1、第一講電子商務概述eccontents of chapterlec電子商務:第二次浪潮1商業模式、盈利模式和業務流程2經濟因索與屯子商務3電子商務中的價值鏈4swot分析：評估業務單位的機會575電子商務的國際化性質6learning objectives:in this chapter, you will learn about:(1) 什么是電子商務，它的第二次浪潮以及對盈利的要求(2) 為什么商業模式讓位于盈利模式？業務流程分析為什么成為電子 商務應用的關鍵？(3) 經濟因素如何影響了培育電了商務重生的商業環境？(4) 企業如何利用價值鏈和swot分析來發現電子商務機會？(5) 電子商務

2、為什么從木質上來說是國際化的？在開展全球電子商務 時，企業面臨什么樣的挑戰？part one電子商務：笫二次浪潮eclearning objectives:1) 電子商務的概念和它的類型2) how many categories does electronic commerce have anddescribe these3) describe and discuss the content and framework ofelectronic commerceec4) 電子商務在第二次浪潮屮如何卷土重來electronic commerce:the second wave (cont.)電

3、了商務是什么？electronic commerce:the second wave (cont.)1 electronic commerce and electronic business(1) electronic commerce (e-commerce)企業z間的交易活動以及其中間業務流程(2) electronic business (ebusiness) 很多吋候跟electronic commerce不加區另ija broader defi nition of ec, which in eludes:買賣商品和服務為顧客提供服務與業務伙伴之間的合作跟組織之間進行的電子交易它是通過

4、電子數據傳輸技術開展的商務活動，常用的技術是互聯 網和，但也包括諸如在移動電話和pda(personal digital assistant)設備上進彳亍的無 線傳輸技術。ecelectronic commerce:the second wave （cont.）（1）fictitious（虛擬性）：both sides of trade on inter net not needi ng to go on face-to-face, the whole trade is totally virtual.（2）low costs（低成本）：electronic commerce has save

5、d the expenses of information transmitting （傳遞）among enterprises, dispense（免去）unnecessary trade links, thus cut down the operating costs of enterprises greatly .（3）individualization （個性化）:more individualized dema nd and in dividualizedpurchasi ngbehavior.ec2 characters of e-commerceelectronic commer

6、ce:the second wave （cont.）（4）agility（敏捷性）：business communicate with users directly through electronic commerce network, so they can response fast and accurately to the multilateral（多邊 的）market dema nd.（5）global（全球化）:market ranges（市場范圍）of electronic commerce are all unified global markets from the co

7、ncept and realized way. any company can launch（開展） the worldwide commercial activity directly.2 characters of e-commerce (continued)說說你身邊的電子商務.內容、類型？electronic commerce:the second wave (cont.)3 categories of electronic commercebusinesstobusiness (b2b):請看中國新能源網2) business processes:見 element of elect

8、ronic commerce3) businesstoconsumer (b2c):請看當當網(b2c)five generale-commerce categories4) business-togovernment (b2g):請看握奇信安網(b2g)ec5) consumer-to-consumer (c2c):請看淘寶網(c2c)electronic commerce:the second wave (cont.)businesses sell products or services to other businesses.中國新能源網ecelectronic commerce:th

9、e second wave (cont.)電了商務的要素支持銷售和采購活動的業務流程electronic commerce:the second wave (cont.)busi nesses sell products or services to in dividual con sumers.ecelectronic commerce:the second wave (cont.)businesses sell goods or services to governments and government agencies.ecelectronic commerce:the second

10、wave (cont.)in eludes individuals who buy and sell items among themselves.ecelectronic commerce:the second wave (cont.)(1) electronic funds transfers (efts)(電子資金轉換) also called wire transfers(電子轉賬)是指通過企業間的通信網絡進行的賬戶交易信息的電子傳輸(2) electronic data interchange (edi)(電了數據交換)是指一個企業把標準格式的計算機町讀的數據傳輸到另一個企業ec4

11、the development and growth of electronic commerceelectronic commerce:the second wave (cont.)(3) trading partners用edi互相聯系的企業(4) value-added network (van)獨立的企業它為用edi進行交易的買主和賣主提供連接服務，幫助他們傳 遞交易信息圖：pew internetec4 the development and growth of electronic commerce (continued)electronic commerce:the second

12、 wave (cont.)ec applications(丿應用)are supported by infrastructure(基設施)and by fivesupport areas: people public policy marketing and advertising support services business partnershipsec5 electronic commerce frameworkelectronic commerce:the second wave (cont.)frameworkfor electronic commercein u.s.in ch

13、inaecelectronic commerce:the second wave (cont.)(1) defining characteristics of first wave主要是美國的現象網站特別是商務網站多使用英語 low bandwidth(帶寬)data transmission technologies,大多數人使用撥號上網使用非結構化的通信工具一e-mail over-relianee on advertising as a revenue sourceec6 3></a>的泡沫、破滅和重生electronic commerce:the second wav

14、e (cont.)(2) as second wave begins未來的電子商務是國際化趨勢需要解決語言翻譯與貨幣匯率兌換問題商家將會把e-mail整合進營銷和客戶接觸業務中ec6的泡沫、破滅和重生(continued)electronic commerce:the second wave (cont.)actual and estimated on line sales in b2c and b2b categoriesecyearb2c sales:actual and estimated$ billionsb2b sales (including edi):actual and est

15、imated$ billions20072006200520042003200220012000199919981997199620419015013010080705025105less than 168005300410028001600900730600550520490460part twobusiness models(交易模式)'revenue models(盈利模式)business processes(交易流程)eclearning objectives:1) describe the business models of electronic commerce2) d

16、escribe advantages and disadvantages of electroniccommerce3) 為什么商業模式讓位給收入模式，并且為什么交易流程是電子商務活動 的關鍵要素ecbusiness models, revenue models, and business processes (cont.)1 electronic commerce and electronic business(1) business model是指為盈利而建立的業務流程的集合。(2) revenue modelused to識別客戶對客戶開展營銷從客戶處獲取收益的業務流程集合ecbusin

17、ess models, revenue models, and business processes (cont.)(1) merchandising(銷售規劃)combi nation of store desi gn, layout, and product display knowledge(2) commodity item(商品)是指不同廠商捉供的產品或服務彼此沒冇差別其特征已經標準化了并且為消費者熟知請看圖:business processes suitability to type of commerceec2 focus on specific business process

18、esbusiness models, revenue models, and business processes (cont.)ecbusiness models, revenue models, and business processes (cont.)(3) shipping profile(運輸規格)是指影響產品包裝和運輸難易程度的所有特征(4) high value-to-weight ratio (高的價值/重量比)can make overall shipping cost a small fraction of the selling priceec2 focus on sp

19、ec hie busi ness processes (conti nued)business models, revenue models, and business processes (cont.)(1) 電子商務可以增加銷售額并降低成木(2) 一家小企業在網上做的廣告可以把企業的促銷信息傳遞給世界各 地的潛在顧客(3) using commerce sales support and order-taking processes, a business can reduce costs of handling sales inquiries(詢價) provide price quot

20、es(報價)3 advantages of electronic commercebusiness models, revenue models, and business processes (cont.)(4) 可以增加賣主的銷售機會，也增加了買主的購買機會(5) negotiating price (討彳介述7介)and delivery terms(交易條款)is easier(6) the following cost less to issue and arrive securely and quickly electronic payments of tax refunds (稅

21、收) public retirement(退休金) welfare (社會福利)supportec3 advantages of electronic commerce (continued)business models, revenue models, and business processes (cont.)(1) perishable grocery(易腐爛的食品)products are much harder to sell online(2) it is difficult to計算投資回報把現有的數據庫和交易處理軟件集成到支撐電子商務的軟件中(3) 述存在文化和法律上的障礙請

22、看 grocery gateway. com4 disadvantages of electronic commerceecpart three經濟因素與電子商務eclearning objectives:1) 經濟壓力是怎樣創建了可以催生電了商務的商業環境的？2) 企業是怎樣應用電子商務來降低交易成本的？eccon tentseconomics , two conditions of a market1transaction costs2ecmarkets and hierarchies(等級制)3the role of economic structures456network econo

23、mic structures網絡經濟結構)network effects (網絡效應)economic forces and electronic commerce (cont.)1 economics , two conditions of a market(1) economics經濟學研究稀缺資源的分配方式(2) two conditions of a market 一種商品的潛在賣主和其潛在買主進行接觸必須有合適的交換媒介ececonomic forces and electronic commerce (cont.)(1) 是買主和賣主收集信息和協商買賣交易時所發生的全部成本的總和(

24、2) sign ifica nt comp on ents of tra nsactio n costs信息的尋找和獲得成本賣主為了向買主供應產品或服務而支付的設備或人員投資 交易成木和供應鏈交易成木圖:market forms of economic organizationec2 transaction costseconomic forces and electronic commerce (cont.)ececonomic forces and electronic commerce (cont.)(1) coase(科斯)reasoned當交易成本很高時，商人就會創立組織來取代市場上

25、進行的交易協商 活動。(2) these organizations would be hierarchical (等級制結構)and wouldin elude :很強的監督和控制作用監工因素.(3) vertical integration(垂直一體化)現有企業自己設立等級制的結構牛產原材料以替代供應商市場。圖:market forms of economic organizationec3 markets and hierarchies(等級制)economic forces and electronic commerce (cont.)ececonomic forces and ele

26、ctronic commerce (cont.)using electronic commerce to reduce transaction costsbusinesses and individuals can use electronic commerce to reducetransaction costs by改善信息的流動協調不同活動，降低不確定性ec4 the role of electronic commerceeconomic forces and electronic commerce (cont.)(1) network economic structures (網絡經濟

27、結構)不同的企業根據共同的目標建立長期的穩定關系，以協調它們的戰 略、資源和技術組合。(2) strategic alliances (strategic partnerships)(戰略聯盟)建立在網絡經濟結構下的合作伙伴關系。ec5 network economic structureseconomic forces and electronic commerce (cont.)(3) virtual companies(虛擬企業)當戰略伙伴關系發生在網上運營的企業z間時，就稱為熄擬金業。(4) strategic partners(戰略伙伴)各個實體一起組成團隊，是為了某個特定的項目或行

28、動。圖:network form of economic organizationec5 network economic structures (continued)economic forces and electronic commerce (cont.)ececonomic forces and electronic commerce (cont.)(1) law of diminishing returns(邊際效益遞減)絕大多數業務活動所產生的價值會隨著消費量的增加而遞減。(2) network effect上網的人或組織越多，網絡對每個參與者的價值就越大。6 network ef

29、fectspart four電子商務中的價值鏈eclearning objectives:1) 企業是如何運用價值鏈和swot分析方法去識別電子商務的機會 的？2) 什么是主要活動以及什么是支撐活動？eccon tents識別電子商務的機會1ec行業價值鏈32戰略業務單位的價值鏈value chai ns in electr onic commerce (cont.)1 identifying electronic commerce opportunities(1) firm(公司)由相同股東擁有的多個業務單位構成(2) lndustry(行業)多家向相似顧客銷售相似產品的公司形成行業ecva

30、lue chai ns in electronic commerce (cont.)2 strategic busi ness unit value chai ns(1) value chain是一種按承擔戰略業務單位所售產品或服務的設計、生產、促銷、銷售、運輸和售后服務等任務而對企業業務活動進行劃分的方法。(2) primary activities(關鍵活動)識別顧客設計采購原料與配件生產產品或提供服務營銷與銷售交付售后服務與支持ecvalue chai ns in electr onic commerce (cont.)(l)value system(價值系統)某個業務單-位的價值鏈所從

31、屬的更大的業務活動流 also referred to as industry value chain圖：value chain for a strategic business unitec3 in dustry value chai nsvalue chai ns in electr onic commerce (cont.)ecpart five電子商務的國際化性質eclearning objectives:(1) 電子商務的國際化性質是如何影響它的基礎建設的?(2) 該采取怎樣的步驟來克服電子商務存在的文化問題?(3) 電了商務第二次革命的主耍動機是什么？emphasis &a

32、mp; difficulty:ec(3) 文化問題(1) 網上的信任問題(4) 基礎設施問題(2) 語言問題in ter natio nal nature of electronic commerce (cont.)(1) companies with established reputations(名 聲) 通過讓客戶了解自己來建立信任 還可以靠知名品牌在網上建立信任ec1 trust issues on the webin ter natio nal nature of electr onic commerce (cont.) 顧客天生就缺少對網上“陌生人”的信任感logical and

33、to be expected圖:this cartoon from the new yorker illustrates anonymity on the webec1 trust issues on the web (continued)international nature of electronic commerce (cont.)ecin ter natio nal nature of electronic commerce (cont.)(1) 在不同文化下有效開展業務的辦法 就是適應這種文化(2) 研究人員已經發現即便顧客精通英語，還是更愿意從那些母語網站上購買產品和服務。2 l

34、anguage issuesinternational nature of electronic commerce (cont.)(3) localization(地方化)冇些語言甚至要求對方言也要翻譯請看 global reach2 language issues (continued)ecin ter naional nature of electronic commerce (cont.)in ter natio nal nature of electronic commerce (cont.)(1) 商業信任當中一個主要的因素就是交易的另一方在特定環境下的行動方式。(2) cultur

35、e不同國家的文化存在差異，而且很多時候同一個國家不同地區的文化 也存有差異請看搜狐網3 culture issuesecin ter natio nal nature of electr onic commerce (cont.)ec(1) 互聯網基礎設施包描計算機、連接互聯網的軟件以及傳遞信息包的通信網絡。(2) organization for economic cooperation and development' s (oecd, 經合組織)發布了一系列“oecd信息和通信政策報告”，闡述全球電信基礎設施 的發展問題。4 infrastructure issuesin ter

36、 natio nal nature of electr onic commerce (cont.)ec(3) 固定費率訪問模式消費者或公司只需支付固定的月租費，就可以不限吋使用電話線。 是電子商務在美國成功的關鍵(4) 技術要解決的問題國際商務所必需的單證及其流轉4 infrastructure issues (continued)part six電子商務與其他學科的關系eclearning objectives:(1) 與電子商務相關的主要學科(2) 這些學科耍研討的主耍論題.ecemphasis &amp; difficulty:(1) the relati on ship bet

37、ween electr onic commerce and 計算機科學、 市場 營銷氷 消費者行為學、心理學、金融學、經濟學、管理信息系統、管理學、商 務法律法規.(2) the issues each discipline concerneckecthe relati on ship between electronic commerce and others disciplineselectronic commerce and computer science1electronic commerce and marketing2electronic commerce and consume

38、r behavior, psychology3electronic commerce and finance456electronic commerce and economicselectronic commerce and management information systems7electronic commerce and management8electronic commerce and business law ethicsecthe relati on ship betwee n electronic commerce and others discipli nessuch

39、 as languages, multimedia, and networks, fall into the discipline of computer sciences. intelligent agents （人工智能） play a major role in ec as well.1 electronic commerce and computer scieneeecthe relati on ship betwee n electronic commerce and others discipli nesecmany issues of marketing offline （離線）

40、 are releva nt to online ec一for example, cost benefits of advertisements and advertisement strategies. other issues are unique to ec, ranging from online marketing strategy to interactive kiosks（互動工弋 觸摸屏營銷）.2 electronic commerce and marketingthe relati on ship betwee n electronic commerce and others

41、 discipli nesecconsumer behavior is the key to the success of b2c trade, but so is the behavior of the sellers. the relationship between cultures and consumer attitude in electronic market is an example of a research issue in the field.3 electronic commerce and consumer behavior, psychologythe relat

42、i on ship betwee n electronic commerce and others disciplinesecthe financial markets and banks are one of the major participants in ec. also, financing arrangements are part of many online transactions. issues such as using the in ternet as a substitute （代替） for a stock excha nge and fraud in online

43、 stock transactions are a sample of the many topics of the field.4 electronic commerce and financethe relati on ship betwee n electronic commerce and others discipli nesecelectronic commerce is in flue need by economic forces and has a major impact on world and country economies. also, theories of m

44、icro and metronomic need to be considered in ec planning, as well as the economic impacts of ec on firms.5 electronic commerce and economicsthe relationship between electronic commerce and others disciplinesecthe information systems department is usually responsible for the deployment of ec. this discipline covers issues ranging from systems analysis to systems integration, mot to mention planning, implementation （執彳亍）,security, and pa