信息时代的管理信息系统9e55438教师手册试卷chap.pptxVIP

Chapter 5Electronic Commerce:Strategies for the New EconomyINTRODUCTIONE-commerce is changing everythingElectronic commerce (e-commerce) – commerce, but it is commerce accelerated and enhanced by ITBuild powerful relationships with customersBuild powerful relationships with suppliersBuild powerful relationships with partnersE-COMMERCE BUSINESS MODELSB2B B2C E-CommerceB2B e-commerce – business sells products and services to customers who are primarily other businessesWhere all the e-commerce money isB2C)e-commerce – business sells products and services to customers who are primarily individualsB2C is the glitzy e-commerce like iTunes, eBay, etcUNDERSTAND YOUR BUSINESS, PRODUCTS, SERVICES, CUSTOMERSTo be successful, you must…Define your products and servicesDefine your target customersB2B (other businesses)B2C (individuals)Define your customers perception of the value of your products and servicesB2C: Convenience Versus SpecialtyConvenience vs. specialtyLower vs. high pricedFrequency of purchaseFood items vs. stereos and computersCommoditylike and digitalSame no matter where you purchase itDelivered over the InternetBest product types for B2C e-commerceB2B: Horizontal Versus Vertical E-MarketplacesElectronic marketplace (e-marketplace) – interactive business providing a central market where multiple buyers and sellers can engage in e-commerceFIND CUSTOMERS AND ESTABLISH RELATIONSHIPSYou must first find customersThen establish relationshipsOtherwise, you can’t make a saleB2C and B2B techniques are very differentBusiness to ConsumerDetermine your marketing mix - set of marketing tools your organization will use to pursue its marketing objectives in reaching and attracting potential customersSearch enginesOnline adsViral marketingAffiliate programsBusiness to Business MarketingMuch more personalNot usually done with generic ads designed for mass distributionOften take place in e-marketplacesMOVE MONEY EASILY SECURELYIn e-commerce, security becomes very importantB2CCre