電子商務(wù)chap05中文

Chapter

5Business-to-BusinessStrategies:FromElectronicDataInterchangetoElectronicCommerce企業(yè)間電子商務(wù)戰(zhàn)略(B2B)

從EDI到電子商務(wù)1培訓(xùn)專用電子商務(wù)VS傳統(tǒng)商務(wù)傳統(tǒng)商務(wù)B2BC2CB2C2培訓(xùn)專用LearningObjectives學(xué)習(xí)目標(biāo)Inthischapter,youwilllearnabout:Strategiesthatbusinessesusetoimprovepurchasing,logistics,andothersupportactivities

改進(jìn)采購、物流和其他支持活動的業(yè)務(wù)戰(zhàn)略;Electronicdatainterchange,howitworks,andhowbusinessesaremovingittotheInternet電子數(shù)據(jù)交換(EDI)及其工作原理;HowbusinessesaremovingelectronicdatainterchangeoperationstotheInternet企業(yè)在互聯(lián)網(wǎng)上開展EDI的方式;3培訓(xùn)專用LearningObjectives學(xué)習(xí)目標(biāo)4培訓(xùn)專用Purchasing,Logistics,andSupportActivities

采購—物流—支持活動

Electroniccommercepossessesthepotentialforcostreductionandbusinessprocessimprovementinpurchasing,logistics,andsupportactivities.

在采購—物流—支持活動過程中，為了節(jié)省的成本和對業(yè)務(wù)流程的改進(jìn)，電子商務(wù)發(fā)揮了巨大的潛力。Anemergingcharacteristicofpurchasing,logistics,andsupportactivitiesisthattheyneedtobeflexible.采購—物流—支持活動的一個新特征就是要求這些活動具備靈活性。5培訓(xùn)專用5.2.1PurchasingActivities采購活動Purchasingactivitiesinclude:采購活動包括：Identifyingvendors尋找賣主Evaluatingvendors評估賣主Selectingspecificproducts選擇特定產(chǎn)品Placingorders發(fā)送訂單Resolvinganyissuesthatariseafterreceivingtheorderedgoodsandservices解決收貨后出現(xiàn)的問題6培訓(xùn)專用PurchasingActivities采購活動Procurementincludesallpurchasingactivities,plusthemonitoringofallelementsofpurchasetransactions.

“采購”一詞涵蓋所有購買活動以及對購買過程中所有活動的監(jiān)控ByusingaWebsitetoprocessorders,thevendorsinthismarketcansavethecostofprintingandshippingcatalogsandthecostofhandlingtelephoneorders.在網(wǎng)絡(luò)上處理訂單可以讓供應(yīng)商節(jié)省印刷與郵寄產(chǎn)品目錄的成本和處理電話訂購的成本。7培訓(xùn)專用PurchasingActivities采購活動

8培訓(xùn)專用PurchasingActivities采購活動9培訓(xùn)專用PurchasingActivities采購活動10培訓(xùn)專用5.2.3LogisticActivities物流活動11培訓(xùn)專用5.2.4SupportActivities支持活動12培訓(xùn)專用TrainingandKnowledgeManagement培訓(xùn)與知識管理13培訓(xùn)專用5.2.5E-Government電子政務(wù)Althoughgovernmentsdonottypicallysellproductsorservicestocustomers,theydoperformmanyfunctionsfortheirstakeholders.

雖然政府并不向客戶銷售產(chǎn)品或服務(wù)，但他們要為利益相關(guān)者執(zhí)行許多職能。Governmentsalsoperformbusiness-likeactivities;forexample,theyemploypeople,buysuppliesfromvendors,anddistributebenefitpaymentsofmanykinds.

政府也會進(jìn)行類似企業(yè)的活動，如雇傭員工、采購用品、發(fā)放工資和福利。Theuseofelectroniccommercebygovernmentsandgovernmentagenciestoperformthesefunctionisoftencallede-government.政府及其機(jī)構(gòu)利用電子商務(wù)執(zhí)行這些職能稱為電子政務(wù)。14培訓(xùn)專用E-Government電子政務(wù)TheU.S.government’sFinancialManagementService(FMS)openeditsWebsite,P.

2000年，美國政府的財政管理局（FMS）建立了P網(wǎng)站FMSisresponsibleforreceivingthegovernment’stax,license,andotherfeerevenue.

FMS部門主要負(fù)責(zé)接收政府的稅費收入，F(xiàn)MSisresponsibleforpayingoutSocialSecuritybenefits,veteransbenefits,taxrefunds,andotherdisbursements.

FMS部門并負(fù)責(zé)發(fā)放社保金、退休金、退稅及其他支出。StategovernmentsarealsocreatingtheirownWebsitesforconductingbusinessandinteractingwiththeirstakeholders.州政府也建立網(wǎng)站開展業(yè)務(wù)并與利益相關(guān)者溝通。15培訓(xùn)專用E-Government電子政務(wù)16培訓(xùn)專用5.2.6NetworkModelofEconomicOrganization經(jīng)濟(jì)組織的網(wǎng)絡(luò)模式17培訓(xùn)專用5.2.6NetworkModelofEconomicOrganization經(jīng)濟(jì)組織的網(wǎng)絡(luò)模式18培訓(xùn)專用5.3ElectronicDataInterchange(EDI)電子數(shù)據(jù)交換EDIisacomputer-to-computertransferofbusinessinformationbetweentwobusinessesthatusesastandardformat.

EDI是一某種標(biāo)準(zhǔn)形式在企業(yè)之間以計算機(jī)對計算機(jī)的方式傳遞企業(yè)信息Thetwobusinessesthatareexchanginginformationarecalledtradingpartners.

交換信息的兩家企業(yè)通常稱為交易伙伴FirmsthatexchangedatainspecificstandardformatsaresaidtobeEDI-compatible.如果企業(yè)是以特定標(biāo)準(zhǔn)形式來交換數(shù)據(jù)，則稱企業(yè)是EDI兼容的。19培訓(xùn)專用5.3ElectronicDataInterchange(EDI)電子數(shù)據(jù)交換Thebusinessinformationexchangedisusuallytransactiondata;however,itcanincludeotherinformationrelatedtotransactions,suchaspricequotesandorder-statusinquiries.

所交換的業(yè)務(wù)信息通常是交易數(shù)據(jù)，但也包括同交易有關(guān)的其他信息，如報價和訂單狀態(tài)等。TransactiondatainB2Btransactionsincludestheinformationusuallyonpaperinvoices,purchaseorders,requestsforquotations,billsoflading,andreceivingreports.企業(yè)間的交易數(shù)據(jù)一般包括：發(fā)票、訂購單、報價請求、發(fā)貨單和收獲通知等。20培訓(xùn)專用5.3.1EarlyBusinessInformation

InterchangeEfforts

早期的業(yè)務(wù)信息交換21培訓(xùn)專用5.3.2EmergenceofBroaderEDIStandards廣泛標(biāo)準(zhǔn)的出現(xiàn)TheAmericanNationalStandardsInstitute(ANSI)hasbeenthecoordinatingbodyforstandardsintheU.S.since1918.

美國國家標(biāo)準(zhǔn)協(xié)會(ANSI)是成立于1918年的美國國家標(biāo)準(zhǔn)的協(xié)調(diào)組織。In1979,ANSIcharteredanewcommitteetodevelopuniformEDIstandards.ThiscommitteeiscalledtheAccreditedStandardsCommitteeX12(ASCX12).

在1979年，ANSI制定一個新的子委員會來制定統(tǒng)一的EDI標(biāo)準(zhǔn)，該委員會稱為公認(rèn)標(biāo)準(zhǔn)委員會(ASCX12).In1987,theUnitedNationspublisheditsfirststandardsunderthetitle“EDIforAdministration,Commerce,andTransport(EDIFACTorUN/EDIFACT)”.1987年，聯(lián)合國以“管理、商務(wù)和運輸”的EDI名義公布了第一個標(biāo)準(zhǔn)22培訓(xùn)專用5.3.4Value-AddedNetworks

增值網(wǎng)23培訓(xùn)專用DirectConnectionBetween

TradingPartners

貿(mào)易伙伴間的直接連接方式DirectconnectionEDIrequireseachbusinessinthenetworktooperateitsownon-siteEDItranslatorcomputer.

直接連接EDI要求網(wǎng)絡(luò)上每個企業(yè)都運行自己的EDI翻譯計算機(jī)。TheseEDItranslatorcomputersarethenconnecteddirectlytoeachotherusingmodemsanddial-upphonelinesordedicatedleasedlines.這些EDI翻譯計算機(jī)通過調(diào)制解調(diào)器以及撥號電話線或?qū)＞€直接連接。如下圖所示：

24培訓(xùn)專用DirectConnectionBetween

TradingPartners

25培訓(xùn)專用IndirectConnectionBetween

TradingPartners

貿(mào)易伙伴間的間接連接方式Insteadofconnectingdirectlytoeachofitstradingpartners,acompanymightdecidetousetheservicesofavalue-addednetwork.

除了與貿(mào)易伙伴直接連接外，企業(yè)還可以通過增值網(wǎng)與貿(mào)易伙伴間接連接。Avalue-addednetwork(VAN)isacompanythatprovidesthecommunicationsequipment,software,andskillsneededtoreceive,store,andforwardelectronicmessagesthatcontainEDItransactionsets.增值網(wǎng)是指一個企業(yè)提供接收、存儲和發(fā)送電子信息（包括EDI報文）所需的通信設(shè)備、軟件和技術(shù)。26培訓(xùn)專用IndirectConnectionBetween

TradingPartners

27培訓(xùn)專用VAN增值網(wǎng)28培訓(xùn)專用5.4EDIontheInternet

互聯(lián)網(wǎng)上的EDITradingpartnerswhohadbeenusingEDIbegantoviewtheInternetasapotentialreplacementfortheexpensiveleasedlines.

隨著互聯(lián)網(wǎng)的出現(xiàn)，那些原來采用EDI的貿(mào)易伙伴開始考慮用互聯(lián)網(wǎng)替代昂貴的專線和撥號連接ThemajorroadblocktoconductingEDIovertheInternetwassecurity.

在互聯(lián)網(wǎng)上進(jìn)行EDI的主要障礙是互聯(lián)網(wǎng)的安全性較差A(yù)stheTCP/IPwasenhancedandSHTTPprotocolwasdeveloped,businessesworriedlessaboutsecurityissues.隨著互聯(lián)網(wǎng)的TCP/IP基礎(chǔ)結(jié)構(gòu)用SHTTP等安全協(xié)議和多種加密技術(shù)增強(qiáng)之后，企業(yè)對互聯(lián)網(wǎng)安全問題的擔(dān)心減少了，但還沒有完全消除。

29培訓(xùn)專用5.4.1OpenArchitectureoftheInternet互聯(lián)網(wǎng)的開放式體系結(jié)構(gòu)Anumberofnewfirms,suchasCommerceOneandIPNet,havebegunprovidingEDIservicesontheInternet.

CommerceOneandIPNet等很多新企業(yè)已開始提供互聯(lián)網(wǎng)的EDI服務(wù)。EDIontheInternetisalsocalled“openEDI”becausetheInternetisanopenarchitecturenetwork.

互聯(lián)網(wǎng)的體系結(jié)構(gòu)是開放的，所以互聯(lián)網(wǎng)EDI也稱為開放式EDINewtools,suchasXML,arehelpingtradingpartnersbeevenmoreflexibleinexchangingdetailedinformation.XML等新工具可以使貿(mào)易伙伴間的信息交換更加開放靈活30培訓(xùn)專用5.4.2FinancialEDI金融EDITheEDItransactionsetsthatprovideinstructionstoatradingpartner’sbankarecalledfinancialEDI(FEDI).

向貿(mào)易伙伴的銀行發(fā)出指令的EDI報文標(biāo)準(zhǔn)稱為金融EDIAllbankshavetheabilitytoperformelectronicfundstransfers(EFTs).

所有銀行都可以進(jìn)行電子資金轉(zhuǎn)帳(EFTs).MostEFTsarehandledthroughtheAutomatedClearingHouse(ACH).

美國大部分的EFTs都是通過自動清算所(ACH)完成的SecurityandreliabilityareissuesofFEDI.FEDI的問題是安全性和可靠性31培訓(xùn)專用HybridEDISolutions

混合的EDI解決方案32培訓(xùn)專用5.5SupplyChainManagement

供應(yīng)鏈管理Thepartofanindustryvaluechainthatprecedesaparticularstrategicbusinessunitisoftencalledasupplychain.

某個戰(zhàn)略業(yè)務(wù)單元之前的行業(yè)價值鏈通常稱為價值鏈Acompany’ssupplychainforaparticularproductorserviceincludesalltheactivitiesundertakenbyeverypredecessorinthevaluechaintodesign,produce,promote,market,deliver,andsupporteachindividualcomponent.

企業(yè)產(chǎn)品或服務(wù)的供應(yīng)鏈包括價值鏈上的各種經(jīng)營者所開展的設(shè)計、生產(chǎn)、促銷、銷售、運輸和支持等活動。Thepurchasingdepartmenthastraditionallybeenchargedwithbuyingallthesecomponentsatthelowestpricepossible.傳統(tǒng)意義上，采購部門負(fù)責(zé)以可能低的價格購買所有零件，而忽略了供應(yīng)鏈的總成本。33培訓(xùn)專用5.5.1ValueCreationintheSupplyChain供應(yīng)鏈中的價值創(chuàng)造Theprocessoftakinganactiveroleinworkingwithsupplierstoimproveproductsandprocessesiscalledsupplychainmanagement(SCM).

主動同供應(yīng)商合作來改進(jìn)產(chǎn)品和業(yè)務(wù)流程的過程稱為供應(yīng)鏈管理SCMwasoriginallydevelopedasawaytoreducecosts.供應(yīng)鏈管理最初的目標(biāo)是降低成本34培訓(xùn)專用ValueCreationintheSupplyChain供應(yīng)鏈中的價值創(chuàng)造Today,SCMisusedtoaddvalueintheformofbenefitstotheultimateconsumerattheendofthesupplychain.

現(xiàn)在，供應(yīng)鏈管理的目標(biāo)是為供應(yīng)鏈末端的最終用戶提供更多的價值。Supplychainmemberscanreducecostsandincreasethevalueofproductsorservicestotheultimatecustomer.通過合作，供應(yīng)鏈成員可以降低成本、增加最終顧客獲得的產(chǎn)品或服務(wù)的價值35培訓(xùn)專用InternetTechnologiesinthe

SupplyChain供應(yīng)鏈中的網(wǎng)絡(luò)技術(shù)ClearcommunicationsandquickresponsestothosecommunicationsareakeyelementofsuccessfulSCM.

明確的溝通以及成員對溝通的快速響應(yīng)是供應(yīng)鏈管理成功的關(guān)鍵TechnologiesoftheInternetandtheWebcanbeveryeffectivecommunicationenhancers.

互聯(lián)網(wǎng)技術(shù)是實現(xiàn)這一溝通的有效工具Figure5-3liststheadvantagesofusingInternetandWebtechnologiesinSCM.表5-3所示為在供應(yīng)鏈管理中使用互聯(lián)網(wǎng)技術(shù)的好處36培訓(xùn)專用表5-3InternetTechnologiesintheSupplyChain

供應(yīng)鏈中的網(wǎng)絡(luò)技術(shù)

37培訓(xùn)專用表5-3InternetTechnologiesintheSupplyChain

供應(yīng)鏈中的網(wǎng)絡(luò)技術(shù)38培訓(xùn)專用IncreasingEfficiencyinthe

SupplyChain提高供應(yīng)鏈的效率39培訓(xùn)專用TechnologyintheSupplyChain

供應(yīng)鏈技術(shù)40培訓(xùn)專用UsingTechnologytoCreateanUltimateConsumerOrientation

建立消費者導(dǎo)向41培訓(xùn)專用5.5.3BuildingandMaintainingTrust

intheSupplyChain

建立與維系供應(yīng)鏈的信任Themajorissuethatmostcompaniesmustdealwithinformingsupplychainalliancesisdevelopingtrust.

對大多數(shù)企業(yè)來說，建立供應(yīng)聯(lián)盟的主要問題是建立彼此間的信任關(guān)系Continualcommunicationandinformationsharingarekeyelementsinbuildingtrust.

持續(xù)的溝通和信息共享是建立信任的主要手段VendorsarefindingthattheWebgivesthemanopportunitytostayincontactwiththeircustomersmoreeasilyandlessexpensively.供應(yīng)商發(fā)現(xiàn)互聯(lián)網(wǎng)為自己提供了同客戶進(jìn)行方便、低成本溝通的機(jī)會。42培訓(xùn)專用5.6ElectronicMarketplacesandPortals電子集市與門戶43培訓(xùn)專用ElectronicMarketplacesandPortals電子集市與門戶BecausethesehubswouldofferadoorwaytotheInternetforindustrymembersandwouldbeverticallyintegrated,theseplannedenterpriseswerecalledverticalportalsorvortals.

由于這些交易中心為本行業(yè)成員提供了網(wǎng)上門戶和垂直集成，這些企業(yè)也被稱為垂直門戶。Aswithmanyelectroniccommercepredictions,thepredictionthatverticalportalswouldchangebusinessforeverdidnotturnouttobeexactlycorrect.像其他許多對電子商務(wù)的預(yù)言一樣，垂直門戶將會改變行業(yè)的預(yù)言也沒有成為現(xiàn)實。44培訓(xùn)專用5.6.1IndustryMarketplaces

行業(yè)集市45培訓(xùn)專用IndustryMarketplaces行業(yè)集市46培訓(xùn)專用IndustryMarketplaces行業(yè)集市47培訓(xùn)專用IndustryMarketplaces行業(yè)集市48培訓(xùn)專用5.6.2PrivateStoresandCustomerPortals

專門店鋪與客戶門戶49培訓(xùn)專用PrivateStoresandCustomerPortals專屬店鋪與客戶門戶50培訓(xùn)專用5.6.3PrivateCompanyMarketplaces

專屬電子集市51培訓(xùn)專用PrivateCompanyMarketplaces

私人電子集市52培訓(xùn)專用5.6.4IndustryConsortia-SponsoredMarketplaces

行業(yè)共同電子集市53培訓(xùn)專用Marketplaces集市54培訓(xùn)專用復(fù)習(xí)題55培訓(xùn)專用1、Definedirectmaterialsandindirectmaterials.Whywouldalargecompanyhavetwoseparatedepartmentstomanagethepurchasingofeach?Largecompaniesneedtokeepsuchdifferentitemsseparate,sinceone(directmaterials)isrelatedtothecreationandsaleofthegoodsorservices,whiletheindirectmaterialsincludethenon-productiondepartments(accounting,research,IT,etc.)Mostindirectmaterialsdepartmentsareconsideredadrainonprofits.56培訓(xùn)專用2、WhichindustrieswerethefirsttoestablishstandardEDItransactionsets?Statewhy,inyouropinion,theseindustriesweremoreinterestedinsettingstandardsthanotherindustries.Thefreightandshippingcompanieswerethefirst,becausetheyhadthemostpaperworktocover;EDImadetheirpaperworksystemobsolete.57培訓(xùn)專用3、Defineknowledgemanagement.Brieflydescribethreeadvantagesthatamanagementconsultingfirmcouldgainoveritscompetitorsbycreatinganinternalknowledgemanagementsystem?

Knowled