电子商务英语（ 第二版） unit2.docVIP

Unit2 Revenue Models of E-Commerce 学习指导： 本章将介绍： ·网上目录盈利模式 ·数字内容盈利模式 ·广告支持盈利模式 ·广告-收费混合盈利模式 ·交易费用盈利模式 ·服务费用盈利模式 ·盈利模式的转变 2.1 Revenue Models Companies and investors do still use the idea of a revenue model, which is a specific collection of business processes used to identify customers, market to those customers, and generate sales to those customers. The revenue model idea is helpful for classifying revenue-generating activities for communication and analysis purposes. A useful way to think about electronic commerce implementations is to consider how they can generate revenue. Not all electronic commerce initiatives have the goal of providing revenue; some are undertaken to reduce costs or improve customer service. In this chapter, you will learn about various models for generating revenue used by Web businesses today, including Web catalog, digital content, advertising-supported, advertising-subscription mixed, and fee-based models. These approaches can work for both B2C and B2B electronic commerce. Many companies create one Web site to handle both B2C and B2B sales. Even when companies create separate sites (or separate pages within one site), they often use the same revenue model for both types of sales. 2.1.1 Web Catalog Revenue Models Many companies sell goods and services on the Web using an adaptation of a mail order catalog revenue model that is more than 100 years old. In this traditional catalog-based retail revenue model, the seller establishes a brand image, and then uses the strength of that image to sell through printed information mailed to prospective buyers. Buyers place orders by mail or by calling the seller’s toll-free telephone number. This revenue model ，which is often called the mail order or catalog model, has proven to be successful for a wide variety of consumer items, including apparel, computers, electronics, house wares, and gifts. Companies can take this catalog model online by replacing or supplementing their print catalogs with informa