1、电 子 商 务,信 息 学 院,中 央 财 经 大 学,林 政,教师简介,林政，博士，教授。 信息学院电子商务系 主任。办公室：图书馆配楼 13683527650,课程简介,教学内容 本课程是从企业电子商务应用的视角，介绍基于网络信息技术来从事企业管理和商务活动的理论和实务。主要从战略规划、核心业务和典型应用三个视角切入，涵盖和探讨企业电子商务运营过程中的重要问题。通过大量案例的学习和研讨，引导同学思考如何利用电子商务解决企业中出现的实际问题。 教学目标 通过本课程学习，学生应掌握网络经济运作的基本规律和电子商务系统业务战略，运营、管理的基本知识，应具备识别电子商务机会、策划电子商务项目、管理
2、电子商务系统的基本能力。激发学习电子商务相关知识的兴趣，能够在今后的商业经营中有意识地运用相关理论和思想,教学要求,学习重点 (1) 电子商务的基本概念、基本应用、基本理论和思想方法 (2) 电子商务商业模式与盈利模式 (3) 网络经济中的竞争规则和经营理念 教学方法 (1) 课堂讲授 (2)上机(环境体验) (3) 案例讨论及分析 注重课堂学习，积极思考，讨论问题，共享观点；,参考教材,Gary P. Schneider, Electronic Commerce .（英文精编第9版）， 机械工业出版社、2011年1月版 Efraim Turban, David King, etc. Elec
3、tronic Commerce: A Managerial Perspective.（5th Edition） Pearson Education. 2010.5 （高等教育出版社）,Electronic Commerce: Definitions and Concepts Peter Drucker,The Internet has emerged as a major, perhaps eventually the major, worldwide distribution channel for goods, services, managerial and professional j
4、obs This is profoundly changing economics, markets and industry structure, products and services and their flow, consumer segmentation, consumer values, consumer behavior, jobs, and labor markets The impact may be even greater on societies and politics, and on the way we see the world and ourselves
5、in it,Chapter1.Foundations of EC,学习目标,电子商务和传统商务流程的区别 电子商务的特点和优势 电子商务的定义与分类 更适合电子商务的商品 识别电子商务机会 网络经济的基本特征,商务,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：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,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、资金流售后服务电子化会使商务过程更方便吗？,13,典型的商务采购步骤,电子商务和传统商务的区别,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
6、知； 交易双方的支付或经营能力、信誉等。,从“三流”变化看 传统商务与电子商务的区别,资金流、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。,电子商务中的“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。,ERP,Internet (TCP/IP),支付网关 （Payment Gateway）,Customer,CA,ERP,ERP,MIS,MIS,MIS,Logistics,案例网络购物，身边的电子商务,商城信息获取的途径,搜索引擎,综合门
7、户网站,新浪读书频道,网址网站,, ,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,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,网络商务信息的搜索与搜索引擎的使用 任务：购买教材 目标：价格最优惠,定义和内涵,广义电子商务（E_business）、狭义电子商务（E_commerce） IBM公司的电子商务公式： E-business = Web + IT + Business IBMs CEO:”E-business is all about
8、 cycle time,speed,globalizition,enhangced productivity,reaching new customers and sharing knowledge across institutions for compititive advantage.”,Electronic Commerce: Definitions and Concepts (cont.),E-commerce defined from the following perspectives: Communications: delivery of goods, services, i
9、nformation, or payments over computer networks or any other electronic means Commercial (trading): provides capability of buying and selling products, services, and information on the Internet and via other online services,Electronic Commerce: Definitions and Concepts (cont.),Business process: doing
10、 business electronically by completing business processes over electronic networks, thereby substituting information for physical business processes Service: a tool that addresses the desire of governments, firms, consumers, and management to cut service costs while improving the quality of customer
11、 service and increasing the speed of service delivery,Electronic Commerce: Definitions and Concepts (cont.),Learning: an enabler of online training and education in schools, universities, and other organizations, including businesses Collaborative: the framework for inter- and intraorganizational co
12、llaboration Community: provides a gathering place for community members to learn, transact, and collaborate,概念的延伸,完全电子商务、不完全电子商务,Physical agent,Digital agent,Digital Product,Physical Product,Physical process,Digital process,The Dimensions of Electronic Commerce,Electronic Commerce: Definitions and C
13、oncepts (cont.),Pure vs. Partial EC depends upon the degree of digitization (the transformation from physical to digital) of: the product (service); the process; the delivery agent (or digital intermediary),Brick-and-Mortar organizations are old-economy organizations (corporations) that perform most
14、 of their business off-line, selling physical products by means of physical agents,Is the pure EC better than partial EC?,案例,当当网自行车上的电子商务 创建于2000年，我国电子商务的萌芽阶段。 遇到的问题 信用卡 银行系统 送货 潜在客户？,Pay on delivery,“货到付款”“单车少年” 经济性 （转账成本PK运送费） 可靠性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）？,在电子商务大环境
15、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，带来收益和便利。 2000年，中国有大约300家网络书商，现在只有寥寥几家！ 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。 现在丰富的支付手段！,Categories of Electronic Commerce,Five general e-commerce categories: Business-to-consumer Business-to-business Business processes Consumer-to-consumer Business-to-government,Classificat
16、ion by EC Applications,Electronic markets Interorganizational systems,A market is a network of interactions and relationships where information, products, services, and payments are exchanged. An electronic market is a place where shoppers and sellers meet electronically. In electronic markets, sell
17、ers and buyers negotiate, submit bids, agree on an order, and finish the execution on- or off-line.,Electronic Markets,11,电子市场 (交易中介),购物者银行,中介商银行 （自动清算所）),供应商银行,电子市场,An interorganizational information system (IOS) involves information flow among two or more organizations. Its major objective is effi
18、cient routine transaction processing, such as transmitting orders, bills, and payments using EDI or extranets. Scope: An IOS is a unified system encompassing two or several business partners.,Interorganization Information Systems,Electronic data interchange (EDI) Electronic funds transfer (EFT) Valu
19、e-added network (VAN) Independent firm that offers connection and transaction-forwarding services to buyers and sellers engaged in EDI,Types of Interorganizational Systems,History of EC,A Brief History of EC,1969 U.S. government experimentthe Internet came into being initially used by technical audi
20、ence of government agencies, academic researchers, and scientists 1970s: innovations like electronic funds transfer (EFT)funds routed electronically from one organization to another (limited to large corporations),A Brief History of EC (cont.),electronic data interchange (EDI) electronically transfe
21、r routine documents (application enlarged pool of participating companies to include manufacturers, retailers, services) interorganizational system (IOS)travel reservation systems and stock trading Most medium- and large-sized organizations have a Web site Most large U.S. corporations have comprehen
22、sive portals,A Brief History of EC (cont.),1990s the Internet commercialized and users flocked to participate in the form of dot-coms 1999 the emphasis of EC shifted from B2C to B2B 2001 the emphasis shifted from B2B to B2E, e-government, e-learning, and m-commerce(mobile commerce) EC will undoubted
23、ly continue to shift and change,Business Models, Revenue Models, and Business Processes,Transaction An exchange of value Business processes The group of logical, related, and sequential activities and transactions in which businesses engage,Business model A set of processes that combine to yield a p
24、rofit Revenue model A specific collection of business processes used to: Identify customers Market to those customers Generate sales to those customers,Case:Autobytel,Describe business process of AutobytelWhats revenue model of Autobytel,73,Case：Autobytel,购车的经历令人疲惫； Business processes：顾客在Autobytel的网
25、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。 Business Model：no haggle，no intermediaries 与传统商业模式的区别？（替代了传统商务中的哪个角色？）,74,revenue model,Autobytel的revenue model 经销商的加盟费 保险公司、金融机构等的广告费 购车者 迅速、直接、价格明确 价格平均低2%-4% 经销商的revenue model 营销费用从$420降为$150,75,Risk,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。,哪些商
26、品更适宜电子商务,Product/Process Suitability to Electronic Commerce,Commodity item Hard to distinguish from the same products or services provided by other sellers Features have become standardized and well known,Product/Process Suitability to Electronic Commerce (continued),Shipping profile Collection of a
27、ttributes that affect how easily a product can be packaged and delivered High value-to-weight ratio Can make overall shipping cost a small fraction of the selling price,Characteristics of successful e-tailing commodity High value-to-weight ratio (airplane ticket) high brand recognition web-seller (A
28、mazon) guarantee provided by highly reliable or well-known vendors (Dell) digitized format (software) relatively inexpensive items (office supplies) frequently purchased items (groceries) commodities with standard specifications (books), physical inspection unimportant well-known packaged items that
29、 cannot be opened even in a traditional store (vitamins),案例,.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。,电子商务环境下的企业,改变企业的运作方式 虚拟企业 改变企业生产方式 大规模定制 VS 大批量生产 改变企业与伙伴之间的关系 客户关系管理 改变企业之间的竞争方式 供应链管理 怪、偏、少的需求可能形成大的市场。,案例1 A 虚拟企业（）,经营数字式企业无需进行不动产投资 选定了书籍进行网上销售，取名Amazon，意味经营的书籍比常规书店多出好多倍 交互式网页和电子邮件威力巨大，可
30、供与客户直接联系 成功决窍：全面选择、个性化服务、先市场后利润。,案例2 戴尔电脑 大规模定制 （）,采用直销模式，与顾客建立直接联系 采用定制方式，只按订单生产 通过使库存减少来提高利润 采用先进的后勤管理软件 优质的大客户服务,案例3 UPS & Fedex 客户服务 （）,包裹追踪(Package Tracking)。,.,配送中心,Wal-Mart,Wal-Mart 连锁店,P&G,案例4 Wal-Mart & P&G双赢 （www.wal-）,库存补充,动态销售量,网络互联,Benefits of EC,Global reach Cost reduction Rapid time-t
31、o-market Supply chain improvements Extended hours: 24/7/365,Benefits to organizations,Benefits of EC (cont.),More products and services Cheaper products and services Instant delivery Participation in auctions,Benefits to consumers,Benefits of EC (cont.),Benefits to society Telecommuting（远程办公） Higher
32、 standard of living Hope for the remote,2008 年淘宝网为社会创造了57 万个直接就业岗位,Disadvantages of EC,Commodities and business process not suit for EC How to get potential buyers who willing to buy online ROI is difficult to calculate Software integration between EC system and traditional commerce,从网络经济的角度认识电子商务,全
33、天候运作的经济 全球化经济 中间层次减弱的“直接经济” 虚拟经济 速度型经济 创新型经济 个性化经济 竞争与合作并存的经济,Market, Company & Transaction Cost,Market : 2 conditions Hierarchical business organizations Vertical integration SBU or BU,Network Economic Structure,MarketNetwork Economic StructureHierarchy Strategic alliances or Strategic partnerships
34、 Virtual companyRely extensively on information sharing,经济学特征,Law of diminishing returns 网络价值梅特卡夫定律 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； 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。 Network effect,电子商务的规模经济 电子商务的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 Opportunities,Firm Multiple business u
35、nits owned by a common set of shareholders Industry Multiple firms that sell similar products to similar customers,Strategic Business Unit Value Chains,Value chain A way of organizing the activities that each strategic business unit undertakes Primary activities include: Designing, producing, promot
36、ing, marketing, delivering, and supporting the products or services it sells Supporting activities include: Human resource management and purchasing,Industry Value Chains,Value system Larger stream of activities into which a particular business units value chain is embedded Also referred to as indus
37、try value chain,SWOT Analysis: Evaluating Business Unit Opportunities,In SWOT analysis: An analyst first looks into the business unit to identify its strengths and weaknesses The analyst then reviews the operating environment and identifies opportunities and threats,EC Framework,Dose EC just mean we
38、b site？,A Framework for Electronic Commerce,Barriers of EC,Security and Fraud Trust and risk Lack of qualified personnel Lack of business models Culture Legal issues,Case： The Success Story of Campusfood.Com,At you can: Navigate through a list of local restaurants, their hours of operation, address
39、es, phone numbers, etc. Browse an interactive menu Bypass “busy” telephone signals to place an order online Access special foods, promotions, and restaurant giveaways Arrange electronic payment of your order Cs revenue is generated through transaction feesthe site takes a 5 % commission on each orde
40、r from the sellers,The Success Story of Campusfood.Com,Provide interactive menus to college students, using the power of the Internet to replace and/or facilitate the traditional telephone ordering of meals generating a list of restaurants from which students could order food for delivery Built the companys customer base expanding to other universities,讨论,这一商务模式在我校周边推广的前景？ 如果可行，在这个商务模式实施中应该注意哪些问题？ 如果不可行，请说明其不成功的主要原因。,
