电子商务概述
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迅速渗透全球的能力
• Need to create barriers to entry (e.g., lock-in)
需要制造进入壁垒（如用户锁定）
2
Internet Age: Network economies of scale / Network effects
- Each new member increases the value of the network
Time and space of transactions 交易的时间和空间
• Distributed network (Is the company at the server or the HQ?)
分布式网络（公司是在服务器还是在总部层面上？）
• Did the sale go through at the mouse click or after the processing?
Logistics is easy if products in digital form 如果产品以数字形式存在，则 物流简便
• Information products
ideally suited for EB 信息产品最适合电子商务
Storage and delivery easy 易于存储和递送
9
Agenda 教学纲要
ห้องสมุดไป่ตู้
Some ingredients of EB 电子商务组成要素
1. Search 搜索 2. Pricing 定价 3. Logistics 物流 4. Payment 支付 5. Product Representation 产品展示 6. Authentication and Security 验证及安全性 7. Legitimization 合法化 8. Dispute Resolution 解决争端
8
Source: Forrester Research
The Internet 互联网
• Communication platform 通讯平台 • Number of users 互联网用户数量
- Worldwide: About 10% of entire population
遍布全球，大约占全球总人口的10%
- Experts 通过专家 (Gomez、消费者报告、Stiftung Warentest) - Community 通过社区 (epinions, eBay, , )
16
7. Legitimization 合法化
When is an agreement/sale/transaction considered valid? 何时认为协议/销售/交易是有效的？
• Physical storage space
close to zero 实际存储空间几乎为零
4. Payment 支付
Currently, main payment method in U.S.: Credit and debit cards 目前美国主要的支付方法：贷记卡和借记卡
Direct payment between parties (eBay / PayPal) 双方直接支付
• How are product attributes communicated?
如何宣传产品属性？
The Web is a rather limited medium 网络是一种相当有局限性的媒介
• Good for information
适用于信息传递
• Limited for multimedia (bandwidth)
并遵循一种共同协议（“说同一种语言”）
• Information may pass through several other computers
信息的传输可能经过其他多台计算机 4
Began 1969 as U.S. Military Project 作为美国军方的一个项目，始于1969年
5
Internet Users Worldwide 全球互联网用户
Need for ranking
Technology assisted search 技术辅助搜索
• Search engines
搜索引擎
• Comparison search
比较搜索
11
Use additional information sources 使用其他信息来源
• Search-history of user
About 10% of entire world’s population
大约占全球总人口的10%
6
The Internet and the Web 网络与互联网
About as many pages on Web as people on Earth! 几乎和地球上的人一样多！
7
Worldwide E-Business 全球电子商务
从客户及其数据中创造出价值
• To create (and monetize) transparency
- Abbreviation EB := E-Business / E-Commerce EB为电子商务的缩写
- Note: EB is NOT dot-com, NOT Nasdaq bubble, NOT just online ads, NOT free email
其他地区 拉美 西欧 亚太 北美
图中地区与图例说明中的顺序一样
Worldwide E-Business (total), in US$ billion
全球电子商务总交易额，以10亿美元计
Worldwide EB:
US$ 3 trillion
(1/2003, est.) 全球电子商务： 3万亿美元
（2003年1月估计）
• Supply-side economies of scale
Implications
• Quantitative Qualitative change • Search for information Rank information
3
Scale
What is the Internet? 何谓互联网？
新的定价机制
• Customization and personalization, based on data
客户定制与个性化
Scale: Opportunity and threat 规模：机遇与威胁
• Speed • Ability to reach the whole Earth immediately
不利于多媒体的发展（带宽）
• Impossible for touch, smell
不可触摸、嗅闻
Problems with limited representation of product 产品展示受限的影响
• Mistrust
不信任
• Misinformation
信息误传
15
6. Authentication 验证
每个新成员增加了整个网络的价值
• Demand-side economies of scale
Vs Industrial Age: Production economies of scale
- Average price of product drops as production is increased
A very large collection of computers 极为庞大的计算机集合
• that are connected to each other 所有计算机相互连接 • that follow a common protocol (“speak the same language”)
用户的搜索历史
• Current location of user
用户目前的位置
• Connectivity of Web pages (link
structure) 网页的连接性（链接结构）
Variety of pricing mechanisms 定价机制种类
2. Pricing 定价
Exchanges (similar to financial markets)
Auctions 竞拍
Dynamic pricing 动态定价
• Based on inventory
视存货情况而定
• Based on competition
视竞争情况而定
• Based on estimate of customer’s “willingness-to-pay”
视对客户“支付意愿”的估计而定
找到、集中、创造并传递信息
• To transact
进行交易
- To buy, sell, trade, and exchange
购买、出售、交易和交换
EB enables new ways: 电子商务促成新的途径：
• To deliver value to customers
向客户提供价值
• To create value from customers and their data
Some EB technologies and tools 电子商务技术及工具
Elements of EB 电子商务要素
10
1. Search 搜索
Past: Information scarce 过去：信息稀缺 Present: Information abundant 现在：信息丰富
Need for search 搜索需要
Buyer-set price 买方定价
12
3. Logistics 物流
Physical products: 实物产品：
Better coordination with suppliers to reduce inventory 加强与供应商之间的协调以削减库存
Outsource inventory 外包库存 ()
Electronic payments (e-Cash) 电子支付
Future possibility: Micro-payments 未来的可能性：微型支付
• E.g., NetBill (purchase a single paragraph)
例如，NetBill （购买一个段落)
14
5. Product Representation 产品展示
Validity of transacting parties and of exchanged goods 交易方和交易商品的有效性
• Authenticity真实性 • Reliability可靠性 • Quality质量
Technological solutions 技术解决方案
• Public-key cryptography公钥密码 • Reputation, rating, reviews 声誉、评级、审查
Size of EB 电子商务规模
• About US$ 3 trillion (1/2003)
大约3万亿美元(1/2003)
- About 7% of entire business (worldwide)
Elements of EB 电子商务要素
Evaluating EB models 评估电子商务模式
• Shift inventory risk to supplier
将库存风险转移给供应商
Note: Physical goods always need physical delivery services 注：实物产品总是要依赖实际的递送服务
13
Information products (also called digital goods): 信息产品：
1
注：电子商务不等于网络公司,
EB Technology电子商务技术
(communication, connectivity, …)
（传播、连接等……）
Key Aspects of EB 电子商务的主要方面
New forms of value creation 新的价值创造形式
• New pricing mechanisms
What is E-Business (EB)? 何谓电子商务(EB)？
EB uses technology (especially the Internet and the Web) 电子商务利用技术（尤其是互联网和网络）
• To communicate
进行传播
- To find, aggregate, create, and deliver information
• Need to create barriers to entry (e.g., lock-in)
需要制造进入壁垒（如用户锁定）
2
Internet Age: Network economies of scale / Network effects
- Each new member increases the value of the network
Time and space of transactions 交易的时间和空间
• Distributed network (Is the company at the server or the HQ?)
分布式网络（公司是在服务器还是在总部层面上？）
• Did the sale go through at the mouse click or after the processing?
Logistics is easy if products in digital form 如果产品以数字形式存在，则 物流简便
• Information products
ideally suited for EB 信息产品最适合电子商务
Storage and delivery easy 易于存储和递送
9
Agenda 教学纲要
ห้องสมุดไป่ตู้
Some ingredients of EB 电子商务组成要素
1. Search 搜索 2. Pricing 定价 3. Logistics 物流 4. Payment 支付 5. Product Representation 产品展示 6. Authentication and Security 验证及安全性 7. Legitimization 合法化 8. Dispute Resolution 解决争端
8
Source: Forrester Research
The Internet 互联网
• Communication platform 通讯平台 • Number of users 互联网用户数量
- Worldwide: About 10% of entire population
遍布全球，大约占全球总人口的10%
- Experts 通过专家 (Gomez、消费者报告、Stiftung Warentest) - Community 通过社区 (epinions, eBay, , )
16
7. Legitimization 合法化
When is an agreement/sale/transaction considered valid? 何时认为协议/销售/交易是有效的？
• Physical storage space
close to zero 实际存储空间几乎为零
4. Payment 支付
Currently, main payment method in U.S.: Credit and debit cards 目前美国主要的支付方法：贷记卡和借记卡
Direct payment between parties (eBay / PayPal) 双方直接支付
• How are product attributes communicated?
如何宣传产品属性？
The Web is a rather limited medium 网络是一种相当有局限性的媒介
• Good for information
适用于信息传递
• Limited for multimedia (bandwidth)
并遵循一种共同协议（“说同一种语言”）
• Information may pass through several other computers
信息的传输可能经过其他多台计算机 4
Began 1969 as U.S. Military Project 作为美国军方的一个项目，始于1969年
5
Internet Users Worldwide 全球互联网用户
Need for ranking
Technology assisted search 技术辅助搜索
• Search engines
搜索引擎
• Comparison search
比较搜索
11
Use additional information sources 使用其他信息来源
• Search-history of user
About 10% of entire world’s population
大约占全球总人口的10%
6
The Internet and the Web 网络与互联网
About as many pages on Web as people on Earth! 几乎和地球上的人一样多！
7
Worldwide E-Business 全球电子商务
从客户及其数据中创造出价值
• To create (and monetize) transparency
- Abbreviation EB := E-Business / E-Commerce EB为电子商务的缩写
- Note: EB is NOT dot-com, NOT Nasdaq bubble, NOT just online ads, NOT free email
其他地区 拉美 西欧 亚太 北美
图中地区与图例说明中的顺序一样
Worldwide E-Business (total), in US$ billion
全球电子商务总交易额，以10亿美元计
Worldwide EB:
US$ 3 trillion
(1/2003, est.) 全球电子商务： 3万亿美元
（2003年1月估计）
• Supply-side economies of scale
Implications
• Quantitative Qualitative change • Search for information Rank information
3
Scale
What is the Internet? 何谓互联网？
新的定价机制
• Customization and personalization, based on data
客户定制与个性化
Scale: Opportunity and threat 规模：机遇与威胁
• Speed • Ability to reach the whole Earth immediately
不利于多媒体的发展（带宽）
• Impossible for touch, smell
不可触摸、嗅闻
Problems with limited representation of product 产品展示受限的影响
• Mistrust
不信任
• Misinformation
信息误传
15
6. Authentication 验证
每个新成员增加了整个网络的价值
• Demand-side economies of scale
Vs Industrial Age: Production economies of scale
- Average price of product drops as production is increased
A very large collection of computers 极为庞大的计算机集合
• that are connected to each other 所有计算机相互连接 • that follow a common protocol (“speak the same language”)
用户的搜索历史
• Current location of user
用户目前的位置
• Connectivity of Web pages (link
structure) 网页的连接性（链接结构）
Variety of pricing mechanisms 定价机制种类
2. Pricing 定价
Exchanges (similar to financial markets)
Auctions 竞拍
Dynamic pricing 动态定价
• Based on inventory
视存货情况而定
• Based on competition
视竞争情况而定
• Based on estimate of customer’s “willingness-to-pay”
视对客户“支付意愿”的估计而定
找到、集中、创造并传递信息
• To transact
进行交易
- To buy, sell, trade, and exchange
购买、出售、交易和交换
EB enables new ways: 电子商务促成新的途径：
• To deliver value to customers
向客户提供价值
• To create value from customers and their data
Some EB technologies and tools 电子商务技术及工具
Elements of EB 电子商务要素
10
1. Search 搜索
Past: Information scarce 过去：信息稀缺 Present: Information abundant 现在：信息丰富
Need for search 搜索需要
Buyer-set price 买方定价
12
3. Logistics 物流
Physical products: 实物产品：
Better coordination with suppliers to reduce inventory 加强与供应商之间的协调以削减库存
Outsource inventory 外包库存 ()
Electronic payments (e-Cash) 电子支付
Future possibility: Micro-payments 未来的可能性：微型支付
• E.g., NetBill (purchase a single paragraph)
例如，NetBill （购买一个段落)
14
5. Product Representation 产品展示
Validity of transacting parties and of exchanged goods 交易方和交易商品的有效性
• Authenticity真实性 • Reliability可靠性 • Quality质量
Technological solutions 技术解决方案
• Public-key cryptography公钥密码 • Reputation, rating, reviews 声誉、评级、审查
Size of EB 电子商务规模
• About US$ 3 trillion (1/2003)
大约3万亿美元(1/2003)
- About 7% of entire business (worldwide)
Elements of EB 电子商务要素
Evaluating EB models 评估电子商务模式
• Shift inventory risk to supplier
将库存风险转移给供应商
Note: Physical goods always need physical delivery services 注：实物产品总是要依赖实际的递送服务
13
Information products (also called digital goods): 信息产品：
1
注：电子商务不等于网络公司,
EB Technology电子商务技术
(communication, connectivity, …)
（传播、连接等……）
Key Aspects of EB 电子商务的主要方面
New forms of value creation 新的价值创造形式
• New pricing mechanisms
What is E-Business (EB)? 何谓电子商务(EB)？
EB uses technology (especially the Internet and the Web) 电子商务利用技术（尤其是互联网和网络）
• To communicate
进行传播
- To find, aggregate, create, and deliver information