Contenu connexe Similaire à ECOMMERCE (20) 2. Introduction
•Late1990s:fewcompaniesdoingbuyingor selling
online
–Amazon,EBay establishingfootholds
•1998:Google searchengine established
–Providedmorerelevantsearch resultsthanexisting
search engineWebsites
–Sellsadvertisingbasedon akeywordbiddingmodel
–One of most successfulonlinecompaniestoday
© Cengage Learning 2015 2
3. 1 TheEvolutionofElectronic Commerce
© Cengage Learning 2015 3
•Electroniccommercehistory
–Rapidgrowthfrom mid-1990sto2000
–“Dot-com boom”()followedby “dot-combust” ( )
–2000to 2003:overlygloomy() news reports
–2003:signsof newlife
•Salesandprofitgrowthreturn
•Electroniccommercegrowingata rapid pace
•Electroniccommercebecomespartof general economy 4. TheEvolutionofElectronicCommerce
© Cengage Learning 2015 4
•Electroniccommercehistory(cont’d.)
–2008generalrecession()
•Electroniccommercehurt less thanmostof economy
–From 2003to thepresent
•Electroniccommerceexpandedmorein goodtimes andcontractedlessin badtimes 5. ElectronicCommerce() and ElectronicBusiness ()
© Cengage Learning 2015 5
•Electroniccommerce
–ShoppingontheWeb
–Businessestradingwithotherbusinesses
–Internalcompanyprocesses
•Broaderterm:electronicbusiness(e-business)
–IncludesallbusinessactivitiesusingInternet technologies
•InternetandWorldWideWeb(Web)
•Wirelesstransmissionson mobiletelephone networks
•Dot-com(pure dot-com)
–Businessesoperatingonlyonline 6. CategoriesofElectronicCommerce
Thethreecategoriesthatare mostcommonlyusedare:
•Business-to-consumer()(B2C):
ConsumershoppingontheWeb
•Business-to-business()(B2B):e- procurement
–Transactionsconductedbetweenbusinessesonthe
Web
–Supplymanagement()orprocurement( ) departments
•Negotiate purchasetransactions withsuppliers
•Businessprocesses
–Use of Internettechnologieswithinthe businessthat
supportsellingandpurchasingactivities
25 7. CategoriesofElectronicCommerce (cont’d.)
© Cengage Learning 2015 7
•Businessactivity():researchershavebeen
studyingthewayspeoplebehave
–Task performedby a workerinthe course of doinghis or her job
–Improvejob performance andproductivity
–May or maynotbe relatedto atransaction
•Transaction()
–Exchangeof value
–Purchase,sale,orconversionofraw materials into
finishedproduct
–Involvesatleastonebusinessactivity 8. CategoriesofElectronicCommerce (cont’d.)
© Cengage Learning 2015 8
•Businessprocesses()
–Groupoflogical,related,sequentialactivitiesand
transactions
–E.g.Transferringfunds,placingorders,sending invoices,andshippinggoodstocustomers
•Webhelping peopleworkmoreeffectively
–Telecommuting() or telework()
–Workathome or fromotherlocations 9. RelativeSizeofElectronicCommerce Elements
© Cengage Learning 2015 9
•RoughapproximationshowninFigure1-1
•Dollarvolumeand numberoftransactions
–B2B much greater thanB2C
•Numberoftransactions
–SupportingbusinessprocessesgreaterthanB2Cand
B2B combined 11. RelativeSize ofElectronicCommerce Elements(cont’d.)
© Cengage Learning 2015
30
•Consumer-to-consumer()(C2C)
–Individualsbuyingandsellingamongthemselves
•Webauction site
–C2CsalesincludedinB2Ccategory
•Seller actsasa business (fortransaction purposes)
•Business-to-government()(B2G)
–Businesstransactions withgovernment agencies
•Payingtaxes,filingrequiredreports 14. 2 TheDevelopmentand Growthof ElectronicCommerce
•Peopleengaging in commerce:
–Adoptavailabletools andtechnologies
•Internet
–Changedway peoplebuy,sell,hire,andorganize businessactivities
•ElectronicFundsTransfers()(EFTs)
–AlsocalledWire transfers()
–Electronictransmissionsofaccountexchange
information
•Usesprivatecommunicationsnetworks
•E.g.,transfermoneybetweenbusinesses,payrolldeposit,paymentof mortgageloans
33 15. TheDevelopmentand Growthof ElectronicCommerce(cont’d.)
© Cengage Learning 2015 15
•ElectronicDataInterchange()(EDI)
–Business-to-businesstransmissionofcomputer-
readabledata instandard format
–Standardtransmittingformatsbenefits
•Reduceserrors
•Avoidsprintingandmailingcosts
•Eliminatesneedto re-enterdata
•Tradingpartners()
–BusinessesengaginginEDI witheachother 16. TheDevelopmentand Growthof ElectronicCommerce(cont’d.)
© Cengage Learning 2015 16
•ProblemfacedbyEDIpioneers()
–Highimplementationcost
•Expensivecomputerhardwareandsoftware
•Establishing directnetworkconnectionstotrading partnersorsubscribing to value-addednetwork(VAN)
•Value-addednetwork()(VAN)
–IndependentfirmofferingEDIconnectionand transaction-forwardingservices( )
•EDIcontinuestobea large portionofB2Belectronic
commerce 17. The FirstWaveofElectronic Commerce,1995-2003
Thefirstwave of electroniccommercewascharacterized byits rapid growth,oftencalleda “boom,”which wasfollowed bya rapid contraction, oftencalled a“bust.”
•1997to 2000
–Morethan 12,000Internetbusinessesbegun
–Morethan5,000of theseInternetstart-upfirmswent outof
business orwereacquiredinthedownturnthat beganin2000.
•2000to 2003
–$200 billion invested;investorsfearedofmissingthe
moneymakingopportunity
–Fueled online business activitygrowthrebirth
•2008to 2009globaleconomicrecession()
–Onlinesalesgrowthcontinued, butat aslower rate
36 18. 37
© Cengage Learning2015
FIGURE1-3Actual and estimatedglobalonlinesales in B2C and
B2Bcategories(B2CB2B) 19. The SecondWaveofElectronic Commerce,2004-2009
© Cengage Learning 2015 19
•Electroniccommercefirstandsecondwave()
characteristics
–Regionalscope
•First wave:UnitedStatesphenomenon()(web pageswereprimarilyinEnglish)
•Second wave:expandinginternationalscope
–Start-upcapital()
•First wave:easy to obtain
•Secondwave:companiesusing internalfunds
–Internettechnologiesused
•First wave:slowandinexpensive (especially B2C)
•Secondwave:broadbandconnections 20. TheSecondWaveofElectronic Commerce,2004-2009(cont’d.)
© Cengage Learning 2015 20
•Firstand secondwavecharacteristics(cont’d.)
–Electronicmail(e-mail)use
•First wave:unstructured communication
•Secondwave:integralpartof marketing,customercontactstrategies
–Revenuesource
•First wave:online advertising(failed)
•Secondwave:Internetadvertising(moresuccessful) 21. TheSecondWaveofElectronic Commerce,2004-2009(cont’d.)
•Firstand secondwavecharacteristics(cont’d.)
–Digitalproductsales
•First wave:fraughtwithdifficulties ()
–Themusicrecordingindustrywasunable,orunwilling,to devisea waytodistributedigitalmusicontheWeb.
•Secondwave:supportslegaldistribution ontheWeb
–Businessonlinestrategy
•First wave:first-moveradvantage()
•Secondwave:secondmousegetsthecheese
•Web 2.0technologies
–Users participateincreating andmodifyingcontent
40 22. The ThirdWaveofElectronic Commerce
© Cengage Learning 2015
41
•Factorsin thethirdwave
–Emergenceofmobilecommerce
•Smartphone()technologyandtablet computers ()havemadeInternetavailable everywhere
•Ever-increasingnumberof peoplehaveaccessto the
Internet
–Criticalmass ofmobileusers with powerfuldevices
•Thisgrowthisexpectedtobeespeciallydramaticinhighly populated countriessuch as China,India, and Brazil.
–Widespreadparticipationinsocialnetworking
•Oftenusedto promoteorsell goodsand services 23. TheThirdWaveofElectronic Commerce(cont’d.)
•Factors (cont’d.)
–Smallerbusinesses using Internetforsales,purchasing, and
raisingcapital
•Crowdsourcing(Websitesusedtogathermultiplesmall investorstogetherforspecificbusinessfundingactivitiesare calledcrowdsourcingsites.)
–Analysis of largeamountsof collected customerdata
•Bigdata:verylargestoresofinformationaboutthedetailed behaviorofcustomersastheynavigatethecompanyWebsite
•Dataanalytics:sophisticatedtoolsforinvestigatingpatternsand knowledgecontainedin bigdata
–Trackingtechnologiesintegratedinto B2B electronic commerce
•RFID(radiofrequencyidentification)devices
•Biometrictechnologies(),suchasfingerprint
readersandretina()scanners
42 26. 3 BusinessModels,Revenue Models, and BusinessProcesses
26
© CengageLearning2015
•Businessmodel()
–Set of processescombinedtoachievecompany’s
primarygoal(typicallyprofit)
•Electroniccommercefirstwave
–InvestorssoughtInternet-drivenbusinessmodels
•Expectationsofrapidsales growth,marketdominance
–Successful“dot-com”businessmodelswere emulated()
•MichaelPorterarguedbusiness modelsdid not exist 27. BusinessModels,RevenueModels, and BusinessProcesses (cont’d.)
© Cengage Learning 2015 27
•Instead ofcopyingmodel,examinebusiness
elements
–Streamline(),enhance,andreplacewithInternet technologydrivenprocesses
•Revenuemodel()usedtoday
–Specificcollectionofbusinessprocesses,used to
•Identifycustomers
•Markettothosecustomers
•Generatesales
–Classifyrevenue-generatingactivitiesfor communicationandanalysispurposes(tobe presentedinChapter3) 28. Focuson SpecificBusinessProcesses
© Cengage Learning 2015 28
•Examplesof businessprocesses
–Purchasing rawmaterialsorgoods forresale
–Convertingmaterialsandlaborinto finishedgoods
–Managingtransportationandlogistics
–Hiringandtrainingemployees
–Managingbusiness finances
•Identify processesbenefitingfrome- commerce technology
–Productsthat buyerspreferto touch, smell,orexamine closelycan bedifficulttosell using electroniccommerce.
•Internettechnologiesas a means tofacilitatebusiness processes 29. RoleofMerchandising
© Cengage Learning 2015 29
•Merchandising()
–Combinationofstoredesign,layout,andproduct
displayknowledge
•Salespeopleskills
–Identifycustomer needs
•Findproductsor servicesmeetingneeds
•Merchandising andpersonalselling
–Difficult topracticeremotely
•Web sitesuccess
–Transfermerchandisingskillsto theWeb
•Easier for someproductsthan others 30. Product/ProcessSuitability() to ElectronicCommerce
© Cengage Learning 2015 30
•Evaluating advantages/disadvantages ofelectronic
commerce
•E.g.BooksorCDsare goodcandidatesfor electronic commerce
–Becauseonecopy ofanewbook is identicalto other copies
•Suitability isdependentonavailabletechnologies’ currentstate
–Changeas newe-commerce tools emerge 32. Product/Process Suitabilityto ElectronicCommerce(cont’d.)
© Cengage Learning 2015
51
•Commodityitem():well-suitedtoe-
commerceselling
–Productor servicehard todistinguishfromsame products orservicesprovidedbyothersellers
–Features: standardizedandwellknown
–Price:distinguishingfactor
•Considerproduct’sshippingprofile ()
–Collectionof attributesaffecting how easilythat
productcan be packagedanddelivered
–Highvalue-to-weightratio() is desirable
•makingtheoverallshipping cost asmall fraction 33. Product/Process Suitabilityto ElectronicCommerce(cont’d.)
33
•Easier-to-sellproductshave:
–Strongbrandreputation(itreducesthebuyer’s
concernsaboutquality)
•Traditionalcommerce betterfor:
–Productsrelyingon personalsellingskills
–E.g.,Realestate:transactions involvinglarge amountsof
moneyandahigh degreeofinterpersonal trust
•Combinationofelectronicand traditional commerce strategiesbestwhen:
–Businessprocess includesbothcommodityand
personalinspectionaspects
–E.g.,newandusedautomobiles:buyersdo research on specificmodelsbefore visitingadealershiptobuy 34. 4 ElectronicCommerce:Opportunities, Cautionsand Concerns
© Cengage Learning 2015 34
•Businesses needtoexercisecautioninweighing
risksand benefits ofonlinebusiness
•Astechnologiesadvance:
–Morebusinessesmay benefitfromelectronic commerce 35. OpportunitiesforElectronicCommerce
© Cengage Learning 2015 35
•Electroniccommercecanhelp increaseprofits
–Increases sales
•Geta smallfirm’spromotionalmessageouttopotential customersinother countries
–Decreasesbusinesscosts
•reachsmallgroupsofcustomersthat are geographically scattered
•Virtual community()
–Gathering of peopleonlineusingWeb2.0 technologies,sharinga common interest 36. •E-commercebuyeropportunities
–Increases purchasingopportunities
–Identifyingnewsuppliersandbusinesspartners
–Efficiently obtainingcompetitivebidinformation
•Easier tonegotiate price anddeliveryterms
–Increases speed, informationexchangeaccuracy
–Wider rangeof choicesavailable24 hours a day
•Immediateaccessto prospectivepurchase information
© Cengage Learning 2015 36
OpportunitiesforElectronicCommerce (cont’d.) 37. OpportunitiesforElectronicCommerce (cont’d.)
•Benefitsextendtogeneralwelfareofsociety()
–Lowercoststoissueand secure:
•Electronicpaymentsof taxrefunds
•Publicretirement
•Welfaresupport
–Providesfaster transmission
–Providesfraud(),theftlossprotection
•Electronicpaymentseasier toaudit andmonitor
–Telecommutingreducestraffic,pollution
–Productsand servicesavailableinremote areas
•Distancelearning:people canlearnskillsandearndegrees
remotely
56 38. ElectronicCommerce:CurrentBarriers
© Cengage Learning 2015 38
•Poor choicesforelectronic commerce
–Perishable()foodsandhigh-cost,unique
items
•custom-designedjewelryarevery difficult to inspect
•Fourbarriers
–Needforcriticalmass ofcustomerswithappropriate technology
–Unpredictabilityincostsandrevenues
–Insufficienttoolsforhardwareand software
integration
–Culturalandlegalbarriers 39. 5 Identifying ElectronicCommerce Opportunities
© Cengage Learning 2015 39
•Focusonspecificbusinessprocesses
–Break businessdown
–Seriesof value-addingactivities() that combineto meet firm’s goals
•Businessactivitiesconductedby firmsofall sizes
•Firm
–Multiplebusinessunitsownedbya common set of shareholders
•Industry()
–Multiplefirmssellingsimilarproducts tosimilar customers 40. Strategic Business UnitValueChains
© Cengage Learning 2015 59
•Valuechain()
–Organizingstrategicbusinessunitactivitiestodesign, produce, promote,market,deliver,andsupportthe products orservices
–MichaelPorter includessupportingactivities
•Humanresourcemanagementandpurchasing
•Strategic businessunit(SBU)primaryactivities( )
–Identifycustomers,design,purchasematerials and supplies,manufacture product or createservice, market and sell,deliver,provideafter-saleservice and support 41. Strategic Business UnitValueChains (cont’d.)
© Cengage Learning 2015 69
•Importanceofprimaryactivitiesdependson:
–Productor service
–Customers
•Centralcorporateorganizationsupportactivities( )
–Financeandadministration
–Humanresource
–Technologydevelopment 42. Primaryactivitiesperformedinastrategicbusinessunit
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FIGURE1-9Valuechain forastrategicbusinessunit
(策略事業體的價值鏈 )
61
@CengageLearning2015 43. PrimaryActivitiesin ValueChains
testing,andpackaging
62
•Design
–Fromconcepttomanufacturing
–Includingconceptresearch,engineering,andtestmarketing
•Identifycustomers
–Find newcustomersandnewwaystoserveexistingcustomers
–Includingmarketresearchandcustomersatisfactionsurveys
•Purchasematerialsandsupplies
–Procurementactivities
–Includingvendorselection,vendorqualification,negotiatinglong- termsupplycontracts,andmonitoringqualityandtimeliness
•Manufactureproduct orcreateservice
–Transformmaterialsandlaborintofinished products
–Includingfabricating(),assembling(),finishing(), 44. PrimaryActivitiesin ValueChains (cont’d.)
warranties,andreplacingparts
63
•Marketand sell
–Givebuyersa waytopurchase
–Including advertising,promoting,managingsalespeople, pricing,andmonitoringsalesanddistribution channels
•Deliver
–Store,distribute, and ship thefinal productor providetheservice
–Includingwarehousing,handling materials,consolidatingfreight, selecting shippers, andmonitoringtimelinessofdelivery
•Provide after-sale serviceandsupport
–Promotea continuing relationship with thecustomer, including installing,testing, maintaining,repairing,fulfilling 45. SupportingActivitiesin ValueChains
•Financeand administrationactivities
–Providingthefirm’sbasicinfrastructure
–Includingaccounting,borrowingfunds,reportingto governmentregulators,and ensuringcompliance
•Humanresourceactivities
–Coordinatingthemanagementof employees
–Includingrecruiting,training, compensation, and managingbenefits
•Technologydevelopmentactivities
–Improving theproductor serviceand thebusiness
processesineveryprimaryactivity
–Includingresearchanddevelopment, process improvementstudies
64 46. IndustryValueChains
© Cengage Learning 2015
65
•Examinewherestrategicbusinessunit(SBU)fits
•withinindustry
•Porter’svaluesystem()
–Describeslargeractivities stream intowhichparticular businessunit’svaluechainis embedded
–Many subsequentresearchersuse Industry value chain () refersto valuesystems
•Awarenessofbusinesses valuechainactivities
–Allowsidentificationofnewopportunities
–Usefulway tothink aboutgeneralbusinessstrategy 47. FIGURE1-10Industry valuechainfora strategicbusinessunit ( )
© Cengage Learning2015
Eachbusinessunit (logger, sawmill, lumberyard,chair factory,retailer, consumer,andrecycler)shown
To createanindustryvaluechain
•Startwiththeinputsto yourstrategicbusiness unit(SBU)
•Workbackward toidentify yoursuppliers’suppliers,andsoon
•startwithyourcustomersand workforwardto identifyyourcustomers’customers,andsoon
66 48. SWOTAnalysis:EvaluatingBusiness UnitOpportunities
© Cengage Learning 2015
67
•DefineSWOT (strengths,weaknesses,
opportunities,andthreats)(,,,)
•Firstlookintobusinessunit
–Identifystrengthsandweaknesses
•Thenreviewoperatingenvironment
–Identifyopportunitiesandthreatspresented
•Takeadvantageofopportunities
–Buildon strengths
–Avoidthreats
–Compensate()forweaknesses 51. 6 InternationalNatureofElectronic Commerce
•Internetconnectscomputersworldwide
•Whencompaniesuse Webtoimprovebusiness process:
–They automaticallyoperateinglobalenvironment
•Thirdwave
–RapidlyincreasingproportionoutsideUS
–Countrieswithlargepopulationssuch asChina, India, andBrazilhaveseenenormousrecent growth
© CengageLearning2015
70 54. TrustIssuesontheWeb
© Cengage Learning 2015 54
•Importanttoestablishtrustingrelationshipswith
•customers
•Companiescanrelyonestablishedbrandnames
–Difficult for onlinebusinesses
•Anonymity()existsin Webpresence
–Bankingexample:browsingsite’spages
•Difficult todeterminebanksize orhow wellestablished
•Visitors will notbecomecustomersunless theytrust thecompany
•Businessmustovercomedistrustin Web“strangers” 56. LanguageIssues
•Businessmustadapttolocalcultures
–“Think globally, act locally”
–Providelocal language versionsof Website
•Customersmore likelyto buy fromsites inownlanguage
[Researchersestimatedin2013]
–25-55percent ofInternetcontent inEnglish
–HalfofcurrentInternetusersdonotread English
–By2015: 70%ofe-commercetransactionswill involve at least one partyoutsideof theUnitedStates
–By2016: Chinesewill equalEnglishasthemost-used
languageonline
•Languagesmay requiremultipletranslations
–Separatedialects(),e.g.Chinesehastwo main
systemsof writing: simplifiedandtraditionalChinese
75 57. LanguageIssues(cont’d.)
•Large sitetranslationmaybecost-prohibitive()
–Certainpagesmaybetranslated
–Homepageshouldbetranslated into allsupported languages
–Allfirst-level linksto home page
•Highprioritypagestotranslate
–Marketing,productinformation,establishingbrand
•Usetranslationservicesandsoftware
–Humantranslation:key marketing messages
–Software (or machinetranslation):usedfortranslating routinetransaction-processingfunctions, translationis
notperfectbut may be an acceptablealternative
76 58. CulturalIssues
58
•Importantelementofbusinesstrust
–Anticipating()howtheotherpartytoa
•transaction willact in specificcircumstances
•Culture
–Combinationof language() andcustoms ()
–Variesacross nationalboundaries,regionswithin nations
•Culturalissueexamples
–VirtualVineyards()(nowWine.com)
•packaging… 59. Case :ComplaintsfromCustomers in Japan
59
•VirtualVineyardssold mostof its wineincase(12bottles) or half-casequantities.Thus,tosaveonoperatingcosts, itstockedshippingmaterialsonlyin case,half-case, and two-bottlesizes. Afteran investigation,the company determinedthatmanyof itsJapanesecustomersordered onlyone bottleofwine,whichwas shippedin a two-bottle container.Tothese Japanesecustomers,whoconsider packagingto be animportantelementof ahigh-quality productsuch as wine,itwas inconceivable() that anyonewouldshipone bottle ofwineina two-bottle container.Theyweree-mailingto askwherethe other bottlewas, notwithstandingthe factthatthey had ordered onlyone bottle. 60. CulturalIssues (cont’d.)
•Selecticonscarefully
–Shoppingcart,baskets
andtrolleys
–Handsignalfor“OK”: obscene() gesture inBrazil
•Dramaticculturalovertones
–India:inappropriateto use cow imageincartoon
–Muslimcountries:offended ()by humanarmsor legsuncovered
–Whitecolor(purityversus death)
–Japan:numberfour symbolizesdeath.
•A Web pagethatisdividedinto foursegmentscan beoffensive toa Japanese visitor
79 61. CulturalIssues (cont’d.)
© Cengage Learning 2015
80
•Onlinebusinessapprehension()
–Japanese shoppers’unwillingnesstopay bycredit card
•Softbank()
–Deviseda wayto introduce electroniccommerceto areluctant Japanese population
–Createda joint venturewith7-Eleven,Yahoo!Japan, and Tohan(a majorJapanese bookdistributor) tosell books andCDsonline
–Allowedcustomersto orderitemsontheInternet,andthenpickthemupandpayforthemincashat thelocal 7- Eleven conveniencestore
–Byadding an intermediary()thatsatisfiedtheneedsoftheJapanesecustomer,Softbankwashighlysuccessful inbringingbusiness-to-consumerelectroniccommerceto Japan 62. Cultureand Government
© CengageLearning2015
•Onlinediscussioninhospitabletocultural
environments
•Governmentcontrolsin somecultures
–Unfettered ()communicationnot desiredor consideredacceptable
•Denounced()Internetmaterialcontent
–UnrestrictedInternetaccess forbidden
–Web contentfiltered
–MonitorsISPrecords
–Imposelanguagerequirements
•In France,anadvertisementfora productor service mustbeinFrench.
81 63. InfrastructureIssues
© Cengage Learning 2015
82
•Internetinfrastructure,includes
–ComputersandsoftwareconnectedtoInternet
–Communicationsnetworks
•Infrastructurevariationsand inadequaciesexist
•TelecommunicationsindustryoutsideUnitedStates
–Heavilyregulated,government-owned
–Highlocaltelephoneconnectioncosts affectonline behavior
•In countrieswhereInternetconnectioncosts are high, few businesspeoplewould spend timesurfingtheWebto shopfora product. 64. Infrastructure Issues (cont’d.)
© Cengage Learning 2015
83
•International orders:globalproblem
–Noprocesstohandleorder andpaperwork
•Freightforwarder()
–Arrangesinternationaltransactions’shippingand insurance
•Customsbroker
–Arrangestariff() payment andcompliance
•Bondedwarehouse()
–Securelocation
–Holdsinternationalshipmentsuntilcustoms requirementsor paymentssatisfied 65. International
84
transaction (典型的國際貿易與交易流程 )
@CengageLearning 2015
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FIGURE1-14Partiesinvolvedinatypicalinternationaltrade 66. Infrastructure Issues (cont’d.)
© Cengage Learning 2015
85
•Handlinginternationaltransactions paperwork
–Industryexperts estimatethattheannualcostof
handlingpaperworkforinternationaltransactions is
$800billion.
–Software automates somepaperwork
•Countries haveownpaper-basedforms,procedures
•Countrieshaveincompatiblecomputersystems 67. ELEVENTH EDITION
ELECTRONIC
COMMERCE
GARYP.SCHNEIDER
Chapter2
TechnologyInfrastructure:
TheInternetand theWorldWideWeb
© CengageLearning2015 68. Introduction
•AgrowingnumberofInternetusersare using
smartphoneor tablet
–Smartphonesis mostlikelyto be a user’sprimarymeans of accessingthe Internet.
•HistoryofInternet-capablemobilephones
–Firstintroducedinlate-1990s
•Slow, unreliable service, no keyboards,lackedcolors
–2001:Treo,Blackberryintroduced(includedkeyboards)
–2009:Allmajor phonemanufacturersofferedarangeof
smartphonesand Internet-capablemobilephones.
–2011-2013:Lowerprice phonestargeteddeveloping markets.
•Chinese phone manufacturerswereproducinglow-priced
smartphonesfortheirdomesticmarket.
3 69. 1 TheInternetand the WorldWide Web
©CengageLearning2015 6
9
•Computernetwork
–Technologyallowingpeopletoconnectcomputers
•Internet(capital“I”)
–Interconnected globalcomputernetworks
–Whichusesaspecificset of rulestoconnect
•internet(small“i”)
–Short for“interconnectednetwork
–Groupof interconnectedcomputernetworks 70. TheInternetand the World Wide Web (cont’d.)
©CengageLearning2015 7
0
•WorldWideWeb(Web,WWW)
–SubsetofInternetcomputersthatare connectedto
oneanother
–Includeseasy-to-use interfaces
•Easy to use theWebtoaccessa varietyof Internet
resources.
•Thischapterintroducebasictechnologystructure
–The technologiessupports networks,theInternet,and
e-commerce 71. Origins(起源) ofthe Internet
7
1
•Early1960s
–DefenseDepartment(國防部) nuclearattack(核彈攻
擊) concerns
•Todesign a worldwidenetworkthat could remain operational,evenifpartsofthenetworkweredestroyed
–Leasedtelephonecompanylines
•Single connectionbetweensender andreceiverforeach telephonecall
–Singleconnectionrisk solution
•Communicateusing multiplechannels(packets) 73. NewUses fortheInternet
7
3
•1970s:otheruses
–E-mailwas born(1972), messagecouldbesentand
received
–Networkingtechnology
•usersinthemilitaryandeducationresearch
communitiescontinued togrow
•Remotefiletransferandcomputeraccess
•1979:Usenet(User’sNewsNetwork)
–Readandpostarticles
–They are calledNewsgroups(新聞群組)today 74. NewUses fortheInternet(cont’d.)
© CengageLearning2015 7
4
•LimitedInternetuse
–Limitedtoresearch andacademiccommunitieswho
couldaccessthe networks
•1979–1989
–Networkapplicationsimprovedandtested
–DefenseDepartment’snetworkingsoftware
•Gainedwider academicandresearchinstitutionuse
•Commoncommunicationsnetworkbenefit recognized
–Securityproblemsrecognized(chapter10) 75. CommercialUse oftheInternet
•1980s:personalcomputer(PC)useexplosion
–PCbecamemore powerful,affordable,andavailable
–CompaniesincreasinglyusedPCtoconstructtheir own internalnetworks
–Otherindependentnetworkswere developed
•Largerfirmsbuilttheirownnetworks(leased
telephonelines)
•1989:twocommerciale-mailserviceswerepermitted
–NationalScienceFoundation(NSF) prohibited
commercialnetworktrafficonitsnetworks
–Businessesturnedtocommerciale-mailservice providers
–Commercialenterprisescouldsende-mail
10 76. Growthofthe Internet
76
•1991
–NSFfurther easeditsrestrictions on commercial Internetactivityandbeganimplementingplansto privatizethe Internet
•1995:privatization oftheInternet
–Operations turnedover toprivatelyownedcompanies
•Internetbasedonfournetworkaccesspoints (網路存取 點)(NAPs)
•Networkaccessproviders
–SellInternetaccess rightsdirectlytolargercustomers
–Use Internetservice providers(網絡服務供應商 ) (ISPs)
•Sell to smallerfirmsandindividuals 77. Growthofthe Internet(cont’d.)
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•Internethosts(網絡主機):
–computersdirectlyconnectedtotheInternet
•Internetgrowth
–One of the mostsignificanttechnologicalandsocial accomplishmentsof lastmillennium
–Nearlyevery country involved
–Usedby millionsofpeople 79. TheInternetofThings
•DevicescanbeconnectedtotheInternet
–Usedby computerstomanageautomatically
environmentalconditions(heating,cooling,lighting)
–Examples:opticalscanners,sensorsthatdetect changesintemperature,light
–E.g.,acomputerthatmonitorsinventorylevelsusing sensors connectedto itover the Internetcan use its Internetconnectionto placeinventoryorderswitha vendor’scomputerautomatically.
•TheInternetofthings
–Term usedfor these connecteddevices
–Estimatedsize is 9 billion(morethan peopleon Earth)
14
©CengageLearning2015 80. 2 Packet-SwitchedNetworks
•Localarea network(LAN)(區域網路)
–Networkofcomputerslocatedclosetogether
•Widearea networks(WANs)(廣域網路)
–Networksofcomputersconnectedover greater distances
•Circuit(線路)
–Combinationof telephonelinesandclosedswitches (交換機) connectingthem to each other
•Forma single electrical path betweencaller andreceiver
•Circuitswitching(線路交換)
–Centrallycontrolled,single-connectionmodel
© CengageLearning201515 82. Packet-SwitchedNetworks(cont’d.)
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•Packet-switchednetwork
–Packets
•Smallpieceslabeled electronically (origin, sequence, anddestinationaddress)
•Travelalonginterconnectednetworks
•Can take differentpaths
–Destinationcomputer
•Collectspackets
•Reassemblesoriginalfile or e-mailmessage 83. RoutingPackets(路由封包)
83
•Routingcomputers(路由電腦)
–Decidehowbesttoforwardeachpacket
–Alsoknownas routers,gatewaycomputers, border routers
•ActasthegatewayfromLAN orWANtoInternet
•Located at theborderbetweenorganization andtheInternet
•Routingalgorithms(路由演算)
–Programson routingcomputers
•Determinebest path forpacket
•Specify whichconnectionsto usefirst
•Havetherulesforhandling instances of heavypacket traffic 84. RoutingPackets(cont’d.)
84
•IndividualLANs and WANscanuseavarietyof
•rulesand standardsforcreatingpackets
•Hubs(集線器),switches(交換器),and bridges(路由 器)
–Devicesthatmove packetsfromonepart of anetwork to another
•Routers
–Usedto connectnetworksto othernetworks
–Translatepacketsintostandard format
–Routersare an important partof theinfrastructure of the Internet 85. RoutingPackets(cont’d.)
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•Internetbackbone(網絡骨幹)
–Routers that handlepacket trafficalongthe Internet’s
mainconnectingpoints
–Routersandtelecommunicationlinesbetween Internet’smaincollectingpoints
–alsocalledbackbonerouters 87. Publicand PrivateNetworks
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•Publicnetwork()
–Computernetworkortelecommunicationsnetwork
thatis availableto the public(such as Internet)
•Privatenetwork()
–Private,leased-lineconnection
–Physicallyconnectsintranetsto one another
•Leasedline()
–Permanenttelephoneconnectionbetweentwo points
–Advantage:security
–Drawback:cost(can be quite expensive) 88. VirtualPrivateNetwork(VPN) (虛 擬私有網絡)
•Connectionvia publicnetworksand protocols
–Protect dataas wellas privatenetwork
•UsesIPtunneling(IP通道)or calledencapsulation
–Privatepassagewaythrough publicInternet
–Securetransmission
•Encapsulation(打包)
–VPNsoftware installedon both computers
–Thepassagewayis created by VPNsoftware
–Encrypts(加密)packetcontent;placesinsideanother
packet
•“Virtual”sinceconnectionseemspermanent
–Actuallya temporary connection
23
(打包) 90. 3 InternetProtocols ()
•Protocol():acollectionofrules for formatting,ordering,and error checkingdatasent acrossa network
–Includestransmissionrules
–Computers must use sameprotocol
•Openarchitecture(開放架構)wasdevelopedfor ARPANET(laterbecamethecore oftheInternet)
–Uses common protocolforallcomputers connectedto
theInternet
–Includeskey message-handlingrules
–Contributedto theInternet’ssuccess
25 92. IPAddressing
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•InternetProtocolversion4 (IPv4)(網絡通訊協定第四版)
–Usedsince1981
•IPaddress
–32-bitnumberidentifyingcomputers
•Base2 (binary)(二進制)numbersystem
–Computers useforinternalcalculations
–Digit:0or a1(on oroffcondition)
–Fourbilliondifferentaddresses(232= 4,294,967,296)
•Routerbreaksmessageintopackets
–Containssource anddestinationIPaddress 93. IPAddressing(cont’d.)
•IPv4
–uses 32-bit(four-byte)addresses
–limitsthe addressspace to 4,294,967,296(232) addresses
–As addresseswere assignedtousers, the numberof unassignedaddressesdecreased
Dotteddecimalnotation:
-Fournumbersseparated
-IPaddressesrange:0.0.0.0
to 255.255.255.255
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28 94. IPAddressing(cont’d.)
•InternetProtocolversion6 (IPv6)
–ReplacesIPv4
•Addressespredictedto be exhaustedin2015
–IPv4andIPv6notdirectlycompatible
•Switching theInternetcompletelyoverto IPv6network
•Torunbothprotocols in paralleloninterconnected networks
•IPv6 majoradvantages
–Uses 128-bitnumberforaddresses
–Numberof availableaddresses:34 followedby37 zeros
•Morecomplexnotationsystem
29 95. ElectronicMailProtocols
95
•Electronicmail(e-mail)(電子郵件)
–Formattedaccording tocommonset ofrules
–Mostorganizationsuse aclient/server structure
•E-mailserver (郵件伺服器)
–Computerdevotedtoe-mailhandling
–Stores,forwardse-mailmessages
•E-mailclientsoftware (電子郵件終端軟體)
–Readsandsendse-mail
–Communicateswithe-mailserversoftware
–ProgramsincludeMicrosoftOutlook
•E-mailservicesofferedbyWebsites
–E-mailserversandclients areoperatedbytheownersof theWeb sites
–Such asYahoo! Mail,orGoogle’sGmail 96. WebPageRequestand Delivery Protocols
•Webclientcomputers
–Webclientsoftware/Webbrowsersoftware
•SendsWebpagefile requeststo othercomputers(Webservers)
•Popular Web browsersoftware includeGoogleChrome, MicrosoftInternetExplorer, andMozilla Firefox
•Webservercomputer
–Web server software
•ReceivesrequestsfrommanydifferentWeb clients
•respondsbysendingfilesback tothoseWeb clientcomputers
•Webclientsoftwarerendersthosefiles intoa Webpage
96
97. WebPageRequestand Delivery Protocols(cont’d.)
•HypertextTransferProtocol (HTTP)
–InternetWebpagefiledeliveryrules
–Developedin1991
•WebpagerequestusingWeb browser
–User typesprotocolname
•Followed by“://”charactersbeforethedomainname
•Typehttp://www.yahoo.comto visit Yahoo!Website
•Webbrowserstodayautomaticallyinsert the http://
–UniformResourceLocator(URL)
•Combination:protocolname,domainname
•Itlet user locatea resource(Web page)onanother
computer(Web server)
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98
•Web
–Software runningonInternet-connectedcomputers
(at atechnologicallevel)
–Generatesnetworktraffic
•Websoftware:largestsingle trafficcategory
•Outpaces(超越):e-mail,file transfers, andother datatransmissiontraffic
•KeytechnologicalWeb elements
–Hypertext
–Graphicaluser interfaces 99. TheDevelopmentofHypertext
99
•1989:TimBerners-Lee
–Proposedhypertextdevelopmentproject
–Provideddata-sharingfunctionality
–Developedthe codefor ahypertextserver program andmade it availableon theInternet.
•Hypertextserver(超本文伺服器)
–StoresHypertextMarkup Language(HTML) files
•Webservers(網頁伺服器)
–Hypertextservers usedontheWebtodaycalledweb
servers 100. TheDevelopmentofHypertext(cont’d.)
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•HTML(HypertextMarkupLanguage,超本文標記語
言)
–HTMLis the languageused for thecreationof Web pages
–Set ofcodes(tags)attachedtotext
–Describesrelationshipsamongtext elements
•Indicates which textispartof aheaderelement,whichtextispartof aparagraphelement,andwhichtextis partof anumberedlistelement
•Hypertextlink(超本文連結)(hyperlink)(超連結)
–Pointsto anotherlocation
–Sameor anotherHTMLdocument 101. Graphical Interfacesfor Hypertext
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•Webbrowser(網頁瀏覽器)
–Software,e.g.,InternetExplorerorFirefox
–Users read(browse)HTMLdocuments
–Move fromoneHTMLdocumentto another
–Textformattedwithhypertextlinktagsinfile
•Graphicaluserinterface (GUI)(圖形使用者介面)
–Isa wayofpresentingprogramcontrol functionsand programoutputtousers andacceptingtheir input
–Uses pictures,icons,andothergraphicalelements 103. TheWorldWideWeb (cont’d.)
•EasywaytoaccessInternetinformation
–Providedby functionalsystemofpagesconnectedby
hypertextlinks
–Profit-making potentialofferedby a worldwide network
•NetscapeCommunicationsfoundedin 1994
–NetscapeNavigatorWebbrowser(basedon Mosaic)
–Microsoft:InternetExplorer(mostwidelyused)
–Firefox:NetscapeNavigatordescendant
•NumberofWebsites
–Thenumberof Web siteshas growneven more
rapidlythan theInternetitself
38 105. TheDeep Web (深度網頁)
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•SomeWebprovidesaccesstocustomizedWeb pagesthatare created inresponsetoaparticular user’squery
–Pullcontent fromdatabases
–Example:search for“onlinebusiness”bookon Amazon.com
–QuerythedatabasesofinformationaboutbooksandcreateaWebpagethatisacustomizedresponsetoyoursearch
•DeepWeb:information thatisstoredin databases and isaccessibletousersthroughWeb interfaces 106. DomainNames(網絡域名)
•Dotteddecimalnotationdifficulttoremember
•Domainnames
–Sets ofwordsassignedto specificIP addresses
•Therightmostpartof adomainnameisthemostgeneral.
Eachpart ofthedomainnamebecomesmorespecificas youmoveto theleft.
–Example:www.google.com
•Containsthreepartsseparatedbyperiods(句點)
–Top-leveldomain(頂級域名)(TLD):rightmostpart,includes:
•Generictop-leveldomains((一般頂級域名)(gTLDs))— suchas.edu,.com,and.org
•Countrydomains
•Sponsoredtop-level domains(贊助頂級域名)(sTLD)
–E.g.,.aerosTLDis sponsoredby anairtransportassociation
41 108. 5 Markup Languagesand the Web
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•The mostimportantpartsofa Webpage
–Thestructureofthepage,and thetextthatmakes up
the mainpart of thepage
–Storedinatext filethatis formatted,or markedup
•Textmarkuplanguage
–Specifiesset oftags insertedintotext
–Markup tags (標記標籤) (tags):provideformatting instructionsWebclientunderstands
•HTML
–Mostcommonly usedWeb markuplanguage 109. HypertextMarkup Language
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•HTMLlinks
–Hyperlinksoninterlinkedpagesforma “web”ofthose
pages
•Linear hyperlinkstructure
–ReadsWeb pageinserialfashion
–Works wellwhencustomerfillsout form
•Hierarchicalhyperlinkstructure
–Uses anintroductory page(homepage,startpage)
linkingtootherpages
–Sitemap often availableforhierarchicalsites
–Good forleadingcustomers fromgeneralto specific 112. 6 InternetConnectionOptions (網 絡連接選項)
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•Internet
–Setofinterconnectednetworks
–Organizations,families,andmobilephonesare connectedto theInternet in anumber of ways
•Internetaccessproviders(IAPs) or Internetservice providers(ISPs)
–ProvideInternet access toindividuals, businesses, other organizations
–Offerseveralconnectionoptions 113. ConnectivityOverview
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•Commonconnectionoptions
–Voice-gradetelephone lines, varioustypes ofbroadband
connections, leasedlines, wireless
•Distinguishingfactor
–Bandwidth（頻寬）
•Amountofdatatravelingthroughcommunicationline perunitof
time
•Net bandwidth（淨頻寬）
–Actualspeedinformationtravels
–When fewpeople are competingforservicefromanISP,net
bandwidthapproachesthe carrier’supperlimit.
•Symmetricconnections（對稱式連線）
–Providesamebandwidth in bothdirections(downloadand
upload)
48 114. ConnectivityOverview(cont’d.)
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•Asymmetricconnections（非對稱式連線）
–Providedifferentbandwidthsforeach direction
•Upstreambandwidth(uploadbandwidth)（上傳頻寬）
–Amountof informationfromuser tothe Internetina givenamount oftime
•Downstreambandwidth(download,downlink bandwidth)（下載頻寬）
–Amountof informationfromthe Internetto userina
givenamountoftime 116. BroadbandConnections
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•Broadband:connectionspeeds>200 Kbps
–Asymmetricdigitalsubscriberline(ADSL)
•UsesDSL protocolprovidingbroadbandrangeservice
–High-speedDSL(HDSL)
•Morethan 768Kbpssymmetricbandwidth
–Cablemodems
•Transmissionspeeds toserver:300Kbpsto 1.5Mbps
•Thedownstreambandwidth canbeashighas10Mbps
•Subscriberscompeteforshared resource,bandwidth varywiththenumberof subscribers
51 117. Leased-LineConnections
52
•Moreexpensivetechnologies
•Classifiedbyequivalentnumberoftelephonelines
included
–DS0(digitalsignalzero)
•Carriesonedigitalsignal (56Kbps)
–T1line(DS1)
•Carries24DS0 lines(1.544Mbps)
–T3 (DS3):
•Offers44.736Mbps,equivalent of 30T1linesor760 DS0 lines
•Largeorganizationsrequireveryhigh bandwidth mayuseT1or T3lines 118. WirelessConnections
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•Inruralareas,satellite microwavetransmissions
madeconnectionstotheInternet
–Downloadspeedsof 500 Kbps
–Uploadhandledby POTS(Plainoldtelephone service) modemconnection
•Today:POTS modemconnectionnotrequired
–Use microwavetransmitterforuploads(150 Kbps)
•Many wirelessnetworktypes now available
–Internet-capablemobilephones,smartphones,game
consoles,andnotebookcomputers 119. Personal AreaNetworks
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•Personalarea networks(PANs)alsocalledpiconets
（微型網絡）
•Bluetooth（藍牙）
–Designedforpersonaluse over shortdistances
–Low-bandwidthtechnology(722 Kbps)
–Usefulfortaskssuchaswirelesssynchronization( 同步)oflaptopcomputerswithdesktopcomputersandwirelessprintingfromlaptopsormobilephones
–Advantages:
•Devicesconsumeverylittlepower
•Devicescan discover oneanotherandexchange
informationautomatically
54 120. WirelessEthernet(Wi-Fi)
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•Themostcommonwirelessconnectiontechnology
foruseonLANsiscalledWi-Fi,alsocalled802.11n
•Wirelessaccesspoint(WAP)（無線存取點）
–A computer equippedwithaWi-Finetworkcard can communicatethrough a WAPbecomea partof aLAN
–TransmitspacketsbetweenWi-Fi-equipped computersandother deviceswithinrange
–Bandwidthof 450MBps
–Rangeof500 feet 121. WirelessEthernet(cont’d.)
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•Capableofroaming（漫遊）
–ShiftingfromoneWAPtoanother
–Nouserintervention
•Hotspots（熱點）
–WAPsopentopublic
–Someorganizations,includingairports, convention centers,and hotels,operate WAPs thatare opento the public 122. Mobile TelephoneNetworks
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•Shortmessageservice(SMS)（簡訊服務）
–Sendand receiveshort textmessages
•Third-generation(3G)（第三代）wirelesstechnology
–2 Mbpsdownload/800Kbps uploadspeeds
–Mostmobiletelephonenetworkstoday use oneof a
seriesof3Gtechnologies
•Fourth-generation(4G)（第四代）technology
–These 4G technologiesofferdownloadspeedsup to 14 Mbps anduploadspeedsup to 8 Mbps.
•Significancein mobilecommerce
–Mosthandhelddeviceshavethe abilityto use either a mobiletelephonenetworkor alocallyavailable wirelessnetwork
protocol 124. LearningObjectives
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Inthischapter,you willlearn about:
•Whata revenuemodel(營收模式)isand how companiesuse variousrevenuemodels
•Howtocreateaneffectivebusinesspresence(商務
形象)on theWeb
•WhatfactorsenhanceWebsiteusability(網站實用 性)
•Howcompaniesuse theWeb toconnectwith
customers 125. 1.RevenueModelsforOnline Business
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•Webbusinessrevenue-generatingmodels
–Webcatalog
–Digitalcontent(fee-for-content)
–Advertising-supported
–Advertising-subscriptionmixed
–Fee-based(Fee-for-TransactionRevenueModels, Fee-for-Service RevenueModels)
•Samemodelcanworkforbothsaletypes
–Business-to-consumer(B2C)
–Business-to-business(B2B) 126. a)WebCatalogRevenueModels
()
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•Adaptedfrommail-order(郵購)orcatalog model(型
錄模式)
–Sellerestablishesbrandimage
–Printedinformation mailedto prospectivebuyers
•Ordersplacedbymailorphone
•Expandstraditional model
–Replacesor supplementsprintcatalogs
–Ordersplacedthrough Web site
–Creates additionalsalesoutletforexistingcompanies
•EarlyyearsofeCommerce
–Shoppersusedthe Webtoobtaininformationabout products andcompare prices andfeatures 127. WebCatalogRevenueModels(cont’d.)
•Discountretailers
–Some discountersbeganasretailoperationsonline,
e.g.,Overstock.com
–Traditionalretailers,were reluctantto implement onlinesales,nowusingWeb catalogrevenuemodel: Walmart
•Multiplemarketingchannels(行銷通路)
–Allowsmore customers tobe reachedat alowercost
–Marketingchannelexamples
•Physical stores
•Websites
•Mailedcatalogsornewspaperinsert
5 130. WebCatalogRevenueModels(cont’d.)
•Addingthepersonaltouch
–Many apparel(服裝)sellersadaptedcatalogsales
modelto Web
–Displayclothingphotoscategorizedby type
•Prices, sizes,colors, and tailoringdetails
–Wantcustomers toexamineclothingonline
•PlaceordersthroughWebsite
–Somesites offeronlineWeb shoppingassistance,text andvideochat
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8 131. WebCatalogRevenueModels(cont’d.)
•Personalshopper(個人購物)
–Anintelligentagentprogram thatlearnspreferences
andmakes suggestions
IBM's PersonalShopping
IBM’sPersonalShoppingAssistantusesintelligentagenttechnologyto
helptheInternetshopperortheInternetshopownertofindthedesired itemquicklywithouthavingtobrowsepageafterpageofthewrong merchandise.WiththePersonalShoppingAssistant,storesand merchandisearecustomizedastheintelligentagentlearnedtheshopper's preferencesashe/sheentersin anyon-linemallorstoresorlookingat specificmerchandise.Itcouldalsoarrangethemerchandisesothatthe items youlike themostarethefirstoneyousee.Finally,Personal ShoppingAssistantautomatesyourshoppingexperiencebyremindingyou toshopwhena birthday,ananniversaries,oritemthatison saleoccurred. 132. WebCatalogRevenueModels(cont’d.)
•Virtual model()
–Graphic imagebuiltfrom
customermeasurements
–Allowscustomers totry clothes
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Someretailersreportthat thedollar amountof ordersplacedbycustomerswho usethevirtualmodelissignificantlyhigherthanotherorders.
10 133. WebCatalogRevenueModels(cont’d.)
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•Problem:varyingcomputermonitorcolor settings
–Itis difficultforcustomerstogetanaccurateideaof
whatthe product’scolorwilllooklikewhenitarrives
–Solutions:sendfabric swatch on requestand/oroffer generousreturnpolicies
•Givesthe customera sense of thecolor andfabric’s
texture
•Allow customerstoreturnunused merchandiseforanyreason 134. b)Fee-for-Content RevenueModels
•Firmsowningwritteninformationor informationrights
–AdopttheWebas ahighlyefficientdistribution
mechanism
–Use the digitalcontentrevenuemodel
•Sell rightsto access informationtheyown
•Legal,academic,businessand technicalcontent
–LexisNexis:offersvariety of informationservices for lawyers andlawenforcementofficials (執法人員)
–Subscriptionsandindividual
access rights toonlineacademicjournalsandother publications
12 135. Fee-for-Content RevenueModels (cont’d.)
•Academicinformationaggregationservices
–Purchaseandresellrightsin subscriptionpackagesto schools,libraries,companies,andnot-for-profit institutions
•DowJonesprovidesbusiness- focusedpublicationsonline
–One of the firstpublishersto create aWeb site for sellingsubscriptionsto digitizednewspaper, magazine,andjournalcontent
–Onlinecontentmanagementandintegrationservice:subscriptionstoindividualsforpurposesofbusinessresearch,jobsearches,orinvestmentanalysis
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13 136. ElectronicBooks
•Canbe read orlistenedto
–Electronic bookscan bedisplayed onmobilephone andtablet deviceappsaswell as oncomputersusing the appropriatebookreadersoftware
•Physicalandelectronicbookswillcoexistforyears
–Amazon.comannounced in 2011itwasselling more
electronicbooks than paperbooks.
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14 137. OnlineMusic
•Recordingindustryslowto embraceonlinedistributionof
music
–Digit productscan be easily copiedonce purchased
•Largeststores:AmazonMP3,Apple’s iTunes, GooglePlay
–Sellsinglesongs(tracks)forabouta dollareach
–Sellalbumsatvariousprices(mostbetween$5and$12)
•Subscriptionservicesto streammusic
–Streammusicto yourdevicefora monthlyfeeratherthancharging forspecificsongsoralbums
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5 138. OnlineMusic (cont’d.)
–Firsttime in14 years
16
•Complications
–Nosinglestoreoffersallmusic
–Individualstorespromote their ownmusicfileformats
•DigitalRightsManagement(DRM,數位版權管理) software
–Onlinemusicsellersrequiredbuyers todownloadand
install
–Usedto limit the number ofcopiesthatcouldbe made of each audiofile
•Musicindustry
–Reportsincreasedsalesin2013(afteryears of sufferingdeclinesduetoillegalcopying) 139. OnlineVideo
–Videodeliverytechnologiesbecomingtransparent
17
•Canbesold or rentedonline
–Downloadedorstreamed
•Pastlimitations
–Largefilesize(makedownloadtimes longand streamingfeeds uneven)
–Salesmight weakenother salesof thevideo
–Technologicalbarriersarounddevices
•Overcomingtheissues
–Newtechnologiesimprovingdelivery
–Companiesincorporatingonlinedistributioninto revenuestrategy 141. c)Advertisingas a RevenueModel Element
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•Advertisers’feesin placeofusers’subscriptions
–The feeschargedareusedtosupporttheoperationof
the Website
•Advertising-supportedrevenuemodels
–Usedby UnitedStatesbroadcast networktelevision
•Providesfreeprogrammingandadvertising messages
•Supportsnetworkoperationssufficiently 142. Advertising-SupportedRevenue Models(cont’d.)
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•Onlineadvertisingchallenges
–Difficultyofmeasuringandchargingsitevisitorviews
•Multiple measurements:numberof visitors, numberofuniquevisitors, numberof click-throughs, orother attributesof visitorbehavior
–Stickiness(黏著度)
•Keeping visitorsatsite andattracting repeatvisitors
•Peoplespend moretimeat astickyWebsiteand arethusexposedto moreadvertising 143. Advertising-SupportedRevenue Models(cont’d.)
•Obtaininglargeadvertiserinterest
–Requires demographicinformation(人口統計信息)collection
(mostsuccessful advertisingistargetedat specificgroups)
–demographicinformationincludes thingssuchasaddress, age, gender,incomelevel, typeof job,hobbies, and religion
–Characteristics setused togroupvisitors
•Canobtainlargeadvertiserinterestby:
–Usinga specializedinformationWebsite
•Drawa specialized audiencecertain advertiserswant
toreach
21
©CengageLearning2015 144. 己，一L歹三::Ll 、「、二， 包可‘
General intereststrategy
Adve叫iserspaylowratestoreachlargenumbersofundi付erentiatedvisitors
/z_2 r_J_.室主"-_，:_，
Specificintereststrategy
Advertiserspayhighratestoreachsmallnumbersofvisitorswithspecificinterestsrelatedtothetheme ofthesite
日
Collectionofspecificinterests
Advertiserspayhighratesforadsonspecificpagesthat appealtovisitorswithspecificinterestsrelatedtothosepagesor sectionsofthesite
FIGURE3-2Threestrategiesforanadve付ising-suppo付edrevenuemodel
22
。CengageLearning2015 148. Advertising-SupportedNewspapers
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•Newspapersormagazinespublishonlineversionof
printcontent
–Selladvertisingtocover Web site costs
–Newspaper’sWeb presence
•Providesgreaterexposureandadvertisingaudience
•Can divert(轉移)sales fromtheprintedition(experiencesalesloss) 150. Advertising-SupportedOnline ClassifiedAdSites
15
0
•Targeted classifiedadvertisingsites
–Can commandhigher ratesthangeneraladvertising
–Each ad is placedina specificclassification andonly readersinterestedinthat typeof adwill readthat classification
•Examples:Webemploymentadvertising
–Mostsuccessful targetedclassifiedadvertisingcategory
–CareerBuilder.com:Whena visitor specifies aninterest term,theresultspagecan include a targetedadforwhich anadvertiserwill paymorebecause it is directedataspecificmarketsegment
–Monster.com:targetspecific categoriesof jobseekersbyincluding shortarticlesontopics of interest. 151. Advertising-SupportedOnline ClassifiedAdSites(cont’d.)
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•Advertising-subscriptionmixedrevenuemodels
–Subscriberspay feeandacceptsome advertising
•Lessadvertisingthan advertising-supportedsites
–Thesiteallowsnon-subscribingvisitors toviewthe classifiedads andcertain stories fromthe newspaper, butmostofthecontentis reserved forsubscribers whopay an annualfee foraccess to the site
–Examples:TheWall StreetJournal,TheNewYork Times 153. d) Fee-for-TransactionRevenueModels (按交易收費的營收模 式)
introduced
31
•Servicefeecharged
–Basedontransactionnumberorsize
•Websiteoffersvisitortransactioninformation
–Personalservice formerly providedbya humanagent
•Valuechain
–Disintermediation()
•Intermediary(humanagent)removedfroma valuechain
•Thewebsitesprovideoptionsandexecutetransactions, thataremuchlessexpensivethantraditionaltransactionserviceproviders
–Reintermediation()
•Newintermediary(fee-for-transactionWeb site) 154. Fee-for-TransactionRevenueModels (cont’d.)
salaries,overhead,andprintingor mailingcost)
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•Stockbrokeragefirms(股票經紀公司)
–Originalfull-linebrokerschargedrelativelyhigh commissions(therates were set by a government agency)
•Theydid not chargefortheadvices
•Theycould not competeonprice, the best wayto
competewas tooffermoreand betterinvestmentadvice
–1990s:disintermediationdueto brokers faced competitionfromonlinefirms
•Firmscan offerinvestmentadvice postedontheirWeb
pages orsent ine-mailednewsletters
•Without manyof thecostsof distributing theadvicethat traditional brokershadincurred(such asstockbroker 155. Fee-for-TransactionRevenueModels (cont’d.)
•Insurancebrokers(保險經紀人)
–Insurance companieswereslowtoofferpoliciesand
investments forsaleonline
–Quotesmith:
•offeredInternetpolicy price quotesdirectly topublic
(1996)
•Independentinsuranceagents:disintermediated
–ProgressiveWebsite:
•Providesquotesforbothits insuranceproductandforitscompetitors’ products.
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156. Fee-for-TransactionRevenueModels (cont’d.)
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•Eventtickets
–Weballowsevent(concerts,shows,andsporting events) promotersto sellticketsfromonevirtual locationto customers worldwide
–Onlineagenciesearn a feeon every ticketsold
•Ticketmaster(example)
–Web created secondaryticketmarket
•Brokersconnecting ticket ownerswithbuyers
•Earnfees onticketsresold for others,buyticket blocks
–Web created easy-to-find central marketplace, facilitatingbuyer-sellernegotiations 157. ticketmaster
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。CengageLeaming2015 158. Fee-for-TransactionRevenueModels (cont’d.)
•Onlinebankingand financial services
–Financialservicesdonotinvolveaphysicalproduct
–Easy toofferon Web
–Slowtotake offduetoconcernsaboutsecurity
–Since2010,thegeneralleveloftrustinonline
serviceshas increased
–About 84 percentof allU.S. householdsuse online bankingservicestoday
© CengageLearning2015
36 159. Fee-for-TransactionRevenueModels (cont’d.)
•Onlinebankingand financial services (cont’d.)
–Growingparticipationas servicesbecome more
widelyavailable
–Billpresentmentservice()
•Providesanelectronicversionof an invoice orbilling statement(creditcardormobile phoneservicesstatement)withall of thedetails
•Allowsto viewall ofthebills and payeach of themwith a single click
–Accountaggregationtools()
•Toobtain bank, investment,loan,andother financial accountinformationfrommultiple Websites and
display it all in one location atthebank’sWebsite
37 160. Fee-for-TransactionRevenueModels (cont’d.)
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•Travel
–Travelagencyrevenuemodel:receivefeeforfacilitatingatransaction(airplaneticket,hotelreservation,autorental,orvacationpackage)
–Travel sites generaterevenuethrough:
•Commissions
•Websiteadvertising fees(advertising-feerevenue model)
–Theonlinetravelsites wereabletodisintermediate
many traditionaltravel agencies
•Theywereable tonegotiatebetterdealsonhotelrooms andairlineseatsthat theypurchasedforresale 162. Fee-for-TransactionRevenueModels (cont’d.)
•Automobilesales
–Websitesimplementthefee-for-transactionrevenue
modeldifferently
–Informationservice(Autobytel, Edmunds.com)
•Theweb sites offeranindependentsource of information,reviews,andrecommendationsregarding auto makesandmodels;locate local dealers
–Carsalesperson:disintermediated
•Thefirmlocatesdealersinthebuyer’sareathat arewilling to sell the carspecified bythebuyer
•Buyercanpurchase thecarwithout negotiatingwith a
salesperson
•Website: new intermediary(reintermediation)
•Could reducethetransaction costsintheprocess
40 163. Fee-for-TransactionRevenueModels (cont’d.)
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•Realestateandmortgageloans
–Brokeragefirmsand individualrealestatebrokers
featureonlineinformationon properties
–Havinga strongonlinepresence, including informationaboutproperties,alongwithcontact informationforindividualbrokers affiliated
–2008financialcrisis
•Dramaticallyreducednumberof mortgagebrokersinbusiness
•Somebrokersstillprovideinformationand takes
mortgageloanapplicationsonline 164. e)Fee-for-ServiceRevenueModels
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•CompaniesofferWebservice
–Fee basedonthevalueoftheserviceprovided
•Not abroker service
•Not basedontransactions-processednumberorsize
•Onlinegames
–Salesrevenuesource
•Advertising (anolderconceptinthepast);pay-to-play forpremiumgames;subscription fees
–Gamesdesignedto be playedon mobiledevices
•Oneof thefastest growingsegments 165. Fee-for-ServiceRevenueModels (cont’d.)
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•Professionalservices
–Medical,legalandotherprofessionalpractices
•Patientsor clients mayset appointmentsandreceiveonline consultation
•Concernsaboutprotecting the privacyof their patients
orclientsonlinearise
–Web sites offer generalhealthcare professionals
•Havebeenreluctant tosell specificadvicesonline
•Experiencing difficulty of diagnosing medical problems
without a physicalexamination 166. FreeforMany,Feefora Few
•Economics ofmanufacturing
–Differentforphysicalanddigitalproducts
–Unit costhighpercentageof physicalproducts
–Unit costverysmallfordigitalproducts
•Leadstoadifferentrevenuemodel
–Offerbasicdigitproduct tomany for free
–Chargea fee tosome for differentiated products
•Examples:Yahooe-mailaccounts
•Enhanced version:no advertisement,able to send large
attachments,morestoragespace fortheire-mails.
•Inverselogic applied tophysicalproducts: freesamplesto
attract sales(cookie samples)
44 167. 2.Creating anEffectiveBusiness PresenceOnline
•Organization’spresence
–Publicimageconveyedtostakeholders(利害關係人)
–Usuallynot importantor tendnot to worry
•Until growthreachessignificantsize
–Stakeholders
•Customers,suppliers, employees,stockholders, neighbors, andgeneral public
•EffectiveWeb presence
–Criticaleven forsmallestandnewestWeboperating
firms
–Stakeholdersof aWebbusinessknowthe company onlythrough itsWebpresence
45 168. IdentifyingWeb Presence (網站形象) Goals
•Businessphysicalspace
–Mustsatisfymany businessneeds
•Convenientforcustomers,sufficientspaceandfeaturesto allow selling, balance inventorystoragespace andemployeeworkspace
•Oftenfails to conveya good presence
•Webbusinesssite
–Intentionallycreates distinctive()presences
–Good Web sitedistinctivedesignprovides:
•Effective image-creation/ image-enhancingfeatures
•Serveasa salesbrochure,aproductshowroom,afinancial report,anemploymentad,and acustomercontactpoint
46 169. 47
FIGURE3-5 Webpresenceobjectivesandstrategies
Objectives
Strategies
Attractingvisitors tothe Web site
IncludelinkstotheWebsite(orspecificpages)inmarketinge- mails
Makingthesiteinteresting enoughthatvisitorsstay andexplore
Productreviews,comparison features,adviceon howto use a product orservice
Convincingvisitorsto followthe site’slinksto obtaininformation
Clearlylabeledlinksthatincludea hintof theinformationto be obtainedby followingthem
Creatinganimpression consistentwiththe organization’sdesired image
Usingestablishedbranding elementssuchas logos,characters usedinother advertisingmedia,or slogans 170. © CengageLearning2015
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FIGURE3-5 Webpresenceobjectivesandstrategies
Objectives
Strategies
Buildingatrusting relationshipwithvisitors
Ensuringthe validityandobjectivity () ofinformationpresented on thesite
Reinforcingpositive imagesthatthevisitor might alreadyhaveabout the organization
Presentinginformationabout awards,linkstoexternalreviewsor articlesaboutthe organizationor its products andservices
Encouragingvisitors to returnto thesite
Featuringcurrentinformationabouttheorganizationoritsproductsandservicesthatisregularlyupdated 172. Not-For-ProfitOrganizations(非營利組織)
communicationlinks to visitors
50
•Websites’ key goals
–Informationdissemination()
•Successfulsite key elements
–Integrateinformationdissemination with fund-raisinginonelocation
–Usually justone or twoclicks awayfroma pageoffering
memberships
–Providetwo-waycontactchannel
•Websites usedto stay in touch withexistingstakeholders andidentifynewopportunitiesforservingthem
•Politicalparties:
–Offerinformationabout partypositionsonissues, recruitmembers,keepexisting membersinformed,andprovide 173. 3.WebSiteUsability(網站實用性)
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•CurrentWeb presences
–Few businessesaccomplishallgoals
–Mostfail to providevisitorssufficientinteractive contactopportunities
–ImprovingWeb presence
•Accessibleto morepeople
•Easier touse
•Encouragevisitors’ trust
•Fosterfeelingsof loyaltytowardtheorganization 174. HowtheWebIs Different
17
4
•Simplemid-1990sWeb sites
–Conveyedbasicbusinessinformation
–Fewfirmsconductedmarketresearch
–What kindsofthingspotential visitors mightwanttoobtain fromtheseWeb sites?
–Fewfirmshade-mailaddresslinks on theirsites
•Webobjectivesoftenunmet
–Failure tounderstand howWebdiffersasa mediafor presence-building
•Websites designedto createanorganization’spresence
–Contain linksto standardinformationset(the organization’s history,mission statement,productsor services,financial information,andcontact)
–Successdependentonhow thisinformationoffered 175. Meeting theNeeds ofWebSiteVisitors
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•SuccessfulWeb businesses:
–Realizeevery visitoris a potentialcustomer(partner)
•Challenge:
–To meet allmotivationsofvisitors
–Visitorsarrivewithdifferentneeds,experience,and
expectationlevels
–Problemsposedby thediversityof visitor characteristics,technologyissues (different Web browsersrunningondifferent devices,different bandwidths…) 176. Meeting theNeeds ofWebSiteVisitors (cont’d.)
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•VariedmotivationsofWebsitevisitors
–Learningaboutcompany productsor services
–Buyingproducts orservices
–Obtainingwarranty,service, andrepairpolicy information
–Obtaininggeneralcompanyinformation
–Obtainingfinancialinformation
–Identifyingpeople
–Obtainingcontactinformation
–Followinga linkintothe site whilesearchingfor informationabouta related product,service,or topic 177. MakingWebSitesAccessible (讓 網站容易親近)
•Build interfaceflexibilityoptions
–Text-onlyversion
•Thebest ways toaccommodatea broadrangeof visitorneeds, including disabilities
–Option toselectsmallergraphicimages
–Choiceofstreamingmediaconnectiontype
–User-specifiedinformationattributes
•Controversial()Websitedesignissues
–E.g.,AdobeFlashsoftware use
•CreateanimatedgraphicelementsonWebpages
•Flash files arelarge, takesa longtimeto download, nonstandardinterface, doesnot workonAppleiPhone
oriPad
55 178. MakingWebSitesAccessible(cont’d.)
56
FIGURE3-8AccessibilitygoalsforbusinessWebsites
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BusinessWebsitesneedto:
•Offereasilyaccessiblefactsabouttheorganization
•Allowvisitorstoexperiencethesiteindifferentwaysandat differentlevels
•Providevisitorswithameaningful,two-way(interactive) communicationlinkwiththeorganization
•Sustainvisitor attentionandencouragereturnvisits
•Offereasilyaccessibleinformationaboutproductsandservices andhowtousethem 179. Trustand Loyalty(信任與忠誠)
Researchersfound thata 5% increaseincustomerloyalty (theproportionofreturningcustomers)canyieldprofit increasesof 25%to 80%
•Sustainedgoodservice leadsto sellertrust
–Delivery,orderhandling, help selectingproduct,and
after-salesupport
•Repeatedsatisfactory service buildscustomerloyalty
•Customerserviceweaknesses
–Lackof integration betweencall centersand Websites (thecustomerservice representativedoesnothaveinformationaboutWebtransactions)
–Growingdisappointmentine-mailresponsiveness(slow to
respond,neverresponse)
57 180. UsabilityTesting()
58
•Usabilitytesting is the testing andevaluationof asite by
itsownertoensureease ofuse forsitevisitors.
•Recognizedimportanceof usabilitytesting
–AvoidsWeb site difficulty and confusion
•Customersleave sitewithoutbuyinganything
–Simplesiteusabilitychanges
•Includetelephonecontact information
•Staffa call center
–Learnaboutvisitorneedsby conductingfocusgroups
(焦點團體)
–Usabilitytesting cost
•Low comparedto Website designcosts 181. Customer-Centric() Web SiteDesign
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•Importantpartofsuccessfulelectronic business
operation
•Focusonmeeting allsitevisitors’needs
•Customer-centric()approach
–Putting customeratcenterofallsitedesigns
•Follow guidelinesandrecommendations
•Makevisitors’Webexperiencesmoreefficient, effective, memorable
•Givespecial considerationsformobiledevices 182. Customer-CentricWebSite Design
60
Guidelinesand recommendations
•Design the sitearoundhow customerswillnavigatethe links.
•Helpcustomersaccessinformationquickly.
•Useconcise(簡潔)descriptive language ratherthaninflated(誇 大)marketingstatementsinproduct orservicedescriptions.
•Avoid usingindustryjargon andspecializedterms.
•Build thesite to workforvisitorswhoareusing older andslowerdevices.
•Be consistent inuse of designfeaturesandcolorsthroughoutthesite.
•Avoid Webpagedesign elementsthatlooklikebannerads.
•Makesurethatnavigation controls areclearlylabeled.
•Test textvisibility on arangeof monitorsizes.
•Checkto makesure thatcolor combinationsdonot impairviewingclarity (清晰度)forcolor-blind visitors. 184. TheNatureofCommunicationon the Web
•Communicationmodes()
–Personal contact (prospecting)model
•Individually searchfor,qualify,andcontactpotential customers
•Thisapproachis calledprospecting
–Massmedia()
•Prepareadvertisingandpromotionalmaterialsaboutthefirm
anditsproductsorservices
•Delivermessagesbybroadcastingontelevisionorradio, printingin newspapersormagazines,postingonhighway billboards
•Internetmedium
–CompaniesviewtheirWebsites as broadcasts
–Provideindividualstheconvenienceof makingpersonal
contacts
62 185. Seller
Massmedia
One-to-many
Sendsafewcarefullycraftedmessagestoall
Thousandsormillionsofviewers，listeners，orreaders
Seller
VJ
m
m
仔
b
m
劃Mα
w 仔
ev
wd
h
剖 叫 別
TM 剖 m
Personalcontact
One-to-one
Salesperson
Information-seeking
Websitevisitors
Customerorprospect
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FIGURE3-9Businesscommunicationmodes 186. TheNatureofCommunicationon the Web(cont’d.)
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•Characteristics ofcommunicationmodes
–Massmedia:one-to-many communicationmodel(一
•對多傳播模式)
•Seller is active; buyerispassive
–Personalcontact:one-to-onecommunicationmodel
•Interchangeinframeworkof existingtrust relationship
–TheWeb:one-to-one,many-to-one, andmany-to- many communicationmodels
•Buyerasactive participant in determininglength, depth, andscopeof search 187. Summary
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•Businessesareusingsix mainapproachesto generate revenueon theWeb,including:theWebcatalog,digital contentsales,advertising-supported,advertising- subscriptionmixed,fee-for-transaction,andfee-for- servicemodels.
•Creatinganeffective Web presenceis criticalforthe
firms operatingon theWeb.
•CompaniescouldimprovetheirWeb presencesby makingtheirsitesaccessibleto morepeopleand easier to use.
•Firmsmustunderstandthenatureofcommunicationon the Webso they can useitto identifyandreach the largestpossiblenumberof customersandqualified prospects. 188. Exercise
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•Assumeyouarelookingtobuya laptopcomputerto useatschool.Listfivefeatures orcharacteristics thatwouldbeimportantforyou tohave in sucha device.Usingyourlist,describetheadvantagesand disadvantagesofshoppingonline(instead ofin a physicalretailstore) for thelaptopcomputer.Asyou writeyouranswer,youmightfindithelpfulto considerwhichofyour desiredfeatures or characteristics wouldbeeasieror moredifficultto evaluatewhenshoppingonline.
