电子商务机理与模式.

Presentation on theme: "电子商务机理与模式."— Presentation transcript:

1 电子商务机理与模式

2 Main content Case: www.cantonfair.org.cn E-commerce Modes
E-commerce Framework 引例：网上广交会 电子商务的基本模式 电子商务的结构 电子商务的系统组成 E-commerce System

3 Case:

4 Key Points Basic E-commerce modes General framework of E-commerce
Elements of E-commerce system 学习目的  电子商务的基本模式  电子商务的基本框架  电子商务的系统组成

5 E-commerce Modes B2B B2C Modes C2C B2G 电子商务的基本模式 G2G

6 E-commerce Modes B2B Mode B2B，Business to Business
The transactions conducted among enterprises by means of Internet technologies. B2B模式 B2B，企业与企业 企业间利用互联网技术进行的交易 —————————————— Company 公司 Identity Provider 身份认证提供者 Create Account 创建帐户 Service Provider 服务提供商 Self Registration Web Application 自注册Web应用程序 Provision Accounts 提供帐户 Provisioning Workflows 提供服务工作流程 Approve Accounts 批准账目 Registration Approvers 登记审批者

7 E-commerce Modes The transaction activities involve:
enterprises’ purchases from their suppliers enterprises’ selling products to their customers enterprises’ coordinating businesses with their partners In terms of the means the website that an enterprise used to conduct B2B transactions can be either in-house hosting outsourced from a third-party host provider In terms of the form B2B mode centered on enterprises electronic markets 交易活动 企业向其供应商进行的采购 企业向其客户的批量销售 企业与其合作伙伴间的业务协调 实现办法 通过自建网站直接开展B2B 交易 借助电子中介服务来实现B2B交易 交易模式 围绕企业的B2B模式 电子市场

8 E-commerce Modes B2B of manufacturing industry
Without the introduction of EC With the introduction of EC investigating demands investigating the demands in electronic form deciding on purchasing solutions according to the electronic form of investigating information of materials purchasing materials manufacturing manufacturing 制造业的B2B 没有引入EC 需求调查→材料采购→生产→商品销售→收款结算→商品交割 引入EC后 以电子调查的形式进行需求调查 →运用电子化手段调查原材料信息以确定采购方案 →生产 →通过电子广告促进商品销售 →通过电子银行进行货币结算 →商品交割 selling the products promoting sales by E-advertisement handling payment handling payment through E-bank delivering delivering

9 E-commerce Modes EC greatly improves efficiency
In terms of information circulation In terms of supply system In terms of inventory management In terms of transaction security In terms of transportation management 电子商务在以下几方面提高了生产效率 信息流通方面 供货体系方面 库存管理方面 交易安全方面 运输管理方面

10 E-commerce Modes B2B of companies engaged in trade
There being no activities of manufacturing, EC almost covers all the activities of their management and operations. Trade enterprises are those who make best use of EC. They use EC technologies to acquire timely information of consumers precisely and thus they can make an accurate order and reduce the inventory as well as promote sales online to enhance the efficiency, reduce the cost and gain greater margin. 处于流通领域的商贸企业的B2B 由于没有生产环节，电子商务活动几乎覆盖了整个企业的经营管理活动。 商贸企业是利用电子商务最为广泛的企业。 通过电子商务, 商贸企业可以更及时、更准确地获取消费者信息，从而准 确订货、减少库存，并通过网络促进销售，以提高效率、降低成本，获取 更大的利益。

11 E-commerce Modes B2C Mode B2C，Business to Customer
Enterprises or retailers sell their products to individual consumers through employing Internet technologies, especially WWW technologies. B2C模式 B2C，企业对消费者 企业或零售商利用互联网技术，尤其是WWW 技术面向个体消费者进行的零售交易。

12 E-commerce Modes The contents of B2C transactions products services
traditional commodities digital contents services electronic traditional agency service electronic specialized services computers home appliances books music and videos luxury goods, clothes flowers and gifts general discount goods professional information resources professional knowledge databases electronic periodicals online travel agency online automobile sales online security transactions online insurance brokers online ticket office online banks online games online concerts and films online professional consultation services B2C的交易的内容 产品 传统商品 计算机 家电 图书 音像制品 奢侈品 服装 鲜花与礼品 折扣商品 数字内容产品 专业信息资源 专业知识数据库 电子期刊 服务 电子化的传统中介服务 在线旅行社服务 在线汽车代理销售服务 在线证券交易服务 网上保险销售服务 网上售票 在线银行 电子化的专业服务 网上游戏 在线音乐会 在线影视 在线专业咨询

13 E-commerce Modes Types of B2C model Traditional commerce
Pure E-commerce Part E-commerce Virtual process Physical agent Digital agent Digital Product Physical Product Physical process Digital process Virtual delivery agent Electronic commerce areas The core of electronic commerce Traditional commerce Virtual product B2C的种类 传统的商务 完全电子商务 部分（不完全）电子商务 Y——产品 X——代理人 Z——销售方式

14 E-commerce Modes Pure E-commerce Online Subscription Revenue Mode
Fee-for-browsing Revenue Mode Advertising-supported Revenue Mode Open Access Revenue Mode 完全电子商务 网上订阅模式 付费浏览模式 广告支持模式 网上赠与模式

15 E-commerce Modes C2C Mode C2C，Customer to Customer C2C elements
The individual consumers buy and sell items freely on Internet. C2C elements Buyers Sellers Electronic transaction platform suppliers Way of C2C transactions Auction Electronic market C2C模式 C2C，消费者与消费者 体消费者间在互联网上进行的自由买卖。 C2C构成要素 买方 卖方 电子交易平台供应商 C2C的交易方式 拍卖 电子市场（相当于农贸市场或者跳蚤市场 ）

16 E-commerce Modes B2G Mode B2G，Business to Government
The transactions between enterprises and governments via Internet. B2G transaction content Information Release E-Government Government's role government plays the role of EC users to gain purchases from enterprises meanwhile performs its function of macro management to support and guide the EC laws and regulations renewal of licenses attracting investment slips guide business guide collecting taxes and fees solving wages and welfare opening tender inviting investment B2G模式 B2G，企业与政府 企业与政府间利用互联网技术进行的交易。 B2G交易的内容 信息发布 各种法规 更换执照 招商引资信息 税单指南 商务指南 电子政务 向企业收取税费 发放工资和福利 招标采购 招商引资 政府的角色 作为电子商务的使用者进行商业上的购买活动 作为电子商务的宏观管理者对电子商务起着扶持和规范的作用

17 E-commerce Modes G2G Mode G2G，Government to Government Major players
All levels of governments inside governments among different levels of government different districts and departments G2G模式 G2G，政府与政府 主要参与者 各级政府 政府内部 各级政府之间 不同地区和部门 三重角色 服务者 消费者 管理者 server consumer administrator triplex role

18 E-commerce Modes Specific means intranet- based administration system
online policies，laws and regulations system Web-based document distribution workflow system electronic judicial document system electronic financial management system electronic training system vertically integrated network-based management system network-based coordination and control management system network- based performance evaluation systems network- based city management system 具体内容 政府内部网络办公系统 电子法规、政策系统 电子公文系统 电子司法档案系统 电子财政管理系统 电子培训系统 垂直网络化管理系统 横向网络协调管理系统 网络业绩评价系统 城市网络管理系统

19 E-commerce Framework General Framework of EC EC's four procedures
Website creation Information flow Public policy & regulations Distribution system Materials flow Standards construction Online payment Capital flow Business flow Technical support services （security, transfer） 电子商务的结构 电子商务总框架 电子商务的“四流”

20 E-commerce Framework e.g.
A manufacturer purchases raw materials from suppliers（waste recyclers） Ordering process ◆ Transport process Shipping process ◆ The process of payment of the freight Payment process Recyclers Bank Manufacturer EDI Clearinghouse Transporters 例 一个生产厂商从一个供应商（废品回收商）处采购原材料。 订货交易过程 · 运输交易过程 运输过程 · 支付运费过程 付款过程 Recyclers-回收商 Manufacturer-生产厂家 Transporters-运输商 EDI Clearinghouse-EDI交换中心 Bank-银行

21 E-commerce Framework Ordering process Transport process
Shipping process Payment freight Payment process Manufacturer Recyclers Recyclers Transporters Recyclers Transporters Manufacturer 订货交易过程 生产厂家回收商 运输交易过程 回收商生产厂家 运输过程 回收商运输商生产厂家 支付运费过程 回收商银行运输商 付款过程 生产厂家银行 回收商 Bank Recyclers Transporters Bank Manufacturer Recyclers

22 Electronic Commerce Infrastructure
E-commerce Framework Application Framework of EC Electronic Commerce Infrastructure Electronic Commerce Applications Support Applications 电子商务的应用框架 Electronic Commerce Infrastructure——电子商务基础设施 Electronic Commerce Applications Support——电子商务应用支柱 Electronic Commerce Applications——电子商务应用

23 E-commerce Framework Infrastructures of EC Network Infrastructure
Multimedia Content and Network Publishing Messaging and Information Distribution Common Business Services The aim of common business services Commodity catalog or price list Electronic payment Secure commercial information delivery Legal means of authentication Common Business Services Provides the tools and modes of information distribution. Non-formatted data exchange Formatted data exchange Messaging and Information Distribution 电子商务的基础设施 网络基础设施 电子商务的硬件基础设施 远程通信网 有线电视网 无线通信网 互联网 信息发布基础设施 网上HTML信息发布 文本、图片、声音、图像 报文和信息传播的基础设施 提供传播信息的工具和方式 非格式化的数据交流 如：E_mail 格式化数据交流 如：EDI 商业服务基础设施 实现标准的网上商务活动服务 商品目录、价目表的建立 电子支付 商业信息的安全传送 认证买卖双方的合法性 HTML to issue information online Text Graphics Audio Video Multimedia Content and Network Publishing The hardware basis of EC Remote communication networks CATV networks Wireless communication networks Internet Network Infrastructure

24 E-commerce Framework P P L T S P Application Pillars of EC
Public Policy and Law （PPL） Technical Standards and Protocols （TSP） P P L T S P They refer to policies and regulations related to EC involving issues of law and privacy。 Privacy protection Intellectual property protection Free speech Consumer protection Taxation Encryption Technical standards are the scientifical support of EC application framework Privacy protection. User interfaces Transmission protocols Information distribution standards Security protocols 电子商务的应用支柱 政策法律支柱 政策法律是电子商务应用框架的社会人文性支柱 隐私权的保护 知识产权保护 言论自由 消费者保护 税法 保密法 技术标准支柱 技术标准是电子商务应用框架的科技性支柱 用户接口 传输协议 信息发布标准 安全协议

25 E-commerce System Major Elements of EC
An integrated E-commerce system includes Network Platforms E-commerce Websites Customer Service Center Payment Center Authentication Center Distribution Center Various types of network platform Internet Intranet Extranet VAN（value-added networks） Network requirements Connectivity Coordination Security and reliability Multi-selectivity Adaptability An E-commerce website provides a front part of EC system. As human-machine interactive platforms and information interfaces, its tasks are to distribute commerce information and respond to customer’s requirements. Customer service center is the backend of EC system, whose function is to process and meet the requirements of its customers by providing services platforms during the transaction processes. Payment center provides the capital flow platform. It provides buyers and suppliers with service of payment in EC. 电子商务系统组成 电子商务系统的主要组成部分 一个完整的电子商务系统包括 网络平台 各类网络平台 互联网 企业内部网 企业外部网 商业增值网 网络要求 连接性 协同性 安全可靠性 多选择性 适应性 电子商务网站 电子商务网站也就是电子商务系统的前台部分，作为电子商务人机交互平台和 信息流的界面平台，其主要功能就是发布商务信息，接受客户需求。 客户服务中心 客户服务中心就是电子商务系统的后台部分，它提供交易过程中的服务平台， 其主要功能就是处理和满足客户需求。 支付中心 支付中心提供资金流平台，其功能是为电子商务系统中的采购者、供应者等提 供资金支付方面的服务。 认证中心 认证中心提供交易双方的信用保障 物流配送中心 物流配送中心提供物流平台 An authentication center provides the credit guarantee for both parties of the transaction. Distribution center provides the materials flow platform.

26 E-commerce System Network Framework of EC System Intranet
The network framework of EC systems includes three parts: intranet, connection part between intranet and Internet, and E-commerce application system. Intranet database servers client PCs database servers Intranet Web servers 电子商务系统的网络架构 电子商务系统网络架构可以分为三个部分：企业内部网、企业内部网与互联网连接部分和电子商务应用系统。 企业内部网 Web服务器 电子邮件服务器 数据库服务器 客户端的PC机 servers database servers client PCs

27 E-commerce System Connection Part Between Intranet and Internet
WWW clients firewall proxy client server database Intranet Web 企业内部网与互联网连接部分

28 E-commerce System EC Application Systems
Before-sale Support The before-sale support part enables enterprises to update their advertising materials faster with more interactive capacity and lower costs. In-sale Service In-sale service facilitates the business processes by involving online purchases, online consultation and negotiation, online payment, and online probation for some digital products. After-sale service and support involves providing customers with technology support, technology fault elimination, problems solutions, and products upgrading services, as well as accepting customers’ feedbacks. After-sale Service and Support 电子商务应用系统 售前部分 售前部分的电子商务系统使得企业的广告资料更新较快，更具互动性，且比传统的广告费用低廉。 售中服务 网上售中服务主要是帮助企业完成与客户之间的网上订购、咨询洽谈、网上支付和数字化产品（如 软件、音像制品）的试用、试听等商务过程。 售后服务 网上售后服务的内容主要包括给予客户提供技术支持，排除技术故障，解决产品使用中的问题，传 递产品改进或升级的信息，接收客户的反馈信息等。

29 Customer Service Center
E-commerce System Applications Level of EC System The EC application system can be divided into three levels from simple to integrated systems according to its contents or the complexity degree of its online solutions Level 1 E-commerce Level 2 E-commerce Level 3 E-commerce 电子商务系统的应用层次 电子商务系统的应用层次可以按电子商务系统的内容或其网上解决方案的复杂性分为从简单到完整的3个不同层次 ： 初级电子商务 中级电子商务 高级电子商务 Function Classification Network Platform EC Websites Customer Service Center Payment Center CA LogisticsCenter Level 1 EC √ Level 2 EC Level 3 EC

30 Summary The basic E-commerce modes EC’s four flows
 B2B  B2C  C2C  B2G  G2G EC’s four flows  information flow  capital flow  material flow  business flow EC applications depend on Application Pillars of EC Public Policy and Law  Technical Standards and Protocols Infrastructures of EC Network Infrastructure Multimedia Content and Network Publishing Messaging and Information Distribution Common Business Services 小结 电子商务的基本模式 * B2B *B2C *C2C *B2G *G2G 电子商务的“四流” 信息流 资金流 物流 商流 电子商务的应用框架 电子商务的应用支柱 政策法律支柱 技术标准支柱 电子商务的基础设施 网络基础设施 信息发布基础设施 信息传播基础设施 商业服务基础设施

31 Summary Major Elements of EC Network Framework of EC System
Network Platforms E-commerce Websites Customer Service Center Payment Center Authentication Center Distribution Center Network Framework of EC System Intranet Connection part between intranet and Internet EC application system Applications Level of EC System  Level 1 EC  Level 2 EC  Level 3 EC 电子商务系统组成 网络平台 电子商务网站 客户服务中心 支付中心 认证中心 物流配送中心 电子商务系统网络架构 企业内部网 企业内部网与互联网连接部分 电子商务应用系统 电子商务系统的应用层次 初级电子商务 中级电子商务 高级电子商务

32 Finish