e-Merchant: Retail Strategies for e-Commerce
暫譯: e-Merchant：電子商務的零售策略

Joanne Neidorf, Robin Neidorf

e-Merchant: Retail Strategies for e-Commerce
  • 出版商: Addison Wesley
  • 出版日期: 2001-04-18
  • 售價: $1,710
  • 貴賓價: 9.5 折 $1,625
  • 語言: 英文
  • 頁數: 304
  • 裝訂: Paperback
  • ISBN: 0201721694
  • ISBN-13: 9780201721690
  • 相關分類: 電子商務 E-commerce

    • 已絕版

買這商品的人也買了...

商品描述


Description

Applying proven, profitable retail principles to e-Commerce.

  • Delivering the right product, in the right place, at the right price, at the right time.
  • Strategy, assortment planning, merchandising, inventory management, vendor negotiations, and more.
  • Winning advice for every e-Commerce retailer, large or small.
As many e-retailers have discovered, if you neglect merchandising, inventory management, vendor negotiations, and the other classic fundamentals of retailing, you'll fail -- period. e-Merchant is the first comprehensive guide to the retail-specific issues facing every e-retailer, large or small. It targets issues that apply to every e-retailer: all you need to know to deliver the right product at the right price, in the right place, at the right time. Coverage includes: retail strategy for the Web; choosing the right merchandise; and using Web page layouts, signage, categories, search and sorting mechanisms to effectively merchandise what you have to sell. Discover proven e-commerce pricing and promotion techniques; metrics for evaluating the profitability of individual items and product lines; how to run an effective e-Commerce buying organization; and much more. The book also includes a detailed, up-to-date case study chapter covering both successes and failures. For everyone involved with Web-based B2C e-Commerce, including managers, marketers, merchandisers, Web designers, developers, and e-Commerce consultants.

Joanne Neidorf holds an MBA from Stanford University Graduate School of Business and has worked with internationally known retailers such as Gymboree and The Walt Disney Company. At Macy's, she was responsible for over $30 million in annual sales. Robin Neidorf provides Web-based intelligence to small and mid-sized organizations through her company, Electric Muse. She also provides content analysis, strategic planning and copywriting services for both Web and print media.

Back to Top


Table Of Contents

Preface.
What This Book Is.
What This Book Isn't.
Who Should Read This Book.
Acknowledgments.
About the Authors.
1. Introduction.
Who's in the Game?
e-Retail + Traditional Retail Operations (“Clicks-and-Mortar” ).
e-Retail + Catalog Operations.
e-Retail + Web Site Content.
From Consumer to e-Retailer.

2. Retail Strategy.
Defining Your Retail Strategy.
WHAT Are You Going to Sell?
Starting with Rivets: A Brief History of The Gap.
WHO Are You Going to Sell To?
But I'm a Department Store...Do I Really Need to Do All This Work?
Helpful Tips for Online Research.
Why Will a Customer Buy From You?
Location, Location, Location.
How Do You Sell?
Looking Ahead to Profitability.
Achieving Harmony between Your Retail Strategy Elements.
Hypothetical Cases.
Retail Strategy for ShoeWeb.
Retail Strategy for WebKidCare.
Retail Strategy Checklist.

3. Assortment Planning.
So, What Are You Selling?
Going Hybrid: Assortment Planning without Owning Assortment.
Defining Products.
What Is a SKU?
Basically, It's Fashion.
Prioritizing Assortment Needs.
Sourcing Products.
A Web of Sources.
Tracking Assortment.
Assortment Financial Planning.
Constructing a Buy Plan.
Beginning-of-Month (or Season) in Stock.
Sales.
Markdowns.
Receipts.
End-of-Month (or Season) Stock.
Turnover (Turn).
A Quick Note About Turn.
Open to Buy.
Hypothetical Cases.
Assortment Planning for ShoeWeb.
Assortment Planning for WebKidCare.
Assortment Planning Checklist

4. Merchandising.
Importance of Merchandising Decisions.
Shopper's Assistance: High Tech, High Touch.
Your Partners in Merchandising.
The Elements of Merchandising.
Colors.
Layout.
Text.
Do Not Click Here.
Animated Graphics.
Audio.
Site Navigation.
Sorting Mechanisms.
Search Engines.
Product Presentation.
How Many Clicks in Your Mix?
Customized Merchandising.
Quizzes and Product Selectors.
Auto Customization.
Elective Customization.
The Rules of Engagement.
Using Offline Merchandising Online.
When You Do Not Own Your Stock.
Organizing and Planning Your Efforts.
Hypothetical Cases.
Merchandising Plan for ShoeWeb.
Merchandising Plan for WebKidCare.
Merchandising Checklist.

5. Inventory.
Why Worry About Inventory.
Inventory Models.
Traditional Retail Model.
Retail Portal Model.
Hybrid Retail Inventory Model.
Tools to Use for Inventory Management.
Data Management.
How to Use Sell-Through Data.
Reporting.
Report Frequency.
Compatibility.
Intelligent Decisions with Inventory Reporting.
Bestselling Items.
Brand/Class Trends.
Department Trends.
Opportunities and/or Missed Products in the Assortment.
Appropriate Stock Levels.
Hybrid Inventory Reporting.
Profitability Preview.
Hypothetical Cases.
Inventory Management for ShoeWeb.
Inventory Management for WebKidCare.
Inventory Checklist.

6. Pricing and Promotional Strategy.
The Elements of a Pricing Strategy.
Cost of Goods.
Loss-Leader Merchandising.
Freight-Free? Not Likely.
Initial Markup (Margin).
Promotional Strategy.
Law and Order in Cyberspace.
The Suggested Retail Price.
Everywhere and Nowhere: Limitations on Promotional Strategies.
Competitor Prices.
Returning to Retail Strategy.
Hypothetical Cases.
Pricing and Promotional Strategies for ShoeWeb.
Pricing and Promotional Strategies for WebKidCare.
Pricing and Promotional Checklist.

7. Profitabilit.
So You Want to Make a Profit.
Turnover.
Retail Dollars Reminder.
What Turnover Means.
Achieving a Turn Goal.
Profit in a Post-Inventory Age.
Maintained Margin.
Non-Mathletes May Rejoin Us Here.
Margins without Inventory.
Hypothetical Cases.
Profitability Analysis for ShoeWeb.
Profitability Analysis for WebKidCare.
Profitability Checklist.

8. Vendor Relations.
Relationships That Help You Thrive.
Elements Involved in Vendor Negotiations.
Items to Purchase.
Quantity.
Delivery Date.
Cost.
Freight.
Payment Terms.
Marketing Allowance.
Marketing Materials and Support.
Exclusives.
Markdown Allowance.
Maintained Margin.
Returns and/or Damages
Guarantees
Assessing Your Negotiating Position.
What You Want.
What Can You Offer.
What Your Supplier Wants.
What Your Supplier Can Offer.
Preparing for Negotiations
Meeting with New and Prospective Vendors.
Meeting with Current Vendors.
Handling Negotiations.
Negotiating Techniques.
Hypothetical Cases.
Vendor Relations for ShoeWeb.
ShoeWeb Presentation Outline.
Vendor Relations for WebKidCare.
WebKidCare Presentation Outline.
Vendor Relations Checklist.

9. Running a Retail Organization.
Setting Up for Success.
Merchant Organization.
Broad or Narrow Focus?
Merchant Responsibilities.
Incentive Programs.
A Day in the Life of an e-Retail Organization.
Performance/Sales Review.
Product-Related Tasks.
Ordering/Shipping Tasks.
Planning
Hypothetical Cases.
Retail Organization for ShoeWeb.
Retail Organization for WebKidCare.
Organization Checklist.

10. The Virtual Real World: e-Retail Case Studies.
RedEnvelope.
Strategy.
Assortment Planning.
Merchandising.
Inventory Management.
Pricing and Promotion.
Vendor Relations.
Structure.
The Wisdom of Experience.
garden.com.
Strategy.
Assortment Planning.
Merchandising.
Inventory Management.
Pricing and Promotion.
Vendor Relations.
Structure.
The Wisdom of Experience.
FashionDish.
Strategy.
Assortment Planning.
Merchandising
Inventory Management.
Pricing and Promotion.
Vendor Relations.
Structure.
The Wisdom of Experience.
Craft.com.
Strategy
Assortment Planning.
Merchandising.
Inventory Management.
Pricing and Promotion.
Vendor Relations.
Structure
The Wisdom of Experience.
Gazoontite.
Strategy.
Assortment Planning.
Merchandising
Inventory Management.
Pricing and Promotion.
Vendor Relations.
Structure
The Wisdom of Experience.
BabyCenter.
Strategy.
Assortment Planning.
Merchandising.
Inventory Management.
Pricing and Promotion.
Vendor Relations.
Structure
The Wisdom of Experience.

Appendix: Concepts and Resources.
e-Business Overview.
Customer Relations.
The Customer Rules.
Remember Who Your Customer Is.
Editorial Policies.
Who Writes Your Content? Who Owns It?
How Connected Are Your Content and Merchandising?
Legal Issues.
Where Do You Do Business?
When Do You Own What You Own?
Policies and Payments.
Logistics.
Marketing.
Consistent, Targeted Messages.
Benefits, Benefits, Benefits.
Technical Partners.
Do It Yourself or Not?
Finding and Hiring the Right Technical Partners.
Care and Feeding of a Web Site.
Glossary of Common Retail Terms.

Bibliography.
Index. 0201721694T04262001


Back to Top

商品描述(中文翻譯)

描述

應用經過驗證的、獲利的零售原則於電子商務。
- 在正確的時間、正確的地點，以正確的價格提供正確的產品。
- 策略、品類規劃、商品陳列、庫存管理、供應商談判等。
- 為每個電子商務零售商提供成功的建議，無論大小。

正如許多電子零售商所發現的，如果忽視商品陳列、庫存管理、供應商談判及其他經典零售基本原則，你將會失敗——這是毫無疑問的。《e-Merchant》是第一本全面指南，針對每個電子零售商面臨的零售特定問題，無論大小。它針對每個電子零售商都適用的問題：你需要知道的一切，以便在正確的時間、正確的地點，以正確的價格提供正確的產品。內容涵蓋：網路零售策略；選擇合適的商品；以及使用網頁佈局、標誌、類別、搜尋和排序機制來有效地展示你所販售的商品。發現經過驗證的電子商務定價和促銷技巧；評估單個項目和產品線獲利能力的指標；如何運營有效的電子商務採購組織；以及更多內容。本書還包括一章詳細的、最新的案例研究，涵蓋成功與失敗。適合所有參與基於網路的B2C電子商務的人士，包括經理、行銷人員、商品陳列人員、網頁設計師、開發人員和電子商務顧問。

Joanne Neidorf 擁有史丹佛大學商學研究所的MBA學位，曾與國際知名零售商如Gymboree和華特迪士尼公司合作。在梅西百貨，她負責超過3000萬美元的年銷售額。Robin Neidorf 通過她的公司Electric Muse，為中小型組織提供基於網路的情報。她還為網路和印刷媒體提供內容分析、策略規劃和文案撰寫服務。

目錄
- 前言
- 本書是什麼
- 本書不是什麼
- 誰應該閱讀本書
- 感謝詞
- 關於作者
1. 介紹
- 誰在這個遊戲中？
- 電子零售 + 傳統零售運營（“Clicks-and-Mortar”）
- 電子零售 + 目錄運營
- 電子零售 + 網站內容
- 從消費者到電子零售商
2. 零售策略
- 定義你的零售策略
- 你將要販售什麼？
- 從鉚釘開始：The Gap的簡史
- 你將要賣給誰？
- 但我是一家百貨公司……我真的需要做這麼多工作嗎？
- 在線研究的有用提示
- 為什麼顧客會選擇你？
- 地點、地點、地點
- 你如何銷售？
- 展望獲利能力
- 在你的零售策略要素之間達成和諧
- 假設案例
- ShoeWeb的零售策略
- WebKidCare的零售策略
- 零售策略檢查表
3. 品類規劃
- 那麼，你在賣什麼？
- 混合模式：不擁有品類的品類規劃
- 定義產品
- SKU是什麼？
- 基本上，它是時尚
- 優先考慮品類需求
- 產品來源
- 來源網絡
- 追蹤品類
- 品類財務規劃
- 建立採購計劃
- 月初（或季初）庫存
- 銷售
- 降價
- 收貨
- 月底（或季末）庫存
- 週轉（Turn）
- 關於週轉的快速說明
- 開放採購
- 假設案例
- ShoeWeb的品類規劃
- WebKidCare的品類規劃
- 品類規劃檢查表
4. 商品陳列
- 商品陳列決策的重要性
- 購物者的協助：高科技、高接觸
- 你的商品陳列夥伴
- 商品陳列的要素
- 顏色
- 佈局
- 文字
- 不要點擊這裡
- 動畫圖形
- 音頻
- 網站導航
- 排序機制
- 搜尋引擎
- 產品展示
- 你的混合中有多少次點擊？
- 客製化商品陳列
- 測驗和產品選擇器
- 自動客製化
- 選擇性客製化
- 互動規則
- 在線使用離線商品陳列
- 當你不擁有庫存時
- 組織和規劃你的努力
- 假設案例
- ShoeWeb的商品陳列計劃
- WebKidCare的商品陳列計劃
- 商品陳列檢查表
5. 庫存
- 為什麼要擔心庫存
- 庫存模型
- 傳統零售模型
- 零售入口網站模型
- 混合零售庫存模型
- 用於庫存管理的工具
- 數據管理
- 如何使用銷售數據
- 報告
- 報告頻率
- 兼容性
- 使用庫存報告做出明智決策
- 熱賣商品
- 品牌/類別趨勢
- 部門趨勢
- 品類中的機會和/或錯過的產品
- 適當的庫存水平
- 混合庫存報告
- 獲利預覽
- 假設案例
- ShoeWeb的庫存管理
- WebKidCare的庫存管理
- 庫存檢查表
6. 定價和促銷策略
- 定價策略的要素
- 商品成本
- 損失領導商品陳列
- 免運費？不太可能
- 初始加價（利潤）
- 促銷策略
- 網路空間中的法律與秩序
- 建議零售價
- 無處不在：促銷策略的限制
- 競爭對手價格
- 回到零售策略
- 假設案例
- ShoeWeb的定價和促銷策略
- WebKidCare的定價和促銷策略
- 定價和促銷檢查表
7. 獲利能力
- 所以你想要獲利
- 週轉
- 零售美元提醒
- 週轉的意義
- 實現週轉目標
- 在後庫存時代的獲利
- 維持利潤
- 非數學家可以在這裡重新加入我們
- 沒有庫存的利潤
- 假設案例
- ShoeWeb的獲利能力分析
- WebKidCare的獲利能力分析
- 獲利能力檢查表
8. 供應商關係
- 幫助你茁壯的關係
- 供應商談判中的要素
- 購買的項目
- 數量
- 交貨日期
- 成本
- 運費
- 付款條件
- 行銷津貼
- 行銷材料和支持
- 獨家
- 降價津貼
- 維持利潤
- 退貨和/或損壞
- 保證
- 評估你的談判地位
- 你想要什麼
- 你能提供什麼
- 你的供應商想要什麼
- 你的供應商能提供什麼
- 準備談判
- 與新供應商和潛在供應商會面
- 與現有供應商會面
- 處理談判
- 談判技巧
- 假設案例
- ShoeWeb的供應商關係
- ShoeWeb的簡報大綱
- WebKidCare的供應商關係
- WebKidCare的簡報大綱
- 供應商關係檢查表
9. 運營零售組織
- 為成功做好準備
- 商人組織
- 廣泛還是狹窄的焦點？
- 商人的責任
- 獎勵計劃
- 電子零售組織的一天
- 績效/銷售回顧
- 產品相關任務
- 訂購/運送任務
- 規劃
- 假設案例
- ShoeWeb的零售組織
- WebKidCare的零售組織
- 組織檢查表
10. 虛擬現實世界：電子零售案例研究
- RedEnvelope
- 策略
- 品類規劃
- 商品陳列
- 庫存管理
- 定價和促銷
- 供應商關係
- 結構
- 經驗的智慧
- garden.com
- 策略
- 品類規劃
- 商品陳列
- 庫存管理
- 定價和促銷
- 供應商關係
- 結構
- 經驗的智慧
- FashionDish
- 策略
- 品類規劃
- 商品陳列
- 庫存管理
- 定價和促銷
- 供應商關係
- 結構
- 經驗的智慧
- Craft.com
- 策略
- 品類規劃
- 商品陳列
- 庫存管理
- 定價和促銷
- 供應商關係
- 結構
- 經驗的智慧
- Gazoontite
- 策略
- 品類規劃
- 商品陳列
- 庫存管理
- 定價和促銷
- 供應商關係
- 結構
- 經驗的智慧
- BabyCenter
- 策略
- 品類規劃
- 商品陳列
- 庫存管理
- 定價和促銷
- 供應商關係
- 結構
- 經驗的智慧
附錄：概念和資源
- 電子商務概述
- 客戶關係
- 客戶規則
- 記住你的客戶是誰
- 編輯政策
- 誰撰寫你的內容？誰擁有它？
- 你的內容和商品陳列有多緊密？
- 法律問題
- 你在哪裡經營業務？
- 你什麼時候擁有你所擁有的？
- 政策和付款
- 物流
- 行銷
- 一致的、針對性的訊息
- 好處、好處、好處
- 技術夥伴
- 自己動手還是不要？
- 尋找和聘用合適的技術夥伴
- 網站的維護和管理
- 常見零售術語詞彙表
- 參考書目
- 索引

類似商品

最後瀏覽商品 (20)