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1、E-commerce Kenneth C. Laudon Carol Guercio Traverbusiness. technology. society.Second Edition1Chapter 1The Revolution Is Just Beginning2Copyright 2004 Pearson Education, Inc.Learning ObjectivesnDefine e-commerce and describe how it differs from e- business 定義電子商務並描述其與電子化企業營運的不同。 nIdentify the unique
2、 features of e-commerce technology and discuss their business significance 指出電子商務技術的特有性質以及在商業上的重要性。 nDescribe the major types of e-commerce 描述電子商務的主要類型。 nUnderstand the visions and forces behind the E- commerce I era 了解第一代電子商務背後的願景與努力。3Copyright 2004 Pearson Education, Inc.Learning Objectives (Cont.
3、)nUnderstand the successes and failures of E- commerce I 瞭解第一代電子商務的成就與失敗。nIdentify several factors that will define the E- commerce II era 指出定義第二代電子商務的幾個因素。nIdentify the major themes underlying the study of e -commerce 描述在電子商務研究之下的主要課題。nIdentify the major academic disciplines contributing to e-comme
4、rce research 指出貢獻於電子商務研究上的主要學術領域。4Copyright 2004 Pearson Education, Inc.A: Tuned-Up and Profitable 調整成功且開始獲利Page 35A:Tuned-Up and ProfitablenStory of Amazon in many ways mirrors反應 story of e -commerce itselfnAmazon offers consumers four compelling令人信服的 reasons to shop: selection, convenience, price
5、and servicenFounded in 1995, went public in 1997nFrom 1997-2000, revenues increased from $148 million to $2.7 billion but so did losses, to $1.4 billionnIn 2001-2002, new focus on cost-cutting削減成本 and achieving profitability leads to first quarterly profits ever in 2002 6Copyright 2004 Pearson Educa
6、tion, Inc.A:Tuned-Up and Profitable (Cont.)nThe Amazon case captures a major theme in the entire book: While the first entrepreneurs 企業家 in e-commerce made a tremendous number of errors in executing their dreams, those that survived have been able to use their experience gained to change their busin
7、ess models to fit the realities of online commerce.7Copyright 2004 Pearson Education, Inc.1.1 E-commerce Developmentsand Themes-2003nContrary to expectations, e-commerce is rebounding and the e-commerce revolution is still just beginningnMore and more people and businesses are using the Internet to
8、conduct commercenThe e-commerce channel is deepening as more and more products and services come onlinenBroadband and wireless Internet access are growingnE-commerce business models are being refined to achieve higher levels of profitabilitynAt societal level, there is continued conflict over copyri
9、ghts, content regulation, taxation, privacy, and Internet fraud and abuse. 8Copyright 2004 Pearson Education, Inc.New Developments in E-commerce, 2003Table 1.1, Page 89New Developments in E-commerce, 2003 (商業)1. 零售消費者的電子商務繼續兩位數成長 。 2. 人口資料統計顯示線上購物者的人數繼續 擴大。 3. 網站藉由重新定義商業模式而增加獲利。 4. 有些企業持續經驗驚人的轉變。 5.
10、 電子商務提供者的幅度更廣，特別是在旅 遊、資訊交換、娛樂及零售業。 6. 小型企業及業主繼續湧入電子商務市集， 通常是附著在由大企業建立的基礎架構上。 7. 大公司繼續實體購物通路商店的策略且 透過電子商務成長而延伸品牌。 8. B2B供應鏈交易及合作商務繼續成長且市 場達到1兆美元。10New Developments in E-commerce, 2003 (科技)1. 無線網路連線(Wi-Fi和3G電話)快速成 長。 2. 對家庭及企業而言寬頻網路的建立變得 更為重要。無線通訊廠商重新調整它們的 負債而使得寬頻的使用價格下降。 3. 電腦資訊及網路套件的價格持續大幅度 地下降。 4.
11、新的資訊網際網路基礎模組，如.NET及 Web服務都擴充了B2B的機會。11New Developments in E-commerce, 2003 (社會)1. 版權的管理及控制相互間的衝突持續擴 大。 2. 針對網際網路販售的課稅已讓大部分線 上商家所接受。 3. 內容的規範及控制的爭論持續不斷。 4. 網路通訊的監督變得重要。 5. 商業及政府隱私的侵犯變得更令人關注。 6. 網路詐欺及毀謗事件增加。 7. 網路上，有關言論自由及公眾第一修正 法案受到考驗。12E-commerce DefinednE-commerce involves digitally enabled commerc
12、ial transactions between and among organizations and individualsnDigitally enabled transactions include all transactions mediated調解 by digital technologynCommercial transactions involve the exchange of value across organizational or individual boundaries in return for酬謝 products or services13Copyrig
13、ht 2004 Pearson Education, Inc.E-commerce vs. E-businessnDebate辯論 among consultants and academics學術界 about meanings and limitations of terms e- commerce and e-businessnWe use the term e-business to refer primarily to the digital enablement of transactions and processes within a firm, involving infor
14、mation systems under the control of the firmnE-business does not include commercial transactions involving an exchange of value across organizational boundaries14Copyright 2004 Pearson Education, Inc.The Difference between E-commerce and E-businessFigure 1.1, Page 11電子商務主要是有關公 司之間的交易。電子化企業營運主要是公司 內部
15、有關數位化科技在商業 程序上的應用。15Why Study E-commercenE-commerce technology is different and more powerful than any of the other technologies that we have seen in the past century.nE-commerce has challenged much traditional business thinkingnE-commerce has a number of unique features that help explain why we hav
16、e so much interest in e-commerce16Copyright 2004 Pearson Education, Inc.Seven Unique Features of E-commerce Technology and Their SignificancenIs ubiquitous普及性 (available everywhere, all the time) nOffers global reach全球可及 (across cultural/national boundaries)nOperates according to universal standards全球化標準 (lowers market entry for merchants and search costs for consumers)nP
