Migrația către e-commerce Sonia Pupăză
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- おきまさ ねぎたや
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1 こんにちはこんにちは
2 Migrația către e-commerce Sonia Pupăză
3 Despre mine: JAPONIA Educatie Antreprenoriat Plan de afaceri Comunicare interculturala Cercetare de piata Evenimente in Ambasada Romaniei la Tokyo Educatie Coordonare program Engleza Bunuri Marketing International Cercetare de piata Social media Planificare e-commerce Targuri internationale Planuri de afaceri Servicii contracte comunicare Banking Investitii imobiliare Prezentari Bugete Achizitii Branding
4 Spune-mi și voi uita. Invață-mă și-mi voi aminti. Implică-mă și voi învăța. Benjamin Franklin
5 Obiective: - Să afli cum te poți diferenția - Să știi cum să-ți deschizi un magazin online - Să înțelegi cum il poți promova
6 I. E-COMMERCE 1. Ce este e-commerce? 2. Tipuri de e-commerce 3. Analiza SWOT: on-line vs traditional 4. Etapele deschiderii unui magazin on-line 5. Posibile obstacole 6. Statistici 7. Structura unui site II. PROMOVAREA ON-LINE 1. Branding 2. Povestea produsului 3. Instrumente de promovare
7 I.1. Ce este e-commerce? E-commerce poate fi definit astfel: utilizarea cailor de comunicare electronica si a tehnologiilor de procesare digitala a informatiei in tranzactii comerciale, cu scopul de a crea valoare, a transforma si redefini inter-relationarea dintre companii, organizatii si indivizi. Caracteristici: - partile interactioneaza electronic, prin transmiterea de date la distanță - majoritatea tranzactiilor sunt procesate automat
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9 E-commerce B2B (Business to Business) B2C (Business to Consumer) C2C (Consumer to Consumer) Tipuri de e-commerce E-government B2G (Business to Government) G2B (Government to Business) G2C (Government to Consumer)
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11 Ce este Analiza SWOT? instrumentul de analiza a pozitiei strategice a firmei sau a ideii de afaceri evaluează factorii de influență interni și externi ai unei organizații, poziția pe piață se realizează în prima fază a unui proiect.
12 I.3. Analiza SWOT: on-line vs traditional PUNCTE TARI Personal redus Bunurile/serviciile nu sunt limitate geografic Acces facil la informatii referitoare la clienti Posibilitatea comercializarii unei largi varietati de produse Producatorul poate atinge consumatorul in mod direct Costuri < preturi < vanzare > E mai usoara lansarea de produse/servicii noi PUNCTE SLABE Personal inalt calificat Produsul nu poate fi incercat/testat Potrivit doar pentru cei cu acces la internet Varietate foarte mare, greu de evidentiat un anumit produs/serviciu Verificare identitatii partenerilor de tranzactie Nu e limitat la un anumit orar de functionare Clientii sunt reticenti la plata cu cardul
13 I.3. Analiza SWOT: traditional vs on-line OPORTUNITATI Bariere joase de intrare Acces liber, nerestrictionat Tehnologia utilizata e similara pentru toti Produse cu brand cunoscut AMENINTARI competitivitate ridicata Modificarea brusca a preferintelor consumatorilor Existenta unor platforme on-line deja consacrate (emag) Preluarea ideilor celor mici de catre dinozauri
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15 I.4. Etapele deschiderii unui magazin on-line BUNURI CERCETAR E DE PIAȚĂ PRODUSE SERVICII PLAN DE AFACERI STRATEGI E CLIENT CREARE WEBSITE DENUMIRE GAZDUIRE DEPOZIT LOCATIE AMBALAJ APROVI- ZIONARE LIVRARE PLATĂ DESCHIS PROMOVARE ON-LINE S PREȚURI TENDINTE PARTENERI RESURSE COSTURI PRODUSE PREȚURI CREARE CONTINUT POZIȚIE PRODUS LIVRARE CODARE POZIȚIE RETUR FLUTURASI REVISTE MASS-MEDIA
16 BUNURI I.5. Posibile obstacole CERCETAR E DE PIAȚĂ Produse identice/similare Preturi mai joase PROMOVARE Impropriu directionata Rata de raspuns mica PLAN DE AFACERI Incompetenta autorului Omiterea unor aspecte DESCHIS CREARE WEBSITE Omiterea unor functionalitati Cost Modul e-payment DEPOZIT APROVI- ZIONARE Pozitionare defectuoasa Codificare neclara Plati inainte de vanzare Produse eronate, defecte
17 I.7. Structura unui site COMPANIE / Despre mine NOUTATI / Blog / Newsletter / Presa PRODUSE / SERVICII CONTACT / Adresa Livrare / Factura Creare cont Servicii clienti Termeni si conditii Denumire Descriere amanuntita Provenienta Mod de utilizare / asamblare Poze Rating produse / servicii Brosura (optional)
18 CREARE WEBSITE DENUMIRE GAZDUIRE CREARE CONTINUT Tutorial
19 I.6. Statistici Romania ,4 mld. lei 8,4 mld. lei magazine active ,83 mld. lei 1,2 mld. lei
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21 Numarul utilizatorilor de Internet pe tari Rank Country Internet Users (2016) Penetration (% of Pop) Population (2016) Internet Users 1 Year Change 1 China 721,434, % 1,382,323,332 15,520,515 2 India 462,124, % 1,326,801, ,010,242 3 U.S. 286,942, % 324,118,787 3,229,955 4 Brazilia 139,111, % 209,567,920 6,753,879 5 Japonia 115,111, % 126,323, ,385 6 Rusia 102,258, % 143,439, ,067 7 Nigeria 86,219, % 186,987,563 4,124,967 8 Germania 71,016, % 80,682, ,557 9 U.K. 60,273, % 65,111, , users-by-country/ 40 Romania 11,236, % 19,372, ,259
22 Global NIELSEN Press-room 2015
23 Smartinsights.com/Global-internet-trends-2016
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25 Branding Manual de Identitate Elemente: 1. Logo 2. Fonturi 3. Culori acceptate 4. Antet 5. Logo aplicat pe documente 6. Carti de vizita 7. Materiale promotionale
26 II.2. Povestea produsului Linguri de lemn Artizanescu Linguri cu povesti The Spoonman
27 II.3. Instrumente de promovare in mediul on-line GoogleAdWords Facebook LinkedIn Twitter Blog YouTube
28 Pentru intrebari ulterioare ma puteti contacta pe adresa:
29 10 TIPS : Cum iti gasesti nisa de piata? 1. Identifica o nevoie, foloseste-ti experienta 2. Cerceteaza periodic si temeinic concurenta 3. Cauta global 4. Depaseste mediocritatea 5. Adanceste si ingusteaza nisa 6. Crede in si nu te teme de unicitate 7. Imbunatateste permanent 8. Creste viteza de rotatie a modelelor 9. Ofera ceva din partea casei 10.Multumeste clientului tau
30 Concluzii
31
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