电子商务课件(英文版).pptx
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电子商务课件(英文版).pptx
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ECECElectronicManagementSchoolofTJNU1ECECChapter1IntroductiontoIntroductiontoElectronicCommerceElectronicCommerceECEC2ECECContentsofChapter1ECECElectronicCommerce:
TheSecondWave1BusinessModels,RevenueModels,andBusinessProcesses2EconomicForcesandElectronicCommerce3IdentifyingElectronicCommerceopportunities4InternationalNatureofElectronicCommerce53ECECLearningObjectives:
Inthischapter,youwilllearnabout:
(1)Whatelectroniccommerceisandhowitisexperiencingasecondwaveofgrowthwithanewfocusonprofitability
(2)Whycompaniesnowconcentrateonrevenuemodelsandtheanalysisofbusinessprocessesinsteadofbusinessmodelswhentheyundertakeelectroniccommerceinitiatives(3)Howeconomicforceshavecreatedabusinessenvironmentthatisfosteringthesecondwaveofelectroniccommerce(4)HowbusinessesusevaluechainsandSWOTanalysistoidentifyelectroniccommerceopportunities(5)TheinternationalnatureofelectroniccommerceandthechallengesthatariseinengaginginelectroniccommerceonaglobalscaleEC4ECEC1.11.1ElectronicCommerce:
ElectronicCommerce:
TheSecondWaveTheSecondWaveECEC5ECECvFromhumblebeginningsinthemid-1990s,electroniccommercegrewrapidlyuntil2000,whenamajordownturnoccurred.Manypeoplehaveseennewsstoriesaboutthe“dot-comboom”followedbythe“dot-comburst”orthe“dot-bomb.”Inthe2000to2003period,manyindustryobserverswerewritingobituaries(讣告)forelectroniccommerce.Justastheunreasonableexpectationsforimmediatesuccessfueledthehighexpectationsduringtheboomyears,overlygloomynewsreportscoloredperceptionsduringthistime.vBeginningin2003,withthegeneraleconomystillinthedoldrums,electroniccommercebegantoshowsignsofnewlife.Companiesthathadsurvivedthedownturnwerenotonlyseeinggrowthinsalesagain,butmanyofthemwereshowingprofits.Althoughtherapidexpansionandhighlevelsofinvestmentoftheboomyearsarenotlikelytoberepeated,thesecondwaveofelectroniccommerceiswellunderway.6ECECContentsElectroniccommerceandElectronicbusiness12ECECCategoriesofElectronicCommerce3TheDevelopmentandGrowthofE-Commerce45Thedot-comboom,bust,andrebirthTheSecondWaveofElectronicCommerce7ECECElectronicCommerce:
TheSecondWave(cont.)1ElectroniccommerceandElectronicbusinessECECuElectronicbusiness(e-business)-broadersenseTermusedinterchangeablywithe-commerceThetransformationofkeybusinessprocessesthroughtheuseofInternettechnologies(IBMsdefinition)uElectroniccommerce(e-commerce)-narrowersenseshoppingonthepartoftheInternetcalledtheWorldWideWeb(theWeb).alsoincludesmanyotheractivities,suchasbusinessestradingwithotherbusinessesandinternalprocessesthatcompaniesusetosupporttheirbuying,selling,hiring,planning,andotheractivities.BusinessactivitiesconductedusingelectronicdatatransmissionovertheInternetandtheWorldWideWeb.8ECEC2CategoriesofElectronicCommerce1)Business-to-business(B2B):
请看中国新能源网请看中国新能源网2)Businessprocesses:
见见ElementofElectronicCommerce3)Business-to-consumer(B2C):
请看当当网请看当当网(B2C)Fivegenerale-commercecategories4)Business-to-government(B2G):
请看握奇信安网请看握奇信安网(B2G)ElectronicCommerce:
TheSecondWave(cont.)ECEC5)Consumer-to-consumer(C2C):
请看淘宝网请看淘宝网(C2C)mostcommonlyused9ECECGlossaryvActivityataskperformedbyaworkerinthecourseofdoinghisorherjobvTransactionAnexchangeofvaluesuchasapurchase,asale,ortheconversionofrawmaterialsintoafinishedproductAtransactionalwayshasoneormoreactivitiesassociatedwithit,butanactivitymightnotberelatedtoatransaction.vBusinessprocessesThegroupoflogical,related,andsequentialactivitiesandtransactionsinwhichbusinessesengageEg.Thebusinessprocessofshippinggoodstocustomers:
inspectingthegoods,packingthegoods,negotiatingwithafreightcompanytodeliverthegoods,creatingandprintingtheshippingdocuments,loadingthegoodsontothetruck,sendingachecktothefreightcompany.vTelecommutingorteleworkEmployeeslogintocompanycomputersthroughtheInternetinsteadoftravelingtotheoffice.10ECECCategoriesofElectronicCommercevThethreecategoriesthataremostcommonlyusedare:
ConsumershoppingontheWeb,oftencalledbusiness-to-consumer(orB2C)TransactionsconductedbetweenbusinessesontheWeb,oftencalledbusiness-to-business(orB2B,sometimescallede-procurement)Transactionsandbusinessprocessesinwhichcompanies,governments,andotherorganizationsuseInternettechnologiestosupportsellingandpurchasingactivities11ECECEXAMPLEvConsideracompanythatmanufacturesstereospeakers.ThecompanymightsellitsfinishedproducttoconsumersontheWeb(B2C).ItmightalsopurchasethematerialsitusestomakethespeakersfromothercompaniesontheWeb(B2B).Thecompanymustalsoundertakemanyotheractivitiestoconvertthepurchasedmaterialsintospeakers.Theseactivitiesmightinclude:
hiringandmanagingthepeoplewhomakethespeakers,rentingorbuyingthefacilitiesinwhichthespeakersaremadeandstored,shippingthespeakers,maintainingaccountingrecords,purchasinginsurance,developingadvertisingcampaigns,designingnewversionsofthespeakers.AnincreasingnumberofthesetransactionsandbusinessprocessescanbedoneontheWeb.Manufacturingprocesses(suchasthefabricationofthespeakers)canbecontrolledusingInternettechnologieswithinthebusiness.12ECEC13ECEC14ECECClassificationofECbyTransactionsorInteractions(fromTurban)vbusiness-to-consumer(B2C):
onlinetransactionsaremadebetweenbusinessesandindividualconsumersvbusiness-to-business(B2B):
businessesmakeonlinetransactionswithotherbusinessesve-tailing:
onlineretailing,usuallyB2Cvconsumer-to-business(C2B):
e-commercemodelinwhichindividualsusetheInternettosellproductsorservicestoorganizationsorindividualsseeksellerstobidonproductsorservicestheyneedvconsumer-to-consumer(C2C):
e-commercemodelinwhichconsumersselldirectlytootherconsumers15ECECClassificationofECbyTransactionsorInteractions(cont.)vmobilecommerce(m-commerce):
e-commercetransactionsandactivitiesconductedinawirelessenvironmentvintrabusinessEC:
e-commercecategorythatincludesallinternalorganizationalactivitiesthatinvolvetheexchangeofgoods,services,orinformationamongvariousunitsandindividualsinanorganizationvbusiness-to-employees(B2E):
e-commercemodelinwhichanorganizationdeliversservices,information,orproductstoitsindividualemployees16ECECClassificationofECbyTransactionsorInteractionsvcollaborativecommerce(c-commerce):
e-commercemodelinwhichindividualsorgroupscommunicateorcollaborateonlineve-learning:
theonlinedeliveryofinformationforpurposesoftrainingoreducationve-government:
e-commercemodelinwhichagovernmententitybuysorprovidesgoods,services,orinformationtobusinessesorindividualcitizens*17ECECElectronicCommerce:
TheSecondWave(cont.)ECEC3TheDevelopmentandGrowthofElectronicCommerce
(1)Electronicfundstransfers(EFTs)(电子资金转账)vAlthoughtheWebhasmadeonlineshoppingpossibleformanybusinessesandindividuals,inabroadersense,electroniccommercehasexistedformanyyears.Formorethan30years,bankshavebeenusingelectronicfundstransfers.vAlsocalledwiretransfersvElectronictransmissionsofaccountexchangeinformationoverprivatecommunicationsnetworks18ECEC
(2)Electronicdatainterchange(EDI)(电子数据交换)vBusinessesalsohavebeenengaginginatypeofelectroniccommerce,knownaselectronicdatainterchange,formanyyears.vTransmittingcomputer-readabledatainastandardformattoanotherbusinessvBycreatingasetofstandardformatsfortransmittingthatinformationelectronically,businesseswereabletoreduceerrors,avoidprintingandmailingcosts,andeliminatetheneedtoreenterthedata.vThestandardformatsusedinEDIcontainthesameinformationthatbusinesshavealwaysincludedintheirstandardpaperinvoices,purchaseorders,andshippingdocuments.(cont.)ElectronicCommerce:
TheSecondWave(cont.)19ECECElectronicdatainterchange(EDI)vTradingpartnersBusinessesthatengageinEDIwitheachothervOneseriousproblemthatpotentialadoptersofEDIfacedwasthehighcostofimplementation.vTouseEDI:
buyingexpensivecomputerhardwareandsoftware;establishingdirectnetworkconnectionstoalltradingpartnersorsubscribingtoaVAN.vValue-addednetwork(VAN)Independentfirmthatoffersconnectionandtransaction-forwardingservicestobuyersandsellersengagedinEDI20ECECElectronicCommerce:
TheSecondWave(cont.)ECEC4Thedot-comboom,bust,andrebirthvBetween1997and2000,morethan12,000internet-relatedbusinesseswerestartedwithmorethan$100billionofinvestorsmoney(Dot-ComBoom).vMorethan5000ofthesecompanieswentoutofbusinessorwereacquiredinthedownturnthatbeganin2000(Dot-ComBust).vBetween2000and2003:
morethan$200billionwasinvestedinpurchasingelectroniccommercebusinessesthatwereintroubleandstartingnewonlineventures.vThissecondwaveoffinancialinvestmenthasnotbeenreportedextensivelyineitherthegeneralorbusinessmedia,butitisfuelingarebirthofgrowthinonlinebusinessactivity(Dot-ComRebirth).21ECECElectronicCommerce:
TheSecondWave(cont.)ECEC5TheSecondWaveofElectronicCommercevEconomistsChrisFreemanandFranciscoLoudescribefourwavesthatoccurredintheIndustrialRevolutionintheirbookAsTimeGoesBy.vManyresearcherspredictthatelectroniccommerceandtheinformationrevolutionbroughtaboutbytheInternetwillgothroughsimilarwaves.Thoseresearchersagreethatthesecondwaveofelectroniccommercehasbegun22ECECTheSecondWaveofElectronicCommerce(continued)vSecondwave:
GlobalenterprisesinmanycountriesareparticipatinginelectroniccommerceM
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