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Đề cương TMĐT

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CHAPTER 1: OVERVIEW OF E-COMMERCEConcept and characteristics of E-commerceWhat Is E-commerce?

Use of Internet and Web to transact business

More formally:

Digitally enabled commercial transactions between and among organizations and individuals

Characteristics E-commerce market is a market without borders.

The parties conducting transactions in e-commerce is not in direct contact with each other. Most transactions conducted through electronic devices.

E-commerce activities are the participation of at least three entities, which are indispensable network service providers, certification bodies.

Limitations, benefits and impact of E-commerce

Benefits For society:

Restoration of habitats.

Improving the living standards of the people.

Increased access to products and services of developing countries to poorer countries.

Promote the provision of public services.

For Business:

Expanding global markets

Cut down the costs

Strengthening relations custumers

Improved distribution system

Other benefits: facilitates launch new business projects and improve business reputation, promoting specialization and help SMEs overcome these disadvantages ...

For Consumers:

Offered products and services varied, abundant, exceeding the limit of space and time.

Reduced spending, saving time shopping.

Conditional impact and support each other in the community of e-commerce business

Limitations Technical Limitations:

- The reliability and safety of the whole system.- Internet connection .- E-commerce servers, tools, software development.- Combining e-commerce software and other application software.

Commerce limitations:- Difficulties in changing consumer habits.- Laws, policies, taxes have not been finalized. -Safety and security is not absolute, increasing fraud.- The number of people involved in e-commerce is not large enough to achieve advantages of scale.

Impact of E-commerce Altering market nature.

Impact on production and business operations and administration.

Especially impact on marketing activities..

Levels and types of E-commerce transactions

Levels of E-commerceLevel 1: I-Commerce: Information commerceLevel 2: t-commerce: Transaction Commerce

Level 3: c-business c=collaborating, connecting

Types of E-commerce transations The parties in E-commerce: G (Government)

B (Business)

C (Consumer)

Main types of E-commerce transationsB2B (Business-to-Business)

B2C (Business-to-Consumer

C2C (Consumer-to-Consumer)

The development of E-commerce in Viet Nam

Overall situation:

E-commerce applications of business achieved good results.

E-commerce has grown in all localities of the country.

Online public services continue to be a positive development.

Online training has been formed and developed.

CHAPTER 2: E-COMMERCE BUSINESS MODELSE-commerce Business ModelsBusiness modelSet of planned activities designed to result in a profit in a marketplace

Business planDescribes a firms business model

E-commerce business modelUses/leverages unique qualities of Internet and Web

Eight Key Elements of a Business Model

Value PropositionHow does the product or service fulfill customer needs?

E-commerce value propositions:



Price/No shipping cost

Quick delivery

Unparalleled Selection

Product/service quality

Revenue Model How will the company earn money

Major types of revenue models:

Advertising revenue model- Facebook

Subscription revenue model Consumer Reports

Transaction fee revenue model- ebay

Sales revenue model AmazonMP3

Affiliate revenue model airlines/car rentals/hotels

Market Opportunity The intended Marketspace of the company

Marketspace: Area of actual or potential commercial value in which company intends to operate

Realistic market opportunity: Defined by revenue potential in each market niche in which company hopes to compete

Market opportunity typically divided into smaller niches

Competitive Environment Who else occupies your intended marketspace?

Other companies selling similar products in the same marketspace

Includes both direct and indirect competitors

Influenced by:

Number and size of active competitors

Each competitors market share

Competitors profitability

Competitors pricing

Competitive Advantage The special advantages of a firm

Superior product or cheaper product than competitors

What makes a product superior?

Important concepts:

Asymmetries exist when one competitor has more resources than the others

First-mover advantage, complementary resources

Unfair competitive advantage results from factors that are hard to duplicate or acquire (brands, natural resources, capital investments)

Leverage using your vast resources to move in other markets leveraging a large customer base

Perfect markets

Market Strategy How do you plan to promote your products or services to attract the target audience

Details how a company intends to enter market and attract customers

Best business concepts will fail if not properly marketed to potential customers.

Organizational Development The types of organizational structures within the firm necessary to carry out the business plan

Describes how firm will organize work

Typically, divided into functional departments

As company grows, hiring moves from generalists to specialists

Management Team What kind of backgrounds should the companys leaders have?

A strong management team:

Can make the business model work

Can give credibility to outside investors

Has market-specific knowledge

Has experience in implementing business plans

Categorizing E-commerceBusiness Models No one correct way (explained on upcoming slides)

Text categorizes according to:

E-commerce sector (e.g., B2B)

E-commerce technology (e.g., m-commerce)

Similar business models appear in more than one sector

Some companies use multiple business models (e.g., eBay)

B2C Business Models

E-tailer:,, Portal:,, Community Provider:,,

Content provider:,, Service provider:, Transaction broker:,,

Market creator:,,

B2B Business Models Net marketplaces



Exchange (

Industry consortium

Private industrial network

Single firm Industry wide

Others EC Business Models Customer-to-business(C2B) Business-to-business-to-consumer (B2B2C) Customer-to-customer (C2C) Business-to-employees (B2E) Collaborative commerce (c-commerce) E-government M-commerce F-commerce


Analyzing the factors affecting the integration of e-commerceAnalysis environmentalThe micro-environment: business areas, products, competitors, customersThe macro-environment : technology, economic factors, political and legal, cultural, social, geographic ...

The elements inside and outside the enterpriseInside: organizational structure, human resources, products, culture within businesses ...

Outside: pressure from buyers, suppliers, the role of government, other related organizations

SWOT Anlysis

Building e-commerce business plan

Identifying the business premises of the enterprise

Business purposes: startup, business reforms under the e-commerce business model or builds more e-commerce model Business objectives: the number of website visitors, market share, revenue ...

Business areas, products: the group in line with the online business (products, services), specialized product or combination of products ...

Markets and customers: domestic, international, target audience (age, gender, occupation, income)

Business capabilities: human resources, organizational structure, financial capabilities, IT infrastructure (Web server, sales software, support services software, security technology ...)

Technology Solutions: hire external services or self-designed and managed ...


The basic components and requirements of e-commerce business plan:

Strategic objectives

Business models and revenue

Make a difference and brand positioning

Product development and market

Supply Chain Management

Implementation plan

The evaluation criteria

Risk assessment

Things to note in building business plan Using the advice of experts in e-commerce

Must have the participation of business leaders

Plans and results of research, market analysis, decision to buy / sell and customer credibility

Consider cost, price issues

Considering the human resources, management and training

Focus on marketing

Assessment and evaluation:

Economic Social perspective : contributing to GDP growth, the state budget revenues, create jobs, promote the development of other sectors ...

Investor perspective: safety for capital and financial efficiency, promote the br