电子商务管理视角_CH02电子市场结构、机制、经济和影响

1Chapter2E-Marketplaces:Structures,Mechanisms,Economics,andImpacts电子市场：结构、机制、经济和影响2LearningObjectives1.Definee-marketplacesandlisttheircomponents.2.Listthemajortypesofe-marketplacesanddescribetheirfeatures.3.DescribethevarioustypesofECintermediariesandtheirroles.4.Describeelectroniccatalogs,shoppingcarts,andsearchengines.5.Describethemajortypesofauctionsandlisttheircharacteristics.3LearningObjectives6.Discussthebenefits,limitations,andimpactsofauctions.7.Describebarteringandnegotiatingonline.8.Definem-commerceandexplainitsroleasamarketmechanism.9.Discusscompetitioninthedigitaleconomy.10.Describetheimpactofe-marketplacesonorganizationsandindustries.42.1E-Marketplacese-marketplaceAnonlinemarket,usuallyB2B,inwhichbuyersandsellersexchangegoodsorservices;thethreetypesofe-marketplacesareprivate,public,andconsortia52.1E-Marketplaces62.1E-Marketplaces1marketspaceAmarketplaceinwhichsellersandbuyersexchangegoodsandservicesformoney(orforothergoodsandservices)butdosoelectronically72.1E-MarketplacesCustomersSellersProductsandservicesdigitalproductsGoodsthatcanbetransformedtodigitalformatanddeliveredovertheInternetInfrastructurerFrontendBackendIntermediariesThirdpartiesthatoperatesbetweensellersandbuyersOtherbusinesspartnersSupportservices2E-MarketplaceComponentsandParticipants82.1E-MarketplacesfrontendTheportionofane-seller’sbusinessprocessesthroughwhichcustomersinteract,includingtheseller’sportal,electroniccatalogs,ashoppingcart,asearchengine,andapaymentgatewaybackendTheactivitiesthatsupportonlineorderfulfillment,inventorymanagement,purchasingfromsuppliers,paymentprocessing,packaging,anddelivery92.2TypesofE-Marketplaces:FromStorefrontstoPortals1storefrontAsinglecompany’sWebsitewhereproductsorservicesaresold2e-mall(onlinemall)AnonlineshoppingcenterwheremanyonlinestoresarelocatedVisualizationandvirtualrealtyinshoppingmalls102.2TypesofE-Marketplaces:FromStorefrontstoPortals3TypesofStoresandMallsGeneralstores/mallsSpecializedstores/mallsRegionalversusglobalstoresPure-playonlineorganizationsversusclick-and-mortarstores112.2电子市场类型122.2TypesofE-Marketplaces:FromStorefrontstoPortals4TypesofE-Marketplacesprivatee-marketplacesOnlinemarketsownedbyasinglecompany;maybeeithersell-sideand/orbuy-sidee-marketplacessell-sidee-marketplaceAprivatee-marketplaceinwhichonecompanysellseitherstandardand/orcustomizedproductstoqualifiedcompaniesbuy-sidee-marketplaceAprivatee-marketplaceinwhichonecompanymakespurchasesfrominvitedsuppliers132.2TypesofE-Marketplaces:FromStorefrontstoPortals4TypesofE-Marketplacespublice-marketplacesB2Bmarketplaces,usuallyownedand/ormanagedbyanindependentthirdparty,thatincludemanysellersandmanybuyers;alsoknownasexchanges142.2TypesofE-Marketplaces:FromStorefrontstoPortalsAsinglepointofaccessthroughaWebbrowsertobusinessinformationinsideand/oroutsideanorganizationTypesofPortalsCommercial(public)CorporatePublishingPersonalMobileVoiceKnowledge5informationportal152.2电子市场类型162.3Transactions,Intermediation,andProcessinE-Commerce1Sellers,Buyers,andTransactionsAseller(retailer,wholesaler,ormanufacturer)sellstocustomersThesellerbuysfromsuppliers:eitherrawmaterial(asamanufacturer)orfinishedgoods(asaretailer)172.3电子商务业务、流程与中介182.3Transactions,Intermediation,andProcessinE-Commerce2TheRolesandValueofIntermediariesinE-marketplacesinfomediariesElectronicintermediariesthatprovideand/orcontrolinformationflowincyberspace,oftenaggregatinginformationandsellingittoothers192.3Transactions,Intermediation,andProcessinE-CommerceAbrokerisacompanythatfacilitatestransactionsbetweenbuyersandsellersTypesofbrokersBuy/sellfulfillmentVirtualmallMetamediaryBountySearchagentShoppingfacilitator202.3Transactions,Intermediation,andProcessinE-CommerceIntermediariescanaddressthefollowingfiveimportantlimitationsofdirectinteraction:1.Searchcosts2.Lackofprivacy3.Incompleteinformation4.Contractrisk5.Pricinginefficiencies212.3Transactions,Intermediation,andProcessinE-Commercee-distributorAne-commerceintermediarythatconnectsmanufacturerswithbusinessbuyers(customers)byaggregatingthecatalogsofmanymanufacturersinoneplace—theintermediary’sWebsite222.3Transactions,Intermediation,andProcessinE-Commerce3DisintermediationnreintermediationdisintermediationEliminationofintermediariesbetweensellersandbuyersreintermediationEstablishmentofnewintermediaryrolesfortraditionalintermediariesthathavebeendisintermediated,orfornewcomers232.3电子商务业务、流程与中介242.4ElectronicCatalogsandOtherMarketMechanisms1electroniccatalogsThepresentationofproductinformationinanelectronicform;thebackboneofmoste-sellingsitesThreedimensionsofelectroniccatalogs:1.Thedynamicsoftheinformationpresentation2.Thedegreeofcustomization3.Integrationwithbusinessprocesses252.4电子目录与其他市场机制262.4ElectronicCatalogsandOtherMarketMechanisms2-1searchengineAcomputerprogramthatcanaccessdatabasesofInternetresources,searchforspecificinformationorkeywords,andreporttheresults2-2software(intelligent)agentSoftwarethatcanperformroutinetasksthatrequireintelligence272.4ElectronicCa