浅谈目标管理在中小企业中的运用 - 图文(13)

To know if your product will do well on the Internet, ask yourself thefollowing questions:Is it easier to buy your product over the Internet than in a retail store?The Internet lends itself well to products that are not commonly sold inretail stores and groceries. Take eBay for example. eBay is a success because it provides a venue for online shoppers to find products that may not be easily available in the shopping mall. If you are looking for an Indian silk painting, an art deco lamp, or a rare baseball card, you have a higher chance of securing these items on eBay than in the mall.

However, it doesn't make much sense to sell on the Internet products that can be bought easily from neighborhood stores. Can a Web site be sustained by selling cigarettes? I don't think so. Why pay an additional $2 shipping fee for a product you can purchase just about anywhere? Dog food is another example of a bad choice of online product. Rememberthe now-deceased sock puppet? Despite heavy advertising by Pets.com, people did not come in droves to buy dog food online. Why buy pet food online and pay extra for shipping costs for a product that every grocery and pet food shop sells? The product's high shipping costs further hindered people from buying pet foods online. No one was surprised that Pets.com eventually perished.I don't mean to say that all products sold by groceries, stores and shopping malls cannot be sold on the Internet. The key is to create additional value for your customers. According to Nick Earle and Peter Keen,in their book From .com to .profit, the online businesses who successfully provide value to their customers are those who know how to build relationships, manage logistics, mesh their channels, and transform their financial capital and cost structures. In layman terms, you must provide your customers with additional benefits, beyond the basic convenience.Take RedWagons.com , an online store that Tony Roeder started out of his home. He distributes Red Flyer toy wagons on the Internet. While giant toy retailers such as ToysRUs and eToys also carry Red Flyer wagons, his competitors carry only two or three models of the product. To stand out from both his offline and online competition, Tony provided his customers with a wider variety of Red Flyer wagons by carrying the entire product line. His efforts paid off. After three years, his online business surpassed the million-dollar mark last year.Will you be selling a famous brand-name product? On the Internet, trust is a key factor. With products seen only through the computer screen, online businesses should entice a high level of trust from the customer. And who can better bring trust than the brand name products? People already know the reputation of the company, have tried their products, and believe that they deliver what they

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