电子商务-概述

1、E-Business (1): Overview电子商务 (1): 概述Content 内容The size and growth of E-Business 电子商务的规模与发展Elements of E-Business 电子商务要素Evaluating E-Business models 评估电子商务模式Andreas S. Weigend, PhD韋思岸教授SJTU Dec 20041What is E-Business(EB)?何何谓电电子商务务(EB)？EBuses technology(especiallythe Internet andtheWeb)电子商务务利用技技术（尤尤其

2、是互互联网和和网络）Tocommunicate进行传播播Tofind,aggregate, create,and deliverinformation找到、集集中、创创造并传传递信息息Totransact进行交易易Tobuy, sell, trade,andexchange购买、出出售、交交易和交交换EBenables newways:电子商务务促成新新的途径径：Todeliver value to customers向客户提提供价值值Tocreatevaluefromcustomersand their data从客户及及其数据据中创造造出价值值Tocreate(andmonetize)tr

3、ansparencyAbbreviationEB:=E-Business/ E-CommerceEB为电子商商务的缩缩写Note:EBisNOTdot-com,NOT Nasdaqbubble, NOTjust onlineads, NOTfree email注：电子子商务不不等于网网络公司司,2KeyAspectsofEB电电子商商务的主主要方面面Newformsofvaluecreation新的价值值创造形形式Newpricingmechanisms新的定价价机制Customization andpersonalization, based on data客户定制制与个性性化Scale:O

4、pportunityand threat规模：机机遇与威威胁SpeedAbility to reach thewholeEarthimmediately迅速渗透透全球的的能力Need to createbarrierstoentry(e.g.,lock-in)需要制造造进入壁壁垒（如如用户锁锁定）EBTechnology电子商务务技术(communication,connectivity, )（传播、连连接等）3ScaleInternetAge:Networkeconomies of scale /NetworkeffectsEach newmemberincreases thevalueof

5、thenetwork每个新成成员增加加了整个个网络的的价值Demand-sideeconomiesofscaleVsIndustrial Age:ProductioneconomiesofscaleAverage price of productdropsasproductionisincreasedSupply-sideeconomiesofscaleImplicationsQuantitative Qualitative changeSearchfor information Rankinformation4What is theInternet?何何谓互互联网？A verylargeco

6、llectionofcomputers极为庞大大的计算算机集合合that areconnectedtoeachother所有计算算机相互互连接that followa commonprotocol(“speak thesame language”)并遵循一一种共同同协议（“说同同一种语语言”）Informationmaypassthrough severalothercomputers信息的传传输可能能经过其其他多台台计算机机5Began1969 as U.S.MilitaryProject作作为美国国军方的的一个项项目，始始于1969年年6InternetUsersWorldwide全全球互

7、互联网用用户About10%ofentire worldspopulation大约占全全球总人人口的10%7TheInternetand theWeb网网络与与互联网网Aboutasmany pages on WebaspeopleonEarth!几乎和地地球上的的人一样样多！8WorldwideE-Business全全球电子子商务WorldwideE-Business(total),inUS$billion全球电子子商务总总交易额额，以10亿美美元计其他地区区拉美西欧亚太北美图中地区区与图例例说明中中的顺序序一样Source: ForresterResearchWorldwideEB:US$

8、3trillion(1/2003,est.)全球电子子商务：3万亿美美元（2003年1月估计计）9Agenda教教学纲纲要TheInternet互联网Communication platform通讯平台台Numberofusers互联网用用户数量量Worldwide: About 10%ofentirepopulation遍布全球球，大约约占全球球总人口口的10%Size of EB电子商务务规模AboutUS$3trillion(1/2003)大约3万万亿美元元(1/2003)About7%ofentirebusiness(worldwide)ElementsofEB电子商务务要素Evalu

9、ating EB models评估电子子商务模模式10ElementsofEB电电子商务务要素Some ingredients of EB电子商务务组成要要素Search搜索Pricing定价Logistics物流Payment支付Product Representation产品展示示AuthenticationandSecurity验证及安安全性Legitimization合法化Dispute Resolution解决争端端Some EB technologiesandtools电子商务务技术及及工具111.Search搜搜索Technology assisted search技术辅助助搜索

10、Searchengines搜索引擎擎Comparison search比较搜索索Useadditionalinformationsources使用其他他信息来来源Search-historyofuser用户的搜搜索历史史Current location of user用户目前前的位置置ConnectivityofWeb pages (link structure)网页的连连接性（链接结结构）Past:Informationscarce过去：信信息稀缺缺Present:Informationabundant现在：信信息丰富富Need forsearch搜索需要要Need forranking12

11、2.Pricing定价价Variety of pricingmechanisms定价机制制种类Exchanges(similartofinancial markets)Auctions竞拍Dynamic pricing动态定价价Basedoninventory视存货情情况而定定Basedoncompetition视竞争情情况而定定Basedonestimateofcustomers “willingness-to-pay”视对客户户“支付付意愿”的估计计而定Buyer-setprice买方定价价133.Logistics物物流Informationproducts(alsocalleddigi

12、talgoods):信息产品品：Logisticsiseasyifproductsindigital form如果产品品以数字字形式存存在，则则物流简简便Informationproductsideally suitedforEB信息产品品最适合合电子商商务Storage anddeliveryeasy易于存储储和递送送Physicalstorage spaceclose to zero实际存储储空间几几乎为零零Physicalproducts:实物产品品：Bettercoordination withsuppliers to reduceinventory加强与供供应商之之间的协协调以削削减

13、库存存Outsourceinventory外包库存存 (A)Shiftinventoryrisktosupplier将库存风风险转移移给供应应商Note:Physicalgoodsalwaysneedphysicaldeliveryservices注：实物物产品总总是要依依赖实际际的递送送服务144.Payment支付付Currently, mainpaymentmethodinU.S.:Credit anddebitcards目前美国国主要的的支付方方法：贷贷记卡和和借记卡卡Directpaymentbetween parties(eBay/PayPal)双方直接接支付Electronic

14、payments (e-Cash)电子支付付Futurepossibility: Micro-payments未来的可可能性：微型支支付E.g.,NetBill (purchasea singleparagraph)例如，NetBill （购买一个个段落)155.Product Representation产品品展示Howare productattributescommunicated?如何宣传传产品属属性？TheWeb is arather limitedmedium网络是一一种相当当有局限限性的媒媒介Good forinformation适用于信信息传递递Limited formulti

15、media (bandwidth)不利于多多媒体的的发展（带宽）Impossible fortouch,smell不可触摸摸、嗅闻闻Problemswith limitedrepresentationofproduct产品展示示受限的的影响Mistrust不信任Misinformation信息误传传166.Authentication验验证Validityoftransactingparties andofexchangedgoods交易方和和交易商商品的有有效性Authenticity真实性Reliability可靠性Quality质量Technological solutions技术解决决

16、方案Public-key cryptography公钥密码码Reputation,rating, reviews声誉、评评级、审审查Experts通过专家家 (Gomez、消费者报报告、StiftungWarentest)Community通过社区区 (epinions,eBay,B, O)177.Legitimization合合法化When is an agreement/sale/transaction consideredvalid?何时认为为协议/销售/交易是是有效的的？Time andspaceoftransactions交易的时时间和空空间Distributednetwork (I

17、sthecompanyattheserver or theHQ?)分布式网网络（公公司是在在服务器器还是在在总部层层面上？）Didthe salegothroughatthemouseclickorafterthe processing?销售是在在点击鼠鼠标后还还是在处处理后结结束？188.Dispute Resolution解解决争争端LegalIssues法律问题题Nointernational bodiesfordisputeresolution无国际机机构来解解决争端端What happensindisputesbetweendirectbuyerand seller?直接购买买者与出

18、出售者之之间发生生哪些争争端？Inparticular,atintermediarieslike eBay?尤其是eBay等中介机机构？19Some EB technologiesandtools电电子商商务技术术及工具具Catalog Engines目录引擎擎Create, manageanddistributeonlineproductcatalogs制作、管管理和发发布网上上产品目目录Configuration Tools配置工具具Help end-customersconfigure their products online帮助最终终用户在在网上配配置产品品Content Manag

19、ementTools内容管理理工具Create, manage,maintainand distributecontent制作、管管理、维维护和分分发信息息内容E-mailAutomation电子邮件件自动化化Analyze,route,respondtoemail.Manage email campaigns分析、确确定路径径以及回回复电子子邮件；管理电电子邮件件宣传活活动(contd续)20Some EB technologiesandtools电电子商商务技术术及工具具MarketplaceTechnologies市场技术术Establishand operateonline marke

20、tplaces创建和经经营网上上市场Payment Technologies支付技术术Collect,make,orprocess payments online在网上实实现收款款、付款款或款项项处理PersonalizationTools个性化工工具Createrecommendations based on customer behavior根据客户户行为，为客户户进行推推荐ProcurementSystems采购系统统Automatecorporatepurchasingofmaterials公司材料料采购自自动化(contd续)21Some EB technologiesandtool

21、s电电子商商务技术术及工具具SearchEngines搜索引擎擎SecurityTechnologies安全技术术ShoppingEngines,Shop Bots购物引擎擎，购物物虫22Agenda教教学纲纲要TheInternet互联网Size of E-Business(EB)电子商务务规模ElementsofEB电子商务务要素ToolsforEB电子商务务工具Evaluating EB models评估电子子商务模模式23Federal Express联邦快递递Wal-Mart沃尔玛Cisco/Nortel思科/北北电Dell戴尔Microsoft/Oracle微软/甲甲骨文Amazo

22、n亚马逊AOL美国在线线eBayEB:ABraveNewWorld?电电子商务务：一个个全新的的世界?.Yahoo雅虎Charles Schwab嘉信理财财IBM24ValueAmericaCyberRBPeapodOnlineC or Jurassic Park?或者者是侏罗罗纪公园园？BFreeRCarCWAKozmoiEUrbanCoolMarchFirstMCIWorldcom25A traditional distinction:B2B, B2C,From从To到Business企业Consumer消费者Business企业Consumer消费者B2CC2BC2CB2B26Basic

23、questionstoevaluateabusinessmodel评评估经营营模式的的基本问问题Sources of customer value客户价值值来源Howisthe firmgeneratingvalueforits customers?公司如何何为客户户创造价价值？What is differentabouttheInternet?在互联网网方面有有何不同同？Sources of revenues收入来源源Wheredorevenuescome from?收入来自自何处？Whopaysforwhatvalueandwhen?谁在什么么时候支支付什么么价值？What arethem

24、arginsineach market?每个市场场的利润润是多少少？Arethe revenuesourcesdifferentwiththeInternetcomparedtowithout?收入来源源是否因因有无互互联网而而不同？27Valuecreated forcustomers为为客户户创造的的价值Createcontent提供信息息内容Provide entertainment提供娱乐乐Sell products andservices出售产品品和服务务Process transactions处理交易易Collect/analyzedata收集/分分析数据据EBtechnologi

25、es电子商务务技术Toolsfore-communities建立电子子社区的的工具Integration,supplychainetcIntermediate中介Aggregator集成者Search/facilitator/infomediary搜索/促促成者/信息中中介Marketmaker造市者Disintermediate取消中介介Enabledirect sales viaWeb通过网络络直接进进行销售售Othersuggestions?其他建议议？28Revenues收收入Sales销售收入入Products产品Services服务Informationproducts信息产品品T

26、rendsand analytics趋势和分分析方法法Consumerinformation消费者信信息Technology andTools技术和工工具Sell销售License特许Fees收费Salescommissions,referral fees销售佣金金Transactionfees交易费Membership fees会员费Subscription订购费Advertising广告Othersuggestions?其他建议议？29Jeff BezossSevenMythsaboutthe InternetSevenMythsabouttheInternetJeff Bezos,CEO

27、and founderofAFrom speechgivenatHarvard Business SchoolCyberposiumon26February200030Myth #1神话1TheInternetchangeseverything.互联网改改变了一一切。Notreally,accordingtoBezos, since human beingslike thingscertain ways, no matterhowmuchthetechnologyadvances.For instance,physicalstoresarent going awayany morethanmo

28、vietheatersdidwiththeadvent of television. Peopleliketogooutside andgettogetherwithothers,Bezosobserved.Sincebricks-and-mortaroperations cant competewithe-commerce on price, however, theyllfocusonotherthings,such as makingshoppinga moreentertaining experience.Bezos认为，并并非完全全如此，因为不不管技术术如何进进步，人人们对事事物仍有

29、有特定的的偏好。例如，电视时时代的到到来并没没有导致致多少家家电影院院关门大大吉。许许多商家家实实在在在的门门面店铺铺也没有有因为虚虚拟购物物环境而而消失。Bezos观察后认认为，“人们喜喜欢外出出与他人人在一起起。”现现实购物物环境中中的店铺铺虽无法法在价格格上与电电子商务务网站竞竞争，但但他们可可以把重重点转向向其他方方面，比比如营造造出令人人愉悦的的购物环环境和体体验。31Myth #2神话2Therearenobarrierstoentryonthe Internet.互联网不不存在进进入壁垒垒。Ifthatsthe case, asked Bezos,howdoyou explain

30、the factthatA andothere-commerce companiesareinvestinghundredsofmillionsofdollarsintheirbusinesses. Thefact of thematteris, thebarrierstoentryontheInternetare highand gettinghigher in theface of technologicaldevelopments thatwillmake todaysonline storesseem quaintatbest in thenext fivetoten years.Be

31、zos认为，如如果是这这样的话话，那么么你又如如何解释释亚马逊逊和其他他电子商商务公司司在业务务上投入入上亿美美元的资资金这一一事实？事实情情况是，互联网网的进入入壁垒很很高，而而且随着着技术的的进步，这一壁壁垒越来来越高。最多在在今后的的5到10年内内，这就就会导致致目前的的网上店店铺显得得有些不不合时宜宜。32Myth #3神话3Intermediariesaredead.中介消失失。Intermediariesareafact of lifetosomedegree, Bezos asserted.Thelitmus testwillbewhoaddsvalueandwho doesnt

32、. Those thatdontwillbetoast.Bezos认为，从从一定程程度上来来说，中中介是客客观存在在的。问问题的关关键是看看哪些中中介能够够增值，哪些不不能增值值。不能能增值的的中介将将淘汰出出局。33Myth #4神话4Therearegoingtobeonlya fewwinnersintheInterneteconomy.互联网经经济将只只有少数数赢家。Bezosdoesnt believethatonefor asecond.The world of e-commercewillbeasrichlyvaried as thephysicalworld,probablym

33、oreso, he said, because morebusinessmodels arepossibleonline.Butthatdoesnt meanthatsuccess is in thecardsforeveryone, he cautioned.Ilikenittothe Cambrian era550millionyearsago, which sawthedevelopmentofmulti-celled life. While naturetriedeverykind of experimentpossible, thecreationofnewspecieswasoff

34、set by theextinction of others.”Bezos对此根本本就不相相信。“电子商商务世界界将与现现实世界界一样极极具多样样性，而而且可能能有过之之而无不不及，”他说，“因为为网络会会培育出出更多的的商业模模式。”但这并并非意味味着人人人都能成成功。他他提醒说说，“这这就好比比是5.5亿亿年前的的寒武纪纪时代，当时记记录了多多细胞生生物的发发展历程程。但大大自然中中屡试不不爽的规规律是，新物种种的诞生生总是伴伴随其他他物种的的灭绝。”34Myth #5神话5Its easyfor bricks-and-mortar retailerstoextend their business.传统的非非网络零零售商很很容易就就可以利利用互联联网拓展展他们的的业务。Forgetaboutit, saidBezos. Itsaneasytrap forpeopletofallinto,heexplained, becausetheyreasonthata store is astore, whetheritsphysicaloronline.Notso. Takebooks, forexample.Onlinesellersareessentiallyinthetechnology business; off-line operationsare in the