电子商务复习重点

Chapter1OverviewofElectronicCommerceDefinitionsofE-commerceandE-business,PureandPartialECE-commerce:theprocessofbuying,selling,orexchangingproducts,services,andinformationviacomputernetworks,includingtheInternet.E-business:abroaderdefinitionofECthatincludesnotjustthebuyingandsellingofgoodsandservices,butalsoservicingcustomers,collaboratingwithbusinesspartners,andconductingelectronictransactionswithinanorganization.PureEC:inpureEC,alldimensionsaredigital.Allothercubesincludeamixofdigitalandphysicaldimensions.PartialEC:ifthereisatleastonedigitaldimension,weconsiderthesituationEC,butonlypartialEC.1. ECFrameworkECapplicationsaresupportedbyinfrastructureandbyfivesupportareas:people,publicpolicy,technicalstandards,businesspartners,andsupportservices.Fiveinfrastructure:commonbusinessservicesinfrastructure,messagingandinformationdistributioninfrastructure,multimediacontentandnetworkpublishinginfrastructure,networkinfrastructure,interfacinginfrastructure.2. ClassificationofECbythenatureofthetransactionBusinesstobusiness(B2B):alloftheparticipantsarebusinessesorotherorganizations.1. Businesstoconsumer(B2C):retailtransactionsfrombusinessestoindividualshoppers.2. B2B2C:abusinessproviderssomeproductorservicetoaclientbusiness.Theclientbusinessmaintainitsowncustomers,towhomtheproductorserviceisprovided.3. C2B:individualswhousetheInternettosellproductsorservicestoorganizations,aswellasindividualswhoseeksellstobidonproductsorservicestheyneed.4. C2C:customersselldirectlytoothercustomers.5. Mobilecommerce:E-commercetransactionsandactivitiesconductedinawirelessenvironment.6. Intrabusiness(organizational)EC:E-commercecategorythatincludesallinternalorganizationalactivitiesthatinvolvetheexchangeofgoods,services,orinformationamongvariousunitsandindividualsinanorganization.7. Businesstoemployees(B2E):anorganizationdeliversservices,informationorproductstoitsindividualemployees.8. Collaborativecommerce:inwhichindividualsorgroupscommunicateorcollaborateonline.9. NonbusinessEC:suchasacademicinstitutions,notforprofitorganizations,religiousorganizations,socialorganizations,andgovernmentagenciesareusingECtoreducetheirexpensesortoimprovetheirgeneraloperationsandcustomerservice.10. E-government:governmenttocitizensandtoothers.Inwhichagovernmententitybuysorprovidesgoods,services,orinformationtobusinessesorindividualcitizens.11. Exchangetoexchanges:inwhichelectronicexchangesformallyconnecttooneanotherforthepurposeofexchanginginformation.3. TheStructureofBusinessModelsRevenuemodel:descriptionofhowthecompanyoranECprojectwillearnrevenue.Typicalrevenuemodels:transactionfees,subscriptionfees,advertisementfees,affiliatefees,sales,othermodels.Valueproposition:descriptionofthebenefitsacompanycanderivefromusingEC.4. TypicalBusinessModelsinECOnline,directmarketing,(practicedinB2CandB2B);2.Electronictenderingsystems(reverseauction);3.Nameyourownprice.;4.Findthebestprice.Avariationofthismodelisavailableforinsurance.;5.Affiliatemarketing:anarrangementwherebyamarketingpartnerrefersconsumerstothesellingcompany'sWebsite.6.Viralmarketing:word-of-mouthmarketinginwhichcustomerspromoteaproductorservicetofriendsorotherpeople.7.Grouppurchasing:quantitypurchasingthatenablespurchaserstoobtainadiscountpriceontheproductspurchased.8.Onlineauctions;9.Productandservicecustomization:meanscreationofaproductorserviceaccordingtothebuyer'sspecification.10.Electronicmarketplacesandexchanges;11.SupplychainimproversTheEconomicsofDigitalSystemProducts'CostCurves:(图)Thisindicatesthat,atfirst,asquantityincreases,theaveragecostdeclines.Asquantityincreasesstillmore,thecostgoesbackupduetoincreasingvariablecosts(especiallyadministrativeandmarketingcosts)intheshortrun,whenproductioncapacityisfixed.Incontrast,thevariablecostperunitofdigitalproductsisverylowandalmostfixed,regardlessofthequantity.Therefore,totalcostperunitwilldeclineasquantityincreases,asthefixedcostsarespreadmoreunits.Thisrelationshipresultsinincreasingreturnswithincreasedsales.Othercostcurves:productionfunction;transactioncosts;agencycosts;(图)Chapter2E-CommerceMarketMechanisms1. MarketspaceandmarketspacecomponentsMarketspace:amarketplaceinwhichsellersandbuyersexchangegoodsandservicesformoney(orforothergoodsandservices),butdosoelectronically.Marketspacecomponents:customers,sellers,goods(physicalordigital),infrastructure,afrontend,abackend,intermediaries,otherbusinesspartnersandsupportservices.2. Typesofelectronicmarkets:electronicstorefronts,electronicmalls,marketplaces,informationportalsElectronicstorefronts:referstoasinglecompany'sWebsitewhereproductsandservicesaresold.Electronicmalls:anonlineshoppingcenterwheremanystoresarelocated.Marketplaces:anonlinemarket,usuallybyB2B,inwhichbuyersandsellersnegotiate;thethreetypesofe-marketplacesareprivate,public,andconsortia.Informationportals:apersonalized,singlepointofaccessthroughaWebbrowsertobusinessinformationinsideanorganization.Fivetypesofportals:publishingportals,commercialportals,personalportals,corporateportals,mobileportals.3. Supplychaincomponentsandtypesofsupplychain(integratedmake-to-stock,continuousreplenishment,built-to-order,channelassembly)Supplychaincomponents:Upstream:theactivitiesofsuppliersandtheirsuppliers;Internal:allthein-houseprocessesusedintransformingtheinputsreceivedfromthesuppliersintotheorganization'soutputs;Downstream:alltheactivitiesinvolvedindeliveringtheproducttothefinalcustomers.Typesofsupplychain:integratedmake-to-stock,continuousreplenishment,built-to-order,channelassemblyE-distributor,disintermediationandreintermediation,syndicationE-distributor:anecommerceintermediarythatconnectsmanufacturers(suppliers)withbuyersbyaggregatingthecatalogsofmanysuppliersinoneplace—theintermediary'sWebsite.Disintermediation:eliminationofintermediariesbetweensellersandbuyers.Reintermediation:establishmentofnewintermediaryrolesfortraditionalintermediariesthatweredisintermediated.Syndication:thesaleofthesamegoodtomanycustomers,whothenintegrateitwithotherofferingsandresellitorgiveitawayfree.4. liquidityandearlyliquidityLiquidity:theneedforacriticalmassofbuyersandsellersEarlyliquidity:achievingacriticalmassofbuyersandsellersasfastaspossible,beforeastart-upcompany'scashdisappears.5. ElectroniccatalogsandclassificationElectroniccatalogs:consistofaproductdatabase,directoryandsearchcapabilities,andapresentationfunction.Theyarethebackboneofmoste-commercesites.Electroniccatalogscanbeclassifiedaccordingtothreedimensions:1. Thedynamicoftheinformationpresentation.2. Thedegreeofcustomization.3. Integrationwithbusinessprocesses.6. DynamicpricingandtypesofauctionsDynamicpricingreferstopricesthatchangebasedonsupplyanddemandrelationshipsatanygiventime.Typesofauctions:onebuyer,oneseller;oneseller,manypotentialbuyers;onebuyer,manypotentialsellers;manysellers,manybuyers(图)Chapter3RetailinginECommerce:ProductsandServices1. Definitionsofe-tailingande-tailorsE-tailing:retailingconductedonline,overtheInternet.E-tailors:thosewhoconductretailbusinessovertheInternet.2. E-tailingbusinessmodels(classificationsbyrevenuemodelanddistributionchannel)Classificationsbyrevenuemodel:productsales,subscription,transaction-fee,advertising-supported,andsponsorshipmodels.Classificationsbydistributionchannel:Directmarketing:marketdirectlyfromcompanysitestoindividualcustomers.Pure-playe-tailors:thesee-tailorshavenophysicalstores,onlyanonlinesalespresence.Click-and-mortarretailers:thesearetraditionalretailerswithasupplementaryWebsite.Chapter4ConsumerBehavior,CustomerService,andAdvertisingTypesofconsumersandvariablesinthepurchasingenvironmentOnlinecustomerscanbedividedintotwotypes:individualcustomer,whogetmuchofthemediaattention,andorganizationalbuyers,whodomostoftheactualshoppingincyberspace.Thevariablesinthepurchasingenvironment:socialvariables,cultural/communityvariables,otherenvironmentvariablesincludetheavailableinformation,governmentregulation,legalconstraints,andsituationalfactors.1. Genericpurchasing-decisionmodelAgenericpurchasing-decisionmodelconsistsoffivemajorphases:1.needidentification,1. informationsearch,3.evaluationofalternatives,4.purchaseanddelivery,5.afterpurchasingevaluation.2. CollaborativefilteringCollaborativefiltering:apersonalizationmethodthatusescustomerdatatopredict,basedonformulasderivedfrombehavioralstudies,whatotherproductsorservicesacustomersmayenjoy;predictionscanbeextendedtoothercustomerswithsimilarprofiles.Variationsofcollaborativefiltering:rule-basedfiltering,content-basedfiltering,activitybasedfiltering.3. OnlinemarketresearchmethodsOnlinemarketresearchmethodsrangefromone-to-onecommunicationwithspecificcustomers,usuallybye-mail,tomoderatedfocusgroupsconductedinchatrooms,tosurveysplacedonWebsites,totrackingofcustomers'movementsontheWeb.Onlinemarketresearchprocess:stepsincollectingmarketresearchdata,contentoftheresearchinstrument,targetaudienceofthestudy.Limitationsofonlinemarketresearch:accuracyofresponses,lossofrespondentsbecauseofequipmentproblems,andtheethicsandlegalityofWebtracking.4. DataminingandwebminingDatamining:theprocessofsearchingalargedatabasetodiscoverpreviouslyunknownpatterns;automatestheprocessoffindingpredictiveinformation.Datamining'scapabilities:automatedpredictionoftrendsandbehaviors;automateddiscoveryofpreviouslyunknownpatterns.Dataminerscanusethetoolsandtechniques:neuralcomputing,intelligentagents,andassociationanalysis.Webmining:theapplicationofdataminingtechniquestodiscovermeaningfulpatterns,profiles,andtrendsfromboththecontentandusageofWebsites.5. InternetadvertisingterminologyAdviews:thenumberoftimesuserscallupapagethathasabanneronitduringaspecifictimeperiod;knownasimpressionsorpageviews.Button:abuttonisasmallbannerthatislinkedtoaWebsite.Itmaycontaindownloadablesoftware.Page:apageisanHTMLdocumentthatmaycontaintext,images,andotheronlineelements,suchasJavaappletsandmultimediafiles.Click:acountmadeeachtimeavisitorclicksonanadvertisingbannertoaccesstheadvertiser'sWebsite.CPM:costperthousandimpressions.Thefreeanadvertiserpaysforeach1000timesapagewithabanneradisviewed.Hit:arequestfordatafromaWebpageorfile.Visit:aseriesofrequestsduringonenavigationofaWebsite;apauseofrequestforacertainlengthoftimeendsavisit.6. AdvertisingmethodsBanners,pop-underads,interstitial,e-mail,standardizedads,classifiedads,URLs(UniversalResourceLocators),advertisinginchatrooms,others(advertorial)7. PricingonadvertisingFourrepresentativemethods:pricingbasedonadviews;pricingbasedonclick-through;paymentbasedoninteractivity;paymentbasedonactualpurchase.Chapter5Company-CentricB2BandCollaborativeCommerceB2BcharacteristicsPartiestothetransaction:B2Bcommercecanbeconducteddirectlybetweenabuyerandaselleroritcanbeconductedviaanonlineintermediary.Theintermediaryisanonlinethirdpartythatbrokersatransactionbetweenabuyerandaseller;canbevirtualorclick-and-mortar.Typesoftransactions:1.Spotbuying:thepurchaseofgoodsandservicesastheyareneeded,usuallyatprevailingmarketprice.2.Strategicsourcing:purchasesinvolvinglong-termcontractsthatareusuallybasedonprivatenegotiationsbetweensellersandbuyers.Typesofmaterials:1.directmaterials:materialsusedintheproductionofaproduct.2.Indirectmaterials:materialsusedtosupportproduction.Directionoftrade:1.verticalmarketplace:marketthatdealwithoneindustryorindustrysegment.2.Horizontalmarketplace:marketsthatconcentrateonaserviceoraproductthatisusedinalltypesofindustries.1. ThebasicB2BtransactiontypesSell-side.Onesellertomanybuyers.Buy-side.Onebuyerfrommanysellers.Exchanges.Manysellerstomanybuyers.Collaborativecommerce.Communicationandsharingofinformation,design,andplanningamongbusinesspartners.2. UsingauctionsonthesellsideForwardauctionsofferanumberofbenefitstoB2Bsellers:revenuegeneration,costsaving,increasedpageviews,memberacquisitionandretention.Therearetwodifferentwaystoconductforwardauction.AcompanymayconductitsforwardauctionfromitsownWebsiteoritcansellfromanintermediaryauctionsite.3. ProcurementmethodsandinefficienciesinprocurementmanagementProcurementmethods:1. Buyfrommanufactures,wholesalers,orretailersattheirstorefronts,fromcatalogs,andbynegotiation.2. Buyfromthecatalogofanintermediarythataggregatesseller'scatalogs.3. Buyfromaninternal-buyer'scataloginwhichcompany-approvedvendors'catalogs,includingpreagreedprices,areaggregated.4. Conductabiddingortenderingsysteminasystemwheresupplierscompeteagainsteachother.Thismethodisusedforlarge-ticketitemorlargequantities.5. Buyatprivateorpublicauctionsitesinwhichtheorganizationparticipatesasonebuyer.6. Joinagroup-purchasingsystem.Thegroupwillnegotiateorenterintoabiddingprocess.Inefficienciesinprocurementmanagement:Delaystopayingtoomuchforrushorders.Maverickbuying:unplannedpurchasesofitemsneededquickly,oftenformnonapprovedvendorsorathigherprices.4. Definitionofbuy-sidee-marketplaceAWeb-basedmarketplaceinwhichabuyeropensanelectronicmarketonitsownserverandinvitespotentialsupplierstobidontheitemsthebuyerneeds;alsocalledthereserveauction,tendering,orbiddingmodel.5. DefinitionofcollaborativecommerceE-commerceconsistingofactivitiesbetweenbusinesspartnersinjointlyplanning,designing,developing,managing,andresearchingproductsandservices6. InfrastructureforB2BServer(s)forhostingthedatabasesandtheapplicationsSoftwareforexecutingthesell-sideactivities,includingcatalogsSoftwareforconductingauctionsandreverseauctionsSoftwarefore-procurement(buyside)SoftwareforCRM,possiblyrelatedtoacallcenterSecurityforhardwareandsoftwareSoftwareforbuildingastorefrontSoftwareforbuildingexchangesTelecommunicationsnetworksandprotocols(includingEDI,extranets,andXML)Chapter6publicB2Bexchanges1. DefinitionandclassificationofexchangesExchanges:amany-to-manye-marketplace.Alsoknownase-marketplaces,e-markets,andtradingexchanges(图)Systematicsourcing:purchasingdoneinlong-termsupplier-buyerrelationships.Spotsouring:unplannedpurchasesmadeastheneedarises.Verticalexchange:anexchangewhosemembersareinoneindustryorindustrysegment.Horizontalexchange:exchangesthathandlematerialstradedinseveraldifferentindustries.2. DynamicpricingDynamicpricingreferstoarapidmovementofpricesovertime,andpossiblyacrosscustomers,asaresultofsupplyanddemand.Thetypicalprocessthatresultindynamicpricing:1. Acompanylistsabidtobuyaproductoranoffertosellone.2. Buyersandsellerscanseethebidsandoffers,butmaynotalwaysseewhodoingthebuyingorselling.Anonymityisoftenakeyingredientofdynamicpricing.3. Buyersandsellsinteractinrealtimewiththeirownbidsandoffers.Sometimesbuyersjointtogethertoobtainavolumediscountprice(grouppurchasing)Adealisstuckwhenthereisanexactmatchbetweenabuyerandaselleronprice,volume,andothervariablesuchaslocationorquality.4. Thedealisconsummated,andpaymentanddeliveryarearranged.3. OwnershipandorganizationofexchangesOwnershipofexchanges:anindustrygiant,aneutralentrepreneur,theconsortiaOrganizationofexchanges:membership,siteaccessandsecurity,servicesSuitabilityofthird-partyexchangesFragmentedmarkets:thesemarketshavelargenumbersofbothbuyersandsellers.Examplesincludethelifesciencesandfoodindustries.Wherealargepercentageofthemarketisfragmented,third-party-managedexchangesaremainlysuitableforMROs.Seller-concentratedmarkets:inthistypeofmarket,severallargecompaniesselltoaverylargenumberofbuyers.Examplesaretheplasticsandtransportationindustries.Inthistypeofmarket,consortiamaybemostappropriate.Buyer-concentratedmarkets:inthistypeofmarket,severallargecompaniesdomostofthebuyingfromalargenumberofsuppliers.Examplesaretheautomotive,airline,andelectronicsindustries.Here,again,consortiamaybemostappropriate.4. DefinitionandtypesofconsortiumtradingexchangeConsortiumtradingexchange(CTE):anexchangeformedandoperatedbyagroupofmajorcompaniestoprovideindustry-widetransactionservices.FourtypesofCET:1.purchasing-oriented,vertical2.purchasing-oriented,horizontal3.selling-oriented,vertical4.selling-oriented,horizontalManagingexchanges:revenuemodelPotentialsourcesofrevenue:transactionfees,feeforservice,membershipfees,advertisementfeesCommunicationnetworksandextranetsforB2BTheinternet:apublic,globalcommunicationsnetworkthatprovidesdirectconnectivitytoanyoneoveralocalareanetwork(LAN)viaaninternetserviceprovider(ISP)ordirectlyviaanISP.Intranet:acorporateLANorwideareanetwork(WAN)thatusesInternettechnologyandissecuredbehindacompany'sfirewalls.Extranets:anetworkthatusesavirtualprivatenetwork(VPN)tolinkintranetsindifferentlocationsovertheInternet;an"extendedintranet."Fivebenefitsofextranets:1.enhancedcommunications2.productivityenhancements3.businessenhancements4.costreduction5.informationdelivery5. PartnerrelationshipmanagementPRM:businessstrategythatfocusesonprovidingcomprehensivequalityserviceforbusinesspartners.Chapter7MobileCommerceM-Commerceterminology1G:thefirstgenerationofwirelesstechnology,1Gwasineffectfrom1979to1992.Itwasananalog-basedtechnology.2G:thesecondgenerationofdigitalwirelesstechnology,2Gisinexistencetoday.Itisbasedondigitalradiotechnologyandmainlyaccommodatestext.2.5G:thisisaninterimtechnologybasedonGPRSandEDGEthatcanaccommodatelimitedgraphics.3G:thethirdgenerationofdigitalwirelesstechnology,3Gwillsupportrichmediasuchasvideoclips.4G:thenextgenerationafter3G,4Gwillprovidefasterdisplayofmultimedia.Globalpositioningsystem(GPS):asatellite-basedtrackingsystemthatenablethedeterminationofaGPSdevice'slocation.Personaldigitalassistant(PDA):ahandheldwirelesscomputer.Shortmessageservice(SMS):atechnologythatallowsforthesendingofshorttextmessagesoncertaincellphones.Enhancedmessagingservice(EMS):anextensionofSMSthatiscapableofsimpleanimation,tinypictures,andshortmelodies.Multimediamessagingservice(MMS):thenextgenerationofwirelessmessaging;thistechnologywillbeabletodeliverrichmedia.Wirelessapplicationprotocol(WAP):atechnologythatoffersInternetbrowsingfromwirelessdevices.Smartphones:Internet-enabledcellphoneswithattachedapplication.1. ThespecificattributesofM-CommerceUbiquity:referstotheattributeofbeingavailableatanylocationatanygiventime.Convenience:alltheusersneedisasmartphone.Instantconnectivity:mobiledevicesenableuserstoconnecteasilyandquicklytotheInternet,intranets,othermobiledevices,anddatabases.Personalization:productpersonalizationenablesthepreparationofinformationforindividualconsumers.LocalizationofproductsandservicesWirelessStandardsTimedivisionmultipleaccess(TDMA);generalpacketradioservice(GPRS);codedivisionmultipleaccess(CDMA);CDMAone;globalsystemofmobilecommunicationapplicationprotocol(WAP);subscriberidentificationmodule(SIM);wirelessmarkuplanguage(WML);voiceXML(VXML);enhanceddataratesforglobalevaluation(EDGE);(GSM);WLAN802.11(Wi-Fi);wideband-CDMA(GSM);WLAN802.11(Wi-Fi);wideband-CDMA(W-CDMA)andCDMA2000;wirelessuniversalmobiletelecommunicationsystem(UMTS);IPv6Chapter8Law,Ethics,andCyberCrimeWhatiscookies?CookieisasmallpieceofdatathatispassedbackandforthbetweenaWebsiteandanenduser'sbrowsersastheusersnavigatesthesite;enablessitestokeeptrackofusers'activitieswithoutaskingforidentification.1. DefinitionandtypesofintellectualpropertyrightsIntellectualproperty(IP)rightsareoneofthefoundationsofmodernsociety.IPreferstocreationsofthemind:inventions,literaryandartisticworks,andsymbols,names,images,anddesignsusedincommerce.ThreetypesofIPinEC:copyrights,trademarks,patentsTypesofcyberattacks(DoS,DDoS,maliciouscodes)Denial-of-service(DoS)attack:anattackonaWebsiteinwhichanattackerusesspecializedsoftwaretosendafloodofdatapacketstothetargetcomputerwiththeaimofoverloadingitsresources.Distributeddenialofservice(DDoS)attack:adenial-of-serviceattackinwhichtheattackergainsillegaladministrativeaccesstoasmanycomputersontheInternetaspossibleandusersthesemultiplecomputerstosendafloodofdatapacketstothetargetcomputerMaliciouscodes:viruses,worms,macrovirusesandmacroworms,andTrojanhorses2. SecurityriskmanagementSecurityriskmanagement:asystematicprocessfordeterminingthelikelihoodofvarioussecurityattacksandforidentifyingtheactionsneededtopreventormitigatethoseattacks.Fourphases:assessment,planning,implementation,monitoringChapter9PaymentsandOrderFulfillmentMajorspartiesin。