【正文】 (4)廣告業(yè)務 公司除了專門從事網上銷售以外，還從事相關的廣告發(fā)布業(yè)務，包括網上廣告，以及其 21 他相關的超市廣告業(yè)務，如櫥窗廣告、超市廣告、超市條幅 廣告等。Increasing coordination of actions(協(xié)調活動 ) Network Economic Structures(網絡經濟結構 ) (1)Network economic structures Companies coordinate their strategies, resources, and skill sets (組合 ) (2)Strategic alliances (strategic partnerships)(戰(zhàn)略聯(lián)盟 ) Relationships created within the work economic structure (3)Virtual panies(虛擬企業(yè) ) Strategic alliances that occur between or among panies operating on the Inter (4)Strategic partners(戰(zhàn)略伙伴 ) Come together as a team for a specific project(特定 項目 ) or activity 圖 : 013081001 Network Effects(網絡效應 ) (1)Law of diminishing returns(邊際效益遞減 ) (2)Network effect Test Bank（ 本節(jié)測試題 ）： (1)Sellers and buyers in modity markets experience significant transaction costs. ANS: F REF: 21 (2)Most economists agree that markets are weak and ineffective mechanisms for allocating scarce resources. ANS: F REF: 20 (3)Nobel laureate Ronald Coase reasoned that when transaction costs were low, businesspeople would form anizations to replace marketnegotiated transactions. ANS: F REF: 22 (4)Economists use a formal definition of a market that includes two conditions: first, the potential sellers of a good e into contact with potential buyers and second, that a medium of exchange is available. ANS: T REF: 20 12 (4)Businesses and individuals can use electronic merce to reduce transaction costs by improving the flow of information and increasing the coordination of actions. ANS: T REF: 24 CHOICE (1)___ are the total of all costs that a buyer and a seller incur as they gather information and negotiate a purchasesale transaction. costs costs costs costs ANS: C REF: 21 (2)____ is the study of how people allocate scarce resources. administration ANS: A REF: 20 (3)Nobel laureate Ronald Coase indicated that ____ were the main motivation for moving economic activity from markets to hierarchically structured firms. costs costs costs costs ANS: C REF: 21 (4)One significant ponent of ____ can be the investment a seller makes in equipment or in the hiring of skilled employees to supply the product or service to the buyer. costs analysis costs costs ANS: B REF: 21 (5)The practice of an existing firm replacing one or more of its supplier markets with its own hierarchical structure for creating the supplied product is called ____. process integration integration integration ANS: C REF: 22 Conclusion（ 本節(jié)小結 ） ： (1)How economic forces have created a business environment that is fostering a rebirth of electronic merce (2)How business use electronic Commerce to Reduce Transaction Costs (3)Transaction Costs (4)The role of electronic merce (5)Network Economic Structures 13 Value Chains in Electronic Commerce Strategic Business Unit Value Chains Industry Value Chains Objectives（ 本節(jié) 教學目標 ）： (1)How businesses use value chains and SWOT analysis to identify electronic merce opportunities. (2)What the primary activities and support activities are Focus（ 本節(jié)重點 ） : (1)Primary activities (2)Strategic Business Unit Value Chains (3)IndustryValue Chains Main contents（ 本節(jié)主要內容 ） : value chains(價值鏈 ) in Electronic Commerce Identifying Electronic Commerce Opportunities (1)Firm(公司 ) (2)Industry(行業(yè) ) Strategic Business Unit Value Chains (1)Value chain (2)Primary activities(關鍵活動 ) (3)Supporting activities(支持活動 ) Industry(行業(yè) ) Value Chains (1)Value system(價值系統(tǒng) ) Virtual pany 虛擬企業(yè) :：當戰(zhàn)略聯(lián)盟關系發(fā)生在互聯(lián)網運營的企業(yè)之間時，就稱為虛擬企業(yè)。 Procurement 采購部：企業(yè)設立的專門同供應商談判采購交易的部門。其中，按每一 節(jié) 列出節(jié)目標、重點、主要內容、測驗題和小結 ） Chapter 1 Review of Electronic Commerce （第一章 電子商務概述） Main Contents of Chapter 1（本章主要內容） ： Electronic Commerce: The Second Wave Business Models, Revenue Models, and Business Processes Economic Forces and Electronic Commerce Value Chains in Electronic Commerce SWOT Analysis: Evaluating Business Unit Opportunities International Nature of Electronic Commerce The Interdisciplinary Nature of EC Objectives（ 本章 教學目標）： In this chapter, you will learn about: (1) What electronic merce is and how it is poised(沉著的，有自信心的 ) for a second wave of growth and a new focus on profitability (2) Why business models have given way to revenue models and the analysis of business processes as key elements of electronic merce initiatives (3) How economic forces have created a business environment that is fostering a rebirth of electronic merce (4) How businesses use value chains and SWOT analysis to identify electronic merce opportunities (5) Why electronic merce is international by its very nature and what challenges arise in doing global electronic merce 3 Key Terms（ 本章專業(yè) 術語） : Activity 業(yè)務活動：員工在工作過程中所完成的任務。 教學手段與課堂形式： （ 1 ）主要采取多媒體課件、案例分析與作業(yè)等形式； （ 2 ）課前新聞播報，根據教學內容 安排小組案例分析，師生提問與教師點評。 Merchandising 銷售規(guī)劃：店面設計，布局和商品的擺放。 Value chain 價值鏈：價值鏈是一種對企業(yè)業(yè)務活動進行組織 的方法。strong supervision 2．公司主要業(yè)務 上海聯(lián)華電子商務公司的主要業(yè)務有： (1)網上銷售 公司以 “ 聯(lián)華 OK” 網和電話網 (滬訂購電話 96801)為基礎，聯(lián)合供應商，組織商品，廣泛開展 B to C 和 B to B 的電子商務業(yè)務。 (2)品種和價格優(yōu)勢 依托聯(lián)華超市多年形成的良好的商品集中采購體系， “ 聯(lián)華 0K” 網經營的商品，無論在品種、數量上，還是在價格上都具有明顯的優(yōu)勢。Also referred to as industry value chain Test Bank（ 本節(jié)測試題 ） ： (1)Using the value chain reinforces the idea that electronic merce should be a business solution, not technology implemented for its own sake. ANS: T REF: 30 CHOICE 14 (1)Multiple business units owned by a mon set of shareholders make up a firm, or pany, and multiple firms that sell similar products to similar customers make up a(n) ____. a. anization c. industry b. firm d. business model ANS: C REF: 26 (2)A way of anizing the activities that each strategic business unit undertakes to design, produce, promote, market, deliver, and support is known as a(n)____.