电子商务第二讲课件

1、Chapter 1 Introduction to Electronic Commerce耿立校 Email:lixgengChapter 1 Introduction to Electronic CommerceLearning ObjectivesWhat electronic commerce is and the categories of it How electronic commerce has evolved into a second or Third wave of growthHow economic forces have created a business envi

2、ronment that is fostering the growth of electronic commerceHow business to identify electronic commerce opportunities The opportunities, cautions and concerns that arise in engaging in electronic commerce Chapter 1 Introduction to Electronic CommerceKey ItemsActivity Bonded warehouse Business model

3、Business processes Business unit Business-to-business (B2B)Business-to-consumer (B2C) Business-to-government (B2G) Commodity item Company Consumer-to-consumer (C2C) Culture Customs broker Chapter 1 Introduction to Electronic CommerceKey ItemsDot-com E-procurementElectronic business (e-business) Elec

4、tronic commerce (e-commerce) Electronic data interchange (EDI) Electronic funds transfer (EFT)Firm First-mover advantage Freight forwarder Hierarchical business organization Industry Industry value chain Law of diminishing returns Chapter 1 Introduction to Electronic CommerceKey ItemsLocalization Ma

5、chine translation Market MerchandisingMobile commerce (m-commerce) Network economic structure Network effect Primary activities Procurement Pure dot-comRevenue model Shipping profile Smart phone Social commerce Chapter 1 Introduction to Electronic CommerceKey ItemsSocial networking site Strategic al

6、liance Strategic business unit (SBU) Strategic partners Strategic partnership Supply managementSupporting activities SWOT analysis Telecommuting Telework Trading partners Transaction Transaction costsValue-added network (VAN) Value chain Chapter 1 Introduction to Electronic CommerceKey ItemsValue sy

7、stemVertical integrationVirtual community Virtual company Web 2.0 Wire transferChapter 1 Introduction to Electronic Commerce1.1 Electronic Commerce: Concepts and Categories1.2 The Development and Growth of E-Commerce1.3 Economic Forces and Electronic Commerce1.4 Identifying Electronic Commerce Oppor

8、tunities 1.5 EC: Opportunities, Cautions, and Concerns1.1 Electronic Commerce: Concepts and Categories1.1.1 Electronic Commerce and Electronic Business1.1.2 Categories of Electronic CommerceElectronic CommerceElectronic Business1.1.1 Electronic Commerce and Electronic Business Electronic Commerce (e

9、-commerce, EC)Shopping on the WebIncludes many other activities, such as businesses trading with other businesses and internal company processesElectronic Business (e-business)Broader senseThe transformation of key business processes through the use of internet technologies (IBM)“electronic commerce

10、” and “electronic business ” interchangeably1.1.1 Electronic Commerce and Electronic Business Electronic Commerce All business activities using Internet technologiesInternet and World Wide Web (Web)Other technologies, such as wireless transmissions on mobile telephone networksDot-com (pure dot-com)C

11、ompanies operating only online1.1.1 Electronic Commerce and Electronic Business Five general e-commerce categories (by types of entities participating in the transactions or business process)Business-to-consumer (B2C)Business-to-business (B2B)Business processes Consumer-to-consumer (C2C)Business-to-

12、government (B2G)most commonly used1.1.2 Categories of Electronic CommerceBusiness-to-consumer (B2C)Businesses sell products or services to individual consumersJ, TBusiness-to-business (B2B): e-procurementBusinesses sell products or services to other businessesGBusiness processes that support buying

13、and selling activitiesBusinesses and other organizations maintain and use information to identify and evaluate customers, supplier, and employees.D1.1.2 Categories of Electronic CommerceConsider a company that manufactures stereo speakersThe company might sell its finished product to consumers on th

14、e Web It might also purchase the materials it uses to make the speakers from other companies on the WebThe company must also undertake many other activities to convert the purchased materials into speakers. These activities might include:hiring and managing the people who make the speakers,renting o

15、r buying the facilities in which the speakers are made and stored, shipping the speakers, maintaining accounting records, purchasing insurance, developing advertising campaigns, designing new versions of the speakers. An increasing number of these transactions and business processes can be done on t

16、he Web. 案 例CASEBusiness processes 业务流程The group of logical, related, and sequential activities and transactions in which businesses engage相关术语1.1.2 Categories of Electronic CommerceActivity 业务活动A task performed by a worker in the course of doing his or her jobMay or may not be related to a transacti

17、onTransaction 交易An exchange of valuesuch as a purchase, a sale, or the conversion of raw materials into a finished productAll transactions involve at least one activity , some transactions involve many activities相关术语1.1.2 Categories of Electronic CommerceFIGURE 1-1 Elements of electronic commerceDol

18、lar volume and number of transactionsB2B much greater than B2CNumber of transactionsSupporting business processes greater than B2C and B2B combined1.1.2 Categories of Electronic CommerceConsumer-to-consumer (C2C)Individuals buying and selling among themselvesWeb auction site, Seller acts as a busine

19、ss (for transaction purposes)C2C sales included in B2C categoryBusiness-to-government (B2G)Business transactions with government agenciesB2G transactions included in B2B discussions1.1.2 Categories of Electronic CommerceClassification of EC by transactions or interactions1.1.2 Categories of Electron

20、ic CommerceOthersOnline to Offline (O2O)Designer to Customer (D2C)Business to Team (B2T)Mobile commerce1.1.2 Categories of Electronic Commerce1.1.2 Categories of Electronic Commerce1.1.2 Categories of Electronic CommerceChapter 1 Introduction to Electronic Commerce1.1 Electronic Commerce: Concepts a

21、nd Categories1.2 The Development and Growth of E-Commerce1.3 Economic Forces and Electronic Commerce1.4 Identifying Electronic Commerce Opportunities 1.5 EC: Opportunities, Cautions, and Concerns1.2.1 EFTs and EDI1.2.2 The Dot-Com Boom, Bust, and Rebirth1.2.3 The Second Wave of Electronic Commerce1.

22、2.4 The Third Wave Begins 1.2 The Development and Growth of E-CommerceThe Internet has changed the way people buy, sell, hire and organize business activities in more ways and more rapidly than any other technology in the history of businessIn a broader sense, EC has existed for many yearsEFTs and E

23、DI我的1.2.1 EFTs and EDIElectronic funds transfers (EFTs)电子资金转帐Using by large corporation, financial institutions, and a few other daring businesses Also called wire transfers（电汇）Electronic transmissions of account exchange information over private communications networks1.2.1 EFTs and EDIElectronic d

24、ata interchange (EDI) 电子数据交换Transmitting computer-readable data in a standard format to another business By creating a set of standard formats for transmitting that information electronically, businesses were able to reduce errors, avoid printing and mailing costs, and eliminate the need to reenter

25、the dataFor examples: invoices, purchase orders, bills of lading1.2.1 EFTs and EDITrading partners 贸易伙伴Businesses that engage in EDI with each otherEDI pioneers (General Electric, Sears, Walmart)Improved purchasing processes and supplier relationshipsOne serious problem that potential adopters of ED

26、I faced was the high cost of implementation.To use EDI: buying expensive computer hardware and software; establishing direct network connections to all trading partners or subscribing to a Value-added Network 1.2.1 EFTs and EDIValue-added Network (VAN) 增值网Independent firm that offers connection and

27、transaction-forwarding services to buyers and sellers engaged in EDIEnsure transmitted data securityCharge fixed monthly fee plus per transaction chargeGradually moved EDI traffic to the InternetReduced EDI cost1.2.1 EFTs and EDIMany researchers have noted that electronic commerce is a major change

28、in the way business is conducted and compare it to other historic changes in economic organization such as the Industrial Revolution.Four waves based on the Industrial RevolutionElectronic commerce and the information revolution brought about by the Internet will likely go through a series of waves,

29、 too.1.2.2 The Dot-Com Boom, Bust, and RebirthDot-Com Boom 繁荣 (Irrational exuberance)Between 1997 and 2000: internet-related businesses were started with more than $100 billion of investors moneyDot-Com Bust 破产More than 5000 of these companies went out of business or were acquired in the downturn th

30、at began in 2000Dot-Com Rebirth重生Between 2000 and 2003:more than $200 billion was invested in purchasing electronic commerce businesses that were in trouble and starting new online ventures1.2.2 The Dot-Com Boom, Bust, and RebirthBetween 2008 and 2009：Although the recession devastated many tradition

31、al retailers, online sales continued to grow during that period. B2C and B2B increasing growth rates continueDriving force: people with Internet access increasingYearB2C Sales$ BillionsB2B Sales$ Billions201396311900201282110600201168195002010573860020094877500200845365002007426560020063614800200525

32、54100200417928002003103160020029190020017373020005260019992655019981152019975490199614601.2.2 The Dot-Com Boom, Bust, and RebirthFirst and second wave characteristicsRegional scopeFirst wave: United States phenomenonSecond wave: internationalLanguagesFirst wave: EnglishSecond wave: Multiple language

33、sStart-up capitalFirst wave: easy to obtainSecond wave: companies using internal funds1.2.3 The Second Wave of Electronic CommerceFirst and second wave characteristicsInternet connection technologies usedFirst wave: slow and inexpensive (especially B2C)Second wave: broadband connectionsElectronic ma

34、il contact with customers (e-mail) useFirst wave: unstructured communicationSecond wave: integral part of marketing, customer contact strategiesRevenue sourceAdvertisingFirst wave: online advertising (failed)Second wave: Internet advertising (more successful)1.2.3 The Second Wave of Electronic Comme

35、rceFirst and second wave characteristicsDigital product salesFirst wave: fraught with difficulties (music industry)Second wave: fulfilling available technology promise, such as Web 2.0Business online strategy First wave: first-mover advantageSecond wave: businesses not relying on first-mover advanta

36、ge1.2.3 The Second Wave of Electronic CommerceWeb 1.0199?-2003Web 2.02003-20?特点通过浏览器阅读网页网页和其它通过web分享的内容，更互动，类似程序模式“读”“写”的贡献主要内容单元网页篇/记录形态静态动态浏览方式浏览器浏览器、RSS阅读器、其它体系结构Client server(C/S)Web Server(W/S)内容创建者网页编写者任何人主导者IT精英精英+业余人士1.2.3 The Second Wave of Electronic Commerce1.2.3 The Second Wave of Electr

37、onic Commerce1.2.3 The Second Wave of Electronic Commerce1.2.3 The Second Wave of Electronic CommerceAccentuated by mobile telephone based mobile commerceInternet access and smart phones Smart phoneMobile phones that include a Web browser, full keyboard, and an identifiable operating system that all

38、ows users to run various software packagesTablet computersInternet truly available everywhere1.2.4 The Third Wave BeginsInternet technology integrationFirst wave: bar codes, scannersSecond wave: Radio Frequency Identification (RFID) devices, smart cards, biometric technologiesIncreasing integration

39、will lead to more effective B2BWeb 2.0: making new Web business possibleSocial commerce is the use of interpersonal connections online to promote or sell goods and services1.2.4 The Third Wave BeginsNot all of the future of EC is based on second and third wave developments. Some of the first wave co

40、mpanies were successful, such as A, eBay, and Yahoo,tencent, alibaba. The third wave of EC will provide new opportunities for these business .1.2.4 The Third Wave BeginsChapter 1 Introduction to Electronic Commerce1.1 Electronic Commerce: Concepts and Categories1.2 The Development and Growth of E-Co

41、mmerce1.3 Economic Forces and Electronic Commerce1.4 Identifying Electronic Commerce Opportunities 1.5 EC: Opportunities, Cautions, and Concerns1.3.1 Transaction Costs1.3.2 Markets and Hierarchies1.3.3 Using Electronic Commerce to Reduce Transaction Costs1.3.4 Network Economic Structures1.3.5 Networ

42、k Effects1.3 Economic Forces and Electronic CommerceEconomicsIs the study how people allocate scarce resourcesOne important way that people allocate resource is through commerceThe other major way is through government actions, such as taxes or subsides1.3 Economic Forces and Electronic CommerceMany

43、 economists are interested in how people organize their commerce activities. One way people do commerce activities is to participate in markets.Two conditions of a marketPotential sellers come into contact with potential buyersA medium of exchange is available (currency or barter)1.3 Economic Forces

44、 and Electronic CommerceMost economists agree that markets are strong and effective mechanisms for allocating scarce resources. Expect most business transactions to occur within markets. However, much business activity today occurs within large hierarchical business organizations, which economists g

45、enerally refer to as firms, or companies.These large firms often conduct many different business activities entirely within the organizational structure of the firm and participate in markets only for purchasing raw materials and selling finished products. 1.3 Economic Forces and Electronic Commerce

46、Organization hierarchy (flat or many levels)Bottom level includes largest number of employeesPyramid structureNobel laureate Ronald Coase wrote an essay in 1937:why individuals who engaged in commerce often created firms to organize their activities.Coase concluded : that transaction costs were the

47、main motivation for moving economic activity from markets to hierarchically structured firms.1.3 Economic Forces and Electronic CommerceTransaction cost交易成本Total costs that a buyer and seller incur as they gather information and negotiating purchase-and-sale transactionSignificant components of tran

48、saction costs:Brokerage fees and sales commissionsCost of information search and acquisitionInvestment of the seller in equipment or in the hiring of skilled employees to supply products or services to the buyerSweater dealer example (Figure 1-6)1.3.1 Transaction CostsFIGURE 1-6 Market form of econo

49、mic organization1.3.1 Transaction CostsCoases analysis of high transaction costsHierarchical organizations formedReplace market-negotiated transactionsStrong supervision and worker-monitoring elementsThe organization may:Hire knitters instead of negotiating with individuals Supply them with yarn and

50、 knitting toolsSupervise and monitor their work activityInformation flow1.3.2 Markets and HierarchiesFIGURE 1-7 Hierarchical form of economic organization1.3.2 Markets and HierarchiesFIGURE 1-8 Network form of economic organization1.3.4 Network Economic StructuresVertical integration垂直一体化The practic

51、e of an existing firm replacing one or more of its supplier markets with its own hierarchical structure for creating the supplied productOliver Williamson (extended Coases analysis)Complex manufacturing, assembly operationsHierarchically organized, vertically integratedManufacturing innovations incr

52、eased monitoring activities efficiency and effectiveness1.3.2 Markets and HierarchiesDuring the years from the Industrial Revolution through the present, the size and level of vertical integration of firms have increased. In some very large organizations, however, monitoring systems have not kept pa

53、ce with the organizations increase in size. Strategic business unit (SBU, business unit)An autonomous part of a companyTheir own mission and objectives1.3.2 Markets and HierarchiesBusinesses and individuals can use electronic commerce to reduce transaction costs by:Improving the flow of informationI

54、ncreasing coordination of actionsEC can change the attractiveness of vertical integration for many firms by:Reducing the cost of searching for potential buyers and sellers increasing the number of potential market participants1.3.3 Using EC to Reduce Transaction CostsNetwork economic structuresNeith

55、er a market nor a hierarchyCompanies coordinate their strategies, resources, and skill sets by forming long-term, stable relationships with other companies and individuals based on shared purposes (Strategic alliances)Virtual companiesStrategic alliances that occur between or among companies operati

56、ng on the Internet1.3.4 Network Economic StructuresNetwork organizations Are particularly well suited to technology industries that are information intensive.Sweater exampleKnitters organize into networks of smaller organizationsSpecialize in styles or designsElectronic commerce can make such networ

57、ks ,which rely extensively on information sharing, much easier to construct and maintain. Some researchers believe that these network forms of organizing commerce will become predominant in the near future1.3.4 Network Economic StructuresLaw of diminishing returns 边际效益递减Most activities yield less va

58、lue as the amount of consumption increasesExample：hamburgerNetwork effectException to law of diminishing returnsAs more people or organizations participate in a network, the value of the network to each participant increasesExample：Email and mobile phonesInternet e-mail accounts are far more valuabl

59、e than single-organization e-mail accounts because of the network effect.1.3.5 Network EffectsNeed way to identify business processesRegardless of how businesses in a particular industry organize themselvesas markets, hierarchies, or networksyou will need a way to identify business processes and eva

60、luate electronic commerce suitability for each process1.3.5 Network EffectsChapter 1 Introduction to Electronic Commerce1.1 Electronic Commerce: Concepts and Categories1.2 The Development and Growth of E-Commerce1.3 Economic Forces and Electronic Commerce1.4 Identifying Electronic Commerce Opportuni