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電子商務平台—以Zappos為例
廣電四 楊博皓
廣電三 黃維安
誰是Zappos? 誰創造了它?
• Nick Swinmurn 與 Tony Hsieh, 謝家華
• 父母來自台灣,在伊諾利州出生,舊金山
長大,1995年,自哈佛大學畢業
• 1999年將自己創辦的LinkExchange以2.5億美
金賣給微軟,同年創建Zappos
來源:Wiki
產品與服務
• 產品從鞋子、飾品拓展到眼鏡、衣服、手錶以
及電子設備
• 免費送貨,一年內不滿意隨時退貨
• 如果客人需要的特殊鞋款 Zappos 没有,服務
代表會幫他們在别的公司找
• 「亞馬遜是低價的領導者,我們希望成為服務
的領導者」
Zappos 戰績
• 2005年,銷售額3億7000萬
• 2008年,提前達到Tony的目標:十億美金。
但資金周轉不靈,銀行信用額度不足
• 最後在2009年以股權交易的方式(約12億美
金)賣給Amazon
公司文化
• 善待員工
• 保持員工與員工之間的感情
• 保持透明,主動讓客人了解他們
• 提供美金 2000 元的「立即離職獎金」
十大核心價值
• 用服務來讓客戶驚喜
• 擁抱並追求改變
• 創造有趣和不同 (的工作環境)
• 勇於冒險、創造和接受新的事務
• 追求成長和學習
• 透過溝通來 (和客戶) 建立真誠的關係
• 建立一個正面積極、像家人的團隊
• 用更少的資源做更多的事情
• 熱情且堅定
• 謙虛
Zappos為何被賣掉?
• (1)資金周轉不靈
• (2)而不相信公司文化的股東(紅杉創投公司)
• (3)有誠意的Amazon
• (4)比舊股東更願意接受公司文化
公司文化為何這麼重要?
• 通過讓客服擁有更多的自由,提供比競爭
對手更好的服務
• 換來更忠實的用戶,帶來更少的市場開支、
長期的利潤,以及快速的成長
• 電話是最好的品牌建立管道
• 參考資料
• http://mr6.cc/?p=3379 賣給Ama的內情
• http://ppt.cc/np3I 我為什麼賣掉了Zappos
• http://ppt.cc/zQ31 Zappos 成功祕訣
• http://wiki.mbalib.com/zh-tw/Zappos MBA智
庫百科
nccu, Communication, zappos, yu kuoting, Production and Management of Media Innovation and Entrepreneurship, midterm presentation

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nccu, Communication, zappos, yu kuoting, Production and Management of Media Innovation and Entrepreneurship, midterm presentation