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Chapter 7 MIS
I apologize, upon reviewing the document I do not see enough context to accurately summarize it or answer the questions posed. The document appears to be a chapter from a textbook on e-commerce and discusses many concepts but does not provide clear conclusions or main points to summarize succinctly.
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Chapter 7 MIS
- 1. Management Information SystemsManagementInformation Systems MANAGING THE DIGITAL FIRM, 12TH EDITION E-COMMERCE: DIGITAL MARKETS, DIGITAL GOODS Chapter 7
- 2. Management Information SystemsManagementInformation Systems • What are the unique features of e-commerce, digital markets, and digital goods? • What are the principal e-commerce business and revenue models? • How has e-commerce transformed marketing? • How has e-commerce affected business-to-business transactions? • What is the role of m-commerce in business and what are the most important m-commerce applications? • What issues must be addressed when building an e-commerce Web site? Learning Objectives CHAPTER 7: E-COMMERCE: DIGITAL MARKETS, DIGITAL GOODS © Prentice Hall 20112
- 3. Management Information SystemsManagementInformation Systems • Problem - Differentiate a burger restaurant’s services in crowded marketplace (Manhattan) • Solution – Utilize social networking and crowdsourcing for marketing and services • Ordering via iPad, online • Customers can create and name own sandwiches • Twitter, Facebook, Foursquare integration • Illustrates: Use of information systems to create new products and services • Demonstrates: Use of social networking technologies as marketing tool 4FOOD: Burgers Go Social CHAPTER 7: E-COMMERCE: DIGITAL MARKETS, DIGITAL GOODS © Prentice Hall 20113
- 4. Management Information SystemsManagementInformation Systems • E-commerce today: • Use of the Internet and Web to transact business; digitally enabled transactions • Began in 1995 and grew exponentially, still growing even in a recession • Companies that survived the dot-com bubble burst and now thrive • E-commerce revolution is still in its early stages E-commerce and the Internet CHAPTER 7: E-COMMERCE: DIGITAL MARKETS, DIGITAL GOODS © Prentice Hall 20114
- 5. Management Information SystemsManagementInformation Systems E-commerce and the Internet THE GROWTH OF E-COMMERCE Retail e-commerce revenues grew 15–25 percent per year until the recession of 2008–2009, when they slowed measurably. In 2010, e-commerce revenues are growing again at an estimated 12 percent annually. FIGURE 10-1 CHAPTER 7: E-COMMERCE: DIGITAL MARKETS, DIGITAL GOODS © Prentice Hall 20115
- 6. Management Information SystemsManagementInformation Systems • Mengapa e-dagang adalah berbeza - 8 ciri-ciri unik • 1. keleluasaan • Internet / Web teknologi yang ada di mana-mana: kerja, rumah, dan lain-lain, bila-bila masa. • kesan: • Marketplace dikeluarkan dari duniawi, lokasi geografi untuk menjadi "marketspace" • Kemudahan pelanggan yang dipertingkatkan dan kos membeli-belah dikurangkan E-commerce and the Internet CHAPTER 7: E-COMMERCE: DIGITAL MARKETS, DIGITAL GOODS © Prentice Hall 2011
- 7. Management Information SystemsManagementInformation Systems • 8 unique features (cont.) 2. Global reach • The technology reaches across national boundaries, around Earth • Effect: • Commerce enabled across cultural and national boundaries seamlessly and without modification • Marketspace includes, potentially, billions of consumers and millions of businesses worldwide E-commerce and the Internet CHAPTER 7: E-COMMERCE: DIGITAL MARKETS, DIGITAL GOODS © Prentice Hall 20117
- 8. Management Information SystemsManagementInformation Systems • 8 unique features (cont.) 3. Universal standards • One set of technology standards: Internet standards • Effect: • Disparate computer systems easily communicate with each other • Lower market entry costs—costs merchants must pay to bring goods to market • Lower consumers’ search costs—effort required to find suitable products E-commerce and the Internet CHAPTER 7: E-COMMERCE: DIGITAL MARKETS, DIGITAL GOODS © Prentice Hall 20118
- 9. Management Information SystemsManagementInformation Systems • 8 unique features (cont.) 4. Richness • Supports video, audio, and text messages • Effect: • Possible to deliver rich messages with text, audio, and video simultaneously to large numbers of people • Video, audio, and text marketing messages can be integrated into single marketing message and consumer experience E-commerce and the Internet CHAPTER 7: E-COMMERCE: DIGITAL MARKETS, DIGITAL GOODS © Prentice Hall 20119
- 10. Management Information SystemsManagementInformation Systems • 8 unique features (cont.) 5. Interactivity • The technology works through interaction with the user • Effect: • Consumers engaged in dialog that dynamically adjusts experience to the individual • Consumer becomes co-participant in process of delivering goods to market E-commerce and the Internet CHAPTER 7: E-COMMERCE: DIGITAL MARKETS, DIGITAL GOODS © Prentice Hall 201110
- 11. Management Information SystemsManagementInformation Systems • 8 unique features (cont.) 6. Information density • Large increases in information density—the total amount and quality of information available to all market participants • Effect: • Greater price transparency • Greater cost transparency • Enables merchants to engage in price discrimination E-commerce and the Internet CHAPTER 7: E-COMMERCE: DIGITAL MARKETS, DIGITAL GOODS © Prentice Hall 201111
- 12. Management Information SystemsManagementInformation Systems • 8 unique features (cont.) 7. Personalization/Customization • Technology permits modification of messages, goods • Effect • Personalized messages can be sent to individuals as well as groups • Products and services can be customized to individual preferences E-commerce and the Internet CHAPTER 7: E-COMMERCE: DIGITAL MARKETS, DIGITAL GOODS © Prentice Hall 201112
- 13. Management Information SystemsManagementInformation Systems • 8 unique features (cont.) 8. Social technology • The technology promotes user content generation and social networking • Effect • New Internet social and business models enable user content creation and distribution, and support social networks E-commerce and the Internet CHAPTER 7: E-COMMERCE: DIGITAL MARKETS, DIGITAL GOODS © Prentice Hall 201113
- 14. Management Information SystemsManagementInformation Systems • Key concepts in e-commerce • Digital markets reduce • Information asymmetry • Search costs • Transaction costs • Menu costs • Digital markets enable • Price discrimination • Dynamic pricing • Disintermediation E-commerce and the Internet CHAPTER 7: E-COMMERCE: DIGITAL MARKETS, DIGITAL GOODS © Prentice Hall 201114
- 15. Management Information SystemsManagementInformation Systems E-commerce and the Internet THE BENEFITS OF DISINTERMEDIATION TO THE CONSUMER The typical distribution channel has several intermediary layers, each of which adds to the final cost of a product, such as a sweater. Removing layers lowers the final cost to the consumer. FIGURE 10-2 CHAPTER 7: E-COMMERCE: DIGITAL MARKETS, DIGITAL GOODS © Prentice Hall 201115
- 16. Management Information SystemsManagementInformation Systems • Key concepts in e-commerce • Digital goods • Goods that can be delivered over a digital network • E.g. Music tracks, video, software, newspapers, books • Cost of producing first unit almost entire cost of product: marginal cost of 2nd unit is about zero • Costs of delivery over the Internet very low • Marketing costs remain the same; pricing highly variable • Industries with digital goods are undergoing revolutionary changes (publishers, record labels, etc.) E-commerce and the Internet CHAPTER 7: E-COMMERCE: DIGITAL MARKETS, DIGITAL GOODS © Prentice Hall 201116
- 17. Management Information SystemsManagementInformation Systems • Types of e-commerce •Business-to-consumer (B2C) •Business-to-business (B2B) •Consumer-to-consumer (C2C) •Mobile commerce (m-commerce) E-commerce: Business and Technology CHAPTER 7: E-COMMERCE: DIGITAL MARKETS, DIGITAL GOODS © Prentice Hall 201117
- 18. Management Information SystemsManagementInformation Systems • E-commerce business models • Portal • E-tailer • Content Provider • Transaction Broker • Market Creator • Service Provider • Community Provider E-commerce: Business and Technology CHAPTER 7: E-COMMERCE: DIGITAL MARKETS, DIGITAL GOODS © Prentice Hall 201118
- 19. Management Information SystemsManagementInformation Systems Read the Interactive Session and discuss the following questions • Based on your reading in this chapter, how would you characterize Twitter’s business model? • If Twitter is to have a revenue model, which of the revenue models described in this chapter would work? • What is the most important asset that Twitter has and how could it monetize this asset? • What impact will a high customer churn rate have on Twitter’s potential advertising revenue? E-commerce: Business and Technology TWITTER SEARCHES FOR A BUSINESS MODEL CHAPTER 7: E-COMMERCE: DIGITAL MARKETS, DIGITAL GOODS © Prentice Hall 201119
- 20. Management Information SystemsManagementInformation Systems •E-commerce revenue models 1. Advertising 2. Sales 3. Subscription 4. Free/Freemium 5. Transaction Fee 6. Affiliate E-commerce: Business and Technology CHAPTER 7: E-COMMERCE: DIGITAL MARKETS, DIGITAL GOODS © Prentice Hall 201120
- 21. Management Information SystemsManagementInformation Systems • Most popular Web 2.0 service: social networking • Social networking sites sell banner ads, user preference information, and music, videos and e-books • Social shopping sites • Swap shopping ideas with friends (Kaboodle, ThisNext) • Wisdom of crowds/crowdsourcing • Large numbers of people can make better decisions about topics and products than a single person • Prediction markets: • Peer-to-peer betting markets on specific outcomes (elections, sales figures, designs for new products) E-commerce: Business and Technology CHAPTER 7: E-COMMERCE: DIGITAL MARKETS, DIGITAL GOODS © Prentice Hall 201121
- 22. Management Information SystemsManagementInformation Systems Read the Interactive Session and discuss the following questions • What concepts in the chapter are illustrated in this case? • Describe the weaknesses of Facebook’s privacy policies and features. What management, organization, and technology factors have contributed to those weaknesses? • List and describe some of the options that Facebook managers have in balancing privacy and profitability. How can Facebook better safeguard user privacy? What would be the impact on its profitability and business model? • Do you anticipate that Facebook will be successful in developing a business model that monetizes their site traffic? Why or why not? E-commerce: Business and Technology FACEBOOK: MANAGING YOUR PRIVACY FOR THEIR PROFIT CHAPTER 7: E-COMMERCE: DIGITAL MARKETS, DIGITAL GOODS © Prentice Hall 201122
- 23. Management Information SystemsManagementInformation Systems • E-commerce marketing • Internet provides marketers with new ways of identifying and communicating with customers • Long tail marketing: Ability to reach a large audience inexpensively • Behavioral targeting: Tracking online behavior of individuals on thousands of Web sites • Advertising formats include search engine marketing, display ads, rich media, and e-mail E-commerce: Business and Technology CHAPTER 7: E-COMMERCE: DIGITAL MARKETS, DIGITAL GOODS © Prentice Hall 201123
- 24. Management Information SystemsManagementInformation Systems E-commerce: Business and Technology WEB SITE VISITOR TRACKING E-commerce Web sites have tools to track a shopper’s every step through an online store. Close examination of customer behavior at a Web site selling women’s clothing shows what the store might learn at each step and what actions it could take to increase sales. FIGURE 10-3 CHAPTER 7: E-COMMERCE: DIGITAL MARKETS, DIGITAL GOODS © Prentice Hall 201124
- 25. Management Information SystemsManagementInformation Systems E-commerce: Business and Technology WEB SITE PERSONALIZATION Firms can create unique personalized Web pages that display content or ads for products or services of special interest to individual users, improving the customer experience and creating additional value. FIGURE 10-4 CHAPTER 7: E-COMMERCE: DIGITAL MARKETS, DIGITAL GOODS © Prentice Hall 201125
- 26. Management Information SystemsManagementInformation Systems E-commerce: Business and Technology HOW AN ADVERTISING NETWORK SUCH AS DOUBLECLICK WORKS Advertising networks have become controversial among privacy advocates because of their ability to track individual consumers across the Internet. FIGURE 10-5 CHAPTER 7: E-COMMERCE: DIGITAL MARKETS, DIGITAL GOODS © Prentice Hall 201126
- 27. Management Information SystemsManagementInformation Systems • Business-to-business e-commerce • Electronic data interchange (EDI) • Computer-to-computer exchange of standard transactions such as invoices, purchase orders • Major industries have EDI standards that define structure and information fields of electronic documents for that industry • More companies increasingly moving away from private networks to Internet for linking to other firms • E.g. Procurement: Businesses can now use Internet to locate most low-cost supplier, search online catalogs of supplier products, negotiate with suppliers, place orders, etc. E-commerce: Business and Technology CHAPTER 7: E-COMMERCE: DIGITAL MARKETS, DIGITAL GOODS © Prentice Hall 201127
- 28. Management Information SystemsManagementInformation Systems E-commerce: Business and Technology ELECTRONIC DATA INTERCHANGE (EDI) Companies use EDI to automate transactions for B2B e-commerce and continuous inventory replenishment. Suppliers can automatically send data about shipments to purchasing firms. The purchasing firms can use EDI to provide production and inventory requirements and payment data to suppliers. FIGURE 10-6 CHAPTER 7: E-COMMERCE: DIGITAL MARKETS, DIGITAL GOODS © Prentice Hall 201128
- 29. Management Information SystemsManagementInformation Systems • Business-to-business e-commerce (cont.) • Private industrial networks (private exchanges) • Large firm using extranet to link to its suppliers, distributors and other key business partners • Owned by buyer • Permits sharing of: • Product design and development • Marketing • Production scheduling and inventory management • Unstructured communication (graphics and e-mail) E-commerce: Business and Technology CHAPTER 7: E-COMMERCE: DIGITAL MARKETS, DIGITAL GOODS © Prentice Hall 201129
- 30. Management Information SystemsManagementInformation Systems E-commerce: Business and Technology A PRIVATE INDUSTRIAL NETWORK A private industrial network, also known as a private exchange, links a firm to its suppliers, distributors, and other key business partners for efficient supply chain management and other collaborative commerce activities. FIGURE 10-7 CHAPTER 7: E-COMMERCE: DIGITAL MARKETS, DIGITAL GOODS © Prentice Hall 201130
- 31. Management Information SystemsManagementInformation Systems • Business-to-business e-commerce (cont.) • Net marketplaces (e-hubs) • Single market for many buyers and sellers • Industry-owned or owned by independent intermediary • Generate revenue from transaction fees, other services • Use prices established through negotiation, auction, RFQs, or fixed prices • May focus on direct or indirect goods • May be vertical or horizontal marketplaces E-commerce: Business and Technology CHAPTER 7: E-COMMERCE: DIGITAL MARKETS, DIGITAL GOODS © Prentice Hall 201131
- 32. Management Information SystemsManagementInformation Systems E-commerce: Business and Technology A NET MARKETPLACE Net marketplaces are online marketplaces where multiple buyers can purchase from multiple sellers. FIGURE 10-8 CHAPTER 7: E-COMMERCE: DIGITAL MARKETS, DIGITAL GOODS © Prentice Hall 201132
- 33. Management Information SystemsManagementInformation Systems • Business-to-business e-commerce (cont.) • Exchanges • Independently owned third-party Net marketplaces • Connect thousands of suppliers and buyers for spot purchasing • Typically provide vertical markets for direct goods for single industry (food, electronics) • Proliferated during early years of e-commerce; many have failed • Competitive bidding drove prices down and did not offer long- term relationships with buyers or services to make lowering prices worthwhile E-commerce: Business and Technology CHAPTER 7: E-COMMERCE: DIGITAL MARKETS, DIGITAL GOODS © Prentice Hall 201133
- 34. Management Information SystemsManagementInformation Systems •M-commerce • Although m-commerce represents small fraction of total e-commerce transactions, revenue has been steadily growing • Location-based services • Banking and financial services • Wireless advertising and retailing • Games and entertainment The Mobile Digital Platform and Mobile E-commerce CHAPTER 7: E-COMMERCE: DIGITAL MARKETS, DIGITAL GOODS © Prentice Hall 201134
- 35. Management Information SystemsManagementInformation Systems The Mobile Digital Platform and Mobile E-commerce CONSOLIDATED MOBILE COMMERCE REVENUES Mobile e-commerce is the fastest growing type of B2C e-commerce although it represents only a small part of all e-commerce in 2010. FIGURE 10-9 CHAPTER 7: E-COMMERCE: DIGITAL MARKETS, DIGITAL GOODS © Prentice Hall 201135
- 36. Management Information SystemsManagementInformation Systems • Assembling a team with the skills required to make decisions about: • Technology • Site design • Social and information policies • Hardware, software, and telecommunications infrastructure • Customer’s demands should drive the site’s technology and design Building an E-commerce Web Site CHAPTER 7: E-COMMERCE: DIGITAL MARKETS, DIGITAL GOODS © Prentice Hall 201136
- 37. Management Information SystemsManagementInformation Systems • Business decisions drive the technology – not the reverse • Business objectives • Capabilities the site should have • E.g. execute a transaction payment • System functionality • Technological capability to achieve this objective • E.g. a shopping cart or other payment system • Information requirements • E.g. secure credit card clearing, multiple payment options Building an E-commerce Web Site CHAPTER 7: E-COMMERCE: DIGITAL MARKETS, DIGITAL GOODS © Prentice Hall 201137
- 38. Management Information SystemsManagementInformation Systems • Alternatives in building the Web site • Completely in-house • Mixed responsibility • Completely outsourced • Co-location • Web site budgets • Several thousand to millions / year • 50% of a budget is system maintenance and content creation Building an E-commerce Web Site CHAPTER 7: E-COMMERCE: DIGITAL MARKETS, DIGITAL GOODS © Prentice Hall 201138
- 39. Management Information SystemsManagementInformation Systems The Mobile Digital Platform and Mobile E-commerce CHOICES IN BUILDING AND HOSTING WEB SITES You have a number of alternatives to consider when building and hosting an e-commerce site.FIGURE 10-10 CHAPTER 7: E-COMMERCE: DIGITAL MARKETS, DIGITAL GOODS © Prentice Hall 201139
- 40. Management Information SystemsManagementInformation Systems The Mobile Digital Platform and Mobile E-commerce COMPONENTS OF A WEB SITE BUDGET FIGURE 10-11 CHAPTER 7: E-COMMERCE: DIGITAL MARKETS, DIGITAL GOODS © Prentice Hall 201140
Editor's Notes
- #3 Apakah ciri-ciri unik e-dagang, pasaran digital, dan barangan digital? Apakah perniagaan dan pendapatan model utama e-dagang? Bagaimana e-dagang mengubah pemasaran? Bagaimana e-dagang menjejaskan perniagaan-ke-perniagaan transaksi? Apakah peranan m-dagang dalam perniagaan dan apa yang paling penting aplikasi m-dagang? Apakah isu-isu perlu ditangani apabila membina? E-dagang laman web?
- #4 Masalah - Membezakan perkhidmatan restoran burger di pasaran sesak (Manhattan) Penyelesaian - Menggunakan rangkaian sosial dan crowdsourcing untuk pemasaran dan perkhidmatan Pesanan melalui iPad, talian Pelanggan boleh membuat dan menamakan sandwic sendiri Twitter, Facebook, integrasi Foursquare Menggambarkan: Penggunaan sistem maklumat untuk mencipta produk dan perkhidmatan baru Menunjukkan: Penggunaan teknologi rangkaian sosial sebagai alat pemasaran
- #5 E-dagang hari ini: Penggunaan Internet dan Web untuk menjalankan perniagaan; membolehkan transaksi secara digital Bermula pada tahun 1995 dan berkembang pesat, masih berkembang walaupun dalam kemelesetan Syarikat-syarikat yang terselamat daripada dot-com gelembung pecah dan kini berkembang maju E-dagang revolusi masih pada peringkat awal
- #6 This graphic illustrates the continuing growth of e-commerce. From the text: “E-commerce grew at double-digit rates until the recession of 2008–2009 when growth slowed to a crawl. In 2009, e-commerce revenues were flat, not bad considering that traditional retail sales were shrinking by 5 percent annually. In fact, e-commerce during the recession was the only stable segment in retail. Despite the recession, in 2010, the number of online buyers increased by 6 percent to 133 million, and the average annual purchase is up 5 percent to $1,139. Amazon’s sales grew by 28 percent in the year. Grafik ini menunjukkan pertumbuhan berterusan e-dagang. Dari ayat tersebut: "E-dagang berkembang pada kadar dua angka sehingga kemelesetan tahun 2008-2009 apabila pertumbuhan perlahan merangkak a. Pada tahun 2009, perolehan e-dagang tidak berubah, tidak buruk memandangkan jualan runcit tradisional telah mengecut sebanyak 5 peratus setahun. Malah, e-dagang selama kemelesetan hanya segmen yang stabil dalam runcit. Walaupun kemelesetan ekonomi, pada tahun 2010, bilangan pembeli dalam talian meningkat sebanyak 6 peratus kepada 133 juta dan pembelian tahunan purata adalah sehingga 5 peratus kepada $ 1,139. Jualan Amazon meningkat sebanyak 28 peratus pada tahun ini.
- #7 Ini slaid dan tujuh seterusnya membincangkan sebab-sebab bagi pertumbuhan cepat e-dagang - iaitu ciri-ciri unik Internet dan e-dagang, yang lebih kaya dan lebih berkuasa daripada revolusi teknologi terdahulu seperti radio dan TV. Teks ini menerangkan lapan ciri-ciri Internet: (1) keleluasaan, (2) capaian global, (3) piawaian universal, (4) kekayaan, (5) interaktiviti, (6) kepadatan maklumat, (7) peribadi / penyesuaian, (8) teknologi sosial. Meminta pelajar untuk menerangkan apa yang mereka fikir membezakan Internet dari media komunikasi lain atau membeli-belah atau maklumat pengalaman tradisional. Dari segi faedah komersial, apa yang istimewa tentang kualiti "keleluasaan"? Slaid seterusnya membincangkan ciri capaian global. Tanya pelajar apa cara capaian global dan apa kesan jangkauan global. (Capaian Global: Perdagangan membolehkan merentasi sempadan budaya dan negara dengan lancar dan tanpa pengubahsuaian Marketspace termasuk, berpotensi, berbilion-bilion pengguna dan berjuta-juta perniagaan di seluruh dunia..)
- #8 8 ciri-ciri unik (samb.) capaian global Teknologi ini sampai merentasi sempadan negara, di seluruh bumi kesan: Perdagangan membolehkan merentasi sempadan budaya dan negara dengan lancar dan tanpa pengubahsuaian Marketspace termasuk, berpotensi, berbilion-bilion pengguna dan berjuta-juta perniagaan di seluruh dunia
- #9 8 ciri-ciri unik (samb.) standard Universal Satu set standard teknologi: standard Internet kesan: Sistem komputer yang berbeza dengan mudah berkomunikasi antara satu sama lain Kemasukan pasaran yang lebih rendah kos-kos peniaga perlu membayar untuk membawa barang-barang ke pasaran Kos-usaha carian pengguna yang lebih rendah diperlukan untuk mencari produk yang sesuai
- #10 8 ciri-ciri unik (samb.) kekayaan Menyokong mesej video, audio, dan teks kesan: Mungkin untuk menyampaikan mesej yang kaya dengan teks, audio, dan video pada masa yang sama untuk ramai orang Video, audio, dan teks mesej pemasaran boleh disepadukan ke dalam mesej pemasaran tunggal dan pengalaman pengguna
- #11 8 ciri-ciri unik (samb.) interaktiviti Teknologi itu berfungsi melalui interaksi dengan pengguna kesan: Pengguna yang terlibat dalam dialog yang secara dinamik menyesuaikan pengalaman untuk individu Pengguna menjadi co-peserta dalam proses menyampaikan barang-barang ke pasaran
- #12 8 ciri-ciri unik (samb.) kepadatan maklumat Peningkatan besar dalam maklumat berkepadatan jumlah jumlah dan kualiti maklumat yang disediakan untuk semua peserta pasaran kesan: Ketelusan harga yang lebih Kos lebih telus Membolehkan para pedagang untuk terlibat dalam diskriminasi harga
- #13 8 ciri-ciri unik (samb.) Peribadi / Ubahsuaian Teknologi membolehkan pengubahsuaian mesej, barang-barang kesan Mesej peribadi boleh dihantar kepada individu dan kumpulan Produk dan perkhidmatan yang boleh disesuaikan dengan pilihan individu
- #14 8 ciri-ciri unik (samb.) teknologi sosial Teknologi ini menggalakkan generasi kandungan pengguna dan rangkaian sosial kesan Internet sosial dan perniagaan model baru membolehkan pengguna penciptaan kandungan dan pengedaran, dan menyokong rangkaian sosial
- #15 Konsep utama dalam e-dagang Pasaran Digital mengurangkan asimetri maklumat kos Carian kos urus niaga kos menu Pasaran digital membolehkan diskriminasi harga harga dinamik perantaraan
- #16 Grafik ini menggambarkan bagaimana perantaraan mengurangkan harga kepada pengguna. Ia juga membolehkan pengeluar untuk mendapatkan keuntungan lebih untuk produk dengan menghapuskan orang tengah. Adakah orang tengah benar-benar perlu? Anda perlu meminta pelajar yang mereka fikir merupakan "orang tengah". Walmart adalah, misalnya, pengedar dan peruncit. Adakah mereka menyediakan fungsi penting? Mengapa tidak boleh hanya mengabaikan pengeluar Walmart dan menjualnya kepada pelanggan? Walaupun perantaraan pasaran bunyi seperti satu perkara yang baik kerana kos dan harga turun, untuk pengeluar Bahagian yang paling disimpan rakan kongsi pengedaran dan saluran mereka. Walmart masih diperlukan oleh pengeluar seperti P & G untuk menjual sabun.
- #17 Konsep utama dalam e-dagang barangan digital Barang-barang yang boleh dihantar melalui rangkaian digital Mis Trek muzik, video, perisian, surat khabar, buku-buku Kos menghasilkan unit hampir keseluruhan kos pertama produk: kos marginal unit ke-2 adalah kira-kira sifar Kos penghantaran melalui Internet yang sangat rendah Kos pemasaran tetap sama; harga sangat berubah-ubah Industri yang mempunyai barang-barang digital mengalami perubahan revolusi (penerbit, label rekod, dan lain-lain)
- #18 Jenis-jenis e-dagang Perniagaan-ke-pengguna (B2C) Perniagaan ke perniagaan (B2B) Pengguna-kepada-pengguna (C2C) Perdagangan mudah alih (m-dagang)
- #19 Model perniagaan E-dagang Portal E-tailer Pembekal kandungan transaksi Broker Pencipta pasaran Pembekal Perkhidmatan Pembekal Komuniti
- #20 This slide presents discussion questions regarding the case study of Twitter, the social networking site that allows users to transmit 140-character messages to friends and followers. Twitter illustrates the business model of community provider discussed on the previous slide. How many students use Twitter? Have any quit using Twitter? Twitter’s churn rate is reportedly quite high– over 30% a year. Why might that be so?
- #21 Model hasil E-dagang Pengiklanan jualan langganan Percuma / Freemium Yuran Urusniaga affiliate
- #22 This slide discusses the impact of the social networking aspect of Web 2.0 technologies. Most students will be well aware of social networking technologies, but have they heard of prediction markets? Ask them to investigate this further on their own time. How can these techniques and phenomenon be used by business firms? LinkedIn is the largest professional and business social network that members often use to recruit employees and find jobs.
- #23 This slide presents discussion questions regarding the case study of Facebook, the largest social networking site in the world. Facebook uses the advertising revenue models and advertisers using Facebook are interested in targeting audiences based on personal information posted by users to Facebook, many of whom wish to keep their personal information private.
- #24 Yang paling popular Web 2.0 perkhidmatan: rangkaian sosial Laman rangkaian sosial menjual iklan banner, maklumat keutamaan pengguna, dan muzik, video dan e-buku Laman membeli-belah sosial Idea-idea membeli-belah dengan rakan-rakan Pertukaran (Kaboodle, ThisNext) Kebijaksanaan orang ramai / crowdsourcing Ramai orang boleh membuat keputusan yang lebih baik mengenai topik dan produk daripada diri yang satu Pasaran Ramalan: Peer-to-peer pertaruhan pasaran kepada hasil tertentu (pilihan raya, angka jualan, reka bentuk untuk produk baru)
- #25 Grafik ini menggambarkan bagaimana kerja-kerja pengesanan clickstream dan apa yang kedai boleh memberitahu tentang aktiviti-aktiviti membeli-belah di laman web mereka. Metrik meluas wujud untuk pelbagai jenis tingkah laku pengguna, dari masa yang digunakan pada laman web untuk bilangan produk yang dipesan dan diletakkan di dalam troli membeli-belah tetapi tidak membeli.
- #26 Grafik ini menggambarkan beberapa jenis peribadi yang clickstream pengesanan boleh membuat mungkin. Adakah pelajar mendapati cadangan yang dibuat oleh laman web yang berguna dalam pengalaman mereka? Anda boleh pergi ke Amazon.com dan menggambarkan bagaimana sistem Penentu bekerja. Cari produk yang, dan kemudian tatal ke bahagian bawah halaman di mana Penentu Amazon akan memberitahu anda apa yang orang lain yang melihat halaman semasa sebenarnya dibeli. Netflix juga merupakan laman yang sangat baik untuk menunjukkan peribadi.
- #27 Apa yang pelajar berfikir (atau adakah mereka berfikir) tentang bagaimana rangkaian pengiklanan mengikuti mereka di sekitar Internet? Ia sebenarnya agak sukar untuk sesiapa sahaja untuk mengetahui apabila mereka sedang dikesan oleh rangkaian, dan lebih sukar untuk mengetahui bagaimana maklumat itu digunakan. Apa faedah sosial yang disediakan oleh rangkaian sosial dan iklan mensasarkan?
- #28 Perniagaan ke perniagaan e-dagang Pertukaran data elektronik (EDI) Pertukaran komputer ke komputer transaksi standard seperti invois, pesanan pembelian Industri utama mempunyai standard EDI yang menentukan struktur dan maklumat bidang dokumen elektronik untuk industri yang Lebih banyak syarikat-syarikat yang semakin beralih daripada rangkaian persendirian ke Internet untuk menghubungkan kepada firma lain Mis Perolehan: Perniagaan kini boleh menggunakan Internet untuk mencari pembekal kos rendah yang paling, mencari katalog online produk pembekal, berunding dengan pembekal, pesanan, dan lain-lain
- #29 Grafik ini menggambarkan bagaimana EDI digunakan oleh firma-firma dan pembekal mereka untuk mengautomasikan transaksi untuk kedua-dua B2B e-dagang dan penambahan berterusan. EDI masih digunakan secara meluas tetapi ia mempunyai batasan yang digariskan dalam buku ini dan tidak direka untuk menyokong operasi pasaran di mana anda mempunyai beratus-ratus penjual dan pembeli.
- #30 Perniagaan ke perniagaan e-dagang (samb.) Rangkaian industri swasta (pertukaran swasta) Firma besar menggunakan extranet untuk menghubungkan kepada pembekal, pengedar dan lain-lain rakan kongsi perniagaan utama Dimiliki oleh pembeli Permit perkongsian: Reka bentuk produk dan pembangunan pemasaran Penjadualan pengeluaran dan pengurusan inventori Komunikasi tidak berstruktur (grafik dan e-mel)
- #31 Grafik ini menggambarkan satu rangkaian industri swasta, dan bagaimana ia boleh mengandungi pautan ke kedua-dua pembekal dan pengedar. Rangkaian industri swasta dimiliki oleh syarikat yang menggunakan dan mencipta mereka. Mereka adalah "peribadi" dan anda perlu meminta untuk menyertai.
- #32 Perniagaan ke perniagaan e-dagang (samb.) Pasar bersih (e-hab) Pasaran tunggal bagi banyak pembeli dan penjual Industri milik atau milik perantara bebas Jana pendapatan daripada yuran transaksi, perkhidmatan lain Penggunaan harga ditetapkan melalui perundingan, lelong, RFQs, atau harga yang ditetapkan Boleh fokus pada barang-barang secara langsung atau tidak langsung Mungkin pasar menegak atau mendatar
- #33 Grafik ini menggambarkan pasaran yang bersih, dan fungsi-fungsi yang akan disampaikan kepada peserta dalam mengurus urus niaga mereka. Teks ini menyediakan contoh Exostar, satu aeroangkasa dan pertahanan industri yang ditaja pasaran bersih yang memberi tumpuan kepada jangka panjang hubungan pembelian kontrak dan menyediakan rangkaian yang sama dan mengira platform untuk mengurangkan ketidakcekapan rantaian bekalan. Lebih daripada 16,000 rakan dagangan dalam komersial ketenteraan dan sektor, kerajaan menggunakan sumber Exostar ini, e-perolehan, dan alat-alat kerjasama untuk kedua-dua barangan secara langsung dan tidak langsung
- #34 Perniagaan ke perniagaan e-dagang (samb.) bursa Yang dimiliki secara bebas pihak ketiga pasar bersih Menyambung ribuan pembekal dan pembeli untuk membeli tempat Biasanya menyediakan pasaran menegak untuk barangan langsung bagi industri tunggal (makanan, elektronik) Berlipat ganda dalam tahun-tahun awal e-dagang; ramai yang telah gagal Pembidaan kompetitif memandu harga turun dan tidak menawarkan hubungan jangka panjang dengan pembeli atau perkhidmatan untuk menurunkan harga berbaloi
- #35 M-dagang Walaupun m-dagang mewakili sebahagian kecil daripada jumlah urus niaga e-dagang, hasil telah semakin berkembang Perkhidmatan berasaskan lokasi Perbankan dan perkhidmatan kewangan Pengiklanan wayarles dan peruncitan Permainan dan hiburan
- #36 Graf ini menunjukkan pertumbuhan melonjak m-dagang jualan. Pada tahun-tahun awal sebelum 2009, m-dagang di Amerika Syarikat adalah sangat kecil dan tidak berkembang pesat. Telefon bimbit, telefon pintar terutamanya, telah berubah itu. Ada mana-mana pelajar membeli sesuatu menggunakan telefon bimbit mereka atau komputer riba mudah alih? Berapa ramai pelajar menggunakan telefon pintar?
- #37 Memasang satu pasukan dengan kemahiran yang diperlukan untuk membuat keputusan mengenai: teknologi reka bentuk laman Dasar-dasar sosial dan maklumat Perkakasan, perisian, dan infrastruktur telekomunikasi Permintaan Pelanggan perlu memandu teknologi tapak dan reka bentuk
- #38 Keputusan perniagaan yang memacu teknologi - bukan sebaliknya objektif perniagaan Keupayaan laman web ini perlu mempunyai Mis melaksanakan transaksi pembayaran fungsi sistem Keupayaan teknologi untuk mencapai matlamat ini Mis troli membeli-belah atau sistem bayaran lain keperluan maklumat Mis penjelasan kad kredit selamat, beberapa pilihan pembayaran
- #39 Alternatif dalam membina laman web Sepenuhnya dalam rumah tanggungjawab campuran sepenuhnya sumber luar Lokasi bersama Belanjawan laman web Beberapa ribu kepada berjuta-juta / tahun 50% daripada bajet penyelenggaraan sistem dan penciptaan kandungan
- #40 This graphic illustrates two main decisions in site building: where to host the site and who will build the site. Either task can be outsourced or performed in-house.
- #41 Grafik ini menunjukkan saiz relatif pelbagai komponen kos laman web. Sejak tahun 2000, kos perkakasan, perisian, dan telekomunikasi untuk membina dan mengendalikan laman web telah jatuh secara dramatik. Pada masa yang sama, kos bagi penyelenggaraan sistem dan penciptaan kandungan telah meningkat kepada membentuk lebih separuh daripada biasa belanjawan laman web. Menyediakan kandungan dan licin 24/7 operasi kedua-duanya adalah sangat intensif buruh.