O U n N TRI KINH D O n N H
PHAT TRtiN CAC DJCH VU HO TRff MUA BAN TRI/C TUYiN ff AMAZON.COM 8AI HOC RUT RA CHO CAC WEBSITS B2C
BAN HANG TRUC TUYiN CUA VliT NAM
ChQ Ba Q u v e t '
Ngay nh$n: 20/6/2011 Ngay nhgn lai: 20/7/2011 Maso: 2.TMDT Til khda: Thuang mai didn tQ. mua bin true tuyen, dich vti ho tra mua ban true tuydn, dich vti md gian hing didn tQ, djeh vu thanh tain tnJe tuyen, dich vti thtle hidn dan hang, dieh VIJ gan nhan website tin eiy, dieh vij quang eao didn tQ, dieh vtj xep hang website.
'ua ban trtfc tuyen la cae giao dieh mua ban tren internet, mdt loai hinh Qng dtjng quan trong trong thuang mai didn tQ, de cac giao dieh mua bin tn/e tuyen thinh edng. doanh nghidp thuang mai didn tQ ean cung eap eae dich vtj hd'tra nd va Amazon.com - mdt edng ty thuang mai didn tQ eua My da lam tdt dieu nay. Amazon.com da phat trien nhieu dich vtJ hd'tra eae giao dieh mua ban tnJc tuyen nhu djeh vii md gian hang didn tQ. djeh VIJ thanh toan trtJc tuyen, dich vtJ thtJc hidn dan hang, dieh VIJ quang cao trtJc tuyen... Hidu qua sQ dtjng cac dieh vtj hd'tra trong giao dieh mua ban trtJe tuyen da the hidn rd trong stl phit trien manh me cua Amazon, eae website thuang mai di$n tQ, eae gian hang dien tQ sQ dtjng eae dieh vtJ nay. Qua phan tieh tinh hinh phit trien dieh vtj hd'tra mua ban trt/c tuyen dAmazon.eom, tie gia dexuat mdt sdbai hoe rut ra ddi vdi cic doanh nghidp ban hang true tuyen B2C d Vidt Nam.
I.D^tvande
Tinh den cudi nam 2010, thUdng mai dien tQ the gidi da di qua tren mdt thdp ky, tuy chua phai la dai so vdi hang tram nam phat trie'n cua thUdng mai truyen thdng nhung ddi vdi mdt doanh nghiep, mdt cd nhdn, vdi khoang thdi gian nay eung du cho vide tdng ket, danh gia nhOng khd khan, trd ngai, nhQng thdnh qua va rut ra nhOng bdi hpe quy gia tQ vide Idm thoong mat dien tQ (TMOT), can thiet cho tat ca nhQng doanh nghidp cd y djnh Qng dyng TMOT trong tydng lai.
Trong TMOT, mua ban trye tuyen (MBTT) la mdt Qng dung quan trpng, phan anh bd mat eua su phat trie'n TMOT. Nd la bie'u hien ey the' nhat, rd ret nhat eua TMOT trong viec trie'n khai cac giao djch dien tQ qua mang Internet theo thdi gian thue. Cae
KHOA HQC ^
32 Thirofng Mai
doanh nghiep (Business), ngudi tieu dung (Consumer) ed the' tien hanh eae giao dich MBTT theo hinh thQc B2B (tQ doanh nghidp tdi doanh nghidp), theo hinh thQc B2C (tQ doanh nghidp tdi ngodi tidu dung) va theo hinh thQc C2C (tQ ngddi tieu dung tdi ngodi tieu dung). Day la ba loai hinh thQc giao djch MBTT pho bien nhat trong TMOT.
Tuy nhien, de cac giao djch MBTT dieh ra thanh cdng khdng phai de'dang, ca doanh nghidp va ngodi tieu dung trong cac giao djch thOdng gdp nhQng khd khan nhat djnh. Vi du, bang each nao de hai ben tin tudng giao djch vdi nhau khi khdng biet nhau tQ trode va khdng cd sQ gap gd nhau tnJc
* ThS., Trudng Dai hgc Thuang m^i
iS"
So 43/2011
— QURN T R I KINH DORNH
tiep, lam sao giQ ngodi tidu dung d Igt website ban hang tiep tuc qua trinh giao djch, khdng ddi khdi website, bSng each nao doanh nghidp cd the' thyc hi$n hdng nghin ddn hang d khap ndi tren the gidi dung thdi gian vdi chi phi thap... Neu nhQng van de trdn khdng dope giai quyet, ngudi tieu dung se ngSn ngai nhap chudt, doanh nghidp khd tien hdnh trie'n khai ban hang trye tuyen.
Trdn mudi nam phdt trie'n TMOT va ban hang tnic tuyen, Amazon.com mdt trong nhQng website TMOT tieu bie'u cua My da khae phye nhQng khd khan trd ngai, vQpn ten dQng dau trong nhOng cdng ty ban hang trye tuyen thanh cdng, khang djnh Vj trf "vua ban le true tuyen", "tupng dai cua TMOT". Vdy nhOng kinh nghipm cua Amazon.com la gi, bai hpe gi eho cac doanh nghidp va ngudi tieu dung Vidt Nam trong ITnh vue TMOT? Bai viet nay tiep cdn tO gdc dd nghidn cQu cae djch vy hd"
trp MBTT cua Amazon.com da sQ dyng vd phdt trie'n nhu Id mdt each thQc hQu hidu giup Amazon.com trid'n khai MBTT thdnh cdng, ed the' la bai hpc qu;/ bau cho eae doanh nghidp ban hang trye tuyen qua website B2C cua Vipt Nam hpc hdi.
2. Tinh hinh phat trie'n cac d|ch vu hd'trp MBTT dAmazon.eom
Amazon.com Id mdt cdng ty TMOT da qude gia cua My, cd try sd chfnh tgi Thanh phd Seattle, bang Washington, My. Cdng ty dupc thanh ldp ndm 1994 bdi Jeff Bezos vd bat dau kinh doanh ndm 1995. Khdi dau la website ban sach trye tuydn. Hidn nay, Amazon.com la mdt website ban le di$n tQ tdng hdp vdi hang tridu mdt hang khac nhau va ban hang qua mgng tren nhieu qudc gia trdn the gidi.
Trong nam 2008, Amazon.com da thu hut tren 615 tridu ngudi truy nhdp, trong dd khoang 65 trifu khach hang mua hang tQ My mdi thdng. Doanh thu nam 2009 la 24,509 ty dd la My, nam 2010 la 34,204 ty dd la My, tang 39,5% so vdi nam 2009.
Amazon.com da cung cap nhieu djch vy hd'trp MBTT khdc nhau nhu djch vy dau gia trye tuyen, djch vy md gian hdng didn tQ (GHOT), djch vy thanh toan didn tQ, djch vy logistic. Ody Id nhOng djch vy hd'trp quan trpng cho doanh nghidp va ngodi tieu dung trong cac giao djch mua ban trye tuyen.
1) Dfch VIJ md gian hang di$n tQ trin Amazon (Amazon webstore)
Gian hang didn tQ (GHOT) la mdt loai website TMOT, Id tdp hpp cdc trang web phuc vy hoat ddng thddng mai hodc cac hoat ddng lien quan den thddng mgi. Dich vy md GHOT Id djch vu cung cap eho ea nhdn, doanh nghidp cd nhu eau cd website TMOT de' ban hang hodc tien hanh cdc hogt ddng thuong mgi. Trong dieu kidn ty thiet ldp website ban hang, duy tri va thyc hien ban hang qua mgng Internet la khd khan vd tdn kem ddi vdi nhidu doanh nghifp, ca nhdn, djch vu md GHOT do Amazon.com cung ea'p Id mdt giai phdp hifu qua cho cdc doanh nghifp tiet kidm chi phf, thdi gian vd quan ly GHOT dd' tien hanh cac hogt dpng ban hang qua internet de"
dang. Djch vy nay bat dau dupe Amazon gidi thifu ndm 2002 khi ma nhu eau cua cd nhdn, doanh nghidp ban hang tren mgng Internet tdng cao.Tuy nhidn, dd' cdc gian hdng difn tQ ed thd' ban hdng true tuyen hidu qud, Amazon da eung ea'p rat nhieu DVHT khac lien quan den djch vu md GHOT nhu djch vu tu vdn md GHOT, djch vu Bang 1. Mdt sdsdiidu ve Amazon.com ddn cudi nam 2010
NOi dung Doanh thu
' Thu nhSp tiX hoat dOng kinh doanh Thu nhap thuin
Tdng sd'nhan vien
1 Chi sd'xdp hang Alex a (thdng [4/2011)
K€lt qua i 34,204 ty USD '
1,406 ty USD ; 1,152 ty USD 33.700 ngirdi 16 tren thd'gidi
Ngudn: Amazon annual report 2010
vdn hanh GHOT, eae djch vy phye vu vdn hdnh GHOT trong MBTT nhy djch vy kho hdng, dich vy thanh todn didn tQ, d|ch vy thoc hidn ddn hang, vdn ehuyd'n va giao nhdn..., cac djch vy nay giup eho chu sd hQu cac GHOT cd the' tien hanh giao djch MBTT dupc de'ddng.
Djch vy md GHOT eua Amazon.com dupe danh gia Id cd tfnh cgnh tranh rat eao bdi: (1) Chi phf md GHOT khdng Idn va thap
86 43/2011
_KHOA HQC '^
Tliirafng Mai 33
Q U R N TRJ KINH D O R N H
hdn so vdi cac nha eung ea'p khac nhu YahoolSmall Business hodc eBaycom; (2) Chat lupng cac GHOT dope danh gia rat eao bdi edng nghe md GHOT do Amazon.com cung eapld edng nghd hidn dgi, nhd Ipi the cua Amazon cd ddi ngu chuydn gia hang dau the gidi ve edng nghd thdng tin; (3) Amazon.com la sdn giao djch didn tQ thu hut hang tram tridu ngudi truy cdp, hang tridu doanh nghidp ban hang tren the gidi da tdn dung Cd hdi quang bd tdi lupng ngudi truy cdp website ddng dao; (4) Quy trinh md GHOT ddn gian, cae GHOT cd nhan hidu ridng; (5) Cac GHOT cd tinh ndng an todn bao mdt cao, cd gan nhdn chQng ehi sd; (6) Chu sd hQu GHOT ed the sQ dyng rat nhieu djch vy hd'trp MBTT khac do Amazon.com eung cap nhy djch vy kho hang, eae djch vy thanh toan trye tuyen, djch vy v$n ehuyd'n vd giao nhdn...
[Tdng hop tQ danh gid cua cdc chu sd hQu GHOT tren Amazon.com].
Bang 2Danh sach mdt so GHDT ban hang thanh edng trdn Amazon.com
STT
Tin gian hang di^n tuf 1 i www.shopliftcomwww.CosmeticSolutions.com 3 www.pdrmed.com
4 Error! Hyperlink reference not valid.
5 i www.intliegardenandmore.com 6 j www.elementjewelry.com 7_
8 9 10
www.Macsales.com www.Geeks.com,
www. Electronics-Expo, com www. Scentiments.com
Ngudn: Tdng hap eua tac gia Vide cac ea nhdn, doanh nghiep sQ dyng djeh vu md GHOT da "bien" Amazon.com thanh mdt thj trudng dien tQ ban le khd'ng Id. TiVih den cudi nam 2010, da cd tren mUdi trieu GHOT dUdc md tren Amazon.com ban hang tram trieu mdt hang.
Nhieu GHOT da ban hang true tuyen rat thanh cdng (xem bang 2). Djch vy md GHOT da gdp phan tgo ra mdt so lupng cac nha ban le trye tuyen
34 TiiiTofng Mai
phong phu, da dgng. Mpi ea nhdn, doanh nghidp cd the sd hOu GHOT va tien hdnh ban hang true tuyen de'dang. Chinh djch vu md GHOT da ddng gdp quan trpng trong hd'trp cho hogt ddng ban hang trye tuyen.
ii) Dich vu thanh toan trUc tuyen d Amazon.com
Djch vu thanh toan true tuyen la mpt trong Gdc djch vu hd'trp quan trpng cho cae giao djch MBTT. Theo WTO, chUa cd thanh toan qua mgng Internet, chUa dupc xem la TMOT, dieu nay eung dung dot vdi cac giao djch MBTT. Nhd ed su phat trid'n cdc djch vy thanh toan true tuyen md cdc giao djch mua bdn true tuyen dupc thue hidn thanh edng.
Thanh toan didn tQ vd thanh toan trye tuyen d My da phdt tridn tQ cudi nhQng nam 90 cua the kj' trudc vd ngdy cdng phat trid'n mgnh me song hanh cQng vdi phdt trie'n cua thUdng mgi didn tQ. Phln ddng ngudi dan M^ da quen thudc vdt cac phOdng thQc thanh todn didn tQ nhu thanh toan bang the tin dyng tren mgng Internet, sec di^n tQ, vl tidn sd hda... ddy la nhQng dieu ki#n rat thu^n Ipi cho bat ky doanh nghidp ban hdng true tuyen ndo d My ndi ehung vd Amazon.eom ndi rieng.
Ngay tQ thdi gian diu Amazon.eom ban hang tren mang, website da dupc tfch hpp rat nhieu phUdng thQc thanh toan didn tQ. Mdc du ITnh viic thanh toan cho cac giao djch MBTT khdng phai Id thach thQc ldn ddi vdi Amazon.eom, nhOng de' hd trd tdi da cho doanh nghidp va ngodi tieu dung trong thanh toan mua hdng tren mang, dam bSo an todn giao djch, trdnh gian ldn, gia mgo va cac van de phat sinh trong thanh toan trQc tuyen, Amazon.com da phat trie'n nhieu logi hinh djch VIJ thanh toan dien tQ an todn cho ngodi tidu dung mua hang trdn Amazon.com, tgi cae GHOT dOdc md theo edng ngh§ cua Amazon vd cae website ban le dien tQ cd tieh hpp djch vy thanh todn dien tQ cua Amazon. Vf du, djch vy thanh toan bang the mua hang cuaAmazon.com, gidng nhu the ghi np cua ngdn hang phdt hanh. Khach hang sd hflu the dupc cap sd the va sd PIN dd' thuc hidn giao djch tren Amazon.com. Phuong thQc thanh toan nay hien van dang dp dyng va dope nhieu doanh nghiep ban hdng true tuyen Viet Nam dp dyng nhu the Goldfcard, Giftcard, egifteard eua GOL.vn;
Vcoin eua VTC...).
So 43/2011
Q U R N TRf KINH D O R N H
Ngoai ra, Amazon.eom da phdt trie'n nhieu hinh thQc thanh toan khde cho giao djch MBTT nho: (1) Dich vy thanh toan ehud'n (Standard Checkout): khach hdng xem xet tat ca cacddn hang chi tiet,bao gdm ehUdng trinh khuyen mai, chi phi ehuye'n hdng vd thue, trong mdt ma'u bang xuat hidn lien ket nhan hidu ddn le va hodn thidn ddn hdng bang nhap chudt; (2) Dich vy thanh todn ndi tuyen (Inline Checkout): tfch hpp ChQc ndng thanh toan cua Amazon trdn website cua ngudi ban. Khi khach hdng lya chpn djch vy ndy hp truy cdp dja chi ehuyd'n tidng vd phuong thQc thanh toan dope lou trQ trong tdi khoan eua hp tren Amazon.com mdt cdch trQc tiep; (3) Djch vy Amazon Payments: chdp nhdn cac logi the tin dyng nhy Visa, MasterCard, Discover, American Express, DinersClub,
va JCB; (4) Djch vy thanh todn linh hogt (Amazon Flexible Payments Service):
cung edfp sy linh hogt trong thanh todn vdi cdc dieu kidn b i t budc han che trong vide ehuyd'n tien. Cdc khdch hdng sQ dungdjch vy thanh toan linh hogt dupe luu trQ tai tdi khoin cua hp tai Amazon.com de' hoan thdnh cdc thanh todn mua ban qua mang; (5) Djch vu thanh toan dOn gian (AmazonSimplePay) Id djch vy thanh todncho phep cdc khach hdng sQ dung thdng tin thanh todn tQ tdi khoan cua hp tgi Amazon.eom de thanh todn cho san phd'm sd hda, djch vy va giao djch tren website; (6)
Djch vu AmazonMobile: Thanh
toan dua tren dien
thogi di ddng.
So vdi nhieu website ban hdng true tuyen khde thi Amazon.com la website cd sddjch vu thanh toan true tuyen da dgng, phong phu. Ngodi ra, theo ddnh gia cua ngodi tieu dQng va doanh nghidp sQ dyng cac djch vy thanh toan do Amazon.com cung cap thi ngodi tinh da dgng vd phong phu giQp hp ed nhieu lya chpn thi chat lydng djch vy thanh toan cung dam bao cac yeu cau (1) Cd tfnh tin cdy an todn cao, theo dung chinh saeh bao vd thanh todn cua Amazon dupc edng bd; (2) Nhanh chdng va tidn Ipi, ngudi mua hangkhdng can phai nhdp lai thdng tin thanh todn hodc ydn ehuyd'n; (3) Chi phf hpp 1^, khach hang cd the' lya chpn eae djch vy thanh toan vdi phf khac nhau; (4) SQ dyng de'ddng vd tfch hdp thudn Bang 3..- Mdf sddanh gii doanh nghidp sQdiing dich vtj thanh toan
cija Amazon.com cung ei'p
Doanh nghidp/
d^i di^n doanh
CEO cda. Other World Computing
GiSm (Ifl'c EVP
'i kie'n ddnh gid ciia doanh nghidp
Gidm dO'c Comp- U-PllLI
Gidm dfl'c Geek.i.com
j Gidm d6c Marketing Electronics- Expo.com PhcS chu tjch Jacobtime Inc
Khodng 15% ddn ddt hdng trong hai thdng ddu difilc thi^c hi$n bhng djch vv thanh todn cCIa Amazon. Gid trj dOn hdng trung binh cho cdc khdch hdng siJ dung djch vu thanh todn cOa Amazon Wn hrfn 17% cdc ddn hdng Ura chcjn nhd cung cdp djch vij thanh todn khdc.
Djch vv thanh todn cda Amazon Id djch vy tuy$t vili bt?i vl rd't nhilu ngiftii mua hdng tri^c Iuy6'n trSn EVP dd cd tdi khodn Amazon.com. Thanh todn bing djch vu ciia Amazon th^fc sir gidp loai b(1 tre') ngcji trong qud trinh mua, kS't qua Id s\f gia tdng t;^
1$ djt hdng.
Thanh todn cila Amazon da giUp Comp-U-PIus thu hOt khdch hdng mCli vd tdng doanh s6'. Khodng 78% .sfl' giao djch siJ dyng djch vu thanh todn ciia Amazon vd ddn ddt hdng trung binh thflng qua djch vu thanh todn cua Amazon cao hdn 17% ,so vdi binh qudn chung cua doanh nghidp. _
Geeks.com rd't vui mCfng vdi sCf dung djch vu thanh todn cua Amazon. Chi'ing t6i bie't khdch hdng cua chdng tfli cdn lUa chpn dich vu thanh todn vd thanh todn cda Amazon.com da gidp ho tin tu'dng rdng thOng tin cua ho dif^Jc an todn. Trong thdi gian mOt vdi tudn ra mdt, thanh todn cda Ama7X)n da chi&'m tr6n 10% cdc giao djch tr6n trang web cda chdng t6i vd trfin 90% trong s6' ndy Id cdc ddn ddt hdng tOf cdc khdch hdng mdi.
Djch vu thanh todn Amazon da ddn gian hda quy trinh thanh todn cda chdng t6i, cai ti&'n cdc trai nghidm mua s^m cua khdch hdng vd tdng ty 1$ ddt hdng. K^ tCr khi sd dung djch vu Inline Checkout cda Amazon, gid tri ddn hdng binh qudn dd tdng Ifin. _ Tich hdp djch vu thanh todn cua Amazon da dUa tdi mot chifi'n thdng cho Jacobtime.com, da c6 tr6n 20% s6' ddn hdng cda chdng tfii sd dung djch vu thanh todn cua Amazon vd ty 1$ ddt hdng/truy cdp trang
v^eb cua chdng t6i da gia tdng :
Ngudn: tQ http://www.google.eom
KHOA HOC
So 43/2011 Tiiirofng Mai 35
Q U R N TRI KINH D O R N H
tien vao cac website TMOT, GHDT; (5) Tien Ipi, djch vy thanh todn eua Amazoncho phep khdch hang ehuye'n hang theo mdt ddn hang den nhieu dja ehi khae nhau; (6) Djch vy thanh toan cd tinh tuy chinh de phu hpp vdi tQng khdch hdng theo tQng website TMDT.
Cac djch vy thanh toan cua Amazon khdng nhOng hd" trp khach hang mua hang tren Amazon.eom hodn thanh giao djch MBTT nhanh chdng, tien Ipi ma edn gdp phan dd'y mgnh bdn hang tren eae GHDT, cac website ban hang cd tich hpp eae phUdng thQc thanh toan thanh edng.
Oieu nay la ro rang vd khdng the phu nhan dope vai trd eua nd.
HI) Dich vu thuc hi$n dan hang 6 Amazon.com (Fulfillment By Amazon - FBA)
Oe thQc hien viec ban hang, van chuyen, giao hang den ngudi tieu dung mua hang tO Amazon.eom hodc eae GHOT dope md tren Amazon.eom dung thdi han, ngay tO thdi gian dau thanh lap, Amazon da trie'n khai xdy dyng eae Trung tdm thOe hidn
logistie); (2) Djch vu hdu can ben ngoai (Outbound logistic) va (3) Djch vy kho hang. Djch vu hdu can ben trong (Inbound Service) eho phep cac thUdng nhdn tao ra vd gQi hang ben trong he thdng kho hang eua Amazon, tdi cae trung tdm thUe hien ddn hang cua Amazon. Djeh vu hdu can ben ngoai (Outbound Service) cho phep eae thUdng nhdn sQ dyng hd thdng thuc hien don hang eua Amazon xil ly cac ddn hang dupe ban tren website eua thUdng nhdn hodc cdc kenh khac khdng phai cua Amazon;
hd'trp theo ddi va quan ly cac yeu cau ehuye'n hang (Track and manage shipment requests): Sau khi ddn hang rdi khdi trung tdm thue hidn ddn hang, eae thUdng nhdn cd the' theo ddi vide ehuye'n hang, giQ lien lac vdi khdch hang va eho biet thdi gian hang den. Djch vy kho hang (Inventory Sen/ice):
eho phep cac thUdng nhdn edp nhdt tinh trang hang tdn kho tai cac trung tdm thuc hien ddn hang cua Amazon. Cac thUdng nhdn cd the theo ddi tinh trang mdt hang tdn kho de' giQ cho thdng tin danh
ddn hang {Fulfillment Center), phat trie'n cac he thong hdu can didn tQ, ldp cae kho hang tren nhieu qudc gia tren the gidi.
Djch vy thyc hien ddn hang bdi Amazon (FBA) Id djch vy cho phep ngudi tieu dung, doanh nghiep truy cdp vao Amazon.com hodc gQi thdng tin thuc hien cae ddn ddt hang cua khach hang.
Khi ed thdng bdo ddt hanh, Amazon se nhdn hang, ddng gdi- vd van ehuye'n cac san pha'm chokhach hang vao bat cQ luc nao va bat ky ndi nao.
FBA bao gdm ba nhdm djch vu: (1) Djch vy hdu can ben trong (inbound
saeh san pham dupc cdp nhdt.
Hinh 1 :Dieh vii theo ddi thilc hidn dan hang trdn Amazon.eom
CEVA Logistics
DB Schenker
DHL Express
Dynamex
Ensenda
FedEx
JL,..1....I... I . . . „ ,
Cung cap djch VU theo doi thuc ' hlen don hang tren Ainazon.com
WWW,ensenda,com/content/ecommerce
www.fedex.com/us/pckgenvlp/traclc/index,html
PhMf; 1-800-821-
% Option 2 E-mail
Phone; 1-800-610-
S544
VATral(,aspx Phone: 1-800-592- 7489 (6 a.m. to 5 p.m. PT) Phone; 1-877-280- 4573
Phone: 1-800-225- 5345
Phone: 1-206-574- 7180
Phone: 1-855-662- 9942
Phone: 1-800-463- 3339
Ngudn: Amazon, com KHOA HOC
36 Tiiirofng M a i So 43/2011
QURN TRJ KINH DORNH
Bang viec xay dung he thdng cdc kho hang trong dd vdi 8 kho hdng dat tai My va khoang 20 kho hang ddt tgi cae qudc gia ed chi nhanh cua Amazon, da sd nhQng kho hang nay dope dat gan khu sdn bay, ben cang; eae kho hang vd trung tdm thoc hipn ddn hang dope tin hpc hda rat cao, da giup Amazon xQ ly hang trieu don hang/ngay Nhd viec lien ket vdi tren 19 nha cung cap dich vy van chuyen hang dau the gidi nhu UPS, DHL Express, FedEx, OnTrac... da cho phepAmazon.com thyc hien hieu qua cac ddn hang tren khap the gidi, dung thdi gian vdi chi phi thap.
Dieu dem Igi thanh cdng trong ban hang trye tuyen cua Amazon, theo Bezos Lanh dao Chu tjch tap doan Amazon.com chinh la nhd he thdng djch vy thUe hien don hang, vari hanh cac kho hang hodn hao cua Amazon.com da dem lai cho Amazon.eom Ipi the tuyet ddi trong nganh ban le dien tQ.
TOdng to nho viec sQ dung djch vu thanh toan doAmazon.com eung cap cho cac GHOT, website TMOT cua doanh nghiep ban hang trQc tuyen ed tich hpp cae djch vy thanh todn troe tuyen cua Amazon, cac doanh nghiep, ngOdi tieu dung sQ dung djch vy thye hien ddn hdng cua Amazon.com eung danh gid cao vai trd va cd sy hai idng chap nhdn sQ dyng cdc djch vy nay.
Bang 4. Mot sddanh gia doanh nghidp sQ diing djeh vu thuc hien dan hing eua Amazon.eom
Doanh nghi€p/
dai di^n doanh nghigp Y ki^'n danh gia ctia doanh nghidp CIO, pho chu ticti Joiin
Class, TexthoohsRu
Viec sijf dung dich vu thUc hien ddn hang Amazon (FBA) da lam tang ty le cac ddn dat hang tren textbook.s.com Michael Ei.senberg,
: CEO, Central Clief Jennifer Ram.sey, chii tich ciJa BahyBecause
Khdch hang co nhu cau si} dung dich vu van chuyen miln phi. FBA giiip CentralChef.com thUc hien difdc dieu nay.
Dich vu FBA ciia Amazon da giiip chung toi tang doanh so' 4Q% trong nam trUdc bdi chung co gia canh tranh doi vdi khach hang cua chung toi.
Anthony Chichelo, Chu tich. Before tiie Store
Dich vu FBA la hoan toan dang tin cay.
FBA da dem lai cupc each mang trong ban hang trufc tuyen va thiTc hien dcJn hang tren website cua chiing toi Toyburg.com, doanh so ban tang gap 3 lan trong nam nay so vdi nam tnfdc.
Steven Seeberger, CEO.Toyhurii
Ngudn: Tdng hop eua tie gia
Tdm lai, viec cung cap djch vy thuc hien dOn hang cua Amazon da giup Amazon, cdc GHOT, doanh nghiep ban hang trye tuyen ed the chu' dpng dap Qng don hdng tren pham vi rdng Idn, dung thdi hgn. Cae dOn hdng dupe xil ly lieri mach nhu chpn hang, ddng gdi va van chuyen, tra lai hang hda. Doanh nghiep, ngudi tieu dung cd the' de'dang sQ dyng cac djch vy nay va cd su tin cay cao.
iv) Mgt sddjch vu hd'tra MBTT khac
Dieh VIJ dam bao an toin giao dieh: de' dam bao cac giao djch MBTT, Amazon da xdy dung chinh sach va thuc thi chinh saeh giao djch TMOT an toan. Chinh sach nay dupc edng bd tren Amazon.com nham bao mat thdng tin khach hang, ngodi tieu dung va cac chu sd hOu GHOT tren Amazon.com. Amazon cd thanh lap Trung tam cac djch vy web (Amazon web services) chuyen nghien cQu va dOa vao Qng dung cac cdng nghe, cdng nghe bao mat hien dai. trong cac giao djch MBTT va thanh toan trQc tuyen, Amazon sQ dyng djch vy gan nhan giao djch tin cdy cua VerlSign (nhd cung cap djch yy chOng thQc chO ky sd hang dau the gidi). Nhd thuc thi ehinh sach dam bao an toan giao djch rat tdt, qua 15 nam phat trie'n, hd thdng TMOT Amazon.com hoat dpng d'n djnh, it cac SQ cd, hodc bj tan edng. Doanii nghidp, ngodi tieu dung cd sQ yen tam, tin cdy kha cao trong cdc giao djch tren Amazon.
Dich VtJ quang eio tale tuyen trdn Amazon.com:
Amazon cung cap djch vu quang cdo trye tuyen eho doanii nghiep, ca nhdn ed nhu cau quang cao san phd'm, trang web tren Amazon.eom theo hai choong trinh: (1) Quang cao theo phi nhap chudt (CPC) va (2) Quang cdo cho thud khoang trdng dat bie'u ngO (banner). Vi dy, djch vy quang cdo cho thue khoang trdng (xem hinh 2) hidn dang dope Amazon cung cap cho khach hang/doanh nghiep chu yeu tai DQc, Nhdt Ban, Anh vd My; theo dd Vj tri- ddt bie'u ngQ quang bdo, kich thode bie'u ngQ, logi bie'u ngQ, thdi gian ddt bieu ngQ... la cdc yeu td xac djnh gia/phi thud
So 43/2011
_KH0,.\ HOC --='
Tiiirofng Mai 37
QURN TRI KINH DORNH
khoang trdng ddt bieu ngQ. Khi bie'u ngO dupe dat tren mdt trang cua Amazon, khach hang hodc ngudi xem cd the' nhdn dupc nhQng thdng tin ve doanh nghiep dat bie'u ngQ hoac ehi can nhap chudt se truy cap den website cua doanh nghiep de thOc hien eae giao djch thOdng mgi.
Hinh 2: Quang eio dit banner trdn eie trang web eua Amazon.com
ftmtionix'n
lit idii' ajU W-:
Your Ad Here
•^^^WrayBuRt
Ngudn: Amazon.eom Djeh VIJ do. luu luang truy eap va xep hang
website: ngoai nhQng djch vy dope tieh hdp tren Amazon.com, tdp dodn Amazon cung eung cap eae djch vy hd'trp eho cae giao djch MBTT khac;
die'n hinh nhat vd dypc sQ dyng phd bien nhat la djch vy do lou lupng truy cap va xep hgng Website (do Alexa.eom mdt website dupc phdt
ed y nghTa quan trpng ddi vdi doanh nghidp trong marketing, tiep thj website tdi edng chung.
Odi vdi ngudi tidu dung true tuyen, nhat la ngudi ehua biet nhieu thdng tin ve website, djcji vy xep hgng website eung giup hp hid'u biet ve website trudc khi quyet dmh truy cap website ndo de giao djch (vi d u , hinh 3 cho thay ket qua vatgia.eom la website cd mQc truy cap cao d Viet Nam, xep hang thQ i i ) . Chac chan mpt website dupc xep hang truy cdp cao se dem lai cam giac ban dau cho ngudi dung ve uy tin, thUdng hieu khae ha'n vdi website ed thQ hang thafp vdi rat it ngudi truy cap.
Djch vy xep hang website eung la nhQng djch vu h d ' t r p quan trpng trong MBTT, chac chan nhOng website TMDT dupe xep hang cao se thu hut nhieu hdn ngudi truy cap vd kha nang eae giao djch MBTT se Idn hdn.
3. Mpt so" bai hpc rut ra til Amazon.com cho cac website TMDT B2C ban hang trUc tuyen d Vi§t Nam
Cd the' thay, sU thdnh edng eua Amazon.com den tQ nhieu ly do, mdt trong nhQng nguyen nhan cd ban la Amazon.com da xdy dung vd phdt trie'n lien tyc he thdng cac djch vy hd" trp MBTT da dgng, phong phu, chat lupng thda man nhu cau khach hang. Vdi bdn nhdm djch vy hd'trp dUdc Vi li'i dat lisuuier
quang cao
trie'n bdi Amazon) cung cap. Djch vu nay bao
gdm nhieu djch vy khde Hlnh_3;vafg/a.comxep hang 11 trong eae website nghien cQu, djch vu md
^^^Jy Q^p^QQ^Yidt Nam ngay 20/1/2011 ^'"^-^
nhau nho djch vu ddnh gid luu lupng truy cdp (giao thdng) tren website dem sd trang web dupe ngudi truy cap xem, ty Id truy cap tO bo website, xep hang website... V i dy, de tim hieu vatgia.eom, mdt website TMOT eua Viet Nam cd nhieu ngodi truy cap hay khdng, thQ hgng truy cap d Viet Nam, hoac tren the gidi, cd thd' sQ dyng djch vy xep hgng website do Alexa.eom eung cap.
Vide sQ dyng djch vy do Alexa.eom cung ea'p
V a t g i a . c o m ' s Regional Traffic R a n k s Countiy
I I Vietnam :•: Soufli Korea
Singapore Japan
EM
Russia
More Website xep hang thu 11 tai Viet Nam v§ s6 ludng truy cap
KHOA HOC
GHOT da tao cho Amazon.com trd thanh trung tdm kinh doanh va mua ban trye tuyen vdi hang tridu ngudi ban hang vd hang tram trieu ngudi mua hang, tQ do phat trie'n cac djch vu quang eao trye tuyen rat hieu qua. He thdng cac djeh vu thanh toan dien tQ, djch vy thyc hien ddn hang ddng vai tro quan trpng trong cac giao dich MBTT thanh edng, hd'trp vide ehuyln djch ddng hang hda, ddng tien giOa ngddi
38 Tiiirofng Mai So 43/2011
Q U R N TRJ KINH D O R N H
mua vd ngudi ban an todn, nhanh ehdng, tief kidm.
Odi vdi cdc doanh nghidp Vidt Nam, cdc web- site TMDT B2C trid'n khai ban hang trye tuyen cd the hpc tap kinh nghidm tQ Amazon.com trong phat trie'n cdc djch vy hd'trp MBTT nhy djch vy md GHDT, djch vy thanhi toan trye tuyen, djch vy thyc hien ddn hang...
Ddi vdi djch vy md GHOT, do cdng nghe md GHDT khdng qua khd khan ddi vdi cdc doanh nghiep TMDT, vdn dau tu khdng ldn, ngudn nhdn luc van hanh cac GHOT chu yeu tQ phia doanh nghiep cd GHOT, cae doanh nghiep ehuyen ITnh vuc TMDT Viet Nam nhO GOL.vn, vatgia.eom, chodientu.com.vn, ecvn.gov.vn da lam va cung cap khd tdt cae GHDT vdi day du cac tinh nang cua website ban le dien tQ. Hang chuc nghin GHOT dd dupe md tren cac website TMOT chuyen nghiep, dieu dd phan anh tinh hinh phat trien djch vu md GHOT cua eae doanh nghiep chuyen TMDT Viet Nam da dap Qng yeu eau.
Ddi vdi phat trie'n djch vu thanh toan true tuyen, cac website ban hang B2C nhu Golmart, Vinabook, nguyenkim, chodientu, vatgia... da phat then theo hudng Amazon.com: tieh hpp cae djch vu thanh todn trQc tuyen da dang, phdt trie'n cac cdng thanh toan trQc tuyen chuyen cung cap djch vu thanh todn trQc tuyen nhO: vatgia.eom phdt trie'n cdng thanh toan nganluong.vn, chodientu phdt trie'n rieng edng thanh toan baokim.vn.
Do TMOT d Viet Nam mdi phdt trie'n, edn nhieu khd khan, trd nggi trong mdi trudng TMOT vd MBTT d Viet Nam nhu: ty Id sd ngudi sQ dung the tin dyng thap, tdm ly va thdi quen mua hang trye tuyen ehua phd bien, nhieu doanh nghiep vd ngudi tieu dung chua biet den nhieu logi hinh djch vy hd"
trd MB.TTT, vide phdt trie'n eae djch vy md GHDT va djch vu thanh toan true tuyen can ket hpp vdi hoat ddng quang eao de dd'y manh nhu eau sQ dung cac djch vy nay.
Ngoai ra, da sd cdc doanh nghiep thiet lap website TMDT B2C de ban hang trye tuyen la nhOng doanh nghidp nhd, vdn it. Cae doanh nghiep nay ed the' hpc tdp tQ Amazon trong cung cap cac djch vu thanh toan da dgng, sQ dyng eae nhd cung c^p djch vy gan nhan website TMOT tin cdy, cung cap djch vy md GHDT, quang cao true tuyen trdn website eua minh.
Rieng ddi vdi eung ea'p djch vy thye hien ddn hang, theo kinh nghiem cua Amazon.com, ddi hdi vdn dau to rat Idn, nhan iQc vd edng nghe khd ed
S6 43/2011
doanh nghiep ehuyen TMOT Viet Nam ndo ed the phdt trie'n vd vdn hdnh dope. Thay vi dau tu, xay dQng va phdt trie'n djch vy thyc hien dpn hang nhu Amazon, cac doanh nghiep ban hang trye tuyen cd the lien ket cac nha cung cap djch vy van chuyen truyen thdng, dac biet cac doanh nghidp vdn chuyen cd website, da xdy dyng he thdng e- logistics kha tdt. Mpt sd doanh nghiep phat trie'n tQ md hinh ban hang tai cac cQa hang truyen thdng cd the' tang codng dd'y manh viec ban hang trQc tuyen thdng qua ket hpp xQ ly don hang trye tuydn vd thyc hien ddn hang tai cQa hang.
Tdm lai, mdi doanh nghiep, tren cd sd phdh tich die'm manh, yeu, ldi the va khd khan eua minh, cac doanh nghiep ban hang trye tuyen theo hinh thQc TMOT B2C ed the phat then mpt sd dich vy hd'trp MBTT phu hpp nhat, quan trpng nhat cho minh cung nhu tao cdc dieu kien thudn Ipi cho cac khach hang tham gia giao djch MBTT Giai quyet tdt vide cung cap djch vu hd'trp MBTT, cac doanh nghiep ban hang trye tuyen mdi ed the' thuc hien Qng dung TMOT thanh cdng.*
Tai li$u tham khao:
1. Amazon annual report 2006 tdi 2010.
2. Le kha. Critical success factors for business -to- consumer e-business, 2004.
3. Trang web Amazon.eom.
Sunmary
Online shopping refers to transactions con- ducted over the Internet. It is an important e-com- merce application. To help conduct these transac- tions successfully, e-commerce .entrerprises should provide supporting services and this has been done very effectively byAmazon.com - a US site. Amazon.eom has developed a lot of support- ing services to online trading activities such as online shop establishment, online payment, order fullfilment, online advertisements, etc. The effec- tiveness of these services to online shopping has been demonstrated by the strong development of Amazon.eom and other websites using these services. Upon analyzing the developing of online shopping supporting services atAmazon.com, the author recommends some lessons for B2C web- sites in Vietnam.
_KHOA HOC