电子商务：管理视角CH01电子商务导论.ppt

1,Chapter1,OverviewofElectronicCommerce,2,LearningObjectives,Defineelectroniccommerce(EC)anddescribeitsvariouscategories.DescribeanddiscussthecontentandframeworkofEC.DescribethemajortypesofECtransactions.DescribethedigitalrevolutionasadriverofEC.DescribethebusinessenvironmentasadriverofEC.,3,LearningObjectives,DescribesomeECbusinessmodels.DescribethebenefitsofECtoorganizations,consumers,andsociety.DescribethelimitationsofEC.DescribethecontributionofECtoorganizationsrespondingtoenvironmentalpressures.Describeonlinesocialandbusinessnetworks.,4,1.1ElectronicCommerce:DefinitionsandConcepts,1electroniccommerce(EC)Theprocessofbuying,selling,orexchangingproducts,services,orinformationviacomputernetworks,5,1.1ElectronicCommerce:DefinitionsandConcepts,ECcanbedefinedfromtheseperspectives:BusinessprocessServiceLearningCollaborationCommunity,6,1.1ElectronicCommerce:DefinitionsandConcepts,2e-businessAbroaderdefinitionofECthatincludesnotjustthebuyingandsellingofgoodsandservices,butalsoservicingcustomers,collaboratingwithbusinesspartners,andconductingelectronictransactionswithinanorganization,7,1.1ElectronicCommerce:DefinitionsandConcepts,3-1electronicmarket(e-marketplace)Anonlinemarketplacewherebuyersandsellersmeettoexchangegoods,services,money,orinformation,8,1.1ElectronicCommerce:DefinitionsandConcepts,3-2interorganizationalinformationsystemsCommunicationssystemsthatallowroutinetransactionprocessingandinformationflowbetweentwoormoreorganizations3-3intraorganizationalinformationsystemsCommunicationsystemsthatenablee-commerceactivitiestogoonwithinindividualorganizations,9,1.2TheECFramework,Classification,andContent,intranetAninternalcorporateorgovernmentnetworkthatusesInternettools,suchasWebbrowsers,andInternetprotocolsextranetAnetworkthatusestheInternettolinkmultipleintranets,10,1ECapplicationsaresupportedbyinfrastructureandbythesefivesupportareas:PeoplePublicpolicyMarketingandadvertisementSupportservicesBusinesspartnerships,1.2TheECFramework,Classification,andContent,11,12,2ClassificationofECbytheNatureoftheTransactionsorInteractionsbusiness-to-business(B2B)E-commercemodelinwhichalloftheparticipantsarebusinessesorotherorganizations,1.2TheECFramework,Classification,andContent,13,business-to-consumer(B2C)E-commercemodelinwhichbusinessesselltoindividualshopperse-tailingOnlineretailing,usuallyB2Cbusiness-to-business-to-consumer(B2B2C)E-commercemodelinwhichabusinessprovidessomeproductorservicetoaclientbusinessthatmaintainsitsowncustomers,1.2TheECFramework,Classification,andContent,14,consumer-to-business(C2B)E-commercemodelinwhichindividualsusetheInternettosellproductsorservicestoorganizationsorindividualswhoseeksellerstobidonproductsorservicestheyneedmobilecommerce(m-commerce)E-commercetransactionsandactivitiesconductedinawirelessenvironment,1.2TheECFramework,Classification,andContent,15,intrabusinessECE-commercecategorythatincludesallinternalorganizationalactivitiesthatinvolvetheexchangeofgoods,services,orinformationamongvariousunitsandindividualsinanorganizationbusiness-to-employees(B2E)E-commercemodelinwhichanorganizationdeliversservices,information,orproductstoitsindividualemployees,1.2TheECFramework,Classification,andContent,16,collaborativecommerce(c-commerce)E-commercemodelinwhichindividualsorgroupscommunicateorcollaborateonlineconsumer-to-consumer(C2C)E-commercemodelinwhichconsumersselldirectlytootherconsumerspeer-to-peer(P2P)Technologythatenablesnetworkedpeercomputerstosharedataandprocessingwitheachotherdirectly;canbeusedinC2C,B2B,andB2Ce-commerce,1.2TheECFramework,Classification,andContent,17,e-learningTheonlinedeliveryofinformationforpurposesoftrainingoreducatione-governmentE-commercemodelinwhichagovernmententitybuysorprovidesgoods,services,orinformationfromortobusinessesorindividualcitizens,1.2TheECFramework,Classification,andContent,18,exchangeApublicelectronicmarketwithmanybuyersandsellersexchange-to-exchange(E2E)E-commercemodelinwhichelectronicexchangesformallyconnecttooneanotherforthepurposeofexchanginginformation,1.2TheECFramework,Classification,andContent,19,3TheInterdisciplinaryNatureofECThemajorECdisciplinesinclude:computersience,marketing,consumerbehavior,finance,economics,MIS,accounting,businesslaw,robotics,publicadministration,andengineering,1.2TheECFramework,Classification,andContent,20,4TheFutureofECWeb2.0Thesecond-generationofInternet-basedservicesthatletpeoplecollaborateandshareinformationonlineinperceivednewwayssuchassocialnetworkingsites,wikis,communicationtools,1.2TheECFramework,Classification,andContent,21,22,23,digitaleconomyAneconomythatisbasedondigitaltechnologies,includingdigitalcommunicationnetworks,computers,software,andotherrelatedinformationtechnologies;alsocalledtheInterneteconomy,theneweconomy,ortheWebeconomy,1.3DigitalRevolutionDrivesEC,24,25,1.4BusinessEnvironmentDrivesEC,TheBusinessEnvironmentThebusinessenvironmentimpactmodelBusinesspressuresOrganizationalresponsestrategies,26,27,1.5ECBusinessModels,1businessmodelAmethodofdoingbusinessbywhichacompanycangeneraterevenuetosustainitself,28,Sixelementsofabusinessmodelincludedescriptionsof:CustomerstobeservedandthecompanysrelationshipswiththesecustomersincludingcustomersvaluepropositionAllproductsandservicesthebusinesswillofferThebusinessprocessrequiredtomakeanddelivertheproductsandservices,1.5ECBusinessModels,29,Theresourcesrequiredandtheidentificationofwhichonesareavailable,whichwillbedevelopedinhouse,andwhichwillneedtobeacquiredTheorganizationssupplychain,includingsuppliersandotherbusinesspartnersTherevenuesexpected(revenuemodel),anticipatedcosts,sourcesoffinancing,andestimatedprofitability(financialviability),1.5ECBusinessModels,30,31,FunctionsofaBusinessModelArticulateacustomervaluepropositionIdentifyamarketsegmentDefinetheventuresspecificvaluechainstructureEstimatethecoststructureandprofitpotentialDescribetheventurespositioningwithinthevaluenetworklinkingsuppliersandcustomersFormulatetheventurescompetitivestrategy,1.5ECBusinessModels,32,OnlinedirectmarketingElectronictenderingsystems.NameyourownpriceFindthebestpriceAffiliatemarketingViralmarketingGrouppurchasingOnlineauctionsProductandservicecustomizationElectronicmarketplacesandexchanges,Informationbrokers(informediaries)BarteringDeepdiscountingMembershipValue-chainintegratorsValue-chainserviceprovidersSupplychainimproversSocialnetworks,communities,andbloggingDirectsalebymanufacturersNegotiation,TypicalECBusinessModels,1.5ECBusinessModels,33,1.6BenefitsandLimitationsofEC,BenefitstoOrganizationsConsumersSocietyLimitationsTechnologicalNontechnological,34,1.7SocialandBusinessNetworks,socialnetworksWebsitesthatconnectpeoplewithspecifiedinterestsbyprovidingfreeservicessuchasphotopresentation,e-mail,blogging,etc.Business-orientednetworksaresocialnetworkswhoseprimaryobjectiveistofacilitatebusiness,35,1.8TheDigitalEnterprise,digitalenterpriseAnewbus