PublicBBEchanges电子商务英文版

PrenticeHall 2003 1 Chapter6PublicB2BExchanges PrenticeHall 2003 2 LearningObjectives Listthevarioustypesofe marketplacesDescribeB2BportalsDescribethird partyexchangesDistinguishbetweene procurementande sellingconsortiaDescribethevariousownershipandrevenuemodelsofexchangesDescribethesupportmechanismsofferedbyexchanges includingauctions PrenticeHall 2003 3 LearningObjectives cont DescribenetworksofexchangesandexchangemanagementDescribethecriticalsuccessfactorsofexchangesDiscussimplementationanddevelopmentissuesofe marketplacesandexchangesDescribethemajorsupportservicesofB2BDescribetheextranetanditsroleinsupportingmarketplacesandexchanges PrenticeHall 2003 4 ChemConnect TheWorldChemicalExchange TheProblemThousandsofcompaniestraderawandpartiallyprocessedchemicalsandplasticsdailyBeforetheInternetthetradingprocesswasslow fragmented ineffective costlyAsaresult BuyerspaidtoomuchSellershadhighexpensesIntermediarieswereneededfortosmooththeprocess PrenticeHall 2003 5 ChemConnect cont TheSolutionProvidesfreemembershipintradingmarketplacesandinformationportalsPublicexchangefloorforanonymousbidsCommoditiesfloorforbuyingandexchangingCorporatetradingrooms privateonlineauctionsUp to the minutemarketinformationLargeelectroniccatalogIndependentintermediary PrenticeHall 2003 6 ChemConnect cont TheResultsInChemConnecttradingroomscompaniescansaveupto15 injust30minutesofreverseauctionChemConnectisgrowingrapidly addingmembersandincreasingtradingvolumeeachyear PrenticeHall 2003 7 B2BExchanges Publice marketplaces publicexchanges tradingvenuesopentoallinterestedparties sellersandbuyers andusuallyrunbythirdpartiesExchange amany to manye marketplace Alsoknownase marketplaces e markets andtradingexchanges PrenticeHall 2003 8 B2BExchanges cont Marketmaker thethird partythatoperatesanexchange andinmanycases alsoownstheexchange CompaniesthatuseexchangesarepleasedwiththemandplantoincreasethenumberofexchangestheyparticipateTradersexpecttomorethandoublethevalueoftransactionsthattheydothroughtheexchanges PrenticeHall 2003 9 Exhibit6 1TradingCommunities InformationFlowandAccesstoInformation PrenticeHall 2003 10 ClassificationsofExchanges Systematicsourcing purchasingdoneinlong termsupplier buyerrelationshipsSpotsourcing unplannedpurchasesmadeastheneedarisesVerticalexchange anexchangeswhosemembersareinoneindustryorindustrysegmentHorizontalexchange anexchangesthathandlesmaterialstradedinseveraldifferentindustries PrenticeHall 2003 11 Exhibit6 2ClassificationsofB2BExchanges PrenticeHall 2003 12 B2BExchanges DynamicpricingOwnershipofexchangesGovernanceOrganizationofexchangesGainsandrisksofB2Bexchangeparticipation PrenticeHall 2003 13 DynamicPricing Dynamicpricing arapidmovementofpricesovertime andpossiblyacrosscustomers asaresultofsupplyanddemandStockexchangessometimeschangeminutebyminuteAuctionpricesvaryallthetime PrenticeHall 2003 14 DynamicPricing cont TypicalprocessthatresultsindynamicpricinginmostexchangesAcompanylistsabidtobuyaproductoranoffertoselloneBuyersandsellerscanseethebidsandoffers anonymityisoftenakeyingredientofdynamicpricing PrenticeHall 2003 15 DynamicPricing cont Buyersandsellersinteractinrealtimewiththeirownbidsandoffers jointogethertoobtainavolumediscountprice grouppurchasing Adealisstruckwhenthereisanexactmatchbetweenabuyerandaselleronprice volume andothervariablessuchaslocationorqualityThedealisconsummated andpaymentanddeliveryarearranged PrenticeHall 2003 16 OwnershipofExchanges Anindustrygiant IBM Aneutralentrepreneur athird partyintermediary ChemC Theconsortia orco op severalindustryplayerssetupanexchange C PrenticeHall 2003 17 Governance ExchangesgovernedbyguidelinesandrulesHowtheexchangeoperatesWhattherequirementsaretojointheexchangeWhatfeesareinvolvedWhatrulesneedtobefollowed PrenticeHall 2003 18 Governance cont SecurityandprivacyfordocumentsContracttermsbetweenanexchangeandbuyers sellersAssurancesthattheexchangeisfair PrenticeHall 2003 19 OrganizationofExchanges MembershipGeneraterevenueTransactionandotherfeesRegistrationfeesAnnualmembershipfeesqualificationprocessdepositmayberequiredLimitssetonhowmucheachmembercantrade PrenticeHall 2003 20 OrganizationofExchanges cont SiteaccessandsecurityInformationshouldbecarefullyprotected competitorscongregateinthesameexchangePreventillegaloffersandbidsListofindividualswhoareauthorizedtorepresenttheparticipatingcompanies PrenticeHall 2003 21 Exhibit6 3ServicesinExchanges PrenticeHall 2003 22 Exhibit6 4GainsandRisksofB2BExchanges PrenticeHall 2003 23 B2BPortals B2Bportals informationportalsforbusinessesThomasregister facilitatesbusinesstransactionsforMROsADatabaseReverseauctionsFeaturesandServicesRevenuemodelVortals B2Bportalsthatfocusonasingleindustryorindustrysegment verticalportals PrenticeHall 2003 24 Third Party Trading Exchanges ElectronicintermediariesDonotfavoreithersellersorbuyers neutralwithoutabuilt inconstituencyofsellersorbuyerstheyhaveaproblemattractingenoughbuyersandsellerstoattainfinancialviabilityLiquidity theresultofhavingasufficientnumberofparticipantsinthemarketplaceaswellasasufficienttransactionvolume PrenticeHall 2003 25 Exhibit6 6SupplierAggregationModel PrenticeHall 2003 26 Exhibit6 7BuyerAggregationModel PrenticeHall 2003 27 SuitabilityofThird PartyExchanges FragmentedmarketsMarketsthathavelargenumbersofbothbuyersandsellersMainlysuitableforMROsBuyer concentratedmarkets severallargecompaniesselltoaverylargenumberofbuyersSeller concentratedmarkets severallargecompaniesdomostofthebuyingfromalargenumberofsuppliers PrenticeHall 2003 28 ConsortiumTradingExchanges CTE CTE consortium anexchangeformedandoperatedbyagroupofmajorcompaniestoprovideindustry widetransactionservicesVertical purchasing orientedHorizontal purchasing orientedVertical selling orientedHorizontal selling oriented PrenticeHall 2003 29 Purchasing Oriented Procurement Consortia E ProcurementConsortiacanbe Verticalpurchasing orientedAlltheplayersareinthesameindustrySupportbuyingandsellingHorizontalpurchasing orientedOwner operatorsarelargecompaniesfromdifferentindustriesImprovingthesupplychain PrenticeHall 2003 30 Covisint Covisint e marketofautomotiveindustryB2Bintegratedbuy sidemarketplaceGeneralMotorsFordDaimlerChryslerEntireindustrygainsLowercostsEasierbusinesspracticesIncreasedefficiency PrenticeHall 2003 31 Covisint cont Co standsforConnectivityCollaborationCommunication Vis standsforvisibilityprovidedbytheInternet Int standsforintegratedsolutions PrenticeHall 2003 32 Covisint cont CollaborativecommerceFacilitateproductdesignEnableprocurementprocessProvidebroadmarketplaceofbuyersandsuppliersVerticalconsortiatradingexchangeFewlargebuyersManysellers supplierstotheindustry PrenticeHall 2003 33 Covisint cont Marketplace sconnectivityintegratesbuyersandsellersintoasinglenetworkFlowofinformationintegratesbuyersandsellersintoasinglenetworkVisibilityprovidesreal timeinformationfor FastdecisionmakingCommunicationthroughoutthesupplychain anywhereintheworld PrenticeHall 2003 34 Covisint cont WebuseallowschangestobesentsimultaneouslyandinstantlythroughoutitsentiresupplychainTheresult LessneedforcostlyinventoryinthesupplychainIncreasedabilitytorespondquicklytomarketchanges PrenticeHall 2003 35 Covisint cont Oneofthemajorobjectivesoftheexchangeistofacilitateproductdesign Offersbest of breedfunctionalityAbilitytointegrateprovidersacrossthesupplychaincreates collaborativecommerce Enablese procurementProvidesbroadmarketplaceofbuyersandsuppliersAccessesawealthofsupplychainexpertiseandexperience PrenticeHall 2003 36 ConsortiumTradeExchanges Selling orientedconsortiaVerticalexchangesThousandsofpotentialbuyerswithinaparticularindustryLegalchallengesforB2BconsortiaExchangesintroducealevelofcollaborationamongbothcompetitorsandbusinesspartnersAntitrustandothercompetitionlawsmustbeconsidered PrenticeHall 2003 37 CriticalSuccessFactorsofConsortia SizeofindustryAbilitytodriveuseradoptionElasticity measureofincrementalspendingbybuyersasaresultofsavingsgeneratedStandardizationofcommodity likeproductsManagementofintensiveinformationflowSmoothinginefficienciesinsupplychain PrenticeHall 2003 38 DynamicTrading Dynamictrading exchangetradingthatoccursinsituationswhenpricesarebeingdeterminedbysupplyanddemand dynamicpricing Supply Demand PrenticeHall 2003 39 DynamicTrading AuctionsandMatching MatchingMarketmakersconductmatchingsupplyanddemand e g stocks Morecomplexthanauctionsbecausetheymatch PricesQuantitiesTimesLocations PrenticeHall 2003 40 DynamicTrading AuctionsandMatching AuctionsPrivatetradingrooms membersconductauctionsattheexchangeAuctionservicesmaybeoneoftheactivitiesExchangemaybefullydedicatedtoauctionsCanconductmany to manypublicauctions PrenticeHall 2003 41 NewEntranttotheDutchFlowerMarket TFA DutchauctionmethodWeresemi automatedBuyersandsellerswenttoonelocationtoseetheflowersAuctioneerusedaclockwithalargehandsetatahighpricePricedroppedasthetimetickedoffontheclockUntilclockwasstoppedbypushinganorderbuttonQuantityorderedwasclarifiedoveranintercom Processcontinueduntilalloftheflowersweresold PrenticeHall 2003 42 TFA cont TeleFlowerAuction TFA competingelectronicauctionenablesitsinitiatorstopenetratetheDutchflowermarketBuyersbidonflowersviatheirPCsDesignatedtimesFromanylocationAuctionclockshowsonbuyer sPCscreenClockstoppedbypushingspacebarAuctioneercompletessalebytelephone PrenticeHall 2003 43 TFA cont ProcessismuchquickerAfter saledeliveryismuchfaster withinhalfanhourafterthesaleMajorissuecanbethequalityoftheflowersFlowersarenotphysicallyvisibletothebuyersLargeamountofrelevantinformationisavailableTFAquicklybuiltacompetitiveadvantageusingIT PrenticeHall 2003 44 TFA cont PrenticeHall 2003 45 Exhibit6 9ComparingtheMajorB2BMany to ManyModels PrenticeHall 2003 46 BuildingandIntegratingMarketplacesandExchanges Step1 ThinkaheadStep2 PlanningStep3 SystemanalysisanddesignStep4 BuildingtheexchangeStep5 Testing installation andoperationStep6 Systemevaluationandimprovement PrenticeHall 2003 47 BuildingandIntegratingMarketplacesandExchanges cont IntegrationBetween3rd partyexchangeandback officesystemsofparticipantsAcrossmultiple incompatibleexchangesExternalcommunicationsWeb clientaccessDataexchangeDirectapplicationintegrationSharedprocess PrenticeHall 2003 48 BuildingandIntegratingMarketplacesandExchanges cont Processandinformationcoordination howtocoordinateexternalcommunicationswithinternalinformationsystemsExternalprocessInternalprocessDatatransformationExceptionhandlingSystemandinformationmanagement involvesmanagementof SoftwareHardwareInformationcomponents PrenticeHall 2003 49 ManagingExchanges RevenuemodelsTransactionfeesFeeforserviceMembershipfeesAdvertisementfees Networksofexchanges Firstmover primaryobjectiveistheacquisitionofbuyersandsellersIntegrationwithothercompaniesorexchangesSomeexchangesarebeginningtointegrateinordertobetterservetheircustomers PrenticeHall 2003 50 Exhibit6 11SeveralExchange OneSupplyChain PrenticeHall 2003 51 ManagingExchanges cont CentralizedmanagementOnemarketbuilderbuildsandoperateseveralexchangesManagesalltheexchanges catalogs auctionplaces discussionforumsCentralizes accounting finance humanresources ITservicesThird partyvendorsprovidinglogisticservicesandpaymentsystemsaremoreefficientwhensupplyingservicesfor families ofexchangesVerticalNet Ventro PrenticeHall 2003 52 CriticalSuccessFactors EarlyliquidityBusiness schanceofsurvivalisbestwhenliquidity volumeofbusinessconducted isachievedearlyRightownersPartnerwithcompaniesthatcanbringliquiditytotheexchangeBestownermaybeintermediarythatcanpushbothbuyersandsellers PrenticeHall 2003 53 CriticalSuccessFactors cont RightgovernanceGoodmanagementandfair effectiveoperationsandrulesarecriticalGovernanceprovidesrulesfortheexchange minimizedconflicts decisionmakingsupportOpennessExchangesmustbeopentoallfromorganizationalandtechnicalpointofviewOpenstandardsrequireuniversalcommitmentandagreementonthestandards PrenticeHall 2003 54 CriticalSuccessFactors cont FullrangeofservicesParticipantsareattractedbyanexchangethathelpscutcostsExchangesteamupwithbanks logisticservicesandITcompaniestohelpImportanceofdomainexpertiseMarketmakersneedanin depthunderstandingof TheindustryBusinessprocessesinherentintheindustryKnowledgeofindustrystructureGovernmentandpolicystipulations PrenticeHall 2003 55 CriticalSuccessFactors cont TargetinginefficientindustryprocessesContributetoincreasedcostsandtimedelaysVerticalexchangescanaddvalueTargetingrightindustriesLargebaseoftransactionsManyfragmentedbuyersandsellersHighvendorandproductsearch comparisoncostsStrongpressuretocutexpenses PrenticeHall 2003 56 CriticalSuccessFactors cont BrandbuildingiscriticalIncreaseswitchingcostsbyaddingfeaturesandfunctionalityInvestin GainingbrandawarenessAttractingbusinessestoexchangeCustomerretention PrenticeHall 2003 57 CriticalSuccessFactors cont ExploitingeconomicsofscopeValue addedservicesmakeexchangecompellingIndustrynewsExpertadviceDetailedproductspecificationsheetsSupportservicesBanksandfinancialinformationprovidersIdentificationsupportedbysophisticateddigitalcertificatearchitecture PrenticeHall 2003 58 CriticalSuccessFactors cont GarnerdiverseandmultiplerevenuestreamsSoftwarelicensingAdvertisingSponsorship Criticalmassofuserswillgarnermorevalue addedservicesAuctionservicesFinancialservicesBusinessreportingDataminingservices Choiceofbusiness revenuemodels PrenticeHall 2003 59 CriticalSuccessFactors cont Blendingcontent community andcommerceContentandcommunityperspective stimulatetrafficECtransactionperspective createshigherlevelofcustomer stickiness ManagingchannelconflictHostilephaseasbuyersinteractdirectlywithsellers disintermediationofsupplychain Short termrevenuesimpactedbybacklashfromexistingfulfillmentchannelsresultinpriceerosionaffectingmedium termprofitability PrenticeHall 2003 60 CommunicationNetworksandExtranetsforB2B TheInternet apublic globalcommunicationsnetworkthatprovidesdirectconnectivitytoanyoneoveralocalareanetwork LAN viaanInternetserviceprovider ISP ordirectlyviaanISP PrenticeHall 2003 61 CommunicationNetworksandExtranetsforB2B cont Intranets acorporateLANorwideareanetwork WAN thatusesInternettechnologyandissecuredbehindacompany sfirewallsLinksvariousservers clients databases andapplicationprogramswithinacompanyLimitedtoinformationpertinenttothecompany PrenticeHall 2003 62 CommunicationNetworksandExtranetsforB2B cont Extranets anetworkthatusesavirtualprivatenetwork VPN tolinkintranetsindifferentlocationsovertheInternet an extendedintranet Providesecuredconnectivitybetweenacorporation sintranetsandtheintranetsofitsbusinesspartnersprotectedenvironmentofanextranetallowsAllowspartnerstosecurelycollaborateandshareinformation PrenticeHall 2003 63 CommunicationNetworksandExtranetsforB2B cont Virtualprivatenetwork VPN anetworkthatcreatestunnelsofsecureddataflows usingcryptographyandauthorizationalgorithms toprovidesecuretransportofprivatecommunicationsoverthepublicInternet PrenticeHall 2003 64 Exhibit6 12AnExtranet PrenticeHall 2003 65 ANetworkLoadedwithExtras ANX AutomotiveNetworkExchange ANX aninfrastructureforB2BapplicationsBackedbyGeneralMotors Ford andChryslerAllowscompaniesintheautomotivemarketto SwapsupplyandmanufacturingdataBuySellCollaborate PrenticeHall 2003 66 ANX cont BenefitsofANXOne to oneandone to manyconnectionsProcurementCAD CAMfiletransfersEDIE mailGroup ware BigThree expecttosavemillionsofdollarsConsolidatingcommunicationslinksReduceorderturn aroundtime PrenticeHall 2003 67 ANX cont AVPNforANXMostvisibleB2BimplementationofVPNsthatrunovertheInternetSecurity allparticipantsmusthavetoolscompliantwith IP securitystandardscoveringAuthenticat