Succeeding in the Dotcom Economy: Challenges for Brick & Mortar Companies
Succeeding in the Dotcom Economy: Challenges for Brick & Mortar Companies
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在互联网经济中取得成功：砖块面临的挑战
DOI：
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发表时间：
2003
期刊：
影响因子：
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通讯作者：
Dennis Pollard
中科院分区：
文献类型：
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作者：
Peng S. Chan;Dennis Pollard
互联网正在演变成一个强大的新渠道，让传统商店或所谓的“实体”公司在现有商业模式的基础上进行扩张。尽管实体店与纯粹的互联网公司相比有一定的内在优势，但前者向网络空间的过渡是一段许多人步履蹒跚的旅程。这项研究考察了传统公司在数字经济中寻求成功竞争所面临的挑战。互联网改变了我们做生意的方式。不再需要与供应商、销售人员或客户服务代表进行面对面的接触来购买商品，因为这可以通过点击鼠标来完成。互联网已经进军企业对消费者(B2C)和企业对企业(13213)两个领域，在线企业预计将成为未来十年左右最大的增长领域。传统公司，即所谓的“砖头和迫击炮”(B&M)，正面临着应对新的电子商务新贵的竞争威胁的压力。这些互联网纯播放已经能够创造强大的在线品牌认知度，提供良好的客户服务，并且一周7天，一年365天，每天24小时开放。其中一些甚至允许客户选择定制，并允许他们通过社区或论坛与其他客户交流。定制服务的能力使客户能够与公司建立关系，同时还能够购买他们喜欢的商品。实体店可以为顾客提供良好的服务，但不能为顾客提供网上购物的便利和便捷。为了让B&M在所在行业保持竞争力并重新获得市场份额，它们必须弄清楚如何最好地利用互联网。为什么砖块和迫击炮应该上网？原因很简单：为了保持竞争力，为了增加利润，为了增加市场份额。Forrester Research所做的研究估计，1999年有1700万家庭在网上购物，预计在线销售额将超过203亿美元。据预测，到2004年，4900万美国家庭将在网上花费1840亿美元。在B2B方面，Gartner Group估计，全球B2B市场将从1999年的1450亿美元增长到2000年的4030亿美元，到2003年底，全球B2B收入将达到3.95万亿美元。到2004年，B2B电子商务将占全球预计105万亿美元总销售额的7%。有了这些令人震惊的统计数据，B&M公司需要认识到，互联网是企业增加收入和市场份额的另一个分销渠道。与一两年前相比，如今的购物者对网上购物的安全性更有信心，也更愿意在网上购买产品。随着网购趋势的上升，B&M可能会感觉到他们的店铺业务受到了威胁。通过上网，B&M可能两全其美，即既可以留住从实体店购买的现有客户，又可以通过利用希望在线购买的客户来扩大客户基础。然而，对于B&M来说，成为一家成功的在线公司的道路并不像听起来那么容易。事实上，正如许多B&M所经历的那样，这段旅程充满了陷阱和陷阱。在这篇文章中，我们将首先回顾B&M相对于纯互联网公司的优势。接下来，我们将研究B&M为了成功地将互联网作为其业务的组成部分而必须克服的一些挑战。砖块和砂浆的优势在上网方面，B&M享有一些明显的优势，而不是纯粹的互联网竞争对手。B&M享受着更低的每份订单成本，而且只需花费纯玩法的四分之一就能吸引顾客。…
The internet is evolving into a powerful new channel for traditional stores or so called "brick and mortar" companies to expand upon their existing business models. While the physical stores have certain inherent advantages over the pureplay internet companies, the former's transition into cyberspace is a journey that many have faltered. This study examines the challenges faced by traditional companies in their quest to compete successfully in the digital economy. Introduction The internet has changed the way we do business. No longer is there a need to have face-to face contact with a supplier, salesperson or customer service representative to purchase goods when this can be done with the click of a mouse. The internet has made inroads into both the business to consumer (B2C) and business to business (13213) segments and online business is predicted to be the biggest growth area in the next decade or so. Traditional companies, the so called "brick and mortars" (B&M), are being pressured to respond to the competitive threats by new e-business upstarts. These internet pureplays have been able to create strong online brand recognition, provide good customer service, and are open 24 hours a day, 7 days a week, and 365 days a year. Some of them even give customers the option of customization and allow them to communicate with other customers through communities or discussion forums. The ability to customize service allows customers to build a relationship with the company while also being able to purchase merchandise that they like. Physical stores can provide customers with good service but they cannot provide customers with the convenience and easy accessibility of purchasing online. In order for B&Ms to remain competitive and regain market share in their industries they have to make sense of how to best utilize the internet. Why Should Brick and Mortars Go Online? The reason is quite simple: to remain competitive, to increase profits, to increase market share. Research done by Forrester Research estimated that in 1999 there were 17 million households shopping online and that online sales were expected to top $20.3 billion. By 2004, it is predicted that 49 million U.S. households will spend $184 billion online. On the B2B front, the Gartner Group estimates that the worldwide B2B market will grow from $145 billion in 1999 to $403 billion in 2000 and that by the end of 2003, global B2B revenues will reach $3.95 trillion. By 2004 B2B e-commerce will represent 7% of the forecasted $105 trillion total global sales transactions.' With these alarming statistics B&M companies need to realize that the internet is another channel of distribution for businesses to increase revenue and market share. Shoppers are more confident in the security of shopping online today and are more willing to buy products online as opposed to a year or two ago. With the trend toward online shopping on the rise, B&Ms may feel their instore business being threatened. By going online B&Ms can potentially have the best of both worlds that is, by retaining their existing customers who buy from their physical stores and also increase their customer base by tapping into customers who wish to buy online. However, the road to becoming a successful online company for B&Ms is not as easy as it sounds. Indeed the journey is fraught with traps and pitfalls, as many B&Ms have experienced. In this paper, we will first review the advantages that B&Ms have over the pureplay internet companies. Following that, we will examine some of the challenges that B&Ms have to overcome in order to successfully embrace the internet as an integral part of their business. Advantages of Brick and Mortars In going online, B&Ms enjoy some significant advantages over pureplay internet competitors. B&Ms enjoy lower costs per order and can attract customers at as little as one fourth the cost of the pureplays. …