电子商务英文课件：ch05 B2B E-Commerce

1、Chapter 5B2B E-CommerceCopyright 2010 Pearson Education, Inc. Publishing as Prentice HallLearning Objectives Describe the B2B field.Describe the major types of B2B models.Discuss the characteristics of the sell-side marketplace, including auctions.Describe the sell-side models.Describe the character

2、istics of the buy-side marketplace and e-procurement.Explain how reverse auctions work in B2B.Describe B2B aggregation and group purchasing models.5-1Copyright 2010 Pearson Education, Inc. Publishing as Prentice HallLearning Objectives Describe other procurement methods.Define exchanges and describe

3、 their major types.Describe B2B portals.Describe third-party exchanges.Describe partner relationship management (PRM).Describe how B2B can benefit from social networking and Web 2.0.Describe Internet marketing in B2B, including organizational buyer behavior.5-2Copyright 2010 Pearson Education, Inc.

4、Publishing as Prentice HallConcepts, Characteristics, and Models of B2B E-Commercebusiness-to-business e-commerce (B2B EC)Transactions between businesses conducted electronically over the Internet, extranets, intranets, or private networks; also known as eB2B (electronic B2B) or just B2BTHE BASIC TY

5、PES OF B2B TRANSACTIONS AND ACTIVITIESSell-sideBuy-sideExchangesSupply chain improvements and collaborative commerce5-3Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall5-4Copyright 2010 Pearson Education, Inc. Publishing as Prentice HallConcepts, Characteristics, and Models of B2B E

6、-CommerceTHE BASIC TYPES OF B2B E-MARKETPLACES AND SERVICESOne-to-Many and Many-to-One: Private E-Marketplacescompany-centric ECE-commerce that focuses on a single companys buying needs (many-to-one, or buy-side) or selling needs (one-to-many, or sell-side)5-5Copyright 2010 Pearson Education, Inc. P

7、ublishing as Prentice HallConcepts, Characteristics, and Models of B2B E-CommerceMany-to-Many: Exchangesexchanges (trading communities or trading exchanges)Many-to-many e-marketplaces, usually owned and run by a third party or a consortium, in which many buyers and many sellers meet electronically t

8、o trade with each otherpublic e-marketplacesThird-party exchanges open to all interested parties (sellers and buyers)Supply Chain Improvers and Collaborative Commerce5-6Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall4-7Copyright 2010 Pearson Education, Inc. Publishing as Prentice

9、HallConcepts, Characteristics, and Models of B2B E-CommerceB2B CHARACTERISTICSParties to the Transaction: Sellers, Buyers, and Intermediariesonline intermediaryAn online third party that brokers a transaction online between a buyer and a seller; may be virtual or click-and-mortar5-8Copyright 2010 Pe

10、arson Education, Inc. Publishing as Prentice HallConcepts, Characteristics, and Models of B2B E-CommerceTypes of Transactionsspot buyingThe purchase of goods and services as they are needed, usually at prevailing market pricesstrategic (systematic) sourcingPurchases involving long-term contracts tha

11、t usually are based on private negotiations between sellers and buyers5-9Copyright 2010 Pearson Education, Inc. Publishing as Prentice HallConcepts, Characteristics, and Models of B2B E-CommerceTypes of Materials Tradeddirect materialsMaterials used in the production of a product (e.g., steel in a c

12、ar or paper in a book)indirect materialsMaterials used to support production (e.g., office supplies or light bulbs)MRO (maintenance, repair, and operation)Indirect materials used in activities that support production5-10Copyright 2010 Pearson Education, Inc. Publishing as Prentice HallConcepts, Char

13、acteristics, and Models of B2B E-CommerceThe Direction of the Tradesvertical marketplacesMarkets that deal with one industry or industry segment (e.g., steel, chemicals)horizontal marketplacesMarkets that concentrate on a service, material, or a product that is used in all types of industries (e.g.,

14、 office supplies, PCs)SUPPLY CHAIN RELATIONSHIPS IN B2BSERVICE INDUSTRIES ONLINE IN B2B5-11Copyright 2010 Pearson Education, Inc. Publishing as Prentice HallConcepts, Characteristics, and Models of B2B E-CommerceTHE BENEFITS AND LIMITATIONS OF B2BBenefits: sellers (S), buyers (B), both (J)12Copyrigh

15、t 2010 Pearson Education, Inc. Publishing as Prentice Hall5-13Copyright 2010 Pearson Education, Inc. Publishing as Prentice HallOne-to-Many: Sell-Side E-Marketplacessell-side e-marketplaceA Web-based marketplace in which one company sells to many business buyers from e-catalogs or auctions, frequent

16、ly over an extranetB2B SellersCustomer ServiceSALES FROM CATALOGSConfiguration and CustomizationBenefits and Limitations of Online Sales from Catalogs5-14Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall5-15Copyright 2010 Pearson Education, Inc. Publishing as Prentice HallSelling Vi

17、a E-AuctionsUSING AUCTIONS ON THE SELL SIDEForward auctions offer the following benefits to B2B sellers:Revenue generationCost savingsIncreased “stickiness”Member acquisition and retentionAUCTIONING FROM THE COMPANYS OWN SITEUSING INTERMEDIARIES IN AUCTIONSEXAMPLES OF B2B FORWARD AUCTIONS5-16Copyrig

18、ht 2010 Pearson Education, Inc. Publishing as Prentice HallOne-from-Many: Buy-Side E-Marketplaces and E-Procurementbuy-side e-marketplaceA corporate-based acquisition site that uses reverse auctions, negotiations, group purchasing, or any other e-procurement method5-17Copyright 2010 Pearson Educatio

19、n, Inc. Publishing as Prentice HallOne-from-Many: Buy-Side E-Marketplaces and E-ProcurementPROCUREMENT METHODSE-Procurement Organizations and TypesE-sourcingE-tenderingE-reverse auctioningE-informingWeb-based ERPE-marketsitesE-MRO5-18Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall

20、5-19Copyright 2010 Pearson Education, Inc. Publishing as Prentice HallOne-from-Many: Buy-Side E-Marketplaces and E-ProcurementINEFFICIENCIES IN TRADITIONAL PROCUREMENT MANAGEMENTprocurement managementThe planning, organizing, and coordinating of all the activities relating to purchasing goods and se

21、rvices needed to accomplish the organizations missionmaverick buyingUnplanned purchases of items needed quickly, often at nonpre-negotiated higher prices5-20Copyright 2010 Pearson Education, Inc. Publishing as Prentice HallOne-from-Many: Buy-Side E-Marketplaces and E-ProcurementTHE GOALS AND BENEFIT

22、S OF E-PROCUREMENTe-procurementThe electronic acquisition of goods and services for organizations5-21Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall5-22Copyright 2010 Pearson Education, Inc. Publishing as Prentice HallBuy-Side E-Marketplaces: Reverse Auctionsrequest for quote (RFQ

23、)The “invitation” to participate in a tendering (bidding) systemCONDUCTING REVERSE AUCTIONSE-Tendering by GovernmentsGROUP REVERSE AUCTIONS5-23Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall5-24Copyright 2010 Pearson Education, Inc. Publishing as Prentice HallOther E-Procurement M

24、ethodsinternal procurement marketplaceThe aggregated catalogs of all approved suppliers combined into a single internal electronic catalogBenefits of Internal Aggregated (Consolidated) CatalogsQuickly find what desired offering, check availability and delivery times, and complete electronic requisit

25、ion forms, using fewer suppliers5-25Copyright 2010 Pearson Education, Inc. Publishing as Prentice HallOther E-Procurement Methodsdesktop purchasingDirect purchasing from internal marketplaces without the approval of supervisors and without the intervention of a procurement departmentgroup purchasing

26、The aggregation of orders from several buyers into volume purchases so that better prices can be negotiatedInternal Aggregation of Purchasing OrdersExternal Aggregation for Group Purchasing5-26Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall5-27Copyright 2010 Pearson Education, Inc

27、. Publishing as Prentice HallOther E-Procurement MethodsBUYING AT SELLERS SITES AND COLLABORATIVE COMMERCEPURCHASING DIRECT GOODSbartering exchangeAn intermediary that links parties in a barter; a company submits its surplus to the exchange and receives points of credit, which can be used to buy the

28、 items that the company needs from other exchange participants5-28Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall5-29Copyright 2010 Pearson Education, Inc. Publishing as Prentice HallB2B Electronic Exchanges: Definitions and ConceptsFUNCTIONS OF EXCHANGESMatching buyers and seller

29、sFacilitating transactionsMaintaining exchange policies and infrastructure30Copyright 2010 Pearson Education, Inc. Publishing as Prentice HallB2B Electronic Exchanges: Definitions and Conceptsdynamic pricingA rapid movement of prices over time and possibly across customers, as a result of supply and

30、 demand matchingRevenue ModelsTransaction feesService feesMembership feesAdvertising feesOther revenue sources5-31Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall5-32Copyright 2010 Pearson Education, Inc. Publishing as Prentice HallB2B Portals, Directories, and Ownership of B2B Mar

31、ketplacesB2B portalsInformation portals for businessesvortalsB2B portals that focus on a single industry or industry segment; “vertical portals”OWNERSHIP OF B2B MARKETPLACESconsortium trading exchange (CTE)An exchange formed and operated by a group of major companies in an industry to provide indust

32、ry-wide transaction services5-33Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall5-34Copyright 2010 Pearson Education, Inc. Publishing as Prentice HallPartner and Supplier Relationship Managementpartner relationship management (PRM)Business strategy that focuses on providing compreh

33、ensive quality service to business partnersE-COMMUNITIES AND PRM5-35Copyright 2010 Pearson Education, Inc. Publishing as Prentice HallB2B in the Web 2.0 Environment and Social NetworkingTHE OPPORTUNITIESDiscover new business partnersImprove recruitmentEnhance ability to learn about new technologies, competitors, etc.Find sales prospectsImprove participation in industry association activities5-36Copyright 2010 Pearson Education, Inc. Publishing as Prentice HallB2B in the Web 2.0 Environment and Social Networkin