英文_电子商务课件.ppt

Electronic Commerce, Seventh Annual Edition Chapter 3:Selling on the Web: Revenue Models and Building a Web Presence Electronic Commerce, Seventh Annual Edition Objectives In this chapter, you will learn about: Revenue models How some companies move from one revenue model to another to achieve success Revenue strategy issues that companies face when selling on the Web Creating an effective business presence on the Web Web site usability Communicating effectively with customers on the Web 3.1 Revenue Models Revenue model Definition 1: A specific collection of business processes used to: Identify customers Market to those customers Generate sales to those customers Definition 2: description of how the company or an EC project will earn revenue, for example: Sales Transaction fees Subscription fees Advertising Affiliate fees(会员费) Revenue Models 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. Revenue Models Main models for generating revenue used by Web businesses today: Web catalog, digital content, advertising-supported, advertising-subscription mixed, fee-based model（fee-for-transaction and fee-for-service）. These approaches can work for both business-to-consumer (B2C) and business-to-business (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. 3.1.1 Web catalog revenue model mail order catalog revenue model is more than 100 years old. 1872, Aaron Montgomery Ward started selling dry goods to farmers through a onelist. 1895 : Richard Sears and Alvah Roebuck began mailing catalogs to farmers and small-town residents retail stores serving urban markets in addition to the cat