推薦連結:冷氣機突然 唔凍Implications for Amazon's Logistics Promotion Strategy Tags: Sales Strategy Marketing Strategy Logistics Amazon Amazon online bookstore by the end of 2002 began to profit, which is the gospel of the development of global e-commerce. Amazon online bookstore since its inception in July 1995, has gone through seven years of development history. By the end of 2002, 40 million Internet users in 220 countries had purchased goods at the Amazon Bookstore, and the total number of goods Amazon provided for consumers reached more than 400,000. While e-commerce has been thwarted in the past few years and many followers have fallen to the ground, Amazon has tenaciously survived and stood out to create exciting results: net sales in the third quarter of 2002 reached 851 million U.S. dollars, Representing an increase of 33.2% over the same period of last year. Net sales in the first three quarters of 2002 reached US $ 2.504 billion, an increase of 24.8% over the same period of last year. Although there was no profit in the first three quarters of 2002, the net loss was 152 million U.S. dollars, a decrease of 73.4% over the same period of last year. The fourth quarter of 2002 sales were 1.43 billion U.S. dollars and the net profit was 3 million U.S. dollars Second quarter profit. Amazon's turnaround is undoubtedly a huge boost to B2C e-commerce companies.Why the banner of Amazon does not fall in the general setbacks in the development of e-commerce? What made Amazon's performance today? What does Amazon's rapid development mean? With this series of questions and thoughts exploring Amazon's history, we were surprised to find that it was the logistics that many described as "the bottleneck" and the biggest obstacle to the development of e-commerce that saved Amazon. Logistics created the performance of Amazon today. . So Amazon's survival and development experience gives us what beneficial enlightenment?Revelation A: Logistics is a means of Amazon promotionsIn the difficult e-commerce days, Amazon introduced innovative and bold promotional strategy - to provide customers with free delivery service, and continue to reduce the threshold for free delivery service. So far, Amazon has taken this promotion three times. The threshold of the first two free shipping services was $ 99 and $ 49 respectively. In August 2002, Amazon reduced the threshold of free shipping by half again and began offering free shipping services to customers with a total shopping price of over $ 25. To promote sales growth. Free shipping has greatly stimulated people's enthusiasm for spending so that those who have doubts about e-commerce, online shopping is concerned about the expensive Internet users to quickly join the ranks of Amazon consumers, so that Amazon's customer base expanded to 40 million people. As a result, huge economic benefits have resulted: sales of books, music and video products increased by 17% in the third quarter of 2002 over a year earlier. The promotion and influence of logistics on sales, "logistics is the tool of enterprise competition" has been best explained in Amazon's management practice.Over the years, the reality that online shopping is expensive is a major factor that enables consumers to abandon e-commerce and insist on choosing physical store shopping. It is also an important reason that e-commerce companies lose their customers and their business fails. In the e-commerce business in a "high-day billow" urgent moment, Amazon inventive, boldly logistics as a marketing tool, puerile, low-cost competition, the cost of logistics to capture the market, attract customers and expand market share. Obviously this strategy is correct because it captures the essence of the problem. According to a recent survey by a market research firm, consumer surveys show online shoppers that the discount on delivery charges during holidays is far more attractive than any other promotional tool. At the same time, this strategy has also proven to be a success. Since 2001, Amazon has generally reduced the price of online merchandise by about 10%, resulting in a customer base of 40 million, of which 30 million are online consumers about. To this end, the founder of Bezos Amazon to confidently assert that: "Perhaps consumers will go to the physical store shopping, but definitely not because of price reasons." Of course, this business strategy is also at risk. Because if you can not digest the resulting costs, the transfer of heavy financial burden, it will fall short. So Amazon is how to solve these problems? Google 翻譯企業版：譯者工具包網站翻譯工具
