课程综述
周菁
计算机学院
中国传媒大学
Email: zhoujing@cuc.edu.cn

课程目的

本课程旨在介绍电子商务的定义、分类、发展历
史、主要的技术基础体系以及开展电子商务所需
要采取的业务策略，帮助学生建立起电子商务知
识结构，掌握电子商务的具体技能。

课程结构

教材
Gary P. Schneider ．电子商务（英文精编版 •
第 9 版）．北京：机械工业出版社， 2011.1
．

参考资料
加里 P. 施耐德著；成栋译．电子商务（原书
第 7 版）．北京：机械工业出版社， 2010.1
．

课程结构

授课时间、地点
2010-2011 学年第 2 学期 1-12 周，周四下午 5-7 节课，
3 号楼 8 层 3819



考试方法
平时成绩及出勤：占 40%
期末考试（开卷笔试）：占 60%

课程结构

教学内容组织

第一部分：导论（第 1-2 章），定义电子商务，指出企业如
何使用电子商务技术来创造新的产品和服务，减少现有业务
流程的成本，并提高其运作的有效性。同时介绍了电子商务
的技术基础。

第二部分：业务策略（第 3 、 4 、 5 、 6 章），介绍了企业和其
他机构从事在线商务活动所采取的业务策略。

第三部分：技术（第 7 、 8 、 9 章），主要介绍电子商务的技
术和工作原理。

第四部分：集成（第 10 章），讲述企业在实施电子商务时对
业务和技术进行集成。

Chapter 1: The Second Wave of Global
E-Business
Dr. Jing Zhou
Dr. Jing Zhou - School of Computer Science, Communication University of China, Beijing; email zhoujing@cuc.edu.cn
; © 2011

 What electronic commerce is and how it has evolved into a second wave of growth
 Why companies concentrate on revenue models
( 赢利模式 ) and the analysis of business processes
( 业务流程 ) instead of business models ( 商业模式 ) when they undertake electronic commerce initiatives ( 开始 )
 How economic forces have created a business environment that is fostering ( 养育 ) a rebirth of electronic commerce

’
 How businesses use value chains ( 价值链 ) and
SWOT analysis to identify electronic commerce opportunities
 The international nature of electronic commerce and the challenges that arise in engaging in electronic commerce on a global scale

activity 业务活动 business model 商业模式 business process 业务流程 business unit 业务单位 business-to-business (B2B) 企业间 business-to-consumer (B2C) 企业与消费者间 business-to-government (B2G) 企业与政府间 consumer-to-consumer (C2C) 消费者间 commodity item 商品 company 公司 culture 文化 e-procurement 电子采购

’
electronic business 电子商务 electronic data interchange (EDI) 电子数据交换 electronic fund transfer (EFT) 电子资金转帐 firm 企业 flat rate access 固定费率访问 hierarchical business organization 等级制企业组织 industry 行业 industry value chain 行业价值链 law of diminishing return localization 本地化
边际效益递减

’
machine translation 机器翻译 market 市场 merchandising 零售推销 network economic structure network effect 网络效应 primary activity 基本活动 procurement 采购 revenue model 盈利模式 shipping profile 运输规格 strategic alliance 战略联盟
网络经济结构

’
strategic business unit 战略业务单位 strategic partner 战略伙伴 strategic partnership 战略伙伴关系 supply management 供应管理 supporting activity 辅助活动
SWOT analysis telecommuting
SWOT 分析
远程办公 telework 远程工作 trading partner 贸易伙伴 transaction 交易

’
transaction cost value-added network value chain value system vertical integration virtual community virtual company
交易成本
增值网
价值链
价值系统
垂直一体化
虚拟社区
虚拟企业

 Electronic commerce (e-commerce)
 Shopping on the Web
 Businesses trading with ( 进行交易 ) other businesses and internal processes ( 内部流程 )
 Electronic business (e-business)
 Term used interchangeably with e-commerce
 The transformation of key business processes through the use of Internet technologies (IBM)

 Definition of e-commerce ( used in this course )
 Is used in its broadest sense
 Includes all business activities ( 商务活动 ) that use
Internet technologies

 Three general e-commerce categories



Business-to-consumer
Business-to-business (aka e-procurement, 电子采购 )
Transactions and business processes
 Supply management ( 供应管理 ) or procurement
( 采购 )
 Departments devoted to negotiating purchase transactions with suppliers ( 供应商 )

FIGURE 1-1 Elements of electronic commerce
17

 Activity ( 业务活动 )
 A task performed by a worker in the course of doing his/her job
 Transaction ( 交易 )
 An exchange of value, such as a purchase, a sale, or the conversion of raw materials into a finished product
 Business processes ( 业务流程 )
 The group of logical, related, and sequential activities and transactions in which businesses engage

FIGURE 1-2 Electronic commerce categories 19

 Electronic funds transfers (EFTs, 电子资金转帐 )
 Used by banking industry for more than 30 yrs
 Also called wire transfers ( 电汇 )
 Electronic transmissions of account exchange information over private communications networks
 Electronic data interchange (EDI, 电子数据交换 )
 Businesses have been engaging in EDI for many yrs
 Transmitting computer-readable data in a standard format to another business

 Trading partners ( 贸易伙伴 )
 Businesses that engage in EDI with each other
 Value-added network (VAN, 增值网 )
 Independent firm
 Offers connection and transaction-forwarding services to buyers and sellers engaged in EDI

FIGURE 1-3 Actual and estimated online sales in B2C and B2B categories
22

 The 1 st wave was from the mid 1990s to 2000
 Dot-com boom (over
$100 billion in investment): Rapid growth from mid-1990s to
2000
 Dot-com bust: in 2000
 Gloom years: 2000 – 2003
(over $200 billion in investment)

第二次浪潮
 First and second wave characteristics



Regional scope
 First wave: United States phenomenon
 Second wave: international
Start-up capital
 First wave: easy to obtain
 Second wave: companies using internal funds
Internet technologies used
 First wave: slow and inexpensive (especially B2C)
 Second wave: broadband connections




Internet technology integration
 First wave: bar codes, scanners
 Second wave: Radio Frequency Identification (RFID) devices, smart cards, biometric technologies
Electronic mail (e-mail) use
 First wave: unstructured communication
 Second wave: integral part of marketing, customer contact strategies
Revenue source


First wave: online advertising (failed)
Second wave: Internet advertising (more successful)

 Digital product sales
 First wave: fraught with difficulties (music industry)
 Second wave: fulfilling available technology promise
 Mobile telephone based commerce (mobile commerce or m-commerce)
 Smart phone technology enabling mobile commerce
 Web 2.0
: making new Web business possible
 Business online strategy
 First wave: first-mover advantage ( 先发优势 )
 Second wave: businesses not relying on first-mover advantage

 Business model ( 商业模式 )
 A set of processes that combine to yield a profit
 Revenue model ( 盈利模式 )
 Used to
 Identify customers
 Market to those customers
 Generate sales to those customers

 In addition to the revenue model, companies think of the rest of their operations as specific business processes including
 Purchasing raw materials or goods for resale
 Converting materials and labor into finished goods
 Managing transportation and logistics ( 物流 )
 And many other activities
 This course will help you learn how to identify the specific business processes that firms can accomplish more effectively by using e-commerce technologies

零售推销
 Merchandising
 Combination of store design ( 店面设计 ), layout ( 布
局 ), and product display ( 产品陈列 ) knowledge
 Skills of merchandising and personal selling can be difficult to practice ( 实行 ) remotely

 Commodity item ( 商品 )
 Hard to distinguish from the same products or services provided by other sellers
 Features have become standardized and well known
 Shipping profile ( 运输规格 )
 Collection of attributes that affect how easily a product can be packaged ( 包装 ) and delivered ( 交付 )
 High value-to-weight ratio ( 价值 / 重量比 ): Can make overall shipping cost a small fraction ( 小部分 ) of selling price
How about jewelry?

 E-Commerce
 Sale/purchase of books & CDs, travel services, investments and insurance products
 Sale/purchase of goods that have strong band reputations
 Online delivery of software
 Online shipment tracking ( 运货跟踪 )

’
 E-Commerce & Traditional
 Sale/purchase of automobiles, residential real estate ( 房地产 ) (e.g. do research online then buy from a dealer ( 经销商 ) or real estate agent), and high value jewelry and antiques (personal inspection required; prefer to touch, smell or examine closely)
 Online banking ( 在线银行 )
 Roommate-matching ( 室友匹配 ) service

’
 Traditional
 Sale/purchase of impulse items ( 一时冲动购买的商品 ) for immediate use
 Small denomination ( 小额货币 ) purchases and sales (since there is not yet a standard for transferring small amounts of money on the Web)
 Sale/purchase of used, unbranded goods

 Increases sales ( 销售 ), decreases cost ( 费用 )
 Virtual community : gathering of people online
 Using Web 2.0 technologies
 Provides sales opportunities for sellers
(businesses can identify new suppliers and partners) and purchasing opportunities for buyers
 Increases speed and accuracy for exchanged information, thus reducing cost

 Business can be transacted 24hrs a day
 The level of detail of purchase information is selected by user
 Digital products can be delivered instantly
 Tax refunds ( 退税 ), public retirement ( 退休金 ) and welfare support ( 社会福利金 ) costs less when distributed over the Internet
 Allows products and services to be available in remote areas, e.g. remote learning

 Inability to sell some products (e.g. high cost jewelry and perishable ( 易腐烂的 ) foods)
 Many products require a large number of people to purchase to be viable ( 可行的 )
 High capital investment ( 资本投资 )
 Difficulty in integrating ( 集成 ) current databases and transaction processing systems into e-commerce solutions

 Cultural and legal obstacles ( 障碍 )
 Transmission of credit card details
 Some consumers resistant to change
 Laws are unclear
 Shipping profile: Products with a low value-to-weight ratio that can not be efficiently packed and shipped are unsuitable (use traditional commerce)

力量
 Economics
 Study of how people allocate scarce ( 稀少的 ) resources
 Two conditions of a market
 Potential sellers of a good come into contact with potential buyers
 A medium of exchange is available

Firms participate in markets to purchase raw materials and sell finish products.
Chief Operating Officer
首席运营官
Executive1 Executive2
WorkerA WorkerB WorkerE WorkerF
Executive3
ManagerA ManagerB ManagerE ManagerF ManagerJ ManagerK
WorkerJ WorkerK
主管
经理
工人

交易成本
 The total costs that a buyer and seller incur as they gather information and negotiate a purchase/sale transaction
 Cost of information search and acquisition
 Investment of seller in equipment or in the hiring of skilled employees to supply product or service to buyer

 Transaction costs incurred by a sweater dealer when purchasing from independent sweater knitters ( 编织工 ):
 Cost of identifying independent knitters
 Cost of site visit ( 现场访问 ) to negotiate purchase price, arrange delivery and inspection of sweaters
 Costs incurred by knitters:
 Knitting tools and yarn ( 毛线 ) purchase

FIGURE 1-6 Market form of economic organization
42

’
 When transaction costs were high, businesspeople would form organizations to replace market-negotiated transactions.
 Vertical integration ( 垂直一体化 )
 Existing firms replace one or more of its supplier markets with its own hierarchical structure for creating the supplied product

FIGURE 1-7 Hierarchical form of economic organization
44

 Businesses and individuals can use electronic commerce to reduce transaction costs by
 Improving flow of information ( 信息流 )
 Increasing coordination of actions ( 行为的协调 )
 Businesses can use e-commerce to reduce transaction costs by
 supporting telecommuting ( 远程工作 ) rather than physical commuting ( 通勤 ) to allow global employment opportunities

 Network economic structure ( 网络经济结构 )
 Companies coordinate their strategies ( 战略 ), resources, and skill sets by forming long-term ( 长
期的 ), stable ( 稳定的 ) relationship based on shared purposes
 Strategic alliances (strategic partnerships 战略
联盟或战略伙伴关系 )
 Relationships created within the network economic structure

 Virtual companies ( 虚拟企业 )
 Strategic alliances that occur between or among companies operating on the Internet
 Strategic partners
 Come together as a team for a specific project or activity
 E-commerce can make network organizations relying extensively on information sharing, much easier to construct and maintain

FIGURE 1-8 Network form of economic organization
48

 Law of diminishing returns ( 边际效益递减 )
 Most activities yield less value as the amount of consumption increases
 Network effect ( 网络效应 )
 As more people or organizations participate in a network
 Value of network to each participant increases
 Using e-commerce to create network effects

价值链
 Strategic business unit (or business unit 战略业
务单位或业务单位 )
 One particular combination of product, distribution channel ( 分销渠道 ), and customer type
 Firm ( 公司 )
 Multiple business units owned by a common set of shareholders ( 股东 )
 Industry ( 行业 )
 Multiple firms that sell similar products to similar customers

 Value chain ( 价值链 ) --- by Michael Porter in1985
 A way of organizing the activities that each strategic business unit undertakes
 Primary activities ( 基本活动 )
 Design, produce, promote, market, deliver, and support the products or services it sells
 Supporting activities ( 辅助活动 )
 Finance and administration, human resource management, and technology development

FIGURE 1-9 Value chain for a strategic business unit
52

行业价值链
 Value system ( 价值系统 )
 Larger stream of activities ( 业务活动流 ) into which a particular business unit’s value chain is embedded
 Also referred to as industry value chain
 Managers can identify new opportunities for cost reduction, product improvement, or channel reconfiguration ( 渠道重组 ) by knowing how other business units in the industry value chain conduct activities

FIGURE 1-9 Value chain for a strategic business unit
54

 SWOT analysis
 Analyst first looks into the business unit to identify its strengths ( 优势 ) and weaknesses ( 劣势 )
 Analyst then reviews operating environment and identifies opportunities ( 机遇 ) and threats ( 威胁 )

 Trust Issues ( 信任问题 )
 Companies with established reputations ( 知名的公
司 )
 Often create trust by ensuring that customers know who they are
 Can rely on their established brand names to create trust on the Web

Customers’ inherent lack of trust in “strangers” on the Web
 Logical and to be expected

 To do business effectively in other cultures
 Must adapt to culture (think globally, act locally)
 Researchers have found that
 Customers are more likely to buy products and services from Web sites in their own language
 Localization ( 本地化 )
 Translation that considers multiple elements of local environment

 Important element of business trust
 Anticipate how the other party to a transaction will act in specific circumstances
 Culture
 Combination of language ( 语言 ) and customs ( 习惯 )
 Varies across national boundaries
 Varies across regions within nations

 Example:
 General Motors Chevrolet Nova automobile amused people in Latin America since no va means “ it will not go ”
 Choice of icons on Web pages becomes problematic on international Web sites:


In the US a shopping cart is useful, in the UK a shopping basket is more appropriate, Australians call shopping carts, shopping trolleys
In many places other than Brazil the thumbs up gesture means okay, in Brazil it is an obscene gesture

 Internet infrastructure includes
 Computers and software connected to Internet
 Communications networks over which message packets travel
 Organization for Economic Cooperation and Development’s (OECD
经合组织 ) issued
Statements on Information and
Communications Policy
 Deal with telecommunications infrastructure development issues

 Flat-rate access ( 固定费率访问 ) system
 Consumer or business pays one monthly fee for unlimited telephone line usage
 Contributed to rapid rise of U.S. electronic commerce
 Targets for technological solutions
 Paperwork ( 单证 ) and often convoluted processes
( 流转 ) that accompany international transactions

FIGURE 1-14 Parties involved in a typical international trade transaction 65

 Commerce
 Negotiated exchange of goods or services
 Electronic commerce
 Application of Internet technologies to conduct business more effectively
 First wave of electronic commerce
 Ended in 2000
 Second wave of electronic commerce
 New approaches to integrating Internet technologies into business processes

 Using electronic commerce, businesses have
 Created new products and services
 Improved promotion, marketing, and delivery of existing offerings
 Global nature of electronic commerce
 Leads to many opportunities and few challenges
 To conduct electronic commerce across international borders
 You must understand the trust, cultural, language and legal issues




A commodity item is a product or service that is hard to distinguish from the same products or services provided by other sellers (e.g. gasoline, office suppliers, soap and computers).
A transaction is an exchange of value, such as a purchase or sale, or the conversion of raw materials into finished products (a transaction has one or more associated activity).
A business process is the set of logically related and sequential activities and transactions in which businesses engage.

’
 Merchandising is a combination of store design, layout and product display knowledge
 A shipping profile is the collection of attributes that affect how easily that product can be packaged and delivered (e.g. airline tickets have a high value-to-weight ratio)

’
 The definition of a market satisfies two conditions:


Potential seller of a good (product) comes into contact with buyers
A medium of exchange is available (e.g. currency or barter (to exchange goods or services directly without the use of money) 物物交换 )

’
 Transaction costs are the total costs that a buyer and seller incur as they gather information and negotiate a purchase/sale transaction. This includes:



Brokerage fees ( 回扣 ) and sales commissions ( 佣
金 )
Cost of information search and acquisition
Seller ’ s investment in equipment or hiring of skilled employees