Bi 1 Tng quan v thng mi in t

Bin tp: Nguyn Th Hng Vn

vannth@ftu.edu.vn
H Ni, 10/2008

E-Commerce 2008

Ni dung

15 bi: - Bi 1: Tng quan v thng mi in t - Bi 2: Cc m hnh thng mi in t thnh cng - Bi 3, 4: Marketing in t - Bi 5: Hp ng in t - Bi 6, 7: Lut iu chnh thng mi in t - Bi 8: Thanh ton in t - Bi 9: Trin khai d n thng mi in t - Bi 10: u gi trc tuyn - Bi 11: Ri ro trong thng mi in t - Bi 12, 13, 14: ng dng cng ngh thng tin vo qun tr doanh nghip (ERP, SCM, CRM) - Bi 15: Trnh by tng kinh doanh in t

HC TRC TUYN
http://elearning.ftu.edu.vn

Ti liu tham kho

Bi ging thng mi in t 2008 - Website hc trc tuyn: http://elearning.ftu.edu.vn - Electronic Commerce 2006 Turban
-

Bi 1. Tng quan v thng mi in t

1.

2.

3.
4. 5.

Khi nim thng mi in t Qu trnh pht trin ca thng mi in t Quy trnh trin khai thng mi in t nh gi website thng mi in t Cc m hnh thng mi in t in hnh

KHI NIM THNG MI IN T THEO NGHA HP

Theo ngha hp, thng mi in t l vic mua bn hng ho v dch v thng qua cc phng tin in t v cc mng vin thng, c bit l my tnh v internet.

V d: Amazon
Thegioihoatuoi.com

UNCITRAL
United Nations Conference For International Trade Law

Thng mi in t l vic trao i thng tin thng mi thng qua cc phng tin in t, khng cn phi in ra giy bt c cng on no ca ton b qu trnh giao dch.
UNCITRAL Model Law on Electronic Commerce, 1996

Thng mi c hiu theo ngha rng bao qut: mi vn ny sinh t mi mi quan h mang tnh thng mi, d c hay khng c hp ng. Cc mi quan h mang tnh thng mi bao gm, nhng khng ch bao gm, cc giao dch sau y:
+ giao dch trao i hng ho hoc dch v; i din hoc i l thng mi; u thc + cho thu di hn; xy dng cc cng trnh; t vn; k thut cng trnh; + u t cp vn; + ngn hng; bo him; + lin doanh v cc hnh thc khc v hp tc cng nghip hoc kinh doanh; + chuyn ch hng ho hay hnh khch bng ng bin, ng khng, ng st , b

Khi nim thng mi in t

UNCTAD: Trn gc doanh nghip: MSDP Trn gc c quan qun l nh nc: IMBSA

MSDP

Marketing

MSDP

Marketing Sales

MSDP

Marketing Sales Distribution

MSDP

Marketing Sales Distribution Payment

E-banking

M hnh IMBSA

I H tng c s M Thng ip d liu B Lut iu chnh S Quy nh trong tng lnh vc A Cc ng dng

S ngi s dng Internet trn TG (2007)

http://www.clickz.com/showPage.html?page=stats/web_worldwide

E-BUSINESS BENEFITS
Li ch ca ngi bn -Tip cn khch hng 24/7 - Gim chi ph - Knh Marketing mi - Knh phn phi mi - Tip cn khch hng ton cu Li ch ca ngi mua -D dng tip cn thng tin v sn phm, dch v -Nhiu c hi tm kim, so snh thng tin -Nhn hng ha s ha nhanh chng -- Tip cn nh cung cp ton cu

Figure 8.4 Potential Benefits to Sellers and Buyers

Page 249

Knh Marketing mi Tit kim chi ph, thi gian Tng doanh thu Pht trin sn phm mi Dch v khch hng tt hn Tip cn khch hng mc tiu, phn on th trng

Bi 1. Tng quan v thng mi in t

1.

2.

Khi nim thng mi in t Qu trnh pht trin ca thng mi in t

CC GIAI ON PHT TRIN CA E-COMMERCE 3 giai on pht trin chnh

3. Thng mi

cng tc

(c-Business)

Integrating / Collaborating Ni b doanh nghip cc b phn lkt (integrating) v kt ni vi cc i tc kinh doanh (connecting)

2. Thng mi Giao dch (t-Commerce)

Hp ng in t (k kt qua mng) Thanh ton in t (thc hin qua mng) (online transaction),

1. Thng mi Thng tin (i-Commerce)

Thng tin (Information) ln mng web Trao i, m phn, t hng qua mng (e-mail, chat, forum...) Thanh ton, giao hng truyn thng

Giai on 1
- Mua my tnh, email, lp website
- Giao dch vi khch hng, nh cung cp bng email - Tm kim thng tin trn web - Qung b doanh nghip trn web - H tr khch hng v sn phm, dch v

Giai on 2
- Xy dng mng ni b doanh nghip
- ng dng cc phn mm qun l Nhn s, K ton, Bn hng, Sn xut, Logistics - Chia s d liu gia cc n v trong ni b doanh nghip

Thng mi Giao dch (t-Commerce)

Thng mi Giao dch (t-Commerce)

Giai on 3
- Lin kt doanh nghip vi nh cung cp, khch hng, ngn hng, c quan qun l nh nc
- Trin khai cc h thng phn mm Qun l khch hng (CRM), Qun l nh cung cp (SCM), Qun tr ngun lc doanh nghip (ERP)

THNG MI IN T CNG TC

Minh ho: Quy trnh kinh doanh ca DELL

Tng hp cc n hng thng tin cho NCC 2

Lp rp v Phn phi 3 1 2 4 Giao hng cho t hng qua Internet, Phone, trang web ca KH DN khch hng

c im: - Nguyn liu lu kho thp, ko

Mt s sn phm giao trc tip speakers, external zip drivers

- Thnh phm lu kho thp, ko

- Sn phm khng ph bin c giao ngay t Nh sn xut khc n KH

Cc mc thi gian trong lch s pht trin Internet v Thng mi in t (EC)

6 5 4 1 2 3

Bi 1. Tng quan v thng mi in t

1. Khi nim thng mi in t 2. Qu trnh pht trin ca thng mi in t 3. Quy trnh trin khai thng mi in t

QUY TRNH TRIN KHAI THNG MI IN T

Tham gia cng thng mi in t

Phn tch SWOT, lp k hoch, xc nh mc tiu, vn u t SWOT: im mnh im yu C hi Him ha Xy dng m hnh cu trc, chc nng, nh gi website Mua tn min, thu my ch Thit k website Cp nht thng tin, qun tr ni dung website nh gi website: thng tin, chc nng, tc , nt ring B sung cc chc nng: bo mt, thanh ton Qung b website, ng k trn Cng c tm kim, tham gia cc Sn giao dch thng mi in t Lin kt website vi khch hng, nh cung cp, i tc, c quan qun l nh nc

Xy dng h thng cung cp v phn phi

Bi 1. Tng quan v thng mi in t

1.

2.

3.
4.

Khi nim thng mi in t Qu trnh pht trin ca thng mi in t Quy trnh trin khai thng mi in t nh gi website thng mi in t

Cng c nh gi gii php TMT

4N cho TMT Nhn thc Ngi bn Nhn lc bun Ni mng Ni dung 7 C / website TMT Ni dung Giao dch Ngi Thm m bn l Giao tip Cng ng Ngi gom Chm sc khch hng hng Bo mt

Ca hng trc tuyn

Nh sn xut

eMatrix
Ngi cung cp Ngi phn phi Chuyn pht nhanh

S pht trin ca TMT ti Vit Nam

7 yu t nh gi website TMT 7C
Content Ni dung

Commerce Thng mi
Context Thm m Communication Giao tip

Some Key Factors for Success in E-commerce

Customization C bit ha
Community Cng ng Connection Lin kt

Bi 1. Tng quan v thng mi in t

1.

2.

3.
4. 5.

Khi nim thng mi in t Qu trnh pht trin ca thng mi in t Quy trnh trin khai thng mi in t nh gi website thng mi in t Cc m hnh thng mi in t in hnh G-B-C

Exhibit 1.1 The Dimensions of Electronic Commerce

Cc m hnh TMT
Chnh ph G
Chnh ph G Doanh nghip B Ngi tiu dng C

Doanh nghip B

Ngi tiu dng C

G2G
ELVIS (vn usa)

G2B
Hi quan in t

G2C
EGovernment Amazon.com

B2G
u thu cng

B2B
Ecvn.gov.vn

B2C C2C

C2G

C2B
Priceline.com

E-bay

CC LOI HNH TMT

1. B2B: doanh nghip ti doanh nghip www.alibaba.com (Trung Quc) www.ec21.com (Hn Quc) www.buyusa.com (M) www.sesami.net (Singapore) www.vnemart.com (Vit Nam) M hnh ny chim ti 80% doanh s TMT ton cu (Bo co TMT, UNCTAD, nm 2003)

CC LOI HNH TMT

2. B2C: doanh nghip ti ngi tiu dng www.amazon.com (M) www.tienphong-vdc.com.vn (Vit Nam) 3. C2C: ngi tiu dng-ngi tiu dng www.ebay.com (M) 4. Cc hot ng phi thng mi (Chnh ph in t): G2B, G2C 5. B2E Doanh nghip vi lao ng www.hertz.com ; www.cisco.com

Universit de Lausanne

SITE | AGENDA | FIN

Cc i tc tham gia vo quy trnh bn hng trc tuyn

Ngn hng
thanh ton

3
b tr / clearance Th tn dng / Credit card

4
Phn phi
lu kho

Gi n hng

Amazon.com
sales Information systems coordination contents

Vn chuyn
deliver
transport tracking

Giao hng

6
t hng bn hng bnh lun

cung cp

i tc
bn hng

Khch hng
mua sm

2
2001 Pigneur, HEC Lausanne

Author
marketing

Mt quy trnh TMT

hng ha hu hnh

hng ha s ha Qung co t hng Phn phi Thanh ton

www.mot.gov.vn / www.ecvn.gov.vn

45

Mt s minh ha (i)
Ca hng trn mng www.golmart.com.vn www.vinagifts.net www.chibaoshop.com.vn www.vdcsieuthi.com.vn Mua sch qua mng www.nhasachvn.com www.tienphong-vdc.com.vn Dch v trc tuyn www.nhacso.net alofun.vietnamnet.vn www.spotlightradio.net
www.mot.gov.vn / www.ecvn.gov.vn
46

Mt s minh ha (ii)
Cc sn giao dch www.ec21.com www.buyusa.com www.alibaba.com www.ecvn.com.vn www.vnet.com.vn www.vnemart.com.vn www.vietoffer.com www.goodsonlines.com.vn

www.mot.gov.vn / www.ecvn.gov.vn

47

S ngi s dng Internet trn TG (2007)

http://www.clickz.com/showPage.html?page=stats/web_worldwide
www.mot.gov.vn / www.ecvn.gov.vn
48

www.mot.gov.vn / www.ecvn.gov.vn

49

www.mot.gov.vn / www.ecvn.gov.vn

50

www.mot.gov.vn / www.ecvn.gov.vn

51

www.mot.gov.vn / www.ecvn.gov.vn

52

www.mot.gov.vn / www.ecvn.gov.vn

53

ng dng TMT trong XNK

Cp nht Website: - T cp nht - Thu ngoi Mc tham gia Sn giao dch TMT - Tham gia SGD ca Vit Nam - Tham gia SGD ca nc ngoi T l tham gia sn v k c hp ng 16% 20% 44% 56%

- Tham gia SGD ca VN v c hp ng

- Tham gia SGD ca NN v c hp ng

13%
60%

Thng mi in t
Trainer Training 2008

BI TP C NHN: Bi 1. Chn 1 m hnh kinh doanh in t, phn tch v nh gi website (nu c); so snh vi 2 website cng ngnh khc (1 ti VN v 1 ca nc ngoi) BO CO: Bi 1: nh gi website thng mi in t (5-7 tr)

BI TP V NH 20/10
Bi tp nhm lp: phn tch cc m hnh thng mi in t (phn loi theo i tng tham gia 9 m hnh) Phn tch: - Quy trnh kinh doanh - Bi hc kinh nghim Bi tp c nhn: Tm hiu cu chuyn thnh cng hoc tht bi trong thng mi in t

Thng mi in t
Trainer Training 2008
BI TP NHM: Bi 1. Chn 1 m hnh kinh doanh in t, phn tch v nh gi website (nu c); so snh vi 2 website cng ngnh khc (1 ti VN v 1 ca nc ngoi) Bi 2. Xy dng (ci tin) m hnh cu trc chc nng cho website Bi 3. Chn 1 cng ty XNK, chn 1 th trng nc ngoi tim nng, hy tm 3 website, qua doanh nghip c th tm kim cc i tc kinh doanh mt hng cng ty ang mun xut hoc nhp khu. Ti mi website hy tm t nht 3 cng ty nh vy v bo co kt qu tm kim (tn, a ch, tel, email, website)

BO CO: Bi 1: nh gi website thng mi in t (5-7 tr) Bi 2: M hnh cu trc, chc nng website (2-4 tr) Bi 3: Tm kim cng ty (2-3 tr)

Bi kim tra K44 G

Hy nu v d v mt s website B2C thnh cng ti Vit Nam. Phn tch ngn gn m hnh kinh doanh B2B ti sn giao dch Covisint. Phn tch quy trnh giao dch trn eBay. Trnh by nhng thun li v kh khn trong vic pht trin m hnh chnh ph in t ti Vit Nam.

1. 2.

3.
4.

Bi kim tra K44 D

1. 2.

3.

Phn tch m hnh kinh doanh in t v cc yu t dn n thnh cng ca alibaba.com. Trnh by nhng dch v cng in t c cung cp ti mt s website chnh ph in t ca Singapore. Hy nu nhng thun li v kh khn trong vic pht trin m hnh chnh ph in t ti Vit Nam. Trnh by nhng li th v hn ch ca ebay.com.