电子商务课件英文版).ppt

1,Electronic,ManagementSchoolofTJNU,2,Chapter1IntroductiontoElectronicCommerce,EC,3,ContentsofChapter1,EC,4,LearningObjectives:,Inthischapter,youwilllearnabout:,EC,5,1.1ElectronicCommerce:TheSecondWave,EC,6,Fromhumblebeginningsinthemid-1990s,electroniccommercegrewrapidlyuntil2000,whenamajordownturnoccurred.Manypeoplehaveseennewsstoriesaboutthe“dot-comboom”followedbythe“dot-comburst”orthe“dot-bomb.”Inthe2000to2003period,manyindustryobserverswerewritingobituaries(讣告)forelectroniccommerce.Justastheunreasonableexpectationsforimmediatesuccessfueledthehighexpectationsduringtheboomyears,overlygloomynewsreportscoloredperceptionsduringthistime.Beginningin2003,withthegeneraleconomystillinthedoldrums,electroniccommercebegantoshowsignsofnewlife.Companiesthathadsurvivedthedownturnwerenotonlyseeinggrowthinsalesagain,butmanyofthemwereshowingprofits.Althoughtherapidexpansionandhighlevelsofinvestmentoftheboomyearsarenotlikelytoberepeated,thesecondwaveofelectroniccommerceiswellunderway.,7,Contents,ElectroniccommerceandElectronicbusiness,1,2,EC,CategoriesofElectronicCommerce,3,TheDevelopmentandGrowthofE-Commerce,4,5,Thedot-comboom,bust,andrebirth,TheSecondWaveofElectronicCommerce,8,ElectronicCommerce:TheSecondWave(cont.),1ElectroniccommerceandElectronicbusiness,EC,Electronicbusiness(e-business)-broadersenseTermusedinterchangeablywithe-commerceThetransformationofkeybusinessprocessesthroughtheuseofInternettechnologies（IBMsdefinition）Electroniccommerce(e-commerce)-narrowersenseshoppingonthepartoftheInternetcalledtheWorldWideWeb(theWeb).alsoincludesmanyotheractivities,suchasbusinessestradingwithotherbusinessesandinternalprocessesthatcompaniesusetosupporttheirbuying,selling,hiring,planning,andotheractivities.BusinessactivitiesconductedusingelectronicdatatransmissionovertheInternetandtheWorldWideWeb.,9,2CategoriesofElectronicCommerce,Business-to-business(B2B):请看中国新能源网,2)Businessprocesses:见ElementofElectronicCommerce,3)Business-to-consumer(B2C):请看当当网(B2C),Fivegenerale-commercecategories,4)Business-to-government(B2G):请看握奇信安网(B2G),ElectronicCommerce:TheSecondWave(cont.),EC,5)Consumer-to-consumer(C2C):请看淘宝网(C2C),mostcommonlyused,10,Glossary,ActivityataskperformedbyaworkerinthecourseofdoinghisorherjobTransactionAnexchangeofvaluesuchasapurchase,asale,ortheconversionofrawmaterialsintoafinishedproductAtransactionalwayshasoneormoreactivitiesassociatedwithit,butanactivitymightnotberelatedtoatransaction.BusinessprocessesThegroupoflogical,related,andsequentialactivitiesandtransactionsinwhichbusinessesengageEg.Thebusinessprocessofshippinggoodstocustomers:inspectingthegoods,packingthegoods,negotiatingwithafreightcompanytodeliverthegoods,creatingandprintingtheshippingdocuments,loadingthegoodsontothetruck,sendingachecktothefreightcompany.TelecommutingorteleworkEmployeeslogintocompanycomputersthroughtheInternetinsteadoftravelingtotheoffice.,11,CategoriesofElectronicCommerce,Thethreecategoriesthataremostcommonlyusedare:ConsumershoppingontheWeb,oftencalledbusiness-to-consumer(orB2C)TransactionsconductedbetweenbusinessesontheWeb,oftencalledbusiness-to-business(orB2B,sometimescallede-procurement)Transactionsandbusinessprocessesinwhichcompanies,governments,andotherorganizationsuseInternettechnologiestosupportsellingandpurchasingactivities,12,EXAMPLE,Consideracompanythatmanufacturesstereospeakers.ThecompanymightsellitsfinishedproducttoconsumersontheWeb(B2C).ItmightalsopurchasethematerialsitusestomakethespeakersfromothercompaniesontheWeb(B2B).Thecompanymustalsoundertakemanyotheractivitiestoconvertthepurchasedmaterialsintospeakers.Theseactivitiesmightinclude:hiringandmanagingthepeoplewhomakethespeakers,rentingorbuyingthefacilitiesinwhichthespeakersaremadeandstored,shippingthespeakers,maintainingaccountingrecords,purchasinginsurance,developingadvertisingcampaigns,designingnewversionsofthespeakers.AnincreasingnumberofthesetransactionsandbusinessprocessescanbedoneontheWeb.Manufacturingprocesses(suchasthefabricationofthespeakers)canbecontrolledusingInternettechnologieswithinthebusiness.,13,14,15,ClassificationofECbyTransactionsorInteractions（fromTurban）,business-to-consumer(B2C):onlinetransactionsaremadebetweenbusinessesandindividualconsumersbusiness-to-business(B2B):businessesmakeonlinetransactionswithotherbusinessese-tailing:onlineretailing,usuallyB2Cconsumer-to-business(C2B):e-commercemodelinwhichindividualsusetheInternettosellproductsorservicestoorganizationsorindividualsseeksellerstobidonproductsorservicestheyneedconsumer-to-consumer(C2C):e-commercemodelinwhichconsumersselldirectlytootherconsumers,16,ClassificationofECbyTransactionsorInteractions(cont.),mobilecommerce(m-commerce):e-commercetransactionsandactivitiesconductedinawirelessenvironmentintrabusinessEC:e-commercecategorythatincludesallinternalorganizationalactivitiesthatinvolvetheexchangeofgoods,services,orinformationamongvariousunitsandindividualsinanorganizationbusiness-to-employees(B2E):e-commercemodelinwhichanorganizationdeliversservices,information,orproductstoitsindividualemployees,17,ClassificationofECbyTransactionsorInteractions,collaborativecommerce(c-commerce):e-commercemodelinwhichindividualsorgroupscommunicateorcollaborateonlinee-learning:theonlinedeliveryofinformationforpurposesoftrainingoreducatione-government:e-commercemodelinwhichagovernmententitybuysorprovidesgoods,services,orinformationtobusinessesorindividualcitizens,*,18,ElectronicCommerce:TheSecondWave(cont.),EC,3TheDevelopmentandGrowthofElectronicCommerce,(1)Electronicfundstransfers(EFTs)(电子资金转账)AlthoughtheWebhasmadeonlineshoppingpossibleformanybusinessesandindividuals,inabroadersense,electroniccommercehasexistedformanyyears.Formorethan30years,bankshavebeenusingelectronicfundstransfers.AlsocalledwiretransfersElectronictransmissionsofaccountexchangeinformationoverprivatecommunicationsnetworks,19,(2)Electronicdatainterchange(EDI)(电子数据交换)Businessesalsohavebeenengaginginatypeofelectroniccommerce,knownaselectronicdatainterchange,formanyyears.Transmittingcomputer-readabledatainastandardformattoanotherbusinessBycreatingasetofstandardformatsfortransmittingthatinformationelectronically,businesseswereabletoreduceerrors,avoidprintingandmailingcosts,andeliminatetheneedtoreenterthedata.ThestandardformatsusedinEDIcontainthesameinformationthatbusinesshavealwaysincludedintheirstandardpaperinvoices,purchaseorders,andshippingdocuments.(cont.),ElectronicCommerce:TheSecondWave(cont.),20,Electronicdatainterchange(EDI),TradingpartnersBusinessesthatengageinEDIwitheachotherOneseriousproblemthatpotentialadoptersofEDIfacedwasthehighcostofimplementation.TouseEDI:buyingexpensivecomputerhardwareandsoftware;establishingdirectnetworkconnectionstoalltradingpartnersorsubscribingtoaVAN.Value-addednetwork(VAN)Independentfirmthatoffersconnectionandtransaction-forwardingservicestobuyersandsellersengagedinEDI,21,ElectronicCommerce:TheSecondWave(cont.),EC,4Thedot-comboom,bust,andrebirth,Between1997and2000,morethan12,000internet-relatedbusinesseswerestartedwithmorethan$100billionofinvestorsmoney(Dot-ComBoom).Morethan5000ofthesecompanieswentoutofbusinessorwereacquiredinthedownturnthatbeganin2000(Dot-ComBust).Between2000and2003:morethan$200billionwasinvestedinpurchasingelectroniccommercebusinessesthatwereintroubleandstartingnewonlineventures.Thissecondwaveoffinancialinvestmenthasnotbeenreportedextensivelyineitherthegeneralorbusinessmedia,butitisfuelingarebirthofgrowthinonlinebusinessactivity(Dot-ComRebirth).,22,ElectronicCommerce:TheSecondWave(cont.),EC,5TheSecondWaveofElectronicCommerce,EconomistsChrisFreemanandFranciscoLoudescribefourwavesthatoccurredintheIndustrialRevolutionintheirbookAsTimeGoesBy.ManyresearcherspredictthatelectroniccommerceandtheinformationrevolutionbroughtaboutbytheInternetwillgothroughsimilarwaves.Thoseresearchersagreethatthesecondwaveofelectroniccommercehasbegun,23,TheSecondWaveofElectronicCommerce（continued),Secondwave:GlobalenterprisesinmanycountriesareparticipatinginelectroniccommerceManyECwebsitesavailableinmultiplelanguagesEstablishedcompaniesfundelectroniccommerceinitiativeswiththeirowncapitalRapidlyincreasinguseofbroadbandtechnologiesforinternetconnectionsB2BECincreasinglyareintegratedwithradio-frequencyidentification(RFID)andbiometricdevicestomanageinformationandproductflowseffectivelyUseofmultiplesophisticatedadvertisingapproachesandbetterintegrationofECwithexistingbusinessprocessesandstrategiesNewapproachestothesaleanddistributionofdigitalproductsCustomizede-mailstrategiesarenowintegraltocustomercontactRealizethatfirst-moveradvantageleadstosuccessonlyforsomecompaniesincertainspecificmarketsandindustries,thefirstwave:DominantinfluenceofU.S.businessesExtensiveuseoftheEnglishlanguageManynewcompaniesstartedwithoutsideinvestormoneyManyECparticipantsusedslowinternetconnectionsB2BECreliedonapatchworkofdisparatecommunicationandinventorymanagementtechnologiesUnstructureduseofe-mailOver-relianceonsimpleformsofonlineadvertisingasarevenuesourceWidespreadpiracyduetoineffectivedistributionofdigitalproductsRelyonfirst-moveradvantagetoensuresuccessinalltypesofmarketsandindustries,24,NotallofthefutureofECisbasedinitssecondwave.Someofthefirstwavecompaniesweresuccessful,suchasA,eBay,andYahoo.ThesecondwaveofECwillprovidenewopportunitiesforthesebusiness.P13,TheSecondWaveofElectronicCommerce(continued),*,25,1.2BusinessModels(交易模式),RevenueModels(盈利模式),BusinessProcesses(交易流程),EC,26,Businessmodel,AsetofprocessesthatcombinetoyieldaprofitAgoodbusinessmodelwasexpectedtoleadtorapidsalesgrowthandmarketdominance.Theideathatthekeytosuccesswassimplytocopythebusinessmodelofasuccessfuldot-combusinessledthewaytomanybusinessfailures,someofthemquitedramatic.HarvardBusinessSchoolprofessorMichaelPorter,arguedthatbusinessmodelsnotonlydidnotmatter,theyprobablydidnotexist.copyingoradaptingsomeoneelsesbusinessmodelisneitheraneasynorwiseroadmaptosuccess.Instead,companiesshouldexaminetheelementsoftheirbusiness;thatis,theyshouldidentifybusinessprocessesthattheycanstreamline,enhance,orreplacewithprocessesdrivenbyInternettechnologies.,27,Revenuemodel,RevenuemodelAspecificcollectionofbusinessprocessesusedto:IdentifycustomersMarkettothosecustomersGeneratesalestothosecustomersTherevenuemodelideaishelpfulforclassifyingrevenuegeneratingactivitiesforcommunicationandanalysispurposes.,28,1.2.1RoleofMerchandising,Merchandising（零售推销）Combinationofstoredesign,layout,andproductdisplayknowledgeInaddition,manysalespeoplehavedevelopedskillsthatallowthemtoidentifycustomerneedsandfindproductsorservicesthatmeetthoseneeds.Theskillsofmerchandisingandpersonalsellingcanbedifficulttopracticeremotely.However,companiesmustbeabletotransfertheirmerchandisingskillstotheWebfortheirWebsitestobesuccessful.SomeproductsareeasiertosellontheInternetthanothersbecausethemerchandisingskillsrelatedtothoseproductsareeasiertotransfertotheWeb.,29,30,1.2.2Product/ProcessSuitabilitytoElectronicCommerce,Commodityitem（日用品、商品）HardtodistinguishfromthesameproductsorservicesprovidedbyothersellersItsfeatureshavebecomestandardizedandwellknownGasoline,officesupplies,soap,computers,andairlinetransportationareallexamplesofcommodityproductsorservices,asarethebooksandCDssoldbyA.wellsuitedtoelectroniccommerce,31,Product/ProcessSuitabilitytoElectronicCommerce(continued),ShippingprofileCollectionofattributesthataffecthoweasilyaproductcanbepackagedanddeliveredHighvalue-to-weightratioCanhelpbymakingoverallshippingcostasmallfractionofthesellingpriceAnairlineticketisanexcellentexampleofanitemthathasahighvalue-to-weightratio.Expensivejewelryhasahighvalue-to-weightratio,butmanypeoplearereluctanttobuyitwithoutexaminingitinpersonunlessthejewelryissoldunderawell-knownbrandnameandwithagenerousreturnpolicy.AproductthathasastrongbrandidentitysuchasaKodakcameraiseasiertosellontheWebthananunbrandeditem,becausethebrandsreputationreducesthebuyersconcernsaboutqualitywhenbuyingthatitemsightunseen.Otheritemsthatarewellsuitedtoelectroniccommercearethosethatappealtosmall(销量不大),butgeographicallydispersedgroupsofcustomers.Collectiblecomicbooksareanexampleofthistypeofproduct.,32,Whenpersonalsellingskillsareafactor,asincommercialrealestatesales,orwhentheconditionoftheproductsisdifficulttodeterminewithoutmakingapersonalinspection,asinpurchasesofhigh-fashionclothing,antiques,orperishablefoodproducts,traditionalcommerceoracombinationoftraditionalcommerce(fortheinspection)andelectroniccommercecanbeabetterwaytoselltheitemsorservices.Acombinationofelectronicandtraditionalcommercestrategiesworksbestwhenthebusinessprocessincludesbothcommodityandpersonalinspectionelements.ManypeoplearefindinginformationontheWebaboutnewandusedautomobiles.Autobytelhashadmuchsuccesshandlingnewcartransactions.PeoplearewillingtotakedeliveryofaparticularmakeandmodelofanewvehicleeveniftheydidnottestdrivethespecificcartheyarepurchasingthroughAutobytel.Fewerpeoplearewillingtobuyausedcarwithoutdrivingthatspecificcarandpersonallyinspectingit.Inthecaseofusedcars,electroniccommerceprovidesagoodwayforbuyerstoobtaininformationaboutavailablemodels,features,reliability,prices,anddealerships;butthevariability（可变性）intheconditionofusedcarsmakesthetraditionalcommercecomponentofpersonalinspectionakeypartofthetransactionnegotiation.,33,1.2.3AdvantagesofE-Commerce,Alltheadvantagesofelectroniccommerceforbusinessescanbesummarizedinonestatement:ElectroniccommercecanincreasesalesanddecreasecostsIfadvertisingisdonewellontheWeb,itcangetafirmspromotionalmessageouttopotentialcustomersineverycountryAfirmcanuseelectroniccommercetoreachsmallgroupsofcustomersthataregeographicallyscattered.TheWebisparticularlyusefulincreatingvirtualcommunitiesthatbecomeidealtargetmarketsforspecifictypesofproductsorservices.virtualcommunityisagatheringofpeoplewhoshareacommoninterest,butinsteadofthisgatheringoccurringinthephysicalworld,ittakesplaceontheInternet.Usinge-commercesalessupportandorder-takingprocesses,abusinesscan:ReducecostsofhandlingsalesinquiriesProvidepricequotesdetermineproductavailability,34,AdvantagesofE-Commerce（continued),35,1.2.4DisadvantagesofEC,Somebusinessprocessesmayneverlendthemselvestoelectroniccommerce.PerishablefoodsHigh-cost,uniqueitemssuchascustom-designedjewelry(impossibletoinspectadequatelyfromaremotelocation),36,1.2.4DisadvantagesofEC,37,QuickQuiz,Thegroupoflogical,related,andsequentialactivitiesandtransactionsinwhichbusinessesengageareoftencollectivelyreferredtoas().()occurswhenonebusinesstransmitscomputer-readabledatainastandardformattoanotherbusiness.BusinessesthatengageinEDIwitheachotherarecalled().Thecombinationofstoredesign,layout,andproductdisplayknowledgeiscalled().,38,1.3EconomicForcesandElectronicCommerce,39,Contents:,1.3.2TheroleofElectronicCommerce,1.3.3NetworkEconomicStructures,1.3.1TransactionCosts,1.3.4NetworkEffects,40,EconomicForces,Economicsisthestudyofhowpeopleallocatescarceresources.2waysofresourcesallocating:Oneimportantwaythatpeopleallocateresourcesisthroughcommercetheothermajorwayisthroughgovernmentactions,suchastaxesorsubsidiesManyeconomistsareinterestedinhowpeopleorganizetheircommerceactivities.OnewaypeopledothisistoparticipateinmarketsTwoconditionsofamarket:PotentialsellersofagoodcomeintocontactwithpotentialbuyersAmediumofexchangeisavailable-(currencyorbarter).,41,Mosteconomistsagreethatmarketsarestrongandeffectivemechanismsforallocatingscarceresources.Thus,onewouldexpectmostbusinesstransactionstooccurwithinmarkets.However,muchbusinessactivitytodayoccurswithinlargehierarchicalbusinessorganizations,whicheconomistsgenerallyrefertoasfirms,orcompanies.Theselargefirmsoftenconductmanydifferentbusinessactivitiesentirelywithintheorganizationalstructureofthefirmandparticipateinmarketsonlyforpurchasingrawmaterialsandsellingfinishedproducts.,EconomicForces,42,Ifmarketsareindeedhighlyeffectivemechanismsforallocatingscarceresources,theselargecorporationsshouldparticipateinmarketsateverystageoftheirproductionandvalue-generationprocesses.Nobellaureate（戴桂冠的人）RonaldCoasewroteanessayin1937inwhichhequestionedwhyindividualswhoengagedincommerceoftencreatedfirmstoorganizetheiractivities.Hewasparticularlyinterestedinthehierarchicalstructureofthesebusinessorganizations.Coaseconcludedthattransactioncostswerethemainmotivationformovingeconomicactivityfrommarketstohierarchicallystructuredfirms.,EconomicForces,43,1.3.1TransactionCosts,Transactioncostsarethetotalcoststhatabuyerandsellerincurastheygatherinformationandnegotiateapurchase-saletransaction.Significantcomponentsoftransactioncosts:CostofinformationsearchandacquisitionbrokeragefeesandsalescommissionsInvestmentofthesellerinequipmentorinthehiringofskilledemployeestosupplyproductsorservicestothebuyer,44,Howtransactioncostsoccurinmarkets?,45,MarketsandHierarchies,Thepracticeofanexistingfirmreplacingoneormoreofitssuppliermarketswithitsownhierarchicalstructureforcreatingthesuppliedproductiscalledverticalintegration(垂直统一管理).,46,MarketsandHierarchies,OliverWilliamson:Industrieswithcomplexmanufacturingandassemblyoperationstendedtoincludemanyfirmsthatusedhierarchicalstructuresandthatweresubstantiallyverticallyintegrated.Manyofthemanufacturingandadministrativeinnovationsthatoccurredinbusinessesduringthe20thcenturyincreasedtheefficiencyandeffectivenessofhierarchicalmonitoringactivities.Assemblylinesandothermassproductiontechnologiesallowedworktobebrokendownintosmall,easilysupervisedprocedures.Theadventofcomputersbroughttremendousincreasesintheabilityofupper-levelmanagerstomonitorandcontrolthedetailedactivitiesoftheirsubordinates.,47,MarketsandHierarchies,DuringtheyearsfromtheIndustrialRevolutionthroughthepresent,thesizeandlevelofverticalintegrationoffirmshaveincreased.Insomeverylargeorganizations,however,monitoringsystemshavenotkeptpacewiththeorganizationsincreaseinsize.Thishascreatedproblemsbecausetheeconomicviability（生存能力）ofafirmdependsonitsabilitytotrackoperationalactivitieseffectivelyatthelowestlevelsofthefirm.Thesefirmshaveinstituteddecentralizationprogramsthatallowbusinessunitstofunctionasseparateorganizations,negotiatingtransactionswithotherbusinessunitsasiftheywereoperatinginamarketratherthanaspartofthesamefirm.,48,MarketsandHierarchies,Astrategicbusinessunit,orsimplybusin