南京财经大学电子商务双语版chapter4ELECTRONICMARKE

1、ELECTRONIC MARKETPLACES4.1 The structure of business models4.2 Electronic markets4.3 Electronic Intermediation4.4 Online retailing4.5 B2B EC 4.1Thestructure of business modelsOneofthe major characteristicsofECisthat it enablesthe creation of newbusinessmodels.4.1.1Business model:A methodofdoingbusin

2、essbywhicha companycan generate revenuetosustainitself.Theelementaryofe-business:Directmarketing;Intermediary; contentprovide;full-service provider;sharedinfrastructure; value community;consolidator of services forlargeorganizationsWecandescribebusinessmodelfromtwofacets:Revenue modelsandValuepropos

3、itionRevenue models:Descriptionofhow thecompany or an EC projectwillearn revenue.SalesTransactionfees: based on thevolumeoftransaction; leviedpertransactionSubscriptionfeesAdvertisingfeesAffiliatefeesOtherrevenue sources:licensing feesValueproposition:Thebenefitsacompany canderivefromusingEC.Searcha

4、nd transaction costefficiencyFasterand moreinformeddecisionmakingWiderproduct andservice selectionEconomiesofscaleand scopeComplementaritiesBundlingtogethertoprovide morevaluethanseparatelyLock-inSignificantswitchingcostNetwork externalityNoveltyCreates value throughinnovativeways4.1.2Typicalbusines

5、smodels in ECOnlinedirect marketing:Electronic tenderingsystems (reverse auction):Modelinwhicha buyer requests would-be sellerstosubmit bids, andthelowest bidderwins.Name yourown price:Modelinwhicha buyer setsthe price he or sheiswilling to payandinvitessellers to supplythegoodorservice at thatprice

6、.Find thebest price:Affiliatemarketing(联属网络络营销):An arrangement wherebyamarketingpartner(a business,anorganization, or evenanindividual)refers consumerstothesellingcompanysweb site.Viralmarketing: Word-of-mouthmarketing in which customerspromote aproductorservice to friendsorotherpeople.Grouppurchasi

7、ng(e-co-ops):Quantitypurchasingthat enablesgroups of purchaserstoobtain adiscountpriceonthe products purchased.病毒营销销吃吃垮必必胜客案例Onlineauction:Product andservice customization:Electronic marketplacesandexchangesValuechainintegratorsValuechainservice providersInformationbrokersBarteringDeep discountingMe

8、mbershipSupplychainimproversDiscussion :IntroduceanE-commercecompany in realworld, analyzeits business model ,including itsrevenue model andvalueproposition.4.2Electronic MarketplacesMarketspace:Inwhichsellers andbuyersexchangegoodsand services formoney(orforothergoodsand services),butdosoelectronic

9、ally.4.2.1MarketspacecomponentsCustomersSellersProducts（digital products）InfrastructureFrontend: Theportion of an e-sellersbusinessprocesses throughwhichcustomers interact,includingthesellersportal,electronic catalogs,a shopping cart,asearchengine, andapayment gateway.Back end:The activitiesthatsupp

10、ort onlineorder-taking. It includesfulfillment,inventorymanagement,purchasing fromsuppliers,payment processing,packaging,anddelivery.IntermediariesOtherbusinesspartners:shipperSupport services:certification,trustservices,knowledge providers4.2.2Types of electronicmarkets:fromstorefrontstoportalsElec

11、tronic storefrontsA singlescompanys website where products andservicesaresold.Electronic malls:Anonlineshoppingcenter where manystores arelocated.Typesofstoresand mallsGeneral stores/mallsSpecializedstores/mallsRegionalversusglobal storesPure onlineorganizations versusclick-and-mortar storesMarketpl

12、aces(theterm e-marketplaceusuallyimplies B2B,not B2C)Private E-marketplaces:sell-sidee-marketplace;buy-sidee-marketplacePublicE-marketplaces(ownedbya third party)Consortia：E-marketplacesownedbyasmallgroupoflargevendors,usually in asingle industry.Informationportals:A singlepointofaccessthrougha webb

13、rowser to business information insideand/ or outsideanorganization.Commercial portalsCorporateportalsPublishing portalsMobileportalsVoiceportals4.3IntermediationofE-markets4.3.1TherolesandvalueofintermediariesAddress thefollowinglimitationsSearchcostsLack of privacyIncomplete informationContractrisk

14、Pricing inefficiencies4.3.2Disintermediation andReintermediationDisintermediation:Eliminationofintermediariesbetween sellersand buyers.Reintermediation:Establishment of newintermediaryrolesfor traditional intermediaries thatweredisintermediated.ManufacturesManufacturesManufacturesWholesalerDistribut

15、orretailerConsumersConsumersConsumersE-IntermediariesDisintermediationTraditionalDistributionDirectMarketing withECReintermediation4.4Electronic Retailing4.4.1Overview of e-tailingElectronic retailing:retailing conductedonline, overthe Internet.Theconceptofretailingand e-tailingimplies sales of good

16、s and/orservicestoindividualcustomers-thatis,B2C e-commerce. However, thedistinctionbetween B2CandB2B commerceisnotalways clear cut.4.4.2WhatsellswellontheInternetComputerhardwareConsumerelectronicsandsoftwareSportinggoodsOfficesuppliesBooksandmusicToysHealthand beautyEntertainmentApparelCarsService

17、sOthers2/11/2020414.4.3Characteristic of successfulE-tailingHigh brand recognitionA guaranteeprovidedbyhighlyreliableorwell-knownvendersDigitizedformatRelatively inexpensive itemsFrequently purchaseditemsCommoditieswith standard specifications,markingphysicalinspectionunimportantWell-known packaged

18、items购物市场场竞争对对比从用户规规模看，2011年淘淘宝网用用户渗透透率达到到80.7%，居于首首位；第第二位是是天猫，有54.2%的用户户使用率率。第三三、四位位的分别别是京东东商城（14.8%）和当当当网（11.4%）。第五位位是拍拍拍网，用用户占比比为10.4%。2/11/2020432/11/202044网民使用用购物网网站的单单一度持持续降低低，61.1%的网民民只在一一个购物物网站上上网购，与2010年年相比降降低了11.6个百分分点。淘淘宝网用用户单一一度最高高，57.1%的淘宝宝网用户户只在淘淘宝网上上购物。天猫排排名第二二，用户户单一度度为56.7%。拍拍拍网用户户单一

19、度度排名第第三，有有24.8%的的拍拍网网用户只只在拍拍拍网上购购物。除除了天猫猫以外，B2C购物网网站中当当当网和和麦考林林的用户户单一度度也较高高，分别别为14.6%和12.8%。2/11/20204520.2%的用用户最近近半年开开始使用用新的购购物网站站。1号号点的用用户新增增率最高高，达到到25.7%。其次是是凡客诚诚品，有有20.4%的的新增用用户。京京东商城城排名第第三，有有13.5%的的用户新新增率。麦考林林和拍拍拍网用户户新增比比例也相相对较高高，分别别有12.8%和10.3%的比例例。10%的的用户放放弃了半半年前使使用的购购物网站站。流失失用户比比例最大大的是拍拍拍网，流

20、失用用户为9.7%，其其次是凡凡客诚品品和当当当网，分分别是9.2%和8.3%。亚马逊逊中国和和京东商商城也有有6.2%和2.6%的流失失用户。淘宝网网和天猫猫用户流流失较少少，分别别为2.0%和和0.6%。2/11/202046网购用户户放弃使使用某一一购物网网站，最最主要的的原因是是找不到到需要的的商品，占流失失用户的的50.2%。因为商商品质量量不好和和商品价价格太高高的用户户有32.4%和19.1%。由于于售后服服务不到到位和快快递服务务差的均均为14.7%。存在在网站欺欺骗消费费者的也也有10%。2/11/202047购物网站站核心功功能网站品牌牌可靠性性、产品品种类丰丰富度、电子支

21、付付安全性性、送货货速度及及送货质质量 品牌可靠性评价商品种类丰富程度评价电子支付安全性评价送货速度及送货质量评价淘宝网4.034.474.423.92当当网4.293.884.234.11卓越亚马逊网4.383.834.444.20TOM易趣网3.863.933.983.68拍拍网3.843.894.143.77附加功能能附加功能能对网站站用户的的去留影影响稍弱弱一些，但是会会影响用用户忠诚诚度。网站设计计美观程程度、搜搜索便捷捷度、社社区论坛坛粘性、登录速速度、客客户服务务解决效效率页面美观程度商品搜索功能对论坛满意度网站登录速度客户服务解决效率淘宝网3.864.153.823.973.7

22、6当当网3.864.013.624.043.92卓越亚马逊网3.944.033.624.164.16TOM易趣网3.723.733.523.833.55拍拍网3.763.903.723.893.774.4.4E-tailingBusinessmodelsClassificationbydistributionchannelMail-order retailersthat go onlineDirectsalesbymanufacturersVirtual pure-playe-tailing: Firms thatselldirectlytoconsumersovertheInternetwi

23、thoutmaintaininga physical sales channel4.Click-and-mortar retailers:Brick-and-mortarretailerswitha transactionalweb sitefromwhichtoconduct business.5.RetailinginonlinemallsReferringdirectoriesMallswith sharedservices4.4.5Problems withE-Tailing andLessons LearnedReasons retailersgive fornotgoingonli

24、ne include:product is notappropriateforWeb saleslack of significant opportunitytooexpensivetechnology notreadyonlinesalesconflictwithcore businessProblemswith E-TailingandLessonsLearned(cont.)Lessons learned:DontignoreprofitabilityManagenew riskexposureWatchthecostofbrandingDonotstartwithinsufficien

25、tfundsTheweb sitemustbeeffectiveKeep it interestingIssuesinE-TailingDisintermediation:The removaloforganizationsorbusinessprocess layersresponsibleforcertainintermediarystepsinagivensupplychainReintermediation: Theprocess wherebyintermediaries(eithernewonesorthosethat hadbeendisintermediated) takeon

26、new intermediaryrolesIssuesinE-Tailing(cont.)Channel conflict:Situationinwhichanonline marketingchannel upsetsthetraditionalchannelsdue to realorperceived damagefrom competitionIssuesinE-Tailing(cont.)Determiningtherightpricepricescompetitiveonthe Internetpricesshould be in linewiththecorporate poli

27、cyonprofitabilityPersonalizationusecookie files andothertechnologiestotrackthe specific browsing andbuyingbehaviorofeachconsumermarketingplantailoredtothat consumerspatternA:TheKingofE-TailingTheopportunityJuly 1995, e-tailingpioneer A, offeredbooksvia an electroniccatalogfrom itsWebsite()Thecompany

28、hascontinuallyenhancedits business modelsandelectronicstoreby:expandingproductselectionimprovingthe customersexperienceaddingservicesand alliancesrecognizingtheimportanceoforderfulfillmentandwarehousingA:TheKingofE-Tailing(cont.)Technology usedAhasexpandedinavariety of directions:offersspecialty sto

29、res(professional andtechnicalstore)expands itseditorialcontentthrough partnershipswith expertsincertainfieldsincreasesproductselectionwiththe(usedand out-of-printtitles)expands itsofferingsbeyond books (June 2002became an authorizeddealer of SonyCorp.sellingSony products online)today:adiversifiedret

30、ailerofproductsand servicesA:TheKingofE-Tailing(cont.)KeyfeaturesoftheAsuperstore are:easy browsing,searching, andorderingusefulproductinformation,reviews,recommendations,andpersonalizationbroadselectionlowpricessecurepaymentsystemsefficientorderfulfillmentpersonalizationA:TheKingofE-Tailing(cont.)E

31、njoyablefeatures:“GiftIdeas”sectionfeaturesseasonally appropriate giftideasand services“Community”section provides productinformationand recommendationssharedbycustomers“E-Cards”section,freeanimatedelectronic greetingA:TheKingofE-Tailing(cont.)Marketplaceservices:hostsandoperatesauctionszShopsservic

32、e hosts electronicstorefrontsfor amonthlyfeeallowingsmallbusinesses theopportunitytohave customizedstorefrontssupported by therichnessofAsorder-fulfillmentprocessingA:TheKingofE-Tailing(cont.)Aisrecognized as an onlineleaderinCRMinformativemarketingfrontendsone-to-one advertisementsfree postingofres

33、taurantmenusfrom thousandsofrestaurants“Welcomeback,SarahShopper”with recommendationsofnewbooksfromthecustomers preferredgenrebasedonpreviouspurchasesA:TheKingofE-Tailing(cont.)Sendspurchaserecommendationsviae-mailtocultivate repeatbuyersEfficientsearch engineandothershoppingaidsCustomerscan persona

34、lize their accounts andmanageorders onlinewith thepatented“One-Click”orderfeature includinganelectronic walletA:TheKingofE-Tailing(cont.)In1997,A startedanextensive affiliatesprogramby2002,thecompanyhadmorethan 500,000partnersthatrefercustomerstoAAmazonpaysa 3to5%commissiononanyresulting saleallianc

35、eswithmajor“trustedpartners”provideknowledgeable entry intonew marketsCallowsittosellcars onlineDconnectstohealthand beautyaidsAT&T,Nexteland otherssuggest serviceplansfor wireless phonesA:TheKingofE-Tailing(cont.)September2001Amazonsigned an agreementwith BordersGroupIncallowsAsuserstopick up books

36、,CDs, andothermerchandiseatBordersphysicalbookstoresItisbecominga Webfulfillmentcontractor fornationalchainssuchas:TargetCircuit CityA:TheKingofE-Tailing(cont.)TheResultsIsthenumber onee-tailersince2001 generated$3.12billionIsbecomingvery successfulinreducingits costs andincreasing itsprofitabilityA

37、nnualsalesforAhave trendedupward (over $5 billionin2003)A:TheKingofE-Tailing(cont.)$15.7million in 1996to$600million in 1998toabout$4billionby2002In2003 thesite offersover 17 millionbook,music, andDVD/videotitles to some20millioncustomersOffersseveralfeaturesforinternationalcustomersInJanuary 2002,A

38、declareditsfirsteverprofitforthe2001fourthquarterA:TheKingofE-Tailing(cont.)What canwelearndemonstratesthe evolutionofe-tailingsome of theproblemsencounteredbye-tailerssolutionsemployedbyAtoexpandits businesstheopportunitiesfore-tailing4.5Concepts,Characteristics,andModels of B2BEC(cont.)Typesoftran

39、sactionsSpot buying（实时采采购）: Thepurchaseofgoodsandservicesastheyareneeded,usually at prevailingmarket pricesStrategicsourcing（战略采采购）: Purchasesinvolvinglong-term contractsthat areusually based on privatenegotiations betweensellersandbuyersB2BCharacteristics(cont.)TypesofmaterialsDirectmaterials:Mater

40、ialsusedintheproductionofa product(e.g., steel in acar or paper in abook)Indirectmaterials: Materialsused to supportproduction(e.g.,office supplies or light bulbs)MROs维护、修修理、运运营(maintenance, repairs, andoperations):Indirectmaterials usedinactivitiesthat supportproductionConcepts,Characteristics,andM

41、odels of B2BEC(cont.)DirectionoftradeVerticalmarketplaces:垂直市场场Markets thatdealwith oneindustryorindustrysegment (e.g.,steel,chemicals)Horizontal marketplaces:水平市场场Markets thatconcentrateonaservice,material,oraproduct thatisusedinalltypesofindustries(e.g.,office supplies,PCs)Concepts,Characteristics

42、,andModels of B2BEC(cont.)BasicB2BtransactiontypesSell-sideOneseller to manybuyersBuy-sideOnebuyerfrommany sellersExchangesMany sellerstomanybuyersCollaborative commerceCommunication andsharing of information,design, andplanningamongbusinesspartnersConcepts,Characteristics,andModels of B2BEC(cont.)O

43、ne-to-manyandmany-to-one: company-centrictransactionsCompany-centricEC: E-commercethatfocuses on asingle companysbuyingneeds(many-to-one,orbuy-side)orsellingneeds(one-to-many, or sell-side)Private e-marketplaces:Markets in which theindividual sell-sideorbuysidecompany hascompletecontrol overparticip

44、ationinthesellingorbuyingtransactionConcepts,Characteristics,andModels of B2BEC(cont.)Many-to-many: exchangesExchanges(tradingcommunitiesortradingexchanges):Many-to-manye-marketplaces, usuallyownedand runbya third party or aconsortium,inwhichmanybuyersand manysellersmeet electronically to trade witheachother;alsocalledtradingcommunitiesortrading exchangesPublice-marketplaces: Third-party exchangesthat areopen to allinterested parties(s