电子商务：管理视角 CH06.ppt

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1、Chapter 6B2B Exchanges,Directories,and Other Support Services 2008 Pearson Prentice Hall,Electronic Commerce 2008,Efraim Turban,et al.Learning Objectives1.Define exchanges and describe their major types.2.Describe the various ownership and revenue models of exchanges.3.Describe B2B portals.4.Describ

2、e third-party exchanges.5.Distinguish between purchasing(procurement)and selling consortia.2Learning Objectives6.Define dynamic trading and describe B2B auctions.7.Describe partner relationship management(PRM).8.Discuss integration issues of e-marketplaces and exchanges.9.Discuss B2B networks.10.Dis

3、cuss issues in managing exchanges,including the critical success factors of exchanges.3B2B Electronic ExchangesAn Overviewlpublic e-marketplace(public exchange)A many-to-many e-marketplace.Trading venues open to all interested parties(sellers and buyers);usually run by third parties.Some are also kn

4、own as trading exchangeslmarket makerThe third party that operates an exchange(and in many cases,also owns the exchange)4B2B Electronic ExchangesAn Overview5B2B Electronic ExchangesAn Overview6B2B Electronic ExchangesAn Overviewlvertical exchangeAn exchange whose members are in one industry or indus

5、try segment.It trades only in materials/services unique for that industrylhorizontal exchangeAn exchange that handles materials used by companies in different industries7B2B Electronic ExchangesAn Overviewldynamic pricingA rapid movement of prices over time and possibly across customers,as a result

6、of supply and demand matching8B2B Electronic ExchangesAn OverviewlThe typical process that results in dynamic pricing in most exchanges:1.A company posts a bid to buy a product or an offer to sell one2.An auction(forward or reverse)is activated3.Buyers and sellers can see the bids and offers that us

7、ually remain anonymous4.Buyers and sellers interact with bids and offers in real time Sometimes group purchasing is used to obtain a volume discount price 5.A deal is struck when there is an exact match between a buyer and a seller on price,volume,and other variables,such as location or quality6.The

8、 deal is consummated,and payment and delivery are arranged9B2B Electronic ExchangesAn OverviewlFunctions of ExchangeslMatching buyers and sellerslFacilitating transactionslMaintaining exchange policies and infrastructure10B2B Electronic ExchangesAn OverviewlOwnership of ExchangeslOne company,usually

9、 an industry giantlA neutral entrepreneurlThe consortium(or co-op)lGovernance and OrganizationlMembershiplSite access and securitylServices provided by exchanges11B2B Electronic ExchangesAn OverviewlAdvantages of ExchangeslMaking markets more efficient,providing opportunities for sellers and buyers

10、to find new business partnerslCutting the administrative costs of ordering MROslExpediting trading processeslFacilitating global tradelCreating communities of informed buyers and sellers12B2B Electronic ExchangesAn Overview13B2B Electronic ExchangesAn Overview14B2B Electronic ExchangesAn OverviewlRe

11、venue ModelslTransaction feeslFee for servicelMembership feeslAdvertising feeslOther revenue sources15B2B Portals and DirectorieslB2B portalsInformation portals for businesseslvortalsB2B portals that focus on a single industry or industry segment;“vertical portals”16B2B Portals and DirectorieslDirec

12、tory Services and Search EngineslDirectory services can help buyers and sellers manage the task of finding specialized products,services,and potential partnerslSpecialized search engines are becoming a necessity in many industries due to the information glut17Third-Party and Directory ExchangeslThir

13、d-party exchanges are characterized by two contradicting propertieslThey are neutral because they do not favor either sellers or buyerslBecause they do not have a built-in constituency of sellers or buyers,they sometimes have a problem attracting enough buyers and sellers to attain financial viabili

14、ty18Third-Party and Directory Exchangeslmarket liquidityThe degree to which something can be bought or sold in a marketplace without significantly affecting its price.It is determined by the number of buyers and sellers in the market and the transaction volume19Third-Party and Directory Exchanges20T

15、hird-Party and Directory Exchanges21Consortium Trading Exchangeslconsortium trading exchange(CTE)An exchange formed and operated by a group of major companies in an industry to provide industry-wide transaction serviceslMarkets operate in three basic types of environments:lFragmented marketslSeller-

16、concentrated marketslBuyer-concentrated markets22Consortium Trading ExchangeslCTEs are classified by two main criteria:1.Whether they focus on buying or selling2.Whether they are vertical or horizontallThe four types of consortia are:1.Purchasing oriented,vertical2.Purchasing oriented,horizontal3.Se

17、lling oriented,vertical4.Selling oriented,horizontal23Consortium Trading ExchangeslPurchasing-Oriented ConsortialVertical purchasing-oriented CTEslHorizontal purchasing-oriented CTEslSelling-Oriented ConsortialSelling-oriented consortia are less common than buying-oriented ones.Most selling-oriented

18、 consortia are vertical24Consortium Trading ExchangeslLegal Issues for ConsortialLegal challenges for B2B consortialCritical success factors for consortialAppropriate business and revenue modelslSize of the industrylAbility to drive user adoptionlElasticitylStandardization of commodity-like products

19、lManagement of intensive information flowlSmoothing of supply chain inefficiencieslHarmonized shared objectives25Consortium Trading ExchangeslelasticityThe measure of the incremental spending(demand)by buyers as a result of price changinglCombining consortia and third-party exchanges26Dynamic Tradin

20、g:Matching and Auctionsldynamic tradingTrading that occurs in situations when prices are changing continuously,being determined by supply and demand(e.g.,in auctions)27Dynamic Trading:Matching and AuctionslMatchinglThe matching process may be more complex than buying and selling in regular auctions

21、due to the need to match both prices and quantities,and many cases,quality,delivery times,and locationslAuctionslAn exchange may offer auction services as one of its many activitieslAn exchange is fully dedicated to auctions28Dynamic Trading:Matching and Auctions29Partner and Supplier Relationship M

22、anagementlpartner relationship management(PRM)Business strategy that focuses on providing comprehensive quality service to business partnerslsupplier relationship management(SRM)A comprehensive approach to managing an enterprises interactions with the organizations that supply the goods and services

23、 it uses30Partner and Supplier Relationship Management31Partner and Supplier Relationship ManagementlE-Communities and PRMlB2B applications involve many participants:buyers and sellers,service providers,industry associations,and others,which creates a communitylE-communities connect personnel,partne

24、rs,customers,and any combination of the three lE-communities offer a powerful resource for e-businesses to leverage online discussions and interaction in order to maximize innovation and responsiveness32Building and Integrating E-Marketplaces and ExchangeslBuilding E-MarketplaceslThe Integration Iss

25、uelExternal communicationslWeb/client accesslData exchangelDirect application integrationlShared procedures33Building and Integrating E-Marketplaces and ExchangeslThe Integration IssuelProcess and information coordination in integrationlUse of Web services in integrationlSystem and information manag

26、ement in integration34B2B NetworkslCompany-Centered(Private)NetworkslProvide the infrastructure for e-marketplaceslAllow suppliers to communicate effectively and efficiently with sub-suppliers along several tierslIncrease the visibility of buyers,sellers,and other partners along the supply chain and

27、 around the globelOperate on a large scalelFoster collaboration and closer relationships among business partnerslEnable industry-wide resource planninglProvide support services,especially financial ones for the benefit of trading partnerslProvide insurance,financial derivatives,and so on to reduce r

28、isks in certain markets35B2B NetworkslPublic Industrywide(Vertical)NetworkslTransindustry And Global NetworkslNetworks of exchanges(E2E)lGlobal networks36B2B Networks37Other B2B Implementation IssueslPrivate Marketplaces versus Public Exchangeslprivate marketplacesE-marketplaces that are owned and o

29、perated by one company.Also known as company-centric marketplaces38Other B2B Implementation IssueslProblems with Public ExchangeslTransaction feeslSharing informationlCost savingslRecruiting supplierslToo many exchangeslSupply Chain ImproverslProblems with Private Exchanges39Other B2B Implementation

30、 IssueslSoftware Agents in B2B ExchangeslSoftware agents provide an efficient infrastructure to provide real-time,tighter integration between buyers and sellers and to facilitate management of multiple trading partners and their transactions across multiple virtual industry exchangeslDisintermediati

31、on and Reintermediation40Managing and the Future of ExchangeslEvaluating ExchangeslCentralized ManagementlCritical Success Factors for Exchanges1.Early liquidity2.The right owners3.The right governance4.Openness5.A full range of services41Managing and the Future of ExchangeslNew Directions for B2B M

32、arketplaceslCritical success factors for exchangeslImportance of domain expertiselTargeting inefficient industry processeslTargeting the right industrieslBrand buildinglExploiting economies of scopelChoice of business/revenue modelslBlending content,community,and commercelManaging channel conflictlM

33、aximize the benefits for all participantslOther factors42Managerial Issues1.Have we done our homework?2.Can we use the Internet?3.Which exchange to join?4.Will joining an exchange force restructuring?5.Will we face channel conflicts?6.What are the benefits and risks of joining an exchange?7.Can we trust new trading partners?43