电子商务管理视角CH02（课堂PPT）

1、.Chapter 2E-Marketplaces: Structures, Mechanisms, Economics, and Impacts.2-2Learning Objectivesl Define e-marketplaces and list their components.l List the major types of e-marketplaces and describe their features.l Describe the various types of EC intermediaries and their roles.l Describe electroni

2、c catalogs, shopping carts, and search engines.l Describe the major types of auctions and list their characteristics.2-3Learning Objectivesl Discuss the benefits, limitations, and impacts of auctions.l Describe bartering and negotiating online.l Define m-commerce and explain its role as a market mec

3、hanism.l Discuss competition in the digital economy.l Describe the impact of e-marketplaces on organizations and industries.2-4l蓝色尼罗河公司是如何改变珠宝产业的？.2-5lObolee（F2C, Factory to Customer）2009年4月底进军珠宝电子商务的欧宝丽，仅仅8个月销售突破5000万元，一跃成为中国珠宝电子商务行业一匹黑马。据了解，目前国内珠宝电子商务企业近2000家，但九成以上品牌都还处在“盲人摸象”阶段，多数处于未盈利甚至亏损状态，欧宝丽在

4、短短8个月时间里创造5000万的奇迹，确实不简单。在广州某个体验店甚至出现客人排队买单的壮观场面，欧宝丽一天的营业额相当于一个专柜一个月的营业额。成功要诀：第一，首创的F2C新模式大大地缩短了产业链，挤出许多没必要的水分，从而降低成本。第二，运用鼠标+水泥的营销模式。网络引客体验店体验线下谈成交易线上完成支付之后永远在线上购买。.2-6l珠宝电子商务3种模式：l纯电子商务：即不开体验店，完全在网上完成看货、选货、下单、支付等一系列交易程序。典型代表有美国蓝色尼罗河和中国的戴维尼。这样模式由于没有体验店为产品形象做宣传，所有要大量投入广告，因此必须有雄厚的资金支持。l网络+体验店：典型代表有钻石

5、小鸟。这类珠宝电子商务，一般存现货存放不多，主要靠现场选择裸钻，现场定制为主。1.网络+工厂体验店，代表有欧宝丽。这类直接把工厂搬到前台，省去更多中间环节，有大量现货，满足消费者及时性需求。.2-7E-Marketplacesle-marketplaceAn online market, usually B2B, in which buyers and sellers exchange goods or services; the three types of e-marketplaces are private, public, and consortia（consortium, an as

6、sociation or a combination, as of businesses, financial institutions, or investors, for the purpose of engaging in a joint venture）.2-8E-Marketplaces.2-9E-MarketplaceslmarketspaceA marketplace in which sellers and buyers exchange goods and services for money (or for other goods and services) but do

7、so electronically.2-10E-Marketplacesl Customersl Sellersl Products and servicesl digital productsGoods that can be transformed to digital format and delivered over the Internetl Infrastructurel Front endl Back endl IntermediariesThird parties that operates between sellers and buyersl Other business

8、partnersl Support servicesE-Marketplace Components and Participants.2-11E-Marketplacesl front endThe portion of an e-sellers business processes through which customers interact, including the sellers portal, electronic catalogs, a shopping cart, a search engine, and a payment gatewayl back endThe ac

9、tivities that support online order fulfillment, inventory management, purchasing from suppliers, payment processing, packaging, and delivery.2-12Types of E-Marketplaces: From Storefronts to PortalslElectronic StorefrontslstorefrontA single companys Web site where products or services are soldle-mall

10、 (online mall)An online shopping center where many online stores are locatedlVisualization and virtual realty in shopping malls.2-13Types of E-Marketplaces: From Storefronts to PortalslTypes of Stores and MallslGeneral stores/mallslSpecialized stores/mallslRegional versus global storeslPure-play onl

11、ine organizations versus click-and-mortar stores.2-14Types of E-Marketplaces: From Storefronts to Portals.2-15Types of E-Marketplaces: From Storefronts to Portalsl Types of E-Marketplaceslprivate e-marketplacesOnline markets owned by a single company; may be either sell-side and/or buy-side e-market

12、placeslsell-side e-marketplaceA private e-marketplace in which one company sells either standard and/or customized products to qualified companieslbuy-side e-marketplaceA private e-marketplace in which one company makes purchases from invited suppliers.2-16Types of E-Marketplaces: From Storefronts t

13、o PortalslTypes of E-Marketplaceslpublic e-marketplacesB2B marketplaces, usually owned and/or managed by an independent third party, that include many sellers and many buyers; also known as exchanges.2-17Types of E-Marketplaces: From Storefronts to Portalsl information portalA single point of access

14、 through a Web browser to business information inside and/or outside an organizationl Types of PortalslCommercial (public)lCorporatelPublishinglPersonallMobilelVoicelKnowledge.2-18Types of E-Marketplaces: From Storefronts to Portals.2-19Transactions, Intermediation, and Process in E-CommercelSellers

15、, Buyers, and TransactionslA seller (retailer, wholesaler, or manufacturer) sells to customerslThe seller buys from suppliers: either raw material (as a manufacturer) or finished goods (as a retailer).2-20Transactions, Intermediation, and Process in E-Commerce.2-21Transactions, Intermediation, and P

16、rocess in E-CommercelThe Roles and Value of Intermediaries in E-marketplaceslinfomediariesElectronic intermediaries that provide and/or control information flow in cyberspace, often aggregating information and selling it to others.2-22Transactions, Intermediation, and Process in E-CommercelA broker

17、is a company that facilitates transactions between buyers and sellerslTypes of brokerslBuy/sell fulfillmentlVirtual malllMetamediarylBountylSearch agentlShopping facilitator.2-23Transactions, Intermediation, and Process in E-Commercel Intermediaries can address the following five important limitatio

18、ns of direct interaction:l Search costsl Lack of privacyl Incomplete informationl Contract risk1. Pricing inefficiencies.2-24Transactions, Intermediation, and Process in E-Commercel e-distributorAn e-commerce intermediary that connects manufacturers with business buyers (customers) by aggregating th

19、e catalogs of many manufacturers in one placethe intermediarys Web site.2-25Transactions, Intermediation, and Process in E-Commercel disintermediationElimination of intermediaries between sellers and buyersl reintermediationEstablishment of new intermediary roles for traditional intermediaries that

20、have been disintermediated, or for newcomers.2-26Transactions, Intermediation, and Process in E-Commerce.2-27Electronic Catalogs and Other Market Mechanismslelectronic catalogsThe presentation of product information in an electronic form; the backbone of most e-selling siteslThree dimensions of elec

21、tronic catalogs:lThe dynamics of the information presentationlThe degree of customization1.Integration with business processes.2-28Electronic Catalogs and Other Market Mechanisms.2-29Electronic Catalogs and Other Market Mechanismsl search engineA computer program that can access databases of Interne

22、t resources, search for specific information or keywords, and report the resultsl software (intelligent) agentSoftware that can perform routine tasks that require intelligence.2-30Electronic Catalogs and Other Market Mechanismsl electronic shopping cartAn order-processing technology that allows cust

23、omers to accumulate items they wish to buy while they continue to shop.2-31Auctions as EC Market Mechanismsl auctionA competitive process in which a seller solicits consecutive bids from buyers (forward auctions) or a buyer solicits bids from sellers (backward auctions). Prices are determined dynami

24、cally by the bids.2-32Auctions as EC Market MechanismslTraditional Auctions versus E-AuctionslLimitations of traditional offline auctionslrapid process gives potential buyers little time to make a decisionlelectronic auction (e-auction)Auctions conducted onlineldynamic pricingPrices that change base

25、d on supply and demand relationships at any given time.2-33Auctions as EC Market Mechanismsl Types of Auctionsl One buyer, one sellerl One seller, many potential buyersl forward auctionAn auction in which a seller entertains bids from buyers. Bidders increase price sequentially.2-34Auctions as EC Ma

26、rket MechanismslOne buyer, many potential sellerslreverse auction (bidding or tendering system)Auction in which the buyer places an item for bid (tender) on a request for quote (RFQ) system, potential suppliers bid on the job, with the price reducing sequentially, and the lowest bid wins; primarily

27、a B2B or G2B mechanisml“name-your-own-price” modelAuction model in which a would-be buyer specifies the price (and other terms) he or she is willing to pay to any willing and able seller. It is a C2B model that was pioneered by P.2-35Auctions as EC Market Mechanisms.2-36Auctions as EC Market Mechani

28、smsl Many sellers, many buyersl double auctionAuctions in which multiple buyers and their bidding prices are matched with multiple sellers and their asking prices, considering the quantities on both sides.2-37Auctions as EC Market Mechanismsl Benefits of E-Auctionsl Benefits to Sellers l Benefits to

29、 Buyers l Benefits to E-Auctioneersl Limitations of E-Auctionsl Minimal securityl Possibility of fraudl Limited participation.2-38Auctions as EC Market Mechanismsl Impacts of Auctionsl Auctions as a coordination mechanisml Auctions as a social mechanism to determine a pricel Auctions as a highly vis

30、ible distribution mechanisml Auctions as an EC component.2-39Bartering and Negotiating OnlinelOnline BarteringlbarteringThe exchange of goods or servicesle-bartering (electronic bartering)Bartering conducted online, usually in a bartering exchangelbartering exchangeA marketplace in which an intermed

31、iary arranges barter transactions.2-40Bartering and Negotiating OnlinelOnline NegotiatinglNegotiated pricing commonly is used for expensive or specialized products lNegotiated prices also are popular when large quantities are purchased lMuch like auctions, negotiated prices result from interactions

32、and bargaining among sellers and buyers.2-41E-Commerce in the Wireless Environmentlmobile computingUse of portable devices, including smart cell phones, usually in a wireless environment. It permits real-time access to information, applications, and tools that, until recently, were accessible only f

33、rom a desktop computer.2-42E-Commerce in the Wireless Environmentlmobile commerce (m-commerce)E-commerce conducted via wireless deviceslm-businessThe broadest definition of m-commerce, in which e-business is conducted in a wireless environment.2-43E-Commerce in the Wireless Environmentl The Mobility

34、 RevolutionlOrganizations are embracing mobilized computing technologies for several reasons:lImproved productivity of workers in the fieldlWireless telecom support for mobility is growing quicklylMore applications can run both online and offlinelThe prices of notebook computers, wireless handhelds,

35、 and smart phones continue to fall as their capabilities increase.2-44E-Commerce in the Wireless Environmentl The Promise of M-Commercel location-based commerce (LBC)An m-commerce application targeted to a customer whose location, preferences, and needs are known in real timel M-Commerce Adoptionl A

36、lthough there are currently many hurdles to the widespread adoption of m-commerce, many companies are already shifting their strategy to the mobile world.2-45Competition in the Digital Economy and Its Impact on IndustrieslInternet ecosystemThe business model of the Internet economy.2-46Competition i

37、n the Digital Economy and Its Impact on IndustrieslLower search costs for buyerslSpeedy comparisons lLower priceslCustomer servicel Barriers to entry are reducedl Virtual partnerships multiplyl Market niches aboundl Differentiation and personalizationCompetitive FactorsOnline Transactions Allow:.2-4

38、7Competition in the Digital Economy and Its Impact on IndustriesldifferentiationProviding a product or service that is uniquelpersonalizationThe ability to tailor a product, service, or Web content to specific user preferences .2-48Competition in the Digital Economy and Its Impact on IndustrieslPort

39、ers Competitive Analysis in an Industrylcompetitive forces modelModel devised by Porter that says that five major forces of competition determine industry structure and how economic value is divided among the industry players in an industry; analysis of these forces helps companies develop their com

40、petitive strategy.2-49Competition in the Digital Economy and Its Impact on Industriesl Impact on Whole Industriesl Patient self-care is growing rapidlyl The amount of free medical information is exploding l Patient empowerment is gaining importancel Increasing electronic interaction among patients,

41、hospitals, pharmacies, etc.l Increasing digital hospital and other health-care facilitiesl Data collected about patients is growing in amount and qualityl Easy and shared access to patient datal Elder care and special types of care are improving significantly due to wireless systemsl Increasing need to protect patient privacy and contain cost.2-50Impacts of EC on Business Processes and Organizations.2-51Impacts of EC o