BCOM3501 ?????????????????????????????? 3(2-2-5) Electronics Business Management ??????? ????? ?????????????? ???????? ??????????????????????????????????? ????????????????????????????????????? e-mail:

1
BCOM3501 ??????????????????????????????
3(2-2-5)Electronics Business Management
??????? ????? ??????????????????????
?????????????????????????????????????????????????
???????????????????????e-mail
sukits-stou_at_hotmail.comwww.thai2opensource.comte
l 08-9309-8945
2
???????????????

• ???????????????? ??????? ????????????? ?
  ???????????????????????????? ????????????????????
  ??????????????? ?????????????????????????????????
  ???????????? ?????? ??????
• ?????????????????????????????????????????????
• ????????????????????????????????????????????????
  ??????????????????????????????????????????
• ?????????????????????????
• ????????????????????????????????????
• ??????????????????????????????????????????????????
  ??????????????????????????

3
??????????????????

1. ??????????????????????????????????????????????????
   ?? ???????????????????????
2. ??????????????????????????????????????????????????
   ????????????????????????????????
3. ??????????????????????????????????????????????????
   ??????????????
4. ??????????????????????????????????????????????????
   ????????????????????????????? ????????????????????
   ????

4
????????????????????

• ?????????
• ????????? 4 ??? 3(2-2)
• ????????????????????????????
• ???????????????
• ??? 15 ???? ???
• ??? 30 ???? ???
• ???????????? 80 ????????????
• ?????? download ????????????
• http//www.stou-coop.com/com

5
????????????????????

• ??????????? 1 ??????
• ???????????????????????????????? 1 ????
• ???????????????????
• Problem statement
• Requirements specification Document
• Design Document
• Testing Plans and User Manual
• Demonstration
• ??????????????????

6
????????????????

• ??????? 30
• ?????????/??????/Quiz/??????????????? 20
• ?????????? 20
• ?????????? 30
• ????????????????????

7
??????????????? 1???????????? SWOT ????????

• ??????????? dot com (??????????) 1 ??????
  ????????? 1 ??????
• ?????????????????????????? ???????????????????
• 1. ??????????????????? Domain ????????
  ?????????????????????????????? www.register.com
  or thainic.net ???????????????????????
• ???? Domain
• ??????????????????? ??????????
• ?????????????????
• ????????????????
• 2. ?????????????????????????
• 3. ???????????????????????????????????????????????
  ????
• 4. ?????????????????????????????? ???? ??? B2C
  C2C ???? B2B ???????

8
??????????????? 1???????????? SWOT ????????(2)

• 5. ??????????????? ?????????????
• 6. ??????????????? ??????????????????
• 7. ???????? ????????????
• 8. ???????????????????????
• ???? Home ???????????
• ????????????? ???? ???????????????? ????????
  ??????????
• 9. ?????????????? 6P (price, product, promotion,
  place, personalization, privacy) (???? ???? ,
  ?? ??? ??? ??? )
• 10. ???????????? update ??????
• 11. ??????????????????? (??.??????????????? logo
  ????????????????????????????????)
• 12. ?????????????? CRM ????????? ???? Web board,
  FAQ, Chat Room, E-mail
• 13. ?????????????? (????? Visitor ????
  www.truehit.net)

9
??????????????? 1???????????? SWOT ????????(3)

• 14. ???????????????????????????????
  ??????????????? ???????
• 1. ???? search engine ???? google.com,
  sanook.com (3 ????????)
• 2. ???? key words ??????????? ??? (????????? 4
  ??)
• 3. ?????????????????? (??????????????????????????
  ?????????? ???????? ??????? 5 ????
  ?????????????????????????????? 5)
• 15. ???? ??????? ????????????????????????

10
????????????????????????????

• ????????????????????(e-business)
  ??????????????????????????????????????????????????
  ??????????????????????????????????????????????????
  ??????????????????????????????????????????
• ????????????????????? E-Business
• 1. ???????????????????????????????????????????
  ????????????????? ??????????????????????????
  (Value chains)
• 2. ?????????????????? ?????? (Supply Chains)
  ?????????????????????????????????????? ????
  ???????? ???????? ??????????????

11
E-Business (e-Biz)

• ????????????????????????? ????????????????????????
  ? ????????????????????????? ?????????????????????
  ??? ???? ??-?????????(E-Commerce) ???
  E-Commerce ????????? ????
• - ???????
• - ??????
• - ????-??? ?????????????????? Internet
• ???? E-Commerce ???????????????? E-Business
  ?????????????? ??????????????????? Internet
  ??????????????????????? ?????????
  ????????????????? ????????????????????????????????
  ??????????????

12
Introduction to e-Business

• ?????????????????????????????
• Business to Business
• Business to Government (e-Procurement)
• Business to Consumer
• Government to Business
• Government to Government
• Government to Consumer (e-Government
  e-Revenue)
• Consumer to Business
• Consumer to Government
• Consumer to Consumer (Direct Marketing)

13
Introduction to E-Commerce

• E-Commerce ??? ???????????????????????????????????
  ???????????? ????
• 1. ????????????????????????? ?????????????????????
  ?????????????? ???????????????????????????
  ??????????????????? ????????????????
  ??????????????????????????????????
  ??????????????????????????????????????????????????
  ?? ??????????????????? E-Government
• 2. ?????????????????????????????????? ??????
  ???????????????? ???? ???? CD ????Internet ????
  EDI ??????????????????? ?????????????????????????
  ???
• 3. E-Commerce ??????????????????????????????
  ??????????????????????????????
• ???? Internet ??? ????????? Internet
  ????????????????????????????????(??????????????)
  4. Mobile Commerce M-Commerce
• ??????????????????????????????????????????
  ?????????????????????????????? ???????????????????
  ??????????? ???? ?????????????? ????????????
  ??????????????????? ??????????????????????????????
  ?????????? (WAP Wireless Application Protocol)
  ?????????????????????????????????????????
• ???????????? M-Commerce
  ????????????????(Mobility) ??????????????(Reachabi
  lity)

14
Introduction to E-Commerce

• E-Commerce ????????????????????? 3 ?????? ????
• 1. New Market ???????????????????????????????
  ??????????????????? ??????????????????????????????
  ?? ???????????????????????????????????
• 2. New Business Process ?????????????????????
  ??????? ???????????????????????
  ??????????????????????????????????????????????????
  ????
• 3. New Product ?????????????????????????????
  ??????????????? (Digital Thing Feature)???????????
  ????????????????? ????????????????? 3 ?????????
• Marginal Cost 0 ,
• Tax 0
• Transportation cost 0

15
???????????? (e-Commerce Framework)
16
E-Commerce Framework
?????????????????
??????????????
?????????????????????
??????????????????
????????????????
?????????????????????
???????????????
??????-???????????????????
17
????????????
??????? 1 ??????????????
??????? 3 ???????????
??????? 2 ????????????????
??????? 4 ?????????
18
????????????
??????? 2 ????????????????
??????? 1 ??????????????
Network System Communication Channel Security and
Payment System
e- Retailing e- Advertising e-Auction e-Service e-
Government m-Commerce
??????? 3 ???????????
e-Commerce Application Development Strategic
Planning for e-Commerce e-Commerce Law Domain
Name Registration Web Site Promotion
??????? 4 ?????????
Business Model
19
??????????????(e-Commerce application)
20
??????????????

1. ???????????????????????????? (e-Retailing)
2. ?????????????????????????????????
   (e-Advertisement)
3. ??????????????????????????? (e-Auction)
4. ?????????????????????????????? (e-Service)
5. ???????????????????????? (e-Government)
6. ?????????????????? (M-Commerce)

21
????????????????(e-Commerce infrastructure)
22
????????????????

• ??????????????????????????????????????????????????
  ????????????????
• ????????????? (Network)
• ??????????????????????? (Channel Communication)
• ???????????????????????????????? (Format and
  Content Publishing)
• ???????????????????? (Security)

23
???????????

• ?????????????????????? e-Commerce
  ?????????????????????????????
• ???????????????????????????????????? (e-Commerce
  Application Development)
• ?????????????????????????????????????
  (e-Commerce Strategy)
• ??????????????????????????? (e-Commerce Law)
• ???????????????????????? (Domain Name
  Registration)
• ????????????????? (Web Site Promotion)

24
???????????????????????????(classification of
e-commerce)
25
Introduction to e-Commerce

• Internet
• APRANET (Advanced Research Projects Agency
  Network 2512)
• ??????????? Internet ????? http//www.clickz.com/s
  tats/big_picture/geographics/article.php/5911_1511
  51
• ??????????? Internet ????? (http//www.ntl.nectec.
  or.th/internet/user-growth.html)
• ?????????????????????????????????????????????????

Computer Industry Almanac Inc.
7.57M
26
???????????????????????????????E-Commerce Model

• Thaigems.com
• Amazon.com
• ebay.com
• Pantip.com
• Foodmarketexchange.com
• Dell.com
• Fedex.com,DHL.com

• Online Catalogue
• E-Tailer
• Auction
• Web Board
• E-Marketplace
• B2C Supply chain
• Logistics Service

27
??????????? E-Commerce ???????????????

• 1. ?????????????????????????????????????
  ????????????
• 2. ??????????????????????????????????????????????
  ?????????????
• 3. ????????????????????????????????????
  ??????????? ??????????????????????????????????????
  ??? 80
• 4. ??????????????????????????? ????? Internet
  ???????????????????
• 5. ?????????????????????????????????????????????
  ????????/???????
• 6. ?????????????????????????????????????????????
  ?? (Niche Market)
• 7. ??????????????????????????????????????????/??
  ??????????
• 8. ??????????????????????????
  ????????????????????????????
• 9. ??????????????? ???????????????????????????
  ?????????????????????????????

28
????????????????????? (Technological Limitations)

1. ??????????????????????????????????????????
   ??????????? ??????????????????
2. ?????????????????????????????(Bandwidth)???????
3. ????????????????????????????????????
4. ?????????????????????????? Internet
   ??????????????? E-commerce ?????????????????
5. ??????? Web Servers ??????????????????????????????
   ????? Network servers
6. ??????????????????????????????????????????????????
   ??????????????????

29
???? E-Commerce ??? E-Business ??????????????????
?????????
????????????????????? E-Business ?????
E-Commerce ???????????????????????????????????????
? ?????? E-Commerce ???????????????? E-Business
?????????????????????????? ???????? E-Business
?????????????????????????????????? ???????
??????? ??????? ?????????????? ???????????????????
?????????????????????????????????? ??????
????????????????? (IT) ???????????????????????????
??????????????????????????????????????????????????
???????????? ???????? E-Commerce
??????????????????????????-??? ???????????????
????????

30
?????????????????? (Digital Economy)

• ??????????????????????????????????????????
  ??????????????? ?????????????????? (Digital
  Economy) ??????????????????????????????????????
  ??????????????????????????????????????????????????
  ????? ?????????????????????????
• ???????????? E-commerce ?????????????????????????
  ?????????? ??????????????????????????????????????
  (New Economy) ???????????? ????????????????????
  ???????????????????????????????????????????
  (Intangible Asset) ?????????????????????????????
  (Tangible Asset) ????????????????????????????
  ??????? ?????? ??????????? ?????? ??????????

31
?????????????????? (Digital Economy) (???)
E-commerce
E-Business
Digital Economy
32
Pure E-commerce and Partial E-commerce

• Pure E-commerce ??? ???????????? E-commerce
  ??????????????? Digital ??????????
  ??????????????????????????????
• ????????????????? ???? ??????
• ?????????????????
• ?????????
• ???????????? ?????????? ??????? ???? ???? ?????
  ??????????????????????????????

33
Pure E-commerce and Partial E-commerce (???)

• Brick and Mortar Organization ???
  ??????????????????????????????????????????????????
  ??????? (Pure Physical) ???? ????????????????????
  ?? ??????????????????????? (Sales)
• Click and Mortar Organization ???
  ???????????????????????????????????? EC
  ???????????? ???? ??????????????????????????
• Partial E-commerce ??? ???????????? E-commerce
  ?????????????????????????????????? (Physical)
  ???? ??????????????? ????????????????????????????
  ????????? ???? ??????????????????????????????????
  ???? ATM ???????

34
The Dimensions of EC
Source Choi et al. (1997), p. 18.
35
Internet vs. Non-Internet EC

• ????????? E-commerce ??????????????????????????
• ??????????????????? VAN (Value Added Network
  ????????????????????????????????????
  ???????????????????? ?????????????? EDI
  ???????????????????)
• ???? LANs (Local Area Network
  ????????????????????????????)
• ???? ???????????????? Stand Alone ??????????????
  ???????????? ???? ????????????????????????????????
  ???? ??????????????????????????????

36

• ?????????????????????????????

Business Government Consumer
Business B2B B2G B2C
Government G2B G2G G2C
Consumer C2B C2G C2C
37
???? e-Commerce ?? 4 ?????????? ? ???

• ??????????????? (Business to Business ???? B to B
  ???? B2B)
• ??????????????? (Business to Consumers ???? B to
  C ???? B2C)
• ??????????????? (Business to Government ???? B to
  G ???? B2G)
• ??????????????? (Consumers to Consumers ???? C to
  C ???? C2C)
• (??????????????? (G2G)????????????????
  ???(G2C) ?????????????????????????????????)

EDI
B
EDI
B
E-Retailing
E-Government
G
C
G
C
E-Government
E-Community
E-Government
38
E-Commerce ??? B2B

• Business-to-Business (B2B) ???????????????????
  ???????????????????????????? ?????????????????????
  ??????? ??????????????????
  ?????????????????????? ????????????? ????
  ??????????????????????????????????????????????? -
  ?????? ????????????????????????????????? L/C
  ???????????? Bill of Exchange ?????

Supply Chain Management (SCM)

B2B
Information Selling
39
???????? E-Commerce ?????? B2B
40
???????? E-Commerce ?????? B2B
41
???????? E-Commerce ?????? B2B

42
????????????? E-Commerce ??? B2C

• Business-to-Consumer (B2C) ??????????????????????
  ????????????????????????????????????
  ??????????????

43
???????? E-Commerce ?????? B2C
http//www.tohome.com/
44
???????? E-Commerce ?????? B2C
http//www.misslily.com/
45
???????? E-Commerce ?????? B2C
46
E-Commerce ??? C2C

• Consumer-to-Consumer (C2C)????????????????????
  ??????????????????????????????????
  ????????????????????????????? ???????

47
???????? E-Commerce ?????? C2C
http//www.thaisecondhand.com/
48
???????? E-Commerce ?????? C2C


49
E-Commerce ??? B2G

• Business-to-Government (B2G) ???
  ??????????????????????????????????????????????????
  ?????????????????????????????????????????
  ?????????????? ???????????????????????????????????
  ????? (eProcurement), ????????????????????????????
  ?????? ?  ?????????????????????? www.dbd.go.th
  , ???????????????????? ? ??????????????????? ,
  ?????????????? ????????????? ????????????????????
  ???????

50
???????? E-Commerce ?????? B2G

51
(No Transcript)
52
????? http//pld.nectec.or.th/websrii
53
??????????????? E-Commerce (EC Organization)

• Click and Mortar Organization
• ?????????????? e-commerce ????????????????????????
  ?????????????????????????????????????
  ?????????????????????????? ???????????????????????
  ?????????????????
• ????? Mortar ???????????????????????
  ???????????????????????????????????????
  ??????????????????????? Brick ???????? Mortar

54
Click and Mortar (http//www.chulabook.com/)
55
??????????????? E-Commerce (EC Organization)

• Click and Mortar Organization
• ????????????????????????????????????????
  ??????????????????????????????????????????????????
  ??????????????????

56
??????????????? E-Commerce (EC Organization)

• Click and Click Organization
• ????? e-commerce ?????????????????????????????????
  ??????????????????????????????????????????????????
  ????? ???????????????????????????
  ????????????????????????????????????????????

57
Click and Click (www.tarad.com)
58
?????????????????? Click and Click Click and
Mortar
?????? ????? ???????
Click and Click ????????? ????????? ???????????? ??????????????????? ????????????????????? ?????????????????? ???????????? ?????????????????? ????????????????????????????????
Click and Mortar ??????????????????????????????? ????????????????????????? ????????????????? ????????????????????????????????????????????????? ????????? ???????? ??????????????????????????? ??????????????????
59
(No Transcript)
60
Pure E-commerce and Partial E-commerce

• Pure E-commerce ??? ???????????? E-commerce
  ??????????????? Digital ??????????
  ??????????????????????????????
• ????????????????? ???? ??????
• ?????????????????
• ?????????
• ???????????? ?????????? ??????? ???? ???? ?????
  ??????????????????????????????

61
Pure E-commerce and Partial E-commerce (???)

• Partial E-commerce ??? ???????????? E-commerce
  ?????????????????????????????????? (Physical)
  ???? ??????????????? ????????????????????????????
  ????????? ???? ??????????????????????????????????
  ???? ATM ???????

62
????????????????????????????
1. ???????????? (Web Store ???? Store front
) ??????????????????????????? ???????????????????
?? ??? ????????? ???????????????????????????????
????????????????????? ???????????? ???????????????
?????????????????????????????????????????
????????????? ???? ??????????????????
??????????????????????????????????????????????????
? ???????????????????????????????????
??????????????????? (Shopping Cart System)
??????????????????????????????????????????????????
??????? ???????????????????????????????????????
?????????????????????????????????? ???????????????
????????????????????????????????????????????? ????
????????
63
????????????????????????????

• 2. ???????????? (Back Office)
• ?????????????????????????????????????????
  ?? ??????
• - ??????????????????
• ???????????????????
• ???????????????????? ?????????????????????????
  ????????????? Update ?????????????????????????????
  
• ????????????????????????????????? ???? Secure
  Payment System ?????????????????????????????????
  ?????????????????????????????????
  ???????????????????????????????
  ??????????????????????????????????????????????????
  ?????

64
??????????????? ???????
????????? ???????????
????????????
??????
Web server
Database Server
???????????? ????????????
????????????????????????
????????????????
65
??????????? E-Commerce

• ?????????????????????? 24 ???????
• ???????????????????????? ?????????
• ???????????????????????? ????????? ??????????????
  ?? ????????????????????????????????
  ????????????????????????????
• ???????????????????????????????? ????????
• ?????????????
• ??????????????????????????????????????????????
• ?????????????????????????
• ?????????????????????????????????????
  ????????????????????????????????????????????

66
??????????? E-Commerce

• ????????????????????????????????????? B2C
  ?????????????????????????????????
• ??????????????????????????????????????
• ????????????????????????????????????
• ???????????????????????????????????? (hardware)
  ??? Software ???????
• ????????????????????????? ??????????????
  ???????????????????? ???????-?????????????????????
  ???
• ????????????????????????????????????
  ?????????????????????? ????????????????????????

67
Assignment

• ??????????? dot com (??????????) 1 ??????
  ????????? 1 ??????
• ??????????????? 2 ?????????? A 4
  ???????????????????
• 1. ??????????????????? Domain ??????
• ???? Domain
• ??????????????????? ??????????
• ?????????????????
• ????????????????
• ???? Homepage
• 2. ?????????????????????????
• 3. ???????????????????????????????????????????????
  ?
• 4. ?????????????????????????????? ???? ??? B2C
  C2C ???? B2B ???????