MBA电子商务Topic1.pptx
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MBA电子商务Topic1.pptx
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1,ISY00740E-BusinessforManagers,“Topic1-E-businessBasics”JunXUSouthernCrossBusinessSchoolSouthernCrossUniversity,Thanksforyourcoming,GoodDay,Mate,2,LearningObjectives,Definee-businessandidentifydifferenttypesofe-business,differente-businessbusinessmodels,andcomponentsofe-business.Discussbenefitsandlimitationsofe-businessDiscussthedevelopmentofe-businessinrelationtochangesinthebusinessenvironment.Discusstheimpactofe-businessoncompetitionDiscusstheimpactofe-businessonindustrystructureEvaluatethelikelyimpactofe-businessonanindustry,3,IntroduceE-Commerce/E-Business,“Fewconceptshaverevolutionizedbusinessmoreprofoundlythane-commerce.E-commerceischangingtheshapeofcompetition,thespeedofaction,andthestreamliningofinteractions,products,andpaymentsfromcustomerstocompaniesandfromcompaniestosuppliers.”,(kalakota&Whinston1997),4,Background,TheInternethasemergedasamajor,perhapseventuallythemajor,worldwidedistributionchannelforgoods,services,managerialandprofessionaljobsThisisprofoundlychangingeconomics,marketsandindustrystructure,productsandservicesandtheirflow,consumersegmentation,consumervalues,consumerbehavior,jobs,andlabormarketsTheimpactmaybeevengreateronsocietiesandpolitics,andonthewayweseetheworldandourselvesinitTheinternethasrewrittentherulesforbusinessandtransformedmanyindustries,e.g.,book,travel,music,accommodation,internetphone,realestate.,5,ECDevelopment,FromEFT(forlargefirms)toEDI(needprivatenetworks)toWeb-basedEDI,Extranet,Intranet,ElectronicMarketplace,.ECisgettingmoreandmorepopularandexpandrapidlyWhy?
Asaresultoftherapiddevelopmentofinternettechnologiesandtheincreaseincompetitionandotherbusinesspressures.,6,GlobalOnlinePopulation-Dec2011Data,7,8,(SeeReading1.3),9,(SeeReading1.4),10,E-CommerceRevenue,AccordingtoEconomistIntelligenceUnit(2009)aroundhalfoftheapproximate1.5billionInternetuserswillshoponlinein2009andfurther400millionmoreinternetuserswillpurchaseontheInternetby2012.Theprojectedover1billiononlineshoppersby2012willmakethetransactionvalueofbusinesstoconsumer(B2C)e-businessmarketreachingUS$1.2trillion.ButbythenB2Be-businesswillbeworthUS$12trillion(10timesofB2Ce-businesstransactions),11,Whatise-commerce?
MeansdifferentthingstodifferentpeoplelikethesixblindmenandtheelephantCanbedefinedfromdifferentperspectives,CommunicationsCommercial(trading)BusinessProcessServiceLearningCollaborativeCommunitye-business,e-commerce,digitalbusiness,digitalenterprise:
differentorsame?
Whatdoyouthink?
12,E-Commerce/E-BusinessDefined,e-business:
abroaderdefinitionofEC,whichincludes:
buyingandsellingofgoodsandservicesservicingcustomerscollaboratingwithbusinesspartnersconductingelectronictransactionswithinanorganizationInourtext,E-businessandE-commerceareusedinterchangeably.,13,FocusofthisUnit,E-commercehasmanyperspectivesInthisunitwefocusprimarilyongeneralknowledgeandunderstandingrequiredbymanagers-inotherwordsamanagementandbusinessperspectiveWefocusonconceptsandapplicationsratherthanontechnology,14,Whatdoyouneedtoknow-Topicsdiscussedinthisunit,T1FoundationsofE-commerce/E-BusinessT2TechnologyFoundationsT3B2C:
E-retailingT4:
B2C:
InternetMarketingT5:
B2B&SupplyChainT7/T8/T9OtherTypesofEB/ECT10:
PlanningandLaunchingE-initiativesT11:
StrategicandPolicyIssuesT12:
SuccessFactors,Challenges,FutureDirections,15,Assessment,16,(Turbanetal.2010,p.48),17,(Turbanetal.2012,p.50),18,ClassificationofECbyTransactionsorInteractions,business-to-consumer(B2C)business-to-business(B2B)e-tailing:
onlineretailing,usuallyB2CConsumer-to-Consumer(C2C)business-to-business-to-consumer(B2B2C)consumer-to-business(C2B)peer-to-peer(P2P)mobilecommerce(m-commerce),location-basedcommerce(l-commerce)intrabusinessECbusiness-to-employees(B2E)collaborativecommerce(c-commerce)e-learningexchange(electronic)exchange-to-exchange(E2E)e-government,19,E-commerceBusinessModels,Businessmodelsamethodofdoingbusinessbywhichacompanycangeneraterevenuetosustainitself,whichnormallyincludesrevenuemodelandvalueproposition.Revenuemodel:
DescriptionofhowthecompanyoranECprojectwillearnmoneyValueproposition:
ThebenefitsofacompanycanderivefromusingECWhatisthedifferencebetweenbusinessmodel,businessplanandbusinesscase?
20,(Turbanetal.2012,p.74),21,TypicalBusinessModelsinE-Commerce,OnlinedirectmarketingElectronictenderingsystemstendering(bidding)system:
Modelinwhichabuyerrequestswould-besellerstosubmitbids;thelowestbidderwinsElectronicmarketplacesandexchangesViralmarketingSocialnetworkingandWeb2.0toolsAlsonameyourownprice,grouppurchasingandothers.,22,(DevelopedfromTurbanetal.2010),23,SomeDriversofECGrowth(Turbanetal.2012),24,(Turbanetal.2012,p.78),Exhibit1.16LimitationsofElectronicCommerce,25,BarriersofEC,SecurityTrustandriskLackofqualifiedpersonnelLackofbusinessmodelsCulture,UserauthenticationandlackofpublickeyinfrastructureOrganizationFraudSlownavigationontheInternetLegalissues,26,HowInternetInfluencesIndustryStructure,(Turbanetal.,p.123),27,UsePortersmodeltoassessthecompetitivepositionofalargeonlinetrader.Itissuggestedthatthediscussionisof(asanonlinebookstore)againstitsonlineandconventionalcompetitors.Theexternalforcesare:
Suppliers,principallythepublishers;Buyers,thebookbuyingpublic;NewEntrants,thepossibilityofnew(largescale)onlinebookshopsbeingsetup;Substitution,thattherewouldbeanewsaleschannelforbooksorthatthebookitselfwouldbereplacedbyalternativemedia.,Discussion,28,IntermediationinE-Commerce,Intermediaries(brokers)providevalue-addedactivitiesandservicestobuyersandsellersIntermediariesinthephysicalworldarewholesalersandretailersInfomediaries:
electronicintermediariesthatcontrolinformationflowincyberspace,oftenaggregatinginformationandsellingittoothersE-distributor:
Ane-commerceintermediarythatconnectsmanufacturers(suppliers)withbusinessbuyersbyaggregatingthecatalogsofmanysuppliersinoneplacetheintermediarysWebsite,29,InfomediariesandtheinformationFlowModel,(Turbanetal.2012,p.48),30,Rolesandvalueofintermediariesine-markets,SearchcostsLackofprivacyIncompleteinformationContractriskPricinginefficiencies,31,DisintermediationandRe-intermediation,Disintermediation:
EliminationofintermediariesbetweensellersandbuyersRe-intermediation:
Establishmentofnewintermediaryrolesfortraditionalintermediariesthatweredisintermediated,32,Syndication:
Thesaleofthesamegood(e.g.,digitalcontent)tomanycustomers,whothenintegrateitwithotherofferingsandresellitorgiveitawayfree,SyndicationasanECmechanism,(Turban06,p.679),33,ImpactsofEConBusinessProcessesandOrganizations,ImprovedirectmarketingTransformingorganizationsOrganizationallearningThechangingnatureofworkRedefiningorganizationsECredefinesorganizationsbecauseitprovidesthemwithoptionsthatwerenotavailableinthepast,34,ChangesintheSupplyChain,(Turbanetal.2010,p.130),
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