电子商务中英对照EcommerceChapter

Chapter3

SellingontheWeb:RevenueModelsandBuildingaWebPresence网上销售：营利模式与网上展示p105

Learningobjectivesofchapter3WhatarevenuemodelisandhowcompaniesusevariousRM什么是盈利模式，企业如何运用HowsomecompanieschangetheirRMtoachievesuccess企业如何通过转换盈利模式获得成功Revenuestrategyissuesthatcompaniesfacewhensellingonline企业进行网上销售时的盈利策略

Howtocreateaneffectivebusinesspresenceontheweb如何进行有效的网上展示Whatfactorsenhancewebsiteusability什么因素可以提高网页的可用性HowcompaniesusetheWebtoconnectwithcustomers企业如何利用网页与客户沟通、联系p105

Learningobjectivesofchapter3p105

IntroductionExampleofp106

RevenuemodelsforonlinebusinessWhatisarevenuemodel?Revenuemodelisthesystemdesignforabusinesstogainrevenuefromitsservices.盈利模式。是公司从客户那里获得现金流的策略技术。Webbusinessrevenue-generatingmodelsWebcatalogDigitalcontentAdvertising-supportedAdvertising-subscriptionmixedFee-basedFeefortransaction/feeforservicesp106

Revenuemodelsforonlinebusiness网上目录模式

数字内容模式广告支持模式广告-收费混合模式交易费用模式Canworkforbothsaletypes:B2C&B2Bp107

Webcatalogrevenuemodels网上目录盈利模式：作为在网上销售商品和服务的盈利模式，是基于网络出现之前就存在的邮寄目录的业务模式。1856年，生产旅游、飞行、捕鱼和狩猎工具的欧维斯公司送出了第一份自己的产品目录。以销售产品为目的的直接商业营销就出现了，被视为美国直接营销实践的正式开始。将邮寄目录的模式扩展到网上，就是企业用网站上的信息列表，来替代商品目录的分发。这种模式称为网上目录盈利模式mail-order(catalog)modelSellerestablishesbrandimage卖方建立品牌形象Printedinformationmailedtoprospectivebuyers（准买家）Ordersplacedbymailortoll-freetelephonenumberp107

WebcatalogrevenuemodelsExpandstraditionalmodelReplacesorsupplements（补充）printcatalogsOffersflexibility灵活性OrdersplacedthroughWebsiteortelephonePaymentsmadethoughWebsite,telephone,ormailCreatesadditionalsalesoutletforexistingcompanies为现有公司创建额外的销售网点p107

Webcatalogrevenuemodelsp107

Webcatalogrevenuemodels消费者可以通过网站或电话下订单。这种灵活性很重要，很多消费者不愿在网上进行采购。电子商务发展的早期，消费者担心信用卡号码在网上传递。目前仍有采用网上目录盈利模式的公司提供通过电话或邮购进行结算。很多成功的网上商品目录销售企业都是曾在邮寄商品目录行业中成功的公司，他们只是把自己的业务扩展到网上。也有些企业发现店铺中的商品能在网上销售后，就开始采用网上目录盈利模式。p107

WebcatalogrevenuemodelsDiscountretailers折扣零售商Falsestarts:ReluctanttoimplementonlinesalesontheirwebHugeinvestmentsintheirphysicalstoresLargeamountsofsalesinstoresNow:UsetheWebcatalogrevenuemodelinonlinesalesoperationExampleofp108

Webcatalogrevenuemodelsp109

WebcatalogrevenuemodelsUsingmultiplemarketingchannels多个营销渠道EachdifferentpathwaytocustomersiscalledmarketingchannelReachmorecustomersatlesscost(advantage)Aneffectivemarketingtoolp111

WebcatalogrevenuemodelsAddingthepersonaltouch增加个性化服务Clothingretailer:adaptedtheircatalogsalesmodeltotheweb.DisplaybycatalogOfferchatfeatureVirtualmodelReturnpolicyp112

Fee-for-ContentRevenueModelsFirmsowningwritteninformationorinformationrightsEmbracetheWebasahighlyefficientdistributionmechanism拥有知识产权的企业认为互联网是一种高效的分配途径Usethedigitalcontentrevenuemodel

使用数字内容盈利模式SellsubscriptionsforaccesstoinformationtheyownAcademicresearchcontent学术研究类ProQuest:digitalcopiesofacademicpublications学术刊物Businesscontent商业类DowJonesnewspaperpublishersubscriptions报纸出版商订阅Solddigitizednewspaper,magazine,andjournalcontentsubscriptionsTechnicalcontent科技类AssociationforComputerMachinery计算机协会:digitallibraryp112

Fee-for-ContentRevenueModelsp113

Fee-for-ContentRevenueModelsOnlinemusicSlowtoembraceonlinedistribution:easilytocopyDRM:requirebuyerstodownloadandinstallsoftware(Makecopyingsomewhatdifficult)2008,AmazonMP3,DRM-freeMP3p114

Fee-for-ContentRevenueModelsOnlineVideo:CanbesoldorrentedonlineLimitedbythreeissuesLargesize(longdownloadtime)Salesmightimpair(减少)othersalesofthevideoTechnologicalbarriers技术壁垒p114

AdvertisingasarevenuemodelelementAdvertising-supportedrevenuemodelsUsedbyUnitedStatesbroadcastnetworktelevision广告支持的盈利模式是美国的电视网络所采用的模式Providesfreeprogrammingandadvertisingmessages提供免费节目和广告信息Supportsnetworkoperationssufficiently充分支持网络运营Problem:measuringandchargingsitevisitorviewsStickiness黏度：吸引访问者在网站驻留以及吸引重复访问的能力。KeepingvisitorsatsiteandattractingrepeatvisitorsExposedtomoreadvertisinginastickysite访问者在某个网站停留的时间越长，就会收到越多的广告信息。Problem:obtaininglargeadvertiserinterestp114

Advertisingasarevenuemodelelement网络广告的成功受两个障碍的限制：首先是没有测量网站访问的统计方法。（有时广告主甚至与网站之间发生矛盾，国内网络广告大户百度也曾涉及这种情况。）第二是很少有网站能够吸引到让大广告主感兴趣的访问者数量。p115

AdvertisingasarevenuemodelelementCanobtainlargeadvertiserinterestby:Usingaspecialized（专门的）informationWebsiteDrawaspecializedaudiencecertainadvertiserswanttoreachWebportals(portal)SiteusedasalaunchingpointtoentertheWebAlmostalwaysincludesaWebdirectoryorsearchengineOftenincludesotherfeaturesWebdirectoriesListingofhyperlinkstoWebpagesYahoo!:oneofthefirstPresentssearchtermtriggeredadvertisingoneachpagep116

Advertisingasarevenuemodelelementp117

AdvertisingasarevenuemodelelementNewspaperandmagazinepublishersSelladvertisingtocoverWebsitecostsInternetPublicLibraryOnlineNewspaperspageProvideslinkstoworldwidenewspapersitesLocalshoppingnews,alternativepressnewspapersEasiertransitiontoadvertising-supportedWebrevenuemodelNewspaper’sWebpresenceProvidesgreaterexposureandadvertisingaudienceDivertssalesfromtheprintedition(difficulttomeasure)OperatingcostsnotcoveredbyadvertisingrevenueTargetedclassifiedadvertisingsitesCancommandhigherratesthangeneraladvertisingOriginalversionNewspaperclassifiedadvertisingGrowthofclassifiedadvertisingWebsites