E-commerce Case Analysis Course Summary

『一』 1. Compared with the actual development of e-commerce, the summary of e-commerce case analysis is often ( )

Compared with the actual development of e-commerce Development, the summary of e-commerce case analysis often lags behind...the original words in the book. . .

Select A

『二』 E-commerce case analysis paper

Research summary on the operation model of supply chain management under e-commerce 3-4 Abstract 4-5 Table of Contents 6-7 Chapter 1 Introduction 7-15 1.1 The background and significance of the thesis topic 7-9 1.2 Research status at home and abroad 9-13 1.3 Research ideas and research content 13-15 Chapter 2 Basic theory of e-commerce and supply chain management 15 -29 2.1 Basic theory of e-commerce 15-19 2.2 Basic theory of supply chain 19-29 Chapter 3 Integration of e-commerce and supply chain management 29-41 3.1 New requirements for supply chain management in the e-commerce environment 29-31 3.2 E-commerce Supply chain organization system structure in the environment 31-32 3.3 New characteristics of supply chain management in the e-commerce environment 32-34 3.4 Core ideas of supply chain management in e-commerce 34-37 3.5 Contents of supply chain management based on e-commerce 37- 38 3.6 The main ways in which e-commerce supports supply chain management 38-41 Chapter 4 The operation model of supply chain under e-commerce 41-58 4.1 The structural system of supply chain management under e-commerce 41-43 4.2 The supply chain operation management system under e-commerce Construction 43-49 4.3 Model construction in the supply chain operation management system under e-commerce 49-58 Chapter 5 Application case analysis of supply chain operation management model under e-commerce 58-68 5.1 Introduction to Company S 58 5.2 Company S introduces e-commerce supply Background of the chain management system 58-59 5.3 Supply chain operation management practice under S company’s e-commerce 59-66 5.4 Analysis of implementation results of S company’s e-commerce supply chain operation management 66-68 Chapter 6 Conclusion and outlook 68-70 6.1 Innovation points of this article 68 6.2 Research Prospects This is an outline, ask me for the full text

"3" What are your thoughts on studying e-commerce case analysis?

You also Learn that? ~ I have studied e-commerce for several years but have not learned much. I think the vocational school study is too superficial and it is better to have in-depth personal experience

『四』 What are the main contents of e-commerce case analysis?

1. B2C

B2C companies sell to their end users.

As a consumer, anything you buy online, such as clothing, home furnishings, entertainment, etc., is part of a B2C transaction.

The decision-making process for B2C purchases is much shorter than for B2B purchases, especially for lower value products. After all, it's much easier to buy a new pair of tennis shoes than it is for a business to vet an email service provider or food vendor they're going to work with.

B2C companies typically spend less marketing dollars due to shorter sales cycles, but they also have lower average order values ??and lower repeat orders than B2B companies.

B2C includes not only products but also services.

B2C innovators are leveraging technologies such as mobile apps, native advertising, and remarketing to market directly to customers and make their business easier.

For example, using apps like Lawn Guru, consumers can easily connect with local lawn mowing services, garden and yard experts, or snow removal experts.

In addition, home services businesses can use Housecall Pro's plumbing software application to track employee routes, text customers, and process payments on the go, benefiting both consumers and businesses.

2. B2B

In the B2B business model, one enterprise sells its products or services to another enterprise. Sometimes the buyer is the end user, and often the buyer (the second B in B2B) will resell the product to the end consumer.

The B2B model usually means a longer sales cycle with higher order value and more repeat purchases.

B2B innovators have created a niche for themselves by replacing catalogs and order forms with e-commerce storefronts and increasing their specificity in niche markets.

In 2015, Google found that nearly half of B2B buyers were Millennials - nearly double the number in 2012 As younger generations enter the age of business decision-making, B2B online sales become increasingly important .

3. C2B

C2B allows individuals to sell goods and services to businesses.

In this e-commerce model, a website might allow customers to post jobs they want done and let businesses bid on the opportunity. Affiliate marketing services would also be considered C2B.

Elance (now Upwork) was an early innovator of this model, helping businesses hire freelancers.

The competitive advantage of the C2B e-commerce model lies in the pricing of goods and services. This approach gives consumers the power to set prices, or lets businesses compete directly to meet their needs.

Innovators are using this model creatively to connect companies with influencers to promote their products.

4. C2C

C2C connects consumers to exchange goods and services, and usually makes money by charging transaction or listing fees.

Companies like Craigslist and eBay pioneered this model in the early days of the Internet. C2C businesses benefit from self-driven growth from motivated buyers and sellers, but in terms of quality control and technical maintenance face key challenges.

『五』Try to describe the significance of e-commerce case analysis

The significance of e-commerce case analysis is that we can learn from the effective models in the cases and copy them, and learn from the good practices and make use of them. E-commerce refers to business activities that use information network technology as a means and center on commodity exchange.

It can also be understood as the activities of conducting transaction activities and related services through electronic transactions on the Internet, corporate intranets and value-added networks. It is the electronicization, networking and informatization of all aspects of traditional business activities; Commercial activities that use the Internet as a medium belong to the category of e-commerce.

(5) E-commerce case analysis course summary and extended reading

Characteristics of e-commerce

First, e-commerce has become an important growth point for the national economy. In 2014, the growth rate of my country's total e-commerce transactions (28.64) was 3.86 times the growth rate of GDP (7.4); the annual online retail sales growth rate was 37.7 percentage points faster than the growth rate of total retail sales of consumer goods.

In 2014, the revenue of the Internet industry, which is closely related to e-commerce, increased by 50%; the scale of national information consumption reached 2.8 trillion yuan, a year-on-year increase of 18%; the boost of information consumption drove the development of related industries of 1.2 trillion yuan , contributing about 0.8 percentage points to GDP.

Second, mobile e-commerce has shown explosive growth. In 2014, the transaction scale of my country's mobile shopping market reached 895.685 billion yuan, with an annual growth rate of 234.3%; the number of WeChat users in my country has reached 500 million, a year-on-year increase of 41%.

Third, agriculture-related e-commerce is developing rapidly. The Ministry of Commerce and the Ministry of Finance jointly launched the "Comprehensive Demonstration of E-Commerce into Rural Areas" project and launched e-commerce application demonstration projects in 56 counties in 8 provinces across the country.

The Ministry of Commerce has built and opened a national agricultural product business information public service platform, which has promoted the sales of more than 23 million tons of agricultural and sideline products, with a transaction volume of more than 87 billion yuan.

Fourth, the international influence of my country’s e-commerce has increased significantly. In 2014, my country's two large e-commerce companies successively landed in the U.S. capital market, and the international capital market responded enthusiastically.

"Lu" studied e-commerce case analysis and learned something

E-commerce majors are generally divided into two directions at the undergraduate level, one is management and the other is technical. .

The main subjects studied in the management direction include business management, introduction to e-commerce, online marketing, logistics management and other knowledge. In the future, the career direction will develop towards operations specialists and online marketing;

Those who study technology mainly include business website construction, web design and production, data mining, etc. In the future, the career direction will develop towards programmers.

The content learned in the two directions will also partially overlap with each other.

『撌』 Compared with the actual development of e-commerce, the summary of e-commerce case analysis is often

Take a look at the following

『Eight』 e-commerce case Features of the Analysis Tutorial Textbook

Based on the definition and classification of e-commerce models and their connotations, this book designs an e-commerce case analysis model and conducts a systematic analysis of some selected cases. The book has 14 chapters: Chapter 1 summarizes the types and connotations of e-commerce models, proposes a basic model for e-commerce case analysis, and introduces in detail the business model, technology model, business model, management model, and capital of e-commerce cases. The basic ideas and methods of pattern analysis, and the teaching model and assessment model of the e-commerce case analysis course are designed; Chapters 2 to 14 respectively elaborate on search engines, online advertising, online brokerage, online direct sales, online stores, online marketing, online Based on basic issues such as payment, network aggregation, user contribution, online community, network classified information, online games, characteristics and classification of wireless services, selected domestic and foreign cases were systematically analyzed according to the analysis model.

During the writing process of this book, the following features were highlighted.

1. Target positioning of e-commerce case analysis for Internet business applications

The successful application of e-commerce focuses on the innovation of Internet-based business models. Therefore, Internet business application ability is one of the core abilities of e-commerce professionals. . Since when an enterprise implements an e-commerce project, the first thing it should consider is the choice of an Internet-based business model, and then systematically design the project's operation and management model based on the characteristics of this business model. Therefore, typical cases of various business models Systematic analysis can enable readers to systematically grasp the connotations, characteristics and applications of various specific e-commerce models, so as to facilitate the promotion and application of e-commerce models.

2. E-commerce case analysis model based on project operation perspective

This book focuses on establishing a basic framework for case analysis. From the perspective of e-commerce project operation, it systematically analyzes the e-commerce model of the case, rather than just summarizing and introducing it. The basic situation of the case itself can enable readers to master the methods of e-commerce case analysis and provide reference for planning and running e-commerce projects. This book defines and describes the e-commerce model embodied in each type of e-commerce case, based on the writing team's consulting and planning for a large number of corporate online marketing projects in recent years and their full understanding of Internet business applications. Moreover, for each typical e-commerce case, based on the summary of the basic situation of the case and the positioning of the value network, the case must be analyzed in five major models: business model, technology model, operating model, management model, and capital model, in order to grasp various The e-commerce project operation and management model of the business model, and finally, the conclusions and suggestions are discussed.

3. E-commerce case classification model based on Internet business applications

Based on the mainstream model of Internet business applications, this book divides e-commerce cases into search engines, online advertising, online brokerage, online direct sales, online stores, and online marketing. , online payment, network aggregation, user contribution, online community, network classified information, online games, wireless services, 13 categories, breaking through the limitations of classification by industry, and also avoiding the classification by pan-e-commerce models such as B2B, B2C, and C2C. Insufficient, it is more conducive to the actual application of e-commerce functions.

4. E-commerce case selection model based on business model

Many e-commerce case analysis textbooks select cases according to industries, so that the same type of e-commerce model will appear repeatedly in different industries, affecting the quality of e-commerce case analysis courses. teaching effect. This book classifies each e-commerce model according to its mainstream operations and selects typical cases at home and abroad for analysis. For example, for the "pure Internet" type online store, traditional retail enterprise online store, and online store application model, we selected the online shopping mall of "Dangdang", the online mall of "Gome Electrical Appliances", and the online store of "Taobao" respectively. case. For typical e-commerce cases, we focus on analyzing their mainstream business applications, rather than describing general functions. For example, Sina.com's comprehensive portal advertising, Taobao.com's online store opening, Alibaba's online brokerage, and Daqi.com's word-of-mouth aggregation After case analysis, we will focus on business application analysis.

5. E-commerce case collection and writing model based on evidence

In the writing process of this book, a case material collection model based on empirical research methods was used. For each type of business model, a certain representative local representative was selected. For the case, based on sufficient literature research, project team members conducted on-site interviews at the case company to collect a large amount of first-hand information to truly reflect the basic situation of the case. For foreign cases, on the basis of literature research, we will conduct investigations at their branches in my country to obtain first-hand information as much as possible and ensure the objectivity of case analysis.

6. Ability-oriented e-commerce case analysis teaching model

In e-commerce case teaching, it is recommended to adopt a teaching model that combines "teacher case demonstration", "teacher-student interactive discussion" and "student case development". Give full play to the leading role of teachers and the main role of students in the teaching process, with the goal of "teacher-student interaction and mutual learning in teaching", closely track the latest progress in the application of e-commerce models, and continuously improve students' e-commerce citation capabilities.

7. Internet-based e-commerce case analysis digital teaching resources

This book will rely on the e-commerce education platform created by members of the teaching material writing team and develop an e-commerce case resource library for teachers and students to create, gather, and share e-commerce cases. Business cases, in conjunction with the implementation of the "teacher-student interactive seminar" and "student case development" teaching and assessment models of the e-commerce case analysis course.

"Nine" How to take the e-commerce case analysis course

E-commerce is a highly cross-cutting and comprehensive subject, which integrates economics, management, and computer network technology , electronics and information technology, law and other related disciplines are integrated into one, covering a wide range of knowledge, emphasizing comprehensive application ability and innovation ability in practice. Therefore, in the teaching of e-commerce majors, simply teaching theory on a certain course seems boring and difficult to understand. In recent years of teaching practice, I have deeply realized that the traditional teaching model can no longer adapt to today's teaching needs. For e-commerce, a highly practical subject, we should reasonably use case analysis methods and choose vivid and concrete methods. Be realistic, keep up with the current situation, and use targeted typical cases throughout the entire e-commerce teaching. This will undoubtedly achieve twice the result with half the effort in improving the quality of teaching.

1. The meaning and importance of case teaching:

Case teaching is based on students mastering relevant basic knowledge and analysis techniques, under the careful planning and guidance of teachers, According to the requirements of the teaching purpose and teaching content, typical cases are used to bring students to the scene of specific events for case analysis, and through students' independent thinking or collective collaboration, they can further improve their ability to identify, analyze and solve a specific problem. Teaching methods that also cultivate correct management concepts, work styles, communication skills and collaborative spirit. There are two basic principles: first, use cases instead of relying on lectures and reading as the main teaching method; second, enable students to deeply participate in the entire teaching process through self-study and mutual learning. In the West, the case teaching method is a very mature and sufficient teaching method and teaching method, with a set of effective and standardized operating theories, operating specifications and operating models. The famous educator Dewey once said: The best kind of teaching is to firmly remember the necessity of the interconnection between school textbooks and practical experience, so that students can develop an attitude and become accustomed to looking for contact points between these two aspects. and mutual connections. Simply speaking from this perspective, case teaching method is a very effective teaching method to find the right combination of theory and practice. For e-commerce majors, case teaching is particularly important.

From a teaching perspective, the importance of e-commerce case teaching is mainly reflected in the following three aspects. First, it can deepen the theoretical knowledge learned and deepen the in-depth understanding of theoretical knowledge through case analysis; second, it can transform the learned knowledge into skills, and theoretical learning and practical application can be organically combined; third, in realistic simulation training To achieve mutual learning, teachers and students can inspire each other through divergent thinking during the same analysis and discussion process, so as to inspire and learn from each other. It can be said that e-commerce case teaching is one of the effective means to implement quality education for students.

2. Characteristics and classification of e-commerce cases:

E-commerce cases refer to teaching materials that objectively describe the content, scenarios and processes of a specific e-commerce activity. Through the analysis and research of e-commerce cases, the inherent laws of e-commerce activities can be revealed, and students' ability to use theoretical knowledge to analyze and solve practical problems can be cultivated. All cases must be real and specific events or instances. The main characteristics of e-commerce case analysis are its enlightenment and practicality.

According to the difficulty of teaching, the cases used in teaching by e-commerce majors can be divided into three categories:

(1) Solved problem cases

This type The case provides a detailed introduction to the entire process of e-commerce activities from scenario description to problem solving. It is a teaching material for the primary stage of case teaching. Such cases include the following three parts: status and problems of e-commerce activities, solutions and measures, and evaluation of experiences or lessons learned. Students can learn about the environment and development conditions faced by e-commerce and initially learn how to solve problems.

(2) Pending problem cases

This type of case refers to the activities of a certain part of e-commerce. It only introduces the situation process and points out the problem, and requires students to think and discuss. Find out the causes or influencing factors of the problem, then propose alternative solutions to the problem, and choose from the comparative advantages and disadvantages. It includes two parts: the main operation process and the situational description of the problem and related factors. Analyzing such cases does not require clear answers, but focuses on cultivating students' ability to independently analyze and explore relevant factors and laws of e-commerce activities.

(3) Imagining problem cases

This type of case only provides relevant background materials or signs of e-commerce activities, inspiring students to find existing problems and related influencing factors on their own. Make further judgments on the development of activities, and try to propose measures to solve problems on their own, clarifying the role and effect of these measures in e-commerce activities. It generally includes two parts: background material on economic activities and related signs of development trends.

This type of case is a higher-level teaching material based on the first two types of case teaching. It is very beneficial to comprehensively and quickly improve students' comprehensive abilities, especially their innovation ability, but the difficulty of teaching organization is obviously increased.

3. The classroom teaching process of case analysis. Generally speaking, the classroom teaching process using case analysis is as follows:

First, read the case and discover the problem.

Students should first read the case quickly, with the purpose of gaining a perceptual understanding of the issues raised in the case. Discover materials and basis for analysis from the case, clearly understand the causes and consequences of the incident, and then discover the problem. Since e-commerce cases mostly involve a certain (or certain) website, in this process, students are required to log in to these websites, participate in website practices (such as online shopping, online auctions), and experience the operating characteristics of the website to gain a deeper understanding. Case content and problem discovery are the biggest differences between e-commerce case analysis and case analysis in other disciplines.

Second, determine the key points and put forward thoughts.

A case generally does not have too many key points for research, only one or a few, which is also the most shining content in the case. Teachers should grasp the key facts, raise questions about these key points, and guide Students actively think and find solutions. For example, the case "Success and Failure of Amazon" is very long. I only identified two key points, allowing students to think about the reasons for Amazon's success, analyze why it failed, and then ask questions: If you were the CEO, what should you do? How to do it etc.

Third, group discussions and representative speeches.

Case teaching takes students as the main body and teachers play a guiding role. When students discuss, they should pay attention to the key points, highlight the key points, and strive to have a lively discussion atmosphere so that every student can participate. At the same time, representative speeches should be combined with free speeches to encourage students to express their opinions and speak freely. This process requires students to come up with a clear course of action. For example, in the above example, the students comprehensively analyzed the reasons for Amazon's failure due to rapid business expansion, low profit points, and broken capital chains. They then proposed that Amazon could reduce its business scope or attract venture capital. Or it can be acquired by a large group with strong funds, etc. There are more than ten solutions, and students' enthusiasm for learning has been greatly mobilized.

Fourth, explain the profound things in simple terms and draw conclusions.

Find connections among the various ideas provided for reference, comprehensively analyze their key links, and draw a more consistent conclusion. For example, among the various solutions provided, the feasibility is analyzed based on the causes of the problem, and it is believed that although the e-commerce website has invested a lot, the difficulties are temporary. As the team of netizens expands and matures, e-commerce supporting measures will be improved. , Amazon will eventually succeed, and thus come up with three or four solutions, such as continuing to attract venture capital and providing innovative personalized services.

Fifth, the teacher makes a concluding speech on the case analysis.

At this stage, teachers should pay attention to guiding everyone to engage in divergent thinking and deepen the problem. For example, when summarizing the case of "Amazon's Success and Failure", it was mentioned that the Amazon case was actually just a microcosm of the development of e-commerce around the world at that time, and its experiences and lessons are worth learning and thinking for all of us.

4. Practice has proved:

E-commerce case teaching can not only better enable students to fully understand e-commerce, master online marketing skills, and improve students' practical and innovative abilities, but also Case teaching makes students become the main body of teaching activities, forming an open learning atmosphere of students' independent learning, cooperative learning, research learning and exploratory learning, and achieves good teaching results. (Editor: China E-Commerce Research Center Yong Quan)