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Chapter3:SellingontheWeb:RevenueModelsandBuildingaWebPresence网上销售：盈利模式与网上展示ElectronicCommerceElectronicCommerce2ObjectivesInthischapter,youwilllearnabout:•Revenuemodels盈利模式•Howsomecompaniesmovefromonerevenuemodeltoanothertoachievesuccess企业如何通过转换盈利模式取得成功•RevenuestrategyissuesthatcompaniesfacewhensellingontheWeb企业进行网上销售时的盈利策略ElectronicCommerce3Objectives(continued)•CreatinganeffectivebusinesspresenceontheWeb进行有效的网上展示•Websiteusability网站的可用性•CommunicatingeffectivelywithcustomersontheWeb与网上客户进行有效沟通ElectronicCommerce4RevenueModels盈利模式•RevenueModel–Ageneraltermforthecombinationofstrategiesandtechniquesthatacompanyusestogeneratecashflowintothebusinessfromcustomers.ElectronicCommerce51.Webcatalogrevenuemodel网上目录盈利模式•Mailorderorcatalogmodel邮购模式或商品目录模式–Proventobesuccessfulforawidevarietyofconsumeritems•Webcatalogrevenuemodel网上目录盈利模式–TakingthecatalogmodeltotheWebElectronicCommerce6ComputersandConsumerElectronics电脑与消费电子•Apple,Dell,Gateway,andSunMicrosystemshavehadgreatsuccesssellingontheWeb•Dellcreatedvaluebydesigningitsentirebusinessaroundofferingahighdegreeofconfigurationflexibilitytoitscustomers提供给客户高度的配置灵活性ElectronicCommerce7Books,Music,andVideos图书、音像制品•RetailersusetheWebcatalogmodeltosellbooks,music,andvideos–Amongthemostvisibleexamplesofelectroniccommerce•JeffBezos–FormedAmazon.com•JasonandMatthewOlim–FormedanonlinemusicstoretheycalledCDnow–UsedtheWebcatalogrevenuemodelElectronicCommerce8LuxuryGoods奢侈品•PeoplearestillreluctanttobuyluxurygoodsthroughaWebsite•TheWebsitesofVeraWangandVersacewereconstructedtoprovideinformationtoshoppers,nottogeneraterevenue•TheEvianWebsitewasdesignedforaselect,affluentgroupofcustomersElectronicCommerce9ClothingRetailers服装零售商•Lands’End–PioneeredtheideaofonlineWebshoppingassistancewithitsLands’EndLivefeaturein1999•Personalshopper个人采购员–Intelligentagentprogramthatlearnsacustomer’spreferencesandmakessuggestions•Virtualmodel虚拟模特–GraphicimagebuiltfromcustomermeasurementsElectronicCommerce10FlowersandGifts鲜花和礼品•1-800-Flowers鲜花店–Createdanonlineextensiontoitstelephoneorderbusiness•ChocolatierGodiva巧克力商–OffersbusinessgiftplansonitssiteElectronicCommerce112.DigitalContentRevenueModels数字内容盈利模式•FirmsthatownintellectualpropertyhaveembracedtheWebasanewandhighlyefficientdistributionmechanism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•Lexis.com法律、政府信息数据库–Providesfull-textsearchofcourtcases,laws,patentdatabases,andtaxregulations•ProQuest学术出版物数据库–SellsdigitalcopiesofpublisheddocumentsElectronicCommerce123.Advertising-SupportedRevenueModels依赖广告的盈利模式•Broadcastersprovidefreeprogrammingtoanaudiencealongwithadvertisingmessages电视广播提供免费节目，但伴有广告信息•SuccessofWebadvertisingishamperedby:网络广告模式的成功受到两个障碍因素的制约–Noconsensusonhowtomeasureandchargeforsitevisitorviews没有统一的测量网站访问量的方法与计费方式•StickinessofaWebsite:theabilitytokeepvisitorsandattractrepeatvisitors网站的黏度–VeryfewWebsiteshavesufficientvisitorstointerestlargeadvertisers很少有网站具有足够大的访问量，以吸引客户ElectronicCommerce13WebPortals门户网站•Webdirectory网页目录–AlistingofhyperlinkstoWebpages•PortalorWebportal门户或门户网站–SiteusedasalaunchingpointtoentertheWeb–AlmostalwaysincludesaWebdirectoryandsearchengine–Examples:Yahoo!,Sina,163ElectronicCommerce144.Advertising-SubscriptionMixedRevenueModels广告－订阅混合模式•Subscriberspayafeeandacceptsomelevelofadvertising–Typicallyaresubjectedtomuchlessadvertising•ThismodelisusedbyTheNewYorkTimesandTheWallStreetJournalElectronicCommerce15Advertising-SubscriptionMixedRevenueModels(continued)•BusinessWeek商业周刊–OfferssomefreecontentatitsBusinessWeekonlinesite–RequiresvisitorstobuyasubscriptiontotheBusinessWeekprintmagazineElectronicCommerce165.Fee-for-TransactionRevenueModels交易费用盈利模式•Businessesofferservicesandchargeafeebasedonthenumberorsizeoftransactionsprocessed根据交易数量或规模收取费用•Disintermediation去中介化–Removalofanintermediaryfromavaluechain•Reintermediation再中介化–IntroductionofanewintermediaryElectronicCommerce176.Fee-for-ServiceRevenueModels服务费用模式•Feeisbasedonthevalueofaserviceprovided根据服务的价值收费•Servicesrangefromgamesandentertainmenttofinancialadvice包括游戏、娱乐、理财建议和其他专业服务•Onlinegames在线游戏–Growingnumberofsitesincludepremiumgamesintheirofferings–SitevisitorsmustpaytoplaythesepremiumgamesElectronicCommerce18Fee-for-ServiceRevenueModels(continued)•Concertsandfilms音乐会和电影–AsmorehouseholdsobtainbroadbandaccesstotheInternet,companiesareprovidingstreamingvideoofconcertsandfilmstopayingsubscribers•Professionalservices专业服务–StatelawsareoneofthemainforcespreventingprofessionalsfromextendingtheirpracticestotheWebElectronicCommerce19RevenueModelsinTransition盈利模式的转变•Subscriptiontoadvertising-supportedmodel订阅模式到广告支持模式–MicrosoftfoundeditsSlatemagazineWebsite•Anupscalenewsandcurrenteventspublication•Chargedanannualsubscriptionfeeafteralimitedfreeintroductoryperiod•Wasunabletodrawasufficientnumberofpaidsubscribers•Nowoperatedasanadvertising-supportedsiteElectronicCommerce20Advertising-SupportedtoAdvertising-SubscriptionMixedModel广告模式到广告－收费混合模式•Salon.com在线杂志–Operatedforseveralyearsasanadvertising-supportedsite–Nowoffersanoptionalsubscriptionversionofitssite–Subscriptionofferingwasmotivatedbythecompany’sinabilitytorais