1、Chapter 5Business InformationCollection on the Internet . menu section1 section2 section3section4section5section65.1 Introduction to Web Business Information Collection 5.2 Searching Web Business Information 5.3 Searching Marketing Information on the Internet 5.4 New Product Development Information

2、Collection on the Web 5.5 Statistical Information Collection 5.6 Web Business Information Analysis and Reorganization . menu section1 section2 section3section4section5section65.1 Introduction to Web Business Information CollectionIn physical markets, consumer search activities include reading advert

3、isements, calling vendors, and visiting stores. In a virtual marketplace, all these activities seem to converge into Web searches and Web browsing. search services are the first market infrastructure to be built in the electronic marketplace. . menu section1 section2 section3section4section5section6

4、5.1 Introduction to Web Business Information CollectionSimilar to searches in physical markets, on-line searches can also be carried out either sequentially or simultaneously. Surfing through different Web stores is a sequential search while price search based on price database will be a case of sim

5、ultaneous search. . menu section1 section2 section3section4section5section65.1 Introduction to Web Business Information CollectionIn either case, on-line search offers a tremendous advantage over physical search. Besides the lowered costs for time and transportation, computer-based search allows con

6、sumers to remember and compare information gathered from many stores. Furthermore, on-line searches enable consumers to process a wide range of information other than price. . menu section1 section2 section3section4section5section65.1 Introduction to Web Business Information CollectionComparing pric

7、es alone will strain the capacity to process information in physical markets, especially if shopping involves many products. Online search technologies will automate this process and allow consumers to engage in more sophisticated and efficient searches. . menu section1 section2 section3section4sect

8、ion5section65.1 Introduction to Web Business Information CollectionThe search and information transmission mechanisms used in the electronic marketplace are too new for researchers to have determined their efficiency. In fact, there are contradicting predictions about what that will be. One view is

9、that by using computer technologies such as search engines and intelligent software agents, consumers may be able to search the whole information space at no cost. . menu section1 section2 section3section4section5section65.1 Introduction to Web Business Information CollectionThis may be because of a

10、ccess difficultiesas some Web sites do not allow accessor because all searches inevitably select and process information based on prescribed criteria which may have non-technical problems. Lastly, economic analyses indicate that a non-zero search cost, however small it may be, results in noncompetit

11、ive pricing. . menu section1 section2 section3section4section5section65.1 Introduction to Web Business Information CollectionConsumers may behave differently in the electronic marketplace than in physical markets where search costs are in general positive. This positivehowever small search cost resu

12、lts in higher than competitive pricespopularly known as “Diamond paradox” (Diamond 1971). . menu section1 section2 section3section4section5section65.2 Searching Web Business Information5.2.1 Inadequacies of Search ServicesA complete listing of Web sites and their documents currently does not exist.

13、In physical markets, a Yellow Page directory only lists local businesses, and there are a number of specialized directories for different industries and markets. . menu section1 section2 section3section4section5section65.2.1 Inadequacies of Search ServicesCombining different Internet search database

14、s will further alleviate the hassle of having to use several search services and the duplicative costs of collecting the same information. To recover the cost of compiling an Internet database, more and more search services are preoccupied with soliciting advertisers instead of improving data integr

15、ity and search efficiency. . menu section1 section2 section3section4section5section65.2.1 Inadequacies of Search ServicesInternet search databases are also inaccurate and out-dated since Web sites are constantly changing. A more coordinated system of feedback between content providers, users and sea

16、rch services is needed. . menu section1 section2 section3section4section5section65.2.1 Inadequacies of Search ServicesA third inadequacy of current search services is the irrelevancy of some sites matching search keywords. Digital document metadata standards need to be established and accepted by co

17、ntent providers, and become part of content creation. . menu section1 section2 section3section4section5section65.2.1 Inadequacies of Search ServicesFinally, search results need to be objective. An Internet search service is no longer just a spring board for Internet surfing. Rather, as an essential

18、infrastructure, its database needs to be complete and accurate to foster an efficient information exchange. . menu section1 section2 section3section4section5section65.2.2 Search Market EfficiencyA search market consists of three components: content providers, selection process, and access. By separa

19、ting these components, which may occur almost simultaneously in a typical search process, we can compare different types of search activities and evaluate their efficiencies. . menu section1 section2 section3section4section5section65.2.2 Search Market Efficiency（1）Content providers.（2）Selection.（3）A

20、ccess. . menu section1 section2 section3section4section5section65.2.2 Search Market EfficiencyAn ideal search market allows consumers a series of filtering process by which they may reduce the universe of available information to a manageable and meaningful size. An efficient Internet search market

21、can be depicted. . menu section1 section2 section3section4section5section65.2.2 Search Market Efficiencyin Figure 5-1, as the content space available on the Internet containing the set of selected information, which also contains accessed information space. one is a proper subset of the other in the

22、 order of contents, selection, and access. If any or some of them are not a proper subset, the search market is not efficient. . menu section1 section2 section3section4section5section65.2.2 Search Market EfficiencyFigure 5-1 An efficient Internet search market . menu section1 section2 section3sectio

23、n4section5section65.2.2 Search Market EfficiencyFigure 5-1 An efficient Internet search market . menu section1 section2 section3section4section5section65.2.3 Search Efficiency in IntermediariesIn terms of network traffic, individual agent-based searches will generate much duplication of accessing an

24、d downloading information since each consumer must send their own query over the network. This duplicative traffic can be minimized by using intermediaries who collect, process, and store the information. . menu section1 section2 section3section4section5section65.2.3 Search Efficiency in Intermediar

25、iesThe efficiency in intermediating potentially duplicative and wasteful information access on the Internet resembles that of wholesaling and retailing in physical markets. By handling products in bulk, whole salers and retailers in physical markets minimize transportation costs in distributing thes

26、e products to geographically dispersed end users. . menu section1 section2 section3section4section5section65.2.3 Search Efficiency in IntermediariesFor digital products, however, a producer needs only to send one copy to a wholesaler or a retailer, and thus there is no reason to be concerned with mi

27、nimizing distribution costs. And since no on-line retailer is closer to consumers than their suppliers, we need not consider the distributive efficiency. . menu section1 section2 section3section4section5section65.2.3 Search Efficiency in IntermediariesNevertheless, an on-line intermediary minimizes

28、distribution costs in its own way by reducing costs associated with network traffic. If we compare intermediated and disintermediation markets (see Figure 5-3), the similarity is striking. . menu section1 section2 section3section4section5section6Figure 5-3 Information access with and without an inte

29、rmediary5.2.3 Search Efficiency in Intermediaries（a）Disintermediation（b）Intermediation . menu section1 section2 section3section4section5section65.2.3 Search Efficiency in IntermediariesThe stylized diagram (Figure 5-3) shows how consumers access product information. In (a), each buyer sends a query

30、to all sellers to get product information, whereas in (b), buyers can get information from the intermediary who receives information packages from all these sellers. . menu section1 section2 section3section4section5section65.3 Searching Marketing Information on the Internet5.3.1 Internet Marketing T

31、echniquesThe Internet provides a new advertising medium, but to categorize it as a single medium is not really accurate. Many different advertising mechanisms exist on the Internet, each varying in its cost and ability to reach targeted customers. . menu section1 section2 section3section4section5sec

32、tion65.3.1 Internet Marketing TechniquesIn a pure sense, passive techniques are considered to be those methods that require the user to “pull” the information from the web site. In a pure sense, aggressive techniques are considered to be those techniques in which the web site “pushes” the informatio

33、n onto the consumer, regardless of whether the consumer is interested or not. . menu section1 section2 section3section4section5section65.3.1 Internet Marketing TechniquesFigure 5-4 illustrates a continuum of Internet marketing techniques, ranging from passive to aggressive.Figure 5-5 illustrates how

34、 an individual may use web-based systems throughout the day for both personal and business use. . menu section1 section2 section3section4section5section65.3.1 Internet Marketing TechniquesFigure 5-4 Internet marketing continuum from passive to aggressive . menu section1 section2 section3section4sect

35、ion5section65.3.1 Internet Marketing TechniquesFigure 5-5 Internet marketing and pull and push technologies . menu section1 section2 section3section4section5section65.3.2 Search Engine 1What Is Search EngineInternet search engines (eg. Google, AltaVista) help users find web pages on a given subject.

36、 The search engines maintain databases of web sites and use programs (often referred to as “spiders” or “robots”) to collect information, which is then indexed by the search engine. Similar services are provided by “directories” which maintain ordered lists of websites, eg. Yahoo! . menu section1 se

37、ction2 section3section4section5section65.3.2 Search Engine2How to Use a Search Engine（1）Choose your keywords carefully.（2）More keywords equal to more accuracy.（3）Be specific!（4）Try directories.（5）Including or excluding certain keywords.（6）Whole phrase searches.（7）Site only searches.（8）Searching in o

38、ther languages. . menu section1 section2 section3section4section5section65.4 New Product Development Information Collection on the Web 5.4.1 Collect New Products Plot of ConsumerThere are a lot of sources that the new products are conceived. The most important one is users questions, this kind of me

39、thod requires users to propose question and demand when they use a certain specific goods or goods series, and assess these questions and importance required, influence degree, select the plot that is worth developing in view of the above. . menu section1 section2 section3section4section5section6 5.

40、4.1 Collect New Products Plot of ConsumerStudying the information conscientiously, perhaps include the limitless intention among them. It has been proved, the new products developed on this basis, have the highest success rate, according to the digital display of relevant investigations, except mili

41、tary products, USs successful technological innovation and new products have 60%80% from the suggestions or reform which were put forward by users. . menu section1 section2 section3section4section5section65.4.1 Collect New Products Plot of ConsumerFigure 5-6 Customers feedbacks column on Haier websi

42、te . menu section1 section2 section3section4section5section65.4.2 Collection of New Products Patent InformationThe development of new products will involve the patent question unavoidably. Generally inquire about the domestic patent information, people can log in the websites such as China patent in

43、formation retrieval system . . menu section1 section2 section3section4section5section65.4.2 Collection of New Products Patent InformationChinas patent digest database (Figure 5-7) includes the application from all patents for invention and practical new-type patents that were announced since Septemb

44、er 10, 1985 of Patent Office of the Peoples Republic of China. . menu section1 section2 section3section4section5section65.4.2 Collection of New Products Patent InformationFigure 5-7 Patent digest database of China . menu section1 section2 section3section4section5section65.4.3 Collection of New Produ

45、ct Information of Scientific Research Institutions and of the Universitiesbigger enterprises all have their own research and development departments and set up their own research and development centre or research institute. small and medium-sized enterprises, universities and scientific research in

46、stitutions can yet be regarded as an outlet to do such research and development of new products. . menu section1 section2 section3section4section5section65.4.3 Collection of New Product Information of Scientific Research Institutions and of the UniversitiesScientific and technological network of Chi

47、nese universities () link the universities and comprehensive website of enterprises, enterprises can search the relevant university scientific findings (as Figure 5-8 shows ) and look for inventors or the designers according to the name and trade of universitys schools. . menu section1 section2 sect

48、ion3section4section5section65.4.3 Collection of New Product Information of Scientific Research Institutions and of the UniversitiesFigure 5-8 Scientific and technological network of Chinese universities . menu section1 section2 section3section4section5section65.5 Statistical Information CollectionTh

49、e information collected through each channel on Internet is scattered, not in ideally good order, so information of enterprise seems very important to be processed in order, because investigation results are the basis of enterprise decision. . menu section1 section2 section3section4section5section65

50、.5 Statistical Information CollectionThe one that should be paid attention to is, the going on of this activity should be effective in time. If we dont do information processing as soon as possible, our competitors may get ahead of us, and we may lose business opportunities. . menu section1 section2

51、 section3section4section5section65.5 Statistical Information CollectionThere are a few tools for processing information on the net. The counter of some websites can send the quantity of the mail list automation statistically, investigate which information users are interested in (Figure 5-9).Figure

52、5-9 Exchange counters . menu section1 section2 section3section4section5section65.5 Statistical Information CollectionA lot of websites offer the information about statistics at present, such as Hotbot For example, users input “demographic”, “population” or “census”, etc. then choose the limited time

53、, language and way to show on the left of the webpage, clicking the button “search”. Finally, we can see the picture illustrated in Figure 5-10. . menu section1 section2 section3section4section5section65.5 Statistical Information CollectionFigure 5-10 Searching data of peoples statistics on Hotbot .

54、 menu section1 section2 section3section4section5section65.5 Statistical Information CollectionWhen one would like to choose Search Partners, he may choose to search for on Yellow Page of Lycos. Then we need to confirm the searching detail further (see Figure 5-11), such as investigating the catalogu

55、e (superfine catalogue) or companys name, affiliated urban name and state name of the content. . menu section1 section2 section3section4section5section65.5 Statistical Information CollectionFigure 5-11 Confirm the details of searching on the Yellow Page in Lycos . menu section1 section2 section3sect

56、ion4section5section65.5 Statistical Information CollectionIf automobile enterprise of our country want Los Angeles automobile statistics of California distributor, they can fill in “Automobile Dealers”, “Los Angeles” and “California”, separately. It will show the lower grade of this catalogues which

57、 accords with this condition (as Figure 5-12 shows). Enter the last result after choosing any catalogue (Figure 5-13). . menu section1 section2 section3section4section5section65.5 Statistical Information CollectionFigure 5-12 Lower grade of catalogues of the terms in Lycos . menu section1 section2 s

58、ection3section4section5section65.5 Statistical Information CollectionFigure 5-13 The final result of the statistics in Lycos . menu section1 section2 section3section4section5section65.6 Web Business Information Analysis and Reorganization5.6.1 Information Analysis Efficiency in Web Search ServicesNu

59、merous Web search services exist on the Internet, some with access to information on tens of millions of Web pages. As the Web becomes the dominant information channel, it is important to focus on how Web search services are organized and to evaluate their efficiency in providing relevant informatio

60、n to users. . menu section1 section2 section3section4section5section65.6.1 Information Analysis Efficiency in Web Search ServicesSurfing the net in this way is still the only way some Web pages can be found, because not all pages are indexed or cataloged. The extent of the loss or gain depends on ho