Экономические науки
/ 6.Маркетинг и менеджмент.
К.ф.-м.н., PhD,
доцент Султанбекова А.О.
К.ф.-м.н., доцент
Джумагалиева М.Б.
University of International Business, Казахстан
Systems of Electronic Trading
Concept
of Electronic Trading
Electronic Business: increasing of
efficiency of business, based on use of information technologies to provide
interaction of business partners and to create integrated chain of added cost.
The concept "electronic business" is wider than concept
"electronic commerce", relating only commercial activity since covers
all system of mutual relations with partners and customers.
Electronic Commerce: marketing, submission of offers, sale, rent, granting of licenses,
delivery of goods, services or information with use of computer networks or
Internet. The concept of "electronic commerce" is wider, than
"commerce in the Internet" since all kinds of electronic commercial
activity enter into it.
The Internet-commerce, trade in the Internet: commercial activity in the Internet, when
process of purchase/sale of the goods or services (all cycle of
commercial/financial transaction or its part) is carried out in electronic form
with application of Internet-technologies.
There are two classes of systems for electronic
commerce: "Business-business" (Business-to-Business - B2B) and
"Business-consumer" (Business-to-Customer - B2C). To systems B2C belong:
web-shop-window developed by web-design means; price-list of trading company
not containing business-logic of trading process; Internet-shop contains,
except for web-shop-window, all business-logic necessary for management of
process of Internet-trade (back-office), but trading Internet-system (TIS)
represents Internet-shop, which back-office completely (in real time mode) is
integrated into trading business-process of company.
The Internet-trade is only a part of electronic
commerce, but very roughly developing part. Trading operations through the
Internet can perform many organizations - both manufacturers of the
goods/services, distributors, and retail trading companies.
From the point of view of buyer all three decisions
(three types of Internet-trade systems: web-shop-windows, Internet-shops and TIS)
look equally. This is because buyer deals with external design of any system,
and this is always a web-catalogue, system of navigation and system of
registration of orders. Practically preferences of buyer depend only on
convenience of use of the web-catalogue and system of navigation.
But as soon as buyer starts to check out an order,
it is convinced of advantages the Internet-shops and TIS. These advantages become
apparent in that buyer can be offered with more flexible system of discounts,
at once bill taking into account view of cost of delivery and insurance.
Besides it can see a real condition of warehouse and receive information on going
of order. The buyer first of all will get goods on sites of those companies
which will give the best prices and good service. On these competitive
advantages the Internet-dealers make plans on attraction of constant clientele.
From the point of view of sellers these three
decisions differ rather considerably. The Web-shop-window costs to trading
companies cheaply, but:
1. The web-shop-window allows to organize only trade for order, to organize a
trade from a real warehouse it is practically impossible;
2. Its use does not reduce an expense of sellers for the maintenance of
staff and operational expenses;
3. The web-shop-window represents very slow decision from the point of view
of management and insufficiently flexible from the point of view of
organization of marketing actions;
4. Image of the company which have opened and supporting a simple web-shop-window
always is worse, than of the company which organized the Internet-trade by
means of full-function Internet-shop or TIS. But the most important, the
organization of Internet-trade by means of a web-shop-window becomes for
trading company ineffective and even often unprofitable business.
The Internet-shop is essentially more favorable for
trading company (especially average business) which wishes to manage really all
process of Internet-trade and various marketing actions, to trade and to order,
and from warehouse, to reduce number of managers on sales, etc. Creation of Internet-shop
requires more single expenses in comparison with a shop-window, but they will
be much more effective since use of Internet-shops is essentially more
profitable on return, than use of web-shop-windows. At that there is a real
alternative for independent creation of bulky Internet-shop - rent of solution
at specialized company. In this case greater single (and often unproductive)
expenses are distributed in regular intervals of time.
Modern
participants of the market trading use Internet-marketplaces one or several of
4 basic models of their organization: on-line catalogue, auction, stock
exchange and community.
The on-line catalogue is something greater,
than simple translation of information from traditional catalogues in an
electronic format. Instead of looking through mountains of the separate, often
out-of-date catalogues of supplier, buyers can use powerful search
opportunities of Internet, comparing goods at once on several parameters,
including price, delivery dates, guarantees, information on service, etc. Thus,
expanding trading space to sellers and raising efficiency of access of buyers
to suppliers, on-line catalogues become important component of business-process
and IT-systems. Incomes of this category of trading marketplaces usually formed
of commissions for transactions and advertising means received from suppliers.
Auction - its basic difference from the on-line
catalogue consists in that price is not fixed, and is established during
haggles. Sources of income are the same, as for catalogues.
Exchange - trading Internet-marketplace where the
price is adjusted by supply and demand, therefore it is subject to strong
changes. Exchanges allow the companies to trade anonymously, that is important,
for example, in power industry where publicity can damage a competitive
position of the buyer and the seller and to affect the prices. As sources of
income for exchanges are mainly commissions for transactions and membership dues
of participants.
Community - Internet-marketplaces of this type
gather potential buyers and sellers on the basis of the general professional
interest. Communities provide the companies with necessary information
containing industrial news, researches, information on state of the market,
lists of vacancies, and also allow dialogue of participants directly through a
chat or by means of a bulletin board. Incomes of these trading marketplaces
basically consist of advertising, sponsorship and membership dues of
participants. Already now at an annual turnover of the majority similar Internet-marketplaces
a small percent of incomes from commissions for transactions is present, and it
is expected, that it will grow in the further.
Benefits of Buyers
- Depreciation of process of purchases: search of necessary goods in isolated and often out-of-date catalogues
of suppliers, process of finding from supplier of details of production, prices,
costs and ways of delivery - all this takes away a plenty of time and money
from buyers. В2В Internet-trade allows to decrease expenses and besides to save
time on process of purchase.
- Decrease in superfluous expenses - often companies pay for goods and service much more than they actually
cost. Automation of process of purchase will allow to avoid similar overlays.
- The big choice and best price policy. Despite of wide enough choice of suppliers, off-line company-buyer
nevertheless has to choose first of all providers by geographical attribute and
often is limited in time and means, which can spend for studying of all
opportunities, therefore the choice is not always optimum. Powerful search
opportunities of Internet and access from any point of globe considerably raise
efficiency of choice.
Benefits of Sellers
- Decrease in expenses connected with sales: often sale through usual trade channels happens inefficient, that is become
apparent in expenses which could be avoided, and also in time and spatial
restrictions. The Internet offers new opportunities, allowing to decrease
expenses connected with process of sale, for example, on preselling preparation
of the goods.
- New buyers and increase in profit: Internet allows to involve new buyers, inaccessible through traditional
sale channels, and, hence, to increase incomes.
- Deprecication of management by orders. Agreeing with buyers, using phone, fax and mail, the supplier not only
spends more time than at use of an electronic communication facility, but also more
often risks to be mistaken. Automation of process of information interchange
helps the seller to decrease probability of mistake and accelerate time from
reception of order to its payment.
Risks of Buyers: Conformity of production and trust to supplier; Access to post-sale
service; The prices can be more than market cost.
Risks of Sellers: Loss of control over mechanisms of pricing; Increase in competition; More
complex logistics.
Литература:
1.
David Borman. The
Everything Guide to Day Trading. Publisher: Adams Media, 2010. - 304 pages.
2. Юрасов А.В. Основы электронной коммерции: Учебник. -
М.: Горячая линия - Телеком, 2008. - 480 с.
3. Кобелев О.А. Информационные системы маркетинга:
Учеб. пособие. - М.: Издательско-торговая корпорация «Дашков и Ко»,
2008. – 684 с.