亚马逊案例分析(英文版)

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1、Amazon.com:Adigitalshoparoundthecorner……andadigitalcolossusDidyouknow:AllthesecompaniesbelongtoAmazon…Didyouknow:Amazonisalso…AmazonBasicsAmazon-brandedelectronicproductsAmazonFreshsellsanddeliversgrocerieinSeattleAmazonStudiosonlinesocialmoviestudioAmazonWarehouseDe

2、alsOffersdiscountsonrefurbishedproductsDidyouknow:AmazonhashadoneofthefastestgrowthsintheInternet’shistory…Didyouknow:AmazonwebServicesdrivesthesecompanies…Didyouknow:Amazon.comisagiant…But,why?HOWDIDAMAZONBUILDHISEMPIRE?Amazon’soutstandingpoints1“Customerisgod”2Inno

3、vation3LogisticsSTRENGTHS“Customisgod”11Apowerfulbackground2Customer-centricinnovation3Data&humandrivencustomerserviceSTRENGTHS“Customisgod”Apowerfulbackgroundthehigh-performancetransactionssystemsmachinelearningandpatternrecognitiontheautomaticdataanalysissystemawid

4、evarietyofothertechniquesSTRENGTHS“Customisgod”Customer-centricinnovation1997：1-ClickOrdering2001：Where’smystuff2002：FreeSuperSaverShipping1995：Customerreviews1997：Recommendations&bundles2001：Lookinsidethebook2003：SearchinsidethebookSTRENGTHS“Customisgod”Data&humandr

5、ivencustomerserviceAmazon’scustomerservicewasranked#1in2009and20111996:”IfyoumakecustomersunhappyontheInternet,theycaneachtell6,000friends”JeffBezosFixcustomer’sproblemsIdentifyrecurringissuesTrackthebehaviorofmerchantsCustomerserviceistheonlyhuman-to-humaninteractio

6、nforane-commercewebsiteWHYHOWSTRENGTHSInnovation1Expansion2Technologyinnovation3InnovationofBusinessstrategyandprofitmodelSTRENGTHSInnovationExpansionSTRENGTHSInnovationExpansionByintroducingtwonewproductcategorieseveryyearforalmostadecade,Amazon’smarketsharerepresen

7、tsonethirdofU.S.e-commercesales.STRENGTHSInnovationExpansionAmazonexporteditsU.S.modelandestablishedsubsidiariestosixcountries:UnitedKingdomGermanyFranceJapanCanadaChinaItaly1998199820002000200220042010Eachsubsidiarysubsequentlystartedtoreferencenewcategoriesoneafter

8、another.STRENGTHSInnovationTechnologyinnovationkindleSTRENGTHSInnovationTechnologyinnovationStoreyourmusic,videos,photos,filesRenta