电子商务期末考试

1.VPN: A virtual private network(VPN) is a connection that uses public networks and their protocols to send data in a way that protects the data as well as a private network world,but at a lower cost.N：Local Area Network ,Network of computers located close together.3.WANs(广域网)：Wide Area Network,Networks of computers connected over greater distance.4.TCP(传输控制协议)：Transmission Control Protocol, The TCP controls the disassembly of a message or a life into packets before it is transmitted over the Internet,and it controls the reassembly of those packets into their original formats when they reach their destinations.5.IP: Internet Protocol.The IP specifies the addressing details for each packet,labeling each with the packet’s origination and destination address.6.Development of markup language(1)SGML(标准通用标注语言)：Standard Generalized Markup Language , a meta language ,first standards established in 1986.(2)HTML: Hypertext Markup Language,it is the prevalent markup language used to create documents on the web today,first standards established in1991.(3)XML(扩展标注语言)：Extensible Markup Language uses paired start and stop tags, including data management capabilities that HTML cannot provide ,first standards established in1998.(4)XHTML: Extensible Hypertext Markup Language first standards established in2000.7.Revenue Models for Online Business (1)Web Catalog Revenue Models网上目录盈利模式In this revenue model, the seller establishes a brand image ,and then uses the strength of that image to sell through printed catalogs mailed to prospective buyers .Buyers place orders by mail or bu calling the seller’s toll-free telephone number.(2)Fee-for-Content Revenue Modles内容收费盈利模式Many companies sell subscriptions that give customers the right to access all or a specified part of the information;others sell the right to access individual items;a number of companies combine these two approaches and sell both subscriptions and individuals access rights.(3)Advertising as a Revenue Model Element广告为基础的盈利模式Is the one by broadcast network television in the United States ,including three types of this revenue models:advertising-supported revenue models,advertising-supported online classified ad sites, advertising-subscription mixed revenue models.(4)Fee-for-Transaction Revenue Models交易费用模式Businesses offer services for which they charge a fee that is based on the number or size of transactions they process.(5)Fee-for-Service Revenue Models 服务费用盈利模式Companies are offering an increasing variety of services on the Web for which they charge a fee.8.沟通媒介：网络，电视媒体，面对面沟通比较Although mass media offers the lowest level of trust ,many companies continue to use it successfully.The cost of mass media advertising can be spread over the many people in its large audiences.Thus,the cost of advertising per viewer is very low.Its low cost per viewer makes mass media advertising attractive to many companies. People watching television or listening to radio are usually in a passive and receptivestate of mind. Thus ,advertisers can include messages in mass media advertising that recipients might not consider valid or convincing if they were actively evaluating those statements. In contrast, Web users are actively engaged in the medium,with hands on the keyboard and mouse,as they view Web pages.Companies can use the Web to capture some of the benefits of personal contact,yet avoid some of the costs inherent in that approach .One way to do this is to use some of the new communication tools that the Internet provides.Blogs and social media provide ways for companies to engage in two-way online communications that more closely resemble the high-trust mass media mode.They also allow companies to achieve these benefits without incurring the high cost of traditional personal contact techniques. The level of complexity inherent in the product or services is also an important factor in media choice. Highly complex products and services are best promoted through personal contact,which allows the potential customer to ask clarifying questions during the promotional presentation.9.关于社交网站的盈利模式Revenue Models for Social Networking Sits(1)Advertising-supported Social Networking SitesSmaller social networking sites that have a more specialized appeal can draw enough visitors to generate significant amounts of advertising revenue,especially compared to the costs of running such a site.(2)Mixed-Revenue and Fee-for-service Social Networking Sites.These sites offer investment advice,stock quotes,and financial planning help. Some of the information is provided at no cost, provide personal information, and even more information is availiable to subscribers who agree to pay a fee.(3)Fee-based social networkingWeb sites generate revenue by providing virtual community interaction,Services generate advertising revenue(4)Microlending SitesFunction as clearinghouses for microlending activity.Practice of lending very small amounts of money(5)Internal social network内部社交网络Combines second-wave technology with first-wave business strategy10.组织结构（1）Markets and HierarchiesGeneral trend toward hierarchies Coase’s analysis of high transaction costs Hierarchical organizations formed Replace market-negotiated transactions Strong supervision and worker-monitoring elementsSweater example (Figure 1-7)Oliver Williamson (extended Coase’s analysis)Complex manufacturing, assembly operationsHierarchically organized, vertically integratedManufacturing innovations increased monitoring activities’efficiency effectiveness（2）Network Economic Structures Neither market nor hierarchyStrategic alliances 战略联盟(strategic partnerships)Coordinate strategies, resources, skill sets Form long-term, stable relationships with other companies and individualsBased on shared purposesStrategic partnersCome together for specific project or activityForm many intercompany teamsUndertake variety of ongoing activities12.渠道冲突与合作Channel conflicts can occur whenever sales activities on a company’s Web site interfere with its existing sales outlets. The problem is also called cannibalization because the Web site’s sales consume sales that would be made in the company’s other sales channels.Their established retailers sold many times the dollar volume than either company could ever hope to sell on their own Web sites. By making adjustments in the managers’compensation and bonus plans,the catalog division managers were given a credit for existing catalog customers who purchased goods from the Web site. This type of solution is called channel cooperation.When companies form a strategic alliance,they are operating in the network form of organization that you learned about. Companies form strategic alliances for many purposes. An increasing number of businesses are forming strategic alliance to sell on the Web.Channel cooperation(渠道合作)Selling products on web sitesSell Through a catalogRetail stores located primarily in major shopping mallsReturn at the retail store locations.Give credit for the retail store manager Give credit for catalog division managers Strategic Alliances and Channel Distribution Management战略联盟与渠道管理Strategic allianceTwo or more companies join forces Undertake activity over long time period Joining Web sites with channel distribution management firmsOvercome the obstacle by limiting the range of their online offerings. Channel ,sell fragrance and skincare products online not its clothing lines.The retail jewelry business has overcome this obstacle.E-mail, telephone, Web access, entertainment services convergenceOnline overstocks store can reach more people than a physical store and it can be updated more frequently than a printed overstocks catalog.。