经典：南京财经大学电子商务英文版课件chapter1

IntroductiontoElectronicBusiness

SchoolofInternationalEconomyandTradeElectronicBusinessDepartment

Maoyanni@263.ne彦妮1InterdisciplinaryNatureofECMarketingComputerscienceConsumerbehaviorandpsychologyFinanceEconomicsManagementinformationsystemAccountingandauditingManagementBusinesslawandEthnicOthersAboutE-CommerceCourse2FoundationofECNetworkEconomyInfrastructureforECE-marketsElectronicPaymentsystemsLogisticsandSupplychainManagementInformationManagementTheFrameworkofthecourse电子商务四要素：商流、资金流、物流、信息流3ThemethodsofstudyFinishingyourworkwithInternetGoodreadinghabitFinalScoreCheckonattendance10%Experiment10%Homework10%Finaltest70%4CHAPTER1FoundationsofElectronicCommerce1.1

DefinitionsandContentofEC1.2

ClassificationofEC1.3BenefitsandLimitations

14TheDrivingforcesofE-commerce1.5ThedevelopmentofECinChina5Thecaseofmarks&spencer

WhyE-Commerce(Theproblem)?CompetitionwasintenseProfitmarginwasdroppingdownCustomerserviceandsupplychainactivitieswasinefficient67ThesolutionTakingECas“Anewwayofdoingbusiness”.SellingproductontheWebsite,atalowerpricethanphysicalstore.TrackingtransactiondatainrealtimeforsecurityBasedonwarehousemanagementsystemforinventoryreplenishmentdecisionmakingRunningthewarehouseoperationanddeliveriesfromthird-partylogisticsserviceprovidersConnectingsupplychainpartners(includingcustomer)throughEDInetworksandintegratingEDIwithBackOfficesystem.8ThecaseofM&S(TheResult)Savedalotofmoneywithhelpofnewinformationdisseminationmethod.Builtastrongerrelationshipwiththeirbusinesspartners.Increasecustomersserviceandopenupmarketstomorecustomers.Kepttheleadingpositionintheretailingmarket.91.1DefinitionsandContentofEC

1.1.1ABriefHistoryofEC（1）EFT（ElectronicFundsTransportation）（2）EDI（ElectronicDataInterchange）（3）EC(ElectronicCommerce)（4）EB（ElectronicBusiness）10（1）EFT(ElectronicFunds

Transfer)

Itstartedinearly1970s,fundsroutedelectronicallyfromoneorganizationtoanother,limitedtolargecorporations,financialinstitutions,andfewdaringsmallbusinesses.

11（2）EDI（ElectronicDataInterchange）

EDIisasystemthatstandardizestheprocessoftradingandtrackingroutinebusinessdocuments,suchaspurchaseorders,invoices,payments,shippingmanifests,anddeliveryschedules.EDIenlargedtheparticipatingcompaniesfromfinancialinstitutionstomanufacturers,retailers,services,andsoon.12（3）EC(ElectronicCommerce)

WiththecommercializationoftheInternetintheearly1990sanditsrapidgrowthtomillionsofpotentialcustomers,thetermelectroniccommercewascoined.ElectronicCommerce

isanemergingconceptthatdescribestheprocessofbuyingandsellingorexchangingofproducts,services,andinformationviacomputernetworksincludingtheInternet.13

E-business:AbroaderdefinitionofEC,whichincludesnotjustthebuyingandsellingofgoodsandservices,butalsoservicingcustomers,collaboratingwithbusinesspartnersandconductingelectronictransactionswithinanorganization.InthisbookweusethebroadestmeaningofEC,whichisbasicallyequivalenttoEB.（4）EB（ElectronicBusiness）

TodaythetermECseemstobefairlynarrowtosomepeople.Thus,manyusethetermE-business.141.1.2DefinitionsofEC.ItcanbedefineformtheseperspectivesLearninganenablerofonlinetrainingandeducationinschools,universities,andotherorganizations,includingbusinessesCollaborativetheframeworkforinter-andintraorganizationalcollaborationCommunityprovidesagatheringplaceforcommunitymemberstolearn,transact,andcollaborate15Perspec-tivesDefinitionCommun-icationsDeliveryofinformation,products/services,orpaymentovertelephonelines,computernetworks,oranyotherelectronicmeans.BusinessProcessTheapplicationoftechnologytowardtheautomationofbusinesstransactionsandworkflow.ServiceAtoolthataddressesthedesireoffirms,consumers,andmanagementtocutservicecostswhileimprovingthequalityofgoodsandincreasingthespeedofservicedelivery.CommercialProvidingthecapabilityofbuyingandsellingproductsandinformationontheInternetandotheronlineservices.161.1.3CharacteristicofECTheglobalnatureofthetech.(技术的全球性)PotentialtoreachbillionsofpeopleNotimeandplacelimitation.Lowcost.Interactivenature.（互动性）Varietyofpossibility.（应用的多样性）Resourcefulnessandrapidgrowthofitssupportinginfrastructures171.1.4TheDimensionsofElectronicCommercePureversuspartialEC(figure1.1)PhysicalagentDigitalagentDigitalProductPhysicalProductPhysicalprocessDigitalprocessVirtualprocessVirtualdeliveryagentVirtualproductPartialElectroniccommerceareasThepureofelectroniccommerceTraditionalcommerce18Brick-and-Mortarorganizations：old-economyorganizationsthatperformmostoftheirbusinessoff-line,sellingphysicalproductsbymeansofphysicalagents.Virtualorganizations:organizationthatconducttheirbusinessactivitiessolelyonline.Click-and-mortarorganization:thatconductsomee-commerceactivities,butdotheirprimarybusinessinthephysicalworld.191.1.5TheFrameworkofEC(thecontentsofEC)exhibit1.2showsthattheECapplicationsaresupportedbyinfrastructures,andtheirimplementationisdependentonfivemajorareas(shownassupportingpillars)people,publicpolicy,marketingandadvertisingSupportservicesandbusinesspartnerships.TheECmanagementcoordinatestheapplications,infrastructures,andpillars.20AFrameworkforElectronicCommerceElectronicCommerceApplications•StocksJobs•On-linebanking•Procurementandpurchasing•Malls•On-linemarketingandadvertising•Homeshopping•Auctions•Travel•On-linepublishingPeople:Buyers,sellers,intermediaries,services,ISpeople,andmanagementPublicpolicy,legal,andprivacyIssuesSupportservicesLogistics,Payments,contentSecuritysystemDevelopment

BusinessPartnership:affiliatePrograms,jointventures,exchangesE-marketplaceSupportservices(1)Commonbusinessservicesinfrastructure(securitysmartcards/authenticationelectronicpayment,directories/catalogs)(2)Messagingandinformationdistributioninfrastructure(EDI,e-mail,HyperTextTransferProtocol)(3)Multimediacontentandnetworkpublishinginfrastructure(HTML,JAVA,WorldWideWeb,VRML)(4)Networkinfrastructure(Telecom,cableTVwireless,Internet)(VAN,WAN,LAN,Intranet,Extranet)(5)Interfacinginfrastructure(Thedatabases,customers,andapplications)ManagementMarketingandadvertisement:marketresearch,promotions,andwebcontent211.2ClassificationofECBusiness-to-business(B2B):businessesmakeonlinetransactionswithotherbusinesses.Business-to-Consumer(B2C):onlinetransactionsaremadebetweenbusinessesandindividualconsumers.Consumer-to-Consumer(C2C):onlinetransactionsaremadebetweenindividualconsumers.22Consumer-to-Business(C2B): e-commercemodelinwhichindividualsusetheInternettosellproductsorservicestoorganizationsorindividualsseeksellerstobidonproductsorservicestheyneed.Business-to-Business-to-Consumer(B2B2C):e-commercemodelinwhichabusinessprovidessomeproductorservicetoaclientbusinessthatmaintainsitsowncustomers.peer-to-peer(P2P):technologythatenablesnetworkedpeercomputerstosharedataandprocessingwitheachotherdirectly;canbeusedinC2C,B2B,andB2Ce-commerce.23mobilecommerce(m-commerce):e-commercetransactionsandactivitiesconductedinawirelessenvironment.location-basedcommerce(l-commerce):m-commercetransactionstargetedtoindividualsinspecificlocations,atspecifictimes24Intra-businessEC:e-commercecategorythatincludesallinternalorganizationalactivitiesthatinvolvetheexchangeofgoods,services,orinformationamongvariousunitsandindividualsinanorganizationbusiness-to-employees(B2E):e-commercemodelinwhichanorganizationdeliversservices,information,orproductstoitsindividualemployees25collaborativecommerce(c-commerce):e-commercemodelinwhichindividualsorgroupscommunicateorcollaborateonlinee-learning:theonlinedeliveryofinformationforpurposesoftrainingoreducation26exchange-to-exchange(E2E):e-commercemodelinwhichelectronicexchangesformallyconnecttooneanotherthepurposeofexchanginginformatione-government:e-commercemodelinwhichagovernmententitybuysorprovidesgoods,services,orinformationtobusinessesorindividualcitizens271.3BenefitsandLimitations1.3.1Benefits

BenefitstoorganizationsGlobalreachCostreductionSupplychainimprovementsExtendedhoursCustomizationNewbusinessmodels28VendorsspecializationRapidtime-to-marketLowercommunicationcostsEfficientprocurementImprovedcustomerrelationsUp-to-datecompanymaterialNocitybusinesspermitsandfeesOtherbenefits292.BenefitstoconsumersUbiquityMoreproductsandservicesCheaperproductsandservicesInstantdeliveryInformationavailabilityParticipationinauctionsElectroniccommunitiesGetityourwayNosalestax303.BenefitstosocietyTelecommutingHigherstandardoflivingHopeforthepoorAvailabilityofpublicservices311.3.2LimitationsTechnicallimitationsofECLackofstandardsforquality,security,andreliability.Insufficienttelecommunicationsbandwidth.Softwaredevelopmenttoolsarestillevolving.ItisdifficulttointegratetheInternetandECsoftwarewithsomeexistingapplicationsanddatabases.Specialwebserversareneededinadditiontothenetworkservers.InternetaccessibilityisstillexpensiveandinconvenientOrderfulfillmentoflarge-scaleB2Crequiresspecialautomatedwarehouses322.NontechnicalLimitationsSecurityandprivacyconcernsdetercustomersfrombuying.LackoftrustinECandinunknownsellershindersbuyingManylegalandpublicpolicyissues,includingtaxation,areasyetunresolvedNationalandinternationalgovernmentregulationssometimesgetinthewayItisdifficulttomeasuresomebenefitsofEC.Customersareresistanttothechangefromarealtoavirtualstore.33Peopledonotyetsufficienttrustpaperless,facelesstransactionsInsufficientnumberofsellersandbuyersforcriticalmassAnincreasingamountoffraudontheInternetItisdifficulttoobtainventurecapitalduetothedot-comdisaster34Strongcompetition(howtoreducethetransactioncost)GlobaleconomyFrequentandsignificantchangesinmarkets