In the early 90s, the development of the Internet grew rapidly with an enormous speed. Electronic Commerce (E-Commerce) must be seen as a part of the economical process of the Internet-area. It’s the first step of direct communication between users through the Internet. Before this, web sides were only created for presentations of companies or other publishing activities.
Today, the two parts “Business-to-Business” (B2B) and “Business-to-Consumer” (B2C) are the leading-markets of E-Commerce. B2B is the trading between companies on a direct way or through developed E-platforms. This E-market will be future’s fastest growing sector.
The author Steffen Wittenauer gives a very good overview in this part of the early internet-history and takes the reader step by step to future themes of a communication-medium which is used by billions of people.
Inhaltsverzeichnis (Table of Contents)
- E-Commerce as part of the E-Business-Process
- E-Business-Relevanz
- Economical E-Commerce-Laws
- Consumer-Trends
- E-Marketing
- E-Commerce-Solutions
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This text aims to provide an overview of the development, marketing, and trends in e-commerce, focusing on its growth and evolution from the early 1990s to the early 2000s. It explores the technological advancements, economic factors, and consumer behavior that shaped the e-commerce landscape.
- The evolution of e-commerce and its role within the broader e-business process.
- The impact of technological advancements (e.g., faster internet speeds, secure payment systems) on e-commerce growth.
- The changing consumer profile and its influence on e-commerce strategies.
- The development and importance of e-marketing techniques, such as personalization and relationship marketing.
- Innovative e-commerce solutions addressing logistical challenges and enhancing the customer experience.
Zusammenfassung der Kapitel (Chapter Summaries)
E-Commerce as part of the E-Business-Process: This chapter explores the early development of e-commerce, tracing its origins to the rapid growth of the internet in the early 1990s. It highlights the initial challenges, such as slow internet speeds and insecure payment systems, and the subsequent technological advancements and deregulation that propelled e-commerce's expansion. The emergence of key players like Amazon, eBay, and Yahoo is discussed, along with the shift towards B2B and B2C models. The chapter emphasizes the transition from simple web presentations to the establishment of e-commerce platforms facilitating direct communication and transactions between users.
E-Business-Relevanz: This section presents a historical overview of e-business development, illustrating its growth from 1994 to 2004. It uses data and figures to show the increasing importance of e-commerce and other e-business activities such as e-marketing, web shops, and online customer management. The chapter highlights the significant revenue projections for e-commerce in Europe, underscoring its rapidly expanding market.
Economical E-Commerce-Laws: This chapter examines several economic laws that contributed to the rapid growth of e-business. It discusses Moore's Law, Metcalfe's Law, Coase's Theorem, and the law of increasing returns, explaining how each principle influenced the development and expansion of e-commerce. The chapter analyzes the interplay of technological advancements, network effects, transaction costs, and economies of scale in shaping the e-commerce landscape.
Consumer-Trends: The chapter analyzes the evolution of the internet user profile from the early days of predominantly male university students to a more diverse and mature demographic. It presents data highlighting the increase in the number of female internet users and the rising importance of daily internet use among various age groups. The growing readiness to make online purchases is also discussed, underlining the evolving consumer behavior and its implications for e-commerce strategies. The chapter concludes by emphasizing the increasing importance of personalized websites tailored to specific demographic segments.
E-Marketing: This chapter focuses on the crucial role of e-marketing in attracting and retaining customers in the e-commerce environment. It discusses various online advertising methods such as banners, pop-ups, and search engine optimization, highlighting the high costs associated with acquiring new customers. The chapter then introduces the concepts of "one-to-one marketing" and "personalization," emphasizing their importance in building customer relationships and increasing customer lifetime value. The example of Amazon's personalized homepage is used to illustrate the practical application of these concepts. The significance of relationship marketing and the provision of added value services are highlighted as crucial elements of a successful e-commerce strategy.
E-Commerce-Solutions: This chapter explores innovative solutions designed to address some of the challenges and opportunities within the e-commerce sector. It features an example from the fashion industry of utilizing online models to allow customers to virtually try on clothes. The slow internet speed is identified as a previous limitation, but the advent of DSL technology is presented as a solution. The chapter further discusses a logistical solution developed by the Frauenhofer Institut, the "tower24," designed to reduce the cost of the "last mile" delivery. This innovative vending-machine-like system offers a cost-effective approach to parcel delivery, potentially revolutionizing the logistics of online retail.
Schlüsselwörter (Keywords)
E-commerce, E-business, online marketing, consumer behavior, technological advancements, B2B, B2C, personalization, relationship marketing, logistics, internet trends, online advertising, secure payment systems.
Frequently Asked Questions: A Comprehensive Language Preview of E-Commerce
What is the main focus of this text?
This text provides a comprehensive overview of the development, marketing, and trends in e-commerce from the early 1990s to the early 2000s. It examines the technological advancements, economic factors, and consumer behavior that shaped the e-commerce landscape during this period.
What key themes are explored in the text?
Key themes include the evolution of e-commerce within the broader e-business process, the impact of technological advancements (faster internet, secure payments), changing consumer profiles and their influence on strategies, the development and importance of e-marketing techniques (personalization, relationship marketing), and innovative e-commerce solutions addressing logistical challenges and enhancing customer experience.
What topics are covered in each chapter?
The text is divided into chapters covering: E-Commerce as part of the E-Business-Process (early development, challenges, key players, B2B/B2C models); E-Business-Relevanz (historical overview, growth data, revenue projections); Economical E-Commerce-Laws (impact of Moore's Law, Metcalfe's Law, Coase's Theorem, increasing returns); Consumer-Trends (evolution of internet user profiles, online purchasing behavior); E-Marketing (online advertising methods, one-to-one marketing, personalization, relationship marketing); and E-Commerce-Solutions (innovative solutions addressing logistical challenges, examples from fashion and delivery).
What are some of the technological advancements discussed?
The text discusses the impact of faster internet speeds, secure payment systems, and the development of DSL technology on the growth and expansion of e-commerce.
How has consumer behavior influenced e-commerce?
The text analyzes the shift in the internet user profile from predominantly male university students to a more diverse and mature demographic, the increasing readiness to make online purchases, and the growing importance of personalized websites tailored to specific segments.
What role does e-marketing play in e-commerce success?
E-marketing is highlighted as crucial for attracting and retaining customers. The text discusses various online advertising methods, the high cost of customer acquisition, and the importance of one-to-one marketing, personalization, and relationship marketing in building customer loyalty and increasing lifetime value.
What are some innovative e-commerce solutions mentioned?
The text mentions the use of online models for virtual try-ons in the fashion industry and the "tower24" system developed by the Frauenhofer Institut for cost-effective "last mile" delivery of parcels.
What are the key economic laws discussed in relation to e-commerce growth?
The text examines Moore's Law, Metcalfe's Law, Coase's Theorem, and the law of increasing returns, explaining how each influenced e-commerce development and expansion.
What keywords best describe the content of this text?
Key words include: E-commerce, E-business, online marketing, consumer behavior, technological advancements, B2B, B2C, personalization, relationship marketing, logistics, internet trends, online advertising, and secure payment systems.
- Citation du texte
- Steffen Wittenauer (Auteur), 2002, E-Commerce: Development, E-Marketing and Trends, Munich, GRIN Verlag, https://www.grin.com/document/20416
