e-commerce_ppt_ch01

E-commerce2014KennethC.LaudonCarolGuercioTraverbusiness.technology.society.tentheditionCopyright©2014PearsonEducation,Inc.PublishingasPrenticeHallChapter1TheRevolutionIsJustBeginningCopyright©2014PearsonEducation,Inc.PublishingasPrenticeHallClassDiscussionPinterest:APictureIsWorthaThousandWordsHaveyouusedPinterestoranyothercontentcurationsites?Whatareyourmaininterests?HaveyoupurchasedanythingbasedonapinorboardonPinterestoranyothercurationsite?WhydoPinterestlinksdrivemorepurchasingthanFacebooklinks?Copyright©2014PearsonEducation,Inc.PublishingasPrenticeHallSlide1-3E-commerceTrends2013–2014Expansionofsocial,local,andmobilee-commerceMobileplatformbeginstorivalPCplatformContinuedgrowthofcloudcomputingExplosivegrowthin“BigData”E-booksgainwideacceptanceContinuedgrowthofuser-generatedcontentCopyright©2014PearsonEducation,Inc.PublishingasPrenticeHallSlide1-4Copyright©2014PearsonEducation,Inc.PublishingasPrenticeHallSlide1-5Copyright©2014PearsonEducation,Inc.PublishingasPrenticeHallSlide1-6TheFirst30SecondsFirst17yearsofe-commerceJustthebeginningRapidgrowthandchangeTechnologiescontinuetoevolveatexponentialratesDisruptivebusinesschangeNewopportunitiesCopyright©2014PearsonEducation,Inc.PublishingasPrenticeHallSlide1-7WhatIsE-commerce?UseofInternetandWebtotransactbusinessMoreformally:DigitallyenabledcommercialtransactionsbetweenandamongorganizationsandindividualsCopyright©2014PearsonEducation,Inc.PublishingasPrenticeHallSlide1-8E-commercevs.E-businessE-business:Digitalenablingoftransactionsandprocesseswithinafirm,involvinginformationsystemsunderfirm’scontrolDoesnotincludecommercialtransactionsinvolvinganexchangeofvalueacrossorganizationalboundariesCopyright©2014PearsonEducation,Inc.PublishingasPrenticeHallSlide1-9Copyright©2014PearsonEducation,Inc.PublishingasPrenticeHallSlide1-10WhyStudyE-commerce?E-commercetechnologyisdifferent,morepowerfulthanprevioustechnologiesE-commercebringsfundamentalchangestocommerceTraditionalcommerce:ConsumeraspassivetargetsMass-marketingdrivenSales-forcedrivenFixedpricesInformationasymmetry信息不对称Copyright©2014PearsonEducation,Inc.PublishingasPrenticeHallSlide1-11EightUniqueFeaturesofE-commerceTechnology1.Ubiquity2.Globalreach3.Universalstandards4.Informationrichness5.Interactivity6.Informationdensity7.Personalization/customization8.SocialtechnologyCopyright©2014PearsonEducation,Inc.PublishingasPrenticeHallSlide1-12UbiquityAvailablejustabouteverywhere,atalltimes,makingitpossibletoshopfromyourdesktop,athome,atwork,orevenfromyourcar.E-commerceischaracterizedbyitsubiquity,asopposedtotraditionalcommerce.普遍存在性与传统的对立Copyright©2014PearsonEducation,Inc.PublishingasPrenticeHallSlide1-13GlobalReachPermitscommercialtransactionstocrossculturalandnationalboundariesfarmoreconvenientlyandcost-effectivelythanistrueintraditionalcommerce.Mosttraditionalcommerceislocalorregional.全球覆盖性更方便成本低Copyright©2014PearsonEducation,Inc.PublishingasPrenticeHallSlide1-14UniversalStandardsStandardsthataresharedbyallnationsoftheworld,incontrasttomosttraditionalcommercetechnologies,whichdifferfromonenationtothenext.Thinkabouttelevision,phone,orradiostandardsvsinternetstandards.Benefitsinclude:loweringmarketentrycosts,reducingsearchcostswhichcreatesaone-worldmarketspace,simplifyingpricediscovery,andnetworkexternalities(benefitsthatarisewheneveryoneusesthesametechnology).通用标准好处多Copyright©2014PearsonEducation,Inc.PublishingasPrenticeHallSlide1-15InformationRichnessThecomplexityandcontentofamessage.Smallretailshopshaveagreatamountofrichnesswhensellingaproduct,butmagazinesandradiodonot.Theinternethasconsiderablymorepotentialfordeliveringrichness.信息更丰富并导致了用户化Copyright©2014PearsonEducation,Inc.PublishingasPrenticeHallSlide1-16InteractivityAllowsfortwo-waycommunicationbetweenmerchantandconsumer,andenablesthemerchanttoengageaconsumerinwayssimilartoaface-to-faceexperience,butonamuchmoremassiveandglobalscale.相互性增加买方卖方沟通Copyright©2014PearsonEducation,Inc.PublishingasPrenticeHallSlide1-17InformationDensityThetotalamountandqualityofinformationavailabletoallmarketparticipants.Theinternetreducesinformationcollection,storage,processing,andcommunicationcostswhileincreasingthecurrency,accuracy,andtimelinessofinformation.信息密度增强效率减少信息收取过程Copyright©2014PearsonEducation,Inc.PublishingasPrenticeHallSlide1-18PersonalizationandCustomizationTheincreaseininformationdensityallowsmerchantstotargettheirmarketingmessagestospecificindividualsandresultsinalevelofpersonalizationandcustomizationunthinkablewithpreviouslyexistingcommercetechnologies.Copyright©2014PearsonEducation,Inc.PublishingasPrenticeHallSlide1-19SocialTechnologyProvidesamany-to-manymodelofmasscommunications.Millionsofusersareabletogeneratecontentconsumedbymillionsofotherusers.Copyright©2014PearsonEducation,Inc.PublishingasPrenticeHallSlide1-20Copyright©2014PearsonEducation,Inc.PublishingasPrenticeHallSlide1-21Web2.0User-centeredapplicationsandsocialmediatechnologiesUser-generatedcontentandcommunicationHighlyinteractive相互作用的,socialcommunitiesL