电子商务-概述22647.pptx

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1、E-Business(1):Overview电子商务(1):概述概述Content 内容The size and growth of E-Business 电子商务的规模与发展Elements of E-Business 电子商务要素Evaluating E-Business models 评估电子商务模式Andreas S.Weigend,PhD韋思岸教授SJTU Dec 20041What is E-Business(EB)?何谓电子商务(EB)？EB uses technology(especially the Internet and the Web)电子商务利用技术（尤其是互联网和网

2、络）To communicate 进行传播-To find,aggregate,create,and deliver information 找到、集中、创造并传递信息 To transact 进行交易-To buy,sell,trade,and exchange 购买、出售、交易和交换EB enables new ways:电子商务促成新的途径：To deliver value to customers 向客户提供价值To create value from customers and their data从客户及其数据中创造出价值To create(and monetize)transpa

3、rency-Abbreviation EB:=E-Business/E-Commerce EB为电子商务的缩写-Note:EB is NOT dot-com,NOT Nasdaq bubble,NOT just online ads,NOT free email注：电子商务不等于网络公司,2Key Aspects of EB 电子商务的主要方面New forms of value creation新的价值创造形式New pricing mechanisms新的定价机制Customization and personalization,based on data客户定制与个性化Scale:Opp

4、ortunity and threat 规模：机遇与威胁SpeedAbility to reach the whole Earth immediately 迅速渗透全球的能力Need to create barriers to entry(e.g.,lock-in)需要制造进入壁垒（如用户锁定）EB Technology电子商务技术(communication,connectivity,)（传播、连接等）3ScaleInternet Age:Network economies of scale/Network effects-Each new member increases the valu

5、e of the network每个新成员增加了整个网络的价值Demand-side economies of scaleVs Industrial Age:Production economies of scale-Average price of product drops as production is increasedSupply-side economies of scaleImplications Quantitative Qualitative changeSearch for information Rank information4What is the Internet

6、?何谓互联网？A very large collection of computers 极为庞大的计算机集合 that are connected to each other 所有计算机相互连接that follow a common protocol(“speak the same language”)并遵循一种共同协议（“说同一种语言”）Information may pass through several other computers 信息的传输可能经过其他多台计算机5Began 1969 as U.S.Military Project作为美国军方的一个项目，始于1969年6Inte

7、rnet Users Worldwide全球互联网用户About 10%of entire worlds population大约占全球总人口的10%7The Internet and the Web网络与互联网About as many pages on Web as people on Earth!几乎和地球上的人一样多！8Worldwide E-Business全球电子商务Worldwide E-Business(total),in US$billion全球电子商务总交易额，以10亿美元计其他地区拉美西欧亚太北美图中地区与图例说明中的顺序一样Source:Forrester Resear

8、chWorldwide EB:US$3 trillion(1/2003,est.)全球电子商务：3万亿美元（2003年1月估计）9Agenda教学纲要The Internet 互联网Communication platform 通讯平台Number of users 互联网用户数量-Worldwide:About 10%of entire population 遍布全球，大约占全球总人口的10%Size of EB电子商务规模About US$3 trillion(1/2003)大约3万亿美元(1/2003)-About 7%of entire business(worldwide)Eleme

9、nts of EB电子商务要素Evaluating EB models评估电子商务模式10Elements of EB电子商务要素Some ingredients of EB 电子商务组成要素1.Search 搜索2.Pricing 定价3.Logistics 物流4.Payment 支付5.Product Representation 产品展示6.Authentication and Security 验证及安全性7.Legitimization 合法化8.Dispute Resolution 解决争端Some EB technologies and tools 电子商务技术及工具111.S

10、earch搜索Technology assisted search 技术辅助搜索Search engines 搜索引擎Comparison search 比较搜索Use additional information sources 使用其他信息来源Search-history of user 用户的搜索历史Current location of user 用户目前的位置Connectivity of Web pages(link structure)网页的连接性（链接结构）Past:Information scarce 过去：信息稀缺Present:Information abundant 现

11、在：信息丰富Need for search 搜索需要Need for ranking122.Pricing定价Variety of pricing mechanisms定价机制种类Exchanges(similar to financial markets)Auctions 竞拍Dynamic pricing动态定价Based on inventory 视存货情况而定Based on competition 视竞争情况而定Based on estimate of customers“willingness-to-pay”视对客户“支付意愿”的估计而定Buyer-set price 买方定价13

12、3.Logistics物流Information products(also called digital goods):信息产品：Logistics is easy if products in digital form如果产品以数字形式存在，则物流简便Information products ideally suited for EB 信息产品最适合电子商务Storage and delivery easy易于存储和递送Physical storage spaceclose to zero 实际存储空间几乎为零Physical products:实物产品：Better coordinati

13、on with suppliers to reduce inventory加强与供应商之间的协调以削减库存Outsource inventory外包库存(A)Shift inventory risk to supplier将库存风险转移给供应商Note:Physical goods always need physical delivery services注：实物产品总是要依赖实际的递送服务144.Payment支付Currently,main payment method in U.S.:Credit and debit cards目前美国主要的支付方法：贷记卡和借记卡Direct pay

14、ment between parties(eBay/PayPal)双方直接支付Electronic payments(e-Cash)电子支付Future possibility:Micro-payments未来的可能性：微型支付E.g.,NetBill(purchase a single paragraph)例如，NetBill（购买一个段落)155.Product Representation产品展示How are product attributes communicated?如何宣传产品属性？The Web is a rather limited medium 网络是一种相当有局限性的媒

15、介Good for information 适用于信息传递Limited for multimedia(bandwidth)不利于多媒体的发展（带宽）Impossible for touch,smell 不可触摸、嗅闻Problems with limited representation of product 产品展示受限的影响Mistrust 不信任Misinformation 信息误传166.Authentication验证Validity of transacting parties and of exchanged goods交易方和交易商品的有效性Authenticity真实性Re

16、liability可靠性Quality质量Technological solutions 技术解决方案Public-key cryptography公钥密码Reputation,rating,reviews 声誉、评级、审查-Experts 通过专家(Gomez、消费者报告、Stiftung Warentest)-Community 通过社区(epinions,eBay,B,O)177.Legitimization合法化When is an agreement/sale/transaction considered valid?何时认为协议/销售/交易是有效的？Time and space o

17、f transactions交易的时间和空间Distributed network(Is the company at the server or the HQ?)分布式网络（公司是在服务器还是在总部层面上？）Did the sale go through at the mouse click or after the processing?销售是在点击鼠标后还是在处理后结束？188.Dispute Resolution解决争端Legal Issues法律问题No international bodies for dispute resolution无国际机构来解决争端What happens

18、 in disputes between direct buyer and seller?直接购买者与出售者之间发生哪些争端？In particular,at intermediaries like eBay?尤其是eBay等中介机构？19Some EB technologies and tools电子商务技术及工具Catalog Engines 目录引擎Create,manage and distribute online product catalogs制作、管理和发布网上产品目录Configuration Tools 配置工具Help end-customers configure th

19、eir products online帮助最终用户在网上配置产品Content Management Tools 内容管理工具Create,manage,maintain and distribute content 制作、管理、维护和分发信息内容E-mail Automation 电子邮件自动化Analyze,route,respond to email.Manage email campaigns分析、确定路径以及回复电子邮件；管理电子邮件宣传活动(contd续)20Some EB technologies and tools电子商务技术及工具Marketplace Technologie

20、s 市场技术Establish and operate online marketplaces创建和经营网上市场Payment Technologies 支付技术Collect,make,or process payments online在网上实现收款、付款或款项处理Personalization Tools 个性化工具Create recommendations based on customer behavior 根据客户行为，为客户进行推荐Procurement Systems 采购系统Automate corporate purchasing of materials公司材料采购自动

21、化(contd续)21Some EB technologies and tools电子商务技术及工具Search Engines 搜索引擎Security Technologies 安全技术Shopping Engines,Shop Bots 购物引擎，购物虫22Agenda教学纲要The Internet互联网Size of E-Business(EB)电子商务规模Elements of EB电子商务要素Tools for EB电子商务工具Evaluating EB models评估电子商务模式23Federal Express联邦快递Wal-Mart沃尔玛Cisco/Nortel思科/北电

22、Dell戴尔Microsoft/Oracle微软/甲骨文Amazon亚马逊AOL美国在线eBayEB:A Brave New World?电子商务：一个全新的世界?.Yahoo雅虎Charles Schwab 嘉信理财IBM24ValueAmericaCyberRBPeapodOnlineC or Jurassic Park?或者是侏罗纪公园？BFreeRCarCWAKozmoiEUrban CoolMarch FirstMCIWorldcom25A traditional distinction:B2B,B2C,From 从从To 到到Business企业企业Consumer消费者消费者Bu

23、siness企业企业Consumer 消费者消费者B2CC2BC2CB2B26Basic questions to evaluate a business model评估经营模式的基本问题Sources of customer value客户价值来源How is the firm generating value for its customers?公司如何为客户创造价值？What is different about the Internet?在互联网方面有何不同？Sources of revenues收入来源Where do revenues come from?收入来自何处？Who pa

24、ys for what value and when?谁在什么时候支付什么价值？What are the margins in each market?每个市场的利润是多少？Are the revenue sources different with the Internet compared to without?收入来源是否因有无互联网而不同？27Value created for customers为客户创造的价值Create content提供信息内容Provide entertainment提供娱乐Sell products and services出售产品和服务Process tr

25、ansactions处理交易Collect/analyze data收集/分析数据EB technologies电子商务技术Tools for e-communities建立电子社区的工具Integration,supply chain etcIntermediate中介Aggregator集成者Search/facilitator/infomediary 搜索/促成者/信息中介Market maker造市者Disintermediate取消中介Enable direct sales via Web通过网络直接进行销售Other suggestions?其他建议？28Revenues收入Sal

26、es 销售收入Products产品Services服务Information products信息产品-Trends and analytics趋势和分析方法-Consumer information消费者信息Technology and Tools技术和工具Sell 销售License 特许Fees 收费Sales commissions,referral fees销售佣金Transaction fees交易费Membership fees会员费Subscription订购费Advertising广告Other suggestions?其他建议？29Jeff Bezoss Seven Myt

27、hs about the InternetSeven Myths about the InternetJeff Bezos,CEO and founder of A-From speech given at Harvard Business School Cyberposium on 26 February 200030Myth#1神话1The Internet changes everything.互联网改变了一切。Not really,according to Bezos,since human beings like things certain ways,no matter how m

28、uch the technology advances.For instance,physical stores arent going away any more than movie theaters did with the advent of television.People like to go outside and get together with others,Bezos observed.Since bricks-and-mortar operations cant compete with e-commerce on price,however,theyll focus

29、 on other things,such as making shopping a more entertaining experience.Bezos认为，并非完全如此，因为不管技术如何进步，人们对事物仍有特定的偏好。例如，电视时代的到来并没有导致多少家电影院关门大吉。许多商家实实在在的门面店铺也没有因为虚拟购物环境而消失。Bezos观察后认为，“人们喜欢外出与他人在一起。”现实购物环境中的店铺虽无法在价格上与电子商务网站竞争，但他们可以把重点转向其他方面，比如营造出令人愉悦的购物环境和体验。31Myth#2神话2There are no barriers to entry on the

30、Internet.互联网不存在进入壁垒。If thats the case,asked Bezos,how do you explain the fact that A and other e-commerce companies are investing hundreds of millions of dollars in their businesses.The fact of the matter is,the barriers to entry on the Internet are high and getting higher in the face of technologic

31、al developments that will make todays online stores seem quaint at best in the next five to ten years.Bezos认为，如果是这样的话，那么你又如何解释亚马逊和其他电子商务公司在业务上投入上亿美元的资金这一事实？事实情况是，互联网的进入壁垒很高，而且随着技术的进步，这一壁垒越来越高。最多在今后的5到10年内，这就会导致目前的网上店铺显得有些不合时宜。32Myth#3神话3Intermediaries are dead.中介消失。Intermediaries are a fact of life

32、to some degree,Bezos asserted.The litmus test will be who adds value and who doesnt.Those that dont will be toast.Bezos认为，从一定程度上来说，中介是客观存在的。问题的关键是看哪些中介能够增值，哪些不能增值。不能增值的中介将淘汰出局。33Myth#4神话4There are going to be only a few winners in the Internet economy.互联网经济将只有少数赢家。Bezos doesnt believe that one for a

33、 second.The world of e-commerce will be as richly varied as the physical world,probably more so,he said,because more business models are possible online.But that doesnt mean that success is in the cards for everyone,he cautioned.I liken it to the Cambrian era 550 million years ago,which saw the deve

34、lopment of multi-celled life.While nature tried every kind of experiment possible,the creation of new species was offset by the extinction of others.”Bezos对此根本就不相信。“电子商务世界将与现实世界一样极具多样性，而且可能有过之而无不及，”他说，“因为网络会培育出更多的商业模式。”但这并非意味着人人都能成功。他提醒说，“这就好比是5.5 亿年前的寒武纪时代，当时记录了多细胞生物的发展历程。但大自然中屡试不爽的规律是，新物种的诞生总是伴随其他

35、物种的灭绝。”34Myth#5神话5Its easy for bricks-and-mortar retailers to extend their business.传统的非网络零售商很容易就可以利用互联网拓展他们的业务。Forget about it,said Bezos.Its an easy trap for people to fall into,he explained,because they reason that a store is a store,whether its physical or on line.Not so.Take books,for example.O

36、nline sellers are essentially in the technology business;off-line operations are in the real estate business.One group deals mainly with variable costs,the other with fixed costs.Below the superficial similarities,the differences run deep.Bezos认为，你可别指望这个。人们很容易陷入这样的误区，因为他们认为不管是实际存在的，还是网上虚拟的，店铺就是店铺。但事

37、实并非如此。就拿书籍销售为例。从根本上来说，网上销售商处于技术行业，而非网络销售商网上销售商处于技术行业，而非网络销售商则属于房地产行业则属于房地产行业。其中一方主要是处理可变成本，另一方则处理固定成本。虽然两者表面上类似，但却存在很大的实际差异。35Myth#6神话6Current market leaders cant fail.目前的市场领先者不会失败。If they take their eyes off the customer,just watch them,said Bezos.In addition,many business pioneers were good at ris

38、k taking until they became successful and had something to lose.Then they fell off the leading edge and never recovered.Bezos认为，如果他们不再关注客户的话，那你就等着看他们的下场。而且，许多创业者在获取成功、有了可以损失的资本之前都十分善于冒险。而在此之后，他们就会失去领先优势，再也无法恢复元气。36Myth#7神话7Every company needs an Internet strategy.每个公司都需要有互联网战略。Not.The Internet is an

39、 enabling horizontal layer that is causing broad disruptions across a big part of the economy,but its not for every industry,Bezos concluded.Yet you see people making business decisions based on the Internet,even where it doesnt belong.”并非如此。“互联网具有创造性破坏的功效，可以涉及到大部分的经济领域，但并非涵盖没有行业。”Bezos总结说，“不过，即使在有些互联网没有覆盖的领域，你也会看到人们基于互联网制定商业决策。”37演讲完毕，谢谢观看！