电子商务

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

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