Chapter 1: Introduction to Electronic Commerce

Electronic Commerce
Chapter 1:
Introduction to Electronic Commerce
About Me
陈
涛
籍贯:湖北
2007年6月，华中科技大学管理学院，博
士，管理信息系统
2007年－2009年6月，华中科技大学公共
管理学院，博士后，电子政务
2
About Me
研究方向：IT项目管理
电子政务
IT外包
3
Importance of this course
比尔·盖茨：互联网将改变人类生活的方方面面。
True Lies
Importance of this course
Some famous people
开发信息资源，
服务四化建设。
1984年9月
为《经济参考》题词
Some famous people
四个现代化，哪一化
也离不开
信息化。
1991年
Some famous people
2000年10月9日（关于制定
“十五” 计划建议的说明）
新的历史机遇，使我们可以把工业化与信息
化结合起来，以信息化带动工业化，发挥后发优势
，实现生产力跨越式发展。
我们讲抓住机遇，很重要的就是要抓住信息化
这个机遇。
Some famous people
科学发现正在为技术创新和生
产力发展开辟更加广阔的道路，科技
成果产业化周期缩短，技术更新速度
越来越快，以信息科技、生物科技为
主要标志的高技术及其产业快速发展，不断创造出
新的科技制高点和经济增长点，成为科技创新和先
进生产力的集中体现，成为推动经济社会发展的强
大动力。
----胡锦涛在两院院士大会上的讲话
E-commerce Case
A Real E-commerce Company In China
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Team discussions
1. What is E-commerce?
2. What’s the difference between e-commerce and
traditional commerce.
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General Course Information
Instructor: CHEN TAO
Office: 550, SCHOOL OF PUBLIC ADMINISTRATION
E-mail: [email protected]
Web site: http://spa.hust.edu.cn/2008/Classroom/ec/
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Textbook
Gary Schneider, Electronic Commerce, Seventh
Annual Edition. Thomson Course Technology, 2007,
ISBN 1-4188-3703-2.
书名:电子商务（原书第7版）
作者:（美）施奈德（Schneider，G.P）著
成栋译
出版社：机械工业出版社
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Tentative Course Schedule
Week
Topics
Chapter
14-Mon
Introduction to Electronic Commerce
Chapter 1
Chapter 2
15-Wed
Technology Infrastructure: The Internet and the
World Wide Web
Selling on the Web: Revenue Models and Building a
Web Presence
Marketing on the Web
16-Mon
Business-to-Business Strategies: From Electronic
Data Interchange to Electronic Commerce
Chapter 5
Chapter 6
16-Wed
Online Auctions, Virtual Communities, and Web
Portals
17-Mon
The Environment of Electronic Commerce: Legal,
Ethical, and Tax Issues
Chapter 7
17-Wed
Planning for Electronic Commerce
Chapter 12
14-Wed
15-Mon
Electronic Commerce
Chapter 3
Chapter 4
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Grading and Evaluation Criteria
 20% of the grade is based on Class Participation &
Attendance.
 30% of the grade is based on Lab Exercises.
 50% of the grade is based on a final term
examination.
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Presentation topics
Date
Presentation
Group
Topics
15-Mon
Group 1
移动商务
15-Wed
Group 2
数字鸿沟
16-Mon
Group 3
WEB2.0
16-Wed
Group 4
商务智能
17-Mon
Group 5
电子商务中的物流
17-Wed
Group 6
电子商务中的安全与隐私
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Chapter 1: Introduction to Electronic Commerce
Objectives
In this chapter, you will learn about:
• What electronic commerce is and how it is
experiencing a second wave of growth with a new
focus on profitability
电子商务：第二次浪潮
• Why companies now concentrate on revenue models
and the analysis of business processes instead of
business models when they undertake electronic
commerce initiatives
商业模式、盈利模式和业务流程
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Objectives (continued)
• How economic forces have created a business
environment that is fostering the second wave of
electronic commerce
经济因素与电子商务
• How businesses use value chains and SWOT
analysis to identify electronic commerce opportunities
识别电子商务的机会
• The international nature of electronic commerce and
the challenges that arise in engaging in electronic
commerce on a global scale
电子商务的国际化性质
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What is Electronic Commerce
• Electronic commerce (e-commerce)
– Businesses trading with other businesses on the Internet
企业与企业在互联网上开展的交易活动
• Electronic business (e-business)
– Term used interchangeably with e-commerce
– The transformation of key business processes through the
use of Internet technologies
使用互联网技术进行的关键业务活动
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Transaction and Business processes
• Transaction 交易
– An exchange of value
• Business processes 业务流程
– The group of logical, related, and sequential
activities and transactions in which businesses
engage
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Transaction and Business processes
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Categories of Electronic
Commerce
• Five general e-commerce categories:
Business-to-consumer
Business-to-business
Business processes
Consumer-to-consumer
Business-to-government
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The Development and Growth of
Electronic Commerce
• Electronic funds transfers (EFTs)
电子资金转帐
– Also called wire transfers
– Electronic transmissions of account exchange information
over private communications networks
• Electronic data interchange (EDI)
电子数据交换
– Transmitting computer-readable data in a standard format to
another business
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The Development and Growth of
Electronic Commerce (continued)
• Trading partners 贸易伙伴
– Businesses that engage in EDI with each other
• Value-added network (VAN)
价值增值网
– Independent firm that offers connection and
transaction-forwarding services to buyers and
sellers engaged in EDI
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The first Wave of Electronic
Commerce
• Defining characteristics of the first wave:
– Dominant influence of U.S. businesses 美国企业
– Extensive use of the English language 英语
– Many new companies started with outside investor
money 外部投资
– Unstructured use of e-mail 电邮使用比较随意
– Over-reliance on advertising as a revenue source
过度依赖广告
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2000-2002，纳斯达克指数三年跌幅达78%。
互联网经历了一场寒冬。
The Second Wave of Electronic
Commerce (continued)
• Second wave:
– Global enterprises in many countries are
participating in electronic commerce 全球企业
– Established companies fund electronic commerce
initiatives with their own capital 内部投资
– Customized e-mail strategies are now integral to
customer contact 定制化的邮件策略
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Business Models, Revenue Models,
and Business Processes
• Business model
业务模型
– A set of processes that combine to yield a profit
• Revenue model
收益模型
– A specific collection of business processes used
to:
• Identify customers 识别客户
• Market to those customers 营销
• Generate sales to those customers 产生收益
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Product/Process Suitability to
Electronic Commerce
适合于电子商务的产品或服务类型
• Books and CDs
• Software
• Vegetables
• Jewelry
• Clothes
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Product/Process Suitability to
Electronic Commerce (continued)
• Commodity item
– Hard to distinguish from the same products or services
provided by other sellers 同质化
– Features have become standardized and well known 标准化
• Shipping profile
运输特征
– Collection of attributes that affect how easily a product can
be packaged and delivered
• High value-to-weight ratio 价值重量比
– Can make overall shipping cost a small fraction of the selling
price
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Advantages of Electronic
Commerce
• Electronic commerce can increase sales and
decrease costs 增加销售并降低成本
• If advertising is done well on the Web, it can get a
firm’s promotional message out to potential
customers in every country 在全球市场进行营销
• Using e-commerce sales support and order-taking
processes, a business can:
– Reduce costs of handling sales inquiries
减少处理询价的成本
– Provide price quotes
Electronic Commerce
高效地传递报价
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Advantages of Electronic
Commerce (continued)
• It increases purchasing opportunities for buyers
加买方的购买机会
增
• Negotiating price and delivery terms is easier 商务
谈判更加容易
• The following cost less to issue and arrive securely
and quickly: 使以下业务的成本更低、更安全、快捷
– Electronic payments of tax refunds 电子税收
– Public retirement
退休金
– Welfare support
社会福利金
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Disadvantages of Electronic
Commerce
• Perishable grocery products are much harder
to sell online 易腐食品难以在网上销售
• It is difficult to:
– Calculate return on investment 难以计算投资回报
– Integrate existing databases and transactionprocessing software into software that enables ecommerce 难以集成现有信息系统与EC
• Cultural and legal obstacles also exist 还存在
文化与法律障碍
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Economic Forces and Electronic
Commerce
• Transaction costs are the total costs that a buyer and
seller incur 买方与买方发生的总体成本
• Significant components of transaction costs:
– Cost of information search and acquisition
信息的搜寻与获取成本
– Investment of the seller in equipment or in the hiring of
skilled employees to supply products or services to the buyer
卖方的设备投资、人力成本等
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Using Electronic Commerce to
Reduce Transaction Costs
• Businesses and individuals can use
electronic commerce to reduce transaction
costs by:
– Improving the flow of information
提高信息流的效率
– Increasing coordination of actions
增加业务活动的协调性
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Identifying Electronic Commerce
Opportunities
• Value chain 价值链
– A way of organizing the activities that each
strategic business unit undertakes
• Primary activities include: 主要活动
– Designing, producing, promoting, marketing,
delivering, and supporting the products or services
it sells
• Supporting activities include: 支持性活动
– Human resource management and purchasing
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SWOT Analysis: Evaluating
Business Unit Opportunities
• In SWOT analysis:
– An analyst first looks into the business unit to
identify its strengths and weaknesses 优势与劣势
– The analyst then reviews the operating
environment and identifies opportunities and
threats 机会与威胁
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International Nature of Electronic
Commerce
• Companies with established reputations: 已经建立起
来声誉的公司
– Often create trust by ensuring that customers know who they
are 知名度
– Can rely on their established brand names to create trust on
the Web 品牌的价值
• Customers’ inherent lack of trust in “strangers” on the
Web is logical and to be expected 消费者往往对互
联网上的陌生对象缺乏信任
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Language Issues
• To do business effectively in other cultures a
business must adapt to those cultures
适应对方的文化
• Researchers have found that customers are
more likely to buy products and services from
Web sites in their own language 习惯于母语
• Localization 本地化
– Translation that considers multiple elements of the
local environment 考虑当地环境的多种因素
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Culture Issues
• Culture:
– Combination of language and customs
语言与习俗的结合体
– Varies across national boundaries
不同国家的文化差异
– Varies across regions within nations
不同地区之间的文化差异
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Infrastructure Issues
• Internet infrastructure includes:
互联网基础设施包括：
– Computers and software connected to the Internet
计算机与软件
– Communications networks over which message
packets travel
通信网络
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Summary
• Commerce 商务
– Negotiated exchange of goods or services
• Electronic commerce 电子商务
– Application of new technologies to conduct business more
effectively
• First wave of electronic commerce
电子商务的第一次浪潮
– Ended in 2000
• Second wave of electronic commerce
电子商务的第二次浪潮
– New approaches to integrating Internet technologies into
business processes
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Summary (continued)
• Using electronic commerce, businesses have:
电子商务的作用
– Created new products and services
– Improved promotion, marketing, and delivery of existing
offerings
• The global nature of electronic commerce leads to
many opportunities and few challenges
电子商务的机遇和挑战
• To conduct electronic commerce across international
borders, you must understand the trust, cultural,
language, and legal issues
电子商务的信任、文化、语言和法律问题
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