TMĐT - Chương 1 - Tổng quan về thương mại điện tử

Internet va Thudng mQi di~n tU TMDT 2.. t6 chile glao dye, chinh_,phu vci ca nhan voi nlau voi djch vy e-mail • • chuyen giao dul~u... Pllrti.M Eteettonie Pwe • Commwc• ElocVonic Digi

THliONG M~l OleN TlJ

,

~ fi" """ """' TS Hoang Th! ,., ,, Th<lo

~

KI~M TRA VA eANH GIA

(a) Bcii tc;.p giila kY (SO% cf~m):

-Bcii tc;.p A: 25% cf~m

Lam bell t(lp lheo cau hOI ~~ chiJdng lthuv't trinh va r>Qp bell slides)

• Nhom tc;.p 8: 25% cfoem

oy an kinh doanh lr6n mc;ong (lhl6t ki -bsHe va nQP ball

(b) Bcii ki6m tra cu~i IcY : 50% cf~m ( c:fi dong, tr6c ngh~m)

(c) f>ii!m mon hQC: (a) + (b)

(d) SOch tham khcio:

-"Electronic Commerce -A MC1nQ98rlal Persp4!Ctive", David Kin!!,

Jae Lee, Merrill Warkentin, H MlcliOel Chung, Prenlk:e Hall, 20011

-"E-commerce business, technoloav, societv", Kenneth C Laudon & Carol

Guercio Traver, Pearson, 6th Edft'IOn, 2010

0

NQI DUNG CHu'C1NG TRiNH Cl: GiOi th~u Thudng mgi a~n tU

C2 : Can ban v~ cong ng~

C3: Cac mo hinh kinh doanh tren mgng C4: Khach hang tren Internet

CS: Marketing frye tuy~n

C6: H~ th6ng thanh toan a~n tU

C7: Chihlluqc thlidng mgi a~n tU

Tong quan ve Thu'dng MQi

d· Dl~n Til

~ ~

NQI DUNG

1 Internet va Thudng mQi di~n tU (TMDT)

2 Thj tnJc}ng di~n til

3 LC1i ich va hQn ch~ cua TMDT

4 N~n kinh t~ ky thu(it s6

~

0

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l

I

i

- ltM - - - - ' """-ac•~-l-~to~t~l~

Ng ucS n : In terne t Sys t fiflS Con s ortium , In c , 2001 ill'

• Internet ki mQt (TIQng lu'oi n6i liin cac may tinh tren

• Thanh IQp 1960 tQi My vci phO biin rqng reii ngciy nay

• Khong co trung tcim cf.iu khiin trung u'dng

• N6i liin cac t6 chile kinh doanh t6 chile glao dye, chinh_,phu vci ca nhan voi nl)au voi djch vy e-mail • • chuyen giao dul~u mua sam nghien cilu, tin nhan,

am nhQc, tro chdi, tin tile, •

• Djch vy g6m co Web , e-mail, chuy~n file , v v

• co th~ do Iuong bllng s6 lu'~ng ngu'oi dang ky su dyng Internet , dang ky ten mien

0

SV PHAT TRI~N WEB

o Djch vy ph6 biin nhdt tren Internet

o Phat trkin vcio nhung nom ddu 1990s

o Cung cdp each truy cQp vcio trang web (HTML)

o Co th~ g6m van ban , d6 hQa, hoQt hinh , am nhQc, video

o Nqi dung web phat trkintheo cdp s6 nhan til 2 tY r(li dung website nom 2000 d~n 40-50 tY hom nay

•

Sl/ PHAT TRI~N NQI DUNG WEB

Nflu&n: GoogNinc., 2001

L!CH Slf HiNH THANH TMDT

banner qucing cao

•

~n va dgc b~t 10 cong ngll+ chuy~n ngan

ct~n tlJ va cong ngll+ bao mqt kich thich sy

0

o Mos~ corrnnon onl1ne.A.ct 1vftles Perlornted by u - s

r u d _ to N:.h ~t.n:u · .,n::ha

~ · ~~iiYi•idlioi"'i"j-ii•i·~

~ LI"i'i•ineiid·t·o·lniteiirin•i•i~~-~d~-

t; · ·-··ireidii-iiiiioiaiioiniit n i•iii' " i•i•ii•,.••~~~

co ~.al on • c: _t roo~.,., _ , • • ' bo•l'dlbut tfn b0411rd

.,

o Paid ~r - -.c dovvniOadtl on.nn

·~

~~,•,;,p-,•,'.;O::::;~~f.,*ff:.::=;,.~s;:,:~~';t,:: t•rn~~~t r or .liOtnttthfrw (H h l t f -r Nq(f

o,A t c ~ <t l nf~t - A.I:O :t.-t.n ~n<:l tn$Jiz'J-1;F~VI'S.1f A (!ritu-& t .2{)(;.)1!

E·COMMERCE

• sie u van ba n• (hypertext)

~ !

KINH DOANH £>1~N Tlf LA Gi?

E-BUSINESS

Mqt djnh nghia rqng hdn so vbi thl.ldng

mc;li cf~n t\1, khong chi g&m mua va ban

hang hoa/djch vv ma con thyc hijn djch

vv khach hang, hqp tac vbi cac dAi tac

kinh doanh va thyc hijn giao djch cf~n

t\1 vbi 1 t6 chuc

OAT CHUra 01 CVA QUY V1

""*,.~

_ ,., _ _ _

tit~'"'" }'lr

-·· ;: ::;;

O i\\d, ,H.-IU'

~t20H1lS

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~,.•~;;;;-;,;;· · ~ ~·-N~ "'- w••

~~~~~~2: -· · ' - - - ; 0 • • ~"':-':::'.:!:

- - ·- ··ll'l~·t:w"" ;t;•:><'ll'- , , , , _

-·- -

-·-,-:::: =· • :.:J• ::!1• ~ ;)

www.expedia.com

• GiOi phap du ljch cho cac ky nghi

• BOn san phdm du ljch fn!c til!p tQi bOn

• Giup len k6 hoQch du ljch va dgt ch6 tnlbc

• Giup mua cac djch vv du ljch dang khuyin mai

• £>du m6i cung c&p cac djch vv du ljch din nhiiu quAe gia

www expedia com

Mo hinh kinh doanh

• Khach hang:

• Ngudi tieu dung : ca nhan co nhu c&u du ljch

• Nhil cung clip : cong ty/t6 chuc ban SP du

ljch

• Thu nh(ip

• Ojch VI/ dc)t ch6

• Quang cao fn!c tuy~n

®

WWW.VATGIA.COM

Mo HlNH KINH DOANH: CllA HANG A 0

oSan phdm: qua tQng , my phdm, ky

thuc)t sa, du ljch,

o Khilch hang :

• Nguol tieu dung : ca nhan co nhu cdu giOI tri

va mua hang tieu dung

oThu nhqp

• BOn hang fn!c tuyin

• Quang coo try'c tuyin

, , _ _ _ : - _ It • , _ _ o - ;1 '*

»f - -~~,, , _ · -· - ·

~ , _ , ,.~ow- , _ _ ~

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BA GIAI OOAN PHAT TRIEN CUA TMDT

0 Giai dogn 1995 - 2000: d61 mol

o Giai dogn 2001 - 2006 : cung c6

o Giai dogn 2006 din nay: tal sangtQo

Vi doonh s6 va Jqi

nhuqn

Theo luqt va quan IY

chQthdn

C6ng ty lan

thbng

T ai trung gian

Web 2.0

Webm&i

Vi sy tang tnJong 111e1ng khan gia & mc;~ng xa hQi Chinh phu giOm sat mc;~nh

hdn C6ng ty lan ao SIS gia tang cac trung gian tn,tc fuy6n nhO tham gia vao qua trinh kinh doonh cua c6ng ty lan lldn

Trinh (mg dt , mg va cong ngM cho phep ngll'&i sli

dt , mg :

•Sang t;;~o , chinh slia , va phan bo n(>i dung

•Chia se tai l ieu tham khc'!O , hlnh anh, nh;;~c,

video ca nhan

•Tham dll c(>ng d6ng ao

Vfdt,J :

•Second Life

Thl tnl~ng mc;~ng tyc ph6t tn6n, chlla hoan chlnh, CQnh 1Tanh hOng h6a 1Tang

lll<;lc doanh lhu mQng hoan toQn tn\n lhl tnl~ng m~i m~ r~ng "bricks and dicks" tn\n lhl ~ng bOn 18 lruyoin lh6ng

Djch VV

22

Thong tin PhOn ph6i lh6ng tin, san pMmld!ch vv va thonh toQn

lh6ng qua mc;~ng lnlernet, va cac mc;~ng lh6ng lin khac

Kinh Ty clqng hoQ cac tac vv kinh doanh va qui trinh c6ng

Djch vy C6t giQm chi phi, tang chl.t lll<;lng san pMm va tang

nhanh lh6i gion giao hOng

Trl!c tuy~n Cung c6p khQ n6ng mua va bOn SP va lh6ng lin qua

lnlernel va cac djch vv tryc tuy6n khac

e

TMDT TOAN PHAN VA BAN PHAN

Ba khia CQnh

• san ph6m ldjch vy) 41J9c ban 1•9t ch6tts6 h6a);

• Qui trinh (v9t ch6tts6 h6a)

• Tile nh6n ch<im lo phan pMI (v9t ch6tts6 h6a)

• Thlldng mQi truyin th6ng

• Cac khia CIU1h ho<;lt lf9ng mang tinh v9t ch6t

• TME>T toan ph6n

• Cac khia c1111h ho<;lt lf9ng chi mang tinh s6 h6a

• TME>T ban ph6n

o C6 lhi baa g6m cac khia c1111h v9t ch6t va s6 h6a

co a tw,!odtd'lvv 1-49t6ng:mfiOQI~ i"f91dng~l*tl l"k;l~mqroWtn&l

ICOII6ng1hi.Ong pMnph6itw.gln mqng~~ tdl+nh:I94.1VA:Iu~

{Th6hri!tl;6n (EOI ,e-mai, HyperT~ dclph.lc:tr'Q'tf'l •vo"""'"- , ,

chO'-G ,.non TfOI'Wflr Pnmcol chat I'OOn'lll , -TML M.VA XMLJ IVAN WAH LAN,

hrill06n~-.) lrnlwt.Eidralwtl

, myc, coblogl r,., *· Wl-fl WSMax

Ho!&-o_

!Cold~~~tc,~\14

llh6ctlh6t-Q.klt1;6n

.O,ph6m.VI.!Ic6c ,

TM£>T TOAN PHAN VA BAN PHAN (TT.)

Pllrti.M Eteettonie Pwe

• Commwc• ElocVonic

Digita l

Produes

~I Traditional

Prodll::1 Comm.rw

• Thj tnlclng 10 m9t mQng IIIC1i cac tOe VV va m6i quan h9 ma theo dO cac hang hoa, djch vv thanh toan dll~c traa d6i

• Thi tnlclng cf~n tU Ia ndi ma ngllcli mua va n~ucli

bOn gQp nhau thong qua phlldng ~n cf~n tu

• Trong thi tnlclng cf~n t\1, ngllcli mua va ngllcli bOn 'gQp nhau' , thlldng lll~ng, dQt hang va thanh toan thong qua cac hinh thuc trao d6i tn,ic tuyin (on

-line) va phi tn,ic tuyin (off line)

•

TH! TRU'ONG Dli;N TO'

828: business to business

C2C: consumer to consumer

C28, G28, G2C, 82G, 82E, P2P

CHINH PHU (G)

DOANH NGHI~P (B)

DAN CHUNG/ NGtfOI TIEU DUNG (C)

[; (-f!

I ~ _ _ :'jjl ,

! "" " ' " ' ~ -:: -:: · ::;,~:~ :: · :;

2000 200 1 2002 2003 2004 2005 2006 2007 2008 2009 20 1 0 20 1 1 2012

Ye ar

Ngu&n : S Census Bureau, 2001

~~ t$'9$ tt'J ' T t 998 t9H :!()00 2001 :l«< l 2(1()3 :t()()4 t.Oo$ toot :200:- ~~~to 20 11 ~ t 2:!

""

Ngu&n : eMarket.r, In c., 2001d; U S, Censu s Bureau , 2008

a Nglldl mua hOng Nglldl b6n hOng

dill ' "

fli+n tU (Co s4 ~ 1\\ng)

Yfu cdu hSng tin ¥4 SP

Yfu c&u rnua hbng

y _ y d-.inh_h<lno

D6p Oneil 'f'6u c4u th6ng tin Tr6 IQI y6u c&u c~q~tap

Ghlnh4nV0.<4 muah<lno ., , _,*'""""'

n.lng b6o ki "' -4• """"' I I

l<4cnh4n-lo4n-thichl+n Mndljnhl

~· UU IJ I c ~::on""'"""., - ~ II llUI c"'"'" ""' , ,

~ mnu

NgAn h8ng ngttCii mua Nglln h8ng thJ hBnh thanh loin NgAn h8ng ngu'i1i ban

(Giai ngAn 111 dOng)

THf TRu'()NG DitN Tlf: MO HlNH PHDC T~P

CHVC NANG CUA 1 THI TRUONG

o Tqo tf.iu kijn thuqn lqi cho giao djch

• Giao nh(in

0 chuyjn glao lh6ng tin, hcing hcia ~c djch vy 1<11 ng</dl

mua

• Thanhtoan

0 chuyjn ti6n d&n ng</dl ban

• TQo nl6m tin

o ~ lh6ng tin dyng, danh tling, lilc nhcin 46nh gi6 nhll cac

bao cao v4 ngli<ll1i6u dUng ChUng thl,lc CUQ ben th(l ba

o Cdu nbi giua ngtiOi mua va ban

o ~c 416m s(m pMm duqc chcio ban

o T(ip hqp cac san pMm kh6c nhou

• Tim !dim ( ngu<li mua cho ngu<li ban va ngu<li ban cho ngu<li mua)

0 Thcing tin v4 giG ca yQ san phdm

o T6 chile ckjt giG va tr6 giG

o c&u n~l gli1o sis thich cila ngual mua va san pMm C.: a ngli<ll ban

• Kham pha giil

o Qu6 trinh va kilt qua x6c 4!nh giG

o C6 th6 so sisnh giG

oCo ses hQ t&ng co t6 chuc

oMa thl.ldng mqi, luqt he1p d6ng, Juqt bao

v~ ban quy~n gicli quyit tranh chap

oluqt xuat va nhqp kh<iu

oO~u ~ giam sat, ctiOng chi

• San pham thong tin vel giai tri duqc s6 hoa :

• Tai l~u giliy to: sach, bOo, h;~p chi , ph~u giam gia

hll(jng d~n s is dyng, tai l~u hulin lurin bOn hang

• san phdm IQO hinh : hinh , th~p, ljch , bOn d6 , ap phich,

tia X quang

• Audio : nhQc, bOi d~n thuyit, bOi giOng

• Video: phim, chudng trinh tivi, nqi dung video

c ong ng~

• Du co sy thlit bQi cua m(it sli cong ty kinh doanh tren

m<;~ng t6ng doanh sli thu'dng mQi cr~n tU dang tang tU

15 -25% mlii n<'im

Cac m(it hOng mua sdm nhiiu nhlit tren m<;~ng 10

cac m(it hang kho tim fhliy o ndi khac

Danh m1,1c cac m(it hang thu'ong mua 10

SQch, CD, am niM;Ic, pMn moim

Do sy ~n bQ cua cong ngh~ dan dan cac m(it

hang can xem xet (high touch) cung se bon du'Qc

tren m<;~ng nhu' :

Qu6n ao, lh<li trang, trang s(Jc, SP cham sbc s(/c kho8 va

16m &!P

o Biiu t\/Qng, dliuh~u khCii n~m :

• Vi vCi dqt ch6: may boy, khlldl SQn, hOa nhqc, SO/ kJtn fh6 thao, v(in c!Mrf6n

• C6ng cy tai chinh: chi philu, ~n "'"" tV, 1M tin dyng bOo '"'m

""'tin dyng

o Quo trinh va djch v1,1 :

• D;ch vy cua chinh phil: thu tyc phOp ty quy tr<l cAp thanh toan phUc 1<!1 giloy phip

• chuyin th6ng cl;tp: th</, tax cl;tn thoqi

• Qu6 trinh h;lo ra g;/1 tri klnl1 _ ,, thao t6c dqt hang dqt ch6,

theo d61 t6n kho, lclm h</p clclng

• !>Au g;/1 tria g;/1 thUclng kJ<Ing

• Glclo dye til xa t\1 v6n thullc vel s(/c khie, sdc "'P· vel nhVng t\1

vAn khllc

• Glial tri ~ tile, c9ng clclng lao ®

Internet Users in the World

Distribution by World Regions - 2012 Q2

• Asia 44.81'

I Europe Z1.5V

I fforth America 11.41'

I LatAm I Caribb 1o.4%

.:J Africa 1.0 '»

II Middle East 3.7V

I Oceania I Australia 1.0% Sourc~ : Internet World Slats- www.internetworldstats.com/stats.htm

Basis: ,405,518,3761nternet users on June 30, 2012

Copyright@ 2012, Miniwatts Marketing Group

Internet Users in the World

~ ·~··· i, • " ' l

furOP* ~···fill S U f

M t1f e( ut

6ce ri.1 1 I

ll.u~r-1• r 1

"'3j

~tion • Of tn~ · ·

l t 05.~19 , 3 i 61 mernH u s ~rs e s m:at~ CI tot J u ne 30 , Ztl12

Co igntCI10 t 3 t.lm!W J U$ Mal't<eti n g Group

Top Five us I n te rnet Re ta ile rs , Ranked by Emerging*

Capabilitie s , 006

Pe($003Jiz.!llion tools aUD\Y cu&tomel'S to <tefme snC<pping i!Xp&r>llttCI>

E>cteO$lW C<>r\tent lnt l u<tlt~g \lldeo i>t'td S<~amless

linkS to itlird·PMY content

item avMab•Jlty; oollrte vlU~ / tr1UtiC

Shop .n yow l aftl!uag~comll;ltll p deQ$ ()(~1io>e ,

vser«Jr~n product t\ISlom<ta!ioo nd

virtUA!Il<'rtiQil

103926

S10 S S1U S1U S1:U

Fl:l(ebook Ad Performance Metricswortdwlde ,

by - Gender, -~- ,., ,"' Q1 2011 · Q2 2012

2011

q1 Q.2 Ql

S0.36 S O.JS

s on so zs

.061% 0.060%

S0 3S S03~

50 27

$13.6

2006 2007 2008 2009 2010 2011 2012

Austr alia S1 04S $11416 S V8 9 $1 l24 S 1l 4 9 $2 ! 011 S211 00

SCUth Ko rea $474 SS3S s~ $683 S796 $89$ S9U

l ndia - S 1 4 JlS S £ .!!! ~-$19 S2 2

!T.-1)~ \W/Ii tNatletttr .COOl

Wh.at: kind of websites do you purdms(' fr·<>rn ~~

mo<;.t frequently when shopping online?

, t' ,., I'Joff'>W~fC\W:CW>f' ,

•Sit*' l ~~-lf>w)".:Nt~'>'fl.c'Ap.t<.'l<f:uotb, ,O'I,~6hWf<tl"'t~~

~ • ui<:>t'lt.MM~I!ll:nyOu ~J.Wo,'Jrify"'~ M(-M!n

asous 'N' W:4oi>"U:iltM'if':p;.t~ u~~ca'~dO'>IM'> Ntp~

.St'" , l ~l:.!.\;.;t"'h>WIIX'~~~ Nk:_.,~n\<Wlao:"1f01tll!~

<.:~::!.,.oEI"C.M~~-Q';tCI'ft•-,.~blM'H~I>.II ~=~~~ ~ - j

What· is your online !>hopping spendang pen::entage

of to1:at rnonthly spending?

WGM-.nlb _~W'K • a t _\1'K:.W4t-I:S115o

fi<M , _>2fi.'K uvJ'W" • • ·n~i:1'K ,I<'Jf~""- - ~"'""'-'"t.h"""'l:'!o ._

~»HI· AU I ~h~J917"rii1>«(CM? ~ ~ 1 - <4

}hJQVtt,.,(),S05-~I.ffl-(<PI~">f~V~-Q,AtQ;O•J:wf<l(h«nf<'t >l'~ ~ >#,:lUIU-.NI!V<I:hJ r.(>1ft

···-···· ···-··· ···-··· ···- ··· ··· -· ·· ···

1 Books

2 ClothingJaccessories/shoes

3 Airline tickets

4 El~ctronic Equipment

5 Tours/hotel reservations

swny

••

Wh~t p.-(.')d\t< t./-set vk:('""> ~,;j.c:_) yotl intend to pt.1f'('h.i.t"'>e onlinE~ in t.lH~ rl4'i!'X t 6 rn<:.~nth~~

G lob al Averag&

bOO k 1o

< h:Hhff"W/ h C ('.<l'l:'lio~ iii'$/Stn~~:'l

, ill' l l fl'i'>t h.-: t w f./ 1~~""-"lkH•!'f

'r<teM'VHO I al ~-~r".a•l oe- H,_,

<.:osr"t"MtH~, u~ r itft)" s.uppt1tJS

( vent T l c: otK~

Vfdo.'.l:'.VI>Vt:a.V<;;.;',ttn-"::"J 1A

1 oyovua-U ~o - 1 · 1

<;.:<;> t np\l"t4t¥').Q''tw a r • - '11

, low~ - a

A~ ~ ~(M'MO b ~IM;s & V'~t."S - 7 u.:.u.'I-Y ::6-uf.>l>lh>t$ - · r

.•M<.;(.•otw,"otA<.(.I1'<1"'1<.!$ - 6

Ot.nbt - 7

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\h!l-• - #l>$to • n-.~~.tl-~

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