One 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, the summary of e-commerce case analysis is often lagging behind. . .

Option a

"Two" E-commerce Case Analysis Papers

3-4 Summary 4-5 Introduction to Chapters 6-7 of the Table of Contents17-1.1Background and Significance of Topic Selection 7-9 1.2 Research Status at Home and Abroad 9-131. 438+03- 15 Chapter II 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 1 9-29 Chapter III Integration of E-commerce and Supply Chain Management 29-465438 New Requirements of Supply Chain Management under Business Environment 29-3 1 Supply Chain Management Based on E-commerce 37-38 3.6 Main Ways for E-commerce to Support Supply Chain Management 38-4 1 Chapter IV Operation Mode of Supply Chain under E-commerce 41-58 4. Structure system of supply chain management under e-commerce 4 1-43 4.2 Construction of supply chain operation management system under e-commerce 43-49 4.3 Model construction of supply chain operation management system under e-commerce 49-49 S company's practice of supply chain operation management under e-commerce 59-66 5.4 S company's analysis of the implementation results of e-commerce supply chain operation management 66-68 Chapter 6 Conclusion and prospect 68-706./kloc

3. What did you learn from the course "E-commerce Case Analysis"?

Do you study that, too ~ I have studied e-commerce for several years and learned nothing. I think professional schools are too superficial, so it is better to experience them in depth.

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

1、B2C

B2C enterprises sell to their end users.

As a consumer, anything you buy online, such as clothing, household goods, entertainment, etc. , which is part of the B2C transaction.

The decision-making process of B2C purchase is much shorter than that of B2B purchase, especially for products with lower value. After all, it is much easier to buy a new pair of shoes than to investigate the email service provider or food supplier that a company will cooperate with.

Because of the short sales cycle, B2C enterprises usually spend less marketing funds, but compared with B2B enterprises, the average order value and repeated orders of B2C enterprises are also lower.

B2C includes not only products, but also services.

B2C innovators use technologies such as mobile applications, native advertising and re-marketing to directly market to customers, making their business easier.

For example, through the application program "Lawn Master", consumers can easily get in touch with the local lawn mowing service, garden and yard experts or snow removal experts.

In addition, home service enterprises can use the pipeline software application of Housecall Pro to track employees' routes, send short messages to customers, and handle payment on the road, which is beneficial to both consumers and enterprises.

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 usually the buyer (the second B in B2B) will resell the product to the end consumer.

B2B mode usually means longer sales cycle, higher order value and more repeated purchases.

B2B innovators have replaced catalogues and purchase orders through e-commerce storefronts, improved their pertinence in niche markets and created a place for themselves.

In 20 15, Google found that nearly half of B2B buyers were millennials-almost twice as many as in 20 12. As the younger generation enters the era of business decision-making, B2B online sales become more and more important.

3、C2B

C2B allows individuals to sell goods and services to enterprises.

In this mode of e-commerce, a website may allow customers to publish the work they want to complete and let enterprises bid for this opportunity. Affiliate marketing services will also be regarded as C2B.

Elance (now Upwork) is an early innovator of this model, helping enterprises to hire freelancers.

The competitive advantage of C2B e-commerce model lies in the pricing of goods and services. This method gives consumers the right to set prices, or allows enterprises to compete directly to meet their needs.

Innovators creatively use this model to connect companies with online celebrities and promote their products.

4、C2C

C2C connects consumers, exchanges goods and services, and usually makes a profit by charging transaction or shelf fees.

Companies like Craigslist and Yi Bei pioneered this model in the early days of the Internet. C2C business benefits from the self-driven growth of active buyers and sellers, but it faces key challenges in quality control and technical maintenance.

The Significance of E-commerce Case Analysis

The significance of e-commerce case analysis is that it can be copied from the effective model in the case and used for reference from good practices. E-commerce refers to commercial activities centered on commodity exchange with the help of information network technology.

It can also be understood as trading activities and related services in the form of electronic transactions on the internet, intranet and value-added network, which is the electronization, networking and informatization of all links of traditional commercial activities; Business activities based on the Internet all 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 of the national economy. In 20 14, the growth rate of total e-commerce transactions in China (28.64%) was 3.86 times that of GDP (7.4%); The average annual growth rate of online retail sales is 37.7 percentage points faster than the total retail sales of consumer goods.

In 20 14, the income of internet industry closely related to e-commerce increased by 50%; The national information consumption scale reached 2.8 trillion yuan, a year-on-year increase of18%; Information consumption drives the development of related industries 1.2 trillion yuan, contributing about 0.8 percentage points to GDP.

The second is the explosive growth of mobile e-commerce. In 20 14, the transaction scale of China mobile shopping market reached 895.685 billion yuan, with an annual growth rate of 234.3%; The number of WeChat users in China has reached 500 million, a year-on-year increase of 4 1%.

The third is the rapid development of agriculture-related e-commerce. The Ministry of Commerce and the Ministry of Finance jointly launched the "Comprehensive Demonstration of Rural E-commerce" project, and carried out demonstration projects of e-commerce application in 56 counties in 8 provinces across the country. The Ministry of Commerce opened the national agricultural products business information service platform, which contributed to the sales of more than 23 million tons of agricultural and sideline products and the transaction volume reached more than 87 billion yuan.

Fourthly, the international influence of e-commerce in China has been significantly enhanced. In 20 14, two large domestic e-commerce companies successively landed in the American capital market, and the international capital market responded enthusiastically.

What did Lu learn from the case study of e-commerce?

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

The main knowledge of internal management is enterprise management, introduction to e-commerce, network marketing, logistics management, etc. The future career direction is to develop into operation specialist and network marketing;

The technical direction of learning mainly includes business website construction, web page design and production, data mining and so on. And the future career direction will develop in the direction of programmers.

The contents of the two directions will also partially cross.

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

look underneath

Textbook characteristics of the case analysis course of "Ba" e-commerce

Based on the definition, classification and connotation of e-commerce mode, this book designs an e-commerce case analysis model and systematically analyzes some selected cases. Chapter *** 14: Chapter 1 summarizes the types and connotations of e-commerce mode, puts forward the basic model of e-commerce case analysis, introduces the basic ideas and methods of analyzing e-commerce case business model, technology model, management model and capital model in detail, and designs the teaching model and assessment model of e-commerce case analysis course; In chapter 2 ~ 14, on the basis of expounding the basic problems such as search engine, online advertisement, online brokerage, online direct selling, online store, online marketing, online payment, online aggregation, user contribution, online community, online classified information, online games and wireless service, the selected domestic and foreign cases are systematically analyzed according to the analysis model.

In the process of writing this book, the following characteristics are highlighted.

1. Target Orientation of E-commerce Case Analysis of Internet Business Application

The successful application of e-commerce focuses on the innovation of internet-based business model, so the application ability of internet commerce is one of the core abilities of e-commerce professionals. When implementing e-commerce projects, enterprises should first consider the choice of business model based on the Internet, and then systematically design the operation and management model of the project according to the characteristics of this business model. Therefore, a systematic analysis of typical cases of various business models can enable readers to systematically grasp the connotation, characteristics and applications of various specific e-commerce models, which is conducive to the promotion and application of e-commerce models.

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

This book focuses on establishing the basic framework of case analysis. From the perspective of e-commerce project operation, this paper systematically analyzes the e-commerce mode of the case, not just summarizing and introducing the basic situation of the case itself, so that readers can master the methods of e-commerce case analysis and provide reference for planning and operating e-commerce projects. Based on consulting and planning a large number of enterprise network marketing projects in recent years and fully understanding the application of internet commerce, this book defines and describes the e-commerce model embodied in each type of e-commerce case. Moreover, for each typical case of e-commerce, we should analyze the case from five modes: business mode, technology mode, business mode, management mode and capital mode on the basis of summarizing the basic situation of the case and positioning the value network, so as to master the operation and management mode of e-commerce projects under various business modes, and finally discuss the conclusions and suggestions.

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

Based on the mainstream mode of Internet business application, this book divides e-commerce cases into search engines, online advertisements, online brokers, online direct selling, online stores, online marketing, online payment, online aggregation, user contributions, online communities, online classified information, online games and wireless services, which breaks through the limitations of industry classification and avoids such pan-e-commerce modes as B2B, B2C and C2C.

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

Many e-commerce case analysis textbooks choose cases according to industries, so the same e-commerce model will appear repeatedly in different industries, which will affect the teaching effect of e-commerce case analysis course. This book classifies each e-commerce mode according to its mainstream operation mode, and selects typical cases at home and abroad for analysis. For example, Dangdang Online Mall, Gome Online Mall and Taobao Online Shop are selected as the application modes of "pure network" online stores, traditional retail enterprise online stores and online stores. For typical e-commerce cases, we focus on analyzing its mainstream business applications, rather than describing its general functions. For example, we focus on the analysis of commercial applications, such as Sina's comprehensive portal advertising, Taobao's online shop opening, Alibaba's online brokerage, and the word-of-mouth aggregation of Banner.

5. Empirical-based e-commerce case collection and writing mode

In the process of writing this book, the case material collection mode based on empirical research method is adopted. For each business model, some representative local cases are selected. On the basis of sufficient literature research, members of the project team conducted on-the-spot interviews with case enterprises and collected a large number of first-hand materials, which truly reflected the basic situation of the case. For foreign cases, we will investigate in our branches on the basis of literature research, so as to grasp the first-hand information as much as possible and ensure the objectivity of case analysis.

6. Competency-oriented teaching mode of e-commerce case analysis

In the case teaching of e-commerce, it is suggested to adopt the teaching mode of combining "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, take "teacher-student interaction, mutual learning and mutual learning" as the goal, keep up with the latest progress in the application of e-commerce mode, and continuously improve students' e-commerce citation ability.

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

This book will rely on the e-commerce education platform created by the members of the textbook writing group to develop an e-commerce case resource library for teachers and students to create, gather and share e-commerce cases, and cooperate with the implementation of the teaching mode and assessment mode of "teacher-student interactive discussion" and "student case development" of e-commerce case analysis courses.

How to take the course of case analysis of e-commerce in the ninth five-year plan?

E-commerce is an interdisciplinary and comprehensive discipline, which combines the contents of economics, management, computer network technology, electronics and information technology, law and other related disciplines, and has a wide range of knowledge, emphasizing the comprehensive application ability and innovation ability in practice. Therefore, in the teaching of e-commerce, it is boring and difficult to teach a course simply in theory. In the teaching practice in recent years, I deeply realize that the traditional teaching mode can no longer meet the needs of today's teaching. For e-commerce, a highly practical subject, it will undoubtedly get twice the result with half the effort to improve the teaching quality by rationally adopting case analysis and selecting vivid, concrete, practical and targeted typical cases throughout the whole e-commerce teaching.

First, the significance and importance of case teaching:

Case teaching is based on students' basic knowledge and analytical skills, under the careful planning and guidance of teachers, according to the requirements of teaching objectives and teaching contents, using typical cases to bring students to the scene of specific events for case analysis. Through independent thinking or collective cooperation, students' ability to identify, analyze and solve a specific problem is further improved, and at the same time, correct management concepts, work style, communication skills and cooperation spirit are cultivated. There are two basic principles: one is to use cases instead of relying on lectures and reading as the main teaching means; Secondly, students deeply participate in the whole teaching process through self-study and mutual learning. In the west, case teaching method is a mature and sufficient teaching method and means, with a set of effective and standardized operating theories, norms and models. Dewey, a famous educator, once said: The best kind of teaching is to firmly remember the necessity of the connection between school textbooks and practical experience, so that students can develop an attitude and get used to finding the connection points and connections between these two aspects. From this point of view, case teaching method is a very effective teaching method, which can find the appropriate combination of theory and practice, which is particularly important for e-commerce majors.

From the teaching point of view, 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 profound understanding of theoretical knowledge through case analysis; Second, we can transform the learned knowledge into skills and organically combine theoretical study with practical application; The third is to learn from each other in realistic simulation training, and to inspire everyone, inspire each other and learn from each other through divergent thinking in the process of analysis and discussion between teachers and students. It can be said that e-commerce case teaching is one of the effective means to implement quality education for students.

Second, the characteristics and classification of e-commerce cases:

E-commerce case refers to a textbook that objectively describes the content, scene and process of a specific e-commerce activity. Through the analysis and research of e-commerce cases, this paper reveals the inherent laws of e-commerce activities and cultivates students' ability to analyze and solve practical problems by using theoretical knowledge. All cases must be real and concrete events or cases. The main characteristics of e-commerce case analysis are its enlightening and practicality.

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

(1) Cases of solved problems

This kind of case introduces in detail the whole process of e-commerce activities from scenario description to problem solving, and is a textbook for the primary state of case teaching. Such cases include the following three parts: the current situation and problems of e-commerce activities, solutions and measures, and the evaluation of experiences or lessons. Students can learn about the environment and development of e-commerce and learn how to solve problems.

(2) Cases of unresolved issues

This kind of case refers to the activities of a certain part of e-commerce, which only introduces the situation and process and points out the problems. Students are required to think and discuss, find out the causes or influencing factors of the problems, and then propose alternative solutions to the problems and choose from the pros and cons. It includes two parts: the main operation flow, the scene description of existing problems and the prompt of related factors. The analysis of such cases does not require a clear answer, but focuses on cultivating students' ability to independently analyze and discuss the relevant factors and laws of e-commerce activities.

(3) Imagine the problem case

This kind of case refers to only providing relevant background materials or signs of e-commerce activities, inspiring students to find existing problems and related influencing factors, further judging the development of activities, and trying to put forward measures to solve problems and clarify the role and effect of these measures in e-commerce activities. It generally includes two parts: background materials of economic activities and related signs of their development trends. This kind of case is an advanced teaching material based on the first two kinds of case teaching, which is conducive to improving students' comprehensive ability, especially their innovative ability, but the difficulty of teaching organization is obviously improved.

Third, the classroom teaching process of case analysis Generally speaking, the classroom teaching process using case analysis is as follows:

First, look at the case and find the problem.

Students should first read the cases quickly, so as to have a perceptual understanding of the problems raised in the cases. Find the materials and basis for analysis from the case, clearly grasp the cause and effect of the incident, and then find the problem. Because most e-commerce cases involve a website (or some websites), in this process, students need to log on to these websites, participate in website practice (such as online shopping and online auction), and experience the operating characteristics of websites, so as to deeply understand the contents of the cases and find problems, which is also the biggest difference between e-commerce case analysis and case analysis of other disciplines.

Second, determine the key points and put forward ideas.

Generally, there are not too many places to focus on in a case, only one or a few, which is also the most shining content in the case. Teachers should grasp the key facts, ask questions according to these key points, and guide students to think positively and find solutions. For example, the case of "Amazon's success and failure" is very long. I only identified two key points for students to think about the reasons for Amazon's success, analyze the reasons for its failure, and then ask: If you are a CEO, what should you do?

Third, discuss in groups and representatives will speak.

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 create a warm discussion atmosphere so that every student can participate. At the same time, it is necessary to combine delegates' speeches with free speeches to encourage students to express their opinions and speak freely. This process requires students to come up with a clear action plan. For example, in the above example, the students comprehensively analyzed the reasons why Amazon failed because of its rapid business expansion, few profit points and broken capital chain, and thus put forward more than ten solutions. For example, Amazon can narrow its business scope, attract venture capital, or be acquired by large groups with abundant funds, which greatly mobilized the students' learning enthusiasm.

Fourth, explain it in simple terms and draw a conclusion.

Find the connection between various ideas that provide reference, comprehensively analyze its key links, and draw a more consistent conclusion. For example, in the various solutions provided, the feasibility is analyzed according to the causes of the problems, and it is considered that although the investment of e-commerce websites is large, the difficulties are temporary. With the expansion and maturity of the netizen team and the improvement of e-commerce supporting measures, Amazon will eventually succeed, thus obtaining three or four solutions, such as continuing to attract venture capital and providing innovative personalized services.

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

At this stage, teachers should pay attention to guiding everyone to divergent thinking and deepen problems. For example, when summing up the case of "Amazon's success and failure", Amazon's case is actually a microcosm of the development of e-commerce in the world at that time, and its experience and lessons are worth learning and thinking by all of us.

Fourth, practice has proved that:

E-commerce case teaching can not only make students fully understand e-commerce, master network marketing skills and improve their practical and innovative ability, but also make students become the main body of teaching activities, forming an open learning atmosphere of students' autonomous learning, cooperative learning, research learning and inquiry learning, and receiving good teaching results. (Editor: Yongquan, China E-commerce Research Center)