南京财经大学电子商务双语版chapter4ELECTRONICMARKE.ppt

ELECTRONICMARKETPLACES,4.1Thestructureofbusinessmodels4.2Electronicmarkets4.3ElectronicIntermediation4.4Onlineretailing4.5B2BEC,4.1ThestructureofbusinessmodelsOneofthemajorcharacteristicsofECisthatitenablesthecreationofnewbusinessmodels.4.1.1Businessmodel:Amethodofdoingbusinessbywhichacompanycangeneraterevenuetosustainitself.Theelementaryofe-business:Directmarketing;Intermediary;contentprovide;full-serviceprovider;sharedinfrastructure;valuecommunity;consolidatorofservicesforlargeorganizations,Wecandescribebusinessmodelfromtwofacets:RevenuemodelsandValuepropositionRevenuemodels:DescriptionofhowthecompanyoranECprojectwillearnrevenue.SalesTransactionfees:basedonthevolumeoftransaction;leviedpertransactionSubscriptionfeesAdvertisingfeesAffiliatefeesOtherrevenuesources:licensingfees,Valueproposition:ThebenefitsacompanycanderivefromusingEC.SearchandtransactioncostefficiencyFasterandmoreinformeddecisionmakingWiderproductandserviceselectionEconomiesofscaleandscopeComplementaritiesBundlingtogethertoprovidemorevaluethanseparately,Lock-inSignificantswitchingcostNetworkexternalityNoveltyCreatesvaluethroughinnovativeways,4.1.2TypicalbusinessmodelsinECOnlinedirectmarketing:Electronictenderingsystems(reverseauction):Modelinwhichabuyerrequestswould-besellerstosubmitbids,andthelowestbidderwins.Nameyourownprice:Modelinwhichabuyersetsthepriceheorsheiswillingtopayandinvitessellerstosupplythegoodorserviceatthatprice.,Findthebestprice:,Affiliatemarketing(联属网络营销):Anarrangementwherebyamarketingpartner(abusiness,anorganization,orevenanindividual)refersconsumerstothesellingcompanyswebsite.,Viralmarketing:Word-of-mouthmarketinginwhichcustomerspromoteaproductorservicetofriendsorotherpeople.Grouppurchasing(e-co-ops):Quantitypurchasingthatenablesgroupsofpurchaserstoobtainadiscountpriceontheproductspurchased.,病毒营销吃垮必胜客案例,Onlineauction:Productandservicecustomization:ElectronicmarketplacesandexchangesValuechainintegratorsValuechainserviceproviders,InformationbrokersBarteringDeepdiscountingMembershipSupplychainimprovers,Discussion:IntroduceanE-commercecompanyinrealworld,analyzeitsbusinessmodel,includingitsrevenuemodelandvalueproposition.,4.2ElectronicMarketplacesMarketspace:Inwhichsellersandbuyersexchangegoodsandservicesformoney(orforothergoodsandservices),butdosoelectronically.4.2.1MarketspacecomponentsCustomersSellersProducts（digitalproducts）Infrastructure,Frontend:Theportionofane-sellersbusinessprocessesthroughwhichcustomersinteract,includingthesellersportal,electroniccatalogs,ashoppingcart,asearchengine,andapaymentgateway.Backend:Theactivitiesthatsupportonlineorder-taking.Itincludesfulfillment,inventorymanagement,purchasingfromsuppliers,paymentprocessing,packaging,anddelivery.,IntermediariesOtherbusinesspartners:shipperSupportservices:certification,trustservices,knowledgeproviders,4.2.2Typesofelectronicmarkets:fromstorefrontstoportalsElectronicstorefrontsAsinglescompanyswebsitewhereproductsandservicesaresold.Electronicmalls:Anonlineshoppingcenterwheremanystoresarelocated.,TypesofstoresandmallsGeneralstores/mallsSpecializedstores/mallsRegionalversusglobalstoresPureonlineorganizationsversusclick-and-mortarstores,Marketplaces(theterme-marketplaceusuallyimpliesB2B,notB2C)PrivateE-marketplaces:sell-sidee-marketplace;buy-sidee-marketplacePublicE-marketplaces(ownedbyathirdparty)Consortia：E-marketplacesownedbyasmallgroupoflargevendors,usuallyinasingleindustry.,Informationportals:Asinglepointofaccessthroughawebbrowsertobusinessinformationinsideand/oroutsideanorganization.CommercialportalsCorporateportalsPublishingportalsMobileportalsVoiceportals,4.3IntermediationofE-markets4.3.1TherolesandvalueofintermediariesAddressthefollowinglimitationsSearchcostsLackofprivacyIncompleteinformationContractriskPricinginefficiencies,4.3.2DisintermediationandReintermediationDisintermediation:Eliminationofintermediariesbetweensellersandbuyers.Reintermediation:Establishmentofnewintermediaryrolesfortraditionalintermediariesthatweredisintermediated.,Manufactures,Manufactures,Manufactures,Wholesaler,Distributor,retailer,Consumers,Consumers,Consumers,E-Intermediaries,Disintermediation,TraditionalDistribution,DirectMarketingwithEC,Reintermediation,4.4ElectronicRetailing4.4.1Overviewofe-tailingElectronicretailing:retailingconductedonline,overtheInternet.Theconceptofretailingande-tailingimpliessalesofgoodsand/orservicestoindividualcustomers-thatis,B2Ce-commerce.However,thedistinctionbetweenB2CandB2Bcommerceisnotalwaysclearcut.,4.4.2WhatsellswellontheInternetComputerhardwareConsumerelectronicsandsoftwareSportinggoodsOfficesuppliesBooksandmusicToysHealthandbeautyEntertainmentApparelCarsServicesOthers,20.05.2020,41,4.4.3CharacteristicofsuccessfulE-tailingHighbrandrecognitionAguaranteeprovidedbyhighlyreliableorwell-knownvendersDigitizedformatRelativelyinexpensiveitemsFrequentlypurchaseditemsCommoditieswithstandardspecifications,markingphysicalinspectionunimportantWell-knownpackageditems,购物市场竞争对比,从用户规模看，2011年淘宝网用户渗透率达到80.7%，居于首位；第二位是天猫，有54.2%的用户使用率。第三、四位的分别是京东商城（14.8%）和当当网（11.4%）。第五位是拍拍网，用户占比为10.4%。,20.05.2020,43,20.05.2020,44,网民使用购物网站的单一度持续降低，61.1%的网民只在一个购物网站上网购，与2010年相比降低了11.6个百分点。淘宝网用户单一度最高，57.1%的淘宝网用户只在淘宝网上购物。天猫排名第二，用户单一度为56.7%。拍拍网用户单一度排名第三，有24.8%的拍拍网用户只在拍拍网上购物。除了天猫以外，B2C购物网站中当当网和麦考林的用户单一度也较高，分别为14.6%和12.8%。,20.05.2020,45,20.2%的用户最近半年开始使用新的购物网站。1号点的用户新增率最高，达到25.7%。其次是凡客诚品，有20.4%的新增用户。京东商城排名第三，有13.5%的用户新增率。麦考林和拍拍网用户新增比例也相对较高，分别有12.8%和10.3%的比例。10%的用户放弃了半年前使用的购物网站。流失用户比例最大的是拍拍网，流失用户为9.7%，其次是凡客诚品和当当网，分别是9.2%和8.3%。亚马逊中国和京东商城也有6.2%和2.6%的流失用户。淘宝网和天猫用户流失较少，分别为2.0%和0.6%。,20.05.2020,46,网购用户放弃使用某一购物网站，最主要的原因是找不到需要的商品，占流失用户的50.2%。因为商品质量不好和商品价格太高的用户有32.4%和19.1%。由于售后服务不到位和快递服务差的均为14.7%。存在网站欺骗消费者的也有10%。,20.05.2020,47,购物网站核心功能网站品牌可靠性、产品种类丰富度、电子支付安全性、送货速度及送货质量,附加功能附加功能对网站用户的去留影响稍弱一些，但是会影响用户忠诚度。网站设计美观程度、搜索便捷度、社区论坛粘性、登录速度、客户服务解决效率,4.4.4E-tailingBusinessmodelsClassificationbydistributionchannelMail-orderretailersthatgoonlineDirectsalesbymanufacturersVirtualpure-playe-tailing:FirmsthatselldirectlytoconsumersovertheInternetwithoutmaintainingaphysicalsaleschannel,4.Click-and-mortarretailers:Brick-and-mortarretailerswithatransactionalwebsitefromwhichtoconductbusiness.5.RetailinginonlinemallsReferringdirectoriesMallswithsharedservices,4.4.5ProblemswithE-TailingandLessonsLearned,Reasonsretailersgivefornotgoingonlineinclude:productisnotappropriateforWebsaleslackofsignificantopportunitytooexpensivetechnologynotreadyonlinesalesconflictwithcorebusiness,ProblemswithE-TailingandLessonsLearned(cont.),Lessonslearned:DontignoreprofitabilityManagenewriskexposureWatchthecostofbrandingDonotstartwithinsufficientfundsThewebsitemustbeeffectiveKeepitinteresting,IssuesinE-Tailing,Disintermediation:TheremovaloforganizationsorbusinessprocesslayersresponsibleforcertainintermediarystepsinagivensupplychainReintermediation:Theprocesswherebyintermediaries(eithernewonesorthosethathadbeendisintermediated)takeonnewintermediaryroles,IssuesinE-Tailing(cont.),Channelconflict:Situationinwhichanonlinemarketingchannelupsetsthetraditionalchannelsduetorealorperceiveddamagefromcompetition,IssuesinE-Tailing(cont.),DeterminingtherightpricepricescompetitiveontheInternetpricesshouldbeinlinewiththecorporatepolicyonprofitabilityPersonalizationusecookiefilesandothertechnologiestotrackthespecificbrowsingandbuyingbehaviorofeachconsumermarketingplantailoredtothatconsumerspattern,A:TheKingofE-Tailing,TheopportunityJuly1995,e-tailingpioneerA,offeredbooksviaanelectroniccatalogfromitsWebsite()Thecompanyhascontinuallyenhanceditsbusinessmodelsandelectronicstoreby:,expandingproductselectionimprovingthecustomersexperienceaddingservicesandalliancesrecognizingtheimportanceoforderfulfillmentandwarehousing,A:TheKingofE-Tailing(cont.),TechnologyusedAhasexpandedinavarietyofdirections:offersspecialtystores(professionalandtechnicalstore)expandsitseditorialcontentthroughpartnershipswithexpertsincertainfieldsincreasesproductselectionwiththe(usedandout-of-printtitles)expandsitsofferingsbeyondbooks(June2002becameanauthorizeddealerofSonyCorp.sellingSonyproductsonline)today:adiversifiedretailerofproductsandservices,A:TheKingofE-Tailing(cont.),KeyfeaturesoftheAsuperstoreare:easybrowsing,searching,andorderingusefulproductinformation,reviews,recommendations,andpersonalizationbroadselectionlowpricessecurepaymentsystemsefficientorderfulfillmentpersonalization,A:TheKingofE-Tailing(cont.),Enjoyablefeatures:“GiftIdeas”sectionfeaturesseasonallyappropriategiftideasandservices“Community”sectionprovidesproductinformationandrecommendationssharedbycustomers“E-Cards”section,freeanimatedelectronicgreeting,A:TheKingofE-Tailing(cont.),Marketplaceservices:hostsandoperatesauctionszShopsservicehostselectronicstorefrontsforamonthlyfeeallowingsmallbusinessestheopportunitytohavecustomizedstorefrontssupportedbytherichnessofAsorder-fulfillmentprocessing,A:TheKingofE-Tailing(cont.),AisrecognizedasanonlineleaderinCRMinformativemarketingfrontendsone-to-oneadvertisementsfreepostingofrestaurantmenusfromthousandsofrestaurants“Welcomeback,SarahShopper”withrecommendationsofnewbooksfromthecustomerspreferredgenrebasedonpreviouspurchases,A:TheKingofE-Tailing(cont.),Sendspurchaserecommendationsviae-mailtocultivaterepeatbuyersEfficientsearchengineandothershoppingaidsCustomerscanpersonalizetheiraccountsandmanageordersonlinewiththepatented“One-Click”orderfeatureincludinganelectronicwallet,A:TheKingofE-Tailing(cont.),In1997,Astartedanextensiveaffiliatesprogramby2002,thecompanyhadmorethan500,000partnersthatrefercustomerstoAAmazonpaysa3to5%commissiononanyresultingsaleallianceswithmajor“trustedpartners”provideknowledgeableentryintonewmarketsCallowsittosellcarsonlineDconnectstohealthandbeautyaidsATalsocalledtradingcommunitiesortradingexchangesPublice-marketplaces:Third-partyexchangesthatareopentoallinterestedparties(sellersandbuyers),One-from-Many:Buy-SideMarketplacesandE-Procurement(cont.),InefficienciesintraditionalprocurementmanagementProcurementmanagement:ThecoordinationofalltheactivitiesrelatingtopurchasinggoodsandservicesneededtoaccomplishthemissionofanorganizationMaverickbuying:Unplannedpurchasesofitemsneededquickly,oftenatnon-