電子商務(wù)管理視角-CH02電子市場結(jié)構(gòu)、機制、經(jīng)濟和影響

chapter2e-marketplaces:structures,mechanisms,economics,andimpacts電子市場：結(jié)構(gòu)、機制、經(jīng)濟和影響1learningobjectivesdefinee-marketplacesandlisttheircomponents.listthemajortypesofe-marketplacesanddescribetheirfeatures.describethevarioustypesofecintermediariesandtheirroles.describeelectroniccatalogs,shoppingcarts,andsearchengines.describethemajortypesofauctionsandlisttheircharacteristics.2learningobjectivesdiscussthebenefits,limitations,andimpactsofauctions.describebarteringandnegotiatingonline.definem-commerceandexplainitsroleasamarketmechanism.discusscompetitioninthedigitaleconomy.describetheimpactofe-marketplacesonorganizationsandindustries.32.1e-marketplacese-marketplace anonlinemarket,usuallyb2b,inwhichbuyersandsellersexchangegoodsorservices;

thethreetypesof e-marketplacesareprivate,public,andconsortia42.1e-marketplaces52.1e-marketplaces1marketspace amarketplaceinwhichsellersandbuyersexchangegoodsandservicesformoney(orforothergoodsandservices)butdosoelectronically62.1e-marketplacescustomerssellersproductsandservicesdigitalproducts goodsthatcanbetransformedtodigitalformatanddeliveredovertheinternetinfrastructurerfrontendbackendintermediaries thirdpartiesthatoperatesbetweensellersandbuyersotherbusinesspartnerssupportservices2e-marketplacecomponentsandparticipants72.1e-marketplacesfrontend theportionofane-seller’sbusinessprocessesthroughwhichcustomersinteract,includingtheseller’sportal,electroniccatalogs,ashoppingcart,asearchengine,andapaymentgatewaybackend theactivitiesthatsupportonlineorderfulfillment,inventorymanagement,purchasingfromsuppliers,paymentprocessing,packaging,anddelivery82.2typesofe-marketplaces:

fromstorefrontstoportals1storefront asinglecompany’swebsitewhereproductsorservicesaresold2e-mall(onlinemall) anonlineshoppingcenterwheremanyonlinestoresarelocatedvisualizationandvirtualrealtyinshoppingmalls92.2typesofe-marketplaces:

fromstorefrontstoportals3typesofstoresandmallsgeneralstores/mallsspecializedstores/mallsregionalversusglobalstorespure-playonlineorganizationsversusclick-and-mortarstores102.2電子市場類型112.2typesofe-marketplaces:

fromstorefrontstoportals4typesofe-marketplacesprivatee-marketplaces

onlinemarketsownedbyasinglecompany;maybeeithersell-sideand/orbuy-sidee-marketplacessell-sidee-marketplace aprivatee-marketplaceinwhichonecompanysellseitherstandardand/orcustomizedproductstoqualifiedcompaniesbuy-sidee-marketplace aprivatee-marketplaceinwhichonecompanymakespurchasesfrominvitedsuppliers122.2typesofe-marketplaces:

fromstorefrontstoportals4typesofe-marketplacespublice-marketplaces b2bmarketplaces,usuallyownedand/ormanagedbyanindependentthirdparty,thatincludemanysellersandmanybuyers;alsoknownasexchanges132.2typesofe-marketplaces:

fromstorefrontstoportalsasinglepointofaccessthroughawebbrowsertobusinessinformationinsideand/oroutsideanorganizationtypesofportalscommercial(public)corporatepublishingpersonalmobilevoiceknowledge5informationportal142.2電子市場類型152.3transactions,intermediation,

andprocessine-commerce1sellers,buyers,andtransactionsaseller(retailer,wholesaler,ormanufacturer)sellstocustomersthesellerbuysfromsuppliers:eitherrawmaterial(asamanufacturer)orfinishedgoods(asaretailer)162.3電子商務(wù)業(yè)務(wù)、流程與中介172.3transactions,intermediation,

andprocessine-commerce2therolesandvalueofintermediariesine-marketplacesinfomediaries electronicintermediariesthatprovideand/orcontrolinformationflowincyberspace,oftenaggregatinginformationandsellingittoothers182.3transactions,intermediation,

andprocessine-commerceabroker

isacompanythatfacilitatestransactionsbetweenbuyersandsellerstypesofbrokersbuy/sellfulfillmentvirtualmallmetamediarybountysearchagentshoppingfacilitator192.3transactions,intermediation,

andprocessine-commerceintermediariescanaddressthefollowingfiveimportantlimitationsofdirectinteraction:searchcostslackofprivacyincompleteinformationcontractriskpricinginefficiencies202.3transactions,intermediation,

andprocessine-commercee-distributor ane-commerceintermediarythatconnectsmanufacturerswithbusinessbuyers(customers)byaggregatingthecatalogsofmanymanufacturersinoneplace—theintermediary’swebsite212.3transactions,intermediation,

andprocessine-commerce3disintermediationnreintermediationdisintermediation eliminationofintermediariesbetweensellersandbuyersreintermediation establishmentofnewintermediaryrolesfortraditionalintermediariesthathavebeendisintermediated,orfornewcomers222.3電子商務(wù)業(yè)務(wù)、流程與中介232.4electroniccatalogs

andothermarketmechanisms1electroniccatalogs

thepresentationofproductinformationinanelectronicform;thebackboneofmoste-sellingsitesthreedimensionsofelectroniccatalogs:thedynamicsoftheinformationpresentationthedegreeofcustomizationintegrationwithbusinessprocesses242.4電子目錄與其他市場機制252.4electroniccatalogs

andothermarketmechanisms2-1searchengine acomputerprogramthatcanaccessdatabasesofinternetresources,searchforspecificinformationorkeywords,andreporttheresults2-2software(intelligent)agent softwarethatcanperformroutinetasksthatrequireintelligence262.4electroniccatalogs

andothermarketmechanisms3electronicshoppingcart anorder-processingtechnologythatallowscustomerstoaccumulateitemstheywishtobuywhiletheycontinuetoshop272.5auctionsasecmarketmechanisms1auction acompetitiveprocessinwhichasellersolicitsconsecutivebidsfrombuyers(forwardauctions)orabuyersolicitsbidsfromsellers(backwardauctions).pricesaredetermineddynamicallybythebids282.5auctionsasecmarketmechanisms2traditionalauctionsversus e-auctionslimitationsoftraditionalofflineauctionsrapidprocessgivespotentialbuyerslittletimetomakeadecisionelectronicauction(e-auction) auctionsconductedonline3dynamicpricing pricesthatchangebasedonsupplyanddemandrelationshipsatanygiventime292.5auctionsasecmarketmechanismstypesofauctions(1)onebuyer,oneseller(2)oneseller,manypotentialbuyersforwardauction anauctioninwhichasellerentertainsbidsfrombuyers.biddersincreasepricesequentially302.5auctionsasecmarketmechanisms(3)onebuyer,manypotentialsellersreverseauction(biddingortenderingsystem) auctioninwhichthebuyerplacesanitemforbid(tender)onarequestforquote(rfq)system,potentialsuppliersbidonthejob,withthepricereducingsequentially,andthelowestbidwins;primarilyab2borg2bmechanism“name-your-own-price”model auctionmodelinwhichawould-bebuyerspecifiestheprice(andotherterms)heorsheiswillingtopaytoanywillingandableseller.itisac2bmodelthatwaspioneeredbyp312.5作為電子市場機制的拍賣322.5auctionsasecmarketmechanisms(4)manysellers,manybuyersdoubleauction auctionsinwhichmultiplebuyersandtheirbiddingpricesarematchedwithmultiplesellersandtheiraskingprices,consideringthequantitiesonbothsides332.5auctionsasecmarketmechanisms4-1benefitsofe-auctionsbenefitstosellersbenefitstobuyersbenefitstoe-auctioneers4-2limitationsofe-auctionsminimalsecuritypossibilityoffraudlimitedparticipation342.5auctionsasecmarketmechanisms4-3impactsofauctionsauctionsasacoordinationmechanismauctionsasasocialmechanismtodetermineapriceauctionsasahighlyvisibledistributionmechanismauctionsasaneccomponent352.6barteringandnegotiatingonline1onlinebarteringbartering theexchangeofgoodsorservicese-bartering(electronicbartering) barteringconductedonline,usuallyinabarteringexchangebarteringexchange amarketplaceinwhichanintermediaryarrangesbartertransactions362.6barteringandnegotiatingonline2onlinenegotiatingnegotiatedpricingcommonlyisusedforexpensiveorspecializedproductsnegotiatedpricesalsoarepopularwhenlargequantitiesarepurchasedmuchlikeauctions,negotiatedpricesresultfrominteractionsandbargainingamongsellersandbuyers372.7e-commerceinthewirelessenvironmentmobilecomputing useofportabledevices,includingsmartcellphones,usuallyinawirelessenvironment.itpermitsreal-timeaccesstoinformation,applications,andtoolsthat,untilrecently,wereaccessibleonlyfromadesktopcomputer38mobilecommerce(m-commerce) e-commerceconductedviawirelessdevicesm-business thebroadestdefinitionofm-commerce,inwhiche-businessisconductedinawirelessenvironment2.7e-commerceinthewirelessenvironment391themobilityrevolutionorganizationsareembracingmobilizedcomputingtechnologiesforseveralreasons:improvedproductivityofworkersinthefieldwirelesstelecomsupportformobilityisgrowingquicklymoreapplicationscanrunbothonlineandofflinethepricesofnotebookcomputers,wirelesshandhelds,andsmartphonescontinuetofallastheircapabilitiesincrease2.7e-commerceinthewirelessenvironment402thepromiseofm-commercelocation-basedcommerce(lbc) anm-commerceapplicationtargetedtoacustomerwhoselocation,preferences,andneedsareknowninrealtimem-commerceadoptionalthoughtherearecurrentlymanyhurdlestothewidespreadadoptionofm-commerce,manycompaniesarealreadyshiftingtheirstrategytothemobileworld2.7e-commerceinthewirelessenvironment411internetecosystem thebusinessmodeloftheinterneteconomy2.8competitioninthedigitaleconomy

anditsimpactonindustries422.8competitioninthedigitaleconomy

anditsimpactonindustrieslowersearchcostsforbuyersspeedycomparisonslowerpricescustomerservicebarrierstoentryarereducedvirtualpartnershipsmultiplymarketnichesabounddifferentiationandpersonalization（1）competitivefactors—onlinetransactionsallow:43differentiation providingaproductorservicethatisuniquepersonalization theabilitytotailoraproduct,service,orwebcontenttospecificuserpreferences2.8competitioninthedigitaleconomy

anditsimpactonindustries44(2)porter’scompetitiveanalysisinanindustrycompetitiveforcesmodel modeldevisedbyporterthatsaysthatfivemajorforcesofcompetitiondetermineindustrystructureandhoweconomicvalueisdividedamongtheindustryplayersinanindustry;analysisoftheseforceshelpscompaniesdeveloptheircompetitivestrategy2.8competitioninthedigitaleconomy

anditsimpactonindustries452impactonwholeindustriespatientself-careisgrowingrapidlytheamountoffreemedicalinformationisexplodingpatientempowermentisgainingimportanceincreasingelectronicinteractionamongpatients,hospitals,pharmacies,etc.2.8competitioninthedigitaleconomy

anditsimpactonindustries462impactonwholeindustriesincreasingdigitalhospitalandotherhealth-carefacilitiesdatacollectedaboutpatientsisgrowinginamountandqualityeasyandsharedaccesstopatientdataeldercareandspecialtypesofcareareimprovingsignificantlyduetowirelesssystemsincreasingneedtoprotectpatientprivacyandcontaincost2.8competitioninthedigitaleconomy

anditsimpactonindustries472.9

impactsofecon

businessproces