电子商务：管理视角-CH课件.ppt
Chapter 2E-Marketplaces:Structures,Mechanisms,Economics,and Impacts 2008 Pearson Prentice Hall,Electronic Commerce 2008,Efraim Turban,et al.Learning Objectives1.Define e-marketplaces and list their components.2.List the major types of e-marketplaces and describe their features.3.Describe the various types of EC intermediaries and their roles.4.Describe electronic catalogs,shopping carts,and search engines.5.Describe the major types of auctions and list their characteristics.2Learning Objectives6.Discuss the benefits,limitations,and impacts of auctions.7.Describe bartering and negotiating online.8.Define m-commerce and explain its role as a market mechanism.9.Discuss competition in the digital economy.10.Describe the impact of e-marketplaces on organizations and industries.3E-Marketplacesle-marketplaceAn online market,usually B2B,in which buyers and sellers exchange goods or services;the three types of e-marketplaces are private,public,and consortia4E-Marketplaces5E-MarketplaceslmarketspaceA marketplace in which sellers and buyers exchange goods and services for money(or for other goods and services)but do so electronically6E-MarketplaceslCustomerslSellerslProducts and servicesldigital productsGoods that can be transformed to digital format and delivered over the InternetlInfrastructurelFront endlBack endlIntermediariesThird parties that operates between sellers and buyerslOther business partnerslSupport servicesE-Marketplace Components and Participants7E-Marketplaceslfront endThe portion of an e-sellers business processes through which customers interact,including the sellers portal,electronic catalogs,a shopping cart,a search engine,and a payment gatewaylback endThe activities that support online order fulfillment,inventory management,purchasing from suppliers,payment processing,packaging,and delivery8Types of E-Marketplaces:From Storefronts to PortalslElectronic StorefrontslstorefrontA single companys Web site where products or services are soldle-mall(online mall)An online shopping center where many online stores are locatedlVisualization and virtual realty in shopping malls9Types of E-Marketplaces:From Storefronts to PortalslTypes of Stores and MallslGeneral stores/mallslSpecialized stores/mallslRegional versus global storeslPure-play online organizations versus click-and-mortar stores10Types of E-Marketplaces:From Storefronts to Portals11Types of E-Marketplaces:From Storefronts to PortalslTypes of E-Marketplaceslprivate e-marketplacesOnline markets owned by a single company;may be either sell-side and/or buy-side e-marketplaceslsell-side e-marketplaceA private e-marketplace in which one company sells either standard and/or customized products to qualified companieslbuy-side e-marketplaceA private e-marketplace in which one company makes purchases from invited suppliers12Types of E-Marketplaces:From Storefronts to PortalslTypes of E-Marketplaceslpublic e-marketplacesB2B marketplaces,usually owned and/or managed by an independent third party,that include many sellers and many buyers;also known as exchanges13Types of E-Marketplaces:From Storefronts to Portalslinformation portalA single point of access through a Web browser to business information inside and/or outside an organizationlTypes of PortalslCommercial(public)lCorporatelPublishinglPersonallMobilelVoicelKnowledge14Types of E-Marketplaces:From Storefronts to Portals15Transactions,Intermediation,and Process in E-CommercelSellers,Buyers,and TransactionslA seller(retailer,wholesaler,or manufacturer)sells to customerslThe seller buys from suppliers:either raw material(as a manufacturer)or finished goods(as a retailer)16Transactions,Intermediation,and Process in E-Commerce17Transactions,Intermediation,and Process in E-CommercelThe Roles and Value of Intermediaries in E-marketplaceslinfomediariesElectronic intermediaries that provide and/or control information flow in cyberspace,often aggregating information and selling it to others18Transactions,Intermediation,and Process in E-CommercelA broker is a company that facilitates transactions between buyers and sellerslTypes of brokerslBuy/sell fulfillmentlVirtual malllMetamediarylBountylSearch agentlShopping facilitator19Transactions,Intermediation,and Process in E-CommercelIntermediaries can address the following five important limitations of direct interaction:1.Search costs2.Lack of privacy3.Incomplete information4.Contract risk5.Pricing inefficiencies20Transactions,Intermediation,and Process in E-Commercele-distributorAn e-commerce intermediary that connects manufacturers with business buyers(customers)by aggregating the catalogs of many manufacturers in one placethe intermediarys Web site21Transactions,Intermediation,and Process in E-CommerceldisintermediationElimination of intermediaries between sellers and buyerslreintermediationEstablishment of new intermediary roles for traditional intermediaries that have been disintermediated,or for newcomers22Transactions,Intermediation,and Process in E-Commerce23Electronic Catalogs and Other Market Mechanismslelectronic catalogsThe presentation of product information in an electronic form;the backbone of most e-selling siteslThree dimensions of electronic catalogs:1.The dynamics of the information presentation2.The degree of customization3.Integration with business processes24Electronic Catalogs and Other Market Mechanisms25Electronic Catalogs and Other Market Mechanismslsearch engineA computer program that can access databases of Internet resources,search for specific information or keywords,and report the resultslsoftware(intelligent)agentSoftware that can perform routine tasks that require intelligence26Electronic Catalogs and Other Market Mechanismslelectronic shopping cartAn order-processing technology that allows customers to accumulate items they wish to buy while they continue to shop27Auctions as EC Market MechanismslauctionA competitive process in which a seller solicits consecutive bids from buyers(forward auctions)or a buyer solicits bids from sellers(backward auctions).Prices are determined dynamically by the bids28Auctions as EC Market MechanismslTraditional Auctions versus E-AuctionslLimitations of traditional offline auctionslrapid process gives potential buyers little time to make a decisionlelectronic auction(e-auction)Auctions conducted onlineldynamic pricingPrices that change based on supply and demand relationships at any given time29Auctions as EC Market MechanismslTypes of AuctionslOne buyer,one sellerlOne seller,many potential buyerslforward auctionAn auction in which a seller entertains bids from buyers.Bidders increase price sequentially30Auctions as EC Market MechanismslOne buyer,many potential sellerslreverse 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 price reducing sequentially,and the lowest bid wins;primarily a B2B or G2B mechanisml“name-your-own-price”modelAuction 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 P31Auctions as EC Market Mechanisms32Auctions as EC Market MechanismslMany sellers,many buyersldouble auctionAuctions in which multiple buyers and their bidding prices are matched with multiple sellers and their asking prices,considering the quantities on both sides33Auctions as EC Market MechanismslBenefits of E-AuctionslBenefits to Sellers lBenefits to Buyers lBenefits to E-AuctioneerslLimitations of E-AuctionslMinimal securitylPossibility of fraudlLimited participation34Auctions as EC Market MechanismslImpacts of AuctionslAuctions as a coordination mechanismlAuctions as a social mechanism to determine a pricelAuctions as a highly visible distribution mechanismlAuctions as an EC component35Bartering and Negotiating OnlinelOnline BarteringlbarteringThe exchange of goods or servicesle-bartering(electronic bartering)Bartering conducted online,usually in a bartering exchangelbartering exchangeA marketplace in which an intermediary arranges barter transactions36Bartering and Negotiating OnlinelOnline NegotiatinglNegotiated pricing commonly is used for expensive or specialized products lNegotiated prices also are popular when large quantities are purchased lMuch like auctions,negotiated prices result from interactions and bargaining among sellers and buyers37E-Commerce in the Wireless Environmentlmobile computingUse of portable devices,including smart cell phones,usually in a wireless environment.It permits real-time access to information,applications,and tools that,until recently,were accessible only from a desktop computer38E-Commerce in the Wireless Environmentlmobile commerce(m-commerce)E-commerce conducted via wireless deviceslm-businessThe broadest definition of m-commerce,in which e-business is conducted in a wireless environment39E-Commerce in the Wireless EnvironmentlThe Mobility RevolutionlOrganizations are embracing mobilized computing technologies for several reasons:lImproved productivity of workers in the fieldlWireless telecom support for mobility is growing quicklylMore applications can run both online and offlinelThe prices of notebook computers,wireless handhelds,and smart phones continue to fall as their capabilities increase40E-Commerce in the Wireless EnvironmentlThe Promise of M-Commercellocation-based commerce(LBC)An m-commerce application targeted to a customer whose location,preferences,and needs are known in real timelM-Commerce AdoptionlAlthough there are currently many hurdles to the widespread adoption of m-commerce,many companies are already shifting their strategy to the mobile world41Competition in the Digital Economy and Its Impact on IndustrieslInternet ecosystemThe business model of the Internet economy42Competition in the Digital Economy and Its Impact on IndustrieslLower search costs for buyerslSpeedy comparisons lLower priceslCustomer servicelBarriers to entry are reducedlVirtual partnerships multiplylMarket niches aboundlDifferentiation and personalizationCompetitive FactorsOnline Transactions Allow:43Competition in the Digital Economy and Its Impact on IndustriesldifferentiationProviding a product or service that is uniquelpersonalizationThe ability to tailor a product,service,or Web content to specific user preferences 44Competition in the Digital Economy and Its Impact on IndustrieslPorters Competitive Analysis in an Industrylcompetitive forces modelModel devised by Porter that says that five major forces of competition determine industry structure and how economic value is divided among the industry players in an industry;analysis of these forces helps companies develop their competitive strategy45Competition in the Digital Economy and Its Impact on IndustrieslImpact on Whole IndustrieslPatient self-care is growing rapidlylThe amount of free medical information is exploding lPatient empowerment is gaining importancelIncreasing electronic interaction among patients,hospitals,pharmacies,etc.lIncreasing digital hospital and other health-care facilitieslData collected about patients is growing in amount and qualitylEasy and shared access to patient datalElder care and special types of care are improving significantly due to wireless systemslIncreasing need to protect patient privacy and contain cost46Impacts of EC on Business Processes and Organizations47Impacts of EC on Business Processes and OrganizationslImpacts of e-marketplaces on B2C direct marketing:lProduct promotionlNew sales channellDirect savingslReduced cycle timelImproved customer servicelBrand or corporate imagelCustomizationlAdvertisinglOrdering systemslMarket operationslAccessibility48Impacts of EC on Business Processes and OrganizationslTransforming OrganizationslTechnology and organizational learninglThe changing nature of worklRedefining OrganizationslNew and improved product capabilitieslNew industry order and business modelslImproving the supply chain49Impacts of EC on Business Processes and Organizations50Impacts of EC on Business Processes and Organizations51Impacts of EC on Business Processes and OrganizationslImpacts on manufacturinglBuild-to-Order Manufacturinglbuild-to-order(pull system)A manufacturing process that starts with an order(usually customized).Once the order is paid for,the vendor starts to fulfill itlReal-Time Demand-Driven ManufacturinglVirtual ManufacturinglAssembly LineslImpacts on Finance and AccountinglImpact on Human Resources Management and Training52Managerial Issues1.What about intermediaries?2.Should we auction?3.Should we barter?4.What m-commerce opportunities are available?5.How do we compete in the digital economy?6.What organizational changes will be needed?53
