新浪网—电子商务实践

新浪网电子商务实践,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,#,新浪网电子商务实践,e-Business Practice of S,周 树 华,Zhou Shuhua,-,GM of Business Division Enterprise Product Sina Corp-,1,国内电,子,子商务,状,状况e-Business in China,Sinamall-打造T型电子,商,商务平,台,台buildsT-stylee-Businessplatform,加入WTO后的机,遇,遇和挑,战,战,ThechallengesandopportunitiesafterChinas WTOentry,新浪网,电,电子商,务,务实践,e-Business Practice ofS,2,国内电,子,子商务,状,状况,e-Business in China,虽然Nasdaq遭受重,挫,挫,中,国,国的电,子,子商务,仍,仍保持,持,持续增,长,长,e-Business still keeps continuousgrowth despiteNasdaqcrash,IDC预测：2004年中,国,国电子,商,商务交,易,易将达,到,到260亿美,金,金，位,居,居亚洲,电,电子商,务,务市场,第,第三,IDCpredicted thee-Business dealwas to reach U,$,$26 billionin2004,rankingthe3rdinAsia,IDCprognosticate,(单位：,亿,亿元，CCID提供,),3,B2C交易金,额,额(,亿,亿元),国内电,子,子商务,状,状况,Chinae-BusinessOverview,数据来,源,源：CCID,4,国内电,子,子商务,状,状况,Overviewe-Business in China,2001年，B2C由“概,念,念偏好,”,”转向,“,“务实,”,”。持,续,续运营,的,的网站,由,由700家淘,汰,汰为200家,。,。,B2Ctransferredfroma goodconcepttopracticaloperation,with 700website reducing to 200now,.,.,(数据来,源,源：,cnnic,),2001年，B2C电子商,务,务环境,进,进一步,改,改善,e-Business environment forB2C,hasbeen graduallyimproved,网民参,与,与电子,商,商务程,度,度，提,高,高了10个百,分,分点,10%more internet users participate in e,-,-Business,2001年企,业,业上网,比,比例比2000年提,高,高一倍,，,，传统,企,企业和,产,产业资,本,本加深,与,与IT企业的,合,合作,2001witnessedmoreenterprisesonline by onefold anddeeperengagementoftraditionalindustries intoITfield,B2C业务的,外,外部环,境,境，包,括,括支付,和,和配送,服,服务逐,渐,渐完善,Theexternalenvironmentfor B2C,including paymentand delivery services,hasbeengraduallyimproved,经济全,球,球化趋,势,势，加,快,快了技,术,术引进,和,和商业,合,合作A moreglobalizedeconomy hasacceleratedknow-howintroductionand business cooperation.,5,SINAmall打造T型电子,商,商务平,台,台,SINAmall-builds Tstylee-businessplatform,基础平,台,台FundamentalPlatform,行业支,柱,柱：专,业,业B2C网站和,传,传统企,业,业,IndustryBackbone:specializedB2C websiteand traditional enterprises,涉及IT.电子产,品,品.音,像,像.图,书,书.票,务,务.鲜,花,花礼品,.,.休闲,旅,旅游.,体,体育等,十,十几个,行,行业领,域,域,Involvedinthefields of IT,electronic products,audio-video,book,tickets,flowers,present,traveling,sportsetc.,Service,BusinessOpportunity,Information/Database,Technology,Payment/Logistics,Promotion,OverseasResources,6,SINAmall打造T型电子,商,商务平,台,台,SINAmall-builds T,-,-stylee-Businessplatform,部分行,业,业合作,伙,伙伴Keybusinesspartners,7,SINAmall打造T型电子,商,商务平,台,台,Your Business Your Customer,Sinamall,帮助专,业,业网站,发,发展成,为,为本行,业,业的EC门户,Help specialized websites to becomeECgatewaysoftheirownindustries,建立平,台,台的目的,：,：Platformobjectives,为传统,企,企业提,供,供 专,业,业化、,特,特色化,、,、渐进,式,式电子,商,商务服,务,务,Provide professional,featured,step-by-step EC services fortraditionalenterprises,定向信,息,息发布,和,和宣传,平,平台,A platform forinformationdissemination andpropaganda,维系老,客,客户、,挖,挖掘潜,在,在新客,户,户，建,立,立客户,营,营销数,据,据库,Keeping long,-,-termcustomers,prospectingpotential newcustomersand settingupmarketing database,促成网,上,上交易,，,，扩大,收,收入来,源,源,Enhancingon,-,-linebusinessandincreaserevenue,整合传,统,统业务,流,流程，,提,提高效,率,率、降,低,低成本,Restructuretraditionalworkflowtoincreaseefficiency andlowerthecost,8,SINAmall打造T型电子,商,商务平,台,台,合作网站和,商,商家数量(家),Cooperated websiteand quantity of theenterprise,9,SINAmall打造T型电子,商,商务平,台,台,综合商,品,品数量(个)Integratedmerchandisequantity,10,SINAmall打造T型电子,商,商务平,台,台,行业商,品,品数量,分,分布,(2001/6)Industrymerchandisequantitydistribution,11,SINAmall打造T型电子,商,商务平,台,台,SINAMALL注册用户增长情,况,况,(个)registeredSINAmallusers,12,图书商,城,城,音,音像,商,商城,体育商,城,城,卓越网,当当网,奥林,票网,莎啦啦,.,.,.,.,.,成功案,例,例一:专业网站战,略,略合作,Case study 1,:,:strategic cooperation of thespecializedwebsite,13,成功案,例,例二:,网,网上洗衣连,锁,锁,Case study 2,:,:On-linelaundry,SinaMall,网上洗,衣,衣,订单,处理中,心,心,订单分,配,配,市内加,盟,盟连锁,店,店Laundry chain shops,ONLINE,OFFLINE,14,积极应,对,对加入WTO后的挑,战,战,FacingChallengesafterChinas WTOentry,行业龙,头,头和政,府,府共同,促,促进统,一,一的电,子,子商务,平,平台的,建,建设，,实,实现电,子,子商务,技,技术、,信,信息、,服,服务标准化,StandardizationofECtechnology,informationand services throughconstruction of unifiedECplatformjointlypromotedbyindustryleaderand theGovernment,政府出,台,台相关,政,政策，,引,引导、,鼓,鼓励国,内,内企业,积,积极参,与,与电子,商,商务,Policiesinitiatedbythe Governmenttoguideand encouragedomesticenterprises,toengageinEC,电子商,务,务企业,注,注重商,誉,誉和诚,信,信，以,服,服务为,本,本,ECenterprisesshallemphasizereputationandcredit,andservethe customers.,EC企业要,着,着眼国,内,内实际,情,情况，,加,加强国,际,际交流,和,和合作，包括与,国,国内传,统,统行业,以,以及国,外,外先进EC企业的,合,合作,ECenterprisesshallenhance exchange andcooperationwith bothlocaltraditionalindustriesandadvanceforeign EC players,.,.,一、,行业总,体,体应对,策,策略,Reciprocal industry strategies,15,积极应,对,对加入WTO后的挑,战,战,FacingChallengesafterChinas WTOEntry,加强客,户,户关系,管,管理，,和,和合作,伙,伙伴共,同,同完善,对,对最终,用,用户的,管,管理和,服,服务；Strengthen customer relationshipmanagement,cooperatewithpartnerstojointly improvemanagementandservicesfor end-users.,与政府,、,、行业,主,主管、,协,协会、,行,行业网,站,站结成,战,战略同,盟,盟，共,同,同建设,信,信息、,交,交易平,台,台，为,企,企业提,供,供可延,伸,伸的信,息,息化服,务,务；,StrategicalliancewiththeGovernment,industrialorganizations andwebsitestojointly build information andtradeplatformforexpandableinformationservices.,发挥新,浪,浪两岸,四,四地跨,区,区域平,台,台的优,势,势，协,助,助国内,企,企业拓,展,展商业,空,空间，,实,实现与,全,全球生,意,意伙伴,的,的合作,互,互动。,Facilitate local enterprises to expandbusinessandfulfillinteractivecooperationwith globalbusinesspartners.,二、新,时,时期,新,新浪网,电,电子商,务,务发展,策,策略,DevelopmentstrategyofS EC in an