电子商务通用课件PPT课件

1、电子商务课件2Chapter 1Introduction to Electronic CommerceEC3Contents of Chapter1EC Electronic Commerce: The Second Wave1Business Models, Revenue Models, and Business Processes2Economic Forces and Electronic Commerce3 Identifying Electronic Commerce opportunities4International Nature of Electronic Commerce

2、54Learning Objectives:In this chapter, you will learn about: (1) What electronic commerce is and how it is experiencing a second wave of growth with a new focus on profitability (2) Why companies now concentrate on revenue models and the analysis of business processes instead of business models when

3、 they undertake electronic commerce initiatives (3) How economic forces have created a business environment that is fostering the second wave of electronic commerce (4) How businesses use value chains and SWOT analysis to identify electronic commerce opportunities (5) The international nature of ele

4、ctronic commerce and the challenges that arise in engaging in electronic commerce on a global scaleEC51.11.1ElEctronic commErcE: ElEctronic commErcE: thE SEcond WavEthE SEcond WavEEC6v From humble beginnings in the mid-1990s, electronic commerce grew rapidly until 2000, when a major downturn occurre

5、d. Many people have seen news stories about the “dot-com boom” followed by the “dot-com burst” or the “dot-bomb.” In the 2000 to 2003 period, many industry observers were writing obituaries(讣告) for electronic commerce. Just as the unreasonable expectations for immediate success fueled the high expec

6、tations during the boom years, overly gloomy news reports colored perceptions during this time. v Beginning in 2003, with the general economy still in the doldrums, electronic commerce began to show signs of new life. Companies that had survived the downturn were not only seeing growth in sales agai

7、n, but many of them were showing profits. Although the rapid expansion and high levels of investment of the boom years are not likely to be repeated, the second wave of electronic commerce is well under way.7ContentsElectronic commerce and Electronic business12ECCategories of Electronic Commerce3The

8、 Development and Growth of E-Commerce45The dot-com boom, bust, and rebirthThe Second Wave of Electronic Commerce8Electronic Commerce: The Second Wave (cont.)1 Electronic commerce and Electronic businessECuElectronic business (e-business)-broader senseTerm used interchangeably with e-commerceThe tran

9、sformation of key business processes through the use of Internet technologies（IBMs definition）uElectronic commerce (e-commerce)-narrower senseshopping on the part of the Internet called the World Wide Web (the Web).also includes many other activities, such as businesses trading with other businesses

10、 and internal processes that companies use to support their buying, selling, hiring, planning, and other activities.92 Categories of Electronic Commerce1) Business-to-business (B2B):请看中国新能源网请看中国新能源网2) Business processes:见见 Element of Electronic Commerce3) Business-to-consumer (B2C):请看当当网请看当当网(B2C)Fi

11、ve general e-commerce categories4) Business-to-government (B2G): 请看握奇信安网请看握奇信安网(B2G)Electronic Commerce: The Second Wave (cont.)EC5) Consumer-to-consumer (C2C): 请看淘宝网请看淘宝网(C2C)most commonly used10Glossary v Activity a task performed by a worker in the course of doing his or her jobv Transaction An e

12、xchange of value such as a purchase, a sale, or the conversion of raw materials into a finished product A transaction always has one or more activities associated with it, but an activity might not be related to a transaction.v Business processes The group of logical, related, and sequential activit

13、ies and transactions in which businesses engage Eg.The business process of shipping goods to customers: inspecting the goods, packing the goods, negotiating with a freight company to deliver the goods, creating and printing the shipping documents, loading the goods onto the truck, sending a check to

14、 the freight company.v Telecommuting or telework Employees log in to company computers through the Internet instead of traveling to the office.11Categories of Electronic CommercevThe three categories that are most commonly used are: Consumer shopping on the Web, often called business-to-consumer (or

15、 B2C) Transactions conducted between businesses on the Web, often called business-to-business (or B2B, sometimes called e-procurement) Transactions and business processes in which companies, governments, and other organizations use Internet technologies to support selling and purchasing activities12

16、EXAMPLEv Consider a company that manufactures stereo speakers. The company might sell its finished product to consumers on the Web (B2C). It might also purchase the materials it uses to make the speakers from other companies on the Web (B2B). The company must also undertake many other activities to

17、convert the purchased materials into speakers. These activities might include: hiring and managing the people who make the speakers, renting or buying the facilities in which the speakers are made and stored, shipping the speakers, maintaining accounting records, purchasing insurance, developing adv

18、ertising campaigns, designing new versions of the speakers. An increasing number of these transactions and business processes can be done on the Web. Manufacturing processes (such as the fabrication of the speakers) can be controlled using Internet technologies within the business. 131415Classificat

19、ion of EC by Transactions or Interactions（from Turban）v business-to-consumer (B2C) : online transactions are made between businesses and individual consumers v business-to-business (B2B): businesses make online transactions with other businesses v e-tailing: online retailing, usually B2Cv consumer-t

20、o-business (C2B): e-commerce model in which individuals use the Internet to sell products or services to organizations or individuals seek sellers to bid on products or services they needv consumer-to-consumer (C2C): e-commerce model in which consumers sell directly to other consumers16Classificatio

21、n of EC by Transactions or Interactions (cont.)v mobile commerce (m-commerce): e-commerce transactions and activities conducted in a wireless environmentv intrabusiness EC: e-commerce category that includes all internal organizational activities that involve the exchange of goods, services, or infor

22、mation among various units and individuals in an organizationv business-to-employees (B2E): e-commerce model in which an organization delivers services, information, or products to its individual employees17Classification of EC by Transactions or Interactionsvcollaborative commerce (c-commerce): e-c

23、ommerce model in which individuals or groups communicate or collaborate onlineve-learning: the online delivery of information for purposes of training or educationve-government: e-commerce model in which a government entity buys or provides goods, services, or information to businesses or individual

24、 citizens*18Electronic Commerce: The Second Wave (cont.)EC3 The Development and Growth of Electronic Commerce(1) Electronic funds transfers (EFTs)(电子资金转账)v Although the Web has made online shopping possible for many businesses and individuals, in a broader sense, electronic commerce has existed for

25、many years. For more than 30 years, banks have been using electronic funds transfers.v Also called wire transfersv Electronic transmissions of account exchange information over private communications networks 19(2) Electronic data interchange (EDI) (电子数据交换)v Businesses also have been engaging in a t

26、ype of electronic commerce, known as electronic data interchange, for many years.v Transmitting computer-readable data in a standard format to another business v By creating a set of standard formats for transmitting that information electronically, businesses were able to reduce errors, avoid print

27、ing and mailing costs, and eliminate the need to reenter the data.v The standard formats used in EDI contain the same information that business have always included in their standard paper invoices, purchase orders, and shipping documents.(cont.)Electronic Commerce: The Second Wave (cont.)20Electron

28、ic data interchange (EDI)v Trading partners Businesses that engage in EDI with each otherv One serious problem that potential adopters of EDI faced was the high cost of implementation.v To use EDI: buying expensive computer hardware and software; establishing direct network connections to all tradin

29、g partners or subscribing to a VAN.v Value-added network (VAN) Independent firm that offers connection and transaction-forwarding services to buyers and sellers engaged in EDI21Electronic Commerce: The Second Wave (cont.)EC4 The dot-com boom, bust, and rebirthv Between 1997 and 2000, more than 12,00

30、0 internet-related businesses were started with more than $100 billion of investors money (Dot-Com Boom).v More than 5000 of these companies went out of business or were acquired in the downturn that began in 2000 (Dot-Com Bust).v Between 2000 and 2003:more than $200 billion was invested in purchasi

31、ng electronic commerce businesses that were in trouble and starting new online ventures.v This second wave of financial investment has not been reported extensively in either the general or business media, but it is fueling a rebirth of growth in online business activity (Dot-Com Rebirth).22Electron

32、ic Commerce: The Second Wave (cont.)EC5 The Second Wave of Electronic Commercev Economists Chris Freeman and Francisco Lou describe four waves that occurred in the Industrial Revolution in their book As Time Goes By.v Many researchers predict that electronic commerce and the information revolution b

33、rought about by the Internet will go through similar waves. Those researchers agree that the second wave of electronic commerce has begun23The Second Wave of Electronic Commerce （continued)vSecond wave: Global enterprises in many countries are participating in electronic commerceMany EC web sites av

34、ailable in multiple languagesEstablished companies fund electronic commerce initiatives with their own capitalRapidly increasing use of broadband technologies for internet connectionsB2B EC increasingly are integrated with radio-frequency identification (RFID) and biometric devices to manage informa

35、tion and product flows effectivelyUse of multiple sophisticated advertising approaches and better integration of EC with existing business processes and strategiesNew approaches to the sale and distribution of digital productsCustomized e-mail strategies are now integral to customer contactRealize t

36、hat first-mover advantage leads to success only for some companies in certain specific markets and industriesv the first wave:Dominant influence of U.S. businesses Extensive use of the English languageMany new companies started with outside investor moneyMany EC participants used slow internet conne

37、ctionsB2B EC relied on a patchwork of disparate communication and inventory management technologiesUnstructured use of e-mail Over-reliance on simple forms of online advertising as a revenue sourceWidespread piracy due to ineffective distribution of digital productsRely on first-mover advantage to e

38、nsure success in all types of markets and industries24vNot all of the future of EC is based in its second wave. vSome of the first wave companies were successful, such as A, eBay, and Yahoo.vThe second wave of EC will provide new opportunities for these business .vP13The Second Wave of Electronic Co

39、mmerce (continued)*251.21.2 BuSinESS modElS( BuSinESS modElS(交易模式交易模式), ), rEvEnuE modElS( rEvEnuE modElS(盈利模式盈利模式), ), BuSinESS ProcESSES( BuSinESS ProcESSES(交易流程交易流程) )EC26Business model A set of processes that combine to yield a profit A good business model was expected to lead to rapid sales gro

40、wth and market dominance. The idea that the key to success was simply to copy the business model of a successful dot-com business led the way to many business failures, some of them quite dramatic. Harvard Business School professor Michael Porter, argued that business models not only did not matter,

41、 they probably did not exist. copying or adapting someone elses business model is neither an easy nor wise road map to success. Instead, companies should examine the elements of their business; that is, they should identify business processes that they can streamline, enhance, or replace with proces

42、ses driven by Internet technologies.27Revenue modelvRevenue model A specific collection of business processes used to: Identify customers Market to those customers Generate sales to those customers The revenue model idea is helpful for classifying revenue generating activities for communication and

43、analysis purposes.281.2.1 Role of Merchandisingv Merchandising （零售推销） Combination of store design, layout, and product display knowledgev In addition, many salespeople have developed skills that allow them to identify customer needs and find products or services that meet those needs.v The skills of

44、 merchandising and personal selling can be difficult to practice remotely.v However, companies must be able to transfer their merchandising skills to the Web for their Web sites to be successful. v Some products are easier to sell on the Internet than others because the merchandising skills related

45、to those products are easier to transfer to the Web.29301.2.2 Product/Process Suitability to Electronic CommercevCommodity item （日用品、商品） Hard to distinguish from the same products or services provided by other sellers Its features have become standardized and well known Gasoline, office supplies, so

46、ap, computers, and airline transportation are all examples of commodity products or services, as are the books and CDs sold by A. well suited to electronic commerce31Product/Process Suitability to Electronic Commerce (continued)v Shipping profile Collection of attributes that affect how easily a pro

47、duct can be packaged and delivered High value-to-weight ratio Can help by making overall shipping cost a small fraction of the selling price An airline ticket is an excellent example of an item that has a high value-to-weight ratio. Expensive jewelry has a high value-to-weight ratio, but many people

48、 are reluctant to buy it without examining it in person unless the jewelry is sold under a well-known brand name and with a generous return policy.v A product that has a strong brand identitysuch as a Kodak camerais easier to sell on the Web than an unbranded item, because the brands reputation redu

49、ces the buyers concerns about quality when buying that item sight unseen. v Other items that are well suited to electronic commerce are those that appeal to small(销量不大), but geographically dispersed groups of customers. Collectible comic books are an example of this type of product.32v When personal

50、 selling skills are a factor, as in commercial real estate sales, or when the condition of the products is difficult to determine without making a personal inspection, as in purchases of high-fashion clothing, antiques, or perishable food products, traditional commerce or a combination of traditiona

51、l commerce (for the inspection) and electronic commerce can be a better way to sell the items or services.v A combination of electronic and traditional commerce strategies works best when the business process includes both commodity and personal inspection elements. Many people are finding informati

52、on on the Web about new and used automobiles. Autobytel has had much success handling new car transactions. People are willing to take delivery of a particular make and model of a new vehicle even if they did not testdrive the specific car they are purchasing through Autobytel. Fewer people are will

53、ing to buy a used car without driving that specific car and personally inspecting it. In the case of used cars, electronic commerce provides a good way for buyers to obtain information about available models, features, reliability, prices, and dealerships; but the variability（可变性） in the condition o

54、f used cars makes the traditional commerce component of personal inspection a key part of the transaction negotiation. 331.2.3 Advantages of E-Commercev All the advantages of electronic commerce for businesses can be summarized in one statement: Electronic commerce can increase sales and decrease co

55、stsv If advertising is done well on the Web, it can get a firms promotional message out to potential customers in every country v A firm can use electronic commerce to reach small groups of customers that are geographically scattered. v The Web is particularly useful in creating virtual communities

56、that become ideal target markets for specific types of products or services. virtual community is a gathering of people who share a common interest, but instead of this gathering occurring in the physical world, it takes place on the Internet. v Using e-commerce sales support and order-taking proces

57、ses, a business can: Reduce costs of handling sales inquiries Provide price quotes determine product availability 34Advantages of E-Commerce （continued)Advantages: nElectronic commerce provides buyers with a wider range of choices than traditional commerce.nElectronic commerce provides buyers with a

58、n easy way to customize the level of detail in the information they obtain about a prospective purchase. Buyers can have instant access to detailed information on the Web.nSome digital products, such as software, music and video files, or images, can even be delivered through the Internet, which red

59、uces the time buyers must wait to begin enjoying their purchases. The ability to deliver digital products online is not just a cost-reduction opportunity. It can increase sales, too.nElectronic payments of tax refunds, public retirement, and welfare support cost less to issue and arrive securely and

60、 quickly when transmitted over the Internet.nElectronic payments can be easier to audit and monitor than payments made by check, providing protection against fraud and theft losses.nElectronic commerce can also make products and services available in remote areas.351.2.4 Disadvantages of ECvSome bus