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ELECTRONICMARKETPLACES4.1Thestructureofbusinessmodels4.2Electronicmarkets4.3ElectronicIntermediation4.4Onlineretailing4.5B2BEC4.1ThestructureofbusinessmodelsOneofthemajorcharacteristicsofECisthatitenablesthecreationofnewbusinessmodels.4.1.1Businessmodel:Amethodofdoingbusinessbywhichacompanycangeneraterevenuetosustainitself.Theelementaryofe-business:Directmarketing;Intermediary;contentprovide;full-serviceprovider;sharedinfrastructure;valuecommunity;consolidatorofservicesforlargeorganizationsWecandescribebusinessmodelfromtwofacets:RevenuemodelsandValuepropositionRevenuemodels:DescriptionofhowthecompanyoranECprojectwillearnrevenue.•Sales•Transactionfees:basedonthevolumeoftransaction;leviedpertransaction•Subscriptionfees•Advertisingfees•Affiliatefees•Otherrevenuesources:licensingfeesValueproposition:ThebenefitsacompanycanderivefromusingEC.•SearchandtransactioncostefficiencyFasterandmoreinformeddecisionmakingWiderproductandserviceselectionEconomiesofscaleandscope•ComplementaritiesBundlingtogethertoprovidemorevaluethanseparately•Lock-inSignificantswitchingcostNetworkexternality•NoveltyCreatesvaluethroughinnovativeways4.1.2TypicalbusinessmodelsinEC•Onlinedirectmarketing:•Electronictenderingsystems(reverseauction):Modelinwhichabuyerrequestswould-besellerstosubmitbids,andthelowestbidderwins.•Nameyourownprice:Modelinwhichabuyersetsthepriceheorsheiswillingtopayandinvitessellerstosupplythegoodorserviceatthatprice.•Findthebestprice:•Affiliatemarketing(联属网络营销):Anarrangementwherebyamarketingpartner(abusiness,anorganization,orevenanindividual)refersconsumerstothesellingcompany’swebsite.•Viralmarketing:Word-of-mouthmarketinginwhichcustomerspromoteaproductorservicetofriendsorotherpeople.•Grouppurchasing(e-co-ops):Quantitypurchasingthatenablesgroupsofpurchaserstoobtainadiscountpriceontheproductspurchased.病毒营销吃垮必胜客案例•Onlineauction:•Productandservicecustomization:•Electronicmarketplacesandexchanges•Valuechainintegrators•Valuechainserviceproviders•Informationbrokers•Bartering•Deepdiscounting•Membership•SupplychainimproversDiscussion:IntroduceanE-commercecompanyinrealworld,analyzeitsbusinessmodel,includingitsrevenuemodelandvalueproposition.4.2ElectronicMarketplacesMarketspace:Inwhichsellersandbuyersexchangegoodsandservicesformoney(orforothergoodsandservices),butdosoelectronically.4.2.1Marketspacecomponents•Customers•Sellers•Products（digitalproducts）•Infrastructure•Frontend:Theportionofane-seller’sbusinessprocessesthroughwhichcustomersinteract,includingtheseller’sportal,electroniccatalogs,ashoppingcart,asearchengine,andapaymentgateway.•Backend:Theactivitiesthatsupportonlineorder-taking.Itincludesfulfillment,inventorymanagement,purchasingfromsuppliers,paymentprocessing,packaging,anddelivery.•Intermediaries•Otherbusinesspartners:shipper•Supportservices:certification,trustservices,knowledgeproviders4.2.2Typesofelectronicmarkets:fromstorefrontstoportals•ElectronicstorefrontsAsinglescompany’swebsitewhereproductsandservicesaresold.•Electronicmalls:Anonlineshoppingcenterwheremanystoresarelocated.Typesofstoresandmalls•Generalstores/malls•Specializedstores/malls•Regionalversusglobalstores•Pureonlineorganizationsversusclick-and-mortarstores•Marketplaces(theterme-marketplaceusuallyimpliesB2B,notB2C)1.PrivateE-marketplaces:sell-sidee-marketplace;buy-sidee-marketplace2.PublicE-marketplaces(ownedbyathirdparty)3.Consortia：E-marketplacesownedbyasmallgroupoflargevendors,usuallyinasingleindustry.•Informationportals:Asinglepointofaccessthroughawebbrowsertobusinessinformationinsideand/oroutsideanorganization.1.Commercialportals2.Corporateportals3.Publishingportals4.Mobileportals5.Voiceportals4.3IntermediationofE-markets4.3.1TherolesandvalueofintermediariesAddressthefollowinglimitations•Searchcosts•Lackofprivacy•Incompleteinformation•Contractrisk•Pricinginefficiencies4.3.2DisintermediationandReintermediationDisintermediation:Eliminationofintermediariesbetweensellersandbuyers.Reintermediation:Establishmentofnewintermediaryrolesfortraditionalintermediariesthatweredisintermediated.ManufacturesManufacturesManufacturesWholesalerDistributorretailerConsumersConsumersConsumersE-IntermediariesDisintermediationTraditionalDistributionDirectMarketingwithECReintermediation4.4ElectronicRetailing4.4.1Overviewofe-tailingElectronicretailing:retailingconductedonline,overtheInternet.Theconceptofretailingande-tailingimpliessalesofgoodsand/orservicestoindividualcustomers-thatis,B2Ce-commerce.However,thedistinctionbetweenB2CandB2B–commerceisnotalwaysclearcut.4.4.2WhatsellswellontheInternet•ComputerhardwareConsumerelectronicsandsoftwareSportinggoods•OfficesuppliesBooksandmusic•ToysHealthandbeauty•EntertainmentApparel•CarsServices•Others2019/8/1414.4.3CharacteristicofsuccessfulE-tailing1.Highbrandrecognition2.Aguaranteeprovidedbyhighlyreliableorwell-knownvenders3.Digitizedformat4.Relativelyinexpensiveitems5.Frequentlypurchaseditems6.Commoditieswithstandardspecifications,markingphysicalinspectionunimportant7.Well-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