六類常見的盈利模式.ppt

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Chapter 3 Selling on the Web: Revenue Models,2,Contents of Chapter 3,Revenue Models Creating an Effective Web Presence,3,Objectives,In this chapter, we will learn about: Revenue models Revenue Models in Transition. How some companies move from one revenue model to another to achieve success Revenue strategy issues that companies face when selling on the Web,4,Objectives (continued),Creating an effective business presence on the Web Web site usability Communicating effectively with customers on the Web,5,Revenue Models,六類常見的盈利模式 Web Catalog Revenue Models Digital Content Revenue Models Advertising-Supported Revenue Models Advertising-Subscription Mixed Revenue Models Fee-for-Transaction Revenue Models Fee-for-Service Revenue Models,6,Web catalog revenue model （網(wǎng)上目錄盈利模式）,The sellers print catalogs and mail to prospective buyers. Buyers place orders by mail or by calling the seller’s toll-free telephone number. Called the mail order or catalog model Taking the catalog model to the Web,7,Example,Computers and consumer electronics Apple, Dell, Gateway, and Sun Microsystems have had great success selling on the Web Books, Music, and Videos Retailers use the Web catalog model to sell books, music, and videos Luxury Goods People are still reluctant to buy luxury goods through a Web site Constructed to provide information to shoppers, not to generate revenue,8,Digital Content Revenue Models,Firms that own intellectual property have embraced the Web as a new and highly efficient distribution mechanism ACM、IEEE、ProQuest Sells digital copies of published documents Apple iTune Sells digital copies of music,9,Advertising-Supported Revenue Models,Broadcasters provide free programming to an audience along with advertising messages Success of Web advertising is hampered by No consensus on how to measure and charge for site visitor views Stickiness of a Web site: the ability to keep visitors and attract repeat visitors Very few Web sites have sufficient visitors to interest large advertisers,10,Example: Web Portals,Web directory A listing of hyperlinks to Web pages Portal or Web portal Site used as a launching point to enter the Web Almost always includes a Web directory and search engine Examples: Yahoo!, AOL, AltaVista,11,Advertising-Subscription Mixed Revenue Models,Subscribers Pay a fee and accept some level of advertising Typically are subjected to much less advertising Used by The New York Times and The Wall Street Journal,12,Advertising-Subscription Mixed Revenue Models (cont.) Example,Business Week Offers some free content at its Business Week online site Requires visitors to buy a subscription to the Business Week print magazine,13,Fee-for-Transaction Revenue Models,Businesses offer services and charge a fee based on the number or size of transactions processed Disintermediation (免中介化) Removal of an intermediary from a value chain Reintermediation (再中介化) Introduction of a new intermediary,14,Example,Stockbrokers(證券經(jīng)紀(jì)公司) Insurance Brokers(保險(xiǎn)經(jīng)紀(jì)公司),15,Fee-for-Service Revenue Models,Fee based on the value of a service provided Services range from games and entertainment to financial advice Online games Growing number of sites include premium games in their offerings Site visitors must pay to play these premium games,16,Fee-for-Service Revenue Models (continued),Concerts and films As more households obtain broadband access to the Internet, companies are providing streaming video of concerts and films to paying subscribers Professional Services professional services of accountants, lawyers, and physicians,17,Revenue Models in Transition,Subscription to advertising-supported model Microsoft founded its Slate magazine Web site Charged an annual subscription fee after a limited free introductory period Was unable to draw sufficient number of paid subscribers Now operated as an advertising-supported site,18,Advertising-Supported to Advertising-Subscription Mixed Model,S Operated for several years as an advertising-supported site Now offers an optional subscription version of its site,19,Advertising-Supported to Fee-for-Services Model,Xdrive Technologies Opened its original advertising-supported Web site in 1999 Offered free disk storage space online to users After two years, it was unable to pay the costs of providing the service with the advertising revenue generated Later switched to a subscription-supported model ,20,Advertising-Supported to Subscription Model,Northern Light Founded in August 1997 as a search engine with a twist Revenue model Combination of advertising-supported model plus a fee-based information access service January 2002 Converted to a new revenue model that was primarily subscription supported,21,Multiple Transitions,Encyclopdia Britannica(大不列顛百科全書) Original offerings: -The Britannica Internet Guide -Free Web navigation aid -Encyclopdia Britannica Online -Available for a subscription fee or as part of a CD package 1999: -Converted to a free, advertiser-supported site 2001: -Returned to a mixed model,22,,,23,mixed model Example, Free e-mail services (free user) Fee-for-Services Model (vip user) Used the free services to attract user to the paid services Game online 免費(fèi)（買正版游戲軟就能上網(wǎng)）---收費(fèi)（點(diǎn)卡，計(jì)時(shí)）---免費(fèi)（賣游戲中的裝備）---……,