Chapter 1: Introduction to Electronic Commerce
Electronic Commerce
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About Me
陈 涛
籍贯 : 湖北
2007 年 6 月,华中科技大学管理学院,博士,管理信息系统
2007 年- 2009 年 6 月,华中科技大学公共管理学院,博士后,电子政务
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研究方向: IT 项目管理
电子政务
IT 外包
About Me
Importance of this course
比尔 · 盖茨 :互联网将改变人类生活的方方面面。
True Lies
开发信息资源,服务四化建设。
1984年 9月
为《经济参考》题词
Importance of this course Some famous people
四个现代化,哪一化四个现代化,哪一化也离不开也离不开信息化。信息化。
19911991 年年
Some famous people
20002000 年年 1010 月月 99 日(关于制定日(关于制定 “ “ 十五” 计划建议的说明)十五” 计划建议的说明)
新的新的历史机遇历史机遇,使我们可以把工业化与信息化,使我们可以把工业化与信息化结合起来,以信息化带动工业化,发挥后发优势,结合起来,以信息化带动工业化,发挥后发优势,
实现生产力跨越式发展。实现生产力跨越式发展。 我们讲抓住机遇,很重要的就是要抓住信息化我们讲抓住机遇,很重要的就是要抓住信息化
这个机遇这个机遇 。。
Some famous people
科学发现正在为技术创新和生产力发展开辟更加广阔的道路,科技成果产业化周期缩短,技术更新速度越来越快,以信息科技、生物科技为主要标志的高技术及其产业快速发展,不断创造出新的科技制高点和经济增长点,成为科技创新和先进生产力的集中体现,成为推动经济社会发展的强大动力。 ---- 胡锦涛在两院院士大会上的讲话
Some famous people
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E-commerce Case
A Real E-commerce Company In China
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Team discussions
1. What is E-commerce?
2. What’s the difference between e-commerce and traditional commerce.
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General Course Information
Instructor: CHEN TAO
Office: 550, SCHOOL OF PUBLIC ADMINISTRATION
E-mail: [email protected]
Web site: http://spa.hust.edu.cn/2008/Classroom/ec/
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Textbook
Gary Schneider, Electronic Commerce, Seventh Annual Edition. Thomson Course Technology, 2007, ISBN 1-4188-3703-2.
书名 : 电子商务(原书第 7 版) 作者 : (美)施奈德( Schneider , G.P )著 成栋 译 出版社:机械工业出版社
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Tentative Course Schedule
Week Topics Chapter
14-Mon Introduction to Electronic Commerce Chapter 1
14-WedTechnology Infrastructure: The Internet and the
World Wide WebChapter 2
15-MonSelling on the Web: Revenue Models and Building a
Web PresenceChapter 3
15-Wed Marketing on the Web Chapter 4
16-MonBusiness-to-Business Strategies: From Electronic
Data Interchange to Electronic CommerceChapter 5
16-WedOnline Auctions, Virtual Communities, and Web
PortalsChapter 6
17-MonThe Environment of Electronic Commerce: Legal,
Ethical, and Tax IssuesChapter 7
17-Wed Planning for Electronic Commerce Chapter 12
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Grading and Evaluation Criteria
20% of the grade is based on Class Participation & Attendance.
30% of the grade is based on Lab Exercises.
50% of the grade is based on a final term examination.
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Presentation topics
DatePresentation
GroupTopics
15-Mon Group 1 移动商务
15-Wed Group 2 数字鸿沟
16-Mon Group 3 WEB2.0
16-Wed Group 4 商务智能
17-Mon Group 5 电子商务中的物流
17-Wed Group 6 电子商务中的安全与隐私
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Chapter 1: Introduction to Electronic Commerce
Objectives
In this chapter, you will learn about:
• What electronic commerce is and how it is experiencing a second wave of growth with a new focus on profitability电子商务:第二次浪潮
• Why companies now concentrate on revenue models and the analysis of business processes instead of business models when they undertake electronic commerce initiatives商业模式、盈利模式和业务流程
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Objectives (continued)
• How economic forces have created a business environment that is fostering the second wave of electronic commerce
• How businesses use value chains and SWOT analysis to identify electronic commerce opportunities
• The international nature of electronic commerce and the challenges that arise in engaging in electronic commerce on a global scale
经济因素与电子商务
识别电子商务的机会
电子商务的国际化性质
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What is Electronic Commerce
• Electronic commerce (e-commerce)
– Businesses trading with other businesses on the Internet
• Electronic business (e-business)
– Term used interchangeably with e-commerce
– The transformation of key business processes through the use of Internet technologies
企业与企业在互联网上开展的交易活动
使用互联网技术进行的关键业务活动
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Transaction and Business processes
• Transaction 交易– An exchange of value
• Business processes 业务流程– The group of logical, related, and sequential
activities and transactions in which businesses engage
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Transaction and Business processes
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Categories of Electronic Commerce
• Five general e-commerce categories:
Business-to-consumer
Business-to-business
Business processes
Consumer-to-consumer
Business-to-government
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The Development and Growth of Electronic Commerce
• Electronic funds transfers (EFTs) 电子资金转帐– Also called wire transfers
– Electronic transmissions of account exchange information over private communications networks
• Electronic data interchange (EDI) 电子数据交换– Transmitting computer-readable data in a standard format to
another business
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The Development and Growth of Electronic Commerce (continued)
• Trading partners 贸易伙伴– Businesses that engage in EDI with each other
• Value-added network (VAN) 价值增值网– Independent firm that offers connection and
transaction-forwarding services to buyers and sellers engaged in EDI
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The first Wave of Electronic Commerce
• Defining characteristics of the first wave:
– Dominant influence of U.S. businesses 美国企业– Extensive use of the English language 英语– Many new companies started with outside investor
money 外部投资– Unstructured use of e-mail 电邮使用比较随意– Over-reliance on advertising as a revenue source
过度依赖广告
2000-2002 ,纳斯达克指数三年跌幅达 78% 。互联网经历了一场寒冬。
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The Second Wave of Electronic Commerce (continued)
• Second wave: – Global enterprises in many countries are
participating in electronic commerce 全球企业
– Established companies fund electronic commerce initiatives with their own capital 内部投资
– Customized e-mail strategies are now integral to customer contact 定制化的邮件策略
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Business Models, Revenue Models, and Business Processes
• Business model 业务模型– A set of processes that combine to yield a profit
• Revenue model 收益模型– A specific collection of business processes used
to:
• Identify customers 识别客户• Market to those customers 营销• Generate sales to those customers 产生收益
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Product/Process Suitability to Electronic Commerce
适合于电子商务的产品或服务类型• Books and CDs
• Software
• Vegetables
• Jewelry
• Clothes
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Product/Process Suitability to Electronic Commerce (continued)
• Commodity item
– Hard to distinguish from the same products or services provided by other sellers 同质化
– Features have become standardized and well known 标准化
• Shipping profile 运输特征– Collection of attributes that affect how easily a product can be
packaged and delivered
• High value-to-weight ratio 价值重量比– Can make overall shipping cost a small fraction of the selling price
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Advantages of Electronic Commerce
• Electronic commerce can increase sales and decrease costs 增加销售并降低成本
• If advertising is done well on the Web, it can get a firm’s promotional message out to potential customers in every country 在全球市场进行营销
• Using e-commerce sales support and order-taking processes, a business can:
– Reduce costs of handling sales inquiries
减少处理询价的成本– Provide price quotes 高效地传递报价
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Advantages of Electronic Commerce (continued)
• It increases purchasing opportunities for buyers 增加买方的购买机会
• Negotiating price and delivery terms is easier 商务谈判更加容易
• The following cost less to issue and arrive securely and quickly: 使以下业务的成本更低、更安全、快捷– Electronic payments of tax refunds 电子税收– Public retirement 退休金– Welfare support 社会福利金
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Disadvantages of Electronic Commerce
• Perishable grocery products are much harder to sell online 易腐食品难以在网上销售
• It is difficult to:
– Calculate return on investment 难以计算投资回报– Integrate existing databases and transaction-
processing software into software that enables e-commerce 难以集成现有信息系统与 EC
• Cultural and legal obstacles also exist 还存在文化与法律障碍
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Economic Forces and Electronic Commerce
• Transaction costs are the total costs that a buyer and seller incur 买方与买方发生的总体成本
• Significant components of transaction costs:
– Cost of information search and acquisition 信息的搜寻与获取成本
– Investment of the seller in equipment or in the hiring of skilled employees to supply products or services to the buyer 卖方的设备投资、人力成本等
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Using Electronic Commerce to Reduce Transaction Costs
• Businesses and individuals can use electronic commerce to reduce transaction costs by:
– Improving the flow of information
提高信息流的效率
– Increasing coordination of actions
增加业务活动的协调性
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• Value chain 价值链– A way of organizing the activities that each
strategic business unit undertakes
• Primary activities include: 主要活动– Designing, producing, promoting, marketing,
delivering, and supporting the products or services it sells
• Supporting activities include: 支持性活动– Human resource management and purchasing
Identifying Electronic Commerce Opportunities
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SWOT Analysis: Evaluating Business Unit Opportunities
• In SWOT analysis:
– An analyst first looks into the business unit to identify its strengths and weaknesses 优势与劣势
– The analyst then reviews the operating environment and identifies opportunities and threats 机会与威胁
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International Nature of Electronic Commerce
• Companies with established reputations: 已经建立起来声誉的公司 – Often create trust by ensuring that customers know who
they are 知名度– Can rely on their established brand names to create trust on
the Web 品牌的价值
• Customers’ inherent lack of trust in “strangers” on the Web is logical and to be expected 消费者往往对互联网上的陌生对象缺乏信任
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Language Issues
• To do business effectively in other cultures a business must adapt to those cultures 适应对方的文化
• Researchers have found that customers are more likely to buy products and services from Web sites in their own language 习惯于母语
• Localization 本地化– Translation that considers multiple elements of the
local environment 考虑当地环境的多种因素
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Culture Issues
• Culture:
– Combination of language and customs
语言与习俗的结合体
– Varies across national boundaries
不同国家的文化差异
– Varies across regions within nations
不同地区之间的文化差异
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Infrastructure Issues
• Internet infrastructure includes:
互联网基础设施包括:– Computers and software connected to the Internet
计算机与软件– Communications networks over which message
packets travel
通信网络
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Summary• Commerce 商务
– Negotiated exchange of goods or services
• Electronic commerce 电子商务– Application of new technologies to conduct business more
effectively
• First wave of electronic commerce
电子商务的第一次浪潮– Ended in 2000
• Second wave of electronic commerce
电子商务的第二次浪潮– New approaches to integrating Internet technologies into
business processes
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Summary (continued)
• Using electronic commerce, businesses have: 电子商务的作用– Created new products and services– Improved promotion, marketing, and delivery of existing
offerings
• The global nature of electronic commerce leads to many opportunities and few challenges 电子商务的机遇和挑战
• To conduct electronic commerce across international borders, you must understand the trust, cultural, language, and legal issues
电子商务的信任、文化、语言和法律问题
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