电子商务：管理视角 CH16.ppt

2008PearsonPrenticeHall ElectronicCommerce2008 EfraimTurban etal Chapter16 LaunchingaSuccessfulOnlineBusinessandECProjects 16 2 LearningObjectives Understandthefundamentalrequirementsforinitiatinganonlinebusiness Describetheprocessofinitiatingandfundingastart upe businessorlargee project UnderstandtheprocessofaddingECinitiativestoanexistingbusiness Describetheissuesandmethodsoftransforminganorganizationintoane business DescribetheprocessofacquiringWebsitesandevaluatingbuildingversushostingoptions 16 3 LearningObjectives Understandtheimportanceofprovidingandmanagingcontentanddescribehowtoaccomplishthis EvaluateWebsitesondesigncriteria suchasappearance navigation consistency andperformance UnderstandhowsearchengineoptimizationmayhelpaWebsiteobtainhighplacementinsearchengines 16 4 LearningObjectives Understandhowtoprovidesomemajorsupporte services Understandtheprocessofbuildinganonlinestorefront Beabletobuildanonlinestorefrontwithtemplates 16 5 StartingaNewOnlineBusiness AnE Start UpIsaStart UpAne start upisbasicallyastart upand assuch mustconsideralltheissuesfacedbyaphysicalstartupGuidelinestoavoiddot comfailures ThegrowthrateofthemarketyouplantoenterThetimingofyourmarketentryTherevenueflowWhatcycleamarketisin 16 6 StartingaNewOnlineBusiness StepsinCreatingaNewCompanyorAddinganOnlineProjectIdentifyaconsumerorbusinessneedinthemarketplaceInvestigatetheopportunityDeterminethebusinessowner sabilitytomeettheneed 16 7 StartingaNewOnlineBusiness Five secrets tohelpyoucomeupwiththenextbigthing DoyourhomeworkAimforexcitementWhittle shape iterate repeatGetrealAvoidcreatingagizmo 16 8 StartingaNewOnlineBusiness OnlineBusinessPlanningbusinessplanAwrittendocumentthatidentifiesacompany sgoalsandoutlineshowthecompanyintendstoachievethegoalsandatwhatcostbusinesscaseAdocumentthatjustifiestheinvestmentofinternal organizationalresourcesinaspecificapplicationorproject 16 9 StartingaNewOnlineBusiness FundingaNewOnlineBusinessFirstroundofinitialfundingangelinvestorAwealthyindividualwhocontributespersonalfundsandpossiblyexpertiseattheearlieststageofbusinessdevelopmentincubatorAcompany university ornonprofitorganizationthatsupportsbusinessesintheirinitialstagesofdevelopment 16 10 StartingaNewOnlineBusiness Secondroundfinancingventurecapital VC Moneyinvestedinabusinessbyanindividual agroupofindividuals venturecapitalists orafundingcompanyinexchangeforequityinthebusinessAdditionalfunding AlargepartnerTheinitialpublicoffering IPO 16 11 AddingE CommerceInitiativesorTransformingtoanE Business AddingECInitiativestoanExistingBusinessThemostcommonadditionsare AstorefrontAportalE procurementAuctionsandreverseauctionsOtherinitiatives 16 12 AddingE CommerceInitiativesorTransformingtoanE Business TransformationtoanE BusinessWhatisorganizationaltransformation Howanorganizationcanbetransformedintoane businessBusinessprocessreengineeringBusinessprocessmanagement BPM Softwaretoolsforfacilitatingtransformationtoe businessChangemanagement 16 13 AddingE CommerceInitiativesorTransformingtoanE Business businessprocessmanagement BPM Methodforbusinessrestructuringthatcombinesworkflowsystemsandredesignmethods coversthreeprocesscategories people to people systems to systems andsystems to peopleinteractions 16 14 BuildingorAcquiringaWebSite ClassificationofWebSitesinformationalWebsiteAWebsitethatdoeslittlemorethanprovideinformationaboutthebusinessanditsproductsandservicesinteractiveWebsiteAWebsitethatprovidesopportunitiesforthecustomersandthebusinesstocommunicateandshareinformation 16 15 BuildingorAcquiringaWebSite attractorsWebsitefeaturesthatattractandinteractwithvisitorsinthetargetstakeholdergrouptransactionalWebsiteAWebsitethatsellsproductsandservicescollaborativeWebsiteAsitethatallowsbusinesspartnerstocollaborate 16 16 BuildingorAcquiringaWebSite StepsinBuildingaWebSiteSelectaWebhostRegisteradomainnameCreateandmanagecontentDesigntheWebsiteConstructtheWebsiteandtestMarketandpromotetheWebsite 16 17 WebSiteHostingandObtainingaDomainName WebHostingOptionsstorebuilderserviceAhostingservicethatprovidesdiskspaceandservicestohelpsmallandmicrobusinessesbuildaWebsitequicklyandcheaply 16 18 WebSiteHostingandObtainingaDomainName ApurehostingserviceWebhostingserviceAdedicatedWebsitehostingcompanythatoffersawiderangeofhostingservicesandfunctionalitytobusinessesofallsizesmirrorsiteAnexactduplicateofanoriginalWebsitethatisphysicallylocatedonaWebserveronanothercontinentorinanothercountryco locationAWebserverownedandmaintainedbythebusinessisgiventoaWebhostingservicethatmanagestheserver sconnectiontotheInternet 16 19 WebSiteHostingandObtainingaDomainName ISPhostingserviceAhostingservicethatprovidesanindependent stand aloneWebsiteforsmallandmedium sizedbusinessesself hostingWhenabusinessacquiresthehardware software staff anddedicatedtelecommunicationsservicesnecessarytosetupandmanageitsownWebsite 16 20 WebSiteHostingandObtainingaDomainName RegisteringaDomainNamedomainnameAname basedaddressthatidentifiesanInternet connectedserver Usually and org etc domainnameregistrarAbusinessthatassistsprospectiveWebsiteownerswithfindingandregisteringthedomainnameoftheirchoice 16 21 ContentCreation Delivery andManagement contentThetext images sound andvideothatmakeupaWebpageCategoriesandTypesofContentdynamicWebcontentContentthatmustbekeptup to datecommoditycontentInformationthatiswidelyavailableandgenerallyfreetoaccessontheWeb 16 22 ContentCreation Delivery andManagement 16 23 ContentCreation Delivery andManagement PrimaryandsecondarycontentPrimarycontentisinformationabouttheproductitselfSecondarycontentoffersmarketingopportunities 16 24 ContentCreation Delivery andManagement Secondarycontentcross sellingOfferingsimilarorcomplementaryproductsandservicestoincreasesalesup sellingOfferinganupgradedversionoftheproductinordertoboostsalesandprofitPromotionComment 16 25 ContentCreation Delivery andManagement CreationorAcquisitionBuyingcontentBuyingfromasyndicatorsyndicationThesaleofthesamegood e g digitalcontent tomanycustomers whothenintegrateitwithotherofferingsandresellitorgiveitawayfreeWebsyndicationAformofsyndicationinwhichasectionofaWebsiteismadeavailableforothersitestouse 16 26 ContentCreation Delivery andManagement RSSAnXMLformatforsyndicatingandsharingWebcontentpodcastAmediafiledistributedovertheInternetusingsyndicationfeeds AcollectionofaudiofilesinMP3formatRepresentativecontent relatedvendorsContentdeliverynetworks 16 27 ContentCreation Delivery andManagement personalizedcontentWebcontentthatmatchestheneedsandexpectationsoftheindividualvisitorDeliveringcontentbye newslettere newsletterAcollectionofshort informativearticlessentatregularintervalsbye mailtoindividualswhohaveaninterestinthenewsletter stopicWritingeffectivecontent 16 28 ContentCreation Delivery andManagement ContentManagementandMaintenancecontentmanagementTheprocessofadding revising andremovingcontentfromaWebsitetokeepcontentfresh accurate compelling andcredible 16 29 ContentCreation Delivery andManagement ContenttestingandupdatingMeasuringcontentqualityPitfallsofcontentmanagementContentremovalContentmanagementsoftware 16 30 ContentCreation Delivery andManagement CatalogContentandItsManagementForB2Bbuyerswhoaggregatesuppliers catalogsontheirownWebsites contentmanagementbeginswithengagingsuppliersandthencollecting standardizing classifying hosting andcontinuallyupdatingtheircatalogdataContentMaximizationandStreamingServicesManycompaniesprovidemedia richcontent suchasvideoclips music orFlashmedia inanefforttoreachtheirtargetaudiencewithanappealingmarketingmessage 16 31 WebSiteDesign informationarchitectureHowthesiteanditsWebpagesareorganized labeled andnavigatedtosupportbrowsingandsearchingthroughouttheWebsite 16 32 WebSiteDesign ConsistencyResponsetimeAppearanceQualityAssuranceAvailability InteractivityContentUsabilitySecurityScalability WebSiteDesignCriteriaNavigation 16 33 WebSiteDesign 16 34 WebSiteDesign sitenavigationAidsthathelpvisitorsfindtheinformationtheyneedquicklyandeasilySitemapandnavigationFrameAnHTMLelementthatdividesthebrowserwindowintotwoormoreseparatewindowsPerformanceColorsandGraphics 16 35 WebSiteDesign 16 36 WebSiteDesign usability ofWebsite Thequalityoftheuser sexperiencewheninteractingwiththeWebsite 16 37 WebSiteDesign Factorsthatmeasureusability EaseoflearningEfficiencyofuseMemorabilityErrorfrequencyandseveritySubjectivesatisfaction 16 38 ProvidingE CommerceSupportServices WhoBuildstheWebSite Payments AcceptingCreditCardscard not present CNP transactionAcreditcardtransactioninwhichthemerchantdoesnotverifythecustomer ssignature 16 39 ProvidingE CommerceSupportServices Anonlinebusinessthatwantstoacceptcreditcardsmust OpenamerchantaccountPurchasecreditcardprocessingsoftwareIntegratethecreditcardprocessingsoftwareintothetransactionsystem 16 40 ProvidingE CommerceSupportServices WebSitePromotionInternalWebsitepromotionsignaturefileAsimpletextmessageane mailprogramautomaticallyaddstooutgoingmessagessearchengineoptimization SEO TheapplicationofstrategiesintendedtopositionaWebsiteatthetopofWebsearchengines 16 41 ProvidingE CommerceSupportServices CustomerRelationshipManagementThefirststeptobuildingcustomerrelationshipsistogive