Xem mẫu
- Phu luc 1: Cfic mO hinh thtro'ng mai diet' tir thanh ding
teen the gied
DELL - eng dung thwang mai din tir thanh ding trong B2B va B2C
Cau hoi:
1. Bai hoc kinh nghiem?
2. Yeu t6 dam bao thanh ding?
3. So sanh vai 1 website ding nganh tai Viet Nam?
I. Ca hOi va hiem h9a
Dell Computer Corp &roc Michael Dell thanh lap nam 1985 la cong ty
dAu tien cung cAp may tinh ca nhan qua thu. Dell to thi'et ke cac may tinh ca
than va cho phdp khach hang to cAu hinh va lira ch9n he thong tiry y th6ng
qua mo hinh Build-to-Order. Mo hinh nay a va dang tao nen thanh cong
dm Dell Computer. Den nam 1993, Dell tr& . thanh m6t trong nam nha san
xudt may tinh hang au tren the giai, de d9a truc tiep den cac nha san xuAt
may tinh ca than khac nhu Compaq, bang mot cuOc chien tranh gia ca. Vao
thai diem nay, chin tranh gia ca dAy Dell tir thua 18 nay den thua 18 khac.
Nam 1994, Dell chiu khoan 18 khoang 100 trieu d6 la M. C6ng ty nay thuc
su gap phai kh6 khan vao thai diem nay
II. Giai 014
Internet &roc thucmg mai hoa vao nam 1990 va web tra nen ph6 bien tir
nam 1993 dem lai cho Dell co hOi a ma rOng hoat d6ng kith doanh cfra
minh. Dell trien khai he thong dat hang truc tuyen (Online-order-taking) va
ma cac chi nhanh tai Chau Au va Chau A. Dell bat au chao ban cac san
phAm dm minh qua website Dell.com . Chinh hoat &Ong nay tao the manh
cho Dell trong et* canh tranh vai Compaq, an nam 2000 Dell tr.& thanh
cong ty cung cAp PC hang au the giai. Vao thai diem do doanh thu dm
Dell qua mang dat 50 trieu USD Mgay (khoang 18 ty USD/nam). Hien nay,
doanh se kinh doanh qua mang dm Dell.com vao khoang 50 tS, USD/nam
d6i veri cac san phArn lien quan den may tinh tir b0 chuyen d6i den may in.
415
- Marketing tivc tiep la hoat dOng thucmg mai dien tir chinh cila Dell, cac
nhom khach hang chinh dm Dell g6m có:
- Ca nhan sir dung cho gia dinh va van phong
- Cac doanh nghiep nho, duoi 200 nhan vien
- Cac doanh nghiep vira va lom, tren 200 nhan vien
- Cac t6 chirc chinh phu, gido due, y t6
Ca hai nhom khach hang B2B va B2C deu thvc hien cac giao dich qua
mang tai dell.com th8ng qua N th6ng catalogue dien tir va xir 1Sr don hang
to dOng.
Dell ding trien khai he th6ng dau gia dien tir tai dellauction.com de thu
but them khach hang va cling c6 thucmg hieu.
Mo hinh tInrcrng mai din tv B2B ciia Dell.
Phan lan doanh thu dm Dell tir B2B, trong khi B2C dugc thvc hien qua
quy trinh tucmg d6i chuAn boa (Catalogue, giO mua hang, thanh town bang
the tin dung...) cac giao dich B2B dugc ho trg nhieu dich vu hcm. Dell cung
cap cho hon 100.000 khach hang doanh nghiep dich vu ho trg khach hang
dac biet (Premier Dell service).
British Airways (BA) sir dung Dell nhu d6i tac chitin lugc. Dell cung
cap khoang 25.000 may tinh xach tay va d6 ban cho nhan vien dm BA. Dell
cung cap hai he thong mua sam trvc tuyen cho BA, qua docho phep BA theo
doi, mua va kiem tra cac don hang qua website. Tai website, BA có the lva
chon va cAu hinh may tinh khac nhau sao cho phu hop voi timg b0 phan
kinh doanh ciia minh. Nhan vien dm BA thong qua N th6ng mang nOi b0
Intranet dugc ket not voi he th6ng dm Dell ding (lucre phdp Iva chon va dat
mua may tinh phu hop voi nhu cAu sir dung cua minh.
Dell ding sir dung m8 hinh nay khi mua thiet bi, linh kien tir cac nha
cung cap cua minh, day la m8 hinh thuong mai dien tir cong tac.
ThinIng mai dign tir cong tic
Dell sir dung he th6ng rat nhieu nha cung cap do do nhu cAu lien lac va
ph6i hop glib cac d6i tac rat lOn. Vi du de phan ph6i san pham, Dell sir
416
- dung dich vu oh FedEx va UPS; Dell ding sir dung dm cac cong ty
a
Logistics nh4n, luu kho va van chuyen linh kien, thiet bi tir cac nha cung
cap khac nhau. Dell sir dung lgi the dm cong nghe th8ng tin va web achia
se thong tin gifra cac d6i tac nham giam thieu hang hoa luu kho
Cac no luc tich hgp (B2Bi) dm Dell bat dAu tir nam 2000, khi do Dell
sir dung PowerEdge servers dua teen ki'en trim dm Intel va he th6ng giai
phap phAn mem webMethods B2B tich hgp de ket n6i cac he th6ng quan tri
ngu6n luc doanh nghiep cua khach hang va he th6ng mua hang true tuyen
dm Dell vai cac d6i tac san xuat va thucmg mai . Dell da xay dung dugc he
th6ng th6ng tin vai 15.000 nha cung cap dich vu tren khap the giai.
Dich vu khfich hang MO tir (e Customer Service)
-
Dell sir dung rat nhieu cong cu va phucmg tien dien tir nham cung cap
dich vu khach hang tot nhat. De trien khai tot nhat hoat dOng quan tri quan
he khach hang (CRM-Customer Relationship Management), Dell cung cap
dich vu hO trg truc tuyen qua mang 24h/7 ngay ding nhu dich vu quay s6
trkrc tiep cho cac chuyen gia hO trg ky thu4t. Cac dich vu hO trg da dang tir
xir ly su co, huang can sir dung, nang cap, downloads, tin tire, cong nghe
moi... FAQs, thong tin tinh trong thuc hien don hang, "My Account", dien
dan de trao d6i thOng tin, cong nghe va kinh nghiem, ban tin va cac hoat
&Ong tucmg tac gift khach hang va khach hang khac. Sir dung cac phArt
mem xirlS, du lieu, Dell có the phan tich va tim hieu dirge nhieu van de lien
quan den nhu cAu va hanh vi cua khach hang tir do co ke hoach va giai phap
phuc vu tot hon.
Thiromg mai MO tir trong nOi bq doanh nghib (Intrabusiness EC)
nang cao kha nang san xuat theo don hang (build-to-order), nang
cao dO chinh xac dm du doan nhu cAu va hieu qua trong du frit de san xuat,
giam thoi gian tir khi dat hang den khi giao hang (order-to-delivery), nang
cao dich vu khach hang Dell hgp tac vai Accenture de xay dung he th6ng
quan tri chuOi cung cap. Hien nay he th6ng nay dugc sir dung tai tat ca cac
nha may dm Dell tren khap the gi6i cho pile') Dell cc') the thich nghi vai moi
truong kinh doanh va cong nghe bin d6i nhanh d6ng then duy tri dugc hieu
qua hoat dOng cao nhat.
417
- Dell cling da to dOng hoa viec lap ke hoach san xud't, du down nhu cdu,
quan tri kho qua sir dung cong nghe thong tin va mo hinh chuOi cung umg
dien tir.
Ket qua
Dell da trot thanh mgt trong 5 cong ty &roc danh gia cao nhAt ciia tap
chi Fortune tir nam 1999. Dell da xay dung han 100 website cho timg thi
truamg qu6c gia khac nhau va duy tri lqi nhudn a mirc khoang 3 tS , do la
My/nam. 10 nghin do la my dau to vao c6 phieu dm Dell nam 1987 den nay
deu da có gia hang trieu USD. Dell ding la nha tai trq chinh cho hoat dOng
nghien eau ve thuang mai dien tir tai Dai h9c Texas nam tai Austin nai Dell
dat till so chinh. Dell ding tich cuc tham gia hang boat cac chuang trinh tir
thien va cac chuang trinh ho tra dao tao tin h9c, giam khoang cach s6 cho
cac yang ding thon.
Wit so bai h9c
Dell da xay dung mot ma hinh thircmg mai dien tir dien hinh. Bat dAu
bang mo hinh marketing true tiep d6i vbi may tinh ca nhan, sau do bat dAu
kinh doanh qua mang. Tier) den Dell ap dung mo hinh build-to-order (BTO)
yeti quy ma lon, cho phdp khach hang lira ch9n san phAm theo nhu eau. Dell
thu dirge 19i nhuan nha giam trung gian va giam lugng hang ltru kho. De
dap img nhu cdu l&n, Dell ap dung mo hinh thin 3 la mua sam trirc tuyen
nham nang cao hieu qua mua nguyen lieu, thiet bi ddu vao (SCM), ph6i hop
vai cac d6i tac va nang cao hieu qua hoat dOng ben trong doanh nghiep
(B2Bi). Tiep den Dell ap dung mo hinh e-CRM de duy tri quan he tot
khach hang. M6 hinh kinh doanh cila Dell da troy thanh dien hinh va ducc
nhieu nha san xudt khac ap dung, dac biet la cac nha san xudt 0 to.
418
- AMAZON.COM : Vua ban le tren mgng
Cau
1. Bai hoc kinh nghitm?
2. Ytu t6 dam bao thanh ding?
3. So sanh vai 1 website ding nganh tai Vitt Nam?
I. Co' hOi
Jeff Bazos, ngtroi nhin thay co hOi ban hang qua Internet va da lua
chgn &roc san pham phit hgp that dt ban qua mang. Qua cac nam, san
pham dugc lien tic mop rOng tir sach dtn cac san pham khac, nang cao dich
vi khach hang, b6 sung cac dich va cac doi tac chitin lugc. Amazon.com
phat then tu cua hang sach lcm nhat the Dot thanh cua hang ion nhat the
giai. Amazon.com da nhan thay tam quan trong cua vitc t6 chirc thut hitn
dcm hang va kho van. Dau tu hang tritu USD vao xay dung he thtng kho
hang dugc thitt kt phu hgp vai vitc giao hang trong btru kin nho dtn hang
tram nghin khach hang. Thir thach Lan nhat cua amazon.com van la lam tht
nao de tip tic thanh cong trong khi hang loat cong ty khac da that bai, lam
sao thu dugc va duy tri lgi nhuan sau khi da dau tu mot khoan von rat Lan
vao mo hinh kinh doanh nay.
II. Ging ngh0 cua Amazon.com
Ben canh cua hang truc tuytn, amazon.com da mop rOng hoat dOng ra
rat nhitu huong khac nhau nhu: cua hang chuyen dung nhu cua hang ky
thuat, cit) chm. Amazon.com ding ma rOng dich vu bien tap trong nhitu linh
vx.rc khac nhau th6ng qua mang hied cac chuyen gia trong nhitu linh vuc.
Amazon.com con ma rOng danh muc san pham them hang tritu dau sach da
qua sir dung va kh6ng con xuat ban nira. Ngoai ra Amazon.com ma rOng
sang cac san pham ngoai sach ban, nhu lien lc& voi Sony Corp. Nam 2002
d ban cac san pham dm Sony online. Dac ditm not bat cua cua hang true
tuytn Amazon.com la a tim ki6m, de xem va at hang; nhitu thong tin ye
san pham, nhitu bai Binh luan, danh gia, nhitu gioi thitu, ggi y hop 15, va
419
- chuyen nghiep; danh mug san phAm rOng, phong phu, gia thap horn cac cua
hang truyen thing; he thing thanh toan an toan va thug hien dan hang
chuyen nghiep.
Amazon.com lien tug b6 sung cac tinh nang khien qua trinh mua sam
teen mang hap dan han dii yeti khach hang. Mug "Gift Ideas" dua ra cac
tuerng v'e qua tang mai me, hap clan theo tong thai diem trong nam. Mug
"Community" cung cap th8ng tin ye san pham va nhang y kien chia se dm
khach hang vori nhau. Mug "E-card" cho phep khach hang chgn lua va giri
nhimg buu thiep dien tir mien phi cho doanh nghiep be, ngueli than dm
minh. Amazon.com da va dang lien tic b6 sung them nhimg dich vu hap
clan nhu tren cho khach hang cua minh.
Amazon.com ding da ma rOng sang dich vu ho trg doanh nghiep nhu
san giao dich va dau gia dien dr. Amazon Auctions cho phep cac ca nhan va
doanh nghiep nho tham gia dau gia trIrc tuyen tren khap the giai. Dich vu
zShops cho cac doanh nghiep thue gian hang tren Amazon.com vai mirc phi
hqp 1St hang thang, cho phdp cac doanh nghiep nhe hien dien teen mpg va
c6 the sir dung N thing thug hien dan hang hang dau cua Amazon.com .
Khach hang co the mua sam teen Amazon.com tir PCs, cell phones, PDAs,
Pocket PCs va dich vu dien thoai 121 dm AT&T.
He thing CRM cita Amazon.com hoat dOng hieu qua thong qua cac
hoat dOng marketing ca biet tai timg khach hang. Tir nam 2002, khi khach
hang vao trang web ciia Amazon tir Lan thin 2 tra di, mot file cookie dugc sir
dung de xac dinh khach hang va hien till dong chao hoi "Welcome back,
Tommy", va dua ra nhang ggi y mua sam dua ten cac hoat &Ong mua sam
tnrac do dm khach hang. Amazon gang phan tich qua trinh mua sam cua
cac khach hang thuemg xuyen va giri nhimg email ggi y ve cac san pham
mgi cho khach hang. Amazon.com da tien hanh thing key kien, danh gia
cua khach hang d6i vai san pham va cho phep khach hang dua ra cac ltra
chgn chinh xac va nang cao long tin dm khach hang trong qua trinh mua
sam tai Amazon.con han han so yeti mua sam truyen thing. Tat ca nhirng no
km nay dm Amazon.com nham tao cho khach hang sv thoai mai va yen tam
han khi mua hang ding tiled khuyen khich khach hang quay lai mua sam
420
- tiEp. BEn canh cOng cu tim kiEm dugc xay dung tinh to va hieu qua,
amazon.com con co he thong kho hang khang la gifip dem lai nang luc canh
tranh han han so vai cac d6i thu canh tranh.
Tu nam 1997, Amazon.com triEn khai hoat dOng lien k'Et vai cac ding
ty khac. DEn nam 2002 Amazon.com da co han 500.000 dai tac hop tac gi6i
thieu khach hang cho Amazon.com vai muc hoa hang 3-5% ten cac giao
dich dugc thisc hien. Tir nam 2000, Amazon.com ding triEn khai hoat d'Ong
hgp tac vai nhiEu clai tac khac nhu Carsdirect.com , Health and Beauty;
Drugstore.com va Toys"R"Us. Amazon.com cling 14 hop clang vai tap doan
Borders Group Inc., cho phep khach hang mua hang teen amazon.com dEn
lay hang tai cac cfra hang dm Borders. Ngugc lai, Amazon.com ding tra
thanh dra hang tren web ciia cac tap doan ban le toan cau nhu Target va
Circuit City. Amazon cling c6 trang ding cu tim kiern cua rieng minh tai dia
chi a9.com.
Theo nghien cfru dia Retail Forward, Amazon.com dugc xEp hang so 1
vt ban le teen mang. Doanh thu nam 2003 dat 5.3 ty USD, nam 2005 dat gan
7 tS, USD, chitin lchoang 25 doanh so ban le qua mang. Theo danh gia tinh
hinh hoat Ong dia Amazon.com hien dang co xu htrorng tot vai chi phi
dang giam dan va lgi nhuan dang tang dan.
Hien nay, Amazon.com dang co danh muc san pharn vai 17 trieu dAu
sach, nhac va DVD/video va khoang 20 trieu khach hang, Amazon.com
ding c6 danh !nue 1 trieu sach tiEng Nhat.
Q1.4 1 nam 2001, Amazon tuyen 1)6 Ian dau tien co lai. Nam 2003, tang
lai thuan dat 35 trieu do la my. Day c6 1e la thanh ding ban dAti va ding la
thir thach lam nil& hien nay dia Amazon.com ding nhtr cac ding ty ban le
qua mpg khac.
421
- P& G: Quang cao tryr tuyin
Cau holt:
1. Bai hoc kinh nghiem?
2. So sanh veri 1 website ding nganh tai Viet Nam?
3. Tai sao .quang cao tnrc tuyen ngay cang hieu qua horn cac hinh thirc
quang cao truyen thong?
4. P&G da sir dung cac hinh thirc nghien ciru thi truong nhu the nao?
I. Vain de
Thi tru6ng hang tieu dang yen c6 tinh town cau va canh tranh khec kiet.
Cac cong ty kheng 16 nhu: Procter & Gamble, Colgate Pamolive, Unilever,
Nettle, va Coca Cola deu dang c6 gang canh tranh voi hang tram san pham
to kern danh rang, to giay den c/6 ueng. De ton tai nhimg cong ty nay phai
lien tic nghien ciru thi tut/11g, phat trien cac san pham mei va quang cao
lien Arc. Nghien ciru thi tnr6ng va quang cao trong moi tnamg canh tranh
ngay cang khec tiet c6 the chiem ten 20% doanh se, tir do lam giam lqi
nhuan horn nun nhUng that bai trong quang cao con lam giam doanh thu va
danh mat thi phan tham chi pha san. Dieu nay cho thay chitin luqc quang
cao hieu qua bao gem ca quang cao tnrc tuyen (web Ads) la het sirc can
thiet. Doi voi cac cong ty trong nganh cong nghe tieu dung. P&G la cong ty
san xuat hang dOng g6i lan nhat a my, voi horn 300 nhan hieu va doanh se
ban hang nam han 55 tS, USD. P&G dau to va quang cao nhieu han bat k5/
cong ty nao khac, khoang 5 tS, $ mOt nam. V'a'n de 6 P&G la lam the nao sir
ding tot nhat ngfin sach quang cao de dat ducfc cac mic tieu de ra.
II. Giai phip:
P&G bat du sir ding quang cao trkrc tuyen tren Internet cu6i 'thong
nam 1990. Teen cac cong thong tin 16n (sir ding Popup cho cac nhan hieu
nhu Scope & Tide) va tren website cua rieng minh. Vao nam 2000 cong ty
co 72 website dang hoat dOng. Thong thuong mOi site cho mOt san pham
chinh (pampers.com, tide.com va crest.com).
MOt se website cho cac thi tnrtmg not chung nhu beinggirl.com , cho
phdp cac khach hang thieu nien co the tim cau tra 16i cho nhang ban khan
422
- cua minh; pantene.com cho cac khach hang tao cac mau toe rieng va duqc
tu van ve tOc; reflect.com cho cac khach hang hm chQn d6 my pham. Den
nay, P&G la ding ty ban le di dau trong then khai cac du an tren web chir
yeu tap trung vao nghiem ciru thi tnremg va quang cao tivc tuyen.
Myc tieu chinh dm P&G la xfiy dung xung quanh moi san pham chinh
mot cong dong ngued sir dung tren web. Thong qua vie'c xay dr,mg va duy tri
website cong ty huang tai cac mix dich sau:
- Phat tritn su nhfin biet ved cac nhfin hieu va xfiy dung uy tin cho
nhimg nhfin hieu chinh; thu thip thong tin \ft khach hang; giam chi phi
quang cao; tien hanh quang cao den tong khach hang. Ban hang trirc tuyen
va ca biet h6a san pham theo tong yeu eau cua khach hang nhu reflect.com
- Cac dac ditm khac cua chi& lucyc quang cao tivc tuyen bao Xfiy
dung dOi tac Marketing chien ltrac nhu eVillage.com , dau tu vao cac cong ty
med co titm nfing nhu Plumtree Software va tham gia vao cac san giao dich
dien tir B2B cong vol cac ding ty khac nhu Unilever, Coca Cola, Hershey
Foot, cong ty tin tuang rang cac chi& luqc thuang mai dien tir se dem lai vi
tri dan dau ve thucmg mai dien tir tren thi truong. Tuy nhien, P&G ding nhfin
thay kha nfing chi thanh cong trong viec quang ba cac nhfin hieu.
147 do chinh khien P&G tung ra cac website nhu tide.com,
beingme.com la de thu thip gill lieu khach hang. Nhimg th8ng tin nay giup
cong ty ditu chinh chien lucyc marketing va quang cao hieu qua va chinh xac
hon. Cu tht nhu:
- Beingme.com cho phdp khach hang tra led cac cfiu hoi ditu tra tir d6
giai thieu san pham phir hop nhat vol nhu cau cim ho.
- Reflect.com chao ban nhong san pham dua tren cac se, thich cua
khach hang.
- Physique.com cung cap cac kitu toe cho ham 600 nghin khach hang.
III. Ket qui:
P&G dang tr6 thanh cong ty hang Mu vt hang tieu dimg tren mang vi ho
san sang thu tat ca cac chi& luqc thuong mai dien tir. Thanh cong cira P&G
trong (mg dung throng mai dien tir giup cling ty hoat &Ong tot trong th6i ky
kinh to suy thoai 2000-2003. Bang chirng la co phieu tang 50% trong khi gia
c6 phieu trong binh tai san giao dich chimg Ichoan New York giam 30%.
423
- COVISINT: San Giao dich din ht trong nganh o to
Cau hoi
1. BAi hoc kinh nghiem tir viec dau gia cac thiet bi san xuat 8 to?
2. M8 to quy trinh mua sAm qua dAu thAu truc tuyen?
3. Mo to quy trinh hoat dOng cua Covisint hien nay?
COVISINT
Tren the giai hien nay c6 khong nhieu cac nhA san xuat o to khac nhau,
tuy nhien ho mua linh kien, nguyen lieu va cac b0 phan tir hang nghin cac
nhA cung cap, nhang nha cung cap nay tiep tuc mua linh kien tir hang nghin
cac nhA cung cap khac. Truac day qua trinh mua sam thueyng cham, ton kern
va khong hieu quA.
Vao ngay 25/2/2000, General Motor, Ford Motor va DaimlerClysler
khai trucmg san mua sam dien tir B2B voi ten g9i Covisint. Muc tieu cua san
giao dich nay nham giam cac khau khong can thiet trong qua trinh mua sam
thong qua tich hqp va ph6i hqp gala cac nha cung cap nham giam chi phi
tang mirc dO thuan tien va nang cao hieu quA trong town b0 ngAnh o to. Ten
gqi Covisint la su ket hqp nhiing nguyen tic dugc sir dung khi thanh lap san
giao dich nay: CO c6 nghia lien ket, phi hqp, giao tiep; VIS c6 nghia tnrc
quan va cling c6 nghia IA tam nhin va tuang lai cua quan 15, he thong cung
cap; INT co nghia lA giai phap tich hop, cling c6 nghia la pham vi giao dich
tren khap qu6c te.
Muc dich cita san giao dich nay nham ket n6i nguii mua va nguai ban
trong nganh o to thanh mot mang luai duy nhat. Su minh bach ve thong tin
lam tang tOc dO ra quyet dinh va cho phep khA nang giao dich duqc thuc
hien m9i not m9i bk. ThOng qua web he th6ng nay cho phep nguai san
xuat lAp ke hoach va cap nhat lien tpc va thong bao nhimg thay d6i cho toin
b0 thanh vien cua chuOi cung img, ket quA lA can it hang luu kho hom, tang
kha nang dap irng nhu cau tnrac nhang thay gi tren thi tnr6ng nhanh hon.
Teen thuc to cac nhA san xuat o to sir dkuig mang luoi hang tram chuOi
cung (mg khac nhau. Do dO, he th6ng thong tin h.& nen vo ding phirc tap vi
424
- cac thanh vien trong chu6i cung img ding cung cAp cho nhieu nha san xuAt
khac nhau. Su phirc tap nay lam giam hieu qua trong qua trinh giao dich va
a
rat kho khan nha cung cAp rap ket hoach san xuAt theo nhu cAu cua cac
nha san xuAt o to.
Covisint thay d6i co ban he th6ng thong tin trong nganh o to. Thay vi
mo hinh Kim to thap vai nhUng nha san xuAt o to a tren Binh, Covisint sir
dung mo hinh "vo lang" vai cac nha san xuAt nam a trung tam va cac nha
cung cAp nam a cac yang tr6n ben ngoai. Nam 2004 c8 19 nha san xuAt o to
Warn a trung tam cua Covisint.
MOt trong nhimg muc tieu chinh cua san giao dich la thiet ke san phAm.
Covisint cung cAp cho nhitng nha san xuAt nhtmg phat kien lan nhk trong
nganh 6 to. Kha pang tich hop va phi hop trong town b0 chuOi cung frng de
116 tro va phat trien san phArn d6ng thai de trien khai san xuk. Hien nay
Covisint thu hilt 30.000 nha cung cAp.
Do quy mo km, qua trinh trien khai tuong doi cham, tuy nhien theo bao
coo than 5 nam 2001 Daimler Clysler sir dung Covisint thanh ding trong
dAu thAu mua linh kien o to vai tri gia 3 tS, do la My chi trong b6n ngay.
D'au nam 2004 Computerware Corp. mua lai Covisint va mac du c8 mot
s6 kho khan ve tai chinh ding ty nay van phuc vu 20.000 thanh vien tai 96
mac.
425
- ASITE: San giao dich din tir trong nganh xay d(rng
Cau hai:
1. Xac dinh cac yeu t6 dam bao thanh ding dm mo hinh nay?
2. So sanh Webcor va Asite?
3. Truy cAp Asite NIA mo to nhitng san phAm, dich vu mai nhAt?
4. Ngutm thu dm Asite tir dau?
5. Mo td cac cong cu du that', mua sam va quail l)",?
ASITE
Asite la mot san giao dich thuong mai din tir B2B trong nganh xay
dung tai vmmg qu6c Anh, thanh cong dm website bAt ngulin tir hoat dOng
mua sim va quan 1$, du an xay dung. DAc diem dm nganh xay d‘mg IA có su
phan tan, khoang cach ye mat vat lST va truyen thong gala cac thanh vien dm
chuOi cung img (nha thAu, nhA thu phu, kien trilc su, nha cung cAp nguyen
lieu...) day IA nguyen nh'an chinh lam giam hi'eu qua hoat dOng xay dung.
Asite.com duqc thanh lAp thong 2 nam 2000 bad mot nhOm nhung cong
ty hang d'Au trong nganh xay dung. Mo hinh kinh doanh dua tren hai lqi the
cira Internet: kha nang thong tin nhanh hon, hieu qua hart va nAng Luc xir IS,
th8ng tin qua Internet. Hoat dOng vai vai to IA mot cong thong tin va cung
cAp dich vu, cong nghe cho cac d6i tac. Asite nhanh chong phat trien thAnh
mOt cong thong tin lan nhAt trong nganh xay dimg.
Asite thu hilt dOi ngii nhan vien tir tat ca cac d6i tac de xay dung mOt co
s6 dir lieu ve kien thirc va kinh nghiem cho tat ca cac ben tham gia cong
tham khao. Tiep do cong ty dAt muc tieu tra thanh cong giao dich din tir
lan nhAt Chau Au trong nganh xay dung.
Ve co se:, ha tang, Asite quyet dinh khong to minh xay dung ma thay
vao do thiet 14p quan N d6i tac vai nht`mg nha cung cAp co san phAm
chuyen biet cao. Cong ty thiet l'Ap quan he d6i tac vai Commerce One - cung
cAp giai phap C6ng thuong mai din tir, Microsoft - cung cAp ha tAng cong
nghe va cac img dung nong cot, Attenda - thiet k'e va quan lSr N thOng co se,
ha tAng .4 mang.
426
- Asite xay dl.mg 7 san giao dich trong Citing thtrcmg mai dien tir dm
minh nham plwc vu nhu eau dm tAt ca cac d6i tac trong nganh xay ch..mg.
Bao g6m: Building Owner, Developer, Trade Contracter, General
Contracter, Engineer, Architect, Material Supplier. Thuc hien tAt ca cac
ding viec tir thiet Ice den mua sam va phan ph6i. Quy trinh kinh doanh bat
dau tir viec phan tich cac van de ma cac dOi tac gap phai nhu mua sam
khong hieu qua, th8ng tin khong day N.
Asite cam ket xay dung he thong d6i tac th6ng qua giao dich tucmg tac
tren cac san giao dich. Giai pita') thuong mai dien tir dm Asite cho phep ket
not vao san giao dich a dang va thuan tien th6ng qua Internet, dap ring nhu
cau dm tAt ca cac ding ty tir lan den nho.
Viec ket hcfp gala cac cong ty hang dau trong nganh xay dung, kinh
nghiem quan Ijc ca so. ha tang cong nghe thong tin hang dau, giai phap cong
nghe thong tin hang dau cho phep Asite xay dung mot san giao dich lien ket
town b0 cac cong ty trong nganh xay dung.
427
- GTN (Global Transportation Network): Meng van tai loan dm
Cau heft:
1. Xac dinh cac yeu t6 thanh cong cua GTN?
2. DOng luc thu but cac thanh vien tham gia la gi?
3. Cac bien phap nang cao chat lugng dich vu khach hang?
GTN - eng dung thwang m3i din tir vao van tai du?rng Wen
Ben canh nhising thanh cong cua cac san giao dich ve nguyen lieu va
san pham nhu ChemConnect va Covisint, mOt s6 san giao dich trong rinh
vuc dich vu ding dugc xay dung va phat trien nhanh chOng. MOt trong
nhimg cong giao dich dien tir ve van tai dikrng bien dugc biet den Wri ten
goi GTN mang van tai toan cau.
GTN dugc thanh lap nam 2001 voi su tham gia dm 13 hang van tai
du&ng bien chiem fling s6 tren 40 % kha nang van tai tren khap the giai va
mOt cong ty phAn mem GTNESUS chuyen ve cac phAn mem trong Logistic
toan cau va chuOi cung ung. Muc dich cua san giao dich la phuc vu nganh
van tai duang bien cu the bao g6m cac cong ty chuyen char, ngu8i giri hang,
cac nha cung cap dich vu (Ngan hang, dai 1S, bao hiem, cong ty giao nhan va
cong ty Logistic). Sir menh cfia san giao dich la thay d6i ve ca ban quy trinh
van chuyen hang tren pham vi toan cau thong qua sir dung Internet de cung
cap cac dich vu an toan va thuan tin cho khach hang va nguari chuyen chef.
De xay dung cong giao dich nay ban quan1S, da phi hgp yeti cac khach
hang de xac dinh cac nhu cau va giai phap dap frng nhung nhu cau day. Cac
giai phap B2B thuong tap trung vao mOt hoac mOt s6 nhirng module có kha
nang dap img mOt hoac mOt so nhu cau nhat dinh rat kho phii hap voi nhu
cau van tai do dO can xay dung mOt san giao dich mai. San nay phai dap
img dugc nhimg giao dich ca ban nhu thue tau, bao gia, thanh toan, kiem tra
hang, thikmg luting ve cikrc phi, quan IS/ container va lap lich van tai. GTN
cung cap he th6ng booking tieu chuan hoa, 4 thong xir 15, chung tir va he
th6ng theo dOi hang boa dtmg thai cung cap dich vu hO frg khach hang tot
hcm va hieu qua ham.
428
- Ben canh do san giao dich dien tir GTN cling cung cap kha nang cac
Wet hoa cho pile!) cac khach hang va ngued chuyen cha to thay d6i cac
thong tin theo nhu cau bao gem quan 1S, mac phi, du bao nhu cat' va phan
be nguem ltrc.
Loi ich cua he thong nay dei v6i nganh van tai duomg bien bao gem:
- Tang hieu qua va giam chi phi. Nghien ciru nam 2002 dm Accenture
ix& tinh chi phi tiet kiem tir he thong nay dat 5 — 10 %. Ben canh do GTN
giup cac ding ty chuyen ch& . giam chi phi dau to vao cong nghe thong tin de
xay dung he thong rieng caa ho.
- lieu churn hOa va a sir dung. GTN to deng hOa nhOng giao dich Co
ban va tao dieu kien thuan lien hcm cho cac khach hang khi giao dich vbi
nhieu nha cung cap tren met san co tieu churn chung.
- An town va bao mat. GTN cung cap met moi tilting an town va bao
mat cho khach hang va nguari chuyen cher khi lien hanh giao dich qua
Internet.
Nganh van tai throng bien ngay cang tra nen canh tranh hcm va doi hoi
phai co str plied hopa giam chi phi giira cac hang van chuyen. He dieing
dm GIN gulp tang cutmg phei hop gitra cac hang chuyen chef chia se he
th6ng thong tin thong qua chu'an ma, tang cuOng giao dich thong qua Web.
Ung dung cong nghe thOng tin hieu qua la yeti t6 guy& dinh den thanh
cong cua GTN. Ca so dir lieu dtrgc churn h6a phu hop vgi he th6ng cua tat
ca nheng nguOi sir dung.
Cac quy trinh giao dich ding tieu churn hOa cho 010 ngtr6i chuyen
a
chef giai thieu dich vu den khach hang dang va thuan lien. Khach hang co
the tra ciru thong tin tren toan bo he then va booking met cach thuan tien.
He thong con cho phdp cac ben tham gia tien hanh cac giao dich &au that'
truc tuyen. Thank cong dm GIN ducfc tap chi InforWorld danh gia la met
trong ba du an thanh ding nhat nam 2002.
429
- CHEMCONNECT: San giao dich nguyen 1igu trong nganh hda chat
Can hoi:
1. Bai hoc kinh nghiem?
2. Ytu t6 dam bao thanh cong?
3. So sanh vori 1 website ding nganh tai Viet Nam?
1. Van de:
Viec mua ban nguyen lieu va ban thanh pham hoa chit, nhua va cac
nguyen lieu lien quan dugc hang nghin cong ty tren khap the gioi thuc hien
hang ngay. Tnrac khi c6 internet, qua trinh giao dich nay dien ra vai t6c do
cham, phan tan, kern hieu qua va chi phi cao. Hau qua dm qua trinh nay la
ngtrai mua phai tra gia cao, ngtdri ban chiu chi phi cao va can nhieu trung
gian de t6 chirc quy trinh mua sam.
2. Giii phap:
Ngay nay ngtrai mua va ngueri ban cac san pham haa chat NIA nhua co
the gap nhau truc tuyen thOng qua nhimg san giao dich dien tir, dien hinh la
Chemconnect.com . Cac cong ty hang (tau the giai trong nganh cong nghiep
Floa chit, nhu Bristish Pertroleum, Dow Chemical, BASF, Hyundai,
Sumitomo, va rat nhieu ding ty khac cid va clang thuc hien giao dich dien tin
thong qua ChemConnect hang ngay. Nhang ding ty nay c6 the tiet kiem chi
phi, giam tiled gian giao dich, tim dugc cac thi tnrang mai va cac cl6i tac
kinh doanh mai tren khap the giai. Day la nhitng nguai dau tien tham gia thi
tnrang dien tir B2B trong nganh cong nghiep hoa chat.
ChemConnect cung cap san giao dich dien tir va cong thong tin cho han
9000 thanh vien a ten 135 mac. Thanh vien cita ChemConnect gem cac
nha san xuat, khach hang, nha phan ph6i, cac trung gian trong nganh cong
nghiep hoa chit.
ChemConnect cung cap cho cac thanh vien nfOt trung tam giao dich vai
3 hoat Ong chinh:
430
- - Trung tam giao dich cho nguai mua. Tai trung tam nay ngu?yi mua c6
the tim nguai ban veil khip the giai. Ngtrai mua c6 the dang cac yeu cAu
chao hang, cac thu mai diu thAu, thuang luting, dam plan...
- Trung tam giao dich cho nguai ban. Tai day nguai ban co the chao
ban cac san phim cho cac khach hang tiem rang tham gia diu thu vOi hang
nghin san phim dugc diu thAu thuang xuyen.
- San giao dich hang hoa ket not cac san giao dich dien tir teen lc* the
gioi ve mat hang hoa chit nhua va cac mat hang lien quan. Cac thanh vien
c6 the giao dich tai M91 tiled diem de tra ciru cac thong tin cap nhat nhit tren
the giai. Cac nha kink doanh co the chao mua, chao ban nhanh chOng, bi
mat, an toan trong su6t qua trinh giao dich. Cac thanh vien cua
ChemConnect co the sir dung trung tam giao dich de nang cao hieu qua mua
va ban thong qua dich vu to deng h6a chao mua chao ban. Trung tam nay
cho phep cac thanh vien dam plan hieu qua han vai the d6i tac hien tai
cling nhu tim kiem d6i tac mai de tham gia cac giao dich mua ban. Vai ten
9000 cong ty thanh vien, Chemconnect la met dia diem rat hieu qua de co
the tim dugc intic gia tot nhit va nhirng dieu kien giao dich thuan tien tren
the giai. Ben canh do, cac thanh vien co the truy cap ca sa cut lieu voi han
63.000 san phim hoa chit va nhkra.
ChemConnect IA met trung gian dec lap, co nhang quy tic huang clan
cu the dam bao six cong bing trong cac giao dich thuang mai. Tit ca nhang
quy dinh phap ly, quy dinh ve thanh town, quy tic giao dich va nhting huang
an lien quan dugc th6ng bao dAy du va chi Wet. M6 hinh doanh thu g6m phi
giao dich hang nam cua cac thanh vien, phi dang ky diu thAu va diu gia.
Cac thanh vien chi tra phi cho cac giao dich da dugc thkrc hien thanh cong.
Ca 3 dich vu teen deu dugc cung cap trixc tuyen thong qua Bloombeg.com,
va dugc chuyen sang 30 thir tieng lchac nhau. Cac d6i tac cling cung cap rat
nhieu dich vti h6 trg. Citigroups va ChemConnect ding ph6i hop cung cap
met s6 dich vu cho cac thanh vien. ChemConnect ding cung cap he th6ng
thong tin de ket n6i yen cac thanh vien va quan 157 met mang luoi khoang
10.000 cong ty.
431
- 3. Ket qua:
Lgi ich tong the ma ChemConnect dem lai cho cac thanh vien la kinh
doanh hieu qua Ilan, cac giao dich vOi chi phi thap hail, qua trinh dam phan
giao dich nhanh chong hen.
Cling mot qua trinh mua sam dL thau truyen thong co the mat mOt vai
tuan them chi Vai thong. Thong qua san giao dich dien tir, mot ding ty clat
mua 100 tan Axit phan ph6i den Urugoay vori gig ban Mu 1.1$/kg, dugc
giam xuOng 0.95$ qua 6 chao thau lien tiep chi trong yang 30 giay. Ben
canh do ngutri ban ding tim dugc nhieu nguai mua hen de tieu thy hang him
du thira.
ChemConnect tip tuc phat tri'en, ma rOng mpg luori thanh vien va
tang s6 lugng giao dich hang nam. Cong ty bat Mu co lgi nhuan nam 2004.
MOt trong nhung yeu to thanh cong la do 40 ding ty hOa chat hang du the
gioi nam gill 1/3 c6 phieu ding ty. YL t6 thir 2 clan den thanh ding la cac
doanh nghiep trong nganh sir dung san giao dich nay thutrng xuyen. Yeu t6
thir 3 la cac thong tin thi tnrong dm ChemConnect dugc cung cap trirc tip
qua Bloombeg - kenh thOng tin tai chinh hang Mu the gioi.
432
- CISCO: Mo hinh elearning thanh cong
Cau
1. Bai hgc kinh nghiem?
2. Yeu to dam bAo thAnh ding?
3. So sanh von 1 website ding nganh tai Viet Nam?
1. Viin de
Cisco System IA met trong se nhimg cong ty cong nghe cao phat trien
nhanh nhat the OM, chuyen ve cung cap cac thiet bi mang. He thong san
pham dm Cisco lien tuc dugc phat trien va nang cap do do doi hoi lien tuc
dao tao va tap huan nhan vien de sir dung va tieu thy nhimg san pham nay.
Cisco nhan thay nhan vien, doi tac kinh doanh, sinh vien trong ngAnh cong
nghe thong tin deu có nhu eau dugc dAo tao lien tuc. Phong hoc truyen
thong khong the dap img dugc nhu eau dao tao ngAy cang tang. Trong met
nam, Cisco da to chirc 6 den 10 lan khoa tap huan tai nhieu dia diem nhung
van kh8ng dap img dugc s6 lugng sinh vien ngay cang tang cong von fee dO
tang truong nhanh cua cong nghe thOng tin lam cho viec dAo tao vira ten
kern vira khong hieu qua.
2. Giii phap
Cisco tin rang Elearning lA met giai phap cach mang de dAo tao dei ngil
lao deng va cac doi tac nhcmg kien thirc va ky nang can thi'e't nham bin str
thay del ve cong nghe troy thanh 19i the ciia cong ty. Vi vay Cisco trien khai
cac chuang trinh Elearning cho phep sinh vien nghien ciru cac phan mem
phan cuing va cac quy trinh sir dung man. Theo quan diem dm Cisco khi MQi
nguiyi tham gia vao h9c truc tuyen ho se nhan thirc dugc day lA cach nhanh
a
nhat, thuan tien nhat lay dugc thong tin ma hoc can.
De trien khai Elearning, Cisco da thAnh lap ra met Itrc lugng Delta
Force do chinh Tong giam dec dieu hAnh John Chamber, phong IT va nhom
giAi phap hoc qua Internet. Nhiem vu dau tien cua DF IA xay dung hai cong
433
- Elearning, C6ng thir nhAt danh cho 40 cong ty doi tac va ban san pham cua
Cisco, cong thir hai danh cho 4000 ky su he th6ng nham cung cap dich vu
sau ban hang.
De khuyen khich nhan vien sir dung he th6ng Elearning, Cisco da ap
dung cac bien phap sau:
- Coi Elearning la met phan bat buOc cua nhan vien.
- Xay dung he thong Elearning yid cac cong cu truy cap qua Internet de
dang.
- Giam su phirc tap, tang su him ich thong qua cac bai Test giiip nhan
vien tang cudmg kien thirc va ky nang nhieu han la danh gia trinh d6 hien
tai.
- Giup m9i nhan vien vugt qua duac bai Test can thiet thong qua cac
bai luyen thi, tai lieu twang dart va thi thir.
- Tao dieu kien cho ngtroi quan 15, theo d6i, quail 15, tien des hoc tap dia
nhan vien, danh gia skr thay d6i ve kha nang va ket qua cong viec.
- Dua ra nhitng phan thuang cu the nhu c6 phieu, than chfic, tien
thudmg cho nht-mg nhan vien tham gia Elearning va dat duqc nhimg chimg
chi theo quy dinh.
- Coi Elearning la met thuerc do chitin lucre tir ten xwing dual cho tat
Ca cac lanh dao dm Cisco.
DM vai cac nhan vien, d6i tac va khach hang dm Cisco to chirc trung
tam Elearning Center For Excellence. Trung tarn nay to chirc dao tao tai ca
sa dm Cisco ding nhu ca so dm khach hang thong qua Internet.
Cisco cung cap hang boat chuang trinh dao tao thong qua Elearning.
Nam 2001 Cisco chuyen doi met chuang trinh dao tao ben ngay nreri có
giang vien htrang clan (ILT Instructor Led Traning) ve he thOng thong tin
lien to chirc ciia Cisco thanh /nest chuang trinh dao tao tr%rc tuyen. Muc tieu
dia chuang trinh nham dao tao cac ky su he th6ng, plurcrng phap ban hang,
cal dat cau hinh va van hanh nhang cong nghe chu chOt dia Cisco.
434
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