电子商务英文版第九版第一章ppt说课材料.ppt

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1、电子商子商务英文版第九版第一章英文版第九版第一章pptppt课程简介n n教学内容教学内容n n本本课课程是从企程是从企业电业电子商子商务应务应用的用的视视角，介角，介绍绍基于网基于网络络信息技信息技术术来从事企来从事企业业管理和商管理和商务务活活动动的理的理论论和和实务实务。主要从主要从战战略略规规划、核心划、核心业务业务和典型和典型应应用三个用三个视视角切入，角切入，涵盖和探涵盖和探讨讨企企业电业电子商子商务务运运营过营过程中的重要程中的重要问题问题。通。通过过大量案例的学大量案例的学习习和研和研讨讨，引，引导导同学思考如何利用同学思考如何利用电电子商子商务务解决企解决企业业中出中出现现的

2、的实际问题实际问题。n n教学目教学目标标n n通通过过本本课课程学程学习习，学生，学生应应掌握网掌握网络经济络经济运作的基本运作的基本规规律和律和电电子商子商务务系系统业务战统业务战略，运略，运营营、管理的基本知、管理的基本知识识，应应具具备识别电备识别电子商子商务务机会、策划机会、策划电电子商子商务项务项目、管理目、管理电电子商子商务务系系统统的基本能力。激的基本能力。激发发学学习电习电子商子商务务相关知相关知识识的的兴兴趣，能趣，能够够在今后的商在今后的商业经营业经营中有意中有意识识地运用相地运用相关理关理论论和思想和思想教学要求n n学学习习重点重点(1)(1)电电子商子商务务的基本概

3、念、基本的基本概念、基本应应用、基本理用、基本理论论和思和思想方法想方法(2)(2)电电子商子商务务商商业业模式与盈利模式模式与盈利模式(3)(3)网网络经济络经济中的中的竞竞争争规则规则和和经营经营理念理念n n教学方法教学方法(1)(1)课课堂堂讲讲授授(2)(2)上机上机(环环境体境体验验)(3)(3)案例案例讨论讨论及分析及分析n n注重课堂学习，积极思考，讨论问题，共享观点；参考教材n nGary P.Schneider,Electronic Commerce.（英文精编第9版），机械工业出版社、2011年1月版n nEfraim Turban,David King,etc.Elec

4、tronic Commerce:A Managerial Perspective.（5th Edition）Pearson Education.2010.5（高等教育出版社）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 i

5、s profoundly changing economics,markets and industry structure,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.Foun

6、dations of EC学习目标n电子商务和传统商务流程的区别n电子商务的特点和优势n电子商务的定义与分类n更适合电子商务的商品n识别电子商务机会n网络经济的基本特征商务n什么是商什么是商务？商务是商品从生产领域向消费领域运动过程中经济活动的总和。思考：思考：商务中包含哪些具体的经济活动？商务过程消费者的视角商务过程商家的视角n识别需求查找收集替代品信息评价替代品并进行选择采购物流、资金流售后服务n电子化会使商务过程更方便吗？典型的商务采购步骤电子商务和传统商务的区别信息流信息流商品信息的提供、促销、技术支持和售后服务；询价单、报价单、付款通知、转账通知；交易双方的支付或经营能力、信誉等。从

7、从“三三流流”变化化看看传统商商务与与电子子商商务的的区区别资金流、物流金流、物流资金流：资金的转移过程，包括付款、转帐等过程。物流：指物质实体（商品或服务）的流动过程，如运输、储存等。电子商子商务中的中的“三流三流”信息流和资金流的电子化，两者几乎可以同步完成。物流:如果是电子软件类商品，可以同步进行；如果是其他商品，需要依靠传统物流。ERPInternet(TCP/IP)Bank支付网关支付网关（Payment Gateway）CustomerCAERPERPMISMISMISLogistics案例网络购物，身边的电子商务n n商城信息获取的途径搜索引擎 综合门户网站 新浪读书频道 网址网

8、站 n n商品信息获取的途径关键字高级搜索缩小范围、个性化选择n n犹豫不决，怎么办？价格优势畅销榜网上评论商家重视网上评论关联营销捆绑营销推荐个性化推荐：E-mail推荐买了！购物车重复确认用户，很安全噢！我的账户课后作业n n网络商务信息的搜索与搜索引擎的使用n n任务：购买教材n n目标：价格最优惠定定义和内涵和内涵n n广广义电义电子商子商务务（E_businessE_business）、狭）、狭义电义电子商子商务务（E_commerceE_commerce）n nIBMIBM公司的公司的电电子商子商务务公式：公式：E-business=Web+IT+BusinessE-busines

9、s=Web+IT+Businessn nIBMs CEO:”E-business is all about cycle IBMs CEO:”E-business is all about cycle time,speed,globalizition,enhangced time,speed,globalizition,enhangced productivity,reaching new customers and sharing productivity,reaching new customers and sharing knowledge across institutions for

10、compititive knowledge across institutions for compititive advantage.”advantage.”Electronic Commerce:Definitions and Concepts(cont.)n nE-commerce E-commerce defined from the following perspectives:uCommunications:delivery of goods,services,information,or payments over computer networks or any other e

11、lectronic meansuCommercial(trading):provides 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 electr

12、onic networks,thereby substituting 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:D

13、efinitions and Concepts(cont.)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,tra

14、nsact,and collaborate概念的延伸n n完全电子商务、不完全电子商务Physical agentDigital agentDigital ProductPhysical ProductPhysical processDigital processVirtual processVirtual delivery agentVirtual productPartial Electronic commerce（不完全电子商务）（不完全电子商务）Pure Electronic commerce（完全电子商务）（完全电子商务）The Dimensions of Electronic Co

15、mmerceTraditional commerceElectronic Commerce:Definitions and Concepts(cont.)n nPure vs.Partial ECPure vs.Partial EC 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)n nBrick-and-M

16、ortar Brick-and-Mortar organizations organizations areare old-old-economy organizations economy organizations(corporations)that(corporations)that perform most of their perform most of their business off-line,selling business off-line,selling physical products by physical products by means of physica

17、l agentsmeans of physical agentsn nIs the pure EC better than partial EC?案例n n当当网自行车上的电子商务n n创建于2000年，我国电子商务的萌芽阶段。n n遇到的问题uu信用卡uu银行系统uu送货n n潜在客户？Pay on deliveryn n“货到付款”“单车少年”uu经济性（转账成本PK运送费）uu可靠性n n当当网利用庞大的自行车送货军团在劳动力低廉的中国以货到付款的方式运送货物。但这是否违背了电子商务的初衷呢（网上支付）？n n在电子商务大环境不完备的时候，当当网以一种更容易为人们所接受的的形式出现，带来

18、收益和便利。n n2000年，中国有大约300家网络书商，现在只有寥寥几家！n n最原始的电子商务，却迎合了中国人民的消费习惯，与中国的支付水平相符。n n现在丰富的支付手段！Categories of Electronic Commercen nFive general e-commerce categories:uuBusiness-to-consumeruuBusiness-to-businessuuBusiness processesuuConsumer-to-consumeruuBusiness-to-governmentClassification by EC Applicatio

19、nsn nElectronic marketsn nInterorganizational systemsuuA market is a network of interactions and relationships where information,products,services,and payments are exchanged.uuAn electronic market is a place where shoppers and sellers meet electronically.uuIn electronic markets,sellers and buyers ne

20、gotiate,submit bids,agree on an order,and finish the execution on-or off-line.Electronic Markets11Shopper/PurchaserSeller/Supplier电子市场电子市场(交易中介交易中介)电子商务电子商务网络网络(基础设施基础设施)产品/服务信息请求购买请求支付或支付请求购买完成请求购买变化请求完成请求的反应运输单批准支付EFT EFT购物者银行购物者银行汇款单支付EFT中介商银行中介商银行（自动清算所）（自动清算所）)供应商银行供应商银行电子市场电子市场对信息请求的反应购买确认运输单购

21、买服务交货（如果在线）支付确认uuAn interorganizational information system(IOS)An interorganizational information system(IOS)involves information flow involves information flow among two or more among two or more organizationsorganizations.uuIts major objective is Its major objective is efficient routine transactio

22、n efficient routine transaction processingprocessing,such as transmitting orders,bills,and,such as transmitting orders,bills,and payments using EDI or extranets.payments using EDI or extranets.uuScope:An IOS is a unified system encompassing Scope:An IOS is a unified system encompassing two or severa

23、l business partners.two or several business partners.Interorganization Information SystemsuuElectronic data interchange(EDI)uuElectronic funds transfer(EFT)n nValue-added network(VAN)uuIndependent firm that offers connection and transaction-forwarding services to buyers and sellers engaged in EDITyp

24、es of Interorganizational SystemsHistory of ECA Brief History of ECn n1969 U.S.government experimentthe Internet came into being initially used by technical audience of government agencies,academic researchers,and scientistsn n1970s:innovations like electronic funds transfer(EFT)funds routed electro

25、nically from one organization to another(limited to large corporations)A Brief History of EC(cont.)n nelectronic data interchange electronic data interchange(EDI)(EDI)electronically electronically transfer routine documents(application enlarged transfer routine documents(application enlarged pool of

26、 participating companies to include pool of participating companies to include manufacturers,retailers,services)manufacturers,retailers,services)n ninterorganizational system interorganizational system(IOS)(IOS)travel travel reservation systems and stock tradingreservation systems and stock tradingn

27、 nMost medium-and large-sized organizations have a Web siten nMost large U.S.corporations have comprehensive portals A Brief History of EC(cont.)n n1990s the Internet commercialized and users flocked 1990s the Internet commercialized and users flocked to participate in the form of to participate in

28、the form of dot-comsdot-comsn n1999 the emphasis of EC shifted from B2C to B2Bn n2001 the emphasis shifted from B2B to B2E,e-government,e-learning,and m-commerce(mobile commerce)n nEC will undoubtedly continue to shift and changeBusiness Models,Revenue Models,and Business Processesn nTransaction uuA

29、n exchange of valuen nBusiness processesuuThe group of logical,related,and sequential activities and transactions in which businesses engagen nBusiness modeluuA set of processes that combine to yield a profitn nRevenue modeluuA specific collection of business processes used to:t tIdentify customerst

30、 tMarket to those customerst tGenerate sales to those customersCase:Autobyteln nDescribe business process of Autobyteln nWhats revenue model of AutobytelCase：Autobyteln n购车的经历令人疲惫；n nBusiness processes：顾客在Autobytel的网站上注册并指定理想汽车的性能指标；Autobytel报出确定的价格并把客户的联系方式转给当地经销商；经销商与客户联系并完成交易。n nBusiness Model：no

31、 haggle，no intermediariesn n与传统商业模式的区别？（替代了传统商务中的哪个角色？）revenue modeln nAutobytel的revenue modeluu经销商的加盟费uu保险公司、金融机构等的广告费n n购车者uu迅速、直接、价格明确uu价格平均低2%-4%n n经销商的revenue modeluu营销费用从$420降为$150Riskn n目前，汽车制造商正在积极建立网站以求把握在线销售机会。电子商务传统商务电子商务和传统商务的结合图书和激光唱片的购销时装的购销汽车的购销在线传输软件易腐食品的购销在线金融服务旅游服务的广告和促销低值小商品的买卖寻找合

32、住伙伴的服务运输货物的在线跟踪昂贵珠宝和古董的销售投资和保险产品的购销哪些商品更适宜电子商务Product/Process Suitability to Electronic Commercen nCommodity item uuHard to distinguish from the same products or services provided by other sellersuuFeatures have become standardized and well knownProduct/Process Suitability to Electronic Commerce(con

33、tinued)n nShipping profile uuCollection of attributes that affect how easily a product can be packaged and deliveredn nHigh value-to-weight ratio uuCan make overall shipping cost a small fraction of the selling pricen nCharacteristics of successful e-tailing commodityCharacteristics of successful e-

34、tailing commodityuuHigh value-to-weight ratio(airplane ticket)High value-to-weight ratio(airplane ticket)uhigh brand recognition web-seller(Amazon)uguarantee provided by highly reliable or well-known vendors(Dell)udigitized format(software)urelatively inexpensive items(office supplies)ufrequently pu

35、rchased 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n n.COM公司大量出现，但真正能长久发展的，是那些具有真正商务内容的公司和与传统产业相结合的公司。电子商子商务环境下的企境下的企业n n改改变变企企业业的运作方式的运作方式uu虚虚拟拟企企业业n n改改变变企企业

36、业生生产产方式方式uu大大规规模定制模定制 VS VS 大批量生大批量生产产n n改改变变企企业业与伙伴之与伙伴之间间的关系的关系uu客客户户关系管理关系管理n n改改变变企企业业之之间间的的竞竞争方式争方式uu供供应链应链管理管理n n怪、偏、少的需求可能形成大的市怪、偏、少的需求可能形成大的市场场。案例案例1 A 虚虚拟企企业（）n n经营经营数字式企数字式企业业无需无需进进行不行不动产动产投投资资n n选选定了定了书书籍籍进进行网上行网上销销售，取名售，取名AmazonAmazon，意味意味经营经营的的书书籍比常籍比常规书规书店多出好多倍店多出好多倍n n交互式网交互式网页页和和电电子子

37、邮邮件威力巨大，可供与客件威力巨大，可供与客户户直接直接联联系系n n成功决成功决窍窍：全面：全面选择选择、个性化服、个性化服务务、先市、先市场场后后利利润润。案例案例2 戴戴尔电脑 大大规模定制模定制（）n n采用直销模式，与顾客建立直接联系n n采用定制方式，只按订单生产n n通过使库存减少来提高利润n n采用先进的后勤管理软件n n优质的大客户服务案例案例3 UPS&Fedex 客客户服服务（）n n包裹追踪包裹追踪(Package Tracking)Package Tracking)。.配送中心配送中心Wal-MartWal-Mart连锁店连锁店P&G案例案例4 Wal-Mart&P&

38、G双赢双赢（www.wal-）库存补充库存补充动态销售量动态销售量网络互联网络互联Benefits of ECn nGlobal reachGlobal reachn nCost reductionCost reductionn nRapid time-to-marketRapid time-to-marketn nSupply chain improvementsSupply chain improvementsn nExtended hours:24/7/365Extended hours:24/7/365Benefits to organizationsBenefits to organ

39、izationsBenefits of EC(cont.)n nMore products and servicesMore products and servicesn nCheaper products and servicesCheaper products and servicesn nInstant deliveryInstant deliveryn nParticipation in auctionsParticipation in auctionsBenefits to consumersBenefits to consumersBenefits of EC(cont.)Bene

40、fits to societyBenefits to societyn nTelecommuting（远程办公）n nHigher standard of livingn nHope for the remote2008 年淘宝网为社会创造了57 万个直接就业岗位Disadvantages of ECn nCommodities and business process not suit for ECn nHow to get potential buyers who willing to buy onlinen nROI is difficult to calculaten nSoftwar

41、e integration between EC system and traditional commerce从网络经济的角度认识电子商务n n全天候运作的经济n n全球化经济n n中间层次减弱的“直接经济”n n虚拟经济n n速度型经济n n创新型经济n n个性化经济n n竞争与合作并存的经济Market,Company&Transaction Costn nMarket:2 conditionsn nHierarchical business organizationsn nVertical integrationn nSBU or BUNetwork Economic Structur

42、en nMarketNetwork Economic StructureHierarchyn nStrategic alliances or Strategic partnershipsn nVirtual companyn nRely extensively on information sharing经济学特征uuLaw of diminishing returnsn n网络价值梅特卡夫定律uu某个消费者消费网络商品的效用，依赖于消费该网络商品的其他消费者数量；uu网络价值与用户数的平方成正比；网络使用者越多价值越大。n nNetwork effectn n电子商务的规模经济uu电子商务的

43、生产成本与消费者分享网络商品服务的规模之间呈弱相关或近似无关的成本特征。Identifying Electronic Commerce Opportunitiesn nFirmuuMultiple business units owned by a common set of shareholdersn nIndustryuuMultiple firms that sell similar products to similar customersStrategic Business Unit Value Chainsn nValue chainuuA way of organizing th

44、e activities that each strategic business unit undertakesn nPrimary activities include:uuDesigning,producing,promoting,marketing,delivering,and supporting the products or services it sellsn nSupporting activities include:uuHuman resource management and purchasingIndustry Value Chainsn nValue systemu

45、uLarger stream of activities into which a particular business units value chain is embeddeduuAlso referred to as industry value chainSWOT Analysis:Evaluating Business Unit Opportunitiesn nIn SWOT analysis:uuAn analyst first looks into the business unit to identify its strengths and weaknessesuuThe a

46、nalyst then reviews the operating environment and identifies opportunities and threatsEC FrameworknDose EC just mean web site？A Framework for Electronic CommerceBarriers of ECn nSecurity and Fraud Security and Fraud n nTrust and riskTrust and riskn nLack of qualified personnelLack of qualified perso

47、nneln nLack of business modelsLack of business modelsn nCultureCulturen nLegal issues Legal issues Case：The Success Story of Campusfood.Com n nAt At you can:you can:uuNavigate through a list of local restaurants,their hours Navigate through a list of local restaurants,their hours of operation,addres

48、ses,phone numbers,etc.of operation,addresses,phone numbers,etc.uuBrowse an interactive menuBrowse an interactive menuuuBypass Bypass“busybusy”telephone signals to place an order telephone signals to place an order onlineonlineuuAccess special foods,promotions,and restaurant Access special foods,prom

49、otions,and restaurant giveaways giveaways uuArrange electronic payment of your order Arrange electronic payment of your order n nCC s revenue is generated through s revenue is generated through transaction feestransaction feesthe site takes a 5%commission on the site takes a 5%commission on each ord

50、er from the sellerseach order from the sellersThe Success Story of Campusfood.Comn nProvide interactive menus to college students,Provide interactive menus to college students,using the power of the Internet to replace and/or using the power of the Internet to replace and/or facilitate the tradition