Prof. Dr. Tilo Hildebrandt1 E-Commerce. Optimization Goal Maximize profit of the E- Commerce...
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Transcript of Prof. Dr. Tilo Hildebrandt1 E-Commerce. Optimization Goal Maximize profit of the E- Commerce...
![Page 1: Prof. Dr. Tilo Hildebrandt1 E-Commerce. Optimization Goal Maximize profit of the E- Commerce strategy under the side condition of Internet 2Prof. Dr.](https://reader035.fdocuments.net/reader035/viewer/2022062312/55204d7149795902118c4313/html5/thumbnails/1.jpg)
Prof. Dr. Tilo Hildebrandt 1
E-Commerce
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Optimization Goal
• Maximize profit of the E-Commerce strategy under the side condition of Internet
2Prof. Dr. Tilo Hildebrandt
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Derived Goals
• Increase the earning potential
• Reduce the costs under the constraints
3Prof. Dr. Tilo Hildebrandt
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Optimization Goal
Prof. Dr. T. Hildebrandt 4
Success of E-Commerce : ProfitProfit = Revenue – Cost
MaximizeSales
MaximizeSales
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Conversion Pyramid
FrequentCustomer
Customer
Interested User/Shop Visitor
Target Group/Visitor
Frequent Order: ⅙
Shopping Cart: ¼
Shop: ⅓
100
33
2
Partner/Near Buyer 9
Buyer: ⅕
Findability
Usability
Profitability
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Search Engine Click Rate
6Position
Clic
k R
ate
(CT
R)
110>10
Inve
stm
ent
2
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Findability
Prof. Dr. Tilo Hildebrandt 7
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Optimizing Findability
Prof. Dr. T. Hildebrandt 8
Klick Budget
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Prof. Dr. Tilo Hildebrandt
Janus Strategy
FindabilityUsability
Web-Shop
I-RobotI-Surfer
Source CodeWebsite
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Usability
• Performance• Readability• Frames/Tables/CSS• Page Length (vertical/horizontal)• Orientation/Search Field• Navigation• Hyperlinks (Syntax)• Fault Tolerance• Individualisation
Prof. Dr. Tilo Hildebrandt 10
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Profitability
Prof. Dr. Tilo Hildebrandt 11
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Marketing - Pyramid
CRM
Sales Marketing
Community Marketing
Internet Marketing (SEO/SEM)
After Sales
Usability
Segment Visitors
Findability
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Conversion Pyramid
FrequentCustomer
Partner/Customer
Interested User/Shop Visitor
Target Group/Visitor
Frequent Order:⅙
Order
Shop
100
33
2
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Push zu Pull
• Individualisierung der Kundenbeziehung
• Interaktion mit dem Kunden
• Spiegelung der Bedürfnisse
Internet Maßnahmen:
• Customer Relationship Management
• Verbesserung der Kundenloyalität
14Prof. Dr. Tilo Hildebrandt
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Internet CRMPull Marketing
• Ausrichtung von Produkten, Angeboten und Distribution auf Kundenbedürfnisse
• Maßstab: Kundenzufriedenheit
• Anforderung: Zusammenarbeit von Vertrieb / Marketing und Produktion / Beschaffung
15Prof. Dr. Tilo Hildebrandt
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Pull Marketing - CRM
• Surfer sucht Nutzen, nicht Anbieter
• Quantität - mehr Kunden
ist das Ergebnis von
• Qualität – bessere Leistungen für bestehende Kunden
• CRM führt zu dynamischem Optimum (economies of scale) bei Happyfans
16Prof. Dr. Tilo Hildebrandt
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Gewinnmaximierung
Prof. Dr. Tilo Hildebrandt 17
Gewinn
Aufteilung Rohertrag
Aufteilung Rohertrag
ohne CRM mit CRM
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Prof. Dr. Tilo Hildebrandt 18
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Quellen von Kundendaten
• Bestellungen
• Zahlungs- Bonitätsdaten
• Vertriebsinformationen
• Internet Registrierung
• Kundenanfragen
• Kampagnen
• E-Mail Aktionen
• Interaktionen19Prof. Dr. Tilo Hildebrandt
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Interaktion
Qualität steigern
• kontinuierliche Kommunikation
• Interaktion pflegen
• Dialog individualisieren
• Interaktiver Service
20Prof. Dr. Tilo Hildebrandt
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Prof. Dr. Tilo Hildebrandt 21
Werkzeuge
• Leistungsfähige Datenbank speichert– Kundendaten– Produktkatalog
• Aussagekräftige Statistik– Zählt Besucher– Mitglieder– Käufer– Warenkörbe– Usw.
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Prof. Dr. Tilo Hildebrandt 22
Werkzeuge
• Marketing-Fachkräfte– Kennen die Wirkungsweise von
Marketingstrategien
• Webmaster– Kennt die Arbeitsweise von Suchmaschinen– Setzt die Eigenschaften des Internets zum
Vorteil ein
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Prof. Dr. Tilo Hildebrandt 23
Budget
• Das Budget wird zur Verbesserung der Usability und der Findability eingesetzt und die Verteilung zwischen beiden Aktionsräumen wird optimiert.
• Bei positivem Verlauf steigt das Budget mit den Roherträgen