电子商务Ch02.ppt

1、Chapter 2,E-Marketplaces: Structures and Mechanisms,Chapter 2,1,Learning Objectives,Define e-marketplaces and list their components. List the major types of e-marketplaces and describe their features. Describe the various types of EC intermediaries and their roles. Describe electronic catalogs, shop

2、ping carts, search engines, and portals.,Chapter 2,2,Learning Objectives,Describe the major types of auctions and list their characteristics. Discuss the benefits, limitations, and impacts of auctions. Describe bartering and negotiating online. Describe the major mechanisms for delivering Web 2.0.,B

3、LUE NILE,Chapter 2,4,E-MARKETPLACES,e-marketplace An online market, usually B2B, in which buyers and sellers exchange goods or services The three types of e-marketplaces are private, public, and consortia.,Chapter 2,5,E-MARKETPLACES,E-MARKETPLACE COMPONENTS AND PARTICIPANTS Customers Sellers Product

4、s and services digital products Goods that can be transformed to digital format and delivered over the Internet. Infrastructure,Chapter 2,6,E-MARKETPLACES,E-MARKETPLACE COMPONENTS AND PARTICIPANTS (continued) front end The portion of an e-sellers business processes through which customers interact,

5、including the sellers portal, electronic catalogs, a shopping cart, a search engine, and a payment gateway. back end The activities that support online order fulfillment, inventory management, purchasing from suppliers, payment processing, packaging, and delivery.,Chapter 2,7,E-MARKETPLACES,intermed

6、iary A third party that operates between sellers and buyers (e.g., those who create and manage the online markets, help match buyers and sellers, provide infrastructure services, and help customer and/sellers to institute and complete transactions). Other business partners (e.g., shippers) Support s

7、ervices (e.g., certification and escrow services to ensure security to content providers),Chapter 2,8,Types of E-Marketplaces and Mechanisms: from Storefronts to Portals,storefront A single companys Web site where products or services are sold. e-mall (online mall) An online shopping center where ma

8、ny online stores are located.,Chapter 2,9,Types of E-Marketplaces and Mechanisms: from Storefronts to Portals,TYPES OF STORES AND MALLS General stores/malls Specialized stores/malls Regional versus global stores Pure-play online organizations versus click-and-mortar stores,Chapter 2,10,Types of E-Ma

9、rketplaces and Mechanisms: from Storefronts to Portals,TYPES OF E-MARKETPLACES private e-marketplaces Online markets owned by a single company; may be either sell-side and/or buy-side e-marketplaces. sell-side e-marketplace A private e-marketplace in which one company sells either standard and/or cu

10、stomized products to qualified companies. buy-side e-marketplace A private e-marketplace in which one company makes purchases from invited suppliers.,Chapter 2,11,Types of E-Marketplaces and Mechanisms: from Storefronts to Portals,public e-marketplaces B2B marketplaces, usually owned and/or managed

11、by an independent third party, that include many sellers and many buyers; also known as exchanges.,Chapter 2,12,Types of E-Marketplaces and Mechanisms: from Storefronts to Portals,information portal A single point of access through a Web browser to business information inside and/or outside an organ

12、ization.,Chapter 2,13,Types of E-Marketplaces and Mechanisms: from Storefronts to Portals,Types of Portals Commercial (public) portals Corporate portals Publishing portals (portals intended for communities with specific interests. These portals involve relatively little customization of content, but

13、 they provide extensive online search features and some interactive capabilities) Personal portals,Chapter 2,14,Types of E-Marketplaces and Mechanisms: from Storefronts to Portals,Types of Portals (continued) mobile portal A portal accessible via a mobile device. voice portal A portal accessed by te

14、lephone or cell phone. Knowledge portals (enable access to knowledge by knowledge workers and facilitate collaboration),Chapter 2,15,Participants, Transactions,Intermediation, and Processes in EC,SELLERS, BUYERS, AND TRANSACTIONS (next slide - exhibit 2.2 on page 52) THE ROLES AND VALUE OF INTERMEDI

15、ARIES IN E-MARKETPLACES Brokers (a company that facilitate transactions between buyers and sellers, e.g., buy/sell fulfillment, virtual mall, search agent, shopping facilitator) Infomediaries (Web sites that gather and organize large amounts of data and act as intermediaries between those who want t

16、he information and those who supply the information),Chapter 2,16,Participants, Transactions,Intermediation, and Processes in EC,Chapter 2,17,Participants, Transactions,Intermediation, and Processes in EC,THE ROLES AND VALUE OF INTERMEDIARIES IN E-MARKETPLACES (continued) e-distributor An e-commerce

17、 intermediary that connects manufacturers with business buyers (customers) by aggregating the catalogs of many manufacturers in one placethe intermediarys Web site.,Participants, Transactions,Intermediation, and Processes in EC,Some intermediaries can be eliminated such as those who provide relevant

18、 information about demand, supply, prices, and requirements and, in dong so, help match sellers and buyers,Chapter 2,18,Chapter 2,19,Participants, Transactions,Intermediation, and Processes in EC,disintermediation Elimination of intermediaries between sellers and buyers. reintermediation Establishme

19、nt of new intermediary roles for traditional intermediaries that have been disintermediated.,Chapter 2,20,Electronic Catalogs andOther Market Mechanisms,electronic catalogs The presentation of product information in an electronic form; the backbone of most e-selling sites.,Chapter 2,21,Electronic Ca

20、talogs andOther Market Mechanisms,Electronic catalogs can be classified on three dimensions: The dynamics of the information presentation (In dynamic catalogs, information is presented in motion pictures or animation) The degree of customization (In customized catalog, content, pricing and display a

21、re tailored to characteristics of specific customers) Integration with business processes (Catalogs can be classified according to the degree of integration with the following business processes or features: order taking and fulfillment, electronic payment systems, intranet workflow software and sys

22、tems, inventory and accounting systems),Chapter 2,22,Electronic Catalogs andOther Market Mechanisms,Online Catalogs Versus Paper Catalogs Customized Catalogs Implementing E-Catalogs (large online catalogs need a search engine),Chapter 2,23,Electronic Catalogs andOther Market Mechanisms,search engine

23、 A computer program that can access databases of Internet resources, search for specific information or keywords, and report the results. electronic shopping cart An order-processing technology that allows customers to accumulate items they wish to buy while they continue to shop. Product Configurat

24、ion ONLINE CLASSIFIED ADS (A mechanism for presenting products and services),Chapter 2,25,Auctions as EC Market Mechanisms,auction A competitive process in which a seller solicits consecutive bids from buyers (forward auctions) or a buyer solicits bids from sellers (backward auctions) Prices are det

25、ermined dynamically by the bids.,Chapter 2,26,Auctions as EC Market Mechanisms,TRADITIONAL AUCTIONS VERSUS E-AUCTIONS Limitations of Traditional Offline Auctions (Last only a few minutes for each item sold. It might be difficult for the sellers to move goods to an auction site) electronic auction (e

26、-auction) Auctions conducted online. DYNAMIC PRICING AND TYPES OF AUCTIONS dynamic pricing Prices that change based on supply and demand relationships at any given time.,Chapter 2,27,Auctions as EC Market Mechanisms (see next slide),One Seller, Many Potential Buyers forward auction An auction in whi

27、ch a seller entertains bids from buyers. Bidders increase price sequentially. One Buyer, Many Potential Sellers reverse 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 p

28、rice reducing sequentially, and the lowest bid wins; primarily a B2B or G2B mechanism. “name-your-own-price” model Auction 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.,Chap

29、ter 2,28,Auctions as EC Market Mechanisms,Chapter 2,29,Auctions as EC Market Mechanisms,Chapter 2,30,Auctions as EC Market Mechanisms,Many Sellers, Many Buyers double auction Auctions in which multiple buyers and their bidding prices are matched with multiple sellers and their asking prices, conside

30、ring the quantities on both sides. vertical auction Auction that takes place between sellers and buyers in one industry or for one commodity. auction vortal Another name for vertical auction portal.,Chapter 2,31,Auctions as EC Market Mechanisms,BENEFITS, LIMITATIONS, AND IMPACTS OF E-AUCTIONS Benefi

31、ts of E-Auctions (Insight and Addition 2.1 on page 65) Limitations of E-Auctions Minimal security Possibility of fraud Limited participation,Chapter 2,32,Auctions as EC Market Mechanisms,Impacts of Auctions Auctions as a coordination mechanism Auctions as a social mechanism to determine a price Auct

32、ions as a highly visible distribution mechanism,Chapter 2,33,Bartering and Negotiating Online,ONLINE BARTERING bartering The exchange of goods or services. e-bartering (electronic bartering) Bartering conducted online, usually in a bartering exchange. bartering exchange A marketplace in which an intermediary arranges barter transactions.,Chapter 2,34,Bartering and Negotiating Online,ONLINE NEGOTIATING Like auctions, negotiated prices result from interactions and bargaining among sellers and buyers But, negotiation is also deals with non-pricing terms such as payment method and credit,Ch