电子商务：管理视角-CH课件.ppt

1、 2008 Pearson Prentice Hall,Electronic Commerce 2008,Efraim Turban,et al.Chapter 2E-Marketplaces:Structures,Mechanisms,Economics,and Impacts2-2Learning Objectives1.Define e-marketplaces and list their components.2.List the major types of e-marketplaces and describe their features.3.Describe the vari

2、ous types of EC intermediaries and their roles.4.Describe electronic catalogs,shopping carts,and search engines.5.Describe the major types of auctions and list their characteristics.2-3Learning Objectives6.Discuss the benefits,limitations,and impacts of auctions.7.Describe bartering and negotiating

3、online.8.Define m-commerce and explain its role as a market mechanism.9.Discuss competition in the digital economy.10.Describe the impact of e-marketplaces on organizations and industries.2-4E-Marketplacesle-marketplaceAn online market,usually B2B,in which buyers and sellers exchange goods or servic

4、es;the three types of e-marketplaces are private,public,and consortia2-5E-Marketplaces2-6E-MarketplaceslmarketspaceA marketplace in which sellers and buyers exchange goods and services for money(or for other goods and services)but do so electronically2-7E-Marketplacesl Customersl Sellersl Products a

5、nd servicesl digital productsGoods that can be transformed to digital format and delivered over the Internetl Infrastructurel Front endl Back endl IntermediariesThird parties that operates between sellers and buyersl Other business partnersl Support servicesE-Marketplace Components and Participants2

6、-8E-Marketplacesl front endThe portion of an e-sellers business processes through which customers interact,including the sellers portal,electronic catalogs,a shopping cart,a search engine,and a payment gatewayl back endThe activities that support online order fulfillment,inventory management,purchas

7、ing from suppliers,payment processing,packaging,and delivery2-9Types of E-Marketplaces:From Storefronts to PortalslElectronic StorefrontslstorefrontA single companys Web site where products or services are soldle-mall(online mall)An online shopping center where many online stores are locatedlVisuali

8、zation and virtual realty in shopping malls2-10Types of E-Marketplaces:From Storefronts to PortalslTypes of Stores and MallslGeneral stores/mallslSpecialized stores/mallslRegional versus global storeslPure-play online organizations versus click-and-mortar stores2-11Types of E-Marketplaces:From Store

9、fronts to Portals2-12Types of E-Marketplaces:From Storefronts to Portalsl Types of E-Marketplaceslprivate e-marketplacesOnline markets owned by a single company;may be either sell-side and/or buy-side e-marketplaceslsell-side e-marketplaceA private e-marketplace in which one company sells either sta

10、ndard and/or customized products to qualified companieslbuy-side e-marketplaceA private e-marketplace in which one company makes purchases from invited suppliers2-13Types of E-Marketplaces:From Storefronts to PortalslTypes of E-Marketplaceslpublic e-marketplacesB2B marketplaces,usually owned and/or

11、managed by an independent third party,that include many sellers and many buyers;also known as exchanges2-14Types of E-Marketplaces:From Storefronts to Portalsl information portalA single point of access through a Web browser to business information inside and/or outside an organizationl Types of Por

12、talslCommercial(public)lCorporatelPublishinglPersonallMobilelVoicelKnowledge2-15Types of E-Marketplaces:From Storefronts to Portals2-16Transactions,Intermediation,and Process in E-CommercelSellers,Buyers,and TransactionslA seller(retailer,wholesaler,or manufacturer)sells to customerslThe seller buys

13、 from suppliers:either raw material(as a manufacturer)or finished goods(as a retailer)2-17Transactions,Intermediation,and Process in E-Commerce2-18Transactions,Intermediation,and Process in E-CommercelThe Roles and Value of Intermediaries in E-marketplaceslinfomediariesElectronic intermediaries that

14、 provide and/or control information flow in cyberspace,often aggregating information and selling it to others2-19Transactions,Intermediation,and Process in E-CommercelA broker is a company that facilitates transactions between buyers and sellerslTypes of brokerslBuy/sell fulfillmentlVirtual malllMet

15、amediarylBountylSearch agentlShopping facilitator2-20Transactions,Intermediation,and Process in E-Commercel Intermediaries can address the following five important limitations of direct interaction:1.Search costs2.Lack of privacy3.Incomplete information4.Contract risk5.Pricing inefficiencies2-21Tran

16、sactions,Intermediation,and Process in E-Commercel e-distributorAn e-commerce intermediary that connects manufacturers with business buyers(customers)by aggregating the catalogs of many manufacturers in one placethe intermediarys Web site2-22Transactions,Intermediation,and Process in E-Commercel dis

17、intermediationElimination of intermediaries between sellers and buyersl reintermediationEstablishment of new intermediary roles for traditional intermediaries that have been disintermediated,or for newcomers2-23Transactions,Intermediation,and Process in E-Commerce2-24Electronic Catalogs and Other Ma

18、rket Mechanismslelectronic catalogsThe presentation of product information in an electronic form;the backbone of most e-selling siteslThree dimensions of electronic catalogs:1.The dynamics of the information presentation2.The degree of customization3.Integration with business processes2-25Electronic

19、 Catalogs and Other Market Mechanisms2-26Electronic Catalogs and Other Market Mechanismsl search engineA computer program that can access databases of Internet resources,search for specific information or keywords,and report the resultsl software(intelligent)agentSoftware that can perform routine ta

20、sks that require intelligence2-27Electronic Catalogs and Other Market Mechanismsl electronic shopping cartAn order-processing technology that allows customers to accumulate items they wish to buy while they continue to shop2-28Auctions as EC Market Mechanismsl auctionA competitive process in which a

21、 seller solicits consecutive bids from buyers(forward auctions)or a buyer solicits bids from sellers(backward auctions).Prices are determined dynamically by the bids2-29Auctions as EC Market MechanismslTraditional Auctions versus E-AuctionslLimitations of traditional offline auctionslrapid process g

22、ives potential buyers little time to make a decisionlelectronic auction(e-auction)Auctions conducted onlineldynamic pricingPrices that change based on supply and demand relationships at any given time2-30Auctions as EC Market Mechanismsl Types of Auctionsl One buyer,one sellerl One seller,many poten

23、tial buyersl forward auctionAn auction in which a seller entertains bids from buyers.Bidders increase price sequentially2-31Auctions as EC Market MechanismslOne buyer,many potential sellerslreverse auction(bidding or tendering system)Auction in which the buyer places an item for bid(tender)on a requ

24、est for quote(RFQ)system,potential suppliers bid on the job,with the price reducing sequentially,and the lowest bid wins;primarily a B2B or G2B mechanisml“name-your-own-price”modelAuction model in which a would-be buyer specifies the price(and other terms)he or she is willing to pay to any willing a

25、nd able seller.It is a C2B model that was pioneered by P2-32Auctions as EC Market Mechanisms2-33Auctions as EC Market Mechanismsl Many sellers,many buyersl double auctionAuctions in which multiple buyers and their bidding prices are matched with multiple sellers and their asking prices,considering t

26、he quantities on both sides2-34Auctions as EC Market Mechanismsl Benefits of E-Auctionsl Benefits to Sellers l Benefits to Buyers l Benefits to E-Auctioneersl Limitations of E-Auctionsl Minimal securityl Possibility of fraudl Limited participation2-35Auctions as EC Market Mechanismsl Impacts of Auct

27、ionsl Auctions as a coordination mechanisml Auctions as a social mechanism to determine a pricel Auctions as a highly visible distribution mechanisml Auctions as an EC component2-36Bartering and Negotiating OnlinelOnline BarteringlbarteringThe exchange of goods or servicesle-bartering(electronic bar

28、tering)Bartering conducted online,usually in a bartering exchangelbartering exchangeA marketplace in which an intermediary arranges barter transactions2-37Bartering and Negotiating OnlinelOnline NegotiatinglNegotiated pricing commonly is used for expensive or specialized products lNegotiated prices

29、also are popular when large quantities are purchased lMuch like auctions,negotiated prices result from interactions and bargaining among sellers and buyers2-38E-Commerce in the Wireless Environmentlmobile computingUse of portable devices,including smart cell phones,usually in a wireless environment.

30、It permits real-time access to information,applications,and tools that,until recently,were accessible only from a desktop computer2-39E-Commerce in the Wireless Environmentlmobile commerce(m-commerce)E-commerce conducted via wireless deviceslm-businessThe broadest definition of m-commerce,in which e

31、-business is conducted in a wireless environment2-40E-Commerce in the Wireless Environmentl The Mobility RevolutionlOrganizations are embracing mobilized computing technologies for several reasons:lImproved productivity of workers in the fieldlWireless telecom support for mobility is growing quickly

32、lMore applications can run both online and offlinelThe prices of notebook computers,wireless handhelds,and smart phones continue to fall as their capabilities increase2-41E-Commerce in the Wireless Environmentl The Promise of M-Commercel location-based commerce(LBC)An m-commerce application targeted

33、 to a customer whose location,preferences,and needs are known in real timel M-Commerce Adoptionl Although there are currently many hurdles to the widespread adoption of m-commerce,many companies are already shifting their strategy to the mobile world2-42Competition in the Digital Economy and Its Imp

34、act on IndustrieslInternet ecosystemThe business model of the Internet economy2-43Competition in the Digital Economy and Its Impact on IndustrieslLower search costs for buyerslSpeedy comparisons lLower priceslCustomer servicel Barriers to entry are reducedl Virtual partnerships multiplyl Market nich

35、es aboundl Differentiation and personalizationCompetitive FactorsOnline Transactions Allow:2-44Competition in the Digital Economy and Its Impact on IndustriesldifferentiationProviding a product or service that is uniquelpersonalizationThe ability to tailor a product,service,or Web content to specifi

36、c user preferences 2-45Competition in the Digital Economy and Its Impact on IndustrieslPorters Competitive Analysis in an Industrylcompetitive forces modelModel devised by Porter that says that five major forces of competition determine industry structure and how economic value is divided among the

37、industry players in an industry;analysis of these forces helps companies develop their competitive strategy2-46Competition in the Digital Economy and Its Impact on Industriesl Impact on Whole Industriesl Patient self-care is growing rapidlyl The amount of free medical information is exploding l Pati

38、ent empowerment is gaining importancel Increasing electronic interaction among patients,hospitals,pharmacies,etc.l Increasing digital hospital and other health-care facilitiesl Data collected about patients is growing in amount and qualityl Easy and shared access to patient datal Elder care and spec

39、ial types of care are improving significantly due to wireless systemsl Increasing need to protect patient privacy and contain cost2-47Impacts of EC on Business Processes and Organizations2-48Impacts of EC on Business Processes and Organizationsl Impacts of e-marketplaces on B2C direct marketing:l Pr

40、oduct promotionl New sales channell Direct savingsl Reduced cycle timel Improved customer servicel Brand or corporate imagel Customizationl Advertisingl Ordering systemsl Market operationsl Accessibility2-49Impacts of EC on Business Processes and OrganizationslTransforming OrganizationslTechnology a

41、nd organizational learninglThe changing nature of worklRedefining OrganizationslNew and improved product capabilitieslNew industry order and business modelslImproving the supply chain2-50Impacts of EC on Business Processes and Organizations2-51Impacts of EC on Business Processes and Organizations2-5

42、2Impacts of EC on Business Processes and OrganizationslImpacts on manufacturinglBuild-to-Order Manufacturingl build-to-order(pull system)A manufacturing process that starts with an order(usually customized).Once the order is paid for,the vendor starts to fulfill itlReal-Time Demand-Driven Manufactur

43、inglVirtual ManufacturinglAssembly LineslImpacts on Finance and AccountinglImpact on Human Resources Management and Training2-53Managerial Issues1.What about intermediaries?2.Should we auction?3.Should we barter?4.What m-commerce opportunities are available?5.How do we compete in the digital economy?6.What organizational changes will be needed?