You are on page 1of 42

Management8

Chapter Information Systems

Chapter 8 : Electronic Business & Electronic Commerce

Thương mại điện tử và

các hệ thống thông tin

quản lý giữa các tổ chức

8.1
Management Information Systems

Chapter 8 : Electronic Business & Electronic Commerce


OBJECTIVES

Mục tiêu:
• giới thiệu cho sinh viên về
• Thương mại điện tử và kinh doanh điện tử
• Các loại hình Ecommerce: B2C, B2B, C2C
• Công nghệ Internet có thể hỗ trợ quản lý &
kết hợp các qui trình kinh doanh nội bộ và
quản trị kênh cung cấp như thế nào
• Các HT thanh toán chính trong
Ecommerce
• Các thử thách về tổ chức & quản lý được
đặt ra bởi Ebusiness & Ecommerce
8.2
Management Information Systems

Chapter 8 : Electronic Business & Electronic Commerce

Electronic Commerce Defined

• E-Commerce – online exchange of


goods, services, and money between
firms, and between firms and their
customers
– More than just buying and selling:
• Pre-sale events and marketing
• After-sale customer service

8.3
Management Information Systems

Chapter 8 : Electronic Business & Electronic Commerce

Electronic Commerce Defined


• Electronic Commerce Business
Strategies
– Brick-and-mortar
• Traditional, physical companies
– Click-only (“virtual”) companies
• Online only
• Example: eBay
– Click-and-mortar (or “Brick & Click”)
• Both physical and virtual
– Challenge: increased IS complexity
8.4
Management Information Systems

Chapter 8 : Electronic Business & Electronic Commerce


ELECTRONIC BUSINESS, ELECTRONIC COMMERCE, AND THE EMERGING DIGITAL FIRM

Internet Technology

• Information technology
infrastructure: Provides a universal
and easy-to-use set of technologies and
technology standards that can be
adopted by all organizations
• Direct communication between
trading partners: Disintermediation
removes intermediate layers, streamlines
process

8.5
Management Information Systems

Chapter 8 : Electronic
ELECTRONIC BUSINESS, ELECTRONIC Business & Electronic
COMMERCE, AND THECommerce
EMERGING DIGITAL FIRM

Internet Technology

• Round-the-clock service: Web sites


available to consumers 24 hours a day

• Extended distribution channels:


Outlets created for attracting customers who
otherwise would not patronize

• Reduced transaction costs: Costs of


searching for buyers, sellers, etc. reduced

8.6
Management Information Systems

Chapter 8 : Electronic Business & Electronic Commerce


ELECTRONIC BUSINESS, ELECTRONIC COMMERCE, AND THE EMERGING DIGITAL FIRM

New Business Models and Value Propositions

Business Model:
• Defines an enterprise

• Describes how the enterprise delivers a


product or service

• Shows how the enterprise creates wealth

8.7
Management Information Systems

Chapter 8 : Electronic Business & Electronic Commerce


Chapter 8 : Electronic Business & Electronic Commerce
ELECTRONIC BUSINESS, ELECTRONIC COMMERCE, AND THE EMERGING DIGITAL FIRM

The Changing Economics of Information

• Information asymmetry: One party in


a transaction has more information than
the other

• Increases richness: Depth and detail


of information

• Increases reach: Number of people


contacted

8.8
Management Information Systems

Chapter 8 : Electronic Business & Electronic Commerce


ELECTRONIC BUSINESS, ELECTRONIC COMMERCE, AND THE EMERGING DIGITAL FIRM

The Changing Economics of Information

New levels of richness and reach attainable


Richness

ENABLERS

Explosion of connectivity

Dissemination of

standards

Reach

Figure 4-1
8.9
Management Information Systems

Chapter 8 : Electronic Business & Electronic Commerce


ELECTRONIC BUSINESS, ELECTRONIC COMMERCE, AND THE EMERGING DIGITAL FIRM

Internet Business Models

• Virtual storefront: Sells goods, services


on-line

• Information broker: Provide info on


products, pricing, etc.

• Transaction broker: Buyers view rates,


terms from various sources

8.10
Management Information Systems

Chapter 8 : Electronic Business & Electronic Commerce


ELECTRONIC BUSINESS, ELECTRONIC COMMERCE, AND THE EMERGING DIGITAL FIRM

Internet Business Models

• Online Marketplace: Concentrates


information from several providers

• Content provider: Creates revenue


through providing client for a fee, and
advertising

8.11
Management Information Systems

EELECTRONIC BUSINESS,Chapter 8 : Electronic


ELECTRONIC Business & Electronic
COMMERCE, AND THE Commerce
EMERGING DIGITAL FIRM

Internet Business Models

• On-line service provider: Provides


service, support for hardware, software
products

• Virtual community: Chat room, on-line


meeting place
• Portal: Initial point of entry to Web,
specialized content, services

8.12
Management Information Systems

Chapter 8 : Electronic
ELECTRONIC BUSINESS, ELECTRONIC Business &AND
COMMERCE, Electronic
THE Commerce
EMERGING DIGITAL FIRM

Internet Business Models

• Syndicator: Online content provider that


aggregates information from several
sources sold to other companies

• Auction: Products, prices, change in


response to demand. Used in online
marketplaces

8.13
Management Information Systems

Chapter ELECTRONIC
8 : Electronic Business & Electronic Commerce
COMMERCE

Internet Business Models

• Dynamic pricing: real-time interactions


between buyers and sellers determine
worth of items

• Banner ad: Graphic display used for


advertising, linked to the advertiser’s Web
site

8.14
Management Information Systems

Chapter 8 : Electronic Business & Electronic Commerce


ELECTRONIC COMMERCE

Categories of Electronic Commerce

• Business-to-customer (B2C): Retailing


of products and services directly to
individual customers

• Business-to-business (B2B): Sales of


goods and services among businesses

• Consumer-to-consumer (C2C):
Individuals use Web for private sales or
exchange

8.15
Management Information Systems

Chapter 8 : Electronic Business & Electronic Commerce


ELECTRONIC COMMERCE

Electronic Commerce Information Flows

8.16
Management Information Systems

Chapter 8 : Electronic Business & Electronic Commerce


ELECTRONIC COMMERCE

Business-To-Business Electronic Commerce

Automation of purchase, sale transactions


from business to business
• Private industrial networks (private
exchanges): Coordination between
companies for efficient supply chain
management and collaborative activities

• Net marketplaces: On-line marketplaces,


point-to-point connections, integrated
information

8.17
Management Information Systems

Chapter 8 : Electronic Business & Electronic Commerce

Business-to-Business Electronic Commerce

• Electronic Data Interchange


– Definition – EDI refers to the transmission of
business documents between organizations via
networks
– “EDI is the forefather of B2B”
– Estimated $500 billion worth of goods
per year
– EDI: usually over value-added networks
(VANs)
8.18
Management Information Systems

Chapter 8 : Electronic Business & Electronic Commerce

Business-to-Business Electronic Commerce

• Electronic Data Interchange


– Advantages
• Wide variety of business documents
• Streamlines business processes
• Reduced document handling
• Shortens time of business transaction
• Reduces errors

8.19
Management Information Systems

Chapter 8 : Electronic Business & Electronic Commerce

Business-to-Business Electronic Commerce

• Electronic Data Interchange


– Disadvantages
• Costly to implement
• Costly to maintain
• Requires skilled technicians
• Often too costly for small or medium-sized
companies

8.20
Management Information Systems

Chapter 8 : Electronic Business & Electronic Commerce

Business-to-Business Electronic Commerce

• The Internet Changed Everything


– B2B now available to companies of all
sizes
– Intranet – internal, private network using
Web technologies to facilitate
transmission of proprietary information
within the organization
– Extranet – two or more firms using the
Internet to do business together
8.21
Management Information Systems

Chapter 8 : Electronic Business & Electronic Commerce

Business-to-Business Electronic Commerce

• Intranet System Architecture


– Firewalls – hardware devices with special
software that prevent unauthorized access
– An intranet server is placed behind the firewall
– Packets are never routed outside the firewall,
but remain within the organizations network

8.22
Management Information Systems

Chapter 8 : Electronic Business & Electronic Commerce

Business-to-Business Electronic Commerce


• Intranet Applications
– Training
– Application Integration
• Enterprise Resource Planning (ERP)
• Customer Relationship Mangement (CRM)
• Sales Force Automation (SFA)
– Online Entry of Information
– Real-Time Access to Information
– Collaboration

8.23
Management Information Systems

Chapter 8 : Electronic Business & Electronic Commerce

Business-to-Business Electronic Commerce

• Extranet System Architecture


– Extranet
• Connects two or more business partners
• Like an intranet
• Same software, hardware, and networking
• Additional component:
– Virtual Private Network (VPN)
– Secure transmission of proprietary info

8.24
Management Information Systems

Chapter 8 : Electronic Business & Electronic Commerce

Business-to-Business Electronic Commerce


• Extranet System Architecture
– Virtual Private Network (VPN)
• Tunneling
– A technology that encapsulates, encrypts, and
transmits data over the Internet
– A secure “tunnel” is created over the VPN
connecting the two intranets
• Authentication
– Confirms the identity of the remote user who is
attempting to access information from the Web
server

8.25
Management Information Systems

Chapter 8 : Electronic Business & Electronic Commerce

Business-to-Business Electronic Commerce

• Extranet Applications
– Supply Chain Management
• Example: Dell Computers
– Real-Time Access to Information
• Example: CSX railroad
– Collaboration
• Example: Caterpillar

8.26
Management Information Systems

Chapter 8 : Electronic Business & Electronic Commerce

Business-to-Business Electronic Commerce

• Enterprise Portals
– Enterprise portals
• Extranets for business partners
• Access points (or front doors) by which a
business partner accesses secured,
proprietary information from an organization

8.27
Management Information Systems

Chapter 8 : Electronic Business & Electronic Commerce

Business-to-Business Electronic Commerce


• Enterprise Portals
– Distribution portals
• Automate the business processes in selling products
to multiple buyers
– Procurement portals
• Automate the business processes that occur before,
during, and after sales have been transacted
– Trading Exchanges
• Electronic marketplaces run by 3rd-party vendors
• Revenues are from commissions on transactions

8.28
Management Information Systems

Chapter 8 : Electronic Business & Electronic Commerce

Business-to-Consumer Electronic Commerce

• B2C
– Internet – fastest acceptance of any
communications technology
– Retail transactions between a company
and end consumers
– Electronic retailing (e-tailing)

8.29
Management Information Systems

Chapter 8 : Electronic Business & Electronic Commerce

Business-to-Consumer Electronic Commerce


• Stages of B2C E-Commerce
– E-Information
• Disseminate information globally
• Example: Ferrari
– E-Integration
• Consumer-driven access to information
• Example: Allstate and Burlington Northern Santa Fe
– E-Transaction
• Interactive communication and transaction support
• Example: eBay and Priceline.com

8.30
Management Information Systems

Chapter 8 : Electronic Business & Electronic Commerce


ELECTRONIC COMMERCE
Business-To-Consumer

• Customer-centered retailing: Closer,


yet more cost-effective relationship with
customers

• Web sites: Provide information on


products, services, prices, orders

8.31
Management Information Systems

Chapter 8 : Electronic Business & Electronic Commerce


ELECTRONIC COMMERCE
Business-To-Consumer

• Disintermediation: The removal of


organizations or business process layers
responsible for certain intermediary steps
in a value chain

• Reintermediation: The shifting of the


intermediary role in a value chain to a new
source

8.32
Management Information Systems

Chapter 8 : Electronic Business & Electronic Commerce


ELECTRONIC COMMERCE

Benefits of Disintermediation to the Consumer

Cost/

Sweater

Manufacturer Distributor Retailer Customer $48.50

Customer $40.34
Manufacturer Retailer

Manufacturer $20.45
Customer

8.33 Figure 4-2


Management Information Systems

Chapter 8 : Electronic Business & Electronic Commerce


ELECTRONIC COMMERCE
Interactive Marketing and Personalization

Web personalization:

• Benefits of using individual sales people

• Dramatically lower costs

8.34
Management Information Systems

Chapter 8 : Electronic Business & Electronic Commerce


ELECTRONIC COMMERCE

Web Site Personalization

Figure 4-3

8.35
Management Information Systems

Chapter 8 : Electronic Business & Electronic Commerce


ELECTRONIC COMMERCE
M-Commerce and Next Generation Marketing

Mobile commerce (m-commerce):


• Wireless devices used to conduct both
business-to-consumer and business-to-
business e-commerce transactions over
the Internet

• Extend personalization by delivering new


value-added services directly to
customers at any time and place

8.36
Management Information Systems

Chapter 8 : Electronic Business & Electronic Commerce


ELECTRONIC COMMERCE

Customer Personalization

8.37 Figure 4-4


Management Information Systems

Chapter 8 : Electronic Business & Electronic Commerce


ELECTRONIC COMMERCE

A Private Industrial Network

Figure 4-5
8.38
Management Information Systems

Chapter 8 : Electronic Business & Electronic Commerce


ELECTRONIC COMMERCE

A Net Marketplace

Figure 4-6
8.39
Management Information Systems

Chapter 8 : Electronic Business & Electronic Commerce


ELECTRONIC COMMERCE

Exchanges: Third-party net marketplace

• Primarily transaction oriented

• Connects buyers and suppliers for spot


purchasing

8.40
Management Information Systems

Chapter 8 : Electronic Business & Electronic Commerce


ELECTRONIC COMMERCE
Electronic Commerce Payment Systems

8.41
Management4
Chapter Information Systems

Chapter 8 : Electronic Business & Electronic Commerce

THE DIGITAL FIRM:


ELECTRONIC
BUSINESS AND
ELECTRONIC
COMMERCE

8.42

You might also like