电子商务概论-PPT-ch03

SellingontheWebChapter31©CengageLearning2015LearningObjectivesInthischapter,,youwilllearnabout:WhatarevenuemodelisandhowcompaniesusevariousrevenuemodelsHowsomecompanieschangetheirrevenuemodelstoachievesuccessRevenuestrategyissuesthatcompaniesfacewhensellingonline©CengageLearning20152LearningObjectives(cont’d..)HowtocreateaneffectivebusinesspresenceontheWebWhatfactorsenhanceWebsiteusabilityHowcompaniesusetheWebtoconnectwithcustomers©CengageLearning20153IntroductionOnlinebusinessexample:progressiveinsuranceFirstautoinsurancecompanytolaunchaWebsite((1995))Firsttosellpoliciesonline((1997)Startedprovidingcompetitor’sratesin2002Introducedfemalecharacter““Flo”in2008Advertisingandbrandstrategy©CengageLearning20154RevenueModelsforOnlineBusinessWebbusinessrevenue-generatingmodelsWebcatalogDigitalcontentAdvertising-supportedAdvertising-subscriptionmixedFee--basedSamemodelcanworkforbothsaletypesBusiness-to-consumer((B2C)Business-to-business((B2B)©CengageLearning20155WebCatalogRevenueModelsAdaptedfrommail-order((catalog)modelSellerestablishesbrandimagePrintedinformationmailedtoprospectivebuyersOrdersplacedbymailorphoneExpandstraditionalmodelReplacesorsupplementsprintcatalogsOrdersplacedthroughWebsiteCreatesadditionalsalesoutletforexistingcompanies©CengageLearning20156WebCatalogRevenueModels((cont’d.)DiscountretailersSomediscountersbeganasretailoperationsonline,e.g.,OTraditionalretailersnowusingWebcatalogrevenuemodel::Costco,Kmart,,Target,andWalmartMultiplemarketingchannelsAllowsmorecustomerstobereachedatalowercostMarketingchannelexamplesPhysicalstoresWebsitesMailedcatalogsornewspaperinsert©CengageLearning201578FIGURE3-1Combiningmarketingchannels::tworetailerexamples©CengageLearning20158©CengageLearning2015WebCatalogRevenueModels((cont’d.)AddingthepersonaltouchManyadaptedcatalogsalesmodeltoWebDisplayclothingphotoscategorizedbytypePrices,,sizes,colors,,andtailoringdetailsWantcustomerstoexamineclothingonlinePlaceordersthroughWebsiteLands’EndonlineWebshoppingassistanceLands’EndLive((1999))Somesitesoffertextandvideochat©CengageLearning20159WebCatalogRevenueModels((cont’d.)PersonalshopperLearnspreferencesandmakessuggestionsVirtualmodelAllowscustomerstotryclothesGraphicimagebuiltfromcustomermeasurementsProblem:varyingcomputermonitorcolorsettingsSolutions::sendfabricswatchonrequestand/oroffergenerousreturnpolicies©CengageLearning201510Fee--for-ContentRevenueModelsFirmsowningwritteninformationorinformationrightsEmbracetheWebasahighlyefficientdistributionmechanismUsethedigitalcontentrevenuemodelSellrightstoaccessinformationtheyownLegal,academic,,businessandtechnicalcontentLexisNexis:offersvarietyofinformationservicesforlawyersandlawenforcementofficialsSubscriptionsandindividualaccessrightstoonlineacademicjournalsandotherpublications©CengageLearning201511Fee--for-ContentRevenueModels((cont’’d.))AcademicinformationaggregationservicesPurchaseandresellrightsinsubscriptionpackagestoschools,libraries,companies,,andnot--for-profitinstitutionsDowJonesprovidesbusiness--focusedpublicationsonlineNewspaper,,magazine,andjournalmaterialsFactiva:subscriptionstoindividualsforpurposesofbusinessresearch,jobsearches,orinvestmentanalysis©CengageLearning201512ElectronicBooksCanbereadorlistenedtoAvailabletoavarietyofdevicesA’sKindleBarnes&&Noble’sNookKoboGloiTunesandGoogleplaysellbooksandmusicPhysicalandelectronicbookswillcoexistforyearstocome©CengageLearning201513OnlineMusicRecordingindustryslowtoembraceLargeststores:AmazonMP3,Apple’’siTunes,,GooglePlaySubscriptionservicestostreammusicPandoraInternetRadio,Spotify,RhapsodyComplicationsNosinglestoreoffersallmusicIndividualstorespromotetheirownmusicfileformatsSomeartists//recordingcompaniespartnerwithspecificstoreorboycottonlinesalesaltogether©CengageLearning201514OnlineMusic((cont’’d.))DigitalRightsManagement(DRM))softwareIntendedtocurtailmusicpiracyAmazonMP3storeFirsttoofferDRM-freeMP3formatMusicindustryReportsincreasedsalesin2013Firsttimein14years©CengageLearning201515OnlineVideoCanbesoldorrentedonlineDownloadedorstreamedPastlimitationsFilesizeConcernaboutcannibalizingsalesinotherchannelsTechnologicalbarriersarounddevicesOvercomingtheissuesNewtechnologiesimprovingdeliveryCompaniesincorporatingonlinedistributionintorevenuestrategyVideodeliverytechnologiesbecomingtransparent©CengageLearning201516OnlineVideo((cont’’d.))NetflixOnlineaccessDVDrentalsbymailTelevisionshowsavailableonlineHuluTV.comYouTube©CengageLearning201517AdvertisingasaRevenueModelElementAdvertisers’feesinplaceofusers’subscriptionsAdvertising-supportedrevenuemodelsUsedbyUnitedStatesbroadcastnetworktelevisionProvidesfreeprogrammingandadvertisingmessagesSupportsnetworkoperationssufficiently©CengageLearning201518Advertising-SupportedRevenueModels((cont’’d.))OnlineadvertisingchallengesDifficultyofmeasuringandchargingsitevisitorviewsStickinessKeepingvisitorsatsiteandattractingrepeatvisitorsExposedtomoreadvertisinginastickysiteObtaininglargeadvertiserinterestRequiresdemographicinformationcollectionCharacteristicssetusedtogroupvisitors©CengageLearning201519Advertising-SupportedRevenueModels((cont’’d.))Canobtainlargeadvertiserinterestby::UsingaspecializedinformationWebsiteDrawaspecializedaudiencecertainadvertiserswanttoreachExamples:TheHuffingtonPostandtheDrudgeReportHowStuffWorks©CengageLearning201520©CengageLearning201521FIGURE3-2Threestrategiesforanadvertising--supportedrevenuemodel©CengageLearning201522Advertising-SupportedRevenueModels((cont’’d.))Webportals((portal)SiteusedasalaunchingpointtoentertheWebAlmostalwaysincludesaWebdirectoryorsearchengineOftenincludesotherfeaturesWebdirectoryListofhyperlinkstoWebpagesGeneralintereststrategyExample:Yahoo!portalsearchenginePresentssearchterm-triggeredadvertisingoneachpage©CengageLearning20152223Advertising-SupportedRevenueModels((cont’’d.))SpecificintereststrategyExamples:C-NETandKayakTargetedadvertising©CengageLearning201523Advertising-SupportedNewspapersNewspapersormagazinespublishonlineversionofprintcontentSelladvertisingtocoverWebsitecostsNewspaper’’sWebpresenceProvidesgreaterexposureandadvertisingaudienceCandivertsalesfromtheprinteditionMixed-revenuemodelSomecontentfree,othercontentforpurchasePaywallPointatwhichfeesbegin©CengageLearning201524Advertising-SupportedOnlineClassifiedAdSitesTargetedclassifiedadvertisingsitesCancommandhigherratesthangeneraladvertisingGrowthofclassifiedadvertisingWebsitesVerybadfornewspapersExample:CraigslistWebemploymentadvertisingMostsuccessfultargetedclassifiedadvertisingcategoryExamples:CareerB,,TheLadders,andM©CengageLearning201525Advertising-SupportedOnlineClassifiedAdSites((cont’d.)UsedvehiclesitesAutoTOthersimilarsites,e.g..,usedmusicalinstruments,,comicbooks,andusedgolfequipmentAdvertising-subscriptionmixedrevenuemodelsSubscriberspayfeeandacceptsomeadvertisingLessadvertisingthanadvertising--supportedsitesVaryinglevelsofsuccessExamplesTheWallStreetJournal,TheNewYorkTimes©CengageLearning20152627FIGURE3-3Revenuemodelsusedbyonlineeditionsofnewspapersandmagazines©CengageLearning201527©CengageLearning2015Advertising-SubscriptionMixedRevenueModels((cont’’d.))ESPNLeveragesbrandnamefromcabletelevisionbusinessSellsadvertising;offersfreeinformationMixedmodelincludesadvertisingandsubscriptionrevenue((collectsinsidersubscriberrevenue)ConsumersUnion((ConsumerR))Purelyasubscription--supportedsiteNot--for-profitorganizationwithnoadvertisingFreeinformationAttractssubscribersandfulfillsmission©CengageLearning201528Fee--for-TransactionRevenueModelsServicefeechargedBasedontransactionnumberorsizeWebsiteoffersvisitortransactioninformationPersonalserviceformerlyprovidedbyahumanagentValuechainDisintermediationIntermediary((humanagent)removedReintermediationNewintermediary(fee--for-transactionWebsite)introduced©CengageLearning201529Fee--for-TransactionRevenueModels((cont’d.)StockbrokeragefirmsTworoundsofdisintermediationOriginalfull-linebrokerschargedrelativelyhighcommissionsCompetitiveedgebyofferingmoreandbetteradvice1970s:deregulationresultedindiscountbrokersFirstround:individualstockbrokersdisintermediatedfromtheindustryvaluechain©CengageLearning20153031Fee--for-TransactionRevenueModels((cont’d.)1990s:secondrounddisintermediationasdiscountbrokersfacedcompetitionfromonlinefirmsDiscountbrokersandfull-linebrokersopenednewstocktradingandinformationWebsitesBrokeragefirmswithstandingeconomicdownturnin2008offerprimarilyonlineservicesExample:TDAmeritrade©CengageLearning201531Fee--for-TransactionRevenueModels((cont’d.)InsurancebrokersQuotesmithofferedInternetpolicypricequotesdirectlytopublic((1996))Independentinsuranceagents:disintermediatedInsurancepolicyinformation,comparisons,salessitesInsWeb,,IProgressiveWebsiteProvidesquotesforcompetitors’productstooTheGeneral((GeneralAutomobileInsuranceServices)WebsiteOptionformotoristswhomayberejectedbyotherplans©CengageLearning201532Fee--for-TransactionRevenueModels((cont’d.)EventticketsWeballowseventpromoterstosellticketsfromonevirtuallocationtocustomersworldwideOnlineagenciesearnafeeoneveryticketsoldTicketmasterWebcreatedsecondaryticketmarket((StubHub,TicketsNow)BrokersconnectingticketownerswithbuyersEarnfeesonticketsresoldforothers,buyticketblocksWebcreatedeasy-to-findcentralmarketplace,facilitatingbuyer-sellernegotiations©CengageLearning201533Fee--for-TransactionRevenueModels((cont’d.)OnlinebankingandfinancialservicesNophysicalproductEasytoofferonWebSlowtotakeoffduetoconcernsaboutsecurityApproachesUseexistingbank’sidentificationandreputationStartonlinebanknotaffiliatedwithexistingbank((FirstInternetBankofIndiana))©CengageLearning20153435Fee--for-TransactionRevenueModels((cont’d.)Onlinebankingandfinancialservices(cont’d..)GrowingparticipationasservicesbecomemorewidelyavailableBillpresentmentserviceAccountaggregationtools©CengageLearning201535Fee--for-TransactionRevenueModels(cont’d..)TravelTravelagencyrevenuemodel::receivefeeforfacilitatingatransactionTravelsitesgeneraterevenuethrough:CommissionsWebsiteadvertisingfees(advertising-feerevenuemodel)PopulartravelWebsitesTravelocity((basedonSabre))Expedia(Microsoftsubsidiary)Orbitz((consortiumofmajorU.Sairlines)©CengageLearning20153637Fee--for-TransactionRevenueModels(cont’d..)Travel((cont’’d.))TraditionaltravelagentssqueezedoutSurvivingsmallertravelagentsspecializeincruisesAssistedbyWebsites,,e..g.,,VacationsToG,withdetailedcruiseinformationordiscountedpackagedealsReintermediationstrategy:catertoatargetaudience((WaveH)Alsosupplementedbyonlineadvertisingrevenue©CengageLearning201537Fee--for-TransactionRevenueModels((cont’d.)AutomobilesalesWebsitesimplementthefee--for-transactionrevenuemodeldifferentlyInformationservice(Autobytel,,E)Customerselectsspecificcar;sitedeterminespriceandfindslocaldealerLocatelocaldealers;carsellsatsmallpremiumoverdealer’’snominalcostDealerchargedafeeforserviceCarsalesperson::disintermediatedWebsite:newintermediary((reintermediation)©CengageLearning201538Fee--for-TransactionRevenueModels((cont’d.)RealestateandmortgageloansBrokeragefirmsandindividualrealestatebrokersfeatureonlineinformationonpropertiesNationalAssociationofRealtorsWebsiteR2008financialcrisisDramaticallyreducednumberofmortgagebrokersinbusinessSuccessfulonlinemortgagebrokersE-LOANIndustryisresistanttodisintermediation©CengageLearning201539Fee--for-ServiceRevenueModelsCompaniesofferWebserviceFeebasedonservicevalueNotabrokerserviceNotbasedontransactions-processednumberorsizeOnlinegamesSalesrevenuesourceAdvertising((olderconcept);;pay-to-playforpremiumgames;subscriptionfeesSomeelementsofadvertising©CengageLearning201540Fee--for-ServiceRevenueModels((cont’’d.))ProfessionalservicesLimitedWebuseStatelawsprohibitextensionofpracticeInstancesofunlicensedpracticecanarisePatientsorclientsmaysetappointmentsandreceiveonlineconsultationPatient/clientprivacyconcernsLawontheWebsiteLegalconsultationstoUnitedKingdomresidentsCPADirectoryUnitedStatesaccountingprofessionalssite©CengageLearning201541Fee--for-ServiceRevenueModels((cont’’d.))Professionalservices((cont’’d.))MOnlineversionofMartindale-HubbelllawyerdirectoryPrevalenceofWebsitespresentinghealthinformationDifficultyofdiagnosingwithoutphysicalexamOnlineconsultationsareemergingCopeTodayWebsiteOnlineconsultationsforU.S.patients©CengageLearning201542FreeforMany,FeeforaFewEconomicsofmanufacturingDifferentforphysicalanddigitalproductsUnitcosthighpercentageofphysicalproductsUnitcostverysmallfordigitalproductsLeadstoadifferentrevenuemodelOfferbasicproducttomanyforfreeChargeafeetosomefordifferentiatedproductsExamples:Yahooe-mailaccountsInverselogicappliedtophysicalproducts::freesamplestoenticesales((cookiesamples)©CengageLearning201543ChangingStrategies:RevenueModelsinTransitionCompaniesmustchangerevenuemodelTomeetneedsofnewandchangingWebusersSomecompaniescreatede--commerceWebsitesNeededmanyyearstogrowlargeenoughtobecomeprofitable((CNNandESPN)SomecompanieschangedmodelorwentoutofbusinessCasestudiesofstrategiesthatevolvedfromexperienceandadaptationstochange©CengageLearning201544SubscriptiontoAdvertising-SupportedModelSlatemagazineUpscalenewsandcurrenteventsSuccessexpectationswerehighExperiencedwritersandeditorsAcclaimforincisivereportingandexcellentwritingInitialrevenuesourceAnnualsubscriptiondidnotcoveroperatingcostsNowanadvertising--supportedsitePartoftheBingportalValuetoMicrosoft::increasetheportal’’sstickiness©CengageLearning201545Advertising-SupportedtoAdvertising-SubscriptionMixedModelSAcclaimedforinnovativecontentInitialrevenuesourceAdvertising-supportedsiteNeededadditionalmoneytocontinueoperationsNowoffersoptionalsubscriptionversionAnnualfeeforSalonCore(premium)FreeofadvertisingAdditionalcontentDownloadablecontent©CengageLearning201546Advertising-SupportedtoSubscriptionModelNorthernLightsearchengineincludesowndatabaseResultsincludeWebsitelinksandabstractsofitsownedcontentInitialrevenuesourceCombinationoftheadvertising--supportedmodelplusafee--basedinformationaccessserviceAdvertisingrevenue:insufficienttocoverserviceConvertedtonewsubscription-supportedrevenuemodelAnnualsubscriptionstolargecorporateclientsMainproductstodayincludeSinglePointsearchengine©CengageLearning201547MultipleChangestoRevenueModelsEncyclopediaBritannicaInitialWebofferings((1994))BritannicaInternetGuideEncyclopediaBritannicaOnlineInitialrevenuesourcePaidsubscriptionsitehadlowsubscriptionsalesConvertedtofreeadvertiser-supportedsite(1999)Advertisingrevenuesdeclined©CengageLearning201548MultipleChangestoRevenueModels(cont’d..)EncyclopediaBritannica((cont’d.)2001:returnedtomixedmodelwithsubscriptionplanandfreecontentSubscriptionscomprisethemajorrevenuesourceAdditionalrevenuefromonlineproductsstoresalesNewYorkTimesWebsite’sabilitytoadapt1990s:advertisingsupportedwithsubscriptionfeeforspecificaccesstopremiumcrosswords,chesscolumnandarchivedarticles2005:additionalcontentrequiredsubscription©CengageLearning201549MultipleChangestoRevenueModels(cont’d..)2007:returnedtoadvertising-supportedwithfreeaccess2011:mixedrevenuemodelFirst20articles/monthfreeSubscriptionplansforcontinuedaccessPaywall:barriertriggeredbyspecificusagelevelPrintsubscribershaveunlimitedaccess©CengageLearning201550RevenueStrategyIssuesforOnlineBusinessesChannelconflictandcannibalizationCompany’sWebsalesactivitiesinterferewithexistingsalesoutletsLevisandMaytagWebsitesWebsitesnolongersellproductsSitesnowprovideproductandretaildistributorinformationEddieBauerOnlinepurchasesreturnableatretailstoresRequiredcompensationandbonusplansadjustmentstosupportWebsiteChannelcooperationmadeitsuccessful©CengageLearning201551RevenueStrategyIssuesforOnlineBusinesses(cont’d..)StrategicalliancesTwoormorecompaniesjoinforcesUndertakeactivityoverlongtimeperiodYodleeaccountaggregationservicesproviderYodleeconcentratesondevelopingthetechnologyandservicesBanksprovidethecustomersAJoinedwithTargetandmanysmallercompanies©CengageLearning201552RevenueStrategyIssuesforOnlineBusinesses(cont’d..)LuxurygoodsDifficulttosellonlineCustomerswanttoseeproductinpersonortouchOvercomebysomesitesbylimitedonlineofferingsChanelCalvinKleinJewelrysaleshavegrownrapidlyinrecentyearsBlueNile,,I,,andCostcoSupportedby::Generalavailabilityofindependentappraisalcertificates“Noquestionsasked”returnpolicies©CengageLearning201553ElectronicCommerce,EleventhEdition54RevenueStrategyIssuesforOnlineBusinesses(cont’d..)OverstocksalesstrategiesPhysicaloutletstoresbeingreplacedwithoverstocksWebpagesalesReachmorepeoplethanphysicaloutletstoresFrequentupdatespossible©CengageLearning201554CreatinganEffectiveBusinessPresenceOnlineOrganization’’spresencePublicimageconveyedtostakeholdersUsuallynotimportantUntilgrowthreachessignificantsizeStakeholdersCustomers,,suppliers,employees,stockholders,,neighbors,andgeneralpublicEffectiveWebpresenceCriticalevenforsmallestandnewestWeboperatingfirms©CengageLearning201555IdentifyingWebPresenceGoalsBusinessphysicalspaceFocus:veryspecificobjectivesNotimagedrivenMustsatisfymanybusinessneedsOftenfailstoconveyagoodpresenceWebbusinesssiteIntentionallycreatesdistinctivepresencesGoodWebsitedesignprovides:Effectiveimage--creation//image-enhancingfeatures©CengageLearning201556©CengageLearning201557FIGURE3-5Webpresenceobjectivesandstrategies©CengageLearning201558MakingWebPresenceConsistentwithBrandImageDifferentfirmsestablishdifferentWebpresencegoalsCocaColaWebsitepagesUsuallyincludetrustedcorporateimage((Cokebottle)Image:traditionalpositionasatrustedclassicPepsiWebsitepagesHyperlinkstoactivitiesandproduct--relatedpromotionsImage:upstartproductfavoredbyyoungergenerationAutomanufacturers’’Websites©CengageLearning201558Not--For-ProfitOrganizationsWebsites’’keygoalsInformationdisseminationSuccessfulsitekeyelementsIntegrateinformationdisseminationwithfund--raisingProvidetwo-waycontactchannelAmericanCivilLibertiesUnion((ACLU))ServesmanydifferentconstituenciesWebsitesusedtostayintouchwithexistingstakeholdersandidentifynewopportunitiesforservingthem©CengageLearning201559WebSiteUsabilityCurrentWebpresencesFewbusinessesaccomplishallgoalsMostfailtoprovidevisitorssufficientinteractivecontactopportunitiesImprovingWebpresenceAccessibletomorepeopleEasiertouseEncouragevisitors’’trustFosterfeelingsofloyaltytowardtheorganization©CengageLearning201560HowtheWebIsDifferentSimplemid-1990sWebsitesConveyedbasicbusinessinformationNomarketresearchconductedWebobjectivesoftenunmetFailuretounderstandhowWebdiffersasamediaforpresence-buildingWebsitesdesignedtocreateanorganization’spresenceContainlinkstostandardinformationsetSuccessdependentonhowthisinformationoffered©CengageLearning201561MeetingtheNeedsofWebSiteVisitorsSuccessfulWebbusinesses:Realizeeveryvisitorisapotentialcustomer((partner))VariedmotivationsofWebsitevisitorsLearningaboutcompanyproductsorservicesBuyingproductsorservicesObtainingwarranty,,service,,andrepairpolicyinformationObtaininggeneralcompanyinformationObtainingfinancialinformationIdentifyingpeople©CengageLearning201562MeetingtheNeedsofWebSiteVisitors((cont’d.)VariedmotivationsofWebsitevisitors((cont’d.)ObtainingcontactinformationFollowingalinkintothesitewhilesearchingforinformationaboutarelatedproduct,service,ortopicAchallengetomeetallmotivationsVisitorsarrivewithdifferentneeds,,experience,,andexpectationlevels©CengageLearning201563MakingWebSitesAccessibleBuildinterfaceflexibilityoptionsText-onlyversionW3CAccessibilityInitiativesiteoffersusefullinksregardingdisabilitiesSelectionofsmallergraphicimagesChoiceofstreamingmediaconnectiontypeUser-specifiedinformationattributesControversialWebsitedesignissuesAdobeFlashsoftwareuseSometaskslendthemselvestoanimatedWebpagesDoesnotworkonAppleiPhoneoriPad©