电子商务概论_ppt_ch03.pptVIP

Selling on the Web Chapter 3 1 © Cengage Learning 2015 Learning Objectives In this chapter, you will learn about: What a revenue model is and how companies use various revenue models How some companies change their revenue models to achieve success Revenue strategy issues that companies face when selling online © Cengage Learning 2015 2 Learning Objectives (cont’d.) How to create an effective business presence on the Web What factors enhance Web site usability How companies use the Web to connect with customers © Cengage Learning 2015 3 Introduction Online business example: progressive insurance First auto insurance company to launch a Web site (1995) First to sell policies online (1997) Started providing competitor’s rates in 2002 Introduced female character “Flo” in 2008 Advertising and brand strategy © Cengage Learning 2015 4 Revenue Models for Online Business Web business revenue-generating models Web catalog Digital content Advertising-supported Advertising-subscription mixed Fee-based Same model can work for both sale types Business-to-consumer (B2C) Business-to-business (B2B) © Cengage Learning 2015 5 Web Catalog Revenue Models Adapted from mail-order (catalog) model Seller establishes brand image Printed information mailed to prospective buyers Orders placed by mail or phone Expands traditional model Replaces or supplements print catalogs Orders placed through Web site Creates additional sales outlet for existing companies © Cengage Learning 2015 6 Web Catalog Revenue Models (cont’d.) Discount retailers Some discounters began as retail operations online, e.g., O Traditional retailers now using Web catalog revenue model: Costco, Kmart, Target, and Walmart Multiple marketing channels Allows more customers to be reached at a lower cost Marketing channel examples Physical stores Web sites Mailed catalogs or newspaper insert © Cengage Learning 2015 7 8 FIGURE 3-1 Combining marketing channels: two retailer examples © Cengage Learning 2015 8 © Cengage Learning 201