Chapter

5Business-to-BusinessStrategies:FromElectronicDataInterchangetoElectronicCommerce企業間電子商務戰略(B2B)

從EDI到電子商務1培訓專用電子商務VS傳統商務傳統商務B2BC2CB2C2培訓專用LearningObjectives學習目標Inthischapter,youwilllearnabout:Strategiesthatbusinessesusetoimprovepurchasing,logistics,andothersupportactivities

改進采購、物流和其他支持活動的業務戰略;Electronicdatainterchange,howitworks,andhowbusinessesaremovingittotheInternet電子數據交換(EDI)及其工作原理;HowbusinessesaremovingelectronicdatainterchangeoperationstotheInternet企業在互聯網上開展EDI的方式;3培訓專用LearningObjectives學習目標4培訓專用Purchasing,Logistics,andSupportActivities

采購—物流—支持活動

Electroniccommercepossessesthepotentialforcostreductionandbusinessprocessimprovementinpurchasing,logistics,andsupportactivities.

在采購—物流—支持活動過程中，為了節省的成本和對業務流程的改進，電子商務發揮了巨大的潛力。Anemergingcharacteristicofpurchasing,logistics,andsupportactivitiesisthattheyneedtobeflexible.采購—物流—支持活動的一個新特征就是要求這些活動具備靈活性。5培訓專用5.2.1PurchasingActivities采購活動Purchasingactivitiesinclude:采購活動包括：Identifyingvendors尋找賣主Evaluatingvendors評估賣主Selectingspecificproducts選擇特定產品Placingorders發送訂單Resolvinganyissuesthatariseafterreceivingtheorderedgoodsandservices解決收貨后出現的問題6培訓專用PurchasingActivities采購活動Procurementincludesallpurchasingactivities,plusthemonitoringofallelementsofpurchasetransactions.

“采購”一詞涵蓋所有購買活動以及對購買過程中所有活動的監控ByusingaWebsitetoprocessorders,thevendorsinthismarketcansavethecostofprintingandshippingcatalogsandthecostofhandlingtelephoneorders.在網絡上處理訂單可以讓供應商節省印刷與郵寄產品目錄的成本和處理電話訂購的成本。7培訓專用PurchasingActivities采購活動

8培訓專用PurchasingActivities采購活動9培訓專用PurchasingActivities采購活動10培訓專用5.2.3LogisticActivities物流活動11培訓專用5.2.4SupportActivities支持活動12培訓專用TrainingandKnowledgeManagement培訓與知識管理13培訓專用5.2.5E-Government電子政務Althoughgovernmentsdonottypicallysellproductsorservicestocustomers,theydoperformmanyfunctionsfortheirstakeholders.

雖然政府并不向客戶銷售產品或服務，但他們要為利益相關者執行許多職能。Governmentsalsoperformbusiness-likeactivities;forexample,theyemploypeople,buysuppliesfromvendors,anddistributebenefitpaymentsofmanykinds.

政府也會進行類似企業的活動，如雇傭員工、采購用品、發放工資和福利。Theuseofelectroniccommercebygovernmentsandgovernmentagenciestoperformthesefunctionisoftencallede-government.政府及其機構利用電子商務執行這些職能稱為電子政務。14培訓專用E-Government電子政務TheU.S.government’sFinancialManagementService(FMS)openeditsWebsite,P.

2000年，美國政府的財政管理局（FMS）建立了P網站FMSisresponsibleforreceivingthegovernment’stax,license,andotherfeerevenue.

FMS部門主要負責接收政府的稅費收入，FMSisresponsibleforpayingoutSocialSecuritybenefits,veteransbenefits,taxrefunds,andotherdisbursements.

FMS部門并負責發放社保金、退休金、退稅及其他支出。StategovernmentsarealsocreatingtheirownWebsitesforconductingbusinessandinteractingwiththeirstakeholders.州政府也建立網站開展業務并與利益相關者溝通。15培訓專用E-Government電子政務16培訓專用5.2.6NetworkModelofEconomicOrganization經濟組織的網絡模式17培訓專用5.2.6NetworkModelofEconomicOrganization經濟組織的網絡模式18培訓專用5.3ElectronicDataInterchange(EDI)電子數據交換EDIisacomputer-to-computertransferofbusinessinformationbetweentwobusinessesthatusesastandardformat.

EDI是一某種標準形式在企業之間以計算機對計算機的方式傳遞企業信息Thetwobusinessesthatareexchanginginformationarecalledtradingpartners.

交換信息的兩家企業通常稱為交易伙伴FirmsthatexchangedatainspecificstandardformatsaresaidtobeEDI-compatible.如果企業是以特定標準形式來交換數據，則稱企業是EDI兼容的。19培訓專用5.3ElectronicDataInterchange(EDI)電子數據交換Thebusinessinformationexchangedisusuallytransactiondata;however,itcanincludeotherinformationrelatedtotransactions,suchaspricequotesandorder-statusinquiries.

所交換的業務信息通常是交易數據，但也包括同交易有關的其他信息，如報價和訂單狀態等。TransactiondatainB2Btransactionsincludestheinformationusuallyonpaperinvoices,purchaseorders,requestsforquotations,billsoflading,andreceivingreports.企業間的交易數據一般包括：發票、訂購單、報價請求、發貨單和收獲通知等。20培訓專用5.3.1EarlyBusinessInformation

InterchangeEfforts

早期的業務信息交換21培訓專用5.3.2EmergenceofBroaderEDIStandards廣泛標準的出現TheAmericanNationalStandardsInstitute(ANSI)hasbeenthecoordinatingbodyforstandardsintheU.S.since1918.

美國國家標準協會(ANSI)是成立于1918年的美國國家標準的協調組織。In1979,ANSIcharteredanewcommitteetodevelopuniformEDIstandards.ThiscommitteeiscalledtheAccreditedStandardsCommitteeX12(ASCX12).

在1979年，ANSI制定一個新的子委員會來制定統一的EDI標準，該委員會稱為公認標準委員會(ASCX12).In1987,theUnitedNationspublisheditsfirststandardsunderthetitle“EDIforAdministration,Commerce,andTransport(EDIFACTorUN/EDIFACT)”.1987年，聯合國以“管理、商務和運輸”的EDI名義公布了第一個標準22培訓專用5.3.4Value-AddedNetworks

增值網23培訓專用DirectConnectionBetween

TradingPartners

貿易伙伴間的直接連接方式DirectconnectionEDIrequireseachbusinessinthenetworktooperateitsownon-siteEDItranslatorcomputer.

直接連接EDI要求網絡上每個企業都運行自己的EDI翻譯計算機。TheseEDItranslatorcomputersarethenconnecteddirectlytoeachotherusingmodemsanddial-upphonelinesordedicatedleasedlines.這些EDI翻譯計算機通過調制解調器以及撥號電話線或專線直接連接。如下圖所示：

24培訓專用DirectConnectionBetween

TradingPartners

25培訓專用IndirectConnectionBetween

TradingPartners

貿易伙伴間的間接連接方式Insteadofconnectingdirectlytoeachofitstradingpartners,acompanymightdecidetousetheservicesofavalue-addednetwork.

除了與貿易伙伴直接連接外，企業還可以通過增值網與貿易伙伴間接連接。Avalue-addednetwork(VAN)isacompanythatprovidesthecommunicationsequipment,software,andskillsneededtoreceive,store,andforwardelectronicmessagesthatcontainEDItransactionsets.增值網是指一個企業提供接收、存儲和發送電子信息（包括EDI報文）所需的通信設備、軟件和技術。26培訓專用IndirectConnectionBetween

TradingPartners

27培訓專用VAN增值網28培訓專用5.4EDIontheInternet

互聯網上的EDITradingpartnerswhohadbeenusingEDIbegantoviewtheInternetasapotentialreplacementfortheexpensiveleasedlines.

隨著互聯網的出現，那些原來采用EDI的貿易伙伴開始考慮用互聯網替代昂貴的專線和撥號連接ThemajorroadblocktoconductingEDIovertheInternetwassecurity.

在互聯網上進行EDI的主要障礙是互聯網的安全性較差AstheTCP/IPwasenhancedandSHTTPprotocolwasdeveloped,businessesworriedlessaboutsecurityissues.隨著互聯網的TCP/IP基礎結構用SHTTP等安全協議和多種加密技術增強之后，企業對互聯網安全問題的擔心減少了，但還沒有完全消除。

29培訓專用5.4.1OpenArchitectureoftheInternet互聯網的開放式體系結構Anumberofnewfirms,suchasCommerceOneandIPNet,havebegunprovidingEDIservicesontheInternet.

CommerceOneandIPNet等很多新企業已開始提供互聯網的EDI服務。EDIontheInternetisalsocalled“openEDI”becausetheInternetisanopenarchitecturenetwork.

互聯網的體系結構是開放的，所以互聯網EDI也稱為開放式EDINewtools,suchasXML,arehelpingtradingpartnersbeevenmoreflexibleinexchangingdetailedinformation.XML等新工具可以使貿易伙伴間的信息交換更加開放靈活30培訓專用5.4.2FinancialEDI金融EDITheEDItransactionsetsthatprovideinstructionstoatradingpartner’sbankarecalledfinancialEDI(FEDI).

向貿易伙伴的銀行發出指令的EDI報文標準稱為金融EDIAllbankshavetheabilitytoperformelectronicfundstransfers(EFTs).

所有銀行都可以進行電子資金轉帳(EFTs).MostEFTsarehandledthroughtheAutomatedClearingHouse(ACH).

美國大部分的EFTs都是通過自動清算所(ACH)完成的SecurityandreliabilityareissuesofFEDI.FEDI的問題是安全性和可靠性31培訓專用HybridEDISolutions

混合的EDI解決方案32培訓專用5.5SupplyChainManagement

供應鏈管理Thepartofanindustryvaluechainthatprecedesaparticularstrategicbusinessunitisoftencalledasupplychain.

某個戰略業務單元之前的行業價值鏈通常稱為價值鏈Acompany’ssupplychainforaparticularproductorserviceincludesalltheactivitiesundertakenbyeverypredecessorinthevaluechaintodesign,produce,promote,market,deliver,andsupporteachindividualcomponent.

企業產品或服務的供應鏈包括價值鏈上的各種經營者所開展的設計、生產、促銷、銷售、運輸和支持等活動。Thepurchasingdepartmenthastraditionallybeenchargedwithbuyingallthesecomponentsatthelowestpricepossible.傳統意義上，采購部門負責以可能低的價格購買所有零件，而忽略了供應鏈的總成本。33培訓專用5.5.1ValueCreationintheSupplyChain供應鏈中的價值創造Theprocessoftakinganactiveroleinworkingwithsupplierstoimproveproductsandprocessesiscalledsupplychainmanagement(SCM).

主動同供應商合作來改進產品和業務流程的過程稱為供應鏈管理SCMwasoriginallydevelopedasawaytoreducecosts.供應鏈管理最初的目標是降低成本34培訓專用ValueCreationintheSupplyChain供應鏈中的價值創造Today,SCMisusedtoaddvalueintheformofbenefitstotheultimateconsumerattheendofthesupplychain.

現在，供應鏈管理的目標是為供應鏈末端的最終用戶提供更多的價值。Supplychainmemberscanreducecostsandincreasethevalueofproductsorservicestotheultimatecustomer.通過合作，供應鏈成員可以降低成本、增加最終顧客獲得的產品或服務的價值35培訓專用InternetTechnologiesinthe

SupplyChain供應鏈中的網絡技術ClearcommunicationsandquickresponsestothosecommunicationsareakeyelementofsuccessfulSCM.

明確的溝通以及成員對溝通的快速響應是供應鏈管理成功的關鍵TechnologiesoftheInternetandtheWebcanbeveryeffectivecommunicationenhancers.

互聯網技術是實現這一溝通的有效工具Figure5-3liststheadvantagesofusingInternetandWebtechnologiesinSCM.表5-3所示為在供應鏈管理中使用互聯網技術的好處36培訓專用表5-3InternetTechnologiesintheSupplyChain

供應鏈中的網絡技術

37培訓專用表5-3InternetTechnologiesintheSupplyChain

供應鏈中的網絡技術38培訓專用IncreasingEfficiencyinthe

SupplyChain提高供應鏈的效率39培訓專用TechnologyintheSupplyChain

供應鏈技術40培訓專用UsingTechnologytoCreateanUltimateConsumerOrientation

建立消費者導向41培訓專用5.5.3BuildingandMaintainingTrust

intheSupplyChain

建立與維系供應鏈的信任Themajorissuethatmostcompaniesmustdealwithinformingsupplychainalliancesisdevelopingtrust.

對大多數企業來說，建立供應聯盟的主要問題是建立彼此間的信任關系Continualcommunicationandinformationsharingarekeyelementsinbuildingtrust.

持續的溝通和信息共享是建立信任的主要手段VendorsarefindingthattheWebgivesthemanopportunitytostayincontactwiththeircustomersmoreeasilyandlessexpensively.供應商發現互聯網為自己提供了同客戶進行方便、低成本溝通的機會。42培訓專用5.6ElectronicMarketplacesandPortals電子集市與門戶43培訓專用ElectronicMarketplacesandPortals電子集市與門戶BecausethesehubswouldofferadoorwaytotheInternetforindustrymembersandwouldbeverticallyintegrated,theseplannedenterpriseswerecalledverticalportalsorvortals.

由于這些交易中心為本行業成員提供了網上門戶和垂直集成，這些企業也被稱為垂直門戶。Aswithmanyelectroniccommercepredictions,thepredictionthatverticalportalswouldchangebusinessforeverdidnotturnouttobeexactlycorrect.像其他許多對電子商務的預言一樣，垂直門戶將會改變行業的預言也沒有成為現實。44培訓專用5.6.1IndustryMarketplaces

行業集市45培訓專用IndustryMarketplaces行業集市46培訓專用IndustryMarketplaces行業集市47培訓專用IndustryMarketplaces行業集市48培訓專用5.6.2PrivateStoresandCustomerPortals

專門店鋪與客戶門戶49培訓專用PrivateStoresandCustomerPortals專屬店鋪與客戶門戶50培訓專用5.6.3PrivateCompanyMarketplaces

專屬電子集市51培訓專用PrivateCompanyMarketplaces

私人電子集市52培訓專用5.6.4IndustryConsortia-SponsoredMarketplaces

行業共同電子集市53培訓專用Marketplaces集市54培訓專用復習題55培訓專用1、Definedirectmaterialsandindirectmaterials.Whywouldalargecompanyhavetwoseparatedepartmentstomanagethepurchasingofeach?Largecompaniesneedtokeepsuchdifferentitemsseparate,sinceone(directmaterials)isrelatedtothecreationandsaleofthegoodsorservices,whiletheindirectmaterialsincludethenon-productiondepartments(accounting,research,IT,etc.)Mostindirectmaterialsdepartmentsareconsideredadrainonprofits.56培訓專用2、WhichindustrieswerethefirsttoestablishstandardEDItransactionsets?Statewhy,inyouropinion,theseindustriesweremoreinterestedinsettingstandardsthanotherindustries.Thefreightandshippingcompanieswerethefirst,becausetheyhadthemostpaperworktocover;EDImadetheirpaperworksystemobsolete.57培訓專用3、Defineknowledgemanagement.Brieflydescribethreeadvantagesthatamanagementconsultingfirmcouldgainoveritscompetitorsbycreatinganinternalknowledgemanagementsystem?

Knowled