1、Electronic Commerce,Chen Limei(陈立梅),About this course.,What will you learn from this class? How? Score?,About me.,陈立梅 Email: Mobile Phone: 13776693396,教材及参考书,教材:高等教育出版社 电子商务-管理视角 参考书:机械工业出版社 电子商务高等教育出版社 电子商务概论北京大学出版社 电子商务案例北京大学出版社 电子商务英语,课时安排,上课40课时,案例分析与讨论8课时,考核标准,平时成绩占30 期末考试的成绩占70,希望大家都能得到好成绩,授课
2、方式:,授课与谈论并重,希望同学积极参加 记笔记,答疑安排,周四9点30至11点在园楼318等待大家的光临,园楼318室,Objects of EC,(1)Explore the development of EC (2)Educate students with information technology and commercial knowledge (3)Give guidance and reference to the practice of EC (4)Improve the applications of EC and competition force.,CONTENTS
3、OF EC,1. Foundations of EC 2. Infrastructure for EC 3. Internet Consumer and Market Research 4. Advertisement in EC 5. EC for Service Industry 6. B2B EC 7. Electronic Payment System 8. EC Strategy and Implementation,This course is the basis for the following course Cyber-Marketing Cyber-Finance Syst
4、em Analysis 毕业设计 实际应用 参与企业信息化建设工作 参与电子商务企业的经营管理,引导案例:(为什么要学习EC),当当的故事 AMAZON的故事 DELL的故事,你能举出EC的例子吗?,Study Methods,1.Economic Method1.1General Economic method1.2Political Economic method2.Managerial Method2.1System Based Management2.2Activity Based Management,3.Technology method 4.Comprehensive analy
5、sis and summary,STUDY HOURS: 6Hours,LEARNING OBJECTIVES 1.Define electronic commerce (EC) and describe its various categories. 2.Development of EC 3.Describe the ENVIRONMENT of EC,IMPORTANT POINTS 1.Definition of EC 2.The differences between EC and EB,1.1 Definition of EC,1.Pointview of experts 2.Po
6、intview of International organizations and governments 3. Pointview of corporationsEg. IBM,What is Commerce?,Traditional commerce may be defined as: From Websters Revised Unabridged Dictionary Commerce : Com“merce, noun. The exchange or buying and selling of commodities; esp. the exchange of merchan
7、dise, on a large scale, between different places or communities; extended trade or traffic.,What is Electronic Commerce?,Electronic commerce is the use of electronic communication to do business. E-commerce is not about technology. It is not a new business. E-commerce is a method for companies to cr
8、eate and operate their business in new and efficient ways. NSW,What is Electronic Commerce?,Most fundamentally, e-commerce represents the realization of digital, as opposed to paper-based, commercial transactions between businesses, between a business and its consumers, or between a government and i
9、ts citizens or constituent business. FORDW,What is Electronic Commerce?,In summary, e-commerce is the use of electronic communication to do business Specifically, the transfer of information (transactions), over the Internet Some people use the term e-business to refer to all the categories of e-com
10、merce E.g. IBM defines e-business as: The transformation of key business processes through the use of internet technologies,Differences of EC and EB在美国等国家政府和社会一般电子商务用语中多用EC(贸易、商务)在企业中多用EB(商务和企业内部业务等),E-commerce Categories,There are five general e-commerce categories: Business to Business (or B2B) e-
11、commerce (sometimes called e-procurement)-(B2B2B) Business to Consumer (or B2C) e-commerce (B2B2C) Business processes that support buying and selling activities(U2B学校对企业M2B军队对企业H2B医院对企业) Consumer-to-consumer (or C2C) e-commerce Business-to-government (or B2G) e-commerce,B2B E-commerce,Description Bu
12、sinesses sell products or services to other businesses Example G sells industrial supplies to large and small businesses through its Web site Web site ,B2C e-commerce,Description Businesses sell products or services to individual customers (consumers) Example W sells merchandise to consumers through
13、 its Web site Web site ,Business Processes,Description Businesses and other organisations maintain and use information to identify and evaluate customers, suppliers and employees (and to support buying, selling hiring, planning and other activities). More and more this information is being shared Ex
14、ample Dell Computer uses secure internet connections to share current sales and forecasts with suppliers who use it to plan their production, therefore they deliver the right quantities of components at the right time,C2C e-commerce,Description Participants in an online marketplace can buy and sell
15、goods with each other Example Consumers and businesses trade with each other on eB Web site ,B2G e-commerce,Description Business sell goods or services to governments and government agencies Example Cal-Buy portal for businesses that want to sell online to the State of California Web site www.pd.dgs
16、.ca.gov/calbuy/default.htm,E-commerce Categories Example,You are a computer manufacturing company who performs the following activities on the Internet: Sells computers to individuals (B2C) Purchases parts (e.g. hard drives, power supplies etc.) from a supplier (B2B) Hires staff, manage customer acc
17、ounts, advertise, etc. (Business processes) Sells computers to the Government to be used in schools (B2G) On eB individuals buy and sell this brand of computers (C2C),基于不同标准的电子商务基本分类,Relative Sizes of E-commerce Categories,Business processes,B2C,B2B,Relative Sizes of E-commerce Categories,From Tradi
18、tional to E-commerce,Sailing ships,Printing press,Steam engine,Telephone,Opened avenues for trade between buyers and sellers. Ancient times (thousands of years ago),1.2 Development of EC,1.From macro pointview,电 子 商 务 的 产 生,信息技术的进步,商务的发展,贸易自由化,竞争全球化,经济数字化,社会网络化,电 子 商 务 的 发 展,From Traditional to E-co
19、mmerce(Technology),Electronic Funds Transfer (EFTs),Electronic Data Interchange (EDI),Internet,Wire transfers - used by banks,Businesses transfer electronic data - data not re-keyed - high implementation cost, thus excluded small businesses,On-line shopping,2.From micro pointview,1.3Business Process
20、es Well-suited to Particular Type of Commerce,E-commerce Sale/purchase of books & CDs, travel services, investments and insurance services Online delivery of software Online shipment tracking,Business Processes Well-suited to Particular Type of Commerce,E-commerce + Traditional Sale/purchase of auto
21、mobiles and residential real estate (e.g. do research online then buy from a dealer or real estate agent) Online banking Roommate matching service,Business Processes Well-suited to Particular Type of Commerce,Traditional Sale/purchase of impulse items for immediate use, high fashion jewelry and anti
22、ques (personal inspection required; prefer to touch, smell or examine closely) Small denomination purchases and sales (since there is not yet a standard for transferring small amounts of money),1.4 Advantages and Disadvantages of EC,What Are the Advantages of E-commerce?,Increases sales, decreases c
23、ost Allows small businesses to have global customer base Reduced cost through electronic sales enquires, price quotes and order taking Provides purchasing opportunities for buyers (businesses can identify new suppliers and partners) Increase speed and accuracy for exchanged information, thus reducin
24、g cost,Business can be transacted 24hrs a day The level of detail of purchase information is selected by user Digital products can be delivered instantly Tax refunds, public retirement and welfare support costs less when distributed over the Internet Allows products and services to be available in r
25、emote areas, e.g. remote learning,What Are the Disadvantages of E-commerce?,Inability to sell some products (e.g. high cost jewelry and perishable foods, although supermarkets like www.T delivers to your home) The newness and evolution of the current technology Many products require a large number o
26、f people to purchase to be viable High capital investment,Difficulty in integrating current databases and transaction processing systems into e-commerce solutions Cultural and legal obstacles Transmission of credit card details Some consumers resistant to change Laws are unclear Shipping profile: Pr
27、oducts with a low value-to-weight ratio that can not be efficiently packed and shipped are unsuitable (use traditional commerce),The 1st Wave of E-commerce,The 1st wave was from the mid 1990s to 2003 Dot-com boom (over $100 billion in investment): Rapid growth from mid-1990s to 2000 Dot-com bust: in
28、 2000 Gloom years: 2000 2003 (over $200 billion in investment),Characteristics of the 1st Wave,It was primarily a U.S. phenomenon Web pages were in English Internet technologies were slow and inexpensive (e.g. dial-up lines) Bar codes and scanners used to track parts (B2B and Business processes) Ema
29、il, tool for unstructured communication On-line advertising main revenue source,The 2nd Wave of E-commerce,Beginning in 2003 e-commerce has shown signs of new life Companies like A (books), and eB (auctions) who survived the downturn were beginning to show profits Continuous growth of B2C sales: 20-
30、30% each year since 2000,Characteristics of the 2nd Wave,International scope where sellers do business in many countries and languages Faster, cheaper connections (x20 faster), broadband at home (although more expensive) Radio frequency ID devices and smart cards Fingerprint readers and retina scann
31、ers (biometric technologies) used for tracking Email, integral part of marketing,Characteristics of the 2nd Wave,E-commerce integral part of marketing and customer contact strategy Some categories of on-line advertising, e.g. employment services (job want ads) have replaced traditional advertising o
32、utlets Problems Language conversions Currency conversions,1.5Economic Forces,Economics is the study of how people allocate scare resources Resources are allocated through: Commerce (markets) Government actions (e.g. taxes),Markets,A market is a place where sellers can come into contact with buyers a
33、nd a medium of exchange (e.g. currency) is available (e.g.the stock market) Some hierarchal organisations (companies) however, due to high transaction cost, choose to replace supplier markets with its own hierarchal structure for creating the product. This is called vertical integration E.g. Thomson
34、 Financial, a financial software provider, purchased the data supplier Datastream,Hierarchical Organisations (Firms),Transaction Costs(市场与企业-基于交易费用视角),Transaction costs are the total costs that a buyer and seller incur as they gather information and negotiate a purchase/sale transaction Transaction
35、costs are the main reason for vertical integration (Ronald Coase) Businesses can use e-commerce to reduce transaction costs (e.g. telecommuting rather than physical commuting to allow global employment opportunities),Transaction Costs Example,Transaction costs incurred by a sweater dealer when purch
36、asing from independent sweater knitters: Cost of identifying independent knitters Cost of site visit to negotiate purchase price, arrange delivery and inspection of sweaters Costs incurred by knitters: Knitting tools and yarn purchase,Network Economic Structures,Many businesses operate in an economi
37、c structure that is neither market or hierarchicalThese businesses form, long-term, strategic alliances with other companies who share common goals and strategies These alliances may occur over the Internet which are called virtual companies Teams complete a project or activity then dissolve New tea
38、ms are creating as required,1.6Value Chains,A value chain is a way to organise the activities that a business undertakes to design, produce, promote, market, deliver and support the products or services it sells There are several types of value chains including: Business unit value chains Industry v
39、alue chains,Strategic Business Unit Value Chains,A strategic business unit is a particular combination of product, distribution channel and customer type (large firms often break down their business into these units) The value chain for a strategic business unit include: Primary activities (the acti
40、vities that the strategic business unit undertakes Support activities (such as human resource management and purchasing),Manufacturer Value Chain,Finance & admin,HR,Technology development,Support activities,Design,Identify customers,Manufacture product or create service,deliver,After sales service &
41、 support,Market & sell,Purchase materialsand supplies,Primary activities,Primary Activities,Identify new customers, and sell new services to existing customers (research & surveys) Design from concept to manufacturing Purchase materials and supplies includes contracts, vendor selection, monitoring q
42、uality and delivery timeliness Manufacture product or create service transform materials and labour into finished products,Primary Activities,Market and sell advertising, promoting, managing sales staff, pricing and monitoring sales Deliver store, deliver distribute and ship final product warehousin
43、g, consolidating freight, selecting shippers and monitoring delivery timeliness Provide after-sale service and support promote relationship with customer, e.g. installing, maintaining, testing, repairing, and warranties,Primary Activities,If a strategic business unit provides a service then the valu
44、e chain will include a “Provide service” activity instead of “Manufacture activity”,Support Activities,Each business unit must also undertake support activities that provide the infrastructure for the primary activities: Finance and administration accounting, paying bills, borrowing, compliance with
45、 laws Human resources recruiting, hiring, training, compensation and benefits Technology development improves the product or service, including basic and applied research and development, process improvement and field tests of maintenance procedures,Industry Value Chains,Industry value chains descri
46、bes the larger stream of activities into which a particular business units value chain is embedded When a business unit delivers a product to a customer the customer might use the product as purchased materials in its value chain By examining how other business units in the industry value chain cond
47、uct their business cost reduction and product improvement may result,Industry Value Chain Example,A value chain for a wooden chair Logger cuts down tree Sawmill converts logs to lumber Lumberyard provides selection of lumber Chair manufacture assembles chair Furniture retailer markets and sells chai
48、r Consumer purchases and uses chair Landfill or recycler disposes of chair,1.7Environment of EC,电 子 商 务 环 境,社会环境,技术环境,管理环境,1.8International Issues,Trust issues Language issues Culture issues Infrastructure issues,Trust Issues,Anyone can create a site on the Web These individuals or businesses can ea
49、sily remain anonymous Without an established brand consumers find it difficult to trusts on-line businesses: especially with personal information and credit card numbers The key is developing methods which allow legitimate businesses to establish trusts relationships quickly with consumers,Language
50、Issues (localisation),Global impact requires local language Web sites customers prefer to buy from sites in native language 60% of web content today is in English; but more than 50% of the current users do not read English Multiple translations may be required for different dialects, e.g. Spanish- Mexico and Spain Translating entire Web sites is expensive 25-90 cents per word for human translators (400-600 words per hour) Automated software translation (machine translation) is cheaper (400,000 word per hour) - less accurate,