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.).

1. 아마존에서

2. 배우는 시장의

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

5. 경영대

6. 교수

7. since 1995
– 서울대

8. 경영대

9. MBA부학장

10. from 2013 to 2014
– Blogger since 2013
• Interests:
– Data Knowledge
– Social Network
• Contacts:
– srho@snu.ac.kr
– www.organicmedialab.com
– Facebook: sangkyu.rho
– LinkedIn: Sangkyu Rho
– Twitter: @srho77
2

11. (CC BY-SA 3.0) Sangkyu Rho, SNU Business School
Amazon, Everything Store!
3

12. (CC BY-SA 3.0) Sangkyu Rho, SNU Business School
Amazon.com in Brief
• Founder CEO: Jeff Bezos
• 1994년

13. 설립
• 1995년

14. 인터넷

15. 서점으로

16. 시작
• 1997년

17. IPO
• 2013년

18. 거래규모(GMV) 1,300억불*의

19. 미국

20. 최대

21.
인터넷

22. 소매상 (Walmart 2013년

23. 매출

24. 4,763억불
**)
* Estimation by Sangkyu Rho
** http://www.nasdaq.com/symbol/wmt/revenue-eps
4

25. (CC BY-SA 3.0) Sangkyu Rho, SNU Business School
Amazon.com in 2013
• 매출: 745억불* (성장률

26. 22%)
– Media : General Merchandise : Other
= 29% : 66% : 5%
– 오픈마켓거래

27. 15%
• 거래규모: 1,300억불**
• 영업이익: 7.45억불* (영업이익률

28. 1%)
• 시가총액

29. 1,500억불

30. (2014년

31. 9월

32. 현재)
• 종업원

33. 109,800여명*** (2013년말

34. 기준, Part-time
포함)
*http://phx.corporate-ir.net/phoenix.zhtml?c=97664p=irol-newsArticleID=1895485highlight=

35.
**

36. 3rd

37. party

38. seller

39. 수수료

40. 15%

41. 가정

42.
***http://online.wsj.com/news/articles/SB10001424052702304753504579285133045398344
5

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

49. 매출

50. 제외
거래규모 $476B $130B2 2. 거래수수료

51. 15%

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

54. (CC BY-SA 3.0) Sangkyu Rho, SNU Business School
13

55. (CC BY-SA 3.0) Sangkyu Rho, SNU Business School
연결된

56. 시장으로서의

57. 아마존
http://amzn.to/XsQpxb
14

58. (CC BY-SA 3.0) Sangkyu Rho, SNU Business School
연결된

59. 시장(Connected Marketplace)
• 연결된

60. 시장(Connected Marketplace)은

61. 시간과

62. 공간

63. 개념이

64.
재구성되는

65. 연결된

66. 공간(Connected Space)상에서 정보
(Information)로

67. 이루어진

68. 재화를

69. 거래하는

70. 생산자, 판매자,

71.
구매자

72. 간의

73. 네트워크(Network)이다.
Physical
Marketplace
Connected
Marketplace
거래공간 Place Connected Space
거래대상 Product Information
거래관계 Chain Network
http://organicmedialab.com/2013/01/30/3-dimensions-of-smart-economy/
15

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?

78. 판매자,

79. 구매자,

80. 협력자의

81. 참여에

82. 기반
http://organicmedialab.com/2013/07/05/why-amazon-is-social-media/19

83. (CC BY-SA 3.0) Sangkyu Rho, SNU Business School
Why Amazon is Organic Network?

84. 판매자,

85. 구매자,

86. 협력자의

87. 매개를

88. 통한

89. 네트워크의

90. 성장
20

91. (CC BY-SA 3.0) Sangkyu Rho, SNU Business School
Why Amazon is Organic Network?

92. 연결에

93. 기반한

94. 새로운

95. 컨텍스트(연결의

96. 가능성)의

97. 제공
21

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

107. 경제에서는

108. 어떻게

109. 돈을

110. 버는가?,”
http://organicmedialab.com/2013/03/21/how-to-make-money-in-
smart-economy/
• 노상규,“연결된

111. 시장과

112. 스마트

113. 경제,”
http://organicmedialab.com/2013/01/21/connected-marketplace/
• 노상규,“스마트

114. 경제의

115. 3가지

116. 측면,”
http://organicmedialab.com/2013/01/30/3-dimensions-of-smart-
economy/
• 윤지영,“왜

117. 아마존은

118. 소셜

119. 미디어인가?,”
http://organicmedialab.com/2013/07/05/why-amazon-is-social-
media/
30

120. (CC BY-SA 3.0) Sangkyu Rho, SNU Business School
Recommended Readings
• 노상규, 스마트

121. 경제와

122. 네트워크

123. 비즈니스, http://
networkbusiness.pressbooks.com, 2014.
• 윤지영, 오가닉

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

125. Any Questions?
srho@snu.ac.kr
www.organicmedialab.com
Facebook: sangkyu.rho
LinkedIn: Sangkyu Rho
Twitter: @srho77