电子商务英文课件：ch03 Retailing in Electronic Commerce Products and Services

1、Chapter 3Retailing in Electronic Commerce: Products and ServicesCopyright 2010 Pearson Education, Inc. Publishing as Prentice HallLearning Objectives Describe electronic retailing (e-tailing) and its characteristics.Define and describe the primary e-tailing business models.Describe how online travel

2、 and tourism services operate and their impact on the industry.Discuss the online employment market, including its participants, benefits, and limitations.Describe online real estate services.Discuss online stock-trading services.3-1Copyright 2010 Pearson Education, Inc. Publishing as Prentice HallL

3、earning Objectives Discuss cyberbanking and online personal finance.Describe on-demand delivery of groceries and similar products/services.Describe the delivery of digital products and online entertainment.Discuss various online consumer aids, including comparison-shopping aids.Describe disintermedi

4、ation and other B2C strategic issues.3-2Copyright 2010 Pearson Education, Inc. Publishing as Prentice HallInternet Marketing and Electronic RetailingOVERVIEW OF ELECTRONIC RETAILINGelectronic retailing (e-tailing)Retailing conducted online, over the Internete-tailersRetailers who sell over the Inter

5、netSIZE AND GROWTH OF THE B2C MARKETWHAT SELLS WELL ON THE INTERNETCHARACTERISTICS AND ADVANTAGES OF SUCCESSFUL E-TAILING3-3Copyright 2010 Pearson Education, Inc. Publishing as Prentice HallInternet Marketing and Electronic RetailingTravelComputer hardware and softwareConsumer electronicsOffice supp

6、liesSport and fitness goodsBooks and musicToys and hobbiesHealth and beautyEntertainmentApparel and clothingJewelryCarsServicesFood and drugsPet suppliesOthersWHAT SELLS WELL ON THE INTERNET4Copyright 2010 Pearson Education, Inc. Publishing as Prentice HallE-Tailing Business ModelsCLASSIFICATION BY

7、DISTRIBUTION CHANNELDirect marketing by mail-order retailers that go onlineDirect marketing by manufacturersPure-play e-tailersClick-and-mortar retailersInternet (online) malls3-5Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall3-6Copyright 2010 Pearson Education, Inc. Publishing as

8、 Prentice HallE-Tailing Business ModelsDirect Marketing by Mail-Order Companiesdirect marketingBroadly, marketing that takes place without intermediaries between manufacturers and buyers; in the context of this book, marketing done online between any seller and buyerDirect Sales by Manufacturers3-7C

9、opyright 2010 Pearson Education, Inc. Publishing as Prentice HallE-Tailing Business ModelsPure-Play E-Tailersvirtual (pure-play) e-tailersFirms that sell directly to consumers over the Internet without maintaining a physical sales channel3-8Copyright 2010 Pearson Education, Inc. Publishing as Prenti

10、ce HallE-Tailing Business Modelsclick-and-mortar retailersBrick-and-mortar retailers that offer a transactional Web site from which to conduct businessbrick-and-mortar retailersRetailers who do business in the non-Internet, physical world in traditional brick-and-mortar storesmultichannel business m

11、odelA business model where a company sells in multiple marketing channels simultaneously (e.g., both physical and online stores)3-9Copyright 2010 Pearson Education, Inc. Publishing as Prentice HallE-Tailing Business ModelsOTHER B2C MODELS AND SPECIAL RETAILINGTransaction brokersInformation portalsCo

12、mmunity portal and social networksContent creators or disseminatorsViral marketingMarket makersMake (build)-to-orderB2B2CService providersB2C IN SOCIAL NETWORKS3-10Copyright 2010 Pearson Education, Inc. Publishing as Prentice HallTravel and Tourism (Hospitality) Services OnlineOnline travel bookings

13、 and associated travel services are one of the most successful e-commerce implementationsSPECIAL SERVICES ONLINEWireless servicesDirect marketingAlliances and consortiaTravel-Oriented Social Networks3-11Copyright 2010 Pearson Education, Inc. Publishing as Prentice HallTravel and Tourism (Hospitality

14、) Services OnlineBENEFITS AND LIMITATIONS OF ONLINE TRAVEL SERVICESBenefitsThe amount of free information is tremendousInformation is accessible at any time from any placeSubstantial discountsLimitationsMany people do not use the InternetThe amount of time and the difficulty of using virtual travel

15、agencies can be significantComplex trips or those that require stopovers might not be available online3-12Copyright 2010 Pearson Education, Inc. Publishing as Prentice HallTravel and Tourism (Hospitality) Services OnlineIMPACT OF EC ON THE TRAVEL INDUSTRYDirect impacts because customers increasingly

16、 using the Internet to make bookingsIndirect impacts because airlines and hotel chains encouraging customers to book direct or through online wholesalers, bypassing travel agentsInvesting in content (information, travel advice, and the like) is a requirement for success in this competitive market3-1

17、3Copyright 2010 Pearson Education, Inc. Publishing as Prentice HallTravel and Tourism (Hospitality) Services OnlineCORPORATE TRAVELMany large corporations receive additional services from large travel agenciesTo reduce corporate travel costs, companies can make arrangements that enable employees to

18、plan and book their own tripsTravel authorization software that checks availability of funds and compliance with corporate guidelines is usually provided by travel companies3-14Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall15Copyright 2010 Pearson Education, Inc. Publishing as Pr

19、entice HallEmployment Placement and the Job Market OnlineTHE INTERNET JOB MARKETThe following parties use the Internet job market:Job seekersEmployers seeking employeesClassified adsJob agenciesGovernment agencies and institutionsA Consortium of Large Employers and College Career AdvisorsOnline Job

20、Markets on Social NetworkingGlobal Online Portals3-16Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall3-17Copyright 2010 Pearson Education, Inc. Publishing as Prentice HallEmployment Placement and the Job Market OnlineBENEFITS AND LIMITATIONS OF THE ELECTRONIC JOB MARKETProbably the

21、 biggest limitation of the online job market is the fact that some people do not use and do not have access to the Internet, although this problem has declined substantially3-18Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall19Copyright 2010 Pearson Education, Inc. Publishing as Pr

22、entice HallReal Estate, Insurance, and Stock Trading OnlineREAL ESTATE ONLINEZillow, Craigslist, and Other Web 2.0 Real Estate ServicesINSURANCE ONLINECompanies use Internet to offer standard insurance policies, such as auto, home, etc. often at a substantial discount to individualsONLINE STOCK TRAD

23、INGThe Risk of Trading in an Online Stock Account3-20Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall3-21Copyright 2010 Pearson Education, Inc. Publishing as Prentice HallBanking and Personal Finance Onlineelectronic (online) banking or e-bankingVarious banking activities conducted

24、 from home or the road using an Internet connection; also known as cyberbanking, virtual banking, online banking, and home banking3-22Copyright 2010 Pearson Education, Inc. Publishing as Prentice HallBanking and Personal Finance OnlineHOME BANKING CAPABILITIESInformational, administrative, transacti

25、onal, portal, and othersVIRTUAL BANKSHave no physical location; only conduct online transactionsINTERNATIONAL AND MULTIPLE-CURRENCY BANKINGSupport global transactions3-23Copyright 2010 Pearson Education, Inc. Publishing as Prentice HallBanking and Personal Finance OnlineONLINE FINANCIAL TRANSACTION

26、IMPLEMENTATION ISSUESSecuring Financial TransactionsAccess to Banks Intranets by OutsidersImaging SystemsFees Online Versus Fees for Offline ServicesRisksPERSONAL FINANCE ONLINEOnline Billing and Bill PayingTaxes3-24Copyright 2010 Pearson Education, Inc. Publishing as Prentice HallOn-Demand Delivery

27、 of Products, Digital Items, Entertainment, and GamingON-DEMAND DELIVERY OF PRODUCTSe-grocerA grocer that takes orders online and provides deliveries on a daily or other regular schedule or within a very short period of timeon-demand delivery serviceExpress delivery made fairly quickly after an onli

28、ne order is receivedThe Case of E-GrocersFRESHDIRECT3-25Copyright 2010 Pearson Education, Inc. Publishing as Prentice HallOn-Demand Delivery of Products, Digital Items, Entertainment, and GamingONLINE DELIVERY OF DIGITAL PRODUCTS, ENTERTAINMENT, AND MEDIA26Copyright 2010 Pearson Education, Inc. Publ

29、ishing as Prentice HallOn-Demand Delivery of Products, Digital Items, Entertainment, and GamingONLINE ENTERTAINMENTAdult EntertainmentInternet GamblingOnline Dating Services3-27Copyright 2010 Pearson Education, Inc. Publishing as Prentice HallOnline Purchase-Decision Aidsshopping portalsGateways to

30、e-storefronts and e-malls; may be comprehensive or niche orientedshopping robots (shopping agents or shopbots)Tools that scout the Web on behalf of consumers who specify search criteria3-28Copyright 2010 Pearson Education, Inc. Publishing as Prentice HallOnline Purchase-Decision Aids“SPY” SERVICESWi

31、reless Shopping ComparisonsBUSINESS RATINGS SITESTRUST VERIFICATION SITESOTHER SHOPPING TOOLS3-29Copyright 2010 Pearson Education, Inc. Publishing as Prentice HallProblems with E-Tailing and Lessons LearnedA traditional brick-and-mortar store with a mature Web site that uses a click-and mortar strat

32、egy is able to do the following:Speak with one voiceLeverage the multichannelsEmpower the customer3-30Copyright 2010 Pearson Education, Inc. Publishing as Prentice HallIssues in E-TailingdisintermediationThe removal of organizations or business process layers responsible for certain intermediary steps in a given supply chainrein