1. مدل های کسب و کار در تجارت الکترونیک
استاد: جناب آقای دکتر روستا دانشجو : مهدی محمدی درس: استراتژی های بازرگانی رشته: سیاستگذاری بازرگانی مقطع: دکتری پاییز 1392

2. E-Commerce Business Models

3. Business Model Definition
Timmers (1999) defines a ‘business model’ as:
An architecture for product, service and information flows, including:
description of the various business actors and their roles;
description of the potential benefits for the various business actors;
description of the sources of revenue.
E-Commerce Business Models

4. E-Commerce Business Models
A Business model that has been evolved for the business organization in the Internet/Web environment.
A business model that aims to use a leverage the unique qualities of the Internet and the World Wide Web.
Electronic commerce, commonly known as e-commerce or eCommerce, is a type of industry where the buying and selling of products or services is conducted over electronic systems such as the Internet and other computer networks. Electronic commerce draws on technologies such as mobile commerce, electronic funds transfer, supply chain management, Internet marketing, online transaction processing, electronic data interchange (EDI), inventory management systems, and automated data collection systems. Modern electronic commerce typically uses the World Wide Web at least at one point in the transaction's life-cycle, although it may encompass a wider range of technologies such as , mobile devices, social media, and telephones as well.
E-Commerce Business Models

5. Eight Key Ingredients of a Business Model 1.Value Proposition
Defines how a company’s product or service fulfills the needs of customers.
Questions
Why will customers choose to do business with your firm instead of another company?
What will your firm provide that other firms do not and cannot?
Customization, Community, Convenience, Choice and Cost Reduction.
1- چرا عده ای از مشتریان از ما می خرند
2- چرا عده ای از ما خرید نمی کنند/
3- چه کنیم که گروه بیشتری از ما خرید کنند؟
4- چرا من از فروشنده خاصی می خرم؟
5- چرا من از فروشنده خاصی نمی خرم؟
6-فروشنده خاص چه باید انجام دهد تا من بیشتر از او بخرم؟
7- چرا عده ای در همین شرایط بازار خوب می فروشند؟ یا چرا مردم در همین شرایط از فروشگاههای خاصی خرید می کنند؟
8- آموزه های مختلف علم و تجربه دیگران چه نکاتی را به ما می آموزد که بیشتر و بهتر بفروشیم؟
9- مجموع عوامل خرید یا عدم خرید فوق کدامند؟(باید ها و نبایدهای خرید و فروش)
10 – چگونه با استفاده از یافته ها فوق به اهداف بازاریابی و یا کسب و کار دست یابم؟
که این اهداف عبارتند
1- فروش بیشتر به مشتریان جاری
2- جذب مشتریان رقا و فروش به آنها
3- جذب مشترین جدید و بالقوهگ
4- بازگرداندن مشتریان ناراض خود و ادامه فروش به آنها
5- ایجاد رابطه ای ماندگار با مشتریان درونی و بیرونی
6- ایجاد و تقویت منزلت پوزیشن و برند شناسه و خوشنامی در بازار
E-Commerce Business Models

6. E-Commerce Business Models
Eight Key Ingredients of a Business Model 2. Revenue Model
Describes how the firm will earn revenue, produce profits, and produce a superior return on invested capital.
E-commerce revenue models include:
advertising model
subscription model
transaction fee model
sales model
affiliate model
E-Commerce Business Models

7. E-Commerce Business Models
Types of Revenue Model
1. Advertising revenue model
a company provides a forum for advertisements and receives fees from advertisers (Yahoo)
2. Subscription revenue model
a company offers it users content or services and charges a subscription fee for access to some or all of it offerings (Consumer Reports or Wall Street Journal)
E-Commerce Business Models

8. E-Commerce Business Models
Types of Revenue Model
3. Transaction fee revenue model
a company receives a fee for enabling or executing a transaction (eBay or E-Trade)
4. Sales revenue model
a company derives revenue by selling goods, information, or services (Amazon or DoubleClick)
5. Affiliate revenue model
a company steers business to an affiliate and receives a referral fee or percentage of the revenue from any resulting sales (MyPoints MyPoints.com makes money by connecting companies with potential customers by offering special deals to its members)
وابسته
E-Commerce Business Models

9. Five Primary Revenue Models
Referral: مراجعه
E-Commerce Business Models

10. Eight Key Ingredients of a Business Model
3. Market opportunity
refers to the company’s intended marketspace and the overall potential financial opportunities available to the firm in that market space
defined by the revenue potential in each of the market niches where you hope to compete
E-Commerce Business Models

11. Marketspace and Market Opportunity is the Software Training Market
ILT : آموزش براساس استادان راهنما
The overall size of the software training market for all market segments is approximately $70 billion
E-Commerce Business Models

12. Eight Key Ingredients of a Business Model
4-Competitive Environment
Refers to the other companies operating in the same marketplace selling similar products
Influenced by:
how many competitors are active
how large are their operations
the market share of each competitor
how profitable these firms are
how they price their products
E-Commerce Business Models

13. Eight Key Ingredients of a Business Model
5.Competitive Advantage
Achieved by a firm when it can produce a superior product and/or bring the product to market at a lower price than most, or all, of its competitors
Achieved because a firm has been able to obtain differential access to the factors of production that are denied their competitors -at least in the short term
E-Commerce Business Models

14. Eight Key Ingredients of a Business Model
Competitive Advantage
Asymmetry
exists whenever one participant in a market has more resources than other participants
First mover advantage
a competitive market advantage for a firm that results from being the first into a marketplace with a serviceable product or service. (If first movers develop a loyal following or a unique interface that is difficult to imitate, they can sustain their first mover advantage for long periods)
Unfair competitive advantage
occurs when one firm develops an advantage based on a factor that other firms cannot purchase.
عدم تقاران
E-Commerce Business Models

15. Eight Key Ingredients of a Business Model
Competitive Advantage
complimentary resources
resources and assets not directly involved in the production of the product but required for success such as marketing, management, financial assets, and reputation.
Leverage
when a company uses its competitive advantage to achieve more advantage in surrounding markets
Perfect Market
a market in which there are no competitive advantages or asymmetries because all firms have equal access to all the factors of production
عدم تقارن
E-Commerce Business Models

16. Eight Key Ingredients of a Business Model
6.Market Strategy
The plan you put together that details exactly how you intend to enter a new market and attract new customers
Best business concepts will fail if not properly marketed to potential customers
استراتژی های بازار
1- چه بازارهایی را نتخاب کنم؟
2-چگونه وارد بازار منتخب شوم؟
3- چگونه بمانم وادامه دهم؟ استراتژی های رقابتی و رشد و توسعه پایدار
E-Commerce Business Models

17. Eight Key Ingredients of a Business Model
7.Organizational Development
Describes how the company will organize the work that needs to be accomplished
Work is typically divided into functional departments
Move from generalists to specialists as the company grows
E-Commerce Business Models

18. Eight Key Ingredients of a Business Model
8.Management Team
Employees of the company responsible for making the business model work
Strong management team gives instant credibility to outside investors
A strong management team may not be able to salvage a weak business model however it should be able to change the model and redefine the business as it becomes necessary
Salvage: نجات دادن
E-Commerce Business Models

19. Eight Key Ingredients of a Business Model

20. Major Business-to-Consumer (B2C) Business Models
1- Portal
Search plus an integrated package of content and services (Yahoo.com, MSN.com, AOL.com)
Revenue models:
Advertising, referral fees, transaction fees, subscriptions
Variations:
Horizontal/General (Yahoo.com, MSN.com, AOL.com)
Vertical/Specialized (Vortal) (Sailnet.com)
Search
E-Commerce Business Models

21. Major Business-to-Consumer (B2C) Business Models
2. E-tailer
online version of traditional retailer
Revenue model: Sales
includes
virtual merchants (online retail store only)
clicks and mortar e-tailers (online distribution channel for a company that also has physical stores)
catalog merchants (online version of direct mail catalog)
online malls (online version of mall)
Manufacturers selling directly over the Web
E-Commerce Business Models

22. Major Business-to-Consumer (B2C) Business Models
3. Content Provider
distributes information(digital ) content, such as digital news, music, photos, video, and artwork over the Web (Sportsline.com, CIO.com, CNN.com)
Revenue model: typically utilizes an advertising, subscription, or affiliate, referral fee
4.Transaction Broker
processes online sales transactions (Monster.com)
Revenue model: typically utilizes a transactions fee
E-Commerce Business Models

23. Major Business-to-Consumer (B2C) Business Models
5. Market Creator
uses Internet technology to create markets that bring buyers and sellers together (eBay.com)
Revenue model: typically utilizes a transaction fee
6. Service Provider
offers services online (xDrive.com; provide consulting services)
Revenue models: Sales of services, subscription fees, advertising
7. Community Provider
provides an online community of like-minded individuals for networking and information sharing (Oxygen.com, About.com)
Revenue model: referral fee, advertising, and subscription
E-Commerce Business Models

24. Major Business-to-Consumer (B2C) Business Models

25. Major Business-to-Consumer (B2C) Business Models

26. Major Business-to-Business (B2B) Business Models
1. B2B Hub
also known as marketplace/exchange
Electronic marketplace where suppliers and commercial purchasers can conduct transactions.
among trading parties.
may be a general (horizontal marketplace- Tradeout.com) or specialized (vertical marketplace- esteel.com).
Revenue Model: charging a commission or fee based on the size of the transactions conducted
2. E-distributor
supplies products directly to individual businesses (Grainger.com)
E-Commerce Business Models

27. Major Business-to-Business (B2B) Business Models
3. B2B Service Provider-employeematters.com
sells business services to other firms-ASPs
4. Matchmaker- iship.com
links businesses together
charges transaction or usage fees
5. Infomediary- epinions.com
gather information and sells it to businesses
E-Commerce Business Models

28. Major Business-to-Business (B2B) Business Models

29. Business Models in Other Emerging Areas of E-Commerce
C2C Business Models
connect consumers with other consumers who have items to sell.
P2P Business Models-MP3.com
enable consumers to share file and services via the Web without common servers
E-Commerce Business Models

30. Business Models in Other Emerging Areas of E-Commerce
M-commerce Business Models
traditional e-commerce business models leveraged for emerging wireless technologies to permit mobile access to the Web
E-commerce Enablers’ Business Models
focus on providing infrastructure necessary for e-commerce companies to exist, grow, and prosper
موفق شوند و رونق بیابند
E-Commerce Business Models

31. Business Models in Other Emerging Areas of E-Commerce
E-Commerce Business Models