1、学术英语 管理,E-Business,5,E-Business E-business (electronic business), a term coined by IBMs marketing and Internet teams in 1996, is defined as the application of information and communication technologies in support of business activities. It enables companies to link their internal and external data p
2、rocessing systems more efficiently, to work more closely with suppliers and partners, and to better satisfy the needs of their customers. In this unit, we will learn about e-business through concrete examples.,Unit 5 E-Business,Unit Contents,Lead-in,Text A,Text B,Listening,Writing,Speaking,Unit 5 E-
3、Business,Lead-in,Activity,Unit 5 E-Business,Lead-in,Activity,Group discussionDivide into groups of 4-5 and discuss the following questions:What is e-business? What are its functions?Division of the text into three parts according to the title.The Future of E-Business: Growth, Opportunities, and Chal
4、lenges,Unit 5 E-Business,Lead-in,Activity,Listen to an introduction to the concept of e-business, and fill in the blanks with the exact words you hear.,collaborating with business partners,IBM,parts and supplies,do joint research,equipment and software,Travel bookings,Text A, Critical reading and th
5、inkingBackground information Overview, Language building-upSpecialized vocabulary Formal English,The Future of E-Business: Growth, Opportunities, and Challenges,Unit 5 E-Business,Unit 5 E-Business,Text A,Background information,Critical reading and thinking,E-Business,A term used to describe business
6、es run on the Internet, or utilizing Internet technologies to improve the productivity or profitability of a business. In a more general sense, the term may be used to describe any form of electronic businessthat is to say, any business which utilizes a computer. In most contexts e-business refers e
7、xclusively to Internet businesses.,Unit 5 E-Business,Text A,Overview Text analysis,Critical reading and thinking,Growth,Definition of business models A business model represents a group of common characteristics and methods of doing business to generate sales revenues and reduce expenses.,Unit 5 E-B
8、usiness,Text A,Overview Text analysis,Critical reading and thinking,Two most popular e-business models,B2BType 1: Focusing on facilitating sales transactions between businesses e.g. DellType 2: involving a company and its supplierse.g. GM; Ford,Unit 5 E-Business,Text A,Overview Text analysis,Critica
9、l reading and thinking,B2Cfocusing on individual consumersunderstanding how consumers behave onlineA few questions for B2C companies to answerThe importance of long-term relationship with customerse.g. Barnes&N,Unit 5 E-Business,Text A,Overview Text analysis,Critical reading and thinking,Other model
10、s,C2B C2CO2O,Unit 5 E-Business,Text A,Overview Text analysis,Critical reading and thinking,Opportunities,Internet will continue to expand along with related technologies.To date, only a small percent of the global population uses the Internet.Increasing use of smart phones and other mobile devices F
11、irms that adapt existing business models to an online environment will continue to dominate development.,Unit 5 E-Business,Text A,Overview Text analysis,Critical reading and thinking,Challenges: adapting to environmental forces,Unit 5 E-Business,Text A,Overview Text analysis,Critical reading and thi
12、nking,Unit 5 E-Business,Text A,Group discussion,Critical reading and thinking,List some famous e-businesses you know. What are these e-businesses most famous for? What are their respective business models? What is their greatest source(s) of revenue?,Unit 5 E-Business,Specialized vocabulary,Text A L
13、anguage building-up,Translate the following terms from English into Chinese or vice versa.,e-business models reduce expenses corporate clients unsold inventory wholesalers and retailers comparison shopping buying preferences individualized service,电子商务模式 减少开销 企业客户 未售的存货 批发商和零售商 比较购物 购物偏好 个性化服务,Unit
14、5 E-Business,Specialized vocabulary,Text A Language building-up,Translate the following terms from English into Chinese or vice versa.,创造销售收入 简化交易程序 标价合理、高品质的电脑产品大量的原材料 增加购买量与消费者建立长期的关系 因特网宽带连接 信息数据库,generate sales revenues facilitate sales transactions fairly priced, high-quality computer products
15、large quantities of raw materials increase the volume of purchases build long-term relationships with the customers broadband access to the Internet information database,Unit 5 E-Business,Specialized vocabulary,Text A Language building-up,sales revenue: 销售收入 Sales revenue is the amount realized from
16、 selling goods or services in the normal operations of a company in a specified period.Companies can calculate their sales revenue from a derived number based on the cost of a unit and the number of units sold.,Unit 5 E-Business,Specialized vocabulary,Text A Language building-up,conduct business: 开展
17、业务 He said he had to conduct some business with the grain merchant.sales transaction: 销售，交易 Every day, millions of people take part in countless sales transactions across the globe, creating a constant flow of value.,Unit 5 E-Business,Specialized vocabulary,Text A Language building-up,carrying costs
18、: 持有成本In marketing, carrying cost refers to the total cost of holding inventory. comparison shopping: 货比三家 S is a comparison shopping website that compares prices and products at online stores to help consumers save money.,Unit 5 E-Business,Specialized vocabulary,Text A Language building-up,long-ter
19、m relationships: 长期关系 Our efforts are focused in building and maintaining long-term relationships. buying preference: 购买倾向 The company could carry out the questionnaires to make sure the customers buying preference and their habits of buying toys.,Unit 5 E-Business,Formal English,Text A Language bui
20、lding-up,The following sentences are selected from Text A. Replace the underlined formal words with less formal ones.,making easier,know more than enough,reasonably priced,very impressive, extraordinary,Unit 5 E-Business,Formal English,Text A Language building-up,give,estimates,protect,Unit 5 E-Busi
21、ness,Suggested answers,Text A,Complete the following sentences with the correct form of the terms in the box.,conduct business,growth opportunity,Human resources,Unit 5 E-Business,Suggested answers,Text A,Complete the following sentences with the correct form of the terms in the box.,individualized,
22、buying preferences,generate sales revenue,Unit 5 E-Business,Text B E-Business Case Studies,Background information Critical thinking and reading Listening Speaking,Unit 5 E-Business,Text B Background information,Another way to look at e-business models,Storefront (店面) modelAuction modelPortal modelDy
23、namic-pricing model Advertising,Unit 5 E-Business,Text B Background information,Storefront model,Buyers and sellers interact directly.Many leading storefront model companies are B2CThe shopping-cart technology is the most commonly uesed toolOnline shopping malls gather a wide variety of vendors for
24、the convenience of consumers,Unit 5 E-Business,Text B Background information,Auction model,A seller posts an item for sell, sets a minimum price and a deadline to close the auction.A bidder views the current bidding activity and places a bidusually in designated increments.Auction sites usually requ
25、ire a commission on salesthe reverse-auction model allows the buyer to set a price that sellers compete to match, or even beat.,Unit 5 E-Business,Text B Background information,Portal model,Horizontal portals (水平门户): or search engines, they aggregate information on a broad range of topicsVertical por
26、tals (垂直门户): they offer information on a single area of interest,Unit 5 E-Business,Text B Background information,Dynamic-pricing model,Name-your-price model: customers state the price they are willing to pay, and they must make the purchase when such a price is accepted by businesses. (e.g. P) Compa
27、rison-pricing model (e.g. P) Demand-sensitive pricing model (group discounts)(e.g.G) Bartering model (以货易货): offer one item in exchange for another (e.g. U) Rebates (退款): customers receive a rebate on every purchase. (e.g. E),Unit 5 E-Business,Text B Background information,Advertising,Major revenue
28、models CPM (Cost Per Mille) or CPT (Cost Per Thousand Impressions)每千人成本，千人印象成本 CPV (Cost Per Visitor)单个访问者成本 CPV (Cost Per View)单次浏览成本 CPC (Cost Per Click) or PPC (Pay per click)单次点击成本，按点击付费 CPA (Cost Per Action or Cost Per Acquisition) or PPF (Pay Per Performance)单次行动成本，按业绩付费 CPA (Cost Per Conversi
29、on)单次转化成本,Unit 5 E-Business,Text B Critical reading and thinking,Text analysis,Case 1: Travelocity,What business models has Travelocity adopted? Of Porters three generic corporate strategies, which has Travelocity adopted? What is Travelocitys growth/expansion strategy?,Unit 5 E-Business,Text B Crit
30、ical reading and thinking,Text analysis,Travelocitys business models,B2C shopfront model (shopping mall: flights, hotels, car rentals, travel packages) vertical portal model dynamic pricing model (comparison-pricing; ),Unit 5 E-Business,Text B Critical reading and thinking,Text analysis,Corporate st
31、rategy,Starting from low cost Migrating toward differentiation to build customer loyalty Focusing on the whole travel experience Customer Bill of Rights Encouraging customers to call (at higher costs) Honor commitment to customers even if erroneously committed User-friendly website redesign,Unit 5 E
32、-Business,Text B Critical reading and thinking,Text analysis,Growth/expansion strategy,From plane tickets to travel packages From B2C to B2B (corporate travel) From America to international ( used to be a U.K. company) From one website to several,Unit 5 E-Business,Text B Critical reading and thinkin
33、g,Text analysis,Case 2: A Winning formula for fashion retail,live chat: 在线聊天 Live chat allows your business to interact with your website visitors in real time. rock-bottom price: 最低价 He said $50.00 was the rock-bottom price.,Unit 5 E-Business,Text B Critical reading and thinking,Text analysis,media
34、 coverage: 媒体报道The 2003 invasion of Iraq involved unprecedented U.S. media coverage, particularly by FOX News. gift certificate: 礼品券 Looking for last minute gift ideas? Purchase Alaska Airlines gift certificates online for friends and family.,Unit 5 E-Business,Text B Critical reading and thinking,Te
35、xt analysis,travel package: 旅行套餐 Find cheap travel packages and deals that meet your budget and travel needs. ad campaign: 广告宣传活动 A good advertising campaign will increase sales.,Unit 5 E-Business,Listening,Unit 5 E-Business,Listening,Jeff Bezos: Boy Billionaire,Listen once and answer the following
36、questions.,At what rate was the Internet growing back in the year 1994? What product did Jeff expect that people would most likely to buy on the web? And why? What did Jeffs mom think about giving family savings to Jeff when he started Amazon? Why, according to Jeff, isnt a family garage the best pl
37、ace to launch a high-tech company? What did Jeff and his team have in mind as a top priority when they added something onto their website?,Unit 5 E-Business,Listening,Jeff Bezos: Boy Billionaire,Keys:,2300% a year. Books. Books can be extensively cataloged and are easy to ship. They are one of the t
38、hings youve this advantage onlineyouve infinite shopspace. She thought the investment was not in Amazon, a yet unnamed company. The investment was in Jeff and they had made a lifetime of their investments in Jeff. It is not because a family garage might run out of room for people, but because it mig
39、ht run out of electric power. Simplicity.,Unit 5 E-Business,Listening,Fill in the blanks as you listen a second time.,Originally created by the US Defense Department, the Internet has only recently been open to the public. At first, people used it to _.People really forget how _ the Internet was in
40、1994. There were a huge number of people connected to the Internet through the web. It wasnt the _ that it is now. It wasnt dominating _ like it does now. It was still just the earliest stage.,primitive,send emails and search databases,mass market phenomenon,press coverage,Unit 5 E-Business,Listenin
41、g,3. To beat out all the big bookstore chains which had not yet gone online, Bezos knew he would have to _. He called his parents and after explaining what the Internet was, they gave him _ to get started.4. While MacKenzie drove, Jeff typed out a business plan on his laptop. He decided to call his
42、new company A, a name suggesting _. He also decided on Seattle, a city where he knew he could find employees with _.,computer expertise,great size and selection,300,000 dollars,move quickly,Unit 5 E-Business,Suggested answers,Listening,Watch the clip again and fill in the blanks with the exact words
43、 you have heard.,primitive,send email and search database,300,000 dollars,press coverage,mass market phenomenon,move quick,Unit 5 E-Business,Suggested answers,Listening,computer expertise,great size and selection,prospective employees,biggest nightmare,Unit 5 E-Business,Writing,Unit 5 E-Business,Wri
44、ting the methodology,Introduce the writing strategies on page 117;Analyze the samples;Do Task 1 and 2 on page 119.,Unit 5 E-Business,Speaking,Unit 5 E-Business,E-Business,Find some latest online shopping data. Compare the advantages and disadvantages of online shopping vs. traditional shopping. (e.g
45、. pricing, variety, convenience, payment method, experience, after-sales) Will or will not physical stores die? Why? Do you wish to someday start an online store by using T? If you do, what type of merchandise do you wan to sell and why?,Unit 5 E-Business,Get ready for Unit 6Assign Ss the following tasks:Find out the main points of Text A;Mark the specialized vocabulary and explain them.Underline the collocations you think important.,
