Bài giảng Information Systems in Business - Chapter 9 E-Commerce Systems

e-Commerce SystemsChapter9McGraw-Hill/IrwinCopyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved.Identify the major categories and trends of e-commerce applicationsIdentify the essential processes of an e-commerce system, and give examples of how they are implemented in e-commerce applicationsIdentify and give examples of several key factors and Web store requirements need to succeed in e-commerceLearning ObjectivesIdentify and explain the business value of several types of e-commerce marketplacesDiscuss the benefits and trade-offs of several e-commerce clicks and bricks alternativesLearning ObjectivesAccess Control and SecurityE-commerce requires mutual trust and secure accessUser names and passwordsEncryption keyDigital certificates and signaturesRestricted access areasOther people’s accountsRestricted company dataWebmaster administration areasProfiling and PersonalizingProfiling captures behavior and choicesUser registrationCookie files and tracking softwareUser feedbackProfiling is used forPersonalized (one-to-one) marketingAuthenticating identityCustomer relationship managementMarketing planningWebsite managementE-Commerce Success FactorsSelection and valuePerformance and serviceLook and feelAdvertising and incentivesPersonal attention (one-to-one marketing)Community relationshipsSecurity and reliabilityDeveloping a Web StoreBuild a websiteChoose or set up web hostingUse simple design tools and templatesInclude a shopping cart and payment supportMarket the websiteInclude Web page and e-mail advertising and promotionsExchange advertising with other Web storesRegister with search engines and directoriesSign up for affiliate programsServing Your CustomersConvert visitors into loyal customersDevelop one-to-one relationship with customersCreate incentives to encourage registrationUse Web cookies to identify visitorsUse tracking services to record and analyze website behavior and customer preferencesCreate an attractive, friendly, efficient storeOffer fast order processing and paymentNotify when orders are processed and shippedProvide links to related websitesManaging a Web StoreManage both the business and the websiteRecord and analyze traffic, inventory, salesUse CRM features to help retain customersLink sales, inventory data to accounting systemsOperate 24 hours a day, seven day a weekProtect transactions and customer recordsUse security monitors and firewallsUse redundant systems and power sourcesEmploy passwords and encryptionOffer 24-hour tech supportB2B E-CommerceWholesale and supply sideBusinesses with other businessesRelies on multiple technologiesCatalog systemsTrading systemsData interchangeElectronic funds transfersE-Commerce MarketplacesOne to ManySell-side marketplacesOne supplier dictates product offerings and pricesMany to OneBuy-side marketplacesMany suppliers bid for the business of a buyerSome to ManyDistribution marketplacesUnites suppliers who combine their product catalogs to attract a larger audienceE-Commerce MarketplacesMany to SomeProcurement marketplacesUnites major buyers who combine catalogsMore competitionLower pricesMany to ManyAuction marketplacesDynamically optimizes pricesOther Clicks and Bricks StrategiesPartial e-commerce integrationJoint ventures and strategic partnershipsComplete separationSpin-off of an independent e-commerce companyBarnes and Noble’s experienceSpun off independent e-commerce companyGained venture capital, entrepreneurial culture, and flexibilityAttracted quality managementAccelerated decision makingFailed to gain market shareE-Commerce Channel ChoicesAn e-commerce channel is the marketing or sales channel created by a company for its e-commerce activitiesNo universal strategy or e-commerce channel choiceBoth e-commerce integration and separation have major business benefits and shortcomingsMost businesses are implementing some measure of clicks and bricks integrationE-Commerce Strategy ChecklistQuestions to ask and answerWhat audiences are we attempting to reach?What action do we want those audiences to take?Who owns the e-commerce channel within the organization?Is the e-commerce channel planned alongside other channels?Is there a process for generating, approving, releasing, and withdrawing content?Will our brand translate to the new channel?How will we market the channel itself?