电子商务全书课件完整版ppt全套教学教程最全电子教案电子讲义（最新）.ppt

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1、,Chapter 1 Introduction to Electronic Commerce,-教师姓名,目录页,CONTENS,1.1 OVERVIEW OF ELECTRONIC COMMERCE 1.2 FRAMEWORK OF EC 1.3 A BRIEF HISTORY OF EC 1.4 EC INFLUENCES 1.5 DEVELOPMENT HISTORY OF CHINESE EC 1.6 THE DEVELOPMENT TENDENCY OF CHINESE EC,过渡页,TRANSITION PAGE,OVERVIEW OF ELECTRONIC COMMERCE,1,

2、Chapter 1 Introduction to Electronic Commerce,OVERVIEW OF ELECTRONIC COMMERCE,01,Electronic commerce, commonly written as eCommerce or e-commerce, is the trading or facilitation of trading in products or services using computer networks, such as the Internet. Electronic commerce draws on technologie

3、s such as mobile commerce, electronic funds transfer, supply chain management, Internet marketing, online transaction processing, electronic data interchange (EDI), inventory management systems, and automated data collection systems. Modern electronic commerce typically uses the World Wide Web for a

4、t least one part of the transactions life cycle, although it may also use other technologies such as e-mail.,Chapter 1 Introduction to Electronic Commerce,OVERVIEW OF ELECTRONIC COMMERCE,01,E-commerce businesses may employ some or all of the following: Online shopping web sites for retail sales dire

5、ct to consumers Providing or participating in online marketplaces, which process third-party business-to-consumer or consumer-to-consumer sales Business-to-business buying and selling Gathering and using demographic data through web contacts and social media Business-to-business electronic data inte

6、rchange Marketing to prospective and established customers by e-mail or fax (for example, with newsletters) Engaging in pretail for launching new products and services Online financial exchanges for currency exchanges or trading purposes,Chapter 1 Introduction to Electronic Commerce,Network level,01

7、,Information publishing level and information transmission level,02,Business services level and e-commerce application level,03,ECs framework,3 levels,2 columns,Chapter 1 Introduction to Electronic Commerce,1.Network level Network level is the network hardware infrastructure, namely an information t

8、ransmission system. It includes telecom, cable TV, wireless access, internet, VAN, WAN, LAN, intranet, extranet, Wi-Fi and WiMAX.,Chapter 1 Introduction to Electronic Commerce,2.Information publishing level and information transmission level Network level decides the route of e-commerce information

9、transmission. However, information publishing level and information transmission level deal with the questions concerning how to transmit information and what information to be transmitted. The most popular information publish mode is publishing information on WWW in the form of HTML or XML. Java or

10、 XML can facilitate publishing information on various network systems, various equipments and various operating system platforms. From the technical perspective, the whole process of e-commerce system revolves around information publishing and transmission.,Chapter 1 Introduction to Electronic Comme

11、rce,3.Business services level and e-commerce application level Business services level actualizes normal online business activities and services, such as online advertisement, online retail, online directories, electronic payment, online clients service, electronic certification (certificate Authori

12、ty) and e-commerce information security. Among them CA is the most important element. Since e-commerce is the business activities conducted online and all parties involved in online business would not see each other in person, identity confirmation and security become extraordinarily important. On n

13、etwork level, information publishing level, information distribution level and business services level, people can realize all kinds of e-commerce applications, such as the information systems of supply chain management, enterprise resources planning, and client relation management, and enterprise k

14、nowledge management as well as competing intelligence activities that are conducted on the basis of the said information systems. The main parties engaging in e-commerce activities like supplier, distributor, cooperating partners, and governments are interacting in all aspects with enterprises on th

15、is level.,Chapter 1 Introduction to Electronic Commerce,Classification of EC,初始期（20世纪90年代初期至中期）,Chapter 1 Introduction to Electronic Commerce,Business-to-business (B2B) refers to a situation where one business uses e-commerce to make a commercial transaction with another. This typically occurs when

16、a business uses the computer and internet: To source materials for their production process To acquire the services of another for operational reasons To re-sell goods and services produced by others To fulfill the payment and conclude the transactions with others B2B is often contrasted against bus

17、iness-to-consumer (B2C). In B2B commerce it is often the case that the parties to the relationship have comparable negotiating power, and even when they dont, each party typically involves professional staff and legal counsel in the negotiation of terms, whereas B2C is shaped to a far greater degree

18、 by economic implications of information asymmetry. An example that illustrates the business to business concept is automobile manufacturing. Many of a vehicles components are manufactured independently and the auto manufacturer must purchase these parts separately. For instance, the tires, batterie

19、s, electronics, hoses and door locks may be manufactured elsewhere and sold directly to the automobile manufacturer. In the context of communication, business to business refers to methods by which employees from different companies can connect with one another, such as through social media. This ty

20、pe of communication between the employees of two or more companies is called B2B communication.,Chapter 1 Introduction to Electronic Commerce,03,Business to Consumer (B2C) refers to a transaction that occurs between a company and a consumer, as opposed to a transaction between companies (called B2B)

21、. The term may also describe a company that provides goods or services for consumers. B2C can reduce intermediaries and labor costs, shorter transaction times, improve customers service and expanded market. While most companies that sell directly to consumers can be referred to as B2C companies, the

22、 term became immensely popular during the dotcom boom of the late 1990s, when it was used mainly to refer to online retailers, as well as other companies that sold products and services to consumers through the Internet. Although numerous business to consumer companies fell victim to the subsequent

23、dotcom bust as investor interest in the sector dwindled and venture capital funding dried up, B2C leaders such as A and taobao. com survived the shakeout and went on to rank among the most successful companies in the world.,Chapter 1 Introduction to Electronic Commerce,Business-to-Business-to-Consum

24、er (B2B2C) is an emerging e-commerce model that combines Business to Business (B2B) and Business to Consumer (B2C) for a complete product or service transaction. B2B2C is a business model where online, or e-commerce, businesses and portals reach new markets and customers by partnering with consumer-

25、oriented product and service businesses. The consumer-oriented businesses have their own clients, to whom the product or service is provided without adding any value to it. B2B2C is a collaboration process that, in theory, creates mutually beneficial service and product delivery channels. As an exam

26、ple of a B2B2C model, Business A pays Business B for users, leads or sales generated by Business Bs business or website. Business A then uses Business Bs channels to locate prospective customers. Business B provides its customers with new and relevant services, facilitating an increased customer bas

27、e and earned revenue for sold products and services. The B2B2C models can be found in www. 365gift. com and www. , in which B2B and B2C are combined successfully and utilized successfully.,Chapter 1 Introduction to Electronic Commerce,Business-to-Government (B2G) is a derivative ofB2B marketingand o

28、ften referred to as a market definition of public sector marketing which encompasses marketing products and services to various government levels through integrated marketing communications techniques such as strategic public relations, branding, marcom, advertising, and web-based communications. B2

29、G networks provide a platform for businesses to bid on government opportunities which are presented as solicitations in the form ofRFPsin a reverse auctionfashion. Public sector organizations (PSOs) posttendersin the form of RFPs,RFIs,RFQs, Sources Sought, etc. and suppliers respond to them. In addi

30、tion, PSOs also play a micro-readjustment, guidance and supervision role in the form of E-commerce: Via network and other information technology, PSOs can obtain comprehensive information promptly and make correct decisions and quick feedbacks; sending control information as well as laws and regulat

31、ions to enterprise, PSOs can strength the management and service function. Typical B2G websites are www.chinaport. gov. cn and www.ccgp. gov. cn/,Chapter 1 Introduction to Electronic Commerce,Consumer-to Business (C2B) is abusiness modelin which consumers (individuals) create value and businesses co

32、nsume that value. C2B model, also called a reverse auction or demand collection model, enables buyers to name or demand their own price, which is often binding, for a specific good or service. The website collects the demand bids then offers the bids to participating sellers. Another form of C2B is

33、theelectronic commercebusiness model in which consumers can offer products and services to companies, and the companies pay the consumers. This business model is a complete reversal of the traditional business model in which companies offer goods and services to consumers (business-to-consumer= B2C)

34、. We can see the C2B model at work inblogsorinternet forumsin which the author offers a link back to an online business thereby facilitating the purchase of a product. Elance and N was the typical C2B model e-commerce site.,Chapter 1 Introduction to Electronic Commerce,03,Consumer-to-Consumer (C2C)

35、is a business model which provides an environment where customers can sell these goods or services to each other. C2Celectronic commerceinvolves the electronically facilitated transactions between consumers through some third party. A common example is theonline auction, in which a consumer posts an

36、 item for sale and other consumers bid to purchase it; the third party generally charges aflat feeorcommission. The sites are only intermediaries, just there to match consumers. They do not have to check quality of the products being offered. The typical C2C sites are and .,Chapter 1 Introduction to

37、 Electronic Commerce,Government-to-Consumer (G2C) is to offer a variety of information and communication technology services to citizens in an efficient and economical manner, and to strengthen the relationship between government and citizens using technology. Two-way communicationof G2C allows citi

38、zens to instant message directly with public administrators, and cast remote electronic votes (electronic voting) and instant opinion voting. Transactions such as payment of services, such as city utilities, can be completed online or over the phone. Mundane services such as name or address changes,

39、 applying for services or grants, or transferring existing services are more convenient and no longer have to be completed face to face.,Chapter 1 Introduction to Electronic Commerce,A BRIEF HISTORY OF EC,03,History of e-commerce dates back to the invention of the very old notion of sell and buy, el

40、ectricity, cables, computers, modems, and the Internet. E-commerce became possible in 1991 when the Internet was opened to commercial use. Since that date thousands of businesses have taken up residence at web sites. At first, the term e-commerce meant the process of execution of commercial transact

41、ions electronically with the help of the leading technologies such as Electronic Data Interchange (EDI) and Electronic Funds Transfer (EFT) which gave an opportunity for users to exchange business information and do electronic transactions. The ability to use these technologies appeared in the late

42、1970s and allowed business companies and organizations to send commercial documentation electronically.,Chapter 1 Introduction to Electronic Commerce,A BRIEF HISTORY OF EC,03,Although the Internet began to advance in popularity among the general public in 1994, it took approximately four years to de

43、velop the security protocols (for example, HTTP) and DSL which allowed rapid access and a persistent connection to the Internet. In 2000 a great number of business companies in the United States and Western Europe represented their services in the World Wide Web. At this time the meaning of the word

44、 e-commerce was changed. People began to define the term e-commerce as the process of purchasing of available goods and services over the Internet using secure connections and electronic payment services. Although the dot-com collapse in 2000 led to unfortunate results and many of e-commerce compani

45、es disappeared, the brick and mortar retailers recognized the advantages of electronic commerce and began to add such capabilities to their web sites (e.g., after the online grocery store Webvan came to ruin, two supermarket chains, Albertsons and Safeway, began to use e-commerce to enable their cus

46、tomers to buy groceries online). By the end of 2001, the largest form of e-commerce, Business-to-Business (B2B) model, had around $700 billion in transactions.,Chapter 1 Introduction to Electronic Commerce,A BRIEF HISTORY OF EC,03,According to all available data, e-commerce sales continued to grow i

47、n the next few years and, by the end of 2007, e-commerce sales accounted for 3.4 percent of total sales. E-commerce has a great deal of advantages over brick and mortar stores and mail order catalogs. Consumers can easily search through a large database of products and services. They can see actual

48、prices, build an order over several days and email it as a wish list hoping that someone will pay for their selected goods. Customers can compare prices with a click of the mouse and buy the selected product at best prices. Online vendors, in their turn, also get distinct advantages. The web and its

49、 search engines provide a way to be found by customers without expensive advertising campaign. Even small online shops can reach global markets. Web technology also allows to track customer preferences and to deliver individually-tailored marketing.,Chapter 1 Introduction to Electronic Commerce,A BRIEF HISTORY OF EC,03,History of e-commerce is unthinkable without Amazon and Ebay which were among the first Internet companies to allow electronic transactions. Thanks to their founders we now have a handsome e-commerce sector and enjoy the buyi