广义电子商务(eb)的功能特征

1,电子商务的各种定义,全球信息基础设施委员会电子商务工作组电子商务是运用电子通讯作为手段的经济活动，通过这种方式人们可以对带有经济价值的产品和服务进行宣传、购买和结算。美国（全球电子商务纲要）电子商务是指通过Internet 进行的各项商务活动，包括广告、交易、支付、服务等活动，全球电子商务将涉及世界各国。IBM电子商务是在Internet的广阔联系与传统信息技术系统的丰富资源相互结合的背景下，应运而生的一种在Internet上展开的相互关联的动态商务活动，有广义和狭义之分。,2,电子商务: EC or EB ?,电子商务在英文中目前主要有两个词与之相对应：EB,EC。EB = Electronic business (e-business); EC = Electronic commerce (e-commerce)一般认为， EC 称狭义的电子商务，Businesses trading with other businesses and internal processes through the Internet 是利用Internet 进行的商务交易,是EDI在Internet上的推广使用。,3,EB 称广义的电子商务，The transformation of key business processes through the use of Internet technologies是指利用 IT 技术对整个商务活动实现电子化,是运用Internet 进行的各种经营管理活动。 Term used interchangeably with e-commerce EB 所包含的内容比 EC 广泛,不仅有网上交易,而且包括内容 管理, 协同处理, 交易服务等。,4,广义电子商务(EB)的功能特征,内容管理 (Content Management)协同处理 (Collaboration)交易服务 (Commerce)三种功能交叉，关系如图。,5,管理需要在网上发布的各种信息，通过充分利用信息来增加品牌价值，扩大公司的影响，主要包括：(1)对公司的信息实行分类管理。(2)提供网上的信息发布，经常刷新网站点上的主页。(3)提供与产品和服务的相关的信息。(4)提供公司内部信息的传播。通过Internet将公司的政策、通知传递给雇员、客户、供贷方和商业伙伴。,内容管理,6,支持群体人员的协同工作，通过提供自动处理业务流程来减少公司运营成本和产品开发周期。具体包括：(1)企业内部网(Intranet)和企业外部网(Extranet)。内部网上联接的主要是公司的各个部门、分厂(店)。外部网上连接的主要是企业的供应商、经常性的客户、企业的商业伙伴，(2)通信系统，包括电子邮件和信息系统。(3)企业内部资源管理，包括人力资源，资金、设备，材料等。,协同处理,7,完成网上交易，并提供交易前、交易中、交易后的各种服务。主要包括：(1)提供可供交易的商品或服务目录。(2)订单处理。接受客户订货，签订交易合同，进行网上支付。(3)提供售后服务。,交易服务,8,由通讯的角度来看电子商务是利用电话通信线路、电脑网路、或其他的介质来传递信息、产品/服务或付款 由企业流程的角度来看 电子商务是商业交易与工作流程采取自动化的一种技术应用由服务的角度来看 电子商务是解决公司、消费者与管理阶层想要降低服务的成本，又要提高货物的品质及加速服务传递的一种工具由上线的角度来看 电子商务提供了在网际网路与其他线上进行交易的活动，包括服务的购买与销售产品和资讯等,从不同的角度来看电子商务,9,电子商务市场五个误区,1可以无本生利？,2 可做全球生意？,3能吸纳投资者？,4较实体店赚钱？,5固定成本很低？,10,The Development and Growth of Electronic Commerce,计算机与通讯技术的发展与应用1839年电报发送信息。40年代，大型可运行程序计算机问世。Electronic funds transfers (EFTs)Also called wire transfersElectronic transmissions of account exchange information over private communications networksBetween banks,11,EDI的产生背景,70年代以来国际贸易的发展平均一笔生意需要30-40份纸面单证成本高、传递慢、重复处理计算机、网络通信、数据标准化为特征传统EDI的定义 将组织内部及贸易伙伴之间的商业文档和信息，以直接读取的、结构化的、信息形式在计算机之间通过专有网络传输，这些信息的接受者可以直接处理信息而无需重新键入。,12,EDI特点使用对象不同组织一般传送业务资料（发票、定单等）采用共同标准化的格式尽量避免人工操作介入与 E-mail的区别在于不需人工辨认、判断EDI使用范围世界范围（进出口商、运输公司、保险公司、海关、商检、银行等部门）,EDI的工作方式原始文档 中间文件 EDI标准格式文件发送 接收 转换 处理,EDI三要素EDI软件、EDI硬件、通信网络。EDI软件将用户数据库系统中的信息，翻译成EDI的标准格式，以供传输交换。(转换软件、中间文件、翻译软件、通信软件),13,传统EDI存在的问题,美国只有5%企业使用EDI，主要集中在大企业环境问题需要基于良好的贸易伙伴信任关系要能自动接受订单，友好处理错误问题。费用问题(high cost of implementation)系统集成费、入网费、信息传输费 (GE系统 100万美元),14,The Development and Growth of Electronic Commerce (continued),E-Commerce Based on The InternetThrough open and public communications networksReduce the cost of implementation1997年IBM 提出全球电子商务概念,15,Categories of Electronic ommerce,Five general e-commerce categoriesBusiness-to-consumer（B2C）Business-to-business（B2B）Consumer-to-consumer（C2C）Business-to-government（B2G）Business processes (that support buying and selling activities )Exam: /（中国新能源网）、china-pub、 dangdang、 Amazon、 /（握奇信安网）、taobao、3meal、 W,16,Elements of Electronic Commerce,17,Actual and Estimated Online Sales in B2C and B2B Categories,18,Characters of E-Commerce,(1) Fictitious Both sides of trade on Internet not needing to go on face- to-face, the whole trade is totally virtual.(2)low costs Electronic commerce has saved the expenses of information transmitting among enterprises, dispense unnecessary trade links, thus cut down the operating costs of enterprises greatly .,19,Characters of E-Commerce (cont.),(3) Individualization More individualized demand and individualized purchasing behavior.(4) Agility Business communicate with users directly through electronic commerce network, so they can response fast and accurately to the multilateral market demand.(5) Global Market ranges of electronic commerce are all unified global markets from the concept and realized way. Any company can launch the worldwide commercial activity directly.,20,Business Models, Revenue Models, and Business Processes,Business modelA set of processes that combine to yield a profitRevenue modelUsed to Identify customersMarket to those customersGenerate sales to those customers,21,Focus on Specific Business Processes,MerchandisingCombination of store design, layout, and product display knowledgeCommodity item Hard to distinguish from the same products or services provided by other sellersFeatures have become standardized and well known,22,Focus on Specific Business Processes (continued),Shipping profile Collection of attributes that affect how easily a product can be packaged and deliveredHigh value-to-weight ratio Can make overall shipping cost a small fraction of the selling price,23,24,Advantages of Electronic Commerce,Electronic commerce can increase sales and decrease costsIf advertising is done well on the Web, it can get a firms promotional message out to potential customers in every country Using e-commerce sales support and order-taking processes, a business canReduce costs of handling sales inquiriesProvide price quotes,25,Advantages of Electronic Commerce (continued),It increases purchasing opportunities for buyersNegotiating price and delivery terms is easierThe following cost less to issue and arrive securely and quicklyElectronic payments of tax refundsPublic retirementWelfare support,26,Disadvantages of Electronic Commerce,Perishable grocery products are much harder to sell onlineIt is difficult toCalculate return-on-investmentIntegrate existing databases and transaction-processing software into software that enables e-commerceCultural and legal obstacles also exist,27,Economic Forces and Electronic Commerce,Economics Study of how people allocate scarce resourcesTwo conditions of a marketPotential sellers of a good come into contact with potential buyersA medium of exchange is available,28,Transaction Costs,Total costs that a buyer and seller incur Significant components of transaction costsCost of information search and acquisition Investment of the seller in equipment or in the hiring of skilled employees to supply products or services to the buyer,29,Markets and hierarchies,30,vertical integration,31,Using Electronic Commerce to Reduce Transaction Costs,Businesses and individuals can use electronic commerce to reduce transaction costs byImproving flow of informationIncreasing coordination of actions,32,Network Economic Structures,33,Network Economic Structures (continued),Network economic structuresCompanies coordinate their strategies, resources, and skill sets Strategic alliances (strategic partnerships)Relationships created within the network economic structure,34,Network Effects,Law of diminishing returnsMost activities yield less value as the amount of consumption increasesNetwork effectAs more people or organizations participate in a network, the value of the network to each participant increases,35,International Nature of Electronic Commerce,Companies with established reputations Often create trust by ensuring that customers know who they areCan rely on their established brand names to create trust on the WebCustomers inherent lack of trust in “strangers” on the WebLogical and to be expected,36,This Cartoon from The New Yorker Illustrates Anonymity on the Web,37,Language Issues,To do business effectively in other culturesMust adapt to those culturesResearchers have found that Customers are more likely to buy products and services from Web sites in their own languageLocalizationTranslation that considers multiple elements of t