Chapter3

SellingontheWeb:RevenueModelsandBuildingaWebPresence網上銷售：營利模式與網上展示p105

Learningobjectivesofchapter3WhatarevenuemodelisandhowcompaniesusevariousRM什么是盈利模式，企業如何運用HowsomecompanieschangetheirRMtoachievesuccess企業如何通過轉換盈利模式獲得成功Revenuestrategyissuesthatcompaniesfacewhensellingonline企業進行網上銷售時的盈利策略

Howtocreateaneffectivebusinesspresenceontheweb如何進行有效的網上展示Whatfactorsenhancewebsiteusability什么因素可以提高網頁的可用性HowcompaniesusetheWebtoconnectwithcustomers企業如何利用網頁與客戶溝通、聯系p105

Learningobjectivesofchapter3p105

IntroductionExampleofp106

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

Revenuemodelsforonlinebusiness網上目錄模式

數字內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網上目錄盈利模式：作為在網上銷售商品和服務的盈利模式，是基于網絡出現之前就存在的郵寄目錄的業務模式。1856年，生產旅游、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品目錄。以銷售產品為目的的直接商業營銷就出現了，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展到網上，就是企業用網站上的信息列表，來替代商品目錄的分發。這種模式稱為網上目錄盈利模式mail-order(catalog)modelSellerestablishesbrandimage賣方建立品牌形象Printedinformationmailedtoprospectivebuyers（準買家）Ordersplacedbymailortoll-freetelephonenumberp107

WebcatalogrevenuemodelsExpandstraditionalmodelReplacesorsupplements（補充）printcatalogsOffersflexibility靈活性OrdersplacedthroughWebsiteortelephonePaymentsmadethoughWebsite,telephone,ormailCreatesadditionalsalesoutletforexistingcompanies為現有公司創建額外的銷售網點p107

Webcatalogrevenuemodelsp107

Webcatalogrevenuemodels消費者可以通過網站或電話下訂單。這種靈活性很重要，很多消費者不愿在網上進行采購。電子商務發展的早期，消費者擔心信用卡號碼在網上傳遞。目前仍有采用網上目錄盈利模式的公司提供通過電話或郵購進行結算。很多成功的網上商品目錄銷售企業都是曾在郵寄商品目錄行業中成功的公司，他們只是把自己的業務擴展到網上。也有些企業發現店鋪中的商品能在網上銷售后，就開始采用網上目錄盈利模式。p107

WebcatalogrevenuemodelsDiscountretailers折扣零售商Falsestarts:ReluctanttoimplementonlinesalesontheirwebHugeinvestmentsintheirphysicalstoresLargeamountsofsalesinstoresNow:UsetheWebcatalogrevenuemodelinonlinesalesoperationExampleofp108

Webcatalogrevenuemodelsp109

WebcatalogrevenuemodelsUsingmultiplemarketingchannels多個營銷渠道EachdifferentpathwaytocustomersiscalledmarketingchannelReachmorecustomersatlesscost(advantage)Aneffectivemarketingtoolp111

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

Fee-for-ContentRevenueModelsFirmsowningwritteninformationorinformationrightsEmbracetheWebasahighlyefficientdistributionmechanism擁有知識產權的企業認為互聯網是一種高效的分配途徑Usethedigitalcontentrevenuemodel

使用數字內容盈利模式SellsubscriptionsforaccesstoinformationtheyownAcademicresearchcontent學術研究類ProQuest:digitalcopiesofacademicpublications學術刊物Businesscontent商業類DowJonesnewspaperpublishersubscriptions報紙出版商訂閱Solddigitizednewspaper,magazine,andjournalcontentsubscriptionsTechnicalcontent科技類AssociationforComputerMachinery計算機協會:digitallibraryp112

Fee-for-ContentRevenueModelsp113

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

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

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

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

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

Advertisingasarevenuemodelelementp117

AdvertisingasarevenuemodelelementNewspaperandmagazinepublishersSelladvertisingtocoverWebsitecostsInternetPublicLibraryOnlineNewspaperspageProvideslinkstoworldwidenewspapersitesLocalshoppingnews,alternativepressnewspapersEasiertransitiontoadvertising-supportedWebrevenuemodelNewspaper’sWebpresenceProvidesgreaterexposureandadvertisingaudienceDivertssalesfromtheprintedition(difficulttomeasure)OperatingcostsnotcoveredbyadvertisingrevenueTargetedclassifiedadvertisingsitesCancommandhigherratesthangeneraladvertisingOriginalversionNewspaperclassifiedadvertisingGrowthofclassifiedadvertisingWebsites