电子商务中的零售产品和服务课件

電子商務中的零售：產品和服務RetailinginElectronicCommerce:ProductsandServices2006.031電子商務中的零售：產品和服務RetailinginEle無店頭銷售網路銷售郵購電視購物直銷（多層行銷）2無店頭銷售網路銷售2注意課題後台作業貨物的供應訂單倉儲物流金流前台作業金流COD:CashonDelivery3注意課題後台作業3InternetMarketingandElectronicRetailing(E-Tailing)Overviewofe-tailingElectronicretailing(e-tailing):

Retailingconductedonline,overtheInternetE-tailers:

ThosewhoconductretailbusinessovertheInternet4InternetMarketingandElectroInternetMarketingand

E-Tailing(cont.)SizeandgrowthoftheB2CmarketnumberofU.S.onlinebuyersfrom53.2%ofallInternetusersin2001to6%by2004(90millionpeoplepurchasingonline)U.S.revenuesfromonlineB2Cbuyingpredictedtogofrom$73billionin2001to$190billionin2004May2002salesof$9.8billioninthefirstquarterof2002(up19.3percentfromthefirstquarterof2001)annual2002salesestimatedtobeover$40billion—1.4%oftotalretailsales,upfrom1.1percentin2001averageonlineshopperspentover$300perquarter5InternetMarketingand

E-Tail全球寬頻用戶數急速成長CAGR=63.85%資料來源：eMarketer，資策會MIC整理，2003年4月全球寬頻網路用戶數單位：千戶寬頻的普及將促使網頁呈現以及網路廣告形式走向多媒體表現方式，同時亦有助於帶動線上影音、線上學習等需求6全球寬頻用戶數急速成長CAGR=63.85%資料來源：eMa地區市場規模

($USbillions)北美$78.1亞太地區$23.9西歐$29.6拉丁美洲$0.5東歐$0.6非洲及中東$0.8總計$133.6資料來源：ForresterResearch，2002年2002年全球B2C電子商務市場規模B2C電子商務規模最大地區為北美北美地區2002年B2C電子商務規模佔全球58.5%，其中美國約為720億西歐與亞太地區則僅次於北美西歐與亞太地區已具備基本要件，最具發展電子商務潛力7地區市場規模

($USbillions)北美$78.1亞太書籍名列線上購物產品榜首產品品項比率書籍23音樂產品(CD)15服飾13消費性電子產品13旅遊產品11電腦硬體10產品品項比率電腦軟體8票務8日用雜貨7錄影帶/VCD5家具/家飾4玩具/遊戲軟體4產品品項比率化妝品4商務旅遊產品4運動用品4珠寶/時尚產品3股票/金融商品2汽車1其他19線上購物產品品項與種類資料來源：TaylorNelsonSofresInteractive，2002年全球網路消費者購買頻次較高的產品品項包括書籍、音樂產品(CD)、服飾、消費性電子產品、旅遊產品等8書籍名列線上購物產品榜首產品品項比率書籍23音樂產品(CD)InternetMarketingand

E-Tailing(cont.)WhatsellsbestontheInternet?ComputerhardwareandsoftwareConsumerelectronicsSportinggoodsOfficesuppliesBooksandmusicToysHealthandbeautyEntertainmentApparelCarsServicesOthers9InternetMarketingand

E-Tail旅遊規模約佔總體三分之ㄧ線上旅遊規模最大，約佔總合之30%旅遊、汽車、服飾以及花卉的市場規模成長幅度最高2002年美國B2C電子商務市場產品類別分析資料來源：S,ForresterResearch,eMarketer，2003年5月單位：十億美元10旅遊規模約佔總體三分之ㄧ線上旅遊規模最大，約佔總合之30%2因先後受美伊戰爭以及SARS疫情的影響，2003年上半年線上旅遊營收大幅下滑，線上票務中的藝文及交通類票務亦深受衝擊，但2003年仍較2002年成長15.44%B2C電子商務市場規模資料來源：資策會MIC，2003年6月台灣B2C電子商務規模突破200億單位：新台幣百萬元11因先後受美伊戰爭以及SARS疫情的影響，2003年上半年線台灣網路零售佔整體零售不及1%單位：新台幣十億元資料來源：經濟部統計處、資策會MIC，2003年12月雖然目前線上零售所佔比例仍低，但每年均呈快速成長之趨勢相較於美國線上零售約佔1.5之比例，根據成長趨勢預測，我國線上零售

應仍有很大成長空間網路零售市場規模12台灣網路零售佔整體零售不及1%單位：新台幣十億元資料來源：經仍以旅遊票務3C為三大主要區隔旅遊產品一支獨秀，2003年佔總體的41.9%，但所佔比例日漸減小仍以旅遊、票務、3C為三大區隔，票務約佔13.8%，

3C商品約佔13.9%註1：電腦軟體不含遊戲註2：其他包括雜貨、花卉、精品、食品、傢俱、服飾等項目資料來源：資策會MIC，2003年12月我國B2C電子商務各區隔所佔比例2002年2003年13仍以旅遊票務3C為三大主要區隔旅遊產品一支獨秀，2003旅遊產品單價高銷量大旅遊產品平均成交金額及每月成交筆數俱高，堪稱網路最熱門商品註1：票務近乎壟斷局面，故未予計算成交筆數；其它包括食品、雜貨、廚具等，因品項繁多，不予計算該類平均成交金額及平均成交筆數註2：回卷家數215資料來源：資策會MIC，2003年12月我國B2C電子商務市場產品類別分析14旅遊產品單價高銷量大旅遊產品平均成交金額及每月成交筆數俱InternetMarketingand

E-Tailing(cont.)Characteristicsofsuccessfule-tailinghighbrandrecognition(Lands’End)guaranteeprovidedbyhighlyreliableorwell-knownvendors(Dell)digitizedformat(software)relativelyinexpensiveitems(officesupplies)frequentlypurchaseditems(groceries)commoditieswithstandardspecifications(books),physicalinspectionunimportantwell-knownpackageditemsthatcannotbeopenedeveninatraditionalstore(vitamins)15InternetMarketingand

E-Tail重點信任機制品牌標準推薦經驗貨品運送16重點信任機制16E-TailingBusinessModelsClassificationbydistributionchannelMail-orderretailersthatgoonlineDirectmarketingfrommanufacturersPure-playe-tailersClick-and-mortarretailersInternet(online)malls17E-TailingBusinessModelsClassE-TailingBusinessModels

(cont.)18E-TailingBusinessModels(conE-TailingBusinessModels

(cont.)Directmarketingbymailordercompanies

directmarketing:

broadly,marketingthattakesplacewithoutintermediariesbetweenmanufacturersandbuyers;inthecontextofthisbook,marketingdoneonlinebetweenanysellerandbuyere.g.東森19E-TailingBusinessModels(conE-TailingBusinessModelsDirectsalesbymanufacturersSellersunderstandtheirmarketsbetterbecauseofthedirectconnectiontoconsumers,andconsumersgaingreaterinformationabouttheproductsthroughdirectconnectiontothemanufacturersExample:DellComputers—build-to-orderapproachofcustomization20E-TailingBusinessModelsDirecE-TailingBusinessModels

(cont.)Pure-playe-tailersVirtual(pure-play)e-tailers:

FirmsthatselldirectlytoconsumersovertheInternetwithoutmaintainingaphysicalsaleschannelExamples:博客來21E-TailingBusinessModels(conE-TailingBusinessModels

(cont.)Click-and-mortarretailers:

Brick-and-mortarretailerswithatransactionalWebsitefromwhichtoconductbusinessBrick-and-mortarretailers:

Retailerswhodobusinessinthenon-Internet,physicalworldintraditionalbrick-and-mortarstoresMultichannelbusinessmodel:

Describesacompanythatsellsinmultiplemarketingchannelssimultaneously(e.g.,bothphysicalandonlinestores)22E-TailingBusinessModels(conE-TailingBusinessModels

(cont.)RetailinginonlinemallsReferringdirectoriesdirectoryorganizedbyproducttypecataloglistingsorbanneradsatthemallsiteadvertisetheproductsorstoresMallswithsharedservicesconsumercanfindtheproduct,orderandpayforit,andarrangeforshipmenthostingmallprovidestheseservices,buttheyareexecutedbyeachstoreindependently23E-TailingBusinessModels(conE-TailingBusinessModels

(cont.)OtherB2CbusinessmodelsTransactionbrokersInformationportalsCommunityportalsContentcreatorsordisseminatorsViralmarketingMarketmakersBuild-to-orderServiceproviders24E-TailingBusinessModels(conTravelandTourism

ServicesOnlineMajortravel-relatedWebsitesare:25TravelandTourism

ServicesOTravelandTourism

ServicesOnline(cont.)Revenuemodelsofonlinetravelservicesinclude:Directrevenues(commissions)RevenuefromadvertisingConsultancyfeesSubscriptionormembershipfeesRevenue-sharingfeesOthers26TravelandTourism

ServicesOTravelandTourism

ServicesOnline(cont.)Servicesprovided:Traditionalservicesprovidinggeneralinformationreservingandpurchasingtickets,accommodations,andentertainment27TravelandTourism

ServicesOTravelandTourism

ServicesOnline(cont.)Uniqueservicestraveltips(avisaproblem)electronictravelmagazinesfarecomparisonscurrencyconversioncalculatorsworldwidebusinessandplacelocatorsoutletfortravelaccessoriesandbooksexperts’opinionsmajorinternationalandtravelnewsdetaileddrivingmapsanddirectionschatroomsandbulletinboardsfrequent-flierdealsonlinetravelauctions28TravelandTourism

ServicesOTravelandTourism

ServicesOnline(cont.)ImpactofEConthetravelindustry ConsumerswhousedtoorderaccommodationsdirectlyfromahotelarenowusingtheInternettocomparepricesandfrequentlyarebuyingfromanintermediary(H)29TravelandTourism

ServicesOTravelandTourism

ServicesOnline(cont.)CorporatetravelToreducecorporatetravelcosts,companiescanmakearrangementsthatenableemployeestoplanandbooktheirowntripsUsingonlineoptimizationtoolsprovidedbytravelcompaniesTravelauthorizationsoftwarechecksavailabilityoffundsandcompliancewithcorporateguidelines30TravelandTourism

ServicesOEmploymentPlacementand

theJobMarketTheInternetoffersarichenvironmentforjobseekersandforcompaniessearchingforhard-to-findemployeesWhousestheInternetjobmarket?JobseekersEmployersseekingemployeesJobagenciesGovernmentagenciesandinstitutions104人力銀行31EmploymentPlacementand

theRealEstateOnlinePotentialhomebuyerscan:viewmanypropertiesonline,atanytimeandfromanywhere,savingtimeforthebuyerandthebrokersortandorganizepropertiesaccordingtospecificcriteriaandpreviewtheexteriorandinteriordesignoftheproperties,shorteningthesearchprocess32RealEstateOnlinePotentialhoInsuranceOnlineStandardinsurancepoliciesareavailableonlineatasubstantialdiscount:AutoHomeLifeHealthThird-partyaggregatorsofferfreecomparisonsofavailablepolicies33InsuranceOnlineStandardinsurOnlineStockTrading34OnlineStockTrading34BankingandPersonalFinanceOnlineelectronicbanking(e-banking):VariousbankingactivitiesconductedfromhomeortheroadusinganInternetconnection;alsoknownascyberbanking,virtualbanking,onlinebanking,andhomebanking35BankingandPersonalFinanceOBankingandPersonalFinanceOnline(cont.)HomebankingcapabilitiesViewcurrentaccountbalancesandhistoryatanytimeObtainchargeandcreditcardstatementsPaybillsDownloadaccounttransactionsTransfermoneybetweenaccountsBalanceaccountsSende-mailtothebankExpandthemeaningof“banker’shours”HandlefinanceswhentravelingUseadditionalservices36BankingandPersonalFinanceOBankingandPersonalFinanceOnline(cont.)VirtualbanksHavenophysicallocation,butonlyconductonlinetransactionsNetBank()FirstInternetBank()Makesurethatthebankislegitimatebeforesendingmoneytoavirtualbank37BankingandPersonalFinanceOOn-DemandDeliveryServicesandE-GrocersE-grocer:

AgrocerthatwilltakeordersonlineandprovidedeliveriesonadailyorotherregularscheduleorwilldeliveritemswithinaveryshortperiodoftimeOn-demanddeliveryservice:

Expressdeliverymadefairlyquicklyafteranonlineorderisreceived38On-DemandDeliveryServicesanOn-DemandDeliveryServicesandE-Grocers(cont.)E-grocersofferconsumerstheabilitytoorderitemsonlineandhavethemdeliveredtotheirhousesfreeregular“unattended”weeklydeliverybasedonamonthlysubscriptionmodelon-demanddeliveries—asurchargeandadditionaldeliverychargenonperishableitemsshippedviacommoncarrierdry-cleaningpickupanddelivery“don’trunout”automaticreorderingfreshflowerdeliverymovierentalsmealplanningrecipetipsmultimediafeaturesnutritionalinformation39On-DemandDeliveryServicesanOn-DemandDeliveryServicesandE-Grocers(cont.)Whoaree-groceryshoppers?ShoppingavoidersNecessityusersNewtechnologistsTime-starvedconsumers40On-DemandDeliveryServicesanOnlineDeliveryofDigitalProducts,Entertainment,andMediaDigitalproducts:productsthatcanbetransformedtodigitalformatanddeliveredovertheInternet41OnlineDeliveryofDigitalProOnlineDeliveryofDigitalProducts,Entertainment,andMedia(cont.)NapsterConsumers-to-consumers(peer-to-peer)digitaldistributionNapsteronlyshares“libraries”orlistsofsongs,andthenenablesapeer-to-peerfile-sharingenvironmentSuedforcopyrightinfringementin200242OnlineDeliveryofDigitalProOnlineDeliveryofDigitalProducts,Entertainment,andMedia(cont.)FreefilesharingisnolongerallowedNapsterforcedtochargecustomersforuseofitsfile-sharingserviceEnteredintoanagreementwithBertelsmannAG(largeglobalmusiclabelthatparticipatedinthelawsuitagainstNapster)Wentintobankruptcyin2002Roxiopurchacedandreopenedinlate2003as“forfeefile-sharingservice”43OnlineDeliveryofDigitalProOnlinePurchase

DecisionAidsShoppingportals:

Gatewaystostorefrontsandmalls;maybecomprehensiveornicheoriented44OnlinePurchase

DecisionAidsOnlinePurchase

DecisionAids(cont.)shoppingrobots(shoppingagentsorshopbots):

ToolsthatscouttheWebonbehalfofconsumerswhospecifysearchcriteriaZ/computershopper45OnlinePurchase

DecisionAidsOnlinePurchase

DecisionAids(cont.)“Spyservices” servicesthatvisitWebsitesforyou,atyourdirection,andnotifyyouoftheirfindingsWirelessshoppingcomparisonsMAT&TDigitalPocketNet46OnlinePurchase

DecisionAidsOnlinePurchase

DecisionAids(cont.)BusinessratingsitesBConsumerReportsOnline()ForresterResearch()GomezAdvisors()47OnlinePurchase

DecisionAidsOnlinePurchase

DecisionAids(cont.)Trustverificationssites: evaluateandverifythetrustworthinessofvariouse-tailersTrustEVersignBBBonlineWebtrustTrust48OnlinePurchase

DecisionAidsSuccessful

Click-and-MortarStrategiesSpeakwithonevoiceEmpowerthecustomerLeveragethemultichannels49Successful

Click-and-MortarSProblemswithE-TailingandLessonsLearnedReasonsretailersgivefornotgoingonlineinclude:productisnotappropriateforWebsaleslackofsignificantopportunitytooexpensivetechnologynotreadyonlinesalesconflictwithcorebusiness50ProblemswithE-TailingandLeProblemswithE-TailingandLessonsLearned(cont.)FailuresinB2Cdot-comsK—acreativeideaforon-demanddeliveriesofmovierentals—difficultyinhowtoreturnthevideosF—difficultyindeliveringproductsinatimelymannereR—registeringforcoursesetc.onlinewasnotpopularwithconsumers51ProblemswithE-TailingandLeProblemswithE-TailingandLessonsLearned(cont.)G—businessmodelcalledforsellingalargeamountofadimpressions,whichprovedtobeimpossibleP—costofacquiringcustomerswastoocostly52ProblemswithE-TailingandLeProblemswithE-TailingandLessonsLearned(cont.)Lessonslearned:Don’tignoreprofitabilityManagenewriskexposureWatchthecostofbrandingDonotstartwithinsufficientfundsThewebsitemustbeeffectiveKeepitinteresting53ProblemswithE-TailingandLeIssuesinE-TailingDisintermediation:

TheremovaloforganizationsorbusinessprocesslayersresponsibleforcertainintermediarystepsinagivensupplychainReintermediation:

Theprocesswherebyintermediaries(eithernewonesorthosethathadbeendisintermediated)takeonnewintermediaryroles54IssuesinE-TailingDisintermedIssuesinE-Tailing(cont.)Cybermediation(electronicintermediation):

Theuseofsoftware(intelligent)agentstofacilitateintermediationHypermediation:

Extensiveuseofbothhumanandelectronicintermediationtoprovideassistanceinallphasesofane-commerceventure55IssuesinE-Tailing(cont.)CybIssuesinE-Tailing(cont.)Unbundling:oldeconomyprocesseswillbebrokenintospecializedsegmentsthatcanbedeliveredbyspecializedintermediariesChannelconflict:

Situationinwhichanonlinemarketingchannelupsetsthetraditionalchannelsduetorealorperceiveddamagefromcompetition56IssuesinE-Tailing(cont.)UnbIssuesinE-Tailing(cont.)DeterminingtherightpricepricescompetitiveontheInternetpricesshouldbeinlinewiththecorporatepolicyonprofitabilityPersonalizationusecookiefilesandothertechnologiestotrackthespecificbrowsingandbuyingbehaviorofeachconsumermarketingplantailoredtothatconsumer’spattern57IssuesinE-Tailing(cont.)DetManagerialIssuesShouldwegrabafirst-moveradvantageorwaitandlearn?Whatshouldourstrategicpositionbe?Arewefinanciallyviable?Shouldwerecruitoutoftown?58ManagerialIssuesShouldwegraManagerialIssues(cont.)Arethereinternationallegalissuesregardingonlinerecruiting?Dowehaveethicsandprivacyguidelines?Howwillintermediariesactincyberspace?Shouldwesetupalliances?59ManagerialIssues(cont.)AretSummaryThescopeofe-tailingE-tailingbusinessmodelsHowonlinetravel/tourismservicesoperateTheonlinejobmarketanditsbenefitsTheelectronicrealestatemarketOnlinetradingofstocksandbonds60SummaryThescopeofe-tailing6Summary(cont.)CyberbankingandpersonalfinanceOn-demanddeliveryserviceDeliveryofdigitalproductsAidingconsumerpurchasedecisionsCriticalsuccessfactorsDisintermediationandreintermediation61Summary(cont.)Cyberbankingan電子商務中的零售：產品和服務RetailinginElectronicCommerce:ProductsandServices2006.0362電子商務中的零售：產品和服務RetailinginEle無店頭銷售網路銷售郵購電視購物直銷（多層行銷）63無店頭銷售網路銷售2注意課題後台作業貨物的供應訂單倉儲物流金流前台作業金流COD:CashonDelivery64注意課題後台作業3InternetMarketingandElectronicRetailing(E-Tailing)Overviewofe-tailingElectronicretailing(e-tailing):

Retailingconductedonline,overtheInternetE-tailers:

ThosewhoconductretailbusinessovertheInternet65InternetMarketingandElectroInternetMarketingand

E-Tailing(cont.)SizeandgrowthoftheB2CmarketnumberofU.S.onlinebuyersfrom53.2%ofallInternetusersin2001to6%by2004(90millionpeoplepurchasingonline)U.S.revenuesfromonlineB2Cbuyingpredictedtogofrom$73billionin2001to$190billionin2004May2002salesof$9.8billioninthefirstquarterof2002(up19.3percentfromthefirstquarterof2001)annual2002salesestimatedtobeover$40billion—1.4%oftotalretailsales,upfrom1.1percentin2001averageonlineshopperspentover$300perquarter66InternetMarketingand

E-Tail全球寬頻用戶數急速成長CAGR=63.85%資料來源：eMarketer，資策會MIC整理，2003年4月全球寬頻網路用戶數單位：千戶寬頻的普及將促使網頁呈現以及網路廣告形式走向多媒體表現方式，同時亦有助於帶動線上影音、線上學習等需求67全球寬頻用戶數急速成長CAGR=63.85%資料來源：eMa地區市場規模

($USbillions)北美$78.1亞太地區$23.9西歐$29.6拉丁美洲$0.5東歐$0.6非洲及中東$0.8總計$133.6資料來源：ForresterResearch，2002年2002年全球B2C電子商務市場規模B2C電子商務規模最大地區為北美北美地區2002年B2C電子商務規模佔全球58.5%，其中美國約為720億西歐與亞太地區則僅次於北美西歐與亞太地區已具備基本要件，最具發展電子商務潛力68地區市場規模

($USbillions)北美$78.1亞太書籍名列線上購物產品榜首產品品項比率書籍23音樂產品(CD)15服飾13消費性電子產品13旅遊產品11電腦硬體10產品品項比率電腦軟體8票務8日用雜貨7錄影帶/VCD5家具/家飾4玩具/遊戲軟體4產品品項比率化妝品4商務旅遊產品4運動用品4珠寶/時尚產品3股票/金融商品2汽車1其他19線上購物產品品項與種類資料來源：TaylorNelsonSofresInteractive，2002年全球網路消費者購買頻次較高的產品品項包括書籍、音樂產品(CD)、服飾、消費性電子產品、旅遊產品等69書籍名列線上購物產品榜首產品品項比率書籍23音樂產品(CD)InternetMarketingand

E-Tailing(cont.)WhatsellsbestontheInternet?ComputerhardwareandsoftwareConsumerelectronicsSportinggoodsOfficesuppliesBooksandmusicToysHealthandbeautyEntertainmentApparelCarsServicesOthers70InternetMarketingand

E-Tail旅遊規模約佔總體三分之ㄧ線上旅遊規模最大，約佔總合之30%旅遊、汽車、服飾以及花卉的市場規模成長幅度最高2002年美國B2C電子商務市場產品類別分析資料來源：S,ForresterResearch,eMarketer，2003年5月單位：十億美元71旅遊規模約佔總體三分之ㄧ線上旅遊規模最大，約佔總合之30%2因先後受美伊戰爭以及SARS疫情的影響，2003年上半年線上旅遊營收大幅下滑，線上票務中的藝文及交通類票務亦深受衝擊，但2003年仍較2002年成長15.44%B2C電子商務市場規模資料來源：資策會MIC，2003年6月台灣B2C電子商務規模突破200億單位：新台幣百萬元72因先後受美伊戰爭以及SARS疫情的影響，2003年上半年線台灣網路零售佔整體零售不及1%單位：新台幣十億元資料來源：經濟部統計處、資策會MIC，2003年12月雖然目前線上零售所佔比例仍低，但每年均呈快速成長之趨勢相較於美國線上零售約佔1.5之比例，根據成長趨勢預測，我國線上零售

應仍有很大成長空間網路零售市場規模73台灣網路零售佔整體零售不及1%單位：新台幣十億元資料來源：經仍以旅遊票務3C為三大主要區隔旅遊產品一支獨秀，2003年佔總體的41.9%，但所佔比例日漸減小仍以旅遊、票務、3C為三大區隔，票務約佔13.8%，

3C商品約佔13.9%註1：電腦軟體不含遊戲註2：其他包括雜貨、花卉、精品、食品、傢俱、服飾等項目資料來源：資策會MIC，2003年12月我國B2C電子商務各區隔所佔比例2002年2003年74仍以旅遊票務3C為三大主要區隔旅遊產品一支獨秀，2003旅遊產品單價高銷量大旅遊產品平均成交金額及每月成交筆數俱高，堪稱網路最熱門商品註1：票務近乎壟斷局面，故未予計算成交筆數；其它包括食品、雜貨、廚具等，因品項繁多，不予計算該類平均成交金額及平均成交筆數註2：回卷家數215資料來源：資策會MIC，2003年12月我國B2C電子商務市場產品類別分析75旅遊產品單價高銷量大旅遊產品平均成交金額及每月成交筆數俱InternetMarketingand

E-Tailing(cont.)Characteristicsofsuccessfule-tailinghighbrandrecognition(Lands’End)guaranteeprovidedbyhighlyreliableorwell-knownvendors(Dell)digitizedformat(software)relativelyinexpensiveitems(officesupplies)frequentlypurchaseditems(groceries)commoditieswithstandardspecifications(books),physicalinspectionunimportantwell-knownpackageditemsthatcannotbeopenedeveninatraditionalstore(vitamins)76InternetMarketingand

E-Tail重點信任機制品牌標準推薦經驗貨品運送77重點信任機制16E-TailingBusinessModelsClassificationbydistributionchannelMail-orderretailersthatgoonlineDirectmarketingfrommanufacturersPure-playe-tailersClick-and-mortarretailersInternet(online)malls78E-TailingBusinessModelsClassE-TailingBusinessModels

(cont.)79E-TailingBusinessModels(conE-TailingBusinessModels

(cont.)Directmarketingbymailordercompanies

directmarketing:

broadly,marketingthattakesplacewithoutintermediariesbetweenmanufacturersandbuyers;inthecontextofthisbook,marketingdoneonlinebetweenanysellerandbuyere.g.東森80E-TailingBusinessModels(conE-TailingBusinessModelsDirectsalesbymanufacturersSellersunderstandtheirmarketsbetterbecauseofthedirectconnectiontoconsumers,andconsumersgaingreaterinformationabouttheproductsthroughdirectconnectiontothemanufacturersExample:DellComputers—build-to-orderapproachofcustomization81E-TailingBusinessModelsDirecE-TailingBusinessModels

(cont.)Pure-playe-tailersVirtual(pure-play)e-tailers:

FirmsthatselldirectlytoconsumersovertheInternetwithoutmaintainingaphysicalsaleschannelExamples:博客來82E-TailingBusinessModels(conE-TailingBusinessModels

(cont.)Click-and-mortarretailers:

Brick-and-mortarretailerswithatransactionalWebsitefromwhichtoconductbusinessBrick-and-mortarretailers:

Retailerswhodobusinessinthenon-Internet,physicalworldintraditionalbrick-and-mortarstoresMultichannelbusinessmodel:

Describesacompanythatsellsinmultiplemarketingchannelssimultaneously(e.g.,bothphysicalandonlinestores)83E-TailingBusinessModels(conE-TailingBusinessModels

(cont.)RetailinginonlinemallsReferringdirectoriesdirectoryorganizedbyproducttypecataloglistingsorbanneradsatthemallsiteadvertisetheproductsorstoresMallswithsharedservicesconsumercanfindtheproduct,orderandpayforit,andarrangeforshipmenthostingmallprovidestheseservices,buttheyareexecutedbyeachstoreindependently84E-TailingBusinessModels(conE-TailingBusinessModels

(cont.)OtherB2CbusinessmodelsTransactionbrokersInformationportalsCommunityportalsContentcreatorsordisseminatorsViralmarketingMarketmakersBuild-to-orderServiceproviders85E-TailingBusinessModels(conTravelandTourism

ServicesOnlineMajortravel-relatedWebsitesare:86TravelandTourism

ServicesOTravelandTourism

ServicesOnline(cont.)Revenuemodelsofonlinetravelservicesinclude:Directrevenues(commissions)RevenuefromadvertisingConsultancyfeesSubscriptionormembershipfeesRevenue-sharingfeesOthers87TravelandTourism

ServicesOTravelandTourism

ServicesOnline(cont.)Servicesprovided:Traditionalservicesprovidinggeneralinformationreservingandpurchasingtickets,accommodations,andentertainment88TravelandTourism

ServicesOTravelandTourism

ServicesOnline(cont.)Uniqueservicestraveltips(avisaproblem)electronictravelmagazinesfarecomparisonscurrencyconversioncalculatorsworldwidebusinessandplacelocatorsoutletfortravelaccessoriesandbooksexperts’opinionsmajorinternationalandtravelnewsdetaileddrivingmapsanddirectionschatroomsandbulletinboardsfrequent-flierdealsonlinetravelauctions89TravelandTourism

ServicesOTravelandTourism

ServicesOnline(cont.)ImpactofEConthetravelindustry ConsumerswhousedtoorderaccommodationsdirectlyfromahotelarenowusingtheInternettocomparepricesandfrequentlyarebuyingfromanintermediary(H)90TravelandTourism

ServicesOTravelandTourism

ServicesOnline(cont.)CorporatetravelToreducecorporatetravelcosts,companiescanmakearrangementsthatenableemployeestoplanandbooktheirowntripsUsingonlineoptimizationtoolsprovidedbytravelcompaniesTravelauthorizationsoftwarechecksavailabilityoffundsandcompliancewithcorporateguidelines91TravelandTourism

ServicesOEmploymentPlacementand

theJobMarketTheInternetoffersarichenvironmentforjobseekersandforcompaniessearchingforhard-to-findemployeesWhousestheInternetjobmarket?JobseekersEmployersseekingemployeesJobagenciesGovernmentagenciesandinstitutions104人力銀行92EmploymentPlacementand

theRealEstateOnlinePotentialhomebuyerscan:viewmanypropertiesonline,atanytimeandfromanywhere,savingtimeforthebuyerandthebrokersortandorganizepropertiesaccordingtospecificcriteriaandpreviewtheexteriorandinteriordesignoftheproperties,shorteningthesearchprocess93RealEstateOnlinePotentialhoInsuranceOnlineStandardinsurancepoliciesareavailableonlineatasubstantialdiscount:AutoHomeLifeHealthThird-partyaggregatorsofferfreecomparisonsofavailablepolicies94InsuranceOnlineStandardinsurOnlineStockTrading95OnlineStockTrading34BankingandPersonalFinanceOnlineelectronicbanking(e-banking):VariousbankingactivitiesconductedfromhomeortheroadusinganInternetconnection;alsoknownascyberbanking,virtualbanking,onlinebanking,andhomebanking96BankingandPersonalFinanceOBankingandPersonalFinanceOnline(cont.)HomebankingcapabilitiesViewcurrentaccountbalancesandhistoryatanytimeObtainchargeandcreditcardstatementsPaybillsDownloadaccounttransactionsTransfermoneybetweenaccountsBalanceaccountsSende-mailtothebankExpandthemeaningof“banker’shours”HandlefinanceswhentravelingUseadditionalservices97BankingandPersonalFinanceOBankingandPersonalFinanceOnline(cont.)VirtualbanksHavenophysicallocation,butonlyconductonlinetransactionsNetBank()FirstInternetBank()Makesurethatthebankislegitimatebeforesendingmoneytoavirtualbank98BankingandPersonalFinanceOOn-DemandDeliveryServicesandE-GrocersE-grocer:

AgrocerthatwilltakeordersonlineandprovidedeliveriesonadailyorotherregularscheduleorwilldeliveritemswithinaveryshortperiodoftimeOn-demanddeliveryservice:

Expressdeliverymadefairlyquicklyafteranonlineorderisreceived99On-DemandDeliveryServicesanOn-DemandDeliveryServicesandE-Grocers(cont.)E-grocersofferconsumerstheabilitytoorderitemsonlineandhavethemdeliveredtotheirhousesfreeregular“unattended”weeklydeliverybasedonamonthlysubscriptionmodelon-demanddeliveries—asurchargeandadditionaldeliverychargenonperishableitemsshippedviacommoncarrierdry-cleaningpickupanddelivery“don’trunout”automaticreorderingfreshflowerdeliverymovierentalsmealplanningrecipetipsmultimediafeaturesnutritionalinformation100On-DemandDeliveryServicesanOn-DemandDeliveryServicesandE-Grocers(cont.)Whoaree-groceryshoppers?ShoppingavoidersNecessityusersNewtechnologistsTime-starvedconsumers101On-DemandDeliveryServicesanOnlineDeliveryofDigitalProducts,Entertainment,andMediaDigitalproduct