电子商务课件全书全套教学教程电子教案电子讲义.ppt

LOGO第 1 页Chapter 1 Introduction to Electronic Commerce-教师姓名LOGO第 2 页目录页CONTENS1.1 OVERVIEW OF ELECTRONIC COMMERCE 1.2 FRAMEWORK OF EC1.3 A BRIEF HISTORY OF EC1.4 EC INFLUENCES1.5 DEVELOPMENT HISTORY OF CHINESE EC1.6 THE DEVELOPMENT TENDENCY OF CHINESE EC LOGO第 3 页过渡页TRANSITION PAGEOVERVIEW OF ELECTRONIC COMMERCE 1LOGO第 4 页Chapter 1 Introduction to Electronic CommerceOVERVIEW OF ELECTRONIC COMMERCE 01n Electronic commerce,commonly written as eCommerce or e-commerce,is the trading or facilitation of trading in products or services using computer networks,such as the Internet.Electronic commerce draws on technologies such as mobile commerce,electronic funds transfer,supply chain management,Internet marketing,online transaction processing,electronic data interchange(EDI),inventory management systems,and automated data collection systems.Modern electronic commerce typically uses the World Wide Web for at least one part of the transactions life cycle,although it may also use other technologies such as e-mail.LOGO第 5 页Chapter 1 Introduction to Electronic CommerceOVERVIEW OF ELECTRONIC COMMERCE 01n E-commerce businesses may employ some or all of the following:Online shopping web sites for retail sales direct to consumers Providing or participating in online marketplaces,which process third-party business-to-consumer or consumer-to-consumer sales Business-to-business buying and selling Gathering and using demographic data through web contacts and social media Business-to-business electronic data interchange Marketing to prospective and established customers by e-mail or fax(for example,with newsletters)Engaging in pretail for launching new products and services Online financial exchanges for currency exchanges or trading purposesLOGO第 6 页Chapter 1 Introduction to Electronic CommerceNetwork level 01 Information publishing level and information transmission level02Business services level and e-commerce application level03ECs framework Public and legal regulations column01Technical standards column023 levels2 columnsLOGO第 7 页Chapter 1 Introduction to Electronic Commerce FRAMEWORK OF EC021.Network level Network level is the network hardware infrastructure,namely an information transmission system.It includes telecom,cable TV,wireless access,internet,VAN,WAN,LAN,intranet,extranet,Wi-Fi and WiMAX.LOGO第 8 页Chapter 1 Introduction to Electronic Commerce FRAMEWORK OF EC022.Information publishing level and information transmission level Network level decides the route of e-commerce information transmission.However,information publishing level and information transmission level deal with the questions concerning how to transmit information and what information to be transmitted.The most popular information publish mode is publishing information on WWW in the form of HTML or XML.Java or XML can facilitate publishing information on various network systems,various equipments and various operating system platforms.From the technical perspective,the whole process of e-commerce system revolves around information publishing and transmission.LOGO第 9 页Chapter 1 Introduction to Electronic Commerce FRAMEWORK OF EC023.Business services level and e-commerce application levelBusiness services level actualizes normal online business activities and services,such as online advertisement,online retail,online directories,electronic payment,online clients service,electronic certification(certificate Authority)and e-commerce information security.Among them CA is the most important element.Since e-commerce is the business activities conducted online and all parties involved in online business would not see each other in person,identity confirmation and security become extraordinarily important.On network level,information publishing level,information distribution level and business services level,people can realize all kinds of e-commerce applications,such as the information systems of supply chain management,enterprise resources planning,and client relation management,and enterprise knowledge management as well as competing intelligence activities that are conducted on the basis of the said information systems.The main parties engaging in e-commerce activities like supplier,distributor,cooperating partners,and governments are interacting in all aspects with enterprises on this level.LOGO第 10 页Chapter 1 Introduction to Electronic CommerceClassification of EC初始期（20世纪90年代初期至中期）LOGO第 11 页Chapter 1 Introduction to Electronic Commerce Business-to-business(B2B)referstoasituationwhereonebusinessusese-commercetomakeacommercialtransactionwithanother.Thistypicallyoccurswhenabusinessusesthecomputerandinternet:TosourcematerialsfortheirproductionprocessToacquiretheservicesofanotherforoperationalreasonsTore-sellgoodsandservicesproducedbyothersTofulfillthepaymentandconcludethetransactionswithothersB2Bisoftencontrastedagainstbusiness-to-consumer(B2C).InB2Bcommerceitisoftenthecasethatthepartiestotherelationshiphavecomparablenegotiatingpower,andevenwhentheydont,eachpartytypicallyinvolvesprofessionalstaffandlegalcounselinthenegotiationofterms,whereasB2Cisshapedtoafargreaterdegreebyeconomicimplicationsofinformationasymmetry.An example that illustrates the business to business concept is automobile manufacturing.Many of a vehicles components aremanufacturedindependentlyandtheautomanufacturermustpurchasethesepartsseparately.Forinstance,thetires,batteries,electronics,hosesanddoorlocksmaybemanufacturedelsewhereandsolddirectlytotheautomobilemanufacturer.Inthecontextofcommunication,businesstobusinessreferstomethodsbywhichemployeesfromdifferentcompaniescanconnectwithoneanother,suchasthroughsocialmedia.ThistypeofcommunicationbetweentheemployeesoftwoormorecompaniesiscalledB2Bcommunication.LOGO第 12 页Chapter 1 Introduction to Electronic Commerce03BusinesstoConsumer(B2C)referstoatransactionthatoccursbetweenacompanyandaconsumer,asopposedtoatransactionbetweencompanies(calledB2B).Thetermmayalsodescribeacompanythatprovidesgoodsorservicesforconsumers.B2Ccanreduceintermediariesandlaborcosts,shortertransactiontimes,improvecustomersserviceandexpandedmarket.While most companies that sell directly to consumers can be referred to as B2Ccompanies,thetermbecameimmenselypopularduringthedotcomboomofthelate1990s,whenitwasusedmainlytorefertoonlineretailers,aswellasothercompaniesthatsoldproductsandservicestoconsumersthroughtheInternet.Althoughnumerousbusinesstoconsumercompaniesfellvictimtothesubsequentdotcombustasinvestorinterestinthesectordwindledandventurecapitalfundingdriedup,B2CleaderssuchasAsurvivedtheshakeoutandwentontorankamongthemostsuccessfulcompaniesintheworld.LOGO第 13 页Chapter 1 Introduction to Electronic CommerceBusiness-to-Business-to-Consumer(B2B2C)isanemerginge-commercemodelthatcombinesBusinesstoBusiness(B2B)andBusinesstoConsumer(B2C)foracompleteproductorservicetransaction.B2B2Cisabusinessmodelwhereonline,ore-commerce,businessesandportalsreachnewmarketsandcustomersbypartneringwithconsumer-orientedproductandservicebusinesses.Theconsumer-oriented businesseshavetheirownclients,towhomtheproductorserviceisprovidedwithoutaddinganyvaluetoit.B2B2Cisacollaborationprocessthat,intheory,createsmutuallybeneficialserviceandproductdeliverychannels.AsanexampleofaB2B2Cmodel,BusinessApaysBusinessBforusers,leadsorsalesgeneratedbyBusinessBsbusinessorwebsite.BusinessAthenusesBusinessBschannelstolocateprospectivecustomers.BusinessBprovidesitscustomerswithnewandrelevantservices,facilitatinganincreasedcustomerbaseandearnedrevenueforsoldproductsandservices.TheB2B2C,in which B2B and B2C are combined successfully and utilizedsuccessfully.LOGO第 14 页Chapter 1 Introduction to Electronic CommerceBusiness-to-Government(B2G)isaderivativeofB2Bmarketingandoftenreferredtoasamarket definition ofpublicsectormarketing whichencompasses marketingproducts and services to various government levels through integrated marketingcommunications techniques such as strategic public relations,branding,marcom,advertising,andweb-basedcommunications.B2GnetworksprovideaplatformforbusinessestobidongovernmentopportunitieswhicharepresentedassolicitationsintheformofRFPsinareverseauctionfashion.Publicsectororganizations(PSOs)posttendersintheformofRFPs,RFIs,RFQs,SourcesSought,etc.andsuppliersrespondtothem.Inaddition,PSOsalsoplayamicro-readjustment,guidanceandsupervisionroleintheformofE-commerce:Vianetworkandotherinformationtechnology,PSOscanobtaincomprehensiveinformationpromptlyandmakecorrectdecisionsandquickfeedbacks;sendingcontrolinformationaswellaslawsandregulationstoenterprise,PSOscanstrengththemanagementandservicefunction.TypicalB2G 15 页Chapter 1 Introduction to Electronic CommerceConsumer-toBusiness(C2B)isabusinessmodelinwhichconsumers(individuals)createvalueandbusinessesconsumethatvalue.C2Bmodel,alsocalledareverseauctionordemandcollectionmodel,enablesbuyerstonameordemandtheirownprice,whichisoftenbinding,foraspecificgoodorservice.Thewebsitecollectsthedemandbidsthenoffers the bids to participating sellers.Another form of C2B is theelectroniccommercebusiness model in which consumers can offer products and services tocompanies,andthecompaniespaytheconsumers.Thisbusinessmodelisacompletereversalofthetraditionalbusinessmodelinwhichcompaniesoffergoodsandservicestoconsumers(business-to-consumer=B2C).We can see the C2B model at workinblogsorinternetforumsinwhichtheauthoroffersalinkbacktoanonlinebusinesstherebyfacilitatingthepurchaseofaproduct.ElanceandNwasthetypicalC2Bmodele-commercesite.LOGO第 16 页Chapter 1 Introduction to Electronic Commerce03Consumer-to-Consumer(C2C)isabusinessmodelwhichprovidesanenvironmentwhere customers can sell these goods or services to each other.C2Celectroniccommerceinvolvestheelectronicallyfacilitatedtransactionsbetweenconsumersthroughsomethirdparty.Acommonexampleistheonlineauction,inwhichaconsumerpostsanitemforsaleandotherconsumersbidtopurchaseit;thethirdpartygenerallychargesaflat feeorcommission.The sites are only intermediaries,just there to matchconsumers.Theydonothavetocheckqualityoftheproductsbeingoffered.ThetypicalC2C.LOGO第 17 页Chapter 1 Introduction to Electronic CommerceGovernment-to-Consumer(G2C)is to offer a variety of information andcommunicationtechnologyservicestocitizensinanefficientandeconomicalmanner,andtostrengthentherelationshipbetweengovernmentandcitizensusingtechnology.Two-way communicationof G2C allows citizens to instant message directly withpublicadministrators,andcastremoteelectronicvotes(electronicvoting)andinstantopinionvoting.Transactionssuchaspaymentofservices,suchascityutilities,canbecompletedonlineoroverthephone.Mundaneservicessuchasnameoraddresschanges,applyingforservicesorgrants,ortransferringexistingservicesaremoreconvenientandnolongerhavetobecompletedfacetoface.LOGO第 18 页Chapter 1 Introduction to Electronic Commerce A BRIEF HISTORY OF EC03n History of e-commerce dates back to the invention of the very old notion of sell and buy,electricity,cables,computers,modems,and the Internet.E-commerce became possible in 1991 when the Internet was opened to commercial use.Since that date thousands of businesses have taken up residence at web sites.nAt first,the term e-commerce meant the process of execution of commercial transactions electronically with the help of the leading technologies such as Electronic Data Interchange(EDI)and Electronic Funds Transfer(EFT)which gave an opportunity for users to exchange business information and do electronic transactions.The ability to use these technologies appeared in the late 1970s and allowed business companies and organizations to send commercial documentation electronically.LOGO第 19 页Chapter 1 Introduction to Electronic Commerce A BRIEF HISTORY OF EC03nAlthough the Internet began to advance in popularity among the general public in 1994,it took approximately four years to develop the security protocols(for example,HTTP)and DSL which allowed rapid access and a persistent connection to the Internet.In 2000 a great number of business companies in the United States and Western Europe represented their services in the World Wide Web.At this time the meaning of the word e-commerce was changed.People began to define the term e-commerce as the process of purchasing of available goods and services over the Internet using secure connections and electronic payment services.Although the dot-com collapse in 2000 led to unfortunate results and many of e-commerce companies disappeared,the brick and mortar retailers recognized the advantages of electronic commerce and began to add such capabilities to their web sites(e.g.,after the online grocery store Webvan came to ruin,two supermarket chains,Albertsons and Safeway,began to use e-commerce to enable their customers to buy groceries online).By the end of 2001,the largest form of e-commerce,Business-to-Business(B2B)model,had around$700 billion in transactions.LOGO第 20 页Chapter 1 Introduction to Electronic Commerce A BRIEF HISTORY OF EC03nAccording to all available data,e-commerce sales continued to grow in the next few years and,by the end of 2007,e-commerce sales accounted for 3.4 percent of total sales.nE-commerce has a great deal of advantages over brick and mortar stores and mail order catalogs.Consumers can easily search through a large database of products and services.They can see actual prices,build an order over several days and email it as a wish list hoping that someone will pay for their selected goods.Customers can compare prices with a click of the mouse and buy the selected product at best prices.nOnline vendors,in their turn,also get distinct advantages.The web and its search engines provide a way to be found by customers without expensive advertising campaign.Even small online shops can reach global markets.Web technology also allows to track customer preferences and to deliver individually-tailored marketing.LOGO第 21 页Chapter 1 Introduction to Electronic Commerce A BRIEF HISTORY OF EC03nHistory of e-commerce is unthinkable without Amazon and Ebay which were among the first Internet companies to allow electronic transactions.Thanks to their founders we now have a handsome e-commerce sector and enjoy the buying and selling advantages of the Internet.Currently there are 5 largest and most famous worldwide Internet retailers:Amazon,Dell,Staples,Office Depot and Hewlett Packard.According to statistics,the most popular categories of products sold in the World Wide Web are music,books,computers,office supplies and other consumer electronics.nA,Inc.is one of the most famous e-commerce companies and is located in Seattle,Washington(USA).It was founded in 1994 by Jeff Bezos and was one of the first American e-commerce companies to sell products over the Internet.After the dot-com collapse Amazon lost its position as a successful business model,however,in 2003 the company made its first annual profit which was the first step to the further development.LOGO第 22 页Chapter 1 Introduction to Electronic Commerce A BRIEF HISTORY OF EC03nAt the outset A was considered as an online bookstore,but in time it extended a variety