[管理学]电子商务-管理新视角-精华导读.pptVIP

国际贸易电子商务导读 王健 电子商务实验室主任对外经济贸易大学教授 EC Definitions Concepts Electronic Commerce (EC) is the process of buying, selling, or exchanging products, services, and information via computer networks EC defined from these perspectives Communications Business process Service Online Collaborations Community EC Definitions Concepts (cont.) E-business is a broader definition of EC that includes not just the buying and selling of goods and services, but also Servicing customers Collaborating with business partners Conducting electronic transactions within an organization Pure vs. Partial EC: based on the degree of digitization of product, process, delivery agent The EC Framework and Field An EC Framework EC applications supported by infrastructure and 5 support areas People Public policy Technical standards and protocols Business partners Support services Business Models A method of doing business by which a company can generate revenue to sustain itself Spells out where the company is positioned in the value chain Business models are a component of a business plan or a business case Structure of Business Models Transaction fees Subscription fees Advertisement fees Affiliate fees Sales Other models Typical Business Models in EC Online, direct marketing Electronic tendering systems Reverse auction is a tendering system sellers are invited to bid on the fulfillment of an order to produce a product or provide a service; the lowest bid wins Name your own price Find the best price Typical Business Models in EC (cont.) Affiliate marketing is an arrangement whereby a marketing partner (business, organization or individual) refers consumers to the selling company’s Web site Viral marketing is word-or-mouth marketing in which customers promote a product or service to friends or other people by using the Internet Typical Business Models in EC (cont.) Group purchasing is getting many small buyers together to by in large quantities Online auctions Product and service customization Cus