Business Models of Electronic Commerce e-Business 경영대학 홍일유 교수

What is a Business Model? an architecture for the product, service and information flows, including a description of the various business actors and their roles; and a description of the potential benefits for the various business actors; and a description of the sources of revenues EC 비즈니스 모델

B2B vs. B2C Business to Business Direct: Consumer/Retail Purchases involves multiple transactions from the same customer to the same vendor (‘electronic hierarchy’) ‘repeat business’ (cost justification) requires a “promise” to pay (e.g., P.O. or monthly contract) Direct: Consumer/Retail Purchases the emphasis is on convenience, quick delivery of goods, and lower retail pricing e.g., SecireTax: sells a $10 pay-per-use software rental over the web (tax calculation software) EC 비즈니스 모델

Internet Business Models - 1 E-shop promotion, cost-reduction, additional outlet, (seeking demand) E-procurement additional inlet, (seeking suppliers) E-auction electronic bidding (no need for prior movement of goods or parties) E-mall (collection of e-shops), aggregators, industry sector marketplace 3rd party marketplace common marketing frontend and transaction support to multiple businesses EC 비즈니스 모델

e-Shop Travelocity EC 비즈니스 모델

e-Shop - 계속 FastParts EC 비즈니스 모델

e-Auction eBay EC 비즈니스 모델

전자경매의 개념도 (eBay) ‚ 경매입찰 ‚ 경매입찰 ‚ 경매입찰 „  „ 낙찰자 통보 … † ƒ 구매자 A 구매자 A 사이버 경매 사이트 (www.ebay.com) ‚ 경매입찰 구매자 A ƒ 낙찰자 결정 구매자 A ‚ 경매입찰 ‚ 경매입찰 „  구매자 B 낙찰자 통보 구매자 B 물품 등록 „ 낙찰자 통보 구매자 C 판매자 구매자 C … 송금 † 배달 EC 비즈니스 모델

e-Auction - 계속 Auction EC 비즈니스 모델

e-Mall 한솔 CS Club EC 비즈니스 모델

3rd Party Marketplace Citius EC 비즈니스 모델

Internet Business Models 2 Virtual communities focus on added value of communication between members Value chain service provider support part of value chain (e.g., logistics, payments) Value chain integrator added-value by integrating multiple steps of the value chain Collaboration platforms e.g., collaborative design Information brokers trust providers, business information and consultancy EC 비즈니스 모델

Virtual Communities Phoenix Textiles EC 비즈니스 모델

Value Chain Service Providers Federal Express EC 비즈니스 모델

Info. Brokers EC 비즈니스 모델

Classification of Business Models Multiple Functions/ Integrated Value Chain Integrator Thirty Party Marketplace Collaboration Platform Virtual Community Functional Integration E-Mall Value Chain Service Provider E-Procurement E-Auction E-Shop Trust Services Single Function Information Brokerage Lower Higher Degree of Innovation EC 비즈니스 모델

Business Models of Internet Shopping Malls 간접판매 직접판매 다 종 단 일 판매제품 유형 제품판매 유형 종합중개형 종합직판형 전문중개형 전문직판형 EC 비즈니스 모델

종합 직판형 (직접판매, 다종제품) EC 비즈니스 모델

종합중개형 (간접판매, 다종제품) EC 비즈니스 모델

전문직판형 (직접판매, 단일제품) EC 비즈니스 모델

전문중개형 (간접판매, 단일제품) EC 비즈니스 모델

Business Models [Rappa, 2000] Brokerage Model Buyers and sellers are brought together to transact over the web. Advertising Model ‘Broadcasting model’: generates incomes from banner advertisements Infomediary Model Mediates between users and suppliers of useful information Merchant Model Classic wholesalers & retailers (e-tailers) over the web Manufacturing Model Manufacturers go direct to buyers Affiliate Model Merchants charge for advertising, based on the sales that have actually occurred Community Model Contributions are solicited from, or advertisements are presented to, loyal visitors Subscription Model Utility Model a “metered usage” or “pay as you go” approach EC 비즈니스 모델