ec

EC AND BUSINESS OPERATION: 

EC AND BUSINESS OPERATION 电子商务与贸易实务

请用5分钟书面回答以下问题，答完后请在课后交过来：: 

请用5分钟书面回答以下问题，答完后请在课后交过来： 企业名称，规模，行业，产品 姓名，职位，学历，就业时间 你家里有没有计算机，能不能上网，对你的计算机应用能力进行评价。 你所在单位计算机有多少台，有无网络，能不能上网，有没有网站，有没有信箱，利用率如何。 你，以及单位，在与其他机构，如政府部门之间的文件交换是什么形式？政府部门有没有要求这你或单位提供电子文档？ 单位有没有计算机管理系统？如ERP，如有，利用水平如何。 单位有没有集成制造系统，如有，利用率如何？

WHAT IS EC: 

WHAT IS EC 什么是电子商务

Definitions and Content of Field: 

Definitions and Content of Field Electronic Commerce (EC) is where business transactions take place via telecommunications networks, especially the Internet. Electronic commerce describes the buying and selling of products, services, and information via computer networks including the Internet. The infrastructure for EC is a networked computing environment in business, home, and government. E-Business describes the broadest definition of EC. It includes customer service and intrabusiness tasks. It is frequently used interchangeably with EC.

Pure Vs. Partial Electronic Commerce: 

Pure Vs. Partial Electronic Commerce Three dimensions the product (service) sold [physical / digital]; the process [physical / digital] the delivery agent (or intermediary) [physical / digital] Traditional commerce all dimensions are physical Pure EC all dimensions are digital Partial EC all other possibilities include a mix of digital and physical dimensions

The Dimensions of Electronic Commerce: 

Physical agent Digital agent Digital Product Physical Product Physical process Digital process The Dimensions of Electronic Commerce

Slide7: 

A market is a network of interactions and relationships where information, products, services, and payments are exchanged. The market handles all the necessary transactions. An electronic market is a place where shoppers and sellers meet electronically. In electronic markets, sellers and buyers negotiate, submit bids, agree on an order, and finish the execution on- or off-line. Electronic Markets

Slide8: 

An interorganizational information system (IOS) involves information flow among two or more organizations. Its major objective is efficient routine transaction processing, such as transmitting orders, bills, and payments using EDI or extranets. Scope: An IOS is a unified system encompassing two or several business partners. A typical IOS includes a company and its suppliers and and/or customers. Interorganization Information Systems

Slide9: 

Business-to-business Business-to-customer Intra business transactions Others Classification of EC by the Nature of the Transactions

APPLICATION OF EC IN DIFFERENT FIELD: 

APPLICATION OF EC IN DIFFERENT FIELD 电子商务在不同领域中的应用

Retailing: 

Retailing

Electronic Marketing: 

Electronic Marketing Direct marketing Customization Online customer service Electronic shopping malls: Intermediaries (e.g. Internet Mall) Stores (e.g. Amazon, J.C.Penney Online) Electronic intermediaries Global marketing Customers can order from cyberstores 24 hours a day, 7 days a week from any place in the world

Slide13: 

11 Electronic Market (Transaction Hander) Electronic Markets © Prentice Hall, 2000

Active Electronic Intermediaries: 

Active Electronic Intermediaries Pure electronic mall Company’s retailing business exists only on the Internet Electronic distributors take full responsibility of fulfilling orders and collecting payments Electronic brokers assist the search process of finding the appropriate products and their vendors Partial electronic mall Electronic mall as one of existing distribution channels

Aiding Comparison Shopping: 

Aiding Comparison Shopping Search hypertext files by agents Search in a web-based database both by human and software agents within an e-mall Comparable item retrieval and tabular comparison Comparisons over multiple malls Comparisons as a multiple criteria decision making

Internet Consumers and Market Research: 

Internet Consumers and Market Research

The Importance of Customers: 

The Importance of Customers Competition “fighting” on customers to succeed : control the 3Cs Customers customers becomes a King/Queen to succeed : finding and retaining customers Change EC is a new distribution channel to succeed : convince customers to go online and then to choose your company over the online competitors The major pressures are labeled the 3Cs

One-to-One Marketing: 

One-to-One Marketing Relationship marketing “Overt attempt of exchange partners to build a long term association, characterized by purposeful cooperation and mutual dependence on the development of social, as well as structural, bonds” “Treat different customers differently” Able to change the manner its products are configured or its service is delivered, based on the individual needs of individual customers

Variables Influencing Decision Making Process: 

Consumer Demographics (1998) Variables Influencing Decision Making Process Age (mostly 21-30 year-old) Marital status (41% married & 39% single) Educational level (81% with at least some college education & 50% obtained at least baccalaureate degree) Ethnicity (87% white in America) Occupation (26% educational-related field, 22% computers & 22% other professionals) © Prentice Hall, 2000 8

Types of Customer Service Functions: 

Answering customer inquires Providing technical and other information Letting customers track accounts or order status Allowing customers to customize and order online © Prentice Hall, 2000 21 Types of Customer Service Functions

Tools of Customer Service: 

Tools of Customer Service Personalized Web Pages used to record purchases and preference direct customized information to customers efficiently Chat Room discuss issues with company experts; with other customers E-mail used to disseminate information, send product information and conduct correspondence regarding any topic, but mostly inquiries from customers FAQs not customized, no personalized feeling and contribution to relationship marketing

Online Market Research: 

Using online technology to conduct surveys More efficient, faster, and cheaper data collection, and a more geographically diverse audience than those found in off-line surveys Ability to incorporate radio buttons, data-entry fields and check boxes in the surveys Eliminating the data reentry errors (from questionnaires to the computer, for analysis) Not suitable for every customer or product — it is skewed toward highly educated males with high disposal income Online Market Research

Online Market Research Method: 

Online Market Research Method Post strategic queries to news groups Post surveys on your Web site Offer rewards for participation Post strategic queries on your Web site Post relevant content to groups with a pointer to your Web site survey Post a detailed survey in special e-mail questionnaires Create a chat room and try to build a community of consumers

Advertisement in Electronic Commerce: 

Advertisement in Electronic Commerce

Why Internet Advertisement?: 

Why Internet Advertisement? Three-quarters of PC users gave up some television time Internet users are well educated with high-income, which makes them a desired target for advertisers Ads can be updated any time with a minimal cost; therefore they are timely and very accurate

Advertising Methods: 

Advertising Methods Banners Banner Swapping Banner Exchanges Paid Advertising and Ad Agencies Splash Screen URL (Universal Resource Locators) E-mail Chat Rooms BBS

EC in Service Industries: 

EC in Service Industries

Travel and Tourism Services: 

Travel and Tourism Services By the year 2000, close to 25 percent of all business-to customer Internet commerce will be related to tourism The Internet is an ideal place to plan, explore, and arrange almost any trip IBM’s vision of seamless electronic travel using smart cards

The Employment Placement Market: 

The Employment Placement Market Employers are looking for employees with specific skills, and individuals are looking for a job Very volatile market Moved to the Internet Millions of job seekers, hundred of thousands of jobs

Real Estate: From Virtual Realtors to Virtual Reality: 

Real Estate: From Virtual Realtors to Virtual Reality You can view many properties on the screen You can sort and organize properties You can find detailed information about the properties You can search, compare and apply for loans

Trading Stocks Online: 

Trading Stocks Online Costs between $7 and $20 per transaction (Vs. $30 - $100 in traditional brokerage) No waiting on busy telephone lines No oral communication, less chance for errors Place orders from anywhere, any time, day or night No biased broker to push you Considerable amount of free information

Cyberbanking and Personal Finance : 

Implementation Issues in Banking and Online Trading Cyberbanking and Personal Finance Bank of America Security System Securing Financial Transactions Application Case: Security at NationsBank

Billing Online: 

Billing Online Billers Such payments can be made into any bank account. Many people pay their monthly rent and other bills directly into the payee’s bank accounts.

Electronic Credit Card Systemon the Internet: 

Electronic Credit Card System on the Internet The Players Cardholder Merchant (seller) Issuer (your bank) Acquirer (merchant’s financial institution, acquires the sales slips) Brand (VISA, Master Card)

Electronic Fund Transfer (EFT)on the Internet: 

Electronic Fund Transfer (EFT) on the Internet An Architecture of Electronic Fund Transfer on the Internet

OTHER E-PAYMENT: 

OTHER E-PAYMENT Smart Cards Electronic Cash and Micropayments Electronic Check Systems

Auctions: From Theory to Practice: 

Auctions: From Theory to Practice Early auctioning done on local area networks the auctioning of pigs in Taiwan and Singapore the auctioning of flowers in Holland the auctioning of cars in Japan Auctions on the Internet started in 1995 similar to offline auctions, except for the fact that they are done on a computer some last days, others a short time detailed information is available start bidding by sending e-mail or filling out an electronic form names of bidders are kept coded to maintain privacy

Benefits and Limitations: 

Benefits and Limitations Benefits For seller Sells goods efficiently Sells goods with little action or effort Creates a greater range of potential buyers Sells excess inventories quickly via this process For buyers Gets a huge variety of goods Finds quality goods for largely discounted prices Limitations Inability to physically see the items Possibility of fraud Less competitive atmosphere may prevail on the Net

Online Publishing: 

Online Publishing The electronic delivery of newspapers, magazines, news, and other information through the Internet Online Publishing Today and Tomorrow Today— mainly used for disseminating information and for conducting sales transactions interactively Tomorrow— include more customized material that the reader will receive free, or will pay for

Knowledge Dissemination: 

Virtual Teaching and Universities Knowledge Dissemination Many universities are offering limited courses and degrees but use innovative teaching methods and multimedia support MBA program in Hong Kong lectures are delivered as an interactive TV (iTV) students can decide what and when they want to ‘attend’ the lecture lecture, support material, exercises etc. are provided on the Web

ERP AND BUSINESS MANAGEMENT: 

ERP AND BUSINESS MANAGEMENT 企业资源计划与工商管理Business-to-Business Electronic Commerce

Major Concepts: 

Major Concepts Order fulfillment: Deliver right order on time Front office operations: Order taking, advertisement, CRM Back office operations: Accounting, finance, inventor, packaging, logistics Logistics: Managing the flow of goods, information and money along the supply chain

Supply Chain: 

Supply Chain Definition All activities associated with the flow and transformation of goods from raw materials to end users

The bullwhip effect: 

The bullwhip effect Slight changes in actual demand create problems Partners build “just in case” inventories Lack of trust among partners Stockpilling result in huge cost The manufacturers can not plan production Cannot order material from suppliers

Supply Chain Management: 

Supply Chain Management Definition: Flow of material, information, money, etc. from raw material suppliers through factories to customers It includes: organizations, procedures, people SCM: Integration of the business processes along the chain, Planning, Organizing, control of many activities Activities: Purchasing, delivery, packaging, checking, warehousing, etc.

IT as problem solver: 

IT as problem solver

Evolution of Software Integration: 

Evolution of Software Integration Completely Independent of each other MRP= Material Requirements Planning: Inventory, production MRPII=Manufacturing Requirements Planning more integrated, MRP+Finance+labor ERP=Enterprise Resources Planning All functional areas Extended ERP=Include suppliers, customers

From SAP to mySAP.com: 

From SAP to mySAP.com SAP=Traditional ERP=Automate and Integrate transactions MySAP.com = web based comprehensive system Workplace - a personalized, role-based interface Marketplace - one stop destination for business professional to collaborate Business Scenarios - products for the Internet and intranet Application-hosing - hosting Web applications for SMEs

Enterprise Resource Planning (ERP): 

Enterprise Resource Planning (ERP) ERP = Integrating business processes and activities in real time Solves many supply chain problems Necessary for medium to large corporations Helpful also for some SMEs Need to interface with EC order taking system Manages all routine transactions in the Enterprise Recently extended to suppliers and customers

Post ERP (2nd Generation): 

Post ERP (2nd Generation) 1st generation - transaction processing orientation 2nd generation including decision making capabilities EC requires decision support EC requires business intelligence SCM software: Production Planning, Manpower utilization, Profitability models, market analysis. Integration of SCM capabilities Other added functionalities: CRM, KM

ASP: 

ASP Leasing information systems application Back to the days of “time sharing” A risk prevention strategy Very popular with ERP (expensive, cumbersome)

INFRASTRUCTURE OF EC: 

INFRASTRUCTURE OF EC 电子商务的基础

INTERNET，INTRANET， EXTRANET: 

A global networked environment is known as the Internet A counterpart within organizations, is called an intranet An extranet extends intranets so that they can be accessed by business partners. INTERNET，INTRANET， EXTRANET

The Intranet : 

54 The Intranet

Slide55: 

55 The Extranet © Prentice Hall, 2000

Basic Concept of Extranets Revisited: 

Basic Concept of Extranets Revisited © Prentice Hall, 2000

Elements of Extranets: 

Elements of Extranets Components of Extranets Intranets Web server Firewalls Internet Service Provider (ISP) Tunneling technology Interface software Business application Methods to Configure Extranets They can be implemented using a direct leased line with full control over it, linking all intranets A secure link can be created across the Internet, which can be used by the corporation as a virtually private network (VPN)

Slide58: 

58 Summary : Internet, Intranet, and Extranet Network Typical Type of Type Users Access Information © Prentice Hall, 2000

TO BE A INTERNET BUSINESSMAN: 

TO BE A INTERNET BUSINESSMAN 充分利用互联网 做一个现代商人

THANKS: 

THANKS OLDFRIDE@YAHOO.COM.CN FRANK GAO 高瑛玮 律师 副教授 河南省外贸学校 郑州大学西亚斯国际学院 电子商务教研室主任 特长：国际商法，电子商务