中学英语01-Overview of E-commerce课件

ChapterOneoverviewE-CommerceCase：A

Case：A

Case：A

Case：A

Case：A

JeffBezos杰夫·贝索斯他创办了全球最大的网上书店Amazon（亚马逊），并成为经营最成功的电子商务网站之一，引领时代潮流。贝佐斯是全球电子商务的第一象征。1999年当选《时代》周刊年度人物。Case：A

Questions

forthecaseWhatarethemainfactorsfortheAmazon’ssuccess?WhatcanwelearnfromtheAmazon’ssuccess?Case：A

AnalysisforthecasefindingastrategicopportunityofsellingbooksonlineHavingthesupplierstructureofbooksellingindustryDesigningasalesassociateprogramSeekingnewstrategicopportunitiesduringitsgrowthFocusingonimprovingeveryprocessinvolvedinbooksbuying,promoting,sellingandshippingKeypointsinthischapterThedefinitionandelementsofE-commerceDifferenttypesofE-commerceThehistoryanddevelopmentofE-commerceTheimpactofrelevantdisciplinesonE-commerceE-commerceOverview

E-commerceOverview

1.1.TheBasicConceptofEC

1.2.ECEmergenceandDevelopment

1.3.ECInfluence

E-commerceOverview

1.1.TheBasicConceptofEC

1.2.ECEmergenceandDevelopment

1.3.ECInfluence

1.1.1.TheDefinitionofEC

1.1.2.TheContentsofEC

1.1.3.ECFunctionalFeatures

E-commerceOverview1.1.TheBasicConceptofECYoucangothroughthefirsttwoparagraphsinthissectionandtrytodiscussthefollowingquestions.1.1.TheBasicConceptofECWhatiscommerce?Howaretheformsandcontentsofcommercechangingconstantly?Doyouknowthemediumofcommerce?canyoulistsome?Whataretheelectronictools?1.1.TheBasicConceptofECCommerce

referstoeconomicactivityinvolvingtheexchangeofcommodities.TraditionalcommerceE-commerceVS传统商务的市场模式1.1.TheBasicConceptofEC电子商务的市场模式1.1.TheBasicConceptofEC传统商务与电子商务的比较项目传统商务电子商务信息提供根据销售商的不同而不同透明、准确流通渠道企业

批发商

零售商

消费者企业

消费者交易对象部分地区全球交易时间规定的营业时间内24小时销售方法通过各种关系买卖完全自由购买顾客方便度受时间与地点的限制顾客按自己的方式购物对应顾客需要用很长时间掌握顾客的需求能够迅速捕捉顾客的需求，及时应对销售地点需要销售空间虚拟空间1.1.TheBasicConceptofECATypicalCase王健林马云VSTraditionalRetailingE-commerce1.1.TheBasicConceptofECEC,asitsnameimplies,isthebusinessoperationbasedontheelectronicandnetworktechnology.1.1.1.The

Definition

of

E-commerceECisexactlyasetofcommercialactivitiesconductedbyemployingcomputers,networktechnologyandothermodernscientificmeans.ECisthecommercethatrealizesitsoperatingprocessbyusingelectronictechnology.1.1.TheBasicConceptofEC1.1.1.TheDefinitionofE-commerce

通俗地说，其内容包含两个方面，一是电子方式，二是商贸活动。电子商务指的是利用简单、快捷、低成本的电子通讯方式，买卖双方不谋面地进行各种商贸活动。补充：对电子商务的各种定义OECD（联合国经济合作和发展组织）的定义电子商务是发生在开放网络上的包括含企业之间、企业和消费者之间的商业交易。全球信息基础设施委员会电子商务工作组的定义电子商务是运用电子通讯作为手段的经济活动，通过这种方式人们可以对带有经济价值的产品和服务进行宣传、购买和结算。1.1.TheBasicConceptofEC欧洲议会电子商务是通过电子方式进行的商务活动。加拿大电子商务协会电子商务是通过数字通讯进行商品和服务的买卖以及资金的转移，它还包括公司间和公司内利用电子邮件，电子数据交换，文件传输、传真、电视会议、远程计算机联网所能实现的全部功能（如：市场营销、金融结算、销售以及商务谈判）。1.1.TheBasicConceptofEC补充：对电子商务的各种定义美国政府在全球电子商务纲要中给出的定义电子商务是指通过Internet进行的各项商务活动，包括广告、交易、支付、服务等活动，全球电子商务将涉及世界各国。IBM的定义电子商务是在Internet的广阔联系与传统信息技术系统的丰富资源相互结合的背景下，应运而生的一种在互联网上展开的相互关联的动态商务活动，有广义和狭义之分。1.1.TheBasicConceptofEC补充：对电子商务的各种定义权威学者---瑞维•卡拉科塔和安德鲁•B•惠斯顿在专著《电子商务的前沿》中给出的定义：广义地说，电子商务是一种现代商业方法。这种方法通过改进产品和服务质量、提高服务传递速度，满足政府组织、厂商和消费者的降低成本的需求。1.1.TheBasicConceptofEC补充：对电子商务的各种定义E-commerceelectroncommerceE-commerceelectroncommerce1.1.TheBasicConceptofEC综上所述对于电子商务的理解主要集中在“电子”与“商务”范围的界定及两者的侧重点上。“电子手段”与“商务活动”的关系：前者是皮，后者是毛。应以商业为主，技术为辅，将电子手段作为实现商务目标的手段.Internet/IP/IP-VPNInternet/IP/IP-VPNFinancePrivateNetwork(FPN)ConsumerBusinessCertificateAuthority(CA)Bank-IssueBank-ReceivePaymentGateway1.1.TheBasicConceptofECE-commerceactivities1.1.TheBasicConceptofECInthenarrowsenseUnderstandingforthedefinitionEC(ElectronicCommerce)initsnarrowsense,whichisalsosometimescalled"electronictrade“,referstotransactionsandserviceactivitiesconductedintheelectronicform

ontheInternet,Intranet['intrənet]andVAN.1.1.TheBasicConceptofECInthebroadsenseUnderstandingforthedefinition

EC

initsbroadsense,whichisalsocalledEB(ElectronicBusiness),referstotheentirebusinessprocessofthecommerce

includingelectronictransactions

andtheadministrativeoperation

realizedwithelectronictoolsbyapplyingcomputer,networktechnologyandthemoderninformationcommunicationtechnologyaccordingtocertainstandards.商务交易行政作业/操作Thuswecansaythatthenarrowsenseisthebasiccategory,while

thebroadsenseisthedefinitionofelectroniccommercesystem

whichpossessesmodernfeaturesandrealisticsignificance.Withoutanyspecialstatement,electroniccommerceusuallydenotes[dɪ'nəʊts]thebroadsense.1.1.TheBasicConceptofECE-BusinessismorethanE-Commerce.

E-Business比E-Commerce大，不仅有网上交易，还包括供应链管理（SCM）、客户关系管理（CRM）、部门管理（DM）、企业流程再造（BPR）等，是对原有电子商务概念的拓广。1.1.TheBasicConceptofECE-BusinessE-Commerce电子商务电子业务SCMCRMDMERPBPRE－businessE-COMMERCE1.1.TheBasicConceptofEC1.1.2.TheContentsofE-commerce1.1.TheBasicConceptofEC[kɒnə'teɪʃ(ə)n]

1.TheConnotationofE-commerceThePrerequisiteforE-commerceTheFoundationofE-commerceTheCoreofE-commerceTheSupportofE-commerceTheCenterofE-commerceTheprerequisiteforECisinformatization.Electronicinformationtechnologyrepresentsthepresentsocietytechnologyanditisaneffectivetooltodevelopandutilizeinformationresources.1.1.TheBasicConceptofECPrerequisite[priː'rekwɪzɪt]Reasonableandaccuratecollectingandprocessingofinformation

arethefoundationofthedevelopmentandtheapplicationoftheE-commerce.1.1.TheBasicConceptofECFoundationManisthecoreofE-commerce.ItisessentialtoemphasizethedecisiveroleofhumanbeingsinE-commerce.ManisthedominatorofE-commerce.1.1.TheBasicConceptofECCoreTheelectronictoolsrefertothoseserialized['siəriəlaizd]andsystematized['sistimətaizd]onesthatcankeepupwiththedevelopmentoftheinformationera.1.1.TheBasicConceptofECSupportThecenterofE-commerceisthecommercialactivities.Production,circulation,distribution,exchangeandconsumption.Commodityexchangeisthecenteroftheseintermediatelinks.Goodsareproducedforexchange.1.1.TheBasicConceptofECCenter1.1.2.TheContentsofEC1.1.TheBasicConceptofEC[diːnəʊ'teɪʃn]

2.TheDenotationofECTheDevelopmentofElectronicToolsTheExpansionofCommodityCategoryTheExpansionofCommerceComputerNetworkElectroniccomponents1.1.TheBasicConceptofECTheDevelopmentofElectronicToolsdigitalizationnetworkingIntellectualization&integration['intə,lektjuəlai'zeiʃən]DiversityKindsCategory

TheExpansionofCommodityCategory1.1.TheBasicConceptofEC

Thecommerceisintegrated

intoawhole.

Themarketcanbebuiltinto

unified

one.

Themarketsupervisionwillbecomecompulsory.[kəm'pʌlsəri]1.1.TheBasicConceptofECTheExpansionofCommerce1.1.3.ECFunctionalFeatures1.1.TheBasicConceptofEC1.TheFunctionsofEC

ContentManagementCollaboration:CoordinativeProcessingCommerce:TransactionServices[kə,læbə'reiʃən]CommerceCollaborationContentManagement1.1.TheBasicConceptofECManagementofinformationCoordinativeprocessingTransactionservicesSpecificallyspeaking,functionsareasfollows:1.advertising2.negotiation3.onlineorder4.onlinepayment5.e-account6.servicetransmission7.suggestions8.management1.1.TheBasicConceptofEC(1)广告宣传(2)咨询洽谈(3)网上订购(4)网上支付(5)电子账户(6)服务传递(7)意见征询(8)交易管理

2.TheFeaturesofEC

CommerceServicesSecurityCoordinationIntegrationExtension1.1.TheBasicConceptofEC1.1.3.ECFunctionalFeatures1.1.TheBasicConceptofEC1.1.4.ECClassification分类标准分类按照商业活动的运作方式来分完全电子商务，不完全电子商务按照开展电子交易的范围来分本地电子商务，远程国内电子商务，全球电子商务按照交易对象来分数字化商品（完全EC）；非数字化商务商品；网上服务按照参与主体来分B2B;B2C;C2C;B2G等按照应用平台来分专用网（如EDI）；互联网（Internet）；电话网；电视网；三网合一按照是否在线支付分在线支付型；非在线支付型

E-commerceOverview

TheBasicConceptofEC

ECEmergenceandDevelopment

ECInfluence

TheDevelopingProcessofEC

TheCurrentSituationof

ECTheTrendoftheECDevelopment

E-commerceOverview计算机的广泛应用（重要基础）网络的普及和成熟（应用条件）信用卡的普及应用（重要手段）电子安全交易协议的制定（安全环境）政府的支持与推动（有利支持）补充：电商产生和发展的条件1.2.ECEmergence&Development1.2.ECEmergence&DevelopmentFirststageE-commercebasedonEDISecondstageE-commercebasedontheInternet

ThirdStageE-commerceofE-concept

TraditionCommenceECBased-onInternetECBased-onEDIE-ConceptEC1.2.1.TheDevelopingProcessofEC1.2.2.TheCurrentSituationofEC1.2.ECEmergence&Development

TheDevelopmentofECOverseas

NorthAmericaEuropeAsia

TheECDevelopmentinChina(1)1998-2002

Beginning萌芽阶段(2)2003-2006Increasingfast高速增长阶段(3)2007-2010Developingdeeply纵深发展阶段中国电子商务的发展（1）98年～02年萌芽阶段

这个阶段里中国的网民数量相比起今天是在是少得可怜，根据2000年年中公布的统计数据，中国网民仅1000万。而且这个阶段，网民的网络生活方式还仅仅停留于电子邮件和新闻浏览的阶段。网民未成熟，市场未成熟，以8848为代表的B2C电子商务站点能说得上是当时最闪耀的亮点。可惜8848最终逝去，萌芽期的电子商务环境里没能养活几家电子商务平台，只是孕育了一批初级的网民。这个阶段要发展电子商务难度相当大。

1.2.ECEmergence&Development（2）03年～06年高速增长阶段

当当、卓越、阿里巴巴、慧聪、全球采购、淘宝，这几个响当当的名字成了互联网江湖里的热点。这些生在网络长在网络的企业，在短短的数年内崛起，和网游、SP企业等一起搅翻了整个通信和网络世界。以前程无忧网络招聘为例，在这个以专门发行招聘报纸的企业，03年初的时候还是投报纸广告送网络招聘会员，到今天已经变成了投放网络招聘广告赠送报纸招聘广告，可见变化之巨大。1.2.ECEmergence&Development中国电子商务的发展（3）07年～10年电子商务纵深发展阶段

这个阶段最明显的特征就是，电子商务已经不仅仅是互联网企业的天下。数不清的传统企业和资金流入电子商务领域，使得电子商务世界变得异彩纷呈。

首先：阿里巴巴上市标志着B2B领域的发展步入了规范化、稳步发展的阶段；淘宝的战略调整，百度的试水意味着C2C市场将在高速发展的同时不断的优化和细分市场。PPG、红孩子、京东的火爆，不仅引爆了整个B2C领域，更让众多传统商家按耐不住纷纷跟进。

1.2.ECEmergence&Development中国电子商务的发展1.2.3.TheTrendofECDevelopment1.2.ECEmergence&Development

TheDevelopmentofECTheoryECisaninnovationtoallthehumanbeings.ThedevelopmentofECcallsfornewtheoriesasitsguidelineandpromotestheemergenceoftheneweconomictheory.1.2.ECEmergence&Development

TheDevelopmentofECTechnology

Thecomputerco-workingtechnologyandrelianceonco-workingsystem,etc.Thesolutionsforthemediumandsmalluserswillbedeveloped.Thereappearsthemobileembeddedautomaticgeneratingelectroniccommercetechnology.Theflexiblecustomizableelectroniccommercesystemwillappear.1.2.3.TheTrendofECDevelopment

TheDevelopmentofECApplicationBBSEDGVoIP、BT、SNS、RSS、Blog、Mobilevalue-addedservices、On-linegameEDISCM、CRM、ERP、Portal、SearchEngineASP、BI、BPMOA、MRPⅡ、E-mailServicelevelDegreeofcommunityNetworkintroducedInformationlevelWeb2.0DataInformationServiceCommunityIndividual1.2.ECEmergence&Development1.2.3.TheTrendofECDevelopmentThetennewtrendsoftheECapplication:

AlternativeadvertisingReallySimpleSyndicationChangesinAOLbusinessmodelOn-DemandTVWirelessbroadbandRadioFrequencyIdentification,RFIDVoIPLinuxCross-channelretailingITsecurity1.2.ECEmergence&Development

E-commerceOverview

TheBasicConceptofEC

ECEmergenceandDevelopment

ECInfluence

ECInfluenceonEconomy

TheImpactofEConEnterprise

TheImpactofEContheGovernment

E-commerceOverview1.3.ECInfluence1.ECInfluenceonEconomy

TheMarketStructureAPStrategyCommerceStructureMarketAdmission1.3.ECInfluence2.TheImpactofEConEnterprise

TheImpactontheEnterpriseBusinessActivitiesTheChangeofEnterpriseCompetitionTheTransformationinEnterpriseStructure

TheTransformationintheExternalIndustrialStructure1.3.ECInfluence3.TheImpactofEContheGovernmentElectroniccommercedoesnotimpactonnationaleconomyandsocialdevelopmentbutalsoongovernmentadministration.Thedevelopmentofelectroniccommerceneedsgovernment’spromotion

anditrequiresthereformingovernmentadministration.ThedevelopmentofE-governmentisnowimprovingthegovernmentadministrationandisrealizingfair,just,andopengovernment.时空观念的转换低成本扩张的可能性营销观念的变革学习的重要性1.3.ECInfluence补充：电子商务对思维方式的影响信息传播方面－－网上信息传播生活方式方面－－轻点鼠标办公方式方面－－在家办公成为时尚消费方式方面－－网上购物教育方式方面－－远程教育1.3.ECInfluence补充：电商对人类工作和生活方式的影响Summary

Fromthemacroscopicperspective,theelectroniccommerceisanotherrevolutionofcomputernetwork.Itestablishesaneweconomyorderbyusingtheelectronictools.Itinvolvesnotonlytheelectronictechnologyandthecommerce,butalsoothersocialfacets,suchasfinance,taxadmini