史泰博进化史-教你读懂史泰博经营模式

2014年办公用品超市行业分析报告史泰博2014年2月目录一、史泰博：办公用品超市缔造者 (3)二、精准定位开辟市场、火速扩张抢占份额 (5)1、中小企业蕴藏商机，低价理念开拓市场 (6)2、立足北美快速扩张，内外兼修打通渠道 (7)三、推出电商整合渠道、深耕实体积极转型 (10)1、差异化定位推出电商，发展物流打下基础 (11)2、整合渠道凸显优势，多方合作提升体验 (12)3、实体门店精简发展，主打便捷转型服务 (17)4、线上线下协同发展，相辅相成推陈出新 (20)四、史泰博竞争优势 (23)1、出色的危机应对能力 (23)2、领先的品牌理念和执行力 (26)3、合理的电商发展规划 (28)五、史泰博财务指标分析 (30)1、史泰博营业收入及净利润 (30)2、史泰博毛利率及净利率分析 (31)3、史泰博费用率分析 (33)4、史泰博运营能力分析 (36)5、史泰博财务指标同业对比 (39)六、史泰博给中国零售企业的启示 (41)1、注重整体优势，多渠道协同发展 (41)2、实体门店转型，精简化服务化 (41)3、注重物流能力和电商网站的建设 (42)4、树立企业核心理念，低价为辅体验为主 (42)5、合理把握并购机会，警惕国际业务风险 (43)一、史泰博：办公用品超市缔造者史泰博（Staples Inc）是全球最大的办公用品分销和零售企业。

1985年，Tom Stemberg 和Leo Kahn发现面向中小型企业销售办公用品的商机，因而创建了办公用品连锁零售企业史泰博，并于1986年在马萨诸塞州的布莱顿推出了第一家办公用品超市。

经历二十几年的飞速发展，史泰博已经成为年销售额超过240亿美元的全球500强零售巨头，并且其电子商务年销售额也超过100亿美元，成为仅次于亚马逊的全美第二大电商。

史泰博成立之初以低价战略打开中小型企业办公用品市场，创造了全新的超市型连锁经营模式。

在获得市场认可之后，史泰博开始稳步扩张，并于1989年在纳斯达克成功上市。

屈臣氏的经营模式及策略分析屈臣士选择的是以日化类产品为主导，以差异化为基本路线，兼顾自主品牌与大众品牌的连锁经营模式。

这也就决定了屈臣士的商业选址相对地灵活，也决定了屈臣士必须以提供更为便利的购买方式和差异化的产品作为竞争利器。

不断被放大的“一站式购物需求”迫使零售企业通过残酷的降价、增加品类、拓宽产品线的宽度以及压榨供应商来赢得在市场上迂回的空间。

对于极其强调规模效应以及与供应商进行价格博弈的大多数零售企业来说，放弃与选择的简化过程其实就意味着进化，由体态臃肿的大象变成行动敏捷的猎豹并不是一件容易的事情。

鱼和熊掌可以兼得吗?或许可以。

作为全球最大的保健及美容产品零售商和香水及化妆品零售商之一，屈臣氏通过专注于“个人护理专家”的定位，专业的零售店面管理，宣扬健康、美态、快乐生活的理念，旗下不仅聚集着众多世界名牌，而且开发出数以百计的自有品牌，在零售业态上拥有18个零售品牌，7700余家零售店面，在世界各地为众多消费者提供个人护理用品服务。

“屈臣氏的成功在于其专而精的战略，如此简单，简单到都没有人相信，以至于想模仿它都很困难。

它没有犯错误。

它不想做‘大池塘里的小鱼’，只想做‘小池塘里的大鱼’。

”易凯资本高级董事倪凡如此评价屈臣氏。

通过并购构建核心优势自从1981年被李嘉诚旗下的和记黄埔并购，屈臣氏品牌在李嘉诚资本权杖的舞动之下成功地实现了裂变。

在屈臣氏的发展过程中，并购是其主题之一。

英国Savers连锁店、荷兰Kruidvat集团、拉脱维亚DROGAS零售连锁店、英国Merchant Retail香水连锁店、马来西亚Apex Pharmacy SdnBhd药店等一系列并购，让屈臣氏在自有品牌创建和产品研发、渠道积累方面有了足够大的回旋余地。

2021年，屈臣氏斥资55亿港币收购了法国最大、历史悠久的香水零售商Marionnaud，紧接着又将总部位于俄罗斯圣彼得堡的保健及美容产品连锁店Spektr Group收入囊中，此番举动在欧洲引起了巨大震动。

美国办公用品连锁超市之父汤姆成功之道如果你在35岁时被解雇，如果你恰好此时发现了一种新生意，但那种新生意需要庞大资金才能启动，并且随后将有实力可怕的大量“克隆者”前来绞杀……你会怎样？ 绝大多数人的选择是退缩，因为前面是不可攀越的高山，与数不清的敌人。

然而汤姆的选择是——战斗！ 35岁时被解雇回家的超市经理汤姆-坦伯格，偶然发现了办公用品连锁超市这种以前没有过的新行业；于是他用不懈勇气、癫狂脚步、独特智慧，在短短3年之内创立并统治了这个全新的行业…… 第一丝微光 到处是撕开的空纸箱，货架仿佛被洗劫一空，只留下一些钢笔和电池翻滚在地……汤姆看到办公用品销售区如此混乱，十分震惊！ 从德克萨斯州赶到十分遥远偏僻的宾夕法尼亚州兰亨市，在远郊一角，汤姆终于找到了这家用大型仓库做低价倾销的百货仓库。

失业后，他必须找到一份工作。

走过狼藉满地的办公用品销售区，汤姆却如看到了世上最美的风景：“混乱不堪只能说明他们生意太好了，商品卖得太快了！” 老板告诉他，办公用品占了这个大型百货仓库年销量的7%，汤姆震惊了：“他们的7%，可是自己所在的得克萨斯州全州100种办公用品年销量的总和啊！” “就做这个！”当老板询问他以前的职位时，汤姆的思绪已开了小差，“如果我也创办像这样的许多家仓库式大超市，但只卖办公用品，并且把价格定得非常非常低……那会怎么样！” 汤姆的强项正是超市营销，他在超市行业已拼杀了12年。

1973年，汤姆从哈佛商学院毕业时，选择进入了波士顿的一家大型百货超市。

他的父亲，一个移民到美国、艰辛创业的小餐馆老板，在汤姆很小时就告诉他：要做实实在在影响底层大众生活的工作。

从切肉、刮鱼鳞、贴标签、做促销等最底层做起，冲劲十足的汤姆很快成为了超市里最杰出的市场营销员和部门主管。

随后，他与当时最知名的超市企业家之一，利奥-恩遭遇了一场市场大战。

利奥的家族，早在1940年代后期就已开始开连锁超市。

1980年代早期，美国通货膨胀使老百姓痛苦不堪，利奥很聪明地在全美开了第一家专营低价食品的食品低价超市。

SV42 Electronic Medical Records (EMR) Cartwith LCD Mount and LiFe Power SystemUSA: 1-800-888-8458Europe: +31 (0)33-45 45 600China: 400-120-3051Japan:*************************Features & Specifi cations............................................. 3Set-up ..................................................................... 4 - 13Adjustment ...................................................... 11 - 12Battery Charge/Discharge .......................................13Change Fuse (5 Amp) ...................................................14Change Power System Batteries .........................15- 16Cart Storage ..................................................................17Ergonomics ...................................................................18Maintenance & Safety ...........................................18- 21Dimensions . (22)StyleView powered carts provide electrical AC power for mobile point of care computing equipment in a healthcare environment. The carts are not intended to power medical products or devices. Outlets are provided to power information technology equipment only such as computer equipment and computer peripherals.User's GuideFor the latest User Installation Guide and StyleLink Software Download please visit: For local customer care phone numbers visit: English, Español, Français, Deutsch, Nederlands, Italiano, Svenska, 日本語, 汉语1xThis Class A digital apparatus complies with Canadian ICES-003.Cet appareil numérique de la classe A est conforme à la norme NMB-003 du Canada.FCC Compliance StatementThe cart has been tested and found to comply with the limits for a Class A digital device, pursuant to part 15 of the FCC Rules. These limits are designed to provide reasonable protection against harmful interference when the equipment is operated in a commercial environment. This equipment generates, uses, and can radiate radio frequency energy and, if not installed and used in accordance with the instruction manual, may cause harmful interference to radio communications. Operation of this equipment in a residential area is likely to cause harmful interference in which case the user will be required to correct the interference at his own expense.Changes or modifi cations not expressly approved by Ergotron, Inc. could void the user’s authority to operate the equipment.Please contact Ergotron for complete EMC compatibility information.Operational StorageIMPORTANT! This product will need tension adjustments once installation is complete. Make sure all equipment is properly installed on the product before attempting range of motion or tension adjustments. Any time equipment is added or changed on this product resulting in a diff erent mounted weight, you should repeat the adjustment steps to ensure safe and optimum operation. This product should move smoothly and easily through the full range of motion and stay where you set it. If movement is diffi cult or the product does not stay where you set it, follow the adjustment instructions to loosen or tighten the tension to create a smooth, easy motion. Depending on your product and the adjustment, it may take many turns to notice a diff erence.Components96Features & Specifi cationsWorksurface 2a. Worksurface Lock and Release User InterfaceSecure Storage for Laptop, Thin Client or CPU Front HandleHeight Adjustment Brake HandleUSB Hub connects keyboard and mouse USB cablesKeyboard tray slides out, tilts and allows for right or left mousing with attached mouse holder Keyboard Light under Front Handle Keyboard Light SwitchCable Management and Storage for excess cables and power supplies Storage Basket and Rear Handle (Not included on SV42-6004 model)Front Locking Caster3 Function Caster - locks swivel or rotation and swivel.Quick Reference Card Power Cord Hooks Scanner HolderAntimicrobial coating on worksurface and wrist rest Power SystemThe StyleView AC Power System allows your power supply to travel with the cart. The Power System is integrated in the base of the cart and comes standard with battery, power module, User Interface (UI), outlet box and power cord.• User Interface (UI): Allows power system output to be turned on or turned off , monitors battery charge remaining, and provides low battery charge audible alarm.• Battery: One 40-Ah Lithium battery.• The minimum operational temperature is 10°C (50°F) and the maximum operational temperature is 29°C (86°F). The recommended humidity range for operation is 5-95% rH.• The recommended cart storage temperature is 25°C (77°F). At this temperature, the battery’s age-related capacity loss is minimized. The minimum storage temperature is -20°C (-4°F) and the maximum storage temperature is 50°C (122°F). The recommended humidity range for storage is 5-95% rH.1.2.3.4.5.6.7.8.9.10.11.12.13.14.15.16.17.18.19.Height Adjustable LCD Mount attaches LCDs or tablet PC's with 75x75 or 100x100mm mounting interfaceIf the combined LCD and CPU weight is greater than 23 lbs (10.4 kg) then the CPU must be mounted to the rear of the cart using the Universal CPU Holder accessory (ordered separately).Part Number Power SystemSV42-6302-1SV42-6004-1Input: 120VAC/60 Hz, 5.0A;Output: 120VAC/60 Hz, 150VA, 150W.• The cart and power system are certifi ed to UL 60601 and CAN/CSA-C22.2 601.1-M90SV42-6302-2SV42-6302-3SV42-6302-B SV42-6302-C SV42-6004-2SV42-6004-3Input: 230V~/ 50/60 Hz, 2.5A;Output: 230V~/ 50/60 Hz, 150VA, 150W.• The cart and power system are compliant with EN 60601-1.SERIOUS INJURY OR PROPERTY DAMAGE MAY OCCUR!6Set-upPlace computer and AC power adaptors in compartment. Do not place power bricks nearSet-upSet-up1114mm (9/16")baM4 x 8mm1xRelease Brake to move riser.Follow these instructions to tighten or loosen tension.It is important that you adjust this product according to the weight of the mounted equipment as described in the following steps. Any time equipment is added or removed from this product, resulting in a change in the weight of the mounted load, you should repeat these adjustment steps to ensure safe and optimum operation.Adjustments should move smoothly and easily through the full range of motion and stay where you set it. If adjustments are diffi cult and do not stay in the desiredposition, follow the instructions to loosen or tighten the tension to create a smooth, easy adjustment motion. Depending on your product and the adjustment, it may take several turns to notice a diff erence.Lift – Up and downNOTE: Adjustmentmay require 40 - 60 revolutions.Loosen knob, tilt Display to desired position then retighten knob.Tilt – Forward and Backwardc1xM4 x 8mm10mmdFollow these instructions to tighten or loosen tension.Lift – Up and downTo Stop Independent LCD LiftFor heavier Displays or when using a Tablet PC, you can keep the LCD Lift from moving out of position, by installing this screw into one of the three holes on the back of the riser depending on the desired height.With IndependentLCD Lift:6-14 lbs (2.7-6.4 kg)Without Independent LCD Lift :20 lbs (9 kg)Raise monitor to top of vertical adjustment BEFORE removing.DO NOT remove Stop Screw without monitor attached. Doing so will cause monitor pivot to shoot up rapidly and may cause personal injury.822-0551.2.3.Élevez l’écran au plus haut de l’ajustement vertical AVANT de le retirer. NE retirez PAS la vis d’arrêt avant que l’écran soit xé.Dans un tel cas, le pivot d'écran se relèverait rapidement et cela pourrait engendrer des blessures.WARNINGAVERTISSEMENTIMPACT HAZARD!MOVING PARTS CAN CRUSH AND CUT.Failure to heed this warning may result in serious personalinjury or property damage!DANGER D’IMPACT !LES PARTIES EN MOUVEMENT PEUVENT ÉCRASER ET COUPER.Il existe un risque de blessure corporelle ou d’endommagementmatériel en cas de non respect de cet avertissement.Pan - Side-to-SideFollow these instructions to tighten or loosen tension.running out of power!5 Amp FuseFollow Battery Charge/Discharge Initial Power on steps a, b, c.123Cart Storage InstructionsWarranty on fully discharged batteries left in an unused state for more than three (3) consecutive days is automatically void.If the battery is stored too long without recharging, the electronics in the battery may cause the battery voltage to drop to an unsafe level. If this happens, the power system will enter a low charge recovery mode when plugged into power source. Once the process has fi nished the power system will resume charging as normal. if the low charge recovery process takes longer than 45 min please contact Ergotron Customer Care.The battery needs to be fully charged before storing and the battery must be recharged a minimum of every 90 days.• The recommended cart storage temperature is 25°C (77°F). At this temperature, the battery’s age-related capacity loss is minimized. The minimum storage temperature is -20°C (-4°F) and the maximum storage temperature is 50°C (122°F). The recommended humidity range for storage is 5-95% rH.Storage3ErgonomicsWorkingcustomize - to your size1 Set top of monitor screen about one inch below eye level - Release brake and lift or lower riseras needed.2 Tilt screen for comfortable viewing and to reduce eye and neck strain.3 Pull keyboard tray forward and position mouse tray on right or left, as needed.4 Work with elbows bent at about 90° to minimize muscle strain.5 If the riser moves up and down with diffi culty, or if it drifts out of set position, consult the product manual for adjustment information.6 Stay in charge!Powered carts should be plugged into outlet as often as possible to keep battery charged and computer running.Movingstow - before you go1 During normal movement, release brake and lower worksurface to lowest position for optimal stability and unobstructed view.2 Tuck away open trays and return mouse, scanner and other accessories to their places.3 Unlock both front casters.4 Push cart from rear with elbows bent at about 90° to maximize control and minimize muscle strain.5 Don’t run out!Before moving, make sure cord is unplugged from outlet and hooked to basket for safe travel. Remember, charge battery fully 100% every day!Maintenance & SafetyHazard Symbols ReviewThe Meaning of Symbols appearing in this Guide, on the Cart or on the Power SystemThese symbols alert you to a safety condition that demands your attention. You should be able to recognize and understand the signifi cance of the following Safety Hazards if you encounter them on the Cart or within Cart documentation such as this Set-up Guide.EQUIPMENT & ACCESSORIES DISPOSAL1. Please dispose of all batteries in accordance with local law2. All Electronics should be recycled through an electronics recycler.3. Remaining plastics and metals can be recycled through a commercial recycler.The following procedures are not guaranteed to control infection. The hospital infection control administrator or epidemiologist should be consulted regarding cleaningow into the Cart. Wipe all cleaners off surface immediately using a damp cloth. Thoroughly dryammable cleaners on Cart surfaces due to close proximity of electrical power and equipment.All paints and plastic Cart components will withstand cleaning by most commonly used, diluted, non-abrasive solutions such as quaternary ammonia compounds, ammonia enzyme cleaners, bleach or alcohol solutions.• Pen and permanent and dry erase markers can be removed with 91% isopropyl alcohol and a soft cloth.• Iodine stains can be removed with commonly used cleaners and a soft cloth.• Never use steel wool or other abrasive materials that will damage the surface fi nish.• Do not use strong solvents such as trichloroethylene and acetone. These solvents will damage the surface fi nish.approved documentation (i.e. installation instructions). Only Ergotron, Inc. or an Ergotron-certifi ed entity may adjust, service or replace StyleView Cart components. Ifdo so in the installation instructions. Moving Cart components too high or too low on the Riser may create an unstable condition, leading to equipment damage or evenextremely hot, possibly melting the plastics and releasing smoke. If a battery begins to smoke or melt:• Unplug the cart, or if possible disconnect the battery from the power system immediately.• Move the cart to a well ventilated area.• Use a Carbon Dioxide, Dry Chemical or appropriate foam fi re extinguisher to spray the hot battery.If a fi re extinguisher is not available, use copious amounts of water, or cover the battery with sand.If exposed to battery contents seek immediate medical attention and follow the below guidelines.Exposure to vapor released from the battery is irritating to the eyes, skin, mucous membranes and respiratory tract. This may cause nausea, dizziness and headache. In case of direct contact to the battery’s electrolyte:• Immediately fl ush eyes with water for at least 15 minutes.• Thoroughly rinse hands and other aff ected areas with water.• Promptly remove and wash any contaminated clothing.In All Cases, Seek Immediate Medical Attention!Safety Alerts Associated with this ProductThe following Warnings/Cautions appear in this reference guide or on the cart:with equipment totaling more than the maximum weight capacity specifi ed by Ergotron. Ensure optimum lift function by testing and if necessary, re-adjusting tensionremoved. For this reason, DO NOT remove equipment unless the worksurface has been moved to the highest position on the tower! Failure to follow this instructionammable, anesthetic mixture or oxygen rich environment.guration & SafetyEarth Bond Test: To ensure safety grounding between the power cord ground connection and any accessible metal parts on the cart, although not mandatory, the following test is recommended to be performed every two years using a calibrated medical device safety analyzer. The procedure is as follows:1. Disconnect the cart from mains power (unplug cart fromthe wall).2. Remove power from internal power system outletsby pressing the power button on the Power System Interface.3. Set up Earth Bond Test per the medical device safetyanalyzer instructions.4. Connect the Cart power cord to the medical device safetyanalyzer.5. Remove cover to access Lift Tension Adjustment point.6. Attach second medical safety device analyzer probe toLift Tension Adjustment point on Cart.7. Perform Test (25 amps).8. Ensure Earth Bond is less than or equal to 0.2-ohms.9. Remove medical device safety analyzer connections toCart, replace cover over Lift Tension Adjustment point, return the Cart to service.Insulation Resistance Test: To ensure mains power lines are adequately insulated from earth ground, the following test, although not mandatory, is recommended to be performed annually using a calibrated medical device safety analyzer. The procedure is as follows:1. Disconnect the cart from mains power (unplug cart fromthe wall).2. Remove power from internal power system outletsby pressing the power button on the Power System Interface.3. Set up the Insulation Resistance Test per the medicaldevice safety analyzer instructions.4. Connect the Cart power cord to the medical device safetyanalyzer.5. Perform test (500 V).6. Ensure Insulation Resistance is greater than or equal to1 Mohms.7. Remove medical device safety analyzer connections toCart and return Cart to service.Recommended Periodic Inspection and MaintenanceComponentActionHow often By whom UI, Ethernet, USB cables Inspect for wear, pinching, bad connectors MonthlyAny userFan on side of CPUcompartment Inspect for dust at intake, vacuum as required using a vacuumcleaner that DOES NOT generate ESD (Electrostatic Discharge)Monthly Any user Casters Inspect for wear and debris Monthly Any user Maximum Load Inspect to ensure that maximum recommended loads are not exceededDailyAny userPower System batteriesReplace lithium battery1,2When battery runtime is 60% of original runtime IT PersonnelPower ModuleInspect for dust at intake, vacuum as required using a vacuumcleaner that DOES NOT generate ESD (Electrostatic Discharge)MonthlyIT PersonnelBattery harness Inspect for wear, cracking, pinching, or other damage Monthly IT Personnel Coiled CordInspect for wear, damage, or stretchingWeeklyAny user1. Please dispose of all batteries in accordance with local law.2. Always replace battery with approved Valence battery.Ergotron Electromagnetic Guidance and Manufacturer’s DeclarationGuidance and Manufacturer’s Declaration – Electromagnetic EmissionsThe Powered Computer Cart is intended for use in the electromagnetic environment specifi ed below. The customer or the user of the Powered Computer Cart should assure that it is used in such an environment.Emissions Test Compliance Electromagnetic environment – guidanceRF Emissions CISPR 11Group 1The Powered Computer Cart uses RF energy only for its internal function. Therefore, its RF emissionsare very low and unlikely to cause any interferencein nearby electronic equipment.RF Emissions CISPR 11Class A The Powered Computer Cart is suitable for use in all establishments other than domestic and thosedirectly connected to the public low-voltage powersupply network that supplies buildings used fordomestic purposes.Harmonic EmissionsIEC 61000-3-2Class AVoltage fl uctuations/fl icker emissionsIEC 61000-3-3CompliesGuidance and Manufacturer’s Declaration – Electromagnetic ImmunityThe Powered Computer Cart is intended for use in the electromagnetic environment specifi ed below. The customer or the user of the Powered Computer Cart should assure that it is used in such an environment.Immunity Test IEC 60601Test Level ComplianceLevelElectromagneticenvironment - guidanceElectrostatic Discharge (ESD)IEC 61000-4-2±6 kV contact±8 kV airComplies Floors should be wood,concrete, or ceramic tile.If fl oors are covered withsynthetic material, the relativehumidity should be at least30%Electrical Fast Transient/Burst IEC 61000-4-3±2 kV for power supplylines±1 kV for input/output linesComplies Mains power qualityshould be that of a typicalcommercial or hospitalenvironment.SurgeIEC 61000-4-5±1 kV diff erential mode±2 kV common modeComplies Mains power qualityshould be that of a typicalcommercial or hospitalenvironmentVoltage Dips, short interruptions, and voltage variations on power supply input lines IEC 61000-4-11<5% U T(>95% dip in U T) for 0.5cycle40% U T(60% dip in U T) for 5cycles70% U T(30% dip in U T) for 25cycles<5% U T(>95% dip in U T) for 5secondsComplies Mains power qualityshould be that of a typicalcommercial or hospitalenvironment.Power Frequency (50/60 Hz) Magnetic Field IEC 61000-4-83 A/m Complies Power frequency magneticfi elds should be at levelscharacteristic of a typicallocation in a typicalcommercial or hospitalenvironment.Note: U T is the AC mains voltage prior to application of the test level© 2016 Ergotron, Inc. All rights reserved. StyleView ™ is a registered trademark of Ergotron, Inc. | USA: 1-800-888-8458 | Europe: +31 (0)33-45 45 600 | China: 400-120-3051 | Japan:*************************DimensionsFor local customer care phone numbers visit: For Service visit: For Warranty visit: /warrantyUSA: 1-800-888-8458Europe: +31 (0)33-45 45 600China: 400-120-3051777-24-020-G-00 rev. E • 03/19ERGONOMICSRANGE OF MOTIONWorking customize - to your size1 Set top of monitor screen about one inch below eye level - Release brake and lift or lower riser as needed.2 Tilt screen for comfortable viewing and to reduce eye and neck strain.3 Pull keyboard tray forward and position mouse tray and mouse pouch on right or left, as needed.4 Work with elbows bent at about 90° to minimize muscle strain.position, consult the productmanual for adjustmentinformation.6 Stay in charge!Powered carts should be plugged into outlet as often as possible to keep battery chargedand computer running.Moving stow - before you go1 During normal movement, release brake and lower worksurface to lowest position for optimal stability and unobstructed view.2 Tuck away open trays and return mouse, scanner and other accessories to their places.3 Unlock both front casters.4 Push cart from rear with elbows bent at about 90° to maximize5 Don’t run out!Before moving, makeRemember, chargebattery fully 100%every day!USA: 1-800-888-8458Europe: +31 (0)33-45 45 600When lit, alarm is enabled and will beep when battery charge gets below 10%. 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AT&T商业模式的演化汪新波原创 | 2013-04-25如果说IBM的历史就是计算机产业的历史，那么AT&T的历史就是一部通讯产业史。

事实上，AT&T的历史比IBM更古老，可以追溯到上上个世纪。

一百多年来，通讯产业从最初的电话网络发展到今天集声音、图像、数字于一体的综合性智能网络，通讯技术和产业组织的变化改变了AT&T的商业模式，回首其中的演化过程，有助加深我们对商业本质的理解。

第一阶段一网打尽1876年，亚历山大·贝尔发明了电话，1880年，成立了国家贝尔公司来推广其专利，早期的电报电话公司是分散建造的，贝尔公司凭借专利的先发优势，在全国绝大多数城市建立了市话网络，1885年，贝尔公司成立了子公司AT&T，并建设了第一条全国性的长途电话网，不久，AT&T反向收购了母公司贝尔公司。

1893-1894年，贝尔的专利到期，电话公司的竞争更加激烈，到1904年，60%的美国城市有两个电话系统，即贝尔和非贝尔的独立电话公司，这些独立的电话公司没有彼此连接。

能够让贝尔公司取得优势的是其长途网络，这是富有远见的一招，而那时城际之间的通讯需求还不大，但全程全网的优势让AT&T的网络效应淋漓尽致，其他的小型网络无法与AT&T竞争，并在接入费上受到控制。

根据梅卡切夫定理，E=N（N-1），通讯效率与网络节点的数量的平方成正比，用户基数越大，网络优势越明显。

1907年，AT&T表示愿意接受监管，最终形成的商业模式是独家垄断，政府实行价格管制，即法定利润率管理方法。

作为回报，它向全社会提供普遍接入的服务，让偏远的家庭也能得到电话服务，并付较低的价格，高昂的商业用户的话费和长途话费为其提供交叉补贴。

不过这种畸形的定价结构也诱惑人们采用电话线以外的替代技术实现远距离通讯。

20世纪3 0年代，AT&T已经垄断了全国长途电话网，集长途、市话以及电信设备制造商于一身。

中国商业模式策划第一人【施琰博】携手《商业模式落地系统》--中国首个商业模式系统课程。

主讲内容六大经典模块：【品牌定位、盈利模式、品牌形象、渠道策略、营销推广、品牌管理】，2014年施琰博专场【商业模式落地系统】为企业打造行业第一盈利及品牌核心团队的绝佳机会。

中国首个品牌系统课程。

东方华智教育集团特邀导师施琰博老师。

被誉为“中国商业模式第一人” 、“亚洲全能销售王子”。

拥有国内企业和跨国公司多年实践经验。

独创“超限营销理论。

施琰博是中国本土著名实战营销领袖；现在施琰博长官和众多成功的商业及营销模式，届时您将领会：商业模式品牌本质（客户信任），品牌核心（差异性），教您如何把同质化的产品卖出不同来，如何进行感性、类别、市场、人群和品牌切割，切割出属于你的利润。

你想知道吗?一个面临行业激烈竞争的品牌，如何再度成为第一品牌，占领高达90%的市场份额一个遭受重创的企业，如何通过商业模式的重构，再次成为矫姿行业的"龙头老大"?一个投资屡屡失败的企业，知何与自己的核心高管再次坚定信心，重出江湖’一个经营思路模糊的企业，如何通过一套品牌经营规划，一年卖出上百万井产品?“背背佳”你不得不学习的商业模式智慧！施琰博，“背背佳”品牌背后的推手．【商业模式落地系统】总裁班经典六大模块解读模块一：品牌定位为什么一家比蒙牛、伊利营业总额还高的公司，我们却从未听过它的品牌？为什么国内乳业知名品牌，却为一个看不见的品牌打工？品牌定位将为您详细解读不同企业应该走何种品牌发展路径！模块二：盈利模式为什么一个曾经的山寨手机品牌“天宇”，短短几年时间成为国产手机的老大？为什么频临破产的苹果公司，凭借一款手机成为全世界手机行业的老大？品牌盈利模式决定了品牌的发展速度和盈利能力及空间，商业模式模块将为您详细解读。

模块三：品牌形象为什么一个国产西服品牌G2000在时尚上班族中大受追捧？为什么拥有明星代言的海澜之家却门可罗雀？品牌形象模块将为您解剖一个定位清晰拥有丰富内涵的品牌是如何构建自己的品牌形象的？如何通过打造品牌形象来拉动业绩的上扬。

目录索引一、投资逻辑 (6)二、史泰博：低价及一站式策略快速抢占市场份额，后受冲击2B 与2C 业务显分化 (8)（一）创业期低价及一站式策略抢占市场，平稳期积极并购并布局全球，退市后加速T O B 转型定位解决方案提供商 (8)（二）T O B 业务韧性更强，强大的物流网络和品牌效应是史泰博的核心竞争力 (11)三、欧迪办公：较早布局TOB 业务，拓展IT 增值业务转型效果初现 (14)（一）历经四大发展阶段，近年拓展T O B 和增值服务，欧迪办公有望恢复稳定增长 (14)（二）与史泰博相比，欧迪办公营收端同现阶段性，利润端呈现不同趋势 (16)四、亚马逊：平台化模式助力快速扩张，办公用品增速居前 (20)（一）A MAZON B USINESS 定位一站式商业采购站点，全球布局并快速扩张 (20)（二）品类、客户、供应链三管齐下，A MAZON B USINESS 快速发展 (22)五、以欧迪史泰博亚马逊为参考，看中国办公用品企业的发展前景 (24)（一）相较美国，中国办公用品市场规模更大但集中度更低，中国龙头办公用品企业发展前景广阔 (24)（二）国内办公集采企业净利率及周转率有进一步上升空间，优质服务可增强客户粘性 (26)（三）相关核心标的:晨光文具、齐心集团 (28)图表索引图1：史泰博北美及非北美地区营收比例 (9)图2：史泰博历年营业收入 (10)图3：史泰博净资产回报率（%） (11)图4：史泰博毛利率和净利率 (11)图5：史泰博门店数量变化 (12)图6：史泰博ToB 业务及零售业务变化情况 (12)图7：2017 年至2019 年欧迪办公各部门销售情况（百万美元） (14)图8：欧迪办公发展战略 (15)图9：欧迪办公历年营业收入 (16)图10：欧迪办公净资产回报率 (17)图11：欧迪办公利润率 (17)图12：欧迪和史泰博营业收入对比 (18)图13：史泰博市值轨迹（亿美元） (18)图14：欧迪办公市值轨迹（亿美元） (19)图15：美国B2B 电商市场规模扩大 (20)图16：18-45 岁消费群体偏好线上采购 (20)图17：Amazon Business 在全球主要的客户 (21)图18：Amazon Business 的全球布局 (21)图19：Amazon Business 八大服务 (24)图20：Amazon Business 办公场景热门产品 (24)图21：美国办公用品市场规模（亿美元） (25)图22：中国办公物资市场规模(万亿元) (25)图23：国内及国外办公用品龙头企业净利率对比 (27)图24：存货周转率（次） (27)图25：固定资产周转率（次） (27)图26：晨光文具销售模式 (28)图27：晨光科力普营业收入变化 (29)图28：晨光科力普净利润变化 (29)图29：平台化集成供应体系经营与盈利模式 (30)表1：史泰博早期品牌概念 (8)表2：1997 年至2008 年间史泰博主要并购事件 (9)表3：转型后Staples 提出的新理念 (10)表4：史泰博物流网络 (12)表5：欧迪办公主要并购和海外扩张事件 (15)表6：欧迪办公销售模式 (15)表7：鼓励平台化电商化采购相关政策 (26)一、投资逻辑美国办公用品市场已经走过高速发展期，市场规模逐渐萎缩，而中国办公用品市场仍然处于快速增长扩张中，市场集中度、发展路径均与美国早期相似，因此通过分析美国办公用品龙头公司的发展历程和市场经验，对比国内办公用品龙头公司，我们能够以史为鉴发掘潜在增长点；此外对海内外公司发展历程中的共性问题进行研究，也能够为国内企业的发展提供宝贵经验。