1, try to describe the conceptual model of e-commerce and point out what the essential characteristics of e-commerce are.

1. E-commerce is a market environment. The market is divided into two basic forms: consumer market and industrial market. The consumer market is composed of all individuals and families who buy goods to meet the needs of personal life, and it is the final market served by the industrial market and even the whole economic activities. The exchange of means of production between enterprises constitutes a huge industrial market. What people see every day is mainly the consumer market, and the really largest and most complicated trading activities are completed through the hidden and less open industrial market. E-commerce is divided into business-consumer (BTO C) and business-enterprise (BTO B), which is distinguished according to the difference between consumer market and industrial market. The activities of enterprises in the industrial market are mainly economic exchanges between enterprises, and the activities of enterprises in the consumer market are mainly economic exchanges between enterprises and consumers. E-commerce environment is two basic forms of enterprise-centered e-commerce. Figure 2. 1 e-commerce environment 1. The conceptual model of e-commerce consists of transaction subject, electronic market, transaction affairs, information flow, capital flow and logistics contained in any transaction. As shown in the following figure: Figure 2.2 Conceptual model of e-commerce, in which: the transaction subject refers to the objective object engaged in e-commerce activities. Such as enterprises, banks, shops and individuals; Electronic market: it is a place where trading subjects exchange goods and services. Participants in various commercial activities are connected into a unified economic whole through the network; Transaction: refers to the content of specific business activities. Such as inquiry, quotation, transfer payment, commodity transportation and so on. Logistics: refers to the distribution and transmission channels of goods and services. Some goods or services are still distributed through traditional distribution channels, and some goods or services can be distributed directly through the network, such as electronic publications, information consulting services, valuable information and so on. Capital flow: refers to the transfer process of funds. Such as payment, transfer and exchange. Information flow: covers the necessary information generated in the whole transaction process. Such as commodity information, quotation, payment notice, payment ability of the counterparty, reputation, reputation of the intermediary, etc. Because each transaction subject is facing an electronic market, he or she must choose the content and object of the transaction through the electronic market, so the conceptual model of e-commerce can describe the transaction relationship between each transaction subject and the electronic market abstractly. As shown in the following figure: Second, the general framework of e-commerce (see the first lecture) Third, the main participants in e-commerce are mainly enterprises/consumers/intermediaries/governments. In the whole e-commerce environment, enterprises are the main promoters and beneficiaries, consumers and intermediaries are indispensable roles, and the government, as the regulator of modern economic life, has a vital role and attitude. There are several issues worthy of careful consideration in developing e-commerce: 1. In order to meet the needs of e-commerce, the government needs to transform its business. 2. Need an open policy orientation. 3.CA problem: The core and most important issues in e-commerce are security and trust. On the one hand, the security problem of this face-to-face online transaction can be solved by technical means, and at the same time, authoritative organizations need to be responsible for arbitration and credit guarantee. This role is the so-called CA, and it must have certain legal effect. 4. Middlemen middlemen refer to various economic agent entities that act as a bridge between buyers and sellers in order to complete transactions. Such as banks, insurance/credit card companies, brokers, agents or arbitration institutions. Thinking: Why do you need an intermediary? Intermediaries can be divided into the following three categories: the first category: financial institutions, mainly providing services for the transfer of commodity ownership. The second category: software and hardware service providers that provide various solutions for e-commerce. Category III: Value-added providers of information services that provide information and search services. It can be said that middlemen are important participants in e-commerce, which determines the success or failure of e-commerce to some extent. E-commerce usually refers to a new business operation mode in which buyers and sellers conduct various business activities without meeting each other in a wide range of business activities around the world under the open network environment of the Internet, realizing online shopping of consumers, online transactions between businesses and online electronic payment, as well as various business activities, trading activities, financial activities and related comprehensive service activities. The essence is internet-based business activities, and business activities are the focus. Characterized by 1 Advertisement 2. Consultation 3. Order online. Online payment. Electronic account.