創造企業新一代完全行銷通路的 關鍵技術
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Transcript of 創造企業新一代完全行銷通路的 關鍵技術
創造企業新一代完全行銷通路的關鍵技術
陳立偉 博士INTERSHOP
2004.02.18
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Database
B2C e-commerce
B2C e-commerce
•Personalization
•On-line marketing
•Affiliate selling
•Order tracking
•. ………………..
•Personalization
•On-line marketing
•Affiliate selling
•Order tracking
•. ………………..
Database
Products
•Personalization
•On-line marketing
•Affiliate selling
•Order tracking
•. ………………..
•Personalization
•On-line marketing
•Affiliate selling
•Order tracking
•. ………………..
Q1: product bundling / marketing programs joiningQ2: user profile mergingQ3: product catalog / content managementQ4: total order/inventory/revenue tracking/processing
User group1 User group2
Database
B2B e-commerce
Problems ?
ProductsProducts
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Strategic Vision for Multi Channel Online Sales
Consumer ChannelsBusiness Direct Channel Partner Channels
Mu
lti T
ier
En
viro
nm
ent
Multi Channel Environment
Increase online B2C sales volume
Optimize your commerce processes for satisfied and
loyal B2B customers
Maximize sales and opportunities of channel
partners to increase reach
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Business Models
P C
B
B
Multi-tier demand chain include content and business process re-use.
.agent Mgn.
.personalization
.auction / market place
.order/inv. Mgn.
.workflow
. …….
. Content / catalog management
.User profile collection
. Rating and review customer
. Buyer behavior
. Dss, Dm
. ………..
.exchange
.auction
. ……..
.personalization
.online market
.affiliate selling
.auction / market place
. ……..
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Best Practices Business Processes of Multi-Channel Sales
• Brand Management
• Catalog Management
• Multi-Channel Management
• Online-Marketing
• Interactive Sales
• Order Management
• Fulfillment
• Customer Service
• Business Intelligence
• Relationship Management
For Consumer Channel, Business Direct Channel and Partner Channel:
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Collaborative PlatformCollaborative Platform
Collaborative Solution Collaborative Solution
BSI Connector
Other SystemOther System
Backend OfficeBackend Office
ERPERP
•Sales optimization
•Order/Inventory/revenue tracking
•Customer behavior analysis (time- dependent optimization)
• Performance Monitoring/System Configuration
•. …….. .
•Sales optimization
•Order/Inventory/revenue tracking
•Customer behavior analysis (time- dependent optimization)
• Performance Monitoring/System Configuration
•. …….. .
ENTERPRISE GROUP PORTAL CONFIGRATION
Content Management
Database
…
B2C webgroup
B2C webgroup
ProfessionalproductCenter
…
B2B webGroup for agents
B2B webGroup for agents
…
B2B webGroup for suppliers
B2B webGroup for suppliers
•User management
•Order/Inventory/revenue processing
•On-line Marketing
•Authorization workflow
•User management
•Order/Inventory/revenue processing
•On-line Marketing
•Authorization workflow
……
B2P webGroup for partners web sites
B2P webGroup for partners web sites
EPS
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Unified Commerce Management
Process Libraries
Collaboration platform
Unified Commerce Solutions
Content management
processes through multiple
sites.
Self-service salesthrough multiplesales channels.
Procurement processes
through multiple buying
channels.
Unified Commerce Management (UCM) core system.
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• Unifies buy-side and sell-side e-commerce processes with content management
• Unifies e-commerce processes across disparate business units, markets, countries, applications & systems
• Unifies internet self-service capabilities with other channels
• Unifies and automates the integration of e-commerce processes and technologies along the value chain
Unified Commerce Management
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MicroSoft
IBM 1 2 3 10 on requestBusiness units / Sites
Applications
System Integration
Cat./Cont. Management
e-procurement
B2P
B2B
B2C
˙ ˙ ˙ ˙ ˙
˙
˙
˙
˙
˙
˙˙
˙
….
…………….
.
Oracle
SAP
..
˙
…
E-Commerce Solution Cube
Not Only IntegrationBut Also Collaboration
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• Single system and servicesfor multiple collaborating commerce sites
• Secure, scalable, high-performing, business process system
• Ready-to-run commerce applications
• Powerful system, application and business process management
Business Unit
Customer
Business Unit
Business Unit
Supplier
Customer
Partner
E-Commerce
Goal
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Collaboration Request and Response Model
RequestHandlerServlet
file.java
Servlet Engine
Template ProcessorJava
ServerPagefile.jsp
Pipeline Dictionary
Pipeline Processor
Start-Node Pipelet Pipelet ISML-Template
file.class
Java Compiler
(e.g. jikes)
file.class
Ser
vlet
En
gin
e (J
WS
)
EJBEJB
EJB
Database Object Cache
Webadapter
Page Cache
Dat a
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Collaboration Platform
•Well-established XML and Java standards •Easy to configure pipeline for any marketing programs•Easy to integrate with other professional software•Clustering •Load Balance•Fail over handling•Multi-Language & • Multi-Currency support
ASAS ASAS ASAS
WSWS WSWS
Load BalancerLoad Balancer
DBDB
Internet
FW
FW
FW
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Modulized Unified Commerce Management
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Auxiliary Tool: Virtual Pipeline Management
• E-Commerce business model/logic developing is what we should concern. VPM is the tool to translate business logic into system executable program.
• Each client request, sent to system invokes the execution of a Pipeline.
• Pipelines implement business logic (business processes) as a chain of– Pipelets (Java code), as small functional steps– Control nodes to control the process flow– Interaction nodes, that define the response sent back to the
client (Templates)• Pipelines may call other pipelines during the request handling
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Virtual Pipeline Management
Pipelet list
Flow control
elements
Visual represen-
tation
Pipelet properties
PipelineDictionary view
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About Intershop
• Founded in 1992• 300+ Enterprise Customers• 500 Employees• 15 World-wide Offices
• Global Implementation Partners
Belgium
Denmark
Finland
France
Germany (Global Head quarters)
Japan
Netherlands
Norway
Spain
Sweden
Switzerland
Taiwan
United Arab Emirates
United Kingdom
United States of America (Americas Headquarters)
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Blue Chip Intershop Customers
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High-Tech & Manufacturing
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Retail & Consumer Goods
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Automotive