Tìm hiểu về PRICELINE.COM

Priceline.com sử dụng phương thức kinh doanh ảo gồm ba bước được nhân rộng qua việc sử dụng internet. Bước đầu tiên là tập hợp yêu cầu của khách hàng, với những khách hàng riêng biệt thì phải có sự đảm bảo bằng thẻ tín dụng của họ
Nội dung trích xuất từ tài liệu:
Tìm hiểu về PRICELINE.COM BÀI THẢO LUẬN SỐ 2 – BÀI DỊCH TIẾNG ANHA. Bài dịch Tiếng Anh_ Đề tài: How Priceline’s Grocery Service Delivers Headaches_ Nguồn: http://www.free-essays-free-essays.com/dbase/4e/mul76.shtmlby Diane Brady in Business Week, November 19, 1999_ Nội dung: Which is the one place where you can satisfy your every need (almost every need) atyour price? Be it airline tickets, hotel rooms, rental cars, mortgages, new automobiles, or evenlong distance calling time. The answer would be Priceline.com. All you have to do is knowyour need, state your terms, and make your offer. It doesn’t get easier than this! Priceline.comwas one of the pioneer online companies to traverse the traditional limitations of the Internetand revolutionize online purchasing. It’s strategy – letting the consumer name his/her price,and matching it with a seller who is willing to fill the demand at that price and thoseconditions, there by providing the required service the consumer desires. Thus Priceline.comis basically an integrated, Web-based e-marketing automated system, which was one of itskinds when it started its business in the consumer marketplace. In simple word it is the idealmiddleman, who gets you what you want, when you want it through a unique dotcomexperience. Priceline.com was formed on April 6, 1998 as a limited liability company, but lookingat its potential and rapid success it was soon converted into a corporation. It activities at thistime dealt mainly with providing leisure airline tickets with the unique difference of lettingthe customer name his/her own price. By December 31, 1999 its services included hotelrooms, mortgages and new automobiles. The Companys licensee, Priceline WebHouse Club,Inc., soon launched a ‘Name Your Own Price’ service for groceries in the fourth quarter of1999. Another licensee, Priceline Perfect Yard Sale, Inc., launched on a test basis in the firstquarter of 2000, a consumer-to-consumer based ‘Name Your Own Price’, which involved thesale of quality, used goods over the Internet. Today after nearly three years of existencePriceline.com boasts a huge market share, loyal fan following and 373 employees.Priceline.com can be best described as the ‘ultimate Internet middleman’. How Priceline.com Works? Ron Rose, Chief Information Officer at Priceline.com,says, Our goal is to lead the industry as a world-class customer-centric company, with aninfrastructure that delivers the best, personalized customer service experience is absolutelyfundamental to our companys long-term success on the Internet. Priceline.com has pioneereda unique e-commerce pricing system known as a demand collection system that enablesconsumers to save money on a wide range of products and services while enabling sellers togenerate incremental revenue. Priceline.com uses its ‘virtual’ business model, which works as a three-step processwhile allowing them rapid scaling using the Internet: The first step consist of Priceline.comcollecting consumer demand, of the individual customer backed with the guarantee of therespective customer’s credit card, for a particular product or service at a price which is set bythe customer. In the second step then, Priceline.com either communicates that demanddirectly to participating sellers or accesses participating sellers private databases to determinewhether priceline.com can fulfill the customers offer. In the final step, Priceline.com getsback to the consumers regarding their offers, which they can hold to for a specific period oftime and, once fulfilled, offers cannot be canceled. If Priceline.com doesn’t meet the customerprice for a particular demand, the credit card is not charged and the customer is once againasked to change the price if he/she wants and the procedure is repeated. Priceline.com benefits consumers by enabling them to save money, while at the sametime benefiting sellers by providing them with a competent revenue management tool capableof identifying and capturing incremental revenues. By requiring consumers to be flexible withrespect to brands, sellers and product features, priceline.com enables sellers to generateincremental revenue without disrupting their existing distribution channels or retail pricingstructures. An important goal for effective marketing strategy is the reduce costs of marketingthrough targeting of marketing efforts. But the today’s digital world has shaken marketing toits core. Today’s consumers are more of the cyber consumer. Digital technology and Internetare changing consumers and are changing the way they relate to products and markets.Priceline.com has targeted its customers in a different way. Underlying Priceline.comsmarketing strategy is the Companys belief that its target market is all consumers, not justInternet savvy consumers. It hasn’t limited its cus ...