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automaker business.[22] It stresses that Internet was never intended to completely replace traditional American commerce. The auto industry is about as traditional as commerce can be. Consumers use the Internet to figure out what to buy, but when it comes time to make the deal, a test drive, tire-kicking and price haggling still rule. Meanwhile, behind the scenes, automakers' efforts to establish strong supply chains and delivery mechanisms via business-to-business initiatives appear to be holding their own. Some auto companies, like FordDirect.com and Ford Motor Company, allows a consumer to "build" a vehicle by selecting colors, options, etc., and then search by zip code for the desired vehicle at local dealerships. By adding to the convenience of shopping online, automakers offer features such as calculators that allow consumers to determine what they can afford and what their payments might be. Information on financing options is also available. Next, let’s look at the standards to determine the degree of the integration between the virtual and physical operation (bricks-and-clicks). The following 4 business dimensions should be evaluated:[23] 1. Brand · The choice to integrate brands or keep them separate is largely a choice between trust and flexibility. Extending a company’s current brand to the Internet gives instant credibility to a web site. 2. Management · There are two choice for the management: Integrate or separate. An integrated te无忧论文 【http://www.uklunwen.com】am can better align strategic objectives, find and exploit synergies, and share knowledge. Separate teams can focus more sharply, innovative more freely. Because each approach has its advantages, companies may choose to adopt one according to their own business model.
3. Operation · Decisions about integrating operations should be based on the strength of a company’s existing distribution and information systems and their transferability to the Internet. Integration can provide significant cost savings, a more compelling and informative site, and a competitive advantage over pure dot-com competitors.
4. Equity · Of all the integration decisions, this one is the most important. Integration allows the parent to capture the entire value of its Internet business. Separation can help attract and retain talented managers and provide access to outside capital.
7. Customer Relationship Management & Personalization
The Internet offers many opportunities for a better understanding of customer’s behavior and for developing a closer relationship with them. Customer relationship management (CRM) and personalization systems allow for the collection and application of comprehensive information to create a more customized environment for the consumer. While the potential for such systems is substantial, they are complex and difficult to implement, and if not professionally managed, can lead to the abuse of consumer privacy. CRM is based on the co |
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