1. 長庚大學資訊管理學系 黃莉婷 2016/3/15&3/22

3. Timmers (1999) defines a ‘business model’ as: An architecture for 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 revenue. 2016/3/15&3/22CGU_IM_HLT 3

4. Magretta (2002) defines a ‘business model’ as: A business model … explains who your customers are and how you plan to make money by providing them with value. Dubosson-Torbay et al. (2002) defines: A business model is nothing else than the architecture of a firm and its network of partners for creating, marketing and delivering value and relationship capital to one or several segments of customers in order to generate profitable and sustainable revenue streams. 2016/3/15&3/22 CGU_IM_HLT 4

5.  Business model ◦ A method of doing business by which a company can generate revenue to sustain itself CGU_IM_HLT 1-5 2016/3/15&3/22

6. Ask:  Target customers or customer groups?  Sources of revenue?  What goods or services they offered?  How they deliver value to their customers?  What business processes they excel at?  What skills, competencies, or resources are crucial to their business success? 2016/3/15&3/22CGU_IM_HLT 6

7. 2016/3/15&3/22CGU_IM_HLT 7 Business Model Financial Viability Suppliers and Business Networks Product and Service Portfolio Resources, Capabilities and Assets Customer Management Processes and Activities Next

8.  Customer identification  Value proposition ◦ Supermarket vs. up-market vs. open-air market vs. online supermarket vs. small, one-owner store ◦ BMW vs. Lexus vs. Toyota ◦ Godiva vs. Lindt vs. M&M vs. 七七乳加 ◦ Perrier 沛綠雅 vs. 泰山純水 ◦ 五星級飯店 vs. 商務旅館 vs. 民宿 vs. 汽車旅 館 2016/3/15&3/22CGU_IM_HLT 8

9.  Customer-Centric: understanding and servicing customer requirement ◦ Zappos ◦ Examples ？ ◦  Developing brand awareness ◦ 顧客如何知道是你？ ◦ 顧客如何看你？ 2016/3/15&3/22CGU_IM_HLT 9

10. 2016/3/15&3/22CGU_IM_HLT 10 https://www.google.com.tw/search?tbm=isch&tbs=rimg%3ACf4VC1slhaPGIjiXd8QZbAlBCtGfL5eNj9c3QZsoBqP8ISHcQC8l90MN5GxonfrXL6pXxxOxHIY oTdKMV0VLR24CWCoSCZd3xBlsCUEKEcCi25UswtIcKhIJ0Z8vl42P1zcR85gLtDTFMfkqEglBmygGo_1whIRE2AUZQbOfFRSoSCdxALyX3Qw3kESMHJ EGPfeL0KhIJbGid- tcvqlcREt315nVSlA8qEgnHE7EchihN0hGkx2nRAk2YhioSCYxXRUtHbgJYEYMwXW5UVQV9&q=customer%20centric%20examples&ved=0ahUKEwiusaj twr_LAhUKn5QKHUzKCZgQ9C8ICQ&dpr=1&biw=1366&bih=705#imgrc=bGid-tcvqleN6M%3A

11.  Sell More to Current Customers  Exceed Expectations  Convenience for the Customer  Think Value, Not Price  Experience is an Investment 2016/3/15&3/22CGU_IM_HLT 11 http://www.forbes.com/sites/stanphelps/2014/08/18/five-customer- centric-marketing-lessons-from-apple-to-zappos/#1b939daf6b47)

12.  The portfolio of products and/or services ◦ Apple: iPhone, iPad, iPod, Apple watch, Apple music, Apple TV, MacBook ◦ 信義房屋：房屋買賣、房屋租賃、房屋修繕、房屋裝潢、 信義居家等 ◦ 瓦城集團：瓦城、非常泰、大心、 1010 湘等 ◦ 乾杯集團：乾杯、老乾杯、一風堂、黑毛屋、八兵衛等  Product life cycle ◦ Emerging ◦ Growth ◦ Maturity ◦ Decline ◦ 智慧型手機、電子書, 平板電腦, EeePC, NB, PC? 2016/3/15&3/22CGU_IM_HLT 12

13.  Core business processes and activities by which that value proposition is delivered to customers  For example ◦ PCHome vs. ASAP (or Books v.s Taaze) 想要傳遞的 顧客價值為何？ ◦ 想像：在設定的顧客價值下， PCHome 的核心企業流程 為何？  Another Example ◦ 屈臣氏 / 康是美 / 寶雅 想要傳遞的顧客價值為何？ ◦ 想像：在設定的顧客價值下，寶雅的核心企業流程為何？ 2016/3/15&3/22CGU_IM_HLT 13

14. 2016/3/15&3/22CGU_IM_HLT 14 市場需求市場需求 產品設計產品設計 系統整合系統整合 製程設計製程設計 採購採購 生產生產 運送運送 行銷行銷 配送配送 銷售銷售 售後服務售後服務 中央大學范錚強教授 選擇做哪些區塊，不做哪些區塊

15. 2016/3/15&3/22CGU_IM_HLT 15 成衣 / 布中間商 (converter) 國外成衣採購商 海外成衣廠 成衣大盤商 國外紡織貿易商 / 成衣採購在台分公司 成衣訂單 布訂單 成衣物流 布物流 成衣訂單 布訂單 成衣物流 布物流 圖 2. 1990 年以後台灣紡織產業架構 染整廠、織布廠 紡紗廠、纖維廠 加工廠

16. 2016/3/15&3/22CGU_IM_HLT 16 成衣採購商 南緯行銷 / 貿易公司 南緯 Converter 採購商 南緯 OEM 代工廠 採購商 策略聯盟供應商 圖 4 ．南緯舊產銷模式

17. 2016/3/15&3/22CGU_IM_HLT 17 圖 5 ．產銷運籌產銷神經中樞系統

18. 2016/3/15&3/22CGU_IM_HLT 18 圖 7 ．全球運籌營運模式

19.  Physical Assets ◦ buildings, plants and equipments  Financial Assets ◦ access to operating cash  Intangible Assets ◦ brand name, reputation, IP, knowledge  Human Resources 2016/3/15&3/22CGU_IM_HLT 19

20.  An organization can better manage rapid change, uncertainty and turbulence by concentrating on core competencies and relying on the marketplace for access to other required resources and capabilities  試想： ◦ PCHome (or Amazon) 要具備哪些資源、能力和資產 才能傳遞已設定的顧客價值？ ◦ 該自行發展？從市場買來？ ◦ 需要哪些人才？ 2016/3/15&3/22CGU_IM_HLT 20

21.  Virtual Organization ◦ An organization which identifies its core competencies and capabilities, and relies on the relationships it builds with other organizations for other skills and resources it needs in delivering its value proposition  打群架 ◦ Toyota: JIT, Lean Production ◦ 生態系 (e.g., Apple, Microsoft, car manufacture) 2016/3/15&3/22CGU_IM_HLT 21

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23. 顧客 供應商 若即若離的關係 Arm length relationship 打群架的關係 公司 中央大學范錚強教授 2016/3/15&3/22CGU_IM_HLT 23

24.  Profitability and Sustainability  Sources of Revenues ◦ Selling products and services produced by the organization ◦ Stocking and selling products and services of other organizations ◦ Deriving revenues from ownership of required infrastructure ◦ Providing access to services and information 2016/3/15&3/22CGU_IM_HLT 24

25.  Costs ◦ Incurred in delivering the value proposition to the customers ◦ Incurred in forming and maintaining strategic business networks  Risk Consideration ◦ Lower uncertainty 2016/3/15&3/22CGU_IM_HLT 25

26. 2016/3/15&3/22CGU_IM_HLT 26 商業模式之九大區塊 (Osterwalder and Pigneur, 2010)

27.  The Direct-to-Customer Model  The Intermediary Model ◦ Broker/Infomediary ◦ Auction ◦ Portal ◦ B2B Marketplaces or Hubs  The Content Provider Model 2016/3/15&3/22CGU_IM_HLT 27

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29.  Brokerage: Market makers, bring buyers and sellers together ◦ Marketplace exchange ◦ Buy/sell fulfillment ◦ Demand collection system ◦ Auction broker ◦ Transaction broker ◦ Distributor ◦ Search agent ◦ Virtual marketplace 2016/3/15&3/22CGU_IM_HLT 29

30.  Advertising: Extension of the traditional media broadcast model ◦ Portal ◦ Classifieds user registration ◦ Query-based paid placement ◦ Contextual advertising/behavioral marketing content-targeted advertising ◦ Intromercials ◦ Ultramercials 2016/3/15&3/22CGU_IM_HLT 30

31.  Informediary: Information intermediaries, assisting buyers/sellers understand a given market ◦ Advertising networks ◦ Audience measurement services ◦ Incentive marketing ◦ metamediary 2016/3/15&3/22CGU_IM_HLT 31

32.  Merchant: Wholesalers and retailers of goods and services ◦ Virtul merchant ◦ Catalog merchant ◦ Click and mortar ◦ Bit vendor 2016/3/15&3/22CGU_IM_HLT 32

33.  Manufacturer: Vendor reaching buyers directly ◦ Purchase ◦ Lease ◦ License ◦ Brand integrated content 2016/3/15&3/22CGU_IM_HLT 33

34.  Affiliate: Offers financial incentives to affiliate sites on a pay-for-performance basis ◦ Banner exchange ◦ Pay-per-click ◦ Revenues sharing 2016/3/15&3/22CGU_IM_HLT 34

35.  Community: Viability based on user loyalty, with revenues derived form a range of ancillary activities ◦ Open content ◦ Public broadcasting ◦ Social networking services  Subscription ◦ Content services ◦ Person to person networking ◦ Trust services ◦ Internet service providers 2016/3/15&3/22CGU_IM_HLT 35

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37.  Revenue Models  Value proposition ◦ The benefits a company can derive from using EC CGU_IM_HLT 37 2016/3/15&3/22 Source: King et al. (2012)

38.  Sales  Transaction Fees  Subscription Fees  Advertising Fees  Affiliate Fees  Licensing Fees  Other Revenue Sources 2016/3/15&3/22CGU_IM_HLT 38 Source: King et al. (2012)

39. 1- 39 CGU_IM_HLT2016/3/15&3/22 Source: King et al. (2012)

40.  Online direct marketing  Tendering (bidding) system  Electronic marketplaces and exchanges  Viral marketing  Group purchasing CGU_IM_HLT 1- 40 2016/3/15&3/22 Source: King et al. (2012)

41.  Electronic StoreFronts: Webstore ◦ A single company’s website where products or services are sold; usually has an online shopping cart associated with it ◦ Many Webstores target a specific industry and find their own unique corner of the market.  e-Mall (online mall) ◦ An online shopping center where many online stores are located 2016/3/15&3/22CGU_IM_HLT 41 Source: King et al. (2012)

42.  e-Mall (online mall) (cont.) ◦ Types of Stores and Malls  General stores/malls  Specialized stores/malls  Regional versus global stores  Pure-play versus click-and-mortar stores 2016/3/15&3/22CGU_IM_HLT 42 Source: King et al. (2012)

43.  Web (information) portal ◦ A single point of access, through a Web browser, to critical business information located inside and outside (via Internet) an organization  Types of Portals ◦ Commercial (public) portals ◦ Corporate portals ◦ Publishing portals ◦ Personal portals ◦ mobile portal ◦ voice portal 2016/3/15&3/22CGU_IM_HLT 43 Source: King et al. (2012)

44. CGU_IM_HLT 2- 44 2016/3/15&3/22 Source: King et al. (2012)

45.  Brokers  Infomediaries ◦ Electronic intermediaries that provide and/or control information flow in cyberspace, often aggregating information and selling it to others  e-Distributor ◦ An e-commerce intermediary that connects manufacturers with business buyers (customers) by aggregating the catalogs of many manufacturers in one place—the intermediary’s website 2016/3/15&3/22CGU_IM_HLT 45 Source: King et al. (2012)

46.  Electronic catalogs (e-catalogs) ◦ The presentation of product information in an electronic form; the backbone of most e-selling sites  EC Search ◦ Search Engine ◦ Software (Intelligent) Agents ◦ Questions and Answers Online ◦ Voice-Powered Search ◦ Visual Shopping Search Engine 2016/3/15&3/22CGU_IM_HLT 46 Source: King et al. (2012)

47.  Electronic shopping cart ◦ An order-processing technology that allows customers to accumulate items they wish to buy while they continue to shop  Other Mechanisms In Merchant Software ◦ Other Shopping Engines ◦ Product Configuration 2016/3/15&3/22CGU_IM_HLT 47 Source: King et al. (2012)

48.  A competitive process in which a seller solicits consecutive bids from buyers (forward auctions) or a buyer solicits bids from sellers (backward auctions); prices are determined dynamically by the bids  Dynamic Pricing  Prices that change based on supply and demand relationships at any given time CGU_IM_HLT 2- 48 2016/3/15&3/22 Source: King et al. (2012)

49.  Types of Auctions ◦ One Buyer, One Seller ◦ One Seller, Many Potential Buyers  Forward auction: An auction in which a seller entertains bids from buyers; bidders increase price sequentially ◦ One Buyer, Many Potential Sellers  Reverse auction (bidding or tendering system)  Name-your-own-price model ◦ Many Sellers, Many Buyers  double auction  penny auction CGU_IM_HLT 2- 49 2016/3/15&3/22 Source: King et al. (2012)

50. CGU_IM_HLT 2- 50 2016/3/15&3/22 Source: King et al. (2012)

51.  Impacts of Auctions ◦ Auctions as a social mechanism to determine a price ◦ Auctions as a highly visible distribution mechanism ◦ Auctions as an EC component in a business model ◦ Auctions for profit for individuals CGU_IM_HLT 2- 51 2016/3/15&3/22 Source: King et al. (2012)

53. ‘The key question is not whether to deploy Internet technology – companies have no choice if they want to stay competitive – but how to deploy it.’ 2016/3/15&3/22CGU_IM_HLT 53 Porter, M. (2001) Strategy and the Internet, Harvard Business Review, March 2001, 62–78.

54. What is strategy? ◦ Based on current performance in marketplace ◦ Defines how we will meet our objectives ◦ Sets allocation of resources to meet goals ◦ Selects preferred strategic options to compete within a market ◦ Provides a long-term plan for the development of the organization 2016/3/15&3/22CGU_IM_HLT 54

55. 2016/3/15&3/22CGU_IM_HLT 55 Definition of the approach by which applications of internal and external electronic communications can support and influence corporate strategy. E-Business Strategy: A plan that integrates an organization’s major goals, policies and auction into a coherent coordinated whole (Quinn, 1996). Business Strategy:

56.  An IS strategy or change management strategy which ensures resources are managed effectively to achieve opportunities from Buy-side and Sell-side e-commerce. ◦ Involves deploying IS to manage administrative internal process and employee knowledge ◦ Involves management of information systems resources (e-business applications, infrastructure/hardware and people/change/ knowledge management). 2016/3/15&3/22CGU_IM_HLT 56

57.  Communicate the benefits of using e-channels  Prioritize audiences or partners targeted for e- channel adoption  Prioritize products sold or purchased through e-channel  Achieve our e-channel targets 2016/3/15&3/22CGU_IM_HLT 57

58.  Reaching the right customer  Using the right channel  With the right message or offering  At the right time 2016/3/15&3/22CGU_IM_HLT 58

59.  Competitive Rivalry: The strength of competition in the industry ◦ (-) reduces differences among competitors as offerings are difficult to keep proprietary ◦ (-) migrates competition to price ◦ (-) widens the geographic market, increasing the number of competitors ◦ (-) lowers variable cost relative to fixed cost, increasing pressures for price discouting 2016/3/15&3/22CGU_IM_HLT 59

60.  Bargaining power of Suppliers: The power of suppliers to drive up the prices of your inputs ◦ (+/-) Internet procurement tends to raise bargaining power over suppliers ◦ (-) provides a channel to reach end users directly ◦ (-) Internet procurement and digital markets tend to give all companies equal access to suppliers ◦ (-) reduced barriers to entry and then proliferation of competitors shifts power to suppliers 2016/3/15&3/22CGU_IM_HLT 60

61.  Threat of new entrants: The ease with which new competitors can enter the market if they see that you are making good profits ◦ (-) reduces barriers to entry such as the need for a sales force, access to channels and physical assets ◦ (-) Internet applications are difficult to keep proprietary from new entrants ◦ (-) a flood of new entrants has come into many industry 2016/3/15&3/22CGU_IM_HLT 61

62.  Threat of substitute products: The extent to which different products and services can be used in place of your own ◦ (+) by making the overall industry more efficient, the Internet can increase the size of the market ◦ (-) the proliferation of Internet approaches create new substitute threats 2016/3/15&3/22CGU_IM_HLT 62

63.  Bargaining power of buyers: The power of your customers to drive down your prices ◦ (+) eliminates powerful channels or improves bargaining power over traditional channels ◦ (-) shifts bargaining power to end consumers ◦ (-) reduces switching costs 2016/3/15&3/22CGU_IM_HLT 63

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66.  Air travel reservations market  Pandora (Internet Radio) 2016/3/15&3/22CGU_IM_HLT 66