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哥斯拉vs.摩斯拉:谷歌與亞馬遜的電商大戰(zhàn)

哥斯拉vs.摩斯拉:谷歌與亞馬遜的電商大戰(zhàn)

Jeff Jordan 2013-05-13
電商無(wú)疑為各大公司打開(kāi)了一個(gè)新世界?,F(xiàn)在,谷歌和亞馬遜都盯著這塊蛋糕。按照兩家公司目前的發(fā)展態(tài)勢(shì),兩者的正面交鋒已經(jīng)不可避免。人們不禁好奇,當(dāng)這兩個(gè)電商巨頭碰撞在一起會(huì)發(fā)生什么情形?

????從前我在eBay工作的時(shí)候,我們相信,沒(méi)有人會(huì)通過(guò)完全復(fù)制我們的做法來(lái)與我們競(jìng)爭(zhēng)。我們具有所謂的“先行者優(yōu)勢(shì)”和網(wǎng)絡(luò)效應(yīng)。隨著eBay的強(qiáng)勢(shì)發(fā)展,亞馬遜(Amazon)和雅虎(Yahoo)都推出了各自的拍賣(mài)市場(chǎng),而這兩個(gè)市場(chǎng)基本上一推出就已經(jīng)宣告死亡了。我們最關(guān)心的是有人可能會(huì)以一種全新的、顛覆性的方法,也就是一種全新的業(yè)務(wù)模式來(lái)與我們競(jìng)爭(zhēng)。

????后來(lái)我們相信,谷歌(Google)日漸興起的搜索業(yè)務(wù)將成為eBay面臨的最大威脅。eBay能幫助用戶(hù)找到一般很難找到的獨(dú)特商品。而谷歌的目標(biāo)是把全球的信息組織起來(lái),它也能幫用戶(hù)找到很難找到的獨(dú)特商品。二者的機(jī)制和模式雖然有所不同,但是二者的重合卻是明顯的,所以我們把谷歌看成是頭號(hào)競(jìng)爭(zhēng)威脅。

????這個(gè)想法后來(lái)被時(shí)任谷歌高管的謝麗爾?桑德伯格證實(shí)了。幾年前我和桑德伯格出席了財(cái)捷集團(tuán)(Intuit)的一次活動(dòng)并擔(dān)任演講嘉賓。我在發(fā)表完演講后,繼續(xù)留在會(huì)場(chǎng)里聽(tīng)桑德伯格演講。在回答一個(gè)問(wèn)題的時(shí)候,桑德伯格說(shuō)了一句話(huà),大意是:“我們?cè)缇椭溃雀柚饕母?jìng)爭(zhēng)對(duì)手是eBay”。我差點(diǎn)跳起來(lái)大吼:“我早就知道!”而且eBay當(dāng)時(shí)還是谷歌的一個(gè)非常重要的廣告客戶(hù)。我們每年送給谷歌大量的錢(qián),但是它們卻用這筆錢(qián)來(lái)與我們競(jìng)爭(zhēng)。

????對(duì)于今天的谷歌來(lái)說(shuō),我越來(lái)越相信,谷歌最重要的競(jìng)爭(zhēng)對(duì)手并不是另一個(gè)搜索引擎,比如雅虎、必應(yīng)(Bing)、百度(Yahoo)或日本雅虎(Yahoo! Japan),而是亞馬遜。因?yàn)閬嗰R遜正在帶來(lái)一種全新的搜索模式——也就是產(chǎn)品搜索。

????亞馬遜是一個(gè)主要關(guān)注如何幫助用戶(hù)尋找產(chǎn)品的垂直搜索引擎。在亞馬遜的網(wǎng)站上,搜索一款產(chǎn)品最主要的方式就是利用這個(gè)網(wǎng)站的搜索框。用戶(hù)只需鍵入一個(gè)關(guān)鍵詞,然后網(wǎng)站就會(huì)列出滿(mǎn)足查詢(xún)條件的結(jié)果。搜索結(jié)果的順序是按一定的算法決定的,而這個(gè)算法的目的旨在優(yōu)化商品的相關(guān)性和刺激用戶(hù)付錢(qián)。聽(tīng)起來(lái)是不是很耳熟?

????在我個(gè)人使用的過(guò)程中,我發(fā)現(xiàn)與谷歌相比,我越來(lái)越喜歡在亞馬遜上搜索產(chǎn)品。亞馬遜的購(gòu)物體驗(yàn)更加出色,而且它在商品選擇、商品價(jià)格和便利性這三大零售業(yè)成功法則上做得都更勝一籌。它的產(chǎn)品搭配越來(lái)越全面,直銷(xiāo)產(chǎn)品越來(lái)越多,同時(shí)還有大量第三方商家入駐。亞馬遜的商品價(jià)格幾乎一直極有競(jìng)爭(zhēng)力,以至于我差不多已經(jīng)不再用谷歌來(lái)貨比三家了。而且亞馬遜還提供了最快捷、最省錢(qián)的物流方案,尤其是亞馬遜的Prime服務(wù)(它對(duì)我產(chǎn)生了一種有趣的影響,讓我想在亞馬遜上多買(mǎi)些東西,好確保我每年79美元的會(huì)員費(fèi)可以得到最大化的利用)。我在亞馬遜只花一分鐘就下單,因?yàn)槲蚁嘈盼液芸赡苁且宰畹偷膬r(jià)格買(mǎi)下的這款產(chǎn)品,同時(shí)又能獲得免費(fèi)包郵和快速的遞送服務(wù)。

????相比之下,在谷歌上購(gòu)物更像是在干活。谷歌上有無(wú)窮無(wú)盡的選擇,不過(guò)你得在海量的搜索結(jié)果里篩選出你想要的東西。你必須費(fèi)一番周折才能找到最優(yōu)惠的價(jià)格,尤其是你還得在每個(gè)搜索結(jié)果里對(duì)比價(jià)格和運(yùn)費(fèi)的高低。而且當(dāng)你從一個(gè)新的商家那里找到一款產(chǎn)品準(zhǔn)備下單時(shí),還得重頭填寫(xiě)所有的付款信息和運(yùn)費(fèi)信息。在谷歌上買(mǎi)東西可能需要一個(gè)小時(shí)的時(shí)間,而不是像亞馬遜那樣一分鐘就能搞定。

????When I was at eBay, we had a belief that no one was going to compete with us by replicating exactly what we were doing. We had first mover advantages and network effects. Amazon and Yahoo! both launched auction marketplaces in response to eBay's strong growth, and both businesses were essentially DOA. What did concern us was that someone would compete with us with a new, disruptive approach—a completely different take on the business.

????Early on, we came to believe that Google's emerging search business was the biggest threat that eBay faced. eBay helped users find hard-to-find, unique products. Google's goal of organizing the world's information also helped users find hard-to-find, unique products. The mechanisms and models were different, but the overlap was clear and we came to view Google as our top competitive threat.

????This thought was validated after the fact by then-Google executive Sheryl Sandberg. We both were guest speakers at the same Intuit event a few years back, and I stayed after my talk to listen to Sheryl. In response to a question, Sheryl said something along the lines of, "We knew early on at Google that our key competitor was eBay." I almost jumped to my feet shouting, "I knew it!" It did not make me feel any better that eBay was one of Google's very top advertisers at the time, and that we were paying them tons of money that they were in turn using to compete with us.

????In Google's case today, I am becoming increasingly convinced that their most challenging competitor isn't another search engine like Yahoo!, Bing, Baidu or Yahoo! Japan. It's Amazon, which is bringing a completely different take on search—in this case, product search.

????Amazon is a vertical search engine focused on helping users find products. The overwhelmingly dominant way to find things on their site is the search box. Users enter a keyword phrase and are presented with results that match his or her query. The order of the search results is determined by algorithms that seek to optimize relevance and monetization. Sound familiar?

????In my personal website use, I increasingly find myself searching for products on Amazon instead of Google. Shopping on Amazon is a superior user experience and it runs the table on the magical retailer formula of selection, price and convenience. It has an increasingly comprehensive product assortment, with their ever-expanding direct sales supplemented by third-party merchants who sell on the platform. Prices are almost always extremely competitive, so much so that I have pretty much stopped using Google to comparison-shop at different merchants. And it offers the fastest and most cost effective shipping solutions, particularly in Prime (which has the interesting impact of making me want to buy goods on Amazon to make sure I get the most out of my $79/year Prime membership). I can buy an item on Amazon in a minute, secure in the knowledge that I'm likely paying the lowest price while getting free shipping and fast delivery.

????Contrast that with the shopping experience on Google. Shopping on Google is work. It has infinite selection…if you can manage to find what you're looking for amidst the forest of search results. You have to work to find the best price, typically by pogo-ing in and out of different search results to check both prices and shipping costs. And when you find a product you want to buy from a new merchant, you need to enter all the payment and shipping information from scratch. Buying on Google takes chunks of an hour, not an Amazon minute.

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