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课程目的
本课程旨在介绍电子商务的定义、分类、发展历史、主要的技术基础体系以及开展电子商务所需要采取的业务策略，帮助学生建立起电子商务知识结构，掌握电子商务的具体技能。
课程结构 教材 Gary P. Schneider ．电子商务（英文精编版 • 第 9 版）．北京：机械工业出版社， 2011.1 ．
参考资料 加里 P. 施耐德著；成栋译．电子商务（原书 第 7 版）．北京：机械工业出版社， 2010.1 ．
课程结构 授课时间、地点
2010-2011 学年第 2 学期 1-12 周，周四下午 5-7节课， 3 号楼 8 层 3819
考试方法 平时成绩及出勤：占 40% 期末考试（开卷笔试）：占 60%
课程结构 教学内容组织
第一部分：导论（第 1-2章），定义电子商务，指出企业如何使用电子商务技术来创造新的产品和服务，减少现有业务流程的成本，并提高其运作的有效性。同时介绍了电子商务的技术基础。
第二部分：业务策略（第 3、 4、 5、 6章），介绍了企业和其他机构从事在线商务活动所采取的业务策略。
第三部分：技术（第 7、 8、 9章），主要介绍电子商务的技术和工作原理。
第四部分：集成（第 10章），讲述企业在实施电子商务时对业务和技术进行集成。
Electronic Commerce
Chapter 1: The Second Wave of Global
E-Business
Dr. Jing Zhou
Dr. Jing Zhou - School of Computer Science, Communication University of China, Beijing; email [email protected]; © 2011
Learning Objectives What electronic commerce is and how it has evolv
ed into a second wave of growth
Why companies concentrate on revenue models ( 赢利模式 ) and the analysis of business processes ( 业务流程 ) instead of business models ( 商业模式 ) when they undertake electronic commerce initiatives ( 开始 )
How economic forces have created a business environment that is fostering ( 养育 ) a rebirth of electronic commerce
Learning Objectives Cont’d
How businesses use value chains ( 价值链 ) 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
Key Terms
activity 业务活动business model商业模式business process 业务流程business unit 业务单位business-to-business (B2B) 企业间business-to-consumer (B2C) 企业与消费者间business-to-government (B2G) 企业与政府间consumer-to-consumer (C2C) 消费者间commodity item商品company 公司culture 文化e-procurement 电子采购
Key Terms Cont’d
electronic business 电子商务electronic data interchange (EDI) 电子数据交换electronic fund transfer (EFT) 电子资金转帐firm 企业flat rate access 固定费率访问hierarchical business organization 等级制企业组织industry 行业industry value chain 行业价值链law of diminishing return 边际效益递减localization 本地化
Key Terms Cont’d
machine translation 机器翻译market 市场merchandising 零售推销network economic structure 网络经济结构network effect 网络效应primary activity 基本活动procurement 采购revenue model 盈利模式shipping profile 运输规格strategic alliance 战略联盟
Key Terms Cont’d
strategic business unit 战略业务单位strategic partner 战略伙伴strategic partnership 战略伙伴关系supply management 供应管理supporting activity 辅助活动SWOT analysis SWOT 分析telecommuting 远程办公telework 远程工作trading partner 贸易伙伴transaction 交易
Key Terms Cont’d
transaction cost 交易成本value-added network 增值网value chain 价值链value system 价值系统vertical integration 垂直一体化virtual community 虚拟社区virtual company 虚拟企业
Electronic Commerce: The Second Wave
Electronic commerce (e-commerce)
Shopping on the Web
Businesses trading with ( 进行交易 ) other businesses and internal processes ( 内部流程 )
Electronic business (e-business)
Term used interchangeably with e-commerce
The transformation of key business processes through the use of Internet technologies (IBM)
Electronic Commerce: The Second Wave Cont’d
Definition of e-commerce (used in this course)
Is used in its broadest sense
Includes all business activities ( 商务活动 ) that use I
nternet technologies
Categories of Electronic Commerce Three general e-commerce categories
Business-to-consumer Business-to-business (aka e-procurement, 电子采
购 ) Transactions and business processes
Supply management ( 供应管理 ) or procurement ( 采购 ) Departments devoted to negotiating purchase trans
actions with suppliers ( 供应商 )
17
FIGURE 1-1 Elements of electronic commerce
Categories of Electronic Commerce Cont’d Activity (业务活动 )
A task performed by a worker in the course of doing his/her job
Transaction (交易 )
An exchange of value, such as a purchase, a sale, or the conversion of raw materials into a finished product
Business processes ( 业务流程 )
The group of logical, related, and sequential activities and transactions in which businesses engage
19FIGURE 1-2 Electronic commerce categories
The Development and Growth of Electronic Commerce
Electronic funds transfers (EFTs, 电子资金转帐 ) Used by banking industry for more than 30 yrs
Also called wire transfers ( 电汇 )
Electronic transmissions of account exchange information over private communications networks
Electronic data interchange (EDI, 电子数据交换 ) Businesses have been engaging in EDI for many yrs
Transmitting computer-readable data in a standard format to another business
The Development and Growth of Electronic Commerce Cont’d
Trading partners ( 贸易伙伴 )
Businesses that engage in EDI with each other
Value-added network (VAN, 增值网 )
Independent firm
Offers connection and transaction-forwarding services to buyers and sellers engaged in EDI
22FIGURE 1-3 Actual and estimated online sales in B2C and B2B categories
The 1st Wave of E-commerce The 1st wave was from th
e mid 1990s to 2000
Dot-com boom (over $100 billion in investment): Rapid growth from mid-1990s to 2000
Dot-com bust: in 2000
Gloom years: 2000 –2003 (over $200 billion in investment)
2424
The Second Wave ( 第二次浪潮 ) of 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) Second wave: broadband connections
2525
The Second Wave of Electronic Commerce Cont’d
Internet technology integration First wave: bar codes, scanners Second wave: Radio Frequency Identification (RFID)
devices, smart cards, biometric technologies Electronic mail (e-mail) use
First wave: unstructured communication Second wave: integral part of marketing, customer
contact strategies Revenue source
First wave: online advertising (failed) Second wave: Internet advertising (more successful)
2626
The Second Wave of Electronic Commerce Cont’d
Digital product sales First wave: fraught with difficulties (music industry) Second wave: fulfilling available technology promise Mobile telephone based commerce (mobile commer
ce or m-commerce) Smart phone technology enabling mobile commerce Web 2.0: making new Web business possible
Business online strategy First wave: first-mover advantage ( 先发优势 ) Second wave: businesses not relying on first-mover a
dvantage
Business Models, Revenue Models, and Business Processes Business model ( 商业模式 )
A set of processes that combine to yield a profit
Revenue model ( 盈利模式 ) Used to
Identify customers
Market to those customers
Generate sales to those customers
Focus on Specific Business Processes In addition to the revenue model, companies think of the
rest of their operations as specific business processes including
Purchasing raw materials or goods for resale
Converting materials and labor into finished goods
Managing transportation and logistics ( 物流 )
And many other activities
This course will help you learn how to identify the specific business processes that firms can accomplish more effectively by using e-commerce technologies
Role of Merchandising ( 零售推销 )
Merchandising
Combination of store design ( 店面设计 ), layout ( 布局 ), and product display ( 产品陈列 ) knowledge
Skills of merchandising and personal selling can be difficult to practice ( 实行 ) remotely
Product/Process Suitability to Electronic Commerce Commodity item ( 商品 )
Hard to distinguish from the same products or services provided by other sellers
Features have become standardized and well known
Shipping profile ( 运输规格 )
Collection of attributes that affect how easily a product can be packaged ( 包装 ) and delivered ( 交付 )
High value-to-weight ratio ( 价值 / 重量比 ): Can make overall shipping cost a small fraction ( 小部分 ) of selling price
How about jewelry?
Business Processes Suited to Certain Type of Commerce
E-Commerce
Sale/purchase of books & CDs, travel services, investments and insurance products
Sale/purchase of goods that have strong band reputations
Online delivery of software
Online shipment tracking ( 运货跟踪 )
Business Processes Suited to Certain Type of Commerce Cont’d
E-Commerce & Traditional
Sale/purchase of automobiles, residential real estate ( 房地产 ) (e.g. do research online then buy from a dealer ( 经销商 ) or real estate agent), and high value jewelry and antiques (personal inspection required; prefer to touch, smell or examine closely)
Online banking ( 在线银行 )
Roommate-matching ( 室友匹配 ) service
Business Processes Suited to Certain Type of Commerce Cont’d
Traditional
Sale/purchase of impulse items ( 一时冲动购买的商品 ) for immediate use
Small denomination ( 小额货币 ) purchases and sales (since there is not yet a standard for transferring small amounts of money on the Web)
Sale/purchase of used, unbranded goods
Advantages of Electronic Commerce Increases sales ( 销售 ), decreases cost ( 费
用 ) Virtual community: gathering of people onlin
e Using Web 2.0 technologies
Provides sales opportunities for sellers (businesses can identify new suppliers and partners) and purchasing opportunities for buyers
Increases speed and accuracy for exchanged information, thus reducing cost
Advantages of Electronic Commerce Cont’d
Business can be transacted 24hrs a day The level of detail of purchase information is selecte
d by user Digital products can be delivered instantly Tax refunds ( 退税 ), public retirement ( 退休金 ) and w
elfare support ( 社会福利金 ) costs less when distributed over the Internet
Allows products and services to be available in remote areas, e.g. remote learning
Disadvantages of Electronic Commerce
Inability to sell some products (e.g. high cost jewelry and perishable ( 易腐烂的 ) foods)
Many products require a large number of people to purchase to be viable ( 可行的 )
High capital investment ( 资本投资 )
Difficulty in integrating ( 集成 ) current databases and transaction processing systems into e-commerce solutions
Disadvantages of Electronic Commerce
Cultural and legal obstacles ( 障碍 )
Transmission of credit card details
Some consumers resistant to change
Laws are unclear
Shipping profile: Products with a low value-to-weight ratio that can not be efficiently packed and shipped are unsuitable (use traditional commerce)
Economic Forces ( 力量 ) and Electronic Commerce
Economics
Study of how people allocate scarce ( 稀少的 ) resources
Two conditions of a market
Potential sellers of a good come into contact with potential buyers
A medium of exchange is available
Hierarchical Business Organizations (Firms)
Firms participate in markets to purchase rawmaterials and sell finish products.
W o rke rA
M a n ag e rA
W o rke rB
M a n ag e rB
E xecu tive1
W o rke rE
M a n ag e rE
W o rke rF
M a n ag e rF
E xecu tive2
W o rke rJ
M a n ag e rJ
W o rke rK
M a n ag e rK
E xecu tive3
C h ie f O p e ra tin g O ffice r 首席运营官
主管
经理
工人
Transaction Costs ( 交易成本 )
The total costs that a buyer and seller incur as they gather information and negotiate a purchase/sale transaction
Cost of information search and acquisition
Investment of seller in equipment or in the hiring of skilled employees to supply product or service to buyer
Transaction Costs Example
Transaction costs incurred by a sweater dealer when purchasing from independent sweater knitters ( 编织工 ):
Cost of identifying independent knitters
Cost of site visit ( 现场访问 ) to negotiate purchase price, arrange delivery and inspection of sweaters
Costs incurred by knitters:
Knitting tools and yarn ( 毛线 ) purchase
42FIGURE 1-6 Market form of economic organization
Transaction Costs Example Cont’d
When transaction costs were high, businesspeople would form organizations to replace market-negotiated transactions.
Vertical integration ( 垂直一体化 )
Existing firms replace one or more of its supplier markets with its own hierarchical structure for creating the supplied product
44
FIGURE 1-7 Hierarchical form of economic organization
The Role of Electronic Commerce Businesses and individuals can use electronic com
merce to reduce transaction costs by Improving flow of information ( 信息流 ) Increasing coordination of actions ( 行为的协调 )
Businesses can use e-commerce to reduce transaction costs by
supporting telecommuting ( 远程工作 ) rather than physical commuting ( 通勤 ) to allow global employment opportunities
Network Economic Structures
Network economic structure ( 网络经济结构 ) Companies coordinate their strategies ( 战略 ), res
ources, and skill sets by forming long-term ( 长期的 ), stable ( 稳定的 ) relationship based on shared purposes
Strategic alliances (strategic partnerships 战略联盟或战略伙伴关系 ) Relationships created within the network economi
c structure
Network Economic Structures Cont’d
Virtual companies ( 虚拟企业 ) Strategic alliances that occur between or among companie
s operating on the Internet
Strategic partners Come together as a team for a specific project or activity
E-commerce can make network organizations relying extensively on information sharing, much easier to construct and maintain
48
FIGURE 1-8 Network form of economic organization
Network Effects
Law of diminishing returns ( 边际效益递减 ) Most activities yield less value as the amount of c
onsumption increases
Network effect ( 网络效应 ) As more people or organizations participate in a n
etwork Value of network to each participant increases
Using e-commerce to create network effects
Value Chains ( 价值链 ) in Electronic Commerce
Strategic business unit (or business unit 战略业务单位或业务单位 ) One particular combination of product, distribution
channel ( 分销渠道 ), and customer type
Firm ( 公司 ) Multiple business units owned by a common set o
f shareholders ( 股东 )
Industry ( 行业 ) Multiple firms that sell similar products to similar c
ustomers
Strategic Business Unit Value Chains Value chain ( 价值链 ) --- by Michael Porter in1
985 A way of organizing the activities that each strate
gic business unit undertakes
Primary activities ( 基本活动 ) Design, produce, promote, market, deliver, and su
pport the products or services it sells
Supporting activities ( 辅助活动 ) Finance and administration, human resource man
agement, and technology development
52
FIGURE 1-9 Value chain for a strategic business unit
Industry Value Chains ( 行业价值链 )
Value system ( 价值系统 )
Larger stream of activities ( 业务活动流 ) into which a particular business unit’s value chain is embedded
Also referred to as industry value chain
Managers can identify new opportunities for cost reduction, product improvement, or channel reconfiguration ( 渠道重组 ) by knowing how other business units in the industry value chain conduct activities
54
FIGURE 1-9 Value chain for a strategic business unit
SWOT Analysis: Evaluating Business Unit Opportunities
SWOT analysis
Analyst first looks into the business unit to identify its strengths (优势 ) and weaknesses ( 劣势 )
Analyst then reviews operating environment and identifies opportunities ( 机遇 ) and threats (威胁 )
International Nature of Electronic Commerce Trust Issues ( 信任问题 )
Companies with established reputations ( 知名的公司 ) Often create trust by ensuring that customers know w
ho they are
Can rely on their established brand names to create trust on the Web
Customers’ inherent lack of trust in “strangers” on the Web Logical and to be expected
Language Issues
To do business effectively in other cultures
Must adapt to culture (think globally, act locally)
Researchers have found that
Customers are more likely to buy products and services from Web sites in their own language
Localization ( 本地化 )
Translation that considers multiple elements of local environment
Culture Issues
Important element of business trust
Anticipate how the other party to a transaction will act in specific circumstances
Culture
Combination of language ( 语言 ) and customs ( 习惯 )
Varies across national boundaries
Varies across regions within nations
Culture Issues Cont’d Example:
General Motors Chevrolet Nova automobile amused people in Latin America since no va means “it will not go”
Choice of icons on Web pages becomes problematic on international Web sites: In the US a shopping cart is useful, in the UK a shoppi
ng basket is more appropriate, Australians call shopping carts, shopping trolleys
In many places other than Brazil the thumbs up gesture means okay, in Brazil it is an obscene gesture
Infrastructure Issues
Internet infrastructure includes Computers and software connected to Internet Communications networks over which message
packets travel
Organization for Economic Cooperation and Development’s (OECD 经合组织 ) issued Statements on Information and Communications Policy
Deal with telecommunications infrastructure development issues
Infrastructure Issues Cont’d
Flat-rate access ( 固定费率访问 ) system
Consumer or business pays one monthly fee for unlimited telephone line usage
Contributed to rapid rise of U.S. electronic commerce
Targets for technological solutions
Paperwork ( 单证 ) and often convoluted processes ( 流转 ) that accompany international transactions
65FIGURE 1-14 Parties involved in a typical international trade transaction
Summary Commerce
Negotiated exchange of goods or services Electronic commerce
Application of Internet technologies to conduct business more effectively
First wave of electronic commerce Ended in 2000
Second wave of electronic commerce New approaches to integrating Internet
technologies into business processes
Summary Using electronic commerce, businesses have
Created new products and services Improved promotion, marketing, and delivery of
existing offerings Global nature of electronic commerce
Leads to many opportunities and few challenges To conduct electronic commerce across
international borders You must understand the trust, cultural, language
and legal issues
Definitions
A commodity item is a product or service that is hard to distinguish from the same products or services provided by other sellers (e.g. gasoline, office suppliers, soap and computers).
A transaction is an exchange of value, such as a purchase or sale, or the conversion of raw materials into finished products (a transaction has one or more associated activity).
A business process is the set of logically related and sequential activities and transactions in which businesses engage.
Definitions Cont’d
Merchandising is a combination of store design, layout and product display knowledge
A shipping profile is the collection of attributes that affect how easily that product can be packaged and delivered (e.g. airline tickets have a high value-to-weight ratio)
Definitions Cont’d
The definition of a market satisfies two conditions: Potential seller of a good (product) comes into co
ntact with buyers A medium of exchange is available (e.g. currency
or barter (to exchange goods or services directly without the use of money) 物物交换 )
Definitions Cont’d
Transaction costs are the total costs that a buyer and seller incur as they gather information and negotiate a purchase/sale transaction. This includes: Brokerage fees (回扣 ) and sales commissions ( 佣
金 ) Cost of information search and acquisition Seller’s investment in equipment or hiring of skille
d employees
