电子商务第七讲课件

1、Chapter 6 Social Networking, M-Commerce and Online Auctions耿立校 Email:lixgengChapter 6 Social Networking, M-Commerce and Online AuctionsLearning ObjectivesAbout the emergence and growth of social networkingAbout mobile technologies that are now used to do business onlineHow online auctions and auctio

2、n-related businesses have become a major new commercial activity introduced as part of electronic commerceKey ItemsApps Ascending-price auction Auction consignment services Auctioneer Bidders Bids Bulletin board systems (BBSs) Consumer-to-business Descending-price auctions Double auction Dutch aucti

3、on English auction Escrow service Chapter 6 Social Networking, M-Commerce and Online AuctionsKey ItemsFirst-price sealed-bid auctionFirst-price sealed-bid auction Group purchasing site (group shopping site) Idea-based networking Idea-based virtual communities Jailbreaking Liquidation brokers Lock-in

4、 effect MeetupMicroblogs Microlending Minimum bid Minimum bid increment Chapter 6 Social Networking, M-Commerce and Online AuctionsKey ItemsMobile commerce (m-commerce)Mobile wallet Monetizing Online community Open auction (open-outcry auction) Open-outcry double auction Open source software Partici

5、patory journalism Private valuations Proxy bid Reserve price (reserve) Reverse auction (seller-bid auction) Reverse bid Chapter 6 Social Networking, M-Commerce and Online AuctionsKey ItemsRootingSealed-bid auction Second-price sealed-bid auction Shill bidders Short messaging service (SMS) Snipe Snip

6、ing software Social networking site Social shopping Tablet devices Tweets UsenetUsenet newsgroups Vickrey auctions Chapter 6 Social Networking, M-Commerce and Online AuctionsKey ItemsVirtual communityVirtual learning network Web community Winners curse Wireless Application Protocol (WAP) Yankee auct

7、ionChapter 6 Social Networking, M-Commerce and Online Auctions6.1 From Virtual Communities to Social Networks6.2 Mobile Commerce6.3 Online AuctionsChapter 6 Social Networking, M-Commerce and Online Auctions6.1.1 Virtual Communities6.1.2 Early Web Communities6.1.3 Social Networking Emerges6.1.4 Reven

8、ue Models for Social Networking Sites6.1 From Virtual Communities to Social NetworksOnline Web communitiesNot limited by geographyIndividuals and companies with common interestsMeet online and discuss issues, share information, generate ideas, and develop valuable relationshipsCompanies make money b

9、y serving as relationship facilitatorsCombine Internets transaction cost-reduction potential with a communication facilitator role6.1 From Virtual Communities to Social NetworksVirtual community (Web community, online community)Gathering place for people and businessesNo physical existenceEarly virt

10、ual communitiesBulletin board systems (BBSs)Revenue source: monthly fees and selling advertisingUsenet newsgroupsMessage posting areas on usenets虚拟社区是一个供人们围绕某种兴趣或者需求集中进行交流的地方，它通过网络，以在线的方式来创造社会和商业价值。 网络利益6.1.1 Virtual Communities1985: WELL (“whole earth electronic link”)One of the first Web communiti

11、es, predates the WebMonthly fee to participate in forums and conferences1995: Beverly Hills Internet virtual community siteTripod virtual communityT Cornell University class projectRevenue source: advertisingMost early Web community businesses closed6.1.2 Early Web CommunitiesSNSAllow individuals to

12、 create and publish a profile, create a list of other users with whom they share a connection (or connections), control that list, and monitor similar lists made by other usersAs the Internet and Web grew:Experience of sharing new online communication fadedNew phenomenon in online communication bega

13、nMultiple common bonds joined people with all types of common interestsSocial networking sites 社交网站6.1.3 Social Networking EmergesFIGURE 6-1 Social networking Web sites6.1.3 Social Networking Emerges社交网站的理论基础六度分隔理论你和任何一个陌生人之间所间隔的人不超过六个，换言之最多通过六个人你就能够认识任何一个陌生人。社交网站能够流行的本质6.1.3 Social Networking Emerg

14、esRobin Dunbar根据社交网络推断，人类智力将允许人类拥有稳定社交网络的人数约为150人。1506 = 11 390 625 000 000 通过六个人，你与世界上任何一个陌生人建立联系社交网站的理论基础150定律6.1.3 Social Networking EmergesFIGURE 6-2 Leading social networking sites around the world6.1.3 Social Networking Emerges6.1.3 Social Networking Emerges6.1.3 Social Networking EmergesBasic

15、 idea behind social networkingPeople invited to join by existing membersSite provides directoryNew members work through friends established in the community6.1.3 Social Networking Emerges6.1.3 Social Networking EmergesSocial networking Web sites for shoppersSocial shoppingPractice of bringing buyers

16、 and sellers together in a social network to facilitate retail salesExample: , 6.1.3 Social Networking EmergesIdea-based social networkingSocial networking sites form communities based on connections among peopleIdea-based virtual communitiesCommunities based on connections between ideasIdea-based n

17、etworkingParticipating in idea-based virtual communitiesExamples: delicious, 6.1.3 Social Networking EmergesVirtual learning networksDistance learning platforms for student-instructor interaction (Blackboard)Tools include:Bulletin boards, chat rooms, drawing boards6.1.3 Social Networking EmergesLate

18、 1990sRevenue created by selling advertisingUsed by virtual communities, search engine sites, Web directoriesRevenue modelsAdvertising-supported social networking sitesMixed-revenue and fee-for-service social networking sitesMonetizing: converting site visitors into fee-paying subscribers or purchas

19、ers of servicesFee-based social networking6.1.4 Revenue Models for Social Networking SitesMicrolending sitesFunction as clearinghouses for microlending activityMicrolending Practice of lending very small amounts of moneyLend to people starting or operating small businesses (especially in developing

20、countries)Microlending key elementWorking within social network of borrowersProvide support, element of pressure to repay6.1.4 Revenue Models for Social Networking Sites6.1.4 Revenue Models for Social Networking Sites6.1 From Virtual Communities to Social Networks6.2 Mobile Commerce6.3 Online Auctio

21、nsChapter 6 Social Networking, M-Commerce and Online Auctions6.2.1 Mobile Operating Systems6.2.2 Mobile Apps6.2.3 Tablet Devices6.2.4 Mobile Payment Apps6.2 Mobile Commerce2008: United States developments allowing phones as Web browsersHigh-speed mobile telephone networks grew dramaticallyManufactur

22、ers offered range of smart phones with Web browser, operating system, applicationsPotential for mobile commerce (m-commerce)6.2 Mobile CommerceJapan and Southeast Asia mobile commerceMuch larger online business activityHad high-capacity networks before U.S.NTT DoCoMo, Japans largest phone companyPio

23、neered mobile commerce in 2000U.S. mobile commerce beginning in 2008Introduction of smart phones and high-capacity networksSmart phone examples: Apple iPhone, Palm Pre, several BlackBerry modelsAndroid operating system6.2.1 Mobile Operating SystemsMobile commerce browser display optionsWireless Appl

24、ication Protocol (WAP)Allows Web pages formatted in HTML to be displayed on small-screen devicesDisplay a normal Web page on the deviceMade possible by increased screen resolutionExample: Apple iPhoneDesign Web sites to match specific smart phonesMuch more difficult to accomplish6.2.1 Mobile Operati

25、ng SystemsMobile commerce browser display options (contd.)Apple, BlackBerry, PalmUse proprietary operating systemsHTC, Motorola, NokiaAt one time created their own operating systems and software applicationsNow use a standard operating system provided by a third partyMost common third-party operatin

26、g systemsAndroid, Windows Mobile, Symbian6.2.1 Mobile Operating SystemsAndroid operating systemMost popular and fastest growing third-party operating systemDeveloped by GoogleOpen sourceSmart phone operating system Cannot be deleted/switched by userOperating system modificationsJailbreaking (Apple i

27、phones operating system)Rooting (Android operating system)6.2.1 Mobile Operating SystemsCommon operating systems emergenceOccurred due to a change in the way software applications developed and soldOld U.S. mobile phone company revenue strategyControl application software (apps)Apple turned old reve

28、nue strategy on its headAT&T agreed to be sole carrier for iPhoneApple Apps for iPhone online storeIndependent developers create apps and sell them6.2.2 Mobile AppsMobile phones for online bankingPhysicians using smart phonesPhones global positioning satellite (GPS) service capabilitiesAllow mobile

29、business opportunitiesApps tools/resources6.2.2 Mobile AppsTablet devices2010: Apples iPad introducedSmaller than laptop computer; larger than smart phoneWireless phone carriers service or local wireless network Internet connectionLarger screen size better suited for online consumer products purchas

30、es6.2.3 Tablet DevicesMobile walletsMobile phones functioning as credit cards6.2.4 Mobile Payment Apps6.1 From Virtual Communities to Social Networks6.2 Mobile Commerce6.3 Online AuctionsChapter 6 Social Networking, M-Commerce and Online Auctions6.3.1 Auctions Basics6.3.2 Categories of Auctions6.3.3

31、 Online Auctions and Related Businesses6.3.4 Auction-Related ServicesChapter 6 Social Networking, M-Commerce and Online AuctionsBusiness opportunity perfect for the WebAuction site revenue sourcesCharging both buyers and sellers to participateSelling advertisingTargeted advertising opportunities ava

32、ilableOnline auctions capitalize on Internets strengthBring together geographically dispersed people sharing narrow interests6.3 Online AuctionsFrom Babylon to the Roman Empire to BuddhistsCommon activity of 17th century EnglandSothebys (1744), Christies (1766), colonial auctionsTypical Auction: sel

33、ler offering item for sale Bids 出价: price potential buyer willing to payBidders 出价人: potential buyersPrivate valuations 预估价: amounts buyer willing to payAuctioneer 拍卖人: manages auction processShill bidders 雇佣出价人: work for seller or auctioneerMay artificially inflate price6.3.1 Auction BasicsEnglish

34、auctions 英式拍卖Bidders publicly announce successively higher bidsItem sold to highest bidder (at bidders price)Also called ascending-price auction 出价逐升式拍卖Open auction (open-outcry auction) 开放式拍卖Bids publicly announcedMinimum bid 出价的底价Beginning priceIf not met: item removed (not sold)6.3.2 Categories o

35、f AuctionsEnglish auctions (contd.)Reserve price (reserve) 保留价格Sellers minimum acceptable priceNot announcedIf not exceeded: item withdrawn (not sold)Yankee auction 美式拍卖Multiple item units offered for sale (bidders specify quantity)Highest bidder allotted bid quantityRemaining items allocated to nex

36、t highest bidders until all items distributedBidders pay lowest successful bidder price6.3.2 Categories of Auctions美式拍卖举例卖家拍卖9件商品，当出价人出价时，成功者有：出价最高者，出85美元要5件；出价次高者，出83美元要3件；出价第三高者，出81美元要4件。最后付费价格是多少？每个成功者各得多少件？6.3.2 Categories of Auctions美式拍卖：（在Ebay和淘宝中又称荷兰式拍卖）：拍卖数量大于1，价高者优先获得宝贝，相同价格先出价者先得，最终商品成交价格是

37、最低成功出价的金额。如果最后一位获胜者可获得的宝贝数量不足，则可以放弃购买。6.3.2 Categories of AuctionsEnglish auctions (contd.)Seller drawbackMay not obtain maximum possible priceBuyer drawbackWinners curse 赢者的诅咒 psychological phenomenonBidder gets caught up in competitive bidding excitementBids more than their private valuation6.3.2

38、Categories of AuctionsDutch auctions 荷兰式拍卖Open auction Bidding starts at a high priceDrops until bidder accepts priceAlso called descending-price auctions 出价逐降式拍卖Seller offers number of similar items for saleCommon implementationUse a clock (price drops with each tick)Bidders stop clock and take ite

39、ms at the given priceIf items remain: clock restarted问题:荷式拍卖对哪一方更有利?6.3.2 Categories of AuctionsDutch auctions (contd.)Often better for the sellerQuickly move large numbers of commodity itemsSuccessful examples:Google initial public offering stock sale (2004)LookSmart stock repurchase6.3.2 Categorie

40、s of AuctionsFirst-price sealed-bid auctions 密封递价最高价拍卖Sealed-bid auctions 密封式拍卖Bidders submit bids independentlyProhibited from sharing informationFirst-price sealed-bid auctionHighest bidder winsIf multiple items auctioned: next highest bidders awarded remaining items at their bid price高者胜6.3.2 Cat

41、egories of AuctionsSecond-price sealed-bid auction 密封递价次高价拍卖Same as first-price sealed-bid auctionExcept highest bidder awarded item at second-highest bidder priceCommonly called Vickrey auctions 维式拍卖William Vickrey: 1996 Nobel Prize in EconomicsFindings:Yields higher seller returnsEncourages all bi

42、dders to bid private valuation amountsReduces tendency for bidder collusion6.3.2 Categories of AuctionsOpen-outcry double auctions 开放出价双重拍卖Example: Chicago Board of Trade auctions of commodity futures and stock optionsBuy and sell offers shouted by traders in trading pitEach commodity, stock option

43、traded in own pitQuite frenziedDouble auctions (either sealed bid or open outcry) 双重拍卖Good for items of known quality traded in large quantitiesNo item inspection before bidding6.3.2 Categories of AuctionsDouble auctions 密封递价双重拍卖Buyers and sellers each submit combined price-quantity bidsAuctioneer M

44、atches sellers offers Starts with lowest price and then goes upTo buyers offers Starts with highest price and then goes down until all quantities offered are soldOperation formatSealed bid or open-outcryExample: New York Stock Exchange6.3.2 Categories of AuctionsReverse (seller-bid) auction 逆向拍卖Mult

45、iple sellers submit price bids Auctioneer represents single buyerBids for given amount of specific item to purchasePrices go down as bidding continues:Until no seller willing to bid lowerOccasionally operated for consumersMost involve businesses as buyers and sellers6.3.2 Categories of AuctionsFIGUR

46、E 6-6 Key characteristics of seven major auction types6.3.2 Categories of AuctionsOnline auction business: rapidly changingThree auction Web site categoriesGeneral consumer auctionsSpecialty consumer auctionsBusiness-to-business auctions6.3.3 Online Auctions and Related BusinessesGeneral consumer au

47、ctions 普通消费品拍卖eBay: registration required, seller fees, rating systemSellers risk: stolen credit cards; buyer fails to conclude transaction Buyers risk: no item delivery; misrepresented itemMost common auction format: English auctionSeller may set reserve priceBidders listed: bids not disclosed (unt

48、il auction end)Continually updated high bid amount displayedPrivate auction option available6.3.3 Online Auctions and Related BusinessesGeneral consumer auctions (contd.)Another eBay auction format: Dutch auctionBoth formats require minimum bid increment出价的最小增价Amount by which one bid must exceed pre

49、vious bidProxy bid 委托出价Bidder specifies maximum bidMay cause bidding to rise rapidlyeBay storesIntegrated into auction siteSellers generate additional profits6.3.3 Online Auctions and Related Businesses1.1General consumer auctions 普通消费品拍卖当前最高出价起始价格出价的最小增价出价次数6.3.3 Online Auctions and Related Busines

50、sesFuture challengers to eBayMust overcome lock-in effect 锁定效应New auction participants inclined to patronize established marketplacesExample: Japanese general consumer auctionYahoo! first to enter marketNow dominates (more than 90% market share)eBay maintains low market share (less than 3%)6.3.3 Onl

51、ine Auctions and Related BusinessesSpecialty consumer auctions 特殊消费品拍卖Identify special-interest market targetsCreate specialized Web auction sitesNo need to compete with eBayExamples:C, Winebid 技术产品、门票、细分市场产品拍卖6.3.3 Online Auctions and Related BusinessesConsumer reverse auctionsReverse bid 逆向出价Visit

52、or describes desired items or servicesSite routes visitor to participating merchantsReply to visitor by e-mailOffer item at particular priceBuyer acceptsLowest offerOffer best matching buyers criteriaAll these types of sites now closed消费者自己填写需求网站将需求发给参与商家商家向顾客出价竞标6.3.3 Online Auctions and Related Bu

53、sinessesGroup shopping sites 集体购买网站Also known as group purchasing siteSeller posts item with tentative priceIndividual buyers enter bidsAgreement to buy one unit (no price provided)Site negotiates with seller for lower pricePosted price decreasesAs number of bids increases (only if number of bids in

54、creases)Result: buyers force seller to reduce price6.3.3 Online Auctions and Related BusinessesGroup shopping sites (contd.)Well-suited product typesBranded products, well-established reputationsHigh value-to-size ratio, non-perishableDisadvantagesDifficulty attracting sellers interestWell-suited co

55、mpaniesSuccessful sites: Groupon, 拉手, 美团6.3.3 Online Auctions and Related BusinessesBusiness-to-business auctionsEvolved to meet specific existing needExcess inventory disposal (manufacturing)Two methodsLiquidation specialists 清算专家: find buyers for unusable itemsLiquidation broker 清算经纪公司: firm that

56、finds buyers for items6.3.3 Online Auctions and Related BusinessesBusiness-to-business auctionsOnline auctionsLogical extension of these inventory liquidation activities to a new and more efficient channel (Internet)免中介化Third emerging business-to-business Web auction modelsLarge-company model: creat

57、es own auction siteSmall-company model: uses third-party Web auction site instead of liquidation brokerBoth are direct descendants of traditional methodsResembles consumer online auctions6.3.3 Online Auctions and Related BusinessesBusiness-to-business reverse auctions (contd.)Companies opting outCis

58、co, Cubic, IBM, Solar TurbinesIf suppliers do not participate:Impossible to conduct reverse auctionsIf competition high among suppliers:Reverse auctions provide efficient way to conduct, manage price bidding6.3.3 Online Auctions and Related BusinessesFIGURE 6-7 Supply chain characteristics and reverse auctions6.3.3 Online Auctions and Related BusinessesEntrepreneurs encouraged by eBay and other auction site growthProvide various kinds of auction-related servicesEscrow services 代管契约服务Auction directory and information services 拍卖目录和信息服务Auction software for