电子商务管理视角_CH02电子市场结构、机制、经济和影响.ppt

Chapter2 E Marketplaces Structures Mechanisms Economics andImpacts电子市场 结构 机制 经济和影响 LearningObjectives Definee marketplacesandlisttheircomponents Listthemajortypesofe marketplacesanddescribetheirfeatures DescribethevarioustypesofECintermediariesandtheirroles Describeelectroniccatalogs shoppingcarts andsearchengines Describethemajortypesofauctionsandlisttheircharacteristics LearningObjectives Discussthebenefits limitations andimpactsofauctions Describebarteringandnegotiatingonline Definem commerceandexplainitsroleasamarketmechanism Discusscompetitioninthedigitaleconomy Describetheimpactofe marketplacesonorganizationsandindustries 2 1E Marketplaces e marketplaceAnonlinemarket usuallyB2B inwhichbuyersandsellersexchangegoodsorservices thethreetypesofe marketplacesareprivate public andconsortia 2 1E Marketplaces 2 1E Marketplaces 1marketspaceAmarketplaceinwhichsellersandbuyersexchangegoodsandservicesformoney orforothergoodsandservices butdosoelectronically 2 1E Marketplaces CustomersSellersProductsandservicesdigitalproductsGoodsthatcanbetransformedtodigitalformatanddeliveredovertheInternetInfrastructurer FrontendBackendIntermediariesThirdpartiesthatoperatesbetweensellersandbuyersOtherbusinesspartnersSupportservices 2E MarketplaceComponentsandParticipants 2 1E Marketplaces frontendTheportionofane seller sbusinessprocessesthroughwhichcustomersinteract includingtheseller sportal electroniccatalogs ashoppingcart asearchengine andapaymentgatewaybackendTheactivitiesthatsupportonlineorderfulfillment inventorymanagement purchasingfromsuppliers paymentprocessing packaging anddelivery 2 2TypesofE Marketplaces FromStorefrontstoPortals 1storefrontAsinglecompany sWebsitewhereproductsorservicesaresold2e mall onlinemall AnonlineshoppingcenterwheremanyonlinestoresarelocatedVisualizationandvirtualrealtyinshoppingmalls 2 2TypesofE Marketplaces FromStorefrontstoPortals 3TypesofStoresandMallsGeneralstores mallsSpecializedstores mallsRegionalversusglobalstoresPure playonlineorganizationsversusclick and mortarstores 2 2电子市场类型 2 2TypesofE Marketplaces FromStorefrontstoPortals 4TypesofE Marketplacesprivatee marketplacesOnlinemarketsownedbyasinglecompany maybeeithersell sideand orbuy sidee marketplacessell sidee marketplaceAprivatee marketplaceinwhichonecompanysellseitherstandardand orcustomizedproductstoqualifiedcompaniesbuy sidee marketplaceAprivatee marketplaceinwhichonecompanymakespurchasesfrominvitedsuppliers 2 2TypesofE Marketplaces FromStorefrontstoPortals 4TypesofE Marketplacespublice marketplacesB2Bmarketplaces usuallyownedand ormanagedbyanindependentthirdparty thatincludemanysellersandmanybuyers alsoknownasexchanges 2 2TypesofE Marketplaces FromStorefrontstoPortals AsinglepointofaccessthroughaWebbrowsertobusinessinformationinsideand oroutsideanorganization TypesofPortalsCommercial public CorporatePublishingPersonalMobileVoiceKnowledge 5informationportal 2 2电子市场类型 2 3Transactions Intermediation andProcessinE Commerce 1Sellers Buyers andTransactionsAseller retailer wholesaler ormanufacturer sellstocustomersThesellerbuysfromsuppliers eitherrawmaterial asamanufacturer orfinishedgoods asaretailer 2 3电子商务业务 流程与中介 2 3Transactions Intermediation andProcessinE Commerce 2TheRolesandValueofIntermediariesinE marketplacesinfomediariesElectronicintermediariesthatprovideand orcontrolinformationflowincyberspace oftenaggregatinginformationandsellingittoothers 2 3Transactions Intermediation andProcessinE Commerce AbrokerisacompanythatfacilitatestransactionsbetweenbuyersandsellersTypesofbrokersBuy sellfulfillmentVirtualmallMetamediaryBountySearchagentShoppingfacilitator 2 3Transactions Intermediation andProcessinE Commerce Intermediariescanaddressthefollowingfiveimportantlimitationsofdirectinteraction SearchcostsLackofprivacyIncompleteinformationContractriskPricinginefficiencies 2 3Transactions Intermediation andProcessinE Commerce e distributorAne commerceintermediarythatconnectsmanufacturerswithbusinessbuyers customers byaggregatingthecatalogsofmanymanufacturersinoneplace theintermediary sWebsite 2 3Transactions Intermediation andProcessinE Commerce 3DisintermediationnreintermediationdisintermediationEliminationofintermediariesbetweensellersandbuyersreintermediationEstablishmentofnewintermediaryrolesfortraditionalintermediariesthathavebeendisintermediated orfornewcomers 2 3电子商务业务 流程与中介 2 4ElectronicCatalogsandOtherMarketMechanisms 1electroniccatalogsThepresentationofproductinformationinanelectronicform thebackboneofmoste sellingsitesThreedimensionsofelectroniccatalogs ThedynamicsoftheinformationpresentationThedegreeofcustomizationIntegrationwithbusinessprocesses 2 4电子目录与其他市场机制 2 4ElectronicCatalogsandOtherMarketMechanisms 2 1searchengineAcomputerprogramthatcanaccessdatabasesofInternetresources searchforspecificinformationorkeywords andreporttheresults2 2software intelligent agentSoftwarethatcanperformroutinetasksthatrequireintelligence 2 4ElectronicCatalogsandOtherMarketMechanisms 3electronicshoppingcartAnorder processingtechnologythatallowscustomerstoaccumulateitemstheywishtobuywhiletheycontinuetoshop 2 5AuctionsasECMarketMechanisms 1auctionAcompetitiveprocessinwhichasellersolicitsconsecutivebidsfrombuyers forwardauctions orabuyersolicitsbidsfromsellers backwardauctions Pricesaredetermineddynamicallybythebids 2 5AuctionsasECMarketMechanisms 2TraditionalAuctionsversusE AuctionsLimitationsoftraditionalofflineauctionsrapidprocessgivespotentialbuyerslittletimetomakeadecisionelectronicauction e auction Auctionsconductedonline3dynamicpricingPricesthatchangebasedonsupplyanddemandrelationshipsatanygiventime 2 5AuctionsasECMarketMechanisms TypesofAuctions 1 Onebuyer oneseller 2 Oneseller manypotentialbuyersforwardauctionAnauctioninwhichasellerentertainsbidsfrombuyers Biddersincreasepricesequentially 2 5AuctionsasECMarketMechanisms 3 Onebuyer manypotentialsellersreverseauction biddingortenderingsystem Auctioninwhichthebuyerplacesanitemforbid tender onarequestforquote RFQ system potentialsuppliersbidonthejob withthepricereducingsequentially andthelowestbidwins primarilyaB2BorG2Bmechanism name your own price modelAuctionmodelinwhichawould bebuyerspecifiestheprice andotherterms heorsheiswillingtopaytoanywillingandableseller ItisaC2BmodelthatwaspioneeredbyP 2 5作为电子市场机制的拍卖 2 5AuctionsasECMarketMechanisms 4 Manysellers manybuyersdoubleauctionAuctionsinwhichmultiplebuyersandtheirbiddingpricesarematchedwithmultiplesellersandtheiraskingprices consideringthequantitiesonbothsides 2 5AuctionsasECMarketMechanisms 4 1BenefitsofE AuctionsBenefitstoSellersBenefitstoBuyersBenefitstoE Auctioneers4 2LimitationsofE AuctionsMinimalsecurityPossibilityoffraudLimitedparticipation 2 5AuctionsasECMarketMechanisms 4 3ImpactsofAuctionsAuctionsasacoordinationmechanismAuctionsasasocialmechanismtodetermineapriceAuctionsasahighlyvisibledistributionmechanismAuctionsasanECcomponent 2 6BarteringandNegotiatingOnline 1OnlineBarteringbarteringTheexchangeofgoodsorservicese bartering electronicbartering Barteringconductedonline usuallyinabarteringexchangebarteringexchangeAmarketplaceinwhichanintermediaryarrangesbartertransactions 2 6BarteringandNegotiatingOnline 2OnlineNegotiatingNegotiatedpricingcommonlyisusedforexpensiveorspecializedproductsNegotiatedpricesalsoarepopularwhenlargequantitiesarepurchasedMuchlikeauctions negotiatedpricesresultfrominteractionsandbargainingamongsellersandbuyers 2 7E CommerceintheWirelessEnvironment mobilecomputingUseofportabledevices includingsmartcellphones usuallyinawirelessenvironment Itpermitsreal timeaccesstoinformation applications andtoolsthat untilrecently wereaccessibleonlyfromadesktopcomputer mobilecommerce m commerce E commerceconductedviawirelessdevicesm businessThebroadestdefinitionofm commerce inwhiche businessisconductedinawirelessenvironment 2 7E CommerceintheWirelessEnvironment 1TheMobilityRevolutionOrganizationsareembracingmobilizedcomputingtechnologiesforseveralreasons ImprovedproductivityofworkersinthefieldWirelesstelecomsupportformobilityisgrowingquicklyMoreapplicationscanrunbothonlineandofflineThepricesofnotebookcomputers wirelesshandhelds andsmartphonescontinuetofallastheircapabilitiesincrease 2 7E CommerceintheWirelessEnvironment 2ThePromiseofM Commercelocation basedcommerce LBC Anm commerceapplicationtargetedtoacustomerwhoselocation preferences andneedsareknowninrealtimeM CommerceAdoptionAlthoughtherearecurrentlymanyhurdlestothewidespreadadoptionofm commerce manycompaniesarealreadyshiftingtheirstrategytothemobileworld 2 7E CommerceintheWirelessEnvironment 1InternetecosystemThebusinessmodeloftheInterneteconomy 2 8CompetitionintheDigitalEconomyandItsImpactonIndustries 2 8CompetitionintheDigitalEconomyandItsImpactonIndustries LowersearchcostsforbuyersSpeedycomparisonsLowerpricesCustomerservice BarrierstoentryarereducedVirtualpartnershipsmultiplyMarketnichesaboundDifferentiationandpersonalization 1 CompetitiveFactors OnlineTransactionsAllow differentiationProvidingaproductorservicethatisuniquepersonalizationTheabilitytotailoraproduct service orWebcontenttospecificuserpreferences 2 8CompetitionintheDigitalEconomyandItsImpactonIndustries 2 Porter sCompetitiveAnalysisinanIndustrycompetitiveforcesmodelModeldevisedbyPorterthatsaysthatfivemajorforcesofcompetitiondetermineindustrystructureandhoweconomicvalueisdividedamongtheindustryplayersinanindustry analysisoftheseforceshelpscompaniesdeveloptheircompetitivestrategy 2 8CompetitionintheDigitalEconomyandItsImpactonIndustries 2ImpactonWholeIndustriesPatientself careisgrowingrapidlyTheamountoffreemedicalinformationisexplodingPatientempowermentisgainingimportanceIncreasingelectronicinteractionamongpatients hospitals pharmacies etc 2 8CompetitionintheDigitalEconomyandItsImpactonIndustries 2ImpactonWholeIndustriesIncreasingdigitalhospitalandotherhealth carefacilitiesDatacollectedaboutpatientsisgrowinginamountandqualityEasyandsharedaccesstopatientdataEldercareandspecialtypesofcareareimprovingsignificantlyduetowirelesssystemsIncreasingneedtoprotectpatientprivacyandcontaincost 2 8CompetitionintheDigitalEconomyandItsImpactonIndustries 2 9ImpactsofEConBusi