网上销售盈利模式与网上展示

1、Chapter 3:Selling on the Web: Revenue Models and Building a Web Presence网上销售：盈利模式与网上展示网上销售：盈利模式与网上展示Electronic CommerceElectronic Commerce2ObjectivesIn this chapter, you will learn about: Revenue models 盈利模式 How some companies move from one revenue model to another to achieve success 企业如何通过转换盈利模式取得成

2、功 Revenue strategy issues that companies face when selling on the Web 企业进行网上销售时的盈利策略Electronic Commerce3Objectives (continued) Creating an effective business presence on the Web 进行有效的网上展示 Web site usability 网站的可用性 Communicating effectively with customers on the Web 与网上客户进行有效沟通Electronic Commerce4Rev

3、enue Models盈利模式盈利模式 Revenue Model A general term for the combination of strategies and techniques that a company uses to generate cash flow into the business from customers.Electronic Commerce51. Web catalog revenue model 网上目录网上目录盈利模式盈利模式 Mail order or catalog model 邮购模式或商品目录模式 Proven to be successf

4、ul for a wide variety of consumer items Web catalog revenue model 网上目录盈利模式 Taking the catalog model to the WebElectronic Commerce6Computers and Consumer Electronics电脑与消费电子电脑与消费电子 Apple, Dell, Gateway, and Sun Microsystems have had great success selling on the Web Dell created value by designing its

5、entire business around offering a high degree of configuration flexibility to its customers 提供给客户高度的配置灵活性Electronic Commerce7Books, Music, and Videos图书、音像制品图书、音像制品 Retailers use the Web catalog model to sell books, music, and videos Among the most visible examples of electronic commerce Jeff Bezos F

6、ormed A Jason and Matthew Olim Formed an online music store they called CDnow Used the Web catalog revenue modelElectronic Commerce8Luxury Goods奢侈品奢侈品 People are still reluctant to buy luxury goods through a Web site The Web sites of Vera Wang and Versace were constructed to provide information to s

7、hoppers, not to generate revenue The Evian Web site was designed for a select, affluent group of customersElectronic Commerce9 Clothing Retailers服装零售商服装零售商 Lands End Pioneered the idea of online Web shopping assistance with its Lands End Live feature in 1999 Personal shopper 个人采购员 Intelligent agent

8、program that learns a customers preferences and makes suggestions Virtual model 虚拟模特 Graphic image built from customer measurements Electronic Commerce10Flowers and Gifts鲜花和礼品鲜花和礼品 1-800-Flowers 鲜花店 Created an online extension to its telephone order business Chocolatier Godiva 巧克力商 Offers business g

9、ift plans on its siteElectronic Commerce112. Digital Content Revenue Models数字内容盈利模式数字内容盈利模式 Firms that own intellectual property have embraced the Web as a new and highly efficient distribution mechanism 拥有知识产权的企业将网络作为一种新兴的有效的分销机制 L 法律、政府信息数据库 Provides full-text search of court cases, laws, patent d

10、atabases, and tax regulations ProQuest 学术出版物数据库 Sells digital copies of published documentsElectronic Commerce123. Advertising-Supported Revenue Models依赖广告的盈利模式依赖广告的盈利模式 Broadcasters provide free programming to an audience along with advertising messages 电视广播提供免费节目，但伴有广告信息 Success of Web advertising

11、 is hampered by:网络广告模式的成功受到两个障碍因素的制约 No consensus on how to measure and charge for site visitor views 没有统一的测量网站访问量的方法与计费方式 Stickiness of a Web site: the ability to keep visitors and attract repeat visitors 网站的黏度 Very few Web sites have sufficient visitors to interest large advertisers 很少有网站具有足够大的访问量

12、，以吸引客户Electronic Commerce13Web Portals门户网站门户网站 Web directory 网页目录 A listing of hyperlinks to Web pages Portal or Web portal 门户或门户网站 Site used as a launching point to enter the Web Almost always includes a Web directory and search engine Examples: Yahoo!, Sina, 163Electronic Commerce144. Advertising-

13、Subscription Mixed Revenue Models广告订阅混合模式广告订阅混合模式 Subscribers pay a fee and accept some level of advertising Typically are subjected to much less advertising This model is used by The New York Times and The Wall Street JournalElectronic Commerce15Advertising-Subscription Mixed Revenue Models (contin

14、ued) Business Week 商业周刊 Offers some free content at its Business Week online site Requires visitors to buy a subscription to the Business Week print magazineElectronic Commerce165. Fee-for-Transaction Revenue Models交易费用盈利模式交易费用盈利模式 Businesses offer services and charge a fee based on the number or si

15、ze of transactions processed 根据交易数量或规模收取费用 Disintermediation 去中介化 Removal of an intermediary from a value chain Reintermediation 再中介化 Introduction of a new intermediaryElectronic Commerce176. Fee-for-Service Revenue Models服务费用模式服务费用模式 Fee is based on the value of a service provided 根据服务的价值收费 Service

16、s range from games and entertainment to financial advice 包括游戏、娱乐、理财建议和其他专业服务 Online games 在线游戏 Growing number of sites include premium games in their offerings Site visitors must pay to play these premium gamesElectronic Commerce18Fee-for-Service Revenue Models (continued) Concerts and films 音乐会和电影

17、As more households obtain broadband access to the Internet, companies are providing streaming video of concerts and films to paying subscribers Professional services 专业服务 State laws are one of the main forces preventing professionals from extending their practices to the WebElectronic Commerce19Reve

18、nue Models in Transition盈利模式的转变盈利模式的转变 Subscription to advertising-supported model 订阅模式到广告支持模式 Microsoft founded its Slate magazine Web site An upscale news and current events publication Charged an annual subscription fee after a limited free introductory period Was unable to draw a sufficient numb

19、er of paid subscribers Now operated as an advertising-supported siteElectronic Commerce20Advertising-Supported to Advertising-Subscription Mixed Model广告模式到广告收费混合模式广告模式到广告收费混合模式 S 在线杂志 Operated for several years as an advertising-supported site Now offers an optional subscription version of its site

20、Subscription offering was motivated by the companys inability to raise additional money from investors Electronic Commerce21Advertising-Supported to Fee-for-Services Model广告支持到服务费用模式广告支持到服务费用模式 Xdrive Technologies 网络磁盘存储服务 Opened its original advertising-supported Web site in 1999 Offered free disk

21、storage space online to users After two years, it was unable to pay the costs of providing the service with the advertising revenue it generated Later it switched to a fee-for-services modelElectronic Commerce22Advertising-Supported to Subscription Model广告模式到订阅模式广告模式到订阅模式 Northern Light 搜索引擎 Founded

22、 in August 1997 as a search engine with a twist Revenue model Combination of advertising-supported model plus a fee-based information access service January 2002 Converted to a new revenue model that was primarily subscription supportedElectronic Commerce23Multiple Transitions多次转变多次转变 Encyclopdia Br

23、itannica 大不列颠百科全书 Original offerings included: The Britannica Internet Guide 免费导航网站 Free Web navigation aid Encyclopdia Britannica Online 付费网站 Available for a subscription fee or as part of a CD package 1999 转向免费、广告支持模式 Converted to a free, advertiser-supported site 2001 又转向混合模式 Returned to a mixed

24、modelElectronic Commerce24Revenue Strategy Issues盈利战略问题盈利战略问题 Channel conflict 渠道冲突 Occurs whenever sales activities on a companys Web site interfere with existing sales outlets Also called cannibalization 也成为渠道相斥 Channel cooperation 渠道合作 Giving customers access to the companys products through a co

25、ordinated presence in all distribution channelsElectronic Commerce25Creating an Effective Web Presence进行有效的网上展示进行有效的网上展示 An organizations presence is the public image it conveys to its stakeholders 一家企业的展示是它传递给利益相关者的公众形象 Stakeholders of a firm include customers, suppliers, employees, stockholders, n

26、eighbors, and the general public 利益相关者包括客户、供应商、雇员、股东、周边社区以及普通公众Electronic Commerce26Achieving Web Presence Goals Objectives of the business include: 网上展示的目标 Attracting visitors to the Web site 吸引访问者访问 Making the site interesting enough that visitors stay and explore 吸引访问者停留并浏览 Convincing visitors to

27、 follow the sites links to obtain information 吸引访问者获取信息Electronic Commerce27Achieving Web Presence Goals (continued) Objectives of the business include: Creating an impression consistent with the organizations desired image 塑造企业形象 Building a trusting relationship with visitors 创建信任关系 Reinforcing pos

28、itive images that the visitor might already have about the organization强化正面印象 Encouraging visitors to return to the site 吸引访问者再次访问Electronic Commerce28Electronic Commerce29 Electronic Commerce30Electronic Commerce31Web Site Usability网站可用性网站可用性 Motivations of Web site visitors include:网站访问者的动机包括 Lear

29、ning about products or services that the company offers 了解产品和服务 Buying products or services that the company offers 购买产品和服务 Obtaining information about warranty, service, or repair policies for products they purchased 获取关于售后保障、服务和维修的信息 Obtaining general information about the company or organization

30、获取关于企业或组织的一般信息Electronic Commerce32Web Site Usability (continued) Motivations of Web site visitors include: Obtaining financial information for making an investment or credit granting decision 了解财务信息 Identifying the people who manage the company or organization 了解企业的管理人员 Obtaining contact informatio

31、n for a person or department in the organization 获得联系方式Electronic Commerce33Making Web Sites Accessible网站的易用性网站的易用性 One of the best ways to accommodate a broad range of visitor needs is to build flexibility into the Web sites interface 使网站界面具有灵活性 Good site design lets visitors choose among informati

32、on attributes 能让访问者选择访问属性 Web sites can offer visitors multiple information formats by including links to files in those formats 提供多种信息格式 Offer easily accessible information 提供易于获得的信息Electronic Commerce34Trust and Loyalty信任与忠诚信任与忠诚 A 5 percent increase in customer loyalty can yield profit increases

33、between 25% and 80%客户忠诚度提高5，利润将提高25% - 80% Repetition of satisfactory service can build customer loyalty重复的满意服务能提高客户忠诚度 Customer service is a problem for many electronic commerce sites 客户服务是诸多电子商务网站面临的问题Electronic Commerce35 Usability Testing可用性测试可用性测试 Companies that have done usability tests Watch

34、how different customers navigate through a series of Web site test designs可用性测试通过一系列网站测试方案来观察不同客户的导航方式 Cost of usability testing is low compared to the total cost of a Web site design相对于网站建设的总体成本而言，可用性测试成本非常低Electronic Commerce36Customer-Centric Web Site Design以客户为中心的网站设计以客户为中心的网站设计 Customer-centric

35、 Web site design puts the customer at the center of all site designs 在网站设计时将客户放在核心 Guidelines: Design the site around how visitors will navigate the links 按照导航方式进行设计 Allow visitors to access information quickly 能快速访问信息 Avoid using inflated marketing statements 避免浮夸性用语Electronic Commerce37Customer-Centric Web Site Design (continued) Guidelines: Avoid using business jargon and terms that visitors might not understand 避免使用访问者难以理解的行业术语 Be consistent in use of design features and colors风格