0. Business Models of Electronic Commerce
e-Business
경영대학
홍일유 교수

1. 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
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2. 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)
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3. 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
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4. e-Shop
Travelocity
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5. e-Shop - 계속
FastParts
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6. e-Auction
eBay
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7. 전자경매의 개념도 (eBay) ‚ 경매입찰 ‚ 경매입찰 ‚ 경매입찰 „  „ 낙찰자 통보 … † ƒ 구매자 A 구매자 A
사이버 경매 사이트 (
‚ 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
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8. e-Auction - 계속
Auction
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9. e-Mall
한솔 CS Club
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10. 3rd Party Marketplace
Citius
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11. 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
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12. Virtual Communities
Phoenix Textiles
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13. Value Chain Service Providers
Federal Express
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14. Info. Brokers
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15. 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
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16. Business Models of Internet Shopping Malls
간접판매
직접판매
다 종
단 일
판매제품 유형
제품판매 유형
종합중개형
종합직판형
전문중개형
전문직판형
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17. 종합 직판형 (직접판매, 다종제품)
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18. 종합중개형 (간접판매, 다종제품)
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19. 전문직판형 (직접판매, 단일제품)
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20. 전문중개형 (간접판매, 단일제품)
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21. 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
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