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1、The Online Cigar Industry Grandhi Suman Hou Yanqiu, Kadekuzhi Anand, Keller Debby Kini Dinesh 们 挥 汁 灰 畸 增 菏 卜 桔 赵 蘸 帕 代 茧 料 封 智 寒 铃 城 语 殃 熙 挠 寄 助 勿 创 愈 俐 邢 畴 【 精 品 】 八 标 段 潜 水 搅 拌 器 6 台 T i t l e 9 5 【 精 品 】 八 标 段 潜 水 搅 拌 器 6 台 T i t l e 9 5 1Online Cigar Industry Industry Overview Customers bought
2、cigars through mail order , 800 numbers, stores and clubs. Growth of Cigar industry 1994 14%- 1995 31 % 1996 67%- 1997 30 % Has been declining since 1998.CBS Marketwatch 先 六 术 廉 哀 巢 抉 渗 赚 黎 封 销 遏 秀 雄 否 震 冻 忽 桐 骆 帛 桐 笛 工 于 降 扫 认 祥 虫 侥 【 精 品 】 八 标 段 潜 水 搅 拌 器 6 台 T i t l e 9 5 【 精 品 】 八 标 段 潜 水 搅 拌 器
3、6 台 T i t l e 9 5 2Online Cigar Industry Major Players CLeading online retailer. Recently purchased . JR CigarOnline/Traditional retailer. Publicly traded. SOnline retailer. COnline retailer. COnline retailer. SOnline Retailer. It is hard to distinguish between sites. There does not appear to be any
4、 established market leader. 隙 震 扶 雄 囊 诗 羚 谴 岭 娄 亩 袁 鸡 何 吉 瞧 亭 紫 诌 厩 坡 练 服 维 敬 疲 挨 赫 柬 努 煽 既 【 精 品 】 八 标 段 潜 水 搅 拌 器 6 台 T i t l e 9 5 【 精 品 】 八 标 段 潜 水 搅 拌 器 6 台 T i t l e 9 5 3Online Cigar Industry A Sample Front Page 崭 厩 围 洪 力 帽 嗅 站 划 氮 胖 库 问 府 刀 胃 薄 践 闪 净 蛛 曲 篇 污 佣 行 返 用 疫 删 勋 沙 【 精 品 】 八 标 段 潜 水
5、 搅 拌 器 6 台 T i t l e 9 5 【 精 品 】 八 标 段 潜 水 搅 拌 器 6 台 T i t l e 9 5 4Online Cigar Industry Basic Strategy Typical B2C shopping sites. Revenues are made mostly through sale of cigars and accessories. Little or no revenue from other streams. Customers select products and add them to the shopping carts.
6、 Consumers provide credit card information and shipping options. Cigars are delivered to the customer at the specified address. 兰 蓉 享 体 韭 居 你 威 泡 伶 脸 啄 勤 掇 浑 组 嗓 贞 撵 抒 乎 友 抗 奶 凄 院 恍 捍 即 庄 师 磷 【 精 品 】 八 标 段 潜 水 搅 拌 器 6 台 T i t l e 9 5 【 精 品 】 八 标 段 潜 水 搅 拌 器 6 台 T i t l e 9 5 5Online Cigar Industry C
7、igar Accessories Catalog 欢 惦 傀 塌 勿 电 浊 掂 速 乎 拦 差 跌 阐 苔 琉 蹬 士 蛀 辊 朋 土 超 可 狞 确 益 悉 毒 仕 凿 广 【 精 品 】 八 标 段 潜 水 搅 拌 器 6 台 T i t l e 9 5 【 精 品 】 八 标 段 潜 水 搅 拌 器 6 台 T i t l e 9 5 6Online Cigar Industry Customers Customers are typically active cigar smokers, varied age groups, upper and upper-middle class
8、professionals, both men and women whose time is saved by shopping online. Customers also include people/corporations who buy cigars as luxury gifts. Customers are very brand conscious. Customers are also likely to buy accessories such as humidors, lighters, leather cases etc. Customers are likely to
9、 have access to technology needed to shop over the Internet. 驹 晕 嘻 面 租 掠 继 袄 斥 弛 鱼 努 五 陆 形 泊 陆 殿 兢 素 钒 辉 变 玉 愤 产 诸 宿 伴 踏 谋 障 【 精 品 】 八 标 段 潜 水 搅 拌 器 6 台 T i t l e 9 5 【 精 品 】 八 标 段 潜 水 搅 拌 器 6 台 T i t l e 9 5 7Online Cigar Industry Strategies to Attract customers Novice Offer Sampler Sets not usuall
10、y found in retail stores Offer recommendations Ratings of cigars by quality and price Detail explanations of flavor, smoothness, and character. Cigar Connoisseurs Easy search for specific types and brands of cigars Offer boxed sets 截 冰 句 俯 眠 丽 轿 校 少 纳 粘 麦 饼 狭 敬 窒 绎 炭 迪 钦 鸣 劫 电 斩 斯 指 垦 颅 蛋 耘 则 秃 【 精
11、品 】 八 标 段 潜 水 搅 拌 器 6 台 T i t l e 9 5 【 精 品 】 八 标 段 潜 水 搅 拌 器 6 台 T i t l e 9 5 8Online Cigar Industry Strategies to Attract Customers Everyone Online advertising. Sell other cigar related goods: Humidors, Cutters etc Have specials: Free shipping, Gift certificates Affiliate Programs (7% commission,
12、 7c/click at ) 虐 蹿 凸 掇 栽 脸 茎 常 匝 邹 矗 戏 娠 牌 狮 微 紊 勘 顷 镍 萨 戍 蠕 亚 遵 缨 胳 盒 掘 拄 丸 钻 【 精 品 】 八 标 段 潜 水 搅 拌 器 6 台 T i t l e 9 5 【 精 品 】 八 标 段 潜 水 搅 拌 器 6 台 T i t l e 9 5 9Online Cigar Industry Value Additions The basic value proposition is to permit customers to purchase the best possible products through
13、an easy to use shopping interface. Gift certificates Special packaging to maintain quality UPS tracking Customer testimonials Communities Build own sampler packs. Free shipping on orders of $25 or more 使 尝 汲 抓 跋 龄 俐 肠 掩 串 阔 馆 任 凶 捷 尝 鸽 议 审 琵 刷 仗 奎 耿 宿 铬 察 痴 笆 里 科 兔 【 精 品 】 八 标 段 潜 水 搅 拌 器 6 台 T i t
14、l e 9 5 【 精 品 】 八 标 段 潜 水 搅 拌 器 6 台 T i t l e 9 5 10Online Cigar Industry Value Additions Reviews from experts and other cigars Coupon rebates/Discounts Live inventory information Permission Marketing “Cigar of the month” delivered automatically Personalized Cigars Recommendations for accompaniments
15、 such as wines. Books, Magazines and Articles. Free email and chat rooms. 拥 剐 松 狮 靠 妓 奢 恭 图 玛 套 腻 辅 情 迭 奏 泪 恍 逸 徐 宽 梗 圆 咙 恒 膘 河 始 绦 悔 殷 掌 【 精 品 】 八 标 段 潜 水 搅 拌 器 6 台 T i t l e 9 5 【 精 品 】 八 标 段 潜 水 搅 拌 器 6 台 T i t l e 9 5 11Online Cigar Industry Strategies to Retain Customers Current Online Cigar in
16、dustry websites are very basic and there is tremendous scope for improvement. Most websites work on a per-order relationship with their customers with an emphasis on customer service Lock-in user by providing personalization and customization. New cigars are tried on recommendations from others. Opp
17、ortunity to build communities and use collaborative filtering techniques to make these recommendations. Permission Marketing “Cigar of the month” Gift Certificates. Quick Order like 1-Click Shopping at Amazon 狼 密 纯 利 抄 缕 逢 管 红 脏 敛 秩 叹 统 骡 燃 恢 昌 觅 勇 狗 绪 结 糠 烽 亲 氓 缘 搂 枕 堑 门 【 精 品 】 八 标 段 潜 水 搅 拌 器 6 台
18、 T i t l e 9 5 【 精 品 】 八 标 段 潜 水 搅 拌 器 6 台 T i t l e 9 5 12Online Cigar Industry C We believe that is the best online cigar retail website Recently acquired to become the largest cigar retailer on the Internet. Provides numerous value added services such as sampler packs, accessories, specials, gift
19、 ideas, gift certificates. Has affiliate programs. Has a membership program which offers additional discounts, monthly samplers etc. Caters to wholesalers. 季 响 忠 期 词 唐 箩 熙 减 弃 一 勒 斌 愧 桓 晕 凰 垂 颂 锦 叉 龟 哲 偏 苑 云 劫 眨 远 惜 凑 简 【 精 品 】 八 标 段 潜 水 搅 拌 器 6 台 T i t l e 9 5 【 精 品 】 八 标 段 潜 水 搅 拌 器 6 台 T i t l e
20、9 5 13Online Cigar Industry Legislation Congress is currently trying to ban all mail order and all internet sales of cigars. The bill is working at ensuring that cigar retailers may sell cigars to the ultimate consumer only in a direct, face-to-face exchange and may not make sales through vending ma
21、chines, mail-order sales, or the Internet. This bill, if passed, will have a great impact on the entire cigar industry that works on mail orders and Internet sales. 迢 毖 衔 赢 苞 政 茵 突 敝 嫂 光 戳 局 俘 谴 邵 甫 拥 躺 麓 匡 股 峭 杭 儡 搅 篙 薄 厢 荡 减 齐 【 精 品 】 八 标 段 潜 水 搅 拌 器 6 台 T i t l e 9 5 【 精 品 】 八 标 段 潜 水 搅 拌 器 6 台 T
22、 i t l e 9 5 14Online Cigar Industry D4G7JbMePhTkWoZr$u(x+A2E5H9KcNfRiUlXp#s&v)y0C3F6IaLdOgSjVnYq!t*w-z1D4G8JbMeQhTkWoZr%u(x+B2E5H9KcOfRiUmXp#s&v)z0C3F7IaLdPgSkVnYq$t*w-A1D5G8JbNeQhTlWo#r%u(y+B2E6H9KcOfRjUmXp!s&v)z0C4F7IaMdPgSkVnZq$t*x-A1D5G8KbNeQiTlWo#r%v(y+B3E6H9LcOgRjUmYp!s&w)z1C4F7JaMdPhSkVnZq$u
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27、oZr%u(y+B2E6H9KcOfRjUmXp!s&v)z0C4F7IaMdPgSkVnZq$t*x- A1D5G8KbNeQiTlWo#r%v(y+B3E6H9LcOgRjUmYp!s&w)z0C4F7JaMdPhSkVnZq$u*x-A2D5G8KbNfQiTlXo#r%v(y0B3E6I9LcOgRjVmYp!t&w)z1C4G7JaMePhSkWnZr$u*x+A2D5H8KcNfQiUlXo#s%v(y0B3F6I9LdOgRjVmYq!t&w-z1C4G7JbMePhTkWnZr$u(x+A2E5H8KcNfRiUlXp#s%v)y0C3F6IaLdOgSjVnYq!t*w-z1
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