TMĐT - Chương 1 - Tổng quan về thương mại điện tử
Bạn đang xem bản rút gọn của tài liệu. Xem và tải ngay bản đầy đủ của tài liệu tại đây (1.34 MB, 18 trang )
4/18/2013
NQI DUNG CHu'C1NG TRiNH
THliONG M~l OleN TlJ
.........,
~fi"""" """'
TS.
Hoang Th! ,.,..,,. Th
Cl: GiOi th~u Thudng mgi a~n tU
C2: Can ban v~ cong ng~
C3: Cac mo hinh kinh doanh tren mgng
C4: Khach hang tren Internet
CS: Marketing frye tuy~n
C6: H~ th6ng thanh toan a~n tU
C7: Chihlluqc thlidng mgi a~n tU
~
KI~M TRA VA eANH GIA
(a) Bcii tc;.p giila kY (SO% cf~m) :
- Bcii tc;.p A: 25% cf~m
Lam bell t(lp lheo cau hOI ~~ chiJdng lthuv't trinh va r>Qp bell slides)
• Nhom tc;.p 8: 25% cfoem
oy an kinh doanh lr6n mc;ong (lhl6t ki -bsHe va nQP ball
(b) Bcii ki6m tra cu~i
IcY: 50% cf~m (c:fi dong, tr6c ngh~m)
(c) f>ii!m mon hQC: (a) + (b)
(d) SOch tham khcio:
- " Electronic Commerce - A MC1nQ98rlal Persp4!Ctive" , David Kin!!,
Jae Lee, Merrill Warkentin, H. MlcliOel Chung, Prenlk:e Hall, 20011.
- "E-commerce business, technoloav, societv", Kenneth C. Laudon & Carol
Guercio Traver, Pearson, 6th Edft'IOn, 2010.
0
CHliONG 1
d·
~
.
Tong quan ve Thu'dng MQi
Dl~n Til
~ ~
1
4/18/2013
KHAI NI~M INTERNET
NQI DUNG
1.
2.
3.
4.
Internet va Thudng mQi di~n tU (TMDT)
Thj tnJc}ng di~n til
LC1i ich va hQn ch~ cua TMDT
N~n kinh t~ ky thu(it s6
0
sv PHAT TRIEN
CUA INTERNET
r~
i ;;:
i
~
I
l
/
-
ltM - - - -
NgucS n : Internet SystfiflS Consortium, Inc. , 2001.
'"""-ac•~-l-~to~t~l~
....ill'
• Internet ki mQt (TIQng lu'oi n6i liin cac may tinh tren
•
phQm vi tocin ceiu
• Thanh IQp 1960 tQi My vci phO biin rqng reii ngciy
nay
• Khong co trung tcim cf.iu khiin trung u'dng
• N6i liin cac t6 chile kinh doanh. t6 chile glao dye,
chinh_,phu vci ca nhan voi nl)au voi djch vy e-mail••
chuyen giao dul~u. mua sam. nghien cilu, tin nhan,
am nhQc, tro chdi, tin tile, ..•
• Djch vy g6m co Web, e-mail, chuy~n file, v.v
• co th~ do Iuong bllng s6 lu'~ng ngu'oi dang ky su
dyng Internet, dang ky ten mien
0
SV PHAT TRI~N WEB
o Djch vy ph6 biin nhdt tren Internet
o Phat trkin vcio nhung nom ddu 1990s
o Cung cdp each truy cQp vcio trang web (HTML)
o Co th~ g6m van ban, d6 hQa, hoQt hinh,am nhQc,
video.
o Nqi dung web phat trkintheo cdp s6 nhan til 2 tY r(li
dung website nom 2000 d~n 40-50 tY hom nay.
•
2
4/18/2013
o
Sl/ PHAT TRI~N
Mos~
corrnnon onl1ne.A.ct..1vftles Perlornted by u -s
oavy• Jntorne·t users.. April 2006
NQI DUNG
WEB
r
u . . d ..........._.......... to ....... N:.h.
Entered
(%
o -# respondents)
...,n::ha. .
~t.n:u ..·•
c:o n~t.-us.......,,...ps._k••
~·~~iiYi•idlioi"'i"j-ii•i·~
........................... . ;,;s•x..
,.
,.~.LI"i'i•ineiid·t·o·lniteiirin•i•i~~-~d~-..................... 7"""
t;··-··ireidii-iiiiioiaiioiniitni•iii'"i•i•ii•,.••~~~...........
..
..
co ........~.al on • c:.._t.
., ............ .
~ diiUivi•i~ii~ii~likMoii......... .
Nflu&n: GoogNinc., 2001
•
o . Paid
~r
...-...-.c dovvniOadtl on.nn.
o Bcit dau nam 1995 vifi sy xu6t h~n cua
banner qucing cao
o Vao nam 1999, s6 nglldi dang ky sli dyng
djch vy Internet cua AOL len din 22 ~u
o Chinh sy gia tang s6 ngliifi sli dyng Internet
+ tiin bQ cong ngll+ truyin thOng da phliong
~n va dgc b~t 10 cong ngll+ chuy~n ngan
ct~n tlJ va cong ngll+ bao mqt kich thich sy
phat trkin TMOT.
0
.......
·~
~~,•,;,p-,•,'.;O::::;~~f.,*ff:.::=;,.~s;:,:~~';t,::..t•rn~~~t ror .liOtnttthfrw (Hhltf- rNq(f
. o,At c•.~
THlidNG M~l OleN Tlf
E·COMMERCE
L!CH Slf HiNH THANH TMDT
67 ...
.,....
• • 'b o•l'dlbut. .tfn b0411rd
.roo~.,.,....._....,
A .t.(!ritu-& t .2{)(;.)1!.
LA
Gi?
o 51/ hinh thanh va phat frlin TM£>T gdn liin v8i Internet
va 51/ ra dc)l cua nghi thilc 'vong thjtoan c&u· (world
wide web · www)
o Nghi thilc www cho phl!p cac may tinh (kit n6i
Internet) co tM thong dqt v61 nhau trongmol tnlc)ng
•sie u van ba n• (hypertext)
o TM£>T Ia ndi ma cac tac Y1J trao d61 duqc tk\n hcinh
thong qua phudng ~n truyin thong. cy thi Ia
Internet va www.
• TM£>T 10 qua trinh mua, ban hay traod6i, san pham.
djch Y1J hay thong tin thong qua h+ th6ng may tinhi':'\
~ !
3
4/18/2013
KINH DOANH £>1~N Tlf
LA
Gi?
~~ ~~~~2:..
E-BUSINESS
-
Mqt djnh nghia rqng hdn so vbi thl.ldng
mc;li cf~n t\1, khong chi g&m mua va ban
hang hoa/djch vv ma con thyc hijn djch
vv khach hang, hqp tac vbi cac dAi tac
kinh doanh va thyc hijn giao djch cf~n
t\1 vbi 1 t6 chuc.
-· ·--'---- ·- ··ll'l~·t:w""
. ;t;•:><'ll'-
-
- .
; .0
•. • . ~"':-
':::'.:!:..
....,.. . ,, , _
-------·-,·-
..
: : . =·
•
:.:J•
~
::!1•
;)
www.expedia.com
Khai
_____
... _..... ..,.,.._...._
-··
tit~'"'"
}'lr
;:.
::;;
O..i\\d,..,H.-IU'
............""_....~,.•~.........
;;;;-;,;;·-·----~
~t20H1lS
kinh doanh
• GiOi phap du ljch cho cac ky nghi
• BOn san phdm du ljch fn!c til!p tQi bOn
10m vi~c cua khach hOng
OAT CHUra. 01 CVA QUY V1
""*,.~
ni~m
......
~·-N ~
"'- w••
• Giup len k6 hoQch du ljch va dgt ch6 tnlbc
• Giup mua cac djch vv du ljch dang khuyin
mai
• £>du m6i cung c&p cac djch vv du ljch din
nhiiu quAe gia
4
4/18/2013
. ,. .. . ,.._ .. _
www.expedia.com
»f-
............... _
-~~,,...,.._ .
..
~....,.._ , ,.~ow-
:..-
...._
It • .,.__
o-.
;1
'*
· -· - ·
, _..._~
~
. c . .I
": . . ..... . . _.
-
· •
·
Mo hinh kinh doanh
• Scm ph6m: Moi gibi thong tin
• Khach hang:
'10<"""""''-·--.. ,..••. ,.,
·!"'..,."'t:.:..,.
• Ngudi tieu dung: ca nhan co nhu c&u du ljch
• Nhil cung clip: cong ty/t6 chuc ban SP du
ljch
.....-. """
i:t!FZ,!,~":'.:r~~
::,~':""""""•.. ·""*'~~~""'·'
• Thu nh(ip
• Ojch VI/ dc)t ch6
• Quang cao fn!c tuy~n
®
..............
,...r-o-;:;.:\:~'t"'\",(
._,._,..,...,._
~~·
WWW.VATGIA.COM
Mo HlNH KINH DOANH: CllA HANG A0
oSan phdm: qua tQng, my phdm, ky
thuc)t
du ljch, ...
o Khilch hang:
sa,
• Nguol tieu dung: ca nhan co nhu cdu giOI tri
va mua hang tieu dung
BA GIAI OOAN PHAT TRIEN CUA TMDT
0
Giai dogn 1995 - 2000: d61 mol
o Giai dogn 2001 - 2006: cung c6
o Giai dogn 2006 din nay: tal sangtQo
oThu nhqp
• BOn hang fn!c tuyin
• Quang coo try'c tuyin
5
4/18/2013
Vi doonh
nhuqn
s6 va
Jqi
Theo luqt va quan
chQthdn
Thl tnl~ng mc;~ng
tyc
ph6t tn6n, chlla hoan chlnh,
CQnh 1Tanh hOng h6a 1Tang
lhl ~ng mvc ti6u
Vi sy tang tnJong 111e1ng
khan gia & mc;~ng xa hQi
IY
lll<;lc doanh lhu mQng
hoan toQn tn\n lhl tnl~ng
m~i. m~ r~ng "bricks and
dicks" tn\n lhl ~ng bOn 18
lruyoin lh6ng
Chinh phu giOm sat mc;~nh
hdn
C6ng ty lan
thbng
C6ng ty lan ao
Tai trung gian
SIS gia tang cac trung gian
tn,tc fuy6n nhO tham gia
vao qua trinh kinh doonh
cua c6ng ty lan lldn
Web 2.0
Webm&i
Trinh (mg dt,mg va cong ngM cho phep ngll'&i sli
dt,mg:
•Sang t;;~o , chinh slia, va phan bo n(>i dung
•Chia se tai lieu tham khc'!O, hlnh anh, nh;;~c,
video ca nhan
•Tham dll c(>ng d6ng ao
Vfdt,J :
•You tube, Photobucket, Flickr
•Myspace, Facebook, Linkedln
•Second Life
•Wikipedia
Lqi th6 cua ngll~i 41 tnl~c
1Tang lhl ~ng m~i
Djch VV
22
CHO'C NANG CUA TMDT
Mota
Chuc nang
Thong tin
PhOn ph6i lh6ng tin, san pMmld!ch vv va thonh toQn
lh6ng qua mc;~ng lnlernet, va cac mc;~ng lh6ng lin khac
Kinh
doanh
Ty clqng hoQ cac tac vv
Djch vy
C6t giQm chi phi, tang chl.t lll<;lng san pMm va tang
nhanh lh6i gion giao hOng
kinh doanh va qui trinh c6ng
v.. c
Trl!c tuy~n Cung c6p khQ n6ng mua va bOn SP va lh6ng lin qua
lnlernel va cac djch vv tryc tuy6n khac
e
6
4/18/2013
TM£>T TOAN PHAN VA BAN PHAN (TT.)
TMDT TOAN PHAN VA BAN PHAN
Pllrti.M
Ba khia CQnh
Eteettonie
Commwc•
•
• san ph6m ldjch vy) 41J9c ban
• Qui trinh (v9t ch6tts6 h6a)
1•9t ch6tts6
Pwe
ElocVonic
h6a);
• Tile nh6n ch
• Cac khia CIU1h ho<;lt lf9ng mang tinh v9t ch6t
• TME>T toan ph6n
• Cac khia c1111h ho<;lt lf9ng chi mang tinh s6 h6a
• TME>T ban ph6n
o C6 lhi baa g6m cac khia c1111h v9t ch6t va s6 h6a
Digital
Produes
~I
Traditional
Prodll::1
Comm.rw
•
TH! TRUONG DI~N nJ
co..a tw,!odtd'lvv
ICOII6ng1hi.Ong
1-49t6ng:mfiOQI~
pMnph6itw.gln
{Th6hri!tl;6n.
(EOI,e-mai, HyperT~
chO'-G ,.non
TfOI'Wflr Pnmcol chat I'OOn'lll
hrill06n~-.).
...., myc, coblogl
i"f91dng~l*tl l"k;l~mqroWtn&l
mqng~~
dclph.lc:tr'Q'tf'l
,..-TML M.VA. XMLJ
tdl+nh:I94.1VA:Iu~
•vo"""'"-..,...,....
IVAN. WAH. LAN,
lrnlwt.Eidralwtl
r,., *· Wl-fl. WSMax
Ho!&-o_ ....
!Cold~~~tc,~\14
• Thj tnlclng 10 m9t mQng IIIC1i cac tOe VV va m6i
quan h9 ma theo dO cac hang hoa, djch vv. thanh
toan dll~c traa d6i
• Thi tnlclng cf~n tU Ia ndi ma ngllcli mua va n~ucli
bOn gQp nhau thong qua phlldng ~n cf~n tu.
• Trong thi tnlclng cf~n t\1, ngllcli mua va ngllcli bOn
'gQp nhau', thlldng lll~ng, dQt hang va thanh toan
thong qua cac hinh thuc trao d6i tn,ic tuyin (online) va phi tn,ic tuyin (off-line).
llh6ctlh6t-Q.klt1;6n.
.O,ph6m.VI.!Ic6c...,
..........
7
4/18/2013
TH! TRU'ONG Dli;N TO'
S\,1 PHAT TRI~N CUA THU'C1NG M~l £)1~N
TIJ 82C
t$'9$ tt'J'T t 998 t9H :!()00 2001 :l«
~~~to
Thj tnlong giup cac giao djch
duqc thlfc h~n:
828:
82C:
C2C:
C28,
business to business
business to consumer
consumer to consumer
G28, G2C, 82G, 82E, P2P ..
...
CHINH PHU (G)
DOANH NGHI~P (B)
DAN CHUNG/ NGtfOI TIEU DUNG (C)
[; (-f!
I
~
__
:'jjl,
. !"""""'"' ~.-::-::..·::;,~:~:: ·.:;..
~~
~~j
~~
\~ W ~~
II~~~.::
l~;:~!
S\,1 PHAT TRI~N CUA THU'CING M~l £)1~N
.20 11
~ t 2:!
""
Ngu&n: eMarket.r, Inc., 2001d; U.S, Census Bureau, 2008.
TIJ 828
THI TRUONG DIE:N TU:
M6
HINH DON GIAN
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 20 11 2012
Year
Ngu&n : U.S. Census Bureau, 2001.
8
4/18/2013
a.
a
Nglldl mua hOng
~
Nglldl b6n hOng
Mqng ThUdng Mql
(Co
y.......... d-.inh_h
y............. _
Oneil 'f'6u c4u th6ng
II
n.lng b6o ki ...."' -4• """"'
Th6ng Wo ph!jn ph&i hdng
l<4cnh4n-lo4n-thichl+n
UU IJ I
y6u
NgAn h8ng ngttCii mua
II llUI c"'"'" ""'.., .,
Nglln h8ng thJ hBnh thanh loi n
CHVC NANG CUA 1 THI TRUONG
o Cdu nbi giua ngtiOi mua va ban
• Nh(in ra san phclm duqc chao ban
o ~c 416m s(m pMm duqc chcio ban
o T(ip hqp cac san pMm kh6c nhou
• Tim !dim (nguban cho ngu0 Thcing tin v4 giG ca yQ san phdm
o T6 chile ckjt giG
tr6 giG
o c&u n~l gli1o sis thich cila ngual mua
ngli
va
~Wo ctv,4n Ji6n
Mndljnhl
--- ~
~::on""'""".,
c
......, ...
c&u c~q~tap
,..._,*'""""'
Tr6 IQI
tin
Ghlnh4nV0.<4..muah
~·
dill. '"......
~·-~-·-~!
.
Yfu cdu hSng tin ¥4 SP
Yfu c&u rnua hbng
D6p
fli+n tU
s4 ~ 1\\ng)
~
mnu
NgAn h8ng ngu'i1i ban
va san pMm C.:. a
• Kham pha giil
o Qu6 trinh va kilt qua x6c 4!nh giG
o C6
th6
so sisnh giG
(Giai ngAn 111 dOng)
THf TRu'()NG DitN Tlf: MO HlNH PHDC T~P
CHVC NANG CUA 1 THI TRUONG
o Tqo tf.iu kijn thuqn lqi cho giao djch
• Giao nh(in
0
chuyjn glao lh6ng tin, hcing hcia ~c djch vy 1<11 ng
mua
• Thanhtoan
0
chuyjn ti6n d&n ng
• TQo nl6m tin
o ~ lh6ng tin dyng, danh tling, lilc nhcin 46nh gi6 nhll cac
bao cao v4 ngli
CHUC NANG CiJA 1 THJ TRUONG
oCo
ses hQ t&ng co t6 chuc
• Phap IY
oMa thl.ldng mqi, luqt he1p d6ng, Juqt bao
v~ ban quy~n. gicli quyit tranh chap
oluqt xuat va nhqp kh
oO~u ~. giam sat, ctiOng chi
9
4/18/2013
• San pham thong tin vel giai tri duqc s6 hoa:
• Tai l~u giliy to: sach, bOo, h;~p chi, ph~u giam gia
(couponJ, brochure.
• san phdm thong tin: qui each san phdm, catalogs,
hll(jng d~n sis dyng, tai l~u hulin lurin bOn hang.
• san phdm IQO hinh: hinh, th~p, ljch, bOn d6, ap phich,
tia X quang.
• Audio: nhQc, bOi d~n thuyit, bOi giOng.
• Video: phim, chudng trinh tivi, nqi dung video.
• PMn mt!m: chlldng trinh, tro chdi, cong cy phOt min
cong ng~ .
Xu th~
th! tn/ong
• Du co sy thlit bQi cua m(it sli cong ty kinh doanh tren
m<;~ng. t6ng doanh sli thu'dng mQi cr~n tU dang tang tU
15 - 25% mlii n<'im
Cac m(it hOng mua sdm nhiiu nhlit tren m<;~ng 10
cac m(it hang kho tim fhliy ndi khac
Danh m1,1c cac m(it hang thu'ong mua 10
o
. SQch, CD, am niM;Ic, pMn moim
Do sy ~n bQ cua cong ngh~. dan dan cac m(it
hang can xem xet (high touch) cung se bon du'Qc
tren m<;~ng nhu':
Qu6n ao,
16m &!P
lh
o Biiu t\/Qng, dliuh~u. khCii n~m:
• Vi vCi dqt ch6: may boy, khlldl SQn, hOa nhqc, SO/ kJtn
fh6
thao,
v(in c!Mrf6n.
• C6ng cy tai chinh: chi philu, ~ n "'"" tV, 1M tin dyng. bOo '"'m.
""'tin dyng.
o Quo trinh va djch v1,1:
• D;ch vy cua chinh phil: thu tyc phOp ty, quy tr
theo d61 t6n kho, lclm h• !>Au g;/1. tria g;/1. thUclng kJ
vel nhVng t\1
vAn khllc.
• Glial tri ~ tile, c9ng clclng lao
"'P·
®
Internet Users in the World
Distribution by World Regions - 2012 Q2
• Asia 44.81'.
Europe Z1.5V.
I fforth America 11.41'
I
I LatAm I Caribb 1o.4%
.:J Africa 1.0'»
II Middle East 3.7V.
I OceaniaI Australia 1.0%
Sourc~: Internet World Slats- www.internetworldstats.com/stats.htm
Basis: 2,405,518,376 1nternet users on June 30, 2012
Copyright@ 2012, Miniwatts Marketing Group
10
4/18/2013
Internet Users in the World
by Geographic Regions - 20U Q2
. . ..
furOP*
~ ·~··········
~········fill
..
. . . . . . . . . i."
•, '... l.
SU .f
M~t1fe( ut
6ceri.1
1
ll.u~r-1•
I
r
.
j
1 3
"'
m
m
~
m
m
~
~
m
~
-
-
~
~tion• Of tn~· ·
$ 0Uf ct: lnl~ m~ '14-0rtd Slats · WMV .in!~rn ith'ortdstats .c o n l-~lats.htm
l ..t 05.~19 , 3 i 61 mernH us~rs e sum:at~ CI tot J une 30, Ztl12
Copyrignt CI10t 3. t.lm!WJU$ Mal't
Top Five us I nternet Retailers., Ranked by Emerging*
Capabilities , 2006
Pe($003Jiz.!llion tools aUD\Y cu&tomel'S to
E>cteO$lW C<>r\tent. lntlu<tlt~g \lldeo i>t'td S<~amless
linkS to itlird·PMY content
compare p:ices online; c~ stllM Inventory ~nd
item avMab•Jlty; oollrte vlU~/tr1UtiC
Shop .n yow laftl!uag~comll;ltll pdeQ$ .()(~1io>e,
vser«Jr~n product t\ISlom
11
4/18/2013
Average B2C Ecommerce S~ndlng per U~r In Sel&et
countries in Asia·Pacific, 2006·2012
-
S10.S
S1U
S1U
S1:U
$13.6
-2006
2007
-2008
-~
2009 2010 2011 2012
Australia
S1 04S $11416 SV89 $1l24 S1l49 $2!011 S21100
SCUth Korea $474 SS3S s~ $683 S796 $89$ S9U
S14 JlS
$19
lndia
S22
.!!! ~Sovrce: GtoupM, 'lnt.etacdon2012,·•April 9. 2012
S£
-
! T.-1)~
\W/IitNatletttr.COOl
103926
Fl:l(ebook Ad Performance Metricswortdwlde,
by Gender, Q1 2011·Q2 2012
,.,.. ,"'
.
2011
q1
Ql
Q.2
-
-~-
S0.36
Wh.at: kind of websites do you purdms(' fr·<>rn
mo<;.t frequently when shopping online?
~~
SO.JS
son so zs
.061% 0.060%
S0.3S
50.27
S03~
w
Mf..AP
NA
. , t'...,.,. I'Joff'>W~fC\W:CW>f' ,
•Sit*' l ~~-lf>w)".:Nt~'>'fl.c'Ap.t<.'l
asous 'N' ..W:4oi>"U:iltM'if':p;.t~.u~~ca'~dO'>IM'>..Ntp~
.St'"...., l ~l:.!.\;.;t"'h>WIIX'~~~ Nk:_.,~n\
~ ~~~not:.J'I,88S
~
<.:~::!.,.oEI"C.M~~-Q';tCI'ft•-,.~blM'H~I>.II..~=~~~--~-j
12
4/18/2013
Wh~t
What· is your online !>hopping spendang pen::entage
of to1:at rnonthly spending?
p.-(.')d\t<..t./-set vk:('"">
onlinE~
in
t.lH~
rl4'i!'X t 6
~,;j.c:_)
yotl intend to pt.1f'('h.i.t"'>e
rn<:.~nth~~
G lobal Averag&
bOO k 1o
<...h:Hhff"W/ hC..('.
,...ill' l l fl'i'>t h.-:t..wf./ 1~~""-"lkH•!'f.
l,.lQ<.. ff o n h;::
'r
~qu-.Hnãnt
~-~r".aãl oe-H,_,.
s.uppt1tJS
<.:osr"t"MtH~,u~ r itft)"
( .vent
Tl c:kotK~
Vfdo.'.l:'.VI>Vt:a.V<;;.;',ttn-"::"J.
1A
c~..-1-.es
'1e
Mu:!ll)(.
Spart\f'\g_C~.>uds
-
1 oyovua-U.~o
-
<;.:<;>tnp\l"t4tƠ').Q''tw a r•
, . low~ ..
A~ ~ ~(M'MO b~IM;s & . V'~t."S
u.:.u.'I-Y
fi<M..,.._>2fi.'K..uvJ'W"
~ằHIÃ
WGM-.nlb..._~W'K
ã a .t._\1'K:.W4t-I:S115o
ã ã Ãn~i:1'K.....,I<'Jf~""-
- ~"'""'-'"t.h"""'l:'!o--._
AU I~h~J917"rii1>ô(CM?~~
1-<4}hJQVtt,.,(),S05-
~I.ffl-(<PI~">f~V~-Q,AtQ;OãJ:wf
ÃÃÃÃÃÃÃÃÃÃ-ÃÃÃÃ
ÃÃÃÃÃÃÃÃÃÃÃ-ÃÃÃÃÃÃÃ ................... ÃÃÃÃÃÃ-ÃÃÃÃÃÃÃÃÃÃ .. ÃÃÃÃÃÃ- ÃÃÃÃÃÃÃÃÃÃ--ÃÃÃÃÃÃ--------------Ã--ÃÃ--ÃÃÃ
::6-uf.>l>lh>t$.
.ãM<.;(.ãotw,"otA<.(.I1'<1"'1<.!$
~ãfl'f.'r't.:'f. MIIMYl<')~;,ob1U.::lt
C".:.uhnu
ãã
Ot.nbt
I
.,G
Ã'1 3
-
-a
-
7
-
Ãr
1 Ã1
'11
-6
~ô.7 ..-w,:.\ f-"l.\I!H \'(> f'n:dk41 ... ,._ ._.,..~lft't
ã-
,,.
#l>$toã--n-.~~.tl-~
c ..... ,.............,.:-_..,.-,_"............,.._q.,zn•t;.-...,.d........ ~-..... ,.u.;,.u,->
1
Books
2
3
ClothingJaccessories/shoes
Airline tickets
4
El~ctronic Equipment
5
Tours/hotel reservations
Source:Nielsen QJ G!Db~l DoNne swny
.
S
tiiifiiii 4
-7
,. ~ -"'"'"'-"u~~.-\
1
Coogle
81.78%
2
MSN/Windows live/Bing
61.82%
3
54.48%
4
Yahoo!
52.91%
5
Microsoft
48.42%
6
VouTobe
46.58%
7
Wikipedia
34.93%
8
AOL Media Network
27.16%
9
10
ellay
26.47%
Apple
26.11%
5()(Jfa!: TheNI<!is;,nComp;my. A{>'II ZOJO
"
~~!'!_l!<lt><:lude: U.K
::..'':!""· Cerm;my. ll.illy. S~Ji!in. 5wfet«~~Bmzl!.:..~!::..:~!.~!llal:;_
13
4/18/2013
~~~~:t~~-~~~2~~::.~f.:::::::.~::.~~~~~L?"·~~'''~:._ _____
_.,.,._________.,
.
At::JFxAfi'CR!'!jK>I!
1
'
T
-
"
"
---·
to*M~~~~ 'Iotv.f
..
.
·---·-~~>Off
-_
-__,._~-::-~
y _ _ _ _ _ _ _ _, _ _ _ _ _ _ _ _ _
_.;t_ '"
SV PHAT TRIEN
THlfONG ~I DI~N TU 0 VI~T NAM
"
53% doanh nghiep ung d\lng cong nghe thOng tin.
o Hau h~t doanh nghiep dia phucrng deu c6 k~t n6i
Internet dung ADSL, 3G.
o Ty 1e su d1,mg Internet l@i VietNam c6 t6c do tAng trucrng
nhanh nhih trong khu we.
o Cac doanh nghiep ban hilng h6aldjch V\1 qua website, di
dau thu(lc llnh V\IC hang khOng, du lich, sieu thiban
hilng t6ng hqp ...
o Hien c6 khofmg9 .300 trang web B2C l@i VietNam, doanh thu
0
450 trieu USO chi~m 0,5% GOP. D6i v6i hinh thuc B2B, da c6
gfrn 3.000 doanh nghieptham gia v6i doanh thu khming 1,5 tY
USO. T6ng doanhthu thucrngm@i dien tu nllm 201ll@i Viet
Nam u6c bAng 2,5% GOP
NguJn: http:/ lwww.va:i-hcm.orgltt-244
14
4/18/2013
AP U.,IC KINH DOANH CHiNH VA VAl TRO CUA EC
MOl TRu'ONG KINH DOANH DAN Hu'ONG CHO
o Cac chi~n luqc phim ung cua
EC
t6 chuc
• Cac h~ th6ng chi~n luqc
• N6 lt,rc clii thi~n lien t1,1c va tai cAu true
qua trinh kinh doanh
• Quim tri mbi quan ~ khach hang
• Lien minh kinh doanh
• Thitr u
MOl TRUONG KINH DOANH DAN Hu'ONG CHO
o
o
o
EC
Giilm thb'i gian cua 1 chu ky san xufit va ban san
phfrm (cycle time reduction)
Trao quyen cho nhan vien
EC cho phep phan quyen d.c quY,St djnh va qu~n
l\IC thOn~ qua ~(\thOng trao quyeJ;J va phan phQi
nhung hO tr(,J dong th(ri m(lt S\I kiem soat ~p trung.
Cai thi(:n he th6ng phan ph6i
EC, c6 the giup giil,m S\I tri hoan cua hi\ th6ng phin
ph?i, giam hang tOn kho va l()\li b6 S\I khOng hi(:u r.:!\
qua.
~
MOl TRu'ONG KINH DOANH DAN Hu'ONG CHO
EC
• Khach hang h6a ~ tra (mass
customization): lam theo don hang v6i s6
luQ'Ilg l6n.
• Kinh doanh n)i b9: tu tt,r d()ng h6a lt,rc luQ'Ilg
ban hang ~n ki~m soat hang t:6n kho
• Quan ly kiSn thfrc (knowledge
Management)
,
,
,
Qua trinh n~ bat kien thlrc, luu giii va bao V
chung, nang cap, duy tri va sfr d1,1ng chung.
1
I
I
I
G> l
j
15
4/18/2013
cAc LQI icH cuA TMDT
Lqi ich d6i voi
LQI iCH OC)J VOl KHACH HANG
t6 chuc
• Md rQng thj tnlong ra toan qu6c va qu6c ~
• Gicim chi phi tQo ra, xlily va h.Ju tru thong tin tren gili
• Cho phep gicim t6n kho
• Gicim chi phi se giup cong ty tang sue cgnh tranh
• Md rQng gio lc'im v~c
• Giup tcii cliu true qui trinhvQn hanh cua cong ty
(business process reengineering)
• Gicim chi phi thong tin
• TQO a.eu k~n ca nhan hoa san phdm
• Ccii th~n m6iquan h~ voikhach hang
I;\
• Ccii th~n v~c thumua hang hoa
\;.;,I
• Cho Dhi>p khcich hcing nhcin ~c hcing hcia nhonh chcing, vi dy:
van bcin dien 111
• Khcich hcinsi c6 th6 thom glo scin d6u gill
• Cho ph6p khcich hcing 1\Jdng t6c vbi nhou tSA chio
klnh
nghl+m va tliOng
• TMOT thUc Csdv ct;mh tronh, va do vciy glcim gi6 bcin nhi
.
• Cho Dhi>p khcich hcing mua dlk;lc hcing bcia <16c <16o theo y
khcich hcing
.
• Kbcing phQi chju thui
se
v
GIOI H~N CUA TMf>T
LC11 iCH OC)J VOl XA HQI
• Cho phep mc;>i ngliOi mua s6!" vci kim vjjjc tQi nhci, nhci
VQY giOm klu thcing vci o nhiim khcing khi.
• Nang coo muc sbng cuo ngliOi dcin
• Cho phep bcin m{!t sb m{!t hcing voi giCi re, co lqi cho giOi
binh dan.
• C!'o phep dan chUng ls ccic nuoc kem vci dong phcit min
tiip c{!n voi nhiiu hcing hcio phong phu mci niu khcing co
TMOT
khci thyc hjjjn d1J11c.
• Cho phi>p cung clip djch vy cong c{!ng voi giCi
chlit
IIJI1ng coo vci dang tin c{!y.
se
• Cho ~P khcich being mua hcing vci thyc hien cac t6c vy khcic
24 gid/ngciy til bOt cu ndi <16u
·
• Cho Dhlip khcich. hcing !yo chon, vci so sanh hcing hcia d1!9.c
~·cap til nhi8u ndi gtup hQ tim ro hcing ho6 v(jl gill phU hoP
re.
e
·:· Gioi hQn
ky thuQt
• Gioo thUc truvin thcing on tocin vci dcing tin cay thliOng rlit
d6! so voi rui tlin cilo cac nhci d6u til ls cdc ni.loc dong phcit
tri8n
• Being thcing con hQn chi
• Cac ph6n mim vlin dong phcit min
• Co m9t sO trls ngt;Ji khi hcio nh(ip Internet, ph6n mim TMOT
voi 1 so ph6n mem hM)n co trong cong tv
• M9t sO trinh ung dy~ cuo TMOT khcing tlidng thich voi 1 sO
ph6n cung cuo " ' thcing hijjn co.
e
16
4/18/2013
Gioi hQn phi
GIOI H~N PHI KY THU~T
• Chi phi phQt m4n .,. thl.ng TMflT c6
lhk\u klnh nghl+m thll4ng d6n din
•
1M riot cao va
sv ci!Qm ~ .
cac ~~ do
Cac Mn 1>9 v4 c6ng ngh+ thach th(Jc cac .,. thl.ng phQp IY vci
qui djnh cua NhQ nUCic :
. v6n d6 chuytn ng6n gl(la cclc ~c g;a
. vAn d6 an toan vci bi m(lt ~c gia
"'In lin tqc
• lila clllo INn mqng ng6y cclng lclng
. T+
. Thui
• Ch
cao online.
Cac gioi hQn phi
N, vi dy quang
ky thuc;it (tt)
• An toan va sy neng tlJ
o~QC bi~t giua giao _!:fjch .B2C. KhOch hOng
rat nhQy cam voi van de boo dam tinh
rieng tll.
• Thil!u ni~m tin Vel Sl/ khang Cl/ CUO nglioi
tieu dung.
• KhOch hOng chua quen mua s&m ma
khong nhin th&y nguoi ban, thl/c h~n toe
vy ma khOng c&n g~y tO.
NEN KINH TE KY THU~ T
• ThkTtu cam xuc ti~p CQn hang hoa
• Cac thay d6i nhanh chong trong TM£>T
• ThkTtu cac djch vy ho trq
• Chua co nhi~u nguoi mua va nguoi bOn
• Qu.an h~ giua con nguoi khong duqc
the hi~n trong TM£>T
• Truy c(ip Internet co th~ khcl ddt
nhieu ndi
ky thuc;it (tt.)
es
so
o Ntin klnh N dt,la vao cac c6ng ngh4 kY ~t sA nhll '"'lng
truy4n thOng kY ~ sl> ~nlernet, Intranet, atc.J, may vi
linh, phdn m.Jm, va nhUng c6ng ngh4 thOng tin N6n quan
kh6c.
o Cac thanh phdn cua .,. thl.ng klnh N sl> h6a
• SOn pMm 56 h6a
• Ngli4111iu dung
• Ngl/41 ban
• Cac 1rung gian
• D!<h vy hi> trq
e
• Cac c6ng ty cd siJ hq t6ng
• Nhilng nhQ sang tqo ~I dung
• Cac cl6i lclc kinh doanh
• Thj tnlang d'otn h)
1;\
\;I
17
4/18/2013
e~c DIEM TRONG NEN KINH TE KY THU~T
so
Ytu
ro THANH c6NG TRONG N~N KINH rt KY THU~T so
Nhu c6u cua 46ng
BQo - C6ng 1y danh Mng
- 86n th(l ba: TRUSTe, BBBOnllne, Verlsign
- Cung c6p mau hang mi6n phi
- chi 46
Sa n l tt~ng
a. Scin pham binh thu'clng
ho
- H~p cS6ng
b. Scin pham
s6
hoa
0
bcio hi4m
Gla ca lr6n Internet
- Gl{l ca phcin ~t cho ll)ng kh6ch hang kh6c nhau
l
- Gia ca tUy thu6c vao kha nang chllTCo
18
