电子商务 - 网络销售初步

1Chapter3

Sellingontheweb:revenuemodelsandbuildingawebpresence2024/11/91答疑时间：每周一8：30~9：30.综合楼504.2REVENUEMODELS2024/11/92Webcatalog;Digitalcontent;Advertising-supported;Advertising-subscriptionmixed;Fee-basedmodels;31.WebcatalogRevenueModelsReplacingorsupplementingprintcatalogs4ComputersandConsumerElectronicsBooks,MusicandVideoLuxuryGoodscouturier.ClothingRetailers

personalshoppersvirtualmodeltotryclothes.1.WebcatalogRevenueModels51.1WebCatalogRevenueModelsFlowersandGifts671.1WebCatalogRevenueModelsGeneralDiscounters81.1WebCatalogRevenueModels/91.1WebCatalogRevenueModels101.2DigitalContentRevenueModelsWritteninformation.Laws,patentdatabases,etc.ACMDigitalLibrary.超星电子图书馆11///1.2DigitalContentRevenueModels121.3Advertising-SupportedRevenueModels131.4Advertising-subscriptionmixedrevenuemodels.Chargeforaccess.Chargeforarticlesfromarchives.Freeofchargebutrequiretobuyasubscription.Insideservice.141.5Fee-for-TransactionRevenueModelsTravelagent.Automobilesales.StockBrokers.InsuranceBrokers.EventTickets.RealEstateandMortgageLoanBrokers.OnlineBankingandFinancialServices.OnlineMusics151.6Fee-for-ServiceRevenueModelsOnlineGames.ConcertsandFilms.ProfessionalServices.16SubscriptiontoAdvertising-SupportedModelAdvertising-SupportedtoAdvertising-SubscriptionMixedModelAdvertising-SupportedtoFee-for-ServicesModelAdvertising-SupportedtoSubscriptionModelMultipleTransitions2.RevenuemodelsinTransition172.1SubscriptiontoAdvertising-SupportedModel182.2Advertising-SupportedtoAdvertising-SubscriptionMixedModel192.4Advertising-SupportedtoSubscriptionModel202.4Advertising-SupportedtoSubscriptionModel212.4Advertising-SupportedtoSubscriptionModel223.RevenueStrategyIssuesChannelConflictandCannibalizationStrategicAlliancesandChannelDistributionManagementMobileCommerce233.1ChannelConflictandCannibalizationWebsitessaleswillinterferewithitsexistingsalesoutlets.Timeforthesales,laborcostsandinventory.243.1ChannelConflictandCannibalization253.2StrategicAlliancesandChannelDistributionManagement264.CreatinganeffectivewebpresenceIdentifyingwebpresencegoalsAchievingwebpresencegoals.2728294.2Achievingwebpresencegoals.AttractingvisitorstothewebsiteMakingthesiteinterestingenoughthatvisitorsstayandexploreConvincingvisitorstofollowthesite’slinkstoobtaininformationCreatinganimpressionconsistentwiththeorganization’sdesiredimageBuildingatrustingrelationshipwithvisitorsReinforcingpositiveimagesthatthevisitormightalreadyhaveabouttheorganizationEncouragingvisitorstoreturntothesite.30Profit-DrivenorganizationsNot-for-Profitorganizations4.2Achievingwebpresencegoals.31325.WebSiteUsabilityHowtheWebisDifferentMeetingtheNeedsofWebSiteVisitorsTrustandLoyalty335.1HowtheWebisDifferentInteractivenature.Twowaymeaningfulcommunication345.2MeetingtheNeedsofWebSiteVisitorsLearningaboutproductsorservicesthatthecompanyoffersBuyingproductsorservicesthatthecompanyofferObtaininginformationaboutthecompanyororganizationObtainingfinancialinformationformakinganinvestmentorcredit-grantingdecisionIdentifyingthepeoplewhomanagethecompanyororganizationObtainingcontactinformationforapersonordepartmentintheorganization355.2MeetingtheNeedsofWebSiteVisitorsMakingWebSitesAccessibleGraphics:.Audioorvideoclips:.optiontoselectsmallerversionsoftheimagesoptionstospecifyaconnectiontype365.2MeetingtheNeedsofWebSiteVisitorsFlashtendstodegradewebsitesitencouragesdesignabuse.375.2MeetingtheNeedsofWebSiteVisitorsOffereasilyaccessiblefactsabouttheorganizationAllowvisitorstoexperiencethesiteindifferentwaysandatdifferentlevels.Providevisitorswithameaningful,two-waycommunicationlinkwiththeorganization.Sustainvisitorattentionandencouragereturnvisits.Offereasilyaccessibleinformationaboutproductsandservicesandhowtousethem.385.3TrustandLoyaltyDelivery.Orderhandling.Helpwithselectingaproduct.After-salesupport.Anexperiencewithgoodservicemultiplegoodexperience.Trust Loyalty396.RatingE-commerceWebSitesUsabilityTestingCustomer-CentricWebSiteDesign40InterfaceDesignJakobNielson.应该：-在为网站写程序时遵循Web的标准（从W3C标准开始，然后使用其它已经可接受的标准，例如JavaScript等）

-遵循规范—80%到90%的使用者都在做的就是规范

-强调快速的响应时间（网页负荷和服务器容量两方面）

-简明、客观、易于浏览

-协助使用者决定去留：区分产品列表

-支持搜寻的功能，但是别做的太繁复（以Google为标准）

-在进行任何设计之前先做好任务分析（taskanalysis）

-在设计时强调任务支持（例如，比较购物）

-在设计过程中进行多次使用者测试

-让残障人士也可访问网站41不应该：-妨碍使用者：别用过度喧哗夺目的页面，别使用Flash做简介，不用具有推销性及不合适的图片来破坏内容（例如，笑脸照片）

-包含未经请求的弹跳式窗口（在线求助除外）

-去掉「上一页」（Back）按钮（打开一个新的浏览器窗口是一个常见的错误）

-把功能设计元素做得看起来像广告（他们将会被忽略）

-使用动态式的文字（movingtext）

-允许连结错误发生

-隐藏送货成本或其它「陷阱」-这些会引起放弃购物

-不断重复设计－在推出网站前深思熟虑，然后就保持同样的设计风格一年左右。42Customer-centricWebSiteDesignDesignthesitearoundhowvisitorswillnavigatethelinks,notaroundthecompany’sorganizationalstructure.Allowvisitorstoaccessinformationquickly.Avoidusinginflatedmarketingstatementsinproductorservicedescription.Avoidusingbusinessjargonandtermsthatvisitorsmightnotunderstand.Buildthesitetoworkforvisitorswhoareusingtheoldestbrowsersoftwareontheoldestcomputerconnectedthroughthelowestbandwidthconnection–evenifthismeanscreatingmultipleversionsofwebpages.Beconsistentinuse