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1、CASESTUDY:“CityScape”1.“CityScape”:IdeaandbusinessconceptTheproblemTheInternetandWorldWideWeb(WWW)haveestablishedthemselvesasthebackboneoftheworld-wide"InformationSuperhighway"andoftheelectroniccommercemarket.GiventherapidlygrowingnumberofWWWusers,manycompaniesa
2、relookingforwaystoexploittheadvantagesthatthisnewdistributionchannelhastooffer.However,fortheendusers,itisbecomingmoreandmoredifficulttofindtheinformationtheydesirequicklyandreliably,asthenumberofavailable"homepages"andthequantityofon-lineinformationisexploding.
3、Furthermore,thereisnoeasilyaccessibleWWWplatformforsmalllocallyorientedbusinessesthatwouldenablethemtousethisnewchannelefficientlyandprofitably.ThesolutionOurproduct,"CityScape"(CS),solvesthisproblem.ItisbothaninteractiveWWWdirectoryandacommercialplatformforsmal
4、l-tomedium-sizedbusinesses.CSoffersvalueintwomainways:·CSorganizeseverydayinformation--suchascurrentevents,localhappenings,localweatherforecasts,restaurantguides,movielistings,andaddresses-alongwithinformationaboutlocalbusinessesandtheirofferingsinaneasy-to-used
5、irectoryformat.·CSservesasaconduitthroughwhichlocalbusinessescanbothadvertiseandselltolocalcustomers.Thisserviceextendsfromthepostingofacontactaddresstocompleteinteractivecatalogswithintegratedcommercialtransactionprocessingfunctions.OneinnovativeaspectofCS(comp
6、aredwithexistingInternetproducts)isitsconvenienton-lineconsolidationofeverydayinformationthatusuallyneedstobegatheredfromvarioussources,suchasnewspapers,telephonebooks,andtheradioorTV.AnotherinnovativeaspectisthewayCSenablessmall-andmedium-sizedbusinesses,whichc
7、ommonlylackthefundsandtheknow-howtodesignandsupportaWebsite,tobecommerciallypresentontheWWWandusetheInternettopromotetheirbusinesses.ThemarketInitialstatisticalanalysesindicateapotentialmarketforCSofmorethanfivemillionsmall-andmedium-sizedcompanies.Assumingavera
8、gerevenuesof$480peryearandcompany,thetotalmarketsizewouldbeover$2.5billion.Webelievethatthetargetedcompanieswillfindpricesstartingat$25permonthanattractiveofferandtha
