電子商務(wù)英文版第九版第一章ppt

1、電電 子子 商商 務(wù)務(wù)教師簡(jiǎn)介課程簡(jiǎn)介教學(xué)要求參考教材Electronic Commerce: Definitions and Concepts Peter DruckernThe Internet has emerged as a major, perhaps eventually the major, worldwide distribution channel for goods, services, managerial and professional jobsnThis is profoundly changing economics, markets and industry s

2、tructure, products and services and their flow, consumer segmentation, consumer values, consumer behavior, jobs, and labor marketsnThe impact may be even greater on societies and politics, and on the way we see the world and ourselves in itChapter1.Foundations of EC學(xué)習(xí)目標(biāo)n電子商務(wù)和傳統(tǒng)商務(wù)流程的區(qū)別n電子商務(wù)的特點(diǎn)和優(yōu)勢(shì)n電子商

3、務(wù)的定義與分類n更適合電子商務(wù)的商品n識(shí)別電子商務(wù)機(jī)會(huì)n網(wǎng)絡(luò)經(jīng)濟(jì)的基本特征商務(wù)n什么是商務(wù)？什么是商務(wù)？商務(wù)是商品從生產(chǎn)領(lǐng)域向消費(fèi)領(lǐng)域運(yùn)動(dòng)過(guò)程中經(jīng)濟(jì)活動(dòng)的總和。思考：思考：商務(wù)中包含哪些具體的經(jīng)濟(jì)活動(dòng)？商務(wù)過(guò)程消費(fèi)者的視角商務(wù)過(guò)程商家的視角n識(shí)別需求查找收集替代品信息評(píng)價(jià)替代品并進(jìn)行選擇采購(gòu)物流、資金流售后服務(wù)n電子化會(huì)使商務(wù)過(guò)程更方便嗎？13典型的商務(wù)采購(gòu)步驟電子商務(wù)和傳統(tǒng)商務(wù)的區(qū)別信息流信息流 商品信息的提供、促銷、技術(shù)支持和售后服務(wù)；詢價(jià)單、報(bào)價(jià)單、付款通知、轉(zhuǎn)賬通知；交易雙方的支付或經(jīng)營(yíng)能力、信譽(yù)等。 從從“三流三流”變化看變化看傳統(tǒng)商務(wù)與電子商務(wù)的區(qū)別傳統(tǒng)商務(wù)與電子商務(wù)的區(qū)別資金流、

4、物流資金流、物流資金流：資金的轉(zhuǎn)移過(guò)程，包括付款、轉(zhuǎn)帳等過(guò)程。物流：指物質(zhì)實(shí)體（商品或服務(wù)）的流動(dòng)過(guò)程，如運(yùn)輸、儲(chǔ)存等。 電子商務(wù)中的電子商務(wù)中的“三流三流 ”信息流和資金流的電子化，兩者幾乎可以同步完成。物流:如果是電子軟件類商品，可以同步進(jìn)行；如果是其他商品，需要依靠傳統(tǒng)物流。ERPInternet(TCP/IP)Bank支付網(wǎng)關(guān)支付網(wǎng)關(guān)（Payment Gateway）CustomerCAERPERPMISMISMISLogistics案例網(wǎng)絡(luò)購(gòu)物，身邊的電子商務(wù)搜索引擎 綜合門戶網(wǎng)站 新浪讀書頻道 網(wǎng)址網(wǎng)站 關(guān)鍵字高級(jí)搜索縮小范圍、個(gè)性化選擇價(jià)格優(yōu)勢(shì)暢銷榜網(wǎng)上評(píng)論商家重視網(wǎng)上評(píng)論關(guān)聯(lián)營(yíng)

5、銷捆綁營(yíng)銷推薦個(gè)性化推薦：E-mail推薦買了！購(gòu)物車重復(fù)確認(rèn)用戶，很安全噢！我的賬戶課后作業(yè)定義和內(nèi)涵定義和內(nèi)涵Electronic Commerce: Definitions and Concepts (cont.)defined from the following perspectives:uCommunications: delivery of goods, services, information, or payments over computer networks or any other electronic meansuCommercial (trading): prov

6、ides capability of buying and selling products, services, and information on the Internet and via other online servicesElectronic Commerce: Definitions and Concepts (cont.)nBusiness process: doing business electronically by completing business processes over electronic networks, thereby substituting

7、 information for physical business processesnService: a tool that addresses the desire of governments, firms, consumers, and management to cut service costs while improving the quality of customer service and increasing the speed of service deliveryElectronic Commerce: Definitions and Concepts (cont

8、.)nLearning: an enabler of online training and education in schools, universities, and other organizations, including businessesnCollaborative: the framework for inter- and intraorganizational collaborationnCommunity: provides a gathering place for community members to learn, transact, and collabora

9、te概念的延伸Physical agentDigital agentDigital ProductPhysical ProductPhysical processDigital processVirtual processVirtual delivery agentVirtual productPartial Electronic commerce（不完全電子商務(wù)）（不完全電子商務(wù)） Pure Electronic commerce（完全電子商務(wù)）（完全電子商務(wù)）The Dimensions of Electronic CommerceTraditional commerceElectroni

10、c Commerce: Definitions and Concepts (cont.)depends upon the degree of digitization (the transformation from physical to digital) of:1.the product (service);2.the process; 3.the delivery agent (or digital intermediary)案例Pay on deliveryCategories of Electronic CommerceClassification by EC Application

11、sElectronic Markets11Shopper/PurchaserSeller/Supplier電子市場(chǎng)電子市場(chǎng)(交易中介交易中介)電子商務(wù)電子商務(wù)網(wǎng)絡(luò)網(wǎng)絡(luò)(基礎(chǔ)設(shè)施基礎(chǔ)設(shè)施)產(chǎn)品/服務(wù)信息請(qǐng)求購(gòu)買請(qǐng)求支付或支付請(qǐng)求購(gòu)買完成請(qǐng)求購(gòu)買變化請(qǐng)求完成請(qǐng)求的反應(yīng)運(yùn)輸單批準(zhǔn)支付EFT EFT購(gòu)物者銀行購(gòu)物者銀行匯款單支付EFT中介商銀行中介商銀行（自動(dòng)清算所）（自動(dòng)清算所）)供應(yīng)商銀行供應(yīng)商銀行電子市場(chǎng)電子市場(chǎng)對(duì)信息請(qǐng)求的反應(yīng)購(gòu)買確認(rèn)運(yùn)輸單購(gòu)買服務(wù)交貨（如果在線）支付確認(rèn)Interorganization Information SystemsTypes of Interorganizatio

12、nal SystemsHistory of ECA Brief History of ECA Brief History of EC (cont.)A Brief History of EC (cont.)Business Models, Revenue Models, and Business ProcessesCase:Autobytel73Case：Autobytel74revenue model75Risk電子商務(wù)傳統(tǒng)商務(wù)電子商務(wù)和傳統(tǒng)商務(wù)的結(jié)合圖書和激光唱片的購(gòu)銷時(shí)裝的購(gòu)銷汽車的購(gòu)銷在線傳輸軟件易腐食品的購(gòu)銷在線金融服務(wù)旅游服務(wù)的廣告和促銷低值小商品的買賣尋找合住伙伴的服務(wù)運(yùn)輸貨物的

13、在線跟蹤昂貴珠寶和古董的銷售 投資和保險(xiǎn)產(chǎn)品的購(gòu)銷哪些商品更適宜電子商務(wù)Product/Process Suitability to Electronic CommerceProduct/Process Suitability to Electronic Commerce (continued)uhigh brand recognition web-seller (Amazon)uguarantee provided by highly reliable or well-known vendors (Dell)udigitized format (software)urelatively in

14、expensive items (office supplies)ufrequently purchased items (groceries)ucommodities with standard specifications (books), physical inspection unimportantuwell-known packaged items that cannot be opened even in a traditional store (vitamins)案例電子商務(wù)環(huán)境下的企業(yè)電子商務(wù)環(huán)境下的企業(yè)案例案例1 A 虛擬企業(yè)虛擬企業(yè)（）案例案例2 戴爾電腦戴爾電腦 大規(guī)模定

15、制大規(guī)模定制 （）案例案例3 UPS & Fedex 客戶服務(wù)客戶服務(wù)（）.配送中心配送中心Wal-MartWal-Mart連鎖店連鎖店P(guān)&G案例案例4 Wal-Mart & P&G雙贏雙贏（www.wal-）庫(kù)存補(bǔ)充庫(kù)存補(bǔ)充動(dòng)態(tài)銷售量動(dòng)態(tài)銷售量網(wǎng)絡(luò)互聯(lián)網(wǎng)絡(luò)互聯(lián)Benefits of ECBenefits of EC (cont.)Benefits of EC (cont.)2008 年淘寶網(wǎng)為社會(huì)創(chuàng)造了57 萬(wàn)個(gè)直接就業(yè)崗位Disadvantages of EC從網(wǎng)絡(luò)經(jīng)濟(jì)的角度認(rèn)識(shí)電子商務(wù)Market, Company & Transaction CostNetwork Economic Structure經(jīng)濟(jì)學(xué)特征 Identifying Electronic Commerce OpportunitiesStrategic Business Unit Value ChainsI