管理信息系统(双语)第八章2.9 Chapter 8 E-Commerce Systems
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8-11
Essential e-Commerce Architecture
8-12
Access Control and Security
E-commerce processes must establish mutual trust, secure access between parties User names and passwords Encryption key Digital certificates and signatures
8-16
Workflow Management
E-business & e-commerce management depends on a workflow software engine – Software model of business processes
Workflow models express predefined
problem situations Notifies all involved stakeholders Works in tandem with user-profiling software
8-19
Collaboration and Trading
Processes support vital collaboration arrangements and trading services
– What are some of these changes? – What challenges can you think of that
did not exist in the pre-online world?
8-6
Case Questions
The companies mentioned in the case (Kitchen-Aid, RBC, Disney, Coke) were well established and enjoyed strong brand recognition well before the advent of the Internet
8-14
Search Management
Search processes help customers find the specific
product or service they want
E-commerce software packages often include a website search engine
8-10
Categories of e-Commerce
Business-toConsumer (B2C)
Virtual storefront
Multimedia catalogs
Interactive order processing
Electronic payments
Online customer support
8-20
Electronic Payment Example
8-21
Securing Electronic Payments
Network sniffers easily recognize credit card formats
Encrypt data between
customer and merchant
Companies such as BrandProtect, MarkMonitor, and NameProtect help companies fight for control of their brands and reputations
Brand protection challenges have grown exponentially
– User registration – Cookie files and tracking software – User feedback
alized (one-to-one) marketing – Authenticating identity – Customer relationship management – Marketing planning – Website management
Restricted access areas
Other people’s accounts Restricted company data Webmaster administration areas
8-13
Profiling and Personalizing
Profiling gathers data on you and your website behavior and choices
– Do you think online-only companies face the same problems as they do?
8-7
Introduction to e-Commerce
Selling
Accepting payments
Marketing Developing
E-commerce encompasses
Customized search engine may be acquired from companies like Google or Requisite Technology
Searches are often on content or by parameters
8-15
Content and Catalog Management
– How could you tell the difference?
8-5
Case Questions
Brian Maynard of KitchenAid notes that development of the Internet changed the problem of brand policing
– Using logos without permission is easy; go to a web site, grab a logo, and put it somewhere else
8-4
Case Questions
Consider your online shopping patterns
Content Management Software
– Helps develop, generate, deliver, update, and archive text and multimedia information at e-commerce websites
Catalog Management Software
McGraw-Hill/Irwin
Chapter 8
E-Commerce Systems
Copyright © 2010 by the McGraw-Hill Companies, Inc. All rights reserved.
Learning Objectives
Identify the major categories and trends of e-commerce applications
Consumer-toConsumer (C2C)
Online auctions
Posting to newspaper sites
Personal websites
E-commerce portals
Business-toBusiness (B2B)
Electronic business marketplaces Direct links between businesses, auctions, and exchanges
8-18
Event Notification
Most e-commerce applicants are event driven
Responds to customer’s first website visit, payments, and so on
Monitors all e-commerce processes Records all relevant events, including
– How much weight do you place on the presence of a name, logo, or other trademark on a Web site when purchasing goods or services?
– Do you stop to consider whether you may have been misled?
8-2
Learning Objectives
Identify and explain the business value of several types of e-commerce marketplaces
Discuss the benefits and trade-offs of several e-commerce clicks and bricks alternatives
– Helps generate and manage catalog content
Catalog and content management software works with profiling tool to personalize content
– Product configuration and mass customization
the online process of…
Delivering Servicing
Internet and other information technologies support every step of the process
8-8
Scope of e-Commerce
8-9
E-Commerce Technologies
Identify the essential processes of an e-commerce system, and give examples of how they are implemented in e-commerce applications
Identify and give examples of key factors and Web store requirements needed to succeed in e-commerce
Encrypt data between
customer and financial institution
– Sets of business rules – Roles of stakeholders – Authorization requirements – Routing alternatives – Databases used – Task sequences
8-17
Example of Workflow Management
8-3
Case 1: KitchenAid & Royal Bank of Canada
Companies doing business online must police unauthorized use of brand names, logos, and trademarks to protect their investments
– Needed by customers, suppliers, and other stakeholders to accomplish e-commerce transactions
Online communities of interest
– E-mail, chat, discussion groups – Enhances customer service – Builds loyalty
Essential e-Commerce Architecture
8-12
Access Control and Security
E-commerce processes must establish mutual trust, secure access between parties User names and passwords Encryption key Digital certificates and signatures
8-16
Workflow Management
E-business & e-commerce management depends on a workflow software engine – Software model of business processes
Workflow models express predefined
problem situations Notifies all involved stakeholders Works in tandem with user-profiling software
8-19
Collaboration and Trading
Processes support vital collaboration arrangements and trading services
– What are some of these changes? – What challenges can you think of that
did not exist in the pre-online world?
8-6
Case Questions
The companies mentioned in the case (Kitchen-Aid, RBC, Disney, Coke) were well established and enjoyed strong brand recognition well before the advent of the Internet
8-14
Search Management
Search processes help customers find the specific
product or service they want
E-commerce software packages often include a website search engine
8-10
Categories of e-Commerce
Business-toConsumer (B2C)
Virtual storefront
Multimedia catalogs
Interactive order processing
Electronic payments
Online customer support
8-20
Electronic Payment Example
8-21
Securing Electronic Payments
Network sniffers easily recognize credit card formats
Encrypt data between
customer and merchant
Companies such as BrandProtect, MarkMonitor, and NameProtect help companies fight for control of their brands and reputations
Brand protection challenges have grown exponentially
– User registration – Cookie files and tracking software – User feedback
alized (one-to-one) marketing – Authenticating identity – Customer relationship management – Marketing planning – Website management
Restricted access areas
Other people’s accounts Restricted company data Webmaster administration areas
8-13
Profiling and Personalizing
Profiling gathers data on you and your website behavior and choices
– Do you think online-only companies face the same problems as they do?
8-7
Introduction to e-Commerce
Selling
Accepting payments
Marketing Developing
E-commerce encompasses
Customized search engine may be acquired from companies like Google or Requisite Technology
Searches are often on content or by parameters
8-15
Content and Catalog Management
– How could you tell the difference?
8-5
Case Questions
Brian Maynard of KitchenAid notes that development of the Internet changed the problem of brand policing
– Using logos without permission is easy; go to a web site, grab a logo, and put it somewhere else
8-4
Case Questions
Consider your online shopping patterns
Content Management Software
– Helps develop, generate, deliver, update, and archive text and multimedia information at e-commerce websites
Catalog Management Software
McGraw-Hill/Irwin
Chapter 8
E-Commerce Systems
Copyright © 2010 by the McGraw-Hill Companies, Inc. All rights reserved.
Learning Objectives
Identify the major categories and trends of e-commerce applications
Consumer-toConsumer (C2C)
Online auctions
Posting to newspaper sites
Personal websites
E-commerce portals
Business-toBusiness (B2B)
Electronic business marketplaces Direct links between businesses, auctions, and exchanges
8-18
Event Notification
Most e-commerce applicants are event driven
Responds to customer’s first website visit, payments, and so on
Monitors all e-commerce processes Records all relevant events, including
– How much weight do you place on the presence of a name, logo, or other trademark on a Web site when purchasing goods or services?
– Do you stop to consider whether you may have been misled?
8-2
Learning Objectives
Identify and explain the business value of several types of e-commerce marketplaces
Discuss the benefits and trade-offs of several e-commerce clicks and bricks alternatives
– Helps generate and manage catalog content
Catalog and content management software works with profiling tool to personalize content
– Product configuration and mass customization
the online process of…
Delivering Servicing
Internet and other information technologies support every step of the process
8-8
Scope of e-Commerce
8-9
E-Commerce Technologies
Identify the essential processes of an e-commerce system, and give examples of how they are implemented in e-commerce applications
Identify and give examples of key factors and Web store requirements needed to succeed in e-commerce
Encrypt data between
customer and financial institution
– Sets of business rules – Roles of stakeholders – Authorization requirements – Routing alternatives – Databases used – Task sequences
8-17
Example of Workflow Management
8-3
Case 1: KitchenAid & Royal Bank of Canada
Companies doing business online must police unauthorized use of brand names, logos, and trademarks to protect their investments
– Needed by customers, suppliers, and other stakeholders to accomplish e-commerce transactions
Online communities of interest
– E-mail, chat, discussion groups – Enhances customer service – Builds loyalty