电子商务与贸易实务（英文版）(ppt 60)

1、EC AND BUSINESS OPERATION电子商务与贸易实务请用5分分钟书面面回答以以下问题题，答完完后请在在课后交交过来：企业名称称，规模模，行业业，产品品姓名，职职位，学学历，就就业时间间你家里有有没有计计算机，能不能能上网，对你的的计算机机应用能能力进行行评价。你所在单单位计算算机有多多少台，有无网网络，能能不能上上网，有有没有网网站，有有没有信信箱，利利用率如如何。你，以及及单位，在与其其他机构构，如政政府部门门之间的的文件交交换是什什么形式式？政府府部门有有没有要要求这你你或单位位提供电电子文档档？单位有没没有计算算机管理理系统？如ERP，如如有，利利用水平平如何。单位有没没

2、有集成成制造系系统，如如有，利利用率如如何？WHAT IS EC什么是电电子商务务DefinitionsandContentofFieldElectronic Commerce (EC)iswherebusinesstransactions takeplacevia telecommunicationsnetworks,especiallytheInternet.Electronic commerce describesthebuying andselling of products,services,and information viacomputernetworksincludingth

3、e Internet.Theinfrastructurefor EC is anetworkedcomputingenvironmentinbusiness,home,and government.E-Business describesthebroadestdefinitionofEC.Itincludescustomerserviceandintrabusinesstasks.Itisfrequentlyused interchangeablywith EC.PureVs.Partial ElectronicCommerceThreedimensionstheproduct(service

4、)soldphysical/digital;theprocessphysical/digitalthedeliveryagent(or intermediary)physical/digitalTraditionalcommercealldimensionsarephysicalPure ECalldimensionsaredigitalPartial ECallotherpossibilitiesinclude amix of digitaland physical dimensionsPhysicalagentDigital agentDigital ProductPhysicalProd

5、uctPhysicalprocessDigital processVirtual processVirtual delivery agentVirtual productElectronic commerce areasThe core of electronic commerceTheDimensionsofElectronic CommerceTraditional commerceAmarketisa networkofinteractions andrelationships where information,products,services, andpaymentsareexch

6、anged.Themarket handlesall thenecessarytransactions.Anelectronic marketisa place where shoppers andsellers meetelectronically.Inelectronic markets, sellersand buyersnegotiate, submitbids,agreeonanorder,and finishtheexecution on-oroff-line.Electronic MarketsAninterorganizational information system(IO

7、S)involvesinformationflow among twoormore organizations.Itsmajorobjective is efficientroutine transaction processing, suchastransmitting orders,bills, andpaymentsusingEDIorextranets.Scope:An IOSisa unifiedsystem encompassingtwoorseveralbusinesspartners.A typicalIOS includes acompanyandits suppliersa

8、ndand/or customers.InterorganizationInformationSystemsBusiness-to-businessBusiness-to-customerIntrabusinesstransactionsOthersClassification of Electronic CommerceClassificationofECbytheNatureoftheTransactionsAPPLICATIONOFECINDIFFERENTFIELD电子商务务在不同同领域中中的应用用RetailingElectronic MarketingDirectmarketing

9、CustomizationOnlinecustomerserviceElectronic shopping malls:Intermediaries(e.g.InternetMall)Stores(e.g.Amazon,J.C.Penney Online)Electronic intermediariesGlobalmarketingCustomerscan order fromcyberstores24hoursaday, 7daysa weekfromanyplaceinthe world11Shopper/PurchaserSeller/SupplierElectronic Market

10、(TransactionHander)Electronic commercenetwork(Infrastructure)Product/service information requestPurchase requestPayment or payment advicePurchase fulfillment requestPurchase change requestResponse to fulfillment requestShipping noticePayment approvalElectronic transfer of fundsElectronic transfer of

11、 fundsShopper/Purchasers BankPayment remittance noticeElectronic transfer of fundsTransaction Handlers Bank(Automated Clearing House)Seller/Suppliers BankElectronic Markets Prentice Hall, 2000Response to information requestPurchase acknowledgmentShipping noticePurchase/service delivery (if online)Pa

12、yment acknowledgmentActiveElectronicIntermediariesPure electronicmallCompanysretailing business existsonly on theInternetElectronic distributorstake fullresponsibilityoffulfillingordersand collectingpaymentsElectronic brokersassistthe searchprocess of findingthe appropriate products andtheirvendorsP

13、artial electronicmallElectronic mallasone of existing distributionchannelsAidingComparisonShoppingSearchhypertext files by agentsSearchinaweb-baseddatabasebothbyhumanandsoftwareagents withinane-mallComparable itemretrieval andtabular comparisonComparisonsover multiple mallsComparisonsasa multiple cr

14、iteria decision makingInternetConsumersand MarketResearchTheImportanceofCustomersCompetition“fighting” on customerstosucceed :controlthe3CsCustomerscustomersbecomesa King/Queentosucceed :findingandretaining customersChangeECisa newdistributionchanneltosucceed :convincecustomers to go onlineandthento

15、chooseyourcompany overthe onlinecompetitorsThemajorpressures arelabeled the3CsOne-to-One MarketingRelationshipmarketing“Overtattemptofexchangepartnerstobuilda longtermassociation,characterizedbypurposeful cooperation andmutualdependenceonthedevelopmentofsocial,aswell as structural, bonds”“Treatdiffe

16、rent customersdifferently”Able to changethemanner itsproductsareconfiguredoritsserviceisdelivered, based on theindividual needs of individualcustomersConsumerDemographics(1998)VariablesInfluencingDecisionMaking ProcessAge(mostly21-30year-old)Marital status(41% married&39%single)Educationallevel(81%

17、withatleastsomecollege education& 50%obtainedatleastbaccalaureate degree)Ethnicity(87%whiteinAmerica)Occupation (26%educational-relatedfield,22% computers& 22%otherprofessionals) Prentice Hall, 20008AnsweringcustomerinquiresProvidingtechnical andotherinformationLetting customerstrackaccountsororders

18、tatusAllowingcustomerstocustomize andorderonline Prentice Hall, 200021TypesofCustomerService FunctionsToolsofCustomerServicePersonalizedWeb Pagesused to recordpurchasesand preferencedirectcustomizedinformationtocustomersefficientlyChat Roomdiscuss issueswith companyexperts;withothercustomersE-mailus

19、ed to disseminate information,send productinformationand conductcorrespondenceregarding anytopic,but mostlyinquiriesfromcustomersFAQsnotcustomized,nopersonalized feelingand contributiontorelationshipmarketingUsingonlinetechnologytoconduct surveysMore efficient,faster,andcheaperdata collection, anda

20、moregeographicallydiverseaudiencethan those found in off-line surveysAbility to incorporate radio buttons, data-entryfields andcheckboxesinthesurveysEliminatingthedatareentry errors(fromquestionnairestothecomputer, foranalysis)Notsuitablefor every customer or productitisskewedtoward highlyeducatedma

21、leswith highdisposalincomeOnlineMarket ResearchOnlineMarket Research MethodPost strategicqueries to newsgroupsPost surveysonyourWebsiteOfferrewards forparticipationPost strategicqueries on yourWeb sitePost relevant contenttogroups withapointer to yourWeb sitesurveyPost adetailedsurvey in speciale-ma

22、il questionnairesCreateachat roomand trytobuilda communityofconsumersAdvertisement in ElectronicCommerceWhyInternetAdvertisement?Three-quartersofPCusersgave up sometelevisiontimeInternetusersarewelleducatedwith high-income,whichmakesthem adesiredtargetfor advertisersAdscan be updatedany timewitha mi

23、nimalcost;therefore theyare timelyandveryaccurateAdvertisingMethodsBannersBannerSwappingBannerExchangesPaid Advertising andAdAgenciesSplashScreenURL(UniversalResourceLocators)E-mailChat RoomsBBSECinService IndustriesTraveland TourismServicesBytheyear2000,closeto25percent of allbusiness-tocustomerInt

24、ernetcommercewill be relatedtotourismTheInternetisanidealplacetoplan,explore,and arrangealmost anytripIBMsvisionofseamlesselectronictravelusingsmartcardsTheEmploymentPlacementMarketEmployersare lookingfor employeeswith specific skills,and individuals arelooking fora jobVery volatile marketMovedtothe

25、InternetMillionsofjobseekers,hundredofthousandsofjobsReal Estate:FromVirtual Realtors to VirtualRealityYoucan viewmanyproperties on thescreenYoucan sortand organize propertiesYoucan finddetailedinformationaboutthe propertiesYoucan search,compareandapplyfor loansTrading StocksOnlineCostsbetween $7 an

26、d$20per transaction (Vs.$30 -$100intraditionalbrokerage)Nowaiting on busytelephone linesNooral communication, lesschance forerrorsPlaceordersfromanywhere,any time, dayornightNobiasedbroker to pushyouConsiderableamount of freeinformationImplementationIssuesinBankingandOnline TradingCyberbankingand Pe

27、rsonal FinanceEncrypted SSL Session & Digital Certificate Verification InitiatedExternal FirewallB of AWeb ServerInternal FirewallB of A Application ServerBank of AmericaSecuritySystemLogon ScreenUser IDUser PasswordB of AWeb SiteCustomersComputerSecuringFinancialTransactionsApplicationCase:Security

28、atNationsBankBilling OnlineConsumerBill ConsolidatorBillersPhoneCredit CardUtilitySuch payments canbemade intoany bankaccount.Manypeople paytheirmonthly rentand other bills directly intothe payeesbankaccounts.Electronic CreditCard SystemontheInternetThePlayersCardholderMerchant(seller)Issuer(yourban

29、k)Acquirer(merchantsfinancialinstitution, acquires thesalesslips)Brand(VISA,Master Card)Electronic FundTransfer(EFT)onthe InternetAnArchitectureofElectronicFund Transfer on theInternetInternetPayerCyber BankBankCyber BankPayeeAutomatedClearinghouseVANBankVANPaymentGatewayPaymentGatewayOTHERE-PAYMENT

30、SmartCardsElectronic Cashand MicropaymentsElectronic Check SystemsAuctions:FromTheorytoPracticeEarlyauctioning doneonlocalareanetworkstheauctioningofpigs in TaiwanandSingaporetheauctioningofflowers in Hollandtheauctioningofcars in JapanAuctionsontheInternetstartedin1995similar to offlineauctions, ex

31、ceptforthe factthatthey aredone on acomputersome lastdays,others ashorttimedetailedinformationisavailablestartbidding by sendinge-mail or fillingout an electronicformnamesofbidders arekept coded to maintain privacyBenefitsandLimitationsBenefitsForsellerSellsgoodsefficientlySellsgoodswith littleactio

32、noreffortCreates agreaterrangeofpotentialbuyersSellsexcessinventoriesquicklyviathisprocessForbuyersGets ahugevariety of goodsFindsquality goods forlargely discountedpricesLimitationsInabilitytophysicallyseethe itemsPossibilityoffraudLess competitive atmospheremay prevailonthe NetOnlinePublishingThee

33、lectronicdeliveryofnewspapers,magazines, news, andotherinformationthrough theInternetOnlinePublishingTodayandTomorrowTodaymainly usedfor disseminatinginformationand forconducting sales transactionsinteractivelyTomorrowincludemore customizedmaterialthatthereader willreceivefree,orwill payforVirtual T

34、eaching andUniversitiesKnowledgeDisseminationMany universitiesareofferinglimitedcourses anddegrees butuseinnovativeteachingmethods andmultimedia supportMBAprograminHong Konglecturesaredelivered as an interactive TV (iTV)studentscandecide whatand whentheywant to attend thelecturelecture,support mater

35、ial,exercisesetc.areprovidedonthe WebERPAND BUSINESS MANAGEMENT企业资源源计划与与工商管管理Business-to-BusinessElectronic CommerceMajorConceptsOrderfulfillment:DeliverrightorderontimeFrontofficeoperations:Ordertaking,advertisement,CRMBack officeoperations:Accounting,finance,inventor,packaging,logisticsLogistics:

36、Managing theflow of goods,informationandmoneyalongthe supplychainSupplyChainDefinitionAllactivitiesassociated withthe flowand transformation of goods fromraw materialstoendusers2nd TierSupplierUpstreamInternalDownstream2nd TierSupplier2nd TierSupplier1st TierSupplier1st TierSupplierAssembly/Manufact

37、uring andPackagingDistributionCentersRetailersCustomersGrainProducerProcessingFacilityPackagingDistributorStoreCustomersCorrugateManufacturerLumberCompanyLabelManufacturerGrainCerealPackaged CerealLabelsWordPaperboardThebullwhipeffectSlightchangesinactualdemand createproblemsPartnersbuild“justincase

38、”inventoriesLack of trust among partnersStockpillingresult in hugecostThemanufacturerscannot planproductionCannotordermaterialfromsuppliersSupplyChainManagementDefinition:Flow of material,information,money, etc.fromrawmaterialsuppliers throughfactories to customersItincludes:organizations,procedures

39、,peopleSCM: Integration of thebusinessprocessesalongthe chain,Planning,Organizing,controlofmany activitiesActivities:Purchasing,delivery,packaging,checking,warehousing, etc.ITasproblem solverEvolutionofSoftwareIntegrationCompletely Independent of eachotherMRP= Material RequirementsPlanning:Inventory

40、, productionMRPII=ManufacturingRequirementsPlanningmore integrated, MRP+Finance+laborERP=EnterpriseResourcesPlanningAllfunctionalareasExtendedERP=Includesuppliers, customersFrom SAPtomySAP.comSAP=TraditionalERP=AutomateandIntegrate transactionsMySAP.com=webbasedcomprehensivesystemWorkplace-a persona

41、lized,role-basedinterfaceMarketplace- onestop destination forbusinessprofessionaltocollaborateBusinessScenarios-productsforthe Internet andintranetApplication-hosing-hosting Webapplicationsfor SMEsEnterprise Resource Planning (ERP)ERP= Integrating business processesandactivitiesinreal timeSolvesmany

42、supplychainproblemsNecessaryfor mediumtolargecorporationsHelpful alsofor someSMEsNeed to interfacewith EC order takingsystemManages allroutine transactionsintheEnterpriseRecentlyextendedtosuppliersand customersPost ERP(2nd Generation)1stgeneration-transactionprocessing orientation2ndgenerationinclud

43、ingdecisionmaking capabilitiesECrequiresdecisionsupportECrequiresbusinessintelligenceSCMsoftware:Production Planning,Manpowerutilization,Profitabilitymodels, marketanalysis.IntegrationofSCMcapabilitiesOtheraddedfunctionalities: CRM,KMASPLeasing information systemsapplicationBack to thedays of “time sharing”A riskpreventionstrategyVery popularwithERP(expensive,cumbersome)INFRASTRUCTUREOFEC电子商务务的基础础A globalnetworkedenvironmentisknownastheInternetA counterpart withinorganizations,isc