南京财经大学电子商务双语版chapter4ELECTRONICMARKE.pptxVIP

ELECTRONIC MARKETPLACES;4.1 The structure of business models One of the major characteristics of EC is that it enables the creation of new business models. 4.1.1Business model: A method of doing business by which a company can generate revenue to sustain itself. The elementary of e-business: Direct marketing; Intermediary; content provide; full-service provider; shared infrastructure; value community; consolidator of services for large organizations; We can describe business model from two facets: Revenue models and Value proposition Revenue models: Description of how the company or an EC project will earn revenue.　 Sales Transaction fees : based on the volume of transaction; levied per transaction Subscription fees Advertising fees Affiliate fees Other revenue sources:licensing fees;Value proposition:The benefits a company can derive from using EC. Search and transaction cost efficiency Faster and more informed decision making Wider product and service selection Economies of scale and scope Complementarities Bundling together to provide more value than separately ;Lock-in Significant switching cost Network externality Novelty Creates value through innovative ways;4.1.2Typical business models in EC Online direct marketing: Electronic tendering systems (reverse auction): Model in which a buyer requests would-be sellers to submit bids, and the lowest bidder wins. Name your own price: Model in which a buyer sets the price he or she is willing to pay and invites sellers to supply the good or service at that price.;;;;Find the best price: ;;;;;;Affiliate marketing(联属网络营销):An arrangement whereby a marketing partner(a business, an organization, or even an individual) refers consumers to the selling company’s web site.;;病毒营销 吃垮必胜客 案例;;Online auction: Product and service customization: Electronic marketplaces and exchanges Value chain integrators Value chain service providers ;;Information brokers Bartering Deep discounting Membership Supply c