电子商务概论(ppt 81页).pptx
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电子商务概论(ppt 81页).pptx
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1,CengageLearning2015,电子商务概论,张昕瑞管理学院上海理工大学,2,课程要求,上课要求:
课前请假、避免迟到早退随机点名三次缺勤,课程无成绩课程评分标准:
平时20%;小组作业及演讲40%;考试40%;其中:
小组作业(内容40%、效果40%、PPT或多媒体20%)小组构成:
46人一组,Discussion,Whatise-commerce/business?
Whate-commerce/businesscompanydoyouknow?
Whatsthecorebusinessofthiscompany?
Whypeoplechoosetodobusinessonline?
Whatsthetrendofe-commerce/business?
1-7,IntroductiontoElectronicCommerce,Chapter1,8,CengageLearning2015,LearningObjectives,Inthischapter,youwilllearnabout:
WhatelectroniccommerceisandhowithasevolvedWhycompaniesconcentrateonrevenuemodelsandtheanalysisofbusinessprocessesinsteadofbusinessmodelswhentheyundertakeelectroniccommerceinitiativesHoweconomicforceshavecreatedabusinessenvironmentthatisfosteringthecontinuedgrowthofelectroniccommerce,CengageLearning2015,9,9,LearningObjectives(contd.),HowbusinessesusevaluechainsandSWOTanalysistoidentifyelectroniccommerceopportunitiesTheinternationalnatureofelectroniccommerceandthechallengesthatariseinengaginginelectroniccommerceonaglobalscale,CengageLearning2015,10,10,Introduction,Late1990s:
fewcompaniesdoingbuyingorsellingonlineAmazon,EBayestablishingfootholds1998:
GooglesearchengineestablishedProvidedmorerelevantsearchresultsthanexistingsearchengineWebsitesSellsadvertisingbasedonakeywordbiddingmodelOneofmostsuccessfulonlinecompaniestoday,CengageLearning2015,11,TheEvolutionofElectronicCommerce,ElectroniccommercehistoryRapidgrowthfrommid-1990sto2000“Dot-comboom”followedby“dot-combust”2000to2003:
overlygloomynewsreports2003:
signsofnewlifeSalesandprofitgrowthreturnElectroniccommercegrowingatarapidpaceElectroniccommercebecomespartofgeneraleconomy,CengageLearning2015,12,12,TheEvolutionofElectronicCommerce,Electroniccommercehistory(contd.)2008generalrecessionElectroniccommercehurtlessthanmostofeconomyFrom2003tothepresentElectroniccommerceexpandedmoreingoodtimesandcontractedlessinbadtimes,CengageLearning2015,13,13,ElectronicCommerceandElectronicBusiness,ElectroniccommerceShoppingontheWebBusinessestradingwithotherbusinessesInternalcompanyprocessesBroaderterm:
electronicbusiness(e-business)IncludesallbusinessactivitiesusingInternettechnologiesInternetandWorldWideWeb(Web)WirelesstransmissionsonmobiletelephonenetworksDot-com(puredot-com)Businessesoperatingonlyonline,CengageLearning2015,14,14,CategoriesofElectronicCommerce,Business-to-consumer(B2C)ConsumershoppingontheWebBusiness-to-business(B2B):
e-procurementTransactionsconductedbetweenWebbusinessesSupplymanagement(procurement)departmentsNegotiatepurchasetransactionswithsuppliersBusinessprocessesUseofInternettechnologieswithinthebusiness,15,15,CengageLearning2015,CategoriesofElectronicCommerce(contd.),BusinessactivityTaskperformedbyaworkerinthecourseofdoinghisorherjobMayormaynotberelatedtoatransactionTransactionExchangeofvaluePurchase,sale,orconversionofrawmaterialsintofinishedproductInvolvesatleastonebusinessactivity,CengageLearning2015,16,CategoriesofElectronicCommerce(contd.),BusinessprocessesGroupoflogical,related,sequentialactivitiesandtransactionsWebhelpingpeopleworkmoreeffectivelyTelecommuting(telework),CengageLearning2015,17,RelativeSizeofElectronicCommerceElements,RoughapproximationshowninFigure1-1DollarvolumeandnumberoftransactionsB2BmuchgreaterthanB2CNumberoftransactionsSupportingbusinessprocessesgreaterthanB2CandB2Bcombined,CengageLearning2015,18,CengageLearning2015,19,FIGURE1-1Elementsofelectroniccommerce,CengageLearning2015,RelativeSizeofElectronicCommerceElements(contd.),Consumer-to-consumer(C2C)IndividualsbuyingandsellingamongthemselvesWebauctionsiteC2CsalesincludedinB2CcategorySelleractsasabusiness(fortransactionpurposes)Business-to-government(B2G)BusinesstransactionswithgovernmentagenciesPayingtaxes,filingrequiredreportsB2GtransactionsincludedinB2Bdiscussions,CengageLearning2015,20,20,CengageLearning2015,21,FIGURE1-2Electroniccommercecategories,CengageLearning2015,TheDevelopmentandGrowthofElectronicCommerce,Peopleengagingincommerce:
AdoptavailabletoolsandtechnologiesInternetChangedwaypeoplebuy,sell,hire,andorganizebusinessactivitiesMorerapidlythananyothertechnologyElectronicFundsTransfers(EFTs)WiretransfersElectronictransmissionsofaccountexchangeinformationUsesprivatecommunicationsnetworks,CengageLearning2015,22,22,TheDevelopmentandGrowthofElectronicCommerce(contd.),ElectronicDataInterchange(EDI)Business-to-businesstransmissionofcomputer-readabledatainstandardformatStandardtransmittingformatsbenefitsReduceserrorsAvoidsprintingandmailingcostsEliminatesneedtoreenterdataTradingpartnersBusinessesengaginginEDIwitheachotherEDIpioneers(example:
Walmart)improvedpurchasingprocessesandsupplierrelationships,CengageLearning2015,23,23,TheDevelopmentandGrowthofElectronicCommerce(contd.),ProblemfacedbyEDIpioneersHighimplementationcostExpensivecomputerhardwareandsoftwareEstablishingdirectnetworkconnectionstotradingpartnersorsubscribingtovalue-addednetwork(VAN)Value-addednetwork(VAN)IndependentfirmofferingEDIconnectionandtransaction-forwardingservicesEDIcontinuestobealargeportionofB2Belectroniccommerce,CengageLearning2015,24,24,TheFirstWaveofElectronicCommerce,1995-2003,1997to2000Morethan12,000Internetbusinessesbegun2000to2003$200billioninvestedFueledonlinebusinessactivitygrowthrebirth2008to2009recessionGrowthcontinued,butataslowerrate,CengageLearning2015,25,25,CengageLearning2015,26,FIGURE1-3ActualandestimatedglobalonlinesalesinB2CandB2Bcategories,CengageLearning2015,TheSecondWaveofElectronicCommerce,2004-2009,ElectroniccommercefirstandsecondwavecharacteristicsRegionalscopeFirstwave:
UnitedStatesphenomenonSecondwave:
internationalStart-upcapitalFirstwave:
easytoobtainSecondwave:
companiesusinginternalfundsInternettechnologiesusedFirstwave:
slowandinexpensive(especiallyB2C)Secondwave:
broadbandconnections,CengageLearning2015,27,27,TheSecondWaveofElectronicCommerce,2004-2009(contd.),Firstandsecondwavecharacteristics(contd.)Electronicmail(e-mail)useFirstwave:
unstructuredcommunicationSecondwave:
integralpartofmarketing,customercontactstrategiesRevenuesourceFirstwave:
onlineadvertising(failed)Secondwave:
Internetadvertising(moresuccessful),CengageLearning2015,28,28,TheSecondWaveofElectronicCommerce,2004-2009(contd.),Firstandsecondwavecharacteristics(contd.)DigitalproductsalesFirstwave:
fraughtwithdifficulties(musicindustry)Secondwave:
supportslegaldistributionontheWebBusinessonlinestrategyFirstwave:
first-moveradvantageSecondwave:
secondmousegetsthecheeseWeb2.0technologiesUsersparticipateincreatingandmodifyingcontent,CengageLearning2015,29,29,TheThirdWaveofElectronicCommerce,FactorsinthethirdwaveEmergenceofmobilecommerceSmartphonetechnologyandtabletcomputershavemadeInternetavailableeverywhereEver-increasingnumberofpeoplehaveaccesstotheInternetCriticalmassofmobileuserswithpowerfuldevicesWidespreadparticipationinsocialnetworkingOftenusedtopromoteorsellgoodsandservices,CengageLearning2015,30,TheThirdWaveofElectronicCommerce(contd.),Factors(contd.)SmallerbusinessesusingInternetforsales,purchasing,andraisingcapitalCrowdsourcingAnalysisoflargeamountsofcollectedcustomerdataBigdataDataanalyticsTrackingtechnologiesintegratedintoB2BelectroniccommerceRFIDdevicesBiometrictechnologies,CengageLearning2015,31,CengageLearning2015,32,FIGURE1-4Keycharacteristicsofthefirstthreewavesofelectroniccommerce,CengageLearning2015,BusinessModels,RevenueModels,andBusinessProcesses,BusinessmodelSetofprocessescombinedtoachievecompanygoal(typicallyprofit)ElectroniccommercefirstwaveInvestorssoughtInternet-drivenbusinessmodelsExpectationsofrapidsalesgrowth,marketdominanceSuccessful“dot-com”businessmodelswereemulatedMichaelPorterarguedbusinessmodelsdidnotexist,CengageLearning2015,33,33,BusinessModels,RevenueModels,andBusinessProcesses(contd.),Insteadofcopyingmodel,examinebusinesselementsStreamline,enhance,andreplacewithInternettechnologydrivenprocessesRevenuemodelusedtodaySpecificcollectionofbusinessprocessesIdentifycustomersMarkettothosecustomersGeneratesalesClassifyrevenue-generatingactivitiesforcommunicationandanalysispurposes,CengageLearning2015,34,34,FocusonSpecificBusinessProcesses,ExamplesofbusinessprocessesPurchasingrawmaterialsorgoodsforresaleConvertingmaterialsandlaborintofinishedgoodsManagingtransportationandlogisticsHiringandtrainingemployeesManagingbusinessfinancesIdentifyprocessesbenefitingfrome-commercetechnologyInternettechnologiesasameanstofacilitatebusinessprocesses,CengageLearning2015,35,35,RoleofMerchandising,MerchandisingCombinationofstoredesign,layout,andproductdisplayknowledgeSalespeopleskillsIdentifycustomerneedsFindproductsorservicesmeetingneedsMerchandisingandpersonalsellingDifficulttopracticeremotelyWebsitesuccessTransfermerchandisingskillstotheWebEasierforsomeproductsthanothers,CengageLearning2015,36,36,Product/ProcessSuitabilitytoElectronicCommerce,Evaluatingadvantages/disadvantagesofelectroniccommerceSuitabilityisdependentonavailabletechnologiescurrentstateChangeasnewe-commercetoolsemerge,CengageLearning2015,37,Discussion:
whyAmazonbeganwithsellingbooks?
CengageLearning2015,38,FIGURE1-5Businessprocesssuitabilitytotypeofcommerce,CengageLearning2015,Product/ProcessSuitabilitytoElectronicComme
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