電子商務(wù) - 網(wǎng)絡(luò)銷售初步

1Chapter3

Sellingontheweb:revenuemodelsandbuildingawebpresence2024/11/91答疑時(shí)間：每周一8：30~9：30.綜合樓504.2REVENUEMODELS2024/11/92Webcatalog;Digitalcontent;Advertising-supported;Advertising-subscriptionmixed;Fee-basedmodels;31.WebcatalogRevenueModelsReplacingorsupplementingprintcatalogs4ComputersandConsumerElectronicsBooks,MusicandVideoLuxuryGoodscouturier.ClothingRetailers

personalshoppersvirtualmodeltotryclothes.1.WebcatalogRevenueModels51.1WebCatalogRevenueModelsFlowersandGifts671.1WebCatalogRevenueModelsGeneralDiscounters81.1WebCatalogRevenueModels/91.1WebCatalogRevenueModels101.2DigitalContentRevenueModelsWritteninformation.Laws,patentdatabases,etc.ACMDigitalLibrary.超星電子圖書(shū)館11///1.2DigitalContentRevenueModels121.3Advertising-SupportedRevenueModels131.4Advertising-subscriptionmixedrevenuemodels.Chargeforaccess.Chargeforarticlesfromarchives.Freeofchargebutrequiretobuyasubscription.Insideservice.141.5Fee-for-TransactionRevenueModelsTravelagent.Automobilesales.StockBrokers.InsuranceBrokers.EventTickets.RealEstateandMortgageLoanBrokers.OnlineBankingandFinancialServices.OnlineMusics151.6Fee-for-ServiceRevenueModelsOnlineGames.ConcertsandFilms.ProfessionalServices.16SubscriptiontoAdvertising-SupportedModelAdvertising-SupportedtoAdvertising-SubscriptionMixedModelAdvertising-SupportedtoFee-for-ServicesModelAdvertising-SupportedtoSubscriptionModelMultipleTransitions2.RevenuemodelsinTransition172.1SubscriptiontoAdvertising-SupportedModel182.2Advertising-SupportedtoAdvertising-SubscriptionMixedModel192.4Advertising-SupportedtoSubscriptionModel202.4Advertising-SupportedtoSubscriptionModel212.4Advertising-SupportedtoSubscriptionModel223.RevenueStrategyIssuesChannelConflictandCannibalizationStrategicAlliancesandChannelDistributionManagementMobileCommerce233.1ChannelConflictandCannibalizationWebsitessaleswillinterferewithitsexistingsalesoutlets.Timeforthesales,laborcostsandinventory.243.1ChannelConflictandCannibalization253.2StrategicAlliancesandChannelDistributionManagement264.CreatinganeffectivewebpresenceIdentifyingwebpresencegoalsAchievingwebpresencegoals.2728294.2Achievingwebpresencegoals.AttractingvisitorstothewebsiteMakingthesiteinterestingenoughthatvisitorsstayandexploreConvincingvisitorstofollowthesite’slinkstoobtaininformationCreatinganimpressionconsistentwiththeorganization’sdesiredimageBuildingatrustingrelationshipwithvisitorsReinforcingpositiveimagesthatthevisitormightalreadyhaveabouttheorganizationEncouragingvisitorstoreturntothesite.30Profit-DrivenorganizationsNot-for-Profitorganizations4.2Achievingwebpresencegoals.31325.WebSiteUsabilityHowtheWebisDifferentMeetingtheNeedsofWebSiteVisitorsTrustandLoyalty335.1HowtheWebisDifferentInteractivenature.Twowaymeaningfulcommunication345.2MeetingtheNeedsofWebSiteVisitorsLearningaboutproductsorservicesthatthecompanyoffersBuyingproductsorservicesthatthecompanyofferObtaininginformationaboutthecompanyororganizationObtainingfinancialinformationformakinganinvestmentorcredit-grantingdecisionIdentifyingthepeoplewhomanagethecompanyororganizationObtainingcontactinformationforapersonordepartmentintheorganization355.2MeetingtheNeedsofWebSiteVisitorsMakingWebSitesAccessibleGraphics:.Audioorvideoclips:.optiontoselectsmallerversionsoftheimagesoptionstospecifyaconnectiontype365.2MeetingtheNeedsofWebSiteVisitorsFlashtendstodegradewebsitesitencouragesdesignabuse.375.2MeetingtheNeedsofWebSiteVisitorsOffereasilyaccessiblefactsabouttheorganizationAllowvisitorstoexperiencethesiteindifferentwaysandatdifferentlevels.Providevisitorswithameaningful,two-waycommunicationlinkwiththeorganization.Sustainvisitorattentionandencouragereturnvisits.Offereasilyaccessibleinformationaboutproductsandservicesandhowtousethem.385.3TrustandLoyaltyDelivery.Orderhandling.Helpwithselectingaproduct.After-salesupport.Anexperiencewithgoodservicemultiplegoodexperience.Trust Loyalty396.RatingE-commerceWebSitesUsabilityTestingCustomer-CentricWebSiteDesign40InterfaceDesignJakobNielson.應(yīng)該：-在為網(wǎng)站寫(xiě)程序時(shí)遵循Web的標(biāo)準(zhǔn)（從W3C標(biāo)準(zhǔn)開(kāi)始，然后使用其它已經(jīng)可接受的標(biāo)準(zhǔn)，例如JavaScript等）

-遵循規(guī)范—80%到90%的使用者都在做的就是規(guī)范

-強(qiáng)調(diào)快速的響應(yīng)時(shí)間（網(wǎng)頁(yè)負(fù)荷和服務(wù)器容量?jī)煞矫妫?/p>

-簡(jiǎn)明、客觀、易于瀏覽

-協(xié)助使用者決定去留：區(qū)分產(chǎn)品列表

-支持搜尋的功能，但是別做的太繁復(fù)（以Google為標(biāo)準(zhǔn)）

-在進(jìn)行任何設(shè)計(jì)之前先做好任務(wù)分析（taskanalysis）

-在設(shè)計(jì)時(shí)強(qiáng)調(diào)任務(wù)支持（例如，比較購(gòu)物）

-在設(shè)計(jì)過(guò)程中進(jìn)行多次使用者測(cè)試

-讓殘障人士也可訪問(wèn)網(wǎng)站41不應(yīng)該：-妨礙使用者：別用過(guò)度喧嘩奪目的頁(yè)面，別使用Flash做簡(jiǎn)介，不用具有推銷性及不合適的圖片來(lái)破壞內(nèi)容（例如，笑臉照片）

-包含未經(jīng)請(qǐng)求的彈跳式窗口（在線求助除外）

-去掉「上一頁(yè)」（Back）按鈕（打開(kāi)一個(gè)新的瀏覽器窗口是一個(gè)常見(jiàn)的錯(cuò)誤）

-把功能設(shè)計(jì)元素做得看起來(lái)像廣告（他們將會(huì)被忽略）

-使用動(dòng)態(tài)式的文字（movingtext）

-允許連結(jié)錯(cuò)誤發(fā)生

-隱藏送貨成本或其它「陷阱」-這些會(huì)引起放棄購(gòu)物

-不斷重復(fù)設(shè)計(jì)－在推出網(wǎng)站前深思熟慮，然后就保持同樣的設(shè)計(jì)風(fēng)格一年左右。42Customer-centricWebSiteDesignDesignthesitearoundhowvisitorswillnavigatethelinks,notaroundthecompany’sorganizationalstructure.Allowvisitorstoaccessinformationquickly.Avoidusinginflatedmarketingstatementsinproductorservicedescription.Avoidusingbusinessjargonandtermsthatvisitorsmightnotunderstand.Buildthesitetoworkforvisitorswhoareusingtheoldestbrowsersoftwareontheoldestcomputerconnectedthroughthelowestbandwidthconnection–evenifthismeanscreatingmultipleversionsofwebpages.Beconsistentinuse