Thương mại điện tử - Chapter 9: Electronic commerce systems

Electronic Commerce SystemsChapter9Identify the major categories and trends of e-commerce applications.Identify the essential processes of an e-commerce system, and give examples of how they are implemented in e-commerce applications.Learning ObjectivesLearning ObjectivesIdentify and give examples of several key factors and Web store requirements needed to succeed in e-commerce.Identify and explain the business value of several types of e-commerce marketplaces.Discuss the benefits and trade-offs of several e-commerce clicks and bricks alternatives.What is Electronic Commerce?Electronic commerce encompasses the entire online process of developing, marketing, selling, delivering, servicing, and paying for products and services transacted on internetworked, global marketplaces of customers, with the support of a worldwide network of business partners.Case #1: Success in an Online MarketplaceEvolution of eBay:Consumer auction market for small segment of population to sell collectibles30 million users listing 12 million items daily with own laws, feedback system, enforcement, payment processing unitCase #1: Success in an Online MarketplaceReasons for Success:Voice of the Customer programCustomer take initiative to expand eBay economyIndustrial products marketplacee-Bay motorsWholesale businessCase #1: Success in an Online MarketplaceWhy has eBay become such a successful and diverse online marketplace? Visit the eBay website to help you answer, and check out their many trading categories, specialty sites, international sites, and other features.Case #1: Success in an Online MarketplaceWhy do you think eBay has become the largest online/off-line seller of used cars, and the largest online seller of certain other products, like computers and photographic equipment?Case #1: Success in an Online MarketplaceIs eBay’s move from a pure consumer-to-consumer auction marketplace to inviting large and small businesses to sell to consumers and other businesses, sometimes at fixed prices, a good long-term strategy? Why or why not?What are the benefits and limitations of being an eBay Power Seller or Trading Assistant?Scope of e-Commercee-Commerce TechnologiesCategories of e-CommerceBusiness-to-Consumer (B2C) – businesses develop attractive electronic marketplaces to sell products and services to consumersBusiness-to-Business (B2B) – involves both electronic business marketplaces and direct market links between businessesConsumer-to-Consumer (C2C) – includes auction websites and electronic personal advertisingCategories of e-CommerceEssential e-Commerce ProcessesAccess Control and SecurityDefinition:E-commerce processes must establish mutual trust and secure access between the parties in an e-commerce transaction by authenticating users, authorizing access, and enforcing security featuresProfiling and PersonalizingDefinition:Processes that gather data on you and your website behavior and choices, and build electronic profiles of your characteristics and preferences. These profiles are then used to recognize you as an individual user and provide you with a personalized view of the contents of the site, as well as product recommendations and personalized Web advertisingSearch ManagementDefinition:Efficient and effective search processes provide a top e-commerce website capability that helps customers find the specific product or service they want to evaluate or buyContent and Catalog ManagementContent Management – software that helps e-commerce companies develop, generate, deliver, update, and archive text data and multimedia information at e-commerce websitesCatalog Management – software that helps generate and manage catalog contentWorkflow ManagementDefinition:Software that helps employees electronically collaborate to accomplish structured work tasks within knowledge-based business processesEvent NotificationDefinition:Software that notifies customers, suppliers, employees, and other stakeholders of their status in a transaction based on events initiated by one of the partiesCollaboration and TradingDefinition:Processes that support the vital collaboration arrangements and trading services needed by customers, suppliers, and other stakeholdersElectronic Payment ProcessesWeb Payment – credit card payment processesElectronic Funds Transfer (EFT) – use IT to capture and process money and credit transfers between banks and businesses and their customersSecure Electronic Payments – security measures including encrypting data passing between customer and merchant, encrypting data passing between customer and company authorizing the credit card transaction, and taking sensitive information off-lineCase #2: Lean ManufacturingLean manufacturing is a methodology that seeks to eliminate all waste from the manufacturing process.The goal is to create a production environment driven by demand that holds only a small amount of inventory and products at any given timeCase #2: Lean ManufacturingModern Practices Employed:Just-in-time processes ensure that goods arrive when needed for productionKaizen calls on everyone to look for ways to improve quality, cycle times, safety and other aspects of an operationKanban establishes a pull instead of a push system of moving goods through the factoryCase #2: Lean ManufacturingWhat are the major business advantages of lean manufacturing? Provide some specific examples.Does a company’s size have an effect on the advantage gained from lean manufacturing and integrations of the various procurement systems?Case #2: Lean ManufacturingShould all manufacturing businesses begin a process of integration toward a lean-manufacturing posture? Explain.What are some of the business and IT challenges faced by companies striving for lean manufacturing by integrating their procurement, customer, and supplier systems? What types of solutions might you propose to overcome these challenges?e-Commerce TrendsBusiness-to-Consumer e-Commercee-Commerce Success FactorsSelection and Value – attractive product selections, competitive prices, satisfaction guarantees, and customer support after the salePerformance and Service – fast, easy navigation, shopping, and purchasing, and prompt shipping and deliverye-Commerce Success FactorsLook and Feel – attractive web storefront, website shipping areas, multimedia product catalog pages, and shopping featuresAdvertising and Incentives – targeted web page advertising and e-mail promotions, discounts and special offers, including advertising at affiliate sitese-Commerce Success FactorsPersonal Attention – personal web pages, personalized product recommendations, Web advertising and e-mail notices, and interactive support for all customersCommunity Relationships – virtual communities of customers, suppliers, company representatives, and others via newsgroups, chat rooms, and links to related sitese-Commerce Success FactorsSecurity and Reliability – security of customer information and website transactions, trustworthy product information, and reliable order fulfillmentWeb Store RequirementsDeveloping a Web StoreBuild website using simple website design toolsMarket website to attract visitors and transform them into loyal Web customersServing CustomersServe customers by creating user profiles, customer files, personal Web pages and promotions that help develop a one-to-one relationshipTransact with customers by providing dynamically changing catalog, fast catalog search engine, and convenient shopping cart system integrated with promotions, payment, shipping, and account informationSupport customers with help menus, tutorials, FAQs and e-mail correspondence with customer service representativesManaging a Web StoreManage both the business and the websiteOperate twenty-four hours a day, seven days a weekProtect Web store transactions and customer records, and repel hacker attacks and other security threatsBusiness-to-Business e-CommerceB2B e-commerce is the wholesale and supply side of the commercial process, where businesses buy, sell, or trade with other businesses.All factors for building a successful retail website also apply to wholesale websites for B2B e-commerce.e-Commerce MarketplacesOne to Many – sell-side marketplaces host one major supplier who dictates product catalog offerings and pricesMany to One – buy-side marketplaces attract many suppliers that flock to these exchanges to bid on the business of a major buyerSome to Many – distribution marketplaces unite major suppliers who combine their product catalogs to attract a larger audience of buyerse-Commerce MarketplacesMany to Some – procurement marketplaces unite major buyers who combine their purchasing catalogs to attract more suppliers and thus more competition and lower pricesMany to Many – auction marketplaces used by many buyers and sellers that can create a variety of buyers’ or sellers’ auctions to dynamically optimize pricese-Commerce PortalsDefinition:Websites developed and hosted by third-party market-maker companies who serve as infomediaries that bring buyers and sellers together in catalog, exchange, and auction markets.B2B e-Commerce Web PortalInfomediariesDefinition:Companies that serve as intermediaries in e-business and e-commerce transactionsProvide e-commerce marketplace software products and services to power business Web portals for e-commerce transactionsClicks and Bricks in e-CommerceE-Commerce ChannelDefinition:The marketing or sales channel created by a company to conduct and manage its chosen e-commerce activitiesChecklist for Channel DevelopmentWhat audiences are we attempting to reach?What action do we want those audiences to take?Who owns the e-commerce channel within the organization?Is the e-commerce channel planned alongside other channels?Checklist for Channel DevelopmentDo we have a process for generating, approving, releasing, and withdrawing content?Will our brands translate to the new channel or will they require modification?How will we market the channel itself?Case #3: Clicks and Bricks e-CommerceBenefits of E-Trade’s Diversification:Allowed E-Trade to offer customers risk-free alternatives Online banking’s overhead is low so E-Trade can offer higher savings yields and lower loan ratesCase #3: Clicks and Bricks e-CommerceCross Selling on the Web:The longer a customer has been online, the more of our products he is likely to have.Regular Web users are exposed to all products when they log on.Customers access new services through the same familiar interfaceCase #3: Clicks and Bricks e-CommerceWhat lessons in business strategy can be applied to development of the e-commerce channels of other companies from the experience of E-Trade?What is the business value of the C.E.O. online wholesale banking portal to Wells Fargo?What can other companies learn from the successes and mistakes of the Wells Fargo e-commerce system?Case #4: WWW not Business as UsualMicrosoft is building community features for Microsoft.com including interactive Webcasts, newsgroups, and online chat forums that can better explain its software and even influence product design.Microsoft is also adding interactive features to help it tailor upcoming products based on input from influential customers.Case #4: WWW not Business as UsualDell has launched a redesign of its e-commerce site intended to make it easier for customers to navigate complex custom orders and for Dell to deliver fine-tuned promos anywhere on the site based on the products a customer bought or looked at in the past.Dell will attempt a worldwide consolidation of the back-end data center and applications that power Dell’s site in 80-plus countries.Case #4: WWW not Business as UsualWhat is the primary driver behind the Web upgrade activities of Microsoft and Dell?What is the business value of Microsoft’s web-based, live feedback program?What lessons on developing successful e-commerce projects can be gained from the information in this case?SummaryElectronic commerce encompasses the entire online process of developing, marketing, selling, delivering, servicing, and paying for products and services.The basic categories of e-commerce include B2C, B2B and C2C.SummaryMany e-business enterprises are moving toward offering full service B2C and B2B e-commerce portals supported by integrated customer-focused processes and internetworked supply chains.Companies must evaluate a variety of e-commerce integration or separation alternatives and benefit trade-offs when choosing a clicks and bricks strategy and e-commerce channel.SummaryBusinesses typically sell products and services to consumers at e-commerce websites that provide attractive Web pages, multimedia catalogs, interactive order processing, secure electronic payment systems, and online customer support.SummaryBusiness-to-business applications of e-commerce involve electronic catalog, exchange, and auction marketplaces that use Internet, intranet, and extranet websites and portals to unite buyers and sellers.End of ChapterChapter9