PPT_02-电子市场：结构与机制.pptVIP

Electronic Commerce Prentice Hall ? 2006 Chapter 2 E-Marketplaces: Structures, Mechanisms, Economics, and Impacts Review of chapter 1 Dimension of EC Classify the EC by the nature of transaction Avenue model of EC EC business model Learning Objectives Define e-marketplaces and list their components. List the major types of e-marketplaces and describe their features. Describe the various types of EC intermediaries and their roles. Describe electronic catalogs, shopping carts, and search engines. Describe the various types of auctions and list their characteristics. Case—Blue Nile 1999开始的专注于钻石、珠宝的纯在线电子零售商 Using B2C model Offer a huge selection of diamonds and more information on diamonds than a jewelry experts offers in a physical store Provides independent quality ratings for every stone including cut,clarity,color Provides customers a the 30-day money-back guarantee Case—Blue Nile results Went public in 2004 and became the eighth-largest specialty jewelry company in US Blue Nile sales were #319 million in 2007 Needs 300 stores and close to 2200 employees Blue Nile does it with on 10000 square-foot warehouse and 115 staffers. 2.1 E-Marketplaces Markets (electronic or otherwise) have three main functions: Matching buyers and sellers Facilitating the exchange of information, goods, services, and payments associated with market transactions使与市场交易有关的信息、物品和服务的交换以及支付更加便利 Providing an institutional infrastructure提供制度上的基础结构 E-Marketplaces Electronic marketplaces (e-marketplaces), changed several of the processes used in trading and supply chains Greater information richness Lower information search costs for buyers Diminished information asymmetry between sellers and buyers Greater temporal separation between time of purchase and time of possession physical products Greater temporal proximity between time of purchase and time of possession of digital products Ability of buyers and sellers to be in different locations E-Marketplaces marketspace A virtual marketplace in