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1、Unit2RevenueModelsofE-Commerce电子商务的盈利模式学习指导:本章将介绍:网上目录盈利模式数字内容盈利模式广告支持盈利模式广告-收费混合盈利模式交易费用盈利模式服务费用盈利模式盈利模式的转变2.1RevenueModels2.1盈利模式Companiesandinvestorsdostillusetheideaofarevenuemodel,whichisaspecificcollectionofbusinessprocessesusedtoidentifycustomers,markettothosecust
2、omers,andgeneratesalestothosecustomers.Therevenuemodelideaishelpfulforclassifyingrevenue-generatingactivitiesforcommunicationandanalysispurposes.AusefulwaytothinkaboutelectronicCommerceimplementationsistoconsiderhowtheycangeneraterevenue.Notallelectroniccommerceinitiative
3、shavethegoalofprovidingrevenue;someareundertakentoreducecostsorimprovecustomerservice.企业和投资者目前还在应用所谓的盈利模式,即识别客户、对其开展营销并从中获取收益的业务流程的集合。这种思想可以帮助企业分辨创造收益的业务活动,从而更好地进行营销沟通和分析。在实施电子商务时需要考虑其盈利模式。有些电子商务项目的目标并不是为了盈利,而是为了降低成本或改善客户服务。Inthischapter,youwilllearnaboutvariousmodelsforg
4、eneratingrevenueusedbyWebbusinessestoday,includingWebcatalog,digitalcontent,advertising-supported,advertising-subscriptionmixed,andfee-basedmodels.TheseapproachescanworkforbothB2CandB2Belectroniccommerce.ManycompaniescreateoneWebsitetohandlebothB2CandB2Bsales.Evenwhencomp
5、aniescreateseparatesites(orseparatepageswithinonesite),theyoftenusethesamerevenuemodelforbothtypesofsales.目前网上企业的各种盈利模式,包括网上目录模式、广告支持模式、广告-收费混合模式及交易费用模式,这些盈利模式即适合企业与消费者间电子商务(B2C)也适合企业间电子商务(B2B)。很多公司创建的网站即支持B2C也支持B2B。有些公司可能会为B2C和B2B业务分别建立网站(或在同一个网站分别建不同的网页),但通常采用相同的盈利模式。2.
6、1.1WebCatalogRevenueModels2.1.1网上目录模式ManycompaniessellgoodsandservicesontheWebusinganadaptationofamailordercatalogrevenuemodelthatismorethan100yearsold.Inthistraditionalcatalog-basedretailrevenuemodel,thesellerestablishesabrandimage,andthenusesthestrengthofthatimagetosell
7、throughprintedinformationmailedtoprospectivebuyers.Buyersplaceordersbymailorbycallingtheseller’stoll-freetelephonenumber.Thisrevenuemodel,whichisoftencalledthemailorderorcatalogmodel,hasproventobesuccessfulforawidevarietyofconsumeritems,includingapparel,computers,electron
8、ics,housewares,andgifts.Companiescantakethiscatalogmodelonlinebyreplacingorsupplementingtheirpri