电子商务英文版第九版第一章ppt

1、电电 子子 商商 务务教师简介课程简介教学要求参考教材Electronic Commerce: Definitions and Concepts Peter DruckernThe Internet has emerged as a major, perhaps eventually the major, worldwide distribution channel for goods, services, managerial and professional jobsnThis is profoundly changing economics, markets and industry s

2、tructure, products and services and their flow, consumer segmentation, consumer values, consumer behavior, jobs, and labor marketsnThe impact may be even greater on societies and politics, and on the way we see the world and ourselves in itChapter1.Foundations of EC学习目标n电子商务和传统商务流程的区别n电子商务的特点和优势n电子商

3、务的定义与分类n更适合电子商务的商品n识别电子商务机会n网络经济的基本特征商务n什么是商务？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：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n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n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、转账通知；交易双方的支付或经营能力、信誉等。 从从“三流三流”变化看变化看传统商务与电子商务的区别传统商务与电子商务的区别资金流、

4、物流资金流、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。 电子商务中的电子商务中的“三流三流 ”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。ERPInternet(TCP/IP)Bank支付网关支付网关（Payment Gateway）CustomerCAERPERPMISMISMISLogistics案例网络购物，身边的电子商务搜索引擎 综合门户网站 新浪读书频道 网址网站 关键字高级搜索缩小范围、个性化选择价格优势畅销榜网上评论商家重视网上评论关联营

5、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！我的账户课后作业定义和内涵定义和内涵Electronic Commerce: Definitions and Concepts (cont.)defined from the following perspectives:uCommunications: delivery of goods, services, information, or payments over computer networks or any other electronic meansuCommercial (trading): prov

6、ides capability of buying and selling products, services, and information on the Internet and via other online servicesElectronic Commerce: Definitions and Concepts (cont.)nBusiness process: doing business electronically by completing business processes over electronic networks, thereby substituting

7、 information for physical business processesnService: a tool that addresses the desire of governments, firms, consumers, and management to cut service costs while improving the quality of customer service and increasing the speed of service deliveryElectronic Commerce: Definitions and Concepts (cont

8、.)nLearning: an enabler of online training and education in schools, universities, and other organizations, including businessesnCollaborative: the framework for inter- and intraorganizational collaborationnCommunity: provides a gathering place for community members to learn, transact, and collabora

9、te概念的延伸Physical agentDigital agentDigital ProductPhysical ProductPhysical processDigital processVirtual processVirtual delivery agentVirtual productPartial Electronic commerce（不完全电子商务）（不完全电子商务） Pure Electronic commerce（完全电子商务）（完全电子商务）The Dimensions of Electronic CommerceTraditional commerceElectroni

10、c Commerce: Definitions and Concepts (cont.)depends upon the degree of digitization (the transformation from physical to digital) of:1.the product (service);2.the process; 3.the delivery agent (or digital intermediary)案例Pay on deliveryCategories of Electronic CommerceClassification by EC Application

11、sElectronic Markets11Shopper/PurchaserSeller/Supplier电子市场电子市场(交易中介交易中介)电子商务电子商务网络网络(基础设施基础设施)产品/服务信息请求购买请求支付或支付请求购买完成请求购买变化请求完成请求的反应运输单批准支付EFT EFT购物者银行购物者银行汇款单支付EFT中介商银行中介商银行（自动清算所）（自动清算所）)供应商银行供应商银行电子市场电子市场对信息请求的反应购买确认运输单购买服务交货（如果在线）支付确认Interorganization Information SystemsTypes of Interorganizatio

12、nal SystemsHistory of ECA Brief History of ECA Brief History of EC (cont.)A Brief History of EC (cont.)Business Models, Revenue Models, and Business ProcessesCase:Autobytel73Case：Autobytel74revenue model75Risk电子商务传统商务电子商务和传统商务的结合图书和激光唱片的购销时装的购销汽车的购销在线传输软件易腐食品的购销在线金融服务旅游服务的广告和促销低值小商品的买卖寻找合住伙伴的服务运输货物的

13、在线跟踪昂贵珠宝和古董的销售 投资和保险产品的购销哪些商品更适宜电子商务Product/Process Suitability to Electronic CommerceProduct/Process Suitability to Electronic Commerce (continued)uhigh brand recognition web-seller (Amazon)uguarantee provided by highly reliable or well-known vendors (Dell)udigitized format (software)urelatively in

14、expensive items (office supplies)ufrequently purchased items (groceries)ucommodities with standard specifications (books), physical inspection unimportantuwell-known packaged items that cannot be opened even in a traditional store (vitamins)案例电子商务环境下的企业电子商务环境下的企业案例案例1 A 虚拟企业虚拟企业（）案例案例2 戴尔电脑戴尔电脑 大规模定

15、制大规模定制 （）案例案例3 UPS & Fedex 客户服务客户服务（）.配送中心配送中心Wal-MartWal-Mart连锁店连锁店P&G案例案例4 Wal-Mart & P&G双赢双赢（www.wal-）库存补充库存补充动态销售量动态销售量网络互联网络互联Benefits of ECBenefits of EC (cont.)Benefits of EC (cont.)2008 年淘宝网为社会创造了57 万个直接就业岗位Disadvantages of EC从网络经济的角度认识电子商务Market, Company & Transaction CostNetwork Economic Structure经济学特征 Identifying Electronic Commerce OpportunitiesStrategic Business Unit Value ChainsI