電子商務(wù)概論-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?