Chapter3

SellingontheWeb:RevenueModelsandBuildingaWebPresence網(wǎng)上銷售：營利模式與網(wǎng)上展示p105

Learningobjectivesofchapter3WhatarevenuemodelisandhowcompaniesusevariousRM什么是盈利模式，企業(yè)如何運用HowsomecompanieschangetheirRMtoachievesuccess企業(yè)如何通過轉(zhuǎn)換盈利模式獲得成功Revenuestrategyissuesthatcompaniesfacewhensellingonline企業(yè)進(jìn)行網(wǎng)上銷售時的盈利策略

Howtocreateaneffectivebusinesspresenceontheweb如何進(jìn)行有效的網(wǎng)上展示W(wǎng)hatfactorsenhancewebsiteusability什么因素可以提高網(wǎng)頁的可用性HowcompaniesusetheWebtoconnectwithcustomers企業(yè)如何利用網(wǎng)頁與客戶溝通、聯(lián)系p105

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IntroductionExampleofp106

RevenuemodelsforonlinebusinessWhatisarevenuemodel?Revenuemodelisthesystemdesignforabusinesstogainrevenuefromitsservices.盈利模式。是公司從客戶那里獲得現(xiàn)金流的策略技術(shù)。Webbusinessrevenue-generatingmodelsWebcatalogDigitalcontentAdvertising-supportedAdvertising-subscriptionmixedFee-basedFeefortransaction/feeforservicesp106

Revenuemodelsforonlinebusiness網(wǎng)上目錄模式

數(shù)字內(nèi)容模式廣告支持模式廣告-收費混合模式交易費用模式Canworkforbothsaletypes:B2C&B2Bp107

Webcatalogrevenuemodels網(wǎng)上目錄盈利模式：作為在網(wǎng)上銷售商品和服務(wù)的盈利模式，是基于網(wǎng)絡(luò)出現(xiàn)之前就存在的郵寄目錄的業(yè)務(wù)模式。1856年，生產(chǎn)旅游、飛行、捕魚和狩獵工具的歐維斯公司送出了第一份自己的產(chǎn)品目錄。以銷售產(chǎn)品為目的的直接商業(yè)營銷就出現(xiàn)了，被視為美國直接營銷實踐的正式開始。將郵寄目錄的模式擴(kuò)展到網(wǎng)上，就是企業(yè)用網(wǎng)站上的信息列表，來替代商品目錄的分發(fā)。這種模式稱為網(wǎng)上目錄盈利模式mail-order(catalog)modelSellerestablishesbrandimage賣方建立品牌形象Printedinformationmailedtoprospectivebuyers（準(zhǔn)買家）Ordersplacedbymailortoll-freetelephonenumberp107

WebcatalogrevenuemodelsExpandstraditionalmodelReplacesorsupplements（補充）printcatalogsOffersflexibility靈活性O(shè)rdersplacedthroughWebsiteortelephonePaymentsmadethoughWebsite,telephone,ormailCreatesadditionalsalesoutletforexistingcompanies為現(xiàn)有公司創(chuàng)建額外的銷售網(wǎng)點p107

Webcatalogrevenuemodelsp107

Webcatalogrevenuemodels消費者可以通過網(wǎng)站或電話下訂單。這種靈活性很重要，很多消費者不愿在網(wǎng)上進(jìn)行采購。電子商務(wù)發(fā)展的早期，消費者擔(dān)心信用卡號碼在網(wǎng)上傳遞。目前仍有采用網(wǎng)上目錄盈利模式的公司提供通過電話或郵購進(jìn)行結(jié)算。很多成功的網(wǎng)上商品目錄銷售企業(yè)都是曾在郵寄商品目錄行業(yè)中成功的公司，他們只是把自己的業(yè)務(wù)擴(kuò)展到網(wǎng)上。也有些企業(yè)發(fā)現(xiàn)店鋪中的商品能在網(wǎng)上銷售后，就開始采用網(wǎng)上目錄盈利模式。p107

WebcatalogrevenuemodelsDiscountretailers折扣零售商Falsestarts:ReluctanttoimplementonlinesalesontheirwebHugeinvestmentsintheirphysicalstoresLargeamountsofsalesinstoresNow:UsetheWebcatalogrevenuemodelinonlinesalesoperationExampleofp108

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WebcatalogrevenuemodelsUsingmultiplemarketingchannels多個營銷渠道EachdifferentpathwaytocustomersiscalledmarketingchannelReachmorecustomersatlesscost(advantage)Aneffectivemarketingtoolp111

WebcatalogrevenuemodelsAddingthepersonaltouch增加個性化服務(wù)Clothingretailer:adaptedtheircatalogsalesmodeltotheweb.DisplaybycatalogOfferchatfeatureVirtualmodelReturnpolicyp112

Fee-for-ContentRevenueModelsFirmsowningwritteninformationorinformationrightsEmbracetheWebasahighlyefficientdistributionmechanism擁有知識產(chǎn)權(quán)的企業(yè)認(rèn)為互聯(lián)網(wǎng)是一種高效的分配途徑Usethedigitalcontentrevenuemodel

使用數(shù)字內(nèi)容盈利模式SellsubscriptionsforaccesstoinformationtheyownAcademicresearchcontent學(xué)術(shù)研究類ProQuest:digitalcopiesofacademicpublications學(xué)術(shù)刊物Businesscontent商業(yè)類DowJonesnewspaperpublishersubscriptions報紙出版商訂閱Solddigitizednewspaper,magazine,andjournalcontentsubscriptionsTechnicalcontent科技類AssociationforComputerMachinery計算機(jī)協(xié)會:digitallibraryp112

Fee-for-ContentRevenueModelsp113

Fee-for-ContentRevenueModelsOnlinemusicSlowtoembraceonlinedistribution:easilytocopyDRM:requirebuyerstodownloadandinstallsoftware(Makecopyingsomewhatdifficult)2008,AmazonMP3,DRM-freeMP3p114

Fee-for-ContentRevenueModelsOnlineVideo:CanbesoldorrentedonlineLimitedbythreeissuesLargesize(longdownloadtime)Salesmightimpair(減少)othersalesofthevideoTechnologicalbarriers技術(shù)壁壘p114

AdvertisingasarevenuemodelelementAdvertising-supportedrevenuemodelsUsedbyUnitedStatesbroadcastnetworktelevision廣告支持的盈利模式是美國的電視網(wǎng)絡(luò)所采用的模式Providesfreeprogrammingandadvertisingmessages提供免費節(jié)目和廣告信息Supportsnetworkoperationssufficiently充分支持網(wǎng)絡(luò)運營Problem:measuringandchargingsitevisitorviewsStickiness黏度：吸引訪問者在網(wǎng)站駐留以及吸引重復(fù)訪問的能力。KeepingvisitorsatsiteandattractingrepeatvisitorsExposedtomoreadvertisinginastickysite訪問者在某個網(wǎng)站停留的時間越長，就會收到越多的廣告信息。Problem:obtaininglargeadvertiserinterestp114

Advertisingasarevenuemodelelement網(wǎng)絡(luò)廣告的成功受兩個障礙的限制：首先是沒有測量網(wǎng)站訪問的統(tǒng)計方法。（有時廣告主甚至與網(wǎng)站之間發(fā)生矛盾，國內(nèi)網(wǎng)絡(luò)廣告大戶百度也曾涉及這種情況。）第二是很少有網(wǎng)站能夠吸引到讓大廣告主感興趣的訪問者數(shù)量。p115

AdvertisingasarevenuemodelelementCanobtainlargeadvertiserinterestby:Usingaspecialized（專門的）informationWebsiteDrawaspecializedaudiencecertainadvertiserswanttoreachWebportals(portal)SiteusedasalaunchingpointtoentertheWebAlmostalwaysincludesaWebdirectoryorsearchengineOftenincludesotherfeaturesWebdirectoriesListingofhyperlinkstoWebpagesYahoo!:oneofthefirstPresentssearchtermtriggeredadvertisingoneachpagep116

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AdvertisingasarevenuemodelelementNewspaperandmagazinepublishersSelladvertisingtocoverWebsitecostsInternetPublicLibraryOnlineNewspaperspageProvideslinkstoworldwidenewspapersitesLocalshoppingnews,alternativepressnewspapersEasiertransitiontoadvertising-supportedWebrevenuemodelNewspaper’sWebpresenceProvidesgreaterexposureandadvertisingaudienceDivertssalesfromtheprintedition(difficulttomeasure)OperatingcostsnotcoveredbyadvertisingrevenueTargetedclassifiedadvertisingsitesCancommandhigherratesthangeneraladvertisingOriginalversionNewspaperclassifiedadvertisingGrowthofclassifiedadvertisingWebsites