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1、,E-Business (1): Overview電子商務(wù) (1): 概述,Content 內(nèi)容The size and growth of E-Business 電子商務(wù)的規(guī)模與發(fā)展Elements of E-Business 電子商務(wù)要素Evaluating E-Business models 評估電子商務(wù)模式,Andreas S. Weigend, PhD韋思岸教授,SJTU Dec 2004,1,What is E-Business (EB)?何謂電子商務(wù)(EB)？,EB uses technology (especially the Internet and the Web)電子商務(wù)

2、利用技術(shù)（尤其是互聯(lián)網(wǎng)和網(wǎng)絡(luò)）To communicate 進(jìn)行傳播To find, aggregate, create, and deliver information 找到、集中、創(chuàng)造并傳遞信息 To transact 進(jìn)行交易To buy, sell, trade, and exchange 購買、出售、交易和交換EB enables new ways:電子商務(wù)促成新的途徑：To deliver value to customers 向客戶提供價值To create value from customers and their data從客戶及其數(shù)據(jù)中創(chuàng)造出價值To create (an

3、d monetize) transparencyAbbreviation EB := E-Business / E-Commerce EB為電子商務(wù)的縮寫Note: EB is NOT dot-com, NOT Nasdaq bubble, NOT just online ads, NOT free email注：電子商務(wù)不等于網(wǎng)絡(luò)公司,2,Key Aspects of EB 電子商務(wù)的主要方面,New forms of value creation新的價值創(chuàng)造形式New pricing mechanisms新的定價機(jī)制Customization and personalization, ba

4、sed on data客戶定制與個性化Scale: Opportunity and threat 規(guī)模：機(jī)遇與威脅SpeedAbility to reach the whole Earth immediately 迅速滲透全球的能力Need to create barriers to entry (e.g., lock-in)需要制造進(jìn)入壁壘（如用戶鎖定）,EB Technology電子商務(wù)技術(shù)(communication, connectivity, )（傳播、連接等）,3,Scale,Internet Age:Network economies of scale / Network eff

5、ectsEach new member increases the value of the network每個新成員增加了整個網(wǎng)絡(luò)的價值Demand-side economies of scaleVs Industrial Age:Production economies of scaleAverage price of product drops as production is increasedSupply-side economies of scaleImplications Quantitative Qualitative changeSearch for information

6、Rank information,4,What is the Internet?何謂互聯(lián)網(wǎng)？,A very large collection of computers 極為龐大的計算機(jī)集合 that are connected to each other 所有計算機(jī)相互連接that follow a common protocol (“speak the same language”)并遵循一種共同協(xié)議（“說同一種語言”）Information may pass through several other computers 信息的傳輸可能經(jīng)過其他多臺計算機(jī),5,Began 1969 as U

7、.S. Military Project作為美國軍方的一個項目，始于1969年,6,Internet Users Worldwide全球互聯(lián)網(wǎng)用戶,About 10% of entire worlds population大約占全球總?cè)丝诘?0%,7,The Internet and the Web網(wǎng)絡(luò)與互聯(lián)網(wǎng),About as many pages on Web as people on Earth!幾乎和地球上的人一樣多！,8,Worldwide E-Business全球電子商務(wù),Worldwide E-Business (total), in US$ billion全球電子商務(wù)總交易額，

8、以10億美元計,其他地區(qū),拉美,西歐,亞太,北美,圖中地區(qū)與圖例說明中的順序一樣,Source: Forrester Research,Worldwide EB:US$ 3 trillion (1/2003, est.)全球電子商務(wù)：3萬億美元（2003年1月估計）,9,Agenda教學(xué)綱要,The Internet 互聯(lián)網(wǎng)Communication platform 通訊平臺Number of users 互聯(lián)網(wǎng)用戶數(shù)量Worldwide: About 10% of entire population 遍布全球，大約占全球總?cè)丝诘?0%Size of EB電子商務(wù)規(guī)模About US$ 3

9、trillion (1/2003) 大約3萬億美元(1/2003) About 7% of entire business (worldwide)Elements of EB電子商務(wù)要素Evaluating EB models評估電子商務(wù)模式,10,Elements of EB電子商務(wù)要素,Some ingredients of EB 電子商務(wù)組成要素Search 搜索Pricing 定價Logistics 物流Payment 支付Product Representation 產(chǎn)品展示Authentication and Security 驗證及安全性Legitimization 合法化Dis

10、pute Resolution 解決爭端Some EB technologies and tools 電子商務(wù)技術(shù)及工具,11,1. Search搜索,Technology assisted search 技術(shù)輔助搜索Search engines 搜索引擎Comparison search 比較搜索,Use additional information sources 使用其他信息來源Search-history of user 用戶的搜索歷史Current location of user 用戶目前的位置Connectivity of Web pages (link structure) 網(wǎng)

11、頁的連接性（鏈接結(jié)構(gòu)）,Past: Information scarce 過去：信息稀缺Present: Information abundant 現(xiàn)在：信息豐富Need for search 搜索需要Need for ranking,12,2. Pricing定價,Variety of pricing mechanisms定價機(jī)制種類Exchanges (similar to financial markets)Auctions 競拍Dynamic pricing動態(tài)定價Based on inventory 視存貨情況而定Based on competition 視競爭情況而定Based o

12、n estimate of customers “willingness-to-pay” 視對客戶“支付意愿”的估計而定Buyer-set price 買方定價,13,3. Logistics物流,Information products (also called digital goods):信息產(chǎn)品：Logistics is easy if products in digital form如果產(chǎn)品以數(shù)字形式存在，則物流簡便Information products ideally suited for EB 信息產(chǎn)品最適合電子商務(wù)Storage and delivery easy易于存儲和遞

13、送Physical storage spaceclose to zero 實際存儲空間幾乎為零,Physical products:實物產(chǎn)品：Better coordination with suppliers to reduce inventory加強(qiáng)與供應(yīng)商之間的協(xié)調(diào)以削減庫存Outsource inventory外包庫存 (A)Shift inventory risk to supplier將庫存風(fēng)險轉(zhuǎn)移給供應(yīng)商N(yùn)ote: Physical goods always need physical delivery services注：實物產(chǎn)品總是要依賴實際的遞送服務(wù),14,4. Payme

14、nt支付,Currently, main payment method in U.S.: Credit and debit cards目前美國主要的支付方法：貸記卡和借記卡Direct payment between parties (eBay / PayPal)雙方直接支付Electronic payments (e-Cash)電子支付Future possibility: Micro-payments未來的可能性：微型支付E.g., NetBill (purchase a single paragraph)例如，NetBill （購買一個段落),15,5. Product Represen

15、tation產(chǎn)品展示,How are product attributes communicated? 如何宣傳產(chǎn)品屬性？The Web is a rather limited medium 網(wǎng)絡(luò)是一種相當(dāng)有局限性的媒介Good for information 適用于信息傳遞Limited for multimedia (bandwidth) 不利于多媒體的發(fā)展（帶寬）Impossible for touch, smell 不可觸摸、嗅聞Problems with limited representation of product 產(chǎn)品展示受限的影響Mistrust 不信任Misinforma

16、tion 信息誤傳,16,6. Authentication驗證,Validity of transacting parties and of exchanged goods交易方和交易商品的有效性Authenticity真實性Reliability可靠性Quality質(zhì)量Technological solutions 技術(shù)解決方案Public-key cryptography公鑰密碼Reputation, rating, reviews 聲譽(yù)、評級、審查Experts 通過專家 (Gomez、消費(fèi)者報告、Stiftung Warentest)Community 通過社區(qū) (epinions,

17、 eBay, B, O),17,7. Legitimization合法化,When is an agreement/sale/transaction considered valid? 何時認(rèn)為協(xié)議/銷售/交易是有效的？Time and space of transactions交易的時間和空間Distributed network (Is the company at the server or the HQ?)分布式網(wǎng)絡(luò)（公司是在服務(wù)器還是在總部層面上？）Did the sale go through at the mouse click or after the processing?銷

18、售是在點(diǎn)擊鼠標(biāo)后還是在處理后結(jié)束？,18,8. Dispute Resolution解決爭端,Legal Issues法律問題No international bodies for dispute resolution無國際機(jī)構(gòu)來解決爭端What happens in disputes between direct buyer and seller? 直接購買者與出售者之間發(fā)生哪些爭端？In particular, at intermediaries like eBay?尤其是eBay等中介機(jī)構(gòu)？,19,Some EB technologies and tools電子商務(wù)技術(shù)及工具,Catal

19、og Engines 目錄引擎Create, manage and distribute online product catalogs制作、管理和發(fā)布網(wǎng)上產(chǎn)品目錄Configuration Tools 配置工具Help end-customers configure their products online幫助最終用戶在網(wǎng)上配置產(chǎn)品Content Management Tools 內(nèi)容管理工具Create, manage, maintain and distribute content 制作、管理、維護(hù)和分發(fā)信息內(nèi)容E-mail Automation 電子郵件自動化Analyze, rou

20、te, respond to email. Manage email campaigns分析、確定路徑以及回復(fù)電子郵件；管理電子郵件宣傳活動 (contd續(xù)),20,Some EB technologies and tools電子商務(wù)技術(shù)及工具,Marketplace Technologies 市場技術(shù)Establish and operate online marketplaces創(chuàng)建和經(jīng)營網(wǎng)上市場Payment Technologies 支付技術(shù)Collect, make, or process payments online在網(wǎng)上實現(xiàn)收款、付款或款項處理Personalization T

21、ools 個性化工具Create recommendations based on customer behavior 根據(jù)客戶行為，為客戶進(jìn)行推薦Procurement Systems 采購系統(tǒng)Automate corporate purchasing of materials公司材料采購自動化(contd續(xù)),21,Some EB technologies and tools電子商務(wù)技術(shù)及工具,Search Engines 搜索引擎Security Technologies 安全技術(shù)Shopping Engines, Shop Bots 購物引擎，購物蟲,22,Agenda教學(xué)綱要,The

22、 Internet互聯(lián)網(wǎng)Size of E-Business (EB)電子商務(wù)規(guī)模Elements of EB電子商務(wù)要素Tools for EB電子商務(wù)工具Evaluating EB models評估電子商務(wù)模式,23,Federal Express聯(lián)邦快遞,Wal-Mart沃爾瑪,Cisco/Nortel思科/北電,Dell戴爾,Microsoft/Oracle微軟/甲骨文,Amazon亞馬遜,AOL美國在線,eBay,EB: A Brave New World?電子商務(wù)：一個全新的世界?.,Yahoo雅虎,Charles Schwab 嘉信理財,IBM,24,ValueAmerica,C

23、yberR,B,Peapod,OnlineC, or Jurassic Park?或者是侏羅紀(jì)公園？,B,FreeR,CarC,W,A,Kozmo,iE,Urban Cool,March First,MCIWorldcom,25,A traditional distinction: B2B, B2C, ,From 從,To 到,Business企業(yè),Consumer消費(fèi)者,Business企業(yè),Consumer 消費(fèi)者,B2C,C2B,C2C,B2B,26,Basic questions to evaluate a business model評估經(jīng)營模式的基本問題,Sources of cu

24、stomer value客戶價值來源How is the firm generating value for its customers?公司如何為客戶創(chuàng)造價值？What is different about the Internet?在互聯(lián)網(wǎng)方面有何不同？,Sources of revenues收入來源Where do revenues come from?收入來自何處？Who pays for what value and when? 誰在什么時候支付什么價值？What are the margins in each market?每個市場的利潤是多少？Are the revenue so

25、urces different with the Internet compared to without?收入來源是否因有無互聯(lián)網(wǎng)而不同？,27,Value created for customers為客戶創(chuàng)造的價值,Create content提供信息內(nèi)容Provide entertainment提供娛樂Sell products and services出售產(chǎn)品和服務(wù)Process transactions處理交易Collect/analyze data收集/分析數(shù)據(jù)EB technologies電子商務(wù)技術(shù)Tools for e-communities建立電子社區(qū)的工具Integrat

26、ion, supply chain etc,Intermediate中介Aggregator集成者Search/facilitator/infomediary 搜索/促成者/信息中介Market maker造市者Disintermediate取消中介Enable direct sales via Web通過網(wǎng)絡(luò)直接進(jìn)行銷售Other suggestions? 其他建議？,28,Revenues收入,Sales 銷售收入Products產(chǎn)品Services服務(wù)Information products信息產(chǎn)品Trends and analytics趨勢和分析方法Consumer informati

27、on消費(fèi)者信息Technology and Tools技術(shù)和工具Sell 銷售License 特許,Fees 收費(fèi)Sales commissions, referral fees銷售傭金Transaction fees交易費(fèi)Membership fees會員費(fèi)Subscription訂購費(fèi)Advertising廣告Other suggestions?其他建議？,29,Jeff Bezoss Seven Myths about the Internet,Seven Myths about the InternetJeff Bezos, CEO and founder of AFrom speec

28、h given at Harvard Business School Cyberposium on 26 February 2000,30,Myth #1神話1,The Internet changes everything.互聯(lián)網(wǎng)改變了一切。 Not really, according to Bezos, since human beings like things certain ways, no matter how much the technology advances. For instance, physical stores arent going away any more

29、than movie theaters did with the advent of television. People like to go outside and get together with others, Bezos observed. Since bricks-and-mortar operations cant compete with e-commerce on price, however, theyll focus on other things, such as making shopping a more entertaining experience.Bezos

30、認(rèn)為，并非完全如此，因為不管技術(shù)如何進(jìn)步，人們對事物仍有特定的偏好。例如，電視時代的到來并沒有導(dǎo)致多少家電影院關(guān)門大吉。許多商家實實在在的門面店鋪也沒有因為虛擬購物環(huán)境而消失。 Bezos觀察后認(rèn)為，“人們喜歡外出與他人在一起?！爆F(xiàn)實購物環(huán)境中的店鋪雖無法在價格上與電子商務(wù)網(wǎng)站競爭，但他們可以把重點(diǎn)轉(zhuǎn)向其他方面，比如營造出令人愉悅的購物環(huán)境和體驗。,31,Myth #2神話2,There are no barriers to entry on the Internet.互聯(lián)網(wǎng)不存在進(jìn)入壁壘。 If thats the case, asked Bezos, how do you explain

31、the fact that A and other e-commerce companies are investing hundreds of millions of dollars in their businesses. The fact of the matter is, the barriers to entry on the Internet are high and getting higher in the face of technological developments that will make todays online stores seem quaint at

32、best in the next five to ten years.Bezos認(rèn)為，如果是這樣的話，那么你又如何解釋亞馬遜和其他電子商務(wù)公司在業(yè)務(wù)上投入上億美元的資金這一事實？事實情況是，互聯(lián)網(wǎng)的進(jìn)入壁壘很高，而且隨著技術(shù)的進(jìn)步，這一壁壘越來越高。最多在今后的5到10年內(nèi)，這就會導(dǎo)致目前的網(wǎng)上店鋪顯得有些不合時宜。,32,Myth #3神話3,Intermediaries are dead.中介消失。 Intermediaries are a fact of life to some degree, Bezos asserted. The litmus test will be who ad

33、ds value and who doesnt. Those that dont will be toast. Bezos認(rèn)為，從一定程度上來說，中介是客觀存在的。問題的關(guān)鍵是看哪些中介能夠增值，哪些不能增值。不能增值的中介將淘汰出局。,33,Myth #4神話4,There are going to be only a few winners in the Internet economy. 互聯(lián)網(wǎng)經(jīng)濟(jì)將只有少數(shù)贏家。Bezos doesnt believe that one for a second. The world of e-commerce will be as richly varied as the physical world, probably more so, he said, because more business models are possible onl