Nghiên cứu mô hình TMĐT shopee | Summaries Quantitative Techniques | Docsity

Download nghiên cứu mô hình TMĐT shopee and more Quantitative Techniques Summaries in PDF only on Docsity! TRUONG DAI HOC KINH TE – DAI HOC HUE KHOA KINH TE VA PHAT TRIEN -———fl-——— BAI TIEU LUAN DE TAI: PHAN TICH MO HINH KINH DOANH THUONG MAI DIEN TU SHOPEE Hué, Ngay 27 Thang 10 Nam 2021 MUC LUC A. Gidi thiéu shopee: B. M6 hinh kinh doanh ctia shope: |. Phan khuc khach hang ctta shoppe: 1. Nhtrng khach hang trung thanh:.. 2. Nhtrng khach hang chi mua khi co hang giam gi. 3. Nhtrng khach hang chi mua hang khi co nhu c: 4. Nhirng khach hang di dao: 5. Nhtrng khach hang mua hang mét cach nj Il. Muc tiéu gia tri Ill. Quan hé khach hang: IV. Cac kénh truyén théng: V. Nguén luc chinh: VI. DGi tac chinh: VII. Co’ cau chi phi VIII. Dong doanh th IX. Hoat d6ng chinh: 2. Nhu‘oc diém: NNN NN Onan an RR RD WD DWON 4. Thach thie: A. Giéi thiéu shopee: 1. Lich sw hinh thanh va phat trién cua shopee: + Shopee 1a san giao dich thong mai dién tv? co try sd dat tai Singapore, thudc sd hitu cia tap doan SEA (truéc day 1a Garena), dugc thanh lap vao nam 2009 bdi Forrest Li. Shopee dugc gidi thiéu lan dau tai Singapore vao nam 2015, véi dinh hu@ng 1a san thong mai dién ti. + Thanh lap nam 2015 nhung cho dén thang 8/2016 Shopee mdi chinh thitc buéc chan vao thi truéng Viét Nam va khuay dao thi truéng mua sém online Viét Nam. + V6i m6 hinh phat trién ban dau 1a C2C Marketplace (Trung gian trong quy trinh mua ban giita cdc ca nhan véi nhau). Tuy nhién, hién nay Shopee Viét Nam da trd thanh m6 hinh lai khi cé ca B2C (doanh nghiép dén nguvi tiéu ding). 2. Dich vu shopee cung cap: » Shopee Mall: v Shopee Mall 1a mét gian hang dac biét véi cdc san pham déu 1a hang chinh hang tir cac thong hiéu va nha ban hang uy tin trén thi trvdng nhu SamSung, Xiaomi, Oppo, Maybeline,… Instagram, Youtube,… Cting véi dé 1a xuat hién nhiéu trén cdc phuong tién giao thong c6ng cong, tren TV. -> Chién luge nay da gitip Shopee co thé tiép can dén hang triéu nguoi va ghi dugc dau an v6 cling manh mé. – St? dung tam anh hung va stfc hut cua nhitng ngudi ndi tiéng dé lam dai dién thuong hiéu dang 1a chién lugc marketing cue ky thong minh khi duc nhiéu thong hiéu 16n ap dung thanh c6ng. Va Shopee citing khdng ding ngoai cudc. – San TMDT nay da khG6ng ngai bd ra m6t sé tién cuc 16n dé moi dugc nhiéu nhan vat ndi tiéng cé lugng fan khung trong gidi giai tri ca trong va ngoai nuéc nhu: Son ting MTP, Bao Anh hay tham tri 1a ca BLACKPINK, NCT nhom nhac néi tiéng ¢ Han Quéc dé lam gutong mat dai dién cho minh trong cac chién dich quang ba san pham, thong hiéu. -> Vi thé, Shopee dé dang md r6ng thi trudng m6t cach rOng rai va tiép can voi nhiéu doi tugng hon nita. – Tan dung sic nong ctia xu hung, sitc anh hung cé san cia trend, Shopee da cho ra doi nhitng TVC quang cdo “bat trend” curc ky thanh cong. Khong can c6 gang gay su chu y ma van cé thé lan truyén r6ng rai va thu hut nguoi ding mot cach ty nhién nhat. – Mot s6 TVC quang cdo “bat trend” hot nhat cé thé ké dén nhu: Doan TVC quang cao su kién “ming sinh nhat 12.12” véi ban hit “DDU-DU DDU-DU” cua Blackpink. Hay m6t TVC duc coi 1a mét cui né 1én cia Shopee trén toan Déng Nam A dé la su két hgp giita Bui Tién Ding, Bao Anh véi bai hat lam mua lam gi6 Baby Shark,… V. Nguon lie chinh: * V6n Dug biét, Shopee thudc Sea Group, véi thé manh cé nguén tién doi dao tir mang game Garena – nha phat hanh game s6 mét Déng Nam A va hién dang mo réng thj trudng ra thé gidi. Garena dat Igi nhuan gan 1,5 ty USD trong ntta dau nam 2021. Nhu vay, trong cudc dua “dét tién” trén thi traéng TMDT, du Shopee ganh khoan 16 hang ty do thi Garena dugc cho 1a van du stfc mang tién vé dé nudi san nay. Cé thé thay, viéc phat hanh game lu6n cé ty suat Igi nhuan sinh 1di cao, va vGi mot s6 game trén thé gidi cd ty suat Igi nhuan dén 90%, dang dong gép cho ty trong Igi nhuan truc thué tai Sea Group lén dén 70%. Day chinh 1a thé manh tai chinh rat l6n cua Sea Group ma cac cong ty TMDT hay ban le truyén thong déu thém khat trong cudc canh tranh dot tién khéc liét. * M6i quan hé Shopee, nén tang thuong mai dién tir hang diu Déng Nam A va Dai Loan, va Visa, cng ty cong nghé thanh toan toan cau, vita cong bé hgp tac chién luge 5 nam nham khuyén khich sy tham gia kinh té k¥ thuat so manh mé hon trong khu vutc Déng Nam A, mét trong nhitng yéu t6 quan trong thtic day tang trudéng kinh té chung cua khu vutc. Nguoi ding Shopee cting sé dugc hung loi tir viéc cd thé thanh toan dé dang hon thong qua viéc st? dung thé Visa va nhan dugc nhitng uu dai, qua tang di kém. Su hgp tac nay 1a mét trong nhitng cam két cla Shopee nham mang lai cudc song tét hon cho cac ca nhan va doanh nghiép thong qua cong nghé ngay cang phat trién bao g6m phuong thitc thanh toan dién ti. * Diéu doc quyén cua shopee Theo Bang xép hang cia YouGov 2019 Buzz Rankings, Shopee ditng thi 3 tai Viét Nam trong cac thutong hiéu dugc biét dén mot cach tich cuc, ding sau Samsung va Vietnam Airlines. Ding 6 vi tri thir 4 va thi 9 lan luot 1a Tiki va Lazada. Nhu vay, Shopee ditng dau trong cdc trang thong mai dién tr (TMDT) tai Viét Nam theo tiéu chi cia YouGov. O pham vi toan cau, ditng dau danh sach lan lugt 1a cdc thuong hiéu: Netflix, Whatsapp, YouTube, Samsung, Google. Shopee dtrng thi? 7 trong danh sach nay. Lazada ding thi? 15. VI. Déi tac chinh: – Dentsu Aegis Network, Omnicom Media Group, Publicis Groupe, Havas Group va Mediabrands hién dang 1a nhitng tru cét cua nganh truyén thong quoc té. Day la nhiing agency sang tao nén nhitng chuong trinh truyén thong 4n tugng cing 1a nhitng don vi tu van chién luge cho hang ngan doanh nghiép toan cau. Hgp tac trong chutong trinh SMAP, nhitng “6ng Ién” nay sé dugc hudng nhiéu quyén loi tir phia Shopee. Cu thé, Shopee sé cung cap cho cac déi tac truyén thong kién thitc va ky nang chuyén sau ve viéc st? dung b6 cOng cy tiép thi thuong hiéu cua Shopee. Bao gém cac giai phap quang cdo nhu Shopee Ads, Shopee Live va b6 quy chuan cua thuong hiéu trén ting dung cung cdc dich vy gia tri gia tang khac… – Shopee citing sé cung cap kién thitc chuyén m6n vé TMDT cho cac déi tac truyén thong. Dac biét 1a nhitng giai phap tét nhat dé quan ly gian hang online, trién khai t6i uu héa viéc kinh doanh trén nén tang truce tuyén…La chuong trinh chién lugc dau tién va 1én nhat ma Shopee chu dong trién khai dé doanh nghiép (DN) cé thé hiéu hon cac céng cy cua san TMDT, loi ich 16n nhat ma SMAP mang lai 1a nhitng kién thitc thytc tién nham gitip cdc déi tac truyén thong cé thé tan dung nhiéu cong cy quang ba trén TMDT hon. VII.Co cau chi phi: – Mite phi thanh toan dugc ap dung truéc ngay 01/04/2021 1a 2%. Mite phi dugc diéu chinh hién tai 1a 2,2% (da bao g6m VAT). V6i mite chi phi chiét khau tir cdc don hang ctia Shopee cé thé dé dang tinh toan dugc 1 phan Igi nhuan ctia Shopee. – So sanh véi phi thanh toan 2% truéc ngay 01/04/2021, co sé kinh doanh phai tra 3500 dong cho 1 san pham. VGi 19.600 san pham, Shopee thu vé 68.600.000 nghin dong. Mitc phi chénh léch ré rét so vi sau khi tang lén 2,2% d6i voi mat hang nay 1a 7.075.600 nghin dong – Viéc thay déi chinh sach thanh toan khién cho ngu6n thu nhap ctia Shopee ngay mot tang hon. Va vdi s6 lugng Ién gian hang trén san TMDT nay cing véi mitc phi thanh toan 2,2% (da bao g6m VAT), cé thé thay doanh thu ctia Shopee kh6ng hé nho. Chua ding lai & dé, civ méi ngay, s6 lwgng gian hang mdi dang ky lén san Shopee lai nhiéu hon. Do dd, doanh thu cia Shopee ciing vi thé ma tang thém. VIII. Dong doanh thu: – Doanh thu quang céo – Thu phi dich vu – Doanh thu lién két IX. Hoat dong chinh: – M@ rng kho hang: Vao nam 2021, hon 10 kho hang mdi sé mé trén toan khu vutc va cac d6i tac thong hiéu sé van chuyén cac mat hang tir kho cia Shopee nhiéu gap ba Jan so véi m6t nam truéc. – Xay dung, nang cap va phat trién hoat dong website Shopee dé phuc vy tot hon nhu cau cua thanh vién. – Truyén thong, quang cao. – Xay dung va day manh chién lugc marketing. C. Danh gia: 1. Uudiém: + Kénh mua sam truc tuyén thuan tién va dé dang. + Thanh bat xu hung: mac du sinh sau dé mu6n so véi Tiki, Laazada,… nhung khi Shopee xuat hién véi nhitng chién dich quang cdo ram r6, wu dai cuc hot, ma giam gia cho dén mién phi van chuyén da thu hut ngu@i tiéu ding. + Chiém thi phan cao trong TMDT. + Co nguon tai chinh I6n, rot v6n lién tuc. + C6 ngudn nhan lic doi dao. + San pham tién dung, da dang, gan gti vGi doi tugng khach hang. Y Mang luéi phan phdi rong 1én, nhanh chéng Y Chinh sach déi tra hang theo quy dinh, tao diéu kién thuan Igi cho nguéi mua. Y Caéac san phaém duc ban véi gia wu dai, thong xuyén cé nhitng chuong trinh khuyén mi hap dan. Y Chitc nang thanh toan nhanh chong véi Shopee pay, Shopee xu rat tién dung. v Thém tinh nang dac biét nita dé 1a: ngudi mua cé thé tra gid san pham véi nguoi ban théng qua chuyén muc chat vdi ngudi ban. 2. Nhutgc diém: + D6i hang thi bén mau phai chju mat thém phi ship. + Kho co thé kiém soat nguon hang cua ngu¢i ban trén nén tang cua minh. + C6 rat nhiéu trudng hgp lita dao va bi lita dao khi mua hang trén shopee. + San deal thanh céng nhung lai bi hty don hang. + Tinh trang hang gia, hang nhai kha nhiéu. 3. Co hoi: Dai dich COVID-19 1a con “ac m6ng” déi véi nhiéu linh vuc kinh té trén toan thé gidi, nhung dung nhu lai 1a “van may” cua cdc trang web thuong mai dién tr, khi mua sam trén mang 1a cach duy nhat dé cé dugc nhifng thi? ngwdi tiéu ding can trong thoi ky gian cach x hdi. + Xu hung mua hang online tang manh. + ngay ca nhitng ngudi 1dn tudi va cdc doi tugng tiéu ding von chi trung thanh v6i cach mua hang truyén théng ciing can nhac vé viéc mua sam truc tuyén. 4. Thach thie: