线上服务产业讲解课件.ppt
Copyright 2004 Pearson Education, Inc.,Slide 11-1,E-commerce,Kenneth C. LaudonCarol Guercio Traver,business. technology. society.,Second Edition,Copyright 2004 Pearson Education, Inc.,Slide 11-2,Chapter 11,Online Service Industries線上服務產業,Copyright 2004 Pearson Education, Inc.,Slide 11-3,Learning Objectives,Describe the major features of the online service sector描述線上服務業的主要性質。Discuss the trends taking place in the online financial services industry討論線上財金服務產業發生的趨勢。Identify the key features of the online banking and brokerage(仲介), insurance, and real estate(房地產) industries指出網路銀行、仲介、保險和房地產產業的主要特點。,Copyright 2004 Pearson Education, Inc.,Slide 11-4,Learning Objectives,Explain why online travel services can be considered the most successful B2C segment解釋線上旅遊服務為何被認為是最成功的B2C市場。Describe the major trends in the online travel services industry today描述現在線上旅遊服務的主要趨勢。Explain why career(職業) services online may be the ideal Web business解釋線上職業服務為何是理想的網站事業。Identify current trends in the online career service industry 指出線上職業服務產業目前的趨勢。,Copyright 2004 Pearson Education, Inc.,Slide 11-5,NetBank Expands: The Future of Branchless Banking(無分行銀行業的未來),NetBank: First federally insured bank in U.S. to operate solely on InternetOne of few Internet banks to operate profitably over several yearsMarch 2003: 160,000 accounts in 50 states and 20 foreign countriesOffers diverse group of complementary financial services businesses Future growth will increasingly depend on developing physical presence,Copyright 2004 Pearson Education, Inc.,Slide 11-6,NetBank Expands: The Future of Branchless Banking,Page 625,Copyright 2004 Pearson Education, Inc.,Slide 11-7,11.1 The Service Sector: Offline and Online,Service sector: Largest and most rapidly expanding part of economies of advanced industrial nations(進步工業國家)In U.S., services plus FIRE(Finance, Insurance, Real Estate) sector employs about 59% of labor force; accounts for $4.1 trillion of GDP(國內生產毛額),Copyright 2004 Pearson Education, Inc.,Slide 11-8,The Relative Size of the Service Sector: Employers,Figure 11.1, Page 629,服務業比美國經濟中其它的部門雇用更多的人力。,Copyright 2004 Pearson Education, Inc.,Slide 11-9,The Relative Size of the Service Sector: GDP,Figure 11.2, Page 629,服務業佔有美國超過41%的GDP。,Copyright 2004 Pearson Education, Inc.,Slide 11-10,What are Services?,Service occupations(服務性工作): Are “concerned with performing tasks” in and around households, business firms and institutions在家庭、企業公司或機構中完成任務的職位Service industries(服務產業): “Domestic establishments providing services to consumers, businesses, governments and other organizations為消費者、企業、政府和其他機構提供服務的國內公司FIRE is largest segment of services industry,Copyright 2004 Pearson Education, Inc.,Slide 11-11,The Major Service Industry Groups,Figure 11.3, Page 631,Copyright 2004 Pearson Education, Inc.,Slide 11-12,Categorizing Service Industries,Within service industry groups, can be further categorized into:Transaction brokers(交易仲介): Acting as intermediary to facilitate a transactionHands-on(實際動手) service providerServices industry features:Knowledge- and information-intense, which makes them uniquely suited to e-commerce applicationsAmount of personalization and customization required differs depending on type of service,Copyright 2004 Pearson Education, Inc.,Slide 11-13,11.2 Online Financial Services,Online financial services sector an example of an e-commerce success story, but success is somewhat different from what had been predictedPure online financial services firms in general(一般來說) are not yet consistently profitable(尚未獲利)Multi-channel established financial services firms are showing fastest growth and strongest prospects(前景),Copyright 2004 Pearson Education, Inc.,Slide 11-14,Online Asset Growth,2003: About $3.5 - $3.7 trillion managed onlineBy 2005, estimated to grow to $5.4 trillion2003: About 25-32 million households bank online; about 20- 25 million household trade onlineBy 2007, estimated online banking households will grow to 57 million; online investing households will grow to 41 millionNorthern Europe (Norway挪威, Finland芬蘭, Sweden瑞典) lead all regions in movement to online banking,Copyright 2004 Pearson Education, Inc.,Slide 11-15,Growth of Online Investable Assets (in Trillions兆),Figure 11.4, Page 633,Copyright 2004 Pearson Education, Inc.,Slide 11-16,Online Investing and Banking,Figure 11.5,Page 634,2007年前，預期會有超過5,700萬個家庭使用線上銀行；而超過4,000萬個家庭會在線上交易。,Copyright 2004 Pearson Education, Inc.,Slide 11-17,Online Banking Penetration(滲透率) in Various Countries (2002, As a Percentage of Total Banking),Table 11.1, Page 635,Copyright 2004 Pearson Education, Inc.,Slide 11-18,Online Consumers Financial Activities (2002, As a Percentage of Online Consumers),Table 11.2, Page 635,Copyright 2004 Pearson Education, Inc.,Slide 11-19,Financial Service Industry Trends,Financial services industry provides four generic kinds of services:Storage of and access to funds(資金儲存及使用)Protection of assets(資產保護)Means to grow assets(衍生資產工具)Movement of funds(資金轉移)Two important global trendsIndustry consolidation(統一) (Financial Reform Act of 1998 amended Glass-Steagall Act and allows banks, brokerages and insurance firms to merge)Movement toward integrated financial services (financial supermarket model),Copyright 2004 Pearson Education, Inc.,Slide 11-20,Traditional Providers of Financial Services,Table 11.3, Page 636,Copyright 2004 Pearson Education, Inc.,Slide 11-21,Industry Consolidation and Integrated Financial Services,Figure 11.6, Page 637,財金服務的主要趨勢是產業統一，以及財金服務將整合。,Copyright 2004 Pearson Education, Inc.,Slide 11-22,The Financial Supermarket Model: Integrated Online Financial Services,Figure 11.7, Page 638,在線上財金超級市場裡，消費者可以在一家機構的一個帳戶，購買任何的財金服務產品。,Copyright 2004 Pearson Education, Inc.,Slide 11-23,Online Banking and Brokerage,Online banking pioneered(首先開展) by NetBank and WingSpanEstablished brand name national banks have taken a substantial(大量的) lead in(引進) market share(市場佔有率)Early online brokerage leaders, such as E*Trade and Ameritrade have also been displaced at top by established firms (Fidelity富達 and Charles Schwab嘉信理財)Online consumers have made it known that they prefer multi-channel firms with physical presence(實體店面)Multi-channel firms have lower customer acquisition(取得), conversion(轉換) and retention(維持) costsHowever, users of pure online firms utilize them more intensively,Copyright 2004 Pearson Education, Inc.,Slide 11-24,The Leading Financial Services Firms,Table 11.4, Page 640,Copyright 2004 Pearson Education, Inc.,Slide 11-25,E-commerce in Action: E*Trade,E*Trade: 4.1 million online customers; offers online brokerage, banking,lending(借貸), corporate financial servicesDiscounted commissions(折扣佣金) on stock trades, free online information, online order entry, more efficient order execution, and better customer serviceOnline brokerage industry growth torrid(狂熱的) 1998-2000; has slowed somewhat since(此後)However, despite(不管) extraordinary(異常地) growth and success, not consistently profitable(尚未獲利); collapse(崩盤) of stock market and its impact on E*Trade demonstrated fragility(不堪一擊) of its reliance on(依靠) pure online domestic brokerage(國內仲介)Has since been seeking to expand physical presence(實體店面) and diversify(多樣化) revenue streams,Copyright 2004 Pearson Education, Inc.,Slide 11-26,E*Trade Groups Consolidated Statements of Operations and Summary Balance Sheet Data 2000-2002,Table 11.5, Page 644,Copyright 2004 Pearson Education, Inc.,Slide 11-27,E*Trade Key Performance Indicators(指標),Table 11.6, Page 646,Copyright 2004 Pearson Education, Inc.,Slide 11-28,E*Trade Cost per New Account and Average Commission(佣金) per Transaction,Table 11.7, Page 646,Copyright 2004 Pearson Education, Inc.,Slide 11-29,Financial Portals(財金入口網站),Provide comparison shopping services(比價購物服務), independent financial advice(個人財務建議) and financial planningFinancial portals generate revenue from advertising(廣告) referral fees(介紹費) and subscription feels(訂閱費)Examples: Yahoo! Finance, Q, MSNMoney, AOLs Personal Finance channelA major source of visitors to major established financial services sitesAdd to online price competition(價格競爭) in financial services industry,Copyright 2004 Pearson Education, Inc.,Slide 11-30,Account Aggregation(帳戶整合) Sites,Account aggregation: Process of pulling together all of a customers financial (and even non-financial) data at a single personalized Web siteEstimated number of people who use online aggregation varies widely 2002, estimated at about 3 millionYodlee leading provider of account aggregation technology; used by Merrill Lynch美林證券, Citigroup花旗集團, Chase大通銀行, othersRaises issues about privacy and control of personal data, security, etc.,Copyright 2004 Pearson Education, Inc.,Slide 11-31,Account Aggregation,Page 650,Copyright 2004 Pearson Education, Inc.,Slide 11-32,Insight on Technology: Should You Aggregate and Have Your Screen Scraped?,December 2002: Over 3.3 million online consumers use Yodlees free account aggregation serviceOver 1/3 obtain this service through financial portalsConsumers like account aggregation for its convenience and time-saving qualitiesIssues include:Screen scraping is a low-tech, high maintenance method of gathering informationControl over your data if aggregator goes bankruptAggregation not regulated as is banking, so few protections for information,Copyright 2004 Pearson Education, Inc.,Slide 11-33,Online Mortgage(抵押) and Lending(借貸) Services,Early entrants envisioned(期望) a market in which mortgage value chain would be simplified and loan closing process(借貸完成程序) speeded up, with resulting cost savings passed on(傳遞) to consumerHowever, many of early-entry, pure online firms failed (e.g., M) due to difficulties of developing brand and simplifying mortgage generation processToday, 4 basic types of online mortgage vendor:Established online banks, brokerages(仲介) and lending organizations(貸款機構)Pure online mortgage bankersMortgage brokersMortgage service companies,Copyright 2004 Pearson Education, Inc.,Slide 11-34,Online Mortgage Originations as Percentage of Total Mortgages,Figure 11.8, Page 654,Copyright 2004 Pearson Education, Inc.,Slide 11-35,Q,Page 655,Copyright 2004 Pearson Education, Inc.,Slide 11-36,Online Insurance Services,Online term life insurance(定期人壽保險): one of few product groups in which Internet actually lowered search costs, increased price comparison and resulted in lower prices to consumers However, in other insurance product lines, Web has offered insurance companies new opportunities for product and service differentiation and price discrimination(區別)Online insurance industry affected by fact that industry is regulated(規範) at state as opposed to(而不是) federal(聯邦) level; also impacted by channel conflict(管道衝突)Leading players include InsW, P; I,Copyright 2004 Pearson Education, Inc.,Slide 11-37,The Insurance Industry: Segments,Table 11.8, Page 656,Copyright 2004 Pearson Education, Inc.,Slide 11-38,Leading Online Insurance Services,Table 11.9, Page 657,Copyright 2004 Pearson Education, Inc.,Slide 11-39,Online Real Estate Services,Vision of E-commerce I (that the historically local, complex, and agent-driven real estate industry would be transformed into a disintermediated(無仲介) marketplace where buyers and sellers would transact directly) has not been realizedHowever, what has transpired(被人知道) has in fact been beneficial to buyers, sellers and real estate agentsAbout 70% of Internet-using prospective(未來的) home buyers use Web to gather information, view listings Major impact is influencing of purchases offlineDespite revolution in available information, there as not been a revolution in the industry value chain,Copyright 2004 Pearson Education, Inc.,Slide 11-40,Major Online Real Estate Sites,Table 11.10, Page 659,Copyright 2004 Pearson Education, Inc.,Slide 11-41,Insight on Society: Is H a Monopoly(壟斷者)?,H: Has agreement with National Association of Realtors to be exclusive distributor on Web for NARs MLS listings, accounting for more than 2 million homesIn February 2001, purchased its largest competitor, Cendents M, which had a 40-year exclusive listing agreement with Century 21, Coldwell Banker and ERALists over 90% of the homes for sale on WebCan argue that in this instance, e-commerce has strengthened established players in the traditional value chain, restricted the number of competitors, and allowed few remaining suppliers to dominate marketplace,Copyright 2004 Pearson Education, Inc.,Slide 11-42,11.3 Online Travel Services,Arguably(可以認為), the single most successful B2C e-commerce segment attracts single largest audience, and largest slice of B2C revenuesInternet becoming most common channel used to research travel and book reservations(訂票保留)2003: $38 billion in revenue, expected to grow to $70 billion by 2007Popular because they offer consumers more convenience (one stop offers content, commerce, community, customer service) than traditional travel agentsFor suppliers, offers a singular(單一), focused(集中化) customer pool(族群) that can be efficiently reached,Copyright 2004 Pearson Education, Inc.,Slide 11-43,Total U.S. Online Travel Booking(訂票) Revenue,Figure 11.9, Page 663,線上旅遊服務預期將持續快速成長。,Copyright 2004 Pearson Education, Inc.,Slide 11-44,Travel as the Ideal Internet Product/Service,An information-intensive productAn electronic product in the sense that travel arrangements can be accomplished for the most part onlineDoes not require inventorySuppliers are always looking for customers to fill excess capacityDo not require an expensive multi-channel presence,Copyright 2004 Pearson Education, Inc.,Slide 11-45,Online Travel Services Components,Airline reservations the largest single component ($21 billion in 2002; $39 billion in 2006)Hotel reservations ($7 billion in 2002, $15 billion in 2006)Car reservations ($3 billion in 2002, $7 billion in 2006)Cruise/tour reservations: fairly slow growth since not as well suited for online environmentMajor segments:Leisure(休閒) Business travel(商務旅遊) expected to be a major growth area as corporations seek better control of corporate travel expenses,Copyright 2004 Pearson Education, Inc.,Slide 11-46,Projected Growth of Online Travel Market Components,Figure 11.10, Page 665,機票預訂仍將佔有線上旅遊市場的大宗，而飯店及租車預訂會以甚至更快的速度成長。,Copyright 2004 Pearson Education, Inc.,Slide 11-47,Projected Growth of Managed and Leisure/Business Travel,Figure 11.11, Page 666,提供給企業的線上計畫旅遊服務，將比線上休閒旅遊成長得快。,Copyright 2004 Pearson Education, Inc.,Slide 11-48,Online Travel Industry Dynamics(動態),Competition among online providers is intenseIndustry is going through(經歷) a period of consolidation as stronger, offline established firms purchase weaker and relatively inexpensive online firmsSuppliers (the large national airlines, hotel chains, auto rental companies, etc) are attempting to eliminate the intermediaries such as the global distribution systems and travel agencies(旅行社), using the Web as a meansExamples: Orbitz (airline consortium), auto rental company direct-to-customer Web sites.,Copyright 2004 Pearson Education, Inc.,Slide 11-49,Large Online Travel Sites,Table 11.11,
