电子商务第七讲课件.pptx

1、河北工业大学河北工业大学 经济管理学院经济管理学院 耿立校耿立校F-1耿立校 Email:河北工业大学河北工业大学 经济管理学院经济管理学院 耿立校耿立校F-2Learning Objectives About the emergence and growth of social networking About mobile technologies that are now used to do business online How online auctions and auction-related businesses have become a major new commerc

2、ial activity introduced as part of electronic commerce河北工业大学河北工业大学 经济管理学院经济管理学院 耿立校耿立校F-3Key Items Apps Ascending-price auction Auction consignment services Auctioneer Bidders Bids Bulletin board systems(BBSs)Consumer-to-business Descending-price auctions Double auction Dutch auction English auction

3、 Escrow service 河北工业大学河北工业大学 经济管理学院经济管理学院 耿立校耿立校F-4Key Items First-price sealed-bid auction First-price sealed-bid auction Group purchasing site(group shopping site)Idea-based networking Idea-based virtual communities Jailbreaking Liquidation brokers Lock-in effect Meetup Microblogs Microlending Min

4、imum bid Minimum bid increment 河北工业大学河北工业大学 经济管理学院经济管理学院 耿立校耿立校F-5Key Items Mobile commerce(m-commerce)Mobile wallet Monetizing Online community Open auction(open-outcry auction)Open-outcry double auction Open source software Participatory journalism Private valuations Proxy bid Reserve price(reserv

5、e)Reverse auction(seller-bid auction)Reverse bid 河北工业大学河北工业大学 经济管理学院经济管理学院 耿立校耿立校F-6Key Items Rooting Sealed-bid auction Second-price sealed-bid auction Shill bidders Short messaging service(SMS)Snipe Sniping software Social networking site Social shopping Tablet devices Tweets Usenet Usenet newsgro

6、ups Vickrey auctions 河北工业大学河北工业大学 经济管理学院经济管理学院 耿立校耿立校F-7Key Items Virtual community Virtual learning network Web community Winners curse Wireless Application Protocol(WAP)Yankee auction河北工业大学河北工业大学 经济管理学院经济管理学院 耿立校耿立校F-86.1 From Virtual Communities to Social Networks6.2 Mobile Commerce6.3 Online Auc

7、tions河北工业大学河北工业大学 经济管理学院经济管理学院 耿立校耿立校F-96.1.1 Virtual Communities6.1.2 Early Web Communities6.1.3 Social Networking Emerges6.1.4 Revenue Models for Social Networking Sites河北工业大学河北工业大学 经济管理学院经济管理学院 耿立校耿立校F-10 Online Web communities Not limited by geography Individuals and companies with common intere

8、sts Meet online and discuss issues,share information,generate ideas,and develop valuable relationships Companies make money by serving as relationship facilitators Combine Internets transaction cost-reduction potential with a communication facilitator role河北工业大学河北工业大学 经济管理学院经济管理学院 耿立校耿立校F-11 Virtual

9、 community (Web community,online community)Gathering place for people and businesses No physical existence Early virtual communities Bulletin board systems(BBSs)Revenue source:monthly fees and selling advertising Usenet newsgroups Message posting areas on usenets虚拟社区是一个供人们围绕某种兴趣或者需求集中进行交流的地方，它通过网络，以

10、在线的方式来创造社会和商业价值。网络利益河北工业大学河北工业大学 经济管理学院经济管理学院 耿立校耿立校F-12 1985:WELL(“whole earth electronic link”)One of the first Web communities,predates the Web Monthly fee to participate in forums and conferences 1995:Beverly Hills Internet virtual community site Tripod virtual community T Cornell University cla

11、ss project Revenue source:advertising Most early Web community businesses closed河北工业大学河北工业大学 经济管理学院经济管理学院 耿立校耿立校F-13SNS Allow individuals to create and publish a profile,create a list of other users with whom they share a connection(or connections),control that list,and monitor similar lists made by

12、 other users As the Internet and Web grew:Experience of sharing new online communication faded New phenomenon in online communication began Multiple common bonds joined people with all types of common interests Social networking sites 社交网站河北工业大学河北工业大学 经济管理学院经济管理学院 耿立校耿立校F-14FIGURE 6-1 Social network

13、ing Web sites河北工业大学河北工业大学 经济管理学院经济管理学院 耿立校耿立校F-15 社交网站的理论基础六度分隔理论你和任何一个陌生人之间所间隔的人不超过六个，换言之最多通过六个人你就能够认识任何一个陌生人。社交网站能够流行的本质河北工业大学河北工业大学 经济管理学院经济管理学院 耿立校耿立校F-16Robin Dunbar根据社交网络推断，人类智力将允许人类拥有稳定社交网络的人数约为150人。1506=11 390 625 000 000 通过六个人，你与世界上任何一个陌生人建立联系 社交网站的理论基础150定律河北工业大学河北工业大学 经济管理学院经济管理学院 耿立校耿立校F

14、-17FIGURE 6-2 Leading social networking sites around the world河北工业大学河北工业大学 经济管理学院经济管理学院 耿立校耿立校F-18河北工业大学河北工业大学 经济管理学院经济管理学院 耿立校耿立校F-19河北工业大学河北工业大学 经济管理学院经济管理学院 耿立校耿立校F-20 Basic idea behind social networking People invited to join by existing members Site provides directory New members work through f

15、riends established in the community河北工业大学河北工业大学 经济管理学院经济管理学院 耿立校耿立校F-21河北工业大学河北工业大学 经济管理学院经济管理学院 耿立校耿立校F-22 Social networking Web sites for shoppers Social shopping Practice of bringing buyers and sellers together in a social network to facilitate retail sales Example:,河北工业大学河北工业大学 经济管理学院经济管理学院 耿立校耿

16、立校F-23 Idea-based social networking Social networking sites form communities based on connections among people Idea-based virtual communities Communities based on connections between ideas Idea-based networking Participating in idea-based virtual communities Examples:delicious,河北工业大学河北工业大学 经济管理学院经济管

17、理学院 耿立校耿立校F-24 Virtual learning networks Distance learning platforms for student-instructor interaction(Blackboard)Tools include:Bulletin boards,chat rooms,drawing boards河北工业大学河北工业大学 经济管理学院经济管理学院 耿立校耿立校F-25 Late 1990s Revenue created by selling advertising Used by virtual communities,search engine s

18、ites,Web directories Revenue models Advertising-supported social networking sites Mixed-revenue and fee-for-service social networking sites Monetizing:converting site visitors into fee-paying subscribers or purchasers of services Fee-based social networking河北工业大学河北工业大学 经济管理学院经济管理学院 耿立校耿立校F-26 Microl

19、ending sites Function as clearinghouses for microlending activity Microlending Practice of lending very small amounts of money Lend to people starting or operating small businesses(especially in developing countries)Microlending key element Working within social network of borrowers Provide support,

20、element of pressure to repay河北工业大学河北工业大学 经济管理学院经济管理学院 耿立校耿立校F-27河北工业大学河北工业大学 经济管理学院经济管理学院 耿立校耿立校F-286.1 From Virtual Communities to Social Networks6.2 Mobile Commerce6.3 Online Auctions河北工业大学河北工业大学 经济管理学院经济管理学院 耿立校耿立校F-296.2.1 Mobile Operating Systems6.2.2 Mobile Apps6.2.3 Tablet Devices6.2.4 Mobile

21、 Payment Apps河北工业大学河北工业大学 经济管理学院经济管理学院 耿立校耿立校F-30 2008:United States developments allowing phones as Web browsers High-speed mobile telephone networks grew dramatically Manufacturers offered range of smart phones with Web browser,operating system,applications Potential for mobile commerce(m-commerce

22、)河北工业大学河北工业大学 经济管理学院经济管理学院 耿立校耿立校F-31 Japan and Southeast Asia mobile commerce Much larger online business activity Had high-capacity networks before U.S.NTT DoCoMo,Japans largest phone company Pioneered mobile commerce in 2000 U.S.mobile commerce beginning in 2008 Introduction of smart phones and h

23、igh-capacity networks Smart phone examples:Apple iPhone,Palm Pre,several BlackBerry models Android operating system河北工业大学河北工业大学 经济管理学院经济管理学院 耿立校耿立校F-32 Mobile commerce browser display options Wireless Application Protocol(WAP)Allows Web pages formatted in HTML to be displayed on small-screen devices

24、 Display a normal Web page on the device Made possible by increased screen resolution Example:Apple iPhone Design Web sites to match specific smart phones Much more difficult to accomplish河北工业大学河北工业大学 经济管理学院经济管理学院 耿立校耿立校F-33 Mobile commerce browser display options(contd.)Apple,BlackBerry,Palm Use pr

25、oprietary operating systems HTC,Motorola,Nokia At one time created their own operating systems and software applications Now use a standard operating system provided by a third party Most common third-party operating systems Android,Windows Mobile,Symbian河北工业大学河北工业大学 经济管理学院经济管理学院 耿立校耿立校F-34 Android

26、operating system Most popular and fastest growing third-party operating system Developed by Google Open source Smart phone operating system Cannot be deleted/switched by user Operating system modifications Jailbreaking(Apple iphones operating system)Rooting(Android operating system)河北工业大学河北工业大学 经济管理

27、学院经济管理学院 耿立校耿立校F-35 Common operating systems emergence Occurred due to a change in the way software applications developed and sold Old U.S.mobile phone company revenue strategy Control application software(apps)Apple turned old revenue strategy on its head AT&T agreed to be sole carrier for iPhone

28、Apple Apps for iPhone online store Independent developers create apps and sell them河北工业大学河北工业大学 经济管理学院经济管理学院 耿立校耿立校F-36 Mobile phones for online banking Physicians using smart phones Phones global positioning satellite(GPS)service capabilities Allow mobile business opportunities Apps tools/resources

29、河北工业大学河北工业大学 经济管理学院经济管理学院 耿立校耿立校F-37 Tablet devices 2010:Apples iPad introduced Smaller than laptop computer;larger than smart phone Wireless phone carriers service or local wireless network Internet connection Larger screen size better suited for online consumer products purchases河北工业大学河北工业大学 经济管理学

30、院经济管理学院 耿立校耿立校F-38 Mobile wallets Mobile phones functioning as credit cards河北工业大学河北工业大学 经济管理学院经济管理学院 耿立校耿立校F-396.1 From Virtual Communities to Social Networks6.2 Mobile Commerce6.3 Online Auctions河北工业大学河北工业大学 经济管理学院经济管理学院 耿立校耿立校F-406.3.1 Auctions Basics6.3.2 Categories of Auctions6.3.3 Online Auctio

31、ns and Related Businesses6.3.4 Auction-Related Services河北工业大学河北工业大学 经济管理学院经济管理学院 耿立校耿立校F-41 Business opportunity perfect for the Web Auction site revenue sources Charging both buyers and sellers to participate Selling advertising Targeted advertising opportunities available Online auctions capitaliz

32、e on Internets strength Bring together geographically dispersed people sharing narrow interests河北工业大学河北工业大学 经济管理学院经济管理学院 耿立校耿立校F-42 From Babylon to the Roman Empire to Buddhists Common activity of 17th century England Sothebys(1744),Christies(1766),colonial auctions Typical Auction:seller offering i

33、tem for sale Bids 出价:price potential buyer willing to pay Bidders 出价人:potential buyers Private valuations 预估价:amounts buyer willing to pay Auctioneer 拍卖人:manages auction process Shill bidders 雇佣出价人:work for seller or auctioneer May artificially inflate price河北工业大学河北工业大学 经济管理学院经济管理学院 耿立校耿立校F-43 Engli

34、sh auctions 英式拍卖 Bidders publicly announce successively higher bids Item sold to highest bidder(at bidders price)Also called ascending-price auction 出价逐升式拍卖 Open auction(open-outcry auction)开放式拍卖 Bids publicly announced Minimum bid 出价的底价 Beginning price If not met:item removed(not sold)河北工业大学河北工业大学

35、经济管理学院经济管理学院 耿立校耿立校F-44 English auctions(contd.)Reserve price(reserve)保留价格 Sellers minimum acceptable price Not announced If not exceeded:item withdrawn(not sold)Yankee auction 美式拍卖 Multiple item units offered for sale(bidders specify quantity)Highest bidder allotted bid quantity Remaining items all

36、ocated to next highest bidders until all items distributed Bidders pay lowest successful bidder price河北工业大学河北工业大学 经济管理学院经济管理学院 耿立校耿立校F-45 美式拍卖举例 卖家拍卖9件商品，当出价人出价时，成功者有：出价最高者，出85美元要5件；出价次高者，出83美元要3件；出价第三高者，出81美元要4件。最后付费价格是多少？每个成功者各得多少件？河北工业大学河北工业大学 经济管理学院经济管理学院 耿立校耿立校F-46 美式拍卖：（在Ebay和淘宝中又称荷兰式拍卖）：拍卖数量大

37、于1，价高者优先获得宝贝，相同价格先出价者先得，最终商品成交价格是最低成功出价的金额。如果最后一位获胜者可获得的宝贝数量不足，则可以放弃购买。河北工业大学河北工业大学 经济管理学院经济管理学院 耿立校耿立校F-47 English auctions(contd.)Seller drawback May not obtain maximum possible price Buyer drawback Winners curse 赢者的诅咒 psychological phenomenon Bidder gets caught up in competitive bidding excitemen

38、t Bids more than their private valuation河北工业大学河北工业大学 经济管理学院经济管理学院 耿立校耿立校F-48 Dutch auctions 荷兰式拍卖 Open auction Bidding starts at a high price Drops until bidder accepts price Also called descending-price auctions 出价逐降式拍卖 Seller offers number of similar items for sale Common implementation Use a cloc

39、k(price drops with each tick)Bidders stop clock and take items at the given price If items remain:clock restarted问题问题:荷式拍卖对哪一方更有利荷式拍卖对哪一方更有利?河北工业大学河北工业大学 经济管理学院经济管理学院 耿立校耿立校F-49 Dutch auctions(contd.)Often better for the seller Quickly move large numbers of commodity items Successful examples:Google

40、 initial public offering stock sale(2004)LookSmart stock repurchase河北工业大学河北工业大学 经济管理学院经济管理学院 耿立校耿立校F-50 First-price sealed-bid auctions 密封递价最高价拍卖 Sealed-bid auctions 密封式拍卖 Bidders submit bids independently Prohibited from sharing information First-price sealed-bid auction Highest bidder wins If mult

41、iple items auctioned:next highest bidders awarded remaining items at their bid price高者胜河北工业大学河北工业大学 经济管理学院经济管理学院 耿立校耿立校F-51 Second-price sealed-bid auction 密封递价次高价拍卖 Same as first-price sealed-bid auction Except highest bidder awarded item at second-highest bidder price Commonly called Vickrey aucti

42、ons 维式拍卖 William Vickrey:1996 Nobel Prize in Economics Findings:Yields higher seller returns Encourages all bidders to bid private valuation amounts Reduces tendency for bidder collusion河北工业大学河北工业大学 经济管理学院经济管理学院 耿立校耿立校F-52 Open-outcry double auctions 开放出价双重拍卖 Example:Chicago Board of Trade auctions

43、of commodity futures and stock options Buy and sell offers shouted by traders in trading pit Each commodity,stock option traded in own pit Quite frenzied Double auctions(either sealed bid or open outcry)双重拍卖 Good for items of known quality traded in large quantities No item inspection before bidding

44、河北工业大学河北工业大学 经济管理学院经济管理学院 耿立校耿立校F-53 Double auctions 密封递价双重拍卖 Buyers and sellers each submit combined price-quantity bids Auctioneer Matches sellers offers Starts with lowest price and then goes up To buyers offers Starts with highest price and then goes down until all quantities offered are sold Op

45、eration format Sealed bid or open-outcry Example:New York Stock Exchange河北工业大学河北工业大学 经济管理学院经济管理学院 耿立校耿立校F-54 Reverse(seller-bid)auction 逆向拍卖 Multiple sellers submit price bids Auctioneer represents single buyer Bids for given amount of specific item to purchase Prices go down as bidding continues:Un

46、til no seller willing to bid lower Occasionally operated for consumers Most involve businesses as buyers and sellers河北工业大学河北工业大学 经济管理学院经济管理学院 耿立校耿立校F-55FIGURE 6-6 Key characteristics of seven major auction types河北工业大学河北工业大学 经济管理学院经济管理学院 耿立校耿立校F-56 Online auction business:rapidly changing Three aucti

47、on Web site categories General consumer auctions Specialty consumer auctions Business-to-business auctions河北工业大学河北工业大学 经济管理学院经济管理学院 耿立校耿立校F-57 General consumer auctions 普通消费品拍卖 eBay:registration required,seller fees,rating system Sellers risk:stolen credit cards;buyer fails to conclude transaction B

48、uyers risk:no item delivery;misrepresented item Most common auction format:English auction Seller may set reserve price Bidders listed:bids not disclosed(until auction end)Continually updated high bid amount displayed Private auction option available河北工业大学河北工业大学 经济管理学院经济管理学院 耿立校耿立校F-58 General consu

49、mer auctions(contd.)Another eBay auction format:Dutch auction Both formats require minimum bid increment出价的最小增价 Amount by which one bid must exceed previous bid Proxy bid 委托出价 Bidder specifies maximum bid May cause bidding to rise rapidly eBay stores Integrated into auction site Sellers generate add

50、itional profits河北工业大学河北工业大学 经济管理学院经济管理学院 耿立校耿立校F-591.1 General consumer auctions 普通消费品拍卖当前最高出价起始价格出价的最小增价出价次数河北工业大学河北工业大学 经济管理学院经济管理学院 耿立校耿立校F-60 Future challengers to eBay Must overcome lock-in effect 锁定效应 New auction participants inclined to patronize established marketplaces Example:Japanese gene