信息时代的管理信息系统Chap005ppt课件

Chapter5ElectronicCommerce:StrategiesfortheNewEconomyCopyright©2010bytheMcGraw-HillCompanies,Inc.Allrightsreserved.McGraw-Hill/IrwinSTUDENTLEARNINGOUTCOMESDefineanddescribethe9majore-commercebusinessmodels.IdentifythedifferencesandsimilaritiesamongcustomersandtheirperceptionofvalueinB2BandB2Ce-commerce.CompareandcontrastdevelopingamarketingmixinB2BandB2Ce-commerce.5-*STUDENTLEARNINGOUTCOMESSummarizewaysofmovingmoneyine-commerceandrelatedissues.Discussmajortrendsthatareimpactingboththee-commerceworldandsocietyingeneral.5-*WHAT’SREPLACINGTHEDAYAFTERTHANKSGIVINGFORSHOPPINGSALES?BlackFridayistraditionallyabigdayforretailersIt’swhenChristmasshoppersspendalotofmoney,movingretailersoutoftheredandintotheblackButBlackFridaymaysoonbereplacedbyCyberMondayCyberMondayistheMondayafterThanksgivingwhenpeoplegobacktoworkandbuyproductsonline5-*WHAT’SREPLACINGTHEDAYAFTERTHANKSGIVINGFORSHOPPINGSALES?The“e”ine-commercechangesalotofthingsForexample,BlackFridayisabrick-and-mortarconcept;CyberMondayisan“e”(electronic)conceptNomatter,anykindofcommerceisstilljustcommerceAndallbusinessesmustexecutewelltosurviveandthrive5-*WHAT’SREPLACINGTHEDAYAFTERTHANKSGIVINGFORSHOPPINGSALES?Doyoushopforgiftsonline?Ifso,atwhatsitesandforwhatoccasions?What’syourtakeonpeoplespendingtimeatworktoshopforpersonalitems?Howcanbrick-and-mortarretailerstakeadvantageofCyberMonday?5-*INTRODUCTIONE-commerceischangingeverythingElectroniccommerce(e-commerce)–commerce,butitiscommerceacceleratedandenhancedbyITBuildpowerfulrelationshipswithcustomersBuildpowerfulrelationshipswithsuppliersBuildpowerfulrelationshipswithpartners5-*INTRODUCTIONBute-commerceisstillcommerceYoumusthaveaclearpath-to-profitability(P2P),aformalbusinessplanthatoutlineskeybusinessissuessuchas…CustomertargetsMarketingstrategiesOperationsstrategiesProjectedincomestatementandbalancesheettargets5-*CHAPTERORGANIZATIONE-CommerceBusinessModelsLearningoutcome#1UnderstandYourBusiness,Products,Services,andCustomersLearningoutcome#2FindCustomersandEstablishRelationshipsLearningoutcome#35-*CHAPTERORGANIZATIONMoveMoneyEasilyandSecurelyLearningoutcome#4E-BusinessTrendsLearningoutcome#55-*E-COMMERCEBUSINESSMODELS5-*B2BE-CommerceBusinesstoBusiness(B2B)e-commerce–whenabusinesssellsproductsandservicestocustomerswhoareprimarilyotherbusinessesWhereallthee-commercemoneyisBasically,it’saboutbusinessesdoingbusinesswithotherbusinessesSupplychainmanagement(fromChapter2)isabigpartofB2Be-commerce5-*B2CE-CommerceBusinesstoConsumer(B2C)e-commerce–whenabusinesssellsproductsandservicestocustomerswhoareprimarilyindividualsB2Cistheglitzye-commercelikeiTunes,eBay,etcB2Cisaprimaryfocusofthelatersectionsinthischapter5-*C2BE-CommerceConsumertoBusiness(C2B)e-commerce–whenanindividualsellsproductsandservicestoabusinessTrueeconomicinversionoftheB2CmodelFotoliaisagoodexample(www.fotolia.com)Thereyoucanpostphotosandvideosandbusinesseswillpayyouaroyaltytousethem(iftheylikewhatyouoffer)YoucanalsoadvertisebusinessesonyourpersonalWebsite(calledanaffiliateprogram)andreceivemoniesforvisitorswhojumpfromyoursitetothebusiness’Websites5-*C2CE-CommerceConsumertoConsumer(C2C)e-commerce–whenanindividualsellsproductsandservicestoanotherindividual.Yousellingtoanotherperson(orthereverse)UsuallyoccursthroughanintermediarysuchaseBay5-*B2GE-CommerceBusinesstoGovernment(B2G)e-commerce–whenabusinesssellsproductsandservicestoagovernmententity.LockheedprovidingproductsandservicestoDoDFairlylargee-commercemodelintermsofrevenueMostU.S.governmententities(forsureatthefederallevel)won’tdobusinesswithyourbusinessifyoucan’tdoitelectronically5-*C2GE-CommerceConsumertoGovernment(C2G)e-commerce–whenanindividualsellsproductsandservicestoagovernmententityYousellingsomethingtothegovernmentThismarketisquitesmallandunremarkableMosttimes,“you”mustregisterasabusinessbeforesellingsomethingtothegovernment,whichwouldthenbecomeB2Ge-commerce5-*G2BE-CommerceGovernmenttoBusiness(G2B)e-commerce–whenagovernmententitysellsproductsandservicestobusinessesSBAprovidingsuretyguarantees,disasterassistance,ombudsmen,etctosmallbusinessesTSAholdingauctionsandsellingoffconfiscateditems(mosttimes,youmustbea“business”toparticipateintheseauctions)U.S.GeologicalSurvey(DOI)sellingdetailedsurveydatatobusinesses5-*G2CE-CommerceGovernmenttoConsumer(G2C)e-commerce–e-commerceactivitiesperformedbetweenagovernmentanditscitizensDoesnotfitwellatallwithinthetraditionalsupply-and-demande-commercenotionPayingtaxes,registeringvehicles,etc5-*G2GE-CommerceGovernmenttoGovernment(G2G)e-commerce–e-commerceactivitieswithinanation’sgovernment(canalsorefertoe-commerceactivitiesbetween2ormorenations’governments)Verticalgovtintegration–e-commerceamongagenciesupanddownfederalandlocallevelsHorizontalgovtintegration–e-commerceamongagencieswithinonelevel(e.g.,federal)Mainlyaboutinformationsharing,notcommerce5-*UNDERSTANDYOURBUSINESS,PRODUCTS,SERVICES,&CUSTOMERSTobesuccessful,youmust…DefineyourproductsandservicesDefineyourtargetcustomersB2B(otherbusinesses)B2C(individuals)Defineyourcustomersperceptionofthevalueofyourproductsandservices5-*WhoAreYourCustomers?BusinesstoBusinessOtherbusinessesBusinesstoConsumerIndividualsEachisdifferentandhasdifferentneedsandwants5-*CustomerProductandServiceValuePerception5-*B2C:ConvenienceVersusSpecialtyConvenienceLowerpricedPurchasedfrequentlyExample:commonfooditemsSpecialtyHigherpricedPurchasedlessfrequentlyExample:Stereos,computers5-*B2C:CommoditylikeandDigitalCommoditylikeSamenomatterwhereyoupurchaseitExamples:books,music,moviesPriceandeaseoforderingareimportantDigitalPurchasedanddeliveredovertheInternetBestproducttypeforB2Ce-commerceExamples:Music,software5-*B2C:MassCustomizationMasscustomization–theabilityofanorganizationtogiveitscustomerstheopportunitytotailoritsproductsorservicesDell–customizedcomputerpurchasesAppleiTunes–onlythemusicyouwant(notnecessarilythewholealbum)5-*B2B:MROVersusDirectMaintenance,repair,andoperations(MRO)materials(indirectmaterials)–materialsnecessaryforrunningacompanybutdonotrelatetothecompany’sprimarybusinessactivitiesSimilartoconvenienceitemsinB2COfficesupplies,repairparts,lubricatingoils5-*MROMaterialsBuyersinB2BmakelargepurchasesCanthendemandadiscount(nottrueinB2C)CanteamupwithotherbuyerstocreatedemandaggregationDemandaggregation–combiningpurchaserequestsfrommultiplebuyerswhichjustifiesalargerdiscount5-*DirectMaterialsDirectmaterials–materialsthatareusedinproductioninamanufacturingcompanyorareplacedontheshelfforsaleinretailenvironmentsRelatedirectlytoacompany’sprimarybusinessactivitiesQuality,quantity,anddeliverytimingareimportant5-*DirectMaterialsBuyerscanparticipateinreverseauctionsfordirectmaterialsReverseauction–processinwhichabuyerpostsitsinterestsinbuyingitemsandsellerscompetebysubmittingsuccessivelylowerbidsThelowestbidderwins5-*B2B:HorizontalVersusVerticalB2Be-commercetakesadvantageofe-marketplacesElectronicmarketplace(e-marketplace)–interactivebusinessprovidingacentralmarketwheremultiplebuyersandsellerscanengageine-commerceHorizontale-marketplacesVerticale-marketplaces5-*E-Marketplaces5-*HorizontalE-MarketplaceHorizontale-marketplace–connectsbuyersandsellersacrossmanyindustriesPrimarilyforMROmaterialsAllindustriesneedofficesupplies,travel,andthelike5-*VerticalE-MarketplaceVerticale-marketplace–connectsbuyersandsellersinagivenindustryPrimarilyfordirectmaterialsEachindustryhasuniquedirectmaterialneedsCovisint(www.covisint.com)–automotiveManyothers5-*ToSummarizeB2CVaryingdemographicsandlifestylesConvenienceversusspecialtyproductsCommoditylikeanddigitalworkbestofallMasscustomizationnecessaryinsomeinstances5-*ToSummarizeB2BMROversusdirectmaterialsDemandaggregationispresentE-marketplacesarevitallyimportantHorizontal(MROmaterialsmainly)Vertical(directmaterialsmainly)5-*FINDCUSTOMERSANDESTABLISHRELATIONSHIPSYoumustfirstfindcustomersThenestablishrelationshipsOtherwise,youcan’tmakeasaleB2CandB2Btechniquesareverydifferent5-*BusinesstoConsumerNeedtodetermineyourmarketingmixMarketingmix–setofmarketingtoolsyourorganizationwillusetopursueitsmarketingobjectivesinreachingandattractingpotentialcustomersTherearemanysuchtoolsforB2C5-*B2CMarketingMixToolsRegisteringwithsearchenginesOnlineadsViralmarketingAffiliateprograms5-*RegisteringwithSearchEnginesSomesearchengineswilllistyoursiteforfreeOtherschargeafeeForanadditionalfee,yoursitecanappearattopofasearchlist(everytime)5-*OnlineAdsOnlineads(bannerads)–smalladvertisementsthatappearonothersitesTwovariationsare:Pop-upad–smallWebpageadvertisementthatappearsonyourscreenoutsidethecurrentWebsitePop-underad–pop-upadyoudonotseeuntilyoucloseyourcurrentbrowserwindow5-*OnlineAdsBanneradforaloanlendingservices5-*ViralMarketingViralmarketing–encouragesusersofaproductorservicesuppliedbyaB2CbusinesstoencouragefriendstojoininaswellBlueMountainArts(www.bluemountain.com)SendacardCardhaslinksotheotherpersoncansendyouacardback5-*AffiliateProgramsAffiliateprogram–arrangementbetweentwoe-commercesitesthatdirectsviewersfromonesitetoanotherIfviewersbuyatthesecondsite,thesecondsitepaysasmallfeetothefirstsiteUsuallyapercentageofthesale5-*AffiliateProgramsClick-throughsandconversionratesareimportantClick-through–countofthenumberofpeoplewhovisitonesiteanduseanadtogettoanotherConversionrate–percentageofpotentialcustomerswhoactuallybuysomething5-*AffiliatePrograms5-*BusinesstoBusinessMarketingMuchmorepersonalNotusuallydonewithgenericadsdesignedformassdistributionOftentakeplaceine-marketplaces5-*BusinesstoBusinessMarketingOnceacontactismade,therelationshipmustbeestablishedThisoftenrequiresface-to-facemeetingsMustalsointegratetheITsystemstothesupplierbusinessandcustomerbusiness5-*ToSummarizeB2CMarketingmixdrivescustomerstoWebsiteSearchengines,onlineads,viralmarketing,andaffiliateprogramsFocusonconversionratestomeasuresuccess5-*ToSummarizeB2BFrequentlyoccursinane-marketplaceRequiresestablishingformalbusinessrelationshipRequiresITsystemintegrationDoesn’tincludebroadandgenericmarketingmix5-*MOVEMONEYEASILY&SECURELYIne-commerce,mostmoneymoveselectronicallySecuritybecomesveryimportant5-*B2CPaymentSystemsCreditcardsFinancialcybermediariesElectronicchecksElectronicBillPresentmentandPaymentSmartcards5-*FinancialCybermediariesFinancialcybermediary–Internet-basedcompanythatmakesiteasyforonepersontopayanotherpersonororganizationovertheInternetPayPal(www.paypal.com)isthemostwell-known5-*FinancialCybermediaries5-*ElectronicChecksElectroniccheck–mechanismforsendingmoneyfromyourcheckingorsavingsaccounttoanotherpersonororganizationManyimplementationsMostcommonimplementationisonlinebanking5-*ElectronicBillPresentment&PaymentElectronicBillPresentmentandPayment(EBPP)–systemthatsendsbillsovertheInternetandprovidesaneasy-to-usemechanism(perhapsabutton)topayforthemiftheamountlookscorrectAvailablethroughCheckfree(www.checkfree.com)andQuicken(www.quicken.com)5-*SmartCardsSmartcard–plasticcard(thesizeofacreditcard)thatcontainsanembeddedchiponwhichdigitalinformationcanbestoredandupdatedDebitcardsareanimplementation5-*B2CPaymentSystemsMustmovemoneyandotherinformationsuchasshippingaddressDigitalwalletscanhelpDigitalwallet–softwareandinformationSoftwareprovidestransactionsecurityInformationincludesdeliveryinformationandotherformsofnecessaryinformation5-*DigitalWalletsCanbe…Client-side–youcreatethisdigitalwalletandkeepitonyourcomputerServer-side(alsocalledathinwallet)–anorganizationcreatesthisforyouandkeepsitonitsservers5-*B2BPaymentSystemsBusinesscustomers…MakelargepurchasesWillnotpaywithcreditcardorfinancialcybermediaryUsefinancialEDIPayformanypurchasesatonce(perhapstheendofthemonth)5-*EDIElectronicdatainterchange(EDI)–directcomputer-to-computertransferoftransactioninformationinstandardbusinessdocuments,suchasinvoicesandpurchaseorders,inastandardformatHowbusinessescommunicatewitheachotherUsedine-marketplacesandVANs5-*EDIandaVAN5-*FinancialEDIFinancialEDI–anelectronicprocessusedprimarilywithinB2BforthepaymentofpurchasesThisiselectronicmoneyinB2BOftenoccursthroughanautomatedclearinghouse5-*Security:ThePervadingConcernSecurityisveryimportantwhenmovingmoneySomesecuritymeasures…EncryptionSecureSocketsLayersSecureElectronicTransactionsMany,manyothers5-*EncryptionEncryption–scramblesthecontentsofafilesothatyoucan’treaditwithouthavingtherightdecryptionkeyOftenthroughpublickeyencryption(PKE)–usestwokeys:apublickeyforeveryoneandprivatekeyforonlytherecipientoftheencryptedinformation5-*PublicKeyEncryption5-*SecureSocketsLayersSecureSocketsLayer(SSL)…CreatesasecureconnectionbetweenaWebclientandserverEncryptstheinformationSendstheinformationovertheInternetDenotedbylockicononbrowserorhttps://(noticethe“s”)5-*SecureSocketsLayersThe“s”inhttpsandthepadlock5-*SecureElectronicTransactionsSecureElectronicTransaction(SET)–transmissionmethodthatensurestransactionsarelegitimateaswellassecureHelpsverifyuseofacreditcard,forexample,bysendingthetransactiontothecreditissueraswellastheseller/supplier5-*ToSummarizeB2CCreditcards,financialcybermediaries,electronicchecks,EBPP,smartcards,anddigitalwalletsPayforindividualpurchases,usuallyinsmallamountsEachpaymentmustbevalidated5-*ToSummarizeB2BUseEDItofacilitateorderingprocessVANScanprovideforEDIandfinancialEDIUsefinancialEDIforpaymentofpurchases5-*ToSummarizeB2CandB2B–security…OverridingconcernEncryption,SSLs,SET,andothers5-*E-BUSINESSTRENDS“E”iscertainlychangingmanythingsManytrendsineverypartofyourlifeThreeimportantonesYouthM-commerceTheLongTailCrowdsourcing(inaclosingcasestudy)5-*E-BusinessTrend-YouthScreenager–personwhospendsalotoftimeinfrontofascreen–TV,iPod,computer,cellphoneDigitalnative–personalusheredintothisworldalongsidethedigitalrevolutionMostyoungpeoplearescreenagersanddigitalnativesTheyreadilyembracetechnologyandthereforearemostsuitedtorunningabusinessinthe“e”world5-*E-BusinessTrend–M-CommerceMobilecomputing–yourabilitytousetechnologytowirelesslyconnecttoandusecentrallylocatedinformationand/orapplicationsoftwareM-commerce–e-commerceconductedoverawirelessdeviceSubsetofmobilecomputingMobilityiskeyforthenextgenerationofe-commercethatwillrelyonKnowingwhereweareOurabilitytodoanythingfromanywhere5-*E-BusinessTrend–LongTailLongTail–firstofferedbyChrisAnderson;explainse-commerceprofitabilityintermsofasalescurveBrick-and-mortarbusinessescarrylimitedinventory,inventorythatispopularE-businessescancarryhugeamountsof“niche”inventorythatmayonlysellacoupleoftimesayear5-*E-BusinessTrend–LongTail5-*E-BusinessTrend–LongTail5-*