1、EC AND BUSINESS OPERATION电子商务与贸易实务请用请用5分钟书面回答以下问题，分钟书面回答以下问题，答完后请在课后交过来：答完后请在课后交过来：n企业名称，规模，行业，产品企业名称，规模，行业，产品n姓名，职位，学历，就业时间姓名，职位，学历，就业时间n你家里有没有计算机，能不能上网，对你的计算机应你家里有没有计算机，能不能上网，对你的计算机应用能力进行评价。用能力进行评价。n你所在单位计算机有多少台，有无网络，能不能上网，你所在单位计算机有多少台，有无网络，能不能上网，有没有网站，有没有信箱，利用率如何。有没有网站，有没有信箱，利用率如何。n你，以及单位，在与其他机构，
2、如政府部门之间的文你，以及单位，在与其他机构，如政府部门之间的文件交换是什么形式？政府部门有没有要求这你或单位件交换是什么形式？政府部门有没有要求这你或单位提供电子文档？提供电子文档？n单位有没有计算机管理系统？如单位有没有计算机管理系统？如ERP，如有，利用水，如有，利用水平如何。平如何。n单位有没有集成制造系统，如有，利用率如何？单位有没有集成制造系统，如有，利用率如何？WHAT IS EC什么是电子商务Definitions and Content of FieldnElectronic Commerce(EC)is where business transactions take pl
3、ace via telecommunications networks,especially the Internet.Electronic commerce describes the buying and selling of products,services,and information via computer networks including the Internet.The infrastructure for EC is a networked computing environment in business,home,and government.E-Business
4、 describes the broadest definition of EC.It includes customer service and intrabusiness tasks.It is frequently used interchangeably with EC.Pure Vs.Partial Electronic Commerce Three dimensions the product(service)sold physical/digital;the process physical/digital the delivery agent(or intermediary)p
5、hysical/digital Traditional commerce all dimensions are physical Pure EC all dimensions are digital Partial EC all other possibilities include a mix of digital and physical dimensionsPhysical agentDigital agentDigital ProductPhysical ProductPhysical processDigital processVirtual processVirtual deliv
6、ery agentVirtual productElectronic commerce areasThe core of electronic commerceThe Dimensions of Electronic CommerceTraditional commerce A market is a network of interactions and relationships where information,products,services,and payments are exchanged.The market handles all the necessary transa
7、ctions.An electronic market is a place where shoppers and sellers meet electronically.In electronic markets,sellers and buyers negotiate,submit bids,agree on an order,and finish the execution on-or off-line.Electronic Markets An interorganizational information system(IOS)involves information flow am
8、ong two or more organizations.Its major objective is efficient routine transaction processing,such as transmitting orders,bills,and payments using EDI or extranets.Scope:An IOS is a unified system encompassing two or several business partners.A typical IOS includes a company and its suppliers and an
9、d/or customers.Interorganization Information SystemsyBusiness-to-businessyBusiness-to-customeryIntra business transactionsyOthersElectronicCommerceBusiness to BusinessBusiness to CustomerIntraorganizationalOtherInterorganizationalSystemBusiness to BusinessClassification of Electronic CommerceClassif
10、ication of EC by the Nature of the TransactionsAPPLICATION OF EC IN DIFFERENT FIELD电子商务在不同领域中的应用RetailingElectronic Marketing Direct marketing Customization Online customer service Electronic shopping malls:Intermediaries(e.g.Internet Mall)Stores(e.g.Amazon,J.C.Penney Online)Electronic intermediarie
11、s Global marketing11Shopper/PurchaserSeller/SupplierElectronic Market(Transaction Hander)Electronic commercenetwork(Infrastructure)Product/service information requestPurchase requestPayment or payment advicePurchase fulfillment requestPurchase change requestResponse to fulfillment requestShipping no
12、ticePayment approvalElectronic transfer of fundsElectronic transfer of fundsShopper/Purchasers BankPayment remittance noticeElectronic transfer of fundsTransaction Handlers Bank(Automated Clearing House)Seller/Suppliers BankElectronic Markets Prentice Hall,2000Response to information requestPurchase
13、 acknowledgmentShipping noticePurchase/service delivery(if online)Payment acknowledgmentActive Electronic IntermediariesnPure electronic mall Companys retailing business exists only on the Internet Electronic distributors take full responsibility of fulfilling orders and collecting payments Electron
14、ic brokers assist the search process of finding the appropriate products and their vendorsnPartial electronic mall Electronic mall as one of existing distribution channelsAiding Comparison ShoppingnSearch hypertext files by agentsnSearch in a web-based database both by human and software agents with
15、in an e-mallnComparable item retrieval and tabular comparisonnComparisons over multiple mallsnComparisons as a multiple criteria decision makingInternet Consumers and Market ResearchThe Importance of Customers Competition“fighting”on customers to succeed:control the 3Cs Customers customers becomes a
16、 King/Queen to succeed:finding and retaining customers Change EC is a new distribution channel to succeed:convince customers to go online and then to choose your company over the online competitorsOne-to-One MarketingnRelationship marketing “Overt attempt of exchange partners to build a long term as
17、sociation,characterized by purposeful cooperation and mutual dependence on the development of social,as well as structural,bonds”n“Treat different customers differently”Able to change the manner its products are configured or its service is delivered,based on the individual needs of individual custo
18、mersnConsumer Demographics(1998)Variables Influencing Decision Making Process Prentice Hall,20008 Prentice Hall,200021Types of Customer Service FunctionsTools of Customer ServicenPersonalized Web Pages used to record purchases and preference direct customized information to customers efficientlyOnli
19、ne Market ResearchOnline Market Research MethodAdvertisement in Electronic CommerceWhy Internet Advertisement?nThree-quarters of PC users gave up some television timenInternet users are well educated with high-income,which makes them a desired target for advertisersnAds can be updated any time with
20、a minimal cost;therefore they are timely and very accurateAdvertising MethodsnBannersnBanner Swapping nBanner ExchangesnPaid Advertising and Ad AgenciesnSplash ScreennURL(Universal Resource Locators)nE-mailnChat RoomsnBBSEC in Service IndustriesTravel and Tourism ServicesnBy the year 2000,close to 2
21、5 percent of all business-to customer Internet commerce will be related to tourismnThe Internet is an ideal place to plan,explore,and arrange almost any tripnIBMs vision of seamless electronic travel using smart cardsThe Employment Placement MarketReal Estate:From Virtual Realtors to Virtual Reality
22、nYou can view many properties on the screennYou can sort and organize propertiesnYou can find detailed information about the propertiesnYou can search,compare and apply for loansTrading Stocks OnlinenCosts between$7 and$20 per transaction(Vs.$30-$100 in traditional brokerage)nNo waiting on busy tele
23、phone linesnNo oral communication,less chance for errorsnPlace orders from anywhere,any time,day or nightnNo biased broker to push younConsiderable amount of free informationnImplementation Issues in Banking and Online TradingCyberbanking and Personal Finance Encrypted SSL Session&Digital Certificat
24、e Verification InitiatedExternal FirewallB of AWeb ServerInternal FirewallB of A Application ServerBank of America Security SystemLogon ScreenUser IDUser PasswordB of AWeb SiteCustomersComputerBilling OnlineConsumerBill ConsolidatorBillersPhoneCredit CardUtilityElectronic Credit Card Systemon the In
25、ternetnThe PlayersElectronic Fund Transfer(EFT)on the InternetAn Architecture of Electronic Fund Transfer on the InternetInternetPayerCyber BankBankCyber BankPayeeAutomatedClearinghouseVANBankVANPaymentGatewayPaymentGatewayOTHER E-PAYMENTnSmart CardsnElectronic Cash and MicropaymentsnElectronic Chec
26、k SystemsAuctions:From Theory to PracticeBenefits and LimitationslBenefits nFor sellerl Sells goods efficientlyl Sells goods with little action or effortl Creates a greater range of potential buyersl Sells excess inventories quickly via this processnFor buyersl Gets a huge variety of goodsl Finds qu
27、ality goods for largely discounted priceslLimitationsnInability to physically see the itemsnPossibility of fraudnLess competitive atmosphere may prevail on the NetOnline PublishingnThe electronic delivery of newspapers,magazines,news,and other information through the InternetnOnline Publishing Today
28、 and Tomorrow Today mainly used for disseminating information and for conducting sales transactions interactively Tomorrow include more customized material that the reader will receive free,or will pay fornVirtual Teaching and UniversitiesKnowledge DisseminationERP AND BUSINESS MANAGEMENT企业资源计划与工商管理
29、Business-to-Business Electronic CommerceMajor ConceptsnOrder fulfillment:Deliver right order on timenFront office operations:Order taking,advertisement,CRMnBack office operations:Accounting,finance,inventor,packaging,logisticsnLogistics:Managing the flow of goods,information and money along the supp
30、ly chainSupply ChainnDefinition All activities associated with the flow and transformation of goods from raw materials to end users2nd TierSupplierUpstreamInternalDownstream2nd TierSupplier2nd TierSupplier1st TierSupplier1st TierSupplierAssembly/Manufacturing andPackagingDistributionCentersRetailers
31、CustomersGrainProducerProcessingFacilityPackagingDistributorStoreCustomersCorrugateManufacturerLumberCompanyLabelManufacturerGrainCerealPackaged CerealLabelsWordPaperboardThe bullwhip effectnSlight changes in actual demand create problemsnPartners build“just in case”inventoriesnLack of trust among p
32、artnersnStockpilling result in huge costnThe manufacturers can not plan productionnCannot order material from suppliersSupply Chain ManagementnDefinition:Flow of material,information,money,etc.from raw material suppliers through factories to customersnIt includes:organizations,procedures,peoplenSCM:
33、Integration of the business processes along the chain,Planning,Organizing,control of many activitiesnActivities:Purchasing,delivery,packaging,checking,warehousing,etc.IT as problem solverEvolution of Software IntegrationnCompletely Independent of each other=Material Requirements Planning:Inventory,p
34、roduction=Manufacturing Requirements Planning more integrated,MRP+Finance+labornERP=Enterprise Resources Planning All functional areas=Include suppliers,customersFrom SAP to mySAP.comnSAP=Traditional ERP=Automate and Integrate transactionsnMySAP.com=web based comprehensive system Workplace-a persona
35、lized,role-based interface Marketplace-one stop destination for business professional to collaborate Business Scenarios-products for the Internet and intranet Application-hosing-hosting Web applications for SMEs Enterprise Resource Planning(ERP)=Integrating business processes and activities in real
36、timenSolves many supply chain problemsnNecessary for medium to large corporationsnHelpful also for some SMEsnNeed to interface with EC order taking systemnManages all routine transactions in the Enterprise nRecently extended to suppliers and customersPost ERP(2nd Generation)n1st generation-transacti
37、on processing orientationn2nd generation including decision making capabilities EC requires decision support EC requires business intelligencenSCM software:Production Planning,Manpower utilization,Profitability models,market analysis.nIntegration of SCM capabilitiesnOther added functionalities:CRM,K
38、MASPnLeasing information systems applicationnBack to the days of“time sharing”nA risk prevention strategynVery popular with ERP(expensive,cumbersome)INFRASTRUCTURE OF EC电子商务的基础 A global networked environment is known as the Internet A counterpart within organizations,is called an intranet An extrane
39、t extends intranets so that they can be accessed by business partners.INTERNET，INTRANET，EXTRANETPublic/ExternalInternet UsersIntranetClientsServersERPLegacy systemsE-mail serversWeb serversDatabasesFirewalls54The Intranet Tunneling InternetExtranetIntranetFirewallIntranetFirewall55SuppliersVPNDistri
40、butorsVPNCustomersVPN Prentice Hall,2000EnterpriseConsumersSuppliersClientsBusiness PartnersDistributorsVPNInternetIntranetExtranetIntranetIntranetIntranetIntranetVPNVPNVPNVPNRemoteEmployeesBasic Concept of Extranets Revisited Prentice Hall,2000Elements of ExtranetsnComponents of Extranets Intranets
41、 Web server Firewalls Internet Service Provider(ISP)58Network Typical Type of Type Users Access Information InternetAny individual with dial-up access or LANUnlimited,public;no restrictionsGeneral,public and advertisementIntranetAuthorized employees ONLYPrivate and restrictedSpecific,corporate and proprietaryExtranetAuthorized groups from collaborating companiesPrivate and outside authorized partnersShared in authorized collaborating group Prentice Hall,2000TO BE A INTERNET BUSINESSMAN充分利用互联网做一个现代商人
