Transcript Chapter 1: Introduction to Electronic Commerce

Summary of this course
Electronic Commerce
Chapter 1 Introduction to Electronic
Commerce
• Commerce 商务
– Negotiated exchange of goods or services
• Electronic commerce 电子商务
– Application of new technologies to conduct business more
effectively
• First wave of electronic commerce
电子商务的第一次浪潮
– Ended in 2000
• Second wave of electronic commerce
电子商务的第二次浪潮
– New approaches to integrating Internet technologies into
business processes
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Chapter 1 (continued)
• Using electronic commerce, businesses have:
电子商务的作用
– Created new products and services
– Improved promotion, marketing, and delivery of existing
offerings
• The global nature of electronic commerce leads to
many opportunities and few challenges
电子商务的机遇和挑战
• To conduct electronic commerce across international
borders, you must understand the trust, cultural,
language, and legal issues
电子商务的信任、文化、语言和法律问题
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Chapter 2
Technology Infrastructure: The
Internet and the World Wide Web
• TCP/IP
TCP/IP协议
– Protocol suite used to create and transport
information packets across the Internet
• POP, SMTP 电子邮件协议
– Protocols that help manage e-mail
• Languages derived from SGML 标注语言
– Hypertext Markup Language (HTML)
– Extensible Markup Language (XML)
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Chapter 2 (continued)
• Intranets 内部网
– Private internal networks
• Extranet
外部网
– Used when companies want to collaborate with
suppliers, partners, or customers
• Internet2 第二代互联网
– Experimental network built by a consortium of
research universities and businesses
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Chapter 3
Selling on the Web: Revenue Models
and Building a Web Presence
• Models used to generate revenue on the Web
include:
–
–
–
–
–
Web catalog
Digital content sales
Advertising-supported
Advertising-subscription mixed
Fee-for-transaction and fee-for-service
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Chapter 3 (continued)
• Firms must understand how the Web differs
from other media
• Enlisting the help of users when building test
versions of the Web site is a good way to
create a site that represents the organization
well
• Firms must also understand the nature of
communication on the Web
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Chapter 4:
Marketing on the Web
• Four Ps of marketing
– Product, price, promotion, and place
• Market segmentation
– Using geographic, demographic, and
psychographic information can work well on the
Web
• Types of online ads
– Pop-ups, pop-behinds, and interstitials
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Chapter 4:
Marketing on the Web (continued)
• Technology-enabled customer relationship
management can provide better returns for
Web businesses
• Firms on the Web can use rational branding
instead of emotional branding techniques
• Critical for many businesses is successful
search engine positioning and domain name
selection
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Chapter 5
Business-to-Business Strategies
• Companies are using Internet and Web technologies
to improve their purchasing and logistics primary
activities
• Supply chain management
– Incorporates several elements that can be implemented and
enhanced through the use of the Internet and the Web
• Models for B2B electronic commerce
– Private stores, customer portals
– Private marketplaces
– Industry consortia-sponsored marketplaces
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Presentation topics
Date
Presentation
Group
Topics
15-Mon
Group 1
移动商务
15-Wed
Group 2
数字鸿沟
16-Mon
Group 3
WEB2.0
16-Wed
Group 4
商务智能
17-Mon
Group 5
电子商务中的安全与隐私
17-Wed
Group 6
电子商务中的物流
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Important issues
• What’s the difference between e-commerce
and traditional commerce?
• How can businesses build effective web
presence?
• What’s the conditions under which a Web site
can become profitable if it relies exclusively
on advertising revenue?
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Important issues
• How can businesses improve customer
relationship management using ecommerce?
• How can businesses use Internet
technologies to improve supply chain
management?
• What is virtual communities?
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Important issues
• Please write a article about the topic that your
group presented at the class. (No less than
250 words).
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