期末复习——电子商务(双语).docx

E-businessA broader definition of EC, which includes not just the buying and selling of goods and services, but also servicing customers, collaborating with business partners and conducting electronic transactions within an organization.Brick-and-Mortar organizations：old-economy organizations that perform most of their business off-line, selling physical products by means of physical agents.Virtual organizations: organization that conduct their business activities solely online.Click-and-mortar organization: that conduct some e-commerce activities, but do their primary business in the physical world.We can describe business model from two facets: Revenue models and Value proposition一、Revenue models：Description of how the company or an EC project will earn revenue.SalesTransaction fees : based on the volume of transaction; levied per transactionSubscription fees（会员费）Advertising feesAffiliate fees（准入费）Other revenue sources：licensing fees（执照费用）二、Value proposition：The benefits a company can derive from using EC.Search and transaction cost efficiency Faster and more informed decision makingWider product and service selectionEconomies of scale and scopeComplementaritiesBundling together to provide more value than separatelyLock-inSignificant switching cost Network externality Novelty Creates value through innovative waysValue to customerLower priceConveniencePersonalization（人格化）Typical business models in EC1、Online direct marketing（网络直销）2、Electronic tendering systems (reverse auction逆向拍卖、招标系统)：Model in which a buyer requests would-be sellers to submit bids, and the lowest bidder wins.3、Name your own price（反向定价）: Model in which a buyer sets the price he or she is willing to pay and invites sellers to supply the good or service at that price.4、Find the best price（比价网站）5、Affiliate marketing(联属网络营销、网络联盟营销):An arrangement where by a marketing partner (a business, an organization, or even an individual) refers consumers to the selling companys web site.6、Viral marketing（病毒营销）: Word-of-mouth marketing in which customers promote a product or service to friends or other people.7、Group purchasing(e-co-ops团购): Quantity purchasing that enables groups of purchasers to obtain a discount price on the products purchased.8、Online auction（在线拍卖）9、Product and service customization（产品与服务定制戴尔）10、Electronic marketplaces and exchanges（电子市场交易所）11、Value chain integrators（价值链整合）12、Value chain service providers（第三方平台支付宝、顺丰）13、Information brokers（信息中介Yahoo、Baidu）14、Bartering（以物易物）15、Deep discounting（深度折扣唯品会）16、membership（会员制）17、supply chain improves The Benefits of EC一、Benefits to organizationsGlobal reachCost reductionSupply chain improvementsExtended hours（时间延伸）：24/7/365CustomizationNew business modelsVendors specialization（供应专业化）Rapid time-to-marketLower communication costsEfficient procurementImproved customer relationsUp-to-date company materialNo city business permits and feesOther benefits二、Benefits to consumersUbiquity（到处存在）More products and servicesCheaper products and servicesInstant deliveryInformation availabilityParticipation in auctionsElectronic communitiesGet it your wayNo sales tax三、Benefits to societyTelecommuting（远距离工作）Higher standard of living Homeland securityHope for the poorAvailability of public servicesThe Limitations of EC一、Technical limitations of ECLack of standards for quality, security,and reliability（可靠性）.Insufficient telecommunications bandwidth.Software development tools are still evolving.It is difficult to integrate the Internet and EC software with some existing applications and databases.Special web servers are needed in addition to the network servers.In some place Internet accessibility is still expensive and inconvenientOrder fulfillment of large-scale B2C requires special automated warehouses二、Nontechnical LimitationsSecurity and privacy concerns deter customers from buying .Lack of trust in EC and in unknown sellers hinders buying Many legal and public policy issues, including taxation, are as yet unresolvedNational and international government regulations sometimes get in the wayIt is difficult to measure some benefits of EC.Customers are resistant to the change from a real to a virtual store.MarketspaceIn which sellers and buyers exchange goods and services for money(or for other goods and services),but do so electronically.*Market space componentsCustomers、Sellers、Products（digital products）、Infrastructure（公共建设）、front end、back end、intermediaries、other business partners、*Types of electronic markets: from storefronts to portalsElectronic storefronts（店铺） and Electronic malls（门户）* Types of stores and mallsGeneral stores/malls、Specialized stores/malls（特定商品专卖）、Regional versus global stores、Pure online organizations versus click-and-mortar storesPublic e-marketplacesB2B marketplaces, usually owned and/or managed by an independent third party, that include many sellers and many buyers; also know as exchanges.Sell-side e-marketplacea private(私人的) e-marketplace in which a company sells either standard or customized products to qualified companies.Buy-side e-marketplacea private e-marketplace in which a company makes purchases from invited suppliers.Disintermediation（中介消失）Elimination of intermediaries between sellers and buyers.Reintermediation（中介再生）Establishment of new intermediary roles for traditional intermediaries that were disintermediated.What sells well on the InternetComputer hardware and software、Consumer electronics、Sporting goods、Office supplies、Books and music、Toys、Health and beauty、Entertainment、Apparel and clothing、Cars、Services、Jewelry、OthersCharacteristic of successful E-tailingHigh brand recognitionA guarantee provided by highly reliable or well-known vendersDigitized formatRelatively inexpensive itemsFrequently purchased itemsCommodities with standard specifications,marking physical inspection unimportantWell-known packaged items Channel conflictsituation in which an online marketing channel upsets the traditional channels due to real or perceived(感觉) damage from competitionModel of consumer behavior onlineindependent (or uncontrollable) variables自变量Personal characteristicsEnvironmental variablesSocial variablesCultural/community variablesOther environmental variablesIntervening（moderating 介入或缓解）variablesvariables are those that can be controlled by vendorsdecision-making processdependent variables因变量customer makes several decisions“to buy or not to buy?” 、“what to buy?” 、“where, when, and how much to buy?”Personalization: The matching of services, products, and advertising content to individual consumersMajor strategies（战略） used to compile（编制）user profilesSolicit information directly from the user（直接向用户征求信息）Observe what people are doing onlineBuild from previous purchase patterns（从前的购物模式）Perform marketing research /Data mining（进行市场研究/数据挖掘）Make inferences（做出推断）Limitations of online market research1、too much data may be availableneed business intelligence to organize, edit, condense, and summarize it2、accuracy of responses(准确的反应)3、loss of respondents because of equipment problems4、ethics and legality of Web tracking5、Online shoppers tend to be wealthy, employed, and well educated6、The lack of clear understanding of the online communication process and how online respondents think and interact in cyberspace* Internet advertising terminologyad views、button、page、Click (click-through or ad click)、CPM (cost per thousand impressions，千次展示费）、Hit、Visit、Unique Visit、Stickinessad views（广告浏览量）The number of times users call up a page that has a banner on it during a specific time period; known as impressions or page viewsWhy Internet advertising?Television viewers are migrating to the InternetStatistics are not readily available on ads in a print publication or on TV CostRichness of formatPersonalizationTimelinessParticipationLocation-basisDigital brandingE-supply chain management (e-SCM)The collaborative use of technology to improve the operations of supply chain activities as well as the management of supply chainsE-supply chain consists of six processes:1、Supply chain replenishment（补货）2、E-procurement3、Supply chain monitoring and control using RFID4、Inventory management using wireless Devices5、Collaborative planning（协同计划）6、Collaborative design and product development7、E-logistics（现代物流）8、Use of B2B exchanges and supply websPublic key infrastructure (PKI)a scheme for securing e-payments using public key encryption and various technical components.The two major classes of encryption（加密） : Symmetric（对称）/Private systems( with one secret key)、Asymmetric（非对称）/Public systems (with two keys)Plaintext(明文)an unencrypted massage in human-readable form.Ciphertext（密码） a plaintext message after it has been encrypted into a machine-readable form.Encryption algorithm（加密算法）the mathematical formula used to encrypt the plaintext into the ciphertext and vice versa.Digital signatures（数字签名） an identifying code that can be used to authenticate the identity of the sender of a document.include:Hash: A mathematical computation that is applied to a message, using a private key, to encrypt the message.Message digest: A summary of a message, converted into a string of digits, after the hash has been applied.Digital envelope: the combination of the encrypted original message and the digital signature, using the recipients public keySecuring EC Networks一、FirewallsA network node consisting of both hardware and software that isolates a private network from a public network.Types of Firewalls (1) Packet filtering routersfirewalls that filter data and requests moving from the public Internet to a private network based on the network addresses of the computer sending or receiving the request.（2）Application level proxyFirewalls block data and requests depending on the type of application being accessed. For instance, a firewall that permits requests for web pages to move from the public Internet to the private network.The disadvantages of Application level proxy It takes more processing time to tie particular packets to particular applications.The users on the internal network must configure their machines or browsers to send their Internet requests via the proxy server. (3)