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1、,A:A digital shop around the corner, and a digital colossus,Did you know:All these companies belong to Amazon,Did you know: Amazon is also,AmazonBasicsAmazon-branded electronic products,AmazonFreshsells and delivers grocerie in Seattle,AmazonStudiosonline social movie studio,Amazon WarehouseDealsOff
2、ers discounts on refurbished products,Did you know: Amazon has had one of the fastest growths in the Internets history,Did you know: Amazon web Services drives these companies,Did you know: A is a giant,But, why?,HOW DID AMAZON BUILD HIS EMPIRE?,Amazons outstanding points,STRENGTHS,“Custom is god”,1
3、,STRENGTHS,“Custom is god”,A powerful background,the high-performance transactions systems,machine learning and pattern recognition,the automatic data analysis system,a wide variety of other techniques,STRENGTHS,“Custom is god”,Customer-centric innovation,1997： 1-Click Ordering,2001：Wheres my stuff2
4、002：Free Super Saver Shipping,1995：Customer reviews1997：Recommendations & bundles2001：Look inside the book2003：Search inside the book,STRENGTHS,“Custom is god”,Data &human driven customer service,Amazons customer service was ranked #1 in 2009 and 2011,1996:”If you make customers unhappy on the Inter
5、net, they can each tell 6,000 friends”Jeff Bezos,Fix customers problemsIdentify recurring issuesTrack the behavior of merchants,Customer service is the only human-to-human interaction for an e-commerce website,WHY,HOW,STRENGTHS,Innovation,STRENGTHS,Innovation,Expansion,STRENGTHS,Innovation,Expansion
6、,By introducing two new product categories every year for almost a decade, Amazons market share represents one third of U.S. e-commerce sales.,STRENGTHS,Innovation,Expansion,Amazon exported its U.S.model and established subsidiaries to six countries:,United KingdomGermanyFranceJapanCanadaChinaItaly,
7、1998199820002000200220042010,Each subsidiary subsequently started to reference new categories one after another.,STRENGTHS,Innovation,Technology innovation,kindle,STRENGTHS,Innovation,Technology innovation,Store your music, videos, photos, files Rent a hard drive in the cloud5GB free, then $1 per GB
8、 per year,EC2 (Elastic Compute Cloud)Rent a virtual computer: from $0.02 per hourS3 (Simple Storage Service)Rent a virtual hard disk: about$0.01 per GBMT (Mechanical Turk)Rent human brains (“artificial intelligence”),STRENGTHS,Innovation,Innovation of Business strategy and profit model,STRENGTHS,Inn
9、ovation,Innovation of Business strategy and profit model,partnership strategy,STRENGTHS,Innovation,Innovation of Business strategy and profit model,Pricing strategy,Assuming theres no sales tax and free shipping.Amazon is significantly cheaper than its competitors,Amazon can really push the loss lea
10、der tactic to its end.,STRENGTHS,Innovation,Innovation of Business strategy and profit model,Flexible marketing tool,Advertisement union, Logistics marketing, the experience marketing and brand marketing,STRENGTHS,Logistics,Amazons secret weapon!,STRENGTHS,Logistics,Any Weakness?,WEAKNESS,BOOK SELLE
11、R? RETAILER? IT COMPANY?,ONLINE,？,？,？,WEAKNESS,Profit fluctuations,Profit fluctuations,WEAKNESS,20032010 Amazons sales and profit trends,2009Q42011Q3 Amazons gross profit margin and net interest rates trends,Attention only to long-term projects of investment and ignorance of the short-term benefits.,WEAKNESS,Profit fluctuations,Logistic cost,BYE-BYE,队长梁文姗PPT制作梁鹤聪热血组员李宇恒李婉颜李绮媚,
