Đang tải... (xem toàn văn)
Sách quản trị kinh doanh điện tử và thương mại điện tử của Dave Chaffe
An imprint of www.pearson-books.com E-BUSINESS AND E-COMMERCE MANAGEMENT DAVE CHAFFEY STRATEGY, IMPLEMENTATION AND PRACTICE Fourth Edition E-BUSINESS AND E-COMMERCE MANAGEMENT CHAFFEY Fourth Edition What approach to e-business strategy should you follow? How much do you need to invest in e-business? Which processes should be your priorities? Written in an engaging and informative style, E-Business and E-Commerce Management explores these questions, equipping you with the knowledge and skills to navigate today’s fast-paced world of continuous technological development. In this latest edition of his bestselling text, leading authority Dave Chaffey brings together the latest academic thinking and professional practice. Covering all aspects of e-business including strategy, digital marketing and supply chain management, E-Business and E-Commerce Management gives you the benefit of: • A structured approach to planning, implementing, assessing and improving e-business strategy for all types of organization. • The latest on managing e-business security and cutting edge e-marketing techniques such as social media and search engine optimization. • Case studies of technology leaders such as Dell, Facebook and Google, as well as start-ups and small businesses. • Real-life interviews with professionals who describe their e-business strategies. Whether you’re an undergraduate or postgraduate student studying e-business and e-commerce, or a business manager, E-Business and E-Commerce Management is the essential text to help you keep pace with technology, strategy and implementation. Dave Chaffey (www.davechaffey.com) is an e-business consultant and visiting lecturer on e-business courses at Warwick University and Cranfield School of Management. ‘This book keeps getting better and better with every version. It is fast becoming the de facto standard for e-business and e-commerce – for both faculty and students.’ Ben Clegg, Aston Business School ‘This text provides a strong strategic framework to help students understand this fast-moving subject, as well as a useful guide to practical analysis.’ Mette Præst Knudsen, University of Southern Denmark Additional learning resources are online at www.pearsoned.co.uk/chaffey CVR_CHAFF9601_04_SE_CVR.indd 1 8/4/09 09:31:49 E-Business and E-Commerce Management Strate gy, Implem entation and Practice Visit the E-Busi ness and E-Commerce Management, fourth edition Companion Website at www.pearsoned.co.uk/chaffey to find valuable student learning material including: A study guide to reinforce key ideas and topics Multiple choice questions to test your learning Links to relevant sites on the web An online glossary to explain key terms Flashcards to test your understanding of key terms A smarter online searching guide Link to Dave Chaffey’s blog with a collection of articles and links Link to Dave Chaffey’s Twitter feed A01_CHAF9601_04_SE_FM.QXD:D01_CHAF7409_04_SE_C01.QXD 16/4/09 15:29 Page i We work with leading authors to develop the strongest educational materials in business and management, bringing cutting-edge thinking and best learning practice to a global market. Under a range of well-known imprints, including Financial Times Prentice Hall we craft high quality print and electronic publications which help readers to understand and apply their content, whether studying or at work. To find out more about the complete range of our publishing, please visit us on the World Wide Web at: www.pearsoned.co.uk A01_CHAF9601_04_SE_FM.QXD:D01_CHAF7409_04_SE_C01.QXD 16/4/09 10:59 Page ii STRATEGY, IMPLEMENTATION AND PRACTICE Dave Chaffey Fourth Edition E-BUSINESS AND E-COMMERCE MANAGEMENT A01_CHAF9601_04_SE_FM.QXD:D01_CHAF7409_04_SE_C01.QXD 16/4/09 10:59 Page iii Pearson Education Limited Edinburgh Gate Harlow Essex CM20 2JE England and Associated Companies throughout the world Visit us on the World Wide Web at: www.pearsoned.co.uk First published 2002 Second edition published 2004 Third edition published 2007 Fourth edition published 2009 © Dave Chaffey 2002 © Marketing Insights Limited 2002, 2009 The right of Dave Chaffey to be identified as author of this work has been asserted by him in accordance with the Copyright, Designs and Patents Act 1988. All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording or otherwise, without either the prior written permission of the publisher or a licence permitting restricted copying in the United Kingdom issued by the Copyright Licensing Agency Ltd, Saffron House, 6–10 Kirby Street, London EC1N 8TS. All trademarks used herein are the property of their respective owners. The use of any trademark in this text does not vest in the author or publisher any trademark ownership rights in such trademarks, nor does the use of such trademarks imply any affiliation with or endorsement of this book by such owners. ISBN: 978-0-273-71960-1 British Library Cataloguing-in-Publication Data A catalogue record for this book is available from the British Library Library of Congress Cataloging-in-Publication Data Chaffey, Dave, 1963– E-business and e-commerce management : strategy, implementation, and practice / Dave Chaffey. 4th ed. p. cm. Includes bibliographical references and index. ISBN 978-0-273-71960-1 (pbk. : alk. paper) 1. Electronic commerce. 2. Business enterprises Computer networks. I. Title. II. Title: Ebusiness and ecommerce management. HF5548.32.C472 2009 658.8'72 dc22 2009009561 10 9 8 7 6 5 4 3 2 1 13 12 11 10 09 Typeset in 10/12pt Minion by 30 Printed and bound by Rotolito Lombarda, Italy The publisher’s policy is to use paper manufactured from sustainable forests. A01_CHAF9601_04_SE_FM.QXD:D01_CHAF7409_04_SE_C01.QXD 16/4/09 10:59 Page iv Preface xiii Guided tour xxiv Author’s acknowledgements xxvi Publishers acknowledgements xxvii 1 Introduction to e-business and e-commerce 3 2 E-commerce fundamentals 51 3 E-business infrastructure 103 4 E-environment 192 5 E-business strategy 255 6 Supply chain management 330 7 E-procurement 380 8 E-marketing 412 9 Customer relationship management 481 10 Change management 560 11 Analysis and design 604 12 Implementation and maintenance 680 Glossary 736 Index 754 Implementation 559 Part 3 Strategy and applications 253 Part 2 Introduction 1 Brief contents Part 1 A01_CHAF9601_04_SE_FM.QXD:D01_CHAF7409_04_SE_C01.QXD 16/4/09 10:59 Page v A01_CHAF9601_04_SE_FM.QXD:D01_CHAF7409_04_SE_C01.QXD 16/4/09 10:59 Page vi Preface xiii Guided tour xxiv About the author xxvi Author’s acknowledgements xxvii Publisher’s acknowledgements xxvii 1 Introduction to e-business and e-commerce 3 Learning outcomes / Management issues 3 Links to other chapters 3 Introduction 4 The impact of the electronic communications on traditional businesses 6 Real-world E-Business: HP.com 7 What is the difference between e-commerce and e-business? 9 E-commerce defined 10 E-business defined 13 Case Study 1.1 A short history of Facebook 17 Business or consumer models of e-commerce transactions 26 E-business opportunities 29 Business adoption of digital technologies for e-commerce and e-business 30 Drivers of business Internet adoption 30 Case Study 1.2 North West Supplies extends its reach online 33 E-business risks and barriers to business adoption 35 Evaluating an organization’s e-business capabilities 36 Drivers of consumer Internet adoption 37 Barriers to consumer Internet adoption 39 Management responses to e-commerce and e-business 39 Part 1: Introduction 39 Part 2: Strategy and applications 40 Part 3: Implementation 42 Case Study 1.3 eBay – the world’s largest e-business 42 Summary 46 Exercises 46 References 48 Further reading 49 Web links 49 2 E-commerce fundamentals 51 Learning outcomes / Management issues 51 Links to other chapters 51 Introduction 52 Real-world E-Business: More Th>n 53 The e-commerce environment 57 Strategic agility 57 Online marketplace analysis 59 Location of trading in the marketplace 67 The importance of multi-channel marketplace models 70 Different types of online intermediary 71 Types of intermediaries 74 The importance of search engines 76 Business models for e-commerce 77 Revenue models 79 Online publisher and intermediary revenue models 80 Focus on auction business models 86 Case Study 2.1 The impact of B2B reverse auctions 87 Focus on Internet start-up companies 88 From ‘bricks and mortar’ to ‘clicks and mortar’ 88 Assessing e-businesses 89 Valuing Internet start-ups 89 Case Study 2.2 lastminute.com – an international dot-com survivor 91 The dot-com bubble bursts 93 Why dot-coms failed 93 The impact of the dot-com phenomenon on traditional organizations 95 Case Study 2.3 Zopa launches a new lending model 95 Summary 98 Exercises 99 References 100 Further reading 101 Web links 101 3 E-business infrastructure 103 Learning outcomes / Management issues 103 Links to other chapters 103 Introduction 104 E-business infrastructure components 105 Real-world E-Business: Random House 107 Internet technology 109 Hosting of web sites and e-business services 110 The Internet timeline 111 Just how big is the Internet? 114 Case Study 3.1 Innovation at Google 115 Intranets and extranets 116 Web technology 124 Internet-access software applications 128 Blogs and blogging 129 Electronic mail or e-mail 131 Feeds 132 Voice over IP (VoIP) 134 Part 1 Introduction 1 Contents A01_CHAF9601_04_SE_FM.QXD:D01_CHAF7409_04_SE_C01.QXD 16/4/09 10:59 Page vii How does it work? Internet standards 136 Networking standards 136 The HTTP protocol 138 Uniform resource locators (URLs) 139 Domain names 139 Web presentation and data exchange standards 141 Audio and video standards 152 Focus on Internet governance 152 Managing e-business infrastructure 158 Managing hardware and systems software infrastructure 159 Managing Internet service and hosting providers 160 Managing employee access to the Internet and e-mail 165 Managing e-business applications infrastructure 165 Focus on web services, SaaS and service-oriented architecture (SOA) 168 Benefits of web services or SaaS 168 Challenges of deploying SaaS 169 Case Study 3.2 New architecture or just new hype? 174 EDI 176 Focus on mobile commerce 177 Wireless Internet access standards 178 Wireless access devices 179 Popularity of mobile applications 179 Summary 186 Exercises 187 References 188 Further reading 190 Web links 190 4 E-environment 192 Learning outcomes / Management issues 192 Links to other chapters 192 Introduction 193 Real-world E-Business: GD Worldwide 196 Social and legal factors 198 Factors governing e-commerce service adoption 198 Privacy and trust in e-commerce 209 Other e-commerce legislation 222 Environmental and green issues related to Internet usage 227 Taxation 229 Freedom-restrictive legislation 231 Economic and competitive factors 232 Focus on e-commerce and globalization 233 Case Study 4.1 The implications of globalization for consumer attitudes 235 The implications of e-commerce for international B2B trading 236 Political factors 238 Internet governance 239 E-government 240 Technological innovation and technology assessment 241 Approaches to identifying emerging technology 244 Summary 246 Exercises 246 References 247 Further reading 249 Web links 249 5 E-business strategy 255 Learning outcomes / Management issues 255 Links to other chapters 255 Introduction 256 Real-world E-Business: Standard Life 256 What is e-business strategy? 259 The imperative for e-business strategy 261 E-channel strategies 262 Strategy process models for e-business 264 Strategic analysis 269 Resource and process analysis 269 Competitive environment analysis 276 Assessing competitive threats 276 Co-opetion 281 Competitor analysis 281 Strategic objectives 281 Defining vision and mission 282 How can e-business create business value? 285 Case Study 5.1 Capital One creates value through e-business 286 Objective setting 287 Case Study 5.2 Setting the Internet revenue contribution at Sandvik Steel 292 Strategy definition 295 Decision 1: E-business channel priorities 298 Decision 2: Market and product development strategies 300 Decision 3: Positioning and differentiation strategies 303 Decision 4: Business, service and revenue models 306 Decision 5: Marketplace restructuring 308 Decision 6: Supply-chain management capabilities 309 Decision 7: Internal knowledge management capabilities 310 Decision 8: Organizational resourcing and capabilities 310 Strategy implementation 313 Failed e-business strategies 314 E-business strategy implementation success factors for SMEs 315 Case Study 5.3 Boo hoo – learning from the largest European dot-com failure 316 Focus on information systems strategy and e-business strategy 319 Elements of IS strategy 320 Investment appraisal 320 Summary 324 Exercises 325 References 326 Further reading 328 Web links 329 Part 2 Strategy and applications 253 viii Contents A01_CHAF9601_04_SE_FM.QXD:D01_CHAF7409_04_SE_C01.QXD 16/4/09 10:59 Page viii 6 Supply chain management 330 Learning outcomes / Management issues 330 Links to other chapters 330 Introduction 331 Problems of supply chain management 334 What is supply chain management? 335 Using technology to support supply chain management – an example 337 A simple model of a supply chain 340 Case Study 6.1 Shell chemicals redefines its customers’ supply chains 341 What is logistics? 345 Push and pull supply chain models 347 Focus on the value chain 348 Restructuring the internal value chain 350 The value stream 351 Value chain analysis 351 Value networks 352 Towards the virtual organization 354 Options for restructuring the supply chain 356 Using e-business to restructure the supply chain 358 Technology options and standards for supply chain management 359 Adoption rates of e-business applications 360 Case Study 6.2 Tesco develops a buy-side e-commerce system for supply chain management 363 IS-supported downstream supply chain management 365 Outbound logistics management 365 IS infrastructure for supply chain management 366 Supply chain management implementation 368 Data standardization and exchange 368 Human resources requirements of SCM 369 The supply chain management strategy process 371 Managing partnerships 372 Managing global distribution 374 Case Study 6.3 RFID: keeping track starts its move to a faster track 374 Summary 375 Exercises 376 References 377 Further reading 379 Web links 379 7 E-procurement 380 Learning outcomes / Management issues 380 Links to other chapters 380 Introduction 381 What is e-procurement? 381 Understanding the procurement process 384 Types of procurement 385 Participants in online procurement 386 Drivers of e-procurement 387 Case Study 7.1 Cambridge Consultants reduce costs through e-procurement 388 Focus on estimating e-procurement cost 390 The impact of cost savings on profitability 391 Risks and impacts of e-procurement 392 Organizational risks 393 Failure to achieve real cost reductions 393 Technology risks 394 Implementing e-procurement 394 The growth in adoption of web-enabled e-procurement 396 Integrating company systems with supplier systems 397 Focus on electronic B2B marketplaces 400 Case Study 7.2 Covisint – a typical history of a B2B marketplace? 403 Types of marketplace 405 The future of e-procurement? 407 Summary 407 Exercises 408 References 409 Further reading 410 Web links 410 8 E-marketing 412 Learning outcomes / Management issues 412 Links to other chapters 412 Introduction 413 Chapter structure 414 Real-world E-Business: Guess 415 What is e-marketing? 416 Marketing defined 416 E-marketing defined 417 Distinguishing between e-marketing, e-business and e-commerce 417 E-marketing planning 418 Is a separate e-marketing plan required? 418 Situation analysis 420 Demand analysis 421 Competitor analysis 425 Intermediary analysis 427 Internal marketing audit 428 Objective setting 428 Case Study 8.1 The e-volution of easyJet’s online revenue contribution 431 Strategy 433 Market and product positioning 436 Target market strategies 437 Focus on characteristics of new-media marketing communications 443 Tactics 448 Product 451 Case Study 8.2 Dell gets closer to its customers online 453 Price 456 Place 460 Promotion 462 People, Process and Physical evidence 464 Focus on online branding 464 The importance of brand online 467 Actions 469 Control 470 Case Study 8.3 The new Napster changes the music marketing mix 471 ix Contents A01_CHAF9601_04_SE_FM.QXD:D01_CHAF7409_04_SE_C01.QXD 16/4/09 10:59 Page ix [...]... e-commerce and e-business? E-business opportunities Business adoption of digital technologies for e-commerce and e-business E-business risks and barriers to business adoption Management responses to e-commerce and e-business 2 E-commerce fundamentals p 51 The e-commerce environment Location of trading in the marketplace Business models for e-commerce 3 Focus on … Auction business models Internet start-up companies... from Peter Davies; Interview on pages 53–57 from http://econsultancy.com/blog/2653-q-a-more-than-s-roberto-hortal-munoz-oncomparison-sites, reprinted with permission; Case Study 2.3 with thanks to www.firebox.com; Interview on pages 107–9 from http://econsultancy.com/blog/2172random-house-s-ros-lawler-on-widgets-and-web- 2-0 , reprinted with permission; Extract A01_CHAF9601_04_SE_FM.QXD:D01_CHAF7409_04_SE_C01.QXD... http://www.arenaflowers.com/blog/2008/09/09/ wiser-about-web-from-a-flowers-website-to-academic-text/#comment-4361, with permission from Arena Flowers; Case Study 9.3 adapted from Product placement, New Media Age, 12 May 2005 (Hargrave, S 2005), www.nma.co.uk, with permission from NMA; Case Study 10.2 from e-gineer.com blog by Nathan Wallace, www.e-gineer.com/v2/blog/ 2007/08/our-intranet-wiki-case-study-of-wiki.htm, with permission... difference between e-commerce and e-business? 9 E-business opportunities 29 Business adoption of digital 16/4/09 11:02 Page 3 Introduction to e-business and e-commerce Learning outcomes After completing this chapter the reader should be able to: Define the meaning and scope of e-business and e-commerce and their different elements Summarize the main reasons for adoption of e-commerce and e-business and... http://econsultancy.com/blog/1724-interview-stevenicholas-assistant-director-of -e-commerce- at-guess, reprinted with permission; Case Study 8.3 reprinted by permission of Napster LLC; Newspaper Headline on page 500 from “TV ads ‘a waste of money’”, The Guardian, 4 February 2003 (Cozens, C.), Copyright Guardian News & Media Ltd 2003 ; Interview on pages 484–5 from http://econsultancy.com/blog/1552interview-warner-breaks-mat-finch-on-silver-surfers,... e-business and barriers that may restrict adoption Outline the ongoing business challenges of managing e-business and e-commerce in an organization technologies for e-commerce and e-business 30 E-business risks and barriers to business adoption 35 Management issues Management responses to e-commerce and e-business 39 Case studies 1.1 A short history of Facebook 17 1.2 North West Supplies extends its... Chapter 3 E-business infrastructure Chapter 4 E-environment Part 2 STRATEGY AND APPLICATIONS Chapter 5 E-business strategy Chapter 6 Supply chain management Chapter 7 E-procurement Chapter 8 E-marketing Chapter 9 Customer relationship management Part 3 IMPLEMENTATION Chapter 10 Change management Chapter 11 Analysis and design Chapter 12 Implementation and maintenance Key Sell-side e-commerce emphasis E-business. .. Preface Table A In-depth case studies in E-Business and E-Commerce Management, 4th edition Chapter Case study 1 Introduction to e-business and e-commerce 1.1 1.2 1.3 A short history of Facebook North West Supplies extends its reach online eBay – the world’s largest e-business 2 E-commerce fundamentals 2.1 2.2 2.3 The impact of B2B reverse auctions Lastminute.com – an international dot-com survivor Zopa... of e-business and e-commerce to staff? What is the full range of benefits of introducing e-business and what are the risks? How do we evaluate our current e-business capabilities? 1.3 eBay – the world’s largest e-business 42 Links to other chapters Web support The following additional case studies are available at www.pearsoned.co.uk/chaffey § SME adoption of sell-side e-commerce § Death of the dot-com... Introduction to e-business and e-commerce Definition of the meaning and scope of e-business and e-commerce Introduction to business use of the Internet – what are the benefits and barriers to adoption and how widely used is it? A01_CHAF9601_04_SE_FM.QXD:D01_CHAF7409_04_SE_C01.QXD 16/4/09 10:59 Page xv Preface xv Part 1 INTRODUCTION Chapter 1 Introduction to e-business and e-commerce Chapter 2 E-commerce . of www.pearson-books.com E-BUSINESS AND E-COMMERCE MANAGEMENT DAVE CHAFFEY STRATEGY, IMPLEMENTATION AND PRACTICE Fourth Edition E-BUSINESS AND E-COMMERCE MANAGEMENT CHAFFEY Fourth. Cataloging-in-Publication Data Chaffey, Dave, 1963– E-business and e-commerce management : strategy, implementation, and practice / Dave Chaffey. 4th ed. p. cm. Includes