《电子商务市场机制》由会员分享，可在线阅读，更多相关《电子商务市场机制（92页珍藏版）》请在金锄头文库上搜索。
1、1Chapter 2E-Commerce Market MechanismsPrentice Hall, 20032Learning ObjectivesDefine e-marketplaces and list their componentsList the major types of electronic markets and describe their featuresDefine supply chains and value chains and understand their rolesDescribe the role of intermediaries in ECD
2、iscuss competition, quality, and liquidity issues in e-marketplacesDescribe electronic catalogs, shopping carts, and search enginesPrentice Hall, 20033Learning Objectives (cont.)Describe the various types of auctions and list their characteristicsDiscuss the benefits, limitations, and impacts of auc
3、tionsDescribe bartering and negotiating onlineDescribe the impact of e-marketplaces on organizationsDefine m-commerce and explain its role as a market mechanismPrentice Hall, 20034How Raffles Hotel is Conducting E-CommerceThe ProblemThe companys success depends on the its ability to lure customers t
4、o its hotels and facilities and on its ability to contain costsSolutionBusiness-to-consumermaintains a public portal () that includes:Information on the hotelsReservation systemLinks to travelers resourcesCustomer relationship management (CRM) programOnline store for Raffles productsPrentice Hall, 2
5、0035Raffles Hotel (cont.)Business-to-businessmaintains an interorganizational systems that enable efficient contacts with its suppliersThe e-marketplace also has a sell-side, allowing other hotels to buy Raffles-branded products from electronic catalogs (bathrobes)Competitors buy Raffles-branded pro
6、ducts because they are inexpensive, but look upscalePrentice Hall, 20036Raffles Hotel (cont.)The ResultsPublic portal helps in customer acquisitionHotel is able to maintain high occupancy rates using:Promotions Direct sales Prentice Hall, 20037Raffles Hotel (cont.)The private marketplace is strategi
7、cally advantageous:Raffles in forcing suppliers to disclose their prices, thus increasing competition among suppliersRaffles is saving about $1 million a year on procurement of eight high-volume supplies; more savings on other productsSuccess is evident in its aggressive expansion in the Asian marke
8、tsPrentice Hall, 20038Electronic MarketplacesMarkets facilitate exchange ofInformationGoodsServicesPaymentsMarkets create economic value forBuyersSellersMarket intermediariesSociety at largePrentice Hall, 20039Electronic Marketplaces (cont.)3 main functions of marketsMatching buyers and sellersFacil
9、itating the exchange of information, goods, services, and payments associated with market transactionsProviding an institutional infrastructurePrentice Hall, 200310NTE Evens the LoadNational Transportation Exchange () is attempting to keep trucks on the road full on both outbound and return tripsuse
10、s the Internet to connect shippers with fleet managers who have space to fillCreates spot market Gets information from shippers about their needs and flexibility in datesWorks out the best deals for the shippers and the haulers Issues the contract and handles paymentsThe process takes only a few min
11、utesPrentice Hall, 200311NTE Evens the Load (cont.)NTE collects a commission based on the value of each dealFleet manager gets extra revenue that they would otherwise have missed out on The shipper gets a bargain price, at the cost of some loss of flexibilityNTE reaches down to the level of individu
12、al truck drivers and provides a much wider range of services (wireless Internet access)Prentice Hall, 200312Marketspace ComponentsMarketspacea marketplace in which sellers and buyers exchange goods and services for money (or for other goods and services), but do so electronicallyCustomersSellersGood
13、s (physical or digital) InfrastructureFront-end Back-endIntermediaries/business partnersSupport servicesPrentice Hall, 200313Marketspace Components (cont.)CustomersWeb surfers looking forBargainscustomized itemsCollectors itemsentertainment etc.Organizations account for over 85 percent of EC activit
14、iesSellersHundreds of thousands of storefronts are on the WebAdvertising and offering millions of Web sitesSellers can sell Direct from their Web site E-marketplaces Prentice Hall, 200314Marketspace Components (cont.)Products Physical productsDigital productsgoods that can be transformed to digital
15、format and delivered over the InternetInfrastructureHardwareSoftwareNetworksPrentice Hall, 200315Marketspace Components (cont.)Front-end business processes includeSellers portalElectronic catalogsshopping cartSearch enginePayment gatewayBack-end activities are related to Order aggregation and fulfil
16、lmentInventory managementPurchasing from suppliersPayment processingPackaging and deliveryPrentice Hall, 200316Marketspace Components (cont.)Intermediarya third party that operates between sellers and buyersOther business partnerscollaborate on the Internet, mostly along the supply chainSupport serv
17、ices such asCertification and trust servicesKnowledge providersPrentice Hall, 200317Types of Electronic MarketsElectronic storefrontsa single companys Web site where products and services are soldMechanisms for conducting salesElectronic catalogsPayment gatewaySearch engine Shipment courtCustomer se
18、rvices Electronic cartE-auction facilitiesElectronic malls (e-malls)an online shopping center where many stores are locatedPrentice Hall, 200318Types of Electronic Markets (cont.)General stores/mallslarge marketspaces that sell all types of products Public portalsSpecialized stores/mallssell only on
19、e or a few types of productsRegional vs. global storesPure online organizations vs. click-and-mortar storesTypes of stores and mallsE-marketplacesonline market, usually B2B, in which buyers and sellers negotiate; the three types of e-marketplaces are private , public , consortia Prentice Hall, 20031
20、9E-MarketplacesPrivate e-marketplacesonline markets owned by a single company:Sell-sidecompany sells either standard or customized products to qualified companiesBuy-side marketplacescompany makes purchases from invited suppliersPublic e-marketplacesB2B markets, usually owned and/or managed by an in
21、dependent third party, that include many sellers and many buyers (exchanges)Prentice Hall, 200320Consortia & Information PortalsConsortiae-marketplaces that deal with suppliers and buyers in a single industryVertical consortia are confined to one industryHorizontal allow different industries trade t
22、hereInformation portala personalized, single point of access through a Web browser to business information inside (and marginally from outside) an organizationPublishing portals Commercial portals Personal portals Corporate portals Mobile portalsPrentice Hall, 200321Supply ChainsSupply chainthe flow
23、 of materials, information, money, and services from raw material suppliers through factories and warehouses to the end customersIncludes organizations and processes that create and deliver the following to the end customers:Products InformationServicesPrentice Hall, 200322Supply Chains (cont.)A sup
24、ply chain involves activities that take place during the entire product life cycleIt also includes:Movement of information and money and procedures that support the movement of a product or a serviceThe organizations and individuals involvedPrentice Hall, 200323Exhibit 2.3A Simple Supply ChainPrenti
25、ce Hall, 200324Supply Chain ComponentsUpstream supply chainincludes the activities of suppliers (manufacturers and/or assemblers) and their suppliersInternal supply chainincludes all in-house processes used in transforming the inputs received from the suppliers into the organizations outputsDownstre
26、am supply chainincludes all the activities involved in delivering the product to the final customersPrentice Hall, 200325Types of Supply ChainsIntegrated make-to-stockContinuous replenishmentBuild-to-ordermodel in which a manufacturer begins assembly of the customers order almost immediately upon re
27、ceipt of the orderChannel assemblymodel in which product is assembled as it moves through the distribution channelPrentice Hall, 200326Exhibit 2.4Supply Chains: Integrated & Build-to-OrderPrentice Hall, 200327Value Chain & Value SystemValue chainthe series of activities a company performs to achieve
28、 its goal(s) at various stages of the production process; each activity adds value to the companys product or service, contributes to profit, and enhances competitive position in the marketValue systema set of value chains in an entire industry, including the value chains of tiers of suppliers, dist
29、ribution channels, and customersPrentice Hall, 200328Supply Chain & Value ChainValue chain and the supply chain concepts are interrelatedValue chain shows the activities performed by an organization and the values added by eachThe supply chain shows flows of materials, money, and information that su
30、pport the execution of these activitiesPrentice Hall, 200329Supply Chain & Value Chain (cont.)EC increases the value added by:Introducing new business modelsAutomating business processesEC smoothes the supply chain by:Reducing problems in the flows of material, money, and informationEC facilitates t
31、he restructuring of business activities and supply chainsPrentice Hall, 200330Intermediation in E-CommerceIntermediaries provide value-added activities and services to buyers and sellers: wholesalers, retailers, infomediariesRoles of intermediariesSearch costsdatabases on customer preferencesLack of
32、 privacyanonymity of sellers and buyersIncomplete informationgather product informationContract riskprotect sellers against non-paymentPricing inefficienciesinduce appropriate tradesPrentice Hall, 200331E-Distributors on B2BE-distributoran e-commerce intermediary that connects manufacturers (supplie
33、rs) with buyers by aggregating the catalogs of many suppliers in one placethe intermediarys Web siteE-distributors also provide support servicesPaymentsDeliveriesEscrow servicesAggregate buyers and or sellers ordersPrentice Hall, 200332Disintermediation &ReintermediationDisintermediationelimination
34、of intermediaries between sellers and buyersReintermediationestablishment of new intermediary roles for traditional intermediaries that were disintermediatedPrentice Hall, 200333Syndication as an EC MechanismSyndicationthe sale of the same good (e.g., digital content) to many customers, who then int
35、egrate it with other offerings and resell it or give it away freePrentice Hall, 200334Competition in the Internet EcosystemCompetition in the Internet ecosystem (business model of the online economy)Inclusive with low barriers to entrySelf-organizingOld rules may no longer apply Competition is tense
36、Lower buyers search costSpeedy comparisonsDifferentiation and personalizationPrentice Hall, 200335Competition in the Internet Ecosystem (cont.)Differentiationproviding a product or service that is uniquePersonalizationthe ability to tailor a product, service, or Web content to specific user preferen
37、cesLower pricesPrentice Hall, 200336Competition in the Internet Ecosystem (cont.)Customer service is an extremely important competitive factorSome competitive factors are less important as a result of EC:Size of company is no longer significantGeographical location is insignificantLanguage barriers
38、are being removedDigital products do not have normal wear and tearPrentice Hall, 200337Competition in the Internet Ecosystem (cont.)EC supports efficient markets and could result in almost perfect competition with these characteristics:Many buyers and sellers must be able to enter the market at no e
39、ntry costLarge buyers or sellers are not able to individually influence the marketThe products must be homogeneousBuyers and sellers must have comprehensive information about the products and about the market participants demands, supplies, and conditionsPrentice Hall, 200338Porters Competitive Anal
40、ysisPorters competitive forces model applied to an industry views 5 major forces of competition that determine the industrys structural attractivenessThese forces, in combination, determine how the economic value created in an industry is divided among the players in the industrySuch an industry ana
41、lysis helps companies develop their competitive strategyPrentice Hall, 200339Exhibit 2.6: Porters Competitive Forces ModelPrentice Hall, 200340LiquidityLiquiditythe need for a critical mass of buyers and sellersThe fixed cost of deploying EC can be very highWithout a large number of buyers, sellers
42、will not make moneyEarly liquidityachieving a critical mass of buyers and sellers as fast as possible, before the market-makers cash disappearsPrentice Hall, 200341Quality Uncertainty & AssuranceQuality uncertaintythe uncertainty of online buyers about the quality of products that they have never se
43、en, especially from an unknown vendorProvide free samplesReturn if not satisfiedMicroproducta small digital product costing a few centsInsurance, escrow, and other servicesPrentice Hall, 200342E-Market Success FactorsProduct characteristicsTypePriceAvailability of standards and product informationIn
44、dustry characteristicsBrokers currently necessaryIntelligent systems may replace brokersSeller characteristicsConsumers find sellers with the lowest pricesLow-volume, higher-profit-margin transactionsConsumer characteristicsImpulse buyersPatient buyersAnalytical buyersContributors to e-market succes
45、sPrentice Hall, 200343Electronic CatalogsElectronic catalogsthe presentation of product information in an electronic form; the backbone of most e-selling sitesEvolution of electronic catalogsMerchantsadvertise and promoteCustomerssource of information and price comparisonsConsist of product database
46、, directory and search capability and presentation functionReplication of text that appears in paper catalogsMore dynamic, customized, and integratedPrentice Hall, 200344Classifications ofElectronic CatalogsDynamics of information presentationstatic or dynamicDegree of customizationready-made or cus
47、tomizedElectronic catalogs allow integration of:Order taking and fulfillmentElectronic paymentIntranet workflowInventory and accounting systemSuppliers extranetRelationship to paper catalogsPrentice Hall, 200345Customized CatalogsAssembled specifically for:A companyAn individual shopperCustomization
48、 systems can:Create branded, value-added capabilitiesAllows user to compose orderMay include individualized prices, products, and display formatsAutomatically identify the characteristics of customers based on the transaction recordsPrentice Hall, 200346Electronic Catalogs at Boise CascadeBoise Casc
49、ade Office Products-$3-billion office products wholesaler of over 200,000 different itemsThey had a 900-page paper catalog that was mailed once each year; minicatalogs tailored to customers individual needsThe company placed its catalogs online in 1996 ()Prentice Hall, 200347Boise Cascade (cont.)Sal
50、es through the Web site:199720 percent199930 percent200480 percent (expected)Production of a single paper catalog took 6 weeks/production of Web catalog takes 1 weekMajor advantage of customized catalogs is pricingElectronic orders cost 55 percent less to process than paper-based ordersPrentice Hall
51、, 200348Boise Cascade (cont.)Prentice Hall, 200349Search EnginesSearch enginea computer program that can access a database of Internet resources, search for specific information or keywords, and report the resultsSoftware (intelligent) agentsoftware that can perform routine tasks that require intell
52、igencePrentice Hall, 200350Search Engines, Intelligent Agentsand Shopping CartsE-commerce users use both search engines and intelligent agentsSearch engines find products or services Software agents conduct other tasks (comparisons)Electronic shopping cartan order-processing technology that allows c
53、ustomers to accumulate items they wish to buy while they continue to shopPrentice Hall, 200351AuctionsAuctiona market mechanism by which a seller places an offer to sell a product and buyers make bids sequentially and competitively until a final price is reachedAuctions deal with products and servic
54、es for which conventional marketing channels are ineffective or inefficientPrentice Hall, 200352Limitations of Traditional AuctionsTraditional auctions are generally a rapid processIt may be difficult for sellers to move goods to the auction siteCommissions are fairly highPrentice Hall, 200353Electr
55、onic AuctionsElectronic auctions (e-auctions)auctions conducted onlineHost sites on the Internet serve as brokers offering:Services for sellers to post their goods for saleAllowing buyers to bid on those itemsMany sites have certain etiquette rules that must be adhered to in order to conduct fair bu
56、sinessPrentice Hall, 200354Electronic Auctions (cont.)Major online auctions offer:Consumer productsElectronic partsArtworkVacation packagesAirline ticketsCollectiblesExcess supplies and inventories being auctioned off by B2B marketersPrentice Hall, 200355Dynamic PricingDynamic pricingprices that cha
57、nge based on supply and demand relationships at any given timeThe four major categories of dynamic pricing are based on the number of buyers and sellers involved:One buyer, one sellerOne seller, many potential buyersOne buyer, many potential sellersMany sellers, many buyersPrentice Hall, 200356Exhib
58、it 2.8Types of Dynamic PricingPrentice Hall, 200357Dynamic Pricing (cont.)One buyer, one seller usesNegotiationBargainingBarteringPrice will be determined by:Each partys bargaining powerSupply and demand in the items marketPossibly business environment factorsPrentice Hall, 200358Dynamic Pricing (co
59、nt.)One seller, many potential buyersForward auctionan auction in which a seller entertains bids from buyersEnglish auctionan auction in buyers bid on an item in sequence and the price increases with timeYankee auctionauction of multiple identical items in which bidders can bid for any number of the
60、 items offered, and the highest bid winsPrentice Hall, 200359Dynamic Pricing (cont.)Dutch auctionauction of multiple identical items, with prices starting at a very high level and declining as the auction time passesFree-fall (declining price) auctiona variation of the Dutch auction in which only on
61、e item is auctioned at a time; the price starts at a very high level and declines at fixed time intervals, the winning bid is the lowest one when the time expiresPrentice Hall, 200360Exhibit 2.9English Auction, Ascending PricePrentice Hall, 200361Dynamic Pricing (cont.)One buyer, many potential sell
62、ersReverse auction (bidding, or tendering system)auction in which the buyer places an item for bid (tender) on a request for quote (RFQ) system, potential suppliers bid on the job, with price reducing sequentially, and the lowest bid wins; primarily a B2B or G2B mechanismPrentice Hall, 200362Exhibit
63、 2.10The Reverse Auction ProcessPrentice Hall, 200363Dynamic Pricing (cont.)One buyer, many potential sellers (cont.)”Name-your-own-price” modelConsumer-to-business (C2B) modelMany sellers, many buyersDouble Auctionbuyers and their bidding prices and sellers and their asking prices are matched, cons
64、idering the quantities on both sidesPrentice Hall, 200364Limitations of Electronic AuctionsPossibility of frauddefective goods or receive goods/services without payingLimited participationinvitation only or Open to dealers onlyLack of securityC2C auctions sometimes not done in an unencrypted environ
65、mentLimited softwareonly a few “complete”or “off-the-shelf” market-enabling solutionsPrentice Hall, 200365Impacts of AuctionsAuctions as a coordination mechanismAuctions as a social mechanism to determine a priceAuctions as a highly visible distribution mechanismAuctions as a component in e-commerce
66、Prentice Hall, 200366Reverse Mortgage Auctions in SingaporeHomebuyers like to get the lowest possible mortgage ratesIn Singapore, D uses reverse auctions that are combined with “group purchasing”Dollardexs first project:Site invited potential buyers to fill out applications on a secure Web site7 len
67、ding banks were invited to bid on the loansPrentice Hall, 200367Reverse Mortgage Auctions in Singapore (cont.)In a secure electronic room, borrowers and lenders negotiated the deal, 2 days later the borrowers voted for one bankBorrowers negotiated loans 0.5 per-cent less than the regular rate and wa
68、iver of the legal fees with United Overseas Bank (UOB)UOB generated $10 million of businessDollardex allows customers to participate in an individual reverse auction if they do not want to join a groupPrentice Hall, 200368Barteringan exchange of goods and servicesBartering exchangesGive your offer t
69、o intermediaryIntermediary asses value of your product or service in”points” Use “points” to buy what you needBartering sites must be financially secureAlternative to bartering is to auction surplus and then use the money collected to buy items neededBartering OnlinePrentice Hall, 200369Bartering On
70、line (cont.)E-barteringbartering conducted online, usually by a bartering exchangeBartering exchangea marketplace in which an intermediary arranges barter transactionsPrentice Hall, 200370Online NegotiatingOnline negotiationelectronic negotiation, usually done by software (intelligent) agents that p
71、erform searches and comparisons; improves bundling and customization of products and servicesDynamic prices can be determined by negotiationNegotiated prices result from interactions and bargaining among sellers and buyersExpensive items like cars and real estateDeal with nonpricing terms like payme
72、nt method and creditPrentice Hall, 200371Online Negotiating (cont.)Three factors that facilitate negotiated pricesIntelligent agents that perform searches and comparisonsComputer technology that facilitates negotiation processProducts and services that are bundled and customizedPrentice Hall, 200372
73、Mobile computing permits real-time access to information, applications, and tools that, until recently, were accessible only from a desktop computerMobile commerce (m-commerce)e-commerce conducted via wireless devicesM-businessthe broadest definition of m-commerce, in which e-business is conducted i
74、n a wireless environmentMobile CommercePrentice Hall, 200373The Promise of M-CommerceMobility significantly changes the manner in which people and customers:InteractCommunicate CollaborateMobile applications are expected to change the way we:LivePlayDo businessPrentice Hall, 200374The Promise of M-C
75、ommerce (cont.)The PC-based Internet culture may change to one based on mobile devicesM-commerce creates new business models for EC, notably location-based applicationsMany large corporations with huge marketing presence are transforming their businesses to include m-commerce-based products and serv
76、icesMicrosoft AT&TIntel AOL-Time-WarnerSonyPrentice Hall, 200375I-Mode: Successful Mobile PortalShopping guidesMaps and transportationTicketingNews and reportsPersonalized movie serviceEntertainmentDining and reservationsAdditional servicesBankingStock tradingTelephone directory searchesDictionary s
77、ervicesHoroscopes An example of the spread of m-commerce is DoCoMos i-Mode; some applications of I-Mode are:Prentice Hall, 200376Impacts of E-Markets on Business Processes & OrganizationsProduct promotionNew sales channelDirect savingsReduced cycle timeCustomer serviceBrand or corporate imageCustomi
78、zationAdvertisingOrdering systemsMarket operationsImpacts of e-markets on B2C direct marketing:Prentice Hall, 200377Exhibit 2.11Analysis-of-Impacts FrameworkPrentice Hall, 200378Transforming OrganizationsTechnology and organizational learningTo survive, companies will have to learn and adapt quickly
79、 to the new technologiesCorporate change must be planned and managedNew technologies will require new organizational structures and approachesPrentice Hall, 200379Transforming Organizations (cont.)The changing nature of workDriven by increased competition in the global marketplace, firms are Reducin
80、g the number of employees and Outsourcing whatever work they can to countries where wages are significantly lessThe upheaval brought on by these changes creates new opportunities and new risks; forces us to think new ways of about jobs, careers, and salariesPrentice Hall, 200380Transforming Organiza
81、tions (cont.)Digital-Age workers will have to be very flexibletruly secure jobs will be few, many will work from homeDigital-Age companies will have to prize its core of essential workers as its most valuable assetempowering them and providing them with means to expand their knowledge and skill base
82、Prentice Hall, 200381Redefining OrganizationsNew and improved product capabilitiesE-markets allow for new products to be created and/or for existing products to be customized in innovative waysCustomer profiles and data on customer preferencessource of information for improving products or designing
83、 new onesMass customization enables manufacturers to create specific products for each customer, based on the customers exact needsPrentice Hall, 200382Redefining Organizations (cont.)New business modelsE-markets affect individual companies, products, entire industriesImproving the supply chainImpac
84、ts on manufacturingManufacturing systems changing from mass production lines to demand-driven, just-in-time manufacturingVirtual manufacturing enables global manufacturing plants to run as though they were one in locationPrentice Hall, 200383Exhibit 2.12aChanges in the Supply ChainPrentice Hall, 200
85、384Exhibit 2.12bChanges in the Supply ChainPrentice Hall, 200385Redefining Organizations (cont.)Impacts on Manufacturing (cont.)Build-to-Orderthe biggest change in manufacturing will be the move to build-to-order systemsManufacturing or assembly will start only after an order is receivedWill change
86、not only the production planning and control, but also the entire supply chainPrentice Hall, 200386Redefining Organizations (cont.)Impacts on finance and accountingE-markets require special finance and accounting systemsmost are electronic payment systems complicated by legal issues and internationa
87、l standards Executing an electronic order triggers back-office transactionsThese activities must be efficient, synchronized, and fast so the electronic trade will not be slowed downPrentice Hall, 200387Ciscos Virtual CloseCisco Systems supplies vast networks that connect computers to the InternetVir
88、tual Close was developed to allow companies to close its accounting records (its “books”) more quicklyCisco is implementing such a system for itself for closing quarterly accountsUsed to take up to 10 days; within 4 years it took 2 dayssignificantly cut its costBy 2002 or 2003 Cisco hopes to close t
89、he books with 1 hours notice, on any day in the quarterPrentice Hall, 200388Ciscos Virtual Close (cont.)Advantages of Virtual CloseCompanies can become proactive, spotting problems at any timeNew opportunities can be detected earlyEnables quick “drill down” analysis, which locates the causes of eith
90、er poor or excellent performanceBrings huge productivity gains related to corporate financial reportingPrentice Hall, 200389Redefining Organizations (cont.)Impact on human resource management and trainingEC is changing how people are recruited, evaluated, promoted, and developedEC also is changing t
91、he way training and education are offered to employeesOnline distance learning and virtual courses are explodingCompanies are cutting training costs by 50 percent or morePrentice Hall, 200390Redefining Organizations (cont.)New e-learning systems offer two-way video, on-the-fly interaction, applicati
92、on sharingE- learning may be their ticket to corporate survival as changing environments, new technologies, and continuously changing procedures make it necessary for employees to be trained and retrained constantlyPrentice Hall, 200391Managerial IssuesHow do we compete in the digital economy?What a
93、bout intermediaries?What organizational changes will be needed?Should we auction?What should be auctioned?Should we have our own auction site or use a third-party site?Should we barter?What m-commerce opportunities are available? Prentice Hall, 200392SummaryE-marketplaces and their componentsThe major types of e-marketsSupply chains and value chainsThe role of intermediationCompetition, quality, and liquidity in e-marketsElectronic catalogs, search engines, and shopping cartsTypes of auctions and their characteristicsPrentice Hall, 2003
