1. Chapter 5: B2B 電子商務 國立中央大學、資訊管理系 范錚強 http://www.mgt.ncu.edu.tw/~ckfarn 2010

2. 2 Business-to-business e-commerce (B2B EC) Transactions between businesses conducted electronically over the Internet, extranets, intranets, or private networks; also known as eB2B (electronic B2B) or just B2B

3. 3 美國 B2C 電子商務市場

4. 4 美國 B2B 電子商務市場

5. 5 美國電子商務市場的成長趨勢 Billion US$ Sources ： eMarketer, February 2002Source: eMarketer, April 2003

6. 6 Copyright © 2010 Pearson Education, Inc. Describe the B2B field. Describe the major types of B2B models. Discuss the characteristics of the sell-side marketplace, including auctions. Describe the sell-side models. Describe the characteristics of the buy-side marketplace and e-procurement. Explain how reverse auctions work in B2B. Describe B2B aggregation and group purchasing models. 5-6 Learning Objectives

7. 7 Copyright © 2010 Pearson Education, Inc. Describe other procurement methods. Define exchanges and describe their major types. Describe B2B portals. Describe third-party exchanges. Describe partner relationship management (PRM). Describe how B2B can benefit from social networking and Web 2.0. Describe Internet marketing in B2B, including organizational buyer behavior. 5-7 Learning Objectives 2

8. 8 商務活動 2 賣方 買方 資訊流：資訊處理、產品型錄傳達、訂單處理 商流：促銷、詢議價、 訂單管理、對漲、所 有權轉移 金流：支付、融 資、風險承擔 物流：實體流通、 實體持有

9. 9 Key business drivers for B2B The availability of a secure broadband Internet platform and private and public B2B e- marketplaces; The need for collaborations between suppliers and buyers; The ability to save money, reduce delays, and improve collaboration; and The emergence of effective technologies for intra- and interorganizational integration.

10. 10 速度和範圍 打破時間侷限 過去未有的速度 能處理更多的事 成本結構改變 打破空間侷限 全球化 能和更遠地方的伙伴進行交易

11. 11 能見度 水平能見度 看到更多的可能交易對象 瞭解更多的交易相關信息 垂直能見度 上下游之間能相互的瞭解 生產條件、交期、庫存等 串聯價值鏈上下游，透過上下游的透明度， 爭取更大的顧客價值

12. 12 企業之間的交易發展趨勢 去中間化？再中間化？ Disintermediation vs. Reintermediation 上下游解構？上下游緊密結合？ 如何追求價值？

13. 13 整合或分解？ Coupling OR uncoupling? 供應鏈走向兩極化發展 價值網絡：上下游企業整合、緊密的價值鏈 虛擬整合、上下游長期伙伴關係 動態市場：上下游企業分散、市場交易 電子交易市集，降低交易成本 什麼狀況之下，會發生這兩類變動？ 垂直能見度 <> 水平能見度 標準化產品 <> 特用產品

14. 14 電子交易市場 eMarkets 封閉、私領域的電子交易市場 Private market, private hub 買方、賣方 公開的市場 Public exchange

15. 15 Concepts, Characteristics, and Models of B2B EC (cont.) B2B characteristics Parties to the transactions Types of transaction Types of goods sold Direction of trade Number and form of participation Degree of openness

16. 16 The Basic Types of B2B Transactions and Activities Sell-side Buy-side Exchanges Supply chain improvements and collaborative commerce

17. Copyright © 2010 Pearson Education, Inc. 5-17 Exb 5.1

18. 18 The Basic Types of B2B E- Marketplaces and Services One-to-Many and Many-to-One: Private E-Marketplaces Company-centric EC E-commerce that focuses on a single company’s buying needs (many-to- one, or buy-side) or selling needs (one- to-many, or sell-side)

19. 19 Many-to-Many: Exchanges Exchanges (trading communities or trading exchanges) Many-to-many e-marketplaces, usually owned and run by a third party or a consortium, in which many buyers and many sellers meet electronically to trade with each other Public e-marketplaces Third-party exchanges open to all interested parties (sellers and buyers)

20. Copyright © 2010 Pearson Education, Inc. 4-20 Exhibit 5.2 Types of B2E EC

21. 21 B2B CHARACTERISTICS Parties to the Transaction: Sellers, Buyers, and Intermediaries Online intermediary An online third party that brokers a transaction online between a buyer and a seller; may be virtual or click-and-mortar

22. 22 Types of Transactions Spot buying The purchase of goods and services as they are needed, usually at prevailing market prices Strategic (systematic) sourcing Purchases involving long-term contracts that usually are based on private negotiations between sellers and buyers

23. 23 Types of Materials Traded Direct materials Materials used in the production of a product (e.g., steel in a car or paper in a book) Indirect materials Materials used to support production (e.g., office supplies or light bulbs) MROs (maintenance, repairs, and operations) Indirect materials used in activities that support production

24. 24 Marketplaces : Direction of trade Vertical marketplaces Markets that deal with one industry or industry segment (e.g., steel, chemicals) Vortal: Vertical Portal Horizontal marketplaces Markets that concentrate on a service, material, or a product that is used in all types of industries (e.g., office supplies, PCs)

25. 25 Marketplaces : Direction of trade 產業 垂直市集 商品 水平市集

26. 26 Copyright © 2010 Pearson Education, Inc. 26

27. 27 Supply Chain Relationships in B2B B2B private e-marketplace provides a company with high supply chain power and high capabilities for online interactions A public e-marketplace provides a business with high buying and selling capabilities, but results in low supply chain power Using an intermediary results in low supply chain power and buying/selling capabilities

28. 28 The Benefits and Limitations of B Benefits: sellers (S), buyers (B), both (J)

29. 29 Copyright © 2010 Pearson Education, Inc. 5-29 Exb 5.3

30. 30 Copyright © 2010 Pearson Education, Inc. 5-30

31. 31 1:N Sell-side e-marketplace A Web-based marketplace in which one company sells to many business buyers from e-catalogs or auctions, frequently over an extranet B2B Sellers Customer Service Sales from catalogs Configuration and Customization

32. 32 Copyright © 2010 Pearson Education, Inc. 5-32

33. 33 Copyright © 2010 Pearson Education, Inc. 5-33

34. 34 Using auctions on the sell side Forward auctions offer the following benefits to B2B sellers: Revenue generation Cost savings Increased “stickiness” Member acquisition and retention

35. 35 One-from-many: Buy-side e-marketplace A corporate-based acquisition site that uses reverse auctions ( 招標 ), negotiations, group purchasing, or any other e- procurement method

36. 36 Procurement Methods E-Procurement Organizations and Types E-sourcing E-tendering E-reverse auctioning E-informing Web-based ERP E-marketsites E-MRO

37. 37 Exb 5.5

38. 38 Inefficiencies in Traditional Procurement Management Procurement management The planning, organizing, and coordinating of all the activities relating to purchasing goods and services needed to accomplish the organization’s mission Maverick buying Unplanned purchases of items needed quickly, often at non–pre-negotiated higher prices

39. 39 The Goals a Benefits of e-Procurement e-Procurement The electronic acquisition of goods and services for organizations

40. 40 Copyright © 2010 Pearson Education, Inc.

42. 42 Copyright © 2010 Pearson Education, Inc. Desktop purchasing Direct purchasing from internal marketplaces without the approval of supervisors and without the intervention of a procurement department Group purchasing The aggregation of orders from several buyers into volume purchases so that better prices can be negotiated Internal Aggregation of Purchasing Orders External Aggregation for Group Purchasing 5-42 Other Procurement Methods

43. 43 Copyright © 2010 Pearson Education, Inc. 5-43

44. 44 Bartering Exchange An intermediary that links parties in a barter; a company submits its surplus to the exchange and receives points of credit, which can be used to buy the items that the company needs from other exchange participants

45. 45 Copyright © 2010 Pearson Education, Inc. 5-45

46. 46 Copyright © 2010 Pearson Education, Inc. Functions of Exchanges 1.Matching buyers and sellers 2.Facilitating transactions 3.Maintaining exchange policies and infrastructure 46

47. 47 Dynamic Pricing A rapid movement of prices over time and possibly across customers, as a result of supply and demand matching Revenue Models Transaction fees Service fees Membership fees Advertising fees Other revenue sources

49. 49 B2B portals Information portals for businesses Vortals B2B portals that focus on a single industry or industry segment; “vertical portals”

50. 50 Ownership of B2B Marketplaces Consortium trading exchange (CTE) An exchange formed and operated by a group of major companies in an industry to provide industry-wide transaction services

51. 51 Copyright © 2010 Pearson Education, Inc. 5-51

52. 52 Partner Relationship Management (PRM) Business strategy that focuses on providing comprehensive quality service to business partners

53. 53 Copyright © 2010 Pearson Education, Inc. THE OPPORTUNITIES Discover new business partners Improve recruitment Enhance ability to learn about new technologies, competitors, etc. Find sales prospects Improve participation in industry association activities 5-53 B2B and Web 2.0

54. 54 Copyright © 2010 Pearson Education, Inc. THE USE OF WEB 2.0 TOOLS IN B2B SOCIAL NETWORKS IN THE B2B MARKETPLACE EXAMPLES OF OTHER ACTIVITIES OF B2B SOCIAL NETWORKS STRATEGY FOR B2B SOCIAL NETWORKING Participate Monitor Use existing applications The Future of Social Networking 5-54

56. 56 Copyright © 2010 Pearson Education, Inc. Which B2B model(s) should we use for e-procurement? Which B2B model(s) should we use for online B2B sales? Which exchange to join? Which solution vendor(s) should we select? What is the organizational impact of B2B? What are the ethical issues in B2B? How shall we manage the suppliers Which type of social network? Private (proprietary) or public? Can we use B2C marketing methods and research in B2B? 5-56 Managerial Issues