电子商务复习重点Word格式文档下载.docx
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电子商务复习重点Word格式文档下载.docx
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3.ClassificationofECbythenatureofthetransaction
1.Businesstobusiness(B2B):
alloftheparticipantsarebusinessesorotherorganizations.
2.Businesstoconsumer(B2C):
retailtransactionsfrombusinessestoindividualshoppers.
3.B2B2C:
abusinessproviderssomeproductorservicetoaclientbusiness.Theclientbusinessmaintainitsowncustomers,towhomtheproductorserviceisprovided.
4.C2B:
individualswhousetheInternettosellproductsorservicestoorganizations,aswellasindividualswhoseeksellstobidonproductsorservicestheyneed.
5.C2C:
customersselldirectlytoothercustomers.
6.Mobilecommerce:
E-commercetransactionsandactivitiesconductedinawirelessenvironment.
7.Intrabusiness(organizational)EC:
E-commercecategorythatincludesallinternalorganizationalactivitiesthatinvolvetheexchangeofgoods,services,orinformationamongvariousunitsandindividualsinanorganization.
8.Businesstoemployees(B2E):
anorganizationdeliversservices,informationorproductstoitsindividualemployees.
9.Collaborativecommerce:
inwhichindividualsorgroupscommunicateorcollaborateonline.
10.NonbusinessEC:
suchasacademicinstitutions,notforprofitorganizations,religiousorganizations,socialorganizations,andgovernmentagenciesareusingECtoreducetheirexpensesortoimprovetheirgeneraloperationsandcustomerservice.
11.E-government:
governmenttocitizensandtoothers.Inwhichagovernmententitybuysorprovidesgoods,services,orinformationtobusinessesorindividualcitizens.
12.Exchangetoexchanges:
inwhichelectronicexchangesformallyconnecttooneanotherforthepurposeofexchanginginformation.
4.TheStructureofBusinessModels
Revenuemodel:
descriptionofhowthecompanyoranECprojectwillearnrevenue.
Typicalrevenuemodels:
transactionfees,subscriptionfees,advertisementfees,affiliatefees,sales,othermodels.
Valueproposition:
descriptionofthebenefitsacompanycanderivefromusingEC.
5.TypicalBusinessModelsinEC
1.Online,directmarketing.(practicedinB2CandB2B);
2.Electronictenderingsystems(reverseauction);
3.Nameyourownprice.;
4.Findthebestprice.Avariationofthismodelisavailableforinsurance.;
5.Affiliatemarketing:
anarrangementwherebyamarketingpartnerrefersconsumerstothesellingcompany’sWebsite.6.Viralmarketing:
word-of-mouthmarketinginwhichcustomerspromoteaproductorservicetofriendsorotherpeople.7.Grouppurchasing:
quantitypurchasingthatenablespurchaserstoobtainadiscountpriceontheproductspurchased.8.Onlineauctions;
9.Productandservicecustomization:
meanscreationofaproductorserviceaccordingtothebuyer’sspecification.
10.Electronicmarketplacesandexchanges;
11.Supplychainimprovers
6.TheEconomicsofDigitalSystem
Products’CostCurves:
(图)
Thisindicatesthat,atfirst,asquantityincreases,theaveragecostdeclines.Asquantityincreasesstillmore,thecostgoesbackupduetoincreasingvariablecosts(especiallyadministrativeandmarketingcosts)intheshortrun,whenproductioncapacityisfixed.
Incontrast,thevariablecostperunitofdigitalproductsisverylowandalmostfixed,regardlessofthequantity.Therefore,totalcostperunitwilldeclineasquantityincreases,asthefixedcostsarespreadmoreunits.Thisrelationshipresultsinincreasingreturnswithincreasedsales.
Othercostcurves:
productionfunction;
transactioncosts;
agencycosts;
Chapter2E-CommerceMarketMechanisms
1.Marketspaceandmarketspacecomponents
Marketspace:
amarketplaceinwhichsellersandbuyersexchangegoodsandservicesformoney(orforothergoodsandservices),butdosoelectronically.
Marketspacecomponents:
customers,sellers,goods(physicalordigital),infrastructure,afrontend,abackend,intermediaries,otherbusinesspartnersandsupportservices.
2.Typesofelectronicmarkets:
electronicstorefronts,electronicmalls,marketplaces,informationportals
Electronicstorefronts:
referstoasinglecompany’sWebsitewhereproductsandservicesaresold.
Electronicmalls:
anonlineshoppingcenterwheremanystoresarelocated.
Marketplaces:
anonlinemarket,usuallybyB2B,inwhichbuyersandsellersnegotiate;
thethreetypesofe-marketplacesareprivate,public,andconsortia.
Informationportals:
apersonalized,singlepointofaccessthroughaWebbrowsertobusinessinformationinsideanorganization.Fivetypesofportals:
publishingportals,commercialportals,personalportals,corporateportals,mobileportals.
3.Supplychaincomponentsandtypesofsupplychain(integratedmake-to-stock,continuousreplenishment,built-to-order,channelassembly)
Supplychaincomponents:
Upstream:
theactivitiesofsuppliersandtheirsuppliers;
Internal:
allthein-houseprocessesusedintransformingtheinputsreceivedfromthesuppliersintotheorganization’soutputs;
Downstream:
alltheactivitiesinvolvedindeliveringtheproducttothefinalcustomers.
Typesofsupplychain:
integratedmake-to-stock,continuousreplenishment,built-to-order,channelassembly
4.E-distributor,disintermediationandreintermediation,syndication
E-distributor:
ane-commerceintermediarythatconnectsmanufacturers(suppliers)withbuyersbyaggregatingthecatalogsofmanysuppliersinoneplace—theintermediary’sWebsite.
Disintermediation:
eliminationofintermediariesbetweensellersandbuyers.
Reintermediation:
establishmentofnewintermediaryrolesfortraditionalintermediariesthatweredisintermediated.
Syndication:
thesaleofthesamegoodtomanycustomers,whothenintegrateitwithotherofferingsandresellitorgiveitawayfree.
5.liquidityandearlyliquidity
Liquidity:
theneedforacriticalmassofbuyersandsellers
Earlyliquidity:
achievingacriticalmassofbuyersandsellersasfastaspossible,beforeastart-upcompany’scashdisappears.
6.Electroniccatalogsandclassification
Electroniccatalogs:
consistofaproductdatabase,directoryandsearchcapabilities,andapresentationfunction.Theyarethebackboneofmoste-commercesites.
Electroniccatalogscanbeclassifiedaccordingtothreedimensions:
1.Thedynamicoftheinformationpresentation.
2.Thedegreeofcustomization.
3.Integrationwithbusinessprocesses.
7.Dynamicpricingandtypesofauctions
Dynamicpricingreferstopricesthatchangebasedonsupplyanddemandrelationshipsatanygiventime.
Typesofauctions:
onebuyer,oneseller;
oneseller,manypotentialbuyers;
onebuyer,manypotentialsellers;
manysellers,manybuyers(图)
Chapter3RetailinginE-Commerce:
ProductsandServices
1.Definitionsofe-tailingande-tailors
E-tailing:
retailingconductedonline,overtheInternet.
E-tailors:
thosewhoconductretailbusinessovertheInternet.
2.E-tailingbusinessmodels(classificationsbyrevenuemodelanddistributionchannel)
Classificationsbyrevenuemodel:
productsales,subscription,transaction-fee,advertising-supported,andsponsorshipmodels.
Classificationsbydistributionchannel:
Directmarketing:
marketdirectlyfromcompanysitestoindividualcustomers.
Pure-playe-tailors:
thesee-tailorshavenophysicalstores,onlyanonlinesalespresence.
Click-and-mortarretailers:
thesearetraditionalretailerswithasupplementaryWebsite.
Chapter4ConsumerBehavior,CustomerService,andAdvertising
1.Typesofconsumersandvariablesinthepurchasingenvironment
Onlinecustomerscanbedividedintotwotypes:
individualcustomer,whogetmuchofthemediaattention,andorganizationalbuyers,whodomostoftheactualshoppingincyberspace.
Thevariablesinthepurchasingenvironment:
socialvariables,cultural/communityvariables,otherenvironmentvariablesincludetheavailableinformation,governmentregulation,legalconstraints,andsituationalfactors.
2.Genericpurchasing-decisionmodel
Agenericpurchasing-decisionmodelconsistsoffivemajorphases:
1.needidentification,2.informationsearch,3.evaluationofalternatives,4.purchaseanddelivery,5.after-purchasingevaluation.
3.Collaborativefiltering
Collaborativefiltering:
apersonalizationmethodthatusescustomerdatatopredict,basedonformulasderivedfrombehavioralstudies,whatotherproductsorservicesacustomersmayenjoy;
predictionscanbeextendedtoothercustomerswithsimilarprofiles.
Variationsofcollaborativefiltering:
rule-basedfiltering,content-basedfiltering,activity-basedfiltering.
4.Onlinemarketresearchmethods
Onlinemarketresearchmethodsrangefromone-to-onecommunicationwithspecificcustomers,usuallybye-mail,tomoderat
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