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創造企業新一代完全行銷通路的 關鍵技術 PowerPoint Presentation
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創造企業新一代完全行銷通路的 關鍵技術. 陳立偉 博士 INTERSHOP 2004.02.18. Problems ?. User group1. User group2. B2B e-commerce. B2C e-commerce. B2C e-commerce. Personalization On-line marketing Affiliate selling Order tracking . ………………. Personalization On-line marketing Affiliate selling Order tracking

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Presentation Transcript
slide2

Problems?

User group1

User group2

B2B e-commerce

B2C e-commerce

B2C e-commerce

  • Personalization
  • On-line marketing
  • Affiliate selling
  • Order tracking
  • . ………………..
  • Personalization
  • On-line marketing
  • Affiliate selling
  • Order tracking
  • . ………………..

Database

Products

Database

Database

Q1: product bundling / marketing programs joining

Q2: user profile merging

Q3: product catalog / content management

Q4: total order/inventory/revenue tracking/processing

Products

Products

slide3

Strategic Vision for Multi Channel Online Sales

Business Direct Channel

Partner Channels

Consumer Channels

Multi Tier Environment

Optimize your commerce processes for satisfied and loyal B2B customers

Maximize sales and opportunities of channel partners to increase reach

Increase online B2C sales volume

Multi Channel Environment

business models
Business Models

.agent Mgn.

.personalization

.auction / market place

.order/inv. Mgn.

.workflow

. …….

B

.exchange

.auction

. ……..

Multi-tier demand chain include content and business process re-use.

P

C

B

. Content / catalog management

.User profile collection

. Rating and review customer

. Buyer behavior

. Dss, Dm

. ………..

.personalization

.online market

.affiliate selling

.auction / market place

. ……..

best practices business processes of multi channel sales
Best Practices Business Processes of Multi-Channel Sales

For Consumer Channel, Business Direct Channel and Partner Channel:

  • Brand Management
  • Catalog Management
  • Multi-Channel Management
  • Online-Marketing
  • Interactive Sales
  • Order Management
  • Fulfillment
  • Customer Service
  • Business Intelligence
  • Relationship Management
slide6

ENTERPRISE GROUP PORTAL CONFIGRATION

Professional

product

Center

B2P web

Group for partners web sites

B2B web

Group for suppliers

B2C web

group

B2B web

Group for agents

  • User management
  • Order/Inventory/revenue processing
  • On-line Marketing
  • Authorization workflow

E

P

S

……

Collaborative Solution

Content Management

  • Sales optimization
  • Order/Inventory/revenue tracking
  • Customer behavior analysis (time- dependent optimization)
  • Performance Monitoring/System Configuration
  • . …….. .

Collaborative Platform

Other System

BSI Connector

Database

Backend Office

ERP

CRM

unified commerce management
Unified Commerce Management

Self-service salesthrough multiplesales channels.

Procurement processes through multiple buying channels.

Content management processes through multiple sites.

Process Libraries

Collaboration platform

Unified Commerce Management (UCM) core system.

Unified Commerce Solutions

unified commerce management1
Unified Commerce Management
  • Unifies buy-side and sell-side e-commerce processes with content management
  • Unifies e-commerce processes across disparate business units, markets, countries, applications & systems
  • Unifies internet self-service capabilities with other channels
  • Unifies and automates the integration of e-commerce processes and technologies along the value chain
slide9

.

.

E-CommerceSolutionCube

Applications

….

Cat./Cont. Management

e-procurement

B2P

B2B

B2C

˙

Not Only Integration

But Also Collaboration

˙

˙

˙

˙

Business units / Sites

˙

˙

˙

˙

˙

…………….

IBM

˙

1 2 3 10 on request

Oracle

˙

SAP

˙

MicroSoft

˙

.

System Integration

slide10

Supplier

Business Unit

Goal

  • Single system and servicesfor multiple collaborating commerce sites
  • Secure, scalable, high-performing, business process system
  • Ready-to-run commerce applications
  • Powerful system, application and business process management

Business Unit

Customer

Partner

E-Commerce

Customer

Business Unit

collaboration request and response model
Collaboration Request and Response Model

Pipeline Processor

Template Processor

JavaServer

Page

file.jsp

ISML-Template

Pipelet

Pipelet

Start-Node

RequestHandlerServlet

Pipeline Dictionary

Servlet Engine

file.java

Data

Webadapter

EJB

EJB

EJB

Database Object Cache

Java Compiler

(e.g. jikes)

file.class

ServletEngine (JWS)

file.class

Page Cache

collaboration platform
Collaboration Platform

Internet

FW

Load Balancer

WS

WS

FW

AS

AS

AS

FW

DB

  • Well-established XML and Java standards
  • Easy to configure pipeline for any marketing programs
  • Easy to integrate with other professional software
  • Clustering
  • Load Balance
  • Fail over handling
  • Multi-Language &
  • Multi-Currency support
auxiliary tool virtual pipeline management
Auxiliary Tool: Virtual Pipeline Management
  • E-Commerce business model/logic developing is what we should concern. VPM is the tool to translate business logic into system executable program.
  • Each client request, sent to system invokes the execution of a Pipeline.
  • Pipelines implement business logic (business processes) as a chain of
    • Pipelets (Java code), as small functional steps
    • Control nodes to control the process flow
    • Interaction nodes, that define the response sent back to the client (Templates)
  • Pipelines may call other pipelines during the request handling
virtual pipeline management
Virtual Pipeline Management

Flow control

elements

PipelineDictionary view

Visual represen-

tation

Pipelet list

Pipelet properties

about intershop
About Intershop
  • Founded in 1992
  • 300+ Enterprise Customers
  • 500 Employees
  • 15 World-wideOffices
  • Global Implementation Partners

Belgium

Denmark

Finland

France

Germany (Global Head quarters)

Japan

Netherlands

Norway

Spain

Sweden

Switzerland

Taiwan

United Arab Emirates

United Kingdom

United States of America(Americas Headquarters)