电子商务

By BylineTin Wu on 
参考教材：电子商务

导论

1，一般商务模型：交易方A-市场-交易方B

2，电子商务模型：交易方A-网络虚拟市场-交易方B

3，将从环境、市场、消费者、企业四个方面授课

4，老师讲一半内容，学生讨论一半内容，分组，每组读一本与课程相关的书籍（需要汇报，需要15min以内，从第五周开始每个周两个组）；案例分析；实践操作（找一个产品尝试一下，如果我们是公司的营销人员，完全抛开已有产品，我们怎么做，怎么设计产品，这个放在学期后集中展示）

5，平时成绩分为考察成绩和加分成绩；考查成绩分为3-4此考察；加分成绩以平时讨论发言、回答问题等为依据。期末只有答疑、没得串讲。成绩五五开，平时成绩极其重要，而且会有考勤。如果来不了可以向老师申请，老师会布置其他的作业。期末如果是开卷，就是考试或者写paper。想得高分关键在平时。如果是闭卷，会是简答、论述、案例分析，从来不考察概念啥的。

6，老师及其注意上课纪律，上课手机一响基本凉凉。一定要静音，而且不要拿起手机，更不要去玩。

7，实验操作目前打算推一个家庭教育为主的公众号“家长学习营”（湖北省老教授协会）以小组为单位用所学理论展开实践工作。

8，教材以黄敏学的《电子商务》为主。可以参考《下一个社会的管理》（德鲁克）；《必然》（凯文凯利）；《大数据时代》（舍恩伯格）；《长尾理论》（安德森）《未来是湿的》（舍基）；《世界是平的》；《认知盈余》；《新消费者理念》；《社交电商》；《四维人类》；《体验营销》

9，阅读这些有点旧的书主要是把握趋势。要有敏锐的嗅觉，又不能走太靠前。

10，cnnic.net.cn中国互联网信息中心。有非常多的统计资料可供学习。Paidai.com有很多电子营销的朋友讨论。

11，不会全部点名，但是会上课抽查，一旦抽到就凉凉。

第一章：互联网与电子商务时代

第1章课后阅读与思考.docx

必读书目和网站.pdf

前言.pdf

第45次.pdf

1，老师ppt上的问题有大概率和课程相关，可以优先该节课所讲主题出发。

2，互联网发展的三个阶段：

创新阶段：1961-1974

机构化阶段：1975-1994

商业化阶段：1995-至今

3，作业：要求阅读《第45次中国互联网发展状况统计报道》，有兴趣的话从九七年的报道开始针对有兴趣的部分、隔个三五年去看一下。

4，可以考虑投资股票和创业公司。

5，第一次作业记录：

       阅读第45次中国互联网络发展报道：

       1，中国网络虚拟市场的特点：

       2，如何看待中国的网络虚拟市场：

6，互联网的特性：

       海量信息

              企业难以在大量数据中突出，为购买流量曝光，获客成本提高。

       自由沟通

              范围由小变大

              对象由固定到不固定

              主题由单一到复杂

       资源（免费）共享

              从实体资源共享到虚拟资源共享

              从近距离共享到远距离

              从少数共享到全球共享

注：老师的思维更多是从商业出发，社会的、人类的、政治的关系不大，从商业出发的话这三点已经很难补充了；另外老师强调总结归纳，讲话要紧凑有主题。

7，由特性带来的改变：

       信息沟通传播模式的改变

如何在海量信息中突出？

              何由被动变为主动？

       虚拟社区（群）的形成

              虚拟社区有其自身特点，不能把线下的模式直接照搬到线上

       新的生活工作的方式

       未来的趋势

              移动化（随时随地跟我走）、集成化（越来越小、功能越来越多、越来越强大）

              5G

              物联网——电子标签

              大数据

              人工智能

8， 消费者看到评论时会归因，比如看到差评“把电话卡塞到手机卡托槽里了，很糟糕”不会归因为企业原因，因此不会产生对企业产品的负面感受。

9，电子商务的界定：

       狭义（EC）：指电子交易，即在互联网实现订货、销售、转账等全过程。

       广义（EB）：指利用信息技术把商业活动的各方连接起来，进行各种商业活动。老师比较赞成。

10，书肯定是要看一遍的。

11，特点与优势：

       交易成本低——降低成本（国外银行柜台交易一笔成本125美元，而线上1美元）

       交易效率高——减少库存、缩短生产周期、增加商机

       交易透明化——降低成本、减少失误（商业贿赂）

       交易虚拟化——减轻对物资的依赖

12，电子商务时代

       从消费者来看——正在去互联网化

       从产业来看——正在形成蓝海

       从实际交易来看——额度正在逐步扩大

第二章   网络虚拟市场及其理论

1，市场产生的原因：

       内因：社会分工；私有制

       外因：信息交流；信息集合

注：这是一种很好的思维逻辑，内因外因、宏观微观之类的。

2，市场的发展过程;

       有小到大

       由近到远

       由实到虚

三个方面是同时发展的

3，市场的本质：信息的交换（老师的答案有两个特点：简短和公众号化，想一想老一辈企业家总是相信什么大概就知道老师在想什么了）

4，网络虚拟市场：把传统市场放在虚拟空间上

5，网络虚拟市场理论：

三个定律（相关）：

摩尔定律

梅卡夫定律

       一个网络的价值等于该网络内的节点数的平方，而且该网络的价值与联网的用户数的平方成正比。该定律指出，一个网络的用户数目越多，那么整个网络和该网络内的每台计算机的价值也就越大。

吉尔德定律

       在未来25年，主干网的带宽每6个月增长一倍，12个月增长两倍。其增长速度是摩尔定律预测的 CPU 增长速度的3倍，并预言将来上网会免费。

长尾理论：

由于成本和效率的因素，当商品储存、流通、展示的场地和渠道足够宽广，商品生产成本急剧下降以至于个人都可以进行生产，并且商品的销售成本急剧降低时，几乎任何以前看似需求极低的产品，只要有卖，都会有人买。这些需求和销量不高的产品所占据的共同市场份额，可以和主流产品的市场份额相当，甚至更大。

6，CBG之外的市场模式：

       博客、拍客、粉客

Work、witkey：威客模式：人的知识、智慧、经验、技能通过互联网转换成实际收益，从而达到各取所需的互联网新模式。主要应用于包括解决科学、技术、工作、生活、学习等领域的问题，体现了互联网按劳取酬和以人为中心的新理念。

       Wiki ：在维客页面上，每个人都可浏览、创建、更改文本，系统可以对不同版本内容进行有效控制管理，所有的修改记录都保存下来，不但可事后查验，也能追踪、回复至本来面目。

Dig：掘客的核心思想是发动大众进行新闻挖掘。用户可以随意提交文章，然后由阅读者来判断该文章是否有用，收藏文章的用户人数越多，说明该文章越有热点。

       换客：把自己不用的闲置品，拿出来跟别人交换还有用处的东西

7，拼多多有一种C2B的模式，我们集中了许多的客户，然后和厂家谈，可不可以把价格压低。淘宝刚开始是C（B）2C，我们通过免费吸引商家入驻；拼多多创造了一种新的模式；

二是低价，一个便宜三个爱，是从三四线市场，从底下走的；

三是利用了社群，让大量人知道有这么一回事。

8，一个小商机：我国学生，尤其是中小学，缺乏生命教育，比如遇到地震怎跑啥的。利用现有新技术完全可以让大家去体验，感受火灾来临是一种什么状态。

9，虚拟市场的本质特点：

对市场：      

交易对象多元化

       交易产品虚拟化

       交易空间扩大化

对消费者：

       产品对比简单

10，每日低价会加强消费者对其低价的印象和好感，但实际上今天降价的商品明天又涨起来了，降价商品的总量是基本不变的。

11，虚拟市场的革命

       拆除信息隔离墙

我们被无形的墙隔离在不同的小格子里，在沃尔玛不知道好又多的价格；网络让这些信息变得透明。

       改变时空观

商家极难改变消费者，所以任何一次大的变革都会带来巨大商机，比如疫情让大家都线上买菜。

       放大资本力

              原来一百万租房子、组仓库就花掉了；而虚拟市场场地和库存等方面可以省很多钱。资本力量被放大了。

12，给商业带来的挑战

传统市场-变革    

促进传统市场的变革

增加竞争者：传统市场不会束手就擒，所以也会开始变革。

消费者-选择上的困惑

       信息容量-海量信息

       信息质量-难以判别

       信息接受-占据主动

       渠道选择上的困惑：品牌、价格

13，做市场营销一定要有趣，不然很难坚持。

14，教育氛围家庭、学校和社会。

15，赢得中国消费者的三个规则（华尔街日报）：

       第一，公开使用的产品，无论是直接公开还是间接公开，价格溢价都要比私底下使用的产品高；

       第二，产品的优势应该强调外在而非内在；

       第三，在中国定位一个品牌时，产品须能解决野心勃勃与严守克己的矛盾，既要彰显个性，又要融入社会。

第三章   网络消费者行为分析

1，消费者的动机：

       动机是指推动人进行活动的内部原动力，即激励人行为的动机。

              马斯洛需求层次理论

       网上消费者的动机：

              现实：消费者稀缺资源的解决——时间、注意力、信任

2，三四线城市属于第二到第三消费时代；一二线城市属于第三第四消费时代（未富先老）。

（这一段上网找资料或者ppt）

有学者研究日本的消费特性，划分为四个时代：

第一消费时代：西方化，逐渐形成国民消费特性

第二消费时代：以家庭为单位，购买家电，追求大又多。出现了“一亿中产”

第三消费时代：追求大牌

第四消费时代：追求个性、逐渐失去对品牌的盲目追求

3，互联网思维：

       用户思维

       简约思维

       极致思维

迭代思维

流量思维

社会化思维

大数据思维

跨界思维

平台思维

4，时间上——碎片化

空间上——无限化

体验上——娱乐化

第四章   企业电子商务的开展

1、盈利模式再思考

       提供什么产品（一般包括服务）：现代意义的产品

              商品、服务、体验、事件、人物、地点、财产权、组织、信息、观念

       消费者为什么购买？价值与消费者自身感知的价值，一定要抓住感知价值

              参考文章《价值与价值传递：抓住年轻人的心，一座金字塔就够了》（哈佛商业评论）

       谁是实际的消费者？区分购买者（付费者）和使用者（消费者）

              产品给实际消费者带来的价值

              消费者需求的利益

              对消费者群体画像

              产品给付费者的价值有哪些？

              付费者和消费者是否一致？

              对付费者的群体画像

       可以直接利用的平台有哪些？

              这些平台在消费者心中具有哪些特点

              搭建新平台和利用已有平台各有什么利弊

2、产品-服务-体验：最初谁的产品好谁有优势；产品差不多，比附加的服务；服务到头了就比体验。

3、超时老师会下调分数；可以白底黑字但是要用心；不要讲书本，把它抛开讲核心思想；要有个人的想法。

第五章   电子商务的营销

1、网络营销的PS战略

善定位：消费者都存在隐藏的需求

确定营销目标

确定目标客户

确定核心业务

能力定位：

核心产品分析

核心卖点分析

       综上为策略定位：整合营销

泛传播：消费者都有自我学习能力

       流量池：

传统：人流就是钱流

网络：流量就是钱量

       措施一：引流（一般付费）：网络广告和网络公关

       措施二：截流（可以免费）：优化搜索

       措施三：蓄流

2、老师对邮件很在意，错别字、排版、格式都很重要，发件人和主题很重要，

3、电子商务系统的安全隐患：数据的安全、交易过程中的安全隐患

       风险来源：信息传输风险、信用风险、管理风险、法律风险

       安全要求：有效性、机密性、完整性、真实性和不可抵赖性

       防范思路：技术、制度、法律法规

       其它安全措施：防止非法入侵、防止病毒、容灾备份

4、电子商务的法律风险：法律滞后、法律调整

210 thoughts on “电子商务”

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