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1、LECTURE 041.網際網路技術如何改變價值觀和企業模式？2.何謂電子商務?電子商務如何改變消費者零售行為和企業對企業間的交易?3.那些是電子商務中主要使用的電子付款系統?4.網際網路技術如何支援內部企業流程的管理與協調和供應鏈管理?5.電子商務和電子化企業帶來那些管理及組織上的挑戰?5/3/20231The digital firm:electronic business and electronic commerceChapter 4 The digital firm:electronic business and electronic commerce 4.14.1.Electron
2、ic business、electronic commerce、and the emerging digital firm:電子化企業.電子商務及新興的數位化公司1.Internet Technology and the Digital Firm 網際網路技術和數位化公司特性如下:1.Information technology infrastructure:資訊技術基礎 Provides a universal and easy-to-use set of technologies and technology standards that can be adopted by all org
3、anizations 提供具全球性方便使用的技術和標準5/3/20232The digital firm:electronic business and electronic commerceChapter 4 The digital firm:electronic business and electronic commerce2.Direct communication between trading partners:交易夥伴之間直接溝通 Disinter mediation removes intermediate layers,streamlines process 不需要媒介及多層
4、的程序,就能直接溝通3.Round-the-clock service:全日服務 Web sites available to consumers 24 hours a day 網站一天24小時都能夠消費者使用5/3/20233The digital firm:electronic business and electronic commerceChapter 4 The digital firm:electronic business and electronic commerce 4.Extended distribution channels:拓展分送管道Outlets created
5、for attracting customers who otherwise would not patronize 建立入口以吸引及服務本來不會光顧的顧客5.Reduced transaction costs:大幅減少交易成本 Costs of searching for buyers,sellers,etc.reduced 減少尋找買方賣方等成本5/3/20234The digital firm:electronic business and electronic commerceChapter 4 The digital firm:electronic business and elec
6、tronic commerce2.新的企業模式和價值主張 Business Model:企業模式Describes how the enterprise delivers a product or service 描述公司如何生產.銷售及送交產品或服務Shows how the enterprise creates wealth展示企業如何傳遞價值給客戶,同時創造財富5/3/20235The digital firm:electronic business and electronic commerceChapter 4 The digital firm:electronic business
7、 and electronic commerceThe Changing Economics of Information 改變中的資訊經濟Information asymmetry:資訊不對稱 One party in a transaction has more information than the other 存在於交易中的一方擁有比對方更多重要的交易資訊richness:豐富性 Depth and detail of information 資訊的深度和詳細度有關-即企業可供給客戶和蒐集有關客戶資訊的數量figure4.15/3/20236The digital firm:elec
8、tronic business and electronic commerceChapter 4 The digital firm:electronic business and electronic commercereach:延伸度 Number of people contacted 企業能連結多少人及能提供這些人多少產品5/3/20237The digital firm:electronic business and electronic commerceChapter 4 The digital firm:electronic business and electronic comm
9、erce改變中的資訊經濟網際網路連結和全球性標準下的資訊分享,快速地降低提供豐富且詳細資訊給大眾分享的成本5/3/20238The digital firm:electronic business and electronic commerceChapter 4 The digital firm:electronic business and electronic commerce3.Internet Business Models 網際網路企業模式 Table4.2 A.Dynamic pricing 動態出價線上喊價B.Banner ad 標題廣告 在網頁上作圖形化展示的廣告C.Pop-u
10、p ad 彈出式廣告 以不同的方式運作,它們在使用者存取特定網頁時自動開啟,使用者必須點選這個廣告以關閉它5/3/20239The digital firm:electronic business and electronic commerceChapter 4 The digital firm:electronic business and electronic commerceD.Portal 入口網站 協助個人或組織更有效率的發現資訊,是一個網站或其它服務提供進入網頁或得到公司內部資料的起始點E.Syndicastors 企業聯合組織 從很多來源聚集內容和應用,加以包裝來分配及再賣給第三
11、方網站,這種方式已經是在網路上出現的新興網際網路企業模式 F.Pure-play 單一演出企業模式 單純以網際網路為基礎的5/3/202310The digital firm:electronic business and electronic commerceChapter 4 The digital firm:electronic business and electronic commerce4.24.2 ELECTRONIC COMMERCE 電子商務1.Categories of Electronic Commerce 電子商務的種類Business-to-customer(B2C)
12、:企業對消費者 Retailing of products and services directly to individual customers包含零售產品及服務給個別的購物人Business-to-business(B2B):企業對企業 Sales of goods and services among businesses 包含企業間貨物銷售及服務Consumer-to-consumer(C2C):消費者對消費者 Individuals use Web for private sales or exchange 包含消費者直接販售物品給其它消費者5/3/202311The digit
13、al firm:electronic business and electronic commerceChapter 4 The digital firm:electronic business and electronic commerce2.Customer-centered retailing 顧客為中心的零售a.Direct sales over the web 網頁上直接銷售Disintermediation:去中間化 The removal of organizations or business process layers responsible for certain int
14、ermediary steps in a value chain 組織或企業價值鏈中間流程的消除過程Reintermediation:再中間化 The shifting of the intermediary role in a value chain to a new source在價值鏈中移動中間商功能到新的來源5/3/202312The digital firm:electronic business and electronic commerceChapter 4 The digital firm:electronic business and electronic commerce去
15、中間化對消費者的好處5/3/202313The digital firm:electronic business and electronic commerceChapter 4 The digital firm:electronic business and electronic commerceb.Interactive marketing and personalization 互動式的行銷和個人化Web personalization:網頁個人化調整顯示網頁給每位顧客行銷人員以超低成本作個別銷售來獲取利益 figure 4.35/3/202314The digital firm:ele
16、ctronic business and electronic commerceChapter 4 The digital firm:electronic business and electronic commerce個人化網站5/3/202315The digital firm:electronic business and electronic commerceChapter 4 The digital firm:electronic business and electronic commerceC.M-Commerce and next generation marking 行動商務
17、和下一代行銷Mobile commerce(m-commerce):行動商務提供企業額外管道聯繫顧客和新的個人化機會取代專注引誘顧客到網站的作法,市場策略將轉為找出方法將訊息直接送給須要的客戶figure4.4D.顧客自我服務Call center:客服中心組織裡以電話或其它方式回應客戶服務問題的部門5/3/202316The digital firm:electronic business and electronic commerceChapter 4 The digital firm:electronic business and electronic commerce客人個人化和無所不
18、在的網際網路5/3/202317The digital firm:electronic business and electronic commerceChapter 4 The digital firm:electronic business and electronic commerce3.Business-to-Business Electronic Commerce 企業對企業的電子商務:新的效率和關係 A.Private industrial networks(private exchanges):私有產業網路（私有交易所）Coordination between companies
19、 for efficient supply chain management and collaborative activities 著重在協調公司間永續的企業流程,以利協同商務與供應鏈管理的進行B.Net marketplaces:網路市集 Online marketplaces,point-to-point connections,integrated information 提供許多不同買家與賣家一個建立在網際網路上的單一電子市集 figure4.5&4.65/3/202318The digital firm:electronic business and electronic com
20、merceChapter 4 The digital firm:electronic business and electronic commerceC.Exchanges:Third-party net marketplace 交易場所第三方網路市集Connects buyers and suppliers for spot purchasing連結成千上萬的買主與供應商進行現貨採購5/3/202319The digital firm:electronic business and electronic commerceChapter 4 The digital firm:electroni
21、c business and electronic commerce4.Electronic Commerce Payment Systems 電子商務付款系統A.Digital credit card payment systems 數位信用卡付款系統 延伸現有信用卡的功能性,如此讓信用卡可用在線上購物付款B.Digital wallet 數位錢包 安全地儲存信用卡和持有人識別資訊並提供電子商務網站上結帳台資訊C.Accumulated balance digital payment systems累計餘額數位付款系統 讓使用者得以使用微付款在網站上進行採購,累計的欠款餘額定期透過信用卡或電
22、話帳單來支付5/3/202320The digital firm:electronic business and electronic commerceChapter 4 The digital firm:electronic business and electronic commerceD.Stored value payment systems 儲值付款系統 讓消費者得以使用儲存在數位帳戶裡的金額,來立即付清購買商品或對他人的欠款E.Digital cash 數位現金 用來做微付款或比較大額的購買之用F.Peer-to-peer payment system 點對點付款系統 解決這些想要
23、付款給沒有辦法接受信用卡的廠商或個人之間付款問題5/3/202321The digital firm:electronic business and electronic commerceChapter 4 The digital firm:electronic business and electronic commerceG.Digital check 付款系統 延伸現有支票帳戶的功能性使其能使用在線上購物付款H.Electronic billing presentment and payment system 電子帳單兌現和付款系統 用來支付每月固定的帳單,他讓使用者以電子化的方試檢視其
24、帳單,並透過銀行的電子轉帳或信用卡來付清帳單5/3/202322The digital firm:electronic business and electronic commerceChapter 4 The digital firm:electronic business and electronic commerce電子商務資訊流5/3/202323The digital firm:electronic business and electronic commerceChapter 4 The digital firm:electronic business and electronic
25、 commerce4.34.3 Electronic business and the digital firm電子化企業和數位化公司1.How Intranets Support Electronic Business企業內網路如何支援電子化企業提供了立即的連結.使得所有的電腦可以整合成一個單一.虛擬無接縫的網路系統企業內網路連接到公司內的交易處理系統,使得員工可以集中對公司的運作做出反應幫助組織創造一個更豐富.更快反應的資訊環境主要的應用是建立在線上的資訊儲存,以因應經常性的更新工作5/3/202324The digital firm:electronic business and ele
26、ctronic commerceChapter 4 The digital firm:electronic business and electronic commerce2.Internet applications for electronic business 企業內網路應用於電子化企業Finance and accounting財務和會計Human resources人力資源Sales and marketing銷售和行銷Manufacturing and production製造和生產5/3/202325The digital firm:electronic business and
27、 electronic commerceChapter 4 The digital firm:electronic business and electronic commerce企業內網路的功能性5/3/202326The digital firm:electronic business and electronic commerceChapter 4 The digital firm:electronic business and electronic commerce3.Supply chain management and collaborative commerce figure4.
28、9供應鏈管理與協同商務1.企業內網路可以用來簡化及整合企業的流程,使其跨越單一功能領域2.公司可以利用企業內網路來改善內部供應鏈流程的協調工作3.藉由存取供應鏈資訊可為公司帶來以合理價格遞送產品服務的優勢4.網際網路能在整個供應鏈中創造出一個“數位物流神經系統”這個系統允許同一時間多向的資訊溝通,包括參與者的庫存.訂單與產能等相關資訊5/3/202327The digital firm:electronic business and electronic commerceChapter 4 The digital firm:electronic business and electronic
29、commerce未來網際網路化的供應鏈5/3/202328The digital firm:electronic business and electronic commerceChapter 4 The digital firm:electronic business and electronic commerce4.44.4 Management challenges and opportunities管理的挑戰和機會 Unproven business models未來驗證的企業模式Business process change requirements企業流程改變需求 Channel conflicts通路衝突 對資訊較不敏感且具需實體中間商來送到消費者手中的產品 在使用網站來線上銷售和行銷可能會和傳統通路發生此問題 Legal issues法律議題Security and privacy信任.安全性和隱私權5/3/202329The digital firm:electronic business and electronic commerce演讲完毕，谢谢观看！