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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,AmazonBasics Amazon-branded electronic products,AmazonFresh sells and delivers grocerie in Seattle,AmazonStudios online social movie studio,Amazon WarehouseDea
2、ls Offers 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
3、god”,1,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
4、stuff 2002：Free Super Saver Shipping,1995：Customer reviews 1997：Recommendations & bundles 2001：Look inside the book 2003：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
5、 the Internet, they can each tell 6,000 friends” Jeff Bezos,Fix customers problems Identify recurring issues Track 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,Innovat
6、ion,Expansion,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 Kingdom Germany France Japan
7、Canada China Italy,1998 1998 2000 2000 2002 2004 2010,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 clou
8、d5GB free, then $1 per GB 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 an
9、d profit model,STRENGTHS,Innovation,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
10、 can really push the loss leader 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
11、Weakness?,WEAKNESS,BOOK SELLER? 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,
