MERANCANG DAN MENGELOLA JARINGAN DAN SALURAN NILAI
Phillip Kotler - BAB 15
MERANCANG DAN MENGELOLA JARINGAN DAN SALURAN NILAI
Penciptn nili !n" #$%#e# &e&'$t$h%n pen!erhn nili !n" #$%#e#( Pe&#r holi#ti% #e&%in 'n!% &el%$%n tin)$n )rin"n 'ernili t# 'i#ni# &ere%( Alihlih &e&'t#i *o%$# &ere% p+ pe&#o% ln"#$n", +i#tri'$tor, +n peln""n &ere%, &ere% &e&eri%# %e#el$r$hn rnti p#o%n !n" &en$t%n 'hn &enth, %o&ponen, +n 'rn"-'rn" p'ri%n #ert &en$n)$%%n '"i&n &ere% 'er"er% %e rh %on#$&en %hir(
SALURAN PEMASARAN DAN JARINGAN NILAI
Ke'n!%n pro+$#en ti+% &en)$l 'rn"-'rn" &ere% #ecr ln"#$n" %ep+ pr pen""$n %hir ntr &ere% + #e%elo&po% perntr !n" &el%$%n 'er'"i *$n"#i( Secr *or&l, #l$rn pe&#rn +lh or"ni##i-or"ni##i !n" #lin" ter"nt$n" !n" terc%$p +l& pro#e# !n" &e&'$t pro+$% t$ )# &en)+i ter#e+i $nt$% +i"$n%n t$ +i%on#$i(
Pentin"n! #l$rn pe&#rn
Si#te& #l$rn pe&#rn &er$p%n pern"%t #l$rn pe&#rn %h$#$# !n" +i"$n%n oleh #e'$h per$#hn( Dl& &en"elol perntrn!, per$#hn ter#e'$t hr$# &e&$t$#%n 'erp 'n!% ten" !n" hr$# +i%erh%n $nt$% &en+oron" .er#$# &enri% pe&#rn(
1( Strte"i +oron" /p$#h #trte"!0 &enc%$p pen"$#h pro+$#en t# ten"
pen)$ln +n $n" pro&o#i per+"n"nn! $nt$% &e&'$)$% perntr &eneri&, &e&pro&o#i%n, +n &en)$l pro+$% ter#e'$t %ep+ pen""$n %hir(
( Strte"i tri% /p$ll #trte"!0 &enc%$p pen"$#h pro+$#en terh+p i%ln +n pro&o#i $nt$% &e&'$)$% %on#$&en 'ertn! %ep+ perntr tentn" pro+$% ter#e'$t, +en"n +e&i%in &e&'$)$% perntr ter#e'$t &e&e#nn!(
Pen"e&'n"n #l$rn
Bi#n!, per$#hn 'r$ &e&$li 'i#ni#n! #e'"i $#h lo%l !n" &el%$%n pen)$ln +i p#r !n" ter't#, +en"n &en""$n%n perntr !n" +( Kl$ 'erh#il, per$#hn ter#e'$t &$n"%in %n &en&'h c'n"n! !n" 'r$(
Per$#hn-per$#hn !n" #$%#e# +e2# ini &elipt-"n+%n )$&lh #l$rn 3&e&#$%i p#r3 t$ #l$rn hi'ri+( Per$#hn-per$#hn !n" &en"elol #l$rn hi'ri+ hr$# &e&#ti%n #l$rn ini 'er"$n"#i 'er#&-#& +en"n 'i% +n #e#$i +en"n cr !n" le'ih +i#$%i &#in"-&#in" peln""n ##rn $nt$% &en)ln%n $#h( Peln""n &en"hrp%n inte"r#i #l$rn, !n" +itn+i oleh ciri-ciri 'eri%$t
Ke&&p$n &e&e#n pro+$% #ecr online +n &en"&'iln! +i lo%#i ecern !n" +e%t( Ke&&p$n &en"e&'li%n pro+$% !n" +ipe#n #ecr online %e to%o pen"ecer ter+e%t( 4% &e&peroleh +i#%on 'er+r%n pe&'elin totl online +n+ri to%o(
A%n tetpi, tetpi, %on#$&en %on#$&en !n" !n" 'er'e+ 'er'e+ &e&ili%i &e&ili%i %e'$t$hn %e'$t$hn 'er'e+ 'er'e+ p$l #el& pro#e# pro#e# pe&'elin( Pe&'eli +pt +i%te"ori%n #e'"i 'eri%$t6
1( Pe&'eln) h'it$l, &e&'eli +ri te&pt !n" #& +en"n cr !n" #& #epn)n" 2%t$(
( Pencri trn#%#i 'ernili tin""i, &en"eth$i %e'$t$hn &ere% +n &el%$%n chnnel #$r* /#elncr #l$rn0 #e'n!% &$n"%in #e'el$& &e&'eli +en"n hr" !n" #eren+h &$n"%in(
7( Pe&'eln) !n" #enn" +en"n .ri#i, &en"$&p$l%n in*or&#i +i 'n!% #l$rn, &en"&'il %e$nt$n"n +ri l!nn #ent$hn tin""i, +n %e&$+in &e&'eli +l& #l$rn *.orit &ere%, lep# +ri hr"(
8( Pe&'eln) !n" tin"%t %eterli'tnn! tin""i, &en"$&p$l%n in*or&#i +i #e&$ #l$rn, &el%$%n pe&'elin +l& #l$rn 'i! ren+h, n&$n &en+pt%n %e$nt$n"n +$%$n"n peln""n +ri #l$rn #ent$hn tin""i( Jrin"n nili
Per$#hn hr$# pert&-t& 'erpi%ir tentn" p#r ##rn +n %e&$+in &erncn" rnti p#o%n +i 'el%n" titi% it$( Pn+n"n ini +i#e'$t perencnn rnti per&intn(
Don Sch$lt9 +ri 2il!h Brt L$t &en"t%n 63Pen+%etn &n)e&en )rin"n per&intn ti+% hn! &en+oron" #e"l #e#$t$ &ell$i #i#te&( I &ene%n%n #ol$#i p !n" +icri %on#$&en, '$%n pro+$% !n" %it co' )$l(3 Sch$lt9 telh &en"e&$%%n 'h2 8P +ri pe&#rn tr+i#ionl #$+h +i"nti%n oleh %roni& 'r$ SI:A(
; 8P / Pro+$%, Price, Plce, Pro&otion0
; SI:A /Sol$tion, In*or&tion, :l$e, Acce##0
Perencnn rnti per&intn &en"h#il%n 'e'erp pencerhn(
Pert&, per$#hn ter#e'$t +pt &e&per%ir%n p%h le'ih 'n!% $n" +ih#il%n +ri h$l$ t$ +ri hilir, #en+in! per$#hn ter#e'$t in"in 'er"'$n" %e 'el%n" t$ %e +epn(
Ke+$, per$#hn ter#e'$t le'ih #+r %n "n""$n +i #etip titi% #epn)n" rnti pen2rn ter#e'$t !n" &$n"%in &en!e''%n 'i!, hr", t$ p#o%n ti'-ti' 'er$'h(
Keti", &%in 'n!% per$#hn in"in &en""$n%n cr online +en"n &itr 'i#ni#n! +l& &el%$%n %o&$ni%#i, trn#%#i +n pe&'!rn !n" le'ih cept +n %$rt(
Men"elol )rin"n nili ini &en$nt$t per$#hn $nt$% &e&'$t in.e#t#i &enin"%t +l& te%nolo"i in*or&#i /I<0 +n pern"%t l$n%(
PERAN SALURAN PEMASARAN
Men"p pro+$#en hr$# &en+ele"#i%n #e'"in t$"# pen)$ln %ep+ perntr= Pen+ele"#in 'errti &elep#%n #e'"in %en+li t# '"i&n +n %ep+ #ip pro+$% ter#e'$t +i)$l, tetpi pro+$#en tetp &e&peroleh 'e'erp %e$nt$n"n +en"n &en""$n%n perntr(
1( Bn!% pro+$#en ti+% &e&ili%i #$&'er +! %e$n"n $nt$% &el%$%n pe&#rn ln"#$n"(
( Pr pro+$#en &e&n" &en+iri%n #l$rnn! #en+iri #erin" +pt &e&peroleh l' !n" le'ih 'e#r +en"n &enin"%t%n in.e#t#in! +l& 'i#ni# $t&n!(
7( Dl& 'e'erp %#$#, pe&#rn ln"#$n" #& #e%li ti+% +pt +il%$%n &i#ln! $nt$% &en)$l per&en %ret((
>$n"#i +n r$# #l$rn
Sl$rn pe&#rn &el%#n%n t$"# &e&in+h%n 'rn" +ri pro+$#en %e %on#$&en( 4l it$ $nt$% &en"t#i %e#en)n"n 2%t$, te&pt, +n %epe&ili%n !n" &e&i#h%n 'rn" +n )# +ri orn"-orn" !n" &e&'$t$h%n t$ &en"in"in%nn!(
Pro+$#en +n peln""n %hir, +lh '"in +ri #etip #l$rn( Sl$rn pe&#rn 'i#n! &en""&'r%n "er%n &)$ pro+$% +ri #$&'er %e pen""$n
1( Be'erp #l$rn pe&#rn 'rn" %on#$&en &e&p$n!i pn)n" !n" 'er'e+'e+(
( Sl$rn nol tin"%t(
Di#e'$t )$" #l$rn pe&#rn ln"#$n" ter+iri t# pro+$#en !n" ln"#$n" &en)$l %ep+ peln""n %hir(
'( Sl$rn #t$ tin"%t 'eri#i #t$ perntr pen)$ln, #eperti pen"ecer(
c( Sl$rn +$ tin"%t 'eri#i +$ perntr( Bi#n! pe+"n" 'e#r +n pen"ecer(
+( Sl$rn ti" tin"%t 'eri#i ti" perntr( Dl& in+$#tri pen"e&#n +"in", pe+"n" 'e#r &en)$l %ep+ pen!l$r, !n" %n &en)$l %ep+ pen"ecerpen"ecer %ecil(
Sl$rn pe&#rn !n" le'ih pn)n" +pt +ite&$%n(
( Sl$rn !n" $&$&n! +i"$n%n +l& pe&#rn in+$#tri( Pro+$#en 'rn" in+$#tri +pt &en""$n%n ten" pen)$lnn! $nt$% &en)$l ln"#$n" %ep+ peln""n in+$#tri, t$, pro+$#en ter#e'$t +pt &en)$l %ep+ +i#tri'$tor in+$#tri, !n" %e&$+in &en)$l l"i %ep+ peln""n in+$#tri, t$ pro+$#en ter#e'$t ter#e'$t +pt &en)$l &ell$i per2%iln pro+$#en t$ c'n"-c'n" pen)$lnn! #en+iri ln"#$n" %ep+ peln""n in+$#tri, t$ #ecr ti+% ln"#$n" %ep+ peln""n in+$#tri &ell$i +i#tri'$tor in+$#tri(
A+ p$l #l$r& lirn ter'li% /re.er#e *lo2 chnnel0 !n" 'erpern pentin" +l& %#$#-%#$# #e'"i 'eri%$t
( Unt$% &en""$n%n %e&'li pro+$% t$ 2+h /#eperti +r$& 'hn %i&i !n" +ii#i $ln"0
'( Unt$% &e&per'i%i pro+$% / #eperti %o&p$ter0 $nt$% +i)$l %e&'li(
c( Unt$% &en+$r $ln" pro+$% /#eperti %ert#0
+( Unt$% &e&'$n" pro+$% +n %e&#n /pro+$%-pro+$% li&'h0
Sl$rn #e%tor )#
Kon#ep #l$rn pe&#rn ti+% ter't# p+ +i#tri'$#i 'rn"-'rn" )#( Sl$rn#l$rn pe&#rn )$" ter$# 'er$'h +l& pe&#rn 3orn"3( Kren te%nolo"i internet 'er%e&'n", in+$#tri-in+$#tri )# #eperti per'n%n, #$rn#i, 'iro per)lnn, +n pe&'elin +n pen)$ln #h& %n 'erln"#$n" &ell$i #l$rn-#l$rn 'r$(
KEPU
Merncn" #e'$h #i#te& #l$rn &enc%$p #ol &en"nli#i# %e'$t$hn peln""n, &enetp%n t$)$n #l$rn, &en"i+enti*i%#i lternti* #l$rn $t&, +n &en"e.l$#i lternti* l$rn $t&(
Men"nli#i# tin"%t %el$rn )# !n" +iin"in%n peln""n
Dl& &erncn" #l$rn pe&#rn, pe&#r hr$# &e&h&i tin"%t %el$rn )# !n" +iin"in%n peln""n ##rn( Sl$rn &en"h#il%n li& %el$rn )#6
1( U%$rn lot
J$&lh $nit !n" +i'oleh%n #l$rn ter#e'$t +i'eli #eorn" peln""n 'i# $nt$% #t$ %li %e#e&ptn(
( ?%t$ t$n""$ +n 2%t$ pen"iri&n
?%t$ rt-rt peln""n #l$rn ter#e'$t &en$n""$ pen"iri&n 'rn"(
7( Ken!&nn r$n"
Se)$h &n #l$rn pe&#rn ter#e'$t &e&$+h%n peln""n &e&'eli pro+$% ter#e'$t(
8( Ker"&n pro+
%$Bn!%n! )eni# !n" +i#e+i%n #l$rn pe&#rn(
5( D$%$n"n l!nn
L!nn t&'hn /%re+it, pen"iri&n, pe&#n"n, per'i%n0 !n" +i#e+i%n
Perncn" #l$rn pe&#rn th$ 'h2 pen!e+in %el$rn )# !n" le'ih 'e#r 'errti 'i! #l$rn !n" le'ih tin""i +n hr" !n" le'ih tin""i '"i peln""n(
Menetp%n t$)$n +n lrn"nn!(
<$)$n-t$)$n #l$rn #ehr$#n! +in!t%n +ri #e"i tin"%t %el$rn )# !n"
+itr"et%n( <$)$n-t$)$n #l$rnn 'er'e+-'e+ #e#$i +en"n %r%teri#ti% pro+$%( Rncn"n #l$rn hr$# &e&perhit$n"%n %e%$tn +nn %ele&hn 'er'"i )eni# perntr !n" 'er'e+( Rncn"n #l$rn hr$# &en!e#$i%n +iri +en"n lin"%$n"n !n" le'ih l$#( Pert$rn +n lrn"n $n+n"-$n+n" )$" &e&pen"r$hi rncn"n #l$rn(
Men"i+enti*i%#i lternti* #l$rn $t&
Per$#hn-per$#hn +pt &e&ilih +ri 'er'"i )eni# #l$rn $nt$% &en)n"%$ peln""n @ &$li +ri ten" pen)$ln, "en, +i#tri'$tor, pen!l$r, #$rt ln"#$n", tele&r%etin", hin"" internet( M#lhn! %n &%in r$&it oleh *%t 'h2 %e'n!%n per$#hn #e%rn" &en""$n%n '$rn #l$rn(
S$t$ lternti* #l$rn +i"&'r%n +l& ti" ele&en, !%ni
0 Jeni# perntr 'i#ni# !n" ter#e+i,
'0 J$&lh perntr !n" +iperl$%n, +n
c0 S!rt +n tn""$n" )2' &#in"-&#in" n""ot #l$rn(
A( Jeni# perntr
S$t$ per$#hn perl$ &en"i+enti*i%#i )eni#-)eni# perntr !n" ter#e+i $nt$% &el%#n%n t$"# #l$rnn! +en"n cr 6
B( J$&lh perntr
Per$#hn-per$i#hn hr$# &e&$t$#%n )$&lh perntr !n" +i"$n%n p+ &#in"-&#in" tin"%t #l$rn(
Di#tri'$#i e%#%l$#i* 'errti #n"t &e&'t#i )$&lh perntr( Di#tri'$#i ini +i"$n%n p'il pro+$#en in"in tetp &e&e"n" %en+li t# tin"%t +n %el$rn l!nn !n" +it2r%n perntr ter#e'$t( Di#tri'$#i #ele%ti* &eli't%n pen""$nn le'ih +ri 'e'erp tetpi ti+% #e&$ perntr !n" 'er#e+i &en)$l pro+$% tertent$( Strte"i ter#e'$t +i"$n%n per$#hn-per$#hn &pn +n per$#hn-per$#hn 'r$ !n" &encri +i#tri'$tor( Di#tri'$#i inten#i* ter+iri t# pro+$#en !n" &ene&pt%n 'rn" t$ )#n! +i #e'n!% &$n"%in "eri( Strte"i ini $&$&n! +i"$n%n $nt$% )eni#-)eni# 'rn" #eperti pro+$% te&'%$, #'$n, &%nn rin"n, +n per&en %ret, %ren $nt$% pro+$%-pro+$% ini %on#$&en &e&erl$%n %en!&nn lo%#i !n" #n"t 'n!%(
C( S!rt +n tn""$n" )2' n""ot #l$rn
Pro+$#en hr$# &enent$%n h% +n tn""$n")2' n""ot-n""ot #l$rn !n" 'erprti#ip#i( L!nn +n tn""$n" )2' %e+$ 'elh pih% hr$# +i$ri%n +en"n cer&t, %h$#$#n! +l& #l$rn 2rl' +n %e"enn e%#%l$#i*(
Ke'i)%n hr" &en"hr$#%n pro+$#en &en!$#$n +*tr hr" +n +*tr +i#%on #ert poton"n hr" !n" +ipn+n" perntr +il +n &e&+i( S!rt pen)$ln &en"c$ p+ )n"% 2%t$ pe&'!rn +n "rn#i pro+$#en( 4% teritoril +i#tri'$tor &enetp%n 2il!h +i#tri'$tor +n %etent$n-%etent$n !n" &en"t$r 'h2 pro+$#en ter#e'$t &e&'eri%n h% %ep+ +i#tri'$tor linn!(
Men"e.l$#i lternti* $t&
M#in"-&#in" lternti* #l$rn perl$ +ie.l$#i &en$r$t %riteri e%ono&i, pen"en+lin, +n pen!e#$in +iri(
1( Kriteri e%ono&i(
M#in"-&#in" lternti* #l$rn %n &en"h#il%n tin"%t pen)$ln +n 'i! !n" 'er'e+( Ln"%h pert& +lh &enent$%n p%h ten" pen)$ln per$#hn t$ "en pen)$ln %n &en"h#il%n pen)$ln !n" le'ih 'e#r( Ln"%h 'eri%$tn! +lh &e&per%ir%n 'i! &en)$l 'er'"i .ol$&e !n" 'er'e+ &ell$i &#in"-&#in" #l$rn(
( Kriteri pen"en+lin +n pen!e#$in +iri
Pen""$nn "en pen)$ln &en"n+$n" &#lh pen"en+lin( A"en pen)$ln +lh per$#hn !n" in+epen+en !n" 'er$p! &e&%#i&l%n l'n!(
KEPU
Setelh per$#hn &e&ilih lternti* #l$rn, &#in"-in" perntr hr$# 6
0 Dipilih,
'0 Diltih,
c0 Di&oti.#i, +n
+0 Die.l$#i(
e0 S$#$nn #l$rn hr$# +i$'h +ri 2%t$ %e 2%t$(
A( Me&ilih n""ot #l$rn
Per$#hn-per$#hn perl$ &e&ilih n""ot-n""ot #l$rnn! #ecr cer&t( Unt$% &e&$+h%n #ele%#i n""ot #l$rn, pro+$#en hr$# &enetp%n %r%teri#ti%%r%teri#ti% !n" &e&'e+%n perntr-perntr !n" le'ih 'i%(
B( Meltih n""ot #l$rn
Per$#hn-per$#hn perl$ &erencn%n +n &el%#n%n pro"r& peltihn !n" cer&t '"i perntr &ere%(
C( Me&oti.#i n""ot #l$rn
Per$#hn perl$ &e&n+n" perntrn! #e'"i&n i &e&n+n" pen""$n %hirn!( Ke&&p$n nt$% &ern"#n" n""ot #l$rn &en$)$ %iner) p$nc% +i&$li +en"n &e&h&i %e'$t$hn +n %ein"inn &ere%( Pr pro+$#en #n"t 'er'e+-'e+ +l& %e&&p$n &en"elol +i#tri'$tor( Mere% +pt &en""$n%n )eni#-)eni# %e%$tn 'eri%$t $nt$% &e&peroleh %er)#&(
; Ke%$tn p%#n(
Pro+$#en &en"nc& $nt$% &enri% #$&'er +! t$ &e&$t$#%n h$'$n"n )i% perntr ""l 'e%er)#&( Ke%$tn ini +pt 'er)ln e*e%ti*, pel%#nnn! &en"%i't%n %e&rhn +n +pt &en!e''%n perntr ter#e'$t &en!$#$n %e%$tn 'l#n(
; Ke%$tn i&'ln(
Pro+$#en &en2r%n &n*t t&'hn %ep+ perntr $nt$% &el%#n%n tin+%n t$ *$n"#i tertent$( Bi#n! &e&'eri%n h#il !n" le'ih 'i% +i'n+in"%n +en"n %e%$tn p%#n(
; Ke%$tn !n" #h
Pro+$#en &en$nt$t peril%$ !n" +i'enr%n #e#$i +en"n %ontr%( Se)$h perntr ter#e'$t &e&n+n" pro+$#en #e'"i pe&i&pin !n" #h, %e%$tn !n" #h %n 'erh#il +en"n 'i%(
; Ke%$tn hli(
Pro+$#en &e&ili%i pen"eth$n %h$#$# !n" +ihr"i perntr( N&$n, 'e"it$ %ehlin ini +iter$#%n %ep+ perntr ter#e'$t, %e%$tn ini p$n &ele&h(
; Ke%$tn r$)$%n(
P'ri%n #n"t &en"hor&ti pe+"n" perntr !n" #n"t %$t i%tnn! +en"n p'ri%n it$(
D( Men"e.l$#i n""ot #l$rn
Secr 'er%l, pro+$#en hr$# &en"e.l$#i %iner) perntr 'er+#r%n #tn+r #eperti pencpin %$ot pen)$ln, tin"%t per#e+in rt-rt, 2%t$ pen"iri&n %ep+ peln""n, penn"nn 'rn" r$#% +n hiln", +n %er)#& +l& pro"r& pro&o#i +n peltihn(
E( Men"$'h #$#$nn #l$rn
Pro+$#en hr$# &e&pel)ri #ecr 'er%l +n &en"$'h #$#$nn #l$rnn!
SIS
Sl$rn +i#tri'$#i ti+% tin""l +i&( Le&'"-le&'" per+"n"n 'e#r +n pen"ecer 'r$ 'er&$nc$ln +n #i#te& #l$rn 'r$ 'er%e&'n"( Beri%$t ini &c&&c& Si#te& Sl$rnDi#tri'$#i(
1( Si#te& pe&#rn .erti%l /:MS-:erticl Mr%etin" S!#te&0
Slh #t$ per%e&'n"n #l$rn !n" plin" pentin" 'r$-'r$ ini +lh 'n"%itn! #i#te& pe&#rn .erti%l(
Sl$rn pe&#rn %on.en#ionl ter+iri t# #eorn" pro+$#en in+epen+en, pe+"n" 'e#r +n pr pen"ecer( M#in"-&#in" +lh 'i#ni# terpi#h !n" 'er$p! &e&%#i&l%n l'n! #en+iri, #e%lip$n t$)$n ini &en"$rn"i l' #i#te& ter#e'$t #ecr %e#el$r$hn(
Si#te& pe&#rn .erti%l ter+iri t# pro+$#en, pe+"n" 'e#r, +n pen"ecer !n" 'ertin+% #e'"i #i#te& !n" &en!t$( Slh #t$ n""ot #l$rn, pe&i&pin #l$rn, &e&ili%i n""ot-n""ot linn! t$ &e&'eri%n h% 2rl' terh+p &ere% t$ &e&ili%i %e%$tn !n" 'e"it$ 'e#r #ehin"" &ere% #e&$ 'e%er)
#&(
A( :MS %orport
:MS %orport &en""'$n"%n thp-thp pro+$%#i +n +i#tri'$#i !n" 'er$r$tn +i '2h %epe&ili%n t$n""l(
B( :MS terpi&pin
:MS terpi&pin &en"%oor+in#i%n thp-thp pro+$%#i +n +i#tri'$#i !n" 'er$r$tn &ell$i $%$rn +n %e%$tn #lh #t$ n""ot( Pen"t$rn +i#tri'$tor-p#o%n !n" plin" &)$ $nt$% &e&i&pin :MS &enc%$p pe&ro"r&n +i#tri'$#i, !n" +pt +i+e*ini#i%n #e'"i &e&'n"$n #t$ #i#te& pe&#rn terencn, +i%elol #ecr pro*e#ionl, #i#te& pe&#rn .erti%l !n" &e&en$hi %e'$t$hn +ri pen"$#h p'ri% +n +i#tri'$tor(
C( :MS 'er+#r%n %ontr%
:MS 'er+#r%n %ontr% /contrct$l :MS0 ter+iri t# per$#hn-per$#hn in+epen+en p+ 'er'"i tin"%t pro+$%#i +n +i#tri'$#i !n" 'er'e+ !n" &e&+$%n pro"r& &ere% 'er+#r%n %ontr% $nt$% &e&peroleh pen"he&tn t$ +&p% pen)$ln !n" le'ih 'e#r +rip+ !n" +pt &ere% cpi #en+irin(
; Jrin"n #$%rel !n" +i#pon#ori pe+"n" 'e#r(
Pe+"n"-pe+"n" 'e#r &en"or"ni##i%n )rin"n #$%rel pen"ecer in+epen+en $nt$% &e&'nt$ &ere% 'er#in" +en"n or"ni##i-or"ni##i )rin"n 'e#r(
; Koper#i pen"ecer(
Pen"ecer &en"&'il ini#iti* +n &en"or"ni##i%n entit# 'i#ni# 'r$ $nt$% &el%#n%n per+"n"n 'e#r +n &$n"%in )$" #$t$ pero+$%#i(
; Or"ni##i 2rl'(
S$t$ n""ot #l$rn !n" +i#e'$t pe&'eri 2rl' &$n"%in &en"h$'$n"%n 'e'erp thp !n" 'er$r$tn +l& pro#e# pro+$%#i-+i#tri'$#i(
Per#in"n 'r$ +l& ecern(
Bn!% pen"ecer in+epen+en !n" 'el$& 'er"'$n" +l& :MS telh &en+iri%n to%o-to%o 'rn" %h$#$# !n" &el!ni #e"&en p#r %h$#$#(
( Si#te& pe&#rn hori#ontl
Per%e&'n"n #l$rn lin +lh #i#te& pe&#rn hori#ontl, +i &n +$ t$ 'e'erp per$#hn !n" ti+% 'erh$'$n"n &en""'$n"%n #$&'er +! t$ pro"r& $nt$% &e&n*t%n pel$n" pe&#rn !n" #e+n" 'er%e&'n"(
7( Si#te& pe&#rn &$lti #l$rn
Pernh 'n!% per$#hn &el%$%n pen)$ln %e #t$ p#r &ell$i #t$ #l$rn( De2# ini, +en"n &ere'%n! #e"&en-#e"&en peln""n +n %e&$n"%inn%e&$n"%inn #l$rn, &%in 'n!% per$#hn telh &en""$n%n pe&#rn &$lti #l$rn( Pe&#rn &$lti #l$rn /&$lti chnnel &r%etin"0 ter)+i p'il #t$ per$#hn &en""$n%n +$ t$ le'ih #l$rn pe&#rn /Be'erp A"en- B$%n "en t$n""l0 $nt$% &en)n"%$ #t$ t$ 'e'erp #e"&en peln""n(
Merencn%n r#ite%t$r #l$rn
Jel#, per$#hn-per$#hn perl$ &e&i%ir%n #ecr &en+l& r#ite%t$r #l$rnn!( Per$#hn #ehr$#n! &en""$n%n #l$rn !n" 'er'e+ $nt$% &el%$%n pen)$ln %ep+ peln""n-peln""n +en"n $%$rn !n" 'er'e+( Per$#hn +pt &en""$n%n ten" pen)$ln ln"#$n"n! $nt$% &el%$%n pen)$ln %ep+ peln""n 'e#r, tele&r%etin" $nt$% &el%$%n pen)$ln %ep+ peln""n 'er$%$rn #e+n", +n +i#tri'$tor $nt$% &el%$%n pen)$ln %ep+ peln""n %ecil tetpi %e$nt$n"n ini +pt ternc& oleh tin"%t %on*li% !n" &enin"%t &en"eni #ip &e&p$n!i %epe&ili%n peln""n( Pe&#r &$lti #l$rn )$" perl$ &e&$t$#%n 'erp 'n!% pro+$% &ere% !n" +it2r%n +i #etip #l$rn(
KON>LIK, KERJASAMA DAN PERSAINGAN
Jeni# %on*li% +n per#in"n
An+i%nlh pro+$#en &e&'ent$% #l$rn .erti%l !n" ter+iri t# pe+"n" 'e#r +n pen"ecer( Pro+$#en ter#e'$t &en"hrp%n %er)#& #l$rn !n" %n &en"h#il%n l' !n" le'ih 'e#r '"i '"i &#in"-&#in" n""ot #l$rn(
; Kon*li% #l$rn .erti%l 'errti %on*li% ntr tin"%t-tin"%t !n" 'er'e+ +l& #l$rn !n" #&(
; Kon*li% #l$rn hori#ontl +lh %on*li% ntr n""ot-n""ot p+ tin"%t !n" #& +l& #l$rn ter#e'$t(
; Kon*li% &$lti #l$rn ter)+i p'il pro+$#en ter#e'$t &encipt%n +$ t$ le'ih #l$rn !n" %n &el%$%n pen)$ln %e p#r !n" #&(
Pen!e'' %on*li% #l$rn
Slh #t$ pen!e'' $t& +lh %eti+% #e#$in t$)$n( Kon*li% +pt )$" 'er#l +ri per'e+n per#ep#i(
Men"elol %on*li% #l$rn
Keti% per$#hn &en&'h #l$rn $nt$% &en$&'$h%n pen)$ln, &ere% &eni&'$l%n re#i%o penciptn %on*li% #l$rn(
M#lh-&#lh h$%$& +n eti% +l& h$'$n"n #l$rn
Bn!% per$#hn in"in &en"e&'n"%n #l$rn e%#%l$#i* $nt$% pro+$%-pro+$%n!( S$t$ #trte"i +i &n pen)$l hn! &en"i)in%n "eri tertent$ &en)$l pro+$%n! +i#e'$t +i#tri'$#i e%#%l$#i*( Ap'il pen)$l ter#e'$t &en"hr$#%n pen!l$r ini ti+% &enn"ni pro+$%-pro+$% pe#in", #trte"i ini +i#e'$t per)n)in e%#%l$#i*( Pro+$#en &ere% !n" %$t %+n"-%+n" hn! &en)$ln! %ep+ pen!l$r )i% pen!l$r ter#e'$t 'er#e+i &en"&'il #e'"in t$ #e&$ lini ter#e'$t( Pr%ti% ini +i#e'$t pe&%#n lini-pen$h /*$ll line *orcin"0( Pro+$#en 'e'# &e&ilih pen!l$rn!, tetpi h%n! $nt$% &e&'erhenti%n pen!l$r "% ter't#(
PRAK
E-'$#ine## /'i#ni# +en"n &e&n*t%n Ko&p$teri##i ele%troni% @ ti+% hr$# internet0 &en""&'r%n pen""$nn #rn ele%troni% +n plt*or& $nt$% &el%$%n 'i#ni# per$#hn( E-Co&&erce /per+"n"n &ell$i Internet ele%troni%0 'errti 'h2 per$#hn t$ #it$# &en2r%n $nt$% &el%$%n trn#%#i t$ &e&$+h%n pen)$ln pro+$% +n )# #ecr online(
( Per$#hn %li% &$rni /p$re clic%0
%ni per$#hn !n" telh &el$nc$r%n #it$# 2e' tnp e%#i#ten#i per$#hn pp$n #e'el$&n!(
'( Per$#hn rel +n %li%
Per$#hn-per$#hn !n" #$+h + !n" &en&'h%n #it$# online $nt$% in*or&#i e-co&&erce( ?l$p$n te%nn pop$ler telh &e&'eri%n plin" 'n!% perhtin %ep+ #it$# 2e' 'i#ni# %e %on#$&en /BC0, #e'enrn! %e"itn !n" +il%$%n #it$# 'i#ni# %e 'i#ni# /BB0 &lhn le'ih 'n!%( <$)$n #it$# BB +lh &e&'$t p#r &en)+i le'ih e*i#ien( D&p% 'er#ih +ri &e%ni#&e ini +lh &e&'$t hr" &en)+i le'ih trn#prn(
Rn"%$&n6
1( Se'"in 'e#r pro+$#en ti+% &en)$l 'rn"n! ln"#$n" %ep+ pe&%i %hir( Antr pro+$#en +n pe&%i %hir ter+pt #t$, 'e'erp #l$rn pe&#rn, t$ 'e'erp perntr pe&#rn !n" &el%#n%n 'er'"i *$n"#i(
( Kep$t$#n #l$rn pe&#rn &er$p%n #lh #t$ %ep$t$#n !n" plin" pentin" !n" +ih+pi &n)e&en( Sl$rn !n" +ipilih per$#hn #n"t &e&pen"r$hi #e&$ %ep$t$#n pe&#rn linn!(
7( Per$#hn-per$#hn &en""$n%n perntr p'il &ere% %e%$rn"n #$&'er +! %e$n"n $nt$% &el%$%n pe&#rn ln"#$n", p'il pe&#rn ln"#$n" ti+% pr%ti# $nt$% +il%$%n, +n p'il per$#hn +pt &e&peroleh !n" le'ih 'n!% +en"n &en""$n%n perntr( >$n"#i ne"o#i#i, pe&e#nn, pe&'i!n, pen"&'iln re#i%o, pe&ili%n *i#i%, pe&'!rn +n %epe&ili%n h%(
8( Pro+$#en &e&p$n!i 'n!% lternti* $nt$% &encpi pe&%i %hir( Mere% +pt &en)$l ln"#$n" t$ &en""$n%n #l$rn #t$ tin"%t, +$ tin"%t, t$ ti" tin"%t( Penent$n )eni# #l$rn &n %n +i"$n%n &e&erl$%n nli#i# %e'$t$hn peln""n, per$&$#n t$)$n #l$rn, +n i+enti*i%#i +n e.l$#i lternti*-lternti* $t&, ter&#$% )eni# +n )$&lh perntr !n" terli't +l& #l$rn ter#e'$t( Per$#hn ter#e'$t hr$# &enent$%n p%n &en+i#tri'$#i%n pro+$%n! #ecr e%#%l$#i*, #ele%ti*, t$ inten#i*, +n hr$# #ecr )el# &en"$ri%n #!rt +n tn""$n" )2' &#in"-&#in" n""ot #l$rn(
5( Mn)e&en #l$rn !n" e*e%ti* &e&erl$%n $p! &e&ilih perntr, &eltih +n &e&oti.#in!( <$)$nn! +lh $nt$% &e&'n"$n %e&itrn )n"% pn)n" !n" %n &en""nt$n"%n #e&$ n""ot #l$rn( M#in"-&#in" n""ot #l$rn hr$# +ie.l$#i #ecr 'er%l( S$#$nn #l$rn &$n"%in perl$ +i$'h p'il %on+i#i%on+i#i p#r 'er$'h(
( Sl$rn pe&#rn +itn+i per$'hn ter$# &ener$# +n %+n"-%+n" +r&ti#(
( Se&$ #l$rn pe&#rn &e&ili%i poten#i $nt$% &en"l&i %on*li% +n per#in"n !n" 'er#l +ri #$&'er-#$&'er #eperti t$)$n !n" #lin" 'ertentn"n, pern +n h% !n" ti+% +ir$&$#%n +en"n )el#, per'e+n per#ep#i, +n h$'$n"n !n" #lin" ter"nt$n"( Per$#hn-per$#hn +pt &en"elol %on*li% #l$rn +en"n &e&per)$n"%n ##rn !n" #n"t '"$#, #lin" 'ert$%r orn" +i ntr +$ tin"%t #l$rn t$ le'ih, %oopt#i +$%$n"n pe&i&pin +l& n'er'"i '"in #l$rn !n" 'er'e+, +n +oron"n %en""otn 'er#& +i +l& +n +i ntr perhi&p$nn-perhi&p$nn +"n"(
( S$#$nn #l$rn +i#erh%n p+ per$#hn ter#e'$t, tetpi + &#lh h$%$& +n &#lh eti% tertent$ !n" hr$# +iperti&'n"%n &en!n"%$t pr%ti%-pr%ti% #eperti per)n)in t$ 2il!h e%#%l$#i*, per#et$)$n !n" &en"i%t, +n h%-h% pen!l$r(
( E-co&&erce telh &en)+i #e&%in pentin" %eti% per$#hn &en"n$t #i#te& 'ric%-n+-clic% /per$#hn rel +n %li%0( Inte"r#i #l$rn hr$# &en"%$i %e%$tn !n" &enon)ol +ri pen)$ln online +n o**line #ert &e&%#i&l%n %ontri'$#i pt$n"n &ere%(