CNG N TP THNG MI IN T

1. Thng mi in t l g? 2. Hy thuyt phc ti ng dng ecommerce bng cch a ra nhng thun li v li ch khi ti ng dng e-commerce? 3. Doanh nghip ca ti nn ng dng m hnh no ca e-commerce? B2B? B2C? C2C? Ti nghe nhiu ngi khen ngi m hnh ca Dell, hy k cho ti v Dell? 4. Ti khng hiu lm v s khc bit gia Internet? Intranet? v Extranet? Vui lng gii thch cho ti? 5. Ti nghe ni xy dng mt website rt d, c ng vy khng? Ci t ch c vi bc n gin l ti c mt website bn hng ri, ng ch? Nu vy quy trnh ci t s nh th no? cn nhng thnh phn g? XAMPP l ci g vy? Khi vit email marketing, chng ti phi quan tm nhng vn g? 6. Tm im hay tri tim ca e-commerce l g? 7. Ti cn mt k hoch tng th a doanh nghip ca ti ng dng e-commerce, ti c nghe ni v m hnh SOSTAC rt ph bin c th gip doanh nghip ca ti ng dng ecommerce, hy t vn cho chng ti v m hnh ? S?-->phi lm nhng vic g? -->Bn gi ti l mt lt web vo vo, ton khoe vi ti l i online shopping , hm trc ti cn mua mt chic in thoi, ti giao ton quyn cho c y mua, ti ch tr itn, c y bo s online shopping? Ti t m khng bit hnh vi ca c y online shopping ca c y nh th no? hy gii thch hnh vi ca c y cho ti bit? Trnh by M hnh PEST trong phn tch thc trng? Trong ch P--> ti mun hi v 5 trng hp c th xy khi truyn thng ip (hp ng in t, thng tin tnh dng, thng tin mt)? -->La o trong e-commerce s b pht bao nhiu nm t? Cn c vo lut no? O?-->phi lm nhng g? 5s trong mc tiu a doanh nghip ln my? S??-->phi lm nhng g? -->STOP l g? SIT l g? T?-->phi lm nhng g?--->cc knh truyn thng no l ph hp vi doanh nghip chng ti? 8. Chng ti c t vn khi thanh ton in t nn kt hp vi bn th 3: Hy trnh by cho ti m hnh e-payment ca Bo Kim hoc Ngn Lng? A??-->phi lm nhng g? C??-->phi lm nhng g? Khi ng dng thng mi in t, chng ti phi quan tm n 3M, l g? 9. Cng ty ca ti chuyn v du lch v l hnh, hy t vn cho chng ti mt k hoch ton din bng m hnh sostac gip chng ti ln my (internet).

BI SON
1.

Thng mi in t (ting Anh l e-commerce hay electronic commerce) c nh ngha ngn gn nh sau TMT l vic thc hin cc hot ng thng mi da trn cc cng c in t, c bit l Internet v WWW. Thut ng Thng mi cn c din gii theo ngha rng bao qut cc vn pht sinh t mi quan h mang tnh cht thng mi d c hay khng c hp ng. Cc quan h mang tnh thng mi bao gm cc giao dch sau y: bt c giao dch no v thng mi no v cun din hoc i l thng mi, y thc hoa hng; cho thu di hn; xy dng cc cng trnh; t vn; k thut cng trnh; u t; cp vn; ngn hng; bo him; tha thun khai thc hoc t nhng; lin doanh cc hnh thc khc v hp tc cng nghip hoc kinh doanh; chuyn ch hng ha hay hnh khch bng ng bin, ng khng, ng st hoc ng b. Lch s pht trin Thng mi in t T khi Tim Berners-Lee pht minh ra WWW vo nm 1990, cc t chc, c nhn tch cc khai thc, pht trin thm WWW, trong c cc doanh nghip M. Cc doanh nghip nhn thy WWW gip h rt nhiu trong vic trng by, cung cp, chia s thng tin, lin lc vi i tc... mt cch nhanh chng, tin li, kinh t. T , doanh nghip, c nhn trn ton cu tch cc khai thc th mnh ca Internet, WWW phc v vic kinh doanh, hnh thnh nn khi nim TMT

2. Nhng thun li v li ch ca E-Commerce: - Thng mi in t lm thay i vic kinh doanh trn th gii nh th no? Vi Internet v TMT, vic kinh doanh trn th gii theo cch thc truyn thng bao i nay t nhiu b thay i, c th nh: o Ngi mua nay c th mua d dng, tin li hn, vi gi thp hn, c th so snh gi c mt cch nhanh chng, v mua t bt k nh cung cp no trn khp th gii, c bit l khi mua sn phm in t download c (downloadable electronic products) hay dch v cung cp qua mng. o Internet to iu kin cho doanh nghip duy tr mi quan h mt-n-mt (one-to-one) vi s lng khch hng rt ln m khng phi tn nhiu nhn lc v chi ph. o Ngi mua c th tm hiu, nghin cu cc thng s v sn phm, dch v km theo... qua mng trc khi quyt nh mua. o Ngi mua c th d dng a ra nhng yu cu c bit ca ring mnh nh cung cp p ng, v d nh mua CD chn cc bi ht a thch, mua n trang t thit k kiu, mua my tnh theo cu hnh ring... o Ngi mua c th c hng li t vic doanh nghip ct chi ph dnh cho qung co trn cc phng tin truyn thng, thay vo , gim gi hay khuyn mi trc tip cho ngi mua qua mng Internet. o Ngi mua c th tham gia u gi trn phm vi ton cu. o Ngi mua c th cng nhau tham gia mua mt mn hng no vi s lng ln c hng u i gim gi khi mua nhiu. o Doanh nghip c th tng tc, tm khch hng nhanh chng hn, tin li hn, vi chi ph rt thp hn trong thng mi truyn thng.

o Nhng trung gian trn Internet cung cp thng tin hu ch, li ch kinh t (gim gi, chn la gi tt nht...) cho ngi mua hn l nhng trung gian trong thng mi truyn thng. o Cnh tranh ton cu v s tin li trong vic so snh gi c khin cho nhng ngi bn l phi hng chnh lch gi t hn. o TMT to iu kin cho doanh nghip nh, doanh nghip cc nc ang pht trin c th cnh tranh vi cc doanh nghip ln. o Nh cung cp hng ha trn mng c th dng chng trnh gii thiu t ng nhng mt hng khc hay mt hng lin quan cho khch hng ca mnh, da trn nhng thng tin thu thp c v thi quen mua sm, mn hng mua... ca khch hng. o Ngnh ngn hng, gio dc, t vn, thit k, marketing v nhng dch v tng t , ang v s thay i rt nhiu v cht lng dch v, cch thc phc v khch hng da vo Internet v TMT. o Internet gip gim chi ph cho cc hot ng thng mi nh thng tin lin lc, marketing, ti liu, nhn s, mt bng... o Lin lc gia i tc cc quc gia khc nhau s nhanh chng, kinh t hn nhiu. o M hnh cng tc (affiliate) tng t vic hng hoa hng khi gii thiu khch hng ang bng n. V d Amazon.com c chng trnh hoa hng cho cc website no dn c khch hng n website Amazon.com v mua hng, mc hoa hng t 5% n 15% gi tr n hng. Tm li: Vi Internet, TMT, quyn ca ngi mua c gia tng ng k: chn la hng ha, tham kho thng tin, kho st gi, mua t bt k nh cung cp no trn mng Internet, yu cu c bit theo s thch c nhn, mua r hn, chnh sch tr li hng nu khng hi lng... Vi Internet, TMT, doanh nghip (ngi bn) phi cnh tranh nhiu hn, n lc phc v khch hng tt hn, li nhun trn mn hng t hn, song, phc v th trng ln hn, tit kim c nhiu chi ph kinh doanh hn. - Li ch Thng mi in t mang li cho Doanh nghip TMT nn c xem l mt cng c h tr thng mi truyn thng trong bi cnh Vit Nam hin nay. Bn di l nhng li ch TMT mang li cho doanh nghip: o Qung b thng tin v tip th cho th trng ton cu vi chi ph cc thp o Dch v tt hn cho khch hng: vi TMT, doanh nghip c th cung cp catalogue, brochure, thng tin, bng bo gi cho i tng khch hng mt cch cc k nhanh chng, doanh nghip c th to iu kin cho khch hng chn mua hng trc tip t trn mng v.v TMT mang li cho doanh nghip cc cng c lm hi lng khch hng, bi trong thi i ngy nay, cht lng dch v, thi v tc phc v l nhng yu t rt quan trng trong vic tm v gi khch hng.
Tng

doanh thu: vi TMT, i tng khch hng ca doanh nghip gi y khng cn b gii hn v mt a l. Doanh nghip khng ch c th bn hng cho c dn trong a phng, m cn c th bn hng trong ton b Vit Nam hoc bn ra ton cu. Doanh nghip khng ngi ch khch hng t tm n m tch cc v ch ng i tm khch hng cho mnh. V th, s lng khch hng ca doanh nghip s tng ln ng

k dn n tng doanh thu. Tuy nhin, lu rng cht lng v gi c sn phm hay dch v ca doanh nghip phi tt, cnh tranh, nu khng, TMT khng gip c cho doanh nghip. Gim chi ph hot ng: vi TMT, DN khng phi chi nhiu cho vic thu mt bng, ng o nhn vin phc v, kho cha... Ch cn khong 10 triu ng xy dng mt website bn hng qua mng, sau chi ph vn hnh v marketing website mi thng khng qu mt triu ng, DN c th bn hng qua mng. Nu website ca doanh nghip ch trng by thng tin, hnh nh sn phm, DN tit kim c chi ph in n brochure, catalogue v c chi ph gi bu in nhng n phm ny. Nu DN sn xut hng xut khu, doanh nhn c th ngi nh tm kim khch hng quc t qua mng. Doanh nghip cn tit kim c chi ph trong vic qun l d liu, qun l mi quan h khch hng (CRM Customer Relationship Management) v.v... o Li th cnh tranh: kinh doanh trn mng l sn chi cho s sng to, ni y, doanh nhn tha h p dng nhng tng hay nht, mi nht v dch v h tr, chin lc tip th v.v Khi cc i th cnh tranh ca doanh nghip u p dng TMT, th phn thng s thuc v ai sng to hay nht to ra nt c trng ring (differentiation) cho doanh nghip, sn phm, dch v ca mnh c th thu ht v gi c khch hng.
3.

Doanh nghip ca bn c th tham gia vo bng nhiu m hnh nh B2B, C2C, B2C ty tng mc ch ca mi doanh nghip m p dng m hnh cho ph hp. B2B thng c s dng vi 3 mc ch: Mua tiu dng trong doanh nghip Mua sn xut MRO (Maintain, repair, operation). Vi m hnh ny, cc ch th l cc doanh nghip, vi cc mc ch trn, h to thnh mt mc xch v mc xch cui cng l mt doanh nghip. Cc m hnh kinh doanh B2B ch yu bao gm: Th trng/ Trung tm giao dch B2B (B2B e-MarketPlace) nh Alibaba, IBM MarketPlace Nh phn phi in t (e-Distributors) nh Dell Primes, FPT Distributors. Nh cung cp dch v B2B (Services Providers) nh Ariba, Yahoo! Business Mi gii giao dch B2B (B2B e-Brokers) nh PriceLine, thng tin (B2B Portal) nh ECVN, Gophatdat Cc hnh thc giao dch B2B c nn tng ch yu l hot ng trao i d liu in t (EDI). B2C (Business to Customer): thut ng TMT doanh nghip vi khch hng. Doanh nghip, ng vai tr l ngi bn, cung cp sn phm, hng ha, dch v cho ngi mua. Ngi mua tiu dng cho cc nhu cu ca mnh v tr cho doanh nghip mt khon tin thanh ton cho doanh nghip.

 Vic trao i gia doanh nghip v ngi tiu dng cui l sn phm, dch v v tri thc biu hin v hng ha v dch v. So vi TMT B2B, B2C a dng hn vi nhiu m hnh: Cng ni (Portal) nh Google, Yahoo, Nh bn l in t (e-Tailer) nh Dell, Amazon, Nh cung cp ni dung (Content Providers) nh Nhacso.net, VNExpress Nh trung gian giao dch (e-Broker) nh Vatgia.com, Marofin.com Nh to th trng (Market Creator) nh Chodientu.vn, Nh cung cp dch v (Service Providers) nh VNPT (dch v Internet); Mobifone (dch v vin thng di ng) Nh cung cp cng ng (Social Network Providers) nh Yahoo! 360; Facebook, So snh TMT B2B v TMT B2C 5 yu t khc bit ch yu gia B2B v B2C: - S khc bit v cch thc mua hng v c ch xc nhn (Purchases and authorizations) - c im v n hng, iu khon tha thun p dng cho cc khch hng. - S tham gia trong chui cung ng ti khch hng (Customer's supply chain) - S a dng v nhu cu, yu cu v khi lng n hng. TMT C2C(Customer to customer): L m hnh giao dch gia c nhn v c nhn thng qua hnh thc bn hng qua mng. Hnh thc ny ph hp vi vic bun bn nh l, khng hnh thnh cng ty t nhn. L hnh thc rt quan trng v ph bin nc ngoi hin nay. M HNH CA DELL: 1. H THNG THNG TIN: - Thng tin c ghi nhn, x l v a i khp t chc - H c nhng bui tho lun thi gian thc qua thng ip, th in t, mng ni b H c th gii quyt cng vic trong vng 12h. - Chng ti phi cnh tranh 24h/ngy, 365 ngy/nm . 2. S PHN ON C CH: - Dell phn khc th trng ln thnh nhng cu trc nh hn. - Dell o lng hiu sut v hiu qu ca mi n v cu trc bng cc k thut phn on. Kim tra ch s o lng ca n v .
3.

M HNH CHUI CUNG NG DNA CA DELL: Ct li ca Dell l gia tng cng thng mi v gim thiu chi ph tha. Cc nhn vin ca Dell lun ch trng vo vic gim lng hng d tr, pht trin phng php tt nht, v to ra s h tr gia cc qu trnh c lin quan. Kh nng qun l ngun cung ng ca Dell bao gm 4 yu t: Qun l nhu cu Tng tc ni b. Kt ni i tc

 Va kt ni cc nn tng ti chnh Cc yu t trn ph thuc vo i ng nhn vin nng ng, tinh thng c hng dn bi cc qu trnh kinh doanh c ch ch. a. Qun l nhu cu: - Qu trnh bn hng trc tip cho khch hng v sn xut sn phm t trc to ra nhiu c hi cho s phi hp trong thc t v s ng b ha gia khu sn xut v khu bn hng. - Bng cch kt ni ny, Dell c th d dng nhn ra nhng thay i trong nhu cu ngi mua, t s ng b ha li c th cho php Dell p ng nhu cu khch hng mt cch nhanh chng hn so vi i th cnh tranh ca mnh. T s phi hp ni b ny, cho php Dell a ra nhng d tr d bo th trng c tnh chnh xc cao. b. S tng tc ni b: - Mt s thnh cng khc ca Dell l s phi hp ni b, nn vn ha ca Dell l nn vn ha ch trng v vic chia s thng tin v vic trao quyn cho tt c nhn vin. - Mi nhn vin c th s t quyt nh mt s vn c trao quyn, iu m bo cho vic khng mt c hi tho mn s mong i v nhu cu ca khch hng no b b qua. - Mi giao tip ni b c thng qua h thng thng tin in t. 4. Tri tim ca E-Commerce: - Ta bit rng thng mi in t l mt trong nhng hnh thc kinh doanh hin i nht hin nay, s dng mi trng cng ngh thng tin, in t kinh doanh. Vy kinh doanh th no cho tt? Lm sao c th qung b c thng tin v sn phm kinh doanh, hnh thc kinh doanh ca mnh trn mng internet. Vic c mt website vi hnh thc p mt, a dng v cu trc, ni dung sn phm kinh doanh Bn to cho mnh mt tri tim khe mnh cho mt con ngi thng mi in t pht trin. - Website chnh l ni tip th, bn v tip xc vi khch hng mt cch trc tip nht. - 5. M HNH SOSTAC: a. S(Situation): Phn tch tnh hnh Vic phn tch xem th doanh nghip ang u, v tr trn th trng l nh th no. Phn tch mc ch kinh doanh. nh hng pht trin v chn cho mnh mt k hoch thc t v ph hp nht vi cng ty l mt iu v cng quan trng. Phn tch th trng, chnh l tr li cu hi: Chng ta ang u? b. O(Objectives): Mc tiu a ra mt list tt c cc mc tiu ngn hn cng nh di hn ca doanh nghip. T c c nhng k hoch tt nht chinh phc nhng mc tiu . Lp mc tiu l tr li cho cu hi: Chng ta phi t c nhng g? c. S (Strategy): Chin lc

Lp chin lc cho cc k hoch ca mnh thc hin cc k hoch, ni dung chnh ca n vn thc hin cc mc tiu t ra. Lp chin lc l vic tr li cu hi, phi lm g thc hin n. Chin lc mang tnh bao qu, v di hn.
d. T (Tactics): Chin thut Chin thut no s c s dng? Nhng cng c no s c s dng? V chng c s dng nh th no? Nhng thng ip no s c hng n? Cch thc giao tip vi ngi s dng nh th no? c ngun lc v kinh ph thc hin hay cha? e. A (Action): Thc hin L qu trnh phn cng thi gian, cng vic v nhn s. S dng cc ngun lc ca cng ty cho cc cng vic. nh gi qu trnh hot ng v a ra nhng gii php tt nht. ng nh tn gi ca bc ny, l bc hnh ng hay thc hin. f. C (Control): iu chnh y l vic kim tra, iu chnh li nhng hnh ng, xem th n i ng theo mc tiu t ra hay cha? y l vic bn phi o lng xem th cng vic thc hin c hay cha/ o lng cc ch s, cc thng tin. Kt lun cui cng cng vic c ng hay khng? -

S stands for Situation Analysis - which means where are we now? O stands for Objectives which means where do we want to go? S stands for Strategy which summarises how we are going to get there. T stands for Tactics which are the details of strategy. A is for Action or implementation - putting the plan to work. C is for Control which means measurement, monitoring, reviewing, updating and modifying.