우리가 인터넷 서점으로 알고 있는 아마존(Amazon.com)이 어떤 회사이며, 어떻게 월마트의 강력한 경쟁자가 될 수 밖에 없는지, 우리가 알고 있는 상거래 시장을 어떻게 바꾸고 있는지에 대해 살펴봅니다(서울대 경영대 등의 경영자 과정을 위한 강의 자료입니다).
[Update] 2014. 5. 26. 아마존의 2013년도 자료 추가 등 일부 내용이 수정되었습니다.
[Update] 2014. 9. 20. 아마존과 월마트와의 비교자료 등 일부 내용이 추가되었습니다.
[Update] 2014. 11. 8. 이쪽세상과 저쪽세상을 비교하는 내용이 삭제되었습니다(보완된 내용이 "연결이 지배하는 세상"에 추가되었습니다.).
3. 미래
(Learning Future of Markets from Amazon)
2015. 3. 7.
Prof. Sangkyu Rho
Graduate School of Business
Seoul National University
http://www.slideshare.net/srho/learning-the-future-of-markets
4. (CC BY-SA 3.0) Sangkyu Rho, SNU Business School
Who’s Sangkyu Rho?
• Profession:
– 서울대
43. (CC BY-SA 3.0) Sangkyu Rho, SNU Business School
Amazon’s Mission
• To be Earth’s most customer-centric
company for four primary customer sets:
– consumers,
– sellers,
– enterprises, and
– content creators.
6
44. (CC BY-SA 3.0) Sangkyu Rho, SNU Business School
• Commerce
• Digital Contents
• Cloud Computing
Amazon’s Business
7
45. (CC BY-SA 3.0) Sangkyu Rho, SNU Business School
History of Amazon
0
20
40
60
80
96 97 98 99 00 01 02 03 04 05 06 07 08 09 10 11 12 13
0.02 0.15 0.61 1.64 2.76 3.12 3.93 5.26
6.92
8.49
10.71
14.80
19.20
24.50
34.20
48.10
61.10
74.50
(Revenue in $B)
Marketplace
Web Service
(Commerce)
Auctions
zShops
Fulfillment by Amazon
Associates
Same Day
Delivery (09)
Kindle
Kindle Fire
Amazon
Fresh (07)
Organic Media Lab, 2014
Amazon Web Service
Prime
Fire TV (14)
Fire Phone (14)
8
46. (CC BY-SA 3.0) Sangkyu Rho, SNU Business School
Amazon’s Strategy
• Low Prices
• Large Selection
• Convenience (Availability)
9
47. (CC BY-SA 3.0) Sangkyu Rho, SNU Business School
Sam Walton vs. Jeff Bezos
10
48. (CC BY-SA 3.0) Sangkyu Rho, SNU Business School
Wal-Mart vs.Amazon in 2013
구분 Wal-Mart Amazon 비고
매출액 $476B $71B1 1. 비유통
52. 가정
영업이익 $26.8B $0.75B
시가총액 $245B $150B 2014.9.19 현재
종업원수 2.2M3 $0.1M4 3. http://corporate.walmart.com/our-story/locations
매장수 11,0003 0 4. http://online.wsj.com/news/articles/
SB10001424052702304753504579285133045398344
배송센터수 158 in US5 1236 5. http://corporate.walmart.com/our-story/our-business/logistics
6. http://www.mwpvl.com/html/amazon_com.html
거래품목수
142,000 per
Supercenter7
15M eligible
for Prime8
7. http://news.walmart.com/news-archive/2005/01/07/our-retail-divisions
8. http://www.fastcompany.com/3014817/amazon-jeff-bezos
11
53. (CC BY-SA 3.0) Sangkyu Rho, SNU Business School
How Amazon Makes Money
≈∞ × 0.000…1 = ?
http://organicmedialab.com/2013/03/21/how-to-make-money-in-smart-economy/
12
74. (CC BY-SA 3.0) Sangkyu Rho, SNU Business School
Amazon as Information Market
16
75. (CC BY-SA 3.0) Sangkyu Rho, SNU Business School
“Information wants to be free”
• Economic
– Zero marginal cost (MC)
– No product/service value at all in some cases
• Social
– Free sharing
• Psychological
– Free as anchor price
• Strategic
– Free as weapon
http://organicmedialab.com/2013/04/04/information-wants-to-be-free/
17
76. (CC BY-SA 3.0) Sangkyu Rho, SNU Business School
Amazon as an Organic Network
Amazon
판매자(3rd Party Sellers)
Amazon Associates
독자/구매자
(Readers/Buyers)
출판사(Publishers)
저자(Authors)
Amazon
Organic Media Lab, 2014
18
77. (CC BY-SA 3.0) Sangkyu Rho, SNU Business School
Why Amazon is Organic Network?
98. (CC BY-SA 3.0) Sangkyu Rho, SNU Business School
Amazon as Connected Space
22
99. (CC BY-SA 3.0) Sangkyu Rho, SNU Business School
What is Connected Space?
23
100. (CC BY-SA 3.0) Sangkyu Rho, SNU Business School
‘Showrooming’ Connected Space
24
101. (CC BY-SA 3.0) Sangkyu Rho, SNU Business School
Long Tail Economics
판매량 순으로 정렬된 제품(Products Ranked by Popularity)
Long tail
25
102. (CC BY-SA 3.0) Sangkyu Rho, SNU Business School
Amazon’s Strategy
• Low Prices
– Information Market
• Large Selection
– Connected Space, Organic Network (Open
Network)
• Convenience (Availability)
– Organic Network (Mediation Network)
26
103. (CC BY-SA 3.0) Sangkyu Rho, SNU Business School
What Business is Amazon in?
• Retail Business?
• Connection Business?
27
104. (CC BY-SA 3.0) Sangkyu Rho, SNU Business School
“We don’t make money
when we sell things.
We make money
when we help customers
make purchase decision.”
– Jeff Bezos -
28
105. (CC BY-SA 3.0) Sangkyu Rho, SNU Business School
Connection Business Strategy
Retail Business
(Mass Media)
Connection Business
(Social Media)
대상 대중(소비자) 개인(생산자/판매자/소비자)
과정 모으다 참여하다
목표 팔다 연결하다
29
106. (CC BY-SA 3.0) Sangkyu Rho, SNU Business School
References
• 노상규,“스마트
124. 미디어, 21세기북스, 2014. (http://
organicmedia.pressbooks.com)
• Brad Stone, The Everything Store: Jeff Bezos and the Age
of Amazon,Transworld Digital, 2013.
• John Rossman, The AmazonWay: 14 Leadership
Principles Behind theWorld's Most Disruptive Company,
2014.
31