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/~ckfarn2010

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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

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美國 B2C 電子商務市場

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美國 B2B 電子商務市場

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美國電子商務市場的成長趨勢

$0

$200

$400

$600

$800

$1,000

$1,200

$1,400

2000 2001 2002 2003 2004 2005

B2C

B2B

Billion

US

$

Sources ： eMarketer, February 2002Source: eMarketer, April 2003

單位(

十億美

元)

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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.

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Learning Objectives

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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.

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Learning Objectives2

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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

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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.

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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

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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

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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？

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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

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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

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Concepts, Characteristics, and Models of B2B EC (cont.)

B2B characteristicsParties to the transactions

Types of transaction

Types of goods sold

Direction of trade

Number and form of participation

Degree of openness

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The Basic Types of B2B Transactions and Activities

Sell-side

Buy-side

Exchanges

Supply chain improvements and collaborative commerce

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Exb 5.1

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The Basic Types of B2B E-Marketplaces and Services

One-to-Many and Many-to-One: Private E-Marketplaces

Company-centric ECE-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)

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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-marketplacesThird-party exchanges open to all interested parties (sellers and buyers)

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Exhibit 5.2 Types of B2E EC

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B2B CHARACTERISTICS

Parties to the Transaction: Sellers, Buyers, and Intermediaries

Online intermediaryAn online third party that brokers a transaction online between a buyer and a seller; may be virtual or click-and-mortar

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Types of Transactions

Spot buyingThe purchase of goods and services as they are needed, usually at prevailing market prices

Strategic (systematic) sourcingPurchases involving long-term contracts that usually are based on private negotiations between sellers and buyers

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Types of Materials Traded

Direct materialsMaterials used in the production of a product (e.g., steel in a car or paper in a book)

Indirect materialsMaterials used to support production (e.g., office supplies or light bulbs)

MROs (maintenance, repairs, and operations)Indirect materials used in activities that support production

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Marketplaces : Direction of trade

Vertical marketplacesMarkets that deal with one industry or industry segment (e.g., steel, chemicals)

Vortal: Vertical Portal

Horizontal marketplacesMarkets that concentrate on a service, material, or a product that is used in all types of industries (e.g., office supplies, PCs)

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Marketplaces : Direction of trade

產業垂直市集

商品

水平市集

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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

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The Benefits and Limitations of B

Benefits: sellers (S), buyers (B), both (J)

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Exb 5.3

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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 SellersCustomer Service

Sales from catalogsConfiguration and Customization

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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

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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

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Procurement Methods

E-Procurement Organizations and TypesE-sourcingE-tenderingE-reverse auctioningE-informingWeb-based ERPE-marketsitesE-MRO

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Exb 5.5

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Inefficiencies in Traditional Procurement Management

Procurement managementThe planning, organizing, and coordinating of all the activities relating to purchasing goods and services needed to accomplish the organization’s mission

Maverick buyingUnplanned purchases of items needed quickly, often at non–pre-negotiated higher prices

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The Goals a Benefits of e-Procurement

e-ProcurementThe electronic acquisition of goods and services for organizations

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Desktop purchasingDirect purchasing from internal marketplaces without the approval of supervisors and without the intervention of a procurement department

Group purchasingThe aggregation of orders from several buyers into volume purchases so that better prices can be negotiatedInternal Aggregation of Purchasing OrdersExternal Aggregation for Group Purchasing

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Other Procurement Methods

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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

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Functions of Exchanges

1. Matching buyers and sellers

2. Facilitating transactions

3. Maintaining exchange policies and infrastructure

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Dynamic Pricing

A rapid movement of prices over time and possibly across customers, as a result of supply and demand matching

Revenue ModelsTransaction feesService feesMembership feesAdvertising feesOther revenue sources

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B2B portals

Information portals for businesses

VortalsB2B portals that focus on a single industry or industry segment; “vertical portals”

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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

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Partner Relationship Management (PRM)

Business strategy that focuses on providing comprehensive quality service to business partners

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THE OPPORTUNITIESDiscover new business partners

Improve recruitment

Enhance ability to learn about new technologies, competitors, etc.

Find sales prospects

Improve participation in industry association activities

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B2B and Web 2.0

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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 NETWORKINGParticipateMonitorUse existing applicationsThe Future of Social Networking

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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 suppliersWhich type of social network? Private (proprietary) or public?Can we use B2C marketing methods and research in B2B?

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Managerial Issues