期末复习——电子商务(双语)

E-business——AbroaderdefinitionofEC,whichincludesnotjustthebuyingandsellingofgoodsandservices,butalsoservicingcustomers,collaboratingwithbusinesspartnersandconductingelectronictransactionswithinanorganization.Brick-and-Mortarorganizations：old-economyorganizationsthatperformmostoftheirbusinessoff-line,sellingphysicalproductsbymeansofphysicalagents.Virtualorganizations:organizationthatconducttheirbusinessactivitiessolelyonline.Click-and-mortarorganization:thatconductsomee-commerceactivities,butdotheirprimarybusinessinthephysicalworld.Wecandescribebusinessmodelfromtwofacets:RevenuemodelsandValueproposition一、Revenuemodels：DescriptionofhowthecompanyoranECprojectwillearnrevenue.　SalesTransactionfees:basedonthevolumeoftransaction;leviedpertransactionSubscriptionfees（会员费）AdvertisingfeesAffiliatefees（准入费）Otherrevenuesources：licensingfees（执照费用）二、Valueproposition：ThebenefitsacompanycanderivefromusingEC.SearchandtransactioncostefficiencyFasterandmoreinformeddecisionmakingWiderproductandserviceselectionEconomiesofscaleandscopeComplementaritiesBundlingtogethertoprovidemorevaluethanseparatelyLock-inSignificantswitchingcostNetworkexternalityNoveltyCreatesvaluethroughinnovativewaysValuetocustomerLowerpriceConveniencePersonalization（人格化）TypicalbusinessmodelsinEC1、Onlinedirectmarketing（网络直销）2、Electronictenderingsystems(reverseauction—逆向拍卖、招标系统)：Modelinwhichabuyerrequestswould-besellerstosubmitbids,andthelowestbidderwins.3、Nameyourownprice（反向定价）:Modelinwhichabuyersetsthepriceheorsheiswillingtopayandinvitessellerstosupplythegoodorserviceatthatprice.4、Findthebestprice（→比价网站）5、Affiliatemarketing(联属网络营销、网络联盟营销):Anarrangementwherebyamarketingpartner(abusiness,anorganization,orevenanindividual)refersconsumerstothesellingcompany’swebsite.6、Viralmarketing（病毒营销）:Word-of-mouthmarketinginwhichcustomerspromoteaproductorservicetofriendsorotherpeople.7、Grouppurchasing(e-co-ops—团购):Quantitypurchasingthatenablesgroupsofpurchaserstoobtainadiscountpriceontheproductspurchased.8、Onlineauction（在线拍卖）9、Productandservicecustomization（产品与服务定制→戴尔）10、Electronicmarketplacesandexchanges（电子市场交易所）11、Valuechainintegrators（价值链整合）12、Valuechainserviceproviders（第三方平台→支付宝、顺丰）13、Informationbrokers（信息中介→Yahoo、Baidu）14、Bartering（以物易物）15、Deepdiscounting（深度折扣→唯品会）16、membership（会员制）17、supplychainimprovesTheBenefitsofEC一、BenefitstoorganizationsGlobalreachCostreductionSupplychainimprovementsExtendedhours（时间延伸）：24/7/365CustomizationNewbusinessmodelsVendorsspecialization（供应专业化）Rapidtime-to-marketLowercommunicationcostsEfficientprocurementImprovedcustomerrelationsUp-to-datecompanymaterialNocitybusinesspermitsandfeesOtherbenefits二、BenefitstoconsumersUbiquity（到处存在）MoreproductsandservicesCheaperproductsandservicesInstantdeliveryInformationavailabilityParticipationinauctionsElectroniccommunitiesGetityourwayNosalestax三、BenefitstosocietyTelecommuting（远距离工作）HigherstandardoflivingHomelandsecurityHopeforthepoorAvailabilityofpublicservicesTheLimitationsofEC一、TechnicallimitationsofECLackofstandardsforquality,security,andreliability（可靠性）.Insufficienttelecommunicationsbandwidth.Softwaredevelopmenttoolsarestillevolving.ItisdifficulttointegratetheInternetandECsoftwarewithsomeexistingapplicationsanddatabases.Specialwebserversareneededinadditiontothenetworkservers.InsomeplaceInternetaccessibilityisstillexpensiveandinconvenientOrderfulfillmentoflarge-scaleB2Crequiresspecialautomatedwarehouses二、NontechnicalLimitationsSecurityandprivacyconcernsdetercustomersfrombuying.LackoftrustinECandinunknownsellershindersbuyingManylegalandpublicpolicyissues,includingtaxation,areasyetunresolvedNationalandinternationalgovernmentregulationssometimesgetinthewayItisdifficulttomeasuresomebenefitsofEC.Customersareresistanttothechangefromarealtoavirtualstore.Marketspace——Inwhichsellersandbuyersexchangegoodsandservicesformoney(orforothergoodsandservices),butdosoelectronically.*MarketspacecomponentsCustomers、Sellers、Products（digitalproducts）、Infrastructure（公共建设）、frontend、backend、intermediaries、otherbusinesspartners、*Typesofelectronicmarkets:fromstorefrontstoportalsElectronicstorefronts（店铺）andElectronicmalls（门户）*TypesofstoresandmallsGeneralstores/malls、Specializedstores/malls（特定商品专卖）、Regionalversusglobalstores、Pureonlineorganizationsversusclick-and-mortarstoresPublice-marketplaces——B2Bmarketplaces,usuallyownedand/ormanagedbyanindependentthirdparty,thatincludemanysellersandmanybuyers;alsoknowasexchanges.Sell-sidee-marketplace——aprivate(私人的)e-marketplaceinwhichacompanysellseitherstandardorcustomizedproductstoqualifiedcompanies.Buy-sidee-marketplace——aprivatee-marketplaceinwhichacompanymakespurchasesfrominvitedsuppliers.Disintermediation（中介消失）——Eliminationofintermediariesbetweensellersandbuyers.Reintermediation（中介再生）——Establishmentofnewintermediaryrolesfortraditionalintermediariesthatweredisintermediated.WhatsellswellontheInternetComputerhardwareandsoftware、Consumerelectronics、Sportinggoods、Officesupplies、Booksandmusic、Toys、Healthandbeauty、Entertainment、Apparelandclothing、Cars、Services、Jewelry、OthersCharacteristicofsuccessfulE-tailingHighbrandrecognitionAguaranteeprovidedbyhighlyreliableorwell-knownvendersDigitizedformatRelativelyinexpensiveitemsFrequentlypurchaseditemsCommoditieswithstandardspecifications,markingphysicalinspectionunimportantWell-knownpackageditemsChannelconflict——situationinwhichanonlinemarketingchannelupsetsthetraditionalchannelsduetorealorperceived(感觉)damagefromcompetitionModelofconsumerbehavioronlineindependent(oruncontrollable)variables——自变量PersonalcharacteristicsEnvironmentalvariablesSocialvariablesCultural/communityvariablesOtherenvironmentalvariablesIntervening（moderating介入或缓解）variablesvariablesarethosethatcanbecontrolledbyvendorsdecision-makingprocessdependentvariables——因变量customermakesseveraldecisions“tobuyornottobuy?”、“whattobuy?”、“where,when,andhowmuchtobuy?”Personalization:Thematchingofservices,products,andadvertisingcontenttoindividualconsumersMajorstrategies（战略）usedtocompile（编制）userprofilesSolicitinformationdirectlyfromtheuser（直接向用户征求信息）ObservewhatpeoplearedoingonlineBuildfrompreviouspurchasepatterns（从前的购物模式）Performmarketingresearch/Datamining（进行市场研究/数据挖掘）Makeinferences（做出推断）Limitationsofonlinemarketresearch1、toomuchdatamaybeavailable—needbusinessintelligencetoorganize,edit,condense,andsummarizeit2、accuracyofresponses(准确的反应)3、lossofrespondentsbecauseofequipmentproblems4、ethicsandlegalityofWebtracking5、Onlineshopperstendtobewealthy,employed,andwelleducated6、Thelackofclearunderstandingoftheonlinecommunicationprocessandhowonlinerespondentsthinkandinteractincyberspace*Internetadvertisingterminologyadviews、button、page、Click(click-throughoradclick)、CPM(costperthousandimpressions，千次展示费）、Hit、Visit、UniqueVisit、Stickinessadviews（广告浏览量）——Thenumberoftimesuserscallupapagethathasabanneronitduringaspecifictimeperiod;knownasimpressionsorpageviewsWhyInternetadvertising?TelevisionviewersaremigratingtotheInternetStatisticsarenotreadilyavailableonadsinaprintpublicationoronTVCostRichnessofformatPersonalizationTimelinessParticipationLocation-basisDigitalbrandingE-supplychainmanagement(e-SCM)——ThecollaborativeuseoftechnologytoimprovetheoperationsofsupplychainactivitiesaswellasthemanagementofsupplychainsE-supplychainconsistsofsixprocesses:1、Supplychainreplenishment（补货）2、E-procurement3、SupplychainmonitoringandcontrolusingRFID4、InventorymanagementusingwirelessDevices5、Collaborativeplanning（协同）6、Collaborativedesignandproductdevelopment7、E-logistics（现代物流）8、UseofB2BexchangesandsupplywebsPublickeyinfrastructure(PKI)——aschemeforsecuringe-paymentsusingpublickeyencryptionandvarioustechnicalcomponents.Thetwomajorclassesofencryption（加密）:Symmetric（对称）/Privatesystems(withonesecretkey)、Asymmetric（非对称）/Publicsystems(withtwokeys)Plaintext(明文)——anunencryptedmassageinhuman-readableform.Ciphertext（密码）——aplaintextmessageafterithasbeenencryptedintoamachine-readableform.Encryptionalgorithm（加密算法）——themathematicalformulausedtoencrypttheplaintextintotheciphertextandviceversa.Digitalsignatures（数字签名）——anidentifyingcodethatcanbeusedtoauthenticatetheidentityofthesenderofadocument.include:Hash:Amathematicalcomputationthatisappliedtoamessage,usingaprivatekey,toencryptthemessage.Messagedigest:Asummaryofamessage,convertedintoastringofdigits,afterthehashhasbeenapplied.Digitalenvelope:thecombinationoftheencryptedoriginalmessageandthedigitalsignature,usingtherecipient’spublickeySecuringECNetworks一、Firewalls——Anetworknodeconsistingofbothhardwareandsoftwarethatisolatesaprivatenetworkfromapublicnetwork.TypesofFirewalls(1)Packetfilteringrouters——firewallsthatfilterdataandrequestsmovingfromthepublicInternettoaprivatenetworkbasedonthenetworkaddressesofthecomputersendingorreceivingtherequest.（2）Applicationlevelproxy——Firewallsblockdataandrequestsdependingonthetypeofapplicationbeingaccessed.Forinstance,afirewallthatpermitsrequestsforwebpagestomovefromthepublicInternettotheprivatenetwork.ThedisadvantagesofApplicationlevelproxy①Ittakesmoreprocessingtimetotieparticularpacketstoparticularapplications.②TheusersontheinternalnetworkmustconfiguretheirmachinesorbrowserstosendtheirInternetrequestsviatheproxyserver.(3)personalfirewall二、VPN(Virtualprivatenetwork)Protocoltunneling（隧道）——MethodusedtoensureconfidentialityandintegrityofdatatransmittedovertheInternet,byencryptiondatapackets,sendingtheminpacketsacrosstheInternet,anddecryptionthematthedestinationaddress.ThesecurityofVPNUsingacombinationofencryptiontoscramblethecommunications,Usingauthenticationtoensurethattheinformationhasnotbeentamperedwithandcomesfromalegitimatesource,Usingaccesscontroltoverifytheidentityofanyoneusingthenetwork.Creditcards——信用卡、贷记卡，在信用额度内先消费后还款。Chargecards——签账卡，一般由非银行机构发行，没有上限，每月账单金额全额偿还。Debitcards——借记卡，先存款后消费，没有透支功能。E-check（电子支票）——alegallyvalidelectronicversionorrepresentationofapapercheck.ThebenefitsofE-check1.Reducesthemerchant’sadministrativecost2.Improvestheefficiencyofthedepositprocess3.Speedsthecheckoutprocess4.Providesconsumerswithmoreinformation5.ReducesthefloatperiodandinsufficientfundsE-cash(电子现金)——Thedigitalequivalentofpapercurrencyandcoins,whichenablessecureandanonymouspurchaseoflow-priceditems.TheEconomicsofEC