电子商务管理视角_CH12Web20环境下社交网络和产业

1Chapter12SocialNetworksandIndustryDisruptorsintheWeb2.0EnvironmentWeb2.0环境下社交网络和产业变革者2LearningObjectives1.UnderstandtheWeb2.0revolution,socialandbusinessnetworksandindustryandmarketdisruptors.2.DescribeGoogleandthesearchengineindustry,theimpactonadvertisement,andtheindustrycompetition.3.Understandtheconcept,structure,typesandissuesofvirtualcommunities.4.UnderstandthesocialandbusinessnetworksanddescribeMySpace,Flicker,Facebook,CyWorld,andotheramazingsites.3LearningObjectives5.Understandtheperson-to-personvideosharinganddescribeYouTubeanditscompetitors.6.Describebusinessnetworks.7.DescribewhythetravelandhospitalityindustryismovingsorapidlytoWeb2.0.8.DescribetheconceptofP2PlandingandthestoryofZOPA,andProsper.4LearningObjectives9.DescribehowtheentertainmentindustryoperatedintheWeb2.0environment.10.DescribesomeoftheenablersoftheWeb2.0revolution:blogging,wikis,mushups,etc.11.UnderstandthefinancialviabilitythataccompaniesdigitalWeb2.0implementation.12.DescribetheanticipatedfutureofECandtheWeb3.0concept.51TheWeb2.0Revolution,SocialNetworks,Innovations,andIndustryDisruptors1Web2.0ThepopulartermforadvancedInternettechnologyandapplicationsincludingblogs,wikis,RSS,andsocialbookmarking.Web2.0offersgreatercollaborationamongInternetusersandotherusers,contentproviders,andenterprisesthanWeb1.02FoundationofWeb2.0TheWebasademocratic,personal,anddo-it-yourselfmediumofcommunications61TheWeb2.0Revolution,SocialNetworks,Innovations,andIndustryDisruptors3RepresentativeCharacteristicsofWeb2.0TheabilitytotapintothecollectiveintelligenceofusersMakingdataavailableinnewornever-intendedwaysThepresenceoflightweightprogrammingtechniquesandtoolsthatletnearlyanyoneactasadeveloperThevirtualeliminationofsoftware-upgradecyclesbymakingeverythingaperpetualbetaorworkinprogress,andbyallowingrapidprototypingusingtheWebasaplatform71TheWeb2.0Revolution,SocialNetworks,Innovations,andIndustryDisruptorsUsersownthedataonthesiteandexercisecontroloverthatdataAnarchitectureofparticipationanddigitaldemocracythatencouragesuserstoaddvaluetotheapplicationastheyuseitThecreationofnewbusinessmodelsArichinteractive,user-friendlyinterfacebasedonAjaxorsimilarframeworks81TheWeb2.0Revolution,SocialNetworks,Innovations,andIndustryDisruptors4socialmediaTheonlineplatformsandtoolsthatpeopleusetoshareopinions,experiences,includingphotos,videos,music,insightsandperceptionswitheachother91TheWeb2.0Revolution,SocialNetworks,Innovations,andIndustryDisruptors5Groundrulesofsocialmedia:1.Communicationintheformofconversation,notmonologue2.Participantsinsocialmediaarepeople,notorganizations3.Honestyandtransparencyarecorevalues4.It’sallaboutpull,notpush5.Distributioninsteadofcentralization10TheWeb2.0Revolution,SocialNetworks,Innovations,andIndustryDisruptors111TheWeb2.0Revolution,SocialNetworks,Innovations,andIndustryDisruptors6IndustryandMarketDisruptorsdisruptorsCompaniesthatintroduceasignificantchangeintheirindustriesthuscausedisruptioninthewaybusinessisdone121TheWeb2.0Revolution,SocialNetworks,Innovations,andIndustryDisruptors6IndustryandMarketDisruptorsChecklistofquestionstohelpidentifydisruptors1.Istheserviceorproductsimpler,cheaper,ormoreaccessible?2.Doesthedisruptorchangethebasisofcompetitionwiththecurrentsuppliers?3.Doesthedisruptorhaveadifferentbusinessmodel?4.Doestheproductorservicefitwithwhatcustomersvalueandpayfor?131TheWeb2.0Revolution,SocialNetworks,Innovations,andIndustryDisruptorsThetopfourkillersofwould-be-disruptors:1.Isthedisruptortryingtobebeatthemainstreamsupplierathisowngame?2.Isthedisruptorchoosinggrowthaheadofprofits?3.Doesthedisruptorneedtochangeconsumerbehaviororto‘educate’thecustomer?4.Isthedisruptorsaddledwitholdbusinessprocessesoranoutdatedbusinessmodel?141TheWeb2.0Revolution,SocialNetworks,Innovations,andIndustryDisruptors1）ThepotentialfordisruptionandopportunityThebestfuturecompaniesarelikelythosethatwillcreateinnovativenewwaystofacilitatecollaborationbythehundredsofmillionsofuswhocanbereachedandembracedbyeffectivearchitecturesofparticipationThebigwinnerswillenableusandencourageustotakecontrol,contribute,shape,anddirectthedesignsoftheproductsandservicesthatweinturnconsume151TheWeb2.0Revolution,SocialNetworks,Innovations,andIndustryDisruptors162GoogleandCompany:AdvertisementandSearchEnginessearchengineAdocumentretrievalsystemdesignedtohelpfindinformationstoredonacomputersystem,suchasontheweb,insideacorporateinproprietaryfiles,orinapersonalcomputer.Searchcanbeconductedfromsomecellphonesaswell1HowDoSearchEnginesWork?Searchenginesperformthreebasictasks:1.Theykeepanindexofwordstheyfind,andwheretheyfindthem2.Theyallowuserstolookforwordsorcombinationsofwordsfoundinthatindex3.TheysearchtheInternetbasedonkeywords172GoogleandCompany:AdvertisementandSearchEngines2SearchWars:GoogleversusYahooandOthersTheWebsearchworldchangedin1998whenGoogleintroducedlinkpopularity—countingthenumberoflinksandimportanceofthoselinks—initssearchalgorithmYahoo!SearchisanInternetportalAmazon’sa9.comisasearchenginewithmemoryMicrosoft’sMSNSearch182GoogleandCo