創造企業新一代完全行銷通路的 關鍵技術

1. 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

2. 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

3. 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

4. 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 . ……..

5. 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

6. 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

7. 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

8. 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

9. . . 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

10. 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

11. 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

12. 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

13. Modulized Unified Commerce Management

14. 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

15. Virtual Pipeline Management Flow control elements PipelineDictionary view Visual represen- tation Pipelet list Pipelet properties

16. 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)

17. Blue Chip Intershop Customers

18. High-Tech & Manufacturing

19. Retail & Consumer Goods

20. Automotive