1、ELEVENTH EDITION ELECTRONIC COMMERCEGARY P.SCHNEIDER1 Cengage Learning 2015电子商务概论张昕瑞管理学院上海理工大学2ELEVENTH EDITION ELECTRONIC COMMERCEGARY P.SCHNEIDER2017-09-193Introduction to Electronic Commerce2017-09-264Selling on the Web 12017-10-035国庆假期2017-10-106Selling on the Web 22017-10-177Marketing on the We
2、b 12017-10-248Marketing on the Web 22017-10-319Business-to-Business Activities:Improving Efficiency and Reducing Costs 1ELEVENTH EDITION ELECTRONIC COMMERCEGARY P.SCHNEIDER2017-11-0710Business-to-Business Activities:Improving Efficiency and Reducing Costs 22017-11-1411Social Networking,Mobile Commer
3、ce,and Online Auctions2017-11-2112Planning for Electronic Commerce2017-11-2813Case Study2017-12-0514The Environment of Electronic Commerce:Legal,Ethical,and Tax Issues2017-12-1215Electronic Commerce Security2017-12-1916Payment Systems for Electronic Commerce2017-12-2617Group Presentation2018-01-0218
4、Test课程要求 上课要求：课前请假、避免迟到早退 随机点名三次缺勤，课程无成绩 课程评分标准：平时20%；小组作业及演讲40%；考试40%；其中：小组作业（内容40%、效果40%、PPT或多媒体20%）小组构成：46人一组Discussion What is e-commerce/business?What e-commerce/business company do you know?Whats the core business of this company?Why people choose to do business online?Whats the trend of e-com
5、merce/business?1-7ELEVENTH EDITION ELECTRONIC COMMERCEGARY P.SCHNEIDERIntroduction to Electronic CommerceChapter 18 Cengage Learning 2015Learning ObjectivesIn this chapter,you will learn about:What electronic commerce is and how it has evolved Why companies concentrate on revenue models and the anal
6、ysis of business processes instead of business models when they undertake electronic commerce initiatives How economic forces have created a business environment that is fostering the continued growth of electronic commerce Cengage Learning 20159 9Learning Objectives(contd.)How businesses use value
7、chains and SWOT analysis to identify electronic commerce opportunities The international nature of electronic commerce and the challenges that arise in engaging in electronic commerce on a global scale Cengage Learning 20151010Introduction Late 1990s:few companies doing buying or selling online Amaz
8、on,EBay establishing footholds 1998:Google search engine established Provided more relevant search results than existing search engine Web sites Sells advertising based on a keyword bidding model One of most successful online companies today Cengage Learning 201511The Evolution of Electronic Commerc
9、e Electronic commerce history Rapid growth from mid-1990s to 2000“Dot-com boom”followed by“dot-com bust”2000 to 2003:overly gloomy news reports 2003:signs of new life Sales and profit growth return Electronic commerce growing at a rapid pace Electronic commerce becomes part of general economy Cengag
10、e Learning 20151212The Evolution of Electronic Commerce Electronic commerce history(contd.)2008 general recession Electronic commerce hurt less than most of economy From 2003 to the present Electronic commerce expanded more in good times and contracted less in bad times Cengage Learning 20151313Elec
11、tronic Commerce and Electronic Business Electronic commerce Shopping on the Web Businesses trading with other businesses Internal company processes Broader term:electronic business(e-business)Includes all business activities using Internet technologies Internet and World Wide Web(Web)Wireless transm
12、issions on mobile telephone networks Dot-com(pure dot-com)Businesses operating only online Cengage Learning 20151414Categories of Electronic Commerce Business-to-consumer(B2C)Consumer shopping on the Web Business-to-business(B2B):e-procurement Transactions conducted between Web businesses Supply man
13、agement(procurement)departments Negotiate purchase transactions with suppliers Business processes Use of Internet technologies within the business1515 Cengage Learning 2015Categories of Electronic Commerce(contd.)Business activity Task performed by a worker in the course of doing his or her job May
14、or may not be related to a transaction Transaction Exchange of value Purchase,sale,or conversion of raw materials into finished product Involves at least one business activity Cengage Learning 201516Categories of Electronic Commerce(contd.)Business processes Group of logical,related,sequential activ
15、ities and transactions Web helping people work more effectively Telecommuting(telework)Cengage Learning 201517Relative Size of Electronic Commerce Elements Rough approximation shown in Figure 1-1 Dollar volume and number of transactions B2B much greater than B2C Number of transactions Supporting bus
16、iness processes greater than B2C and B2B combined Cengage Learning 201518 Cengage Learning 201519FIGURE 1-1 Elements of electronic commerce Cengage Learning 2015Relative Size of Electronic Commerce Elements(contd.)Consumer-to-consumer(C2C)Individuals buying and selling among themselves Web auction s
17、ite C2C sales included in B2C category Seller acts as a business(for transaction purposes)Business-to-government(B2G)Business transactions with government agencies Paying taxes,filing required reports B2G transactions included in B2B discussions Cengage Learning 20152020 Cengage Learning 201521FIGUR
18、E 1-2 Electronic commerce categories Cengage Learning 2015The Development and Growth of Electronic Commerce People engaging in commerce:Adopt available tools and technologies Internet Changed way people buy,sell,hire,and organize business activities More rapidly than any other technology Electronic
19、Funds Transfers(EFTs)Wire transfers Electronic transmissions of account exchange information Uses private communications networks Cengage Learning 20152222The Development and Growth of Electronic Commerce(contd.)Electronic Data Interchange(EDI)Business-to-business transmission of computer-readable d
20、ata in standard format Standard transmitting formats benefits Reduces errors Avoids printing and mailing costs Eliminates need to reenter data Trading partners Businesses engaging in EDI with each other EDI pioneers(example:Walmart)improved purchasing processes and supplier relationships Cengage Lea
21、rning 20152323The Development and Growth of Electronic Commerce(contd.)Problem faced by EDI pioneers High implementation cost Expensive computer hardware and software Establishing direct network connections to trading partners or subscribing to value-added network(VAN)Value-added network(VAN)Indepen
22、dent firm offering EDI connection and transaction-forwarding services EDI continues to be a large portion of B2B electronic commerce Cengage Learning 20152424The First Wave of Electronic Commerce,1995-2003 1997 to 2000 More than 12,000 Internet businesses begun 2000 to 2003$200 billion invested Fuel
23、ed online business activity growth rebirth 2008 to 2009 recession Growth continued,but at a slower rate Cengage Learning 20152525 Cengage Learning 201526FIGURE 1-3 Actual and estimated global online sales in B2C and B2B categories Cengage Learning 2015The Second Wave of Electronic Commerce,2004-2009
24、 Electronic commerce first and second wave characteristics Regional scope First wave:United States phenomenon Second wave:international Start-up capital First wave:easy to obtain Second wave:companies using internal funds Internet technologies used First wave:slow and inexpensive(especially B2C)Seco
25、nd wave:broadband connections Cengage Learning 20152727The Second Wave of Electronic Commerce,2004-2009(contd.)First and second wave characteristics(contd.)Electronic mail(e-mail)use First wave:unstructured communication Second wave:integral part of marketing,customer contact strategies Revenue sour
26、ce First wave:online advertising(failed)Second wave:Internet advertising(more successful)Cengage Learning 20152828The Second Wave of Electronic Commerce,2004-2009(contd.)First and second wave characteristics(contd.)Digital product sales First wave:fraught with difficulties(music industry)Second wave
27、:supports legal distribution on the Web Business online strategy First wave:first-mover advantage Second wave:second mouse gets the cheese Web 2.0 technologies Users participate in creating and modifying content Cengage Learning 20152929The Third Wave of Electronic Commerce Factors in the third wave
28、 Emergence of mobile commerce Smart phone technology and tablet computers have made Internet available everywhere Ever-increasing number of people have access to the Internet Critical mass of mobile users with powerful devices Widespread participation in social networking Often used to promote or se
29、ll goods and services Cengage Learning 201530The Third Wave of Electronic Commerce(contd.)Factors(contd.)Smaller businesses using Internet for sales,purchasing,and raising capital Crowdsourcing Analysis of large amounts of collected customer data Big data Data analytics Tracking technologies integra
30、ted into B2B electronic commerce RFID devices Biometric technologies Cengage Learning 201531 Cengage Learning 201532FIGURE 1-4 Key characteristics of the first three waves of electronic commerce Cengage Learning 2015Business Models,Revenue Models,and Business Processes Business model Set of processe
31、s combined to achieve company goal(typically profit)Electronic commerce first wave Investors sought Internet-driven business models Expectations of rapid sales growth,market dominance Successful“dot-com”business models were emulated Michael Porter argued business models did not exist Cengage Learnin
32、g 20153333Business Models,Revenue Models,and Business Processes(contd.)Instead of copying model,examine business elements Streamline,enhance,and replace with Internet technology driven processes Revenue model used today Specific collection of business processes Identify customers Market to those cus
33、tomers Generate sales Classify revenue-generating activities for communication and analysis purposes Cengage Learning 20153434Focus on Specific Business Processes Examples of business processes Purchasing raw materials or goods for resale Converting materials and labor into finished goods Managing t
34、ransportation and logistics Hiring and training employees Managing business finances Identify processes benefiting from e-commerce technology Internet technologies as a means to facilitate business processes Cengage Learning 20153535Role of Merchandising Merchandising Combination of store design,lay
35、out,and product display knowledge Salespeople skills Identify customer needs Find products or services meeting needs Merchandising and personal selling Difficult to practice remotely Web site success Transfer merchandising skills to the Web Easier for some products than others Cengage Learning 20153
36、636Product/Process Suitability to Electronic Commerce Evaluating advantages/disadvantages of electronic commerce Suitability is dependent on available technologies current state Change as new e-commerce tools emerge Cengage Learning 201537 Discussion:why Amazon began with selling books?Cengage Learn
37、ing 201538FIGURE 1-5 Business process suitability to type of commerce Cengage Learning 2015Product/Process Suitability to Electronic Commerce(contd.)Commodity item:well-suited to e-commerce selling Product or service hard to distinguish from same products or services provided by other sellers Featur
38、es:standardized and well known Price:distinguishing factor Consider products shipping profile Collection of attributes affecting how easily that product can be packaged and delivered High value-to-weight ratio is desirable Cengage Learning 20153939Product/Process Suitability to Electronic Commerce(c
39、ontd.)Easier-to-sell products have:Strong brand reputation Appeal to small but geographically diverse groups Traditional commerce better for:Products relying on personal selling skills Transactions involving large amounts of money Combination of electronic and traditional commerce strategies best wh
40、en:Business process includes both commodity and personal inspection aspects Cengage Learning 20154040Electronic Commerce:Opportunities,Cautions and Concerns Businesses need to exercise caution in weighing risks and benefits of online business As technologies advance:More businesses may benefit from
41、electronic commerce Cengage Learning 20154141Opportunities for Electronic Commerce Electronic commerce can help increase profits Increases sales Decreases business costs Virtual community Gathering of people online using Web 2.0 technologies Cengage Learning 201542Opportunities for Electronic Commer
42、ce(contd.)E-commerce buyer opportunities Increases purchasing opportunities Identifying new suppliers and business partners Efficiently obtaining competitive bid information Easier to negotiate price and delivery terms Increases speed,information exchange accuracy Wider range of choices available 24
43、 hours a day Immediate access to prospective purchase information Cengage Learning 201543Opportunities for Electronic Commerce(contd.)Benefits extend to general society Lower costs to issue and secure:Electronic payments of tax refunds Public retirement Welfare support Provides faster transmission P
44、rovides fraud,theft loss protection Electronic payments easier to audit and monitor Telecommuting reduces traffic,pollution Products and services available in remote areas Cengage Learning 20154444Electronic Commerce:Current Barriers Poor choices for electronic commerce Perishable foods and high-cos
45、t,unique items Four barriers Need for critical mass of customers with appropriate technology Unpredictability in costs and revenues Insufficient tools for hardware and software integration Cultural and legal barriers Cengage Learning 20154545Economic Forces and Electronic Commerce Economics Study ho
46、w people allocate scarce resources Markets Potential sellers come into contact with buyers Medium of exchange available(currency or barter)Organization hierarchy(flat or many levels)Transaction costs Motivation for moving economic activity to hierarchically structured firms Cengage Learning 20154646
47、Transaction Costs Total costs a buyer and seller incur While gathering information and negotiating purchase-and-sale transaction Costs include:Brokerage fees and sales commissions Cost of information search and acquisition Sweater dealer example(Figure 1-6)Cengage Learning 20154747 Cengage Learning
48、201548FIGURE 1-6 Market form of economic organization Cengage Learning 2015Markets and Hierarchies Coases analysis of high transaction costs Hierarchical organizations replace market-negotiated transactions Supervision and worker-monitoring elements Vertical integration sweater example(Figure 1-7)Ol
49、iver Williamson(extended Coases analysis)Complex manufacturing,assembly operations Hierarchically organized,vertically integrated Manufacturing innovations increased monitoring activities efficiency and effectiveness Cengage Learning 20154949 Cengage Learning 201550FIGURE 1-7 Hierarchical form of ec
50、onomic organization Cengage Learning 2015Markets and Hierarchies(contd.)Strategic business unit(business unit)Part of a company large enough to manage itself Small enough to quickly respond to business environment changes Exception to hierarchy trend Commodities Cengage Learning 201551Using Electron
