六类常见的盈利模式.pptVIP

Chapter 3Selling on the Web: Revenue Models * Contents of Chapter 3 Revenue Models Creating an Effective Web Presence * Objectives In this chapter, we will learn about: Revenue models Revenue Models in Transition. How some companies move from one revenue model to another to achieve success Revenue strategy issues that companies face when selling on the Web * Objectives (continued) Creating an effective business presence on the Web Web site usability Communicating effectively with customers on the Web * Revenue Models 六类常见的盈利模式 Web Catalog Revenue Models Digital Content Revenue Models Advertising-Supported Revenue Models Advertising-Subscription Mixed Revenue Models Fee-for-Transaction Revenue Models Fee-for-Service Revenue Models * Web catalog revenue model（网上目录盈利模式） The sellers print catalogs and mail to prospective buyers. Buyers place orders by mail or by calling the seller’s toll-free telephone number. Called the mail order or catalog model Taking the catalog model to the Web * Example Computers and consumer electronics Apple, Dell, Gateway, and Sun Microsystems have had great success selling on the Web Books, Music, and Videos Retailers use the Web catalog model to sell books, music, and videos Luxury Goods People are still reluctant to buy luxury goods through a Web site Constructed to provide information to shoppers, not to generate revenue * Digital Content Revenue Models Firms that own intellectual property have embraced the Web as a new and highly efficient distribution mechanism ACM、IEEE、ProQuest Sells digital copies of published documents Apple iTune Sells digital copies of music * Advertising-Supported Revenue Models Broadcasters provide free programming to an audience along with advertising messages Success of Web advertising is hampered by No consensus on how to measure and charge for site visitor views Stickiness of a Web site: the ability to keep visitors and attract repeat visitors Very few Web sites have sufficient visitors to interest l