao gm c qung co trc tuyn(web Ads) l ht sc cn thit. i vi cc cng ty trong ngnh cng nghimtiu dng.P&G l cng t sn xut hng ng gi ln nht M, vi hn 300 nhn hiu

v doanh s bn hng nm hn 55 t USD. P&G u t v qung co nhiu hnbt k cng ty no khc, khong 5 t $ mt nm. Vn P&G l lm th nos dng tt nht ngn sch qung co t c cc mc tiu ra.

II. Gii php:P&G bt u s dng qung co trc tuyn trn Internet cui nhng nm 1990.Trn cc cng thng tin ln (s dng Popup cho cc nhn hiu nh Scope &Tide) v trn website ca ring mnh. Vo nm 2000 cng ty c 72 website anghot ng. Thng thng mi site cho mt sn phm chnh (pampers.com,tide.com v crest.com).

Mt s website cho cc th trng ni chung (beinggirl.com, cho php cc khchhng thiu nin c th tm cu tr li cho nhng bn khon ca mnh;

pantene.com cho cc khch hng to cc mu tc ring v c t vn v tc;reflect.com cho cc khch hng la chn m phm). n nay, P&G l cngty bn l i u trong trin khai cc d n trn web ch yu tp trung vonghim cu th trng v qung co trc tuyn.Mc tiu chnh ca P&G l xy dng xung quanh mi sn phm chnh mt

cng ng ngi s dng trn web. Thng qua vic xy dng v duy tr websitecng ty hng ti cc mc ch sau:

- Pht trin s nhn bit vi cc nhn hiu v xy dng uy tn cho nhng nhnhiu chnh; thu thp thng tin v khch hng; gim chi ph qung co; tin hnh



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qung co n tng khch hng. Bn hng trc tuyn v c bit ha sn phmtheo tng yu cu ca khch hng (VD: reflect.com)- Cc c im khc ca chin lc qung co trc tuyn bao gm: Xy dngi tc Marketing chin lc (VD: eVillage.com), u t vo cc cng ty mi ctim nng (VD: Plumtree Software) v tham gia vo cc sn giao dch in t

B2B cng vi cc cng ty khc nh Unilever, Coca Cola, Hershey Foot, cng tytin tng rng cc chin lc Thng mi in t s em li v tr dn u vThng mi in t trn th trng. Tuy nhin, P&G cng nhn thy kh nngch thnh cng trong vic qung b cc nhn hiu.L do chnh khin P&G tung ra cc website nh tide.com, beingme.com l

thu thp gi liu khch hng. Nhng thng tin ny gip cng ty iu chnh chinlc Marketing v qung co hiu qu v chnh xc hn. C th nh:- Beingme.com cho php khch hng tr li cc cu hi iu tra t gii thiusn phm ph hp nht vi nhu cu ca h.

- Reflect.com cho bn nhng sn phm da trn cc s thch ca khch hng.- Physique.com cung cp cc kiu tc cho hn 600 nghn khch hng.

III. Kt qu:P&G ang tr thnh cng ty hng u v hng tiu dng trn mng v h snsng th tt c cc chin lc Thng mi in t. Thnh cng ca P&G trongng dng Thng mi in t gip cng ty hot ng tt trong thi k kinh tsuy thoi 2000-2003. Bng chng l c phiu tng 50% trong khi gi c phiutrung bnh ti sn giao dch chng khon New York gim 30%.



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COVISINT: Sn Giao dch in t trong ngnh t

www.covisint.com (ngun: p 249, Turban, Ecom for Manager 2006)Cu hi1. Bi hc kinh nghim t vic u gi cc thit b sn xut t

2. M t quy trnh mua sm qua u thu trc tuyn3. M t quy trnh hot ng ca Covisint hin nay

COVISINTTrn th gii hin nay c khng nhiu cc nh sn xut t khc nhau, tuynhin h mua linh kin, nguyn liu v cc b phn t hng nghn cc nh cungcp, nhng nh cung cp ny tip tc mua linh kin t hng nghn cc nh cungcp khc. Trc y qu trnh mua sm thng chm, tn km v khng hiuqu.

Vo ngy 25/2/2000, General Motor, Ford Motor v DaimlerClysler khai trngsn mua sm in t B2B vi tn gi Covisint. Mc tiu ca sn giao dch nynhm gim cc khu khng cn thit trong qu trnh mua sm thng qua tchhp v phi hp gia cc nh cung cp nhm gim chi ph tng mc thuntin v nng cao hiu qu trong ton b ngnh t. Tn gi Covisint l s kthp nhng nguyn tc c s dng khi thnh lp sn giao dch ny: CO cngha lin kt, phi hp, giao tip; VIS c ngha trc quan v cng c ngha ltm nhn v tng li ca qun l h thng cung cp; INT c ngha l gii phptch hp, cng c ngha l phm vi giao dch trn khp quc t.Mc ch ca sn giao dch ny nhm kt ni ngi mua v ngi bn trongngnh t thnh mt mng li duy nht. S minh bch v thng tin lm tngtc ra quyt nh v cho php kh nng giao dch c thc hin mi ni milc. Thng qua web h thng ny cho php ngi sn xut lp k hoch v cpnht thay i lin lc v thng bo n cho ton b thnh vin ca chui cungng, kt qu l cn t hng lu kho hn. Tng kh nng p ng nhu cu nhngthay i trn th trng nhanh hn.Trn thc t cc nh sn xut t s dng mng li hng trm chui cung ngkhc nhau. Do , h thng thng tin tr nn v cng phc tp v cc thnh vintrong chui cung ng cng cung cp cho nhiu nh sn xut khc nhau. S phc

tp ny lm gim hiu qu trong qu trnh giao dch v rt kh khn nh cungcp lp kt hoch sn xut theo nhu cu ca cc nh sn xut t.Covisint thay i c bn h thng thng tin trong ngnh t. Thay v m hnhKim t thp vi nhng nh sn xut t trn nh, Covisint s dng m hnhv lng vi cc nh sn xut nm trung tm v cc nh cung cp nm ccvng trn bn ngoi (tng t nh mm xoay trn cc bn tic). Nm 2004 c19 nh sn xut t nm trung tm ca Covisint.Mt trong nhng mc tiu chnh ca sn giao dch l thit k sn phm. Covisintcung cp cho nhng nh sn xut nhng pht kin ln nht trong ngnh t.

Kh nng tch hp v phi hp trong ton b chui cung ng h tr v phttrin sn phm ng thi trin khai sn xut. Hin nay Covisint thu ht30.000 nh cung cp.

http://www.covisint.com/http://www.covisint.com/


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Do quy m ln, qu trnh trin khai tng i chm, tuy nhin theo bo cothng 5 nm 2001 Daimler Clysler s dng Covisint thnh cng trong u thumua linh kin t vi tr gi 3 t USD trong bn ngy.u nm 2004 Computerware Corp. mua li Covisint v mc d c mt s khkhn v ti chnh cng ty ny vn phc v 20.000 thnh vin ti 96 nc.



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ASITE Sn giao dch in t trong ngnh xy dng

http://www.asite.com/ (ngun: Ecom for Managers 2006, Turban, tr. 263)B2B e-Marketplace trong ngnh xy dngCu hi:

1. Xc nh cc yu t m bo thnh cng ca m hnh ny2. So snh Webcor v Asite3. Truy cp Asite v m t nhng sn phm, dch v mi nht4. Ngun thu ca Asite t u?5. M t cc cng c u thu, mua sm v qun l

Asite l mt sn giao dch thng mi in t B2B trong ngnh xy dng tivng quc Anh, thnh cng ca website bt ngun t hot ng mua sm v

qun l d n xy dng. c im ca ngnh xy dng l c s phn tn,khong cch v mt vt l v truyn thng gia cc thnh vin ca chui cungng (nh thu, nh thu ph, kin trc s, nh cung cp nguyn liu) y lnguyn nhn chnh lm gim hiu qu hot ng xy dng.Asite.com c thnh lp thng 2 nm 2000 bi mt nhm nhng cng ty hngu trong ngnh xy dng. M hnh kinh doanh da trn hai li th ca Internet:kh nng thng tin nhanh hn, hiu qu hn v nng lc x l thng tin quaInternet. Hot ng vi vai tr l mt cng thng tin v cung cp dch v, cngngh cho cc i tc. Asite nhanh chng pht trin thnh mt cng thng tin lnnht trong ngnh xy dng.Asite thu ht i ng nhn vin t tt c cc i tc xy dng mt c s dliu v kin thc v kinh nghim cho tt c cc bn tham gia cng tham kho.Tip cng ty t mc tiu tr thnh cng giao dch in t ln nht Chu utrong ngnh xy dng.V c s h tng, Asite quyt nh KHNG t mnh xy dng m thay vo thit lp quan h i tc vi nhng nh cung cp c sn phm chuyn bit hacao ph hp. Cng ty thit lp quan h i tc vi Commerce One (cung cpgii php Cng thng mi in t), Microsoft (cung cp h tng cng ngh vcc ng dng nng ct), Attenda (thit k v qun l h thng c s h tng v

mng)Asite xy dng 7 sn giao dch trong Cng thng mi in t ca mnh nhm

phc v nhu cu ca tt c cc i tc trong ngnh xy dng. Bao gm: BuildingOwner, Developer, Trade Contracter, General Contracter, Engineer, Architect,Material Supplier. Thc hin tt c cc cng vic t thit k n mua sm v

phn phi. Quy trnh kinh doanh bt u t vic phn tch cc vn m cc itc gp phi v d nh mua sm khng hiu qu, thng tin khng y .Asite cam kt xy dng h thng i tc thng qua giao dch tng tc trn ccsn giao dch. Gii php thng mi in t ca Asite cho php kt ni vo sn

giao dch d dng v thun tin thng qua Internet, p ng nhu cu ca tt ccc cng ty t ln n nh.

http://www.asite.com/http://www.asite.com/


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Vic kt hp gia cc cng ty hng u trong ngnh xy dng, kinh nghimqun l, c s h tng cng ngh thng tin hng u, gii php cng ngh thngtin hng u cho php Asite xy dng mt sn giao dch lin kt ton b cccng ty trong ngnh xy dng.



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GTN (Mng vn ti ton cu)

www.gtnexus.com (Ngun: Turban, 2006, Ecom for Managers, tr. 273)Cu hi:

1. Xc nh cc yu t thnh cng ca GTN

2. ng lc thu ht cc thnh vin tham gia l g? (i vi cc cng ty vnti, cng ty bn l)3. Cc bin php nng cao cht lng dch v khch hng?

GTN - ng dng thng mi in t vo vn ti ng bin

Bn cnh nhng thnh cng ca cc sn giao dch v nguyn liu v sn phmnh ChemConnect v Covisint, mt s sn giao dch trong lnh vc dch v cngc xy dng v pht trin nhanh chng. Mt trong nhng cng giao dch in

t v vn ti ng bin c bit n vi tn gi GTN mng vn ti ton cu.GTN c thnh lp nm 2001 vi s tham gia ca 13 hng vn ti ng binchim tng s trn 40 % kh nng vn ti trn khp th gii v mt cng ty phnmm GTNESUS chuyn v cc phn mm trong Logistic ton cu v chuicung ng. Mc ch ca sn giao dch l phc v ngnh vn ti ng bin cth bao gm cc cng ty chuyn ch, ngi gi hng (v d nh Walmatt cccng ty xut khu), cc nh cung cp dch v (Ngn hng, i l bo him, cngty giao nhn v cng ty Logistic) s mnh ca sn giao dch l thay i v c

bn quy trnh vn chuyn hng trn phm vi ton cu thng qua s dng Internet cung cp cc dch v an ton v thun tin cho khch hng v ngi chuynch. xy dng cng giao dch ny ban qun l phi hp vi cc khch hng xc nh cc nhu cu v gii php p ng nhng nhu cu y. Cc gii phpB2B thng tp trung vo mt hoc mt s nhng modul c kh nng p ngmt hoc mt s nhu cu nht nh rt kh ph hp vi nhu cu vn ti do cn xy dng mt sn giao dch mi. Sn ny phi p ng c nhng giaodch c bn nh thu tu, bo gi, thanh ton, kim tra hng, thng lng vcc ph, qun l container v lp lch vn ti.GTN cung cp h thng bookingtiu chun ha, h thng x l chng t v h thng theo di hng ha ng thi

cung cp dch v h tr khch hng tt hn v hiu qu hn.Bn cnh GTN Ecommerce platform cng cung cp kh nng cc bit hacho php cc khch hng v ngi chuyn ch t thay i cc thng tin theonhu cu bao gm qun l cc ph, d bo nhu cu v phn b ngun lc.Li ch ca h thng ny i vi ngnh vn ti ng bin bao gm:

- Tng hiu qu v gim chi ph. Nghin cu nm 2002 ca Accenture ctnh chi ph tit kim t h thng ny t 5 10 %. Bn cnh GTNgip cc cng ty chuyn ch gim chi ph u t vo cng ngh thng tin xy dng h thng ring ca h.

- Tiu chun ha v d s dng. GTN t ng ha nhng giao dch c bnv to iu kin thun tin hn cho cc khch hng khi giao dch vinhiu nh cung cp trn mt sn c tiu chun chung.

http://www.gtnexus.com/http://www.gtnexus.com/


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- An ton v bo mt. GTN cung cp mt mi trng an ton v bo mtcho khch hng v ngi chuyn ch khi tin hnh giao dch qua Internet.

Ngnh vn ti ng bin ngy cng tr nn cnh tranh hn v i hi phi cs phi hp gim chi ph gia cc hng vn chuyn. H thng ca GTN giptng cng phi hp gia cc hng chuyn ch chia s h thng thng tin thng

qua chun m, tng cng giao dch thng qua Web.ng dng cng ngh thng tin hiu qu l yu t quyt nh n thnh cng caGTN. C s d liu c chun ha ph hp vi h thng ca tt c nhngngi s dng.Cc quy trnh giao dch cng tiu chun ha cho php ngi chuyn ch giithiu dch v n khch hng d dng v thun tin. Khch hng c th tra cuthng tin trn ton b h thng v booking mt cch thun tin. H thng cncho php cc bn tham gia tin hnh cc giao dch u thu trc tuyn. Thnhcng ca GTN c tp ch InforWorld nh gi l mt trong ba d n thnh

cng nht nm 2002.



15/35


CHEMCONNECT (Sn giao dch nguyn liu trong ngnh ha cht)www.chemconne ct.com (Ngun: Turban, 2006, Ecom for Managers, tr. 235)Cu hi:

1. Bi hc kinh nghim2. Yu t m bo thnh cng

3. So snh vi 1 website cng ngnh ti Vit Nam

CHEMCONNECT

1. Vn :Vic mua bn nguyn liu v bn thnh phm ha cht, nha v cc nguyn liulin quan c hng nghn cng ty trn khp th gii thc hin hng ngy.Trc khi c internet, qu trnh giao dch ny din ra vi tc chm, phn tn,km hiu qu v chi ph cao. Hu qu ca qu trnh ny l ngi mua phi tr

gi cao, ngi bn chu chi ph cao v cn nhiu trung gian t chc quy trnhmua sm.

2. Gii php:Ngy nay ngi mua v ngi bn cc sn phm ha cht v nha c th gpnhau trc tuyn thng qua nhng sn giao dch in t, in hnh lChemconnect.com (c thnh lp nm 1995). Cc cng ty hng u th giitrong ngnh cng nghip Ha cht, nh Bristish Pertroleum, Dow Chemical,BASF, Hyundai, Sumitomo, v rt nhiu cng ty khc v ang thc hin giaodch in t thng qua ChemConnect hng ngy. Nhng cng ty ny c th titkim chi ph, gim thi gian giao dch, tm c cc th trng mi v cc itc kinh doanh mi trn khp th gii. y l nhng ngi u tin tham gia thtrng in t B2B trong ngnh cng nghip ha cht.ChemConnect cung cp sn giao dch in t v cng thng tin cho hn 9000thnh vin trn 135 nc. Thnh vin ca ChemConnect gm cc nh snxut, khch hng, nh phn phi cc trung gian trong ngnh cng nghip hacht.ChemConnect cung cp cho cc thnh vin mt trung tm giao dch vi 3 hotng chnh:

- Trung tm giao dch cho ngi mua. Ti trung tm ny ngi mua c th tmngi bn trn khp th gii. Ngi mua c th ng cc yu cu cho hng(RFQs) cc th mi u thu, thng lng, m phn- Trung tm giao dch cho ngi bn. Ti y ngi bn c th cho bn cc sn

phm cho cc khch hng tim nng tham gia u thu vi hng nghn sn phmc u thu thng xuyn.- Sn giao dch hng ha. Ti sn giao dch ny kt ni cc sn giao dch in ttrn khp th gii v mt hng ha cht nha v cc mt hng lin quan. Ccthnh vin c th giao dch ti mi thi im tra cu cc thng tin cp nht

nht trn th gii. Cc nh kinh doanh c th cho mua, cho bn nhanh chng,b mt, an ton trong sut qu trnh giao dch. Cc thnh vin ca ChemConnectc th s dng trung tm giao dch nng cao hiu qu mua v bn thng qua

http://www.chemconnect.com/http://www.chemconnect.com/


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dch v t ng ha cho mua cho bn. Trung tm ny cho php cc thnh vinm phn hiu qu hn vi cc i tc hin ti cng nh tm kim i tc mi tham gia cc giao dch mua bn. Vi trn 9000 cng ty thnh vin trung tmthng mi l mt a im rt hiu qu c th tm c mc gi tt nht vnhng iu kin giao dch thun tin trn th gii. Bn cnh , cc thnh vin

c th truy cp c s d liu vi hn 63.000 sn phm ha cht v nha.ChemConnect l mt trung gian c lp, c nhng quy tc l hng dn c thm bo s cng bng trong cc giao dch thng mi. Tt c nhng quy nh

php l, quy nh v thanh ton, quy tc giao dch v nhng hng dn linquan c thng bo y v chi tit (ti chuyn mc Polices Fees and LegalInformation) m hnh doanh thu gm ph giao dch hng nm ca cc thnhvin, ph ng k u thu v u gi. Cc thnh vin ch tr ph cho cc giaodch c thc hin thnh cng.C 3 dch v trn u c cung cp trc tuyn thng qua Bloombeg.com, v

c chuyn sang 30 th ting khc nhau. Cc i tc cng cung cp rt nhiudch v h tr V d: Citigroups v ChemConnect cng phi hp cung cp mts dch v cho cc thnh vin. ChemConnect cng cung cp h thng thng tin kt ni vi cc thnh vin v qun l mt mng li khong 10.000 cng ty.

3. Kt qu:Li ch tng th m ChemConnect em li cho cc thnh vin l kinh doanhhiu qu hn, cc giao dch vi chi ph thp hn, qu trnh m phn giao dchnhanh chng hn.Cng mt qu trnh mua sm u thu truyn thng c th mt mt vi tunthm ch vi thng. Thng qua sn giao dch in t, mt cng ty t mua 100tn Axit phn phi n Urugoay vi gi ban u 1.1$/kg, c gim xung0.95$ qua 6 cho thu lin tip ch trong vng 30. Bn cnh ngi bn cngtm c nhiu ngi mua hn tiu th hng ha d tha.ChemConnect tip tc pht trin, m rng mng li thnh vin v tng slng giao dch hng nm ( tr gi giao dch trn 10 t USD nm 2004). Cng ty

bt u c li nhun nm 2004. Mt trong nhng yu t thnh cng l do 40cng ty ha cht hng u th gii nm gi 1/3 c phiu cng ty. Yu t th 2dn n thnh cng l cc doanh nghip trong ngnh s dng sn giao dch ny

thng xuyn. Yu t th 3 l cc thng tin th trng ca ChemConnect cphn phi trc tip qua Bloombeg vi h thng thng tin hng ti chnh hngu th gii.`



17/35


General Motor (Ngun: Turban, 2006, Ecom for Managers, tr. 278)Phi hp chui cung ng trong ngnh sn xut tCu hi



General Motor phi hp vi cc i tc trn mng nh th no

I. Vn phi i mtThit k t l mt qu trnh phc tp v mt nhiu thi gian. Ch ly mt qutrnh lm v d, ti GM, mi chic xe u phi tri qua frontal crash test. GMsn xut cc mu xe vi chi ph khong 1 triu USD mi mu xe, sau th vachm trc tip, nghin cu, ci tin v cho va chm li th nghim. Cho n

cui nhng nm 1990, GM vn sn xut v s dng n 70 mu xe th vachm trc tip cho mi model mi ca hng.Nhng thng tin v cc mu xe cng nh kt qu th va chm c chia x giakhong 10.000 nh thit k v k s ca GM ti hng trm b phn trong 16

phng th nghim ca GM, t ti nhiu nc khc nhau. Bn cnh , GM cnphi lin lc v hp tc vi cc nh thit k v k s ca hn 1000 nh cungcp. Tt c cc qu trnh lin lc v hp tc ny lm gim tc thit k v tngchi ph ca qu trnh ny. Thng mt khong bn nm GM hon thnh mtmu xe mi, do cc mu xe thng lc hu do th hiu ca ngi s dngthay i kh nhanh trong qu trnh hng pht trin cc mu xe mi.

II. Gii phpGM cng nh cc i th cnh tranh khc ang trin khai cc m hnh kinhdoanh in t ca mnh. Qu trnh ny bt u t gia nhng nm 1990, khiInternet ph cp v c tc tng i ph hp. Nhim v u tin ca GM lr sot li 7.000 h thng IT v gim xung 3.000 ng thi chun ha cc hthng ny theo mi trng web. GM s dng h thng Unigraphics ca hngeds.com cho php chia x cc thit k ha gia cc k s v nh thit k trctuyn qua mng. Bn cnh , GM s dng Microsofts NetMeeting v EDSs

eVis tng hiu qu phi hp, lm vic theo nhm qua mng. n nm 2003,GM nng cp ln phin bn eVis 4.0, cho php tt c cc nh cung cp, ln nnh u c th lin lc vi nhau v vi GM. Qu trnh ny thay i c bn vicnghin cu v thit k cc mu xe.Ly qu trnh thit k gh xe ca Johnson Control lm v d, GM gi cc yucu qua mng cho nh sn xut. H thng thit k ca Johnson Control leMatrix v ca GM l EDSs Unigraphic c lin kt v chia x thng tin vinhau nghin cu, thit k, th nghim cc mu khung gh, th nghim vchia x cc kt qu vi nhau, quy trnh ny gim chi ph khong 10%. GM cng

s dng cc m hnh m phng tin hnh cc th nghim va chm trc ytrn cc m hnh m phng. Cc phng th nghim ni ting ca GM thc hincc nhim v ny l Advanced Design Studio v Virtual Realty lab.



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III. Kt quHin nay, GM mt khong 18 thng cho ra i mt mu xe mi so vi bnnm nh trc y. Chi ph cng c gim ng k vi 10 mu xe phi thnghim so vi 60 mu xe nh trc y. Bn cnh chi ph ng k tit kim

c, thi gian xut xng ngn hn cho php GM sn xut cc mu xe hp vinhu cu th trng hn, em li nng lc cnh tranh cao hn.Nhng thay i ny tc ng tch cc n doanh s v li nhun ca hng. Mcd tnh hnh kinh t chung chng li, doanh s ca GM vn tng 6% nm 2002,li nhun qu 2 nm 2002 gp i so vi nm 2001. Nm 2004, li lp rp gim25%, gim chi ph lu kho 20%.

IV. Bi hc kinh nghimQu trnh thit k xe i hi nhiu bn trong v ngoi hng cng tham gia, phi

hp. Qu trnh ny thng mt nhiu thi gian v chi ph. ci tin qu trnhny, GM phi xy dng nhiu h thng thng tin to iu kin phi hpgia cc b phn trong v ngoi hng. M hnh ca GM khng ch bao gm muav bn qua mng, m m rng ra n s phi hp gia cc bn, ci tin cc quytrnh trong h thng cung cp v trong ni b doanh nghip (B2E).



19/35


E-Learning ti CiscoH thng o to trc tuyn trong ni b doanh nghip

Ngun: Turban, 2006, Ecom for Managers, tr. 329Cu hi:

1. Bi hc kinh nghim


1. Vn Cisco System l mt trong s nhng cng ty Hitech pht trin nhanh nht thgii, chuyn v cung cp cc thit b mng. H thng sn phm ca Cisco lintc c pht trin v nng cp do i hi lin tc o to v tp hun nhnvin s dng v tiu th nhng sn phm ny. Cisco nhn thy nhn vin, itc kinh doanh, sinh vin trong ngnh cng ngh thng tin u c nhu cu c

o to lin tc. Phng hc truyn thng khng th p ng c nhu cu oto ngy cng tng. Cisco cc kha tp hun t 6 n 10 ln mt nm tinhiu a im nhng vn khng p ng c s lng sinh vin ngy cngtng cng vi tc tng trng nhanh ca cng ngh thng tin lm cho vico to va tn km va khng hiu qu.

2. Gii phpCisco tin rng Elearning l mt gii php cch mng o to i ng lao ngv cc i tc nhng kin thc v k nng cn thit nhm bin s thay i vcng ngh tr thnh li th ca cng ty. V vy Cisco trin khai cc chngtrnh Elearning cho php sinh vin nghin cu cc phn mm phn cng v ccquy trnh s dng mi. Theo quan im ca Cisco khi mi ngi tham gia vohc trc tuyn h s nhn thc c y l cch nhanh nht, thun tin nht ly c thng tin m hc cn. trin khai Elearning, Cisco thnh lp ra mt lc lng Delta Force dochnh Tng gim c iu hnh John Chamber, Phng ITI v nhm gii phphc qua Internet. Nhim v u tin ca DF l xy dng hai cng Elearining,Cng th nht dnh cho 40 cng ty i tc v bn sn phm ca Cisco, Cng thhai dnh cho 4000 k s h thng nhm cung cp dch v sau bn hng.

khuyn khch nhn vin s dng h thng Elearning, Cisco p dng ccbin php sau:- Coi Elearning l mt phn bt buc ca nhn vin- Xy dng h thng Elearning vi cc cng c truy cp qua Internet d dng.- Gim s phc tp, tng s hu ch thng qua cc bi Test gip nhn vin tngcng kin thc v k nng nhiu hn l nh gi trnh hin ti.- Gip mi nhn vin vt qua c ci bi Test cn thit thng qua cc biluyn thi, ti liu hng dn v thi th.- To iu kin cho ngi qun l theo di, qun l tin hc tp ca nhn

vin nh gi s thay i v kh nng v kt qu cng vic



20/35


- a ra nhng phn thng c th nh c phiu, thng chc, tin thng chonhng nhn vin tham gia Elearning v t c nhng chng ch theo quynh.- Coi Elearning l mt thc o chin lc t trn xung di cho tt c cclnh o ca Cisco.

i vi cc nhn vin, i tc v khch hng ca Cisco t chc trung tmElearning Center For Excellence. Trung tm ny t chc o to ti c s caCisco cng nh c s ca khch hng thng quan Internet.Cisco cung cp hng lot chng trnh o to thng qua Elearning. V d nm2001 Cisco chuyn i mt chng trnh o to bn ngy ri c ging vinhng dn (ILT Instructor Led Traning) v h thng thng tin lin t chc caCisco thnh mt chng trnh o to trc tuyn. Mc tiu ca chng trnhnhm o to cc k s h thng, phng php bn hng, ci t cu hnh vvn hnh nhng cng ngh ch cht ca Cisco.

3. Kt quCh ring vi kha o to IOS, Cisco thng k c ROI nh sau:- Chi ph 12.400 USD xy dng ni dung chng trnh- Kha hc tit kim cho mi k s h thng mt ngy lm vic, 20 % chi ph ili n ca 1 tun ti San Jose. C th l khong 750 USD tin i li n v450 USD tin lng mt ngy, tng cng 1200 USD cho mt k s h thng.- Vi 17 k s h thng tham gia kha hc ln u tin tng chi ph tit kim l20.400 USD, v vy ch vi kha hc u tin Cisco b c tin chi ph vcn di ra 8.000 USD.- T thng 3 nm 2001 dch v IOS cung cp 2 kha hc mt thng cho 40 k sh thng.- Vi tin ny mi nm Cisco tit kim c 1.152.000 USD

Nm 2004 s lng ngi tham d o to trc tuyn ca Cisco t trn 12.000nhn vin bn hng, 150.000 nhn vin ca i tc v trn 200.000 sinh vin.Cng tnh n nm 2004 Cisco xy dng trn 100 chng trnh o to trctuyn. Sng kin Elearning gp phn khng nh vo thnh cng v ti chnhca Cisco.

4. Bi hcCu chuyn ca Cisco cho thy ng dng cng ngh thng tin vo o to nhnvin i tc v cng ng thng qua h thng Elearning l mt cng c o tort hiu qu. T n nay Elearing ngy cng tr nn ph bin ti cctrng i hc v c s o to.



21/35


7-ELEVENKim sot lng hnh trong kho qua ng dng CNTT

Ngun: Turban, Ecom for Managers 2006, tr. 374Cu hi:

1. Bi hc kinh nghim


1. Vn Mc d vi tn gi m ca t 7h.00 am 11h.00 pm, 27.000 ca hng trn khpth gii 7- Eleven vn hot ng 24/24h mt ngy to ra s khc bit rt nhiuvi nh bn l khc. Mt im khc bit ni bt ca chui ca hng bn l tr gi36 t USD ny l danh mc sn phm rng v a dng. Mt ca hng 7-Eleventrung bnh tiu th 2.500 sn phm khc nhau. Phn ln mt hng bao gm

bnh, n nhanh, sn phm sa l nhng mt hng d h hng cn c gimst v cht lng v gim t l h hng. T l ny c th nhanh chng tc ngti doanh thu ca ca hng.Hn na, th trng tiu th ca 7-Eleven rt rng, ln ti 6 triu khch mingy, tri rng trn mi mi phn on th trng c v la tui v thu nhp.V c phn on th trng rng v cc ca hng c v tr gn nhau, 7-Eleven rtlinh hot trong vic mua sm v qun l ca hng. Trn mt s khu vc, nhu cuca khch hng rt a dng nn nh qun l phi p ng c mi yu cu catng phn on th trng ny.Cui cng, quy m ca mi ca kho hng thng nh. Bt k l hng ha vcng a dng v s lng ln th lng hng lu kho vn c duy tr mc tithiu. Ti mi thi im, phn ln lng hng tn kho ca 7-Eleven c chtrn xe ti trn ng ti ca hng.Quy m ca kho hng nh c ngha l thng ch c 2 hoc 3 quy thanh tonhay cn gi l POS (point-of-sale). Bi v khch hng mun mua hng nhanhchng, cc phn cng v phn mm POS phi hot ng rt nhanh v p ngkp nhu cu . Nu kho hng khng hot ng hiu qu th kh c th tn tic.

2. Gii php.Sherry Neal l nhn vin kho hng lnh ca 7-Eleven ti Rockwall, Texas. Chcn theo di trn mn hnh mt my tnh cm tay nh l c c th tm c dliu bn hng trong vng 4 tun. Thng qua mng my tnh khng dy, qun lca hng 7-Eleven c th t hng cho ngy tip theo m khng cn di khi

bn lm vic ca mnh.Cng lc , mt li xe ti ang sn sng ch nhng thng sa em giao thngi qun l kho hng dng anh ta li, Ch mt cht ngi qun l khoni v xem thng s ti u c RFID ca mnh, Nhng thng sa ny b

hng. Mc d, hin ti chng ang c bo quan nhiu tt, nhng chng b hm nng trong 9 ting ngy hm qua. Chng ta khng ly nhng thngsa ny na. Nhng thng khc u t tiu chun, hy giao chng i.



22/35


Cu chuyn v chuyn giao sa va ri c th ch l chuyn k, nhng my tnhca Sherry Neal l c tht, v cng ngh ca ny hin ang c s dng rngri ti cc ca hng ca 7-Eleven.C 2 cu chuyn trn u ni n cng ngh nhn bit qua tn s radio (RFID).Khi ng gi mi sn phm, ngi ta gn thm mt con chip cha ng cc

thng tin v ngy sn xut, ni sn xut, s l, ngy bn hng. Chip v antennh c gn vo mt ming nha nh bng ng 25 xu. Khi c kch hotbng sng radio ca my RFID, con chip chuyn ti thng tn n my c vnh qun l c th so snh c hng trong kho, vi doanh s bn hng v thng mi. Cu chuyn v l sa trn c da trn th RFID thng minh cth lu li nhng thay i v mi trng, tuy nhin cng ngh ny hin cn rtt v cha th s dng rng ri.Keith Morrow gim c cng ngh thng tin ca 7-Eleven cho bit, chui cahng ca ng c bit ch trng ti RFID v phng php theo di ny lm ng

rt hng th. ng ni: Chng ti mun nhng thng tin mc chi tit hn,c bit l i vi cc sn phm thc n v sa. Trong mt th gii hon ho,chng ta c th kim sot c (mi th) thng qua thi gian s dng ca sn

phm ti sng.Nhng chi ph l bao nhiu? ng Morrow cng cho bit thm rng ng cng longi v gi c: Vic ny s khin cho gi ca mi chic sandwich ln ti baonhiu? Hin nay, gi ca mi th RFID v u c qu cao v kh c th ph

bin rng ri cng ngh RFID. Tuy nhin, ngi ta hy vng gi ca cng nghRFID s gim mnh v c s dng rng ri trong na thp k ti.Trong mt thi gian ngn, 7-Eleven k mt hp ng hp tc phn mm POSc quyn vi cc hng sn xut phn cng nh HP, NCR v NEC. Cng nhny ang c trin khai trn hn 5.300 a im trn ton nc M v ha hnthay i c cch lu kho hin nay. Cng ngh ny em li tc xut hngcao hn, nhng ch l khi u. Cng ty d kin s sm th nghim ththanh ton tr trc s dng sng radio ti cc ca hng Texas v Florida.

Nhng th radio ny cng ging nh th Speedpass ca Exxon Mobil Corp. Sgip 7-Eleven kim tra hng xut kho nhanh hn bao gi ht.

3. Kt qu

Cc chuyn gia ca 7 Eleven cho rng h thng kim sot hng lu kho s gipqun l xc nh lng hng cn thit ph hp vi nhu cu. Cc thit b khngdy gip cc ngi qun l ca hng gii quyt c cc kh khn trc y :t hng ng s lng cn thit cho mi mt hng. t hng thiu c ngha lgim doanh thu, t hng tha c ngha l tng chi ph.Cc thit b khng dy ny c mn hnh cm ng, nh sn phm do d dngs dng v c chnh xc cao.

4. Bi hc

7 Eleven l mt trong rt nhiu cng ty ang s dng cc thit b di ng qun l hng lu kho tt hn, tng hiu qu kinh doanh, ci tin dch v khchhng v tng li nhun. Trn thc t WALMATT cn tin xa hn bng cch s



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dng cng ngh RSID. Cc doanh nghip ang trang b cho lc lng bn hngmy tnh cm tay, cung cp cho khch hng dch v Internet khng dy min

ph...



24/35


EBAY: Website u gi ln nht th giiNgun: Turban, Ecom for Managers 2006, tr. 425Cu hi:



Ebayn nay, eBay l mt trong cc m hnh kinh doanh in t thnh cng v c limc li nhun hng u hin nay. tng kinh doanh n vi Pam Omidyar,mt nh su tm cc c, c bn trai ca Pam l Pierre Omidyar phttrin thnh mt m hnh u gi trc tuyn rt thnh cng.

Gii php

Nm 1995, Omidyar thnh lp mt cng ty u gi vi tn gi AuctionWeb, sauc i tn thnh eBay vi s sn phm c a ln u gi trung bnh500,000/ ngy. n nay c khong 20 triu ngi s dng eBay. Hot ng kinhdoanh u tin ca eBay l cung cp mt sn giao dch in t tin hnh ccgiao dch u gi C2C. Trong m hnh ny, my tnh m nhim vai tr cangi t chc u gi. Trn eBay, ngi ta c th u gi hu nh mi th.eBay thu mt khon ph khi ng tin u gi v tr gi cc giao dch u gi. Phng thng tin u gi cng c chia theo cc mc khc nhau, ph cao nhtginh cho cc sn phm u gi c ng ti trn trang ch.Quy trnh u thu c bt u khi ngi bn in vo form thng tin v ngti trn eBay. Ngi bn cng phi t ra mc gi ti thiu v thi gian hiu lcca cho bn. Nu u gi thnh cng, ngi mua v ngi bn c th thnglng hnh thc thanh ton, giao hng, bo hnh v cc iu khon khc. eBayng vai tr trung gian, qua , ngi mua v bn c th tin hnh giao dch.eBay khng tham gia cc hot ng nh lu kho hng, giao nhn nhAmazon.com v cc nh bn l khc. eBay ch yu phc v cc khch hng cnhn, tuy nhin cng c nhng dch v m rng ra cho cc khch hng l doanhnghip.

Nm 2001, eBay bt u tham gia u gi cc tc phm ngh thut vi

www.icollector.com v www.sothebys.com Do khng thu c li nhun, nm2003, eBay v sothebys tch ring thnh hai mng hot ng, theo eBayqung b hoat ng u gi truyn thng ca Sothebys trn Live Auction vng thi y mnh hot ng u gi cc c v m ngh.Bn cnh eBay m rng hot ng ra quc t, n nay c khong 31 nctham gia, trong in hnh c M, Canada, France, Sweeden, Brazil, Anh,Australia, Singapore v Japan. eBay cng c nhng sites ring ti mt s ncnh Trung Quc, n , Hn Quc v Nht Bn ti cc hot ng hin naychim 46% doanh s ca eBay. Ngi mua t hn 150 nc tham gia cc hot

ng ca eBay. eBay cng cho php cc doanh nghip tham gia u gi cc snphm cho c m hnh B2B v B2C.

http://www.icollector.com/http://www.sothebys.com/http://www.icollector.com/http://www.sothebys.com/


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eBay xy dng c 60 trung tm u gi ti M, cho php ngi mua c thtm nhng sn phm ti cc vng ln cn, thm ch gp trc tip tin hnhgiao dch. Bn cnh , eBay cng c nhng site u gi chuyn ngnh nh tti eBay Motors. Giao dch c th c thc hin ti mi ni, mi lc. Giao dchthng mi in t khng dy cng c trin khai.

Nm 2002, eBay Seller Payment Protection c trin khai m bo thanhton c thc hin an ton hn. Ngi bn c bo v tt hn v trnh ccc thanh ton bng th v sc gi. Khi thnh cng v c hng chc triukhch hng, eBay bt u m rng hot ng sang lnh vc bn l. y c thl phn ng trc vic Amazon.com m dch v u gi, nhng cng c th l

bc pht trin hp l ca vic a dng ha hot ng kinh doanh. n cuinm 2003, eBay cng xy dng xong mt s site chuyn v mt s ngnhhng nht nh.Bn cnh eBay Motors, half.com v PayPal dn dn c eBay mua li.

Mt m hnh thnh cng na l eBay Stores, ti eBay cho cc c nhn v tchc thu li din tch trn kinh doanh. Cc khch hng c th s dngdin tch ny mua bn hoc u gi. Nm 2002, eBay gii thiu dch vBusiness Marketplace, ti a ch ebay.com/businessmarketplace. Site ny tptrung tt c cc u mi mua bn ca doanh nghip trn c doanh nghipc th tm c mi th mnh cn ti mt a im.

Kt queBay thc s c tc ng ln i vi hot ng kinh doanh in t. Cc m hnhca eBay khng ch nhm thu li nhun m cn xy dng c mt cng ngln duy tr cc hot ng . Vi tng s thnh vin nm 2004 t 125 triungi, theo bo co ti chnh ca cng ty, doanh s bn hng qua eBay t 40 tUSD em li cho cng ty doanh thu khong 3 t USD v li nhun khong 500triu USD.C th thy, ni duy nht hin nay mi ngi ang tin hnh giao dch thngmi trc tuyn nhiu hn truyn thng l u gi in t. Bn l in t hin nayvn thp hn bn l truyn thng 5%



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AMAZON.COMThc hin n t hng ti Amazon.com

Ngun: Turban, Ecom for Managers 2006, tr. 531

Cu hi:

1. Bi hc kinh nghim2. Yu t m bo thnh cng3. So snh vi 1 website cng ngnh ti Vit Nam

Amazon.com thc hin n t hng nh th no?1. Nhng kh khn:Vi hnh thc bn l truyn thng, khch hng i n ca hng mua sm vmang hng v nh. Vi hnh thc bn l trc tuyn, khch hng t hng quamng v hng ha c ch n nh ca khch hng. Do , vic lu kho hng

ha tr nn ht sc cn thit. Tuy nhin, vic ny i hi nhiu chi ph v thigian, thm ch lm trit tiu cc li th ca bn l trc tuyn. Amazon.com, vuabn l trc tuyn cng phi i mt vi vn ny.Khi thnh lp vo nm 1995, m hnh kinh doanh u tin l Virtual Retailinghay bn l o vi khng ca hng, khng c hng trong kho v khng c hthng phn phi. tng kinh doanh ban u l ch chp nhn nhng n thng qua mng v chp nhn thanh ton. Sau cc bn cn li thc hinn t hng. Trong thi gian ngn Amazon.com nhn thy m hnh kinhdoanh ny c th ph hp vi cc ca hng bn l nh nhng khng th ph hpvi mt ca hng bn l khng l Gyalti-Tailer

2. Gii php:Amazon.com quyt nh thay i m hnh kinh doanh v t s l hng lu kho.Cng ty u t khong 2 t USD xy dng kho hng trn khp nc M.V nhanh chng tr thnh cng ty hng u v qun l kho hng, t ng hakho hng, ng gi, v qun l h thng cung cp. Vic t chc phn phi hngn khch hng c cng ty thu li dch v ca UPS v U.S.Postalt-Service.Amazon.com thc hin hng triu n hng mt cch hiu qu nh th no?Bc 1: Khi 1 khch hng t hng trc tuyn, my tnh kim tra v tr ca

nhng mt hng. My tnh cng xc nh trung tm phn phi no trong hthng ca Amazon.com s thc hin n hng ny. Trong trng hp khc, mytnh cng c th xc nh nh cng cp s thc hin n hng ny nuAmazon.com ch ng vai tr trung gian, bn l. n t hng c truyn trctip n trung tm phn phi hoc nh cng cp. Sau y chng ta s xem xtqu trnh t chc thc hin n hng ti cc trung tm phn phi caAmazon.com, vi din tch khong 80 nghn m2 t ti Ferny-Nevada.Bc 2: Qun l kho hng, ngi qun l kho hng ti trung tm phn phinhn tt c cc n hng v iu phi trc tuyn n cc nhn vin c th.

Bc 3: Cc mt hng (sch, games, CD) c lu kho trong cc khoanghng trn gi. Mi khoang hng c mt n v mt nt iu khin. Khi nt hng i vi mn hng no c xc nhn th n s t ng bt sng.



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Ngi giao hng i dc theo gi hng v nht mn hng ra khi n hng. Saukhi nht mn hng nhn vin n nt Reset li hng. Nu n tip tc bt sngth h li nht thm mt mt hng. C th lp li n khi n tt hn.Bc 4: Cc mn hng c t vo mt bng truyn trong h thng bngtruyn di khong 15.000m ti mi kho hng.

Bc 5: Hng trn bng truyn c chuyn n v tr trung tm, ti m hngc kim tra vi tng n mt hng. Sau c tip tc chuyn n khu vcng gi. H thng my tnh x l cc n hng ng thi cho php cc mthng c ly t nhiu im khc trong kho. Chuyn n cng mt a im ng gi.Bc 6: Nu khch hng yu cu gi qu, vic ny s c thc hin bng tay.Bc 7: Cc kin hng c ng gi, cn nng, dn nhn v chuyn n 1trong 40 cng giao hng ca kho. T y, hng c chuyn n UPS hocUSPS. Trong ton b quy trnh hng lun c Scan ly thng tinh v tnh

trng hng ha.3. Kt quMi kho hng c th phn phi c 200.000 mt hng trong mt ngy. Tt c 5kho hng c th gi n 3 triu mt hng trong mt mt ngy trong thi k caoim ca cc ngy l. Tuy nhin, trong nm 2004, nhng kho hng c kh nng

phn phi c 1 triu mt hng trong mt ngy, v s chm tr xy ra trongnhng gi cao im. Amazon.com cho nhng nh bn l khc thu li mt phnkho hng (VD: Target v Toyrus). H thng ny em li kh nhng choAmazon.com nh gi thp hn v c nng lc cnh tranh cao hn, c bit tkhi cng ty tr thnh mt siu th bn hng trc tuyn khng l vi hng nghnmt hng c bn thng xuyn. T nm 2004 cng ty bt u c li nhun nnh. tng hiu qu cc mt hng c ghp vo trong mt chuyn hng. Nu kchthc qu nh. Vic nhn hng tr li c thc hin bi mt cng t chuyntrch l Alterac.com t ti Aborn Washington.

4. Bi hc: Amazon.com cho thy s phc tp i vi vic thc hin n thng i vi cng ty bn l trc tuyn ln trn mng. Thc hin n t hng l

mt phn ln ca TMT. V l yu t quyt nh thnh cng v s bn l trnmng.



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SEARCH WARSNgun: Turban, Ecom for Managers 2006, tr. 580



1. Vn Mt trong nhng lnh vc cnh tranh nht trn Internet hin nay l SearchEngine. Nhng thng hiu hng u c k n l Excite, Lycos,Altavista,Inktomi. Nhng cng c search ny ch yu da vo phn tch cc t kha ntn sut cc v tr t kha trn cc trang Web n nay vn c c rt t cc linhun. V d Altavista do Digital Equipment pht trin nhm th hin phn cng

vi cng sut cao ch khng h em li li nhun cho DigitalCuc chin trn Web bt u t nm 1998 khi Google gii thiu cc ng linkc a chung. Google nhanh chng tr thnh cng c search u tin hngu v cng l cng c u tin c c li nhun, ngun thu ca Google chyu t qung co v chin dch IPO thnh cng vo gia nm 2004.T nm 2004 cng ty tham gia vo lnh vc ny. Thng 2 nm 2004 Yahoo thay i m hnh Web Directory thnh Internet Portal vi cng c Yahoo Searchc xy dng trn cng ngh ca Altavista, Inktomi v AlltheWeb. Thng 9nm 2004 Amazon.com gii thiu A9.com cho php ngi dng lu tr nhngthng tin tra cu, ghi ch ngay trn trang Web. Thng 11 nm 2004 Microsoftchy bn th nghim MSN search thc hin chin lc ca BillGate: chng ti

b qua th trng Search trn Web l mt sai lm nhng chng ti s ui kph. Microsoft tch hp cng c search trn Web v trn destop vo trongWindow t nm 2006.Google cng phi i mt vi nhiu cng ty nh hn trong lnh vc tm kimtrn Web: nh Teoma.com, dipsie.com, clusty.com, snap.comtt c nhngcng ty u mun tr thnh Google tip theo. Vi li nhun v ting tmGoogle t c tuy nhin chin thng trong cuc chin ny ph thuc vosc mnh . Theo ngi sng lp ra Internet Archeive 20 % giao dch trn Web

tp trung vo 10 Website hng u.

2. Gii php i mt vi cuc cnh tranh ny Google a ra nhiu cng c da trn nnglc v cng ngh search. Rt nhiu cng c trong s ny c cung cp vi bin

bn th nghim bao gm:Froogle.com, catalogs.google.com, news.google.com, scholar.google.com,Google cng gii thiu google wireless, google group, google answear. Vmt chin lc google ang tn dng thng hiu hng u v cng ngh v cc

lnh vc vt ra ngoi lnh vc tm kim trn Web.i khi nhng d n ny yGoogle vo cnh tranh trc tip vi nhng cng ty khng l trong thng miin t.



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- Print.google.com tng t vi chc nng ca amazon.com search insidethe book

- Gmail.google.com cnh trang trc tip vi hotmail v yahoo- Google destop cnh trang vi chc nng tm kim ca window.

3. Kt quNhng dch v mi m Google tung ra tn dng kh nng v cng ngh search tm kim th in t sch v file trn my tnh vt ra ngoi phm vi tmkim trn web. Nhng chin lc ny ca Google nhm thc hin s mnh toorganize the worlds information and make it universally useful and accessible.V mt ti chnh, Google cng chng t thnh cng vi doanh s 806 triu USDtnh ring trong qu 2 nm 2004. Thng 11 nm 2004 gi tr google l 52 t USD

bng cng hng Ford v General cng li.Chin lc tip theo ca Google l g? Theo cc chuyn gia ti chnh hot ng

chnh ca Google l cng ngh tm kim, doanh s v li nhun ch yu tqung co ging nh cc cng thng tin MSN v Yahoo. Liu nhng chin lcm rng ca Google vo cc lnh vc mi c lm phai m ting tm v linhun ca cng c search s 1 th gii hay khng ? Nhng chin lc ny ccn thit h tr s pht trin chin lc ca Google hay khng ? M hnh kinhdoanh thc s ca Google l g ?Cu tr li i vi nhng cu hi ny s quyt nh chin lc tip theo caGoogle trong khng gian s.

4. Bi hcTrc ht nhng chin lc Google ang thc hin l ph hp vi th mnh vcng ngh search v gi tr nng ct m google em li cho khch hng ph hpvi khu hiu To organize the world informationGoogle khng phi l cng c search u tin nhng google l cng c searchtt nht v thnh cng nht trn lnh vc tm kim. Google cng hy vng thnhcng nh vy vi gmail v googleprint.Google s dng thng hiu ny vi tt c nhng dng sn phm mi nhgoogle new, gmail.



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NG DNG eCRM

Cu hi:1. Ti sao CIGNA phi trin khai TMT?2. Hy ch ra hot ng CRM c CIGNA thc hin?

3. Cc hot ng CRM c lin quan g n thc hin n hng trong ngnhdch v?4. H thng CNTT v TMT ci tin v thc hin n hng nh th

no?

Cng ty CIGNA cung cp dch v v ci tin dch v CRM nh th no1. Nhng kh khnCIGNA (cigna.com) l mt trong 4 cng ty bo him ln nht ca M. Viccnh tranh ngy cng gia tng trong ngnh bo him khin cng ty gim ln

nhun khong 500 triu $ nm 2002 v gi c phiu gim 40%. Bn cnh ,cng ty cng chu nhiu p lc khc ca th trng.Trc ht, cng ty, cng vi mt s cng ty bo him khc l Aetna v

Humana, b a ra ta, hng nghn cc bc s trn khp c nc kin v theo hcc cng ty bo him ny chm tr trong vic tr tin cho bnh nhn ca h.Cc bc s buc ti cc cng ty bo him chm tr thanh ton v t tri thanhton gim chi ph.Th 2: Lc lng bn hng ca CIGNA trong khi c gng dnh nhng khchhng ln trc bi cnh cnh tranh ngy cng tng cam kt rng cng ty strin khai mt h thng TMT cung cp dch v khch hng tt hn, tuynhin h thng ny vn cha c xy dng xong.Th 3: Vic qun l CIGNA ang chu p lc gim chi ph sau khi li nhun suygim. Do , ban qun l mong mun c mt h thng mi gp phn gim chi

ph v tng hiu qu.2. Gii phpCIGNA a ra mt k hoch ln nhm nng cp h thng thng tin vn cxy dng t nm 1992 thnh mt h thng TMT hin i. K hoch ny nhmtch hp cc hot ng ng k, s l v dch v khch hng. T cc yu cuv y t c th c x l nhanh hn v hiu qu hn. ng thi cc nhn vin

dch v khch hng cng c th tip cn vi khch hng hn. thc hin cc mc tiu trn, CIGNA phi cng c h thng c v tch hp

vo h thng mi. T , CIGNA pht trin ra hai h thng tch hp: Mt hthng kim tra nh gi cc yu cu tr bo him v mt h thng khc thu ph

bo him. B phn Cng ngh thng tin xy dng ton b c s CNTT tu c th h tr hai h thong ny. lm c iu ny, B phn CNTT ci t ton b c s h tng CNTT.CIGNA thu cng ty KAP Gemini ERNSTYOUNG h tr trin khai vic

thay i quy trnh kinh doanh v qun l. CIGNA cng phi hp vi CGEY

pht trin v trin khai cc ng dng TMT nhm cho php khch hng c thng k, kim tra yu cu bo him, kim tra cc li ch bo him v la chncc gi bo him khc nhau hon ton trc tuyn. Nhng ng dng ny cho



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php nhn vin phc v khch hng c th nhn tng th tng tin v tng tikhon v t nm c tng th qu trnh giao dch vi tng khch hngnhm phc v khch hng tt hn.

3. Kt qu:

Vo thng Ring nm 2002, h tng CNTT v dch v khch hng tr gi 1 t $ca cng ty CIGNA i vo hot ng vi 3,5 triu khch hng ca h thng cc chuyn sang hai h thng mi trong vng vi pht. Mc d c mt s trctrc trong vic chuyn i sau 6 thng CIGNA thnh cng trong vic sa liv h thng mi bt u chnh thc hot ng. Cng ty cng khai trngwebsite mycigna.com mt cng thng tin trc tuyn gip khch hng c th tracu thng tin li ch ca h, la chn, so snh cc k hoch bo him, kim tratnh trng thanh ton bo him, truy cp cc thng tin lin quan n y t v thamvn trc tuyn.



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WAL-MART: CLICK & MOTARXu hng ng dng thng mi in t trong ngnh bn lCc cu hi:

1. So snh Wal-Mart.com v Amazon.com ch ra nhng im tng ng vnhng nt ring ca 2 Website?

2. nh gi kh nng cnh tranh ca Wal-Mart v Amazon.com. Phn tchcc iu kin thnh cng ca Wal-Mart khi tham gia Thng mi in t?3. So snh qu trnh mua hng walmart.com v amazon.com?4. Khch hng nc ngoi c nhng li ch g khi mua hng walmart.com?

WAL-MART bn hng trc tuynL tp on bn l nht nht trn th gii vi 2971 ca hng ti Hoa K,khong 1355 ca hng trn khp th gii v 528 CLB Sam. Wal-Mart tuyndng khong 1,5 triu nhn cng. Khu hiu ca cng ty l: Ai l s mt?

Khch Hng. Wal-Mart xy dng c hnh nh thng qua vic t chchiu qu qu trnh bn l v qun l h thng cung cp, chin thng i th cnhtranh bng chin lc gi thp. Tuy nhin, Wal-Mart gp phi mt vn trongchin lc bn hng trc tuyn l: Yu t nhn khu hc ca khch hng. Thtrng mc tiu ca Wal-Mart l cc h gia nh vi doanh thu 25 nghn USD.Trong khi thu nhp trung bnh ca khch hng l 60 nghn USD.Bt chp s khc bit ny vic bn hng trc tuyn (ch yu l m nhc, du lch

v hng in t qua website walmart.com cng chim 10% doanh s bnhng ca Wal-Mart ti Hoa K. i th cnh tranh lu i ca Wal-Mart lKmart Inc cng ang c gng thu ht khch hng mua hng ti websiteKmart.com bng cch cung cp dch v internet min ph. Kmart cng tn cng

bng cc chiu thc gim gi. Tuy nhin, chin lc ny lm gim li nhun caKmart nghim trng v dn n s ph sn vo nm 2002.Wal-Mart cng tng cng h thng TMT bng vic lin minh vi AOL vonm 2001 cng cp internet n vng ngoi v nng thng c bit lnhng vng cha c ca hng ca Wal-Mart. Mc ch ca Wal-Mart l thu htnhng phn on th trng mi v gim tc ng i vi cc ca hng hin ti.Wal-Mart cng s dng m hnh bn l thch hp kt hp gia TMT v TMtruyn thng.

Vo nm 2002 Walmart.com i vo giai on n nh cho php khch hngmua hng, kim tra tnh trng n hng, dch v h tr khch hng, tr li hng,tm kim ca hng. Bn cnh cung cp mt s dch v nhm xy dng cngng nh chia s nh.Mc d Wal-Mart mi ch cung cp mt s mt hng trc tuyn, nhng s

lng mt hng ngy cng tng. Nm 2004, Wal-Mart bt u bn cc bi httrc tuyn vi gi 88p mt bi cnh tranh vi Apple Itune. Cc mt hng c githp hn 5$ khng c bn trc tuyn. Website thu ht khong 8 triu lt ngixem mi tun. Thng 11 nm 2004 theo thng k s lng ngi truy cp tng

so vi cng k nm 2003.Trong nm 2005 Wal-Mart tng cng thm nhiu sn phm mi vo bn trctuyn. Cc khch hng nc ngoi cng c th mua hng trc tip t Website



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hoc nhn hng t cc i tc ti nc . VD: Mt khch hng Anh c thmua hng Wal-Mart nhng nhn hng ti Asda.



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GENERAL MOTOR: Sng kin thng mi in t B2BCu hi:

1. Bi hc kinh nghim2. Yu t m bo thnh cng3. So snh vi 1 website cng ngnh ti Vit Nam

I. i mt vi kh khnGM l nh sn xut t ln nht th gii vi sn phm bn trn 190 nc v cnh my trn hn 50 nc. Do sc p cnh tranh trong ngnh sn xut t ngycng tng, GM lun tm cch tng hiu qu sn xut. GM trin khai mt m hnhkinh doanh in t vi mc tiu sn xut t theo m hnh ny trong vi nmti vi chi ph tit kim hng triu USD nh gim chi ph lu kho thnh phm.Hin nay, GM vn ang bn t theo yu cu khch hng ti cc website ca

nhng nh phn phi, phng php ny c th gip GM trnh c xung t vicc nh phn phi khng do GM s hu. M hnh ny i hi cc nh phn phica GM phi chia x thng tin v sn phm, dch v v bo hnh vi nhau vvi cc nh cung cp ca GM.Bn cnh , GM cng phi i mt vi vn kinh in ca cc nh sn xutln v khu hao my mc, thit b (khi cng ngh cng pht trin, nng sut ccmy mc ny cng gim so vi tiu chun chung trn th trng). GM thng

bn cc my mc ny qua trung gian u gi. Mt mt, cc giao dch u gimt thi gian vi tun n c thng, mt khc GM phi tr khong 20% hoahng cho trung gian u gi.Mt vn na GM phi i mt l mua nguyn liu sn xut v ph v hotng ca cng ty. GM mua khong 200.000 sn phm t hn 20.000 nh cungcp khc nhau vi chi ph hn 100 t USD /nm. Cng ty ang s dng h thngu thu truyn thng thng lng vi nhng nh cung cp tim nng.Cng ty gi yu cu k thut n cc nh cung cp tim nng, cc nh cung cps gi v cho gi, GM s la chn nhng nh thu p ng yu cu k thut vc mc gi hp l nht. Nu mc gi ca tt c cc nh cung cp vn qu cao,GM s phi t chc u thu vng 2, hoc vng 3. Quy trnh ny thng mtmt vi tun, c khi mt vi thng cho n khi GM chc chn rng la chn

c nh cung cp vi mc gi hp l v cht lng tt nht. Qu trnh chun bv chi ph s thu khin mt s nh cung cp khng th tham gia quy trnh uthu ca GM, hn ch s lng nh cung cp tham gia u thu ng ngha mcgi GM phi tr cho nh cung cp trng thu thng cao hn.

II. Gii php gii quyt vn chia x thng tin gia nh cung cp v nh phn phi, GMxy dng h thng thng tin ANX (Automotive Network eXchange). Chnh mhnh ny ca GM c cc nh sn xut t khc ng h v pht trin thnh

sn giao dch B2B trong ngnh t vi tn gi covisint.com. gii quyt vn v x l my mc, thit b qua s dng, GM s dngcovisint.com tin hnh u gi cc thit b, my mc ny. Sn phm u gi



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u tin l my dp nng 75 tn, GM a ln mng nhng thng s k thut,nh, v h s qu trnh hot ng ca cc my dp ny. 140 ngi mua cmi tham d thu, thi gian chun b 1 tun v u gi c thc hin qua mngtrong vng 2 gi, cc thit b u c bn vi gi hp l. gii quyt vn mua sm nguyn liu, thit b u vo. GM t chc u

thu trc tuyn vi hnh thc reverse auction . Cc nh cung cp tham gia uthu v cho gi h c th cung cp cho cc sn phm m GM ang cn mua.Cc u thu u c m, c ngha cc nh cung cp tham d u c thnhn thy gi ca cc nh cung cp khc ang cho bn. H thng tiu ch nhgi cng c GM cng b cho cc nh cung cp nh gi, thi hn giao hng,

phng thc thanh ton... qua la chn cc nh cung cp ph hp nht.

III. Kt quCh trong vng 89 pht m thu, tm chic my dp hng nng c bn vi

gi 1,8 triu USD. Vi quy trnh u thu trc , thng thng GM ch bnc vi gi bng khong 50% v mt khong 4 n 6 tun. T nm 2001, GMt chc hng trm cuc u thu nh vy, ng thi khuyn khch cc nh cungcp khc tham gia sn u gi trc tuyn ny, tt nhin GM thu mt khon hoahng trn gi bn cui cng.Trong ln u gi u tin i vi lp cao su ca xut t trc tuyn, mc giGM chn c thp hn nhiu so vi sn phm cng loi GM mua trc .Hin nay, hng tun GM t chc nhiu cuc u gi, hn th chi ph qun l tchc u gi trc tuyn cng gim 40% so vi chi ph t chc u gi truynthng trc y.

IV. Bi hc kinh nghimHai m hnh thng mi in t do GM t chc gm: u gi trc tuyn bnthit b qua s dng, m hnh u thu trc tuyn mua nguyn liu, thit bu vo. Cc giao dch c thc hin qua sn giao dch in t B2B ca ringGM, thng qua sn giao dch ny GM ng vai tr ca c ngi bn v ngimua. M hnh ca GM c th p dng rng ri i vi nhiu ngnh ngh kinhdoanh khc.

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403 - Tap Hop Cac Case Ecom 2008 4th