商务英语入门第九章-外教社修订版

1、Electronic CommerceChapter91高等学校英语拓展系列教程高等学校英语拓展系列教程主 编：任书梅 王璐副主编：曹颖外语教学与研究出版社外语教学与研究出版社Electronic CommerceChapter92Chapter 9电子商务Electronic CommerceElectronic CommerceChapter93Lecture Outlinel What Is E-Commerce? 什么是电子商务？l Benefits of E-Commerce 电子商务的好处l Types of E-Commerce 电子商务的类型l Electronic Data

2、Interchange (EDI) 电子数据交换l B2B E-Commerce 企业间的电子商务l B2C E-CommerceOnline Shopping 企业与消费者间的电子商务网上购物l E-Learning 电子学习l Going Global with Internet Marketing利用因特网营销走向全球Electronic CommerceChapter94Lead-in activitieslShopping online now seems to be very trendy because of its speediness and convenience. You

3、 can shop at home without going outside. In spite of this, there are still some people who may get online quite frequently, even everyday, but never shop online.Electronic CommerceChapter95Lead-in activitieslHave you ever bought anything through the Internet? If you have, why do you decide to shop o

4、nline? If you have not, what are the reasons for you not trying to do so?Electronic CommerceChapter96Lead-in activitieslPossible reasons for not doing soAdditional Info Dont trust websites & be afraid of being cheated. Be afraid of the qualities of the products. Be afraid that the good after-service

5、 can not be provided. Be unfamiliar with or dont know how to shop online. There are no products online that I want. Payment and delivery procedures are complicated and insecure. The goods are not plentiful enough.Electronic CommerceChapter97What Is E-Commerce? E-Commerce refers to doing business thr

6、ough electronic media or the practice of buying and selling products and services over the Internet, utilizing technologies such as the Web, Electronic Data Interchange (EDI), email, electronic fund transfers and smart cards, without face-to-face meeting between the two parties of the transaction.El

7、ectronic CommerceChapter98What Is E-Commerce? E-Commerce is expected to boom beyondlimits in the near future, and it will play a major role in the way that small, medium and large companies conduct business either with their consumers or other businesses.Electronic CommerceChapter99What Is E-Commerc

8、e?Electronic CommerceChapter910What Is E-Commerce?Additional Info The boundaries between “conventional” and “electronic” commerce will become increasingly blurred as more and more businesses move sections of their operations onto the Internet.Electronic CommerceChapter911What Is E-Commerce?Additiona

9、l Infol Advantages of E-Commerce over Store Retail Overcome Geographical LimitationsIf you have a physical store, you are limited by the geographical area that you can service. With an e-commerce website, the whole world is your playground. Additionally, the advent of M-commerce, e-commerce on mobil

10、e devices, has dissolved every remaining limitation of geography.Electronic CommerceChapter912What Is E-Commerce?Additional InfoElectronic CommerceChapter913What Is E-Commerce?Additional Infol Advantages of E-Commerce over Store Retail Gain New Customers with Search Engine Visibility Physical retail

11、 is driven by branding & relationships. In addition to these two drivers, online retail is also driven by traffic from search engines. It is not unusual for customers to follow a link in search engine results, and land up on an e-commerce website that they have never heard of. Electronic CommerceCha

12、pter914What Is E-Commerce?Additional Infol Advantages of E-Commerce over Store Retail Lower CostsOne of the most tangible positives of e-commerce is the lowered cost. A part of these lowered costs could be passed on to customers in the form of discounted prices. The following are some of the ways th

13、at costs can be reduced with e-commerce: Electronic CommerceChapter915What Is E-Commerce?Additional Infol Advantages of E-Commerce over Store Retail Lower CostsAdvertising & MarketingOrganic search engine traffic, pay-per-click, and social media traffic are some of the advertising channels that can

14、be cost-effective.Electronic CommerceChapter916What Is E-Commerce?Additional Infol Advantages of E-Commerce over Store Retail Lower CostsPersonnelThe automation of checkout, billing, payments, inventory management, and other operational processes, lowers the number of employees required to run an e-

15、commerce setup.Electronic CommerceChapter917What Is E-Commerce?Additional Infol Advantages of E-Commerce over Store Retail Lower CostsReal EstateThis one is a no-brainer. An e-commerce merchant does not need a prominent physical location.Electronic CommerceChapter918What Is E-Commerce?Additional Inf

16、ol Advantages of E-Commerce over Store Retail Locate the Product More QuicklyOn an e-commerce website, customers can click through intuitive navigation or use a search box to immediately narrow down their product search. Some websites remember customer preferences and shopping lists to facilitate re

17、peat purchase.Electronic CommerceChapter919What Is E-Commerce?Additional Infol Advantages of E-Commerce over Store Retail Eliminate Travel Time and CostIt is not unusual for customers to travel long distances to reach their preferred physical store. e-commerce allows them to visit the same store vir

18、tually, with a few mouse clicks.Electronic CommerceChapter920What Is E-Commerce?Additional Infol Advantages of E-Commerce over Store Retail Provide Comparison ShoppingE-commerce facilitates comparison shopping. Several online services allow customers to browse multiple e-commerce merchants & find th

19、e best prices.Electronic CommerceChapter921What Is E-Commerce?Additional Infol Advantages of E-Commerce over Store Retail Provide Comparison ShoppingTop 15 Most Popular Comparison Shopping Websites 1.BizRate 2. NexTag 3. shopLocal 4. slickdeals 5. woot 6. coupons 7. pronto 8. shopzilla 9. ShopAtHome

20、 10. smarter 11. PriceGrabber 12. fatwallet 13. DealTime 14. Become 15. DealNewsElectronic CommerceChapter922What Is E-Commerce?Additional Infol Advantages of E-Commerce over Store Retail Enable Bargains, Coupons, & Group BuyingThough there are physical equivalents to bargains, coupons, & group buyi

21、ng, online shopping makes it much more convenient. If a customer has a deep discount coupon for turkey at one physical store & toilet paper at another, she may find it infeasible to avail of both discounts. But the customer could do that online with a few mouse-clicks.Electronic CommerceChapter923Wh

22、at Is E-Commerce?Additional Infol Advantages of E-Commerce over Store Retail Provide Abundant Informatione-commerce websites can make additional information easily available to customers. Most of this information is provided by vendors, and does not cost anything to create or maintain.Electronic Com

23、merceChapter924What Is E-Commerce?Additional Infol Advantages of E-Commerce over Store Retail Create Targeted CommunicationUsing the information that a customer provides in the registration form, and by placing cookies on the customers computer, an e-commerce merchant can access a lot of information

24、 about its customers. This, in turn, can be used to communicate relevant messages. Electronic CommerceChapter925What Is E-Commerce?Additional Infol Advantages of E-Commerce over Store Retail Remain Open All the TimeStore timings are now 24/7/365. e-commerce websites can run all the time. From the me

25、rchants point of view, this increases the number of orders they receive. From the customers point of view, an “always open” store is more convenient.Electronic CommerceChapter926What Is E-Commerce?Additional Infol Advantages of E-Commerce over Store Retail Create Markets for Niche ProductsBuyers & s

26、ellers of niche products find it difficult to locate each other in the physical world. Online, it is only a matter of the customer searching for the product in a search engine. One example could be purchase of obsolete parts. Instead of trashing older equipment for lack of spares, today we can locat

27、e parts online with great ease.Electronic CommerceChapter927What Is E-Commerce?Additional Infol Disadvantages of E-Commerce E-Commerce Lacks That Personal TouchPhysical retailers usually have a personal approach and they value human relationship. As a result, shopping at those retail outlets is reas

28、suring and refreshing. Clicking on “Buy Now,” and piling up products in virtual shopping carts, is just not the same. Electronic CommerceChapter928What Is E-Commerce?Additional Infol Disadvantages of E-Commerce E-Commerce Delays GoodsE-commerce websites deliveries usually take a lot longer to get th

29、e goods into your hands. Even with express shipping, the earliest you get goods is “tomorrow.” An exception to this rule is in the case of digital goods, e.g. an e-book or a music file. Electronic CommerceChapter929What Is E-Commerce?Additional Infol Disadvantages of E-Commerce Some Goods Cannot Be

30、Purchased OnlineDespite its many conveniences, there are goods that you cannot buy online. Most of these would be in the categories of “perishable” or “odd-sized.” such as popsicles.Electronic CommerceChapter930What Is E-Commerce?Additional Infol Disadvantages of E-Commerce E-Commerce Does Not Allow

31、 You to Experience the Product Before PurchaseYou cannot touch the fabric of the garment you want to buy. You cannot check how the shoe feels on your feet. You cannot “test” the perfume that you want to buy.Electronic CommerceChapter931What Is E-Commerce?Additional Infol Disadvantages of E-Commerce

32、Anyone Can Set Up an E-Commerce WebsiteOnline storefront providers bring you the ability to set up an e-commerce store within minutes. The lowered barriers to entry might be a great attraction to the aspiring e-commerce entrepreneur. But for the buyer, reliability can be an issue. Electronic Commerc

33、eChapter932What Is E-Commerce?Additional Infol Disadvantages of E-Commerce SecurityWhen making an online purchase, you have to provide at least your credit card information & mailing address. In many cases, e-commerce websites are able to harvest other information about your online behavior & prefer

34、ences. This could lead to credit card fraud, or worse, identity theft. Electronic CommerceChapter933Benefits of E-Commerce As computer network facilitates information exchange in a speedy and inexpensive way, the Internet now penetrates into almost every corner of the world. Small- and medium-sized

35、enterprises (SMEs) can forge global relationships with their trading partners everywhere in the world. High-speed network makes geographical distances insignificant. Businesses can sell goods to customers outside traditional markets, explore new markets and realize business opportunities more easily

36、.Electronic CommerceChapter934Benefits of E-Commerce SMEs who cannot afford to establish overseas and strongholds can now increase their exposure to every corner of the world. Business can gather information on products, buyers, and competitors through the Internet so as to increase their own compet

37、itiveness.Electronic CommerceChapter935Benefits of E-Commerce Business can maintain their competitive advantage by establishing close contact with their customers and consumers at any time through the Internet by providing the latest information on products and services round the clock. On the other

38、 hand, data can be updated at any time, eliminating the problem of out-of-dated information. Electronic CommerceChapter936Benefits of E-Commerce The internet provides companies with markets in the cyber world and numerous chances for product promotion. In addition, their relationships with buyers ca

39、n also be enhanced. By the use of multi-media capabilities, corporate image, product and service brand names can be established effectively through the Internet.Electronic CommerceChapter937Benefits of E-Commerce Detailed and accurate sales data can help to reduce stock level and thus the operating

40、cost. Detailed client information such as mode of consumption, personal preferences and purchasing power can help business to set their marketing strategies more effectively. Electronic CommerceChapter938Benefits of E-CommerceElectronic CommerceChapter939 Why does high-speed network make geographica

41、l distance insignificant? What benefits can E-Commerce bring to businesses? Why can corporate image be established effectively through the Internet by the use of the multi-media capabilities?l Questions for DiscussionBenefits of E-CommerceElectronic CommerceChapter940Types of E-Commerce There are a

42、variety of types of E-Commerce and many different ways to characterize these types. For the most part, we distinguish different types of E-Commerce by the nature of the market relationshipwho is selling to whom. The following are the main types of E-Commerce. Electronic CommerceChapter941Types of E-

43、Commerce All internal organizational activities involved in exchange of goods, services or information usually are performed on Intranets. Activities can range from selling corporate products to employees online training.l Intra-organizational E-CommerceElectronic CommerceChapter942Types of E-Commer

44、ceElectronic CommerceChapter943Types of E-Commerce Amongst all other types of E-Commerce, this way of doing business electronically through the Internet or Electronic Data Interchanges is the one that deserves the most attention. B2B E-Commerce applicants will enable companies to get the following k

45、inds of information: products, customer, supplier, inventory, supply chain alliance, competitor, sales, and marketing. l Business-to-Business (B2B) E-CommerceElectronic CommerceChapter944Types of E-Commercel Business-to-Business (B2B) E-Commerce B2B E-Commerce means that companies do business with e

46、ach other such as manufacturers selling to distributors and wholesalers selling to retailers. Pricing is based on quantity of order and is often negotiable. Additional InfoElectronic CommerceChapter945Types of E-Commerce Business provide consumers with online shopping through the Internet, allowing

47、consumers to shop and pay their bills online. This type of offering saves time for both retailers and consumers. l Business-to-Customer (B2C) E-CommerceElectronic CommerceChapter946Types of E-Commerce Consumers can post their own products online through some agent websites for other consumers to bid

48、. Individuals in classified ads can sell residential property, cars, advertise personal services on the Internet and sell knowledge as well as expertise.l Business-to-Customer (B2C) E-CommerceElectronic CommerceChapter947Types of E-Commerce B2C E-Commerce means businesses sell to the general public

49、typically through catalogs utilizing shopping cart software. B2C E-Commerce is really what the average Joe has in mind with regards to e-commerce as a whole.Additional Infol Business-to-Customer (B2C) E-CommerceElectronic CommerceChapter948Types of E-Commerce Among various kinds of services provided

50、 by governments, many of them can be done through electronic media. Providing public services electronically not only provides citizens time-saving and high-quality services, but also improves efficiency and cost effectiveness. Besides, the move can also promote the development of E-Commerce. l Gove

51、rnment-to-Citizen (G2C) E-CommerceElectronic CommerceChapter949Types of E-Commerce This mode of trading often describes the way in which government purchases goods and services through electronic media such as the Internet.l Government-to-Business (G2B) E-CommerceElectronic CommerceChapter950Types o

52、f E-Commerce G2G E-Commerce is the electronic sharing of data and/or information systems between government agencies, departments or organizations. The goal of G2G is to support e-government initiatives by improving communication, data access & data sharing.Additional Infol Government-to-Government

53、(G2G) E-CommerceElectronic CommerceChapter951Types of E-Commerce The term “Mobile Commerce” was originally coined in 1997 to mean “the delivery of electronic commerce capabilities directly into the consumers hand, anywhere, via wireless technology.” Many choose to think of Mobile Commerce as meaning

54、 “a retail outlet in your customers pocket.”Additional Infol Mobile Commerce (M-Commerce)Electronic CommerceChapter952Types of E-Commerce According to BI Intelligence in January 2013, 29% of mobile users have made a purchase with their phones. Walmart estimated 40% of all visits to their internet sh

55、opping site in December 2012 was from a mobile device. Bank of America predicts $67.1 billion in purchases will be made from mobile devices by European and U.S. shoppers in 2015. Additional Infol Mobile Commerce (M-Commerce)Electronic CommerceChapter953 How many types of E-Commerce do you know? And

56、what are they? In your opinion, which type of E-Commerce is worthy of the most attention? And why? Have you ever sold any of your own products online? If so, please share the experiences with your classmates.l Questions for DiscussionTypes of E-CommerceElectronic CommerceChapter954Electronic Data In

57、terchange (EDI) EDI is about doing business and carrying out transactions with trading partners electronically. EDI covers most things that are done using paper, for example, placing orders with suppliers and carrying out financial transactions. This is why the term paperless trading is often used t

58、o describe EDI.Electronic CommerceChapter955Electronic Data Interchange (EDI) EDI is formally described as the interchange of structured data according to agreed message standards between computer systems by electronic means. Structured data equates to an unambiguous method of presenting the data co

59、ntent of a document, be it an invoice, order or any other document type. Electronic CommerceChapter956Electronic Data Interchange (EDI) The method of ensuring the correct interpretation of the information by the computer system is defined by the standard. Effective electronic exchange of information

60、 in the context of pure EDI means exchange without any human intervention.Electronic CommerceChapter957Electronic Data Interchange (EDI) The benefit of EDI is that it can streamline companies interactions with trading partners:decrease inventory, product returns, and shipping costs;speed flow of inf