電子商務(wù)導(dǎo)論英文版第二版第01章

1、Chapter 1Overview of Electronic Commerce1Learning ObjectivesDefine electronic commerce (EC) and describe its various categories.Describe and discuss the content and framework of EC.Describe the major types of EC transactions.Describe the digital revolution as a driver of EC.Describe the business env

2、ironment as a driver of EC.2Learning ObjectivesDescribe some EC business models.Describe the benefits of EC to organizations, consumers, and society.Describe the limitations of EC.Describe the contribution of EC to organizations responding to environmental pressures.34Electronic Commerce: Definition

3、s and Conceptselectronic commerce (EC)The process of buying, selling, or exchanging products, services, or information via computer networks5Electronic Commerce: Definitions and ConceptsEC can be defined from these perspectives:Business processService:速度、本錢、質(zhì)量LearningCollaborationCommunity6Electroni

4、c Commerce: Definitions and Conceptse-businessA broader definition of EC that includes not just the buying and selling of goods and services, but also servicing customers, collaborating with business partners, and conducting electronic transactions within an organization7Electronic Commerce: Definit

5、ions and ConceptsPure versus Partial ECEC can take several forms depending on the degree of digitization the product (service) soldthe process (e.g., ordering, payment, fulfillment)the delivery method8Electronic Commerce: Definitions and Concepts9Electronic Commerce: Definitions and Conceptsbrick-an

6、d-mortar (old economy) organizationsOld-economy organizations (corporations) that perform their primary business off-line, selling physical products by means of physical agentsvirtual (pure-play) organizationsOrganizations that conduct their business activities solely online10Electronic Commerce: De

7、finitions and Conceptsclick-and-mortar (click-and-brick) organizationsOrganizations that conduct some e-commerce activities, usually as an additional marketing channel11Electronic Commerce: Definitions and ConceptsInternet versus Non-Internet ECMost EC is done over the Internet, but EC also can be c

8、onducted on private networks, such as value-added networks, local area networks, or on a single computerized machineNon-Internet EC includes the use of mobile handwriting-recognition computers used by field reps to write their notes in the field12Electronic Commerce: Definitions and Conceptselectron

9、ic market (e-marketplace)An online marketplace where buyers and sellers meet to exchange goods, services, money, or information13Electronic Commerce: Definitions and Conceptsinterorganizational information systems (IOSs)Communications systems that allow routine transaction processing and information

10、 flow between two or more organizationsintraorganizational information systemsCommunication systems that enable e-commerce activities to go on within individual organizations14The EC Framework, Classification, and ContentintranetAn internal corporate or government network that uses Internet tools, s

11、uch as Web browsers, and Internet protocolsextranetA network that uses the Internet to link multiple intranets15The EC Framework, Classification, and Content16The EC Framework, Classification, and ContentEC applications are supported by infrastructure and by these five support areas:PeoplePublic pol

12、icyMarketing and advertisementSupport servicesBusiness partnerships17The EC Framework, Classification, and ContentClassification of EC by the Nature of the Transactions or Interactions (godiva 案例)business-to-business (B2B)E-commerce model in which all of the participants are businesses or other orga

13、nizations18The EC Framework, Classification, and Contentbusiness-to-consumer (B2C)E-commerce model in which businesses sell to individual shopperse-tailingOnline retailing, usually B2Cbusiness-to-business-to-consumer (B2B2C)E-commerce model in which a business provides some product or service to a c

14、lient business that maintains its own customers19The EC Framework, Classification, and Contentconsumer-to-business (C2B)E-commerce model in which individuals use the Internet to sell products or services to organizations or individuals who seek sellers to bid on products or services they needmobile

15、commerce (m-commerce)E-commerce transactions and activities conducted in a wireless environment20The EC Framework, Classification, and Contentlocation-based commerce (l-commerce)M-commerce transactions targeted to individuals in specific locations, at specific timesintrabusiness ECE-commerce categor

16、y that includes all internal organizational activities that involve the exchange of goods, services, or information among various units and individuals in an organization21The EC Framework, Classification, and Contentbusiness-to-employees (B2E)E-commerce model in which an organization delivers servi

17、ces, information, or products to its individual employeescollaborative commerce (c-commerce)E-commerce model in which individuals or groups communicate or collaborate onlineconsumer-to-consumer (C2C)E-commerce model in which consumers sell directly to other consumers22The EC Framework, Classificatio

18、n, and Contentpeer-to-peer (P2P)Technology that enables networked peer computers to share data and processing with each other directly; can be used in C2C, B2B, and B2C e-commercee-learningThe online delivery of information for purposes of training or educatione-governmentE-commerce model in which a

19、 government entity buys or provides goods, services, or information from or to businesses or individual citizens23The EC Framework, Classification, and ContentexchangeA public electronic market with many buyers and sellersexchange-to-exchange (E2E)E-commerce model in which electronic exchanges forma

20、lly connect to one another for the purpose of exchanging information24252627The EC Framework, Classification, and ContentThe Interdisciplinary Nature of ECThe Google Revolution：請大家分析其盈利模式，誰替他賺錢？EC FailuresEC Successes：凡客誠品28The EC Framework, Classification, and ContentThe Future of ECWeb 2.0The seco

21、nd-generation of Internet-based services that let people collaborate and share information online in perceived new wayssuch as social networking sites, wikis, communication tools, and folksonomies29The EC Framework, Classification, and Content30digital economyAn economy that is based on digital tech

22、nologies, including digital communication networks, computers, software, and other related information technologies; also called the Internet economy, the new economy, or the Web economyDigital Revolution Drives EC31Digital Revolution Drives EC32Business Environment Drives ECThe Business Environment

23、The business environment impact modelBusiness pressuresOrganizational response strategies33Business Environment Drives EC34Business Environment Drives EC35EC Business Modelsbusiness modelA method of doing business by which a company can generate revenue to sustain itself36EC Business ModelsSix eleme

24、nts of a business model include descriptions of:Customers to be served and the companys relationships with these customers including customers value propositionAll products and services the business will offerThe business process required to make and deliver the products and servicesThe resources re

25、quired and the identification of which ones are available, which will be developed in house, and which will need to be acquired The organizations supply chain, including suppliers and other business partnersThe revenues expected (revenue model), anticipated costs, sources of financing, and estimated

26、 profitability (financial viability)37EC Business Modelsrevenue modelDescription of how the company or an EC project will earn revenuevalue propositionThe benefits a company can derive from using EC：比方e-marketplace的價(jià)值主張是什么？38EC Business ModelsThe major revenue models are:Sales Transaction feesSubscr

27、iption feesAdvertising feesAffiliate feesOther revenue sources39EC Business Models40EC Business ModelsFunctions of a Business ModelArticulate a customer value propositionIdentify a market segment Define the ventures specific value chain structureEstimate the cost structure and profit potentialDescri

28、be the ventures positioning within the value network linking suppliers and customers Formulate the ventures competitive strategy41EC BUSINESS MODELSTYPICAL EC BUSINESS MODELSOnline direct marketingElectronic tendering systems for procurementtendering (bidding) systemModel in which a buyer requests w

29、ould-be sellers to submit bids; the lowest cost or highest value bidder -your-own-price modelModel in which a buyer sets the price he or she is willing to pay and invites sellers to supply the good or service at that price.42EC BUSINESS MODELSFind the best pricealso known as a search engine

30、 modelaffiliate marketingAn arrangement whereby a marketing partner (a business, an organization, or even an individual) refers consumers to the selling companys Web site.viral marketingWord-of-mouth marketing in which customers promote a product or service to friends or others.43EC BUSINESS MODELSg

31、roup purchasingQuantity (aggregated) purchasing that enables groups of purchasers to obtain a discount price on the products purchased.SMEsSmall-to-medium enterprises.e-co-opsAnother name for online group purchasing organizations.44EC BUSINESS MODELSOnline auctionsProduct customization and service p

32、ersonalizationcustomizationCreation of a product or service according to the buyers specifications.personalizationThe creation of a service or information according to specific customer specifications.45EC BUSINESS MODELSElectronic marketplaces and exchangesInformation brokers (infomediaries)Barteri

33、ng物物交換Value-chain integratorsValue-chain service providersSupply chain improversSocial networks, communities, and bloggingNegotiation46EC BUSINESS MODELSvirtual worldA user-defined world in which people can interact, play, and do business. The most publicized virtual world is Second Life.虛擬社會(huì)網(wǎng)站：seco

34、ndlife 47Benefits and Limitations of ECTHE BENEFITS OF ECBenefits to OrganizationsBenefits to ConsumersBenefits to SocietyFacilitating Problem Solving請參見P25圖表1.8，1.948Benefits and Limitations of ECTHE LIMITATIONS AND BARRIERS OF ECTechnological LimitationsNontechnological LimitationsSOCIAL AND BUSIN

35、ESS NETWORKSsocial networksWeb sites that connect people with specified interests by providing free services such as photo presentation, e-mail, blogging, and so on.Business-Oriented NetworksRevenue Models of Social and Business Networks49The Digital Enterprisedigital enterpriseA new business model