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1、Chapter 1Overview of Electronic CommerceLearning Objectives1.Define electronic commerce(EC)and describe its various categories.2.Describe and discuss the content and framework of EC.3.Describe the major types of EC transactions.4.Describe the digital revolution as a driver of EC.5.Describe the busin
2、ess environment as a driver of EC.2Learning Objectives6.Describe some EC business models.7.Describe the benefits of EC to organizations,consumers,and society.8.Describe the limitations of EC.9.Describe the contribution of EC to organizations responding to environmental pressures.34Electronic Commerc
3、e:Definitions and Conceptslelectronic commerce(EC)The process of buying,selling,or exchanging products,services,or information via computer networks5Electronic Commerce:Definitions and ConceptslEC can be defined from these perspectives:lBusiness processlService:速度、成本、质量lLearninglCollaborationlCommun
4、ity6Electronic Commerce:Definitions and Conceptsle-businessA broader definition of EC that includes not just the buying and selling of goods and services,but also servicing customers,collaborating with business partners,and conducting electronic transactions within an organization7Electronic Commerc
5、e:Definitions and ConceptslPure versus Partial EClEC can take several forms depending on the degree of digitization 1.the product(service)sold2.the process(e.g.,ordering,payment,fulfillment)3.the delivery method8Electronic Commerce:Definitions and Concepts9Electronic Commerce:Definitions and Concept
6、slbrick-and-mortar(old economy)organizationsOld-economy organizations(corporations)that perform their primary business off-line,selling physical products by means of physical agentslvirtual(pure-play)organizationsOrganizations that conduct their business activities solely online10Electronic Commerce
7、:Definitions and Conceptslclick-and-mortar(click-and-brick)organizationsOrganizations that conduct some e-commerce activities,usually as an additional marketing channel11Electronic Commerce:Definitions and ConceptslInternet versus Non-Internet EClMost EC is done over the Internet,but EC also can be
8、conducted on private networks,such as value-added networks,local area networks,or on a single computerized machinelNon-Internet EC includes the use of mobile handwriting-recognition computers used by field reps to write their notes in the field12Electronic Commerce:Definitions and Conceptslelectroni
9、c market(e-marketplace)An online marketplace where buyers and sellers meet to exchange goods,services,money,or information13Electronic Commerce:Definitions and Conceptslinterorganizational information systems(IOSs)Communications systems that allow routine transaction processing and information flow
10、between two or more organizationslintraorganizational information systemsCommunication systems that enable e-commerce activities to go on within individual organizations14The EC Framework,Classification,and ContentlintranetAn internal corporate or government network that uses Internet tools,such as
11、Web browsers,and Internet protocolslextranetA network that uses the Internet to link multiple intranets15The EC Framework,Classification,and Content16The EC Framework,Classification,and ContentlEC applications are supported by infrastructure and by these five support areas:lPeoplelPublic policylMark
12、eting and advertisementlSupport serviceslBusiness partnerships17The EC Framework,Classification,and ContentlClassification of EC by the Nature of the Transactions or Interactions(案例案例)lbusiness-to-business(B2B)E-commerce model in which all of the participants are businesses or other organizations18T
13、he EC Framework,Classification,and Contentlbusiness-to-consumer(B2C)E-commerce model in which businesses sell to individual shoppersle-tailingOnline retailing,usually B2Clbusiness-to-business-to-consumer(B2B2C)E-commerce model in which a business provides some product or service to a client business
14、 that maintains its own customers19The EC Framework,Classification,and Contentlconsumer-to-business(C2B)E-commerce model in which individuals use the Internet to sell products or services to organizations or individuals who seek sellers to bid on products or services they needlmobile commerce(m-comm
15、erce)E-commerce transactions and activities conducted in a wireless environment20The EC Framework,Classification,and Contentllocation-based commerce(l-commerce)M-commerce transactions targeted to individuals in specific locations,at specific timeslintrabusiness ECE-commerce category that includes al
16、l internal organizational activities that involve the exchange of goods,services,or information among various units and individuals in an organization21The EC Framework,Classification,and Contentlbusiness-to-employees(B2E)E-commerce model in which an organization delivers services,information,or pro
17、ducts to its individual employeeslcollaborative commerce(c-commerce)E-commerce model in which individuals or groups communicate or collaborate onlinelconsumer-to-consumer(C2C)E-commerce model in which consumers sell directly to other consumers22The EC Framework,Classification,and Contentlpeer-to-pee
18、r(P2P)Technology that enables networked peer computers to share data and processing with each other directly;can be used in C2C,B2B,and B2C e-commercele-learningThe online delivery of information for purposes of training or educationle-governmentE-commerce model in which a government entity buys or
19、provides goods,services,or information from or to businesses or individual citizens23The EC Framework,Classification,and ContentlexchangeA public electronic market with many buyers and sellerslexchange-to-exchange(E2E)E-commerce model in which electronic exchanges formally connect to one another for
20、 the purpose of exchanging information24252627The EC Framework,Classification,and ContentlThe Interdisciplinary Nature of EClThe Google Revolution：请大家分析其盈利模式，谁替他赚钱？lEC FailureslEC Successes：凡客诚品28The EC Framework,Classification,and ContentlThe Future of EClWeb 2.0The second-generation of Internet-ba
21、sed services that let people collaborate and share information online in perceived new wayssuch as social networking sites,wikis,communication tools,and folksonomies29The EC Framework,Classification,and Content30ldigital economyAn economy that is based on digital technologies,including digital commu
22、nication networks,computers,software,and other related information technologies;also called the Internet economy,the new economy,or the Web economyDigital Revolution Drives EC31Digital Revolution Drives EC32Business Environment Drives EClThe Business EnvironmentlThe business environment impact model
23、lBusiness pressureslOrganizational response strategies33Business Environment Drives EC34Business Environment Drives EC35EC Business Modelslbusiness modelA method of doing business by which a company can generate revenue to sustain itself36EC Business ModelslSix elements of a business model include d
24、escriptions of:1.Customers to be served and the companys relationships with these customers including customers value proposition2.All products and services the business will offer3.The business process required to make and deliver the products and services4.The resources required and the identifica
25、tion of which ones are available,which will be developed in house,and which will need to be acquired 5.The organizations supply chain,including suppliers and other business partners6.The revenues expected(revenue model),anticipated costs,sources of financing,and estimated profitability(financial via
26、bility)37EC Business Modelslrevenue modelDescription of how the company or an EC project will earn revenuelvalue propositionThe benefits a company can derive from using EC：比如e-marketplace的价值主张是什么？38EC Business ModelslThe major revenue models are:lSales lTransaction feeslSubscription feeslAdvertising
27、 feeslAffiliate feeslOther revenue sources39EC Business Models40EC Business ModelslFunctions of a Business ModellArticulate a customer value propositionlIdentify a market segment lDefine the ventures specific value chain structurelEstimate the cost structure and profit potentiallDescribe the venture
28、s positioning within the value network linking suppliers and customers lFormulate the ventures competitive strategy41EC BUSINESS MODELSlTYPICAL EC BUSINESS MODELSlOnline direct marketinglElectronic tendering systems for procurementltendering(bidding)systemModel in which a buyer requests would-be sel
29、lers to submit bids;the lowest cost or highest value bidder wins.lname-your-own-price modelModel in which a buyer sets the price he or she is willing to pay and invites sellers to supply the good or service at that price.42EC BUSINESS MODELSlFind the best pricelalso known as a search engine modellaf
30、filiate marketingAn arrangement whereby a marketing partner(a business,an organization,or even an individual)refers consumers to the selling companys Web site.lviral marketingWord-of-mouth marketing in which customers promote a product or service to friends or others.43EC BUSINESS MODELSlgroup purch
31、asingQuantity(aggregated)purchasing that enables groups of purchasers to obtain a discount price on the products purchased.lSMEsSmall-to-medium enterprises.le-co-opsAnother name for online group purchasing organizations.44EC BUSINESS MODELSlOnline auctionslProduct customization and service personali
32、zationlcustomizationCreation of a product or service according to the buyers specifications.lpersonalizationThe creation of a service or information according to specific customer specifications.45EC BUSINESS MODELSlElectronic marketplaces and exchangeslInformation brokers(infomediaries)lBartering（物
33、物交换）lValue-chain integratorslValue-chain service providerslSupply chain improverslSocial networks,communities,and blogginglNegotiation46EC BUSINESS MODELSlvirtual worldA user-defined world in which people can interact,play,and do business.The most publicized virtual world is Second Life.虚拟社会网站：47Ben
34、efits and Limitations of EClTHE BENEFITS OF EClBenefits to OrganizationslBenefits to ConsumerslBenefits to SocietylFacilitating Problem Solving请参见P25图表1.8，1.948Benefits and Limitations of EClTHE LIMITATIONS AND BARRIERS OF EClTechnological LimitationslNontechnological LimitationslSOCIAL AND BUSINESS
35、 NETWORKSlsocial networksWeb sites that connect people with specified interests by providing free services such as photo presentation,e-mail,blogging,and so on.lBusiness-Oriented NetworkslRevenue Models of Social and Business Networks49The Digital Enterpriseldigital enterpriseA new business model th
36、at uses IT in a fundamental way to accomplish one or more of three basic objectives:reach and engage customers more effectively,boost employee productivity,and improve operating efficiency.It uses converged communication and computing technology in a way that improves business processes.50The Digita
37、l Enterpriselcorporate portalA major gateway through which employees,business partners,and the public can enter a corporate Web site.51SWOT Analysis:Evaluating Business Unit OpportunitieslIn SWOT analysis:lAn analyst first looks into the business unit to identify its strengths and weaknesses 优势与劣势lT
38、he analyst then reviews the operating environment and identifies opportunities and threats 机会与威胁5253Summary1.Definition of EC and description of its various categories.2.The content and framework of EC.3.The major types of EC transactions.4.The role of the digital revolution.5.The role of the business environment as an EC driver.54Summary6.The major EC business models.7.Benefits of EC to organizations,consumers,and society.8.Barriers to EC.9.Social and business online networks.55练习lP34 team assignments and role playing 1，2 商业模式、赢利模式、SWOT、特点、与其他类似网站的比较。课程结束时候交，算课程最终部分成绩56