Chapter 1: Introduction to Electronic Commerce

Electronic Commerce

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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

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研究方向： IT 项目管理

电子政务

IT 外包

About Me

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

开发信息资源，服务四化建设。

1984年 9月

为《经济参考》题词

Importance of this course Some famous people

四个现代化，哪一化四个现代化，哪一化也离不开也离不开信息化。信息化。

19911991 年年

Some famous people

20002000 年年 1010 月月 99 日（关于制定日（关于制定 “ “ 十五” 计划建议的说明）十五” 计划建议的说明）

新的新的历史机遇历史机遇，使我们可以把工业化与信息化，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，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。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我们讲抓住机遇，很重要的就是要抓住信息化

这个机遇这个机遇 。。

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

Some famous people

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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: chentao15@163.com

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

14-WedTechnology Infrastructure: The Internet and the

World Wide WebChapter 2

15-MonSelling on the Web: Revenue Models and Building a

Web PresenceChapter 3

15-Wed Marketing on the Web Chapter 4

16-MonBusiness-to-Business Strategies: From Electronic

Data Interchange to Electronic CommerceChapter 5

16-WedOnline Auctions, Virtual Communities, and Web

PortalsChapter 6

17-MonThe Environment of Electronic Commerce: Legal,

Ethical, and Tax IssuesChapter 7

17-Wed Planning for Electronic Commerce Chapter 12

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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

DatePresentation

GroupTopics

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

• How businesses use value 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

　经济因素与电子商务

识别电子商务的机会

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

• Electronic business (e-business)

– Term used interchangeably with e-commerce

– The transformation of key business processes through the use of Internet technologies

企业与企业在互联网上开展的交易活动

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

2000-2002 ，纳斯达克指数三年跌幅达 78% 。互联网经历了一场寒冬。

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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 高效地传递报价

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Advantages of Electronic Commerce (continued)

• It increases purchasing opportunities for buyers 增加买方的购买机会

• 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 transaction-

processing software into software that enables e-commerce 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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• 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

Identifying Electronic Commerce Opportunities

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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