电子商务专业英语 教学课件 作者 潘维琴 Unit 3 E marketing.pptVIP

Ⅲ. Background Reading (相关背景阅读) 3.in-home4.vending5.merchant6.eliminate7.middleman8.distribution9.utility10.telephone11.mail-order12.nonstoreExtensive Reading(拓展阅读)E?marketing Planning Ⅲ. Background Reading (相关背景阅读) E-marketing Plan and Your E-business Model(网络营销计划和电子商务模式)Be sure you define your business model before you write your plan．Can you identify your e?business model in the descriptive sections that follow?Merchant Model(商人模式) Ⅲ. Background Reading (相关背景阅读) The merchant model is web marketing of wholesalers or retailers of goods and services．The goods and services might be unique to the web or an extension of a traditional “brick and mortar store front”．This model includes catalogers who have decided to complement their catalog operation with a web site or have decided to migrate completely to an online model．Benefits of this model include increased demand for goods and services via an entry into the global market, potential lower costs of promotion and sales, 24/7 ordering and customer service, and one?to?one customer marketing.Auction Model(拍卖模式) Ⅲ. Background Reading (相关背景阅读) The auction model is Web implementation of bidding mechanisms through multimedia presentation of goods and services．Revenue streams are derived from licensing of the auction technology platform, transaction fees, and advertising．Manufacturer Model(制造商模式)The manufacturer model uses the Web to compress the distribution channel so that rather than use intermediaries to get your products and services to market, you go directly to the customer via the Web．For example, Dell Computer Corporation, maker of personal computer systems, uses this model by selling direct to consumers via their Web site．About 50 percent of Dell??s sales are Web?enabled. Ⅲ. Background Reading (相关背景阅读) 2T8.TIF Affiliate Model(会员模式) Ⅲ. Background Reading (相关背景阅读) The affiliate model is a “pay for performance model”．Revenue streams are created when customers click through links or banner ads to pu