電子商務英文版第九版第一章ppt

1、電電 子子 商商 務務教師簡介課程簡介教學要求參考教材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 is profoundly changing economics, markets and industry s

2、tructure, 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.Foundations of EC學習目標n電子商務和傳統(tǒng)商務流程的區(qū)別n電子商務的特點和優(yōu)勢n電子商

3、務的定義與分類n更適合電子商務的商品n識別電子商務機會n網(wǎng)絡經(jīng)濟的基本特征商務n什么是商務？什么是商務？商務是商品從生產(chǎn)領(lǐng)域向消費領(lǐng)域運動過程中經(jīng)濟活動的總和。思考：思考：商務中包含哪些具體的經(jīng)濟活動？商務過程消費者的視角商務過程商家的視角n識別需求查找收集替代品信息評價替代品并進行選擇采購物流、資金流售后服務n電子化會使商務過程更方便嗎？13典型的商務采購步驟電子商務和傳統(tǒng)商務的區(qū)別信息流信息流 商品信息的提供、促銷、技術(shù)支持和售后服務；詢價單、報價單、付款通知、轉(zhuǎn)賬通知；交易雙方的支付或經(jīng)營能力、信譽等。 從從“三流三流”變化看變化看傳統(tǒng)商務與電子商務的區(qū)別傳統(tǒng)商務與電子商務的區(qū)別資金流、

4、物流資金流、物流資金流：資金的轉(zhuǎn)移過程，包括付款、轉(zhuǎn)帳等過程。物流：指物質(zhì)實體（商品或服務）的流動過程，如運輸、儲存等。 電子商務中的電子商務中的“三流三流 ”信息流和資金流的電子化，兩者幾乎可以同步完成。物流:如果是電子軟件類商品，可以同步進行；如果是其他商品，需要依靠傳統(tǒng)物流。ERPInternet(TCP/IP)Bank支付網(wǎng)關(guān)支付網(wǎng)關(guān)（Payment Gateway）CustomerCAERPERPMISMISMISLogistics案例網(wǎng)絡購物，身邊的電子商務搜索引擎 綜合門戶網(wǎng)站 新浪讀書頻道 網(wǎng)址網(wǎng)站 關(guān)鍵字高級搜索縮小范圍、個性化選擇價格優(yōu)勢暢銷榜網(wǎng)上評論商家重視網(wǎng)上評論關(guān)聯(lián)營

5、銷捆綁營銷推薦個性化推薦：E-mail推薦買了！購物車重復確認用戶，很安全噢！我的賬戶課后作業(yè)定義和內(nèi)涵定義和內(nèi)涵Electronic Commerce: Definitions and Concepts (cont.)defined from the following perspectives:uCommunications: delivery of goods, services, information, or payments over computer networks or any other electronic meansuCommercial (trading): prov

6、ides 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 electronic networks, thereby substituting

7、 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: Definitions and Concepts (cont

8、.)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, transact, and collabora

9、te概念的延伸Physical agentDigital agentDigital ProductPhysical ProductPhysical processDigital processVirtual processVirtual delivery agentVirtual productPartial Electronic commerce（不完全電子商務）（不完全電子商務） Pure Electronic commerce（完全電子商務）（完全電子商務）The Dimensions of Electronic CommerceTraditional commerceElectroni

10、c Commerce: Definitions and Concepts (cont.)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)案例Pay on deliveryCategories of Electronic CommerceClassification by EC Application

11、sElectronic Markets11Shopper/PurchaserSeller/Supplier電子市場電子市場(交易中介交易中介)電子商務電子商務網(wǎng)絡網(wǎng)絡(基礎(chǔ)設(shè)施基礎(chǔ)設(shè)施)產(chǎn)品/服務信息請求購買請求支付或支付請求購買完成請求購買變化請求完成請求的反應運輸單批準支付EFT EFT購物者銀行購物者銀行匯款單支付EFT中介商銀行中介商銀行（自動清算所）（自動清算所）)供應商銀行供應商銀行電子市場電子市場對信息請求的反應購買確認運輸單購買服務交貨（如果在線）支付確認Interorganization Information SystemsTypes of Interorganizatio

12、nal SystemsHistory of ECA Brief History of ECA Brief History of EC (cont.)A Brief History of EC (cont.)Business Models, Revenue Models, and Business ProcessesCase:Autobytel73Case：Autobytel74revenue model75Risk電子商務傳統(tǒng)商務電子商務和傳統(tǒng)商務的結(jié)合圖書和激光唱片的購銷時裝的購銷汽車的購銷在線傳輸軟件易腐食品的購銷在線金融服務旅游服務的廣告和促銷低值小商品的買賣尋找合住伙伴的服務運輸貨物的

13、在線跟蹤昂貴珠寶和古董的銷售 投資和保險產(chǎn)品的購銷哪些商品更適宜電子商務Product/Process Suitability to Electronic CommerceProduct/Process Suitability to Electronic Commerce (continued)uhigh brand recognition web-seller (Amazon)uguarantee provided by highly reliable or well-known vendors (Dell)udigitized format (software)urelatively in

14、expensive items (office supplies)ufrequently purchased items (groceries)ucommodities with standard specifications (books), physical inspection unimportantuwell-known packaged items that cannot be opened even in a traditional store (vitamins)案例電子商務環(huán)境下的企業(yè)電子商務環(huán)境下的企業(yè)案例案例1 A 虛擬企業(yè)虛擬企業(yè)（）案例案例2 戴爾電腦戴爾電腦 大規(guī)模定

15、制大規(guī)模定制 （）案例案例3 UPS & Fedex 客戶服務客戶服務（）.配送中心配送中心Wal-MartWal-Mart連鎖店連鎖店P(guān)&G案例案例4 Wal-Mart & P&G雙贏雙贏（www.wal-）庫存補充庫存補充動態(tài)銷售量動態(tài)銷售量網(wǎng)絡互聯(lián)網(wǎng)絡互聯(lián)Benefits of ECBenefits of EC (cont.)Benefits of EC (cont.)2008 年淘寶網(wǎng)為社會創(chuàng)造了57 萬個直接就業(yè)崗位Disadvantages of EC從網(wǎng)絡經(jīng)濟的角度認識電子商務Market, Company & Transaction CostNetwork Economic Structure經(jīng)濟學特征 Identifying Electronic Commerce OpportunitiesStrategic Business Unit Value ChainsI