电子商务2017年秋mba课程英文04

1、B2B E-Commerce7/20/20214-1Learning Objectives1.Describe the B2B field.2.Describe the major types of B2B models.3.Discuss the models and characteristics of the sell-side marketplace, including auctions.4.Describe the sell-side intermediaries.5.Describe the characteristics of the buy-side marketplace

2、and e-procurement.6.Explain how reverse auctions work in B2B.7.Describe B2B aggregation and group purchasing models.4-17/20/20214-2Learning Objectives8.Describe other procurement methods.9.Define exchanges and describe their major types.10.Describe B2B portals.11.Describe third-party exchanges.12.De

3、scribe how B2B can benefit from social networking and Web 2.0.13.Describe Internet marketing in B2B, including organizational buyer behavior.4-27/20/20214-3Concepts, Characteristics, and Models of B2B E-Commercebusiness-to-business e-commerce (B2B EC)Transactions between businesses conducted electro

4、nically over the Internet, extranets, intranets, or private networks; also known as eB2B (electronic B2B) or just B2B4-37/20/20214-4Concepts, Characteristics, and Models of B2B E-CommerceTHE BASIC TYPES OF B2B TRANSACTIONS AND ACTIVITIESSell-sideBuy-sideExchangesSupply chain improvements and collabo

5、rative commerce4-47/20/20214-5Concepts, Characteristics, and Models of B2B E-CommerceTHE BASIC TYPES OF B2B E-MARKETPLACES AND SERVICESOne-to-Many and Many-to-One: Private E-Marketplacescompany-centric ECE-commerce that focuses on a single companys buying needs (many-to- one, or buy-side) or selling

6、 needs (one-to- many, or sell-side)4-57/20/20214-64-67/20/20214-7Concepts, Characteristics, and Models of B2B E-CommerceMany-to-Many: Public Exchangesexchanges (trading communities or trading exchanges)Many-to-many e-marketplaces, usually owned and run by a third party or a consortium, in which many

7、 buyers and many sellers meet electronically to trade with each otherpublic e-marketplacesThird-party exchanges open to all interested parties (sellers and buyers)Supply Chain Improvers and Collaborative Commerce4-77/20/20214-84-87/20/20214-94-97/20/20214-10Concepts, Characteristics, and Models of B

8、2B E-CommerceB2B CHARACTERISTICSParties to the Transaction: Sellers, Buyers, and Intermediariesonline intermediaryAn online third party that brokers a transaction online between a buyer and a seller; may be virtual or click-and-mortar4-107/20/20214-11Concepts, Characteristics, and Models of B2B E-Co

9、mmerceTypes of B2B Transactions: How Do Firms Buy?spot buyingThe purchase of goods and services as they are needed, usually at prevailing market pricesstrategic (systematic) sourcingPurchases involving long-term contracts that usually are based on private negotiations between sellers and buyers4-117

10、/20/20214-12Concepts, Characteristics, and Models of B2B E-CommerceTypes of Materials Traded: What Do Firms Buy?direct materialsMaterials used in the production of a product (e.g., steel in a car or paper in a book)indirect materialsMaterials used to support production (e.g., office supplies or ligh

11、t bulbs)MRO (maintenance, repair, and operation)Indirect materials used in activities that support production4-127/20/20214-13Concepts, Characteristics, and Models of B2B E-CommerceThe Direction of the Tradesvertical marketplacesMarkets that deal with one industry or industry segment (e.g., steel, c

12、hemicals)horizontal marketplacesMarkets that concentrate on a service, material, or a product that is used in all types of industries (e.g., office supplies, PCs)4-137/20/20214-14Concepts, Characteristics, and Models of B2B E-CommerceSUPPLY CHAIN RELATIONSHIPS IN B2BSERVICE INDUSTRIES ONLINE IN B2BP

13、ARTNER AND SUPPLIER RELATIONSHIP MANAGEMENTpartner relationship management (PRM)Business strategy that focuses on providing comprehensive quality service to business partnerssupplier relationship management (SRM)A comprehensive approach to managing an enterprises interactions with the organizations

14、that supply the goods and services it uses.THE BENEFITS AND LIMITATIONS OF B2B4-147/20/20214-15One-to-Many: Sell-Side E-Marketplacessell-side e-marketplaceA Web-based marketplace in which one company sells to many business buyers from e-catalogs or auctions, frequently over an extranetB2B SellersCus

15、tomer Service4-157/20/20214-164-167/20/20214-17One-to-Many: Sell-Side E-MarketplacesSALES FROM CATALOGS: STOREFRONTCustomization and Self-ConfigurationBenefits and Limitations of Online Sales from CatalogsCOMPREHENSIVE SELL-SIDE SYSTEMS4-177/20/20214-18Selling Via Distributors and Other Intermediari

16、esManufacturers can sell directly to businesses, and they do so if the customers are large buyers. Frequently they use intermediaries to distribute their products to a large number of smaller buyers. The intermediaries buy products from many manufacturers and aggregate them into one catalog from whi

17、ch they sell to customers or to retailers.4-187/20/20214-19Selling Via E-AuctionsUSING AUCTIONS ON THE SELL SIDERevenue generationCost savingsIncreased “stickiness”Member acquisition and retentionAUCTIONING FROM THE COMPANYS OWN SITEUSING INTERMEDIARIES IN AUCTIONSEXAMPLES OF B2B FORWARD AUCTIONS4-1

18、97/20/20214-20One-from-Many: E-Procurement at Buy-Side E-Marketplacesbuy-side e-marketplaceA corporate-based acquisition site that uses reverse auctions, negotiations, group purchasing, or any other e-procurement method4-207/20/20214-21One-from-Many: E-Procurement at Buy-Side E-MarketplacesINEFFICIE

19、NCIES IN TRADITIONAL PROCUREMENT MANAGEMENTprocurement managementThe planning, organizing, and coordinating of all the activities relating to purchasing goods and services needed to accomplish the organizations missionmaverick buyingUnplanned purchases of items needed quickly, often at non-prenegoti

20、ated higher prices4-217/20/20214-224-227/20/20214-23One-from-Many: E-Procurement at Buy-Side E-Marketplacese-procurement (electronic procurement)The electronic acquisition of goods and services for organizations via the Internet, EDI, etc.THE GOALS AND PROCESS OF E-PROCUREMENTTypes of E-ProcurementE

21、-sourcingE-tenderingE-reverse auctioningE-informingWeb-based ERPE-market sitesE-MRO4-237/20/20214-244-247/20/20214-254-257/20/20214-26One-from-Many: E-Procurement at Buy-Side E-MarketplacesTHE BENEFITS AND LIMITATIONS OF E-PROCUREMENTThe Benefits of E-ProcurementThe Limitations and Challenges of E-P

22、rocurement4-267/20/20214-27Reverse Auctions at Buy-Side E-Marketplacesrequest for quote (RFQ)The “invitation” to participate in a tendering (bidding) systemCONDUCTING REVERSE AUCTIONSE-Tendering by GovernmentsGROUP REVERSE AUCTIONS4-277/20/20214-284-287/20/20214-29Other E-Procurement Methodsinternal

23、 procurement marketplaceThe aggregated catalogs of all approved suppliers combined into a single internal electronic catalogBenefits of Internal Aggregated Catalogsdesktop purchasingDirect purchasing from internal marketplaces without the approval of supervisors and without the intervention of a pro

24、curement department4-297/20/20214-30Other E-Procurement Methodsgroup purchasingThe aggregation of orders from several buyers into volume purchases so that better prices can be negotiatedInternal Aggregation of Purchasing OrdersExternal Aggregation for Group Purchasing4-307/20/20214-314-317/20/20214-

25、32Other E-Procurement MethodsBUYING AT SELLERS SITESPurchasing Direct GoodsACQUISITION VIA ELECTRONIC BARTERINGbartering exchangeAn intermediary that links parties in a barter; a company submits its surplus to the exchange and receives points of credit, which can be used to buy the items that the co

26、mpany needs from other exchange participantsSELECTING AN APPROPRIATE E-PROCUREMENT SOLUTION4-327/20/20214-33B2B Exchanges: Definitions and ConceptsFunctions of Exchanges1.Matching buyers and sellers2.Facilitating transactions3.Maintaining exchange policies and infrastructureServices Provided by Exch

27、anges4-337/20/20214-344-347/20/20214-354-357/20/20214-36B2B Exchanges: Definitions and ConceptsOWNERSHIP OF B2B EXCHANGESThird-Party Independent Marketplacesconsortium trading exchange (CTE)An exchange formed and operated by a group of major companies in an industry to provide industry-wide transact

28、ion services4-367/20/20214-37B2B Exchanges: Definitions and ConceptsDYNAMIC PRICING IN B2B EXCHANGESdynamic pricingA rapid movement of prices over time and possibly across customers, as a result of supply and demand matchingADVANTAGES, LIMITATIONS, AND THE REVENUE MODEL OF EXCHANGESRevenue Models4-3

29、77/20/20214-384-387/20/20214-39B2B Portals and DirectoriesB2B portalsInformation portals for businessesvortalsB2B portals that focus on a single industry or industry segment; “vertical portals”4-397/20/20214-40B2B Portals and Directoriescorporate (enterprise) portalA major gateway through which empl

30、oyees, business partners, and the public can enter a corporate websiteExamplesTypes of Corporate PortalsPortals for Suppliers and Other PartnersCustomer PortalsEmployee PortalsExecutive and Supervisor Portalsmobile portalsPortals accessible via mobile devices, especially cell phones and PDAs4-407/20

31、/20214-414-417/20/20214-42B2B Portals and DirectoriesThe Functionalities of Portalsinformation portalsPortals that store data and enable users to navigate and query these datacollaborative portalsPortals that allow collaborationCorporate Portal Applications and IssuesDirectory Services and Search En

32、ginesThomas Register and ThomasNetA4-427/20/20214-43B2B In Web 2.0 and Social NetworkingE-COMMUNITIES IN B2BTHE OPPORTUNITIES OF SOCIAL COMMERCE IN B2BTHE USE OF WEB 2.0 TOOLS IN B2B4-437/20/20214-44B2B In Web 2.0 and Social NetworkingSOCIAL NETWORKING IN B2BEXAMPLES OF OTHER ACTIVITIES OF B2B SOCIA

33、L NETWORKSSuccess StoriesSTRATEGY FOR B2B SOCIAL NETWORKINGTHE FUTURE OF B2B SOCIAL NETWORKING4-447/20/20214-45B2B Internet MarketingB2B marketingMarketing by manufacturers and wholesalers along the sell-side of the supply chainORGANIZATIONAL BUYER BEHAVIORA Behavioral Model of Organizational BuyersTHE MARKETING AND ADVERTISING PROCESSES IN B2B4-457/20/20214-464-467/20/20214-47B2B Internet MarketingMETHODS FO