QUN TR CHIN LC BI TP NHM S 2 PHN TCH MI TRNG BN NGOI

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Nhm thc hin: 1. 2. 3. 4. ng Th Phc Hunh B Thu Dung V Trung Hiu Nguyn B Hng Qun 36k03.2 36k03.2 36k15.1 36k15.1
nng, ngy 23 thng 9 nm 2013

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MC LC
LI M U ..................................................................................................................... 3 I. II. 1. 2. 3. 4. 5. 6. III. 1. 2. a. b. c. d. e. 3. 4. 5. a. b. c. 6. 7. GII THIU AMAZON. ............................................................................................ 4 PHN TCH MI TRNG V M. ....................................................................... 5 Mi trng kinh t. ................................................................................................ 5 Mi trng nhn khu hc .................................................................................... 8 Mi trng chnh tr php lut............................................................................. 10 Mi trng vn ha x hi .................................................................................. 11 Mi trng cng ngh ......................................................................................... 12 Mi trng ton cu ............................................................................................ 13 PHN TCH MI TRNG NGNH V CNH TRANH. .............................. 16 Tng quan ngnh bn l trc tuyn. .................................................................... 16 M hnh 5 lc lng cnh tranh. ......................................................................... 19 Nng lc thng lng ca nh cung cp: Trung bnh ................................... 20 Nng lc thng lng ca ngi mua: Cao ................................................... 21 Cc i th cnh tranh tim tng: Thp ........................................................... 21 Cc sn phm thay th: Trung bnh.................................................................. 25 Cnh tranh gia cc i th trong ngnh: Cao ................................................. 26 Cc nhm chin lc trong ngnh. ...................................................................... 31 Cnh tranh trong chu k ngnh. ........................................................................... 36 Lc lng dn dt s thay i trong ngnh. ........................................................ 41 Mc tng trng trong di hn ca ngnh. ...................................................... 41 S thay i cng ngh v hnh vi ca khch hng. ......................................... 43 Ton cu ho. ................................................................................................... 49 ng thi ca i th........................................................................................... 50 Cc nhn t then cht thnh cng. .................................................................. 52

NGUN THAM KHO ................................................................................................... 55

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LI M U
Amazon.com, l mt ci tn tr nn rt quen thuc vi chng ta. N c bit n nh mt trang web bn hng trc tuyn ln nht th gii. n vi Amazon, bn c th tm thy bt c th g bn mun. Cc qung co ca Amazon p vo mt chng ta bt c khi no chng ta click vo internet. Cc chuyn gia gi Amazon.com l mt trong nhng cng ty c tim nng v trin vng bc nht hin nay. Vi doanh thu hng t la/nm trong vng 4 nm hnh thnh v pht trin, r rng Amazon l mt trong nhng ngi khng l ca th gii thng mi in t. ng ng sau s thnh cng ca Amazon phi k n ngi sng lp ra n l Jeff Bezos. Cu chuyn m Jeff Bezos khi s nn Amazon cng l c mt huyn thoi. T khi thnh lp cho n ngy nay, Amazon khng ngng pht trin v i mi, ngy nay, n khng ch bn hng qua mng m cn sn xut ra sn phm ca ring mnh, ln sn sang mng my tnh bng. Cho thy, tham vng ca Amazon l vt mt c nhng tn tui ln nh Apple, Google hay Microsoft... tr thnh ngi thng tr trong mi trng cng ngh. Nhm thc hin ti mn hc Qun tr chin lc, nhm xin c nghin cu v cng ty Amazon.com. Qua vic tm hiu bit thm v nhng quyt nh chin lc lm nn nhng bc tin thn k ca Amazon, bit thm v sao Amazon.com tr thnh mt thng hiu khng l khng ch ti nc M m trn ton th gii. Bi lm cn nhiu hn ch, mong nhn c nhng gp chn thnh t thy v cc bn nhm hon thnh tt hn. Xin chn thnh cm n!

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I. GII THIU AMAZON.

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Amazon.com l mt cng ty thng mi in t a quc gia, c tr s chnh ti thnh ph Seattle, bang Washington, Hoa K. Amazon c sng lp bi Jeff Bezos vo nm 1994. Ngy 16/07/1995 Amazon c a ln mng nh mt hiu sch trc tuyn vi mc tiu s dng Internet chuyn hot ng mua sch sang mt hnh thc d dng nht, em li nhiu li ch nht c th. Quyn sch u tin m Amazon bn l Fluid Concept and Creative Analogies ca tc gi M Douglas Hofstadter. Tn gi ban u ca n l Cadabra, tuy nhin ngay lp tc, Bezos thay i n v ng nghe nhm thnh Cadaver (ting Anh ngha l xc cht). Sau i thnh Amazon. Ci tn Amazon c nh gi l mt hnh nh l tng, biu tng cho s pht trin tng lai sng ln, gi ln mc tiu ca cng ty l Earths biggest selection S la chn ln nht th gii. Nh sng lp i tn cng ty ca mnh theo tn mt dng sng v hai l do, th nht l minh chng khi lng sch khng l m h bn. Th hai, ci tn bt u bng k t A s d c ngi s dng gh thm hn. Amazon.com bt u nh l mt hiu sch trc tuyn,v nhanh chng a dng ho lnh vc bn l ca mnh: nhc, phn mm my tnh, tr chi video, hng in t, hng may mc, g, thc phm, v chi v nhiu sn phm khc. Cng ty Amazon.com c mnh danh l Website mang li s la chn phong ph nht trn th gii, ti y bn c th mua hu ht bt c th g mnh mun. Website chnh ca cng ty l amazon.com . Vi phm vi hot ng rng khp th gii, Amazon thnh lp cc trang web ring bit ti hn 10 quc gia nh: Brazil, n , Ty Ban nha, , Canada, Anh, c, Php, Nht Bn v Trung Quc. Hin nay ti Amazon bn c th mua hn 28 triu mt hng khc nhau. Tnh n qu II nm 2013: Doanh thu t 15.7 t USD tng 22% vi qu II nm 2012 (12,83 t USD).

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II. PHN TCH MI TRNG V M.

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1. Mi trng kinh t. Mi trng kinh t vi nhng yu t v lm pht, li sut, GDP,... lun to ra nhng thch thc v c hi cho mi cng ty. Chnh v vy, vic nghin cu nhng bin ng ca mi trng kinh t, t tm c gii php ph hp nhm vt qua th thch, nm bt c hi l iu v cng quan trng vi cng ty, c bit l trong nhng giai on kh khn. Nm 2001, nn kinh t ton cu ri vo khng hong, c bit cuc khng b ngy 11/9/2001 gy ra hu qu nghim trng cho M-mt trong nhng nn kinh t ln nht th gii, hot ng kinh t ton cu gim cn 2,2%, t l tht nghip 11,7%, lm pht 5,6% vo nm 2001. ng thi, y l thi gian xy ra s sp ca bong bng dot-com, hng lot doanh nghip phi tuyn b ph sn, ri nghnh. ng trc tnh cnh , Amazon a ra quyt nh ti c cu mnh m, tp trung ct gim chi ph. N ct gim 15% lao ng, ng ca mt s trung tm phn phi, ng thi vay 2 t USD t ngn hng. Ngoi ra, n cn thc hin cc chnh sch gim gi nhm kch cu, cho php i th s dng gian hng o ca mnh. Trc nhng n lc , Amazon tr li c sau cuc khng hong trong khi nhiu doanh

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nghip khc phi ri khi cuc chi, v sau gn mt thp k lm n thua l, Amazon thu c khong li nhun u tin l 5 triu USD vo qu IV nm 2001. Trong nm 2002 v 2003, Hoa K l quc gia dn u phc hi v cung cp mt s kch thch cho phn cn li ca th gii, vi mc tng trng GDP t 3% nm 2003, t l lm pht gim t 3,7% xung cn 1,8% nm 2003, thu nhp kh dng tng 12,9%, chi tiu ca ngi tiu dng cng tng 8,15% so vi nm 2001. Nm 2004, kinh t M t mc tng trng 4,3%, cao hn 1,3% so vi mc tng trng 3% nm 2003, y l mc tng trng cao nht k t nm 1999.

ng trc tnh hnh kinh t M ang dn khi phc v pht trin mnh m, Amazon quyt nh thc hin hng lot cc cuc mua li nh: Nm 2005, Amazon ginh c quyn s hu BookSurge, mt cng ty in n theo yu cu v c bit l Mobipocket.com, mt cng ty chuyn cung cp cc phn mm ebook, mua li CreateSpace (tin thn l CustomFlix), mt nh phn phi DVD c tr s ti California. Nm 2007, Amazon mua dpreview.com, mt website ph bnh nh k thut s c tr s ti London v Brilliance Audio,nh xut bn sch ni c lp ln nht ti M. Amazon gii thiu nhng dch v mi cho khch hng nh Amazon Prime - mt dch v v min ph vn chuyn trong hai ngy cho nhng n hng diu kin, cng

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nh gim gi cho ph vn chuyn trong mt ngy. Nm 2005, Amazon bt u vic bn sn phm vi nhn hiu u tin ca mnh l Pinzon - c s dng cho hng dt may, dng c nh bp v hng gia dng. Ngoi ra cn a ra cc dch v in ton nh Amazon Web Services (AWS) vo nm 2002, Amazon Mechanical Turk nm 2005, nm 2006, Amazon gii thiu dch v ca hng trc tuyn gi l Amazon Simple Storage Service (Amazon S3). Amazon m rng hng lot cc danh mc sn phm nh : Nm 2005, cho ra DVD rental, nm 2006, Sporting Goods Store, nm 2007, cho ra Watches store, Baby store, Shoes and Handbags, ... Trong iu kin thun li ca nn kinh t pht trin mnh m, Amazon y mnh hot ng nhm m rng th trng, a dng ho sn phm, dch v cho khch hng. Nm 2008, khng hong ti chnh bng pht ti M v nhanh chng lan rng, nn kinh t M li mt ln na ri vo suy thoi. GDP lin tc gim t t 2% xung n 8,3%. n cui nm 2009 c mt s tng trng nh. y l giai on suy thoi trm tng ca nn kinh t hng u th gii.

Tc tng trng GDP thp v t l tht nghip cao lm gim sc mua ca hng ho, gy ra s gim mnh v nhu cu Trc tip nh hng n doanh s bn hng ca Amazon.com.

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ng trc tnh hnh kinh t m m nh th, Amazon quyt nh tn cng sang nhng th trng chu nh Trung Quc, n , T nm 2010 n 2013, nn kinh t M dn khi phc v bt u tng trng tr li, tuy nhin ch t mc 2,6% nm 2010, v tip tc c xu hng gim (nm 2011).

Tuy kinh t vn ang trong tnh trng khng tng trng thm th doanh s bn hng trc tuyn ca Amazon vo nm 2011 vn tng 11% . L do ny xy ra do nhiu ngi tiu dng ang thay i thi quen chi tiu ca h i vi vic tm kim "Mc c hng ha". Amazon c th c hng li t iu ny rt nhiu nh vo kh nng ca h cung cp hng ha gi c phi chng mt cch nhanh chng v d dng cho cng chng. 2. Mi trng nhn khu hc Dn s

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Cu trc tui

Ging nh nhiu quc gia pht trin khc, M c cu trc dn s ngy cng gi i vi nhiu ngi v hu hn v t ngi trong tui lao ng hn. T sut tng t nhin ca M gim, xu hng gim ca nhm di 15 tui gim r rt. Tui th trung bnh cao v t l ngi dn trn 65 tui tng r rt. tui ca dn s cng c mt s ngha trn amazon.com. S kt hp tui dn s s xc nh loi sch s c nhiu kh nng c tiu th ca cng chng. V d, nu m khu vc c th hoc quc gia c s lng tr em cao, Amazon.com s c li th ca bn sch tr em trong cc khu vc tng ng. Tng t nh trn, ngi ln s thch cc ti liu c dnh cho ngi ln trong khi thanh thiu nin thch c cc tp ch

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tui teen. Amazon a ra nhng sn phm ph hp vi la tui, sp xp theo tng nhm to s thun tin, tit kim thi gian tm kim sn phm ti Amazon. 3. Mi trng chnh tr php lut Cc doanh nghip bn l online hot ng trong mi trng chu s qun l ca php lut lin quan n cc qui nh v lut giao dch in t, lut thng mi, hoc cc vn bn php lut lin quan n quyn s hu tr tu, hi quan, u thu, mua sm trc tuyn, nhng iu lut qui nh v s an ton v bo mt mng Ti M, kinh doanh bn l trc tuyn ch c th tin hnh khi tnh php l c tha nhn (biu hin c th bng s tha nhn php l ca cc gi tr giao dch in t, ch k in t, ch k s ha, thanh ton in t, cc d liu c xut x t cc c quan nh nc, s hu tr tu hm cha trong thng tin website, b mt i t, v bo v php l i vi mng thng tin chng ti phm xm nhp), v cc c quan xc thc hoc chng nhn ch k in t Amazon.com a ra dch v Amazon Web Services l ngi tham gia trong chng trnh Safe Harbor c a ra bi B Thng mi Hoa K v Lin minh chu u, xc nhn rng h tun th cc nguyn tc bo mt Safe Harbor. Theo lut qui nh v thu sut ca Hoa K cng nh cc quc gia khc, Amazon a ra thng bo v mc thu sut p dng cho tng quc gia.

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4. Mi trng vn ha x hi Mua sm trc tuyn tng ng k trong nhng nm gn y. Thng mi in t tin li v khng c gii hn a l v ngi tiu dng c th c quyn truy cp vo mt la chn hng ho bt c ni no v bt c khi no h mun. Hn na, c mt la chn khng gii hn v hng ha cho khch hng xem xt v so snh. Nhng li th ny chuyn hnh vi mua sm ca khch hng t cc ca hng bn l sang mua sm trc tuyn. Theo mt cuc kho st ngi mua sm trc tuyn: 48% s ngi mua hng trc tuyn trong 12 thng qua, 66 % cc nh bn l web a thch, v 73 % khch hng hon thnh gn 50% chng mua sm trc tuyn ca h. S ph bin ngy cng tng ca mua sm trc tuyn ang cung cp mt nn tng cho Amazon khai thc nng lc ct li ca h. Nh vi Amazon, cng vi s gia tng lng khch hng trc tuyn, n a ra nhng chnh sch nhm m rng quy m, a dng ho sn phm ca mnh thng qua cc cuc thu tm, mua li cc trang web trc tuyn khc, khch hng c th tm thy bt c th g khi n vi Amazon, tr thnh s la chn ln nht trn th gii.

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Ngy nay, mi trng ang l mi quan tm ca ton cu Mua sm trc tuyn vn thn thin mi trng hn so vi bn l truyn thng. Amazon cng pht trin nhng hot ng, sn phm nhm hng n mi trng nh: Bao b thn thin vi mi trng. Hu ht cc n t hng Amazon.com c vn chuyn trong thng cc- tng m trung bnh cha 43% phc hi cht x. Sau khi s dng, 100% c th ti ch s dng trong sn xut cc sn phm giy khc. Chng trnh Kaizen. Thnh vin Amazon c thc lm vic cng nhau thc hin cc sng kin v mi trng v nng lng trn tt c cc b phn ca cng ty thng qua cc chng trnh Kaizen, t tn theo ngha cm t thay i tt hn(change for the better) ca Nht Bn. Thng qua chng trnh ny, nhn vin ca Amazon tt c cc cp tm vo mi ngc ngch ca mt qu trnh xc nh cht thi v cc gii php thay th thit k c nng lng hiu qu hn. Sn phm xanh trn Amazon.com. AmazonGreen l mt chng trnh a ng bao gm mt danh sch cc sn phm m khch hng la chn l sn phm xanh tt nht c cung cp bi Amazon.com v l ni khch hng khm ph ton b la chn sn phm mu xanh l cy ca Amazon. Khch hng c th d dng tm thy cc sn phm p ng c h thng nh gi mi trng M, bao gm EPEAT(cc sn phm Cng c nh gi mi trng in t), ENERGY STAR, WaterSense v USDA Organic, khi mua sm trn Amazon.com. 5. Mi trng cng ngh Cuc cch mng ca Amazon: Phng php qun tr da trn cc con s thc t khng phi lc no cng d dng thnh cng. Bezos l ngi tin tng vng chc vo nn kinh t dot.com v tin hnh mua nhiu cng ty dot.com ph sn hay ang khng hong nh Kozmo.com v Pets.com. Khon u t ny khin Amazon phi chi ra 350 triu USD trong thi gian t 2000 n 2002. Bong bng Internet cng lm. Bezos chi qu nhiu tin vo m rng quy m. Sau khi m 6 nh kho v ri tng ln 8, Amazon cui cng phi ng ca 2 nh kho v sa thi 1.500 nhn vin v gnh mt khon l 400 triu

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USD vo chi ph ti u c. Tuy nhin Bezos c th phc hi v a Amazon vt qua thi k bong bng Internet n tung. Trong 5 nm tr li y, vi s pht trin nhanh chng ca khoa hc cng ngh l s bng n ca smartphone v tablet, iu ny dn n s tng trng vt bc ca cc ng dng mua sm to ra cuc cch mng ha nhng quyt nh mua hng ca ngi tiu dng, lm xut hin thut ng mi l Thng mi di ng. Theo s pht trin , vo nm 2007, Amazon tung ra sn phm u tin ca mnh l Kinlde-mt thit b sch in t di ng. Nm 2011, tip tc tung ra cc phin bn Kindle Fire v Kindle touch lm ph v doanh thu trong nm, tng 40% so vi nm trc. Bc tin ca Amazon trong vic ln sn sang lnh vc sn xut cc thit b cng ngh mang li thnh cng bc u cho Amazon trong vic lm tng doanh s bn. Song song vi s ra i cc thit b cng ngh di ng, s ra i ca cc trang mng x hi nh Facebook, Twitter. cung cp mt bn p mi cho vic tng tc thng hiu, tip th truyn ming v cc trang mua bn trc tuyn cho cc nhn hng nhm cung cp knh mua bn b sung cho cc nh bn l. 6. Mi trng ton cu Vo giai on nn kinh t M vn ang cn thi gian khi phc th nn kinh t chu u c v sng sa hn trong nm 2003. Tc c tng trng tng sn phm quc ni (GDP) t 2,6%, mc cao nht k t nm 2001, do sc nng ng c tnh cht lu di trong cc hot ng kinh t ni b v tng trao i thng mi quc t. Trong , kinh t cc nwocs khu vc ng Euro t mc tng trng 2,1%. Kinh t Php, c hai u tu ca EU cng phc hi vi mc tng GDP ln lt t 2,3% v 2%. T l tht nghip trong EU n nh mc khong 9% lc lng lao ng. nn kinh t ang pht trin chu tng trng mnh vi tc 6,8%, cao hn 0,5% so vi mc tng 6,3% nm 2003. y l mc tng trng cao nht th gii. Cc nn kinh t khu vc ng t mc tng trng 7,8% - mc cao nht k t nm 2000.

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Trung Quc tip tc dn u ng v tc tng trng kinh t v mc nh hng i vi cc nn kinh t khc trong khu vc. Tng kim ngch xut nhp khu tng thm 200 t USD/nm, a Trung Quc ng hng th ba trn th gii. u t trc tip nc ngoi bnh qun thu ht c hn 50 t USD/nm, ring nm 2004 t 60 t USD, c 450/500 cng ty xuyn quc gia hng u th gii u t vo Trung Quc. n - nc ng dn th hai trn th gii, ang ni ln thnh mt hin tng trong nn kinh t ton cu vi tc tng trng kinh t trong my nm gn y t trung bnh khong 8%/nm. u t phc hi do tng trng kinh t mc cao nht trogn 15 nm 1ua. u t trc tip nc ngoi (FDI) t hn 5 t USD, cao hn khong 1 t USD so vi nm 2003, v n n tr thnh mt trong nhng nc hp dn nht th gii v thu ht u t trc tip nc ngoi. Nm 2005, mc tng trng GDP th gii gim t 4,1% nm 2004 xung cn 3,2% trong nm 2005. Trung Quc tip tc l nc c nn kinh t tng trng nhanh nht vi t l 8,1%, trong khi tng trng ca M gim xung 3,1%. , Php v c vn tip tc trong top 10 nc c nn kinh t tng trng chm nht vi v tr ln lt l 7, 9 v 10 vi t l t 1,5-1,8%. Trc tnh hnh kinh t th gii pht trin mnh m, c bit nhn thy tim nng to ln ca kinh t chu , nht l s tng trng vt bc ca Trung Quc, n , Nht Bn, nm bt c hi ny, Amazon a ra chnh sch nhm m rng quy m thm nhp th trng ny. Nm 2004, Amazon.cn ra i nhm phc v cho th trng Trung Quc, mua li Joyo.com mt website thng mi ca Trung Quc. Nm 2003, thnh lp cng ty con u tin l A9.com, Inc. Nm 2009, khng hong ti chnh ton cu, c bit l tnh trng n cng cc nc chu u. T l thy nghip ti khu vc ng Euro cao nht trong 12 nm qua vi 9,8% tnh n thng 10/2009. Trong khi chu c nh gi l khu vc a nn kinh t th gii thot khi cuc khng hong ti chnh ton cu. Mc tng trng GDP

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ca Trung Quc s t 8,5% trong nm 2009 v 9% trong nm ti. n - nn kinh t ln th ba khu vc - t mc tng trng 6% trong nm 2009. Amazon tp trung u t vo th trng Trung Quc v n . Amazon to rat rang Amazon.in cho th trng n , m rng hn danh mc sn phm trn website Amazon.cn nh Shoe Store, Baby Store and Dry Food Store, ng thi, Amazon cn y mnh chng trnh gim gi, Free ship sang cc nc khc kch thch ngi tiu dng mua hng. Kinh t th gii nm 2010 c nh gi l c tc tng trng mnh hn d kin vi 4,8%, cao hn nhiu so vi mc -0,6% vo nm 2009, song y l s phc hi khng ng u. Tng trng GDP ca nhm cc nc pht trin c t hn 2,7%. Nn kinh t M ch t tc tng trng 2,6% vo nm 2010. Nhm cc nc ang pht trin t 7,1% cao hn nhiu so vi mc 2,5% nm 2009. Chu i u trong tin trnh phc hi kinh t vi mc tng GDP l 9,4%, tr thnh ng lc ca s tng trng kinh t th gii. n - nn kinh t m ca t hn so vi cc nc lng ging v nh t b nh hng hn, hu nh khng gim tc, t 9,1%, mc tng cao nht trong ba nm qua. Nn kinh t Trung Quc gi vng tc tng trng 10,3%. Nm 2012, tng trng thp v bt n ti cc nc pht trin ang tc ng n cc nn kinh t mi ni v ang pht trin thng qua cc hot ng thng mi v u t. ng ch , do nhu cu nhp khu yu t ti cc nc pht trin, thng mi ton cu nm 2012 ch tng 3,2%, trong khi nm 2011 tng 5,8% v nm 2010 tng 12,6%. Ti cc nn kinh t mi ni BRICS, tng trng cng gim t 6,2% nm 2011 xung 5,3% trong nm nay. Dn u nhm BRICS l Trung Quc vi tc tng trng nm 2012 l 8,0% v c th vn tng 7,5% vo nm 2013. Trin vng kinh t n khng r rng v ch tng di 6%, mc thp nht trong 9 nm qua, k vng nm 2013 s phc hi v tng trn 6%. iu ny cho thy th trng Chu -Thi Bnh Dng vn rt tim nng cho s pht trin. Amazon m rng th trng ra cc nc nh Australia bng cch a ra trang web ring cho n Amazon.au. Bn l qua mng s tng trng mnh m t nm

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2006 n 2011 vi doanh s tng hn 100%. S tng trng ny c thc y bi s lng ngi s dng internet, tng 85% k t nm 2000 Thm nhiu khch hng tim nng cho Amazon.com. Amazon khai thc c hi t cc quc gia mi ni nh Trung Quc v n , trong c dn s cao v thu nhp ngy cng tng. Da trn mt cuc kho st ton cu ca ngi mua sm trc tuyn, ngi dn Trung Quc tham gia vo mua sn trc tuyn hn 8,4 ln so vi bt k th trng khch trn c s hng thng. Nh mng li dch v phn phi v sc mnh ca thng mi in t, Amazon tn dng nng lc ct li ca n nm bt th trng ton cu. Chnh sch ni lng ca th trng chu u nm 2002 gip Amazon m rng th trng thng qua cc cuc mua li. Nm 2005, Trung Quc l nc u tin a ra lut v thng mi in t : Loi b tr ngi php l v cung cp mt mi trng php l an ton v minh bch hn. Tng cng s dng thng mi in t cho c ngi tiu dng v cc doanh nghip To c hi cho Amazon c th pht trin th phn ti quc gia ny, ng thi m rng kinh doanh cho cng ty. S khc bit trong vn ho gia cc nc m chng ta thy r rng nht l ngn ng. c bit vi nhng nc khng s dng ting Anh th vic khch hng mua sm trn Amazon s rt hn ch. V vy, c th m rng th trng mt cch hiu qu, Amazon thit lp nhng website ring bit trn 10 quc gia trn th gii. iu ny gip Amazon tip cn khch hng tt hn. III. PHN TCH MI TRNG NGNH V CNH TRANH. 1. Tng quan ngnh bn l trc tuyn. a. nh ngha ngnh. Bn l trc tuyn l mt hnh thc ca thng mi in t, doanh nghip thc hin vic bn hng ho hay dch v cho khch hng thng qua vic s dng internet.

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Ngnh bn l trc tuyn l mt tp hp cc doanh nghip cung cp dch v nh l mt trung gian phn phi sn phm t nh sn xut n cho khch hng, bng cch s dng internet to ra mt gian hng o tp hp hng lot cc danh mc sn phm t nhiu nh sn xut khc nhau, ni khch hng la chn hng ho, dch v, thc hin vic mua sm c nhn , v vn chuyn n n cho khch hng. b. Sn phm ca ngnh bn l trc tuyn. Cc sn phm c bn trn cc trang web trc tuyn rt phong ph v a dng nh: sch, tp ch, a nhc, bng Video v a DVD, phn mm, in t tiu dng, nh bp, dng c, thit b lm c, lm vn, chi tr chi, tr em, qun o, th thao, thc phm, trang sc, ng h, thit b chm sc c nhn v y t, sn phm lm p, nhc c, vi, rau qu, nguyn liu cng nghip v khoa hc Cc sn phm c bn trn Internet c phn loi: Cc sn phm hu hnh nh sch, my tnh, cc thit b dng c nh bp, Cc sn phm s ho nh sch in t, cc bn nhc, phimcc sn phm

cc sn phm lm p, nhc c, vi, trang sc... ny c chuyn ti khch hng bng hnh thc download trn web.

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Vo thng 7 nm 2012, theo nghin cu ca Forrester Research, nhng sn phm ph bin nht ang c bn trc tuyn l hng may mc, sch, phn cng my tnh, phn mm my tnh, qun o, chi / tr chi video, a DVD video, sn phm chm sc sc khe v lm p, in t tiu dng v m nhc. c. Cc yu t cu thnh. Khch hng: l ngi i do trn web tm kim, tr gi, t mua cc sn phm, t website nh bn l. Ngi bn: c hng trm nghn ca hng trn web thc hin qung co v li ko khch hng n vi trang web bn hng ca h. Hng ha: cc sn phm hu hnh, s ha hay dch v. C s h tng: phn cng, phn mm, mng internet. Front-end: cng ngi bn, Catalogs in t, Gi mua hng, Cng c tm kim, Cng thanh ton. Back-end: X l v thc hin n hng, Qun l kho, Nhp hng t cc nh cung cp, X l thanh ton, ng gi v giao hng. Nh mi gii l trung gian ng gia ngi mua v ngi bn. Cc dch v h tr: dch v chng thc in t, dch v t vn... d. Phn loi cc m hnh kinh doanh bn l trc tuyn. Cc m hnh kinh doanh bn l in t c th c phn loi theo 4 cch: Theo phm vi cc hng ha c bn (hng ha phc v mc ch chung, hng ha chuyn dng). Theo quy m a d bn hng (ton cu, khu vc). Theo m hnh doanh thu (m hnh bn hng, m hnh thu ph giao dch, m hnh thu ph ng k, m hnh thu ph qung co, m hnh thu ph lin kt v cc m hnh theo

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cc ngun thu khc: ph tr chi, ph xem chng trnh th thao, ph thu giy php, ph thu s dng phn mm..). Theo knh phn phi: 2 hnh thc ph bin nht ca m hnh bn l in t theo knh: Nh bn l in t thun ty: Cc nh bn l in t ny khng c cc ca Nh bn l hn hp: y l cc nh bn l truyn thng c thm website b hng vt l, m ch bn hng trc tuyn, v d nh: Amazon.com, ebay.com. sung (V d: Walmart.com, Barnesandnoble.com, Homedepot.com). e. Phn loi khch hng trc tuyn. Ngi n gin (Simlifier): ch ving thm mt s t cc webssite chn lc, khng ving thn trn lan. Ngi n gin xc nh cc trang bn l m h thch, rt t tm kin cc a ch mua sm mi. Thch s thun tin n cng, khng a thch cc c trng b sung (nh phng chat, qung co pop-up). Ngi lt sng (Surfer): chi ph rt nhiu thi gian v tin bc trn Web. Chim 8% trong s ngi dng tch cc, nhng chim ti 32% tng thi gian trc tuyn. Ngi lt sng lin tc tm kim kinh nghim mua sm mi, thng tin mi. Ngi kt ni (Connector): lun mun th nghim vi Web. Chim khong 36% s ngi dng tch cc; 42% trong s h l mua hng trc tuyn. C xu hng tm nhng thng hiu ni ting m h bit v tin cy khi h d nh mua hng trc tuyn. Ngi mua bn kim li (Bargainer): s dng Web trc ht sn tm phi v mua bn, mua bn trao tay tha mn th vui sn tm. hp dn li ko ngi sn r, site cn p ng yu cu ca h mua bn, kim c gi cao, thn thin vi h. Nhm ngi ny chim ti 50% tng s ngi dng eBay. 2. M hnh 5 lc lng cnh tranh. Qu trnh phn tch mi trng ngnh v i th cnh tranh rt quan trng cho cc t chc, bi v n c ch cho cc nh qun l hiu c nhng hot ng ca nhng lc

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lng cnh tranh trn v gia cc t chc trong cng ngnh. M hnh phn tch nm lc lng cnh tranh ca Porter c s dng nh gi s hp dn ca cc ngnh cng nghip khc nhau, v do , n c th gip trong vic minh ha cc lc lng cnh tranh trong cng mt ngnh cng nghip c th. a. Nng lc thng lng ca nh cung cp: Trung bnh Cc nh bn l lun tm cch a dng ha sn phm ca mnh dn n vic s lng nh cung cp rt ln. V d nh Walmart l nh bn l ln nht th gii, vi hn 40 danh mc hng ha cng vi h thng phn phi rng khp trn ton cu, do s lng nhng nh cung cp sn phm cho Walmart l rt ln. Hn th na, nh c nhiu chuyn gia c o to k cng v nhiu kinh nghim trong lnh vc pht trin hiu qu, tm kim th trng cng nh marketing, mt s cc nh bn l hin nay nm bt c y thng tin v th trng cc nh cung cp, nn c th d dng la chn cc nh cung cp c mc gi thp v cht lng tt hn. Nhiu nh cung cp xem h nh l mt i l bn l s lng ln sn phm c tiu chun ha ca h nh Amazon, ebay,... iu ny lm h thp nng lc thng lng ca nh cung cp. Trong bn l trc tuyn vi mt s sn phm chuyn bit hay sn phm c thng hiu, bn quyn lm tng chi ph cho cc nh bn l c th s hu c quyn cung ng cho ngi mua. Mt s e do n t cc nh cung cp khi h c kh nng tham gia vo th trng cnh tranh trc tip vi nh bn l trc tuyn thng qua vic m cc ca hng trc tuyn ca chnh h. iu c ngha rng cc nh cung cp c kh nng khng cn n bn th ba nh Amazon hay Ebay. Nhng iu trn lm nng cao nng lc thng lng ca nh cung cp lm n c li th c th gy sc p v gi bn cng nh cht lng ca sn phm ln cc nh bn l trc tuyn.

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Nhn chung, nng lc thng lng ca nh cung cp c nh gi mc trung bnh. b. Nng lc thng lng ca ngi mua: Cao T khi xut hin vo cui nhng nm 90 ca th k XX th ngnh bn l trc tuyn pht trin khng ngng, vi s xut hin ca hng lot cc doanh nghip gia nhp ngnh. iu ny khin nng lc thng lng ca ngi mua mc cao bi v c rt nhiu s la chn mua bt k sn phm no c bn t cc nh bn l khc nhau. V d, mt ngi mua sch c th la chn mua hoc t Amazon.com, Barnes v Noble hoc thm ch t cc trang web khc nh BookSense.com v BookSite.com. Vi s lng ln cc doanh nghip trong ngnh ngoi vic dn n cnh tranh v rng sn phm cn khin cnh tranh v gi gay gt. Cc doanh nghip nh gi sn phm, hay c chi ph vn chuyn thp hn s c li th hn trn th trng. V d, Amazon.com trc y ra gi b su tp album ca Michael Jackson 20-30USD, thp hn so vi gi th trng, mt ng thi thu ht khch hng cng nh em li li ch tt cho h, iu m amazon cam kt. c. e da t cc i th cnh tranh tim tng: Thp S trung thnh vi nhn hiu: Vn ln nht ca vic mua bn trc tuyn l tin cy i vi sn phm, khch hng khng th s, th hay cm nhn n trc tip. Vy lm th no cho khch hng tin tng sn phm m ngi bn ha hn? V vy, cc cng ty trong ngnh n lc tm ra nhng gii php to dng lng tin cho khch hng ca mnh, c bit l cng ty Amazon. Amazon gii thiu h thng phiu bu; crowd-sourcing nhng kin phn hi t cng ng ngi mua sm ngay trc c khi crowd-sourcing tr nn ph bin. Hn th na, Amazon s dng mt cch hiu qu d liu v nhng khch hng mua sm ca mnh, mang n cho h nhng li mi v li ngh chia s nhng yu thch ca h. Tt c nhng iu trn to ra mt cm gic cng ng cho ngi mua sm, hay t

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nht khin h cm thy chnh h la chn sn phm da trn mt s loi thng tin, ngh khch quan. T cc cng ty trong ngnh cng bt chc chin thut ny ca Amazon v u mang li hiu qu tng t - to dng lng tin cho nhn hiu. Mt khi c c mt lng ln c s khch hng trung thnh, n l n by cc ln cng ty trong ngnh a nhng nn tng cho nhng cng ty bn hng trc tuyn nh hn lin kt c th truy cp vo mng li khch hng rng ln ny, ni m h xy dng cho khnh hng lng tin v nhng sn phm tt nht. Mt v d c th vo nm 2006, Amazon lp ra aStore to mi trng kinh doanh lin kt vi cc bn lin quan thng qua chin lc marketing lin kt. aStore, nhng nh bn l khc c th nu sn phm ca h trn cc gi hng ti trang web ca amazon hoc nhng lin kt t nhng trang web ca h. V chin lc lin kt ny thnh cng khi vo nm 2007, Amazon cng b c 1,3 triu ngi bn hng thng qua h thng website ton cu ca Amazon v xp x 40% doanh s ca n l t kt qu ca chin lc lin kt trn. Kh nng nhng i th c mun nhp cuc s gim i, chnh h s phi lin kt vi cc cng ty trong ngnh hoc l tm ra cch no gy dng nn nhng khch hng trung thnh, iu vn ht sc kh khn v tn km. Lng trung thnh nhn hiu l mt ro cn trong vic gia nhp ngnh ca cc doanh nghip khi m h khng d dng g c th cnh tranh c cc i th ln nh Amazon, Ebay, Walmart. Tnh kinh t ca quy m: Cc cng ty nhp cuc b buc phi bt u vi quy m nh v b mt li th v chi ph hoc phi chp nhn mo him nhp cuc vi quy m ln v chu chi ph vn ln khi m cc li th v chi ph trong ngnh l ng k. Amazon, l mt v d in hnh ca mt cng ty dot-com to dng ln tnh kinh t ca quy m. Amazon s dng nhng khon doanh thu ln gia tng quy m cc

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ca hng sch nhanh nht c th. Amazon xy dng h thng kho bi rng ln c th cha hng ha v cng nhiu v cng gip amazon c th mua trc tip t nhng nh xut bn. Do gip cng ty b qua s ph thuc ca n vo nhng ngi cung cp v cn gip tng danh mc sn phm ca n mt cch nhanh chng. Hin nay, Amazon c hn h thng kho bi s tri rng khp th gii, i lin vi nhng cng ty con ca n. M l ni c s lng kho bi nhiu nht khi c n 32 nh kho ang hot ng v 3 ang xy mi, 2 Canada. Ti chu u, h thng ny tri rng qua cc quc gia t Lin Hip Anh (7 ang hot ng v 3 ang xy mi) cho n Php, c, Ty Ban Nha, H Lan, Slovakia, Italya. Ti Nht Bn Trung Quc, n cng c mt lng kho hng ln, tng cng l 13. Vi h thng kho bi khng l nh th, s lng nhn vin ca amazon ti cng rt ln, ln n hng trm ngi cho mi ni. Nhn vin ti kho ca amazon c trch nhim i vi bn nhim v c bn l: m gi v kim tra hng n; ct gi hng ha v ghi li v tr ca chng; thu nht hng ha ti v tr dc ghi li tren my tnh to ra mt l hng c nhn; cui cng l giao hng. My tnh trung tm ni m lm nhim v ghi li v tr hng ha v bn ng i cho nhn vin ly hng ng vai tr trung tm nht; nhng nhn vin mang my tnh cm tay m kt ni vi my tnh trung tm v mn hnh s thong bo tin trnh lm vic cho h. Mt nhn vin thu nht vi chic gi c th i b 10 dm mt ngy hoc hn th na. Ngun lao ng ch yu ti Anh ca Amazon c ly t cc cng ty t vn vic lm, cc cn b cao cp c tuyn dng thong qua cng ty Randstad Holding mt cng ty uy tn trong lnh vc sn u ngi ti Chu u. Mt s cng nhn chp nhn lm vic cho Amazon v c hng tin tr cp hu tr, cng nh c phn ca cng ty; mt s b sa thi. Amazon to lun iu kin cho nhn vin ca mnh h th hin bn thn cng nh to c hi cho s thng tin trong cng vic. Nm 2012 nh du bc pht trin mi cho h thng kho bi ca Amazon. Cng ty c mt bc tin vt bc trong cng ngh t ng ha cng ngh ca tng lai thong qua vic mua li cng ty Kiva System. Kiva system ni ting th gii vi h thng thc hin t hng t ng vi s gip ca nhng con robot cho nh kho t ng. H

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thng ny c kh nng thay th h thng kho bi truyn thng trong tng lai, n c hiu qu cao cng nh chnh xc vt xa nhng g con ngi c th lm c trong h thng c khi con ngi phi i vng quanh nh kho v thu lm tng hng ha. Con s 775 triu la chi cho Kiva System khng h nh nhng n mang n cho amazon nhng li ch khng h nh mt cht no. Nh h thng kho bi vt tri hn cc i th tim tng cc cng ty trong ngnh c th mua hng s lng ln t c cc khong chit khu, iu ny to li th v chi ph cho h. Ngoi ra chi ph qung co cng l mt li th ca cc cng ty trong ngnh. Tnh kinh t theo qui m l mt ro cn cho vic gia nhp ngnh ca cc doanh nghip. S tr a: Cc cng ty mi mun gia nhp vo cn lng trc c cc hnh ng phn ng ca cc cng ty ang trong ngnh. Sc p gi bn, chnh sch khuyn mi l nhng yu t to nn ro cn nhp ngnh. Nh vic Amazon s min ph giao hng cho cc n t hng cao hn 25$, hay cc t gim gi trong cc k ngh l hng nm. Tuy nhin trong ngnh thng mi in t l mt ngnh tr, tc pht trin ca n trong thi gian gn y l kh cao, do khng trnh khi c nhiu l hng trong th trng. Nh nhng th phn cha c cc cng ty ln khai thc do ro cn v mt ngn ng hay tn gio, khch hng c th l mt c hi cho nhng ngi mi, cng ty mi mun gia nhp ngnh nhng khng mun cnh tranh vi nhng ng ln nh Amazon hay eBay, Vi mt s vn yu cu ban u c xem l t hn nhiu so vi nhng ngnh khc, cng vi chi ph thu c s h tng thp, ngy cng c nhiu cng ty bn l trc tuyn i vo hot ng. Mt s t c c thnh cng vi s sng to v i mi, s cn li khng to nn c iu g ng k trc sc mnh to ln ca cc i gia trong ngnh.

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Vi nhng phn tch trn cho thy ro cn cao v lng trung thnh, tnh kinh t theo qui m, s tr a ca cc i th ln trong ngnh lm ngn chn kh nng gia nhp ngnh ca cc doanh nghip. S e do t cc i th cnh tranh tim tng thp. d. Cc sn phm thay th: Trung bnh. Mt yu im ca cc ca hng online l khch hng cm thy khng tin tng khi ra quyt nh mua nhng sn phm m mnh khng s, nghe, cm nhn trc tip. Trong khi cc ca hng truyn thng li lm rt tt vic ny, nn n l mi e do ln nht v s thay th cho cc doanh nghip bn l trc tuyn. Do , vic to nim tin cho khch hng v nhng sn phm tt nht c cc cng ty trong ngnh bn l trc tuyn ch tm v t lm chin lc pht trin cho cng ty. V d nh cng ty Amazon c cam kt chc chn kinh doanh ng lut v lun da trn cc gi tr o c, bao gm nhng nh cung cp ca Amazon cng c cng cam kt nh vy. Amazon buc nhng nh cung ng phi tun theo cc iu khon tiu chun v trch nhim ca nh cung ng m c trnh by trc tip trn trang ch Amazon.com. Nm 2011, Amazon tin hnh kim ton 153 nh my trn 13 quc gia. Nm 2012, Amazon tip tc m rng quy m kim ton trn 19 quc gia vi hn 315 nh my. Cng ty tip tc lm vic cht ch hn vi nhng chuyn vin v t chc, thit k ca bn th ba c lp nng cao chng trnh kim ton ca cng ty. Cc cuc kim ton c th din ra bt ng m bo tnh trung thc hp l cho kt qu, cc nh cung ng s c th khng bit trc cho n khi c kim ton. V vy cc nh cung cp sn phm cho Amazon ang v s chp hnh cc cam kt c trong iu khon tiu chun v trch nhim ca nh cung ng ca Amazon. S tn ti ca cc trang web cho thu hng ha trc tuyn c th l mt sn phm thay th ng lo ngi cho cc cng ty trong ngnh khi m s lng cc ca hng ny ang gia tng trong thi gian gn y. c bit l cc sn phm nh sch, truyn, tiu thuyt, cc sn phm ny c thi gian s dng ngn hn v d dng kim sot. Cc trang

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web nh Textbookflit.com v Bookrental.com ang cung cp dich v cho thu vi gi r hn nhiu so vi bn trc tuyn. Tuy nhin trn thc t, Amazon khng my quan tm n nhng trang web cho thu sch. Nhng cun sch m amazon bn lun c c s quan tm ca khch hng, nhng ngi thc c th b cng sc tm kim, tin bc mua, lu gi. Vn ha mua sch c c amazon lan truyn cho cng ng cc khch hng ca n mt cch v thc. H quen vi vic mua trc tuyn vi mc gi hp l cho n trc khi c thm s la chn thu sch trc tuyn vi mc gi r hn. i vi cc sch c tnh ph bin nm 2012, Amazon m ca hng cho thu sch gio khoa. Khch hng hc sinh sinh vin ca Amazon c thm nhiu la chn hn khi cng ty ny a ra cc ngh hp l nht cho phn khc th trng ny nh min ph giao hng khi t gi hng trn 25$, c th mua lun sch n cui thi gian thu, c bit nht l gi thu thay i tng ng vi cht lng sch (mi hoc qua s dng). Vi vic khc phc c yu im lm tng tin cy ca khch hng vo trang web trc tuyn v tn dng nhng li th v s thun tin, tit kim chi ph, thi gian, cng sc, gi thp hn so vi cc bn l truyn thng, iu ny lm mi e do t cc sn phm thay th c nh gi mc trung bnh. e. Cnh tranh gia cc i th trong ngnh: Cao Cu trc ngnh: Internet m ra cho nhn loi nhng bc tin b vt bc, c bit trong lnh vc kinh doanh. Vic bn sn phm cho nhng khch hng qua mng khng cn xa l na, v nhu cu mua sm trc tuyn ca h cng khng ngng gia tng. Chnh do m s lng cc cng ty bn l trc tuyn cng gia tng trong thi gian gn y. Vi s a dng v sn phm, dch v th ngnh bn l trc tuyn c xem l ngnh phn tn. Cu trc ngnh phn tn em li mt e da hn l c hi. V cc sn phm c s tng ng cao nn cng ty kh c th to ra s khc bit so vi sn phm ca i th,

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kt qu l mt cuc chin tranh v gi xy ra dn n suy gim li nhun trong ngnh nu nh cng ty khng bit to ra s khc bit cho sn phm. Tuy nhin rt kh c th to ra s khc bit cho sn phm trong ngnh bn l trc tuyn nn chin lc tt nht m cc cng ty theo ui l cc tiu ha chi ph. Cc nh kinh t hc trng i hc Chicago a ra gi thit cc cng ty trong ngnh bn l trc tuyn cn phi cnh tranh v gi khi m c s gia tng v k nng tm kim thng tin v sn phm v gi c ca khch hng. Nhn chung cc cng ty ln nh amazon, wal-martc th s dng tnh kinh t ca quy m a ra mc gi thp hn. Ro cn ri ngnh: Mc d chi ph khi ng ca ngnh l thp, c bit khi doanh nghip c xu hng hot ng trn mt lnh vc v th trng c th nhng c th pht trin v c ch ng trong ngnh th cn u t nhiu vo cht lng sn phm cung cp, h thng kho bi, cc mi lin kt sao cho hiu qu, an ton v p ng c nhu cu ca khch hng mt cch ti a nht. Chnh v vy m ro cn ri ngnh ca ngnh l rt ln, c bit l i vi nhng cng ty ln, lu nm v thc hin nhiu chin dch sp nhp, mua li nh Amazon. Cc iu kin nhu cu: Ngnh bn l trc truyn ngy cng pht trin mnh m cng vi s gia tng nhanh chng ca ngi dng internet. Mua hng trc tuyn ngy cng c nhiu ngi bit n v s dng, s tin nghi cng nhng im mnh ca ngnh gip gi c lng khch hng ln v ngy mt gia tng. S gia tng nhu cu t cc khch hng mi hay s gia tng mua sm ca cc khch hng hin ti c khuynh hng lm du i s cnh tranh, bi n m ra mt khng gian ln hn cho s pht trin. Cc i th cnh tranh c amazon nhn nh v phn loi lm 3 nhm vo nm 2005. l cc ca hng bn l truyn thng, cng ty bn l trc tuyn v cng ty cnh tranh gin tip. Amazon tr thnh cng ty ln nht trong lnh vc bn l trc tuyn. Hn na, i th cnh tranh trc tip trong ngnh nh eBay vn ln v tr s mt v u

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gi trc tuyn cng nh gia tng gi tr cng ty trn th trng chng khon. Do vn ban u yu cu khng nhiu v bi v li ch ca n gy ra hin tng hng ngn cng ty va v nh d dng lp ra cc trang bn hng online ca chnh h. Hn th na, cc nh bn l truyn thng nh Wal-mart s dng Internet m rng knh phn phi ca mnh. Wal-mart: Wal-mart v Amazon l hai ng ln gy ra cuc chin tranh trong ngnh bn l trc tuyn m khng mt t ng no c th din t c tnh khc lit ca n. Trong cuc i u ny, khng c ai l David, nu nh wal-mart l Gorrila th Amazon cng l Gorrila. C hai u thng tr nhng lnh vc chuyn mn ca mnh. T mt ca hng sch trc tuyn, Amazon gi y l ca hng trc tuyn ln nht hnh tinh. Cn vi walmart l nh bn l ln nht th gii v bt c loi hng ha no. Con s doanh thu khng l nm 2012 ca Wal-mart 469 t la lm Amazon lung lay khi amazon ch t con s khim tn hn l 61 t la. Theo nh CEO ton cu Neil Ashe ca Wal-mart, cng ty ang nhm n mc tiu t 9 t la doanh thu trn th trng bn l, chim 2% tng doanh thu vo nm 2013. Wal-mart ang lm tt c nhng g c th ui kp amazon trong ngnh bn l trc tuyn, bng chnh mt s chin thut mang li thnh cng cho Amazon. Wal-mart cho php khch hng ca mnh t trc n hng qua mng sau gh qua ca hng ly n ging nh amazon lm vi Stapple v 7-eleven. Bn cnh cng ty ang m rng dch v giao hng cng ngy ln 4 thnh ph ti m, c th bin 4000 ca hng ca n thnh cn c giao hng mt ngy. Wal-mart ang mun xy dng nn tng bn l trc tuyn trn nhng chic smartphone. Nn tng Pangaea ang c pht trin bi phng nghin cu cng y ny, c th cho php ngi mua hng tm kim v i n cc ng dng mua sm trc tuyn trong nc M v mt s th trng ang pht thin khc nh Brazil, Trung Quc.

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Cuc chy ua ca Wal-mart v Amazon trong lnh vc bn l ngy cng tr nn th v, khi m 9 t la li nhun mong mun ca Wal-mart so snh vi Amazon ch l tin tiu vt, doanh thu ca mt qu nm 2013 t mc 21,27 t la. Ebay Ebay l cng ty a quc gia cung cp dich v bn hng gia khch hng vi nhau qua mng internet, c tr s chnh ti San Jose, Califonia. c thnh lp vo nm 1995 v gy ch vi s thnh cng t c trong thi k Bong bng dot-com. EBay c qun l thnh trang web u gi, mua bn trc tuyn mt bng phong ph cc hng ha v kinh doanh dch v trn ton cu. Ging nh Amazon, Ebay lun quan tm n vic m rng th trng cng nh a dng ha sn phm. eBay lm rt tt chin lc lin kt vi ngi bn, trong khi Amazon tp trung vo chin lc khch hng vi nhn hiu mnh cng chui cung cp ca mnh. Ebay nm trong nhm cc i th cnh tranh tr tip vi Amazon trong ngnh. Nhm th phn ch yu m ebay tp trung cnh tranh l bn th ba - nhng ngi bn hng. eBay a ra nhng so snh ca mnh vi amazon trong trong vic cung cp dch v bn hng. Cc yu t to nn s khc bit gia hai cng ty nh sau: Dch v m amazon cung cp cho ngi bn d s dng hn so vi eBay.

Cc cng c tm kim gi cc sn phm eBay phc tp hn nhiu so vi amazon. eBay tht bi trong vic lm n gin ha nhng yu cu cho n bn hng trc tuyn, trn nn web chnh cng nh trn nn in thoi trong khi Amazon c kh nng t ng ha cc yu cu trn. eBay v Paypal a ra mc ph cao hn so vi amazon cho ngi bn. Hu ht cc sn phm thng thng ca mt s nhng danh mc hng trn cng mt mc gi bn Amazon lun c u th v ph. eBay c s linh hot v d tip cn hn so vi amazon. eBay, ngi bn hng nh c cng iu kin bn hng cng nh tip cn nhng tnh nng ging nh

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nhng ngi bn hng ln hn. Trn amazon.com, to nn mt danh mc sn phm mi th ngi bn cn c danh hiu chuyn nghip m ch c th t c khi b ra 40 la mua n trong vng mt thng. i vi cc ngi bn s lng ln hng ha, amazon lun yu cu k ton, nh gi, cam kt mt cch cn thn c th a ra mc ph cho vic bn hng . Khng nhng to khng to ra bt c ro cn v chi ph cho ngi bn, eBay cn to cho h s thoi mi khi cho php ngi bn t t ra iu khon giao dch, cng nh cung cp nh dng u gi. eBay cung cp kh nng canh thi gian bn hng trong khi ngi bn trn amazon ch yu i vt phm ca h c mua. iu ny mang li cho ngi bn s linh hot trong vic qun l hng bn, nhng vt phm b dn ng. Tuy nhin eBay vn s thu mt khon ph cng thm nu nh ngi bn khng bn c hng, hay bn nhiu ln trong khi h c th n gin chng trn amazon 1 thng m khng tn ph. Tht l kh c th so snh eBay vi Amazon nu ko phi trn phng din bn th ba ngi bn hng, khi m Amazon lun chim u th trn nhng th phn cn li. Nu mun tip tc cnh tranh, eBay cn cng c s vng chc trn th phn bn hng cho ngi bn v to ra s khc bit ngay trn th phn ca Amazon, iu m mi cng ty cnh tranh trc tip no cng mong mun. Cnh tranh cao gia cc i th trong ngnh. Kt lun: Nng lc thng lng ca nh cung cp Nng lc thng lng ca ngi mua Cc i th cnh tranh tim tng Sn phm thay th Trung bnh Cao Thp Trung bnh

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Cc i th canh tranh trong ngnh Cao

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Vi nhng phn tch trn, cho thy ngnh bn l trc tuyn c hp dn mc trung bnh. 3. Cc nhm chin lc trong ngnh. V tr nhm chin lc. Vi s pht trin khng ngng ca cng ngh lm cho ngnh bn l trc tuyn pht trin vi tc ng kinh ngc. iu ny thu ht mt lng ln cc cng ty gia nhp ngnh nhm tm kim c hi kinh doanh cho mnh. Ngy nay vic mua sm trc tuyn ang ngy cng ph bin, v c coi nh mt xu hng trong tng lai bi nhng tin ch m n mang li. Phn tch nhm chin lc s cho bit doanh nghip mnh ang v th nhm chin lc no trong ngnh, cng ng thi nhn ra cc i th cnh tranh ca mnh ang nhm chin lc no. Vi mt phm vi cc dng sn phm rng, a dng, Amazon cnh tranh vi rt nhiu doanh nghip. Tuy nhin, vi mc ch quy m kinh t, nhiu nh bn l trc tuyn hoc l tng chiu rng dng sn phm cho th trng hin ti, thm nhp th trng mi vi cc sn phm hin c hoc c hai. nm bt kh nng cnh tranh ca cng ty trong ngnh cng nghip bn l trc tuyn, vic phn tch nhm chin lc t trng tm trn rng sn phm v th trng a l phc v.

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Bestbuy.com v Barnes and Noble.com: V rng sn phm:

Mc a dng v sn phm ca Bestbuy.com c nh gi khng cao so vi cc i th bn l trc tuyn khc. Bestbuy cung cp ch yu cc sn phm cng ngh, in t, cc thit b gia nh, sn phm chm sc sc kho, phim, nhciu ny gy hn ch ln cho Bestbuy khi tham gia th trng trc tuyn.

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Barnes and Noble.com l mt nh bn l vi sn phm chnh l sch. N c nh gi l i th cnh tranh ln nht ca Amazon.com trong vic bn sch. N cung cp s la chn ln v cc u sch hin hnh, cn c bn sch qua s dung, hay nhng loi sch qu. Barnes and Noble.com bn cc dng sn phm chnh nh: sch, DVDs, nhc, bo, chi, thit b vn phng, gia nh. iu ny cho thy Bestbuy.com v Barnes and Noble.com cung cp t s a dng v sn phm hn, trong khi Amazon mang li nhiu s la chn hn cho khch hng, n c th cung cp c nhng th m i th ca n khng mang li. l li th cnh tranh ca Amazon trong ngnh, cho php n vt tri so vi hai i th mnh l Bestbuy.com v Barnes and Noble.com. V phm vi a l:

Bestbuy.com v Barnes and Noble.com c phm vi hot ng ch yu M v mt s nc Chu u. Barnes and Noble.com c 675 ca hng (tnh n ngy 27 thng 4 nm 2013) trn tt c 50 tiu bang Hoa K, ngoi ra cn c 686 hiu sch ti cc trng i hc phc v cho hn 4,6 triu sinh vin v ging vin trn c nc. iu ny lm cho n tr thnh hiu sch ln nht nc M. V vy m Barnes and Noble.com c nh gi i th trc tip ca Amazon trong sn phm sch. Bestbuy.com c cc ca hng M, Canada, Trung Quc v Mexico, n l nh bn l trc tuyn ln th 10 M v Canada. iu ny cho thy phm vi hot ng ca Bestbuy.com v Barnes and Noble.com l tng i hp. N hot ng ch yu vo th trng M v mt s nc Chu u.

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Tuy nhin mt li th ca Bestbuy.com v Barnes and Noble.com l n c nhng ca hng ca mnh. D vy th Amazon vi phm vi hot ng rng khp trn th gii vi cc website ring bit trn 10 quc gia, iu ny lm cho Amazon c nh gi cao hn Bestbuy.com v Barnes and Noble.com trong ngnh bn l trc tuyn. Amazon.com: T mt nh sch trc tuyn ban u, ch chuyn bn sch, Amazon bt u m rng kinh doanh vo nm 1998 khi b sung thm dch v mua bn nhc v DVD. Mt nm sau h m rng thm hng in t, chi, game, hng trang tr ni tht, phn mm tin hc. Hin nay, hng cung cp hn 40 chng loi hng. Amazon c phm vi hot ng rng khp trn ton cu, vi cc trang web ring bit ti hn 10 quc gia trn th gii. Amazon c nh gi c a dng v sn phm cao v phm vi hot ng rng nn n c xp vo nhm nhng doanh nghip dn u trong ngnh bn l trc tuyn. Walmart.com: V rng sn phm:

Walmart l mt cng ty bn l ln nht trn th gii. Walmart cung cp gn 40 loi sn phm. Trong , c nhng sn phm m Amazon khng bn nh: cc sn phm thuc, knh st trngiu ny lm cho Amazon b nh gi thp hn Walmart trong rng sn phm. V phm vi a l:

Ngy nay, Walmart c hn 10.900 n v bn l ti 27 quc gia trn th gii. l mt li th ca Walmart khi c nhng ca hng bn l rng khp trn th gii.

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T nhn thy c Walmart c nh gi cao hn Amazon khi n cung cp sn phm a dng hn v phm vi hot ng rng ln ln. eBay.com: eBay.com l trang web u gi trc tuyn ph bin nht v ln nht trn th gii. Ging nh Amazon.com, n cng khng c cc ca hng nh kiu truyn thng. eBay.com bn mi th, t bt ng sn cho n nhng th nh nht nht nh chai l. N c th cung cp nhiu hn bt k th g Amazon c th. Tuy nhin, thng c im ca nhng sn phm eBay.com l chng khng c mi hay qua s dng. iu ny lm cho n c th thc hin nhng phin u gi gi r. eBay.com hot ng trn 39 khu vc a l. iu ny khin n c nh gi cao hn Amazon. V vy, n c nh gi l i th cnh tranh gn gi nht, trc tip nht vi Amazon.com. T v tr cc nhm chin lc trong ngnh, ta thy Barnes and Noble.com, Walmart.comc li th cnh tranh v hng lot cc ca hng theo kiu truyn thng. Trong khi , eBay.com li c rng sn phm cao hn v qui m hot ng rng hn. iu , khin cho Amazon cn phi n lc trong vic nng cao s a dng sn phm v m rng phm vi hn na cnh tranh vi cc i th khc. Qua nhn thy rng ngnh bn l trc tuyn vi s tn ti ca nhng doanh nghip ln dn u th trng v rng sn phm v phm vi hot ng l mt s thch thc khng nh i vi cc i th cnh tranh trong ngnh cng nh l mt ro cn nhp cuc i vi cc doanh nghip mun gia nhp ngnh.

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4. Cnh tranh trong chu k ngnh.

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Ngnh bn l trc tuyn ti M tri qua cc giai on: Pht sinh v tng trng. Giai on pht sinh: Ngnh bn l trc tuyn bt u vo khong cui nhng nm 90 ca th k XX, khi tc s dng internet tng n 2300 %/ nm, thc y s ra i ca nhng hiu sch trc tuyn, vi ngi tin phong u tin l Amazon.com vo nm 1995. Ch sau mt thng hot ng n bn c sch trn 50 bang nc M v 45 quc gia khc, trong 2 thng, n thu c 20000 USD/tun. Tip theo sau , nhn thy tim nng to ln cho s pht trin trong lnh vc ny, vo ngy 3/9/1995 eBay.com bt u gia nhp ngnh, l trang web u gi trc tuyn u tin trn th gii. Fatbrain.com v Buy.com cng theo sau vo u nm 1996. Ngoi ra, cc cng ty nh Dell v Cisco cng bt u s dng internet vo vic kinh doanh ca h.

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Barnes & Noble v Borders, hai nh bn l sch theo kiu truyn thng ln nht, cng tham gia vo th trng trc tuyn nm 1997. Ngi bn sch ng v tr th 3 ti M l Books-A-Milion cng gia nhp th trng, nhng s tng trng doanh thu ca n khng cao nn khng c coi nh mt i th trong ngnh bn l trc tuyn. Giai on tng trng: Bt u t nm 1998, ngnh bn l trc tuyn bt u tng trng v ngy cng a dng ho hn, vi s gia nhp ngy cng nhiu ca cc cng ty trc tuyn khc nh Webvan.com, Pet.com, Flooz.com, Boo.com, eToys.comdn n s bng n Dot-com. Th trng ngy cng ng c khin cu trc th trng tr nn phn tn bi mt vi cng ty nm gi th phn ng k. Dn dn nhiu nh bn l truyn thng thit lp cc knh trc tuyn hot ng bn hng, trong ni bt phi k n l: Wal-mart, Home Depot, Lowes and Marshall Fields. Trong khi hng lot i th tham gia ngnh th nm 1998 l giai on m rng v pht trin khng ngng ca Amazon. N bt u m rng th trng, u tin l khu vc Chu u bng cch mua li hng lot cc thng hiu trc tuyn khc, tip theo l vn ra ton cu. Ngoi vic thm nhp vo nhng th trng mi, n cn tp trung vo vic a dng ho sn phm tng s la chn cho khch hng, p ng c nhu cu mua sm trc tuyn ngy cng tng. Amazon dn m rng danh mc sn phm ca mnh sang cc sn phm m nhc, videoVo nm 1999, Amazon m ra ch in t trc tuyn nhng ngi bn khc c th bn chnh sn phm ca h ti y v Amazon nhn doanh thu t khon hoa hng trn doanh s bn. Sau ny Borders thit lp mi quan h i tc vi Amazon.com vo nm 2000, nn ch cn li Barnes & Noble v Amazon thng tr th trng sch trc tuyn. Amazon vi li th ca ngi i u v dn dt cc i th ca mnh bng cch nhn ra cc c hi tng trng trong vic tn dng li th ca mnh khc phc s khng hiu qu trong mng li phn phi ca ngnh cng nghip xut bn.

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Nm 2000 c coi l nh cao ca s bng n dot-com. Khi cc doanh nghip ua nhau tp trung y mnh s u t nhm m rng th trng v thu li nhun. Vo nm 2001, cc cng ty vi s u t t, m hnh kinh doanh hiu qu l nguyn nhn dn n s sp ca bong bng dot-com, ko theo l s cnh tranh tr nn gay gt hn bao gi ht, nn kinh t suy thoi khin nhiu doanh nghip nh Webvan.com hay Pet.com b ph sn, ri ngnh ch trong khong thi gian hot ng ngn ngi. S tht bi ca hng lot nh bn l trc tuyn tr thnh mt thch thc ln cho nhng ai mun tip bc h, gia nhp ngnh bn l in t ny. Tuy nhin iu khng c ngha l tt c cc doanh nghip bn l trc tuyn u buc phi ngng hot ng. Nu mun tn ti c trn th trng ton cu, cc cng ty ny phi thay i chin lc kinh doanh ca mnh bng cch rt ra nhng bi hc kinh nghim t nhng ngi i trc. in hnh cho s tn ti ca cc nh bn l trc tuyn thnh cng n ngy hm nay l cc ng ln nh Amazon.com, Ebay.com vn ang hot ng vi m hnh kinh doanh hiu qu v khng ngng ci tin p ng nhu cu khch hng mt cch tt nht. Sau giai on kh khn , th bn l trc tuyn dn khng nh c v th v cho thy tim nng ca n trong ngnh bn l ton cu. Bn l trc tuyn ang ngy cng tr nn ph bin v ng gp nhiu hn vo doanh thu ton ngnh bn l. Trong khi cc doanh nghip bn l trc tuyn ch chim phn nh trong th trng ton ngnh bn l, iu ny to ra c hi khng l cho cc cng ty bn l truyn thng nhy vo th trng y tim nng ny, khi m ngy nay di s pht trin ca khoa hc cng ngh to s h tr cho ngi mua hng trong mi giao dch v khi m nhn thc ca ngi mua hng v mua hng trc tuyn ang ngy cng tch cc.

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Hnh trn cho thy thy doanh thu t bn l trc tuyn chim t trng ngy cng tng trong ton ngnh bn l. Nhng nm 2008-2009 l khong thi gian cao im ca s suy thoi nn kinh t ton cu, ko theo l s st gim doanh thu ca cc ca hng bn l truyn thng. Trong khi , doanh s bn ca ngnh bn l trc tuyn vn kh n nh, v cn c xu hng ngy cng tng khi ngi tiu dung tm nhng gii php cho s tht cht chi tiu ca mnh bng cch tm n ni gi r hn, ct gim chi ph i li.

Theo bng v tnh hnh doanh thu v tng trng ca bn l trc tuyn v ton ngnh bn l, ta thy, trong thi k khng hong ton doanh s bn ton ngnh bn l gim, vi tc tng trng gim 4,1%. Trong khi , bn l trc truyn li c khuynh hng phc hi.

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Theo biu th hin tc tng trng ca bn l truyn thng v bn l trc tuyn, vo thi k khng hong bn l truyn thng c st gim v doanh thu vi tc tng trng gim 3,7%. Trong khi , bn l trc uyn d c s st gim vo nm 2008, nhng c khuynh hng phc hi vo nm 2009 khi tc tng trng t 14,5%.

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Trong nhng nm 2009 2012, cng vi s pht trin n nh v bn vng ca ngnh bn l trc tuyn, Amazon vn lin tc pht trin vi doanh thu tng dn qua cc nm, t 61,09B USD vo nm 2012. So vi cc i th cnh tranh khc trong ngnh, Amazon vn t c mc doanh thu cao hn nhiu, v ngy cng gi vng v th ca mnh trong ngnh bn l trc tuyn. Qua phn tch v chu k ngnh ca ngnh bn l trc tuyn, nhn thy rng t lc xut hin cho n nay, ch trong mt khong thi gian ngn m bn l trc tuyn c s pht trin nhanh chng. Cng vi s gia tng nhu cu mua sm trc tuyn, nhng thay i trong nhn thc khch hng online, cng nh trong nhn nhn ca cc nh bn l truyn thngkhin th trng bn l online ang c xu hng pht trin mnh, v l xu th tt yu ca ngnh bn l ton cu trong tng laiNgnh bn l trc tuyn l mt th trng hp dn y tim nng, thu ht nhiu doanh nghip mi nhy vo cnh tranh. 5. Lc lng dn dt s thay i trong ngnh. a. Mc tng trng trong di hn ca ngnh. S thay i ca mc tng trng ngnh s nh hng n s nhp cuc hay ri ngnh ca cc doanh nghip. Mt ngnh hp dn khi n c mc tng trng trong di hn

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ca ngnh i ln, dn n thu ht lng ln cc doanh nghip tham gia ngnh. Ngc li, khi mc tng trng trong di hn ca ngnh i xung s lm cc doanh nghip trong ngnh gp nhiu kh khn trong cnh tranh gay gt dn n s ri ngnh. Nm 1994, internet bng n, ko theo sau n s pht trin khng ngng ca ngnh bn l trc tuyn. Vi s khi u ca Amazon v eBay nm 1995 thnh cng, nhn thy tim nng to ln trong kh nng tng trng trong tng lai hp dn hng lot cc doanh nghip gia nhp ngnh, dn n s bng n dot-com. Vo nm 2001, i mt s sp dot-com, cnh tranh tr nn gay gt, khng hong kinh t, lm hng lot cc doanh nghip phi ph sn, ri ngnh. S tht bi ca hng lot nh bn l trc tuyn tr thnh mt thch thc ln cho nhng ai mun tip bc h, gia nhp ngnh bn l in t ny. Trong nhng nm 2008 v 2009, bi cnh nn kinh t suy thoi lm cho doanh s bn ca nh bn l truyn thng gim, tc tng trng gim 3,7%. Trong khi , bn l trc tuyn d c s suy gim vo nm 2008, nhung cng nhanh chng phc hi v t tc tng trng tng 14,5%. iu ny cho thy mt s pht trin bn vng v n nh trong tng lai ca bn l trc tuyn. V vy, nhn thy tim nng to ln , cc doanh nghip bn l truyn thng cng nhanh chng gia nhp ngnh, m rng lnh vc kinh doanh sang bn l trc tuyn. Theo d on ca Forrester Research v ngnh bn l trc tuyn ca M nm 2011 n nm 2016, doanh thu ca ngnh bn l trc truyn s ngnh cng tng v chim t trng cng cao trong ton ngnh bn l(6% nm 2010 tng ln 9% nm 2016). iu ny cho thy tim nng ngy cng ln ca bn l trc tuyn trong tng lai. l c hi cho cc kinh doanh cho cc doanh nghip.

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Theo , ta cng thy bn l trc tuyn ng gp khng nh vo nn kinh t cc nc v c xu hng ngy cng tng. iu ny cng khng nh tng lai pht trin y tim nng ca bn l trc tuyn trn th gii.

b. S thay i cng ngh v hnh vi ca khch hng. Xu hng s dng Internet. Ngay t khi internet xut hin, tc s dng n lan truyn mt cch nhanh chng v ngy tng. Theo nghin cu ca Forrester v d on s ngi s dng internet nm

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2009 n 2014, nm 2009, s ngi s dng internet trn th gii l 1632 triu ngi, d on n nm 2014 s tng ln n 2321 triu ngi, tng 42,23% so vi nm 2009.

Con ngi tip xc vi internet v ngy cng c thi quen s dng n thng xuyn hn bi nhiu tin ch m n mng li cho cng vic cng nh trong cuc sng.

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Theo nghin cu ca Nielsen trn ton cu th 88% s ngi c kho st ni rng h tng thc hin vic mua hng trn internet, hoc thc hin cc giao dch trc truyn khc. Mt khc, tn sut lp li vic mua hng hay giao dch cng rt thng xuyn, 55% ngi c kho st trn ton cu s dng thng xuyn hng thng. Trong bi cnh kinh t suy thoi vo nhng nm 2008, 2009 , nhiu ngi tiu dng bt u thay i thi quen mua sm ca h. Vic mua hng t nhng ca hng truyn thng c xu hng gim. Vic tht cht ngn sch tr thnh ng lc mnh m, thc y ngi tiu dng mua sm trc tuyn. y l c hi cho cc nh bn l trc tuyn v vi li th ca mnh, h mang li cho khch hng mt mc gi r hn v nhiu s la chn so snh hn. Ngoi ra khch hng cn gim c chi ph v thi gian, i li ca mnh. Vi xu hng ngy cng tng v nhu cu ca khch hng trong vic s dng internet mua hng , cc nh bn l trc tuyn cn m rng quy m, s a dng v sn phm tng s la chn cho khch hng, cung cp thng tin chnh xc v sn phm, mt s so snh gi c trc khi mua, trn nn tng cng ngh mang n cho khch hng s thun tin, cung cp nhng dch v tt nht tng s hi lng ca khch hng.

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Xu hng Thng mi di ng.

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Trong 5 nm tr li y, vi s pht trin nhanh chng ca khoa hc cng ngh l s bng n ca smartphone v tablet, iu ny dn n s tng trng vt bc ca cc ng dng mua sm to ra cuc cch mng ha nhng quyt nh mua hng ca ngi tiu dng, lm xut hin thut ng mi l Thng mi di ng.

Nm 2006, hn 25% ngi dng di ng M s s dng thit b ny mua hng ha v dch v ni dung. Nm 2009, 28% di ng bn ra M l di ng thng minh, tng 19% so vi qu u nm. n cui nm 2009, khong mt na s hng bn l M c trang web cho di ng, tng hn 20% so vi nm 2008. Doanh thu t cc kho ni dung di ng cng ang tng mc 2 v 3 con s. Bn cnh th trng M, th trng mua hng qua in thoi di ng cng ang gia tng. Theo s liu t Analysys International, mt cng ty t vn chuyn nghin cu th trng Internet Trung Quc, doanh thu t dch v mua hng qua in thoi di ng t 1,67 t nhn dn t (khong 210 triu USD) trong qu II 2010, tng gp i so vi

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mc 880 triu NDT cng k nm ngoi, 27% trong s l qua cc thit b giao dch c ci t trn in thoi, 73% cn li l thng qua website. Forrester, mt cng ty nghin cu th trng c tr s ti Hoa K, d on rng vo gia nm 2011 v 2017, gi tr ca cc giao dch bn l qua in thoi di ng s tng gp mi mt ln trn ton Chu u. Vi s xut hin lin tc ca cc ng dng mua sm, c tnh ny l hp l v vo nm 2022, thng mi in t di ng s tr thnh phng tin mua sm ph thng. Xu hng s dng mng x hi. Song song vi s ra i cc thit b cng ngh di ng, s ra i ca cc trang mng x hi nh Facebook, TwitterNghin cu v mc truy cp mng x hi hng thng ca Forrester a ra kt qu v s tng trng mnh m trong nhu cu s dng mng x hi ca mi ngi dn. Hn 300 triu ngi tn t nht mi gi mt ngy trn facebook, gn 200 triu ngi s dng Twitter.

Cng theo Forrester, s lng nh bn l trc tuyn s dng mng x hi l cng c kinh doanh trc tuyn cng ang c xu hng tng mnh. Khi cc nh bn l trc

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tuyn nhn din c xu hng nhu cu khch hng trong s dng mng x hi nhn v trao i thng tin, th nhu cu bn hng v qung co trn mng x hi tr nn thit yu.

Theo nghin cu, c n hn 36% khch mua sm trc tuyn s dng cng c tm kim nh (google.com, Bing.com...) n vi trang web mua sm ca cc nh bn l, trong khi ch c hn 8% khch hng s dng cc trang mng x hi n trang web bn l nhng s lng ny li ang c xu hng tng mnh.

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Nh vy, s thay i cng ngh v hnh vi ca khch hng tc ng n s thay i trong ngnh bn l, lm xut hin nhng c hi kinh doanh mi, tng s cnh tranh trong ngnh. Cc cng ty phi c nhng chin lc ph hp thch ng vi nhng thay i . c. Ton cu ho. M c coi l th trng bn l trc tuyn ln nht th gii, chim 37,2% th phn vi doanh thu 130 t USD vo nm 2009. i mt vi tnh hnh khng hong kinh t th th trng M vn gi vng s tng doanh thu ngnh bn l trc tuyn trong nhng nm sau . Th trng M l ci ni tp trung hng lot cc doanh nghip bn l hng u th gii: Amazon.com, Ebay.com, Walmart.com

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Tuy nhin, ngnh bn l trc tuyn l ngnh hot ng trn phm vi ton cu. iu ny khin cc doanh nghip nh Amazon, ebay, walmartu phi tm kim nhng gii php thm nhp th trng ni a cc quc gia khc. Mt cch thc m Amazon s dng l n thit lp cc trang web ring bit ti cc quc gia khc nhau. iu ny c bit c ngha cho vic tip cn khch hng, gia tng th phn nhng nc khng s dng ting Anh nh Php, c, Trung Quc, Nht, n Mt khc iu ny cn khin cc doanh nghip i mt vi cc i th cnh tranh trong th trng ni a cc quc gia nh Rakuten ca Nht bn, Alibaba ca Trung Qucem n nhng thch thc mi v cnh tranh cho nhng hng lu i trong bn l trc tuyn. 6. ng thi ca i th. Trong hot ng kinh doanh ca mnh, Amazon phi chng chi n nhng i th cnh tranh khng h n gin, nhng y nhm chng ti phn tch r hn v 3 i th hng u ca Amazon trong kinh doanh bn l in t Wal Mart

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S cnh tranh ca Amazon v Wal Mart khng phi l chuyn hon ton mi. Vo cui nhng nm 1990, Amazon thu ht nhiu nhn ti ca Wal Mart. Trong cuc chin v gi, Wal Mart c phn chim u th hn. Vi quy m cha ai snh kp, Wal Mart c li th hn Amazon trong vic m phn v gi vi cc nh cung cp. Nhng li th ch yu ca Amazon l h thng phn phi hiu qu vn ch c bn l trc tuyn, hng ngn ngi bn hng khc cung cp sn phm trn trang web ca Amazon v mt thng hiu bn l trc tuyn c xy dng. Barnes & Nobel Barnes & Nobel tung ra mt kho trc tuyn sch in t vi hn 700.000 ta sch bao gm nhng cun bn chy nht v cc cun c in c cho l nhiu gp i s lng Amazon c th cung cp. Barnes & Nobel cng b h cng s tung ra mt thit b c sch cm ng, s dng kho sch in t ca Barnes & Nobel. Chng khng tng thch vi thit b c sch Kindles hoc Sony, nhng li hp vi iPhone v iPod, Blackberry v hu ht cc my tnh xch tay v bn ca MAC v Microsoft Corp Windows. Nu Barbes & Nobel c th thuyt phc mt s lng ln khch hng vi h thng ca h hoc mt h thng sch in t m c th tng thch vi nhiu thit b, h c th lm suy gim n lc ca Amazon mun s hu hng mc sch in t. Ebay Trc y, eBay v Amazon c hai hng i khc nhau nn h b sung cho nhau, Ebay thin v bn u gi vi hng ngn ca hng ca ngi tiu dng lp ra, cn Amazon bn l trc tip. Nhng nay, eBay chuyn trng tm sang bn hng c gi c nh, cn Amazon li khuyn khch ngi tiu dng m hng bn l trn Amazon, nn rt cuc hai bn tin li cnh tranh nhau trong chin lc pht trin. Amazon li ko nhng ca hng trn ebay qua pha mnh. Nh Andrew v Deb Mowery tng bn gia dng trn eBay t nm 1999, nay cho bit 60% doanh thu ca

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h n t Amazon, cn eBay ch khong 20%. Nh cch i chm m chc ny, Amazon lc c nhng ni bn hng ng tin cy v loi tr c nhng tay chuyn la o. 7. Cc nhn t then cht thnh cng. a. Cnh tranh v gi

Gi l mt yu t quan trng trong ngnh bn l trc tuyn. Ngy nay, xu hng tiu dng trc tuyn ngy cng tng bi nhng li ch m n mng li cho khch hng nh tit kim chi ph i li, thi gian, cng sc tm kim, v c bit l nhng hng ho mua trc tuyn thng r hn so vi mua sm truyn thng. Vi s pht trin ca cng ngh thng tin th vic khch hng tm kim, so snh gi c gia cc trang web trc tuyn khng phi l iu kh khn. Trong khi ngnh bn l trc tuyn vi mt s lng khng nh cc doanh nghip cnh tranh trong ngnh th vic a ra mt mc gi cnh tranh l iu cn thit. Cc doanh nghip cn a ra mc gi bn sn phm v chi ph vn chuyn thp hn, hay doanh nghip c th khuyn khch hng mua thng qua cc chnh sch gim gi, chng trnh khuyn mi. iu ny gip doanh nghip tng li th cnh tranh trn th trng Mt v d in hnh trong ngnh l Amazon Prime a ra cc chnh sch Free ship trong mt s trng hp nh vi nhng n hng trn 25$, hay Amazon, Walmart v eBay cung cp giao hng trong cng mt ngy ti mt s thnh ph cho mt khon ph nh. Nhng chnh sch v gi ny gy p lc ln cc nh bn l khc phi lm theo nu h mun cnh tranh. b. Thit k Web n gin v giao din thn thin

Vic thit k web n gin v giao din thn thin gip cho khch hng d dng thc hin cc thao tc trn web. Trang web c thit k trc quan v h thng phn cp hnh nh c t chc nht nh, t chc trang web, giao din v cch thc b tr cho php khch hng d dng chuyn hng v c c mt tri nghim mua sm th v.

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Theo kho st, 91,4% ngi dng cho bit d dng chuyn hng l rt quan trng cho s thnh cng ca mt ca hng trc tuyn, 37% s ngi c hi ng rng n l tnh nng quan trng to ra mt kinh nghim khch hng vng chc, 90,2% cho bit tc trang web l yu t quan trng thnh cng. Cc trang web cng cn cung cp cho khch hng mt cng c tim kim hu ch v thng tin cn thit v sn phm nh nhng m t chi tit, cng c so snh gilm tng c s cho s la chn ca khch hng. iu ny cng gip khch hng c nhng kinh nghim mua sm hu ch. c. Thun tin trong thanh ton Khi ni n vic thanh ton trc tuyn, nhng yu t m khch hng quan tm l: D s dng - 45% tng s ngi c kho st cho bit d s dng l kha cnh quan trng nht ca x l thanh ton. Chi ph x l - 26% cho bit chi ph x l l rt quan trng khi la chn mt gii php x l thanh ton. S ty chn thanh ton - 21% ngi c kho st cho bit nhiu la chn thanh ton l rt quan trng khi to ra, duy tr hoc mua sm ti mt ca hng trc tuyn. Thi gian thc hin - Ch c 8% s ngi c hi cho bit thi gian x l l rt quan trng khi xem xt mt gii php thanh ton.

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V vy, iu cn thit l cc doanh nghip bn l trc tuyn cn thit lp qu trnh thanh ton n gin, theo tng bc d thc hin to s thun tin nht cho khch hng. V d, Amazon.com cung cp One-click t hng cho php khch hng mua hng m khng phi gp cc vn phc tp ca h thng thanh ton trc tuyn. d. Xy dng thng hiu. Mt iu gy kh khn cho cc nh bn l trc tuyn l to dng lng tin cho khch hng. Trong sut qu trnh hot ng, cc cng ty n lc trong vic to dng thng hiu, nh v n trong lng khch hng. Mt thng hiu ln mnh s gip lm tng tin cy ca khch hng, v tr thnh s la chn hng u ca ngi tiu dng trc tuyn. Mt v d in hnh v mt thng hiu mnh c s trung thnh ca nhiu khch hng l Amazon.com. e. a dng ha cc mt hng kinh doanh Mt iu hin nhin l khch hng khng th mua sn phm m h khng th tm thy n trn trang web ca ngi bn. Khch hng s bit n trang web nhiu hn v s dng nhiu hn nu n c th cung cp nhng th h cn. iu ny dn n s cn thit cho cc doanh nghip bn l trong vic a dng ho cc sn phm ca mnh. Vi rng sn phm ln, cung cp c nhng th m i th cnh tranh khng c, iu ny s to ra li th cnh tranh cho doanh nghip.

- H t

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NGUN THAM KHO

1. http://www.plunkettresearch.com 2. http://www.retailresearch.org 3. http://www.bestbuy.com 4. http://www.barnesandnoble.com 5. http://www.walmart.com 6. http://www.ebay.com 7. http://blog.trginternational.com/ban-le/ 8. http://amazon.com 9. www.forrester.com/reports/ 10. http://en.wikipedia.org/ 11. http://www.mof.gov.vn/ 12. http://www.allbestarticles.com 13. http://www.wikinvest/stock/Amazon.com_(AMZN)/Data/ 14. http://www.1000ventures.com/business_guide/cs_biz_model_amazon.html

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